Diary of an Ad Man

December 4, 2008

How To Become Your Own "Marketing Genius"

Finally Revealed…

How To Become A “Marketing Genius” Even If You’re “Clueless” About Marketing. You Can Use These Ideas And Techniques For Any Kind Of Business, Although They Were Written For “MLM” Marketers. Let Me Explain…

Dear Marketing Buddy,

Linwood Austin here
From: Salt Lake City on a Sunny Afternoon.

If you’re confused about marketing your business in today’s world of “internet marketing”… “direct mail marketing”… “viral marketing”… “TV marketing”… etc…. I have good news for you.

Below you’ll find a link to what I feel is the best “All Around” marketing system you can find today. I’ve had my nose in marketing books for 25 years now.

I’m one of the top advertising copywriters in the country. I’ve created ads, sales letters and internet marketing that have generated millions upon millions of dollars in sales and profits… bringing in hundreds of thousands of new customers and repeat business for everything from furniture to cars to books to subscriptions to high-price seminars. You name it… I’ve created marketing to sell it.

The book I’m recommending to you below…  covers all kinds of sales and marketing tactics and strategies. If you want to WIN in the marketing universe with your product or service… I’m betting you’ll love this unique discovery….  no matter what kind of business you’re in.

You could be selling wine… shoes… professional advice…dating services… computer software… almost anything. You’ll find this 145-page downloadable book full of hidden marketing gems and insights.

Don’t be fooled by appearances… the book was written with “Network” marketers in mind. Yeah—that’s right. It looks like a marketing book for MLMer’s. (Multi-Level Marketing) But it’s really a book about marketing ANY PRODUCT or SERVICE. Let me explain.

The author of this book (Ann Seig) realized that most network marketers are totally clueless about classical direct marketing techniques. Most people who sign up for some MLM try to get their family and friends involved. After they run out of family and friends… THEY QUIT. They don’t know jack about attracting targeted buyers and a loyal following. They don’t know jack about MARKETING period. This book is like an advanced course in everything they DON’T teach you in the typical MLM… or in a typical business school for that matter.

Ann Seig discovered that classical “direct” marketing techniques are the only kind of marketing worth doing. Why? Because when you use “direct marketing” techniques you can instantly measure your R.O.I. (Return on Investment).

Using these kinds of marketing and advertising techniques on the web… in newspapers… in direct mail… etc., you can tell right away what your “cost per lead” and “cost per sale” will be. And when you compare that with your known “customer net worth”… you can make smart business decisions about ANY kind of marketing you want to do.

Let me give you an example of this: Stay with me on this thought… Let’s say you sell a product for $100. And your profit on the product is $50 bucks. If your customer only buys ONCE… then your customer’s net worth to you is only $50 bucks. If he buys TWICE, he’s worth $100 bucks to you. So… now you know you can spend up to $49 in marketing costs to get him to be a ONE TIME paying customer and you’re still $1 ahead in the game.

If you can make him a two-time buyer… your profits go from $1 on his first purchase to $51 in pure profits when you factor in the second sale— if your marketing costs were only $49 “cost-per-sale”.

This my friend… is just ONE topic covered in this powerful profit-generating, idea book. But that’s not all. There are tons of practical ideas and insights in this volume.

The book is yours for the small investment of $67. I’ve personally spent perhaps $10,000 on marketing books over the last 25 years. Some rare, insightful marketing books I’ve bought have cost me $500 or more. I can tell you this small price is nothing when you consider the fact that… the ideas you’re going to discover in its pages will help you avoid costly marketing mistakes from now on. PLUS—You’ll have the marketing tactics, marketing techniques and marketing strategies that will really help you skyrocket your profits in today’s difficult economy. Many of the techniques you’re about to discover can be implemented for ZERO DOLLARS. That’s right. You can increase your business without increase your advertising budget.

Face it… the companies who cut back on marketing during an economic downturn will suffer sales and profits. This guidebook will make you a “fearless marketer”. You will grow your sales and profits in spite of these uncertain times.

When you click on the link below… you can read the heavy-duty sales letter about this book. The sales letter contains a complete explanation and tons of testimonials. It should convince you that this is worth your time. And worth every penny of the $67 she asks.

After you get it… and read it… I want to talk to you about implementing any of the ideas you discover.

I’m excited to share this with you.

Yours for greater profits.

Click here:
http://www.linwood.therenegadenetworkmarketer.com/

Onward.

