50k to write one sales letter! How much do you invest?

Would you invest 50k to have someone write a sales letter for you and your business? 

Some Owners do. 

However, just having the money to invest 50k doesn't mean it'll be a wise investment decision for you and your business.

Why?

Because, it all depends on your business economics, the infrastructure, the back up resources, the capabilities and competencies to handle a tidal wave rush of business.  

Many don't have the size of business, nor the money, nor the economics, or everything else in place that's required to warrant the spend.

Many do however fork out decent money for what eventually turns out to be mediocre writers and strategists producing average to mediocre results. 

How does one make that judgement?

Look at the results that are produced.

Look at the business that gets banked. 

Look at the new customers that are generated. 

Look at the ROI. 

Look at the levels of joy and happiness.

So what is it that has someone charge 50k for writing a long form sales letter, and someone else charging £500 for the same work?    

There are a few components.

High level skill is first and foremost. 

You can't wing, high skill level. 

Yet that doesn't seem to be the case in the marketing and advertising fields.  

Because like hearing it or not, there are writers and agency owners full of hype and bluster about what they say they can do. And (gasp!) they behave as they do because they want to win the business. 

Imagine David Ogilvy pulling a fast one by smooth talking his way into landing the clients he did, and then not having the marketing and advertising chops required to create the winning ad campaigns, promotions and pieces he did!

And so when the results don't show themselves because of that zealous drive to over promise and not much else? It then turns into a 'avoid being pinned down at all costs' game.   

Having an internal level of conviction and certainty 

When you observe top performers in any industry or category, you'll instantly see they've a certain (very high) level of belief and conviction in their own abilities. 

It's that certainty level in themselves is what instantly and automatically radiates outwards to everyone else they speak to. 

We buy another's certainty and conviction based on who they are and who they are being.  

It's not many who can pass the equivalent lie detector tests where their bravado and gusto turns out to be nothing but smoke and mirrors.       

Having a system

Ask any number of sales based writers and copywriters what kind of system they use to produce high converting copy and they'll tell you something along the lines of they don't have a particular structured system or, that they write by intuition and feel.

High performing sales letter writers don't leave things to chance. They almost all write to a specified system. That doesn't mean that the resulting sales letters are rigid and robotic because of  being formulated to a created structure.

What a structure or system does, is it acts like an airplane pilot's checklist. Nothing can be left out or be based on guesswork or chance. 

There's a lot of money riding on a sales letter. 

Yet most crash and burn because of the writer not having a proper proven system to follow.  

So now you know what specific question to ask any copywriter before you decide to hire them, whether you ultimately invest £500 or 50k.      

   http://rajahireker.com/whythehell.pdf

Too Chicken to Create proper ads

 

Here's the latest waste of money and space from Sainsbury's supermarket and Future Farms.

They've allowed their ad agency or in house team, to create this wasteful piece of advertising for them.

What you see above are the back to back sides of a brochure that's been posted through the letter box a few days ago, promoting and selling Future Farm's range of chicken and meats.

Let's look at the first headline, that's taken up nearly half the selling space with its large sized font - Chicken's Been Upgraded. 

 

Hmmm....

It makes you wonder, the chicken's been upgraded... from what? 

And following on from that, what does that say about Future Farms previous standards and quality of chickens, or for that matter, Sainsbury's current chicken offerings?!   

And then there's an image of the box of chicken, with a 50% off slip at the bottom of the piece.  

And that's it.

That's the advertising offering.

Now can you be any blander? Can you be less creative? Can you be any more wasteful?

How could this be done differently or better?

They could have told a story of how they've come about creating this upgraded chicken. It's a new line so that'd be helpful to know more about it. And if space was an issue, they could have continued the story via sharing a link to a website page.

There's a little Plant Based wording on the box so saying more about that, and who this upgraded chicken would be best suited to, would also zero in on the right potential customer.    

They could show pictures of various meals incorporating the new chicken range. Maybe creating a little series of ads readers can go online to view, demonstrating various life scenarios for differing sets of people and specific recipes could be suited to their lifestyles. 

Maybe also sharing a list of the best wines and desserts that compliment the offering.    

That seems to be a lot more appealing, informative and inviting than the current version. 

Let's look on the flip side of the Brochure.

You get the following headline -- Meat The Range -- with the range of product pictures shown below that.

An obvious, yet lazy effort. 

Why?

Because Tuna isn't meat. Chicken isn't referred to as meat. 

Trying to pack in everything like they've done on one measly brochure, doesn't have someone incentivised to want to try the line out. 

