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    What’s In It For Me? Getting your Customer/Client to Always Like You

    Getting your Customer/Client to Always Like You

    Two weeks ago I had to fly to Salt Lake City and since I arrived at the Airport early, I
    decided to go to the Airlines Club in the Concourse.

    I sat down and opened my computer to write another article for you.  When all of a
    sudden, something caught my eye. 

    There were three men sitting across from me who were interviewing what I
    perceived, Job Applicants.

    I couldn’t help but listen in.  

    The first candidate that they interviewed was I’d say 30 years old or around that
    age. He looked sharp and had a quick answer for all of the questions they threw at
    him. 

    But try as he might, he failed to connect with the 3 Interviewers.

    Remember,  whenever you are trying to sell something you “must connect with your
    audience.”

    The next candidate was about 40 or so of age.  He looked like he belonged on a
    Beach in Malibu.

    Hi speech was comfortable and convincing and filled with confidence. But I noticed
    that he made a very huge mistake.

    He focused his attention on just one of the  three Interviewers and neglected the
    other two Interviewers.

    So, the next rule that you must remember is, “ Make every member of your audience
    feel important.”

    So finally, the third person was a woman about 30 something. 

    She answered all of the questions they asked did so confidently.  But I noticed that
    she never Smiled and the Interviewers noticed that she didn’t smile.

    To me this is important, as the next rule I’d like you to remember is “You must smile
    when Selling.”

    Why?  Because nothing warms up an audience like a warm and gently smile.

    When I was setting up appointments and selling I’d always have a mirror by my
    phone and I would purposely smile as I was talking to the individual about setting
    up an appointment. 

    But most of all, when I was on the appointment, I’d put on a gentle smile to show
    that I was listening to their story.

    Anyway, I don’t know which of the 3 candidates got the job, but what I got from
    listening in was the following.

    1.    Connect with your audience.
    2.    Make everyone in your audience feel important.
    3.    And smile.


    If you do all of these things I do know your audience will almost always like you
    and trust you.  And remember, an audience that likes you is lubricated to buy
    from you.

    Well that’s it for this Issue.  Next time I’ll write about another solution to
    problems you might be having and how to reverse them. If you need
    step by step instructions on how to implement this and other ideas I
    give on Creating Customers. Please go to www.buildyourbusinessfast.com  
    and sign up for my one on one Coaching program.  You can’t lose by
    investing just $20/month in the growth of your business.  You probably
    Tip more than your investment each month. Invest in the growth of
    your business.


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    11 December 2014, 02:23
     

    What’s In It For Me? 3 Things I’d do to Grow My Business

    3 Things I’d do to Grow My Business

     

    Last Friday I was interviewed on a Radio Show that said they had over 2 million listeners.

     

    Normally, when I’m asked to be interviewed, I’d email the Host a few of the questions that were asked on prior shows.  This normally resulted in a great interview and also made the Hosts job easier.

     

    But this Host threw me a curveball. 

     

    He said, “Ken, if you had to grow your business fast, tell my listeners what 3 things you’d do to make it happen.

     

    This wasn’t on my list of prior questions, but to me it was obvious what the answer was.

     

    1.   I’d send a message to my house list.

     

    2.   I would definitely start a Referral program.

     

    3.   I would also create a Sales Letter and sent it to a Specific Targeted List.

     

    And that’s it.

     

    That is all I would need to do to grow my business. 

     

    And trust me, that is all you need to do to grow your business.

     

    With your house list, you’ve built trust and goodwill, so you tap into this to stimulate more sales.

     

    Then you ask your customers to refer their friends, family, and virtually everyone they know.  But, the key is that after they refer those individuals, you reward them like crazy so that they will continue to refer others.

     

    Then you create a fun, emotionally charged  Sales Letter to your Targeted List of Cold Prospects.  You can be safe is assuming this will result in 1-3 new customers.

     

    This  3 Step Plan will definitely fill your sales funnel with new customers who will fall in love with doing business with you.

