Wednesday, December 22, 2010

Pyromaniac Businesses Get Burned

G'day friend,

So, I was reading this articles at Cracked.com that a friend posted on Facebook.

In the article, there was this fire department in South Fulton (Obion County, Tenn.) who has an annual $75 fee for emergency services (like, um, your house being on fire). Anyway, the man, Gene Cranick, had not paid this fee.

When he came home to find his house on fire, he called... but they wouldn't come. They said he hadn't paid the fee, and so they wouldn't come save his property.

Mr. Granick, seeing the error of his ways, offered to pay them the FULL $75 to come out now. They refused - they said it would cause people never to pay unless there was an emergency actually taking place.

Pure Stupidity Kills Businesses

There are certain times, my friend, when you have to accept the good... and the bad. Sure, Garick might've been a cheap bastard and not paid his fee/coverage for the year. But right now, when he needed the help and was willing to pay... now would've been a good time to show him how much of a BENEFIT it is to have something like, I dunno, a fire department on hand.

However, they went about this demonstration poorly. And I'll explain the better way to do it in a moment.

First, I'll show you the negativity that followed this display of poor business practice.

1) They pissed one guy off royally (who will tell everyone he knows from that day forward how the POS Fulton Fire Department let his property burn)

2) They more than likely generated a whole s*** storm of bad press. I haven't research enough to know this for sure, but I am almost positive.

3) Lost a potentially RAVING customer and advocate for their company.

4) Demonstrated utter stupidity and strengthened the image of "Cold Cash Capitalism," which is taking a beating from every direction

... And I could go on. There is so much wrong here.

So, what is the better way to have handled it?

They could've said:

"Mr. Garick, I'm sorry to hear that. We'll come out and accept your payment for the remainder of the year now, and try to save your property."

Then, they should've HAULED ASS out there and put out the fire. Supposing this got done, they ask if they can go on record with him and have a news piece published:

"Fire Department Comes To Man's Rescue"

The story would go into detail about how Mr. Garick had neglected to make his payment. He returned home on xx/xx from to find his house burning. He immediately called the Fulton Department who, despire Mr. Garick having not paid for his annual coverage, sent out a truck and accepted payment on the spot.

The fire chief had this to say, 'Mr. Garick is very fortunate. We try to take care of our citizens here. We don't do this normally, but I'm hoping all the people who have not paid will see this as an example of why it's so important.'

Mr Garick was thankful, 'You know, I had never really cared. I thought, 'How could it happen to me? My house won't catch on fire.' I was expecting the worst when I called the fire department - but instead, they came through and I was able to salvage most of my things.'"

Wow. That's a heckuva lot better than, "Fire Department Lets Man's House Burn Due To Non-Payment."

At least, for the company. Reporter's probably like the latter more.

Anyway, keep this in mind. Yeah, you have to draw the line somewhere - but if it's between drawing the line and getting a customer... Make the right choice.

Over and out,

Angel Suarez

Wednesday, December 8, 2010

Marketing Lesson Learned By Watching Horrific Car Crash

G'day friend...

So, there we were. My 3-year-old daughter and I had to run to the store to get some milk and juice. While waiting at the red light on a busy intersection, there's a loud series of honks and then...

BBBBRRRRRKKKRRRRAAAAAWWWWW

(I know, but that's actually what more crashes sound like)

And before us, we watch a black SUV collide with a small, white car. It looked like a 92' Ford of some sort, just in design. The paint was chipped; a pretty worn out vehicle.

Anyway, the black car actually flipped 2 or 3 times before landing on its side. It was a wreck - literally, the SUV was so beaten, it was definitely beyond repair.

I think you would have a similar result if you found something mangled by a bear.

Slowly, after a moment, the driver's seat of the white car pops open (the black and white car are less than 3 feet from each other).

Out comes a young girl, maybe in her early 20's. She stumbles a few times and looks around. From where I was, I saw this look in her eye of, "What now? What do I do? What just happened?"

