This Is Your Sixth Marketing Lesson
with Mike Marchev
"Marketing Communications"
This lesson is a bit lengthy but worth your time reading every point.
Here are 15 Marketing Mistakes you need to eliminate from your daily program.
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1. You don't know to whom you are marketing.
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It is too easy to fall into the trap of simply hanging your shingle that reads "Open For Business." Yes. Selling is a numbers game. Yes. There are millions of people who want
and/or need your services. Yes. No matter what you do, some mud will stick now and then if you sling enough of it resulting in a few new business transactions.
But if you don't have all the time in the world, then it is far more prudent to focus on a tightly specified area of interest. Quite frankly, I don't care what this focus involves or who it involves. I am simply reminding you that the tighter your focus, the more successful you will be in the long run. Know whom you want to do business with.
Harley bikers? Bus groups for seasoned people? School trips?
Golf outings? Sporting events? Small businesses? Large businesses?
Trips to Italy? Cruises? Home-based businesses? Owners of
one-eyed dogs? There are only four hundred million examples
I could use. If you want a lesson in reality as it relates to interest groups, take a field trip to your local Barnes & Noble book emporium and walk the magazine rack.
There is a magazine for virtually every hobby, trend or whim in the universe.... and there are hundreds of them.... and more on the way.
As our planet continues to fill up with people, they tend to hang with people who exhibit similar tastes.
These are the groups I am asking you to identify. Once you know who you are going to market to, your life becomes instantly more enjoyable. You will find that this is easier said than done. Most worthwhile things are.
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2. You don't know why your customers buy.
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Let's use an example to "drive" this point home.
If I asked you what attributes you look for when shopping for an automobile, you would give me your buying criteria on the matter. These are your personal feelings as they relate to you - specifically. If I asked someone else what it is they look for when they shop for a car, chances are they would give me an entirely new set of "needs."
You may say "style". While others might say "speed”. Another might be looking for "gas economy". Another - "price". Another - "the sound system". (Don't laugh at this one. I once sold a car entirely based on the speakers strategically positioned behind the rear seats.)
I think you get the idea. What you think from this day forward does not matter. What your prospects think is the only thing that does matter. Therefore, you must get into the habit of asking them what is on their mind.
Once you get this, you will be in for lots of new business.
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Mistake #3. You are not client centered.
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Most customers are getting tired of hearing companies chant the "CUSTOMER SERVICE MANTRA". Based on my experiences in the marketplace, chances are pretty good that most companies are full of baloney. There are a great number of organizations out there who still don't know how to spell customer service, no less how to deliver it on a regular and consistent basis. DAMN FEW!
Allow me to clarify.
You might be good at it --- servicing your clients ---Now and then, when you feel like it.
But how often is that? Based on my experiences.... not often enough.
Customer service has nothing to do with "smile training" or reminding me to "have a nice day". It is all about knowing which side of the bread the butter goes on and who makes your job possible.
It is coming to work living and breathing the fact that without paying customers you could stay in bed all day long with little consequence.
When a customer says jump, you say "how high?" When a customer wants "2", you deliver "2x2". Get it?
If you wake up in the morning and the first thing out of your mouth does not sound like the noise "customer", then you have some work to do.
I am often asked, "Mike, is the customer always right?" Of course not. The customer is often dead wrong. But, the customer always, always, always is the customer. Until you decide otherwise.
Now, if you don't particularly care about the customer, you can be right. Go ahead. Be right. Otherwise, work with the feelings and thoughts and buying habits of the customer. Until you hear otherwise, customers still make the world spin on its axis.
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Mistake # 4. You have no marketing plan.
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I don't want you to jump ship on this one. Very few people in business today have a marketing plan. Most well-intentioned folks have a "wing-it" plan. They have a "we try harder" plan. They have a "I'm a nice person so I deserve success" plan, and they all call them Marketing Plans. No such luck!
The reason they don't have a plan is because in order to have a marketing plan, they must know what "marketing" is ... or means ... and how it works. They don't.
This does not make them bad people. It does make them struggling people in need for some degree of direction.
Here is a brief overview for interested people only:
Okay. School is out for now. In review:
1. We covered marketing mistakes 3 & 4.
2. We discussed how to position the Success Letter.
This information alone is enough to keep you busy for the next year and a half. But if you want more, you are entitled to more.
Before Lesson #3 arrives, I suggest that you print Lesson #2 out and share it with your staff.
Stay tuned for Lesson #3 which will be arriving the day after tomorrow.
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May I suggest that you print this email out and give each member of your team a copy. You can use it as a basis for discussion at your next sales meeting.
What? You don't have sales meetings! Start having them every Monday morning. For 15 - 20 minutes. Every Monday. Without fail. Your business will grow as a result and employee morale will only go "south" for a maximum of 7 days. You can use each of these 5 lessons as a point for discussion.
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Mistake # 5. You are not persistent.
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The Rule of 7 comes to mind whenever I talk about "persistence".
The Rule of 7 states: To make an impact in a strangers mind, you must contact them a minimum of seven times in each 18-month period. Most people quit or give up after the first rejection. A majority of those remaining quit after try #2. 7 (seven contacts) is the secret.
There really is nothing magical about the number seven but you don't want to become a nuisance. By airing out your contacts over time you eliminate much of the chance of "bugging" people. i.e. the 18 month time frame.
As long as you contact them with information they consider to be useful, you have little to fear of overdoing your welcome. The secret is to "keep on keeping on". Preferably, with good, solid, meaningful information that is relevant to your prospects. A popular way of keeping your name in front of your targeted audience is by clipping a meaningful article from a newspaper or magazine and stapling it to your business card. Period. (Oh yeh, and then sending it to somebody.)
You can send a simple, one-page letter that contains a column or two of easy-to-read "news". This is affectionately known as a "newsletter". Mine is different from your graphically correct,
four-color beauties. Mine consists of a letter with some news in it. (How clever am I?)
Whatever you decide to do, it is most important that you don't become a hit-and-run artist. This is what becomes of most would-be marketers. They start strong and fade fast. You need to select a process, or a system, and stay with it week after week, month after month, year after year. That is where we get the reputation for PERSISTENCE.
You can also send postcards. More on this in a minute.
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Mistake #6. You expect the prospect to do too much work.
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Let's get this clear once and for all. It is your business. It is your life. It is your future.
You have yours and I have mine. Others have theirs. And very seldom do the twains meet.
If you want to do or accomplish something, (anything), it is entirely up to you. If you want to speak to me, and you call me and leave a message, it is not my responsibility to call you back. You wanted to talk to me, remember. You must keep on calling until you accomplish your goal.
Don't expect me to care about you or your problems. I have enough of my own thank you very much. If you want to succeed in this or any other business, decide what it is that YOU must do ......and then do it.
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Mistake #7. You don't go for the jugular.
"If he wanted to do business with me, he would call me."
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BALONEY! Think of it this way. You are a professional. If you don't ask me to do business with you, you are an AMATEUR.
Now the choice is yours. Are you a pro, or are you a wanna-be?
Here are some facts:
Some people are going to think you are pushy no matter what you do or say.
Some people are going to tell you to "buzz-off".
Some people are going to threaten to call the cops.
Some people are down right lazy slugs and although they are looking
at you straight in the face do not have a single clue what
you just said to them or asked them to do.
Some people will be reluctant to do business with you
but they will agree just the same.
Some people will be glad you asked. Others will take offense.
Some people won't wait for you to ask and demand that
you take their business.
This is what makes the world such a zany yet attractively fun planet. It takes all kinds. And believe me, there are all kinds out there. As long as you are not a crook, thug, or a dishonest ex-con, you have nothing to apologize for. Just stick to your knitting.
Keep on asking for the business.
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Mistake #8. You are boring people.
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Hey, you can answer this one yourself. Who do you want to spend time with?
Choice A: A boring, whining, negative slug?
Choice B: A proactive, fun, creative, idea-generating, bundle of energy.
This my friends is what is known in the business as a "no-brainer."
Give me the "action-guy/gal" each and every time.
If you are boring --- stop being boring. If you are not boring, don't become boring. Need a slogan to pace your day? Fail Faster. Failing at anything is never boring. In fact, it often is quite exhilarating. Don't fail "stupid". But do get away from your daily comfort zone and stretch a little.
Okay. Enough about mistakes.
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9. You fail to connect with your prospects and customers
sufficiently often.
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Look ye hear! We are back to the Rule of 7. No harm. Repetition is the key to learning.
Again. Contacting your prospects 7 times over an 18 month period. That is the key.
Monday Morning Message
WORTH REPEATING
AND REPEATING
AND REPEATING
AND REPEATING
* Why You MUST Follow-Up With Your Customers/Leads!
