Cash Daily

7/28/2019 Cash Daily

1/159


2/159

Creating Achievement &Success Harmoniously

2

What people are saying about C.A.S.H.

Creative,Affirmative, Savvy and Helpful to anyone desiring to transform their personal andprofessional lives and live more abundantly.Dr. John F. DemartiniBestselling author of How to Make One Hell of a Profit and Still Get to Heaven.

CreativeAwareness Serving HumanityDr. John F. DemartiniThe Secret

As the Chairman of one of the largest independent advertising agencies on the west coast,and founder of several other successful ventures, I was pleasantly surprised by Julie's book,CASH. It reminded me of the importance of applying spiritual principles in my efforts toensure a healthy financial outlook for all of my business affairs. CASH is a veritable treasuretrove of applicable tools and positive insights for anyone seeking a deeper level ofachievement in an increasingly competitive marketplace.Mark Davis,Davis Elen Advertising, Los Angeles

I've just finished reading CASH. I enjoyed it -- especially Ch. 31 "Sexy" and learned some newthings about what sexy is. I'm glad I have a deep, sexy voice (smile!) CASH is filled with manyhelpful anecdotes to encourage readers to utilize positive


3/159


3

mental conditioning for achieving success. As a Buddhist, I totally get it and I don't doubt thatanyone who reads it will "get it".

Allison QueenAQ PUBLIC RELATIONS

I loved your stories. CASH gave me insight and examples that I will incorporate into my

business and life for a long time to come. I will recommend this book to my clients with joy.Jeff BaiettoPresident and CEORadiant light Media

As an owner of a multi-national company and member on the board of directors of others, Ifind C.A.S.H. to be a refreshing tool and reminder of the importance of balance in businessand life. I really appreciated that the Author broke down the tricks of the trade, tools ofmarketing, in such an accessible form. I willgladly recommend this book to both myemployees, associates and friends.Jamie MajeskiMajeski FoundationCEO

(Prior to his charitable work, Jim was a founding partner of Cydcor Communications, a globalleader in direct sales and marketing with offices in twenty-three countries)

J ulie, CASH is a perfect reflection of your spiritual greatness and marketing genius. It will be abook


4/159


4

that I recommend to my friends and clients. I know it will help them to grow by teaching,inspiring and empowering their personal lives and careers with accessible tools.Kevin David WiggsLifecoach

CASH, a gem of a book outlines, in detail, the simple and applicable tools necessary to help

you manifest wealth on all levels of your life. It is the perfect blending of spiritual insight andmarketing know-how. This book could only be created by an author who possesses the uniqueblending of 25 years of brilliant high powered marketing experience with a lifelong dedicationto the journey of spiritual awareness and healing talents. A MUST READ FOR ANYONEINTERESTED IN CREATING C.A.S.H. IN THEIR LIFE!Dr. Elizabeth LambaerEntrepreneur

C.A.S.H. offers a unique and entertaining blend of spirituality, motivation and business sensein an alternative approach to navigating the often treacherous waters of todays marketingand advertising industry. The authors natural effervescence bubbles to the page as she

applies her C.A.S.H. philosophy, weaving in some of the industrys best known success storiesand her own professional and personal experiences with wit and wisdom.

Annie Moore-Serlin,Media Director, NYC, 2007


5/159


5

I read CASH and was delighted to see a self-help book that balanced spiritual thinking withmarketing concepts. I feel that your examples and information made it easy for me to put intoaction. I know that since you have achieved success and achievement harmoniously, I cantoo. Every business owner should read CASH.Karen CollazoOwner, Great Wraps

Upon reading this book you will feel and see it is a definite design for all persons that arewilling to sayYes, Yes, Yes! CASH hits all the right stuff to keep us moving forward toachievement and success! I really think Julie Cohn presented it in a way that will impact livespositively.Calvin IDRIS HesterIDRIS DRUMMUNICATIONIDRIS HealthRHYTHMS Facilitor, LIFE COACH, SHAMAN

Everyone talks about quick CASH. That's just how Julie takes care of business in her new

book. She gets straight to the point with real examples and quick lessons you can apply inyour business (and life!) immediately. It's a book you don't just read once but keep nearby asreference.Donna Sozio,Author, Never Trust a Man in Alligator Loafers, Citadel Press


6/159


6

Finally!!! An author that combines marketing experience and expertise with integrity andethics as the core through-line, expressed with such cohesion and clarity that one can actuallyunderstand and apply the concepts and practices, both in business and in life. The authorshares her life experiences in a way that is endearing and fun, even funny. She provides apersonal touch that conveys a melding of straight forward concepts as they relate to

marketing, while incorporating varying means one can apply the concepts spiritually andultimately, universally, thereby Creating Achievement & Success Harmoniously.Krissen DYer Assistant Asset Manager,Universal Properties Inc.

C.A.S.H. is very exciting! I'm very glad you made the time to write it. Reading the firstchapters, so many of the situations you recall were part of our industry and I related. Then asyou explained and wove in the concepts of C.A.S.H., I continued to relate and absorb them.

All the iterations of C.A.S.H. are the hot topics in today's business environment. We all want

to find and keep customers, understand them and serve them and I am very pleased to find inyour book actionable ways to make this happen.

In my client service role, taking a few steps back, taking stock of our current attitudes towards


7/159


7

'customers' (where everyone in or outside the company is really a customer) and evaluatingour effectiveness is something we are just beginning to do. While reading your book I foundmany points of action to assist me in positively motivating myself and, hopefully, mycoworkers.

You cite examples without too much detail (yes, you KISS it), intersperse enough spiritual

guidance to lighten the read and most importantly, condense some very practical ideas into ashort read so I can easily refer back for guidance.

I will certainly buy your book. It has something for everyone. If you don't buy into thespiritual aspect, then read around it. If you are looking for ways to improve your personal life,the same ideas apply as in business. If a stronger business is your goal, keep readingbecause it's all connected.Lonnie Yenny, Manager Client ServicesRenowned, multinational Systems Integration Company, SRC


8/159


8

Copyright 2007 by Julie Ann CohnCover and internal design by 2007 by Joanne Reich & Julie Ann Cohn

All Rights reserved. No part of this book may be reproduced in any form or by any electronicor mechanical means including information storage and retrieval systems-except in the case ofbrief quotations embodied in critical articles or reviews-without the expressed permission in

writing from the Author.

This publication is designed to provide accurate and authoritative information in regard to thesubject matter covered. It is sold with the understanding that the Author is not engaged inrendering legal, accounting or other professional service. If legal or other expert assistance isrequired the services of a competent professional person should be sought.

-From a Declaration of Principals Jointly Adopted by a Committee of AmericanBar Association and a Committee of Publishers and Associations.

