How To Increase

Your Profits In Any

Economic Climate…
by
Peter Sun
58 Proven, Do-It-Yourself Marketing Strategies
With 103 Ads, Letters and Promotions You Can
Use To Make More Money in Your Business!!!

BONUS:
How To Make More Money
In 41 Businesses
 How To Increase
Your Profits In Any
Economic Climate

By
Peter Sun
Foreword by
Winston Marsh
A word on Testing: The Marketing Strategies in this Manual work. However you have to test
how they’ll work for you and your business. If you wish to follow the publishers advice and strate-
gies please test them on a small scale before committing your business future and your money to
them. See chapter 16 on page 67 for more details. Since conditions change you may have to ex-
periment to find out what will work for you.

A word on Copyright: A lot of business people and companies would dearly love to own the
world - so that they could rent it out.

I believe it is far more important to focus on how to serve better, improve mys elf and help others to
share any good fortune I may have.

In your own business, look at how you can keep improving, instead of worrying about your
“competition” (you are your greatest competition). Don’t think about who is going to steal your
ideas.

Just think how to give your customers even better service, greet them with an even bigger smile and
show them that you really care about them. That way they’ll never want to leave you, no matter
what anyone else does. After all, being successful in your business is about being happy and con-
stantly improving what you do, because it is also your life…

Remember: - Everyone comes into this this world with nothing and leaves with nothing. I have
never seen houses, cars or bank accounts following a hearse.

So make sure you enjoy every moment of your business and your life.

Published by Peter Sun Direct Marketing, P.O. Box 18 Bond University, 4229
Phone (075) 96 3822 Fax: (075) 96 5126
First Published February 1993
Second Edition August 1993
American Edition June 1997
Milldona Group
Phone (630) 73600468
Can you really increase your sales from an advertisement by
206%, get 980% more response to your yellow pages ad, or
sell $26,900 worth of products in less than 4 hours? Read
what others are saying….
1. A music retail store sells $26,900 worth
of products in 4 hours.
Ian Cook mailed 1,290 old customers with a letter idea
from our marketing manual. In the first 15 minutes 90
people came in the door. He had to post two “guards” to
let people in and manage the line outside the store. Al-
most 500 people came in during four hours.
The $27,000 worth of sales was at a good profit and com-
pares to $32,000 sold during the whole month last year….
Ian Cook, Owner Brown’s Music World
2. A Yellow Page Ad gets over 1100% bet-
ter result than opposition’s same size ad on
the same page.
A carpet cleaning company gets ten jobs in two weeks
from a Yellow Pages ad written by Peter Sun. This is
worth $550 in sales. Their opposition has a same size ad
on the same page and gets two calls and no sales for the
same period.
Peter Critchley, the owner said, “People commented on
how the ad made them want to use me. The ad gave them
confidence to use me and no one else. My conversion
rate of enquiries is over 90%. This compares to the 25%
to 60% that is common in my industry.”
Peter Critchley, PriceCut Carpet Cleaning
3. $195,000 worth of business at a cost of
$1,025…
A Gold Coast Glamour Studio got 500 bookings from five
ads costing $725 each. This result booked out their two
studios three months in advance. Five bookings at $390
each from one ad was the average result before they used
our services...
4. A portrait Photographer Increases sales
from a $200 advertisement by 206%.
That’s $2975 more sales per week - at no
extra cost.
Wayne had the Marketing Audit and One Hour consulta-
tion with Peter Sun. He said, “I tested an advertisement
with a different headline and lots of written information
instead of photos in it, as you suggested.
Before these changes I was getting seven bookings at
$550 from two ads costing $200 each. A total of $1,925
in sales per ad. After using the new ad as you suggested,
I got 10 bookings at about $590. For a total of $5,900 in
sales from one ad costing just $200.
That’s a 206% increase in sales and even bigger increase
in profits.”
Wayne Radford Photography
5. Cleaning Products supplier increases
new customers by 50% per week with a
new Yellow Page Ad.
Robert said: “I’ve had about 50% increase in new cus-
tomers since your ad came out. Each of these could be
worth $3,000 to $4,000 per month to me.
I was a bit skeptical. Changing from my usual ad with
my products and major supplier brand names in it, to
your ad with lots of information on why people should
buy from me was a big decision. However, your ad
worked much better.
The new customers also commented that they liked the
ad. The information in it gave them confidence to call
me rather than the other suppliers.”
Robert Letizia, Jay & Jay Industries
 Preface to the American Edition
Welcome to the world of Peter Sun Marketing! Peter Sun has done amazing things for the business
community in Australia and now is helping business owners across the United States. This edition of
How to Increase Your Profits in Any Economic Climate is identical to the Australian edition with a
few changes.

Certain Australian idioms and phrases have been changed for ease in understanding the text. In cases
of actual ads recreated here, the actual ad with Australian wording has been kept. Additionally, some
locations have been changed to reflect the American locale. Finally, the text has been exhaustively ed-
ited to make sure the principles and thoughts of Peter Sun are stated as clearly and precisely as possi-
ble.

In reading this work, make sure and try some of the promotions and campaign. Peter has often said to
me of his work:

“All you need to do is emulate someone else’s work and then DO IT!”

That’s advice everyone should heed.

Good marketing!

Millard W. Grubb
Director, Milldona Group
Agent for Peter Sun
June 1997
 Forward.
When most people go into business they know all about the product or service they are gong to sell.
Trouble is they don’t know much about getting it sold.

You see a plumber knows all about plumbing: a restaurateur knows about restaurants: and an engineer
knows about engineering. But what do they know about attracting the attention of clients and custom-
ers as buyers? The answer is very little.

There aren’t too many courses, whether they teach, plumbing, restauranting, engineering or whatever
that teach people how to create an avalanche of customers. The sorry truth is that most people in bus i-
ness don't know much about getting people into their business.

Peter Sun has created a readily readable and highly informative manual to answer the need. To help
people who are good at their business to be good in business. And being good in business is all about
having heaps and heaps of delighted customers buying what you’ve got.

This manual contains the good oil on literally thousands of concepts and ideas that will help anyone in
business to be better providers of their business.

By literally taking the great big ideas, the fantastic little ideas and lots and lots of in between ideas, Pe-
ter Sun has created a treasure trove of information for people who want to know how to successfully
capture customers.

It’s a manual that ought to be compulsory reading for anybody who is in business or thinking about go-
ing into business. And once you start reading it, you can’t put it down.

Reading this manual will probably mark a turning point in the lives of thousands of business people,
large and small. A turning point not only because of vastly increased profitability but also because it
will take out the uncertainty of survival for so many business people. It’s simply a guarantee for suc-
cess.

On a personal note, the Author, Peter Sun, lives, eats, breathes and sleeps what he proposes. His enthu-
siasm, vibrancy and dynamic approach to business and life come blasting out of every page. You’ll be
so positively affected by his philosophy and practical approach. You will never be the same again.

Winston Marsh
International Business Speaker, Nationa l President of
National Speakers of Australia
 How this Manual will benefit you….
With this Marketing manual, you will learn how to get better results in your business and have more
time to enjoy your family, friends and some of the other things that a profitable business can give you.

I’ll show you step-by-step, how to create your own winning marketing strategies and advertisements.
All aimed at increasing the sales and the profits in your business.

Everyone markets themselves...either well or badly. Marketing is about people. It’s about knowing
human nature and using this knowledge to benefit yourself and others.

If you are in business, then you are also a marketing company - whether you think of yourself as such
or not. That’s because every business is in the business of getting customers and selling products or
services to them.

That’s why the methods in this manual will apply to you, no matter what business you are in. The
proven principles you are about to learn work just as well for a tiny corner store as they do for a large,
hi-tech, multinational company.

Most companies do not close down because of too much business and too many happy customers.
They close for lack of sales and not enough customers.

There are only three ways your business can increase sales -

1. You get more new customers.

2. You have your existing customers come back more often.
3. You get more sales from each customer’s visit.

You’ll learn exactly how to maximize all three areas, to prosper and thrive in any economic climate.
Plus you’ll get practical, easy to use strategies, that you can apply to any business.

You’ll see the marketing strategies applied in over 103 ads, letters and promotions that worked. Plus in
Part 2 of the Manual, you’ll see these strategies applied in 41 individual businesses. Even if your bus i-
ness in not amongst them, you can adapt the strategies from the examples given in this section to your
business..

Best of all, it’ll make your business life more enjoyable and fun.

Enjoy it and good reading.

Peter Sun
Peter Sun

P.S. I do not wish to claim that I “discovered” all the ideas I present to you in this Manual. I got lots of
inspiration from The Results Corporation, from Jay Abraham and other people’s philosophies. What
I’ve attempted to do is apply them in my business and put them into a package that will make it easy
for you to understand and apply in your business.
 Contents - Part 1:
Forward……………………………………………………………………….……..by Winston Marsh
How this Manual will benefit you………………………………………………….……...by Peter Sun
PART 1: 58 Marketing Strategies To Increase
Your Profits….
1. Why marketing is the easiest way to make money
in your business……………………………….page 2
2. The 6 Marketing Principles you must know to
make your sales soar…...……………………...page 4
3. How you can be a top Marketer. The “Secret
Method” every successful ‘Marketing Expert’ uses
………………………………………………...page 7
4. How to collect your customer’s names - use them
to make extra profits - and turn them into a saleable
asset…………………………………………...page 9
5. Your Yellow Pages ad - A simple technique to get
you up to 980% better result - at no extra cost
……………………………………………….page 14
6. How to make powerful offers to instantly attract
new customers to your business……………..page 21
7. How to write headlines that will get you up to 19
times greater response to all your ads, letters and
brochures…………………………………….page 28
8. How to use Direct Mail to quickly increase your
sales and profits……………………………..page 32
9. How to increase your profits by giving money
back to your customers………………………page 40
10. How to write newspaper and magazine “ads”
that are 600% more profitable than “standard” ads
…………………………………………...….page 44
11. How to get FREE products, money and market-
ing support from your suppliers…...……......page 50
12. Eleven tested methods to increase selling power
of your ads, letters and promotions…………page 54
13. How to guarantee 10%, 25%...or 50% more
sales by asking a simple question…………..page 59
14. How to use the U.S. Post Office and Ma Bell to
triple the inquires and sales in your business
……………………………….……………...page 61
15. How to get customers to tell you what you
should be selling to them - and to thank you for
asking ………………………………………page 63
16. Six ways to monitor and test all your marketing
efforts - to generate maximum results from every
Marketing Dollar you spend………………..page 67
17. Nine quick ways to raise cash for your busi-
ness - NOW…………………………………page 71
18. How to make lots of money - and be happy
………………………………………………page 79
...go to next page for Contents - Part 2:
 Contents - Part 2:
PART 2: The most effective ways to make more money in 41 Businesses…….…….page 81

The most effective ways to make money in 41 Hardware Stores………………………..page 111

businesses………………………………..page 83
Health Foods…………………………...page 111
Accountants……………………………...page 83
Hotels…………………………………..page 112
Bakeries………………………………….page 85
Insurance/Financial Advisors………..…page 115
Bike Shops………………………………page 87
Jewelers………………………………...page 117
Builders………………………………….page 87
Newspapers and Magazines……...…….page 117
Car Dealers………………………………page 89
Newsagents…………………………….page 118
Car Servicing…………………………….page 90
Plumbers…….………………………….page 118
Carpet Retailers………………………….page 90
Plant Nurseries…………...…………….page 118
Carpet Cleaners………………………….page 94
Petrol (Gas) Stations/Car Wash………..page 119
Children’s Clothing Shops………………page 94
Printers……………...………………….page 120
Clothing Retailers……………………….page 95
Real Estate Agents……………………..page 123
Computer Hardware……………………..page 97
Restaurants……………………………..page 125
Computer Software……………………...page 97
Shoe Stores……………………………..page 129
Dentists…………………………………..page 98
Solicitors (Lawyers)……………………page 130
Dry Cleaners…………………………….page 98
Supermarkets/Food Stores……………..page 131
Fast Foods/Carry-Outs…………………..page 99
Travel Agents…………………………..page 132
Florists………………………………….page 100
Video Stores…………………………....page 133
Franchising…………………..…………page 101
White Goods (Electronics)……………..page 134
Fruit Shops……………………………..page 101
Wholesalers/Manufacturers……………page 134
Furniture Stores………………………...page 103

Gyms/Health Clubs…………………….page 105 Bibliography……………………………page 135

Hairdressers…………………………….page 108
 Part 1:

58 Marketing Strategies To
Increase Your Profits….
 Why marketing is
1
the easiest way
to make more money
in your business….
Used correctly, marketing can be the single big-
gest profit-making tool, you as a business person
has, to boost your business and profits.
Consider this…
You can put your money in the bank, in shares or buy
some real estate. You’ll get a return on investment of
10%, 20% or if you borrow money against the house
you may even get 30 or 40% return.
On the other hand, money invested in marketing of
your business will without doubt give you - your big-
gest single return on investment - greater than any other
form of financial investment.
How come?? Well, simply because a single advertise-
ment, properly targeted, with the right headline and of-
fer, costing say $200, can bring returns of perhaps
1,000% or more within days.
Calculate that increase over a year. Can you see why
marketing is the easiest way to make more money in
your business?
Let us say you are already running an advertisement
and getting five calls a week from it. You change a
headline and now you get eight calls a week. What if
you raise your number of sales from two out of the five
people who call, by just one more sale. That is 52 more
sales in one year, plus the extra sale from the other
three calls and now you have 104 more sales over a
year. How much extra profit did you just make with
the same cash outlay?
That’s leverage and you can do it in your business.
All you have to do is experiment, test different offers,
headlines and target the right groups of people.
A restaurant called The Elephant Rock Café sent their
customers a letter with the offer of a FREE dessert.
Only three people out of 100 came in on that offer.
Why marketing is the easiest way to
2 make more money in your business….
The next month they sent another letter offering new
customers $10 credit for the next month only. (See fig-
ure 2).
The response - 18.8% at an average sale of $52.20.
That’s $991 for every 100 letters sent.
Better than leaving your money in the bank, isn’t it?
In the early days of my marketing career I placed an ad-
vertisement with the headline “Spa Bath” under the For
Sale column in the classifieds. The result was two calls
and no sale. The next week I tried the headline “Sex is
Free” and described the fun of having a spa with the
ending… ‘and what you do in it is your business.’ The
result - 11 calls the same day and it sold at 8 am the
morning it ran. That’s a 550% increase in response.
(See Figure 1)
I am not saying to use sex is free in your advertising,
it’s just an example of what a difference in results you
can get with one approach over another.
Another advertiser running an advertisement for a Do-
It-Yourself hair treatment product headlined, “New
Home Permanent - Conditions As It Curls” received
100 replies. The second headline was title “Girls...
Want a Fast Permanent.” This one received nearly 300
replies. That’s almost 200% more. This advertisement
ran every month for years. By changing the headline
the business received 2,400 more replies in a year.
And that was just in one magazine!
Can you use leverage in your business? Or course you
can. It works for every kind of product or service. All
you have to do is keep testing, experimenting, leverag-
ing…
….And, banking more money every day.
SEX IS FREE
I have a 1500 x 1500 corner spa
in mist gray and gold. It was
once worth $1700 and is still in
its original wrapping. I have
moved it 3 times and frankly I
am sick of moving it. You can
use it for lots of things. Give
me $900 cash and it’s yours
563330 a.h.
935450 b.h.
Figure 1 - This little ad cost $30 and received 550% more
response than a conventional For Sale advertisement.
Eleven people called and it sold at 8 am.
 ELEPHANT ROCK CAFÉ

Currumbin
1st May, 1992
Friday 4:25 pm

Dear Bill & Patricia

Thank you for taking the time to enter our draw for a dinner for two and for your
suggestions and comments.

The dinner was won by Peter Wildman from Currumbin. Don’t despair if you
weren’t the lucky winner. We have some good news for you. As a thank you for
entering our draw, we’re offering you a consolation prize.

Bring this letter with you next

time you come for dinner and it will
be worth $10 off your meal.

You can come any Wednesday, Thursday, Friday or Saturday evening until the
end of May.

Incidentally, Wednesday and Thursday evenings are a great time to come in.
You’ll be entertained by the mellow music of Tony Drouyn and his guitar.
Keep in mind that this month the full moon will be on the 17th of May…

Since Autumn has arrived, we’ve moved our wood fire heater back into the
restaurant. With the sails unfurled you will enjoy cozy fire-side dining. You’ll
love the warming winter treats included on the menu.

And what about a hot, frothing cappuccino from our new Espresso Machine?
You can enjoy a free one at the Elephant Rock Café (just bring in the enclosed voucher).
It is delicious!!

Thank you again for taking part in our draw and for your suggestions. You’ll see
some changes over the next few months that will make your dining with us even
more enjoyable. We’re looking forward to seeing you soon.

Leonie

P.S. Please book by calling 98 2133. We’ll make sure you’ll enjoy your meal
with that special Elephant Rock.

Figure 2 - This letter got 18.8% response. First time customers filled out a Win $40 FREE Dinner competition coupon and
customer survey (see page 13). One hundred people were mailed to, and 18.8% responded and spent $52.20 on average, per
letter back. That’s $991 for every 100 letters.
Why marketing is the easiest way to
make more money in your business…. 3
 The 6 Marketing
2
Principles you
must know to make
your sales soar...
Out of every ten businesses we look at, nine will not be
following at least four of these principles. Put these
money making principles into action and your bus i-
ness profits will instantly increase.
Marketing Principle No. 1: Monitor the
response to all your marketing
and advertising efforts.
Most business owners I speak to have no idea whether their
advertisements, letters and other promotions are working or
not. They spend $100, $500 or $1,000 on a particular ad-
vertisement or promotion every week just because they feel
they should.
This is absolute lunacy.
As a business owner you should NEVER, I repeat NEVER
run any promotion unless you have a way to monitor the
results.
Let me ask you - would you place an order with any sup-
plier and pay for it without having any idea whether you got
the goods or not? I bet you wouldn’t. Well, believe it or
not, it is no different to placing an advertisement or sending
a sales letter. You should know exactly what you get for
your money.
Anyone who says to you, “Just keep your name out there
and you’ll get results somewhere down the line,” is simply
wasting your money. And yet that’s exactly what most of
all the advertisements I see do. At best they get deferred
results. At worst - and that’s in 95% of the ads I look at -
they achieve no purpose whatsoever.
You must monitor everything you do. This is the backbone
of all your successful marketing.
Marketing Principle No. 2: Find and
develop your Unique Selling Advantage.
Why should I buy from you? What can you offer that the
fellow down the road can’t? Remarkably nine out of ten
The 6 Marketing Principles you must
4 know to make your sales soar...
people in businesses I consult with cannot answer that
question clearly and convincingly.
Most businesses make the “me-too, I am here and that’s
why you should give me your money” appeal to their
customers. If you want your business to grow you must
first determine what you can offer that the others can’t.
A bamboo-furniture store on the Gold Coast offers to let
his customers try and see a lounge or dining suite at
home for a week...before they buy it. No obligation.
Does it work? You bet it does, nine out of ten items that
go out on that basis are sold. It’s his Unique Selling Ad-
vantage.
What’s your? It can be lower prices, longer warranty,
you are quicker, smarter, you have a wider range...and so
on. Your Unique Selling Advantage should be used in
all your headlines, and letters to your customers.
Marketing Principle No. 3: Test different
strategies, advertisements and prices.
How do you decide what products you sell and what
strategy and price you will use? It is amazing how busi-
ness owners simply “know” what will work and what
won’t. Instead of letting the marketplace and customers
tell them by testing a number of strategies on a small
scale.
You can make a whole heap more money by testing.
If you want to maximize the return from your business
you have an obligation to conservatively test and let the
market tell you what it wants.
If you have salesmen in the field or you are running an
advertisement or sending a sales letter, you owe it to
yourself to try different approaches, sales pitches, offers
and headlines in your ads.
Why? Because a different approach used by one of your
salespeople may be getting 30-50% better result than the
others. Wouldn’t it make sense to have every one of
your people use this new approach? And then have one
of your people test yet other ways to increase this new
level of results? Of course it would.
You should test price. Let us say you are getting ten
calls a week. Out of those ten calls you sell four items
for $400. What would happen if for one week you tried
to sell them for $350. How many would you sell and
would you make more profit? Another week you should
test $500 and monitor what that sales-price does to your
sales and profits.
price or make any other proposition to your customer -
always tell them the reason why.

Why is your price cheaper then your competitors? Is it

because you have a lower overhead or because it is a
line you no longer carry? Will you still give me good
service? Is there something wrong with the product?
Your customers want to know why. Tell them.

Why should I give you my business instead of your

competitor? Please tell me. I am a customer and I
want to know.

If your price is higher tell me why? Is your product

twice as strong, does your suit have triple the stitching,
do your plants really last in the sun?

The more factual, credible and believable are the rea-

sons you give me for dealing with you, the more likely
I am to give you my business.

Please, please tell me. I am a customer.

Marketing Principle No. 6: Mail

your existing customers.

Most people make a sale to a customer and then go out

looking to find a new one.

It is five times, yes five times easier to sell some-

thing else to anstomers.
If you have a repeat product such as shoes, why
not take the customers size, favorite color and mail
them with advance notice of new lines? Or with
first notice on specials in their size?
A men's-wear shop sells more in his “Customer
Only” four day sale then in a month of normal
Your Action Plan
1. Am I monitoring my marketing? If not,
how am I going to monitor it in the future?
_____________________________________
_____________________________________
_____________________________________
_____________________________________
_____________________________________
2. Testing - What can I test and how? (Price,
guarantee, headline, etc.)
_____________________________________
_____________________________________
_____________________________________
_____________________________________
_____________________________________
3. Am I mailing my customers? If not, when
can I start and what offer can I make to them?
My first mailing will be on: ______________
I’ll offer: _____________________________
_____________________________________
_____________________________________
_____________________________________
_____________________________________
_____________________________________
_____________________________________
The 6 Marketing Principles you must
6 know to make your sales soar...
trading.
Every business can profit from add-on sales. If you
do it consistently and test a few approaches, you
will make more money with this method than in the
original sale!!!
4. My Unique Selling Advantage is…(you
can have more than one).
_____________________________________
_____________________________________
_____________________________________
_____________________________________
_____________________________________
5. Have I ever done a customer survey? If
not, see chapter 15 for ideas on how to ask the
right questions. What questions can I ask my
customers?
_____________________________________
_____________________________________
_____________________________________
_____________________________________
_____________________________________
Other Action & Ideas: __________________
_____________________________________
_____________________________________
_____________________________________
_____________________________________
_____________________________________
_____________________________________
_____________________________________
_____________________________________
_____________________________________
 How you can be a
3
top Marketer.
The “Secret Method”
every successful
Marketing Expert
uses...
How did every marketing expert start? In fact how did
anyone who becomes great in their chosen business or
personal field begin? What is their “Secret?”
Every successful ‘Marketing Expert’ started by emulating
someone else. Emulating is a fancy word for OBSERVE,
STUDY and LEARN FROM.
You are surprised? We learn to walk, to talk, to write, and
even to love from the people around us. You started a bus i-
ness because you saw others doing it. You learned to drive a
car by seeing someone else first and then doing it yourself.
Even Michelangelo began by copying someone else’s painting
style.
I decided to learn about marketing after losing everything in
my first business. I had no idea how to start. Then I read
something very interesting written by Gary Halbert. He is a
‘Guru’ of direct mail and has probably written more success-
ful direct response advertisements and promotions than any-
one else living today.
Gary said that the way to write great letters and advertise-
ments was to sit down and copy out - in your own handwrit-
ing - the best ads and letters you can find. The ones that made
the most money.
What happens is that the writer’s way of thinking actually im-
prints on your mind after you have done it a few (hundred)
times. Let me tell you - IT WORKS.
If you want to be good at anything,
find the most successful people or
businesses and learn from them...
Ask them how they got to be so successful. People love to
talk about their successes. You can get 20 years of experience
in half an hour if you ask the right people the right questions.
Try the words…
“I have a problem and I need your help.”
People want to help others. Remember when you were lost
and asked for directions? How helpful most people are. You
just have to ASK…
Use this approach and remember...the way to repay someone
for helping you, is for you to help someone else in the future.
Make the good deeds go around and share your knowledge to
help others.
Start a marketing ideas file for your business. Every time you
see an advertisement, a direct mail letter, or a flyer that at-
tracts you, keep it. Record good TV commercials. Ask your-
self, what advertisement or sales approach did I respond to.
What business do I like to go to, and why? Become a market-
ing “Sleuth.”
Observe others - when something irritates you - write it down.
I hate it when they ask me to open my bag when I am walking
out of a supermarket. Why? Probably because on an uncon-
scious level it seems as if they are saying, “We don’t trust
you.” I have even avoided walking into some stores for that
reason.
They don’t do it at Marshal Field’s, or Nordstrom or in the
successful franchise stores. Why do they have to do it? Why
punish the 97 people who are honest, for the three who are
not? That seems like bad business to me. What would happen
if they focused on giving better service instead? I’ll bet their
profits would increase…
Please DO IT - observe, learn and apply it in your business.
Ask others in your business to come up with ideas and re-
ward them. People like to be acknowledged. That is the rea-
son for the success of some of the MLM companies. Their
Rah-Rah meetings with their gold, silver and diamond pins
being given to achieve are good examples of people recogni-
tion that works.
The same thing happens in sports. People get excited when
they score a goal. Can you apply that knowledge in your busi-
ness? Do you have goals for you and your team?
There is a new and very successful department store called
Nordstrom. In their shoe department, the sales are up to nine
times greater per square meter, compared to shoe stores in
Australia.
Why is that? Well, for a start, the staff always bring back
three pairs of shoes from the stock room when serving a cus-
tomer.
How you can be a top marketer. The “Secret
Method” every successful Marketing Expert uses… 7
“The style and color requested; a different color of
the same style; and a selection made by the em-
ployee.”
They also take note of your shoe size and the style
of shoe you like. They mail you with special offers.
They have special sales for ‘your shoe size’ and
customer only previews of new styles. All this
gives you the message, “We care about you: our
customer.”
How can you apply that to your business? In a
video store you could always bring another two se-
lections with each customer request. A fashion
store can do the same when you ask for a particular
size. A car dealer can offer to test drive two cars
that he picks, based on your first selection. A res-
taurant can give you a sample-taste of other dishes
on their menu, and so on…
Your Action Plan
1. Do I have a marketing ideas file or scrap-
book? _______________________________
2. What are my favorite businesses and why?
Business No. 1: ________________________
_____________________________________
_____________________________________
_____________________________________
Business No. 2: ________________________
_____________________________________
_____________________________________
_____________________________________
What is unique about their service or product?
_____________________________________
_____________________________________
_____________________________________
_____________________________________
_____________________________________
_____________________________________
_____________________________________
_____________________________________
_____________________________________
How you can be a top marketer. The “Secret
8 Method” every successful Marketing Expert uses...
Start asking yourself, “If it works for them, why not
for me?” Find out, test it. Do it for a week or a
month. What have you got to lose?
And, most importantly…
Talk with your customers. Ask them what
they want and give it to them.
Your customers will always tell you exactly what
you should be selling, how you should be selling it
and how much you should sell it for. They tell you
by their willingness or failure to spend their money
with you.
Start being a “Marketing Expert, “ NOW. It’s eas-
ier than you think.
3. Have I ever asked my staff how we can
improve our business?
_____________________________________
4. Do I know any other business with a great
service, excellent pho ne manner, or anything
else my business could use?
_____________________________________
_____________________________________
_____________________________________
_____________________________________
_____________________________________
Other Action & Ideas: __________________
_____________________________________
_____________________________________
_____________________________________
_____________________________________
_____________________________________
_____________________________________
_____________________________________
_____________________________________
_____________________________________
 How to collect
4
your customers’
names, use them to
make extra profits,
and turn them into a
saleable asset...
It is five times easier to sell something to an existing
customer than to win a new customer. You must
capture all your customer’s names and details.
Here’s how to do it…
The simplest way to capture all your customers names is
to ask them. You will be surprised how happy most peo-
ple are when you ask them to be on your “Special Cus-
tomer List” or on your “Customer Club.” You can have a
pad on your counter with something like this on top of
it…
Special Customer Club
To receive first notice of new product arrivals, customer only sales,
and product information please write your name and details below.
Name Address Phone Any other information you want
Then you simply ask your customers…
“Would you like to go on our Special Customer list?”
They’ll love you for it!
I saw this method used at a Brisbane market. The name
collection pad was just lying on the table and the people
were lining up to put their name down.
A health food store owner in Nowra, south of Sydney,
said his customers thank him and feel honored for the op-
portunity.
Another way to collect names, is to make an offer on a
sign in the store. Something like - “WIN $100 Worth of
Products” (see page 11), “A $50 Wardrobe Consultation,”
“A Subscription to a magazine,” - or anything else that
your customer is likely to find useful and attractive. Have
a name collection slip on the counter for them to fill in.
And always tell your customers why you are collecting
their name. They probably know you are going to mail
things to them. Tel tell them anyway. That way they’ll
look forward to it.
The third way to collect names is to have a section on your
warranty card or on your cashier receipts. Either you or
your customers can fill them in. Make sure you get all the
relevant details you’ll need - their birthday, shoe size if
shoe store, hair type and color if you are a hairdresser, the
age of child if children's store - in fact anything you will
need to serve them better and make them feel more impor-
tant. Plus you may want to add a “How can we improve
our service to you?” with a space for their comments.
Now that you have collected all your customers’ name I am
going to tell you…
How to make extra profits
with your own customer list.
First thing you should do is to thank your customers for
shopping with you. At the same time, this will reassure
them in their decision to shop with you.
This letter will be enough to send a large percentage of
them into shock and disbelief…
When is the last time YOU received a thank you letter for
spending your money with someone?
I DID!! About eight years ago I had some shirts and trou-
sers made in Hong Kong. I got a HUGE surprise when a
Christmas Card arrived in my mailbox from the tailor.
Guess where I went to buy more shirts when I visited Hong
Kong some four years later? That’s right, the same tailor.
I wonder how many tourist businesses in Australia send
“Thank You” notes and Christmas Cards to their custom-
ers?
What else can you do with your customer list? Well,
you can ask them what you can do for them in the future,
and at the same time, how you can improve your service to
them. Just by asking you show your customers that you
care more about them than Jack does down the road.
An accountant asked his clients what they wanted. He dis-
covered his clients needed help in managing and marketing
their businesses. He was able to get business which other-
wise would have gone to someone else…
Even if you haven’t got what your customers want, you can
always find someone who has and promote their products
for a percentage of the profits.
How to collect your customers’ names, use them to
make extra profits, and turn them into a saleable asset… 9
 Once your customers tell what they want,
you can start to make all sorts of offers
based on that information.
You can have “Customer Only Specials” not available to
the general public. Give them first choice on new items.
You can even pre-sell products or services to them.
A children’s store owner calls her best 20 customers
when the new season’s clothes come in. Almost every
customer comes in and buys something. If it works for
the top 20 customers, wouldn’t it work for the others?
It’s easy to test. You don’t have to mail or phone all your
customers at once. Mail 100, 500 or 1,000 and see if they
respond. If they do, then you mail the others.
Another way to make extra sales is to keep educating
your customers about your products, your service, your
field or expertise and how they can benefit from them.
A builder in Clayton, Victoria, has a brochure called “ A
Survival Guide...How to Avoid the Pitfalls of Extending
Your Home.” A furniture company sends a report on “15
things you must know about designing and decorating
your office.”
A restaurant can send special cooking tips. An account-
ant can give “7 Little-known Secrets to Reduce your Tax
bill this year.”
What can you offer? Find out and start mailing
NOW!!
How often? Well, it’s highly unlikely that you will mail
to your customers too much. Every three months should
be a minimum. You should mail something every two
months or so. Again - TEST what will work for your
Your Action Plan
5 ways I can collect my customers’ names and
details are…
1. ______________________________________
2. ______________________________________
3. ______________________________________
4. ______________________________________
5. ______________________________________
How to collect your customers’ names, use them to
10 make extra profits, and turn them into a saleable asset...
business.
Let me review the benefits of having a list of your
customers…
You have collected your customer names, asked them
what they want, and designed all sorts of offers and in-
formation based on their feedback.
You have determined the mailing frequency that works
for you and you have monitored the results from each
mailing.
Now you have a SALEABLE ASSET. How come?
Well for a start - you can offer to do mailings for other
people’s products - for a share of the profits. You can
“rent” your customer list through a broker. You’ll get
anywhere from $150 to $500 for a thousand names every
time someone rents your customer list. However…
The biggest benefit of having a mailing
list of your customers’ names comes
when you want to sell your business.
With your mailing list and proven results of mailings,
you can prove to any prospective purchaser the amount
of money they will continue to make. Mail order busi-
nesses are easy to sell because you can tell exactly what
the business is worth by the size of the customer list and
the respons e to past promotions. You now have the same
advantage.
Your goodwill is no longer some imaginary, intangible,
airy-fairy figure. It’s a proven and tested customer base
that you can show to purchasers. OR, you can sell the
business and keep the rights to your customer list. Then
you can continue to find new products to mail to it.
Other action and ideas
________________________________________
________________________________________
________________________________________
________________________________________
________________________________________
 Win $100
worth of any products
in this shop.
Be on our mailing list to receive up to date information on
new products, tips on how to be healthier and first notice on
any special offers.

It’s easy...Just fill in the card and drop it in the box pro-
vided next to the counter. You don’t even need to buy any-
thing.

The prize will be drawn...Here, on Saturday the

__________________ of __________________1992,
at 11 a.m.

P.S. If you are in the store at the time of drawing, we’ll

double your prize to $200!!

Figure 3 - This sign with name collection slips next to it, was used by a health food store to collect
names. Most customers are delighted to write their name on your mailing list.

How to collect your customers’ names, use them to

make extra profits, and turn them into a saleable asset… 11
 Yes, I’d like to win $20 worth of products and receive first notice of new products, special
offers and new information on health and environment. (Please print your details).

First Name: ______________________________ Surname: ___________________________________

Address: _____________________________________________P/Code: ________________________

Telephone no: _______________________________(Home) ____________________________(Work)

Your Husband’s/Wife name: ___________________________ Your Birthday & month ____________

Any health concerns/areas of interest? Please list: ___________________________________________

Figure 4 - This name collection slip was used with the Win $100 store sign (see Figure 3) to collect names.

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Phone: ________________________________________
PO Box 264
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Figure 5 - This appeared in the newspapers. The store is collecting names by using a customer club theme.

How to collect your customers’ names, use them to

12 make extra profits, and turn them into a saleable asset...
 Win a dinner for two
at the Elephant Rock Café
As a thank you for being one of our guests, you could win a dinner for two, worth $40.
The dinner will be drawn on the 31st of May 1992. To enter the drawing just fill in the
details below. We will also be pleased to include your name on our special customers
list to inform you of all events at the Elephant Rock Café.

(Please write in print)

Fist name: _________________ Surname: _________________________________
Home address: _______________________________________________________
_______________________________________Post Code: ___________________
Home phone number:(____)_________________

Date of birth: Day_______ Month_______

Your partner’s name: ________________________________

Your partner’s date of birth: Day ______ Month ___________

Help us make your experience at the Elephant Rock Café even mo re

enjoyable. Your comments are the best way for us to continually
improve our service.

What did you like the best and why? _________________________________________

_______________________________________________________________________

What did you like the least and why? ________________________________________

_______________________________________________________________________

How did you hear about us? ________________________________________________

How often do you visit us? q 1st time q Twice a month

q Once a month q Other _____________________________________

What else can we do to improve our service? __________________________________

_______________________________________________________________________
_______________________________________________________________________

Figure 6 - This is the name collection method used by a restaurant. It was given to customers after they
finished their dinner. It also gives the restaurant suggestions on service, food and décor improvements.

