Comprehensive Marketing Package
The following Manuals are 20 to 60+ pages of practical advice on each topic. They are $60 each or all 26 for $1000. See also the following consulting offer for an even better deal.
Most of the early manuals in this set are the foundation work that a complete marketing plan needs to go through. Later manuals cover a particular method in detail, such as advertising or online. It is OK to use the later manuals without reading the earlier ones; however, in the long run that approach will miss a few things.
Click on the title to see more details.
Manual One – The Pure Marketing Point of View
Manual One will give you a new way to think about marketing and an overall understanding of how systemization and incremental improvement in all areas of your marketing will produce astonishing results for your organization.
Manual Two – Why Most Marketing Sucks – and How to Tell the Difference between Good and Bad!
There are some major myths in marketing that lead you down the wrong paths. You will learn the true essence of why some marketing works while most remain ineffective!
Manual Three – “One-Minute” Marketing for the Impatient
This manual is for those of you who want results before you read much. This brief manual has a few ideas that you can implement right now. If you’ll try three, you’ll see results. We’ll also discuss why you shouldn’t do some of the quick-and-easy marketing until you have analyzed your situation. One of the biggest problems with marketing is that many of the things that are most concrete and easy to do, like advertising, are often expensive and not particularly effective. If you spend money on advertising without knowing how to do it, you lose a big part of your marketing budget.
Manual Four - Developing Your USP
“To come up with a USP my team went through the exact same process detailed in Manual Four. The result was a USP that brought a REAL clarity to our marketing and resonated with our customers.”
— Barry Owens, CEO, Garland USA – Michigan’s Most Beautiful Resort
In this manual, you will learn how to develop a Unique Selling Proposition that attracts people to your business and outsmarts your competitors.
The Unique Selling Proposition (USP) was first described more than 50 years ago in the classic book by Rosser Reeves, Reality in Advertising. While given much lip service, the concept of USP is seldom understood or operationalized well. Reeves said that your USP must meet three criteria to be complete and powerful:
1. It must say to your consumer, “Buy this and you will receive this specific benefit.”
2. Your USP must be one that your competition does not, or cannot, offer.
3. It must be strong enough to attract new customers to you.
Your USP is the basis for your marketing and advertising efforts. It is the unique advantage you use to sell your business. Your USP should be dramatic and memorable. It needs to stand out and attract new business. It should also generate word-of-mouth to drive referrals.
— Barry Owens, CEO, Garland USA – Michigan’s Most Beautiful Resort
In this manual, you will learn how to develop a Unique Selling Proposition that attracts people to your business and outsmarts your competitors.
The Unique Selling Proposition (USP) was first described more than 50 years ago in the classic book by Rosser Reeves, Reality in Advertising. While given much lip service, the concept of USP is seldom understood or operationalized well. Reeves said that your USP must meet three criteria to be complete and powerful:
1. It must say to your consumer, “Buy this and you will receive this specific benefit.”
2. Your USP must be one that your competition does not, or cannot, offer.
3. It must be strong enough to attract new customers to you.
Your USP is the basis for your marketing and advertising efforts. It is the unique advantage you use to sell your business. Your USP should be dramatic and memorable. It needs to stand out and attract new business. It should also generate word-of-mouth to drive referrals.
Manual Five - Defining Your Market - Identifying Perfect Customers
In this manual, you’ll discover how to identify perfect customers and how to segment your market into demographic and psychographic categories for greater response.
- What types of people make up your customer base?
- Where are they?
- What motivates them to buy?
Few businesses ever take the time to answer these – and other - critical questions in any detail. (Which is good news for you!) Once you have answered these questions, you will be in an excellent position to redirect your advertising and promotional efforts, refine your sales methods and tailor your marketing to the specific segments most likely to response. This will give you a significant advantage in the marketplace.
The more specific your target audience, the more effective your marketing will be. This is one of the hardest concepts for most people to grasp. After all, don’t you want all the business you can get? The answer is, “No!”
You should be much more interested in pinpointing your best customers so that you can target market to them. The more you can segment your market into key target groups, the higher your response rates will be!