And Then... The Most Amazing Thing Happened...

You may have seen this event unfold before. I am willing to bet money you witnessed the same magical thing.

Dozens of cars pulled off the road. People poured out of them, cell phones in hand, jogging towards the crash. Perfect strangers coming to another stranger's rescue.

One older man with a red winter cap on jogged towards the woman asking, "Are you OK? Are you alright?!" Then he carefully led her off the road, arm around her shoulders, to a safer spot.

Then, around six people came together and PULLED the damaged, unhinged door of the SUV and helped the passengers.

The light turned green. I just watched. My daughter asked me, "What's going on, daddy?"

So I said, "People are being helping eachother."

Now, what could I have possibly taken away from this? Better yet, what can YOU take away from this.

One powerful fact. One fact misanthropes and cynics always say is utter crap.

People Are Generally, INHERENTLY, Good!

What does this mean?

OK, a few examples:

I believe it was Trevor Crook who tells the story of a picture framing business he was hired to consult for.

He tried this tactic: send $50 checks to a list of people. It may have been past customers - I don't recall specifically.

Anyway, these were CHECKS. And those were REAL $50. And they send them to atlest 25 people. So at the very least, there were $1,250 on the line, not counting the printing and mailing costs to send these checks.

The point of the campaign was to bring people into the store and use those checks as discounts from their picture frames.

Do you know how many people cashed the checks instead of buying the frames?

Not a one. Not a single one.

Another decent example is one of John E. Powers, an ad-man of the Old Order (the first six-figure copywriter).

Let me quote Claude Hopkins to relay the story...

“A clothing concern was on the verge of bankruptcy,” says Hopkins. “They called in Powers, and he immediately measured up the situation. He said: ‘There is only one way out. Tell the truth. Tell the people that you are bankrupt and that your only way to salvation lies through large and immediate sales.’

“The clothing dealers argued that such an announcement would bring every creditor to their doors. But Powers said: ‘No matter. Either tell the truth or I quit.’

“Their next day’s ad read something like this:

We are bankrupt.

We owe $125,000 more than we can pay. This announcement will bring our creditors down on our necks. But if you come and buy tomorrow we shall have the money to meet them. If not, we go to the wall. These are the prices we are quoting to meet the situation.


“Truth was then such a rarity in advertising that this announcement created a sensation. People flocked by the thousands to buy, and the store was saved.”

Interesting, eh?

Of course, lots of people went because of the low prices, the savings they would have. But I am also betting there was some small iota that just wanted to help. They saw someone/something in danger, it asked them for help, and they responded.

I'm sure Powers knew this, too. There are more layers to WIIFM (What's In It For Me?) than there are onions, my friend.

The reason I am making this such a big deal is... so many people are terrified of doing little things. They don't want to guarantee, because they're afraid they'll go out of business in a day by being "taken."

Think about it. What have you not done out of fear of your customers eating your business alive?

Let me tell you this: what ever reason you're hiding behind... is most likely horse-shit. (Oh my- profanity).

Sure, there are things you should be careful about. For example, don't guarantee gutters will be in-tact for five years. Why? One hurricane or high wind blows through, rips off 100 gutters... and now what? How many do you have to replace out of your pocket? But heck, this isn't even about your customers scamming you. It's about Mother Nature kicking you in the teeth.

The truth is, you can generally depend on people to do the right thing. You can usually bet they won't do something to your business to cheat you.

Gene Schwartz once said: "...people really want to be liked. They want to be nice, they want to be happy, and they don't want to hurt others." (Read "How To Win Friends and Influence People" to see the proof).

And please, don't spit the nonsense about wars, death, rape, whatever. Those are all exceptions to the good things people do everyday.

So, keep this in mind. Take it for a spin.

And the next misanthrope you meet, just punch 'em in the teeth.

