Implementation Coaching Session #2 With Dave Dee and Mike ... · Mike Stodola: It couldn't be easier. Dave: Yeah, it couldn't be any easier to use, and the value of this is off the

Implementation Coaching Session #2

With Dave Dee and Mike Stodola

www.gkic.com

© 2015 Glazer-Kennedy Insider’s Circle, LLC. All Rights Reserved.

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YOUR MARKETING DEPARTMENT IN A BOX

© 2015 GKIC www.gkic.com Page 3

CONTENTS

Your Marketing Department in a Box: Session #2 ...........................................................................................4

January Components ..................................................................................................................................6

Building Relationships .................................................................................................................................7

Inter-related Offers .....................................................................................................................................9

Repeating Offers .......................................................................................................................................10

Nuggets Postcard ......................................................................................................................................11

Entertainment ...........................................................................................................................................12

Planning and Outsourcing .........................................................................................................................15

Results.......................................................................................................................................................17

Postcards ..................................................................................................................................................18

Monthly Schedule .....................................................................................................................................20

Generic Postcards .....................................................................................................................................22

Questions & Answers ................................................................................................................................23



YOUR MARKETING DEPARTMENT IN A BOX: SESSION #2

Dave Dee: This is Dave Dee with Mike Stodola, with session number two of Your

Marketing Department in a Box.

Glad to have you with us. Today we're going to be going over what's happening

in January, we're going to go over that in detail; because if you understand

what's happening in January, then guess what? You understand what’s

happening in February, March, April, May, June, and so on and so forth.

I actually, Mike, just received my Your Marketing Department in a Box in the

mail the other day.

I hadn't really had a chance to go through the final product. Obviously I saw it

while it was being put together and everything like this. This is a thing of beauty.

Mike Stodola: It couldn't be easier.

Dave: Yeah, it couldn't be any easier to use, and the value of this is off the

frickin' charts, if I do say so myself. And I guess I can, because I didn't put the

postcards in there and stuff like that.

My goodness, what you have in your hands… if you just look at it like, “Well,

there's only so many pages and it's a thin binder,” that's not the point. The point

is the value of the material here is just incredible. You definitely want to make

sure that you're implementing this.

If you didn't get a chance to listen to the last session, where we showed you how

to fill out the calendar, you really should take advantage of that. Go back and

listen to it, and really start filling out that calendar with when you're going to

get stuff to the printer, so on and so forth.

As Mike alluded to, this program couldn't be any easier to use. This is probably

the most brain-dead simple, and effective program that there is.



Mike, what was interesting, I was talking to somebody about this the other day,

somebody outside of our membership and everything like that, and I asked

them to guess what the price of it was. Guess what they guessed?

Mike: I'm going to say $6,000.

Dave: $9,997 was their guess. Seriously, and they're like...

Mike: Yeah, well, remember at the event, Adam Witty of Advantage Media Group,

he was shocked by the price, because he has copywriters, he knows exactly how

much it costs to make a single piece, and to do all this, and the hours and hours it

takes.

We know it took our copywriters six months to come up with everything. I mean,

we've tested things, etc., etc., literally hundreds of hours got put into it.

People who know understand the value, and the value

to those that are listening are in the sales and having

this done.

You're going to save yourself hours and hours, but

more than that, you're going to have a system that, as

long as you use it, it is going to drive tens or even

hundreds of thousands of dollars of business into your

company.

Dave: Yeah, the only reason I'm bringing it up again

is because I'm stoked, because I got the package in the mail. Like, “Whoa, this

bad boy is good.”

Okay, enough patting ourselves on the back, let's get right to it.

If you have your binder in front of you, and if you don't, that's okay… Don't

forget, by the way, in your binder there's a little thumb drive which has all the

materials on it.

You're going to have

a system that is

going to drive tens

or even hundreds of

thousands of dollars

of business to your

company.



You just have to fill in the blanks and send it to a printer.

JANUARY COMPONENTS Let's go to January, though, Mike, and let's go through just the major

components for January.

Remember, as we talked about ad nauseam in the last call, you're going to be

doing your referral campaigns every week and things like that. Let's just go over

January right now and the pieces that go out in January.

Now if you look at this, and you're looking at your binder, you'll see what we've

done for you… in January, we've given you an example of what one should look

like as a template, and then one filled in as a template.

Again, if you look at this, you can see that the first postcard that you see here is

the actual template, then the second one is filled out. You can see how simple it

is to fill it out.

Of course, shocking that Jack used a golf example!

Mike: Jack likes golf! Just to clarify, the examples we did in January and March as

well; the rest of the months, they're the same, we probably only need to do one

month as examples, but we threw it in there twice just for those who are a little bit

slower than the rest of them. Look at January and March and you get the

examples.

