DATE & TIME: Tuesday, August 3rd at 6:30pm Central
FORMAT: Simulcast! (Attend via Phone or Webcast — it’s your choice)
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What I love about Dan Kennedy is that his marketing strategies easily transfer from one industry to another.

That’s probably because he’s worked with clients in 68 different businesses, industries and professions.

So, when he talks about marketing, you should probably pay attention to him.

Anyway, last night I was reading where he says you should build a fence around your herd (clients).

What kind of fence?

Client contact and communication… the stuff of customer relationships .

That kind of fence will keep your customers from straying. And it makes sure your competitors stay out.

Kennedy’s advice: “My single biggest recommendation is the use of a monthly customer newsletter. Nothing, and I mean NOTHING, maintains your fences better.”

So, what shape is your fence in? Is there a slate broken? Maybe you have a whole section missing?

Fear not.

Nothing will mend your client contact and communication faster or better than Exceptional Living customer newsletter. It’s the highest form of relationship marketing.

Dollar for dollar, NOTHING is more effective at adding zeros to your bank account.

Sound good?  It gets even better.

First: Try Exceptional Living on me. That’s right… free-ola. The first month’s on me.

Second: We have new pricing. Imagine being able to send your clients a monthly, 6 page, full, edge-to-edge color newsletter that’s PERSONALIZED, addressed and mailed first class for only $1.49 each.

Yikes… I get queasy just thinking about it.

But I also know it’ll make a huge difference on what your bottom line looks like at the end of 2010.

So, I’m cool with our new pricing.

Hop over to WebtoPrintIQ and see how fast and easy it is to get started fixing fences and multiplying your money.

We ahve newsletter ideas that work.

-David Gruttadaurio
“The Print Newsletter Expert”

Here’s the skinny:

Evian sells mineral water. You can buy it in any supermarket.

But Evian also sells premium bottles of the same water in fancy restaurants for 20 bucks a pop, “for a true luxury water experience.” Really… that’s how they describe it.

Same stuff…just in a stylishly elegant bottle.

It gets better.

You can also buy Evian’s Facial Spray. It’s sold everywhere for $15, from upscale Nordstrom’s to Target. It’s an ultra fine, pure mist of… water.

This is why you should care:

IT’S JUST WATER!  Yet, people willingly pay a lot of bucks for what is generally free in your home.

Why? Because it’s been ‘premium-ized.’ I think that’s a word…

Evian (and others) has marketed water as a luxury product. They do this by the look and feel of their ads and how the product is packaged.

They get away doing this because 20% of consumers will only buy what they perceive to be the best.

It doesn’t matter what it is.  If there’s a more expensive option, they’ll take it. And this rule applies to ANY market.

If they can do it with water, you can do it with your products and services.

Give this some thought: What could YOU offer that’s a higher-end alternative for those customers that just want the best?

Think hard on how you can premium-ize what you already sell. Heck, they can sell water as a luxury…

Exceptional Living can help you ‘package’ your business to solidly create a premium look and feel.

Imagine your customer’s faces when they open their mail box and see a full, edge-to-edge color, 6 page newsletter (or is it a magazine?) from you!

Honestly, it will have a huge impact on them… and their view of you, while building a stronger relationship with them.

Let me send you three free cross industry samples. Click here and tell me where to send them.

Taking action just feels right,

- David Gruttadaurio
“The Print Newsletter Expert”

PS:  Did you know that Evian spelled backwards is ‘naïve’…

Both relationships require a bunch of effort to be successful.

Both also need good communication skills.

When a customer relationship is cultivated, it grows stronger. Just like a real romance, it can last a lifetime.

Most entrepreneurs don’t bother with this. They think it’s a waste of time and money. So, they’re constantly prowling around for new customers.

That’s a really, really dumb thing to do.

Here’s why…

When you ignore your clients, they tend to ignore you.  And if your clients feel that you’ve forgotten about them, they WILL forget you.

BTW: Every business needs new clients – just not at the expense of overlooking your existing customers.

Did you know it costs 6 times more to get a new prospect to buy your stuff than it does a current client?

What does this tell you?

When a client relationship is ‘romanced’, it continues to be productive, long-lasting and (most importantly) very profitable. Yep… even in a recession.

Marketing relentlessly to them isn’t a business cost – it’s an investment.

Look at your return on investment ROI). NEVER look at just the ‘cost’.

For example, would you spend $1000 to make $10,000?

A 10-to-1 ROI? It’s a no-brainer.

That’s how you should look at relationship marketing – as a smart investment.

A customer newsletter – or a patient newsletter – has the marketing magic to easily accomplish this for you.

Try Exceptional Living for free – the first month is on me.

Your clients will ADORE you for it.

Taking action just feel right.

