MYB Revised 100page Version FINAL PRINTREADY PDF

_________
Multiply Your Business

Gerry Robert
Table Of Contents
_________________
The Ten Realities
Page No.
The Consumer Mindset Has Changed......................................................... 6

The New Sales & Marketing Model............................................................ 10
Almost Everything Youve Learned about
Sales and Marketing Should be Forgotten.................................................. 15
Traditional Advertising and Marketing No Longer Work........................ 22
They Dont Care About You...................................................................... 29
You Are Perceived to be the Same (Differentiation).................................. 32
You Are Not Heard Without the Power of Visibility................................ 36
Slick is OUT. Credibility is IN................................................................. 38
How Fast You Close Depends on
How Well You Start (Authority)................................................................ 41
Getting Others To Sell For You!................................................................ 44
How to Use Education Marketing to
Generate 200+ Prospects............................................................................ 72
Publishing a Book is The Absolute Best Marketing
and Income Acceleration Tool In This New Economy.............................. 89
All Rights Reserved

Copyright MMXIII by Gerry Robert
this book may not be reproduced in whole or in part, by any means,
without written permission of the author.
Black Card Books
Suite 214, 5-18 Ringwood Dr. STOUFFVILLE,
Ontario Canada, L4A 0N2 1(877) 280-8536
Email: cs@blackcardbooks.com
hat business
Are You In?
he goal of
this book is to
help you create
uncontested market
space and make
the competition
irrelevant.
Introduction
_________________
hat business are you in? The answer to that question must be
MARKETING. You might be great at what you do but unless you
understand and get really efficient at marketing, you wont make it
in todays economy. There are new marketing realities. Those who
know about these critical shifts in the marketplace can capitalize upon
them; those who dont are destined to continue to suffer poor business
performance or even perish in the marketplace.
Its getting much tougher to win in a big way today. Profits will
continue to be squeezed. As companies try and gain market share by
competing and by doing more of what continues to be ineffective, a
new breed of marketers are emerging; those who create uncontested
market space and make the competition irrelevant.
New Marketing Reality 1

________________________

The Consumer Mindset Has Changed
hink back to 1995. How have consumers changed since then? Are
they more informed today than back then? What about 1985; that
was only twenty some years ago? What is different about consumers
today than in the mid 80s? Are they more loyal today than they
were? Are they more trusting today than they were when Cheers
ruled TV? What about 1975? Thats some thirty ago. Is the buying
public much different today than they were then? Are they less
skeptical today than they were then? Are they more gullible today?
Do they trust people more today than they did when Archie Bunker
was the star of All In The Family? Would you say that you, your
friends and neighbors are more bombarded with marketing messages
today than before? Is the general mindset of people today more
demanding or less? Do you have more choices or less in this Internet
age?
On a whole do you think consumers are as trusting as they were in
1965, in the days of Marcus Welby? The answer seems obvious.
re Consumers
today...
More or less informed?

More or less loyal?
More trusting or less?
More or less skeptical?
More gullible or less?
Consumers in todays economy are much

more skeptical and much more informed.
Many have been burned by their banks,
brokers and other formerly highly trusted
advisors. They are looking to build
longterm relationships with credible
specialists; and you can expect them
to perform much higher levels of duediligence. But once they decide, they will
be a loyal client rather than a customer.
7
ou have two choices:
1. Re-invent Your Marketing

2. Continue to Suffer

________________________
Do consumers trust sales people more or less?

Are they bombarded with marketing messages more or less?
Are they more demanding today or less?
Do they make more choices or less?
hy bring up what was going on in the mind of consumers

during the reign of Richard Nixon versus George Bush? Because even
though the shift has been enormous, the practices of sales people,
entrepreneurs and marketing departments hasnt. Thats why they
struggle so much. They are using antiquated methods and strategies
to grow their businesses without accounting for the changes that have
obviously taken place in the marketplace.
If you are still using the same old sales and marketing strategies that
might have worked when Johnny Carson was the king of nighttime
TV, youre dead in the water today. Sadly enough, we will show you
how the vast majority of marketers today have never changed with
the times to account for the 10 New Marketing Realities.

________________________

The New Sales & Marketing Model
fter years of research on a global scale, we have come to the

conclusion that the reason most sales results suffer so much has to do
with the fact that people do not account for the shift in the consumer
mindset. Another way this shows up is in the way people attempt to
build their business or grow their practices. And this is true across
the board, whether we examine the financial services industry or
chiropractic; it doesnt change all that much for dentists or real estate
agents. Geography does not seem to affect this mismanagement
of marketing efforts either. Weve tested these realities from Kota
Kinabalu in Malaysia to Kanata, Canada.
10
he Problem
Lies in the
Business Model:
The Approach to
Growth
11

________________________
The New Model
12

________________________
et the triangle on the opposite page represent the population on a

whole and let the top part of that triangle represent the small number
of people who will give you most of your business. Most people agree
that a small percentage of the population will give them most of their
sales. This 20/80% rule is widely accepted. The top of the triangle
represents that profitable group of prospects or future clients who will
purchase your product or service within the next few weeks, months
or years. They exist. They are real.
The bottom part of the triangle represents the vast majority of the
population and it is still where our research clearly shows most
businesses attempt to find business. This is why so many of them
work so hard for such poor returns, yet they continue, year after
year trying to find customers in this vast wasteland that we call the
Unknown Marketplace. We named it that because whats unknown
is the peoples predisposition to buy what you are selling. You are
throwing all kinds of money, time and effort to a huge group of
people who have not identified themselves as somewhat predisposed
to buying your product or service.
The way to win in business is to only market to and spend time with
the Known Market. The 20% of people who will yield 80% of your
income; those people who have put their hands up and somehow said,
Im somewhat likely to buy what you are offering!
By attempting to find the Known Market from the bottom up, you are
doomed to poor sales and marketing results. A much better method
exists. It causes the Known Marketplace to come directly to you!
13
orget Chasing Them!
Make Them Come

Directly to YOU.
14

________________________

Almost Everything Youve Learned about Sales and Marketing
Should be Forgotten
The Secret Weapon is called Attraction
(Explained fully and contained exclusively in Marketing Reality #12.)
15
ouve
been trained in
antiquated methods!
16

________________________
f youve been in business or sales for more than five years, chances
are you have been trained in obsolete methods and strategies. If you
are using the same old marketing and sales techniques that might have
worked in the past, you need a refresherbecause that old stuff doesnt
work any more.
3
Chasing customers isnt the way to get rich today! Use a more
powerful tool attraction!
Manipulation is out!
Cold calling is ridiculous in this economic environment yet

there are still books being published teaching you how to do it.
There is a new way to sell today. Look at the various aspects of the
selling process from finding prospects to closing sales, to customer
follow-up, and you will see that what might have worked previously
no longer applies today. Yet there is no shortage of seminars, coaches,
books and systems teaching people strategies that neither understand the
changes in the mindset of consumers nor the more effective methods to
create massive shifts in sales results.
Look at prospecting for example. Many people have been trained in the
idea of chasing prospects. We are told that selling is a numbers game.
The idea is that if you just throw enough mud on the wall, some of it is
bound to stick. We are told to be strong and all we need is tougher skin.
We should feel happy and just deal with rejection. We need to get 99
nos and thatsomehowis a good thing because we are closer to the
yes. Ridiculous.
They forget to tell us how long it takes to be rejected 99% of the time.
They never talk about the emotional cost of being rejected so much. No
wonder salespeople are constantly moving from company to company,
industry to industry... thinking that they should just be stronger.
Tougher.
17