How to collect your customers’ names, use them to

make extra profits, and turn them into a saleable asset… 13
5 Your Yellow Pages
Ad: A simple
technique to get you
up to 980% better
result - at no extra
cost…
87% of the people who open a Yellow Pages have al-
ready decided to buy. They just aren’t sure who from.
Your Yellow Pages advertisement must focus on the
reasons why they should buy from YOU.
What is the thing that strikes you when you open the Yellow
Pages? Go on, have a look. You’ll notice that 99% of all the
ads look pretty much the same. Name of company at the top,
products or services supplied below, plus a pretty drawing or
a photo of whatever they are selling. You probably think: “It
must work and that’s why they are all the same…”
Actually, the reason the ads are all the same is because they
all copy from each other. It’s a lot easier for the person de-
signing the ad to make your ad look just like the others. It
actually takes at least four times as long to create an ad like
the ones at the end of this chapter. You have to spend the
time and find out what unique advantage you can offer to the
prospective customers.
So, how do you write an effective Yellow Pages ad? Before
I tell you, let me give you something you must remember not
only for Yellow Pages but for all your other advertising as
well.
Tests of monitored ads prove that people are
five times more likely to read what is,
(or looks like ) an editorial article,
than that which is obviously an ad.
And the other thing to remember is that when people open
the Yellow Pages book, they are looking for a “solution.”
For example. Imagine you have a legal problem. You don’t
just want a lawyer. You want someone who is going to listen
to you. Someone who will care about you and your prob-
lems. Someone who will be available and return all your
calls and do your work on time and correctly. (See page 15.)
Your Yellow Pages Ad: A simple technique to get you
14 up to 980% better result - at no extra cost….
If you are a bride, you wouldn’t want just any bridal dress,
you’d want to look beautiful. You’d want your dress to be spe-
cial. (See page 16.)
Likewise, if your car engine breaks down, you don’t just want
it fixed. You want to make sure it is fixed properly and
quickly - the first time. Because you’ll be without a car while
it’s getting fixed, a loaner car will be just great. (See page 16.)
Remember that the people looking at your ad have already se-
lected the classification relating to your business. You don’t
need to sell them on the need to buy your product or service.
They look in the Yellow Pages because they don’t know who to
call. That’s why…
You need to sell them on the “reasons why” the y
should choose you over another business.
Get the reader’s attention with a strong headline, and give them
reasons why they should choose your company as against your
competitors in the Yellow Pages. Ask them to call you to get a
free report, make an appointment or to get some free advice.
The way to test what will appeal about your company is to run
the same ad you want to place in the Yellow Pages in other me-
dia and test your headlines and different approaches to get the
best result. Find the most successful version and place that ad
in the Yellow Pages. Since it only comes out once a year it is
far too costly and time consuming to test these different ver-
sions in the Yellow Pages themselves.
Here are four things you must do to increase the
results from your Yellow Pages ad.
• Offer something extra to the reader in the headline. It can
be advice, a report, a sample of the product or a guarantee.
And please, your company name is not a headline that will
get you sales from new customers.
• Tell the reader exactly why they should call you rather than
someone else.
• Be specific in your claims.
• Offer a strong guarantee.
Let’s say you are selling tiles. To say you have good service,
great prices and largest range of tiles means nothing. Every-
body makes those general claims. Give specific information
such as…
We have 3456 different colors and styles to choose from,
same day Free delivery and prices 24% lower be-
cause we import directly - saving you the agent’s
commissions. Or, if for any reason you are not
satisfied, we’ll give you a refund. Now that’s
specific.
Specific information simply gives a much
stronger and believable reason to call your com-
pany.
Another way that may increase the response
to your Yellow Pages advertisement is to put
your picture in it.
Photos catch the eye first. Newspaper stories al-
ways have a picture of the people and we are at-
tracted to looking at faces of people. Put a smile
on your face and a caption under your photo!
Captions get read almost as much as headlines.
Go through the Yellow Pages and make note of
the ads with a benefit headline and lots of copy.
Call them and ask them if their advertisement is
getting results for them. Most will be happy to
Do You Need Help - Fast?
Here are 6 reasons why you should call
XYZ Solicitors today...
1...You’ll find we listen to you - to find out
exactly what you need. Your case may be
won or lost on a tiny detail. We’ll make sure
we have all the facts first.
2...Your case will be handled by a
specialist - we have handled over 4,986
cases. From Accidents, family matters to
criminal and property conveyance. All our
partners have at least 5 years experience in
their field of law.
3...You’ll get fast service - you pay us by
the hour - we’ll go straight to the point with-
out wasting your time and money.
4...You get your own solicitor - once we
know what you need, you’ll get a partner to
be on call for your convenience. You can
even call him at home. We are not 9 to 5
Call now to arrange your FREE Consultation.
Phone 123 4675 or visit us at Any St. Your City
Figure 7 - This Yellow Pages Ad has an attention getting headline, plus lots of reasons why you should choose this
particular firm of lawyers (solicitors). They offer a FREE 1 hour consultation and a booklet. This is always an
attractive proposition. This sort of ad will attract you if you are looking to choose a lawyer.
tell you if their advertisements work or not. Use
these magic words… “I have a problem and I need
your help.” They work!
The basic principle in writing your ad is - The more
information you give, the more you sell.
Use the principles I’ve given you and make sure you
do get your Yellow Pages ad working as effectively
as possible.
You must monitor all your phone calls, and if your
investment in the Yellow Pages is large, consider in-
stalling a separate phone line with only the Yellow
Pages number. This will tell you exactly how many
calls you get from your advertisement.
GO ON - put in the time and follow the tips I have
given you.
It will bring you results to make it worth your while.
If you want help with your Yellow Pages ad
Call me (630) 736-0468
people at this firm. Photo
5...Call for our free
booklet - “25 Things
you should know
about XXX law.”
It’ll explain in plain
language what your John Bob - Solicitor
options are.
6...FREE 1 hour consultation - we know
that most people aren’t sure about their
legal position. To get to know your situa-
tion and find out if we can help you, we’ll
gift you the first hour - worth $150. It
may be all you need!!
Your Yellow Pages Ad: A simple technique to get you
up to 980% better result - at no extra cost…. 15
87 beautiful colours… FORMAL WEAR RENTALS
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The Fabric Shop 411 5777 THE

THE
FABRIC
FABRIC
308 Victoria Ave, Chatswood.
Just 5 doors from Archer St. & Chatswood Chase, Fax . 419 2545 SHOP
SHOP

Figure 8 - The benefit headline in the ad on the left plus good information in the ad will always work better. Compare
it with the ad on the right. It tells you virtually nothing to make you want to call them.

Car Owners: Get Your Engine Photo

Fixed Quickly By The Expert
Here are five good reasons why you should
call the Engine Shop now.
1. You get your car fixed right the first time. In 7 years our tradesmen, some
with 20 years experience, have re-conditioned over 6,450 engines and parts. In the last 2
years we have installed $110,000 worth of specialists equipment to get your car fixed
quicker and save you money. Mick Neilson
2. Your Unique Guarantee. If we don’t have your car ready when we say we will, The Owner
we’ll pay you $50 c ash for every day we are late. Plus you get a 40,000 kilometer/two
year warranty on all parts and labor, giving you peace of mind.
3. You get a FREE loaner car. You’ll be able to get around and do all the things you have to, while your engine
is being fixed.
4. Bring you car in for a FREE engine analysis. We’ll give you a written report on Free Booklet
the condition of your car’s engine.
5. Call for our FREE booklet. “How to look after your car’s engine,” containing tips How To Look
on saving money on petrol and oil, servicing, plus more. After Your
Car’s Engine

Some of our services include… The Engine Shop

Car and Marine Engine Reconditioning

Call now for
• Cylinder Head Reconditioning • Crankshaft Grinding your Free Copy
• Reboring & Re-sleeving • Dynamic Engine &
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Trade Enquiries Welcome

Ph: 75 1800 Fax: 75 2435 MTA Q

The Engine Shop 1/3 North View St, Mermaid Beach

Figure 9 - This ad received ten, yes ten times the response compared to the “standard” ad placed last year - 10
calls per week resulting in 2 to 3 jobs worth $3,200 per week. That’s an extra $136,000 a year. That’s 980% of
leverage for only a slightly higher investment.

Your Yellow Pages Ad: A simple technique to get you

16 up to 980% better result - at no extra cost….
 Test Yourself: Which ad got better results?
These two ads appeared in the 1993 Gold Coast Yellow Pages. They are on same page and are
both the same size. Have a good look at them. The answer appears on the next page.

VIP CHEM-
CHEM-DRY
CARPET ∗ Fast Service
CLEANING ∗ Dries quickly
∗ No steam, shrinkage or
Picture of a damp odor
cartoon vacuum ∗ Removes most stains
cleaner cleaning.
∗ No sticky residue to resoil
∗ Non toxic
∗ Lounges Cleaned

PH: 94 7079
COVERING THE GOLD COAST
OFFICE 22 GARY PLAYER CRS, PARKWOOD

HOME OWNERS: How to have

clean, fresh smelling, ready to walk on
carpets in less than 1 hour…
1. Our $9,500 carpet cleaning machine has a hydraulic pump shooting water out at 4 - Photo
8 times the pressure of conventional machines. This means even deep lodged dirt parti-
cles are cleaned from the carpet, leaving it cleaner and brighter for up to 34% longer.
Saving you time and money.

2. FREE de odorizing worth $10 - we’ll leave your carpet cleaner and smelling fresh at
no extra cost.

3. On Time Guarantee - You’ll never be left waiting with our company. If we are late
we’ll take 20% off your quoted price. Peter Critchley -
The Owner
4. We’ll move any furniture if needed and put it back after we finish. Your carpets are
ready to walk on immediately and dry in around an hour - depending on the weather.

5. FREE Estimates and Report - We’ll come to your home and tell you exactly what treatment your carpets need.
Ask for our free report: “20 most common carpet stains and how to get rid of them.”

6. Our guarantee: If for any reason you are not happy with our work, we’ll re-do it or give you your money back.

PriceCut 008 812 843

FREE CALL

OR 018 764 551—ROBINA

Carpet Cleaning

We clean over the whole Gold Coast & Hinterland

Your Yellow Pages Ad: A simple technique to get you

up to 980% better result - at no extra cost…. 17
 Which Ad worked best:
The answer from the previous page.
Over 86% of people I ask pick the top ad. Were
you one of those??
Here’s the answer based on actual results. During
a two week period, the top ad with the headline -
VIP CHEMDRY - received just two calls. The
bottom ad, with the headline - HOME OWNERS:
How to have clean, fresh smelling, ready to walk
on carpets, in less than an hour - resulted in over 11
jobs.
That’s over 1,100% better result. Why?
As a rule of thumb, “the more you say in your ads
the more you sell.” In opinion tests people will
often say, “I wouldn't read all that writing.” They
are telling the truth, since they are not interested in
carpet cleaning at the time, they wouldn’t read it.
However, the potential buyers of carpet cleaning
will and did read the ad.
Peter Critchley, the owner of the bottom ad said:
“People commented how the ad influenced them
to only call me. I had over 90% conversion from
the inquiries to jobs from the ad. Customers said
it gave them confidence to deal with me.”

CLEANERS: 5 Reasons why

you’ll save time and money
by calling us…. Photo

1. FREE One hour delivery. If you have an cleaners. They are 5 times
emergency we can usually deliver within the hour. more concentrated. Just 5
FREE delivery to the Gala Coast and Brisbane. liters will do the work of 20
liters of a cheaper brand and
2. We have over 814 different cleaning products they do it cleaner.
in stock. Including car cleaning & polishes, jani-
torial products, industrial cleaners and rags, protec- 5. Environmentally Safe
Robert Leitzia
tive clothing, brushware mops, etc. Products: We have a range
The Owner
of commercial strength,
3. FREE Cleaning Report - worth $45. If you Environmentally friendly,
have a cleaning problem we’ll come to your p lace cleaning products for almost any job.
and give you a report on the best and most effective
course of action for you. 6. Our Guarantee: If for any reason you are not
happy with any of our products, we’ll replace them
4. Save time and money with our heavy duty or refund your money at once.

We distribute * Kleenex Paper products * True Blue Chemicals * Cleaning

accessories * Hand cleaners * Ettore window cleaning equipment * Brushware, etc.

37 8422 JAY & JAY

Fax 37 8416 INDUSTRIES
CLEANING SUPPLIES
14/229 Brisbane Rd., Labrador

50 % increase in new customers.

Figure 10 - This ad is another proof of the power of this style ad. Robert Letizia said: “From day one our new cus-
tomer business went up by around 50%. Since each new customer can be worth up to $3,000 per month, this is a
substantial increase. I was skeptical at first. Last year we had all our major brands and products listed. The cus-
tomers commented on the ad, saying that it made them call me because they knew what they were going to get.”

Your Yellow Pages Ad: A simple technique to get you

18 up to 980% better result - at no extra cost….
 FREE Trial Hire Photo
Hire any piece of equipment for a month to make
sure it’s what you really want. If you decide to
purchase it at the end of the month we’ll refund
your rental in full.

Here are 7 more reasons why you should come to

South Coast Health, Fitness and Tony - the owner
Surgical Equipment…

1. FREE Fitness Assessment test
values at $55 - to determine your
level of safe exercise for maximum
results.
2. FREE Delivery within local area.
you how to use it and give you indi-
vidual exercises to give you the
results you want.
5. You get a 3 to 12 month war-
ranty on all equipment.

3. Choose from over 497 pieces of
equipment for sale or hire. We have
exercise bikes, rowing, walking,
step-up machines, inversion units,
body building equipment, etc.
4. FREE assembly of all our equip-
ment - worth $45. Plus we’ll teach
6. We have our own service center
to maintain and repair all our ma-
chines.
7. Call us now for a FREE booklet:
“Tony’s 12 Secrets to a Leaner,
Trimmer and Healthier You.”

Phone XXXXX Same Day Chemists - Anytown

Figure 11 - This Yellow Pages Ad will work for the chemist. All the other ads offer nothing. He offers a Guaran-
tee and a FREE Trial. A FREE Consultation or fitness assessment in this case is always an attractive proposition.

Action Plan to make your Yellow

Pages Ad work better for you.
1. Am I monitoring the results I get from my
Yellow Pages ad. If not, how will I monitor
the results I get?
_____________________________________
_____________________________________
_____________________________________
_____________________________________
_____________________________________
2. How many calls from Yellow Pages am I
getting per week at present?
_____________________________________
3. How many calls am I getting from my new
ad? _________________________________
4. From the ten (or 100) calls I get from the
Yellow Pages, how many are new customers?
(most businesses say 85 to 100%)
_____________________________________
_____________________________________
5. How many do I convert into a sale?
_____________________________________
_____________________________________
6. What is the average sale worth to me in $?
_____________________________________
_____________________________________
_____________________________________
_____________________________________

Your Yellow Pages Ad: A simple technique to get you

up to 980% better result - at no extra cost…. 19
7. Who is my target market - describe your
typical customer - this is the person you want
to call you from your Yellow Pages ad.
_____________________________________
_____________________________________
_____________________________________
_____________________________________
8. What will be my headline in the ad? Write
three headlines you think will work and ask
other people to tell you which one would at-
tract them.
_____________________________________
_____________________________________
_____________________________________
Six headlines you can use are: “5 Reasons
why you should call (your company name)” -
You can talk to the experts about your
(your product or service)” - “Don’t phone
another (printer, carpet cleaner, etc) until
you read this.” - “FREE trail” - “House
owners: (your target market) Get expert ad-
vice before you buy (your product) - call us
now.” etc.
10 reasons why I should buy
from you - be specific.
(See chapter 12 on how to increase the selling
power of your ads.) Use only the best reasons
for your final ad.
1. Details of your free trial/consultation/
analysis etc:
_____________________________________
_____________________________________
_____________________________________
2. Your guarantee: _____________________
_____________________________________
_____________________________________
_____________________________________
Your Yellow Pages Ad: A simple technique to get you
20 up to 980% better result - at no extra cost….
3. Your range of products: _______________
_____________________________________
_____________________________________
4. Any free booklets or reports you have: ___
_____________________________________
_____________________________________
5. Special equipment you use and it’s $
value: _______________________________
_____________________________________
_____________________________________
6. Training and experiences of your staff: ___
_____________________________________
_____________________________________
7. Price value/saving and why: ___________
_____________________________________
_____________________________________
8. Service and back up: _________________
_____________________________________
_____________________________________
9. Other reasons: ______________________
_____________________________________
_____________________________________
10. __________________________________
_____________________________________
_____________________________________
_____________________________________
_____________________________________
_____________________________________
_____________________________________
_____________________________________
_____________________________________
 How to make
6
powerful offers
to instantly attract
new customers to
your business…
Would you like to start a new business or double your
existing one? If you know the “Lifetime Value” of
your customer - you can do it almost overnight. It’s
the “Marketing Edge” that will help your business sky-
rocket and get lots of new customers coming through
your door.
No matter how large or small your business, no matter what
product or service you sell, you must know the Lifetime
Value of your customer. Once you know it, you can decide
exactly what you can afford to spend to bring in a new cus-
tomer.
Let me explain what the Lifetime Value of a customer is…
Lifetime Value of a customer is the average
purchase value, multiplied by the number
of items they buy from you in a year,
multiplied by the number of years
they remain your customer.
For example: You own a restaurant and your regular cus-
tomer spends $30 on average, of which $20 is profit. Let’s
say they come to eat 12 times per year and stay with you for
two years on average.
This makes your regular customer worth $20 x 12 x 2 =
$480 in profit to your business. (see Figure 12 on page 23
for a form to help you calculate the Lifetime Profit Value of
your customer).
Use the same method of calculation for a hairdresser, a super-
market, a car service center, an accountant, a doctor, clothing
and shoe stores…
It works the same for any business.
You may sell high value items such as refrigerators, cars, ma-
chinery, office furniture or other seemingly ‘one off sale’
items. You will have service contracts, other products and
customer referrals. They all add up to extra sales and profits
over a period of time.
Even if you just approximate the extra sales, you will start to get
some idea of what every customer is really worth to your busi-
ness.
Why is it so important to know this? Well, knowing the Life-
time Value of your customers gives you a HUGE “Marketing
Edge” and I am gong to show you…
How to use Lifetime Value to instantly
increase your business.
Most business promotions consist of ads in the papers and maga-
zines, beautiful brochures, signs and mail-outs telling the world
about their wonderful products, services and themselves. Us u-
ally an opening-special discount is offered, something like 10%
off or a $20 discount every time you spend $100. Unless you
have some marvelous contraption that everybody wants, such as
the only water stand on the edge of the Sahara desert, this cre-
ates about as much excitement as a dead jellyfish.
Oh, sure. It will increase your business. However, it will ex-
pand it v-e-r-y s-l-o-w-l-y. In the meantime, the rent has to be
paid, you have to live and the ads are costing you a fortune. In a
year or two or three you may have a business Or YOU ARE
BROKE.
There must be a better way…
And there is!
You are about to learn how to create
a situation resembling a shark-feeding
frenzy in your place of business.
Let me tell you about a friend of mine who built a business from
scratch using this approach. His name is Warren Woodcock.
He spent $1 million on building three tennis courts, swimming
pools, game rooms and barbeque facilities. The place was mag-
nificent. There was one trouble: He had no customers.
Here is what he did.
For one month he advertised in the local newspapers: FREE
Tennis Lessons, FREE Court Hire, FREE Barbeques and Swim-
ming Pool Parties.
Guess what happened? That’s right!! The place was packed out
from 7 am till 10 pm every day that month. He gave away lots
of tennis lessons, sausages and court hire. It cost him a few
thousand dollars. The interesting part is that at the end of the
month, he had a business. The courts were booked solid and
have been ever since.
How to make powerful offers to instantly
attract new customers to your business…. 21
Why is that? People got used to playing at his courts in-
stead of someone else’s. His complex was magnificent and
he charged more than the others. But the customers got
extra value with the swimming pool and barbeque facili-
ties.
Warren knew the Lifetime Value of a customer.
He knew a regular weekly booking of two hours means $20
per week x 52 = $ 1,040 per year, plus coaching at $25 per
half hour each week plus sales of tennis balls, clothes, etc.
etc. This meant he could well afford to give all those
FREE games, coaching and food to attract new customers.
Another example is a restaurant called the Alley Deli. The
owner, Norman Gordon, sent a letter to all the firms and
the executive heads of all the companies located in build-
ings just a few blocks away from his restaurant (the letter is
reproduced on page 27). Altogether he mailed 100 letters.
They were addressed by name to all the people on his list
and included a menu.
His offer was simple:
A FREE Lunch!!
The result? Out of 120 people, 100 accepted the lunch.
Half of them ordered another lunch at the same time. Most
of those people became steady - regular - customers. Nor-
man Gordon said:
“It would have taken me six months to bring in the kind of
business direct mail brought me in six days. I couldn’t af-
ford to wait six months…”
He tripled his business since using only similar direct mail
approaches to qualified prospects.
The letter was written by Murray Raphel, a famous market-
ing and advertising expert. He also owns a very successful
shopping center. (He promotes it only by direct mail).
Are you excited by the possibilities for your business?
Wait. There is more.
Who is Australia’s best known hairdresser? His name
is Stefan.. His picture is in most shopping centers in the
form of a life size cut out next to the hairdressing salons
that bear his name.
Stefan started out by offering
Free Sytlecuts. (See page 25)
How to make powerful offers to instantly
22 attract new customers to your business….
He knew the average person comes in ten times a year
and spends $30 giving him $300 in turnover and perhaps
$200 in profit in just one year. If his stylists do a great
job on the FREE Haircut, which they do, over 50% of
people may become regulars. The costs in labor and
products for the FREE Haircut? Around $8! With the
$200 in profit at the end of the year, he knew he could
give away the $8 Stylecut to get a new customer.
Is he the biggest in Australia? Yes, he is! Because he
understands that to give is to get!!
You don’t have a restaurant (see page 26), hairdressing
salon or a tennis complex? Here are more examples of
who else can do exactly the same. Accountants, lawyers
and doctors (see page 84) can give away a FREE consul-
tation worth $150; bowling centers - FREE games; su-
permarkets - coupons for FREE food items (see page
131), car service centers - FREE first service or FREE
brake checks (see page 91); muffler shops - FREE muf-
fler checks; landscapers and nurseries - FREE lawn re-
ports. Any business such as clothing or any retailer can
simply have no strings attached FREE gift vouchers of
$10, $20, $50 or whatever amount will work for you.
A gas station can give $30 off the first month’s bill for
new accounts. This method was us ed successfully by a
company in Indianapolis called Bowen Petroleum. An
equipment rental company can offer $100 of FREE
rental for each new account opened.
What you are doing is “buying” a new customer.
You do it because you know how much a regular
customer will spend with you over their lifetime.
“Buying” new customers with an irresistible offer really
works, and it works amazingly well almost every time.
It works because human beings are creatures of habit.
We keep doing the same old comfortable things we’ve
always done. To get a customer to break their habit of
going to another business, you must give them a very
strong reason to try you.
Because they don’t know you, they will not be confident
to try you and that’s why a FREE offer is a risk free way
for them to get to know you.
There is one exception when this approach won’t work!
It won’t work when your products and/or service is
lousy. When you don’t follow up your customers with
“Thank You” notes, letters and other forms of personal
communication. And in that case you deserve it. Be-
cause good business is about developing relationships
with your customers.
Turn your customers into friends by showing them you
care and keep in touch with them on a regular basis by
mail or phone.
A wo rd of caution.
Work out the Lifetime Value of YOUR customer and
test all your offers and ideas on a small scale.
Analyze the results, adjust your approach if needed,
and only then go all out.

Before you rush out and start making free offers to the YOU WILL knock the socks of your competitors
world…. every single time with this approach because they’ll
still be offering 10% off.

The Lifetime Value

of Your Regular Customer
Average Sale Per Customer ($) :

LESS - Cost Of Sale ($):

GIVES YOU - Profit Per Sale ($):

MULTIPLY BY - No. Of Sales Per Year:

GIVES YOU - Profit Per Year ($):

MULTIPLY BY - No. Of Years As Customer

Lifetime Profit Per Customer ($):

Figure 12 - Use this form to calculate the Lifetime Value of your customer. It will help you determine how much
you can spend up-front to “buy” a new customer.

How to make powerful offers to instantly

attract new customers to your business…. 23
 Action Plan for my business

1. Based on the Lifetime Value of my customers 6. Other action and ideas from this chapter:
(use the form on the previous page to work out ________________________________________
what it is) what sort of offers can I test in my pro- ________________________________________
motion to attract new customers? ________________________________________
________________________________________
________________________________________
________________________________________ Need more cash flow?
________________________________________
________________________________________
Free
2. Why am I making this offer? (Remember you
must give the reasons why in all your ads).
Report:
“How to Increase
________________________________________ Your Profits In A
________________________________________ Recession!”
________________________________________
Top Marketing
________________________________________ Experts Reveal:
1. How to get up to 980%
more response from your
3. What suppliers can I get to help me with mak- Yellow Pages Ad—at no
ing these offers? See chapter 11 for approaching extra cost.
your suppliers. 2. How to write headlines
that get you up to 19 times
greater response to all your
________________________________________
ads, letters and brochures.
________________________________________ 3. How to use “Attention
________________________________________ Grabbers” to make sure
________________________________________ your letters stand out and
________________________________________ get more sales.
4. The “Big Secret” that
increases the readership of
your newspaper and maga-
4. What sort of offers attract me to other bus i- zine ads by 450% or more.
nesses and what have I responded to? This report— worth $29—
is FREE to readers of the
________________________________________ Bulletin Newspaper.
________________________________________ Phone (075) 981153
________________________________________ Or fax your details to
________________________________________ (075) 981061
________________________________________ 19A329844

5. How will I monitor the response to my offer?

________________________________________
________________________________________
________________________________________
________________________________________
Figure 13 - This FREE offer worked well for me.
You may have even responded to it yourself. It
gave people the opportunity to see what I had to
offer at no risk to them. Thirty-three people called
for a cost of $103.

How to make powerful offers to instantly

24 attract new customers to your business….
 You’ll look great with our
FREE
Stylecut Photo
To introduce you to
the latest fashion
style cuts and our
hair salon - I’d like Nasr-the owner
to give you your first
stylecut - worth $18 - absolutely
Free.
Come in and treat yourself. Enjoy a five
and half minute head massage to relax and
refresh you. Our hair stylists have over 5
years experience. That is over 2450
beauty cuts, styles and treatments. They
are trained in Precision point cutting, a
unique cutting style that leaves you hair
even and makes it easier to manage.
You’ll leave looking your best and we
know you’ll want to be back soon.
Your Guarantee
If you are not absolutely delighted with
the way your hair looks. We will re -do
your hair at our expense or give you your
money back.
Book now by calling us on 212-1897 and
please bring this voucher with you to:
XXXX Hair Salon Shop 5 - George St.
Railway Square Ph:
Yes, I’d love your FREE Stylecut. I’ll
bring this coupon to XXXX Hair Salon at
Shop 5 - George St. Railway Square and
Exchange it for a Stylecut worth up to $25.
“Please give this person a Style cut”
Nasr
Valid until ___________________________
Figure 14 - Make this offer and start a chain of hair-
dressing salons. Target this offer to people who can
afford to come back . Give them great service and
haircut. Follow it up with a letter or phone call. You
should convert 30 to 70 % of people to regular cus-
tomers.
FREE PHOTO ALBUM
Present this coupon and receive a photo
album worth $5 absolutely FREE.
No minimum purchase required.
Valid until 31/1/93. One coupon per visit.
FREE GIFTS $8 VALUE
Buy art material to the value of $10 and re-
ceive either an oil canvas board (41x 46 cm)
and a size 1 brush OR a 15 ml ultra deep
blue watercolor tube and a size 1 brush.
These gifts are worth $8.
Valid until 31/1/93. One coupon per visit.
$10 VALUE
Bring in this coupon and it will be
worth $10 on a picture framing of at
least 40 x 50 cm.
Valid until 31/1/93. One coupon per visit.
Cutters Art
• Picture Framing • Laminating
• Photo Restoration • Art Supplies
• Block Mounting
Unit 8
30 Currumbin Creek Rd ART IS LIFE
Currumbin. Ph: 34 6988
Figure 15 - These offers were delivered to 10,000
homes around the shop. FREE photo album and other
gifts were a great incentive for new customers - 187 peo-
ple came in. The $2,520 in sales made this a profitable
promotion and got lots of new picture-framing custom-
ers who will return many times in the future.
How to make powerful offers to instantly
attract new customers to your business…. 25
 $8 AUSTRALIA
$8
FREE VALUE FREE PIZZA
They said we were crazy to give away FREE VALUE
a pizza. However, we know that once
you’ve tasted one of our 24 delicious pizza combina-
tions - you’ll be back!! Try our Prawn Satay or deli-
cious Dragons Breath specialty Pizzas.
Use this $8 voucher to buy any small pizza, starting at
$7.50 - or against any larger pizza - no minimum pur-
chase is necessary. Phone us first to avoid waiting.
This offer is good for Monday to Thursday, 5 - 9 pm only.
You’ll get addicted - get a Merlins Pizza - not just a Pizza -
Shop 3 but a hearty meal. One coupon per Household.
Palm Waters Shopping Centre Offer valid until 20/12/92.
19th Avenue Palm Beach Not valid for Home Delivery.

Phone: 760 122

Figure 16 - What a great way to “buy” new customers and build a business. This FREE pizza offer resulted in 491
customers coming in during the three weeks. Of these, 223 were new customers trying out the pizzas for the first
time. And they'll be back because their pizzas have one inch thick toppings and taste great. The extra sales of
$6,474 covered the cost of the giveaway.

$10 Free Gift Voucher $10

Enjoy $10 worth of FREE food.
Dinner Wednesday to Saturday at The Elephant Rock Café.
Choose from 20 dishes on the A la Carte menu ranging from $4.50 to $13.80.
Valid until 30th June, 1992. This voucher cannot be combined with another offer.
Why will you enjoy The Elephant Rock Café?

Turn this voucher over and read on…

ELEPHANT ROCK CAFE 776 Pacific Parade, Currumbin Beach, 982 133. B.Y.
0700

Figure 17 - A $10 of FREE food value used by a restaurant. It was given to four health food stores to hand out to their
customers with purchases over $20. From 2,000 vouchers given out, 86 vouchers were presented to the restaurant with
an average sale of $41.25 per voucher. A great way for a restaurant to attract new customers.

How to make powerful offers to instantly

26 attract new customers to your business….
 the alley deli
Gordon’s Alley. Atlantic City, N.J.
Established 1984. Proprietor: Norman Gordon
Take out & delivery service: 345-1060

August 15, 1984

Richard Squires
County Executive
1125 Atlantic Avenue
Atlantic City, NJ 08401

WHOEVER SAID THERE’S NO SUCH THING

AS A FREE LUNCH DIDN’T KNOW ABOUT THIS LETTER.

Good morning…

Let me introduce myself.

My name is Norman Gordon. I own the just-opened Alley Deli in Gordon’s

Alley.

And if you’re wondering whatever happened to the good old-fashioned

(and delicious) deli sandwich...it’s back. Right here!

I’ve enclosed a copy of our menu. And I’m so proud of the excellent
quality and superb taste of everything we have, I would like you to be
a charter member of our TASTER’S CLUB.

It’s a great organization. No dues. No meetings. All you have to do

is eat and enjoy.

Your only requirement is to accept one free lunch from me.

Whoever said there’s no such thing as a free lunch?

There is.

For you.

I’ll call you in a few days. Pick and choose what you want from the
enclosed menu. And I’ll have it delivered to you a short time after
you call.

Enjoy!
Norman Gordon
NORMAN GORDON
Figure 18 - This letter was sent by a small restaurant to influential people in the community: elected officials,
prominent businessmen, and professionals. For 100 letters sent the reaction was excellent. More than half took
advantage of steady regular customers. This letter was written by Murray Raphel, author of many excellent books
on retail marketing. (See Bibliography page 135).

