How to Choreograph Your Marketing

Categories: Marketing, Sales & Persuasion

How to Choreograph Your Marketing

In dance, a choreographer's job is to plan and arrange the dance steps, movements, and patterns so that everyone is in sync. The opposite of choreography would be freestyling. Most businesses approach their marketing and sales process in a "freestyle" manner. They pay for ads (without tracking), get "professional" websites designed without emphasis on sales/lead

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What A Bag Of Chips Taught Me About Features & Benefits

Categories: Marketing

What A Bag Of Chips Taught Me About Features & Benefits

When it comes to selling products and services, many marketers make the mistake of harping on features and not conveying the advantages and benefits of their offering. And if you think about it, it makes total sense why so many get caught up in features. We've been trained to believe "more" is better. This belief

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How Amazon Uses "Recency" to Skyrocket Repeat Purchases

Categories: Blog, Marketing

How Amazon Uses

If you've seen me speak at any of the last 4 events, you've probably heard me talk about RFM analysis. RFM stands for recency, frequency, and monetary. Recency asks the question: "How recently did customer purchase?" Frequency asks, "How often does customer purchase?" Monetary asks, "How much has customer spent?" I won't discuss RFM analysis

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The Power Of Sequentialism

Categories: Blog, Marketing

The Power Of Sequentialism

In making sure "sequentialism" was indeed a word, I discovered in my research that it's actually a philosophy that has implications in everything from politics to church planning. While I'm no expert in the philosophical aspect, I would like to shed some light on how sequentialism in your business practices can save you time and

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Tutorial: How To Use Infusionsoft Automation Links (Video)

Categories: Infusionsoft, Marketing

Tutorial: How To Use Infusionsoft Automation Links (Video)

In my 10 Infusionsoft Commandments, I talk about tracking every click. In fact, and I quote: "you should rarely be using the regular hyperlink tool in Infusionsoft. I only use it when pressed for time. And even then, I vow to correct it later." "Every link sent in an e-mail should be an automation link. How

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Using Follow-Up To Reverse Roles

Categories: Blog, Marketing, Sales & Persuasion

Using Follow-Up To Reverse Roles

In my experience, the worst thing you can do is "chase" a customer. Sure, it seems a little counter-intuitive considering most sales are generated in the follow-up. I'm not arguing the importance and effectiveness of follow up. In fact, I discuss why it's vital here. You may have even seen statistics that reveal something like

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Are You Making It Too Hard To Do Business With You?

Categories: Blog, Marketing

Are You Making It Too Hard To Do Business With You?

A buddy sent this to me on facebook and while I don't normally post things like this, I found this "looking for work" craigslist ad pretty hilarious and want to spotlight the business implications.  Could probably also post this to my Hearandplay folks and get a good laugh. But it poses the serious question: "Are

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Why Implementation Services Are Not Enough

Categories: Blog, Infusionsoft, Marketing

Why Implementation Services Are Not Enough

In my post, "Why You Must Follow Up With Prospects," I talked about the "unconscious incompetence" stage of learning. It is essentially when we "don't know what we don't know." My two-year old daughter hasn't yet realized the importance of tying her shoes. In this instance, she is in an unconscious incompetence stage. After falling

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Why You Must Follow Up With Prospects

Categories: Blog, Marketing

ConsciousUnconsciousCompetence

Studies have shown it takes at least 7 exposures to your message for prospects to even "consider" your offer. Not act favorably. Merely consider.  According to Chet Holmes in his book, "The Ultimate Sales Machine," only 3% of people are in "ready to buy now" mode. Another 6-7% are open to buying. The remaining 90%

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If They Don't Consume, You Don't Get Paid Again

Categories: Blog, Marketing

If They Don't Consume, You Don't Get Paid Again

It is a dire mistake to assume just because someone buys your product, it will be consumed. The sad reality is most people don't consume the products they purchase. Some industries play to this and thus rely largely on one-time sales instead of repeat purchases. Like the fitness industry --- most design their workout equipment

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