Advertising continues to perplex many entrepreneurs looking to attract more customers and clients. More specifically, too many small business literally waste money on ads because they “feel” that they have to or their competitors will take market share.

Best explanation I’ve heard is from Claude Hopkins, in his famous book Scientific Advertising, where he plainly stated, “Advertising is salesmanship in print.” 

SO….if an advertisement that you place, doesn’t sell MORE than what you paid for it - FIRE the ad! Don’t repeat it unless you can find a way to fix it and fast! Doesn’t matter what the medium is, whether TV, Radio or print OR if it’s online or off-line.

The upcoming Super Bowl adfest is a perfect example of waste. A parade of HUGE marketing mistakes made by companies (and “brands” - gag me) that can afford to be stupid.  Rather than “build your brand” why don’t you put in a Call-to-Action?

Try having them call your 1-800 toll-free line or visit your web site to download a freebie in exchange for their name and email. Gosh, imagine interactive and profitable marketing?

FYI: Read this intriguing little article I just came across here at: http://bit.ly/SuperBowlAdsConJob

Post your comments here. How do you feel about traditional advertising? Do you use or want to use Direct Response advertising and marketing? Thanks in advance for your thoughts.

WATCH this video right now called “Will’s Wisdom” and see a thought-provoking compilation of suggestions, ideas and direction from actor, Will Smith.

I guarantee you’ll get some insights and feelings about why your business isn’t succeeding as much as you’d like it to.

It motivated me, so… no need to write more today. I’m off to:

1) Keep it simple.

2) Lay one brick for my (marketing)wall.

3) Make a difference. Make my clients’ lives better.

4) Create whatever I want to create and attack my fears.

5) Execute my “Plan A” so I “don’t get distracted by Plan B!”

6) Protect my dream and ignore the negative people.

7) Be UN-realistic!

Wishing you much success on your path to prosperity & profit today!

What do you think? Please leave YOUR comments, ideas and thoughts after watching Will’s Wisdom.

“It Tastes Awful. And It Works.”

Imagine the first thing that you tell your prospects is about how bad or how horrible a particular feature of your product or service is. Would you dare?

Perhaps you SHOULD be that daring and brave!

There are several reasons why you should (or could) try “Truth in Advertising” today.

1. ALWAYS Be Honest

This is more subtle than the obvious, plain and simple, “Don’t Lie.” It’s about where you direct your prospect’s focus. Do you avoid all the weaknesses and flaws of your solution, training or company? Buckley’s Cough medicine, as shown, can’t possibly avoid you discovering, very quickly, that it indeed tastes disgusting. What can they do? They brilliantly focus on eliminating your cough and imply that the horrible taste is a factor that may be unavoidable but it will WORK!

2. You’re Going To Get BUSTED Anyway

If you don’t have an obvious flaw, like really bad tasting medicine, but one that can be discovered eventually, you had better own up sooner than later. Once your client has taken your product out of its box or experienced your service for a while they will know the truth. More importantly, ‘their’ truth discovered is more powerful in the mind than anything you may have revealed or hidden.

3. Prospects Trust You MORE!

If you’re upfront and fully disclose every detail of your offer, both positive and negative, you’re perceived as honest and credible. How many times have you met or talked with a salesperson and you just felt they were “hiding” something or it sounded too good to be true? Conversely, what about a sales professional who ‘downsold’ you to a less expensive model because that’s all you need? True “professionals” recognize the long term benefits of SERVING their customers best interest. It leads to future sales and more referrals.

4. It Sets You Apart

The rental car industry is highly competitive and the struggle to be #1 is constant. Back when Avis Rent-A-Car was smaller, newer and competing for higher positioning in the rental car industry, they came up with a campaign with the slogan, “We try harder!” It’s now celebrating its 40th anniversary. This is how powerful ‘truth’ can be. How could you and your business benefit from similar positioning and longevity?

5. It’s Memorable

The Buckleys cough medicine advertising stands out in sharp contrast to everyone yelling out, “We’re the best!” There is some humour in the statement, in addition to association with cultural cliches like, “No pain, no gain!” You can take advantage of similar situations for your product or service. If you can bring a slight smile to your market’s face and provide a friendly, fun break in their day with your marketing message, then you may just have customers lining up!

Cough, Cough - In Conclusion

If your prospects have high expectations set by your conversation, your marketing or even their own preconceived thoughts, you have a standard to meet. When customers are let down, they’re more likely to return their purchase and even more likely to tell their friends and colleagues about their “bad experience” with you. Think about it. Do you remember painful memories longer and more clearly?

Create the kind of buzz you want. Think about ways to engage humour and honesty in your marketing. Your prospects will respect and trust you more. Isn’t that what helps bring out credit cards, my friend?