How to make powerful offers to instantly

attract new customers to your business…. 27
7 How to write
headlines that
get you up to 19 times
greater response to
all your Ads, letters
and brochures...
Please get a copy of today’s newspaper.
Look at the front cover and tell me what you read…
Let me guess, it probably says something like this - Cold
Blooded Murder, Sex Scandal, Corruption Charges
Laid, Innocent Victims Sues or something equally griz-
zly and sensational.
Do you know why most of the main articles in newspa-
pers start with headlines relating to disasters, murders, sex
and corruption? Well, I am going to tell you anyway. It’s
because that’s what sells newspapers. It attracts people
who read newspapers (and sometimes even those who
don’t) and they buy it.
The only purpose of a headline
is to target the person you want
to reach and to sell them
on wanting to know more.
If you want proof, look at the magazine racks in the news-
agents. Magazines aimed at young women such as Cleo
have articles headlined, “What You Always Wanted To
Know About Men,” “4 Signs To Look For If He’s Cheat-
ing On You,” or “8 Tips On Looking Great This Sum-
mer.”
Magazines for home owners have articles headlined, “12
Tips To Help You Renovate On A Budget,” “New Fash-
ion Colors For Your Bathroom…”
None of the successful magazines have on their covers or
as headlines for their articles the publishers or the article
writer’s names. Let’s face it: Who would buy a magazine
or newspaper with “Efficient Publishing Company” as the
feature story followed by the Ron Smedley and Sarah
Bushwhacker reports?
How to write headlines that get you up to 19 times
28 greater response to all your Ads, letters and brochures...
So why is it that most businesses keep sticking the company’s
name and logo on top of their advertisements or in the first
paragraph of everything they do? Or the other kind of head-
line that is a favorite with advertising agencies and many so-
called experts. This is the “Guess what I am all about - see if I
can trick you headline.”
These headlines are aimed at testing the reader’s intelligence
and ability to guess. They are usually the result of endless
corporate meetings and advertising agency think tanks.
Here are a few samples of confusing headlines. Guess what
they are trying to sell…
“Go for the Gong” - subtitled - “your face will be red if you
don’t.” Any ideas what it’s selling?? No, you lose. It’s not a
TV game show, a story on sexual and mating habits or a tale
about a steep mountain climb to reach the sacred Chinese
gong…
It’s a full page advertisement trying to get you to advertise in a
suburban newspaper. Here are a couple of better alterna-
tives…
“Would you like to double your business?…...48 of the
companies that advertise in our paper have!”
OR
“FREE report - How to reach customers spending 1.9 bil-
lion dollars with effective newspaper advertising.”
Another clever headline I have come across recently is this
one. See if you can guess what they are selling…
“JUST WHAT A SLAB OF SEASONED WOOD NEEDS.
A LITTLE MORE SEASONING.” This could be selling
anything from a wood stain or preservative to a new recipe.
It’s confusing and written in hard to read upper case typestyle.
Some better alternatives….
“At XYZ furniture we don’t use glues, nails, screws,
hinges, stains or paints...That’s why the rugged, natural
look will last you a lifetime.”
OR
“Every piece of XYZ furniture is made from salvaged tim-
ber...and is guaranteed for life by its makers.”
In both the previous examples the writers assume - wrongly -
that the readers will continue to read into the rest of the ad to
find out what it is they are trying to say. What they don’t real-
ize is that, five times as many people read headlines as read
the rest of the advertisement, article or letter.
A change in a headline has been tested to increase
the response to an advertisement by up to 19, yes
nineteen times.
The best headlines are usually those that tell the
reader the largest benefit they will get from using
your product or service. What your product or ser-
vice will do for them. This basic rule is overlooked
by 95% of all the ads and selling letters I come
across.
How do you write a good headline? What are the
rules to follow?
John Caples, head of the third largest advertising
agency in the USA for 40 years, analyzed the most
commonly used words in 100 successful headlines.
Headlines that made money. Headlines which were
repeated over and over by advertisers who meas-
ured the response from every advertisement.
Here is a list of the ten most frequently
used words - in the most effective
100 headlines ever written.
Next to each word you will find a figure showing
you the number of times the word was used…
You……………..31 Money…………6
Your……………14 Now……………4
How…………….12 People………….4
New…………….10 Want…………...4
Who…………….8 Why……………4
The most common words used were you and your.
They are the most frequently used words in all suc-
cessful advertising and marketing materials. This is
because every advertisement, promotion or letter
should be aimed at the person reading it.
You should never aim at the masses when writing.
Imagine you are sitting across from the person you
want to reach and write to them and them alone.
Here are 5 rules for writing
effective headlines.
1. Headlines should appeal to the reader’s self
interest by promising a benefit. Will it save them
time, make them money, will it make the reader
more beautiful or healthy, give them more miles per
gallon, or a whiter wash. What will it do for them??
How to write headlines that get you up to 19 times
greater response to all your Ads, letters and brochures…
2. Don’t worry about the length. A 14 word head-
line gets almost as much readership as a three-word
headline. It is more important to get your message
across than worry about the length of the headline.
3. Put news into the headline. The news can be an
improvement of an old product, the announcement of
a new product, or a new way to use an old product.
We are always on the lookout for something “new” -
something that will benefit us.
4. Never use headlines that are tricky, confusing
or incomplete in their message. You are competing
with an average of 350 other headlines in a newspa-
per or magazine. And most people are busy and read
too fast to figure out what you are trying to say. They
will simply move on.
5. Never use headlines that need readership of the
rest of the advertisement to be understood. You
will lose four out of five readers at that point. Most
people are too busy and read too quickly to be both-
ered to keep on reading to find out what you are try-
ing to say.
What it all boils down to is simply this…
The main purpose of a headline is to
pick out the people who will be most
interested in your product or service.
Any other approach is wasting your money. Prove it
to yourself.
Run your usual headline. Follow it up with a new one
along the lines I have been talking about. Test sev-
eral different headlines to get the best response.
Count the difference in orders...and thank me for
making you all that extra cash!!
Whenever I have to write any promotion for myself
or for a client, the headline is always the part that
takes me the most time and effort. I usually write 10,
20 or 30 headlines. I ask someone else to look at four
or five of the best ones and pick the one that appeals
to them. If the person asks me, “Sounds great Peter,
but what is it you are selling?” I know I have a prob-
lem. However if they say, “Gee, that sounds interest-
ing, tell me more.” I know I may have a winner.
29
 How do you become good
at writing headlines and
opening paragraphs to letters?
Well, for a start be on the lookout for headlines that
attract you. Anytime you get an idea for a headline
you could use for your business, write it down and
file it under ‘headlines’ in your filing cabinet. That
way, the next time you need a headline, you’ll have
something to work with.
Ask other people to read your openings and have
them pick the one they like out of the three or four
you give them.
The world’s biggest selling magazine, Reader’s Di-
gest, selects cover stories by placing advertisements
in other publications. They ask you to choose three
out of about 30 artic les listed in their next issues
and they will send them to you in advance.
The most popular request is used as the article fea-
tured on the front cover. Because that is the
“Headline” that sells the magazine.
Pretty neat trick isn’t it? That’s how they got so
big!!
Read these 23 headlines and use
them to inspire you in creating
your own headlines…
1. 9 good reasons to choose Country Curtains
quality Sun Blinds and beat the scorching heat
this summer. (Vertical Blinds)
2. If your bathroom isn’t ready in 8 days I’ll
give you $100 cash for every day we go over
time. (Bathroom renovation)
3. If your home doesn’t have an alarm, he’ll
break-in in just 10 seconds. With a Wormald
back to-base alarm he won’t even try! (House
protection)
4. How to have a cool quiet bedroom. Even on
hot summer nights. (Air-conditioners)
5. Free 1 month gym membership worth $79
with every pair of Reebok Cross-Trainer shoes.
This weekend only.
6. 10 easy ways to meet people, have fun and
How to write headlines that get you up to 19 times
30 greater response to all your Ads, letters and brochures...
lose some weight at the same time. (Gymnasium)
7. Here is a way to become tight, lean, attractive
and remarkably healthy in just 45 minutes, three
times a week. (Aerobics classes)
8. How to beat tension without pills. (Vitamins)
9. Some straight talk about vitamins and your sex
life. (Zinc, vitamin supplement)
10. How to own a $139,000 investment home from
only $35 per week and no deposit.
11. Have a house you’ll be proud of...with Color-
Makers range of 362 tiles and new easy-to apply
house paint.
12. The most comfortable shoes you have ever
worn or your money back.
13. How to avoid having your car stolen this sum-
mer on the Gold Coast. (Car alarm)
14. How to raise your child’s IQ before it is even
born. (Educational tapes)
15. Free Giant Cookie. (Food Sample Promotion)
16. Look great with our FREE Stylecut.
(Hairdresser)
17. How to turn $5,000 into $5,436 in just 12
months. (Bank deposit account)
18. FREE Report - “How to increase your profits
in a recession.” (Potential customer’s name generat-
ing ad for this book)
19. How to double your income in just 60 days.
(Personal-development goal program)
20. Which of these 5 skin problems do you have?
(Cosmetics range)
21. Vita-Mix Makes Juice 12 Times Faster Than
Other Juicers - And 400% More Nutritious. (Fruit
Juicer)
22. Why are we giving you these $18.50 delicious
Macadamia Nut Chocolates - for FREE? (Candy
mail order offer)
23. Brighten up your dark rooms in less than 1
hour. (Skylight)
As with all the other concepts and strategies, the
golden rule for writing and using headlines is to
TEST, TEST, and TEST some more.
Action Plan for getting better
results with my headlines
Am I testing different headlines in my ads
and promotions? If not, what three headlines
from the ones I have written below will I test
first?
____________________________________
____________________________________
____________________________________
10 Headlines I can use in my business…
1. “FREE Report: How to…”
____________________________________
____________________________________
____________________________________
____________________________________
2. “7 Facts you should know before you…”
____________________________________
____________________________________
____________________________________
____________________________________
3. “How I (benefit of what you offer)...
____________________________________
____________________________________
with (your product or service)….” ________
____________________________________
____________________________________
How to write headlines that get you up to 19 times
greater response to all your Ads, letters and brochures…
One headline will always give you a much better
result than the others.
Maybe up to 19 times better results.
4.___________________________________
____________________________________
____________________________________
____________________________________
____________________________________
5.___________________________________
____________________________________
____________________________________
____________________________________
____________________________________
6.___________________________________
____________________________________
____________________________________
____________________________________
____________________________________
7.___________________________________
____________________________________
____________________________________
____________________________________
____________________________________
31
 How to use Direct
8
Mail to quickly
increase your sales
and profits...
If you learn how to use Direct Mail properly, the results
can be so amazing, it may take your breath away.
There is no business that cannot benefit from using Direct
Mail. Yet, 95% of business owners have never sent a “Thank
You” letter (see page 34), let alone a sales letter to their cus-
tomers. These two types of letters will keep your customers
coming back. Customers want a friendly personal service and
regular contact or communication from you.
After all, if you don’t write or call your friends, you’ll lose
contact with them after a while.
A friendly, personalized letter is the next best thing to person-
ally visiting your customers with products in your hand. It
will give your business a big advantage over your competitors,
no matter what their size or how many more stores they have.
Read the next three lines very carefully…
It costs five times as much to gain a new
customer as it does to sell something
else to your existing customer.
And yet, most business owners spend all their time, money
and effort chasing new customers.
Why is that? Probably because they have never really used
Direct Mail properly.
Once you have seen just how well Direct Mail works, you’ll
never go back to anything else.
The reason why Direct Mail works so well is because it shows
your customers that you care about them, and care about them
enough to send them a PERSONAL letter - the sort of letter
they get from a friend.
Your customers will like getting letters from you. After all,
they have given you their trust and money in the first place.
A letter tells them you care about them. It can also tell them
about something special, such as a “Customer Only Sale,” a
new product or service you now offer, some helpful informa-
How to use Direct Mail to quickly
32 increase your sales and profits…
tion…
Your customers will love it.
By using Direct Mail, you can make your message as long or as
short as you like. You can send as many or as few of the “little
white sales people” as you like. And, you can test different of-
fers, guarantees, prices and products without telling the whole
world what you are doing.
Best of all, you can pre-sell the wonders of what your products
and service will do for your customers. To the point where
your customer behavior resembles shark feeding frenzy!
You’ll have them rushing to your place of business, mobbing
your sales staff and burning out your cash registers from too
much use!
A restaurant and a health food shop started mailing to their
existing customers. They had an increase of 39% and
35.5% respectively, in their sales after three months. A
Pizza Restaurant increased its takings by 235% in two
weeks.
These increases happened at a time when other businesses in
their area recorded their slowest months ever.
Direct Mail really works.
Why is Direct Mail so effective and does it always work? Well
of course it doesn’t. Sometimes what you send through the
mail doesn’t work. But that is not the Direct Mail’s fault.
Rather, it lies with the message, offer and target to which it’s
sent.
The beauty of Dirct Mail is that you can test different mes-
sages, offers and targets in small quantities. When a letter
works, it works like crazy, because you mail it to everybody on
your list.
And none of your competitors will know about what offers and
ideas you are testing.
Here are some basic rules of Direct Mail. In fact this is true for
any marketing promotions you do…
1. The best results always come from mailing to your own
customers. (See page 36)
After all, they already know you. They have already had a
good experience with you. They will be most likely to come
back again.
Compare this to a situation in your personal life. (If you don’t
have time for such pleasures now, you will when you start ap-
plying these methods.)
Imagine wanting to call someone to go out to dinner
with. Would you ring people randomly from the phone
book? I doubt it. You’ll get a much better result if you
go to your list of friends and call people you have al-
ready been out with before: people who know you.
2. The next best result you’ll get is from a letter of
recommendation by another business to their custom-
ers. (See page 37)
This works because those customers are being told by
someone they trust, “This person and his business are
good people to see. You should at least try his product
or service.”
This would be as if a good friend of yours arranged for a
person to go out to dinner with - because this person has
the same interests, likes the same food, is the same age as
you, or whatever.
Not as good as No. 1 but it’ll have to do.
3. The next best result is from a letter to a well tar-
geted prospective customer list. (See page 35)
Mailed to people who are similar to your own customers.
Similar in what they buy, where they live, their interests
etc. Or a list of all the single women or men in your age
Action Plan
1. Am I mailing my own customers?
________________________________________
2. If I am not mailing my own customers, what
could I offer them and when will I start to mail
them?
________________________________________
________________________________________
________________________________________
3. Do I send “ Thank You” notes to my custom-
ers?
________________________________________
4. Who should I send a “Thank You” not to to-
day?
________________________________________
group, living in your area, liking the same food and hav-
ing the same interests as you do. (For the dinner that is.)
Good luck!
4. The last, and least effective, is a Direct Mail cam-
paign to every Tom, Dick, Harry and Mary. (See page
39) Whose address you got from the Telephone White
Pages or voter records.
These people couldn’t care less about your product or ser-
vice. They will probably class your most beautiful letter,
and your generous offer, as Junk Mail.
And who knows who you’d end up having dinner with?
Direct Mail to your existing customers has the effect of
you and your business becoming a friend to them.
What could be better than that? Friends stay with you,
don’t they? When your customers start thinking of you as
a friend, your business suddenly becomes a lot of FUN
and VERY PROFITABLE.
As a matter of fact…
Dollar for Dollar, nothing will return as much
to your business as Direct Mail.
5. What other business could I approach to mail
to this customer list?
________________________________________
________________________________________
________________________________________
________________________________________
________________________________________
6. Other ideas for promoting my business with
Direct Mail.
________________________________________
________________________________________
________________________________________
________________________________________
________________________________________
________________________________________
How to use Direct Mail to quickly
increase your sales and profits… 33
 Hillcrest Nursery

Sexton Hill
6th November, 1992
3:35 p.m.

Good Afternoon

I am sending you this letter because I want to Thank Yo u for visiting our nursery and for
entering our drawing for the $50 Gift Voucher.

The prize was won by Beryl Parry of Kingscliff and she was delighted. However I’m sorry
YOU didn’t win the first prize.

So here’s the good news. As a thank you for entering the draw I’ve decided to give you a
consolation gift. It’s a bottle of Searle’s - Special Blend Liquid Fish Fertilizer worth $5 - to
make your plants really thrive and look healthy.

To get your FREE Searle’s - Special Blend Fertilizer, simply bring this letter with you
during November and pick one up.

We’ll also keep you informed on the latest plant releases, send you a regular newsletter
with tips on how to plant, what to plant and other useful information. Plus give you first
choice of specials and customer only events at the nursery.

And remember our Guarantee…

If any plant or product you buy at Hillcrest Nursery falls short of

your expectations - we will happily exchange it, or refund your money.
We want your shopping experience with us to be a happy and enjoyable one.

Thanks again for visiting us,

Michael and Leone Corker

HILLCREST NURSERY

P.S. Please remember your FREE bottle of Special Blend Liquid Fish Fertilizer is waiting
for you anytime in November. Just bring in this letter with you.

Figure 19 - A “Thank You letter” is the first step in Direct Mail process. It confirms to the customer that you care and
makes them more open to future offers. This letter brought a 33.5% response from new customers who put their names
in the draw to win a prize and go on the mailing list. It showed a profit up-front and will build future goodwill.

How to use Direct Mail to quickly

34 increase your sales and profits…
 The Journalists Agency
12 October
DATE:
The sum of: ONE HUNDRED AND FIFTY DOLLARS EXACTLY 12/10/92

Mr. Roger $150.00

National Pay:
FUJIIS Mr. Roger Beagley
475 Victor National Marketing Manager
CHATSW Fujitsu Australia

‘00082 550 5098 969 099’ John Hancock

Dear Mr. Beagley,

The cheque attached is not redeemable an any bank—however it could be the most valuable
bonus you’ll ever receive.

This cheque pays your fee to access the best copywriting and journalism professionals. Plus
an initial consultation with me assess how you can save money and get better results by using
The Journalists Agency.

I’ll show you exactly how you can have:

a media release and PR that really sell your company and your products

a brochures that highlight the best points of your products, services and your
corporate image.

a effective sales letters that get results

a every other writing assignment you’ll ever need.

You’ll get all these services at a price that’s 28% to 51% below that charged by major P ublic
Relations and Marketing agencies. We don’t have their fancy offices, chandeliers or lots of
office staff. You get service and you deal direct with the professionals who do the work.

The You can get all this help at a moment’s notice. You will be dealing with practitioners best
suited to your particular need. Plus you’ll be accessing the 1156 specialists listed on our
Journalists computer—from all over Australia.
Agency Ph Ltd
You’ll never be stuck for a person to do a writing job ever again.
SYDNEY
It won’t cost you a cent to find more about the benefits of using professionals from The Jour-
487 Parramatta Road nalists Agency. “Spend the cheque” —
LEICHHARDT 2040 call me now on (02) 550 9749 to arrange a time to meet and I’ll explain exactly
Postal: PO Box N20 how you will benefit by using The Journalists Agency.
PETERSHAM NTH 2049
Phone: (02) 550 9749 Yours Sincerely
Fax: (02) 5509681
Brian Morris
CANBERRA

Suite 50, CNBC Brian Morris

Bradfield Street
DOWNER 2602 PS I have enclosed a profile with this letter to show
Phone: (06) 242 1950 you the range of services we offer.
Fax: (06) 241 3008

Figure 20 - This letter got $44,870 worth of business in four weeks without any phone follow-up. Previously the
response was close to zero. It’s important that your message is attractive to your targeted prospect. By attaching a
“check” and giving the benefits of what the journalist agency can do for you - the response zoomed.

How to use Direct Mail to quickly

increase your sales and profits… 35
 Ecology Shop
116 Scarborough St., Southport
Qld, 4218
91 3144

Southport
13th April, 1992
Monday 9:09 a.m.

Good morning Ron!

Thank you for taking the time to enter the draw for a $20 voucher
worth of products in our shop.

The prize was won by Cheryl Lower from Runaway Bay. You are disap-
pointed that you didn’t win? Well, here is the good news. To
thank you for entering the draw….

we decided to give you a $3 voucher.

This voucher is yours to spend on our shop on anything you want, no

strings attached.

You must have noticed the questionnaire we’ve enclosed. This is in

fact an important tool for us to give you the best service we can.
You see, Donna and myself really believe in personalized services
for our customers.

By filling it out, you make sure that we’ll look after you the way
you would like.

It will only take you a few minutes. You don’t need a stamp. Just
send it to Reply paid 34, PO Box 1407 Burleigh Heads, 4220. Or
bring it to the shop next time you come in.

Thank you again for taking part in our draw. We’re looking forward
to seeing you again.

“Chemically Free” Yours

Dean & Donna White

Owner of the Ecology Shop, Southport

P.S. The $3 voucher is yours to use in our shop at any time you
want...

Figure 21 - This letter to a loyal customer list received a 44% response rate. Forty-four people out of every 100
mailed redeemed the voucher and spent more besides. Twenty-five percent of the people returned the survey, giv-
ing the owners valuable information for future marketing and product range.

How to use Direct Mail to quickly

36 increase your sales and profits…
 Prima
HAIRDRESSING ‘ A Lasting Impression.’

Dear PETER

L’OREAL AUTUMN COLOUR PROMOTION

PRIMA Hairdressing wishes to introduce to you the L’Oreal Autumn colour range
and is offering you a free semi-permanent color to the value of $28.00 with your next
style cut and blow wave.

Telephone us now to make an appointment, and we look forward to seeing you soon.

We also take this opportunity to invite you to join us at the ‘Elephant Rock Café, Cur-
rumbin, for refreshments.

Yours faithfully
PRIMA HAIRDRESSING

$10 Ten Dollars $10

“To thank you for your patronage over the years, I’m buying you $10 for
your evening dinner at the Elephant Rock Café. This is one of my haunt’s.
I highly recommend it to you…” David Horseley, owner of Prima

Prima ‘ A Lasting Impression.’

HAIRDRESSING
This offer is valid for May 1992. This voucher cannot be combined with another offer.
Please turn this voucher over

SHOP 7, PALM BEACH AVENUE, PALM BEACH, QUEENSLAND 4221 TELEPHONE: 34 2628, 34 6377

Figure 22 - This letter with a gift voucher was sent by a hairdresser to his clients. The letter was not great in con-
tent, but it still resulted in a 6.75% response rate. This shows the great power of endorsement of a product (in this
case a restaurant) by another business.

How to use Direct Mail to quickly

increase your sales and profits… 37
 Postage

FREE gifts and money saving Paid

Australia

To the

coupons from your local businesses Householder

• B-B-Q Chicken • Fruit and vegetables

• Pizza • Beauty Care
• Bakery • Photos
Open • Chemist • Petrol
at once • Butcher • Shoe repair
• Carpet Cleaner • Hairdresser
• Groceries • Coffee Shop
• Picture Framing • Plus more

Peter Sun Direct Marketing, P.O. Box 1407, Burleigh Heads, Qld, 4220—(075) 981 153

Figure 23 - The envelope above contained coupons with offers from 12 retail businesses. All the businesses were
from one area and they shared the cost of distributing these envelopes to 10,000 homes. Because their offers were
good and the envelopes only reached their best prospects (people within five miles of their stores), it worked well
for them.

Figure 24 - The coupon below was in the envelope as well as the coupons shown on pages 25, 26, and 131. If you
are really switched on you can organize something similar with retailers in your area and get your coupon in for
FREE.

The result for the shoe repair business below was 102 new customers from a total of 203 coupons returned. Sales
totaled $1,102.

$5 FREE FREE Key Cut $7 Value FREE

Engraving You’ll never be locked
out again.
Every pair of ladies shoes
heeled gets another one done for
Don’t buy any pewter or sil- Get one key cut and get an- FREE.
verware until you’ve checked other one copy FREE.
out our prices. At $20 to $31 One coupon per visit. One coupon per visit.
Valid until 31/01/93 Valid until 31/01/93
below gift stores.
One coupon per visit.
Valid until 31/01/93

Palm Beach Shoe Repair & Engraving Centre

Fifth Avenue, Ph: 98 3399 or a/h 767 3748

∗ Shoe Repair ∗ Engraving ∗ Gifts

∗ Trophies ∗ Name Badges ∗ Key Cutting

How to use Direct Mail to quickly

38 increase your sales and profits…
 Currumbin
Sanctuary
5th August 1992

Mr. K Isles
61 Ware Drive
CURRUMBIN WTRS QLD 4223

Dear Mr. Isles

Whoever said, “there’s No Such Thing As A Free Lunch”

Didn’t Know About This Letter!

My name is Denis Kenny, I look after the Marketing at the Sanctuary and I have decided to make August our special…

“Local Residents Month”

Simply by bringing this letter to the Sanctuary turnstiles and purchasing 2 adult tickets or a Family pass, we will give you
in return…

A Free lunch to the value of $15.00

You can choose from hot meals, daily specials, sandwiches, snacks, anything you like from our main restaurant.

However, you’re not the only one that gets a “Free” lunch. Every day our visitors and staff give out hundreds of free
lunches…

To the kangaroos, Wombats, Koala and all t he other Aussie Animals at the Sanctuary.

Why are we giving you a free lunch? Well simply because we want you to enjoy our magnificent natural bushland, our
daily event program, our reptile presentation and we want you to come back more often.

The $15.00 FREE lunch offer is only for Gold Coast Residents and you must bring this letter with you, during the month of
August only!

Come join the fun.

Yours faithfully
CURRUMBIN SANCTUARY

Denis Kenny

DENIS KENNY
MARKETING MANAGER

P.S. We are open daily 8:00 a.m. - 5:00 p.m.

A PROPERTY FO THE NATIONAL TRUST OF QUEENSLAND

Figure 25 - Good offer - Wrong target. This was mailed to the voters of record of residents close to the Currumbin
Sanctuary. The response from 600 letters was 21 people. The offer should have been aimed at families with
young children, the Currumbin Sanctuary’s best prospects.

How to use Direct Mail to quickly

increase your sales and profits… 39
 How to increase
9
your profits - by
giving money back to
your customers...
The biggest and most successful retail businesses have
unconditional money back guarantees. Marshall Fields,
Wal-Mart, K-Mart, all know that to give money back is
good business. Do you?
Before you answer me, let me ask you. What happens if you
don’t give the money back to a customer who is unhappy?
You lose a customer, right? WRONG!!
You lose ten customers. Because that unhappy customer is
going to tell at least ten people. They are going to tell them
how he or she got ripped-off and why they’d never go back to
“that place.”
You end up with an ulcer because of the stress of refusing to
give them their money back. And to top it all off, you’ll
probably have to give back the money anyway - after they
take you to one of the many consumer tribunals set up to han-
dle such complaints.
Imagine for a moment, what would have happened if you just
smiled at that person and said… “Certainly, I’ll be glad to
give you your money back.”
What would happen? For a start that person will probably not
even want their money back. Most people don’t want their
money back.
They usually want the problem fixed.
A friend of mine, Elio Ciavarella, owns an Ideas in Cane fur-
niture store on the Gold Coast. A customer phoned him. He
was very angry. His $260 cane chair arrived late and was not
the color he wanted. He was mad and demanded his money
back.
“Certainly,” Elio said. “Would you like me to mail the check
out to you or will you pick it up?” The man was stunned. As
he later said, he expected a fight to get his money back. “You
can mail it to me,” he replied.
Elio mailed the check the same day with a note to apologize
for the inconvenience.
How to increase your profits - by
40 giving money back to your customers...
A month later the man was back to purchase a $2,450 lounge
suite. “I have never been treated as well as that before.” he
said.
He will be a customer for life.
What would have happened if Elio tried to tell him he couldn’t
give the money back? Because it wasn’t his fault. Because he
needed to confirm it with the manufacture first?
He would have had a fight on his hands. Plus he would have
lost that customer and ten of his friends…
However, he always gives the money back if the customer de-
mands it. That’s why he has been in business for eight years.
You can apply a money-back guarantee to almost any
product or service.
To make a guarantee work for you, and increase your sales, you
must be absolutely blatant about it. You must guarantee that
your customers cannot lose by dealing with you. Take the risk
of their purchase on your shoulders. Make it easy for them to
buy. Tell them about how great your guarantee is.
You may be thinking… “I can’t give a money-back guarantee
and tell everyone. People will take advantage of me. I’ll go
broke.”
The truth is -
When you implement a strong guarantee, any increase in
refunds (if there is any) will be more than compensated
by the increase in sales in most cases.
A clothing manufacturer gives a money back guarantee. His
refunds are $5,000 per year...on sales of $15 million per year.
Please understand one thing: things such as Satisfaction Guar-
anteed, 2 Year Warranty, 3 Year Structural Guarantee and
guarantees that are not publicized or have “fine print” will not
work. Neither will guarantees with exclusions and special con-
ditions. If you put “fine print” exceptions and special clauses
in your guarantee, you’d be better not having a guarantee at all.
To be effective, your guarantee must be specific, blatant
and self-punishing, if your products or service don’t pe r-
form as you say they will.
Here are some examples of effective guarantees:
“We guarantee to have your guttering delivered within 4X
hours - if we fail - IT’S YOURS FREE.”
Mordek - a guttering manufacturer
“3 Times your Money Back. In the unlikely
event that our parts or labor fail in any way
during the warranty period - we’ll pay the cost
of repairs plus double that amount for incon-
veniencing you.”
Western Muffler Service
“If you ever find an account error, we’ll make
it right immediately...refund any fees incurred,
send letters of apology to anyone inconve n-
ienced...and even pay you $10!”
Bank of America - In the first four months of this
guarantee, over 224,000 customers signed up...fewer
than 49 claimed their $10.
“If you are in any way dissatisfied with your
meal or the service you received - please tell us
and the dinner is on us.”
Elephant Rock Café restaurant
If a customer ever writes their meal wasn’t what they
expected on their customer comment card or men-
tions it to the waiter...the dish is FREE. Plus the
owner will personally apologize for the disappoint-
ment.
Action Plan
3 Guarantees I can use in my business.
1. Money Back:
______________________________________
______________________________________
______________________________________
______________________________________
______________________________________
2. Performance of product:
______________________________________
______________________________________
______________________________________
______________________________________
______________________________________
A health food shop encourages their customers to take
home new products.
They say, “Take it home and try it. If you don’t like
it, bring it back for a refund.”
This approach adds extra sales. Their customers try new
products because they know how easy it is to get their
money back.
Mail order businesses have known it for years…
Giving back money increases sales and profits. These
companies have been sending products to people they
haven’t even seen.
What they have done is test advertisements, direct mail
letters and promotions with - and without the money
back guarantee.
And the winner is...GUARANTEE.
Please try a “Blatant Money Back Guarantee” in your
business. It may double your profits.
3. Service:
______________________________________
______________________________________
______________________________________
______________________________________
______________________________________
4. Other guarantee ideas:
______________________________________
______________________________________
______________________________________
______________________________________
______________________________________
How to increase your profits - by
giving money back to your customers... 41
 We guarantee to increase Photo
Try it for 60 days risk-free. your turnover and profits -
If you don’t agree that QuickPay and or our services are FREE!!!
Quicken make payroll and bookkeeping far
faster and easier, you can return them within Peter Sun
60 days for a full refund - no questions DIRECT MARKETING
Peter
Peter Sun
Sun Guarantees
Guarantees
asked. to
to Increase
Increase your
your
Send in the coupon, or call 29 Woodgee St., Currumbin, Qld. Profits
Profits
Australia, 4223
Ph: (075) 981 153 Fax: (075) 981 061
Please turn this card over

Figure 26 - This guarantee is for a computer Figure 27 - A guarantee that is also a unique selling
software program. If you needed an accounting advantage. It is clearly spelled out on our business
package - wouldn’t it make you at least try it? card.

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tapes, with our compliments.
Paul Dunn Chris Newton
PAUL DUNN CHRIST NEWTON
Chairman Managing Director
RESERVATION SLIP
Thank you, I want to take advantage of a once in a lifetime opportunity to eavesdrop on Jay Abraham's “Billion Dol-
lar” profit-making concepts on increase my profits and maximize my marketing penetration. I pay only a fraction of
what others have paid to attend the Boot camp...I understand that I will receive completely FREE as a bonus, over 300
pages of Session Notes * PLUS 2 hours of video of Jay Abraham at his best * PLUS BONUS TAPES.
PLEASE EXPRESS COURIER my package to me TODAY as follows (Please print clearly):
Mr/M ______________________________________________________________________________
First name Surname
Company ___________________________________________________________________________
Address____________________________________________________________________________
______________________Postcode ______________Phone (____)____________________________
q Option One: Yes, I want to invest in the Jay Abraham Aussie Boot Camp Tapes and have revealed to me the powerful profit
making marketing concepts they contain. Rush me my tapes, notes and the free bonuses you've outlined above.
q I wish to pay in one simple installment of $1,450 (Because you’re paying “up front,” you’ll receive an additional video from J ay’s $20,000 U.S. Ad-
vanced Boot Camps)
q I would like to pay $350 now and five monthly payments of $220 (Total $1,450)
Option Two: Hang it. I can see the fantastic advantages of adding in the ENTIRE collection of “Hot Seats.” Include me in this
special bonus offer for just $390 extra.
q I wish to pay in one simple installment of $1,840 (Because you’re paying “up front,” you’ll receive an additional video from Jay’s $20,000 U.S.
Advanced Boot Camps)
q I would like to pay $350 now and five monthly payments of $298 (Total $1,840)
I wish to pay by q chq
or: q Credit Card: Type: ____________ No: ____________________________________________Expiry Date: _____/_____/_______
Name of Card: ___________________________________________________AMEX ID: _____________________________________
Please complete this Slip and return to Freepost 42, The Results Corporation, P.O. Box 221, Paddington, Q 4064...Or
fax to (07) 371 8574...or simply phone TOLL FREE 008 777 408 or (07) 870 3700 from Brisbane. 0154

Figure 28 - The guarantee on the $1,840 set of tapes is clear. This company - The Results Corporation - has a
Money Back policy on all their products - even their $4,500 seminars. What’s more there is no time limit. They
are one of Australia’s fastest growing companies. (See Bibliography on page 135)

How to increase your profits - by

42 giving money back to your customers...
 OLD FRIENDS
A great garment, like an old
friend is always there when
needed. At Northern Reflec-
tions we've constructed our gar-
ments to last like old friends. If
your purchase ever lets you
down, or doesn’t stand up to
normal wear and care, we want
it back, as much as you want
satisfaction. An exchange or
refund is your choice! Our pride
is in every garment and we are
only in business if we continue
to give you good value with your
NORTHERN
REFLECTIONS
new, “old friends.”

Figure 31 - A clothing company that stands behind its products. It’s also good business. Money back guarantees
increase sales. The large department stores have been doing it for years. That’s why they are large.

T RUE B LUE
CHEMICALS

Guarantee
If any product should not yield results as claimed the full pur-
chase price will be refunded upon return of any unused portion
within thirty days. The Company guarantees the quality of each
one of its chemical products. When its products are used as
directed, the Company warrants results as claimed by represen-
tatives and Distributors of True Blue Chemicals.

Customer

Product

Representative

Date

The Quality is Guaranteed

Figure 30 - This is a guarantee from a company that believes in the effectiveness of its products. Guarantees like
this one are a building stone for your success.

How to increase your profits - by

giving money back to your customers... 43
 How to write
10
newspaper and
magazine “ads” that are
600% more profitable
than “standard” ads...
When is the last time you rushed out to get a magazine
or a ne wspaper to read all the ads in it? Probably
never.
If you are like most of us, you buy newspapers and magazines
because of the articles they have in them.
You read the editorial articles and then some of the ads, if you
are interested. Yet, the people selling products or services
seem to try very hard to make their ads look like ads. It’s as if
they wanted to say, “Hey, there is an ad coming up. Skip it.”
It doesn’t make sense, does it? On the other hand I want you
to consider this…
There is no law which says that advertisement have to look
like advertisements. If you make your ad look like an editorial
article, you will attract more readers. According to David
Ogilvy, head of the world’s largest advertising agency,
roughly six times as many readers will read the average article
as they will an advertisement.
What’s stopping you from writing your own “editorial article”
and paying the newspaper to run it instead of an ad?
Just as if you were a reporter who heard a rumor about your
fantastic product or service and decided to write a story about
it.
Let’s face it, it’s unlikely that a reporter will rush out to your
place of business and write a story about you. So, the thing to
do is…
You be that reporter.
You write that feature “article” just as if you were a reporter
sent to cover a story on your business. And, at the end of the
“article,” as a favor for the readers…
You tell them where to come to take advantage of your great
offering and give them the phone number to ring.
How to write newspaper and magazine “ads” that
44 are 600% more profitable than “standard” ads...
However, after all this, make sure your story is typeset exactly
as an “article” in that magazine or newspaper would. Be-
cause…
Articles written by a reporter - or ads that look like arti-
cles written by a reporter - get almost 480% more read-
ership than something that obviously looks like advertis-
ing.
To maximize your response make all your ads look like
an editorial article written by the magazine or newspa-
per.
The best things in life are really simple aren’t they? Of course
you may want to know what to do if you don’t have the time to
write an article about yourself.
Simply locate a journalist who will write the story for you for a
fee. To find a journalist, call your local paper and ask the chief
editor if he knows a journalist who could do an article for you.
Lots of journalist want a bit of extra cash and the editor is sure
to know one.
He may even want to do the story for his own paper.
Find something newsworthy and customize it for your target
audience. If you are a video repairman, for example, you could
have a headline such as:
FREE Report for readers of XYZ paper. “How to main-
tain your video recorder to get a 30% better quality
video picture.”
You can learn to speak in front
of people
Do your knees turn to jelly and does your tongue get twisted
and dry when you get in front of people? Now you can learn
how to take charge in your next meeting or Sales and business
presentation and make the impact you want.
During a Talk Power Seminar you will learn the skills you need
to make you confident in any situation. You will participate in
the seminar, test your new skills and get immediate feedback
from the experienced leaders. The seminar is conducted over
two evenings from 3:00 to 9:00 pm with a maximum of 12
participants. This means you get personal attention and the
chance to practice as you learn.
Call Jeanette Stanley for more details and ask for your FREE
copy of The 10 reasons why people dread Public Speaking and
how to overcome it.
TALK POWER SEMINARS (established 1980) Carole
Cowna & Associates P.O. Box 190, Randwick NSW 2031.
Phone 223-5378
Figure 31 - This is a good example of an editorial style ad. It
gives a benefit in the headline and lots of information on how to be
a better public speaker.
 Advertisement

Aid for impotence It’s enough to I have traveled 132,000 kms

GRADUATE from Beijing
Chinese Tradition Medical
University, Dr. Liu, is a
Member of NSW Chinese
Medical Associations, she
has been practicing acupunc-
ture for 12 years, and sp e-
cializes in treating Impo-
tence, Diabetes, Headache,
Arthritis, High Blood Pres-
sure, Sleeping Problems and
Stop Smoking.
She blends Taoist philoso-
phy with her formal knowl-
edge to assist in treating her
patients.
Dr. Lui’s clinic is open 7
days a week at 1/124 Bland
Street, Ashfield.
Phone: 799 3144.
make me cry…
I am a reliable Sigma station
wagon born in 1986.
Because my owners want to
publish a book they are selling
me for just $5,900. About
$1800 below dealer prices. I
have a high roof and extra lug-
gage room with fold down rear
seats - great for a family or if
you need to carry things.
mostly in the country. That’s
why my engine and all other
parts are in perfect order.
I have air conditioning to keep
you cool and a stereo/cassette to
play your favorite tune. My
owners say they’ll even take a
smaller car up to $2,000 as a
trade in.
I hope you’ll look after me as
well as they did.
Call 98 1153

Figure 33 - This ad sold the car to the first person who

Figure 32 - This little article is certainly catching. called. There were three other serious inquiries after
There are a number of these editorial style ads ap- that. Ads that describe in detail what you are selling
pearing in the papers every week which means they get better response than ads that say nothing.
work.