* Did you know that the average consumer needs to hear a commercial 17 TIMES before making a "buying" decision. Yet, so many adroit marketers miss the boat when it comes to follow-up. Even I have been guilty of not following up with leads or staying in constant contact with my customers. It is SO critical that you keep in contact with your customers, and follow up with your leads. For instance, if you're capturing people's email addresses when they visit your web
site, what are you planning to with those emails. Keep in mind, these are people that have raised their hand, and expressed an interest in your service.
For you NOT to follow up on those leads via email would be a CRIME! You could send them weekly or monthly tips about their particular interest. You could have a free recorded
message for people who are not on the web, and offer them a free report by snail mail, etc. The bottom line is to always give your customers/leads, EVERY available option to get information from you. Remember, don't think that just because you've emailed or snail mailed them once or twice, that they're not interested in what you have to offer. Keep in mind that people are VERY busy, and they're NOT sitting around the house waiting for something from you! This is why
follow-up is SO critical.
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10. You let past buyers and customers get away.
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Shame on you!
The human approach to losing an account is to stay away because you think that the people you were once doing business with don't like you anymore.
Foolish you. In all probability, the reason they stopped doing business with you is because you stopped paying attention to them.
Regardless of your "reasons" why not go back to former business associates, and find out what the current status is. I want you to go back as soon as you can. No, that is not clear enough.
I want you to contact all past clients within the next 7 days. Now that is an objective for you.
What will you say to them?
Say you are sorry that it has taken so long to contact them again. Tell them that for whatever reason they decided to move on without you, you plan to address their concerns and provide
them with a superior service. Apologize if necessary. And then ask them for another opportunity to work with them.
Tell me this: What have you got to lose? They will remain yesterday's news unless you do something about it.
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11. You don't seek to "upgrade" your buyers.
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Upgrade is in parenthesis because I don't necessarily endorse the concept of "selling up". I do, however, endorse the practice of "selling right."
And if "right' is "up" I say go for it.
I also endorse "selling down" if it too is the right thing to do.
Bottom line: Sell right. And right does not mean what is right for you. It means what is right for the customer. This does not always translate to profitability either.
But, over the course of the year, if the account remains profitable, maintain the relationship at all costs. If the account is unprofitable, it may be time to raise your prices or sever relationships with
this particular customer.
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12. You are not ready to sell when your prospects are ready to buy.
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This mistake has to do with "clock watchers". Who ever said that the world had to dance to the beat of your drum? Who said the magic hours are between 9 & 5? Not me.
In fact, other than business travel, 9-5 is probably the worst hours one could ever keep in today's 24/7 world. (I hate that term but that is what it's called) You will have to decide your own hours.
My message to you: Be there when I want to talk to you. You figure the rest out.
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Mistake # 13. You think like an order-taker, not a marketer.
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Here is the fastest way to go out of business: Wait for the phone to ring and then answer it.
Here is the surest way to maintain a growing business: Make it your mission to make your phone ring.
"Making things happen" is an old saying that simply will not go out of vogue.
You want mail? Send more mail.
You want more calls? Make more calls.
You want more e-mails? Send more e-mails.
You want more action? Create more action.
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14. You don't use "What Next?" Thinking
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This is the second to last reminder in our mistake avoidance campaign.
You see every piece of the business puzzle as an end to itself. Nothing could be further from the truth.
Here is a simple example and I will leave it at that.
You see a honeymoon package as a honeymoon package. I see it as Step #1 in an 8-Step Selling Sequence.
Step 2 is a vacation package.
Step 3 is a ten-year anniversary package.
Step 4 is another vacation package.
Step 5 is a 20-year anniversary package.
Step 6 is a ............. a vacation package.
Step 7 is a trip back to the homeland.
Step 8 is a 50-year anniversary.
And the sequence goes on.
Remember the hardest sale is the first sale. The most meaningful sale is the second sale to the same buyer. The most profitable sales begin after #2.
These are the words of profitability according to Mike.
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15. You are disappointed when people don't buy from you
immediately so you get dispirited and give up.
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Everything worthwhile takes longer than first imagined. I didn't make this up.
It simply is the way the world spins. And people will not buy when the time is right for you.
They will buy when the time is right for them.
When will that be? Who knows?
If not this month .... next month.
If not this year .....next year.
If not this decade .... next decade.
Hey, if you are not planning to go out of business this week, what's your hurry? Enjoy the ride and try to learn something along the route.
You have plenty of follow-up to do with the prospects you plugged into your system last year, right?
Your new slogan is to simply keep on keeping on. When your prospects are ready, you will be ready. Until then, keep building that Database and filling your sales funnel in at the top.
There you have it in easy to swallow spoonfuls.
15 Marketing Mistakes Worth Avoiding at All Costs.
That puts the mistake portion of this course to rest.
Be sure to review them now and then to make sure you are not
falling back into a trap of quick sand.
That's it for today. Quite a mouthful.
One more email to go. That will make seven since we started.
The time flew by didn't it. If you want more, I have more.
Saturday, January 20, 2007
Friday, January 19, 2007
Travel Ports & Voyages 2006 – 2007 Group Space
November 22, 2006
The following group space is open for all Travel, Ports & Voyages agents to sell. By selling into group space, your clients get locked in group prices, any group amenities offered by the cruise lines/tour operator and you may be eligible to share in the free tour conductors.
If you are booking into any of these groups, call the groups departments of the travel supplier to reserve your cabins/rooms. CALL THE Travel, Ports & Voyages AGENT HOLDING THE SPACE. IF YOU PUT ANY CABINS/ROOMS ON HOLD AND THE CLIENT CHANGES THEIR MIND, YOU MUST CANCEL THE SPACE.
If you have any questions regarding the group space held, please call the agent holding the space.
Prices are subject to change until time of deposit and the group space can be withdrawn by the cruise line or Travel, Ports & Voyages at any time.
Ship: Royal Caribbean Explorer of the Seas
Date: November 4, 2007
# nights: 7
Itinerary: Bermuda and Boston
Port of embarkation: Bayonne
Cruise Line/Group Sales #: 800-327-2055
Group ID # : 1758603
Name of Group: Teacher Convention group
Agent Holding Space: Mindy Gilbert
Agent’s phone #: 732-249-7184
Agent’s Email address: mpg1226@aol.com
Category # Doubles/Quads Rate
D1 Balcony 6 $640.00
D2 Balcony 6 $620.00
D3 Balcony 6 $610.00
E1 Balcony 3 4 triple $600.00
I Oceanview 3 4 $530.00
H Oceanview 3 4 $550.00
L Inside 6 $360.00
M Inside 3 $350.00
N Inside 4 $340.00
PR Inside- promenade 3 $380.00
3rd/4th guest $230.00
Inside/ocean/balcony
Port charges $169.00
Taxes & fees $91.70
Airfare /taxes
Amenities
Commission 15%
Deposit of
$500 per cabin
Due by - check with Mindy - still available
Final payment Due by 8/15/2007
Notes:
Call Mindy Gilbert before booking any space
8 amenity points
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Ship: Celebrity Mercury Date: August 3, 2007
# nights: 7
Itinerary: Alaska
Port of embarkation: Vancouver
Cruise Line/Group Sales #: 800-437-4111
Group ID # : 73289 Name of Group: O’Reilly Group
Agent Holding Space: Mindy Gilbert
Agent’s phone #: 732-249-7184 Agent’s Email address: mpg1226@aol.com
Category Cabin type # Doubles/Quads Rate
5 Ocean view 4 $1180
6 Ocean view 3 $1160
7 Ocean view 4 $1110
10 Inside 4 $840
Port charges $219
Taxes & fees/ new Alaska tax $49.36 $49.31
Airfare /taxes from EWR $619 + $108.44
Amenities 2 points
Commission 15%
Deposit of $250 pp Due by 3/1/07
Final Payment Due by 5/20/07
Notes: Call Mindy Gilbert before booking
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November 22, 2006
The following group space is open for all Travel, Ports & Voyages agents to sell. By selling into group space, your clients get locked in group prices, any group amenities offered by the cruise lines/tour operator and you may be eligible to share in the free tour conductors.
If you are booking into any of these groups, call the groups departments of the travel supplier to reserve your cabins/rooms. CALL THE Travel, Ports & Voyages AGENT HOLDING THE SPACE. IF YOU PUT ANY CABINS/ROOMS ON HOLD AND THE CLIENT CHANGES THEIR MIND, YOU MUST CANCEL THE SPACE.
If you have any questions regarding the group space held, please call the agent holding the space.
Prices are subject to change until time of deposit and the group space can be withdrawn by the cruise line or Travel, Ports & Voyages at any time.