Much better if they made our mouths water with irresistible copy and story about one product line, say for example their sausages, and then saying something like - 

--- if you love these succulent, juicy and flavoursome sausages, you'll possibly crave our delicious line of burgers, mince, meatballs, chicken and tuna --- 

Paper is expensive compared to digital pages, that's why you want your copy, images, and story, to justify their very existence on the page.

What you also don't want to do is waste white space by either leaving too much visible white space, or sloppily patching together words and images in an enlarged way to take up the space because you've no fresh ideas to work from.   

I'd also introduce a continuity/membership type element to the business. 

If I was the Pres or owner of Future Farms and that was the effort I received from the agency, I'd either change agencies, or scrutinise every piece of marketing and advertising promotion to look for the big and little flaws and leaks, or, as do what many, switched on savvy entrepreneurs do heading their own business - write all the copy and advertising myself. 

Why?

Because killer strategy backed up by solid effective copywriting is the highest paying activities there is in a business, or one of them.  

It's the leverage factor, the needle mover, difference maker that makes the big difference in a business when it comes to money, customers, continuity.   

And you don't want to leave that to chance on an outfit who're consistently bankrupt on the creativity front. 

 

http://simple-marketing-solutions.com/mm.pdf

Why you should look, search, HUNT for the flaws in your marketing and business building efforts...

 If there's one MIRACLE that'll ratchet up the money numbers in your business, it's this;

Finding the flaws in what you're currently doing, and finding better alternatives to it. And then, employing them.

There's no gleaming Oscar award going to be given out for that piece of obviousness.

And yet, it's the miracle cure very few engage in.

Why don't they engage in it?

Because it calls into question that what you're currently doing, is somewhat wobbly and pear shaped.

So what of it?

Well, we can't really own up to all that, can we? Should we?

Because since as far back as we can remember, we've been instructed, told, forced even, to not show our weaknesses, to not show our flaws, to become better, to improve, to excel.

And if we do show our flaws, our lostness, it tells everyone else that we're weak, not up to the mark, a dunce head.

So doing something that goes against that conditioning, well, that's not going to happen for most of us.

And yet...

Rule breaking and guillotining our past conditioning and ingrained beliefs ARE the essential nutrient habits for creating the abnormal. For creating breakthroughs.

And here, in the marketing and money creating context, abnormal is anything that's not normal for you.

If you've a baseline figure of say 2-7k a month in sales, or 15 to 25k of sales , or hundreds of thousands a month in sales of your products or services, that's your current baseline norm.

And nothing is going to move that normal needle into the upward abnormal, unless you find and fix the flaws in the process and system that's currently creating the 2-7k or 15 to 25k, or whatever your number is.

And yes, ALL systems have flaws and leaks. 

All. NO matter if you're doing 1k a month in business or 1m. All systems and processes can be bettered, refined, improved.

And when you look inside a business, there are multiple impact points in the entire marketing and communication process that can be bettered and fixed. 

Not just in the ads and promotions, but in the way you price, the way you segment your target market list, the way you follow up, the way you create higher value products and services, the frequency with which you communicate, the way you create joint venture partners, how you handle no shows, how you create your referral systems, how you split your day up into 80/20 activities, the variety of your email subject lines.

The list is beefy as it is ongoing. 

And inside each one of those elements on the list, there are better alternatives you could be using and employing to get higher and better results. Because anything can always be measured, bettered and improved.

Let's get away from the business and marketing context of things for a while and demonstrate how this truism operates in other areas.

How do you think Tiger Woods became greater than great? through the years, he asked his coaches trainers to look for the flaws n his game and to fix what he was currently doing. He incorporated the findings and guess what, even though he was at the top of the game at that time, he became the dominant tornado force he became. All because of wanting to improve and be better.

How do you think top surgeon and author Atul Gwande improved his surgical techniques? He hired his past professor to coach him on improving performance because he felt stale, lethargic, uninspired, despite being a prolific surgeon. His professor showed him several habits and techniques Gwande was utilising in the operating theatre that could be bettered and improved. As such, he became evermore skilled in his surgical techniques and out of that, his own passion, demeanour and willingness for his work, took on newfound meaning and happiness.

Let me repeat this again-- ALL systems and processes can be improved.

The moment your mind is captivated and alive with the insatiable desire for you to be a committed hunter of how to better your current campaigns, communications, promotional offers, lessening product returns...

... the moment you're open to that kind of committed inquiry and analytical investigation, that's when you'll see and experience a rise and shift in the results and profits.

And once you start the process, you'll need to be tied down because you'll feel that delight and giddiness in your bones because now your sophisticated nose is on the right kind of hunt. 

You'll find yourself delving into all kinds of little nooks and crannies when it comes to you, your business and your marketing.. and you'll come up with all kinds of ways to better and improve what you're currently doing.

