Dec
30

Cashing in on the not-so-obvious

Why do people overcomplicate things like they do?

It always amazes me.

Without a single thought or care about mastering the basics of marketing, they sprint head first following the scent of a shiny new “social media marketing tool”.

Meanwhile…the greatest marketing opportunities are right in front of their eyes.

Here is a perfect example that was sent to me by my friend and fellow marketing consultant, Graham McGregor (who, by the way, has an EXCEPTIONAL free book you can grab at  http://www.TheUnfairBusinessAdvantage.com).

======================
How they capitalized
on one of the
worlds greatest disasters.
======================

Before the naysayers go off on their tangent about capitalizing on disasters… listen in first before you judge.

The Titanic sunk in 1912.

Thousands of lives were lost.

The 100 year anniversary of this disaster is in 2012.

rather than shying away from the sinking of a cruise liner, the New Zealand Cruise Ship, the MS Balmoral, decided to make the most of it.

2,000 people have pre-booked a cabin for the MD Balmoral voyage that retraces the route of the Titanic’s maiden voyage

Not only are people paying up to $12,100 for passage on this cruise, they are also lining up to “have costumes made to re-create the appearance of the original passengers, while there have also been requests from musicians to audition for places in the modern version of the string quartet that played as the flagship of the White Star Line fleet began to list.”

This Centenial Celebration is gearing up to be a highly enjoyable one for the passengers, and a highly profitable one for the Cruise line.

(http://www.nzherald.co.nz/world/news/article.cfm?c_id=2&objectid=10775547)

======================
What did they do right,
and how can you copy?
======================

The 2012 Cash Flow Calendar http://www.cashflowcalendars.com is designed to help YOU do exactly what the MS Balmoral has done…

…find unusual events, and create theme-based promotions around it.

For example, in January of 2012, here are a few unusual events you could create themed product or services launches around:

* Second week of January is National Pizza Week
* The fourth week is National Mozart week (and Jan 27th is his birthday)
* January 12th is the 36th Anniversary of the passing of Agatha Christie in 1976
* Friday January 13th is not only a Friday the 13th, but is also the Rubber Duckies birthday
* Sunday, January 22nd is National Answer Your Cat’s Question Day… what better reason for a pet-related marketing campaign (pet campaigns can be a BIG draw for contests, competitions, and just fun all-around promotions).

Keep it simple.

Find a special event or date you could really have fun with.

Do some research about the basics of the date or reason for celebration.

Create a 3 step (minimum) campaign that has some fun with the date, tells a great story that ties into that date, then relate the celebration to your special offer.

Send out all 3 steps, each of them having fun and telling a different part of the theme or story-based campaign.

Simple.

In theory… right?

The key is to just do it. Don’t overthink it… massive momentum and action will take you MUCH FURTHER than over analyzing it will!

Just get it done.

Have some fun.

And give your clients and prospects something fun to get excited about too.

It worked for the cruise line… and will work for you too.

Here’s to a fun-filled, promotion and story packed marketing year!

Troy

PS: People often ask if this applies in their country too (assuming they are outside of North America).

Why not?

Even if National Pizza Week is an American thing, or a Canadian thing, so what?

There is no rule book saying you can’t create your own holiday like this.

DECLARE IT!

You don’t need to ask for permission to do a promotion… just get it done!

2012 Marketing Plan and Cash Flow Marketing Calendar

The 2012 Cash Flow Calendar...turning wacky dates into money making marketing campaigns

The 2012 Cash Flow Calendar http://www.cashflowcalendars.com walks you through the basics of good theme-based promotions and gives you AMPLE opportunity for standing out from the crowd.

…it also gives you a 12-month, week-by-week calendar you can modify to suite your own marketing plans for the year.

Rest assured though… actually filling the calendar out for your own use… and then IMPLEMENTING what is planned… is THE KEY to massive marketing success in 2012.

Thinking about it or promising to do it won’t get you there…

…getting it DONE will.

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).

Jan
04

A New Year and a new marketing plan for 2011

Happy New Year!

