A Unique (and Effective) Pocket Guide Idea to Swipe

The past month has been a blur with attendance and exhibiting at several events for Infotail (the marketing and sales automation company I co-founded in late 2014).

In preparation for these events, I created a number of unique and powerful marketing pieces which I plan to share with you over the coming weeks.

I shared the David Ogilvy-inspired ad I created in this article.

And today I want to share a simple marketing tool any business owner can use in their business for event marketing like we did or for direct mail or online marketing.

It’s the development of a “pocket guide” relative to your products or services. This small, short book format is something I have been a fan of for years and have used it many times for many projects and showed a few examples in this past article.

This simple and portable marketing tool continues to generate profits for me every time I use it and this recent version, The Pocket Guide to Fix Your Follow-Up, is no different. People like it because of its unique format and the fact it’s a quick read.  There is also a very good chance it will not get thrown away like the traditional brochure.

You can download a PDF version of The Pocket Guide to Fix Your Follow-Up here.

The other smart thing we did for these recent events was to insert the guide into a similar-sized envelope that was a direct-response device. This envelope was printed on both sides and drove attendees to our booth to get another valuable gift.

I can see a similar strategy being used in a direct mail campaign and given the low price of printing these guides and envelopes (we paid around $1.00 per set), it’s […]

Ode to David Ogilvy

An Ode to David Ogilvy & Marketing Contest

If you’ve read any of my past online articles or newsletter issues, you know I am a fan of the classic copywriters and ad-men of the 20th century. Gentlemen like John Caples, Vic Schwab, Eugene Schwartz and David Ogilvy, which is why when I needed inspiration for a recent print advertisement I was working on for Infotail, I decided to pay homage to David Ogilvy and his classic Rolls Royce ad from 1959.

Most students of direct response marketing are familiar with this world-famous ad touting the quality of Rolls Royce.

Since I needed a full-page ad for the GKIC SuperConference program, knowing that many who would be in attendance are fans of the classics, I used Ogilvy’s format for my ad, which quite a few attendees commented on.

But here is where things took a funny turn last week. A colleague of mine who I had not seen for several years, Paul Feldman of InsuranceNewsNet, came up to me and proudly showed me his David Ogilvy-inspired magazine insert.

Paul’s insert mimicked the classic Ogilvy & Mather’s full page newspaper advertisements from the 1960’s and 70’s which were designed for a very specific purpose that is still relevant today (more on that in a moment).

Paul and I were like two marketing geeks, as we proudly congratulated each other on our like-minded approach and ode to Ogilvy.
Because there was a specific method to my madness for my SuperConference ad (and I am sure the same one applies to Paul’s insert), I wanted to encourage my readers to study these ads and then see if they know “the psychology behind” both recent examples?

Obviously in this day and age of 140 character tweets […]

Essential Follow-Up Marketing Systems

For the bricks and mortar business owner who relies on customers (or clients/students/patients) to walk through his or her business front door to buy products or services, properly designed follow-up marketing techniques and campaigns are critically important for these important reasons:

They differentiate your business from your competition.
They delight prospects and customers.
When automated, they happen without you having to think about them.
They add more bottom-line profits to your business (by adding a few specific follow-up marketing campaigns, you will convert more prospects into customers and create more sales from existing customers ALL WITHOUT ADDITIONAL ACQUISITION EXPENSES!).

Having the first right move to get somebody’s valuable attention and response is practically worthless if you don’t have strategic follow-up moves in place and ready to go, literally at the press of a button. This is why we are hosting a special one-day Fix Your Follow-Up Workshop this June 1 in Philadelphia, PA. Our goal is to help business owners plug these profit-sucking leaks, once and for all.

To get you started with your own business audit, we’ve identified 12 specific follow-up marketing systems we believe every bricks and mortar business owner should have in place, including:

Lead Generation Follow-Up System
Prospect Call – No Visit Follow-Up System
Prospect Visit Follow-Up System
New Customer Follow-Up System
Long-Time Customer Follow-Up System
Online & Offline Review Solicitation System
Referred Customer Follow-Up System
Referral Partner Follow-Up System
Event Marketing Follow-Up System
Upset Customer Follow-Up System
“Lost” Customer Follow-Up System
Internal Team Member Follow-Up System

Simply reviewing this list and thinking about your own business is a valuable exercise for you, however the real magic happens when you start filling in the blanks for each of these and building these systems in your business.

While I don’t have the space here to go into great detail on how […]

Ray Kroc & Wisdom from McDonald’s

I recently finished an interesting book and wanted to pass it along to other business owners as a suggested read. The book is titled “Grinding It Out: The Making of McDonald’s” and it’s the autobiography of Ray Kroc, the entrepreneurial legend who brought McDonald’s to the world.

