Fast Easy Profits

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Quick And Easy Ways ToHelp You Bring More Profits

To Your Business InThe Shortest Time Possible

By Millard GrubbAuthor, Speaker &

Entrepreneur Business Coach


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Fast, Easy Ways ToBusiness Profits

2011 All rights reserved

NOTICE: You Do Have the Right

to Reprint or Resell this Report!

You Also MAY Give Away,Sell or Share the Content Herein

You CANNOT Sell The RIGHTS to THIS Report

If you obtained this report from anywhere other than

http://www.millardgrubb.com , you have a pirated copy.

Please help stop Internet crime by reporting this to: [email protected]

2011 Copyright Millard W. Grubb

All Rights Reserved. No part of this report may be reproduced or transmitted in any form whatsoever,electronic, or mechanical, including photocopying, recording, or by any informational storage or retrievalsystem without express written, dated and signed permission from the author.

DISCLAIMER AND/OR LEGAL NOTICE:

The information presented herein represents the view of the author and his experience as of the date of

publication. Because of the rate in which conditions change, the author reserves the right to alter andupdate his opinion based on new conditions. This report is for informational purposes only. While everyattempt has been made to verify the information provided in this report, neither the author, nor his

affiliates/partners assume any responsibility for errors, inaccuracies or omissions. Any slights of people ororganizations are unintentional. If advice concerning legal or related matters is needed, the services of afully qualified professional should be sought. This report is not intended for use as a source of legal oraccounting advice. You should be aware of any laws which govern business transactions or other businesspractices in your country or state. Any reference to any person or business whether living or dead ispurely coincidental.


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How Best To StudyThis Manual

Make a point to go quickly through this material to get anoverall picture of what you can do with the information for yourbusiness.

This manual is printed for ease of study, leaving lots ofspace for your notes. You are encouraged to mark in the manual.As you are studying, any questions you may have and commentscan be so marked. This will enable you to locate questions youwould like to have answered much faster, and they will be in thesection to which they apply. Plus, you can go back to your notesafter the first run-through and spend further thought on particularmethods that can be expanded in your particular business.

You should attempt to get a general overview as you readthrough the manual the first time. Rather than possibly gettinghung up on something which is detailed and will require your in



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depth study, I would suggest that you try to get the feel andoverall picture first.

In this manual, as with so many other books, there aremany things which really cannot actually be taught- they must belearned by experience.

Unfortunately, all too many training programs of varioustypes seem to ignore this fact, trying to convey that theirinstructions are absolute, and will apply in every situation. Theyappear to indicate that your learning process will end with thecompletion of their course or seminar and that you will haveeverything you need to know. However, this is simply not true -

the learning process must be ongoing. You have got to apply whatyou learn here to your specific situation.

There are examples in other businesses that you might notthink would apply to you. But with a little thought and tweaking,youll find many items that will make your profits come in fasterlike magic!

1. Marketing is a process, not an event

Marketing is not something you do one time. It is acontinuing process. It's not running one ad or doing a sales letterpromotion one time. As we use the term in this publication, it isusing many different methods to promote a business. Eachstrategy, tactic, and tip will result in its own increases in sales.Used in combination, however, the results will multiply. Eachstrategy will add to the others used.

To do it right, it requires a little effort. It involves the

process of continuously attempting to add new customers, gettingall customers to spend more each time, and increasing thefrequency of their purchases.

Little tips are not to be forgotten. When used with largermarketing campaigns, they can not help but to add to sales andprofits. When many things are used as part of an ongoingmarketing process, a synergistic effect is produced. Each feeds off



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and adds to the others. The total indeed, is greater than the sum ofits parts.

Marketing is making use of every opportunity we see toreach customers and prospects within our plan. It is using referralsand endorsements, using direct mail, and using joint ventures forour benefit. It is only using direct response vehicles so that wemay measure our results. It is testing and learning from it. It istalking with other business owners and sharing ideas. All thesethings together will make our marketing job easier and infinitelymore successful. Our efforts will know NO Bounds!

2. There are only three ways to grow a

business

Within the many ideas to increase business, there are onlythree basic methods to increase and grow your business:

Increase the number of customers, increase the amount of the saleto each customer, and increase the frequency with which each

customer purchases from your business.

Most businesses attempt to increase the number ofcustomers purchasing from them. However, this is by far the mostdifficult of the three methods of growth and, the mostexpensive. So, why does virtually every business you see use thisinefficient method. Mostly because they know no other way, andhave been doing it this way so long that it has become habit withthem.

It is approximately five times more expensive to gain a new

customer than to re-sell a prior one. Think about that statement.You will discover that you can increase your business far easierthan you realize by re-selling your current and prior customers.

What if your product is not repetitively purchases? In thatcase, try adding some additional products to your line. Exploreand consider items which are allied to your main product. Will it



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produce benefits for your customer? Will they appreciate it? Willthey buy it?

If you can find an item which can be repeatedly sold timeafter time to a customer, so much the better. If so, you willdiscover additional techniques and strategies to increase yourbusiness later on.

3. Marketing is the best way to gain the

highest leverage

If you spend $5,000.00 on an advertisement or a salesletter, it will cost you that $5,000.00 whether it brings results ornot - if you get 50, 100, or 500 orders, your cost is still the same.Testing and comparing results against a "control" allows you togain tremendous leverage. Should you add ten percent in sales oreven double sales, the expenditure will be that same $5,000.00. Achange in your body copy may make a difference of 500%.Adding a risk-free guarantee may add 300 percent. A change inheadlines has been known to increase sale by 2,100 percent!

