Why Every Service or Practice Owner Should Be Using the ‘Pile On Technique’ to Boost Perceived Value

Every service owner or professional should be selling some form of informational report, some sort of  ‘paper and ink’ products.

Doing the technical aspect of your ’skill’ is what most professionals focus on when selling or promoting their knowledge.

However, the greatest leverage one can get is to add informational products.

FREE REPORTS related to what you are selling and offer as many as a dozen.

I firmly believe people buy a product sometimes to get the free reports included with the products.

I’ve done it. Many I know, buy, because of the additional reports.  

So, why don’t we as promoters of exceptional services and products, add a barnload of informational products?

I’m suggesting that our businesses will change because of this single factor – adding perceived value reports to boost profits.

Happy Sunday.

Raja C. Hireker
http://RajaHireker.com

   

Why Not Use The Finer Points of Writing Good Copy? You’ll be a Money Magnet if You Do!

Copywriting, advertising, sales writing… whatever you want to call it, contains a number of subtle secrets, that, if you study and apply, can zoom your writing straight into the hearts of your readers… like a speeding bullet.

You don’t need many of these subtle nuances, however, I’ll give you 7.

1. Use short, declarative sentences.

2. Indent each paragraph 3-5 spaces

3. Leave a blank space between each paragraph

4. Focus on benefits, not mere features

5. Show and tell the reader how owning the product or service you are selling… will improve their lives

6. Write everything you know about your product. Don’t leave anything out.

7. Write fast. Write without thinking. You can go back and edit later.

I trust if you follow the above, you’ll be a champ in your profession.
Happy Saturday 14th April.

Raja C. Hireker
http://RajaHireker.com

   

Copywriting Mastery… From a ‘Down and Out’ Train Traveller!

You never know where your next piece of marketing brilliance, will come from!

You never can tell. Really!

I’m on the train, got my journal open, and I’m ready to pour out the info that’s built in my head for a project I’m doing for a client.

The ink flows, empty space on the page gets quickly swallowed.

And then, suddenly, the carriage atmosphere is rocked. 

A woman comes onto the non moving carriage, blurting her relationship woes into her mobile phone for all to hear. It’s possible the entire carriage knows “shaun”  is a naughty naughty boy!

And guess what? She decides to sit in the seats in front of me.

Great!! 

I’ve now got ’soap opera on a mobile’ in earshot.

But then again… so has everyone else!

I get back to my writing and thinking.

The train is now on its journey.

Barely two minutes pass and the interconnecting carriage doors whoosh open.

I look up. 

A scraggily looking, unshaven, 5 foot tennish pale guy, enters and immediately starts his talk…

“I’m sorry but I won’t take too much of your time, but I’m looking for eight pounds to get to (I couldn’t make out the place name he was talking about) so, if you can spare anything, then I’d be more than happy. Again, sorry to disturb you and please have a good journey”

Now, I may not have got everything corect there but, it’s close.

He came my way and I gave him… a £2 coin.

Here’s what’s instructive; here’s what’s important – see, this guy has ‘rehearsed’ his ‘ticket speech’ many many times over. And, he’s done it so it appears effortless.

He had just the right tonality, just the right word inflexion, just the right amount of emotion.

 Yes, in my books, this guy… was a PRO.

And, I’m sure he doesn’t even know it!

Do you realise how much people pay just to learn what this scraggily dressed young man did? How many ’selling’ and public speaking courses are out there trying to encapsulate what ths guy did?

I’d say it runs into the many millions.

This guy had practiced his ‘copywriting talk’ until he knows it inside out. It’s then that the fear leaves. So, for this guy, it’s never a question of timidity whatsoever. He’s over that.

And, the other thing; the sincerity of the guy is what got me to give.

I’m betting that whenever he gives his ’speech’ he’s taking in money. (Given you any clues about once you get a winning marketing document or speech under your belt, that it’ll perform for you… over and over again when rolled out to different audiences!)

KEY POINT: Reward excellence wherever you see it, for it will reward you in return!

Keep your eyes open, alert and curious. For you never know when your next marketing and copywriting ‘aha’ will hit. 

Happy Friday the 13th!

