Welcome to the first issue of this little e-newsletter! I am very disappointed with the way I see a lot of people on the net marketing their services. It doesn't work, and worse, IT PISSES PEOPLE OFF!!
So I thought I'd start my own newsletter where we, as a team of small and large entrepreneu s could bounce ideas off each other, before we put our foots in our mouths on the net. Before I start the "meat" of this first issue, let me introduce myself.
My name is Chris Donnell, 24 years young, and graduated from the Ohio State University 3 years ago with a degree in Finance and a lot of marketing classes. And like a lot of graduates, now that I had my degree I had no idea what I wanted to do with the rest of my life. And what do college grads with no idea what they want to do usually end up in, SALES! Yes, I took a job as a "financial planner" or as most people refer to them as "insurance agent!" I was given an office, a phone, and a phone book, and told to "Market" myself by calling people I don't even know and somehow convince them that I was their salvation. I was very gung ho at first, calling 3 or 4 hours each and every day. Some days I was lucky to get 1 Appointment! Just One! Of course, it didn't take me long before I got tired of that shit and started looking for "Easy" ways to market myself. I bought a seminar selling system and was going to do seminars like the "BIG DOGS!" I spent $5,000 on that system, I was a big saver in college, and had my first seminar. Fifty six people said they were going to show up and only 7 did. But I didn't let that change my attitude and gave the seminar anyway. Two people in the middle of the seminar got up and left, leaving me with 5 people left. Of those 5 people, 1 wanted to meet with me to discuss their finances and eventually became a client but I still lost money on the whole deal.
My next step was to hire a telemarketer to set appointments for me. That worked very well in the begining, but the results slowly declined as she set worse and worse appointments, secretly offering people FREE "road atlases" if they would meet with me. Believe it or not, that went on for months before someone actually asked me where their road atlas was!!! Yes I FIRED her, but I lost thousands of dollars in fees and commission, and NEVER KNEW WHY people didn't want to do business with me.
I struggled my first and even my second year, although I doubled my income the second year from the first. One day, I found a marketing and advertising kit that was designed for financial planning. A complete, turnkey system for getting interested people to CALL ME! Of course I bought it, what's $500 for a system that I thought would make me a few hundred thousand. And then, after reading this system did I finally understand the secret to success in business. It wasn't directly said in print, but was the obvious reason why this system worked. I changed my entire operating system. People don't do business with us for OUR REASONS, they do them for their OWN REASONS! You can not sell someone what you THINK they will buy. You need to completely understand them, and what THEY WANT!
For example, which of the following advertisements would you be more likely to call?
1) CD or IRA expiring, We can get you 8%, tax deferred, Call xxx-xxxx, ask for Chris.
OR
2)HOW TO BEAT THE NEW TAX LAW! THE SHOCKING TRUTH OF THE CLINTON'S ATTACK ON YOUR WALLET EXPOSED! CALL 1-800-XXX-XXXX FOR A FREE REPORT "HOW TO BEAT THE NEW TAX LAW - THE SHOCKING TRUTH REVEALED!"
RETIREES FRUSTRATED AND ANGRY, SAY THEY ARE VICTIMS OF BANK'S GREED! CALL 1- 800-XXX-XXXX FOR A FREE REPORT "INVESTMENT SECRETS YOUR BANKER DOESN'T WANT YOU TO KNOW!"
You get the idea. When I ran the "professional" ads on the top I never had anyone call. But the ones on the bottom consistently produced 30 to 50 INTERESTED people every week. The bottom ads also had emotional copy underneath the headline, but they stimulated CURIOSITY and got people to ACT. It doesn't matter how good your product or service is, if people don't get off their lazy buts and call you or order you won't make any MONEY.
So that is where I am right now in my life. I earn anywhere from $3,000 to $8,000 a month using emotional advertising, working long hours, and want to go to the next level of income and personal satisfaction. I really enjoy helping people and am very good at what I do.
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