That's REAL leverage!

We owe it to ourselves to try to optimize our business.Marketing is the absolute best way to do that. Subtle changes,which cost nothing, can greatly increase our bottom line. Tryingnew ideas in small tests can uncover profitable methods withoutmuch risk.

4. Don't try to tell the market what it wants -

let the market tell you

Although an important factor in success, few owners ofbusinesses realize that one can (and should) never try to dictate tothe market.



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We, as entrepreneurs, have absolutely no right to do this.

Rather, we need to let the prospect/customer tell us what theywant. After all, they vote with their pocketbooks, and that is theonly vote which really counts.

This means comparing the different results we may getfrom running different headlines, propositions, prices, and terms.By simple testing of one variable at a time, we can discover whichwill produce more results. When we find the winner, that onebecomes our new control. Then we can test new versions againstthe control, and replacing the control when a substantially betterresult occurs.

Therefore, we should adopt the idea of being in constantsearch of finding better and better ways of saying and doing thesame thing. This experimentation and testing must become part ofour normal way of looking at our business. We will constantlystrive to answer the question of "how high is high."

5. Changing and developing your mindset

Do yourself a favor right now - forget everything you mayalready know about marketing. The "old school" methods ofmarketing, as well as what they teach in colleges and businessschools does not work well in the "real world" of today. Thestandard approach of advertising agencies is hogwash ineffectiveness, and is truly ONLY for companies with very deeppockets. That's not us.

To be an effective marketer, one must learn to develop

marketing programs which include non-traditional strategies andtectonics. We must adapt to new ideas of marketing, using ourheads more than our checkbooks. We must be creative. We willuse our intellect and our brains. We have to learn to compete onmany different planes. To survive and prosper, we need to beginto look at the many alternative ways of marketing. Since few otherbusinesses use new non-traditional marketing, we WILL succeed,and be so successful our competition will be left in the dust.



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Our learning and studying new methods will never stop.

For the moment an owner of a business stops moving forward, hebegins moving backwards - this will NEVER happen to us.Beginning today we WILL win!!!

6. Non-traditional marketing

Essentially, non-traditional marketing, as used here, is not

using "standard" methods which most every other business,including your competition uses. It is using procedures which areof no cost or cost very little to produce even greater results thanwhat we were doing. It involves using a combination of methodsof marketing in a defined, yet changeable, marketing plan. Non-traditional marketing is measuring the results we get, making eacheffort pay it's way, and testing various components to find the bestone to use.

There is no mystery to non-traditional marketing. While itmakes a lot of sense, few businesses employ the power of thestrategies. This fact alone will enable your company to run rings

around your competition. They'll never know many of theprocedures you use, and, even if they did, they would be at a lossto understand them.

While one or two strategies can do much for your bottomline, it will be the use of many which will create awesome results.The creative mind is at its best when focused upon marketing byany and all means - not the way everyone has done it for years.Profits can grow exponentially when a combination marketing planusing many of the non-traditional methods is used.

7. Develop a flexible marketing plan

After you have studied all of the information found in thepublication, it is time for you to write a marketing plan. Focus on



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exactly what you will do, and when you will begin each projectTry to estimate how long it may take to see the results of all

promotion campaigns you will do. Making your plan on a calendaris a good idea. You can see how overlapping ideas and campaignsmay affect each other. Also, use the calendar to fill in yourtracking results. This will allow you to clearly see how eachstrategy did, as well as measure the results when two or more areused at the same time.

Make your original marketing plan highly flexible though.As you discover very profitable things you did, you will want to dothem again. And, the ones which prove to be not profitable shouldbe eliminated. Using different colors of highlighter pen to indicate

how long you expect results to last will make it easy for you tovisually see how the results measure up to your expectations.

8. There is no "right" or "wrong"

Marketing is part art and part science. It is important tokeep in mind that there simply is no true right or wrong. What

becomes right is those things which work well for your business.

By continuing to refine your marketing, testing differentitems along the way, you will strive for the optimum combinationof factors for your success. You stop using your control headline,for example, and adopt a new one to use in its place. This does notmean that the old control did not work, it means that the newwording produced better results.

Or, if an ad you run a print advertisement and it does notpull very well, that does not mean that running print ads is wrong -

it just did not work effectively this time. It can be of value for thelearning experience and testing. Take the time to attempt to learnfrom every marketing experience you have, whether or not theywork well.



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9. P.M.A. Personal Marketing Advantage

The establishment of a P.M.A., or, Personal MarketingAdvantage, can really make a decided difference in your business.Basically, a P.M.A. is the one thing which you give to yourcustomers that no one else does. It could be that you have thelargest selection, or, the best price, or, you have the best warranty.

What separates your business from all the competition?What will customers and prospects find unique? Don't say qualityor service or convenience - those are much too general Write a few

different paragraphs. Then, narrow it down to one paragraph.Then, further narrow it down to one sentence. Articulate it veryclearly.

It might take you some time to come up with a powerfulP.M.A., but it will be well worth the effort. You will crystallizefor yourself, and for each prospect and customer, exactly why theyshould be dealing with your company.

