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    Part 2 of 5: The Infotail Customer Lifecycle – Start with the End Result in Mind

Part 2 of 5: The Infotail Customer Lifecycle – Start with the End Result in Mind

In Part 1 of this five-part series introducing Infotail®, I described the concept of Infotail broadly and why it is an appropriate marketing platform for Main Street-type business owners.

In Part 2, I want to go a bit deeper and look at the Infotail Customer Lifecycle and why there’s a high probability it’s an appropriate goal for your business.

It’s a sad matter of fact, but the typical small business owner looks at their customers completely wrong.

These average business owners think you get a customer to make a sale. The Infotailer looks at this assumption differently and knows the point of making a sale is to get a customer. This is a BIG DIFFERENCE and once understood and set as a goal, it completely changes the way you approach marketing and sales.

Most business owners think in terms of transactions, as in,

“I need to clean 5 houses today,” or “I need to serve 50 dinners,” or “I need to see 10 patients.”

This churn and burn attitude ignores the potential lifetime value of a customer and what this value truly means to a business.

The Infotailer knows an ideal customer is a vital and valuable business asset.   As an Infotailer your job is to:

Identify your target customer
Offer them educational information to get the interested in your products or services
Offer this information and capture the lead
Get them to a first-time visit to your business
Convert them to a customer
Deliver and delight them with your offerings
Nurture and get them to become lifetime customers
Make them raving fans of your business.

Essentially, you make a sale to get a customer and do everything in your power to create value and keep that customer for life. When done correctly, the lifetime value of a customer is […]

Part 1of 5: An Introduction to Infotail

Once in a while a business innovation appears that is a true game-changer for the Main Street small business owner – and by Main Street small business, I mean the types of businesses all around us, including:

Repeat retailers – e.g. restaurants, martial arts studios, lawn care services
Big-ticket retailers – e.g. kitchen remodelers, automotive sales, real estate agents
Professional practice retailers – e.g. lawyers, physicians, dentists, chiropractors
Professional service retailers – e.g. accountants, insurance agents

One such game-changer is Infotail®.

Infotail is the brainchild of two long-time retailer clients of mine, Jeff Giagnocavo and Ben McClure, and it’s a marketing and sales strategy they’ve innovated, refined and proven over the past two years; both in their own stores and their consulting client businesses. After hundreds of hours of research and development and tens-of-thousands of R&D dollars, the three of us have joined forces to create Infotail Systems, Inc. – a full-service marketing automation company.  Watch this video of Jeff giving a high-level overview of Infotail at our recent Infotail 2014 event.

At its most basic concept, Infotail is a revolutionary new marketing and sales philosophy for bricks and mortar business owners who have tangible products or services typically purchased or delivered when customers walk through the front door.

Infotail is grounded in the proven power of putting educational information in the hands of people who need what you sell. Helping before selling is a key differentiation in the way Infotailers think about their business.

Another key differentiator to the way Infotailers think about their business is the development of the ultimate goal of what we call the Infotail Customer Lifecycle. We believe the types of businesses I described above should strive to deliver the Infotail Customer Lifecycle each and every day. The […]

Good Headlines – Collect Them When You See Them

While on a recent flight, I perused through the airline’s magazine and came across a display ad which contained a good headline that caught my eye and one I wanted to share with my readers to model after.

Stauer is a company that creates “classical style” advertisements worthy of study by all marketers. Typically their ads are very good examples of direct response copywriting and design. This particular ad contains a bunch of smart things and you should click on the image above to see and study the larger version.

As I was skimming the magazine, this ad’s headline practically forced me to read the ad because it was so contradictory to what I was expecting.

How many ads have you seen that start off by telling you that you cannot buy the product contained within it?

Talk about “takeaway selling.”

I can see many types of business owners who can take this good headline format and swipe it for their business in a variety of different ways…

This Book is NOT for Sale… It’s yours for Free when you opt-in below
This Software is NOT for Sale… It’s yours for Free when you invest in this home-study course
This <insert your lead-magnet or bonus product here> is NOT for Sale… It’s yours for Free <when you do this>

Smart marketers are always looking out for marketing ideas and examples they can swipe and use in their business. On page 25 of my High Impact Marketing Manifesto I suggest everybody turns their “marketing radar” to ON so they can be constantly looking for ideas and opportunities to use in their marketing.

My radar was on when I saw this advertisement and I will be using his headline in a campaign I will be running […]

How to Create Your Own Marketing Tip Sheets

By now you should know I am a fan of simple and effective marketing strategies. While I am a believer in technology and forward-progress, I also believe that many times it’s the simple marketing strategy or tactic that yields the best results. One example are marketing tip sheets.

