Piranha Marketing

P I R A N H A M A R K E T I N G W O R K B O O K

Joe Polish Tim Paulson

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Joe Polish and Tim Paulson

Piranha Marketing The Seven Success Multiplying Factors to Dominate Any Market You Enter Workbook

Acknowledgements: This program is the compilation of a career of learning from the masters who paved the way for the ultimate success mindset — Napoleon Hill, Earl Nightingale, Peter Drucker — and the incredible teachers, peers, and clients I've had the opportunity to meet and work with. There are too many to mention them all, but for this particular program I do want to acknowledge Gary Halbert and Dan Kennedy for pushing me on the right path in direct response marketing, and Dan Sullivan for his coaching which elevated my concept of what is truly possible in this world. Thanks also to marketing and business experts who contributed in some way to this product: Jeff Paul, John Childers, Sy Sperling, Denny Hatch, Bill Phillips, Chet Rowland, Brian Tracy, Larry Steinmetz, Mark Schneider, Dave Kekich, Ben Suarez, Jim Wolverton, American Express, and many of my Piranha Members. Enormous thanks also goes to Tim Paulson for being my partner on this project and being a valuable asset to my company, to my assistant Eunice Miller for keeping us organized and on track, and to Lisa Wagner and David Wagner for their creation of the Piranha Marketing process tools. Thanks also to everyone who purchases this product and IMPLEMENTS the concepts and creates success from them. An idea remains an idea until there is action … and my hope is that you act and create the success that you truly deserve. – Joe Polish

Piranha Marketing The Seven Success Multiplying Factors to Dominate Any Market You Enter Table Of Contents Session One: ELF Marketing: Developing an Easy, Lucrative, and Fun Business ..........................4 Session Two: How to Avoid the “Blind Archery Trap” ......................................................................9 Session Three: Autopilot Advertising That Delivers Big Money: Recorded Message “Hotlines” .................................................................................15 Session Four: Autopilot Advertising That Delivers Big Money: Voice Broadcasting ...................18 Session Five: The Customer Conversion System .............................................................................21 Session Six: The Customer Conversion System (Continued)..........................................................26 Session Seven: The Happy Client Experience ..................................................................................28 Session Eight: The Champion Creator .............................................................................................34 Session Nine: The No Maintenance Money Machine: Consumer Awareness Guides ...................40 Session Ten: The Margin Magnifier .................................................................................................54 Session Eleven: The Margin Magnifier (Continued) .......................................................................58 Session Twelve: The Lifetime Value Creator ....................................................................................62 Session Thirteen: The Testimonial Tidal Wave ................................................................................67 Session Fourteen: The Message Multiplier System: Conducting Teleseminars ...........................72 Session Fifteen: The No-Slow Time System ....................................................................................83 Session Sixteen: Hot Topics: An Interview with Joe Polish and Tim Paulson ..............................86

Producer: Dave Kuenstle Workbook: Traci Vujicich

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Piranha Marketing Congratulations on your purchase! We want what you’re going to learn from us to be the most valuable moneymaking marketing and sales program and processes that you have heard in a very long time. What you’re going to learn may be the complete opposite of what you ever heard before. But if you have an open mind, if you’re willing to listen and understand what we’re teaching, it’ll make sense to you (and money for you).

How to Use This Workbook How can you get the most out of this workbook? By using it in conjunction with the audio program. For each session, do the following: • Preview the section of the workbook that goes with the audio session. • Listen to the audio session at least once. • Complete the exercises in this workbook. By taking the time to preview the exercises before you listen to each session, you are priming your subconscious to listen and absorb the material. Then, when you are actually listening to each session you’ll be able to absorb the information faster—and will see faster results. Let’s get started.

www.joepolishrecommends.com

©2004 Piranha Marketing, Inc./Nightingale-Conant

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ELF MarketingTM: Developing an Easy, Lucrative, and FunTM Business Session One You may wonder about the title Piranha Marketing. You might say, “Piranha Marketing, that’s kind of vicious.” You know what? Business is vicious. That doesn’t mean that you make enemies. It just means you’ve got to do everything you can to make your business highly successful.

ELFTM or HALFTM? There are two ways that you can build your business. You can do it through ELFTM: Easy, Lucrative, and Fun. Or you can do what a lot of businesses do, which is to have a HALFTM business: Hard, Annoying, Lame, and Frustrating. Occasionally a HALFTM business could be hard, annoying, lucrative, and frustrating, but in most cases it’s usually lame. If it is lucrative you can make a lot of money. But if you have to struggle, if life is hard, if you’re not enjoying yourself, what’s the point? There are ways to actually run a business that are easy, lucrative, and fun. ELFTM is a new concept for a lot of people. They think that in order to be highly successful in business, through marketing, that it’s got to be hard. Not true! It can be easy, lucrative, and fun. There’s a lot more to living than going through some sort of a hard, annoying, lame, and frustrating existence.

Exercise: Financial Independence Most people pick up this kind of program because they want to make more money. “How do we make more money? How do we sell our services? How do we do it better?” There is something more important here than just making money. It’s called financial independence. What does financial independence mean to you? Total financial independence? Would that mean you would be able to live in the home of your dreams, drive the car that you’d like, work two days a week, go on vacations to certain places? Whatever it is, everybody has a dream of what financial independence means to him or her. What does financial independence mean to you? __________________________________________________________________________________________ __________________________________________________________________________________________

The good news is that the dream of financial independence is alive. It’s doing very well. People are making it happen every day. It is a great time to have a business; it’s a great time to be alive. You can have whatever form of financial independence you’d like if you’re willing to take the time to learn how to get it. It is available and the people who do it are doing it because they have actually taken the time to learn what needs to be done in order to do it. That’s why you see successful people and successful business owners all over the place, because they are willing to take the time to learn how to do it. www.joepolishrecommends.com

©2004 Piranha Marketing, Inc./Nighitngale-conant

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Are there individuals in your industry who are rich? Who are they? Write their names here: __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ Well, if there are people in your industry who are rich, why aren’t you? These people have taken the time to learn how to create financial independence. And they have taken action. Regardless of your present situation, regardless of the economy, regardless of who is the leader of the country, regardless of your past, you can make a lot more money in your business and you can do it easily and quickly.

Great marketing makes selling easy and ideally unnecessary. If you’re in business right now there is something it is you have to sell. The reality is that if you don’t realize you have to sell something you’re never going to make it in business because nothing happens until a sale is made. You can actually create processes that will allow you to, in many ways, eliminate selling face to face. What marketing done right will deliver to you are people who are pre-motivated, pre-qualified, pre-interested, and predisposed to doing business with you. It will sift, sort, and screen people who you want to talk to and get rid of people who you shouldn’t be talking to. Sometimes in selling if you don’t have your marketing right, you end up spending an enormous amount of time talking to people who really have no interest in what it is you’re selling. After they’ve gone through the marketing processes, you’re not going to have a lot of difficulty selling to these people. Just remember that marketing done right is the quickest path to the sale.

Five Characteristics of Successful People (Based on Napoleon Hill) Number One: Burning Desire The most successful people in the world have a burning desire to succeed. A burning desire is absolutely critical.

Number Two: Specialized Knowledge Individuals who want to have great success in marketing and in business and in making money need to have specialized knowledge in what this program is sharing. This program provides what Napoleon Hill would say is the specialized knowledge in making money in an ELFTM business.

Number Three: Decisiveness Third, they need to be decisive. Individuals who are the most successful in the world are decisive. They see something; they make good choices. It’s very important that they make correct decisions. They don’t say, “Well, let me think about it. Let me give it a month to consider it.” Successful people say, “You know what, I want to do it and I want to do it now.”



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Number Four: Goal Oriented The most successful people in the world are goal oriented. A goal unwritten is only a wish. Write it down.

Number Five: The Mastermind Group Napoleon Hill said that the 500 most successful people had one common characteristic: belonging to a mastermind group. So the five characteristics of successful people are that they have a burning desire, have specialized knowledge, are decisive, are goal oriented, and they have a mastermind group. Seek those qualities and you will have an ELFTM type of a business.

Exercise: Rate Yourself Rate yourself on a scale from 1-10 on the five characteristics of successful people. Give an example of each. You can either give an example of how you are doing well in this area, or give an example of what you can do to improve. 1) Burning Desire Rating: _______ Example: ................................................................................................................................................ 2) Specialized Knowledge Rating: _______ Example: ................................................................................................................................................. 3) Decisiveness Rating: _______ Example: ................................................................................................................................................. 4) Goal Oriented Rating: _______ Example: ................................................................................................................................................. 5) Mastermind Group Rating: _______ Example: .................................................................................................................................................

Psychological Barriers to Success As you go through this program, there may be obstacles that come up in your mind. You might start thinking to yourself, “Well, you know, I’m in a different industry. My clients are different. That may not work for me. I don’t really like that. That doesn’t quite fit me.” The fact is, everything in this program is easy to do and completely ethical. It will allow you to take whatever value you create in the world and sell it and market it.

There is no relationship between being good and getting paid. There’s a huge relationship between being good, being a good marketer, and getting paid. www.joepolishrecommends.com


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A Sneak Peek Here is a sneak peek at some of what you’ll learn in the rest of this program. The Piranha Marketing Money MapTM: steps to get you out of the “blind archery trap.” The Prospect Conveyer BeltTM: autopilot advertising. With this you get pre-sold, pre-qualified prospects. The Customer Conversion SystemTM: an automatic idiot-proof customer closing system. The Happy Client ExperienceTM: where you create clients out of customers. The Champion CreatorTM: allows you to create champions who refer your business like crazy. Cash Flow Surge SystemsTM: or direct-response marketing systems. The Margin MagnifierTM Systems: to increase your selling price. Lifetime Value CreatorTM: involves mining for gold in your existing client database. Testimonial Tidal WaveTM: different ways to leverage testimonials. The Money Maximizer SystemTM: money creation beyond your core services.

Entrepreneurs who achieve the greatest level of success are not necessarily the hardest workers; they are the smartest workers.

Are you a hard worker? Well, if you are a hard worker, then the next question is, are you rich? Are you wealthy? If you’re not wealthy but are working hard, you must realize that the adage “If you work hard you’ll make it big” is a lie. It’s a lie that’s been perpetuated for generations. It’s something everybody is told. And with the Piranha Marketing Money MapTM we’re going to show you that you can actually get wealthy by applying these principles in a way where you don’t have to sacrifice your life, time with your family, and everything that’s important to you in order to have success.



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Most people confuse success with money. They confuse success with being a hard worker. Do not confuse activity with accomplishment. They’re two completely different things.

Productivity is maximum results with the least amount of time. Leverage is maximum results with the least amount of effort. As we go through the remainder of this program you’re going to be introduced to the Piranha Marketing Money MapTM to get you out of the Blind Archery TrapTM that most business owners are in, and you will be introduced to concepts and principles that will allow you to have maximum productivity, maximum leverage, and have ELF MarketingTM.



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How to Avoid the “Blind Archery TrapTM” Session Two This session is about the “Business Bull’s-EyeTM” and the steps to get you out of the Blind Archery TrapTM. Most business owners run their advertising and their marketing as if they were shooting arrows blindfolded trying to hit money targets. In order to get out of the Blind Archery TrapTM, for one, you need to understand that marketing is not the same as selling. Many people in business have erroneously been taught that marketing and sales are the same thing, and most look at their sales stuff and interpret it as their “marketing.” Selling is what you do face to face to get money exchanged for a product or service. Marketing is what you do to get them there in front of you in the first place.

When it comes to selling, the best prospect to be in front of you is someone who is pre-interested, pre-motivated, pre-qualified and pre-disposed to doing business with you. And you do not want to be running around looking for these prospects. Ideally, you want to structure your marketing so that these prospects automatically come to you.

What Is Real Marketing? Real Marketing is a diversified group of systems that automatically deliver ideal prospects. Ideal prospects are pre-interested, pre-motivated, pre-qualified, and pre-disposed to doing business with you. It delivers ideal prospects, predictably and dependably in the right quantity to you, the professional, that run on autopilot and don’t require active manual labor on your part. Manual Marketing, which is face-to-face selling, is the most painful way to generate business. You don’t need to do that. If you have marketing systems in place, and if they’re implemented properly, they’ll be cost justified, they’ll be accountable, they’ll be trackable, they’ll be measurable, and ideal prospects will call you. You won’t have to go out scouring the earth trying to find them. You never have to rely on any cold-call selling unless you really want to. This will get you out of the Blind Archery TrapTM.

What Is Real Marketing NOT? Knowing what not to do is as important as knowing what to do. Real Marketing isn’t getting your name out there. It isn’t name recognition. It isn’t building an image. It isn’t getting your name in front of as many people as you can get your name in front of. It isn’t bragging about how excellent you are. It is not copying Fortune 100 companies’ inane or funny advertising. It is not cold prospecting. It is not begging people for referrals. It is not going to network meetings and social events to meet clients and prospects. It is not using unethical and manipulative



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tactics. It isn’t taking people to lunch. It is not playing golf. It is not having a brochure and business card. It’s not having a website. It’s not even being very good at what you do. It’s not winning an award. It’s not having letters after your name or a college or professional degree. It isn’t hoping and praying for clients to call you. It’s not pretending to have a predictable income stream from referrals only. And finally, real marketing is not SELLING.

Exercise: What “Unreal” Marketing Techniques Have You Used? In the following space, write down all of the “unreal” marketing techniques you have used in the past. __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ Were any of these extremely effective? Probably not. First of all, nothing happens in business until a sale is made. It doesn’t matter how nice a person you are. It doesn’t matter how good your products or services are. None of that matters until someone actually gives you money for it. So how do you actually sell your goods and services? How do you communicate them? How do you deliver them in a way where the experience is enjoyable and people want to do business with you, not avoid you like you’re some sort of sleazy salesperson who’s trying to talk them into something? All you have to do is change the positioning. You have to change the positioning so you’re not going after them; you actually structure things so they’re coming to you. And whenever they come to you, versus you going to them, it’s a completely different positioning. That’s where all your leverage is.

The Marketing Progress Report Card

Do you know the lifetime value of your existing clients? ............................................... Yes No

Do you know how much it costs to acquire a new customer for your company? ........ Yes No

Do you have a marketing system for prospected client conversion? ............................. Yes No

Do you have a marketing system for generating leads? .................................................. Yes No Do you know where your best clients come from? ......................................................... Yes No

Do you have trackable marketing systems in place? ....................................................... Yes No Do you know how many contacts it takes your company to convert a prospect into a client? .................................................................................. Yes No Do you know what your return on investment is for every marketing dollar you spend? ............................................................................................. Yes No



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Do you test your marketing strategies to determine which performs best and how to improve them? Yes No Is your marketing system a one dimensional or tactical approach or is it a marketing system: multifaceted, strategic, incorporating online and offline combinations? Yes No

Questions You Need to Ask Yourself: What is currently your biggest marketing challenge? __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ What is currently your biggest marketing opportunity? __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ What is currently your biggest marketing strength? __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________

Unique Selling Point Your unique selling point, or USP, is a precise statement of why your company is special. It should answer this question: “Why should I do business with you versus any and all of your competitors, including not doing anything at all?” Don’t worry if you can’t answer this question now. First, you need to understand how powerful a USP can be.

What Is Your USP Not? The answer to the above question isn’t “I have a great price,” or “I’ve been in business for 20 years,” or “Because I’m honest and ethical.” That’s what everybody else is saying. That doesn’t make you unique, that makes you universal. When someone’s main reason as to why customers should do business with them is low price, it’s because they haven’t determined anything else that is more unique.

Features Versus Benefits A feature is what the product is or what it does. The benefit is what it does for the person who’s actually using it. So you need to talk in terms of benefits, not in terms of features.



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Exercise: What’s the Benefit? What is the product or service you sell? __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ What are the features of that product or service? What does it do? __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ What are the benefits to your customer? __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ If you’re in a business where you offer something that someone else does, you need to talk in terms of the benefits.

Message to Market Match The best message in the world is useless if it falls on deaf ears. You could have the best sales promotion in the world, the best marketing message in the world, but you’ve also got to be communicating it to the right people. This is called “message to market match.” It’s essential to have both a strong message and a good match in order to be effective in marketing.

Marketing is what you’re communicating and who you’re communicating that to.



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Exercise: Who Is Your Audience? Who is the target audience for your message? Who can reap the benefits of the product or service you offer? Where can you find them? __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ These are three crucial things to get out of the Blind Archery TrapTM: USP Identification, Benefits Identification and Message to Market Match.

Three Things You Must Have in Order to Sell Something One: A product or a service. Two: A sales message or a marketing message. Three: A delivery system. A delivery system is a way to deliver your sales message or marketing message out to prospects and clients about your product or service. The majority of people focus all of their energy on the product or the service, what it is that they sell, what it is that they offer, and delivery systems. For example, we’ve got a carpet cleaning service or we’ve got a chiropractic business, let’s go and deliver a message about this to people. What is a delivery system? A phone book, telemarketing, billboard, direct-mail letter, postcard, newspaper ad, and any types of coupons or self-mailers are all delivery systems. Even a website is a delivery system. It’s an electronic brochure, but nonetheless it is a delivery system. Most business owners who we encounter spend lots of money and time delivering a message about their product or service and they put very little thought into developing the message. If you have a lousy sales message, all you’re doing is delivering to a bunch of people something that may not be as effective as it could be if you spend a little bit of time focusing on what the message is you are trying to communicate. That’s why you want to think about USP identification.