Linwood Austin
Marketing Consultant
Austin Marketing
Here’s my cell phone: 801-201-9026

P.S. One of the things you’ll discover when you download this ebook… are ideas about “viral marketing”. These are cheap but powerful ways to beef up your sales. Let’s talk.

ONE MORE THING. IT’S IMPORTANT: You could…. use this information to become a consultant.

February 23, 2008

Think And Grow Rich? NO! NO! NO! Instead: MAIL AND GROW RICH.

Filed under: Increasing Profits — linwoodaustin @ 2:58 am

Dear Friend,

I just shoveled the snow off the walkway for the third time this week. I came in to make some hot chocolate and found a note from my old buddy Ed Russo. He reminded me to tell you this: Mail And Grow Rich.

You see… You can think all you want… but sooner or later you have to ACT on your thoughts.

Years ago I hosted a weekly meeting of “get-ahead” friends who would read and discussed Napoleon Hill’s book (Think and Grow Rich). We would read one chapter and discuss it each week. When we ran out of chapters we veered off into other topics.

One night Dave was suppose to lead the group. He forced us to listen to a god-awful tape recording of old Mr Knightingale tell the world “It’s your attitude… you’ve got to have a good attitude”… etc.

At the end of the session… I said “Boys… it’s not in your attitude, it’s in your mail. If you write a killer, pleasant, persuasive letter that makes buyers buy from you (or a web site) then who the hell cares what kind of attitude you have?”

If the letter is charming, convincing, and asked for the order in the right kind of way selling the right product at the right price to the right crowd… have any kind of attitude you want. In fact a good marketing campaign will improve your attitude greatly.

Let’s talk.

Linwood Austin

801-201-9026

PS: If you have a good attitude and you talk to people, you can only talk to 20 people a day… belly button to belly button. But if you have a good piece of mail, you can zip it out to 200,000 people a day. It makes all the difference in the world to your attitude.

139 Marketing Questions Any Serious Marketer MUST Ask.

Filed under: advertising,Increasing Profits,Marketing Secrets — linwoodaustin @ 2:53 am

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If you did not make all the money you wanted last year…

These questions could reveal a new plan for big profits this year. Go over these 139 questions and then call me – on my cell. From Linwood Austin Cell: 801-201-9026,yourlinwood@gmail.com

Name: _____________________________________
Company Name: ______________________________
Address: ___________________________________
City, State, Zip: ______________________________
Telephone: _________________________________
FAX: _____________________________________
Owner/President: ____________________________
Ad manager/marketing director: __________________

 

1) What kind of business are you in?

Retail? Mail Order?
Wholesale? Service Business?
Manufacturing? Professional?
Distributorship? Other?

2) Products or services offered: _____
3) Years in business: _____
4) Is your business local, regional, or international? _
5) Branch offices: _____
6) What do you ultimately want out of your business, and how do you plan to get it? _____

General Marketing Information

7) What is your UNIQUE SELLING PROPOSITION (What makes you distinctively and uniquely different from your competitors)?
8) How did you arrive at it?
9) Price ranges: _____
10) Profit margins: _____
11) What is your annual gross revenue? _____
12) What is your fixed monthly overhead? _____
13) (How much of your overhead depends on volume)? _____
14) Advertising budget for the year: _____
15) Who are your direct competitors? ____
16) What do you offer that they don’t? _____
17) What is their biggest failing? _____
18) What do they offer that you do not? _____
19) How much per year do you spend in:

TV? Radio?
Newspapers? Direct mail?
Telemarketing? Yellow pages?
Trade Shows? Internet Marketing?

20) Briefly describe your marketing program.
Are you using a mix of Direct Marketing, Brand Marketing and Buzz Marketing?
21) How much volume do you do each month (both in dollars and units sold)? _____
22) Do you want more volume or more profit on the same volume? _____
23) How much of your time each month do you devote to marketing? _____
24) Do you test your ads, web sites and other marketing efforts? _____
25) If so, what did your tests tell you that you didn’t know before? ___
26) How do you capture the names, addresses and phone numbers of all your customers and prospects? _
27) What is the current size of your customer list? _____
28) How often do you mail to that list?
29) What is your biggest and best source of new business? _____
30) Does your advertising seek to bring “sales” or “leads”?
31) How big is your prospect universe? (How many potential customers are out there for you right now?)
32) What is your most successful selling effort to date, and why? ___
33) What has been your biggest failure, and why? ___
34) What is your biggest marketing challenge? _____
35) If you had as much money as you wanted, what would you do to improve your product?
36) If you had as much money as you wanted, what would you do to improve your marketing? ___
37) Do you have a marketing plan written out and adhered to? _____
38) Do you have a spreadsheet whereby you can predict the effects of numerous variables on your business?
39) Can you handle a sudden increase in sales
(if that’s what you want)?
(Note: Front-end profits are those profits made from first-time contact with customers or prospects. Back-end profits are those made from the 2nd, 3rd, etc. contact or sale.)
40) What percentages, of your profits, are made on the front-end? ____
41) What percentage on the back-end? ____
42) What rented list(s) have been most successful for you so far? _
43) What is your natural sales curve for the year?
Jan Feb Mar Apr May June July Aug Sep Oct Nov Dec
44) What is your selling season, if any? _____
45) Are you selling something you love? _____
46) What do your customers really want? _____
47) Why do they buy from you? _____
48) What is your customer attrition rate? _____
49) Is that normal? _____
50) If it’s too high, what do you think it’s due to? _____
51) If it’s lower than average, why? _____
52) Are your customers direct-responsive? _____
53) What problem does your product or service solve for the customer? __
54) Key BENEFITS to your product/service. Please list at least 6:

1
2
3
4
5
6

55) Please list the PRODUCT POINTS or service facts that make those BENEFITS believable.
56) Are you able to target your market with pin-point accuracy?
57) Do you have a testimonial file of satisfied customers? _____
58) Do you have a system in place for soliciting or capturing testimonials? _____
59) Do you have a system for generating customer referrals? _____
60) Briefly describe the niche you fill in the marketplace. ___
61) Briefly describe the niche you fill in the customer’s mind. ___
62) Do you have endorsements from authorities or famous people?
63) What is your business philosophy in relationship to your customers?
64) What guarantee or warranty have you offered in the past?
65) Do you have a sales force to follow up on leads generated?
66) Do you sell your product/service by itself or in combination with other items?
67) If so, what combinations?

Space Advertising

68) Are your ads working?
69) Do you use direct response advertising?
70) If not, why not?
71) What is your advertising philosophy?
72) Do you create your own advertising or have an agency do it?
73) If you use an agency, are you satisfied with them?
74) Approximately how many ads do you run per month?
75) What is the return on investment for your ads?
76) What is the cost per thousand for your ads?
77) How much do you spend to bring in a new customer?
78) Do you use two-step advertising?
79) How much do you spend to bring in a lead?
80) What’s your conversion ratio?
81) What is your cost per sale?
82) How much does your conversion cost?
83) If you test, what do you test?
Copy ? Media ?
Offer ? List ?
Price? Other ?
Direct Mail
84) How much prospecting mail do you drop each month?
85) Do you use a list broker?
86) What is the cost per thousand for our mailings? _____
87) What is the return on investment for your mailings?
88) Do you create your own direct mail packages or hire an agency or freelance writers?

The Back End

89) What is the “lifetime value” of your typical customer?
90) Do you have your customer list on computer?
91) How often does a typical customer buy from you?
92) Have you ever tried to reactivate your former customers and non-converted prospects?
93) Do you rent you customer and/or prospect lists?
94) In what ways do you try to up-sell and/or cross-sell your customers?
95) Do you make consistent efforts to educate your customers?
96) Do you need to make money on the front end or are you satisfied with only making it on the back end?
97) After the sale, what do you do with the customer?
98) When was the last time you introduced a new product or service to your market (both existing customers and prospects)?
99) Do you do anything at the point of sale to increase the order or add on other products or future products or services?
100) How often do you communicate with your customers?
101) Have you segmented your potential market (as well as your customers) according to the various needs of different groupings of people? __
102) Do you use the “80/20” rule in your marketing (80% of your sales come from 20% of your customers)?
Sales
103) Are your salespeople salaried or commissioned or both?
104) Do you use independent sales reps?
105) Do you work through dealers?
106) Is your customer service prompt and courteous?

107) How long does it take you to fill an order after you receive it?
108) Is “buyer’s remorse” a problem for you?
109) If so, how do you overcome it?
Advanced Marketing Techniques
110) Do you do joint ventures?
111) What have you tried?
112) Did it work?, If not, why not?
113) Have you ever created proprietary concepts or ads or mailing pieces that could be sold or licensed to other businesses outside your marketing area?