________________________
nstead of chasing prospects, we believe that you need to get them

coming to you. We will show you how to become a magnet to tons of
prospects who are predisposed to buy what you are selling and make
them come directly to you.
Doesnt that sound better?
You would also do well to forget silly notions of closing sales
the way youve been trained. Many of you have been trained to
manipulate prospects to buy. Of course you need to ask for the order
but learning the killer power close is a waste of time. Consumers just
dont fall for this type of verbal handiwork.
The era of the one night stand is gone.
The sale merely consummates the courtship,
at which time the marriage begins.
Theodore Levitt
Harvard Business Review
18

________________________
he way most people try and sell is very much akin to the
difference between a one night stand and a marriage. The money
is in the marriage model not the one night stand. Marketers today
need to get their eyes off the short-term model of one night stands.
You need to focus on the long-term. Frankly, you wouldnt use the
same language and strategies for both goals. If you want to score
a sale tonight, you will say and do just about anything to close the
sale. Thats the way so many salespeople and so many marketing
departments do it today. All they are interested in is the next sale.
The winners today follow the marriage model. Your approach to
entering into the marriage model would be quite different than if you
were merely taking someone home with you for a night.
The highest income earners today are not using outdated methods of
cold calling and customer manipulation.
19
elling is like
kissing!
20

________________________
ou cant kiss someone who is backing away from you. The best
kissers are always leaning forward. Thats what you need to get
prospects doing... leaning toward you. (Not trying to sell people who
are backing away from youlike so many people do.)
The problem is that it is so infrequent that salespeople are in front of
hot prospects that they have to rely on high pressure tactics. What if
you had dozens, hundreds or even thousands of prospects filling your
pipeline? You wouldnt have to use silly closing tricks to close the sale.
21

________________________

Traditional Advertising and Marketing No Longer Work
he reality of our marketplace is that what might have worked

in the past is no longer effective. Costs are rising and results are
constantly going down. The result is a shrinking profitability and
return on investment for anyone using traditional methods for
reaching their market.
Traditional advertising costs have risen at staggering rates, yet what
used to bring in 200 or 300 customers to a retail establishment would
be lucky to pull in 10 today. Yellow Page advertising has doubled
in price in the past decade, yet with all the clutter and plethora of
options, the results continue to decline. Still, so many industries
continue to advertise there unabated.
The same is true for direct mail advertising. What used to produce
a 3%-5% response rate would be lucky to pull in .05% today. That
fact surely isnt reflected in how much it costs to produce and
distribute that same mail piece. Still, marketers continue to shovel
paper marketing pieces to the marketplace, many times without even
thinking.
22

________________________
Your advertising needs to overcome 5 Obstacles:

1. Establish Your Credibility
2. Get Your Message Heard
3. Increase Your Trust Factor
4. Make YOU Stand Out
5. Must Buy Shelf Life
Given the sheer amount of marketing messages hitting consumers
today, your advertising (and we consider everything from sales
calls to emails to webpages as advertising) needs to feature you as a
credible vendor, not a product-pusher. Even if you work for a huge
corporation with fancy brochures and fandangled websites, you still
need to establish your personal credibility. Prospects dont believe
you! They dont think youll tell the truth. So you need to show that
you know what you are talking about. They work hard for their
money and they need to know that you will direct them with credible
information.
23
elling wasnt
always a dirty word!
24

________________________
ecause we are bombarded with hundreds of marketing messages

every single day, we tend to tune out. Those of us wishing to smash
through that clanging, need to be aware of the challenges our message
has in terms of even being heard today. Without knowledge of this
sad reality, millions will continue to be spent with little or no avail.
Not only does your message need to penetrate the marketing noise
out there, it needs to convey what you are about. It needs to show
you, your product or service and all its benefits fully. Thats not an
easy task today given the volume of marketing noise.
What do people buy? Really? They buy YOU. They dont care about
your fancy brochure, they buy you. So any time your advertising can
help prospects trust you more, the more effective it will be. People
dont trust marketers or salespeople like they did 20 or 30 years
ago. Research has proven conclusively that those of us in sales or
marketing are not believed and people treat us with more suspicion
than ever before.
25
f Trust Is
So Important Today,
What Should Your
Marketing Focus
Be On?
26

________________________
hen your advertising helps people trust you more, you win more.
There are several ways to do this as we will see later, but it must include
information about how knowledgeable you are and that people can rely
upon you when it comes to their money.
A key part of this is that the bigger the purchase or, the money at stake,
the greater is the potential for fear in their mind. Your advertising,
positioning and branding needs to help lower that level of fear in their
mind.
Your advertising needs to make you stand out. Dont miss the emphasis
here. We mean YOU. So often you create great marketing materials
and you sell everything else but you. Product pushing doesnt work any
more, not like it used to.
In addition, you need to somehow be seen by the consumer you are
seeking to reach. When they listen to so many radio commercials, not
to mention television, email marketing messages and direct mail, its no
wonder that you have to work ten times harder to get your advertising
in front of them. Just getting them to see it is a major task. But it must be
done. You have to find a way for your advertising, your sales efforts and
your marketing to stop them and have it say Here I am... pay attention
to this!
Shelf life is another obstacle your advertising needs to overcome in
todays marketplace. Its expensive! But too often its here today and
gone tomorrow. Newspaper advertising is gone after just a few hours,
the same with radio and TV. Flyers and direct mail dont fair any better.
Magazine ads are thrown out many days before the end of the month.
So what is one to do?
Buy shelf life, thats what you need to do. Thats one of the reasons a
book is such a great advertising tool. It keeps you, your company, your
message in front of the prospect for days, weeks, months, even years.
The perceived value of a book is enormous. People dont throw out
books.
27
eople Dont
Throw Out Books!
Now thats shelf life.
28

________________________

They Dont Care About You
ow this might seem obvious but its not when it comes to sales
and marketing. Most of what passes as advertising is nothing more
than flag-waving drivel. Its nothing more than non-believable noise
from people who think way too much of themselves. Messages like
The Best, Number 1, The Biggest are not believed today and
say nothing. People dont care about you. They care about themselves
and their problems.
Still 99.9% of the efforts of salespeople and marketers are nothing
more than this look at me, aint I great advertising. We see it
starting right at the headline of most marketing pieces and advertising
websites. It starts right at the top. Marketing 101 tells us the first
thing the eye sees when it looks at an ad is the headline, yet most ads
feature things that are of no interest to the very people they seek to
influence.
Most ads include their company name, logo or silly picture in the
headline. Why? Because they dont understand the main message in
this book which is that consumers have changed but your marketing
strategy hasnt. They dont care about you.
29