     

     

    Well that’s it for this Issue.  Next time I’ll write about another solution to problems you might be having and how to reverse them. If you need step by step instructions on how to implement this and other ideas I give on Creating Customers. Please go to www.buildyourbusinessfast.com   and sign up for my one on one Coaching program.  You can’t lose by investing just $20/month in the growth of your business.  You probably Tip more than your investment each month. Invest in the growth of your business.

     

     

     

     

     

     

     

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    26 November 2014, 16:22
     

    What’s In It For Me? The Best Way to Communicate with Prospective Customers/Clients on LinkedIn

     

     

    The Best Way to Communicate with Prospective Customers/Clients on LinkedIn

     

     

    If you are approaching LinkedIn with the idea of making a LinkedIn Connection and then making a sale, think again.

     

    Just because someone accepts your Connection request, doesn’t mean they are open to you making a proposal or presentation. Once your connection is made, you must have a way to “court” them before you can get to that stage. 

     

    You definitely want to make sure you are working on building the “Relationship” with the right person.  So,

     

    1.    Know who your target audience is.  The person you want to connect with doesn’t have to be the CEO.  When I talk with Insurance agents, and if check out the groups they belong to, it always astounds me that they are only in their professional groups and not their target market groups.  So, define who your target market is, and then join those groups to begin developing relationships.

    2.    Now you must have a valid reason for the person to connect with you.  Are you someone who can help them or are you a pesky salesperson? 

    3.    Again, join the groups that are the ones where your Target Market is in., and begin offering them sound advice.  Try to post a question once a week that will get your audience talking and allow you to share some of your insight on how they will benefit. 

    4.    When you have come across someone’s profile that meets your target audience, and you are part of the same group, you can send them a LinkedIn request to connect.  You should have a written game plan.  Ask yourself the following question?  What if they ACCEPT your LinkedIn request?  Then what?

     

    One idea is to share an informative newsletter, article, or blog post that focuses on solving a problem and then invite them to sign up for your bi-monthly or monthly newsletter. 

     

    Having your LinkedIn audience get regular helpful information that are filled with advice that they can benefit from, will definitely help them get to “know” who you are with any risk on their part. 

     

    Getting them to know you before picking up the phone will make your sales approach so much easier.

     

    Well that’s it for this Issue.  Next time I’ll write about another solution to problems you might be having and how to reverse them. If you need step by step instructions on how to implement this and other ideas I give on Creating Customers,  please go to www.buildyourbusinessfast.com   and sign up for my one on one Coaching program.  You can’t lose by investing just $20/month in the growth of your business.  You probably Tip more than your investment each month. Invest in the growth of your business.

     

     

     

     

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    13 November 2014, 01:37
     

    What’s In It For Me? The Secret to Customer Loyalty

    The Secret to Customer Loyalty

     

    My daughter gave me the book to read, “Hunger Games” and one of the thoughts that occurred while reading it, was that this is a great example of Customer Loyalty and how to get your customer to be passionate about referring everyone they know to you.

     

    It’s only a section of the book, but it jumped out at me like a hot potato. 

     

    Haymitch Abernathy, the helper is with Katniss Everdeen, and they are discussing why she is doing this. 

     

    She says what are you talking about?  Then Haymitch say’s “ Everyone is showing you off because you are the hope that things will get better. 

     

    You should really read the book to get the value of this scene. 

     

    This scene reveals the Secret of Customer Loyalty.

     

    You are probably saying, what the heck are you talking about Ken?

     

    Every contact you have with your customer/client should fill them with hope.

     

    The hope that you will continue helping them with their problems.

     

    The hope that you will make their tomorrows better that their today’s.

     

    And guess what?

     

    When your customer’s feels like you are the one that hits them square in the eyes with a regular dose of Hope, what do you think will happen?

     

    Their buying loyalty will follow.

     

    This is just another way of Leaving Your Competition in the Dust.

     

    I know this is a short article, but it’s worth its weight in Gold if you implement it.

     

     

     

    Well that’s it for this Issue.  Next time I’ll write about another solution to problems you might be having and how to reverse them. If you need step by step instructions on how to implement this and other ideas I give on Creating Customers. Please go to www.buildyourbusinessfast.com   and sign up for my one on one Coaching program.  You can’t lose by investing just $20/month in the growth of your business.  You probably Tip more than your investment each month. Invest in the growth of your business.