It's pure blissful magic when it happens because that way of being and showing up, will not only help you in your business and in your marketing, but it'll help you in every single area of your life if you put it all to the test.

But beware...

The longer you leave things as they currently are, then that's your chosen and accepted norm, that's your current standard baseline.

So ask yourself, and let me ask you also, what are you looking to change so you can get better business and money results; and in turn, feel happier, inspired, and more certain about your future?

https://rajahireker.com/what.pdf 

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How you can get more of your customers, prospects & subscribers addicted to reading (and buying from) your emails

Ever witnessed someone who’s just addicted to something?

They’re rabid, irrational, and sometimes, beyond reasoning with, aren’t they?

Take golfers as an example; they’ll do anything, spend anything, try anything, just to lower their score or hit a drive as straight as an arrow – they’re addicted to getting every kind of tool, insight, information, resources that they can lay their hands on.

Now you can if you want, create a similar insatiable addiction so your subscribers, prospects and clients have for reading your emails.

Possible?

Well think about this for a second; email is simply a way of communicating using a medium, just like reading a book or watching your favourite tv programme, is. And have you ever been rabid about a programme or a book or magazine where you just simply have to know what the next instalment is all about?

It's just like that for email, if you set it all up right.

So let's think about this; what does your email have to contain in order to have your customers itching to receive your email communications?

The first thing is that you must know at a deep core level, are the pains, the frustrations, the problems your marketplace and your customers are experiencing.

Because, once you know this important information, you can then speak directly, sincerely and with authority, where you can tie your communications together by showing how your products and services can fix the equivalent of a poor wayward drive or a sloppy chip shot or a finely tuned mindset when the putt absolutely has to go in the hole.

If you can do that, and you can do that in language and in a voice that’s sincere, that’s authentic, that’s believable, you’ll have a following who’ll be addicted to what you have to say next. They’ll be hanging on your every word. And, just like a soap opera saga that runs and runs; your audience just has to find out what the next instalment is, what the next cure is, what the next surprise will be. What the next whacky zany story or account is going to be.

They’ll be addicted in wanting to hear from you because you’ve established your credentials, you're showing up frequently, you're not just smacking them over the head with continual blatant saleszee messages - you're now perceived as someone who is genuinely interested in what they are going through and in turn, your audience will have confidence in your products and services because as a default of the process, they’ll automatically perceive your products and services will help them fix and solve their burning issues and problems.

Can anyone in any business use this email addiction strategy?

Yes, I think so. However, this kind of good addiction cannot happen if there’s no personality or no identifiable character that an audience can identify with or feel an affinity with.

It just can’t happen without it. 

An audience needs to have a deep synchronicity with the business/business owner (and vice-versa) for there to be this rabid, insatiable addiction to the communications.

And the great thing about email is that a business’s personality and character can be built, communicated and transferred via simple, continual, plain text communications, and, where in a short space of time, the audience (customers/subscribers/prospects) will become trained, steered, addicted to receiving your email communications.

Of course, it’ll only last as long as you have something valuable to say that is addiction worthy and, that is communicated in a consistent and timely way.

And that’s the way to do it because you don’t want to communicate in a run of the mill way and be perceived as just an average or normal marketer.

Because that's what'll happen when you aren't adding any kind of value or joy to your readers through your communications. You'll be classed, bracketed, pigeon-holed as someone who's not really worthy of being passed around and referred.   

And you'll know when your creating hyper addictive email communications is when you skip a few days of sending your email communications- and you get mail saying (either openly, or saying it inwardly to themselves)...

... where is today’s email, did I miss it, did you send it yet, it’s not gone into the junk folder, can you send it again…

It takes a continual commitment and deep down desire to relate and connect. 

And believe it or not,, it’s this very discipline that'll determine how high and how profitable a business can really be -- with the simple email being at the engine room of the entire communication process.

The BIG question --

How's your email communications working for you?

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A few of your absurdly diabolical staff and customer service reps ARE your marketing

There's a swooning gaggle of owners and copywriters who are insane.

Why?

Because whilst they're all desperately seeking the lighthouse beacon glamour headline and the flowing dancing copy to support it all...

...what goes on in their underground business bunkers goes almost un-noticed. 

Things like...

• Rude as hell, snarling customer (dis) service reps
• Poor communication timeliness from the business in solving customer related problems
• Zero empathy or sincere interest from the robotic automatons, reading as if magnetised to an insincere script.
• Little to zero follow up from the business to find out if the large purchase the customer made, was indeed a good and happy one for them.
• Consistently dolling out poor excuses for late delivery of physical products. 

Now this is extremely important: 

You can invest in the best marketing ideas and strategies in the world. 

You can pay top money for the most expensive, in-demand writers, marketing consultants and strategists out there.  

