Are You Getting Hate Mail Yet?!
In this issue:
- Branding your business first? Or selling your wares to create a brand? Which one works best for small business?
- Even MORE Small Business Mastery readers speak out!
- How to turn hate mail into a profit center?
- The Lawyer’s ad that created a near lynch mob
- What to test… how to test… and why you MUST be testing
- And Much More!
Fellow business builder,
Today’s Small Business Mastery edition may ruffle some feathers and rouse the nasty in you… which is my point!
Before I go making you mad, I wanted to address some of the further comments that readers have been leaving. The whole lead generation series has definitely sparked some interest, and the questions/comments I am getting are exceptional.
(If you haven’t read those articles yet – have a look at them here: "How To Write Lead Generation Display Ads" and "Turning Your Leads Into Buyer".
Don wrote: Troy, I ran the following ads in a publication that always generates business for a home heating oil/burner service company. My intent was to create some name recognition and then splice in some sales props.
The publication loved the ad copy but my client thought they were a bit ridiculous and asked that the old style be done instead. My question is, do you agree that this type of name recognition campaign is a step in the right direction? And do you think it should be abandoned? I really want to differentiate this company from the competition.
The Ads:
"Be nice to your boiler, it’s the only one you have - spring tune-up please!" company name and number
"Top Techs Tune-Up Your Boiler" N&N
"Boiler broke or making smoke? There is hope!" N&N
"Happy Mother’s Day from your furnace - kept you warm all winter, tune me up please!" N&N
"Company Name finishes first in 24 hour service (we run every day)" N&N
"Holy smoke? Don’t wait, get a tune-up." N&N
Don, I prefer the opposite approach to what you are using here. Using sales tools that generates you leads and sales – which, in turn, creates name recognition amongst those who matter – paying customers.
I am not a big fan of branding as priority #1 for small business. I think it is much more economically viable (and profitable) to sell first – create a brand as a result.
To me… it makes more sense as a small business owner. I would rather bring in money from my ads first – than build my "image" and "brand recognition" as a goal – then hope it translates into sales. Unless you have a massive budget where measurable results are not that important, sales and profits before branding should be your focus. You can do this and brand yourself along the way.
[side note: usually if the publication loves the advertising – it is not a good thing. The most profitable ads typically break the mold they want their advertisers to follow… I prefer to stand out from the crowd, not fit in. And when they compliment your ads – it typically means you are running ads that are similar to the other advertisers approach. Try running an editorial style ad and see how much the publication loves your new ad – they may scream bloody murder! "Too wordy – not the way we do it – etc" But it would undoubtedly stand out and generate highly qualified leads and sales – the goal of any small business and their advertising.]
So running ads with an approach like:
Is Your Old Burner Giving You Grief? I’ll Buy You Dinner At __(local restaurant name here)___ just for letting me give you a quote – but only if you’re one of the next 10 people to call…
Or… Is Your Old Burner Putting Out More Smoke Than Heat? I’ll Buy You Dinner At __(local restaurant name here)___ just for letting me give you a quote – but only if you’re one of the next 10 people to call…
Or… Here is a classic Lennox long copy ad that could be modified
Or… They Laughed When I Told Them a New Burner Would Cost Them NOTHING… but when they SAW my results…
Don, I hope this gives you some new ideas to test. Again, testing is THE KEY. Try your old approach and measure the response (you must always find a way to measure if the ad is working!) – then test the new approach. Find what works best, then use that as your ‘control’ piece and try and improve on it.
Speaking of testing…
Tracey wrote in: You said: “As long as you are testing and measuring, you will know how well these approaches work for you – and when it is time to test out some new approaches.” What do you use or how do you track, test and measure?
Hi Tracey. You have hit on what I believe is the missing link to small business marketing success. Why more people don’t test, measure, and track their results astounds me! It need not be difficult. In fact, a few simple tools and some discipline by you and your staff will be all you need.
At a bare minimum… use a spreadsheet. Track every phone call, fax, or order that comes in. Make it standard policy to ask everyone where they heard of you from now on. AND WRITE IT DOWN. Then, try different phone numbers for yellow page ads, or space ads. Have your phone company set you up with additional lines. Note where each call comes from and which line it funnels through (there are automated tools to track phone calls as well). Run advertisements with different website URLs. Then forward those URLs through an ad tracker (Google has an excellent ad tracker for free – or use your online shopping cart ad tracker tool). You don’t need a new website – just an $8 web name that is forwarded through your ad tracker to your main website.