Two Types of Advertising In this context, advertising doesn’t necessarily mean that you need to run an ad. It could also be on a business card, it could be on a Consumer Awareness Guide, it could be on a flyer. You don’t have to run an ad in order to still understand the concept of message. There are two types of advertising that you can do. You can either do direct-response advertising, or you can do what most business schools teach and that’s institutional or image advertising.



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Image advertising is the kind of advertising that you see from banks, insurance companies, and most corporate type businesses. What this does is it tries to convey a certain image about the company. It attempts to tell how great the company is. It attempts to say that the company is more trustworthy or honest or kinder than its competition. It attempts to give the company a look of professionalism. It attempts to make the prospect feel good about the company. And the focus of image advertising seems to be “me” advertising. Image ads give us a false belief that if we look really good, if we look nice, then people are somehow going to be compelled to do business with us. Now, if you actually hired a salesperson to go door to door, what would you want that person to do? You’d want that person to give the most compelling, powerful sales presentation with integrity and ethics that could be delivered so that that prospect or that client would want to buy more. That’s what you would want to do. You wouldn’t send a door-to-door salesperson to someone’s home and have them hold up a sign that had your company name and say, “Hi. I’ve been in business for 20 years. I have a pretty logo, look at me, isn’t it great? Oh, you may have heard our name.” The message, the substance of what it is that you do for the people who are going to buy it from you is crucially important. People want to do business with a person, not a company. Remember that. And they want to feel trust, they want to feel understood. That’s why it’s so crucial that you develop a sales message—so that when you deliver that message to your prospects and clients, the chances of them buying from you are much more likely. For most businesses, their marketing and advertising is nothing more than a blown up version of their business card. This is who we are, this is what we do, here’s our phone number. Not very compelling.

The difference between a one dollar bill and a one hundred dollar bill is the message on the paper. An ad is going to cost you the same amount of money if you get one call or if you get 1,000 calls. So the more that you can develop your message, the more powerful it’s going to be for you.

Three Important Rules in Advertising One: Never do anything that you can’t directly track its results. Two: Never run an ad a second time that didn’t work the first time. Three: Never fall in love with your ad. You may love an ad, you may think it’s a winner; you may think it is the greatest ad you’ve ever done. You run it, it fails. Don’t continue running it because you think it’s great because it’s got a picture of your daughter on it. These three very simple rules to follow are extremely importantbecause this is a numbers game and successful advertising means it creates you more money than it costs. www.joepolishrecommends.com


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Autopilot Advertising That Delivers Big Money: Recorded Message “Hotlines” Session Three A smart business owner realizes that you’ve got to leverage your time. You need to do it with turnkey systems that operate like a well-oiled machine. Once you have a system like that in place it will work nonstop and will continue to develop momentum that will allow you to actually sell what it is you do without any form of manual labor.

Five Elements of Autopilot Advertising One: Lead Generation Ads . Two: 24-hour Free Recorded Message. Three: Consumer Awareness Guides Four: 100% Money-Back Guarantees. Five: Social Proof and Testimonial Systems.

Lead Generation Ad and 24-hour Free Recorded Messages A 24-hour recorded message allows you to educate people robotically about why they should do business with you. For example, you could have a print ad that says, “Warning: Don’t call any carpet cleaner until you listen to this 24-hour Free Recorded Message. Call any time, 24-hours a day.” This is called a Lead Generation Ad. And then people would call and they would hear all kinds of wonderful things like how to avoid four carpet cleaning rip-offs, seven mistakes to avoid when choosing a carpet cleaner, six costly misconceptions about carpet cleaning, seven questions to ask a carpet cleaner before you invite them into your home, or the difference between value and price. It doesn’t matter what your business is, you can just change the terminology so it fits what it is you do.

Exercise: Call Me! In this exercise you’re going to come up with five things that you can put in your ad that would get people to call your 24-hour Free Recorded Message. The key to this exercise is to refer back to the previous exercise where you wrote down the benefits of your product or service. Be specific and come up with numbers like “Five ways to…” My Business is: ....................................................................................................................................... One: ........................................................................................................................................................ Two: ......................................................................................................................................................... Three: ...................................................................................................................................................... Four: ........................................................................................................................................................ Five: .........................................................................................................................................................



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Not only is the 24-hour Free Recorded Message a great marketing strategy, but it’ll also save you enormous amounts of time. You can zero in on thousands of prospects, many of them motivated. You can eliminate cold calling. You can stop wasting money on useless advertising or big ad space. One of the greatest ways to put a lot of message out there but to not pay for space is to utilize a small space in an ad to mention a Free Recorded Message and let the recorded message deliver all that information. Most people have one-step ads where people just read the ad. The advertiser tries to put as much as they can in the ad, or they just include their logo and leave a lot of white space. The same principle applies to all forms of your message: business cards, sales letters, your website… Don’t waste your time making a one-step ad, give them a response mechanism that will get the interested high-value prospects to call and hear a message with more power than anything you could cram into a small space ad. Maximize your message with the 24-hour Free Recorded Message. Another advantage to allowing people to call any time, 24 hours a day, is that it’s very nonthreatening. Consumers have a certain level of phone call fear and a 24-hour Free Recorded Message is very nonthreatening. No one is calling them, and they don’t have to say “No.” When you’re talking on the phone to somebody, you don’t know if what he or she is saying to you is the truth or not. But, when you are saying the same thing to somebody over a recorded message versus live on the phone, people are more apt to believe what is being said. Another advantage to allowing people to call anytime, 24 hours a day, is that this is very nonthreatening to prospects. Consumers have a certain level of phone call fear, so knowing that they will be calling a 24-hour Free Recorded Message, and not talking to any live salesperson lowers the barrier for them to make that call. They won't have any person on the line selling them, or pressuring them in any way. When you're talking on the phone to somebody, you don't know if what he or she is saying to you is the truth or not - or whether they are telling you an untruth to get you to buy. When the message is RECORDED people are more apt to believe the credibility of the message because it is out there in a recorded format for everyone to access.

Consumers are more receptive to believe your message as the truth if you actually record it versus if you say it live. Not only is the message perceived differently than if you said it live, but you don’t even have to physically be there. Think about that. A Free Recorded Message is a salesperson who can deliver a powerful, compelling message 24 hours a day, 7 days a week, never complains about a headache, always shows up to work on time, doesn’t get paid a commission, and it costs pennies in order to do this effectively.

How Long Should Your Message Be? Sometimes people ask, “How long should my message be?” Some think that people are busy so they’re only going to listen for a minute, so I’ve got to make it really quick. That is erroneous thinking.

Things are not long or short; they’re either interesting or uninteresting. www.joepolishrecommends.com


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If you want to have a lot of information, it needs to be interesting. You can’t bore people into buying anything. However, if you actually have useful information, people will listen to it. You would never say to a salesperson, “We’d like you to go out and make sales, but whatever you do, don’t say more than 100 words because after someone hears 100 words their brain shuts off and they don’t listen anymore.” People put those restrictions on their advertising because they think that their advertising should be uncluttered and that it should have a lot of white space and that logos should look pretty. The point is, if someone listens to a five minute recorded message and that convinces them to trust you, they may hang up and call you directly.

How Do I Get a Recorded Message Line? You can get a recorded message by getting a voice mailbox with your local phone company. You can also get a more sophisticated system. The reason for going with one of the more sophisticated systems is that not only can you have 50 to 100 people call your recorded message at one time, with no one ever getting a busy signal, but you can also track how long the average listener is on the line. You can determine at what point people are hanging up. You can find out what it is in your recorded message that’s really effective. They have complete call reports. It’s totally automatic so you don’t have to track anything. Also, you can see the specific phone numbers of the individuals who have called your recorded message and you can actually retrieve their phone numbers, whether they left a message or not. If you’re in a business where you’re trying to generate hundreds or thousands of leads and you don’t want to have to listen to all the messages, have someone transcribe them. There are services out there that will do all the transcription for you and simply email it to you, and it just makes the whole thing ELFTM. They will give you a toll-free number, and they will teach you how to do this. It’s very, very simple.

Now Let’s Just Walk Through the Process Here: A prospect sees your ad and they call your toll-free automatic hotline. After listening to the message, the caller will be prompted to do a variety of things. They can choose the following: they can press a specific number to directly connect to your business; they can press another number to repeat what they’ve heard; they can press another number to leave a message; they can press another number to enter a new extension, because you can have a variety of different extensions; or they can press another number to have a fax sent to them. You can actually use a different extension in different ads so that you can track to see which ad is actually generating the phone calls. The technology is absolutely phenomenal and it frees you up from handling a ton of calls saying exactly the same thing over and over again, and it delivers the callers a “perfect” pitch 24 hours a day. It is so easy, it is so lucrative and it’s absolutely fun to be able to integrate this type of marketing into any business.



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Autopilot Advertising That Delivers Big Money: Voice Broadcasting Session Four This session talks about something called Voice Broadcasting. Imagine reaching more current and prospective clients in one hour with one phone call than you could contact in one year with the telephone glued to your ear. It’s very similar in a lot of ways to a Free Recorded Message. Instead of people calling a Free Recorded Message, you take the recorded message and you go out to them. You push it out to them. This is very easy. You record a message, you create a broadcast list (people who you’re going to actually send the message to), and then you schedule that broadcast message to go out. There are services that actually do this and it’s very inexpensive. However, it’s very important to make a distinction between Voice Broadcasting and auto dialers. Auto dialers are where there’s a computer that actually automatically calls people and sends out a message. These are the kinds of calls you get during dinnertime! This program is not suggesting that you use anything in any way that’s intrusive, or that people are going to be offended or annoyed by. If you do this the way that it is taught in this program, this is not only an effective means of marketing but it’s also the most ethical. When you drive someone to a recorded message or you give them information, you’re never putting anyone in a situation where they’re feeling manipulated or they’re feeling like someone’s talking them into something and they can’t escape. That’s the great thing about using this. If people don’t want to hear you they can hang up. Voice Broadcasting is not to be used on people with whom you don’t have a relationship or with people who are not endorsed. You only want to send out a voice broadcast to people who have already done business with you in a certain period of time. And you’re going to have to check with certain telemarketing laws and certain laws in your area that may affect whether or not you can even use this type of technique on people who are not existing clients. If someone has purchased from you or requested information from you currently at the time of this recording, within like an 18 month period, it’s totally fine to actually do the voice broadcast. But laws on this could change at any time. The point is, if you stick with just people who have already done business with you, then you’re never going to have to worry about whether you’re using it in the right way or the wrong way. When you use a voice broadcast message, you record a message and it is automatically sent out to 10 or 10,000 people as a message on their answering machine or their voice mail. If, during the broadcast, the phone is answered by a live person, the voice broadcast will say, “Sorry, wrong number,” and hang up.



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By using this technique, you can say Happy Birthday to your clients. You can use it for certain specials that are seasonal. You can simply call people and let them know that you have something that you’d like to send out for free or tell them about a new product or service you’d like to let them try, or let them know you’re having a discount. Or perhaps you’re having a slow season and you’re going to give them some sort of special offer because you have open space available or excess inventory or whatever. It’s just a great way to communicate with your clients. This is such a massive time saver and you can get a message out to everyone. Now here’s one thing to keep in mind. A lot of answering machines and voice mail only record up to a minute. So here’s an opportunity for you to be short. You have to be less than a minute because otherwise it might cut you off. Statistics show that when you send a message in advance that tells customers that you’ll be sending some letter with a special offer, it will increase the response significantly because then people are looking for that letter

Three Things You Can Spend There are only three things that you can spend. You can spend time, you can spend money, or you can spend energy. Those are the three things that you’ve got to work with in order to build your business. So many people waste time, waste money, waste energy doing a lot of manual marketing, throwing punches that don’t have any impact whatsoever.

Exercise: Wasted Time What marketing strategies have you used that were a waste of time, money, or energy? For example, did you spend countless hours stuffing envelopes for a direct-mail campaign? Maybe you hired a fancy web designer. What things have you tried that were not ELFTM? Time: ....................................................................................................................................................... Money: .................................................................................................................................................... Energy: .................................................................................................................................................... This program gives you strategies and ELFTM concepts that can have an enormous amount of impact and allow you to have contact with your clients without having to do it face to face. It’s important to note that an individual does not need to be computer savvy to take advantage of Voice Broadcasting, Free Recorded Messages, and other technology. The companies that do this will walk you through it. They are very good teachers and it is easy, it is lucrative, it is fun.



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Exercise: What Can You Use Voice Broadcasting For? Now it’s time to brainstorm. In the following spaces, identify 20 events, occasions, or reasons you might have to use Voice Broadcasting in your particular business. __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________



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The Customer Conversion SystemTM Session Five The Customer Conversion SystemTM includes all the things that you can do that are automatic, idiot-proof, and that work extremely well.

People don’t buy from you because they understand what you do; they buy from you because they feel understood. Education-Based Marketing Most businesses don’t educate people. Education-based marketing will deliver to you a constant stream of prospects who are pre-qualified and predisposed to do business with you. Educationbased marketing will sift, sort, and screen the prospects for you and save you an enormous amount of wasted time.



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The Piranha Selling Model is where you start with prospects who generally consider you a cold, annoying pest. Then advertising brings the prospects into the funnel and up the hill, so to speak. Free Recorded Messages bring them up higher. Sales letters bring them over. Multisequenced mailings nudge them along. Phone calls made to people in this position are the easiest sales to make. You start as a cold, annoying pest, but you end up as a welcomed guest. Don’t push a string up hill. Always pull. Don’t push. Education-based marketing is not only an effective way to generate business, but it will also save you from wasting a lot of time with people who are not your ideal prospects. And that, again, is ELFTM. With Piranha Marketing systems, you actually start talking to the people after they’ve seen an ad and after they’ve called a Free Recorded Message. It educates them, it sifts, sorts, and screens the tire kickers and the people with whom you wouldn’t want to do business and brings the people who ideally do fit your prospects that much closer. With the system prospects can leave a name and contact information on a Free Recorded Message requesting a Free Report (or Consumer Awareness Guide) from you. Or you can drive them to a website for more information. Multi-sequenced contacts (mailings or emails) brings a prospect that much closer to becoming a client. Repetition with prospects who are requesting information is seen as educating, not as selling. Now when you or your staff ends up having a conversation with these prospects you've been “educating” they will be much easier to sell because you have already given them valuable information and you are seen as an “expert” rather than as a “salesman.”

Audits Versus Estimates Most businesses, especially service ones, offer estimates. To add value to what you do, offer an audit instead. With an audit, instead of saying, “This is what we will do for you and for what price,” you capture information about the client. You ask questions about all kinds of things that will be useful in order to understand the conditions that exist with this person who you’re trying to help. When you do audits versus an estimate, it completely changes the paradigm of how a consumer will perceive you. Instead of focusing on price, you are doing something completely different than everyone else is doing. You are educating your clients. This allows your clients to understand why you charge what you charge, and why that may be more than what your competitors are charging. You build in value.



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Exercise: Audit This In this exercise you’ll come up with some questions you can ask prospective customers to use in an audit. Remember to “go deep.” You’re not only trying to identify their needs in one particular selling situation, but you are also trying to inform them of something. Don’t make your audit based on the commodity you are selling, but about the underlying problem you are solving. Here is a sample: You are a car dealer. You have a lot that sells both new and used vehicles, as well as services them. When a prospective customer comes in, instead of asking what kind of car they are looking for, ask deeper questions about their transportation needs. Ask questions like: How many people are in your family? Do you live far from school or work? How many vacations do you take a year? Do you have young children or teenagers? Where do you keep your car? On the street or in a garage? Do you usually take your car to get serviced, or do you do it yourself? On a scale from 1-10, how well does your current vehicle fit your self-image? These kinds of questions go deeper and allow you to educate your customer as to what type of vehicle owner they are. Now it’s your turn. Come up with five questions for your particular business: One: ......................................................................................................................................................... Two: ......................................................................................................................................................... Three: ...................................................................................................................................................... Four: ........................................................................................................................................................ Five: ........................................................................................................................................................ A lot of services are just the commodities. If you want to be out of the commodity business and not sell yourself based on price, you need to establish and position yourself so people know the differences between you and everyone else because if everything appears equal, they’re going to make a decision based on price. An audit allows you to communicate and present yourself in a way in which people absolutely see the difference between you and the competition. Sometimes you may be identical to your competition. Sometimes your competition may even be better than you are. However, if they’re not communicating that to prospects and clients, they’re not going to get the business. Your job is to communicate this effectiveness and to wow them. Once you start using these marketing strategies you will notice your average sale going up. It will immediately increase the conversion rate of what you are doing; it will immediately increase the perceived value of what you are offering. That’s what you want to accomplish by having these automatic idiot-proof customer closing systems. Make it so darn easy for people to see the value that you deliver that they automatically want to do business with you.



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Presentations Let’s talk next about presentation sales books or Power Point presentations via websites. These types of things are critically important. After all, a picture is worth a thousand words. When you do Power Point presentations you don’t have to rely on a really sharp salesperson to do all the education because you can automate it, just like you can automate a Free Recorded Message line. You can put that on a website. You can actually drive potential customers to a website and have them watch a five or ten minute presentation or a video about your services so that by the time you show up a lot of the selling’s already been accomplished. Even though the customer may already want one particular service, you can use a presentation to get them interested in buying other things you have to offer. It works fantastically well. If you don’t want to get computer savvy, which you don’t need to, you can do all this through a sales book. A sales book is a three-ring binder containing photos, certificates, or anything that builds value for what it is that you do. The sales book is then utilized in your presentation.

