Small Business Growth Strategies Your Marketing Blueprint For Success In 2007
For entrepreneurs who need quick results
from a tight budget
Your Marketing Blueprint for Success in 2007
in this issue:
- Learning how to make 2 + 2 equal 8
- 3 ready-for-you templates you can use to improve your cash flow
- 'Upping the ante' when you run new marketing campaigns
- Simple success strategies from 6 year olds
- And Much More!
Fellow Small Business Builder,
This week we build on the marketing blue print we started in last week's article on Small Business Growth Strategies.
Step 3: No matter what you call them… joint ventures, strategic alliances, endorsements or partners… they are really about “leverage.”
They’re all about you leveraging…
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other people’s databases
-
other people’s relationships
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other people’s products
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other people’s expertise
and of course…
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your databases
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your relationships
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your products
-
your expertise
As you well know – it is not a simple task starting and building a business from the ground up: All the capital you invest, knowledge you build, marketing and advertising systems you test, databases you add to… and products you provide to your paying customers.
An immense amount or time went into all of this.
It did for all other business owners too.
Go back to your ideal client list. To do that exercise, we created a list of other products and services that our ideal clients buy.
Write that list out – then next to it write down the names of those you know who provide those products or services.
For example…
| Ideal Client buys: | Contact Name: |
| dry cleaner | Henry’s Cleaning |
| massage | Shen-Om |
| martial arts | Yu’s TKD |
| chiropractor | Dr. Collin Watson |
| restaurants | Parthenon |
| book stores | McNally |
| financial planner | CWM |
| business coach | PGC |
If this was your list, you now have potentially 16 new deals to work on here. There are only 8 businesses and names, but there are 2 potential ways to work a joint venture.
- You endorse them to your list for a cut of the action
- They endorse you to their list for a cut of the action
Remember, your clients (and theirs) are already out there buying these products and services – you can either let them buy elsewhere – or you can keep the relationship building and have them buy either from you or from a personal recommendation.
In a nutshell, you are going to start forming alliances with other businesses where you endorse one another to each others lists.
At first, this may seem complicated, or dangerous. Why would you share your customer list with someone else?
Well, you don’t actually have to share your list… you can be the one sending out the endorsement for someone else to your own list – you can take the orders direct and then only pass on the order information to your alliance partner.
Or they can endorse you to their list and they manage all the names, orders, etc.
No one has to see the other persons list – only the names of those who actually buy from the offer.
One of the keys to this is to be very picky with who you partner with. They MUST be high quality providers. If you are sending your clients to them – you had better be confident in their ability to fulfill their end of the bargain. You should buy from them before (as a mystery buyer, so they don’t know it is you – have someone else use their credit card info etc). See how they answer their phones – take your order – deliver your order – follow up with you etc.
Make sure you are comfortable with their entire inner-workings.
The other thing you should be watching for is how they treat their own database. Very few business owners get this. They either don’t collect customer names into a centralized database (along with buying history) or they have a database that they never mail to.
This is just a fact.
But there are always a few that do keep a database and do mail to them, at least every once in a while.
Those are the ones you need to find – and then secretly plan on how you will partner with them.
Once you find them, then you need to convince them to do a joint venture, because, again, there are very few people that would understand what a joint venture is, or have ever done one before.
…They need to understand that their customers DO want to hear from them on a regular basis – show them proof.
…Then they need to understand that you are a non-competitive business with them, so there is no worry you could steal their clients from them.
…Then they need to understand their clients DO buy other products and services every single day of the year… and that they can have a piece of the action with the right system in place.
…Then they need to understand that this whole joint venture process does not have to be difficult or scary. A simple letter mailed out to either your database or theirs, one of you endorsing the other, is a simplified version of what happens.
A letter something like….
LETTER # 1
Dear (name of customer),
For the last several years (or months) I have been using the services of (name of partner), a local (profession). He has helped me with my _____ and has done a very professional job.
In fact, just one thing he did, __________, outperformed any and every other method I tried before and I can honestly say that it directly contributed to me being able to __________.
After conversing with him, he agreed to extend to you a very special offer.
