The Customer Catcher Formula™

by Martin Wales

“How can I get more customers?”

This is the number one question I get when I ask most entrepreneurs, small business owners and independent professionals what their biggest, burning business question is.  There is no one single method because whether you’re an author, speaker, consultant, retailer or manufacturer, your industry or niche has some unique circumstances and situations. However,there is a ‘formula’ that ensures you can get more customers, clients and raving fans.

But first, to set this up for you…

Every Sunday, I make pancakes for my kids. It’s a simple combination of basic ingredients to deliver fluffy, velvety and tasty pancakes (patting self on back). The base components don’t change - flour, milk, eggs, baking powder, salt - but you can create a variety of pancakes either with additional ingredients, like a banana or chocolate chips, or accessories after the fact, like flavored syrups.

For instance, my eldest daughter was ‘not into’ my pancakes after a while and I was hurt, I admit. Recently, we tried sprinkling my regular offering with icing sugar. Bingo! She was back in the Daddy Pancake Club. :-)

This little anecdote is an example of two things.

1) You need to execute the basics, as the common denominator for success.

2) With only a small change (incremental and/or experimental), you can dramatically change your results.

The Customer Catcher Formula™ is a proven way to cover the basic and proven methods of marketing while allowing you to express your own personality or business philosophy. You can follow it for an Action Plan to get both immediate and long term results.

The Formula combines traditional approaches like networking and book authoring, while integrating more current strategies, like Internet Radio and Podcasting and Social Networking. The most critical factor for maximum return on your investment for money, time and effort is INTEGRATION of all your marketing.

My pancake recipe secrets remain classified.

However, stay tuned for more on The Customer Catcher Formula.

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Get MORE Leads, Prospects and Opportunities

by Martin Wales

If you’re looking to increase your lead generation, attract more prospect and multiply your opportunities for profit, there are many ways to accomplish this.

Here’s a quick ‘tickle’ list to get you going today:

  1.  Attend Live Networking Events - this is a very effective method for introducing yourself eye-to-eye and meeting centers of influence. It builds trust and rapport faster. Regular attendees can introduce you to new ones, while you also learn from guest speakers and experts.
  2. Participate On Teleseminars - Introduce yourself at the beginning of each session, if invited to do so. Important Customer Catcher Tip is to be “from your web site” NOT your city of residence. For example, “Hello, this Martin Wales from RadioTalkShowHost.com” versus “Martin from Toronto.”
  3. Join A Mastermind Group - Find like-minded individuals who commit to meeting regularly to support, inspire and promote each other. It’s time to move on, however, if you’re the one who feels like your experience and expertise is being ’sucked from your brain’ more than is reasonable.
  4. Become Part of Your Professional Association- Don’t just attend events, as you can leverage the Associations’ Membership list or directory, participate in online forums and write for their web site and offline publications too.
  5. Contribute A Free Bonus To Someone Else’s Promotional Campaigns- Currently, many authors are promoting their book launches with free digital download gifts and bonuses. By contributing your samples, ebooks or self assessments, etc., you are exposed to ALL the people that are receiving that marketing.  I’ve reached MILLIONS this way, at NO cost. My next one is with a book being promoted on Oprah Winfrey’s show. You know… Oprah!
  6. Use Traditional Publicity - Hurts me to type this so simplistically as this is HUGE.  There are so many ways to get attention using what I call “face time” publicity (which tends to be expensive, slow and harder to measure returns). Being on TV, radio and in print helps build credibility and celebrity but without a clear call to action, backed by a specific sales process, you’re getting only fame and NOT fortune. Why be interviewed if you can’t at least give out your web site or 1-800 phone number with a free gift?
  7. Use Alternative Publicity- Asking intelligent questions, like on teleseminars as above, or at live events (online and off) that are being recorded, both on audio and video, is just one way to get your name and web site promoted by others. Remember the event promoter or host usually sells that captured content to many, many prospects who don’t even attend the original event.
  8. Always ASK For Referrals- Always, always, always be asking. Especially your current clients, recently finished project coordinators, your professional contacts and your ezine, blog or newsletter readers. Your current customers are your best (unpaid) salesforce.
  9. Attend Live Webinars and Online “TV shows”- Ustream.TV and JustIn.TV are just a couple of newer web sites that offer FREE video live-casting with a cool chat feature for viewers to participate. By making comments that contribute helpful info, you attract others to click on your I.D. and check you out. (I confess to being the ‘Class Clown’ here and often using humor). Be respectful, put the host on a pedestal and don’t overpromote your own URLs.
  10. Offer Your Opinion- Support or provide alternative views on blogs, forums and in groups that directly involve your industry or nice. Don’t forget those that complement yours, i.e. a do-it-yourself renovations with new home buyers, or that target the same demographics, whether age, income or geography.
  11. Guerrilla Marketing Works - Beside me here in the coffee shop, as I scribe, is a bulletin board with a whole bunch of posters. Weak ones look like typed letters. Strong ones are colorful, short (e.g. postcards), have a bold, effective headline. BIG tip - the tear away phone number are highly effective, as most have been torn off already. If you want to hear the Father of Guerrilla Marketing himself, listen to him at Customer Catcher Radio.