________________________
o why put the company logo at the top of a websites homepage?

Seriously. I know why. Because the owner of the company, the
salesperson or the creator of that logo loves that logo. They say
its for branding purposes but its not. The real reason has more to
do with the fact that they spent so long developing it that they are
emotionally tied to it. And since everyone else does it, then it must be
okay. Its not.
Including pictures, corny slogans and details of your product are
a waste of time. Why? Because the average consumer doesnt care
about you. They care about themselves.
Weve seen advertisements include information that is ridiculous.
New patients welcome! No kidding. Dont they think we can figure
that out? Thinking of buying or selling your house? Why do so
many real estate agents use that same slogan? And if everyone else is
using it, why are you?
30
he Business
Multiplier way is
to remember that
prospects dont care
about you!
31

________________________

You Are Perceived to be the Same (Differentiation)
ou and I know that you are different from the competition, but the
general marketplace doesnt. I imagine you are very good at what you
do and that you really care for your customers, but the people you
are trying to reach dont. You might have special training, different
equipment, and more satisfied clients than the other person down the
street who sells what you sell, but in the mind of todays consumer,
you are just like them. A financial planner, is a financial planner, is a
financial planner.
From a marketplace perspective, all chiropractors are viewed the
same. A dentist is a dentist to most people. The reality is probably far
from the truth, but when it comes to marketing...
32
erception is
Reality.
And most of you
are perceived to
be the same as the
next guy!
33

________________________
he resulting effect is terrible for those of us trying to gain

marketing results. The result is commoditization. You have become
a commodity. You are not any different than all the others in your
industry. You look just like them. Your signs at your office are just
like all the others. Your Yellow Page ads are exactly the same. Your
brochures are similar. Your ads dont say that you are any different.
There seems to be a disease of sameness.
This hasnt happened by accident. Its happened because people are
creatures of habit. They do what others do without really thinking.
They have always done it that way so that paradigm governs their
choices in marketing, but its a disaster and one that you can easily
overcome and gain significant strides quickly and permanently.
Jean Ann Dorrell is a financial advisor in Tarpon Springs, Florida.
Shes one of the best. She sells financial solutions to seniors. The
problem is that there are almost more financial advisors in her area
than there are seniors.The competition is outrageous. Dorrell needed
a way to differentiate herself from everyone else who sells what she
sells.
Is she one of the top salespeople in the country? Yes. Is she trained in
a specialty? Yes. Does she have a myriad of happy customers? Yes.
Is she trustworthy? Yes. Does she get tons of referrals? Yes. Does she
sell great products? Yes. Do prospects see her any differently than all
of her competitors? NO.
34

________________________
o, she contacted our firm and we

helped her instantly and permanently
separate herself from everyone else who
does what she does. The result was
staggering for her. She published a book
entitled Protect Yourself - Everything
Seniors Need to Know to Avoid Being
Taken Financially. She isnt looking to
make money from selling books, she just
wanted to position herself as an expert and
an ombudswoman to her target population.
How many financial advisors are authors?
Talk about the power to stand out above
the crowd.
35

________________________

You Are Not Heard Without the Power of Visibility
iven the current marketing conditions, you need to be seen

regularly by your prospect base. They not only need to see you and
your message frequently, you need to be seen in a certain way. The
more frequently they see your full message, the better chance you
have that they will respond to it.
There exists a real need today to utilize innovative methods for
getting in front of clients. You need to consider strategies that are
perhaps different than what is currently the standard for your
industry. Dr. Lou Spinozzi, an optometrist from Denver, Colorado
regularly attends dental conventions for ideas. Hes got the idea. He
now uses unique tactics such as press releases, postcards, articles and
interviews he sets up as marketing. Of course, hes also written a book
specifically to help him get the visibility he needs to stand out in the
marketplace.
Another example is Dr. Cynthia Barnett. She is an executive coach in
Norwalk, Connecticut. Understanding the need to gain visibility to
professionals seeking to improve themselves, she authored a simple
110 page book for the express purpose of becoming more visible.
What she found was staggering. She received lots of FREE publicity
even before her book was written. As an author, she was interviewed
and used that exposure to gain even more interviews. Time Magazine
even featured her in an article about women in transition. Talk about
visibility!
36
book guarantees
you instant (and never
ending) visibility!
37

________________________

Slick is OUT. Credibility is IN
irst came Dress for Success, teaching you the importance of

looking sharp if you are looking to succeed in sales. Then the
seminars about everything from Power Closing Skills to Professional
Selling Skills by leading management consulting companies... even
courses teaching you how to manipulate people based on their eye
movement. The end result was to make you a slick sales person.
Listen carefully. The quality of the pen you use isnt nearly as
important as the depth of your credibility. Is the way you look
important? Of course it is. Should you not drive a nice car if youre
taking prospects to look at houses? Sure, it should be a great car! But
when it comes to comparing externals like dress, pens and cars to
internals such as integrity, knowledge, character and trust, they arent
even comparable.
The reality of our day is that unless you are seen as a trusted, credible
advisor who solves problems for people and that you will put them
and their needs ahead of what you are pushing or will make from
them, you are dead in the water.
This is another example of why you need to consider yourself as
opposed to your company as the key offering. You need to create
a perception in the mind of your target population that you can be
trusted. You need to position yourself as knowledgeable. They will
buy YOU first.
38
ho do they
buy first?
1. YOU
2. Product / Service
3. Company
39

________________________
If your prospects buy you and buy on trust, then why is product
pushing so prevalent in your marketing? Whenever you compete
strictly on a product basis, you turn yourself into a commodity and
that is not the way to create market dominance. Thats the way to
suffer in the vast wasteland of low fees, shrinking profits with dismal,
ever-shrinking results.
40

________________________

How Fast You Close Depends on How Well You Start
(Authority)
r. Robert Cialdinis fantastic book Influence The Psychology

of Persuasion clearly shows the power of authority for helping in the
sales and marketing arena. Among other important keys such as social
proof and likeability was authority. That ability to be seen as someone
people should listen to. He described the power of this while reporting
about the scientific research work of Dr. John Milgram.
The famous Milgram studies concluded that if someone held a high
enough position of authority, he could get subjects to do just about
anything. His seminal study involved gathering students in a waiting
room where they came to participate in a study on electricity. He
would go into the waiting room dressed in his white medical smock,
stethoscope and clip board to pick subjects. He would take them
into the lab two at a time. Once inside he placed one of the students
in a chair and hooked him up to electrodes while the other student
watched. Once done, the second student would go to the other
room where all the electrodes gathered to the back of an electrical
contraption.
The second student was told that he was there to measure the effects
of electricity on the human body. He was to ask a question of the
zappee and if the question wasnt answered correctly, he (the zapper)
had to flip a switch on the electrical machine which would shoot
a jolt of electricity through the wires into the zappee. In addition,
after every question asked, the zapper would double the watts being
sent into the other student. After 4 or 5 wrong answers, there were
screams from the other room yet, still he was told to flip the
switch.
41