- What types of people make up your customer base?
- Where are they?
- What motivates them to buy?
Few businesses ever take the time to answer these – and other - critical questions in any detail. (Which is good news for you!) Once you have answered these questions, you will be in an excellent position to redirect your advertising and promotional efforts, refine your sales methods and tailor your marketing to the specific segments most likely to response. This will give you a significant advantage in the marketplace.
The more specific your target audience, the more effective your marketing will be. This is one of the hardest concepts for most people to grasp. After all, don’t you want all the business you can get? The answer is, “No!”
You should be much more interested in pinpointing your best customers so that you can target market to them. The more you can segment your market into key target groups, the higher your response rates will be!
Manual Six – Guaranteed Benchmarking - Where Are You Now? Where Do You Want to Be?
All successful marketing begins with information. But information alone is not enough. You need insight and understanding into what makes your customers and prospects tick. What motivates them, what offers are they most likely to respond to and what is the most effective way to communicate with them. But first, a question.
Where Are You Now?
We will start by benchmarking where you are now. Benchmarking is a process where you compare yourself to others. The simplest comparisons are to your direct competitors. However, benchmarking can be much more than that. You should be comparing yourself to the best. And by the best of the best, for instance, you should compare your restaurant to the best restaurants in town. You might study Disney to determine what kind of entertainment experience your customers want. And you might compare your clothes shop to Nordstrom or some other store that is tops in customer service.
Benchmarking Is Done In Three Stages
1. Determine tangible numbers about your current performance.
2. Measure more intangible factors like how you stack up to your competitors.
3. Take stock of your resources and what programs you might already have in place.
Where Are You Now?
We will start by benchmarking where you are now. Benchmarking is a process where you compare yourself to others. The simplest comparisons are to your direct competitors. However, benchmarking can be much more than that. You should be comparing yourself to the best. And by the best of the best, for instance, you should compare your restaurant to the best restaurants in town. You might study Disney to determine what kind of entertainment experience your customers want. And you might compare your clothes shop to Nordstrom or some other store that is tops in customer service.
Benchmarking Is Done In Three Stages
1. Determine tangible numbers about your current performance.
2. Measure more intangible factors like how you stack up to your competitors.
3. Take stock of your resources and what programs you might already have in place.
Manual Seven - Tracking Your Results: The Foundation of Marketing Success
The biggest mistake “professional” marketing/advertising types make is to take an “artistic” approach to their work and not include ways to track their results – YOUR results! In this manual, you will learn why most marketing is an insane waste of money and how to evaluate yours so that every dime you spend produces a specific, measurable response.
Many famous advertisers, from Wrigley’s gum to Wanamaker’s department store, have had this quote attributed to them:
“I am sure that 50% of the money I spend on advertising
is a total waste. The problem is, I’m not
sure which half it is!”
Unfortunately, that’s still the case for most advertising. It is also true for many other forms of marketing and sales. Most companies don’t even know what percent of interested people they talk to actually buy from them (their closing ratio). Today, almost every aspect of your marketing is trackable and accountable but only if the proper system is followed.
Many famous advertisers, from Wrigley’s gum to Wanamaker’s department store, have had this quote attributed to them:
“I am sure that 50% of the money I spend on advertising
is a total waste. The problem is, I’m not
sure which half it is!”
Unfortunately, that’s still the case for most advertising. It is also true for many other forms of marketing and sales. Most companies don’t even know what percent of interested people they talk to actually buy from them (their closing ratio). Today, almost every aspect of your marketing is trackable and accountable but only if the proper system is followed.
Manual Eight - Guaranteed Budgeting Doesn’t Have to be Boring
In this manual, you will learn the only realistic - yet seldom used - strategy for developing a marketing budget that will allow you to reach your goals.
Marketing plans don’t run on air but seldom is a system in place to match goals to the marketing budget. A great many businesses must really like fantasy movies. They want to sell 50 lots with a $20,000 budget or 100 machines with a budget of $15,000. Or they want a 20% increase in sales with a budget that’s based on five percent of last year’s miserable gross!
