I'm in Richmond working on the DentistryForDiabetics program which I'm a partnered with Dr. Charles Martin and Dan Kennedy. My job is basically copywriting (yes, even with Dan, one of the best copywriters in the world, is on board) strategy and, email marketing.)
One of the things I've changed in my copywriting is toning down the amount of hype. I look at some of the things I've written in the past, many which were very effective, and they were pretty "hypy" to say the least.
Here's an advanced concept to chew on:
You want you marketing to have a motivating, exciting energy to it however, in most cases, you don't want to artificially create that with hype. There are SOME markets where hype is justified. For example, low end business opportunity markets pretty much require outlandish claims to be effective. But, in other markets, hype is going to be a turn off.
Don't get me wrong...you still need to make a BIG PROMISE to make people act BUT you must be able to justify your promise so it is believable.
One of the most successful infomercials company's, BeachBody.com, makes huge promised about weight loss and body transformation in a short period of time BUT, unlike many of their competitors, they do NOT claim that you don't have to do anything to get the results. In fact, they do just the opposite and flat out tell you that you are going to have to sweat and work hard but if you do, you'll get the results they promise.
It comes down to sincerity and believability. The more sincere and believable you are, the more of the people you want are going to buy from you. Notice I said, the "more people you WANT" will buy from you.
Your marketing should attract the types of people you want as prospects and repel the people you don't want. For example, I don't want people who think they can make mucho dee-nero doing nothing but sitting on the coach drinking beer and eating potato chips. BUT, there are some businesses who DO want to attract this type of customer. This type of business is going to use much more hype in their marketing than I would.
Let me give you an example of believability and sincerity with an example from the sales copy from my best selling product, "Your Marketing Department In A Box". A strategy I learned from Alex Mandossian was instead of creating some phony, hyped up reason for people to buy now, tell 'em the truth. Here's how my copy reads:
Oh, and here's another thing: I'm not going to try to persuade you into thinking there's a limited supply of the "Your Marketing Department In A Box" Systems.
----
The reason I want you to give the "Your Marketing Department In A Box" a try is not because "supplies are limited", or because my "price is good for a limited time". Gimmicks like that only would lower my credibility.
This course belongs in your business library because I want you to stop having to worry about get clients and spending your hard-earned cash on marketing books and schemes that just don't work!! Isn't that a good enough reason alone to order the "Your Marketing Department In A Box" right now?
----
Doesn't that sound more believable and sincere than the traditional, "You need to order within the next 3 minutes or we are going to be sold out!" You betcha it does.
Your prospects are more marketing savvy than you might think so if you're going to make a big promise, you need to make sure it's believable or they will think you're just full of hot air.
Kick butt, make mucho dee-nero!
~Dave Dee
Tuesday, April 29, 2008
Wednesday, April 23, 2008
How to get anything you *really *want
I'm in Orlando, FL for a mastermind meeting with some pretty high powered entrepreneurs, almost all of which, are doing extremely well in there business.
Coincidentally, I came across this quote from Jim Rohn:
------------------------------------------------------------
"When you know what you want, and you want it badly enough,you'll find a way to get it." - Jim Rohn
------------------------------------------------------------
One of the keys to making your life exactly like you want it to be is to know exactly what you want it to be.
You have to know your outcome. You can't get where you want to go until and unless you know where you are going.
The sad fact is that most people spend more time planning their vacations than they do planning their lives. Don't let that be you!
Here is a simple procedure for creating a compelling outcome that will catapult you to success:
1. Write down your ideal vision. Take a few minutes now and write down exactly what you want your business to be like. .Don't worry about how you will achieve it. Simply create your perfect scenario.
2. Write down why this outcome is important to you. The reason most people don't stick to their New Year's Resolutions is not because they lack discipline, it's because they don't have enough powerful, emotional reasons for achieving their goals. You need reasons to keep you motivated when times get tough and they always get tough.
3. Write down all the positive things you will get as a result of achieving this outcome. Write down all the emotional, psychological, financial, and other benefits reaching this outcome will bring to you.
4. Write down what will happen if you do NOT achieve this outcome. Make this as painful as possible. How will you feel about yourself? What won't you have? What will you lose?
You see, there are two main motivating forces in our lives:pain and pleasure, moving toward motivation and moving away from motivation.
Some people will tell you to just be positive! Well, you do want to be positive but you canNOT ignore the negative.Negative is a part of real life. And using negative motivation can help you achieve a positive outcome.