Over and out,

Angel Suarez

Sunday, December 5, 2010

Why Hookers Need Pimps, Part II: Hooker's Rebellion

G'day friend,

So, I was thinking the other day about my "Why Hookers Need Pimps" post. If you haven't read it, you should. A lot of good, very useful information there to set you on the road to better marketing and selling.

If you haven't read it, go here: http://young-buck-marketer.blogspot.com/2010/11/why-hookers-need-pimps.html

And then come right back.

OK, now, I am assuming you're up to speed. Pressing forward...

I realized there are more similarities to the seller/pimp-customer/hooker relationship than I at first imagined.

Truth is, all sellers are pimps. All buyers are hookers. The problem, though, is that many sellers become "abusive" pimps.

No, I don't mean your baby-power B**** slapping your clients... not in the physical sense. But to some degree, you may be.

How You Make Dealing With Your Company A Pain, And Not A Pleasure

Listen - you're not the government. People don't have to deal with you if they don't want to. They aren't threatened with jail if they refuse to buy your product(s)/service(s) and give you money.

No way, bubba.

So, logically... you want dealing with you to be 95%+ pleasant, and 2% not-so-great (if they go over the return policy, a product doesn't arrive when it was supposed to, product is damaged, doesn't meet expectations, etc).

Believe it or not, once a customer has bought into your Kool-Aid, they'll stick around... as long as you don't make an effort to drive them away.

The Art of Pimp Slapping Your Clients

OK, what happens if a pimp beats on his ladies too much, too hard, too often? Well, three things:

1) She leaves his slap-happy ass for another cane wieldin' daddy (who probably breaks the previous pimp's nose) (Goes to a competitor)

2) She gets together a bunch of other angry hoes and kills him (Boycotts your business - spreads words about your con-artist ways

3) She sticks around for the abuse because she's scared and eventually takes it to a higher level for one reasoner or another - the Popo's (police)(She gets together attorneys and other unhappy clients for a potential class action lawsuit)

None of those sound particularly appetizing, right?

But it does happen. I've seen it happen.

But let me be clear: it only happens when every interaction your client has with you is unpleasant

Here are a few examples of "slaps":

1. Charging for something and not telling them ahead of time the charge will appear

2. Not IMMEDIATELY refunding for an overcharge

3. Not immediately refunding their money for a returned item

4. Making the buying process a headache

5. Giving your customer a sub-standard product and telling them it's "gold" in your materials

6. Having apathetic or poor customer service

7. If something does go wrong, not keeping them up to speed at each step

8. Quoting "policy" at them (and calling it policy)

9. Not "rewarding" them for good behavior

10. Over promising, under delivering (kinda like #5)

11. Not quickly and efficiently replacing a lost or damaged item (never leave it to UPS or the carrier - you're pretty much sending your customer to a dark cavern from which they'll never return if you do)

12. Not fixing a problem if their order CONSTANTLY yields lost or damaged items (if you're getting daily phone calls in the 10+ range of people's items being damaged on arrive, you've got a MAJOR problem)

13. Not going above and beyond the call of duty when something goes wrong

14. Making them go through the CUSTOMER SERVICE HELL (which is worse than voicemail hell)(I'll explain this more in a future blog post)

There you have it. Those are the biggest, most common "Customer Slap Tactics" I've seen. And I know. Before entering into the copywriting/marketing world, my wife and I both had customer service jobs.

I personally know what major complaints customers have.

So, here is my advice: print out those "14 Slap Tactics" and go through them. If you have a company, make sure you're not doing ANY of them. If you're a consultant, make sure your client stops doing them.

I'd also pick up a copy of "Word-of-Mouth Marketing" by Jerry Wilson. A great book.

And then, check out www.Zappos.com. I personally know people who've bought from them (I'm not in the market for shoes right now). And everyone is happy. They avoid those 14 Slap Tactics like the plague they are.

Keep them in mind. You'll be glad you did.

