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    How to Acquire New Customers in 30 Days: The Secrets of Building Your Business
    How to Acquire New Customers in 30 Days: The Secrets of Building Your Business
    How to Acquire New Customers in 30 Days: The Secrets of Building Your Business
    Ebook244 pages3 hours

    How to Acquire New Customers in 30 Days: The Secrets of Building Your Business

    By Larry A. Hoover

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    About this ebook

    Where will your company be in five years?
    Will it maintain its position in the marketplace as resources diminishor as competition increases?
    In How to Acquire New Customers in 30 Days, the author reveals proven guidelines and tested techniques that you can use to master your marketing strategies and skills to increase your customer base and business bottom line. These strategies are nothing less than a roadmap for your marketing success.
    As a small business owner, entrepreneur or manager in a large corporation, you are involved in marketing every day, whether it is a chance meeting at a luncheon, waiting for an elevator, or at a social or athletic event, just be aware that marketing is the backbone of every organizations success and future growth.
    For ease of use, this compelling and powerfully effective how to guide is organized into fourteen chapters with each chapter oriented to a specific marketing strategy. Mr. Hoover provides twenty-two tools you can use to market your business. For example:
    Eight tips for gathering contact information
    Eleven tactics to get marketing research on competitors
    A seventeen point checklist for direct marketing
    How to write compelling ad copy
    Eleven steps in overcoming customer complaints
    Branding your business
    Salesmanship
    Five principles of social marketing
    Fifteen dangerous website mistakes in internet marketing
    Ten social media marketing tips to acquire new customers
    Six tips for better blogging
    And much, much more!
    How to Acquire New Customers in 30 Days is the guide you need to put and grow your company up front, and keep it there!
    LanguageEnglish
    PublisherAuthorHouse
    Release dateApr 1, 2013
    ISBN9781481713450
    How to Acquire New Customers in 30 Days: The Secrets of Building Your Business
    Author

    Larry A. Hoover

    Larry A. Hoover is a native Charlotte, North Carolinian currently residing in Gastonia who got his undergraduate degree in Statistics at North Carolina State University and his graduate degree in Management of Technology at The American University in Washington, DC. While working in the Washington, DC and Boston areas, he was a business and computer consultant to the government, international organizations, and Fortune 500 corporations for over 30 years. Now as a freelance copywriter, he provides services that add value to his client’s bottom line. Mr. Hoover is a Certified Office Automation Professional and a Circle of Success member of the American Writers and Artists Incorporated, and has been at various times during his career a member of other professional associations including the National Association for the Self Employed, American Management Association, American Statistical Association, Association for Science Technology and Innovation, Project Management Institute, and Data Processing Management Association. He was elected to the Washington Academy of Sciences in 1981. For relaxation his adventurous hobbies have ranged from skydiving, hot air ballooning, scuba diving, to boating and traveling. He holds a private pilot’s license and is a ham radio operator. Mr. Hoover is also a member of the United States Coast Guard Auxiliary where he is both Secretary and Publications Officer of his Flotilla. Divorced, he has one son living in the DC area.

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      Book preview

      How to Acquire New Customers in 30 Days - Larry A. Hoover

      © 2013 Larry A. Hoover. All rights reserved.

      No part of this book may be reproduced, stored in a retrieval system, or transmitted by any means without the written permission of the author.

      Published by AuthorHouse 3/29/2013

      ISBN: 978-1-4817-1344-3 (sc)

      ISBN: 978-1-4817-1345-0 (e)

      Library of Congress Control Number: 2013902303

      Any people depicted in stock imagery provided by Thinkstock are models,

      and such images are being used for illustrative purposes only.

      Certain stock imagery © Thinkstock.

      Because of the dynamic nature of the Internet, any web addresses or links contained in this book may have changed since publication and may no longer be valid. The views expressed in this work are solely those of the author and do not necessarily reflect the views of the publisher, and the publisher hereby disclaims any responsibility for them.

