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Lessons I Learned from Paris Hilton
Today we’ll talk about shameless self-promotion. That’s right, I said it! Shameless! After all, we are learning from Paris Hilton here.
It’s all about self-promotion! Self-promotion comes in many forms and you can use different tactics to get your name out there. Look at politicians! Talk about self-promotion and in some not so discreet ways, at that. But, seriously, consider some of the major superstars we all know. Madonna, Donald Trump, Howard Stern and Bill Clinton, just to name a few.
We all self promote. Did you raise your hand in class to show the teacher you knew the answer? Of course! That’s self-promotion. This is the kind of self-promotion we are talking about. With dignity, class and the knowledge to back it up. If you self-promote only to prove you don’t really know what you’re talking about, you’re going to lose business.
Natural self-promoters are the former and I want to tell you about the three major traits they have and use to build themselves and their businesses.
1) The first is position. You need to position yourself around people who can make a difference in your life. You need to do this frequently. You need to wake up every morning and ask yourself “Who can I meet today who will make a difference in my success?” In fact, go a step further, write it in big, bold letters and tape it on your bathroom mirror.
Also consider:
Who can help me meet my goals?
Is it a prospective customer/client? A colleague with contacts? An association with key members who may become prospects?
Don’t settle into interacting with the people who are the easiest to access. You need to reach outside your comfort zone and there you will find a wealth of new connections that will bring you great success.
2) Now, let’s talk about Style. No, this doesn’t mean you need an Armani suit to bring in more business (though, let’s be honest-it wouldn’t hurt) ☺ What this really means is how are you different from your competitors and others in your industry. What makes you memorable with customers?
If you are meeting a lot of people and they don’t remember you once you leave the room, you have a serious problem! This means you have an opportunity to present yourself in a more memorable way.
There are lots of little subtle changes you can make. Reassess your:
Business cards
Company message
Your picture
Your wording
Maybe even, your hairstyle (of course, now we’re back to the expensive
suit, but it really works!)
You get the idea. There are lots of little ways you can work on making your image and business more successful. Also, consider how you sound on the phone and how you great people at meetings or other events. Think about your 30-sec elevator speech.
3) The third trait of natural promoters is repetition. You can’t say it once and leave it at that. Successful self-promoters say it as many times as they need until they get a response. Would you remember a commercial for Coca-Cola if you only saw it once, no! You see it over and over and eventually you head out to the store.
You, also, have to make multiple impressions on those you are networking with in order to build brand awareness. Repetition is in direct connection with positioning. Once you find people to network with, reach out and find hundreds more who can help in your success as well.
* DETAILER MARKETING SECRETS *
Direct Response or Bust!
Direct response marketing is a marketing that demands a direct response from your potential customers.
This type of marketing is used to answer questions, present your branding, products and the reason you do what you do.
Customers love this, as they are offered the opportunity to response, whether that be in the way of signing up for a newsletter, posting a comment on your site or blog, or purchasing a product from you.
So, what does direct response marketing look like? Well, it comes in many forms, including:
- Direct mail
- Print ads
- Radio and TV ads
- Coupons or other incentives
- Telemarketing
Some of the advantages of direct marketing are:
- A great way to use free time during lulls in business
- Productive way to communicate and empower you to create more relationships
- Great way to up- and cross-sell to current customers
- Low cost way to rustle up new business
- Used as leverage to turn small sales into large sales
- Supplement your current marketing program
- Cost-effective way to reach target markets
- Offers measurable results
- Reach outside your local area for new business
- Increase the effectiveness of your sales force
These are all great things that can come from just taking a few simple steps to putting together a direct response marketing plan and executing it.
“I honestly don’t think you’ll ever find a safer, lower-risk, higher-profit method of increasing your business or profession than direct-response marketing.”
- Jay Abraham
Direct response marketing is one of the best ways to launch your business on a large scale and reach out to everyone in your target market whether they are in your local area or not.
We can show you EXACTLY how to master your marketing an unleash effective direct response campaigns at will..
Sign up for a front row seat on our next Marketing Secrets Masterclass >>> https://detailermarketing.com/masterclass
* DETAILER MARKETING SECRETS *
Make it Pop!
