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    What’s In It For Me? A Secret Very Few Business Owners Use

    A Secret Very Few Business Owners Use

     

     

    When I was building my companies, I often would ask myself the question, “Why would someone want to do business with me?”

     

     

     

    I surprised myself with the many answers I came up with.  But the one that always resulted in Customers was the “Attraction I set up for them to become my Customer.”

     

     

     

    It doesn’t require a Magic Pill to make that happen. You were drawn to me because of the valuable information I share with you each month and helping you to grow your business and creating more and more customers by implementing the strategies and ideas I give you. 

     

     

     

    What is the Secret?   It’s Attraction Marketing.

     

     

     

    Attraction Marketing is just another way to attract prospects to you, your product and your services. 

     

     

     

    It’s all about injecting yourself into all that you are doing, so that the individuals feel as if you are a real person and not another faceless name online or offline.

     

     

     

    The most important part of Attraction Marketing is that you are really selling yourself. Not the product and not the service.  It’s all about you as a person.  It’s about how you talk, think and look. 

     

     

     

    When you offer yourself and your knowledge through a success Marketing Campaign, and I must stress, in an effort to genuinely help others, your process will result in a steady flow of prospect, leads and sales.

     

     

     

    But you can’t fake it.   What you are really saying is, “ Here I am.  Let’s talk.”

     

     

     

    Envision it this way.  Say that you are purchasing something at your local Mall and the sales person is really pushing hard to make the sale.

     

     

     

    I’m sure you will agree with me that this type of behavior really repels Customers.

     

     

     

    By the way, the same is true for salespeople who just stand around looking bored. 

     

     

     

    When was the last time you actually bought something because of the sales person? Did they start out with a conversation or ask if they could help you?

     

     

     

    Did they sound polite when you said you were just looking?

     

     

     

    Do you see the difference?

     

     

     

    Even if you weren’t persuaded to purchase something at that moment, you felt as if you had a good experience. 

     

     

     

    We are attracted to people who fulfill our basic needs of acknowledgement, respected and treated well. 

     

     

     

    Now apply that in your enterprise.  That is what Attraction Marketing is. 

     

     

     

    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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    21 January 2015, 21:47
     

    What’s In It For Me? Would You Like More Referrals

    Would You Like More Referrals

     

    I just have to share this experience with all of you. 

     

    My wife Barbara decided that we needed our Great Room repainted.  She said the white paint wasn’t looking so good. 

     

    So I decided to contact a few painters.  I literally went into the Yellow Pages and called over 30 Painters who had advertised in the Yellow Pages. 

     

    But I also decided to ask my Neighbors who they might recommend.   Out of the 30 Painters from the yellow pages, only 5 kept the appointment they made with me.

     

    My neighbors recommended 4.  They all showed up for their appointment.

     

    I’m going to share with you Why I chose Ed because he had a unique story.

     

    Ed said, “ In all of the jobs I’ve done, I have found that if I do a great job, you will be happy.  And if I do a great job, we’ve built a relationship and not only will you ask me back when you need additional painting, but your more likely to refer me as Mrs. Jones did.  Mrs Jones was a neighbor.

     

    He asked us many questions. Educated us on the different types of paints. But the important thing is Ed focused on US, Barbara and I, not US the money people.

     

    If you’ve ever experienced Painters, Plumbers, Electricians, and most professionals, you will agree with me that they are in the Transaction business.  They show up. They estimate the job and they do the work. 

     

    Then they leave and that’s that.

     

    But it’s much better to do it Ed’s way and follow in his footsteps and put yourself into the relationship business. 

     

    I know.  Everyone talks about doing this.

     

    But talk is cheap.  Doing it is the answer.

     

    Here’s a suggestion.  Get started by sending out a paper and ink newsletter to your house list.  Soak it with personality, just as Ed did, and most importantly, Ask for Referrals.

     

    It’s really that simple.

     

    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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    07 January 2015, 11:37
     

    What’s In It For Me? Are you Better Than the Competition?

    Are you Better Than the Competition?

     

    On my last coaching program, I asked the audience how they knew that they were better than their audience.

     

    Many responded positively.

     

    Then one member asked me,  “Ken if you were opening up a Hamburger place, and you had to make it successful, what would you do, since on each corner, within 10 blocks there was another Hamburger Joint.  I won’t name them here, but you know the names.

     

    What would I do?  Hm  Hm

     

    Some would say create a tastier hamburger.  Others might say Location, Location, Location. 

     

    Others might say to offer a cheaper burger like McDonalds.

     

    I’d say it was wishful thinking if you think that would make you successful.

     

    There is a better way and guaranteed it’s success from the opening day and into the future.

     

    There’s a burger place in Aruba that really differentiates itself from the rest of the Hamburger place on the Island.  Anyone can duplicate his or her success. 

     

    It doesn’t have anything to do with Hamburgers.  It has to do with their fries.  Trust me, they do have a great hamburger but it’s the Fries that drives a lot of people to their place

     

    It’s crowded from the minute they open until they close.

     

    What is their secret?  They spray their Fries with s special oil that is so tasty, you want more and more.

     

    Trust me. You’ve never eaten fries until you’ve devoured these crispy critters that have been tossed with this special flavored oil. 

     

    I’m telling you this story because most business owners I talk to, try to tell me all the time that they will be successful because they are better than the competition.

     

    Be different and separate yourself from the competition.

     

     

     

    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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    24 December 2014, 22:36
     

    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
     

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