(name) is willing to offer you a chance to try his service/product out AND you will receive the following one-time special offer:
- Details on offer, bonuses, try-before-you-buy, extended pricing, etc
Now, this is an extremely generous offer (wish he had offered it to me back when I first started using his service!)…
…I hope you see the value in what he can do for you.
All you need to do right now to take him up on this special offer is call him at xxx.xxx.xxxx or e-mail him at name@name.com . Mention my name and this letter (otherwise you will not receive the additional bonuses mentioned above).
I hope this will prove to be beneficial to you. I’m always happy to help my good clients find quality providers and exceptional deals like this one. Once again, I really do appreciate your business with me.
Sincerely yours,
(your name)
PS: He has agreed to do this as a one-time offer… please take him up on this as you will never be able to find an offering quite like what he is offering here. Enjoy.
LETTER #2 (this one was recently used to sell 11,000 books in a 2 week period)
Dear (name)
There are those who deliver on their promises – and those unfortunately who don’t.
The person I am about to introduce you to is one of the most successful, giving and caring people I know.
And he delivers.
In the field of self-help and motivation, you have tons of choices in books, audios, seminars and coaches.
Sadly, quite a few people who gladly will sell you their materials do not practice what they preach. They tell you to do things in your life that they would never personally do themselves. They have great success stories to share – but when you dig deep it is very apparent the truth has been bent.
So, as you well know, I am very careful on who I recommend.
But _______________ is the REAL DEAL… and I highly recommend you read this entire letter and take action on what I suggest.
(name) runs (business name), which is growing at 50% per year and is a multi-million dollar business.
(name) is continually seeking out the best tools and information for both himself and his clients.
So when (name) came to me and announced the title of his newest book, ________, I had to read it.
I absolutely loved it!
These are the real techniques that (name) uses to create a happy, healthy, and wealthy lifestyle he lives now.
These are the best of the best techniques that work for anyone who puts them to work.
(book) is a book that you must read… and you must order today.
(name) is making his new book a best seller on Amazon today and I am asking for your help on (name)’s behalf.
Please visit this page www.[name].com right now – see everything that is offered for free – and take the action asked of you.
Why? Because the bonuses themselves are incredible. But the real meat is in (book name)
From the _______________________… this book will change the way you run your life.
Again, it is rare I endorse someone so strongly, but (name) is one of the best you could ever learn from.
Help (name) out today, and you also will reap the rewards.
www.[name].com
I strongly recommend this book, it has revolutionized my thinking about how I attract happiness and success into my life.
There is even one very unique bonus that I know for a fact will never be offered again.
www.[name].com
Best regards,
<ENTER YOUR SIGNATURE INFO HERE>
LETTER #3 (an alternative on Letter #2)
We all dream of financial freedom. Some people dream of massive wealth… others just want to be free of money burdens.
For others, money is not the issue – rather it is health and happiness that are much more important.
Whatever your reason is, you can recreate your destiny.
I am about to share with you a person and a resource that will put you well on your way.
The person I am about to introduce you to is one of the most successful, giving and caring people I know.
As you well know, I am very careful on who I recommend.
But (name) is the REAL DEAL… and I highly recommend you read this entire letter and take action on what I suggest.
(name) runs (business name), which is growing at 50% per year and is a multi-million dollar business.
(name) is continually seeking out the best tools and information for both himself and his clients.
So when (name) came to me and announced the title of his newest book, (book name), I had to read it.
I absolutely loved it!
These are the real techniques that (name) uses to create a happy, healthy, and wealthy lifestyle he lives now.
These are the best of the best techniques that work for anyone who puts them to work.
(book name) is a book that you must read… and you must order today.
(name) is making his new book a best seller on Amazon today and I am asking for your help on (name)’s behalf.
Please visit this page www.[name].com right now – see everything that is offered for free – and take the action asked of you.
Why? Because the bonuses themselves are incredible. But the real meat is in (book name)
From ________________________… this book will change the way you run your life.
Again, it is rare I endorse someone so strongly, but (name) is one of the best you could ever learn from.
