Surgeon's Income Manual

How To Make How To Make
A A
Surgeon’s Income Surgeon’s Income
As A Part-Time As A Part-Time
Home Based Business Consultant Home Based Business Consultant
(After All, It’s Not Brain Surgery!) (After All, It’s Not Brain Surgery!)
By Jeff Paul and Jim Fleck By Jeff Paul and Jim Fleck
How To Make A Surgeon’s Income By Jeff Paul and Jim Fleck How To Make A Surgeon’s Income By Jeff Paul and Jim Fleck
How To Make How To Make

A A
Surgeon’s Income Surgeon’s Income
As A Part-Time As A Part-Time
Home Based Business Consultant Home Based Business Consultant
(After All, It’s Not Brain Surgery!) (After All, It’s Not Brain Surgery!)
By Jeff Paul and Jim Fleck By Jeff Paul and Jim Fleck
©2004 Jeff Paul and Jim Fleck ©2004 Jeff Paul and Jim Fleck
ALL RIGHTS RESERVED. No part of this book may be reproduced or transmitted for resale or use by any party other than the individual ALL RIGHTS RESERVED. No part of this book may be reproduced or transmitted for resale or use by any party other than the individual
purchaser who is the sole authorized user of this information. Purchaser is authorized to use any of the information in this publication for his purchaser who is the sole authorized user of this information. Purchaser is authorized to use any of the information in this publication for his
or her own use only. All other reproduction or transmission, or any form or by any means, electronic or mechanical, including photocopying, or her own use only. All other reproduction or transmission, or any form or by any means, electronic or mechanical, including photocopying,
recording or by any informational storage or retrieval system, is prohibited without express written permission from the publisher. recording or by any informational storage or retrieval system, is prohibited without express written permission from the publisher.
LEGAL NOTICES: While all attempts have been made to provide effective, verifiable information in this Book, neither the Author nor LEGAL NOTICES: While all attempts have been made to provide effective, verifiable information in this Book, neither the Author nor
Publisher assumes any responsibility for errors, inaccuracies, or omissions. Any slights of people or organizations are unintentional. If advice Publisher assumes any responsibility for errors, inaccuracies, or omissions. Any slights of people or organizations are unintentional. If advice
concerning tax, legal, compliance, or related matters is needed, the services of a qualified professional should be sought. This Book is not a concerning tax, legal, compliance, or related matters is needed, the services of a qualified professional should be sought. This Book is not a
source of legal, regulatory compliance, or accounting information, and it should not be regarded as such. This publication is designed to source of legal, regulatory compliance, or accounting information, and it should not be regarded as such. This publication is designed to
provide accurate and authoritative information in regard to the subject matter covered. It is sold with the understanding that the publisher is provide accurate and authoritative information in regard to the subject matter covered. It is sold with the understanding that the publisher is
not engaged in rendering legal, accounting or other professional service. If legal advice or other expert assistance is required, the services of a not engaged in rendering legal, accounting or other professional service. If legal advice or other expert assistance is required, the services of a
competent professional person should be sought. Due to the nature of direct response marketing and varying rules regulating business competent professional person should be sought. Due to the nature of direct response marketing and varying rules regulating business
activities in many fields, some practices proposed in this Book may be deemed unlawful in certain circumstances and locations. Since federal activities in many fields, some practices proposed in this Book may be deemed unlawful in certain circumstances and locations. Since federal
and local laws differ widely, as do codes of conduct for members of professional organizations and agencies, Licensee must accept full and local laws differ widely, as do codes of conduct for members of professional organizations and agencies, Licensee must accept full
responsibility for determining the legality and/or ethical character of any and all business transactions and/or practices adopted and enacted in responsibility for determining the legality and/or ethical character of any and all business transactions and/or practices adopted and enacted in
his or her particular field and geographic location, whether or not those transactions and/or practices are suggested, either directly or his or her particular field and geographic location, whether or not those transactions and/or practices are suggested, either directly or
indirectly, in this Book. As with any business advice, the reader is strongly encouraged to seek professional counsel before taking action. indirectly, in this Book. As with any business advice, the reader is strongly encouraged to seek professional counsel before taking action.
NOTE: No guarantees of income or profits are intended by this book. Many variables affect each individual's results. Your results will vary NOTE: No guarantees of income or profits are intended by this book. Many variables affect each individual's results. Your results will vary
from the examples given. Hidden Profits Advertising, Inc. cannot and will not promise your personal success. Hidden Profits Advertising, from the examples given. Hidden Profits Advertising, Inc. cannot and will not promise your personal success. Hidden Profits Advertising,
Inc. has no control over what you may do or not do with this mail-order success program, and therefore cannot accept the responsibility for Inc. has no control over what you may do or not do with this mail-order success program, and therefore cannot accept the responsibility for
your results. You are the only one who can initiate the action, in order to reap your own rewards! Any and all references to persons or your results. You are the only one who can initiate the action, in order to reap your own rewards! Any and all references to persons or
businesses, whether living or dead, existing or defunct, are purely coincidental. businesses, whether living or dead, existing or defunct, are purely coincidental.
Published by: Instant Profits Marketing, Inc. Published by: Instant Profits Marketing, Inc.
PRINTED IN THE UNITED STATES OF AMERICA DISTRIBUTED WORLDWIDE. PRINTED IN THE UNITED STATES OF AMERICA DISTRIBUTED WORLDWIDE.
First Printing © 2002-2004 Jeff Paul and Jim Fleck First Printing © 2002-2004 Jeff Paul and Jim Fleck
Page 2 Page 2
Table of Contents Table of Contents

Introduction to Marketing Checkups An Easy Way To Make Up To $2,000 Per Hour................................5 Introduction to Marketing Checkups An Easy Way To Make Up To $2,000 Per Hour................................5
Why You Should Perform A Marketing Checkup Before You Agree To Take On A New Client ...............7 Why You Should Perform A Marketing Checkup Before You Agree To Take On A New Client ...............7
What Equipment And Supplies You’ll Need To Do $2,000 Marketing Checkups .......................................9 What Equipment And Supplies You’ll Need To Do $2,000 Marketing Checkups .......................................9
How To ‘Set Up’ A Marketing Checkup .....................................................................................................11 How To ‘Set Up’ A Marketing Checkup .....................................................................................................11
Example #1 How To Get More Customers And Increase The Effectiveness Of All Your Ads, Letters, Example #1 How To Get More Customers And Increase The Effectiveness Of All Your Ads, Letters,
Promotions And Brochures. .........................................................................................................................13 Promotions And Brochures. .........................................................................................................................13
Example #2 Would You Like Some Powerful Marketing Strategies To Get New Customers And Increase Example #2 Would You Like Some Powerful Marketing Strategies To Get New Customers And Increase
Your Cash-Flow? .........................................................................................................................................21 Your Cash-Flow? .........................................................................................................................................21
How To Double Or Triple The Response To Your Sales Letters ................................................................23 How To Double Or Triple The Response To Your Sales Letters ................................................................23
Example #3 Phone Script For Following UP The “Dollar Bill” letter........................................................25 Example #3 Phone Script For Following UP The “Dollar Bill” letter........................................................25
How To Customize Marketing Checkups To Specific Industry Groups. ....................................................27 How To Customize Marketing Checkups To Specific Industry Groups. ....................................................27
Example #4 How to get new clients and referrals for your Accountancy Practice – even if your fees are Example #4 How to get new clients and referrals for your Accountancy Practice – even if your fees are
higher than your competitors. ......................................................................................................................29 higher than your competitors. ......................................................................................................................29
How To “Close The Sale” When Following Up Your Initial Letter............................................................33 How To “Close The Sale” When Following Up Your Initial Letter............................................................33
How to Handle The Fact Finding Questionnaire .........................................................................................35 How to Handle The Fact Finding Questionnaire .........................................................................................35
Example #5 Marketing Checkup PRE-DIAGNOSTIC INTERVIEW CHECKLIST ................................37 Example #5 Marketing Checkup PRE-DIAGNOSTIC INTERVIEW CHECKLIST ................................37
How To “Confirm” the Time for Your $2,000 Marketing Checkup ...........................................................47 How To “Confirm” the Time for Your $2,000 Marketing Checkup ...........................................................47
Example #6 Here’s how to prepare for your Marketing Checkup and audio-tape recording... ..................49 Example #6 Here’s how to prepare for your Marketing Checkup and audio-tape recording... ..................49
The Marketing Checkup Outline..................................................................................................................51 The Marketing Checkup Outline..................................................................................................................51
Example 7: Thank You Letter......................................................................................................................53 Example 7: Thank You Letter......................................................................................................................53
How to Turn Your Checkups into a Money Machine..................................................................................55 How to Turn Your Checkups into a Money Machine..................................................................................55
Appendix ......................................................................................................................................................57 Appendix ......................................................................................................................................................57
Lead Generation Ad .....................................................................................................................................61 Lead Generation Ad .....................................................................................................................................61
Special Report 1 13 Costly Direct Marketing Mistakes...............................................................................65 Special Report 1 13 Costly Direct Marketing Mistakes...............................................................................65
Special Report 2 9 Remarkable Ways to Increase Your Sales and Profits ..................................................77 Special Report 2 9 Remarkable Ways to Increase Your Sales and Profits ..................................................77
Yellow Page Ads Consultation ....................................................................................................................89 Yellow Page Ads Consultation ....................................................................................................................89
Marketing Consultant’s Small Business Marketing Magic Checklist .........................................................95 Marketing Consultant’s Small Business Marketing Magic Checklist .........................................................95
Marketing Consultant’s Sample Advanced Consultation ............................................................................99 Marketing Consultant’s Sample Advanced Consultation ............................................................................99
Consciousness” in the fitness marketplace! (Meaning that your company and products become.............108 Consciousness” in the fitness marketplace! (Meaning that your company and products become.............108
SYNONYMOUS with fitness! Which is many magnitudes of success higher than simple “name ..........108 SYNONYMOUS with fitness! Which is many magnitudes of success higher than simple “name ..........108
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Introduction to Marketing Checkups Introduction to Marketing Checkups

An Easy Way To Make Up To $2,000 Per Hour An Easy Way To Make Up To $2,000 Per Hour
The “Marketing Checkup” (or consultation) can actually be adapted to virtually any professional The “Marketing Checkup” (or consultation) can actually be adapted to virtually any professional
service. For example... service. For example...
Sales Checkup Sales Checkup

Engineering Checkup Engineering Checkup
Customer Service Checkup Customer Service Checkup
Insurance Checkup Insurance Checkup
Accounting Checkup Accounting Checkup
Factory Procedures Checkup Factory Procedures Checkup
Financial Checkup Financial Checkup
Computer System Checkup Computer System Checkup
Plumbing Checkup Plumbing Checkup
Electrical Checkup Electrical Checkup
Telephone Checkup Telephone Checkup
Mortgage Checkup Mortgage Checkup
and so on. and so on.
It’s simply a way of putting a value on your knowledge. And by putting a real value on your time It’s simply a way of putting a value on your knowledge. And by putting a real value on your time
from the word ‘go’ your services will become much more valuable to your prospective (and existing) from the word ‘go’ your services will become much more valuable to your prospective (and existing)
clients. clients.
The fee you’ll ultimately charge is up to you. You can start at $200, $500 or $1,000... it’s up to you. The fee you’ll ultimately charge is up to you. You can start at $200, $500 or $1,000... it’s up to you.
However, it should reflect the amount of measurable value your client will get from your advice. As a However, it should reflect the amount of measurable value your client will get from your advice. As a
general rule. general rule.
The Better The Advice - The Better The Advice -

The More You Should Charge. The More You Should Charge.
I know that an hour of good marketing advice can easily make a business owner an extra million I know that an hour of good marketing advice can easily make a business owner an extra million
dollars (or more) in the next 12 months. I’ve seen it happen on a number of occasions when the client dollars (or more) in the next 12 months. I’ve seen it happen on a number of occasions when the client
actually followed through on the recommendations. actually followed through on the recommendations.
Warning: Don’t sell yourself cheap. If you don’t feel your advice is worth a lot of money, go and Warning: Don’t sell yourself cheap. If you don’t feel your advice is worth a lot of money, go and
invest in educating yourself with some of our programs so that it will be worth the money!! invest in educating yourself with some of our programs so that it will be worth the money!!
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Why You Should Perform A Marketing Checkup Why You Should Perform A Marketing Checkup
Before You Agree To Take On A New Client Before You Agree To Take On A New Client
As a consultant, you’ll find a lot of your time is wasted by people wanting your valuable advice - As a consultant, you’ll find a lot of your time is wasted by people wanting your valuable advice -
but not necessarily wanting (or able) to pay for it. but not necessarily wanting (or able) to pay for it.
You’ll often find yourself spending 30 minutes or more on the phone, (or in front of a person) You’ll often find yourself spending 30 minutes or more on the phone, (or in front of a person)
having your brain ‘sucked dry’ for no fee or commitment on their part. having your brain ‘sucked dry’ for no fee or commitment on their part.
The “Marketing Checkup’ is a simple way to. The “Marketing Checkup’ is a simple way to.
1. Find those people that are serious. 1. Find those people that are serious.
2. Get paid for the time you initially spend with a new, potential client. 2. Get paid for the time you initially spend with a new, potential client.
3. Develop an on-going source for potential ongoing clients who need your other (more extensive) 3. Develop an on-going source for potential ongoing clients who need your other (more extensive)
services. services.
And most importantly, a ‘Marketing Checkup’ can... And most importantly, a ‘Marketing Checkup’ can...
4. Create a product you can re-sell over and over again. This will give your consulting business 4. Create a product you can re-sell over and over again. This will give your consulting business
great leverage. It also builds credibility for you in the marketplace. great leverage. It also builds credibility for you in the marketplace.
From a consultant’s point of view, a Checkup is a great profit center if done correctly. It also gives From a consultant’s point of view, a Checkup is a great profit center if done correctly. It also gives
you greater exposure in the marketplace and adds a new level of market awareness for your business. you greater exposure in the marketplace and adds a new level of market awareness for your business.
Important Note: As a consultant you’ll come across a lot of people who want to get your advice for Important Note: As a consultant you’ll come across a lot of people who want to get your advice for
free. Checkups are an ideal way to weed them out before you waste your time and energy. free. Checkups are an ideal way to weed them out before you waste your time and energy.
Page 7 Page 7
Page 8 Page 8
What Equipment And Supplies You’ll Need What Equipment And Supplies You’ll Need
To Do $2,000 Marketing Checkups To Do $2,000 Marketing Checkups
All you’ll need to be able to perform a Checkup is a way to record your consultations. The All you’ll need to be able to perform a Checkup is a way to record your consultations. The
consultations can be done face to face, or by the telephone. Often I do Marketing Checkups on the consultations can be done face to face, or by the telephone. Often I do Marketing Checkups on the
telephone. To do consultations on the phone you will need the following equipment: telephone. To do consultations on the phone you will need the following equipment:
A cassette deck A cassette deck

A microphone to hookup it up to the phone A microphone to hookup it up to the phone
There’s a few ways to set up the facility to record telephone conservations. There’s a few ways to set up the facility to record telephone conservations.
1. The inexpensive method. All you need is a pick-up with a suction cup, which you can get from 1. The inexpensive method. All you need is a pick-up with a suction cup, which you can get from
Radio Shack for less than $10. Radio Shack for less than $10.
2. The professional option. You will have the convenience of keeping your hands free by using a 2. The professional option. You will have the convenience of keeping your hands free by using a
headset which you can also get from Radio Shack (I use the Plantronics brand) and getting a tape headset which you can also get from Radio Shack (I use the Plantronics brand) and getting a tape
recorder that will let you plug the phone right into it, or insert a Tie-Clip Microphone (available recorder that will let you plug the phone right into it, or insert a Tie-Clip Microphone (available
from Radio Shack also) into the earpiece, and plug it into you stereo cassette deck. from Radio Shack also) into the earpiece, and plug it into you stereo cassette deck.
Presentation Packaging: To present the 1 Hour Marketing Checkup audio cassette, you can use the Presentation Packaging: To present the 1 Hour Marketing Checkup audio cassette, you can use the
nice little plastic folders from your local office supply store. nice little plastic folders from your local office supply store.
Transcription: All you need then is to get a local secretarial service to transcribe it for you, and bind Transcription: All you need then is to get a local secretarial service to transcribe it for you, and bind
it into a nice little booklet. Look in the Yellow Pages under “Secretarial Services” or check your classified it into a nice little booklet. Look in the Yellow Pages under “Secretarial Services” or check your classified
ad section of the local newspaper. Or if you feel inclined, go online to http://elance.com and you’ll find ad section of the local newspaper. Or if you feel inclined, go online to http://elance.com and you’ll find
tons of transcriptionists. tons of transcriptionists.
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Page 10 Page 10
How To ‘Set Up’ A Marketing Checkup How To ‘Set Up’ A Marketing Checkup
Like everything you do, correct execution is the key to getting prospective clients to use your Like everything you do, correct execution is the key to getting prospective clients to use your
Marketing Checkup Service. Marketing Checkup Service.
The first step is to ask the caller... The first step is to ask the caller...
1. “What sort of business do you own?” 1. “What sort of business do you own?”
2. “What areas of marketing do you need help with the most?” 2. “What areas of marketing do you need help with the most?”
3. “What result would you like to achieve if I could help you?” 3. “What result would you like to achieve if I could help you?”
Then you simply pre-sell the Marketing Checkup by saying... Then you simply pre-sell the Marketing Checkup by saying...
“From what you tell me _(firstname)_____ , I feel the best way to go initially would be to conduct “From what you tell me _(firstname)_____ , I feel the best way to go initially would be to conduct
a Marketing Checkup. The first step of which is to get you to send me all your marketing materials and a Marketing Checkup. The first step of which is to get you to send me all your marketing materials and
answer about 40 questions about the way you promote and market your business.” answer about 40 questions about the way you promote and market your business.”
“Now, I’d like to book you in for the initial fact-finding questions. I am currently booked 8 days in “Now, I’d like to book you in for the initial fact-finding questions. I am currently booked 8 days in
advance on the Checkups, so would the 10th or 11th suit you? How about the morning of April 10? Great. advance on the Checkups, so would the 10th or 11th suit you? How about the morning of April 10? Great.
Please call me if you have any questions beforehand.” Please call me if you have any questions beforehand.”
“Where can I fax you an outline of my proposal?” “Where can I fax you an outline of my proposal?”
“Great. I’ll call you tomorrow after you’ve read it. “Great. I’ll call you tomorrow after you’ve read it.
Next, you fax or mail the letter as shown in Example #1 or Example #2 selling the Marketing Next, you fax or mail the letter as shown in Example #1 or Example #2 selling the Marketing
Checkup with the accompanying testimonials, or any other articles or other credibility-enhancing Checkup with the accompanying testimonials, or any other articles or other credibility-enhancing
materials you accumulate. materials you accumulate.
Then simply wait a few days for a response and follow up with a phone call. Then simply wait a few days for a response and follow up with a phone call.
Important: You should always be booking people 7 to 10 days in advance. Being ‘booked out’ Important: You should always be booking people 7 to 10 days in advance. Being ‘booked out’
enhances your credibility. Ever hear of a doctor who’s booked out 3 months in advance or the nightclub enhances your credibility. Ever hear of a doctor who’s booked out 3 months in advance or the nightclub
that always has a line outside? They are the ones everyone wants to get to see. Do the same in your that always has a line outside? They are the ones everyone wants to get to see. Do the same in your
consultancy. consultancy.
Page 11 Page 11
Page 12 Page 12
Example #1 Example #1
How To Get More Customers And Increase How To Get More Customers And Increase
The Effectiveness Of All Your Ads, Letters, The Effectiveness Of All Your Ads, Letters,
Promotions And Brochures. Promotions And Brochures.
Dear John, Dear John,
Thanks for wanting to know more about how I can help you increase your business. Thanks for wanting to know more about how I can help you increase your business.
At this point I would suggest that my “Marketing Checkup with a Profit Improvement Plan” At this point I would suggest that my “Marketing Checkup with a Profit Improvement Plan”
consultation would be the best way for you to go. This service gives you practical, step-by-step tools you consultation would be the best way for you to go. This service gives you practical, step-by-step tools you
need to immediately increase your sales and profits. It’s a complete analysis and review of your marketing need to immediately increase your sales and profits. It’s a complete analysis and review of your marketing
and advertising strategies and is designed for fast, measurable results. After all, this is what other and advertising strategies and is designed for fast, measurable results. After all, this is what other
companies in this industry hire me to do . . . companies in this industry hire me to do . . .
99% Of The Success Or Failure Comes Directly From Your Ability To Attract And Keep 99% Of The Success Or Failure Comes Directly From Your Ability To Attract And Keep
Customers And From Your Ability To Market Yourself To Them. Customers And From Your Ability To Market Yourself To Them.
It is not always the business that has the best quality products or service that makes the most money. It is not always the business that has the best quality products or service that makes the most money.
The businesses that make the most money simply know how to sell their products or services better than The businesses that make the most money simply know how to sell their products or services better than
their competitors. their competitors.
The key to getting more income and working less in any business is... The key to getting more income and working less in any business is...
Having Effective Systems For Developing Good Relationships With Having Effective Systems For Developing Good Relationships With
Your Customers, And Business Contacts. Your Customers, And Business Contacts.
PLUS PLUS
Maximizing The Effectiveness Of All Your Ads, Letters, Brochures And Other Promotions. Maximizing The Effectiveness Of All Your Ads, Letters, Brochures And Other Promotions.
Having marketing systems is the “secret ingredient” behind all successful businesses. All of the Having marketing systems is the “secret ingredient” behind all successful businesses. All of the
successful franchise chains use these tested systems of ads, letters and promotions to gain customers successful franchise chains use these tested systems of ads, letters and promotions to gain customers
quickly in new locations. They know that having a system for getting new customers, and for keeping quickly in new locations. They know that having a system for getting new customers, and for keeping
them, is vital. Once they have this system they simply keep duplicating it. them, is vital. Once they have this system they simply keep duplicating it.
The advantages of having these systems in your business are many, including . . . The advantages of having these systems in your business are many, including . . .
You control the amount of business you have each week. Having effective systems for getting You control the amount of business you have each week. Having effective systems for getting
new customers, keeping your existing ones and for generating extra business from them, means new customers, keeping your existing ones and for generating extra business from them, means
you are no longer at the mercy of the economy or fickle word-of-mouth promotion. you are no longer at the mercy of the economy or fickle word-of-mouth promotion.
Your staff morale and productivity increases. The systems make everyone accountable for what Your staff morale and productivity increases. The systems make everyone accountable for what
has to be done. Having a business that’s making good money makes everyone feel good. Your has to be done. Having a business that’s making good money makes everyone feel good. Your
staff is happier because their jobs are secure. staff is happier because their jobs are secure.
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There’s no upper limit to the income you make if you have effective systems in your business. There’s no upper limit to the income you make if you have effective systems in your business.
A good ad or letter can bring you ten times the sales of a bad one. What you need is effective ads, A good ad or letter can bring you ten times the sales of a bad one. What you need is effective ads,
letters and promotions and systems. Once you’ve tested them and proved that they bring results, letters and promotions and systems. Once you’ve tested them and proved that they bring results,
you simply decide how often you have to use them to achieve the income you want. you simply decide how often you have to use them to achieve the income you want.
And, best of all, having a marketing system means your whole operation can be put on autopilot. And, best of all, having a marketing system means your whole operation can be put on autopilot.
Once you find the ads, letters and promotions that work, you are no longer tied to your business. Once you find the ads, letters and promotions that work, you are no longer tied to your business.
You can afford to hire others to do the tedious work for you. Of course, to develop all this for You can afford to hire others to do the tedious work for you. Of course, to develop all this for
your business is not so easy. your business is not so easy.
Let’s face it, we all have our strengths and weaknesses. Sometimes, because you are too close to your Let’s face it, we all have our strengths and weaknesses. Sometimes, because you are too close to your
business, it’s hard to see how to improve your results – without working harder or longer – and that’s business, it’s hard to see how to improve your results – without working harder or longer – and that’s
where I may be able to help you. where I may be able to help you.
By analyzing what you are doing now I’ll be able to see what over-looked windows of opportunities By analyzing what you are doing now I’ll be able to see what over-looked windows of opportunities
you have, and you’ll get strategies to take advantage of these opportunities. you have, and you’ll get strategies to take advantage of these opportunities.
Let me explain what I do for you. Firstly, you send me copies of all of your newspaper, magazine Let me explain what I do for you. Firstly, you send me copies of all of your newspaper, magazine
and/or Yellow Page ads. Copies of brochures, quotes, sales scripts, letters, etc. In fact, any promotion you and/or Yellow Page ads. Copies of brochures, quotes, sales scripts, letters, etc. In fact, any promotion you
have ever done. Then I’ll fill out an extensive questionnaire with you over the phone, to help me have ever done. Then I’ll fill out an extensive questionnaire with you over the phone, to help me
understand your business better. I then analyze your information and the materials you send us, and if I understand your business better. I then analyze your information and the materials you send us, and if I
can't help you there’s no charge. can't help you there’s no charge.
If I can help, we’ll set a time for either a day of consulting or a 90-minute consultation that I’ll If I can help, we’ll set a time for either a day of consulting or a 90-minute consultation that I’ll
audiotape over the phone, or in our office. It’s from this consultation that you’ll get a marketing plan to audiotape over the phone, or in our office. It’s from this consultation that you’ll get a marketing plan to
follow. During this consultation . . . follow. During this consultation . . .
You’ll get specific strategies on how to best market your business. Plus you’ll learn what You’ll get specific strategies on how to best market your business. Plus you’ll learn what
promotions and costly marketing mistakes to avoid. promotions and costly marketing mistakes to avoid.
The three areas we look at are . . . The three areas we look at are . . .
#1. How to generate customer inquiries and get new customers. #1. How to generate customer inquiries and get new customers.
#2. How to get your existing customers to come back more often. #2. How to get your existing customers to come back more often.
#3. How to increase the value and profit of each sale you make. #3. How to increase the value and profit of each sale you make.
Here are some of the specific strategies you may get in this hour: Here are some of the specific strategies you may get in this hour:
• Promotions to build your image in the marketplace and keep your name in front of your • Promotions to build your image in the marketplace and keep your name in front of your
customers and prospects – while making profitable sales. customers and prospects – while making profitable sales.
• Strategies for getting new customers and systems to keep them coming back and buying more • Strategies for getting new customers and systems to keep them coming back and buying more
from you. from you.
• Advice on how to get the most out of your existing brochures, Yellow Pages ads, letters, press • Advice on how to get the most out of your existing brochures, Yellow Pages ads, letters, press
releases and any other promotional material you may have. releases and any other promotional material you may have.
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• Techniques for handling telephone inquiries, converting them into profitable sales, without • Techniques for handling telephone inquiries, converting them into profitable sales, without
discounting your prices. discounting your prices.
Plus more . . . Plus more . . .
As we speak I’ll tape headlines and opening paragraphs for ads you can use, telephone scripts for you As we speak I’ll tape headlines and opening paragraphs for ads you can use, telephone scripts for you
and your staff to use, sales presentations for your staff, outlines of Thank You and sales letters you can and your staff to use, sales presentations for your staff, outlines of Thank You and sales letters you can
send, plus more – all aimed at increasing your business. It may take you 12 months to apply it all. send, plus more – all aimed at increasing your business. It may take you 12 months to apply it all.
Following the consultation you get a prioritized action plan. It contains the most important things you Following the consultation you get a prioritized action plan. It contains the most important things you
should do to immediately start increasing your business. You also get a copy of the audiotape. By should do to immediately start increasing your business. You also get a copy of the audiotape. By
listening to it several times you’ll come up with your own ideas, sparked from our consultation. listening to it several times you’ll come up with your own ideas, sparked from our consultation.
Meanwhile, I will have the audiotape transcribed into a 20-24 page written report that you will receive Meanwhile, I will have the audiotape transcribed into a 20-24 page written report that you will receive
within 14-21 days of our consultation. This will become the basis of your marketing plan and future within 14-21 days of our consultation. This will become the basis of your marketing plan and future
promotional strategies! promotional strategies!
Your investment for this consultation, the audiotape and the printed marketing strategy transcript, is Your investment for this consultation, the audiotape and the printed marketing strategy transcript, is
$2,000. You also will get a copy of a past consulting report, another exciting $295 marketing nugget for $2,000. You also will get a copy of a past consulting report, another exciting $295 marketing nugget for
your reference. your reference.
After you get the transcript with the marketing strategies, you may want me to help you implement the After you get the transcript with the marketing strategies, you may want me to help you implement the
ideas, write the ads and letters and design monitoring and telephone inquiry systems I recommended and ideas, write the ads and letters and design monitoring and telephone inquiry systems I recommended and
gave examples of in the consultation. gave examples of in the consultation.
For this on-going support, total ad creation and copy-writing, you will get a separate proposal. I will For this on-going support, total ad creation and copy-writing, you will get a separate proposal. I will
do this after I see your materials and go through the analysis of your business. Your investment would do this after I see your materials and go through the analysis of your business. Your investment would
depend on the amount of work required. However, in most cases you will not need me, you’ll have most depend on the amount of work required. However, in most cases you will not need me, you’ll have most
of the answers in the tape transcript of the consultation. And to put you mind at ease about the whole of the answers in the tape transcript of the consultation. And to put you mind at ease about the whole
process . . . process . . .
Everything Is Covered By My Money-Back Guarantee. Everything Is Covered By My Money-Back Guarantee.
If you are not happy with the information given to you during the consultation, simply tell me before If you are not happy with the information given to you during the consultation, simply tell me before
we start the second part. I will stop and you don’t owe me a cent – plus you’ll get to keep what I have we start the second part. I will stop and you don’t owe me a cent – plus you’ll get to keep what I have
already given you. already given you.
Please let me know today if you want to take me up on this offer. I’ll make a time to do the Please let me know today if you want to take me up on this offer. I’ll make a time to do the
questionnaire with you right away. questionnaire with you right away.
By the way, in case you like this offer but are a little apprehensive about doing all of this over the By the way, in case you like this offer but are a little apprehensive about doing all of this over the
telephone, let me address that. You can actually gain more through a telephone consultation than a face- telephone, let me address that. You can actually gain more through a telephone consultation than a face-
to-face one. to-face one.
Here’s Why A Telephone Consultation Can Be Infinitely More Productive For You . . . Here’s Why A Telephone Consultation Can Be Infinitely More Productive For You . . .
First, and most obvious, is the saving in unnecessary travel costs and wasted time. But more First, and most obvious, is the saving in unnecessary travel costs and wasted time. But more
important, studies have shown that people hear and retain more by phone than they do in person. important, studies have shown that people hear and retain more by phone than they do in person.
Page 15 Page 15
In face-to-face meetings our eyes wander, sizing up the person, exchanging introductions and In face-to-face meetings our eyes wander, sizing up the person, exchanging introductions and
wondering what impression we are making. Plus we can be distracted by the pictures on the wall, the view wondering what impression we are making. Plus we can be distracted by the pictures on the wall, the view
out the window, items of furniture in the room and so on. All these tend to distract our concentration. out the window, items of furniture in the room and so on. All these tend to distract our concentration.
Telephone consultations eliminate all these distractions. Telephone consultations eliminate all these distractions.
You can focus directly on what you hear. You listen better, comprehend faster and retain more of You can focus directly on what you hear. You listen better, comprehend faster and retain more of
what you hear. That’s why for total concentration on your marketing needs I prefer to consult over the what you hear. That’s why for total concentration on your marketing needs I prefer to consult over the
phone. phone.
I will not hold back in what I advise you. I will not hold back in what I advise you.
You will get a complete run-down of useful, hands-on and “how to” marketing strategies for your You will get a complete run-down of useful, hands-on and “how to” marketing strategies for your
business. Plus specific wording, headlines, telephone scripts and other templates you’ll be able to use business. Plus specific wording, headlines, telephone scripts and other templates you’ll be able to use
word for word – Enough to keep you busy and profitable for a long, long time. word for word – Enough to keep you busy and profitable for a long, long time.
If you still need to see me in person you will have to come to me. I do not go to you unless you are If you still need to see me in person you will have to come to me. I do not go to you unless you are
prepared to pay me my full day (6 hours) consulting rate, which is $4,500 plus expenses. So, let’s get on prepared to pay me my full day (6 hours) consulting rate, which is $4,500 plus expenses. So, let’s get on
with the first step right now – me researching your material and how you market and promote your with the first step right now – me researching your material and how you market and promote your
business, as I mentioned before. business, as I mentioned before.
If, after seeing your material and analyzing your questionnaire, I don’t feel I can help you, we will not If, after seeing your material and analyzing your questionnaire, I don’t feel I can help you, we will not
proceed with the audiotaped consultation, and you owe nothing. proceed with the audiotaped consultation, and you owe nothing.
So act now. Pick up the phone and call me on (XXX) XXX-XXXX or fax me the form enclosed today So act now. Pick up the phone and call me on (XXX) XXX-XXXX or fax me the form enclosed today
on (XXX) XXX-XXXX. You’ll be glad you did. on (XXX) XXX-XXXX. You’ll be glad you did.
Regards, Regards,
Your Name Your Name

President President
Your Company Your Company
P.P.S. I do not keep accounts for this service. I must have your full investment at my office prior to P.P.S. I do not keep accounts for this service. I must have your full investment at my office prior to
the consultation. However, I will not bank it until we have finished the consultation. If we do not proceed the consultation. However, I will not bank it until we have finished the consultation. If we do not proceed
as arranged with you, you will get your original check or credit card slip returned to you. as arranged with you, you will get your original check or credit card slip returned to you.
Page 16 Page 16
FAX, MAIL OR PHONE TODAY! FAX, MAIL OR PHONE TODAY!
Yes, I want to take you up on your offer to analyze my business and come up with ideas for increasing my profits. Yes, I want to take you up on your offer to analyze my business and come up with ideas for increasing my profits.
I understand you will: I understand you will:
Carefully analyze all the promotional and sales materials I will send you, to see how they can Carefully analyze all the promotional and sales materials I will send you, to see how they can
be improved. be improved.
Go through an in-depth questionnaire to understand how I do things in my business. This alone Go through an in-depth questionnaire to understand how I do things in my business. This alone
may get me thinking along a fresh marketing perspective. may get me thinking along a fresh marketing perspective.
Come up with ideas to get new customers, improve my existing promotions and tell me not Come up with ideas to get new customers, improve my existing promotions and tell me not
only what to do, but also how to do it. only what to do, but also how to do it.
Supply me with a prioritized action plan for implementing the above. Supply me with a prioritized action plan for implementing the above.
Send me a copy of the audiotape and the 20-24 page transcript of this tape. This will become Send me a copy of the audiotape and the 20-24 page transcript of this tape. This will become
my marketing plan for the future. my marketing plan for the future.
Offer a money-back guarantee that I will get everything that you described to me. If I am not Offer a money-back guarantee that I will get everything that you described to me. If I am not
satisfied I can stop the Checkup before the second half of the consultation and owe nothing. satisfied I can stop the Checkup before the second half of the consultation and owe nothing.
Enclosed is my check for $2,000 (payable to “Your Company”). Enclosed is my check for $2,000 (payable to “Your Company”).
Please bill my credit card. Please bill my credit card.
Card Number:__________________________________ Expiry Date:________________ Card Number:__________________________________ Expiry Date:________________
Signature:________________________________________________________________ Signature:________________________________________________________________
First Name:___________________________ Last Name:___________________________ First Name:___________________________ Last Name:___________________________
Business Name:____________________________________________________________ Business Name:____________________________________________________________
Address:___________________________________________________________________ Address:___________________________________________________________________
City__________________________________________IL_________Zip Code:___________ City__________________________________________IL_________Zip Code:___________
Ph: ___________________________ Fax: ______________________________ Ph: ___________________________ Fax: ______________________________
Email: ______________________________ Website: _________________________________ Email: ______________________________ Website: _________________________________
Please fax this coupon to (XXX) XXX-XXXX or mail to [Your Please fax this coupon to (XXX) XXX-XXXX or mail to [Your
Company Name and Address] with your details. Company Name and Address] with your details.
Page 17 Page 17
Most Common Questions and Answers Most Common Questions and Answers
Our Marketing Checkups With Our Marketing Checkups With
Profit Improvement Plans Profit Improvement Plans
Here’s what others have asked about our methods before they increased their profits and Here’s what others have asked about our methods before they increased their profits and
became satisfied clients. became satisfied clients.
Question: “ Will I get value for what I invest?” Question: “ Will I get value for what I invest?”
Answer: Most of my prospective clients thought exactly the same thing. They thought my fee for Answer: Most of my prospective clients thought exactly the same thing. They thought my fee for
marketing strategies was quite high. When they became clients they realized that in many cases there marketing strategies was quite high. When they became clients they realized that in many cases there
would never be any marketing fee paid by them to me. In fact, depending on your goals and objectives would never be any marketing fee paid by them to me. In fact, depending on your goals and objectives
and the nature of your business, it is quite probable that your investment for my services will be returned and the nature of your business, it is quite probable that your investment for my services will be returned
many times over from the profits that my strategies, ads and letters produce for your business. many times over from the profits that my strategies, ads and letters produce for your business.
Question: “What do you know about my business or profession?” Question: “What do you know about my business or profession?”
Answer: I have produced significant increases in profits for many businesses, ranging from a tiny corner Answer: I have produced significant increases in profits for many businesses, ranging from a tiny corner
store to large corporations. store to large corporations.
I will never claim to know as much about your business as you do. What I do know, without question, is I will never claim to know as much about your business as you do. What I do know, without question, is
why customers buy, why they choose one business over a competing business, why they continue to buy why customers buy, why they choose one business over a competing business, why they continue to buy
from a business and why they stop. I know what kind of advertising and marketing strategies catches their from a business and why they stop. I know what kind of advertising and marketing strategies catches their
eye, attract them and motivates them to be a continuous, repeat and long-term customer or client. eye, attract them and motivates them to be a continuous, repeat and long-term customer or client.
Question: “How do I know you can help me?” Question: “How do I know you can help me?”
Answer: Wondering whether any consultant can help you makes good sense. The answer is quite simply Answer: Wondering whether any consultant can help you makes good sense. The answer is quite simply
“You don’t know!” It would be foolhardy for me to say you do know. I understand your concern and that “You don’t know!” It would be foolhardy for me to say you do know. I understand your concern and that
is why I take most of the risk on my shoulders. is why I take most of the risk on my shoulders.
At my own expense, I will go through a detailed questionnaire that will provide me with marketing At my own expense, I will go through a detailed questionnaire that will provide me with marketing
information about your business. After you have sent me your promotional material and given me the information about your business. After you have sent me your promotional material and given me the
answers to the questions I ask you, I will study them, analyze and dissect them, seeking to create answers to the questions I ask you, I will study them, analyze and dissect them, seeking to create
marketing strategies that will make your business much more profitable. marketing strategies that will make your business much more profitable.
This initial fact-finding is free of cost and “no obligation.” If I don’t feel that I can help you, you owe me This initial fact-finding is free of cost and “no obligation.” If I don’t feel that I can help you, you owe me
nothing and would have probably learned a lot in the process. nothing and would have probably learned a lot in the process.
Question: “You will probably suggest advertising methods that will be too costly and much too Question: “You will probably suggest advertising methods that will be too costly and much too
expensive for my business.” expensive for my business.”
Answer: Any good businessperson is concerned about whether advertising will be cost-effective. I Answer: Any good businessperson is concerned about whether advertising will be cost-effective. I
understand the potential high cost of advertising. I always work within the budgetary constraints that are understand the potential high cost of advertising. I always work within the budgetary constraints that are
established for you. Very often I redesign, redirect and refocus your present advertising methods, turning established for you. Very often I redesign, redirect and refocus your present advertising methods, turning
them into profit producing tools with very little additional cost to you. them into profit producing tools with very little additional cost to you.
Page 18 Page 18
Question: “I’ve tried all that before and nothing ever worked.” Question: “I’ve tried all that before and nothing ever worked.”
Answer: Many of my prospects, before they became profitable and satisfied clients said the very same Answer: Many of my prospects, before they became profitable and satisfied clients said the very same
thing. That is until they began to realize that much of the advertising and marketing that they did was all thing. That is until they began to realize that much of the advertising and marketing that they did was all
about what they were selling, not about what customers were buying. Their past advertising was not about what they were selling, not about what customers were buying. Their past advertising was not
effective because it was not client-centered. It was not about prospects problems and how their business effective because it was not client-centered. It was not about prospects problems and how their business
solves those problems. It was wasteful. Their advertising now generates leads, converts prospects into solves those problems. It was wasteful. Their advertising now generates leads, converts prospects into
customers and substantially increases profits. Because their advertising is now about their clients and customers and substantially increases profits. Because their advertising is now about their clients and
customers. customers.
Question: “I definitely could use effective and profit-producing marketing strategies. Unfortunately, I Question: “I definitely could use effective and profit-producing marketing strategies. Unfortunately, I
have no time during my business day to put them to work.” have no time during my business day to put them to work.”
Answer: Being in business is demanding and time-consuming. It is a 24-hour commitment. The beauty of Answer: Being in business is demanding and time-consuming. It is a 24-hour commitment. The beauty of
my profitable marketing strategies is that I make them systematic and easy to execute. They are my profitable marketing strategies is that I make them systematic and easy to execute. They are
implemented and used in step-by-step fashion. Other employees can do them because they are so easy to implemented and used in step-by-step fashion. Other employees can do them because they are so easy to
follow. It will most definitely not take you away from the pressing matters of your day-to-day business follow. It will most definitely not take you away from the pressing matters of your day-to-day business
activities. activities.
The objectives above are reasonable and very understandable. They are the very same questions that most The objectives above are reasonable and very understandable. They are the very same questions that most
satisfied customers asked me before we worked together to make their business more profitable. satisfied customers asked me before we worked together to make their business more profitable.
Call me now at (XXX) XXX-XXXX with any questions you might have about how I can help make your Call me now at (XXX) XXX-XXXX with any questions you might have about how I can help make your
business or profession more profitable through effective marketing strategies. business or profession more profitable through effective marketing strategies.
Page 19 Page 19
Page 20 Page 20
Would You Like Some Powerful Marketing Strategies Would You Like Some Powerful Marketing Strategies
To Get New Customers And Increase Your Cash-Flow? To Get New Customers And Increase Your Cash-Flow?
Hello ________ Hello ________
Since you invested in my Small Business Marketing Magic manual I wanted to let you in on an Since you invested in my Small Business Marketing Magic manual I wanted to let you in on an
exclusive service I offer to clients. exclusive service I offer to clients.
Now I’ve attached a real $1 bill coin to this letter. Now I’ve attached a real $1 bill coin to this letter.
Have I finally gone crazy? Or am I simply some crazy ‘marketing nut’ who throws away his Have I finally gone crazy? Or am I simply some crazy ‘marketing nut’ who throws away his
money? money?
Absolutely NOT. Absolutely NOT.
So why have I done this? Actually, it’s all for a very good reason. I am so sure that what I have to So why have I done this? Actually, it’s all for a very good reason. I am so sure that what I have to
say in this letter is going to make you money… say in this letter is going to make you money…
…that I am willing to invest $1 of my money to “buy” five minutes of your time to make sure …that I am willing to invest $1 of my money to “buy” five minutes of your time to make sure
you read it. you read it.
Just recently, a number of clients who have my Small Business Marketing Magic manual have Just recently, a number of clients who have my Small Business Marketing Magic manual have
considerably increased the effectiveness of their promotions by having me do a “Marketing Checkup” for considerably increased the effectiveness of their promotions by having me do a “Marketing Checkup” for
their business. In fact, one person made $4,000 in the next day. Another person makes $2,975 each time their business. In fact, one person made $4,000 in the next day. Another person makes $2,975 each time
he runs the ad I modified for him he runs the ad I modified for him
By now you may be wondering what is a ‘Marketing Checkup?’ Well, it’s simply a complete By now you may be wondering what is a ‘Marketing Checkup?’ Well, it’s simply a complete
analysis and overhaul of your marketing and advertising strategies. analysis and overhaul of your marketing and advertising strategies.
Here’s a quick outline of how it works… We’ll fill out a questionnaire with you, to help us Here’s a quick outline of how it works… We’ll fill out a questionnaire with you, to help us
understand your business better. You send us copies of all your newspaper, magazine and Yellow Pages understand your business better. You send us copies of all your newspaper, magazine and Yellow Pages
ads, plus copies of letters, radio and TV ads --in fact, any promotions you’ve ever done. ads, plus copies of letters, radio and TV ads --in fact, any promotions you’ve ever done.
We analyze your information and the materials you send us. If we can help you we’ll set a time for We analyze your information and the materials you send us. If we can help you we’ll set a time for
a 1-hour consultation, which we audio-tape, either over the phone or in our office. In that consultation… a 1-hour consultation, which we audio-tape, either over the phone or in our office. In that consultation…
You’ll get specific strategies on how to best market your business. You’ll get specific strategies on how to best market your business.
Plus you’ll learn what promotions and costly marketing mistakes to avoid. Plus you’ll learn what promotions and costly marketing mistakes to avoid.
Over a period of time this will make and save you thousands of dollars. Here are some of the Over a period of time this will make and save you thousands of dollars. Here are some of the
specific strategies you’ll get in this hour… specific strategies you’ll get in this hour…
How you can improve your existing promotions and ads. How you can improve your existing promotions and ads.
Page 21 Page 21
New ways to promote your business and increase sales at low cost. New ways to promote your business and increase sales at low cost.
How you can increase the effectiveness of every advertising and marketing dollar you spend while How you can increase the effectiveness of every advertising and marketing dollar you spend while
reducing your expenses. reducing your expenses.
Different ways to get new customers and leads. Different ways to get new customers and leads.
Advice on how to get the most of your brochures, Yellow Pages ads, letters and any other Advice on how to get the most of your brochures, Yellow Pages ads, letters and any other
questions you may have. questions you may have.
Different ways to network with other businesses and get referrals from your customers. Plus Different ways to network with other businesses and get referrals from your customers. Plus
more... more...
You will also get a prioritized action plan and a copy of the audio-tape. As we speak I’ll tape You will also get a prioritized action plan and a copy of the audio-tape. As we speak I’ll tape
headlines you could use, actual wording of letters and ads you can use, telephone scripts for your staff to headlines you could use, actual wording of letters and ads you can use, telephone scripts for your staff to
follow, plus more ... all aimed at increasing your business. It may take you 12 months to apply it all! follow, plus more ... all aimed at increasing your business. It may take you 12 months to apply it all!
Normally your investment is $2,000 for this service. Normally your investment is $2,000 for this service.
However, if you agree to let me use your consultation (with your name changed) as a template for However, if you agree to let me use your consultation (with your name changed) as a template for
developing a new product for my business, your investment will only be $1,495. All I ask is that you also developing a new product for my business, your investment will only be $1,495. All I ask is that you also
agree to give me a written testimonial after you’ve made extra profits with my strategies. Which I’ll use to agree to give me a written testimonial after you’ve made extra profits with my strategies. Which I’ll use to
sell my new product. sell my new product.
Of course, the Marketing Checklist is still covered by my guarantee. Of course, the Marketing Checklist is still covered by my guarantee.
If You Don’t Feel That You’ll Get Ten Times Your Investment Back If You Don’t Feel That You’ll Get Ten Times Your Investment Back
- You Can Stop Before We Get Into The 2nd Half Of The - You Can Stop Before We Get Into The 2nd Half Of The
Consultation And I’ll Return Your Money In Full. Consultation And I’ll Return Your Money In Full.
I am currently booked 10 days in advance for these Marketing Checkups, so please let me know I am currently booked 10 days in advance for these Marketing Checkups, so please let me know
now today if you want me to increase the effectiveness of all your ads, letters and promotions. now today if you want me to increase the effectiveness of all your ads, letters and promotions.
Pick up the phone and call me now on XXX-XXXX. Otherwise, I will be calling you next week to Pick up the phone and call me now on XXX-XXXX. Otherwise, I will be calling you next week to
answer any questions you may have. answer any questions you may have.
Regards, Regards,
[Your Name] [Your Name]
PS: I have attached some testimonials with the sort of results you can expect after a Marketing PS: I have attached some testimonials with the sort of results you can expect after a Marketing
Checkup of your business. Checkup of your business.
Page 22 Page 22
How To Double Or Triple How To Double Or Triple

The Response To Your Sales Letters The Response To Your Sales Letters
There is an easy way to increase the response to your direct mail. You should follow up your There is an easy way to increase the response to your direct mail. You should follow up your
letters with a phone call. A call will usually get a response from all the people who... letters with a phone call. A call will usually get a response from all the people who...
1. Were very interested in your offer, but got busy and simply forgot to call you at the time of 1. Were very interested in your offer, but got busy and simply forgot to call you at the time of
getting the letter. (In most cases they may never get to call you since the letter get lost on their getting the letter. (In most cases they may never get to call you since the letter get lost on their
desk) desk)
2. Were ‘sort of” interested, but still had a few question they wanted answered before making the 2. Were ‘sort of” interested, but still had a few question they wanted answered before making the
final commitment. final commitment.
3. Did not get the letter at all. (Yes that happens often). Simply send out another one and call them 3. Did not get the letter at all. (Yes that happens often). Simply send out another one and call them
back in a week. back in a week.
4. Were not interested in this offer but your letter sparked interest in something else they may want 4. Were not interested in this offer but your letter sparked interest in something else they may want
from you. Your call will prompt action from them to get what they want. from you. Your call will prompt action from them to get what they want.
It is not uncommon to get thousands of dollars extra with a phone follow up. Business you would It is not uncommon to get thousands of dollars extra with a phone follow up. Business you would
never have got otherwise. So follow up all your mailings for the Checkup. When we did this we were never have got otherwise. So follow up all your mailings for the Checkup. When we did this we were
getting 5 to 6 Checkups a week! Admittedly at the time I was still doing them at the cheap rate of $750. getting 5 to 6 Checkups a week! Admittedly at the time I was still doing them at the cheap rate of $750.
But what the heck, it was still a great response. But what the heck, it was still a great response.
On the following page you’ll see Example #3. It’s a telephone script you can use for your follow On the following page you’ll see Example #3. It’s a telephone script you can use for your follow
up. Use it or develop your own using mine as a starter. up. Use it or develop your own using mine as a starter.
Page 23 Page 23
Page 24 Page 24
Phone Script For Phone Script For

Following UP The “Dollar Bill” letter. Following UP The “Dollar Bill” letter.
You: Good morning, could I speak to ___________ You: Good morning, could I speak to ___________
Receptionist: Yes, may I ask what it is in regard to? Receptionist: Yes, may I ask what it is in regard to?
You: Yes. My name is _________ and I’m calling in regard to a letter we sent recently. __________ is You: Yes. My name is _________ and I’m calling in regard to a letter we sent recently. __________ is
one of our clients. one of our clients.
Client: Hello. Client: Hello.
You: Is this ________ You: Is this ________
Client: Yes. Client: Yes.
You: _______ ________ [full name] You: _______ ________ [full name]
Client: Yes. Client: Yes.
You: Thank you. _______, my name is _______ . I am [Your name]’s personal assistant. He/She asked You: Thank you. _______, my name is _______ . I am [Your name]’s personal assistant. He/She asked
me to call you regarding a letter he sent you recently. You’ll remember it because it had a dollar bill me to call you regarding a letter he sent you recently. You’ll remember it because it had a dollar bill
attached to it... attached to it...
Client: [You ‘11 get comments here. If not, just carry on...] Client: [You ‘11 get comments here. If not, just carry on...]
You: Great. As you may be aware, [your name] has recently developed a system for helping businesses You: Great. As you may be aware, [your name] has recently developed a system for helping businesses
such as yours to get new - customers and maximize the effectiveness of all your ads, letters and such as yours to get new - customers and maximize the effectiveness of all your ads, letters and
promotions. promotions.
Would you like [your name] to have a look at your marketing materials and analyze the way you promote Would you like [your name] to have a look at your marketing materials and analyze the way you promote
your business, to see if he can help you? your business, to see if he can help you?
IF ‘YES’ Great! What you have to do now is send me everything you’ve done to promote yourself and IF ‘YES’ Great! What you have to do now is send me everything you’ve done to promote yourself and
your three greatest challenges in your business. As soon as I’ve received this I’ll book you in with [your your three greatest challenges in your business. As soon as I’ve received this I’ll book you in with [your
name] for an initial analysis of your marketing strategies and ads. name] for an initial analysis of your marketing strategies and ads.
IF ‘NO’ Well fine, _______ . Is there a reason for that? and then... Is there any other areas in your IF ‘NO’ Well fine, _______ . Is there a reason for that? and then... Is there any other areas in your
business that we could help you? (and try to find out other areas you can get their business in) business that we could help you? (and try to find out other areas you can get their business in)
Page 25 Page 25
Page 26 Page 26
How To Customize Marketing Checkups How To Customize Marketing Checkups

To Specific Industry Groups. To Specific Industry Groups.
You may find that marketing to certain industry groups will be easier if you customize your sales You may find that marketing to certain industry groups will be easier if you customize your sales
letter with their jargon and their industry or business type. letter with their jargon and their industry or business type.
You should customize the headline and, where possible, some of the contents of the letter itself. In You should customize the headline and, where possible, some of the contents of the letter itself. In
most cases it’ll simply be a few words on each page you’ll have to change. most cases it’ll simply be a few words on each page you’ll have to change.
For example if you are targeting Accountants you’d use the letter as per Example #4 on the For example if you are targeting Accountants you’d use the letter as per Example #4 on the
following page. However, if you were targeting restaurants you’d substitute the word restaurants instead following page. However, if you were targeting restaurants you’d substitute the word restaurants instead
of ‘accountants.’ In the body copy of the letter you’d say ‘customers or patrons’ instead of clients. of ‘accountants.’ In the body copy of the letter you’d say ‘customers or patrons’ instead of clients.
This ‘customization’ will increase your response greatly in most cases. This ‘customization’ will increase your response greatly in most cases.
On the following page you’ll see Example #4. It’s a letter that demonstrates the ‘customization On the following page you’ll see Example #4. It’s a letter that demonstrates the ‘customization
principle. It works. We used it to sell a number of Checkups for accountancy practices. principle. It works. We used it to sell a number of Checkups for accountancy practices.
Try it. It may work for you as well!! Try it. It may work for you as well!!
Page 27 Page 27
Page 28 Page 28
How to get new clients and referrals How to get new clients and referrals
for your Accountancy Practice – even for your Accountancy Practice – even
if your fees are higher than your competitors. if your fees are higher than your competitors.
Hi there! Hi there!
Thanks for wanting to know more. Thanks for wanting to know more.
The Profit Improvement Plan with a Marketing Checkup will give you practical, step-by-step tools The Profit Improvement Plan with a Marketing Checkup will give you practical, step-by-step tools
you need to immediately increase your income. It’s a complete analysis and review of your marketing you need to immediately increase your income. It’s a complete analysis and review of your marketing
and advertising strategies and is designed for fast, measurable results. and advertising strategies and is designed for fast, measurable results.
Let’s face it, we all have our strengths and weaknesses. Sometimes, because you are too close to Let’s face it, we all have our strengths and weaknesses. Sometimes, because you are too close to
your Accountancy Practice it’s hard to see how to improve your results -- without working harder or your Accountancy Practice it’s hard to see how to improve your results -- without working harder or
longer. And that’s where I may be able to help you. By analyzing what you are doing now, I’ll be able to longer. And that’s where I may be able to help you. By analyzing what you are doing now, I’ll be able to
see what overlooked windows of opportunities you have, and you’ll get strategies to take advantage of see what overlooked windows of opportunities you have, and you’ll get strategies to take advantage of
these opportunities. these opportunities.
Let me explain what we do for you. Firstly, you send us copies of all your newspaper, magazine and Let me explain what we do for you. Firstly, you send us copies of all your newspaper, magazine and
Yellow Pages ads. Copies of brochures, quotes, letters, radio and T.V ads (if any). In fact any promotion Yellow Pages ads. Copies of brochures, quotes, letters, radio and T.V ads (if any). In fact any promotion
you have ever done. Then we’ll fill out an extensive questionnaire with you over the phone, to help us you have ever done. Then we’ll fill out an extensive questionnaire with you over the phone, to help us
understand your Practice better. understand your Practice better.
We then analyze your information and the materials you send us. If we can help you, we’ll set a time We then analyze your information and the materials you send us. If we can help you, we’ll set a time
for a one hour consultation, which we audio-tape over the phone or in our office. In this hour… for a one hour consultation, which we audio-tape over the phone or in our office. In this hour…
You’ll get specific strategies on how to best market You’ll get specific strategies on how to best market
your Accountancy Practice. PLUS you’ll learn what promotions your Accountancy Practice. PLUS you’ll learn what promotions
and costly marketing mistakes to avoid. and costly marketing mistakes to avoid.
Over a period of time this can save you thousands of dollars. Here are some of the specific strategies Over a period of time this can save you thousands of dollars. Here are some of the specific strategies
you may get in this hour… you may get in this hour…
How to get more business from your existing clients and how to increase the value of each service How to get more business from your existing clients and how to increase the value of each service
you provide. you provide.
New ways to promote your Practice and increase fee income using low cost strategies. New ways to promote your Practice and increase fee income using low cost strategies.
What you should do to increase the effectiveness of every advertising and marketing dollar you What you should do to increase the effectiveness of every advertising and marketing dollar you
spend and produce two, three or four times the sales results for as little as half little as half your spend and produce two, three or four times the sales results for as little as half little as half your
current marketing cost current marketing cost
Innovative ways to get new client inquiries and how to convert more of them into on-going, Innovative ways to get new client inquiries and how to convert more of them into on-going,
Page 29 Page 29
loyal clients. loyal clients.
Advice on how to get the most out of your existing brochures, Yellow Pages ads, letters, press Advice on how to get the most out of your existing brochures, Yellow Pages ads, letters, press
releases and any other promotional materials you may have. releases and any other promotional materials you may have.
Different ways to network with other businesses and get more referrals from your clients. Different ways to network with other businesses and get more referrals from your clients.
How to develop systems to increase your conversions from potential client inquiries to regular How to develop systems to increase your conversions from potential client inquiries to regular
clients and at higher fees than you are presently getting. clients and at higher fees than you are presently getting.
How to handle telephone inquiries for increased sales and how to qualify your callers to How to handle telephone inquiries for increased sales and how to qualify your callers to
avoid the price shoppers. avoid the price shoppers.
The single most common mistake in getting new clients and how to avoid it before you waste The single most common mistake in getting new clients and how to avoid it before you waste
thousands of dollars and your valuable time. Plus more... thousands of dollars and your valuable time. Plus more...
As we speak, I’ll tape headlines and opening paragraphs for ads you can use, telephone scripts for As we speak, I’ll tape headlines and opening paragraphs for ads you can use, telephone scripts for
you and your staff to use, sales presentations for your staff, outlines of Thank You and business you and your staff to use, sales presentations for your staff, outlines of Thank You and business
generating letters you can send, plus more -- all aimed at increasing your Practice. It may take you 12 generating letters you can send, plus more -- all aimed at increasing your Practice. It may take you 12
months to apply it all. months to apply it all.
Following the consultation, you get a prioritized action plan. It contains the most important things Following the consultation, you get a prioritized action plan. It contains the most important things
you should do to immediately start increasing your profits. You also get a copy of the audio tape. By you should do to immediately start increasing your profits. You also get a copy of the audio tape. By
listening to it several times, you’ll come up with your own ideas sparked from our consultation. listening to it several times, you’ll come up with your own ideas sparked from our consultation.
Meanwhile, I will have the audio-tape transcribed into a 20-24 page written report which you will Meanwhile, I will have the audio-tape transcribed into a 20-24 page written report which you will
receive within 10- 14 days of our consultation. This will become the basis of your marketing plan and receive within 10- 14 days of our consultation. This will become the basis of your marketing plan and
future promotional strategies! future promotional strategies!
Your investment for this consultation, the audio-tape and the printed marketing strategy transcript is Your investment for this consultation, the audio-tape and the printed marketing strategy transcript is
$2,000. You also get a copy of my $495 Small Business Marketing Magic Manual audio cassette package $2,000. You also get a copy of my $495 Small Business Marketing Magic Manual audio cassette package
for your reference. for your reference.
After you get the transcript with the marketing strategies, you may want me to help you implement After you get the transcript with the marketing strategies, you may want me to help you implement
the ideas, write the ads and letters and design monitoring and telephone inquiry systems I recommended the ideas, write the ads and letters and design monitoring and telephone inquiry systems I recommended
and gave examples of in the consultation. and gave examples of in the consultation.
For this on-going support, total ad creation, and copy writing, you will get a separate proposal. I will For this on-going support, total ad creation, and copy writing, you will get a separate proposal. I will
do this after I see your materials and go through the analysis of your business. Your investment would do this after I see your materials and go through the analysis of your business. Your investment would
depend on the amount of work required. However, in most cases you will not need me, you’ll have most depend on the amount of work required. However, in most cases you will not need me, you’ll have most
of the answers in the tape transcript of the consultation. of the answers in the tape transcript of the consultation.
And of course... And of course...
Everything is covered by my money-back guarantee. Everything is covered by my money-back guarantee.

