1 “Use ‘W.A.Y.M.I.S.H.’ And Watch Your Sales Soar” We often say, ‘the definition of insanity is doing the same things and expecting a different result’. Hopefully by acting on each issue of Results 4 Business you’re changing the way you grow your business. That means you don’t subscribe to this notion and by making changes (not for the sake of it) you should be experiencing new and improved results every day. Each issue contains more than 6-8 proven strategies and tactics for you to apply. Plus, you can swipe the Media Piece Analysis for your own business. But of course you have to take action. So to kick us off this month let’s look at an area of your business that we guarantee rarely gets scrutinised by you - but IS ALWAYS CLOSELY SCRUTINISED BY YOUR CUSTOMERS. Let’s focus on your buying process. In other words… Price: £19.97 Each Issue Volume 3 ISSUE 2 Inside This Issue Pages 1 - 4: Use W.A.Y.M.I.S.H.’ And Watch Your Sales Soar Page 5 - 8: Change This One Thing And Multiply Your Sales & Profit Page 9: Good Advice (Cont’d) Page 9: System 4Results™ “Group Growth” Workshops Page 10 - 11: Business Growth Is Scientific Not Creative - Real Life Case Study Page 12: No-Nonsense Resources For Your Business >>> Easy-to-apply W.A.Y.M.I.S.H. strategies that you must use right now to get more sales from new and existing customers How can you make it easier for people to buy from you? This is one area the ‘BIG boys’ have concentrated hard on in recent months - and you can quickly follow their example. The likes of DFS, Leicester Tigers Rugby Club, DELL and other large organisations are prospering - you can too!
The Latest Excellent Business Growth Newsletter Containing Several Strategies You Can Use From System4Results
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1. Price: 19.97 Each Issue Volume 3 ISSUE 2 Use W.A.Y.M.I.S.H.
And Watch Your Sales Soar Easy-to-apply W.A.Y.M.I.S.H. strategies
that you must use right now to get more sales from new and existing
customers Inside This Issue We often say, the definition of
insanity is doing the same things and expecting a Pages 1 - 4:
different result. Use W.A.Y.M.I.S.H. And Watch Your Sales Soar
Hopefully by acting on each issue of Results 4 Business youre Page
5 - 8: changing the way you grow your business. Change This One
Thing And That means you dont subscribe to this Multiply Your Sales
& Profit notion and by making changes (not for the sake of it)
you should be experiencing Page 9: new and improved results every
day. Good Advice (Contd) Each issue contains more than 6-8 proven
Page 9: strategies and tactics for you to apply. System 4Results
Group Plus, you can swipe the Media Piece Growth Workshops Analysis
for your own business. But of course you have to take action. Page
10 - 11: Business Growth Is Scientific How can you make it easier
for people So to kick us off this month lets look at Not Creative -
Real Life Case to buy from you? This is one area the an area of
your business that we guarantee BIG boys have concentrated hard on
rarely gets scrutinised by you - but IS Study in recent months -
and you can quickly ALWAYS CLOSELY SCRUTINISED follow their
example. The likes of DFS, BY YOUR CUSTOMERS. Lets focus Page 12:
Leicester Tigers Rugby Club, DELL and No-Nonsense Resources For on
your buying process. In other words other large organisations are
Your Business prospering - you can too! >>> 1
2. Use W.A.Y.M.I.S.H. And Watch Your Sales SoarHow can you make
it EASY forcustomers to buy from you?In their excellent book,
WAYMISH:Why Are You Making It So Hard For MeTo Give You My Money?
authors RayConsidine and Ted Cohn identify severalareas where
businesses actually make itmore difficult than easy to deal
withthem. And like virtually everything elsewe recommend its very
easy to put thisright.Now before we look more closely at this,we
strongly advise you to walk throughyour own buying process. Doing
this willimmediately identify sticking points inyour sales process
that youve so farprobably taken for granted. Making it easy to buy
includes effectively managing your queues. If youre not in retail
there are many areas of your business that this still applies to
such as phone queues, waiting areas, delivery schedules, etc, etc,
etc!So here are the four main elements ofWAYMISH that you need to
focus on tomake doing business with you as easy as Parking spaces
available times to suit customers rather thanpossible for your
customers staff is what you must strive to Engaged tones when
ringing into achieve. the officeWAYMISH #1: MakingCustomers Wait
Days Of Business: How many days All these things irritate people,
so getting a week is your business open? EvenHaving to wait for
service is one of the them right will give you a significant open
on Sunday if you have to.biggest complaints in any business. It
edge over your competition. A good Again, the business needs to be
opensends a message to customers that their example of this is
Tesco, who put on on days your customers are mosttime doesnt
count... and neither do they. extra cashiers if more than two
people are likely to visit. We have a superb fish waiting in a
queue! and chip shop in our village. ItsDont just think in terms of
making closed on a Monday evening, but itspeople wait for meetings
and WAYMISH #2: Accessibility amazing how often we want fish
andappointments this covers a multitude of chips on a Monday
evening. I How accessible is the business? Thatareas wonder if they
have ever asked their doesnt necessarily mean your location.