These businesses have it backwards! Your goals should determine your budget. And to do that you have to have information on how effective each aspect of your marketing is. That means your first budget will seldom be accurate. You need to test your marketing effectiveness to determine an accurate budget.
You cannot set an accurate marketing budget based on a percentage of your gross or net. You cannot set an accurate marketing budget based on what your competition does (forget industry averages, there are none that mean anything). The only way you can set the right marketing budget is to reverse engineer exactly what you want to happen.
The step-by-step process outlined in this manual will allow you to look at budgeting and meeting goals in a powerful new way, a way that directly connects everything you do in the name of marketing to a specific and tangible result.
Marketing plans don’t run on air but seldom is a system in place to match goals to the marketing budget. A great many businesses must really like fantasy movies. They want to sell 50 lots with a $20,000 budget or 100 machines with a budget of $15,000. Or they want a 20% increase in sales with a budget that’s based on five percent of last year’s miserable gross!
These businesses have it backwards! Your goals should determine your budget. And to do that you have to have information on how effective each aspect of your marketing is. That means your first budget will seldom be accurate. You need to test your marketing effectiveness to determine an accurate budget.
You cannot set an accurate marketing budget based on a percentage of your gross or net. You cannot set an accurate marketing budget based on what your competition does (forget industry averages, there are none that mean anything). The only way you can set the right marketing budget is to reverse engineer exactly what you want to happen.
The step-by-step process outlined in this manual will allow you to look at budgeting and meeting goals in a powerful new way, a way that directly connects everything you do in the name of marketing to a specific and tangible result.
Manual Nine - Guaranteed Pricing - How to Maximize Your Income with Perfect Positioning, Promotions, Packaging and Pricing
“The pricing strategy detailed in Manual Nine will conservatively make us an extra $300,000 this year and easily several million over the next decade. Sometimes, it really is just as simple as having someone open your eyes to another way of marketing the very same product!”
— Rick and Tom Robashaw, Club Prophet Systems Software
In this manual, you will discover the power of perfect pricing. No area of marketing can produce such staggeringly different results than finding the optimum price.
Only one person in any market can use this single marketing secret to out-market every other competitor in town. You don’t have to be the biggest or the best – you just have this one secret weapon.
Okay, now we start covering the specific methods of marketing that you’re more familiar with. Many of the manuals up to here have created a foundation for you. And some of them give you an edge that others in your marketplace won’t have. From here on out, you’ll deal with methods that you may already use but can improve.
— Rick and Tom Robashaw, Club Prophet Systems Software
In this manual, you will discover the power of perfect pricing. No area of marketing can produce such staggeringly different results than finding the optimum price.
Only one person in any market can use this single marketing secret to out-market every other competitor in town. You don’t have to be the biggest or the best – you just have this one secret weapon.
Okay, now we start covering the specific methods of marketing that you’re more familiar with. Many of the manuals up to here have created a foundation for you. And some of them give you an edge that others in your marketplace won’t have. From here on out, you’ll deal with methods that you may already use but can improve.
Manual Ten - Guaranteed Referrals
Your easiest, cheapest and best marketing method for new business is referrals. Yet, not one business in a hundred has a system for generating referrals. How inefficient is that?
In this manual, you will learn the systematic approach to tripling your referral rates. Ask any good business how they generate most of their new customers and they will instantly and enthusiastically tell you they do it through referrals. Ask them to explain their referral system to you and you are very likely to get a blank stare or a shrug.
While some referrals will happen by accident, you cannot build a reliable marketing system on accidents. You have to plan, measure and implement a referrals system that insures two or three referrals from every single person with whom you come into contact.
In this manual, you will learn the systematic approach to tripling your referral rates. Ask any good business how they generate most of their new customers and they will instantly and enthusiastically tell you they do it through referrals. Ask them to explain their referral system to you and you are very likely to get a blank stare or a shrug.
While some referrals will happen by accident, you cannot build a reliable marketing system on accidents. You have to plan, measure and implement a referrals system that insures two or three referrals from every single person with whom you come into contact.
