1. Price: 19.97 Each Issue Volume 3 ISSUE 2 Use W.A.Y.M.I.S.H. And Watch Your Sales Soar Easy-to-apply W.A.Y.M.I.S.H. strategies that you must use right now to get more sales from new and existing customers Inside This Issue We often say, the definition of insanity is doing the same things and expecting a Pages 1 - 4: different result. Use W.A.Y.M.I.S.H. And Watch Your Sales Soar Hopefully by acting on each issue of Results 4 Business youre Page 5 - 8: changing the way you grow your business. Change This One Thing And That means you dont subscribe to this Multiply Your Sales & Profit notion and by making changes (not for the sake of it) you should be experiencing Page 9: new and improved results every day. Good Advice (Contd) Each issue contains more than 6-8 proven Page 9: strategies and tactics for you to apply. System 4Results Group Plus, you can swipe the Media Piece Growth Workshops Analysis for your own business. But of course you have to take action. Page 10 - 11: Business Growth Is Scientific How can you make it easier for people So to kick us off this month lets look at Not Creative - Real Life Case to buy from you? This is one area the an area of your business that we guarantee BIG boys have concentrated hard on rarely gets scrutinised by you - but IS Study in recent months - and you can quickly ALWAYS CLOSELY SCRUTINISED follow their example. The likes of DFS, BY YOUR CUSTOMERS. Lets focus Page 12: Leicester Tigers Rugby Club, DELL and No-Nonsense Resources For on your buying process. In other words other large organisations are Your Business prospering - you can too! >>> 1

2. Use W.A.Y.M.I.S.H. And Watch Your Sales SoarHow can you make it EASY forcustomers to buy from you?In their excellent book, WAYMISH:Why Are You Making It So Hard For MeTo Give You My Money? authors RayConsidine and Ted Cohn identify severalareas where businesses actually make itmore difficult than easy to deal withthem. And like virtually everything elsewe recommend its very easy to put thisright.Now before we look more closely at this,we strongly advise you to walk throughyour own buying process. Doing this willimmediately identify sticking points inyour sales process that youve so farprobably taken for granted. Making it easy to buy includes effectively managing your queues. If youre not in retail there are many areas of your business that this still applies to such as phone queues, waiting areas, delivery schedules, etc, etc, etc!So here are the four main elements ofWAYMISH that you need to focus on tomake doing business with you as easy as Parking spaces available times to suit customers rather thanpossible for your customers staff is what you must strive to Engaged tones when ringing into achieve. the officeWAYMISH #1: MakingCustomers Wait Days Of Business: How many days All these things irritate people, so getting a week is your business open? EvenHaving to wait for service is one of the them right will give you a significant open on Sunday if you have to.biggest complaints in any business. It edge over your competition. A good Again, the business needs to be opensends a message to customers that their example of this is Tesco, who put on on days your customers are mosttime doesnt count... and neither do they. extra cashiers if more than two people are likely to visit. We have a superb fish waiting in a queue! and chip shop in our village. ItsDont just think in terms of making closed on a Monday evening, but itspeople wait for meetings and WAYMISH #2: Accessibility amazing how often we want fish andappointments this covers a multitude of chips on a Monday evening. I How accessible is the business? Thatareas wonder if they have ever asked their doesnt necessarily mean your location. customers what days theyd prefer it Here are the things you need to Answering the phone to be open? By the same token consider theres no point in opening on days Answering the office door that customers dont buy. Opening times: It still amazes us that People in waiting areas many firms of solicitors close for Delivery of product lunch here in the UK stupid. Make 24/7: Having a website makes the it easy for your customers. Ask them business open 24/7. Meetings/appointments/estimates/ consultations, etc. when they would prefer the business to open. Change opening and closing Management of queues times. Having opening and closing >>> 2