- David Gruttadaurio
“The Print Newsletter Expert”

PS: Wanna get touchy, feely with Exceptional Living? Click here and I’ll send you three free issues to check out.

I realize you’re serious as a heart attack about your business.

So you probably have a list of things to get done this year. Entrepreneurial NYR’s, as it were.

Here’s the bad news: 94 % of your fellow marketers won’t follow through.

It’s not their fault. They get busy with life again. They go back to their old habits. You know the drill.

The good news is I’m betting YOU have nailed the 6% Success Solution.

Tony Robbins’ put it this way, “If you do what you’ve always done, you’ll get what you’ve always gotten.”

This way Einstein’s take on the 6% Solution: “The definition of insanity is doing the same thing over and over again and expecting different results.”

The point?

Implementation, my friend. The only way to be part of that 6% is to pull yourself up by the bootstraps and make it happen.

The bottom line in business is the bottom line… PROFIT.

The best way to get there is with increased sales. The best way to do THAT is to develop your relationship with the top 20% of your clients.

Market the hell out them. Really. At Done For You Printing, we call it relentless marketing.

Throw in a killer monthly newsletter and you become a marketing god… with all of the riches and trappings that go with it.

Here’s to making it happen,

- David Gruttadaurio
“The Print Newsletter Expert”

Some guys make this look easy.

Everyone knows at least one person who can persuade anyone on just about anything.

You know what I mean… he’s guy (or gal) who can “sell iceboxes to Eskimos.”

Would having this ability would be good for your business?

Well, here’s the big secret…

“Enter the conversation already taking place in your customer’s mind.”

In other words: The easiest way to persuade someone is with whatever is ALREADY influencing them.

If you get in synch with them… they WILL listen to what you have to say.

Take the economy as an example. Here’s what a survey recently revealed about the American people:

– 87% are worried about the future of the country.

– 61% feel that they “did everything right and still lost”.

– And 65% “can’t believe this happened to us today in America.”

So, what’s the conversation going on in most people’s heads?

Disbelief, Fear and Anger

So begin collecting the words, phrases and ideas your market uses. Speak back to them with their own words.

Pay attention to what’s being discussed in the newspapers, on Twitter, Facebook, etc.

Think about how you can solve their problems…quickly… easily… and simply.

When your marketing strikes this kind of chord with your clients, they will be nodding their heads, slapping the table top, and saying, “Yes! That’s exactly how I feel!”

And when that happens, they will do anything you ask.

Because whatever you ask is going to be exactly aligned with what they already want.

Then, use your new-found magical persuasive power in ALL of your marketing… postcards, letters and of course, your monthly client newsletter.

But only use your powers for good… like increasing profits and winning clients for life.

Let’s get to work,

-David Gruttadaurio
“The Print Newsletter Expert”

Probably. It just rolls off your tongue. Your customers say it all of the time.

More often than not, it REALLY means: “I’m not ready to buy yet. But I will be later.”

So, when they are ready to buy… will YOU be the one they call?

Maybe…

You see, there’s this thing called ‘top of consciousness.’

Think of it as a mental sweet spot. It’s when you’re already in your customer’s mind when they decide to buy what you sell.

If you aren’t at top of consciousness, then you go back to square one. You must battle your competition all over again for your client’s attention.

If your client has to go to the Yellow Pages; look on the Internet; or ask someone for a reference, the company with the deepest pockets – the most advertising dollars – usually wins.

That’s why you need to contact your clients often and regularly.

Did you know…

95% of businesses spend nearly all of their time and money on chasing NEW clients.

But it’s 8 times easier to sell to an active customer.

But here’s the tricky part: Doing it (maintaining client contact) in a way that doesn’t come across like a blatant sales pitch.

Here is a real-world example: I just sold $273 of services to customer. I hadn’t heard from her in FOUR YEARS. During that time, it cost me $96.00 to send her a monthly client newsletter.

When the time was right… when she wasn’t ‘just looking’ anymore… I was the one she called after FOUR years.

I was in that sweet mental sweet spot.

This was the BEST part: She also referred me to two new clients and they each gave me 6 referrals.

Do you see how this works? Relentless client contact is crazy profitable!

Exceptional Living Newsletter makes constant client contact fast, easy, painless, and profitable. Our newsletter template is online and 97% Done For You.

Click here to tell me where to send your 3 sample issues of Exceptional Living, if you haven’t requested them yet.

Let’s get to work,

- David Gruttadaurio
“The Print Newsletter Expert”

Things have changed since the famous, “Let Your Fingers Do The Walking” ad from the 1960’s. I thought about their significance in today’s marketing world. I also thought how I haven’t opened one in years.

As I walked into my garage, I dropped the bag of books into the trash can.