      Contents

      Acknowlegements

      Chapter 1      Introduction

      Chapter 2      The Foundation of Success

      White-Hat Marketing

      Silver and Gold

      Chapter 3      This Ain’t Your Grandad’s Marketing Manual

      Direct Marketing

      TOOL: 8 Tips For Capturing Contact Information

      Chapter 4      Education-Based Marketing

      TOOL: The ‘21 Club’ of Copywriting

      TOOL: 11 Message Killers You Must Avoid

      TOOL: 4 Simple Methods to Test and Track Your Ads

      Chapter 5      Three Proven Ways to Grow Your Business

      The Power of Optimization

      What Is The Lifetime Value of Your Customer?

      TOOL: Building Loyalty In 8 Magic Moments

      TOOL: 11 Steps To Making The Best of Customer Complaints

      Chapter 6      How a Premier Marketer Achieves an Unlimited Stream of Customers

      Your Marketing Mindset

      Your Marketing Niche

      TOOL: 10-Question ‘Litmus’ Test For Profitable Niches

      How to Write a Niche Marketing Sales Letter

      Chapter 7      Branding Your Business –Who Are YOU?

      What’s In A Name?

      Creating Your Company Name

      The Importance of a Strong USP

      TOOL: Steps To USP Success

      TOOL: 11 Stealth Tactics To Get Market Research on Competitors

      Proven USP Categories To Emulate

      The ‘U’ Is For Ubiquitous

      Chapter 8      Seven Secrets to Irresistible Salesmanship in Print

      Headline – The Ad for Your Ad

      Master Headline Samples

      Top of the (Word) Charts

      Basic Instinct

      You’re A One of A Kind

      Be Specific

      Hit Your Target with Trigger Words

      The Headline Family Tree

      TOOL: Fill In The Blanks To A Great Headline

      A Few Final Headline Thoughts

      Chapter 9      A Benefit-Rich Offer

      Paragraphs, Bullets, and Numbered Lists

      TOOL: 7 Secrets For Trapping Testimonials

      The Bonus

      What You Can Offer

      No Risk/All Reward - The Guarantee

      Restate Your Offer & Call for Action

      Reply Mechanisms

      P.S., I Love You

      12-Step Program For A Winning Sales Letter

      Chapter 10      Other ‘Sticky’ Customer Catchers

      Special Delivery! Reports and Information Products

      Audio CD’s, The 30-Minute Marketing Miracle

      The Video Age

      Chapter 11      Copywriting Like the Masters (For Big Profits)

      TOOL: Copywriting Ideas You’re Free To Swipe

      Chapter 12      Let’s Get Visual

      Copywriter’s Design Primer

      Other Presentation Enhancements

      Chapter 13      The Most Effective Low-Cost & No-Cost Marketing Strategies in the World

      Strategy #1 - The Power of the Press Release

      Strategy #2 - Referrals – Joe Sent Me

      Strategy #3 - Internet Marketing

      15 Toxic Website Mistakes

      Strategy #4 – PPC and Google AdWords

      TOOL: 4 Quick Tips To Maximize AdWords Success

      Strategy #5 – Classified Ads and Fractional Page Displays

      Strategy #6 - Newsletters – You’re Always The Cover Story

      Strategy #7 - Email Magazines or Ezines

      4 Steps to Ezine Success

      Strategy #8 - Telemarketing

      Telemarketing with Direct Mail Follow-Up

      The 7 Faces of Telemarketing

      TOOL: Sales Scripts

      Strategy #9 –Marketing with Flyers

      TOOL: Flyer Basics

      Strategy #10 - Newspaper Ads

      A Quick Word About Magazines

      Strategy # 11 - How To Promote Your Business on Radio

      Strategy # 12 - Television Advertising

      Infomercials - Where Education and Sales Meet

      Advantages and Disadvantages of Media

      Profitability Equation

      Chapter 14      Special Section—Social Marketing: Don’t Get Left Behind

      Web 3.0

      The 5 Principles of Social Marketing

      Blogs

      TOOL: 6 Smart Tips For Better Blogging

      RSS (Rich Site Summary)

      TOOL: Message Board & Forum Success Strategies

      How To Hold A Promotional Contest on YouTube

      TOOL: Online Contest Basics

      Linked-In

      TOOL: Tips For Maximizing Your LinkedIn Experience

      My Space

      7 Things You Can Do Right Now To Cash in On Social Marketing

      The World Is Your Oyster

      Disclaimer

      Every effort has been made to make this manual as complete and as accurate as possible. This publication is designed to provide competent and reliable information regarding the subject matter covered. However, there may be mistakes both typographical and in content. Therefore, this text should be used only as a general guide and not as the ultimate source of published information.