     

     

     

     

     

     

     

     

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    22 October 2014, 13:00
     

    What’s In It For Me? How to Create a Potent Signature File That Will Attract Qualified Prospects - Part 5

    How to Create a Potent Signature File That Will Attract Qualified Prospects - Part 5

     

    I sincerely hope that over the past few weeks, you implemented my suggestions and are not ready for the finally step. 

     

     

    The last step is to develop a Tempting and Irresistible Offer.

     

     

    I’ll never forget Vito Corleone in the “Godfather” when he said, “ I made them an offer they couldn’t refuse.”  This is what you should do in your sig file.

     

     

    Your offer should be meaningful, irresistible to them, and create a sense of urgency.

     

     

    Your offer can be for a Free Report, CD, Video, anything that solves a major frustration or problem they are having.  You could offer a free sample or trial of your product or service.  It could be a Free Analysis.  Or you can offer a free consultation in your area of expertise. 

     

     

    The key here is to structure your offer so that qualified prospects will take immediate action without giving away the store.

     

     

    It could be the following actions.  Email you, visit your web site, or even to call you.  I recommend that you limit your sig file to six lines or less and a maximum of 65 characters of width.  As a result you will be concise and to the point with no wasted words.  I know you can do it, so don’t think you can’t.

     

     

    When you make the offer, you should include the relevant contact option.  For example, if you want an email response, give them an email hot link like FreeReport@yoursite.com.  If you want them to visit a Web page, give them the exact link where they can either click on it, or copy and paste it in their browser.

     

     

    If you want them to phone you, give them a toll free number if you can. 

     

     

    Most of the time the person will email you or visit your site for more information, so you need a way to gather their information for follow-up on your part. 

     

     

    Email is normally the best option. 

     

     

    It’s possible and desirable to have several strong sig files.  You should have a different sig file for every product or service you offer and for every different target market you offer it to. 

     

     

    As you develop your sig files, be extremely hard on yourself.  Test your sig files first on friends or relatives.  Ask them what they think is the main benefit your sig file offers.  If they can’t tell you, then your sig file isn’t ready.  When you have a few sig files that you like, you can then easily test them in posts to discussion lists. 

     

     

    But remember; don’t make the mistake of promising something you can’t deliver. 

     

     

    When you have completed your sig file, send it to me to critique and I’ll use them as examples in the next Marketing Tip of the Week.

     

     

    Well that’s if for creating a powerful sig file.  Once you have a strong sig file or two, you will be way ahead of 99% of online marketers.

     

     

     

     

     

    Well that’s it for this Issue.  Next time I’ll write about another solution to problems you might be having and how to reverse them. If you need step by step instructions on how to implement this and other ideas I give on Creating Customers,  please go to www.buildyourbusinessfast.com   and sign up for my one on one Coaching program.  You can’t lose by investing just $20/month in the growth of your business.  You probably Tip more than your investment each month. Invest in the growth of your business.

     

     

     

     

     

     

     

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    09 October 2014, 00:23
     

    What’s In It For Me? How to Create a Potent Signature File That Will Attract Qualified Prospects Part 4

    How to Create a Potent Signature File That Will Attract Qualified Prospects  Part 4

     

     

    The next step in the process is to Create a Compelling Headline.

     

     

    The Headline will be the thing that will get your prospects to read your sig file.  Most sig files, like most advertisements, don’t have a headline.  This is one of the reasons most sig files don’t get read or results. 

     

     

    Remember, the headline is the Ad for the Ad.  Over the years I have found that if you use an interest-generating headline that tells readers “what’s in it for them” if they read your ad, you will get an increase in those salivating to read your sig file. 

     

     

    If you aren’t used to writing headlines, it can be daunting.  It is a skill that you can master with practice and a little research. 

     

     

    The next time you check out of a grocery store, check out the tabloid magazines.  Purchase one and use the headlines they have in it, to create your own headline. 

     

     

    Most great headlines address a problem, challenge, frustration or interest that is common to a specific group. 