If you don’t get what I’ve described, you don’t pay. If you don’t get what I’ve described, you don’t pay.
Please let me know today if you want to take me up on this offer. I’ll make a time to do the Please let me know today if you want to take me up on this offer. I’ll make a time to do the
questionnaire with you right away. questionnaire with you right away.
Page 30 Page 30
By the way, in case you like this offer but are a little apprehensive about doing all of this over the By the way, in case you like this offer but are a little apprehensive about doing all of this over the
telephone, let me address that. You can actually gain more through a telephone consultation than a face- telephone, let me address that. You can actually gain more through a telephone consultation than a face-
to-face one. Here’s why a telephone consultation can be infinitely more productive for you. to-face one. Here’s why a telephone consultation can be infinitely more productive for you.
First, and most obvious, is the saving in unnecessary travel costs and wasted time. But more First, and most obvious, is the saving in unnecessary travel costs and wasted time. But more
importantly, studies have shown that people hear and retain more by phone, than they do in person. importantly, studies have shown that people hear and retain more by phone, than they do in person.
In face-to-face meetings our eyes wander, sizing up the person, exchanging introductions and In face-to-face meetings our eyes wander, sizing up the person, exchanging introductions and
wondering what impression we are making. Plus we can be distracted by the pictures on the wall, the view wondering what impression we are making. Plus we can be distracted by the pictures on the wall, the view
out of the window, items and furniture in the room and so on. All these tend to distract our concentration. out of the window, items and furniture in the room and so on. All these tend to distract our concentration.
Telephone consultations eliminate all these distractions. You can focus directly on what you hear. Telephone consultations eliminate all these distractions. You can focus directly on what you hear.
You listen better, comprehend faster, and retain more of what you hear. That’s why for total concentration You listen better, comprehend faster, and retain more of what you hear. That’s why for total concentration
on your marketing needs I prefer to consult over the phone. on your marketing needs I prefer to consult over the phone.
I will not hold back in what I advise you. You will get a complete run-down of useful, hand-on, I will not hold back in what I advise you. You will get a complete run-down of useful, hand-on,
“How-to” marketing strategies for your Accountancy Practice. Enough to keep you busy, and profitable, “How-to” marketing strategies for your Accountancy Practice. Enough to keep you busy, and profitable,
for a long time. for a long time.
So let’s get on with the first step. Me researching your materials and how you market and promote So let’s get on with the first step. Me researching your materials and how you market and promote
your practice right now. your practice right now.
Incidentally, if after seeing your materials and analyzing your questionnaire I don’t feel I can help Incidentally, if after seeing your materials and analyzing your questionnaire I don’t feel I can help
you, we will not proceed with the audio-taped consultation. In that case I’ll refund any investment you’ve you, we will not proceed with the audio-taped consultation. In that case I’ll refund any investment you’ve
made immediately and you owe nothing else. made immediately and you owe nothing else.
Call me on (XXX) XXX-XXXX or fax the form enclosed to (XXX) XXX-XXXX. Call me on (XXX) XXX-XXXX or fax the form enclosed to (XXX) XXX-XXXX.
Regards, Regards,
[Your name] [Your name]
P.S. I am enclosing some recent testimonials with results that other professionals and business owners P.S. I am enclosing some recent testimonials with results that other professionals and business owners
have got with the strategies I recommended. have got with the strategies I recommended.
Page 31 Page 31
Page 32 Page 32
How To “Close The Sale” How To “Close The Sale”

When Following Up Your Initial Letter. When Following Up Your Initial Letter.
Once you’ve faxed or sent the letter you simply call the business owner and book a time for the Once you’ve faxed or sent the letter you simply call the business owner and book a time for the
initial questionnaire. initial questionnaire.
If they are hesitant, you must stress that... If they are hesitant, you must stress that...
“There is no charge for doing this initial fact-finding. All I want to do is find out if I can help “There is no charge for doing this initial fact-finding. All I want to do is find out if I can help
you.” OR “If I can’t help, for whatever reason, we don’t proceed to the next stage. That’s fair isn’t it’?” you.” OR “If I can’t help, for whatever reason, we don’t proceed to the next stage. That’s fair isn’t it’?”
“Great. So can we schedule you for…” “Great. So can we schedule you for…”
“Now what I’ll need before we do the analysis is all your ads, letters, brochures and other “Now what I’ll need before we do the analysis is all your ads, letters, brochures and other
promotional material.” promotional material.”
This is a non-threatening way to get a commitment. Once they commit to the questionnaire you’ll This is a non-threatening way to get a commitment. Once they commit to the questionnaire you’ll
find that up to 95% will go all the way (depending on your skill in handling the process). find that up to 95% will go all the way (depending on your skill in handling the process).
Important: If they don’t send the material you don’t do the questionnaire. Postpone it by another week Important: If they don’t send the material you don’t do the questionnaire. Postpone it by another week
(you are very busy. remember?). Facts are, if they haven’t taken the time to send you their materials, they (you are very busy. remember?). Facts are, if they haven’t taken the time to send you their materials, they
are not committed to going through with it. are not committed to going through with it.
Page 33 Page 33
Page 34 Page 34
How to Handle The Fact Finding Questionnaire How to Handle The Fact Finding Questionnaire
This is a critical part of the Checkup process. The idea of this questionnaire is to get a clear picture This is a critical part of the Checkup process. The idea of this questionnaire is to get a clear picture
of where they are at and what you can do to help. The questions are designed to give you most of the of where they are at and what you can do to help. The questions are designed to give you most of the
answers you’ll need to give them truly valuable advice. answers you’ll need to give them truly valuable advice.
They are questions that most people in business should be asking themselves - but rarely do. It They are questions that most people in business should be asking themselves - but rarely do. It
may be a wise move for you to ask yourself the same questions for your consulting business. It’ll help may be a wise move for you to ask yourself the same questions for your consulting business. It’ll help
focus your efforts in the most profitable areas. focus your efforts in the most profitable areas.
You must audio-tape this session as well, since you may get ideas of how you can help as you You must audio-tape this session as well, since you may get ideas of how you can help as you
replay it. (Make sure you ask for their permission to do this) replay it. (Make sure you ask for their permission to do this)
You should also make notes whenever the answers you get during the questionnaire spark an idea You should also make notes whenever the answers you get during the questionnaire spark an idea
in your mind. Jot down brief notes. You can always expand on the ideas later. (You can tell your client in your mind. Jot down brief notes. You can always expand on the ideas later. (You can tell your client
you’ll be taking notes as you go) you’ll be taking notes as you go)
Once you have the basic ideas, you will then expand on them during the actual One-hour Once you have the basic ideas, you will then expand on them during the actual One-hour
Marketing Checkup consultation. Finish the questionnaire off by telling your client you’ll call them in a Marketing Checkup consultation. Finish the questionnaire off by telling your client you’ll call them in a
couple of days -- After you’ve analyzed their answers to see if you could really help them. couple of days -- After you’ve analyzed their answers to see if you could really help them.
Important Note: You should always wait two days before confirming the final Checkup. (Even if you are Important Note: You should always wait two days before confirming the final Checkup. (Even if you are
certain you already have a lot of million dollar ideas for your client) This will increase the perceived certain you already have a lot of million dollar ideas for your client) This will increase the perceived
value of the advice you are offering. Don’t short-cut this process. You’ll be sorry if you do. value of the advice you are offering. Don’t short-cut this process. You’ll be sorry if you do.
Page 35 Page 35
Page 36 Page 36
Marketing Checkup Marketing Checkup

PRE-DIAGNOSTIC INTERVIEW CHECKLIST PRE-DIAGNOSTIC INTERVIEW CHECKLIST
Name of Client: ________________________________________________ Date: ____________ Name of Client: ________________________________________________ Date: ____________
1. Name of company(s)? 1. Name of company(s)?

_____________________________________________________________________________________ _____________________________________________________________________________________
_____________________________________________________________________________________ _____________________________________________________________________________________
__________________________________________________________________________________ __________________________________________________________________________________
2. Years in business? 2. Years in business?
____________________________________________________________________________________ ____________________________________________________________________________________
3. Positions and responsibilities of executives being interviewed? Final decision maker(s). 3. Positions and responsibilities of executives being interviewed? Final decision maker(s).
_____________________________________________________________________________________ _____________________________________________________________________________________
_____________________________________________________________________________________ _____________________________________________________________________________________
__________________________________________________________________________________ __________________________________________________________________________________
4. Number of non-sales employees by category? (Top executives, managers, staff, line workers, etc.) 4. Number of non-sales employees by category? (Top executives, managers, staff, line workers, etc.)
_____________________________________________________________________________________ _____________________________________________________________________________________
_____________________________________________________________________________________ _____________________________________________________________________________________
__________________________________________________________________________________ __________________________________________________________________________________
5. Number of sales reps? (Inside, outside, etc.) 5. Number of sales reps? (Inside, outside, etc.)
_____________________________________________________________________________________ _____________________________________________________________________________________
___________________________________________________________________________________ ___________________________________________________________________________________
____________________________________________________________________________________ ____________________________________________________________________________________
6. Financial Statements. (Last couple of years and any year to date info.) 6. Financial Statements. (Last couple of years and any year to date info.)
_____________________________________________________________________________________ _____________________________________________________________________________________
___________________________________________________________________________________ ___________________________________________________________________________________
____________________________________________________________________________________ ____________________________________________________________________________________
7. Provide any of the following you have or use: 7. Provide any of the following you have or use:
Page 37 Page 37
A. Marketing Plans A. Marketing Plans
B. Marketing Budgets B. Marketing Budgets
C. Product Line Information –Front and Back End, Prices, Costs, JV Splits, Advertising, etc. C. Product Line Information –Front and Back End, Prices, Costs, JV Splits, Advertising, etc.
D. Compliance Information D. Compliance Information
E. Current Marketing/Advertising Materials E. Current Marketing/Advertising Materials
F. Marketing/Advertising Statistics (Cost of marketing/advertising, cost per lead, cost per sale, F. Marketing/Advertising Statistics (Cost of marketing/advertising, cost per lead, cost per sale,
response rates, campaign tracking results, number of leads, number of presentations, response rates, campaign tracking results, number of leads, number of presentations,
closing/conversion rates, repeat sales, lifetime value of a customer, test results, current closing/conversion rates, repeat sales, lifetime value of a customer, test results, current
controls, refunds/cancellations, up-selling, cross-selling, etc.?) controls, refunds/cancellations, up-selling, cross-selling, etc.?)
*Plus, any or all other financial/statistical information or data you think we should be reviewing. *Plus, any or all other financial/statistical information or data you think we should be reviewing.
_____________________________________________________________________________________ _____________________________________________________________________________________
_____________________________________________________________________________________ _____________________________________________________________________________________
_____________________________________________________________________________________ _____________________________________________________________________________________
_________________________________________________________________________________ _________________________________________________________________________________
8. What are the major problems facing this organization, whether sales/marketing related or not? 8. What are the major problems facing this organization, whether sales/marketing related or not?
_____________________________________________________________________________________ _____________________________________________________________________________________
_____________________________________________________________________________________ _____________________________________________________________________________________
__________________________________________________________________________________ __________________________________________________________________________________
9. What problems are you facing that are shared by the rest of your industry? 9. What problems are you facing that are shared by the rest of your industry?
_____________________________________________________________________________________ _____________________________________________________________________________________
_____________________________________________________________________________________ _____________________________________________________________________________________
__________________________________________________________________________________ __________________________________________________________________________________
10. Are there any unique geographic issues? 10. Are there any unique geographic issues?
_____________________________________________________________________________________ _____________________________________________________________________________________
_____________________________________________________________________________________ _____________________________________________________________________________________
__________________________________________________________________________________ __________________________________________________________________________________
11. What governmental or regulatory issues are present? 11. What governmental or regulatory issues are present?
_____________________________________________________________________________________ _____________________________________________________________________________________
_____________________________________________________________________________________ _____________________________________________________________________________________
__________________________________________________________________________________ __________________________________________________________________________________
12. How does this company rank in terms of sales, etc. with competitors or others in the industry? 12. How does this company rank in terms of sales, etc. with competitors or others in the industry?
_____________________________________________________________________________________ _____________________________________________________________________________________
_____________________________________________________________________________________ _____________________________________________________________________________________
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__________________________________________________________________________________ __________________________________________________________________________________
13. What kind of staff/rep turnover have you experienced? 13. What kind of staff/rep turnover have you experienced?
_____________________________________________________________________________________ _____________________________________________________________________________________
_____________________________________________________________________________________ _____________________________________________________________________________________
__________________________________________________________________________________ __________________________________________________________________________________
14. Do you assess employees before hiring? During employment? 14. Do you assess employees before hiring? During employment?
_____________________________________________________________________________________ _____________________________________________________________________________________
_____________________________________________________________________________________ _____________________________________________________________________________________
__________________________________________________________________________________ __________________________________________________________________________________
15. What sales/marketing tools, systems and practices are employed? 15. What sales/marketing tools, systems and practices are employed?
_____________________________________________________________________________________ _____________________________________________________________________________________
_____________________________________________________________________________________ _____________________________________________________________________________________
__________________________________________________________________________________ __________________________________________________________________________________
16. What are the greatest areas of potential growth which did not materialize in the last couple of years? 16. What are the greatest areas of potential growth which did not materialize in the last couple of years?
_____________________________________________________________________________________ _____________________________________________________________________________________
_____________________________________________________________________________________ _____________________________________________________________________________________
__________________________________________________________________________________ __________________________________________________________________________________
17. How are communications handled within the organization? 17. How are communications handled within the organization?
_____________________________________________________________________________________ _____________________________________________________________________________________
_____________________________________________________________________________________ _____________________________________________________________________________________
__________________________________________________________________________________ __________________________________________________________________________________
18. Are there breakdowns in communication? 18. Are there breakdowns in communication?
_____________________________________________________________________________________ _____________________________________________________________________________________
_____________________________________________________________________________________ _____________________________________________________________________________________
__________________________________________________________________________________ __________________________________________________________________________________
19. What is the biggest time bomb ticking in the organization? 19. What is the biggest time bomb ticking in the organization?
_____________________________________________________________________________________ _____________________________________________________________________________________
_____________________________________________________________________________________ _____________________________________________________________________________________
__________________________________________________________________________________ __________________________________________________________________________________
20. What is the current and desired growth rate of the company? 20. What is the current and desired growth rate of the company?
_____________________________________________________________________________________ _____________________________________________________________________________________
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_____________________________________________________________________________________ _____________________________________________________________________________________
__________________________________________________________________________________ __________________________________________________________________________________
21. What new products or services do you see as vital in the next few years for the company to continue 21. What new products or services do you see as vital in the next few years for the company to continue
to grow at the rate it has or better? to grow at the rate it has or better?
_____________________________________________________________________________________ _____________________________________________________________________________________
_____________________________________________________________________________________ _____________________________________________________________________________________
__________________________________________________________________________________ __________________________________________________________________________________
22. What is the marketing/sales problem(s)/issue(s) as defined by client? 22. What is the marketing/sales problem(s)/issue(s) as defined by client?
_____________________________________________________________________________________ _____________________________________________________________________________________
_____________________________________________________________________________________ _____________________________________________________________________________________
__________________________________________________________________________________ __________________________________________________________________________________
23. What solutions would the client deem acceptable and desired? 23. What solutions would the client deem acceptable and desired?
_____________________________________________________________________________________ _____________________________________________________________________________________
_____________________________________________________________________________________ _____________________________________________________________________________________
__________________________________________________________________________________ __________________________________________________________________________________
24. How are marketing/advertising/sales results currently quantified and measured? 24. How are marketing/advertising/sales results currently quantified and measured?
_____________________________________________________________________________________ _____________________________________________________________________________________
_____________________________________________________________________________________ _____________________________________________________________________________________
__________________________________________________________________________________ __________________________________________________________________________________
25. What responsibilities/assistance are you looking for from us? 25. What responsibilities/assistance are you looking for from us?
_____________________________________________________________________________________ _____________________________________________________________________________________
_____________________________________________________________________________________ _____________________________________________________________________________________
__________________________________________________________________________________ __________________________________________________________________________________
26. Are there any solutions that would be totally unacceptable? 26. Are there any solutions that would be totally unacceptable?
_____________________________________________________________________________________ _____________________________________________________________________________________
_____________________________________________________________________________________ _____________________________________________________________________________________
__________________________________________________________________________________ __________________________________________________________________________________
27. What's been done so far to address the problems? 27. What's been done so far to address the problems?
_____________________________________________________________________________________ _____________________________________________________________________________________
_____________________________________________________________________________________ _____________________________________________________________________________________
__________________________________________________________________________________ __________________________________________________________________________________
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28. Are there any angles or perspectives that you feel need to be explored? 28. Are there any angles or perspectives that you feel need to be explored?
_____________________________________________________________________________________ _____________________________________________________________________________________
_____________________________________________________________________________________ _____________________________________________________________________________________
__________________________________________________________________________________ __________________________________________________________________________________
29. Are there any potential resistance barriers we need to be aware of? (Internal and external.) 29. Are there any potential resistance barriers we need to be aware of? (Internal and external.)
_____________________________________________________________________________________ _____________________________________________________________________________________
_____________________________________________________________________________________ _____________________________________________________________________________________
__________________________________________________________________________________ __________________________________________________________________________________
30. What are the goals of the people responsible for growth and improvement? 30. What are the goals of the people responsible for growth and improvement?
_____________________________________________________________________________________ _____________________________________________________________________________________
_____________________________________________________________________________________ _____________________________________________________________________________________
__________________________________________________________________________________ __________________________________________________________________________________
31. What are the time frames they are looking for? 31. What are the time frames they are looking for?
_____________________________________________________________________________________ _____________________________________________________________________________________
_____________________________________________________________________________________ _____________________________________________________________________________________
__________________________________________________________________________________ __________________________________________________________________________________
32. Are there other problems that underlay the surface problems? 32. Are there other problems that underlay the surface problems?
_____________________________________________________________________________________ _____________________________________________________________________________________
_____________________________________________________________________________________ _____________________________________________________________________________________
__________________________________________________________________________________ __________________________________________________________________________________
33. Are there any sensitive issues we need to know about? 33. Are there any sensitive issues we need to know about?
_____________________________________________________________________________________ _____________________________________________________________________________________
_____________________________________________________________________________________ _____________________________________________________________________________________
__________________________________________________________________________________ __________________________________________________________________________________
34. Have you done any studies or market research? 34. Have you done any studies or market research?
_____________________________________________________________________________________ _____________________________________________________________________________________
_____________________________________________________________________________________ _____________________________________________________________________________________
__________________________________________________________________________________ __________________________________________________________________________________
35. What are your targeting methods? 35. What are your targeting methods?
_____________________________________________________________________________________ _____________________________________________________________________________________
_____________________________________________________________________________________ _____________________________________________________________________________________
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__________________________________________________________________________________ __________________________________________________________________________________
36. What marketing processes are in place for existing customers/clients? 36. What marketing processes are in place for existing customers/clients?
_____________________________________________________________________________________ _____________________________________________________________________________________
_____________________________________________________________________________________ _____________________________________________________________________________________
__________________________________________________________________________________ __________________________________________________________________________________
37. Are there any formal customer/client referral strategies in place? 37. Are there any formal customer/client referral strategies in place?
_____________________________________________________________________________________ _____________________________________________________________________________________
_____________________________________________________________________________________ _____________________________________________________________________________________
__________________________________________________________________________________ __________________________________________________________________________________
38. Do you have or collect testimonials? 38. Do you have or collect testimonials?
____________________________________________________________________________________ ____________________________________________________________________________________
39. What joint venture, strategic alliances, sponsorships, etc., has the company entered into and/or 39. What joint venture, strategic alliances, sponsorships, etc., has the company entered into and/or
contemplated but not yet accomplished? contemplated but not yet accomplished?
_____________________________________________________________________________________ _____________________________________________________________________________________
_____________________________________________________________________________________ _____________________________________________________________________________________
_____________________________________________________________________________________ _____________________________________________________________________________________
_____________________________________________________________________________________ _____________________________________________________________________________________
_____________________________________________________________________________________ _____________________________________________________________________________________
_______________________________________________________________________________ _______________________________________________________________________________
40. What other consultants are currently employed by firm? 40. What other consultants are currently employed by firm?
a. Name of consultants a. Name of consultants

_____________________________________________________________________________________ _____________________________________________________________________________________
_____________________________________________________________________________________ _____________________________________________________________________________________
__________________________________________________________________________________ __________________________________________________________________________________
b. Assignments given to consultants b. Assignments given to consultants

_____________________________________________________________________________________ _____________________________________________________________________________________
_____________________________________________________________________________________ _____________________________________________________________________________________
__________________________________________________________________________________ __________________________________________________________________________________
c. Results obtained by consultants c. Results obtained by consultants

_____________________________________________________________________________________ _____________________________________________________________________________________
_____________________________________________________________________________________ _____________________________________________________________________________________
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__________________________________________________________________________________ __________________________________________________________________________________
41. What do you like about past or existing consulting relationships? 41. What do you like about past or existing consulting relationships?
_____________________________________________________________________________________ _____________________________________________________________________________________
_____________________________________________________________________________________ _____________________________________________________________________________________
__________________________________________________________________________________ __________________________________________________________________________________
42. What do you not like about past or existing consulting relationships? 42. What do you not like about past or existing consulting relationships?
_____________________________________________________________________________________ _____________________________________________________________________________________
_____________________________________________________________________________________ _____________________________________________________________________________________
__________________________________________________________________________________ __________________________________________________________________________________
43. Do you have SOP's (Standard Operating Procedures) in place regarding any functions including but 43. Do you have SOP's (Standard Operating Procedures) in place regarding any functions including but
not limited to marketing, sales, order taking, customer service, results analysis, new customer acquisition, not limited to marketing, sales, order taking, customer service, results analysis, new customer acquisition,
communications, dissemination of information, new product/service introduction, etc.? communications, dissemination of information, new product/service introduction, etc.?
_____________________________________________________________________________________ _____________________________________________________________________________________
_____________________________________________________________________________________ _____________________________________________________________________________________
_____________________________________________________________________________________ _____________________________________________________________________________________
_____________________________________________________________________________________ _____________________________________________________________________________________
_____________________________________________________________________________________ _____________________________________________________________________________________
_______________________________________________________________________________ _______________________________________________________________________________
44. Have you ever used celebrities or paid or unpaid endorsements from third parties? 44. Have you ever used celebrities or paid or unpaid endorsements from third parties?
_____________________________________________________________________________________ _____________________________________________________________________________________
_____________________________________________________________________________________ _____________________________________________________________________________________
__________________________________________________________________________________ __________________________________________________________________________________
45. What are your personal goals in relation to the business? What aspects do you not like about the 45. What are your personal goals in relation to the business? What aspects do you not like about the
business as it now runs that you would like to change due to the effect they have on your personal life? business as it now runs that you would like to change due to the effect they have on your personal life?
_____________________________________________________________________________________ _____________________________________________________________________________________
_____________________________________________________________________________________ _____________________________________________________________________________________
_____________________________________________________________________________________ _____________________________________________________________________________________
_____________________________________________________________________________________ _____________________________________________________________________________________
_____________________________________________________________________________________ _____________________________________________________________________________________
_____________________________________________________________________________________ _____________________________________________________________________________________
_____________________________________________________________________________________ _____________________________________________________________________________________
_____________________________________________________________________________________ _____________________________________________________________________________________
________________________________________ ________________________________________
46. Describe the highest and best use of your time as you see it, and that fits into what you really like 46. Describe the highest and best use of your time as you see it, and that fits into what you really like
doing. doing.
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_____________________________________________________________________________________ _____________________________________________________________________________________
_____________________________________________________________________________________ _____________________________________________________________________________________
_____________________________________________________________________________________ _____________________________________________________________________________________
_____________________________________________________________________________________ _____________________________________________________________________________________
_____________________________________________________________________________________ _____________________________________________________________________________________
_______________________________________________________________________________ _______________________________________________________________________________
47. Do you have any specific but out of the ordinary goals for the business, such as a public offering, 47. Do you have any specific but out of the ordinary goals for the business, such as a public offering,
expansion overseas, selling out, taking in partners, etc.? expansion overseas, selling out, taking in partners, etc.?
_____________________________________________________________________________________ _____________________________________________________________________________________
_____________________________________________________________________________________ _____________________________________________________________________________________
_____________________________________________________________________________________ _____________________________________________________________________________________
_____________________________________________________________________________________ _____________________________________________________________________________________
_____________________________________________________________________________________ _____________________________________________________________________________________
_____________________________________________________________________________________ _____________________________________________________________________________________
_____________________________________________________________________________________ _____________________________________________________________________________________
_____________________________________________________________________________________ _____________________________________________________________________________________
_____________________________________________________________________________________ _____________________________________________________________________________________
_____________________________________________________________________________________ _____________________________________________________________________________________
__________________________________________________ __________________________________________________
48. What Unique Selling Propositions do you use for each product/service you offer and promote that 48. What Unique Selling Propositions do you use for each product/service you offer and promote that
answer the question of why people should do business with you over any other options available to them answer the question of why people should do business with you over any other options available to them
including doing nothing? What benefits do customers derive from using your products and services? including doing nothing? What benefits do customers derive from using your products and services?
_____________________________________________________________________________________ _____________________________________________________________________________________
_____________________________________________________________________________________ _____________________________________________________________________________________
_____________________________________________________________________________________ _____________________________________________________________________________________
_____________________________________________________________________________________ _____________________________________________________________________________________
_____________________________________________________________________________________ _____________________________________________________________________________________
_____________________________________________________________________________________ _____________________________________________________________________________________
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49. What products/services do you think you should be offering that would enhance and improve the 49. What products/services do you think you should be offering that would enhance and improve the
usage of your existing products/services and create a higher lifetime value of a customer? usage of your existing products/services and create a higher lifetime value of a customer?
_____________________________________________________________________________________ _____________________________________________________________________________________
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50. Are there any stories about how your business got started or grown that are unusual or interesting? 50. Are there any stories about how your business got started or grown that are unusual or interesting?
_____________________________________________________________________________________ _____________________________________________________________________________________
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51. Any other information about your business activities related to marketing/selling/training that we 51. Any other information about your business activities related to marketing/selling/training that we
haven't discussed that you feel is important to have us understand? haven't discussed that you feel is important to have us understand?
_____________________________________________________________________________________ _____________________________________________________________________________________
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Important: Important:
Please send us copies of the following to the address below, Please send us copies of the following to the address below,
together with a short explanation of how and where it was used together with a short explanation of how and where it was used
and the results it gets you. and the results it gets you.
1) Sales Letters 1) Sales Letters
2) Advertisements - Newspaper. Magazine etc. 2) Advertisements - Newspaper. Magazine etc.
3) Editorial write ups 3) Editorial write ups
4) Yellow Pages ad 4) Yellow Pages ad
5) Sample of quotes you send to customers 5) Sample of quotes you send to customers
6) Follow up letters to your customers 6) Follow up letters to your customers
7) Brochures 7) Brochures
8) Any other promotional materials that’d give us an idea of what you are doing to promote your products 8) Any other promotional materials that’d give us an idea of what you are doing to promote your products
or services. or services.
The names and phone numbers of two of your best sales people (if applicable) The names and phone numbers of two of your best sales people (if applicable)
First Name:_____________________________ Surname:_______________________ First Name:_____________________________ Surname:_______________________
Telephone:_____________________________ Mobile:_____________________ Telephone:_____________________________ Mobile:_____________________
First Name:_____________________________ Surname:_______________________ First Name:_____________________________ Surname:_______________________
Telephone:_____________________________ Mobile:_____________________ Telephone:_____________________________ Mobile:_____________________
[Your Company] [Your Company]

Your address Your address
Phone Phone
fax fax
Page 46 Page 46
How To “Confirm” the Time How To “Confirm” the Time

for Your $2,000 Marketing Checkup for Your $2,000 Marketing Checkup
Now comes the moment of truth. The time has come to book the final Checkup. Two days after Now comes the moment of truth. The time has come to book the final Checkup. Two days after
the questionnaire call your client and say something like... the questionnaire call your client and say something like...
“________ , I’ve had a good look at what you’ve sent me and I feel I can help you in the “________ , I’ve had a good look at what you’ve sent me and I feel I can help you in the
following areas: following areas:
1. Increase the response to your Newspaper ads and sales letters 1. Increase the response to your Newspaper ads and sales letters
2. Help you sell your products for higher margins 2. Help you sell your products for higher margins
3. Take care of your low-sale periods... by increasing customer inquiries during those times. 3. Take care of your low-sale periods... by increasing customer inquiries during those times.
4. Give you a system to follow for training your staff to handle the phone in a more effective way. 4. Give you a system to follow for training your staff to handle the phone in a more effective way.
5. Increase the conversions to sales, from phone calls you get. 5. Increase the conversions to sales, from phone calls you get.
6. Give you a template for a better way to quote so that you’ll get more jobs at better prices. 6. Give you a template for a better way to quote so that you’ll get more jobs at better prices.
(These should be the ones they said were most important at the end of your question session). (These should be the ones they said were most important at the end of your question session).
When would be the best time to book the Checkup with you? How about _______________ ?“ When would be the best time to book the Checkup with you? How about _______________ ?“
(And book the time). (And book the time).
Next, you send or fax them the confirmation letter as in Example #6 and the Reservation Form for Next, you send or fax them the confirmation letter as in Example #6 and the Reservation Form for
payment if they haven’t already paid you. (Yes, sometimes you will get paid as soon as they get the first payment if they haven’t already paid you. (Yes, sometimes you will get paid as soon as they get the first
letter) letter)
Important: You must be paid before you do the Checkup. Once you “spill the beans” the information Important: You must be paid before you do the Checkup. Once you “spill the beans” the information
you give loses its value at a rapid rate and you may not be paid at all. No matter how good the advice you you give loses its value at a rapid rate and you may not be paid at all. No matter how good the advice you
give is!! You’ve been warned!! give is!! You’ve been warned!!
Page 47 Page 47
Page 48 Page 48
Here’s how to prepare for your Here’s how to prepare for your
Marketing Checkup and audio-tape recording... Marketing Checkup and audio-tape recording...
Hello Argus, Hello Argus,
The purpose of the Marketing Checkup is to give you what I consider to be the most effective The purpose of the Marketing Checkup is to give you what I consider to be the most effective
ways to increase your (insert type of business here) business. I will audio-tape this consultation, and it ways to increase your (insert type of business here) business. I will audio-tape this consultation, and it
will be transcribed into a 20-24 page report so that you can refer to it over and over again. will be transcribed into a 20-24 page report so that you can refer to it over and over again.
It is important that you listen with an open mind. Some of the things that you’ll hear may be It is important that you listen with an open mind. Some of the things that you’ll hear may be
unlike anything you’ve ever done before and some you may already be thinking of doing. Please do not unlike anything you’ve ever done before and some you may already be thinking of doing. Please do not
discount my ideas until you’ve tested them in your business. discount my ideas until you’ve tested them in your business.
Everything I’ll tell you works. I do not deal with theory, only practical and proven marketing Everything I’ll tell you works. I do not deal with theory, only practical and proven marketing
principles that work, no matter what business you are in. However, you have to test how well it’ll works principles that work, no matter what business you are in. However, you have to test how well it’ll works
for you. The implementation is vital. The first time you try something new, you wilt not execute it until for you. The implementation is vital. The first time you try something new, you wilt not execute it until
it’s absolute best. It is up to you to test the new ideas and see how well they will work for you. it’s absolute best. It is up to you to test the new ideas and see how well they will work for you.
For the consultation, please have specific questions ready, For the consultation, please have specific questions ready,
together with a short description of what you do and together with a short description of what you do and
how you do it from a marketing standpoint. how you do it from a marketing standpoint.
You’ll get my comments on improving the materials you sent me. You’ll hear new ways to attract You’ll get my comments on improving the materials you sent me. You’ll hear new ways to attract
customers and keeping your existing customers coming back and bringing friends more often. Plus we’ll customers and keeping your existing customers coming back and bringing friends more often. Plus we’ll
look at other ways to market your business. look at other ways to market your business.
You may be cut off in the middle of something you are saying during your consultation. Please do You may be cut off in the middle of something you are saying during your consultation. Please do
not be offended by that. Given the limited time we have, if I have an idea arising from what you are not be offended by that. Given the limited time we have, if I have an idea arising from what you are
saying I want to give it to you then and there. This will maximize the value you get from your investment. saying I want to give it to you then and there. This will maximize the value you get from your investment.
Your investment includes the Small Business Marketing Magic Manual and audio-tapes. This is Your investment includes the Small Business Marketing Magic Manual and audio-tapes. This is
your reference for a more thorough explanation on how and why some of the concepts and strategies your reference for a more thorough explanation on how and why some of the concepts and strategies
work. work.
You’ll get a Priorities and Action list. It’s up to you to put the new profit ideas and suggestions You’ll get a Priorities and Action list. It’s up to you to put the new profit ideas and suggestions
into action. Without action your investment in time and money will have been wasted. Please don’t call into action. Without action your investment in time and money will have been wasted. Please don’t call
me unless you are prepared to follow through on what I tell you. me unless you are prepared to follow through on what I tell you.
After this consultation you can work on developing the ideas and strategies. After this consultation you can work on developing the ideas and strategies.
You can also have me fully create all the materials that I talk about in the Checkup. We can make You can also have me fully create all the materials that I talk about in the Checkup. We can make
a separate agreement for this work. a separate agreement for this work.
Page 49 Page 49
I have spent time researching your business and going over the questionnaire and your materials. I have spent time researching your business and going over the questionnaire and your materials.
However, if you decide to use my assistance to help you with implementing the ideas we come up with, I However, if you decide to use my assistance to help you with implementing the ideas we come up with, I
may need to spend more time with you, your salespeople and with your customers. This would allow me may need to spend more time with you, your salespeople and with your customers. This would allow me
to fine-tune the ideas you’ll get in this consultation for maximum effect. to fine-tune the ideas you’ll get in this consultation for maximum effect.
However, you may not need any further assistance. You’ll probably find that you’ll get all the However, you may not need any further assistance. You’ll probably find that you’ll get all the
wording to the ads, letters and other promotional materials in the transcript, making it real easy to wording to the ads, letters and other promotional materials in the transcript, making it real easy to
implement. Everything will be outlined in the audio-cassette you’ll get after the consultation and in the implement. Everything will be outlined in the audio-cassette you’ll get after the consultation and in the
20-24 page transcript of the consultation. (The transcript will take 10 working days to finish and sent to 20-24 page transcript of the consultation. (The transcript will take 10 working days to finish and sent to
you). you).
Please be prepared for a ‘best reason’ analysis of your business and it’s potential for increase. I am Please be prepared for a ‘best reason’ analysis of your business and it’s potential for increase. I am
going to give you the facts as I see them. My only goal is to increase your business and your profits. going to give you the facts as I see them. My only goal is to increase your business and your profits.
I do not plan to mince-words and tell you what you want to hear. I’ll just give you the facts as I I do not plan to mince-words and tell you what you want to hear. I’ll just give you the facts as I
see them and recommendations that I see as being the most effective for your business. Sometime I can be see them and recommendations that I see as being the most effective for your business. Sometime I can be
brutally honest, but I will always have your best interest at heart. brutally honest, but I will always have your best interest at heart.
I look forward to helping you and your business achieve the full potential you’d always wanted. I look forward to helping you and your business achieve the full potential you’d always wanted.
Regards. Regards.
Your Name Your Name
P.S. Make sure you have the list of questions you may want me to answer, time permitting. The P.S. Make sure you have the list of questions you may want me to answer, time permitting. The
time for you to call me is 10:30 am on February 26th at XXX-XXXX. I’ll have all my recording gear time for you to call me is 10:30 am on February 26th at XXX-XXXX. I’ll have all my recording gear
ready on that number waiting for your call. ready on that number waiting for your call.
Page 50 Page 50
The Marketing Checkup Outline The Marketing Checkup Outline
Part 1. Before the Checkup. Part 1. Before the Checkup.
It is vital that you check all your recording equipment well before the Checkup. The last thing you It is vital that you check all your recording equipment well before the Checkup. The last thing you
want to do is to do the Checkup and find out that you have an hour of blank tape. (Yes. I have done it) want to do is to do the Checkup and find out that you have an hour of blank tape. (Yes. I have done it)
Preferably check the recording just as you start the consultation and have a back-up handy just in Preferably check the recording just as you start the consultation and have a back-up handy just in
case. It’ll save you a lot of frustration later. case. It’ll save you a lot of frustration later.
Make sure you prepare what you are going to say, especially during your first few Checkups. I Make sure you prepare what you are going to say, especially during your first few Checkups. I
even used to write out the ads and letters I was going to give them during the audio session. Then I simply even used to write out the ads and letters I was going to give them during the audio session. Then I simply
read them into the tape! read them into the tape!
Ready now. Lets go and do the Checkup. Ready now. Lets go and do the Checkup.
Part 2. How to do the Checkup. The 5 steps you should follow for Part 2. How to do the Checkup. The 5 steps you should follow for
good results. good results.
The moment of truth has arrived. You have followed all the steps, prepared your materials and are The moment of truth has arrived. You have followed all the steps, prepared your materials and are
on the phone to the client. Here’s how you should approach it for best results... on the phone to the client. Here’s how you should approach it for best results...
Step #1. Open Checkup by asking, “let’s review what are the 3 most important things you want to Step #1. Open Checkup by asking, “let’s review what are the 3 most important things you want to
get out of this Checkup?” This focuses your client on what they want to achieve in the consultation. get out of this Checkup?” This focuses your client on what they want to achieve in the consultation.
Step #2. Start by critiquing their ads, letters, brochures and other materials. This is easy to get Step #2. Start by critiquing their ads, letters, brochures and other materials. This is easy to get
going for you since you have them in front of you and had time to make notes. going for you since you have them in front of you and had time to make notes.
Step #3. Next you will go into the strategies you developed for them. The best way to start is to Step #3. Next you will go into the strategies you developed for them. The best way to start is to
ask them questions to clarify their marketing for you, and record it on tape for their record. Such as… ask them questions to clarify their marketing for you, and record it on tape for their record. Such as…
“What has been the most effective ad/marketing campaign? What did you say or do to get the best sales? “What has been the most effective ad/marketing campaign? What did you say or do to get the best sales?
Tell me how you sell your products again?” Tell me how you sell your products again?”
Once you’ve asked them to clarify their marketing, they may also come up with some good Once you’ve asked them to clarify their marketing, they may also come up with some good
phrases that they can then use to train their staff with. Tell them to train their sales staff in that way. phrases that they can then use to train their staff with. Tell them to train their sales staff in that way.
They’ll think you are a genius. They’ll think you are a genius.
Step #4. Half way through, tell them you are going to turn the tape. Once you do that, continue the Step #4. Half way through, tell them you are going to turn the tape. Once you do that, continue the
consultation. Your client is obviously happy and wants to pay you to keep going. You have already consultation. Your client is obviously happy and wants to pay you to keep going. You have already
earned your fee at this point. earned your fee at this point.
Step #5. End the Checkup by asking them what are the two ideas they will implement first and Step #5. End the Checkup by asking them what are the two ideas they will implement first and
when. This forces them to make a commitment. End Of Tape. when. This forces them to make a commitment. End Of Tape.
Page 51 Page 51
Once the tape is off, ask them if they want the audio now or will they wait for the transcript to be Once the tape is off, ask them if they want the audio now or will they wait for the transcript to be
finished. Tell them to expect the audio in 2-3 days and the transcript in about 10 days. Make sure you finished. Tell them to expect the audio in 2-3 days and the transcript in about 10 days. Make sure you
present the package well. Add a report or another bonus with it as a nice touch. present the package well. Add a report or another bonus with it as a nice touch.
Important Note: Send the thank you letter as in Example #7 with audios and transcript. On this letter you Important Note: Send the thank you letter as in Example #7 with audios and transcript. On this letter you
should summarize the 5 or 6 of the most important strategies you’ve given them in the Checkup. should summarize the 5 or 6 of the most important strategies you’ve given them in the Checkup.
Page 52 Page 52
Example 7: Thank You Letter Example 7: Thank You Letter

Thank You Argus! Thank You Argus!
Chicago, IL Chicago, IL
March 1, 1998 March 1, 1998
Hello Argus, Hello Argus,
Thanks for having the Marketing Checkup done with me. I’m sure you’ll find lots of good Thanks for having the Marketing Checkup done with me. I’m sure you’ll find lots of good
information on the enclosed tape. Please listen to it at least 4 times. information on the enclosed tape. Please listen to it at least 4 times.
Based on what we talked about, here’s an overview of the most important things for you to do and Based on what we talked about, here’s an overview of the most important things for you to do and
ideas to apply... ideas to apply...
Test different headlines and offers in your newspaper ads. Keep running the ads every month or Test different headlines and offers in your newspaper ads. Keep running the ads every month or
even every week if they are profitable. even every week if they are profitable.
Test a contest in the paper - “Win A Free $2000 Roof Restoration” or “Win A Free $500 Roof Test a contest in the paper - “Win A Free $2000 Roof Restoration” or “Win A Free $500 Roof
Repair”. Follow up the entrants with a letter or call. Repair”. Follow up the entrants with a letter or call.
Test direct mail in older areas. Attach a dummy check for $300 to the letter. Personalize it and Test direct mail in older areas. Attach a dummy check for $300 to the letter. Personalize it and
laser print it. laser print it.
Set up a sheet with space for three referrals - include with all your subsequent communications. Set up a sheet with space for three referrals - include with all your subsequent communications.
Send a thank you letter and ‘1 Year Birthday’ letter to customers. Send a thank you letter and ‘1 Year Birthday’ letter to customers.
Test a strong Money Back Guarantee in your ads. Test a strong Money Back Guarantee in your ads.
For details on how to implement some of the above ideas listen to the tape. You’ll get some of the For details on how to implement some of the above ideas listen to the tape. You’ll get some of the
wording and openings I used on the tape for your headlines, letters, ads, etc. wording and openings I used on the tape for your headlines, letters, ads, etc.
All the best and thanks again for letting me help your business. All the best and thanks again for letting me help your business.
Regards, Regards,
[Your Name] [Your Name]
P.S. In the tape you’ll find a lot of the wording to use in your letters, ads, testimonials and sales P.S. In the tape you’ll find a lot of the wording to use in your letters, ads, testimonials and sales
approaches. Read the transcript at least three times, highlight the relevant sections and use them as a start approaches. Read the transcript at least three times, highlight the relevant sections and use them as a start
to create all the above. to create all the above.
P.P.S. Make sure you send me a copy of what you are doing. I’ll give you a free critique and ideas on how P.P.S. Make sure you send me a copy of what you are doing. I’ll give you a free critique and ideas on how
Page 53 Page 53
to re-fine it if necessary. to re-fine it if necessary.
Page 54 Page 54
How to Turn Your Checkups How to Turn Your Checkups

into a Money Machine into a Money Machine
The best way to supercharge your income and get credibility in the marketplace is to create a The best way to supercharge your income and get credibility in the marketplace is to create a
product from the Checkup. You can take parts of the Checkup and make a Special Report you advertise to product from the Checkup. You can take parts of the Checkup and make a Special Report you advertise to
get leads for your consulting business. Or you can add some audios and polish up the Checkup transcript get leads for your consulting business. Or you can add some audios and polish up the Checkup transcript
to create a industry specific product. to create a industry specific product.
Package this with some general marketing material such as your Small Business Marketing Magic Package this with some general marketing material such as your Small Business Marketing Magic
Manual to give it more value and sell the whole package for $395 to $1,495. Manual to give it more value and sell the whole package for $395 to $1,495.
Important: Make sure you change the names of people and company in the transcripts. Only sell Important: Make sure you change the names of people and company in the transcripts. Only sell
the transcript - never the audio itself. (unless your client agrees). the transcript - never the audio itself. (unless your client agrees).
Page 55 Page 55
Page 56 Page 56
Appendix Appendix
Page 57 Page 57
Page 58 Page 58
Ads and Free Reports Ads and Free Reports
A great way to make your consulting business low risk is to generate only qualified leads for your A great way to make your consulting business low risk is to generate only qualified leads for your
marketing checkups. marketing checkups.
You can then send them free marketing reports along with the sales letter that sells the Marketing You can then send them free marketing reports along with the sales letter that sells the Marketing
Checkup. Checkup.
We’ve included a couple lead generation ads as well as some Special Reports you can use in your We’ve included a couple lead generation ads as well as some Special Reports you can use in your
business. business.
You can also provide these reports for them to read after they sign up and are awaiting their You can also provide these reports for them to read after they sign up and are awaiting their
consultation or after their consultation is done, you can use them as an added value item when you send consultation or after their consultation is done, you can use them as an added value item when you send
them the audio tape and transcription. them the audio tape and transcription.
Yellow Pages Consultation Yellow Pages Consultation
This is a consultation on Yellow Pages that should be useful as a resource. Even if you don’t This is a consultation on Yellow Pages that should be useful as a resource. Even if you don’t
understand all of it, there is plenty to get you started. understand all of it, there is plenty to get you started.
Marketing Consultant’s Small Business Marketing Magic Checklist Marketing Consultant’s Small Business Marketing Magic Checklist
This is simply something you should print off and keep posted above your phone or computer to This is simply something you should print off and keep posted above your phone or computer to
use as a memory jogger of all the things you can do to improve your client’s business. They will be use as a memory jogger of all the things you can do to improve your client’s business. They will be
amazed when mention two quick ways to increase customers, 1 to increase retention, a couple to increase amazed when mention two quick ways to increase customers, 1 to increase retention, a couple to increase
the amount they spend, etc. the amount they spend, etc.
No successful marketing consultant works without a checklist like this. No successful marketing consultant works without a checklist like this.
Marketing Consultant’s Advanced Sample Consultation Marketing Consultant’s Advanced Sample Consultation
This is a consultation Jeff Paul did for a client. It is the report that he provided to them. It is much This is a consultation Jeff Paul did for a client. It is the report that he provided to them. It is much
more advanced than just a checkup, however, that is where it started. With the questionnaire you have in more advanced than just a checkup, however, that is where it started. With the questionnaire you have in
this course. (the names and product have been changed for privacy reasons.) this course. (the names and product have been changed for privacy reasons.)
Page 59 Page 59
Page 60 Page 60
Lead Generation Lead Generation

Ad Ad
Page 61 Page 61
Page 62 Page 62
Attention: Business Owners Attention: Business Owners

How To Get More Customers And How To Get More Customers And
Increase The Effectiveness of All Your Increase The Effectiveness of All Your
Ads, Letters, Promotions and Brochures. Ads, Letters, Promotions and Brochures.
No matter what business you’re in, a professional, No matter what business you’re in, a professional,
retailer or tradesman, 99% of the success or failure comes retailer or tradesman, 99% of the success or failure comes
directly from your ability to attract and keep customers and directly from your ability to attract and keep customers and
from your ability to market yourself to them. from your ability to market yourself to them.
It’s not always the business that has the best quality It’s not always the business that has the best quality
products or service that makes the most money. The products or service that makes the most money. The
businesses that make the most money simply know how to businesses that make the most money simply know how to
sell their products or services better than their competitors. sell their products or services better than their competitors.
The key to getting more income and working less in any The key to getting more income and working less in any
business is having effective systems for developing good business is having effective systems for developing good
relationships with your customers, and business contacts. relationships with your customers, and business contacts.
PLUS, maximizing the effectiveness of all your ads, letters, PLUS, maximizing the effectiveness of all your ads, letters,
Yellow Pages and other promotions. Yellow Pages and other promotions.
FREE Report Boosts Response. My FREE Report shows 9 FREE Report Boosts Response. My FREE Report shows 9
remarkable ways to increase your sales and profits. Call 1-800- remarkable ways to increase your sales and profits. Call 1-800-
278-4046 ext. 100 for a 24 hr free recorded message that 278-4046 ext. 100 for a 24 hr free recorded message that
reveals how to get yours! No obligation whatsoever. CALL NOW! reveals how to get yours! No obligation whatsoever. CALL NOW!
Page 63 Page 63
Page 64 Page 64
Special Report 1 Special Report 1