When you have finalized your P.M.A. use it in every ad, inevery sales letter, in every flyer. In other words, use it virtually

everywhere - in all of your promotions and other printed material.

10. Use Direct Response Ads

Don't fall into the trap most other businesses use - that ofrunning an ad which basically says "here we are - deal with us -we're great." Most ads and flyers are of this image type. That's

also the kind of ads which agencies like to turn out. Require morefrom your ads. Put a direct response vehicle in every one. Thatmeans ask a prospect or customer to DO something - bring acoupon into your store, call for a free informational report, or mailin a request. Doing this will enable you to key each ad and knowwhat responses came from which ad, letter, or flyer. This criticalmeasurement will show you which ones to continue to use for themost profits. How else could one possible know which is best?



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This tactic is one of the most important you will ever learn.

Use it every time, without fail. Every ad ... every sales letter ...every flyer ... everything!

11. If It Works Dont Fix It!

A common mistake many business owners make is to stopusing an ad, a flyer, a sales letter, or other promotional method

because they get tired of it. There simply is no reason for doingthis. The average business owner will tire of promotions longbefore the public will. Until you reach a saturation level, whichtakes a long time to reach, keep on using the promotion as long asit produces satisfactory results.

A satisfactory result is one of which you are pleased.When you track your results, you will know without a doubt if thatparticular promotion is worthwhile. Whether results increase ordecrease is immaterial, as long as a satisfactory level is obtained.

Please dont fall into another trap - that of feeling a need tomake a profit on each and every sale. If you have a back-end, orwill be able to develop one, that need will simply disappear. Manybusiness owners have quickly discovered that the back-end canprovide the majority of the firms profits.

12. Lifetime Value of A Customer

Very few owners of businesses make this importantanalysis. They don't realize the importance of knowing. Mosttimes do not know of the strategy. What a powerful strategy it is!It will lead to you into such a valuable approach of looking at yourbusiness that you will be astounded and amazed.



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Now, what does lifetime value really mean? Simple: Itsthe amount a customer will spend with you from his/her first

purchase through the last purchase. IF actual figures are notavailable use your best guess and use a conservative. That is,what amount will an average customer spend with your firm whilehe is doing business with your company. Analyze the results. Seehow much back-end you have developed, and how effective it is.

Once you know the structure of your profits, as well as thesources, you can then establish how much you can invest in orderto gain a new customer. If the average customer has a lifetimevalue which is based upon sales made after the initial sale, youmay well be prudent to break even, or loose a little on the first sale.

You will make money on the back-end with additional sales.

Once you have figures available you will be able toconcentrate even more energy on your current and prior customersand back-end, greatly increasing your profits.

13. Avoid the 10 most common business

suicide blunders

There are ten important mistakes which the vast majority ofbusiness owners make. Briefly, they are as follows:

1. Not testing - One MUST test in order to measure thealternatives and gain the maximum value from each marketingeffort you employ.

2. Running institutional ads instead of direct response ads -You have no way to measure the results from institutional ads.Comparisons are impossible. Those using these ads can neverknow how high is high.

3. Not ascertaining and developing a Personal MarketingAdvantage (PMA) and articulating it clearly as an integral part of



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all marketing - you need to tell customers and prospects why theyshould deal with you instead of another business. What sets you

apart?

4. Not having a back-end - Adding profits by selling moreitems to customers.

5. Failing to determine and address your customers' andprospects' needs - What do they need and what do they want?

6. Forgetting, or never recognizing, that you have to bothsell and educate your way out of a business problem; you can't justcut the price - you must tell the people WHY.

7. Failing to make doing business with your company easy,appealing, desirable and even fun - It must be easy to deal withyou.

8. Failing to tell the reasons why - the more you tell, themore you sell.

9. Not sticking with marketing campaigns that are stillworking - Owners will get tired of promotions long before thepublic stops responding.

10. Focus on the intended customer and no one else - haveyou ever read an ad or sales letter and not known to whom it wasdirected? Don't make this mistake.

14. Holding a customer's check until they are

satisfied

Here's a simple procedure you can employ effectively toadd credibility to your guarantee. Give it a try. Normally use aterm of 30 or 60 days. Make sure that you have the ability tofinance the costs - the product itself plus the cost of the promotion.



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Your wording may go something like this ..... "so, try it fora full 30 days. We won't consider the sale binding until you have

the opportunity to put the XYZ Widget through its paces. In fact,we won't even cash your check or charge your charge card for 30days. On the unlikely event you should decide to return theWidget, for any reason, we will send your check or unchargedcharge slip back to you immediately - no hassles and no questionsasked ..... no hard feelings, either."

This procedure adds an enormous credibility factor to yourproduct and the guarantee you offer. It states silently, that youhave full confidence that your product will bring about the desiredresults that, in essence, you want a prospect to test it out for 30 or

60 days.

15. Background Radio Versus Foreground

Radio

Radio has two distinct and different formats. Backgroundradio is the type to which people do not necessarily pay attention to

the entire broadcast. The best example are stations which playmusic. The attention of the listener may weave in and out. Any adyou place on this type of radio broadcast must have a powerfulheadline to get the listener's attention. Without such an attentiongrabber, your ad will be wasted.