As fate would have it, I got a call later that day from the Yellow Pages people.  There was real desperation in her voice as she tried to convince me to use their product.

The Center for Media Research recently confirmed what my gut has been telling me for the past three years.

It showed 57% use traditional Yellow Page directories while 47% use Internet Yellow Pages. The real difference is they claim a whopping 82% use search engines to locate products and services.

Here’s why the yellow pages are an endangered marketing species:

Have you ever Googled a product or service and been directed by the search engine to an online Yellow Pages listing for a company?

Me either.

Search engines reward positioning by which links are clicked most often.  So if people were using the digital Yellow Pages, those online Yellow Page ads would rank really high on Google and the other search engines.

But the ads don’t rank high on Google because most people never use them.

What do YOU think about Yellow Pages – any variety (there must be a dozen) – and their associated websites? Do you think money spent there is well spent or wasted?

My opinion: Money spent in the Yellow Pages (and their website versions) is basically wasted.

I’m fairly certain my position will generate a firestorm of emails from people who feel passionately that I’m wrong. But there are others who will know I’m right.

Tell me what you think – leave a comment.

Let’s get to work,

- David Gruttadaurio
“The Print Newsletter Expert”

One of my businesses is a service company.

I got a call last Friday from one of my clients. Her name is Betty.

She called to answer the trivia question in the December newsletter.

Customers will usually leave their answers in voicemail or email to me. I recognized her name on Caller ID, so I picked up.

After Betty gave me the correct answer, we talked for a few minutes. It was nice chatting with her… I enjoy my customers a lot.

Then she literally shocked me speechless.

Betty was telling me how much she loved reading Exceptional Living (that wasn’t the shock).

Then…

She referred to a little story I told in the monthly “My Corner’ column. It was about texting and how a clerk was texting the entire time we were checking out at the register.

Anyway, while we talked, Betty related this story back to me like she had just read it…

… but I wrote it FOUR MONTHS ago. It was in the August newsletter.

Either she still remembered the story or she had saved the newsletter and read it again recently.

I think it was the former. Betty simply remembered my story from way back in August.

BIG marketing lesson:  Include stories in your marketing ’cause stories get remembered and make you memorable.

Why is that? Psychologists tell us stories form the basis of how we think, organize, and remember information.

Telling a compelling story is an art. But don’t worry about being an expert. I’m not. I discovered telling ANY story is better than no story at all.

Give it try in your marketing – be a story teller – become memorable.

BTW: I almost forgot. Betty got her December Exceptional Living 2 ½ weeks ago… and saved it. Kinda interesting, huh? Do your customers save YOUR stuff?

Taking action just feels right,

- David Gruttadaurio
“The Print Newsletter Expert”

PS: Click here to tell me where to send your 3 sample issues of Exceptional Living… if you’re one of the few that haven’t requested them.

I think the same applies on the battlefield of business.

Indeed.  Invoking the Divine Being for help is a natural reaction to an economy under attack and struggling to right itself.

Ever see a movie called, ‘The End?’… (stay with me).

Burt Reynolds tries to drown himself by swimming out to sea.  But he discovers he really wants to live and starts back to shore..

Now the bargaining with God begins. While he’s swimming like crazy, he promises to give 80 percent of his annual wealth to the church if God gets him out alive.

But…

The closer he gets to shore (and sees he may live), the original percentage gets lower and lower until it’s a tiny fraction.

It’s supposed to be funny… but it’s really statement about human nature.

Entrepreneurs will do ANYTHING to get out of a financial mess. They’ll battle and brawl to stay afloat.

So…

You try things you would never have attempted. You market in ways that a few months ago would’ve been unimaginable.  You begin to pay attention to clients that have been ignored for years. You may even try that newsletter I’ve been nagging you about.

And you promise God and anyone else who’ll listen that, if this stuff works, you’ll NEVER stop doing it.

Here’s the BIG lesson:

The economy will turn around. It will get better – although it will NEVER be the same again. (More on that tomorrow).

6, 9 or 12 months from now, the temptation will be there to revert back to the bad ‘ol ways… to forget those promises you made.

Don’t do that.

I really want to help you succeed and thrive – not just ‘get by’ and survive.

Here is a resource I hope you will check out: www.dankennedy.com

I’m not an affiliate. I get no financial reward if you go there. But I know you will benefit.

Sign up for his ‘No BS Marketing Newsletter.’ You get three months free to try it out. I think it’s $49 a month. It’s worth every penny, guys.

Getting this every month will keep you excited, enthused and proactive about your marketing. It’s the ‘kick in the butt’ every entrepreneur needs.

Plus… it’ll make sure you don’t have to bargain with God… well, at least about your business.

Taking action just feels right,

- David Gruttadaurio
“The Print Newsletter Expert”