Help (name) out today, and you also will reap the rewards.
www.[name].com
I strongly recommend this book, it has revolutionized my thinking about how I attract happiness and success into my life.
There is even one very unique bonus that I know for a fact will never be offered again.
www.[name].com
Best regards,
<ENTER YOUR SIGNATURE INFO HERE>
IMPORTANT:
When you do a special offer and endorsement – make the offer something that people cannot get any other place. Include special bonuses – special pricing – extended warranties – anything you can do to make the offer stand out as a one-time-only offer.
How do you split the profits? In order for this to work, it must be a win-win arrangement. I would recommend you go 50/50 split on profits made on the deal. So if it is your product being sold to their list – share with them right up front (honestly) what your profit margin is and offer to split the profits made 50/50 with them. You can make it more or less – but this number is high enough to get peoples attention – and make it worth their while to do. (do the math! 100 products sold @ a $200 profit margin works out to $20,000 profit – split 2 ways is $10,000 for each of you! Now, is that worth a little time to put this together? I would hope you see the power here)
If you want to really ramp this up and make it easily trackable through the Internet – with all your statistics available including number of clicks – number of sales – etc…. find a high powered shopping cart system like 1shoppingcart or infusion. They are both extremely powerful (I use one of them to manage 10,000 contacts and numerous products and advertisements). It can handle your shopping cart, ordering details, database management, autoresponders, ad tracking, follow-up campaigns, newsletters, broadcast e-mails, product launches, coupons, etc) HIGHLY RECOMMENDED!
Rest assured, this system DOES work.
It has made my clients millions of dollars in a very short period of time. It has created best selling authors in a matter of days. It has launched new products with a massive cash surge coming in the door the first 7 days of the launch. It has booked up professional service providers for years on end… the potential with a joint venture is HUGE.
Remember, they (your clients – or your JV partner’s clients) have probably never seen an endorsement letter. When you tell them you endorse _____ as the best in the business – they WILL pay attention and are much more likely to buy through your endorsement than they would have if they had received a pitch direct from your partner without the endorsement… wouldn’t you?
BUT, as with everything we have gone through in this business blueprint… it WON’T work if you don’t do anything with the information or techniques.
Try one small joint venture – just to test the waters.
Then move on to something bigger, then bigger.
Soon, you will find that one joint venture can produce more cash for you than a typical month in business.
Don’t over do them though – or the effectiveness will wear off. Once a month is ample. That is once a month IN ADDITION to your own regular newsletter and mailout you send.
The more you communicate with your clients – the closer they will get to you and the more they will buy.
It’s a fact you cannot dispute.
Everyone tries – because it goes against what everyone else does. Which is why so many businesses fail. They don’t communicate enough with their clients.
Another “tweak” to this model… the bonus factor.
Have partners give you bonuses to give out as a bundle when people buy your product or service. And you give out extra bonuses to them to give with a bundle purchase. The key is to make sure your marketing info is all over the bonus you give.
This also is a very powerful way to make it a one-time-only offer. Add on the bonuses – and make sure people know that they will NEVER find this offer anywhere else – other than through this special mailer.
You don't need any money though to get bonuses. Find people with e-books, digital audios, coupons or anything else digital that is remotely connected to your niche (anything the typical buyers of your book would also find interesting).
Approach the owners of the bonus products you would like. Offer to help them grow their own database in trade for the bonus book.
When someone buys your book you send them a link to your bonus provider's sign-up page. The buyer of the book enters their name and e-mail into the bonus provider's opt-in form - once they do, they can then collect the bonus.
They benefit by getting names and e-mails from anyone who wants the bonus PLUS they get their books or audios in front of more people (hopefully they mention their other products and services in the book or audio).
YOU benefit by increasing the value of your book with additional bonus books.
This is a win/win/win agreement for you, the bonus provider AND the client (who gets more goodies for the same price).
This is the foundation for the model I have used to put at least 7 or 8 people on the Amazon best seller list now.
It works - it costs nothing (other than some work on your behalf) - and it WILL increase your sales.
If you are struggling with this, please let me know. This, by far, is the most powerful way to add fast sales and new clients.