The second kind of radio is foreground radio. In this typeof broadcast, such as talk radio, the listener usually will constantlybe attentive. Although his attention may waiver, he will belistening for the most part. Your ad on this foreground radiomedium should also have a powerful headline, but your copy does

not need to be quite as well thought out and presented.

One of the most potentially productive methods of usingradio effectively is to be interviewed on a talk show. Pick a topicof wide appeal in order to interest the highest number of listeners.If a radio station will feature listener call-in segments, thesesegments will allow you to "show off" your expertise. There aresome radio stations will offer a block of time in their paid



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advertising package. Although an advertiser would pay for this, itwill come off as a "regular" talk show. You will be able to

mention how to get your product many times. Call several radiostations to see what they offer and what types of talk shows theycurrently have.

16. A "tax-sheltering" marketing technique

Here's a simple strategy which can delay income taxes for

you. Since there are few tax shelters left, every new discovery canbe meaningful. Well, here's one for you:

After testing and finding a winner of your promotion andyou are ready to "roll out" your program, do so near the end of ayear, either calendar or physical as appropriate. This strategy willgive you an immediate deduction the year you incur the expense.And, of course, the sales and income the promotion produces willbe reflected in the following year's tax return.

Therefore, you can delay some taxes you pay for the

current year

17. Tell your prospect exactly what satisfaction

looks like

In your sales pitch, whether in person or on paper, youshould carefully explain to a customer or prospect exactly what

satisfaction will look like. This is especially true in emphasizingyour guarantee. A statement such as "satisfaction fully guarantee"is not proper. It leaves the customer or prospect to whatsatisfaction really is to mean. Thus, it will mean different things todifferent people.



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Be explicit. Use detailed descriptions. Paint a picture forthe prospect. Take him verbally through the exact results he can

expect. A few short samples follow:

You will earn at least $5,000.00 by implementing theconcepts you find here.

You will have the best nights sleep you have ever had.And, you'll wake up refreshed and ready to tackle the world.

Each pie or cake you bake will be greeted with resoundingjoy. Your neighbors will say you're the best baker on the block.

All your friends will simply marvel at your new found

energy and stamina. You will feel so good and now know you canaccomplish virtually anything.

18. Direct mail

Direct mail is one of the most effective methods ofreaching your current customers, inactive customers, and new

prospects. You may loathe all the "junk mail" you receive, but itsurely does work. Tens of millions are sent every year.

Although you can mail flyers, sale announcements, orpostcards, the sales letter is the real "workhorse" of direct mail. Asthe workhorse, it is used to market $9.95 books to $50,000.00seminars, and everything in-between. When a lengthy amount ofcopy must be used, the company doing the promotion willinvariably choose a sales letter format. There is no limit to thespace one may use in a sales letter. Some would argue that peoplewill not read lengthy copy; however, this simply is not true.

Exactly the people you want to read it, those interested, will readevery word.

Direct mail can be most effective when targeted to peoplewho would be interested in the product being offered, and wouldbe in a group most likely to fit your "profile" of as ideal customer.You can target within your own customer and prospect list or rentnames and addresses of likely groups.



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19. Referrals

The use of referrals is a very powerful strategy which everybusiness should use. You probably have had good "word ofmouth" advertising, but have never been able to measure it. Youhave most likely had people call or come in, but never knew (or,cared) how they happened to come in or call.

Most business owners go about getting referrals in thewrong way - they beg for them. This is not necessary.

My suggestion is to write a charming letter to your currentcustomers and offer some little gift to them and to a new prospectif they come in together. The gift can be of any value you select.If you have measured the lifetime value of a customer, you willknow, on average, how much every new customer is worth to yourbusiness.

Set up a formal referral system, and let it be known to all ofyour customers. Take advantage of this powerful strategy to growyour business. Each customer is likely to have many friends andacquaintances who would fit your target profile.

20. Educate the consumer

Very few ads, sales letters, and other forms of promotionstake the time to educate the consumer. Just take a look foryourself. Look at the plethora of ads which say little or nothing.But, you should not be like everyone else. Just because they do it,

does not mean that it is the right thing to do.

How should you educate? Explain exactly what your offeris and how it will provide benefits to your customer/prospect.

It is not enough to give the features of a product - you musttell the ultimate benefits a customer can get from using yourproduct. The easiest way to determine how to convey this



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important message is to ask the question "so what?" When youanswer this and a second customer question of "what's in it for me"

you will have arrived at knowing just what to say and how topresent it.

21. Listening - Be Interested Rather than

Interesting

When you are in a conversation with anyone, especially

your customers, make sure that you adopt the attitude of beinginterested rather than being interesting. Remember that the otherperson really cares to be heard and understood. He is moreconcerned, as well he should be, about himself than about you.When you listen carefully you will find that the other person(s)will immediately "perk up" and disclose much more information oyou. You can gain valuable insights as to what your customerslikes and dislikes are.

Keep in mind that while you are talking you cannot learn.

Your attention focuses on what you are saying and how to expressit. Listening will allow your mind to concentrate on what the otherperson is saying. When you show you are truly interested in yourcustomers concerns not only will you gain valuable insight, butyour customer will walk away at the end of the conversationfeeling good about the conversation.

22. Risk Reversal

In a sales transaction, either the seller or buyer is asked(stated, or not) to take on the risk of the purchase. In many casesthe purchaser is the one who is the person absorbing this risk - or,at least, he perceives it this way. They buy it - they own it - like itor not - whether is works or not - whether it lasts or not.



