Feb
13

18:1 Returns on Your Marketing Investment: The New Norm

Gather up 20 entrepreneurs in a room and ask them about their experiences with marketing.

Let me guess… 80% or more of them have failed miserably with marketing their products and services.

The 80/20 rule applies in every industry, in every niche, in every city.

So why is it that 20% of the entrepreneurs out there take home 80% of the revenues?

After 25+ years in sales and marketing, 15 of that in direct response marketing (measuring the results of marketing investments), I’d say it makes complete sense.

Most entrepreneurs don’t do what it takes to make the money they want.

As an example, one of my clients used some of my services, combined with the marketing templates and ideas in my Cash Flow Marketing Calendar.

We put together a 3 step direct mail campaign to his list of prospects. It was a VERY unusual promotion that focused more on the entrepreneurs personality than the product/service offering.

Most business owners would scoff at the idea, and would let their ego take control of the marketing process from there.

Gather up 20 entrepreneurs in a room and ask them about their experiences with marketing.

Let me guess… 80% or more of them have failed miserably with marketing their products and services.

The 80/20 rule applies in every industry, in every niche, in every city.

So why is it that 20% of the entrepreneurs out there take home 80% of the revenues?

After 25+ years in sales and marketing, 16 of that in direct response marketing (measuring the results of marketing investments), I’d say it makes complete sense.

Most entrepreneurs don’t do what it takes to make the money they want.

As an example, one of my clients used some of my services, combined with the marketing templates and ideas in my Cash Flow Marketing Calendar.

We put together a 3 step direct mail campaign to his list of prospects. It was a VERY unusual promotion that focused more on the entrepreneurs personality than the product/service offering.

Most business owners would scoff at the idea, and would let their ego take control of the marketing process from there.

They’d make all kinds of excuses why this idea wouldn’t work: “this is business to business, that kind of marketing doesn’t work!”… or… “these are professionals I deal with, they don’t want this personality/story junk in a company promotion”, … or … “3 mailing pieces in a row? That’s garbage, and won’t be accepted by MY type of customers… MY business is different!” … or…, one of my favorite excuses I hear “if I use me as the personality in the promotion, the person reading it will think we’re a small, two-bit operation!”.

Guess what – they are ALL WRONG!

I’ve helped my clients generate millions of dollars in newfound revenues with personality-driven marketing. Revenues attained from C-level executives, from cold lists that had never been contacted before, in commodity type businesses, using multi-step campaigns, when once a year mailings were the norm before my help.

Seth was one of those entrepreneurs.

He sold a B2B type service – to professionals – in a very impersonal type of industry (financial dealings with large companies). Scott buried his ego long enough to actually TRY my recommendations.

We chose a marketing theme from the Cash Flow Calendar https://ultimatecashflowcalendar.com

We created a 3-step email sequence to go out to his mostly-cold list of prospects.

It was personality driven.

It had a off-the-wall theme to it.

It was aggressive, not much for actual teaching content in it, and asked for very specific actions to be taken in each of the emails that went out.

All-in-all, it broke EVERY possible ‘rule’ you can imagine in his industry.

His peers thought it was stupid and professional-suicide.

His wife nearly left him.

His coworkers fretted about the jobs they were about to lose.

     Lo and behold… it worked.

Not only did it work… he made $18 in revenues for every $1 he invested in this marketing campaign!

You show me ANYWHERE you can put a $1 bill in – and immediately take out $18.

How many times would you put $1 bills in?

As many as humanly possible, I would hope!

Seth was smart – he let the numbers talk louder than his ego.

He reaped the benefits and has a evergreen campaign he can continue to run untouched for many years to come.

The keys to making measurable marketing work for you:

1) Bury your ego. It will also scream at you for trying unusual ideas in your marketing. Your ego is wrong – the numbers are ALL that matter and the only way you can get those numbers is to ignore the ego and test those ideas.

2) Use themes in your marketing. Unusual themes. Wild West Themes. Peanut Butter and Jelly Themes. Dog Days Themes. You name it – use it. Your first reaction will be, “how unprofessional”. Your second reaction after testing it, “surprisingly profitable!”. I see it time and time again.

3) Multi-step campaigns ALWAYS outperform one-off campaigns. 3 steps should be your minimum. If doing direct mail – space them out about 7-10 days apart. Email campaigns should be done every second day or so.

4) Personality driven campaigns only. No speeds and feeds garbage (where you talk only about the wonderful features of your product or service). Talk about why you started your business, talk about your failures along the way, talk about your wife, husband, kids and pets.

THAT is how you stand out in the clutter.

5) Be prolific. Don’t try this once and give up. Be and think like a marketer! Always be looking out for innovative marketing ideas and take massive action on getting them implemented once you come up with them.Last……ignore the naysayers. There are lots of them out there and they will surely drag down your profits and kill your passion to be a marketer of your business.

Trust the numbers – and the only way you get those is to TEST these kind of marketing campaigns!

= = = = = = = = = = = = = = =

And… IF YOU’RE STUCK

…Stuck with a product you can’t sell

…Stuck with a lead platform that isn’t working

…Stuck with a sales system that isn’t making sales

Then we need to talk!

…I am working with a group of ass-kickers and we are doing awesome in the hottest thing I’ve seen in my past 16 years in this business.

…I have a hot, in demand product for you.

…A lead generating system that is SIMPLE… and WORKS

…A follow up system that makes money

And a way to ramp up the numbers to make 2018 your most incredible year on this planet.

HIT REPLY IF YOU’RE STUCK AND WANT HELP

= = = = = = = = = = = = = = =

Have fun, and be different.

Troy

PS: DON’T FORGET…

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Profit by this weekend!

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