The following is an unusual approach to using Auto-Responder letters. This package is not about Auto-Responders, but about the written copy. First Letter: #1
We encourage you to look for ideas within this written copy that mesh well with your own ideas, and then use this copy in this format,
or any format you choose.
Here is our new approach for this grouping of letters. We figured many people who are attracted to us (and now to you) are in business, or wanting to be so. So, we took a grouping of business ideas and use them to market the TDT service. One, which is not part of the actual letters, is about Writing Covered Calls. The rest are about business and marketing.
At the end, we move people over to a new funnel, they will get
TEN INDISPUTABLE AND OFTEN GUT-WRENCHING RULES OF FINANCIAL SUCCESS.
This new Special Report (now in auto-responder format) is very informative and exciting. They can opt-out anytime they choose. The belief is this: if the content is good people will read it. Yes, oftentimes, shorter is better, but our attempt here is to really make a difference in their lives.
Note, there are only 9 lessons here, though I mentioned 10. Before I go on I wanted you to see this. It’s long, as these are separate emails, but read carefully and see if you like it. You may choose to use these letters differently.
For example, our collection of business books has grown quite extensively. Draw people to the Bookstore.
At least we hope we’ll be friends after you receive what we’ll be sending you. We had a marketing brainstorm session and asked the question, “What would people like to receive?” This is especially important when we think of the high-quality people who respond to our offers to get a FREE Report.
The answer came loud and clear. People want solid, pertinent and exciting information. They want real-world strategies that really work.
This led us to put together a series of mini-lessons that will truly help your business, whether you’re a home-based business or a gigantic corporation. You will read and experience cutting-edge techniques, not lofty, ethereal ways to proceed.
We believe these mini-lessons have to contain workable, powerful and dynamic methods to gather a following, move people through a process, and in short—increase your top-line as well as your bottom line.
We wish you well on your own private journey of success.
Thank you for taking time to read this. We know your time is valuable, so we aim to give you quality, hard-hitting information with its genesis in the real world. This first lesson shares a very powerful way to help your customers see the uses and advantages to your product or service by discussing the BENEFITS.
LEADER vs. MANAGER (A QUICK MARKETING LESSON) A manager is defined as someone who knows how to do things the right way. A leader is someone who does the right things. Both are needed. Neither is more important than the other, but we suggest that true success comes when you do the right things.
We need to be leaders and do the right things.
Why do we bring this up here? Because the business of your future is very important. Read this quote by Diane Ravitch:
"The person who knows HOW will always have a job; the person who knows WHY will always be the boss."
Now ask yourself: Am I a "how-to person" or a "why-to person?" And then: "If I don't take care of my financial future, then who will?"
FEATURES VS. BENEFITS
One thing is for certain: we all want value, and we all want results. So, how do you share an idea and a product which has tremendous value and wonderful results? How about using a marketing method that helps people cut through the clutter? It’s called Features vs. Benefits. Let’s define the two.
FEATURES: A feature is defined as a characteristics or essential part of a product or service that stays with the product or service whether you buy and use it or not.
BENEFITS: Conversely, benefits can only be derived by buying and using the product or service. People buy benefits. You should sell benefits.
As you think about your product or service, grab a piece of paper and make of list of your product's benefits. To help, be specific. List all you can think of. To help in this process, ask the following:
1. Who needs my product and why?
2. What other uses will they use it for?
3. Why can’t they live without it?
Now, keep this list handy. Try it on your employees, friends and family. Next, ask them what would they do if they needed this product? Where would they go? If on the internet, where would they look, and what would they ask?
We’re looking for buyer type questions or words, not seller words. Therefore, don’t give any hints or ideas. You want raw data, original feelings and unique ways people look at you or your product.
Thinking of benefits should be a way of life. Carry that pad everywhere you go. Think of all the people, places and things that need what you’re offering.
SEE YOU IN THE NEXT LESSON
MARKETING MINI-LESSON #2: YOUR NEXT BEST CUSTOMER
"The purpose of being in business is to get and keep customers." Many companies are good at attracting customers, and others excel at servicing and keeping customers. One is not better than the other, both are essential.
