rare genius among geniuses of marketers, YOU’RE PROBABLY
%65-%85 of your energy—and the solution is more inspiring
Every business card you put out into the world, every brochure you
waste energy or can use it optimally.
Let's say one business card has a 3% response rate. Another
%1 response rate. (These are made-up numbers).
You'd want to change your card
so you could get a 3% response rate, right? Since that would
that you'd just tripled your revenues. That's right--you
the number of people doing business with you just by changing something
about the business card to make it more effective.
What would make it that much more
Different words on the business card can change the response
rate. How would figure out what words will do this? Well, you
about what is going to work and then keep using it (what most people
and even, embarrassingly, businesses do), or you can use a scientific
approach, trying things out and comparing the results with trying
something else out.
But let me back up for a second
here--writing an ad
is not just about being creative. It's not just about getting
also about doing something wtih the attention once you've got
it--answering the unspoken, even unconscious doubts in your reader's
head. That's how one internet marketing whiz,
Ron Richards (www.resultslab.com),
describes it. Or, as Rich Harshaw puts it (mymessentials.com),
you're educating the reader about what possible values and pitfalls can
exist in the type of prodfuct you're selling in general (widgets, green
products, whatever type of thing it is you're selling) and let people
know what to look for (in a widget, in a green product, etc.).
This might feel artificial, but I would ask you just to try
idea on for a few
minutes while you read this page, and then you can decide what you
think when you get to the bottom.
can be creative about how you answer the customer's doubts, but if
creative aimlessly, you're wasting energy. Creativity
functional, but it has to be in the service of function and purpose,
not at odds with purpose.
(You can also educate,
inpspire, and serve the world through your messages on business cards,
etc.; that is another purposeful way of making your marketing--and
addressing doubts can be a key part of this work too.) You
business card, brochure and site to be purposeful because each one
works x % of the time, and
therefore serves your
mission—making the world a better place--x%.
The item's purpose is bringing toward you
the money you need to keep doing your job without your having to use
up energy making cold calls or working a day job
Now if you have a card or web text that don't have much purpose to
that doesn't mean you're stupid. Most people do what they
see around them, and we tend to see all around us purposeless, wasteful
ads for vapid products--and a smaller number of vague, unspecific ads
for holistic products. It's natural then to think that the
advertise is to have a catchy jingle, get
attention, and then repeat, repeat, repeat. Then, too, some people pour
souls into their cards and web text, and if you love your materials
the way they are, I do not want to diminish your pleasure in them.
I only offer an alternative view, and some questions for you
ask yourself, and if you feel you want what I offer then I'll work with
you to create wonderful new ideas. But it has to come from
you, I don't push this on
The second approach—scientific trial and
error--is what large companies are able to do (the smart ones) and,
especially for products that compete on quality rather than
it is effective.
don’t have the budget to do that. I know.)
You’re just one qigong teacher
with lots of school loans to pay back.
That's why I have a proprietary tool
that is comparable to,
and is in some ways even more effective, than scientific
If you want to know what it is, I’m afraid you’ll
have to contact
(917.648.3993). I really can’t tell you about it on
internet without creating serious problems for myself, and I only want
to tell it to people who are serious about making change in the world.
Instead I’m going to tell you
approach #2, the one that’s easiest to talk about, and
what you could have if you were a big business with an advertising
budget of $50,000 (or if you use the proprietary tool). I can
lot for you even without that tool, by the way.
Ron Richards of ResutlsLab, who is a
of method two and always creates a 2-5x increase in customers for his
clients, observes that your
marketing works best if it is like a trail of breadcrumbs that are
tasty (that's my analogy for his idea). The first crumb in
the trail is the
business card, it gets, say, %2 of
the people who see or receive it interested. It’s
enough from the
competition that %2 take the time to go to your web site, rather than.
0001%. So, those %2 of people go to your web site to
learn more about you. Now, your web site is not just as good as your
card. It’s significantly better
than your card. It
doesn’t disappoint the expectations raised by the card, it
exceeds them. That makes me want another crumb! So
let’s say %40 of people who’ve made to your site
take the next step.
Now, I see there’s another
step I can take to learn more, like a free
say, that I can fill out that will help me know if I am a match for
what you provide. So %60 of people who've gotten to your site
and read what you have to say fill out that questionnaire,
and again, it’s not just a match for the expectations the web
site raised. It's a smart, useful, well-designed, relevant, specific
questionnaire, and exceeds those expectations again.
By now I am 75% confident that you are
not only really
competent but a very good match for my needs, and so when I pick up the
phone and talk to you—I’m severely
don’t exceed my expectations in person! Or,
instead, you actually
talk about your work even more impressively than the questionnaire led
me to believe.
Here’s the only
problem: you need to be one
damn good Reiki healer to exceed the expectations raised by that
But the fact is, you are, or, if you
yet, you can be. First, real results are always better than a
conversation, than "conceptual results." Second, you can give better
results by having a level of
scientific rigor to your work with your clients that means that you
constantly upgrade the level of service you provide to each individual
by really listening to what they say they want and by measuring
objectively (and again the proprietary tool can help you here as well,
you can work without it) the effects of your work and by changing
Don’t all holistic healers do
Not all. Because many
aren't handling their client's unspoken doubts, are, sadly, "pulling
their punches" and stopping short of making sure to give real,
tangible, long-term results. Most people only listen to what
client says, and maybe to their pulses—they
don’t know enough about marketing principles to listen to
doesn’t say. Or in the case of a green product
listen to what the customer doesn't say till she/he gets home and tries
to use your product and has a less than scintillating experience, and
doesn't really sound actually happy
when telling his/her friend, "You should really get this, it's good for
the environment!" You can learn to do this, and to address the
issues the client is either too shy or too embarrassed to talk about
(see Ron Richards again for this issue--as relating to marketing, that
is, not holistic healing per se).
To recap, you can improve your marketing on every level—from
to the improvement of your service and delivery of service
itself—if you listen to the needs of your client, not just
ones s/he says aloud but also the unspoken ones. Ron Richards
demonstrated that businesses can get an improvement in their numbers of
2 to 5 times. And I'm going to show that you, a
business, can get a
total improvement of three
to seven times the effectiveness. With
the proprietary tool, it's very likely you can beat the 5-fold number,
without it, you can probably do a lot better than five times since, if
you're like most idealist entrepreneurs just starting out, you're
probably starting from not even having a business card.
I hope this new paradigm has been useful to you to consider, and if it
feels like a good fit for you I hope you'll read more.
There are probably some questions in your mind, and some that you should be asking.
You can go to this page
of questions to get some answers, and also to see an example
of what I mean by responding to your clients' doubts.
Or, if you want to know if you're a case I can get these kinds of
please answer the free questionnaire to
learn if I am a match for your needs. YOU WON'T HAVE TO GIVE
YOUR NAME OR CONTACT INFO to fill out the questionnaire, and it only
has six questions. Many marketers use a "questionnaire" as an
opportunity to stick you on their mailing list with out your permission
or with your grudging permission; I absolutely don't do that and you
won't be asked for any contact info.
Or if you prefer you can send me your
URL or the proposed text of your site and I'll be happy to have a look