Dave: Again I want to point out that the point of these pieces, these are offer-

based pieces, not lead generation pieces for more information.

Which is a departure, for example, from what we talked about in our other

program, which is called The Ultimate Marketing Machine, which is all designed

around getting people to raise their hand and request more information.



These oversized postcards and all of this stuff can be used as lead generation in

the sense that you're actually making some type of real offer that people will be

paying for, as opposed to just “Get this free report.”

Although I guess if you wanted to, you could turn it into that, but that's not

really the way that it's been developed.

Mike: One of the things that a lot of people miss when we talk about lead

generation, and just because this is what I do hear at GKIC, people think of lead

generation as outside people, people new to your database, people who have never

been to your store, your restaurant, your clinic, your office, your website before.

One of the most effective things… and your return on investment is far, far, far

higher… is internal lead generation and going to

people who already know you, and if they've been to

your website, been to your office, been to your

restaurant, been to your store, whatever, and keep

lead generating through those people.

You can use that for segmentation, you can use that for upsells, for cross-sells, and

really just increase referrals and the lifetime value of the customer.

Don't just think of lead generation as the outside people, that's one step, and that's

an important step, especially when you're getting started.

But so many people just focus on getting new people in, they never really maximize

their customer value.

You could maximize it so much quicker by doing internal lead generation.

That's why we created this program and that's really who it's meant for. Because

your ROI on this, as opposed to outside lead generation, is just through the roof.

BUILDING RELATIONSHIPS

Don't just think of

lead generation as

the outside people.



Dave: Yeah, absolutely. Again, this does many, many things in addition to just

bring you in more money and more business.

What it does, and this is an important point, I don't know if we've talked about it

enough, Mike, is solidify your relationship with your customers, with your

clients, with your patients.

I was just reading something that Brendon Burchard talked about. He says when

he does his launches for his products… and he does the four videos and all of

that kind of stuff… he says, out of the people who watch all four videos, only

about five percent of them buy.

He says, however, he has made such an impact that, even if somebody doesn't

buy right then during his launch, he has positioned himself so well in the minds

of everybody who's watched it, that at some point, they're probably going to buy

something from him.

There's tremendous value in doing this, because,

let's say I'm not interested, for example, in the offer

you have here. When you become consistent, and

you’re staying in front of me all of the time, maybe

I'm not interested in any of the special offers you're

making.

But if you're contacting me twice a month, and let's

say you own a restaurant, I'm just not interested in

the offer you're making me, but I'm thinking about,

“Hey, I've got a business dinner, where should I go?” because you've been in

contact with me so often, who am I going to think of? I'm going to think of you.

Remember, one of the big reasons, actually the biggest reason… and there are

studies on this… that a customer stops going to a business, stops patronizing a

business, is because of lack of communication, feeling that the business owner

doesn't care.

The biggest reason

that a customer

stops patronizing a

business is because

of lack of

communication.



If you follow through with this program, that's not going to happen.

Again, I’m just so excited for people who have this program, because I know

how well it's going to serve them. I think, if you really think about it, you will

feel the exact same way.

There is no way that this does not work.

You don't have to wonder about it, you just have to do it.

INTER-RELATED OFFERS One of the things that I want to point out here is that the offers are all inter-

related. You're only creating one offer per month.

You can use the offer generator, because it's the same offer that goes on, as I

called it, the big-ass postcard; it's the same offer that goes on the nuggets of

wisdom, it's the same offer that goes on the email newsletter. All of these things

are interrelated.

You can create more than one offer, I guess, if you

wanted to.

We don't recommend it, it's more work for you. It's

the same offer per month.

Mike, we talked about this last time. My

recommendation, if you've got an offer that's really

killing, then you could actually extend it to the next month. If not, you can create

a new offer.

But for the month, you definitely want to have the same offer in all three of the

pieces.

Mike, what you talked about on the last call, though, was when you were in real

estate, you would just basically use the same offer every single month because it

was just killing.

For the month, you

definitely want to

have the same offer

in all three of the

pieces.



Mike: Yeah, not only was it killing it, but I actually found an interesting thing…

and it's exactly what we teach, I just didn't know it at the time… was sometimes it

takes a couple of times for people to respond to an offer.

Just like we teach a three-step mailing, and, shocker, that this contains at least

three steps with the same offer every month, I actually found that after a couple

months, starting months three, four, and five, I was getting a higher response rate

with the same exact offer to the same exact people.

I was only sending it out once a month, this is much more powerful. But, over

three, four, five months, they'd seen it enough that my response rate actually

doubled over the first month.