13 Costly Direct 13 Costly Direct
Marketing Mistakes Marketing Mistakes
Page 65 Page 65
Page 66 Page 66
The 13 Most Costly Direct Marketing Mistakes The 13 Most Costly Direct Marketing Mistakes
How Many Are Killing Your Profits Right Now? How Many Are Killing Your Profits Right Now?
Without a doubt, the questions that my clients ask most frequently all center on how to get better Without a doubt, the questions that my clients ask most frequently all center on how to get better
results with their direct marketing. I'd say that at least 85% of the calls I take are from people who are results with their direct marketing. I'd say that at least 85% of the calls I take are from people who are
disappointed with their results and frustrated with their attempts to correct this costly problem. disappointed with their results and frustrated with their attempts to correct this costly problem.
You're probably in the same boat. Because your mailings and ads are drawing minimal leads. Or You're probably in the same boat. Because your mailings and ads are drawing minimal leads. Or
making very few sales. And they're not generating the kind of profits you need to keep your business making very few sales. And they're not generating the kind of profits you need to keep your business
healthy. healthy.
Are you ready to turn that around completely? Are you ready to put an end to the costly mistakes that Are you ready to turn that around completely? Are you ready to put an end to the costly mistakes that
flatten your sales and profits? Great because I'm going to show you precisely how to do just that right flatten your sales and profits? Great because I'm going to show you precisely how to do just that right
now! now!
In this report, I'm going to show you which mistakes are killing your profits. And precisely what to do In this report, I'm going to show you which mistakes are killing your profits. And precisely what to do
to correct them. Once you've completed this report, you'll have a powerful new set of weapons to make to correct them. Once you've completed this report, you'll have a powerful new set of weapons to make
sure all of your direct marketing efforts are cash generators. sure all of your direct marketing efforts are cash generators.
The 13 Most Costly Direct Marketing Mistakes - The 13 Most Costly Direct Marketing Mistakes -
And What to Do to Make Sure You Conquer Them! And What to Do to Make Sure You Conquer Them!
Mistake #1: Marketing To The Wrong Audience Mistake #1: Marketing To The Wrong Audience
If you go wrong here, your entire campaign is doomed. It doesn't matter how exceptional a product If you go wrong here, your entire campaign is doomed. It doesn't matter how exceptional a product
you have, how convincing your copy is, or what incredible price you're offering. you have, how convincing your copy is, or what incredible price you're offering.
If you try to sell this amazing widget to the wrong people, I guarantee you that you'll flop. If you try to sell this amazing widget to the wrong people, I guarantee you that you'll flop.
On the other hand, if you offer an average product promoted by pedestrian copy and bearing a median On the other hand, if you offer an average product promoted by pedestrian copy and bearing a median
price, but offered to precisely the right people, it will always pull in some orders. Not that this is your price, but offered to precisely the right people, it will always pull in some orders. Not that this is your
goal. I'm only mentioning this to show you the difference caused by properly defining your audience. goal. I'm only mentioning this to show you the difference caused by properly defining your audience.
What can you do to make sure you've selected the right market? You have to start by defining What can you do to make sure you've selected the right market? You have to start by defining
precisely who your product appeals to. Your objective is to find the largest possible market who wants precisely who your product appeals to. Your objective is to find the largest possible market who wants
and can afford your product. and can afford your product.
At the same time, you want to make sure that your focus is tight enough that you aren't trying to At the same time, you want to make sure that your focus is tight enough that you aren't trying to
appeal to too broad a range of interests at once. If you do, your marketing can easily become so watered appeal to too broad a range of interests at once. If you do, your marketing can easily become so watered
down, it won't really appeal to anyone. If you're fortunate enough to have a product that appeals to down, it won't really appeal to anyone. If you're fortunate enough to have a product that appeals to
multiple markets, you'll need to develop distinct variations of your sales pieces for each specific market. multiple markets, you'll need to develop distinct variations of your sales pieces for each specific market.
Here's how this works. A client recently contacted me to help him determine what was “wrong" with Here's how this works. A client recently contacted me to help him determine what was “wrong" with
his direct response advertising. His product was a small container of tear gas that could be carried in a his direct response advertising. His product was a small container of tear gas that could be carried in a
purse or glove compartment. purse or glove compartment.
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The first question I asked was who he was trying to market to. His answer was female college students The first question I asked was who he was trying to market to. His answer was female college students
who were concerned about the rising crime rate on our nation's campuses. His initial campaign pulled a who were concerned about the rising crime rate on our nation's campuses. His initial campaign pulled a
dismal response. dismal response.
What was wrong here? My client had made a fatal error. He had picked a market that had only a What was wrong here? My client had made a fatal error. He had picked a market that had only a
minor interest in his product and very little discretionary income. minor interest in his product and very little discretionary income.
Think about it. College students have very little money to spend, and what they do have goes toward Think about it. College students have very little money to spend, and what they do have goes toward
clothes and entertainment. And despite the rise in crime, college students are at the age when they clothes and entertainment. And despite the rise in crime, college students are at the age when they
generally feel invincible. They don't believe that they will personally be affected by anything negative. generally feel invincible. They don't believe that they will personally be affected by anything negative.
You can't change this. And trying to market against these known facts is suicidal. You can't change this. And trying to market against these known facts is suicidal.
A little research would have revealed that my client's actual market was senior citizens. These folks A little research would have revealed that my client's actual market was senior citizens. These folks
are truly concerned about their personal safety and would be willing to spend $20 or so to gain some are truly concerned about their personal safety and would be willing to spend $20 or so to gain some
peace of mind. He could then market to senior citizen groups, neighborhood watch program members, and peace of mind. He could then market to senior citizen groups, neighborhood watch program members, and
other similar markets. other similar markets.
One more thing. If he did decide to pursue the colleges as a secondary market, a more accurate target One more thing. If he did decide to pursue the colleges as a secondary market, a more accurate target
audience would be the parents of college students. They are the ones who are truly concerned about the audience would be the parents of college students. They are the ones who are truly concerned about the
problems on campus. This campaign would make use of much of the same marketing information used to problems on campus. This campaign would make use of much of the same marketing information used to
sell to seniors, but it would require focusing on those problems and benefits that distinctly appeal to this sell to seniors, but it would require focusing on those problems and benefits that distinctly appeal to this
very different group. very different group.
Mistake #2: Assuming You Know What Products Your Customers Want The Most Mistake #2: Assuming You Know What Products Your Customers Want The Most
This is one of the most costly errors you can possibly make. And one of the most common errors This is one of the most costly errors you can possibly make. And one of the most common errors
made by companies of all sizes. Although smaller companies and start-ups are more prone to this type of made by companies of all sizes. Although smaller companies and start-ups are more prone to this type of
critical error, the big guys still make this mistake with regularity. critical error, the big guys still make this mistake with regularity.
Look at the "New Coke" of a few years back. I doubt that little, if any, test marketing was done. It was Look at the "New Coke" of a few years back. I doubt that little, if any, test marketing was done. It was
more a reaction to the competition than a true desire in the marketplace. And the results were a swift, more a reaction to the competition than a true desire in the marketplace. And the results were a swift,
spectacular flop. spectacular flop.
If you're going to be successful in direct marketing, it's absolutely essential that you have a product If you're going to be successful in direct marketing, it's absolutely essential that you have a product
that your customers need. And it's even better if they need to replenish their supply regularly. that your customers need. And it's even better if they need to replenish their supply regularly.
How do you come up with such a product? How do you come up with such a product?
There are two key ingredients. The first is to develop only those products that your market demands. There are two key ingredients. The first is to develop only those products that your market demands.
This is so simple, you'd think it was obvious, but based on the problems my clients present me with on a This is so simple, you'd think it was obvious, but based on the problems my clients present me with on a
daily basis, I can assure you there are very few market-driven products being developed today. daily basis, I can assure you there are very few market-driven products being developed today.
Here's what you must do to make sure your products are of real value to your market. And, as a Here's what you must do to make sure your products are of real value to your market. And, as a
logical consequence, produce the kind of profits you really want. You must connect with your typical logical consequence, produce the kind of profits you really want. You must connect with your typical
customers and find out from them exactly what kind of problems plague them or what vital goals customers and find out from them exactly what kind of problems plague them or what vital goals
they're burning to achieve. they're burning to achieve.
There are many ways to do this. Call up some of the people you do business with on a regular basis. There are many ways to do this. Call up some of the people you do business with on a regular basis.
Go visit a few more, and get to know exactly what their needs are. Mother excellent technique, and one Go visit a few more, and get to know exactly what their needs are. Mother excellent technique, and one
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I'm particularly partial to, is the short questionnaire. I'm particularly partial to, is the short questionnaire.
Here's what you need to make sure your customer questionnaire succeeds in gathering the critical Here's what you need to make sure your customer questionnaire succeeds in gathering the critical
information you need. Create 5-8 simple questions. True/false or multiple choice where you provide information you need. Create 5-8 simple questions. True/false or multiple choice where you provide
specific choices are the most effective. specific choices are the most effective.
Mail this questionnaire out to a couple hundred of your customers. Offer them a special discount, free Mail this questionnaire out to a couple hundred of your customers. Offer them a special discount, free
booklet, or some other incentive for responding. booklet, or some other incentive for responding.
Then listen to what your market has to say. Develop new products based on the common themes that Then listen to what your market has to say. Develop new products based on the common themes that
are revealed by your customers' answers. Create products that solve their problems or help them achieve are revealed by your customers' answers. Create products that solve their problems or help them achieve
important goals. This is the critical first step to ensure that your products generate sizable sales. important goals. This is the critical first step to ensure that your products generate sizable sales.
The second key ingredient is to test carefully and prudently. I'll never cease to be amazed by how The second key ingredient is to test carefully and prudently. I'll never cease to be amazed by how
many companies bypass the testing phase and go straight to full-blown production. This makes no sense many companies bypass the testing phase and go straight to full-blown production. This makes no sense
at all - and it can be dangerous to your financial health. at all - and it can be dangerous to your financial health.
Once you've developed your product based on your market's most critical needs, the next step is to Once you've developed your product based on your market's most critical needs, the next step is to
invest as little as possible in developing as few pieces as necessary to test market. Forget about the money invest as little as possible in developing as few pieces as necessary to test market. Forget about the money
that might be saved by producing in volume at this stage. You're testing your product's marketability. No that might be saved by producing in volume at this stage. You're testing your product's marketability. No
amount of savings on 5000 units can possibly be justified if you only sell 100 of them. amount of savings on 5000 units can possibly be justified if you only sell 100 of them.
Savvy direct marketers get rich by starting with small tests and increasing volume in stages. Here's a Savvy direct marketers get rich by starting with small tests and increasing volume in stages. Here's a
working rule of thumb: working rule of thumb:
Never increase your next stage quantity by more than 5 times. Never increase your next stage quantity by more than 5 times.
This means if your starting quantity is 500, your next production run shouldn't exceed 2500 - - unless This means if your starting quantity is 500, your next production run shouldn't exceed 2500 - - unless
you have signed orders to support a larger quantity. you have signed orders to support a larger quantity.
Mistake #3: Focusing Your Copy On You, Your Company, Or Your Product Mistake #3: Focusing Your Copy On You, Your Company, Or Your Product
This is a mistake that's made by companies of all sizes, but larger corporations are frequent offenders. This is a mistake that's made by companies of all sizes, but larger corporations are frequent offenders.
Look, everyone likes to see their name in print. I'm sure that you're rightfully proud of your company and Look, everyone likes to see their name in print. I'm sure that you're rightfully proud of your company and
the products you sell. But I urge you to resist the temptation to stroke your ego in your marketing. the products you sell. But I urge you to resist the temptation to stroke your ego in your marketing.
Here's why. Customers don't care. They don't care about you, your company, or your product. That Here's why. Customers don't care. They don't care about you, your company, or your product. That
may sound cruel, but it's a fact of business life. may sound cruel, but it's a fact of business life.
Customers care about themselves, their problems, important goals they'd like to achieve, and the Customers care about themselves, their problems, important goals they'd like to achieve, and the
things that will make their lives easier or better. That's just human nature. things that will make their lives easier or better. That's just human nature.
I'm sure that the last time you bought a book through the mail on reducing your taxes, you didn't I'm sure that the last time you bought a book through the mail on reducing your taxes, you didn't
think, "Oh boy, here's the perfect opportunity for me to give McGraw-Hill more money and to help Sally think, "Oh boy, here's the perfect opportunity for me to give McGraw-Hill more money and to help Sally
Author get on the best seller list!" Instead, you were thinking something along the lines of, "Alright! Author get on the best seller list!" Instead, you were thinking something along the lines of, "Alright!
Here's something I can use to hang onto a few more of my hard-earned dollars!" Here's something I can use to hang onto a few more of my hard-earned dollars!"
In order to get someone to dip into their wallet and part with their hard-earned currency, you're going In order to get someone to dip into their wallet and part with their hard-earned currency, you're going
to prove that what you have to offer is worth so much to them, that parting with the money is to prove that what you have to offer is worth so much to them, that parting with the money is
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insignificant. And that, my friend, is a tall order. To accomplish this, you must talk directly to their needs, insignificant. And that, my friend, is a tall order. To accomplish this, you must talk directly to their needs,
wants, desires, problems, and goals. wants, desires, problems, and goals.
This means you've got to drop down and get personal. Use a lot of “you” language. Kill all of the This means you've got to drop down and get personal. Use a lot of “you” language. Kill all of the
technical babble. Get rid of anything that makes you sound like a pompous, marble encrusted institution. technical babble. Get rid of anything that makes you sound like a pompous, marble encrusted institution.
What's that? You say you re selling securities, gemstones, or some other high-ticket, upper echelon What's that? You say you re selling securities, gemstones, or some other high-ticket, upper echelon
item and you need to sound sophisticated? Sorry, but you're disillusioned - and you stand to compromise item and you need to sound sophisticated? Sorry, but you're disillusioned - and you stand to compromise
your potential profits. Even the upper-crust are people and respond (quite strongly, I'm happy to report) to your potential profits. Even the upper-crust are people and respond (quite strongly, I'm happy to report) to
being treated personally. being treated personally.
Successful marketers understand this. They consistently use it to build their fortunes. Successful marketers understand this. They consistently use it to build their fortunes.
Mistake #4: Assuming You Know What Benefits Your Customers Value The Most Mistake #4: Assuming You Know What Benefits Your Customers Value The Most
Here's another presumptuous error that can cost you dearly. Too often, companies think that since they Here's another presumptuous error that can cost you dearly. Too often, companies think that since they
created a product, they are the ultimate authority on that product and its benefits. This gets them into created a product, they are the ultimate authority on that product and its benefits. This gets them into
trouble. trouble.
While your market may remain the same, its needs are volatile and prone to change during the life of a While your market may remain the same, its needs are volatile and prone to change during the life of a
product. product.
When a product is new, its very newness may be the most appealing factor. As it becomes more When a product is new, its very newness may be the most appealing factor. As it becomes more
common and other competitors enter the market, price, quality, and additional features take on more common and other competitors enter the market, price, quality, and additional features take on more
importance. Also, the problems that your market faces today may be solved tomorrow. Then you're faced importance. Also, the problems that your market faces today may be solved tomorrow. Then you're faced
with having to reposition your product to offer solutions to other problems. with having to reposition your product to offer solutions to other problems.
Now, where you may ask, do you get all of this crucial marketing data? You go to the source: your Now, where you may ask, do you get all of this crucial marketing data? You go to the source: your
customers. You must constantly poll your customers to find out what their most critical needs, aspirations, customers. You must constantly poll your customers to find out what their most critical needs, aspirations,
problems, and objectives are. Once you've found out, you seize the opportunity and adjust the benefits in problems, and objectives are. Once you've found out, you seize the opportunity and adjust the benefits in
your copy accordingly. your copy accordingly.
Mistake #5: You Think That Your Ad Or Your Product Are Important Mistake #5: You Think That Your Ad Or Your Product Are Important
Well maybe they are, but not to your customers. It's important to you, your family, your friends, and Well maybe they are, but not to your customers. It's important to you, your family, your friends, and
your employees. But that's as far as it goes. your employees. But that's as far as it goes.
Customers don't care. They don't wait eagerly to get your sales pitch in the mail. Chances are they'll Customers don't care. They don't wait eagerly to get your sales pitch in the mail. Chances are they'll
pass right by your ad in a newspaper or magazine. They might have a mild interest in your product, but pass right by your ad in a newspaper or magazine. They might have a mild interest in your product, but
you'd better be able to seize their attention, to reach out and grab them by the throat in order to make your you'd better be able to seize their attention, to reach out and grab them by the throat in order to make your
case. case.
You accomplish this by featuring a benefit in your headline that is so potent, it can't be passed over. You accomplish this by featuring a benefit in your headline that is so potent, it can't be passed over.
This benefit headline should be as subtle as a jackhammer. Look, you have only a few seconds to stop This benefit headline should be as subtle as a jackhammer. Look, you have only a few seconds to stop
someone and pull them into the detail of your ad or sales letter. If you can't grab them here and now, someone and pull them into the detail of your ad or sales letter. If you can't grab them here and now,
you've lost them forever. The page gets turned or your letter hits the trash. you've lost them forever. The page gets turned or your letter hits the trash.
To avoid this, you've got to roll out your biggest, loudest gun right away. Feature it as prominently as To avoid this, you've got to roll out your biggest, loudest gun right away. Feature it as prominently as
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you can. Make it so irresistible that only an idiot would pass it by. you can. Make it so irresistible that only an idiot would pass it by.
This is a radically different approach than most ads take. They focus on a clever, catchy headline or This is a radically different approach than most ads take. They focus on a clever, catchy headline or
eye-popping visuals. To the detriment of the people who use them, these techniques don't work. They're eye-popping visuals. To the detriment of the people who use them, these techniques don't work. They're
pure window dressing. pure window dressing.
If you want to win more leads and sales, forget about your ad and its fancy layout. Forget about being If you want to win more leads and sales, forget about your ad and its fancy layout. Forget about being
clever or creative. clever or creative.
Concentrate instead on hitting your customers right between the eyes with the most potent benefit you Concentrate instead on hitting your customers right between the eyes with the most potent benefit you
have to offer. have to offer.
Mistake #6: Blindly Accepting That Your Mail Will Actually Reach Its Destination Mistake #6: Blindly Accepting That Your Mail Will Actually Reach Its Destination
There's bad news on the mail front. Studies by both the Direct Marketing Association and the United There's bad news on the mail front. Studies by both the Direct Marketing Association and the United
States Postal Service reveal that huge quantities of mail are being dumped in trash bins instead of being States Postal Service reveal that huge quantities of mail are being dumped in trash bins instead of being
delivered. Estimates run as high as 30 percent of all third class mail in some regions of the country. delivered. Estimates run as high as 30 percent of all third class mail in some regions of the country.
flut that isn't the only place you can take a direct hit to the pocketbook. Their are some lazy and flut that isn't the only place you can take a direct hit to the pocketbook. Their are some lazy and
unscrupulous employees working in mailing houses. Even in the best of them, and that could easily unscrupulous employees working in mailing houses. Even in the best of them, and that could easily
include the mailing house you're using right now. These people are dumping your precious mailings and include the mailing house you're using right now. These people are dumping your precious mailings and
gefling false receipts from the post office. That's right, from the same dolts who are already dumping your gefling false receipts from the post office. That's right, from the same dolts who are already dumping your
mail. mail.
Airight, so we both agree that the picture is bleak. But ygij don't have to be a victim of these sleazy, Airight, so we both agree that the picture is bleak. But ygij don't have to be a victim of these sleazy,
fraudulent practices. Here's what you do to protect your investment. fraudulent practices. Here's what you do to protect your investment.
First off; you stop mailing third class. The studies that were conducted revealed that the object of the First off; you stop mailing third class. The studies that were conducted revealed that the object of the
vast majority of this fraud is third class mail. Nearly all first class mail was delivered. Of the first class vast majority of this fraud is third class mail. Nearly all first class mail was delivered. Of the first class
mail that didn't get delivered, much of that was due to incorrect addressing by its mailers. mail that didn't get delivered, much of that was due to incorrect addressing by its mailers.
You can't afford to risk having your mail dumped in the trash in exchange for the savings that third You can't afford to risk having your mail dumped in the trash in exchange for the savings that third
class offers. It isn't a justifiable risk. Instead, do everything you can to cut creative and production costs. class offers. It isn't a justifiable risk. Instead, do everything you can to cut creative and production costs.
But don't mail third class. But don't mail third class.
As for the mailing houses, the answer is simple. Don't let them deliver your mail to the post office. As for the mailing houses, the answer is simple. Don't let them deliver your mail to the post office.
Deliver it yourself And exarnine every tray or bag for accurate counts before you leave the mailing house. Deliver it yourself And exarnine every tray or bag for accurate counts before you leave the mailing house.
This is the only way you can be sure that you get a full count and your mail gets to the post office. This is the only way you can be sure that you get a full count and your mail gets to the post office.
One more thing. If you're mailing 5000 or more pieces, it's a good idea to drop your mail at 2 or 3 One more thing. If you're mailing 5000 or more pieces, it's a good idea to drop your mail at 2 or 3
different post offices. This helps reduce the odds of your mail getting durnped, even for first class. different post offices. This helps reduce the odds of your mail getting durnped, even for first class.
Remember, if your mail doesn't reach its destination, you can't sell your products! Remember, if your mail doesn't reach its destination, you can't sell your products!
Mistake #7: Blindly Accepting That Your Mail Will Get Opened Once It's Been Delivered Mistake #7: Blindly Accepting That Your Mail Will Get Opened Once It's Been Delivered
If you think this way, once again you're a victim of your own ego. Don't get me wrong, I'm not saying If you think this way, once again you're a victim of your own ego. Don't get me wrong, I'm not saying
that you're a raging egomaniac with no interests other than yourself. But I am saying that your pride is that you're a raging egomaniac with no interests other than yourself. But I am saying that your pride is
distorting your view of reality. You falsely believe that your customers are wildly enthusiastic about distorting your view of reality. You falsely believe that your customers are wildly enthusiastic about
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hearing from you. hearing from you.
To prove my point, I'm going to use a very important person as my example. You. Think about how To prove my point, I'm going to use a very important person as my example. You. Think about how
you open your mail. You sort it into piles. Personal letters in this pile, bills in that pile, some junk mail to you open your mail. You sort it into piles. Personal letters in this pile, bills in that pile, some junk mail to
review in another pile, and the rest of the junk mail straight to the trash! That's reality, folks. review in another pile, and the rest of the junk mail straight to the trash! That's reality, folks.
So what words of wisdom can I offer you to make sure that your mail gets opened even though it may So what words of wisdom can I offer you to make sure that your mail gets opened even though it may
not seem to be of much interest to your customer? Precisely this: not seem to be of much interest to your customer? Precisely this:
Make sure that your mail gets put in a pile that isn't predestined to the trash. Make sure that your mail gets put in a pile that isn't predestined to the trash.
Here's how you achieve this most desirable of goals. Remember, you just proved that the mail you Here's how you achieve this most desirable of goals. Remember, you just proved that the mail you
value the most is (1) personal mail; and (2) bills. Then, if it piques your interest, you may look at some of value the most is (1) personal mail; and (2) bills. Then, if it piques your interest, you may look at some of
your junk mail. your junk mail.
Your path, then, is clear. To make sure your mail gets opened, make it look as much like personal Your path, then, is clear. To make sure your mail gets opened, make it look as much like personal
mail or a bill as possible. mail or a bill as possible.
To make it look like personal mail, follow these steps: To make it look like personal mail, follow these steps:
1. Avoid mailing labels. 1. Avoid mailing labels.
2. Always use a first class stamp - avoid postage meters. 2. Always use a first class stamp - avoid postage meters.
3. No teaser copy. 3. No teaser copy.
4 Use your first initial, last name, and address for the return address not a company name or logo. 4 Use your first initial, last name, and address for the return address not a company name or logo.
To make your letter look like a bill: To make your letter look like a bill:
1. Use a window envelope. 1. Use a window envelope.
2. Use a stamp or postage meter. 2. Use a stamp or postage meter.
3. Use just a return address without company name or logo. 3. Use just a return address without company name or logo.
4. Make it look as official as possible. 4. Make it look as official as possible.
The third - and riskiest - way of striving to get your mail opened is to offer a power-packed benefit on The third - and riskiest - way of striving to get your mail opened is to offer a power-packed benefit on
the envelope, which is called a teaser. "New Fall Catalog Inside" doesn't cut it. You must be able to offer the envelope, which is called a teaser. "New Fall Catalog Inside" doesn't cut it. You must be able to offer
an extremely powerful benefit. A benefit that nobody in their right mind would pass up. Something like, an extremely powerful benefit. A benefit that nobody in their right mind would pass up. Something like,
"Here's 3 Simple Ways to Save $246 On Your Heating Bills This Winter". If you can't offer a powerful, "Here's 3 Simple Ways to Save $246 On Your Heating Bills This Winter". If you can't offer a powerful,
hit-them-between-the-eyes benefit, don't even think about using teaser copy. hit-them-between-the-eyes benefit, don't even think about using teaser copy.
Mistake #8: Assuming You Have Your Prospect's Undivided Attention Mistake #8: Assuming You Have Your Prospect's Undivided Attention
The truth is you have very little, if any, of your prospect's attention. You must remember that people The truth is you have very little, if any, of your prospect's attention. You must remember that people
are bombarded by hundreds, even thousands of ads daily. Ads in their mail, on radio, on TV, on are bombarded by hundreds, even thousands of ads daily. Ads in their mail, on radio, on TV, on
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billboards, in movie theatres, in magazines, in newspapers, being hauled across the sky, on benches, on billboards, in movie theatres, in magazines, in newspapers, being hauled across the sky, on benches, on
the back of buses and taxicabs, on shopping carts, even in restroom stalls. All of this is your competition. the back of buses and taxicabs, on shopping carts, even in restroom stalls. All of this is your competition.
Don't kid yourself. You aren't just competing against other companies within your market. You're Don't kid yourself. You aren't just competing against other companies within your market. You're
competing against everything that vies for your prospect's attention - including nonadvertising interests competing against everything that vies for your prospect's attention - including nonadvertising interests
like work, family, and hobbies. like work, family, and hobbies.
You must be clear about this going in. Only then can you hone your sights and get serious about the You must be clear about this going in. Only then can you hone your sights and get serious about the
job you really have to do. The job of creating hard-hitting marketing that will succeed in winning your job you really have to do. The job of creating hard-hitting marketing that will succeed in winning your
prospect's precious time. prospect's precious time.
To do this, you have to create the kind of marketing pieces I've already emphasized. Hard-driving, To do this, you have to create the kind of marketing pieces I've already emphasized. Hard-driving,
persuasive pieces packed with so many benefits, your customer can't help but be interested. persuasive pieces packed with so many benefits, your customer can't help but be interested.
Mistake #9: Lying, Being Deceitful, Or "Standing Too Close To The Shade" Mistake #9: Lying, Being Deceitful, Or "Standing Too Close To The Shade"
I sincerely hope this mistake doesn't include you in its ranks. Unfortunately, some marketers get swept I sincerely hope this mistake doesn't include you in its ranks. Unfortunately, some marketers get swept
away by their own greed and wind up stretching the truth beyond its natural range of flexibility. away by their own greed and wind up stretching the truth beyond its natural range of flexibility.
Lying and being deceitful are not only immoral, they're bad business. You can't build a long lasting, Lying and being deceitful are not only immoral, they're bad business. You can't build a long lasting,
profitable business by cheating people. Successful business depends on repeat customers. If you start profitable business by cheating people. Successful business depends on repeat customers. If you start
cheating people, they won't continue to do business with you. And if there's any justice, you'll go to cheating people, they won't continue to do business with you. And if there's any justice, you'll go to
prison. prison.
Now let's talk about "standing too close to the shade". Many years ago, I took a real estate investment Now let's talk about "standing too close to the shade". Many years ago, I took a real estate investment
class. At a certain point in the class, the instructor winked and announced that he was now going to teach class. At a certain point in the class, the instructor winked and announced that he was now going to teach
some very creative ways of getting people to sign their property over to you. He went on to declare that some very creative ways of getting people to sign their property over to you. He went on to declare that
these methods weren't necessarily shady, but from where you stood you could definitely see the shade. these methods weren't necessarily shady, but from where you stood you could definitely see the shade.
I can't give you any hard and fast rule on this kind of approach to advertising. All I can do is make a I can't give you any hard and fast rule on this kind of approach to advertising. All I can do is make a
heartfelt recommendation. If you feel like what you're selling or how you're selling it is getting too close heartfelt recommendation. If you feel like what you're selling or how you're selling it is getting too close
to the shade, I urge you to reconsider. to the shade, I urge you to reconsider.
I just don't believe that it's right. I can also assure you that if you get caught, it can ruin your business. I just don't believe that it's right. I can also assure you that if you get caught, it can ruin your business.
There's far more consistent money to be made by solving your customers' problems, helping them achieve There's far more consistent money to be made by solving your customers' problems, helping them achieve
vital goals, and delivering more than you promised. vital goals, and delivering more than you promised.
And, as an added benefit, you'll sleep well at night! And, as an added benefit, you'll sleep well at night!
Mistake #10: Failing To Track Your Results And Use What You've Learned To Compound Mistake #10: Failing To Track Your Results And Use What You've Learned To Compound
Your Profits Your Profits
If you really want to cash in on direct response, this is one mistake you should correct as soon as If you really want to cash in on direct response, this is one mistake you should correct as soon as
possible. One of the greatest advantages of direct marketing is that it's completely measurable. By keying possible. One of the greatest advantages of direct marketing is that it's completely measurable. By keying
your ads and sales letters (with a unique department number, suite number, person's name, or other your ads and sales letters (with a unique department number, suite number, person's name, or other
identifier), you track precisely what kind of response you get from every ad, list, or advertising medium identifier), you track precisely what kind of response you get from every ad, list, or advertising medium
you use. you use.
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Being able to track your results gives you a strategic benefit: Being able to track your results gives you a strategic benefit:
CONTROL. Your results tell you what's working and what isn't. And exactly how well things are CONTROL. Your results tell you what's working and what isn't. And exactly how well things are
working. This let's you know which marketing efforts to stick with and which to modify or abandon. It working. This let's you know which marketing efforts to stick with and which to modify or abandon. It
also tells you which product lines are effective, what geographical areas to hit harder, and which media also tells you which product lines are effective, what geographical areas to hit harder, and which media
and lists outperform others. and lists outperform others.
With all of the advantages to be gained from proper tracking, you'd think that everyone would do it With all of the advantages to be gained from proper tracking, you'd think that everyone would do it
routinely. Not so. Just watch your mail for the next week. when you see how many of the letters you get routinely. Not so. Just watch your mail for the next week. when you see how many of the letters you get
aren't keyed, and therefore not traceable, you'll be shocked. aren't keyed, and therefore not traceable, you'll be shocked.
Here's my own personal rule on this critical issue: Here's my own personal rule on this critical issue:
Every marketing piece you create should be keyed for tracking. Every marketing piece you create should be keyed for tracking.
Everything. All ads, all sales letters, all news releases. You name it, it should be keyed. If not, you're Everything. All ads, all sales letters, all news releases. You name it, it should be keyed. If not, you're
unnecessarily limiting your income. unnecessarily limiting your income.
Mistake #11: You Don't Have A Profitably Planned Follow-up Campaign Mistake #11: You Don't Have A Profitably Planned Follow-up Campaign
This is a crucial point to consider. Why? Because when run properly, an effective follow-up campaign This is a crucial point to consider. Why? Because when run properly, an effective follow-up campaign
can double or triple your profits. can double or triple your profits.
The fact is that it's much easier and less costly to sell to someone who's already bought from you than The fact is that it's much easier and less costly to sell to someone who's already bought from you than
it is to bring in new business. This means that the greatest rewards can be gained from working your it is to bring in new business. This means that the greatest rewards can be gained from working your
house list. house list.
But think about it. When was the last time you bought something and then received a follow-up But think about it. When was the last time you bought something and then received a follow-up
offering from that same company? I'd wager that you can't even recall the last time. offering from that same company? I'd wager that you can't even recall the last time.
The companies that are consistently making big profits in direct response have well-oiled follow-up The companies that are consistently making big profits in direct response have well-oiled follow-up
programs in place. Get your name on the mailing lists of American Express and the American programs in place. Get your name on the mailing lists of American Express and the American
Management Association. These companies run follow-up programs as well as any I've ever seen. Management Association. These companies run follow-up programs as well as any I've ever seen.
Here are a couple of hints on how to get the most out of your follow-up program. Always include a Here are a couple of hints on how to get the most out of your follow-up program. Always include a
follow-up offer with every order you send out. Offer a discount on 3 or 4 recommended items. Strike follow-up offer with every order you send out. Offer a discount on 3 or 4 recommended items. Strike
while the iron is hot. It's the best and easiest time to make another sale. while the iron is hot. It's the best and easiest time to make another sale.
Send follow-up mailings at least every quarter. Every other month is even better. Keep your products Send follow-up mailings at least every quarter. Every other month is even better. Keep your products
in the forefront of your customers' awareness. The more you sell to someone, the more trust they build in in the forefront of your customers' awareness. The more you sell to someone, the more trust they build in
you. And the more inclined they'll be to buy again. It's a wonderfully perpetuating cycle. you. And the more inclined they'll be to buy again. It's a wonderfully perpetuating cycle.
Mistake #12: You're Trying To Sell Unrelated Products Mistake #12: You're Trying To Sell Unrelated Products
This is closely related to the previous point. You can't followup effectively with unrelated products. This is closely related to the previous point. You can't followup effectively with unrelated products.
Direct response is very different than general retail marketing. Unless you are Sears, it's virtually Direct response is very different than general retail marketing. Unless you are Sears, it's virtually
impossible to offer a wide selection of products that aren't related. Smart marketers realize that the big impossible to offer a wide selection of products that aren't related. Smart marketers realize that the big
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money is made by offering closely related products. money is made by offering closely related products.
For example: a catalog that specializes in computer books is more likely to be successful than a For example: a catalog that specializes in computer books is more likely to be successful than a
catalog that offers computer books, cookbooks, general fiction, and diet books. By specializing, you catalog that offers computer books, cookbooks, general fiction, and diet books. By specializing, you
eventually become known as an expert, reliable source in your market area. People place their trust in you eventually become known as an expert, reliable source in your market area. People place their trust in you
because they know you'll deliver what they need. And trust generates sales. because they know you'll deliver what they need. And trust generates sales.
Also, if you focus on and carry a wide variety of computer books, you know precisely who your Also, if you focus on and carry a wide variety of computer books, you know precisely who your
audience is and what to feature in your follow-ups. So you can concentrate your efforts on marketing to a audience is and what to feature in your follow-ups. So you can concentrate your efforts on marketing to a
single, large audience rather than spreading yourself thin over a variety of markets. single, large audience rather than spreading yourself thin over a variety of markets.
To cash in on direct response, pick an area to specialize in and offer the best group of related products To cash in on direct response, pick an area to specialize in and offer the best group of related products
that you can. that you can.
Mistake #13: Changing Your Marketing Out Of Boredom Mistake #13: Changing Your Marketing Out Of Boredom
Eventually, you're going to get tired of any marketing piece you use. Either you'll get bored with it, Eventually, you're going to get tired of any marketing piece you use. Either you'll get bored with it,
your family or friends will, or your employees will get sick of seeing the same old thing. And you'll want your family or friends will, or your employees will get sick of seeing the same old thing. And you'll want
to change it - to give it a fresh new look or perspective. to change it - to give it a fresh new look or perspective.
I have one word of advice for you. I have one word of advice for you.
Don't! Don't!
Don't change any of your marketing because you're sick of seeing it. Don't change any marketing Don't change any of your marketing because you're sick of seeing it. Don't change any marketing
piece to give it a fresh new look or a little more pizzazz. piece to give it a fresh new look or a little more pizzazz.
The only time you should ever change a marketing piece is when it starts to lose its effectiveness. The only time you should ever change a marketing piece is when it starts to lose its effectiveness.
Then you should carefully test alternatives and see if they up your response. If you can increase your Then you should carefully test alternatives and see if they up your response. If you can increase your
response and profits, then by all means, change your marketing. response and profits, then by all means, change your marketing.
But if the market continues to respond to your promotions, you'd be a fool to change. I don't care how But if the market continues to respond to your promotions, you'd be a fool to change. I don't care how
sick you, your friends, your family, or your employees are of seeing the same old marketing. Don't change sick you, your friends, your family, or your employees are of seeing the same old marketing. Don't change
it! it!
The only person who should ever dictate a change in your marketing is your bookkeeper. When your The only person who should ever dictate a change in your marketing is your bookkeeper. When your
bookkeeper tells you that sales are starting to drop off then you have a valid reason to change your bookkeeper tells you that sales are starting to drop off then you have a valid reason to change your
marketing. marketing.
Conclusion Conclusion
You've just taken a giant step toward getting the most out of your direct marketing. You've seen which You've just taken a giant step toward getting the most out of your direct marketing. You've seen which
mistakes can have the most disastrous effects on your marketing. And you now know precisely what to do mistakes can have the most disastrous effects on your marketing. And you now know precisely what to do
to keep these mistakes from killing your hard-earned profits. to keep these mistakes from killing your hard-earned profits.
But just knowing what to do isn't enough. You have to take action to remedy the errors that are But just knowing what to do isn't enough. You have to take action to remedy the errors that are
hurting you. If you don't, you'll continue to put your business at risk. hurting you. If you don't, you'll continue to put your business at risk.
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Fortunately, none of these mistakes are particularly difficult to correct. All it takes is a little diligence Fortunately, none of these mistakes are particularly difficult to correct. All it takes is a little diligence
to make sure you carry out these solutions. And there's good reason to. Once you rid yourself of these to make sure you carry out these solutions. And there's good reason to. Once you rid yourself of these
debilitating mistakes, your sales and profits can grow like crazy! debilitating mistakes, your sales and profits can grow like crazy!
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Special Report 2 Special Report 2

9 Remarkable Ways to 9 Remarkable Ways to
Increase Your Sales Increase Your Sales
and Profits and Profits
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9 Remarkable Ways to Increase 9 Remarkable Ways to Increase