customers what days theyd prefer it Here are the things you need to
Answering the phone to be open? By the same token consider theres
no point in opening on days Answering the office door that
customers dont buy. Opening times: It still amazes us that People
in waiting areas many firms of solicitors close for Delivery of
product lunch here in the UK stupid. Make 24/7: Having a website
makes the it easy for your customers. Ask them business open 24/7.
Meetings/appointments/estimates/ consultations, etc. when they
would prefer the business to open. Change opening and closing
Management of queues times. Having opening and closing >>>
2
3. Use W.A.Y.M.I.S.H. And Watch Your Sales Soar Easy Access To
Products/ Services: The good retail stores understand this
completely. They know that product placement can make huge
differences to the sales of certain items. For example,
manufacturers will pay Tesco handsomely for their products to be
placed at waist/eye level on certain aisles because they know
product placement can mean the difference between making some sales
and making large volumes of sales.WAYMISH #3: Payment OptionsHave
as many payment options aspossible available to customers.
Youreally are restricting sales if the businessonly offers one or
two payment options.I remember just a few months ago havingto get a
bunch of flowers for my wife 1and, having left it late, I had to
rush into 2the next town to buy a bouquet. I entereda
well-established flower shop (that hadbeen there at least 15
years), chose the 3 4perfect bouquet, and then got my creditcard
out. To my amazement, the shoponly accepted cash! I didnt have a
singlepenny on me a sale was lost (and I wentaway extremely
frustrated yes, I shouldhave been better prepared, but thats notthe
point!).When I asked the lady serving me (theowner) why they didnt
accept credit There are several things you can take notice of in
this e-mail from Leicester Tigerscards, her reply was, Its never
been aproblem. I wonder how many customers 1. No price increase for
next seasonshes lost due to this naivety? 2. New membership
packages for target markets (Young Adult and Full-Time
Students)Allow customers to pay by cash, cheque, 3. Offers for bulk
buying (one, two or three season packages)credit cards, bank
transfer, online 4. Easy-payment schemepayments, etc. Then also
look closely atstructuring payments so customers can All these
elements have contributed to membership sales topping 10,000
already.spread their payments. In the current >>> 3
4. Use W.A.Y.M.I.S.H. And Watch Your Sales Soareconomic climate
if you can re-structurepayment terms so customers pay
ininstalments, this can have an immediateeffect on your business
and of courseyour cash-flow. Take a look at an e-mail from
Leicester Tigers on the previous page. If youre not into your
rugby, Leicester Tigers are one of the largest rugby clubs in the
world. They have a loyal membership, but look at the steps theyve
had to take to make it easy for members to pay for their season
tickets. As a result their sales went over 10,000 - a record for an
English club.In the retail world look at what DFS, forexample, have
been doing for a numberof years. They make it so easy forcustomers
to buy from themit almostforces people to their storesnot
eventaking time to consider the competition. You can adapt and
apply what the big boys are doing to make buying from you easier.
Dont thinkthis wont work in my businessthinkhow can I adapt and
apply this to my business!Look at the example oppositePay
NoDeposit, Not A Single Penny For TheFirst Year, 0% APR, 4 Years
Interest membership fee that entitles them to dine the supplier.
Its like theyve hidden theirFree Credit. Theyve made their twice a
month. And so on. We urge you phone number and they dont want you
topayment terms the uniqueness of their to look carefully at how
you can contact them.business and it doubles up as their
incorporate this into your business. Theirresistible offer! easier
you make it for your customers to This is a prime example of losing
huge buy from you the more sales youll volumes of sales by not
making it easyNow were not saying you have to go to generate! for
people to get in contact with thethese lengths and for most small
business. Parade the phone number, faxbusinesses this would be
difficultthe WAYMISH #4: Making It Difficult number and e-mail
address on all Mediapoint is thiswhat can you do to make it Pieces.