________________________
It got so bad that the screams could be heard down the hall. The
zapper was admonished to continue regardless of the protests and if
the zappee refused to answer, the zapper was to consider that a wrong
answer and zap him anyway. By this time, the screams were bloodcurdling. Still the doctor, white smock and all, told him to continue.
s it turns out, the zappee wasnt actually hooked up to the

machine - it just looked that way to the zapper. The purpose of the
study was to see how far someone would continue to inflict pain on
another because an authority figure had told them to do so. The
results were shocking (no pun intended). Because it was a doctor who
was giving the orders, the student acquiesced, even though he knew it
might hurt or possibly kill the other person; he did what he was told.
This whole exercise proved the power of authority in the persuasion
game. As a salesperson or marketer of any kind, you want to influence
others. Well, Milgram would tell you to make sure to create an aura
of authority so you can move the sale in your direction. Even if you
are new, even if you are not the best in your company, we suggest
you include an authority orientation in your marketing because in our
day, it moves your objectives forward.
The power of this can be enormous. For example if you can
consummate the sale in 2 visits instead of 4 or 5. If they see you as a
knowledgeable person of authority, they will accept your proposals
much more readily decreasing the time from introduction to purchase.
42
hat if you could

accomplish more sales
in less time?
43

________________________

Getting Others To Sell For You!
Heres my mission statement, said the New York City Cab driver
to my friend, Kenneth Blanchard, as the bags were being placed in the
trunk. A cab driver with a mission statement? Yes! My mission is
to take you to your destination in the most pleasant
manner possible.
Not only that but Ken informed me that the cab driver showed him a
card that listed all the radio shows he could listen to or he could get
a spoken tour from the driver. He was offered coffee or tea. The
driver even had a cooler on the front seat with snacks. This is not a
limo but a regular New York City Yellow Cab. Can you imagine the
word-of-mouth advertising this cab would get?
44

________________________
How about what you sell?

Getting others to sell for you!
If you think for a moment that you dont advertise, THINK AGAIN.
You do! Every day you advertise in various ways. The message you
send out (intentionally or otherwise) speaks volumes. Unfortunately,
sometimes the talk isnt very loud and the times when it is loud,
its the wrong kind. Not many people know how to use it to their
advantage. Every salesperson within the borders of your country
should learn to use it to attract positive attention to themselves. It
makes selling so much easier.
I received a letter from a financial planner and he had glued a penny
to the letter. That day I had received a lot of mail but his letter
quickly stood out from the rest. You need to do things to stand out
from the rest. There are dozens, hundreds and perhaps thousands of
people who sell what you sell. Why should they buy from you? You
need to stand out from the pack. You can get so much mileage with
word-of-mouth advertising and I am often puzzled why people dont
try to generate more of it.
45
hat are you

doing to stand out
from your competition?
46

________________________
Word-of-mouth advertising...

is inexpensive
is easy to do
requires creativity
works every time
is quick
is fun
The reason Im so excited about this is because how easy it is to do

given that most of your competitors are stuck on automatic pilot
when it comes to this stuff. Everyone is doing the same old thing,
producing mediocre results but they do it anyway, year after year. So
to blow your prospects mind is relatively easy to do if you simply do
something different.
Energize the Talk Factor
Listen, you want people to be talking about you and what you sell.
Thats one of the keys to success. It lowers the possibility of rejection
and gets people who are predisposed to buy what you sell to call you.
Isnt that better than knocking on doors, being rejected all day long?
Just by doing a few little things differently, you will stand out in the
minds of prospects and I promise, theyll tell others about you.
Here are a few low-cost, high-talk yield strategies you could begin
doing right away. Adapt them to your personality and industry but
dont discount them because they appear so simple. Unless, your
current referral rate is above 60% then quickly start implementing
some of these ideas.
47

________________________
Do something for FREE to every client.

A painting contractor in Canada has printed a special block on its
invoices. Every paint crew must find one little thing to fix on every
job. The item is repaired for FREE and must be initialed by the crew
manager. The customer is always informed of the freebie.
It might be something small but they tell their friends about it.
Do something for the kids and family.
I know an insurance agent who brings a kids video to sales
presentations to keep the kids occupied during the sales call. A dry
cleaner, regularly gives a rose and says, Give this to someone you
love. Do you think that would get people talking?
Pay your prospects for leads.
Have a draw.
Use humor.
Greg & John Rice from Florida are Vertically Challenged, they are
midgets. They mail posters to their database with funny sayings on
them. The funniest one is a picture of these short people standing in
front of a urinal that is considerably higher than they are and then
saying is So, you think you have problems.
48

________________________
Send cartoons through fax just to keep in touch.

It will brighten up someones day and the reward is that theyll talk to
others about you.
Dont nickel and dime the customer.
If you sell cars, fill up the tank when they take away the car. Dont
you just hate it when people try to get every penny from you? Avoid
this like the plague. People will talk when they are treated special.
Be an information source.
Give reports, telephone numbers and contacts that your customers
will find beneficial.
Take pictures of your customers and then mail those to them.
49

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Brighten somebodys day.

Make dealing with you the highlight of the customers day. At a
grocery store, if ever there are more than two people in the checkout
line, somebody steps up and serves cookies and ice cream to the
customers to keep them happy while they wait. Webbers
Restaurant in Ontario serves French fries to the people standing in
line.
Do something special for your target market.
A muffler shop in South Bend, Indiana womanized the decor in their
muffler shop to appeal to female customers.
Send a card or gift for every referral.
Be unique.
I heard of one consultant who wanted to meet with CEOs of major
corporations. The traditional methods did not work. Instead, she
sent a beautiful tray of muffins on Monday morning with a lovely
note, You will see me; I know you wont be able to resist seeing me
for ever. The next Monday, shed send another basket of candies
and another card. Are you ready to see me yet or do I purchase
another gift for next week? You know you will see me dont you?
She had an 85% success rate with this approach. It was expensive but
in her case was very worthwhile.
50