Free Offers The worst offer that a businessperson can make is no offer at all. The second worst offer that a businessperson can make is price. A lot of businesspeople don’t have a marketing message and they rely on what they think is the biggest determination in selling something: price. Whenever you give something away for free it creates reciprocity. People want to do business with you and buy additional things from you. To get ideas, look for opportunities outside of your industry to borrow from. If you’re going to give me a free room of carpet, if you’re going to offer me free hair replacement, if you’re going to offer me a free financial audit or whatever, it lowers the barrier to the point where I can come in and take advantage of that. That’s what separates you from everybody else doing business in your category. You give things away to people who are interested and you let them try your services, and as you’re doing it you also need to build in value. It’s not just “give something away for free and all of the sudden people are going to start paying you money.” It’s your job to actually build the value in their minds and educate them as to why you’re giving it for free. The best way to do that is to just be totally honest. The bottom line is that if you like the level of service that I do, the product that I offer, you’re going to buy more. If I don’t build that value, if I do lousy work, or don’t have good products, I’m going to be out of business very quickly because I’m giving away a bunch of inventory that no one’s going to want additional services for.

No matter what your service is, there are parts of it that you can give away for free.



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The best way to sell is don’t sell. You go in there and you do a wonderful performance. You educate them, you wow them. If you wow the client they naturally want more. And if you understand what that client is actually worth to you, it totally makes sense. We live in a capitalistic society. The fact is unless supply and demand is on your side, business is not going to fall out of thin air. You’re going to have to pay for these clients and these customers somehow. You’re going to have to pay for it with time, money, or energy. Let’s say you’re running a particular ad and it costs you $300 to put out a coupon mailer. If you don’t make at least $300 worth of sales, then you just paid $300 for nothing. Now some people will go out and spend $1,000 a month on a yellow pages ad and many of them will not think twice about whether or not that investment is paying off for them. These same people may say “I'm not going to give ANYTHING away for free” yet they are throwing away money every month with ads that may not be bringing them any business at all. Every business has to “buy” a client somehow, whether it is through an ad or by providing some service or product for free to get them to learn more about you. You might as well do it using a “free” strategy that eliminates all risk of them doing business with you. If you’re really as good as you say you are, put your butt on the line and offer some of the services for free and couple it in with educating them about why they should do business with you and get more. If you do that right you’re not going to be giving away anything for free because they will be responding to the value you have shared with them by trusting you and buying from you.

Exercise: Give It Away In this exercise, brainstorm some ideas of services that you can give away for free that would create an educational “experience” that will lead to a larger sale. __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ www.joepolishrecommends.com


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The Customer Conversion System (Continued) Session Six The Complete Money-Back Guarantee If you have a guarantee but don’t promote it, you’ve got the liability of a guarantee but no value out of it. Competency begins with guaranteeing your work or product. Some industries place certain restrictions on what you can guarantee … but if you do not have those restrictions you need to stand behind what you do by offering a guarantee. Guarantees are powerful persuaders and a strong statement to your market. When an individual sees that you are assuming the risk, that you are not asking them to assume it, this is what some call “risk reversal.” It removes obstacles for them to do business with you when they know if anything goes wrong they will get their money back.” If you actually had a client who purchased something from you and they were dissatisfied for some reason, would you give them their money back? If you really felt that you didn’t deliver as well as you could, would you have given their money back? Most business owners would absolutely give the money back. So, most business owners have a guarantee, even if it isn’t explicit. You have the liability of the guarantee but you’re not getting any value out of it because you’re not advertising it and promoting it.

Don’t just advertise a guarantee because it’s an effective way to take away risk…do it because that’s the right thing to do. Competency starts with guaranteeing your work. Why would you want to sell something that you can’t guarantee? You want to be interested in relationships, not transactions. You’re interested in people doing business with you over and over again. You’re interested in delivering value to your clients. If you make it easy, lucrative, and fun for people to do business with you, then it becomes ELFTM for you. The amount of business you generate because of a powerful guarantee will far outweigh the number of people who will try to take advantage of you.



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Do’s and Don’ts of the Guarantee Do Test different variations of your guarantee. Test how you communicate it. Don’t Put a lot of conditions on your guarantee. Don’t guarantee things that just don’t make any sense to guarantee. There are times in your business when you don’t want to offer particular guarantees, however, it’s rarely in the beginning of the relationship. When people don’t have any idea of what it is you do and how much better you are than the competition, acquiring them as a client is crucially important. The most expensive cost that you’re going to have when it comes to generating business is that first acquisition of a client. In many cases you’ll spend more money on advertising and trying to sell them than by using a very risk-free way of them to do business with you. It will cost you less if you give away some of your products or services for free as a trial.

Exercise: Like It or It’s Free In this exercise, you’re going to develop and test out your Money-Back Guarantee. My Money-Back Guarantee: __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ Now, test it out! For the next ten prospective customers, tell them, “If you’re unhappy with it for whatever reason we’ll give you your money back.” Just try that and see if your conversions don’t go up; see if it doesn’t make it a lot easier for them to do business with you. Some people will ask for their money back, even if you provided excellent service. Some people are just like that. But the new business you’ll generate will far outweigh any money that you have to give back. Just test it. If you need to tweak the guarantee or if you need to try different variations, that’s fine. The point is to remove the hurdles and you’ll get a lot more people wanting to do business with you. It allows you to get more of that value that you offer to the world out there, and that’s how it becomes a win/win situation for everybody.

When all else is the same, he who has the strongest guarantee wins. www.joepolishrecommends.com


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The Happy Client ExperienceTM Session Seven The Happy Client ExperienceTM is a process of creating clients out of customers. What does it mean to create clients out of customers? The term customer implies somebody who buys something from you, whereas the term client implies somebody with whom you have a relationship. There are two types of ways that you can run a business. You can either be in the transaction business where you just sell things to people, or you can be in the relationship business where you actually develop an ongoing, nurtured relationship that leads to additional sales and referrals. How do you actually create a Happy Client ExperienceTM that leads to more purchases and referrals?

The Happy Client ExperienceTM

In a general review of consumer reaction to businesses, 15% of them got less than they expected from their experience; 80% got exactly what they expected; and only 5% got more than they expected. The key to success in any business is to deliver more than your clients expect from companies in your industry - to set yourself completely apart from all of your competition.



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When it comes to delivering a service or a product, what you’re really doing is you’re managing expectations of your particular clients. There are three types of experiences they can have with you. They can either be unhappy, they can be satisfied, or they can be loyal. So you have to manage clients’ expectations. You’re never going to get any additional sales from someone (nor any referrals) if what you delivered to the client was either exactly what they expected or less than what they expected. If you want to get additional business and referrals, then you need to make sure that when someone’s done doing business with you they have a smile on their face. They actually believe and feel that they got more than they expected to get. You can’t 100% control loyalty. What you can control is your frequency of contact and communication with the client. Sometimes people are loyal to whatever product or service happens to be available to them right there at the time that they actually need it.

Exercise: The “Wow” Factor In this exercise, you’re going to brainstorm some ways you can “wow” your clients. What are some things you can do so that your client feels that he or she got more than they expected? Would a thank-you note or a follow-up call do it? Write your ideas here. __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ All of these are little things you can do that cost very little but have such a big impact. It’s amazing how a little contact, a little email, a little telephone call, a little letter will make a world of difference in terms of turning a client into a raving fan. Whenever you can create that type of experience you can guarantee that they’ll probably do business with you again and that they will tell other people about you. If you’re not getting referrals, if you’re not having a lot of repeat business, then sometimes it’s not the marketing, sometimes it’s the delivery of the service. So if you combine marketing along with the delivery of the service and “wow” the client, you really create a Happy Client ExperienceTM. The synergistic value of good marketing and good experiences with your clients just makes you that much more powerful.



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What to Do with Complaints If you do have a situation where a customer or a client complains, think about it this way: if a customer or client takes the time to complain, then that customer thinks you are capable of doing something about it. If you have ever had an experience where you’ve done business with a company and you were not happy with the level of service that was provided, and you didn’t ask for your money back or you didn’t ask them to redo something, or you didn’t ask to have something exchanged, in most cases it’s because you felt the service or the product was so poor, or the company was so disinterested in doing something about it, that you felt it was useless to waste any of your time because you knew nothing was going to happen anyway. So when someone actually takes the time to complain about something, don’t look at it as insulting. It’s a compliment! The person believes you can solve the problem. Reward that belief by correcting the problem if you’re capable of doing so. Sometimes it’s giving them their money back, sometimes it’s doing a replacement, and sometimes it’s just apologizing with a promise to do a better job next time. Look at all of those as lessons.

Soliciting “Complaints” Since so many customers will just walk away if they are dissatisfied, it’s a good idea to follow up with your customers to find out if they are satisfied. If they’re dissatisfied in any way, you want to know about it. Otherwise, they’ll just go away. If you don’t know about their dissatisfaction, they will never say anything; they simply will never use your business again. So a simple call the very next day is critically important. Not only will they be a loyal client for a long time, but they will also tell other people about it. “You know what, I had this company come by and they performed this service. I wasn’t all that happy but they called the very next day and came out and took care of it, and now everything’s awesome. I highly recommend this company.” Sometimes there’s a great testimonial in a problem. You can get a testimonial from a client that says, “I wasn’t overly thrilled with the work that was done, but they came right out and they fixed it. I think that this company is fantastic.”

What to Do with Angry Clients If you ever have an angry client, one of the best things to do to make them not angry anymore is to give them a gift. Sometimes a gift is just listening to them. Sometimes it’s redoing the job. Sometimes it’s giving them something else to sweeten the deal. Whenever you can reverse an unhappy client, you turn lemons into lemonade. In all of these cases, you should not look at it as a negative experience, but look at the lesson: how can I correct the problem, how can I always strive to have a Happy Client ExperienceTM?



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Mistakes to Avoid This section will go over some common mistakes to avoid in order to make sure you have a Happy Client ExperienceTM. You should really think about all of these and how they apply to your business. The first mistake is selling what you think your clients want or need. When it comes to selling and marketing your services, one of the mistakes people make is that they actually think they know what their clients want. It doesn’t matter what you think your clients want; the only thing that matters is what they actually want. How do you find out what your clients actually want? Ask them! Your clients are some of the best consultants you could ever have for your business. They aren’t high priced consultants, they’re your own customers. Send them a letter. Ask them, “Why do you do business with us? What is it that you want? What are the frustrations that you have with the business like this?” This way you can make sure that what you are giving them is what they actually want and need. The second mistake is not having a loyal relationship. If you’re not willing to do the things to go deep in the relationship, then you’re not going to have a loyal relationship with your customers. And I’m going to talk about that in just a moment. The third mistake is not giving them more than they expect. Find out what the expectation level is. What is the bare minimum you need to do to meet your customers’ expectations so they’re satisfied? Once you find that out, make sure that you do what is necessary to exceed it. Sometimes that means you raise your prices in order to deliver the type of service that will meet that expectation. If you’re not charging enough money for your services to allow you to deliver a Happy Client ExperienceTM, then you need to raise your prices. The fourth mistake is that the perceived value of your product or service is too low. Either your product isn’t really valuable and your customers know it, or your product really is valuable, but you’re not presenting it properly through your marketing, promotions, education, Free Recorded Messages, or your audits. If the perceived value is too low it doesn’t matter if you have a great valuable product; if the perception isn’t there, that’s the only thing—that’s their reality. The fifth mistake is not giving your customers an awesome experience. Sometimes it’s something as simple as a carpet cleaning company wearing surgical booties. This could completely alter the perception of the client. Sometimes it’s a really nice thank you after the job, or any thank you whatsoever. How many times do we buy something, do business with anyone, and we don’t even receive a thank you?



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Going Shallow versus Going Deep The next section is about going shallow and going deep in a client relationship. Level one is the customer, that’s a transaction. What happens at that stage, you can still incorporate some of the things we’ve talked about, you just aren’t doing them really deep, you’re not doing all the follow ups. You can add chains to the activities that you’re doing that could really allow you to go deep. For instance, at level one you can use lead-generation ads, you can use a Free Recorded Message and even use guides, which are explained in a later session. You can be a one-stop shop. You convert a process into a customer, but you don’t do any follow up to bring any business from that person again. There isn’t a newsletter that’s sent out; there are no thank you’s that are sent out. That is level one. Now if you want to go deeper into developing a loyal relationship and take you to a relationship stage that we refer to as client, that’s when you’ll start utilizing client newsletters through the mail and through email. You’ll have reminder cards if your business is anything where you remind people to come back and do business with you. You’ll make special offers to people who have done business with you. This will generate repeat business. Through your client newsletter you generate more business from this client each year, just merely by staying in contact. So many companies do business with someone and then leave it up to them. Level three is making your customer a champion. That is when you have a deep relationship with a client, when you start having client appreciation programs and ongoing maintenance programs so you’re no longer selling one-time sales, you’re actually selling a continuity relationship. When you develop that, you have maximum lifetime value (MLV). You do this through personalized marketing techniques. When you create a relationship with the client it will generate consistent business. If you have a referral reward system in place this will flood your company with new clients on an ongoing basis. That’s where your company’s gold mine is and that’s how to really maximize a Happy Client ExperienceTM.



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Exercise: Go Deep What are several things that you can do to deepen your relationship with your existing customers? Level One: The Transaction __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ Level Two: Convert a Process into a Customer __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ Level Three: Create a Champion __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________



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The Champion CreatorTM Session Eight The trademark process we’re going to share with you in this session is the Champion CreatorTM. What you’re going to learn is how to create champions who refer your business like crazy. Champions are your unpaid sales force; they absolutely help guarantee your success. In discussing champions there are three different areas. You need to get champions to create testimonials, give repeat business, and generate referrals, with an emphasis on referrals. The more champions you have, the more ELFTM your business is. Show up on time, do what you say you were going to do, finish what you start, say please and thank you. In terms of testimonial requests and even referral requests, the best way to get them is to simply ask for them. When you ask your clients to refer others to you, when you ask your clients to give you a testimonial, or when you ask your clients to engage in repeat business, it’s amazing how when asking for something you can get it. The riches are in mining your own client base. If you can nurture your clientele to create Champions, the effect on your business growth and success will be astronomical. Champions are your unpaid salesforce! By the way, the best time to ask for a referral or testimonial is right when your client has told you how happy they are with your work. They become a client. The best time to get a referral, the best time to get a testimonial, is right when they’ve purchased from you, right when they tell you how great a job you’ve done. Right when they tell you how wonderful your product or service is. There’s a lot of reciprocity. So when you actually do a great job for them, they thank you and that is the time to ask—ask them for referrals, ask them for testimonials, ask them for repeat business.

The gold is in your existing clients. You will have a better chance of getting a referral or getting a testimonial right after performing a service where the client is totally happy. That’s when they have that euphoric gas in their head that says, “I love this, I’m at the highest level of satisfaction.” That is the time to actually capture the feeling in the form of a testimonial and ask them to give you referrals. You don’t leave it up to chance. You actually structure and systemize this.



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By Referral Only Businesses Many successful companies in a variety of industries have people who actually run a “by referral only” type of business. There are three systems to create a “by referral only business.” They are: referral generation, referral reward, and thank-you systems.

Referral Generation/Tracking Another important idea is to have a form called a referral tracking form that you give or send to your clients at the end of your service. The form contains the following information: • Client’s name. • Where he/she heard about you (previous client, friend, yellow pages ad, etc.). • A short note thanking the client for choosing you, and telling them that you hope they are thrilled with the service. • The phone number to call if they are not thrilled. • Another short paragraph stating that if you are thrilled with the service, would you please jot down five or six friends who would love our services too. • Explain your client reward system. • Remind the client of the value that they got from you (free audit, etc.) and explain that the referral will get the same value. This form is a single piece of paper that doesn’t even need to be used by the business owner. It can be given out to the technician and is applicable to any service business; it’s applicable to retail businesses. You can use a system like this anywhere that you deliver a service or a product to someone and they are happy.

Referral Reward Systems A referral reward system is one where you reward someone for giving you a referral that turns into a customer. What’s great about it is that you don’t have to give away cash; you could give away movie theater tickets or gift certificates to restaurants. There are all kinds of ways to reward people. The point is that you’re instilling refer-ability habits in your clients whenever you get them referring you, then you immediately reward them by saying thank you. It works very well.



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Exercise: Develop Your Referral Reward System In this exercise, you’ll brainstorm some ways to reward clients for referring to you. Get creative! __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________



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Thank You Systems The final step is a Thank You System. Make sure you have a system in place for thanking your clients. This simple added step makes a big difference. After you do these things, you’ve systemized the process of generating referrals. It starts with asking, wowing your clients, getting referrals, and then following up with the referrals that they give you.

Being Referral-Worthy Company owners need to ask themselves, “Do I have a business that is worthy of receiving referrals?” Now this is an important question. Would you refer your own company? The way that you provide products and services, the way that your staff handles clients, the way that the phones are answered, the way that service is delivered, do you have a business that is worthy of receiving referrals? Now if you can honestly answer that yes, fantastic. But if not, you need to fix it and you need to examine just how good your service or your products are. Do you constantly wow your clients, or is your service just kind of okay? And if your service is just okay, implement the things that you need to implement to make sure that you actually wow people, because it’s not good enough to just be okay. Going back to the Happy Client ExperienceTM, if the deliverable is giving people less than what they expected or exactly what they expected so they’re simply satisfied, that’s not good enough. When you can actually deliver a Happy Client ExperienceTM to people, that’s when you start asking for referrals.