Dont make it hard. Make it To Contact The Businesseasier?
unbelievably easy for people to reach the business.Remember, it
doesnt matter what Since the advent of the internet, this
hasbusiness youre inyou can use these risen to almost epidemic
proportions. Now its your turn. Look at your businesstactics. An
accountant, for example, How often do you find a product or and
apply W.A.Y.M.I.S.H. to it. Do thatcould spread the payments of
accounts service online and, before buying, you and youll increase
your salesand compliance work over 12 months. A want to ask a few
questions? Then, to significantly (without spending a
penny)!restaurant can create a Members Club your frustration and
later disgust, youwhereby customers pay a monthly cant find any way
to get in contact with 4
5. Change This One Thing And Multiply Your Sales &
ProfitsEvery Marketing Piece You Use To Generate Enquiries Or Sales
MUST Have A Powerful Headline - The Difference Can Often Be Well
Over 700%Since daily and weekend newspapers To emphasise the
importance of With the exception of the last headline,began editors
have always known that headlines, here are a couple of quotes the
headline for each ad is the name ofits the headline that sells.
They employ from two of the most highly respected the business
thats advertising.some of the greatest copywriters in the
copywriters of all timeworld to come up with sensational Because so
many people are doing itheadlines. Its the difference between "If
you can come up with a good wrong, if all you do is lead with a
stronghuge or average sales. Massive or headline, you are almost
sure to headline in all your Media Pieces, youllinsignificant
readership. Success or have a good ad. But even the improve the
response and success manyfailure. greatest writer cant save an ad
times over. It really is that simple AND with a poor headline."
that significant!They know that five times as many John
Caplespeople read the headline as read the body How To Make Your
Advertising Effective Headlines Fulfil Thesecopy (the text/story)so
get the headline Make Money Four Key Objectivesright and success is
virtually guaranteed. "On average five times as many Before we look
at how you can createAND ITS THE SAME FOR YOUR people read the
headline as read sales-generating headlines, you need toOWN MEDIA
PIECES (such as your the body copy." understand what the key
objectives of aadverts, letters and websites). David Ogilvy
headline are. In fact there are 4 Confessions Of AnFor over 100
years, billions have been Advertising Manmade by savvy marketers
creating To get attentionirresistible headlines that ethically
force What does this mean? Basically, if you To select an
audiencethe reader into the copy. It is beyond get your headline
right you almost To deliver a completedoubt that the right headline
is the key to guarantee your success. Get yourincreased sales and
profits for your headline wrong - and your results will
messagebusiness. If all you do over the next week suffer! Heres a
simple example to show To draw the reader intoor so is take every
one of your Media how few people understand the basic the body copy
(or keepPieces and replace the headline (the name principle of
using headlines them listening to you,of your company is NOT a
headline) with etc.)powerful replacements (based on the Ive just
picked up a copy of the localrules outlined in this article) youll
see an Yellow Pages directory. Im looking ininstant and significant
improvement in the Accountancy category. These are the If your
headline fulfils these 4 keyyour enquiries and sales. headlines of
the ads on one page: objectives, then I can guarantee you one
thinga significant improvement inThe headline is the one thing that
grabs - Peirson E.T. & Sons your results. The good news is
thatthe prospects attention. If prospects or - Powdrill & Smith
creating winning headlines can becustomers dismiss your headline
thats - R Garner & Co achieved by following some simple andit,
youve lost them. They wont start - Richard Pennack proven
rules.reading your letter, ad, brochure, etc. or - Sturgess
Hutchinson & Colistening to your telephone script or radio -
Sharpe Langham PLC We call these the 7 GOLDEN RULESad and you wont
get a response or a - Sharmon Fielding FOR CREATING SALES-sale. -
S.R. Cox GENERATING HEADLINES - Running your own business
>>> 5
6. Change This One Thing And Multiply Your Sales &
ProfitsGOLDEN RULE 1:Your Headline Should Always StandOutWhether
its in an ad or a letter, yourheadline should be prominent. That
simplymeans your headline must be in large typeand placed at the
top of the ad (or underthe main photo/image) or letter or anyother
Media Piece.Remember, one of the key objectives ofyour Media Piece
is to grab attention. Ifthe headline is lost in your Media Piece
itsimply wont be seen!Look at the example headlines opposite.None
of these headlines actually standsout because they dont fulfil the
4 keyobjectives or adhere to the next 6GOLDEN RULES.GOLDEN RULE
2:Your Headline Must Be Clear AndDirectAd agencies have been trying
for years tocreate cute or clever headlines that dontmake sense.
