Archives for January 2011

Jan
28

Are you saying NO enough?

Gulp – one month down.

1/12th the year is near gone… are you 1/12th the way to reaching all your goals?

The days and weeks fly by so fast, it sometimes feels like you are moving faster backwards than forward.

That said, there are still 11 months left, and some fantastic opportunities out there for entrepreneurs and small business owners.

Some rules of engagement for 2011:

Rule #1 – Focus. Take a long hard look at all of your projects that you have on your plate. Write them down. Each. One. This is difficult to commit to – and the results will SHOCK you if you are honest. Write down every single project you have on the go right now. Honesty will set you free here.

a) Get rid of those that have no residual or ongoing revenue. Is this a one-hit-wonder project? Or is there something here that you can repurpose and leverage for years to come? A winning promotion can easily be run again next month – or next year. As long as you have new, fresh leads coming in, your promotion will continue to work for you.

b) take a look at the remaining projects. If they are niche or narrow in reach then sell them or close them down. Only look at projects that have a broad reach (can affect many).

Rule #2 – Get your priorities straight. Your main goal this year is…? Number one priority is YOU, then your family, then your business. You cannot run a successful business for the long term if your health is falling apart, you are stressed out, and an insomniac. And if you aren’t looking after yourself, you won’t be looking after your family properly. And if you aren’t looking after yourself or them, your customers certainly won’t be ‘feeling the love’. And if they aren’t feeling it… your main goal doesn’t have a chance!

a) Take daily time for you (rest + play). Make sure you are getting a decent sleep, are eating properly, and getting in some daily exercise (if you are in Calgary, and looking for a like-minded workout partner, I would love to have you join me in my M/W/F Tae Kwon Do Classes (12-1) – let me know if interested). You need to be fully exploiting your downtime, and you need to start doing fun stuff with fun people on a regular basis.

Me and my daughters waiting for the 'old guy' to finish the Black Belt Test

Me and my daughters waiting for the 'old guy' to finish the Black Belt Test

Full disclosure: For far too long I have avoided going out to local networking events in Calgary. I had a good reason – 3 years ago there was nothing really solid in the entrepreneurial space here for meetings. That was 3 years ago. Just last week I went to a fantastic event with over 100 entrepreneurs. Great people – a great event – and a realization that things HAVE changed in the past 3 years. Resources like meetup.com have changed this space. It is now easier than EVER to find like-minded people to talk to… use this service for finding others… and setting up your own meetups.

b) Appreciate your spouse and children. If your home life is a mess, your business life won’t be any better. Give them time, and a FOCUSED you. Not you with nose buried in a crackberry or iphone. You. Just you. No technology.

My daughters LOVE going for walks with me and the dog – no ipods or phones allowed. We talk. We laugh. We solve all of the world’s problems. Create a one hour rule.

My Assistant, 'Casino'


One hour of family focus time a day on weekdays – and MUCH more than that on weekends. Again… if your home life is a mess, your business life won’t be any better.

c) Are you working harder for others or for you? Stop running on adrenaline. This is an exhausting treadmill to be on. Constantly pushing to help others, do good, be more, connect more, etc. All sounds good in theory – but if you aren’t worrying about your own good (and ability to pay the bills), the rest doesn’t matter.

Serving and helping more people is a great thing… but change things if it isn’t paying the bills. Now is NOT the time to get deeper in the hole, while you wait for the miracles to happen. Get busy helping others, as long as it is helping yourself as well!

Rule #3 – Say NO! Lots. For many entrepreneurs, this is one of the toughest things to ask of them. We all LOVE new ideas. New ventures. New possibilities. But that love for ‘new’ costs us all dearly. You know it. I know it.

a) Decide what you want in 2011 and don’t want. Are you going to launch a new venture? Then launch A new venture – not 5. Are you re-focusing your marketing on your top 3 products? Then narrow it down to ONLY 3 products and create new marketing campaigns for ONLY those 3. Get rid of everything else – not an easy thing to do – but a necessity!

By far the most empowering thing you can do in 2011 is to start saying no every single day to new distractions. Keep track of how many times you say no a day. How can you double that?

b) Manage your time and STOP letting others manage your time. Emails. Facebook. Twitter. Phone calls. Instant messages. Texting. I get exhausted just thinking about it all. The biggest lesson? You have NO control over your life and business if these so-called ‘tools’ run your life.

If you can’t go to the bathroom without a phone in your hand…or you can’t eat dinner without checking email…or you can’t sit and enjoy dinner without the phone ringing… you AREN’T the one in control of your life. Electronics and clients are… and something needs to change.

c) Think BIG. Successful CEOs don’t tackle it all at once, or on their own. They quickly figure out if the project s leading them in the right direction or not. Either turfing the idea overall, or delegating it to someone else who can implement the idea. Implementation is the nemesis of most entrepreneurs… taking on too much and not picking up the pieces after. CHANGE THAT THIS YEAR. If you are always saying yes and trying to do it yourself, then you are in the mud all the time and someone else is making the money off of your hard work.

