The Little Know Secret to Lead Generation Through Classified Ads – That You Don’t Pay For

I was at a truck stop in Ohio recently and found a Free Classifieds Ad paper. I read them whenever I get the chance. All those pretty pictures. Cool products and services. And best of all, people who spend money on advertising.

Well, there were several ads that caught my eye. These were the worst of the worst. One had just a picture of the product (An outdoor home heating system), the name of the company, phone number and address. That was it. The ad didn’t even say to call the number.

This is always a great candidate to me. They have no call to action in their ad and no benefits to the customer. When I did a search for their company online there was no website. So I kind of figured it was someone from the company that was doing the advertising.

So I called them. And it went something like this;

The Call

ME: “Hello, my name is Fred Acker, could I please speak to your advertising department?”

PROSPECT: “One moment please…”

PROSPECT: “Hello, Dave speaking.”

ME: “Hi Dave. My name is Fred Acker and I saw your ad in the [Name of Paper]. I was just calling to see how it was doing for you. The reason I ask is because I would have missed it had it not been for the ad right next to it.”

PROSPECT: “You do direct marketing?”

ME: “Yes, that’s right.”

PROSPECT: “Well, to be honest Fred, I really don’t know how the ad will do. We just placed it this week.”

ME: “I see. Dave, could I send you something? It’s an idea I have for you’re ad that won’t cost you anything to look at. I can mail it out today and call you back in a few days to discuss it further with you.”

PROSPECT: “Well sure. Yes.”

ME: “Ok, I’ll get it drawn up and in the mail today.”

PROSPECT: “How much will all this cost?”

ME: “It won’t cost you anything to look at it and if you like the idea we can discuss payment then. If you don’t like it, I’m out a stamp. Fair enough?”

PROSPECT: “(chuckle) Sure. I’d love to see it.”

We had a few more words and the call was closed.

What I did was write A, B, C, D, and so on right on their ad using a marker. I then wrote out some ideas for the ad linking the idea to the letter (Letter A = Headline, Letter B = Benefit…). I gave them ideas but held back the actual content.

Four days later I called Dave and we chatted a bit (friendly conversation) and he told me he loved the idea and so did his boss – “When can you do it?”

My kinda client – He didn’t even ask how much :0)

I sent them the content with a layout (using the same size ad) and some additional material explaining how to track the ad to see if it was working. I then called a few days later to see if all was well and it was. They understood it perfectly.

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IMPORTANT NOTE: Be ridiculously meticulous about
follow up. Failure to do so could lose you the sale and
the client.
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When I was through there again I called to see how the ad was doing.

They had several sales and new prospects from that ad. But they also learned that most of their ads were not doing as expected.

I have a new client.

The point is, I didn’t have to do much.

I simply showed them how their ad could do better and then made it better. I explained to them how to test it. And they were able to see how the ad was doing (I used an alpha-numeric code on the ad that the buyer was to use when they called in or came in to the store).

I’ve used this technique a few times and some business owners want the help and some do not. That’s ok though. I work a lot better with the ones that do.

The trick here is to find the ones who are already paying and find out whether or not their efforts are working. If they’re not, your life just got easier. Now make theirs easier.

Stay tuned…

Getting Clients. Don’t you hate it?

You’re revved up, ready to change the world. You know you can help business owners pull massive profits while saving them truckloads of cash. You’ve spent a small fortune on your education. You know all the tricks of your trade. So you sit at your desk, write an email and blast out your campaign to every freakin business owner you can get an email for.

And Kaphlewy!

Why aren’t you getting results? Why the heck aren’t they responding? What’s wrong with these people?

“Don’t they realize how valuable my service is to their business?”

Hold up. The answer to your question is; Probably not. But let’s look at why no results is actually “Your Fault!”

Yes, I blame you :0)

But don’t go taking aim at me just yet. Let me explain.

First of all, blasting out one email rarely ever works. Second, spray and pray marketing rarely works. Lastly, there is a big possibility they’re not even getting your email.

You’re basically doing the same stupid thing everyone else is. Now I’m certainly not saying you’re stupid. Not in the least. In fact, seeing as you’re reading this – I think you’re probably one of the smarter marketers.

“So How do I get new clients for my business?”

Once you know this you’ll have a much better chance of being able to help your own clients better. Good thing huh? Let’s Do It…

From the cab of a truck, I am able to get new clients without too much trouble. Some are even good ones. They want to hear what I have to say. They take action when I suggest something. And one even calls me on my birthday.

And I use one simple tool to get the ball rolling. It’s called…. (drum roll please…)

EDUCATION

Yup. That’s it. No super secret. Oh, I’m also a nice guy and pretty easy to talk too as well. But for me, educating someone is so much easier then selling.

Here’s a few ways to educate business owners in your area

Your Website
Use the web to help your local business owners learn about marketing. Write articles. Offer free reports. Offer videos and audios. You could even sell product to add to your income.