3. Use W.A.Y.M.I.S.H. And Watch Your Sales Soar Easy Access To Products/ Services: The good retail stores understand this completely. They know that product placement can make huge differences to the sales of certain items. For example, manufacturers will pay Tesco handsomely for their products to be placed at waist/eye level on certain aisles because they know product placement can mean the difference between making some sales and making large volumes of sales.WAYMISH #3: Payment OptionsHave as many payment options aspossible available to customers. Youreally are restricting sales if the businessonly offers one or two payment options.I remember just a few months ago havingto get a bunch of flowers for my wife 1and, having left it late, I had to rush into 2the next town to buy a bouquet. I entereda well-established flower shop (that hadbeen there at least 15 years), chose the 3 4perfect bouquet, and then got my creditcard out. To my amazement, the shoponly accepted cash! I didnt have a singlepenny on me a sale was lost (and I wentaway extremely frustrated yes, I shouldhave been better prepared, but thats notthe point!).When I asked the lady serving me (theowner) why they didnt accept credit There are several things you can take notice of in this e-mail from Leicester Tigerscards, her reply was, Its never been aproblem. I wonder how many customers 1. No price increase for next seasonshes lost due to this naivety? 2. New membership packages for target markets (Young Adult and Full-Time Students)Allow customers to pay by cash, cheque, 3. Offers for bulk buying (one, two or three season packages)credit cards, bank transfer, online 4. Easy-payment schemepayments, etc. Then also look closely atstructuring payments so customers can All these elements have contributed to membership sales topping 10,000 already.spread their payments. In the current >>> 3

4. Use W.A.Y.M.I.S.H. And Watch Your Sales Soareconomic climate if you can re-structurepayment terms so customers pay ininstalments, this can have an immediateeffect on your business and of courseyour cash-flow. Take a look at an e-mail from Leicester Tigers on the previous page. If youre not into your rugby, Leicester Tigers are one of the largest rugby clubs in the world. They have a loyal membership, but look at the steps theyve had to take to make it easy for members to pay for their season tickets. As a result their sales went over 10,000 - a record for an English club.In the retail world look at what DFS, forexample, have been doing for a numberof years. They make it so easy forcustomers to buy from themit almostforces people to their storesnot eventaking time to consider the competition. You can adapt and apply what the big boys are doing to make buying from you easier. Dont thinkthis wont work in my businessthinkhow can I adapt and apply this to my business!Look at the example oppositePay NoDeposit, Not A Single Penny For TheFirst Year, 0% APR, 4 Years Interest membership fee that entitles them to dine the supplier. Its like theyve hidden theirFree Credit. Theyve made their twice a month. And so on. We urge you phone number and they dont want you topayment terms the uniqueness of their to look carefully at how you can contact them.business and it doubles up as their incorporate this into your business. Theirresistible offer! easier you make it for your customers to This is a prime example of losing huge buy from you the more sales youll volumes of sales by not making it easyNow were not saying you have to go to generate! for people to get in contact with thethese lengths and for most small business. Parade the phone number, faxbusinesses this would be difficultthe WAYMISH #4: Making It Difficult number and e-mail address on all Mediapoint is thiswhat can you do to make it Pieces. Dont make it hard. Make it To Contact The Businesseasier? unbelievably easy for people to reach the business.Remember, it doesnt matter what Since the advent of the internet, this hasbusiness youre inyou can use these risen to almost epidemic proportions. Now its your turn. Look at your businesstactics. An accountant, for example, How often do you find a product or and apply W.A.Y.M.I.S.H. to it. Do thatcould spread the payments of accounts service online and, before buying, you and youll increase your salesand compliance work over 12 months. A want to ask a few questions? Then, to significantly (without spending a penny)!restaurant can create a Members Club your frustration and later disgust, youwhereby customers pay a monthly cant find any way to get in contact with 4

