Hey there Rainmaker, here’s a really interesting observation about how to create marketing success…
Have you ever noticed that seemingly everybody that’s getting results with their business and their marketing has a SYSTEM for their marketing?
— Going way back was two-step mail order marketing. A customer would respond to a lead generation ad for a free informational booklet, which was actually a sales piece. The sales piece would convert them to a paying customer. This was the “system” used by so many old-school mail order greats.
— Dan Kennedy got famous on the 3-step direct mail system, for converting cold prospects into first-time buyers.
— Jeff Walker has the Product Launch Formula.
— I’ve been diving deep into Ryan Levesque’s Survey Funnel Formula and Ask methodology recently. (He’s still got a few copies of his best-selling Ask book you can get free, because you’re my reader — click here to claim your free copy of Ask.)
— Then there’s Ben Settle’s email marketing formula.
— A dozen other autoresponder follow-up systems various marketers have developed.
And so on…
Here’s the secret sauce, my friend…
Having ANY system is better — and more likely to get you results — than having NO system.
Working ANY system, really making it work, can get you much, much farther than letting the wind blow you hither and thither.
Here’s the next chapter of my book…
The intro to my Strategies and Systems section…
“Systems Approach To Getting And Keeping Customers”
This book is created as a guide to help marketers in ANY business create breakthroughs. It teaches proven effective principles from the world of response-accountable direct marketing. Only what works, based on real-world, in-the-trenches results.
I’m teaching from experience. Not just my experience. But the experience of the giants who have come before me — as passed down and used by the world’s best marketers today.
And it’s through OBSERVATION, IMMERSION, and PARTICIPATION that I’ve been able to gather these principles together.
So I believe you deserve a little background before we dive in further. To show you where and how I picked up these secrets. And through showing you where they came from, you’ll have an even deeper understanding of why you need to take them seriously, and apply them in your business…
These are the trade secrets of the world’s best marketers!
Here’s the deal. Over the last decade or so, I’ve built my marketing career working as a consultant to some of the world’s best marketers.
Direct marketing companies in the financial publishing industry. As well as the entrepreneurial space. Plus some work in personal development.
Nearly all of my direct clients have been publishing companies — it’s where my reputation is the strongest. They also tend to be the biggest, most established, and most respected players in direct marketing.
I’ve also borrowed and adapted strategies being used by carpet cleaners and car dealers. By service businesses and catalog companies — both online and offline. By retailers and Realtors. Lawyers, chiropractors, and doctors, too. Business-to-business and business-to-consumer marketers. Nonprofit and commercial. Online, offline, wherever.
If I see that they’re tracking the results of their advertising, I dig in to learn how it works and how it can be adapted between industries. (And often get ripped-off or copied when others see the success I create!)
My clients — and many of the folks whose marketing strategies I’ve borrowed — rely nearly 100% exclusively on marketing to sell.
Most have ZERO sales force. If they have a sales force, the sales team’s role is very close to customer service order-takers. Marketing is used to both open and close the sale. The sales team answers any final questions and takes order information.
And many have built their businesses into the 7-, 8-, and even 9-figures using the strategies and systems I teach. I personally know multiple marketers who have been directly responsible for BILLIONS in sales generated through these methods.
I may call them trade secrets — although they are seldom secret. By necessity, their approaches are laid bare in public. Sometimes they are even taught by “gurus” who bring these strategies to the public attention — like I am in this book.
And yet, despite boundless proof that these strategies are so effective… Most of the world ignores them, or has no clue they exist. Even among those who pay attention, few understand the whole picture.
However, I believe that if this is all very new to you, you’re about to undergo a very radical transformation.
Heck, even if it’s not so new, what you learn and are reminded of here will be transformative.
If you “catch the bug” — as so many of us have — you’ll quickly figure out why those of us who practice direct marketing think of ourselves as “rabid” or “hardcore” students of the field. Even “junkies.”
There’s nothing like the adrenaline rush of seeing your marketing campaign work… The orders rolling in… The bank account stacking up with hundreds of thousands, even millions of dollars as a direct result of marketing you created.
It’s not about the money. It’s about playing the game well. And challenging yourself to do better next time. The money is a way to keep score — and has its benefits — but the game is even more fun and gratifying.
The better you get at this game, the more you’ll realize that the core skill is creating systems to get and keep customers…
It’s been said that there are three ways to grow a business (with a hat tip to Jay Abraham, with whom I associate this concept).
- Get more customers.
- Get customers spending more per transaction.
- Get customers coming back more.
Each of these can be done in a systematic, scalable way.
Once you have cost-effective ways of bringing in new customers, they can be scaled. Think the advertising campaign that can be taken to more and more prospects.
Once you have effective ways to increase transaction value, you can repeat it and make it part of your system. Think “Would you like fries with that?”
Once you get customers coming back more, you can scale that, too. Think of the retailer who has special “Best customers only” sales.
Together, these represent a systems approach to getting and keeping customers. To providing them with the maximum value out of your relationship — and getting the maximum profits in return.
I won’t go into too many details in this chapter. This entire section is dedicated to improving your marketing strategies and systems. You’ll soon discover the proven secrets and principles the world’s best marketers use to this end.
And the more you apply them and see the results, the more you may begin to feel like you, too, are becoming a direct response junkie.
Welcome to the club.
This is a chapter from my book Breakthrough Marketing Secrets, which I’m writing while you watch. Click here for more info, and to read past chapters.
Yours for bigger breakthroughs,
Editor, Breakthrough Marketing Secrets