REPEATING OFFERS Dave: Wow, huge. Again, you may only have to

create one killer offer. I guess it depends upon your

business, too… so for real estate that makes sense. If

I owned something else, I may have to come up with

a different offer every month, whatever.

But if something's really working, just keep doing it.

Number one, we get bored with our stuff a lot sooner than the public gets bored

with it, because we see it all of the time.

This is a big mistake that business owners make, they run an ad, they run an ad,

it's working, it's working, it's working, it's working, and then they decide to

change it because, well, they're bored with it or their wife is bored with it.

It doesn't matter, all that matters are the results that you're getting, and heck,

it's even easier if you don't have to create a new offer every single month.

The beauty, though, is that although it's the same offer, it is a different theme

postcard and a different theme newsletter.

It's different content every single month.

We get bored with

our stuff a lot sooner

than the public gets

bored with it.



It's not like you're sending out the same piece every single month, it's going to

appear to be new and fresh. It's not going to appear to be new and fresh, it

actually is new and fresh every single month.

NUGGETS POSTCARD Let's talk about some of the other components that we have here. One of my

favorites is the “nuggets of wisdom” postcard. I really, really think this is a

home-run piece.

It's a simple piece to send out, it's a feel-good piece, it's a positive piece.

When we were designing this program, we were like, “How can we create a

postcard like this that will really appeal to anybody's list, whether you're doing

corporate or whether you're doing business to business, or whether you're

doing business to consumer or if you're a salesperson?”

I know we have some smart salespeople that invested in this, they're going to

send it out to their clients. How could we create something that would appeal to

everybody?

That's where we came up with the motivational quotes. Because they're feel-

good. It doesn't take a long time to read… very, very simple, but again, it makes

people think. It just makes you look cool.

Again, it ties in beautifully… notice the tie-in between the big postcard, the same

picture on the front of the nuggets postcard, it's the same offer on the back.

So all of it ties in, really, really nicely, but it's a different touch. You're making a

different touch with your customers.

Don't neglect sending out the nuggets of wisdom postcard.

Again, I love it, I used to do this. I didn't do it on a big gigantic postcard, I did it

on a smaller postcard. I called mine "marketing nuggets." I sent it out, and again,

it worked fantastically well to drive people to my website.



It's a simple, simple thing that, first of all, your folks will appreciate, because,

like I said, it makes them feel really good.

ENTERTAINMENT Mike, why don't you talk a little bit about the entertainment aspect of all of this,

and why this is so important?

Mike: As we always say, really no one wants to be educated. We want to be smart,

we want to be knowledgeable, but we don't want to take the time to be educated.

What we do love to take the time to do is to be entertained.

People will spend a lot more time and money to be entertained

than they really will to be educated.

The entertainment value works on a couple of levels. It works on what we just

talked about, plus it builds that relationship, that trust, and that rapport with the

people.

A lot of people say, “Well, I'm a professional, I'm an attorney, I'm an accountant,

I'm a real estate agent, I'm whatever, I can't be entertaining, I can't have some

fun.”

I have hardly ever met a person who doesn't want to have some fun, especially

with a boring topic.

I think people would much rather deal with an accountant who's fun and can

make the process as enjoyable as possible, rather than one who's stiff as a board.

Bringing that entertainment factor in is just huge.

Having some fun with the quotes, putting your personality and yourself into this is

a big thing. What you're going to do is you're really going to build that bond with

your people.

If you're generic and you're stiff, then they're going to commoditize you, they're

going to work with you based on price much more of the time, and as soon as one



of your competitors gets in front of them, has a better price, they're going to move

over to them.

But if you have a bond with a person, and they like your personality, they like you

as a person rather than as a business, then they'll stay with you for the price; you

can charge more, you can get more business, you'll get more referrals, all of that.

You absolutely… I would actually ratchet the entertainment, and the jokes, the

personality up a notch.

People say, well, no one is interested in me and mine, well, then explain Facebook

and the literally billions of people on Facebook. If they're not interested in others,

they wouldn't be on Facebook as much.

Dave: Mike, you're point is well-taken. It needs to be entertaining, it needs to be

fun.

Let me tell you something, if you are in a business

where the industry is perceived as being uptight,

you're going to have that much more of an impact.

If you're an attorney, this is great, because now

you're going to stand out from everybody else.

Again, all of the campaigns were designed to be fun,

to make people smile. Some of them are designed to

make people laugh out loud.

Speaking of entertainment, if you go look at the newsletter, what is it called?

Well, it's called "Fifteen Minutes of Fun," as opposed to Dental News, or Auto

Repair Secrets Revealed.