ISBN Number 978-1-933918-22-8

Library of Congress Copyright TXu1-367-746 2007


9/159


9

Table of Contents Page

Introduction 11

SECTION 1Chapter 1 Confident 15Chapter 2 Actionable 22Chapter 3 Solutions 26Chapter 4 Honestly 29SECTION 2Chapter 5 Customers 33Chapter 6 Analysis 42Chapter 7 Sales 47Chapter 8 Harness Data 51SECTION 3Chapter 9 Contacts 59Chapter 10 Awareness 62Chapter 11 Support 65Chapter 12 Health 68SECTION 4Chapter 13 Creative 74Chapter 14 Advertising 76Chapter 15 Strategy 79Chapter 16 Horizon 81SECTION 5Chapter 17 Collections 85Chapter 18 Accountability 88Chapter 19 Service 91Chapter 20 Harmony 94


10/159


10

Table of Contents Page

SECTION 6Chapter 21 Collaboration 99Chapter 22 Advantage 102Chapter 23 Simplicity 105Chapter 24 Hope 107SECTION 7Chapter 25 Centered 111Chapter 26 Active 114Chapter 27 Smart 117Chapter 28 Hard hitting 119SECTION 8Chapter 29 Challenging 123Chapter 30 Assertive 126Chapter 31 Sexy 128Chapter 32 Hot 131SECTION 9Chapter 33 Credible 134Chapter 34 Associations 137Chapter 35 Synergies 139Chapter 36 Holdings 141SECTION 10Chapter 37 Conscious 145Chapter 38 Assessment 148Chapter 39 Success 151Chapter 40 Happiness 154A word about celebrating achievement and successHarmoniously 156About the Author 158


11/159


11

INTRODUCTION

This book is designed to provide the marketing principals for creating C.A.S.H.and Creating Achievement & Success Harmoniously. As you read this, rememberthat harmony does not have room for the concepts of worry, fear, guilt, fault or

blame. These are incongruent energies that hinder the flow. They areunproductive emotions that do not serve you in business or in your personal life.Eliminate them today. How? Begin by reprogramming yourself simply bybecoming aware and when you sense one of these concepts/emotions comingup say to yourself worry not, fear not and so on. Eventually, you will be ableto stop and allow the energetic flow of success and C.A.S.H. to enter your life.C.A.S.H. is wealth, health and success.

C.A.S.H. is a function of energy. Everything in the universe is energy that runs

along currents. Even our bodies are currents of


12/159


12

energy. This is why C.A.S.H. (money) is called currency. And it goes evenfarther. Look at the word currency. It is a combination of current and recent.When working to make C.A.S.H. we must stay current, be present (aware) andbe in the now. We must have a recent or current want, need or desire we areaddressing to get C.A.S.H. Our energy must be aligned with that of which we

are serving, our present want, our need or desire and our being to bring usC.A.S.H.

Sections 1-3 provide the foundation on which C.A.S.H. is built. The following fivesections (4-8) of this book focus on the health and growth of your success(C.A.S.H.). The last two sections (9-10) address what is necessary to maintainupward mobility and have C.A.S.H. to create and, subsequently, celebrateachievement and success harmoniously.

Over twenty-five years of experience went into developing these pathways forC.A.S.H. The principals are proven to work in


13/159


13

all aspects of your life. I encourage you to think about them. Play with them,shuffle them. Use them as guidelines, not rules. There are many shades of greyin this world. Explore.


14/159


14

SECTION 1

Chapter 1 ConfidentChapter 2 ActionableChapter 3 SolutionsChapter 4 Honestly


15/159


15

Chapter 1 Confident

The first truth about creating your achievement and success harmoniouslyis thatin order to create it, you must first know it to be true. YOU MUST BECONFIDENT THAT YOU ALREADY HAVE ACHIEVED YOUR DESIRED RESULT.

This means that you will createyour life and company in the image of success.Everything about the way you conduct yourself from the moment you open youreyes, to the way you answer your phone, to the way you dress will reflect theconfidencethat you have already achieved your desired result.

Remember the snake oil salesman. What was he really selling? He was sellingConfidence. That is why he was called a con-man. You may laugh, but thesepeople were and are very successful. Take it to the positive and look at

successful people in the public eye. Oprah Winfrey, Donald Trump and BillClinton are examples. They exude confidence. They can sell


16/159


16

anything. Mr. Clinton sold an entire nation that his behavior was okaydepending on what your definition of is, is. And today, he is one of the mostsuccessful fund raisers in the U.S. Each one of these people knows thatconfidence embodies humility, integrity and gratitude. Confidence is what makeseverything they do attractive.

I have often seen similar concepts presented in new business pitches. All thingsbeing equal, the one that wins is usually the one with the most confidentpresenter (and this may or may not be the most competent one for the job. Theproof will be in the doing). This is why so much focus is on the presenter, notthe support staff or even the originator of the concept. Although, they areimportant and should be in the room to address any details that the presenter isunfamiliar with.

But remember what I said about those who are successful with how they usetheir confidence. It is not a guise. They are


17/159


17

confident, humble, honest and thankful. They have integrity, meaning that theysaywhat they will do and then do it. Confidence without integrity issimply ego.And ego will only get you so far. If you are thinking, I am shy, not confident,then confidence is a skill you need to develop or hire a front person. Often there

is one business partner who is in front of the scene and one who is behind thescenes, because their skills compliment each other.

My father had another way of looking at confidence. Hed say always walk in toa place like you own it. Try it. It all boils down to the confidence youdemonstrate through how you carry yourself. When I was much younger I usedto go to the Forum to watch Kings Hockey games. I would buy a student seat,smile at the ushers and talk to them as if I knew them. They in turn wouldalways tell me who was not there that night sitting in the Senate Seats (best

seats in the house) and let me sit there. I am sure it was because I took mydads advice. Later in life, I learned to walk into board rooms feeling like I was a


18/159


18

top executive, even though at the time I was only an assistant. I was alwaystreated with respect. When I became a top executive, the confidence I hadserved me well. Albert Einstein said imagination is more powerful thenknowledge. I imagined I was important and that, allowed me the confidence tobecome important.

As you can see, I discovered that confidence could be learned. I once had agreat boss early in my career at Telmar Inc. named Cindy Rosenbaum. Cindytaught me that if I wanted to succeed in a mans world I had to behave as mendo. Successful men use confidence as a tool. She said, fake it, until you makeit. Act confident. Pack your suitcase like a man, light, so you have noproblem carrying it. Wear black it is a strong color and requires only one pair ofshoes on a trip. Dont whisper, speak clearly and be heard. Most importantlyshe said act the part, dress the part and be the part you want. If that part is

successful, be it now and do it with confidence. She was full of wonderful tips.Cindy would also remind


19/159


19

me that no one in the room knew more about my product than I did. Sowhat?

you might ask. This was her way of telling me to be confident in what I said.The more I presented, taught and the higher I rose in may career the more I

appreciated the things Cindy taught me. She was giving me priceless secretsthat still serve me today.

The universe responds in the same way as we do. This is a given. The universeis, in actually, a big yes machine. If you approach what you want to achievewith doubt, then the universe will say yes and give what you fear. For it isfrom fear that doubt arises. On the other hand, if you approach your desireswith confidence the universe will acknowledge this yes in kind, saying yes towhat you want and providing

the way. This is not as airy fairy as it sounds and you can test it out easily.The next time you are approaching a parking lot or Street with limited parkingsay universe please create the perfect parking space for me, thank you, I knowit is already there. I would be very surprised if you didnt drive up and wham!There it is; the perfect


20/159


20

parking space. My friends are amazed at how well this works for me, all thetime.

Working in confidence allows you to be in alignment with the universal yesmachine (or as I call it, the universe). And when you are in alignment it is easier

for you to bring others into alignment with you. Ive experienced this whengoing for financing for a new business venture. The product was unproven. Thebean counters were calculating risk. I, on the other hand, was confident thatthe time for this product was now. I could see everyone in the room slowlyshifting with my enthusiasm and confidence. They were coming into alignmentwith my vision. I received the money needed to proceed. The product was asuccess and paid out three months early. If I had gone into this meeting at allwish-washy about what I was presenting, I would not have achieved the positive

results I did.

You must eliminate all doubt, even if as Cindy said you fake it until you make it.


21/159


21

Know that sales will be on the rise; that your presentation is going to be great;your cash flow will increase, people will respond

to you with interest in your passion and that health, joy and abundance are yourbirthright.

Look in the mirror and say with confidence I am creating my achievement andsuccess harmoniously today.


