Magic Marketing Money!

Original artwork by my son, Christian. Happy Friday!   Have you ever heard the story of The Magic Penny?   There are several versions but mine is one where a little poor boy finds a penny.  The penny tells him (yes, money talks - are you listening?) that if the boy works and believes, he (the penny) would double everyday.   "What about candy?" asks the poor boy.   "Sure, I will buy you a couple of sticks of peppermint, but then what will you have?" replied the penny.   "You are right, I will give it a try," said the poor boy enthusiastically.  That day he found a store owner and swept off his sidewalk to do a good deed.   "Thank you young man...here is a penny for your effort."   The penny winked at the young boy who was now holding 2 pennies and said, "Continue to work...and believe...and I will continue to double".   The story follows the poor boy each day as he works and believes.  Each day his previous days amount doubles...at the end of 30 days he has over   $5,368,709.12   Get out your calculator...it works!   "Compound interest is the most powerful force in the universe." - Albert Einstein   How does this relate to marketing?     If you work and believe, the pennies you put into a modest marketing campaign could grow to thousands, millions...even billions of dollars.  Ask the once poor boys (and girls) like Jeff Bezos - Amazon or Sara Blakely - Spanx.    They worked and they believed and they put all they had into marketing something they believed in.  Do you have to take it that extreme?   No, but you do have to do something.  Another Albert Einstein quote (you probably didn't know this was him!);   "Insanity: doing the same thing over and over again and expecting different results".      Remember our commitment from the end of yesterday's crumb?   1.  That you will spend on marketing. 2.  How much you will spend on marketing. 3.  That you will stay committed to marketing.   Take the next $100 you earn (or find!) and work and believe and put it to work marketing.  If you close one sale from that activity that generates $500, then you have made a 400% return!   Take that $500 dollars and generate 5 sales...now you have a $2,000 profit...another 400% return!   Finally, take that $2,500 dollars and do a broader marketing campaign.  Done correctly and consistently, with a lot of work and belief, that would generate another 400% return of $10,000 profit!   Yes, I could take you through the math but that would take the "magic" out of   Magical Marketing Money!   Until Monday, I wish you Money, Power, Success!

This Little Piggy Went To Market!

See if you can finish the rest of these famous marketing statements;  1. When E.F Hutton speaks...   2. M & M's melt in your mouth...   3. I am stuck on Band Aid brand...   4. Oh, I wish I were an...   Answers: 1. People listen. 2. Not in your hand. 3. Cause Band Aid's stuck on me. 4. Oscar Mayer weiner.            What do they all have in common?   Money.   Companies spent millions of dollars to make these messages memorable.  In fact, the brands highlighted don't even use these campaigns anymore but anyone over the age of 35 remember them.  E.F Hutton is even trying to resurrect its "dead" business, but people still remember the ad.   That's the power of marketing...   And marketing takes money.   What are you doing with your little piggy (bank that is)?    Is it going to market...or is it staying home?   Ok, a cheap play on words, but if you are not spending some of your revenue (income) on marketing, then you might be the little piggy with no roast beef!  Several Daily Crumbs from the archives have talked about the Returns On Investment (ROIs) of various marketing vehicles.  Of course, if you spend nothing, then the ROI is...yea...zero.   I wont go fancy on you this time, I will just ask a simple question...   How much did you spend on marketing last month?   I can hear some of you thinking that you can't afford to market.  I am reminded of a quote from Jim Rohn,   "I remember saying to my mentor, "If I had more money, I would have a better plan." He quickly responded, "I would suggest that if you had a better plan, you would have more money." You see, it's not the amount that counts; it's the plan that counts."   For small businesses, they wait for more revenue before they will spend on marketing and lead generation.  Marketing is not a chicken or the egg scenario...it is the kernel of corn.  To get the harvest of a corn stalk with multiple ears on it, you have to plant that little kernel.   Not eat it...not hold on to it...but plant it where it can grow!   Money spent on marketing is a seed.   Another quote from Jim Rohn,   "To become financially independent you must turn part of your income into capital; turn capital into enterprise; turn enterprise into profit; turn profit into investment; and turn investment into financial independence."    I know, for some of you, bills are tight and you may be barely making ends meet...or the ends are still far apart at the end of the month.  I get it.   What do you do?   First...go back and review the week on canvassing and work your butt off.  Next, take some of the money and market.  Start small, execute fearlessly and flawlessly, and keep doing it.  I know people they spend 25% of their revenue on continuous marketing.   They are the high income earners who would attribute their success to the money they invest in marketing and lead generation.   They aren't lucky or fortunate.  They made a decision to invest in their business above all else...yes, even their bills (for a season).  We could get into complex discussions on how to market, but for today, I want to you decide 3 simple things;   1.  That you will spend on marketing. 2.  How much you will spend on marketing. 3.  That you will stay committed to marketing.   One last quote from the great Jim Rohn,   "Shortly after I met my mentor he asked me," Mr. Rohn, how much money have you saved and invested over the last six years?" And I said, "None." He then asked, 'Who sold you on that plan?"    It's time you made a marketing plan.  It's time you become committed to investing in and seeding your business.  Go get the hammer and break open your bank because it's time...   This Little Piggy Went To Market!   Until tomorrow, I wish you Money, Power, Success!