It’s not good enough to just be okay. In terms of getting referrals, you’ve got to first earn the right to get the referrals or to even ask. If you do a poor job, or your clients are not satisfied, you have not earned your way into asking for a referral. So you first need to earn, then you need to ask, and then reward. Behavior that is rewarded is often repeated. If you actually reward an individual for giving you a referral, they’re likely to give you more. And individuals who are referred to your business, new clients, they figure that’s how you get your new clients. So they become some of your best referrers as well.

Why Referred Clients Are the Best Clients The bottom line is that referred clients are better clients. They cost less to acquire and this is very important. Anything that you can do to get your cost per client down is great. Referred clients cost practically nothing compared to other means of generating business. They are also much less price resistant. Because someone they trust referred them, they really want your service; they’re less price resistant.



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Referred clients are also more likely to refer you to someone since someone else referred them. They are also less likely to complain and are easier to please. Even if something does go wrong, referred clients are typically more understanding. On the whole they're just a much better client to deal with, and much more profitable to you as well..

Following Up You’re going to want to have a follow-up script when you talk to these people. It really should be nothing more than reiterating that someone referred them, and then making an offer of some sort: an audit, a free offer, or simply just to send them information in the mail. What is important is that you make that contact. You have to follow up with people that are referred to you if want that to turn into business. You can also put people on a client newsletter list. This is covered more in a later session. If someone is not ready to do business with you right at that particular moment, you do want to make sure you put them on your mailing list so when they are interested then they will do business with you at a future time.

Increasing the Effectiveness of Your Referral System There are several ways to increase the effectiveness of your referral system once you have one in place. The first thing you need to do is ask the right person for the referral. You need to make sure that you ask a person with decision making power, or who has a sphere of influence over others, to you give you a referral. The second way is you need to ask for referrals at the right time. After you’ve had a successful presentation, ask your prospect to complete a referral form and thank them for each and every referral. If they are a client who has just purchased something from you, and they’re happy, that is the time to ask for the referral. The third way is to educate the client as to why they should give you referrals. If you have a referral reward program you need to explain to them that there is a benefit to them. The fourth way is once you’ve got that referral you need to follow up on the newly referred prospects. The fifth way is to thank and again reward those who refer you. If they refer you and you do have a referral reward program, don’t forget to say thank you. Don’t forget to immediately send them their gift or whatever form of acknowledgement. You want to acknowledge and reward the behavior that you want more of.



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Five Reasons Why Your Efforts Might Be Failing The first is you’re not talking to the right people. The second is you’re not asking for referrals at the right time. Maybe they would give you a referral but your timing is off. Third is you’re not educating people as to why they should give you referrals or why they should refer business to you. And if they don’t understand why or don’t see a benefit to it, it’s not going to happen. The fourth is failing to follow up on prospects who have been referred. You can get a lot of names and a lot of referrals, but if you don’t follow up with them it’s not going to be effective. Fifth, you fail to thank the client who does the referring. If you do these things, they can be some of the quickest, fastest ways to double your business. Some companies double and triple their business simply by implementing a referral system into their business with their already existing clients. When they no longer look at every service that they provide, every product that they sell, as a transaction and look instead at relationships, business increases. Your best unpaid sales force is your existing clients. And when they refer you and you give them personal thanks, or a gift, or acknowledge them in your newsletter, you will begin to see the amazing synergistic multiplying effect that these small, simple steps have on creating tremendous company success.

Exercise: Ask for Referrals Now that you have a strong referral program, it’s time to launch it. Write down the names of your existing clients who you can ask for referrals. __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ Let them know that you’ve developed a referral reward program and explain what it is. Then, of course, thank them in advance for their participation.



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The No-Maintenance Money MachineTM: Consumer Awareness Guides Session Nine This session covers the trademarked process called the No-Maintenance Money MachineTM— Consumer Awareness Guides. What is the difference between a consumer awareness guide and a brochure? There are many companies that offer a brochure. You go to the yellow pages and in any particular classification the ads generally will tell people to call for a free brochure. They all look alike. What this session talks about is a consumer awareness guide. If someone actually has in their ad to call for a free Consumer Awareness Guide, it differentiates them from everybody else. The mere name A Consumer’s Guide to _______ is different. It speaks to consumers. And instead of it sounding sales-like, it tells prospective clients something educational—you’re giving them information.

Why Brochures Don’t Work The first thing is that they immediately yell out THIS IS A SALES MESSAGE. When someone thinks you’re trying to sell them something they’re much less receptive. Even if you have exactly what a prospect needs, if they think you’re a salesperson it will be difficult to get through to them. A brochure is immediately recognized as a sales message. It’s fancy, but it’s boring. Also with brochures you can’t cheaply and easily change your messages. Fancy four-color brochures are usually very expensive. And normally you have to get at least 1,000 or so printed at once in order to even get a good cost. But then you have your money tied up in inventory. Things can change quickly in business. With a Consumer Guide, you can make those changes easily. Maybe you decide to offer a new service or discontinue a particular service. Or say you have a company brochure and you’ve got your whole staff listed on it. Then you decide to let someone go, and now you have a warehouse full with 10,000 brochures that are pretty obsolete. You can’t change them easily without losing a lot of information. Instead, have a printed device that you can easily change and that you can print in small quantities so that you don’t tie up a lot of money. Then you can redo it and update it whenever you need to. So that’s one benefit. Another disadvantage of brochures is that you can’t cheaply test them. Remember, you should always test, test, test everything that you do because then you know if it works or not. That’s the great thing about this type of marketing—everything can be tested without spending a lot of money. If you just go out and spend money on brochures you have to get a lot printed at once and then if it doesn’t work you’ve wasted a lot of money. If your letter or your consumer guide didn’t work as well as you like you can easily improve it. There’s no waste.



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Consumers Guides and letters and Free Reports always get a better response. The reason is that they look and feel personal. People think of Consumer Guides as personal and brochures as sales. They think of Consumer Guides as educational and brochures just giving a little bit of information about the company but really trying to sell them something.

Exercise: Create Your Consumer Awareness Guide The following pages are a Consumer Guide Generator Worksheet. As you complete each step you’ll be able to quickly and easily create the content for your Consumer Guide or your Free Report.



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When somebody reads your Consumer Awareness Guide it literally, in a matter of seconds, plants a seed in the prospective customer’s mind that they never even would have thought of. Now when you use this type of guide, no matter what type of business you’re in, you create immediate rapport. Regardless of whether people choose to do business with you or not, what you’ve done is a service for them. In your guide you’ve given them the information that they need to make an informed, intelligent decision. Someone who reads your guide or listens to this same information on a Consumer Awareness Message is more likely to do business with you than your competitor. Once you have a Consumer Guide, it can become your script for your Free Recorded Message or vice versa. You’re actually helping consumers, and you’re doing it in a very nonthreatening, very ethical way. Because you’re the one who is sharing this information with the consumer, they look to you as the authority. They look to you as the one to trust because you are probably the first company that has ever educated them about how to purchase your product or service. That’s why this is such a powerful concept.

Sequential Mailing We mail out letters, we mail out Consumer Awareness Guides, and we send out Free Reports. But when we don’t mail a second and third letter, we’re literally leaving half of our profits behind. Half the business comes after sending a second and third letter. You’re just walking away from the business if you don’t follow up. If you’ve done something successful, meaning you sent out a letter, a Consumer Guide, or any sort of promotion, and you actually brought in business, then you want to repeat it to everyone who did not respond to that particular offer. If you sent something out and it didn’t work, then that’s an indication that you need to change the message or you need to change the media. Many people make one attempt at something and if it doesn’t work, they give up and say, “Well, I tried that and it didn’t work.” The fact is, if someone has succeeded with it, then you can too. If you didn’t do it exactly like the other person who’s having success with it is doing it, then you didn’t try it. You tried it your way. There’s a big difference. Everything described in this program works. To say that yellow pages don’t work or to say direct mail doesn’t work or sending out a postcard doesn’t work, it’s like saying that planes don’t fly. You know planes fly. Planes fly every day. Until flight was proven to work, there were a lot of naysayers saying that flight was impossible. Conversely, whenever a plane goes down in a crash, there are people who say that flight doesn’t work. Look, there’s one crash. They might say the same thing about a sales letter or an ad. They judge everything on that one event. When your advertising or promotions that you’ve tried in the past did not work, don’t blame the media. In most cases it’s the message.



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If you don’t really know what caused it to not work you can only blame the person who wrote the ad and decided to run the ad. You just can’t say that direct mail doesn’t work or Consumer Guides don’t work or sales letters don’t work because if these things didn’t work, you wouldn’t receive them in your mailbox every day. People wouldn’t have telephones. People wouldn’t run radio ads. People wouldn’t run television commercials. Those things obviously work; it’s a matter of you learning how to make it work for you and how to apply it to you. So, if you’ve ever done any sort of promotion and you’ve had success with it, one of the best ways to guarantee that you will have more success with that promotion is to repeat it. If you send out a direct-mail letter and it works, mail the same letter again a week or two weeks later to everybody that didn’t respond to it the first time. If it works, mail it again and again.

You only want to repeat things that you’ve had success with. How to Create a Successful Letter The headline is very important. Headline: “You’ve won one room of FREE carpet cleaning.” There’s the free offer immediately in the headline.

Dear friend, Your neighbor, Judy, who lives on Elm Street, just had us clean her carpets. Her comments: “Absolutely stunning. I didn’t know my carpet could look so clean. It’s like new again. Thank you, thank you.” [And then you say,]

Hi, I’m Joe and this is a typical reaction of my clients. Judy was so delighted that she wanted to give all her neighbors a free gift. Congratulations, you’ve won. I don’t give free carpet cleaning away to just anybody. I’d be out of business if I did that. But since you’re a neighbor of Judy I knew you were worth it. Since I don’t know you yet, I’d like to get to know you by giving you another free gift, a free 15-minute carpet audit. I will come to your home and audit your carpet for free. That’s right, there’s no cost and no obligation of any kind. Here’s exactly what I’ll do. And then it goes into saying first I’ll cover any problems your carpet has. I’ll calculate the wearage of your carpet, I’ll determine if your carpet is in good health, with a supporting paragraph explaining all of it. Then it makes an offer at the end. And this is a letter. It offers a free room of carpet cleaning and a free audit. It’s a very powerful offer that works extremely well. Then it’s sent out in a neighborhood. There will be a certain percentage of people who respond. It could be anywhere from 2% to 10%, depending on the area. www.joepolishrecommends.com


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Now for everyone who doesn’t respond, two weeks later comes letter number two. It says at the top: Second Notice, you must claim your prize by the expiration date.

Dear friend, Hi, it’s me, Joe again. About two weeks ago I dropped off a letter to you telling you that you had won. You’ve won one free room of carpet cleaning. Your neighbor Judy was so kind to convince me to give this to you. You see, she was so amazed at how I made her carpet look like new again that she wanted you to have that same wonderful feeling. I can hardly believe I haven’t heard from you. In fact, I’m shocked. Well, you’ve probably been busy being pulled in 63 different directions at once. You barely have time to eat, let alone think about your carpet. I know, I feel that way, too. But…your prize expires on [so and so date]. Now that’s letter number two and it continues with pretty much the same stuff that was in the first letter. See, you don’t need to write a whole new letter; you just need to add to it. You’re going to get a certain percentage of prospects who respond to that letter. If they don’t respond to the first and second notice, then you put out the third notice.

Dear friend, This is Joe, disappointed. I’ve dropped off two letters for you telling you about the prize—you’ve won one free room of carpet cleaning and a free 15-minute carpet audit. I’m truly sad that I haven’t heard from you. Your carpet needs help. If you’ll take just 15 minutes of your time, your carpet will be forever grateful and it won’t cost you a cent. And then you have until the date, which is the expiration date to claim your one free room of carpet cleaning and get a free 15-minute carpet audit. [And then it goes over the same offer again.] The whole concept of using multi-sequence mailings will make any of your promotions successful, and you don’t just have to apply it to direct mail. It could apply to postcards or emails or faxes. This is a marketing secret that will make you a lot of money if you use it. The great thing about it is it’s ELFTM because you don’t have to change the message all that much. Minor tweaking is all you need and you can use it over and over and over again. You can go into multi-sequences as many times as you want ... as long as it's still generating you a profitable response.



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Exercise: Write Your Sales Letters In this exercise, you’ll practice writing three sales letters. You’ll create a compelling headline (that captures your free offer). In the body of your letter, make sure that you describe your free audit, and include a testimonial. If you don't have one, refer to Session Thirteen to create a system of gathering these. Headline:_________________________________________________________________________________ Body of letter #1: __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________

Now, create letter #2. Remember to keep the main components the same (the headline, free offer, audit, etc.). Just change the text to reflect that the prospect hasn’t taken you up on your offer yet. Headline: Body of letter #2: __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________



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Finally, create letter #3, using the same technique you used in the previous two letters. Headline:_________________________________________________________________________________ Body of letter #3: __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________



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The Margin MagnifierTM Session Ten There are four M’s that you need in business: Management, Marketing, Margins, and Model. The next two sessions talk about margins; meaning you have to be profitable. A common question most businesspeople have concerns how much they should charge for their product or service. Most people come up with prices by looking at what the competitors are charging and using that as a baseline. Then, they either charge the same, less, or maybe a little bit more if they do more service. That’s not a smart way to set price. You have to be able to price your service in a manner that people are going to want to pay for it. The formula for how much you charge for something is based on your ability to sell it. That’s how you come up with what you charge for something. So it only makes sense that the more you know about sales and marketing, the more you get skilled in those areas, the more you can charge for what you sell. It’s as simple as that. What You’re Selling versus What They Are Buying There is a difference between what it is that you’re selling and what it is that the client is actually buying. The difference is their perception. These sessions will give you some philosophies on how to think about pricing and how to charge more and why you should charge more and why it makes sense. Not just so you can just make more money, but just so you can allow yourself to actually deliver more value. Most people can increase their prices and not lose any clients. This is the one thing that creates instant ELFTM for most businesses. There are five ways to differentiate yourself to justify raising your prices. The first difference is product. You might offer a different product than your competitor. The second is the process. Let’s just use a real simple example of the carpet cleaning industry. That would be a cleaner who would clean a carpet one time versus maintenance cleaning or selling for health versus just selling for appearance. Both of those are completely different premises. One will get more money than the other. The third is personality. You can sell based on your personality. If you think of Richard Simmons, or if you think of just one of our cleaners in the cleaning industry—we have one guy who calls himself the King of Clean. He’s created a personality for himself. The fourth is service. Think of Fed Ex or of Lexus. And the fifth is marketing. Marketing is what you utilize in order to offer more perceived value and to establish why someone should pay this price for this particular product or this particular service. And the better you sell, the more money you make. And remember, if everybody bought by price, everybody would drive the cheapest car, they’d wear the cheapest clothes, they’d eat in the cheapest restaurants, and they’d have the cheapest things. www.joepolishrecommends.com


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Exercise: Be Different Which of the five ways do you differentiate yourself from your competition? Is it your product, your process, your personality, your service, or your marketing? Give some examples of how you are different: Product:................................................................................................................................................... Process: ................................................................................................................................................... Personality: ............................................................................................................................................. Service: .................................................................................................................................................... Marketing:...............................................................................................................................................

Price versus Value Price defined mathematically means how much something costs. Value is what you get in relation to what you pay for. A lot of people in business don’t understand how much their net is. They run their business based on how much they’re grossing and they brag about it as if that’s some big deal, when in reality the only thing that really matters when you’re looking at your financials is how much money you’re putting in the bank. So if you really want to have longevity in a business and a great lifestyle, you’ve got to make sure that you’re making a net profit. People who are paying premium prices have a different set of expectations. Remember when we talked about the Happy Client ExperienceTM? People have expectations. And people are going to be either unhappy, they’re going to be satisfied, or they’re going to be happy with a smile on their face. If you want to charge premium prices you have to realize that you’re going to be dealing with a different set of expectations. Nobody pays premium prices for delivery problems. Delivery problems are defined as anything that has to do with getting your product or service into the hands of your prospect and client. And so if you screw up delivery one time, your client, in many cases, is going to go looking for a different source to get that service. If you want a guaranteed way that you can lose sales, then mess up delivery. Just make sure that something goes wrong between when they buy from you and when they actually get it.

If you want to sell at premium prices then you need to make your delivery problems go away.



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The Surprising Solution If you want to clear up those delivery problems then raise your prices. Most delivery problems are aggravated and created by prices that are too low. When people charge prices that are so low that they can barely make a profit, then they’re forced to not deliver the best quality of products or services as they can. If you want to sell to high-end clients, if you want to charge the top prices, you need to ramp up your level of service and the quality of your products. The solution is to charge more money so that you can make more money so that you can deliver a better product. It sounds simple and it really is if you look at it from that standpoint, and it’s amazing to me that most businesses just absolutely don’t understand and get this.