That's a huge mistake that people make, not only with their print newsletter,

but this is an email newsletter. That's the other thing I love about this program,

Mike, how it integrates online and offline, which is by far the best way to go.

The big mistake that

people make when

they do their

newsletters is that

they're talking about

their ‘thing’.



The other big mistake that people make, though, when they do their

newsletters, whether it is online or offline, is that they're talking about their

‘thing.’

If they're a car repair guy, they're talking about how to change your oil. If

they're a dentist, they're talking about teeth, and stuff like that.

That's okay to have a little piece of that puzzle in there. But I don't want to know

how to change my oil. That's why I'm going to you.

Now maybe somebody wants to know how to change

their oil. I have less than zero interest in this. But I

do have interest in fifteen minutes of fun.

If I can take a fifteen-minute respite from my work,

and read the story of the magician and the parrot…

and it makes me chuckle or it makes me think… so

much the better. Again, this is a very, very fun, crazy, simple newsletter to fill

out.

Really, other than putting your picture up there and your contact info and then

the offer, there's nothing else to do. It's ready to send.

Again, one of the things that you can do, if you want to get a few months ahead,

is load a bunch of these in, if you know what your offers are going to be.

Mike, that's what you said that you would do, because you can always change

the offer… if it’s not working, you can always change it back.

Again, we wanted to make this as brain-dead simple as we possibly could, while

making it crazy effective. All you're doing, I want to emphasize this, all you're

doing is creating an offer and putting the offer in different places.

That's your whole job. Everything else has been done for you.

All you're doing is

creating an offer and

putting the offer in

different places.



Now if it were me, as the business owner, I would be in charge of the offers I was

creating. I probably would not outsource that piece of the puzzle, or delegate

that piece of the puzzle.

As far as everything else, one of the things we talked about, Mike, was the

beauty of this program, because it is so brain-dead simple, you can delegate or

outsource most of this. Why don't you talk a little bit about that?

PLANNING AND OUTSOURCING Mike: Once you come up with the offers and one of the reasons we said to… you

can do it on a monthly basis, but I like doing all the offers at one time and come up

with it, because we often find around here, during our brainstorming sessions,

probably the first five, ten, fifteen minutes, we're just kind of getting going, our

ideas aren't the best.

As our minds work on this, all of a sudden, the next five, ten, fifteen minutes, we're

coming up with much better ideas, because we've been in that mode, we've built on

what everyone has said.

If you can get twelve offers out on the table, just by spending one hour, one time,

sometimes that's a lot easier than figuring out a new one each month.

As far as the outsourcing goes, this couldn't be simpler. You can have a high school

student, son, daughter, probably someone you already have working at your

business, who has extra time… we know not everyone's busy a hundred percent of

the time… be entering the pictures, entering the offers, changing the scarcity, the

various fill-in-the-blank parts.

That's why we made it this easy, that's why you have the little flash drive, so that

you can literally just insert the different words into where you want to go.

It couldn't be easier to have them do, and they can arrange for the postage and the

mailing, and get that out of your hands.



This is low dollar-per-hour work; try to get this out of your hands as soon as you

possibly can and at some point, when you feel like you should, even if you're really

not at the place financially where you're a hundred percent where it's easy, that's

probably the point you want to make that change.

If you can get rid of this couple of hours a month and instead do the high-dollar-

per-hour activities, your income will go up dramatically. Really, try to outsource

this just as quickly as possible, and it couldn't be easier to outsource.

Dave: Again, that is why it was created this way. Mike wasn't kidding, by the

way, when he said that this took our team six months to put together…. six

months of heavy labor to put this together, to make it like this for you, so it

could really be of tremendous benefit to you and

serve you.

In case you did not listen to the first training session

that we did on this, let me just reiterate a couple of

things.

Number one, you need your marketing calendar,

which you have; we've given you that.

And you need to put somebody in charge of the marketing calendar. Now that

might be you. By in charge of the marketing calendar, though, that doesn't mean

getting each one of these component pieces out into the mail.

You then need to put somebody in charge of the component pieces – to make

sure that they get out in the mail. The person in charge of the calendar… I guess

I would put it then as the project manager on this… they're not actually

necessarily doing the actual work.

So just as Mike said, you come up with the offer, but then all that someone's got

to do is follow the calendar. Now, of course, what you expect you need to

inspect, so you’ve got to make sure that it's happening on a regular basis.

You need to put

somebody in charge

of the marketing

calendar.



RESULTS Mike, let's say that they send out the January postcard and they don't get

tremendous results from the first time they do a mailing. Does this mean that

this program does not work?