Raja C. Hireker
www.RajaHireker.com

  

The Consistent Key to Powerful Marketing Results… Every Time!!

I admit it. I messed up on the key to great marketing results.

Do you know the ‘mess up’ is I’m talking about?

Well, if you’ve noticed, since this blog’s innaguaration, there’s been a Copywriting and marketing post made… EVERY DAY.

Clicked yet?

Well, the key to marketing, to creating super precision copywriting is… to do it every day!

Seems ludicriously simple I know, but, know what?

IT WORKS!

How come I missed out a day?

Well, any excuse is as good as the next in the normal course of things, right?

All I can say in my defence is that my kitchen and bathroom have both looked like a bomb’s hit them.

And, quite frankly, it has –THE SLEDGEHAMMER BOMB!

Now of course, if you’re astute, you would’ve spotted the red herring — that being, there’s nothing the builders did that stopped me writing my post, was there?

I mean, it’s just a little scapegoat.

So yes, I did miss out on my marketing exercise routine.

But sure as day, I’ll be posting.

And come to think of it; today’s not better re the rubble and the dirt.

BUT…

I’m BLOGGING!

So there’s your precious key to accomplishing anything great or anything un-great for that matter…

DO SOMETHING THAT’LL MOVE YOU TO MASTERY IN WHAT IT IS YOU WANT… E-V-E-R-Y D-A-Y.

Simple advice. Heed it if you want the results of your life and your business life… to SOAR!

Happy Thursday.

Raja C. Hireker
http://RajaHireker.com

  

  

If You Find A Teacher Who Makes Your Life Better… Tip Your Hat in Respect! (Rest Peacfully Gary Halbert)

Gary Halbert is no more. 

Who?

Gary Halbert was for me, the man who fired my mind with what copywriting is, what it can do and how it can continually be the brighest light in your skills of life.

He totally lit up the business world with his showmanship, his mastery, his unsurpassed skill, his audacity, his lunacy. 

I’ve personally sat with Gary. Discussed marketing. Had food with him. I’ve also shared some time with his girlfriend’s nephew.

Quite frankly, when the news of Gary’s death reached my eyes, it hit me like a cold brick in the head.

It’s still not sinking in.

If you’ve not visited the greatest education you’ll ever get in copwriting, in showmanship, in the way writing should be written; then get yourself over to http://www.TheGaryHalbertLetter.com

RC Hireker
http://www.RajaHireker.com  

For Heaven’s Sake You Pros’… Make it Easy For Prospects to Buy From You!

Life’s pretty amazing.

You struggle, get qualified, invest a ton of time, money, energy to get your enterprise into the hearts and minds of your potential prospects…

And then what?

“There’s no way to get to you!!”

Of course, I don’t mean “you”. But I think you get the picture.

You could’ve experienced something similar when wanting to buy some other product or service.

You know, you’re all eager to buy because you’ve done your homework on getting the right measurements for the unit you want in the living room. And then… you hop down to the store because of the offer you’ve seen splashed about in your local area.

Only to find that once there at the store… there’s no one there paying attention to you!

You think that maybe it’s a busy time of day, but as you scan around the shop, you see that it’s pretty nearly empty.

Not good.

In your own way, are you blocking people from wanting to hire you for your services?

You see, it’s very easy to let the world know who we are and what we can do for them. But, it’s an altogether different skill in making it easy for people to reach us once their interest is piqued.

Have you ever thought about using a dedicated voicemail system? That way, if people are trying to reach you, they can leave their message for you to pick up at a later time. 

Nothing worse for a potential client who’s trying to reach you, and all they keep getting is the engaged or busy signal.

Another way is to let clients and customers know that you’ll be available’LIVE’ on the phones between such and such a time on pre-defined days.

I don’t know about you, but when I’m in the middle of a project or I have to meet a deadline, I really don’t like being disturbed.

If you use email, use it wisely. Promote the fact that you have one. And, when people reach you that way, let people know that you’ll be in touch soon.

Nothing bad will happen if you dont’ respond to their email ‘there and then’.

Be kind, be respectful and let people also understand the valuable nature of YOUR time.

There’s various ways for people to reach you.