Ship: Royal Caribbean Explorer of the Seas
Date: November 4, 2007
# nights: 7
Itinerary: Bermuda and Boston
Port of embarkation: Bayonne
Cruise Line/Group Sales #: 800-327-2055
Group ID # : 1758603
Name of Group: Teacher Convention group
Agent Holding Space: Mindy Gilbert
Agent’s phone #: 732-249-7184
Agent’s Email address: mpg1226@aol.com
Category # Doubles/Quads Rate
D1 Balcony 6 $640.00
D2 Balcony 6 $620.00
D3 Balcony 6 $610.00
E1 Balcony 3 4 triple $600.00
I Oceanview 3 4 $530.00
H Oceanview 3 4 $550.00
L Inside 6 $360.00
M Inside 3 $350.00
N Inside 4 $340.00
PR Inside- promenade 3 $380.00
3rd/4th guest $230.00
Inside/ocean/balcony
Port charges $169.00
Taxes & fees $91.70
Airfare /taxes
Amenities
Commission 15%
Deposit of
$500 per cabin
Due by - check with Mindy - still available
Final payment Due by 8/15/2007
Notes:
Call Mindy Gilbert before booking any space
8 amenity points
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Ship: Celebrity Mercury Date: August 3, 2007
# nights: 7
Itinerary: Alaska
Port of embarkation: Vancouver
Cruise Line/Group Sales #: 800-437-4111
Group ID # : 73289 Name of Group: O’Reilly Group
Agent Holding Space: Mindy Gilbert
Agent’s phone #: 732-249-7184 Agent’s Email address: mpg1226@aol.com
Category Cabin type # Doubles/Quads Rate
5 Ocean view 4 $1180
6 Ocean view 3 $1160
7 Ocean view 4 $1110
10 Inside 4 $840
Port charges $219
Taxes & fees/ new Alaska tax $49.36 $49.31
Airfare /taxes from EWR $619 + $108.44
Amenities 2 points
Commission 15%
Deposit of $250 pp Due by 3/1/07
Final Payment Due by 5/20/07
Notes: Call Mindy Gilbert before booking
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Tuesday, January 16, 2007
Bolongo Bay Beach Club, St Thomas, USVI
The Catamaran, "Heavenly Days"
The Mafolie Restaurant View of Charlotte Amalie at night from The Mafolie
Magen's Bay
Bolongo Bay Beach
I posted on the forum, but this will allow me to give a more detailed report with some pictures. My niece was married (November 2006) in St Thomas at Bolongo Bay. Tommy and I went down for the wedding and stayed for a week. We did the all-inclusive option and stayed in a beachfront room (ground floor). When you arrive at the resort they welcome you with a rum punch while you are checking in (you are also welcomed at the airport in St Thomas with a rum punch!). Bolongo Bay is a small resort, only 65 rooms, and it is family run. If you book directly through the resort, their commission is 11%. When we went to our room I have to admit I was thinking "I have to stay here for a week?". It was nothing fancy and you could see where the room used to have a kitchen facility. The rooms used to be more on the order of efficiencies, but they have since changed that. They do have a refrigerator and sink area, as well as some dishes for use. The tile in the kitchen area does not match the tile in the rest of the room. The room is outdated, but they are working on that. The rooms are all getting new mattresses (should be completed by now) and they are working on the rest as well. Now, after the initial feelings I had, I have to say that it was a most wonderful vacation.
You get over the outdated room pretty fast. They make you feel like family, get to know you by name, and to know your preferences. Even if you do not choose all-inclusive you still have access to their water equipment. The Beach House restaurant (it will be changing its name soon - something like the Lobster House) on the property is 5 star- you order off the menu and everything is delicious. The service is excellent, although you don't want to be in a hurry. The only night we were in a hurry was karaoke night, so we could get good seats! The Beach House is closed for dinner on Sunday and Monday, but they also have an informal restaurant called Iggies. They have karaoke there as well as themed nights. The drinks are powerful - they don't water down the drinks for the all-inclusives.
We took the catamaran cruise to St John's island for the day - it is included if you stay 7 nights. The next day my niece was married on the catamaran. It was a sunset cruise (5 - 7 pm) and we had about 30 guests on the catamaran. The crew was wonderful, and it was nice that we had already been on the boat with them and got to know them. First we had hors d'oeuvres and rum punch (or whatever you wanted to drink - it was an open bar), and they played music while we sailed. We sailed out to Buck Island, dropped anchor, and they exchanged their vows with the sun setting behind them. We had plenty of champagne, then headed back to Bolongo Bay for dinner on the beach. Dinner was great and there was a band with a dance floor. There were a few glitches - their wedding planner was brand new - but if you have someone who is not picky, I would highly recommend it. I didn't think I would like this kind of wedding - I am used to the more traditional ones - but I have changed my mind. I think it was very romantic and it was fund staying there while being on vacation.
I will definitely return for another stay! While we were there, we went back to St John's another day, this time by ferry from Red Hook. We took a taxi to the ferry, and had a great day at the island. The first time we went to the island on the catamaran, it was mostly for snorkeling. They have all the equipment on board as well as the styrofoam noodles. Lunch was served on board, and you could spend your day snorkeling, swimming, sunbathing on the beach, or just stay on the boat. We did a little of everything. When we went by ferry, we took a taxi to a different beach and rented snorkel equipment there. Another day we went to Magen's Bay in St Thomas. Always a great place to go and some of the locals were having a barbecue there. Someone tapped me on the shoulder and said "remember me? I'm Calvin Klein!" It was one of our waiters from Bolongo (he goes by the name Calvin Klein). That is how much they make you feel at home.
We went into town one day - and went out to dinner at The Mafolie restaurant our last night. We went there because we were there on our honeymoon 27 years ago and wanted to go back. Of course it is under new ownership - actually very new. We met the owner (Mike Sigler 340-774-2790; http://www.mafolie.com/ ) and he also owns the hotel that is there by the same name. He showed us some of the rooms there and if you have clients who don't want to stay on the beach, this is a great place to stay. It is built on the side of the mountain overlooking Charlotte Amalie. The rooms have wonderful views, and each room is a little different. As for the restaurant, the food was great (it had gone downhill we were told, before the new owner took over.) The head chef is from the states. The owner said he had trouble finding dependable help and decided to bring someone over from the U.S.
We decided against renting a car while we were there and opted for taxis. We saved a little by doing this, but that wasn't the reason for doing so. They drive on the left and the roads are windy and narrow. We didn't want any problems. When we came back one night, we saw two cars pulled over - an accident. The woman who rear ended the other car was obviously a tourist. We were glad we didn't rent a car when we saw that!
Also, if you have clients going to Bolongo Bay, contact Paul Graber who is their rep and he will send a gift on your behalf. Paul also represents Secret Harbour Beach Resort in St Thomas; The Buccaneer Hotel in St Croix; Anse Chastanet in St Lucia; and Coconut Court Beach Hotel, Bougainvillea Beach Resort, Barbados Beach Club, and Treasure Beach Hotel, all in Barbados.
Sunday, January 14, 2007
Marketing Lesson # 5 from Mike Marchev
This Is Your Fifth Marketing Lesson
with Mike Marchev
"Marketing Communications"
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Here is Lesson #5: Your 3-pager
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Let's Talk Marketing
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Your 3-page Marketing Document is today's topic.
And what a great topic it is.
In addition to your Success Letters, your 3-Pager is
all you will need to throw your marketing campaign into high gear.
Page one is a carefully composed letter to your prospect comparing
your prospect to a number of organizations in the immediate area
he/she can identify with.
It then offers a testimonial quote from a satisfied client of yours
and follows with a clear call to action.
This can all be found on page one of your 3-Pager.
Page two has two parts. The first part outlines the benefits you
are positioned to deliver the prospect. In clear, bullet form.
Next, you tell the prospect a little bit about your company. It is
a mini Bio of your organization.
Page three (the last page) is entirely devoted to a series of testimonial quotes
from satisfied and prestigious clients.
That's it. That's all you will ever need in todays' highly
competitive whacked-out world of business.
Three pages tell your whole story in an easy to read, easy to digest
format.
Three pages are all you need.
Now dove-tail this 3-page document with your 12 Success Letters and you
are ready to play some serious ball.
I'm going to give you a full day to think about what you have
learned up to this point and reflect about what you are going
to do about it all.
Then, you can prepare yourself for the final lesson.
Until then, remember that marketing is all about finding
and keeping clients happy. And if done properly, this is, and should be,
FUN. I want you to start having more FUN.
Until our next lesson,
Mike Marchev
with Mike Marchev
"Marketing Communications"
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Here is Lesson #5: Your 3-pager
===================================================
Let's Talk Marketing
===================================================
Your 3-page Marketing Document is today's topic.