Mike: No, I wish at GKIC… this is every business owner's dream, especially the

successful ones… that every advertisement, every marketing piece worked like

gangbusters.

The truth of the matter is, even once you've been doing this for years, and you're

an expert marketer… and Dan says this all day long… more are going to fail than

are going to be home runs.

The whole point is that you've got something going

out, maybe this one doesn't work gangbusters, but you

work on that.

The biggest thing that affects whether it will work or

not, especially if this is going out to people who

already know you and have been in contact with you,

is the offer that you put on there.

Most people, where they screw up, is they tend to put a generic offer, either the

offer that all of their competitors are giving… so if you look at the offer you have

and your competitors could offer the same thing or probably are offering the same

thing, that's probably not going to be an effective offer.

An offer that is really better for you than for them… my favorite example, because I

get it literally almost every week, is when you go out to restaurants, or you get a

restaurant coupon, you look at those, and they give you a free appetizer if you

come in and order an entrée or two entrées. Like, great, I got five bucks off for

spending forty dollars.

The biggest thing

that affects whether

it will work is the

offer that you put on

there.



That's a big benefit to the restaurant, really, and people can see right through

that, as opposed to getting a certificate that says, "Free appetizer," and there's no

strings attached to that.

Now the fact of the matter is, people probably go in and order the entrées and

drinks and everything anyhow, but people will actually take you up on the offer,

because if they don't use it, they feel like they've missed out on something that was

free, because there was no obligation behind it.

If the offer doesn't make you squirm a little bit, it's probably not going to be

a big enough or an effective enough offer.

If one month it's not working great, try going with a bigger, better offer the second

month. It doesn't have to be discounts, it can be a bunch of other things. We talked

about a lot of this last week.

Discounts, they work, but you can do tons of other different types of offers. It can

be a special event to get them online or into your store or into your office. There's

a lot of different things you can do.

POSTCARDS Dave, real quickly, I just want to go into the postcards there, because we have call

to action, and one of the mistakes we almost made at

GKIC recently was with a direct mail campaign that

we did.

We were trying to drive people online, because we

figured they're getting a postcard, we always hear

offline to online.

Luckily, Craig Simpson, amazing direct mail guy, Dan's direct mail guy, and ours,

he says, “Add the phone number to this, because there's certain professions…

doctors, dentists… a lot of times you'll get pretty much zero activity online. They

almost always call in.”

Absolutely put a

phone number on

there, don't just

drive them online.



What we've found with those pieces is the people who call in, we're twice as likely

to close them on the offer as well as the upsells as the people online.

Absolutely put a phone number on there, don't just drive them online.

If you are just driving them online, you're missing leads and more than that, your

conversions, if it's anything like us, you're going to see it be half as much as with a

live person on the phone.

Dave: Let me go off on a little tangent, which I never do, Mike, but let me go off

on a little tangent, which is beyond the scope of

this program.

The old way of doing lead generation, for

example, if you were giving away a free report,

or something like that… again, this doesn't

directly apply to what we're talking about here,

but it's an important lesson, so I want to get it

out there, and it ties in directly with what Mike

just said.

The old way to do it, by the way, was just with a toll-free recorded message.

When I started doing my information marketing business…

By the way, if you're interested in information marketing, we've got a lot of

great resources. One of them is the Ultimate Information Marketing Machine. If

you're interested in getting into that business, man, you should really check that

out.

But back when I started getting into information marketing, there were no

websites to drive people to. That wasn't an option.

What we did is we went with what we called a toll-free recorded message… a

twenty-four-hour toll-free recorded message… and we drove people to a

It's a lot easier to

call up a number

than go to a website

on your little

cellphone.



telephone number, to get people to leave their name and address and all that

stuff, so we could send them something in the mail.

Then, with the advent of the web, people starting driving people online and they

stopped putting the toll-free recorded message on.

Even though it's not a live person answering the phone, that also cuts down on

your leads, because people have their cellphone right there.

Let me tell you something, it's a lot easier to call up a number than go to a

website on your little cellphone, at least right now it is, and fill out all your

information and get something sent to you.

So, if you're doing any kind of lead generation where you're sending a package

in the mail, you definitely want to think about including a telephone number.

People still, believe it or not, use the telephone.

Actually, people still mail in stuff, but that's a whole other can of salmon.

MONTHLY SCHEDULE Let's just quickly go through each one of the months. We're not going to spend a

lot of time here, because they're pretty self-explanatory, but then we want to go

over something which we think is really, really cool, which is at the end of the

manual, which some of you may not even know is there unless you really look

through it.

Obviously in February we are doing Valentine's Day. Again, let me just

emphasize that it doesn't matter what business you are in, Valentine's Day is a

really, really good one.