In closing, don’t focus solely on one and forget all the others. Sure, start with one and stick with your big winner, but make sure to apply multiple streams of leads, prospects and promoters to mulitply your profits. Get started today! Go!

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Your Marketing Stuck?

by Martin Wales


That’s “stuck” not “suck.”

When you’re not getting any sales or you feel your marketing has run out of gas there’s one thing you can do. Many fail to use this strategy and lose out on fresh prospects, new customers and substantial, easy-to-make money. Actually, it’s as much a creativity tool as it is a strategy.

What is it? Recently, I wrote about this mind set to address internet marketing specifically but it works anywhere for any company to deal with being stuck.

It can double your success. You’ve probably read it yourself numerous times on the side of a shampoo bottle!

“Rinse and Repeat.”

This statement was part of directions on shampoo containers that essentially DOUBLED sales for consumer products companies. It told shampoo users (hopefully that’s everyone) that for “best results” that you apply their wonderful product twice per use.

Just like convincing someone to wash their hair twice in the ‘Directions’ to improve results, you can use this same philosophy to attract more traffic to your web site, store or offices.  You can collect more leads and speak with more fresh prospects to multiply your sales. It near doubled the sales of the shampoo companies. (Tip: People do what they’re told. You just have to remember to TELL THEM!)

Often when coaching clients about improving their marketing, they tell me about their previous successes and failures. I immediately ask them, “Did you repeat it?” for their most successful tactics and over 95% usually say, “No!”

Isn’t that interesting?

Think of all the sales or marketing tactics that you could do over and over, once successfully proven.

  • Web Based Sales Letters and Email Marketing Campaigns
  • Teleseminars & Webinars - like Customer Catcher Media offers FREE on its Home Page
  • Special Offers - “2 for 1″ Offers or Added Bonuses
  • Specific Scripts - When following up on the phone or contacting a lead for the first time
  • Direct Mail - Especially post cards like I use Customer Catcher Cards for (Grab your FREE sample)
  • Copy That Sells - Everything from email Subject Lines to Headlines on your press releases
  • Networking or Speaking at Live Events - Seminars, conferences, and trade shows
  • Contests & Promotions - Win an iPod or Vacation and other cool things NOT directly related to your product/services
  • Media & Public Relations - Sending out digital press releases, being interviewed on radio, or even hosting your own show. (Warning: Shamless plug ahead - If you want to do that, check out Radio Talk Show Host training)

You can always edit and improve past efforts but use similar tactic and successful strategies that worked for you previously. Even if it was in another industry or for a previous employer. Loyalty reward programs started in the airline industry and are now common to almost all retailers. The same is true for Gift Cards.

Next time you find yourself looking for ’something new,’ make it easy on yourself and use the “Rinse and Repeat” mind set to re-establish your marketing momentum.

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Ask And Yee Shall…

by Martin Wales


Be referred!

Get fresh business and new money when you motivate and educate your customers to recommend you.