Silence Is Golden!

I conducted a test last week.    I want you to take the same test.  Don't worry, it isnt pass fail.  In fact, you don't even get a grade, but it could help you improve your business.   For a week, I want you to take a look at all the "silent marketing" that you get for a week.   What do I mean by "silent marketing"?    Any form of advertising that reached you without a word...no one to actually sell you anything.  It arrives almost like a sneak attack...hoping they have reached you with the right message...at the right time.   Obviously, it works...because they keep doing it!  Ahhh...the law of large numbers makes the world go round  Every second a seller...and every 3 seconds a buyer!   I spent a week gathering these silent marketing examples.  See what you come up with in your test this week;   Auto detailer business card on my mailbox - It was a full color card on both sides with a picture of a sports car and SUV fully detailed.  It was clean and simple with a name and number inviting you to text him for service.  He also included a web link to see his pricing and schedule an appointment online...very innovative for this type of service.  Grade A -   Door Hanger for New Pizza Joint - This was a standard pizza hanger with prices and pictures.  What was interesting is that he had testimonials from people in my neighborhood comparing the big chains to his "real hand tossed" pizza dough.  Ok, I didn't actually know these neighbors, but it helped differentiate him from the dozen choices I have within 5 miles of my home.  Grade B   3 x 5 notecard rolled up with rubber band for cleaning service on porch - This was definitely low budget but I was committed to giving all silent marketing a chance.  The person actually admitted they had just started their own business and would work hard to earn and keep business.  We had actually been looking for someone to do some work and we had been let down before.  Her sincere appeal was compelling.  The medium - Grade D  The Message - Grade B+   Sandwich bag with pricing sheet for lawn care -  Low budget on steroids!  I realized he was protecting his pamphlet (printed on color paper in black ink...toner low!) from the rain that was coming with the baggie.  It also had a rock to keep it from blowing away...nice touch (sarcasm!).  I didn't even review the prices.  Grade D -   346 direct email blasts that went to junk mail - Most of these were the standard faire...work from home and make millions, Viagra, , and an assortment of the lamest "hooks" I have ever seen.  I opened each one of them and found nothing worth mentioning.  That is why they call it junk mail.  Grade F   123 direct mail blasts that made it to my inbox - A proper email campaign will find its way into your inbox because the list is properly secured and the email sent professionally.  Even when done well, the majority are deleted without review.  This week, I noticed several really good offers from American Express, Publix, CVS and Starbucks.  I opted into 7 different programs that actually have value!  I also received several blasts from insurance companies that I am contracted with and many I am not.  Good information, ideas and opportunities in each one of them.  I couldn't engage them all, but put some in my "follow-up" folder in Outlook.  Grade A +   45 direct mail pieces - Most were appeals from local businesses - Car deals, home refinancing,  and all types of service postcards.  Most were professionally done and upon review, made the companies seem viable to work with .  There were several insurance postcards from Alex Trebek, Gerber and others, and numerous credit card offers.  There were actually two I saved for later in the year (its a surprise for Natalie...sshhh!)...I believe in direct mail.  Grade A   10 Catalogs - TGW (The Golf Warehouse - how did they know?), Victoria Secret (how did they know?), Frontgate (who can afford it?) and other full color, glossy, sales filled catalogs.  Must have cost a fortune and we are not catalog shoppers - don't know what list they bought my name from but they should get their money back.  I spent the most time with TGW catalog but then compared prices on Amazon....nice try!  Grade C   8 receipts with survey offers - Ever look at the back of your receipts?  Many of them offer free stuff to conduct an online survey about your shopping or dining experience.  I did one for Chick Fila, McDonalds and Best Buy.  I didn't win the $5,000 shopping spree, but I did get a free Chick Fila sandwich and a free 1/4 Pounder w/ Cheese!  Grade A +   As you review all the marketing you get this week, think of your business.  What kinds of "silent marketing" can you engage to enhance your business and draw more clients?  Each type of marketing has a specific appeal and when done correctly, can yield results.   All told, I had well over 500 "silent marketing" events in just 7 days.  That doesn't include the talking variety of radio, television and the feet on the street folks.  These were simple, silent messages that prove...   Silence Is Golden!   Until tomorrow, I wish you Money, Power, Success!