5. Determine who else does achieving your outcome directly affect and in what ways (both positively and negatively).This is an important step! You may discover that your outcome is in conflict with another outcome or value you have.
For example, if your outcome is to double the amount of leads you have and you have another goal of spending more time at home with your family-you are going to have a major conflict which will sabotage both of your outcomes.
You need to make sure that your outcomes work together with your values and other outcomes.
Once you have done this simple, five-step procedure you can decide if your outcome is really what you want or if you should revise it or drop it completely and pursue a different one.
Please do not just read this. Take action now.
Kick butt, make mucho dee-nero!
~Dave Dee
P.S."How I Made $77 Million Dollars In Two Years - And You Can Too" by Vincent James is one of the most important courses on direct marketing of all time. Yes, I own it. I bought the original course which was $300. Now the investment is so insanely low, you can't afford not to have it.. If you have not secured your own personal copy yet, go to:
http://www.77milliondollars.com
Coincidentally, I came across this quote from Jim Rohn:
------------------------------------------------------------
"When you know what you want, and you want it badly enough,you'll find a way to get it." - Jim Rohn
------------------------------------------------------------
One of the keys to making your life exactly like you want it to be is to know exactly what you want it to be.
You have to know your outcome. You can't get where you want to go until and unless you know where you are going.
The sad fact is that most people spend more time planning their vacations than they do planning their lives. Don't let that be you!
Here is a simple procedure for creating a compelling outcome that will catapult you to success:
1. Write down your ideal vision. Take a few minutes now and write down exactly what you want your business to be like. .Don't worry about how you will achieve it. Simply create your perfect scenario.
2. Write down why this outcome is important to you. The reason most people don't stick to their New Year's Resolutions is not because they lack discipline, it's because they don't have enough powerful, emotional reasons for achieving their goals. You need reasons to keep you motivated when times get tough and they always get tough.
3. Write down all the positive things you will get as a result of achieving this outcome. Write down all the emotional, psychological, financial, and other benefits reaching this outcome will bring to you.
4. Write down what will happen if you do NOT achieve this outcome. Make this as painful as possible. How will you feel about yourself? What won't you have? What will you lose?
You see, there are two main motivating forces in our lives:pain and pleasure, moving toward motivation and moving away from motivation.
Some people will tell you to just be positive! Well, you do want to be positive but you canNOT ignore the negative.Negative is a part of real life. And using negative motivation can help you achieve a positive outcome.
5. Determine who else does achieving your outcome directly affect and in what ways (both positively and negatively).This is an important step! You may discover that your outcome is in conflict with another outcome or value you have.
For example, if your outcome is to double the amount of leads you have and you have another goal of spending more time at home with your family-you are going to have a major conflict which will sabotage both of your outcomes.
You need to make sure that your outcomes work together with your values and other outcomes.
Once you have done this simple, five-step procedure you can decide if your outcome is really what you want or if you should revise it or drop it completely and pursue a different one.
Please do not just read this. Take action now.
Kick butt, make mucho dee-nero!
~Dave Dee
P.S."How I Made $77 Million Dollars In Two Years - And You Can Too" by Vincent James is one of the most important courses on direct marketing of all time. Yes, I own it. I bought the original course which was $300. Now the investment is so insanely low, you can't afford not to have it.. If you have not secured your own personal copy yet, go to:
http://www.77milliondollars.com
Why I screamed at some of my best customers
The other day I had a call with my elite mastermind members. (These folks pay me $10,000 each to be in this group.) And what did I do?
I screamed at them. Yep, I even let an f-bomb fly. The truth is, they weren't stunned, they're kind of use to me getting on their cases in a big kind of way. (I truly care about these people and want them to get RESULTS.)
What got me so upset?
A lot of my members were planning, planning, planning and not DOING. It's fine to plan but you need to "get to the money" and get to it as quickly as you can.
The people who get results and make the most money,follow this formula: Ready-Fire-Aim!
One of the differences between my most successful customers and the not so successful is the ability to take massive action quickly. Speed of implementation is a key to success and making money.
So what moneymaking project do you have partially done that, if you completed it, it would put dee-nero in your pocket? Finish it now or I might just have to yell at you!
Kick butt, make mucho dee-nero!