Now you can cut
oil consumption
and save money!
“Some oils might cost less to buy but they won’t save you
money,” says Gavin Campbell of Penrite Oil Company.
For too long you’ve been told that oil consumption in your
car is “normal.”
Sure, your car might not be brand new, and perhaps its
done a fair few kilometers, buy you service it regularly so
you ask, why does my engine use so much oil?
Well let me tell you a bit about the subject.
It’s possible the oil you buy is inadequate or inappropriate
for the job it has to do in your engine.
You know, the specifications for engine oils are written in
America or Europe, and are based on sub-zero operating
temperatures.
There are various reasons for this. Just two amongst them
are; firstly, it is possible to drive a vehicle straight from the
equator to the artic circle. Secondly, the extended northern
hemisphere winters must be considered , when long peri-
ods of sub-zero temperatures are experienced.
Amongst the hundreds of tests lubricants are subjected to
during development, a re the ones concerned with viscosity
or “thickness” of the finished products.
One of these tests is called “Borderline Pumping Tem-
perature” and relates to the minimum temperature that
permits satisfactory oil flow through the oiling system of the
engine.
This is indicated by the first number you see in the desig-
nation for an engine oil, such as 5W/30, 10W in 10W/40,
15W in 15W/40 etc. The letter W stands for winter. The
temperatures these numbers relate to are –30C for 5W; -
25C for 15W.
In our opinion these extremely low ambient temperatures
are not relevant to normal operation of cars in Australia,
particularly here in Queensland. I think the lowest you’re
going to see is –6 to –7C around Stanthorpe in mid winter.
At Penrite we make our HPR Series of engine oils to suit
Australian conditions, our temperatures, our humidity, our
PENRITE OIL COMPANY PTY. LTD.
Photo
climate and most particularly your vehicle.
Just think; if the temperature where you are now is, say,
26C (and its probably hotter), that is a full 46C above the
temperature a 15W/40 engine oil is designed around and
56C above which a 5W/30 is designed around.
All oils thin out with heat, and multi-grade engine oils are
designed to compensate for this, hence the second numbe r
in the designation, ie: the 30 in 5W/30, or the 40 in
15W/40.
Our HPR Series of engine oils are all made with high vis-
cosity base oils specifically chosen to retain exceptional
body, at and above 100C. This means that the oils are
obviously going to be heavier at low temperatures too.
However if you are concerned about sub-zero tempera-
tures, supposing you do trips to the snow, or the Granite Belt
in winter, you need not be, because, for instance HPR 30 has
a typical Borderline Pumping Temperature of –12C, which is
more than adequate for Australian conditions.
Any oils that are inappr opriate for the job become easy to
push past the rings, and leak past the valve guides, even
though the engines may be in good condition and still have
plenty of power.
This is when the experts either say to you its “normal” or
else they’re recommending mechanical repairs.
“Quite often that’s totally unnecessary!”
Pernrite HPR Series engine oils can, in many cases, cut oil
consumption, improve engine life, reduce exhaust smoke
and most importantly, save you money.
I have numerous letters here and receive many phone calls
from our motoring friends telling me of their experiences
with our oils and how their cars are perfor ming.
You will be interested to read what Mr. Les Anderson of
dation of Ian Richter of Rathdowney Motors I began using
HPR 30 after he overhauled the engine and have traveled
over 160,000 km since, and use only 1/2 liter of oil be-
tween oil changes. I regard this as fantastic and thought I
would write and tell you. Thanks again for the ‘good oil.’”
Mr. Jim Wolters of Keperra has been a friend of ours at
Penrite for over 7 years and writes to me every so often in
one of Jim’s letters he says the following: “I’ve not only
stayed with HPR 50 but have changed my gearbox, diff and
radiator to your marvelous products. I drive an ‘81 GH
Sigma, and before using your oils, I used about 4 liters of
oil a month. Now I use 4 liters a year, a great improvement
you might say, and that’s an understatement!”
Mr. Ross Emery of Mackay wrote this about his experience
since changing to HPR 30. “After 18 months of use of HPR
30 I have only favorable things to say about it. After the
first week of use my fears about oil lag on start up were
allayed. Now I use Penrite oils exclusively. I couldn't afford
to use anything else!”
Like Ross and all our other friends, can you afford not to
use Penrite HPR Series oils?
Find out more about the pr otection you can give your
whole vehicle with HPR oils and Radiator Treatment. Cut
out and post the coupon to me today (you don’t need a
stamp) and I will send you our brochures and names and
addresses of nearby stockiest, then you too can start saving
money.
TO: GAVIN CAMPBELL
PENRITE OIL COMPANY PTY,LTD
Yes, I want to find out more about Penrite HPR Series
engine oils, lubricants and Radiator Treatment, and
the names and addresses of stockiest near my home
so I can give my whole vehicle protection, and save
money.
Mr./Mrs./Ms./Dr. ______________________________
Address ______________________________________
________________________Postcode: _____________
Cut out coupon and post to REPLY PAID No $
PENRITE OIL COMPANY P/L 18 LOCHLARNEY ST
BEENLEIGH QLD 4207
No postage stamp is necessary

PENRITE
18 Lochlarney Street, BEENLEIGH QLD 4207 Ph (07) 807 2977 Fax (07) 807 3266

Figure 34 - This “Article” is in every months issue of the RACQ road magazine. The company got around 147 replies in
the first week and 10 to 15 replies every day after that for the rest of the month. They sent out a package full of very in-
formative reading and a list of the dealers nearby.

How to write newspaper and magazine “ads” that

are 600% more profitable than “standard” ads… 45
 BRAVE
PHOTOGRAPHICS AND HAIRDRESSING
“BE BRAVE”
Specialist in photographic make-overs. Have our team of
professional make-up artists, hair stylists and photographers
transform you. Great Christmas gift. Bring this ad in for a free
8” x 10” (20 cm x 25 cm) print with your photo order.
SESSION FEE $95
1/46 CAVILL AVENUE, SURFERS PARADISE 701192
Under Melbas, Ex-Downtown Duty Free
27K110358
Before:
Figure 35 - Artistic ad layout. It contains very little information
on what you actually get in your photo session. The results for
this style of an ad were mediocre - around three to five bookings
per similar ad for another company.
After:
Figure 36 - A similar version of the editorial style of article now
used by the photography studio received an amazing 100 book-
ings for five weeks in a row. It was enough to book the studio
three months in advance. The added coupon attracted entries to
a competition. These were followed up on later.
How to write newspaper and magazine “ads” that
46 are 600% more profitable than “standard” ads...
HOW YOU CAN LOOK GREAT
(AND HAVE FUN) IN JUST THREE HOURS!
Have you ever wondered what makes those movie stars
and models look so good in their photos? Well, the pro-
fessionalism and pampering that has only been given to
the stars is now available to make
you look, and feel great as well. Photo
You can achieve those picture per- Illustration
fect looks easily with the help of the
Revamp team. A flattering make-
over can enhance your features for
the camera and for $95 up to three
different looks of your choice can be
created. Resume, fashion, portfolio, glamorous, sexy…..
anything…..your hair, your wardrobe and your accesso-
ries will be styled for each look (note the hairpiece in one
of these photos). Then the fun really begins. You get to
find out what it’s like on the “Star” side of the camera in
our ultra modern studio. It’s exciting...and it’s easy be-
cause we will show you exactly what to do—just as we
showed the women in the pictures
on this page. As well, you can see
Photo
immediately how beautiful you
Illustration
are looking on a high resolution
computer screen so all your fears
will disappear. “Is it really me,”
“I didn’t think I could look that
good,” so many of our customers
say. You may choose your pic-
tures straight away and all of your
photographs will be hand printed and retouched by the
Revamp lab (which does our work exclusively) and back
for you within a week. For extra convenience you may
also have your picture framed by our in-house framer.
It’s the best in one stop service and if you are not com-
pletely satisfied we will give your money back As a
S PECIAL OFFER, before April only, if you would like
to book in (or get a friend a gift voucher) we will give you
a free 8 x 10 inch photo (worth $65) with your order. So
give us a call now. We will be happy to tell you more.
PHONE * 920 564
FIRST FLOOR BEACH END *R*E*V*A*M*P
OASIS ON BROADBEACH
If you would like to enter our monthly competition post this to
REVEAMP COMPETITION P.O. BOX 1669
BROADBEACH 4218
Yes! I wish to win a makeover & photo session at REVAMP
(please tick) q
Yes! I wish to receive more information on REVAMP services
q
NAME _____________________________________________________
ADDRESS __________________________________________________
___________________________________ POST CODE _____________
PHONE ________________________________________ _______MAIL
How you can get
New Super-Strength
Vitamins at 50% off
normal retail prices…
If you, like thousands of others, get your
vitamins from a health food store, you are
paying 25 to 50% too much…
Most people don’t realize that you can order all
your vitamins from the comfort of your home,
saving yourself the costs of the middleman and
the usual retail overheads.
If you are currently buying Vitamin C 500 mg
with the delicious orange flavor from the stores,
you’ll be paying around $26.50 for 500 tablets.
The same product at XXXX company will cost
you just $14.50 - a savings of $12.
Not only will you save yourself up to 50% off
the retail prices, you will also get up to date nu-
tritional advice at no extra charge.
You can call our “Health Hotline” 7 days per
week and get expert advice from a leading nutri-
tional and health expert. This advice is FREE.
You also get FREE delivery and packing.
To introduce you to our vitamin range,
you can order 45 Evening Primrose Cap-
sules worth $15.50 for just $4.00.
All our products carry a full money back
guarantee.
Please send your details and cheque to
XXXXXXX at any city.
Name: __________________________________
Address: ________________________________
_____________________________P/C _______
Phone: __________________________________
Send to: XXXXXXXX any city.
Figure 37 - Advertisements similar to this one
have grown a vitamin company by over 400% in
the last four years. All the ads must be monitored
and compared to find out which publication is get-
ting results. This high copy ad will get better re-
sults than an ad that says nothing of value.
How to write newspaper and magazine “ads” that
are 600% more profitable than “standard” ads…
(ADVERTISEMENT)
YOU a Black
Belt in Karate!
You can be by this time next year with
this remarkable teaching method.
B ecoming a Black Belt takes 3 to Photo
4 years, usually. What you may
not realize, is that it doesn’t have
to take that long.
Bob McMahon uses the same
techniques that helped him win the
Australian and NZ Open Champion-
Caption Bob McMahon, winner of
Aust and NZ Karate Champion-
ships to teach you how to earn a ships shows a student one of the
Black Belt in just 48 weeks. Sensei Yamazaki techniques.
The Bob McMahon
Secret
His secret is in his unique tech- Last Class of ‘91
nique...and the intensity of your Special Offer!!
training. To be taught by Bob McMahon is
You are taken through step-by- a privilege in itself. It is an i n-
step with a small group of fellow valuable opportunity to be taught
students. No mixed level class. by the Master. He will take only
You progress FAST to a higher a limited number of students and
standard. classes are filling up fast. To
How did Arnold help you start in this rewarding
Schwarzenegger do it? sport, Bob McMahon will pro-
Big Arnie, Grace Jones, Sting and vide you with a mouth guard
Bridgette Nielsen were trained in (valued up to $85). But you must
weapon skills by Sensei Yama- act now.
zaki—the very same instructor who Call today to secure
trains Bob McMahon in karate. a place
MONEY BACK Call Bob McMahon personally
GUARANTEED on 390 8662. He will be happy to
By the end of the course Bob discuss class times with you.
McMahon guarantees you will be
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sess excellent self defense skills.
Otherwise, your investment will
be refunded to you in full THAT is
the power of the Bob McMahon
technique.
H9282C
Figure 38 - According to Bob, his “editorial” ad re-
ceived 209 calls from two insertions. It’s full of inter-
esting facts and has a Money-Back Guarantee. It was
written with the help of the Results Corporation.
47
 “O p i u m”
How to Buy a $1000 Opal For $19 oz?
for Only $520 It Must Be A Fake
IT IS. A fabulous fake of the $240 oz
Have you ever wondered what the price of an Opal is made up of? Or why a fragrance. Along with copies of Poison,
similar looking Opal costs $100 in one shop and $228 in another? On a Chanel No. 5, Shalimar, Ombre Rose and
$1000 Opal the price is usually made up like this: Eau De Givenchy.
All perfumes are made from a blend of
The mining, cutting, polishing and the other costs of getting the opal to you essential oils and alcohol, the copies are
made in France using the same ingredi-
comes to $520. The middleman adds another $120. The tour companies get ents that go into the expensive original.
a whopping $360 for recommending certain ships. When you buy your opal What you don’t pay for is the fancy bot -
from Endors you deal with the only people on the Gold Coast who mine, cut, tles, packaging, and movie stars promot-
polish, sell their own opals and manufacture their own jeweler. You save the ing the perfume.
$480 that other opal shops have to add for the middlemen and tour group Guaranteed to last longer than the origi-
commissions. That is why you can buy a $1000 opal for only $520. nal and you have a “100% MONEY
BACK GUARANTEE.” If you don’t
agree the perfume you get is not an exact
Why you also get better quality opals at Endors. match of the original just return the bottle
for a full refund.
George & Kathy Endor own opal mines. Kathy supervises the quality of the Call now to order your favorite and re-
cutting and polishing. She accepts less then 22 opals out of 100 for her opal ceive a sample size of a second perfume
gallery. Opals with tiny flaws that you would hardly notice are easily spotted absolutely free. Limited to first 100
customers.
by Kathy. In 23 years she has graded in excess of 136,500 opals...An opal Just $19.75 per 25 ml plus $2 shipping
can be cut and polished in less than 60 minutes. Endors craftsmen often and handling.
spend 10 hours shaping and polishing an opal. Tools specially designed by
them reveal the maximum fire. The more valuable opals are cut only by Call now(075) 563330
or (075) 935450
craftsmen with over 9,400 stones and 15 years experience.
You can choose from over 6,480 loose and set opals. From a small opal
worth $6.60 to a rare masterpiece.

Why is Kathy so strict with the quality of the opals she sells? Figure 40 - This is an editorial ad with a catchy
headline. It received four orders with on-going
The reason is that she gives an International Unconditional 100% Money business potential. You can experiment with small
Back Guarantee with every opal. Even after you return home you can send ads to see what’ll work for you.
back your opals if you are not completely happy.
ANA HOTEL

ELKHORN AVE.
Endors $5 makes $100
GOLD COAST HWY.

PACIFIC OCEAN

Turn $5 into $100 (and much more)

ORCHID AVE.

OPAL GALLERY
ESPLANDE

in one afternoon with just FOUR

PLACE BETS ON FAVORITES.
Open 7 days. Don’t believe me. Try FORTUNE
10 am to 10 pm ON FOUR & see for yourself. No
CAVILL AVE. Elkhorn Avenue and risk or obligation. Learn the clever
RAMADA HOTEL Gold Coast Highway
secret then use this amazingly simple
Surfers Paradise, Qld 4217
F R AX
EE

MAP REF PG 82/F9 betting plan at track or TAB for the

T

29 rest of your life. Proof sent of

incredible success achieved over 11
years’ use. Send no money—just a
Figure 39 - This ad appeared as an informative article on opals and
name & address on back of envelope
their values. It had another article titled “How to choose opals”
for FREE exciting booklet about this
with it in a tourist guide book on the Gold Coast. dynamic method. Send NOW to:
G. Sharp, Dept N P.O. Box 251
Sunnybank, Qld 4109 J2 198S

Figure 41 - This little ad appeared many times in the

last four and half months. It was coded for response.
Dept. N told the owners the date and which publication
the response came for. In this case it was “the Sunday
Mail,” 8/30/92.
How to write newspaper and magazine “ads” that
48 are 600% more profitable than “standard” ads...
 Local Health Centre
Breaks Through with
GUARANTEED
Weight Loss Program
Highland Park Health and Fitness Centre can show
precisely how you can take control of your weight.
Imagine fitting into all those clothes you want support and advice along the way to ensure
to and receiving comments from family and success. “You can lose weight, improve your
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it’s possible. Our fully supervised 6 week ess going if you begin to understand the whys
program with Free medical support gets you and hows,” Sonya said. Act now. A healthier,
the results you want or it costs you nothing. fitter trimmer you is just weeks away. Classes
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success.
sure we can help you and answer any other
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end of March you’ll be well on the way to
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ise.
Hundreds of delighted clients.
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owe their weight loss to our program. Photo
Renate Delaforce of Nerang said the program
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“I was not into magic formulas. The team at
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fuss way of helping you lose your weight.”
This 6 lesson 10 hour program combines Edu- Sonya Brownie outlined the program with
cation, Exercise, Stress control and a diet Renate Delaforce who said she was not into
program to show you the hows and whys of Magic Formulas. “I have found the program
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keeping it off is not just in the diet but in
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Pick up the phone now and call our weight
diet.
control hotline on 96 5111.
This nutritionally based program examines
many aspects of dietary management and
health awareness.
As part of the program you get your own HIGHLAND PARK HEALTH
unique dieting schedule and the support of
fitness instructors, naturopaths and other AND FITNESS CENTRE
health orientated professionals. 95 Alexander Drive, Nerang
Nutritionist gives the all clear.
Nutritionist Sonya Brownie says the right diet
PHONE 96 5111
approach is to advocate a shift in lifestyle with Dieting Success Guaranteed

Figure 42 - This “Editorial ad” got 40 to 50 calls every time it ran in a local paper. The cost was around $230. The
more interesting information you give, the better the results. The small photo and the FREE consultation all increase
response. The weight loss center also had a great guarantee - no weight loss, no charge!

How to write newspaper and magazine “ads” that

are 600% more profitable than “standard” ads… 49
 How to get
11
FREE products,
money and marketing
support from your
suppliers...
There is a man in Tulsa, Oklahoma, who writes a four
page advertising supplement every three months. He
inserts it in his local paper...and he doesn’t pay a cent
for it.
How come? Because his suppliers pay for it all.
Why would his suppliers want to pay for his advertising?
Because when he advertises he sells lots of their products.
He says to them,
“We’ll go 50-50. My half is writing the ads and putting it
all together. Your half is to pay for it all.”
Every supplier has a budget for co-op advertising. Co-op
advertising is money and/or products that the suppliers allo-
cate for helping retailers promote their products.
The funny thing is most of their customers never ask for it.
Most co-op advertising produced by the suppliers doesn’t
work. It usually consists of some weak, institutional ads
that the suppliers run on behalf of the retailers. Here is a
word of advice…
Don’t use their ads.
Instead, write your own ads, based on what you have
learned in this book and ask the supplier to contribute (see a
letter you can use on page 51). The suppliers can contribute
in four ways.
1. By giving you cash towards the cost of the promotion.
2. By giving you free products (see page 52).
3. By giving you a discount for the extra purchases
you’ll make as a result of the promotion.
4. By giving you preferential credit. You’ll pay in 60 or
90 days or whatever.
You can approach new suppliers in this way…
How to get FREE products, money and
50 marketing support from your suppliers…
“Mr. Product Supplier we are looking for a new sup-
plier. Your product and service is great and your price
is o.k. However, we are about to increase our marketing
efforts (start a new venture) and, quite frankly, you are
going to benefit greatly if we succeed.
We want someone who’ll share the risk with us. We
want you to help us in one of four ways (as above).
If you’re interested to help us grow, we’ll start with you
now, stay with you in the future, and as we grow, you’ll
keep getting our business…”
To get help from your existing suppliers (see page 51),
you can write a similar letter or call them in person
whenever you approach your suppliers with a request, or
anyone else for that matter.
Make sure you tell the supplier what’s in it for them.
Suppliers are only too happy to support you if they see
that you have potential. Show them your potential by
being well prepared BEFORE you see them. Have cop-
ies of ads, promotion details, costing and dates for the
promotion.
This shows them you are serious.
If they are smart and your promotion works, they can
document how it was done, and give it to their other cus-
tomers outside your area.
Point this out to your supplier. It will make your propo-
sition even more attractive. You can bet they probably
never thought of doing it!
What if you are a shoe shop and you only have one store
and your ad sells a 100 pairs of shoes? How many other
shoe shops could you sell your marketing system to any-
how?
Action Plan
Which suppliers will I contact to help me with my
promotions?
1.______________________________________
2. ______________________________________
3. ______________________________________
4. ______________________________________
5. ______________________________________
 Merlin’s Pizza

Palm Beach
17th November, 1992
1:24 p.m.

Would you like to increase your sales?

Good afternoon (MR. SUPPLIER’S NAME)

I have a way to increase your sales and profits through our Pizza outlet…

And I need your help to do it. YOUR BUSINESS

Let me explain what it’s all about.

We have engaged a professional marketing company with the aim to increase our customer base
leading to greater repeat sales of products.

To bring in new customers, we have come up with a number of strategies. We know that once a
new customer visits us, over 56% will remain with us as a regular customer.

We are both going to benefit from the new customers and the repeat business they bring us. I’d
like you to help me to make an attractive offer to get new people to try us out.

The way you can help is either with some advertising money or by supplying the stock we can
use as a giveaway or a FREE add-on to sales. This will be advertised to attract new people to
us.

If you help us with that, we’ll set up the whole promotion, pay for the advertising and marketing
costs. Plus, we’ll create some top flight promotions which you can use with your other custom-
ers in areas non-competitive with us.

Our aim is to maximize the number of new people we get from our promotions. We want to
develop long term, repeat business relationships with the new customers. This will lead to
much better results and profits as they come back again and again.

I’ll call you to show you an example of what we are proposing to do.

Thank You

Ron & Craig

MERLINS PIZZA — YOUR NAME

Figure 43 - Use this letter to get your supplier to help you get new customers and more sales from your existing
customers. You can also phone them with the same proposal. They will almost always give you FREE products
and if you sell lots of their products, you’ll get money as well. We have used this approach successfully many
times. Let me tell you, it works extremely well.

How to get FREE products, money and

marketing support from your suppliers… 51
 FREE Giant Cookie
Experience the blissful joy of a sweet and moist cookie
that won’t make you fat
Do you have someone special in
your life? Someone you would
swim across the ocean for, walk on
hot coals or move mountains for? Photo
That’s how I feel about my beautiful
little girl. And the cookie you are
about to taste is named after her.
Her name is Laura. I promised her I
would name the best giant cookies in
the world after her. Leonard and Laura are buying
you a Giant Cookie
I am buying your first Giant Cookie because I want to know whether I’ve
done the right thing by Laura and how much you like them.

Try either the delicious Macadamia Nut and Ginger Cookie or the Muesli
Cookie with fruits and nuts that just blend beautifully in your mouth. I’ve
arranged to have the Giant Cookies Thursday the 23rd and Friday the 24th
of April at the Ecology Shop, 116 Scarborough St., Southport,
Ph: 913 144.

Yes, I am dying to try one of your Giant Cookies. I’ll bring this
leaflet with me to the Ecology Shop, 116 Scarborough St., Sout h-
port and exchange it for one of the Cookies worth $1.30.

“Please give this person one Giant Cookie. It’s my shout!!!”

Leonard

One leaflet per person please

Figure 44 - This leaflet got a whopping 52% response. It was hand delivered to offices around the store. Some
350 people tried the cookie in two days. The supplier paid for the leaflet and the cookies. He now has a proven
way to start new customers in other areas.

How to get FREE products, money and

52 marketing support from your suppliers…
 Photo Photo

HERBS & HEALTH

Peggy Gellatley
Register feature RonGellatley

You don’t have to be sick this Winter...

EASY WAYS TO BEAT WINTER BLUES!
It is feared that a lot of people will be sick this winter.
You are asked to have influenza shots, get immunized,
prepare for the worst…
Sickies cost Australia millions of dollars in lost production every year and in this harsh
economic climate no-one can afford to be off sick, can they?
ESSENTIAL YOU PROTECT YOURSELF THIS WINTER
This “Register” feature is packed with good things to help you protect yourself this winter.
You can get a choice of two really top garlic products. You can get free Vitamin C with one
of them. You can get Evening Primrose Oil...the top brand...Efa mol...You can get Arthritis
tablets to help ease the pain that cold weather sometimes brings with it...if you find winter a
time of stress you can get a great bargain in Blackmores Stress B...You will find that this
supplement is packed with information that can only help you and your family.
And all the products can save you money...you don’t have to pay the earth either...there
are some tremendous discounts that we have negotiated just for you…

It is essential that you take steps NOW to protect yourself and your family against the ills
of winter.
Make sure you eat well...lots of good hot soups, broths...lots of lovely lentils, barley,
veggies and so on, MMMM, good stuff. Keep well wrapped up...don’t need heroes going
around giving us all the flu or a cold...drink plenty of hot drinks, take heaps of garlic and
Vitamin C...coddle yourself...you deserve it ...
DON’T DELAY...YOU MUST ACT QUICKLY
Now is the time to start building up your resistance. Don’t wait until you feel sick...don't
wait until your nose stuffs up, your head feels like lead, your throat is on fire...start NOW...
TODAY...come in and get your bargain from Herbs and Health...where professional advice
is FREE...

Photo Illustration

• Herbs and Health proprietors Ron and Peg Gellatley

WOMEN FEELING THE STRAIN (centre) with staff members Fiona Mathers (left) and
Julie Barter at the popular Kinghorn Street store.
Let’s face it...a lot of women today Ginseng a herb revered AND HERE IS
by the Chinese as a SOME GREAT NEWS
are feeling the strain...
tonic, Ginger used for LISTEN TO THIS

What with children
being the family chauf-
feur, holding down a job,
being mother, house-
keeper, patcher upper,
soother and so on…
NO WONDER YOUR
ENERGY LEVEL
GOES DOWN
Now you have tried
eating better.
You eat all the right
foods...as often as you
can...but what with the
pace of your life it is true
that sometime as you
don’t have time for
breakfast, lunch is a
sandwich grabbed as you
run...and at night you are
often just too tired to eat
after cooking tea…
SO YOU FIND THAT
YOU FEEL TIRED ALL
THE TIME
If this is you then
listen...here is something
that could help…
Natural Nutrition have
a supplement just for
YOU. It is called
WOMAN’S MEGA VIT
MIN. What is so special
about this supplement is
that it has in it THIRTY
SEVEN different ingredi-
ents. Not five or six but
37.
It has generous
amounts of all the vit a-
mins and minerals…
PLUS...herbs such as
Chamomile the soothers,
OUR
centuries as a stomach
soother. You would normally pay
It also has Raspberry, $14.90 for the 50 tablet
Fennel, Barberry, size.
Horsetail and Spear-
mint… You can have this
women’s supplement
PHILOSOPHY...
AND THAT’S NOT ALL less a massive twenty
percent.
It also has Royal
Jelly, digestives, amino
You pay only $11.90…
a saving of THREE Rule Number One…
acids for concentration. DOLLARS.
This supplement has So if your diet is not The Customer is always right
been ESPECIALLY adequate to support your
designed for today's busy lifestyle you could
busy woman.
This has helped lots
find as so many other
women have that Natural Rule Number Two…
of local women whose Nutrition’s Woman's Mega
diet has not been Vit Min is just what you If the Customer is ever wrong
adequate enough to have been looking for.
support their busy re-read Rule Number One...
lifestyle...it could help
you too.
South Coast Register, Wednesday, May 20, 1991 45

Figure 45 - This is one of the eight full-size pages that Ron Gellatley had in his local paper every three months - FREE.
He writes great copy and notice the benefit-giving headlines. These articles get results and the suppliers pay.

How to get FREE products, money and

marketing support from your suppliers… 53
 Eleven tested
12
per and lower case type. We are used to that. If you
write in capitals it takes time to study them out. You’ll
lose readers that way. Follow the natural and usual for-
methods to mat.

increase the selling 4. Pictures don’t sell. In most cases the cost of the ex-
tra space taken up by a picture will not pay for itself.

power of your
You must experiment in trying ads with and without pic-
tures and working out the cost of each. In food lines and
some color magazines the opposite may be true. You
ads, letters and have to test it and see.

promotions... 5. Always tell the full story. People don’t read ads in
series. Every ad should tell the full story. When you at-
tract a reader’s attention, present all arguments for your
What makes one marketing approach get a huge re- product or service. You may not get another reading
from that person in months. Always include all the im-
sponse and another fail miserably? More often than
portant appeals your product has.
not, it’s the execution. It’s the way you do it.
The general rule for ads, letters, etc, is…
All advertising and marketing is based on fixed principles.
Advertising operates according to fundamental laws and not
“The more you tell the more you sell.”
chance. These laws and principles were set down by a man
named Claude Hopkins in 1923. They are based on 36
You wouldn’t send out a salesperson and tell them to
years of tested and monitored advertising - ads, letters and
“keep it brief.” You’d want them to present all the ad-
promotions whose results were measured and compared.
vantages of your product or service.
The advertising laws were set by doing marketing cam-
Advertising is simply “Salesmanship in Print” or what-
paigns on hundreds of different products, from toothpaste to
ever media you are using.
motor cars. Thousands of ads, headlines, and layouts were
compared and analyzed.
6. Superlative claims don’t count. Give actual facts
and figures. To say something is “The best in the world”
The following 11 laws were based on the results obtained
or “Nearly 7,000 have been sold” or “Great service”
from these tests.
makes no impression. They are expected claims. The
reader loses respect for you because of the exaggeration.
There are exceptions that do not follow these laws; how-
ever, they are few and the products promoted are usually in
To say “People from 38 countries have tested our prod-
such demand they would have succeeded anyway.
uct” or “6,586 have been sold” or “You’ll have it deliv-
ered in four hours or it's Free” is believable.
Here are the 11 laws that
will increase your results. If you say “Our product will last up to 37% longer” peo-
ple will realize you have made comparisons and don't
1. Coupons and 800 numbers increase response. Count- expect you to lie in print.
less tests prove that coupons multiply returns. People defer
action then forget. A coupon is cut out and it reminds the 7. Never advertise negatively. Always present the at-
person to take action and send it. The 800 numbers encour- tractive side, not the offensive side. Show and feature
age people to phone because it’s free. the happier results which come from your product or ser-
vice.
2. Always write in 8, 10, or 12 point type. Most of your
reading is done in newspaper size print. If you test your re- People are seeking happiness, safety, health, love and
sults, you will find that oversize type does not pay. Double acceptance. Show them the way to get it.
your size and you double your cost. If your story is interest-
ing, people will read in in their usual type. If it’s not, they Picture the rich, not the poor, when selling wealth. To
will not read it in any size of type. sell toothpaste picture clean, bright teeth and smiles, not
decay and bad breath. (See page 58)
3. Don’t use capitals. Most of our reading is done un up-
Eleven tested methods to increase the selling power
54 of your ads, letters and promotions...
8. Prevention does not sell. Cure does. All tests in
advertising show that people will do little to prevent
troubles. They will do anything to cure troubles that ex-
ist. They will not anticipate disasters.
They are seeking advantages - improvements - new ways
to satisfy desires in their life. Focus on solutions and
your results will increase.
9. It is an uphill battle to sell products in print or in
person without samples and FREE trials. To succeed
in your business, you must let prospective customers
sample our products. This allows them to be emotionally
involved with your product.
For low cost products such as foods, drinks, and high re-
peat sales items, give them a FREE sample on inquiring.
For larger items, a FREE trial, or inspection period is a
must. The cost of this free sampling is the cheapest way
to get the highest results from your ads.
Free sampling will build up your business in the quickest
and cheapest way.
Action Plan
Use this checklist to increase the effective-
ness of your ads, letters and promotions…
1. Do I use headlines that target my customers?
________________________________________
2. Do I offer benefits in my ads and headlines?
________________________________________
3. Do I test different headlines? ______________
4. Do I test different offers? ________________
5. Do I write in upper/lower “newspaper print”
type style?
________________________________________
10. Learn what headline most appeals to your target
customer. You will multiply the results of your ads by
eight, 14 or 19 times by a change of headline.
A headline acts as a flashing light with a person’s name
on it. You select what you read by headlines. So it is in
ads. You must always measure what effect a change in
headline has on your results.
11. Never rely on your judgment and experience in
advertising. Test everything you do in the most exact
way possible. A panel of advertising experts was asked
to vote on a series of ads to determine which got best re-
sults.
In all cases they got 50% WRONG when comparing
these ads.
Are you game to say you know better?
Test headlines, prices, and guarantees.
Test everything you do and monitor the results.
6. Do I give actual facts and figures to support
any claims I make?
________________________________________
7. Do I make it easy for potential customers to
try my products at my risk?
________________________________________
8. Do I advertise the positive and what people
will gain by using my products?
________________________________________
9. Do I tell the full story in each ad?
________________________________________
If you answered yes to less then three of these,
you have work to do. If you got four to six yes
answers, you are on the way to success. If you
got more then seven yes answers, you are proba-
bly very rich.
Eleven tested methods to increase the selling power
of your ads, letters and promotions... 55
 Hands-on healing
A profound experience of
renewed vitality and serenity
Reiki I - This is the first level of energy
enhancement, taught during a two and a
Stub your toe or bang your head and most likely your first response is to place your hand half day seminar with a series of four
on the spot, to soothe the pain. This is a basic instinct and in fact, everyone has a centre of ‘fine tunings’ in the context of under-
standing the metaphysical causation of
energy in the palm of each hand which is a measurable current. diseases. Classes are limited.
Throughout the ages, gifted ones have been able to channel healing energy in a more pow-
erful way to effect ‘unexplainable cures.’ Reiki II - This is the advanced level of
energy enhancem ent enabling distant
This gift of healing energy can be enhanced in everyone through a technique called ‘Reiki.’ transmission of energy and a clearer
It was rediscovered in Japan late last century by Dr. Mikao Usui, a Christian theologian hon- perception of causations. It is taught
ored by the Japanese emperor for his work for humankind. Rei-ki simply means ‘universal life over a period of three days or nights.
Classes are limited.
force’ (complete with the Chinese term ‘chi’ or ‘qi’).
The practice of Reiki energy channeling requires no special belief system and does not (008) 244 368.
conflict with the philosophy of any religion, as it enhances perception on every level of body, Sydney: 540 3193
mind and spirit. Beth Gray’s
Reiki was introduced to the western world after the Second World
War by Hawayo Takata, a Hawaiian American woman of Japanese de- Reiki Seminars
To reserve your seminar
scent, who had been appointed the direct successor of Dr. Usui’s honored place, please return a copy of
colleague, Dr. Ch ujiro Hiyashi. Photo the coupon below with your deposit to
Hawayo Takat, Reiki Grand Master, (who died in 1980), appointed the PO Box 653, CARINGBAH NSW
2229.
Rev. Beth Gray and her husband John as the first in her line of secession Reservation by priority of booking.
of Reiki masters and Beth Gray has been traveling to Australia twice a
year since 1983, having created over 5,000 Reiki channels during that
Beth Gray Reiki Grand Master
time. PRIORITY RESERVATION:
As awareness and demand for the gift of Reiki has grown, Rev. BETH GRAY’S REIKI SEMINARS
Beth Gray has trained Reiki teachers in accordance with the exact APRIL - JULY 1991
system handed down by Dr. Usui over 100 years ago. In Australia, Bookings are allocated in order of receipt
she has appointed her deputy Barbara McGregor, to teach Reiki to of reservation wit h deposit.
these exacting standards, in locations she cannot visit within the
demands of her busy international schedule. q Please reserve my place in the next
available Reiki I seminar in the location
These higher energies are used by the subjects’ body-mind-spirit indicated. Course fee $200. I enclose
to aid regeneration according to innate intelligence, and students are $50 deposit for my priority reservation.
Barbara McGregor reminded that they themselves do not diagnose or effect cure. Reiki
Reiki Master is a valuable adjunct to all forms of holistic healing. It insulates q Please reserve my place in the next
available Reiki II seminar in the location
professional practitioners from the energy drain often associated indicated. I understand it may be nece s-
with a heavy patient workload and enhances intuitive insights. Ex- sary to review Reiki I in preparation.
periencing the flow of Reiki energy brings a sense of upliftment and Course fee $500. I enclose $100 deposit
for my priority reservation.
tranquility as well as renewed vitality.
There are no further levels of Reiki energy transmission to her Preferred locatio n: (Please delete)
than the commitment to service in teaching which is a vocation
q Sydney/Newcastly/Canberra/Wagga
reserved for those with a minimum of five years service and experi-
q Brisbane/Gold Coast
ence and a stringent set of ethical criteria. No further fees are pay-
q Melbourne q Adelaide
Dr. Usui able and students may review and monitor at future seminars, by q Perth q Tasmania
Reiki Founder agreement with seminar co-ordinators.
Name____________________________
Address _________________________
For details of the 1991 Beth Gray Reiki Semi- ________________________________
nars teaching schedule around Australia, or for State__________ Postcode__________
the names of professional practitioners in your Telephone: Bus Hours______________
After Hours_______________________
area for consultation, please telephone - Sydney Occupation_______________________
enquires: 540 3193
PLEASE SEND WITH STAMPED, ADDRESSED
ENVELOPE FOR REPLY ACKNOWLEDGEMENT
Dr. Hiyahi Hawayo Takata

Figure 46 - This ad was well targeted in a health magazine. It has a free 008 number (800 number), a coupon and is
written in upper and lower typestyle for easy reading. The photos can attract attention and project a human and believ-
able image to the reader. There are plenty of benefits and reasons why this healing method will benefit the person who
learns it.