The Hardest Working Man In Show Business!

The year was 1984 and I was a sophomore at Georgia Tech.  I was lead singer in a group called Up N Coming (yes...I know!).   As you can see, we were a mix of Parliament, Earth Wind & Fire, and I had the Michael/Prince hybrid thing going (that's me...far right with trench coat in August)...we were eclectic indeed.   Some of the most fun I have ever had...but also hard work.   We took practice seriously as we were looking for a record deal (don't laugh - several years later the founding members actually got a contract as a gospel group!).  We also needed money so we used to do gigs (that is a musicians term for job) and then we did our side hustle for our own parties.   We made up some low cost flyers and we pasted them everywhere on campus - on doors, on cars and on telephone poles.  We would charge a cover and the venue would sell food and drinks and we got a portion of that, too.    We were totally unknown and the campus music scene was very competitive.  Our band leader, Alfred, was a taskmaster saying,   "We have to hustle to get people to show up the first time, but we have to practice and be tight so they come back the next time...with a friend".   I am sure he is wealthy today...because he was right!   We would practice 3 days a week and would post our flyers 3 days leading up the event.  I remember saying, "I am a lead singer and shouldn't be seen doing such drudgery" (a star in the making for sure!), but Alfred fired back,   "If you want to get paid, you will put in the work!"   Nuff said.   What about you?  If you want to get paid, you have to put in the work!   Remember the hierarchy of marketing pyramid?  It is not designed to be all-inclusive of every marketing approach but should give you ideas about how to build your business.  Since most of my readers are in the insurance field (how did that happen?), these methods are given with you in mind.    Next up on the list...door hanging.    It does not have to be door hanging, specifically, but a print based medium that you distribute using good ole "foot postage".  Like canvassing, it is not a sophisticated or fancy approach, but it works.    It is a kinder, gentler form of canvassing since a conversation or appointment is not the goal...getting the word out about your business is the focus.   We will take a day or two to review ideas on how to build a grass-roots following using simple, professional tools that you can print from your home computer or send to an online printer like Vistaprint.    The experience in the college band taught me something...any form of marketing, however simple, done consistently, will generate results.   Gig #1 - About 40 people showed up and we lost money. Gig #2 - Just under 100 people showed up and I got gas money! Gig #3 - We had to turn people away and I paid my car note! Gig #4 - We were in a bigger club and people came to see the guy who sang like Prince and danced like Michael Jackson...a star was born.   We generated $1,000's of dollars that summer and for the next year...all from flyers delivered with foot postage.  We eventually got a booking company that helped us get bigger events...for a hefty percentage, but our name was out there.   Of course, we still did our own thing since we got to keep more of the money.  At the end of the summer, we were paying local kids to put our flyers out.  When he made the announcement of the new approach, Alfred turned to me and said,   "You are too big of a star to be seen doing such drudgery".   His sarcasm notwithstanding, that's the good part about paying your dues...once you have done it, you graduate to higher levels of opportunity and effectiveness.      How will people hear about your business and services?  Marketing.  Marketing is the foundation of every great business.  Every interaction with a prospect brings you closer to securing a client.    Do the work!  You can only become a rock star after you have spent time as...     The Hardest Working Man In Show Business!   Until tomorrow, I wish you Money, Power, Success!

