Your Moral Obligation Do you really believe in the goods or services that your business has to offer? Do you honestly believe that your product or your service could change someone else’s life? I definitely do!! I know that there are people that need the goods or service you and your business has to offer. I am also certain that if I can help you get your message to them, you could literally change their lives for the better. One of my mentors, Jay Abraham, once said, “If you truly believe that what you have will serve your customer, then you have a moral obligation to tell them about it.” Jay Abraham Notice that Jay Abraham didn’t say, “If you truly believe in what you have, you should start a business and try to sell some things to people.” He said, “You have a moral obligation to tell them about it.” Business is not simply about making money; it is equally important that each business identify it’s reason for being in business and strive to make a difference in their customers’ lives. If you truly really believe that your customers need your product or services, you have a moral obligation to do everything in your power to tell everyone about it. I know in my heart of hearts that what my company and I have to offer will make positive changes in many people’s business, their lives, and the lives of their customers. Because of this mindset, I am going to always use my best efforts and do whatever I can to get the information about my business into my customers’ hands. I challenge you to have that same mindset. Your business is something that can, should, and will literally change someone’s life. Train your mind to think, “If these people get access to my product or my service, they will never be the same again.” If you come into business and marketing with that kind of mindset, then you have got the kind of mindset that will make your business a winner. Too many people look at their businesses solely as a vehicle to sell products. The moment you change your mindset from, “This is just a business,” to “This is something that’s changing people’s lives and I have a moral obligation to let everyone know about it,” your whole perspective on your business and your marketing will suddenly change, and the results that you have been experiencing, perhaps for months, or even years or decades, will finally change as well. Create A Social Buzz is committed to helping you tell everyone about your business so that you can make a difference in each and every one of your customers’ lives. George J. Hanko III
Your Irresistible Offer The first step in generating customers online is crafting the right irresistible offer. Creating an irresistible offer can generate a massive amount of new customers for any business. If done right, an irresistible offer can literally change your business forever. Let’s look at an example of an irresistible offer that changed one lawn mowing company’s business overnight. Before the irresistible offer, this business consisted of one man and a lawn mower going door to door asking people if he could mow their lawn. “We will come mow your lawn for free.” That was the irresistible offer this lawn mowing business created. If you take a look at almost everyone else in the lawn-care industry, most of them offered a free consultation, a free quote, a discount on their first lawn mowing, or something similar. As you can see, these were not irresistible offers. This “Free Lawn Mowing” ad jumps out of the crowd saying, “We will come mow your lawn for free. That’s how good we are. We will prove it.” What happened? Obviously, he was flooded with people calling to get their lawn mowed for free. The people who read the ad literally could not resist calling him. He kept his promise, and mowed the lawn for free the first time. After that first freebie, he ended up with almost 90% of his customers ordering repeat lawn mowing service week after week after week. His business literally exploded overnight! But, it did not stop there. He knew there were more products and services he could offer beyond basic grass cutting. So, while he was mowing the lawn, he would look around to see what other services were needed. He noticed a sprinkler that wasn’t working, or that the grass needed fertilizer, or the trees needed to be trimmed, or the flower beds needed flowers and any of the other services he could provide. After he finished mowing the lawn, he would chat with the customer and tell them all the things he noticed needed to be done. He was able to turn a $30 lawn-mowing job into a $300 to $500 project. His business grew dramatically!! And, it all began with an irresistible offer of giving away a free lawn mowing. Let us help you create an irresistible offer for your business.