________________________
Stay in touch.
An insurance agent in Toronto sends out 35 letters every Friday
with a $2 toonie attached. The uniqueness of the letter gets all
kinds of attention. When he calls to make an appointment everyone
remembers the letter, including those mean secretaries who often
screen calls. Those nasty people!
Differentiate.
My computer consultant has gotten a fair amount of FREE
advertising from me with his invoice. Every invoice has a Nice Guy
Discount. Its a nice touch and makes me talk (for FREE) to others
about his service.
Become a public figure.
Write articles, booklets and books. The word-of-mouth just around
your office will be reward enough.
Why not answer a letter with an audio recording or CD?
Why not consider printing your letters in a different font or set-up?
Go the extra mile.
My automobile repair shop is North Point of Markham. They always
wash my car when I take it in for repairs. Its a nice touch and hey,
guess what? Im giving them some FREE advertising.
51
hat will you

do to service your
prospects and be
unique?
52

________________________
Give the personal touch.

Salespeople whom we work with each get a personal audio CD
response based on a profile they fill out. The individual response puts
what we do into a different category when it comes to sales training.
Never let your customers feel like a number in a database.
Give people service and be unique. Dont try to sell alone. Use
the world around you to provide a wide range of messages to your
prospects. You will leave your competition in the dust. Get those
satisfied customers to sell for you! Get Jerry Wilsons great book
called Word of Mouth Advertising. (Wiley & Sons, 1991).
How To Create Sales Letters That Make Prospects Run To You -Check in hand, yelling, Sell me, Sell me!
Theres an old joke about a wife joining her husband for the first time
on his annual deer-hunting trip. He stations her at the bottom of the
hill, instructs her to fire her gun in the air if she sees any deer, which
is very unlikely at that location. He and his buddies leave her there
as they go off into the woods.
53

________________________
Shortly thereafter, they hear shots and run back through the woods
and down the hill to find the wife holding a gun on a very unhappy
looking fellow.
Okay lady, he says, its your deer. Can I at least get my saddle off
of it? No matter how well equipped you are with the best gun and
equipment, you still wont do very well aiming at the wrong targets.
Some people have a hard time writing one sentence yet alone a
letter. But Im convinced that just about anyone can learn how to
get prospects excited enough to call them. Again, dozens of prospects
calling you is much better than you calling them one on one.
Most big sales producers understand the power of effective sales
letters. They can help introduce you to prospects, setup an interview,
cause people to become trial customers
and much more. Im on everybodys mailing list, something I
recommend you do as well, and get hundreds of sales letters sent to
me. Im amazed at how poorly some are and how fabulous others
are. I use these to help me become more effective at writing letters
and produce sales.
54
emember that
your sales letter must be
set up properly!
55

________________________
Here are 10 easy, simple and effective steps to ensure your sales
letters get the desired effect: Increased sales.
Step 1. Determine the Objective
Have you ever read a sales letter and wondered what the sender
really wanted to say? I constantly get letters that leave me wondering.
Before you write any letter, brochure or direct mail piece ask yourself
these questions:
1. What one thing do I want to say in this letter?
2. What one action do I want the reader to do after reading this
letter?
Forget the lame request, If you have questions please feel free to
contact me anytime. It doesnt work, is boring and not true. You
dont want people calling you anytime, do you? Anytime? Dont call
me anytime!!!
56

________________________
Step 2. Write an Attention Getting Headline

A headline is 7 times more likely to get read than the body of your
letter. That being the case, make sure your headline is attractive
enough to cause people to read on. Humor, works well! My
psychiatrist said I was nuts, what do you think?... Controversy is
often effective, Forget everything your mother told you about...
The point with headlines is to remember that they will cause people to
read on or STOP.
Step 3. Do Something Unique
This is not a hard and fast rule because it doesnt apply to everyone.
Thats because personality, industry guidelines or corporate culture
gimmicks might be inappropriate. For many people though they
ensure that the letter gets read, remembered and acted upon. Here
are a few examples; coins glued to the letter, including a colored dot,
a pencil mark, a blob of ink or anything that will make your letter
stand out from the rest is often helpful.
57
emember,
people dont care about you;
they care about themselves
and their pain
58

________________________
Step 4. Identify and Lead With a Problem

Rather than selling yourself, your credentials or your smile, focus on
a problem your product or service solves. Agitate this problem; dont
be afraid to make the prospect think about his pain. For example,
If youre not properly protected (insurance) you will force your wife
back to work and forfeit your childrens education, do you really
want to do that?
Most sales letters I see are seller-focused. People dont care about
you; they care about themselves and their pain. Remind them about
it, then agitate it enough for them to know that you understand
exactly what they are going through and that you have a solution.
Step 5. Provide a Free Offer
If you want people to respond, offer them something for FREE. It
could simply be a FREE Consultation, a FREE Report, and a FREE
Evaluation but give them some incentive to act NOW.
Step 6. Limit the Offer
Another idea is to offer them something and limit the offer. For
example, you can offer a 2 for 1 special to the first 50 people.
Offer something but be sure to put a date when the offer expires.
This will move many fence-sitters into action.
59

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Step 7. Answer Objections

One way to overcome objections is to deal with them in advance.
You know your prospects. You know what obstacles they would
have in responding to the sales letter. Deal with them in the letter.
Step 8. Use Testimonials
Research shows that people lend a lot of weight to the endorsement of
others. My first book, Conquering Lifes Obstacles had 27 pages of
endorsements for the first edition. When people see Norman Vincent
Peale, Zig Ziglar, Ken Blanchards support for my book, they assume
it is good.
It is a good book! Gerrys Mother
Find some satisfied clients and ask them if you could use a sentence
or two of endorsement for your sales literature. Very few will say no.
In fact, make it easy for them, write the endorsement yourself and
tell them that you want something like this. If they agree with it you
would be happy to run with it as is! Presto, an instant endorsement,
saying exactly what YOU want it to say.
60
ow many
testimonials and
endorsements
do you have?
61

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Step 9. Call to Action - NOW

If your letter does not have a call to IMMEDIATE action, dont
bother even sending it. What one action do you want people to do as
a result of reading this letter? For example, they could call you, email
something back to you, see you and much more. Give them some
irresistible reason to act NOW. Not wait, not delay, ACT NOW!!!
Of course, your call to action is stated throughout the letter but one
of the best places to do it is in the P.S. section of the letter. Research
shows that many people actually read it before the letter.
Step 10. Present the Solution
If you sell, you solve problems. No matter what you sell, you are in
the business of solving problems that prospects have. Tell them in
an enthusiastic way what your solution is. Create word pictures that
appeal to the senses. If your language is boring, guess what? Theyll
think YOU are boring!
62
ales letters are effective

and move people in action!
63

________________________
Sell what you can do for them, as opposed to your credentials. Show
them what you will do for them, how they will feel as a result of
acting on this letter. I know it might hurt your feelings but they dont
care about you, your nice kids, your fancy degree or your pretty face.
They care about solutions. Focus on pain, problems and solutions.
FREE BONUS IDEA
The approach we have found that works best is using 3 different sales
letters.
They build one upon another. That is, mention that you have
already sent previous letters. Make the length of the letters shorter
and shorter with every one and increase the heat and the FREE
Offers.
Sales letters can be effective to move people in action which will bring
them closer to buying what you sell. Be sure to follow these steps
and your chances of having them running to you yelling, Sell me,
sell me! is greater. Okay, Ive never really had anyone approach me
yelling that but you get the point!
64

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Sample Letter #1
Norman Vincent Peale wrote a book called:

The Power of Positive Thinking. He was wrong!
April 16th, 2011
Dear ChuanWah,
Positive thinking has no power over what happened yesterday! It
was a painful day. TAX DAY. Youll need a lot more than positive
thinking to survive it.
Every time you look at your mail, theres another tax form
demanding your attention - and your MONEY. As a small business
tax expert, I can promise you one thing and one thing only: it is
going to get worse, not better...unless you discover a few secrets
normally used only by the big guys to fight back!
You KNOW that the big guys often pay NO TAXES. You are not
only carrying the poor, underprivileged, homeless and unemployed
around on your back - youre paying for the multimillionaires yachts,
mansions and leisure. The question you should be asking is: Are
you going to keep paying for them?
65

________________________
Most will.
But Im at least going to INVITE you to do something different. Ive
researched, tested, used, given to key clients, and proven 101 TAX
REDUCTION STRATEGIES for people just like you. Not all of
them will work for everyone. But some WILL. (And your accountant
isnt telling you about THESE.)
Im going to reveal these strategies - in fact, Im going to give you
CHECKLIST of them as a FREE GIFT- when you attend my 3-hour
Seminar.
These 3 hours could very easily make a huge, positive difference in
your spendable CASH FLOW right now... the taxes you pay next
year...and your financial future.
To register for this Seminar - ABSOLUTELY FREE OF CHARGE
- either mail or fax in the enclosed ticket request immediately or
call 222-2222. Attendance is limited and we expect to fill every
seat quickly, so dont put off registering. As a further incentive, to
CALLING NOW, if you are one of the first 25 people to call you, will
receive a FREE Special Report called, 33 Things Your Accountant
Didnt Tell You About Saving Taxes - Guaranteed.
Sincerely
Albert Accountant, CPA
66

________________________
P.S. You may be wondering what the catch is to this DOUBLE

FREE OFFER... Well there are two catches.
1. I get publicity of my tax consulting and accounting practice.
However, I wont give a lengthy annoying sales pitch about my
services. In fact, the only thing youll hear about it is when I tell you
how to get in touch with me if you are interested.
2. I will give you a few minutes of information about a new, and I
think, a very exciting tool for making and keeping more money in just
about any profession. But I still wont pressure you to buy or even
spend a cent. Leave your check book at home.
The bottom line is: This is a VALUABLE, useful, informationfilled seminar. Its FREE - without further obligation. And I can
GUARANTEE you this...NOT ATTENDING this seminar virtually
guarantees that you will hand the Tax Man more money than you
legally have to. Call me at 222-2222 to book your seat now.
67

________________________
Sample Letter #2
Just because youre paranoid doesnt mean theyre not out to

getcha!
2ND NOTICE
April 24th, 2011
Dear ChuanWah,
You ARE the governments #1 tax target. You ARE paying more
taxes than you legally have too -- and I can and will prove the to you,
right before your very eyes at a FREE seminar on May 9th at 7:00
pm.
Unfortunately, you did NOT respond to my first letter to you
and time is running out...if you are going to attend my FREE Tax
Reduction Seminar, you MUST get in touch with my office TODAY!
Here are some of the reasons you should ATTEND:
1. You are the target.
2. There are 101 TAX REDUCTION STRATEGIES perfect for
people just like you, most of them are unknown to you. Even
your accountant doesnt know about these.
3. With this information you, your business and your family will be
continuously and perpetually ROBBED by outrageous tax rates.
You will continue to be abused, conned into paying much more
than your fair share.
Your kids college education money, your vacation money, your
retirement money will be SNATCHED AWAY .
68

________________________
4. It doesnt have to happen to you. There are legal remedies to

paying so much taxes.
5. These seminars are NOT sales pitches for mundane accounting
services or products. My Tax Reduction Seminars provide
proven, valuable and easy to use strategies to save you money,
FAST. Im an accountant with 12 years experience, helping
people just like you PAY LESS TAX.
This is your 2ND Notice so I must hear from you immediately if you
want to attend this FREE. Call 222-2222 today!
Sincerely
P.S. Listen to what Mr. John Chua, Managing Director, Big Company
Sdn Bhd. has to say about HOW MUCH MONEY HE SAVED by
attending the FREE seminar:
I was pretty skeptical at first, I was dragged to this seminar by my
wife. I learned so many things within the first few minutes about how
much money I waste and how easy it is to legally pay LESS TAX.
Ive wasted so much money over the years. This seminar was the
best 3 hours Ive spent in a long time. I highly recommend it.
69

________________________
Sample Letter #3
Most people are too busy putting out fires, earning a living...too busy
to make and keep any real money.
Are YOU guilty of being too busy being busy?
FINAL NOTICE
May 1st, 2011
Dear ChuanWah,
Eight days from today, a group of small business owners who are
sick and tired of working for the government when they thought they
were going to work for themselves will be attending my 3 hour FREE
Tax Reduction Seminar... and many will change their life as result.
Have you been too busy to read my letters about this Seminar?
Attached are copies of both of the letters Ive sent you previously.
Take 5 minutes to read them now. (Unless you think its somehow
patriotic to pay A LOT MORE than your fair share of taxes.)
Worrying about taxes only when theyre due - or past due - is stupid.
GRUMBLING about taxes is something you shouldnt even be
entitled to do if you turn your back on a very real opportunity to do
something about it.
The attached letters are of ENORMOUS IMPORTANCE to you.
Sincerely
P.S. All you have to do to book a seat is call 222-2222 right now!
Take 1 minute and DO IT NOW!
70
ow do you
generate leads using
a seminar and get
others to pay for
EVERYTHING?
71

________________________

How to Use Education Marketing to Generate 200+ Prospects
Let me show you exactly how to attract 150 to 300 prospects that are
predisposed to buy what you are selling and how to get others to pay
for the entire promotion. We have done this successfully all over the
world - IT WORKS!!!
The biggest challenge in any business is to find people who are
predisposed to buy what you are selling. Ive been teaching for years
now to move away from cold calling because its too time consuming
and too tough emotionally.
I would rather have one person call me than me call 100 people.
Most business people agree and tell me that they would sell more if
they could only get in front of more people who are predisposed to
buy what they are selling.
The following pages will show you how to attract between 150 and
300 such people using a seminar and how to get others to pay for
EVERYTHING.
72

________________________
In a nutshell, heres how this works. You will host a seminar, hire
a great speaker, send out 10,000 brochures using a unique method,
have sponsors pay for everything; get the speaker to endorse you
from the stage, and follow-up after the event.
Step 1: Identify Your Target Market
The first step is to spend time evaluating who your ideal prospect
is. I know this sounds like basic stuff but I can tell you that far
too many salespeople and business owners think that they sell to
EVERYONE. What you want to do here is think about the ideal
person who might buy what you are selling and think about what
problems they would currently have. What issues are they currently
dealing with? Where are they at in terms of deciding to buy what you
sell? Consider all the demographic factors, (age, education, status,
position, income, etc.).
The more you know about your Ideal Prospect, the easier it will be
to attract them to a seminar. If you cheat on this step, you will lessen
your potential for success.
73
ho is your
target market?
74