Over and Out,

Angel Suarez

Thursday, December 2, 2010

How To Stop Being Your Prospects Ghoul in the Dark

G'day Friend,

It always amazed me how few people try to use personality... in any of their written communications. I mean, real character. People have just been brought up to believe this whole writing thing must be analytical and formal. Otherwise, you don't get taken seriously.

I can see where they're coming from with this belief.

After all, nobody takes the consummate prankster seriously, right?

If you were the class-clown in school, you'll know this firsthand. The "class-clown" was the comic relief. You didn't put much stock in what he said.

But I'm Not Talking About Being Funny As Having Character

The truth is, everyone looks at one extreme end of the spectrum - the class clown - and thinks of how they feel about him.

He's ridiculous.
He shouldn't be taken seriously.
He is never serious.

On and on, so forth.

So, what lies on the other side?

Well, the analytical guy with zero personality. He's just "about the facts." He doesn't put any spice on his food. No sugar with his tea, see?

And most people, not being well-learned salesmen or copywriters... they don't know the truth. And the truth is...

"No Matter Who You're Writing To, THEY Want To See Who YOU Are!"

For example...

In just about every marketing test I've known of, a personal voice (Me, John Jay, the president of the company) outsold and outperformed the cold, corporate front (We at Smithinghouse Partners and Associates).

Why? Because as Dan Kennedy said: "People like to deal with people."

OK, here is an example that just happened to me recently: I have a female friend who who was trying to get a job.

She wrote up resumes, put down all the standard BS, and then asked if I'd be so kind as to take a gander.

Well, I did.

Same dry, boring, informal collection of "objectives" and "skills" as every other job seeker.

Cut through the clutter. No matter what, you have to cut through the clutter.

Your headline does this. Your opener. The teaser copy on the envelope. The lack of teaser copy on the envelope.

Whatever. You get attention. You find a way for the reader to STOP in her tracks feel compelled to read what you've sent her.

Anyway, I spiced this things up.

I created a VOICE for her to use. I added personality and even made offers (in forms of promises, or things like free labor as a "test-drive").

The result?

She Got A Job The Next Day!

She told me there had been companies who called just because her resume impressed them so much.

And another job she went in for to be interviewed... hired her on the spot!

How did she get in that room?

Because she gave them a reason to bring her in.

The truth is, people want to talk to other people. That's all. They're scared of nameless, faceless creatures. Think about it - most of our horror stories we're raised with are ghostly ghouls we can't see, lurking in the dark.

Have some character! Give them someone to relate to. Give them a person who understands them. Because in the end, no matter how much you talk... a company can never understand another person.

But a living, breathing, fat, pink human being can. (This is also why having a live customer service line, instead of voicemail hell, is important for so many people).

Anyway, that's enough for now.

Take away: don't say we, say I. And inject some life into your communication.

Ya' dig?

Over and out,

Angel Suarez

Tuesday, November 30, 2010

Slash Refunds Like Jack The Ripper

G'day friend,

This is a two-part lesson.

See, this sits on the fence between two important subjects. Two things you must know about if you're entering the entrepreneurial world.

Marketing and copywriting.

Marketing is your company. Period. It's how you advertise, it's your website, your store front, the names/titles of your employees, the little outfits you put them in, the name of your company, how you consistently acquire new customers every day, month, or year... It's how you position yourself, your product (both physically and in the mind of your customer), your customer service, the condition of your store, etc.

If someone says they don't do marketing...

They're Either Ignorant Or Lying Through Their Teeth!

My view is this: marketing is every point in time when your company touches your customer or prospect.

The problem is, some people are marketing and don't know how to market. Admittedly, you can still be successful not "knowing" how to market. But life sure becomes much, much more difficult.

However, if you have a system in place for marketing... if you know what you're doing to maximize your sales or optimize every interaction with that customer... Bingo!

Here is where copywriting comes in...

I don't much care for the title "copywriter" or "copywriting." Everyone confuses it for copyrighting and things you're trying to patent something.

It also says nothing, honestly. Only people in the advertising world - students of the craft - know what 'copy' is.