Reveal your flaws may actually become your greatest strength!

Please COMMENT below and let me know what you think or share a story you have related to this. Thanks!

Every year as another New Year’s Eve approaches, many people turn to the annual naval-gazing review of themself and their business. What do you want for yourself and those you love this fresh, new calendar year of 2010?

How much would it mean to you to reach all your goals? What if you could at least feel like you were making progress to reach your most desired outcomes?

Let me be short and sweet here in my two humble offerings to give you something to think about.

1) FOCUS

There are and always will be dozens, if not hundreds, of “opportunities.” But, what makes you more money, time after time? You have to think about what it ‘costs’ you each time you pursue another new idea or “sure winner.” Jack Welch remains the prime example of ‘Core Focus’ by taking GE from single billions in profit to over 10x that by concentrating each division on ONLY the area where they were #1!

You need to focus on your core service, your competitive advantage and/or your core favorite activity. With laser focus on what you want, you can prioritize and then more easily DO what you need to get it!

2) Set Your ‘Objective’ Before You Plan The ‘Process’

So many talk, talk, and talk or plan and plan. Ask yourself what you must DO to accomplish, to finish, to collect the cash and win the day! Are you still planning your web site, sketching out mind maps, or writing copy that noone has seen yet? (Don’t even ask me whey I know about this…

Execute your tactics immediately (and yes, even imperfectly)with passion! It will far out-perform an excellently planned strategic approach that’s never implemented at all!

Finally, I wish you much success, fun, peace & prosperity in the New Year 2010! I know you can do it and have all you want! Remember, to just “Do it now!” and feel confident with absolute certainy that it’s about “PROGRESS not Perfection!”

Post your feedback below and share your own productivity or prosperity tips for others this New Year of 2010!

If you need some help clarifying or setting your priorities while using NO-cost and Low-cost sales & marketing, then don’t hesitate to send me an email directly at MW (at) CustomerCatcher.com. I promise to “help you get more customers, until you beg me to stop!”

Check out these interesting predictions about Social Media.

In 2010, social media will get even more popular, more mobile, and more exclusive — at least, that’s David Armano’s guess. What are the near-term trends we could see as soon as next year? For one thing, Armano suggests, in 2010 “social media begins to look less social.”

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People ASK to know (even beg) for exactly HOW to make big bucks in a less time, with less effort so … here it is:

“Go and make TELESEMINAR MONEY!”

“I’ve personally sold my training to the tune of OVER $150,000 on one, SINGLE teleseminar. Yes, I have proof (in my shopping cart records) and I swear anyone can, IF you have the right system and strategy. You can too!”

Yet you’d be surprised what happens next. You give someone an ‘Answer’ and make meaningful, honest recommendations, only to have them argue or even unsubscribe. Craziness. What gives?

You give someone a virtual ‘TREASURE MAP‘ and all the direction and tools they need BUT they can’t handle a little digging to uncover the chest laden with golden rewards !?!

Do you typically make $100,000+ everytime? No. But I’ve taken solice (hee hee) in making only $14,000 after a 1-hr. teleseminar that I spontaneously decided to hold one day. By the way, the list that got that offer had less than 900 people on it.

Other teleseminars have brought in sales of $99K or $86K. (These are my personal results and experience.) What IF you got one call in a whole year to make six figures? Wouldn’t it still be worth it?

Easy? Can be. You need know how to build a list of prospects, how to use technology that’s easy to use (some of it free and most for less than a $1 a day) and the best ways to work other people for even bigger results.

Your #1 modern day, Treasure Finding Tool is “Teleseminars!”

In closing, all you need to do is MODEL what successful teleseminar leaders do. Follow in their footsteps along a trail to cash-collecting calls - already laid out and simple to follow.

Find your own Tresure Map at TeleseminarMoney.com.  And HURRY because you can only participate in this year’s Teleseminar Secrets event prior to Saturday, Dec. 5th at 5 pm Pacific, 8 pm Eastern.

 Wishing you much success - Martin.

HERE!!! at http://tinyurl.com/PLF-CaseStudies-FREE (but you might want to read this first)

Everyday, hundreds of opportunities to learn how to get more customers and make more money slip through your hands.

Here’s something that I think you and everyone can learn from.

I just sent out a promotional email recommending my friend, Jeff Walker’s, “PRODUCT LAUNCH FORMULA” or PLF for short. I’ve personally used it to make lots of cash with online promotions and launches for radio shows, podcasts & my own company’s Customer Catcher coaching, training or info-products.

Getting to the punchline - I get this email from a “dude” (was in his email moniker) asking me:

“So, like wheres the FREE?”