~Dave Dee
PS: Can you solve all of your business problems for less than $100? No, of course not. BUT, you can solve your marketing problems. Check out "Your Marketing Department In A Box" at http://www.davedee.com/box
I screamed at them. Yep, I even let an f-bomb fly. The truth is, they weren't stunned, they're kind of use to me getting on their cases in a big kind of way. (I truly care about these people and want them to get RESULTS.)
What got me so upset?
A lot of my members were planning, planning, planning and not DOING. It's fine to plan but you need to "get to the money" and get to it as quickly as you can.
The people who get results and make the most money,follow this formula: Ready-Fire-Aim!
One of the differences between my most successful customers and the not so successful is the ability to take massive action quickly. Speed of implementation is a key to success and making money.
So what moneymaking project do you have partially done that, if you completed it, it would put dee-nero in your pocket? Finish it now or I might just have to yell at you!
Kick butt, make mucho dee-nero!
~Dave Dee
PS: Can you solve all of your business problems for less than $100? No, of course not. BUT, you can solve your marketing problems. Check out "Your Marketing Department In A Box" at http://www.davedee.com/box
Tuesday, April 15, 2008
A classic secret...
Can you tell, I'm on an "old school" kick? Well, the truth is much of the old school marketing techniques beat the pants off of the new strategies and direct mail still trumps 'em all.
Here is an excerpt from my manual, "How To Increase Your Profits In Any Economic Climate." (You can get this manual for free. To find out how, click here.)
---
The “classic” direct mail package consists of these four key elements:
1. The outside envelope
2. The sales letter
3. The brochure
4. The reply/order form
We talked about the difference between A-pile and B-pile mail in a past issue. I also shared with you my secret strategy about highlighting a message on the outside of the envelope. (By the way, subscriber George Franzen emailed me to let me know that he tried the strategy for his third mailing to libraries and he got more responses than he did from his other two mailings combined.)
Think of your sales letters as an army of salespeople. Remember to make sure your sales letter does a complete selling job, i.e., grabs the prospect’s attention, answers objections, makes an irresistible offer, and closes the sale. (I’m talking about complete sales letters NOT lead generation letters, of course.)
Your brochure is the assistant salesperson that reiterates the major benefits and features of your offering. It should be short and to the point.
Depending on what you’re offering, you may or may not use a reply form. If you do use a reply form it should be written in a “me” copy style. By that I mean it should be in the voice of your prospect. Here’s an example:
“Yes, Dave! I am interested in learning more about how your will make my easy and successful. Please call me at your earliest possible convenience.”
Take a look at your mailing pieces and see how they stack up against the “classic direct
mail package”. If you’re not getting the results you desire from your mailing and you’re not incorporating all the elements, you might want to test it.
---
Wow, that is good advice, if I do say so myself!
Kick butt, make mucho "dee-nero"!
~Dave Dee
P.S. Get "How To Increase Your Profits" and a whole bunch of other cool stuff for free by going to http://www.davedee.com/ic
Here is an excerpt from my manual, "How To Increase Your Profits In Any Economic Climate." (You can get this manual for free. To find out how, click here.)
---
The “classic” direct mail package consists of these four key elements:
1. The outside envelope
2. The sales letter
3. The brochure
4. The reply/order form
We talked about the difference between A-pile and B-pile mail in a past issue. I also shared with you my secret strategy about highlighting a message on the outside of the envelope. (By the way, subscriber George Franzen emailed me to let me know that he tried the strategy for his third mailing to libraries and he got more responses than he did from his other two mailings combined.)
Think of your sales letters as an army of salespeople. Remember to make sure your sales letter does a complete selling job, i.e., grabs the prospect’s attention, answers objections, makes an irresistible offer, and closes the sale. (I’m talking about complete sales letters NOT lead generation letters, of course.)
Your brochure is the assistant salesperson that reiterates the major benefits and features of your offering. It should be short and to the point.
Depending on what you’re offering, you may or may not use a reply form. If you do use a reply form it should be written in a “me” copy style. By that I mean it should be in the voice of your prospect. Here’s an example:
“Yes, Dave! I am interested in learning more about how your
Take a look at your mailing pieces and see how they stack up against the “classic direct
mail package”. If you’re not getting the results you desire from your mailing and you’re not incorporating all the elements, you might want to test it.
---
Wow, that is good advice, if I do say so myself!
Kick butt, make mucho "dee-nero"!
~Dave Dee
P.S. Get "How To Increase Your Profits" and a whole bunch of other cool stuff for free by going to http://www.davedee.com/ic
Monday, April 14, 2008
It's only rock n roll but I like it...