Respond accordingly without it leaving you bedraggled, puffed or panicked.

 ’Til tomorrow   
 Raja C. Hireker
www.RajaHireker.com

P.S. If you’re not a subscriber to the ‘Swinging for The Fences Newsletter’, why on earth not?
Just kidding. Here, have a peek at what you’ve been missing all this time: http://www.rajahireker.com/s4tfencesmar07.pdf

      

   

  

How to Duplicate Your Winning Marketing and Advertising Materials… in The Twinkling of an Eye!

HELP… there’s just too much marketing stuff to do!

You ever heard that?

Have you ever said that? 

Well, you needn’t anymore.

Let me give you a down and dirty technique for cranking out winning marketing material… without the need for slogging your guts out over your pc or spraying reams of paper all over the place.

Quite simply, all you have to do is find the marketing document that is a great winner for you, and duplicate it into other media types!

If you’ve a great direct response brochure, turn it into a lead generating fax, a wickedly good business card, a lead into your website, a beginning for an email series, an oversized postcard…

Now that’s a big marketing consulting secret that you’ve just got… FOR FREE!

Consider it your special Easter present!

Happy Sunday.

Raja C. Hireker
http://RajaHireker.com  

The Biggest Marketing Payoff You’ll Ever Get…

There’s one marketing truth, that, if you follow, you’ll be way way ahead of those competitors of yours.

And that truth is…

DO SOMETHING!

You see, whilst all others are tying themselves up in knots about this tip, that strategy, listening to this voice, reading that book… and… doing nothing with it all…

You’re… not.

You’re doing something to make things happen.

You see, it’s better to be scared and moving than fearful and frozen.

And that’s what most of your competitors are…

Scared and frozen!

Take advantage. It’s what’ll set you apart form the rest!

Raja C. Hireker
http://www.RajaHireker.com

‘Silly’ Facts You Really Could Use in Promoting Your Practice, Consultancy or Business!

Marketing lives and dies on its ability to create and deliver, ideas.

And… it doesn’t have to be the same as what everyone else is doing.

When you think about it, who says that you’ve got to play the marketing game the same way that everyone else does in your marketplace?

I for one, run a million miles from all the other marketing consultants and copywriters out there. I love doing things… differently.

Similarly, you may find it profitable if you adopt this thinking. also. Especially when it comes to creating your marketing and promotional documents.

For instance… 

Take a look at the facts, trivia, silliness, listed below. Do you think you could weave any of them into a marketing promotion for your products or services? Something, if used, will class you as… different from the rest!

• All of the clocks in Pulp Fiction are stuck on 4:20…  
•  If she were life size, Barbie’s measurements are: 39-23-33… 
• No word in the English language rhymes with month, orange, silver or purple…  
• There are 336 dimples on a regulation golf ball… 
• Almonds are members of the peach family… 
• Winston Churchill was born in a ladies’ room during a dance…
• There are only four words in the English language which end in”-dous”: tremendous, horrendous, stupendous, and hazardous…
• A cat has 32 muscles in each ear…
• Tigers have striped skin, not just striped fur…
• Al Capone’s business card said he was a used furniture dealer… 
• The characters Bert and Ernie on Sesame Street were named after Bert the cop and Ernie the taxi driver in Frank Capra’s “Its A Wonderful Life”… 
• A goldfish has a memory span of three seconds…

 Okay, let’s go with the last one – ‘A goldfish has the memory span of three seconds’

Say you are a landscape consultant wanting to attract potential clients.

How would you do it using the above fact we’ve chosen?

Well, a way to do it is with an attention grabbing headline.

Something like “You Too Can Have Fabulous Landscape That’ll Stay in the Minds of Your Customers for Much Longer Than Three Seconds… Guaranteed!”

Now that you’ve got their attention, it’s then you can weave in the link to the goldfish! And then… PRESTO! 

That’s pretty much all there is to weaving silly facts into a selling message.

And… IT WORKS!!

Can you now see how your marketing will absolutely stand out, head and shoulders above your competition? And, what do you think it’ll do to your prospects and customers?