There are 5 major components to good advertising copy:
(The order of these is essential to success)
• Command Attention
• Showcase Benefits of Products/Services
• Prove the Benefits
• Persuade People to Embrace the Benefits
• Call to Action
Advertising is sales in print.
So, you need to think about the unique benefits your products/services offer and showcase that in a persuasive way.
You need to emphasize results, not features.
Let’s take a minute to talk about each of these components:
1. Command Attention: This is usually accomplished with the headline.
You need an attention-getter that makes people want to know more about your products/services.
The best headlines give a vivid portrayal of the benefits or show how a problem can be avoided with your products/services.
The headline is the advertisement for the advertisement.
2. Showcase Benefits: You have to showcase the benefits of your products and services and, more importantly, show how they will solve or prevent a problem.
They need to know what’s in it for them. Include useful, factual and clear information to show precisely what the benefits are and how they are going to help the customer.
3. Offer Proof: This is where you prove what the advertisement is offering.
You need to establish you have a method to deliver. Consider information that establishes credibility and past performance.
4. Persuade: You need to add compelling reasons for your potential customers to purchase your products/services.
Use a hard sell approach and create scarcity.
This will enact your potential customers to feel like they have to act now. Which leads into the last component.
5. Call to Action: You need to compel your potential customers to DO something.
They need to check out your site, sign up for your newsletter, purchase your products, contact you about services…something.
Offer a freebie-a booklet, sample, product, bonus, demo, consult, limited time price…the list goes on.
There are lots of ways to get potential customers excited about ordering and help them feel like they are getting an amazing deal.
Good advertisements include all of these components and are not complete without any of them.
You can sit down and think through any one of these components, then figure out how to best place them together for the most effectiveness.
We can help you with this too.
Sign up for a front row seat at our next Marketing Secrets Masterclass and we'll show you EXACTLY how to master your marketing, and generate all the leads your detailing business can handle >>>
* DETAILER MARKETING SECRETS *
Turn Prospects into Customers Overnight!
Today I’d like to talk about how to turn prospects into customers and retain them for future marketing to.
While, your marketing is doing its job, you need to be working on turning those prospects into customers.
There are a few key ways to draw them in and seal the deal. You need to be:
• Inviting
• Informative
• Enjoyable
The biggest fear of most new customers is the dread buyer’s remorse.
You want to avoid this at all costs and this should be mitigated if you’ve provided a quality product/service that delivers on the marketing claims you’ve made.
However, this can still occur.
There are two ways to deal with this:
• Offer to refund money-no questions asked
• Offer a bonus they can keep even if they return the product
These offers alone will also mitigate buyer’s remorse because the customer will trust you more, just for offering these things.
There are number of other ways to turn a prospect into a customer:
1. Offer a special price as an opportunity for you to test the market.
2. Offer a lower price with the reason of pushing inventory to pay a tax bill, for your kid’s' braces, or another tangible reason. Customers love that this makes you feel so much more human.
3. Offer a referral incentive.
4. Offer a smaller, more inexpensive product first to build trust.
5. Offer package deals.
6. Offer to charge less for their first purchase if they become a repeat customer.
7. Offer extra incentives-longer warranties, free bonuses if ordered by a set date.
8. Offer financing options, if applicable.
9. Offer a bonus if they pay in full.
10. Offer special packaging or delivery.
11. Offer “name your own price” incentives.
12. Offer comparative data or other comparison tools.
13. Offer a trade-up or upgrade to something they already have.
14. Offer additional, educational information to help them make the decision.
The options really are as limitless as you make it.
You can use these or other ideas to find what works the best for your business, products/service and target market.
Remember this…
“By making it inviting, easy, informative, non-threatening, educational, inspiring and fun to do business with you, you’ll loft your company above the competition.” - Jay Abraham
Need help with figuring out the best strategy for converting prospects into customers?
Sign up for a front row seat to our next Marketing Secrets Masterclass, and I'll show you EXACTLY how to convert prospects into paying customers >>>
* DETAILER MARKETING SECRETS *
Put Them in a Trance
We’re going to go through the 5 essential keys to a successful and reusable marketing campaign launch. Once you have these basics down, you can use them over and over again.
The 5 essential keys are:
• Define your Unique Selling Proposition (USP)
• Put an effective sales offer to work
• Avoid the marketing pitfalls
• Use a world-class marketing perspective
• Get results!