Eleven tested methods to increase the selling power

56 of your ads, letters and promotions...
 Amazing new book shows…
“How to increase your
profits in a recession”
“This Australian marketing manual is guaranteed to make
you money.” Paul Veron - Publisher of Asian Business
Just published - a
new Marketing Manual to
help you generate immedi -
ate sales and profits.
For a tiny investment it may hold the key for
your business survival and thousands of do l-
lars in extra profits.
See the Yellow Pages ad on page 30 that gets
980% increase for the owner of an engine re-
conditioning business. That meant an extra
$11,480 in sales per month. Use the step by
step guide to produce a similar ad for your
business.
Look at the $171 promotion on page 40 that
returns $3,547 in extra sales for a restaurant.
You can adapt it to your business with the
instructions given in the book.
Use the letter on page 148. It’s getting a 48%
response for an insurance product. Or see the
simple post card mailing on page 197. It gets
47 people to call a hotel for every 200 sent.
These are just four of the 77 ads, letters and
promotions you can adapt for your business.
You’ll get 58 other proven marketing strate-
gies.
Here is some of the information
you’ll learn…
• Why marketing is the easiest way to make
more money in your business.
• Six Marketing Principles you must know to
make your sales and profits soar.
• How to make powerful offers to instantly
attract new customers to your business.
• How to collect your customer’s names - use
them to make extra profits - And turn them
into a saleable asset.
• Your Yellow Pages ad - A simple technique
to get you up to 980% better result - at no
extra cost.
• How to write headlines that’ll get you up to
19 times greater response to all your Ads,
letters and brochures.
• How to increase your profits by giving
money back to your customers.
• How to increase the readership and the
results of your newspaper and magazine ads
by 450% or more.
Figure 47 - This “article” has a benefit headline that targets the customers I want. It is written in newspaper style
and upper/lower typestyle. It has testimonials and gives plenty of benefits and reasons why you should get this
book! The small photo draws attention to the article just like in the newspapers.
What Others Say…
“I got an extra $11,480 per month from a
Yellow Pages Ad written by Peter Sun.
That’s ten times the response from last
year.”
• How to get FREE Photo
products, money and
Mark Nellson - The Engine Shop
marketing support
“With an ad written by Peter Sun I sold my
from your suppliers.
• Eleven tested meth- business in 1 month for $20,000 more than
ods to increase the I’d been trying to sell it for during the past
selling power of your 2 years.”
ads, letters and pro- Richard Gelle - AirCold Transport
motions. Peter Sun - author
• How to guarantee “I got 16 jobs worth $44,870 in the first 4
10%, 25%...or 50% more sales by asking a
simple question.
weeks after mailing out your letter.”
• Nine quick ways to raise cash for your Brian Morris - The Journalist Agency,
Sydney
business - NOW. Plus more.
How to market, promote and “I’ve read your book twice and made a
make more money in 41 specific number of notes to increase the business of
businesses. BEC clients.”
In part 2 of the manual you get specific Do-It- Tim Farren - Tweed District Business
Yourself strategies for increasing profits in Enterprise Centre
over 41 businesses.
Some of the business analyzed range from
accountants, restaurants, hairdressers and “My business increased by 39.5% in three
supermarkets to wholesalers, insurance, baker- months after using Peter’s methods. Out of
ies and hotels… 18 promotions I did, 16 were profitable. I
The Manual is written in easy to follow every- got 86 new customers and $673 in profit
day English, making it a pleasure to read. A from one promotion costing $65. Another
technique the author recommends you use in
returned $3,547 for a cost of $171. And I
all your business communications if you want
can use th em over and over again.
better results.
Leoni Colwill - Elephant Rock Café,
Currumbin Beach
Here’s what to do now.
For immediate delivery by return mail…
“My advertising sales and new subscrip-
Call (075) 981153. tions have gone up by 87% and 227%.
or fax your details to (075) 98 1061 This has meant an extra $135,000 in bot-
tom line profits.”
Peter Sun Direct Marketing
29 Woodgee St.
Paul Veron - Vacations and Asian
Currumbin 4223 Business Review Magazine
“This book is full of the facts that can make
people in business more profitable. If you
Your Guarantee If you are in business, any sort of business, drop
don’t agree you’ll increase your everything and read it.”
profits by using the information - Winston Marsh - International Business
return the manual within 60 days
speaker and President of Australian
for a full refund.
Speakers Association, Melbourne
Eleven tested methods to increase the selling power
of your ads, letters and promotions... 57
 FREE
This week at your store
See Coupon

Those Pearly Smiles

Do what they do-millions of them
Fight the dingy film on teeth
There is a way to whiter teeth, to greater beauty, sweeter smiles.
You know that if you look about.
Millions are using a new way to teeth cleaning. They combat the
film, which other millions have.
Go now to your dealer and ask for a free test of this new -d a y
method.
Most teeth are unclean
Most teeth are coated more of less by Nm. Yes, feel it now-that
viacous coat. Leave it, and its coat discolors, forming dingy coats.
That is how teeth lose luster.
No ordinary toothpaste effectively combats it. So well brushed
teeth may suffer.
Film causes most tooth troubles. It holds food substance which
ferments and forms acid. It holds the acid in contact with the teeth to
cause decay. Germs breed by millions in it. They, with tartar, are
the chief cause of pyorrhea.
People of some 50 nations now employ that method, largely by dental
advice.
This test will show
This test will bring you either new effects, equally important.
Pepsodent multiplies the alkalinity of the saliva. It multiplies the starch
digestant in saliva.
So those great factors, there to combat mouth acids and starch
deposits, are given multiplied effect. That means great new protectives.
Present the coupon for a 10-Day Tube. Note how clean the teeth feel
after using. Work the absence of the viacous film. See how teeth
become whiter as the dim coat disappears.
This test will be a revelation. You will alway s want in your home
these benefits and delights. Cut out coupon now.

A serious matter
Film is a serious matter. So dental science has long sought for
ways to fig ht it. Two have been found. One disintegrates the film at
10-Day Tube Free It is Free
all stages of formation. One removes it without harmful scouring.
Many careful tests have proved these methods effective. A new
At your store this week This ten-day test.
type tooth paste has been created to apply them daily. The name is
Pepsodent. Simply send
coupon.
Insert your name and address and then present this
coupon and you will receive a 10-Day Tube of Pepsodent
Protect the Enamel for Free.
Pepsodent disintegrates the film, then removes it If you live east of town, mail coupon to: The Pepsodent
with an agent far softer than enamel. Never use a Company, 1101 S. Wabash Ave., Chicago, IL and tube
film combatant which contains harsh grit. will be sent by mail. Two other needs
discovered

Pepsodent Your Name

Address
Two other essentials were revealed by
research. So Pepsodent multiplies the
alkalinity of the saliva. That is there to
neutralize mouth acid, the cause of tooth
The New-Day Dentifrice Present Coupon to
decay. It multiplies the starch digestant
A toothpaste based on modern research Now in saliva. That is there to digest starch
advised by leading dentists the world over deposits on teeth.

Film—the robber
DEALER’S NAMES

of all tooth decay, Learn Photo

how millions now combat it
The cloudy coat on teeth is film. At
first the film is viacous—you can
feel it now.
That film is clinging. No ordinary
to oth paste effectively combats it.
So, in old -way brushing, much of it
clings and stays. Food stains, etc,
discolor it, then itforms dingy coats.
That is why so many teeth are
clouded.
Film is unclean
Film is unclean. When it lingers
on or between the teeth it threatens
constant damage.
Film holds food substance which
ferments and forms acid. It holds
the acid in contact with the teeth to
cause decay. Germs breed by
millions in it. They, with tartar, are
the chief cause of pyorrhea.
Thes e film caused troubles that
became almost universal. They were
constantly increasing. So dental
investigators started out to f ind ways
to fight them.
Pepsodent
The New-Day Dentifrice
A scientific tooth paste based on
modern research made to meet
modern requirements. Now advised
by leading dentists the world over.
Two methods found
In this research two methods were
discovered. One disintegrates the
film at all stages of formation. One
removes it without harmful
scouring.
Able authorities have proved
these methods effective, by many
careful tests. A new -ty pe tooth
paste was created to apply them
daily. The name is Pepsodent.
Leading dentists everywhere
began to advise it. The use fast
spread the world over. Now careful
people of some 50 nations have
adopted this modern tooth paste.
Protect the Enamel
Pepsodent disintegrates the film,
then removes it with an agent far
softer than enamel. Never use a
film combatant which contains
harsh grit.
10-Day Tube Free
THE PEPSODENT COMPANY,
Dept. J. 1101 S. Wabash Ave, Chicago IL
Mail 10-Day Tube of Pepsodent to:
Every use of Pepsodent brings these
combined effects. Together they bring a
new conception of what clean teeth
means. You will be amazed and
delighted.
You see results
at once
The Pepsodent results are quick and
apparent. Some are seen and felt at once.
You can have no doubt about them.
Send the coupon for a 10-Day Tube.
Note how clean the teeth feel after using.
Mark the absence for the viscouse film.
See how teeth become whiter as the film-
coats disappear.
Compare this new way with the old.
Then you will know what method should
be used by you and yours. Cut out coupon
now.

Figure 48 - These ads are selling smiles and beautiful teeth. They have good headlines. You get a FREE sample.
They were written by Clause Hopkins, the “father” of scientific advertising methods.

Eleven tested methods to increase the selling power

58 of your ads, letters and promotions...
 How to get
13
10%, 25%...or
50% more sales by
asking a simple
question...
One of the easiest ways to increase your profits, is to
ask a customer who has just purchased something to
buy something else.
Next time you are at a McDonalds Restaurant watch how
they do it. They’ll ask you the question, “Would you like
some french fries or a drink with that?” That question
probably gives them an extra $700 or $800 MILLION in
sales each year worldwide.
How can you profit from this knowledge?
No matter what business you are in you can add-on and
cross-sell products to your customers. What would happen
if you owned a shoe store and you asked your customers as
they were about to pay for their purchase…
“Would you like some shoe polish with that,” or “Do you
need any socks?”
If you serve 50 customers a day and only one customer in
five takes you up on the offer, it means ten extra sales -
sales you never would have had. At say $2 profit per item,
you have $120 per week extra profit.
That’s $6,240 per year!! For one tiny item!
Car dealers are experts at up-selling. You start with a basic
$10,000 car and then you add some cloth seats, radio, air
conditioner, and power steering and you’ve just spent an-
other $3,500 - all in last the 10 minutes of the sale...after
you’d already signed up for the basic car!
They don’t make much money on the car itself - they make
it on the “extras.”
A Shell service station in Bowen won a competition for sell-
ing the highest volume of engine oil. When I asked the
owner how he did it he replied, “It’s easy. We say to every-
one - Please lift your bonnet and I’ll check your oil.”
Since RACQ research found that 75% of all cars run low on
oil, that Shell service station sells lots and lots of oil. At
$1.80 a liter profit, the owner can make more money on
the oil (which is sold at full price) than on the average
discounted gasoline sale.
What other businesses can use this technique?
Every business has opportunities to up-sell or cross-sell.
A paint and tile store has developed a checklist (see Fig-
ure 49 on page 60).
When the customer is at the cash register, he/she gets one
handed to him/her. The staff member says, “To save you
time later, would you like to use this checklist to make
sure you have everything you need?”
•Clothing stores can have a checklist of accessories
with every suit or dress.
•Hardware stores could mention a special offer on ham-
mers, rubber gloves or torches.
•Wholesalers can up-sell a cover for the computer or a
box of floppy disks.
• Restaurants can suggest taking home a pie.
• Alarm or air conditioning installers can have a chec k-
list of other services the homeowner may need - things
such as fencing, carpets, and landscaping. They can
then refer those leads to other people for a fee or a per-
centage of the sale.
The point is, IT WORKS.
The customer feels that you care because you are
thoughtful enough to suggest something that may be
needed, and you get the benefit of “Extra Profits.”
Profits you never would have had.
How will you know if it works for you? Try it.
Do if for a week or two using different items and ap-
proaches. Have a competition for your staff.
Have a prize for the staff member who sells the most of
the chosen item each week.
And watch your profits climb.
How to guarantee 10%, 25%...or 50%
more sales by asking a simple question… 59
1. What products or services can I up-sell to
my customers at the point of sale?
______________________________________
______________________________________
______________________________________
______________________________________
______________________________________
______________________________________

Your FREE Paint Checklist

Have you got everything you need to do the job properly?
Save yourself time by using this checklist.
Paint ……………………….. ………………………………………………………………………...q

Trim Paint……………………………………………………………………………………………..q

Undercoat……………………………………………………………………………………………..q

Anti-Mold preparation for bathrooms & moldy areas………………………………………………..q

Pollyfilla for filling in plaster…………………………………………………………………………q

Putty for filling in wood………………………………………………………………………………q

Turpentine for clean up……………………………………………………………………………….q

2” paintbrush for fine details………………………………………………………………………….q

4” paintbrush for corners……………………………………………………………………………...q

Paint roller & cover…………………………………………………………………………………...q

Roller tray……………………………………………………………………………………………..q

Extension handle for paint roller……………………………………………………………………...q

Ladder…………………………………………………………………………………………………q

Eye Protection glasses for sanding & ceiling painting………………………………………………..q

Sandpaper for timber & walls…………………………………………………………………………q

Sanding blocks for rubbing back walls……………………………………………………………….q

Dust Masks for dust protection while sanding………………………………………………………..q

Masking tape to reduce paint splatter………………………………………………………………...q

Paint guide for painting near carpets………………………………………………………………….q

Dropsheets (2 x min)………………………………………………………………………………….q

Throwaway overalls to protect your clothes………………………………………………………….q

Figure 49 - This checklist is on the counter of a paint store. It reminds the customers of everything they’ll need.
Every customer is given a copy of this checklist as their receipts are being done. It saves the customers time ...and
of course, it increases the sales.
How to guarantee 10%, 25%...or 50%
60 more sales by asking a simple question…
 How to use
14
U.S. Post
Office and Ma Bell to
triple the inquiries
and sales in your
business...
How would you like to TRIPLE the results you get
from every sales letter you send to your existing and
prospective customers?
Yes it is possible…and you may even do a lot better.
A charity organization called QUT sent two letters asking
for donations. The second letter was followed by a phone
call. The result before the phone call was 1% - one donation
from each 100 letters sent.
The result after the phone call was a HUGE 24% - 24 peo-
ple out of each 100 letters sent out donated money to char-
ity.
I sent a letter “disguised” as the front page of a newspaper
(see Figure 50) to owners and Managing Directors of large
companies. It was laminated, framed and sent by Express
Post. The result after I phoned was a 75% response.
Before the phone call - NO response.
Action Plan
1. Am I making a phone call before I send out an
important letter?
__________________________________________
2. Am I following up with a phone call two days
after I send the letter?
__________________________________________
3. Do I test mailing by Federal Express for extra
impact?
__________________________________________
You may not have a product expensive enough to do
such a fancy “letter.” However, it’ll work for any letter
you send.
Here is how you can increase your profits with the
“Phone, Phone, Mail, Phone” technique…
Imagine you are selling a product or service to other
businesses. The first step is to find out the name of the
person who will make the buying decision.
Next you call that person and write down a short mes-
sage that you will say to him. Something like this…
“I’ve got a product (service) that will save you time -
increase sales - keep your factory clean etc. etc. I’ve
summarized the benefits in a one/two/three page letter.
Would it be O.K. To send you the letter and call you
later to see what you think of it?”
Then you mail your letter by Federal Express.
Wait a few days to make sure they’ve got the letter and
then follow up with another call, this time to make the
appointment, get the order or whatever.
Phone, Phone, Mail, Phone - that’s it in a nutshell. How-
ever you may test different combinations of this ap-
proach. There is no “Right” or “Wrong” in Market-
ing.
The rule for everything you do is simple. Test it on a
small scale and see.
If it works - use it.
Other action and ideas: _____________________
________________________________________
________________________________________
________________________________________
________________________________________
________________________________________
________________________________________
________________________________________
________________________________________
________________________________________
________________________________________
How to use U.S. Post Office and Ma Bell to
triple the inquiries and sales in your business… 61
 Latest Australian

Daily News
Edition

March 1, 1993 Weather: Excellent for increasing your business. Phone: (075) 981 153 Free for business mined people.

Peter Ruefli’s Audi

Sells 1200 Cars In 6
Months…
...And Saves $2,500,000 on
Their Marketing Costs
Special Report by Peter Sun

S ydney - Audi Australia Corporation, these strategies

has just realized their
most successful six months
ever. The record sales
achieved by the company
have stunned the car in-
dustry.
Peter Ruefli, Audi’s general
manager spoke with our re-
porter to comment on the rea-
sons for this amazing result. “I
am absolutely delighted. If you
asked me six months ago I
would have never believed it
possible.” Said Mr. Ruefli.
“Developed by Peter Sun from
Peter Sun Direct Marketing and
Brian Sher from the Marketing
brought amazing results at a
fraction of the cost of using a
conventional advertising and
marketing approach.”
Congratulations on the suc-
cess of the promotion came
from even the Prime Minis- The Audi 30 2.3 E...Sold 1200 in six months and $2,500,000
ter - Mr. Keating. under budget. Said Peter Ruefli.
“If all companies had the
vision and leadership that
$52,000,000 for the next major campaign. And
Audi has, this country would -
six months it looks as if using Direct response
n’t be in a recession. I con-
we will be in for another marketing techniques
gratulate Peter Ruefli on his
record. Peter Ruefli targeted at our most likely
initiative.” said Mr. Keating.
stated. And the methods prospects. This gave us
used for these results? instant results and we
Of course all this has meant
Well, it was simply a could monitor exactly
the most profitable six months
matter of testing our mar- what response we were
Audi has ever recorded. With
keting in a limited area, getting for every dollar
sales projections of more than
before committing to a spent.

Figure 50 - This promotion was laminated, framed and mailed by Federal Express to Owners or Managing Directors of large
companies. It is made to look like the front page article of a newspaper with a story about the person to whom it is addressed.
When followed up by a phone call, all owners said they read it and three out of four were interested in more information or an
appointment with me.

How to use U.S. Post Office and Ma Bell to

62 triple the inquiries and sales in your business…
 How to get
15
your customers
to tell you what you
should be selling to
them - and to thank
you for asking...
What is the easiest way to find out exactly what your
customers and prospects want? That’s right, you ask
them!
Ask them what they want, what they think about your
service and what you can do to serve them better.
This is such an obvious thing to do, and yet almost nobody
does it. It is an amazingly simple way to give you a “selling
edge” for all your future marketing efforts.
Not only that, your customer s are delighted to tell you what
they think. After all, they are the ones that keep your bus i-
ness alive. The business is there for them.
People love to help and give advice. Didn’t your family and
“friends” give you heaps of advice when you were about to
start your business? Well, you customers are just as keen -
and their advice is a lot more useful.
There is an example of a very simple survey on page 13 of
this book. The information was collected right at the time
of the sale - in this case after they finished their dinner.
Over 95% of the people asked were happy to fill in the sur-
vey.
Another way to get feedback is by having a “Customer Sug-
gestion Box” in an easy to see place at your business. A
gym in Melbourne called Re-Creation has a suggestion box
in their changing rooms. They ask,
“How was your work-out?”
The answers help them give their members what they really
want.
You can also get information by mailing your customers the
survery sheet and a little “gift” for filling it in. Have a look
at Figure 21 on page 36 for a sample letter to send with your
survey.
The survey sheet for The Ecology Shop (see page 65) con-
tains all the vital information they need. The answers help
them improve their service and their store and help them
make relevant offers.
For example: If you answered no to the question “Do you
have a water filter?” and later on you ticked water quality
as your areas of concern (as many people did), The Ecol-
ogy Show would know you are a prime prospect for buying
a water filter. If you said you had arthritis, they will offer
you a sample of celery extract which relieves it.
Are you getting the idea? Good.
Your own survey should give you all the information
you need to know about what your customers really
want and need.
Not what you think they should have.
There are several other ways to gather this information. As
well as mailing it with a little “gift” or “bride” for returning
the survey, you can phone and ask your customer the
same questions.
Or, better still, take the time and talk with your customers
when you see them in person. Your customers will tell you
everything you need to know to get more of their business.
You may think that your customers are too sophisticated,
too simple or that they will feel their privacy is being in-
vaded with all these questions.
You may even be asking….
“Wouldn't it be better to keep shoving products and sales
promotions down their throats? Sales promotions of prod-
ucts and services they don’t and never will want or need?
Just as I have been doing up till now?”
NO! NO! NO!
Believe me, if you follow what I have told you, you won’t
even have to be sneaky and pretend you are working for a
radio station doing a survey.
The way The Ecology Shop did it was simple to say…
“You must have noticed the survey we’ve enclosed. This
is, in fact, an important tool. For us to give you the best
service we can. Donna and I really believe in personalized
service for you.
Be filling it out, you make sure that we’ll look after you the
way you would like us to.”
How to get your customers to tell you what you
should be selling to them and to thank you for asking… 63
Plus they included a $3 gift voucher with no strings at-
tached as a thank you.
Their customers were delighted. Over 26% returned the
survey and 44% used the attached $3 voucher.
Your customers will love it as well.
Action Plan
Here are some questions I can ask
my customers in a survey…
1. How did you hear about us?
_______________________________________
2. How often do you visit us?
_______________________________________
3. What else can we do to improve our service?
_______________________________________
_______________________________________
_______________________________________
4. What other products or service would you
like us to provide?
_______________________________________
_______________________________________
_______________________________________
5. Other questions relevant to your business.
_______________________________________
_______________________________________
_______________________________________
6.______________________________________
_______________________________________
How to get your customers to tell you what you
64 should be selling to them and to thank you for asking…
All you have to do is twist and change the questions to
suit your business and you are on your way to lots of
happy customers.
And increased profits.
7.______________________________________
_______________________________________
8.______________________________________
_______________________________________
9.______________________________________
_______________________________________
10._____________________________________
_______________________________________
Other action and ideas: ____________________
_______________________________________
_______________________________________
_______________________________________
_______________________________________
_______________________________________
_______________________________________
_______________________________________
_______________________________________
_______________________________________
_______________________________________
_______________________________________
_______________________________________
_______________________________________
_______________________________________
_______________________________________
_______________________________________
 Questionnaire
Please, help us give you better service and keep you informed on subjects of interest.

Name:_________________________________________________________
Address:___________________________________ Post Code: __________

• How did you get to know about our shop?

q Yellow Pages q Newspaper q Friends q Walking by

• How often do you come to our shop?_______________________________

•What do you like the best about the shop and why?____________________
______________________________________________________________

•What do you like the least about the shop and why?____________________
______________________________________________________________

• What other products would you like to see in the shop?_________________

______________________________________________________________

• What else can we do to improve our service to you?___________________

______________________________________________________________

• Do you have a water filter system at home? q Yes q No

• If yes, what kind is it?___________________________________________

• Is there any health related subjects that interest you in particular? Check off
as many as you want.

Allergy Chemicals in Food

Chronic Fatigue Syndrome Health resorts
Organic fr uits & Veggies Alternative medicine
Vitamins Any other subjects:___________
Arthritis __________________________
Osteoporosis __________________________
Water quality __________________________
Chemicals in the house __________________________

Figure 51 - This survey forms the basis of The Ecology Shop future service improvement and marketing promotions. It
tells them what the customers are interested in and how to improve their service and product range.

How to get your customers to tell you what you

should be selling to them and to thank you for asking… 65
 Market Survey for the Engine Shop

First Name:_________________________ Surname:__________________________

Company:_____________________________________________________________

Address: ______________________________________________________________

Telephone No: _______________________________ Fax: _____________________

Hi, I am doing a market survey on engine reconditioning. Would you mind answering
a few questions for me?

Do you do your own reconditioning? q Yes q No

Who does your reconditioning work at the moment?____________________________

What do you like the best about their service?________________________________

_____________________________________________________________________
_____________________________________________________________________

What do you like the least?_______________________________________________

_____________________________________________________________________
_____________________________________________________________________

How could they improve their service to you?_________________________________

_____________________________________________________________________
_____________________________________________________________________

What are the three most important things for you? E.g.. (pick up and delivery, reliabil-
ity, good work)
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________

Figure 52 - This is a survey used by an engine reconditioning company for service stations and motor repairers. The owner
wanted to know what services were important to them from their existing suppliers. Based on their answers, he will then know
what to offer to get their business. His follow up letter will also contain an offer of $100 credit towards the first month’s ac-
count with the Engine Shop. He can make this offer because each new trade customer is worth several thousand dollars in re -
peat business.

How to get your customers to tell you what you

66 should be selling to them and to thank you for asking…
 Six ways to
16
monitor and
test all your marketing
efforts - to generate
maximum results from
every Marketing Dollar
you spend...
There is a saying which goes - “There are only two
things that you can be sure of in this life, death and
taxes.”
You may or you may not agree, but one thing is certain:
“Nothing in this book is guaranteed to work for you ex-
actly as I have said.”
It may bring you more results or it may give you less. But
no matter what, all throughout this book I have repeated and
will repeat again -
“You must test everything you do.”
To be able to test you must know what results you are get-
ting from each one of your present marketing efforts. You
do this by monitoring the results of every ad you run, every
marketing approach you do and every letter you send.
Please do not rush out all excited with these new concepts
and ideas and spend $10,000 sending out letters or giving
away free samples, only to find it didn’t work.
Test everything on a small scale first, monitor the results
and if it shows a good result - then, and only then, should
you commit to using the idea, letter or ad on a large scale.
That way you’ll never have to say, “I did just as Peter told
me in his book and he screwed me. It didn’t work.” Rather
it’ll be, “Peter told me to test everything first and I didn’t.
Silly me!”
Ask yourself in all your promotions. What did it cost? How
many people came in? How many people bought? What
was the value of the average sale? How many people will
come back after the first sale? What was my cost of in-
Six ways to monitor and test all your marketing efforts - to
generate maximum results from every Marketing Dollar you spend…
quiry - my cost per sale? When you have the answers,
you’ll be able to approach all your marketing efforts in a
scientific and predictable way.
Here are six ideas on how to test and
monitor all your marketing efforts.
1. Ask every customer who buys from you, or even cus-
tomers inquiring to buy, how he or she heard of you. You
can say something like this, ‘We get a lot of referrals. Is
that how you got to hear about us?” This will get a re-
sponse of “Yes, it was a referral.” or “No, I actually saw
your ad in the….”
You’ll get the answer you need.
2. Have a coupon on your ads. Ask the people to bring
in the ad or the letter to receive the special offer you are
making. (See page 68-69) Never commit yourself to any
form of promotion or advertising where you cannot meas-
ure the results.
3. For every promotion you do, use a Promotion Analy-
sis form (see page 70). Buy a binder for clear display
pages. Place a copy of every promotion you do in a dis-
play page. On the other side of each promotion, record the
results and insert the analysis sheet.
Whenever a promotion shows a profit, keep on doing it. It
becomes your benchmark.. At the same time, keep testing
on a small scale. TRY to beat your benchmark with differ-
ent offers, headlines, people targeted or strategies.
After a while, you’ll have a number of promotions that are
showing a profit in your binder. You can then decide in
advance which one you want to use. And you’ll know - in
advance - what results you should get from it.
4. Write on every sales record what marketing effort
that person came from. You can attach the relevant ad or
coupon to the sales record if the customer had to present it
to get his special offer. Have a large envelope and keep all
the voucher and sales records there for your analysis after
the promotion is over.
5. What should you test in your ads and letters? You
should test headlines, prices, offers you make, people you
are targeting, and different actions when you tell the reader
how to take advantage of your offer. Test positioning on
the page and in the publication. Test different publications
and time of year when your ads appear.
6. What to test with sales people and telephone inquir-
ies? Test different approaches that the sales people use.
67
 Test different follow up offers and different packages
that they can offer.
If your customers and prospects phone your business,
you can test prices and offers. You can test different
ways of answering the phone and different approaches
for getting appointments. If you are getting ten calls a
day and making two sales, doesn’t it make sense to
find the approach that will make one, two, or more ex-
tra sales. You’ll double your sales and your profits
will skyrocket for no extra outlay.
A carpet cleaning company gets 15 calls per week
from their TV ads. They sell ten to 12 carpet cleanings
from these calls. Now they put their prices up by 10%.
Their sales do not change. However, that 10% in-
crease in price is a 50% increase in profit with no
extra work or expense.
Can you think of three things you could test right now
in your business? Great, write them down.
You’ll never have to wait for “word of mouth” to
bring you business. Now you have a scientific ap-
proach to your marketing. Plus, you have your binder
of proven promotions and analysis results. You have
extra profits on tap…
Now, go start testing and monitoring today.

Action Plan
1. Do I know where my customers are coming 3 ways I can test in my business...
from?
______________________________________ 1. ____________________________________
2. ____________________________________
2. Am I analyzing all my promotions? 3. ____________________________________
______________________________________

OASIS BRASSERIE
& BAR
All meals under
Lunch
$10 and
Dinner

OPEN 7 DAYS
• Aussie Tucker • Mexican • Italian
• American • Chinese • Seafood

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Figure 53 - This ad keeps appearing in the Gold Coast papers. Over 100 people bring in the coupon with the Buy One -
Get One FREE offer - on Friday and Saturday nights. More people come in during the week. Some of the customers will
come back, making this a very successful little ad. It could be improved by making it clearer to read and not in reverse
type. White on black typestyle has been tested to decrease results by over 50% in some ads.

Six ways to monitor and test all your marketing efforts - to

68 generate maximum results from every Marketing Dollar you spend…
 You can get
hot cappuccino
for only $1
A tiny shop in the BROOKSIDE EATERY sold 8031
cappuccinos in just 12 weeks.
VITA MINUT JUICES AND CREPES inside the
FREE - Homeowners
Eatery couldn’t believe it without checking again. But
it’s true, daily records confirm this amazing figure.

Why do you buy so many? going around the corner into

Maybe it’s because you get
hot flavor— some, creamy
cappuccinos. They’re
served quickly and made
only w ith milk, no added
water. Tempting scones and
raisin toast are available too.
Skim Milk. There’s also
steamy cappuccino made
with skim milk. No need to
think about calories. Just
indulge a little with a skim
milk cappuccino or milk
shake and feel great about
saving calories. Or you
might prefer freshly
squeezed orange juice with-
out added sugar.
You receive more smiles
every time in this friendly
shop. We believe it’s worth
the Eatery for a special treat.
Others do too.
Customers often come back
to say “That was lovely” and
“Best cappuccino I’ve had.”
$1 Cappuccino. To cele-
brate our record sales you
are offered a cappuccino for
only $1, but only with this
coupon. Your coupon also
goes into a draw for Allan
Seal’s exciting book “Indoor
Gardening.”
We want you to say
‘HULLO’ with this coupon.
Fill it in and bring it along.
As we can’t keep up such a
special offer for long, please
come in soon.
Decorating Guide…
...For choosing colour combinations of
Paint, Tiles and Wallpaper.
If you are renovating or from the experts on which col-
building a new home our best suits each other plus
lots more.
you’ll appreciate how Get your Free Homeowners
important colour co- Decorating Guide from Colo-
ordination is for your Makers now.
home. It can mean the differ- Call 244-150 or post the coupon
ence between a very average today to:
looking home and a really beau- ColorMakers Paint and Tiles
tiful house you’ll be proud to 139 Pacific Hwy
Tweed Heads, 2486
call your home. You’ll learn tips
Yes! I’d like your FREE Homeowners Decorating Guide to
choosing colour combinations. (Please Print)

First Name:____________________ Surname: ________________________

CAPPUCCINO FOR ONLY $1 Address: _______________________________________________________

I would love a hot creamy cappuccino for $1
P/C _________________ Phone: ___________________________________
Mrs/Ms/Mr _________________________ Mail to: ColorMakers 139 Pacific Hwy, Tweed Heads, 2486
Address ___________________________ Phone: 244-150
___________P/C _______Ph__________

VITA MINUT JUICES & CREPES,

BROOKSIDE EATERY
Offer valid to 15 March 1989

Figure 54 - This editorial type was placed in the Figure 55 - The response to this lead generating ad is easy to
local paper. One hundred twenty-eight coupons measure. ColorMakers will either get a coupon back or a call
were redeemed and more people came in without asking for the free decorating guide. This method will reach
the coupon. It resulted in a 35% increase in the potential customers who are about to renovate.
sale of cappuccinos, plus there were add-on sales.
After the promotion, the sales continued at $30 a
day above the previous level - that’s $9,360 in ex-
tra sales per year.

Six ways to monitor and test all your marketing efforts - to

generate maximum results from every Marketing Dollar you spend… 69
 Promotion Results Analysis

Promotion name:
People and areas targeted:
No. of letters sent, vouches given out:
No. of people responding:
Percentage of vouchers or letters back:
Total $$ sales from the promotion:

Less cost of sales:

Less cost of promotion or ad:
Net profit or (loss) on promotion:
Total sales less (cost of promotion and cost of sales)
Profit / (loss) per customer:
(divide net profit/lo ss by number of people responding)

Comments on the results:

PLEASE NOTE: If you have a high repeat business, it is acceptable to have a Loss on the first time customer.
You’ll make up for it in future sales. The idea of analyzing your results is to achieve the highest profit or lower
cost per customer from the promotions you do. Once you have a good result, keep doing that promotion while
trying to beat it by testing different approaches, headlines, offers, etc.

NEED HELP? We guarantee to increase your turnover and profits or our services are FREE! If you want help
in using this form or if you want to increase the results from your Yellow Pages ads, brochures, direct mail or ads con-
tact Milldona Group, 239 E. Country Drive, Bartlett, IL 60103. Phone: (630) 736-0468 Fax: (630) 736-0488.

Figure 56 - Use this analysis sheet for your promotions. Keep a copy of the promotion in a binder in a clear display page and
insert your results in the other side. You’ll have a record of marketing successes and failures. You can use the best ads as
you need them. Ads and promotions that have worked and which you have monitored and recorded are like cash in the bank.
You can draw on them whenever you need more business.

Six ways to monitor and test all your marketing efforts - to

70 generate maximum results from every Marketing Dollar you spend…
 Nine quick
17
The dresses are selling for $650 each or more. A boutique
in Chicago is selling the same dress for $980 right now.
Call me and I’ll give you their name, so you can check.
ways to raise However, I’ll let you buy up to two of these creations be-

Cash for your busi- fore I put them on general sale - for only $380 each.

ness - NOW...
Plus I’ll do any alterations, normally $25, for Free. But
you must come before the 29 Twionnptembfer toyourGeorgne
Is your business in trouble? Do you need to raise cash
fast? With these nine strategies you can raise the cash
you need for expansion of your business, purchase of
new stock or more long term marketing strategies.

You can adapt every one of these ideas to almost any type
of business…

Strategy #1...Make an offer

to your existing customers.
The easiest and quickest way to raise cash is to go to your
existing customers. Since they have already bought from
you, they are most likely to buy again, because they know
and trust you.

You have their name on a mailing list, delivery receipts, or-

der records, job sheets or warranty cards. Make a special
“valued customer” offer to these people. You can mail to
them, phone them, or call on them in person.

You may want to use a wording like this…

“I am sending you this letter for a very special reason. I’d

like to say…

Thank You!

I appreciate repeat customers more than any other kind.

You are the real reason for our success. You are the one
that keeps us trading year after year.

Rather than just saying ‘Thank you,’ I’d like to do some-

thing more meaningful and valuable to you.

Here is what I’ve come up with…

I just got in 120 of a new style of dresses (cars, beds, ham-

mers, tiles, etc. etc.). These dresses are individually de-
signed by Jacque Dior. They are made from the finest Swiss
cotton and lined in French silk. Just to try one on is an ex-
perience by itself. These dresses just float with your every
movement. You’ll look your best anytime you wear one.

