I just wanna hit record, wanna hear it on the radio The subject line: “I just wanna hit record. Wanna hear it on the radio” are lyrics from a song “Overnight Sensation” by one of my favorite bands – The Raspberries. This leads us to a question posed by one of my subscribers regarding measuring radio advertising. (WARNING: Don’t disregard this if you don’t do radio advertising. What I’m about to say applies to ALL advertising.) Q: I’ve been a subscriber to your e-zine for a few weeks, and am finding your info great — very pertinent, down-to-earth. I hope you can help me help a client organization of mine: It is a locally-owned bank, with several branches. Now senior decision-makers, who don’t really understand media and marketing, would like to ax the $1200/mo expenditure. I’m trying to help the managers of both branches in the city in their quest to hold on to the radio contract (which will likely go up to about $1400-1500/mo at renewal) but I know they need harder data on results — and I need to know better ways to access and accumulate that, in order to be of help to them. Suggestions? Thanks in advance! Debora DD: I used to be in the radio advertising biz so I have some very good suggestions for you – although your client probably won’t like them. Namely, the only advertising they should be doing is direct response advertising. Betcha they aren’t using direct response for their print ads either. Here is what makes up a direct response ad: 1. There is a specific offer of some type. 2. It is measurable. 3. There is a specific call to action. Most big, dumb institutions use generic advertising as a means to “keep their name in front of the public.” This is a giant waste of money. Advertising agencies HATE to create direct response ads because first, they don’t know how to do it right, second, they require more work and thought than a traditional image ad, and third, the client will know down to the penny if the ad worked or not. With an image ad there is really no way of telling. This might sound self-serving but the fact of the matter is that the best course I have found on direct marketing is my “Your Marketing Department In A Box.” It shows you step by step how to create killer marketing that can be measured and get results. If you’re interested in really getting a complete direct marketing system, I suggest you at least check out “Your Marketing Department In A Box” at: http://www.davedee.com/box Kick butt, make mucho dee-nero! ~Dave Dee P.S., Your comments and thoughts are welcome. Post ‘em here!

The subject line: “I just wanna hit record. Wanna hear it on the radio” are lyrics from a song “Overnight Sensation” by one of my favorite bands – The Raspberries.

This leads us to a question posed by one of my subscribers regarding measuring radio advertising. (WARNING: Don’t disregard this if you don’t do radio advertising. What I’m about to say applies to ALL advertising.)

Q: I’ve been a subscriber to your e-zine for a few weeks, and am finding your info great — very pertinent, down-to-earth.

I hope you can help me help a client organization of mine:

It is a locally-owned bank, with several branches. Now senior decision-makers, who don’t really understand media and marketing, would like to ax the $1200/mo expenditure.

I’m trying to help the managers of both branches in the city in their quest to hold on to the radio contract (which will likely go up to about $1400-1500/mo at renewal) but I know they need harder data on results — and I need to know better ways to access and accumulate that, in order to be of help to them.

Suggestions?
Thanks in advance!
Debora

DD:  I used to be in the radio advertising biz so I have some very good suggestions for you – although your client probably won’t like them. Namely, the only advertising they should be doing is direct response advertising. Betcha they aren’t using direct response for their print ads either. Here is what makes up a direct response ad:

1. There is a specific offer of some type.
2. It is measurable.
3. There is a specific call to action.

Most big, dumb institutions use generic advertising as a means to “keep their name in front of the public.” This is a giant waste of money.

Advertising agencies HATE to create direct response ads because first, they don’t know how to do it right, second, they require more work and thought than a traditional image ad, and third, the client will know down to the penny if the ad worked or not. With an image ad there is really no way of telling.

This might sound self-serving but the fact of the matter is that the best course I have found on direct marketing is my “Your Marketing Department In A Box.” It shows you step by step how to create killer marketing that can be measured and get results.

If you’re interested in really getting a complete direct marketing system, I suggest you at least check out “Your Marketing Department In  A Box” at:

http://www.davedee.com/box

Kick butt, make mucho dee-nero!