You can have the most appealing, irresistible offer backed up by a world class guarantee.

And yet...

If everything else in your business fails to keep to the benchmark standards you've set for it, then it's all a complete waste of money, time, and energy.

Doesn't mater if your ads and marketing pieces are dripping with more than a touch of Ogilvy, Hopkins, Kennedy, Halbert, Schwartz, Bencivenga.

Whatever customer sales stampede your ads, campaigns and promotional pieces might create, will get quickly uprooted, unknowingly, by your own internal saboteurs, the few absurdly diabolical staff and customer service reps who simply do not care about you, themselves, or about your customers and prospects.

Want to fix the rotten and couldn't-be-bothered, fraternity? 

Then go on an A to Z tour of your business and look at it from the perspective of your customers and prospects. 

And, do it surgically and microscopically. 

So when you do come across something that needs yanking out and replacing, then do it. 

Immediately and instantly. 

Because that's the only way to stop problems from festering and spreading.   

And that's the only way for you to really get your business to sparkle, profit and thrive.  

So please, remember, this forever more:

Everything in your business, EVERYTHING... IS your marketing. 

And so ask yourself the following question about any and all facets of your business -- every week, daily, if you like:

Here's the question --

Is THIS supporting our marketing efforts, or diminishing it?  

Do that several times each day and you'll quickly be running a business venture having little to no kinks, leaks or aberrations that'll get in the way of you making seriously good profits. 

your BIGGEST marketing asset isn't what you think it is

What is it?

Your copywriting skills

Your customer database

Your irresistible offer

Your 101 marketing strategies

Your connections and partnerships

Your ability to plan and map out campaigns, launches and promotions

Your never ending conveyor belt of BIG ideas

-------

Frankly, they're all valuable.

And yet there's one other that I believe trumps them all.

What is it?

The ability to get things done when you say you'll get it done.

I know, not a very schexy marketing asset.

And yet, without it kicking into action, it makes all the other assets rather lifeless.

Fact of the matter is you can have a higher set of results hand writing a 1 page sales letter and sending it out to 50 of your best prospects than you will in spending endless hours, days, weeks pontificating, delaying and procrastinating on things because of having too many choices to decipher over, too many conflicting strategies, concepts, methods, too many techno and automation options, too many differing opinions on who to aim your promotions at...

I read the masterful direct marketer Dan Kennedy once put it into startling context when he said something along the lines of - most owners and entrepreneurs take several months to get their monthly newsletter out into the marketplace.

And the NOT getting things done on time, has a dramatic and direct impact on bottom line results.

Think of it this way, what owner makes the most money - the one who can get 10 to 14 promotions out a year, or the one who can muster only 2 or 3?

Who makes the most money - the one who dibbles and dabbles half-heartedly in a few marketing tactics but never really being structured or systematic about it, or the person having a clear working set of structures and strategies and works on them with laser like accuracy and gets them out the door according to the plans and timelines?

Being a completion fiend instead of a distraction and procrastination Pro, will get you more results from your business, your marketing, your campaigns, and your promotional efforts than you'd believe.

Not only that...

Getting things done on time will have a powerful and positive impact and effect on almost all areas of your life.

Isn't that worth investigating further?

Want 18 ways showing you how you lose money in your business?

       

Email Asset makeover - (because they sincerely DON'T really care about you, they only care about filling their pockets)

Cancelled a product, membership or service recently? 

So what did you get back from the company by way of a follow up communication?

Well, depending on the company or business, you've probably not received anything at all as most are firstly unware about the lifetime value of a customer. 

And secondly, most are unaware of the various impact points throughout their customer communications funnels and sequences and so can't actually do anything to fix them. 

You can't fix what you can't measure, see or know about.  

Or, you'll have gotten something that sounds like they want to bribe you back into their arms, without really ever sincerely digging in and finding out why it is you cancelled.

Of course, many people don't want to give any reason at all why they've cancelled and simply ignore any communication they receive that's designed to enquire - and that's whether or not the follow up communication is sincere or not. 

They, we, just want to be left alone and carry on with our day.   

And in case you're thinking that it's the smart, switched on and customer centric, marketing savvy companies who've got all this sorted by way of their customer communications and follow ups, then think again. Because they're not immune to creating communications that smell of desperation.

Let's get into a follow up communication email I received from a big company in the motivation and productivity space.

To give you some context, the following email was generated because I cancelled a trial membership to one of their service based products.      

--------------------------------------------------------

Why Raja? Why?

Raja...

Maybe you can help me out with this?

Here's the deal ...  Two things:

1.  You cancelled your membership a few days ago.

2.  I think you're crazy :p

See, I'm pretty sure xxxxxxxxxxxxxxxxx is amazing.  But you seem to disagree.
Or maybe there's some other issue?