Your Sales and Profits! Your Sales and Profits!
Everyone wants to make more money. Everyone wants to make their marketing more effective....to Everyone wants to make more money. Everyone wants to make their marketing more effective....to
get better results....to convert more leads.…to make more sales....to increase their profits as much as get better results....to convert more leads.…to make more sales....to increase their profits as much as
possible. possible.
But few people know how. Few people really understand how to force every marketing dollar to work But few people know how. Few people really understand how to force every marketing dollar to work
harder - to do the job of 2 or 3 or 5 or 10 dollars. In fact, of all the clients I’ve worked with in the past harder - to do the job of 2 or 3 or 5 or 10 dollars. In fact, of all the clients I’ve worked with in the past
year, and all those who time wouldn’t permit me to work with, only one came even close to achieving year, and all those who time wouldn’t permit me to work with, only one came even close to achieving
their full marketing and profit potential. their full marketing and profit potential.
Even this client, as admirable as his efforts and results were, only realized 70% of the profits he could Even this client, as admirable as his efforts and results were, only realized 70% of the profits he could
be reaping. Most of my clients, which includes some very savvy marketers, are only realizing 50% or less be reaping. Most of my clients, which includes some very savvy marketers, are only realizing 50% or less
of their full profit potential! of their full profit potential!
You’re probably in the same boat. That’s what motivated you to call for this report. Because your You’re probably in the same boat. That’s what motivated you to call for this report. Because your
marketing is getting lukewarm results. You aren’t getting the number of qualified leads you need. You marketing is getting lukewarm results. You aren’t getting the number of qualified leads you need. You
aren’t increasing your customer base. Sales are in a holding pattern. And you know you aren’t generating aren’t increasing your customer base. Sales are in a holding pattern. And you know you aren’t generating
the kind of profits you really need to keep your business healthy. the kind of profits you really need to keep your business healthy.
Well, that’s all about to change. Right here, and fight now! Well, that’s all about to change. Right here, and fight now!
I mean it. It’s far easier to do than you ever imagined. In this report, I’m going to show you exactly I mean it. It’s far easier to do than you ever imagined. In this report, I’m going to show you exactly
which factors are limiting your profits. Then I’ll give you 9 simple, inexpensive, powerful steps you can which factors are limiting your profits. Then I’ll give you 9 simple, inexpensive, powerful steps you can
take to leverage your marketing. I’ll show you everything you need to know to make each of your take to leverage your marketing. I’ll show you everything you need to know to make each of your
marketing dollars work as hard as they possibly can to increase your effectiveness, boost your profits, and marketing dollars work as hard as they possibly can to increase your effectiveness, boost your profits, and
cut your expenses. cut your expenses.
By the time you’ve completed this report, you’ll have a comprehensive set of powerful new tools you By the time you’ve completed this report, you’ll have a comprehensive set of powerful new tools you
can use to make sure your marketing is firing on all cylinders and doing what you really need it to: can use to make sure your marketing is firing on all cylinders and doing what you really need it to:
generating more leads, winning more sales, and shooting your profits through the roof! generating more leads, winning more sales, and shooting your profits through the roof!
What Marketing Leverage Is And How It Can Make What Marketing Leverage Is And How It Can Make
Your Business Much More Profitable! Your Business Much More Profitable!
What exactly is leverage? For our purposes, it’s the ability to improve a component part of your What exactly is leverage? For our purposes, it’s the ability to improve a component part of your
marketing resulting in the increase of your sales and profits many times. Now, that might sound a bit marketing resulting in the increase of your sales and profits many times. Now, that might sound a bit
technical or complicated, but in actual use, it couldn’t be simpler. Leverage is merely the ability to make technical or complicated, but in actual use, it couldn’t be simpler. Leverage is merely the ability to make
more money for exactly the same amount of time, effort, and expense. more money for exactly the same amount of time, effort, and expense.
Here are a few real life examples. The most widely understood use of leverage is in real estate. In Here are a few real life examples. The most widely understood use of leverage is in real estate. In
most real estate transactions, you can get 100% of the use and financial benefit of a property for just 20% most real estate transactions, you can get 100% of the use and financial benefit of a property for just 20%
down. So you’ve leveraged your investment by 80%. down. So you’ve leveraged your investment by 80%.
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Now, let’s look at how leverage applies to your marketing. If I can show you a simple sales technique Now, let’s look at how leverage applies to your marketing. If I can show you a simple sales technique
to get your customers to increase their average purchase amount by 20% with no additional cost or effort to get your customers to increase their average purchase amount by 20% with no additional cost or effort
on your part, I’ve just leveraged your sales staff. I’ve increased their productivity and your profits by on your part, I’ve just leveraged your sales staff. I’ve increased their productivity and your profits by
20%. 20%.
Here’s another example. If we change your copy and the new ad outpulls your old ad by 35%, that’s Here’s another example. If we change your copy and the new ad outpulls your old ad by 35%, that’s
35% more profit in your pocket for exactly the same cost and effort. In actual application, I’ve seen slight 35% more profit in your pocket for exactly the same cost and effort. In actual application, I’ve seen slight
changes in copy increase profits by as much as 300% to 400%. And in his classic book, Tested changes in copy increase profits by as much as 300% to 400%. And in his classic book, Tested
Advertising Methods, John Caples documents examples of simple copy changes that improved response Advertising Methods, John Caples documents examples of simple copy changes that improved response
by as much as 2100%! by as much as 2100%!
There’s one more concept you should understand about increasing your marketing leverage. There are There’s one more concept you should understand about increasing your marketing leverage. There are
so many areas of your marketing that can be leveraged, the results can be phenomenal. These include ads, so many areas of your marketing that can be leveraged, the results can be phenomenal. These include ads,
headlines, mailing lists, media, prices, offers, publicity, in-store sales, field sales, average purchase headlines, mailing lists, media, prices, offers, publicity, in-store sales, field sales, average purchase
amount, repeat sales, referrals, new customer leads, lead conversion and on and on. Taken alone, each of amount, repeat sales, referrals, new customer leads, lead conversion and on and on. Taken alone, each of
these components may increase your sales and profits just a few percentage points. But get them all these components may increase your sales and profits just a few percentage points. But get them all
working together, and they can shoot your profits through the roof! working together, and they can shoot your profits through the roof!
9 Fast Ways To Leverage Your Marketing Success! 9 Fast Ways To Leverage Your Marketing Success!
Now that you understand what marketing leverage is, let’s look at the nine fastest, easiest ways to use Now that you understand what marketing leverage is, let’s look at the nine fastest, easiest ways to use
it to boost your sales and profits. it to boost your sales and profits.
1. Leverage Your Mailing Lists And Advertising Media 1. Leverage Your Mailing Lists And Advertising Media
I’m going to cover this point first because lists and media are the most critical components of any I’m going to cover this point first because lists and media are the most critical components of any
campaign. I don’t care how great your product is, how powerful your offer is, how low your price is, how campaign. I don’t care how great your product is, how powerful your offer is, how low your price is, how
well written your copy may be, or how striking a layout you’ve used. Mail to the wrong list or advertise in well written your copy may be, or how striking a layout you’ve used. Mail to the wrong list or advertise in
inappropriate media and all of your time, effort, and money is completely wasted. inappropriate media and all of your time, effort, and money is completely wasted.
Here’s the hard, cold truth. A mediocre piece mailed to precisely the right people or run in the right Here’s the hard, cold truth. A mediocre piece mailed to precisely the right people or run in the right
media will get significantly better results than the most powerful piece sent to the wrong list or run in the media will get significantly better results than the most powerful piece sent to the wrong list or run in the
wrong media. wrong media.
Leveraging your list and media usage isn’t difficult. Here’s how to do it. For mailing lists, always use Leveraging your list and media usage isn’t difficult. Here’s how to do it. For mailing lists, always use
a list broker. In fact, use 3 to 5 list brokers. Once you have your package together, send it to 3 to 5 list a list broker. In fact, use 3 to 5 list brokers. Once you have your package together, send it to 3 to 5 list
brokers and ask them to recommend lists they think will respond well. To start, test those lists that are brokers and ask them to recommend lists they think will respond well. To start, test those lists that are
recommended by more than one broker. Once you’ve had good results with a broker or brokers, test other recommended by more than one broker. Once you’ve had good results with a broker or brokers, test other
lists they recommend. lists they recommend.
Always ask your brokers what fields they specialize in and try to find brokers with experience in your Always ask your brokers what fields they specialize in and try to find brokers with experience in your
type of business. By the way, it won’t cost you anything to use as many brokers as you’d like, since the type of business. By the way, it won’t cost you anything to use as many brokers as you’d like, since the
list owner, not you, pays their fees. list owner, not you, pays their fees.
For advertising, always use media brokers exactly the same way I’ve advised you to use list brokers. For advertising, always use media brokers exactly the same way I’ve advised you to use list brokers.
Just keep in mind that media brokers usually specialize by the type of media rather than by type of Just keep in mind that media brokers usually specialize by the type of media rather than by type of
business. Print, radio, and television are usually represented most effectively by different media brokers. business. Print, radio, and television are usually represented most effectively by different media brokers.
But I’ve also seen good brokers who handle more than one type of media. As with list brokers, media But I’ve also seen good brokers who handle more than one type of media. As with list brokers, media
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brokers’ fees are paid by the media, so they cost you nothing. brokers’ fees are paid by the media, so they cost you nothing.
List and media selection are time-consuming, sophisticated activities. A good broker keeps a finger on List and media selection are time-consuming, sophisticated activities. A good broker keeps a finger on
the pulse of what’s working. Take advantage of list and media brokers’ expertise to amplify the results of the pulse of what’s working. Take advantage of list and media brokers’ expertise to amplify the results of
your ads and mailings. your ads and mailings.
2. Leverage Your Credibility - The Key To Making More And More Sales 2. Leverage Your Credibility - The Key To Making More And More Sales
After the right list and media, credibility is the next most significant factor in selling more of your After the right list and media, credibility is the next most significant factor in selling more of your
products or services. If your prospective customers have never heard of your company or your product, products or services. If your prospective customers have never heard of your company or your product,
you face a tough, uphill climb. you face a tough, uphill climb.
You see, people are generally creatures of habit. Once they’ve found a product and become You see, people are generally creatures of habit. Once they’ve found a product and become
comfortable with it, it’s difficult to budge them out of their comfort zone. comfortable with it, it’s difficult to budge them out of their comfort zone.
Think about it. How many different restaurants do you go to on a regular basis? How many different Think about it. How many different restaurants do you go to on a regular basis? How many different
brands of cars have you bought? How often do you change your brand of toothpaste? If you’re like most brands of cars have you bought? How often do you change your brand of toothpaste? If you’re like most
people, you tend to stick to a fairly limited range of products. people, you tend to stick to a fairly limited range of products.
Secondly, most customers are naturally skeptical. Everyone has been burned more than once by Secondly, most customers are naturally skeptical. Everyone has been burned more than once by
products or services that didn’t perform as promised. When neither your company or product have any products or services that didn’t perform as promised. When neither your company or product have any
credibility with your prospects, the amount of education and persuasion it takes to get them to buy can kill credibility with your prospects, the amount of education and persuasion it takes to get them to buy can kill
you. you.
So one of your major tasks as a marketer is to increase your company and product credibility By the So one of your major tasks as a marketer is to increase your company and product credibility By the
way, of the two, company credibility is more important to have than product credibility. If people know way, of the two, company credibility is more important to have than product credibility. If people know
and trust you, they’ll usually take a chance on a new product that you’re offering. But you’ll encounter and trust you, they’ll usually take a chance on a new product that you’re offering. But you’ll encounter
much more buyer reluctance if people know about your product but have no basis for trusting your much more buyer reluctance if people know about your product but have no basis for trusting your
company. company.
Here’s how you get the credibility that’s vital to your business: Here’s how you get the credibility that’s vital to your business:
Offer a powerful, money-back guarantee. Make it unconditional and make it cover a long period Offer a powerful, money-back guarantee. Make it unconditional and make it cover a long period
of time. Six months minimum, but preferably a year. The longer your guarantee period, the more of time. Six months minimum, but preferably a year. The longer your guarantee period, the more
serious you appear to be about your products. Also, tests have conclusively proven that the longer serious you appear to be about your products. Also, tests have conclusively proven that the longer
a customer has your product, the less likely they are to return it. So a short guarantee period can a customer has your product, the less likely they are to return it. So a short guarantee period can
actually increase your returns! actually increase your returns!
Give your prospective customers testimonials from other people just like them. Get specific Give your prospective customers testimonials from other people just like them. Get specific
testimonials from your satisfied customers that tell what benefits they’ve gotten or what problems testimonials from your satisfied customers that tell what benefits they’ve gotten or what problems
were solved. “We cut our taxes by 13% annually using your advice”, is much more believable and were solved. “We cut our taxes by 13% annually using your advice”, is much more believable and
effective than, “We saved a lot of money on our taxes”. effective than, “We saved a lot of money on our taxes”.
Also, get permission to use a satisfied customer’s full name, job title, and company name Also, get permission to use a satisfied customer’s full name, job title, and company name
whenever possible. Specifics compound your credibility. whenever possible. Specifics compound your credibility.
If you don’t have any testimonials of this type, drop a short note to some of your better customers. If you don’t have any testimonials of this type, drop a short note to some of your better customers.
Tell them exactly what you want. Ask them to give you a specific testimonial and permission to Tell them exactly what you want. Ask them to give you a specific testimonial and permission to
use it in your marketing. A great way to increase the number of testimonials you get is to offer use it in your marketing. A great way to increase the number of testimonials you get is to offer
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some type of reward. A discount off their next order, a copy of a special report, or extending a some type of reward. A discount off their next order, a copy of a special report, or extending a
warranty period are all effective ways of showing your appreciation. warranty period are all effective ways of showing your appreciation.
“Borrow” another company’s credibility and use it to sell your products. This is a tremendous way “Borrow” another company’s credibility and use it to sell your products. This is a tremendous way
to eliminate much of the risk of launching a new product or a new company. If you don’t have to eliminate much of the risk of launching a new product or a new company. If you don’t have
much credibility, go to a business that sells related products to your market and strike a deal to sell much credibility, go to a business that sells related products to your market and strike a deal to sell
to their customers. to their customers.
Here’s how this works. Let’s say you sell hand-made gourmet chocolates by direct mail. A great Here’s how this works. Let’s say you sell hand-made gourmet chocolates by direct mail. A great
way to increase your sales and profits would be to contact a business that sells fine wines by mail way to increase your sales and profits would be to contact a business that sells fine wines by mail
and suggest a joint venture. In return for a percentage of the profits, the wine seller would send a and suggest a joint venture. In return for a percentage of the profits, the wine seller would send a
letter to his customer list endorsing your chocolates and offering a special deal to try your product. letter to his customer list endorsing your chocolates and offering a special deal to try your product.
Because his customers know and trust him, the likelihood of them accepting his endorsed offer is Because his customers know and trust him, the likelihood of them accepting his endorsed offer is
high. You would “borrow” the wine seller’s company credibility to make far more sales than you high. You would “borrow” the wine seller’s company credibility to make far more sales than you
could by mailing to outside lists. could by mailing to outside lists.
The percentage of profits you’d offer would vary depending on how much you make on each sale. The percentage of profits you’d offer would vary depending on how much you make on each sale.
Usually, it would be from 15% to 30%. The key is to make the deal very attractive for your joint- Usually, it would be from 15% to 30%. The key is to make the deal very attractive for your joint-
venture partner. Your increased sales will more than compensate for the costs of the profit sharing. venture partner. Your increased sales will more than compensate for the costs of the profit sharing.
Plus, you gain a lot of new customers who you can turn into steady, repeat buyers. Plus, you gain a lot of new customers who you can turn into steady, repeat buyers.
Also, I recommend that you pay all costs for the mailing. You’d have to pay to mail to an outside Also, I recommend that you pay all costs for the mailing. You’d have to pay to mail to an outside
list anyway, so there’s really no additional expense. Actually, your expenses will probably be list anyway, so there’s really no additional expense. Actually, your expenses will probably be
reduced. Mailing an endorsed offer to 20,000 house customers is nearly always more profitable reduced. Mailing an endorsed offer to 20,000 house customers is nearly always more profitable
than mailing cold to an outside list of 100,000 prospects. than mailing cold to an outside list of 100,000 prospects.
3. Leverage Your Headlines 3. Leverage Your Headlines
Of all the components of your ad or sales letter that you can change to improve your results, the Of all the components of your ad or sales letter that you can change to improve your results, the
headline carries the most weight. The headline is the most crucial component of your copy. It bears the headline carries the most weight. The headline is the most crucial component of your copy. It bears the
responsibility of pulling people into your ad or sales letter. If you can’t attract peoples’ attention and responsibility of pulling people into your ad or sales letter. If you can’t attract peoples’ attention and
convince them to read further, you won’t make any sales. convince them to read further, you won’t make any sales.
Here’s how to leverage your headlines to get maximum results: Here’s how to leverage your headlines to get maximum results:
Always test different headlines. Testing is the key to consistently improving your results. I’ve seen Always test different headlines. Testing is the key to consistently improving your results. I’ve seen
one headline outperform another by as much as 4 to 1 with differences of that magnitude, you’d one headline outperform another by as much as 4 to 1 with differences of that magnitude, you’d
have to be incredibly foolish not to test multiple headlines. have to be incredibly foolish not to test multiple headlines.
Be sure to change only the headline when you’re headline testing. This same logic applies to any Be sure to change only the headline when you’re headline testing. This same logic applies to any
kind of test. If you change more than one component of your ad or sales letter when you test, you kind of test. If you change more than one component of your ad or sales letter when you test, you
won’t be able to tell which change caused the difference in results. won’t be able to tell which change caused the difference in results.
Keep a swipe file of powerful headlines. Whenever you see a headline that really makes you want Keep a swipe file of powerful headlines. Whenever you see a headline that really makes you want
to read an ad or sales letter, be sure to clip it or write it down. Review your swipe file whenever to read an ad or sales letter, be sure to clip it or write it down. Review your swipe file whenever
you need to write headlines. You may be able to alter a great headline to suit your needs. Or at you need to write headlines. You may be able to alter a great headline to suit your needs. Or at
very least, great work has a way of stimulating your creative juices. very least, great work has a way of stimulating your creative juices.
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A headline should have all the subtlety of a hand-grenade. Look, you have only one brief chance A headline should have all the subtlety of a hand-grenade. Look, you have only one brief chance
to capture your reader’s attention. Don’t waste it. If you’re clever, cute, or vague, you’ll probably to capture your reader’s attention. Don’t waste it. If you’re clever, cute, or vague, you’ll probably
lose the reader. lose the reader.
The type of headline that gets the best results focuses on the most relevant benefit your customers The type of headline that gets the best results focuses on the most relevant benefit your customers
get by doing business with you. A powerful, meaningful advantage, clearly stated, will always win get by doing business with you. A powerful, meaningful advantage, clearly stated, will always win
you a strong share of qualified prospects. you a strong share of qualified prospects.
4. Leverage Your Offer 4. Leverage Your Offer
Your headline and your offer are closely connected. In fact, many times you’re best headline is a Your headline and your offer are closely connected. In fact, many times you’re best headline is a
compelling statement of your offer. “Cashmere Sweaters At 30% Below Our Lowest Prices” is a powerful compelling statement of your offer. “Cashmere Sweaters At 30% Below Our Lowest Prices” is a powerful
example. example.
In order to leverage your offer, first you must create a powerful offer. This might sound obvious, but In order to leverage your offer, first you must create a powerful offer. This might sound obvious, but
think about it for a minute. How many ads and sales letters do you see that carry a lukewarm offer? Or think about it for a minute. How many ads and sales letters do you see that carry a lukewarm offer? Or
worse yet, no offer at all? Take a look at your newspaper today or your mail, You’ll see that very few worse yet, no offer at all? Take a look at your newspaper today or your mail, You’ll see that very few
marketers have even the foggiest notion of how to craft and present a powerful offer. marketers have even the foggiest notion of how to craft and present a powerful offer.
Here’s the secret to formulating an irresistible offer. Use your offer to shift the risk from your Here’s the secret to formulating an irresistible offer. Use your offer to shift the risk from your
customer to your own shoulders. If you can assure your customers that they have absolutely nothing to customer to your own shoulders. If you can assure your customers that they have absolutely nothing to
risk, and a whole lot to gain by purchasing your product, you greatly increase your odds of making the risk, and a whole lot to gain by purchasing your product, you greatly increase your odds of making the
sale. sale.
“Now you can get the finest Cashmere Sweaters at 30% below our lowest prices. You have to feel this “Now you can get the finest Cashmere Sweaters at 30% below our lowest prices. You have to feel this
exquisite material to fully appreciate it. So here’s what we’re going to do. Wear one of our luxurious exquisite material to fully appreciate it. So here’s what we’re going to do. Wear one of our luxurious
sweaters for 30 days for FREE. Postdate your check until a month from now. If you aren’t in sweater sweaters for 30 days for FREE. Postdate your check until a month from now. If you aren’t in sweater
heaven after wearing one of these remarkable garments, just send it back and we’ll return your check. No heaven after wearing one of these remarkable garments, just send it back and we’ll return your check. No
questions asked.” Now that’s an offer few sane buyers could refuse! questions asked.” Now that’s an offer few sane buyers could refuse!
The next thing you need to do is feature your offer right up front. Unless you’re an extremely The next thing you need to do is feature your offer right up front. Unless you’re an extremely
experienced and sophisticated copywriter, burying your offer in your sales piece severely weakens your experienced and sophisticated copywriter, burying your offer in your sales piece severely weakens your
chance of making the sale. Place your offer within the headline or first couple of paragraphs of your piece. chance of making the sale. Place your offer within the headline or first couple of paragraphs of your piece.
Then watch your orders soar! Then watch your orders soar!
5. Leverage The Price Of Your Product 5. Leverage The Price Of Your Product
When it comes to pricing, testing is the name of the game. What’s the best price for your product or When it comes to pricing, testing is the name of the game. What’s the best price for your product or
service? It’s impossible to know without testing. service? It’s impossible to know without testing.
Sometimes raising the price of a product can actually increase your sales. Or increase your gross Sometimes raising the price of a product can actually increase your sales. Or increase your gross
revenue even if the number of sales drops off. Here’s an example. Let’s say you sell a newsletter for $79. revenue even if the number of sales drops off. Here’s an example. Let’s say you sell a newsletter for $79.
And you get a response rate of 3%, which means you sell 30 subscriptions for every 1000 letters you mail. And you get a response rate of 3%, which means you sell 30 subscriptions for every 1000 letters you mail.
Your gross sales are then $2370. Your gross sales are then $2370.
Now, if you raise your price to $169 and your response rate drops to 2%, you’re only making 20 sales Now, if you raise your price to $169 and your response rate drops to 2%, you’re only making 20 sales
for every 1000 letters mailed. But your gross revenue increases to $3380. Also, you’re fulfillment costs for every 1000 letters mailed. But your gross revenue increases to $3380. Also, you’re fulfillment costs
are reduced. And, you may experience a lower rate of cancellations when your perceived value is greater. are reduced. And, you may experience a lower rate of cancellations when your perceived value is greater.
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Here’s another tip for making more sales when you increase your price. The additional revenue allows Here’s another tip for making more sales when you increase your price. The additional revenue allows
you to offer other bonus items as an incentive to get your customers to buy. These bonuses can increase you to offer other bonus items as an incentive to get your customers to buy. These bonuses can increase
the perceived value of your package and result in many more sales. the perceived value of your package and result in many more sales.
Now don’t get me wrong. I’m not saying that the only way to adjust your price is up. Sometimes Now don’t get me wrong. I’m not saying that the only way to adjust your price is up. Sometimes
lowering your prices can result in a significant increase in sales. It’s been my experience though, that lowering your prices can result in a significant increase in sales. It’s been my experience though, that
most companies tend to under price their goods. most companies tend to under price their goods.
Bottom line, the only way to determine your optimum price is to test and test some more. Bottom line, the only way to determine your optimum price is to test and test some more.
6. Leverage Your Copy 6. Leverage Your Copy
Copywriting is a very broad topic and I can’t possibly cover it all here, but I’ll give you a number of Copywriting is a very broad topic and I can’t possibly cover it all here, but I’ll give you a number of
solid techniques to leverage your copy for maximum sales. solid techniques to leverage your copy for maximum sales.
Test different focus points. Strong copy tends to have one major focus and a couple of minor focal Test different focus points. Strong copy tends to have one major focus and a couple of minor focal
points. When you clearly define the main point to focus on, the task of writing persuasive copy points. When you clearly define the main point to focus on, the task of writing persuasive copy
becomes much easier. becomes much easier.
Focus points that can have a significant impact on your sales include your offer, your strongest Focus points that can have a significant impact on your sales include your offer, your strongest
benefits, your price, and your credibility. For example, you may try to sell the same product with benefits, your price, and your credibility. For example, you may try to sell the same product with
two different letters - one that focuses on your benefits and the other that focuses on your two different letters - one that focuses on your benefits and the other that focuses on your
credibility. credibility.
The credibility copy would open with powerful testimonials and be written in a testimonial style. The credibility copy would open with powerful testimonials and be written in a testimonial style.
It could be in the form of a personalized case history of one customer’s success caused by using It could be in the form of a personalized case history of one customer’s success caused by using
your product. The second piece would focus on a powerful benefit tied to an iron-clad guarantee. your product. The second piece would focus on a powerful benefit tied to an iron-clad guarantee.
Either focal point could prove to be much more effective than the other. The only way to know for Either focal point could prove to be much more effective than the other. The only way to know for
sure is to test. sure is to test.
Always write from the customer’s point of interest. Customers don’t care much about you, your Always write from the customer’s point of interest. Customers don’t care much about you, your
company or your product. All they really care about is what they get from using your product. If company or your product. All they really care about is what they get from using your product. If
you fail to show them a distinct, powerful advantage, you can’t expect strong sales. you fail to show them a distinct, powerful advantage, you can’t expect strong sales.
Show your customers beyond a shadow of a doubt exactly how their lives will be better or easier Show your customers beyond a shadow of a doubt exactly how their lives will be better or easier
by trading a sum of money that’s insignificant compared to what your product gives them. by trading a sum of money that’s insignificant compared to what your product gives them.
Use benefit-rich sub-headers to break up your copy. There are two reasons for this. First, it makes Use benefit-rich sub-headers to break up your copy. There are two reasons for this. First, it makes
your copy easier to look at and to read, which ought to help your sales. But more importantly, a lot your copy easier to look at and to read, which ought to help your sales. But more importantly, a lot
of people don’t just start reading your letter. They browse it first. Benefit laden sub-headers give of people don’t just start reading your letter. They browse it first. Benefit laden sub-headers give
your readers a stunning overview of what to expect. By keying on special hot points, you can lure your readers a stunning overview of what to expect. By keying on special hot points, you can lure
a great number of browsers into the body of your ad or sales letter. a great number of browsers into the body of your ad or sales letter.
Always tell your customers precisely what you want them to do. Or, stated another way, if you Always tell your customers precisely what you want them to do. Or, stated another way, if you
don’t tell people what to do, most of them will probably do nothing. don’t tell people what to do, most of them will probably do nothing.
Get right to the point. Tell your prospective customers to call you, to send in their order right Get right to the point. Tell your prospective customers to call you, to send in their order right
away, to write for more information now, or whatever it is you want them to do. Tell them more away, to write for more information now, or whatever it is you want them to do. Tell them more
than once. And offer them an incentive to do it now. than once. And offer them an incentive to do it now.
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The majority of results are won at the point of initial reading. If your readers put your ad or sales The majority of results are won at the point of initial reading. If your readers put your ad or sales
letter down, the chances strongly increase that they won’t pick it up later and won’t take any letter down, the chances strongly increase that they won’t pick it up later and won’t take any
action. To avoid this, tell them clearly and directly what you want them to do. And that you want action. To avoid this, tell them clearly and directly what you want them to do. And that you want
them to do it now. them to do it now.
7. Leverage Your Repeat Sales 7. Leverage Your Repeat Sales
I’m going to let you in on a major secret. If you want to increase your profits by 25% to 75% quickly I’m going to let you in on a major secret. If you want to increase your profits by 25% to 75% quickly
and easily, concentrate on repeat sales. Concentrate on selling more products to your existing customers. and easily, concentrate on repeat sales. Concentrate on selling more products to your existing customers.
I’m going to show you why you should concentrate on repeat sales and how to generate the maximum I’m going to show you why you should concentrate on repeat sales and how to generate the maximum
volume of repeat sales. But first, I need a minute to mount my soapbox. Accept for a moment that what volume of repeat sales. But first, I need a minute to mount my soapbox. Accept for a moment that what
I’ve just told you is true - that you actually can increase your profits substantially by putting more effort I’ve just told you is true - that you actually can increase your profits substantially by putting more effort
into repeat sales. My question then, is why don’t more companies do just this? into repeat sales. My question then, is why don’t more companies do just this?
I have to tell you, it absolutely baffles me that very few, if any, companies reap the easy profits I have to tell you, it absolutely baffles me that very few, if any, companies reap the easy profits
available from repeat sales. In the last year, of all the clients I’ve consulted with and all the others who available from repeat sales. In the last year, of all the clients I’ve consulted with and all the others who
wanted to hire me, only one of them was doing what they should to collect these windfall profits! O.K., wanted to hire me, only one of them was doing what they should to collect these windfall profits! O.K.,
enough of my lecturing. Here’s what you need to do to get your fair share. enough of my lecturing. Here’s what you need to do to get your fair share.
First, it’s important to understand why repeat sales are so easy to make and so profitable. It gets back First, it’s important to understand why repeat sales are so easy to make and so profitable. It gets back
to the issue of credibility. Once you’ve made a sale and you’ve delivered the benefits you promised, you to the issue of credibility. Once you’ve made a sale and you’ve delivered the benefits you promised, you
control a tremendous amount of credibility. Your customers now believe in you. control a tremendous amount of credibility. Your customers now believe in you.
Offering them other products that you stand behind completely is the easiest way possible to make Offering them other products that you stand behind completely is the easiest way possible to make
more sales. You can even offer the same product you’ve already sold them. They now know how good it more sales. You can even offer the same product you’ve already sold them. They now know how good it
is and may want another. They probably want more for their family and friends too. is and may want another. They probably want more for their family and friends too.
You don’t have to spend a cent convincing your existing customers to take a chance on you. You’ve You don’t have to spend a cent convincing your existing customers to take a chance on you. You’ve
already cleared that hurdle. And you don’t have to spend the kind of money it takes to find new already cleared that hurdle. And you don’t have to spend the kind of money it takes to find new
customers, because you have all the information you need. customers, because you have all the information you need.
You couldn’t come any closer to a sure thing! You couldn’t come any closer to a sure thing!
How do you go about consistently making repeat sales? It’s simple. All you do is systematically How do you go about consistently making repeat sales? It’s simple. All you do is systematically
contact your existing customers at least once every month. Offer them great prices, special selection, contact your existing customers at least once every month. Offer them great prices, special selection,
stronger guarantees, or bonuses to do more business with you. stronger guarantees, or bonuses to do more business with you.
You’ll be amazed at the response you get. Customers love to do business with someone they can trust. You’ll be amazed at the response you get. Customers love to do business with someone they can trust.
They’ve been taken advantage of so many times, all you have to do is treat them fairly and deliver what They’ve been taken advantage of so many times, all you have to do is treat them fairly and deliver what
you promise and you can sell them over and over again for years. you promise and you can sell them over and over again for years.
Without exception, businesses today spend far too much time looking for new customers and neglect Without exception, businesses today spend far too much time looking for new customers and neglect
the gold that’s buried in their existing customer list. the gold that’s buried in their existing customer list.
Try this out. It isn’t unusual to make more profit off repeat sales than from any other area of your Try this out. It isn’t unusual to make more profit off repeat sales than from any other area of your
business. business.
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8. Leverage The Average Dollar Amount Of Every Sale You Make 8. Leverage The Average Dollar Amount Of Every Sale You Make
Another tremendous way to generate more profit is to increase the average dollar amount that your Another tremendous way to generate more profit is to increase the average dollar amount that your
customers spend whenever they do business with you. You’d be surprised how easy it is to increase your customers spend whenever they do business with you. You’d be surprised how easy it is to increase your
profits by 15% to 40% just by making a minor change or two to the way you do business. profits by 15% to 40% just by making a minor change or two to the way you do business.
Here’s how it’s done. First, it’s important to remember that the easiest person to sell more of your Here’s how it’s done. First, it’s important to remember that the easiest person to sell more of your
products to is an existing customer. But to extend this concept one step further, you can really make some products to is an existing customer. But to extend this concept one step further, you can really make some
serious money when you realize that the easiest and most convenient time to sell more to your current serious money when you realize that the easiest and most convenient time to sell more to your current
customers is right at the time that they’re buying from you. customers is right at the time that they’re buying from you.
Look, you already have the person in your store or ordering from you if you’re selling by mail or Look, you already have the person in your store or ordering from you if you’re selling by mail or
phone. They’ll never be more willing to dig a little deeper into their wallets than at this point of sale. All phone. They’ll never be more willing to dig a little deeper into their wallets than at this point of sale. All
you need to do to capitalize on the situation is offer your customer a strong incentive to buy more right you need to do to capitalize on the situation is offer your customer a strong incentive to buy more right
now. now.
Getting your customers to spend a little more at the point of sale is a snap. The way you do this is by Getting your customers to spend a little more at the point of sale is a snap. The way you do this is by
using a technique called the upsell. Here’s how the upsell works. Essentially, you offer your customers using a technique called the upsell. Here’s how the upsell works. Essentially, you offer your customers
the opportunity to buy even more of what you sell at an attractive discount once they’ve made the the opportunity to buy even more of what you sell at an attractive discount once they’ve made the
commitment to buy something else at the regular price. commitment to buy something else at the regular price.
If you own a retail store, you set up a special selection of items close by your cash register. Whenever If you own a retail store, you set up a special selection of items close by your cash register. Whenever
your staff rings up a sale, they tell the customer that because they’ve purchased X dollars worth of goods, your staff rings up a sale, they tell the customer that because they’ve purchased X dollars worth of goods,
they’re entitled to certain items in the special section at a discount of 15% (or whatever figure you they’re entitled to certain items in the special section at a discount of 15% (or whatever figure you
choose). choose).
Now the items you feature in your special section should be very popular, quick moving items. They Now the items you feature in your special section should be very popular, quick moving items. They
should also be items that have a fairly high profit margin so you can give a liberal discount and still make should also be items that have a fairly high profit margin so you can give a liberal discount and still make
a decent profit. a decent profit.
Successful upselling is a function of numbers. You’ll find that 15% to 40% of your customers will Successful upselling is a function of numbers. You’ll find that 15% to 40% of your customers will
take advantage of your special offer. But in order to reach these levels of additional sales, your sales take advantage of your special offer. But in order to reach these levels of additional sales, your sales
people must present the upsell opportunity to every customer at the point of sale. people must present the upsell opportunity to every customer at the point of sale.
Using the upsell in direct mail or telephone selling is done in a similar way, but it’s usually limited to Using the upsell in direct mail or telephone selling is done in a similar way, but it’s usually limited to
just one upsell item. Offering people too many choices by mail or phone can backfire and actually dilute just one upsell item. Offering people too many choices by mail or phone can backfire and actually dilute
your sales. Also, when upselling by mail or phone, the upsell item should be related to the original item. your sales. Also, when upselling by mail or phone, the upsell item should be related to the original item.
For example, if you sell cookware by mail, a good upsell item would be a cookbook. Another would For example, if you sell cookware by mail, a good upsell item would be a cookbook. Another would
be a set of kitchen utensils. Again, the upsell item is offered at an attractive discount, but only when the be a set of kitchen utensils. Again, the upsell item is offered at an attractive discount, but only when the
customer buys the original item you’re offering. customer buys the original item you’re offering.
Upsells are simple, they require almost no additional effort or expense, and they work like wildfire! Upsells are simple, they require almost no additional effort or expense, and they work like wildfire!
9. Leverage Your Profits By Participating In Joint Ventures 9. Leverage Your Profits By Participating In Joint Ventures
Joint ventures are an exceptional way of adding sizable profits to your bottom line. You can use joint Joint ventures are an exceptional way of adding sizable profits to your bottom line. You can use joint
ventures to sell your products to the customers of other businesses. By doing this you’ll not only profit ventures to sell your products to the customers of other businesses. By doing this you’ll not only profit
immediately, you’ll also add new customers to your list. This is called a Host Endorsed Joint Venture. immediately, you’ll also add new customers to your list. This is called a Host Endorsed Joint Venture.
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Or you can use joint ventures to sell other companies’ products to your own customers and virtually Or you can use joint ventures to sell other companies’ products to your own customers and virtually
add or test additional product lines without risking a cent of your own money. This type of deal is called a add or test additional product lines without risking a cent of your own money. This type of deal is called a
Guest Endorsed Joint Venture. Guest Endorsed Joint Venture.
For a Host Endorsed Joint Venture, you need to connect with another business that sells products that For a Host Endorsed Joint Venture, you need to connect with another business that sells products that
appeal to the same type of customers who buy from you. This host company will be sending a letter appeal to the same type of customers who buy from you. This host company will be sending a letter
endorsing your product to their customers. You’ll create the mailing and pay all the costs of sending out endorsing your product to their customers. You’ll create the mailing and pay all the costs of sending out
this offer. In fact, your host incurs no expense whatsoever. In exchange, the host receives 15% to 30% of this offer. In fact, your host incurs no expense whatsoever. In exchange, the host receives 15% to 30% of
the net profit. It’s up to you and the host to determine what’s fair to both of you. the net profit. It’s up to you and the host to determine what’s fair to both of you.
By endorsing your offer and playing off of his credibility, the host can easily generate response rates By endorsing your offer and playing off of his credibility, the host can easily generate response rates
of 10% to 40%. The money you make can be tremendous, plus you get to add these new customers to of 10% to 40%. The money you make can be tremendous, plus you get to add these new customers to
your list for many more years of repeat sales. your list for many more years of repeat sales.
All orders are received by the host and forwarded to you for fulfillment. There are two reasons for All orders are received by the host and forwarded to you for fulfillment. There are two reasons for
this. First, it’s essential to make the offer appear as if it’s being made by the host. It’s the host’s credibility this. First, it’s essential to make the offer appear as if it’s being made by the host. It’s the host’s credibility
that carries the weight here. Second, this allows the host to accurately track the number of orders that carries the weight here. Second, this allows the host to accurately track the number of orders
generated. generated.
Considering what you’re getting, trading a percentage of profits to play off all of the time, effort, and Considering what you’re getting, trading a percentage of profits to play off all of the time, effort, and
money it took to build the host’s customer list is an exceptional deal. You can use deals like this to build a money it took to build the host’s customer list is an exceptional deal. You can use deals like this to build a
substantial list of your own in a fraction of the time it would normally take. substantial list of your own in a fraction of the time it would normally take.
A Guest Endorsed Joint Venture is similar, but here you act as the host to endorse your guest’s A Guest Endorsed Joint Venture is similar, but here you act as the host to endorse your guest’s
product to your own house list. The guest should pay all expenses and reap the lion’s share of the profits. product to your own house list. The guest should pay all expenses and reap the lion’s share of the profits.
In a Guest Endorsed Joint Venture, you’re gaining ancillary profits with very little effort and no cost In a Guest Endorsed Joint Venture, you’re gaining ancillary profits with very little effort and no cost
on your part. It’s purely found money. At the same time, it gives you a risk-free way to test other products on your part. It’s purely found money. At the same time, it gives you a risk-free way to test other products
you might want to consider adding to your business. you might want to consider adding to your business.
Conclusion Conclusion
Congratulations! You’re now on the road to becoming a direct marketing leverage expert. You’re now Congratulations! You’re now on the road to becoming a direct marketing leverage expert. You’re now
ready to start compounding the results of every marketing dollar you invest. ready to start compounding the results of every marketing dollar you invest.
I’m sure you’re pleasantly surprised by the broad selection of marketing areas you can leverage I’m sure you’re pleasantly surprised by the broad selection of marketing areas you can leverage
significantly. Ads, headlines, prices, publicity, mailing lists, advertising media, new customer sales, significantly. Ads, headlines, prices, publicity, mailing lists, advertising media, new customer sales,
average purchase amount, repeat sales, upsells, lead generation and conversion, referrals, offers, copy and average purchase amount, repeat sales, upsells, lead generation and conversion, referrals, offers, copy and
more! The opportunities for improving your profits are nearly endless. more! The opportunities for improving your profits are nearly endless.
But there’s one thing I must warn you about. Don’t let yourself get confused when considering the But there’s one thing I must warn you about. Don’t let yourself get confused when considering the
wide variety of areas you could possibly leverage. Don’t get bogged down by all the possibilities and all wide variety of areas you could possibly leverage. Don’t get bogged down by all the possibilities and all
the details of each. Start small. Pick one area to get started on. Pick the one that looks like it will provide the details of each. Start small. Pick one area to get started on. Pick the one that looks like it will provide
the most return for the least effort. Then kick it into gear. the most return for the least effort. Then kick it into gear.
The important thing is to get started. Once you’ve seen the results you’ll get by actually leveraging a The important thing is to get started. Once you’ve seen the results you’ll get by actually leveraging a
single area you’ll be highly motivated to take on a few more. single area you’ll be highly motivated to take on a few more.
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One final point. Leverage can have a profound affect on your business. If you increase the response to One final point. Leverage can have a profound affect on your business. If you increase the response to
your ads and boost your average sales amount, and increase the number of times each customer buys from your ads and boost your average sales amount, and increase the number of times each customer buys from
you annually, and extend the number of years each customer stays with you, the leveraged affect is you annually, and extend the number of years each customer stays with you, the leveraged affect is
exponential. It can easily double or triple your profits and increase both the size and value of your exponential. It can easily double or triple your profits and increase both the size and value of your
business! business!
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Yellow Page Ads Yellow Page Ads

Consultation Consultation
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Designing a good ad – get a professional to do the layout. With today’s technology your ad can be alive Designing a good ad – get a professional to do the layout. With today’s technology your ad can be alive
and jump out and grab the prospect by the ears and drag them in to read your ad. You need the best ad and jump out and grab the prospect by the ears and drag them in to read your ad. You need the best ad
possible if you’re going to pay these prices today. Don’t let the Yellow Page ad people design it either. possible if you’re going to pay these prices today. Don’t let the Yellow Page ad people design it either.
They have no idea what their doing. They have no idea what their doing.
Make your ad read left to right. Make your ad read left to right.
ALWAYS USE A TRACKING NUMBER IN YOUR ADS. ALWAYS USE A TRACKING NUMBER IN YOUR ADS.
You must be able to track the response of your ad. Put it in the top left or top right of your ad. Keep it You must be able to track the response of your ad. Put it in the top left or top right of your ad. Keep it
small, don’t ever use it again. Use a different number for each ad. small, don’t ever use it again. Use a different number for each ad.
How do you assign them? It’s easy. Just create a spreadsheet with numbers and write next to the number How do you assign them? It’s easy. Just create a spreadsheet with numbers and write next to the number
what ad it was assigned to. what ad it was assigned to.
Open your ad with a headline. It’s the ad for the ad. It’s a big benefit. Why do people want to use a Open your ad with a headline. It’s the ad for the ad. It’s a big benefit. Why do people want to use a
service company, or what do they want to know? When can you get there and how much is it going to service company, or what do they want to know? When can you get there and how much is it going to
cost? You start out with You Save Money – We Charge by The Job Not The Hour or indicate time with a cost? You start out with You Save Money – We Charge by The Job Not The Hour or indicate time with a
clock or a guarantee of being on time. clock or a guarantee of being on time.
If you use a logo in the ad, make sure it’s the same as your trucks and uniforms. Use a unique font for If you use a logo in the ad, make sure it’s the same as your trucks and uniforms. Use a unique font for
your company name so it stands out. your company name so it stands out.
Personalize the ad with a picture. Use the owner of the company. And under it put a caption. You also can Personalize the ad with a picture. Use the owner of the company. And under it put a caption. You also can
use a family or the staff or a child. Put it upper left where the ad starts. And since pictures attract people’s use a family or the staff or a child. Put it upper left where the ad starts. And since pictures attract people’s
eye, you must have a caption. Studies show that the eye focuses on a picture before text. Make sure your eye, you must have a caption. Studies show that the eye focuses on a picture before text. Make sure your
picture will show up. Consider a line drawing or have the photographer keep the picture light. picture will show up. Consider a line drawing or have the photographer keep the picture light.
People expect to see your phone numbers at the bottom. They know they’ll see the ad, read about you, People expect to see your phone numbers at the bottom. They know they’ll see the ad, read about you,
then they’ll find the number. Don’t be tricky here. Put different numbers for different areas. People will then they’ll find the number. Don’t be tricky here. Put different numbers for different areas. People will
believe they are getting a better rate by calling a number in their area. Have call forwarding for those believe they are getting a better rate by calling a number in their area. Have call forwarding for those
numbers to a central place. What kind of number do you want? Get the oldest prefix in that area. In my numbers to a central place. What kind of number do you want? Get the oldest prefix in that area. In my
area, everyone knows 529 and 894. But just recently there are 352. Noone is familiar with these. They area, everyone knows 529 and 894. But just recently there are 352. Noone is familiar with these. They
know they are new. know they are new.
I’ve started to prefer that you don’t offer free estimates in your yellow pages. You may find yourself I’ve started to prefer that you don’t offer free estimates in your yellow pages. You may find yourself
going all over town doing these for free. What you say can say is diagnostic fee is xxx and is waived if we going all over town doing these for free. What you say can say is diagnostic fee is xxx and is waived if we
do the work. And of course you want this in teeny tiny print. This should be a small charge to be confused do the work. And of course you want this in teeny tiny print. This should be a small charge to be confused
with your hourly rate. with your hourly rate.
Only put color in your ad if you need to in order to complete with the competition’s ads. Test it. The YP Only put color in your ad if you need to in order to complete with the competition’s ads. Test it. The YP
ad reps make tons of money off of color. Studies show its better if you take the money that you spend on ad reps make tons of money off of color. Studies show its better if you take the money that you spend on
color and spend it on bigger or more ads. color and spend it on bigger or more ads.
Don’t list every single service you do. People won’t read them all. And then, if there’s something not Don’t list every single service you do. People won’t read them all. And then, if there’s something not
listed they won’t call because they’ll think you have everything listed. listed they won’t call because they’ll think you have everything listed.
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Don’t put other’s logos in your yellow pages just because they pay for some of the ad. You need all the Don’t put other’s logos in your yellow pages just because they pay for some of the ad. You need all the
room there is to spare. Coop advertising shouldn’t be used here either. It’s too expensive. Use all the room there is to spare. Coop advertising shouldn’t be used here either. It’s too expensive. Use all the
space for yourself. space for yourself.
You must have financing. Many people will buy more than they have the money for if they can finance it. You must have financing. Many people will buy more than they have the money for if they can finance it.
Show them the per day cost vs. the full cost. Just like the car salesman does. Show them the per day cost vs. the full cost. Just like the car salesman does.
Split full page ad into 2 half page ads. Design differently to hit different people. Research has shown that Split full page ad into 2 half page ads. Design differently to hit different people. Research has shown that
½ page ads can outpull full page ads. The problem is the full page ads are first. A half page ad allows you ½ page ads can outpull full page ads. The problem is the full page ads are first. A half page ad allows you
to have the right amount of info from left to right. You may have to put “under same ownership” in the to have the right amount of info from left to right. You may have to put “under same ownership” in the
second ad in real small type… “who cares.” second ad in real small type… “who cares.”
Ad Positioning Ad Positioning
The better the position, the more you have to spend. It’s just like getting a good seat at a game. The better The better the position, the more you have to spend. It’s just like getting a good seat at a game. The better
the seat the more expensive. the seat the more expensive.
First, check the book. See how big the book is. In big books, it’s been shown that people flip the book First, check the book. See how big the book is. In big books, it’s been shown that people flip the book
over and paging from the back. Some people won’t go with the big buy in the front because they want a over and paging from the back. Some people won’t go with the big buy in the front because they want a
local neighborhood guy. So buy the ad to get in the front and put whatever ad is needed to get in the back local neighborhood guy. So buy the ad to get in the front and put whatever ad is needed to get in the back
also. Have two ads. You’ll have to wait your turn for the front. Or buy the company that has position #1. also. Have two ads. You’ll have to wait your turn for the front. Or buy the company that has position #1.
If the book still goes alphabetical, register a name with enough A’s to get you at the front. You do If the book still goes alphabetical, register a name with enough A’s to get you at the front. You do
business as your name but register the one with the A’s. it’s worth the investment to get in front and back. business as your name but register the one with the A’s. it’s worth the investment to get in front and back.
The back ones will pull less and lower invoices because they are bargain hunters. It’s not as much but as The back ones will pull less and lower invoices because they are bargain hunters. It’s not as much but as
you get better at selling you’ll get the money out of them anyway. They might not buy the whole you get better at selling you’ll get the money out of them anyway. They might not buy the whole
enchilada but you’ll get them anyway. enchilada but you’ll get them anyway.
Spreadsheet: Spreadsheet:
Create a spreadsheet with the following: Create a spreadsheet with the following:
Columns: ad number, publisher, area published, section, size, publication date (make sure contract Columns: ad number, publisher, area published, section, size, publication date (make sure contract
stipulates 12 months only Read fine print., per month price, times 12 price, how much money as a result stipulates 12 months only Read fine print., per month price, times 12 price, how much money as a result
ytd, how many service calls, average invoice, ad cost per call ($’s paid to date/service calls, ytd, how many service calls, average invoice, ad cost per call ($’s paid to date/service calls,
Some books might have a $25 ad cost per call, some will have a $300. The $300 doesn’t work. Use this Some books might have a $25 ad cost per call, some will have a $300. The $300 doesn’t work. Use this
form to negotiate with the YP rep. Show them it doesn’t work at these numbers. Show them the ROI. form to negotiate with the YP rep. Show them it doesn’t work at these numbers. Show them the ROI.
When they ask what they can do to get your business? Negotiate down to an acceptable ROI. Their data When they ask what they can do to get your business? Negotiate down to an acceptable ROI. Their data
doesn’t do anything. Get the first ad for 50% off, make them a partner with you for the test ad. If it works, doesn’t do anything. Get the first ad for 50% off, make them a partner with you for the test ad. If it works,
keep going then negotiate an ROI price. keep going then negotiate an ROI price.
IF YOU DON’T ASK YOU DON’T GET IF YOU DON’T ASK YOU DON’T GET
Use an advertising checklist for every ad. Create your own insertion order with the following: Use an advertising checklist for every ad. Create your own insertion order with the following:
Ad #, location, size, position, etc. staple the form to the contract, the reps business card, price sheet and Ad #, location, size, position, etc. staple the form to the contract, the reps business card, price sheet and
any notes all together. When book is published, compare it to the last book and make sure it was put any notes all together. When book is published, compare it to the last book and make sure it was put
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where it was supposed to be. If there is any problem, you don’t have to pay for it. They can’t sue you, where it was supposed to be. If there is any problem, you don’t have to pay for it. They can’t sue you,
disconnect the phone, for their mistake, etc. if they threaten any of these things, YOU’VE won. They disconnect the phone, for their mistake, etc. if they threaten any of these things, YOU’VE won. They
might threaten to not put you in the book or take your position away, they can’t do that either. might threaten to not put you in the book or take your position away, they can’t do that either.
DON’T PAY FOR MISTAKES! DON’T PAY FOR MISTAKES!
If you do have a problem don’t call the normal 800 customer support line, they won’t be any help. They’ll If you do have a problem don’t call the normal 800 customer support line, they won’t be any help. They’ll
have a list of responses for problems in the ad. First you start with “I’m not paying for any of it, and I have a list of responses for problems in the ad. First you start with “I’m not paying for any of it, and I
want to know what you’re going to do for me next year since you made a mistake?” talk to your sales rep. want to know what you’re going to do for me next year since you made a mistake?” talk to your sales rep.
He’ll try and take care of things so he can keep getting your business. There’s always a lot of turnover He’ll try and take care of things so he can keep getting your business. There’s always a lot of turnover
because they get tired of people coming back and showing them the results aren’t there. because they get tired of people coming back and showing them the results aren’t there.
When taking a service call tell the customer to circle your ad and you’ll take $10 off the bill. Think it’s When taking a service call tell the customer to circle your ad and you’ll take $10 off the bill. Think it’s
worth it? The next time they go looking yours will stand out. worth it? The next time they go looking yours will stand out.
Books work between 3-5 years that’s why you should demand more than just the year’s price. You’re Books work between 3-5 years that’s why you should demand more than just the year’s price. You’re
losing more then the 12 months. They’ll say you got value out of it. Who cares. Of course you did. But losing more then the 12 months. They’ll say you got value out of it. Who cares. Of course you did. But
it’s wrong. So don’t pay for it. it’s wrong. So don’t pay for it.
Just because it says you can’t sue for any amount more than the value in the book it’s not true. If they try Just because it says you can’t sue for any amount more than the value in the book it’s not true. If they try
and leave you out, that’s serious business. They’re taking your livelihood away. This would be a VERY and leave you out, that’s serious business. They’re taking your livelihood away. This would be a VERY
VERY serious thing and you should contact your lawyer immediately about it. VERY serious thing and you should contact your lawyer immediately about it.
Negotiate the price of your ad based on it’s results. Don’t pay additional. Don’t sign contract until closing Negotiate the price of your ad based on it’s results. Don’t pay additional. Don’t sign contract until closing
week. That’s when their contest results count. The cruises etc. that’s when they’ll do anything to earn it. week. That’s when their contest results count. The cruises etc. that’s when they’ll do anything to earn it.
Ask the sales rep if the guys in front are renewing. They may tell you, maybe not. Look at the book and Ask the sales rep if the guys in front are renewing. They may tell you, maybe not. Look at the book and
try and see how it’s going to be set up. Don’t buy a full page, if a half will do. What position do you want try and see how it’s going to be set up. Don’t buy a full page, if a half will do. What position do you want
to be in? 1st, 2nd, or 3rd ? 3rd. Why? Most people won’t buy from first ad, they want to shop. Two isn’t to be in? 1st, 2nd, or 3rd ? 3rd. Why? Most people won’t buy from first ad, they want to shop. Two isn’t
enough either so get the 3rd if possible. People get 2 or 3 estimates, they’ll look at 2 or 3 ads. If you have enough either so get the 3rd if possible. People get 2 or 3 estimates, they’ll look at 2 or 3 ads. If you have
the 3rd position and a great ad, you’ll get better results. the 3rd position and a great ad, you’ll get better results.
The top right corner is a good position, but it’s sometimes hard to get there, depending on how the book is The top right corner is a good position, but it’s sometimes hard to get there, depending on how the book is
put together. put together.
By the way, it’s against the law for them to tell someone what you’re going to be buying. If you find out By the way, it’s against the law for them to tell someone what you’re going to be buying. If you find out
they did, wait until it’s published and then don’t pay for it. they did, wait until it’s published and then don’t pay for it.
Put copyright’s in all your ads. They will steal it. It will give you ammunition to dispute and get people to Put copyright’s in all your ads. They will steal it. It will give you ammunition to dispute and get people to
stop. stop.
Get talent releases for anyone that’s in pictures in your ads also, just to protect yourself. Get talent releases for anyone that’s in pictures in your ads also, just to protect yourself.
Do small neighborhood books work. Definitely. The ad cost per call is lower, the average invoice is often Do small neighborhood books work. Definitely. The ad cost per call is lower, the average invoice is often
higher. Track them like I taught you. higher. Track them like I taught you.
Negotiating with publishers. Rate card is their creation. Not the law’s. ask for discounts. Some won’t Negotiating with publishers. Rate card is their creation. Not the law’s. ask for discounts. Some won’t
discount, so get something in trade. Lunches, tickets, sponsorships. discount, so get something in trade. Lunches, tickets, sponsorships.
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Marketing Marketing
Consultant’s Consultant’s
Small Business Small Business
Marketing Magic Marketing Magic
Checklist Checklist
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Page 96 Page 96
Increase the number of customers Increase the number of customers
1. Referral Systems 1. Referral Systems

2. Acquire new customers at break even or slight loss 2. Acquire new customers at break even or slight loss
3. Guarantee purchases through risk reversal 3. Guarantee purchases through risk reversal
4. Use host/beneficiary relationships 4. Use host/beneficiary relationships
5. Advertising 5. Advertising
6. Direct Mail 6. Direct Mail
7. Telemarketing 7. Telemarketing
8. Run Special Events 8. Run Special Events
9. Use qualified mailing lists 9. Use qualified mailing lists
10. Create and emphasize your Unique Selling Position 10. Create and emphasize your Unique Selling Position
11. Increase perceived value through customer education 11. Increase perceived value through customer education
12. Use public relations 12. Use public relations
Increase customer retention Increase customer retention
1. Contact inactive customers 1. Contact inactive customers

2. Communicate frequently to keep your business in their thoughts 2. Communicate frequently to keep your business in their thoughts
Increase inquiry to sale conversion Increase inquiry to sale conversion
1. Increase selling skills of your staff 1. Increase selling skills of your staff
2. Qualify leads better up front 2. Qualify leads better up front
3. Educate your customers on the value you provide 3. Educate your customers on the value you provide
4. Use strong offers that also qualify 4. Use strong offers that also qualify
Increase the Frequency of purchases Increase the Frequency of purchases
1. Ask yourself what products or services could you offer that would complement those you already sell? 1. Ask yourself what products or services could you offer that would complement those you already sell?
2. Communicate frequently with customers offering ideas and information that benefit them 2. Communicate frequently with customers offering ideas and information that benefit them
3. Endorse other people’s products or services to your client list 3. Endorse other people’s products or services to your client list
4. Run special events 4. Run special events
5. Help clients utilize your product or services better 5. Help clients utilize your product or services better
6. Use special price inducements (i.e. frequent flyer point, pre-pub offer) 6. Use special price inducements (i.e. frequent flyer point, pre-pub offer)
Increase Amount of purchases Increase Amount of purchases
1. Upsell and cross sell 1. Upsell and cross sell

2. Point-of-sale promotions 2. Point-of-sale promotions
3. Package complementary products together 3. Package complementary products together
4. Raise prices 4. Raise prices
5. Change the profile of your product or service to be more up-market 5. Change the profile of your product or service to be more up-market
6. Offer larger units of purchase 6. Offer larger units of purchase
Increase your effectiveness Increase your effectiveness
1. Test every new marketing concept one variable at a time 1. Test every new marketing concept one variable at a time
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Marketing Marketing
Consultant’s Consultant’s
Sample Sample
Advanced Advanced
Consultation Consultation
Page 99 Page 99
Page 100 Page 100

PPS Advertising, Inc. 123 Jefferson Street, Anytown IL 60130 PPS Advertising, Inc. 123 Jefferson Street, Anytown IL 60130
312-555-1122 Fax-312-555-3344 E-mail-pat7@aol.com 312-555-1122 Fax-312-555-3344 E-mail-pat7@aol.com
April 22, 2002 April 22, 2002
Here’s How To Easily & Systematically Bend Over To Here’s How To Easily & Systematically Bend Over To
Pick Up The Pieces Of Gold Laying All Around You! Pick Up The Pieces Of Gold Laying All Around You!
Bill Smith/John Harris, c/o 5-STAR/Health Rejuvenator Bill Smith/John Harris, c/o 5-STAR/Health Rejuvenator
Bill and John: Bill and John:
The following reports will explain how we suggest you can literally increase the profitability of The following reports will explain how we suggest you can literally increase the profitability of
your business by factors of 100% or more...as well as add a dramatically higher measure of safety and your business by factors of 100% or more...as well as add a dramatically higher measure of safety and
permanence in the consumer market! permanence in the consumer market!
If you guys implement testing the strategies recommended, and roll out the successful programs If you guys implement testing the strategies recommended, and roll out the successful programs
and efforts, you will see a business that up until now has left millions of dollars on the ground...picking up and efforts, you will see a business that up until now has left millions of dollars on the ground...picking up
the amazing amount of gold hidden in plain sight for as long as you own the business! the amazing amount of gold hidden in plain sight for as long as you own the business!
We have covered a tremendous amount of ground here, so we suggest you take the time to think We have covered a tremendous amount of ground here, so we suggest you take the time to think
our suggestions through, and have a phone conference in the immediate future to see if we are on track our suggestions through, and have a phone conference in the immediate future to see if we are on track
with what you guys want to accomplish, and see where we go from there. with what you guys want to accomplish, and see where we go from there.
Of course, if you have any questions or comments, or desire clarifications or whatever, please call Of course, if you have any questions or comments, or desire clarifications or whatever, please call
either of us and we’ll be glad to help you in any way we can. either of us and we’ll be glad to help you in any way we can.
Thanks for having the confidence in us to prepare these analyses, and we look forward to a long- Thanks for having the confidence in us to prepare these analyses, and we look forward to a long-
term relationship with you and your business. term relationship with you and your business.
Take care, and we look forward to talking to you soon. Take care, and we look forward to talking to you soon.
Sincerely, Sincerely,
Jeff Paul, Pat Williams Jeff Paul, Pat Williams
Page 101 Page 101

Report Of Findings Report Of Findings
5-STAR/Health Rejuvenator 5-STAR/Health Rejuvenator
I. General Impressions I. General Impressions

Our general impressions are that you have successfully penetrated the medical/rehabilitation Our general impressions are that you have successfully penetrated the medical/rehabilitation
market with a product that is so superior to the competition that 20% of that market thinks you guys walk market with a product that is so superior to the competition that 20% of that market thinks you guys walk
on water. You’ve also recently clobbered the fitness market with the same incredibly unique and on water. You’ve also recently clobbered the fitness market with the same incredibly unique and
genuinely valuable product (in contrast with the garbage that generally saturates this market), with a very genuinely valuable product (in contrast with the garbage that generally saturates this market), with a very
well conceived infomercial that has successfully altered the way a significant segment of the market well conceived infomercial that has successfully altered the way a significant segment of the market
perceives and understands fitness. You guys have taken a long and laborious road to get where you’re at perceives and understands fitness. You guys have taken a long and laborious road to get where you’re at
now, building an impeccable name and reputation along the way. In a world full of quick buck artists and now, building an impeccable name and reputation along the way. In a world full of quick buck artists and
outright liars, your company and products are synonymous with the truth and ethical character. outright liars, your company and products are synonymous with the truth and ethical character.
These positive attributes are well deserved and provide the first layer of the foundation of a truly These positive attributes are well deserved and provide the first layer of the foundation of a truly
successful business with long-term staying power and security for the owners, staff and customers. You successful business with long-term staying power and security for the owners, staff and customers. You
are to be congratulated for all your hard work and tenacity. As a result, you have built and own a variety are to be congratulated for all your hard work and tenacity. As a result, you have built and own a variety
of valuable assets ranging from obvious things on a balance sheet like cash, accounts receivable, of valuable assets ranging from obvious things on a balance sheet like cash, accounts receivable,
equipment, real estate, etc. (which we refer to as first tier assets)...to not so easily identifiable and equipment, real estate, etc. (which we refer to as first tier assets)...to not so easily identifiable and
quantifiable assets such as your medical customers and their patients, end user customers of your quantifiable assets such as your medical customers and their patients, end user customers of your
products, distribution channels in direct marketing and retail, and your good name and reputation. (Which products, distribution channels in direct marketing and retail, and your good name and reputation. (Which
we identify as hidden tier assets.) we identify as hidden tier assets.)
As is the case with all of the clients we work with, it’s this hidden tier of more unformed, under- As is the case with all of the clients we work with, it’s this hidden tier of more unformed, under-
exploited, or mysterious assets that we specialize in by showing you how to transform them from exploited, or mysterious assets that we specialize in by showing you how to transform them from
hypothetical desires...into cold hard assets of the first tier! It will be critical to take either completely or hypothetical desires...into cold hard assets of the first tier! It will be critical to take either completely or
partially neglected hidden assets, or other hidden assets that have been paid attention to, but whose true partially neglected hidden assets, or other hidden assets that have been paid attention to, but whose true
potential has not yet been fully tapped...and begin digging to extract the gold. This should be potential has not yet been fully tapped...and begin digging to extract the gold. This should be
accomplished in a scientific, step-by-step focused, yet forward motion oriented analysis and testing accomplished in a scientific, step-by-step focused, yet forward motion oriented analysis and testing
process. We will need to establish exactly which hidden assets should be dug into, and how they should process. We will need to establish exactly which hidden assets should be dug into, and how they should
be mined for the gold that lies within. This project must be entered into by prioritizing which assets get hit be mined for the gold that lies within. This project must be entered into by prioritizing which assets get hit
first, with priority being defined as the areas with the most likelihood of success. Then, as time moves on, first, with priority being defined as the areas with the most likelihood of success. Then, as time moves on,
additional efforts can be added as the results and final tests from initial attempts are turned into full-blown additional efforts can be added as the results and final tests from initial attempts are turned into full-blown
rollouts if successful, or dumped in the can if accurate measurement shows unacceptable results. rollouts if successful, or dumped in the can if accurate measurement shows unacceptable results.
There are two crucial activities that must be done preceding the attempts at maximization of these There are two crucial activities that must be done preceding the attempts at maximization of these
hidden assets. First, they have to be identified, which isn’t always easy or obvious, especially from inside hidden assets. First, they have to be identified, which isn’t always easy or obvious, especially from inside
the company, or from more traditional advertising/marketing/public relations’ consultants or agencies. the company, or from more traditional advertising/marketing/public relations’ consultants or agencies.
The reason these assets are sometimes difficult to spot in the first place is that they often have been The reason these assets are sometimes difficult to spot in the first place is that they often have been
Page 102 Page 102