If you want to increase your profits, then increase your sales by continually asking your clients for referrals. Yes, at the conclusion of every phone call, in every email or direct mailing, and especially during face-to-face meetings.

My favorite tip is to ask for them on your invoices. Include a note that says something like:

“We keep our costs down and pass the savings on to you! Help us keep your investment in our services low by recommending us to your network of friends, business associates and even family. This reduces our marketing costs and business overhead which means savings for us and for you too!

We appreciate your kind referral and promise to work as hard for them as we do for you!”

Educating your entire staff and reminding them with posters, agenda action items and even internal company email are several ways to jog their memories to do it.

Make it even more fun by having friendly, yet competitive, contests to see who can encourage the greatest number of existing customers to give referrals.

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Online TV Is Not Network TV - So Thank Your Lucky Stars!

by Martin Wales


What does 30 minutes of a sitcom with a canned laughter sound track do for you? How can watching “America’s Favorite Serial Killer” help your business?

Not much.

Perhaps it’s escapism and mindlessness to give you a break from some stress and pressure. Most TV however is designed to keep you there as long as possible to watch more ads. Network TV is really are about ‘quantity’ of viewing time and audience size - not quality. Can you believe how many shows there are on solving murders whether reality or fiction? When is “CSI: Your Hometown” coming to you?Oh boy….

Thankfully, Online TV is growing and growing. Not just zippy, skateboard hip, funny videos, but as a medium to offer value and quality. Short, content-rich and helpful video content online is now within the reach of everyone. You can create web video and posit it or find video-based training and education for you and your business.

Most independent professionals, entrepreneurs and small business owners rarely get a chance to find low-cost, high-return, training and education to improve their company. Add to that, you’re time starved and you understand why training is often skipped or missing.
 
Until now…
Just wanted to let you know that Customer Catcher TV has launched an online, broadcast on The Profitability Channel. It’s going to have longer interviews than the “Free Tips” version of Customer Catcher TV. And, we’re celebrating by giving you an opportunity to learn a ton and save even more!

A look behind the scenes at filming for another
Customer Catcher TV show. 
Serious business content for serious entrepreneurs.

The Profitability Channel is an endless parade of experts and specialists who help small businesses make big money. It’s all online and 24/7 so you watch whenever it is convenient for you - with UNLIMITED access!

Watch all you want again and again.

Right now, Profitability Channel is offering you a full, TWO years membership to have UNLIMITED access to watch business growth shows online. And all ONLY for the same investment for single year. That’s twice the time and content for one low, nominal fee.

Complete, UNLIMITED access for less than the cost of one trainer or coach for a couple of hours.

Find out more here at The Profitability Channel’s:
“Put MORE Money In Your Pocket >> 2 for 1 Sale”

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What’s The Simplest, Fastest Way To Explode Your List Size?

by Martin Wales


If you want to sell more of your ‘stuff’ then you need more people to offer it to. Online this means the faster you increase the size of your list of contacts and email addresses the faster you make more money!

The one tactic that did it really quickly and very easily for me was using Publicity. It’s led to huge jumps in my list sizes, especially when combined with offering a free audio tip subscription, like at www.CustomerCatcher.com.

Publicity remains one of the most misunderstood and, therefore, under-utilized activity by online marketers. Publicity doesn’t have to be only about getting in the newspaper or on radio and television.

Publicity is what you do in ‘public’ that brings attention to you, your business, your activities and traffic to your sites! It’s literally ANYTHING you do to communicate outside your company to promote. Here are some tips to take action on right away.