The reason that we picked holidays was because it's a very, very simple tie-in,

and it's on the top of people's minds.



It's not just February 14th, especially if you're a dude. You're thinking about

Valentine's Day… I'm starting to think about Valentine's Day in January, because

I know if I don't do something good, it's not going to be pretty.

Then we've got March, which is, of course, St. Patrick's Day, with the crazy

leprechaun there. It reminds me of my Larry the Leprechaun promotion that I

did for email.

This is actually a good object lesson in entertainment. Long before I came on

board GKIC, when I had my own successful business, I did things like this.

For two weeks in March, I had a special promotion on one of my products that I

was selling. I created an entire story around the character Larry the Leprechaun,

and Larry the Leprechaun actually kidnapped me.

Every day I would send an email about this, continuing with the story, and I left

it on a cliffhanger at the end of every email.

Larry the Leprechaun kidnapped me, he got me drunk on green beer, which is

not too far of a stretch. Then, because I was kidnapped, they needed to raise

money to get for my ransom, so that's why we were doing the sale. Then at the

end, the promotion was going so well that somebody shot Larry the Leprechaun.

This was around the time of, for people who remember, the show Dallas, “Who

shot JR?” was right around that time; so we did "Who shot Larry the

Leprechaun?" and we kept the promotion going on.

The point is, everything that we just talked about… number one, crazy

entertaining. People loved this story. I got so much great feedback from it, and

sales went through the roof.

If I didn't tie it in with entertainment and fun, and I just did a generic, “Hey,

guess what, I'm having a sale because it's St. Patrick's Day,” it would have

probably worked but would not have worked as powerfully as what I just said.



So then we go to April, I wanted April to be about my birthday, because my

birthday is in April. That was overruled by the copywriters at GKIC, I don't know

why. I think that would have been very, very powerful for people all over the

world to be sending out. But I got overruled with that one.

So we then have in May, May is Mother's Day, so we've got a Mother's Day

theme. Then we've got one for, guess what, the next month, Father's Day. Then

we've got Independence Day.

I'm not going to go through every month, you can see what they are. The point

is, they're fun; the pictures are fun, the tie-ins are fun. All you need to do is the

offer.

GENERIC POSTCARDS What I want to do is go to the very, very back, I

think it's the last thing that we have here. These

are the generic postcards that we've created for

you.

These postcards are to be used if a postcard

doesn't fit with what you're doing, or if you don't for religious or spiritual

beliefs… let's say you don't want to do Halloween, that's fine. You just pick one

of these postcards.

Again, these are just fun, generic postcards. God, these are so good! By the way,

this is the first time I'm seeing the generic postcards, and let me explain why.

Right before we were going to release this program, we brought up the point of,

“Wait a minute, what happens if somebody doesn't want to use all twelve

months?” We want to give maximum value.

Now honestly, if somebody even didn't want to use all twelve months of them, it

still would be worth it, but we wanted to make sure that we gave maximum

value.

The point is the

pictures are fun, the

tie-ins are fun. All

you need to do is the

offer.



So our copywriters, specifically Jack, went back and created these generic

postcards for folks, which are really good.

As you can see, they're just general. But, although they're just general, notice

that they are still fun. They are still entertaining and fun. If you don't want to use

one of the postcards, or if you want to just throw in a generic one, or two or

three, there you go, they're right there. You are completely covered.

By the way, we gave you the entire generic campaign, not just the postcard, so

you get the newsletter and everything like that as well.

QUESTIONS & ANSWERS What size postcard do you suggest for the nuggets of wisdom?

Dave: This is just me personally, I personally send out just a standard postcard.

You can also go with the 5 x 8 or something like that, or you can go with an

oversized one like that. I personally think an oversized one is overkill for the

nuggets of wisdom.

I think for that one, you can actually go with a standard-sized postcard or you

can go with a 5 x 8, that's fine, too. I personally, when I did my marketing

nuggets postcard, went with just a standard one.

Now I did put it on color stock, so it stood out. The stock that I liked the best

was… and again, this is my personal preference, I did zero testing on this… I

liked a bright yellow, and I liked a nasty Goldenrod. Those are the ones that I

typically liked.

Mike: Yeah, there’s something about Goldenrod and canary yellow. Those stand

out.

Dave: By the way, people have done… I haven't done any testing on it, but who

knows if it's true or not, it could just be folklore. But there's a lot of people that

are doing it on those two colors, and so there's probably a reason.