We’ll go through each one of these, so you can see exactly how to use them and how they all affect the overall outcome of your marketing campaign.
Define your Unique Selling Proposition (USP)
Take the time to ask yourself some questions from the prospective of the customers/clients. What would it take to get your attention? What needs do you have that need to be met? What are the promises you want fulfilled?
Once you know the answers to these questions you can start putting together a plan to meet these needs. Then take a look at what USP your competitors are using to help you develop your own USP. Your USP is what you are “promising” your customers/clients. This is what’s going to set you apart from your competition.
Put an effective sales offer to work
To develop an effective sales plan, you need to:
1. Put together a headline that gets immediate attention.
2. Share benefits of your products/services speaking from the customers’ perspective.
3. Identify the specific needs met by your products/services.
4. Make it easy to do business with you by offer guarantees.
5. Share your specific sales proposition.
6. Walk your customers/clients through how they should respond and act.
7. Motivate with a call to action.
What this all means is, you need to put together what makes your products/services special and compel customers to buy. If they don’t feel like they NEED your product, they won’t buy. You need to answer a question, solve a problem or feed an obsession.
You need to provide them with all the information they need to make an informed and confident decision. Buyer’s remorse is one of the worst things that can happen.
Avoid the marketing pitfalls
There are 5 major marketing pitfalls many businesses fall into and you should avoid:
• Ignore market testing and push on with an inaccurate plan.
• Offer an incomplete case, or reasons, throughout their
marketing plan.
• Fail to notice the needs of their prospective customers/clients.
• Fail to diversify their marketing options.
• Fail to get market opinions on their offers.
These are all areas to avoid. If you’ve been working through these lessons, avoiding these pitfalls should be easy and natural.
Use a world-class marketing perspective
World-Class marketing perspective is important, especially if you want to attract customers/clients from all over the world. You can do this a number of different techniques and activities:
1. Keep a marketing journal and scribble down anything innovate you see.
2. Keep encouraging your marketing department, or yourself, to try new things and dump the ones that aren’t working.
3. Order from your own company under a different name and analyze the process of ordering, shipping, online store, customer service and the product itself. This will show you where the areas for improvement in the customer experience.
4. Read every quality ad you can find and keep a file for future ideas to consider.
5. When out in public, watch how consumers behave in different situations and how they consider their purchases.
6. Step down a notch or two and work on the front lines
with your sales and customer service staff.
7. Continuously acknowledge your staff, vendors and customers. Everyone works and shops better when they feel appreciated.
8. Always listen to feedback from employees and customers.
9. Continuously test markets, ads, and marketing techniques. This is the only way to stay successful and know what’s working and, more importantly, what’s not.
10. Offer more information in your marketing than anyone else. The more information you offer, the more products/services you’ll sell.
11. A great marketing plan can only get better. Continue to fine tune and refine your marketing plan based on testing results and feedback.
12. Be classy in your marketing. Make sure your marketing and advertising fits your company image, products/service and quality.
13. Improve your best marketing areas and drop those that aren’t working.
14. Focus on what you say, not how you say it. The best marketing ideas turn into the best marketing naturally.
15. Develop all your ads, campaigns and sales materials with an attention to compelling and factual information.
By using these techniques you can put your name out there to the world and become one of the top brands in your industry.
Get results!
The last area we are going to talk about is the best-satisfied customers. If your customers aren’t satisfied, you’ve wasted all your marketing resources and all chance of positive word-of-mouth advertising. You can satisfy your customers by:
• Providing quality products/services
• Providing high quality customer service
• Providing a low-pressure, highly informative sales experience
• Taking all the risk away with a great guarantee
To generate more business there are a couple of simple techniques that work every time:
• Build your database with a contest.
• Do regular mailings with sales, discounts, or other incentives.
• Find other creative ways to keep your current customers coming back for more.
“As long as the reward is directly related to your product or service, you can’t lose. Why not get started today? It’s so simple, it’s so seldom done, and it’s so profitable. And that’s the bottom line.” Jay Abraham
It is so simple! So, why aren’t you starting today? We can help you put together a great marketing plan that will get you results. Register for our FREE live Detailer Marketing Masterclass and gain the tools, resources, and knowledge you need!
