magicword-simpleology

8/6/2019 magicword-simpleology

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The

Magic W ord

Add this wor d to your strategic planand change your fortunes

by Ankesh Kothari

A Special Bonus Goodie fo r Simpleology Mem bers

Thanks for getting curious about the magic word.

This report reveals the one word that has helped many people become successful. Im sureyouve come across this word. And Im also sure youve never quite really seen the power of one wordin such a light. Read this report well. Read this report twice. Because it can do nothing but help you.

01 | It isnt a lamb, its a dog the magic word storyHow 4 outcasts used the magic word and fooled the wise priest out of a feast.

02 | 4 real life case studies

How Joe Girard used the magic word to become the best car salesmanever

How Peter Miserendino used the magic word to get himself booked forthe entire season at the high-end clubs

How BlueStar used the magic word to become famous instantly at a verylow cost

How Tony used the magic word to drum up more business for his drycleaning service

03 | Caveat: Misusing the Magic Wor dHow CDNow.com went out of business by misusing the magic word

04 | Magic Wo rd tactics you can useAction summary giving examples on how you can use the power of magic wordto increase profits


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01 | It isn't a lam b, it's a dog

MANY YEARS AGO, there lived a priest in a remote village in Eastern Europe. He waswell known in the surrounding region as the wise one. One day he had to go to a nearbyvillage.

There was a jungle he had to pass through in the way. While he was crossing thejungle, he found a lamb. He tied the lamb and carried it on his shoulders. It would make agood dinner.

Nearby in the jungle were four outcasts. They saw the priest with the lamb and weretempted to have a feast themselves. But they didn't have anything to trade the lamb with. Sothey tried to trick the priest to give the lamb away to them for free.

The eldest outcast first went towards the priest and started laughing when the priestsaw him.

"Why are you laughing?"

"Because you are carrying a dog on your shoulders."

"Thats not a dog. Thats a lamb."

"Ha, ha! The wise one is carrying an old dog on his shoulders."

And he laughed as he left. The priest took a good look at the lamb and convincedhimself that the outcast was a fool. And the lamb was indeed a lamb.

After 15 minutes, the second eldest outcast did the same thing: Crossed the priestspath and started laughing as soon as he saw the priest. They had a similar conversation.

This time the priest took a longer look at the lamb and he doubted.

Yet another 15 minutes went by and then the 3rd eldest outcast made his way infront of the priest. They too had a similar discussion. But this time, the priest had a muchlonger look at the lamb than before and his doubt became stronger.

Before the hour was up, the fourth outcast and the priest had a similar meeting. Thistime the priest took a look at the lamb and was convinced that it was a dog. He threw thedog off his shoulders and started walking without the lamb.

After some time, the outcasts caught the lamb again and had a good feast.

--x--

Did you get the magic word from the above story? The magical word is:

Repeat

--x

The four outcasts outsmarted the wise priest and got the lamb for free. Only because theyused the power of repetition. The outcasts followed up on the smart priest. And changed his


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mind. Imagine when outcasts can get a lamb for free, how much better you will do using therepetition tactic yourself!

The outcasts tricked the priest. You don't have to trick your prospective clients."Repetition" is just a tool. And like any tool, it can be misused. It can be used to trick people.Or to persuade people.

Repetition is a powerful tool to remove your customer's doubt. Use it fairly and youwill have loyal clients. Use it unfairly and you will have angry people calling you in themiddle of the night asking you to get them off your list.

Action summary:

Repetition is a doubt killer. Use it to help customers make up their minds.

Are you repeating and re-affirming the main message in a sales letter? Are youfollowing- up on your prospective clients? Send them messages that will help them

periodically.

02 | 4 Rea l life case studies

These four case studies will show you how four different entities used the power ofrepetition to build their fortunes:

1. How did Joe Girard use the repe tition tactic to become the wo rldsgreatest retail salesman?

JOE GIRARD was born during the depression in one of the most deplorable ghettos inDetroit city. Joe had a difficult relationship with his father. At a very young age, Joe startedshining shoes of people in saloons. He had a tough childhood. But even though Joe camefrom a poor background and had a hard start, he became really successful.