And what a great topic it is.
In addition to your Success Letters, your 3-Pager is
all you will need to throw your marketing campaign into high gear.
Page one is a carefully composed letter to your prospect comparing
your prospect to a number of organizations in the immediate area
he/she can identify with.
It then offers a testimonial quote from a satisfied client of yours
and follows with a clear call to action.
This can all be found on page one of your 3-Pager.
Page two has two parts. The first part outlines the benefits you
are positioned to deliver the prospect. In clear, bullet form.
Next, you tell the prospect a little bit about your company. It is
a mini Bio of your organization.
Page three (the last page) is entirely devoted to a series of testimonial quotes
from satisfied and prestigious clients.
That's it. That's all you will ever need in todays' highly
competitive whacked-out world of business.
Three pages tell your whole story in an easy to read, easy to digest
format.
Three pages are all you need.
Now dove-tail this 3-page document with your 12 Success Letters and you
are ready to play some serious ball.
I'm going to give you a full day to think about what you have
learned up to this point and reflect about what you are going
to do about it all.
Then, you can prepare yourself for the final lesson.
Until then, remember that marketing is all about finding
and keeping clients happy. And if done properly, this is, and should be,
FUN. I want you to start having more FUN.
Until our next lesson,
Mike Marchev
Saturday, January 13, 2007
Marketing lesson #4 from Mike Marchev
I certainly hope someone is reading these because since I posted these lessons, the only one who has emailed me is Mary McGrath- so I know she is reading them!
Mindy
This Is Your Fourth Marketing Lesson
with Mike Marchev
"Marketing Communications"
--------------------------------------------------------------------------------
Lesson #4: Your Email Marketing Campaign
Let's not waste any time.
==================
E-mail Marketing
==================
Perhaps the biggest reason why people fail in growing their customer base is that they believe that the prospect remembers who they are.
Don't flatter yourself. Remember these two things:
(1) It is foolish to feel personally rejected when a sales does not go your way because it is not about you.
(2) Whenever you are out of sight, you are most probably out of mind.
Because e-mail is so easy, this vehicle is often abused.
You must be very careful when e-mailing your prospects and customers.
Here are three things to always keep in mind.
1. It is always best if your prospects "opt in" and give you permission to contact them via the "e".
2. Always give them an opportunity to "opt out".
3. Keep your message brief.
I am going to make an exception to this "brief" thing. This particular project is not "brief" because it is a marketing course ---by definition. It takes a little more space and time to get my
message across to you. That is exactly why I call it a "course."
Write your e-mails in ASCII format, or text.
This will insure that everyone receiving your message will be able to read it. No, it won't be pretty, but I am sure that you have received messages with all sorts of funny marks salted throughout the message. This is because your computer could not read the message using the same software that wrote it. To play it safe, write in text format. This can be read by everybody.
Also, make every effort to keep each line to a maximum of 65
characters. This will eliminate uneven line wraps.
An uneven line wrap looks like this:
###################################################
This marketing course (I think) is a good
example of using e-mail Marketing. First, you
gave
me permission to send it.
#####################################################
This marketing course (I think) is a good example of using e-mail
Marketing. First, you gave me permission to send it.
Second, it is arriving at the promised sequence.
Third: It has a defined lifespan - 5 lessons.
Fourth: You can opt out anytime.
Fifth: I hope you are finding it to be useful.
In addition to courses like this, you can send E-zines which are simply electronic magazines. You can also send periodic announcements. You will be receiving a "periodic announcement" from me from time to time.
The dual purpose remains the same: You are staying visible and you are bringing something of value to the party. (Hopefully)
As you get more experienced with e-mail marketing,
you can contact me to ask about "sequential autoresponders".
That is what I am using to send each of my five lessons to you
in a timely fashion.
I am using an autoresponder from an outfit located in Texas.
Proautoresponder is their name and they can be found at
http://mikem.ProAutoResponder.com
Enough.
Time to take a "flyer". Go call somebody you have not spoken to in some time.
Do it now before they beat you to the punch.
==================================================
Mindy
This Is Your Fourth Marketing Lesson
with Mike Marchev
"Marketing Communications"
--------------------------------------------------------------------------------
Lesson #4: Your Email Marketing Campaign
Let's not waste any time.
==================
E-mail Marketing
==================
Perhaps the biggest reason why people fail in growing their customer base is that they believe that the prospect remembers who they are.
Don't flatter yourself. Remember these two things:
(1) It is foolish to feel personally rejected when a sales does not go your way because it is not about you.
(2) Whenever you are out of sight, you are most probably out of mind.
Because e-mail is so easy, this vehicle is often abused.
You must be very careful when e-mailing your prospects and customers.
Here are three things to always keep in mind.
1. It is always best if your prospects "opt in" and give you permission to contact them via the "e".
2. Always give them an opportunity to "opt out".
3. Keep your message brief.
I am going to make an exception to this "brief" thing. This particular project is not "brief" because it is a marketing course ---by definition. It takes a little more space and time to get my
message across to you. That is exactly why I call it a "course."
Write your e-mails in ASCII format, or text.
This will insure that everyone receiving your message will be able to read it. No, it won't be pretty, but I am sure that you have received messages with all sorts of funny marks salted throughout the message. This is because your computer could not read the message using the same software that wrote it. To play it safe, write in text format. This can be read by everybody.
Also, make every effort to keep each line to a maximum of 65
characters. This will eliminate uneven line wraps.
An uneven line wrap looks like this:
###################################################
This marketing course (I think) is a good
example of using e-mail Marketing. First, you
gave
me permission to send it.
#####################################################
This marketing course (I think) is a good example of using e-mail
Marketing. First, you gave me permission to send it.
Second, it is arriving at the promised sequence.
Third: It has a defined lifespan - 5 lessons.
Fourth: You can opt out anytime.
Fifth: I hope you are finding it to be useful.
In addition to courses like this, you can send E-zines which are simply electronic magazines. You can also send periodic announcements. You will be receiving a "periodic announcement" from me from time to time.
The dual purpose remains the same: You are staying visible and you are bringing something of value to the party. (Hopefully)
As you get more experienced with e-mail marketing,
you can contact me to ask about "sequential autoresponders".
That is what I am using to send each of my five lessons to you
in a timely fashion.
I am using an autoresponder from an outfit located in Texas.
Proautoresponder is their name and they can be found at
http://mikem.ProAutoResponder.com
Enough.
Time to take a "flyer". Go call somebody you have not spoken to in some time.
Do it now before they beat you to the punch.
==================================================
Friday, January 12, 2007
Marketing Lesson # 3 from Mike Marchev
"Marketing Communications"
--------------------------------------------------------------------------------
Welcome Back
Day #3: The Postcard (Can someone tell me if the word "postcard" is one word or two?"
SSSHHHHH!: A little known secret about maintaining visibility has to do with the words "discipline" and "consistency".
==============================================
Postcards
==============================================
In the last lesson I introduced you to the Success Letter. I hope you heard me and understood the logic behind this marketing weapon. The Success Letter Strategy works. So does today's recommendation.
Today we are going to focus on Postcard Marketing.
There is absolutely no better way to keep your name popping up in front of your prospects than with a postcard.
Postcards do the job they are supposed to do. They communicate information in short bursts for relatively low cost.
If you haven't noticed, (1) people have short attention spans, and (2) they have enough to do, think about and screw up without you having to remind them of other things to do, think about or screw up. There just seems to be an abundance of things to do, think about and screw up. Don't you agree?
Okay. We agree. Postcards are cool tools.
There are a number of benefits that support this strategy.
Postcards are read more often than not. (92.7% of the time.) Okay. I made this statistic up. So sue me!
The message is short, clear and succinct. Remember. People have short attention spans.
The postage is low. 23 cents vs. 39 cents. As of 1/08/07
They are easy to send at a moment's notice. The jury is out on this one since it seems there are still a lot of lazy slugs in business today.
You can have them printed in four color or print them yourself on your own printer. Don't you just love choices?
Want to learn how to become the exception?
Click Here!
How do you get em?
First: you can simply buy them at the post office.
White, blank, stamped postcards. These work fine but could probably use a little personality.
You can have your suppliers supply you with a batch from time to time. They usually budget for a couple of million of the things. They end up as door stops or temporary moorings for their boss's sailboat. These of course will be graphically correct but will carry the supplier's photo and message. (I must have told you somewhere down the line that there still are no free lunches.)
Choice 3 is to have your own printed. These cost about $375 - $400 for 5000 and you can print four color photos of anything you want on them. These days, I am certain you can find a low quantity printer on the web for less. Do a little research on this and you may very well save yourself a few hundred bucks. Believe me when I tell you that 5000 postcards are very difficult to distribute in one's lifetime. This for a fact, I know.