See, I don't know.  But I want to  ...

So, if you take a second to tell me what's up, I'll give you a course
of your choice on the house (up to a $97 value).

Just click here:

xxxxxxxxxxxxxxxxxxxxxxxxxxx

Then I'll immediately send you a coupon code for the course.  Easy :-)

----------------------------------------------------------

So let's see where things could be improved. 

Subject line is good. It got me to open the email, especially because I was unaware who it was from. It's curiosity based. 

Next...

Maybe you can help me out with this?

The can you help me out with this rings as if they're coming to you for advice, yet it's really all THEM centered and focussed, and not customer focussed. 

How could that opening line be improved?    

Something like...

I'm troubled that we've let you down in some way yet I know it seems silly but we don't quite know what we've done to mess things up. 

The next line of their message -- 

Here's the deal ...  Two things:

What deal? Where's the negotiation? Why that language? And why the quick, curt, Two things line? 

Not sure who their writers are but they're not really thinking in alignment with normal human conversation. It's as if there's an urgent on their part for a response, along with a  demonstration of how cool and smart the writer is..., rather than giving full attention to the reader/recipient and focussing on their wants and needs.

So how could that all be improved? 

I've noticed you've cancelled your trial membership and that's really okay. I wanted to get in touch with you to understand what I can do to help you, to figure out how we can make the product work for you so you can benefit from it in the way we'd promised it would.

Moving on to the next piece of copy in their email...

1.  You cancelled your membership a few days ago.

2.  I think you're crazy :p  

I've touched on the first part in my version of things above, as well as the second part in a way, but the second bit of the second part is quite interesting. I think you're crazy, along with a colon and the alphabet p. I'd no idea what that was so googled it. Turns out it's the equivalent of sticking your tongue out in a playful way in real life.   

I don't know the person in the email so would I be speaking and doing that in real life to someone I don't know. No. Not really. Yet in email and with online communications, it seems nearly everyone has given themselves the freedom and license to replicate real life scenarios and conversations online, buck them, and not think anything about it. 

Big error in thinking.

The next part -- 

See, I'm pretty sure xxxxxxxxxxxxxxxxx is amazing.  But you seem to disagree.
Or maybe there's some other issue?

What's wrong here?

The person doesn't even know if the product is amazing. They're 'pretty sure'? They're not certain. They're hedging. They're riding on a possibility. There's no evidence that says they've used it at all and can speak with any kind of credibility. So why use that line at all? 

Next piece in the same sentence assumes I disagree that the product is not amazing. Where did they get that factual info from? From nowhere except out of thin air because of their sheer laziness and guesswork.   

How to improve their line of thinking?

By replacing it with the following:

We've 3,459 (or whatever their real customer number is) people who are thrilled customers who swear by the product and think it's amazing. And of course, we'd love for you to be number 3460 but we know that that can't happen at all, until and unless we know how to help you solve whatever problems you might be having.   

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Now in that email there's a link to a questionnaire where the language and thrust is all about "what can we do to win you back?" It's as if bribing osmosis is being dealt, ethical or not, and yet all of that won't do a jot of good if there's no clear understanding and connection regarding why the cancellation. 

I can tell you one thing, no matter how good the product or service, trying to plead and get people to buy and invest by offering a price cut, will get you a specific type of customer with a specific type of mind. And you can be sure there'll be a mad high percentage who won't use the product or service. In some cases it works, but price lowering is never a good idea if you want quality customers who invest and consume. 

Right now I could go on and complete the email and have a completely refreshed and revamped version. Which in turn would bring a number of cancelled subscribers back as full paying customers.    

Now let's step back a little and think about the numbers here.

The monthly membership is $47. 

Compound that out over the year and it's over $500. 

Multiply that by 5 years (and that's being conservative because just like electricity or gas, you're going to keep on paying for it if it brings you ongoing constant service, usage and value. You're not going to disconnect)...

So that's a $2500 amount. 

Factor in the suite of products and services they'll ascend people up to, you can see there's a huge amount of value stored inside one customer who buys and invests in a front end product. 

And by fixing one email in the cancellation sequence, you'll find that each month there'll be a number of $2500+ customers coming in who wouldn't previously, excusing themselves and never to be seen again. 

Tot that up over the year and you're looking at an email asset that'll continue to pay you... over and over again.  

Lesson?

Three of them.

1. Don't be casual in your communications.

2. Emails, copy, sales messages, they ARE the money bringers. Value them above anything else in your business. Because without them being the best they can be, you ARE losing a stream of income. Continually.  

