Blog For Marketing By Michael Senoff

Here is yet another great story from one of the HMA crew.

From: Tony Spurrier
Sent: Thursday, February 07, 2013 3:34 PM
To: Michael Senoff

Subject: Up and Running

Hi Michael

I’ll try and keep this as brief as possible.

When I first ordered the HMA course I said I would get my first client by the end of October but that was until I saw all the information you had on the website.

I then bypassed the trial because there was so much information I wanted to listen/read everything and digest as much information as possible.

During November, I decided that I should concentrate on restaurants as I had worked in the hotel industry for 20 years.

Of course this would mean starting during the busy run up to Christmas when restaurants were naturally full and business owners would be pre-occupied, so decided that I would start Jan/Feb depending on the weather (we got snowed in).

I targeted 5 restaurants that were advertising via an independent website which is a membership site that gives 50% off selected restaurants.

I narrowed these down from a larger selection of restaurants, as these hadn’t excluded Friday and Saturday nights from the offer so were obviously in need of extra business.

I sent them a very short 12 line letter offering them a free 30 minute marketing consultation.

This was really just a test run to see whether the letter was effective and being such a small selection could easily follow-up.

I received one call to make an appointment, I followed-up on the others, got 3 more appointments and I haven’t managed to catch the owner of the 5th.

Had the first appointment tonight.

To take the pressure off myself I told the owner that this wasn’t a sales presentation but a mini-marketing course designed specifically for his own restaurant and if there was something that I felt I could help with I would send him a proposal through the post.

Before even finishing the opportunity analysis he just said ‘how much?’, I think we were talking about joint ventures, so I said ” how much to discount?’, he said ‘no, how much for you?’.

I looked down at the analysis sheet making it look like I was calculating something.

I said £3k over 3 months, so £1k a month for the next 3 months.

He said ‘but what if it doesn’t work?’, I said ‘It will work and it’s guaranteed, if I don’t get the extra business to pay my fee I work with you until I do’.

Shook on it and done deal!

Michael you are a star!

I personally think the lifetime value of a customer once explained is the clincher.

We calculated the lifetime value together and once I explained that when he sees a new face enter his restaurant that isn’t £22 walking through the door it’s £1,188.

Also explaining that the customer service given should be representative off the lifetime value not just the nights value especially if it’s a discounted price, secures future business especially when you capture the contact details and can invite them back.

Anyway, thanks for the course, I think tonight just paid for it!!!

Thanks, Tony

PS. It really is a case of positioning yourself in a comfortable situation to use the information from the course and it all takes care of itself.

I approached the appointment like a trial run, my mind set was just practice the opportunity analysis.

It would always be a win-win situation, I get to practice in real time with a real business and the business owner gets a new take on his marketing.

If he didn’t want to take it further we have both benefited, and if he did we both benefited even further.

Much of this mind set really came from the negotiations interviews.

PPS. If you want a copy of Tony’s 12 line letter that got the ball rolling, get back to me and I’ll send it to you just as fast as a can.

I am beat and am going to bed early.

Have a great evening.

Michael Senoff

Michael Senoff is the CEO and publisher of http://www.hardtofindseminars.com The world’s leading free digital audio business library.

Michael is an experienced Internet marketer and talk show host and a popular professional interviewer. Michael has taught 100% on line around the country & around the world to more than 50,000 students.

His over-the-top on line audio interview web site http://www.hardtofindseminars.com is listed in the top 1% of most visited web sites in the world.

Michael has also worked as a coach and adviser to other famous marketing consultants.

Michael is a husband and father of two young boys in Southern California. He has a successful audio publishing business. Michael is originally from Atlanta Georgia and is now based in San Diego, California. Michael works with small to medium sized companies on four different continents.

He is the author of the book: “TALK YOURSELF RICH”: (86 of the most revealing, proprietary secrets on the subject of how to make more money with audio interviews and the soon to be released sequel:
AUDIO MARKETING SECRETS. How To Make Your Own Information Product Using Audio Interviews.  Michael may be contacted at Michael@Michelson.com  or at (858) 274-7851

Three

$297 Claude Hopkins Rare Ad Collection For $97

http://www.hardtofindseminars.com/CH.html

HERE’S WHAT YOU GET . . .

1. The Claude Hopkins Rare Ad Collection And Study Guide

Claude C. Hopkins (1866-1932) was one of the great advertising pioneers, he believed advertising existed only to sell something and should be measurable and justify the results that it produced.

