One of the Greatest Breakthrough’s you can have in Business is a Media Breakthrough
By the way, what I am about to say is going to upset a few people and fly in the face of today’s conventional wisdom…
You see, God forbid, I am going to suggest to you that you should circumvent search on Google.
And instead, find ways to use other media.
Of course, I am not saying don’t use the online media…
What I am saying is be agnostic and use ALL MEDIA that is appropriate to your ideal prospect.
After all, when you are depended upon any one media, you don’t really have a business… you have a promotion which could be destroyed overnight if you lost use of that media for one reason or another.
Take Google for example…
They own the sandpit, they make up the rules because you are trying to play in their sandpit.
The last time I saw a number, Google was valued at something like $600 Billion, so why the heck shouldn’t they make up the rules?
Anyway, read on to discover how to have a Media Breakthrough in your business that circumvents your dependency with Google.
You need to… Master ALL Media.
WARNING – Google, Facebook and Microsoft have something in Common you NEED to know about…
They spent 69% of their advertising spend in 2016 on… TV.
Source: Response Magazine, 7-17. GKIC and Dan Kennedy
And that is not counting other media like direct mail, print media and radio.
If you throw that lot into the mix, who knows what number you will get…
Either way, they are circumventing their own media for good reason, the other media works better and they know it.
It get’s even more interesting…
Google increased it’s spend on TV advertising from $180 million to $260 million putting more than 74% of its ad spend into TV.
Facebook had a 260% increase year to year.
Combined, they spent $813 million of the $1.18 billion dollars they spent on advertising on TV.
So, their offline spend is massive and their online spend is peanuts.
Facts are facts. The numbers don’t lie.
And wait for it…
They are doing LEAD GENERATION!
Not just branding.
If you want to survive and thrive in business today, it’s imperative you have a range of affordable, predictable, reliable, profitable… MEDIA to EXPOSE your MESSAGE to the market.
In no particular order, I am going to list a range of media that could, when applied correctly, blow your profits through the roof.
Media Breakthrough #1 – DIRECT MAIL
Now I know what you are thinking… Direct Mail is like Mal, it is old and doesn’t work anymore…
Well I have got news for most of you…
It never stopped working in spite of Google and everything else you can think of.
In fact, it’s working better today than it ever did!
And that applies for business to business and business to consumer…
How do I know?
I myself and many of my clients consider ourselves lucky enough to be able to utilize Direct Mail with incredible results.
And we are doing it NOW in this economy when the cost of mailing is up and fortunately for us, the letterbox is largely empty.
DIRECT MAIL is a GAME CHANGER… The idea of turning paper and ink into MONEY is a GAME CHANGER!
Direct Mail is the success strategy for a business world turned upside down.
We love the fact that competitors, or would be competitors, think Direct Mail is too expensive or doesn’t work anymore or the fact that they don’t know how to do it correctly. (hence it doesn’t work because they are clueless).
By the way, it’s not any boring old Direct Mail you are likely to get from the local Real Estate agent which immediately goes in the trash can… (by the way, no offense meant to the Real Estate agents, they are not on their own)
I am talking about time tested, proven, direct response mail that follows a strict formula.
Rule #1: There must always be an “offer(s)”
Rule #2: You must use urgency and scarcity in your call to action
Rule #3: There must be clear instructions on how to respond.
Rule #4: You must give them multiple means of responding.
Rule #5: You must always use a bold headline.
Rule #6: You must always follow the emotional direct response model.
Rule #7: You must always use “double readership path”
Rule #8: You must always use bullet points in your copy
Rule #9: You must always use outrageous guarantee(s)
Rule #10: You must always use testimonials or case studies.
Rule #11: You must never use “Mr. Professional” jargon.
By the way, this formula works in any media, not just Direct Mail.
When people say DIRECT MAIL DOESN’T WORK they did something WRONG
Here is what went wrong:
- Very poor list selection
- Sending your message to a large number of people who are extremely unlikely to respond
- Sending it to people who won’t open it, won’t read it and won’t give it a chance
- Poor message to market match
- You sent it to your own list and they don’t like or trust you, buy from you grudgingly and are uninterested from hearing from you
Your list is the keys to the money vault.
Media Breakthrough #2 – PRINT MEDIA OF ANY SORT
Now I know what you are thinking here… Print Media doesn’t work and it is too expensive…
Well I know of companies in the U.S turning over millions of dollars a month and a year using Print Media.
Of course, in the U.S you have economies of scale, millions of publications a week, make all that possible.
Because you can buy the media for a fraction of what they would prefer to charge, if you know how.