The above quote was an answer to the question: "What is the purpose of being in business?" Most people would say, "Making money." Well yes, making money is important, but think of the depth of understanding this answer gives. I remember the days when Amazon.com was just selling books. Back then of every 14 new customers, only one came back a second time. They set out to fix this gigantic problem and get people to use them more. While they were attracting new customers they found ways to get existing customers to be better customers.
Here's the lesson: Your next best customer is an existing customer. You second next best customer is a friend or associate of an existing customer. Your third next best customer is someone new. So, how do you take an existing customer and make him or her a better customer? Service is first. A quality product. Education. Having a process (Mini-Lesson coming up soon), effective communication. Nurturing them, showing them what's available. And most importantly, a touch of excitement.
When you initially thought about your first customer contact, even when they were just a potential customer, did you think with the end in mind—not just about a sale, but how to gather a following. One of the ways we've chosen to market our service TDT, or Thousand Dollar Thursday and our PAID TO TRADE Mega-Course is by giving away a Million Books: TURBO MONEY.
We encourage you to read it. You will be introduced to some really cool ways to turn the stock market into a cash flow business, without all of the hassles of a regular business. We want you to be a happy, content, and continuous customer. Yes, we want you to purchase the TDT Service, but right now it's more important that you get to know us and the powerful results you can get with our street-tested knowledge.
We want the result of this process to be our never-ending relationship.
Abundantly Yours, the Staff
MARKETING MINI-LESSON #3: It’s Not about You
It is wonderful that so many businesses and business people are happy about themselves and their product. Many will tell you about it ad nauseam. They’ll talk all day long.
I want to share another way of thinking. You’ll soon read and experience my new book, TURBO MONEY. Here is one of the most powerful lessons that I explored in the book—HOW TO TAKE $1,200 AND RETIRE IN THREE YEARS OR TAKE $5,000 AND FULLY RETIRE IN TWO YEARS, and I mean with $7,200 to $9,400 a month coming in—and in a hassle-free way.
I know of no more powerful strategy and business lesson than this one. It’s about the value and results the customer wants or expects to receive. They want the benefits, and in fact will trade their hard earned money for great results. We call this a NEGATIVE COST BENEFIT. Big words, but the concept behind them is dynamic. I’ve tried to use these words in a marketing piece and it fell flat. The concept seems hard but it is really simple.
I’ll teach this strategy by way of an example. A man showed up with an awesome software program. He was so fluent in how it worked. He knew the ins-and-outs and he was passionate. He went on and on. I’m a busy business owner and investor. I have no time for this. “What’s the bottom line?” I asked. “What?” He didn’t get it. What does it cost and how will it help my sales reps make more sales.
Now he got it. “Each sales station will cost $500 and it will help the sales people create an additional $8,000 to $12,000 in sales per pay period.” Now he had my undivided attention. We took it on a trial basis, and within a few weeks, the software did even better than expected. The sales people were ecstatic. The sales soared.
So, what is the cost? Yes, you guessed it. The cost is negative. The $500 one-time expense generated about $1,500 in net, take it to the bottom line, profits. The benefit far outweighed the cost. In fact, we had said no to this program a few times over the previous year. Thank heavens he was persistent.
Help your customers and clients see how your product or service will help more than it costs. It’s called negative-cost benefit. More in a few lessons. TURBO MONEY is full of cutting edge cash-flow strategies, and you will benefit immensely.
MARKETING MINI-LESSON #4: THE BEST POSITION
“Excessive profits breed ruinous competition.” Years ago I learned a powerful lesson out of a book called POSITIONING: "Be there the firstest with the mostest." It made sense, but I couldn't be the firstest with the mostest with my real estate seminars. Then the author solved my problem, at least conceptually. He said that if you couldn't be there the firstest with the mostest, then reposition everyone else. I could do that.
My strategies were not the old worn-out, stale strategies of yesteryear, but new, fresh and exciting ways to generate excess cash-flow. That is the position that I used for 12 years in the real estate education field. How are you positioned in the marketplace? Here's another question to use as you figure this out: "What do you want to get famous for?"
