• The Irresistible Offer!

    Posted May 17th, 2011 By in Business Development, Marketing, Organizational Leadership, Sales Management With | No Comments The Irresistible Offer!

    The Irresistible Offer!

    At our Kick-off Marketing Academy, we spoke about never sending a piece of Marketing Communication without an Offer and we talked a lot about what is a great Offer which will create a pattern interrupt and cause immediate action by your ideal Prospect.  Reminded me of this story from my mentor Dan Kennedy:

    “The girl I was in a relationship with was at away at College, Murray State in Kentucky.  I was running my little ad agency in Akron, OH.  I was supposed to drive down to Murray and pick her up on Friday, and bring her home for a long weekend.  Thursday night, Mother Nature, that pixie with the marvelous sense of humor, unleashed the blizzard of the century on Ohio.  That’s not hyperbole either, it was the blizzard of the century.  Actually, one of the four worst storms of recorded history.  By 8:00am on Friday every school, office and business was closed, roads were buried in snow and the highways were a sheet of ice.  The Ohio State Patrol asked everyone to avoid using the expressways.  Another foot of snow was predicted.  Attempting to drive from Akron south all the way through the state was a suicide mission.

    At 8:30am, I got Nancy on the phone to tell her the bad news.

    Oh, I should tell you, I had a 1974 American Motors Javelin, red with white racing stripes, only a few months old.  I’d bought her brand new!  It was a sporty car; very light in weight, small hind end, tiny trunk, no weight over the wheels.  If you can’t recall the car, it was cleverly, uniquely shaped like a curvy women’s body.  If you stood facing it, you saw a Playboy centerfold shape.

    By the time I arrived at Murray late Friday night, the curves were flat.  I smashed every single one of them flat, spinning around in circles on the interstate highway bridges and stopping against them.

    In that little phone call, Nancy said fewer than 25 words.  They cannot be repeated here.  They constituted an irresistible offer.

    And that is your challenge as a marketer or salesperson or copywriter, to craft an offer so irresistible that your prospect would bundle up, schlep out into a blinding snowstorm, a dangerous blizzard, and risk life and limb driving on icy roads, to get to the post office, to drop their order form in the mail before the deadline.

    Nancy was going to college to become a dietitian.  As far as I know she had no experience in sales or marketing.  But she sure knew how to make an irresistible offer!”

    I’m told the story is 100% true and I believe it.  Remember our Speed to Market principle “All Truth is the Detection on an Analogy” and apply this story to the creation of your own irresistible offers.

    Have a Margin Expanding day!

    Shawn

    Performance Institute – A Global Leader in Business and Human Capital Development

    Russ M. Miller, LLIF – Chairman

    Shawn M. Miller – CEO

    Sunny Hong Zhang – Managing Partner – China

    Glenn Dietzel – Director of Positioning and Publishing

    P.S.  The P.I. Marketing Academy will meet again on the 14th of June at the Lakeshore Advantage – Training Room of the Clock Building in Zeeland, MI… http://hollandmarketingacademy.eventbrite.com/ See you there!

  • Your Business is likely Undervalued by 40% or More!

    Posted May 11th, 2011 By in Business, Business Development, Marketing, Organizational Leadership, Sales Management With | No Comments Your Business is likely Undervalued by 40% or More!

    Your Business is likely Undervalued by 40% or More!

    Yesterday we discussed business expert Steve Wolman’s statements that traditional business valuation models fail to recognize 40% or more of real value of a company because they fail to properly recognize the specialized Intellectual Property of the company.

    And we discussed a recent client consultation with a small company owner who was missing this massive part of his value and now we see how this impacts his present day cash-flow:

    He shared with me a list of his key sales positioning statements which were simultaneously totally undifferentiated in any way from EVERY single one of his competitors and completely absent of ‘WIIFM’ (remember: people are only interested in What’s In It For Me) benefit language to effectively sell their products with strong profit margins.

    The strong majority of Sales are generated by pure one-on-one relationships of the owner and his partner and Zero leverage is added to the business based upon what are truly exceptional points of differentiation and value additions that could drive this company to a totally dominant position in their niche, given even reasonably well executed Marketing and follow-up.  They are totally undifferentiated from the competitors and forced to compete on price with ever increasing demands for customized service, this is not only unsustainable for the business, its torture for the owners.

    But, as I said, they are failing to understand, clarify, and leverage one of the greatest strengths, their specialized intellectual property.

    Tomorrow we begin to explain what we advise you do about this massive undervaluation…

    Have a Margin Expanding day today!

    Shawn

    Performance Institute – A Global Leader in Business and Human Capital Development

    Russ M. Miller, LLIF – Chairman

    Shawn M. Miller – CEO

    Sunny Hong Zhang – Managing Partner – China

    P.S.  The P.I. Marketing Academy launched last night at the Lakeshore Advantage area of the Clock Building in Zeeland, MI… http://hollandmarketingacademy.eventbrite.com/here’s a live action shot from the meeting, that’s “Mighty” Joe Stankowski, my friend and Marketing cohort and co-Host of the Academy to my right:

    Top Marketing Advisement in West Michigan

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