Posted by Scott Bywater in advertising, marketing Sep 27th, 2013 | No Comments »

Effective Advertising

Are you interested to learn effective advertising tricks? If you look at most marketing today, whether via email, social media, newspaper, television, or the swag of other mediums available, you would think it is tough to make your ads interesting.

After all, most of them are so…

(YAWN)

BOOOOOOOOOOOOOOOOOOOOOOOORRRRRRRRRINNNNNG

It is understandable.

When you are trying to run a business, deliver your services to clients, keep on top of the administration, finances and the tax man, it can be hard to get into a creative space to come up with new effective advertising ideas. But it does not need to be that way, not when you really understand the “entering the conversation already going on in the customer’s mind”. This is a concept from one of the great effective advertising men, Robert Collier.

Entering the conversation means finding out what your customer is thinking, and starting your ad right there. That is how to start an effective advertising. For instance, here is a passage from the Robert Collier Letterbook that could be used as a sample opening to a retail merchant.

“She didn’t buy anything.”

“How often is this little tragedy repeated in your store? Your time is valuable, your overhead expense runs on, and it costs you real money when a prospective customer walks out of your store without making a purchase.”

See how that little passage “enters the conversation” addresses the concerns  of the business owner right away. But there’s an easy way of doing this to keep your ads continually fascinating, by using effective advertising techniques.

In fact, you will find new ways that can make your ads, emails, newsletters, and communications fascinate your customers EVERY SINGLE DAY, on page 12 of this month’s edition of the “More Time at the Beach” newsletter. Get ready to learn effective advertising techniques because I am going to give you two links for some very powerful web sites. In fact, you could go to one of these web sites tomorrow. Find something, and create a compelling message that would get your customer’s attention within less than an hour. I am not kidding. You can have effective advertising moving forward.

In fact, I will show you two real examples on page 13 that prove this concept can be used to make any business instantly grab the hearts and minds of their prospects, and make them want to respond.

Get your copy for just $1 by clicking here

This stuff is easy when you know how. It’s how I am able to keep these emails interesting. You can do it too. It’s not rocket science. It’s formulaic. But just like hammering a nail into a wall, it can be very difficult if you don’t have the right tools. The good news is you can get the right tools for just $1.

Here’s what else is inside your toolbox this month:

  • A real sample of my weekly planning template (and how I ensure I structure time to get THE MOST IMPORTANT things done each and every week. Page 8)
  • A simple way to get your existing customers to buy more (no sales letter, email or even written words required. Just pick up the phone and use the two words on page 10)
  • The #1 question you can ask to boost your productivity and ensure you are focusing on THE MOST IMPORTANT area of your business. Page 3
  • Heard of the E-Myth? Marketing systems are the single most important systems you can set up – here’s 32 you can start with (that I created on a coaching call I paid $375 an hour for. Page 9)
  • See how Microsoft are using this age-old idea to steal business from Apple. Works for any product including cars, vacuum cleaners, batteries, saddles, printers and even shoes. See samples on pages 14 & 15
  • The #1 secret to creating a unique selling proposition that makes you instantly stand out heads and shoulders above your competition (Just send the email on page 4, and then check out the 6 examples on pages 5 & 6 from companies who got it right)
  • Steal customers from your inferior competitions with this 6-step-letter-template. Page 11

Plus over $371.00 worth of bonuses and a “proposal critique on CD” (that my client paid $500 for) which is a must-have if you ever send out quotes to clients, coz it will show you how to win more jobs at a higher price without spending a cent on advertising.

But they were mailed yesterday and there were just 7 copies left in our warehouse (which will disappear today), so get your copy before they run out by hopping along to:

http://www.moretimeatthebeach.com/bronze

Posted by Scott Bywater in Internet Marketing Sep 26th, 2013 | No Comments »

Google Adwords

Google Adwords can be a great marketing medium, particularly if you’re marketing to a wide niche where everyone’s interested. For instance, if you’re promoting your business to people who are interested in buying decking, or fixing their pest problems, or dropping a few kilos. Then Google Adwords is right for you. They’re what I call “wide net” industries, because virtually anyone can be your customer.

Google Adwords can also be incredibly useful for businesses where people look up for particular keywords. For example, one of my clients works with really high-end software for a niche market. So his keywords can be highly targeted for those people, and he knows that each of those people is qualified for what he has to sell. But Google Adwords isn’t always the most effective strategy.

Humor me for a moment by doing this little exercise. Think about who your top 20% of customers are. For instance, you might be a network support company, and your top 20% of customers could be business owners turning over more than a million bucks a year. So let me ask you this, “What percentage of the people in Google Adwords who are clicking on your link is going to be turning over a million dollars a year?”

Given that only a small percentage of business owners crack the million dollar mark, I would say a very small percentage. So you are effectively shopping for guppies. Instead of shopping for Marlin? So Google Adwords can’t be relied on for huge clients.

If you can relate to this, my advice is to stop shopping off the shore, and move to the deep seas. Would you like to know? Where to go to find the marlin clients? What you need to know about the marlin clients? And what bait to use to catch the marlin clients?