Manual Eleven - Guaranteed Lead Generation - He with the Biggest Database Wins!
"This information is unbeatable. We built a complete database of over 18,000 prospective customers with 20 preferences in just 90 days."
— Kelly Morrow, Manager, Zanesville, OH
In this manual, you will learn the guaranteed approach to systematically generating an astonishing number of prospective customers. Once this strategy is in place you can dominate any market!
Marketing to your existing customers is ALWAYS the single most profitable and cost effective way to boost your business. Yet, instead of the relatively simple task of collecting and storing data on existing customers, many businesses would rather spend $100,000 a year running coupons and ads trying to get new clients.
The overlooked key to great marketing is to focus your energy on generating the largest possible list of potential customers in your area as quickly as possible. That means getting their names, addresses, phone numbers and emails, plus whatever other data you can glean.
If you are really serious about marketing successfully, this is the single most IMPORTANT step you can take. It will increase your sales and reduce your long term marketing costs. Once your mailing list or e-mail list is large enough, you can target market other while your competitors SQUANDER THEIR MONEY!
— Kelly Morrow, Manager, Zanesville, OH
In this manual, you will learn the guaranteed approach to systematically generating an astonishing number of prospective customers. Once this strategy is in place you can dominate any market!
Marketing to your existing customers is ALWAYS the single most profitable and cost effective way to boost your business. Yet, instead of the relatively simple task of collecting and storing data on existing customers, many businesses would rather spend $100,000 a year running coupons and ads trying to get new clients.
The overlooked key to great marketing is to focus your energy on generating the largest possible list of potential customers in your area as quickly as possible. That means getting their names, addresses, phone numbers and emails, plus whatever other data you can glean.
If you are really serious about marketing successfully, this is the single most IMPORTANT step you can take. It will increase your sales and reduce your long term marketing costs. Once your mailing list or e-mail list is large enough, you can target market other while your competitors SQUANDER THEIR MONEY!
Manual Twelve – Examples of Guaranteed Marketing
“Brilliantly injects creative new ideas.”
— Robert Townsend, author, Up the Organization
In this manual, you will discover over 50 proven, tested strategies to drive business to you. You will also have samples of surveys, e-promos, and ads that are proven winners.
The important thing to remember about promotions is that different prospects respond to different offers. For instance, some people like offers of new credit cards; others only respond to mailings with cash-advance checks with low, promotional interest rates. Some people like coupons; others wouldn’t use a coupon if you paid them. Some like free information, books or tips; others could not care less. Some like offers online, others don’t want to bother. Some will enter every contest; others wouldn’t take the time if you guaranteed a prize. Some will jump for a small gift; others will respond to only one type of gift. The point is, that only by trying and testing different types of promotions in your market, can you get a true idea of what the response will be.
Marketing is always an experiment. You need to test different approaches. You need to test a new sales letter against your current successful one. You need to test different ways of greeting customers, asking for referrals, advertising, using the Internet and so on. With this in mind, you need to take a varied and segmented approach to promotions. You need to record what kind of offers each type of customer responds to. As your database grows, you will increasingly segment your market so that you are only sending offers to the customers most likely to respond.
There are two types of successful promotions: Those that generate leads and those that generate immediate income. Some do both!
— Robert Townsend, author, Up the Organization
In this manual, you will discover over 50 proven, tested strategies to drive business to you. You will also have samples of surveys, e-promos, and ads that are proven winners.
The important thing to remember about promotions is that different prospects respond to different offers. For instance, some people like offers of new credit cards; others only respond to mailings with cash-advance checks with low, promotional interest rates. Some people like coupons; others wouldn’t use a coupon if you paid them. Some like free information, books or tips; others could not care less. Some like offers online, others don’t want to bother. Some will enter every contest; others wouldn’t take the time if you guaranteed a prize. Some will jump for a small gift; others will respond to only one type of gift. The point is, that only by trying and testing different types of promotions in your market, can you get a true idea of what the response will be.