Now get to work.

Seriously, we are all done our rest and relaxation – and now its time to get busy planning for the year.

Some of my top tips for making the most of 2011:

1) Surround yourself with other successful people. From the coaches and mentors you take on (which you MUST) – to the people in your circle of friends.

You must always be looking for those who can support you in your dreams, yet give you down-to-earth, street-smart business and personal advice.

If you are hiring a coach for 2011, which I recommend you do, make SURE you get ample amounts of 1-on-1 time with them. I tried a couple different coaches through the years and the best fit I found is one where I get multiple 1-on-1 meetings a month with them by phone. THAT is what makes the difference – not a single group phone call a month, like many of them offer.

(if you are interested in a coach, I have 2 spots available in a program I never promote – Million Dollar Blueprints – let me know if interested)

2) Forget about listening to the “Negative Nellies” in your life. These are the friends, family members, or business associates that take great pride in cutting your great ideas into itty-bitty little pieces. They always think their opinion is the only right one. And they are always wrong.

Do whatever you need to do to distance yourself from these people – if, for some reason, you have no choice but to be around them, find an entertaining way to talk to yourself while they go about their endless droning about how stupid you are for trying to be successful, or creative. Last, it feels REAL GOOD to prove them wrong – a worthy goal in and of itself.

3) Do not try and be everything to everyone. I turned down a lot of work this year. And it felt good. Earlier in 2007 I decided to limit how much of my time was available to others, and have put a big dent in the amount of hours I write, coach or consult with others. My rates went up substantially as well.

For 2011, you really need to consider who you really want to work with – and then repackage what you offer, and for how much, so that you are getting only the types of clients you feel the best working with.

4) Technology does NOT make our lives all that much easier – or productive. Email without management tools becomes a burden. Cell phones with all the nice tools become a crutch, and are debatable in the actual productivity gains claimed. Facebook and Myspace type sites are still questionable. Despite some of the claims I have heard of the incredible business advantages to these networks – I would need to see some pretty solid proof that the immense amount of time going into the management of this is worth it.

(that said – I am seeing phenomenal results from the advertising my clients and I are doing on Facebook and Google – if you need help implementing lead generation campaigns – the coaching program is perfect for you)

5) When building and designing a business to be sold in the near future, make sure you plan for an EASY exit strategy.

My father-in-law sold his drilling mud company to an Australian firm – and had a real tough time in the transition. Bob is a successful entrepreneur who has built this company up from nothing into a multi-million dollar a year business – so asking him to
become an employee of a multi-national conglomerate is not something to be taken lightly.

It taught me a very valuable lesson to plan an exit strategy so that you are not in the same position at the time when you just want to move on.

Plan for the exit to be as simple and seamless as possible, without you having to be the brains behind the business for years after it sells.

6) Hire slow – fire fast. Some great advice I had heard from Dan Kennedy, which I ignored at the beginning of the year. Cost me money and too much stress. Now I am much more careful with the people I hire, and at the first sign of ignoring the pre-determined rules, they are gone. Simple advice – but very worthy of inclusion into your hiring, your joint venture partners, any business associates or partners you are thinking of bringing on.

7) Read – LOTS. I averaged at least one book a week – many weeks 3 or 4. The most successful entrepreneurs in the world are voracious readers – and there are soooooo many great books to read, and learn from.

One recent read: Sex, Money, Kiss by Gene Simmons – AWESOME BOOK.

I had always loved KISS, but didn’t know much about Gene, other than what I saw on his Family Jewels reality show. Now HE is a true genius and master entrepreneur. If you are looking for some serious lessons on building a mega empire, like he has, read this book. {You can and should also read my article about Gene Simmons at this profitable spot}

I want to wish you a very Happy New Year!

And I do look forward to hearing about your goals for the year.

Troy

PS: Dont forget, I have 2 highly profitable programs you should consider using to jump start your year:

2011 Cash Flow Calendars - a step-by-step blueprint for mastering your marketing plan and building your promotional calendar for the year.