So, let's use something you might understand better: sales writing.

Better?

OK, moving forward.

Sales writing is the written material you use to sell prospects.

When you see writing in ads (which is becoming increasingly rare, as advertisers become increasingly worse), that's sales writing, or 'copy.'

Now, when you realize these materials are sales pieces - they're made to sell the reader on buying your widget... It really makes you think.

Would a good salesman say...

"Dr. John Crawford, MD - 29th TerribAd Ln. East, Suite #4B City, State, ######. We'll fix you."

Only if he wanted to get thrown out through the window (assuming he got in).

Sales writing is pretty much all the writing used to convince the reader into purchasing or whatever action you desire from them.

Marketing is every interaction you have with the prospect/customer. Sales Writing, or copywriting, is the content of those interactions.

OK, now you understand those two things. And so, we can get to the major point of this blog which is...

"How To Reduce Your Refund Rates Dramatically With A Simple Letter"

I'm sure you've heard of Buyer's Remorse. Every business owner says this with a groan and a sigh. And for good reason, in most cases.

Why?

Because buyer's remorse is a catalyst for refunds.

Now first, I'll say this: just about every business will have a share of refunds.

But you should never let your refund rate become extraordinarily high. And so today, I'm going to show you a single, simple strategy that has cut refund rates in half.

Are you ready?

It's...

A letter. A stick letter, to be correct.

Whazzat?

A stick letter, my friend, is a device to destroy buyer's remorse.

Imagine this...

You just bought The Ultima Widget. Ultimate Widget was not cheap, but the copy made it sound like the greatest thing since sliced bread. And not only that, but the market positioning of the creator and the guarantee made it feel like a steal. You know you can trust this person.

But your family - the way you were raised - always made the spending of money a less than appetizing thing. I mean, do you really need some $200 book/course/DVD? You can find something simpler for less on Amazon, at Barnes and Nobles. Whatever.

All of the sudden... you receive a letter in the mail. Or a phone call.

We'll say phone call.

The person on the other end of the line has a warm, rich voice... like honey. She says to you, "Mr. Customer, thank you so much for investing in this program. I know you'll be absolutely satisfied. And remember, in this book/dvd/whatever you're going to learn... Also, you have 90 days after receiving this system to let us prove ourselves to you. If the product has not fulfilled its promises, you can always ask for a 100% refund of your investment."

(That can be translated into a letter that is expedited to arrive before the product, a letter that arrives with the product, a phone call, an email, etc).

Wow. Feel better not, don't you? Yeah, you invested that money, but if it doesn't pay out... well, you can return it! And how could you have forgotten all that awesome stuff you'll learn when you receive it? And how nice of them to get in contact with me and remind me.

You can use this technique to slash refund rates, increase customer satisfaction... among many things. I've heard of them being used to upsell and generate referrals.

For you though, just stick to them being thank you letters.

By the way, feel free to shoot me an email at a.r.suarez3@gmail.com with "Sample Thank You" in the subject line. I'll send you a "Thank You" or "Stick letter" I used for my own carpet cleaning company that you can model.

Over and Out,

Angel Suarez

Saturday, November 20, 2010

How $1.50 Can Create Raving Fan Customers

G'day Friend,

I have a special treat for you today.

This is an idea drawn straight from my carpet cleaning days. This is a field tested, proven strategy. I think I swiped it from Joe Polish. But either way, it's fantastic. And once I reveal it, if you have even a small, tiny bit of creativity in you... you'll find a way to use this in your business and your marketing efforts.

OK. Are you listening?

Using just $1.50, I made my clients not only ecstatic about the work we did cleaning their carpets, and actually call people to brag in amazement!

I didn't actually give them a $1.50, if that's what you're thinking. Here is a perfect example of how a small, cheap, insignificant thing has incredible value.

Understand this: most of my clients were female. As a whole, it's mostly women who work with carpet cleaners. They're the only ones who really notice or care.