Yesterday, I went and saw the Rolling Stones IMAX movie "Shine A Light" directed by Martin Scorsese. The movie rocked as did the Stones.
These guys are still incredible and the energy they exhibit at sixty plus years of age puts the new rock "stars' to shame.
There were two interested points in the movie that directly relate to business....actually three:
1. These guys clearly LOVE what they are doing. They don't want to be doing anything else. They LOVE it. This is a prime example of people turning their "passion into profits."
2. A clip was shown of a twenty something Mick Jagger being asked if he could see himself doing concerts at sixty years old. Without hesitation, he answered, "Yes, absolutely." Although he didn't know how how successful the band would be or if they would be around that long, he knew that is what he wanted to be doing.
3. Keith Richards was asked, "Who do you think is a better guitarist, you or Ronnie Wood?" (Ronnie Wood emphatically said he was, which did not surprise Keith.) Keith thought for a moment and then said, "Alone we are both pretty much crap but together we are better than any ten guys." That is a VERY powerful observation. The lesson is to surround yourself with people who make you better.
Rock on mi amigos, rock on...
~Dave Dee
P.S. If you already love what you're doing and have a good team around you but still aren't making the "dee-nero" you want, the reason is simple: Your marketing probably sucks. (You might not think it does, but if it's not producing the results you want...it does.) For less than $100, you can get a complete marketing department. Check out how by going to: http://www.davedee.com/box
These guys are still incredible and the energy they exhibit at sixty plus years of age puts the new rock "stars' to shame.
There were two interested points in the movie that directly relate to business....actually three:
1. These guys clearly LOVE what they are doing. They don't want to be doing anything else. They LOVE it. This is a prime example of people turning their "passion into profits."
2. A clip was shown of a twenty something Mick Jagger being asked if he could see himself doing concerts at sixty years old. Without hesitation, he answered, "Yes, absolutely." Although he didn't know how how successful the band would be or if they would be around that long, he knew that is what he wanted to be doing.
3. Keith Richards was asked, "Who do you think is a better guitarist, you or Ronnie Wood?" (Ronnie Wood emphatically said he was, which did not surprise Keith.) Keith thought for a moment and then said, "Alone we are both pretty much crap but together we are better than any ten guys." That is a VERY powerful observation. The lesson is to surround yourself with people who make you better.
Rock on mi amigos, rock on...
~Dave Dee
P.S. If you already love what you're doing and have a good team around you but still aren't making the "dee-nero" you want, the reason is simple: Your marketing probably sucks. (You might not think it does, but if it's not producing the results you want...it does.) For less than $100, you can get a complete marketing department. Check out how by going to: http://www.davedee.com/box
Friday, April 11, 2008
The test results are in and a gift...
I've gotta tell you, I'm glad it's Friday. It's been a helluva last couple of days. But tonight, Alexis is taking me out on a "secret" date for my birthday. She has been teasing me about it for a couple of weeks now and I have no idea what it is. (She is a freaky California chick, so I'm a little bit nervous!)
Everyone talks about the importance of testing. As a free gift, you can download a free report from Dan Kennedy about the importance of testing. It's really good. Click here to download it.
We have just completed a couple of marketing tests and the results surprised me.
Our first test was to change what lead product we are selling. We had been selling "Your Marketing Department In A Box" as the first product and wanted to test selling "How To Increase Your Business In Any Economic Climate" instead. We were GIVING that product a way as a free bonus when someone took a one month test drive of the Dave Dee Inner Circle
How to "Increase Your Business In Any Economic Climate" has a lower price point than "Your Marketing Department In A Box" so I assumed this would be a better lead in product. Wrong, bucko! Not even close.
It turns out the my original idea of giving away this VERY valuable product as part of my Inner Circle was spot on. But, the only way I could know for sure would be to test.
You need to run similar tests in your business. The results might just surprise you.
Kick butt, make mucho dee-nero,
~Dave Dee
P.S. If you are not completely satisfied with the "dee-nero" youare making in your business, then you'll want to click immediately click on the link below.
What I have to offer will take you from struggling to higher profits and greater wealth faster than you can imagine.
So let me tell you about an electrifying special I'm having on my Inner Circle membership. I'm going to give you a number of gifts that'll generate more clients, more sales, more referrals, more repeat business and put more dee-nero in your pocket...And I'm going to put my money where my mouth is to prove it.
