Blue Ocean Projects
Blue Ocean Transformations are reserved for special clients.
The clients looking for proven techniques to get to the top – and stay on top – in any market. They turn a “me-too” commodity product into a “must-have” value-based product that your customers will pay a premium for. You use these techniques to blast past the competition, not by going head to head, but by making the competition irrelevant.
Ultimately, you have more customers giving you more money, more often…
…at greater margins…
… without endless sales objections or cutthroat negotiations.
Blue Ocean Strategy concepts, in their current form, began almost 3 decades. But the principles date back to companies dominating markets during the Industrial Revolution. There are 2 books and dozens of papers authored by the originators of the Blue Ocean name. Google Scholar shows 754,000 results for academic papers referencing this concept. The techniques are well- known, proven, and immensely useful for the savvy business owners who recognize their potential.
Although the topic has become mangled as it’s become more popular, we’ve developed and refined 17 strategies to use these principles in any company in any industry.
Here are a few examples.
Boost Product To Top Spot And Command Premium Price
Transformed a technology product used by NASA into a high-end solution for resorts using Blue Ocean techniques. Leveraging innovation research commissioned for luxury products, moved the product to the top of the value ladder with a new price tag of a 1,000% premium over the original price. Sold a package to a Florida Gulf Coast luxury beachside get-away in less than 60 days after the re-launch.
Establish Global Authority For Product With Little-Known Name Recognition
In a multi-billion dollar market, repositioned a commodity product into a “spin-off” brand. Was able to gain recognition almost immediately, including write-ups from Cambridge, MA analysts covering the industry. Time to launch was 6 months. The work included investigative research into the customers and market, message testing, and building out the infrastructure for the website, video, email marketing, print materials, and trade show promos.
Deploy Our “Gumbo Strategy” To Attract Attendees From Two Distinct Audiences...
…and Get Money From Both For this project, deployed 7 strategies at once to stimulate demand and create a buyer frenzy. Pulled people from up to 100 miles away to an event and packed out the room. The overwhelming success inspired management and spawned a series of related events to create a new revenue stream for the company. This is a secret technique of ours. We combine marketing strategies from several disciplines, including behavioral economics, social psychology, digital marketing, and technology, then stack them together to create oversized results. It’s named Gumbo Strategy because creole gumbo combines ingredients to produce a flavor more powerful than any one single ingredient.
Before you read on...
As you read this list, allow me to place a thought into your head…
…or, in this case, prevent a thought from spreading.
One of the top questions I get from prospective clients is this:
“Yeah, those results are amazing, but will it work in my business?”
There are two answers.
Without knowing your business, the first answer is “Yes*.”
Why the asterisk?
Because after almost 3 decades of business expansion and marketing work, we found these techniques work in all businesses we’ve worked with.
And I know this not because I’ve worked in all markets (no one has…), but because I’m a student of business history. And after reading tens of thousands of pages of biographies and historical accounts of business giants and radical thinkers, you begin to see patterns.
And these patterns have worked in all industries I’ve worked in so far, including the ones where I had limited direct industry experience. In those situations, I work hand in hand with senior management and the owner to build growth campaigns specific for their company and their industry.
To find out if it will work in your business, we’ve developed a short cut.
It’s called a ‘quick start’ call and we use it to find out if the strategies are appropriate for your business. You can find out more by clicking here.
And… sometimes an executive or senior management official will contact me to work with their company. If you aren’t the owner or you’re a partner, then please make sure you grab the other decision makers so we can go through all the details together.
Click here to learn more about the call.
Back to the list…
Created Custom Premium VIP Program
American Express made $47 billion dollars in 2019.
Want to grow that big? Me neither.
That’s a metric ton of money but also sounds like a recipe for headaches.
Anyway, here’s one way that brought them billions that you can use yourself, but you can turn it off before you turn your company into a giant corporation.
Back when AmEx was starting, they needed a way to people in the door and start spending. For one campaign, they used an innovative approach to bring in a billion dollars over 12 years from 280 million people. They created a VIP program for their users. You can borrow that concept.
For a local company, we created a special VIP program to sell premium priced products. Originally designed to be a monthly in-store only program, the first night it launched, one person asked if we could do it more often. Here’s the best part. The campaign was done using email and was done using their existing marketing spend. This concept is simple, yet could be replicated for any business. If you’re extremely savvy, you could even do an VIP program alongside an ELITE program, which would be an even more premium version of the program.