To Register Now Click Here > https://detailermarketing.com/masterclass
To Your Marketing Success,
Christian
* DETAILER MARKETING SECRETS *
Are You Aiding & Abetting E-Myths?
We are going to embark upon a journey through the world of e-myths and debunk them to help you avoid falling into the e-myth trap.
First, let’s take a minute to talk about what an e-myth is. An entrepreneurial myth, or e-myth, is an assumption that anyone can succeed at business with:
• Desire
• Some capital
• Projected a targeted profit
This sounds great, but it just not realistic. Think of starting a business as a marathon. Sure, everyone starts out of the gate at record pace, but after a few miles people start slowing and some drop out entirely. Building a successful business takes stamina and agility.
The reality is that there are many different facets to a successful business and none of them can be ignored if you plan to find success.
Let’s take a minute to talk about entrepreneurial seizure. This defines the roller coaster of emotions that comes with starting, nurturing and the potential failure of a business.
The emotions that occur, in order, are:
• Exhilaration
• Exhaustion
• Despair
• Sense of self-loss
This is usually cause by the e-myths and assumptions we talked about. You can get your hopes so high on instant success that even the smallest lag and you are sent into an emotional tailspin.
This is also brought on by the stark realization that you can’t do it all and will need help in the areas where you don’t have the knowledge.
Now, faced with limited choices you may feel like you need to back out and hide, but don’t do this.
Register for our FREE Detailer Marketing Masterclass to receive the business coaching and guidance you need to avoid feeling overwhelmed and defeated.
To Register Now Click Here > https://detaiermarketing.com/masterclass
To Your Marketing Success,
Christian
* DETAILER MARKETING SECRETS *
Gather the Troops
Today I'd like to chat about the different types of support staff you need and what makes them so important.
There are essentially three key roles that need to be filled to set your business up for success:
• The Technician
• The Manager
• The Entrepreneur
All of these roles need to be played simultaneously by different people with the right talents. It’s all about balance.
The Technician
This person represents the present and all that needs to be done for the physical aspects of the business building process. They are the “doer”.
This is usually the most visible person of the entire operation.
The Manager
This person represents the past and works to fix problems through learning from past mistakes. They are the practical side of the business and is in charge of putting together the business and overseeing the planning.
The Entrepreneur
This person represents the future and the vision for the business. They are responsible for the creative side of the business and are always considering ways to enhance products/service, business image, branding and more.
All three of these characters are essential in the success of any business and to build a solid foundation from the start, you need to work harder to find the right people to put in these roles. Obviously, you need to be one of these key people, but ensure you find the role that fits your skills and talents, not necessarily what you THINK you should be doing.
This may be a hard process for you as you will need to relinquish some control over the business and instill trust in people to allow them to do their jobs.
Remember, we're here to help you through this entire process and teach you how to avoid falling victim to e-myths when you when you register for our FREE Detailer Marketing Masterclass.
To Register Now Click Here > https://detailermarketing.com/masterclass
To Your Marketing Success,
Christian
* DETAILER MARKETING SECRETS *
You Turn Me Right 'Round Baby, Right Round'
The biggest area of turn-key businesses is franchises. There is franchise for ever industry in the world and they are fairly easy to acquire and come with practically a pop out of the box pre-assembled system. McDonald’s is a prime example. In fact, a $40 billion, 28,707 strong example.
There are a few things we are going to talk about:
• Business Format Franchise
• The Franchise Prototype
• Franchise Prototype Standards
Business Format Franchise
The business format franchise came from an earlier model call the “trade name” franchise. The big change was in the rights. During the “trade name” days the franchise owner only had marketing right’s, now franchise owners have owning rights to the entire business including systems. This has allowed for a shift in focus to go from the quality and name recognition of the products carrying the business to sales techniques that carry the business.
The Franchise Prototype
It was really the franchise prototypes that allowed for the changes to be made that help today’s franchises really shine with the techniques developed by the owners instead of the corporation. This can make a significant difference in the success of the franchise as the owner can custom tailor their marketing and promotions to the direct needs of their local target customers.
Franchise Prototype Standards
Now, the above being said, no one in their right mind would purchase a franchise if the parent company didn’t have a solid plan of action set up to ensure the prospective success of the business. So, there are a few standards that are put into place that helps jump start the process of opening a successful franchise.