Go to: http://www.davedee.com/ic
Everyone talks about the importance of testing. As a free gift, you can download a free report from Dan Kennedy about the importance of testing. It's really good. Click here to download it.
We have just completed a couple of marketing tests and the results surprised me.
Our first test was to change what lead product we are selling. We had been selling "Your Marketing Department In A Box" as the first product and wanted to test selling "How To Increase Your Business In Any Economic Climate" instead. We were GIVING that product a way as a free bonus when someone took a one month test drive of the Dave Dee Inner Circle
How to "Increase Your Business In Any Economic Climate" has a lower price point than "Your Marketing Department In A Box" so I assumed this would be a better lead in product. Wrong, bucko! Not even close.
It turns out the my original idea of giving away this VERY valuable product as part of my Inner Circle was spot on. But, the only way I could know for sure would be to test.
You need to run similar tests in your business. The results might just surprise you.
Kick butt, make mucho dee-nero,
~Dave Dee
P.S. If you are not completely satisfied with the "dee-nero" youare making in your business, then you'll want to click immediately click on the link below.
What I have to offer will take you from struggling to higher profits and greater wealth faster than you can imagine.
So let me tell you about an electrifying special I'm having on my Inner Circle membership. I'm going to give you a number of gifts that'll generate more clients, more sales, more referrals, more repeat business and put more dee-nero in your pocket...And I'm going to put my money where my mouth is to prove it.
Go to: http://www.davedee.com/ic
Thursday, April 10, 2008
Lessons From An Old School Barber Shop
Last month, I told you about the worst haircut I have received. Today, I'm going to tell you about one of the best haircut experiences I've had AND how it directly applies to increasing the profits in your business.
The other day, I was looking to get a haircut so I went to Google and typed in "best mens haircut alpharetta ga." To my surprise, a barber shop was listed and it had a TON of great reviews. I decided to give it a shot.
This was not one of the trendy "faux" barbershops that you seeing popping up. This was a REAL, old school barber shop. They did shaves, shoe shines and, of course, haircuts. It smelled like a barber shop for men and not some perfume drenched, over-priced "salon."
The place was packed. I had to sign in on a waiting list but did not have to wait too long. Soon, I was escorted to a real barbers' chair and received an EXCELLENT haircut. After the haircut, warm shaving cream was applied to the back of my neck and I was treated to straight edge razor shave. Next came the hot towel which was put on my face and neck followed by after shave lotion with was massaged into my necl and face.
Wow. I felt great. And, well, like a MAN.
I left a HUGE tip and knew that I had found the only place I would go from now on to get my haircut. The old school approach won me over - in a big way and apparently a lot of other men as well.
"New" does not always mean "better." In fact, in many cases, "new" is a step backwards.
Take direct mail for example. The new marketing "gurus" only talk about marketing on the Internet and thumb their noses at direct mail. It's funny because Internet sales are a teeny-tiny fraction of the sales made through direct mail. It's not even close.
Don't get me wrong. I love Internet marketing but I also use direct mail. (As do almost ALL of the successful online companies such as Amazon.com)
If I was starting a new business, the first place I would start to generate leads is through direct mail. You will get the best bang for your buck and consistent stable results with this old school media.
Am I saying not to do Internet marketing? No way, Jose. You want to use ever media you profitably can to promote your business. So, yes, definitely use the Internet but don't neglect the old school media.
Okay, I'm going put a Beatles album on my hi-fi record player and drink an Old Milwaukee.
Kick butt, make mucho dee-nero!
~Dave Dee
The other day, I was looking to get a haircut so I went to Google and typed in "best mens haircut alpharetta ga." To my surprise, a barber shop was listed and it had a TON of great reviews. I decided to give it a shot.
This was not one of the trendy "faux" barbershops that you seeing popping up. This was a REAL, old school barber shop. They did shaves, shoe shines and, of course, haircuts. It smelled like a barber shop for men and not some perfume drenched, over-priced "salon."
The place was packed. I had to sign in on a waiting list but did not have to wait too long. Soon, I was escorted to a real barbers' chair and received an EXCELLENT haircut. After the haircut, warm shaving cream was applied to the back of my neck and I was treated to straight edge razor shave. Next came the hot towel which was put on my face and neck followed by after shave lotion with was massaged into my necl and face.
Wow. I felt great. And, well, like a MAN.
I left a HUGE tip and knew that I had found the only place I would go from now on to get my haircut. The old school approach won me over - in a big way and apparently a lot of other men as well.