~Dave Dee

P.S.,  Your comments and thoughts are welcome. Post ‘em here!

A Power Marketing Tip To Skyrocket Profits

A Power Marketing Tip To Skyrocket Profits

Tuesday’s are becoming a problem for me.

As I’ve mentioned before, Tuesday’s are half-price sushi night at a restaurant that is literally three minutes from me. Every time I go, the stack of my empty sushi plates gets higher and higher – and I stay longer and longer.

One of the many cool things about this place is they will often make me something and give it to me for free OR they will have me try it and if I don’t like it, they don’t make me pay for it. (Of course, they know I like almost everything!)

In any business transaction, the buyer is taking a risk whether it be a real risk or a perceived risk. You can INSTANTLY INCREASE YOUR SALES by reversing the risk so that you are taking it and not your customer by offering a guarantee.

Some of you might be thinking, “I can’t do this. My business is different!”

Everyone thinks their business is different but it is simply not the case.

For example, before I became a marketing and copywriting genius I was a corporate entertainer who did a magic and mind reading show for banquets, sales meetings, etc. Now if ANYONE could claim that their business was “different,” it would have been me, don’t you agree?

But the fact is that my entertainment business was no different than any other business. I had to generate leads, do follow-up marketing, and close the sale. (By the way, I was selling my entertainment service for $2,500 for a 35 minute show so this wasn’t exactly a small ticket sale.) And, as you can probably guess, I used the strategy of risk reversal.

Figure out how you can reverse the risk to your customer and watch your profits skyrocket.

(Your comments are always welcome.)

Kick butt & make mucho DEE-nero!

~Dave Dee

P.S. Wanna see a GREAT example of risk reversal? Check out how I do it for “Your Marketing Department In A Box.”  Take a look here at:

http://www.davedee.com/box

One subscriber’s cool mantra

After having a great weekend of music, eating (I forgot to mention, I ate at a GREAT restaurant in Nashville where the chef made an 11 course tasting menu just for me), and rest, I’m back to reality.

I really enjoy reading the comments subscribers leave on my blog and often learn much from them. Today, as I was thinking about what I was going to write to you about, I read a comment about my “Am I a freak stalker” post from subscriber and customer Dagmar Pollex.

First, she assured me that I am not a “freak stalker” but rather a Melissa Etheridge “groupie.” And then she wrote the following:

“My mantra before a client meeting – provide leadership with energy, commitment and passion.”

Is that cool or what? It looks simple on the surface but it encompasses everything your clients want from you – regardless of the business you’re in.

Now you might say, “I already know that” (Four deadly words) but what you need to ask yourself is that actually what you’re projecting in every prospect and client interaction?

Very few business people I deal with come even close to providing leadership, energy, commitment and passion in what they do. In fact, in all my years in business, I can only think of a few – and guess what? Those are the people I have paid the most money to.

Take a few minutes today and ask yourself if you are living up to Dagmar’s mantra – and be honest with yourself. If you’re not, write down one action step you can take today to move in that direction and then take that action step today.

Kick butt, make mucho “DEE-nero!”

~Dave Dee

P.S., As mentioned,  I love to hear what you are thinking. So feel free to leave your comments. I really do read all of them!

Am I a “freak stalker”?

The other day Tracey, my ex-wife, called me a “freak stalker”. Let me explain!

On Friday night I saw Melissa Etheridge in concert in Atlanta. To say that she blew my mind is an understatement. She performed non-stop with intense passion and energy for two hours and forty-five minutes. One minute there were tears in my eyes and the next minute I’m hooting and hollering. Incredible.

The guy sitting next to me told me he and his friend did not realize that Melissa was playing in Nashville, their hometown, on Sunday night and drove to Atlanta for the concert! That got me to thinking…

Saturday morning, I wondered if it would be crazy for me to see if I could buy a ticket to the Nashville show on Sunday and make the four and half hour drive. Well before I knew it, I had ticket in hand from a ticket broker, a hotel room booked less than half a mile from where she was performing ,  had made dinner reservations and was Nashville bound.

