If you run a small business and you’re not making the profits you know are out there waiting for you but always feel like they’re just beyond your reach, then your day has just got a lot better.
But before I get into that, you need to understand something: there is nothing to buy here.
This isn’t to say I’m not in business and don’t expect to sell my knowledge and expertise for a fair price, because I do. But that’s not what I’m doing here.
Because right here on this page I’m sharing with you just one of the 52 ideas I have to for you, to help you grow your business.
The other 51 are also free of charge, should you want them, but it’s probably best you sample this one before you decide you want the others.
Can’t say fairer than that, can I?
Right, so let’s begin by my asking you a question…
Why do your customers and clients not buy more from you?
When I ask business owners this question, the most common answers I get are:
- “They can’t afford to — we’re in a Recession you know.”
- “They don’t want to. Because if they did, they would.”
- “I don’t know.”
The first of these are just incorrect. And the last… well, it’s just pathetic. But in a sense it’s good, too, because it means for the business owner who comes out with that answer, the only way is up.
In other words, it’s the absolute ground-state of any business. Look, every successful business is successful because of the marketing systems they have in place to drive sales. There are no exceptions to this.
Sure, you might occasionally find a business enjoying short-lived success because of some fad or fashion, but once the moment is passed, if there’s no marketing system in place to keep sales going, then the business is doomed.
So if a business owner answers “I don’t know” then it means anything they do is going to better than what they’re doing now, because what they’re doing now is nothing at best and randomly dabbling with it at worst.
OK, so what about the first two?
“They can’t afford it” and “They don’t want to”?
Well, believe it or not lack of money almost never stops anyone from buying anything they want. Oh yeah, they’ll tell you they have no money to pay for the “essentials” and the debts they’ve incurred, but you can bet they always manage to find the money for beer, cigarettes, junk food, BIG TVs and piles and piles of shoddy but expensive shit for the kids at Christmas.
I remember reading an interview with a family who claimed to be “hard up”, and they brazenly told the interviewer they “had” to spend £2,000 at Christmas on the kids. Go figure. They’re not short of money — they’re short of smarts.
Anyway, my point is this: no one is really interested in spending money on what they need. But they’ll spend any amount of money on what they want if you ask them to. There’s an important lesson in that sentence. I’ll come back to it in a moment.
So the second point, “They don’t want to”.
I think you’d be surprised to discover how willing they really are to spend money with you… if you give them a reason to. A client of mine runs a gym and had an email list of a few hundred people, and his occasional emails to this list made him maybe €200 or €300 every month.
Until I… well, let him tell you in his own words:
When I first joined Jon’s list I nearly unsubscribed, I got pissed off. But then I realised I got pissed off cuz I wasn’t doing what he was telling me.
So I stayed on his list an started to like his style of marketing. I signed up to Email Supremacy and in 6 days of sending regular emails (10 to be exact) I made €3,000. Now this was to a list I was normally making at most 2-300 quid a month from. Not only that but the life time value of these clients was worth far more than just 3 grand.
~ John O’Connor
That’s a 1,000% or more increase in sales to his list simply because he bothered to reach out to them by email, using some simple methods I shared with him on the programme he mentions.
OK, let’s be clear about something: I’m not saying these results are typical and I’m definitely not guaranteeing them. Chances are most people would make bugger all, if for no other reason than they won’t take action, even if they know it makes sense (and read my disclaimer here if you’re starting to fret and worry).
Now, my point in sharing this with you is not to brag, but to demonstrate a point I’m about to make:
The reason your customers and clients don’t buy more from you is you’re not asking them to
What it really boils down to is lack of follow-up. You know — you get an enquiry or even make a sale, and then you never reach out to that person again, and instead “hope” they’ll remember you and come back.
Good luck with that, because you’re going to need it.
Well, here are a few statistics for you:
- 48% of sales people never follow up with a prospect
- 25% of sales people make a second contact and stop
- 12% of sales people only make three contacts and stop
- It’s a staggering discovery, but only 10 % of businesses make more than three contacts with a prospective customer or client.
OK, so what does this mean, then? Well, it means they’re losing a small fortune. Because…
- 2% of sales are made on the first contact
- 3% of sales are made on the second contact
- 5% of sales are made on the third contact
- 10% of sales are made on the fourth contact
- 80% of sales are made on the fifth to twelfth contact
So if you’re like almost half of all businesses and make no more than one follow-up to your prospects… you’re leaving 98% of your income on the table for someone else to come along and pick up.
If that wasn’t bad enough, here’s why it’s even worse than you think. Look at these eye-opening statistics about why people stop buying from businesses:
- 1% die.
