What To Do

If Your
Marketing
Sucks

Official
ACTION Book

Richard Petrie
Copyright MT2 Ltd Speed Marketing 2013

 ACTION SHEET
Bullet #1 The Dirty Little Secret

9 Rules Of Speed

From today forward you will only ever engage in advertising or

marketing where you can accurately measure the effectiveness of every
single ad campaign down to the penny. We will use a method called
Direct Response marketing.

1. STOP!!! DO NOT SPEND ANOTHER DOLLAR ON

ADVERTISING AND MARKETING UNTIL YOU HAVE
MASTERED THE RULES
2. THOU SHALT ALWAYS MAKE MARKETING MEASURABLE
I.E. EVERY DOLLAR SPENT SHOULD BE ABLE TO BE
TRACED TO A DEFINITIVE RESULT IN SALES
3. THOU SHALT ALWAYS PROVIDE IRRESISTIBLE OFFER (S)
4. THOU SHALT ALWAYS PROVIDE A REASON TO RESPOND
RIGHT NOW
5. THOU SHALT ALWAYS PROVIDE CLEAR INSTRUCTIONS
HOW TO RESPOND
6. THOU SHALT ALWAYS FOLLOW UP
7. THOU SHALT ONLY USE BRANDING AS A BI PRODUCT AND
A BONUS NOT AS THE PRIMARY AIM
8. THOU SHALT ALWAYS USE STRONG COPY
9. RESULTS RULE. PERIOD

Copyright MT2 Ltd Speed Marketing 2013

 Not measuring is like fumbling in the dark
Measuring each campaign is like turning the lights on

That means every time we market ourselves we will be asking the

reader to make an immediate response that we can measure.

E.g.
10% off if you order before Wednesday, call this number
and mention you read this ad to receive the discount.

Order your business audit for only $495 and quote code XZ
to receive a 10% discount.

Book your free insurance audit by calling our 0800 number.

Go to www.businessaudit.co.nz#3 and enter your name and

postal address.

Notice that because the caller is quoting a code, or mentioning an ad

or calling a dedicated number or going to a dedicated website we can
track the source of the lead.

Power

Now that you have a method for tracking where every new lead
came from (and what they ultimately end up spending) you can do
some simple analysis to compare the return on investment for each
campaigns.

Do you understand the power of this? Great.

ACTIONS

1. Print the 9 rules of Speed and post them near your work desk.
Read them before any new marketing or selling campaign.

2. Copy worksheet on the next page to make life even easier.

Photocopy off 10 sheets and put these sheets into a clear folder.
Then track the next campaigns you do. If the campaign is worth
doing it is worth measuring.

You now have the tool to build a folder of RESULT for various
marketing efforts. You NEVER need to guess your marketing ever
again. Rather than guessing your marketing you will be measuring
your marketing.

Copyright MT2 Ltd Speed Marketing 2013

 Speed Marketing Campaign RESULTS ANALYSIS

Campaign Or Lead Source

Date the campaign, ad or promotion ran or
A
letters sent out
B Promotion Name

C Ad Code (if any)

D Targeted Market

E Total Cost of campaign

F No. of Responses or Leads Number Percentage

G Number of Sales

Sale Value
H
Price per unit______ x no. of sales:_______

I Cost per lead

Cost (E) ______ divided by the # of leads:_______
Cost per sale
J
Cost (E) ______ divided by the # of sales:_______
Net Profit (Loss) on Promotion
K (Total Sales less cost of promotion and cost of
fulfillment)

L When will you repeat this campaign? Daily weekly monthly yearly never again

M MA CPS Maximum allowable cost per sale

Comments:













Copyright MT2 Ltd Speed Marketing 2013


ACTION SHEET
Bullet #2 Buying Clients




What is a new client really worth?

Fill in the blanks

Average Value of First Purchase ________ +

Average Value Of Additional Purchases ________

Referrals value = ________ +

Total Lifetime Value _________

Gross Profit Margin x _________

Lifetime Profit Value $__________

Given the lifetime profit value how much can you afford to
buy another client like this? MA-CPS

Copyright MT2 Ltd Speed Marketing 2013

 Big Money Questions
What additional services or sales can you add to increase
lifetime value each client?
Hints
1. Is there a more profitable niche of buyers for whom
price is not a factor where you could sell at increased
prices?

2. Can you add several premium options on your service?

3. Can you offer clients other stuff once they come on

board? e.g. Would you like fries with that?

4. Can someone else offer your clients other stuff (and you
take a cut) once they come on board? e.g. a Mortgage
broker will often sell insurance?