Dont be clever or cute. SeeGolden Rule 6 below for how to
createyour headline.GOLDEN RULE 3:The Headline Should Be
SpecificPeople always respond better to specifics.For example, Lose
22 Pounds In FourWeeks is better than Lose Weight Fast.Lets take
one of the headline oppositeWe Repair Or Replace. By making
thismore specific we transform a poorheadline into a winner We
could have chosen any page and any category in the Yellow Pages
directory Your Oven Or Cooker Repaired or any other media. None of
these headlines fulfil the 4 key objectives Within 24 Hours
Guaranteed or the 7 GOLDEN RULES!See the difference? >>>
6
7. Change This One Thing And Multiply Your Sales &
ProfitsGOLDEN RULE 4:The Headline Must Promise A BenefitOr Reward
For Reading OnThe fourth objective of the headline is todraw the
reader into the body copy. Toensure this, your headline must
alwayspromise a benefit or reward for readingon.GOLDEN RULE 5:Use
Powerful Words In Your HeadlinesNumerous tests have been carried
out tofind out which headline words help toincrease response and
sales. These are thetop 20 POWER HEADLINE WORDS You Facts Exciting
Here Easy Guaranteed Quick Only Instantly Yes Secrets Free Proven
How The power of testing. Just one LETTER was inadvertently added
to this headline And New Introducing response increased a massive
1500%. Any ideas what letter was added (answer at the end of Now
Your the article)? Results Discover Burn Fat Faster Dont BuyUntil
Youve Read These Get June Free FactsGOLDEN RULE 6: Double Bonus
SaleDifferent Types Of Headlines Oh My God! 5. Testimonial
headlines Millionaire Secrets A Specific Benefit Written
TestimonialWeve listed seven of the most successful From One Of
Your Customersheadline types below. 3. Headlines that focus on
quick and Or It Can Just Be A Headline In Speech easy solutions
Marks Like This Written Like ABy applying a number of these
different Fast And Simple Testimonialheadline types youll start to
see how you Ridiculously Easy And Fastcan create winning headlines
Idiot Proof 6. Reasons why headlines... In Just 10 Days 7 Reasons
Why You Should 1. Benefit headlines The 7-Minute Workout 37
Invigorating Reasonsall your headlines should contain a benefit The
Lazy Mans Way To 6 Ways Toof some sort. Instant, Automatic Results
7 Steps The Quick And Easy Way To Heres How 2. Use a two- or
three-word headlinebut remember long headlines are almost 4.
Warning headlines 7. Offer headlinesalways more successful than
short Put your offer in the headline)headlines Read This Before You
>>> 7
8. Change This One Thing And Multiply Your Sales &
ProfitsTry-Before-You-Buy Carpet Cleaning The Importance Of Testing
Your HeadlinesLets take the headline from the previouspage We
Repair Or Replace and showyou how to use these headline types
tocreate powerful alternatives Examples Using The Headline Types 1.
We Collect And Return Your Oven Within 24 Hours So Theres No
Disruption To Your Day Look at these two headlines. Which headline
do you think won? The headline above 2. Your Oven Repaired Fast won
the test by 225%. In other words sales more than doubled with just
this simple headline change. Incidentally the headline above has
been running now 3. The Fast And Simple Way To for well over 6
years in printing magazines all over the world! Repair Your Oven 4.
Dont Contact Another Oven Repair Company Until Youve Read This 5.
By 11am The Next Day Our Oven Was Returned As Good As New 6. 7
Reasons Why We Should Repair Your Oven One important point to note
is that spectacular results are gained by testing GOOD HEADLINES
based on the 4 key objectives and the GOLDEN RULES. The differences
between 7. Your Oven Repaired Within 24 a poor headline (like the
ones on page 3) and a good headline are almost off the scale! Hours
Or Less, Guaranteed * Remember the only thing different in Now
would be a good time to startGOLDEN RULE 7: looking at your own
headlines and each letter is the headline.Test Your Headlines
transforming them into powerful ones! * Then send 500 of one letter
and 500As you can see from the example on of the other to your
target market. The Single Letter Thatpage 7, even changing one
letter in a Increased Responseheadline can have an amazing impact
on * Then compare the results. By 1500%the success of a Media
Piece. * The letter that receives the largest The letter added (to
the ad onIts easy to test your headlines. sales or enquiries is the
one with the page 7) was an s. It changed better headline. Put into
Puts.For example, create a letter with twodifferent headlines
(using the headline Google Adwords allows you to test two Notice
how this one lettertypes in GOLDEN RULE 6). or more headlines at
once and many completely changes the emphasis magazines/newspapers
allow you to of the headline and creates a more Split Test your
headlines. compelling one. 8
9. Good Advice System 4Results (Contd) Group Growth
WorkshopsMost people are very generous when itcomes to giving
advice. Very generous.But does anyone ever take it, or is
adviceonly for giving?And is advice always good advice?Certainly
not!Last month we decided to pass on someadvice that weve heard or
seen or read,and you asked for some more Youre not that important.