"New" does not always mean "better." In fact, in many cases, "new" is a step backwards.
Take direct mail for example. The new marketing "gurus" only talk about marketing on the Internet and thumb their noses at direct mail. It's funny because Internet sales are a teeny-tiny fraction of the sales made through direct mail. It's not even close.
Don't get me wrong. I love Internet marketing but I also use direct mail. (As do almost ALL of the successful online companies such as Amazon.com)
If I was starting a new business, the first place I would start to generate leads is through direct mail. You will get the best bang for your buck and consistent stable results with this old school media.
Am I saying not to do Internet marketing? No way, Jose. You want to use ever media you profitably can to promote your business. So, yes, definitely use the Internet but don't neglect the old school media.
Okay, I'm going put a Beatles album on my hi-fi record player and drink an Old Milwaukee.
Kick butt, make mucho dee-nero!
~Dave Dee
Wednesday, April 9, 2008
Creating your "lead generation magnet"
My mentor, Dan Kennedy (http://www.dankennedywebsite.com) talks about the importance of creating a lead generation magnet and a secondary reason for response.
Let's briefly discuss each one of these powerful marketing concepts and see how they can make you a lot of money.
A "lead generation magnet" is typically free information that your target market really wants to have.
For example, an accountant might have a free report" entitled, "7 Big Money Tax Saving Strategies The IRS Does Not Want You To Know." A sales consultant r might offer a free report called, "The Unusual Secret For Doubling Your Sales In 90 Days Or Less".
The idea is to create a free report that is of interest to your target market and give it a compelling title.
How do you use this "lead generation" magnet after you created it? It's easy.
In all of your ads, lead generation letters, and other lead generation materials, you offer your free report. The free report acts as the bait that attracts the fish (your prospects) to you.
There are a couple ways to go about this. The first way is to just market the free report and not even mention what you do. When you send the free report to someone who requests it, you also send a sales letter, brochure, etc. about your services.
The second way to use the free report is as "secondary reason for response."
In this case, your marketing materials do sell the prospect on requesting information about your services and the free report is a "bonus gift" he/she receives. In essence, the free report gives them a second reason to request your information.
Your free report doesn't have to be long. A single sheet of paper printed on both sides is fine as long as you are just giving quick tips. I know people who have reports that are 68 pages long.
More important than the length of the report, is the content. You want to give real information and NOT just make it a sales letter.
Give your prospect real, usable information in the report and then sell your services in the materials you send along with it.
If you take action and use this strategy, it will transform the quality and profitability of your business.
Kick butt, make mucho "dee-nero!"
~Dave Dee
P.S. Want to see examples of lead generation magnets that you can model? Get your own personal copy of "Your Marketing Department In A Box." It is the best value in marketing today and is the best thing you can do for your business. www.davedee.com/box
Let's briefly discuss each one of these powerful marketing concepts and see how they can make you a lot of money.
A "lead generation magnet" is typically free information that your target market really wants to have.
For example, an accountant might have a free report" entitled, "7 Big Money Tax Saving Strategies The IRS Does Not Want You To Know." A sales consultant r might offer a free report called, "The Unusual Secret For Doubling Your Sales In 90 Days Or Less".
The idea is to create a free report that is of interest to your target market and give it a compelling title.
How do you use this "lead generation" magnet after you created it? It's easy.
In all of your ads, lead generation letters, and other lead generation materials, you offer your free report. The free report acts as the bait that attracts the fish (your prospects) to you.
There are a couple ways to go about this. The first way is to just market the free report and not even mention what you do. When you send the free report to someone who requests it, you also send a sales letter, brochure, etc. about your services.
The second way to use the free report is as "secondary reason for response."
In this case, your marketing materials do sell the prospect on requesting information about your services and the free report is a "bonus gift" he/she receives. In essence, the free report gives them a second reason to request your information.
Your free report doesn't have to be long. A single sheet of paper printed on both sides is fine as long as you are just giving quick tips. I know people who have reports that are 68 pages long.
More important than the length of the report, is the content. You want to give real information and NOT just make it a sales letter.
Give your prospect real, usable information in the report and then sell your services in the materials you send along with it.
If you take action and use this strategy, it will transform the quality and profitability of your business.
Kick butt, make mucho "dee-nero!"
~Dave Dee
P.S. Want to see examples of lead generation magnets that you can model? Get your own personal copy of "Your Marketing Department In A Box." It is the best value in marketing today and is the best thing you can do for your business. www.davedee.com/box
Tuesday, April 8, 2008
How To Get Hot Prospects To Call You
Wanna get hot prospects to call you?