Create Premium Ticket, Sold-Out Show - Flooded Store with Calls, Requests, and Reservations
A local business owner wanted to bring in a higher quality audience in larger numbers. So we created a unique showcase to draw a crowd. We developed the concept for exclusive ticketed event that included a 4 course meal and entertainment. With 2 seatings in a single night, the campaign sold out both seatings. Results were oversized demand for tickets at a 30% premium. Repeated event 5 times, with similar results for each show. Proof that these techniques work on businesses of all types and sizes.
One Final World On Blue Ocean Strategy Projects...
As you read in the beginning, the ideas behind these successes have been around for 3 decades. The principles have been around even longer. If you are considering these techniques, here’s a driving idea you should use:
Think big, start small.
Here’s what that means.
It is better to get something done and launched, then keep it unreleased while striving for perfection. If you have an idea, scope it out, then execute on it in small steps.
Or, to say it another way, if you’re going from ‘1 to 100’, execute and release in steps of 1-10, 11-20, 21-30, and so on.
Not only does this allow you stay flexible along your path to success, but it gives you the ultimate advantage. You can get started while everyone else is sitting on their hands in the planning stage.
Remember – money is attracted to speed. So get moving.
If you’d like to see if there a way I can help, you can visit here to schedule an appointment.
Results, Wins, and Other Projects
International Consortium Launching From Japan Into The U.S.
Goal: Put technology big-wigs into a room to hear a fundraising pitch. The campaign attracted tech industry executives with budget approval to gather in a room and listen to a presentation for raising capital for expansion into the United States. The multi-step campaign consisted of a 2-page letter, postcard, targeted landing page, email followup, and a DVD with messaging. Results were a standing room only crowd full of executives from tech giants like Intel, Motorola, Microsoft, and more. Wired Magazine also sent a reporter to the event.
Digital Media Company Turnaround
Took small digital media, website development, and video company from losing money to it’s best year ever. Took over company as general manager: fixed outgoing cash, fired deadweight staff, re-designed work flow, hired new employees, and renegotiated contracts for better terms. Marketing campaigns launched a few product, fixed positioning, and repaired sinking margins. Within 90 days, company has stabilized. Within 12 months, surpassed revenue targets.
Local Business Seeking High-Value Clients
Local business wanting new growth by finding clients willing to spend more money with them. Developed a multi-step method of print letters, a premium report, and handwritten notes. The full campaign combined print, web, and telephone recordings. The target audience is business owners and the product price point was $2,000 – $3,000. An early version pulled a 20% response rate.
How To Get People To Your Event
For 17 years, we’ve been packing out events and fundraisers using a combination of traditional and digital marketing methods.
Depending on the event, crowds range from a few dozen to hundreds. Event types vary from fundraisers to private ticketed events to food gatherings to training sessions to holiday specials to seminars to live music performances.
There’s a customized event marketing playbook consisting of dozens of techniques to drive people from seeing it on their cell phone, to telling their friends, to showing up at the event ready to have fun and spend money.
Techniques used are similar to the ones billion dollar companies use in their own events… companies like Apple, Google, Amazon, and Facebook. My techniques are scaled down to work with regional and local companies to pull in people from 10 to 200 miles around their home office or venue.
Most recently, we’ve shifted our techniques to more online and digital audiences. You can find out more information about the bottom of the page.
Lead Generation Site for Small Businesses
Designed and built a micro-site targeting local business owners using Groupon. The incentive was a free report on using Groupon the right way, which was offered behind an email signup. The PDF and email campaigns ended with a pitch for a consulting class. The total package price was between $3,000- $4,000.
Filling Up a Training Course for Technical Buyers
A campaign for a seminar training to engineers and programmers. The classes were offered in a classroom setting in a standard hotel conference room. Media was multi-step print letters, a small brochure, a postcard, and email reminders. The campaign packed out 4 separate training sessions lasting 2 hours each session.
The audience worked in a large corporations so the campaigns was written for two audiences in mind. (1) The software engineer attending the program and (2) the boss / manager who was required to approve the expense for registration and travel.
We hit about 90% capacity, which we considered a huge win because the tech audience are such skeptical buyers. If you can sell product to software engineers, you can sell anything.
