Darin Spindler’s Small Business Straight Talk Episode #2
In This Edition Of Darin Spindler’s Small Business Straight Talk:
Segment 1: Creating a Shock N Awe Box To Catch The Attention Of One Of America’s Billionaires Warren Buffet.
Segment 2: A Great Time Management Tool That Allows You Get More Done Without Interruption
Segment 3: A Book Review Of Bill Glazer’s Best Seller Outrageous Advertising That’s Outrageously Successful
Get Your FREE Copy Of Bill’s Book Now
Please leave your comments about the video below or leave questions that you’d like answered in upcoming episodes.
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1st Edition Of Darin Spindler’s Small Business Straight Talk…
I’m excited to introduce my brand new marketing and customer service coaching program for small business owners and entrepreneurs. This will be different than many coaching programs where it’s just one person coaching. I’m going to bring you live examples of working programs in different niches and demonstrate how they can be transferred from niche to niche.
I’ll also be interviewing successful entrepreneurs and business owners each month and members will receive an invitation to the live call where they are able to ask questions. I’ll also share with you great examples of business owners and companies spending marketing and advertising money foolishly…getting customers and then providing poor service (just like in the video above)
It’s going to be fun and should be very educational. It’s just $49.00 per month. No contract and you can cancel at any time…but I doubt you’ll want to! To become a member just click on the link below.
Please leave your comments about the video below. What do you think about the Hilton Experience? What would you have done differently in your business to save this guest? Am I off base here?
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Hilton Hotels Upset Loyal Customers…Who’s To Blame For The Current Downturn In Business Travel? (Part 1)
Here’s why small business owners of Hotels, Resorts and Bed And Breakfasts can out maneuver and crush big chains or franchise hotels…and why any local business can beat the “big guys” with service and personalization.
I am a Hilton Honors VIP Member, spending many nights in their hotels, multiple meetings and seminars held in their conference rooms. Last year my personal spending and seminar attendee spending probably worth $250,000.00 or more at Hilton Hotels. Not their best customer probably but a damn solid and loyal one.
We just completed a 5 day stay at the Hilton San Diego Beach Resort where we celebrated my birthday. It was a very interesting stay to say the least.
After checking in we were told that the room was just getting finished with bedding and needed a final room check. We left our baggage with the bell hop and he was to deliver the luggage to our room while we went to eat lunch. We walked to the dining area and ate lunch on the patio and killed about and hour. After lunch made our way to our room. Upon opening the door we discovered no luggage yet. So the circus began. I made the first call to the hotel operator which I was promptly added to the telephone tree and sent to the bell hop’s voice mail. Made a second call and after about 10 minutes on hold finally was connected to the bell man. The bellman was unaware of our luggage that was left in the lobby on a cart. After a few minute conversation to explain what our bags looked like he was able to track them down. We waited and waited and waited for the luggage and finally about 20 minutes later it was finally delivered to our room.
I’m certain he’s probably complaining that his tips are down as a result of the economy…but maybe it’s because of the terrible service? I’m a bit of a perfectionist so this type of service drives me nuts yet I still tipped the guy. My error!
The next snafu was repeated night after night after night.
To Be Continued….
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Using Deadlines To Improve The Results Of Your Small Business Advertising & Marketing
Are You Advertising Your Small Business But Not Getting Prospects To Become Customers?
So many big companies believe in “Image” or “Brand” building yet complain they aren’t getting the response they would like. Unfortunately for us (the small business owner) we don’t have the financial resources to make the mistakes that these “Big – Dumb Companies” make. We need to make sure that every dollar we spend on advertising or marketing can be tracked and converted to sales, not brand building or image awareness.
One of the easiest ways to convert prospects to customers is by just adding a deadline to your existing marketing and advertising.
This is a big deal, because all of us will go out and spend a bunch of money trying to get some prospects. But really, that marketing money doesn’t mean anything until we convert prospects into a customer.
You have to present an offer to your prospects or customers and then give them a deadline to take action. A deadline that’s measurable. You can then measure responses based on that ad or offer.
You’re also able to see the number of people that come in during that specific time, and those are kind of the same thing. But if you give the people a deadline, it gives them a call to action to stand up and actually do something about the ad that they just saw.
Everything needs to have an offer on it. As an example, in our business, one of the things that we do a lot of is seminars. We create an opportunity for business owners to come to a seminar, so we need to have some sort of an offer.
Let’s just say the offer will be $297 to come to one of our events.
If you sign up early, you’re going to get a hundred dollar early bird bonus, so you’re going to get a hundred dollar discount.
Typically we’ll also have a sponsor and then have another hundred dollar discount from the sponsor. We’ll then say that you need to be one of the first 25 people or one of the first people to respond before, let’s say, April 30 to receive those two discounts. And on May 1 those discounts go away.
We use either a quantity so it could be there’s only 25 of these available or we would put a deadline of time on it. Something like this discount will go away at midnight tomorrow night or we’ll put a date deadline it on April 30th these discounts expire.