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A major flaw appears: most business owners will refundand take back the item(s) sold if the customer brings it back, make

an adjustment, exchange it, or otherwise satisfy the customer.However, they tend to sweep the guarantee under the rug. This is abig mistake.

A refund guarantee should not only be mentioned in youroffer to your customer, it should be emphasized, embellished, andstated more than once.

If you do not offer a risk reversal, let me suggest that youwill greatly increase you sales and income by so doing. You maysay that people will take advantage of you. Yourreturns/adjustments may increase slightly. However, your sales

will increase in such a dramatic fashion that the slight increasewont matter.

Taking the step further, you can offer a better than risk freeoffer. Using this option will create even more sales and income.A better than risk free offer is offering bonuses with the offer, andmaking it clear to the customer or prospect that he may keep thebonuses even if he should return the product for a refund.

A natural for a risk free offer is informational material.Information reports are the easiest item to produce, and can have a

high perceived value. For example, a report may be priced at$25.00, but cost only a dollar to print. Thats leverage! Your salescould easily soar if you will employ this simply method.

23. Write copy to one person at a time

Every ad you run is read by one person at a time. Each

sales letter you mail is read by one person at a time. In eachtelephone call you talk to just one person at a time.

Because of these facts, you should compose your copy asthough you are talking to that one individual and not a mass ofpeople. Talk directly to your prospect; make him feel you areinterested on him alone, and no one else. Embellish the benefits hewill receive. Use liberally the word you. It's very important.



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Show him that you care about him as an individual and are lookingout for his well-being.

24. The best way to learn is by doing

It has been said that there is no substitute for experience.This certainly holds true in business, especially in the field ofmarketing. One can master specific marketing skills, yet still belacking. You simply must use a concept and put it into motion

before you gain the full effects of the learning experience.

Psychologist say we can remember twenty percent of whatwe read, fifty percent of what we see, and eighty to ninety percentof what we DO. That's pretty powerful. Only by doing can wefully learn what works and what does not. We can see the results,make comparisons, and refine our methods.

25. Current customers

The single most important asset a business has is theircurrent customers. These people have already purchased productsfrom you, and presumably were satisfied. They are pre-disposed topurchase from you again and again. It is much easier to sell tothese customers than it is to bring in a new one.

If you do not yet have your customers on a computerdatabase, creating and using one will be one of the best things you

can do to make more sales. Capturing information about acustomer is easy. You can accomplish it through several means:just ask for it at your cash register, hold a contest or drawing, makeup customer discount cards, and printing coupons are effectivemethods to use.

Once you have built a database, allocate a portion of yourmarketing budget to reselling your current customer base. If you



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have no further products to sell, find a few products you can buywholesale that your customers would be interested in. Or, create

your own product - information sells well and is a snap to createand print.

26. A Great Line to Add to Your Mailer

Sometimes one little extra bit of writing can add so much tothe impact of your mailer or ad. Try a line similar to this one in

your guarantee: "If you don't loose at least 10 pounds in the nextmonth and feel 50% better, simply return the book for a 100%refund, no questions asked, and no hard feelings either." The lastlittle section is more powerful than you might imagine.

A small change can also make a subtle difference in yourmailer. By signing the mailer "Warmly" instead of "Sincerely" of"Very truly yours" create a more "friendly" atmosphere to yourpromotion. In general avoid big and technical words and phrases.Have your promotion come across as though you were sitting inthe customer's living room having a conversation with them.

27. Write a book

Something almost magical happens after you write andpublish a book. All of sudden, one is thought of as an expert in thefield covered by the book. Authoring a book gives you almostimmediate gains. It adds prestige and credibility. It can open newvistas for you in many areas.

For the subject matter, think of those fields in which youhave an expertise. They could be found within your own businessor a hobby. The subject could be a procedure you have developedand refined, or a knowledge that your industry does not normallyknow about. Virtually any field could work for you, providing thatthe marketplace would buy your book.



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You can test the marketplace to see if people will buy yourbook even before you finish writing it. You can test small ads and

small quantities of sales letters without risking a lot of money.You will know quickly if you have a subject matter which isneeded and will sell.

You can self-publish your work to keep the costs down. Ifyou use 8 1/2 x 11 inch paper, you can even have it photocopied.Today's photocopy machines are of great quality. Then you canhave them bound, or put them into a three ring binder. Thisprocess can save you thousands of dollars in up-front costs ofprinting, or hours of frustration looking for a publisher. Each year,thousands of books are self-published.

28. Study marketing books, CDs, etc. - always

keep learning

Learning marketing should be a continuing process. Itshould never stop. One can never learn it all. One must open themind to as many concepts as possible. As we never know where

we will find a winning idea, we must open our minds to input fromall directions. We may find that an idea in use in a totally differentindustry can be easily adapted and changed to fit our use. Some ofthe greatest ad campaigns were developed by reusing ideas usedbefore.

Look at things from a new perspective. Examine thepossibilities. Come at things sideways, backwards, and diagonally.Seek others' viewpoints. Always remember that other people havehad a wide variety of experiences, and these experiences are totallydifferent from yours. You can learn much information from others

- use it to your advantage.

Like life itself, learning is a continuous process. Each newfactor discovered will build upon the knowledge you already have.Use a building block pattern to enhance your knowledge and skills.Master these skills. Practice them. Review them often.