What are most woman's complaints?

- Lack of appreciation

- Very little "romantic" intimacy

There's a lot more, but I can't go into that list right now. (No offense intended, ladies).

Anyway, what did I do?

I left them a single, red rose and a handwritten thank you note.

Nothing special, right?

The rose was about $1.50. I always took pen and paper with me to the jobsite to write down details during the walkthrough.

Whenever the job was done, we left the rose and note on a nightstand, the bed, something, on top of the thank you note.

Customers called us afterward to say thank you.

Better yet, when I sent my follow-up satisfaction survey (an effective tool to get more testimonials if you know the client is happy, or great feedback otherwise), they would write glowing praises.

Look, if my clients had mostly been men and I had done this... well, that would've been weird. But the trick is: I knew my clients. I knew what they were like, their genders, ages, etc.

What can you do, today, to improve client satisfaction... that looks like a simple gesture of kindness?

I advice you also pick up Word of Mouth Marketing by Jerry Wilson.

Smart investment.

Anyway, till next time.

Over and Out,

Angel Suarez

Thursday, November 18, 2010

Why Hookers Need Pimps

G'day friend,

Most people don't understand this: why a hooker needs her pimp.

After all, isn't the stereotype of a pimp some gold-toothed, feathered hat, obnoxious, slap happy abuser?

Yes. But the general impression of your run of the mill hooker is not so different.

So, why does this relationship exist, and how can it be applied to your business, your marketing, and your success?

Here it is: hookers need pimps for protection.

Think about this: what if some other pimp or John (a "prospect" for a hooker) gets a little physical with the Lady? Starts trying to force her, smack her around. All in all, he is over-stepping his boundaries.

That's where the pimp steps in. He takes up that cherry wood, steel ball cane and whacks that poor schmuck into a hospital bed.

Here's the truth...

You Are A Pimp, And Your Client Is The Hooker

That's a little weird, I know. But bear with me, eh?

So, Tom Hopkins and other sales masters advocate a consultative approach to selling. In short, you're not a sales person; you're a consultant there to advise your prospect.

This is disarming. It helps lower resistance.


"People don't like to be sold, but they love to buy."


There is the golden ticket. Jay Abraham, a marketing mastermind, also mentions using the term "client" because client means "in the care of."

Do you see where I am going with this?

You are a protector of your customer, patient, client. You're there to educate, guide, and guard him against other less ethical, exploitative pimps and slap-happy Johns.

Why do you think this blog exists?

why do you think a thousand other blogs, articles, reports, videos, so on and so forth ad nauseum, exist?

To educate, guide, and protect you. And admittedly, to sell you on the particular individual or company.

Positive communication builds trust. Trust builds confidence. Confidence creates action. Action is purchase/investment = money.

So what is the point I am making here?

Be that guardian your clients need. Steer them in the right direction. Tell them where they should avoid hanging out at night. Warn them what to look for to see whether someone is trust worthy or not.

I'd read this blog post over a few times, since there's a lot of information most people won't tell you, for obvious reasons.

Over and Out,

Angel Suarez
The Young Buck Marketer

Tuesday, November 16, 2010

If You're Not Doing This, You're A Moron

Quick Note

It has been a long damn time since I posted here. And honestly, it's my fault. I just got so bogged down and busy... I never made the time.

But, I finally decided to start cutting blocks out of my schedule again to post here.

Rejoice. The Young Buck Marketer is back with a vengeance, baby.


-----------------------------------------------------------------------------------

G'day friend,

Got some real good stuff for you. And for many, it might seem like pretty much commonsense.

Oh well.

Anyway, here's our subject... a thing very close to my heart...

Developing Your Own Cash-Generating, Predictable Continuity Program

In my humble opinion, you should not be operating a business unless you can find a form of continuity to implement.

Let's clarify a few things. Like, what is a continuity program, for those of you especially new to marketing.