5. Change This One Thing And Multiply Your Sales & ProfitsEvery Marketing Piece You Use To Generate Enquiries Or Sales MUST Have A Powerful Headline - The Difference Can Often Be Well Over 700%Since daily and weekend newspapers To emphasise the importance of With the exception of the last headline,began editors have always known that headlines, here are a couple of quotes the headline for each ad is the name ofits the headline that sells. They employ from two of the most highly respected the business thats advertising.some of the greatest copywriters in the copywriters of all timeworld to come up with sensational Because so many people are doing itheadlines. Its the difference between "If you can come up with a good wrong, if all you do is lead with a stronghuge or average sales. Massive or headline, you are almost sure to headline in all your Media Pieces, youllinsignificant readership. Success or have a good ad. But even the improve the response and success manyfailure. greatest writer cant save an ad times over. It really is that simple AND with a poor headline." that significant!They know that five times as many John Caplespeople read the headline as read the body How To Make Your Advertising Effective Headlines Fulfil Thesecopy (the text/story)so get the headline Make Money Four Key Objectivesright and success is virtually guaranteed. "On average five times as many Before we look at how you can createAND ITS THE SAME FOR YOUR people read the headline as read sales-generating headlines, you need toOWN MEDIA PIECES (such as your the body copy." understand what the key objectives of aadverts, letters and websites). David Ogilvy headline are. In fact there are 4 Confessions Of AnFor over 100 years, billions have been Advertising Manmade by savvy marketers creating To get attentionirresistible headlines that ethically force What does this mean? Basically, if you To select an audiencethe reader into the copy. It is beyond get your headline right you almost To deliver a completedoubt that the right headline is the key to guarantee your success. Get yourincreased sales and profits for your headline wrong - and your results will messagebusiness. If all you do over the next week suffer! Heres a simple example to show To draw the reader intoor so is take every one of your Media how few people understand the basic the body copy (or keepPieces and replace the headline (the name principle of using headlines them listening to you,of your company is NOT a headline) with etc.)powerful replacements (based on the Ive just picked up a copy of the localrules outlined in this article) youll see an Yellow Pages directory. Im looking ininstant and significant improvement in the Accountancy category. These are the If your headline fulfils these 4 keyyour enquiries and sales. headlines of the ads on one page: objectives, then I can guarantee you one thinga significant improvement inThe headline is the one thing that grabs - Peirson E.T. & Sons your results. The good news is thatthe prospects attention. If prospects or - Powdrill & Smith creating winning headlines can becustomers dismiss your headline thats - R Garner & Co achieved by following some simple andit, youve lost them. They wont start - Richard Pennack proven rules.reading your letter, ad, brochure, etc. or - Sturgess Hutchinson & Colistening to your telephone script or radio - Sharpe Langham PLC We call these the 7 GOLDEN RULESad and you wont get a response or a - Sharmon Fielding FOR CREATING SALES-sale. - S.R. Cox GENERATING HEADLINES - Running your own business >>> 5

6. Change This One Thing And Multiply Your Sales & ProfitsGOLDEN RULE 1:Your Headline Should Always StandOutWhether its in an ad or a letter, yourheadline should be prominent. That simplymeans your headline must be in large typeand placed at the top of the ad (or underthe main photo/image) or letter or anyother Media Piece.Remember, one of the key objectives ofyour Media Piece is to grab attention. Ifthe headline is lost in your Media Piece itsimply wont be seen!Look at the example headlines opposite.None of these headlines actually standsout because they dont fulfil the 4 keyobjectives or adhere to the next 6GOLDEN RULES.GOLDEN RULE 2:Your Headline Must Be Clear AndDirectAd agencies have been trying for years tocreate cute or clever headlines that dontmake sense. Dont be clever or cute. SeeGolden Rule 6 below for how to createyour headline.GOLDEN RULE 3:The Headline Should Be SpecificPeople always respond better to specifics.For example, Lose 22 Pounds In FourWeeks is better than Lose Weight Fast.Lets take one of the headline oppositeWe Repair Or Replace. By making thismore specific we transform a poorheadline into a winner We could have chosen any page and any category in the Yellow Pages directory Your Oven Or Cooker Repaired or any other media. None of these headlines fulfil the 4 key objectives Within 24 Hours Guaranteed or the 7 GOLDEN RULES!See the difference? >>> 6