I literally just got back from the concert and once again was totally blown away by Melissa. (As you might know from previous writings, I am in love with her and was going to ask her to marry me. I could have because I was in the front row for the Nashville gig!)

One of the things she did at the concert was acknowledge that times are tough for people and sincerely thanked the audience for spending their money to see her. And man oh man did she over-deliver and give the audience WAY more than their money’s worth.

And that is the whole point of this email. We need to be delivering more than we promise to our customers. We need to go the extra mile. We need to appreciate that in these tough times our customers are spending their money with us.

So when thinking about how you treat your customers. You might want to ask your self: WWMD? (Yep, you got it, “What Would Melissa Do?”)

Kick butt, make mucho DEE-nero!

Dave Dee

P.S. I’d love to hear your thoughts. So feel free to leave your comments.

Faster than a speeding bullet…

Tonight I’m going to see Melissa Etheridge – I can’t wait! I’m sure I’ll be writing to you about the show next week but today I want to talk about a seminar I did where everyone was very excited about what they were discovering and couldn’t wait to get home and implement the stuff they
learned… EXCEPT for one guy.

Nope, this guy did NOT wait until he got home. After the seminar ended for the day, he went back to his room and implemented one of the strategies he learned earlier in the day.

His results?

He made 47 sales overnight!

Now, it does NOT matter what the strategy was. It does NOT matter what he was selling. The lesson here is that…

He got off his butt and took immediate, massive action! He didn’t think about it, he did it. He didn’t wonder if what I told him would work, he tested it. He did not procrastinate, he took action faster than a speeding bullet. Remember this:

Results are reserved for DOERS not for DREAMERS and speed of implementation is one of the keys to success.

Think about something, just one thing, that you have been meaning to do but have been putting off. Now block off time on your calendar to do it. And then do it. Not only will it set you on a path of success but you’ll feel great about yourself as well.

Have a great weekend.

Kick butt, make mucho DEE-nero!

~Dave Dee

P.S., The *other* lesson is that what I teach works. The reason is that I personally have tested and use all the strategies I share with you in my own business. There is NO THEORY. So if you have a service type of business and you want to attract more qualified leads, generate more referrals, and at least double your profits, owning “Your Marketing Department In  A Box” is mandatory.

Get it now and then use it:

http://www.davedee.com/box

Mama Mia!

Yesterday, in between interviewing potential private clients, I decided to go out for a quick bite to eat since my refrigerator is completely empty. (I re-hired my personal assistant who will now be shopping for me – thank God!)

I decide to go to Mama’s Pizza which is right down the street from me. It was around 2:30 so I didn’t expect it to be busy but it was. Anyway, I order a meatball sub and take my seat.

While I’m waiting, I look around and see a lot of people eating small pizzas and more and more of them coming in to order small pizzas. (Mind you this is in the middle of the afternoon!) One guy at another table asks me, “Hey, did you sign up for their email list?”

I said I didn’t know that they had an email list. “Dude, the form is right there on the counter, go sign up,” he says.

I ask him why and he replies, “Because they send out specials every week just to members who are on their email list. Today’s lunch special was a small pizza and a drink for $5.00. I used to come here about once a month and now I come at least once a week.”

Ah, now I know why so many people are ordering small pizza’s at 2:30 on a Wednesday.

I would bet that all across the country, there are people who own pizza shops (and every other kind of business) who are bitching and complaining about the lack of business and how bad the economy is while they just sit on their backsides.

I have been teaching this simple email strategy for years: Simply collect the names and email addresses of all of your customers, send them a weekly newsletter and periodic “subscriber only” specials. Hmm… let’s look at how much that strategy costs? Oh, how about ALMOST NOTHING.

Why would a business owner not take advantage of a simple and yet highly effective marketing strategy that is basically free? Doesn’t make a lot of sense to me.