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As you put together a library of books and CDs, read andlisten again and again. You will soon discover that you pick up

something new each time. Repetition is the key.

29. Realize that TV is Both an Audio and

Video medium

If you are planning on TV advertising, make sure youfollow this advice. Most people think of TV as only a video

medium. However, it is also an audio medium. You can prove itto yourself. How many times have you looked away, gone to thekitchen or bathroom, or otherwise not paid attention when acommercial break is on TV? Some advertisers will show picturesand not have video at that time. You must realize that your TV adneeds to have audio in order to enhance the video portion.

If your ad shows your company address and/or phonenumber (which is should), make sure that both are read aloud andthat they appear on the screen for more than a few seconds. Allowenough time for in interested party to get a pen and pencil and

write down that information.

30. Give a Monthly Bonus to Your Top

Producers

If you have salespersons, either outside salespersons or in-store clerks, there is no better way to increase sales than to givemonthly bonuses. If you announce a bonus for the best resultsmeasured by sales you will quickly find that each salesperson willstrive more in order to win the bonus.

You can also add other specific types of bonuses, such asone for reactivating old customers, producing the highestpercentage increase in sales from the previous month, or gaining



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the most new customers. Let your mind wander to come up withadditional ideas. Your bonus program will be very beneficial to

your business. Testing a bonus of a prize other than cash canprove to be beneficial. You may well discover that yoursalespersons will be more motivated, for example, by a weekendgetaway or color TV than by the cash equivalent.

31. Exactly who is your ideal potential

customer/client?

You must determine what type of person is your idealcustomer or client. Where do they live? In a house or anapartment? Where do they shop? To what organizations are theylikely to belong? Church affiliations? To which magazines andnewspapers do the tend to subscribe? Setup a "profile" of thisideal customer or client.

Once you have determined what the profile is, then look forplaces you can advertise to reach as many as possible. Examinewho may already be selling to them. Pose to those businesses joint

ventures in which you can access their mailing lists. See if you cando an endorsed mailing to the members of an organization towhich your profile customer tends to belong.

Endorsements and joint ventures are such powerfulstrategies to grow your business, because you access people whowould already have a pre-disposition to be very interested in yourproduct. Don't ignore the vast possibilities in these two strategies.

32. Become a preferred provider

Here is another way to get referrals. In addition to gettingthem from your customers, this strategy involves another companyor organization. Contact various companies and organizations andsee if you can be set up as a preferred provider of your products.You would be recommended to their employees and/or members in



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exchange for your paying them a fee or a commission on each salemade to the people the recommend to you.

Draw up an agreement explaining what each side brings tothe table. Use a simple letter agreement rather than a formalcontract filled with legalese. By making the agreement lessthreatening, you will make it easier to understand, and find morecompanies and organizations comfortable in working with you.

33. The Best and Worst Pages on the Internet

There are many lists of peoples opinion of the best andworst websites they've seen on the net. Most lists acceptnominations by anyone for a site to be placed on each list. Theadvantage of a site being listed on such a list is the fantasticgenerations of visitors to the sites listed. Even being listed on a listof the worst sites will get your site tons of hits. A large number ofpeople will be interested to see why the listed site is so bad. Manywill visit the sites.

34. Overcoming buyer's remorse

Buyer's remorse is a known phenomenon which occurs inmany purchases. Many times the customer will experience a regretabout making the purchase. Subtly, he questions if he did the rightthing.

In some cases buyer's remorse is minor, in other cases it ismajor. In extreme cases, a customer may blame a pushysalesperson or you company. Very seldom will we get anindication of when this event happens.

One way we can overcome significant problems arising isto send a letter to a customer soon after his purchase. Congratulatehim on his right decision and remind him how much he will get



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from the benefits of ownership of his new purchase. As fewcompanies do this, your firm will stand out as unusual and special -

one with which the customer enjoys doing business. Of course,you can include some more flyers with this letter. You'll find acustomer is more receptive to new offers.

35. Save "White Mail"

"White Mail" is any favorable mail you receive. It can be

received by letter or by email. There are two major purposes tosaving a copy of each piece you should receive. The first reason isthat of having feed form customers as to what they like about yourproduct, service, or store. Logically, when you find out whatcustomers like, you will want to do more of it. Chances are greatthat if a customer takes the time to send you a letter or email, theircomments would likewise apply to countless other customers.

The second purpose of saving such mail is to obtain greatendorsements for your product or service. Unsolicited commentstend to be more open and honest than those which you solicit. Ask

the customer for his/her permission to use part of their mail in yourpromotions, and give credit to them as the sender. Most will agree,and you will have some powerful testimonials. Use them to yourpromotional advantage. When you say how great your product ispeople assume that is part of your salesmanship. When someoneelse praise your product or service it is more meaningful andpowerful.

36. New Ideas From Strange Sources

You can find new ideas from unusual sources.

The other day, one of the banks I use sent my monthlystatement on a standard 8 & 1/2 x 11 paper, but three holepunched. This way I, and other bank customers, can keep themonthly statements in a three ring binder all together. This very



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useful idea was so simple I had to admire the creativity of the bankemployee who came up with the idea. This example is just one of

many on which I would comment "Gee, I wonder why no onethought of that before!"

