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30-Days to Success: Direct Sellers Bootcamp
POWER UP NOW!
8 ideas to grow your business:
Get on the Internet.
The internet is great isn't it? It has allowed the small biz owners to reach a potentially huge market
and serve their customers 24/7. It has allowed your to market your services worldwide very inexpensively. PLUS:
It can make your business seem as big as corporate giants. A well-designed web site can put you on the playing field with
the big boys.
2. Design top-level correspondence.
Do not be lead to using cheap, print-out business cards and letterhead. Invest in some good design and have them professionally
printed. They don't need to be expensive. Use one-color effectively: Have your accent color screened in different depths to
creat the illusion of more than one color.
3. Social? Participate in local
business organizations. Dig into these groups as possible rich sources of leads, mentors, support and more. If
you work from home, you may find yourself "holed up" for days at a time. They are a great excuse to get out and meet
some other business pros!
4. Cross promote and sell,
sell, sell! Savvy sellers know this technique. Join our leads exchange, read PUMP for many uses of this idea or
get the Direct Sellers Guide to get booked solid.
5. Trade services with another
local service. You may not be selling your products, but if you provide excellent service, they will provide referrals...a
rich source of great sales.
6. Search out cheap advertising:
Read our section on press releases and then get busy! PR (public relations) can get you some of the best FREE advertising
you'll ever get.
7. Donate to a local charity...tell
everyone. This is a great way to give to a worthy cause and increase your business. Be sure your donation
is accompanied by your card. Be sure to market the fact that you donate to a certain charity.
8. What are you great at doing?
Arrange some local speaking engagements on your topic of choice. Yes, public speaking is scary, but even just a short talk
can put you in front of many more prospects in a short time. Think about it.
What did they say about me?
Testimonials are a great way to market yourself. They give
you credibility—a third-party endorsement. It is no longer you alone saying that you and your company and products or
services are phenomenal—it is someone else saying that they are phenomenal! When you place an ad, everyone knows that
you have paid for it. It is you “tooting your own horn.” Much more believable and credible is someone else “tooting
your horn!” Use testimonials in your marketing materials, use them on your web site, use them in advertisements, use
them in your media kits, put them on business cards and make sure to use them in your sales presentations and/or on the telephone
as success stories.
So, how do you get all of those glowing testimonials from satisfied customers? Ask. Get in the habit of asking every single
satisfied customer for a testimonial. There are many ways to do this. Here are a few:
1. Ask your customers to fill out a brief customer satisfaction survey. Leave space for comments at the end. Make
sure to also ask at the end of the survey, “May we use your name and comments in our marketing materials?” Have
a space for them to check “yes” or “no,” along with their signature. Most people are delighted to
have you use their comments!
2. If you use public speaking to increase your visibility and generate leads for your business pass out an evaluation
form to your audience. Make sure to ask at the end of the evaluation form, “May we use your name and comments in
our marketing materials?” Have a space for them to check “yes” or “no,” along with their signature.
Again, most people are delighted to have you use their comments!
3. Using the satisfied customer’s name greatly increases your credibility. It is far stronger to have an endorsement
with a name than without. Use the customer’s name and the company name. Make sure to ask permission to use their name
first.
4. Ask your customers to write testimonial letters. Say, “I was wondering if you could help me.” (People
love to help!) “Would you write a testimonial letter for me outlining how happy you are with our product/service?”
(Only ask customers that you are sure are happy!)
5. Offer to write it for them, “I know that you are very busy. I’d be more than happy to draft something
for you to edit.” People do genuinely want to help, and people are also genuinely very busy. This makes it easy for
them to help.
6. Every time you complete a project and/or a customer says something positive to you about your product/service, say
to them, “Would you write that down on your letterhead? It would be a big help to me, and I would use it to market
my product/service.”
7. Use your testimonials as success stories when speaking with prospects or even customers. This enables you to
tell others what you have accomplished for your customers without appearing to brag. The model of a success story is: Your
customer had a problem. You fixed it. They are now very happy. Remember to always tell your success story from the customer
or prospect’s point of view. That means stick to the benefits that your customers received from your work.