Rule # 4 – Must take action on a daily basis. Sounds easy… but most of us don’t take the proper actions on a daily basis. We start the day with email… then fight fires answering emails and letting them direct the rest of our day.
Eugene Schwartz gave us one of his greatest secrets – a timer set to 33 minutes and 33 seconds. Let that little electronic device determine the direction of your day.

Start blocking off your day with the help of that timer and you will get more done in 5 of those 33 minute blocks than you normally do in an entire day, maybe WEEK!

All it

takes is one thing a day…

* Write an email to your clients
* Send 1 card to 1 prospect
* Write one press release and submit online
* Ask one person for a referral
* Write one blog entry
* Ask one person to endorse me to their list
* Write one article for your newsletter
* Compliment one person who has helped you
* Add one page of content to your website
* Send one monthly promotion to your clients
* Test one new upsell offer today
* Bundle 3 products into one and create a new name
* Ask one customer for their feedback
* Ask one customer what else they would like to buy
* Create a customer survey to find out what they want
* Offer one free bonus “just as my way of saying thanks”
* Find out what your clients fear the most
* Offer your clients a teleseminar – ask them for content
* Offer your clients a live seminar – bring in guest speakers
* Visualize your perfect business and life for 5 minutes
* Ask 5 clients if you can take them for a brainstorming lunch

Simple… right?

That is exactly what you need to do to make the most of 2011.

One.
Simple.
Thing.
A Day.

Real success is NOT about shiny objects and miracle pills. It is all about systematically doing the right things that pull you one step closer to your goals. It doesn’t happen overnight… rather one simple step at a time.

Here’s to a fantastic year ahead!

I would love to hear YOUR additions to this list!

What is your greatest tip to getting more done in less time?

To your success,

Troy White

PS: If you are ready to rock and roll the rest of the year – get your Cash Flow Calendar and have me help you create the perfect marketing plan for 2011. All the details are at Cash Flow Calendars… The Ultimate Marketing Plan (also very much underpriced – according to many, many buyers who used it and got 20:1 returns on their investment the FIRST time they used it.

2011 Marketing Calendar, Marketing and promotional plan for small businesses.

Wacky marketing ideas galore! Over 1,200 marketing prompts, templates and blueprints

Jan
21

If you are in or near Calgary… can we meet up on the 31st?

I have something special for you – and it costs you nothing.

A good friend of mine, Connie Benjamin, is hosting an event on Jan 31st from 12:30-5.

I will be there and would like you to join me.

Tickets are $167 but I was able to scoop 10 of them and got approval to gift them to you.

If you decide to join me, let me know and I will also send you my Story Selling Report, which is not available for download or sale elsewhere (except through a coaching program I hold)

The subject of the event is Selling Without Feeling Sleazy… and this for everyone who feels dirty using some of the techniques being used across the internet.

The full details are at:

http://www.masteringinfluence.eventbright.com
Your code to use is: Troysguest

Hope you can join me there – please let me know if you are coming so we can meet. There will be well over 100+ like-minded entrepreneurs there, so a great spot for networking as well.

Talk to you soon,

Troy

Jan
14

Freaky Facebook Results… and a GREAT Opportunity

It’s already halfway through January and it is looking to be a great year ahead!

One thing I have been spending quite a bit of time with my clients is in their Facebook marketing.

Not the fan pages and business pages.

We love the power of the ads we run there… and the results we get.

3 years ago I ran some ads on Facebook for a seminar I was doing.

$15 in… $2,500 out in ticket sales.

Not a bad return.

That was loooong before Facebook advertising was the ‘in’ thing to do. If I remember right, there was not much for competition on Facebook for eyeballs.

While it is much more popular to do, it seems to me that the opportunity for all kinds of businesses is extensive.

One client I am working with on Facebook advertising is in a retail furniture environment. Custom made, specialized furniture.

We found that for our Google ads, we can easily target the people searching for specific types of furniture. And for every $1 in Google ads, we get 2 qualified visitors to their website. There is no such thing as website sales here – these are custom pieces and cannot be sold through a site.

So we drive them from their search term (obviously they are looking to buy with the words we use), to the ad, to the page, then into the store. We track in the store where they come from and lots of them do, and buy.

No discounts or special coupons needed.

But on Facebook, we cannot target buying keywords. People don’t go to Facebook to buy furniture – not yet anyhow.

So how do we target on Facebook?