Great ideas can come from anywhere from anybody. Thinkabout Post-It Notes, TV Remote Controls, Accessing the net with acell phone, and hundreds of other ideas which are used in a dailymanner. Let your mind be open to such new ideas and see howthey can help your business or be modified to do so.

37. Revelations come to different people indifferent ways

Usually people would not give a second thought to thissimple concept. However, it is a fact, and therefore becomes aelement within the learning process. Some people are visual ...some are more auditory ... and still others are more the "feeling"kind. Each type of person will learn best when things arepresented in a particular way. We therefore have an obligation to

ourselves to present our offers using various techniques toemphasize differing perspectives.

We can interweave different methods of making the sameoffer. We can do this within the same promotion, or use onepromotion to present each method in a separate package, test theresults of each, and measure one against the other.

In our personal study of methods of growing ourbusinesses, the more ways we are exposed to an idea, concept, orstrategy, the better off we are. We need to examine things from

differing perspectives. Repetition and redundancy becomesignificant when we look at something through the eyes of anotherperson. He will see and present things in possibly a totally newperspective. Each new way of looking at the same thing will addto your knowledge and understanding base.



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38. Don't Let Graphics or Pictures Overpower

Your Message

If you use graphics and/or pictures in a promotion or an ad,it is important that those items do not overpower your message. Ifthey do, they will have a negative effect on results. Pictures andgraphics will be most effective when they add to your promotion,not be a fairly dominant part of it. The must provide relevancy toyour offer in order to be effective. Ideally they should draw yourreaders down the page to the next part, rather than subtlety asking

the reader to focus on the picture or graphic before reading fromthe top of the page.

Each picture or graphic you use should have a sub-title,clearly explaining what applies to this item. For example, a pictureof the sun may say in the sub-title "The XYZ lotion blocks out78% of the sun's harmful rays. Be clear yet concise and don't usetoo many words for your explanation. Use items which directlyapply to your product or service. Don't be abstract and ask thereader to interpret what point you are trying to make. If you do,you run a great risk of loosing the readers attention. Of course,

when you loose a reader's attention is becomes too easy for thatreader to give up and throw away your promotion.

39. Testing

Testing is comparing trying different things againstanother. The purpose is to find out which will produce the best

results for you. Testing commonly involves headlines, prices,guarantees, terms, and the offer (proposition) itself. When testing,perform only one test at a time. For example, when comparingheadlines, test different headlines only - don't change the bodycopy also. When testing the guarantee, don't also change theterms. By testing one item at a time, you can be able to tell exactlywhich one is the better one. When you have found a successful



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one through testing, use that one wording as your control. Then,test others wording against this control, and replace the control

only when you get substantially better results.

Testing will allow you to greatly cut down your risk. Runsmaller ads, or mail to smaller test groups first, rather than runninga big ad and sending to the whole mailing list you have. Bytesting, you will get an indicative measure of how the ad or salesletter will perform. Without testing one never would know ifbetter wording would produce better results than he/she iscurrently getting.

40. Sell a customer what he needs,

not what you want him to buy

In your eagerness to make a sale, be aware of this importantconsideration. Make sure that you sell each customer what hereally needs and not what you would like him to buy.

Talk with each customer to determine what he needs and

wants. If the customers has selected an item which you feel willnot do for him what he has described that he wants it to do, suggestan alternative item for him. It matters not that a product is more orless expensive. By letting a customer buy something notappropriate, you are doing him a disservice. Point out to him whyyou believe the product won't be the best choice for him, and tellhim all about the alternate suggestion.

Consider this as one of your ways to give great service toyour customers - point out to put the customer alternative choices.Forgo profits if he needs a less expensive product. You will be

well rewarded, and your customers will appreciate your firm evenmore.



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41. Always state an expiration date for your

offer

Whether it is concerning a space ad or a sales letter, youwill do well to state an expiration date in your copy. There are twoprimary reasons for doing this. Firstly, so that each reader isinformed clearly of such a date. Thus, he won't be upset with yourfirm if he should miss the deadline - he has only himself to blame.The second reason is even more profound: stating a date conveys aneed for urgency to the reader. Not only will this increase yourresponse, but it will also speed up the response. It tells people to

ACT by a certain time, or they will miss the opportunity.Insure that your date of expiration meets two important

criteria. Co-ordinate it with your printing and mailing dates inorder to allow enough time for it to be delivered. Of course, thiswill vary depending upon if you use First Class or Bulk mail fordelivering your sales letters. Additionally, allow a few days afterarrival for the recipient to think it over and have time to respond.If you offer bonuses, it is ideal to have those bonuses availableonly through the expiration date. An extra incentive is thus addedto your offer. It makes it more appealing.

42. Having Passion About Your Business

An essential factor in marketing and business successcomes from having passion about your business or service. Whenyou love what you are doing, your success will be greater. It willbecome evident to customers and prospects that you are trulyexcited about your offer. It will come across in the words you

write and speak. Your energy will be transferred to yourcustomers and prospects in a way that will increase their interest.This will result in more sales for you.

It does not matter what your motivation is - making money,loving self-employment, or setting your own hours you must



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maintain a passion about your business in order to have the properattitude of attempting to maximize it.

43. Use marketing combinations

Most strategies, tips, and tactics will work much betterwhen used with others. The combination of concepts will producea much greater result than produced when used alone. The synergycan grow your business by a geometric proportion.