Published in 1977, seven years before Ray died, Grinding It Out is an insightful look at a true salesman and entrepreneur, in his own words.

You may not realize it, but Ray Kroc’s success with McDonald’s didn’t happen until his mid-fifties and in his own words Ray said, “I was 52 years old. I had diabetes and incipient arthritis. I had lost my gall bladder and most of my thyroid gland in earlier campaigns, but I was convinced that the best was ahead of me.”

The other thing you might not know is that Ray Kroc did not start McDonald’s, the McDonald brothers of San Bernardino, CA did.   Dick and Mac McDonald founded the first McDonald’s restaurant and when Ray discovered it, he saw gold and formed a business relationship with the two brothers. For a number of reasons, the relationship did not last long.

According to Ray, “The McDonald brothers were simply not on my wavelength at all. I was obsessed with the idea of making McDonald’s the biggest and the best. They were content with what they had; they didn’t want to be bothered with more risks and more demands.”

The rest, as they say, is history, with Ray growing McDonald’s into an international, multi-billion dollar empire.

Regardless of your opinion on the quality of McDonald’s fare, a study of Ray Kroc, his thinking process, his appreciation and insistence on developing systems and his deep concern and focus on the customer […]

Marketing Context is Critical for Maximum Results

One of the principles of marketing I constantly remind people about is the importance of appropriate marketing context.

The term “context” means the set of circumstances or facts that surround a particular event, situation, scenario, etc. and for this article, what I mean by marketing context is the appropriateness and sensibility of a particular marketing message delivered to a particular target in a particular way.

Dan Kennedy preaches the importance of the MESSAGE-MARKET-MEDIA pyramid and his simple communication model is a fundamental model for all business owners.  The right message to the right person via the right media is a recipe for success and chances are you’ve heard this before, but what you might not have considered is the critical importance of marketing context.

Marketing context considers who you are communicating with and how you should be communicating with them. For example, you should communicate with your current customers/clients/patients differently than you would communicate to a prospect.  When communicating with a customer, the context of your relationship allows you to be more informal and personal because of the existing relationship.

With a prospect, the relationship has yet to be created, so the context of the relationship is one of a “warm-up period”, where over time, you allow them to get to know, like and trust you.

You’ve probably heard marketing context compared to the dating experience.  Most people do not ask their spouse to marry them on the first date.  There is a courting period, an engagement period and finally marriage, yet many business owners market the same way to all their target audiences.

Let me share a specific example of marketing context and how it relates to day-to-day marketing.  My friend and expert-marketer, Bill Glazer, often shows one of […]

Fix Your Follow-Up Marketing

NO business is immune to it and I guarantee everybody reading these words is guilty of either inadequate, or worse, no follow-up marketing. Like a leaky bucket, poor follow-up marketing is draining your business of additional sales, profits and customer goodwill.

Over the years I’ve consulted with hundreds of business owners and every single one of them had follow-up marketing holes in their business and while I cannot condone them, I understand the reality of running a business.

The lack of proper follow-up marketing systems is an insidious problem and often ignored and overlooked, in lieu of “sexier” marketing initiatives. Most business owners typically focus on the efforts of driving new leads and prospects into their businesses to become customers and even though considerable time and money is spent, many of these business owners have embarrassingly inadequate follow-up marketing campaigns to convert these leads and prospects into customers.

Marketing-oriented business owners focus on acquisition and more, but often still fall short. These business owners try their best at staying in touch with customers, with various customer nurture marketing efforts like newsletters and broadcast emails, but if you peek under the hood of these businesses you will find the same follow-up marketing holes.

For the bricks and mortar business owner who relies on customers (or clients/students/patients) to walk through his or her business front door to buy products or services, properly designed follow-up marketing techniques and campaigns are critically important for these important reasons:

They differentiate your business from your competition.
They delight prospects and customers.
When automated they happen without you having to think about them.
They add more bottom-line profits to your business (by adding a few specific follow-up marketing campaigns you can convert more prospects into customers and create more […]

A Copywriting Headline to Help Overcome Procrastination

Being on the lookout (e.g. having your marketing radar always set to ON) for smart marketing you can modify and use in your own business is a worthy use of your time and attention.   If you’ve been reading my article posts over these past several years, you know I am constantly advising business owners to be on the lookout for smart marketing they can replicate in their own business.

Here is such an example of a simple, yet powerful copywriting headline worthy of your attention.

I found this print ad for The Stuttering Foundation and immediately thought the headline was a great one to add to my swipe file, since it goes to the core of a common human trait – that crosses ALL industries and niches – inertia and procrastination.