At first, we know we can and should be targeting a very specific demographic (gender, age, and within a specific city, or at least near to it).

We test some ads and see what kind of traffic we can drive to the site.

Impressive!

What impresses me the most about Facebook ads for this client?

They are new to the city they are in. So their name is not commonplace, few people have ever even heard of them before.

They have been there for ~ 3 months or so now.

We have been testing the paid Facebook side for about 1 month of that.

But we have had their business name in front of 1 MILLION Facebook users (their business name is unique and memorable – definitely different than anything else in this city of 1.2 million people).

I will share why this is so important later.

I realize most of these people aren’t at all interested in buying furniture.

But many of them are clicking through the ad to the site, and coming in to the store.

So… we are getting qualified people into the store, AND getting our company name and message in front of 1 million Facebook users a month (yes, I know that some people are much more active on Facebook than others – but we are still getting in front of 1 million ‘people’ a month).

The best part?

Our Facebook ads are driving the same amount for traffic as Google – for HALF THE PRICE.

The next best thing?

Since we started running Facebook Ads, our local name awareness has skyrocketed.

How do we know? In 30 days, their main business name has now become one of the TOP search terms in our Google campaigns!

They are a new business to the area and 3 months into their existence – the top keyword this week was their business name.

Got to love it.

Facebook advertising has become a must-do for me and my clients.

Where else can you get in front of 550,000,000 users?(!)

Some tips for you to get going on Facebook ads
(again – we are only talking about the paid ads here – the non-paid is an entirely different discussion)

Some of the Pros:

Heavy useage by fb users – massive exposure of your ad to some incredibly targeted people (more on targeting below)

Graphics to draw attention – FB is ALL about the pictures. You can use wacky graphics (recommended) to draw eyes to your copy.

On Google (non display network) you can’t do this – Facebook you can.

Some of the Cons:

Facebook users are not there to shop… but they still do shop. Get their attention with a relevant ad, and they WILL shop.

Harder to target (if you were selling furniture on Google, you can target specific words they are looking for – can’t do that on FB as they aren’t searching to shop). You can target on other criteria, but it is not a platform like Google for exact keyword searches.


Some of the tools of Facebook advertising:

Who you are marketing to…

* 550 million people
* 57% women
* 43% men
* Those over 35 yrs of age are the fastest growing demographic

How you can target them…

* Location based targeting – country, state/prov, city, radius from locations
* Likes and interests
* Languages
* Age, Birthday (big opportunity for birthday based campaigns), Gender, Relationship Status (targeting newly married or newly divorced – easy to do on Facebook, not so on Google)
* Education
* Work or industry related
* Favourite movies, books, TV shows, music, extra curricular activities, hobbies and other interests. It also includes religion, political views and job titles.
* Those who are part of groups or communities
* Sports interests
* Target people who are friends with your connections.

Reporting shows you demographic breakdowns of who actually is clicking your ads – by age, sex, top tv shows, likes, interests – makes it VERY simple to further target your future ads based on the demographics of those who are actively clicking on your ads – or, alternatively, filtering out the clickers that aren’t buyers

How you can write effective ads on Facebook…

* Calls to action are very important here as well
* Headline is v important – and needs to match a Facebook style of headline
* Women AND men click more on ads with women in them
* 25 characters for title (same as Google)
* Can send them inside facebook or outside of it (your own page)
* Body copy 135 characters (far more than Google – which is a great thing for us writers)
* Target the graphics you use (new ads) to segments of your list who like certain tv shows – use the tv characters in your ads
* Use the ability to use graphics to your advantage – split test all kinds of wacky pictures and see which ones work best (Facebook is heavy on pictures – make sure you put more emphasis on this as it can easily get you more ‘eyeballs’.

Lessons learned…

* Get it all working with cpc then move (carefully) to cpm (cost per click will usually cost you more in the long run than cost per impression – but be careful and watch your reports carefully to make sure this strategy continues to work in your advantage)
* Again, powerful graphics work exceptionally well to get more eyeballs and ultimately more targeted clickers
* Cheaper than Google and up and running in very little time
* Facebook is helpful if you need to ask for their help

TEST IT… the numbers speak for themselves and my results have been exceptional

To your success,

Troy White

PS: There is no better tool out there for coming up with unusual marketing ideas for your Facebook marketing initiatives than the 2011 Cash Flow Calendar. The ultimate marketing plan for motivated entrepreneurs. Over 1,200 marketing ideas you can use to stand out on Facebook, or anywhere else you are doing lead generation and customer bonding.

PPS: I originally wrote this post yesterday for my regular article for the Makepeace Total Package

Jan
11

Simple strategy for starting a business right

Someone asked me for a quick and dirty description of how I would ‘re-start’ my business if I was to do it over again.