How To Double, Triple, or Even Quadruple The Number Of People Who See Your Brand
Create your own Brand Announcement Channel to tell the world about your product. Here’s what that means. Combine well-known, high traffic digital properties into a distribution service for your brand and your company. Combining them together creates your own digital media channel for spreading company news. Because your message is spreading out, your total audience could double, triple, or even quadruple what you are reaching today. Automating these steps with technology means you reach a larger audience without extra effort, extra hours, or hiring more staff.
This unique mechanism was developed after years of working in driving people from digital advertising to physical locations. The technique works for almost any business for reaching more customers. Will work for digital products, events, brick and mortar locations, and physical stores.
Lead generation – Engineers, Nanotechs, Geeks
Engineers and technical minded people are the most skeptical of all skeptics. We’ve put together several lead generation campaigns for engineers, nanotechs, programmers, and geeks. The services have been tech services, consulting, marketing tools, and more. If we can reach them, we can reach your audience.
Tool To Close More Clients
Transformed a typical company proposal for services into a tool to accelerate the closing of the sale. The boring proposal format was replaced with summary topics, benefit statements, and customer focused copy. Company says customers more open, willing to listen, and keeps discussions moving forward between two parties.
Rebuild Your Reputation
Boosted online reputation for a local company. Educated executive management on importance of reviews and how online reputation effects social media, search engines, and word of mouth. Produced ideas on how to explain these concepts to staff. Reviews improved in 6 months from low ratings to over 4 stars, with consistent reviews of 4 stars and 5 stars. Resulted in higher visibility and more website visits leading to increase in foot traffic, phone calls, and sales.
Surprisingly, reviews need not be outstanding. According to research, customers who find a few 1-star or 2-star reviews sprinkled among the list consider the company as more authentic. Consumers realize no business is perfect. If a company has only 5 star reviews, then visitors believe the reviews are fake.
The 7 Day Client Getter Campaign
Get new clients in the door in less than 7 days. It’s a proven email method deployed in dozens of industries. Useful for cash flow injection and getting people in the door within one week of the start of
the campaign. The model works as is, but can be modified for special circumstances.
The system works year round for boosting in-store visits, booking more face to face appointments, and setting up first time meetings for future deals.
Results vary according to product and service. One client had bookings in the first few days and two months of recurring appointments. Another client used it to book meetings and claims $175,000 of down line business from those meetings.
Very powerful tool to get fast results and cash in the door. It can be adapted for any business. This model is featured in my email marketing book.
E-Commerce Profits
Ran PPC ads and used SEO to bring new clients to an online e-commerce sites selling products nationwide across the United States. We identified the top performing keywords, then filtered down further using trade-offs between price and profit margin. As competition increased, we deployed a special technique called inversion, where we shift the media buy to high-margin items. Cart value remains steady, but the company experiences healthier margins because of the strategic choice of keywords. While everyone else in the industry was battling over low-margin products, we shifted to bringing in dollars at a profit.
How To Reclaim Lost Money With A Re-activiation Campaign
Most owners believe customers come back on their own. This is wrong. The truth? Anywhere from 25% to 50% of your customer base is always moving away from you. Customers get initially excited about your service, then lose interest or become distracted. This happens to every company.
All is not lost. You reclaim lost customers by running re-activation campaigns. For one client, we brought in dozens of “old” customers for an offer that ran for two weeks. One customer said, “We’re so glad you reminded us, we’d forgotten you were here.”
This sums up the power of the re-activation campaign. Re-activation campaigns can run several times a
year. It’s the cheapest way to bring in “lost” money because these old customers already know your name and reputation.
Driving Traffic For New Customer Acquisition For National Non-Profit
Email campaigns are a key component for attracting new members. Email is the most effective – and least understood – method of new customer acquisition. Email was used for a national non-profit for multiple events to attract attendees to fundraising events for donations and new member sign-up. In one instance, membership grew 200% over 18 months. Quote from Exec. Director – “I don’t know how you did this, but this is outstanding.”
Email Marketing For Client Acquisition
For a consulting group, an email campaign resulted in industry-busting 70% response rate for meetings and client appointments. The campaign resulted in a backlog of work. The response was so overwhelming, future emails were staggered so the company could handle fulfillment and keep up with new meetings.
