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BizSuccess Breakthroughs for
September 13, 2000
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++++++++++++++++++++++++++
TABLE OF CONTENTS
++++++++++++++++++++++++++
..WELCOME to BizSuccess Breakthroughs
..THIS ISSUE'S MESSAGE - "Guerrilla Insights Into
Direct Response"
..SPOTLIGHTS - Products and Services for you and your
enterprise
..QUOTES - To Get You Thinking
..THE FUNNIES - On the Lighter Side of Business
..MORE RESOURCES AT BizSuccess.com
..PUBLISHER CONTACT INFO
..YOUR COMMENTS PLEASE?
..SUBSCRIPTION INSTRUCTIONS
++++++++++++++++++
WELCOME
++++++++++++++++++
Hello. Gary Lockwood here again with more breakthrough ideas
and information on how to:
Grow your business - Make more money - Have more fun.
Thank you again for referring this newsletter to your friends and
colleagues. I really appreciate you for helping to pass the word
about this newsletter.
By the way, we now have the MoneyRoom Radio Show on our
website. Mike Lamb is the host. I've known Mike for a couple
years. He's a great interviewer and gets world-class guests to
reveal their best secrets for making money and boosting
business. Mike has a new show every weekday. Check it out.
http://www.BizSuccess.com/MoneyRoom
Our guest author today is Jay Conrad Levinson, the creator of the
Guerrilla Marketing series of books - the best selling series of
business books in history. In his article, Jay gives us insights that
will boost success of any direct response marketing campaign,
offline or online. Read more about Jay at the end of his article.
Remember, you are rewarded only for results.
My hope is that you use the ideas and information in these
BizSuccess Breakthroughs broadcasts to get the results you really
want. If you want some help in putting them into practice, or if you
have questions, email or call me.
SUCCESS to You....
Gary Lockwood, Your Business Coach
P.S. I heartily recommend Michael Angier's new book to you.
Michael has presented all of us with an extraordinary gift of
wisdom in this exciting new book. Open this book to any
of these easy-to-grasp concepts and you'll get ideas to help
you create your preferred future.
Michael is my mentor and my friend. He has a knack for saying
just the right things to inspire and motivate me. I trust you'll
enjoy Strategies for Success as much as I have.
Check out Michael's book for yourself at:
http://www.BizSuccess.com/Angier
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++++++++++++++++++++++++++++++
THIS ISSUE'S MESSAGE
++++++++++++++++++++++++++++++
Guerrilla Insights Into Direct Response
by Jay Conrad Levinson
Direct response marketing is a lot different from indirect
response marketing, although guerrillas like it best when the
two are teamed up. The first is geared to obtain orders right
here and right now. The second is geared to obtain orders
eventually. Although a fair amount of standard, indirect
marketing often is necessary to set the stage, to make prospects
ready to buy, and to separate your company from strangers, it's
when you initiate direct marketing that you first taste blood.
As you well know, we are living in the Age of Information, most
of it very easy to obtain. But information is hardly enough for
a guerrilla. And information is not insight. It's the
combination of information and thought that leads to insight and
it's insight that's going to make you a stand-out in the direct
response arena.
The first insight for you to absorb is that direct response
marketing either works immediately or not at all. Unlike
standard marketing which changes attitudes slowly and ultimately
leads to a sale if you go about things right, guerrilla direct
response marketing changes minds and attitudes instantly and
leads to a sale instantly if you go about things right.
When it works, you know it. You don't have to sit around and
wonder. You don't have to wait months and months for your
message to penetrate the mind of your prospect. Your time-dated
direct marketing offer either results in a sale right now -- or
it doesn't.
To succeed with direct marketing in any medium, remember always:
1. Your offer is omnipotent. The best presentation in the
world has a major uphill battle if you make a weak or ordinary
offer.
2. The market to whom you direct your message can make or break
your campaign. Saying the right thing to the wrong people
results in no sale.
3. What you say and how you say it is easily as important as to
whom you say it. Talk in terms of your prospects and how your
offer benefits them.
4. Carefully planning every cent of your campaign for maximum
profits requires as much creativity as your message. Guerrillas
excel at this.