Your Newsletter
Don’t have one? Get one. Even if you don’t have subscribers yet, write your newsletter and create an archives so that when people do go to your site they’ll see you’re serious about what you do. And don’t forget about a hardcopy newsletter. This can be a as simple as a 2-3 page letter in an 8 ½ x 11 envelope sent out to local business owners.

Newspapers
Write content and submit it to the local newspapers. Especially the smaller ones. They’ll love you for it. They may even end up becoming one of your clients.

Seminars
These are much easier then you might think. They don’t have to be extravagant. You can start small and work your way up. If you’re not a public speaker do a mini seminar and invite 5-10 business owners and put in the practice.

Workshops
Begin a workshop in your area. You probably already have a ton of PLR material to use as training aids. Just make sure you rewrite it to suit your needs.

Teleseminars
Offer a teleseminar. There are thousands of other marketers you could do this with. Choose one and ask questions about a topic. You could then do one for their locals. Record it and send out the recording as advertising for both your business.

Webinars
What better way to show the locals that you’re the areas internet guru. Same as teleseminars, find another marketer and do two webinars. One for you and one for them. You could then use the video as advertising on your site and in some cases load onto a DVD.

Radio
Check around to see if the local radio stations have open slots that need to be filled. If they do, can you come up with a show? (Hint, read teleseminars and webinars again).

Television
If you’ve got a pretty face, check local television stations to find out what’s available.

Whatever you do – get out there and let people know about it. Leave your business cards ALL over town. It’s your town. Dominate it!

Stay tuned for more info…

How to use Rejection to Find New Clients

Rejection happens. It’s a fact in any business. But it can also lead you to new opportunities.

Over the holidays I was eating breakfast in one of the restaurants I go to about once every other month. It’s not a bad place, but it’s certainly no five star establishment either.

However, the foods great, the folks are great and their service is outstanding.

The past few times I’ve been there I’ve noticed a decline in the staff and some of the stuff on the menu. So, me being the inquisitive lad that I am, I asked…

“What’s going on?”

The waitress told me that they’ve had several months in a row that business just hasn’t been good at all. She then told me that the restaurant, usually open twenty four hours, is now closing at 10pm and reopening at 6am. Now since I never know what time I’m going to get hungry when i go to this place I get a little concerned.

Fortunately I was there the same time the owner was. He’s one of those guys who works six days a week and I’ve seen him come from home when there’s a problem with a customer.

After talking to him for a few minutes I told him I had some info for him about marketing. I went and got the info and asked if he’d be interested in an ad or article for the local newspaper. He wasn’t. But he said to talk to him the next time I was in town.

I then asked him if he knew of anyone who might be or if he could give me any businesses to look up. He did :0)

He also asked for a few more of my cards and if I had any more info he could pass along. I did :0)

He gave me four names with phone numbers and a little book of local businesses in the area. The book is like a mini phone book of who’s – who in the area.

It’s funny because the town is one of those that if you blink you miss it. But the book has over 100 businesses that are listed in the town.

This is the kind of rejection I can use.

Now, if he only had a few names to give me I still would have been happy. But let me show you how to take this a few steps further.

If he had said no and he had no names to give I would have asked him if I could leave a few business cards with him. I’d also ask that he pass them out. Sometimes they put them in a drawer and forget about them and I imagine some might even throw them away. But at least I’d have gotten them into his hand.

I’d also ask him to visit my website, join my newsletter, and could I please send him some info via snail mail from time to time. In short, I want him to say yes to something. Now, I see this guy when ever I’m in town and I can call him anytime so I didn’t push it. But you can bet I’ll be seeing him again in a couple of months to see how business is doing and to give him some more info.

Another thing I could have done was put together a newsletter (the old fashioned paper type) and gotten him to join that as well.

Why go through all of this even when they say no?

I want the prospect to know I’m there. I want to send them one, two, three, four… what ever it takes to get them to say “Ok, maybe I better hire this guy.” I don’t try to sell him on the idea that he needs my services right now. Even though I might be thinking that he does!

Stay Tuned….

Here are a few tips to get your Marketing Business up and running quickly.

1. Know what you want

2. Know exactly what you want.

3. Know exactly what you want and why it’s so import to you.

Simple enough? I know… stop grumbling about how “these aren’t marketing tips.” In reality they are. In fact, they’re the most important part of your marketing plan.

Look, business owners – good ones anyway – are goal oriented people. They have to be. You have to be at their level.

Before you even attempt to market yourself you have to choose.

What is you want to do? Do you want to stay within the confines of one niche? Or do you want to vary your niches?

Now ask yourself “why?”. Why do you want to do this? Why is it so important to you?

You’re answers should be clear and concise.

“I want an email marketing company that specializes in helping business grow/make money/communicate with their clients. I want this because I’m a selfish person and want to get rich.”

See what I mean? :0)

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PLEASE DO NOT USE THAT EXAMPLE FOR YOUR BUSINESS!
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Now this is very important so please read it VERY carefully…

Write It Down. On paper. Even if you have to kill a few trees to do it.

If you’re just starting out and have the chicken-marketer blues doing this can help you get and stay focused on your objective.

See you in the next round. Piece!