How successful did Joe become?

The Guinness Book of World Records listed Joe Girard as the "World's GreatestRetail Salesman" for 12 consecutive years.

People actually used to lineup to meet Joe, so that he could sell them cars. Therewould always be a queue in front of Joe Girards dealership on every Saturday morning. Joe

Girard sold more cars individually than most dealers sell in total. He sold an average of 6cars everyday, throughout his selling career. He sold 13,001 cars during his selling careerall at retail.

What's his secret?

He built and maintained relationships. Joe used to send 13 cards to all his prospectsand clients every year. One every month and one for Christmas. He created a place forhimself in the brains of his prospects and clients by keeping in touch with them.


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He made sure that he was in peoples' minds when they had to buy a car. And that ishow he sold 6 cars a day, everyday.

Joe Girard followed up with his clients even when there was no reason to.

2. How d id Joe Miserendino use the re petition tactic to get himselfbooked in the high-end clubs

PETER MISERENDINO is an acoustic guitarist. He has some real talent. He recorded aCD with 15 of his tunes and named it Well Strung and Solo. The CD received some verygood reviews. But the good reviews alone didnt bring in many sales. So Peter startedhunting for live performance gigs.

Peter thought the best place to get live gigs and generate CD sales was at high-endclubs and discs. To get booked at these clubs, Peter designed his own postcards and startedmailing them to the clubs. Peter did spend quite a bit of his money in getting the postcardsprinted. He believed that first impression has to be good and so he paid extra money to

print the postcards in4 colours.

Every postcard had a call to action too. Peter provided a phone number that the clubmanagers were supposed to call to book him for a night.

Peter mailed these postcards and within 3 days he started receiving some phonecalls. He was already getting bookings. But he still had a few nights free.

So Peter took the same postcards and mailed it to the same clubs again. And 3 daysafter the second mailing, he received even more calls. Peter then mailed the postcards for athird time. He got a similar response this time too, even though the club managers had

received the same postcard.

The third mailing made sure that Peter was booked throughout the season.

3. How B igStar used the repetition tactic to be perceived as a real and abig com pany?

DURING THE INTERNET BOOM in 1999 and 2000, many companies tried to convertbrick and mortar business ideas into online ones. One such company was the BigStar. Theythought it was not possible to take on Blockbuster in the DVD and video business throughretail stores as Blockbuster has thousands of them. So they started selling DVDs and videosthrough an online site.

BigStar was faced with two problems. People didnt think they were a real company.And BigStar didnt have a big budget to advertise in the big cities to convince themotherwise. They couldnt buy TV airtime. Nor could they buy billboard spaces in big citieslike New York, Chicago, Los Angeles, Dallas and San Francisco.

So they came up with an innovative idea. They paid hundreds of businesses to paintthe BigStar logo and slogan on their trucks and vans. Being an online company, theythemselves didnt have any trucks. The DVDs and videos were shipped through UPS. Yet


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when people saw trucks with BigStar logos on them, they thought those were the BigStardelivery trucks. They perceived BigStar as a real and a big company.

And as the hundreds of trucks were seen by thousands of people, BigStar becamewell known really fast in the major cities and at an extremely low cost.

Frequency is important to become well known really fast. People repeatedly saw theBigStar logo and thus remembered them.

4. How Tony used the repetition tactic to drum u p more business for adry cleaning service

TONY HAD A MOBILE dry cleaning business. He would pick up the customers clothesand return it back after cleaning. He used one simple process to earn more business. Tony

would select a locality. And then call on every house and get the owners name in any way hecould.

He would then buy #10 while mailing envelopes. He would stuff the envelope withhis brochure and a sales letter. He then used a post-it note and wrote a short but irresistibleoffer onthe note. On Labor Day, he would write Labor Day special. Then he would personally go toevery house and deliver the envelope to the owner.

He did the same thing many times a year on festive occasions. Some of the specialshe had are:

Your Secret Valentine Independence day special Thanksgiving special

Xmas deal

The results were phenomenal. With the same promotion tactic, Tony and his wifebuilt 5 mobile dry cleaning routes in different localities.