relegated to an inferior position in the hierarchy of notable assets on a balance sheet. Since they aren’t as relegated to an inferior position in the hierarchy of notable assets on a balance sheet. Since they aren’t as
apparent as cash, or securities, and virtually no advanced business schools (actually none that we’re apparent as cash, or securities, and virtually no advanced business schools (actually none that we’re
familiar with) know how to teach this little known science of identifying dormant volcanoes on the familiar with) know how to teach this little known science of identifying dormant volcanoes on the
balance sheet that need to have the cone removed for controlled eruptions...the balance sheet that need to have the cone removed for controlled eruptions...the
advertising/marketing/public relations pros either don’t know they exist, or if they do know of these advertising/marketing/public relations pros either don’t know they exist, or if they do know of these
assets, haven’t a clue how to find the keys necessary to open the locks of the vault. assets, haven’t a clue how to find the keys necessary to open the locks of the vault.
Second, any of these hidden assets that are recognized as being something to consider, aren’t even Second, any of these hidden assets that are recognized as being something to consider, aren’t even
on a balance sheet either out of a conscious recognition that they don’t “belong” under Generally on a balance sheet either out of a conscious recognition that they don’t “belong” under Generally
Accepted Accounting Principles, and/or no one knows how to quantify or exploit them...so they stay off Accepted Accounting Principles, and/or no one knows how to quantify or exploit them...so they stay off
the financial statements, and hence, stay out of the forefront of the minds of top management. the financial statements, and hence, stay out of the forefront of the minds of top management.
It is this hidden layer of assets every business, no matter how mature or brand new, needs to build It is this hidden layer of assets every business, no matter how mature or brand new, needs to build
into tangible results, and create additional first tier assets, if it is to be able to accomplish the goals of into tangible results, and create additional first tier assets, if it is to be able to accomplish the goals of
maximum safety and stability. An automatic, systematic marketing machine that ethically exploits these maximum safety and stability. An automatic, systematic marketing machine that ethically exploits these
hidden gold mines gives you so much more from what you already have, virtually assuring you always hidden gold mines gives you so much more from what you already have, virtually assuring you always
being able to weather any storm, to withstand an expected or surprise change to front-end marketing...and being able to weather any storm, to withstand an expected or surprise change to front-end marketing...and
realize a more steady, dependable and predictable flow of income and profits. And, if done correctly, will realize a more steady, dependable and predictable flow of income and profits. And, if done correctly, will
incorporate auto pilot systemization, with a deep understanding of human psychology. These two incorporate auto pilot systemization, with a deep understanding of human psychology. These two
elements must be incorporated into all these mining activities. If positive results occur from these new elements must be incorporated into all these mining activities. If positive results occur from these new
efforts, they will be quickly turned into tangible first tier assets...because they were designed with either efforts, they will be quickly turned into tangible first tier assets...because they were designed with either
fully or semi-automatic systems that already flow with human nature from the outset! This sophisticated fully or semi-automatic systems that already flow with human nature from the outset! This sophisticated
yet simple design strategy makes the mining process follow the path of least resistance, and allows mining yet simple design strategy makes the mining process follow the path of least resistance, and allows mining
to be as minimally labor intensive as possible to keep it going. Even when you aren’t there, 24 hours a to be as minimally labor intensive as possible to keep it going. Even when you aren’t there, 24 hours a
day, 365 days a year, in any kind of economic conditions or competitive pressures! day, 365 days a year, in any kind of economic conditions or competitive pressures!
While the more apparent advantages of making more money and additional profits easily without While the more apparent advantages of making more money and additional profits easily without
manual labor, are self-evident...the less visible benefits of safety, stability and longevity will be built into manual labor, are self-evident...the less visible benefits of safety, stability and longevity will be built into
your foundations and become a solid bedrock that will be virtually indestructible. This solid and your foundations and become a solid bedrock that will be virtually indestructible. This solid and
predictable infrastructure is the ultimate one can achieve in business, and very seldom becomes reality. predictable infrastructure is the ultimate one can achieve in business, and very seldom becomes reality.
You guys have the opportunity to build such an unshakable business by simply redeploying some energy, You guys have the opportunity to build such an unshakable business by simply redeploying some energy,
capital and knowledge into converting the hidden tier assets into first tier assets! In fact, it is our opinion capital and knowledge into converting the hidden tier assets into first tier assets! In fact, it is our opinion
that it isn’t stretching too far to say that your hidden tier assets could prove to be more profitable than the that it isn’t stretching too far to say that your hidden tier assets could prove to be more profitable than the
existing structure’s profits! You truly do have a dormant volcano, waiting to explode! existing structure’s profits! You truly do have a dormant volcano, waiting to explode!
OK. On to some specific comments. OK. On to some specific comments.
In the medical market, your success to date has been accomplished with a conventional (what we In the medical market, your success to date has been accomplished with a conventional (what we
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call “professional”) orientation to the market and marketing processes. In the consumer market, by call “professional”) orientation to the market and marketing processes. In the consumer market, by
contrast, you have succeeded with a pure emotionally driven effort that we would characterize as an contrast, you have succeeded with a pure emotionally driven effort that we would characterize as an
Emotional Direct Response Marketing attack. Emotional Direct Response Marketing attack.
We’re of the opinion that if you expand Emotional Direct Response philosophy and turn it into a We’re of the opinion that if you expand Emotional Direct Response philosophy and turn it into a
system applying it to the medical market, you’ll not only (1) increase your penetration, but you will also, system applying it to the medical market, you’ll not only (1) increase your penetration, but you will also,
(2) be able to turn existing PT’s who love the Health Rejuvenator into pro-active promoters of the unit. (2) be able to turn existing PT’s who love the Health Rejuvenator into pro-active promoters of the unit.
We’ll discuss the problems you’ve had in this regard, and the potential solutions in a bit. We’ll discuss the problems you’ve had in this regard, and the potential solutions in a bit.
We also think that if you enter into a deeper level of psychological connection through an We also think that if you enter into a deeper level of psychological connection through an
Emotional Direct Response communication system with your consumer market, that you can (1) turn Emotional Direct Response communication system with your consumer market, that you can (1) turn
existing Health Rejuvenator clients into lifelong customers who will buy all kinds of health/fitness related existing Health Rejuvenator clients into lifelong customers who will buy all kinds of health/fitness related
products/services from 5-STAR/HR, and (2) turn a significant percentage of the interested callers who products/services from 5-STAR/HR, and (2) turn a significant percentage of the interested callers who
have not yet purchased the Health Rejuvenator, into buyers, and eventually lifelong customers who will have not yet purchased the Health Rejuvenator, into buyers, and eventually lifelong customers who will
also buy all kinds of health/fitness related products/services from 5-STAR/HR. (And possibly buy also buy all kinds of health/fitness related products/services from 5-STAR/HR. (And possibly buy
indirectly related items, or totally non-related things as well! You’d be amazed at how a loyal customer indirectly related items, or totally non-related things as well! You’d be amazed at how a loyal customer
base can be utilized to buy things you might not think they would at first blush!) base can be utilized to buy things you might not think they would at first blush!)
One final general observation is that we think the Health Rejuvenator concept is so far reaching, One final general observation is that we think the Health Rejuvenator concept is so far reaching,
with so many possibilities for so many different markets...that to capitalize on all its possibilities, systems with so many possibilities for so many different markets...that to capitalize on all its possibilities, systems
have to be developed so that each part of the project reaches some semblance of “automatic pilot.” This have to be developed so that each part of the project reaches some semblance of “automatic pilot.” This
way, you’ll have the time to efficiently move on to address the next piece of the puzzle. As good as the way, you’ll have the time to efficiently move on to address the next piece of the puzzle. As good as the
Heath Rejuvenator concept is, and as dedicated and persistent as you guys are, you’re still both human Heath Rejuvenator concept is, and as dedicated and persistent as you guys are, you’re still both human
and you still have only 24 hours in your day to do the things that need doing. and you still have only 24 hours in your day to do the things that need doing.
With that said, we feel the “How do you eat an elephant” joke applies here. (One bite at a time, of With that said, we feel the “How do you eat an elephant” joke applies here. (One bite at a time, of
course.) Once choices are made from the options available and presented, a small number of efforts will course.) Once choices are made from the options available and presented, a small number of efforts will
be identified and prioritized. This priority ranking will allow implementation of the first item, by creating be identified and prioritized. This priority ranking will allow implementation of the first item, by creating
the model and projections, design and finish the materials necessary, testing small, and measuring the test the model and projections, design and finish the materials necessary, testing small, and measuring the test
results against projections and determine whether the efforts are excellent, show life - but need tweaking, results against projections and determine whether the efforts are excellent, show life - but need tweaking,
or are junk. Any positive test results will be further tested by carefully expanding the tests until such a or are junk. Any positive test results will be further tested by carefully expanding the tests until such a
time that a full rollout is indicated and safe. As this process occurs with the first chosen priority, we can time that a full rollout is indicated and safe. As this process occurs with the first chosen priority, we can
subsequently begin the second effort the same way, and so on. This way, we can expand slowly, prudently subsequently begin the second effort the same way, and so on. This way, we can expand slowly, prudently
and intelligently...yet aggressively pursue this mining process without taxing your resources or putting and intelligently...yet aggressively pursue this mining process without taxing your resources or putting
unnecessary pressure on you or your staff! unnecessary pressure on you or your staff!
II. Strengths II. Strengths
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You’ve opened the door to the medical and consumer markets with a fitness/rehab concept that is You’ve opened the door to the medical and consumer markets with a fitness/rehab concept that is
so far superior to any others that it may be impossible to improve it much (kind of like Vern’s putter). As so far superior to any others that it may be impossible to improve it much (kind of like Vern’s putter). As
a result, your credibility and integrity is unquestionable in a market that’s overflowing with charlatans and a result, your credibility and integrity is unquestionable in a market that’s overflowing with charlatans and
socio-paths. socio-paths.
You have a great infomercial (actually 2) with two great celebrities who are now so strongly You have a great infomercial (actually 2) with two great celebrities who are now so strongly
affiliated with the Health Rejuvenator that in the consumer market, it’s almost impossible to talk about the affiliated with the Health Rejuvenator that in the consumer market, it’s almost impossible to talk about the
concept without referring to Arnold and Pamela in the same breath. The bottom line here is of course that concept without referring to Arnold and Pamela in the same breath. The bottom line here is of course that
despite the currently weak infomercial market, this effort continues to succeed due to the excellent despite the currently weak infomercial market, this effort continues to succeed due to the excellent
production and use of the celebrities. production and use of the celebrities.
It’s very apparent that the dedication and persistence of your leadership for over 20 years It’s very apparent that the dedication and persistence of your leadership for over 20 years
underscores all of the previously mentioned observations. Without the vision and unwavering efforts of underscores all of the previously mentioned observations. Without the vision and unwavering efforts of
Bill and John and the staff, none of the above would have been possible. With that leadership in place, Bill and John and the staff, none of the above would have been possible. With that leadership in place,
the future for 5-STAR/Health Rejuvenator is going to be difficult to match by anyone. the future for 5-STAR/Health Rejuvenator is going to be difficult to match by anyone.
III. Weaknesses III. Weaknesses
To talk in terms of weaknesses for two unabashed fans of the Health Rejuvenator is difficult. To talk in terms of weaknesses for two unabashed fans of the Health Rejuvenator is difficult.
However, there are some places where we think you can improve, and that we can help you, so here goes. However, there are some places where we think you can improve, and that we can help you, so here goes.
From our observations and research into your company, there is a lack of many of the structural, From our observations and research into your company, there is a lack of many of the structural,
psychological, and customer focus weaknesses we see in most companies we deal with. psychological, and customer focus weaknesses we see in most companies we deal with.
We think you can improve on developing the “Lifetime Value Of A Customer” concept in both the We think you can improve on developing the “Lifetime Value Of A Customer” concept in both the
medical and the consumer markets, or any new markets you enter such as the proposed business medical and the consumer markets, or any new markets you enter such as the proposed business
opportunity for personal trainers. To date, you’ve been so busy with front-end successes that the back-end opportunity for personal trainers. To date, you’ve been so busy with front-end successes that the back-end
potential has been somewhat overlooked in some cases, or attempts made have met with less than potential has been somewhat overlooked in some cases, or attempts made have met with less than
satisfactory results. For example, you have attempted to get PT’s to “refer” buyers from their patient satisfactory results. For example, you have attempted to get PT’s to “refer” buyers from their patient
bases, but these efforts have not met with unabashed success. We think we know why you have missed bases, but these efforts have not met with unabashed success. We think we know why you have missed
the mark, and know what to do about it, as we will explain in the next section. So the question of “how to the mark, and know what to do about it, as we will explain in the next section. So the question of “how to
motivate the PT who loves the Health Rejuvenator, but who doesn’t want to look like a salesperson” has motivate the PT who loves the Health Rejuvenator, but who doesn’t want to look like a salesperson” has
proven to be a mystery so far. This is a hole in your armor that we feel we can help you to patch up very proven to be a mystery so far. This is a hole in your armor that we feel we can help you to patch up very
successfully. successfully.
We think that the lack of incorporating the “Lifetime Value Of A Customer” philosophy as a core We think that the lack of incorporating the “Lifetime Value Of A Customer” philosophy as a core
and central focus is a big weakness that is fortunately easy to fix. In the following Action Plan, we will and central focus is a big weakness that is fortunately easy to fix. In the following Action Plan, we will
suggest many specific ways to change the company from a more front-end entity, to one that squeezes the suggest many specific ways to change the company from a more front-end entity, to one that squeezes the
total juice out of each lemon on the plate! total juice out of each lemon on the plate!
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We also think one of your strengths can actually be one of your weaknesses. As we’ve said We also think one of your strengths can actually be one of your weaknesses. As we’ve said
previously, the Health Rejuvenator concept is so versatile and has so many legitimate applications that it’s previously, the Health Rejuvenator concept is so versatile and has so many legitimate applications that it’s
been somewhat difficult to focus in on specific priorities. And if nothing else, this process can help to been somewhat difficult to focus in on specific priorities. And if nothing else, this process can help to
generate the creative brainstorming that will help you guys to determine where you should be spending generate the creative brainstorming that will help you guys to determine where you should be spending
your time and resources to get the most bang for your buck. your time and resources to get the most bang for your buck.
The Health Rejuvenator concept is so incredibly unique, yet your literature (except the The Health Rejuvenator concept is so incredibly unique, yet your literature (except the
infomercial) is so very conventional, that you come in the door looking and sounding like everyone else infomercial) is so very conventional, that you come in the door looking and sounding like everyone else
in the market. We’re of the opinion that your conventional (“professional”) look can be a big detriment to in the market. We’re of the opinion that your conventional (“professional”) look can be a big detriment to
success, and can be significantly improved upon. Many of your materials are on the clinical (dry to success, and can be significantly improved upon. Many of your materials are on the clinical (dry to
boring) side of the spectrum. What we mean by this is that the copy is typically short, and “to the point”, boring) side of the spectrum. What we mean by this is that the copy is typically short, and “to the point”,
without much, if any, emotional connection being made. without much, if any, emotional connection being made.
(We won’t go into a long speech about the argument of long copy vs. short copy, but we can tell (We won’t go into a long speech about the argument of long copy vs. short copy, but we can tell
you that in zillions of trials and tests throughout the 20th Century, all other things being equal, long, non- you that in zillions of trials and tests throughout the 20th Century, all other things being equal, long, non-
boring, emotionally laden copy virtually always out-pulls short, sterile and “to the point” copy by boring, emotionally laden copy virtually always out-pulls short, sterile and “to the point” copy by
magnitudes of as much as 20 times better! Our own experience with this goes back almost 10 years and magnitudes of as much as 20 times better! Our own experience with this goes back almost 10 years and
millions of dollars in sales later, and have never found the shorter, plain copy to ever even come close to millions of dollars in sales later, and have never found the shorter, plain copy to ever even come close to
true emotional copy being as long as it has to be to get the message and empathy across. Your infomercial true emotional copy being as long as it has to be to get the message and empathy across. Your infomercial
is the perfect example of this. If you tried to do that same message in 2 minutes vs. 28-1/2, how many is the perfect example of this. If you tried to do that same message in 2 minutes vs. 28-1/2, how many
Health Rejuvenators would be sold through TV compared to your astounding success? Not near as many, Health Rejuvenators would be sold through TV compared to your astounding success? Not near as many,
and that’s not an opinion, it’s a fact. Long copy, when done correctly, always beats short copy!) and that’s not an opinion, it’s a fact. Long copy, when done correctly, always beats short copy!)
The language is very feature oriented, and even when expressing benefits is stilted and “clinical”, The language is very feature oriented, and even when expressing benefits is stilted and “clinical”,
and headlines are either non-existent, or if present, often the name of the company or product. (For and headlines are either non-existent, or if present, often the name of the company or product. (For
example, “Hyperactive Ab Training” on one of your pieces, is the name of the thing. It doesn’t example, “Hyperactive Ab Training” on one of your pieces, is the name of the thing. It doesn’t
communicate any benefit, or give me, the prospect, a reason to attract my attention.) Some names and communicate any benefit, or give me, the prospect, a reason to attract my attention.) Some names and
titles are either boring, confusing, or actually negative! titles are either boring, confusing, or actually negative!
Names, titles and headlines are so important that they can often make or break an effort, in and of Names, titles and headlines are so important that they can often make or break an effort, in and of
themselves! We talked about the “Thigh Master”, and then joked about the “Ab Developer.” We thought themselves! We talked about the “Thigh Master”, and then joked about the “Ab Developer.” We thought
the “Auto-Cane” was a type of walker or cane for older folks. (On the contrary, the name “Health the “Auto-Cane” was a type of walker or cane for older folks. (On the contrary, the name “Health
Rejuvenator” is truly outstanding, and has worked fabulously well! It’s a perfect demonstration of a great Rejuvenator” is truly outstanding, and has worked fabulously well! It’s a perfect demonstration of a great
name at work.) This whole area needs to be reviewed and explored for changes to be tested. (Yes, you can name at work.) This whole area needs to be reviewed and explored for changes to be tested. (Yes, you can
test names as well as campaigns.) test names as well as campaigns.)
Many pieces have expensive photography and graphic design, and are printed on expensive stock. Many pieces have expensive photography and graphic design, and are printed on expensive stock.
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All this may look and feel right to you guys, because it’s what you’ve always done, and what other stuff All this may look and feel right to you guys, because it’s what you’ve always done, and what other stuff
in your industry looks and sounds and feels like. Besides being possibly overly expensive to create, in your industry looks and sounds and feels like. Besides being possibly overly expensive to create,
produce and deliver...it will not get the kind of results you desire. produce and deliver...it will not get the kind of results you desire.
The real secret to advertising materials that work is simple: If you talk to the prospect about what The real secret to advertising materials that work is simple: If you talk to the prospect about what
HE WANTS, in a way that HE RELATES TO, giving him the feeling of deep EMPATHY for his plight, HE WANTS, in a way that HE RELATES TO, giving him the feeling of deep EMPATHY for his plight,
and provide the perception that you have the solution to the problem(s) HE PERCEIVES he has, and provide the perception that you have the solution to the problem(s) HE PERCEIVES he has,
providing him the BENEFITS he’s looking for...you have a chance. (Please excuse the sexist way this is providing him the BENEFITS he’s looking for...you have a chance. (Please excuse the sexist way this is
stated, but we didn’t want to put he/she everywhere, so we chose the male gender at random.) stated, but we didn’t want to put he/she everywhere, so we chose the male gender at random.)
See, the basic fundamental formula for getting maximum response from marketing copy is to: See, the basic fundamental formula for getting maximum response from marketing copy is to:
1. Get their attention. 2. Tell them why they should continue to pay attention. What’s in it for them? 1. Get their attention. 2. Tell them why they should continue to pay attention. What’s in it for them?
3. Provide reasons why they should want to take action NOW. Many of your materials are more like a 3. Provide reasons why they should want to take action NOW. Many of your materials are more like a
menu, a list, without any communication of empathy, the most powerful attracting emotion there is. menu, a list, without any communication of empathy, the most powerful attracting emotion there is.
People are naturally attracted to people (companies) who understand EXACTLY how they perceive their People are naturally attracted to people (companies) who understand EXACTLY how they perceive their
life and problems to be. And empathy can only come from a deep psychological connection being made at life and problems to be. And empathy can only come from a deep psychological connection being made at
a subconscious level. Where the prospect/customer feels that this person (company) knows EXACTLY a subconscious level. Where the prospect/customer feels that this person (company) knows EXACTLY
what he is going through, that you have walked a mile in his shoes, and understand his deepest fears and what he is going through, that you have walked a mile in his shoes, and understand his deepest fears and
desires. Now, you cannot say, “I empathize with you”, and expect people to perceive true empathy. desires. Now, you cannot say, “I empathize with you”, and expect people to perceive true empathy.
Rather, the language, stories, headlines, names, titles, offers, etc. relay empathy by how they Rather, the language, stories, headlines, names, titles, offers, etc. relay empathy by how they
communicate. communicate.
Another aspect of empathy is that people want to do business with a person, as opposed to a Another aspect of empathy is that people want to do business with a person, as opposed to a
company. While Bill, in particular, has made a big splash on TV, the customers don’t feel like they are company. While Bill, in particular, has made a big splash on TV, the customers don’t feel like they are
doing business with Bill, in our opinion. The use of Arnold and Pamela helps in this regard because of doing business with Bill, in our opinion. The use of Arnold and Pamela helps in this regard because of
their celebrity status, and the fact that everyone knows your product and company as the “one that has their celebrity status, and the fact that everyone knows your product and company as the “one that has
Arnold and Pamela” is very good. But, the ongoing relationship in the prospect/customer’s mind doesn’t Arnold and Pamela” is very good. But, the ongoing relationship in the prospect/customer’s mind doesn’t
exist beyond that. Your business will increase dramatically when the customers really perceive they are exist beyond that. Your business will increase dramatically when the customers really perceive they are
doing business with either Bill/John and/or Arnold/Pamela! With little to no effort on their part (or yours), doing business with either Bill/John and/or Arnold/Pamela! With little to no effort on their part (or yours),
a regular relationship between your customers and you guys, or Arnold/Pamela could easily be created a regular relationship between your customers and you guys, or Arnold/Pamela could easily be created
that would lead to the development of a strong backend benefiting 5-STAR/HR as well as Arnold and that would lead to the development of a strong backend benefiting 5-STAR/HR as well as Arnold and
Pamela, not to mention Republic Broadcast! Pamela, not to mention Republic Broadcast!
As you’ll see in a minute, we would NEVER recommend anything “unprofessional” if you use the As you’ll see in a minute, we would NEVER recommend anything “unprofessional” if you use the
term to mean anything unethical, sleazy, misleading or otherwise objectionable. However, with that said, term to mean anything unethical, sleazy, misleading or otherwise objectionable. However, with that said,
we will be recommending you incorporate a more down to earth, Emotional Direct Response way of we will be recommending you incorporate a more down to earth, Emotional Direct Response way of
communicating to prospects and customers alike. The advantages of this approach are many, which communicating to prospects and customers alike. The advantages of this approach are many, which
include but are not limited to: include but are not limited to:
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Higher response rates! Higher response rates!
Lower costs of production! Lower costs of production!
Lower cost of delivery! Lower cost of delivery!
Establishing a much closer psychological bond with customers, which leads to a much higher Lifetime Establishing a much closer psychological bond with customers, which leads to a much higher Lifetime
Customer Value! Customer Value!
Better, quicker and more impactful development of the most coveted position of “Top Of Better, quicker and more impactful development of the most coveted position of “Top Of
Consciousness” in the fitness marketplace! (Meaning that Consciousness” in the fitness marketplace! (Meaning that
your company and products become your company and products become
SYNONYMOUS with fitness! Which is many magnitudes of SYNONYMOUS with fitness! Which is many magnitudes of
success higher than simple “name success higher than simple “name
recognition”.) recognition”.)
Another problem spot is your database systems. You have your market segmented into the two Another problem spot is your database systems. You have your market segmented into the two
large categories of medical/PT and consumer divisions. However we think you would benefit large categories of medical/PT and consumer divisions. However we think you would benefit
significantly from segmenting the consumer portion even further. Women want to know a woman gets significantly from segmenting the consumer portion even further. Women want to know a woman gets
fit, feels younger, and looks sexy. And men want to know how a man gets fit, feels younger, and looks fit, feels younger, and looks sexy. And men want to know how a man gets fit, feels younger, and looks
sexy. Also baby boomers are likely to respond to a different message than generation X’ers, etc. Income, sexy. Also baby boomers are likely to respond to a different message than generation X’ers, etc. Income,
net worth, and other financial criteria are important elements to understand. So are the purchasing habits net worth, and other financial criteria are important elements to understand. So are the purchasing habits
of both different groups, as well as those of individual customers. We’ll be discussing this in more detail of both different groups, as well as those of individual customers. We’ll be discussing this in more detail
in a bit. in a bit.
Because of the conventional orientation to the marketing, your sales people aren’t spending Because of the conventional orientation to the marketing, your sales people aren’t spending
anywhere near enough “quality time” with clients who are: anywhere near enough “quality time” with clients who are:
Pre-qualified. Pre-qualified.
Pre-interested. Pre-interested.
Pre-motivated. Pre-motivated.
Already Pre-disposed to buy the Health Rejuvenator or other related products. Already Pre-disposed to buy the Health Rejuvenator or other related products.
With the proper dose of emotionally packed, Direct Response marketing, they will be spending With the proper dose of emotionally packed, Direct Response marketing, they will be spending
virtually all their time with such customers. There is no bigger waste of your staff’s time than to be virtually all their time with such customers. There is no bigger waste of your staff’s time than to be
talking to anyone who doesn’t meet as many of the above-mentioned four characteristics possible talking to anyone who doesn’t meet as many of the above-mentioned four characteristics possible
(hopefully all four) before they call in! The only way to assure this state of Nirvana can be reached is to (hopefully all four) before they call in! The only way to assure this state of Nirvana can be reached is to
implement automated Emotional Direct Response Marketing systems that deliver these types of highly implement automated Emotional Direct Response Marketing systems that deliver these types of highly
desired prospects into the sales force! Since your business can attract all kinds of prospects, why not set it desired prospects into the sales force! Since your business can attract all kinds of prospects, why not set it
up so that your automated marketing EXCLUDES those whom you don’t want, and only INCLUDES up so that your automated marketing EXCLUDES those whom you don’t want, and only INCLUDES
those you do want! There is a law of the universe that states, “when EVERYONE is your customer...NO those you do want! There is a law of the universe that states, “when EVERYONE is your customer...NO
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ONE is your customer!” It’s much better and more efficient to let the people who ARE high probability ONE is your customer!” It’s much better and more efficient to let the people who ARE high probability
candidates raise their hands and express an interest, and to ignore everyone else until they switch from candidates raise their hands and express an interest, and to ignore everyone else until they switch from
being uninterested to becoming interested for some reason. This target marketing is crucial to assure being uninterested to becoming interested for some reason. This target marketing is crucial to assure
maximum leverage with your time, talent and money! maximum leverage with your time, talent and money!
Another area of trouble is the lack of SEQUENCED Emotional Direct Response Marketing. By Another area of trouble is the lack of SEQUENCED Emotional Direct Response Marketing. By
this, we mean that once a prospect enters your funnel, or once a customer buys something, or once a PT this, we mean that once a prospect enters your funnel, or once a customer buys something, or once a PT
refers someone in to you, or whatever happens to get someone in the “loop”, it should be a federal crime refers someone in to you, or whatever happens to get someone in the “loop”, it should be a federal crime
not to relentlessly follow up with them through any one or more media such as direct mail, tapes, not to relentlessly follow up with them through any one or more media such as direct mail, tapes,
telemarketing, e-mail, or whatever. This follow up should be tested carefully, and measured as to when a telemarketing, e-mail, or whatever. This follow up should be tested carefully, and measured as to when a
step in the sequence no longer pays for itself, which is, by definition, the last step in the sequence. We step in the sequence no longer pays for itself, which is, by definition, the last step in the sequence. We
have seen sequenced systems go into 15 or more “steps” before they stopped paying for themselves. Most have seen sequenced systems go into 15 or more “steps” before they stopped paying for themselves. Most
businesses, including yours, follow up not at all...or if they do, maybe once or twice, and let it go at that. businesses, including yours, follow up not at all...or if they do, maybe once or twice, and let it go at that.
This plan, in our opinion (which is based on years of experience), leaves half or more of the total This plan, in our opinion (which is based on years of experience), leaves half or more of the total
available money from prospects and customers in their wallet...instead of yours! (It also prevents you available money from prospects and customers in their wallet...instead of yours! (It also prevents you
from delivering the highest level of value and benefits you’re capable of!) from delivering the highest level of value and benefits you’re capable of!)
The basic premise of all of our systems is that once someone has raised their hand, they are The basic premise of all of our systems is that once someone has raised their hand, they are
expressing an interest, but they are most likely “interested but not ready” for whatever reason. If you expressing an interest, but they are most likely “interested but not ready” for whatever reason. If you
accept the philosophy that for marketing to work, an analogy of the formula has to be in place is that you accept the philosophy that for marketing to work, an analogy of the formula has to be in place is that you
need: The right audience, hearing the right music at the right time! So if you have found the right need: The right audience, hearing the right music at the right time! So if you have found the right
audience, and you play the right music, the only variable left is the whole key...THE RIGHT TIME! See, audience, and you play the right music, the only variable left is the whole key...THE RIGHT TIME! See,
you cannot mistake their expressing initial interest for their desire to give you a credit card number. you cannot mistake their expressing initial interest for their desire to give you a credit card number.
Common sense tells you that people who have interests, even very powerful interests, would act if the Common sense tells you that people who have interests, even very powerful interests, would act if the
TIME IS RIGHT! They may be broke for now, tied up in other things, distracted, doing something else TIME IS RIGHT! They may be broke for now, tied up in other things, distracted, doing something else
they can’t get out of yet, or any infinite number of reasons/excuses why they aren’t going to convert right they can’t get out of yet, or any infinite number of reasons/excuses why they aren’t going to convert right
at the moment. So, if they are good candidates, but aren’t ready now, how do we know when they switch at the moment. So, if they are good candidates, but aren’t ready now, how do we know when they switch
from “interested but not ready” to “interested and here’s my credit card number”? from “interested but not ready” to “interested and here’s my credit card number”?
The answer is, you don’t know. You can never know. But, you can stay in their face with The answer is, you don’t know. You can never know. But, you can stay in their face with
Emotional Direct Response type materials/efforts as opposed to clinical (boring or dry) materials, which Emotional Direct Response type materials/efforts as opposed to clinical (boring or dry) materials, which
are better than doing nothing, but nowhere near as effective as true Emotional Response materials...and are better than doing nothing, but nowhere near as effective as true Emotional Response materials...and
hopefully show up right at or very near the time they switch. If you ignore them for any length of time, hopefully show up right at or very near the time they switch. If you ignore them for any length of time,
and are not in their face when they switch modes, whomever they have easiest access to in the fitness and are not in their face when they switch modes, whomever they have easiest access to in the fitness
category at that time when they are ready, will get the business, not 5-STAR/HR. This is one of the most category at that time when they are ready, will get the business, not 5-STAR/HR. This is one of the most
overlooked and ignored basic marketing fundamentals, yet one that once explained and implemented, overlooked and ignored basic marketing fundamentals, yet one that once explained and implemented,
always blows people away with its effectiveness, simplicity, accountability and success! always blows people away with its effectiveness, simplicity, accountability and success!
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Testimonials, endorsements and “Before/After” examples are very powerful motivators, and while Testimonials, endorsements and “Before/After” examples are very powerful motivators, and while
occasionally seen in your promotions, need to be beefed up and displayed lots more. You’ve seen how the occasionally seen in your promotions, need to be beefed up and displayed lots more. You’ve seen how the
endorsements from Arnold/Pamela, and the testimonials on the show have made such an impact on your endorsements from Arnold/Pamela, and the testimonials on the show have made such an impact on your
infomercial. The reason that testimonials, endorsements and before/afters are so powerfully persuasive is infomercial. The reason that testimonials, endorsements and before/afters are so powerfully persuasive is
that they provide two of the most important elements of human behavior in terms of persuasion: (1) Social that they provide two of the most important elements of human behavior in terms of persuasion: (1) Social
proof, and (2) Believability. See, it’s a fact of human nature that people will “follow the leader”, and don’t proof, and (2) Believability. See, it’s a fact of human nature that people will “follow the leader”, and don’t
want to be the only one doing whatever. There’s safety in a crowd. Social proof is incredibly important to want to be the only one doing whatever. There’s safety in a crowd. Social proof is incredibly important to
overcome skepticism or other barriers to selling. However, merely saying something like, “used in over overcome skepticism or other barriers to selling. However, merely saying something like, “used in over
3,500 clinics and hospitals”, or “benefiting over 1,000,000 patients per year”, doesn’t mean anything to 3,500 clinics and hospitals”, or “benefiting over 1,000,000 patients per year”, doesn’t mean anything to
people, since such big number bragging is so common in all advertising, and so general and vague, that it people, since such big number bragging is so common in all advertising, and so general and vague, that it
loses any possible punch to convince people. Also, referring to famous people or organizations like, loses any possible punch to convince people. Also, referring to famous people or organizations like,
“Texas Rangers don’t leave home without their Health Rejuvenator”, or the references to the trainer for “Texas Rangers don’t leave home without their Health Rejuvenator”, or the references to the trainer for
the White Sox, and Michael Jordan, and so forth, are better than not having them, but still aren’t the same the White Sox, and Michael Jordan, and so forth, are better than not having them, but still aren’t the same
as the actual endorsement like you have on the infomercial with Bonnie Blair. Which leads to the second as the actual endorsement like you have on the infomercial with Bonnie Blair. Which leads to the second
point, believability. People misunderstand “believability”, and often confuse it with “credibility.” See, point, believability. People misunderstand “believability”, and often confuse it with “credibility.” See,
credibility can be present, like when you refer to the famous people and all your users, but still not be credibility can be present, like when you refer to the famous people and all your users, but still not be
believable. Credibility is obviously important, but it only establishes that you guys know what you’re believable. Credibility is obviously important, but it only establishes that you guys know what you’re
talking about. It doesn’t mean that a prospect believes that your knowledge will help him. Being talking about. It doesn’t mean that a prospect believes that your knowledge will help him. Being
believable means that you have far more power than being credible. People have to believe that you are believable means that you have far more power than being credible. People have to believe that you are
telling the truth...for him! And gaining believability is best delivered initially from PROOF that the telling the truth...for him! And gaining believability is best delivered initially from PROOF that the
prospect believes. (For example, people see Arnold using the Health Rejuvenator on what appears to be prospect believes. (For example, people see Arnold using the Health Rejuvenator on what appears to be
the set of a movie, as he looks them in the eye and says he’s been using it for 17 years, and demonstrates the set of a movie, as he looks them in the eye and says he’s been using it for 17 years, and demonstrates
his pumping up before a scene. THAT’S PROOF, and it’s believable the way it’s presented. If Bill just his pumping up before a scene. THAT’S PROOF, and it’s believable the way it’s presented. If Bill just
told the viewers about Arnold using the HR on the set of his show, the presentation would have had 1,000 told the viewers about Arnold using the HR on the set of his show, the presentation would have had 1,000
less times the impact of viewers believing Bill!) less times the impact of viewers believing Bill!)
We’ll be going into detail and provide very specific suggestions and recommendations about how We’ll be going into detail and provide very specific suggestions and recommendations about how
to cure these weaknesses in the upcoming Action Plan. to cure these weaknesses in the upcoming Action Plan.
IV. Forecast Of Future If Changes Aren’t Implemented IV. Forecast Of Future If Changes Aren’t Implemented
Realistically speaking, at this point you guys are going to win the game. The medical market is Realistically speaking, at this point you guys are going to win the game. The medical market is
20% in the bag and growing. You’re as solid as you can be with your existing PT’s (except in motivating 20% in the bag and growing. You’re as solid as you can be with your existing PT’s (except in motivating
them to refer) and we expect all that to continue. them to refer) and we expect all that to continue.
Furthermore, you’re headed for a record consumer year with the new infomercial and the related Furthermore, you’re headed for a record consumer year with the new infomercial and the related
retail sales. But as you know, there is a shelf life for all infomercials, although this one appears to have a retail sales. But as you know, there is a shelf life for all infomercials, although this one appears to have a
longer run than most. But if you don’t take advantage of the current feeding frenzy and develop a loyal longer run than most. But if you don’t take advantage of the current feeding frenzy and develop a loyal
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backend consumer client base, the sizzle will eventually wear thin. You’ll have saturated the front-end of backend consumer client base, the sizzle will eventually wear thin. You’ll have saturated the front-end of
the market, and you could end up being last year’s fitness phenomenon...instead of the fastest growing the market, and you could end up being last year’s fitness phenomenon...instead of the fastest growing
company the fitness market has ever seen (which we all know you can and ought to be). company the fitness market has ever seen (which we all know you can and ought to be).
The only real question that’s left in our view is, “how thoroughly are you going to win this game?” The only real question that’s left in our view is, “how thoroughly are you going to win this game?”
How will you maximize the potential of the Health Rejuvenator concept and make sure that you squeeze How will you maximize the potential of the Health Rejuvenator concept and make sure that you squeeze
every drop of juice out of the lemon that we’ve talked about on previous occasions? And as you both so every drop of juice out of the lemon that we’ve talked about on previous occasions? And as you both so
appropriately reminded us recently, that’s precisely why we got together to talk a few weeks back. appropriately reminded us recently, that’s precisely why we got together to talk a few weeks back.
Finally, if things don’t change marketing wise, you run the risk of not being able to establish a Finally, if things don’t change marketing wise, you run the risk of not being able to establish a
beachhead as the FIRST and INVENTORS of a new category in the larger world of fitness. We want you beachhead as the FIRST and INVENTORS of a new category in the larger world of fitness. We want you
to be able to take the ball that is rolling NOW, and actually invent the new category and become its to be able to take the ball that is rolling NOW, and actually invent the new category and become its
forever dominant player. As we’ve discussed, if you can’t climb and claw your way to the top of an forever dominant player. As we’ve discussed, if you can’t climb and claw your way to the top of an
existing category...invent a new one that you INSTANTLY become the leader in, letting everyone else existing category...invent a new one that you INSTANTLY become the leader in, letting everyone else
take their shots and say they’re as good as or better then 5-STAR/HR! You have the means and time take their shots and say they’re as good as or better then 5-STAR/HR! You have the means and time
window open to do that now, so we want to emphasize the importance of this position, and how strongly window open to do that now, so we want to emphasize the importance of this position, and how strongly
we feel you can do this with the right marketing and psychological positioning! we feel you can do this with the right marketing and psychological positioning!
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Action Plan Action Plan
5-STAR/Health Rejuvenator 5-STAR/Health Rejuvenator
I. Goals Of The Suggested Action Plan I. Goals Of The Suggested Action Plan
1. Cost effectively test several different themes in order to scientifically determine how to best turn 1. Cost effectively test several different themes in order to scientifically determine how to best turn
existing Physical Therapists, who love the Health Rejuvenator, into enthusiastic, pro-active promoters of existing Physical Therapists, who love the Health Rejuvenator, into enthusiastic, pro-active promoters of
the unit to their patients. We think that the 4,000 units per year (an average of 1 per facility) we discussed the unit to their patients. We think that the 4,000 units per year (an average of 1 per facility) we discussed
is the absolute minimum (however still quite profitable) you should expect from this part of the plan. is the absolute minimum (however still quite profitable) you should expect from this part of the plan.
2. Capture another significant share (10%) of the Physical Therapy facilities that have not yet bought into 2. Capture another significant share (10%) of the Physical Therapy facilities that have not yet bought into
the Health Rejuvenator concept and, of course, turn a significant percentage of them into active promoters the Health Rejuvenator concept and, of course, turn a significant percentage of them into active promoters
too. too.
3. Turn existing infomercial clients into “Lifelong Customers” who make regular back-end purchases of 3. Turn existing infomercial clients into “Lifelong Customers” who make regular back-end purchases of
various other products from 5-STAR/HR. various other products from 5-STAR/HR.
4. Convert a significant (profitable) percentage of the infomercial callers who did not buy into buyers, and 4. Convert a significant (profitable) percentage of the infomercial callers who did not buy into buyers, and
again, once they’ve bought, turn a significant percentage of them into “Lifelong Customers.” again, once they’ve bought, turn a significant percentage of them into “Lifelong Customers.”
5. Develop the Personal Trainer’s Business Opportunity program to take advantage of the existing 5. Develop the Personal Trainer’s Business Opportunity program to take advantage of the existing
problems in the medical industry due to the managed care dilemma, and the continuing boom for fitness problems in the medical industry due to the managed care dilemma, and the continuing boom for fitness
training and equipment. training and equipment.
6. To turn 5-STAR/HR web page into a Direct Response device that will maximize the pulling power of 6. To turn 5-STAR/HR web page into a Direct Response device that will maximize the pulling power of
the Internet activities you’re already doing, and get this site more involved in capturing business. the Internet activities you’re already doing, and get this site more involved in capturing business.
7. To do all this in very prudent, scientifically tested, cost effective ways, adding new activities slowly 7. To do all this in very prudent, scientifically tested, cost effective ways, adding new activities slowly
and carefully...using auto-pilot systematization, leading to increased profits and maximum stability, and carefully...using auto-pilot systematization, leading to increased profits and maximum stability,
predictability and dependability, requiring minimal time or effort from you guys. predictability and dependability, requiring minimal time or effort from you guys.
II. Specific Recommendations (Including Costs) II. Specific Recommendations (Including Costs)
Medical Market Medical Market
1. Develop a sequential (monthly) Direct Response style newsletter pushing the hot buttons of the 1. Develop a sequential (monthly) Direct Response style newsletter pushing the hot buttons of the
Physical Therapists who want to avoid being perceived as salespersons. The newsletter will be the main Physical Therapists who want to avoid being perceived as salespersons. The newsletter will be the main
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engine to drive the new train that will deliver patients of the PT’s buying your products and/or any new engine to drive the new train that will deliver patients of the PT’s buying your products and/or any new
services they want you guys to put together for them. It will sell some additional equipment to existing services they want you guys to put together for them. It will sell some additional equipment to existing
facilities, but that end won’t be near as profitable as the purchases from patients. Done correctly, facilities, but that end won’t be near as profitable as the purchases from patients. Done correctly,
(meaning the content will appeal to the PT’s natural tendencies and interests, provide very useful and (meaning the content will appeal to the PT’s natural tendencies and interests, provide very useful and
relevant information and guidance, while arousing curiosity, and will be written in a down to earth, yet relevant information and guidance, while arousing curiosity, and will be written in a down to earth, yet
professionally perceived style) this will produce phone calls, faxes and e-mail requests for information professionally perceived style) this will produce phone calls, faxes and e-mail requests for information
and/or additional tools you can provide to the PT’s coming into your sales office. The newsletter, if it is to and/or additional tools you can provide to the PT’s coming into your sales office. The newsletter, if it is to
be of maximum effectiveness, must contain: success case studies, anecdotes, emotionally impacting be of maximum effectiveness, must contain: success case studies, anecdotes, emotionally impacting
human interest stories, controversial editorial commentary, take strong positions and show them you are human interest stories, controversial editorial commentary, take strong positions and show them you are
on their side and an advocate of their position, name a “PT of the Month”, editorial type cartoons, offer on their side and an advocate of their position, name a “PT of the Month”, editorial type cartoons, offer
professional challenges like contests and submission of material from readers, offer updates and news professional challenges like contests and submission of material from readers, offer updates and news
they don’t get from more traditional sources, and any other copy that creates an empathetic, mental they don’t get from more traditional sources, and any other copy that creates an empathetic, mental
linkage between the reader and the author/editor. linkage between the reader and the author/editor.
Of course, this piece should either contain or have enclosed materials to get business for 5- Of course, this piece should either contain or have enclosed materials to get business for 5-
STAR/HR, and possibly offer a phone consulting service, or fax-back answer hotline, or other interactive STAR/HR, and possibly offer a phone consulting service, or fax-back answer hotline, or other interactive
methods of getting the PT’s to contact you guys and perceive you as an objective resource for help and methods of getting the PT’s to contact you guys and perceive you as an objective resource for help and
guidance. You could incorporate a recorded message that the PT’s could listen to that gets changed every guidance. You could incorporate a recorded message that the PT’s could listen to that gets changed every
week or two, as another way for them to bond with you and change the perspective they have of you guys week or two, as another way for them to bond with you and change the perspective they have of you guys
and your company. Being perceived as helpers and facilitators of not only complete and quality and your company. Being perceived as helpers and facilitators of not only complete and quality
rehab...but as a repository of knowledge, where they can get real info and help they can’t get anywhere rehab...but as a repository of knowledge, where they can get real info and help they can’t get anywhere
else. In a short period of time, this type of newsletter/relationship will increase the efficiency of your sales else. In a short period of time, this type of newsletter/relationship will increase the efficiency of your sales
force because they will be inundated with inbound calls from people who want to know more, to place force because they will be inundated with inbound calls from people who want to know more, to place
orders and to have other interaction with the company. orders and to have other interaction with the company.
The sales people should be repositioned into counselors and business consultants, thus taking The sales people should be repositioned into counselors and business consultants, thus taking
away more of the stigma of the awful “S” word these PT’s seem to abhor so greatly. The psychological away more of the stigma of the awful “S” word these PT’s seem to abhor so greatly. The psychological
change in sales people trying to sell someone a Health Rejuvenator or other products/services vs. helpful change in sales people trying to sell someone a Health Rejuvenator or other products/services vs. helpful
counselors assisting callers to solve problems and offering various products and services you have counselors assisting callers to solve problems and offering various products and services you have
available as the means, is profound, and will make the department much more efficient. As we discussed, available as the means, is profound, and will make the department much more efficient. As we discussed,
making the phones light up with qualified people calling in, will be more efficient than trying to mix making the phones light up with qualified people calling in, will be more efficient than trying to mix
outbound calling in with people who are more suited to taking inbound calls. If you really want an outbound calling in with people who are more suited to taking inbound calls. If you really want an
outbound function, you should either set up, or job out, a dedicated outbound function, although when outbound function, you should either set up, or job out, a dedicated outbound function, although when
these inbound things are done right, outbound calling may not be indicated or desired. these inbound things are done right, outbound calling may not be indicated or desired.
Please note that we have often seen many other products and services arise out of these types of Please note that we have often seen many other products and services arise out of these types of
professional educational training newsletter relationships, such as live classes/seminars/bootcamps, professional educational training newsletter relationships, such as live classes/seminars/bootcamps,
continuing education, clearinghouse of research, tape of the month (educational and/or success stories - continuing education, clearinghouse of research, tape of the month (educational and/or success stories -
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case studies), coaching or motivational programs, referral getting programs, web site set-ups, case studies), coaching or motivational programs, referral getting programs, web site set-ups,
teleconferencing, etc., etc. There is no way to predict all the things that arise out of this type of personal teleconferencing, etc., etc. There is no way to predict all the things that arise out of this type of personal
connection, relationship type Emotional Direct Response Marketing, but all it takes is a little testing, and connection, relationship type Emotional Direct Response Marketing, but all it takes is a little testing, and
in a short time, the successful elements will surface, and can be incorporated into the long-term program. in a short time, the successful elements will surface, and can be incorporated into the long-term program.
It’s important to note that this newsletter should come from Bill and/or John, in our opinion, It’s important to note that this newsletter should come from Bill and/or John, in our opinion,
(although being ghostwritten would work, with copy approval before publication, for example) because as (although being ghostwritten would work, with copy approval before publication, for example) because as
the owners, the PT’s will start to relate to you as their ally, their confidant, trusted advisor...and hopefully the owners, the PT’s will start to relate to you as their ally, their confidant, trusted advisor...and hopefully
become a GURU in the industry that EVERYONE knows and looks at as the ultimate friend and source become a GURU in the industry that EVERYONE knows and looks at as the ultimate friend and source
of all knowledge in the universe! When you reach this status in their subconscious, that’s when the fun of all knowledge in the universe! When you reach this status in their subconscious, that’s when the fun
begins in regard to sales! (If neither of you wants to become a GURU, then we should find someone to begins in regard to sales! (If neither of you wants to become a GURU, then we should find someone to
become it, as this positioning is the highest form of connection you can make, and needs to be in place!) become it, as this positioning is the highest form of connection you can make, and needs to be in place!)
The reason you haven’t been able to get much business from the PT’s may lay in the following The reason you haven’t been able to get much business from the PT’s may lay in the following
incongruent situation. It seems to be generally accepted by you guys and your staff that many, if not most, incongruent situation. It seems to be generally accepted by you guys and your staff that many, if not most,
PT’s do not want to be perceived or feel like they are “selling” anything to patients. It appears they feel PT’s do not want to be perceived or feel like they are “selling” anything to patients. It appears they feel
this type of perception and feeling about themselves is “unprofessional” and beneath their station. this type of perception and feeling about themselves is “unprofessional” and beneath their station.
However, when reviewing all the materials you provided, we saw much of it oriented towards the However, when reviewing all the materials you provided, we saw much of it oriented towards the
“commission” or “referral fee”, or the discount a patient can get passed through, and so on. When talking “commission” or “referral fee”, or the discount a patient can get passed through, and so on. When talking
to your sales people, they told us they generally try to convince the PT that they can make extra bucks, to your sales people, they told us they generally try to convince the PT that they can make extra bucks,
and give the patient a greatly needed product for their health. Here’s where the incongruity lies. See, your and give the patient a greatly needed product for their health. Here’s where the incongruity lies. See, your
customers are telling you they clearly don’t want either to be perceived or feel like they are “selling”...yet customers are telling you they clearly don’t want either to be perceived or feel like they are “selling”...yet
the thrust of a number of your sales pitches mostly focus, either directly or indirectly, on trying to the thrust of a number of your sales pitches mostly focus, either directly or indirectly, on trying to
persuade them to “sell”, trying to convince them they should be interested in what they have already told persuade them to “sell”, trying to convince them they should be interested in what they have already told
you would make them embarrassed and uncomfortable! This cannot work beyond low-level success. Sure, you would make them embarrassed and uncomfortable! This cannot work beyond low-level success. Sure,
a few of them will do some stuff, but as you’ve experienced, the majority of them will not do much, if a few of them will do some stuff, but as you’ve experienced, the majority of them will not do much, if
anything. If you want a real breakthrough in this under-performing hidden tier asset, you are going to anything. If you want a real breakthrough in this under-performing hidden tier asset, you are going to
have to completely change the psychology of the message so that it is perceived by the PT’s to not only have to completely change the psychology of the message so that it is perceived by the PT’s to not only
not be what they detest...but to be what they crave and live for instead! not be what they detest...but to be what they crave and live for instead!
What might this be? Well, it is our belief that their top level of motivation is being perceived by What might this be? Well, it is our belief that their top level of motivation is being perceived by
patients and outside doctors as top quality, empathetic, technically competent care givers, miracle workers patients and outside doctors as top quality, empathetic, technically competent care givers, miracle workers
who succeed in putting a person’s messed up or even shattered life back together. They want and crave who succeed in putting a person’s messed up or even shattered life back together. They want and crave
recognition and acknowledgment, and desire true gratitude from grateful patients who think they are a recognition and acknowledgment, and desire true gratitude from grateful patients who think they are a
hero. They live for the day when a patient tells them, “I gotta’ tell you, you saved my life. If I couldn’t hero. They live for the day when a patient tells them, “I gotta’ tell you, you saved my life. If I couldn’t
have been able to play golf anymore, which is my only remaining passion after the divorce and the kids have been able to play golf anymore, which is my only remaining passion after the divorce and the kids
being grown and gone, I wouldn’t have felt like I had anything left. When those doctors told me I wouldn’t being grown and gone, I wouldn’t have felt like I had anything left. When those doctors told me I wouldn’t
be able to swing a club ever again, and even if there were a rehab treatment that could help, it would be be able to swing a club ever again, and even if there were a rehab treatment that could help, it would be
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too expensive to experiment with, and my HMO wouldn’t pay for it anyway, I was devastated. But you too expensive to experiment with, and my HMO wouldn’t pay for it anyway, I was devastated. But you
didn’t listen to them, or get stalled by that damn HMO’s pencil pushers, and went way above and beyond didn’t listen to them, or get stalled by that damn HMO’s pencil pushers, and went way above and beyond
the call of duty to get me back in the game. I’ll never forget what you’ve done for me. Never. I don’t know the call of duty to get me back in the game. I’ll never forget what you’ve done for me. Never. I don’t know
how I’ll ever be able to repay you for your kindness, or put my true expression of gratitude and thanks how I’ll ever be able to repay you for your kindness, or put my true expression of gratitude and thanks
into words. I really mean it. You’re the best.” into words. I really mean it. You’re the best.”
THIS...is what they want. Now think about your messages of commissions, referral fees, and THIS...is what they want. Now think about your messages of commissions, referral fees, and
pass-through savings, or your brochure that talks about this idea in a clinical and unemotional, very short pass-through savings, or your brochure that talks about this idea in a clinical and unemotional, very short
copy, brief and “to the point” oriented manner. It is our opinion that you aren’t plugging into the hot wires copy, brief and “to the point” oriented manner. It is our opinion that you aren’t plugging into the hot wires
of the PT’s heart and inner motivations that drive them, and resonate with their perceptions about of the PT’s heart and inner motivations that drive them, and resonate with their perceptions about
themselves. These connections will be necessary to get them to see you guys as the resource that gets themselves. These connections will be necessary to get them to see you guys as the resource that gets
them what THEY REALLY DO WANT, instead of WHAT YOU WANT THEM TO WANT, OR them what THEY REALLY DO WANT, instead of WHAT YOU WANT THEM TO WANT, OR
THINK THEY SHOULD WANT! THINK THEY SHOULD WANT!
We did see one small, four color, brochure-like piece titled, “Healthy & Fit System...Patients Can We did see one small, four color, brochure-like piece titled, “Healthy & Fit System...Patients Can
Continue Clinic Learned Skills At Home. Affordable, Post-Rehab Exercise That Duplicates Clinical Continue Clinic Learned Skills At Home. Affordable, Post-Rehab Exercise That Duplicates Clinical
Procedure. Making Managed Care Manageable.” The piece does discuss the concept of helping patients, Procedure. Making Managed Care Manageable.” The piece does discuss the concept of helping patients,
and bringing clinical safety home for post rehab conditioning and family fitness. It touches on the and bringing clinical safety home for post rehab conditioning and family fitness. It touches on the
managed care disaster, and covers technical descriptions of what the home unit can take care of, and so managed care disaster, and covers technical descriptions of what the home unit can take care of, and so
on. It’s apparent you have long ago realized this problem of rehab care being cut off midstream, and of on. It’s apparent you have long ago realized this problem of rehab care being cut off midstream, and of
the PT’s desire to be a helpful caregiver. This piece does discuss these issues, no question. But, the the PT’s desire to be a helpful caregiver. This piece does discuss these issues, no question. But, the
problem is the common one we see: It’s not what’s being said...but how it’s being said! problem is the common one we see: It’s not what’s being said...but how it’s being said!
For example, a direct mail piece, or a page on your web site, or whatever, with headlines For example, a direct mail piece, or a page on your web site, or whatever, with headlines
something like these examples: something like these examples:
“Do You Feel Thwarted When “Do You Feel Thwarted When
Your Patients Are Forced To Stop Your Patients Are Forced To Stop
Treatment Before They’re Ready?” Treatment Before They’re Ready?”
“The Diary Of A Frustrated Physical Therapist” “The Diary Of A Frustrated Physical Therapist”
“San Diego Physical Therapist “San Diego Physical Therapist

Discovers Remarkable Method Of Discovers Remarkable Method Of
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Assuring Patients Finish Treatment... Assuring Patients Finish Treatment...