Your Value Ladder Now that you have developed an irresistible offer that will help bring your new customers in the front door, the next step is to make your Value Ladder. It is vitally important that in order to have a thriving business, you must have a Value Ladder. Your start your new customers off at the bottom of your Value Ladder with your irresistible offer. This is an illustration of a typical Value Ladder for a dentist: In this example, the Dentist created an irresistible offer of “Free Teeth Cleaning” to attract customers to her dental practice. If her customers received real value from the free teeth cleaning, they will naturally want to receive more value. As you can see from the illustration above, the more value the dental customers received, the higher price point they would be willing to pay. Remember the guy who had an irresistible offer of, “We will come mow your lawn for free.” His business had a Value Ladder. While he was mowing the lawn, he would look around to see what other services were needed. He noticed a sprinkler that wasn’t working…and that the grass needed fertilizer…and the trees needed trimming…and the flowerbeds needed new flowers…and numerous other services he could provide. After he finished mowing the lawn, he would talk with his new customer and tell them all the things he noticed that needed to be done. He was able to turn a $30 lawn-mowing job into a $300 to $500 project. His business grew dramatically because he took each of his customers who received an irresistible offer of a free lawn mowing up his Value Ladder. And, it all began with an irresistible offer of giving away a free lawn mowing. It is only by creating your Value Ladder that you can predictably know how much money you will make for every person who requests your irresistible offer. The Value Ladder helps you determine, on average, how much money you can make from each of your customers. The Value Ladder is a great tool that enables you to calculate the average lifetime value of each of your customers. This is how you build a long-term profitable sustainable business. Have you created a Value Ladder for your business? Have you created a clear path that you can take your customer on after they have requested your irresistible offer? What product or service are you going to offer each of your customers as you take them up your Value Ladder? We have the expertise and experience at Create A Social Buzz to help you formulate an irresistible offer and build a profitable Value Ladder.
Your Lead Generation Website All to often I see many business websites that look like a beautiful brochure. The business owners of these websites have often spent as much as $10,000 for their beautiful brochure-style website. However, when I ask these business owners how many leads or customers their beautiful brochure-style website generates, it is almost always the same response – “My website is not generating any new leads or any new customers.” “Do You Want A Pretty Website, Or One That Generates You Customers And Makes You Money?” There are some business owners who want so badly to have a beautiful brochure-style website that they miss the only real goal of a website: to generate leads and make you money. That is exactly what a lead generating website does. A lead generating website is the “tool” that you need to get people to come and take advantage of your new irresistible offer…and to start them on the first step of your Value Ladder. This is an illustration of the first page of a typical Lead Generating Website for a heating and cooling company: Their irresistible offer is “$40 For A Furnace and Air Conditioning Tune-Up.” They are offering services worth $129 for only $40. You will notice that their irresistible offer is clearly stated on the top of the first page of their website. However, in order for someone to take advantage of their offer, they must first enter their name and e-mail address. Once the new customer provides this information, a coupon for the $40 furnace and air conditioning tune-up is e-mailed to them. If you want to get 100 Customers In 100 Days, you must have a lead generating website that contains your irresistible offer and a captures your customers information. If your irresistible offer truly is irresistible, your new customers will gladly exchange their name and e-mail address for a coupon with your irresistible offer. I ask you again, “Do you want a pretty website, or one that generates you customers and makes you money?” We have the expertise and experience at Create A Social Buzz to help you create a lead generating website that generates you customers and makes you money.