Boosting Regional Outreach To Reach 1,000 New Pre-Commitments
Created and ran an email campaign to reach customers in a regional area. Goal was to get 1,000 commitments for a complex sale. It was a ‘bolt-on’ campaign to boost results without interfering with
their current efforts. It was used to magnify the work they were already doing. After the campaign, many members agreed the email campaign was powerful and cost-effective. One member declared it as the cheapest per lead acquisition they had used to date. This model was featured in my email marketing book.
Niche Market Lead Generation
Built a customized automated system to generate leads, establish expertise, and get new customers. The system has been replicated in multiple markets. On average, leads start coming in within 2 weeks. For one client, the first lead hit his Inbox within 24 hours of launching the system.
Filling Up a Trade Show Booth
To encourage trade show participants to visit a vendor booth, an email campaign was created to announce and drive visitors. List was segmented by market, by occupation, and by title. The emails targeted each sub-list. Messaging was personalized to each sub-list.
Getting Busy People To Become New Customers
Start with the end in mind. People are incredibly busy and going to your event is really the last thing on their mind. To boost the show up rate at an event, begin your planning with this question, “What can we do to make it a no-brainer to show up?” Answer that question and the rest is a cakewalk. For 3 fundraising events, an email series was created to spread the word, encourage participation, increase donations, and to commit to attending. The goal was not a verbal commitment, but putting butts in seats. All three events packed the room. For one of the events, the owner commented, “How in the world did you get so many people here?”
PPC In A Niche Market
Google Adwords allows you to reach 90% of the people on the web. That number, according to research, is over 6,000,000,000.00 searches a day, or four million searches every 60 seconds. Best of all, these customers are eager to buy from you because they are actively looking for your product right now.
It even works in B2B niches. For one business to business client selling industrial products, we used Google Adwords to bring in hundreds of new orders and tens of thousands in new sales. The ads ran nationally across the United States to business buyers purchasing industrial materials. These techniques can be expanded to any market.
Next Steps...
If you have a successful business, are selling a complex product, and you are still reading this letter, then you’re probably interested in finding out more about working together.
Instead of trying to cram my schedule with new clients, I’ve created a special 12 week membership group that I’m trying out for a limited time to a limited number of entrepreneurs.
And I would encourage you to consider very strongly whether membership is for you.
If you would like to learn more about this membership, you can visit this page.
It will give you all of the details you need to make a decision.
Sometimes an executive or senior management official will contact me to work with their company. If you aren’t the owner or you’re one of many partners, then please make sure you include the other decision makers on the call so we can go through all the details together.
Once again, if you would like to learn more about this membership, you can visit this page.
Give Yourself 6 New Digital Marketing Powers
Welcome to a new world. A new world where you have control over the digital marketing that brings your customers to you.
In the next section, you’ll find the new powers that will make you superhuman when it comes to digital marketing. These are the 6 main categories for any successful marketing campaign being run by the superstars and big companies. What you’re about to read is based on 20+ years of tech knowledge, marketing knowledge, and business success (and lessons learned from failure.) These are factual, nuts and bolts categories that are directly responsible for increasing sales and profit margin.
They are:
Digital Traffic: Give yourself the ability to drive new people to your business. This includes both your website and your physical store. According to research, 97% of buyers visit your digital properties first before they make a decision to buy from you.
Creating Content: Free Yourself From Low- Quality Leads and Customers. When you use the right content strategy, you can have better quality customers coming to you. Ones who enjoy your service, appreciate your service, come back often, and tell their friends about you.
Media Buying / Paid Advertising: Make Yourself Disaster-Proof. Paid media is the most in-demand skill a business owner can possess today. And if you use it correctly, you’ll never have to worry about disaster again.
New Customer Acquisition: Give Your Business A New Set of Customers. It’s one thing to chase customers. It’s another to have them come to one. Because of the sheer volume of people on the web today, you can pinpoint your highest and best quality buyer, then attract them so that they’ll buy from you. Sound crazy? It’s not. I’ve done it dozens of times over the years.
Audiences: Give Yourself A Few Hundred Hours of Free Time, And Save Money While You’re Doing it. Defining your audience saves you tons of time running your marketing campaigns because you’re not chasing every dollar. And your campaigns are run more efficiently and at a lower dollar cost per acquisition.
Conversion: Put Yourself In The Top 2% of People Who Make The Most In Business. Want to know where the pros start in any new campaign? It’s not what you think. If conversation isn’t one of the first steps you tackle, then it should be. Otherwise you’re tossing good money after bad sending people to your store or website.