If YOU are not using this strategy, make it a priority to put it into place by next week at the latest. It’s so easy and the payoff is enormous.

(As always, I welcome your comments and thoughts. Please post them here on my blog.)

Okay, gotta go check my email box to see what’s for lunch.

Kick butt, make mucho “DEE-nero!”

~Dave Dee

P.S., Do you have my course on email marketing? If not, why not? The small investment you make in it will pay off one hundred fold. Get it now at http://www.davedee.com/email

[DD Classic] MY $750 Cat – Part 2

Every Tuesday I go for sushi at a restaurant that’s right around
the corner from my house. The chef typically makes me sushi
that’s not on the regular menu.

Well, last night he added a little twist to the evening – Sake.
He asked me if I wanted a shot on him and then another and
another. Well, the sushi chef and I got a bit tipsy to say the
least.

So, fortunately I don’t have to write a new article today for
you! Here is the Dave Dee classic:

——————————

My $750 Cat – Part 2

——————————

Yesterday, I wrote about how my kids wanted to buy a cat for $750
and the associated marketing lessons.

I flat out told the kiddos that I’m not spending $750 on a cat
when we already have two of ‘em.

Well, last night, I’m at the pet store writing a big ‘ol
check! How did that happen? Believe me it was a question
I’ve been asking myself. Here are the answers:

First, like good salespeople, my daughter and son were very
persistent. They kept asking. Studies have shown that on
average it takes seven attempts to make a sale. The kids
tried way more than seven times to close the sale.

Second, the kids were passionate about wanting to make the
sale. Your passion and your enthusiasm for your product has
a direct bearing on whether or not you make the sale.

Third, the kids had me go look at the cat and hold the cat.
After I did that I was done because they had effectively
given me a “sample” before I made the purchase. How can you
do that in your business?

So, “Twink” (short for “Twinkle”) has a new home and my kids
are thrilled. I kind of like her too even though she greeted
me this morning by jumping on the bed, getting on top of me
and pooping. (I’d like to thank all of you who encouraged me
to get her.)

Kick butt, make mucho DEE-nero!

~Dave Dee

P.S. If you are a doctor, financial advisor, or other
service professionals and you want to generate a continuous
stream of hot prospects, dominate your target market,
attract more A-list clients and double your profits in 11
months or less, rush over to:

http://www.davedee.com/box

[DD Classic] MY $750 Cat – Part 2

Every Tuesday I go for sushi at a restaurant that’s right around the corner from my house. The chef typically makes me sushi that’s not on the regular menu.

Well, last night he added a little twist to the evening – Sake. He asked me if I wanted a shot on him and then another and another. Well, the sushi chef and I got a bit tipsy to say the least.

So, fortunately I don’t have to write a new article today for you! Here is the Dave Dee classic:

——————————

My $750 Cat – Part 2

——————————

Yesterday, I wrote about how my kids wanted to buy a cat for $750 and the associated marketing lessons.

I flat out told the kiddos that I’m not spending $750 on a cat when we already have two of ‘em.

Well, last night, I’m at the pet store writing a big ‘ol check! How did that happen? Believe me it was a question I’ve been asking myself. Here are the answers:

First, like good salespeople, my daughter and son were very persistent. They kept asking. Studies have shown that on average it takes seven attempts to make a sale. The kids tried way more than seven times to close the sale.

Second, the kids were passionate about wanting to make the sale. Your passion and your enthusiasm for your product has a direct bearing on whether or not you make the sale.

Third, the kids had me go look at the cat and hold the cat. After I did that I was done because they had effectively given me a “sample” before I made the purchase. How can you do that in your business?

So, “Twink” (short for “Twinkle”) has a new home and my kids are thrilled. I kind of like her too even though she greeted me this morning by jumping on the bed, getting on top of me and pooping. (I’d like to thank all of you who encouraged me to get her.)

Kick butt, make mucho DEE-nero!