Nine quick ways to raise cash

for your business - NOW... 71
•Weight loss clinics can pre-sell 6 or 12 month’s worth of
appointments or diet meals at a discount.
•You can add value by offering a bonus with the pre-
payment. For example the movie house can offer 15 mov-
ies for the price of 10.
•The Laundromat can offer FREE drying with every wash,
if you purchase 10 washes is advance.
•The car cleaning can offer a wax (worth $20) with every 5
cleanings paid in advance.
•Hairdressers can offer 5-6 different services worth $148
for $59. (See page 110)
And so on…
This strategy will give you immediate cash. You should set
aside a portion of this money to fulfill your obligations, and
use the rest of the money to develop some of the other mar-
keting ideas in this book.
Strategy #3...The “Special,” “VIP” or
“Preferred Customer” Club concept.
In a nutshell, this is an offer inviting a limited number of
your customers to join a Special Customer Club.
Memberships can be FREE or you can charge a small fee.
All members get the opportunity to purchase at discounts
over regular customers, plus you can throw in bonuses of
your product etc. Look for high perceived value but low
cost bonuses. Club members should also get first hand no-
tice of new products, regular newsletters and other benefits
you find appropriate.
Some of the up market hotels use this strategy to get their
guests and people living near the hotels to use their facili-
ties. They will telephone or send a letter offering an exclu-
sive opportunity to join their Club. The Sheraton Mirage
charges $150 to join their Club and then you get to eat at all
their restaurants for 50% off. Plus there are other benefits.
This strategy will give you up-front cash as well as extra
revenue from future mailings to these customers.
Strategy #4…A “Regular” Sale.
The sales that work the best need a rational and believable
explanation for the price reduction. You must compare the
reduced price to the regular price to show the value you are
offering.
Nine quick ways to raise cash
72 for your business - NOW...
If you add a bonus or an extra offer in addition to the re-
duced price, it’ll increase the success of the sale. You must
use a headline that “sums up the guts” of the offer you are
making (see page 93).
Let me give you an example.
To scream that you have something on sale for 25%, 50%
or 70% off is ineffective when everyone else is doing the
same. Your sale and the value you give must be exception-
ally attractive. How do you do that? By starting your ad,
letter, phone call, radio or TV ad with a headline or its spo-
ken equivalent.
You can use something like...
•A $3,560 Australian Leather Lounge Suite for just $990
plus you’ll get a $149 foot stool - Free.
•A 1992 remote control Color Sony 10” TV with stand.
On sale for $100 less then 1978 black-and-white TV
prices.
•Get all your laundry done for only $2 per load plus 25
cents for drying - next seven days only.
•An $80 dinner for two, complete with one bottle of
French champagne and two pre-dinner cocktails for only
$29 weeknights and $39 weekends.
•$14,000 Ford with $2,480 in factory options. Plus $2,850
in dealer extras, a two year 60,000 miles warranty and two
free services - all for only $13,950 including all on road
costs.
•Mermaid computer retailer blunders. Over-orders in re-
cession. All stock 50% off the marked prices.
•Air conditioners installed in any home for $100 less than
the regular price, with two annual service calls worth $150
for FREE.
•A $159 pair of Reebok shoes for only $99 plus you get a
three month gym membership worth $129 - FREE.
• Cappuccinos for only 49 cents - this week only.
The important thing is to…
First, give the essence of your offer in the headline. The
aim is to get the prospective customer’s attention to read on
to find out more!
Next, you must justify with solid, logical reasons why you
are giving such a great deal - why they cannot get this deal
elsewhere.
You can establish the credibility of your price by educating
the prospect of the industry pricing policies. Some of the
reasons for giving such a great deal may be as follows:
“We ordered 450 of the XYZ product for the summer sea-
son. Normally we only have about 30 left by this time.
However, someone forgot to tell my buyer we are in a reces-
sion.
We still have 250 of the XYZ product left - and my account-
ant is screaming. To be able to buy new season stock we
must first sell 230 of these widgets. It is costing us $35 each
month in interest plus the profits we are losing by not hav-
ing the new stock in the store.
We will sell them for 65% less than you will buy them at Joe
Blogg’s store.
However, you must act now.
This offer is only good until the 25th of September. After
that we’ll put them in storage and hope to make up our
profit and expenses with the expected manufacturers in-
crease of 27% next year.
This means you are saving 75% if you buy now.”
Another effective approach is to simply tell the truth…
“Quite frankly we are going broke. The recession has
caused our sales to drop by 47% and now the bank is
screaming for their money.
If we don’t come up with the cash, they’ll take a lot. We fig-
ured we’d rather sell everything at our cost less 25% and
pay them off. That way we keep the house and maybe we’ll
move to smaller premises until the recession is over.
You must act now. We have only until the 29th of November
to pay the bank…”
Another way to justify the price drop is…
“As part of a bold marketing test we want to find out, what
effect price has on the sales of our widgets.
For the next 14 days only we have devised an experiment to
cut our profits by 98%.
This makes the XYZ product 37% cheaper than you can buy
anywhere in Dallas. If our test works and we sell lots of the
XYZs, we’ll be able to buy large quantities and get an extra
discount allowing us to make a profit on this offer.
If not, we lose all our profit and probably the business as
well. To give us a chance if it doesn’t work, we are limit-
ing this offer to the first 800 customers. After that, prices
go back to their old levels.
In either case, this offer ends on the 15th of December,
1997.”
Strategy #5...Network with
another business.
Go to a business that would logically benefit most by ac-
cessing your customer base or prospects. Allow them to
access your list for 50 - 50 or 60 - 40 (or whatever you
agree on), of the profits they’ll make.
To get the best deal, show the other person how you have
spent thousands of dollars building the trust of your cus-
tomers. Tell them you will endorse and recommend them
to your customers to make the sale easy for them.
The important thing is to go to people with top quality
products or services, that your customers or prospects are
likely to want and need.
For example:
•Stationary stores can joint-venture with computer, phone,
fax and photo-copying companies.
•Clothing stores can go to a shoe store or a local restaurant
or a travel agent.
•Brake repair shops can go to tire retailers, muffler ships,
service centers, etc.
•Gyms can go to sports clothing and shoe shops, health
food stores, adventure travel, local restaurants, etc.
Strategy #6...Sell licenses of your ads,
techniques or letters to others.
If you have perfected, documented and quantified an ad,
letter, technique, promotion, sales approach or a production
system that saves or makes money...you can sell a license
to use all those techniques to other people in your industry
who aren’t in your competing area. You should sell for a
fee plus a percentage of the savings or the increased sales.
The important thing is to document the results you get with
your ads or methods. This makes it easier to sell the idea
to others.
Nine quick ways to raise cash
for your business - NOW... 73
You can even employ someone to sell the techniques to the
other people on a 50 - 50 commission basis.
Strategy #7...Barter your product or
service for someone else’s product or
service. Then convert it to cash.
Say you are a car dealer who wants to advertise in a new s-
paper or a magazine. You can trade a car for at least equal
and probably double or triple its retail value in advertising
space. (The cost of the page being much lower than that of
the car.) They can sell the car for cash and you get the
chance to sell other vehicles for cash and get more value for
your advertising dollar.
A restaurant can swap dinners for printing, advertising and
even stock and furniture purchases.
There are a number of barter and trade exchange organiza-
tions that can help you trade out your excess stock and give
you extra business.
These organizations work in a similar way to a credit card
account. Whenever you need to buy something, you go to a
directory of members and your account is debited by the
amount of your purchase. Likewise, when you sell some-
thing, your account is credited by the sale amount.
One of these trade exchanges is called BarterCard. They are
based on the Gold Coast and have over 3,000 members.
Strategy #8...Go to a Charity, Club
or any other non-profit group -
(find one with lots of members).
Get a charity, a sporting or hobby club to sponsor an event
or a mailing to their members. Give their members a dis-
count or a special offer and donate a portion of your profits
back to the charity or group sponsoring you.
You may even get your promotion inserted into their mail-
ing and have them pay for the postage.
This concept will work well if your offer is attractive
enough for their members.
You are leveraging their goodwill and you get to access
hundreds or thousands of people with their endorsement.
Nine quick ways to raise cash
74 for your business - NOW...
Strategy #9...Get my help to implement
the strategies in this book. If I can’t
help you, I will put you in touch with
someone who can.
IMPORTANT NOTE: These nine strategies will only help
you in the short term. To build a lasting business you must
implement an on-going policy of nurturing your customers
and constant testing of other, more lasting strategies and
concepts.
Free dog clipping -
Value $25
For small breed only.
Why do I make you this generous offer? Simply
because I know that once you’ve tried my service,
you’ll be delighted and you’ll be back. Your dog
will be caringly looked after. I have 11 years of ex-
perience in dog grooming on the Gold Coast.
Offer valid on presentation of this coupon for small breed
dog, on week days only.
Valid from 25/05/93 to 25/07/93
Cannot be combined with another offer.
Free packet of 6 biscuits
worth $1 with every kilo of pet meat
on presentation of this coupon.
Valid from 25/05/93 to 25/07/93
Cannot be combined with another offer.
Shirley, the owner, will be happy to help
you with all your pet needs. Come and see
the beautiful baby cockatiels.
Figure 57 - How to beat the recession. This coupon offer was
distributed to 10,000 homes. The pet center has been booked
a solid week in advance since. This is the first promotion that
worked for them. The secret lies in the FREE offer.
Strategy #1. What offer can I make to my ex- Strategy #5. What businesses can I network
isting customers? with?
______________________________________ ______________________________________
______________________________________ ______________________________________

Strategy #2. How can I pre-sell my product or
services?
______________________________________
______________________________________
Strategy #3. Do I have a VIP Customer Club?
If not when will I start one and what form will it
take?
______________________________________
______________________________________
Strategy #6. What process, ad or system have I
developed in my business that could I sell or li-
cense to other businesses?
______________________________________
______________________________________
Strategy #7. What business can I barter with?
Would I benefit by joining a Barter Network?
______________________________________
______________________________________

Strategy #4. What reasons why will I give for
a regular sale and when will I have it?
______________________________________
______________________________________
______________________________________
Strategy #8. What charity group, club, associa-
tion or sports organization could I access to pro-
mote my products to their members?
______________________________________
______________________________________

$5 Five Dollars $5
This voucher will buy you Five Dollars worth of products
at The Ecology Shop where you will find an exciting range
of chemical-free products.
To know more about The Ecology Shop, turn this voucher over.

The Ecology Shop, 116 Scarborough S t., Southport, 913144 (opposite Monarch travel)
This voucher is valid for June and July 1992

Figure 58 - This currency was printed by a health food shop. It can be used as a giveaway for first time customers or to
pre-sell to their own customers at a discount. The Ecology Shop gave $10 in Eco-dollars to customers purchasing over
$100 of goods instead of a discount. Customers perceive this $10 to be more valuable - the $10 probably only costs you
$6 in real terms.

Nine quick ways to raise cash

for your business - NOW... 75
 V.I.P. This Entitles Cardholder
to a Discount of

CUSTOMER 10% Off Framing & Art materials

ART IS LIFE

& 5% Off Laminating

No……………………………………...

Cutters Art
30-32 CURRUMBIN CREEK ROAD Picture Framing Block Mounting
ELISE & NARRENE CURRUMBIN QLD 4224 Art Supplies Photo Restoration
CUTTER PHONE: 346 988 Laminating Art School

Present this voucher every time you enjoy a meal of at least

$5 - which can be any combination of meals, drinks, and
cakes. We’ll stamp your card each time - you’ll get one
V.I.P. FREE drink after 5 stamps and $5 OFF your next meal after
10 stamps.
Garden of Eden
Frequent Diners Club

1 2 3 4 5 6 7 8 9 10
Wholefoods
Niecon Plaza
Broadbeach Qld
Ph: (075) 389 488
________________________________________
V.I.P. DINER

FREE Kleins
Kleins TRIAL CARD FULL CLUB MEMBERS
EXCLUSIVE BENEFITS

25% THIS CARD ENTITLES THE

BEARER TO 25% DISCOUNT
OFF KLEINS STICKER PRICE
•
•
•
25% DISCOUNT.
1000s OF PRIZES TO BE WON
EXCLUSIVE PRODUCT OFFERS
• REGULAR CASH PRIZES

DISCO • FURTHER 10% OFF ALL SALE ITEMS

UNT • VALID IN ALL KLEINS STORES
YOUR TRIAL CARD
EXPIRES LAST DAY
CLUB LIKE THE BENEFITS?
12/11/92 JOIN THE CLUB!
Pay your annual membership fee of $5 and receive your card
immediately.

• The 25% Discount applies to Kleins Sticker Prices

• If any item is on “Sale” you will always receive a mini-
mum 25% discount.
• If a sale item is reduced by 25% or more, as a club
member, you receive a further 10% discount.

THIS CARD IS NOT TRASNFERABLE

Figure 59 - Examples of customer Club Cards. Basically a business card that may be laminated, these cards give the customers
the feeling that they are special. The benefits range form 5% to 20% off all purchases to a FREE meal or Gift Voucher for every
$XXXX spent at a particular business. This approach keeps your customers loyal to your business.

Nine quick ways to raise cash

76 for your business - NOW...
 Now here’s a Proven Low Cost and Supremely
Effective Way to Make Your Car Last Longer
with New, Improved Formula NULON
People have been flocking into WA’s big The Nulon E30 Supreme
Save up to 8 cents a litre on fuel with Nulon and automotive accessory stores group, Ma r- Engine Treatment
lows, to get supplies of Nulon engine
protect your investment today. treatments. Recommended
The company’s manager of stock control
Cut down on motoring costs right now with proven Nulon Now. New formula Nulon have come up Retail Price
systems and purchasing officer, Mr. Des

NULON
with a unique range of proven Australian products marketed and satisfactorily used in the Middle East
Europe, America and South East Asia. Over the past decade over 5 million astute motorists in Austr a-
Ellis, said consumer acceptance of the
product has been excellent.
$39.95
lia alone have used the product satisfactorily. Here now are just a few products for your car or com- Since Nulon had been re-launched in WA
mercials, tried, tested and proven to save you money. What’s more, if the claims we make in the earlier this year, Marlows has had to in-
advert do not substantiate, we will GIVE YOU YOUR MONEY BACK. See your nearest stockist crease its stocking of the Nulon range of
listed and save on motoring costs right now. products by up to 50 percent, due to de- If your car engine is in good condition,
mand. the Nulon E30 treatment ensures it
“They wanted Nulon products which we maximum engine performance and
had not stocked, but public awareness of protection for 80,000 kilometers (1,300
Nulon, the engine treatment, has had enormous suc- them has caused us to introduce the new hours). It reduces fuel and oil consum p-
lines,” he said. tion, maintenance costs, mechanical
cess since its re -launching on the WA market. There noises, and reduces cold start up dam-
age and promotes a quieter smoother
has been overwhelming response and support by Photo engine. Ideal for petrol engines.
consumers in the automotive area. The Ultimate Nulon E10 Engine
In the first month alone, there was a 467 cause engines and their moving parts to wear Treatment to Give Your Old
percent increase in demand for the product with out. Car engine a New Lease of Life
36 percent more growth in each of the two With Nulon, the maximum benefit is achieved
following months. when you change the oil filter and the oil then Salesman Ian of Marlows, with Bruce Recommended
Its WA distributor, Statesman Enterprises Pty adds the product. McMahon an avid believer in Nulon. Retail Price
Ltd. says the response by buyers has increased It assists the piston movement in the early

the company’s turnover dramatically.
Nulon which is manufactured in Australia
adds a friction modifier to an engine’s working
parts, cutting down on wear, enabling it to run
smoother and more economically.
It contains Teflon - the same product used on
non-stick fry pans and a patented product of the
Du Pont company of the USA.
Nulon is designed as a metal coating to resist
friction and heat build-up, the two effects that
Someone who knows the Nulon magic...
A well-known identity in the WA automotive
scene over the past 30 years, Don Hall, of
Subiaco, is totally convinced about the m agic
powers of Nulon’s Teflon-based engine trea t-
ment.
He describes ias remarkable the effect it had
when tried on one of his family cars, a Range
Rover.
He said it was unreal how the Nulon lowered
the noise levels in the 4WD’s gearbox and
transfer case and even made gear selection
much smoother and easier.
start-up stage when much cold-run wear is
caused.
Statesman’s two sales managers, Shane
Taylor, industrial, and Terry Saville, commer-
cial, have been inundated with calls from the
public praising its results.
Many have trailed it and were happy with the
results and benefits such as cash savings
through better running engines.
“All I could hear was the noise of the tires,”
said Don, former motor racing driver and an
engineer by profession.
“In my business you have to try all these
products coming on the market so in turn you
can give the public advice on them.” he said.
He also cites the case of his company’s
Mazda 323 panel van which ran to 120,000 km
before being pen stoned off. It would not have
done that had it not been for Nulon treatment,”
he said.
Don is now restoring a British Cooper Mk5
The E10 and E20 Teflon-based anti-
friction engine treatments had by far the
highest demand among buyers.
“We have also had to increase the amount
of Nulon items kept as stock items at our
six metropolitan stores and one at Bunbury
because of demand,” said Mr. Ellis.
“The product has taken off better than
others since it does a specific job for motor-
ists.”
“And we are having a lot of repeat busi-
ness, people coming back for more, so it
seems obvious that they are getting what
they want from the product.”
He said he believed the public well
understood what it offered.
The Nulon G60 Automatic
Transmission and Power Steering
Additive for Longer Life
Recommended
Retail Price
$10.50
NULON
NULON
$9.50
Proven to reduce friction and oil con-
sumption on any car. It will reduce
fuming and exhaust smoke, reduce wear
and calm down noisy engines and stop
nuisance oil leaks. What’s more, it will
increase power and give you a smoother
quieter engine and extend its life. Ideal
for worn out, four stroke petrol gas and
diesel engines (use Nulon HP if avail-
able). It sure beats buying a new engine
with Nulon E10.
The Nulon R -45 Corrosion
Inhibitor to Protect Your
Radiator System
Specifically designed to protect alum i-
num copper cast iron, steel and rubber
components and neutralize harmful acid
build up in your cooling system. Pro-
tects against cavitations, erosion and
electrolysis and prolongs the life of the

Range Rovers normally had a fairly noisy
transmission system to the extent that the
distance whine of the gears generally shut out
any noise from the off-road tires.
Photo
open wheeler racing car and when it is ready to
run - it will have Nulon to help it.
Nulon Products are Easy to
Use with a Money-Back
Guarantee
Proved Australian Nulon products with
system. It does not increase the boiling
point or decrease the freezing point on
the system. It is suitable for all modern
hi-performance engines.
A unique formula to improve value
operation for smoother gear changes,
reduces noise, oil leaks, friction in gears
and does not affect the friction surfaces of Recommended
clutch plates and extends life of your trans- Retail Price
NULON

Teflon by DU PONT used in cars or
commercials will protect your inves t-
ment and increase the value of your car.
Mr. Don Hall They come with a no-gimmick money-
back guarantee for your peace of mind.
mission in power steering units it will give a
smoother quieter operation, reduce oil leaks $8.45
and protect against heat damage to seals and
extend the life of your car.

Figure 60 - This is the first half of a two page ad in the “Perth TV Times.” This high copy ad style got NULON 1,531% in
business last year. It’s one of the many effective ads written by Bruce Roberts from Forward Marketing in Perth W.A. Bruce
proves time and time again that “the more information you give, the more you sell.” It has a good headline, testimonial and it
works.

Nine quick ways to raise cash

for your business - NOW... 77
 A $165 GIFT VOUCHER
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Use this FREE Gift Voucher for a 1 hour Home Mortgage Reduction and Taxation consultation. You’ll
learn - How to legally pay off your Home Mortgage in full in less than ten years without increasing your
present repayments. - How to convert a non-tax deductible Home Mortgage into a tax deductible loan. -
How to legally reduce the tax you pay - even if you are a Pay As You Earn wage earner. - How to pay less
then 12% interest on all your credit cards. - Plus more.

Please call Gerry O’Neill at Financial Technology

28 Palm Beach Ave Palm Beach 4221 Ple ase validate this
Ph: 98 2544 Fax: 98 20-27 voucher by phoning before………………………

YOUR LETTERHEAD

John Smith
Managing Director ABC Corporation
23 Smith at Brisbane, 4001

December 10th, 1992

10:30 a.m.

Hello John,

I am sending you this letter because I’ve something very important to tell you.

I'd like to say

THANK YOU!

I’ve been putting a lot of thought into what I could give you as a gift to say ‘thank you’ for
being a client and letting me look after your real estate needs.

I thought of sending you a bottle of expensive liquor or a couple of tickets to a dinner. Which
I’m sure you would appreciate. However, I thought that once the pleasure of consuming these
things is over, you’d have no lasting benefit from them.

I decided to do something totally different.

So,
...as the Gift Voucher says, I’ve arranged a gift of 1 hour
Home Mortgage Reduction and Taxation Consultancy, to the
value of $165 with a Financial Planning company I know.

Financial Technology And their services come to you with my personal recommendation,
Gerry O’Neill is passionate about getting results for his clients, so I’m excited to be able to
give you this opportunity. You are under no obligation to develop the relationship further if
you choose not to.

Here’s some of the things you’ll get in your introductory hour.

- How to legally pay off your 25 to 30 year Home Mortgage in full, in less then ten years,
without increasing the amount of frequency of your present Mortgage repayments.

- How to convert a non-tax deductible Home Mortgage into a tax deductible investment
loan.

- How to legally reduce the tax you pay - even if you are a Pay As You Earn wage earner.

- How to pay less then 12% on all your credit cards instead of the usual 22% to 24%.

please go to page 2...

Figure 61 - Example of an endorsing, joint-venture letter. This letter can be sent by you to your customers. It includes a Gift
Voucher worth $165, which also promotes goodwill for you. You get to send a $165 gift and the person giving the service
gets exposed to new clients. It may work for you!!

Nine quick ways to raise cash

78 for your business - NOW...
 Benowa Lodge
47 ASHMORE ROAD, BUNDALL, QLD 4218
PO BOX 635, BROADBEACH, Q 4218
PHONE & FAX: (075) 38 8755

23rd October, 1992

When I told my friends about this letter they said I was crazy.

Dear

I am sending this letter to you because I have something very important to tell you.

I’d like to say…

THANK YOU

Thank you for being a customer of ours. But that’s not all.

You’ve noticed I’ve attached a $50 GIFT VOUCHER with this letter. You may be wondering
why I am giving you something that’s as good as a $50 note, to spend as you like in our shop?

Actually, it’s quite simple. Let me tell you the reasons why I am giving you this $50 Gift.

Because our business has been pretty quiet lately, we were sitting around the other day trying to
figure out how to get more people into our store. In the past we’ve tried to advertise in the
newspapers, on the radio and we even considered TV.

But guess what? They are all incredibly expensive. A small quarter page ad in the Bulletin
costs around $501. And a radio campaign for a week costs about the same. And we get no
guarantee that anyone will walk into our store as the result of spending all that money.

That’s why I’ve decided to do something different this time. Rather than give our money to the
newspapers or the radio—I am giving it to you.

You can spend your $50 GIFT VOUCHER as you like, there

please go to page 2...

Gift Vo
Benow u
a L o d g cher
To: ___ e Furn
______ iture
______
_____F
rom: PE
Please a TER S
ccept th
is gift v UN
oucher
This vo worth $
uc 50.—
Lodge F her may be use
urniture d towar
store 47 ds
Valid u Ashmo any purchase a
re Rd, B t
ntil: ___
______ undall P Benowa
______ h: 38 8755
____ Is
One vo sued by
ucher p : _____
er visit ______
- Please
tu
__
rn this v
oucher
over

Figure 62 - This was an offer to a customer list of an up-market furniture store. The offer was simple: “rather than
spend money on advertising, we are giving it to you in the form of the $50 Gift Voucher.” There were a couple of spe-
cials mentioned on pages 2 and 3 of the letter. The letter resulted in at least 17 people coming in to the store during a
very quiet period. It also generated a lot of goodwill.

Nine quick ways to raise cash

for your business - NOW... 79
 How to make
18
lots of money
and be happy...
Do you know the definition of a successful misery?
It’s the person who has a chain of 38 widget shops. They
are overweight and out of shape. They’ve had a triple by-
pass. Their wife/husband is about to divorce them and their
kids are all waiting for them to go so that they’ll inherit the
money…
...And all they are worried about is how to open their
39th Widget shop.
Just in case you’ve missed the news lately, even the mega
millionaires die. Often quite suddenly. Money is no substi-
tute for happiness or guarantee of immortality.
If all you get out of this book is how to make money at the
expense of a life that is fulfilling to you and beneficial to
others around you - then you’ve missed the point.
The point is this…
It is far more rewarding to be a person who cares about
others - a person who has as their “religion,” kindness
and compassion for all other beings who share this world
with them.
To be kind and compassionate is more important than to be
a person who makes a lot of money.
After all any success you’ll have will only be possible be-
Action Plan
1. Am I spending most of my time on business and
making money - at the expense of my family and
my health?
_________________________________________
2. What have I done in the last year to help others?
_________________________________________
_________________________________________
How to make lots of money
80 - and be happy…
cause of “The Others,” in this world. Without happy cus-
tomers and employees, good friends and loving family you
cannot have success in your life or your business.
Only you decide how you will live your life and how you
will treat others.
If you are fortunate to have more than you need, share it
with those who are in need. You never know when you
will be in need yourself.
Millions are made and lost every day. The only thing that
counts is how you have lived your life.
There are two ways to be rich…
The first way - is to make, win, steal, earn or borrow
enough money to satisfy expensive desires and find
momentary and fleeting happiness.
This way leads to wanting more and more as desires grow.
It’s hard to be really satisfied or happy always chasing big-
ger and bigger material goals. It can lead to money and
possessions being placed before the welfare of other human
beings, your health and time with your family.
The second way - is to cultivate a simple lifestyle with
a few desires.
That way you'll alw ays have enough money to be happy.
And the money and material possessions you are fortunate
enough to get you'll be happy to share with others. You'll
no longer be attached to them as your only or main goal
and source of happiness.
It takes a lot more discipline and wisdom to make use of
the second way. Which way do you choose every day?
3. Do I share my knowledge and my good fortune
with those who are less fortunate?
_________________________________________
4. What will I do in the next month that will benefit
others without any reward for myself?
__________________________________________
__________________________________________
 Part 2:

The Most Effective Ways

To Make More Money
In 41 Businesses.
The most effective
All businesses have one thing in common -
CUSTOMERS.

ways to increase You must capture the names of your customers

profits in 41
and phone or mail them regularly. This is the
basis of your long-term success.
businesses…. This will work for every business listed here. How come?
Because human nature doesn’t change and people like to be
recognized and treated as special.
This part of the book shows you by practical example
some of the ways to market specific businesses.
Just like your friends. If you don’t write or call them - you
don’t see them.
I’ve taken 41 separate businesses and given you the best
ways to improve those businesses quickly and for the long
It’s that simple.
term. You will see that the ideas given in one business are
applicable to many others. Read them all.

Accountants:
them increase their profit, than by reducing their tax!

Send your clients good books on investing, making money,

How to increase your

or anything to do with better living and business - just as a
gesture of goodwill.

profits… Run FREE seminars to get new customers. Promote useful

business seminars to your client base - as a joint venture.
Most accountants never let their clients know what ser-
All your clients have customers and suppliers. Have them
vices they can offer apart from the annual tax return.
“buy” one or more hours of your time as a gift for their
customers or suppliers. You give this time to your clients
Start letting your customers know about all the ways you
for FREE. You should also write a letter for them to send
can help them in their businesses.
to their customers and suppliers.
You can have a checklist of services and offer it to your
The letter can tell a story of how you saved your client all
existing customers. You can offer a whole year of services
this money and what a great guy you are - how you care
for a flat fee payable in advance or it can be paid monthly
about their business and how you take the time to really
by bank debit - services such as auditing, tax planning, fi-
find out their needs.
nancial advice, leasing advice and whatever else you can
do.
And because your client wants to thank their customers/
suppliers for the great support, they have bought them X
Offer a FREE consultation to design a strategy for each of
hours of your time as a gift of real value…
your customer's special needs from the checklist of your
services. Mail your customers regularly with newsletters
Keep educating your clients about all you can do and com-
explaining tax changes, how it affects them and what to do
municate with them regularly. Be approachable - give all
about it. Make offers in your newsletters for the other ser-
your clients unlimited and FREE 10 minute phone advice.
vices that you do.
This will lead to more work on the more complicated mat-
ters. It will pay off handsomely for you.
Find ways to help your customers increase their busi-
ness, as well as saving them money. You will make far
more money if you maximize your client’s tax by helping

Accountants: How to
increase your profits… 83
 Beauty Salons:
Why not send out a leg wax special in the spring. Call your
clients and encourage them to come in.

How to increase your

Send out special offers to the secretaries and office staff
around your area. You know that 10% or 20% off doesn’t

profits…
work and you will make a strong offer to make sure they
come in.

To introduce existing clients to the other services you have

The quickest way to see lots new customers is to offer
you can give them a FREE sample of the service or a coupon
a FREE skin analysis, run be auty and make up
valid for the next month to try at 50% off. The more services
classes, or offer the first visit FREE.
a client has with you the less the chance of their going some-
where else.
Give vouchers for these services to other businesses such
as hairdressing salons, jewelers or any other business that
Read the section on hairdressers. Most of the ideas there will
has clients similar to the clients you want. You can af-
also apply to you. Send your customers little gifts and make
ford to give up-front because you have read chapter 6.
sure you follow up.
You know that a new customer is worth many times the
effort you put into the FREE offer.
Follow up keeps your customers thinking about you and your
cash register ringing.
You know that you will follow up your clients with a call
and letters offering them other services and regular
beauty sessions. This will convert them to be regular cli-
ents of your salon.

CPA Do You Need An Accountant?

Free Initial Consultation
MATTER, SINGER Do You Have Questions About:
& ASSOCIATES, P.C.
CERTIFIED PUBLIC ACCOUTANTS Q Income Tax Preparation Q Accounting & Payroll
Q Tax Planning Q Management Consulting
Q Computer Consulting Q New Business Set-Up
687-1690 For Assistance Please Call
1177 Pearl Street Dena Singer, CPA 687-1690
Eugene, OR
IF YOU CAN’T USE THIS NOW, PLEASE SAVE FOR TAX SEASON

Figure 63 - This is an example of vouchers you can use to get referrals and lots of new clients. This FREE consultation
will lead to more business if you give good advice when the person comes to you. Send these to your client’s customers.
Use them for referrals and have others giving them to their friends and businesses.

Beauty Salons: How to

84 increase your profits…
Bakeries:
they’ll benefit as well. Ask them for their help.

You can also get other stores in your area to give you free

How to increase your

products and services to give to your customers, such as res-
taurant vouchers, hairdressing vouchers, etc. Mail or give

profits….
these to your customers if they buy over a certain amount in
the shop.

Your customers will appreciate this and you’ll get lots of re-
The only way to build up regular customers is to get
ferrals and repeat business.
people to try your products. If your product is excel-
lent, your service friendly and your bakery looks at-
tractive, those people will come back again and again.

The easiest way to get the people to try your product, is to

give it away - FREE. You’ll build up regular customers
quickly (see Figure 44). Make sure to describe on your
vouchers how you make your breads and cakes. Have dif-
ferent offers for your most popular products.

Have coupons and FREE vouchers for a slice of cake,

donuts, cheesecake and other products, Have a huge sign
with “FREE Cream Buns” or whatever else you want at
the front of the store.
Instead of just dropping leaflets at people’s homes, get
some school kids to dress up with an apron and a baker’s
hat. Give them FREE gift vouchers and have them go
around your neighborhood on the weekend to introduce
your bakery.
The kids should also visit all offices, businesses and
houses. Teach them to say something like this:
“Hi, to introduce you to our new bakery we would like to
give you a FREE XXXX. Just bring this voucher to us any-
time in the next week. We are at XXXX.”
FREE
Cob Bread
No purchase necessary. To introduce you to
our new bakery we are buying you your first Photo
delicious, home made Cob Bread. We are giv-
ing it away because we want your opinion on the
taste and flavour of the bread.
We make 13 varieties of bread and 47 different
cakes, croissants, pies, quiches and pastries.
You can also choose 7 different vegetarian and
whole meal pies. Tim & Shelly - The Owners
If you like coffee you can also get a Frothing hot
cappuccino or tea with your cake and enjoy it with us.
We are at Shop 4, 455 Oxley Dr. Oxley Plaza,
Runaway Bay. Ph: 377 399

Another thing to do is to give the vouchers of other busi- We are open for breakfast:
nesses in your area to give to their customers as a gift. Tuesday to Friday 6 a.m. to 6 p.m.
Every time they sell something to their customers they can Saturday and Sunday 6 a.m. to 2 p.m.
give them a voucher for your product. They can say:

“As a Thank You for shopping with us you can have a Present this coupon
FREE XXXX from the bakery on us. Just take this voucher
to them at XXXX.” This voucher gives you a FREE Cob Bread on
any day until 10/2/93.
When the customers are in your store, capture their name, Tim & Shelley
address and birthday with a “Win a Prize” sign and name
collection slips (see Figure 3 and 4 on pages 11 and 12). One voucher per visit per household please.
Send special birthday cake offers, wedding cakes, parties,
Father’s - Mother’s Day cakes etc.

The suppliers are more likely to help you with promotional

support and products. Why? Because you have organized Figure 64 - This ad can be mailed or hand delivered to your
and planned your marketing strategies. It shows how seri- immediate area. It will bring repeat business if your prod-
ous you are in expanding your business - which means uct is good. It’s an improved version of the promotion on
the next page.

Bakeries: How to
increase your profits… 85
 Shop 4, 455 Oxley
Drive,
Oxley Plaza,
Runaway Bay Qld 4216.
PHONE (075) 377 399

IL
R ETA
&
A L E ays
O L E S en 7 D
W H Op

Figure 65 - This hand delivered leaflet brought an extra $600 in sales per week for four weeks after it was run. On aver-
age, 62 people came in on Saturday and Sunday for their FREE loaf. The average extra sales were $4.24 per voucher.

Bakeries: How to
86 increase your profits…
Bike Shops:
Since you bought the XXXX bike for your son/wife/daughter
about six months ago, I thought I’d let you know that I am
having a Sale on adult bikes for the next two weeks.

How to increase your I have 15 of the easy to ride XXX bikes at 24% less than you

profits….
could get them at XXXX store. Plus, I’ll throw in a Free
helmet.

At those prices they won’t last. That is why I am writing to

You are not selling bikes. You are selling fun, health and
you first to see if you are interested...before I offer them to
fitness and making loved ones feel good with a gift.
the general public…”
Go to gyms and sports clothing stores and mail to their me m-
And so on.
bers and customers with offers for your bikes.
Offer your customers all sorts of incentives to try your
Describe the fun they will have on a bike when selling it to
bikes. Give money back and have FREE trials of your
others.
bikes. Say,
Collect all your customer names and offer FREE check-up
“If you’d like to take the bike for a week and try it please do
and maintenance of your bike after six months. This will
so. If you aren’t happy with it you can bring it back and
bring your customer back into the store.
we’ll give you your money back.”
Have a checklist of all the things they will need with a bike.
Up-sell a helmet, lock and chain, pump, carrier racks, lights, Try a week’s rental/FREE trial offer. Most trials result in
seat cover, back pack, etc. (see chapter 13). sales. Furniture shops and water filter companies do it. It
works for them. Why not for you?
If a father buys a present for his wife or son, get details of
ages and names of other members of the family. Send “Thank Start a kids riders club. Offer a discount or a $5 voucher
You” notes and make offers such as this: every time they spend $50 in your shop. Organize a comp e-
tition for the best decorated bike, etc.
“I have been reading an article that made me think of you just
the other day. It was about the benefits of activities that keep In summer, go to the winter resorts/hotels and offer to hire
the family together. your bikes to them for the season.

Bike riding was one of them. At all times, sell the benefits of bike riding, not the bike.

The kids love to see the parents join them and you’ll get some
fresh air and exercise to boot.

Builders:
1… Making sure the builder does a good job.

2… How to recognize a good builder.

How to increase your 3… The contract protecting them as it should.

profits… 4… Making sure the fob is finished on time by the builder.

How about writing a report titled…

Here is a way to get FREE publicity. Stop selling houses
and start educating your prospects and selling comfort,
security, re-sale value and lifestyle. How to find good builders and contractors. Sixteen
things you should know before choosing your
If I look in any weekend papers or the Yellow Pages it’s full builder.
of builder’s ads. They all look the same. You can get free
publicity with addressing customer's questions and concerns
about…

Bike Ships/Builders: How

to increase your profits… 87
How to choose a builder and know you’ll get a first • Eight Reasons why you should choose XXXX for
class job at a reasonable price. your future home.

The report can be a few sheets of paper with a checklist of
things consumers should look for in a builder.
You can now do a press release about this report to local
papers, radio stations and TV stations. Offer this booklet
FREE to anyone who calls you or comes into your office.
These are your leads.
In your ads and Yellow pages listings test different ap-
peals and approaches. Use headlines such as:
• If your home isn’t finished on time - I’ll give you a
$1,000 for every week we go over time.
• FREE Report tells you how to choose a builder.
• How you can have a second investment home for
less than $35 per week and no deposit.
• DON’T RENT. You can have your own home for
less then $150 per week and a $3,000 deposit.
• FREE $1,000 plan design and consultation for your
home.
You can also mail these offers to people who rent homes.
A company doing this is converting two out of ten tenants
into home owners.

LAND OWNERS: Get the

home you’ll be happy with.
Here are 7 reasons why you’ll have the house of
your dreams when you call us… Photo
1. We have built homes for over 476 families in 15
years of business.
2. All our tradesmen are fully qualified and trained
to do the job well. Some have been with us for
15 years.
3. We only use materials and fittings approved by
the building board of Australia and which are en- Joe Jones
vironmentally safe. The Builder
4. You get $1000 worth of plans and design consultations for FREE if
you want to customize your home to suit your lifestyle.
5. Call for our FREE booklet: “16 things you should know about
choosing a builder.”
6. All our homes have a 10 year guarantee against faulty workman-
ship.
7. Our special guarantee: If we don’t finish your job on time you get
$500 cash for every week we go over time.

PHONE XXX XXXX

Reliable Builders, Builders
Board
Sunny St. Any City. Seal

Figure 66 - Yellow Pages or newspaper ads that will work for you. Benefit headlines. Lots of informative copy and good
offers are the basics of every good ad or letter. Don’t believe those who say “People won’t read all that writing.” Tests of
thousands of ads prove otherwise. Wouldn’t you want to know as much as possible if you were about to spend $40,000 to
$450,000 or more on a home or renovation.

Builders: How to
88 increase your profits…
Car Dealers:
in half of all purchases, this is a great way to get lots of
goodwill and business.

How to increase your

Another way is to offer lifetime car washes with each car.
This brings the customers back to the dealership on a regu-

profits…
lar basis. And when they are ready to buy again they’ll see
you first.