3. And so now look through your entire suite of marketing and sales communications and ask this simple question -- "how can we improve this?" 

 Do the above and you'll find you'll add plenty to your bottom line. Plenty.

 

Creating value based follow-up emails are worth an ongoing mint. If you want to know about 20 other WAYS you can retain your customers and clients, pick up this handy one page guide here that'll help you do exactly that.    

    

 raja . hireker @ gmail . com 
07903 905 802 

Come from communication spirit

No.

Not the kind of spirit that's delightfully sold to you as a beautiful drug that supposedly makes you human and relatable.

Not that kind of drug infested spirit.

I'm talking about the animating force that's inside us all. That pure abundant spirit of self expression that makes us uniquely us. That toe tapping, finger clicking, soulful yet rocking rhythm that has us rise up and BE that force.

That's the kind of spirit I'm taking about.

And we've ALL got it.

Because when you come from that place and you put that un-chainable force you've got inside all your written marketing communications, in your audios and videos, you'll find you'll have a natural electricity flowing through your communication veins that it all becomes... irresistibly infectious.

And as most marketing communications, campaigns, and promotions are visibly and viscerally dull, tepid, flat out boring, devoid of almost all spirit and self-expression, there's no better time to bring forth that spirit and unleash it. 

When you do, you'll see a stark difference in not only how much energy, fun and spirit you bring to creating your communications and marketing pieces, but you'll see a significant difference in how your customers, clients and prospects respond to them. (Translate that into also meaning more money in the bank for you.)   

There's nothing to write home about if you've had an average, lukewarm, so so kind of experience. That's true for all of us, no matter who we are, no matter what the experience. 

And there's definitely nothing to write home about for your customers and prospects if they are constantly faced with the sea of communication sameness you see presented almost everywhere.

Time to change it. Time to reinvent. Time to have new communication spirit be the order of the day, every day.           

Want to experience what kind of transformative difference coming from spirit, makes?

Let me give you an example. 

And you don't need to necessarily like tennis or be overly connected to sports to get the difference making transformation at work here. Simply transfer the lesson over into your communications and presentations. 

Engaging irresistible commentary (radio or tv) makes a real difference in the readers and listeners experience. 

The difference maker that makes the difference? 

The commentator. 

You'll note there's a stark difference in the commentary style of someone like John McEnroe, than that of someone like John Lloyd or Martina Navratilova. Lloyd and Navratilova are run of the mill at best. Their styles, language, word choice, all mixed in with a monotone drone, makes the listener or viewer experience, a forgettable one.  

On the other hand, McEnroe brings his unique perspective, he takes a definite stand one way or another, he's incredibly intelligent in his understandings and his ability to communicate that understanding in a connected and engaging way is what brings a smile, joy, increased viewership and listenership, and... a happy visceral experience.

He comes from pure spirit and unbridled self-expression.      

Lloyd and Navratilova?

They're audibly and visibly limited in spirit, self-expression, knowledge transference, word choice, creative juggling with language.

As such...

The experience is COMPLTELY different for the listener or viewer. 

That's the kind of measurable difference you can create in your communications when you come from full spirit and unbridled self-expression. 

What do you want YOUR communications to be filled with?  

 

      

a Simple marketing & cashflow formula

Open your Internet browser, plug in the term marketing, and you'll get...

3 BILLION results (at least that's what google chrome just threw up for me right now at this moment in time --2nd September 2021, 10.03am, London UK)    

It took Google a fat 1.1 seconds to curate all that.

Masterful.

And yet, if you're looking for marketing help, advice, information, you now know you've a bog deep minefield (of mostly quackery) to wade through and to make head and tails sense out of. 

Danger is imminent. 

Because you'll quickly find that your time, isn't actually yours. It'll be drained and drowned inside multiple marketing rabbit holes. No wonder business owners and online entrepreneurs are continually complaining about how flat out pooped they are each day. 

They're always travelling! 

No wonder.

Here's a simple marketing formula for you that'll bypass the billion or so search terms and their associated websites and information.

D-r-u-m  r-o-l-l

Create hot irresistible offers and present them to your most viable prospects.    

Can it be that simple?

You can decide that for yourself by carrying out the simple experiment below. 

If you've a number of existing clients and customers, present them with additional, higher value, higher priced products and services. 

And to those new prospects? Find more of them and present them with your front end offers, and take them up your products and services ascension ladder.

Admittedly, not very schexee. 

However, whilst everyone and their moustache wearing giraffe is off tying to conqueror and capture the whole world marketplace with their offerings, wearing themselves out in the process, you can all but clean up in your patch of the universe by working the above non- glitzy strategy.