It’s important because we need to have the offer. The offer is come to this great seminar, and here are all the benefits, and here are all the things that you’re going to find about it, and we have a big long story.
Then we talk about the investment to come, which is $297, and we talk about the deadline and the bonuses that go away at that deadline.
Typically, when we’re doing a seminar like this, we’ve probably got anywhere between seven to fourteen or eighteen different steps or pieces, so we’ve sent out Faxes, emails, tele-marketing, etc. But we’ve got all these pieces going out and invariably, most of our sales come the day of the deadline.
So if it was April 30, I can expect that on April 30, I’m going to have a tidal wave of action coming through my FAX machine or onto one of our Web pages, where they can register for this seminar. We’re all procrastinators.
When you simply add a deadline to your existing marketing you’re certain to improve results. When your prospects see the deadlines and the date, time or quantity allowed are approaching the prospect has to take action. Add a deadline to your offers and watch your response rates improve without spending any more of your hard earned money.
Visit http://www.NewLocalCustomersNow.com To Learn About Our Risk Free Way To Generate New Customers For Your Local Business. We back our system up with a FULL 1 Year 100% Money Back Guarantee! Plus As A Bonus You Can Get Our “Why 98% Of Money Spent On Advertising In Your Local Business Is A Complete Waste Of Time & Money” $197.00 Value.
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Big Mistakes Advertising Your Small Business And Why Your Results Suck
Small Business owners are often frustrated with the results of their advertising and marketing. We often find that they are making a number of big mistakes and one of them is the failure to use emotional benefits rather than features of their product or service.
There’s really two reasons people don’t respond to an ad. Number one, people respond because they want to solve a problem. So they’ve got a problem that they need to get solved or they want to create some level of happiness and to everybody that’s a little bit different.
What happens is, most business owners will talk about things that don’t solve a problem. They’re going to be talking about features rather than benefits.
As a quick example, let’s talk about a lawn care company. The lawn care company, in most cases, is going to have a piece of direct mail that has their company logo at the top, right? They’re going to say XYZ Lawn Care and it’s going to say, “We’ve been in business for 57 years and grandpa had the first push fertilizer sprayer in the country.” Then they’re going to talk about their location and that they’ve got 100 employees, or whatever. They’re also going to mention that they are a part of the National Lawn Care Association. It might mention that they’ve got a phone number there. That’s basically what you’ll see from most business owners.
Now, smart business owners are going to talk about what we call the benefits. So they’re going to sell the benefit of the beautiful lawn. You’re going to have a lawn that’s so lush and green that you’ll be able to walk out in the backyard without your sandals on and you’ll feel the lush green grass against your toes all summer long when you’re doing business with them.
They’ll also talk about how jealous your neighbors will be when look out in the backyard and their brown, dried-up yard is so crusty that nobody can play in their yard because it breaks all the grass and walking on it is just like stepping on broken glass. But your customers enjoy that their kids can play in the yard rolling around with the dog having a lot of fun all on a beautiful, soft, green yard.
These are benefits of using a lawn care service.
Now there are other benefits that are very obvious if the lawn care company’s real good, and they target market well they can develop a message that tells the small business owners and entrepreneurs that they are busy … and our lawn care service is a fantastic way to save time so you can grow your business.
You know that you want a great looking lawn, but you just don’t have time. Well, when you hire us, we come out once a month, and we fertilize it and spray it and make sure there’s no weeds growing. You’re going to have this great looking lawn, but it won’t take you any time at all, and in fact, you can go out and enjoy the things that you do like golfing or spending time with your family or on your boat or whatever, but you’ll still have a beautiful lawn.
Most small businesses will send out the postcard that says, XYZ Company. Twelve years in business. Great lawn spreaders. We’ll be there to do your yard once a month. It’s completely wrong. They need to be talking about all of the benefits of really doing business with them.
If you can tell stories, and you can show the benefits of your product versus just the features of it, you’re able to sell at prices that are much higher because you can tell the story of why you deserve that price.
Visit http://www.NewLocalCustomersNow.com To Learn About Our Risk Free Way To Generate New Customers For Your Local Business. We back our system up with a FULL 1 Year 100% Money Back Guarantee!
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Single biggest mistake that local business owners are making while advertising their local business…
Be careful with her...she'll get your money, but no customers
Are You Purchasing Media Before Defining Your Target & Creating A Message…
Before you purchase media whether it’s newspaper, radio or TV you need to define who your target market is and how you’re going to go about attacking that market. Before you go out and spend big money, write that check you’ve been wooed by an advertising rep you’ve got to really think about who you’re going after before you place that ad.
There’s what we call The 3 M’s in Marketing. It’s your Market, your Message and then the Media. You always, always, always pick out your market first and you clearly describe that target.
As a quick and easy example, just think if you’re a restaurant. In the restaurant business, there’s probably three segments of business. There’s breakfast, there’s lunch and then there’s dinner. And each one of these markets are quite a bit different, so if you are developing a breakfast campaign, are you speaking to young families, double income parents that are both working and very busy, business folks looking to have a breakfast meeting, etc.