Exercise: Raise Your Standards In this exercise, you’ll identify any delivery problems you might be having. Are there times when your service or the quality of your product could have been better? When? __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ Could raising your prices have prevented these problems? A lot of business owners are scared to death to raise their prices because they think that if they raise their prices that they will lose their clients. Study after study has shown that individuals do not buy based on price. As a matter of fact, price is one of the least important things in terms of dealing with an individual or a company. Confidence is very important, as are selection and convenience. There are three things that can happen if you raise your prices: sales will go down, sales will stay the same, or your sales will go up. Yes, sales might go down. But unless you lose more than what your profits would dictate, it only seems to make sense that raising your prices in all cases is a very smart thing to do. Raising your price a little, and possibly losing a handful of clients, you will still end up with more NET profit in your pockets and a bit more time freed up to spend on serving the clients staying with you. It’s also possible that your sales will stay the same. If your sales stay the same but you’re charging 10% more, you have just added a tremendous amount of money to your bottom line. Money that goes straight into your bank account. What is most likely to happen if you raise your prices by as little as 10% and don't lose any clients, is that you will increase your NET profit by as much as 80%. Work the numbers on your current net profit margin and what a price increase would do to that net profit amount you will be amazed at what you'll discover when you do this.



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With everything that you are learning and have learned with ELFTM marketing and with Piranha Marketing, you now have an arsenal of ways to educate clients, build value, guarantee your services, a variety of processes and methods and strategies that you can utilize to increase the perceived value and the amount of people who are doing business with you anyway. Most people have a perception that the more expensive something is, the better it is. The best offer is when the perceived value is greater than the price. It’s so much easier to sell at premium prices, when the value is greater than the price. You need to actually package things and show things so that it makes it very clear to the prospects and clients that what you are doing greatly outweighs the amount of money that you are asking.

How to Build Perceived Value • • • • • • • •

The Audit Power Point presentations Consumer Awareness Guides Free Recorded Messages Monthly Client Newsletter Confirmation Letters Powerful Guarantees Utilizing Superior Equipment and Resources

Everything that’s been covered in this program really sets the stage for having a high perceived value versus a low price. You’ve got to realize that you are not your own client. Some people have clients who actually have a better lifestyle and make more income than they do. One of the challenges in this situation is the businessperson thinks, “I wouldn’t pay that much money for this service, so I certainly can’t charge this money for that service.” You’ve got to get that erroneous thinking out of your head—especially if you’re selling to people who make more money than you do. Frankly, you always want to be selling things to people who make more money than you do. Why? Because those are the people who can afford your services and those are the ones who will buy it and those are the ones who are interested. You always want to look for better clients. Ask yourself: • How can I increase this level of perception? • How can I increase this level of service? • How can I increase this level of experience?

It’s the same reason why Starbucks charges more for a cup of coffee than a convenience store charges for a cup of coffee. They are providing a completely different experience.

All price resistance is in the mind of the seller, not the buyer. www.joepolishrecommends.com


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The Margin Magnifier (Continued) Session Eleven Price cutting is a self-inflicted wound. Your competitors do not lower your prices; your customers do not lower them. You do it. You write the bid, you publish the price, and you put it in your advertisement. If your competitors’ prices are lower than yours, that is their problem, not yours. You’re the one that tells the printer what to print on your price sheets. If you’re not happy with the price you are charging, then change it. Don’t complain that the clients only want low price or that your competitors are forcing you to lower your prices. You’re the one that put the bait on the hook to catch those fish. If you want a bigger fish, you’ve got to bait the hook with something that appeals to the kind of fish you want.

Exercise: Low Is Not the Way to Go Reflect back on a time when you cut your prices to “be competitive.” What happened? Was the experience ELFTM? Did the client really appreciate the discount, or did he or she feel they “got what they paid for.” Did you enjoy the work? Describe that here: __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ Now think of a time when you may have charged a higher premium than you were used to. What was that experience like? __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ You want you to have the type of client who you enjoy working with, where you can deliver the type of value you want to deliver, and get paid well for it. So don’t go after people that you don’t make a profit from. If you want to do charity work, do that separate from your business. Your business is not a charity, unless you’re in that type of business. You are working so you can live a certain type of lifestyle that creating value for the world will allow you to have. If your customer truly needs a low price then you really can’t afford to sell to that person.



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I Can Get It Cheaper Down the Street Sometimes you will hear a prospective client say, “I can get it cheaper somewhere else.” There are three reasons why they really can’t get it down the street for a cheaper price. • One: they’re lying about the price. They’re really just negotiating with you. When the only basis that the customer has to go off of is price, then of course they’re going to choose the lowest price. Well, once you understand other things that differentiate it, then you can charge a higher price. • Two: the same stuff isn’t available right now. Maybe they can get it down the road for a lower price but it’s going to take three weeks for that stuff to show up. You got it right now. Same stuff isn’t available. • Three: It isn’t the same stuff.

Another possibility is that they really can get the same stuff down the street, but either they don’t want to get it there, they better not get it there, or for some reason they can’t even though it’s available. That usually has to do with customers that have been such a pain in the butt somewhere or have not paid their bills or their credit is past due. These are usually people that have somehow taken advantage of a business owner and as such, the owner is unwilling to sell to them. So when someone says they can get it down the street for a cheaper price, your response should be to tell the person to go ahead and get it down the street for a cheaper price. You’re in business to actually provide value and live a lifestyle and make a profit. And if you can’t do that with them, you’re just not going to sell to them. It’s as simple as that.

Nine Reasons Not to Deal with Price Buyers • One: price buyers they take up all your time. They take up all your sales time. You can spend hours and hours trying to sell somebody and just negotiate and negotiate and negotiate. They take up all your sales time. • Two: they do all the complaining. The people who try to get a cheap price or to get something at a discount are the ones who do a majority of the complaining. • Three: they “forget” to pay you. • Four: they tell your other customers how little they paid you. They brag about it. • Five: they drive off your good customers by talking about what they paid. • Six: they’re not going to buy from you again anyhow because once they find a lower price than you they’re going to go somewhere else. If their only loyalty is price, they’re going to buy from you once, which is the most expensive cost of acquiring a client, and then they’re going to go elsewhere. • Seven: they’ll require you in some cases to invest up to supply their needs and then they’ll blackmail you for yet a lower price. Some clients will promise they’re going to purchase all kinds of things from you and if you’re in a service business or a manufacturing business, you could sometime invest thousands of dollars in the hopes that you’re going to acquire this big client that’s going to buy all kinds of stuff. Once you’ve put up all that money, then they just chisel you down on price and pretty soon you’re in a worse position that you were if they www.joepolishrecommends.com


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never would have tried to buy something from you. • Eight: they’ll destroy the credibility of your price and your service in the eyes of your clients. • Nine: they will steal any ideas, information, and knowledge that they can get their hands on. Those who pay the most are the easiest people in the world to deal with. They will give you referrals, they’ll give you testimonials, and they will create an ELFTM business. It will be easy, lucrative, and fun if you focus on those who will pay premium prices.

You want to define the type of client who you want to have a relationship with.

Exercise: Your Ideal Client Write down the qualities of your ideal client. Include things like how much they pay for your product or service, their attitude, and other qualities. __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________

It’s All in the Packaging Packaging your services is great way to increase your average sale and increase your prices. A great way to look at this is some businesses sell a la carte versus cafeteria style, where you put everything together and you charge a higher price versus selling it one at a time. In some cases it makes sense to unbundle some of your services and sell them for a higher price. Other times it makes more sense to package up a variety of services so you can have a higher sale. This isn’t volume just for the sake of volume. Volume means more work. It doesn’t necessarily mean more money. So if you’re going to add things together you want to correspondingly also increase the price that you charge for something. In many circumstances we’re conditioned to ask for two or three different quotes. If I ask you to pick from a small, a medium, and a large, what would you go for? Most people would pick the middle. What you can do is you can move your high price packages to the middle, which makes it more reasonably priced and include a new high price option. This makes the regular option, which was the high priced one in the beginning, look less as the middle option. It makes it look easier. Most people will choose the middle option. www.joepolishrecommends.com


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However, there are a certain percentage of individuals in the world who always want the best. They always want to pay the premium regardless of what the premium is. And on top of that, instead of people having the choice of yes or no, you let them choose between you, you, and you. Give them a variety of different prices, but not too many where it becomes complicated. There’s a certain level of pride in spending. When people buy something that they think is really cool, and really exclusive, there’s a certain pride that they feel just by being able to spend that and being able to be associated with that.

Exercise: Package it Up In this exercise, you’re going to look at the products and services you offer and see if it makes sense to bundle some together. Are there others that are bundled that you could charge more by breaking apart? Brainstorm those ideas here: __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________



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The Lifetime Value Creator Session Twelve The next session is the Lifetime Value Creator. It’s about mining for gold in your existing client base. It is five to six times more expensive to get a new customer than it is to sell to an existing customer. You will always make more money off a continuous relationship than on a one-time sale. Stop chasing new customers if you’re neglecting your existing customers. That’s where the gold is. You need to nurture your customer base and your business will flourish. The majority of businesses spend most of their time chasing after new customers and they neglect the ones that they have all the time. This is like going out on a great date with somebody and at the end of the night when you’re kissing your date on the cheek and saying you had a wonderful time, you’d like to see them again, but telling them you’ll call in six months, or maybe never call them again. In fact, it’s really up to you to come chase me down. You would never do that and expect to get another date with somebody, but people do it every day to their existing clients and customers. Think about all the businesses and people that you’ve done business with. Ever had any sort of follow up or contact with you after you did a purchase with them? Usually, you never hear from them at all.

The “I Miss You” Letter If you’re guilty of this as well, the solution is as simple as sending an “I miss you” letter to people who you have done business with in the past who you might not have kept in contact with. It’s a very simple letter that contains the following elements. It starts off with a headline, giving away the free offer. Then the body of the letter goes like this: Dear Judy, This is Joe, owner of ABC carpet cleaning company. You’ve won one free room, up to 200 square feet of carpet cleaning, absolutely free, no strings attached, no teeny-tiny little print. One free room. A coupon is enclosed for you to redeem. I miss you. You’ve gotten your carpets cleaned by my company before, but you haven’t in a while. I miss you. Don’t you remember how your carpet looked when we cleaned it last time? It looked practically brand new, clean, fresh smelling, crisp. It was fantastic. I know it’s been quite a while since you’ve gotten your carpet cleaned, or you insert whatever amount of time. Too long. You know you should but… This letter works fantastically well in a variety of different businesses. Some businesses have received upwards of 30% response just from sending this letter. Meaning, they mail a letter like www.joepolishrecommends.com


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this to 100 of their past clients and 30% respond. The typical is a 5, 10, 12, 14% response rate, which is phenomenal in most cases. This is not cold direct mail. This is going to people who already have a relationship with you and with whom you’ve done business. And of course, the presumption is that they were happy with the service that you provided last time. A lot of the effectiveness of this particular letter is based on your relationship. If you want to have the highest possibility of success with any sort of marketing message, then it’s most likely going to be to people who have done business with you in the past. They already know who you are, and if you provided something that they like and they appreciated it and you left them with a Happy Client ExperienceTM, you will see a cash flow surge. Response rates are irrelevant. The only thing that matters is return on investment. Some people go broke at 10 percent response rate and get rich at a quarter percent response rate. It depends on what they’re selling, how much it cost to do the promotion etc… Look at the return on investment. Also, if you’re in any sort of business where you can actually send a reminder, then do that. There are companies that can program in advance personalized post cards to be sent out years later. You can send out birthday cards, or any sort of contact with your existing client.

Exercise: I Miss You In this session, you’re going to brainstorm some ways to stay in contact (or re-establish contact) with your existing client base. Use the ideas presented here, but also come up with some creative ones of your own. Don’t worry about whether your idea is feasible at this point, that will come when you test it. Just have fun coming up with ideas for mining the gold in your client database. __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________



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Ongoing Maintenance Programs Another way to stay in contact with your clients is through an ongoing maintenance program where you actually provide the service on an ongoing basis and you do it through a membership or a subscriber service. This would include anything in your company that you can set up where people will be provided with a product or the service automatically. It’s a great way to increase the average sale of a particular client. And it’s also a great service for the client, because then they never have to worry about calling you or having to go find that particular type of service. Any way that you can structure your business to not be a transaction sale, but to be a continuity sale, it can make you a lot more money and it can provide a lot more value for your clients.

Client Newsletters Client newsletters are the easiest, most lucrative, and perhaps the most fun tool out of everything shared with you to this point. It isn’t high tech, you don’t need to build an elaborate website, you don’t need some expensive technology. It’s literally putting together, in most cases, a four-page newsletter, 11 X 17 piece of paper, double sided, folded in half with inserts, and mailing it out on a monthly basis to your existing clients. The way that we recommend you do it, it’ll cost you between 75¢ to $1 per piece, depending on the inserts that you include, for printing, postage, mailing, the whole works. Those who use this make returns that are anywhere from 1:2 (meaning for every $1 they spend on it they bring in $2), to as high as 1:50 returns on the newsletter. This happens consistently, month after month after month. It just makes money and it builds referrals, and it increases the frequency of when someone does business with you.

Direct-response mail is designed to get your name out there and get a response back. When you send out a newsletter it should be filled with “response mechanisms.” These are drives to websites, drives to Free Recorded Messages, testimonial contests, referral rewards. You can actually include the names of some of your best clients who have referred you. You put a 24-hour Free Recorded Message to hear about additional services that you provide. You have eavesdrop lines where you can put a 24-hour recorded message where people can call and listen to the actual recorded comments from your clients who have done business with you and utilized your services. There are special offers that are put in there with buy one get one free, or a special introductory of a new product or service that you may be offering. The way that it works is it deepens the relationship with your existing clients.



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There’s another way to use your newsletter, too. If you network at all, if you have people who are referring you, if you’re part of a network group, if you are part of any organization where you come into contact with people, you can also mail this newsletter to your network. The Direct Marketing Association has found that 74% of consumer decisions are made by either someone who they know or have done business with in the past or someone who they trust has recommended. Which means that roughly 26% of people really are looking in the phone book for a new company, or don’t have anyone that they can ask for a recommendation. Sending out a newsletter is the most affordable and most profitable way to communicate with your clients. And now if you work the numbers, the return on investment of using a directresponse newsletter is highest of almost all marketing methods. You can also get other companies to do inserts, or you can feature them in your newsletter, or even have them sponsor your newsletter. You can actually cover the cost of mailing your newsletter each month by getting a sponsor for your newsletter. You might even make money from the sponsorship. It’s almost like selling advertising space.

How Often Should You Send Your Newsletter? In research with hundreds of clients in a variety of different industries who have tried it quarterly, twice a year, once a year, and monthly, the monthly always outperforms less frequent contact. It’s a proven immutable law of sending out client newsletters.

To Whom Does the Newsletter Go? Send it to active clients. Also your sphere of influence—friends and family and so forth. Send it to particular geographic areas where you’re generating business. New residences are great ones; you can get lists of individuals who have moved into an area. You can send a client newsletter to those individuals. They will be needing your services. Also send it to anyone who has the capacity to send you referrals. Understand it will cost you about $9 a year to send it to this person 12 times, but they probably only need to do business once to justify that cost. It is an absolute no-brainer—the number-one marketing tool for some of the most successful people on the planet.



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Exercise: Start Your List Who in your existing database can you re-establish contact with? Who outside your database can you initiate contact with? Write their names here. If you have an old mailing list or contact database, you can mine through there as well. __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________



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The Testimonial Tidal WaveTM Session Thirteen This session is about letting others do the selling for you through the power of testimonials. These are systems for requesting, collecting, and leveraging your client testimonials to create a flood of new repeat and referral business. It’s important to know whether you are legally allowed to use testimonials in your marketing, however. For example, at the time of the recording of this program, registered investment advisors cannot use testimonials in their marketing and promotion and in their advertising. Even if you are in an industry that doesn’t let you use testimonials, go through this entire session because there are ways that you can still leverage and benefit from testimonials. Frankly, the majority of people listening are going to be able to use testimonials all the time. When you hear a testimonial, when you read a testimonial, it moves you to action. It is an incredibly underutilized tool in the world of business. If you don’t know how to write really compelling copy, if you don’t know how to construct a really powerful message about all the wonderful benefits and services of your particular products or services, your clients will write them for you. This is another reason why it’s crucial that you deliver a Happy Client ExperienceTM. One of the best ways to maximize the referrals, maximize the repeat business, maximize the client satisfaction, and exceed the expectation is through testimonials and asking for them.

Three Reasons Why People Won’t Buy There are only three reasons why someone might not buy from you. Either they aren’t interested, they can’t afford it, or they don’t believe you. Most businesspeople have had the experience where they have offered their products or service to someone who either lived in a really nice home, drove a really nice car, or had every appearance of being able to afford what it is they were selling, and in many cases they absolutely knew this person could afford what it is they were selling. But when they were selling them, the person said, “I can’t afford it.” What this really means is they don’t believe that your product or service is worth what they’re going to get back in return. It’s simply that they don’t believe you. They don’t trust that when they buy something from you, they’re going to get something in return worth the money that they put up for it. This is why it is so vitally important in marketing to have testimonials. When somebody says something about you, it immediately raises you in the minds, in the eyes, of prospects everywhere.

It’s not “will it work or not,” but “will it work or not for me.”