Marketing is always an experiment. You need to test different approaches. You need to test a new sales letter against your current successful one. You need to test different ways of greeting customers, asking for referrals, advertising, using the Internet and so on. With this in mind, you need to take a varied and segmented approach to promotions. You need to record what kind of offers each type of customer responds to. As your database grows, you will increasingly segment your market so that you are only sending offers to the customers most likely to respond.
There are two types of successful promotions: Those that generate leads and those that generate immediate income. Some do both!
Manual Thirteen – Guaranteed Advertising - How to Master the Art and Science of Great Advertising that Always Works!
“Illustrates marketing concepts that can be used by anyone to generate more sales. The best real worldeducation available.”
— Hunt Crosby, Manager, MD
In this manual, you will learn why most advertising is a giant waste of “trees” and exactly what you can do to make sure your ads actually work! This manual includes the ULTIMATE checklist that all ads must pass before being placed.
You will discover why 80% of your marketing may be an insane waste of YOUR money. Plus a proven, sure-fire way to increase the response and profits of every ad you place and every letter you mail. I am talking about doubling or tripling your advertising effectiveness!
— Hunt Crosby, Manager, MD
In this manual, you will learn why most advertising is a giant waste of “trees” and exactly what you can do to make sure your ads actually work! This manual includes the ULTIMATE checklist that all ads must pass before being placed.
You will discover why 80% of your marketing may be an insane waste of YOUR money. Plus a proven, sure-fire way to increase the response and profits of every ad you place and every letter you mail. I am talking about doubling or tripling your advertising effectiveness!
Manual Fourteen – Guaranteed Direct Mail - Your Business’s Secret Weapon to Increase Response, Build Loyalty and (quite frankly) Destroy Your Competition!
In this manual, you will discover why targeted direct mail will outperform any marketing when done right. This manual includes a stringent performance checklist that all direct mail must pass to insure the success of every campaign.
Very few people truly understand the incredible income-generating power of direct mail. Those who do are almost always millionaires and never have any problems in attracting business. There is simply no more predictable way to generate massive income than through direct response marketing. Email is catching up but it has still not surpassed the incredible power of a professional direct mail campaign. By the way, if you think, as most people do, that no one reads anymore (the biggest myth in all of marketing) why are you on Manual 14 already? … hum! I’ll tell you why, because YOU ARE SMART, the information is interesting and the Money Back Guarantee is Intriguing. Now read on…
Very few people truly understand the incredible income-generating power of direct mail. Those who do are almost always millionaires and never have any problems in attracting business. There is simply no more predictable way to generate massive income than through direct response marketing. Email is catching up but it has still not surpassed the incredible power of a professional direct mail campaign. By the way, if you think, as most people do, that no one reads anymore (the biggest myth in all of marketing) why are you on Manual 14 already? … hum! I’ll tell you why, because YOU ARE SMART, the information is interesting and the Money Back Guarantee is Intriguing. Now read on…
Manual Fifteen – Building Your Website
It’s still tough to get some people to realize that your website is the absolute foundation of all your marketing activities. It does more for you than print, radio, TV, billboards, and Yellow Pages because it can market and track your other marketing. In fact, about the only marketing that gives the web a run for its money is direct mail. Since that is about 100 times more expensive than a website, it pays to focus your attention on the web first.
Even where businesses have made substantial investments with ad agencies or web-design companies, they almost always miss the mark. While these vendors understand the technology and design aspects, they DO NOT understand the marketing aspects of great websites.
Even where businesses have made substantial investments with ad agencies or web-design companies, they almost always miss the mark. While these vendors understand the technology and design aspects, they DO NOT understand the marketing aspects of great websites.
Manual Sixteen – The Secrets to Rapidly Building Your Email List
Back in the 1700s in Holland, tulips became more valuable than gold. Today, the same can be said of email names, with 1,000 really targeted names, costing $350 for one-time use.
Your goal should be to build an e-mail list. If you’re in services like law or consulting, a few hundred names may be sufficient. If you’re in retail you’ll need at least 10,000 potential customers in major markets. Done right, this will slash your future marketing costs and keep your book of business full.