      The author, advisers and publisher shall have neither liability nor responsibility to any person or entity with respect to any loss or damage caused or alleged to be caused directly or indirectly by the information contained in this manual.

      This is NOT a free e-book!

      Purchase of this e-book entitles the buyer to keep one copy on his or her computer and to print out one copy only.

      Printing out more than one copy – or distributing it electronically – is prohibited by international and U.S.A. copyright laws and treaties, and would subject the purchaser to penalties of up to $100,000 PER COPY distributed.

      Acknowlegements

      I would like to thank the following people who have helped me the in preparation, design, writing and editing of this book.

      Two things motivated me to write this manual. The first catalyst was the number of small business owners I met who told me that they couldn’t afford to hire a business coach, but still needed information about marketing. They wanted something in writing that they could study and continue to use as a resource.

      And that brings me to the second reason that this manual was created. He is my guide, mentor, teacher, coach, and, I’m proud to say, my friend. His name is Ted Nicholas.

      Ted is widely recognized as one of the greatest direct marketing wizards of all time. He is best known for having earned 24.5 million dollars on the sale of a single book which was primarily sold through direct mail. He has been called the Five-Billion Dollar Man, and I’ve included several examples of successful techniques that he has used. I owe much to his support.

      I wish to fully express my gratitude to the exceptional team at AuthorHouse Publishing for their guidance, patience and support in this effort. Many thanks go to Sarah Smith who coordinated the submission and preparation of this manuscript. Thanks also to JR Turner of the Design Team whose assistance in the design, cover and layout of this book was priceless; and, to Justin Mount, Marketing Consultant, in the marketing of this book.

      Also special thanks to the staff at American Writers and Artists Incorporated for their encouragement in the undertaking of this effort.

      And finally, a respectful admiration and special thanks to my friend Mary Pauline Guttenberg, a talented school guidance counselor and teacher, whose nearly instantaneous proofreading turnaround allowed me to stay on my somewhat hectic schedule.

      All in all, I could not have accomplished this without their help.

      Chapter 1

      Introduction

      Welcome… and thank you for purchasing this book. It’s my pleasure to invite you to step across the threshold into a whole new universe: a place where a self-replenishing ‘fountain’ of prospects and satisfied consumers creates a never-ending stream of income for your business.

      This isn’t a dream world. It’s not a place called Hope where you wish for success, but don’t do anything to achieve it. No, this is the real world, where real effort (in smart business marketing) pays off in accelerated income and increased profits.

      So welcome…to a place I call the action-packed world of Acquiring New Customers. And while you may not realize it, you’re already a resident.

      When did that happen?

      It didn’t happen when you read the sales message for this book. Many people read the same message and understood the value of my offer, but they didn’t act. But you did. You placed your order. But you didn’t stop there.

      You became a real action hero the minute you started reading. And that’s why I want to congratulate you. Unlike 90% of people who try to grow a business, you clearly understand that

      Without action there can be no results!

      Chapter 2

      The Foundation of Success

      As you read alarming news reports about finances and economics, your knee-jerk reaction may be to slash your marketing budget. Don’t do it! This is not the time to pull back on your marketing efforts. Successful marketing provides the life’s blood of your business: Customers.

      Here is a quote from the most famous business consultant from our time and arguably in history.

      Because its purpose is to create a customer, a business has two and only two functions: marketing and innovation. Marketing and innovation produce results. All the rest are costs. — Peter Drucker

      Whether the economy is good or bad, whether you’re cash-rich or cash-poor, you should always be working actively to be the smartest and savviest marketer in your industry. Your most powerful ally in this campaign is cost-effective marketing that delivers a positive ROI (Return On Investment).