22/159


22

Chapter 2 Actionable

Take Action.Once you know your desired result, taking action providesmomentum. The first step always leads to the second and so on. It is enoughto have the beginning and the end and to allow the middle to unfold as a

process. Do not fear this. Many of us get trapped into thinking we need toknow all the little steps before we can act. Not so. What you must do is takeyour confidenceto an actionablelevel. You win when you begin to realize thatall you must do is start. Doing no-thing results in the same thing being therein the same way tomorrow. The universe does not wait around. It responds toaction. When you take action you enter into agreement with what you want andthe universe will respond. It is impossible to feel depressed if you take action.If you do, then you are not being honest with yourself and what you are doing.

Now, you may ask how? How do I take action when I dont know what I amdoing? Well, you know what you want to achieve, you see yourself as havingachieved it, so


23/159


23

look back at what you did first. Now, do that. For example, lets say you wantto have cash rolling in by selling photographsyouve taken. The first thing you must do is make people aware that you havephotographs to sell. Or perhaps you just started a new job. You know why youwere

hired, but have no real idea what to do now that you are in your office. First,breathe. Remember what you see yourself having achieved. If you are in a newsales position; begin to learn your product; create your presentation; write asales letter. If youve chosen to branch out on your own and need clients, pickfive people to call today. Tell them the top three things about what you do andthen ask them for an appointment or order. If you want more love in your life,smile and take a positive attitude. Each first step always leads to the nextlogical step. Make your first step ACTIONABLE.

If you are reading this book and sitting in your chair saying yeah sure, its thateasy, then I am here to tell you yes it is! Stop feeling overwhelmed,depressed, frenzied in


24/159


24

an I dont know where to start mode. If you were cleaning your room as a childI would tell you to start by picking the closest thing to you up off the floor andputting it away. Action is not about feeling it is about doing. I am completelysincere when I say work backwards from the result. Lets say you want to writea screenplay. You have an idea of what the movie looks like. Start there, with

the finished product. Now, look at what you would be doing three weeks beforethe movie airs, and again four months before the movie airs, and again, threemonths before that. Now look at where you are, what do you need to do to fillin the timeline between now and seven months before the movie airs. Thatsright start writing. Then start lining up backing.

When I came into work on a major home mortgage client, the agency I workedfor had hired a PhD to build a system. This system was supposed to managesales and marketing information producing reports that showed the advertising

programs performance. Unfortunately, by the time I got there, this PhD hadcreated a report generator, but no database to manage the


25/159


25

information. The agency was weeks behind on reporting. In order to get ahandle onwhat was done and needed to be done, I created, what is called, a Gant Chart.It includes every single task (step) necessary to complete the project and thetimeline for completion. I started at the end result and worked my way

backwards. I needed this in order to create realistic timing and cost/resourceexpectations for both the agency and the client. As it turned out, we were agood four months from providing the client what they wanted. They were notpleased, but they had confidence in my ability to manage the process. Withintwo weeks we had the reporting current. Within four months we provided theclient with a fully-functional database system, on site, where they could pull theirown reports with real-time data. Although brilliant, the PhD was unorganized, anabsent minded professor. When we put an action plan (the Gant chart) to him,his anxiety was relived and he was able to take action in a clear way.

Sometimes you have to step back in order to move forward.


26/159


26

Chapter 3 Solutions

Too often your approach to life and your business is focused on problems. Yourfocus determines your reality. If you focus on problems that is what you willcontinually be faced with. This client is unhappy. This store is under

performing. This employee is not making the grade. We cannot fill the ordersfast enough. Stop the madness.Start focusing on SOLUTIONS.

A solutions based approach begins by examining what you require as a result,e.g. a happy client, an increase in store sales or an elevation of an employeesattitude. Then, look at what action needs to be taken to achieve the result. Itsounds simple and it is. When you focus on solutions you shift to aproductive state where growth and success can flourish.You activate the universal yes machine and with that doors open, solutions

present themselves and success follows.

Let me give you an example. I remember coming in for an interview with WIMC(the nations largest media management firm.)


27/159


27

I was immediately placed on a conference call with their largest client, Disney,without notice. Thats right I walked in for my interview and the person I wasmeeting with was on a speakerphone wanting me to participate, right there onthe spot. The good news was that I was confident in what I knew.

This Account Executive/Divisional President was promising a fully functionalhighly targeted direct marketing program (or as I described it, a swimming pooland all that existed was a hole in the ground. Actually the hole hadnt even beendug yet, but the yard was there). While on my feet, I asked several questionsand discovered that this particular division of Disney had many responder filesfrom failed programs. They had failed due to lack of follow-up by the previousagency. But the responders were individuals who said yes to their offering,making them good prospects. I suggested that we could build a database,enhance the information, create profiles, and, from that, target an effective

direct marketing campaign. I told the client we would have


28/159


28

to evaluate their files before giving costs and a timeline. This took the AE off thehook, knowing that a solution was available and giving her the opportunity tocontinue the dialogue with the client.

When the call was over, the client was satisfied and the company hired me as

Executive VP Managing Director Database Marketing, my first job, to create andrun their database marketing division. Ummm. Now, all I had to do was make ithappen. I lined up vendors, created advantageous pricing and sold the project,all before I came on board. If I had seen only the problem, I would had to takea we cant do that approach, not get the job and leave the client disappointedand the company with dirt on their face. Instead, I saw the promised result andthe means for success flowed. I focused on the solution.

As you look at what is before you today, say I am ready to approach this

moment with abundant expectancy. I know that all solutions will presentthemselves effectively.There are no obstacles I cannot overcome.


29/159


29

Chapter 4 Honestly

Approaching life and business honestly means facing the realities of yourexperience in the present. You may think this is a contradiction to knowing thatyou are creating achievement and success harmoniously. To the contrary, the

universe and business environment will respond to your knowingness. However,you must still operate in the now at all times. To create positive actions andsolutions, you must be honest about your current situationand treat yourfamily, friends, prospective customers, existing customers, co-workers,employees and, most importantly, yourself honestly.

This means that you must examine all of your resources. Evaluate yourprofitability and create reasonable timetables just as I did with Disney. In fact, Ihad to reset timing expectations three times, because the files sent to me were a

mess. It was never a problem because I was confident, taking action,presenting solutions and being honest through the entire process.


30/159


30

Always speak honestly. A customer would rather know that action is beingtaken and that the solution is going to take longer, than be placed in a positionof backtracking. When you operate honestly, you gain respect. People learnthat they can trust you.

Speak your truth to everyone in your life and avoid confusion, misunderstanding,distrust, anger, and worry. If someone cannot deal with your truth, ask them iftheyd prefer a lie. This does not mean, make it personal.

The universe is not personal, only your reaction to what occurs in the universeare personal. Remember the universe will say yes to whatever you put on thetable. This, therefore, means you should use tact and common sense. Youwont catch flies with vinegar. Your intention should always be focused on thehighest good in order to create optimal results in your life and business. This is

what I did with every account I handled from Internet start-ups to Disney toToyota, from Conroys Flowers to McDonalds. The category does not matter,honestly.


31/159


31

Whatever business you are in, remember, you must be confident take action andprovide solutions honestly to free yourselffrom the confines of doubt, stagnation and problems.


32/159


32

SECTION 2

Chapter 5 CustomersChapter 6 AnalysisChapter 7 SalesChapter 8 Harness Data


33/159


33

Chapter 5 Customers

It does not matter what type of lifestyle, business or service you are in. Youhave customers. And, regardless of what you believe, your customer is thesingle greatest contributor to your bottom line. Achieving success

depends on the relationship you have with your customer and yourunderstanding of them.

First you must truly know the roll they play in your business and your life.Here are some questions you should consider: Do you consider your customers (end-users, clients, patients or friends) in

your product development? Your culture? Your staff? Is your customer the staff of your company? If you are an internal service

center such as Human Resources or IT, then the answer is yes. These

questions apply to everytype of customer (including your friends andfamily).