If you are running multiple campaigns and are growing faster than you ever imagined – it may be time to invest in some serious tools. Infusion CRM is a very well thought out software application that runs all of your database, your orders, your emails, your autoresponders, your tracking, your follow up – washes your car, sends flowers to your spouse, I hear rumor it even reads Doctor Seuss to your kids at night.
Seriously, it is an investment in time and money, but it may be the best thing you could invest in – ever.
The key is just to start though. A spreadsheet will work to get going – then you can move to an application like 1shoppingcart.com and ultimately to Infusion. You will be amazed to see where your numbers are at! The leads that come from the strangest of places – the systems you have that convert the most leads to sales – and the follow-up tools you use that actually keep them coming back with credit card in hand.
Make sure every single person who has contact with your clients understands that tracking is NOT an option – it is a requirement of their employment with you. It IS that important.
Glen has an interesting question and dilemma: Great articles Troy, I like the display ads. I am tied to the new home building bust in Florida. Our business is off by 60%, but why? Rates are low, cost are down, existing home prices are at lowest prices ever. What kind of advertising or outside the box ads can we do to stir things up and get things moving again? Keep up the good work! Glen
Hi Glen. Great question – how do you sell something when everyone is scared of buying it? Fear is a good and a bad thing. It’s good for selling something that helps them alleviate the fear – it’s bad if what you are selling is the thing they are fearful of – in this case – buying a home in a down market.
Think about this though. The masses are the fearful ones – which is what’s driving the prices down to rock bottom deals. Those who have the real money though, typically are not part of the masses. They are the affluent… the investors… those who buy when everyone else is selling. So what you may want to seriously think about is how to get to a highly targeted demographic of some of the wealthiest people in Florida. Or, alternatively, go after the affluent that do not live in Florida.
Why?
- They have money to invest
- They have money because they understand that going against the general population is the way to create wealth
- They have money because they buy when everyone else is selling
- They understand that we are not making more land and that property values may have taken a dive now – but they WILL go back up (and many of this demographic look to longer term investments)
If I were you – I would research the publications that your new affluent demographic is reading. Take a millionaire a week to lunch – pick their brains on what their thoughts are on the Florida market. Find out what they invest in – and why. Then take that advice – and incorporate it into your ads and direct mail campaigns.
Selling to the smallest part of the population in Florida may be the best and most profitable thing you can do. Your ads should flat out say that this is only for serious investors with a minimum net worth of ______. You should come up with some different names for a service you offer to the affluent (read some magazines targeted to the affluent to find some catchy words and phrases).
Then write your ads to this demographic only – forget about selling to the masses – they are scared of what you are selling – so move on to those who welcome rock bottom prices for something that is literally GUARANTEED to go up in value over time.
Makes sense to me… you?
Ok, enough of Mr. Nice Guy
Time to cheese a few people off.
The reason for this subject today? I opened my inbox today and, if I had AOL, I would have heard "YOU HAVE HATE MAIL."
‘Tis true.
Someone really, truly hates what I am doing and what I stand for in marketing my Wild West Wealth Summit. The interesting thing is that the person who sent this is a great guy. We have done marketing workshops together before. I have endorsed his events before, using positive tones. And he does know his stuff.
BUT, he and I are quite different on our views.
My view on small business is to make money and help people in the process. His view is to help people and *hopefully* make money as a side benefit. As mentioned, I have endorsed his things in the past and I asked him to do the same with the Wild West Wealth Summit. I never heard back – for months – until today.
I won’t reprint the entire email he sent out – just the pertinent parts…
I really, really hate to endorse this event. I’ve been avoiding it for like 3 months.
Partly because I’m very cautious about how often I endorse people to my list.
And he goes on…
You likely aren’t in business to ‘get rich’. You want to meet your needs and make a difference. Becoming a zillionaire likely holds little appeal for you. This workshop is about helping people to become rich.
You likely have questions and concerns about the global economy, capitalism etc. You’re likely to find a lot of pro-capitalist rara.
I doubt you’re going to see recycling bins.
Another caveat: Troy uses the "wild west" metaphor heavily in his marketing.
And I’m not a huge fan of the macho, ‘cowboy’, ‘gold rush’ frontier mentality. That’s putting it mildly. It disgusts me. 100 million Native Americans were killed in the process. The buffalo was wiped out. Much of the wealth created was done so on stolen land and on the backs of slave labour (not to mention the raping of the Earth for oil and precious metals).
I’m not a fan of the guns that appear on his sales letter.