Build model of prospective customers/clients, suppliers, creditors and employees who will consistently offer high quality work.
1. Build a user-friendly model that can be used by individuals of any skill set.
2. Build a defect-free model.
3. Build a model with Operations Manuals.
4. Build a model that will provide guaranteed, consistent results.
5. Build a model that encompasses the same branding in color, dress and facilities codes.
These are all ways the parent corporation makes sure their brand stays the same and in the front of the minds of customers. When you are purchasing a widely-known brand you will attract customers just for being you.
If you are considering purchasing a franchise, talk with one of our experienced business coaches during our FREE Masterclass.
To Register Now Click Here > https://detailermarketing.com/masterclass
To Your Success,
Christian
* DETAILER MARKETING SECRETS *
Mortar Makes it Happen
Today I'd like to talk about the three keys to business development and how you can put the right bricks in place to build a solid foundation.
There are three main areas of business development:
• Innovation
• Quantification
• Orchestration
If done well these three areas will help you build a solid foundation for you business. Let’s talk about each one of these for just a minute.
Innovation
Innovation should not be confused with creativity, which is the expression of ideas. Innovation is taking these ideas and putting them into action. This is where a large amount of your focus should be in the beginning and even throughout your business’ entire lifespan.
Quantification
This, of course, refers to the numbers. We are talking about the value of your innovation. The best way to gauge this is by your customer response.
Look to positive responses for what you are doing right-and keep doing it.
Look to your negative responses to find out what you’re doing wrong-and fix it. This will enable you to keep growing and progressing with the needs of your customers and business climate.
Orchestration
Once you’ve had a chance to find what areas are working, you can narrow down those areas and concentrate on making them the stand out ideas.
You shift your focus here to get the most out of your business and to meet the needs of your customers.
We can help you work through these three areas to put together your franchise prototype during our FREE Live Masterclass.
To Register Now Click Here > https://detailermarketing.com/masterclass
In the next few lessons we are going to transition to the 7 specific areas you need to consider in your franchise prototype process:
• Primary Aim
• Strategic Objectives
• Organizational Strategy
• Management Strategy
• People Strategy
• Marketing Strategy
• Systems Strategy
These 7 areas will fine turn your plan for the ultimate level of success.
To Your Success,
Christian
* DETAILER MARKETING SECRETS *
PR Equals Free Publicity
There are three key areas of public relations you can use to boost your advertising results ten-fold over your paid advertising.
The key to public relations lie in:
• Public relation or publicity
• Merchandising
• Promotions
With a solid plan in place that encompasses all these areas, you’ll have a great approach to use public relations in the best way possible.
Public relations include all that is the media. Don’t limit yourself. The attention of newspapers, television, radio, magazines, bloggers, ezines and more are all equally powerful. Online marketing is just as, if not more, important as conventional media.
Here are the steps to get noticed by the media:
1. Put together a press release for your company. The press release should be relevant to your target market and address consumer interest, not just announce your business.
2. Compact your press release to include one hook and one angle. Choose the most attention-getting to make sure the media person you are sending it to is interested in reading it.
3. Put your press release in professional formatting. With press releases you need a dateline, the most important information at the top, facts, figures and wrap it up with contact details including who and how. Print the press release on your letterhead.
4. Send your press release to all television and radio stations, local and metro newspapers, national newspapers, industry magazines, and any other form of media that reaches your target market. Don’t forgot to include relevant blogs, ezines, press release submission sites and to industry professionals.
More importantly than a perfect press release is to make sure you have addressed the needs of your target market in the products/services you offer and made that clear in the press release. If you are provided people a solution to a problem, a way to avoid a problem and an opportunity to enhance their life the media and public will be interested.
If you have a connection (or the ability to get a connection) with a celebrity, this can practically guarantee you’ll get attention. Make sure you are offered newsworthy information, and then follow up with media outlets to make sure they are publicizing that information.
“One of the most powerful techniques every business should use is free publicity. As the name implies, there is no cost, just the time and effort required to attract attention to your business.” Jay Abraham
If you're looking to master the art of marketing your detailing business, and develop a bullet-proof, all-weather marketing strategy then be sure to register for our FREE Detailer Marketing Masterclass!
To Register Now Click Here > https://detailermarketing.com/masterclass
To Your Marketing Success,
Christian Turner
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