Finally, it costs a fortune for each lead you get. If the per-
The first mistake almost all car dealers make is that
son really does not want what you have, why not do a deal
they don’t test different approaches, headlines and of-
with your competitors and sell one of their cars. You have
fers in their promotions.
spent money and effort to bring the person to you. You
will recoup your marketing costs and maybe even make a
The second is that they don’t mail to their customers
profit.
after the sale with regular personal letters.
It may be unlike anything you have ever done; however,
Firstly, you must start mailing to your customers with
test it and see. It may well be profitable.
“Thank You” notes, reminders of services due and offers
for other cars.
Allow serious prospects to rent a new car for a day or a
weekend or a week (test which one sells more cars). Have
Start a “XYZ dealers Car Owners Club.” Either FREE or
them put the rental deposit on their credit card and leave
for an annual/once only fee, members get FREE gifts, dis-
their car as security. If they buy, forgive the rental charge.
counts on servicing and parts. Have special barbeque
days, advanced driving courses, weekends away, etc.
Offer four free services, oil changes with each purchase.
Make your customers feel part of a family. The cost of
Run an ad with headline:
five or six letters is minute compared to the goodwill, re-
ferrals and repeat sales you’ll get.
“RED HOT CARS AT DIRT CHEAP PRICES” incredible
recorded message reveals how to get amazing bargains by
To buy a car a person must first drive. Get a mailing list
buying your car at government auctions. Call XXX-XXX-
of car owners who are most likely to want the type of car
XXXX.”
you have and make all sorts of offers to them.
Give truly revealing information on how to buy these cars
Do a deal with a local restaurant to supply you with din-
and where. End the message by saying:
ners at cost. Use these as an incentive to test drive a new
car.
“If you don’t have the time to go there, I’ve just bought
eight of those cars and I’ll let you have them at just 8%
Print a “handwritten note” on a piece of paper that looks
above my cost.”
like it has been torn from a notebook...saying:
Offer a booklet titled:
“I may have a buyer for your car. If you want to trade it
in call me at XXXX car dealership,” signed, the owner.
15 Pitfalls of buying a car -
OR and how to avoid them.
“I noticed your car is in great condition. If you are inter- Run ads for it in the newspapers and follow up inquirers
ested in trading it in on a new car call me. I can give you with an offer. Offer a FREE lunch or service to selected
a good price for it.” signed, the owner. prospects if they test drive a new model.

Put these under the windshield wipers of cars in the street. Most importantly, keep in touch with your past customers.
They are your best source of new business.
A car dealer started offering women only “FREE Car
Fix-It Courses” - for simple maintenance like checking
water and oil, battery, fan belt and how to change a wheel.
Since women own 40% of cars and are a major influence

Car Dealers: How

to increase your profits… 89
Car Servicing:
Because you are a customer of mine, I have got a very spe-
cial deal from him for you. If you drop in during the next
month, he’ll give you four quarts of oil FREE/FREE engine

How to increase your

clean/FREE car detailing etc….”

profits….
When you run ads, you must give reasons why I should go
to you rather then the guy next door.

What if you washed and vacuumed the customer’s car after

This includes all repair, brake, muffler and tune-up ser-
you service it? This will get you lots of goodwill.
vices. You all have one thing in common - repeat custom-
ers.
If you are doing servicing and detailing/cleaning, contact
your customers on a regular basis to see if they want an-
To increase any of the above you must make an offer to entice
other service or cleaning.
the customer to try your service for the first time. Keep a re-
cord of their name and address and follow them up with mail-
Most people are too busy to call or simply forget.
ings and phone calls.
You can pre -sell a year’s worth of servicing at a discount.
If you have a muffler shop, you can go to the tune-up shop
You can also have a regular contract at a more favorable
and have him recommend you to all his customers. You can
price if you can get advance bookings for the year.
do the same in reverse. Your letters can say:
Try to lock the customer in to your business by offering
“I don’t normally write letters like this, however, I have had a
these long-term arrangements.
number of you mention to me just how hard it is to find reli-
able and honest people to fix your car.
Offer a range of free services, brake checks, engine tests,
wheel balances, etc. - most of which you’d have to do any-
I happen to know such a person. He guarantees all his work,
way - and pick up any major work that will need doing (see
he fixes things right the first time and his prices are reason-
Figure 67 on page 91).
able.

Carpet Keep mailing and testing different offers. How about an

outdoor barbeque? You have got the person’s trust. Why

Retailers:
not use that to get more sales of any product or service?

With the average household of carpet costing $2,000 to

How to increase your

$4,000, you can spend $20 on ten letters in the next year or
two.

profits… Offer a year’s FREE cleaning with your carpets. Or offer a

FREE decorating and color coordination consultancy -
worth $60 - to get leads.
Most carpet companies have a huge list of names they
never do anything with.
Most of the ideas under Furniture on page 103 will also ap-
ply to you.
Here is how to use your customer list.
Try them, it will pay off.
Send “Thank You” notes. Make offers of rugs, carpet clean-
ing and more carpets. People move and buy more houses all
the time.

Endorse other people’s products such as furniture, bedding, in

fact anything to do with home renovations. Read chapter 17
on networking.

Car Servicing/Carpet Retailers:

90 How to increase your profits…
 Photo Illustration

possible your co-operation when arranging appointments is

EXPERICNECE we hope to secure your future patronage.

essential. By giving you the benefit of our FREE time and

Our staff look forward to service your individual needs.

Thank you for participating in this offer. To make it
LIMITED OFFER
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panels, smash and rust repairs Full me-
VEHICLE
chanical repairs, all parts and labour guar- MAINTENANCE COST $ 25.00
anteed. Specializing in all European, Jap a-
nese and Australian vehicles. Mazda RX7
PLAN VALUE $ 358.00
Rotary specialist. No job too large or too
small. Courtesy rides within 5km radius. MERC
Please call for appointment
Purchase price refundable within 5 INDUSTRIES and quote card No. _97 _____
days of sale if card is unused.
PAUL BREEN
VALID FOR 12 MONTHS FROM: Mechanics: BOB & CRAIG WORKSHOP HOURS
TRANZMARK AUST. 44 KORTUM DRIVE 8:00 a.m. to 5:00 p.m. Mon - Fri
BOX 558 MUDGEERABA BURLEIGH HEADS
GOLD COAST 4213 TEL: 075 - 35 2011 LIMIT ONE FREE SERVICE
PER VISIT

FREE FREE FREE FREE FREE FREE FREE FREE FREE FREE
COMPLETE BRAKE ELECTRONIC LABOUR ON LABOR ON AIR RW.C OR 15 4 LITRE OIL & WHEEL ENGINE ANY PAINT
SUSPENSION ADJUSTMENT TUNE-UP OF RADIATOR CONDITIONING POINT SAFETY FILTER CHANGE BALANCE DEGREASE PANEL OR
CHECK & WITH ANY ENGINE FLUSH SERVICE CHECK & UPON a) 2 - wheel RUST
GREASE WRITTEN (Parts Extra) (Coolant Extra) (Freon Extra) WRITTEN COMPLETION OF b) 4 - wheel REPAIRS
REPORT REPORT 3 free services DISCOUNT

$25.00
$25.00 $35.00 $48.00 VALUE $35.00 $25.00 $63.00 $32.00 $20.00 $50.00
VALUE VALUE VALUE VALUE VALUE VALUE VALUE VALUE VALUE

Figure 67 - This card was sold by a service center for $25. They sold 236 of them in two weeks. It has a photo of the
center on one side and a list of the FREE services on the other. You get $358 worth of services for $25. It locks you in
to them for various check ups which lead to repair work.

Car Servicing: How

to increase your profits… 91
 Photo “ I know from personal experience how tragic road accidents can be and I firmly suggest that you
check your tires now. My compreh ensive tire testing program ensures that you can choose
from only the proven, trusted tire brands.

No matter whether you want a new tire as a cheap alternative to retreads, a reliable family radial
or a high pe rformance tire, my T -Marts can offer you the very best value for money prices.

If you need tires, please do something about it now...and I urge you to drive safely.”

TIRES FOR TRADESMAN Bob Jane T-Marts proudly stock all these proven trusted tire brands:
GOOD YEAR YOKOHAMA DUNLOP AUSTRALIAN
85 R 14 (8 Ply) Kieber BRIDGESTONE MICHELIN ALL-ROUNDER
to suit most:
Econovan, HI Ace, Holden Kombi, METROPOLITAN
Mazda, Navara, Urvan, Dyna 100, etc. Browns Plains
Buy tires or wheels on no deposit Chermaide
Borrow up to $1,100. Repay from $9.49 per week! Coorporoo
Darra
With ‘AGC Credit Line’ you can borrow up to a limit
AUSTRALIAN of $1,100 and
Enaggera
Ipswich
ALL - ROUNDER repay a minimum Redcliffe
Springwood
Bob Jane’s top selling tire of $40 per month or

95
Strathpine
range. Over 1 1/2 million sold! $9.49 per week. Taringa
Heavy duty light commercial
Aussie steels for tradesmen,
$ Available to ap-
PROVINCIAL
couriers, contractors. XTRAS proved purchasers Bundoberg
DEN E
NO HID from Bob Jane T -Marts. Cairns
Caloundra
Dalby
Gladstone
4WD VEHICLE TIRES Mackay
Maraochydora
10 R 15 Maryborough
Mermaid Beach
To suit most: Mt. Isa
Landcruiser, Nissan Patrol, Ford Maverick, Nambour
F100 etc. Rockhampton
Southport
Toowoomba
Townsville
Pos - A - Traction Tweed Heads Sth

Trading Hours
7:45 am - 5:15 Monday to Friday, Ipswich and Rockhampton open until 8:00
Compare the cost of these

$165
pm Thursday. Bundaberg, Toowoomba and Maryborough T-Marts open
quality 4WD tires with others until 12:00 noon Saturday. Metropolitan and Gold Coast T -Marts open unt il
remarkable value. Aussie steels 2:00 pm Saturday. Redcliffe, Taringa and all other Provincial T -Marts open
give sure footed traction in off until 4:00 pm Saturday
road and highway use.
XTRAS
DEN E
NO HID

Tread Patterns may vary. Offers available while stocks last.

Outstanding offer for Sunday Mail readers

Does your car Vibrate?

Tires WEARING badly on
one side?

$
29
Take advantage of this great $29 bonus offer…
and save $26.00

To have your 5 wheels balanced

and have a front wheel alignment would normally
cost you $55.
BONUS
As a special bonus motoring service, Bob Jane
OFFER T-Marts will give you this for $29 which saves you $26

SAVE Your car will drive more smoothly with less vibrations and
$26.00 your tires will give you maximum mileage.
Expires one months from publication date J33215

Cut and present at your nearest Bob Jane T-Mart

Figure 68 - Australia’s best known tire retailer always uses a coupon in his ads. That way he can tell if his ads are work-
ing or not. There is a good headline plus plenty of copy to tell you about his offer. Notice the add-on value products, such
as free balancing, fitting and a free report on tire care and safety.

Car Servicing: How to

92 increase your profits…
 Photo of Warehouse
WAREHOUSE
CARPET
SELLOUT
SIMONS HUGE LIDCOMBE CARPET WARE- SIMONS
HOUSE-SHOWROOM sited on the corner of Pa r- Simon’s Lidcombe Warehouse. Hurry and
ramatta Road and Gallipoli Street, have slashed all their WAREHOUSE grab yourself a carpet bargain.
prices for a MASSIVE CARPET SELL-OUT.
They are crammed packed with 100s of rolls of quality FEATURE
carpets. Over $1,000,000 worth of excess carpet must be
moved out of the warehouse, but be early as the best

SIMONS LIDCOMBE
bargains always go first.
Please note that all prices quoted include measuring,
delivery, quality underlay and laying, that is they are
FULLY LAID.
Simons have a tough-wearing carpet from Hycraft. It’s
great for the family needing no nonsense floor covering.
During this clearance, this carpet is going for only $49m
fully laid.
STOCK CLEARANCE
Godfrey Hirst’s Cut n’Loops have been sacrificed. In
four stunning colors, they show enormous savings and are
being given away this week for only $69m. SALE EIGHT DAYS
ONLY
For those on a tight budget, what about a fine denier
plush pile for only $57m. That’s right, so rush in for one
of the best buys in town.
Who wants a pure wool carpet for what you would HURRY! THE
expect to pay for a nylon carpet, then grab Simon’s super It’s Simons Warehouse special EIGHT day clearance
BEST BARGAINS
special, during this sell-out it is going for only $59m, but sell-out. We are over stocked and MUST clear all ranges
ALWAYS GO
stocks are limited. URGENTLY. Everything must go! Pay cash and save on our
FIRST
entire stock range of famous brand carpets. Berbers, Plush
Hundred’s of carpet ranges are on display, providing STOCKS ARE LIMITED
Piles, Cut and Loops everything is slashed for EIGHT days,
even the most fastidious buyer with sufficient choice to SALE MUST END for personal shoppers at the Lidcombe Warehouse only, so be
meet individual taste in color and quality. MONDAY 16/9/91 quick!
For the very best in a Stainmaster plush pile carpets,
you cannot go past Simons exclusive range in forty
colors. They have extra heavy duty ratings including LOOK AT THESE
stairs and are only $109m fully laid.
Then there are stain-release twist piles going for a mere BARGAINS
$87m fully laid. These fashion carpets are hard-wearing, SCULPTURED CUT @ LOOP
Slashed $15 meter, fashion styling, great colors,
easy to clean and are ideal for any home. HEAVY DUTY 80/20 WOOL
great value
How abut a nylon Berber carpet with heavy duty ratings TWIST
from Redbook Carpets, going for only $75m in five great
colors. Or Homfray’s 50/50 wool Berber in the latest
$69 meter A great carpet for all those heavy traffic areas
grab this one quick!

$89 meter
colors, styled for the fashion minded for only $82m. This
is great buying for those wishing style and quality at HEAVY DUTY PURE WOOL BERBER
Reduced over $22 meter, Great value. Hurry in
sensible prices. for this one, huge reduction
Simons Carpets are almost giving away their heavy duty LOOP PILE CARPET
80/20 wool twist pile carpets. Starting at $89m fully laid $97 meter Ideal for rumpus room, kids rooms etc.,
is Clandlon, which comes with a heavy duty rating and has to be the best bargain in town

$49 meter
has to be fantastic buying for anyone wanting a bargain. ALL STOCKS REDUCED!
There are hundred’s more, showing what must be great ALL PRICES INCLUDE
buying for the person wanting true value for money. Also DELIVERY, QUALITY UNDERLAY
there is a huge selection of remnants reduced to clear. AND LAYING STAIN MASTER PLUSH PILE
So go to the biggest and best, take in your measur e- YES - FULLY LAID PRICES Great value! Extra heavy duty floor
ments or house plans for on the spot deals, on some of the covering including stairs.

$109 meter
best carpet around.
Don’t forget they are open seven days. With all prices
slashed for this sell-out.
So come in, grab some real bargains at:
SIMONS We LIDCOMBE

SIMONS LIDCOMBE WAREHOUSE

LIDCOMBE are
here
20 PARRAMATTA RD, LIDCOMBE WAREHOUSE
20 PARRAMATTA RD.
PHONE: - 748 - 2212

Figure 69 - A regular sale ad. This ad has been running for the past six or more years. It has reasons why the sale is on. It
has a time limit and there are price comparisons to give credibility to the discounted price.

Carpet Retailers: How

to increase your profits… 93
Carpet
Offer the same with residential cleanings. A FREE clean-
ing with every one year contract for four cleanings at say
$50 each. Take the customers’ credit card details and bill

Cleaners:
them automatically. This allows you to plan your jobs well
in advance.

How to increase your

Approach other businesses to refer you - pest control, carpet
retailers, window cleaners, general cleaners, etc.

profits…. You can also offer your customers cleaning products as an

Yours is a repeat business. You can afford to give free
cleanings up front if you follow up and give good service.
To get new business in commercial buildings you can offer
one month’s cleaning for FREE with the following condition:
“If I do a better job than the person you are using at the mo-
ment, you agree to give me a one year contract at a pre-
agreed upon price.”
add-on sale. Plus you could offer to clean your customer’s
car or do a deal with a car detailer and recommend him for
a share of his profits.
Fully disclosed of course.
Give a referral voucher to your existing customers to give to
their friends.
Offer to come back and do a FREE spot clean worth $15
once or twice a year between each full cleaning.

Children’s
Offer to personalize the child’s clothes with their name. Go
to kindergartens and give them gift vouchers to give to their
customers, with endorsing letters.

Clothing Send crayons, little books and other children-associated

things in the mail to your customers. Do promotions and

Stores:
mailings with toy stores. You mail to their clients and they
mail to yours with an offer or a gift voucher.

How to increase your

Keep in touch , because you have 10 to 12 years of captive
customers when a baby comes through your door in the

profits…
pram!!

Start a kids club. Offer a FREE crayon or something simi-

lar every time the child comes in with his mom.
Amazing truth - babies and children keep growing and
growing and growi ng.
Want some FREE publicity?? Call your radio station and
say you have 25 sets of XXXX to give away. You may be
Why not capture every parent’s name and address with a prize
rushed and get new people to see your store.
draw? Plus get the names and ages of all their children? Mail
them every three to six months with offers, happy birthday
Most importantly…
cards and little presents for the children.
Mail, mail and mail to your customers!!
If a pregnant woman comes in, take note of when birth is ex-
pected - then send a present or “Welcome To The World”
card.

Run Customer-Only showings and sales of clothes

and baby furniture and accessories.

Carpet Cleaners/Children’s Stores:

94 How to increase your profits…
Clothing
give to our customers.

If you give me some FREE product or service, I’ll give them

Retailers:
to our customers and you’ll access a new stream of custom-
ers for no promotional costs…”

How to increase your

All it will cost them is their hard costs. For example, a $10
restaurant voucher costs, say, $3 in food costs. A cup of

profits…
coffee costs 30 cents. A FREE Haircut costs $4 to $5.

Not only will the people buy additional things, but they will
come back as repeat customers.
Your customer list is your most valuable asset - as it is
for all businesses.
Here are some other strategies for you.
Capture all your customer names with a “Win a $300 ward -
Select your best customers and hold a private showing
robe and be on our Special Customer list” or something
of the latest imported fashions.
similar. Get details of their birthday, clothes size, and any
other details you need.
Serve wine and snacks. Get the suppliers to help with orga-
nizing this event.
Segment the list according to the customer’s interest. Seg-
ment it by style, color or special size. When you get some-
A ladies store encourages customers to take clothes home
thing they like, call them.
and try them. If they are not happy, they can bring them
back for a full refund. The ladies store sells lots more
Your customers will love you for your - “Special Customers
clothes that way.
Only” offers, previews of new stock and sales.
Yes, some people may take advantage of that offer. Ho w-
Have closed door sales and previews. One Miami retailer
ever, your sales will usually increase by more than enough
takes in more money in four days of one of these sales, than
to cover it. Test it for a month or two and see.
in four weeks of normal trading.
Make it easy for your customers to buy. Display this sign at
What if you have four dresses in size 10 and two dresses in
the front of your store.
size 16 left in stock at the end of the season. What if you
mailed to only those sizes on your mailing list. Or called
“We gladly refund - take it home and try it.”
them saying:
Much better than No Refunds.
“I have a dress left in your size. It’s also your favorite
color. I’d like to offer it to you at 35% off (or with a shirt
A jeans shop in Detroit says, “If you need to use our phone,
and scarf thrown in FREE) before I offer it to the general
you are welcome.” Sales increase.
public. Would you like me to hold if for you for a few
days?”
Go to other retailers in your area and have them give you
access to their customer list. You write and mail the letter
No more 60% off sales for you - You add value and give
recommending you to their customers on their letterhead
extra service to your customers.
and signed by them - with a gift voucher attached - a really
valuable one, with no strings attached for $10, $20, or a
Get some FREE dry-cleaning vouchers to give away with
FREE scarf, shirt or socks.
each purchase. Go to hairdressers and have them give you
FREE $10 vouchers to give to your customers as a thank
You can afford to break even or LOSE money up front, be-
you. Same with the local restaurants.
cause yours is a repeat business (refer to chapter 6).
The coffee shop can give you FREE cups of coffee.
Capture the name of each new customer and you’ll make
lots of future sales and profits (refer to chapter 4).
Why would they give you all this for FREE? Explain it to
them like this…
Have a checklist to go with every suit or dress. List all the
accessories and add-ons that logically go with those pur-
“We spend a lot of time advertising and promoting our
chases. You will get extra sales if you say to the customer:
business to get new customers. I’d like to promote your
business and at the same time have something of value to

Clothing Retailers: How

to increase your profits… 95
 FREE
“We have developed a checklist to make sure you
have matching accessories in your wardrobe with
your suit/dress. Please have a look and tell me if you
need anything else.”

60 00
For a sample of a checklist see Figure 49 on page 60.
$
Have a contest: “The world’s most way out jeans.”
Get people to bring in photos of themselves in un-
usual jeans. OUTFIT
Or, get your customers to bring in photos of them-
selves in your clothes at unusual places. Put them on
the wall in your store and have an album as well. For BUY ANY MEN’S
incentive, have a grand prize of a $300 Gift Voucher JEANS/PANTS
or something similar. PLUS
POLO AND GET A

FREE
$60 POLO AND
SHORTS OUTFIT

Figure 70 - This was a Jeans West Sale theme. “Buy one -

get one FREE” is much better than “50% off.” You sell
two items at once, plus it has been tested to have higher
response than 50% off when advertised.

$20 FREE $20 T-SHIRT $20

Buy any of our products and
receive a T-Shirt absolutely
FREE. Value $20.
Unique designs created on
100% cotton give you the feel
and originality you’re after.
One coupon per visit. Valid until 31/1/93
SURF WEAR
GREY FEATHER
FRONTIER CLOTHING Co.
Leatherwork - Clothing - T-Shirts -
Screen Printing Specialists.
Phone & Fax (075) 34 3166
24 hr. 70 7403
54 Currumbin Creek Rd Currumbin 4223
OLD JEAN OWNERS
Revamp your old jeans and jackets
with anything from leather to linen.
Don’t spend on new when old
LOOKS and FEELS BETTER.
We’ll help you create the look you
want!
Your order comes with a FREE T-
Shirt Value $20.
Specialist dress maker/designer.
One coupon per visit. Valid until 31/1/93

Figure 71 - This offer was successful in that it introduced new customers to this factory outlet. They got a response. How-
ever it would have worked better if the offer was simply a FREE T-shirt.

Clothing Retailers: How to

96 increase your profits…
Computers:
rent you a computer for just $135 per day and do the repair
for FREE.”

How to increase your

All your clients have other businesses or people that they
deal with. Offer to do a mailing to them with a special of-

profits….
fer.

The letter can say:

Get all your customers on a mailing list and mail to them
“I don’t normally write letters like this, however, I’ve come
regularly. People’s computer needs are constantly chang-
across someone I think you should know about.
ing.
Their computer has saved me/made me/cut my overheads by
Make all sorts of up-grade offers,, more memory, better print-
$XXX the last three months.
ers, new software packages. In fact, tell your customers about
anything that can improve the effectiveness of their business.
XXX Computer Co. offers a 90 Day Money Back Guarantee
and their prices are 17% lower than anyone else for the
Offer solutions. Use headlines and openings like:
same system. Plus they have a 24 hour back -up service
with a loaner computer if they have to take your computer
“The new XXXX does your work 37% faster and university
away for repairs.
tests prove that it’s the easiest system for training staff - sav-
ing you 134 hours per year on average in training time.”
Their price has actually gone up since I bought from them,
but because you are a customer of mine, I have made a deal
“The 24 things you should look for when choosing a computer
where you can get the same deal that I did four months ago.
system.” (This could be a give-away booklet for getting
leads.)
Even if you don’t need the same system, you should talk to
Most computer companies sell you a computer, then leave you Peter at their office. He can give you advice on the best
to do your own thing. solutions and system for your business. Ask him to give you
a copy of his booklet called, “24 things you must consider
“At XXXXX we train your staff for four hours and we give you before buying a computer.”
a three year warranty, plus a 90 day Money Back Guarantee
that you’ll be up and running within that time. By the way, if you want more information on these guys,
please call me…”
Or, if your system breaks down after the warranty is over, we
This give you an idea on how to start. Take if from there.

Computer
If you have a series of programs, offer the first one worth,
say $350, for $29 - your cost. Explain it like this:

Software:
“To get you to try our range of software, we want you to try
the XXXX for less than what it costs us. You’ll see that it is
as good as software costing four times as much. Once

How to increase your

you’ve tried it, I believe you’ll be only too happy to pay
$350 for the second program which does this and that. All

profits…
our programs have a full Money Back Guarantee and you
get FREE training support for three months.”

This will give you leads and build your list of customers
Most software compaines sell you their package. You are
real fast. Next, you make all sorts of offers to these people.
stuck with it whether it ends up working for you or not.
Do a joint venture with all sorts of other people who have
You can offer a Money Back Guarantee. Yes, there are peo-
business clients to endorse your products.
ple doing it, and yes, it does work. Why not test it?

Computers/Computer Software:
How to increase your profits… 97
Dentists:
How to increase your Dear, _PETER______

profits….
Our records show that it has been some
time since you last sought dental treat-
ment. Please contact the surgery to
Have all your customers on a computer. Mail them with make an appointment at your earliest
birthday cards, Christmas cards, and little “Thank You” convenience.
notes after each visit.
Dr. JOHN DER TATEOSSIAN
Ask for referrals. Make your clients feel special by telling BDS (HONS) SYD. UNI
DENTAL SURGEON
them you appreciate their business.
75 BALL STREET TEL: 304221
Give them booklets on oral hygiene and tips on keeping their
teeth looking good.

Offer FREE cleanings and check-ups. Have your custom- Figure 72 - This cute reminder postcard is in my mailing box
ers send these to their customers and friends. every six months - it works.

Have six month reminder cards.

Dry Cleaners:
ple. Some other offers you can make are summarized in the
following headlines…

How to increase your Dry cleaning for our cost plus $1 per garment.

profits… Two shirts cleaned for the price of one - July only.

Dry Clean a suit with us for just $5 and get another

You have a regular repeat business. To build up a new cus- cleaning Free.
tomer base quickly, offer a FREE dry cleaning for first
time customers.
Dry Cleaning for the next 30 days only - at one half
Mail this to local residents. Or have school kids going around the price charged by other dry cleaners.
on weekends with your leaflet and knocking on doors with
your offer. As they hand it to people, have them saying some- We’ll launder and iron your shirts and deliver
thing like… them on hangers or folded for only 89 cents each -
in lots of 12.
“Hi, I’d like to give you a FREE dry cleaning voucher to intro-
duce you to a new business in your area.”
The main thing to remember is to test and monitor different
offers and work at adding value and joint ventures with
Have other businesses in your area give your vouchers to their
other businesses. See page 100 for customer card idea.
customers, especially clothing stores. They can gift an intro-
ductory dry cleaning of five garments as an incentive to their
customers. They can make this offer on all purchases over $50
or a similar amount.

Offer one year’s dry cleaning with a maximum number of gar-

ments - for a one-time prepayment.

Offer FREE pick up and delivery, especially to business peo-

Dentists/Dry Cleaners:
98 How to increase your profits…
Fast Foods,
them out to their customers with each purchase. Offer a
FREE cappuccino to get new customers, or one at a special
price. Your customer will come back many times. Make a

Carry - outs:
strong offer to get them to try you.

Have a FREE offer on special days. For examp le FREE

How to increase your

breakfast for mom on Mother’s Day. Or FREE coffee for the
dad on Father’s Day.

profits…. Let your regular customers try new food items on your menu.
Give them a taste and ask for comments. This makes your
customers feel special.
A business was built by sending out an invitation to the
people around the store offering - A FREE lunch.
Most of all, have friendly, smiling staff. Without them you
will not get repeat sales.
Yes it’s true. If you have a good product and friendly smiling
service, you can offer lots of freebies to build up your trade
Have a suggestion box in your shop. Your customers will tell
quickly.
you what they want (see chapter 15).
“Buy one - Get one Free” is also effective as an offer to get
Have regular give-aways with your order - just little unex-
the people in.
pected things to make your customers feel good. It can be a
small biscuit, follies or whatever.
What if you cooked up a giant birthday cake and got the press
to do a write up about it? Give away a few hundred slices and
Read the section on restaurants on page 125 for more ideas.
watch your sales climb.

Have vouchers to give to other businesses. They can hand

Free Cappuccino
How would you like a FREE, steaming, hot, frothing cappuccino?
We have a new Espresso machine at the Elephant Rock Café. To celebrate, we’re offering you a complimentary cup of cof-
fee. Enjoy your coffee looking over beautiful Currumbin Beach. Choose one of the delectable cakes freshly made at the café.
Or you may prefer a delicious burger, bagel or sandwich during the day. In the evening, relax near the fire upstairs and
choose your meal from the blackboard menu of unique dishes.

Cafe: Tuesday to Sunday 10:30 a.m. to 4 p.m. A la carte dining: Wednesday to Saturday from 6 p.m.
Sunday Breakfast: 8 to 10:30 a.m. Sunday evening: set menu and live music 5 to 9 p.m.
Dinner bookings advisable. Call on 982 133

The elephant Rock Café, 776 Pacific Parade, Currumbin Beach, 982 133

This offer is valid for the month of May 1992. This voucher cannot be combined with another offer.

Figure 73 - This voucher was handed out by non-competitive businesses in the local area. It brought 168 customers from
1,800 vouchers - a 9.3% response. The add on sales were $4.60 per voucher brought back, plus lots of new customers
were introduced to the café - total cost - $70. You can do this promotion over and over again.

Fast Foods/Carry Outs:

How to increase your profits… 99
Florists:
“You have been a good customer of ours. We know that
you like to make others feel special.

How to increase your

I’d like to help you save some money. As you know the
price of flowers is going up all the time. Next year a dozen

profits….
red roses may cost 15% more than they do today.

I can’t do anything about that, however, I have come up

with a way for you to avoid those price increases...and still
Capture the names of all your customers with: WIN
get the same quality and service you are used to.
FREE flowers for a year - $260 worth. Have them put de-
tails of their birthdays, anniversaries, spouse’s birthday
Here is how you can do it.
and other special occasions.
If you pay me in advance for your next year’s purchases,
Send your customers letters or phone them two weeks before
you’ll not only get today’s prices - I’ll even give you a dis-
the dates and remind them to send a bunch of flowers.
count plus FREE delivery within two miles of our store.
Make a note of every person who sends flowers, when and to
The money you give us will help us get a new refrigerator
whom. Next year follow up to remind them. Write or call the
to give a better choice of flowers. By saving the interest
customer and say:
on the loan we would have to get, we are passing the sav-
ings on to you in the form of the discount…”
“You made XXXX feel very special last year with the bunch of
flowers you sent. Would you like me to organize it for you
Make sure you give all the reasons behind this offer.
again this year?”
This will work for any repeat product or service. Plus you
The person will be flattered that you thought of them and glad
get all that customer’s future business.
that you reminded them of the special occasion.
Mail to people around the store with the offer of a $5 Gift
Offer to pre-sell a year’s supply of flowers to your customers
Voucher of FREE delivery if they want to send a bunch to
at a special price when paid in advance. Justify the offer by
a loved one.
saying …

rs
e go
M
c Gr DRY CLEANERS 11 13 FREE 16 18 FREE
12 14 17 19
Paradise Center 38 9576 * The Pines 98 2182 * Australia Fair 32 0853

Every 5th garment FREE. Offer applies to Trousers, Shirts, Skirts (plain), Jackets,
Jumpers ONLY.
Name: _______SUN______________________________
21
22
23
24
FREE 26
27
28
29
FREE

1
2
3
4
FREE 6
7
8
9
FREE
Present this card when you LEAVE your dry cleaning

Present this card when you LEAVE your dry cleaning

Figure 74 - This Dry Cleaner card works out the same as 20% off. The offer of “Get four done and fifth one is FREE,” is bet-
ter than a percentage. It produces more long-term loyalty by giving the customer the incentive to come back. Florists can also
use this idea for increasing customer loyalty.

Florists: How to
100 increase your profits…
Franchising:
Offer a guarantee. “You’ll refund the franchise fee and
take back the stock if the franchisees aren’t happy after 12
months of solid effort.”

How to increase your Make it easy for them to expand their business by making

profits….
sure you have ads and marketing systems that you have
tested and which work.

It is easy to sell a proven system. Document everything you

When selling franchises, in your letters and ads test differ-
do - especially your marketing strategies, promotions and
ent headlines, offers and benefits of owning a franchise.
ads. Your franchisee’s income will come from this.
Follow up all inquirers by mail. Phone them to confirm that
Offer a FREE trial at one of your operating outlets to show
they received the package. Let them have a look at your con-
potential franchisees how your system works.
cept and explain it in as much detail as possible. The more
detail you give, the better the chance of selling the business.

Offer to buy leads for other franchisers, or swap your old

leads for theirs.

Fruit Shops:
You aren’t selling fruit and veggies. You are selling health,
good feelings and compliments to the chef.

How to increase your

Your customers want solutions. They don’t really want
the zucchini.

profits… They want the meal that it makes; they want the compli-
ments of their friends about their cooking skills; they want
to lower their cholesterol and lose weight.
Run coupon specials in the local papers. Have other busi-
nesses give your vouchers to their customers as a thank
How about these headlines in your store…
you.
How to get your cooking bragged about - with our zuc-
Your customer will return week after week. The name of
chini and tomato casserole.
your game is repeat business.
The most delicious avocado and sprout salad you’ve
Capture your customers’ names with a prize draw and mail to
ever tasted or it’s on us.
them regularly with specials, recipes, salad and cooking dem-
onstrations. Have recipes placed with various fruits and vege-
24 ways to make a great salad.
tables. Tell people how to eat and use exotic or unusual fruits
and veggies.
Want to lose weight? Eat more apples and oranges.

GIVE SAMPLES OF EVERTHING!!
If people can taste it, they will buy more. If you show them
what to do with your product and give them a taste, they will
buy even more.
Sales of particular lines can be up to 35% higher with recipes,
demonstrations and taste samples being given out. If you
make up dishes of salads, let people taste it and give them the
recipe with all the ingredients they’ll need to get…
If you only eat fruit for just one week, I’ll guarantee
you’ll feel great and lose 10 pounds. If not, I’ll pay for it
all and give you another week’s supply of fruit FREE.
Have books in your store on raw food recipes. There are
several of these available such as “Raw Energy” by Leslie
Kenton.
Now, pay close attention. I am going to tell you a secret
that will make you a ton of money if you do it right..

You’ll sell more of those ingredients.

Franchising/Fruit Shops:
How to increase your profits… 101
 The most delicious and healthy thing to do - with all fruits This also helps you lose weight - I personally lost 16 kilos
and some veggies - is to juice them. Try juicing apples, or- in three months on a juice and raw fruit and vegetable diet.
anges and blend banana and/or paw-paws into it. Give sam-
ples of these juices to your customers. People spend millions of dollars on weight loss each year -
you have the perfect answer. Use it.
Sell the juicers (national brand is the best) and watch your
sales shoot up. Why?

Because your customers will use a lot more fruit and

veggies if they are juicing them!!

Figure 75 - This full page ad got over 358 coupons returned. Good response. However it needs a good headline and benefit ori-
ented copy. A name collection system should be in place at the store. A better offer of a FREE bunch of celery got over 2,000
replies.

Fruit Shops: How to

102 increase your profits…
Furniture
Educate your customers and prospects by offering FREE Interior
Design Consultations or seminars on decorating. Have a booklet
titled:

Store: How to choose bamboo/modern/classic/antique or whatever

furniture...24 things you should know before buying.

How to increase your Use this booklet as an offer in your promotions and in your Ye l-

profits….
low Pages ad. Make sure your ad is along the lines I gave you in
chapter 5.

