BTW – If you don’t have a “swipe” file of marketing samples, you need one..

I was going through a book called “Ogilvy On Advertising” and samples of dozens direct mail campaigns that have proven the test of time. The bottom line here is that human nature is human nature, not much has changed there. The thing that has changed is all of the marketing vehicles that we have at our disposal.

So here was my discovery…

The same marketing headlines to catch attention, create interest and desire still work like clockwork. With all of the buzz about online marketing, Facebook, Twitter and the like we often lose sight of the basics. If you are trying to re-create the wheel each and every time you are missing out.

If you want a glimpse into how the “old school” marketers approached lead generation and marketing go pick up a copy of a book called “Scientific Advertising” by Claude Hopkins. After reading this book, you will realize that not much as changed.

On to my discovery…

Here’s what I am doing right now to generate leads like never before. First off, I am going back to leveraging Direct Mail. Postcards, letters, and good old fashion print newsletter. I am leveraging proven headlines and good old fashion curiosity.

But…

Instead of having them make a phone call. I am leading them to a web page to leverage video, email opt-in, and leveraging technology to follow-up on a regular basis.

If you are not leveraging offline marketing as part of your overall marketing strategy you are missing out big time. Especially if you are a local business.

Get out there and be interesting. Merge both offline and print with the power and efficiencies of online marketing and you have yourself a winning strategy.

The key here is strategy before tactics. I know I have said this many times, but get clear this year about who you are marketing to and get after it.

Let’s make 2011 our best year yet!

~Matt

I’d like to add something extra to the promotion: support your local small business, not only on Nov. 27, but throughout the holiday shopping season. When you shop locally with Seattle area businesses, your dollars go to work in your town;  not only for jobs and business owners in the greater Seattle area, but in many cities, your local sales tax helps support essential local services such as transit, emergency services or business development. So shop small and local – and keep your money in your community!

Come on folks. Let’s support our local Seattle area businesses in a big way this Holiday season and BOYCOTT this recession. Oh wait, the recession is over right! Damn right it is.

Well, as much as I hate to admit it…It happened again. I started the year with a well laid out marketing plan, a good strategy, and a solid list of tactics. Just as I coach and consult my clients.

Then it happened…

I started seeing some success with the strategy, engaged with a few clients, and here we go riding that “wave” again. Two months fly by and I’m sitting here revisiting my marketing plan and berating myself for not following my own advice.

I’ve delayed several core strategies and tactics that started seeing some initial success. As much as I am beating myself up, I see this with my clients all of the time. They start getting a little momentum, and a small road block hits.

They incur a small failure and the train comes right off the tracks. They stop working on their marketing. The guilt sets in and they move on to other pastures in their business.

I can say I haven’t given up, but it is time to reset. Enough berating for now.

Here’s what I am doing:

1) Re-visiting my initial business and marketing goals and revising them for the last two months of year.

2) Re-assessing the reality of what I can accomplish in the next 2-3 months.

3) Getting my core strategies and tactics back on track. Blogging, writing, etc..

As frustrating as it is, it is more important to not beat yourself up and just keep trucking on. Keep laying down your marketing system one brick at a time.

I wish I was my own model student.

Back to work…

To your success,

Matt

Here is a quick quiz:

1) Do your marketing campaigns typically have one step?

2) Do you frequently move from one marketing tactic to another?

3) Do you frequently wonder why that email, postcard, or fax blast didn’t produce any results?

If so, you might be a promoter. There is a big difference between the two. Here’s why…

Your prospects are bombarded daily with marketing and advertising messages. Me too promotional sales and one shot pony campaigns don’t work, and they don’t generate results.

Educating your prospects, taking the long term view of cultivating a relationship and truly differentiating yourself is critical. Especially with social network and the ADD induced state most of your prospects find themselves in…

They can’t pay attention to the road while texting, let alone long enough to pay attention to your one time promotion…

It isn’t quite as easy building a true marketing strategy, but well worth the results.

You have a choice. Build a proven marketing system that works, or continue being a promoter wondering why you can’t generate more revenue for your small business.

Sometimes a little straight talk is called for…:)

To your success,

Matt

Did you say zero? Almost…

The worst number in business is the number 1. Here’s why…

If you are dependent on ONE source of leads for your business, you are already in trouble. I don’t care if it is referrals, pay per click (PPC), direct mail, or email marketing. Relying on a one source is dangerous, especially in this new economy.

Smart small business owners are realizing that the convergence of offline and online marketing is the WAY to build a marketing system to generate leads on a regular basis. More importantly, having the peace of mind that if they lose one lead or revenue source, they can keep trucking along.

Here’s how you can start moving your business in the right direction today:

1) Grab a piece of paper and write down all of the way leads and prospects come into your business today.

2) Highlight which of those sources produce the most results for you now. Ask yourself, “Does my business depend on one source for leads and new business?”. If so, move to step 3.

3) If you are in fact dependent on one referral partner, one lead source, or one tactic you need more sources. From the list you created, start outlining a list of more ways you could cost effectively generate leads for your business.

4) Create a plan. Now, grab that calendar and I want you to focus on building one lead generation tactic each month. If it takes 2 months, don’t worry about it. Just keep adding to your system, one layer at a time…

5) Pat yourself on the back. I know, it sounds corny but most business owners don’t get to step #2.

I guarantee if you take the five steps above, your business will be better off for it. More importantly, you will be generating more leads and business than ever before. As you know, it doesn’t happen overnight.

Through patience and persistence you will have a marketing system you can rely on, even in this economy.