He worked for various advertisers, including Bissell Carpet Sweeper Company, Swift & Company and Dr. Shoop’s patent medicine company. At the age of 41, he was hired by Albert Lasker owner of Lord & Thomas advertising in 1907 at a salary of $185,000 a year, Hopkins insisted copywriters researched their client products and produce reason-why copy. He believed that a good product was often its own best salesperson and as such he was a great believer in sampling.

To track the results of his advertising he used key coded coupons and then tested headlines, offers and propositions against one another. He used the analysis of these measurements to continually improve his ad results, driving responses and the cost effectiveness of his clients advertising spend.

His classic book, “Scientific Advertising,” was published in 1923, following his retirement from Lord & Thomas, where he finished his career as president and chairman. He died in 1932.

Now available over sixty of the Claude Hopkin’s original ads that I have compiled based on his classic books, “My Life in Advertising” and “Scientific Advertising.”

This ad collection includes many of the actual ads Claude Hopkins wrote:
http://www.hardtofindseminars.com/CH.html
2. BONUS #1 Put away your glasses ad images.

You’ll get all the images of the ads in a separate folder to study up-close. Pick apart every word. Scrutinize the adjectives used. Emulate the offer in each ad. Read every word! Immediately apply what you find and use it in your own offers.

http://www.hardtofindseminars.com/CH.html
3. BONUS #2 Typed and formatted transcripts of all 60 Hopkins ads.

You get the transcripts of each ad in this collection. Once you read the words of Claude Hopkins, you’ll want to use them for your benefit. Typing and transcribing these ads are time consuming and a hassle. We’ve spent several hundred dollars to transcribe each ad in its entirety so you can use them as you wish. Find a section you like in an ad, highlight it, copy, paste and modify the words to fit your product or service. Claude’s words live! They are as applicable today as they were when he wrote them … even more so since he has a fresh, direct, no-nonsense approach that grips you. Put Claude on your staff and bring life profits back into your losing promotions.

http://www.hardtofindseminars.com/CH.html

4. BONUS #3 The 1903 dead-man’s manuscript.

Here’s the story about a rare advertising manuscript. Wait till you get your greedy little hands on this. It’s a rare manuscript by Claude Hopkins’ arch enemy and number one rival, J. Walter Thompson. In this 1903 rare 57-page advertising manuscript , you’ll learn J. Walter Thompson’s teachings on the cardinal principles of advertising, marketing and salesmanship. Every lesson and word are still applicable today.

http://www.hardtofindseminars.com/CH.html

You’ll learn how The Lord & Thomas advertising agency and the J. Walter Thompson agency were extreme rivals during Claude Hopkins’ day. You’ll compare what Claude Hopkins’ teaches and what J. Walter Thompson was doing during this bitter rivalry. You’ll have the inside tactics on how both competitors approached challenges of marketing and advertising goods and services in the early 1900s. There’s nowhere else you’ll be able to find this gem. In my opinion, the skill with which these two leading agencies were doing advertising a century ago is better than any time in history. Once you dive into the secrets in this manuscript, you’ll know why. (a $59 value)

http://www.hardtofindseminars.com/CH.html

5. BONUS #4 647 secret ad swipe file.

You’ll also receive access my new and exclusive web site on hard to find ads containing the most effective classic ads from the largest circulated publications during the1950-1960 era (most are over 50 years old). These are the ads used by The Wall Street Journal, Metropolitan Life Insurance Company, General Electric, Ivory Soap, Kellogg’s Rice Krispies, American Express Travelers Cheques, New York Stock Exchange, Quaker Oats, Goodyear Tire & Rubber Company, Motorola, The Sugar Information Inc., Green Giant Company, Postum by General Foods Corp., Reynolds Wrap, Beltone Hearing Aid Company, Listerine mouthwash, and many other companies … BEFORE they fell into the trap of “Image Advertising.”

Every ad was selected for this collection only if it satisfied all 5 of the following criteria: it had a powerful headline, compelling copy, was written in editorial style, featured a classic product still around today and was a pure example of “salesmanship in print.” (a $297 value)

I created this additional web site for my personal use to study great marketing ads, and to access a huge bank of killer ads and headline ideas. Now this extra collection of classic ads can be your own personal digital swipe file that you get for FREE when you order this course.