Well, you’ll find out where to go and what you need to know on page 10 of this month’s More Time at the Beach newsletter.

And on page 11, I’ll give you a real sample of the bait you can use…

Yes, the template for a real letter, so you can start casting your line for “Marlin” clients fast.

Get your copy for just $1 by clicking here

But you’ll need to be quick, because it’s being mailed out today.

You’ll also get $371.00 worth of tasty bonuses.

Not to mention, the swag of other tips’n’tricks in the September edition, including…

  • A real sample of my weekly planning template (and how I ensure I structure time to get THE MOST IMPORTANT things done each and every week. Page 8)
  • A simple way to get your existing customers to buy more (no sales letter, email or even written words required. Just pick up the phone and use the two words on page 10)
  • The #1 question you can ask to boost your productivity and ensure you are focusing on THE MOST IMPORTANT area of your business. Page 3
  • Heard of the E-Myth? Marketing systems are the single most important systems you can set up – here’s 32 you can start with (that I created on a coaching call I paid $375 an hour for. Page 9)
  • See how Microsoft are using this age-old idea to steal business from Apple. Works for any product including cars, vacuum cleaners, batteries, saddles, printers and even shoes. See samples on pages 14 & 15
  • The #1 secret to creating a unique selling proposition that makes you instantly stand out heads and shoulders above your competition (Just send the email on page 4, and then check out the 6 examples on pages 5 & 6 from companies who got it right)

There’s more, a lot more. Including a critique on CD my client paid $500 for, which is a “must have” if you ever send out quotes to clients, coz it will show you how to win more jobs at a higher price without spending a cent on advertising.

If you want “in”, the trains leaving the station today. So jump on board now.

http://www.moretimeatthebeach.com/bronze

Posted by Scott Bywater in marketing, Sales Sep 25th, 2013 | No Comments »

Since we moved into our new house, we’ve been making some alterations and I’ve been dealing with all sorts of different tradespeople.

From builders to pool people to electricians.

It’s an interesting experience being on the buying end of the service industry.

And I can assure you, you don’t just buy on price.

There are a lot of factors I am assessing.

Firstly, the attitude of the person… I’m looking out for “stuff” at the beginning of the relationship which may be a problem later down the track, like disagreements with how it should look, lack of attention to detail, etc.

Next… are they consultative? Do they really care about the end result I want, and not just the end result they want.

And lots of other little things which demonstrate their level of confidence.

This experience has convinced me more than anything that those business owners, particularly in the service industry, who believe they are in a “commodity” business are fooling themselves…

& swallowed a pill earlier in their life that has trapped them into selling themselves for less than they’re worth, because they “believe” people buy purely on price…

They don’t.

In fact, it really doesn’t matter what business you are in.

And I’ll prove it to you.

I’ll even show you how in one of the most “commoditized” businesses on the planet, one product is selling for more than double the price of another.

This will squash this “commodity” argument once and for all, allow you to release the shackles that have been causing you to undercharge for your services, and help you win more business while charging higher fees than your competition.

You’ll find it on page 4 of this month’s More Time at the Beach newsletter which is being mailed over the next couple of
days.

And that’s not all.

On the enclosed CD, I’ll also walk you through a $500.00 phone critique I did with one of my clients where I reveal 7 unique ways to decommoditize his business via the proposal process.

Each one of these little tips is like a left jab to your competition in the war of winning customers.

And the best part is, you get all of this for just $1.

Get your copy for just $1 by clicking here

Believe me, it’ll be the best buck you ever spend.

It’s gotta be.

It’s a physical letter, so if it isn’t you won’t continue and I’ll lose money.

That’s why I also show you 6 real examples of the strategies companies are using to stand out from everyone else in their industry on pages 5 & 6…

An example of an email you can send out to instantly crystallise how to position your uniqueness to your customers on page 4 (you can use it word for word if you like)…

… and over $371.00 in bonuses, together with all these little goodies in the September edition…

  • A real sample of my weekly planning template (and how I ensure I structure time to get THE MOST IMPORTANT things done each and every week)
  • Steal customers from your inferior competitors with this 6-step-letter template. Page 18
  • A simple way to get your existing customers to buy more (no sales letter, email or even written words required. Just pick up the phone and use the two words on page 16)
  • The #1 question you can ask to boost your productivity and ensure you are focusing on THE MOST IMPORTANT area of your business. Page 3
  • Heard of the E-Myth? Marketing systems are the single most important systems you can set up – here’s 32 you can start with (that I created on a coaching call I paid $375 an hour for. Page 15)
  • See how Microsoft are using this age-old idea to steal business from Apple. Works for any product including cars, vacuum cleaners, batteries, saddles, printers and even shoes. See samples on pages 14 & 15

This is why price-focused selling is stupid.

Can you think of any better way to spend $1?

But it’s being mailed tomorrow, so you’ll need to be quick.

Here’s the link again:

http://www.moretimeatthebeach.com/bronze

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