That's a great question, and upon your musings and your answers hangs your future—not just financially but fulfilling in all ways possible. Most people and many companies never figure this out. If you've never thought of this before, start where you are right now. Ask you employees and better yet, ask your customers: "When you think of us, what do you think of?" Listen and learn.
Is it your product? Is it your customer service or your shipping policy? Could it be management? The answers may be humbling, but whatever it is—es como es (it is what it is). Learn from it and grow from there. What is it that you want to be known for?
In all of my books, and in all of my seminars, I was known as "Wade 'Cash-Flow' Cook." I was introduced that way. I told people that was the epitaph I wanted on my tombstone. It caught on. I told people I was in the retirement business. I was out to help people get cash-flow wealthy. What do people need to get retired? Not more assets, not more tax write-offs, but more income. So every effort, every idea, every investment had to add to their monthly income.
For example, PAID TO TRADE, the new 10 Lesson mega-course, is all about generating monthly income. You don't need extra work. You don't need to be busier. You need more income. You need money-freedom and you need time-freedom.
It's how I positioned myself and now all of my books, my ideas, my strategies have to work for you. It's what I want to get and stay famous for. I also want you to know that we are pure educators, meaning we get nothing out of what you do. The benefit to you is that we can teach and show you things in an unbiased way. You learn, you earn. And you keep it all.
Marketing MINI-LESSON #5: GETTING ATTENTION
I really love quality questions—questions that get you to sit up and take notice—and in marketing, questions that get your attention. Let me pose a great question.
What would your life be like if money were not an issue? No, really, I agree money is an important issue but let's think a little more deeply. Money, the making and keeping of it, consumes us 8 to 12 hours a day. We spend so much time going about getting money. It pays the bills, supports our families and helps us prepare for our retirement.
Okay, it's important, but the question is not about this, but the other side of the coin. How would your life be different if the getting and keeping of money was not so time-consuming and risky? Think about how you would spend your day. Think of the good you could do in your life if you didn't have to worry about money. I think we'll all agree, things would be different.
I've been blessed with an incredible career of investing and turning my investments (Real Estate, Stock Market and Business) into Money Machines. We invest for Cash Flow, Tax Write-Offs or Growth. These are what I call the "Benefits of Ownership." Many people have investments and business interests that cause them to work even more. In TURBO MONEY, you’ll love the chapter called: The Mystical and Magical Truth About Money. Most investments do not produce real spendable cash. Can you imagine people working overtime to support their investments? I set out to change all of this.
I've always put the emphasis on cash flow. I've found a few simple, yet powerful ways to treat the stock market like a business, from your back bedroom, a few minutes a day or week, and have the investments spin off income—real spendable income. There are nine stratagems for doing this, but three power strategies.
We live in a monthly billing and income society. When I developed PAID TO TRADE, I used my experiences in the real world, doing over 29,000 trades and investments, and I used these same methods in the $4,295 Wall Street Workshop (attended and used by about 80,000 people), and put together this comprehensive and info-packed course. You don't need another book, unless that book and reference library helps you generate money income that allows you all the financial freedom you want. Books are just paper and binding, it's the quality and usefulness of the contents that make the difference.
Stop the Presses. I could go on right here and explain the product, but in that the assumption is that you've looked at the product, and hopefully have read all or part of TURBO MONEY, I'll forgo that explanation and get to the marketing point of this MARKETING MINI-LESSON.
Marketers, to be effective have to get people's attention. They need potential customers to stop and think, sometimes just for a few minutes, or even seconds. I love quality in everything, including the way we attract people. This is where a good quality question comes in. Quality means that they take time to stop and think. Quality means that even if they don't have time right now, they will come back because it's important to them.
Ask the question that is important to them, and hopefully one where the answer is really essential to their well-being. What is a question you could ask to get people to stop, dead in their tracks, and think about the question, and then hopefully their answer will cause them to take the next step?
You have been part of the learning process here. We used this space and time to have you learn this lesson using our unique "experiential learning" format.
Did we get your attention? You're still here, aren't you? Are you ready to take the next step?