Your Follow Up System You have created your irresistible offer…and you have used your lead generating website to capture the name, e-mail address and cellular telephone number of your clients. You now need to have a system to follow up with each of your customers. “The Fortune Is In The Follow Up” I cannot emphasis enough how important it is to the success of your business of building a list and creating a follow up system. The owner of this small pizza restaurant understood the power of having his customers’ name, e-mail address and telephone number. During a thirty-day period, he created an irresistible offer. Each time someone came into his restaurant he offered them free toppings or free breadsticks in exchange for their name and email address. In thirty days, out of over 1,000 people who came in to his restaurant, he got about 800 of them to give him their name and e-mail address in exchange for his irresistible offer. He took the 800 names and email addresses and uploaded them into an email auto-responder. Every single day at 4:00 pm, he sent out an email to this list of customers. The email simply said: “Hey guys, I see it’s about four o’clock now. You’re probably about to head home. If you want me to make you a pizza that you can pick up on your way home, just give me a call, and by the time you drive by my restaurant, it will be ready for you to take home, fresh and hot…and perfect for you and your family.” Every single day at four o’clock, after he sent out the email, his telephone lines went crazy. He got dozens and dozens of calls. From about 4:00 pm until about 7:00 pm he made more pizzas than during the entire rest of the week combined! The pizza restaurant owner reported that he was receiving more than four times the number of telephone calls from the e-mail than from all of his other types of advertising combined. Now, what’s important to remember is that the four times more sales he was getting from the emails weren’t costing him any money. There were no advertising costs involved in simply sending an e-mail to get those customers to come in and buy pizza. This restaurant owner was not doing anything creative. He was just copying and pasting and sending exactly the same email every single day at four o’clock. Just imagine if you were to write a specialized, customized email every day and send it to your customers! You, too, could get even more than a four to one call ratio by simply following the pizza restaurant owner’s strategy. Imagine for a moment that you own a restaurant. It’s a Tuesday night, and nobody is there. You have already paid your wait staff, and you have got plenty of food, but no customers. Now, imagine logging in to your auto-responder, sending out an e-mail or a text message, and having 30, 50 or even 100 customers show up in your restaurant within minutes of your sending out that e-mail. That’s the power of creating your customer list and follow-up system. In the past, companies had to rely on all sorts of expensive advertising like Yellow Pages, newspaper ads and fliers. They had to rely on other people to run those ads, and hope that at some point customers would come in to their business. You control when your customers will come to you. You get to dictate the messages you send, how and when you send them, and how often they are sent. In addition, the costs are minimal when compared to most other types of advertising. When you control the conversation with your customers, just think how it changes your business. You are no longer relying on somebody else; you now control your own destiny. It becomes very easy to launch a new product or have customers show up on a certain day or at a certain time. But, the first goal of advertising should not be to get sales. The first goal of advertising should be to build your list. As you build your list, the sales will come. Not only will they arrive faster and more powerfully than before, but now that you own your own list, you won’t have to pay over and over and over again to get those customers coming back to you again. Now, instead of paying expensive traditional advertising costs to get customers through your door, a simple e-mail will result in an influx of business on demand. As soon as you have a customer’s contact information — their name, their email, and maybe their cell phone number — you can control your own destiny. Today, there is a stark contrast between the companies that are thriving in our new economy and the companies that are suffocating. The companies that are succeeding are the ones that control their own destinies…the ones that control their own customer lists. Those that don’t are struggling, failing, and dying. We have the expertise and experience at Create A Social Buzz to help you create a follow-up system that helps your business generate an influx of customers on demand.
The Attractive Character Business used to be just another “transaction” between the business and the customer. With the advent and ever-increasing popularity and evolution of social media like Facebook and Twitter, business has become more of a relationship between the business and its customers. “If You Share Your Story And Use
Personality In Your Marketing, They Will Come” Creating your “attractive character” is one of the most important things that you can do for your business. I want to share with you two examples of businesses that successfully use attractive characters in their marketing. People who struggled with their weight began to identify with Jared. When these people saw the process Jared went through and the huge weight loss he experienced by just eating at Subway twice a day, they connected with him and became believers that Subway could help them lose weight as well. They are attracted to Jared, and that is one of the main reasons they went to Subway over and over and over again. They wanted the same life-changing experience that Jared had. It is well-known that people do business with those that they like and trust. Businesses are “evolving” and going back to how business was conducted over 100 years ago. In those “good ‘ole days” you went to a company because you either personally knew the owner of the company or knew of them by reputation. The businesses that are successful today are those that can bond with their customers through social media. By using social media to bond with your existing customers, you can turn them into raving fans that purchase more products more often, and refer more people back to your business. If you bring your personality and “attractive character” into the marketplace, your customers will continue to come to your business…even if you raise your prices. Why? Because you have an established relationship with them…they have become “invested” in your business. We have the expertise and experience at Create A Social Buzz to help you create an “attractive character” to bond with your existing customers and turn them into raving fans that purchase more products more often, and refer more people back to your business.