03 | Caveat: Misusing the Magic W ord

If you misuse the power of repetition, the results could be disastrous, as witnessed by thefollowing case study:

The CDNow Debacle

ONE OF THE OLDEST ecommerce websites on the web is CDNow.com. They have beenselling music CDs online even before amazon.com started selling them.

In fact, CDNow.com ruled the online ecommerce world before the millennium. Theircustomers were intensely loyal with them and would come and purchase new CDs everymonth, month after month.


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CDNow.com made use of a very effective sales tool to keep in touch with their clientbase: an email newsletter. They sent one email newsletter a month to their entire clients listletting them know about the new CDs that were released that month. And the response fromthat one email newsletter - sent every month regularly - was enormous.

CDNow.com became so successful that media giant Bertelsmann paid millions of

dollars to buy them over. The new managers saw how effective the CDNow.com monthlyemails were in generating sales. So they started sending the newsletter twice a month totheir client base. And the sales increased, making them happy.

After a few months, CDNow.com managers increased the frequency of the emailnewsletters even further and started sending the newsletter once a week. And the salesincreased even more.

And then, they started sending the email newsletters once every three days. AndCDNow.com went out of business!

Their clients got tired of receiving so many emails, and started ignoring them

altogether. And as a result, sales went down extremely fast in a short time.

04 | Repetition tactics you can u se

COLLECT your prospective clients information. Build a database. And then follow up withthem. The more follow up letters you send, the more people will convert and become yourclients.

The low cost high impact repetition tactic: send a postcard with your offer and thencall the prospective to remind him about the offer. This combination of postcard +phone brings the best results for the money invested.

Send the same sales letter to the same list of prospective clients. Some researchshows that you will receive half the response the second time. If you received 200clients by mailing the sales letter for the first time, you will receive 100 if you mailthe same exact sales letter the second time. And 50 clients with the third mailing.

Follow up with a twist. Give a bonus or a discount during the second follow upmailing and more people will become clients.

One easy thing you could do is to simply send one new testimonial to them every sooften. Different testimonials will convince them that your product will actually helpthem.

Send Thank you notes to people. Send them seasons greetings. Send them 13mails a year, like Joe Girard used to. Constantly remind them about your existence.

Start a newsletter. Send useful information to prospects and clients on a regularbasis and stay on top of their minds. Show them a sample of your expertise and givethem a reason to buy from you.

Send a free goodie to your clients from time to time. This will build instant loyalty.Your clients will become your diehard fans.


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Send updates to your clients. Let them know whats new with your product. Sendthem success stories. Strengthen the feeling of loyalty your clients have for you.

Caveat: Find a balance in frequency of the number of times you should contactthem. Dont contact them just once a year and expect them to remember you andremain loyal to you. And also, dont contact them every other day and force them to

start ignoring you.

Follow up. Follow up. Follow up. And enjoy the power of Repeat.

About the author: Ankesh Ko thari

Ankesh Kothari helps small businesses build smashing brands on shoestring budgets. If youwant to gain an edge over your competition without wasting a lot of money, visit his websitehttp://www.BizTactics.com

Read what other m arketers have to say about Ankesh:

Some people run well. Some people draw well. Ankesh Kothari is a master story-teller. Inmy business, I always need real life examples to explain marketing concepts and analogies

better. And I always turn to Ankesh as a resource. It's amazing to have not one but four orfive real life stories for every occasion. This is one resource I never want to be without.

Sean D'Souza - CEOhttp://www.psychotactics.com

I found your website (http://www.biztactics.com) extremely intriguing and could not walk

away without registering to receive your newsletter.

Juan G TornoeMarket Resear ch Director-- Wizard of Ads, Inc.

I read every issue of BizTactics.com word for word, and you should, too. Not only doesAnkesh get it - he respects your time by keeping it brief and to the point. One of the bestnewsletters I've read. Period.

Mark Joyner,#1 Best-Selling Author of " MindControlMark eting.com

Enjoy the pow er of repeat

This report is copyrighted 2003-2005 Ankesh Kothari
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