Posted by Scott Bywater in advertising, marketing Jun 29th, 2012 | No Comments »

The other day I walked past a new shop that had just opened and was struggling.

The offer on the sign was 10% off on some product.

Oh, hold me back.

Stop me from walking into your store.

I’ve just got to have 10% off this product.

Does that really get you wanting to buy?

No way.

It’s weak. It’s lazy. It’s unexciting.

And you should avoid doing this. Not only does it make you look desperate, it flat out doesn’t work.

An irresistible offer is the cornerstone of a successful business.

But how do you make one?

You’ve got to understand “The Formula”

The Formula allows you to make compelling offers which crush your competition

The Formula allows you to get all the customers you need – fast.

The Formula will make your competitors think you’re stupid (and that’s the best part, because while they’re criticizing you… you’ll be getting
rich).

The Formula makes it almost impossible for your customers to say no.

And I take you through a little exercise on page 133 of this program which allows you to understand exactly what the formula for your business is in a matter of minutes.

Then on page 134-137 I show you how to apply “the formula” to all sorts of businesses.

And on pages 138-139 I show you 14 different ways to use it in your advertising.

Your competitors might start laughing when they see you using the formula. But they’ll shake their head in disbelief once they see how your business leaps over them and leaves them in the dust.

Posted by Scott Bywater in Psychology Jun 28th, 2012 | No Comments »

One of the interesting things about running a business is that there’s virtually always problems of one sort or another.

A virus attacks your computer.

A big client leaves.

A customer gets upset with a service issue.

Vendors let you down.

Accounts don’t get paid on time.

I could go on and on.

And these problems can cause us all sorts of anxiety and stress if we let them.

I know they have with me over the years.

But what if we had a mindset shift?

I remember reading in the book, The Road Less Travelled, years ago that life is hard.

But if you can realise that, accept that, and not expect it to be easy… you will be able to cope with things a lot better.

I also remember reading in a time management book that you will never be able to get everything off your to do list.

There will always be more things to do.

And what’s also true is that there will always be problems to solve.

Sometimes I feel like I am so stressed.

But then the next day the stress levels drop.

Obviously, like most of us who enter the business world, I am a little crazy.

But it’s also a mindset shift.

Realise business is hard. Accept the fact problems will never disappear completely… and your whole perspective changes.

Of course, money in the bank almost always eases the stress.

And the best way to fill your wallet with cash is to master this skill.

Posted by Scott Bywater in advertising, marketing Jun 27th, 2012 | No Comments »

Market research can be a valuable tool.

But you shouldn’t rely on it too much.

Why?

Because responses to surveys and focus groups is only a guide on what people say they will do…

Not what they will actually do in reality.

It’s true.

Just because somebody says they’ll buy your new gizmo, it doesn’t mean they’ll pull the money out of their pocket when push comes to shove.

So how can you tell if a new product has legs?

It’s really quite simple.

Run an ad, put up a web site or send out a sales letter.

If people respond to that ad and actually purchase your product, it will tell you more than mountains of market research.

Why?

Because they’ve made a decision that directly affects their hip pocket.

Of course, it needs to be a good ad.

Otherwise it’ll just tell you that you ran a bad ad.

But how do you know if you’ve got a good ad?

It’s really quite simple…

You need to make sure it includes these 13 critical factors that I show you (with real examples) on page 31-44 of this program.

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