115) Have you ever tried to sell these ideas?
116) Do your vendors have a direct financial interest in your growth and ultimate success?
118) Have you ever tried “per-inquiry” advertising (paying per inquiry or sale produced by an ad)? If so, how did it do?
119) Do you use a public relations strategy to complement your marketing?
120) Have you ever tried selling your non-converted prospects to your competitors?
121) Do you ever barter your products, services. or assets with other companies in exchange for their products, services or assets?
122) How do you usually get out of a bind?
123) Do you use bonuses in your sales propositions?
124) Do you use risk-reversal in your basic sales propositions?
125) What kind of guarantee or warranty do you give your customers?
126) Do you buy from your competitors to keep track of what they’re doing right and what they’re doing wrong?
127) Do you provide incentive bonuses to your employees for creating new and better marketing methods for your company?
128) Do you actively pick the brains of experts in your field and other fields related to yours?
129) What restrictions are there on your marketing effort? In other words, what can’t you do even if you wanted to?
130) Have you asked your customers what they want?
131) Have you done a customer survey?
How many sent? __ How many returned?_____
132) Have you done a customer list analysis?
133) Are you charging the right price? (How did you determine your products price)?
134) Does your product move a customer away from a pain emotion or toward a greed emotion?
135) Is your market place growing, shrinking, or staying static?
136) How many employees do you have?
137) Is your product a “brand name”?
138) Is your product technically easy to use?

139) What do you most want to get out of your involvement with Linwood Austin?


Please return this form with 3 or more of your current mailing pieces or other printed sales material. Please note: This information will be kept in strict confidence. I will call for additional information I may need. This is enough to at least begin a strategy.

November 13, 2007

An Open Letter To Anyone Tempted To "Self-Publish"

Filed under: Business,Increasing Profits,Uncategorized — linwoodaustin @ 2:56 am

An Open Letter To Anyone Tempted To “Self-Publish”.

Especially if your name is C. Ben Bosah

http://online.wsj.com/public/article/SB119491241020490592-RpKsYFSYTe1HHIgYVPxZQBrU8FI_20071212.html?mod=tff_main_tff_top

The above link is an article from the Wall Street Journal about a fellow who got hammered in trying to self-publish a book.

The article discusses various aspects of “normal” channels of getting your book into the public hands. But I’m scratching some notes below to show you that there could be another way to publish… or “self-publish”.

1. Never write a book until you know there is a market for it.


2. You can prove to yourself the size of a market by hopping on down to your local library and looking at the SRDS book of mailing lists. It’s as thick as the NY phone book. But it contains hundreds upon hundreds of mailing lists you could rent. It has everything from hunters and fishermen… to subscribers to Catholic magazines. It has business opportunity seekers who have recently bought a course to learn how to buy real estate for nothing down… to multiple buyers of weight loss pills. As your thumbing through the book… have a scratch pad handy. Add up the amount of names you come across. Under the business opportunity seekers section there are some 5 million names that pop up every year.
3. You want to compare the names available to the type of book you want to self publish. If the target audience is big enough… proceed.
4. Next, you may want to rent 5,000 names and send a direct mail package to them, selling your book.
5. Can you price your book so that you can live with a 1% or 2% response… and cover all your mailing costs?
6. Are you taking a long-range view with this book of yours? Or is that a one-time deal. Typically speaking, the successful publishers live for the “back-end”. That means, they might even lose money selling by mail… at first. But they make it up by selling more… books… or more expensive information packages to their first-time buyers. They live for the second-time buyers. They make even more money by renting the mailing list. I know one fellow who has about 150 books he sells by mail. All are HOW-TO books. He has about 5 million names. He rents his names to everyone from insurance companies to Oreck Vacuum cleaners. He does about 11 million a year in gross sales with double digit year-end profitability.
7. Years ago, direct mail publishers used to do “dry-runs”. They would mail out a letter offering a book on a specific topic. If they got enough orders, they would hurry and write the book. If the orders were too few, they would return everyone’s money and go on to another project.
8. I have a method of taking the pulse of the target audience BEFORE you publish… and of finding out HOW MUCH money your target audience would be willing to pay for your information.
9. This form of marketing does not work for novels. But for HOW TO books. How to invest… how to seduce women… how to start a business… how to lose weight… how to fix a computer… etc.
10. Direct mail is a fine way to market this information… but direct response TV and radio and web marketing are good too. However… if you’re going to publish and your aim to go up against major publishers who have systems and procedures in place to get books placed in big-named book stores, with PR, distribution… timing… etc… you’ve got your work cut out for you.
11. In some cases you can do both… you can run “direct response” advertising… selling the book direct… while at the same time selling through the local bookstore. Historically the direct response marketing will drive sales at the outlet too.
12. There are plenty of marketers selling ebooks… with no printing costs.

Just thinking.
Call me if you want help with direct marketing.

Linwood Austin
801-201-9026

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