8. On blue days, post your favorite testimonial letters on a bulletin board or clear wall space near where you work.
Put the rest into a three-ring binder. Anytime you start to feel “blah,” read through your letters from all of
the people saying how much you have helped them. It will perk you right up!
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Get seen by hundreds of success-oriented sellers each month.
PUMP UP YOUR BUSINESS!
PRESS RELEASE
WRITING TIPS:
- Be sure to write a local angle in your title and lead paragraph.
- Tell your readers what's in it for them.
- Keep it short and simple.
- Know the publications where you are submitting. Don't submit what doesn't fit in them.
- Don't write "one size fits all" stories. Tailor them for specific publications.
- Don't bury your key information--keep it prominent. Don't overwrite!
NEED LEADS?
The
Three-Step Lead Generation System
Three simple steps to develop your
business’ “Ultimate Lead Generation System.” Don't skip a step--they are all important!
STEP 1: Why do people buy from you?
List the three top reasons why your customers buy your product
or service. What specific service or need do you fill?
STEP 2: Create a Special Report
Your special report should provide “insider”
information that the average prospect would not know. It should be highly educational and should NOT contain
“sales” information. Your special report could be a written report, an audiocassette,
a video, or a CD-ROM.
Create an exciting title for your report
such as "HOW TO..." The best pulling titles start with “How To,” use numbers,
and are framed to avoid the fear of loss. For instance, “How To Make Your Eye Color Pop!”
(This would be for sellers of cosmetics. It would include the best colors to wear with each eye color, etc.).
STEP 3 — Develop a Direct
Response Advertisement
Create a small ad that resembles a newspaper
article. It should include:
1. A compelling headline. Hint: Use
the same headline as your special
report.
2. Write a short article on how using the
right eye shadow can make blue eyes seem bluer, etc.
3. Announce the solution to their problems
by offering your special report.
4. Tell people how to get your report and
what benefits they’ll receive by acting immediately. You can elect
to offer your report for free, which will increase the number of leads you receive.
5. Include free samples or bonus offer/coupons with your free report.
Be sure to put a time-limit on purchasing to inspire action (i.e. Offer expires by August 31, 2004!)
To Advertise...or
Publicize?
A simple answer...do both! Advertising is generally well-known
and easy to do--if you have the budget. Placing small text-only or display ad (ads that are boxed or include photos/pictures)
are usually low-cost in your local area publicatons. Running ads in national publications (women's magazines, USA Today, etc.)
are more widely seen, however the cost can be prohibitive for a small business.
We suggest putting together a media campaign for your business.
If you do it well and act consistently with it, you could get not only local, but national visibility for your "little" business.
The first thing to do is to look at the local and national publications where you feel would be a good target for your business
(i.e. local newspapers, local magazines, national magazines and papers that run stories on small businesses around the country,
etc.).
Compile a "PUBLICATIONS" list including the name of the pub,
the editor of the section that prints the type of stories you would like to submit, the address, email of the appropriate
editor and his/her phone and fax. If you are selective and choose only those publications where you can find stories that
are comparable to yours, you stand a better chance of receiving some coverage.
Next, write your story. The trick is to never, NEVER, write
your story as an advertisement. Don't include words such as "best ever," "free offer," etc. Your story should be relevant
to the readers of the publication. You will stand the best chance of getting coverage with local publications, but don't rule
out the national ones.
When writing your story, you should include a unique
focus: for instance, if you are a bridal consultant or do business in the bridal area, you could write a story about choosing
a photographer, a busy bride's checklist, how to plan a great wedding for $1,500.00, the latest in bridal/formal wear, etc.
You may include information on your particular business toward the end of the story. NOTE: Quotes from relevant sources are
always welcome in a well-written story. Be sure to proof it well, and include your contact information at the top in case
the editor needs to call you.
For more help in pinpointing and writing a media release
for your business, contact Moehr & Associates.
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