________________________
Step 2: Design a Seminar to Attract Your Ideal Prospects

The idea here is to find a seminar topic that will attract your ideal
prospect and also be one that prospect will respond to. In Step 4,
youll see exactly the mechanics of getting him/her to the seminar but
you should think about designing the right type of seminar.
The Seminar Objective
Seminars are one of the best ways to grow any business. Ive used
seminars to:

Build a database
Generate leads
Qualify serious leads
Sell products/services
Book appointments
Attract investors
Create public relations
Recruit salespeople
What do you want to accomplish by the end of this seminar? Do

you want to actually sell things at the seminars? Book appointments?
Recruit people?
So, think about what you want to accomplish. The above list is
possible but you should rank them in priority. If at the seminar, your
#1 objective is to book one-on-one appointments; your approach will
be different than if you wanted to simply generate leads. Both are
applicable but one might be more important, and will dictate your
approach.
75
hat is your
seminar objective?
This answer will dictate
your next step!
76

________________________
The Topic
The topic of the seminar is of ultimate importance. We have
conducted How to Increase Revenue in Your Beauty Salon
Seminars in Singapore and had phenomenal success. Our client sold
an $8,000 piece of equipment to beauty salons. She knew that beauty
salon owners would respond to the Increase Revenues topic. One
thing to make sure about this seminar is that it must be informational
NOT commercial in nature. The seminar must be a first rate seminar
and not a two hour sales pitch. You must deliver what you promise.
Keep everything in a prospects point-of-view. They couldnt care
less about you, your company, your products or services. Think
of a topic they would be interested in. Dont get stuck in your
industry. Karl Ruban, a Canadian financial planner is using our
SALES-BOOSTER Internet Marketing Seminar to attract people
to his practice. The people who come out to this seminar are exactly
who he wants to reach. What do all the other financial planners do
seminars about? Financial Planning.
77
o be different,
consider things from the
prospects view point!
78

________________________
The Speaker
You will need a speaker who is qualified to speak on the subject.
Since Ill show you in Step 3 how to get someone else to pay for
everything including the speakers fee, you should select someone
who is very qualified for the task, preferably an author or someone
with credentials to pull an audience. This is really important because
of the way we are going to promote this seminar. You want someone
who is credible and someone whose credibility you can borrow and
cash in on.
Make sure that they are willing to help you with your objectives at the
seminar. You will want him/her to endorse you, your company, and
products at the seminar and help you sell the audience.
Step 3: Get Sponsors to Pay for Everything
For some people this part of the program is too much to believe but
trust me that we have done this all over the world for all kinds of
companies and every cent was raised from sponsors. If this is done
right, this part will be a breeze. We had an entrepreneur in a small
town in Texas sign up all the sponsors for our seminar using this
format in about 3 weeks.
79

________________________
Essentially what happens is that you price everything out and then
divide that among the sponsors.
Sponsorship Kit
You will need some documents to help sell the sponsors. We use a
Sponsorship Kit. Nothing too fancy but one which answers all the
questions for the potential sponsor. Here is the Table of Contents for
The Sponsorship Kit.
Table of Contents

Introduction
Objectives of the Seminar
Who Attends - Statistics
The Next Event
Seminar Content
Sponsorship Benefits
12 Reasons Why You Should Become A Sponsor
How to Make This Seminar A Success (for Sponsors)
Selling sponsors is a lot easier than most people think. The

Sponsorship Kit will tell them everything they will get as a Sponsor
which might include things like, the mailing list, an endorsement from
the speaker, an exhibit booth at the back of the seminar room, a logo
on all promotional materials etc.
80
se Sponsorship
as a tool to build
your business and
your credibility!
81

________________________
Step 4: Promote the Seminar Using My Fail-Proof Method

This is worth its weight in GOLD. Weve spent 10 years and millions
of dollars learning this.
First off, your goal is to attract 150 - 300 hot prospects to a seminar
and have a highly credible speaker give a great seminar of interest to
your target market and have that speaker help you with your seminar
objective. You dont want to make money from ticket sales. This is
vital... The seminar is not FREE [side note The word FREE should
ALWAYS be capitalized.] but we dont charge. Let me explain.
The brochure and tickets will have a price on them. We find that a
$199 price for a 3 hour seminar pulls best. Heres what to do:
a) Print 10,000 2 color brochures about the seminar. It should have
details about the speaker, topic, location, registration, including
price.
b) Print 10,000 seminar tickets, 2 colors with gold foil stamping.
This is very important. You want this to look impressive.
82

________________________
c) Print 10,000 2 color letters inviting people to your seminar. The

gist of the letter states that as host you have a few complimentary
tickets available for this $199 seminar and if they send this letter
back right away they can get in for FREE.
d) Print 10,000 one color envelopes to hold all the above. All of this
is mailed to your target market.
Step 5. Conduct the seminar.
Be sure to have communicated early with the speaker that you are
counting on them to help you meet certain seminar objectives. Get
a clear understanding about this before you actually finalize with the
speaker. You must feel comfortable that the speaker can help you
sell from the stage. The reason this is so important is because if the
speaker is really credible, it will accrue to you. They can say things
about YOU that you cant about yourself.
83

________________________
When Im on stage and I tell the audience to buy your product

because I think its the best Ive ever seen and because of the fabulous
price you are offering your product at the seminar they act! They
trust a credible speaker. During our seminars for example, we will
actually sell the sponsors services during the seminar. One of our
most popular seminars is THE SALES-BOOSTER Internet Marketing
Seminar. Since I show actual websites and how to make them
profitable, I download the sponsors websites into my computer, so I
can demonstrate them in the seminar.
Allow the sponsors to exhibit at the back of the room. Have a break
at half time to allow the participants to mingle with them. We find
that a 3 hour seminar works best for what we want to accomplish.
84
eliver on your
promise and make sure
your guests feel they
attended a
GREAT seminar!
85

________________________
It must come off like a normal $199 seminar for this to work properly.
At the end of the seminar, THE SPEAKER, not you should do a
short presentation for whatever the seminar objective is. I have
endorsed clients, sold website packages, booked appointment for
serious prospects, raised investment money, recruited salespeople,
and sold all kinds of products for clients using this format. Make sure
your speaker is comfortable doing this and is good at it.
Step 6: Follow-up Relentlessly.
Immediately after the seminar, a letter should go out from THE
SPEAKER. Since you are hiring them, in essence, to be your
spokesperson, send out a letter to everyone present from the speaker,
restating the offer of the seminar. Lets say at the seminar you offered
the participants a package of goods for a certain price for TODAY
ONLY.
86

________________________
This follow-up letter can go something like this:

Dear _________, thanks for attending my seminar the other day.
As you will recall, I mentioned that (host company) was offering
(seminar offer) for a 25% discount if you bought today. Well, they
have agreed to extend the offer for another 10 days. So, take my
suggestion and give them a call.... You get the idea. Its basically, a
way to get additional benefit from the speaker.
Whatever method you choose, you must follow-up quickly. Every
day after the seminar those leads will get cooler and cooler. If you
wait two weeks to contact them, you will have lost much of the
momentum caused by the seminar.
My company actually offers to do this whole system including all the
printing, mailing, systems and even provide me to speak and all of
the costs are borne by the sponsors AND WE EVEN SHOW YOU
HOW TO GET THEM!
87