Of course, if you're a glutton for the complex, have deep enough pockets, want to be everywhere trying to reach everyone who might not even be your ideal customer or client, and you want to be in all media formats... then go full steam ahead and see how that way of doing things, works out for you.

However, if you try all that and find it's not to your liking, (or pocket) guess what; there's a simple juicy plan above that's ripe and ready for plucking.  

They're your living, breathing, walking cash machines

Getting a new customer or client through the door can for many, be the most complex, painful, and chaotic process. 

Let's not forget it's the most expensive. Insanely so, if you don't know what you're really doing.

And yet...

When you realise approximately 80% of the wealth and equity, and your future bank money, is locked up inside your past and current customers and clients...

And... once you embrace that fact, mining and extracting that untapped wealth mine lying inside your existing customer assets can be an exciting and fun game for you.

It'll be way more profitable for you, costs little, once you start building out your product ladder and ascend your customers up that ladder.

And they'll gladly take the steps up to your higher placed offerings, so long as there are higher placed offerings for them to take advantage of.

Not only that...

There's a small percentage of your customers who'll buy and invest in an even higher priced offering, one you haven't yet created.

Read that again.

There's a small number of your customers who'll buy and invest in the most ludicrous highest priced offer you've not even planned or conceived of yet. (See P. Marshall's book 80/20 Sales and Marketing to get the full scoop on this).

So what does that tell you?

Get busy creating, planning, and presenting!

Because yes, your customers and clients are living, breathing, walking cash machines and they'll continue to give you their money and custom, if you set, structure and plan things in that way for them. They'll gladly and willingly do that.

And no...

You cannot simply be rubbing your greedy paws and jumping up and down in a mad frenzied glee in thinking all you have to do is send promotion after promotion in order to tap into all this wealth that's lying there for the taking.

Cultivating and nurturing your existing customer relationships IS one of the highest value activities you can undertake.

Do it right, and you'll see amazing things happening. 

One of them being releasing the constant struggle and focus on bringing in new clients and customers. And where now you can divert a good portion of attention and focus on mining and extracting the vital bulk of your profits lying inside your existing clients, customers and prospects. 

It's the most profitable activity you can undertake as the lifetime value of your clients and customers shoots way up. 

If you want a handy 1-page pdf guide showing you 20 Customer Retention and Customer Astonishment Money Map Triggers that'll help you zero in on extracting all that wealth from your existing customers, send your request to me at  the following: raja . hireker @ gmail . com             

                

Don't BORE... Entertain! (marketing samples galore)

It's easy to be a lazy bones, boring communicator and copywriter.

Simply look around at what everyone else is doing, and do something incredibly similar. 

The danger in that?

When you consider almost 80% to 90% are wrong in almost everything, in all professions, businesses and industries, you're onto a losing game. (Especially in marketing and advertising) 

The numbers are stacked against you.

Take a look at the email subject lines/headlines below I've created for various businesses.

What strikes you about them?

Where's the 'sameness' in them compared to others you see in the respective marketplaces? 

Where's the "oh yawn, boring" factor in them?

Now most importantly for you, after you go through them, ask yourself or your team how can you now adopt, adapt, and apply the ideas an concepts above for use in your business, to have your business communications become more reader friendly, entertaining, non salesy... and yet at the same time... bought from?

Strength programme -- Your t-shirts won't be able to contain your new bulging biceps and rock solid triceps

Self development business/coach - Are you still listening and watching your way to personal development doom, gloom and non-success?  

Diet product - You can't hide those Olympic sized belly fat pounds anymore - because you've only gone and lost them all! 

Meat Grill Restaurant - Eat all you want tonight. In return? Your incredible shrinking bill.           

Memory training - The only memory training course that'll help you make so much money that you'll keep forgetting how much you now make!   

Independent Optician - "Mirror mirror, I think you see; those are the glasses that'll look perfect on me!"    

Dentist - White as snow teeth, comes as standard. Optional extra? A pack of Wrigley's gum.

Cooking recipes - Mother-in-law left in a huff because HER cooking was THAT good!

Derma logical cream - There's no hiding your acne filled face anymore, thanks to this age old wonder cure from the garden

Marketing training - We'll make you a  notoriously despised (yet wild hog profitable) marketer if you follow our unconventional plan   

Pillow manufacturer - "Sorry we opened late, our night watchman fell asleep on one of our pillows and had to be shaken awake"

Tyre seller - Our tyres don't protest at any of the road muck, debris or other gunk on the road. They eat them for breakfast, lunch and dinner.  

Coffee seller - Late for work again!! That's what happens when you start sipping on a mug of Coffee Maniac  

Dog walking/day care - Don't blame us if your beloved pet dog doesn't want to come back home!