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Believability happens once you can show similar people using your product or service. It’s not about credibility, it’s about believability. For example, look at all the junk food that is sold. Look at all of the alcohol and cigarettes and all of these things, because people believe if they make these associations with things that are clearly bad for them that they’re somehow going to have a great time while they’re participating in this. That’s believability. People see others who are similar to them (or who they would like to be similar to) engaging in these behaviors and apparently having fun, and they believe that they will have fun too. It’s not factually correct, which is credible, but it’s believable. When an individual requests information, consider the strength of this: instead of sending out a color brochure just like everybody else does, you send out a stack of testimonials talking about how your particular company is doing a great job. That is overwhelming proof; it is a preponderance of proof that is absolutely powerful. Don’t just settle for one or two. Get as many as you can! You can never have too many testimonials. If you are in an industry where you cannot use testimonials in your marketing and promotion, there still is a huge benefit to using testimonials and capturing them. The reason that you want to capture the testimonials is because it will give you enormous insight as to what it is that your clients like about you. When people write you comments and say, “I like you. You did X for me. This is the result I got out of doing business with you,” it gives you an enormous amount of clarity about what your service is providing for people, and you’re seeing it and understanding it through the eyes of your client, not through your own eyes. Then you’re able to put that comment not in their words but you can write about it in your letters, and in your Consumer Awareness Guides. It’s really beneficial to hear the positive feedback from your clients, not only because it will give you clarity on your business but it will also give you enormous confidence. It’s very beneficial for your staff and for your support team to read the comments that other people say about you because that gives your entire company a level of confidence and it helps build a stronger culture when people see that other people really appreciate the value that you create for them. Not only is a testimonial valuable to you, but it is also valuable to the person who wrote it. By writing the testimonial, it is more likely that they will continue to buy from you because they have put it in writing that they like your service or product. People want to be consistent, and so they will likely continue to be your client.

What others say about you is infinitely more believable than what you say about yourself.



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How Do You Get Testimonials? Testimonials come in many forms. Included here is a testimonial questionnaire that will help you gather the right kinds of testimonials. Now the important key is will the question that you ask get the answer that you’re looking for? If you want people to say favorable things, you need to structure the question to them in a way that gets the answer that you’re looking for. The testimonial form contains useful, simple questions that will generate very positive comments from your clientele.

SAMPLE TESTIMONIAL FORM Name: ..................................................................................................................................................... Address: .................................................................................................................................................. City, State, Zip: ...................................................................................................................................... Occupation:............................................................................................................................................. How many times have you used our services? .................................................................................... What is your overall feeling about our company? .............................................................................. Describe in detail a specific experience with us that you were happy with: ................................................................................................................................................................. ................................................................................................................................................................. ................................................................................................................................................................. ................................................................................................................................................................. Describe the one or two benefits that you have gotten from us that you value the most. Explain specifically what you’ve gotten out of them: ................................................................................................................................................................. ................................................................................................................................................................. ................................................................................................................................................................. ................................................................................................................................................................. ................................................................................................................................................................. Thank you very much. We really appreciate your honest answers. ____ I do NOT mind if you use my name in any of your promotional material(s). Signature................................................................................................................................................. Date .........................................................................................................................................................



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Video Testimonials Videos are compelling, testimonials are compelling, the before and after is compelling. Seeing people get results is compelling. You can combine them and get really powerful results.

How to Utilize Testimonials One way to use testimonial letters is to actually take the comments from your happy clients, put them in the form of a letter, and send that out in your marketing. That becomes one of your promotions. Another way to utilize testimonials is eavesdrop lines where people call and listen to the actual comments of people who have done business with you. You can collect voice testimonials by setting up a 24-hour recorded message line and have your clients call in and leave messages right on the message line. And then once you’ve captured the message, you just put it right onto the Free Recorded Message. Very simple to do, very powerful. Keep a digital camera with you if you’re in an environment where you can actually go out and take pictures of your happy clients that you can use in your materials. You can put together a book of testimonials. This can be something as simple as a three-ring notebook or a nice leather-bound one. It doesn’t really matter, as long as you have one. Then you can take this testimonial book to every job, every audit, and every presentation that you perform. You should also have these testimonials in a Power Point presentation. You can put it up on your website. You can email it to people and encourage your prospects to look through it if you’re in person, look through it. This will dramatically increase your conversion rate of prospects into clients. Share it with your existing clients, too. Every time that you do business with an existing client, it will just reinforce their belief that they’re using a great company. For instance, you can take pictures of all your clients and put them on a wall in your office. When clients see this, it just reinforces your company as one that they’d like to do business with. You can use direct mail. This can include testimonials in letters, postcards, newsletter columns, inserts; you can use it again in email, which can be a sequential drip system to prospects or referral sources. Say for instance you have a prospect. One great thing to do, you can either do it through postcards, you can do it through letters, you can do it through email, you can just drip on them constantly, just reinforcing. Here’s what someone like you has to say. Here’s what someone like you has to say. It’s very inexpensive and a very powerful drip system of testimonials really helps close a lot of sales that otherwise would never have happened. You can use photo testimonials—custom postcards and website photos. There are services where you can upload actual photographs to a company that prints postcards and mails them out for you. You don’t even have to touch them. You can schedule the mailing of these in advance and use them for prospecting.



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You can even voice broadcast testimonials. You can take excerpts from your eavesdrop line, which is your Free Recorded Message testimonial line, and you can actually send that out to your clients. Audio testimonials. You can create CD’s. You can create tapes, you can put it on a website. You can put it in Power Point presentations where people can actually hear and see visual testimonial messages. You also want to target market-specific campaigns. If you do endorsements for instance, you do endorsement testimonials similar to prospects. For example, a realtor testimonial sent to other realtors. If you have a realtor who is recommending your carpet cleaning services saying, “I’m a realtor, this carpet cleaner did a great job,” and you then send that testimonial of that realtor to other realtors. Same with a doctor. If you get a testimonial from a doctor, you can send it to other doctors to recommend your services. You want to think about how to use it in target markets and endorsement relationships. Once you’re utilizing testimonials, you can take it to the next level and create champions. Champion creation is where you leverage your happy clients to the hilt. This basically means their own testimonial reinforces their own opinion that you’re the best and it makes them communicate that to many more people. And now as a champion, these people are your unpaid sales force, which is the ultimate in a no-staff selling system. One of the best ways to get leverage out of your testimonials is to constantly let everyone in your organization utilize them, see them, read them, and hear them. It builds confidence. The more confident you become, the better job that you’re going to create.

Exercise: Start Your Testimonial Tidal Wave Step One: Work through the Testimonial Questionnaire if you haven’t already. Step Two: Identify people who can give you a testimonial. Write their names here: __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ Step Three: List the ways you can leverage the testimonials. Review this module and write down the strategies that appeal to you. __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________



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The Message Multiplier SystemTM: Conducting Teleseminars Session Fourteen This session talks about the Message Multiplier SystemTM. It’s an amazingly simple way to reach as many people as you want at the same time. The system is sometimes called a Teleseminar or a teleconference. It is a seminar by telephone. It’s the equivalent of conducting a seminar, and it can be to a small group of people or it can be to hundreds if not thousands of people over the telephone. The advantage is that you don’t have to get a hotel, you don’t have to get a big room, no one has to travel anywhere, and it’s simply available through a telephone. Individuals in the comfort of their own home can call a number and be joined by hundreds of others of people at the same time, or as few as two people. They can do it completely anonymously. Individuals who are your clients or your prospects can be invited to a Teleseminar with the pitch saying, “You can join this Teleseminar . You will learn the secrets of blank and we won’t even know you’re on the call. You’re completely anonymous.” It takes away any sort of barriers for an individual to respond to get additional information from you.

Two Ways to Use Teleseminar You can use Teleseminars to actually sell and introduce and educate prospects on some of the services and the products that you offer. Or you can actually deliver some of your services via Teleseminar. If you have an on-going service with your clients, you can use Teleseminars to group people together so you don’t have to pay the expenses of putting people into a room or people having to fly to different cities. You can conduct a lot of large group calls. It allows you to maximize your message when you group people together. A lot of the people who are participating don’t want to ask questions. They would just rather listen. And there’s invariably somebody on the call who will ask a question that someone else wanted to know the answer to, or they’ll bring up a subject that someone else was interested in. When you group all of the people together and you talk together, there’s a synergy of just the benefits of everybody’s brain working together in that area. It can be a really powerful 60 or 90 minute experience for you and your clients.

How Teleseminars Work The way to use Teleseminars is easy. First, you are given a telephone number by the teleconference company. Then, you let all of your members know what that telephone number is. They are given a specific pass code. They call the telephone number, enter the pass code, and that allows them to join in with the conference. Individuals who don’t have the telephone number or the pass code cannot join the conference. So there’s some exclusivity to it. Of course, you tell them the time that it’s starting and how long it will last. The calls will usually last 60 minutes or 90 minutes. Then, you conduct the call! It doesn’t get more ELFTM than that. www.joepolishrecommends.com


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Free Calls or Pay Calls? Whether or not you charge participants depends on the type of Teleseminar you are having. If you are having one where you plan to sell your product or service, then obviously you want as many people to call in as possible. You don’t want to charge them for that. But, if you are having the type of call where you are actually providing your service, then you want your clients to pay you for your service. Unless, of course, your Teleseminar is something you are giving away to clients as a free “value added” service.

But, I Can’t Talk to a Group! Some people get stuck thinking inside the box. “I can do things one-on-one, but how am I going to do it in groups?” There are groups of people that are interested in what it is you sell and what it is you offer. Because if there weren’t, you’d only have one customer! You want to think of how you can cluster these groups of people together so you leverage your time. And this is also a great way to take your business from a local basis to a national basis or to an international basis.

Play It Again, Sam Another great way to leverage your time is to rebroadcast the Teleseminar. There are services that will record the call for you and then you can rebroadcast it any time you want. You can set it up on a 24-hour a day recorded line so people can call and listen to it at any time. It allows you to clone yourself. If you’re going to do a live Teleseminar, let your prospects and clients know it’s live. If you’re going to do a rebroadcast Teleseminar, you can either tell them that or just not say anything at all. Just set it up so the listening of it and getting value out of it is not contingent upon the client having to interact with you or ask questions. Then you will really be able to maximize the value of the successful Teleseminars that you’ve conducted.

Testimonials You always want to have several individuals on the call who are going to provide testimonials. Without testimonials, this model will not work nearly as well.

What to Say in the Teleseminar Included in this workbook is a powerful tool called the Teleseminar Selling SystemTM which will walk you through developing your Teleseminar script.



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A Sample Script Basically, a Teleseminar follows this pattern: tell them what you’re going to tell them, introduce some very powerful concepts about your product or service, and then start getting testimonials. Then you’ll actually provide some sort of an offer. After the offer then go back into providing content. Give them additional information. Then give another testimonial or two and then a final close.

Introduction In the introduction section of the Teleseminar Selling System there’s a section for common interest. For instance, “Everyone on today’s call has one thing in common, you’re interested in blank.” It allows you to build rapport. There is also a section for the value created: “During the next blank minutes you’ll learn how to blank. And by doing so, we believe you’re going to want to get more from us. That being said, let’s get started.”

The Body Then there’s the body section where you put the section headlines, the content, story or testimonials, everything that you would need in order to remind yourself. If you want to go into a transition at any point during the Teleseminar, there is an area for frequently asked questions. You can say, “Okay, now we’re going to take questions.”

The Call to Action Next there’s the call to action. How fast can they expect to see results? How much does it cost? How do they register for your service or buy your product? What do you want people who are listening to do next?

Closing At the end of the time allotted, you simply say again, “We want to thank everyone who listened to the entire call, especially those who shared with us. Good luck and have a great day.” Now if you do something like this you’re just really developing powerful content in such an easy, simple accessible way for your clients and prospects.

The key to a successful Teleseminar is to give valuable content and invite listeners to take the next step. Webinars You can do Teleseminars over the Internet as well. You can go through a Power Point presentation where you’re on the phone with the people and going through the Power Point presentation. Webinars are more expensive than Teleseminars, though. You will pay a fee in order to combine the visuals that are on the computer. But if you have something that really needs to be shown visually, it’s a great way to have people who live far away to come and see the product before they actually buy it. www.joepolishrecommends.com


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Exercise: Develop Your Script The only exercise for this session is to work through the Teleseminar Selling System. Then, when you’re done, schedule your first call! __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________



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The No-Slow Time SystemTM Session Fifteen The process covered in this session is the No-Slow Time SystemTM with Quick Cash Infusion Tools. This session basically reviews the tools presented in this program and then shares a couple of other things with you.

The No-Slow Time SystemTM • • • • • • • • • • • • • • • • • • • • • • • • • • • •

ELFTM Marketing™ The Business Bull’s Eye™ The Prospect Conveyer Belt™ The Auto Pilot Advertising System™ The Marketing Report Card Customer Conversion System™ Education Based Marketing The Sales Book Power Point Presentations Websites Free Offers The 100% Money Back Guarantee The Happy Client Experience™ The Champion Creator™ Referral Programs The No-Maintenance Money Machine™ Prerecorded Messages Free Reports Consumer Awareness Guides Free Audits Maintenance Programs Sequential Mailing The Margin Magnifier™ Raising Your Prices The Lifetime Value Creator™ Client Newsletters The Testimonial Tidal Wave™ Message Multiplier Systems

As you look back and understand what was shared in this program, you’ll realize that it is a lifetime of experience. It is a lifetime of the best tools. It is a lifetime of learning the best tools and strategies that will make the biggest difference for you in your business right now.



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Exercise: What’s Your Favorite? As you are reviewing the concepts shared in this program, identify the five ideas that you find most useful. Set a date for implementing them. 1. ............................................................................................................................ Date: ____________ 2. ............................................................................................................................ Date: ____________ 3. ............................................................................................................................ Date: ____________ 4. ............................................................................................................................ Date: ____________ 5. ............................................................................................................................ Date: ____________

The Polish Principles • Discipline means doing the right things even when you don’t feel like doing them. Nothing is going to happen in your life instantaneously. You need to put forth the right effort, the right type of integrity, and the right capabilities. • Do activities that charge you up. Don’t hang out with people or clients who drain your batteries; hang out with people who charge your batteries. • The most important thing to invest intense concentration in is marketing. ELFTM marketing is the ultimate concentration. • If you’re not all that happy with your harvest, talk to the person who did the planting, and that is you. Look in the mirror and realize that if things are not working in your business, you’re looking at the problem and you’re also looking at the solution. So make sure you’re solution focused. • The best preventative medicine for business problems and personal stress is preparation and organization. The best anecdote is action, and the best action is ELFTM marketing. • You just have to start. There’s always a reason to wait. It doesn’t take any genius or initiative or courage to wait. The best way to get started is to get started. • Protecting your own good opinion of yourself is far more important than making a fast buck. Always do the right thing. • The thing over which you have the greatest control is the quality of your work. The three worst kinds of people to be around are lazy, negative, and dishonest. Get rid of anyone in your life who is constantly draining you, because they’re a drag and you don’t want to hang around people who are drags. • The people who make the most money are enthusiastic about ideas. However, knowing what to do and actually doing it are two different things. When you have an idea, be enthusiastic about it and also be enthusiastic about making sure you implement and make things happen. www.joepolishrecommends.com


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• Junk thought is at least as bad for you as junk food. • The five most important business success skills are the ability to talk to customers persuasively, the ability to speak to groups, the ability to communicate with words on paper, the ability to communicate clearly and effectively with staff members to motivate, and the ability to organize and manage your time. • The best kind of security is know-how based self-confidence. What are you working on mastering next? If you become a world-class expert on ELFTM marketing, five years from today you are going to have an amazing business. • Be careful of overhead or you can wind up working for your business. • Being in business means solving problems. • Produce, don’t just make and spend. • Eat your competition alive. But, do good things for your entire industry and your community while you’re at it.



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Hot Topics: An Interview with Joe Polish and Tim Paulson Session Sixteen Hi, this is Dan Strutzel, and welcome to another edition of Insiders. You know, for the past several years we’ve witnessed a vast change in our customer’s interest level on programs dealing with entrepreneurship. While our customers largely preferred corporate business programs in the late ‘80s to early ‘90s from authors like Tom Peters and Warren Bennis and others, the last 10 years has seen a decided shift toward programs that teach others how to start and run their own businesses. On our last customer research survey I did, we found that over 75% of our customers were either running their own businesses or interested in making the switch from the corporate world to the entrepreneurial world. Strategic Coach founder Dan Sullivan calls this making the switch from the time and effort economy to the results economy. A recent article in the Chicago Tribune confirmed that in our current economic recovery, selfemployment was booming. Yet sadly statistics show that for many entrepreneurs the initial euphoria of going solo will be followed by a wake-up call of long hours, stagnant income, and increasing levels of stress. Is there a way to pursue your dream of joining the results economy, taking the entrepreneurial route without these pitfalls? Well, according to my guests, the answer is a resounding yes. In the next few minutes I’ll be joined by marketing extraordinaires Joe Polish and Tim Paulson, authors of the all-new Nightingale-Conant program Piranha Marketing. As they show you how to move away from the HALFTM-business, as they call it, that’s a hard, annoying, lame and frustrating business, to an ELFTM business, one that is easy, lucrative, and fun. Now does this sound impossible? Does it sound pie in the sky? Well, hang on. I think you’ll be impressed with what these gentlemen have to say. Joe and Tim, welcome to Insiders. Tim: Thank you, Dan. Joe: Thank you. It’s good to be with you, Dan. Dan: It’s good to have you both. Let’s start off with that kind of pie in the sky assumption. I’m thinking a lot of people might be thinking as they hear this acronym of ELFTM for a business, easy, lucrative, and fun. There are a lot of entrepreneurs out there right now and particularly coming off of the economic realities of the last few years are saying, “My business is anything but easy, anything but lucrative, and it certainly hasn’t been fun.” Can you talk a little bit about that concept? Demystify that concept for us. And is that an achievable idea within a reasonable period of time for most entrepreneurs? Joe: Well, Dan, to answer your question about is this achievable or is it not achievable, and this is Joe Polish by the way, so we can tell the difference between me and Tim when you guys hear me talk, I’m a convert of my own system. So to say this is doable or not doable—obviously for me it is doable. And I started out as a dead-broke carpet cleaner living off credit cards and I became a millionaire.