The whole tone of the promotion rubs me the wrong way. We forget that the story of King Midas was meant as a cautionary tale about seeing every living thing as money.
I feel very uncomfortable endorsing workshops where the words “millionaire” and “massive wealth” are tossed around so loosely.
So, that’s my caveat.
But . . .
If you think you can keep your eye on the prize . . .
If a lot of mainstream, hardcore capitalist thinking won’t make you vomit …
If you’re looking to increase your cash-flow and attract more clients …
Then there honestly likely isn’t a better place to be.
The speakers are all really, really top notch. There likely won’t be another event like this in Calgary for a while.
And it’s filling fast.
He said his piece – and made sure he let his list know his stance (surprise, surprise – not one sign-up from his list).
He does say some nice things about me
– so it isn’t true hate mail…
but it certainly takes a hard stance…
and I LOVED IT!
To me, it says my stance is clear – this event is to help you MAKE MONEY.
Not save the world, or the environment, or the starving children in Africa (although I do give 10% to The Ronald McDonald House – for a very good reason – have a look at the page to see for yourself at the very end (affiliate link).
This event is focused on Small Business Growth and Profitability… period!
And that will not resonate with everyone – definitely not with this person and his type of client. Which is fine. It actually is a great thing.
You see, when you do your marketing…
You should seriously aim to piss off or alienate
at least one type of person or group!
If you don’t, you are obviously trying to be everything to everyone… and that makes for wimpy marketing.
From here on in, try and find ways to selectively target groups or niches that you do not want to buy your products. Write your ads and marketing campaigns so those groups understand that. This also applies to your competitors… make them ANGRY with you for having the gall to run such an advertisement!
For example, years ago I ran into a lawyer who understood this philosophy – and used it in his business. His specialty was divorce.
In his Yellow Page ads he ran a full page, text only, editorial style advertisement. This was mixed in with other divorce lawyers full page ads. His competitors’ ads were in color, with their nice photos, and their firm’s name at the top – the typical junk you see in the yellow pages.
His headline (if I recall it right): "WARNING: If You’re About To Call A Divorce Lawyer… READ THIS FIRST!"
Now, if you are going through a divorce and are looking for a lawyer… and you start flipping through the yellow pages… which one is going to get your attention?
The nice pretty picture ads?
Or the one that screams at you "IF YOU ARE ABOUT TO CALL ONE OF THESE GUYS – YOU HAD BETTER READ THIS FIRST!"?
Fairly obvious whose ads generate the most business – right?
His competitors are FURIOUS with him!
They call it unprofessional… they call him a salesman, not a lawyer… they won’t talk to him… but he is the one bringing in $15,000 a month from his yellow page ad alone!
There is really something big here for you if you think it through.
Who DON’T you want calling you to order?
What kind of client DON’T you want?
How do you want your competitors perceiving you?
What groups, associates, or types of people would you rather completely avoid your business?
Find those – then make sure you clearly point that out in your marketing. To avoid any legal implications, make sure you state who you do want as the emphasis and do not directly slam any one person or group.
But you can make your point, and make it easy for people to understand – and get the exact people you want to buy – sending the ones you don’t want off to their soap boxes to preach their hate about you and your cause (in the meanwhile – giving you free- albeit negative – but still free publicity).
Creating hate mail can be a very profitable stance in your business.
It is NEVER about being everything to everyone. It is ALL about selling to the perfect dream client – and sending all others away to your competitors who want to deal with them.
Being selective is the best thing you can and should be doing.
To your success,
Troy White
Editor, Small Business Mastery
Supplement to THE TOTAL PACKAGE
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A Final Note:
If you have specific subjects you would like addressed, or have any comments on what you have seen here, please submit a comment below and I will see how I can help.
Determine that the thing can and shall be done,
and then we shall find the way.
–Abraham Lincoln
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Comment by John C. A. Manley — June 6, 2007 @ 8:29 am
Just a thumbs up regarding your comments on branding for small businesses (or any business, really).
The problem with branding, even if you do pull it off, is that if there is no meaningful marketing behind it, the branding reflects NOTHING.
First comes the message, let the branding happen of it\’s own accord. Otherwise, it\’s just a a mild form or brainwashing in my opinion.
Just because a business knows how to throw money around, doesn\’t mean they deserve to use mine.
Anyways, a small business with even $100,000 startup is taking a big risk playing the image-game.
You might make it. But why take the risk when there is a better way?
Best to send sent intelligent, customer-orientated messages and offers. Speak to those most likely to buy. Track and improve.
John