34/159


34

Do you know the difference between who your customers really are andwho you want them to be?

Can you identify suspects, prospects, customers and best customers? Have you considered them as individuals or as a market? Do you know how to best attract them?

Do you know how to best serve them? Do you know how to speak to them to get the greatest result? Do you know where they live and/or work in relation to your business? Do you know the difference between the one-time buyer and the repeat

buyer? Do you know why they continue or stop using your product? Do you know which ones are actually costing you more to retain?Are you loosing customers faster than you are bringing them in? What is the difference between the look of your customer by product or

service?


35/159


35

How can you best reach prospects, eliminate suspects and createcustomers?

The answer to these questions is just the beginning. To get the answers, youmust

harness customer information (data) and analyze it. Working in the dark willresult in your light staying off.

Once youve addressed all your questions, analyzed the results and created anaction plan, revisit your customers behavior and make adjustments asnecessary.

This is exactly what we had to do with Brinks Home Security. The marketchanged. More competitors were entering areas Brinks had previously

dominated. Demographics of homeowners shifted and the perceived value tothe product did not match the messaging.

We had to take a new look at all these changes. We did this by analyzing theircustomer data from warranty cards and usage information. We then profiled thecustomers by a variety of ways, most profitable, lost customers and so on. The


36/159


36

resulting profiles were then used in primary research to get attitudinalinformation. Long story short, to achieve success Brinks took their customersinto consideration in every aspect of their business, made the informationactionable and regained market position.

Ultimately, you want to keep your existing customers, build relationships to keepthem loyal to you and use them as advocates to attract new customers.

If you look at it, the same is true among your family and friends. You want toget to know them, learn what makes them tic, build relationships based onconfidence, honesty and loyalty and eventually find more friends like them.

Over the years friends come and go. As your need adjust so does your circle offriends. Each time you enter a new situation (market) you find new friends.

Once you learn about your customers you will be able to engage them inrelationship


37/159


37

marketing. Something you do with your friends already.

If you treat your customers with the same respect, consideration and joy thatyou treatyour friends, you will find that your ability to keep your customers loyal is as

easy as sending them a birthday card on their birthday. This is something youdo with your family and friends that you can easily do in business.

Frequent shopper point programs, buy ten get one free programs and birthdayclubs, provide a win-win opportunity for both you and your customers. You getto collect lots of information when they register for the program and they getdiscounts rewarding them for on-going business. Programs like this extend yourperceived value to your customers as well as your relationship with them. Youget only what you give. Giving to your customers, even in this way, gets you

loyalty and more.

Opportunities like this can be extended to internet content providers too.Internet content providers extend loyalty through


38/159


38

cross promotions, accessibility and ease of use, as well as, on-going content ofinterest.

Just because you dont sell something, does not mean that you cannot createextended perceived value. Perhaps people register on your site to get enhanced

content that they dont get to see otherwise again creating a win-winopportunity. From the registration, you will have invaluable insight to attractpotential Advertisers, thereby extending your profitability. That is, as long asyou harness the data, analyze it and make it actionable for them. (See chapters6 & 7).

Maximizing synergies between like-minded sites is another way to extend yourvalue to your users. The more time a user is on your site the more opportunityyou have to turn them into loyal advocates for you.

Making customers loyal is not just a function of incentives, such as the case withfrequent shopper/flyer programs. Loyalty is generated by having a great productand providing optimal service. Brand loyalty and customer loyalty are sometimesdifferent.


39/159


39

Brand loyalty can be created by habit and influenced by name brand recognition,parental usage and friends/family. Switching brand loyalty is what Coke andPepsi attempt to do with taste test challenges. This is actually a morechallenging task because you are asking consumers to change their beliefs.

However, loyalty in some cases, such as with the corner grocer or mom andpop sandwich shop is based more on relationship. You walk in and they knowyour name and the names of your children. They know what you buy, so theystock those items for you. Local store marketing programs are about generatingthis kind of loyalty. They attempt to engender loyalty by creating a perceivedrelationship with theirCustomers. Starbucks uses this strategy in training their servers, encouragingthem to remember customers names and drinks. Many Banks make this theirpolicy as well. It is a way to demonstrate respect and appreciation to your

customer.

Relationship marketing is achieved by providing optimal service and regular


40/159


40

communications. An example of this is car dealerships. Cadillac was known fortheircradle to grave strategy. They would count on their car being in the familyand they would send correspondence to every buyer to make them feel this way,from service offers, to special dinners for owners, to birthday cards. Today,

automotive manufactures, such as GMC, provide special discounts for returnbuyers who currently own their make/model car. These range from onethousand to three thousand dollars in savings. The benefit to the manufactureand dealer is another four to seven years of service and an additional sale.

Never take your customers for granted, no matter what business you are in.Even if you are a life coach you have to opportunity to impact your customer.Every time they speak about you in a positive way it both reinforces theuniversal yes, as well as

extends your potential to gain more customers. Excited referrals are a great wayto get C.A.S.H. Remember, ultimately you want to turn your customers intoadvocates.


41/159


41

Consider this. A suspect walks past your store, a prospect comes in and looksaround, a customer buys and an advocate tells everyone about how great theirexperience is. Advocates become loyal customers and vice-versa. It costs sixtimes more to regain a lost customer than it does to keep one.Value your customers like gold and they will pay out for you like gold as a solid

investment over time.


42/159


42

Chapter 6 Analysis

Analysis is the means by which you learn about your customer. However, themost important thing about analysis is the interpretation and action-abilityof the information.

Answering questions are nice, but if you are not able to implement the answers,then all you have is data. To avoid analysis paralysis you must first identifywhich questions are going to yield you actionable results. Lets look atan in-house service division such as Human Resources, for example. Knowingwhere your employees live in relationship to work does not provide you withactionable information, unless you are having difficulty attracting the right kindof people to your organization or own a virtual company. If you are a retaillocation, the where can be critical to your business.

There is a variety of great information available from both within your companyand from outside vendors. It is important to know what kind of informationyou want to use before you begin your


43/159


43

analysis. If your in-house information is not reliable, then go outside. Createsome checks and balances to measure the quality of the information you areanalyzing. Use a reasonable test first. Create some basic assumptionsand then test them against actual data.

Techniques for analyzing data range from: primary research such as surveys andsecondary data such as that gained from appending and enhancement,spreadsheets, modeling, segmentation and profiling. Your levels of analysisshould match your ability to take action.

The key to good analysis is great interpretation. Although sexy, nationaladvertising may not serve your bottom line. Your dollars may be most effectivewhen used to reach those available to buy your product or service. That is whenanalysis at the local level can really help.


44/159


44

You must be sure to move past umm interesting to now we can.For example, if your customers are coming from a four mile radius of yourlocation, then do local store marketing, focus your dollars. We did thissuccessfully for Toyota dealerships in Southern California while at Davis, Ball &Collombatto.

By analyzing where Toyota buyers were coming from by dealership, we wereable to overlay Arbitron Ratings data and better target the radio advertising totarget stations reaching potential buyers. Moreover, we were able to use profilesto target household mailings more efficiently. We also created local storemarketing manuals with geo-demographic projections by zip code for insertprograms. We did not stop there. We used the results from the analysis to helpus target specific promotions based on likely hot buttons. And we helped thedealers to put relationship marketing tools in place, such as service reminder

letters, thank you letters and birthday bonuses creating advocates from theircustomer base.


45/159


45

When working with Dual Deck VCR in Arizona, we were able to present findingsthat showed them they had marketopportunities in two previously unrecognized markets. This resulted in newrevenue streams by repackaging older models at lesser price points. Had we notanalyzed their customer service data, as well as their sales data over a five year

period, we would not have seen this. Analysis should be a tool that createsaction items and you must be willing to do what it takes to achievesuccess. Dual Deck was willing to look at the news that they actually hadcustomers that looked like Murphy Brown (upscale) and the Flintstones(wannabe upscale) as opportunities for growth. They made adjustments toincrease sales.