I use three separate postcards for my business.
One has me in a suit standing in front of a waterfall. Go figure! I justify this pose because, after all, my product is ..... me. In truth, I look like I am selling men's suits.
Another has the letters TGIF crossed out in red with my slogan THANK GOODNESS IT'S TODAY underneath it. This one hits a nerve with many people and they find a spot for it in their cubicle. (This is ideal.)
The third is a picture of my best selling book "BECOME THE EXCEPTION". Many people ask me how I got my book to be a "best seller". I tell them, "Because I say so." There is a lesson here for you. Tune in.
You can buy a personalized copy for $20.00. But first click here to learn more.
The single purpose of all three postcards is to remind my prospects and customers that I am alive and well and standing by to help them when they are ready for some help.
My suppliers:
(1) 800 Postcards (NY) Tel: 1-800-postcards.
(2) US Press (GA) 1-800-227-7377
Call them both and ask for a brochure for your files.
I said you could buy these little jewels in batches of 5000. I also told you that that's a lot of postcards.
Here is how you get them out into the marketplace.
Tell each employee that it is their responsibility to send 25 postcards each week. Period. Five a day. If 25 is too easy, adjust the number accordingly. You buy the stamps (23 cents at the moment) and they find a target.
Utilize all of your employees and get in the habit of sending postcards to help market your business.
Sadly, you must remind some employees that it is indeed, their business too. Get those postcards in the mail.
================================================
Again, two sources for postcards are
1-800-postcards which you can contact by calling 1-800-postcards.
The other vendor I use is in Atlanta. 800- 227-7377.
===================================================
Want to learn how to become the exception?
Click Here!
Next time, we are going to discuss Email Marketing
Keep up the good work. If you are still with me, you probably are a very good student.
By Mike Marchev
Become The Exception Click here to learn more.
--------------------------------------------------------------------------------
Welcome Back
Day #3: The Postcard (Can someone tell me if the word "postcard" is one word or two?"
SSSHHHHH!: A little known secret about maintaining visibility has to do with the words "discipline" and "consistency".
==============================================
Postcards
==============================================
In the last lesson I introduced you to the Success Letter. I hope you heard me and understood the logic behind this marketing weapon. The Success Letter Strategy works. So does today's recommendation.
Today we are going to focus on Postcard Marketing.
There is absolutely no better way to keep your name popping up in front of your prospects than with a postcard.
Postcards do the job they are supposed to do. They communicate information in short bursts for relatively low cost.
If you haven't noticed, (1) people have short attention spans, and (2) they have enough to do, think about and screw up without you having to remind them of other things to do, think about or screw up. There just seems to be an abundance of things to do, think about and screw up. Don't you agree?
Okay. We agree. Postcards are cool tools.
There are a number of benefits that support this strategy.
Postcards are read more often than not. (92.7% of the time.) Okay. I made this statistic up. So sue me!
The message is short, clear and succinct. Remember. People have short attention spans.
The postage is low. 23 cents vs. 39 cents. As of 1/08/07
They are easy to send at a moment's notice. The jury is out on this one since it seems there are still a lot of lazy slugs in business today.
You can have them printed in four color or print them yourself on your own printer. Don't you just love choices?
Want to learn how to become the exception?
Click Here!
How do you get em?
First: you can simply buy them at the post office.
White, blank, stamped postcards. These work fine but could probably use a little personality.
You can have your suppliers supply you with a batch from time to time. They usually budget for a couple of million of the things. They end up as door stops or temporary moorings for their boss's sailboat. These of course will be graphically correct but will carry the supplier's photo and message. (I must have told you somewhere down the line that there still are no free lunches.)
Choice 3 is to have your own printed. These cost about $375 - $400 for 5000 and you can print four color photos of anything you want on them. These days, I am certain you can find a low quantity printer on the web for less. Do a little research on this and you may very well save yourself a few hundred bucks. Believe me when I tell you that 5000 postcards are very difficult to distribute in one's lifetime. This for a fact, I know.
I use three separate postcards for my business.
One has me in a suit standing in front of a waterfall. Go figure! I justify this pose because, after all, my product is ..... me. In truth, I look like I am selling men's suits.
Another has the letters TGIF crossed out in red with my slogan THANK GOODNESS IT'S TODAY underneath it. This one hits a nerve with many people and they find a spot for it in their cubicle. (This is ideal.)
The third is a picture of my best selling book "BECOME THE EXCEPTION". Many people ask me how I got my book to be a "best seller". I tell them, "Because I say so." There is a lesson here for you. Tune in.
You can buy a personalized copy for $20.00. But first click here to learn more.
The single purpose of all three postcards is to remind my prospects and customers that I am alive and well and standing by to help them when they are ready for some help.
My suppliers:
(1) 800 Postcards (NY) Tel: 1-800-postcards.
(2) US Press (GA) 1-800-227-7377
Call them both and ask for a brochure for your files.
I said you could buy these little jewels in batches of 5000. I also told you that that's a lot of postcards.
Here is how you get them out into the marketplace.
Tell each employee that it is their responsibility to send 25 postcards each week. Period. Five a day. If 25 is too easy, adjust the number accordingly. You buy the stamps (23 cents at the moment) and they find a target.
Utilize all of your employees and get in the habit of sending postcards to help market your business.
Sadly, you must remind some employees that it is indeed, their business too. Get those postcards in the mail.
================================================
Again, two sources for postcards are
1-800-postcards which you can contact by calling 1-800-postcards.
The other vendor I use is in Atlanta. 800- 227-7377.
===================================================
Want to learn how to become the exception?
Click Here!
Next time, we are going to discuss Email Marketing
Keep up the good work. If you are still with me, you probably are a very good student.
By Mike Marchev
Become The Exception Click here to learn more.
Thursday, January 11, 2007
Marketing Lesson #2 from Mike Marchev
Marketing Communications"
Welcome Back
I'm Mike Marchev, remember?
We have lots more to cover today so let's get started.
Here is your Second Lesson of My Marketing Course For Those of You Who Have No Time To Market. I strongly recommend that you print this email and staple the pages together. Then, when you have a moment to think and concentrate, focus on Lesson #2. It will pay huge dividends if adopted as an ongoing marketing practice.
One of the things that the majority of folks find most challenging about growing their businesses is staying in touch with meaningful things to say over time. Enter the sales letter.
Now I am not about to bore you with the abc's of written communication, but I am going to make a few points.
Don't funk yourself out when it comes to writing letters. They are no big deal. In fact, the shorter the better. (See the section on postcards that follows below).
Click on the cover of the book
to learn how
to become the exception.
But, it is helpful if you know why you are writing in the first place. Is it to inform? To request information or for an interview? To congratulate? To send condolences? Have a purpose for writing.
As for the body of the letter itself, it is always easier if you work from a proven model.
Here is a simple template you can use: 1-2-1
• One paragraph
• Two paragraphs
• One paragraph
In the first paragraph, simply state your purpose for writing. Get right to the point in the first sentence. Remember, your reader is busy and wants to cut right to the chase. You don't have the luxury of "warming up" while you wax poetic in the first few sentences. Get right down to business.
In the next two paragraphs, explain what you want to happen or explain the information you have. This is the bread and butter of the letter. It explains what you have in mind and outlines the options if any. If you have lots of information you might want to use bullets. An occasional underline also demands attention. The letter should be organized to help the reader understand what to know or what needs doing.
In the final paragraph, request a dated action and/or conclude or thank the reader for his/her response. Similar to paragraph #1, this final section is usually a short one. Depending on your letter, it will do one of three things:
1. Conclude. This allows you to point out the most important item or summarize all your key points once again.
2. Request action. Tell the reader what to do and when to do it.
3. Thank the reader. For whatever you feel is appropriate.
I told you I did not want to beat you up on the rhyme or reason of writing a simple business letter, but I do want to take some additional time to lay out what I call your "Success Letter". This my friend is a section of the course you want to pay very close attention to.
The simple letter is a "beautiful "thing". But the "success letter" is a fabulous marketing weapon. It too is relatively simple. There is nothing to make up and nothing to exaggerate.
Your Success Letter.
A Success Letter specifically outlines a single accomplishment of yours as experienced and enjoyed by one of your current accounts. In other words, it is a capsule summary of a very positive outcome that resulted from your contribution to a specific client problem, issue or concern.
An example might help to clarify this remarkably effective "tool":
The Situation:
• A honeymoon couple contacted you interested in taking a trip to celebrate their marriage.
• They could only get the reception hall beginning at 2 pm on that particular Saturday.
• They wished to be in destination "A" by a certain time the next day, Pina Colade in hand and miles away from everyone they knew.
• The last flight out that evening was at 7:45 pm.