________________________
es,
you are credible enough
to publish a book!
88

________________________

Publishing a Book is The Absolute Best Marketing and Income
Acceleration Tool In This New Economy
f you look at the New Marketing realities described in this book,

you will see that if you wanted to succeed in sales or building any
business or practice, you need to reinvent your marketing. In essence,
we have said that your marketing must:
3 Make the Prospects Come to You (Attraction)
3 Separate You From All Others Selling What You Sell
(Differentiation)
3 Get You In Front of More of the Right People (Visibility)
3 Position You As a Trusted Advisor (Credibility)
3 Shorten The Buying Cycle or Get Your Proposal Accepted
(Authority)
3 Buy You Shelf Life (Longevity)
CAN YOU THINK OF ANYTHING BETTER
THAN A BOOK TO DO THIS?
89

________________________
ince Ive been sharing this message for almost 2 decades, I know
how many of you feel. Who am I to write a book? Im not a writer.
Great! Neither were the thousands of people Ive taught this to and
who have reaped the benefits of having a book as a marketing tool.
This isnt about getting you to do book tours and book signings, its
about using a book to help you overcome the new marketing realities
that you face every day.
90
book is a
marketing brochure
on steroids.
91

________________________
can almost hear the excuses...
Who am I to write a book Im not credible!

You dont have to be a Ph.D. to write a book. Write the book. Thats
all the credibility you need.
I dont have time to write a book!
You dont have to spend a lot of time. Well show you how to write a
book in less than 40 hours or use our copyright-free material from our
library of chapters.
Im not sure what to write about!
Just write about your prospects biggest problem and how you can
solve it with your product or service or use our patented-pending
process for writing the right content.
I cant afford it!
It does cost money to publish a book and make it work for you. Find
sponsors who also want to get in front of your target market or let us
show you how to find people wholl pay for the entire project.
Im a procrastinator!
You cant keep going like this. Just consider how much you can
multiply your business with the power of a book! You need a coach.
Thats what we do.
92
ts not really about

a book. Its all about
marketing!
93

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3 Make the Prospects Come to You (Attraction)

Nothing will draw your prospects to you or fill your pipeline faster
and with more power than a book. When you offer a FREE book,
people will come out of the woodwork to get it. Rosieta Shaary, one
of our authors, went from 20 calls a week through her $1500 ad to
over 500 calls from the same size ad when she offered a FREE book
in that ad.
The perceived value of a book is high, even though the relative cost
is small. Not only will it attract prospects to you, it positions you
correctly in front of those people. Instead of you chasing prospects in
the way you are doing now, make them come to you.
3 Separate Yourself From All Others Selling What You Sell
(Differentiation)
We have shown that in our current business climate, you need to find
a way to differentiate yourself from everyone else who sells what you
sell. You have to change the current perception that you are just like
all the others who do what you do.
If you send a FREE book to your prospect or show up at a sales call
with your published book, you will instantly make your competition
totally irrelevant. A book has that power. How many financial
advisors do you know who are authors? How many times have you
gone to an opticians office and he autographed his book for you? Do
you know many authors? Well, get this... neither do your prospects.
Thats a powerful way to say to the market, Im different!
94

________________________
3 Get Yourself In Front of More of the Right People (Visibility)

Are you aware that every newspaper, magazine, radio show, television
program and journal starts every day as blank. That is, they need to
fill all that space, time and shows with stories, articles, interviews and
content. Where do you think all that comes from? In a large part, it
comes from authors. In our society, those who have written books are
perceived to be experts and there is a huge demand for them to share
their expertise.
If you want to keep your name in front of your target market then
you should publish a book. If you want to significantly multiply your
business, you need get your message in front of more people. If you
are an author, you get first dibs at the opportunities out there and
there are plenty.
3 Position Yourself As a Trusted Advisor (Credibility)
Since one of the main themes of this book is that the consumer has
a disdain (almost) for marketers today, anything you can do to raise
your credibility will almost certainly help attract prospects to you.
You need to seriously consider a book because in our society, authors
are viewed as credible. When someones picture is on a book, you see
them as someone you should listen to.
95

________________________
othing gives you credibility faster than a book.
3 Shorten The Buying Cycle or Get Your Proposal Accepted

(Authority)
Imagine what would happen to your business if you could get your
prospects to buy faster! Imagine that you could close the same amount
of business in a fraction of the time. What if you could have someone
(or something) sell your prospects before they even met up with you?
You now have that ability as an author. Many of our authors send
their books to their prospects before the appointment to speed up the
sales cycles.
If you were a dentist and you had 30% more case acceptance, what
would that do to your bottom line? What if you were a cosmetic
surgeon who could have patients accept your treatment plan without
any balking?
96
our answer is...

publish a book.
97
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Multiply Your Business

The Ten Realities

The Consumer Mindset Has Changed......................................................... 6

All Rights Reserved

New Marketing Reality 1

New Marketing Reality 1

More or less informed?

Consumers in todays economy are much

ou have two choices:

1. Re-invent Your Marketing

New Marketing Reality 1

Do consumers trust sales people more or less?

hy bring up what was going on in the mind of consumers

New Marketing Reality 2

New Marketing Reality 2

fter years of research on a global scale, we have come to the

New Marketing Reality 2

The New Model

New Marketing Reality 2

et the triangle on the opposite page represent the population on a

orget Chasing Them!

Make Them Come

New Marketing Reality 3

New Marketing Reality 3

New Marketing Reality 3

Cold calling is ridiculous in this economic environment yet

New Marketing Reality 3

nstead of chasing prospects, we believe that you need to get them

New Marketing Reality 3

New Marketing Reality 3

New Marketing Reality 4

New Marketing Reality 4

he reality of our marketplace is that what might have worked

New Marketing Reality 4

Your advertising needs to overcome 5 Obstacles:

New Marketing Reality 4

ecause we are bombarded with hundreds of marketing messages

New Marketing Reality 4

New Marketing Reality 5

New Marketing Reality 5

New Marketing Reality 5

o why put the company logo at the top of a websites homepage?

New Marketing Reality 6

New Marketing Reality 6

New Marketing Reality 6

he resulting effect is terrible for those of us trying to gain

New Marketing Reality 6

o, she contacted our firm and we

New Marketing Reality 7

New Marketing Reality 7

iven the current marketing conditions, you need to be seen

New Marketing Reality 8

New Marketing Reality 8

irst came Dress for Success, teaching you the importance of

New Marketing Reality 8

New Marketing Reality 9

New Marketing Reality 9

r. Robert Cialdinis fantastic book Influence The Psychology

New Marketing Reality 9

s it turns out, the zappee wasnt actually hooked up to the

hat if you could