Research and analysis that produces big binders of information is nothing betterthan a door stop, if you cannot make it actionable. This means that you should

always ask the question what will I be able to do with this analysis once it isdone. If the analysis is not yielding an actionable result, dont spend the timeor money on it. Unfortunately, when working with Ballys


46/159


46

Health and Tennis, this is exactly what happened. They had tons of data andanalysis, but no one had provided them with an actionable interpretation. Whenthey approached us asking us to look at the analysis they were given, they wereasking what can I do with this now?

After extensive reviews of the analysis we were able to pull some usefulinformation out, such as, the fact that slumps in sales correlated to price-pointoffers. People were waiting for the five dollar membership drives. When theprice went up to $19.95 per month, sales would slow down. We also discoveredthat club managers played a large role in retention. We created a new trainingprogram for club managers that included our findings.

In total, we took those door stops and turned them into programs and actionableinformation which led to greater sales, more successful promotions and targeted

marketing programs. Thankfully, Ballys asked us to look at the data. Had theynot, their money would have been wasted.


47/159


47

Chapter 7 Sales

Sales are not accidental or automatic. Sales do not come from a field ofdreams approach (if you build it they will come). Todays customer is; moresavvy, more conservative and more discerning than ever before. They are

inundated with so much marketing clutter that you must have more thansomething new to tell them. Whether it is in business or your personal life,you must knowthem, speak directly to the benefitin your sales proposition andrespectthem in order to get their business.

Sales are a function of product, awareness (marketing/ advertising), ease, price,desire, functionality, need and opportunity, as well as location (find-ability). Agreat idea that is overpriced will fail. Being another sandwich joint that happensto have heart aware food is not going to bring in your customers if they dont

know you exist. This is not to say that if customers are looking for yourparticular product or service they wont seek you out. If you are addressing aneed with a specialty item, they will find you, but you cannot hide. You mustmake your product


48/159


48

and/or service accessible. If you are selling on the internet, make sure you haveall the potential keywords coded on your website so that the search engines willrespond. Customers will settle for a substitute product or service, if it is toodifficult to find you, even if they are willing to pay a premium.

The results of your analysis will assist you in identifying sales opportunities.Profilingwill tell you what your customers look like. When working on Dial-A-Mattress in New York, we profiled their customers by brand of bed and the sizeof bed by DMA (AC Nielsens TV Designated Market Area, which are aggregationsof Counties within States). Dial-A-Mattress sells beds with twenty-four hourdelivery using toll-free direct response advertising (1-800-MATTRESS). I willnever forget the niche markets we discovered. During the presentation ofanalytical results, the Marketing Director actually said and in San Francisco,we are selling a king to every Queen. While amusing, the truth was that Gay

publications turned out to payout in San Francisco. We also discovered thatthere was a large opportunity for up-sale during the order taking process. Theresult was a


49/159


49

shift in the script for the operators that resulted in additional sales. Today, inaddition to mattress they sell, linens and other furniture nationwide.

Trade area analysiswill tell you where customers are coming from. This wasimportant to McDonalds whose store locations sometimes overlap traditional

trade areas. We looked not only at where customers lived, but also where theyworked and their coupon redemption patters to determine the most effectivemailing lists and newspapers to advertise in. We did this by coding the couponsto both the individual they were mailed to and the store they were mailed for.We then had the stores batch the coupons and send them to us with their storenumbers. The used coupons were then matched to see if customers redeemedat the location that they were mailed from. It takes foresight to implement aprogram like this. Most of the time, the backend analysis is not performed, butin this case it was yielding actionable information for refining future programs.


50/159


50

Predictive modelswill help to score (rank) potential buying behavior and identifyspecific look-alike buyers. For AT&T, we created scoring algorithms based onthe results of mailings to refine future list purchases. Surveyscan help indefining your unique selling proposition, problem areas and solutions. When weneeded to identify why customers of a major tele-communications firm were

switching we conducted surveys and overlaid demographic data to betterunderstand them, resulting in new tactics for retentionand up-sell promotions, all leading to more sales revenue.

Sales are the result of effective conscious planning, testing, analyzing,adjusting and responding to your customers, not happenstance.

When you are ready to do more than exist and become activeparticipants in your customers lives, sales will follow.


51/159


51

Chapter 8 Harness Data

Now you may think, okay I know I need to understand my customers. I know Ineed to take a bunch of things into consideration in order to analyze mycustomers and take action. But, how do I find this stuff out?

The process of discovery begins with harnessing your data and varies dependingupon availability of information. Lets look at the path of least resistance first. Ifyou collect the name and address of your customer in the course of the way youdo business, then you are off to a good start. This is true, if you are dealingwith businesses or individuals.

If, however, it is not natural in the course of doing business to get thisinformation, you may want to look at alternative ways to do business. We did

this with Pepsi when working on a team at DDB creating the Pepsi Bottle CapGame. Originally Pepsi was going to create a points program to instill aperceived value in the customers mind for increasing their consumption. If eachperson drank one more Pepsi product a


52/159


52

month, it meant millions of dollars in revenue. Customers would receive pointsfor bottle caps to buy Pepsi stuff or things from other PepsiCo companies (likePizza Hut). Numbers inside the bottle caps would be used (coded) forpromotions. They had not thought about creating a back end system to trackwho was using the points or for what promotions. To do this we invented a way

for participants in the program to register on-line and track their points. Wegathered customers names, addresses, birthdates and email addresses. Varioustables were set up that corresponded to promotions, point tallies and, yes, eachindividual customer. The yield was a database of known Pepsi users. Today,Coke followed suit and has a similar program. You know you did well and setthe bar when you are complimented by being copied.

Once computerized, a name and address* (telephone numbers and emailaddresses are a bonus) can be matched against a number of outside files

(databases) and valuable information can be added to your customer records foranalysis. For example,


53/159


53

if you are in real estate you can find data from Dataquick. In the case of Pepsiwho was selling to consumers (like a retailer orhospitality provider), we used data from Infobase , Claritas and/orDonnelley. If you are a business-to-business operator you may use Dunn &Bradstreet, TRW or Experian. There are many companies available with over

300 characteristics, such as household income,age, pet ownership, company size, number of employees and so on. These datacan be purchased for appending, then organized and analyzed.

In the event that you have no customer data, surveys, secondary data (e.g.Simmons, Birch, MRI) and primary research, can be very useful in obtainingcustomer data such as profiles or attitudes about your product. The results mustbe objectively analyzed, meaning that the answers need to be quantifiable usinga tool such as a score to create data sets.

You do not always require 100% of your customers to create aneffective


54/159


54

analysis. In many cases only a sample is used.

Most importantly, do not collect information for collection sake. He who has themost data does not win. He who can interpretand make actionable their customer data gets the C-A-S-H.

*Note: Your database is a tangible asset. Many companies sell their lists andinformation as a secondary revenue stream. If you choose to go this route besure to check out the privacy and tax laws in your state.


55/159


55

Some More Thoughts About Customers, Analysis, Sales, Harness Data

Taking the Customers, Analysis, Sales, Harness Data to a lifestyle level involvesan objective approach to your reality.

Begin by looking at who the Customers are in your life. In other words,who do you serve? If God/Spirit is your first answer, be still. Then ask yourselfthe same questions that follow and expand to include your family, friends,teachers and employer(s). Ask yourself if you consider them in your approach tolife? How you think, dress, react and respond?

Analyze and segment your customers. To whom are you going to give holidaygifts? Who is worthy of your time? What level of involvement are you going tohave with them? Is your relationship serving you now or are you looking at

them as opportunities for the future. What do you want to achieve byhaving these types of customers in your life?