The Problem: The timing was all too close. In order to accomplish the "perfect plan", they would have to "rush" which would create a level of anxiety which could very well put a damper on the entire marriage thing. What to do?
Enter You: You evaluated the situation, weighed the options and provided the couple with Plan "A" with a back-up Plan "B" should the "fast-get-away" require one. You made all the arrangements along with a flawless, back-up contingency plan. In short, you covered all the bases for them and stood in readiness to make sure that their big day would be executed perfectly. You even stood by to place a call to the local police department to make certain that the route to the airport provided clear sailing.
You were not going to stand by and see the travel portion of their dream day blown to bits on their perfect day.
You then did "a, b and c" followed by "d, e and f".
You "dotted every i" (twice) so that the couple could dance the lights fantastic without worrying about the honeymoon until it was time to return to reality 7 days on down the road. (You might even have remembered to slip a bottle of #35 into their waiting car just in case they had some sun bathing on their mind.)
In short, you made it all work. Good for you. You should feel very proud. And very professional. (In reality, you probably do this all the time.) But nobody besides the new couple knows about the magic you performed for them. Shame on you!
Enter Your Success Letter.
You put all the details in a letter and send it to candidates who might be interested in receiving the same caliber of "white-glove" treatment.
"Mike. Wait a minute. Are you telling me that I have to brag about myself and toot my own horn?"
Yes! That's exactly what I am telling you. If you don't, who is going to do it? I'm too busy tooting my own horn to worry about yours. You must learn that being a self-promoter is not a bad thing.
You are on your own my friend. Get used to it.
You were successful pulling off the impossible with couple "A" and now you are more experienced and in a better position to perform the same magic act with couple "B", "C", and "D". Your contacts are in place. Next time, it will be a walk in the park.
This sure beats the age-worn sales letter that simply reminds the prospect how many years you have been in business booking other people's honeymoons .... or how many agents you have over the age of 85 waiting for Friday to make their life right.
Write A Success Letter.
You already have a bag load of success stories --- I hope. All you have to do is to put the sequential steps down on paper and let others know about your skills. Then, and here comes the good part, write 12 of these letters. An even dozen. Why 12?
Because you are going to send a different letter each month to your targeted audience. Remember I said this was a "system".
Success letters make a logical mailing program. It is the only mail program you will need for the next 20 years. After you send letter #12, you can begin again with letter #1.
Regardless of the interim between each letter, here is what I want you to do. Here is what I insist that you do.
After each set of three letters, call the prospect on the phone to ask them if they have been receiving your letters and if any of them stimulated their imagination or piqued their interest. "No? Well have a nice day." Then get ready to send them three more. Don't worry. If the letters you are sending are filled with actual super human effort that solves legitimate dilemmas, it will only be a matter of time before this particular prospect folds like a cheap tent. (Whatever that means?)
Now for those of you out there asleep at the wheel, ..... no, it does not have to be just honeymoons. Your letters need to involve the area you are specializing in. Adventure travel. Golf groups. Church groups. Associations. Business. Vacation. Italy etc. Stay with me.
Is 12 too many for you?
It is if you haven't done 12 good things worth talking about.
Write 8 and send them out every 6 - 7 weeks. (Okay, you in the back of the room, send one but don't tell anybody I know you.)
==================================================
Your homework assignment is to write just one Success Letter. After you write one, the others will be easier to write, I promise. Once you get the hang of it, write a second.
Your future begins today. Write a Success Letter.
Welcome Back
I'm Mike Marchev, remember?
We have lots more to cover today so let's get started.
Here is your Second Lesson of My Marketing Course For Those of You Who Have No Time To Market. I strongly recommend that you print this email and staple the pages together. Then, when you have a moment to think and concentrate, focus on Lesson #2. It will pay huge dividends if adopted as an ongoing marketing practice.
One of the things that the majority of folks find most challenging about growing their businesses is staying in touch with meaningful things to say over time. Enter the sales letter.
Now I am not about to bore you with the abc's of written communication, but I am going to make a few points.
Don't funk yourself out when it comes to writing letters. They are no big deal. In fact, the shorter the better. (See the section on postcards that follows below).
Click on the cover of the book
to learn how
to become the exception.
But, it is helpful if you know why you are writing in the first place. Is it to inform? To request information or for an interview? To congratulate? To send condolences? Have a purpose for writing.
As for the body of the letter itself, it is always easier if you work from a proven model.
Here is a simple template you can use: 1-2-1
• One paragraph
• Two paragraphs
• One paragraph
In the first paragraph, simply state your purpose for writing. Get right to the point in the first sentence. Remember, your reader is busy and wants to cut right to the chase. You don't have the luxury of "warming up" while you wax poetic in the first few sentences. Get right down to business.
In the next two paragraphs, explain what you want to happen or explain the information you have. This is the bread and butter of the letter. It explains what you have in mind and outlines the options if any. If you have lots of information you might want to use bullets. An occasional underline also demands attention. The letter should be organized to help the reader understand what to know or what needs doing.
In the final paragraph, request a dated action and/or conclude or thank the reader for his/her response. Similar to paragraph #1, this final section is usually a short one. Depending on your letter, it will do one of three things:
1. Conclude. This allows you to point out the most important item or summarize all your key points once again.
2. Request action. Tell the reader what to do and when to do it.
3. Thank the reader. For whatever you feel is appropriate.
I told you I did not want to beat you up on the rhyme or reason of writing a simple business letter, but I do want to take some additional time to lay out what I call your "Success Letter". This my friend is a section of the course you want to pay very close attention to.
The simple letter is a "beautiful "thing". But the "success letter" is a fabulous marketing weapon. It too is relatively simple. There is nothing to make up and nothing to exaggerate.
Your Success Letter.
A Success Letter specifically outlines a single accomplishment of yours as experienced and enjoyed by one of your current accounts. In other words, it is a capsule summary of a very positive outcome that resulted from your contribution to a specific client problem, issue or concern.
An example might help to clarify this remarkably effective "tool":
The Situation:
• A honeymoon couple contacted you interested in taking a trip to celebrate their marriage.
• They could only get the reception hall beginning at 2 pm on that particular Saturday.
• They wished to be in destination "A" by a certain time the next day, Pina Colade in hand and miles away from everyone they knew.
• The last flight out that evening was at 7:45 pm.
The Problem: The timing was all too close. In order to accomplish the "perfect plan", they would have to "rush" which would create a level of anxiety which could very well put a damper on the entire marriage thing. What to do?
Enter You: You evaluated the situation, weighed the options and provided the couple with Plan "A" with a back-up Plan "B" should the "fast-get-away" require one. You made all the arrangements along with a flawless, back-up contingency plan. In short, you covered all the bases for them and stood in readiness to make sure that their big day would be executed perfectly. You even stood by to place a call to the local police department to make certain that the route to the airport provided clear sailing.
You were not going to stand by and see the travel portion of their dream day blown to bits on their perfect day.
You then did "a, b and c" followed by "d, e and f".
You "dotted every i" (twice) so that the couple could dance the lights fantastic without worrying about the honeymoon until it was time to return to reality 7 days on down the road. (You might even have remembered to slip a bottle of #35 into their waiting car just in case they had some sun bathing on their mind.)
In short, you made it all work. Good for you. You should feel very proud. And very professional. (In reality, you probably do this all the time.) But nobody besides the new couple knows about the magic you performed for them. Shame on you!
Enter Your Success Letter.
You put all the details in a letter and send it to candidates who might be interested in receiving the same caliber of "white-glove" treatment.
"Mike. Wait a minute. Are you telling me that I have to brag about myself and toot my own horn?"
Yes! That's exactly what I am telling you. If you don't, who is going to do it? I'm too busy tooting my own horn to worry about yours. You must learn that being a self-promoter is not a bad thing.
You are on your own my friend. Get used to it.
You were successful pulling off the impossible with couple "A" and now you are more experienced and in a better position to perform the same magic act with couple "B", "C", and "D". Your contacts are in place. Next time, it will be a walk in the park.
This sure beats the age-worn sales letter that simply reminds the prospect how many years you have been in business booking other people's honeymoons .... or how many agents you have over the age of 85 waiting for Friday to make their life right.
Write A Success Letter.
You already have a bag load of success stories --- I hope. All you have to do is to put the sequential steps down on paper and let others know about your skills. Then, and here comes the good part, write 12 of these letters. An even dozen. Why 12?
Because you are going to send a different letter each month to your targeted audience. Remember I said this was a "system".
Success letters make a logical mailing program. It is the only mail program you will need for the next 20 years. After you send letter #12, you can begin again with letter #1.
Regardless of the interim between each letter, here is what I want you to do. Here is what I insist that you do.