1)  Add/or rotate links to your web site as part of all your email signatures

2)  Clearly state your web site domain on your voice mail messages, both inbound to people calling you and outbound when you leave others a voice mail message

3)  Introduce yourself and your web site at the beginning of any teleconference you participate in. People who come to my teleseminars overlook this simple tactic

4)  Make your URL part of introducing yourself at live events, e.g. stand up at a microphone to ask a question – you’re in front of hundreds of people (and often being recorded on both audio and video too)

5)  Write articles for submission to publications, both online and off, that include a powerful ‘Call to Action’ in your bio, or byline, that directs them to your Opt-in page and other irresistible offers

6)  Host your own Internet Radio Show or Podcast. Use both audio and video online

7)  Post tips and comments in Forums. Today, Blogs are hot so make sure to post your comments on the blogs of gurus, leaders and other centers of influence in your niche or industry

8 )  Offer samples of your material or smaller digital products, like ebooks and Special Reports, as a Bonus for other people’s products

9)  Give testimonials to associates and also to service providers you buy from (meaningful and truthful ones) that include your domain name

10)  Write a book or at least contribute to one! My friend Steve Manning does an amazing job of tell you how to do this FAST at www.WriteYourBookIn14Days.com

Using Publicity multiplied my lists by over 400% within a year and one single activity (remember “providing a bonus” to another’s product) grew one list by 50% literally overnight. If you add publicity (read “Public ACTIVITY”) to your efforts, you are guaranteed to build your lists faster with ease!

Get more FREE marketing help and tips at www.CustomerCatcher.com and www.CustomerCatcherTV.com right now. To create your own Publicity and media platform, check out www.RadioTalkShowHost.com today.

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Are you in Pursuit of Happyness?

by Martin Wales

It was my pleasure to meet and speak with Chris Gardner recently.What a pleasure!

He had been signing books all morning for hundreds and greeting everyone but walks up to me and says, “I apologize for keeping you waiting.” What a class act.

“The Pursuit of Happyness” is the Hollywood movie with Wil Smith playing Chirs Gardner, who despite finding himself homeless and the single parent of a 14-month old son, became a top broker and a powerful player in the financial district.

Chris spoke earlier in the morning and during his talk revealed through his words and stories the strength of character and
fortitude he possessed and applied to achieve his goals.

How much of these character ingredients do you use every
day in your sales and marketing efforts? What can you do when
the going gets tough to dig deeper? to keep the faith and
belief in your own success?

As a professional, you have to take the knocks. The winner
adjusts and continues to push through the failed marketing
campaigns, sales calls from hell, and rejected proposals.

The “lucky” guys, like Chris (who slept on trains, at the
airport and even in public washrooms
), seem to have it all
when we see them after they’ve past the finish line and
are receiving their well-deserved accolades.

Remember where you are is just for today. Take action
today and you decide and control your own prosperity
in the Pursuit of Your Own Happyness.

Wishing you much success,

Martin

P.S. Check out the movie trailer here for a glimpse and what Chris
said was the only scene where he had to step in and demand a
script change. “Don’t ever let somebody tell you, you can’t do something. … You got a dream. You gotta protect it. …You want something. Go get it. Period.”

P.P.S. Happyness was the name of the day care center
where Chris would have to leave his son while he went
to work. He said, “It was the hardest thing for me to be
away from my son” (not the 200 cold calls each day to
reach the top sales circles in a highly competitive industry
).

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RING! Ever hear of a CASH Call?

by Martin Wales

Yes! It’s the RING! sound again on my blog and it’s still for you!

The phone ringing is a sweet sound in any business. This is what happens when people want to get to know you, ask you questions, and most importantly, BUY from you!

Teleseminars are growing in popularity and there are more and more creative uses for them. (If you’re new to all this teleseminars are audio teleconferences held on a bridgeline with multiple people on the call. The moderator leads the call and may have a guest.)

Recently I interviewed Alex Mandossian on my business talk radio show, Your Business, sponsored by Microsoft and Enterprise Magazine.

Teleseminars are:

1) Easy to set up and market online
2) Simple to run and record
3) Fast for making money
4) Fun events that allow you to educate, communicate and connect.

You can find out more about Alex Mandossian’s training at Teleseminar Money.

Get on the phone and profit today!

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Your Team

by Martin Wales

You Get By With A Little Help From Your Friends

You need others to succeed.

“No one can do it alone” is as cliche as it gets because it’s TRUE!

My circle of friends and associates rocks!  Terri R., Christina H.,
Alex M., Scott G., Randy G., Sharan R. and David C. all help me
in so many ways.