Read on and you’ll find insight and philosophy about each of these categories that you can use in your business.
Digital Traffic
Inside my head, when the light bulb went off about driving traffic on the web, I did what most business owners do – I saw dollar signs.
The idea of bringing tens of thousands of visitors to your website makes all entrepreneurs salivate in a Pavlovian way. The thing is, the treat for Pavlov’s dog was eventually swapped for a bell. Today, quality traffic has been replaced with a false signal – volume.
What was once an indicator of new customers, traffic is now just a vanity metric.
Now don’t get me wrong. If you’re looking for new sources of customers, there’s no doubt in my mind that you can triple or quadruple your business by ramping up your traffic game. You can verify this yourself by checking the business news in any given week. The business news is filled with companies who have mastered the traffic game. They quadrupled revenue because they focused on new traffic sources from platforms on the web.
For example, I met one guy at a conference a few years ago who took his fence building company from $800,000.00 to over $4,000,000.00 because he fixed his traffic sources. He claimed 50% of his success came from focusing on traffic. The other half came from delivering a quality service to the right people he pulled from that traffic.
Side note on this last part: testimonials and quality referrals make it easy to turn traffic into new customers.
After spending years of my life driving traffic through SEO, pay per click, Facebook, Google and other sources, I’ve noticed a shift in the digital landscape over the past several years. And it’s caused me to change my game.
To succeed in getting traffic, it’s best off not thinking in terms of traffic at all.
Here’s what that means.
Most traffic gurus describe traffic as a mechanical tool. They use terms like engine, system, and drive. I know this because I do it to. The difference is in my case, it’s done intentionally because that how most people think about it. In marketing, you must follow the conversation they are having in their head.
But once inside a client’s boardroom, I immediately switch gears.
Thinking about traffic as an engine is limiting. I suggest not thinking about traffic in mechanical terms, but instead think about traffic as a human being. On the other side of the click is a warm blooded person who is reading your copy and clicking through your website. If you are interested in claiming them as a customer, then start your assessment with the human aspect, not with the mechanical one.
If you’d like to find out more about getting traffic to business and how you can understand the human buyer on the other side of the click, then schedule a call by clicking here.
We’ll walk you through our Quick Start process to find out if more traffic is right for your business. Click here to find out more.
Creating Content
Here are some very, very, very, very, big numbers.
350 Million
10 Million
294 Billion
4.3 Million
Pages on the web
These numbers represent, in order:
– Photos uploaded to Facebook
– Hours of video watched on Facebook alone
– Number of emails sent each day
– Videos watched on Youtube… each minute!
These numbers represent new content being put on the web.
New content on the web has hit levels we never thought possible.
The numbers are so gigantic you might find it hard to wrap your head around.
If you convert the number of pages on the web to seconds and go back in time, then you would go back in time to where there was no written communication.
So yeah, big numbers.
When I give this example in interviews and to audiences, you can see their eyes widen and jaws drop.
The reason I tell you this is simple.
Gobs of content are being produced today.
If you think it should be on your agenda, you’re right – it should be. If done correctly, it works.
Content has been increasing for years. Experts are expecting it to grow even more.
Yet, savvy content marketers are already moving to a new phase in the world of content marketing.
When you find out what it is, you’ll finally be able to use these big numbers of content to your advantage.
Let me explain.
You’ve probably heard the term oversaturated.
You’ve seen it first hand in your own life.
Imagine you have a glass of water.
When you add a few packets of sugar to the water, the sugar dissolves.
But at some point, the water reaches a saturation point.
Add more sugar and it drops to the bottom of the glass.
In the world of content, the water in the glass is like your audiences attention span.
There is so much content in the world today, that new content is being ignored by your customer.
It’s falling to the bottom of the glass.
However, there’s a way to deal with this.
We’ve developed several methods for competing in a world that oversaturated with content.
We call it ‘buyer-ready’ content.
The name describes what it does, and it’s simple to understand.
Buyer ready content is a methodology for content creation to help you decided what content to product, what content to put in front of customers, and what content to close the sale. It’s content that your buyer is actively searching for before they can buy your product or service. It’s something we developed and refine over the years for clients.
If you’d like to learn more about buyer-ready content, then schedule a call.