Unfortunately, none of our businesses are immune to our prospects and customers not doing what we ask them to do, even when it’s in their own best interest to respond or do something now.

Each of us has to be constantly motivating people towards the desired outcome and this particular headline does a good job of this because of its direct, no-nonsense message.

What I like so much about this ad’s headline is the ease of which ANYBODY can tweak and modify for their business. For example, with just a few seconds of thought I came up with these variations:

There are many ways to help your elderly parents. Doing nothing is not one of them!
There are many ways to lower your taxes. Doing nothing is not one of them!
There are many ways to reduce your business benefits expense. Doing nothing is not one of them!


You get the idea.

Now it’s your turn. Think of your own business, take this […]

5 Marketing Game Changers for Your Business

I cannot help myself, but I love talking to entrepreneurs and business owners. It tends to drive my kids nuts, especially when we’re at a new restaurant or store, but I cannot help myself. I find these conversations quite interesting and as you would expect from me, I usually start to asking the owner various marketing questions.

Unfortunately, many times I hit a wall where the owner expresses reluctance and staunch stubbornness to even consider trying something new in their marketing efforts. Running and marketing your business with blinders on is inefficient and detrimental to your bottom line. Now I’m not saying you need to pay attention to every shiny object that hits your email inbox, but being open to learning and trying new things is an inherent trait for successful entrepreneurs.

The challenge comes down to knowing where you should spend your time and money and in this article my intent is to showcase five marketing game changers you should thoughtfully consider for your business in 2015. These are not the sexiest strategies and there’s a 99% chance you’ve heard me preach about them in the past, but I’ve seen success after success with these strategies with my Private Client Group members and others I know, that you would be foolish not to spend quality time considering how to use them in 2015.

Each of these strategies can work for you. They can increase your level of influence. They can drive new prospects into your business. They can help you connect with your best customers and offer them the products and services they want, but only if you figure out a way to use them. So with that in mind, here are five key marketing strategies […]

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    Marketing Contest: Can You Identify These High Impact Marketing Strategies?

Marketing Contest: Can You Identify These High Impact Marketing Strategies?

In the past, I’ve shown several advertisements for the Jitterbug cell phone because their ads typically follow good direct response marketing laws and design techniques and this recent ad is no different.

This ad in particular, does two very smart things, which both represent powerful strategies for you and your business and rather than just share them, I want to get you thinking and seeing if you can figure out what they are.

Click on the above image to enlarge the ad so you can read it easier and see if you can figure out one or both of the key marketing strategies this ad showcases.

Three tips for those up to the challenge:

One of the strategies is something I talk about on a regular basis and is something every business owner should be doing with every one of their marketing campaigns.
The other strategy is an engagement technique.
And finally the two strategies are NOT design or layout strategies. So while this Jitterbug ad does a lot things right when it comes to making it readable and easy-on-the-eyes, these are not the techniques I want you to grasp from it.

I have two valuable prizes for the first two readers who correctly identify the two strategies. I will update this article later this week on Thursday and highlight the best suggestions from readers and give you the final answers (along with my analysis).

To play along, simply type in your answer(s) below and check back this Thursday.

Thursday Update and My Analysis:

First off, thank you to everybody who submitted their answers to this contest. There were a lot of smart insights and feedback on what makes this ad from Jitterbug so well done and worthy of your study.

However the two BIG […]

Take This Simple Direct Mail Test & Avoid Costly Mistakes

I will make a professional disclaimer right from the start – critiquing 99% of the direct mail that lands on my desk is like fishing out of a barrel – there’s really no challenge to it, because most of the direct mail being sent is so bad.

So the purpose of this article is not to illustrate my direct mail prowess, but instead offer you a simple, one-question direct mail test (and reminder of what NOT to do).

Ready for this simple direct mail test…?

Question: Does your direct mail look like this?

Answer: I sure hope not!!!

If your lead generation direct mail looks like the two samples above, please do yourself a big favor and STOP!

You will save yourself time, money and frustration.

And you will save the poor souls who have to now throw it, unopened, into their recycling bin.

Friend, if you read my blog articles and/or are a High Impact Marketing Club member, I’m guessing there’s a good chance you would never send out direct mail like this – ever. These two examples of Big Dumb Marketing (BDM) perfectly illustrate what’s so wrong with much of the marketing business owners attempt on a daily basis.

For background sake, these are mailings from local insurance agents asking me to call them to learn how to save money on my auto and home insurance (ironically I received them two days apart). I would love to know what the results of these mailings are, but since I highly doubt the local agents or the parent company track response, I will never know. But my guess is the results are pretty bad.

If you’re new to my personal brand of High Impact Marketing, let me share the top five reasons to NEVER, […]

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