Try using many at the same time, and watch your sales andprofits grow.

44. Satisfaction can be more motivating than

financial gain

As motivating as financial incentives may be, they are notnecessarily the best at increasing productivity. To many people, abonus in the way of extra cash does not truly motivate them to domore and work harder and more efficiently. They feel that theyneed a "pat on the back" and recognition for hard work, highersales, or whatever your measure of their productivity. It's a part ofmany person's psychic makeup. Use it to your advantage.

Be creative.

For example, try setting up a sales contest where the top

producer gets a paid weekend to a resort community. Or have acolor TV go to the winner. Or, the winner may get an extra dayoff. Make the value worthwhile and you will find your employeesmotivated to put forth extra effort.

People tend to bust their buns to raise their productionlevels for contest incentives. They will put forth a higher degree of



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effort for a tangible gain than for the equivalent value in cash Tryit.

45. Diversify your marketing

Don't put your eggs all in one basket.

Don't depend upon only one type of marketing method.This is much too risky. If it should fail, you could loose your shirt.

If it's successful you will never learn what other methods couldwork equally as well, or better. A far wiser way is to devote someof your resources (money and time) to different marketingstrategies. Spreading your efforts around allows you to have manyfactors working for you at the same time. Should one fall down,the chances are that another one will pick up the slack.

Most businesses have only one way to obtain newcustomers. Unfortunately, they never reach anywhere nearoptimization. They may just open their doors, place a fewmiserable ads, and expect the world to beat a path to their door.

Rarely does this happen. And, the owners wonder why.

It doesn't take a rocket scientist to realize that having, say,four ways of bringing in new customers, six methods of sellingexisting customers, and using some bumps and upsells willproduce far greater resulting profits. Which is your choice:limitation or striving for optimization?

46. Realize it's the profit which counts -

not the profit margin

Do not stop carrying items just because they are Lowprofit. Businesses tend to leave off very low profit margin things,when revamping marketing materials.



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"No one has ever taken profit margins to a bank - you

deposit profits." Have you ever found yourself looking atsomething this way, silently saying that you don't make enoughmoney to justify a sale?

When one examines the incremental profit, things appearquite different. Instead of making, say 30% $30.00 on a $100.00sale) one may profit only 10%. However, that would be $10.00you did not have before the sale. As long as your cost to bringabout that sale is less than $10.00 you will have a profit. Employthis strategy to bring more money to the bottom line. Combine itwith the use of bumps. upsells and back-ends to enhance your

profits.

47. One-step versus two (or more) step

marketing

A one step marketing approach is attempting to make animmediate sale with an advertisement, sales letter, or other

promotion. The customer makes a buying decision right on thespot. He either purchases the item, or the service, or he does not.The sales process is certainly speeded up, but it is not necessarilythe best way to get sales; it is not the only way either.

An effective method of selling is to offer two or more stepsin the selling process. Normally, information about theproduct/service is provided to the prospect in phases. Each phase,when there are more than one, will advance the prospect along alogical chain of events in the selling cycle. As more and moreinformation and product education is provided to the prospect, the

more he/she tends to become more comfortable with yourorganization. This comfort level goes a long way in cementinglasting business relationships with prospects.

A major advantage to this latter method of selling is that itis more nurturing to the customer. It tends to build a more solid



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relationship, because it is less "pushy" in the prospect's eyes. Itcan be a real advantage, as most prospects do not like the hard sell.

48. Make every marketing effort pay its own

way

Each advertisement you run, every flyer your print anddistribute, and every sales letter you mail out must pay its ownway. How?

It's easy and profitable. Don't throw your hard-earnedmoney away on promotions in which you have no way of knowingexactly what results you get.

Have everything be a direct response vehicle. That simplymeans that you ask a customer or prospect to do something, suchas call or write in for an information report, bring in a couponwhen he/she comes in the store, or mention how they heard aboutyour offer. Key every promotion in varying media separately.Log your results by this key to tell the exact source of that

particular response.

Once you have the results logged and tallied, you willknow instantly which effort have been profitable, and which oneshave not. You will want to continue with profitable promotionsand drop those not profitable.

Use testing to improve your results. See topic number 31concerning testing.

As you continue with worthwhile promotions, continue to

test various factors looking for even more profitable results.Additional testing will also cut your risk by using a small samplefor testing purposes before committing a lot of money to aparticular promotion.



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49. Develop a mastermind network

Throughout recorded history, one distinguishingcharacteristic has been shown to be present in virtually all leadersand important people. It applies to military leaders, politicians,and the giants of business and industry. That one characteristic isthat each leader had established a mastermind network, sometimescalled a brain trust.

Napoleon Hill, while doing his twenty year research forAndrew Carnegie, interviewed 500 business giants in order to

write his book "Think and Grow Rich." He discovered thatvirtually every leader had established and used a mastermindnetwork.

A mastermind network is merely a group of people whomeet, via telephone conference calls, or in person, to discusscommon points, problems, and techniques. It is a group of peoplehelping each other.

Today, every business owner should establish a mastermindnetwork of business owners. These owners should include people

in varied industries. Meet to discuss business in general, successesand failures of marketing campaigns, and other points which mayhelp all the members of the group. The more varied the membersfields and experiences, the better the group will benefit. Differingvi

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