Tells HMO’s And Managed Care Where To Go!” Tells HMO’s And Managed Care Where To Go!”
“Cost Containment And Incomplete “Cost Containment And Incomplete

Treatment Driving You Nuts?” Treatment Driving You Nuts?”
“How A San Diego Physical Therapist Went From Being A “How A San Diego Physical Therapist Went From Being A
Frustrated Tool Of Managed Care Bureaucrats...To A Hero Frustrated Tool Of Managed Care Bureaucrats...To A Hero
In The Eyes Of Her Patients In Only Two Months!” In The Eyes Of Her Patients In Only Two Months!”
“Do You Feel Like This When Managed Care Cuts “Do You Feel Like This When Managed Care Cuts
Your Patients Off Before They’re Fully Recovered?” Your Patients Off Before They’re Fully Recovered?”
“AAA Rehabilitation And Management System Solves “AAA Rehabilitation And Management System Solves
Disgusting Problem Of Abandoning Patients Too Disgusting Problem Of Abandoning Patients Too
Soon Because Of Managed Care!” Soon Because Of Managed Care!”
Or something along these lines. As you can see, these headlines and the name, “AAA Or something along these lines. As you can see, these headlines and the name, “AAA
Rehabilitation And Management System” are examples of Emotional Direct Response type of Rehabilitation And Management System” are examples of Emotional Direct Response type of
language. If you agree with this philosophy, the procedure would be to pick at least two headlines and language. If you agree with this philosophy, the procedure would be to pick at least two headlines and
pitches (presented in the form of Confidential Special Reports, much like the golf examples enclosed) pitches (presented in the form of Confidential Special Reports, much like the golf examples enclosed)
and to test them to different small groups of both current PT’s using the Health Rejuvenator and some and to test them to different small groups of both current PT’s using the Health Rejuvenator and some
who are not, and to incorporate into pitches to sign up new PT’s, a separate but related campaign which who are not, and to incorporate into pitches to sign up new PT’s, a separate but related campaign which
will be discussed in a minute. will be discussed in a minute.
A quick side note. A common objection with our clients is that “this type” of copy will not work A quick side note. A common objection with our clients is that “this type” of copy will not work
in their market because their customers are too sophisticated/educated/professional or whatever to “fall in their market because their customers are too sophisticated/educated/professional or whatever to “fall
for this kind of stuff.” We have heard this in every industry and profession ranging from contractors to for this kind of stuff.” We have heard this in every industry and profession ranging from contractors to
surgeons and everything in between. The only comment we can make is that while we cannot say that surgeons and everything in between. The only comment we can make is that while we cannot say that
these suggested headlines, or the sample of a small part of a story you heard a minute ago, or whatever these suggested headlines, or the sample of a small part of a story you heard a minute ago, or whatever
copy/themes we eventually decide to test are the right words...we do know that this formula and copy/themes we eventually decide to test are the right words...we do know that this formula and
methodology will bring more sales and build stronger psychological connections than any other sort. It’s a methodology will bring more sales and build stronger psychological connections than any other sort. It’s a
matter of testing small before making rollout decisions. But as far as “this type” of formula being too matter of testing small before making rollout decisions. But as far as “this type” of formula being too
unsophisticated or not working on PT’s, doctors they will be marketing to/through, or end users from unsophisticated or not working on PT’s, doctors they will be marketing to/through, or end users from
TV...we do not subscribe to that way of thinking based on years of doing this in all those markets and not TV...we do not subscribe to that way of thinking based on years of doing this in all those markets and not
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finding one that couldn’t be successfully captured with Emotional Direct Response Marketing! finding one that couldn’t be successfully captured with Emotional Direct Response Marketing!
However it works, it must be presented as 5-STAR/HR’s active contribution toward resolving the However it works, it must be presented as 5-STAR/HR’s active contribution toward resolving the
managed care dilemma in the PT market. It should be promoted in the newsletter. You’ll need to create managed care dilemma in the PT market. It should be promoted in the newsletter. You’ll need to create
and provide a variety of Direct Response oriented flyers or other materials for testing that PT’s can hand and provide a variety of Direct Response oriented flyers or other materials for testing that PT’s can hand
out to patients which will contain a toll free number for patients to call to listen to a pre-recorded message out to patients which will contain a toll free number for patients to call to listen to a pre-recorded message
informing and intriguing them, and asking them to leave their name and address to get further informing and intriguing them, and asking them to leave their name and address to get further
information. When a patient leaves a name and address, he or she will receive a valuable, information information. When a patient leaves a name and address, he or she will receive a valuable, information
packet including a free Direct Response report, maybe audio/videotape(s) explaining/demonstrating how packet including a free Direct Response report, maybe audio/videotape(s) explaining/demonstrating how
the new program works and how they can take advantage of it in order to complete their rehab and the new program works and how they can take advantage of it in order to complete their rehab and
maintain for years to come. Of course, there will have to be a minimum of two or three follow up pieces maintain for years to come. Of course, there will have to be a minimum of two or three follow up pieces
created and tested to chase the leads down. (Maybe more than three or four steps if we find that these created and tested to chase the leads down. (Maybe more than three or four steps if we find that these
steps all pay, which is very possible.) steps all pay, which is very possible.)
The report and the tape(s) will both contain 5-STAR/HR’s 800 number where they can reach any The report and the tape(s) will both contain 5-STAR/HR’s 800 number where they can reach any
one of your counselors who will explain what needs to be done to activate the program. Think about the one of your counselors who will explain what needs to be done to activate the program. Think about the
qualifiers here. The caller has read the flyer and/or whatever else is given out by the PT’s, called an 800 qualifiers here. The caller has read the flyer and/or whatever else is given out by the PT’s, called an 800
number, listened to a pre-recorded message, left a name and address, received/read a lengthy report, number, listened to a pre-recorded message, left a name and address, received/read a lengthy report,
watched/listened to audio/videotape(s) on the same subject, maybe received a number of follow-ups, and watched/listened to audio/videotape(s) on the same subject, maybe received a number of follow-ups, and
then called another 800 number to find out more about the program. You can presume they’re almost then called another 800 number to find out more about the program. You can presume they’re almost
ready to buy, and are in three or four of the previously mentioned categories of qualified leads. The ready to buy, and are in three or four of the previously mentioned categories of qualified leads. The
counselor can easily carry it the rest of the way without trying to sell anyone anything! When a lead counselor can easily carry it the rest of the way without trying to sell anyone anything! When a lead
system is constantly bringing in highly qualified and interested leads all day long, your “counselors” will system is constantly bringing in highly qualified and interested leads all day long, your “counselors” will
never have to resort to any pressure or “closing” or “objection handling”, because they will only be never have to resort to any pressure or “closing” or “objection handling”, because they will only be
talking to high probability prospects, and will always have new people calling in and old ones to follow talking to high probability prospects, and will always have new people calling in and old ones to follow
up with who asked them to call back. When the marketing sets up a selling system like this, selling is the up with who asked them to call back. When the marketing sets up a selling system like this, selling is the
simplest part because no one is doing it anymore! Everyone’s a consultant, helping prospects decide simplest part because no one is doing it anymore! Everyone’s a consultant, helping prospects decide
which way to go, which package to buy...instead of trying to talk them into buying something, anything! which way to go, which package to buy...instead of trying to talk them into buying something, anything!
A very important part of this, and other recommendations we’ll be making is to develop A very important part of this, and other recommendations we’ll be making is to develop
“packages” of products and/or services, bundled together in a value-added approach, that are more than “packages” of products and/or services, bundled together in a value-added approach, that are more than
just the equipment you have currently packaged on your price list. For example, you could offer a just the equipment you have currently packaged on your price list. For example, you could offer a
“Silver” package which includes a basic HR package as you now have listed on your price sheet, a “Silver” package which includes a basic HR package as you now have listed on your price sheet, a
specific, home use, protocol tape package targeted towards the type of rehab being done, a gift certificate specific, home use, protocol tape package targeted towards the type of rehab being done, a gift certificate
good for one or two office visits to see the PT after the insurance runs out (and/or brief phone consultation good for one or two office visits to see the PT after the insurance runs out (and/or brief phone consultation
certificates) so the PT can check on the patient’s progress (the certificates are where 5-STAR/HR offers to certificates) so the PT can check on the patient’s progress (the certificates are where 5-STAR/HR offers to
reimburse the PT for $x per visit or phone call, which of course, is built into your package cost/pricing reimburse the PT for $x per visit or phone call, which of course, is built into your package cost/pricing
structure, or instead of or in addition to any “referral commissions” or patient “pass-throughs”, etc. thus structure, or instead of or in addition to any “referral commissions” or patient “pass-throughs”, etc. thus
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adding real value from the PT’s point of view, adding fuel for them to get involved), and a progress report adding real value from the PT’s point of view, adding fuel for them to get involved), and a progress report
system for the patient to communicate through mail/fax/e-mail how they’re doing, or whatever, a free system for the patient to communicate through mail/fax/e-mail how they’re doing, or whatever, a free
ticket to patient education classes held by the PT, a free subscription to the PT’s monthly patient ticket to patient education classes held by the PT, a free subscription to the PT’s monthly patient
newsletter (which you can provide each month and sell to the PT’s to put their own name on, and which newsletter (which you can provide each month and sell to the PT’s to put their own name on, and which
they will send out to other professionals like referring doctors, other centers of influence in their they will send out to other professionals like referring doctors, other centers of influence in their
community, etc.), a free trial subscription to health supplements/vitamins, and so on. community, etc.), a free trial subscription to health supplements/vitamins, and so on.
This proven “bundling” idea is going to be perceived by both the PT’s and patients as much more This proven “bundling” idea is going to be perceived by both the PT’s and patients as much more
“patient focused” and relationship oriented than what you’re now offering, which is more product “patient focused” and relationship oriented than what you’re now offering, which is more product
oriented. The psychological difference between an Emotional Response copy driven offer of a oriented. The psychological difference between an Emotional Response copy driven offer of a
relationship based on a patient focused psychology vs. the “price list” approach is staggering in its selling relationship based on a patient focused psychology vs. the “price list” approach is staggering in its selling
power! (Please keep in mind that your infomercial is one of the exceptions to the rule that “piling on power! (Please keep in mind that your infomercial is one of the exceptions to the rule that “piling on
bundling”, like the “but wait, that’s not all” type of stuff, usually works better!) bundling”, like the “but wait, that’s not all” type of stuff, usually works better!)
Anyway, a “Gold” package could contain everything in the “Silver” but provide a higher quality Anyway, a “Gold” package could contain everything in the “Silver” but provide a higher quality
HR, more free office visits, and/or phone consultation gift certificates, maybe other accessories and/or the HR, more free office visits, and/or phone consultation gift certificates, maybe other accessories and/or the
accessory holder, information products, or whatever we can come up with to add value and try to steer accessory holder, information products, or whatever we can come up with to add value and try to steer
people into the better package for their own better use and results, and your higher average sale. When people into the better package for their own better use and results, and your higher average sale. When
done right, the actual “hard cost” of the expensive option vs. the cheapo option can be minimal, but have a done right, the actual “hard cost” of the expensive option vs. the cheapo option can be minimal, but have a
huge perceived value difference. (We have one package that is $250 higher in price and the only increase huge perceived value difference. (We have one package that is $250 higher in price and the only increase
in “hard cost” is a $5 videotape!) This option/bundling pricing strategy can often get a 2 or 3 to 1 ratio of in “hard cost” is a $5 videotape!) This option/bundling pricing strategy can often get a 2 or 3 to 1 ratio of
high-priced to low-priced, with incrementally huge profit differences! high-priced to low-priced, with incrementally huge profit differences!
One segment of this effort will be to provide a Special Referral Generation Kit (audio and/or One segment of this effort will be to provide a Special Referral Generation Kit (audio and/or
videotapes, written material, monthly client newsletter, and suggested sequenced follow ups) for the videotapes, written material, monthly client newsletter, and suggested sequenced follow ups) for the
therapy facility that will target doctors or others who are in a position to refer patients to the PT’s. This therapy facility that will target doctors or others who are in a position to refer patients to the PT’s. This
material will feature the “Customer Care Program” (the gift certificate program), and the “AAA material will feature the “Customer Care Program” (the gift certificate program), and the “AAA
Rehabilitation And Management System”, making sure doctors and others know that rehab is being Rehabilitation And Management System”, making sure doctors and others know that rehab is being
completed at this particular clinic far more than any other non-participating clinic, despite the completed at this particular clinic far more than any other non-participating clinic, despite the
accountants at HMO/PPO’s, managed care groups, etc. This part of the package will help PT’s who are accountants at HMO/PPO’s, managed care groups, etc. This part of the package will help PT’s who are
active participants in the program to market themselves more effectively, and have to include instructions active participants in the program to market themselves more effectively, and have to include instructions
(probably written and audio and/or videotaped) on how to use the turnkey materials in a way that they will (probably written and audio and/or videotaped) on how to use the turnkey materials in a way that they will
not feel like or perceive themselves as “selling.” We have to position this program as a way of helping the not feel like or perceive themselves as “selling.” We have to position this program as a way of helping the
doctors refer patients to the correct rehab facilities that can have the highest chance of a patient finishing doctors refer patients to the correct rehab facilities that can have the highest chance of a patient finishing
rehab, have an ongoing relationship and a permanent maintenance/recurrence prevention program. Some rehab, have an ongoing relationship and a permanent maintenance/recurrence prevention program. Some
PT’s will love this value-added program, which could be sold separately, or packaged up as a bonus in the PT’s will love this value-added program, which could be sold separately, or packaged up as a bonus in the
“AAA Rehabilitation And Management System” kit, depending on whether or not you decide to sell “AAA Rehabilitation And Management System” kit, depending on whether or not you decide to sell
this program or offer it free as a value-added service. this program or offer it free as a value-added service.
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(There are pros and cons of selling or giving away such a program. One sure method to find out (There are pros and cons of selling or giving away such a program. One sure method to find out
what works best is to test one vs. the other. If you offer this as a freebie, you’ll get more PT’s to respond what works best is to test one vs. the other. If you offer this as a freebie, you’ll get more PT’s to respond
and want to check it out, but they may not be as qualified or motivated as ones who pay for the program. and want to check it out, but they may not be as qualified or motivated as ones who pay for the program.
This is a difficult decision for us to give you a specific answer to. You’d have to use your best judgment This is a difficult decision for us to give you a specific answer to. You’d have to use your best judgment
or, if in doubt, do a split test.) or, if in doubt, do a split test.)
We’d also strongly recommend testing an “endorsed mailing” in the medical market. This is one We’d also strongly recommend testing an “endorsed mailing” in the medical market. This is one
of the most predictable and profitable ways to take advantage of direct mail. If you could get one of your of the most predictable and profitable ways to take advantage of direct mail. If you could get one of your
successful, actively referring (“selling”) PT’s (preferably one who has name recognition) to “write” (have successful, actively referring (“selling”) PT’s (preferably one who has name recognition) to “write” (have
ghostwritten) a letter extolling the virtues of your system and how it’s helped him, etc. Now, this is much ghostwritten) a letter extolling the virtues of your system and how it’s helped him, etc. Now, this is much
more than a testimonial. This approach has the letter “coming” from him and is on his letterhead, etc. more than a testimonial. This approach has the letter “coming” from him and is on his letterhead, etc.
When done properly, endorsed mailings can bring response rates up by many magnitudes. We’ve seen When done properly, endorsed mailings can bring response rates up by many magnitudes. We’ve seen
direct mail response rates go up by as much as five times by using this method vs. just having the same direct mail response rates go up by as much as five times by using this method vs. just having the same
person included in with the testimonials! person included in with the testimonials!
In numerical terms, presuming that only 20% of your clinics are privately owned, non- In numerical terms, presuming that only 20% of your clinics are privately owned, non-
bureaucracy (non-Health South) type operations, and that only 20% of the monthly 200,000 new patents bureaucracy (non-Health South) type operations, and that only 20% of the monthly 200,000 new patents
are viable targets (40,000 patients/month), and that only 3% of these can be converted into HR buyers, we are viable targets (40,000 patients/month), and that only 3% of these can be converted into HR buyers, we
would be looking at selling an extra 1,200 units a month, times $600/unit, would add an extra $720,000 would be looking at selling an extra 1,200 units a month, times $600/unit, would add an extra $720,000
gross revenue/month, or $8,640,000/year. If net profit is 17%, (which is about what we gathered from the gross revenue/month, or $8,640,000/year. If net profit is 17%, (which is about what we gathered from the
figures you supplied us, and if the net is higher or lower, we can make the adjustments accordingly) figures you supplied us, and if the net is higher or lower, we can make the adjustments accordingly)
you’re looking at an extra $1,468,800 net profit per year if this process works along these lines. (We you’re looking at an extra $1,468,800 net profit per year if this process works along these lines. (We
feel these are realistic numbers, and maybe a bit on the conservative side.) feel these are realistic numbers, and maybe a bit on the conservative side.)
On a slightly higher note, using a 5% conversion scenario, we’re talking about an added 2,000 On a slightly higher note, using a 5% conversion scenario, we’re talking about an added 2,000
units a month, $1,200,000/ month, $14,400,000/year gross revenue, times 17% comes to an added units a month, $1,200,000/ month, $14,400,000/year gross revenue, times 17% comes to an added
$2,448,000 net profit/year. (If this were to happen, which is more than possible, you could double your $2,448,000 net profit/year. (If this were to happen, which is more than possible, you could double your
profits from current levels!) profits from current levels!)
The cost of generating these numbers is as follows. We figure $1/newsletter/month for postage, The cost of generating these numbers is as follows. We figure $1/newsletter/month for postage,
printing and mailing. So, if we were to mail all 4,000 clinics, we’d be talking about $4,000 in newsletters, printing and mailing. So, if we were to mail all 4,000 clinics, we’d be talking about $4,000 in newsletters,
plus 20,000 flyers/month that they would be giving out to patients @$400/month if you supplied the plus 20,000 flyers/month that they would be giving out to patients @$400/month if you supplied the
flyers (if that’s the only marketing/education piece we offered to prepare for them about the “AAA flyers (if that’s the only marketing/education piece we offered to prepare for them about the “AAA
Rehabilitation And Management System”.) Add $10,000 in voice mail costs for those who call in to Rehabilitation And Management System”.) Add $10,000 in voice mail costs for those who call in to
leave their name and address on the recorded message (their phone numbers are captured by caller ID, by leave their name and address on the recorded message (their phone numbers are captured by caller ID, by
the way, and all leads can be transcribed and downloaded directly into a database), and $3 per fulfillment the way, and all leads can be transcribed and downloaded directly into a database), and $3 per fulfillment
package (including a valuable free gift of some sort, preferably an information product such as a tape package (including a valuable free gift of some sort, preferably an information product such as a tape
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and/or written material) or $30,000 for a total of $44,000 expenditure per month, or $528,000 per year, to and/or written material) or $30,000 for a total of $44,000 expenditure per month, or $528,000 per year, to
generate $1,500,000 to $2,500,000 additional annual profits just from the sale of the equipment! (Not generate $1,500,000 to $2,500,000 additional annual profits just from the sale of the equipment! (Not
counting the Lifetime Value additions to income as a result of acquiring all these new customers! The counting the Lifetime Value additions to income as a result of acquiring all these new customers! The
Lifetime Value of all these additional customers could equal or exceed the profits from the sale of all the Lifetime Value of all these additional customers could equal or exceed the profits from the sale of all the
extra machines!) Any way you look at it, you win. Even if the low projection turns out to be wrong, your extra machines!) Any way you look at it, you win. Even if the low projection turns out to be wrong, your
break-even would be about 431 units per month sold to cover the $44,000 estimated cost at full rollout. break-even would be about 431 units per month sold to cover the $44,000 estimated cost at full rollout.
(Which is about 1 unit per PT clinic.) These figures seem to indicate a high likelihood that this system (Which is about 1 unit per PT clinic.) These figures seem to indicate a high likelihood that this system
will produce profits after a short time for testing and tweaking. will produce profits after a short time for testing and tweaking.
It’s important to note here that we suggest an initial test run of 20 to 25 clinics before incurring the It’s important to note here that we suggest an initial test run of 20 to 25 clinics before incurring the
rolling out costs of the scenarios mentioned above. The test group should be a relatively evenly spread out rolling out costs of the scenarios mentioned above. The test group should be a relatively evenly spread out
mix of privately owned clinics with a pre-existing “5-STAR/HR Referral Friendly” history, and who mix of privately owned clinics with a pre-existing “5-STAR/HR Referral Friendly” history, and who
already refer business in, private clinics who don’t do much, and some larger, conglomerate type places, already refer business in, private clinics who don’t do much, and some larger, conglomerate type places,
trying to call ahead and identify the current “decision maker of the month.” After three months or so of trying to call ahead and identify the current “decision maker of the month.” After three months or so of
testing, we can establish if: (1) Any of this is working at all, (2) If so, which clinics are doing better, and testing, we can establish if: (1) Any of this is working at all, (2) If so, which clinics are doing better, and
(3) What can we derive from the really successful clinics to tweak modestly successful clinics into higher (3) What can we derive from the really successful clinics to tweak modestly successful clinics into higher
success. After we look at results and tweaking, we can then decide if and how to expand the testing for a success. After we look at results and tweaking, we can then decide if and how to expand the testing for a
short while, and then roll out when the results tell us it’s safe to do so. If none of the testing works at all, short while, and then roll out when the results tell us it’s safe to do so. If none of the testing works at all,
which is unlikely but possible, the cost of testing would only be a couple thousand a month for the three which is unlikely but possible, the cost of testing would only be a couple thousand a month for the three
months of testing. If you got absolutely no business, the downside of a failed test is very small. months of testing. If you got absolutely no business, the downside of a failed test is very small.
We think we might want to reposition the way “commissions” are currently offered. We suggest We think we might want to reposition the way “commissions” are currently offered. We suggest
developing “The Customer Care Program” program as described above, which will appeal to the developing “The Customer Care Program” program as described above, which will appeal to the
altruistic side of PT’s. It will put the PT in a position where he/she can: (1) Give patients a significant altruistic side of PT’s. It will put the PT in a position where he/she can: (1) Give patients a significant
break on a “AAA Rehabilitation And Management System” Silver or Gold package so they can break on a “AAA Rehabilitation And Management System” Silver or Gold package so they can
continue and complete rehab, as well as maintain functional fitness for years to come, (2) Put money into continue and complete rehab, as well as maintain functional fitness for years to come, (2) Put money into
a clinic account for future needs of the clinic if they want that type of reimbursement, or (3) Even pay a a clinic account for future needs of the clinic if they want that type of reimbursement, or (3) Even pay a
commission to the individual if they choose to do so. This is a delicate issue and needs to be explored a commission to the individual if they choose to do so. This is a delicate issue and needs to be explored a
bit more before we all agree if the type of name we suggested for these reimbursements is OK, and how to bit more before we all agree if the type of name we suggested for these reimbursements is OK, and how to
explain them so they are perceived as being as altruistic as possible, and as non-salesy as possible. It will explain them so they are perceived as being as altruistic as possible, and as non-salesy as possible. It will
probably take some testing to determine which program appeals to which PT’s and find out if we have to probably take some testing to determine which program appeals to which PT’s and find out if we have to
offer multiple choices of reimbursements, or if one is so far better that we just roll with it. offer multiple choices of reimbursements, or if one is so far better that we just roll with it.
2. Develop Emotional Direct Response Lead Generation Ads to go into Physical Therapy publications, 2. Develop Emotional Direct Response Lead Generation Ads to go into Physical Therapy publications,
send lead generation postcards or direct mail that will follow up to leads with sequentialized sales letters send lead generation postcards or direct mail that will follow up to leads with sequentialized sales letters
(reports) and/or tapes that will result in an even deeper penetration into the Physical Therapy market, and (reports) and/or tapes that will result in an even deeper penetration into the Physical Therapy market, and
eventually turn them into promoters of the “AAA Rehabilitation And Management System”, and the eventually turn them into promoters of the “AAA Rehabilitation And Management System”, and the
“Customer Care Program” to their patients too. This will be accomplished very cost effectively “Customer Care Program” to their patients too. This will be accomplished very cost effectively
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without using expensive four color brochures and other image related professional style advertising without using expensive four color brochures and other image related professional style advertising
procedures. (Examples of similar successful efforts in other markets are enclosed.) procedures. (Examples of similar successful efforts in other markets are enclosed.)
The thrust of this program would contain a great deal of material from the previously discussed The thrust of this program would contain a great deal of material from the previously discussed
marketing system. You can have great leverage of time and resources by finding out the best pitches to marketing system. You can have great leverage of time and resources by finding out the best pitches to
your existing clinics, and to make modifications to attract new PT’s with a very similar pitch, but adding your existing clinics, and to make modifications to attract new PT’s with a very similar pitch, but adding
information about the HR and your other products that the first 4,000 presumably already know a lot information about the HR and your other products that the first 4,000 presumably already know a lot
about, but these new people may not have a clue about. (This presumption, by the way, that your 4,000 about, but these new people may not have a clue about. (This presumption, by the way, that your 4,000
clinics are knowledgeable, chapter and verse, about 5-STAR/HR is possibly a bad assumption. It’s been clinics are knowledgeable, chapter and verse, about 5-STAR/HR is possibly a bad assumption. It’s been
our experience that “customers” who don’t have a psychological relationship with a “GURU” and his/her our experience that “customers” who don’t have a psychological relationship with a “GURU” and his/her
company often don’t know much, if anything, about you even though you may think this impossible from company often don’t know much, if anything, about you even though you may think this impossible from
all the contacts made and stuff you’ve sent. We never make the assumption that our client’s customers all the contacts made and stuff you’ve sent. We never make the assumption that our client’s customers
know much, if anything, and start the marketing copy and info right at the beginning, as if they have never know much, if anything, and start the marketing copy and info right at the beginning, as if they have never
heard of you. This is a fundamental of marketing that often gets left out of the mix, and is a highly heard of you. This is a fundamental of marketing that often gets left out of the mix, and is a highly
dangerous assumption to make!) dangerous assumption to make!)
Direct Response Public Relations could also be utilized to attract new PT’s without spending Direct Response Public Relations could also be utilized to attract new PT’s without spending
money. This is different than the PR stuff you’re used to. See, our position is that any advertising, money. This is different than the PR stuff you’re used to. See, our position is that any advertising,
including PR should be direct response oriented and be trackable. General PR, in our experience, is not including PR should be direct response oriented and be trackable. General PR, in our experience, is not
really as useful as it always feels like it is. When a client tells us they got a big write-up in a publication or really as useful as it always feels like it is. When a client tells us they got a big write-up in a publication or
appeared on a news show on TV or whatever, we want to know if there is any immediate or long-lasting appeared on a news show on TV or whatever, we want to know if there is any immediate or long-lasting
bump in sales as a result. We know this general PR cannot hurt, but the real question is what did it cost to bump in sales as a result. We know this general PR cannot hurt, but the real question is what did it cost to
get...and can you measure any new sales as a result? Often times, in the final analysis, the answer is no, get...and can you measure any new sales as a result? Often times, in the final analysis, the answer is no,
we cannot track sales going up because of the publicity. we cannot track sales going up because of the publicity.
Our approach is that PR should cost nothing, and be gathered by issuing (mostly faxing) Direct Our approach is that PR should cost nothing, and be gathered by issuing (mostly faxing) Direct
Response PR press releases that are very similar to ads, except they are faxed to editors, producers, Response PR press releases that are very similar to ads, except they are faxed to editors, producers,
reporters, etc., and are only designed to generate an interview with you. Then, the interview would only reporters, etc., and are only designed to generate an interview with you. Then, the interview would only
be considered if the interviewer agrees to give out your 800# (always traceable by using a different 800# be considered if the interviewer agrees to give out your 800# (always traceable by using a different 800#
or a department # or whatever), so you can track whether or not that media exposure was worth anything or a department # or whatever), so you can track whether or not that media exposure was worth anything
or not. This approach is unconventional, but has significant advantages over general PR due to the fact or not. This approach is unconventional, but has significant advantages over general PR due to the fact
that it doesn’t cost anywhere near as much as traditional PR, and is measurable, and thus tweakable, that it doesn’t cost anywhere near as much as traditional PR, and is measurable, and thus tweakable,
where general PR isn’t because you usually have no idea exactly what is or isn’t bringing in sales. where general PR isn’t because you usually have no idea exactly what is or isn’t bringing in sales.
A sample of this type of press release is attached to give you an idea of the type of release that’s A sample of this type of press release is attached to give you an idea of the type of release that’s
been known to work in all kinds of markets. When interviews get set up, we would use a dedicated voice been known to work in all kinds of markets. When interviews get set up, we would use a dedicated voice
mail box to track how many leads came from the publicity, and then determine if it is useful. If you get mail box to track how many leads came from the publicity, and then determine if it is useful. If you get
leads and some convert as a result, remember that although the follow-up costs are the same as with leads leads and some convert as a result, remember that although the follow-up costs are the same as with leads
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from ads, you don’t have the ad cost, which lowers the break-even dramatically! from ads, you don’t have the ad cost, which lowers the break-even dramatically!
There are two approaches to advertising in trade publications. One would be only designed for There are two approaches to advertising in trade publications. One would be only designed for
lead generation, not to convince anyone to order. It’s too big of a sale and education process to try to lead generation, not to convince anyone to order. It’s too big of a sale and education process to try to
make a sale in an ad on this type of project. So, when a lead responds, a sequence of sales materials goes make a sale in an ad on this type of project. So, when a lead responds, a sequence of sales materials goes
out and the leads are attempted to get converted. The other formula is to sell a real cheap book or tape, out and the leads are attempted to get converted. The other formula is to sell a real cheap book or tape,
like $19.95 or $39.95 or whatever, and have that become the “sales” piece, also followed up by a like $19.95 or $39.95 or whatever, and have that become the “sales” piece, also followed up by a
sequenced campaign. This approach always gets less initial response (leads) because of selling the “initial sequenced campaign. This approach always gets less initial response (leads) because of selling the “initial
info”, yet may work better because the leads are much more qualified. We would suggest starting out with info”, yet may work better because the leads are much more qualified. We would suggest starting out with
the free lead generation approach first, based on our experience with professional educational campaigns, the free lead generation approach first, based on our experience with professional educational campaigns,
and the fact that it can be started faster because the other approach takes more time to put together. (Not and the fact that it can be started faster because the other approach takes more time to put together. (Not
to say that we shouldn’t try the front-end sale approach at a later time.) to say that we shouldn’t try the front-end sale approach at a later time.)
As you probably have guessed by now, we suggest the same Emotional Direct Response As you probably have guessed by now, we suggest the same Emotional Direct Response
Marketing type of copy and approach to convert sales. The same kind of headlines that we showed you Marketing type of copy and approach to convert sales. The same kind of headlines that we showed you
previously would work for this campaign. As we said, the campaign to get patients to buy from your previously would work for this campaign. As we said, the campaign to get patients to buy from your
existing PT’s would provide more than half of the material for this campaign, getting double duty out of existing PT’s would provide more than half of the material for this campaign, getting double duty out of
the existing PT campaign, thus amortizing the cost over two efforts, thus reducing overall costs. For the existing PT campaign, thus amortizing the cost over two efforts, thus reducing overall costs. For
example: example:
Anyway, the ad would drive the response into a recorded message, which would capture the lead’s Anyway, the ad would drive the response into a recorded message, which would capture the lead’s
name and address if they leave it, and caller-ID their phone number without asking. The leads could be name and address if they leave it, and caller-ID their phone number without asking. The leads could be
downloaded into a database, and then the sequence of mailings can begin. You can use more than one downloaded into a database, and then the sequence of mailings can begin. You can use more than one
follow-up sequence and track the results over time to discover which sequence works better. follow-up sequence and track the results over time to discover which sequence works better.
The costs of mounting a campaign of attracting new PT’s and/or clinics into your fold will be as The costs of mounting a campaign of attracting new PT’s and/or clinics into your fold will be as
follows: We do not yet know the cost of running less than full-size ads in the trade publications, but for follows: We do not yet know the cost of running less than full-size ads in the trade publications, but for
discussion’s sake, let’s say an ad costs $1,000. If you get a lead cost of $10 or so (including about discussion’s sake, let’s say an ad costs $1,000. If you get a lead cost of $10 or so (including about
$1 - $1.50 per lead for voice mail capture/transcription), you will be doing average for this type of system. $1 - $1.50 per lead for voice mail capture/transcription), you will be doing average for this type of system.
Again, we’ll be conservative and say you get a lead cost of $20, or get 50 leads. ($1,000 ad cost divided Again, we’ll be conservative and say you get a lead cost of $20, or get 50 leads. ($1,000 ad cost divided
into $20.) And let’s say you convert only 2% of the leads on the first step, and another 2% over three into $20.) And let’s say you convert only 2% of the leads on the first step, and another 2% over three
more sequenced steps. (Again, lower numbers than normal on these types of campaigns, but we’ll stay more sequenced steps. (Again, lower numbers than normal on these types of campaigns, but we’ll stay
conservative.) The cost to fulfill the response materials would depend on whether or not it is all written conservative.) The cost to fulfill the response materials would depend on whether or not it is all written
materials, or a combination of tapes with printed stuff. With this type of promotion, a combination would materials, or a combination of tapes with printed stuff. With this type of promotion, a combination would
probably be best, although this has to be tested like anything else. Usually, tapes increase conversions, probably be best, although this has to be tested like anything else. Usually, tapes increase conversions,
especially if they contain lots of testimonials in addition to the printed testimonials...but we’ve seen especially if they contain lots of testimonials in addition to the printed testimonials...but we’ve seen
situations where tapes depressed response, so split testing would be the right thing to do. Let’s say the situations where tapes depressed response, so split testing would be the right thing to do. Let’s say the
initial package costs $10 including postage, and the total combined cost of the three sequenced steps is $6, initial package costs $10 including postage, and the total combined cost of the three sequenced steps is $6,
making a total of $16 per lead spent chasing them. Multiply the 50 leads times $16 and you have spent making a total of $16 per lead spent chasing them. Multiply the 50 leads times $16 and you have spent
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$800 on follow-up. Your total cost is now $1,800 for the ad, name capture and follow-up. If your average $800 on follow-up. Your total cost is now $1,800 for the ad, name capture and follow-up. If your average
sale of an initial clinical set-up is $1,695 (from your current price list, we would strongly recommend sale of an initial clinical set-up is $1,695 (from your current price list, we would strongly recommend
repackaging these into the “bundled” type packages we talked about earlier, in which case, the average repackaging these into the “bundled” type packages we talked about earlier, in which case, the average
sale could be much higher), anyway, if you sold a total of 4% of the leads, or two units, your gross sales sale could be much higher), anyway, if you sold a total of 4% of the leads, or two units, your gross sales
of $3,390 would put you at more than break-even. If the total conversion was 6%, gross sales would be of $3,390 would put you at more than break-even. If the total conversion was 6%, gross sales would be
$5,085, putting you in the black. (Remember, if the leads come from Direct Response PR, without the $5,085, putting you in the black. (Remember, if the leads come from Direct Response PR, without the
advertising cost, then the profits are much larger!) advertising cost, then the profits are much larger!)
Once this system is showing us it can pay, we would try larger ads to see if the lead cost can be Once this system is showing us it can pay, we would try larger ads to see if the lead cost can be
lowered by running ads as big as full-page. Often, if an ad like the sample works at 1/3 of a page, a longer lowered by running ads as big as full-page. Often, if an ad like the sample works at 1/3 of a page, a longer
version will work even better. But this rule doesn’t always hold true, so like everything else, this would be version will work even better. But this rule doesn’t always hold true, so like everything else, this would be
on the list of things to test. Of course, we would have to test two or three ads, possibly with different on the list of things to test. Of course, we would have to test two or three ads, possibly with different
headlines and/or copy, to see if this method will work or not. But if we can’t get leads at a decent cost headlines and/or copy, to see if this method will work or not. But if we can’t get leads at a decent cost
after one or two or possibly three (at the most) tries, then it’s time to forget it and move on. Cumulative after one or two or possibly three (at the most) tries, then it’s time to forget it and move on. Cumulative
effects of Emotional Direct Response Marketing do not register on any known advertising Richter scale. effects of Emotional Direct Response Marketing do not register on any known advertising Richter scale.
If they don’t pull right off the bat, they need to be disposed of relatively quickly. This adds to its beauty, If they don’t pull right off the bat, they need to be disposed of relatively quickly. This adds to its beauty,
because losses are small, and winners are huge! because losses are small, and winners are huge!
Two things to keep in mind; First, is that these types of campaigns, when working on all cylinders, Two things to keep in mind; First, is that these types of campaigns, when working on all cylinders,
can do much better than 4-6% conversions, plus with additional follow-up steps, the rates could climb as can do much better than 4-6% conversions, plus with additional follow-up steps, the rates could climb as
well. Second, this campaign must be looked at as a door opener, and not necessarily a profit center in and well. Second, this campaign must be looked at as a door opener, and not necessarily a profit center in and
of itself. With a limited universe of clinics that are good candidates for you, and with an existing 20% of itself. With a limited universe of clinics that are good candidates for you, and with an existing 20%
saturation of the market already, you cannot expect much more than a slight profit to break-even on this saturation of the market already, you cannot expect much more than a slight profit to break-even on this
effort. But here’s the key: Once we start cranking up the patient referral system with some version of effort. But here’s the key: Once we start cranking up the patient referral system with some version of
The AAA Rehabilitation And Management System, and you are getting a measurable Lifetime Value The AAA Rehabilitation And Management System, and you are getting a measurable Lifetime Value
Of A PT Customer, then each time you acquire a new PT clinic through this system, you aren’t looking at Of A PT Customer, then each time you acquire a new PT clinic through this system, you aren’t looking at
the first sale as your true measure of the success and value of this marketing system! Even at super low the first sale as your true measure of the success and value of this marketing system! Even at super low
average of only getting an average of one patient a year from the PT’s, each time you add a new PT in average of only getting an average of one patient a year from the PT’s, each time you add a new PT in
through his method, and if you get them at only break-even, they are worth $600 per year, or $3,000 over through his method, and if you get them at only break-even, they are worth $600 per year, or $3,000 over
the next five years, plus whatever else they buy from your regular mailings/newsletters they’ll be getting. the next five years, plus whatever else they buy from your regular mailings/newsletters they’ll be getting.
More realistically, if we get a few patients per year from each PT, then the five year value of each new PT More realistically, if we get a few patients per year from each PT, then the five year value of each new PT
is $10,000 or more, on just the HR, not counting all the back-end sales they’ll be buying! The exponential is $10,000 or more, on just the HR, not counting all the back-end sales they’ll be buying! The exponential
effects of all this are staggering! effects of all this are staggering!
We can try the same process by mailing out postcards that are like the sample ad reproduced on a We can try the same process by mailing out postcards that are like the sample ad reproduced on a
postcard instead of being run as an ad. Over the years, we’ve had great luck with postcards, both for lead postcard instead of being run as an ad. Over the years, we’ve had great luck with postcards, both for lead
generation and as part of follow-up sequences. Of course, we have to measure the lead cost with the generation and as part of follow-up sequences. Of course, we have to measure the lead cost with the
postcards to see how it compares with print ads and with direct mail lead generation letters described postcards to see how it compares with print ads and with direct mail lead generation letters described
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below. For example, a list of magazine subscribers usually runs about $100 per thousand. So, if you below. For example, a list of magazine subscribers usually runs about $100 per thousand. So, if you
wanted to test 2,000 postcards, you would spend $200 and an additional $60 for printing, $420 for wanted to test 2,000 postcards, you would spend $200 and an additional $60 for printing, $420 for
postage and $100 for putting the labels on, for a total of $780. So, to be at $10 per lead, you’d have to get postage and $100 for putting the labels on, for a total of $780. So, to be at $10 per lead, you’d have to get
78 leads out of the 2,000, which is 3.9%. This is possible, and worth testing. If you come in at $20 a lead, 78 leads out of the 2,000, which is 3.9%. This is possible, and worth testing. If you come in at $20 a lead,
get 39 leads, and sell one or two, you’re ahead of the game without you guys going on the road! get 39 leads, and sell one or two, you’re ahead of the game without you guys going on the road!
Another method of using the mail is to send out a longer version of an ad reproduced as a four Another method of using the mail is to send out a longer version of an ad reproduced as a four
page letter, for instance, and see if the longer letter format works better than the postcard for getting leads page letter, for instance, and see if the longer letter format works better than the postcard for getting leads
at a decent cost. Sending out 2,000 letters would cost more than postcards, about 50¢ - 60¢ each including at a decent cost. Sending out 2,000 letters would cost more than postcards, about 50¢ - 60¢ each including
first class postage and hand addressing. When we use mail, we either go with plain first class envelopes first class postage and hand addressing. When we use mail, we either go with plain first class envelopes
with a handwritten address and a printed, but handwritten looking return address with no name, and a real with a handwritten address and a printed, but handwritten looking return address with no name, and a real
stamp. Our tests, and those of many other mailers we know, have shown that direct mail either needs to be stamp. Our tests, and those of many other mailers we know, have shown that direct mail either needs to be
first class, hand addressed, stamped, blind and plain...or metered or bulk with teaser copy all over the first class, hand addressed, stamped, blind and plain...or metered or bulk with teaser copy all over the
place, every square inch, front and back, one way or the other. Mixing any of these approaches usually place, every square inch, front and back, one way or the other. Mixing any of these approaches usually
results in disaster. Anyway, if it costs $1,200 to get 2,000 letters out to be at $10 per lead, we’d have to results in disaster. Anyway, if it costs $1,200 to get 2,000 letters out to be at $10 per lead, we’d have to
get 120 leads or 6%. Again, it’s possible, and needs to be tested against other lead generation methods. get 120 leads or 6%. Again, it’s possible, and needs to be tested against other lead generation methods.
Also, it’s going to be very important to start segmenting buyers by characteristics as we discussed Also, it’s going to be very important to start segmenting buyers by characteristics as we discussed
in the introductory part of the report. You’re going to want to set up a database that can segment people in the introductory part of the report. You’re going to want to set up a database that can segment people
and allow you to target very specifically and intelligently. Let’s look at an example. Let’s say you find a and allow you to target very specifically and intelligently. Let’s look at an example. Let’s say you find a
large number of patients who buy one of the HR packages are woman between the ages of 45 and 60 who large number of patients who buy one of the HR packages are woman between the ages of 45 and 60 who
are well educated. And, let’s say one of your vendors has informational products and nutritional are well educated. And, let’s say one of your vendors has informational products and nutritional
supplements that are specifically for woman who are either menopausal or post-menopausal. Now, supplements that are specifically for woman who are either menopausal or post-menopausal. Now,
wouldn’t doing a special mailing to these segmented targeted buyers be more cost efficient than mailing wouldn’t doing a special mailing to these segmented targeted buyers be more cost efficient than mailing
to the entire list or choosing the list by other criteria like geography or income? See, there’s no point in to the entire list or choosing the list by other criteria like geography or income? See, there’s no point in
mailing for an offer like this unless the recipients are able to use it in the first place! mailing for an offer like this unless the recipients are able to use it in the first place!
Another example. Let’s say you find out that many retirees over age 65 are buying the packages. Another example. Let’s say you find out that many retirees over age 65 are buying the packages.
And let’s assume you have a contact that wants to test market a Medicare Supplement policy that has And let’s assume you have a contact that wants to test market a Medicare Supplement policy that has
something you like and is unique. So, you’d want your list of buyers who get the test of the pitch to be at something you like and is unique. So, you’d want your list of buyers who get the test of the pitch to be at
least able to be the right age for being on Medicare! Baby Boomers aren’t going to be worth wasting the least able to be the right age for being on Medicare! Baby Boomers aren’t going to be worth wasting the
money to go after with a pitch like this. money to go after with a pitch like this.
Targeting and segmenting your lists is going to be very important as you pursue relationship Targeting and segmenting your lists is going to be very important as you pursue relationship
marketing. In the beginning, your lists may not be so segmented, so you will have to work on finding out marketing. In the beginning, your lists may not be so segmented, so you will have to work on finding out
what you can about as many customers as possible. This can be done by outsourcing marketing research what you can about as many customers as possible. This can be done by outsourcing marketing research
companies who will call or mail your list to find out as much as they can about your current customers. companies who will call or mail your list to find out as much as they can about your current customers.
You can also do things on your own like offer free gifts for responding to surveys or questionnaires. No You can also do things on your own like offer free gifts for responding to surveys or questionnaires. No
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matter what you do now with existing customers, you won’t be able to maximize demographic info matter what you do now with existing customers, you won’t be able to maximize demographic info
because of the fact that many of these people won’t cooperate in answering our questions no matter how because of the fact that many of these people won’t cooperate in answering our questions no matter how
much we try to “bribe” them to do so. much we try to “bribe” them to do so.
As you know, the two processes of acquiring PT’s, and then realizing their ongoing Lifetime As you know, the two processes of acquiring PT’s, and then realizing their ongoing Lifetime
Value have been and should be linked. You have spent a lot of years, and a lot of miles on your shoes, Value have been and should be linked. You have spent a lot of years, and a lot of miles on your shoes,
getting PT’s to move on board. Now’s the time to get them in to your loop without going to trade shows, getting PT’s to move on board. Now’s the time to get them in to your loop without going to trade shows,
schlepping machines around, or any other manual labor! It’s time to automate the process and to get them schlepping machines around, or any other manual labor! It’s time to automate the process and to get them
to help their patients as we described, thus helping everyone. to help their patients as we described, thus helping everyone.
One question that often comes up is, “How much should one spend chasing a lead before giving One question that often comes up is, “How much should one spend chasing a lead before giving
up?” Which is a good question. Let’s answer it by saying the Lifetime Value Of A Customer has a big up?” Which is a good question. Let’s answer it by saying the Lifetime Value Of A Customer has a big
bearing on this answer. Let’s use numeric examples to illustrate. Let’s say that after redoing your bearing on this answer. Let’s use numeric examples to illustrate. Let’s say that after redoing your
marketing system to PT’s, it’s established that a new PT who converts and becomes a “referral giver”, and marketing system to PT’s, it’s established that a new PT who converts and becomes a “referral giver”, and
is worth on the low end only $600 to you on average for the first sale, and another $2,000 over a year. is worth on the low end only $600 to you on average for the first sale, and another $2,000 over a year.
And, let’s say it costs you $15 to get a good lead from your ads. So, out of leads generated, how much can And, let’s say it costs you $15 to get a good lead from your ads. So, out of leads generated, how much can
you spend following up with them each to get only one to convert and break-even? Well, if we spend an you spend following up with them each to get only one to convert and break-even? Well, if we spend an
additional $5 per lead on sequenced steps, we’d have a total of $20 per lead spent. So, if these numbers additional $5 per lead on sequenced steps, we’d have a total of $20 per lead spent. So, if these numbers
were true, you’d have to convert one out of every thirty leads to break-even ($20 lead cost times 30 leads were true, you’d have to convert one out of every thirty leads to break-even ($20 lead cost times 30 leads
equals the average first sale of $600). So, under this hypothetical situation, the questions are: (1) do we equals the average first sale of $600). So, under this hypothetical situation, the questions are: (1) do we
think we’ll be able to convert one out of 30 leads? (2) If I spend $600 on each of the 30 leads and break- think we’ll be able to convert one out of 30 leads? (2) If I spend $600 on each of the 30 leads and break-
even on that group with one front-end sale, is the Lifetime Value worth the investment? The CD clubs, even on that group with one front-end sale, is the Lifetime Value worth the investment? The CD clubs,
most charities, and other loss leader businesses use this method of analysis. If this makes sense, it is most charities, and other loss leader businesses use this method of analysis. If this makes sense, it is
something to decide upon. Do you want to spend up to 100% of the first sale for a group of leads because something to decide upon. Do you want to spend up to 100% of the first sale for a group of leads because
the average Lifetime Value is high enough, or do you want to stop earlier? We know how we do it, and the average Lifetime Value is high enough, or do you want to stop earlier? We know how we do it, and
recommend doing it, but this is something you’d have to consider and evaluate in the beginning, and recommend doing it, but this is something you’d have to consider and evaluate in the beginning, and
could change your mind on as testing provides real numbers. could change your mind on as testing provides real numbers.
Don’t forget that these patients who enroll in the AAA Rehabilitation And Management System Don’t forget that these patients who enroll in the AAA Rehabilitation And Management System
will be prospects for everything else you guys either sell now, or will be selling in the future, as we’ll be will be prospects for everything else you guys either sell now, or will be selling in the future, as we’ll be
discussing in the next section regarding the RBC infomercial buyers. discussing in the next section regarding the RBC infomercial buyers.
Finally, a note with regard to the production and use of video’s for the medical market. We Finally, a note with regard to the production and use of video’s for the medical market. We
suggest you take a tip from the infomercial format and rescue all videos from the academic/clinical arena. suggest you take a tip from the infomercial format and rescue all videos from the academic/clinical arena.
Certainly the PT presentation requires a higher level of conversation than the basic consumer. However, Certainly the PT presentation requires a higher level of conversation than the basic consumer. However,
without testimonials from PT’s and patients interspersed throughout the video, as well as other proven without testimonials from PT’s and patients interspersed throughout the video, as well as other proven
Emotional Response copy scripted in, even the academic can get lost and bored in an academic style of Emotional Response copy scripted in, even the academic can get lost and bored in an academic style of
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presentation. presentation.
We also feel there should be frequent references to “AAA Rehabilitation And Management We also feel there should be frequent references to “AAA Rehabilitation And Management
System”, and “The Customer Care Program” (or whatever we come up with) throughout the video, and it System”, and “The Customer Care Program” (or whatever we come up with) throughout the video, and it
should be laced with 800 numbers to call, and activities ranging from contests to various professional should be laced with 800 numbers to call, and activities ranging from contests to various professional
trivia quizzes or the like to promote interaction between the client and 5-STAR/HR. trivia quizzes or the like to promote interaction between the client and 5-STAR/HR.
Furthermore, we suggest that videos be developed to address specific injuries and specific rehab Furthermore, we suggest that videos be developed to address specific injuries and specific rehab
protocols (i.e. a knee injury, hip injury, rotator cuff, or an ankle injury) that a PT can send home with a protocols (i.e. a knee injury, hip injury, rotator cuff, or an ankle injury) that a PT can send home with a
patient. Videos should be built around a follow the leader (like high energy aerobic instructors) type of patient. Videos should be built around a follow the leader (like high energy aerobic instructors) type of
format so that when the patient plugs it into a VCR, he can work along with it just like women do with format so that when the patient plugs it into a VCR, he can work along with it just like women do with
Jane Fonda, but getting the highest level of professional guidance. (The energy level and motivation of a Jane Fonda, but getting the highest level of professional guidance. (The energy level and motivation of a
really good talent as an instructor is really important, and can be accompanied by a real PT type if desired, really good talent as an instructor is really important, and can be accompanied by a real PT type if desired,
for example.) This will result in a library of videos that can turn into a business in itself for the PT facility. for example.) This will result in a library of videos that can turn into a business in itself for the PT facility.
Consumer Market From Infomercial(s) Consumer Market From Infomercial(s)
3. Develop a sequential, Direct Response oriented newsletter (preferably from Arnold and Pamela) for 3. Develop a sequential, Direct Response oriented newsletter (preferably from Arnold and Pamela) for
existing infomercial clients aimed at cultivating a Lifetime Value Of A Customer for all kinds of other existing infomercial clients aimed at cultivating a Lifetime Value Of A Customer for all kinds of other
products/services offered by people they already like and trust, 5-STAR/HR. This will require little to no products/services offered by people they already like and trust, 5-STAR/HR. This will require little to no
effort on the part of Arnold and Pamela, Republic Broadcast, or 5-STAR, yet will take full (profitable) effort on the part of Arnold and Pamela, Republic Broadcast, or 5-STAR, yet will take full (profitable)
advantage of the lifelong customer potential of the clients you are already developing at a rapid rate advantage of the lifelong customer potential of the clients you are already developing at a rapid rate
through the infomercial. through the infomercial.
This newsletter should be very down to earth and as un-technical or jargony as possible. You’ll This newsletter should be very down to earth and as un-technical or jargony as possible. You’ll
want to have monthly before/after testimonial contests, so you can feature customers and encourage want to have monthly before/after testimonial contests, so you can feature customers and encourage
submissions of written, taped or photographic proof of how good the HR works. These will have many submissions of written, taped or photographic proof of how good the HR works. These will have many
uses in your marketing materials as well as in products to aid in refund prevention and usage increase. uses in your marketing materials as well as in products to aid in refund prevention and usage increase.
You should have success stories, fun facts, a tip of the month, the HR exercise of the month, possibly You should have success stories, fun facts, a tip of the month, the HR exercise of the month, possibly
guest columnists, controversial topics, info they won’t get in other conventional publications, something guest columnists, controversial topics, info they won’t get in other conventional publications, something
legitimate to do with sex/vanity, and so on. If you can get Arnold and Pamela, they can each “write” legitimate to do with sex/vanity, and so on. If you can get Arnold and Pamela, they can each “write”
(ghostwritten) a column with their picture on it. Besides testimonial and before/after photos, other photos (ghostwritten) a column with their picture on it. Besides testimonial and before/after photos, other photos
that demonstrate a slice of life or story should be used. (A rehab case, or pictures from a that demonstrate a slice of life or story should be used. (A rehab case, or pictures from a
seminar/bootcamp, etc.) You might want to put diagrams or drawings in, if they also illustrate a benefit of seminar/bootcamp, etc.) You might want to put diagrams or drawings in, if they also illustrate a benefit of
your product. The worst thing besides not sending them anything is to send them something boring your product. The worst thing besides not sending them anything is to send them something boring
and conventional. and conventional.
Looking at the 16,000 (24% of the 66,000 monthly leads) new buyers each month, we suggest a Looking at the 16,000 (24% of the 66,000 monthly leads) new buyers each month, we suggest a
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Arnold and Pamela Newsletter, 100% ghostwritten so they need to do absolutely nothing except look it Arnold and Pamela Newsletter, 100% ghostwritten so they need to do absolutely nothing except look it
over once a month and OK whatever is being said in their name. The newsletter must be a Direct over once a month and OK whatever is being said in their name. The newsletter must be a Direct
Response informational/sales piece that aims to inform clients with regard to fitness and their new Health Response informational/sales piece that aims to inform clients with regard to fitness and their new Health
Rejuvenator, and any unlimited number of related topics. (We understand that there might be either Rejuvenator, and any unlimited number of related topics. (We understand that there might be either
legitimate or totally stupid reasons why either of them or both would not want their pictures and by-lines legitimate or totally stupid reasons why either of them or both would not want their pictures and by-lines
on a newsletter going out to hundreds of thousands of people each month, and become known as fitness on a newsletter going out to hundreds of thousands of people each month, and become known as fitness
GURUS. Many household names have been built through a correctly done newsletter, so imagine the GURUS. Many household names have been built through a correctly done newsletter, so imagine the
power of these two household names getting theirs in the marketplace. If it ends up that they or their power of these two household names getting theirs in the marketplace. If it ends up that they or their
agents/handlers say no, or make it ridiculously expensive, or if it’s too much hassle to even contemplate, agents/handlers say no, or make it ridiculously expensive, or if it’s too much hassle to even contemplate,
then alternative celebrities and/or Bill/John could do the same thing. Obviously, getting Arnold and then alternative celebrities and/or Bill/John could do the same thing. Obviously, getting Arnold and
Pamela would be the most congruent, and probably carry the most impact with the customers. But, if they Pamela would be the most congruent, and probably carry the most impact with the customers. But, if they
aren’t usable, that doesn’t in any way invalidate this marketing system.) aren’t usable, that doesn’t in any way invalidate this marketing system.)
Included in each newsletter will be flyers (see enclosed golf examples, etc.) describing back-end Included in each newsletter will be flyers (see enclosed golf examples, etc.) describing back-end
products ranging from Vitamins to Bootcamps, Beginning, Intermediate, and Advanced and/or products ranging from Vitamins to Bootcamps, Beginning, Intermediate, and Advanced and/or
demographic specific workout videos, Tape of the Month continuity product, Ab Developers and demographic specific workout videos, Tape of the Month continuity product, Ab Developers and
Autocanes (with new names of course), medicine balls, upgraded Health Rejuvenators and accessories, Autocanes (with new names of course), medicine balls, upgraded Health Rejuvenators and accessories,
software, telephone coaching, Acme Training System (which, as a separate note, we think needs to be software, telephone coaching, Acme Training System (which, as a separate note, we think needs to be
done by you guys, since there is a good chance it’s going to be the next wave of fitness fad, and could done by you guys, since there is a good chance it’s going to be the next wave of fitness fad, and could
also be incorporated into your new category you’re going to create, like a better name for “functional”) or also be incorporated into your new category you’re going to create, like a better name for “functional”) or
whatever else the customers tell you they want or don’t want by testing new offers in each issue, just like whatever else the customers tell you they want or don’t want by testing new offers in each issue, just like
testing to strangers. Some stuff will sell well, and others you won’t be able to give away. The beauty of testing to strangers. Some stuff will sell well, and others you won’t be able to give away. The beauty of
this is that like cold marketing you test and see what the response is. The only thing we know for sure is this is that like cold marketing you test and see what the response is. The only thing we know for sure is
that both 5-STAR/HR and RBC are leaving MILLIONS OF DOLLARS on the table by not taking that both 5-STAR/HR and RBC are leaving MILLIONS OF DOLLARS on the table by not taking
advantage of the biggest asset in your possession. (Now, we’d be safe to guess that RBC is renting the advantage of the biggest asset in your possession. (Now, we’d be safe to guess that RBC is renting the
list, but that doesn’t matter to you, unless you want to negotiate a piece of the list rental income.) list, but that doesn’t matter to you, unless you want to negotiate a piece of the list rental income.)
The only way to find out what the customers want is to test for two or three months and see which The only way to find out what the customers want is to test for two or three months and see which
offers work better and what the potential really is. If you find a really strong back-end, like we did in the offers work better and what the potential really is. If you find a really strong back-end, like we did in the
golf business, for example, you can be safe in expanding the tests until you know that a full rollout is safe golf business, for example, you can be safe in expanding the tests until you know that a full rollout is safe
and predictably profitable. and predictably profitable.
If the tests bomb, then since you only mailed a small portion of the list, your loss would be small. If the tests bomb, then since you only mailed a small portion of the list, your loss would be small.
Although, we’ve never seen a customer list that didn’t produce a profitable back-end with a properly done Although, we’ve never seen a customer list that didn’t produce a profitable back-end with a properly done
newsletter/personal relationship marketing. Keep in mind that some of the most profitable PAID newsletter/personal relationship marketing. Keep in mind that some of the most profitable PAID
newsletters out there are health/longevity related, so a free one may work very well. newsletters out there are health/longevity related, so a free one may work very well.
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Offering the newsletter as a paid subscription is a possibility, but is a totally different business. Offering the newsletter as a paid subscription is a possibility, but is a totally different business.
Here’s why. If your entire customer base were hit to buy a newsletter subscription with a well-done Here’s why. If your entire customer base were hit to buy a newsletter subscription with a well-done
Emotional Direct Response Marketing piece, you’d get some percentage to subscribe, probably in the Emotional Direct Response Marketing piece, you’d get some percentage to subscribe, probably in the
single digits, or at best, in the low double digits. Then, if you only mailed this smaller group the single digits, or at best, in the low double digits. Then, if you only mailed this smaller group the
newsletter and product/service pitches, you’d be missing a lot of potential buyers of other stuff who, for newsletter and product/service pitches, you’d be missing a lot of potential buyers of other stuff who, for
whatever reason. didn’t want to buy the subscription. Now, sometimes making them pay for the whatever reason. didn’t want to buy the subscription. Now, sometimes making them pay for the
newsletter will identify more qualified prospects for buying other stuff. Which may be true. But, it may newsletter will identify more qualified prospects for buying other stuff. Which may be true. But, it may
also not be true. The only real way to find out would be to test. You could also do a paid deal and only also not be true. The only real way to find out would be to test. You could also do a paid deal and only
send the newsletter out to them, and mail the non-subscribers the product pitches only without the send the newsletter out to them, and mail the non-subscribers the product pitches only without the
newsletter. We know that this might be a little confusing, but there are a number of options, none of newsletter. We know that this might be a little confusing, but there are a number of options, none of
which is right or wrong at the outset. The decisions may be made simply by personality of the owners. which is right or wrong at the outset. The decisions may be made simply by personality of the owners.
You may not want to mess around with a paid newsletter business, for example, or you may want to test You may not want to mess around with a paid newsletter business, for example, or you may want to test
different options and see how things go over a few months. different options and see how things go over a few months.
Whether free or paid, another option is to offer a one or two year deal to become a member of the Whether free or paid, another option is to offer a one or two year deal to become a member of the
“National Healthy & Fit Association” (made up name) and bill the whole thing as a “membership” with “National Healthy & Fit Association” (made up name) and bill the whole thing as a “membership” with
benefits like discounts on your stuff, deals with outside vendors in joint venture relationships, gift benefits like discounts on your stuff, deals with outside vendors in joint venture relationships, gift
certificates for seminars, or any other number of benefits. You would get a lot of interest and readership, certificates for seminars, or any other number of benefits. You would get a lot of interest and readership,
but we will not know the average value of a customer being enrolled in such a membership until several but we will not know the average value of a customer being enrolled in such a membership until several
months of testing have been completed. Of course, you have the option of doing the same thing as a free months of testing have been completed. Of course, you have the option of doing the same thing as a free
membership, much like we have done in the golf business. One thing about a free subscription or membership, much like we have done in the golf business. One thing about a free subscription or
membership that includes a free newsletter subscription, that is almost always true...is it is very difficult membership that includes a free newsletter subscription, that is almost always true...is it is very difficult
to convert them to paid subscriptions later. If this becomes a goal to get a paid newsletter/membership, to convert them to paid subscriptions later. If this becomes a goal to get a paid newsletter/membership,
you’d pretty much have to start out that way if you want to have a chance to make it work. you’d pretty much have to start out that way if you want to have a chance to make it work.
For simplicity’s sake, let’s talk numerical terms. If a rollout occurred and you had 200,000 For simplicity’s sake, let’s talk numerical terms. If a rollout occurred and you had 200,000
customers at that time, assuming that the cost of mailing the newsletter would be under $1 per newsletter customers at that time, assuming that the cost of mailing the newsletter would be under $1 per newsletter
(probably around 65¢ - 70¢ each in quantity) sent to the current HR buyers each month (plus the new (probably around 65¢ - 70¢ each in quantity) sent to the current HR buyers each month (plus the new
1,500 or so a month being generated from the sequential mailing discussed next), you’d be spending 1,500 or so a month being generated from the sequential mailing discussed next), you’d be spending
approximately $140,000 mailing to customers per month. approximately $140,000 mailing to customers per month.
Keep in mind that the net profit on such back-end newsletter sales is usually substantially higher Keep in mind that the net profit on such back-end newsletter sales is usually substantially higher
than your overall net profits because there is only 70¢ cost of making each sale, instead of whatever the than your overall net profits because there is only 70¢ cost of making each sale, instead of whatever the
cost per sale would be on the front-end. This is important as it means your break-even on this type of cost per sale would be on the front-end. This is important as it means your break-even on this type of
promotion is far lower and your net margins, when successful, are way higher. For example, while we promotion is far lower and your net margins, when successful, are way higher. For example, while we
don’t know RBC’s figures on their advertising cost per sale, but on an expensive product like the HR, don’t know RBC’s figures on their advertising cost per sale, but on an expensive product like the HR,
their cost per sale can average $100, $200 or more per unit. A hypothetical example for illustration would their cost per sale can average $100, $200 or more per unit. A hypothetical example for illustration would
be if you tried to do a cold direct mail solicitation to a list for selling the soon to be renamed “Ab be if you tried to do a cold direct mail solicitation to a list for selling the soon to be renamed “Ab
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Developer.” If you were successful, your cost per sale could be as high as $50-75 which, after subtracting Developer.” If you were successful, your cost per sale could be as high as $50-75 which, after subtracting
the “hard costs” and any royalties, shipping, or other direct costs of making the sale, might leave you a net the “hard costs” and any royalties, shipping, or other direct costs of making the sale, might leave you a net
margin of 10% or less. We don’t know the exact hard costs, but if we assume they are $20 per unit, your margin of 10% or less. We don’t know the exact hard costs, but if we assume they are $20 per unit, your
true net at $95 retail would be $5-$10 per unit sold as a front-end product, after subtracting the advertising true net at $95 retail would be $5-$10 per unit sold as a front-end product, after subtracting the advertising
and other sales related costs. This is not uncommon, and even the best front-end promotions will have and other sales related costs. This is not uncommon, and even the best front-end promotions will have
lower net margins directly caused by the advertising/promotional cost per sale. This is virtually absent on lower net margins directly caused by the advertising/promotional cost per sale. This is virtually absent on
the back-end sales! If you sell “Ab Developer” to customers through the back-end mechanism, your net the back-end sales! If you sell “Ab Developer” to customers through the back-end mechanism, your net
could be $50-60, which is $50-$55 higher than from a front-end sale! could be $50-60, which is $50-$55 higher than from a front-end sale!
Now, if only 3% bought (which is very low), that would mean an extra 6,000 purchases per Now, if only 3% bought (which is very low), that would mean an extra 6,000 purchases per
month. If they averaged $58 per purchase of whatever, that would generate an added $350,000 monthly month. If they averaged $58 per purchase of whatever, that would generate an added $350,000 monthly
revenue. Under this low end scenario (again, to be done only after testing, so we’d never be spending this revenue. Under this low end scenario (again, to be done only after testing, so we’d never be spending this
kind of dough until the testing was complete and successful), and the net is 40% after all “hard and direct” kind of dough until the testing was complete and successful), and the net is 40% after all “hard and direct”
costs on average on these sales, we will have generated a break-even scenario, providing a net of the same costs on average on these sales, we will have generated a break-even scenario, providing a net of the same
$140,000 it cost to mail. Now, if this is the break-even scenario, if you sold 4% at an average of $100, $140,000 it cost to mail. Now, if this is the break-even scenario, if you sold 4% at an average of $100,
your sales are $800,000 per month, with a net of $320,000, over double the cost of mailing! Keep in mind your sales are $800,000 per month, with a net of $320,000, over double the cost of mailing! Keep in mind
that it’s not unusual to sell 10% or more of the customers something each month, and with your type of that it’s not unusual to sell 10% or more of the customers something each month, and with your type of
products, an average of $100 per sale is not too aggressive, and could even be a little low. Don’t forget products, an average of $100 per sale is not too aggressive, and could even be a little low. Don’t forget
what would happen if you started one or more continuity programs (where someone gets the stuff each what would happen if you started one or more continuity programs (where someone gets the stuff each
month and you get to hit their card automatically) where you eventually get only 4% of them spending month and you get to hit their card automatically) where you eventually get only 4% of them spending
$30 a month, which would be 8,000 continuity buyers times $30, which is $240,000 a month in gross $30 a month, which would be 8,000 continuity buyers times $30, which is $240,000 a month in gross
revenue. If the product was an information product, or a super high margin item like private label revenue. If the product was an information product, or a super high margin item like private label
supplements or whatever, your net could be $20 per sale, or $160,000 per month...which would cover supplements or whatever, your net could be $20 per sale, or $160,000 per month...which would cover
your mailing costs each month before you ever turn the lights on! Which would mean your net from the your mailing costs each month before you ever turn the lights on! Which would mean your net from the
other back-end sales each month would fall right to the bottom line, since the back-end is self-liquidating other back-end sales each month would fall right to the bottom line, since the back-end is self-liquidating
from the continuity programs! We’ve seen this happen many times, so it is not unusual to be in such an from the continuity programs! We’ve seen this happen many times, so it is not unusual to be in such an
amazingly profitable set up! amazingly profitable set up!
If you remember, we discussed the three concentric rings of customers you’ll dig up on the back- If you remember, we discussed the three concentric rings of customers you’ll dig up on the back-
end. The largest circle is the folks who may buy something every now and then, or buy nothing at all. The end. The largest circle is the folks who may buy something every now and then, or buy nothing at all. The
smaller circle inside that one is people who will buy fairly regularly, sign up for continuity programs, and smaller circle inside that one is people who will buy fairly regularly, sign up for continuity programs, and
be pretty dependable repeat buyers. The inner circle will be the smallest percentage, but will buy be pretty dependable repeat buyers. The inner circle will be the smallest percentage, but will buy
everything you offer. They will be your biggest source of profits from the back-end. This is another everything you offer. They will be your biggest source of profits from the back-end. This is another
reason why it’s so important to segment your database by people who are frequent/bigger ticket buyers vs. reason why it’s so important to segment your database by people who are frequent/bigger ticket buyers vs.
the second group of occasional buyers, and the largest group of low frequency or no frequency buyers. the second group of occasional buyers, and the largest group of low frequency or no frequency buyers.
(After giving people in the third category awhile, they can be dropped from the list if they prove to be (After giving people in the third category awhile, they can be dropped from the list if they prove to be
worthless, which will continue to cull out your deadwood, and improve efficiency and profitability of worthless, which will continue to cull out your deadwood, and improve efficiency and profitability of
your follow-ups. your follow-ups.
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(Note - We realize that you’re going to have to cut a deal with RBC about this. With regard to who (Note - We realize that you’re going to have to cut a deal with RBC about this. With regard to who
pays for what, we see two scenarios. (1) 5-STAR/HR incurs the cost and pays Republic Broadcast a pays for what, we see two scenarios. (1) 5-STAR/HR incurs the cost and pays Republic Broadcast a
royalty on sales. (2) Republic Broadcast incurs the cost and pays 5-STAR/HR a royalty. From your point royalty on sales. (2) Republic Broadcast incurs the cost and pays 5-STAR/HR a royalty. From your point
of view, if the testing proves successful, you’d probably be better off paying the costs yourself, of view, if the testing proves successful, you’d probably be better off paying the costs yourself,
outsourcing the administration, and paying them a royalty. If you or they want them to pay for and outsourcing the administration, and paying them a royalty. If you or they want them to pay for and
administer everything, your take on this would probably be lower. You’d have to decide what you want to administer everything, your take on this would probably be lower. You’d have to decide what you want to
do and approach them with a proposal and see what happens. Until RBC is contacted and pitched, there’s do and approach them with a proposal and see what happens. Until RBC is contacted and pitched, there’s
nothing that can be done. But, the first step is deciding what you want to test, and calculate the exact nothing that can be done. But, the first step is deciding what you want to test, and calculate the exact
costs, which we cannot do until we get to the next step of decision-making. costs, which we cannot do until we get to the next step of decision-making.
The bottom line...is that your bottom line could be expanded tremendously! And most The bottom line...is that your bottom line could be expanded tremendously! And most
importantly, you’re building a loyal back-end clientele that other infomercial successes almost importantly, you’re building a loyal back-end clientele that other infomercial successes almost
never have, and that you may sorely need if and when the front -end from TV starts to slow down, never have, and that you may sorely need if and when the front -end from TV starts to slow down,
or GOD forbid, stops! This back-end marketing needs to be implemented NOW, so if the inevitable or GOD forbid, stops! This back-end marketing needs to be implemented NOW, so if the inevitable
front -end slowdown shows up, it won’t matter! If the front-end stays strong, then all you’ve done is front -end slowdown shows up, it won’t matter! If the front-end stays strong, then all you’ve done is
add big numbers to the bottom line...and protect yourself on the downside! add big numbers to the bottom line...and protect yourself on the downside!
4. The fact that the unconverted leads from TV are either not being followed up with, or are weakly being 4. The fact that the unconverted leads from TV are either not being followed up with, or are weakly being
chased down, makes us cringe. We have to develop sequentialized, Direct Response oriented follow-up chased down, makes us cringe. We have to develop sequentialized, Direct Response oriented follow-up
sales letters (reports) and/or other materials aimed at the 76% of infomercial callers who are, for whatever sales letters (reports) and/or other materials aimed at the 76% of infomercial callers who are, for whatever
reason, not quite ready to buy yet. These will be mailed out every 15-30 days and tracked closely so that reason, not quite ready to buy yet. These will be mailed out every 15-30 days and tracked closely so that
we know scientifically when the mailing is profitable or unprofitable. This part of the plan is designed to we know scientifically when the mailing is profitable or unprofitable. This part of the plan is designed to
make sure that we’re harvesting the full potential of the crop of callers who have been generated through make sure that we’re harvesting the full potential of the crop of callers who have been generated through
the infomercial and, of course, a significant percentage of these subsequent clients will then turn into the infomercial and, of course, a significant percentage of these subsequent clients will then turn into
lifelong customers for 5-STAR/HR as described previously. lifelong customers for 5-STAR/HR as described previously.
In numerical terms, presuming 66,000 new leads per month, with 76% or 50,000 callers not In numerical terms, presuming 66,000 new leads per month, with 76% or 50,000 callers not
buying, mailing out 50,000 pieces in a 3 step, sequenced campaign at $2.50 total for the three steps per buying, mailing out 50,000 pieces in a 3 step, sequenced campaign at $2.50 total for the three steps per
(lead) caller, we’d be spending $125,000 per month. Assuming a total of 3% conversion ratio, we’d be (lead) caller, we’d be spending $125,000 per month. Assuming a total of 3% conversion ratio, we’d be
selling 1,500 more units per month and generating an added $900,000 per month of new sales, minus selling 1,500 more units per month and generating an added $900,000 per month of new sales, minus
$125,000 of expenditure, comes to an added $775,000 of gross profit revenue per month! The follow-up $125,000 of expenditure, comes to an added $775,000 of gross profit revenue per month! The follow-up
piece we saw that you gave us in your office is, as you’re surely going to know by now, too boring and piece we saw that you gave us in your office is, as you’re surely going to know by now, too boring and
dry. It’s missing the Emotional Direct Response elements of a “Hit ‘em with a Hammer” headline, no dry. It’s missing the Emotional Direct Response elements of a “Hit ‘em with a Hammer” headline, no
before/afters, no stories, case studies, tear jerkers, etc. before/afters, no stories, case studies, tear jerkers, etc.
We’d suggest something more along the lines of: We’d suggest something more along the lines of:
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“48 Year Old Divorced Woman Loses 27 Pounds, “48 Year Old Divorced Woman Loses 27 Pounds,
Gets Into A Size 8 In Only Five Weeks Using Health Gets Into A Size 8 In Only Five Weeks Using Health
Rejuvenator! Ex-Husband So Shocked He Asks Her Rejuvenator! Ex-Husband So Shocked He Asks Her
Back, And She Tells Him Her New Boyfriend Wouldn’t Back, And She Tells Him Her New Boyfriend Wouldn’t
Like It!” Like It!”
Or whatever. (We know this is made up, but we know you have tons of just as good real stories to Or whatever. (We know this is made up, but we know you have tons of just as good real stories to
use as follow-ups to the TV show leads!) use as follow-ups to the TV show leads!)
We suggest a test of 10,000 names (5,000 in two different campaigns) be done in order to establish We suggest a test of 10,000 names (5,000 in two different campaigns) be done in order to establish
that there is life to the sequenced effort. Then we test how many steps are viable. If, for example, we that there is life to the sequenced effort. Then we test how many steps are viable. If, for example, we
make money in the first three steps as we described, we know we can test a fourth step and beyond. If, for make money in the first three steps as we described, we know we can test a fourth step and beyond. If, for
instance, in the fourth step we made $75 for every $50 spent, and in the fifth step we made $60 for every instance, in the fourth step we made $75 for every $50 spent, and in the fifth step we made $60 for every
$50 spent, and in the sixth step we made only $40 for every $50 spent, we’d know that a five step $50 spent, and in the sixth step we made only $40 for every $50 spent, we’d know that a five step
sequence is the end of the process. When the test is completed and if it justifies itself, we should roll it on sequence is the end of the process. When the test is completed and if it justifies itself, we should roll it on
out to the entire population of leads starting with the freshest ones, and working backwards slowly testing out to the entire population of leads starting with the freshest ones, and working backwards slowly testing
the older leads in reverse chronological order. (The freshest leads are normally the best, and get worse as the older leads in reverse chronological order. (The freshest leads are normally the best, and get worse as
they age.) they age.)
We would find it hard to imagine that we couldn’t quickly come up with positive results that were We would find it hard to imagine that we couldn’t quickly come up with positive results that were
bringing in more than the cost to chase the leads down. We don’t believe it’s a matter of “if” this will bringing in more than the cost to chase the leads down. We don’t believe it’s a matter of “if” this will
work, only a question of what to say and offer. For example, we could make the same TV offer multiple work, only a question of what to say and offer. For example, we could make the same TV offer multiple
times, and that could work. Or, we could expand the current step down of a used machine, or less times, and that could work. Or, we could expand the current step down of a used machine, or less
expensive model, or upper body, or whatever. The terms could be changed, offering lower payments for a expensive model, or upper body, or whatever. The terms could be changed, offering lower payments for a
longer time, or extra free stuff thrown in, or any number of alternatives to boost the capture of these leads. longer time, or extra free stuff thrown in, or any number of alternatives to boost the capture of these leads.
Again, RBC would have to be consulted and offered proposals of different options on the testing Again, RBC would have to be consulted and offered proposals of different options on the testing
and rollout once the right formula has been proven through testing. and rollout once the right formula has been proven through testing.
Finally, a note with regard to the production and use of videos in the consumer market. We like Finally, a note with regard to the production and use of videos in the consumer market. We like
John’s “do it along with me” assembly section of video very much. We think all 5-STAR/HR videos John’s “do it along with me” assembly section of video very much. We think all 5-STAR/HR videos
should also be produced with this user-friendly “do it along with me” mentality, especially the exercise should also be produced with this user-friendly “do it along with me” mentality, especially the exercise
tapes. In the beginner, intermediate and advanced tapes, Jason Andrews moves from one exercise to the tapes. In the beginner, intermediate and advanced tapes, Jason Andrews moves from one exercise to the
other, and explains things in fairly clinical terms, which we don’t believe that the average person can get other, and explains things in fairly clinical terms, which we don’t believe that the average person can get
much benefit from because they won’t remember the different exercises when they’re presented in the much benefit from because they won’t remember the different exercises when they’re presented in the
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more academic style of presentation. For example, he does not tell the viewer to “get right on your Health more academic style of presentation. For example, he does not tell the viewer to “get right on your Health
Rejuvenator and workout right with me, rep for rep, set for set.” We feel these “follow the leader” videos Rejuvenator and workout right with me, rep for rep, set for set.” We feel these “follow the leader” videos
should have high-energy aerobic type instructors to captivate, keep attention, and entertain to make it fun! should have high-energy aerobic type instructors to captivate, keep attention, and entertain to make it fun!
The current tapes are not what one would describe as entertaining, full of energy, and one that a person The current tapes are not what one would describe as entertaining, full of energy, and one that a person
would repeatedly watch. As with everything else, these tapes should contain before/afters, testimonials, would repeatedly watch. As with everything else, these tapes should contain before/afters, testimonials,
endorsements, contests, recorded message offers, references to and curiosity provoking or greedy reasons endorsements, contests, recorded message offers, references to and curiosity provoking or greedy reasons
to go to your web site (hidden secret type stuff), etc., to reinforce their wise decision to buy, and to to go to your web site (hidden secret type stuff), etc., to reinforce their wise decision to buy, and to
stimulate back-end sales! stimulate back-end sales!
We think that if you segment your database in a variety of ways, there will be the opportunity to We think that if you segment your database in a variety of ways, there will be the opportunity to
custom fit clients with very specific tapes for very specific audiences, depending on age, gender, custom fit clients with very specific tapes for very specific audiences, depending on age, gender,
specific sporting interests, various levels of condition, degree of overweightness, body type, etc. For specific sporting interests, various levels of condition, degree of overweightness, body type, etc. For
example, a tape for women over 45 who are more than 20 pounds overweight, or a tape for men under 35 example, a tape for women over 45 who are more than 20 pounds overweight, or a tape for men under 35
who are already in good shape and into high energy sports, or whatever. The instructors on these specific who are already in good shape and into high energy sports, or whatever. The instructors on these specific
tapes should be appropriate for the audience. For example, if you had a tape for women over 65, the tapes should be appropriate for the audience. For example, if you had a tape for women over 65, the
instructor they are following along with should be an energetic, entertaining woman of similar age and instructor they are following along with should be an energetic, entertaining woman of similar age and
other characteristics of the target audience. This example group would like to see a 60-65 year old woman other characteristics of the target audience. This example group would like to see a 60-65 year old woman
in good shape with lots of energy that could rap and talk to them in empathetic terms they could relate to, in good shape with lots of energy that could rap and talk to them in empathetic terms they could relate to,
as opposed to seeing the leader being a 27 year old, perfectly built, long haired brunette with a skin tight, as opposed to seeing the leader being a 27 year old, perfectly built, long haired brunette with a skin tight,
two piece bathing suit showing off rock hard abs and perfect bust, thong up their butt workout outfit, two piece bathing suit showing off rock hard abs and perfect bust, thong up their butt workout outfit,
ESPN2 type of instructor that these senior women have absolutely nothing in common with, and cannot ESPN2 type of instructor that these senior women have absolutely nothing in common with, and cannot
feel a connection to. The closer we can get to custom fitting a product, the tighter the relationship feel a connection to. The closer we can get to custom fitting a product, the tighter the relationship
becomes, and the more successful the business gets. By the way, these tapes could (should) easily replace becomes, and the more successful the business gets. By the way, these tapes could (should) easily replace
the wall chart with the different exercises pictured on it, which is similar to everyone else’s wall chart, the wall chart with the different exercises pictured on it, which is similar to everyone else’s wall chart,
and one which the typical user does not get much use out of, based on a number of people we asked who and one which the typical user does not get much use out of, based on a number of people we asked who
have bought some type of multi-purpose home equipment. (By the way, this whole interactive thing can have bought some type of multi-purpose home equipment. (By the way, this whole interactive thing can
be set up with voice mail, e-mail or other auto-pilot only mechanisms.) be set up with voice mail, e-mail or other auto-pilot only mechanisms.)
As a side note, the monthly newsletter to buyers can also take on a very client specific character to As a side note, the monthly newsletter to buyers can also take on a very client specific character to
underscore the relationship building efforts here. This can be done with client specific newsletters, or underscore the relationship building efforts here. This can be done with client specific newsletters, or
with a general newsletter with client specific inserts that address specific segments of your database. This with a general newsletter with client specific inserts that address specific segments of your database. This
level of targeting sophistication is being recognized by some companies as being much more profitable, level of targeting sophistication is being recognized by some companies as being much more profitable,
although the number of companies doing this sort of segmenting is still relatively small, which leaves a although the number of companies doing this sort of segmenting is still relatively small, which leaves a
wide open opportunity gap for you to take advantage of. wide open opportunity gap for you to take advantage of.
The end result of having “client specific tapes” will be that 5-STAR/HR has produced a library The end result of having “client specific tapes” will be that 5-STAR/HR has produced a library
from which a patient can choose initially and add to their collection as they improve or lose weight or get from which a patient can choose initially and add to their collection as they improve or lose weight or get
older or whatever, and which can be used in a myriad of other beneficial ways. For example, in the new older or whatever, and which can be used in a myriad of other beneficial ways. For example, in the new
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improved warranty card that prompts a buyer to call and hear Arnold’s secret message, a FREE TAPE OF improved warranty card that prompts a buyer to call and hear Arnold’s secret message, a FREE TAPE OF
YOUR CHOICE from 5-STAR/HR’s video library, could be a strong response motivator. They could be YOUR CHOICE from 5-STAR/HR’s video library, could be a strong response motivator. They could be
used in 5-STAR/HR’s tape of the month club, contests, deals, specials, etc. And once again, all tapes used in 5-STAR/HR’s tape of the month club, contests, deals, specials, etc. And once again, all tapes
should be laced with testimonials, 800 numbers, offers requiring response, and various things the viewer should be laced with testimonials, 800 numbers, offers requiring response, and various things the viewer
can do to interact with 5-STAR/HR. can do to interact with 5-STAR/HR.
5. The material we reviewed for the Personal Trainers Business Opportunity is missing many elements 5. The material we reviewed for the Personal Trainers Business Opportunity is missing many elements
that are necessary to make a business opportunity (bus. op.) work. The letter, commission structure and that are necessary to make a business opportunity (bus. op.) work. The letter, commission structure and
Stocking Program are (gosh, we hate repeating this so often, but it has to be said) is way, way, way, way Stocking Program are (gosh, we hate repeating this so often, but it has to be said) is way, way, way, way
too short and “professional”, and provides no connection, no stimulation of the prospects greed glands to too short and “professional”, and provides no connection, no stimulation of the prospects greed glands to
swell, no psychological penetration down into the deepest parts of their souls where their dreams and swell, no psychological penetration down into the deepest parts of their souls where their dreams and
hopes hide, etc. We have many years experience selling and consulting with bus. ops., and the successful hopes hide, etc. We have many years experience selling and consulting with bus. ops., and the successful
ones all have deeply implanted, long form, Emotional Direct Response Marketing, whether in the form of ones all have deeply implanted, long form, Emotional Direct Response Marketing, whether in the form of
ads, sales letters, audio/videotapes, etc., and corresponding sequential sales letters (reports)/other ads, sales letters, audio/videotapes, etc., and corresponding sequential sales letters (reports)/other
materials to fully capitalize on the leads generated. materials to fully capitalize on the leads generated.
You have several avenues to get this going. First, if you have any leads or groups of people who You have several avenues to get this going. First, if you have any leads or groups of people who
might already be affiliated, and/or familiar with 5-STAR/HR, and who have expressed an interest in might already be affiliated, and/or familiar with 5-STAR/HR, and who have expressed an interest in
developing a full or part-time business as a trainer, they should be approached in the initial testing. developing a full or part-time business as a trainer, they should be approached in the initial testing.
Second, you can use print ads and direct mail to generate new prospects who will be followed up with. Second, you can use print ads and direct mail to generate new prospects who will be followed up with.
There are two ways you can get new prospects into the loop. You can use a self-liquidating model, There are two ways you can get new prospects into the loop. You can use a self-liquidating model,
where you sell a brief book and/or tape about the business of being a personal trainer. This material, where you sell a brief book and/or tape about the business of being a personal trainer. This material,
would be a very general description of the business, how it works, how much one might be able to make, would be a very general description of the business, how it works, how much one might be able to make,
what people do wrong, how to get clients/clients, why HR is so important to their success, have what people do wrong, how to get clients/clients, why HR is so important to their success, have
testimonials, references, before/afters, proof of what you’re saying is true, etc. Very concise, yet testimonials, references, before/afters, proof of what you’re saying is true, etc. Very concise, yet
informative. Then, the material can have a pitch for the full blown Basic or Deluxe turnkey systems that informative. Then, the material can have a pitch for the full blown Basic or Deluxe turnkey systems that
have EVERYTHING they were told to do in the book, all done for them, and/or including a purchase of a have EVERYTHING they were told to do in the book, all done for them, and/or including a purchase of a
HR, and/or a system of making money by selling HR’s to their clients, and so forth. This kit would have HR, and/or a system of making money by selling HR’s to their clients, and so forth. This kit would have
to include, but not be limited to: finished marketing campaigns, ads, scripts, reports, audio/videotapes for to include, but not be limited to: finished marketing campaigns, ads, scripts, reports, audio/videotapes for
them to duplicate, marketing education and instructions, how to run the business, how to train clients, them to duplicate, marketing education and instructions, how to run the business, how to train clients,
how to use the HR to train, how to sell the HR to clients, how to chase leads, how to communicate with how to use the HR to train, how to sell the HR to clients, how to chase leads, how to communicate with
leads and centers of influence and clients, how to hook up with local fitness centers, technical info on leads and centers of influence and clients, how to hook up with local fitness centers, technical info on
conditioning, working out, etc., etc. You’d have to have humans they could interact with at some level, conditioning, working out, etc., etc. You’d have to have humans they could interact with at some level,
either by phone, and/or fax, e-mail, etc. It will not work if they can’t get help and questions answered. either by phone, and/or fax, e-mail, etc. It will not work if they can’t get help and questions answered.
In other words, in order for a bus. op. to succeed, you have to give them everything. You cannot In other words, in order for a bus. op. to succeed, you have to give them everything. You cannot
expect for it to be successful if you only teach them “how to fish.” You have to give them the “fish.” They expect for it to be successful if you only teach them “how to fish.” You have to give them the “fish.” They
don’t want to “learn” anything. They want it done for them. As long as you understand this going into it, don’t want to “learn” anything. They want it done for them. As long as you understand this going into it,
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you’ll be fine. But applying your natural entrepreneurial personalities on others who claim to want to be you’ll be fine. But applying your natural entrepreneurial personalities on others who claim to want to be
in business is a big mistake. Most people are naturally lazy, and bus. op. providers often misunderstand in business is a big mistake. Most people are naturally lazy, and bus. op. providers often misunderstand
the role that must be played if the effort is to pay and be worth doing. the role that must be played if the effort is to pay and be worth doing.
Anyway, the self-liquidating model weeds out the tire kickers and gets a much higher quality lead. Anyway, the self-liquidating model weeds out the tire kickers and gets a much higher quality lead.
Even though they have bought something, we still refer to them as “leads” because the stuff they bought Even though they have bought something, we still refer to them as “leads” because the stuff they bought
is really a way to cover all the advertising costs of lead generation, and to sift out the people who want is really a way to cover all the advertising costs of lead generation, and to sift out the people who want
info but won’t spend a penny. info but won’t spend a penny.
The other model is to use pure free info lead generation, and offer basically (if not exactly) the The other model is to use pure free info lead generation, and offer basically (if not exactly) the
same info that’s in the sold materials. Then you make the same pitches as in the sold info. Doing same info that’s in the sold materials. Then you make the same pitches as in the sold info. Doing
comparative testing is important, as we have seen the winning model vary from market to market. comparative testing is important, as we have seen the winning model vary from market to market.
Sometimes you get too many leads offering free info, and the conversion rates after sequenced attacks are Sometimes you get too many leads offering free info, and the conversion rates after sequenced attacks are
too low to make the deal work, even taking the Lifetime Value into account. Sometimes, this free lead too low to make the deal work, even taking the Lifetime Value into account. Sometimes, this free lead
method works super! Other times, we’ve seen the “selling the free info”, self-liquidating model work method works super! Other times, we’ve seen the “selling the free info”, self-liquidating model work
better. There’s no way to tell without doing side-by-side testing, and see what happens. better. There’s no way to tell without doing side-by-side testing, and see what happens.
Either way, if you build up a stable of bus. op. trainers, you’ll need to do all the same stuff with Either way, if you build up a stable of bus. op. trainers, you’ll need to do all the same stuff with
them as you’re probably sick of hearing by now. Monthly newsletters to them with accompanying pitches them as you’re probably sick of hearing by now. Monthly newsletters to them with accompanying pitches
for HR sales and accessories/related items, bootcamps, tapes, software, client newsletter masters for them for HR sales and accessories/related items, bootcamps, tapes, software, client newsletter masters for them
to send out to their clients, more books, more tapes, continuity products, etc., etc. The best back-end to send out to their clients, more books, more tapes, continuity products, etc., etc. The best back-end
products are consumables that have to be re-bought over and over, like supplements, which can be bought products are consumables that have to be re-bought over and over, like supplements, which can be bought
individually, and/or as part of a continuity program. individually, and/or as part of a continuity program.
(Are you seeing the pattern here?) The back-end on a bus. op. is often where all the money is, as is (Are you seeing the pattern here?) The back-end on a bus. op. is often where all the money is, as is
true with virtually everything else. You can run a few test ads and see what happens, spending small true with virtually everything else. You can run a few test ads and see what happens, spending small
money as the testing is going on. You might want to consider getting a celebrity as a “spokesperson”, to money as the testing is going on. You might want to consider getting a celebrity as a “spokesperson”, to
be featured in the marketing materials, videos, or whatever. See, in general, getting a celeb (Arnold or be featured in the marketing materials, videos, or whatever. See, in general, getting a celeb (Arnold or
Pamela?) to be seen and heard, along with real testimonials makes a big difference. The same “Arnold Pamela?) to be seen and heard, along with real testimonials makes a big difference. The same “Arnold
and Pamela” theory applies to bus. ops. If you had a celeb explaining the deal in the tapes, and if the sales and Pamela” theory applies to bus. ops. If you had a celeb explaining the deal in the tapes, and if the sales
letter was ostensibly written by him or her with their picture all over everything, sales will go up. This is letter was ostensibly written by him or her with their picture all over everything, sales will go up. This is
particularly true, if you want to charge a lot (more than $600-$700 for the initial enrollment fee). You particularly true, if you want to charge a lot (more than $600-$700 for the initial enrollment fee). You
have to charge for the “turnkey business in a box type kit”, and have them be “allowed” to sell HR’s and have to charge for the “turnkey business in a box type kit”, and have them be “allowed” to sell HR’s and
related equipment to their clients. If you give them all this, they will value it as much as they paid for it. related equipment to their clients. If you give them all this, they will value it as much as they paid for it.
Squat. It must be a multi-step screening out process so you get people who have a vested interest in their Squat. It must be a multi-step screening out process so you get people who have a vested interest in their
success because they spent money to be allowed to sell your machines. success because they spent money to be allowed to sell your machines.
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By the way, we cannot give you legal advice, but we would want you to review the issues of not By the way, we cannot give you legal advice, but we would want you to review the issues of not
being considered a franchise, and the bus. op. regulations at the federal and state levels. This stuff isn’t being considered a franchise, and the bus. op. regulations at the federal and state levels. This stuff isn’t
too bad, especially if you’re offering a quality program, but you cannot get involved without proper legal too bad, especially if you’re offering a quality program, but you cannot get involved without proper legal
guidance. guidance.
We don’t know what the potential universe is for people who want to start, or expand a personal We don’t know what the potential universe is for people who want to start, or expand a personal
training business. We’d need some guidance from you on where you think they may be found. We would training business. We’d need some guidance from you on where you think they may be found. We would
want to test the general bus. op. rags to see if they wouldn’t be too wasteful to advertise in, as there may want to test the general bus. op. rags to see if they wouldn’t be too wasteful to advertise in, as there may
not be enough people who want to get into business who are specifically interested in getting into the not be enough people who want to get into business who are specifically interested in getting into the
personal training business. Again, quick testing will give us our answer. We would guess TV would be personal training business. Again, quick testing will give us our answer. We would guess TV would be
too wasteful, being unable to screen out highly probable prospects. The only bus. ops. that work on TV too wasteful, being unable to screen out highly probable prospects. The only bus. ops. that work on TV
are very general, that anyone can do like “no money down real estate”, or “home-based money-making.” are very general, that anyone can do like “no money down real estate”, or “home-based money-making.”
Personal trainers don’t strike us as being in that same general bus. op. category. Personal trainers don’t strike us as being in that same general bus. op. category.
6. So, in order to maximize the profit potential, all these activities must be complimented by a retooling of 6. So, in order to maximize the profit potential, all these activities must be complimented by a retooling of
the mentality of the sales (name change?) department. They must view themselves as counselors the mentality of the sales (name change?) department. They must view themselves as counselors
instead of sales persons. They must ask tons of questions, develop tons of empathy, and an incredibly instead of sales persons. They must ask tons of questions, develop tons of empathy, and an incredibly
strong relationship with customers who turn immediately to 5-STAR/HR when it comes to problems they strong relationship with customers who turn immediately to 5-STAR/HR when it comes to problems they
need solved, because we have real answers to real problems that nobody else has. The result of this part need solved, because we have real answers to real problems that nobody else has. The result of this part
of the action plan is profound and will turn lots more sales without selling anything at all. We’re just of the action plan is profound and will turn lots more sales without selling anything at all. We’re just
solving lots of problems for lots of clients! All this activity will result in a flood of phone calls coming solving lots of problems for lots of clients! All this activity will result in a flood of phone calls coming
into 5-STAR/HR from people who are looking to buy something from us (we’re not chasing them down in into 5-STAR/HR from people who are looking to buy something from us (we’re not chasing them down in
order to sell them). Done right, the sales people will have no time to make outbound calls because they order to sell them). Done right, the sales people will have no time to make outbound calls because they
will be inundated with inbound calls. will be inundated with inbound calls.
7. We think there needs to be some serious examining of what happens when someone gets one of your 7. We think there needs to be some serious examining of what happens when someone gets one of your
products. Obviously, if we improve all your marketing materials, the new, more effective Emotional products. Obviously, if we improve all your marketing materials, the new, more effective Emotional
Response pieces should be included with anything and everything that goes out, as opposed to the matter Response pieces should be included with anything and everything that goes out, as opposed to the matter
of fact throw ins that go in the packages now. One of the problems we experienced, or more correctly of fact throw ins that go in the packages now. One of the problems we experienced, or more correctly
put, didn’t experience, was a WOW experience when we opened the boxes. A WOW experience is one put, didn’t experience, was a WOW experience when we opened the boxes. A WOW experience is one
that literally makes someone say “WOW” when they open up the package. that literally makes someone say “WOW” when they open up the package.
Let’s think of the psychology of someone opening up a new HR, as an example. They’re looking Let’s think of the psychology of someone opening up a new HR, as an example. They’re looking
forward to getting it, and when the box comes, it’s so big and heavy it looks intimidating from the outset. forward to getting it, and when the box comes, it’s so big and heavy it looks intimidating from the outset.
If we remember correctly, there’s nothing on the box that says something like: If we remember correctly, there’s nothing on the box that says something like:
ATTENTION! ATTENTION!
“You’re Only 24 Minutes From Getting Your First, Incomparable, “You’re Only 24 Minutes From Getting Your First, Incomparable,
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Healthy & Fit, Health Rejuvenator Stretch-Out! Don’t Be Intimidated By Healthy & Fit, Health Rejuvenator Stretch-Out! Don’t Be Intimidated By
This Box! Putting Together This ‘One Of A Kind’ Piece of Equipment Is This Box! Putting Together This ‘One Of A Kind’ Piece of Equipment Is
So Easy, Anyone Can Do It! Plus, You’ll Discover How To Get Your So Easy, Anyone Can Do It! Plus, You’ll Discover How To Get Your
Amazing FREE GIFT Inside, And A Special Message From Arnold, So Amazing FREE GIFT Inside, And A Special Message From Arnold, So
Don’t Delay And Open Me Up NOW! Don’t Delay And Open Me Up NOW!
Or whatever. The idea is to get people in a less intimidated frame of mind when the box comes! Or whatever. The idea is to get people in a less intimidated frame of mind when the box comes!
We know of people who have left the HR and other equipment they ordered lay around for months before We know of people who have left the HR and other equipment they ordered lay around for months before
trying to open it! So we have to get them to open it, and entice them with the promise of a free gift, and trying to open it! So we have to get them to open it, and entice them with the promise of a free gift, and
reassure them that it’s easy to put together. Obviously, our own PPS Advertising’s graphic skills are reassure them that it’s easy to put together. Obviously, our own PPS Advertising’s graphic skills are
limited, if not useless, but we need some combination of graphics and copy that make it seem easy while limited, if not useless, but we need some combination of graphics and copy that make it seem easy while
still offering some greedy reason to open it up. (Maybe put the new illustrations we’ll be talking about in still offering some greedy reason to open it up. (Maybe put the new illustrations we’ll be talking about in
a minute on the box itself, so they can see how easy it is with the directions printed on the outside. We a minute on the box itself, so they can see how easy it is with the directions printed on the outside. We
feel if they appeared outside, many people would be much more encouraged to open it up right away. We feel if they appeared outside, many people would be much more encouraged to open it up right away. We
also know no one else does this, but where’s the rule that says instructional graphics can’t be on the also know no one else does this, but where’s the rule that says instructional graphics can’t be on the
outside?) Along these lines, there are other things that can be implemented to increase the WOW outside?) Along these lines, there are other things that can be implemented to increase the WOW
experience, which will decrease refunds, increase repeat purchasing, and assist in capturing demographic experience, which will decrease refunds, increase repeat purchasing, and assist in capturing demographic
data! Here’s what we mean. The instructions that come with the machines are typical instructions. First data! Here’s what we mean. The instructions that come with the machines are typical instructions. First
off, they may seem easy to people familiar with the machine, but they are still too technical and dry. We off, they may seem easy to people familiar with the machine, but they are still too technical and dry. We
had a hard time figuring out what some of the diagrams were showing, and the instructions left many had a hard time figuring out what some of the diagrams were showing, and the instructions left many
things unsaid, assuming that they are so obvious that the owner wouldn’t need any clarification or things unsaid, assuming that they are so obvious that the owner wouldn’t need any clarification or
explanation. These are big assumptions. Many things aren’t obvious to really direction following impaired explanation. These are big assumptions. Many things aren’t obvious to really direction following impaired
people (like advertising guys), and we assure you that if the instructions were written in an advertising people (like advertising guys), and we assure you that if the instructions were written in an advertising
style of clear and unmistakable copy, accompanied by cartoonish, fourth grade level diagrams, you’d style of clear and unmistakable copy, accompanied by cartoonish, fourth grade level diagrams, you’d
reduce customer service and frustration, as well as refunds. reduce customer service and frustration, as well as refunds.
Just as important is the fact that ANYTHING you print up or duplicate must be selling for you. If Just as important is the fact that ANYTHING you print up or duplicate must be selling for you. If
you go through the trouble of printing up directions for assembly, then you should make sure there’s a you go through the trouble of printing up directions for assembly, then you should make sure there’s a
sales message stronger than merely offering replacement parts or accessories on a price list. For example, sales message stronger than merely offering replacement parts or accessories on a price list. For example,
we need to capture the names and demographic data from retail and TV customers. A warranty card that we need to capture the names and demographic data from retail and TV customers. A warranty card that
currently comes with the machines is very basic, and offers little reason for someone to fill it out, or to currently comes with the machines is very basic, and offers little reason for someone to fill it out, or to
send it back. We don’t know for sure, but would risk an educated guess that not many of these cards come send it back. We don’t know for sure, but would risk an educated guess that not many of these cards come
back, and if they do, they don’t give you anything else besides the customers name and address. We don’t back, and if they do, they don’t give you anything else besides the customers name and address. We don’t
know anything about the people who do send it in, nor what is being done with the names that are know anything about the people who do send it in, nor what is being done with the names that are
collected from the retail buyers. Here’s our suggestion for how to improve this process. collected from the retail buyers. Here’s our suggestion for how to improve this process.
If you offer a free gift on the outside of the box to instill more urgency to get people to open up the box If you offer a free gift on the outside of the box to instill more urgency to get people to open up the box
and get the machine built, you obviously need a gift to give them. Here’s how to kill two birds with one and get the machine built, you obviously need a gift to give them. Here’s how to kill two birds with one
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stone. Have a brightly colored flyer taped onto the machine, or as the cover sheet for the instructions (with stone. Have a brightly colored flyer taped onto the machine, or as the cover sheet for the instructions (with
a picture of Arnold or Pamela, if that’s how this goes), or any way to make sure it gets their attention. It a picture of Arnold or Pamela, if that’s how this goes), or any way to make sure it gets their attention. It
should be a really obnoxious color like flaming orange, or chartreuse, or the like. It should have a huge should be a really obnoxious color like flaming orange, or chartreuse, or the like. It should have a huge
headline that says something like: headline that says something like:
Amazing FREE Gift!! Amazing FREE Gift!!