Mike: The other thing is that, by having some sort of color, postcards, especially if

you're doing them mass-produced, by the time they get to the place, they've

touched a lot of people's hands, a lot of mail and stuff. The white ones tend to pick

up some dirt marks and run through the machines and stuff; the yellow, it shows a

little bit less on there.

Just to answer the other person's question again, we did include the sizing for a 6 x

9 for the nuggets postcard. We tried to choose sizes that were the biggest at that

postal rate, if that makes any sense.

Without going to the next postage rate up, we chose the biggest that you could do.

This was the biggest for the standard postcard postage rate. I believe it's actually

the same price as if you do the little four-up on one sheet, you can do a 6 x 9.

Now obviously you need some more paper, and things like that. Except the paper

and the ink are the cheap part, it's the postage that you're paying for. I would

suggest, doing the 6 x 9, you'll probably spend an extra

ten, twenty bucks a month, and it's almost double the

size of the tiny little ones.

Dave: Right, bottom line is just get it out, don't

worry about it too much. But don't go with a big

gigantic one, like the other one. For the main

postcard, that is a big gigantic postcard, or as we like to call it, the big-ass

postcard.

Can I start any month, like next month?

Dave: Yeah, you should, absolutely. That's actually a good question. You should

start immediately. That's the beauty of this program.

You don't have to wait until next January. Get started right now. Here's the key,

and I'm begging you. Do it every single month.

You don't have to

wait until next

January. Get started

right now.



My wife, who's a real estate agent, we did a mailing, and didn't get great results,

so she didn't want to do another one. I'm like, “No, no, no, we’ve got to do

another one. You’ve got to keep doing it consistently.”

Guess what? Now she's starting to get listings on a more consistent basis,

because we're doing it every single month.

I'm telling you, consistency is the key to making this whole thing work. Do the

entire twelve months.

I did a previous training session right before this one for folks who are in the

Ultimate Marketing Machine program. One of the questions was, “What should

my conversion rate be when I send out my shock-and-awe box?”

My answer to them was, first of all, it's impossible for me to answer, because I

don't know who you're sending it to and all of that. Secondly, it doesn't matter

what your conversion rate is, because you don't deposit conversion rates in the

bank.

Just so you know, last week, I tried to deposit some email conversion rates in the

bank. It didn't work, they didn't accept them. What they want is money.

Depending on what your offer is, your conversion rate could be

miniscule, and you could be dancing in the streets.

Let's say I'm selling, and I'm going to use an extreme example here… and by the

way, Brian Tracy says whenever you argue from the extreme, that's the weakest

argument you can make… but let's say I'm selling corporate jets, and I get a half

of one percent conversion rate from all of the postcards that I send out. I'm

dancing in the street.

So it's not really conversion rate, it is ROI; it's return on your investment that

really matters.



For each offer, do I need to have a specific webpage to drive them to for

that monthly offer?

Dave: Yes. If you're changing the offer every single month, you definitely have to

create a specific webpage for that. In some cases, by the way, it would pay to

have a completely separate website for the page.

That's the beauty of the internet is that we can do these things really

inexpensively.

One of the strategies that, Mike, I don't know if you used it from Dean Jackson,

but I used it when creating the materials for Karen, my wife, the real estate

person, is for every subdivision she's mailing to, we have a separate website.

Mike: Oh, yeah, definitely.

Dave: If you want to learn the February home prices in Sable Point, you go here.

There's a separate website for all of them. Sometimes it actually helps to even

have a completely separate site.

At a minimum, you want to have a separate page for

each of your offers, for sure.

Unless you're doing the same offer… now if you're

doing the same offer, then you can obviously send

them to the same page.

Mike: The real easy way to do this, there's a couple of resources… One that we use

a lot is LeadPages. If you want to go to www.gkic.com/leadpages, that will take

you right there.

We actually use that at GKIC. You can make a different landing page, and you can

make thank-you pages behind it and everything, literally in minutes, with that.

That's nice, when you just want a different landing page for that month's offer

that you can put up quickly, and you can link that to your website.

Consistency is the

key to making this

whole thing work.



If ultimately you're going to take them to the cart for your website, if you've

already got that up, or you’ve already got some page you want to direct them to,

you can link them right to that.

At least the first page, it would also be helpful to have a picture like the picture on

the postcard, like the picture in the e-newsletter on that page, so they know

they're at the right page.

People like that congruency and the continuity with their things. On your landing

page, try and incorporate some of those elements, use the same language.

One of the worst things I see people do, they'll make one offer on a postcard or in

an email, then you get to the landing page, like for a webinar, and the webinar is

called something completely different than what was in the email. I'm like, “Wait,

did they do the right link, am I signing up for the right thing? This doesn't sound as

interesting.”