~Dave Dee

P.S., If you are a doctor, financial advisor, or other service professionals and you want to generate a continuous stream of hot prospects, dominate your target market, attract more A-list clients and double your profits in 11 months or less, rush over to:

http://www.davedee.com/box

[DD Classic:] The $750 Cat

I am absolutely swamped this week interviewing people who want to become a private client and get my “We Do It All For You” product launch package.

(Because I can only accept a very limited number of clients for this complete service there is an application and interview process before I select clients to work with.)

So, for the next couple of days, I’ll be reprinting part 1 and part 2 of my classic email…

———————–

The $750 Cat

———————–

Let me preface this little tale (get it, “tail” ) by telling you that we already have two cats, both of whom I’m not particularly fond of.

My daughter comes home yesterday and starts describing this kitten that she saw at the pet store. She tells me how tiny the kitten was, how fluffy, how sweet, etc.

“Please Daddy, please can we get this kitty? I promise I won’t ask for another animal every again,” she implores.

I’m a sucker when Gina looks at me with her big blue eyes, so I ask, “How much is the kitty sweetie?” “Oh, Daddy it’s only $750.”

Well, daddy almost fell off the couch when he heard the price tag. Like I said, I’m  a sucker but not *that* much of a sucker! “Who the hell would pay that much money for a freakin’ cat?” I wondered.

The truth is that there are a LOT of people who would pay that much money and more for a cat. And there is a HUGE marketing lesson in this story for every business owner on the planet. This lesson, if applied, will make you piles of cashola this year.

Do you think you know what the lesson is? If so, post your answer here on my blog.

This “put on your thinking cap” exercise in and of itself will spark the creative moneymaking genius inside of you. So even if you don’t nail the important lesson I’m thinking of, you’ll come up with bunch of ideas that will also make your profits soar.

The challenge has been placed. Post your comments here and let’s show the world how smart you are!

Kick butt, make mucho dee-nero!

~Dave Dee

P.S., Obviously my “We Do It All For You” product launch program is out of reach for most folks, but I am thinking of doing an 8 week one-on-one coaching program for a SMALL group of people who want my step-by-step guidance and help launching or re-launching their program. I’ll let ya know if I decide to do this.

Hmmm… maybe this really isn’t your problem

I was Mr. Mom this weekend – driving the kids to birthday parties, book clubs, sleep-overs, picking my son up at 10:00 PM ’cause he didn’t want to sleep over, and on and on. Whatever happened to the “lazy days of summer?”

Today, I’m going to tell you a story that illustrates a vitally important mistake that almost all business owners make that is costing them money and is probably costing YOU money.

My friend received a beautiful direct mail piece that was selling a particular type of cosmetic medical procedure. The brochure was first class and certainly cost a pretty penny. The procedure was something that my friend had been wanting to do as well.

Everything was perfect: The message arrived to the right prospect at the right time.

My friend called the number to get more information and got an answering machine. This, in and of itself was not too bad although having someone answer the phone live would have been a good idea… especially at the price point of this service. My friend leaves a message and hangs up.

No one returns the call that day. Day two rolls around and still no call. Surely, on day three someone will return the call from a hot, qualified prospect, right? Wrong. In fact no one EVER returned the call!

Let me tell you what the idiot business owner is going to say when he looks at his numbers: “Ah, I knew it. This direct mail marketing stuff is a big waste of money. It doesn’t work.”

A big problem facing most business owners is not that their marketing doesn’t work. It’s that their people don’t work because they have not been properly trained and then held accountable. If Susie who answers your phone is a moron, it doesn’t matter how good your marketing is.

Of course, every business owner thinks, “That’s not the case in my business. My business is different.” To the person that thinks that, all I can say is “Good luck.”

Kick butt, make mucho DEE-nero!

~Dave Dee

P.S., Are you getting enough qualified leads inquiring about your services every day? If not, your business is slowly dying and you might not even know it. Leads are the lifeblood of your business. Discover how you can generate
more leads in a month than you now do all year by going to:

http;//www.davedee.com/box