Call Our 24-Hour Toll-Free Recorded Message Hotline Call Our 24-Hour Toll-Free Recorded Message Hotline
To Hear Arnold Reveal The Strangest Fitness To Hear Arnold Reveal The Strangest Fitness
Success Secret That You Won’t Hear About Success Secret That You Won’t Hear About
Anywhere Else...And To Get Your FREE Gift When Anywhere Else...And To Get Your FREE Gift When
You Activate Your FREE Membership In The Healthy You Activate Your FREE Membership In The Healthy
& Fit Association! Call 1-888-555-1234, Anytime To & Fit Association! Call 1-888-555-1234, Anytime To
Hear A Shocking 3-1/2 Minute Message From Arnold, Hear A Shocking 3-1/2 Minute Message From Arnold,
To Get Your Membership Activated, Your Warranty To Get Your Membership Activated, Your Warranty
Registered, And Your FREE Gift Explained And On Its Registered, And Your FREE Gift Explained And On Its
Way To You! This Is A Limited Time Offer, Only Good Way To You! This Is A Limited Time Offer, Only Good
Within 17 Days Of The Date Of Shipping, So Don’t Within 17 Days Of The Date Of Shipping, So Don’t
Delay! The Call And Info Are Free, The Gift Is Free, Delay! The Call And Info Are Free, The Gift Is Free,
And You Can Call Anytime, And You Can Call Anytime,
24-hours! CALL NOW! 24-hours! CALL NOW!
Or something like that. The point is that this will enable you to get people to give you what you Or something like that. The point is that this will enable you to get people to give you what you
want. The recorded message can be set up to be totally automated, so the buyer will be prompted to give want. The recorded message can be set up to be totally automated, so the buyer will be prompted to give
information wanted, and to handle this whole process without any human intervention. Other options for information wanted, and to handle this whole process without any human intervention. Other options for
the buyers could be to fax in a form and/or to register online at your web site. The point is that you have the buyers could be to fax in a form and/or to register online at your web site. The point is that you have
to “bribe” them to get them to do this, and if you can give them something they would really like and that to “bribe” them to get them to do this, and if you can give them something they would really like and that
wouldn’t cost you too much, you’d have the highest possible capture of names and data. On the retail wouldn’t cost you too much, you’d have the highest possible capture of names and data. On the retail
side, you said that many of the retailers do not want package inserts in the machine with the box. Would side, you said that many of the retailers do not want package inserts in the machine with the box. Would
they object to a free recorded message and a free gift being offered to help stop refunds? (Which, of they object to a free recorded message and a free gift being offered to help stop refunds? (Which, of
course, hopefully taking proactive steps like this will accomplish as an important benefit. We’ll be course, hopefully taking proactive steps like this will accomplish as an important benefit. We’ll be
discussing “stick” or refund prevention strategies more specifically in a few minutes.) We understand that discussing “stick” or refund prevention strategies more specifically in a few minutes.) We understand that
this exact copy and idea may need to be modified for any number of reasons (Arnold or Pamela saying this exact copy and idea may need to be modified for any number of reasons (Arnold or Pamela saying
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no), and that a free gift would have to be acquired or invented (could modified versions of Jason’s book no), and that a free gift would have to be acquired or invented (could modified versions of Jason’s book
be the gift and/or used as a bonus for certain offers like the PT Silver package, and/or sold as a front-end be the gift and/or used as a bonus for certain offers like the PT Silver package, and/or sold as a front-end
piece, or heir choice of a situation specific video, or enrollment in the ‘Video Of The Month Club’?), but piece, or heir choice of a situation specific video, or enrollment in the ‘Video Of The Month Club’?), but
the details aren’t what’s most important at this stage. It’s the concept of getting those names and the details aren’t what’s most important at this stage. It’s the concept of getting those names and
characteristics that’s important. characteristics that’s important.
Let’s discuss costs of something like this for a second. We know that of the total number of retail Let’s discuss costs of something like this for a second. We know that of the total number of retail
buyers, no matter if we offered nude photos as the gift, not everyone’s going to call, but once we get the buyers, no matter if we offered nude photos as the gift, not everyone’s going to call, but once we get the
right pitch down, some percentage will call and leave their name and address with the caller-ID captured right pitch down, some percentage will call and leave their name and address with the caller-ID captured
phone number, and the written or recorded survey completed to get the demographic data. A percentage phone number, and the written or recorded survey completed to get the demographic data. A percentage
that will be less than 100%, but far more than with the more conventional warranty card concept. The that will be less than 100%, but far more than with the more conventional warranty card concept. The
phone numbers called should be traced to the retail outlet if possible. If there’s no way to tell which store phone numbers called should be traced to the retail outlet if possible. If there’s no way to tell which store
chain sold the units, then hopefully we can find out how many units were sold with the capturing chain sold the units, then hopefully we can find out how many units were sold with the capturing
materials in them, and see how many completed calls or faxes or e-mails came in to determine the materials in them, and see how many completed calls or faxes or e-mails came in to determine the
conversion percentage. conversion percentage.
For the sake of discussion, let’s say 50% of the buyers called in. If you’re selling 20,000 units a For the sake of discussion, let’s say 50% of the buyers called in. If you’re selling 20,000 units a
month, that would be 10,000 registrations. If it cost you $5 per name captured, you would spend $50,000 month, that would be 10,000 registrations. If it cost you $5 per name captured, you would spend $50,000
in that month to capture the names. Now, let’s see what could happen as a result of getting these names. in that month to capture the names. Now, let’s see what could happen as a result of getting these names.
First, you would rent the names out through a list manager, and could average $1-$4 per name per year, First, you would rent the names out through a list manager, and could average $1-$4 per name per year,
depending on the deal you cut with the list broker/manager, and how often the list gets used and repeated depending on the deal you cut with the list broker/manager, and how often the list gets used and repeated
by users who find it works for them. (By the way, the more demographic data you have on the names, and by users who find it works for them. (By the way, the more demographic data you have on the names, and
having good phone numbers, and so on, will increase the price the list rents for, and increase your having good phone numbers, and so on, will increase the price the list rents for, and increase your
revenue!) Let’s take the low end, and say you average $1 per name, per year. If that’s true, you’ll get back revenue!) Let’s take the low end, and say you average $1 per name, per year. If that’s true, you’ll get back
$10,000 of the $50,000 expense that way. It is possible that the list rental revenue could cover your entire $10,000 of the $50,000 expense that way. It is possible that the list rental revenue could cover your entire
cost, but let’s not use that in our discussion. (Note - Some businesses make 100% of their profits from cost, but let’s not use that in our discussion. (Note - Some businesses make 100% of their profits from
acquiring customers and renting the lists as their only profit center, since list rental income goes on for a acquiring customers and renting the lists as their only profit center, since list rental income goes on for a
long time, and has ZERO cost attached to it!) Let’s go back to the newsletter mailings that would go out long time, and has ZERO cost attached to it!) Let’s go back to the newsletter mailings that would go out
to these folks, and use the same conversion figures we discussed for the same function with the TV to these folks, and use the same conversion figures we discussed for the same function with the TV
buyers. If you sold 4% at an average of $100, your sales are 400 somethings @ $100 average, total gross buyers. If you sold 4% at an average of $100, your sales are 400 somethings @ $100 average, total gross
per month would be $40,000, with a profit of $16,000 for that month. So, on a low-end scenario, it would per month would be $40,000, with a profit of $16,000 for that month. So, on a low-end scenario, it would
take 3-4 months of selling each month’s new folks stuff, and renting their names out before you’d cover take 3-4 months of selling each month’s new folks stuff, and renting their names out before you’d cover
the $50,000 cost of acquisition, from which point, anything they buy and any list rental income will be the $50,000 cost of acquisition, from which point, anything they buy and any list rental income will be
gravy for the rest of the customer’s Lifetime Value. Again, keep in mind that your cost of acquisition in gravy for the rest of the customer’s Lifetime Value. Again, keep in mind that your cost of acquisition in
this case is only a few bucks per customer, since there is no additional advertising cost beyond the cost of this case is only a few bucks per customer, since there is no additional advertising cost beyond the cost of
name capture. This is far below the previously referred to cost of acquisition on TV, for example, and name capture. This is far below the previously referred to cost of acquisition on TV, for example, and
should be extremely profitable after the short time to recapture the cost of name capture! Of course, this should be extremely profitable after the short time to recapture the cost of name capture! Of course, this
process too must be tested in a small way at first, and only expanded if the tests work well enough to process too must be tested in a small way at first, and only expanded if the tests work well enough to
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warrant expansion. warrant expansion.
8. Names. We suggest that you consider naming the category that you are the leader in which you call 8. Names. We suggest that you consider naming the category that you are the leader in which you call
functional fitness, somatatrophic or body weight exercise, etc. It would be best if the name of the category functional fitness, somatatrophic or body weight exercise, etc. It would be best if the name of the category
would enable you to have your products/services fit into this name as well, so the name of the category would enable you to have your products/services fit into this name as well, so the name of the category
and your company become intertwined in the public’s perception and collective consciousness. Another and your company become intertwined in the public’s perception and collective consciousness. Another
aspect of names is the concept of the USP (Unique Selling Proposition). If all of this can be connected aspect of names is the concept of the USP (Unique Selling Proposition). If all of this can be connected
through a unified theme and message of why your products are so different that they become known by through a unified theme and message of why your products are so different that they become known by
everyone. Your TV exposure has done a tremendous amount to build a conscious awareness of your everyone. Your TV exposure has done a tremendous amount to build a conscious awareness of your
products, but much of that is attached to Arnold and Pamela. We asked a number of people we know from products, but much of that is attached to Arnold and Pamela. We asked a number of people we know from
all walks of life if they were familiar with the Health Rejuvenator. Most, initially said no, but when all walks of life if they were familiar with the Health Rejuvenator. Most, initially said no, but when
reminded it was the infomercial with Arnold and Pamela, virtually everyone said, “Oh yeah, I’ve seen reminded it was the infomercial with Arnold and Pamela, virtually everyone said, “Oh yeah, I’ve seen
that thing!” While this is certainly helping you sell machines on TV, other direct response medium and in that thing!” While this is certainly helping you sell machines on TV, other direct response medium and in
retail, we feel the long-term security would be enhanced if we can “Vaseline” you. (Not literally. What we retail, we feel the long-term security would be enhanced if we can “Vaseline” you. (Not literally. What we
mean is that everyone calls a petroleum jelly “Vaseline”, and the category of petroleum jellies is known as mean is that everyone calls a petroleum jelly “Vaseline”, and the category of petroleum jellies is known as
“Vaseline.” That is very good.) Lots of promotions, products, services, and other things can be developed “Vaseline.” That is very good.) Lots of promotions, products, services, and other things can be developed
around this central theme. Another smaller example, not nearly in the same league as Vaseline, is in golf. around this central theme. Another smaller example, not nearly in the same league as Vaseline, is in golf.
We consider our company to be the leader in teaching golfers to “hit the ball straight.” We’ve invented a We consider our company to be the leader in teaching golfers to “hit the ball straight.” We’ve invented a
new category called, Straight Shootin’ Golf. Everything we do and communicate centers around this new category called, Straight Shootin’ Golf. Everything we do and communicate centers around this
identity and USP. Our headlines, for example, state our USP, which tie directly into this theme. Hit The identity and USP. Our headlines, for example, state our USP, which tie directly into this theme. Hit The
Ball As Straight As You Can Point...Guaranteed, Or This Lesson Is FREE And We’ll Send You $25 Ball As Straight As You Can Point...Guaranteed, Or This Lesson Is FREE And We’ll Send You $25
More For Wasting Your Time! (We have attached several samples from some of our own businesses to More For Wasting Your Time! (We have attached several samples from some of our own businesses to
show you live, successful samples of the type of copy/materials that work, and to illustrate all the points show you live, successful samples of the type of copy/materials that work, and to illustrate all the points
we’ve been making.) we’ve been making.)
Anyway, we feel that the term “functional” and the like may work fine in the PT market, although Anyway, we feel that the term “functional” and the like may work fine in the PT market, although
we feel if your goal is for the PT’s to get patients to buy equipment, the title/name/USP should be we feel if your goal is for the PT’s to get patients to buy equipment, the title/name/USP should be
something that everyone would get. See, if the PT’s get the term “functional” and have to translate that to something that everyone would get. See, if the PT’s get the term “functional” and have to translate that to
patients, you’re going to make the job even harder than it needs to be. We came up with the concept of patients, you’re going to make the job even harder than it needs to be. We came up with the concept of
“Healthy & Fit” somehow getting the message of “Instant Results” or “Immediate Fitness” or whatever. “Healthy & Fit” somehow getting the message of “Instant Results” or “Immediate Fitness” or whatever.
It’s our opinion that people want to get fit with no work, no dieting, no discipline, etc. Everyone wants the It’s our opinion that people want to get fit with no work, no dieting, no discipline, etc. Everyone wants the
“magic pill” they can take at night and wake up looking like Arnold or Pamela when they wake up! Now, “magic pill” they can take at night and wake up looking like Arnold or Pamela when they wake up! Now,
understand that we aren’t suggesting to misrepresent anything, but rather, we want you to see that the understand that we aren’t suggesting to misrepresent anything, but rather, we want you to see that the
closer your category and USP get to the “magic pill”, the better the results will be. We considered the closer your category and USP get to the “magic pill”, the better the results will be. We considered the
concepts of “Healthy” and “Instant or Immediate” because: concepts of “Healthy” and “Instant or Immediate” because:
A. We haven’t seen any fitness equipment or system tagged as “Healthy.” A. We haven’t seen any fitness equipment or system tagged as “Healthy.”
B. “Healthy” has nothing but positive imagery and connotations. We’re not aware of anything negative B. “Healthy” has nothing but positive imagery and connotations. We’re not aware of anything negative
attached to the concept of “Healthy.” It conjures messages of safety, being congruent with the way we’re attached to the concept of “Healthy.” It conjures messages of safety, being congruent with the way we’re
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made by the creator. made by the creator.
C. Your machine works naturally, the way nature intended us to work our body. You never see fat and out C. Your machine works naturally, the way nature intended us to work our body. You never see fat and out
of shape indigenous natives, Indians, bushmen, etc. of shape indigenous natives, Indians, bushmen, etc.
D. All the motion stuff and pulling your own weight stuff can be brought back to the “Healthy” theme. D. All the motion stuff and pulling your own weight stuff can be brought back to the “Healthy” theme.
E. Healthy and organic stuff is really a trend that gets stronger each year. E. Healthy and organic stuff is really a trend that gets stronger each year.
F. Please don’t kill us, this is just an idea. Could a product called “Healthy & Fit Gym”, or “Healthy & Fit F. Please don’t kill us, this is just an idea. Could a product called “Healthy & Fit Gym”, or “Healthy & Fit
Rejuvenator” be test marketed? It’s just a thought. Don’t get mad. If you hate the idea, we’ll pretend we Rejuvenator” be test marketed? It’s just a thought. Don’t get mad. If you hate the idea, we’ll pretend we
never said it. never said it.
G. There are so many positive ways to play off of “Healthy.” “Healthy” Rehabilitation System sounds G. There are so many positive ways to play off of “Healthy.” “Healthy” Rehabilitation System sounds
infinitely better than “Artificial” Rehabilitation Methods, for example. “Healthy & Fit” is as old as infinitely better than “Artificial” Rehabilitation Methods, for example. “Healthy & Fit” is as old as
mankind. The cavemen fighting sabre tooth tigers didn’t use computerized resistance equipment to be mankind. The cavemen fighting sabre tooth tigers didn’t use computerized resistance equipment to be
strong enough to kill those animals. In fact, have you ever seen a pudgy caveman in any photos from the strong enough to kill those animals. In fact, have you ever seen a pudgy caveman in any photos from the
period? See, cavemen just used nature’s.... and so on. period? See, cavemen just used nature’s.... and so on.
Anyway, if this “Healthy & Fit” concept is not acceptable for whatever reason, then we still have Anyway, if this “Healthy & Fit” concept is not acceptable for whatever reason, then we still have
to come up with the right name and concept/theme to create as our category to own. to come up with the right name and concept/theme to create as our category to own.
A related concept is the problem with some of the product names you either created or have taken A related concept is the problem with some of the product names you either created or have taken
as a distributor of someone else’s product. Two notables come to mind in the “Autocane” and “Ab as a distributor of someone else’s product. Two notables come to mind in the “Autocane” and “Ab
Developer.” We asked a number of people if they wanted to try the “Ab Developer”, and got varying Developer.” We asked a number of people if they wanted to try the “Ab Developer”, and got varying
degrees of confusion or the certainty we were telling them some sort of dirty joke. When we asked people degrees of confusion or the certainty we were telling them some sort of dirty joke. When we asked people
if they’d like to try the “Autocane”, and most thought it was a device for seniors to use like a cane or if they’d like to try the “Autocane”, and most thought it was a device for seniors to use like a cane or
walker or whatever. Anyway, we think the product’s name should describe the BENEFIT or A walker or whatever. Anyway, we think the product’s name should describe the BENEFIT or A
FEATURE THAT APPEALS TO EVERYONE. As we discussed, the “Thigh Master” didn’t describe a FEATURE THAT APPEALS TO EVERYONE. As we discussed, the “Thigh Master” didn’t describe a
benefit per se, but it had the right “ring” to it. As we also discussed, “Ab Developer” isn’t good, but we benefit per se, but it had the right “ring” to it. As we also discussed, “Ab Developer” isn’t good, but we
have to brainstorm about the benefits and easily understandable features about both of these products in have to brainstorm about the benefits and easily understandable features about both of these products in
particular, and any and all future products or services. particular, and any and all future products or services.
Another powerful aspect of USP’s is guarantees. Sometimes the word itself can be used in names Another powerful aspect of USP’s is guarantees. Sometimes the word itself can be used in names
and USP’s, as we did with our own golf project. We know you offer a guarantee on the TV product, when and USP’s, as we did with our own golf project. We know you offer a guarantee on the TV product, when
sold on TV. We assume your retail products are guaranteed by the store in their normal return policy. We sold on TV. We assume your retail products are guaranteed by the store in their normal return policy. We
saw in some of your materials and on your web site that you offer a 30-day guarantee on a couple of saw in some of your materials and on your web site that you offer a 30-day guarantee on a couple of
models. While these guarantees are good, there isn’t enough made of the guarantees in the content of a models. While these guarantees are good, there isn’t enough made of the guarantees in the content of a
USP. Not that you have to do what we did in the golf business, but there we added not only a money back USP. Not that you have to do what we did in the golf business, but there we added not only a money back
guarantee, but added MORE than their money back on the videos, and a one year guarantee on clubs, guarantee, but added MORE than their money back on the videos, and a one year guarantee on clubs,
which is unheard of in the golf world. (Many people think we’re nuts for offering that strong of which is unheard of in the golf world. (Many people think we’re nuts for offering that strong of
guarantees, but we know many people have told us the only reason they came to us was because of our guarantees, but we know many people have told us the only reason they came to us was because of our
having the balls to offer such bold guarantees. Anyway, you should think through whether or not there are having the balls to offer such bold guarantees. Anyway, you should think through whether or not there are
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ways to either beef up the guarantees or, if not, make a bigger deal about them, like, “If You Don’t See ways to either beef up the guarantees or, if not, make a bigger deal about them, like, “If You Don’t See
Instant Results Inside X Month(s) With Our Healthy & Fit System, We’ll Give Instant Results Inside X Month(s) With Our Healthy & Fit System, We’ll Give
You All Your Money Back With NO Hassles!” You All Your Money Back With NO Hassles!”
Some of the best guarantees use analogies like, “If your friends haven’t accused you of getting Some of the best guarantees use analogies like, “If your friends haven’t accused you of getting
liposuction or surgery within one month of following the Healthy & Fit System, we’ll give you all your liposuction or surgery within one month of following the Healthy & Fit System, we’ll give you all your
money back with NO hassles!” money back with NO hassles!”
Another point about guarantees is that you can often reduce the overall refund rate by lengthening Another point about guarantees is that you can often reduce the overall refund rate by lengthening
the guarantee period to 60, 90, 180 days, or even a year. This could be tested, but it’s been our experience the guarantee period to 60, 90, 180 days, or even a year. This could be tested, but it’s been our experience
that if people have more time to try something, without that specter of the 30-day refund period hanging that if people have more time to try something, without that specter of the 30-day refund period hanging
over their head, they take more time, and don’t refund. This is not always true, but should be tested. over their head, they take more time, and don’t refund. This is not always true, but should be tested.
Finally, we need to talk about instituting a “Stick System.” This is a term for a sequenced series of Finally, we need to talk about instituting a “Stick System.” This is a term for a sequenced series of
steps to try to cut down refunds. There are many ways you can do this, but the general idea is to contact steps to try to cut down refunds. There are many ways you can do this, but the general idea is to contact
buyers before, during, and after their purchase to try to get through the usual buyer’s remorse that buyers before, during, and after their purchase to try to get through the usual buyer’s remorse that
customers go through. customers go through.
Let’s look at your current “stick” program. Well, there really isn’t one. Let’s give you an example Let’s look at your current “stick” program. Well, there really isn’t one. Let’s give you an example
of different stick system options so you get a better handle on what you might try and test to compare to of different stick system options so you get a better handle on what you might try and test to compare to
“unsticked buyers” and see if the “sticked” buyers refund less and/or buy more stuff on the back-end: “unsticked buyers” and see if the “sticked” buyers refund less and/or buy more stuff on the back-end:
A welcome letter with some attention grabber like a fake $1,000,000 bill attached to the letter A welcome letter with some attention grabber like a fake $1,000,000 bill attached to the letter
telling them they’re going to feel like a million bucks as soon as they begin the Healthy & Fit System, so telling them they’re going to feel like a million bucks as soon as they begin the Healthy & Fit System, so
you thought a fake million dollar bill would be appropriate as an eye-catcher...blah, blah. Then, you have you thought a fake million dollar bill would be appropriate as an eye-catcher...blah, blah. Then, you have
to do the sales job all over again, in the letter or whatever they get. THIS IS VERY IMPORTANT! You to do the sales job all over again, in the letter or whatever they get. THIS IS VERY IMPORTANT! You
have to work with the human nature and persuasion principle called “consistency.” People like to feel have to work with the human nature and persuasion principle called “consistency.” People like to feel
they’re being consistent with how they see themselves. As a marketing principle to use in writing copy, it they’re being consistent with how they see themselves. As a marketing principle to use in writing copy, it
is crucial to plant this consistency message in the copy. For purposes of the stick letters, we have to is crucial to plant this consistency message in the copy. For purposes of the stick letters, we have to
remind them that their decision to buy is consistent with their decision to use and not return the remind them that their decision to buy is consistent with their decision to use and not return the
equipment. Since they already agreed to buy, we have to reinforce the consistency by having them recall equipment. Since they already agreed to buy, we have to reinforce the consistency by having them recall
the facts that got them to buy in the first place. This often kills quite a bit of buyer’s remorse as well as the facts that got them to buy in the first place. This often kills quite a bit of buyer’s remorse as well as
giving them an early WOW experience. (Who else does stuff like this?) This letter could be timed to get giving them an early WOW experience. (Who else does stuff like this?) This letter could be timed to get
there a few days before the machine arrives, and get them very excited about the arrival. Then, in the there a few days before the machine arrives, and get them very excited about the arrival. Then, in the
package itself, there should be another similar piece reminding them of all the benefits they’ll see as soon package itself, there should be another similar piece reminding them of all the benefits they’ll see as soon
as they get going and use the machine. This could be tied to, or included with the suggested “activation” as they get going and use the machine. This could be tied to, or included with the suggested “activation”
piece with the recorded message, etc. Then, after they get the machine, they could get a phone call, or piece with the recorded message, etc. Then, after they get the machine, they could get a phone call, or
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another letter accompanied by the first issue of the newsletter, a membership embossed card, a hotline another letter accompanied by the first issue of the newsletter, a membership embossed card, a hotline
phone number to listen to recorded messages, other benefits, a promise of another free gift that would phone number to listen to recorded messages, other benefits, a promise of another free gift that would
coincidentally come only to active members after the refund period expires, etc. There should be more re- coincidentally come only to active members after the refund period expires, etc. There should be more re-
selling going on here, with all the same stuff they got in the welcome letter, as there is never enough selling going on here, with all the same stuff they got in the welcome letter, as there is never enough
reinforcement of the sales message. This third stick step could be followed by a postcard reminding them reinforcement of the sales message. This third stick step could be followed by a postcard reminding them
that their free gift will be coming shortly, and telling them to look for the next newsletter with teaser copy that their free gift will be coming shortly, and telling them to look for the next newsletter with teaser copy
about the secrets that will be revealed in the newsletter, etc. about the secrets that will be revealed in the newsletter, etc.
Now all this may sound like a lot of work and cost, but it has to be tested on a split basis, and Now all this may sound like a lot of work and cost, but it has to be tested on a split basis, and
measure the total cost of the stick system for the test group that gets it, and see if the lower refunds more measure the total cost of the stick system for the test group that gets it, and see if the lower refunds more
than cover the costs of the stick program when compared to the group who didn’t get the stick system. If than cover the costs of the stick program when compared to the group who didn’t get the stick system. If
the stick system saves more than it costs, it should be incorporated into the overall business. If not, then it the stick system saves more than it costs, it should be incorporated into the overall business. If not, then it
should be modified or scrapped. Just think about how much more money you’d have if you knocked the should be modified or scrapped. Just think about how much more money you’d have if you knocked the
refund rate down by 3% from 17% to 14%. On 16,000 units a month, that would be 480 less refunds a refund rate down by 3% from 17% to 14%. On 16,000 units a month, that would be 480 less refunds a
month, or $288,000 extra retained revenue. On this basis, you could afford to spend up to $18 per buyer to month, or $288,000 extra retained revenue. On this basis, you could afford to spend up to $18 per buyer to
break-even, which would much more than would need to be spent. So, if you spent $6 per buyer on the break-even, which would much more than would need to be spent. So, if you spent $6 per buyer on the
stick system, 16,000 buyers times $6 is $96,000 per month. If it reduced refunds by $288,000 per month, stick system, 16,000 buyers times $6 is $96,000 per month. If it reduced refunds by $288,000 per month,
you’d be ahead $192,000 in gross revenue per month! Obviously, this kind of potential needs to be tested. you’d be ahead $192,000 in gross revenue per month! Obviously, this kind of potential needs to be tested.
Big note! You want testimonials, before/afters, etc., endorsements, and any other third party proof Big note! You want testimonials, before/afters, etc., endorsements, and any other third party proof
included in ALL the stick stuff, as well as in all instructions, activation forms, monthly newsletters, or included in ALL the stick stuff, as well as in all instructions, activation forms, monthly newsletters, or
whatever. This is very, very important, as it’s been our experience that adding testimonials and the like whatever. This is very, very important, as it’s been our experience that adding testimonials and the like
help reduce refunds and increase back-end sales dramatically. We don’t know exactly why, but the theory help reduce refunds and increase back-end sales dramatically. We don’t know exactly why, but the theory
could be that seeing and hearing other people successfully using the product helps reduce buyer’s remorse could be that seeing and hearing other people successfully using the product helps reduce buyer’s remorse
and make them want to use it and buy more. Whatever the reason is, it has proven to be very successful, and make them want to use it and buy more. Whatever the reason is, it has proven to be very successful,
and needs to be incorporated. and needs to be incorporated.
9. Upsells. We know we discussed this with you, and you indicated that you had talked about doing 9. Upsells. We know we discussed this with you, and you indicated that you had talked about doing
something with a newsletter or some supplements. We agree that you should institute an upsell testing something with a newsletter or some supplements. We agree that you should institute an upsell testing
program immediately. This can be changed literally on a daily basis to see what happens with different program immediately. This can be changed literally on a daily basis to see what happens with different
offers as upsells. The best upsells are directly linked to the main product and/or an addition that will help offers as upsells. The best upsells are directly linked to the main product and/or an addition that will help
the buyer get more from the main product. In your case, it might be accessories that don’t come with the the buyer get more from the main product. In your case, it might be accessories that don’t come with the
main unit. If described properly, these might be the simplest and easiest upsells to do because you don’t main unit. If described properly, these might be the simplest and easiest upsells to do because you don’t
have to create any new product and they fit the criteria of being directly linked and help the buyer get have to create any new product and they fit the criteria of being directly linked and help the buyer get
more from his purchase. more from his purchase.
Other ideas could be a tape of the month subscription or additional video training tapes that we Other ideas could be a tape of the month subscription or additional video training tapes that we
mentioned earlier, for example. We don’t know for sure, but we think the supplements might be harder to mentioned earlier, for example. We don’t know for sure, but we think the supplements might be harder to
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do as an immediate upsell to someone who hasn’t been exposed to more marketing and who hasn’t made do as an immediate upsell to someone who hasn’t been exposed to more marketing and who hasn’t made
a connection from a newsletter where he’s read that Arnold or Pamela use some line of vitamins or a connection from a newsletter where he’s read that Arnold or Pamela use some line of vitamins or
whatever. Of course, since we don’t know anything, you could test them to see if they fly. whatever. Of course, since we don’t know anything, you could test them to see if they fly.
Whatever you do, you must get a few different things tested as far as upsells. Think about the Whatever you do, you must get a few different things tested as far as upsells. Think about the
numbers for a second. If you only upsold 15% of the buyers, that would be 2,400 upsells per month, and numbers for a second. If you only upsold 15% of the buyers, that would be 2,400 upsells per month, and
if the average upsell was only $49, that would be an additional $117,600 of gross revenue without adding if the average upsell was only $49, that would be an additional $117,600 of gross revenue without adding
any real measurable expense, since you have them on the phone already! any real measurable expense, since you have them on the phone already!
10. We suggest that some thought be given to developing new names for clinical customers, fitness 10. We suggest that some thought be given to developing new names for clinical customers, fitness
customers, and sales reps. This simple change can create a totally different atmosphere and relationship customers, and sales reps. This simple change can create a totally different atmosphere and relationship
in-house and between buyer and seller. Again, the best example is Disney who calls employees “cast in-house and between buyer and seller. Again, the best example is Disney who calls employees “cast
members” and customers “guests.” We suggest you think about “counselors or consultants” for the reps, members” and customers “guests.” We suggest you think about “counselors or consultants” for the reps,
because it alters their feelings about themselves, and puts them into being helpful explainers, instead of because it alters their feelings about themselves, and puts them into being helpful explainers, instead of
“salespeople.” Customers could be called “clients”, which is a more sophisticated relationship than that “salespeople.” Customers could be called “clients”, which is a more sophisticated relationship than that
with a customer. Other terms for customers we’ve had great luck with over the years are “member”, along with a customer. Other terms for customers we’ve had great luck with over the years are “member”, along
with “subscriber.” It’s amazing how much the staff’s attitude changes and improves when the “member” with “subscriber.” It’s amazing how much the staff’s attitude changes and improves when the “member”
is calling vs. the “customer” calling, and the call is being sent to a “Healthy & Fit Counselor” instead of a is calling vs. the “customer” calling, and the call is being sent to a “Healthy & Fit Counselor” instead of a
“rep” or “sales guy.” While this may not seem real important, we feel it is very important as it adds to that “rep” or “sales guy.” While this may not seem real important, we feel it is very important as it adds to that
WOW experience your clients will be enveloped in! WOW experience your clients will be enveloped in!
11. We think that various new training tapes or target market materials (like golfers, skiers, etc.) should be 11. We think that various new training tapes or target market materials (like golfers, skiers, etc.) should be
developed and sold, but we think that you should greatly reduce the academic character that is dominates developed and sold, but we think that you should greatly reduce the academic character that is dominates
in the Jason Andrews written and video material we’ve seen. Academicians even bore other in the Jason Andrews written and video material we’ve seen. Academicians even bore other
academicians. But actual people outside of academia will never stay awake through such a presentation. academicians. But actual people outside of academia will never stay awake through such a presentation.
There’s no emotional connection, no human emotion, no testimonials, success stories, before/afters, etc. There’s no emotional connection, no human emotion, no testimonials, success stories, before/afters, etc.
For example, while we only saw part of the new golf material in draft form, it looked to both of us as For example, while we only saw part of the new golf material in draft form, it looked to both of us as
being very clinical and dry. If you really want to get golfers to come on board, you’re going to have to being very clinical and dry. If you really want to get golfers to come on board, you’re going to have to
offer info that is of the same Emotional Direct Response variety that hits them in their hearts. The stuff we offer info that is of the same Emotional Direct Response variety that hits them in their hearts. The stuff we
saw was very professional, but would be unlikely to profitably convert people into clients, in our opinion. saw was very professional, but would be unlikely to profitably convert people into clients, in our opinion.
12. The Web Site. We went into your site and have the following observations. You must understand that 12. The Web Site. We went into your site and have the following observations. You must understand that
a web site isn’t supposed to serve as an automated order taker as its primary function. Sure, you will get a web site isn’t supposed to serve as an automated order taker as its primary function. Sure, you will get
some orders off the net without talking to, or otherwise interacting with the clients. But, the majority of its some orders off the net without talking to, or otherwise interacting with the clients. But, the majority of its
usefulness comes from using it as another forum for direct response advertising. It certainly can’t hurt to usefulness comes from using it as another forum for direct response advertising. It certainly can’t hurt to
try to get enough information up to sell people off the web, but our experience with web sites has shown try to get enough information up to sell people off the web, but our experience with web sites has shown
that the biggest success comes from getting surfers to request more info and have it delivered via real that the biggest success comes from getting surfers to request more info and have it delivered via real
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methods like express or priority or even regular mail. Long sales letters, recorded messages, and videos methods like express or priority or even regular mail. Long sales letters, recorded messages, and videos
and other proven direct response selling materials just don’t have the same impact yet on-line as they do and other proven direct response selling materials just don’t have the same impact yet on-line as they do
when they arrive at your home. We’ve seen this be true for all kinds of companies, for the time being. Not when they arrive at your home. We’ve seen this be true for all kinds of companies, for the time being. Not
to say that as time goes by the net may deliver materials of the same impact as real printing or real tapes to say that as time goes by the net may deliver materials of the same impact as real printing or real tapes
in a real envelope...but for now, it still seems to work better as a lead generator in general. Accordingly, in a real envelope...but for now, it still seems to work better as a lead generator in general. Accordingly,
we suggest the following to improve the overall effectiveness of the site: we suggest the following to improve the overall effectiveness of the site:
A. Get Arnold and Pamela on the home page (every page) if you can. Since they are strongly connected A. Get Arnold and Pamela on the home page (every page) if you can. Since they are strongly connected
with 5-STAR/HR, their smiling faces and nice bodies would help people remember that your deal is the with 5-STAR/HR, their smiling faces and nice bodies would help people remember that your deal is the
same one they saw on TV. (Yes, lots of people will come to your site and have recollection that the same one they saw on TV. (Yes, lots of people will come to your site and have recollection that the
machine they saw on TV is the same one as being seen on the site. It’s hard to believe, but you cannot go machine they saw on TV is the same one as being seen on the site. It’s hard to believe, but you cannot go
broke underestimating the public’s intelligence or common sense, but you can by overestimating their broke underestimating the public’s intelligence or common sense, but you can by overestimating their
intelligence!) intelligence!)
B. Put teaser copy on the home page, and any other, if not every page. For example, when a person gets B. Put teaser copy on the home page, and any other, if not every page. For example, when a person gets
into the site, if they saw Arnold and Pamela asking them if they’d, “Like to have Pamela show you the into the site, if they saw Arnold and Pamela asking them if they’d, “Like to have Pamela show you the
biggest mistake people make when trying to get in shape, and how avoiding this mistake can increase biggest mistake people make when trying to get in shape, and how avoiding this mistake can increase
your speed of getting fit 4-1/2 times, and cause you to lose 5-10 pounds in only two weeks? Then click your speed of getting fit 4-1/2 times, and cause you to lose 5-10 pounds in only two weeks? Then click
the response box below, and we’ll get you out this shockingly simple secret to getting fit that not one in the response box below, and we’ll get you out this shockingly simple secret to getting fit that not one in
a thousand fitness experts has a clue about, and if they did know, wouldn’t want you find out because it a thousand fitness experts has a clue about, and if they did know, wouldn’t want you find out because it
would put the Health Rejuvenators and the trainers out of business!” This could drive them to register would put the Health Rejuvenators and the trainers out of business!” This could drive them to register
and capture all the contact info, and get them the promised secret along with the right kind of response and capture all the contact info, and get them the promised secret along with the right kind of response
marketing materials. This type of teaser stuff should be all over the site, and they should be able to plug marketing materials. This type of teaser stuff should be all over the site, and they should be able to plug
into it on any page without having to return to the home page. into it on any page without having to return to the home page.
C. The copy describing the products is, well, clinical and professional. It needs to be rewritten as direct C. The copy describing the products is, well, clinical and professional. It needs to be rewritten as direct
response copy. It’s the same copy as in some of your real marketing materials, so any changes made there response copy. It’s the same copy as in some of your real marketing materials, so any changes made there
could be incorporated here. (For example, on one page the headline is, “How Health Rejuvenator could be incorporated here. (For example, on one page the headline is, “How Health Rejuvenator
Works.” In our opinion, that headline would work a lot better if it was benefit oriented like, “How Works.” In our opinion, that headline would work a lot better if it was benefit oriented like, “How
Health Rejuvenator Got Me In Such Great Shape In Only A Month That My Wife Can’t Keep Her Health Rejuvenator Got Me In Such Great Shape In Only A Month That My Wife Can’t Keep Her
Hands Off Me, And Says It’s Like Having An Affair With Her Husband!” or whatever.) Benefits Hands Off Me, And Says It’s Like Having An Affair With Her Husband!” or whatever.) Benefits
attract more attention than features or things you think are interesting, but most people don’t like how the attract more attention than features or things you think are interesting, but most people don’t like how the
machine works. It’s important, but not up front. Similarly, most of the copy on each page begins with machine works. It’s important, but not up front. Similarly, most of the copy on each page begins with
clinical and/or feature/technically oriented copy, and any good benefit copy is buried at the end, as if it’s clinical and/or feature/technically oriented copy, and any good benefit copy is buried at the end, as if it’s
an afterthought. If you don’t grab’em by the throat right up front, most people will never get to the an afterthought. If you don’t grab’em by the throat right up front, most people will never get to the
benefit stuff because they will quit way before they get there! benefit stuff because they will quit way before they get there!
D. In general, all the comments about other copy we’ve covered elsewhere apply here as well. Things like D. In general, all the comments about other copy we’ve covered elsewhere apply here as well. Things like
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before/after pictures would be killer on the site. Testimonials and endorsements, pictures of recognized before/after pictures would be killer on the site. Testimonials and endorsements, pictures of recognized
famous users etc., all need to be on the site. famous users etc., all need to be on the site.
E. How about contests, or other curiosity provoking and involvement devices to keep people interested on E. How about contests, or other curiosity provoking and involvement devices to keep people interested on
the site and requesting more info or registering for a promotion to win something, thus capturing their the site and requesting more info or registering for a promotion to win something, thus capturing their
contact info for follow-up, and so on. This site, as most sites we look at, isn’t much fun. Getting people contact info for follow-up, and so on. This site, as most sites we look at, isn’t much fun. Getting people
involved with contests, quizzes, giveaways, etc. give people a reason to come, a reason to stay, and a involved with contests, quizzes, giveaways, etc. give people a reason to come, a reason to stay, and a
reason to return! reason to return!
13. Joint ventures. We won’t spend a lot of time discussing this here, because the concept needs to be 13. Joint ventures. We won’t spend a lot of time discussing this here, because the concept needs to be
developed more in conversations, but there are probably dozens of companies that have customers who developed more in conversations, but there are probably dozens of companies that have customers who
would buy HR’s and other stuff you guys offer, and who you should cut deals with to sell their stuff to would buy HR’s and other stuff you guys offer, and who you should cut deals with to sell their stuff to
your customers, or you could swap lists with for free, etc. your customers, or you could swap lists with for free, etc.
For example, a golf company may want to offer a “golf specific” version of a HR to their golfing For example, a golf company may want to offer a “golf specific” version of a HR to their golfing
customers. A health newsletter company may want to offer a Healthy & Fit System to its subscribers. A customers. A health newsletter company may want to offer a Healthy & Fit System to its subscribers. A
vitamin mail order house may want to do the same. Conversely, there may be all kinds of vitamin mail order house may want to do the same. Conversely, there may be all kinds of
products/services that you guys really like and agree with, and which your clients might readily buy from products/services that you guys really like and agree with, and which your clients might readily buy from
you if they could get a deal by going through you instead of buying at a higher price elsewhere, or you if they could get a deal by going through you instead of buying at a higher price elsewhere, or
because they never heard of it until you turned them onto it, and which you have no interest in trying to because they never heard of it until you turned them onto it, and which you have no interest in trying to
copy or create or service yourself. You do have a few products like this, but you should really proactively copy or create or service yourself. You do have a few products like this, but you should really proactively
seek as many joint ventures as the leverage they provide can be awesome. (Also selling to/through seek as many joint ventures as the leverage they provide can be awesome. (Also selling to/through
competitors. Yes, we have recommended and done it ourselves, and sometimes it works great and other competitors. Yes, we have recommended and done it ourselves, and sometimes it works great and other
times it doesn’t.) There are all kinds of ways to structure joint ventures. So, as you explore this, each one times it doesn’t.) There are all kinds of ways to structure joint ventures. So, as you explore this, each one
could be looked at individually. could be looked at individually.
14. Chiropractors. We suggest not spending too much time with this market for now, since if you 14. Chiropractors. We suggest not spending too much time with this market for now, since if you
implement our recommendations over the next year or so, we imagine you’d be busy enough without implement our recommendations over the next year or so, we imagine you’d be busy enough without
trying to figure out what’s up with these guys...and so far, they seem to be a tough crowd, so why spend trying to figure out what’s up with these guys...and so far, they seem to be a tough crowd, so why spend
time and money with them when you have so much money that’s infinitely easier to get. time and money with them when you have so much money that’s infinitely easier to get.
III. Review of Action Plan and Checklist III. Review of Action Plan and Checklist
The Basic Goals Of The Health Rejuvenator Action Plan Include: The Basic Goals Of The Health Rejuvenator Action Plan Include:
Testing for and uncovering ways to successfully motivate PT’s who love the HR to refer patients. Testing for and uncovering ways to successfully motivate PT’s who love the HR to refer patients.
Capturing more non-buying PT’s through various Emotional Direct Response marketing activity. Capturing more non-buying PT’s through various Emotional Direct Response marketing activity.
Turn existing infomercial customers into “Lifelong Customers” producing a very predictable and very Turn existing infomercial customers into “Lifelong Customers” producing a very predictable and very
profitable long-term back-end oriented company. profitable long-term back-end oriented company.
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Convert a profitable percentage of infomercial non-buyers into buyers, and eventually turn them into Convert a profitable percentage of infomercial non-buyers into buyers, and eventually turn them into
Lifelong Customers as well. Lifelong Customers as well.
Develop The Personal Trainers BizOp through Emotional Direct Response marketing. Develop The Personal Trainers BizOp through Emotional Direct Response marketing.
Improve on the interactive potential of the HR website through Direct Response Ad copy. Improve on the interactive potential of the HR website through Direct Response Ad copy.
Create a new category of fitness that you guys become the first player in. Create a new category of fitness that you guys become the first player in.
Develop more benefit oriented USP’s. Develop more benefit oriented USP’s.
Begin a process of segmenting your database into definable and distinct categories of customers. Begin a process of segmenting your database into definable and distinct categories of customers.
Implement “stick” systems to decrease refunds and increase back-end sales. Implement “stick” systems to decrease refunds and increase back-end sales.
Develop more user-friendly ongoing training materials. Develop more user-friendly ongoing training materials.
Do all this very scientifically through careful testing and only expanding winners. Do all this very scientifically through careful testing and only expanding winners.
These Goals Will Be Achieved Through The Following Specific Recommendations: These Goals Will Be Achieved Through The Following Specific Recommendations:
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Medical Market Medical Market