Even though they just read the email, just read the postcard, just read the e-

newsletter, have all that same information on the next page about the offer. Have

similar pictures or even the same exact picture. Then people know they're in the

right place.

Dave: Fantastic, really great point. The idea of using the image somewhere on

the offer page is really, really powerful.

We teach that when we do our Fast Implementation Boot Camps, when we get

to the email segment or the lead generation segment, that it should look the

same, but that's not a translation that we made here, so that was an excellent

point.

What are some ideal bonuses, what are things we can do besides price

discounting, to kind of tease the offer to have something in there?

Dave: There's a couple of kinds of bonuses that you can give. One type of bonus

is a bonus that is a relevant bonus. I mean, it's tied in specifically with the offer



that you're making. What people really fail to do is offer bonuses that don't

really have a lot to do with the offer.

For example, if you subscribe to Ad Age magazine… and there's really no reason

for anybody on the call to subscribe to Ad Age magazine… what they do every

year as a renewal is they send a coffee cup that will have your name on it and

will say "World's Greatest Marketer" or something like that.

Well, it's a coffee cup; it's a magazine subscription, its two different things.

Sometimes just something fun works really, really well.

I'll give you a bizarre example of a bonus. A number of years ago, this is right

before I came to GKIC, I did a presentation, a break-out presentation at Info-

SUMMIT.

I did like $250,000 in sales from this break-out session. One of my bonuses,

believe it or not, was this thing called Rocky Raccoon, which is… you'd have to

see the routine with it. I did my show before I did the break-out session, and in

part of my show, there’s this spring animal that I make really look like it's a real

live animal.

People really wanted that bonus, now that bonus had literally nothing to do with

what I was offering, but it was fun, and they wanted it.

So it doesn't have to be tied in perfectly, it can just be something crazy fun. Look

at when you go to a hockey game or something like that, and they're doing the t-

shirts. People go nuts over getting a t-shirt.

So you can do a bonus that's directly tied to the thing you're offering or just

something fun. Something fun often works great.

Mike: Absolutely, be creative with the bonuses, have fun. Live events work well,

coaching… and live events doesn't have to be in person; it could be an online event,

it could be webinars, it could be teleseminars, something like that, if that's going to

be of value to your people, something totally different.



Dave: It could be movie tickets. You could joint-venture with a local restaurant

to do a dinner for two. That's a promotion that I've actually done for Valentine's

Day.

You come in and you do your consultation, and whether you decide to go ahead

or not, we’ll give you a romantic dinner for two at XYZ restaurant. XYZ

restaurant basically gives you the dinners, because they're getting a new

customer, or gives them to you at a discount. So on and so forth.

It's really just opening your mind and being creative, and again, being

entertaining and fun.

Well, Mike, I think we're right at the end here, so unless there was a pressing

question, I think that we should be done.

Mike: No, I think we're in good shape. One of the things that helps so many people

when they're doing direct mail wrong, is with the offer, with the sales letters, with

a lot of the other things to really juice their results when they want to get into the

next steps. This drives people into them, this can help them make sales.

One of the biggest resources we have are our Boot Camps, and we do those around

the country, four times a year; we go north, south, central and west, usually.

If you are a member, our Boot Camps are absolutely free for you. Just go to

www.gkic.com/bootcamp.

Come and see us at one of those, we'd love to hear how the Marketing Department

in a Box is working for you and give you tons of other free strategies.

It's actually two days of full implementation where you walk out of there with real

campaigns in place and done. Come and see us.

Dave: Yeah, and it's really important, because they are free, that you register for

them ahead of time, because they do fill up.



By the way, if you're not a GKIC member, you’ve got to become a GKIC member;

but one of the things that you can do is just take a test run of it.

If you go to gkic.com/bootcamp or call the 800 number, just say you want a trial

membership to test it out. Then you can still come to Boot Camp for free.

There's a small deposit that you put down and the only reason we have the

small deposit is to make people show up. When you come to the event, that's

refunded to you.

It’s one of our highest rated events, and again, this is different than our seminars

where we've got six hundred, seven hundred, eight hundred people at them; this

is a smaller, intimate affair where you're actually getting stuff done.

It's a workshop, so you walk out of there with things actually done ready to

implement. We'd love to see you there, so again, it's gkic.com/bootcamp.

All right, everybody, get this going, get it rocking and rolling, put it in the mail.

Use the offer generator, get it done, and we look forward to talking to you on our

next session for Your Marketing Department in a Box.

Documents

Implementation Coaching Session #2 With Dave Dee and Mike ... · Mike Stodola: It couldn't be easier. Dave: Yeah, it couldn't be any easier to use, and the value of this is off the