After each set of three letters, call the prospect on the phone to ask them if they have been receiving your letters and if any of them stimulated their imagination or piqued their interest. "No? Well have a nice day." Then get ready to send them three more. Don't worry. If the letters you are sending are filled with actual super human effort that solves legitimate dilemmas, it will only be a matter of time before this particular prospect folds like a cheap tent. (Whatever that means?)
Now for those of you out there asleep at the wheel, ..... no, it does not have to be just honeymoons. Your letters need to involve the area you are specializing in. Adventure travel. Golf groups. Church groups. Associations. Business. Vacation. Italy etc. Stay with me.
Is 12 too many for you?
It is if you haven't done 12 good things worth talking about.
Write 8 and send them out every 6 - 7 weeks. (Okay, you in the back of the room, send one but don't tell anybody I know you.)
==================================================
Your homework assignment is to write just one Success Letter. After you write one, the others will be easier to write, I promise. Once you get the hang of it, write a second.
Your future begins today. Write a Success Letter.
Marketing Lesson #1 from Mike Marchev
Lesson #1
So you just don't have enough time?
Join the club. Unfortunately, this is not an exclusive club. You're in good company. This club may even be the largest one of its kind. Name one person you know who has time to do everything that needs doing. ............. I didn't think so.
Together, you and I are going to finally make your business start to "sing". Not with some magic act. But with solid, straightforward, marketing skills and tactics that will prove to be effective.
Bit by bit, lesson by lesson, we are going to slowly turn your organization into a well-oiled "marketing machine." But first, you must get one thing perfectly straight.
In addition to whatever business you are in, you are now in a new business - The Marketing Business. Success begins and ends with marketing. You may not want to come to grips with this right now, but if you are going to succeed in anything you choose to do, you better open up your thinking and start wearing the hat of a marketer.
If you are like the rest of us trying to find ways to feed our families on a regular basis, you are probably making a few mistakes that are standing in the way of you're becoming extraordinarily successful. We will try to identify those errors and eliminate them as best we can.
Your business is the most exciting business you will ever be involved with. It will come with plenty of action, full of "highs" and salted with a few "lows". No. More than a few "lows". Lots of "lows".
You will find that there are no guarantees and a few sleepless nights along the way. The downside can be minimized with a little emotional intelligence on your part ....with a little practice and a little homework. Let the games begin.
The first five lessons include:
1. Identifying a "dart board" you can score on. Creating Your Database.
2. Working an easy trust building strategy. Letters & Postcards .
3. Acquiring the "Halo Effect". Publicity .
4. The Rule of 7 and More. E-mail marketing.
5. Refining Your competitive edge. Your Three-Page Marketing Document .
Plus Two More Lessons
6. Marketing Mistakes You Must Avoid At All Costs
7. Putting It All Together: Becoming The Exception.
===============================================
Lesson 1: Database Marketing
===============================================
If I could sum up a sure-fire marketing program in 3 steps, here is what they would be:
Step 1: Identify new business opportunities
Step 2: Make prospects feel comfortable with you
Step 3: Find reasons for people to want to do business with you.
In this first lesson, we are going to discuss step #1. In subsequent lessons, we will move on to steps #2 and #3.
Let us agree that our primary objective is: To open up and establish relationships with some new accounts.
First, I would like to make a few assumptions:
* Assumption #1: Not enough people know you are alive.
* Assumption #2: People can't choose to do business with you until they know you exist.
* Assumption #3: As soon as they realize you are alive, they will forget that you are alive unless you make it your business to remind them that you are alive.
This "marketing stuff" is starting to sound easier than you thought, right? Stay with me. You haven't seen nothing yet.
Your goal now becomes elementary. You must tell people (and then remind them over and over and over again) that you are alive. Yes, it really is as simple as that.
My name is Mike Marchev and I am alive!
If nothing else, I want you to remember this:
"There are only two types of people. People you can help... and the other kind."
Mike Marchev
But if you are going to go through the pains of telling people that "you are alive", you might as well save your breath for those you actually care about, and I might add, have a reason to care about you. After all, you don't care if every single human being on the planet knows that you a walking, talking, marketing work of art. Focus. Another beautiful word is "focus".
So, let's decide who is qualified to receive your messages. It will help enormously if you focus on a well-defined segment. This is often referred to as "target marketing". The more clearly defined your targeted audience is, the better off you will be and the more money you will make. Key Point: Without (I am quick to mention) diminishing the numbers. There has to be a "bunch" of like-minded people in a given targeted audience to establish the group as a qualified target market. (You have permission, however, to include a single entry from time to time.) After all, it is your life, your database and your business. A database of "one" however, is really not significant when you come right down to it. I suggest a few more names over time.
Here is where "the numbers" still play a role in the overall size of your targeted zone. You know this already - everyone is not going to buy your act. Therefore, you must concentrate on developing a number of "targets" for which to point, and subsequently toss your darts.
You must begin to work diligently at capturing the contact information of each and every person who falls within your targeted zone. This is known as building your database.
What information do you really want to capture? The answer to this is "meaningful" information.
Of course you will need to capture the obvious:
• first and last names;
• addresses;
• phone;
• emails;
• areas of interest;
• affiliations;
• hobbies;
• pet ownership (no, I am not kidding here);
• fax # if you so choose;
• where they have been and where they want to go;
.... and any other information that you feel will be helpful sometime down the road. You don't need their shoe size or any other information that can't be used to further qualify your prospects unless you are selling socks.
Simply capturing and documenting this information is not enough. You must now find time to analyze what you have. You need to look for commonalities and trends. You need to group similar likes and dislikes so you can offer appropriate venues to groups who would be receptive and interested in the subject matter and destinations. (This is beginning to sound a little bit like work.)
For example: Those indicating an interest in golf might be receptive to learning about the wind-swept link courses in Scotland.
If you build your database carefully, you will benefit in direct proportion. Size really is of no consequence as long as the names on your list are accurate. Old names should be purged on a regular basis. After all, people change jobs and move on to greener pastures on a regular basis these days. Those remaining behind do not feel it is their responsibility to sweep up after those who left. Therefore, it is up to you to clean up your database as often as you possibly can.
This particular marketing tool (your database) will prove over and over again to be the most important document in your marketing arsenal. The cleaner it is and the more up-to-date it is, the more valuable it becomes. It also must be easy to retrieve to at a moment's notice. Then, it becomes your responsibility to protect your database with your life. Yep. I 'm suggesting you back it up and put the back up disc in a different location, other than in a separate file on your same computer.
I will say this again using different words and a different color. Copy it. Put it on a separate computer disc and place the disc in a separate location. I said "location." If your building goes down, you will be back in business within two hours if you still have a clean, readable copy of this information somewhere. Hardware we can buy. People we can train. But without "targets", and "prospects" and "customers" you have "bubcus" .... no future ..... no business.
Adding to your database becomes a life-long endeavor. It never ends. Day in and day out, you will be trying to add a few more names to this list. If you don't get your people thinking about adding names to this list, you are making a huuuu----mongous mistake. Everyone in your organization has the responsibility to build this document. This may not have been the case a few years ago when lines of demarcation were stringently adhered to, (accounting people counted; managers managed; and sales people saled -I mean sold.)
Today, all employees are in this mess together. You are all database mavens, enhancers and cultivators.
Remember, you must capture all the contact information you will need for future communication from only those prospects that make sense to you. Not everybody will, does, or should make sense. Be disciplined. Know who makes sense to you. And focus your efforts on only these people.
I want you to stop trying to be all things to all people from this sentence on. This mind-set, if you have it, is retarding your future growth.
Now that I have you thinking more clearly about your database, I think I will give you some time to think about it. This brings us to the end of today's lesson.
But before I go, I want you to check out a few resources that you might find useful. Stop by my Sales & Marketing Resource Center at www.marchev.net/store to check out a few sales and marketing tools I have available for only those people I can help.
There you will find information on:
• Become The Exception. This is a book about sales you simply need to read.
• The 52-Week Sales Planner: Incremental improvement works. This sales planner works.
• Gearing Up For a Better You: Attitude; Nutrition; Exercise = A Balanced Professional
• It's Monday and I'm Feeling Good: 52 life-altering stories with a message to live by. (Electronic edition)
Until next time, make every effort to make people you come in contact with happy they know you.
"Don't bother telling people your problems. 90% of them won't care, and the other 10% are glad you have them."
So you just don't have enough time?
Join the club. Unfortunately, this is not an exclusive club. You're in good company. This club may even be the largest one of its kind. Name one person you know who has time to do everything that needs doing. ............. I didn't think so.
Together, you and I are going to finally make your business start to "sing". Not with some magic act. But with solid, straightforward, marketing skills and tactics that will prove to be effective.