I’ve been using and prescribing the use of marketing tip sheets for years. Prospects and customers like them because they offer helpful information in an easy-to-digest format. I like them because I know they make great “bait” for lead generation, and because they are easy to create and inexpensive to produce. I am currently using tip sheets as part of my High Impact Marketing campaign (see the optin box to the right of this article).

I believe everybody reading this can figure out a way to benefit and leverage either a digital tip sheet or a printed tip sheet in their business, like my Private Client Member, Jon Toy has done. Jon wanted to offer his sign-creation services to manufacturing companies and created a tip sheet to show managers in these companies how to use signage to keep employees safer, etc.  He offered his tip sheet as “bait” in a direct mail campaign to get the recipient to say “yes.”

To help you get started on the development of your tip sheet, I want to share some of my best tips on tip sheets.

Before you start, you should picture the ideal person you want to receive and find your marketing tip sheets useful.

Before you start – answer these questions:

What is one area of life or business my customers consistently have trouble with or would like to know more about?
What is the most common mistake my customers make relative to […]

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    A Smart Way to Differentiate Your Business – Create a Unique Value Process

A Smart Way to Differentiate Your Business – Create a Unique Value Process

Last week I hosted one of my regular mastermind meetings for my Private Client Group and a fair amount of time was spent discussing how to differentiate your business and the importance of having a Unique Selling Proposition (U.S.P.). I am not going to spend time today discussing the importance of having a U.S.P. because a quick Google search will turn up more than enough articles how on how to create one, what’s the difference between a U.S.P. and a slogan, etc.

[As an interesting side note, after that meeting I dusted off my copy of Reality in Advertising by Rosser Reeves, the gentleman credited with coming up the Unique Selling Proposition, and re-read what Reeves thought about the U.S.P. In its day (1961), the concept of a U.S.P. was revolutionary, but today is a different time and you and if you read Rosser’s book, you might even disagree with him on some of his points as they relate to today’s world. Marketing and differentiating your business in 2014 is much harder than it was 50 years ago. Sure technology has made some things easier to do, but for most business owners trying to rise above the noise, trying to get attention and trying to differentiate their business is very difficult these days and more than just a U.S.P is needed.]

Yes, you should work on coming up with your Unique Selling Propositions (notice that’s plural), but today I want to discuss something else. Something I’ve preached for years, but find little information on the Internet or in books discussing it.

It’s your Unique Value Process (U.V.P.) and it’s an important, yet often overlooked strategy for clearly positioning your business value and how it’s different from your […]

Go From Blah, Blah to BIG AH-HA!

The other night I hosted a private “ask Mike your most pressing marketing questions” webinar for my High Impact Marketing members and one of my members, Tim Murphy of Murphy Industrial Products asked a rather interesting question:

“Mike, can you tell us what concepts are on your mind right now, that have you the most intrigued? Or maybe it’s a strategy?”

I love the fact that Tim, who is a good B2B marketer, is always looking for new insights and ideas to grow his business and to be honest his question made me pause for a few moments to collect my thoughts.

I wanted to share part of my answer to Tim because it’s a good reminder for any business owner.

One concept that has me most intrigued and one where I try to help as many folks as I can is the notion of “going from blah, blah to big ah-ha!”

In other words, how can “ordinary” businesses break away from the cycle of noisy, hype-filled marketing; rise above the competition; present their products or services in new and unique ways in order to connect with their ideal target customer?

Blah, blah marketing is what ordinary business owners do. It’s the kind of noisy, “me too” marketing you see all around you… in your mail box, in print ads, etc. It’s the same old, same old stuff.

Big ah-ha marketing is what high impact marketers do. They know the value of standing out,  being different, getting personal; and wrap their marketing campaigns around big ideas to solve their customers’ biggest pains.

I’ve written about the idea of wrapping your products and services around a big idea many times and a quick search on this site will yield other articles about the […]

The Magical Power of “Grunt Work”

I had an interesting recent call with one of my Private Client Group members who asked for my input on how he should proceed with a specific marketing campaign. One to a very small, but very influential audience.

I think my answer may have surprised him a bit.

I told him he needed to write a very specific type of letter (and not hire somebody else to write it).

He needed to personalize it to each recipient (not some generic, one-size-fits-all letter) and hand-sign it.

And he needed to literally stuff the envelope, put the stamp on it and put it in the mail.

I then told him he needed to make sure he followed up. Personally. With each person. Himself.

I instructed him to promise me his virtual assistant would not do this for him and that he would literally take his time (valued at a least $150/hour) to do what many would consider “grunt work.”