56/159


56

Sales on a personal/lifestyle level is another way of saying get whatyou want. Each customer (individual) you have contact with you have aunique selling proposition for. I want my parents to buy me a car; therefore Ihave to sell them on my need for the car. I want my friends to include me insocial gatherings therefore I have to sell them on the idea that I am the life of

the party. The universe will respond with a yes to your desire, but youmust take action and sell yourself, your idea, your want/need to yourcustomer to get the result. You must interpret your analysis to make itactionable.

It is also helpful to look at where you are coming from in your asking. If you arecoming from a confident place of knowing that you can have what you want,then you are likely to get it. This is because you are coming from a place ofknowing. On the other hand, if you are coming from a place of wanting, you

may get to continue wanting. Wanting is sometimes more pleasing than having.There are times when you may feel served by want. In these


57/159


57

times, know that you will get exactly that, more wanting. Wanting can bepreparationfor having. When you move into a place of acceptance that you can have, youwill have. So be honest about where you are coming from.

Harnessing data is done by reflecting upon your desired result andthen on what the customers in your life require for you to get thatresult. You can do this by making lists, gathering consensus on an idea andweighing the results, asking for advice from those you trust, reading books, ormeditating on your intention and asking your guides and/or angels for help.

The principles for success are the same. Ask yourself what you want andsay it,see yourself having it and then look at specifically what you can do to

make it so. It is not enough to want C.A.S.H. You have to be willing to goafter it. You have to confidently accept that you deserve it and can have it. Thisprovides you with an objective approach to do just that.


58/159


58

SECTION 3

Chapter 9 ContactsChapter 10 AwarenessChapter 11 SupportChapter 12 Health


59/159


59

Chapter 9 Contacts

Contacts are customers, vendors, associates, competitors, friends and familywith whom you have direct experience and communication. When I was tellingmy friend, Monica Wild, a Publicist, about this book, she called me and said hey,

I just came up with another C.A.S.H. phrase, Call And Say Hi. How right shewas, as that can be the key to staying on top of your contacts.

Contacts are key to your business and successful life. They are your bestadvocates and potential opportunities. When customers calls to complain, theyhave made contact with you and are giving you the opportunity to turn theminto loyal advocates. This is true with your family and friends. They careenough about your product or service to tell you what they think. The same istrue of survey responders, associates, vendors and competitors. Your job is to

listen to what your contacts are telling you and use the information togrow your C.A.S.H..


60/159


60

Contacts are precious. They need to be maintained and communicated withon a regular basis. Your best contacts should be communicated with monthly.This can be done with a newsletter, press release, phone call or email. Noteveryone realizes that out-of-sight is not out-of-mind. A vendor who providesyou with great service can be as important to your bottom line as a repeat

customer. As you know, people change jobs, advance and move. A greatvendor is always a good long term ally. Loyal contacts and great vendorsbecome advocates. Your advocates are the foundation to your grass rootsmarketing.

Your competitors actions and reactions can give you valuable insight anddirection. While working for a geo-demographic data provider, I became friendswith one of my biggest competitors. At one of my client meetings, my client toldme that this person had come to see them. My client said that once my

competitor heard that I was their contact, he excused himself saying yourealready with the best. I always thought that was sweet.


61/159


61

Your friends need to know you do not take them for granted. Standing onceremony and expecting a call will result in a silent telephone. The universeresponds to action. Take it. Attend events and happenings where your contactsare and take the opportunity to say hello. Let your contacts know that you areinvolved, active and receptive. I used to make monthly customer care calls to

my best customers when working in a small software company. When renewaltime came, I was always number one at getting signed contracts.

Keep your contacts informed in a responsible way. My chiropractor sends out amonthly newsletter with health tips to his clients. It is a great way to receive areminder that I need an adjustment. Always take the high road, stayingpositive, so that your contacts can reflect your positive message to each personthey know. This turns them into advocates (loyal customers who talk about you)for you and word of mouth is a powerful form of marketing.

Remember that each single contact is worth six new customers.


62/159


62

Chapter 10 Awareness

No matter who you desire to reach, unless their awareness is on yourwant/desire/need, your product or service, they will not respond to you. Making C.A.S.H. a

reality is dependant on effective communication and creation ofawarenessamong your customers, potential customers (prospects), theuniverse, your friends, family, associates, and so on. It is the level of awareness(conscious, unconscious, top-of-mind etc.) that these various groups have whichdetermines the immediacy ofyour results.

Gaining awareness is a function of effective communication.

In the world of business this translates to marketing and advertising. The

traditional school of thought is that an individual will not remember your productor service (become aware, be effectively reached) until they have receivedthree or more communications about your product or service. Here we are withthe magic number


63/159


63

three. Why three? Because the first time one is exposedto a new message,unless they have an immediate need for what is being communicated, they willnot reactto it. The second time, they will recalltheir exposure to their firstawareness (message) and the third time they will rememberthe message(product or service) and/or be motivatedto buy. Now in the case of a popular

fast food product like McDonalds, this number changes to fifteen times. Thismeans that we are all so accustomed to having McDonalds in our lives that, inorder to make an impact on us, we need to hear or see their message a greatdeal more often. Youll notice, however, that McDonalds does not getcomplacent in generating awareness.

Many companies think that they can get away with just advertising once. Thisdoes not work. Even Disneyland knows that they have to continue to maintainawareness to keep their competitive edge. And Disney is a company whose

brand equity (brand value) is one of the highest in recognition when people areasked to name an amusement park.


64/159


64

Making all parties privy to your product, service or desire only happens withcommunication. You have to speak, demonstrate and motivate yourprospects, customers and contacts to engage with you. They must beaware that you have what they want and/or need and that you have it now(whenever their

now is). That means that you must create consistent awareness so thatyour product, service or desire is top-of-mind when they are ready togive and/or buy.


65/159


65

Chapter 11 Support

Support is a necessity for C.A.S.H. You, your customers, prospects, andcontacts require support for your continued success. Support is provided bothwithin a business (and your life) and externally.

Effective support must be provided on all levels. Begin with the universe andwork your way down to your employees, (e.g. the universe will support yourclear intentions). Product development needs support from research. Sales andcustomers need support from customer service, and your employees needsupport from management and so on.

Support ebbs and flows as your needs shift and you must be ready to adjust towhat is needed. Lets look at a simple analogy that will make this clear. When

you first plant a tree, the seedling branch is not strong enough to support itself.So, you place a stick or pole next to it and tie it up for support. As the treegrows, its roots take hold and the stick is no longer necessary. However, thetree still needs support to


66/159


66

grow. Now, it requires water, fertilizer and sunlight. As the trees needschange, you adjust the level of support you provide. When the tree reaches fullmaturity, it may need trimming. If a wind storm comes up and the tree becomesimbalanced, it will require a more advanced support system.

Our lives and companies are like trees, requiring different levels of support asthey grow and shift. It is important to make sure that all your supportmechanisms are in place at each level to ensure your creation and achievementof success harmoniously.

When working with one client (who due to confidentiality will remain nameless),we discovered that the sales team was doing a great job. The feedback fromcustomer service was usually good. The only problem was that demand was sohigh the product was not being produced fast enough to fill orders. This caused

lengthy delays in getting products to customers. Production was not supportingsales. To shift this, the company had to enlist an outside company to help getmore product produced. In the short term, this lowered profitability.


67/159


67

However, in the long term they were able to shore up Production and theirincrease in sales more then compensated for the short term costs. Today theyare one of the leading providers of high end furniture world wide.