Date Initials Date Initials
Done Accept Reject Done Accept Reject
_______________ 1. Develop a Direct Response oriented newsletter which cultivates a relationship with, _______________ 1. Develop a Direct Response oriented newsletter which cultivates a relationship with,
and presents emotional, altruistic, caring reasons why the Health Rejuvenator loving PT, might suggest to and presents emotional, altruistic, caring reasons why the Health Rejuvenator loving PT, might suggest to
his patients that they should consider purchasing a HR unit. his patients that they should consider purchasing a HR unit.
_______________2. Guru-fy Bill, John, or both, or someone else who can fill the bill, in order to develop _______________2. Guru-fy Bill, John, or both, or someone else who can fill the bill, in order to develop
a personality with whom your PT clients can really identify with. a personality with whom your PT clients can really identify with.
_______________3. Scientifically break through the psychological log jam that makes PT’s resist _______________3. Scientifically break through the psychological log jam that makes PT’s resist
referring patients to HR. referring patients to HR.
_______________4. Develop a program along the line of the AAA Rehabilitation And Management _______________4. Develop a program along the line of the AAA Rehabilitation And Management
System, in order to clearly demonstrate to PT’s that a patient referral is not being encouraged for System, in order to clearly demonstrate to PT’s that a patient referral is not being encouraged for
monetary reasons, but for the honest to goodness, long-term well being of their patients. This program monetary reasons, but for the honest to goodness, long-term well being of their patients. This program
must be understood as 5-STAR’s active contribution to resolving the managed care crisis. Emotional must be understood as 5-STAR’s active contribution to resolving the managed care crisis. Emotional
Response copy will need to be developed to make this work. Response copy will need to be developed to make this work.
_______________5. Develop emotional, direct response orientated literature to support AAA _______________5. Develop emotional, direct response orientated literature to support AAA
Rehabilitation And Management System. Rehabilitation And Management System.
_______________6. Advantageously bundle products together for improved perception and consumption. _______________6. Advantageously bundle products together for improved perception and consumption.
_______________7. Develop a Special Referral Generation Kit for PT’s to market themselves to doctors _______________7. Develop a Special Referral Generation Kit for PT’s to market themselves to doctors
who refer patients and want to be assured that the job is being completed 100%, despite the managed care who refer patients and want to be assured that the job is being completed 100%, despite the managed care
dilemma. dilemma.
_______________8. With a well-known PT, develop an endorsed mailing program in order to maximize _______________8. With a well-known PT, develop an endorsed mailing program in order to maximize
predictability and profitability of a direct mailing. predictability and profitability of a direct mailing.
_______________9. Reposition the way commissions are offered, turning them into a “The Customer _______________9. Reposition the way commissions are offered, turning them into a “The Customer
Care Program” designed to compliment AAA Rehab And Management System. Care Program” designed to compliment AAA Rehab And Management System.
_______________10. Develop emotional, Direct Response lead generation ads to run in PT publications. _______________10. Develop emotional, Direct Response lead generation ads to run in PT publications.
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_______________11. Develop emotional, Direct Response oriented sales letters (reports) to compliment _______________11. Develop emotional, Direct Response oriented sales letters (reports) to compliment
and support the ads being placed in PT publications. and support the ads being placed in PT publications.
_______________12. Develop a Direct Response PR program designed to create actual, trackable sales. _______________12. Develop a Direct Response PR program designed to create actual, trackable sales.
_______________13. Segment your medical database in order to make maximum use of targeting _______________13. Segment your medical database in order to make maximum use of targeting
strategies. strategies.
_______________14. Cultivate the Lifelong Customer value of all HR loving PT’s. _______________14. Cultivate the Lifelong Customer value of all HR loving PT’s.
Consumer Market Consumer Market

_______________1. Develop a sequential, Direct Response newsletter (Arnold and Pamela if possible) in _______________1. Develop a sequential, Direct Response newsletter (Arnold and Pamela if possible) in
order to begin cultivating the Lifelong Customer potential of your existing infomercial clientele. (See order to begin cultivating the Lifelong Customer potential of your existing infomercial clientele. (See
enclosed examples) enclosed examples)
_______________2. Develop flyers and sales literature to pitch other back-end products that the existing _______________2. Develop flyers and sales literature to pitch other back-end products that the existing
Health Rejuvenator customer will have the opportunity to buy. (See enclosed examples) Health Rejuvenator customer will have the opportunity to buy. (See enclosed examples)
_______________3. Promote and cultivate membership to the National Healthy And Fit Association in _______________3. Promote and cultivate membership to the National Healthy And Fit Association in
order to help cement the relationship that is in the process of forming. order to help cement the relationship that is in the process of forming.
_______________4. Segment the consumer database in order to maximize targeting strategies. _______________4. Segment the consumer database in order to maximize targeting strategies.
_______________5. Develop a series of follow-up sales letters (see enclosed reports) aimed at converting _______________5. Develop a series of follow-up sales letters (see enclosed reports) aimed at converting
a profitable percentage of the non-buying callers into buying callers. Test to determine profitability of a profitable percentage of the non-buying callers into buying callers. Test to determine profitability of
steps. steps.
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Personal Trainer’s BizOp Personal Trainer’s BizOp

_______________1. Develop Direct Response ads to run in Personal Trainer and or other bus. op. _______________1. Develop Direct Response ads to run in Personal Trainer and or other bus. op.
publications. publications.
_______________2. Develop a series of sequential sales letters (reports) designed to convert ad _______________2. Develop a series of sequential sales letters (reports) designed to convert ad
responders from interested callers into active clients. responders from interested callers into active clients.
_______________3. Develop a “turnkey”, do it all for them program required by any successful BizOp. _______________3. Develop a “turnkey”, do it all for them program required by any successful BizOp.
_______________4. Develop a Monthly, Direct Response newsletter to support the Personal Trainers _______________4. Develop a Monthly, Direct Response newsletter to support the Personal Trainers
BizOp. BizOp.
_______________5. Develop complimentary flyers and literature describing other things the trainers have _______________5. Develop complimentary flyers and literature describing other things the trainers have
the opportunity to buy while participating in the program. the opportunity to buy while participating in the program.
General Suggestions General Suggestions

_______________1. Recast the sales department as a counseling, and problem solvers department in _______________1. Recast the sales department as a counseling, and problem solvers department in
order to change the mindset of the sales people from selling to helping and to developing relationships. order to change the mindset of the sales people from selling to helping and to developing relationships.
_______________2. Seriously examine what happens when someone gets a 5-STAR/Health Rejuvenator _______________2. Seriously examine what happens when someone gets a 5-STAR/Health Rejuvenator
product starting with the WOW experience, and develop ways to improve on it. product starting with the WOW experience, and develop ways to improve on it.
_______________3. Retool warranty card concept to improve response and to get more information. _______________3. Retool warranty card concept to improve response and to get more information.
_______________4. Develop a “category” of fitness (how about Healthy & Fit) in which to be the leader. _______________4. Develop a “category” of fitness (how about Healthy & Fit) in which to be the leader.
_______________5. Develop a Unique Selling Proposition (USP) to answer the “why should I do _______________5. Develop a Unique Selling Proposition (USP) to answer the “why should I do
business with you” question that we talked about in San Diego a couple weeks back. business with you” question that we talked about in San Diego a couple weeks back.
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_______________6. Rename the Ab Developer and the Autocane. _______________6. Rename the Ab Developer and the Autocane.
_______________7. Develop a “stick program.” _______________7. Develop a “stick program.”
_______________8. Make use of more testimonials including “Before and After” photos and stories and _______________8. Make use of more testimonials including “Before and After” photos and stories and
third party comments. third party comments.
_______________9. Develop and test a series of Upsells, which may include HR accessories, Tapes of _______________9. Develop and test a series of Upsells, which may include HR accessories, Tapes of
the Month, etc. the Month, etc.
_______________10. Change names for clinical and fitness customers, as well as employees. _______________10. Change names for clinical and fitness customers, as well as employees.
_______________11. Develop a series of follow the leader training tapes including ones for particular _______________11. Develop a series of follow the leader training tapes including ones for particular
sports. sports.
_______________12. Retool the website with Direct Response orientation. _______________12. Retool the website with Direct Response orientation.
_______________13. Cultivate joint venture possibilities. _______________13. Cultivate joint venture possibilities.
_______________14. Chiropractors when we get to them. _______________14. Chiropractors when we get to them.
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IV. Summary IV. Summary
Appendix A. Appendix A.
Literature received and our comments on it. Literature received and our comments on it.
1. The Health Rejuvenator Challenge. We like it lots especially the “compare and contrast” strategy. 1. The Health Rejuvenator Challenge. We like it lots especially the “compare and contrast” strategy.
2. The Healthy & Fit Video Presentation. All the testimonials come off very strong, and as a general 2. The Healthy & Fit Video Presentation. All the testimonials come off very strong, and as a general
observation, Paul Allen comes across less clinical/academic, more down to earth than Jason Andrews. observation, Paul Allen comes across less clinical/academic, more down to earth than Jason Andrews.
3. Chiropractic Presentation. Jason Andrews is clinical. 3. Chiropractic Presentation. Jason Andrews is clinical.
4. Massage Therapist Presentation. Jason Andrews is clinical. 4. Massage Therapist Presentation. Jason Andrews is clinical.
5. Endorsements Video. It didn’t work in our machine for some reason. 5. Endorsements Video. It didn’t work in our machine for some reason.
6. Body You’ve Always Wanted. Bill’s video explanation of the assembly procedure is lots easier to 6. Body You’ve Always Wanted. Bill’s video explanation of the assembly procedure is lots easier to
follow than the printed variety in the institutional model package. follow than the printed variety in the institutional model package.
7. Beginners, Intermediate, and Advanced Workout Tapes (and accompanying literature). Our main 7. Beginners, Intermediate, and Advanced Workout Tapes (and accompanying literature). Our main
reaction to all of these is that the information was excellent, although the presentation was very clinical reaction to all of these is that the information was excellent, although the presentation was very clinical
and often used terminology that will be over the head of the average client (prime movers, stabilizers, and often used terminology that will be over the head of the average client (prime movers, stabilizers,
etc.) They also make it very hard for a person to use, because of the explanatory nature, as opposed to a etc.) They also make it very hard for a person to use, because of the explanatory nature, as opposed to a
“do this” approach. “do this” approach.
8. Functional Equipment Video Catalog. Still clinical and academic, although realizing the necessity of 8. Functional Equipment Video Catalog. Still clinical and academic, although realizing the necessity of
this when talking to the PT market. We thought Paul Allen came across more down to earth and more this when talking to the PT market. We thought Paul Allen came across more down to earth and more
accessible than Jason Andrews. accessible than Jason Andrews.
9. Autocane Brochure. Informative, but conventional presentation. 9. Autocane Brochure. Informative, but conventional presentation.
10. Ab Developer Literature. Informative, but conventional presentation. 10. Ab Developer Literature. Informative, but conventional presentation.
11. Follow-Up Literature for those that didn’t buy from the infomercial. It has more kick and is very 11. Follow-Up Literature for those that didn’t buy from the infomercial. It has more kick and is very
informative, but we think it needs a Direct Response formulation and treatment to improve the informative, but we think it needs a Direct Response formulation and treatment to improve the
presentation and the results. presentation and the results.
12. Medical Follow-Up Package (including 4 color, 10 page fold out brochure, accessories holder flyer, 12. Medical Follow-Up Package (including 4 color, 10 page fold out brochure, accessories holder flyer,
installation notice re: video, warranty card, exercise chart, price list, resistance levels chart, assembly installation notice re: video, warranty card, exercise chart, price list, resistance levels chart, assembly
Page 151 Page 151
manual). Full of information, but the presentation looks too much like everyone else (conventional) to manual). Full of information, but the presentation looks too much like everyone else (conventional) to
convey to readers how truly unique this product really is. convey to readers how truly unique this product really is.
13. Home Packet (including 4 color, 6 page foldout brochure, warranty card, levels chart to calculate 13. Home Packet (including 4 color, 6 page foldout brochure, warranty card, levels chart to calculate
resistance, notice to watch tape before assembling, beginners suggested workout, exercise chart for resistance, notice to watch tape before assembling, beginners suggested workout, exercise chart for
tracking progress, assembly manual, HR exercise chart, circa 1973). Again, it’s very informative, but the tracking progress, assembly manual, HR exercise chart, circa 1973). Again, it’s very informative, but the
conventional presentation does not convey the uniqueness of the Health Rejuvenator Experience. conventional presentation does not convey the uniqueness of the Health Rejuvenator Experience.
14. Press Kit (including price list, color slide of HR, 3 black and white photos of Bill, John, and the 14. Press Kit (including price list, color slide of HR, 3 black and white photos of Bill, John, and the
Health Rejuvenator, 3 models color brochure with testimonials, 6 page, 4 color consumer brochure, Health Rejuvenator, 3 models color brochure with testimonials, 6 page, 4 color consumer brochure,
agency written press releases, bios of Bill and John, 8 page color brochure, Corporate fact sheet, agency written press releases, bios of Bill and John, 8 page color brochure, Corporate fact sheet,
Company History). Informative and very conventional. Company History). Informative and very conventional.
15. Third-Party Endorsement Package. Very impressive and very useful in a variety of ways. 15. Third-Party Endorsement Package. Very impressive and very useful in a variety of ways.
16. Physical Therapist’s Patient Referral Brochure. Conventional presentation. 16. Physical Therapist’s Patient Referral Brochure. Conventional presentation.
17. Personal Trainer Biz Op Literature. Needs Direct Response treatment and kick. 17. Personal Trainer Biz Op Literature. Needs Direct Response treatment and kick.
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***sample of a direct response PR piece*** ***sample of a direct response PR piece***
FOR IMMEDIATE RELEASE FOR FURTHER INFORMATION CALL FOR IMMEDIATE RELEASE FOR FURTHER INFORMATION CALL
JOHN SMITH AT 800-555-7890 JOHN SMITH AT 800-555-7890
“San Diego Physical Therapist Discovers Remarkable “San Diego Physical Therapist Discovers Remarkable
Method Of Assuring Patients Finish Treatment... Method Of Assuring Patients Finish Treatment...
In Spite Of All The Managed Care Pressure!” In Spite Of All The Managed Care Pressure!”
When Managed Care slashed funds BEFORE patients fully recovered, PT Paul Allen used to get totally frustrated. When Managed Care slashed funds BEFORE patients fully recovered, PT Paul Allen used to get totally frustrated.
Then, last November he implemented a program called “AAA Rehabilitation And Management System.” Since Then, last November he implemented a program called “AAA Rehabilitation And Management System.” Since
then his patients have been working on routines designed to be finished at home, when Managed Care pulls the then his patients have been working on routines designed to be finished at home, when Managed Care pulls the
financial rug out from under them. As a result, Paul’s patients get completely rehabbed, doctors who refer patients financial rug out from under them. As a result, Paul’s patients get completely rehabbed, doctors who refer patients
know the rehab job is completed 100%, and instead of being frustrated, Paul’s been able to truly help patients not know the rehab job is completed 100%, and instead of being frustrated, Paul’s been able to truly help patients not
only to recover, but to stay healthy as well! only to recover, but to stay healthy as well!
Allen, a highly respected and decorated 20-year veteran of the PT field confesses, “When Manage Care and Cost Allen, a highly respected and decorated 20-year veteran of the PT field confesses, “When Manage Care and Cost
Containment became the dominant influences in California health care, my patients were being cut off left and Containment became the dominant influences in California health care, my patients were being cut off left and
right. Then, several months ago, I initiated AAA Rehabilitation And Management System, which allowed right. Then, several months ago, I initiated AAA Rehabilitation And Management System, which allowed
patients to work at home when they got cut off. Now I tell patients not to worry about managed care and show patients to work at home when they got cut off. Now I tell patients not to worry about managed care and show
them how to finish up at home despite the Managed Care problem.” them how to finish up at home despite the Managed Care problem.”
Allen gives a powerful and insightful interview. He’ll tell your readers...exactly how he was feeling Allen gives a powerful and insightful interview. He’ll tell your readers...exactly how he was feeling
before he implemented his completion program, what specific incidents caused him to entertain new ways of before he implemented his completion program, what specific incidents caused him to entertain new ways of
beating the system, how what Paul did can be initiated by any PT who wants to do it, which patients benefit the beating the system, how what Paul did can be initiated by any PT who wants to do it, which patients benefit the
most, which patients benefit the least, how referring doctors have reacted to the program, why Paul has regained the most, which patients benefit the least, how referring doctors have reacted to the program, why Paul has regained the
enthusiasm and devotion to PT that had been lost in recent years. enthusiasm and devotion to PT that had been lost in recent years.
To schedule an interview with Paul, or to get more information on AAA Rehabilitation And Management To schedule an interview with Paul, or to get more information on AAA Rehabilitation And Management
System, call 1-800-555-7890. You and your readers will be thrilled to learn about the innovations being developed System, call 1-800-555-7890. You and your readers will be thrilled to learn about the innovations being developed
in the midst of the current crisis, and how they can find a simple solution to an apparently difficult problem. in the midst of the current crisis, and how they can find a simple solution to an apparently difficult problem.
### ###
Page 153 Page 153

Page 154 Page 154

“How A San Diego Physical Therapist Went From Being A “How A San Diego Physical Therapist Went From Being A
Frustrated Tool Of Managed Care Bureaucrats...To A Hero Frustrated Tool Of Managed Care Bureaucrats...To A Hero
In The Eyes Of Her Patients In Only Two Months!” In The Eyes Of Her Patients In Only Two Months!”
San Diego - Karen has been a PT for nine and a half years, and is getting so that she hated many days in San Diego - Karen has been a PT for nine and a half years, and is getting so that she hated many days in
the clinic...as opposed to her pure joy coming into work each day when she first got started. With each the clinic...as opposed to her pure joy coming into work each day when she first got started. With each
passing year, instead of the pride and deep personal reward she got from helping people get their life put passing year, instead of the pride and deep personal reward she got from helping people get their life put
back together...she felt more and more like a pawn in managed care’s game of business chess. It tore her back together...she felt more and more like a pawn in managed care’s game of business chess. It tore her
up when she had to let a very incomplete rehab protocol end, because some idiot bureaucrat has up when she had to let a very incomplete rehab protocol end, because some idiot bureaucrat has
determined that there’s only x amount of visits and treatment necessary for the average patient. determined that there’s only x amount of visits and treatment necessary for the average patient.
She Got Sick To Her Stomach Every Time She Was She Got Sick To Her Stomach Every Time She Was
Forced To Cut A Treatment Short Forced To Cut A Treatment Short
“How did it ever get so these dweebs in suits decide how I treat my patients?” Karen used to say to herself regularly, as she escorted “How did it ever get so these dweebs in suits decide how I treat my patients?” Karen used to say to herself regularly, as she escorted
another unfinished patient out the door for good. GOD, how she wished there was something she could do! She can’t afford to finish patients another unfinished patient out the door for good. GOD, how she wished there was something she could do! She can’t afford to finish patients
up for free, or even for a reduced fee, because her margins are so thin as it is! up for free, or even for a reduced fee, because her margins are so thin as it is!
AAA Rehab And Management System AAA Rehab And Management System
A couple of months ago, Jim, a friend Karen went to school with said he’d never had more fun and had more patients gratitude for a job A couple of months ago, Jim, a friend Karen went to school with said he’d never had more fun and had more patients gratitude for a job
well done. She was stunned, and asked him how he was getting patient’s protocols completed when most people couldn’t afford to continue well done. She was stunned, and asked him how he was getting patient’s protocols completed when most people couldn’t afford to continue
once cut off. He told her he had become an affiliate of the AAA Rehabilitation And Management System sponsored by 5-STAR. He said once cut off. He told her he had become an affiliate of the AAA Rehabilitation And Management System sponsored by 5-STAR. He said
he’d heard about it in a professional journal, and decided he had no reason not to explore it, and requested their FREE Special Confidential he’d heard about it in a professional journal, and decided he had no reason not to explore it, and requested their FREE Special Confidential
Report and Video Info-Pak. He saw how simple it is to beat the managed care accountants, and regain the appreciation of patients who not Report and Video Info-Pak. He saw how simple it is to beat the managed care accountants, and regain the appreciation of patients who not
only can afford to complete their treatment...but can actually get on a long-term, permanent recurrence prevention and maintenance program! only can afford to complete their treatment...but can actually get on a long-term, permanent recurrence prevention and maintenance program!
Karen was so excited she immediately got the same FREE Info-Pak, and in only a couple of months, had found the spark and true love of PT Karen was so excited she immediately got the same FREE Info-Pak, and in only a couple of months, had found the spark and true love of PT
that attracted her into this amazingly rewarding profession in the first place! You can discover what Karen and Jim found by calling 1-888- that attracted her into this amazingly rewarding profession in the first place! You can discover what Karen and Jim found by calling 1-888-
333-5546, 24 hours, toll-free, for a FREE recorded message, and to get your FREE Info-Pak sent out to you immediately! CALL NOW, so 333-5546, 24 hours, toll-free, for a FREE recorded message, and to get your FREE Info-Pak sent out to you immediately! CALL NOW, so
you can join Karen and Jim, and fall in love with PT and its rewards all over again! Discover what the accountants will never tell you! you can join Karen and Jim, and fall in love with PT and its rewards all over again! Discover what the accountants will never tell you!
Page 155 Page 155

The End The End
Page 156 Page 156

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How To Make How To Make

How To Make How To Make

Table of Contents Table of Contents

Introduction to Marketing Checkups Introduction to Marketing Checkups

Sales Checkup Sales Checkup

and so on. and so on.

The Better The Advice - The Better The Advice -

A cassette deck A cassette deck

Dear John, Dear John,

Plus more . . . Plus more . . .

Everything Is Covered By My Money-Back Guarantee. Everything Is Covered By My Money-Back Guarantee.

Your Name Your Name

Please bill my credit card. Please bill my credit card.

Card Number:__________________________________ Expiry Date:________________ Card Number:__________________________________ Expiry Date:________________

First Name:___________________________ Last Name:___________________________ First Name:___________________________ Last Name:___________________________

Business Name:____________________________________________________________ Business Name:____________________________________________________________

City__________________________________________IL_________Zip Code:___________ City__________________________________________IL_________Zip Code:___________

Ph: ___________________________ Fax: ______________________________ Ph: ___________________________ Fax: ______________________________

Email: ______________________________ Website: _________________________________ Email: ______________________________ Website: _________________________________

Hello ________ Hello ________

Absolutely NOT. Absolutely NOT.

[Your Name] [Your Name]

How To Double Or Triple How To Double Or Triple

Phone Script For Phone Script For

Client: Hello. Client: Hello.

You: Is this ________ You: Is this ________

Client: Yes. Client: Yes.

Client: Yes. Client: Yes.

How To Customize Marketing Checkups How To Customize Marketing Checkups

And of course... And of course...

Everything is covered by my money-back guarantee. Everything is covered by my money-back guarantee.

[Your name] [Your name]

How To “Close The Sale” How To “Close The Sale”

Marketing Checkup Marketing Checkup

1. Name of company(s)? 1. Name of company(s)?

a. Name of consultants a. Name of consultants

b. Assignments given to consultants b. Assignments given to consultants

c. Results obtained by consultants c. Results obtained by consultants

1) Sales Letters 1) Sales Letters

2) Advertisements - Newspaper. Magazine etc. 2) Advertisements - Newspaper. Magazine etc.

3) Editorial write ups 3) Editorial write ups

4) Yellow Pages ad 4) Yellow Pages ad

6) Follow up letters to your customers 6) Follow up letters to your customers

First Name:_____________________________ Surname:_______________________ First Name:_____________________________ Surname:_______________________

Telephone:_____________________________ Mobile:_____________________ Telephone:_____________________________ Mobile:_____________________

First Name:_____________________________ Surname:_______________________ First Name:_____________________________ Surname:_______________________

Telephone:_____________________________ Mobile:_____________________ Telephone:_____________________________ Mobile:_____________________

[Your Company] [Your Company]

How To “Confirm” the Time How To “Confirm” the Time

Hello Argus, Hello Argus,

Your Name Your Name

The Marketing Checkup Outline The Marketing Checkup Outline

Part 1. Before the Checkup. Part 1. Before the Checkup.

Example 7: Thank You Letter Example 7: Thank You Letter

Hello Argus, Hello Argus,

[Your Name] [Your Name]

How to Turn Your Checkups How to Turn Your Checkups

Ads and Free Reports Ads and Free Reports

Yellow Pages Consultation Yellow Pages Consultation

Lead Generation Lead Generation

Attention: Business Owners Attention: Business Owners

Special Report 1 Special Report 1

1. Avoid mailing labels. 1. Avoid mailing labels.

Surgeon's Income Manual

Surgeon's Income Manual

Card Number:________________ Expiry Date: Card Number: Expiry Date:

First Name:_____________ Last Name:_ First Name:_ Last Name:_____________

Business Name: Business Name:

City______________________________________IL_Zip Code:_ City________________________________IL_Zip Code:_______

Ph: ___________ Fax: Ph: _ Fax: __________________

Email: ______________ Website: _ Email: Website: ___________________

Hello Hello

You: Is this You: Is this

First Name:_________________ Surname:_ First Name:_ Surname:_____

Telephone:___________________ Mobile:_ Telephone:_ Mobile:___

First Name:_________________ Surname:_ First Name:_ Surname:_____

Telephone:___________________ Mobile:_ Telephone:_ Mobile:___

_7. Develop a “stick program.” _7. Develop a “stick program.”

sample of a direct response PR piece sample of a direct response PR piece