Posted by Scott Bywater in general May 31st, 2010 | No Comments »

I’ve been hearing all of this hype about MasterChef over the past month or so.

Apparently, it’s got better ratings than anything else in the country.

And I was wondering why.

Plus, my wife has been getting into it, so it’s sort of what was on last night.

Anyway, I can see the appeal.

It’s ordinary people having a crack at being a chef.

It teaches you a bit about cooking.

And you can see the level of creativity which truly goes into doing it.

But there was another element that caught my eye last night.

The ability to bring drama to television.

For instance, when the contestants get judged, they are all quite nervous.

And one of the contestants, Aaron Harvie, had created a dish he considered a bit edgy giving the audience the feeling one could either love it or hate it.

… the first judge says it’s brilliant.

And the second judge, Matt Preston… stood there, dropped the plate on the  floor and told him it was “disgusting.”

Now my wife is sitting next to me saying “I don’t think that’s right” and “They shouldn’t do that.”

I had my copywriting hat on and was thinking to myself…

“This is just television. It gets the ratings. If all the judges were nice then the likelihood is ratings would drop.”

Anyway, everyone watching is no doubt in shock when it spins off to an ad break.

And then when the show comes back on…

The contestant, Aaron, is saying how it felt like an hour watching that plate fall to the floor.

Then it shows the remainder of the story…

when Matt Preston continues on to say it was “Disgustingly Brilliant” or words to that effect…

and tells him how wonderful his meal was.

Now I think this is a brilliant example of building drama into a viewers experience.

Matt could have just said: It was awesome.

But instead he used “shock value” to entertain the viewers in an extraordinary way.

Don’t you think there is something you could learn from this?

After all, Masterchef Australia isn’t one of our top rated shows for no reason.

It’s all about saying things with drama.

And you can apply these secrets in your business by finding the “smoking gun” which will automatically grab your target markets attention.

For instance, let’s say you sell greeting cards to newsagencies.

Rather than telling them you sell greeting cards like everyone else…

Why not do a test in one store and see what happens if they put those greeting cards on the counter with a special note underneath them.

Let’s say you did that and you found the newsagency could add an additional 50c to each sale by doing this with an upsell script.

And let’s imagine the average newsagent gets 1000 customers who walk into their store each day.

Could you not, instead of saying “I sell cards” like everyone else, create a presentation which shows them how to make an additional $500 cash each day with no additional expenses.

Sounds a lot more attractive than “I sell cards” doesn’t it?

There are over a dozen other strategies you can learn and apply at http://www.morecustomersmadeeasy.com

And if you want to learn the secrets to turning a bland advertising message into something exciting, you really should get your hands on
http://www.copywritingthatsells.com.au/cashflow

Posted by Scott Bywater in general May 28th, 2010 | No Comments »
Have you ever seen a surfer catch a wave?

They will sit there and watch the waves roll in… waiting for the right one to come by… and then they will jump on it for the ride of their life.

Marketing is the same in many ways.

You need to be constantly swimming, looking for opportunities…

Advertising your product

Creating promotions

Contacting joint ventures

and you’ll jump on some of those waves and they won’t take off… meaning you’ll fall flat on your
face…

But then every now and then you’ll hit a wave with enormous potential…

It could be an advertisement which pulls you in $5 for every $1 you spend.

It could be working out that when you send a welcome letter to your customers, it increases your referral rate significantly.

It could be implementing a new script when people call your office to convert more of those customers into sales.

It could be using an upsell process to increase the average value of a sale.

It could be any one of these things…

But you need to be able to spot the potential.

Most business owners don’t…

And they fall off the wave.

For instance, I wrote an advertisement for some guys in a beauty business in the early days.

And it increased their results by 50%.

They couldn’t see the value because they were only spending $500 on each ad.

But what they couldn’t see is the fact they could have used this advertisement in 3 different newspapers in the area.

… investing $500 each week.

And that extra 50% they were bringing in was pure profit.

(because the ad had already been paid for)…

What’s more, they could have used it as a flyer and distributed it all over town…

month after month after month.

It was a wave which could have put tens… even hundreds of thousands of  dollars in their bank account over time…

But they probably ended up jumping off the wave early… and missing out.

So let me ask you…

Is there a wave you currently have in your business right now…

an ad which is working that you are not leveraging?

A member of your team who converts double the amount of inquiries to sales as everyone else?

A sales letter you sent out once which generated dozens of inquiries, which is now left sitting in the closet?

… that you are not leveraging.

And if there isn’t a wave… how can you create one?

There’s over a potential different “waves” you can set in motion when you get your hands on http://www.morecustomersmadeeasy.com
so why don’t you give it a go today?

Posted by Scott Bywater in general May 26th, 2010 | No Comments »
You often hear the word “joint ventures” thrown around in marketing circles.

The problem is nobody tells you how difficult they are to pull off…  and no one shows you how to do them.

Here’s what you are told: all you need to do is find someone with a database and then mail that database and you will make your fortune.

But there’s a small problem with this: you’ve got to find that person.

And that person isn’t always easy to find.

The reality is it’s even more difficult, in most cases, to sell your joint venture partner on mailing out their list for you…
… than it is to make a normal sale.

And you may have to speak to 5, 10, 20 or more joint venture partners before you find one who is willing to take you on.

Why?

Because you are asking them to recommend you to their list. And it’s taken them a lifetime to build a relationship with that list.

So you need to be extremely persistent.

What’s more, you need to make it easy for your joint venture partner.

Instead, here’s what most people do.

They go up to their potential partner and they say “Do you want to recommend me”?

But you are not your JV partners number one priority so he says “yeah, sure” but in most cases does nothing.

So the bad news is joint ventures are far more difficult than most people think.

But the good news is:

1. Get them right and they are probably the most powerful thing you can do in marketing.

2. The recent economic times (because people have been hurting) make now the perfect time to engage in joint  ventures as everyone is more open.

Let’s look at an example I used when I owned a hairdressing salon.

I went to the gym 100 metres up the road and ran the concept past him.

He started to hand out my vouchers to his top clients.

And they were good clients.

So a client would come in with their $50 voucher and they would take advantage of our services, probably spending $120 or more on average (making the first transaction a break even or better)…… but then they would continue to come back over and over again making that joint venture worth in the vicinity of $1,000 or more.

Not only are joint venture recommendations a much better lead than someone who clicks on your google ad…

They cost you virtually nothing.

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