You do that with lead generation advertising.
A lead generation ad has one and only one purpose: To get hot, qualified people who are interested in buying your product or service to call you. That’s it.
A lead generation ad is NOT meant to promote your “image”. It is NOT meant to “keep your name out there”. It is NOT meant to actually sell your product or service.
It’s only job is to get people to “raise their hand” and say, “I’m interested in what you have to offer.”
Lead generation is the backbone of my entire marketing system. In fact, developing a constant stream of qualified leads is the backbone of any successful sales organization.
And never forget that you are a salesperson and marketer first and foremost and what ever you actually do, second! It amazes me how many business owners say, “I didn't get in this business to be a salesperson. I just want to do my thing.” If that’s the case, you can forget about ever making any real money doing your thing.
The MAJOR advantage of lead generation advertising is that you are going to be dealing with people who contact you and are at least interested in what you have to offer.
Other marketers say cold calling is the best way to make sales. While it’s true that you can generate business by cold calling,it’s a miserable, time consuming, inefficient way to do things. Also, every week you start from ground zero again.
With consistent lead generation to the right prospects, you will eventually have a steady stream of hot prospects calling you.
Kick butt, make mucho dee-nero!
~Dave Dee
P.S. Wanna get killer, done for you direct mail, print and online lead generation marketing done for you? Then you've gotta get "Your Marketing Department In A Box." Get your personal copy now by going to: http://www.davedee.com/box
You do that with lead generation advertising.
A lead generation ad has one and only one purpose: To get hot, qualified people who are interested in buying your product or service to call you. That’s it.
A lead generation ad is NOT meant to promote your “image”. It is NOT meant to “keep your name out there”. It is NOT meant to actually sell your product or service.
It’s only job is to get people to “raise their hand” and say, “I’m interested in what you have to offer.”
Lead generation is the backbone of my entire marketing system. In fact, developing a constant stream of qualified leads is the backbone of any successful sales organization.
And never forget that you are a salesperson and marketer first and foremost and what ever you actually do, second! It amazes me how many business owners say, “I didn't get in this business to be a salesperson. I just want to do my thing.” If that’s the case, you can forget about ever making any real money doing your thing.
The MAJOR advantage of lead generation advertising is that you are going to be dealing with people who contact you and are at least interested in what you have to offer.
Other marketers say cold calling is the best way to make sales. While it’s true that you can generate business by cold calling,it’s a miserable, time consuming, inefficient way to do things. Also, every week you start from ground zero again.
With consistent lead generation to the right prospects, you will eventually have a steady stream of hot prospects calling you.
Kick butt, make mucho dee-nero!
~Dave Dee
P.S. Wanna get killer, done for you direct mail, print and online lead generation marketing done for you? Then you've gotta get "Your Marketing Department In A Box." Get your personal copy now by going to: http://www.davedee.com/box
Monday, April 7, 2008
Why professional marketing, well, sucks...
Let me be blunt.
If your marketing materials look corporate, pretty,and professional you're wasting a lot of money and killing your response.
I guarantee if you send out the fanciest full-color brochure I will beat you hands down with a plain old direct marketing sales letter.
Here's why:
If your materials look like advertising they will not get tread. People do not want to read advertising. They want information that somehow benefits them.
Read that again.
All your marketing must be totally focused on what the client wants and not on how great you are.
If you are sending out a full-color brochure or any brochure for that matter you are wasting your money unless it is accompanied by a benefit oriented sales letter.
NEVER, EVER SEND OUT A BROCHURE WITHOUT A SALES LETTER.
If you are going to use a brochure, you need to make sure it direct response oriented. That means it needs headlines, bullet points, and hot BENEFIT oriented copy.
Every week I get brochures to critique. Very often the business owner who sends it in very proud of the fact that they have a full-color, glossy brochure that was designed by a graphic artist. They love the fact that it looks like something that General Electric would use. They think because their brochure looks so good the prospect will be compelled to hire them.
Here's the bottom line truth. The prospect doesn't care about you or what you do or how nice your materials look. Her ONLY concern is what you can do for her.
Period.
I know this is a hard pill to swallow for most business owners. Trade magazines and so-called "experts" have preached the importance of making our materials look so professional and slick.
But the truth is that sales letter and direct response marketing will beat the stuffing out of all of that fancy stuff.