Here was my response:

The answer consists of a few dimensions:

1 - OBSERVE the Process - you can use the same marketing process, including ’swiping’ copy or the format for your own book, radio show, podcast, products or services, etc.

2 - Take NOTES from the video presentations of the Case Studies from people who actually applied the concepts.

3 - COPY Success - Jeff also offers a FREE BLOG where he has some great educational content that he uses as “marketing” content. Why do we think we have to come up with a ‘new’ way to get more customers?

Hope this addresses your question, sir. In summary, you do NOT have to buy a thing from Jeff but you can LEARN just from his promotional material for free at:

http://tinyurl.com/PLF-CaseStudies-FREE

+++

You must OPEN your eyes to the MILLIONS of dollars being made right in front of you!

Don’t just send promotional emails to your junk or spam folders. Visit the sites. Watch the videos, listen to audio, or read the copy used to influence prospects to buy.

LEARN & PROFIT from them!

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In my last post, we talked about the importance of getting yourself “out there” to make sales on the road. Want your best prospects to discover you and your business? To get more customers, you need more people to come across your marketing and then to quickly conclude that you are THE solution to their problem.

Many of my private clients have amazing products and services but less than amazing methods for making sure the whole world - actually even their local community - knows that they exist at all. Sad, sad, sad situation.

1st question: What to do?   Short quick answer: Get KNOWN!

 2nd question: HOW?   Longer (quick) answers: 

 A) BLOG

Start a blog and post smart stuff REGULARLY. This means commit to posting on your blog on a consitent basis. These do NOT have to be Pullitzer Prize, long, feature articles. Quick ”blurbs” let’s say, like tips, checklists or 200-word suggestions are enough. (Now, let’s see if I can keep it short today…)

B) Submit ARTICLES

Aritcle writing and marketing is still one of the top ways to drive more TRAFFIC to your web site(s). Video and audio are wonderful media but still lack the same Search Engine pulling power of text. Remember to use your strongest and highly-searched keywords in your articles’ titles and body copy (plus as tags for your video and audio). Best known Article Syndicator is probably www.EzineArticles.com where you can post your articles for others to repost on their sites.

C) Be the Expert Guest On, or, Host Your Own TELESEMINARS

Teleconference-based presentations (and webinars - with a screen presentation on your computer at the same time) are fast, simple and effective events that introduce you to your best prospects. Just by attending they are raising their hands to show they are qualified, looking for help, and willing to take action to solve their problem. Telesminars are easy & convenient for prospects to use. All they have to do is pick up the phone and dial from the comfort of their own home or office with no travel, parking or business attire required. How relaxing….

E) Use AUDIO

Audio is the fastest way to communicate your message with emotion and conviction. It’s cheap, easy and quick to create AND change on the fly. You can near-instantly create a Radio Show or Podcast on iTunes. Or, record your voice and send it via email in an Audio Postcard like this one about “5 Key Trends in Today’s Marketplace To Get More Customers.” A fast, affordable service I use let’s you create Audio Postcards in minutes.

F) Use VIDEO

Video is very popular with the ever increasing spread of YouTube and other video-based, content aggregators. You can have your own “Channel” where you can post a series or individual segments.  You can see my YouTube Customer Catcher Channel here. Introduce yourself personally, interview experts, demonstrate new products, solve repetitive customer service issues and more. Plus, visitors can Subscribe to your channel. Start with an easy-to-use video posting software. Here’s a FREE trial for one I use called Instant Video.

G) Go to NETWORKING Events Online

Whether it’s in slow motion by posting on other people’s blogs or forums or any of the many Social Networking Media sites, make sure you are participating in your community’s conversations. Be daring. Post your opinion. Be a bit controversial. Create an appointment on your calendar to post on sites, like Twitter and ask people to “Follow” you there. All they have to do is click on the “Follow” button under your Twitter name, i.e. www.Twitter.com/martinwales

H) MEET PEOPLE In Person Offline!

Yes. Imagine. Real live handshaking and eyeball to eyeball business development. You may have heard me say it before and I’m going to say it again here. “The best online opportunities are created OFF-line.” The internet is a productivity tool to implement sales & marketing campaigns that start with meeting, or even bettter - being introduced to - the right contacts, in person, OFF-line!

Get more customers and increase your sales today. Time to stop reading and get OUT THERE!

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He was a pleasant, smiling, older gentleman who had long since retired. His name was Jim.

Jim told me that when he was working for Liquid Paper, during the age of the typewriter, he was their Number One Sales Person out of thousands. Want to know how he did it? I wanted to know.

I asked him this question, “If you could sum up in one sentence what led to that level of success for you, what would you say?”