Tennis instruction - Tennis balls in mass protests after beginners begin smacking the covers of balls at 30mph faster

Email copywriting services - Eminent Doctor says hospital beds bursting with marketers having severe entertainment by-pass malfunction 

(If you're keen, astute and you look for it, there's a whole marketing and copywriting education inside the above) 

Look, you don't have give in and throw your hands up in wild despair. You don't have to let your business continue with a communication 'mee too, same as everyone else' tag dangling from your neck.  

Because once you start injecting all your communications with the entertainment serum factor, the kind threaded throughout the examples above, you'll see that it's only the beginning of what's possible for you. 

Because what do you think will happen when you begin injecting captivating, enticing, compellingly entertaining, reader friendly copy into the following money creating strategies for your business?

• Client reactivation programmes 
• Short term cash flow surges
• Introducing an obscenely priced product or service option
• Upselling to additional services or products
• Follow up communications and campaigns to non-buyers/enquirers
• Building a continuity element to your business
• Creating Premium based product or service alternatives
• Creating a programme of ongoing communications to increase client retention and referral value

Thread the entertainment factor throughout the range of communications and marketing assets required to facilitate the above, and you'll have a business you simply won't recognise. 

Test it and see for yourself.

Want help?
07903 905 802 / raja . hireker @ gmail . com   

  Want to be subscribed to the "Bowlarks and Boolseet" e-Letter for Owners, e-Preneurs & Professionals? Get in touch. 

The core of it? Ongoing fresh ideas freshly baked and pumped out of your idea creation factory is what'll give you the adoring long-lasting patronage and unbroken umbilical cord link with your existing, and soon-to-be, audience who'll only be too happy to give you their money because guess what; you're really the only one that'll listen, that'll share, that'll help them see themselves in a brighter happier light, who'll bring them a daily potent burst of happy citrus that kicks their day into happy productive action.

 

Boring quack professionals create boring quack communications

Number one SIN, in marketing, in life in general? 

Being B-O-R-I-N-G.

Nothing makes the mind, body and eyes to want to part company with each other than having a near daily dose of  the mundane, mediocre, non entertaining drivel trying to pass off as 'cool marketing and communications'.

Nothing sends businesses crumbling, than a consistent dose of communication foolishness and quackery.    

Nothing will send your customers scarpering to the hills than the next ho hum boring gargle flooding  their sense doors (aka, deliriously running into the welcoming arms of your competitors)   

And no, you do NOT need an MBA or a string of fancy pants academic qualifications to tell you if something bores the living daylights out of you, or... whether it lights you up and raises your interest, curiosity and lifts you up inside. 

Nothing or no-one can convince us otherwise. We internally know. No advanced science or technology needed. 

And yet...

You don't need to look far to know and notice that we're continually bamboozled with communications and presentations that are stuffed with uninspiring nonsense produced by unthinking minds.  

We're still bored senseless by marketing messaging and sales communications prepared by expensively paid humans who are pretty much following a lazy robotic factory line of un-creativity and un-charming non-entertainment.      

The good news?

I've got 20 ways for you to spark your creativity and writing muscles, into delirious ecstasy. Whether it's your emails, your video posts, facebook messages, blog posts, your articles... it doesn't matter. The creativity and communication techniques and ideas easily transitions across into all media formats.

And that's what you really want; to have your communications spark life and loyalty into those reading your communications and messaging. 

A famous direct marketing copywriter use to say - delay is the death of a sale. I believe that. I also believe boredom is the death of a business and the death of continual stream of happy paying, on-going customers. 

So let me give you one of the 20 ways (number 12 of 20) to spark life and electricity into your communications, right now.

(12.) Give the opposite to what’s considered popular convention and tradition - when most are doing one thing, or believing a popular idea or thought, or are heading in one direction, the best thing you can do is to do the opposite. Head the other way. Think a contrarian, opposite thought. The majority are almost always wrong, about nearly everything. Wedded to tradition. Unshakeable in the dogma and beliefs handed down to them. Putting personality in emails? "Gawd no, that's low and unprofessional. Can't do that. We've a standard and image to uphold…" They're saying that and clinging onto those ideas and beliefs that they’ve no doubt heard somewhere and most probably by someone lauded over in the public eye who has some kind of influence and stature, yet is flat out wrong. Yet, most believe it as the truth whilst at the same time, the mortgage is overdue, the car payment hasn't been made for a few months, debts and bills are mounting...

Now if you like the above, and if you can see a direct correlation and transition into your or your client's marketing and communications by using the above, then you might like the entire 20 creative communication ideas to help fuse and fuel your communications with. 

If you would like that valuable document at zero cost, then send an email to: raja.hireker@gmail.com with "FBM 20" in the email subject line, and I'll send over the pdf to you right away.