Entrepreneurial Spirits - get your year off to a kick start by being an author! Work with me and I will have you in print (and on Amazon) in February this year.

Dec
17

Pre-done Marketing Plan and Calendar

We have added, reworked and improved the 2011 Cash Flow Calendar.

2011 Cash Flow Marketing Calendar

This is for you if you are looking for new, innovative and wacky marketing ideas for next year.

Some of them are written for you.

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

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

But every single day of the year has at least 3-5 different ideas you can use.

OVER 1,200 marketing ideas, article ideas, etc.

PERFECT for:

- marketing campaigns
- blog posts
- Facebook updates
- Twitter
- lead generation campaigns
- customer retention ideas
- customer reactivation campaigns
- wacky ways to stand out from the clutter
- direct mail ideas

…and many other ways you can use these.

Have a look for yourself…

http://www.cashflowcalendars.com/

Did I say…

Done.
For.
You.
Marketing.
Campaigns.

Thanks again.

Troy

Dec
16

My Tae Kwon Do Black Belt and the Zen of Success

Fellow Business-Builder,

My name is Troy, and I’m a junkie… a martial arts junkie.

In the past 11 years of my life, I have been involved in one form of martial arts or another. From the year of Karate I took in ’96 when living in Dallas… to the 5 years of Kickboxing and Muay Thai when back in Calgary.

Last Saturday, I passed my first Dan Black Belt test in Tae Kwon Do.

My first Black Belt at 42 years old… exactly 26 years older than the eldest of my co-testers. There were 8 of us testing, and everyone was 16 years and younger (two of them were 10…getting their black belt!).

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

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

There are sometimes fast track systems that get you the ‘same’ end result.

Some schools I have seen say you can get a Black Belt in a couple years. Intensive training they say is the key. The training part most definitely true. (you can also buy a Black Belt online for $40 without any testing, just saying)

But getting a Black Belt in 2 or 3 years is not similar to training just as hard, but taking 4 or 5 years of training to test for Black.

Some schools pride themselves in putting out as many Black Belts as they can, others pride themselves in putting out far fewer, but more disciplined. I have been in all 3 environments: The Karate school offered a 2 yr Black Belt option. The Muay Thai school rarely tested at all – in 5 yrs I only tested a few times.

Yu’s Tae Kwon Do where I train?

- 4.5 years of membership
- 3-5 days a week consistent training
- 10 individual tests for different belts
- over $6,500 invested in tuition, testing, sparring gear, uniforms and shoes

For the Black Belt test I just passed, I had to:

* Know intimately the 8 different Poomse (patterns) that signify the level of training you are at – each pattern has 18-22 or more moves

* Know 70+ Korean words

* Do a one-page written exam on my experiences in Tae Kwon Do and what the sport means and philosophies are

* Be able to perform the 30 different self defence moves, and the 8 different one-step sparring moves

* Break a 2″ brick with my hand (ouch)

* Do a flying side kick over the backs of 3 people squatting down and break a board at the other end (for a guy my size!)

I did it.

I loved it.

But I learned a LOT about success during my martial arts training.

It is as appropriate in business as it is in martial arts:

1. The #1 reason why people don’t succeed? Lack of commitment. It’s that simple. I saw lots of people come and go throughout the past 4 years… very, very few of them stuck around. Most tried it out for a month or two and moved on. And yet, Grand Master Yu, the owner of the Dojang I train at… is testing for his 9th degree Black Belt this week. It has taken him 4 decades to get this level. He was one of the referees at the 2008 Bejing Olympics and is highly respected in the World Tae Kwon Do Foundation. Now THAT is commitment. Much like the masters who share their wisdom here, Clayton Makepeace, Drayton Bird, Gary Bencivenga… collectively, their commitment to the craft of writing is well over a century! Master James Yu, Grand Master Yu’s son, and my main teacher, has won well over 100 medals in his celebrated career as a lifetime Tae Kwon Do expert. At 26 years of age, he has attained his 5th degree Black Belt, and has remained committed to the sport for almost his entire life. Again, serious commitment to a lifetime of learning.