5. Can you repackage existing services so they are worth

more to specific groups? e.g. Chocolate becomes Easter
eggs and Santa shapes to meet seasonal demands (Same
stuff, different shape)

Copyright MT2 Ltd Speed Marketing 2013

 ACTION SHEET
Bullet #3 The Starving Crowd

1. List the smaller more profitable subgroups or niches within

your market:

Copyright MT2 Ltd Speed Marketing 2013

2. Identify 4 Potential Niches And Rate Them Using This
Criteria

(Rate each area out of 10, 10 being highly, 0 being not at all)

Do they have a specific PROBLEM What is it?

Do they require urgent solution

(Motivated)
Are they already spending money to
solve their problem
Are they economically viable to reach

Do you have an advantage What is it?

3. What is the RIGHT niche(s) to target?

4. What is the wrong niche(s) to target?

Copyright MT2 Ltd Speed Marketing 2013

 ACTION SHEET
Bullet #4: Irresistible Offers

What irresistible offers could you make to trigger an explosion in

sales?

#1: The offer must be clear and #2 good value

#3: The offer should either involve a discount, a premium, or preferably

both

#4: There should be a logical reason for the offer

#5: There should be a reason for immediate action - expiration dates,

limited availability or a bonus for fast response. These all work well in
creating a sense of urgency on the consumer's part.

#6: There should be a strong, clear, direct call to action. Tell the person
exactly what you want him to do. Do you want him to pick up the phone
and call? Go to a website? Come in to a business? When? What will
happen when he does?

#7: Consider mentioning or even emphasizing your guarantee.

Copyright MT2 Ltd Speed Marketing 2013

Free online video course on The Secret of the Monkeys Fist

http://petrie.kajabi.com/fe/10589-bullet-1

ACTION SHEET
Bullet #5 Monkeys Fist


Step 1 Define your target market niche of best buyers very specifically,
make sure they can actually be reached somehow and that the segment
you select is not so small or too large as to make unfeasible.

Step 2 Identify a problem that would get the best buyers to identify
themselves in return for information solving the problem

Step 3 Create problem solving information (bait)

Step 4 Write an ad offering the info

Step 5 Choose the media that reaches the best buyers

Step 6 Write the offer that accompanies the free report when you send
it to the recipient

Step 7 Write the follow up letters/mailings/phone call scripts and

space about a week apart

Step 8 Test and measure your results

Step 9 Re run if successful or change until you find bait that works

Copyright MT2 Ltd Speed Marketing 2013

 ACTIONSHEET
Bullet #6: Increasing Prices

Lets brainstorm some ways to get your prices up without resistance

1. Increase your prices (80% do NOT buy on price as their #1

criteria so higher prices often do not have an impact on sales).

2. Add a premium option (offer them a first class or gold or

deluxe version. MacDonalds know that 30% will naturally take
the more expensive up sell option)

3. Change WHO you sell to (Identify a new niche for whom money is
not a factor or have a bigger problem). You can have a business
selling to poor people or a business selling to rich markets.

4. Create a guarantee (remove their perceived risk but charge an

additional fee). White ware and computer sellers will offer an
extended warrantee.

5. Bundle up a solution (Sell 'em 5 batteries when they only want

one, MacDonalds have Happy Meals because they dont want to
sell just a cheese burger to an eight year old).

Copyright MT2 Ltd Speed Marketing 2013

 6. Educate for the true value of the service (They dont understand
how much you do or how good your option is compared to getting
a cheaper version, thats not their fault it's yours. Sell the output
NOT the input). Who ever tells the best story wins.

7. Charge for what was previously free (change your free quote to a
'Requirements Analysis' and put a price on the analysis)

8. Continuity (put people onto a monthly plan rather than an

upfront - SkyTV vs. Freeview)

9. Cross Sell (Sell someone elses stuff and take a cut).

10. Add bonuses (use other peoples services as bonuses). A

property management client got $100 vouchers from painters,
electricians and plumbers and included it as part of the package
when the new landlord signed on with her. It made her higher
management fee seem cheap in comparison.

Copyright MT2 Ltd Speed Marketing 2013

 Enquiry Form
Yes Richard I would be interested in applying for the following services

Speaking.

YES. We are a larger firm who needs a speaker at our next conference.
Please send me more information.



Group coaching/training

YES. We are a smaller firm who would love to join a small group of
likeminded business owners over a six month period to implement client
winning strategies. We want to be held accountable to implementing and
measured over a six-month period. Please send me more information.


Private coaching/training

We are a larger firm who needs one on one assistance or independent
input with the development of a market dominating strategy or
implementation. Please send more information.


My contact details are

Name__________________________ Business name__________________________

Your position_____________________________ Number of staff_______________

Address______________________________________________________________

Country_____________________________ Website__________________________

Phone______________________________ Email_____________________________


Scan then email this form to: Julia@speedmarketing.co.nz

Copyright MT2 Ltd Speed Marketing 2013