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.


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.


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?


A letter. A stick letter, to be correct.


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.


Angel Suarez,