The method is solid – all it takes is some leg work on your part… a good solid letter (let me know if you need help) and the right offer and partner lined up.
It CAN make you a fortune – and your clients will appreciate your referral.
BOOK REVIEW
Are you dramatically different?
One of the best books you will ever discover to help you grow your business is Doug Hall's "Jump Start Your Business Brain". It is an underground classic that is absolutely wonderful advice - it is the book that helped me break free of mediocrity into a life I absolutely love.
One of his biggest points in the book is how you can create a company that is dramatically different than any, and every, competitor in your marketplace.
It doesn't sound easy at first.
Honestly, how many hairdressers or dry cleaners or grocery stores are there in your city that are DRAMATICALLY different?
Few and far between.
In fact, it appears to me that most business owners lose all sense of creativity when they start their business.
The typical process they go through?
Look at what all their competitors do, where they advertise, the types of advertisements they run, the marketing materials they use, the web sites they have… and then they
COPY everyone else.
Open your yellow pages for proof… in house painting or carpet cleaning… what is DRAMATICALLY different? Or any section for that matter.
How do you create a dramatic difference in your business?
And why should this be considered important?
First, having a dramatic difference gives you a 353% better chance of succeeding (based on thousands of business success stories being ran through a computer model Doug Hall invented). That alone should be enough.
So - tripling your odds of making your business the leader in your industry is all you need to know at this point.
NOTE: 80% of copycats end up failing in their business – so this is very important.
Now, let's get into how to create your own dramatic difference.
1) list out all your biggest benefits you provide right now. If you struggle with this - list out all your features on the left side of the page then the benefit of that on the right.
2) list out your competitors biggest benefits as well – same method.
3) cross out the benefits on your list that are the same as your competitors.
(great service is not a benefit - everyone says that - unless you do something different with your service offerings)
4) is there anything left over? If so, you have the start of a dramatic difference. If no, you need to get real serious about this. If your customers can't tell the difference between you and your competitors you are in trouble (and they judge this by this same process - which appears to be different or better?)
5) Can you create a dramatic difference from this so far?
Can you answer - "<your company name> is the first to offer _________ in this industry" or "What makes <your company> different is that we are the only company out there that offers _________"?
Write out 5 answers to each of those.
Does it SHINE?
Or does it suck?
If your statement doesn't leap off the page as a big breakthrough - keep working on it. What could make your difference 10 TIMES greater than all your competitors?
With so many daily distractions in front of your potential customers - you have to create a MASSIVE difference in their eyes.
What would make them stop everything they are doing to visit your store, read your ad, or answer your letter to them?
Find a way to become dramatically different and you will succeed. Probably the best way to find your own dramatic difference is to look at what your competitors are doing - and do the opposite! And the easiest way to do the opposite is to look at OTHER industries to see what they do differently than you do - THEN find a way to use their difference in your own business.
- If you paint houses - copy the service ideas behind cleaning companies, window cleaners, tree trimmers.
- If you run an accounting firm - copy the service ideas behind printing companies, marketing consultants, house painters, car detailers.
- If you run an information product business - copy the service ideas behind luxury property rentals, artists, paving companies, fence builders, moving companies or pizza delivery companies.
YES - these are completely off-the-wall, unbelievably abstract ideas.
That's the point!
Find out what works best in other industries (stands out as the most bizarre way to do business in your own industry) - and copy that idea. Try it out for a few months and see how people respond.
You will be pleasantly surprised.
Top 10 Lessons for Small Business Success
As learned from my Twin 6 year old daughters
Small business success is very similar to learning to walk, talk and spell. The basics have to be understood before moving on to the next step. I am blessed to have twin 6 year old girls in my life, and am amazed constantly how much I learn from them on a daily basis. As I watch them run around, and explore, I find myself realizing just how much my observations apply to being successful and happy in life and in business.
So take heart in the following tips – they may come from little people but they have the power of giants. To your happiness and your success!
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No matter how small you are you can change lots of lives - your goal for starting your business should be to change lives in one way or another. Remember this in everything you do - how can I change my customers lives?
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Climb that wall - no matter how big the wall is - persistence pays off in the end. Never give up on your dreams and keep on trying.