- 3% move away.
- 5% follow a friend’s or relative’s recommendation.
- 9% find an alternative they perceive to be better quality or value.
- 14% are dissatisfied with the products or services.
- And a massive 68% of people leave a business because of… your indifference to them.
So that’s the problem.
But what’s the solution?
And you keep doing it until they buy, die, or tell you to stop.
Now, I just want to be clear here: I am not advocating bullying, browbeating, harrying, harassing and haranguing them into the sale. That’s “hard sell” you won’t make yourself many friends with it.
Sure, you’ll make a few sales to people, but you’ll not sell to them more than once because they’ll be sick and tired of you. And the real profits in your business are always in the long term relationship you have with your customers and clients, just as it is in mine.
No, I’m talking about a gentle, softly-softly approach where you treat them to a constant stream of informative, interesting, engaging, entertaining, and useful messages by any number of different methods. The easiest and quickest by far is email, but that doesn’t rule out postcards and other direct mail, fax, and even the telephone.
But as I say, email is the easiest so let’s take that one as an example. Just bear in mind when I say “email???, this could also be write, telephone or however it is you reach out to your market. It’s follow up really.
And another big mistake you’re probably making…
Is trying to sell right off the page, particularly on the internet or with a sales letter. There’s a good chance that’s your business model, because that’s how it is for most businesses.
The problem is… a typical page or sales letter will convert at only 1% or so. I’m really talking about online here, but figures for offline marketing to cold lists aren’t much better most of the time.
A really good page converts at 3%. And a fantastic one may convert at 5%. Good luck with that, dude. You have your work cut out, and that’s a fact.
But… if you can get their email address and their name, then without too much effort you can achieve conversion rates up to 11.34%, and probably more.
And yes, I speak from experience when I say this.
We recently did a product launch of an ebook and my stunning 223-word sales letter converted at over 37%.
Well, in this specific case, it’s because of a 12-part guide plus a daily email which my wife uses to grow and nurture her relationship with her customers and prospects.
Of course, you need to get your visitors’ email addresses and names or contact details in the first place, but I cover that in one of the other 51 ideas (I’ll tell you how to get them in a moment).
Is email follow up really effective?
Yes, of course it is.
One client of mine, Angela Mattson, who reads my daily emails, started emailing every day only after I bugged her enough, and in the first 15 days of December 2010 got new six clients. and you’ve seen the results John O’Connell got above.
I have loads more examples, but I don’t want to drown you in numbers.
So if regular emails bring in more business… why don’t more people send them?
Here’s one reason: most people fear prospects and customers will unsubscribe from their list… and they’ll lose business because of it.
And the former is perhaps true; but the latter isn’t – because the people who unsubscribe were never going to buy from you anyway.
You might also think you’re going to be called a “spammer”. No. Quite the opposite, actually. If you appear in their inbox frequently and often, then you are less likely to be labelled like that because they are used to seeing stuff from you (and they’ve also requested the material!).
A third reason is they send the wrong kind of emails. As I alluded to at the top, you’ve got to ask them to buy things. There are ways of doing this… and them there are ways of doing this. I prefer the gentle approach and I find it works much better than the typical “Buy My Stuff NOW” nonsense screamed out by all those sad and desperate Internet marketing ‘gurus’ with the Brylcreemed hair and the glassy eyes.
So yes, email marketing works, and it works fabulously.
In fact, if you’re not actually working your list, you might as well not have it in the first place.
Not mailing them in case they unsubscribe is like holding your breath to conserve oxygen.
Now… I have a lot more to say about marketing for small businesses in general and email marketing in particular in the remaining 51 ideas I offered you above.
To get them delivered to your email inbox, one every working day over the next few weeks, just click here and help yourself to my acclaimed 52 ideas to Grow Your Business FASTemail series.
For Your Peace of Mind
First, I will never exchange, rent, sell, share your details – ever. Not to anyone at any time.
Secondly… I wager if you take just three of these ideas, say the ones you think make most sense and actually put them to work for you… you’ll be delighted by what you see.
They’ve all produced substantially better results for small businesses just like yours, selling both to businesses and consumers, in the last two years.
Nothing in the world is a powerful as a tested and proven idea.
And I’m promising you another 51 of them, one for every week of the year if you include the one I’ve just shared with you – and they won’t cost you a penny.
You’ll receive them fresh and hot from the pan every weekday for the next few weeks.
And thirdly… what can you possibly lose? So all you have to do to get these 52 Ideas working for you in your business is just click here, and I’ll send them to you.
“The Evil Bald Genius”