7. Change This One Thing And Multiply Your Sales & ProfitsGOLDEN RULE 4:The Headline Must Promise A BenefitOr Reward For Reading OnThe fourth objective of the headline is todraw the reader into the body copy. Toensure this, your headline must alwayspromise a benefit or reward for readingon.GOLDEN RULE 5:Use Powerful Words In Your HeadlinesNumerous tests have been carried out tofind out which headline words help toincrease response and sales. These are thetop 20 POWER HEADLINE WORDS You Facts Exciting Here Easy Guaranteed Quick Only Instantly Yes Secrets Free Proven How The power of testing. Just one LETTER was inadvertently added to this headline And New Introducing response increased a massive 1500%. Any ideas what letter was added (answer at the end of Now Your the article)? Results Discover Burn Fat Faster Dont BuyUntil Youve Read These Get June Free FactsGOLDEN RULE 6: Double Bonus SaleDifferent Types Of Headlines Oh My God! 5. Testimonial headlines Millionaire Secrets A Specific Benefit Written TestimonialWeve listed seven of the most successful From One Of Your Customersheadline types below. 3. Headlines that focus on quick and Or It Can Just Be A Headline In Speech easy solutions Marks Like This Written Like ABy applying a number of these different Fast And Simple Testimonialheadline types youll start to see how you Ridiculously Easy And Fastcan create winning headlines Idiot Proof 6. Reasons why headlines... In Just 10 Days 7 Reasons Why You Should 1. Benefit headlines The 7-Minute Workout 37 Invigorating Reasonsall your headlines should contain a benefit The Lazy Mans Way To 6 Ways Toof some sort. Instant, Automatic Results 7 Steps The Quick And Easy Way To Heres How 2. Use a two- or three-word headlinebut remember long headlines are almost 4. Warning headlines 7. Offer headlinesalways more successful than short Put your offer in the headline)headlines Read This Before You >>> 7

8. Change This One Thing And Multiply Your Sales & ProfitsTry-Before-You-Buy Carpet Cleaning The Importance Of Testing Your HeadlinesLets take the headline from the previouspage We Repair Or Replace and showyou how to use these headline types tocreate powerful alternatives Examples Using The Headline Types 1. We Collect And Return Your Oven Within 24 Hours So Theres No Disruption To Your Day Look at these two headlines. Which headline do you think won? The headline above 2. Your Oven Repaired Fast won the test by 225%. In other words sales more than doubled with just this simple headline change. Incidentally the headline above has been running now 3. The Fast And Simple Way To for well over 6 years in printing magazines all over the world! Repair Your Oven 4. Dont Contact Another Oven Repair Company Until Youve Read This 5. By 11am The Next Day Our Oven Was Returned As Good As New 6. 7 Reasons Why We Should Repair Your Oven One important point to note is that spectacular results are gained by testing GOOD HEADLINES based on the 4 key objectives and the GOLDEN RULES. The differences between 7. Your Oven Repaired Within 24 a poor headline (like the ones on page 3) and a good headline are almost off the scale! Hours Or Less, Guaranteed * Remember the only thing different in Now would be a good time to startGOLDEN RULE 7: looking at your own headlines and each letter is the headline.Test Your Headlines transforming them into powerful ones! * Then send 500 of one letter and 500As you can see from the example on of the other to your target market. The Single Letter Thatpage 7, even changing one letter in a Increased Responseheadline can have an amazing impact on * Then compare the results. By 1500%the success of a Media Piece. * The letter that receives the largest The letter added (to the ad onIts easy to test your headlines. sales or enquiries is the one with the page 7) was an s. It changed better headline. Put into Puts.For example, create a letter with twodifferent headlines (using the headline Google Adwords allows you to test two Notice how this one lettertypes in GOLDEN RULE 6). or more headlines at once and many completely changes the emphasis magazines/newspapers allow you to of the headline and creates a more Split Test your headlines. compelling one. 8