Its what you do that counts. A few weeks in, and Im loving every
second of the workshops. The most striking part of Camila
Batmanghelidjh the workshops has been how simple a lot of skills
are, once you realise the facts , a lot of these methods can be
implemented very quickly and effectively. So by using methods from
the workshops, I have generated income of 1,300 for a cost of 100.
I would urge anyone who is in business to sign up to this
programmeI cannot see how anyone When one door closes, its shut!
could fail to get anything from this. Alice Arnold James Neale
Photography, Watton, Norfolk For the last 19 years System Life is a
marathon, not a sprint. 4Results has been helping small Its fun
because you learn and grow Ann Widdecombe together businesses to
grow through either It restores sanity as you realise how Coaching
- we share the work with the common your problems (and your When
people tell you there are two owner. opportunities) are sides to
every argument they are talking Consulting - we do nearly all the
work Its doubly successful because your nonsense. There are always
three sides or by specific Projects. fellow delegates encourage you
your side, their side and the truth. Robin Page It makes you money
as well because In late 2012 Group Growth Workshops the delegates
usually form a trading were launched to meet the needs of many club
and buy/sell with each other. One of my trainers once told me more
business owners. when you lose, dont lose the lesson. But be
careful! These are Workshops Richard Dunwoody We know because we
asked them, just not Talkshops so only come along if you like we
urge you to ask how you can do can cope with your business growing,
more for your customers. making more money and allowing you to When
someone annoys you, just work fewer hours. imagine them naked.
Youll feel their Group Growth Workshops involve equal. between 8
and 12 business owners Theres bound to be a Group Joan Bakewell
meeting twice a month with a System Growth Workshop starting up
near 4Results specialist two mornings, you soon.Hopefully youll all
agree that its good afternoons or evenings of three hoursadvice
each. The benefit to small business Fees are incredibly low so to
find out.if you have some good advice youd owners is more, or to
understand the benefits oflike to share contact your System
Sponsoring a local Workshop, contact4Results Specialist (contact
details are Its cheaper because you share the your local specialist
details on theon page 12). cost of the expert back page. 9
10. Business Growth Is Scientific Not Creative understand
exactly what it covers - 3 Opening Paragraph something highly
desirable to them. The problem-solution opening is used 8 The
Irresistible Offer very effectively here and appeals on an
emotional level.In this Case Study we show what we Its not enough
to offer a Special Reportdid and, more excitingly, that we you must
demonstrate why it is soknow why it worked so well... 4 Stressing
The Problem valuable and why they should send for it....which means
we know how to Agitating the problem, taking emotion How To Get
Themake it work just as well for other into fear and desire 9
Reportclients, present and future. Clear indication of how to get
the free report - always tell people what to do. 5 The SolutionThe
3/4 page advert was placed in anaccountancy magazine and the
objectiveof the advert was to get prospects to The solution. Using
the word secret is a 10 The Call To Actionrequest a free special
report. The advert great way to maintain the readersworked so well
because attention... Concise call to action. ...It promises to tell
them something they 1 The Pre Headline dont know. 11 The CouponThe
pre-headline communicates the offer 6 Social Proofand identifies
the target market. Since The coupon an important part of the
callthis was an ad placed in accountancy to action. It will
surprise you that addingmagazines this pre-headline grabs Were
always stressing the importance of a coupon will often doubles the
responseattention quickly. Social proof and here weve used a to any
ad! testimonial. 2 The Headline And the testimonial is from the
Target Market (they gave permission for their The Result: name and
company to be used, essential to gain credibility) and is very
clear in This page ad in variousThe headline is very powerful. It
what has been achieved so the reader willcommunicates two big
benefits and a say theyre talking to me. forms generated over
2,500clear timeline for achieving them speed leads for this
marketingis a potent weapon! information product. 7 The
OfferRemember the importance of the 12% of enquiries were
thenHeadline and the 4 Key Objectives andthe 7 Golden Rules
detailed on pages 5, The offer is a FREE Special Report. And
converted into sales at 4976, 7 and 8. the title makes sure
accountants (+VAT) per sale. 10
11. 1 2 834 95 106 117 11
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