After thinking it through – this, by far, is the simplest way to get a business started, get connected, and get an information product out the door in no time flat!

Here goes…

Request interviews with 20 of the top performers (or most successful entrepreneurs) in the line of business or industry you are starting up in.

Ask them your best questions about success in the industry, get approval to use their comments and information.
Get them to share their story.
Get them to share their best secrets of success.
Ask them this same thing – if you were to start all over again – what would you do differently to fast track your success?
Get the contact information and links.

Record it and transcribe it (2 products in one).

Think about what you just accomplished:
– you have 2 (or 40, depending on how you package it) information products
– you have the best contacts you could ask for (offer to gift this report to their lists, if you get credit in the report)
– you have the best tips possible for starting your business
– you have exceptional lead generation magnets for your new site
– you have a formula for successful information publishing – and every possible industry has a need for info products

Voila!

Simple.

So… are you doing it yet? Get yoru list created and get busy!

To a productive, and massively successful, year.

Troy

PS: The key to this is to pick the best of the best in the business and go after them with a vengeance. Most of the top entrepreneurs I know and work with love to help others starting up. They will help you – but don’t expect a single email to do the job. Try phone calls, emails, and… print mail (the easy way to get their attention – they already get hundreds of emails a day!)

Jan
10

Marketing is all about one simple thing

All it takes is one thing a day…

* Write an email to your clients

* Send 1 card to 1 prospect

* Write one press release and submit online

* Ask one person for a referral

* Write one blog entry

* Ask one person to endorse me to their list

* Write one article for your newsletter

* Compliment one person who has helped you

* Add one page of content to your website

* Send one monthly promotion to your clients

* Test one new upsell offer today

* Bundle 3 products into one and create a new name

* Ask one customer for their feedback

* Ask one customer what else they would like to buy

* Create a customer survey to find out what they want

* Offer one free bonus “just as my way of saying thanks”

* Find out what your clients fear the most

* Offer your clients a teleseminar – ask them for content

* Offer your clients a live seminar – bring in guest speakers

* Visualize your perfect business and life for 5 minutes

* Ask 5 clients if you can take them for a brainstorming lunch

Simple… right?

That is exactly what you need to do to make the most of 2011.

One.
Simple.
Thing.
A Day.

And here is the grand daddy system for making this easy…

2011 Marketing Calendar, Marketing and promotional plan for small businesses.

Wacky marketing ideas galore! Over 1,200 marketing prompts, templates and blueprints



The Ultimate Marketing Plan and Calendar for Entrepreneurs and Small Business owners who want to make more money in their business.

Simple…

…open the calendar up for the day and you get 3, 4, maybe 6 different ideas you could use for the day.

Pick one.

Follow the templates in the back.

Promote your business.

And profit.

I love simple… so should you!

Troy

Jan
07

Do 500 men love their wives?

In 1934 a florist (B. Altman) ran an advertisement that went like this:

“We believe there are 500 men in New York who love
their wives… and want to give them flowers for
Easter

So… we’ve provided 500 old-fashioned bouquets…
ready now and packed in beautiful boxes. They’re
just inside the Fifth Avenue entrance… all at one
price and that one price very easily to afford”
($2.50)

Simple?

Yes.

Successful?

500 bouquets sold in 3 hours = 170 PER HOUR!

So, yes.

The reason why this is mentioned here?

Could YOU not find a way to make this work?

You are appealing to an upcoming holiday — one typically not thought of by men that often as a reason to give flowers.
[hint: Valentine’s Day coming up – a GOOD reason to have a promotion]

You are appealing to the simple nature of men… make is EASY to buy (packaging done – right inside the door – one price – not expensive… all of these make it EASY to buy).

How could you run a special bundle promotion for one of the following events that happen next Monday (Jan 10th):

Oil 1st discovered in Texas (1901) / Peculiar People Day / Volunteer Fireman’s Day /
National Cut Your Energy Cost Day / Where’s the Beef? Day

Not hard to figure out is it?

“Thanks for being a great customer – – here is a special offer just for you. Offer good until midnight on Thanksgiving day.”

Think it through – and get your promotions going!

The Cash Flow Calendar is designed to be a simple marketing plan for the entire year.

Complete with at least 3-5 ideas every single day of the year for a promotion, plus templates and ready to steal letters, as well as an actual 12 month spreadsheet you can use for planning and tracking your promotions.

One client just upgraded his 2010 version to the 2011 version VERY quickly.

Why?

Because he made an additional $11,000 in January last year by using the ideas in this marketing calendar! Simple… and very cost effective.

Here’s to a GREAT year ahead!

Troy
(PS: The ad above was written by Ruth Packard – one of the great copywriters who understood the power of simplicity and ease of order).