While your best emails will be TRUE opt-in at your business’s own website, there are many strategies we have used with various clients to build their email lists.
Your goal should be to build an e-mail list. If you’re in services like law or consulting, a few hundred names may be sufficient. If you’re in retail you’ll need at least 10,000 potential customers in major markets. Done right, this will slash your future marketing costs and keep your book of business full.
While your best emails will be TRUE opt-in at your business’s own website, there are many strategies we have used with various clients to build their email lists.
Manual Seventeen – Using Email: Your Secret Weapon
E-mail marketing, done right, is a marketer’s dream come true: low-cost, high returns, and instant gratification. Done wrong, you’ll spend weeks trying to clean up the mess you leave behind, with irate customers who may never return.
Manual Eighteen: Networking Your Way to Sales
“Other things being equal, people do business with people they like. Other things not being equal, they still do business with people they like.”
—Mark McCormack, What They Don’t Teach You at Harvard Business School
Networking is a much-abused technique where people have substituted “working a room” for turbo-charging your business while having fun. People like to know who they’re dealing with. They like to “meet the owner,” get a personal referral or otherwise have a connection. When you network, you help others find and refer you on a more personal basis.
We all know hundreds of people, at least casually. And we have the ability to meet dozens more potential contacts any time we make the effort to go to a new trade-group meeting, Chamber, Rotary or even leisure activity. Most people use or extend their networks very haphazardly, if at all. Instead, you can create word-of-mouth for yourself while you gather business leads and referrals.
In many cases, who you know controls your success more than what you know (or the quality of your product or service). That’s one reason that networking is an important personal marketing activity. Another is that it can be a natural form of sales and lead generation. The sales lead you obtain from networking are of far higher quality than cold calling.
—Mark McCormack, What They Don’t Teach You at Harvard Business School
Networking is a much-abused technique where people have substituted “working a room” for turbo-charging your business while having fun. People like to know who they’re dealing with. They like to “meet the owner,” get a personal referral or otherwise have a connection. When you network, you help others find and refer you on a more personal basis.
We all know hundreds of people, at least casually. And we have the ability to meet dozens more potential contacts any time we make the effort to go to a new trade-group meeting, Chamber, Rotary or even leisure activity. Most people use or extend their networks very haphazardly, if at all. Instead, you can create word-of-mouth for yourself while you gather business leads and referrals.
In many cases, who you know controls your success more than what you know (or the quality of your product or service). That’s one reason that networking is an important personal marketing activity. Another is that it can be a natural form of sales and lead generation. The sales lead you obtain from networking are of far higher quality than cold calling.
Manual Nineteen: - Guaranteed Publicity
Public Relations and publicity can mean mass media exposure for you. Historically, these marketing vehicles meant garnering exposure on TV, radio, newspapers, and magazines. Today, the Internet gives you many more places to obtain added publicity. Publicity can vary from a mention of your event in a newspaper calendar listing, to a major feature story with color pictures of your business in a national or regional publication. A story about you can create a surge of immediate business while it builds your visibility and image long-term.
Publicity is worth more than advertising because it is an implied endorsement by the media. People also typically pay more attention to stories than ads. It takes a two-step process to reap the benefits of publicity. You have to sell the media on using your story and then, when it appears, it helps sell you to your ultimate customers. As discussed later, journalists are a difficult group to sell to, so it pays to know what you’re doing and who you’re dealing with. Because publicity is free, lots of people are competing with you for it. In order to stand out, you have to work to develop what journalists call your “hooks.” These are concepts to “hang” a story on (your USP will help you here). Fortunately, getting the media’s attention in your area doesn’t need to be terribly difficult. You just have to make the effort and be persistent.
Publicity is worth more than advertising because it is an implied endorsement by the media. People also typically pay more attention to stories than ads. It takes a two-step process to reap the benefits of publicity. You have to sell the media on using your story and then, when it appears, it helps sell you to your ultimate customers. As discussed later, journalists are a difficult group to sell to, so it pays to know what you’re doing and who you’re dealing with. Because publicity is free, lots of people are competing with you for it. In order to stand out, you have to work to develop what journalists call your “hooks.” These are concepts to “hang” a story on (your USP will help you here). Fortunately, getting the media’s attention in your area doesn’t need to be terribly difficult. You just have to make the effort and be persistent.