9. Good Advice System 4Results (Contd) Group Growth WorkshopsMost people are very generous when itcomes to giving advice. Very generous.But does anyone ever take it, or is adviceonly for giving?And is advice always good advice?Certainly not!Last month we decided to pass on someadvice that weve heard or seen or read,and you asked for some more Youre not that important. Its what you do that counts. A few weeks in, and Im loving every second of the workshops. The most striking part of Camila Batmanghelidjh the workshops has been how simple a lot of skills are, once you realise the facts , a lot of these methods can be implemented very quickly and effectively. So by using methods from the workshops, I have generated income of 1,300 for a cost of 100. I would urge anyone who is in business to sign up to this programmeI cannot see how anyone When one door closes, its shut! could fail to get anything from this. Alice Arnold James Neale Photography, Watton, Norfolk For the last 19 years System Life is a marathon, not a sprint. 4Results has been helping small Its fun because you learn and grow Ann Widdecombe together businesses to grow through either It restores sanity as you realise how Coaching - we share the work with the common your problems (and your When people tell you there are two owner. opportunities) are sides to every argument they are talking Consulting - we do nearly all the work Its doubly successful because your nonsense. There are always three sides or by specific Projects. fellow delegates encourage you your side, their side and the truth. Robin Page It makes you money as well because In late 2012 Group Growth Workshops the delegates usually form a trading were launched to meet the needs of many club and buy/sell with each other. One of my trainers once told me more business owners. when you lose, dont lose the lesson. But be careful! These are Workshops Richard Dunwoody We know because we asked them, just not Talkshops so only come along if you like we urge you to ask how you can do can cope with your business growing, more for your customers. making more money and allowing you to When someone annoys you, just work fewer hours. imagine them naked. Youll feel their Group Growth Workshops involve equal. between 8 and 12 business owners Theres bound to be a Group Joan Bakewell meeting twice a month with a System Growth Workshop starting up near 4Results specialist two mornings, you soon.Hopefully youll all agree that its good afternoons or evenings of three hoursadvice each. The benefit to small business Fees are incredibly low so to find out.if you have some good advice youd owners is more, or to understand the benefits oflike to share contact your System Sponsoring a local Workshop, contact4Results Specialist (contact details are Its cheaper because you share the your local specialist details on theon page 12). cost of the expert back page. 9

10. Business Growth Is Scientific Not Creative understand exactly what it covers - 3 Opening Paragraph something highly desirable to them. The problem-solution opening is used 8 The Irresistible Offer very effectively here and appeals on an emotional level.In this Case Study we show what we Its not enough to offer a Special Reportdid and, more excitingly, that we you must demonstrate why it is soknow why it worked so well... 4 Stressing The Problem valuable and why they should send for it....which means we know how to Agitating the problem, taking emotion How To Get Themake it work just as well for other into fear and desire 9 Reportclients, present and future. Clear indication of how to get the free report - always tell people what to do. 5 The SolutionThe 3/4 page advert was placed in anaccountancy magazine and the objectiveof the advert was to get prospects to The solution. Using the word secret is a 10 The Call To Actionrequest a free special report. The advert great way to maintain the readersworked so well because attention... Concise call to action. ...It promises to tell them something they 1 The Pre Headline dont know. 11 The CouponThe pre-headline communicates the offer 6 Social Proofand identifies the target market. Since The coupon an important part of the callthis was an ad placed in accountancy to action. It will surprise you that addingmagazines this pre-headline grabs Were always stressing the importance of a coupon will often doubles the responseattention quickly. Social proof and here weve used a to any ad! testimonial. 2 The Headline And the testimonial is from the Target Market (they gave permission for their The Result: name and company to be used, essential to gain credibility) and is very clear in This page ad in variousThe headline is very powerful. It what has been achieved so the reader willcommunicates two big benefits and a say theyre talking to me. forms generated over 2,500clear timeline for achieving them speed leads for this marketingis a potent weapon! information product. 7 The OfferRemember the importance of the 12% of enquiries were thenHeadline and the 4 Key Objectives andthe 7 Golden Rules detailed on pages 5, The offer is a FREE Special Report. And converted into sales at 4976, 7 and 8. the title makes sure accountants (+VAT) per sale. 10

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