This is NOT my opinion. This is FACT based on extensive marketing research and studies.
Learn how to create powerful direct response marketing tools for both your online and offline marketing efforts and you will be well rewarded!
Kick butt, make mucho "dee-nero!"
~Dave Dee
P.S. What if I told you, you could get a slew of ready to use, copyright free marketing documents ranging from yellow pages ads to postcards, to direct mail letters, to newspaper ads and beyond that you could take and immediately use to generate more leads and make more sales? Would you be interested? If "yes" then fly over to http://www.davedee.com/box
If your marketing materials look corporate, pretty,and professional you're wasting a lot of money and killing your response.
I guarantee if you send out the fanciest full-color brochure I will beat you hands down with a plain old direct marketing sales letter.
Here's why:
If your materials look like advertising they will not get tread. People do not want to read advertising. They want information that somehow benefits them.
Read that again.
All your marketing must be totally focused on what the client wants and not on how great you are.
If you are sending out a full-color brochure or any brochure for that matter you are wasting your money unless it is accompanied by a benefit oriented sales letter.
NEVER, EVER SEND OUT A BROCHURE WITHOUT A SALES LETTER.
If you are going to use a brochure, you need to make sure it direct response oriented. That means it needs headlines, bullet points, and hot BENEFIT oriented copy.
Every week I get brochures to critique. Very often the business owner who sends it in very proud of the fact that they have a full-color, glossy brochure that was designed by a graphic artist. They love the fact that it looks like something that General Electric would use. They think because their brochure looks so good the prospect will be compelled to hire them.
Here's the bottom line truth. The prospect doesn't care about you or what you do or how nice your materials look. Her ONLY concern is what you can do for her.
Period.
I know this is a hard pill to swallow for most business owners. Trade magazines and so-called "experts" have preached the importance of making our materials look so professional and slick.
But the truth is that sales letter and direct response marketing will beat the stuffing out of all of that fancy stuff.
This is NOT my opinion. This is FACT based on extensive marketing research and studies.
Learn how to create powerful direct response marketing tools for both your online and offline marketing efforts and you will be well rewarded!
Kick butt, make mucho "dee-nero!"
~Dave Dee
P.S. What if I told you, you could get a slew of ready to use, copyright free marketing documents ranging from yellow pages ads to postcards, to direct mail letters, to newspaper ads and beyond that you could take and immediately use to generate more leads and make more sales? Would you be interested? If "yes" then fly over to http://www.davedee.com/box
Tuesday, April 1, 2008
Who is on your blame list?
Well, kids, I've been working my tail off on a MAJOR project for Alexis. On Thursday, we are launching the "Law Business Revolution" which is literally a month long campaign. This is information marketing at it's highest level.
I've done a ton of work designing the campaign and writing the copy but so has Alexis. One of the things I love about her (both on a professional and personal level) is that she does not make excuses. She is one of the busiest people I know but always finds time to get things done. Alexis does not have a blame list.
Oh, I used to have a blame list for my lack of success:
It included, but was definitely not limited to:
I've done a ton of work designing the campaign and writing the copy but so has Alexis. One of the things I love about her (both on a professional and personal level) is that she does not make excuses. She is one of the busiest people I know but always finds time to get things done. Alexis does not have a blame list.
Oh, I used to have a blame list for my lack of success:
It included, but was definitely not limited to:
- I didn't get encouragement to do what I wanted to do.
- The government was taxing me too much.
- My company wasn't paying me enough money.
- My boss is a jerk.
And on and on and on...
The only problem with my list was that there was one person missing: ME. It was not until I decided to "Take Charge Of My Life" (which, by the way was the first personal development program I ever listened to, by the same title by Jim Rohn), that things began to turn around for me.
It was not magic, there were years when I almost made no money, but I was on the right path AND passionate about what I was doing. Because of my passion and drive, I would not allow myself to fail. I would have never gotten to this point had I not tore up blame list and said, "If it's going to me, it's up to me."
Who is on your blame list? My suggestion is to actually create a blame list by writing down everyone who you have blamed in the past and then, BURN it. Seriously. And then look in the mirror and say, "If it's going to be, it's up to me."
Turn your passion into profits!
~Dave Dee
P.S. Are you passionate about your business? Are you good at what you do? Would you like to make an additional six figures working part time or up to seven figures full time coaching other people how to be successful? If you answered "yes", then you must check out my free video right now. Go to http://www.astonishingbusiness.com
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