We have a 17 point checklist we use with clients to find, identify, and deploy the top types of buyer reader content for their audience and buyers. Click here to find out more about becoming a client.
Media Buying / Paid Advertising
The best skill you can build in marketing isn’t a marketing skill at all.
It’s about knowing when to cut a campaign short, and when to put more money into the pot.
One will save your wallet and one will make you wealthy.
You see, for the next few years, the marketing talent in highest demand will be for business minds who know how to convert a dollar in paid media into two dollars (…or more) of purchases.
In other words, investing one dollar brings you two dollars of cash. Doubling your money beats any investment you could make in the stock market, the bond market, or even putting your money in a poker game.
And while the majority of the world thinks that advertising is all about being creative, in fact, the creative is only one small piece of the equation.
Paid media is more about your decision making process, not about the cleverness of your ad.
The best book on learning this method of thinking isn’t a book about marketing at all, it’s about poker.
It’s called Thinking in Bets, and in it world class poker champion Annie Duke discusses what and how to think about poker and shows us how to apply it to everyday life.
She uses her experience in poker as a method on how to think.
And her approach to probability thinking is the same way I approach paid media – it’s not about random chance at all.
In fact, there’s some risk you can eliminate to tilt the odds in your favor.
And in paid media, it’s even easier to give yourself some easy wins.
This isn’t just my opinion, it’s how the professionals in the industry think.
Last year, I was invited to a closed door meeting with 44 of the top media buyers from around the country. They were all in digital, and about half were doing print and radio. No one was doing television because the economics are too hard to make work. Which is the first lesson from that group. They all knew their numbers.
The second lesson is that everyone spoke in terms of test, trials, and roll-outs. The process was to take an idea and verify it to a small audience. As that made money, you build it up.
Not all of the campaigns are winners. – that’s what made the group so great – everyone shared everything, including the warts and the stinkers – That’s not what matters. What matter is that you test and you cut your losses before they eat you alive.
If you’d like to find out more about the ideas we discussed in that room and how I’ve used them with private clients, click here to schedule an appointment.
New Customer Acquisition
If you’ve been doing an amazing job of getting new customers and leads, here’s news you need to know.
The free ride is over.
With the shift online, voluntary since 1991, and now forced in 2020, each new days brings ten of thousands of new visitors.
There’s been a few waves of good times and bad times over the past 29 years, but all in all, it’s been easy up until now.
Now is when the real pros get to shine. And if you don’t have your A-game in play, then it’s going to be tough going.
If you aren’t seeing people, then your acquisition strategies are off.
Here’s what you might not know, according to research, a buyer spends 80% of their decision making process online, before they even make a decision to contact you.
That means that by the time they show up, send you an email, or call you, they’re almost ready to make a decision.
It also means that if you aren’t getting calls, then you’ve been cut from consideration.
With everyone moving online, if a flood of emails is hitting your Inbox, then that’s an indicator that your customer acquisition is dialed in.
If you aren’t seeing new customer inquiries every day, then read on.
Broadly speaking, customer acquisition is one part math, two parts consumer psychology.
Revisit the list of projects above and you’ll see the results of doing the math before you start the project. Before each of those projects, there was some sort of math and psychology.
There’s several aspects of great acquisition – targeting, lead generation time, incubation, RFM – and that’s only a few.
An important one is monetary value, it’s the “M” in RFM.
A first time owner thinks of monetary value as the first transaction.
So they’ll try to minimize their acquisition cost, because they’re trying to make that first transaction profitable.
Savvy owners think in longer terms. The amount of money that is coming over the entire lifetime of them being a customer.
Think restaurants.
A naïve business owner believes a first customer is only worth a $17 meal, so tries to spend as little as possible to get them in the door, because the margins on a $17 dish are so tight.
But…
A sophisticated business owner? One who understands the concept of lifetime value… how do they think?
A sophisticated business owner knows that on average, a customer will return 10 times during the year, so the total income from a single customer is $170, up from $17.
So you’ll be able to spend more to acquire a customer, making it easy to beat the competition.
Acquisition match is all about how much is cost to get a new customer brings to a company.
And if you estimate the lifetime value of a customer, then you are in much better shape from the beginning.
Here’s another example. Let’s say that a customer will spend $50 dollars with you on their first visit.
So to get 100 people in the door, you’re going to get $5,000. That’s fine. But what’s really important is that a certain portion of these people are going to be spending more money with you.