Traffic Generation Most internet marketing companies start with “traffic generation.” They call up a business owner and talk about how much traffic they are going to get to their website. However, without a proper foundation in place, you can get all the traffic in the world and it will not turn into customers or leads. A solid foundation consists of all the following: Only after you have all of these in place are you ready to start driving traffic to your website. There are 3 core strategies to generate traffic to your irresistible offer on your lead generating website. The 3 core strategies are: The List Strategy: Your company’s own customer list is important because it is traffic that you own. It is the most profitable because your own customers know and trust you. You don’t have to pay to e-mail your own customers since you already own their contact information. When you learn how to properly and effectively use and monetize your own customer list, you can quickly grow your business. The second best way to get traffic to your website is by using other businesses’ customer lists. You can establish a joint venture or affiliate relationship with other businesses. In this strategy, you are partnering with other businesses, requesting that they drive traffic to your website, and giving them a commission for anyone who comes to your website and purchases based on their recommendation. Another effective strategy is to rent ad space in other complimentary businesses’ existing newsletters, or send an e-mail out to your customers promoting another complimentary business in exchange for them doing the same with their customer list. The Organic (FREE) Search Engine Optimization (SEO) Strategy: Google recently introduced their new algorithm for ranking websites. Although how search engines rank websites continues to evolve, the core strategies remain the same. There are many things that Google uses to determine which website will rank in the top spot, but the core element is: how many websites are linking back to your website. The ranking of your website in the search engines is basically a popularity contest. If a website has more people linking to it than any another website for any given keyword, the search engines think that it must be more relevant and, therefore, should be ranked higher. For example, if you go to Google and you type in “Austin dentist,” you may find out that the website that ranks number one has 500 other websites that link back to their site. All other things being equal, if your dental website had 501 links pointing back to it, you would obtain the top ranking for “Austin dentist.” The Social Media Strategy: Social media is probably the biggest recent change in the Internet marketing arena. It is also the fastest growing. Social media has become the vehicle by which people share their life, their experiences, their pleasures and frustrations with their family, friends and associates. For an ever-increasing segment of the population, social media on the Internet is where they are spending most of their time. Create A Social Buzz has the expertise and experience to help you create a traffic generation system that will help ensure that you have a constant and increasing number of customers that purchase more products more often, and those customers refer more people to your business.
However, as soon as you have your own e-mail list or text message list, your advertising efforts have evolved to another level — now you own the media!! 
The first example comes from a very well-known fast food restaurant, Wendy’s. I’m sure you all remember Dave Thomas, the founder of Wendy’s, and his unforgettable commercials. Those commercials made you feel as if he was your own grandfather. Interestingly, Dave hated being in the television commercials. However, when they tried to take Dave out of the commercials and replace him with other actors, the results were disastrous — every time they tried it, their sales would decline. So despite the fact that Dave hated being in the commercials, everyone knew that if he were in the commercials their sales would stay strong. Why? Because Dave Thomas was an “attractive character” who people bonded with.
Another great example of an attractive character is Jared from the Subway franchise commercials. Prior to Jared’s involvement with Subway, it was just another typical fast food restaurant that sold sandwiches, just like its competitors. With an “attractive character” like Jared, they were able to differentiate themselves from all of their competitors. Instead of being just another fast food restaurant, they became a way for people to lose weight.
The most underutilized resource in almost every company is that company’s own customer list. Most businesses can double or triple their business, almost overnight, by just effectively e-mailing their existing customer list.
There are other things that go into the rankings of a website, like the content and words that are on your website. However, the number of quality, relevant links pointing back to your website is still the most important factor.
The social media strategy uses the power of “word of mouth” advertising to not only get your business new customers but also to interact with those customers on a personal level. Your primary focus of the social media strategy is to build relationships of trust with your customers. This strategy is designed to build you an ever-increasing list of extremely satisfied raving fans that are happy to refer your business to their family, friends and associates.