To a lesser extent, that happens here in Australia also, except it is the big advertisers like Harvey Norman, Myers and David Jones that get the deals.
Is Print Media right for everybody?
No… it depends where your target market shows up most.
But here in an interesting stat… 70% of readers of Print Media are over 45.
So, if that is your target market and you are not using print, you are completely neglecting a large portion of your prospects by not using Print Media.
Another fact, Print Media is more trusted by the reader than any other media, particularly the online media.
Another fact, Print Media clients make better clients and spend more as well as stay longer.
Why? I suspect they most often pay for the publication they are reading, so they are more qualified.
Of course, again, there is an art to all of this and I won’t be sharing it here, I’ll leave that for another Rant.
But what doesn’t work like they used to is the Business Card type Ad, name, rank, serial number and “come buy from me for no special reason”, you have to be better than that!
Media Breakthrough #3 – RADIO AS A MEDIA
Again, there is a right way and a wrong way to do radio.
And of course, if your ideal client is listening to radio, you shouldn’t be neglecting it.
The best performing media for radio is talk back.
And it usually takes 60 seconds to get your message across.
Anyway, I will cut to the chase and actually show you a radio ad that worked like crazy all around the country for me.
Like I said, there is a formula here and maybe you can figure it out on your own…
Anyway, in another Rant, I will teach you exactly how this is done.
Already this Rant is getting way too long!
Media Breakthrough #4 – SMS MOBILE MARKETING
To be honest, if you are not using Mobile SMS Marketing, you are crazy!
You are also crazy if you are not figuring out how to get your client’s mobile numbers so you can market to them.
After all, something like 90% of SMS messages are read within 1 minute of being delivered… I don’t know any media that has a statistic like that!
And literally everybody has a mobile phone!
Anyway, here is a sample SMS that brought in approximately $63,000 in sales the first time it was sent to my client’s database and the good news is, it is still being sent out to this day several years later.
I know because I am on the list…
Point being, once you get a marketing piece like an SMS working, keep sending it out in a timely manner.
[your business name or your name] 3 Day Once a Year 15% off all [your product or service] Easter Special! Visit or Phone to order [phone number] Buy NOW and Save! Send STOP to optout
Here is another example. The product is pizza’s but you could easily replace that with your product or service.
Note! This promotion was over a period of 1 month and there is a set of 3 sequential emails to be sent out on the 7th, 14th and 21st of the month.
September Special at [your business name or your name]. Get 2 large pizzas just $20 SAVE $20. Show this phone offer NOW and Save Send STOP to optout
Reminder Sept Special at [your business name or your name]. Get 2 large pizzas just $20 SAVE $20. Show phone offer NOW only 16 days left Send STOP to optout
Reminder Sept Special at [your business name or your name]. Get 2 large pizzas just $20 SAVE $20. Show phone offer NOW only 9 days left Send STOP to optout
There are a few things you have to understand here…
For a start, you should try and keep your SMS to under 160 characters (including spaces) because that is the maximum number of characters a standard text message allows.
You can go over that number, but you will pay more money to do so, the rate of 2 standard messages.
Something else you need to understand and this is good news, there is very few industries that couldn’t benefit from using mobile marketing, here are some more statistics that prove that.
Here is the response rate to various industries within the first 15 minutes of them being sent.
- Retail:32%
- Betting & Trading: 33%
- Entertainment: 37%
- Travel & Transportation: 54%
- Finance & Banking: 57%
And that research was based on over 1 Billion SMS’s being sent in various countries.
There you have it!
A bunch of Media Breakthroughs that you should be figuring out if you can use some or all in your business.
All the Best,
Committed to Elevating the Financial Wealth and Wellbeing of Society Through Entrepreneurial Excellence and Guilty of Conspiracy to Create Capitalism.
P.S. Feel free to pass the blog on to anyone who you feel might benefit from it.
By the way, what I am about to say is going to upset a few people and fly in the face of today’s conventional wisdom…
You see, God forbid, I am going to suggest to you that you should circumvent search on Google.
And instead, find ways to use other media.
Of course, I am not saying don’t use the online media…
What I am saying is be agnostic and use ALL MEDIA that is appropriate to your ideal prospect.
After all, when you are depended upon any one media, you don’t really have a business… you have a promotion which could be destroyed overnight if you lost use of that media for one reason or another.
Take Google for example…
They own the sandpit, they make up the rules because you are trying to play in their sandpit.
The last time I saw a number, Google was valued at something like $600 Billion, so why the heck shouldn’t they make up the rules?
Anyway, read on to discover how to have a Media Breakthrough in your business that circumvents your dependency with Google.
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