Or are you crafting that message so that you’ve got retired folks in your ads and you’re talking about how much fun it is to have breakfast each and every morning with a group of friends at your local diner?
Most people go out and make the mistake that, you know, they have the sexy cable girl walk through the front door while you’re trying to do five other tasks. And she says, “Hey, we’ve got this great special over here at the cable company and we can get you on TV for just three bucks a spot.”
And before you know it, she’s got $3,000 of your money and you have no idea if you want to market breakfast, lunch or dinner and she walks out the door with your check.
You get home at night and you say to your wife, “We’re going to be on TV.”
And she says, “Well, that’s great. What are we going to talk about?”
You need to clearly define who you want to attract before the sexy cable girl walks through the door what you want to sell and what problem you’re trying to fix inside your business first. And then you develop a message all around that decision. And then you go out and you decide, Okay, now should I put this on TV? Should I put this in the newspaper? Should I be using inserts? Should I be using direct mail? Should I be using email? Or should I be using all these things?
Most people make the huge mistake of spending $3,000 with the cable girl and then they try and determine what they’re going to sell. It’s a completely backwards way to make that decision, and it’s really why so many businesses get themselves into trouble.
It’s very important to know who you’re going after first before you can start any campaign, whether it’s young people, families, old people, upper income, lower income. You’ve got to know who you’re talking to first before you spend any money to try to talk to them. You can’t go the other way around.
The more clearly you can define it, the better. I mean, even if you’re going to have a breakfast, just think. If you could narrow it down to the retired citizens that are former Lions Club members and have a specific breakfast just for those folks on a Monday morning, see, then you’ve got a clear target.
You can go out and buy a list. You can do some joint venturing. You can find these people much easier and it costs you a heck of a lot less money than it would if you just say, hey, I’ve got a problem with breakfast. Let’s do a TV ad that says come in for free breakfast or a two dollar breakfast.
You’re now targeting those most likely to respond to the very specific offer, rather than doing a wide approach where only a couple of people want to hear from you but you’re trying to talk to everybody.
What the cable girl will tell you is, “Look, You’re going to get 300,000 impressions,” but to be honest, out of that 300,000 only 1,000 people really want to hear your message. If you can target down to the 1,000 that really want to hear your message, you’re able to spend a lot more money on that 1,000, and you’re a lot more likely to convert them into customers.
Never, Never again purchase media when advertising your business before you clearly define who you are trying to attract and what the message to that target will be.
Visit http://www.NewLocalCustomersNow.com To Learn About Our Risk Free Way To Generate New Customers For Your Local Business. We back our system up with a FULL 1 Year 100% Money Back Guarantee!
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Olivia Davis Foundation Fundraiser A Huge Success!
I just wanted to take a quick minute and thank all of the attendees of the 2010 Glazer Kennedy Super Conference for your generous donations to the Olivia Davis Foundation. We will be sure to keep in touch so that you can see the families that your contribution will be helping out. For my friends, clients and Glazer Kennedy members that weren’t able to attend I wanted to share the video that we played to day for attendees.
I’d Like To Help A Family In Need
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Olivia Davis Fundraiser At The Glazer Kennedy SuperConference
The Olivia Davis Foundation has been chosen as the charity of choice for the 2010 Glazer Kennedy Marketing & Money Making Super Conference in Dallas, Texas April 29 – May 2, 2010. The GKIC Super Conference is a gathering of the top entrepreneurs in the world.
Darin Spindler, the founder of The Olivia Davis Foundation is a Glazer Kennedy member and will be attending the event along with Andy O’ Mara. Attendees of the event will be able to make a contribution to our foundation and in return will receive a great gift from Glazer Kennedy.
We’d like to thank all attendees in advance for their generous contributions and we’d also like to give a special thanks to Bill & Karen Glazer and Dan & Carla Kennedy for choosing The Olivia Davis Foundation as the charity for this event.
The Olivia Davis Foundation will be making a special donation that day to the family of GKIC Member Eric Paul who lost his battle with cancer on December 30, 2010. Eric leaves behind four great children and we’re happy to be able to provide a little bit of help for future medical and education expenses.
We’ve created a very special video that will be presented at the Super Conference but we can’t publish it until after the event.
If you are unable to attend this event but would like to help out please click on the link below. We’ll be sure to post picture after the event.
To make a contribution now click HERE
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Why Did Starbucks Piss Off Perkins…
I hate it when I receive lousy customer service. What’s even worse is a dumb company policy combined with poor service. Recently I was going to take my daughter to breakfast at Perkins before I left for my trip to Mexico. Before we went to Perkins I made my daily run to Starbucks…watch the video to see what happens upon entering Perkins….Don’t forget to leave your comments below.
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Should Delta Airlines Go Out Of Business?
I recorded this a few days ago after another great experience on my favorite airline Delta. I was upgraded to first class on a flight to Mexico because of my frequent flier status.
At the Detroit Airport I had asked for an upgrade if it was available for my girlfriend…and clearly told the crabby lady from Delta that I would pay the typical $85 upgrade fee…In the video you'll hear what happens next.
If you'd like leave a comment too.
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