     

     

    Here’s a secret a few only know of.  Your headline and sig file should be targeted to a specific market.  You shouldn’t think about what non-prospects think about your sig file. 

     

     

    An easy way to develop a strong headline is to begin with  “How to (solve a frustration), You can also try “Announcing…” or “Introducing…”

     

     

    Another technique is to ask a question, starting with,  “ Are You…” or “ Do you…” or  “Does Your….”

     

     

    The next step in the process is to Support Your Headline with a Benefit.

     

     

    Once you have created your Headline, you should describe the key benefit of what you do that supports your headline, For example, “ A new report reveals the truth about (problem) or  “Learn 7 ways to Reduce Your (Problem). And get (benefit.)” or “New Insurance policy guarantees you will (solve problem) and (realize benefit.)”

     

     

    If these look like the headlines you see in the check out magazines, you are correct in assuming that.  My whole rational is” Why should you reinvent the Wheel.” 

     

     

    These headlines and statements sell millions of magazines and they can work for you also.  But only if you use them.  

     

     

    It is very important for you to state a specific benefit your prospects will get if they take your desired action.  The benefit must relate to the need of your target market. 

     

     

    I’ve seen many Business Owners make the mistake of assuming they know what their prospects and customers want.  I don’t want you to make that same mistake and suffer for that mistake.

     

     

    The best way to find out what your prospects and customers need is to simple ask them.  Or you can test different benefits to discover which is most appealing to your target audience.  Then, and only then, will you be sure that you are giving your customers what they want.

     

     

    Well that’s if for this session.  Please work on what I’ve given you here so that in two weeks, when I put the last step into action, you will be ready.

     

     

    If you need step by step instructions on how to implement this and other ideas I give on Creating Customers,  please go to www.buildyourbusinessfast.com   and sign up for my one on one Coaching program.  You can’t lose by investing just $20/month in the growth of your business.  You probably Tip more than your investment each month. Invest in the growth of your business.

     

     

     

     

     

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    25 September 2014, 21:18
     

    What’s In It For Me? How to Create a Potent Signature File That Will Attract Qualified Prospects - Part 3

    How to Create a Potent Signature File That Will Attract Qualified Prospects - Part 3

     

    I hope you have spent the last 2 weeks implementing the last Steps I gave you on developing your sig file.  Now I’d like to share with you the next few steps over the next few weeks.

     

     

    Step 3 is to Identify the Key Frustrations of Your Primary Target Market.  List the many problems, needs and frustrations that your primary target market have that your product or service will solve. 

     

     

    There are many personal frustrations but some are health, relationships or money.  Most business frustrations are getting and keeping customers, hiring, reducing expenses, saving on Taxes, and making shareholders and owners happy. 

     

     

    Each of your prospects can have multiple frustrations.  The real secret is to identify 1-2 key problems that they have that your product or service will solve.  Ask yourself what challenges does your target market have that you can remedy?  Be very specific.  They will turn out to be your “customer Frustration Statements.”

     

     

    Step 4 is to Describe how what you do solves those Frustrations.

     

     

    People will do business with you if you add pleasure to or eliminate pain from their lives or if you make something better, easier, faster, cheaper or more enjoyable for them. 

     

     

    Think about why what you do is important to your prospects and customers.  In other words, “Why should they care about what you have to offer?”  You must describe in detail, the desirable results a customers gets form your product or service.

     

     

    Your statement of the relevant benefits of what you do will be your Unique Selling Proposition.  Individuals have a difficult time creating a good USP because they think about features of what they do, instead of the benefits or results a customer gets from doing business with you. 

     

     

    A secret method of doing this is to use the “Which means…” technique.  For example.  Retirement Income.  The way to identify the corresponding benefits of this feature is to complete the sentence.  The Tax Free benefits means that you will keep up to 300% of your income away from the government.  Or with Auto Insurance, “Our Free Analysis means you won’t ever have to worry about submitting a claim and finding out you aren’t covered.

     

     

    The trick in writing an effective sig file is to identify the single benefit that is most important to your target market.  You have limited space, so create the best benefits related sig file you can.