I think he thought I was nuts. But as I explained to him for this particular marketing effort, I wanted him to make this campaign as “hand-crafted” as possible and I wanted him to personally own it.

Maybe you think I am nuts for suggesting this, especially in light of the fact there are $2.00/hour virtual assistants available to do pretty much everything for you, but hear me out.

I am a firm believer in getting one’s hands dirty once and awhile and doing the so-called grunt work in your business. I think it’s important to stay grounded and not remove yourself so much you forget what and who your business is really about.

Just this week, I sent out a small batch of about 25 personal letters. I printed them. I signed them and I put […]

Use This Stress Card Marketing Idea to Get Attention

Are you stressed out trying to come up with your next effective marketing idea?

If so, I have a powerful idea and one you may have not seen used before.

I call it my stress card marketing letter and it’s adaptable for any type of business – including yours!

Now before I share the details, I have to give credit where credit is due. I first saw this stress card marketing letter in a Gary Halbert 1988 newsletter.

As soon as I saw it, I loved it because of its unique approach and the fact that it shouldn’t add any additional weight to your direct mail piece.  So you can the BANG of  interactive, dimensional mail without having to pay lumpy mail postage.

I am not sure if Gary came up with this inexpensive marketing idea, but it sure is different and it does a great job at one of the most critical jobs of any marketing piece – to get the attention of the reader.

As soon I saw an opportunity to use the stress card in a direct mail campaign, I contacted my Private Client and trusted promotional marketing expert, Phil Brakefield, who found me a full-color, plastic stress card which I could customize with my information and logo for less than $1.00/card.

I then crafted a four-page letter and attached the stress card to it.  As of the posting of this article, my response rate to this specific letter has been 36%!!!

Using a customized stress card in your marketing (like a direct mail sales letter) is an attention-grabbing, “get the reader involved” marketing idea that works in any business or niche for many different reasons, including:

It allows you to use teaser copy on the envelope to tease the […]

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    Infotail 2014 – Marketing Systems & Tools for Retail Business Owners

Infotail 2014 – Marketing Systems & Tools for Retail Business Owners


If you own a Main St. style retail business, one where you have tangible products or services purchased or delivered when customers walk through your front door, and you’re looking for PROVEN and EFFECTIVE MARKETING SYSTEMS to generate new business and leverage your existing customers more profitably, then you must join us for the first-ever marketing systems and automation training event dedicated to retail business owners – Infotail 2014!

I am co-hosting Infotail 2014 with two retail marketing experts (and retail business owners), Jeff Giagnocavo and Ben McClure and during this exclusive two-day training, we’re going to dive deep into thespecific marketing systems, EVERY retail business owner must have in place in order to thrive and prosper, including:

Long gone are the days of doing things the way you’ve always done them.  Today, if your NOT using marketing systems and marketing automation tools to build your business, your leaving substantial money on the table!

Infotail 2014 is not an academic, theory-only type event!  You’re going to see first-hand proven strategies and tactics that are working in today’s economy.  Visit Infotail2014.com, download our free report “10 Commandments of Infotail™ Customer Attraction and Sales Success” and secure your seat for this amazing business-building event!

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    Marketing Contest: Can You Identify This High Impact Marketing Strategy?

Marketing Contest: Can You Identify This High Impact Marketing Strategy?

Here in the U.S., we’re heading into the end of summer and many folks are getting in last second vacations and gearing up for a new school year. With this in mind, I thought I would pose a fun marketing quiz and see if you can identify the rather smart high impact marketing strategy in this display ad from Harbor Freight (click to enlarge).


This particular strategy can be used by ANY business owner in the marketing of ANY business and it’s something of a “game-changer” in its technique.

I’ve got three very cool High Impact Marketing grab-bags I am going to send to the first three winners of this marketing quiz. These valuable grab-bags include a bunch of nifty and valuable tools, gifts and more for those who appreciate my kind of marketing.

To win one of the valuable grab-bags, you must be one of the first three people who identify the specific strategy and reason why the strategy works so well below. Again, in order to be a winner, you must identify and post in the comments section below:

The specific marketing strategy
The reason why it works

Incomplete or half-answers are not eligible to win one of the grab-bags. So dust off the summer cobwebs (or winter doldrums if you’re in the other half of the globe) and see if you can identify high impact marketing strategy in this ad.
CONGRATULATIONS to Jeannette and Stacey for identifying the high impact marketing strategy I wanted to illustrate in this example.


Here are my insights:

This ad from Harbor Freight does a number of things really well and I want to congratulate and thank everybody who posted their thoughts below. You all had very smart and insightful comments.

Without a […]

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