2. Success is a solo act. Through thick and thin – injury and laziness – good times and bad, you have to show up and do what needs to be done. I have broken bones, pulled far more muscles, felt like crap but kept on going to class and working out. 75% of the time I train… I am the ONLY one who shows up for class (which is why I LOVE going during the lunch hours… it’s like private lessons as I’m the only one there!). You need to just know when a good job happened, without need for external validation from someone else saying “good job”.

3. It’s very much about the basics. Without absolute mastery of those, it is impossible to become more advanced. And yet most people won’t even give the basics a chance. They get bored, or anxious, or just lazy. They want to try something new, yet haven’t even come to a remote understanding of the most basic of lessons. It’s about doing the same thing 1,000 times, maybe 10,000 – only then does it start to truly feel natural. Let me repeat that because this is a BIG one that most people don’t get: it is IMPOSSIBLE to master the advanced techniques if you don’t master the basics first. You can try, but only end up with a giant mess that definitely isn’t advanced, nor is it even good enough to be considered basic.

4. Those who are more experienced DO deserve more respect than others. They have been where you are, failed far more times than you have, and have put in far more hours mastering their craft – they deserve respect from you, or you don’t deserve to play the game. There is a good reason colored belts bow to the Black Belts in martial arts.

5. When breaking the brick you have to be hitting through the bricknot at it. Go bigger than what you would think. When breaking 2 or 4 bricks, you don’t aim for breaking the top brick, you aim for breaking the bottom brick. Unless you hit it right where you want it, it won’t break. There was a little guy testing on Saturday, 10 years old and the physical size of a 7 yr old, who couldn’t break the board with his hand. He kept whacking that thing over 10 times. Finally, it broke. Sometimes it takes 10 good solid whacks at it to get scared or pissed off enough to break the damn thing.

6. It’s never too late. Look, if a 42 yr old, grey-haired guy like me can outshine all the young ones not committed enough to stick with their training long enough… what can you do? I have no plans on stopping, and will continue on through the more advanced levels of Black Belts, at least until my body screams at me ‘enough!’.

7. Learn to LOVE that adrenaline rush. Sometimes you get it from a great workout. Other times it is when you knock off your best sales letter yet. Get in tune with the feeling you get when in the ‘flow’ and constantly be on the lookout for opportunities to get that feeling back.

8. A Black Belt is NOT the end goal! I was amazed at how many people I talk to ask what I am going to do next, now that I have a Black Belt. As if I am supposed to stop and move on to something else. Sadly, half the kids testing for Black were quitting and going on to something else. Me? I see the Black Belt as one step in an ongoing experience. Next goal is second Dan Black Belt. Then third. Etc. Don’t quit after you reach a milestone – get moving faster!

I have been looking forward to writing this article for some time. Realizing it isn’t all about marketing and sales copy… but it is about reaching higher and higher and constantly pushing yourself to greater levels of success.

We have a New Year almost upon us… and there has never been a better time for you and I to think bigger and do more grandiose things in our lives or businesses.

Hoping my bumps, bruises and pulled muscles have a few things to share about reaching the next level of success.

I am not stopping here… I hope you aren’t either.

To your next level of success,

Troy

PS: I have just wrapped up the 2011 Cash Flow Calendar. This is the 4th year with this marketing plan gem. Stuck on what or how to market yourself? Not sure what to blog about? Need something funny to post as a Tweet or FB update? The 2011 Cash Flow Calendar is the perfect marketing plan for those who need new ideas and want help implementing them. PACKED with well over 1,200 marketing ideas to keep you busy for the next year. Have a look for yourself – the 2011 Cash Flow Calendar and Marketing Plan

PPS: This was originally written for Clayton Makepaces Total Package blog.

PPPS: Are you in Calgary? Near the south end of town? If you are interested in starting your new year off with a new, hot and fresh workout with me at Yus… let me know!