68/159


68

Chapter 12 Health

Health is being confidentin what you want from the universe (stayingpositive), your body, mind, spirit, customers, and contacts. Health isharnessing dataso that you have proper analysisof your current

reality to create actionable solutions honestlywhich will support you,your contacts and your products or services awarenessand result insalesand C.A.S.H.

As you can see from the above statement, your health depends on your ability touse all the skills and concepts discussed so far.Health should begin with you. Are you balanced and aligned with what you wantto achieve? If you are stressed at all, the answer to this question is no. Stressis a symptom that something is out of alignment. This is true at every juncture

of your life and business.

Then look at your business. Are your employees healthy? Is your bottom line


69/159


69

healthy? Are your relationships healthy? Again, if there is stress in any area ofyourorganization, something is out of alignment, balance.

How do you get health? Know that it already exists, then look at what it is that

youve identified as unhealthy. If it is your employees, how is this manifested?Are they missing work? Overstressed? Complaining? Not as productive as youdlike? Once you know the question, you can find the solution by going back tothe basics outline in the first eleven chapters.

Sections 1-3 provide the foundation on which health is built. The Sections 4-8 ofthis book focus on the health and growth of your success (C.A.S.H.). The lasttwo sections 9-10 address what is necessary to maintain upward mobility andcreate achievement and success harmoniously.

Remember, creating health in your life and business is critical to realizing yourdreams. Without health we are doomed to a cycle of diminishing returns. Healthis a state of


70/159


70

being, of mind and spirit. It is your birthright.

When I was freelancing as a media buyer years ago, I made a lot of moneyworking insane hours. I loved the flexibility, but my health suffered. I becamerun down. Did I learn? No. In 1986 while sitting at my desk working on a

presentation for Coke I doubled over in pain. My nerves were shot. Doctors toldme that I needed surgery. In fact, all I needed was to relax. Even while in pain,I worked until one doctor told me that he could put a shot directly into my nerveto release it. All I had to do was rest. What I learned was that in truth there isnothing that I am doing while working that cannot be done tomorrow, as long asI handle it responsibly. Without your health you have nothing. Take care ofyourself. Only then can you take care of others and your business.

If your employees are over stressed in the name of profit you will find that you

have a high degree of turnover. Re-evaluate your priorities. The money will bethere. C.A.S.H. is yours for the taking.


71/159


71

Corporate health usually refers to the bottom line. When you move fromprofitable to not profitable something is out of alignment. In these cases,companies usually start by cutting their most valuable resource, employees. Thisis because salary and overhead, such as insurance and space, are so high.Unfortunately this does not always solve the problem. Companies lose

intellectual assets. They lose manpower.

It is like the farmer who has learned that his horse can eat straw mixed in withhis hay. The farmer sees this as a way to save money. The horse continues toplow the field. Until one day the farmer has substituted so much straw that thehorse dies. Cutting employees without looking for other causes is short sighted.The result is often a greater loss. When those people leave others have to pickup the slack. You cannot get health by treating the symptom without knowingthe cause. If profits slip go back to analysis. Dont just react. Take the time to

respond from a place of honest assessment. I am not saying that eliminatingduplication will not save money.


72/159


72

Just make sure that you are coming from a place of knowing.


73/159


73

SECTION 4

Chapter 13 CreativeChapter 14 AdvertisingChapter 15 StrategyChapter 16 Horizon


74/159


74

Chapter 13 Creative

Typically creative refers to the message, offer, price and package you use asyour marketing vehicle. It can be anything from a business card, brochureand/or letter to a billboard, email, internet banner, television/radio commercial

and/or print ad. It is the output of your expression.

Good creative starts with a focused clear understanding of your goalsand objective. Without a clear picture of what you want, good creativebecomes improbable and the outcome looks like a finger painting--lots of color,wiggles and no point. Good creative sells. It communicates a products orservices benefitsand provides a reason and/or incentivefor the potential (orexisting) customer to take action. You have approximately fifteen seconds tocapture your audiences attention, so stay on point.

How you represent yourself is as important as how you represent your productor service. Your message should match yourgoal.Being creative begins with your


75/159


75

outlook. It is important to know that you areunlimited, in the many ways you can approach every moment in your life. If youlook like an unenthusiastic observer rather than an active participant in your life,you will sell yourself short. Having flair and style is fine, as long as you supportit with right action and integrity.

If possible use your creative messaging to get both sales and information. Youcan do this by including a 800/888 toll-free telephone number on your message.If using a direct mail piece, you can use a key code (unique identifier) tocorrespond to the name and address of the individual you mail to. In both thesecases you will be able to harness data and learn about your responders (thosewho showed interest in your product, or said yes to your offer). You can thenincorporate this information into your analysis to help you refine your futurecreative.

Remember, your objective and stay true to it. Dont be cute. Make your pointclear and you will get results. Good creative always sells.


76/159


76

Chapter 14 Advertising

Since you have developed your creative messaging, determined who yourprospects are and what you want them to be aware of, advertising, in this case,refers to the means by which you will disseminate your message. Traditionally,

the term advertising refers to the entire process from target development (whatyour customers look like, i.e. who you want to talk to), to creative and theplacement of the creative. Because we have discussed many of the elementsgoing into advertising, here we will focus on the element that your customerssee, the placement (where) or dissemination of your message.

The objective of advertising is to effectively reach your customer(prospective customers) and to sell your product or service whileincreasing/maintaining awareness of those not yet ready to buy.

Your message should be accessibleto your audience and not overburdened withto


77/159


77

much information. Who you are or what your product is about should be clear.Your communication must be appropriate for the environment, in which yourmessage appears. For example, a radio ad may communicate the samemessage as a television ad. However, if you are showing your product intelevision and the display of your product is what is telling, then radio may not

be as effective. If your product requires a great deal of explanation such as apharmaceutical drug then print (magazines/newspapers/inserts) will be the bestplace to have your ad. Your creative should match the vehicle you are going touse to distribute your message. Television can create awareness and evengenerate the feeling of a need, but print can provide the space for the detail.You see this with pharmaceutical companies. They use both TV and print. Ifyou want to speak to an individual, the internet, direct mail and/or telemarketingmay serve you best.

More often than not, a good advertising campaign will include a mix of vehicles(or media) to maximize your opportunity for exposure and cash.


78/159


78

When working for a major b/c (higher risk) credit lending company, whose saleswere based on lead generation, we found that direct mail, although highlytargeted, was not producing enough leads to support their sales force. Wetested a direct response television ad (meaning it had a toll-free number forviewers to call for more information) for them. Lo and behold within one week

they had enough leads to support their entire sales force and up theirconversation rate (leads to loans sold) by 30%. This was extraordinary.Normally, you may see a five to ten percent increase. The reason it was so highwas that the creative included a get a free credit report offer, which was a hotbutton at the time. Concurrent with the running of the TV ad, we tested radioads with the same creative. Although the radio ads only added three percentmore leads, they remained cost effective. Television, pulled better than Radio.When looked at in combination with the direct mail, TV and radio created acohesive media mix to support the sales force.


79/159


79

Chapter 15 Strategy

The concept of strategy or a strategic approach can be confusing. Simply putstrategy is the what behind your objective. Objective being the why you aredoing something and tactic being the how, when and where you will do it.

Again keeping it simple, you know that you want to go from Los Angeles to NewYork. This is your objective. There is an infinite range of possibilities to achievethis. Your strategy, however, includes additional parameters such as timeliness,therefore your strategic approach is to find the fastest way to achieve yourobjective, which would be to take a plane. You must continually ask why youare going to do something in what particular way, to keep your strategy onpoint. Lastly, (the how) your tactic to accomplish this is that you will buy aticket and go to the airport, in order to get on the plane which brings you to your

objective, New York.