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Dan: Right. Joe: So is it achievable? Absolutely. In what time frame? Well, for me it took several years to do. I mean, I’m now in my 10th year of running a marketing business and I’ve been an entrepreneur since I was 20 years old. Dan: Right. Joe: Basically it depends on the person. It’s going to be based on their desire, it’s going to be based on the information and knowledge that they have access to. I will say this, and as a benefit to the people that are listening to this program, you know, there are three ways to learn something in the world. You either learn through the school of hard knocks, you go out there, you try to do things, you get bloodied in the business world, which in the beginning was my case. And you basically learn through trial and error. Dan: Um-hmm. Joe: You learn what to do, you make some lessons, but it’s a very slow way. That’s the slow way to wealth. Dan: Right. Joe: If you do that, trying to just do everything on your own. Second way to learn is learn through the experiences of others, reading people’s books, attending their seminars, listening to their tapes, things like that. And then an even faster way to accelerate that is to teach other people. So me getting into the teaching business, it was purely accidental. Dan: Right. Joe: I mean, I never intended in the beginning that I ever would be in a business where I would publish a tape program, CD programs, books, courses, teach seminars. It really was a byproduct of me just pursuing this particular area of expertise. Today in the world there is an enormous amount of data that’s out there. All kinds of people telling people what to do, how to do it, there are thousands of books on how to be successful and thousands of different varieties of methodologies. In the area of marketing, I have read over 1,000 books, I’ve spent over a half a million dollars on my own marketing education. I like to say just like Abe Lincoln, I’m self-taught. I went to college for a couple of years, but I never got a degree in anything. Dan: Right. Joe: And, you know, as a matter of fact, if I would have taken marketing in college it probably would have given me a handicap. Dan: You have to unlearn things. Right.



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Joe: Absolutely. And so I’ve put an enormous amount of study into my own education. And as a result, I have taken everything that I’ve learned, I know what works, I know what doesn’t work. I’ve tested it in the real world. I’ve run a million dollar plus business for several years now and I absolutely know what works for myself and works for thousands of my clients and those are ELFTM marketing strategies. That we really have found what is easy, lucrative, and fun. ‘Cause what we teach people in Piranha is that first off nothing happens in business until a sale is made. Selling is crucially important. So you have to sell something. It doesn’t matter if you’re a good manager, it doesn’t matter if you’re technically skilled at what it is you do, if you don’t have any clients to buy anything from you then you’re still not going to make any money. So I put a huge emphasis on the focus of marketing. And the difference between sales and marketing is selling is what you do when you’re on the phone or face to face with a person or a group of people, and marketing is what you do to get people on the phone or face to face with you. Dan: Right. Joe: Preferably if you do your marketing right, the type of marketing that we teach at Piranha Marketing, ELFTM marketing, as we call it, easy, lucrative and fun, the only people that you spend your time talking to, if you do talk to anyone at all, are people that are pre-qualified, predisposed, pre-motivated and pre-interested to do business with you. And those are the best types of people to actually offer your goods and services to and that’s what makes the business ELFTM, because all of the stuff in advance of that, selling in advance is what we like to refer to it as, is done automatically, robotically, through ELFTM marketing systems that don’t even require a human being to make them work. Dan: Right. That’s terrific. And so the idea is that “easy, fun, and lucrative” is kind of a misnomer for people. But when you say easy, what you really mean is simple, right? Joe: Correct. Dan: Simplifying the process. Joe: Correct, because it’s certainly, and I think I speak for Tim also, it was not easy for us to learn. Dan: Right. Joe: What we now refer to as ELFTM. Dan: Right. Joe: What I do believe is that we have done a lot of the hard work for all our clients and we’ve shortened the learning curve tremendously. All they need to do is take all the effort and exertion and thousands of hours and money that myself and our clients and the lab rat experiments that I did in my own business… Dan: Right. www.joepolishrecommends.com


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Joe: You know, living off credit cards, all the pain that I endured in the beginning allowed me to now have a recipe that is pretty darn replicate-able. Is effort required? Absolutely. Because you know, when it comes to entrepreneurs, amateurs wait for inspiration; professionals do it with a headache. I mean there are days where it’s just not easy. There are some days where it’s a struggle. And that’s why some people make extraordinary entrepreneurs and the vast majority of people do not. Dan: Right. Joe: But if you want to play that game, if you want to go into that world it’s really good to go into that world with a knowledge of what absolutely works well for other people who have already done it before you. Why waste all those years and all that trial and error? And there are elegant ways to make money. You know, an elegant idea is what everyone’s looking for. An elegant concept, an elegant method. And an elegant idea implemented is worth more than a thousand semi good ideas. And so you’re always looking for what are those elegant ideas. And so we’ve taken, in Piranha Marketing, what we feel are the absolutely most powerful, effective replicate-able, autopilot-able marketing processes and methods and we’ve put them into our program for our members and we don’t teach them things that require an enormous amount of effort or an enormous amount of money. Because a lot of our clients are operating on a shoestring. Dan: Right. Joe: They don’t have money to spend, they’re not going to spend tens of thousands of dollars to develop name recognition when they’re not a company like Coca-Cola. That would be senseless for the average small businessperson to do. So we show them how to actually go out there and develop compelling messages, sell their services through robotic systems to do it automatically so they can even make money while they’re sleeping in many cases. And that sounds crazy, may sound like hype and absolutely we can show you how we do that. Dan: That’s attractive. Tim: Well, I’d like to answer the question. This is Tim speaking now. Dan: Yeah. Tim: You ask is ELFTM realistic, what period of time can one expect before… Dan: Right. Tim: …they get an ELFTM business. I’ll tell you that a HALFTM business is much more realistic. I’m talking about hard, annoying, lame, and frustrating. Because in my early 20’s it looked easy. I was scared to death, but I went out on my own. I opened up my own weight-loss center. I got a franchise. Had not a clue, anything about marketing. I mean, in terms of the ELFTM concepts that we teach in this program, and to our members and so forth, I had no clue that that even existed. So I had a hard, annoying, lame, frustrating business that within one year I was out of. I had lost everything. I didn’t have a dime to my name and I had a wife and two young children. www.joepolishrecommends.com


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Dan: Wow. Tim: So I had to find something better. And then I, of course, joined Hair Club For Men and became their vice president and during the time I was with Hair Club For Men they went from a handful of offices to an international network of 69 offices. And I saw some of the hard, frustrating things that they went through, but there were also some things that they did that were easy, lucrative, and fun. And I started to say, okay, these principles can apply to other businesses. And then I joined with Joe and we see it every single day. We see carpet cleaners, these are not individuals who have gone and gotten MBA’s in marketing. These are not individuals with of decades of experience in running successful businesses. Most of them are wonderful individuals, ma and pa operators, who have applied and integrated these concepts in their business, the ELFTM concepts, and they have an ELFTM business. So the question of how quickly can it happen—we have seen it happen very quickly where an individual will come to a boot camp that we do, they learn these concepts, simple strategies to completely revolutionize their business without much money, without anything real complicated. And within a short period of time, I’m talking about 2, 3 months, they’re calling us and saying, “Our business has transformed! You should see what we’re doing now. We have an ELFTM business.” We have seen individuals in contests that have been done through Piranha Marketing, where they have gone from individuals who are literally ready to go out of business and by the next year, by the next boot camp, they have transformed their business where they literally are making hundreds of thousands of dollars net. And a couple of them even being awarded automobiles for the great transformation in their business. Dan: Wow! Tim: So, it’s something that is definitely possible. We see it every day. And it does not have to take a long time. Dan: That’s terrific. Now, I mean, to take even a step back before we start going into some of the techniques and the strategies that you teach people to make that happen, if someone’s out there right now, there are the statistics that you hear repeated over and over again, 95% of new businesses will fail within the first five years. And so you have a lot of people out there and many of them are customers. I’ve heard this again and again in our research, people saying I want to take that step. You know, they’re wanting to take that step but they have a fear factor of taking that step because of that reality. Sell people on the idea of the benefits of being an entrepreneur, of a benefit of taking this journey from the get-go that you’ve seen both yourself. You both have incredible, compelling stories, you’ve been through a lot of pain to get there. But what do you see are the benefits of actually making that choice? Joe: Well, this is Joe, and I will reference a Nightingale-Conant author and a good friend of mine, Mr. Dan Sullivan who’s the founder of Strategic Coach. And he talks a lot about entrepreneurs. I’ve interviewed him a couple of times for my Genius Network interview series and he really understands the mindset of entrepreneurs and I love discussing just entrepreneurs in genwww.joepolishrecommends.com


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eral with him. I like business owners. I like entrepreneurs. The reason I like him is because first off I think entrepreneurs and business owners are the backbone of the economy. They’re the ones that are creating value, they’re the ones that are providing jobs, and obviously there’s an enormous amount of great entrepreneurial thinkers that work for these entrepreneurial companies. All the people that are out there selling, all the people that are out there making stuff happen. And I have an appreciation for the entrepreneur because this, and this may sound a little hard core, I think there are two types of people in the world. I think there are producers and there are parasites. Dan: Um-hmm. Joe: And producers are what produce everything and parasites suck off the efforts of all the producers. And money earned ethically is a byproduct of value creation. There are people that make a lot of money that rip people off and don’t create value for other people. And I wouldn’t really consider those people entrepreneurs. Dan: Right. Joe: I consider a true person an entrepreneur. There’s the French man that actually in the 1800’s, I can not remember his name, that actually coined the term entrepreneur and defined it as somebody that takes a lower level of resources to a higher level. Dan: Hmm. That’s good. Joe: And what entrepreneurs do is they can sometimes take something, raw material, dirt, and turn it into something. They can take water and create electricity out of it. I mean, entrepreneurs are the people that invent things. They’re the ones that create all the wonderful, the roads, the electricity, the gadgets, the technologies, all the wonderful things that every human being gets to take advantage of. I mean, it took an entrepreneur to create the air conditioner. I mean, imagine living in Chicago without a heater. Imagine living in Phoenix, Arizona, where I do, without air conditioning. Dan: Right. Joe: I mean, entrepreneurs were the minds behind those innovations. They’re the ones that make things better. And so I look at entrepreneurs as the people that are out there creating value for other people and they’re getting paid for it. Dan: Right. Joe: And that takes an enormous amount of courage. And I think what differentiates an entrepreneur from a non entrepreneur is a mindset. It’s a mindset, knowing that you’re absolutely responsible for the results that you produce. Again, quoting Dan Sullivan, he talks about the results economy versus the time and effort economy. The time and effort economy is where you get paid for the hours that you put in and the results economy is where you get paid for www.joepolishrecommends.com


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your results. And you cannot, as an entrepreneur, confuse activity with accomplishment. There are people out there that work really, really hard that do not make any money. And there are some people out there that don’t work really hard at all and are very wealthy. And a lot of it is just having the right capabilities, the right resources, the right understanding. And what we help our clients do is we help them get direction, we help them get confidence, we help them get capabilities in the area of marketing so that they can do all those things better. Dan: That’s terrific. Tim: You know, it’s scary. It is so scary to venture out on your own as an entrepreneur. Dan: Right. Tim: It’s a beautiful thing, it is awesome, it is where fortunes are made. You cannot get rich working for someone else. It just doesn’t happen. Dan: Right. Tim: But it is scary. I mean, I have five children. Dan: Wow. Tim: And so, you know, married at the age of 21, venturing out in entrepreneurship at a very early age, failing in a business, working for someone else, going into entrepreneurship again. It is scary. But you know, there are roadmaps to put individuals in that 5% who last more than 5 years. And Joe talks about roadmaps, and Dan Sullivan and so forth. One of the greatest roadmaps in my mind for those who are interested and looking at this, gosh, I’ve got to be successful, but I need a roadmap, I need some sort of assurance that I can be in that 5% that are really going to make it. Dan: Right. Tim: I think it’s as simple as this, Napoleon Hill, who is a Nightingale-Conant author, of course. Dan: Um-hmm. Tim: He spent 20 years studying the most successful people in the world. Twenty long years. Andrew Carnegie commissioned him, and I use the term commission loosely because he didn’t pay Napoleon Hill to do this. He said, “Well, you do it, I’ll give you introductions and so forth but you’re on your own for 20 years.” Napoleon Hill spends 20 years studying the most successful people in the world and then identifies 16 distinct characteristics that are consistent through all those 500 most successful people in the world. And there are at least five things that I think, I look at and I say these five things…. Joe: Oh, Tim, can I interrupt you for a minute?



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Tim: Yeah. Joe: What Tim is sharing right now, first off, even if you read one of Napoleon Hill’s books, if you read Think and Grow Rich or you’ve heard this talked about, I want you to listen to what Tim is sharing very carefully because you’d be surprised how many people we talk to that just don’t take this in like I feel if it was taken in they would really understand it. What he’s about to describe what Napoleon Hill discovered about these characteristics, which you’re going to talk about a few of them, is that none of the people that were the wealthiest and most successful were born with these characteristics. Dan: Hmm. Joe: They were all learned. They were all taught. Dan: Wow. Joe: And what the people listening here are doing right now, they were learning through experiences of other people. I just wanted to say that. Dan: That’s terrific. Tim: Very well said, Joe. You’re a very articulate man. But anyway, so Napoleon Hill looks at this and so there are five that I think are just critically important. And had I known in my early 20’s what I know now about what Napoleon Hill and his roadmap to success, and the ELFTM strategies easy, lucrative and fun, I would have built an empire in the weight-loss business. Dan: Right. Tim: But the five things I really think are critically important that Napoleon Hill identified, and this is Napoleon Hill speaking, this isn’t me, it’s Napoleon Hill. He said number one, an individual has to have a burning desire. If I’m interested in becoming an entrepreneur because I want to play more golf. If I want to do that because I want to be the boss. I want to do those types of things; I don’t know if it’s a burning desire for the right reason. I want to have a burning desire to really make a difference, to give great value to individuals. Zig Ziglar, another NightingaleConant author, says you can have anything in this world that you want if you help enough other people get what they want. Dan: Right. Right. Tim: So if I have a burning desire to give as many people in this world what they want, I know that I can get it. Dan: Right. Tim: So a burning desire is number one. The next is specialized knowledge. See, individuals often times, and Michael Gerber talks about this, we’re kind of like technicians. You know, we



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know how to do a certain job but that doesn’t really go into knowing how to run the business, how to market the business and so forth. So specialized knowledge. And that’s really what we are presenting in the ELFTM program, in the Piranha Marketing program. It is giving specialized knowledge in something that is critically important. How to market, how to market easy, lucrative, and fun. Strategies to put your business on autopilot. That’s what we’re talking about. So when an individual follows Napoleon Hill and says, “I am going to get specialized knowledge in the right areas,” boy, that’s a roadmap to success. Dan: Right. Tim: The next one is being decisive. When I read Think and Grow Rich by Napoleon Hill it sings out to me, it rings in my ears you’ve got to be decisive. Dan: Right. Tim: Entrepreneurship. Be decisive, man! Make it happen! Do it! Now. Dan: And this comes from a guy that did it when he had two kids on the line? Tim: Exactly. Exactly. And boy if I had this program it would have made life so much easier. So you’ve got to be decisive. Making correct decisions. And I’m not saying that every person who’s considering going and being an entrepreneur should do it. Making correct decisions is critical to a person’s success. But I encourage entrepreneurship. It’s a beautiful thing. And then another thing that really rings out to me with Napoleon Hill is individuals need to be goal setting, they need to set goals. You need to be an avid goal setter. A goal unwritten is only a wish. And there’s wonderful Nightingale-Conant programs that talk about goal setting. Dan: Absolutely. Tim: So if I’m considering entrepreneurship, I’m going to get as much as I can on goal setting so that I can follow the example. Napoleon Hill identified the most successful people in the world. Again, the most successful people in the world had these characteristics consistent with them. Why do I have to reinvent the wheel? And then lastly, and there’s more but this is really one that rings with us, is that individuals need to have a mastermind group. It is critically important. It is perhaps the hardest to get but it is the most lucrative. It is the one thing that will make more money for more people. So if I’m an entrepreneur, you know, as I was opening this weight-loss center I joined the local Chamber of Commerce. That was not the mastermind group, that was people eating lunch and just kind of exchanging business cards. A mastermind group. Whether that’s a coaching program through Nightingale-Conant, whether that’s seminars you go to, whether it’s through getting additional Nightingale-Conant programs. Create a marketing mastermind group and that will lead an individual to great success. What we have seen at Piranha Marketing is, we have a $10,000 per person program. These are wonderful carpet cleaners, over 100 paying $10,000 a year to be part of this mastermind group. And what we have seen is that there are some who get involved in that group and they show up www.joepolishrecommends.com


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to the meeting and they leave. They don’t get the benefit of those who show up and then stay and they hang out at the restaurant, they share ideas, they email each other and so forth. So what I am, my sounding cry, the clarion call at this point is the mastermind group. Find one and participate in one. So Napoleon Hill, in 500 of the most successful people ever, will tell us this is a roadmap to ELFTM. Dan: Right. That’s terrific. You know, and I love that because I think for many people out there, when you start listening to Nightingale-Conant programs or any self-improvement programs in some ways you become almost an addict at first because… Tim: Yes. Dan: …the perspective you get from those great thinkers out there. People who think in this way, in this entrepreneurial way, are different from mainstream society. Tim: Right. Dan: Which might lead you toward a more fearful path. So having this reinforced on a regular basis is so important. Tim: Dan, I was 20 years old when I got my first Nightingale-Conant program. That was over 20 years ago. Dan: Wow. Tim: And it absolutely changed my… It opened my eyes too, wow! Here for a few dollars, and it’s relatively a few dollars, I can get the best insights, the best information from an individual and their lifetime experience. Dan: Sure. Tim: So when Joe and I come in here and do this program, we are taking combined 80 years experience almost, and life experience, and all of these experiences, and we’re capsulizing it into a program that individuals can listen to very easily as they’re driving along in their car, at their home or their office. And it’s amazing the value of that. We’re giving life experience for a few dollars. Napoleon Hill, we can go buy his book Think and Grow Rich for a few dollars. And he spent 20 years Dan: Right. Tim: Studying that and putting that into a book. Dan: Right.