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Times when you appear small and frail are when you can surprise everyone with your hidden strengths. Everyone in business pays attention to what the big boys are doing and how they became successful. What they miss though is the small businesses that quietly make substantial profits every year. These companies go about their business quietly and draw attention from the customers - not the competition.
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Act like a silly goof whenever and wherever you want – people will never forget you - and that is what every business owner should dream of - sticking in everyone’s mind.
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Remember to share – People can get very protective of what they learn and how they achieve success. When you have something of value that would benefit others – share! IT will come back to you one hundred fold . You do have your rights also - protect what is not to be shared and make sure others know it is yours and yours only.
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Run naked every once in a while. Well ok, you don’t have to be naked but run – have fun, be free and try to be a kid again. Having kids gives you that chance again and it is incredible to relive the fun that you used to have – when you weren’t so serious about life and business.
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Lay back on the grass and watch the clouds go by whenever you have a chance. Reflection and relaxation can be one of the most powerful combinations that you can ask for in your personal and business success – use it!
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Put on a fancy hat - dress up for the day. Nothing can make you feel like a new person more than a complete change in clothing. Wear something you usually would not wear – or something you have always wanted to wear but were afraid to. In business this one little point can make you stand out from all of the rest. Wear a tacky tie, or a purple shirt, or a new hat every day – your customers will never forget you.
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Silence is not always a good thing. Usually it means something big is brewing and trouble is near. If you find too many of your competitors are quiet or your clients are quieter than usual – figure out why! Something serious could be happening out there and you better find out what it is.
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Find some sand and let your toes dig in. Sand has an amazing soothing quality to it. If you do not have sand near your house or business – go buy a bag of sand at your local garden center and put it in a small box you can dip your feet in. Try this when you are working on a tough problem – new ideas will pop into your head in no time.
A Final Note:
If you have specific subjects you would like addressed, or have any comments on what you have seen here, please send me a message and I will see how I can help.
Next week:
56 Key Profit Growing Lessons I Learned from The Marketing Masters
To your success,
Troy White
Editor, Small Business Mastery
Supplement to THE TOTAL PACKAGE™
“Half of life is luck; the other half is discipline—and that’s the important half, for without discipline you wouldn’t know what to do with luck.”
—Carl Zuckmayer
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Join the Discussion!
Let us know what you think. Or ask us anything. Or offer your own sage advice.
The only rule: RESPECT THIS HOUSE! Postings that contain abusive language and/or personal attacks will be cheerfully VAPORIZED. One cross word and – POOF! – your well-thought-out post will be gone in a puff of smoke.
– Clayton
Comment by Paul Stackpole — April 17, 2007 @ 1:02 pm
Good ideas; different from what everyone else is publishing. This is not easy in a crowded field
Comment by annette — April 17, 2007 @ 1:08 pm
Nothing seams to come to mind
everything is Still a blurr I am still swirlling with the
tons I have accumulated to date… Thanks aka
Comment by David — April 17, 2007 @ 1:56 pm
Hi…
Good article.
Would you insert The Unique Selling Proposition (USP)into your joint venture letters?
Thank you.
Have a good day.
Dave
Comment by Troy White — April 17, 2007 @ 2:35 pm
Great question Dave. Once you have a solid USP - one that no one else in your industry would dare try and use themselves - then use it in every single piece of marketing you send out.
From your letters to your business cards - a solid usp is one of the keys to standing out from the crowd and making your offer the one they buy from.
That said, a usp takes time - and lots of pen to paper to find a good one. Once you have it though - milk it!
Troy
Comment by Donna Kaluzniak — April 17, 2007 @ 3:59 pm
Clayton, I just started listening to your \”Confessions of the Info-Marketing Superstars.\” I plan to write some books and publications related to my field of expertise (environmental - water), but I\’m having trouble finding out what people would be interested in. If you could add that to your list of articles it would be helpful. Thanks, Donna
Comment by Denise — April 17, 2007 @ 4:42 pm
I\’d love to have an article on how to write a JV for insurance. What is a compatible company to make this offer through and how can one be unique in insurance?
Thanks.