80/159


80

Having a clear strategy can keep you from running amuck with possibilities.Strategy provides the focus for achievement. Leaving out the strategy isreactive. Working from a strategic place is being effective and thereforeresponsive. To optimize success you want to have a framework of checks andbalances. Your strategy provides the framework.


81/159


81

Chapter 16 Horizon

Looking out at the horizon provides a way for you to collect yourself. Inbusiness and in life this is what I call the long view. It is important to see thehorizon, to take a long view in order to appreciate where you are in the moment

and where you are going.

As I said in the beginning of this book, you must see yourself having achievedsuccess in order to create it. Too often the details and pace of modern life takeyou away from the vision and ultimate creation of C.A.S.H. So now that youvedeveloped your foundation and are on the way to achievement you mustremember the big picture (the horizon).

Bless, acknowledge and refocus your intentions by checking how far youve

come. Look at how your creation is leading to exactly what you want. Celebrateyour achievements along the way, as well as the achievements of those aroundyou.

By keeping your eye on the horizon you gain inspiration. Pick your head up andsee the


82/159


82

sky. Do not let the ebb and flow of business, sales, and process discourage you.This is exactly why people in the stock market say be in it for the long term.Short term thinking leads to short term results.

Keeping your eye on the horizon also gives you the opportunity to see the

connectedness of your actions to the universe and to everything around you. Itis important to know the impact created by using one source over another. Wehave seen this most recently with Trans Fat. Many food service providers arechanging their source to eliminate Trans Fat. When you acknowledge yourconnectedness and look at long range impacts you may discover ways to shiftthe way you do business to make the world a better place. It may be as simpleas using only recycled paper products. Moreover, being aware of the horizonopens you to the realm of possibility and affirms your relationship to the greatuniversal yes. By affirming your long view you are giving reinforcement to

your vision.


83/159


83

Another key to creating and achieving success harmoniously is remembering that

C.A.S.H. is a journey of continuing growth, not a one-timeachievement. Your goal is to maintain a flow. By being true to your longrange vision you keep alive and dynamic. You want to be successful

repeatedly. That is what keeps life interesting.


84/159


84

SECTION 5

Chapter 17 CollectionsChapter 18 AccountabilityChapter 19 ServiceChapter 20 Harmony


85/159


85

Chapter 17 Collections

For some of you this chapter represents one of the most difficult aspects forcreating and achieving success harmoniously. Cash (money) for goods andservices is in alignment with the universal law of energy exchange.

Many of you are great at ideas and even creation but dont know how to ask,collect/ receive, and get people to deliver on what you want. Collections can bechallenging, but is a critical aspect to creating and achieving successharmoniously and ensuring balance in your business and life. It is a form ofhealth that you must maintain. Therefore, put systems in place which keep youand your business healthy.

You must realize that you deserve to be paid for your product and/or

service. You have made a choice to accept cash into your life. If you are in aposition where you are billing customers for goods or services, collections playa significant roll in your process. Do not be embarrassed or feel guilty aboutgoing after payment. When


86/159


86

someone buys your product or service, they have agreed to pay you. If theywithhold payment, then an imbalance of energy exchange occurs in the universeand your business. This should not be acceptable to you. I am not saying thatbad debt is not a part of doing business today. Only that it does not need to be,if all are abiding by the universal law of energy exchange.

There are agencies that can assist you in collections if you require it. The key isstaying on top of your asking, billings, so that you can collect in a timelymanner.Sometimes, collections are not an issue at all. In these cases, youve decided toreceive at the moment of exchange. This is good.Keeping your eye on collections allows you to be accountable and balanced inbusiness and your life. When you treat others as you want them to treat you,you teach them how to treat you. So the other side of the collection coin is to

be sure to pay your bills on time.

Working within this universal law is an essential element to creating and


87/159


87

achieving success harmoniously. Be sure to pay attention to it.


88/159


88

Chapter 18 Accountability

Every individual, aspect and process must be made accountable. Accountabilityallows you to trace the cause and effect of each contribution to your success.Without accountability you may as well dig a hole and throw money into it.

Accountability is empowering, informative and joyous. Accountability elevates allparticipants, providing a sense of contribution to you and your business. Itshould be incorporated into your strategy. It provides the opportunity forownership in creating achievement and success harmoniously. It can point toareas for refinement and growth.

I have to admit, budget time was one thing I dreaded. I hated pulling numbersout of the air to create the profit and loss statement. I hated going into meetings

for budget approval, having to defend the numbers I created from wishfulthinking. That is until I learned that I could put a method to the madness. Istarted looking at the P&L as my goal, rather than my commitment. The


89/159


89

budget represented what I wanted to achievethrough sales and spending,instead of what I hadto do. I was working with the universal yes. It becamea fun exercise when I realized that it was okay to adjust it based onachievements each quarter. When putting a business plan together it isimportant to detail all your anticipated expenses and your desired sales. This

helps you stay accountable. It also affirms your willingness to achieve by sayingyes I can get these clients, sell this much product or negotiate better deals.When you say yes the universe responds.

In public corporations there is an ultimate accountability to the shareholders. Inlife you are accountable to your higher power. In both instances you must servethe highest good. This sometimes means that you have to make difficultchoices. Do not be afraid of this. It is simply a way of determining what worksand what doesnt in your life and business.

Create measures of accountability and involve yourself, employees andcustomers in taking personal responsibility for success.


90/159


90

You should also look at what doesnt work and adjust accordingly. Satisfactioncomes from knowing that your contribution is significant. It is ultimatelya gift to demand accountability as it provides the avenue for acknowledgementand appreciation.


91/159


91

Chapter 19 Service

The area of service is vastly important to your business and life. In order toprovide openings for sales, communication, gratitude and satisfaction yourservice division must be responsive, timely and results oriented.

The truth is that every single person in your business and life is in service toone another, just as your service division is in service to your customers.Understanding this creates an environment of compassion and gratitude whichresult in C.A.S.H. All good leaders are in service as are all good entertainers,chefs and professionals. Even athletes are in service while playing their sport.Service generates joy and out of joy comes a greater understanding of purpose.You cannot get until you give. Service is the giving end in business.

When in service, the key question is how may I serve you. I did not say howmay I help you. Help implies there is a problem. Service simples says thereis something I can do perhaps before there is


92/159


92

a problem. Service anticipates solutions. Help reacts to problems. Remember tobe solutions oriented, not problem based.

You need to inform each division of your company of the service they provideand the important role that particular service plays. In the instance of customer

service, the role is to create the possibility of agreement and to relieve animbalance in your customers experience with your product. In the role ofproduct development, the role is to serve the customer with the best productdesign and to serve the company with the most cost effective design. In therole of distribution and shipping, service is the timely delivery of your product.Attorneys serve their clients with optimal resolutions. Doctors serve their clientswith compassion and results.

Being of service in your life also provides you with the opportunity to give back

in a conscious way. This creates the opening for you to realize more good,compassion, gratitude and express these qualities in what you do. Ultimately,there is great satisfaction


93/159


93

and accomplishment in being in service. Think what a lovely world this would beif we all saw ourselves in service of one another.


94/159


94

Chapter 20 Harmony

When harmony is evident in our lives and business everyone who comes intocontact with us sees it. A harmonious work environment is moreproductive and more profitable. The traditional corporate political

environment distracts from harmony by its nature. Politics create division.

I remember waking up one morning realizing that I could sell the same productto every division in of one of my Fortune 100 clients, because they were allcompeting with each other. Had they been in harmony, sharing resources thisopportunity would not have arisen. I would always begin each pitch saying thatso and so division had this already. The response I received was a signedcontract for yet another system. I made a lot of money selling into that account.Just think how much they could have saved. Was I working toward the highest

good by doing this? Yes. The political nature of the company created theopportunity. The divisions needed the product and I the sales. It was alwaysmy


95/159


Documents

Cash Daily