      I honestly believe that

      Marketing is what drives successful businesses, even more than a good product or service.

      Now according to the saying, If you build a better mousetrap, the world will beat a path to your door. Unfortunately, however, that just isn’t the case.

      If you go down to the patent office today you will see many different and highly superior designs for mousetraps, many dating back well over 100 years. Yet, the best-selling trap…the one that has been around for almost 200 years… is the simple-spring operated one that you and I picture when we think of a mousetrap.

      If all of the designs are better than the one that still sells the most, why don’t people buy them? Simple:

      People don’t buy what they don’t know about.

      Marketing raises the visibility of your product or service. It puts your sales message front and center for the consumer and creates demand.

      Let’s say that Mr. Smith is selling an amazing product his customers love, but he doesn’t advertise that fact and no one is talking about it. The only people who will buy Mr. Smith’s product are the folks who happen to walk by his store front. It’s a recipe for disaster with diminishing sales and a bankrupt business the likely outcome.

      Unlike Mr. Smith, Mrs. Jones is selling a good product. Not necessarily as good as Mr. Smith’s, but still a quality product. Her customers like the product and are talking about it in a positive way. Her business immediately benefits from word-of-mouth marketing, a free, passive marketing strategy that requires no effort or expense.

      Mrs. Jone’s customers tell their friends and family about her product and they in turn tell their friends and family.

      Because of marketing, Mrs. Jones’ sales will continue to grow exponentially despite the fact that it is not the best product.

      In this way, it’s easy to see that good marketing can overcome a multitude of business sins, from a bad store location to a product that is still being perfected. But make no mistake: marketing doesn’t excuse the sins…it just helps counter-balance them.

      If you’re selling a bad product at a bad price from a lousy location, no amount of marketing will turn that sow’s ear into a silk purse. Oh sure, you can use marketing to run a scam and make some quick, easy money. But if your goal is to grow and maintain a successful business, you can’t do that selling garbage.

      White-Hat Marketing

      I’d like to take a moment to talk about philosophy… mine… about marketing and sales. At its heart, I believe that commerce is a two-way street where each party has a need that the other can satisfy.

      I believe in offering a good product at a fair price. All the tips, tactics, and strategies in this guide are based on the premise that you’re an honest businessperson just like me. So if you’re looking for ways to trick consumers with selling scams, this is not the book for you.

      As someone with an honest product or service to sell, the first thing you need to ask yourself is

      Who am I writing to and what benefit/value do I have to offer that they can’t get anywhere else?

      Answering that question is what this book is all about.

      Please don’t forget that even if you have the best product or service in the world, without an effective marketing campaign, your business will be a complete waste of time, energy, and money. That’s the hard truth of it. Without effective marketing, no one will know about you and no one will buy from you.

      I don’t want that to happen….do you?

      Silver and Gold

      In this master-guide, you’ll find a truckload of ideas. Some are basic concepts that have driven marketing success for decades. Others are cutting-edge strategies that are evolving in response to the changing face of business in the twenty-first century. All of them can be put to use immediately in your marketing efforts.

      I’d like to tell you that this is the be-all and end-all guide to marketing, but that would be a lie. Are there more ideas? You bet. So many that they’d fill a library. In fact, I wanted to keep pouring my ideas out onto paper, but was afraid of drowning you.

      In the end, I decided that less is more. But don’t worry; this manual contains enough marketing ideas to keep you busy for a long time.

      Some of what you will find in How to Acquire New Customers in 30 Days you may have heard before, and with good reason. There’s a great deal of truth to the saying that, There’s nothing new under the sun. In some instances, you may even say to yourself, Well that’s simple or That’s just common sense.

      But do me a favor. When you recognize something that’s familiar and seems oh, so easy, ask yourself this: How come I’m not doing that in MY business?

      Because knowing what to do and actually doing it are two different things. I’ll provide the knowledge.

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