Let me tell you everyone is looking for someone to believe in, someone they can trust. So, don’t be surprised when you hear your customers heaving a great sigh of relief, saying…

“… at last… someone different, someone with style, someone I may actually consider doing business with!”

Now doesn’t that ring a merry tune in your head. And… in your bank account!

Happy Easter Friday.

Raja C. Hireker
http://RajaHireker.com

Crush The Marketing Myth That Says “Professionals – Thou Shall Not Advertise!”

The biggest trouble (and I get told this many many times) facing many consultants, coaches and elite service professionals,  is that they are in unchartered territory when it comes to… marketing, promoting  and selling themselves.

You see, now that you’ve become an ‘ELITE SERVICE PROFESSIONAL’,  and it’s absolutely the same whether we’re talking about …

… a dentist, a chiropractor, mortgage consultant, financial advisor, professional speaker, accountant, lawyer, doctor, Internet marketing consultant, chiropodist, healer, hypnotist, lifecoach… you name it…

You’ve now got to attract people in to use your services… right?

Well, you’d be surprised how many of us feel that just because ‘we’ve got the qualification, been through the academic and learning ‘process’… that there will be an automatic stampede to our doors…

… that somehow, our client book overflows to bursting… without a jot of effort on our part!

Let me tell you; there are starving professionals in every discipline and industry you care to name.

Maxwell Maltz was a pioneer in the area of facial plastic surgery in the 1960’s. When he told his family what he was going to become, they laughed, sneered, made fun of him.

The day soon arrived when he was officially anointed a ‘plastic surgeon’. He set up practice. First day, no clients. Second day, no clients. First week, no clients. Second week. No clients. Max would sit by his phone, waiting, hoping, praying that somehow, miraculously, there’s be a rush to his door.

Never happened.

It was only in the third week when a friend of Max’s dropped by with a person who would need the services of a plastic surgeon. On phoning back, the prospect wanted to know if such and such date was available.

Of course, Max had no clients, though he wanted the prospect to feel that he was a busy surgeon. So, Max proceeded to thumb through his diary, rustling pages as he went along, all the while saying ‘booked’, now let me see -booked’, ah yes, there’s a slot in a couple of week time, is that okay to go ahead and book?

And that’s how Maxewll Maltz, famous pioneering surgeon got his first client and how he then went on to be a mega-rich, successful surgeon, serving and providing facial cosmetic surgery to the stars and elite of society.

Now, frankly, I don’t think it’s a great way to conduct business, waiting, staring blankly, hoping for the phone to ring, for the doorbell to be rung, for a referral to come spluttering your direction.

There’s a better way.

Being proactive, helps. Selecting the exact clients you want, finding ways to reach them, presenting them with sparkling offers, writing articles, creating newsletters, having client showcases… are all things one can DO.

Very few do any of the above. Why? The answer is rooted in a professional mindset that says something to the effect of ‘thou shall not advertise’.

That particular phrase has literally stopped many elite service professionals, consultants, business entrepreneurs… dead in their tracks. Instead, what they’d rather do is to simply trust their success to that age old thinking ‘because I’ve got a better mousetrap, people will automatically come and marvel at my invention, and… will all want one!’

Whatever profession, whatever, industry, whether selling tangibles or intangibles, whether it’s to individuals, teams, partners, owners CEO’s…it doesn’t matter; it all has to be strategised, marketed and communicated!

If you’re seriously looking to capitalise on the strengths and skills you’ve carefully assembled together, hadn’t you better take full advantage and serve the people who are literally begging that you show up on their doorstep?

Then, DON’T DO what the struggling solo entrepreneur or professional does. DO THE OPPOSITE!

The key to being successful in any discipline is to master one aspect, and then move on to the next. If you keep doing that, pretty soon, you’ll be a bona-fide expert, running rings around your competitors. And, at the same time, giving your clients extraordinary value that’ll have them telling others how fabulous you are.

Now that’s something they definitely DO NOT tell you at business school or business set up seminars!

Have a fabulous day!

Raja Hireker
www.RajaHireker.com

P.S. If you’re looking for assistance in cranking up your sales letters and marketing documents to bring you greater rewards, please checkout – http://RajaHireker.com/copywriting.html