Bit by bit, lesson by lesson, we are going to slowly turn your organization into a well-oiled "marketing machine." But first, you must get one thing perfectly straight.
In addition to whatever business you are in, you are now in a new business - The Marketing Business. Success begins and ends with marketing. You may not want to come to grips with this right now, but if you are going to succeed in anything you choose to do, you better open up your thinking and start wearing the hat of a marketer.
If you are like the rest of us trying to find ways to feed our families on a regular basis, you are probably making a few mistakes that are standing in the way of you're becoming extraordinarily successful. We will try to identify those errors and eliminate them as best we can.
Your business is the most exciting business you will ever be involved with. It will come with plenty of action, full of "highs" and salted with a few "lows". No. More than a few "lows". Lots of "lows".
You will find that there are no guarantees and a few sleepless nights along the way. The downside can be minimized with a little emotional intelligence on your part ....with a little practice and a little homework. Let the games begin.
The first five lessons include:
1. Identifying a "dart board" you can score on. Creating Your Database.
2. Working an easy trust building strategy. Letters & Postcards .
3. Acquiring the "Halo Effect". Publicity .
4. The Rule of 7 and More. E-mail marketing.
5. Refining Your competitive edge. Your Three-Page Marketing Document .
Plus Two More Lessons
6. Marketing Mistakes You Must Avoid At All Costs
7. Putting It All Together: Becoming The Exception.
===============================================
Lesson 1: Database Marketing
===============================================
If I could sum up a sure-fire marketing program in 3 steps, here is what they would be:
Step 1: Identify new business opportunities
Step 2: Make prospects feel comfortable with you
Step 3: Find reasons for people to want to do business with you.
In this first lesson, we are going to discuss step #1. In subsequent lessons, we will move on to steps #2 and #3.
Let us agree that our primary objective is: To open up and establish relationships with some new accounts.
First, I would like to make a few assumptions:
* Assumption #1: Not enough people know you are alive.
* Assumption #2: People can't choose to do business with you until they know you exist.
* Assumption #3: As soon as they realize you are alive, they will forget that you are alive unless you make it your business to remind them that you are alive.
This "marketing stuff" is starting to sound easier than you thought, right? Stay with me. You haven't seen nothing yet.
Your goal now becomes elementary. You must tell people (and then remind them over and over and over again) that you are alive. Yes, it really is as simple as that.
My name is Mike Marchev and I am alive!
If nothing else, I want you to remember this:
"There are only two types of people. People you can help... and the other kind."
Mike Marchev
But if you are going to go through the pains of telling people that "you are alive", you might as well save your breath for those you actually care about, and I might add, have a reason to care about you. After all, you don't care if every single human being on the planet knows that you a walking, talking, marketing work of art. Focus. Another beautiful word is "focus".
So, let's decide who is qualified to receive your messages. It will help enormously if you focus on a well-defined segment. This is often referred to as "target marketing". The more clearly defined your targeted audience is, the better off you will be and the more money you will make. Key Point: Without (I am quick to mention) diminishing the numbers. There has to be a "bunch" of like-minded people in a given targeted audience to establish the group as a qualified target market. (You have permission, however, to include a single entry from time to time.) After all, it is your life, your database and your business. A database of "one" however, is really not significant when you come right down to it. I suggest a few more names over time.
Here is where "the numbers" still play a role in the overall size of your targeted zone. You know this already - everyone is not going to buy your act. Therefore, you must concentrate on developing a number of "targets" for which to point, and subsequently toss your darts.
You must begin to work diligently at capturing the contact information of each and every person who falls within your targeted zone. This is known as building your database.
What information do you really want to capture? The answer to this is "meaningful" information.
Of course you will need to capture the obvious:
• first and last names;
• addresses;
• phone;
• emails;
• areas of interest;
• affiliations;
• hobbies;
• pet ownership (no, I am not kidding here);
• fax # if you so choose;
• where they have been and where they want to go;
.... and any other information that you feel will be helpful sometime down the road. You don't need their shoe size or any other information that can't be used to further qualify your prospects unless you are selling socks.
Simply capturing and documenting this information is not enough. You must now find time to analyze what you have. You need to look for commonalities and trends. You need to group similar likes and dislikes so you can offer appropriate venues to groups who would be receptive and interested in the subject matter and destinations. (This is beginning to sound a little bit like work.)
For example: Those indicating an interest in golf might be receptive to learning about the wind-swept link courses in Scotland.
If you build your database carefully, you will benefit in direct proportion. Size really is of no consequence as long as the names on your list are accurate. Old names should be purged on a regular basis. After all, people change jobs and move on to greener pastures on a regular basis these days. Those remaining behind do not feel it is their responsibility to sweep up after those who left. Therefore, it is up to you to clean up your database as often as you possibly can.
This particular marketing tool (your database) will prove over and over again to be the most important document in your marketing arsenal. The cleaner it is and the more up-to-date it is, the more valuable it becomes. It also must be easy to retrieve to at a moment's notice. Then, it becomes your responsibility to protect your database with your life. Yep. I 'm suggesting you back it up and put the back up disc in a different location, other than in a separate file on your same computer.
I will say this again using different words and a different color. Copy it. Put it on a separate computer disc and place the disc in a separate location. I said "location." If your building goes down, you will be back in business within two hours if you still have a clean, readable copy of this information somewhere. Hardware we can buy. People we can train. But without "targets", and "prospects" and "customers" you have "bubcus" .... no future ..... no business.
Adding to your database becomes a life-long endeavor. It never ends. Day in and day out, you will be trying to add a few more names to this list. If you don't get your people thinking about adding names to this list, you are making a huuuu----mongous mistake. Everyone in your organization has the responsibility to build this document. This may not have been the case a few years ago when lines of demarcation were stringently adhered to, (accounting people counted; managers managed; and sales people saled -I mean sold.)
Today, all employees are in this mess together. You are all database mavens, enhancers and cultivators.
Remember, you must capture all the contact information you will need for future communication from only those prospects that make sense to you. Not everybody will, does, or should make sense. Be disciplined. Know who makes sense to you. And focus your efforts on only these people.
I want you to stop trying to be all things to all people from this sentence on. This mind-set, if you have it, is retarding your future growth.
Now that I have you thinking more clearly about your database, I think I will give you some time to think about it. This brings us to the end of today's lesson.
But before I go, I want you to check out a few resources that you might find useful. Stop by my Sales & Marketing Resource Center at www.marchev.net/store to check out a few sales and marketing tools I have available for only those people I can help.
There you will find information on:
• Become The Exception. This is a book about sales you simply need to read.
• The 52-Week Sales Planner: Incremental improvement works. This sales planner works.
• Gearing Up For a Better You: Attitude; Nutrition; Exercise = A Balanced Professional
• It's Monday and I'm Feeling Good: 52 life-altering stories with a message to live by. (Electronic edition)
Until next time, make every effort to make people you come in contact with happy they know you.
"Don't bother telling people your problems. 90% of them won't care, and the other 10% are glad you have them."
New Ship for Celebrity Cruises- the Quest
Celebrity has acquired another ship for its Expeditions fleet, bringing the total to three. Originally Renaissance Cruises' R7, and currently sailing for Pullmantur as the Blue Moon, the ship is slated to join Celebrity's fleet in October 2007 as the Celebrity Quest.
Before setting sail under the Celebrity Expeditions brand, the 710-passenger ship will undergo a month-long drydock to add 32 new suites. In addition, the ship will gain two specialty restaurants, new bedding and soft goods, as well as public areas that are popular on other Celebrity ships, including AquaSpa by Elemis, Cova Cafe, Michael's Club and Online@Celebrity.
The Celebrity Quest will offer 12- and 14-night Caribbean sailings from Miami to St. Barts, Guadeloupe, Dominica and Turks & Caicos in October and November 2007. In December 2007, the Celebrity Quest will reposition to Acapulco to operate 14-night sailings through the Panama Canal.
This is going to be a good option for those clients who want upscale cruising but also have been to most cruise ports in the Caribbean.
Before setting sail under the Celebrity Expeditions brand, the 710-passenger ship will undergo a month-long drydock to add 32 new suites. In addition, the ship will gain two specialty restaurants, new bedding and soft goods, as well as public areas that are popular on other Celebrity ships, including AquaSpa by Elemis, Cova Cafe, Michael's Club and Online@Celebrity.
The Celebrity Quest will offer 12- and 14-night Caribbean sailings from Miami to St. Barts, Guadeloupe, Dominica and Turks & Caicos in October and November 2007. In December 2007, the Celebrity Quest will reposition to Acapulco to operate 14-night sailings through the Panama Canal.
This is going to be a good option for those clients who want upscale cruising but also have been to most cruise ports in the Caribbean.