     

     

    Ok that’s if to this weeks tip, I will be give you the next two steps two weeks from now, so in the meantime work on these two that I have given you here.  It will all come together over the next few weeks.

     

     

    If you need step by step instructions on how to implement this and other ideas I give on Creating Customers,  please go to www.buildyourbusinessfast.com   and sign up for my one on one Coaching program.  You can’t lose by investing just $20/month in the growth of your business.  You probably Tip more than your investment each month. Invest in the growth of your business.

     

     

     

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    11 September 2014, 01:13
     

    What’s In It For Me? How to Create a Potent Signature File That Will Attract Qualified Prospects. Part 2

    How to Create a Potent Signature File That Will Attract Qualified Prospects. Part 2

     

     

     

    There are a few steps that I’m going to share with you and they are marketing principles that are universal and should apply to all of your marketing communications, including your sig file. 

     

     

     

    1.    Look at your sig file and if it is made up of name, information about your company and how great you are or some kind of cute slogan, abandon it and start over.  If you want your sig file to generate responses you must be different.  Take a look at what you do and how you do it.  Think of all the ways your product or services benefit your customers.

     

     

     

    2.    Now you must identify who your target audience is.  Don’t think that the whole world is your target audience.  You cannot appeal to everyone, as you will end up selling to no one. 

     

     

     

    Determine specifically who buys your product or service now, or who has a need for what you provide.  Outline in a written format, the definite characteristics of your most likely customer or client.  Always, try to identify a specific individual who has a personal or business need for what you have.  This is important, as your sig file will be read by specific individuals and not a large group.

     

     

     

    Directing your marketing toward a specific person, or personalization, is how you will target your sig file to exactly the right audience.

     

     

     

    Analyze your present customers.  Or, ask yourself who buys similar or related products or services.  There are some demographics you should consider and know about your customers.  Knowing your customers is an important part of developing your sig file.  The more information you can gather about your customers and prospects, the better you can serve their needs. 

     

     

     

    Well, that’s it for this week, so take the above info and work on it over the next 2 weeks, and I’ll then give you more steps to take to create the most powerful sig file you can ever create.

     

     

     

     

     

    If you need step by step instructions on how to implement this and other ideas I give on Creating Customers,  please go to www.buildyourbusinessfast.com   and sign up for my one on one Coaching program.  You can’t lose by investing just $20/month in the growth of your business.  You probably Tip more than your investment each month. Invest in the growth of your business.

     

     

     

     

     

     

     

     

     

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    28 August 2014, 00:42
     

    What’s In It For Me? How to Create a Potent Signature File That Will Attract Qualified Prospects. Part 1

    How to Create a Potent Signature File That Will Attract Qualified Prospects. Part 1

     

    Over the next few posts I’m going to show you how to Create a Signature file. You might be asking, “Ken, what is a Sig File?”

     

    A “sig file” or “Signature File” is a brief tag at the end of your email that provides contact and other information about you to the recipient.  A good “sig File” can attract qualified prospects to your website or motivate them to email or call you for more information. 

     

    I’m going to give you a few reasons why you need a powerful, commercial Signature File.

     

    1.     Since it is normally not allowed to post commercial message in most online discussion lists, your sig file can be very useful in this situation.  A sig file is your online business card.  Yet most sig files are not very effective.  How many sig files that you have seen that prompted you to make contact with the writer?  Very few I’d imagine.

     

    One result of a meaningful discussion post is that people may want to know more about you and a powerful sig file can provide a compelling reason for a prospect to email you, call or visit your web site.

     

    2.     It has been proven that a PS at the end of a sales letter will increase a response from the recipient.  A good PS can reinforce the main benefit of a sales letter or create a sense of urgency.  You can do the exact same things with your powerful sig file. 

     

    3.     You should use a compelling, benefit-related, offer-oriented sig file when emailing anyone.  You never know when one of these people will have a need for what you offer or will know someone else who does. 

     

    Well that’s it for this Issue.  Next time I’ll write about another solution to problems you might be having and how to reverse them. If you need step by step instructions on how to implement this and other ideas I give on Creating Customers,  please go to www.buildyourbusinessfast.com   and sign up for my one on one Coaching program.  You can’t lose by investing just $20/month in the growth of your business.  You probably Tip more than your investment each month. Invest in the growth of your business.