Manual Twenty - Guaranteed Branding
Branding is a concept that came into prominence in the 1990s. It was clear that some companies had brands that had high value because they elicited great loyalty from consumers. Coca-Cola is a prime example. Even on a local scale, a brand could have value. The name of one store might stand for high quality – like Tiffany for jewelry. Or, it might stand for value like Wal-Mart. Or, be associated with an entertaining personality, like many car dealers who ride animals and televise other stunts.
Historically, brands were looked at in simple terms. A brand had an image. Advertising and other marketing should build and support an image that appealed to consumers. The Marlboro Cowboy is a prime example. Over many years, it took the cigarette from almost last to first in sales.
Many of you will not have products to brand. You teach yoga or are a lawyer, beautician, accountant, contractor, or other service provider. You are, however, branding yourself or your services. You want your “brand” to be clear in prospects’ and customers’ minds and you want it to attract them. Thus, the branding concept relates closely to your USP and positioning.
Historically, brands were looked at in simple terms. A brand had an image. Advertising and other marketing should build and support an image that appealed to consumers. The Marlboro Cowboy is a prime example. Over many years, it took the cigarette from almost last to first in sales.
Many of you will not have products to brand. You teach yoga or are a lawyer, beautician, accountant, contractor, or other service provider. You are, however, branding yourself or your services. You want your “brand” to be clear in prospects’ and customers’ minds and you want it to attract them. Thus, the branding concept relates closely to your USP and positioning.
Manual Twenty-One – Delivering Customer Service
There is a lot of “lip service” about providing great service and about making your customers feel special. Yet when you ask business managers what good service is and what are their systems to implement it, you won’t get clear answers. Instead you will get a bunch of vague platitudes about being friendly and taking care of our customers’ needs. All very nice, but how often do you really receive great service from others? How often is your service exceptional?
Great marketing gets people to try you out and tell other people about their experience. If your service is bad, great marketing will make you fail faster!
While a reputation can be built, enhanced - even achieved - with marketing and hype, at some point your reputation is going to be put to the test. When you can back your reputation with legendary service, you immediately vault yourself to the top echelon in your field. Great service drives repeat business, referrals, and long-term relationships with customers.
In this manual, you will learn how to back up all of your marketing efforts by quantifying, systemetizing, and delivering real service.
Great marketing gets people to try you out and tell other people about their experience. If your service is bad, great marketing will make you fail faster!
While a reputation can be built, enhanced - even achieved - with marketing and hype, at some point your reputation is going to be put to the test. When you can back your reputation with legendary service, you immediately vault yourself to the top echelon in your field. Great service drives repeat business, referrals, and long-term relationships with customers.
In this manual, you will learn how to back up all of your marketing efforts by quantifying, systemetizing, and delivering real service.
Manual Twenty-Two - Creating A Legendary Experience
Delivering great service involves an additional dimension in many situations that is often overlooked. Too many people in most industries have a narrow view of the businesses they are actually in. For many businesses you can only gain an edge by being in the experience or even entertainment business. You’re not just competing with others like you but with other customer choices.
Providing good service and value are just the entry fee to being an outstanding business. You need a strong USP and some ways to be memorable, entertaining, or great. Yet most businesses don’t even try. They just plod along and do the same thing as everyone else and wonder why they’re not doing well!
In this manual, you will discover how to take a quantum leap to identify and delivering the key factors that make your business different from all the rest!
Providing good service and value are just the entry fee to being an outstanding business. You need a strong USP and some ways to be memorable, entertaining, or great. Yet most businesses don’t even try. They just plod along and do the same thing as everyone else and wonder why they’re not doing well!
In this manual, you will discover how to take a quantum leap to identify and delivering the key factors that make your business different from all the rest!