To your success,

Matt

Watch this video as Malcolm Gladwell discusses differentiation. This has many applications for your small business.

Enjoy,

Matt

Quite honestly, it is so good I need to use it more myself and make it a habitual response to a question many small business owners get on a daily or weekly basis.

Especially those of us that are heavy networkers.

Here it is…How many times does someone ask, “How are you?”, or “How is business?”. Quite often I imagine…

How often to you (or I) respond with “Great!”, or “Good”? Too often…

So here’s the small tweak, the one sentence that I have found first hand will generate more leads for your business.

Instead of responding with a simple “Great”, say this:

“Business is very good, but I am always looking for more clients who need <insert your product or service here>…”

Then, have the cards ready or better yet a referral card for them to hand out.

Very simple, Extremely effective.

Let’s make this a habit together.

To your success and prosperity,

Matt

As I coach small businesses, many folks stumble trying to come up with what makes them different. They often state that all of their competitors offer the exact same thing. In fact in many cases, businesses just flat copy the marketing from their competitor and change the name of the product or service.

Or even more insane, they start with the price from their competitor then mark it down 10% or more and call it a strategy.CRAZY! I won’t rant too much on this, but many businesses don’t even understand their true cost prior to making this decision…Don’t do it!

Remember, there is always someone out there willing to out of business faster than you. Just don’t let it be YOU…Price isn’t the game you want to play. I know this is easy to say, but I am going to give you a different perspective on providing your product or service, then use that as your USP.

I want you to go through a really quick exercise and write down all of those things that make doing business with you unique. But instead of focusing on price, product, features, or benefits, I want you to focus on your process.

Keep in mind that as you think through this process, you may find gaps. No problem, just write them down.

Start with the first interaction with your prospect during your sales process, then continue through the FIRST interaction with your client, then on to the experience with you after you have just finished the transaction. I want you to get really detailed here.

Pay special attention to all of the details you create as an “experience”. Think about the experience from your prospects perspective. Then look at how you engage with your customers while you are doing business with them.

If you are a carpet cleaner, this might be as small as putting booties over your feet. Or, if you are a Realtor providing a moving truck at no cost to move your customer into their new house.

In my opinion, you can create an experience that is so excellent that your customers will be raving about the “experience” you created. The small things you did as part of your operations process that made doing business with you easier. See how powerful this is?

So here’s your homework…

If you don’t have a process that creates a “Wow” experience for your customers, create one. Start right now and create a simple list of processes you could add one at a time to create this experience. AFter you put them in place, make sure you leverage this in your marketing. Leverage testimonials, and get the word out there that you are DIFFERENT and UNIQUE because your process is different.

If you have to, go experience your competitors service or product then make yours better.

If you are committed to this, you will have an advantage and by the way…

A USP, a true differentiator, and a reason to NOT focus on price and instead focus on the value you are providing for your customers.

To Your Success and Prosperity,

Matt

This single strategy (if executed correctly) has put $100,000′s of dollars in my clients pockets.

So pay attention here…

Most all businesses I work with have what I like to call “power partners” that they are either working with now or can identify very quickly with a 30-60 minute exercise.

The key here is to get real clear about who your “power partners” are in your local or online markets. After you are clear, it will be much easier to identify the “Elephants” to target directly for joint venture opportunities or referrals.

Let’s walk through three (3) steps to identify your the “Elephants” you can ride all of the way to more revenue and profits for your business.

Step 1 – Get Clear, Identify your Power Partners.

Set aside 30-60 minutes and go through this exercise. It is important that you get clear on potential partners, and also industries that align well with your business.

Start writing down Industries that can potentially refer you business, then make another list of businesses that you can refer business TO. Remember, the whole goal here is to create VALUE for the Elephant first. In order to find that one “Elephant” you need to be clear on what industry they exist in first.

Ok good, we have our list and we can move on to step number 2…

Step 2 – Create The List

This step takes a little more research. But hey, we are talking about growing your business here. This might take you 3-4 hours initially but well worth the effort.

Take your list, pull open your web browser and start searching for businesses in your city, state, or region that are potential partners in the key industries that you identified in step 1. Try to focus on the top 3-5 largest in your area. Dig deep here and try to find key contact information for each organization. You may have to call to ask for the person responsible for referrals. One strategy I have used is call a business and say, “If I wanted to refer business to your company, who would I need to call?”.

See what we are doing here…? We are creating value first, then building a relationship..

An example would be a house painter. I might build a list of contractors, plumbers, electricians, and basically any other trade that might reach my potential prospect.

Step 3 – The “Magic” Bullet

Ok, so here’s where the real magic happens…

For each contact, you want to write a quick letter and email to introduce yourself, then follow-up with a few key questions to open the conversation. This is very powerful!

1) I am looking for a partner to refer business to in the <Profession> industry in my area. Who is your ideal client?

2) What is the best way to refer you business?

If you want a sample email I use, click here to email me and I will send it over to you.

Just like any marketing system, it may take several contacts to get in touch with the right person. With a little sweat and persistence you will find the Elephant in your market. All you need is one, that’s it!

Now get out there and take some action. The tip I gave you today is enough to grow many small businesses by 10%+ if you do something with it…That is always the key, you have to take the action.

Go Target, Attack, and Profit!

~Matt

I think giving referrals is as important as receiving them. If you are looking for a landscaper in the Seattle area, I highly recommend you call Bob.

Visit Bob’s website for Lovins Landscaping at http://www.lovinslandscapeinc.com

httpv://www.youtube.com/watch?v=jiCDv6Ak9dY