5. The more that people have been exposed to your other
marketing, the more readily they'll accept what you offer with
your direct marketing.
Some principles of indirect marketing apply to direct
marketing. You must still talk of the prospect, not yourself,
and you must make a clear and cogent offer. But from that
point on, direct marketing is a whole new ballgame. And its one
that you can win with the insights of the guerrilla.
Stupid mistakes in horrid abundance have been made by otherwise
bright companies when testing the direct response waters.
Fortunately, guerrillas can learn from these blunders, making
those waters a bit safer. Listing them would take an endless
series of books, but it's worth your time if I make a start by
providing insight into ten of the most notable:
* Failure to attract attention at the outset dooms many
brilliant campaigns before they have a chance to shine.
Envelopes, opening lines, mail subject lines and first
impressions are the gates to your offer. Open them wide.
* Not facing the reality of a direct marketing explosion
relegates your attempt to the ordinary, which means the ignored.
Guerrillas say things to rise above the din, to be noticed and
desired in a sea of marketers.
* Focusing your message on yourself instead of your prospect
will usually send your effort to oblivion. Prospects care far
more about themselves than they care about you. So talk to them
about themselves.
* Not knowing precisely who your market is will send you into
the wrong direction. Research into pinpointing that market will
be some of the most valuable time you devote to your direct
marketing campaign.
* Mailing or telephoning to other than honest prospects wastes
your time and money. If you make your offer to people who don't
really have a need for your offering, they'll be an incredibly
tough sale.
* Initiating direct response marketing without specific
objectives gives you too hazy a target for bullseyes. Begin by
creating the response method for your prospects so you'll know
what your message should say.
* Featuring your price before you stress your benefit will be
telling people what they don't want to know yet. First, your
job is to make them want what you are offering, then you can
tell them the price.
* Concentrating on your price before your offer is wasting a
powerful selling point. Even if your price is the lowest,
people care more about how they'll gain from purchasing. Give
your low price at the right time.
* Failing to test all that can be tested is a goof-off of the
highest order. Test your price points, opening lines, subject
lines, envelope teaser lines, benefits to stress, contact times
and mailing lists to know the real winners.
* Setting the wrong price means you've failed in your testing
and your research. Guerrillas are sensitive to their market and
their competition, testing prices and constantly subjecting them
to the litmus test of profits.
As direct response vehicles become more sophisticated and
prolific, guerrillas have the insight to zero in on the exact
people to contact, so as not to waste time or money on
strangers. Successful mailings to strangers net as high as two
percent response rates. Successful mailings to customers and
qualified prospects net up to ten percent. Precision leads to
profits.
Jay Conrad Levinson is the creator of the Guerrilla Marketing series
of books - the best selling series of business books in history. He
is also responsible for some of the most successful ad campaigns in
history, including *the* most successful in history: The Marlboro Man.
Jay is responsible for countless small businesses becoming huge
household names. Learn how he does this in his latest book:
"Guerrilla Marketing for the New Millennium":
http://www.roibot.com/w.cgi?IM9841_0913
+++++++++++++++++++
SPOTLIGHTS
+++++++++++++++++++
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************************
DISCLAIMER
Although we make an effort to check out the advertisements in the
Spotlight section, we cannot assume responsibility for the actions
of our advertisers.
+++++++++++++++++++++++++++++++++
QUOTES To Get You Thinking
+++++++++++++++++++++++++++++++++
Exhilaration is that feeling you get after a great idea hits you,
and just before you realize what's wrong with it.
Rex Harrison
There has never been a statue erected to the memory of someone
who let well enough alone.
Jules Ellinger
We probably wouldn't worry about what people think of us
if we could know how seldom they do.
Olin Miller
If a man can see both sides of a problem,
you know that none of his money is tied up in it.
Verda Ross
Snow and adolescence are the only problems that disappear
if you ignore them long enough.
Earl Wilson
Nothing in the world can take the place of persistence.
Talent will not; nothing is more common than unsuccessful men
with talent. Genius will not; unrewarded genius is almost a proverb.
Education will not; the world is full of educated derelicts.