So, let’s say that they will come back to eat with you 3 times in a quarter. So really, you’re not getting 50, but you’re getting 150.
Can you see how this changes the math completely?
If you do, and you’d like some assistance working on your customer acquisition strategies, then you might be interested in our quick start program.
Also, it’s not all about math.
We’ve developed a series of principles pulled from behavioral economics, buyer psychology, and decision making research on how best to craft messages, offers, and more for your customer. Find out more by scheduling an appointment call.
Audiences
Do you have the courage to make a million dollars a years in your business?
If so, then this one technique is a must for your marketing toolkit.
It’s meant for the ambitious business owner, who sets big goals and then begins to execute on them immediately.
It’s meant for the marketing-minded business owner, who knows the role of marketing is to bring in high value customers with high lifetime orders.
It’s meant for the customer centric business owner, who understands building a company comes from providing value first, from a quality product and service.
And it’s absolutely meant for those who want to know more about your customers.
After 20 years in business and marketing, working with billion dollar companies and small start-ups, this one technique will change your trajectory.
There are 7 steps to this and they’ve been pulled from tens of thousands of hours of study, thousands of hours of meetings, and extensive study of the top business minds alive today… and of business history.
If you learn these – big promise, big promise
There are 7 main things to consider.
Here are 4:
– Graduate from demographics – Right now, you shouldn’t be relying on only basic demographic data. Move beyond basic gender and age. The key is towards interests, behavior, and past visits to your web properties.
– Emotional Decisions Are Key – After decades of scientific study, the facts are conclusive. Humans make decisions using the emotional parts of their brain. This does not mean logic is ignored, only logic is a secondary role. In other words, logic is in the passenger seat when it comes to the human brain.
– It’s best to be distinctive, not different – Because of the immense number of choices available today, it’s impossible to create a completely new and unique service. Turns out, to hit your million dollar goal, it’s not needed. Customers today don’t need your service to be different, they only need it to be distinct. This lowers the bar tremendously on your service delivery and means you can make money faster without spending a fortune in research, design, and development of products.
– Loyal buyers also purchase from your competitors – In a shocking study, it was found that customers who called themselves ‘loyal’ to a particular brand admitted to buying from a competitor within the last 12 months. This revelation means a lot. For the ambitious entrepreneurs wishing to hit a million dollars, it means this – You can easily steal customers from your competition.
There are 3 more tips available in a presentation. But this presentation is not for purchase or public consumption. It is provided to clients only. If you would like view this presentation, then you can contact me here by clicking this link.
Conversion
Imagine if you could get your hands on a clone of the world’s greatest salesperson.
One who could close 8 out of 10 people. And they would close the sale ethically, in a way that actually makes the customer happy.
Imagine that. You send every single customer you could find to this superstar closer and she would turn them into a customer like clockwork with an 80% success rate. If you had this person, you would be over the moon.
With this superstar on your team, ceteris paribus, you’d hit your previous year’s revenue goal… in only 6 months.
I can’t give you this clone, nor even find a human being who is able to do this day in and day out, 24 hours a day, non-stop for a year, even on the weekends.
But I can show you the principles behind making your marketing campaigns do it.
The real power of conversion comes from the study of efficiency.
Applying the concepts of efficiency to customer conversion is closest thing you’ll have to building a human clone of the best salesperson in the world.
In fact, it’s even better because once you build it, a converting campaign works for you non-stop. Technology does not require sleep nor food.
The concept is a bit long to describe, but I can give you a tidbit.
It’s called “Muda”
And almost every conversion technique you’ll find in the world is based around this concept, even if they don’t know they’re doing it.
And while the word may be foreign to you, the concept it not.
The word simply means ‘uselessness’ and in conversion marketing, it means the difference between a 2% conversion and an 8% conversion rate.
We’ve developed a series of concepts and checklists that you can use in your own marketing to find out these spots, including the top 20 or so of the most common areas that are completely useless in your business. And it is sent exclusively to clients in the first week we work together.
If you’d like to find out more and how this could apply to your company, then click here and schedule an appointment.
Become a Client
It’s easy to find out if these techniques will work for you.
For a no-risk phone appointment, we’ll go over your business.
The call is painless, it’s informative, and it’s short – only about an hour.
We use the call as a ‘quick start’ to find out if these strategies will work in your business.
You can find out more by clicking here.