Thanks you guys!

You may choose to be “self-employed” or a solopreneur but you
never “work alone.”

Enjoy the process. Take time to appreciate and experience
gratitude to its fullest. You’ll like how it feels. But, you have
to pause to experience it fully.

Peace and profit,

Martin

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New Concept – Get More Customers & Save 95% on Marketing Costs

by Martin Wales

That’s right! You can get more customers and spend LESS money. This is possible when you recognize the power of the headlines you use in your marketing and advertising. If this surprises you then it is a new concept for you, even though it’s based on proven and time-tested marketing strategies.

The headline is unquestionably the most important element in marketing. A headline can be the first sentence in any ad, sales letter or written piece you send out to prospects, customers, suppliers, or staff. It can also be the first words you or your sales staff speak when they address anyone in a sales presentation or a one-on-one telephone conversation.

The headline must be powerful enough to draw the attention of people bombarded with hoards of information at an ever-quickening pace. Used correctly, headlines reduce your cost of marketing and sales, they attract the attention of more prospects and they get clients to qualify, or even disqualify, themselves.
Headlines are essentially the “ad for the ad.” The purpose of the headline is to grab your prospect’s ATTENTION. If you do not capture someone’s attention in the first two or three seconds, you lose him or her as a reader and potential customer. It should inform the reader immediately and clearly of the essence of what you are going to say in the body copy.

The headline must contain an exciting or provocative claim about your product or service. This can be a BIG BENEFIT or BIG PROMISE. “Six Times Whiter Washes,” or, “How to Increase Your Standard of Living Without Changing Jobs,” are examples.

Business Results, a strategic marketing company, states that, “A one-half page, black and white advertisement with a well-written headline can produce 10 times more leads than a full-page, 4-colour ad with a poor headline.”
On average, the smaller black and white ad will cost about half to a third of the money of the 4-colour, full-page ad. Let’s say the full-page colour ad was $10,000 and pulled 20 responses while the half-page, black and white ad was $5,000 and pulled 200 responses. The cost of each lead for the colour ad is $500. The smaller black and white ad with the better headline has a $25 cost per lead. That’s a cost saving of 95%!

Direct your headlines only at the prospects that you want to call you. If it is too general but offers a great benefit, you may find yourself on the phone wasting time with people who don’t qualify and would never buy your product or service. To demonstrate, think of a software package for retail stores that costs $100,000 per site. You want to qualify prospects in your headline. You might write, “Revolutionary Software for Companies with Million Dollar Inventories.” Any store too small probably wouldn’t respond to this ad.

Frequently, businesses make a mistake seemingly based on the ego of the company. Businesses use their own name as the headline. They proudly state, “Williams Tires,” or “Johnson & Associates,” without stating their area of expertise which sets them apart from their competition. Williams Tires might focus on “The Largest Selection of Tires for Foreign Sports Cars.” Johnson & Associates might indicate they have, “Custom-built Vacation Homes by Local Architects.”

In almost all of the marketing audits conducted by Business Results, they find that the headlines, and much of the marketing, are focused on the characteristics or benefits of the company. How many times have you seen, “In business since…” and, “Leaders in our industry.” Business Results offers these guaranteed marketing audits at introductory prices to demonstrate their services while helping business owners assess their current efforts.

How can you determine the best headlines for your business? You can test variations of your headlines. You might try two separate ads with the same body copy but two different headlines in the same magazine over a two-month period. Which ever pulls more responses becomes your control headline. Now you can test newer headlines against the control. If you end up with a tie, use both headlines!

A change of headline can make a 20 times improvement in response by your customers or prospects. Every headline should appeal to the prospect’s or reader’s self-interest. It should promise a desirable, powerful and appealing benefit.

Remember, your client or customer is not buying a product or service. They are buying a result, a benefit, an advantage, protection or increased pleasure or whatever your company can offer or provide them. ALWAYS, ALWAYS focus your headlines on the benefit or specific result your prospect will be receiving. Ask yourself why you read this article.

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