Manual Twenty-Three - Legendary Loyalty: Customer Retention
The last key to a great customer service program is a loyalty program. In this manual, you will learn why most customer loyalty programs don’t really work and how to design one for your business that does!
By this stage in the system you now have a plan for generating more leads and for converting more leads to sales. Now let’s look at the final piece of the puzzle: turning occasional clients into loyal customers. Customer loyalty is a buzzword in the increasingly competitive business world. Businesses are rightly taking a look at their existing clients and trying to figure out how to stop them from going elsewhere.
The problem is that most businesses start their “loyalty programs” by offering discounts to their best customers. Think about that. They offer their very best customers discounts for showing up!
The point is simple. YOU DO NOT BUY LOYALTY WITH DISCOUNTS! You can buy business with discounts but you cannot buy loyalty! You buy loyalty with special service, small gifts and personal attention
By this stage in the system you now have a plan for generating more leads and for converting more leads to sales. Now let’s look at the final piece of the puzzle: turning occasional clients into loyal customers. Customer loyalty is a buzzword in the increasingly competitive business world. Businesses are rightly taking a look at their existing clients and trying to figure out how to stop them from going elsewhere.
The problem is that most businesses start their “loyalty programs” by offering discounts to their best customers. Think about that. They offer their very best customers discounts for showing up!
The point is simple. YOU DO NOT BUY LOYALTY WITH DISCOUNTS! You can buy business with discounts but you cannot buy loyalty! You buy loyalty with special service, small gifts and personal attention
Manual Twenty-Four – Guaranteed Successful Selling
This manual covers the basics of old-fashioned selling and then shows you why that old approach is generally wrong for a modern world. Relationship-oriented, consultative selling helps you to contact new prospects in a comfortable atmosphere. You don't need high-pressure approaches to meet new people and make new friends. That's what selling is really all about.
Lots of people hate the idea of selling because of its sleazy image and the chance of “rejection.” This manual shows you how to offer your products/service to people in a way that they appriciate. Even if you're not in “sales” directly, as an owner or manager you must make new business happen!
Lots of people hate the idea of selling because of its sleazy image and the chance of “rejection.” This manual shows you how to offer your products/service to people in a way that they appriciate. Even if you're not in “sales” directly, as an owner or manager you must make new business happen!
Manual Twenty-Five – Million-Dollar Campaigns
This manual contains detailed case histories of RECENT successful marketing campaigns by a variety of businesses. Each will have ideas that you can use to leapfrog your business. Use them to help you integrate all the other material into concrete steps you can take now.
Manual Twenty-Six - Guaranteed Implementation
Too many businesses know some of the marketing actions they should be doing but neglect to do them. You must take action to have great marketing. By using our systematic program of marketing, you will find it easier to act.
In addition to marketing and sales knowledge, you must have a plan, a calendar and a database that help you collect and analyze your marketing work. The plan and calendar show you what to do and keep you on track. The database allows you to track your marketing results and constantly refine your methods while your customer and prospect database helps you build relationships and long-term business.
As Einstein was reputed to have said, “The definition of insanity is doing the same thing over and over and expecting a new result.” The only thing crazier is doing nothing and expecting a result! In this manual, you will learn how to put everything in place to get spectacular results from your marketing efforts.
In addition to marketing and sales knowledge, you must have a plan, a calendar and a database that help you collect and analyze your marketing work. The plan and calendar show you what to do and keep you on track. The database allows you to track your marketing results and constantly refine your methods while your customer and prospect database helps you build relationships and long-term business.
As Einstein was reputed to have said, “The definition of insanity is doing the same thing over and over and expecting a new result.” The only thing crazier is doing nothing and expecting a result! In this manual, you will learn how to put everything in place to get spectacular results from your marketing efforts.
Marketing Consulting Package
For those who buy the complete set of 26 marketing manuals listed above for $1000, for another $1000 Dr. Crandall will give you unlimited marketing consulting for a year. Consulting is by email and phone and you must read the appropriate manual before consulting starts. He will edit your drafts, give advice, draft customer material for you, and otherwise advise you on any marketing from publicity to sales to advertising.