A continuity program is a continuous, systematic means of cashflow, in which X number of clients automatically pay you X number of dollars per month for a product or service.

That's it.

But let me show you what a continuity program can look like in action.

Let's say you have a used bookstore. This seems like a toughy, since used bookstores are selling books cheap anyway.

What could they do?

Well, it's much easier than you think. Imagine having a bookstore, Resold Classics, or something simple like "John's Used Books."

I wouldn't want a very expensive continuity program, since you have fundamentally two types of buyers in used book stores:

A) The bargain shopper, hoping to find an expensive book for pennies

B) The classic hunter, looking for a hard-to-find book that has been out of print for years

Eitherway, these people love books. They want to read them, collect them, whatever (as a side note, lots of people just "collect" books for shelf-space - important point to remember).

Also, most used book stores need to clear shelf space. They usually have more books than they know what to do with sitting in a warehouse or something. The more books they clear out at even a dime over cost, the better.

Let me ask you this: $10 doesn't sound like much. But what does $10 look like multiplied a hundred times?

$10 x 100 = $1,000 x 12 = $12,000/yr.

Not bad. I would say, that's actually pretty nice to have coming in every month, every year, without even waiting for the customer to come in.

That's the joy of continuity - you make money in your sleep. You're not selling, you don't worry about them coming in. You wake up and BAM - your bank account is $1,000 fatter.

But that's nothing compared to what we're going to do next.

What if instead of 100 people... you had 1,000 people?

$10 x 1,000 = $10,000 x 12 = $120,000/yr.

Holy shit. Can't complain about that, can we?

Now, there are definitely bigger numbers to lay with. But let's keep it at a more reasonable five hundred members. That's $5,000 a month. Nothing to complain about.

OK, so I hope you've now seen the potential in having a continuity program. But it is my obligation to explain to you how to build one.

A continuity program usually goes like this (as Dan Kennedy says): "We whack your card for $X a month, every month, until you squeal stop."

Dan was being funny with that comment, but that's fundamentally the truth. In his case, they send a newsletter, some CDS, special offers, special website access, etc.

I highly recommend this model.

Here's what we do with John's Used Book Store:

John's continuity program consists of...

- a "First Notice" email alert. Whenever they get new books into inventory, John tells you before they even get put on the shelf. This way, you can get first dibs on buying.

- a 22% discount on all book purchases

- one free book per month of equal or lesser value to the membership fee

- a 4-page monthly newsletter, perhaps just a transcript of an interview John did with a local author or something of interest. This could even just be a book review, or several reviews of books in different genres (recommend unless you are just a "sci-fi" book store or "Westerns" book store).

- free shipping on any book order from the online store

Do you see where you deliver the value? Do you see how you appeal to what your client would already want?

A free book?

Free shipping?

A book review/newsletter?

A discount?

These are things they want!

And that's what your continuity program must do... It has to appeal to things you client or customer wants.

Heck, you can get really advanced with this and have multiple-levels of membership. Perhaps the "Casual Reader" for $10 a month, the "Hungry Reader" for $15 a month, and the "Book Lover" for $20. Each level, of course, comes with a different perk. And each one is good.

Also, if you do take the route of having multiple-levels, I would keep one to two consistent benefits. Maybe the free book, shipping, discount, something. But it has to be a good benefit in and of itself. Each level above is better with more benefits, but the first level should NEVER be bad. It should be a damn good deal in itself.

This is the power of a successful continuity program.

I feel like I beat this horse to death. I am ALWAYS telling businesses they MUST have a continuity program of some sort. It creates predictable, stable, monthly income.

And now, you have no excuse. I just took a rather boring, simple businesses and showed you how to build a powerful cash generating program.

Model it. Study it. Look at other guys who do it, like Craig Garber, Dan Kennedy, Yanik Silver, Rod Moore, so on and so forth.

So sit down with a pen and paper and think about how you can apply this.

It might be some of the most profitable thinking you do.

Cheers,

Angel Suarez,