Time for a Gut Check!

Happy Monday!    I hope you had a great Independence Day weekend.  One filled with food, fun and family.   Mine?   It started with the annual Peachtree Road Race...the biggest 10K race in the world with 60k particpants.  I have always believed that running is a metaphor for life... this day was no different.   Because of my time last year and my two half-marathon times, I moved from the "newbie" category of the "W" flight...all the way to the elite runners in flight "E".    Don't hate - I earned that status by paying my dues.   That means I wouldn't have to dodge the casual walkers, the kids, the older runners and those who are just there for the festivities along with 250,000 cheering onlookers.  It meant I would run a substantially faster time since everyone in my group would be equally matched...actually running.   Learning a logistics lesson from last year, we left the house at an early time and boarded rapid transit at the lowest point to avoid the massive crowds and delays.  Despite our efforts, I missed the "E" train (you had to see that coming!) and had to take the walk of shame back to "L"...Natalie was set for "P" so she was fine.    I now had to run with all the folks I thought I wouldn't have to see again.  Natalie told me to "just have fun" and gave me a kiss for good luck.   They sent us off and I began running the gauntlet.  I must has looked like Emitt Smith in his prime for the Dallas Cowboys...cutting in...cutting out...two-stepping my way...waiting for things to clear...   They never did.   At about mile 4, I had wearied of the "hopscotch" and pulled into the slow running lane.  Just then, we passed by Shepard Spinal Clinic and they had several of the paralyzed patients on the street giving high fives to runners passing by.  I was too far away to connect, but the visual had done it's job...   Ok, Brandon...Time for a Gut Check!   It was a beautiful day, the weather was perfect, the crowd was enthusiastic, the runners polite saying "excuse me" as I passed them, Natalie had gone with me (she ran her personal best!) and most of all...my Patellar ligament didn't hurt!   Upon "real" inspection and introspection, the conditions were perfect for me to run a good race in spite of my "disadvantaged" start...but I had to dig deep and give it all I had to give.   Since running is a metaphor for life, I have a few questions...   Did you get a slower start than you expected?   Are you allowing the less than perfect conditions to be your excuse to run in the "slow lane"?   Are you digging deep to reach your goals?   Sales is a proportionate business. That means that what you put in...you get out.    Sure, there are people who get lucky every now and again but the really successful people are "making their luck" with extraordinary effort and dedication.    I know that last weeks canvassing discussion showed some of you that there is another level of "heart" necessary to make it in this business...especially when you don't have all the advantages of money and plentiful lead sources.   As I passed those people who may never run again, I renewed my resolve to leave it all on the streets of Atlanta.  I dodged a few hundred more people, giving them encouragement as I passed them.  The last 1/2 mile, the lanes opened up and I was almost in a full sprint (that's what I saw in my head anyway!).  My heart felt like it could burst but the stride was strong and committed.   Hands raised as I passed the finish line, I got a glimpse of my time.  Though I started about the same place as last year, I was almost 2 minutes faster!   Yea, running is a metaphor for life...   Don't give up...find the inspiration that is all around you...dig deep and give it your all.    If you cant find it, then it is...   Time for a Gut Check!   Until tomorrow, I wish you Money, Power, Success!