     

    Over the next few weeks, I’m gong to show you how to Generate a powerful Sig file. 

     

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    15 August 2014, 00:29
     

    What’s In It For Me? How A ‘Closed-Door’ Sale Can Generate A Bundle For Your Business- Over and Over Again!

    How A ‘Closed-Door’ Sale Can Generate A Bundle For Your Business- Over and Over Again!

     

    Hi, and welcome again to this weeks Marketing Tip.

     

    Before I begin, I want to say, “Thanks” for the many messages I’ve received from my readers who have implemented these tips and the successes they have had.

     

     

    In my coaching program, I’ve received many email messages and faxes, where my subscribers asked me to address and write about some of the problems they were having. Each month I have given them the step by step methods to solve those problems but also at the same time to build their business by Creating More and More Customers. 

     

    You should take advantage of the program. It’s only $20 per month and You get so many ideas on Creating Customers.  Go to www.buildyourbusinessfast.com

     

     

    This week I’m going to go over a concept I call, “Invitation Only Events.”

     

    Have a “Private Letter Sale.”

     

    Any retailing business, on or off the Internet, can write a letter to their customers inviting them to a special event sale.

     

    It’s not just a sale. It’s by invitation only. The key here is that you must make it an honest sale with true bargains. If you don’t it won’t succeed.

     

    In your letter to your customers about the event, you must explain why you’re having the sale.

     

    Perhaps business is slow and you need to generate some quick cash to pay your ongoing bills, or if you’re business is seasonal, tell them.  Truthfully.

     

    Explain that you do make a profit during your busy season, but you slow down in the off-season. And that you’re rent, payroll, utilities and other bills are due each month whether you do much business or you don’t.

     

    You could say something like, “ I could lay off my employees during this slow season but they are the best and loyal employees and they have families to support, so you’d rather offer your regular customers these special deals so you can generate the cash you need now.

     

    Whatever the reason is, tell them in that letter.

     

    Always make sure you tell them “The Reason Why” this offer is so incredible.

     

    Compare it to what the competition is offering and show the savings to your customers.

     

    Show them what they’d have to normally pay for the same products, compared to this special sale.

     

    Always give them the reason why you can make this offer.  Tell the truth. It’s the right thing to do.

     

     

    Here’s a sample letter you can use.

     

    Dear Preferred Customer:

     

    I need your help.

     

    Our manufacturers shipped thousands of dollars of merchandise to us too late for this season.

     

    This has caused an overstock for us and I need to liquidate the inventory and I need to do it NOW!

     

    Unfortunately I can’t advertise these products at Liquidation Prices because other businesses will complain.

     

    I did get permission to hold a CLOSED-DOOR, PRIVATE EVENT.

     

    My supplier said I could hold this event only under three conditions:

     

    1.   The event will not be advertised other then by this letter.

     

    2.   The event must be supervised by the manufacturers’ rep.

     

    3.   The event can only be held one day, this Saturday, Oct. 13th.

     

     

    We will be liquidating all of the styles in our store.

     

    Please note: This is a one-time event.  It will not be repeated under any circumstances.

     

    So come to this event and see the best styles of today at the lowest prices ever.

     

    The letter also should have the time, date, and location for the sale.

     

    Do you see how this letter gave the reasons why the sale is being held, and also how it had many benefits for the customer?  I probably could have listed dozens of more benefits.

     

    I doubt that many of your customers would miss such an event.

     

    I’m sure if you sat down; you could create these types of events for your business.

     

    Well that’s it for this week.  Next week I’ll write about another solution to problems you might be having and how to reverse them. If you need step by step instructions on how to implement this and other ideas I give on Creating Customers,  please go to www.buildyourbusinessfast.com  and sign up for my one on one Coaching program.  You can’t lose by investing just $20.00 per month in the growth of your business.  You probably Tip more than your investment each month. Invest in the growth of your business.

     

     

     

     

     

     

     

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    23 July 2014, 19:50
     

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