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DuctTapeMarketing.com
July 12, 2004
In this issue:
Featured Resource - Referral Flood -
John Jantsch
Featured Tip - Make Your Marketing Habit
Forming
Featured Reading - Getting Things Done -
David Allen
Featured Listening - Sweetwater - Tres
Chicas
Need To Generate
More Referrals?
Referral Flood has officially launched.
If you want to generate more referral business, then you need to
seriously consider this ultimate guide to referral marketing.
Referral Flood is a 118-page manual and workbook, over 4 hours of audio
CD training, and a toolbox of referral marketing tools including
letters, postcards, referral cards, and other referral marketing tools.
Until July 15, my readers can get a special prom~otional price.
Referral Flood
Thanks
for subscribing - John
Featured Resource
•
Referral Flood - John
Jantsch
An insider's shortcut to referral marketing that will supercharge your
business, your wealth, and your life...even if you don't know a thing
about marketing. Limited time promo pricing for Duct Tape Marketing
Readers
Okay, I know, maybe you're getting tired of my going on about Referral
Flood. So, I've created a fr~ee
5 day mini course that will let you get a taste of the power of
referral marketing.
Featured Tip
Make Your Marketing
Habit Forming
Repetition creates new buying habits in
the mind of your prospects
By John Jantsch
If you want to make an impact on your target market, you must get them
in the habit of seeing and hearing your marketing message or offer.
That's one of the challenges for the small business owner. How do you
create a big enough noise without breaking the bank.
Two academic marketing terms are useful here: Reach and Frequency.
Generally the idea is to strike a balance between “reaching” enough of
your target market “frequently” enough to make an impact.
But, for most small business owners, this type of formula thinking isn’t
very helpful.
For the small business owner frequency is much more important than
reach.
Focus on a smaller number of prospects but hit them many times.
Before they ever react to your message, they must get in the habit of
putting it on their radar screen. See, they’ve never heard of you,
so it is unlikely they will want to hear from you…until they believe
you aren’t going to go away.
Think of the way they currently buy what you do or even get information
about what you do as a "bad habit." Now what must you do to break a bad
habit. You've got to get them to want to break that habit and one of the
best ways is through repeated suggestions of a better way.
Here is what I am suggesting you do. Pick out the smallest universe of
prospects that you can. Think only your best prospects and narrow the
number from there.
Mail these prospects some form of direct response letter or postcard.
(That means something that offers them a free report or evaluation)
Then…mail them essentially the same thing 3 more times over the
next few months.
Here is what my experience tells me will happen. Whatever your
response on the first mailing, you can anticipate that you will get
about the same response on the next and the next. Repetition helps build
trust and begins the process of reformulating your
prospects buying habits.
Find an offer or message that works and stick with it. One of the
killers
of effective marketing is that the creator of the marketing gets tired
of the
message way before most of the audience even hears it. Stick with it and
be repetitive.
Just remember, old habits die hard.
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John Jantsch is a marketing coach and the author of Referral Flood - How
to create a flood of new business without spending one dime on
advertising. You can get more information at
www.ReferralFlood.com or by
sending a blank email to
subscribe@ducttapemarketing.com
Featured
Reading
Getting
Things Done: The Art of Stress-Free Productivity
by David Allen
In my opinion, this is one
of the most practical books ever written about being more productive.
Add the emphasis on stress reduction and you've got a pretty good
roadmap for the small business owner to follow.
Featured Listening and Such
Sweetwater
- Tres Chicas - Three female singer/songwriters from
"critically acclaimed" but little known bands get together and create
one heck of an album. This is what the term alterative country is all
about - smart songwriting and the ability to rock out a bit with some
serious musicianship. Here's a great quote from one review of this
album. The best "want to fall in love and then break up" CD ever."
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