He looked at me and smiled. Thought a moment and then calmly replied. His response has stayed with me and helped me sell literally MILLIONS of dollars in products and services over the years, for others and for myself.

His answer?

“Sales are made on the road.”

It took a while for his wisdom to sink in. What did he mean? Work hard?  Is that the ”One Thing” that the top salesperson (in any organization) uses to repeatedly and continually outperform all others? No. He meant sales are made face to face because that’s how relationships were built back then.

The face to face part decades ago meant that eyeball to eyeball contact and a firm handshake helped you to ”win trust.” How can you get to the same end result in business today - TRUST - and multiply your income, even if you can’t travel to meet people in person?

Today, the “road” you must be on is the Internet. Get leverage there. You can be seen simultaneously in many, many places. After all the Internet has been referred to as the “Information Highway” from its beginning.

Be seen. Be heard. Let people look you in the eye in your video posts, hear your tone of voice with audio players, and experience your commitment and passion around your offering.

Keep an eye out for my next blog post where I’ll give you several strategies and methods online. Then you can experience first hand how “Sales are made on the road.” 

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If you’re looking for ways to get more customers and collect a little extra cash (or just pay the rent), then you need to ask yourself one question:

“What can I sell TODAY?”

Plus, there’s a few things you should avoid. These are things NOT to do. Then we’ll cover what you CAN do.

It’s funny, odd, sad, interesting or curious - take your pick - when a business or individual wants more money that they engage in, or start to do, any of the following:

Borrowing Money

You can’t borrow to add to your bottom line. You can’t borrow you’re way out of debt either. You can SELL your way to success however. If you have an existing customer base, go back to them with a new offer (not necessarily a discount!) with a bonus or extended benefit.

Spending Money

I’ve always viewed spending as something discretionary but not essential. It’s usually an emotionlly based, implusive and incremental improvement, like a slightly better printer or the latest cell phone model, and often done just to make you ‘feel’ better.

While investing is a decisive, objective action taken to reach a specific outcome. You invest in an item, event or service that has a highly probable chance of bringing you an immediate Return on Investment (ROI) - preferably immediately!

Starting New Marketing

Starting a new, especially an expensive marketing campaign that is unproven can be lethal. Display advertising and high risk activities like Live Events can be big flops if you’ve not used them before and know what you’re doing.

Don’t get me wrong on this one. I LOVE new marketing tactics. I’m just suggesting you use proven, low-cost and no cost methods (like our Free Marketing Tips at www.CustomerCatcher.com) that involve less risk and less of your precious capital or credit.

A great example of more immediateablly measurable results is using direct mail, postcards or letters, that drive prospects to a web site with an irresistable offer. Another is the combined use of classified ads listing a toll free 800 line with an audio text message, again inviting people to get online or better yet - to call you!

Thinking ”The Internet” Can Save You

While the Internet is the most amazing, revolutionary and evolutionary media, it is really “just another medium” to use for your marketing. It should be integrated into your existing strategies and used to increase productivity, like sharing a map to your business, perhaps delivering digital products or providing downloadable intake surveys.

It’s the reliance on the web I’m talking about. It’s a false belief to think of your web site(s) like an employee - you know, like a human - that can lovingly handle prospects and customers. There is nothing BETTER than an interactive human, no matter how ‘interactive’ your web master says your site is. Solution > first thing on top of your Home Page is your toll free number.

Looking for “Investors”

One of my clients spent six months and probably close to $50,000 putting together materials and research to find investors. He sold absolutely nothing during this time. He failed to find an investor that didn’t want to own more than what he viewed as a fair share of his company. He also waisted half a year that could have been spent selling to his existing clients, reactivating old customers, and networking with associates that knew him already and would refer him.

Planning, Meeting, Planning, Meeting

Have you ever phoned somewhere to buy something and been asked to leave a message by the receptionist because “Everyone is in a sales meeting?”  Get it… “IN A SALES MEETING?” Arrrrgggghhh. I was a hot prospect, taking an action to connect and turned away - never to return by the way.

It’s the old wisdom of “Ready. Fire. Aim.” If you’re constantly in meetings, planning and debating how best to proceed to save your business then YOU are only in ‘Aim’ mode and your competition is eating your lunch. (Ok I dare you to fit more cliches into your blog posts. Sorry ’bout that but I think it still works here.

Stay Tuned

While the above are presented to make you think, they’re aren’t what you need to do.

Think about your answers to the question, “What can I sell today?” and how you can take action now. Share your feedback and comments here. Post your best ideas too!

Then keep an eye out for my next blog post, I’ll share a few ideas and solutions to help you “Sell today!”