Persistence and determination alone are omnipotent.
Calvin Coolidge
+++++++++++++++++++++++
THE FUNNIES
+++++++++++++++++++++++
Stop by our website every day to see the Business Cartoon
of the Day by Ted Goff. http://www.bizsuccess.com/cartoon.htm
------------
Is the Human Race doomed through stupidity?
-------------------------------------------
Here are some actual label instructions on consumer
products that may tell us that we are;
1. On a blanket from Taiwan -
NOT TO BE USED AS PROTECTION FROM A
TORNADO.
2. On a helmet mounted mirror used by US cyclists -
REMEMBER, OBJECTS IN THE MIRROR ARE
ACTUALLY
BEHIND YOU.
3. On a Taiwanese shampoo -
USE REPEATEDLY FOR SEVERE DAMAGE.
4. On the bottle-top of a (UK) flavoured milk drink
AFTER OPENING, KEEP UPRIGHT.
5. On a New Zealand insect spray -
THIS PRODUCT NOT TESTED ON ANIMALS.
6. In a US guide to setting up a new computer -
TO AVOID CONDENSATION FORMING, ALLOW THE
BOXES TO
WARM UP TO ROOM TEMPERATURE BEFORE OPENING.
(Sensible, but the instruction was INSIDE
the box.)
7. In some countries, on the bottom of Coke bottles
OPEN OTHER END.
8. On a Sears hairdryer -
DO NOT USE WHILE SLEEPING.
9. On a bag of Fritos -
YOU COULD BE A WINNER! NO PURCHASE
NECESSARY.
DETAILS INSIDE.
10. On a bar of Dial soap -
DIRECTIONS - USE LIKE REGULAR SOAP.
11. On Tesco's Tiramisu dessert (printed on bottom
of the box)-
DO NOT TURN UPSIDE DOWN.
12. On Marks & Spencer Bread Pudding -
PRODUCT WILL BE HOT AFTER HEATING.
13. On a Korean kitchen knife -
WARNING KEEP OUT OF CHILDREN.
14. On a Japanese food processor -
NOT TO BE USED FOR THE OTHER USE.
15. On Sainsbury's peanuts -
WARNING - CONTAINS NUTS.
16. On a Swedish chainsaw -
DO NOT ATTEMPT TO STOP CHAIN WITH
YOUR
HANDS OR GENITALS.
17. On a child's superman costume -
WEARING OF THIS GARMENT DOES NOT ENABLE YOU
TO FLY.
18. On a hotel provided shower cap in a box
FITS ONE HEAD.
19. On packaging for a Rowenta iron
DO NOT IRON CLOTHES ON BODY.
20. On Boot's "Children's" cough medicine
DO NOT DRIVE CAR OR OPERATE MACHINERY.
21. On Nytol sleep aid
WARNING MAY CAUSE DROWSINESS.
***excerpts from: http://www.joker.org/
***
++++++++++++++++++++++++++++++++
RESOURCES AT BizSuccess.com
++++++++++++++++++++++++++++++++
** Increase Your Sales! **
YOUR ad in BizSuccess Breakthroughs will attract customers...
BizSuccess Breakthroughs provides you access to a subscriber
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professionals, executives, commissioned salespeople, network
marketers and opportunity seekers.
For advertising info, visit http://www.BizSuccess.com/advertise.htm
OR send any email to mailto:advertise@bizsuccess.com
+++++++++++++++++++++++
PUBLISHER INFO
+++++++++++++++++++++++
Gary Lockwood is Your Business Coach.
Helping business owners, entrepreneurs, and professionals
to get all they really want from their enterprise.
(800) 272-1575 (USA) - 909/984-3344 Fax: (815) 361-3041
Email: mailto:Gary@bizsuccess.com
Visit our website at http://www.bizsuccess.com
Grow your business, make more money,
have more fun!
++++++++++++++++++++++++++++++
YOUR COMMENTS PLEASE?
++++++++++++++++++++++++++++++
I appreciate feedback, corrections, and comments about anything
mentioned in BizSuccess Breakthroughs. Please send your thoughts to:
mailto:Gary@bizsuccess.com
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