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Tim: So I’m an addict of Nightingale-Conant because I know the return on investment I get. It’s absolutely amazing. Dan: That’s terrific. Well let’s talk about some of the value that they’re going to get in your program. And again, the new program from Joe Polish and Tim Paulson is Piranha Marketing. Let’s start out, because as Joe was saying before, there are a lot of entrepreneurs out there who work hard. In fact, they’re very ethical and they produce something of incredible value but they can’t communicate that value effectively to their customers. In other words, the perception of the value for whatever reason isn’t there. And you have a lot of strategies you talk about in the program. I was hoping that each of you could maybe take two of them a piece, and that we could go through four of these key ideas. And the one I wanted to talk about first is this idea of testimonials. And using testimonials as a form of marketing where actually your customers almost become your best copywriters and your best salespeople. You want to start off by talking about that? Joe: Absolutely. This is Joe. And you know, we are a company that absolutely utilizes directresponse advertising, direct-response marketing. You know, there are two types of advertising in the world. There’s image or institutional and then there’s direct response. Image or institutional quickly is just the kind of stuff that’s taught in marketing classes in college. Dan: Right. Joe: You know, it’s the things that big corporate companies use. Get your name out there. Build an image. Talk about how long you’ve been in business. Create this impression that you’re kinder, nicer, better than the competition. It’s really boastful based on logos and just, you know, it really I think is designed to make the businesses and the owners and the CEO’s feel good about themselves and impress their friends and try to make their competitors jealous. Anyway. There’s institutional or image, which is really designed to get your name out there. Then there’s direct response, which is designed to get your name out there and get a response back. And so when it comes to promoting yourself, we’re really big on copywriting, education-based marketing, which I’ll talk about in education-based marketing tools. And what we find is that if you are a really skilled copywriter, meaning you’re able to write words that compel people to buy things, that is a skill that is not easily learned and it’s also one of the most powerful skills and one of the most powerful elements that you could have in your business. Now one of the easy, lucrative, and fun ways to get really powerful, compelling statements, comments, evidence of proof, is social proof. It is to use social proof. That’s what testimonials are, it’s really just using social proof. And so one of the best copywriters, some of the best salespeople that you could ever utilize in your business or for your business don’t even work for you. They’re existing clients that are happy. Dan: Right.



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Joe: And so when you create a Happy Client ExperienceTM, we have a process called the Happy Client ExperienceTM. There are three levels of experience that a customer could have. They could be unhappy, they got less than what they expected. They could be satisfied, they got exactly what they expected but they weren’t overly impressed. Or they can be a happy client, they were wowed, you exceeded their expectations. Whenever you deliver that level of experience, those people will gladly say all kinds of wonderful things about your company, put it in writing, and give you permission to utilize it in your marketing efforts. And so my point is, it’s infinitely more believable when you let other people that are happy with your products or services or your company or you say things than if you were saying it yourself. Dan: Right. Joe: If you say it yourself, you’re just considered sometimes bragging, sometimes even arrogant. When other people say it for you, you’re believable. Dan: Right. Right. Joe: And so that’s the point. So capture and utilize all the wonderful comments that everyone that has a wonderful growing experience with you says. Ask for it. Dan: Right. Joe: I mean, the way to get testimonials, ask for it. In our program we not only go very deep in how to use testimonials, we even include a testimonial form, a simple sheet of paper that can ask the right questions to capture testimonials from clients. It’s right there in the workbook in our Nightingale-Conant program and it totally spells out all the different ways you can use testimonials. And that is really one of the best ELFTM processes because you don’t even need to hire a copywriter or an advertising agency or anything if you know how to get your own clients to give you this wonderful, powerful selling material for you. Dan: Right, absolutely. I can’t think of a better example on national scale than Hair Club For Men of using testimonials. Those before and after shots, I mean, the entire infomercials you see on TV about Hair Club For Men, the commercials, they’re all testimonials. Tim: Hair Club For Men and the hair replacement industry would not exist, it would not exist today if it wasn’t for testimonials. Because that absolutely built the company. Sy Sperling sometime ago sold Hair Club For Men for tens of millions of dollars. This was a small mom and pop place in New York that he opened, you know, some years ago and he built it with testimonials. And you know, we’re here at Nightingale-Conant, I love being here. This is great. I’ve been a fan of Nightingale-Conant for years, for decades. And so walking around, I love being here because I know the footsteps that we’re following in. You know, Earl Nightingale and Lloyd Conant and so forth. And as I’m walking around I’m asking individuals here, what’s your favorite program? And it was interesting because I asked several people that question. And Vic, I asked him that question. And it’s a Deepak Chopra tape program.



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Dan: Right. Tim: And that kind of surprised me. It shouldn’t but now, you see, he gave me a testimonial, that’s his favorite of all time. I want to get that program. Dan: Right. From the man who’s been and seen them all or heard them all. Tim: Exactly. Exactly. Dan: Right. Tim: And several say, you know, Lead the Field. And my favorite of all time is Earl Nightingale’s The Essence of Success albums. I mean, that is absolutely phenomenal. Dan: That’s my favorite. Tim: Yeah, exactly. Yours too. Dan: Essence of Success, yeah. Tim: So individuals who are hearing this right now, they’ve just heard two testimonials. And they say, gosh, maybe I should get that because Earl Nightingale, throughout his career, a young Earl Nightingale, a more mature Earl Nightingale. Dan: Right. Tim: So testimonials absolutely sway us to purchase, to make decisions and so forth. Whether it’s a movie. I don’t go to a movie unless somebody tells me in advance that hey, that was a great movie. You can take your kids to that. Great, I’ll take my five kids to it. Or a restaurant or a book, these types of things. I live on testimonials and so do so many more people. Dan: Right. Tim: And the thing is so few companies and individuals really understand the value and the importance. And they forget to use testimonials. They leave them out because they don’t have room in an ad or some sort of a sales message. They don’t have room for the testimonial so let’s leave them out when in reality the whole thing should perhaps even be built around that. Dan: Built around that. Right, absolutely. Yeah. Joe: I think what you just said, too, talking about your favorite programs is a great example of the use and value of testimonials. And every person listening does this in many cases sometimes on a daily basis. Dan: Right.



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Joe: They tell friends about restaurants they like, movies they saw. Think about how many purchases that we have made because of the social proof, the evidence of success of other people, the recommendations. Now you’re doing this every day anyway. We’re talking about just going deeper with it, capturing it, utilizing it. I mean you’re talking about Hair Club For Men. One of my past clients, Bill Phillips, wrote the book Body for Life, you know, over 4 million copies of that book have been sold at the time of this recording. I mean, this is massive. All based on testimonials. Before and after pictures. I mean, this stuff works. This is not some concept that uh, you know, will this work, will it not work. Absolutely it will work. And it’s simple to use, it’s simple to do. Dan: That’s great. Tim: What’s really cool is in the program we, as Joe said, we go deep with that concept. We share some concepts about testimonials, where to use them, how to use them, that are absolutely phenomenal. Creating the easy, lucrative, and fun. Dan: That’s great. So Tim and Joe, let’s move on to a useful tool that you said many of your clients have said is really in a high experience when you talk to them about it and has turned around their businesses. Can you share that with us, Joe? Joe: Yeah, well, since I said that I would talk about an ELFTM principle, a marketing strategy; one of my favorites is the use of Free Recorded Messages. Like I said earlier about the difference between selling versus marketing. If you do not have a pre-qualified client, if you do not have someone that’s predisposed to give you money, then they have not been sold in advance. And so the way that most people actually sell their services is through manual marketing, that’s face-to-face selling, selling over the phone, talking people into buying things, answering a lot of the same questions over and over again, having a live sales force of people. Well we replicate that whole process through sales letters, Free Recorded Messages, postcards, tele-seminars, all kinds of things that we utilize in Piranha Marketing, that we teach our clients and obviously that we go very much in depth in our program through Nightingale. And one of my favorites is what I started using in the beginning when I was a dead broke carpet cleaner. People would call me up on the phone, first question out of their mouth, how much do you charge? And then I would again start addressing, you know, all the reasons why my method is better, what I do, how I do this, how I do that. And I would do it all in a way without slamming the competition ‘cause there’s absolutely no reason to do that. And what I ended up discovering is that you can take all of the wonderful things that you know about your product, your service and you can put it on to a 24-hour Free Recorded Message. So, we’re going to give away the three magic words that you should have in every ad, every post card, on the back of your business card, anyplace that you would put a marketing message, on an email, on a website, on the side of your van if you’re in the service business is “Free Recorded Message.” Magic words. You add that to any of your promotions, it is magical. And you drive people to a recorded message. For instance, when people are thinking about hiring a carpet cleaner they can think, well, you know, all carpet cleaners are the same. But I would run ads that say, “Warning, don’t call any carpet cleaner until you listen to this 24-hour Free Recorded Message.” And then I would have www.joepolishrecommends.com


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expanded versions of that. Free Recorded Message reveals how to hire a carpet cleaner. Learn seven questions to ask a carpet cleaner before you invite him into your home. Eight mistakes to avoid when choosing a carpet cleaner. How to avoid six costly misconceptions. How to avoid four carpet cleaning rip offs. Until I said those things, consumers weren’t even aware that there are costly misconceptions, questions to ask, how to avoid rip offs. This applies to financial services, insurance, chiropractors, any business. You name it, there are all kinds of things that consumers that are interested in a particular product or service don’t know and they don’t know that they don’t know these things. And so it’s the business owner’s job to educate consumers. And why do that face to face? Why hire a salesperson to do that? Why have a sales force when you can simply have a very dirt cheap 24 hour a day salesperson who never shows up with a headache, never misses work, always delivers an articulate explanation and sales presentation for your company, and does it while you’re sleeping, does it while you’re on vacation. And then by the time people call me after I started using that ELFTM marketing system it was no longer how much do you charge, it was when can you do the job. When can we hire you, because the recorded message sifts, sorted and screened the individual to do that? And there are companies that are completely automated that you don’t need to buy expensive equipment, they have all kinds of wonderful services that will let you know how long people listen, when they hang up, they can transcribe messages if you’re using it for lead generation. There are a variety of different things which we offer those on the Piranha Marketing program through Nightingale-Conant where you can find out all about those companies, where to find it and it literally costs pennies to implement these types of strategies. And obviously we have a limited amount of time, I could go on, but that is a really great replicate-able system that not only works extraordinarily well to generate business but it saves massive amounts of time. So you can spend your time, as Michael Gerber would say, working on your business, not in your business. And if you’re doing all the selling manually, without these types of systems, and that’s only one out of many that we teach, then you’re just really wasting time that you don’t need to be wasting. That’s not leverage. Dan: Right. That’s terrific. Well that’s just one of the techniques of what Joe and Tim call autopilot marketing, which I think is an amazing concept. I think of it like that clean shower ad where it’s spray and walk away. I think that’s very enticing to people. Joe: It’s one of the most important things in business is selling your goods and services. And we have developed a no-staff selling system. It’s a no-staff selling. It’s powerful. Tim: That’s ELFTM. Dan: Well let’s wrap up here and kind of shift gears for a second because I like to conclude with a little more profound philosophical question. With the literally thousands of businesspeople and businesses that you’ve helped, the families that you’ve helped as a result of making these businesspeople more successful, happier, giving their life back, how would you like to be remembered when you’re long gone from this planetary existence in ELFTM land? Tim: Yes. Yes.



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Dan: How would you like to be remembered? What would be your epitaph? Tim: Well, first of all, as a great husband and a great father. And, really, everything that we teach in ELFTM, easy, lucrative, and fun is allowing me to become better in that area. Simply because I’m not as stressed and so forth. As a failed business owner, I wasn’t as good a husband and father. But now I am. But, but to answer that question, that’s a very good question. I would like to be remembered as an individual who helped individuals recognize that what they are doing in their business is helping to improve the quality of people’s lives. Whether they’re a carpet cleaner, whether they’re a chiropractor, whether they’re in the hair restoration industry, financial services or whatever. What I help people understand is that when they are asked, “What business are you in?” You’re not in the carpet cleaning business, you’re not a chiropractor, you are in the business of helping people improve the quality of their lives. Because when we look at it, when you understand the benefits that you give, and we talk a lot about this, the difference between features and the benefits that you provide are literally helping to improve the quality of people’s lives. And you have a right and you have an obligation to market successfully. Because if I’m in the hair replacement business and I know that there are individuals out there who are bothered by their hair loss and they stay home at night and they don’t make as much money because they’re concerned about it or whatever else, and I can help them to improve that by marketing my product or service successfully, then that’s very important to me. Chiropractor, same thing. If there are individuals out there with pain and I’m a chiropractor and I’m not marketing properly, I’m not getting my message out there to the point where those individuals are coming in and relieving their pain, then it’s a disservice to the individual. Dan: Right. Tim: So I help individuals understand that they are improving the quality of people’s lives. And as I’m able to do that, through ELFTM and other avenues, then it is improving the quality of my life. Dan: That’s great. That’s wonderful. Joe? Joe: Well, this is Joe. What I would say is that going back to really loving to help entrepreneurs because I am a full-blown capitalist. I mean, I love the ability to go out and create something out of nothing, create value for people and make money from it, and I like helping other people that do that, too. Because those are the people that create value for the world. And I would really like to be known, when I’m all gone, that I was an encourager. I encouraged people to go out there and do things at a level that they never would have done or maybe done as well or as much, had it not been for an association on some level with me, even if I never meet these people in person, just something in one way I could encourage somebody to take that step to put a little bit more intensity into what it is that they’re doing so that they go out and create value for the world. And by creating value for the world, they’re creating value for themselves and they do it in an ELFTM way. Because there are a lot of extraordinarily successful financially people, but are miserable as…



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Dan: Right. Joe: …human beings. And again, to quote something my friend Dan Sullivan says, he talks about two areas of life that are crucial, one is confidence and one is gratitude. You don’t do anything well in life if you’re operating out of a level of low confidence. And whenever you can gain confidence in a particular area you just do a better job. In the area of marketing, in the world that we work with, with entrepreneurs, we give them marketing confidence. We give them marketing capabilities, which lead to them getting results, which lead to them creating results for other people. And the second thing is to be able to do it with gratitude. So you don’t work yourself to death. I mean, everyone’s heard the saying a million times that nobody says on their death bed that I wish I would have spent more time in the office. You know, my goal is to not only be congruent with my message, walk the walk, talk the talk, but also to let our clients not sacrifice their entire lives just to earn money. Because the other area of gratitude, which is just appreciating what it is that you have, that’s crucial. You can have all the money in the world but if you don’t appreciate it, if you don’t have gratitude, if you have to sacrifice your life because you have this horrible workaholic lifestyle… Dan: Right. Joe: …and you’re going to just be a slave to your business your entire life, that’s not an existence, that’s not success. That’s misery. Dan: Right. Right. Joe: And so it’s to encourage people in a way that not only helps them to create value for themselves, for their family, for their clients and for the world, but they also get to live an ELFTM life along the way. That would make me feel real good. Dan: Oh, that’s terrific. Well, I can vouch for Joe and Tim, just being around them today and since they’ve been here and working with them on this project, everybody here can, I hope you can feel their energy and their enthusiasm coming through the airwaves. Because it’s really refreshing. They do walk their talk. And if you investigate their program, if you purchase their program, Piranha Marketing, I think you’ll see it’s really about more than just marketing as it’s traditionally understood. It really is about creating value for people and ultimately making a difference. And that’s what we’re all here for. So Joe and Tim, thank you for being with us. It’s been great to have you and come back again soon. Joe: And let me just say one last thing. You know, we have a little tag line, it’s “eat your competition alive.” And we really do believe that. But do good things for your entire industry and your community while you’re at it. You can do a great amount of things with also being a Piranha Marketer. Dan: Great. Thanks for being with us.



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Expand Your Learning Library with These Exciting Programs from Nightingale-Conant! Pure Genius: Dan Sullivan’s Lifetime Focusing System for Total Self-Mastery By Dan Sullivan 22160CD

Think and Grow Rich By Napoleon Hill 8741CD

The Essence of Success By Earl Nightingale 861CD

Sell Your Way to the Top By Zig Ziglar 1941CD

Lead the Field By Earl Nightingale 116-2CD

Multiple Streams of Income: How to Generate a Lifetime of Unlimited Wealth By Robert G. Allen 13763CD

A View from the Top: Moving From Success to Significance By Zig Ziglar 22150CD

Phone: 1-800-525-9000 or visit our website at www.nightingale.com

or for our UK clients Phone: 01803 666100 • nightingaleconant.co.uk. 23871PG1-WCDR

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