I may stop this bonus altogether at any time because — in all honestly –  A single ad can not only save you hundred if not thousands of dollars in copywriting fees, but when you use it as a model for your own ads it can send your sales conversions through the roof.

http://www.hardtofindseminars.com/CH.html

6. BONUS #5   101 Vintage Radio Ads

Claude Hopkins worked for Albert Lasker, owner of the Lord and Thomas advertising agency, which pioneered radio advertising and created some of the first instances of “salesmanship on the air.” Lord and Thomas placed nearly half of all national radio advertising on NBC in 1927-28 and in the first four years of radio network operation purchased an astounding 30 percent of all national network time. It created shows for RCA, Cities Services, Pepsodent, Palmolive and yet other accounts Hopkins worked on. Albert Lasker experimented with many radio approaches (he introduced Bob Hope and Amos ‘n’ Andy to the airwaves, was the first to introduce a daily radio contest, and promoted Bing Crosby, Frank Sinatra and others) but initially insisted on using the same “Reason Why” tone and spirit that permeated Hopkins’ copy.

When you invest in the Claude Hopkins Rare Ad Collection and Marketing Study Guide, you not only will be able to see the long lost Claude Hopkins print ads, but will be able to hear over 101 extremely rare audio recordings of these early forays into radio advertising that sometimes used the Claude Hopkins copy! (a $119 value)

http://www.hardtofindseminars.com/CH.html

7. BONUS #6 The greatest speech on copywriting ever.

One of the best known direct mail advertising practitioners of all times is Eugene Schwartz, who wrote the hard to find classic “Breakthrough Advertising.” Search the web and you can find a reprint of this classic for $95. As part of your bonuses, we’ve found a very rare speech by Eugene Schwartz on his years of experience in advertising and copywriting. He will teach you all the lessons he has learned about what you need to do to write heart-stopping copy. Here’s the kicker. We’ve even hired a studio actor to make an audio recording of this speech. When you order the Claude Hopkins material, you’ll also be able to sit back and listen to these lessons just as if Eugene was talking to you alone. To know more about this fascinating bonus, click here (How can I put a value on a lifetime of winning copywriting advice?)

This is a 3-part audio (Part One is 35-minutes, Part Two is 34-minutes, and Part Three is 21-minutes), Full word for word typed transcripts 87 pgs.)

http://www.hardtofindseminars.com/CH.html

HERE’S WHAT THE CLAUDE HOPKINS RARE AD COLLECTION WILL DO FOR YOU . . .

Study and modify Claude Hopkins’ print ads, learn from the other copywriting masters and you’ll gain an understanding about the one of the most powerful money making secret known to man.

This is the same exact Claude Hopkins Rare Ad Collection that I sell on my site for $97.00. And now you can get it for only $97.00 without any ongoing payments.
HERE’S HOW TO ORDER . . .

Go to

http://www.hardtofindseminars.com/CH.html
The second I get your Claude Hopkins Rare Ad Collection order I’ll e-mail you your download link where you can download and play everything.  Note that after you make your Paypal payment, Paypal will have a yellow button that says “Go Back To JS&M Sales & Marketing. Click on that yellow button and that will take you to the downloads.

One more thing. If you are on your cell phone or away from internet access and can’t use Paypal now, you can send me your Paypal e-mail address and a short note that you want the The Claude Hopkins Rare Ad Collection for $97.

I’ll then send you an e-mail back with a Paypal invoice and when you get back in front of your computer, you can pay.

But you must do it now because this offer and page may not be here after tonight. Just  e-mail michael@michaelsenoff.com to let me know your Paypal e-mail and I’ll send you the invoice.

If you don’t have a credit card, you CAN send a money order or check to:

Attn: Michael Senoff
JS&M Sales & Marketing Inc.
4809 Clairemont Square
San Diego, CA 92117

Just make sure you write your e-mail on the check and I’ll send you the link once I get it. E-mail me too so I know to look out for it.

If you have any questions at all, feel free to call me at 858-274-7851.

About the Author

Michael Senoff is the CEO and publisher of
http://www.hardtofindseminars.com

The world’s leading free digital audio business library.
Michael is an experienced Internet marketer and talk show host and
a popular professional interviewer. Michael has taught 100% on line
around the country & around the world to more than 50,000 students.

His over-the-top on line audio interview web site
http://www.hardtofindseminars.com is listed in the top 1% of most
visited web sites in the world.

Michael has also worked as a coach and adviser to other famous
marketing consultants.

Michael is a husband and father of two young boys in Southern
California. He has a successful audio publishing business. Michael
is originally from Atlanta Georgia and is now based in San Diego,
California. Michael works with small to medium sized companies on
four different continents.

He is the author of the book: “TALK YOURSELF RICH”: (86 of the most
revealing, proprietary secrets on the subject of how to make more
money with audio interviews and the soon to be released sequel:
AUDIO MARKETING SECRETS. How To Make Your Own Information Product
Using Audio Interviews.  Michael may be contacted at
Michael@michaelsenoff.com or at (858) 274-7851
Go to
http://www.hardtofindseminars.com/New_Interview.htm