In all your advertising describe the furniture and tell a story about
Mail to your customers regularly. Make a note of what
how it’s made, where it comes from, etc.
each customer is interested in and what they have already.
Segment your mailing list and make different offers ac-
Go to magazines with the sort of readers that may want your fur-
cording to the customer’s interest.
niture. Rent their subscriber lists for your area only, if possible,
and mail to those people with an offer.
Give your customers first notice on new arrivals of stock. Of-
fer them little gifts if they come to the store to see a new piece
Hold an “Evening with the furniture makers” and put on a few
of furniture. Send books or articles on decorating. Follow up
drinks and appetizers.
your mailing by phone.
Send lots of little personal notes to your old customers or phone
Send a “Happy Birthday” card for their lounge suite after one
them with offers especially for them, saying:
year. Your mailing list is your biggest asset. Use it.
“I was at the furniture show and I saw something that reminded
Go to other companies, such as carpets, curtains, builders, and
me of you.
get them to recommend you and vice versa.
I don’t know if you are interested, however let me tell you about
Give an unconditional Money Back Guarantee. Let your cus-
it. It was a rare piece of XXXXX. It took 56 hours to make with
tomers try pieces of furniture in their home for a period of
blemish-free timber and leather and, while it’s not cheap, it’s a
time without obligation… “To see if it grows on them.”
beautiful piece of furniture.
A furniture shop on the Gold Coast sells nine out of ten pieces
If it sounds like something you’d be interested in, give me a call
of furniture left in the customer’s home that way.
because I’ll order one especially for you…”
Offer complementary products. If you know that a person has
a certain style of lounge suite, it could be interesting to
send them a letter saying:

“I hope you are enjoying the lounge suite you bought 50 $50 YOUR FIFTY DOLLAR $50
50
GIFT VOUCHER
from me last year.

The reason for this letter is that in July I’ll be having a

two week sale on dining suites and accessories for the
bedroom to match the style that you already have. SOME CUSTOMER
SUNNY ST.
I felt that since you like your lounge suite, you may ANYTOWN 3005
now be ready to consider getting some other matching
pieces. At 25% off, this would be the ideal time to do Thank You
it. BAMBOO BAZAAR
76 Bundall Rd., Bundall - PHONE (075) 92 0430
As well as that I have a small present for you when you ELIO 920 430
come in, whether you decide to buy or not…”

This sort of letter will make the customer feel that you
Figure 76 - This was a very colorful and realistic Gift Voucher sent to
are thinking of him. Try other offers along this theme.
128 customers with the letter on the next page.

Furniture Store: How to

increase your profits… 103
 BAMBOO BAZAAR PTY LTD

BAMBOO BAZAAR 76 BUNDALL ROAD BUNDALL

GOLD COAST, QUEENSLAND 4221

PHONE (075) 92 0430

A/H (075) 39 5738

shers in Cane
Decorated Refurbi Photo

<DATA BAMBOO BAZAAR>

<Person>
<Business Name>
ELIO CIAVARELLA
<City> <State > <Post Code> Owner Operator

“MY WIFE WILL DIVORCE ME WHEN SHE FINDS OUT ABOUT THIS!”

But frankly <Person > I’ll put my marriage on the line and all for a good rea-
son, “you!”

You see the other day I was sitting in my office at home thinking of you and
I realized I don’t really deserve your business any more!

Since your last purchase I haven’t done enough to let you know that I value
you as a customer. People like yourself are very unique so I’m going to at-
tempt to restore our relationship.

Its that important to me to have you back into our shop.

And it won’t cost you a cent. As a matter of fact <Person > I’m going to gift
you the money to shop with us.

Please let me explain……

You’ll notice that attached to this letter is a $50 Gift Voucher for you.
This Gift Voucher is my way of saying forgive me and I desperately want to
restore and revitalize my relationship with you.

This is a genuine and honest offer with no stings attached. It’s $50 for you
to come into our shop to spend on whatever you wish, be it a cane planter for
that thriving indoor plant...or simply you can put the $50 down as a part
payment towards that special cane bedroom suite you’ve been dreaming of, but
haven’t allowed yourself.

Remember, there are no strings attached and NO CONDITIONS. It’s as good as a

crisp $50 note that’s come hot off the press. So please put the voucher
where you can get at it easily and make a promise to yourself NOW to drop in.

I do sincerely want to see you back.

Please go to page 2.

Figure 77 - This letter was sent to existing customers who purchased from the store six to 12 months ago. From 87 letters
sent, 14 people came in with the voucher on the previous page. Total sales were $6,870. The cost of the promotion was
$670.

Furniture Store: How to

104 increase your profits…
Gyms -
We have to offer - for one month only - a three month mem-
bership normally costing $175 for only $19 if you agree to
a few reasonable conditions.

Health Clubs: Condition #1 You must agree to come at least four times a
week and follow the program we design for you. We know

How to increase your

that once you get used to exercising and the benefits of a
well toned, lean body - more energy and vitality, and

profits…
greater attractiveness, then you’ll want to renew at the full
rate.

After all, when you become the person you’d really like to
All the gym ads I see scream PRICE - SPECIAL - JOIN
be, you’ll be only too happy to renew your membership to
NOW FOR A GREAT DEAL.
maintain the new ‘YOU.’
I don’t want to join a gym because the membership is on
Condition #2 You must agree to come only in the off-hours
special. I know it’ll be even cheaper in a few months as
(between 7 a.m. and 4 p.m.).
things start getting desperate for the owners.
Condition #3 You must agree to give us a testimonial for
We all join gyms to lose weight, to get fit, to build strength,
out future promotions.”
to feel better, to be more attractive and to make new friends.
This approach and your FREE Trial Membership offers will
How about starting all your marketing and ads along these
bring in people quickly and in large numbers. You’ll make
lines…
some money up-front and lots of renewals if you give them
great service.
Here is a Way to Become Tight, Lean, Attractive, and
Remarkably Healthy in Just 45 Minutes Three Times a
Make all sorts of offers to your expired members, buy the
Week.
expired members of other gyms and mail to them as well.
How to Make Friends, Have Fun and Lose Weight at the
Go to a sports store and other retailers and offer to give
Same Time.
them vouchers for one, two or three month memberships to
give away with every purchase if they advertise the offer to
If You Were Given $1,345,000 Isn’t This the Kind of
the public.
Health Club You’d Build??
Most members get discouraged after the first two or three
If you Spend 45 Minutes With Me 3 Times a Week, I’ll
weeks. Send them reminder cards and call people who
Give you a Trimmer, Healthier and Better Looking
haven’t been coming for a while. A gym in Melbourne
Body in Just Thirty Days...and I’ll help you keep if that
called Re-Creation sends a card with a dinosaur saying,
way for the rest of your life.
“Since we last saw you dinosaurs roamed the earth…”
Build a Body You Can Be Proud Of.
This has huge goodwill value. Have a hot line members can
How To Look Better, Live Longer and Have Fun.
call if they are down and don’t feel like training - offer
counseling and support services.
The next thing I’d do is offer all sorts of trials and offers for
first time customers. It makes sense to offer FREE one, two
Everybody wants to make a friend - have your staff intro-
or three month Trial Memberships if a large number of
duce people to each other in the gym. All they have to say
those people join up (see chapter 6).
every time they see two people training or near each other
is…
Lots of people are undecided about joining a gym. Run ads
headlined:
“By the way XXXXX have you met XXXXX, he or she is
from…”
“Three Hundred and Fifty 3-Month Memberships to
XXXX Gym for Only $19.
On Valentines Day offer FREE roses for member’s Valen-
tines.
As part of a Marketing Test, XXX Gym wants to see just
what effect price has on getting someone to start on a regu-
lar health and exercise program.

Gyms/Health Clubs: How

to increase your profits… 105
Have special intensive weight loss programs and offer
them to members. How about…
“New $150 Weight Loss Program. Lose 2 pounds a
week for 6 weeks or you don’t pay a cent.”
Have a HUGE sign out the front of the gym with “FREE 1
Month Membership” on it. Have a “How to choose a
Gym” booklet to give to people.
Mail your members asking for referrals.
Give one extra month for every friend that joins and offer
one month FREE Membership to the friend, to get them
using the gym.

Ho...Ho...Ho…
ON THE FIRST DAY OF CHRISTMAS MY BEST
FRIEND GAVE TO ME (not a Partridge in a pear tree) but…

12 FREE DAYS OF FITNESS (Conditions Apply)

Just present this Gift Voucher (Worth $20) at Physically Inclined, 5 Traders Way Cur-
rumbin and enjoy 12 Days of FREE Exercise. Come and enjoy the southern Coast’s best
Fitness facility. *** Vouchers must be presented before December 19th and are for NEW CLIENTS ONLY.

INVITATION
PRESENTED TO:__________________________________

ADDRESS:________________________________________

________________________________ P/CODE:_______ FROM:_____________________

Please accept this Invitation to PHYSICALLY INCLINED’S OPEN DAY on

Saturday 7th November between 7:00 am and 6:00 pm.
Presentation of this Invitation on the day will entitle you to *A FREE COMPUTER FITNESS PRO-
FILE *FREE FOOD AND DRINKS *FREE AEROBIC CLASSES *THE CHANCE TO TRY ALL OF OUR NEW
STATE OF THE ART EQUIPMENT *THE CHANCE TO WIN 12 MONTHS FREE MEMBERSHIP

One Invitation per client. Please turn this Invitation over.

Figure 78 - This “Invitation” for an open day was sent to all members and distributed around the gym. It got 14 new me m-
bers at a cost of $440. Before this idea the gym was about to spend $2,400 to advertise in the newspapers and radio. This
promotion can be repeated over and over and over.

Gyms/Health Clubs: How

106 to increase your profits…
 BEACH & SURF LIFESAVING CLUB

Here’s

DUTON ST
POINTS NORTH
Showcase

TOILETS
APARTMENTS

SHOWCASE on the
HEALTH CLUB
Beach
ADVANCE SHOPPING
BANK

your
GRIFFITH STREET

SHOWCASE ON THE BEACH, Level 2, Stage H,

Griffith Street, COOLANGATTA.

Showcase Health Club is open every day

of the year except Christmas Day and Good Friday.

ON OPEN CLOSE

I . P MONDAY
TUESDAY
6:30 AM
6:30 AM
9:00 PM
9:00 PM

V . WEDNESDAY 6:30 AM 9:00 PM

D
THURSDAY 6:30 AM 9:00 PM

A R FRIDAY 6:30 AM 8:00 PM

C
SATURDAY 8:00 AM 6:00 PM
SUNDAY 8:00 AM 6:00 PM

PLEASE DETACH FOR 3 MONTHS FITNESS & FUN

$395 SHOWCASE HEALTH CLUB TOTAL VALUE $395

4 Computer Workouts FREE Value $40 1 2 3 4

5 Aerobic Classes FREE Value $35 1 2 3 4 5
5 Gym Sessions FREE Value $35 1 2 3 4 5

SHOWCASE 5 Vibrosaun Sessions FREE Value $50 1 2 3 4 5

4 Massage Sessions FREE Value $100 1 2 3 4
HEALTH CLUB
5 Kids Aerobics FREE Value $10 1 2 3 4 5
10 Child minding 1 2 3 4 5
Sessions FREE Value $5
6 7 8 9 10

2nd Level Showcase on the Beach 6 Months full membership for the price of 3 months!
Marine Parade Coolangatta Queensland 4225 Regular price $240 - You pay only $120
Telephone: (075) 991 812 Facsimile: (075) 991 403
VIP CARD No: VOID WHEN
EXPIRY DATE: 22-10-92 SECTION CANCELLED

Figure 79 - This card has $395 worth of value for $39. It was sold by telephone to people living close to the gym. They
sold a lot of cards. However, in my case there was no follow up to see if I had used it. This VIP Card concept can be used
by hairdressers, dry cleaners, video shops and most other repeat businesses.

Gyms/Health Clubs: How

to increase your profits… 107
Hairdressers:
Phone the first time customer after two weeks and ask if
they were happy with the service they received. This builds
future sales and goodwill. Plus if there was a problem you

How to increase your

can make it right.

profits…
Call your clients after five weeks and ask if they want to
book in for another haircut. If not, when should you call
them next? Your clients will like this. We are all too busy
and forget. When is the last time you serviced your car?
Read chapter six on the Lifetime Value of a customer.
What if your mechanic called you every three months?
Stefan built his empire on it.
Send a “Thank You” note with a $3 Gift Voucher for a
The quickest and easiest way to build your business is to
shampoo. Include a questionnaire to get suggestions on
offer FREE style-cuts. Or you can have $10 Gift Vouchers.
how you can improve your service (see page 65 and read
On the back of the vouchers you must put some reasons
chapter 15).
why the person should come to you.
Write a birthday card as soon as you know the client’s date
Go to other businesses that have as their clients the sort of
and put it in a month and date file for mailing later. Write
people you want to attract. These include women’s bou-
something like:
tiques, beauty salons, health clubs, modeling agencies,
weight loss centers or jewelers. Tell them:
“Dear XXXXX, Congratulations!! It’s your birthday on
September 24.
“How would you like to have a $10 Gift Voucher or a
FREE Style-cut to give to your customers at no cost to
We’d like to help you look your best on that special occa-
you?”
sion. Please call me on XXXXX. Bring this note with you
and drop in even if you don’t need a cut. I have a small
If possible have them mail the vouchers as a “Thank You”
present waiting for you.
and they can offer one of their services at the same time.
After you have read this book, you’ll be much better at writ-
Happy Birthday!!”
ing letters than they are. Offer to write it for them.
You can pre -sell ten haircuts at a discounted price or by
The cost of the giveaway is small compared to advertising a
adding something extra. You can pre-sell any combination
15% opening special, or perms for $35. These sorts of of-
of your services, (see page 110 and 70).
fers actually cost more because the response is small and
the cost of the ad is not. Plus you have your overheads to
Read the section of florists for a sample letter to send.
pay in the meantime.
Send letters to people explaining what you did when they
When the client comes in for their treatment make sure you
had their perm, tint or whatever. Educate your customers.
get their name, address, phone number, hair color and style,
Tell them how you do things. Send your clients tips on how
birthday and their partner’s name and birthday.
to look after their hair. People love to know.
Give a five or ten minute head massage. People love this.
Do a press release. How about…
In Japan and India you get a 15 minute massage with every
hair cut. People will come just for the massage. This will
Why your hair shows the world how you really feel
put you miles ahead of the other hair salons.
about yourself?
Get a person to give neck and shoulder massages. You can
12 Ways to keep your hair looking great after a perm/a
ask a masseur who wants to build their business. Tell them:
style-cut/a tint or whatever…
“Would you like to get some new customers at no cost to
Keep phoning, mailing and educating your customers...
you apart from your time?

If you’ll give my customers ten minute samples of your mas-

sage twice a week for four hours, you’ll be able to give
them your card and get some of them to book for a full mas-
sage.”

Hairdressers: How to
108 increase your profits…
 Prima
Hairdressing ‘A Lasting Impression’

Dear JENNY,

My bank manager will probably close my account when he

finds out abut this, but frankly I don’t mind. You see, I
am prepared to take that chance because it is all for a
good reason - YOU and Prima’s second birthday.

Because it is our birthday, we are giving you the presents

by offering you 50% off your total service fee the next
time you visit us.

This offer only lasts until the 31st of March, 1992, so

please give us plenty of notice when making your booking,
and when you do phone us, just mention this special birth-
day offer.

We have eight professional internationally trained opera-

tors to make a “new you” by giving you a brand new image.

Our telephone number is 34 2628 and we want you to call us

NOW.

I look forward to sharing our birthday celebration with

you.

Sincerely,

D Horsley
DAVID HORSLEY

Figure 80 - This letter was sent to old clients who hadn’t been in for six months. The result was 112 re -activated clients from
402 letters sent. If half of them come back just twice more, it adds up to $2,780 in sales. This approach of re-activation old
customers can be used by any business.

Hairdressers: How to
increase your profits… 109
 Hair Design

a g g ie G
M Figure 81 - Gift vouchers
like this one can be handed
Gift Voucher out by other businesses to
their customers. You can
also package these with
To ________________ From _Maggie_____________
product sales etc. Experi-
Please accept this gift voucher valued at $5.00_ ment with different
amounts to see what draws
This voucher may be used towards any hairdressing service
on your first visit to our salon. the greatest number of new
customers.
Valid until _ 15 -12-9 2_______ Salon Manager ______________

NOT
NOT VALID
VALID WITH
WITH ANY
ANY OTHER
OTHER PROMOTIONAL
PROMOTIONAL OFFER
OFFER
11 SAND
SAND STREET,
STREET, TWEED
TWEED HEADS
HEADS Ph:
Ph: 363
363 442
442

Prima
HAIRDRESSING

Shop 7, Palm Beach Avenue,

Palm Beach, Queensland, 4221
Tel: (075) 342 628 & 346 377

Elite Card
Two Men's Cuts Value $30.00 Figure 82 - How to pre-sell your services. Offer this card to
One Ladies Blowave or Set your existing and new clients. It has $237 worth of value for
Value $15.00
$99 or whatever you want to make it. It will lock in that cus-
One Ladies Cut & Blow Dry tomer to your salon for the next six months. This card can be
Value $27.00
sold over the phone, by mail or in the salon.
Two Children’s Cut & Blow Dry
To Value $20.00
One ladies Tint or Highlights
Value $40.00
On Semi-Color Value $20.00
Two Elite Steam Treatments
Value $30.00
One Ladies Perm (SHORT HAIR)
Value $55.00 Incl. Cut
ONLY ONE SERVICE PER VISIT

Valid till November 1991

A 0030

Hairdressers: How
110 to increase your profits…
Hardware
Collect all customers’ names and mail to them with offers
every month. How about sending a letter with:

Stores:
“Be the chef of the neighborhood with the new XXXX bar-
becue.”

How to increase
Even if you don’t have the barbecues in stock, you can get
deposits on a special bulk-order barbecue special.

your profits…. What if you asked every person as they are paying:

“By the way we have got a very special price on torches

Teach people how to do things. Have painting, carpentry
this week. Would you like to see one?”
and other Do-It-Yourself demonstrations in your store.
Offer hammers, saws, or other common items.
Introduce yourself to all the houses around your area with a
Gift Voucher. Have other businesses such as tile and bath-
Make sure you collect their names, addresses, birthdays and
room fittings people give out your vouchers.
special interests (see chapter 4)!!
Write a Home Handyman column for the local paper. If they
won’t run it free, pay to have it published.

Health Foods:
special features on health, how to use products, recipes for
healthy eating, etc.

How to increase
Promote seminars on health and get a share of the profits
for endorsing the seminar to your customers. This can

your profits…
make you more money than your shop. Because your cus-
tomers are people who like to know more about their well
being, they will respond to good seminar offers.
As with all retail businesses collect and mail your custom-
Print your own money and use it instead of discounts.
ers regularly (see chapter 4).
Send all your customers a questionnaire about their health
If you have a juice or sandwich and salad bar offer a FREE
concerns and follow up with offers based on their interests.
juice or FREE sandwich to first time customers. Promote this
in your area and get every new customer on your list.
Have a customer club and give a $10 voucher for every
$100 that your customers spend in your store. This will en-
Start a card on customers buying vitamins and make a note of
courage them to keep coming back to you.
any health concerns they have. Send them articles to help and
educate them on feeling better.

Have naturopaths, iridologists and masseurs, giving FREE 15

minute consultations in your store on regular days.

They will be glad to do if for free since it introduces people to

them who will become their regular customers.

You can also advertise these FREE consultations in your local

paper.

Offer FREE tasting on certain days. Get your suppliers to

help you with FREE samples (read chapter 11).

Write “How to be healthy” articles for your local paper. Have

Hardware/Health Foods:
How to increase your profits… 111
Hotels: Add all sorts of offers to your basic room rate. Get dis-
counts for amusements, restaurant vouchers and free water

How to increase
sport vouchers. This will help you stand out from the others
in your area.

your profits… Ask your customers to fill out a survey (read chapter 15).
Use the information to improve your service and to segment
your customers depending on why they come and at what
It costs a lot to get a first time guest. Most hotels never
times of the year.
take the time to strategically use Direct Mail to keep
their customers coming back.
Have standards for service and how to treat all your guests.
The more your guests feel like they are part of a family the
When a customer calls for information don’t just send a
more likely they are to come back.
brochure. Most of the inquiries come from women. Send
them a personal letter about all the advantages your hotel
Read a book called “The E-Myth” by Michael Gerber. It
has. How close is it to the nearest beach or park. How big
has a brilliant example of how to do it.
and safe the pool is, what clothes to bring and wear and the
weather.
Do a joint promotion with the local real estate firm. People
who stay in your hotel are likely prospects to invest in the
Call and confirm a week later to make sure they got the let-
area. You can offer FREE accommodation if they want to
ter and would they like to make a booking. If they book
have a look at some real estate. Get the real estate firm or
during the next week/month there is a FREE $50 dinner
developer to pay your room costs and share the commission
voucher for them. Make an offer to get them to act NOW.
on a 50-50 basis or whatever deal you can make (see page
73 on networking).
Invite a select number of travel agents to get to know you
and your hotel well. Keep in touch with them. They will
Get names from other businesses and amusement centers in
want to recommend you to their customers.
your area. On the Gold Coast for example there is the Cur-
rumbin Sanctuary. They have thousands of visitors each
Find travel agents with a customer list and offer to do a
week and they have some names and addresses in their vis i-
mailing to their customers. You write the letter.
tors book.
Get the locals to eat at your restaurant, have good quality
What if you asked them for those names and mailed them
food, entertainment and service and capture their names as
with an offer from your hotel with a free entry to the park or
well. They all have friends who visit and may want to stay
something similar? The Sanctuary can get their entry fee
at your hotel.
from you for every guest who takes you up on it for provid -
ing the names to you.
Read the restaurant section of this book for more ideas on
that.
Start a frequent stayer program. Offer FREE dinners, extra
nights and other rewards for staying with you on a regular
Have special theme weekends and weeks for Mother’s Day,
basis.
Father’s Day, and other occasions.
Have special Club cards for local residents to use your fa-
Hold travel nights in clubs and other venues in the bigger
cilities and restaurants at special rates.
cities. Have a prize draw and collect everyone's name and
follow up. A hotel in Theredbo is doing these and catering
Remember, people want to be recognized and appreciated.
for the mature citizens. He has 95% occupancy all year
That’s why Customer Clubs work.
around.

Go to associations and clubs and offer their members a

special deal. Offer to donate a percentage of your takings
from their members back to their club. This will give you
access to a large group of people at low cost (see chapter
17, page 74).

Hotels: How to
112 increase your profits…
 Ariel View of Hotel Resort Photo

The Atrium Resort

Hotel Photo

Hi Peter, Having a great time. This place Affix

has got everything - it’s cheap!! Went wind-
MURRAY VIEWS, GYMPIE. QUEENSLAND (074) 82 1844. COPYRIGHT

Postage
Stamp
surfing & sailing yesterday. Off to Movie-
world tomorrow, Sea world the next day.
Love to all R.

The Atrium Resort ADDRESS

Luxury on the water, Gold Coast ____ JOHN BROWN________
* Lux Apps with Private Spa * Roof Sundeck with Heated Pool & Spa *
Tennis Court * Gym * Game R oom * Saunas * BBQ * In -House Movies
____25 ACACIA RD._________
* Boats, Canoes, Windsurfers * Tour Desk * Bicycles * Table Tennis * _____VAUCLUSE_____________
Snooker * Babysitting * Kids Club * Lush Gardens with Waterfalls &
Fountains * Outdoor Pool & Heated Spa * Opp Safe Swimming Beach ______BRISBANE______4288
* Family rates Postcode
Phone (075) 37 9466 Fax (075) 37 8197

Cnr. Marine Pde & Taylor St. Biggera Waters

(P.O. Box 1169 Runaway Bay 4216) W157B

Figure 83 - This post card was mailed to 220 people. The note was written by hand and signed J & P. It aroused the curi-
osity of people who received it. It resulted in 47 people calling up the resort to ask who it was that sent the card. Plus lots
of requests for information on room rates.

Hotels: How to
increase your profits… 113
 “Here’s a Holiday
you’ll love…because
everything is planned
with YOU in mind”
Don’t you love it when you have
a wonderful holiday to look
forward to?
The only problem is, a delightful holiday
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FROM TRAVEL
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tus call Toll free (008) 252 775
Country Tours

If you like special treatment...read on!

You see, we pay attention to the small details which make a
big difference to you. We can have a taxi call for you and
then take you home after your trip. Our coaches have all
been custom designed to have extra wide aisles, large roomy
seats and level floors. And we’ve set up a hot water system
on our coaches so we can stop on the road to enjoy a cup of
tea and a leg stretch in a scenic country spot.
You’ll feel safe with our experienced team
Our Coach Captains and Tour Hostesses have been selected
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to work on our coaches because they love people...and be-
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That’s the Cross Country Promise to you.
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a Yes I’d love to hear more about this trip.
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a Yes it’s my first Cross Country Tour. As a
“Welcome Aboard Gift” I’d really love a
a Coffee Mug OR
a a pair of Sunglasses
a Yes I’m really excited about the other holidays and
day trips you’ve planned for this year.
Please send me details.
Name:____________________________________________
Address:__________________________________________
_________________________________________________
Phone number: ____________________________________
Cut out and send this advertisement to
There’s nothing more sensual than a ‘Romantic
HOW Interlude’ package at the five star Beaufort Heri-
tage, on Brisbane’s Botanical Gardens.
Flowers and chocolates await your arrival, pre-
ARE YOU? sented by a butler who explains that he is totally at
your service. Your suite takes in panoramic views
of the Botanic Gardens and the Brisbane River
(It takes just $170
Dine at any of three superb restaurants, or have
to find out) dinner served in your sitting room. And with a
champagne breakfast and a 3 pm late checkout,
you can be sure you’ll still respect yourself in the
morning.
Photo
The Beaufort heritage has a whole range of week-
end packages providing every opportunity to enjoy
the hotel’s grand colonial style to the full—a wel-
come escape from the cares and bustle of the
everyday world.
For bookings and/or our Weekend
Packages brochure, phone (07) 221
1999 or Toll Free on (008) 773 700 or
your local travel agent.
THE H ERITAGE

CROSS COUNTRY TOURS

88 Hoskins Street Sandgate QLD 4017

Figure 84 - The “How Passionate Are You?” ad caught my eye. The headline certainly catches your attention, doesn’t it? It makes
you want to read on to find out how passionate you are. Keep an eye out for things that attract you and keep them in a file. Later
on, you can use them to inspire you and give you ideas in your own promotions.

Hotels: How to
114 increase your profits…
Insurance/
Financial
Advisors:
How to increase
your profits…
Nothing will work better for you than a FREE Seminar
or a Voucher for a $150 consultation given to select peo-
ple.
If you give incredible value and information in the FREE
seminars and consultations, you will build long term cus-
tomer relationships and your bank account.
Write reports such as:
“How to get the most out of your Superannuatio/Retirement
savings plan/Life Insurance” and similar.
Have a news release offering these to the readers of the
publication if they call you - these are your leads.
Go to associations and offer them the seminars and reports
if they will promo te you to their members.
Write “Thank You” and other personal notes to your client
list with different offers, depending on each person’s needs.
Keep records on personal details of your clients and use
these to build a relationship with them.
Try using these headlines:
Free Report: Why you may not get a payout from your
insurance when you make a claim…
“One out of two insurance policies are worthless,”
claims local Insurance analyst.
How to avoid the heartbreak of an ineffective insurance
policy.
Why your insurance policy “Fine Print” may cause you
to lose everything when you claim.
6 reasons why you should deal with XYZ insurance.
Secure your future and turn your hard earned income
into Real Wealth.
$1,800 a week for life. Find out how…
Years of hard work and dreams ruined by the “fine
print” on your insurance policy.
Get the facts on your insurance with my FREE booklet...
How to protect yourself from the insurance company’s
fine print.
Put me to the challenge!…
...Let me show you how to save at least $65 on your in-
surance with better cover - or the lunch is on me!!
Spend 8 minutes with my free booklet, and I’ll show you
5 simple ways to save at least 14% on your insurance
premiums with better cover.
Your home in flames - and it stinks…
...protect yourself NOW with the XXXX plan.
Photo State Government
Employees…
GEOFF BISHOP
Chartered Accountant
Qld State Manager
Retireinvest
Leaving your job?
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What are the 5 critical steps to financial control
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We will explain...in plain English...the 5 critical steps, including how to
avoid the pitfalls and make the most of opportunities—whether you are
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• Why you could pay off your debts rather than rollover all your
company terminating payments and which components you should
use.
• Why you should usually rollover your super lump sum—even if you
withdraw it the next day.
• Why rolling over ex-gratia payments can cost you money.
• How to save thousands of dollars of future lump sum tax.
• How to make the new RBLs work for you.
• How the government can fund your job t ransition.
• How to get a guaranteed monthly retirement income which grows
to fight inflation.
• The new investment for retires which saves you even more tax
than ordinary rollovers.
THURSDAY, OCTOBER 3
1:30 pm To 3:30 pm
4th Floor, 33 Scarborough St.
Southport
BOOK NOW ON (075) 880419
IMPORTANT: Because we’re not tied to any fund manager, we help you
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Figure 85 – This ad keeps appearing in various forms every
month or so. It has a strong appeal with the FREE Seminar
headline. Others ads by the same company are, “Retired?
FREE Seminar to show you how to increase your in-
come” and other similar offers targeted at different sections
of the community.
Insurance Financial Advisors:
How to increase your profits… 115
 STAMP

S DUTY
PAID

RONALD A. SANDILANDS
DATE
The Sum of: ONE HUNDRED & FIFTY DOLLARS EXACTLY 22/09/92

Pay: $ 150.00
Mr. Peter Sun
PO Box 1407
Burleigh Heads, Qld 4200 Ron Sandilands
SIGNATURE
:282096”484:1576883: ”

Hello Peter,

The “cheque” shown above isn’t redeemable at any Bank - but it could be the most
valuable bonus you will ever receive.

This “cheque” entitles you to a Personal Risk Management Report, at no cost.

The written report will show you how to -

* Find out if your Insurance company can legally avoid paying your claim.

* Be sure your personal policies are providing the protection you expect.

* Calculate how much is enough, and find out if you have the right type of
personal insurance.

* Bring yourself up to date with the most innovative change in the industry
in 40 years.

* Read and understand the small print.

Ron Sandilands
TELEPHONE
(079) 51 3211

Call me now and I will arrange to show you how to integrate

S

the small print so you or your family do not lose your most
valuable assets.

First Floor Independent Personal Risk Management Services Telephone (079) 513 211
Wright Arcade, coordinating Facsimile (079) 514 360
Victoria Street Estate Planning, Life and Disability Insurance, PO Box 80
Mackay Qld 4740 and Self-Managed Superannuation. Mackay Qld 4740

Figure 86 - This letter with a mock check attached was sent to 45 people. It was followed up with a phone call and resulted
in six appointments from the first 12 calls. The check idea will work for a lot of service and retail industries as well.

Insurance Financial Advisors:

116 How to increase your profits…
Jewelers:
I have in stock a ring/bracelet/chain that matches the XXXX
that you bought her last year.

How to increase
I only have three of these in stock. If you want one I will
hold it for you…

your profits…. By the way, if your wife doesn’t like the XXXX for any rea-
son, we’ll give you a full refund…
Collect your customers’ names and their spouses’ names.
This will knock their socks off. Follow up with a call:
Get all the dates of their bi rthdays, anniversaries, special
occasions and what they bought from you.
“Did your wife like the XXXX you bought for her?”
Mail a month before the special dates and say something like:
Have a gift voucher for $20 and go to other businesses with
affluent customers. They can gift them to their customers
“Make your wife feel extra special on May 5th. After all it is
and recommend you.
her birthday.

Newspapers
months at the normal rate.

Plus we will write all the ads for you…”

and Magazines: A computer magazine started six people like this and two
ended up becoming regular advertisers. It costs them $80 in

How to increase your

hard costs to produce the extra page. At $950 a page for an
ad which runs six times a year that’s $5,700 in extra income

profits…
for each advertiser started like this.

It makes sense to spend $480 to make $11,400 doesn’t it?

The printing and production of a page of print cost you a
Another way is to offer to do a joint venture with a potential
fraction of the amount you charge advertisers. A page
advertiser. If they agree to run their ads with you exclu-
that’s not sold is lost forever.
sively - you’ll let them have the ad for free for a percentage
of their takings for the coming year or while the ads are be-
Before I tell you how to blow your income skyward, ask your-
ing run.
self a very important question. Do I deliver the readership
and circulation I claim? If you can honestly say YES, then
Get a person to read this book and come up with ideas for
read on.
you on what to do to bring in business. You pay them an
on-going percentage of all advertising they bring you this
Search out advertisers with products that will appeal to your
way.
readers and offer to do the following…
Run seminars for advertisers on - How to write ads that
Firstly, go to them and have your salesman say:
get triple the response. Have a booklet to send out to po-
tential advertisers titled - 17 Ways To Make Your Ads 5
“My publisher knows that our newspaper/magazine will work
Times More Effective.
for you. To prove it to you he offers to run your first ad
FREE, provided you agree to a few reasonable conditions.
For getting new subscribers, send a card to your existing
subscribers with the magazine/newspaper and ask them to
You have to make a great offer, and run the ad only in our
put a friend's name on it. Their friend will receive a free
paper/magazine and nowhere else. It must be something very
copy of the magazine with a note saying who gifted the
attractive to the readers - the purpose is to prove the ad
magazine to them.
works.

If the ad produces a pre-agreed number of sales, you pay for

the ad and /or agree to advertise for the next six or 12 weeks/

Jewelers/Newspaper and Magazines:

How to increase your profits… 117
Newsagents:
magazine for men or women.

Go to your suppliers to help you with the cost and get old

How to increase
copies of magazines as give-aways from t ime to time.

your profits…
Pre-sell $100 vouchers for say $90 if paid in advance. This
will lock-in those people to buy only from you.

Offer $5 or $20 credit for opening an account with you.

Run syndicates for lotto. Offer special deals for clubs and
Make note of what magazines people like and tell them
other organizations to put syndicates together.
when new issues are in.
Go to other businesses in your area and have them give you
Order special magazine issues for people. Keep making
vouchers to give to your customers.
special offers to your good customers
Have special Mother’s Day and Father’s Day promotions
And please, please, hire employees that smile!!
where you give each person a $2 card with any purchase of a

Plumbers: Have a guarantee: “If we turn up late we’ll take 50% off
your bill,” or something similar.

How to increase Drop leaflets to the neighbors saying,

your profits…
Your biggest asset is your customers. After each job call
the customer and ask if everything is OK. Keep in touch
with your customers and you will get lots of referrals.
To get new customers, you could offer a FREE $35 inspection
of plumbing, taps and hot water systems. Offer the same for
gas or whatever you specialize in.
“We are fixing your neighbor’s house at number XXX.
Since I am in your area I will be happy to look at your
plumbing, leaking taps, drains, etc. You will save yourself
$35 on our fee. This saving is valid for today or tomorrow
only.”
Have a “VIP Customer” cars or fridge magnet offering 15%
off future work. Tidy up after yourself and be polite. Re -
member, treat your customers as you want to be treated
yourself.

Plant
2… Send a “Thank You” letter with a voucher as in chapter
2. It will work for you just as well as for the restaurant.

Nurseries:
3… Follow up with regular letters with offers to different
sections of your list. Segment your customers into indoor/
outdoor, exotic, cactus, etc. and make different offers to

How to increase
each according to their interest. Always make a special o f-
fer when you ask for their business.

your profits… 4… Keep looking for products and services you can offer
to your customers, either as a jo int venture or by yourself.
You can go to lawn care companies, landscapers, automatic
Follow these six steps. They are the same as for all other
sprinkler installers, hydroponics companies and hardware
repeat businesses such as florists, clothing shops and bak-
stores.
eries.
5… Offer special first choice on new arrivals to your exis t-
1… Use a “Win $100 worth of plants” sign to collect the
ing customers. Contract them by phone or letter. Make
names, birthdays and gardening interests of each customer.
them a special offer on those plans.
Have a suggestions section on the card.

Newsagents/Plumbers/Plant Nurseries:
118 How to increase your profits…
6… Offer incentives for referrals, send letters to people on
either side of the houses where your customers live and give
them a $20 or $5 voucher to try you out.
Set up a home delivery and mobile plant shop service. Take
the plants to your customer’s home and let them choose what
they want from your truck. You already know what they like
and stock the truck accordingly.
Mail-drop the area around your store with a $5 or $10
voucher and a letter saying:
“To make your home beautiful, something you’ll really be
proud of, I’d like to give you a $5 Voucher to spend as you
like at our nursery.
have seen the spring blossoms of some of our 4,565 plants,
you’ll be back to buy more in the future…”
Give your vouchers to other retailers to give to their cus-
tomers. Have booklets titled:
How to Make Your Garden Beautiful.
6 Things You Should Know About Planting Roses/
Palms/Herbs/Poppi es…
How to take the guesswork out of choosing plants for
your home.
Your guide to healthy and beautiful plants.

Why am I doing that? Simply because I know that once you

Petrol (Gas)
What if you gave every person as they pay for their gas a $20
Voucher for a service or a tune-up or a set of new tires? Or a
discount for a wash?

Stations/ A gas station had a small sign next to the amount on the
pump saying:

Car Wash: “Would you like your car looking like new again? Get a
Wash’n’Wax token for just $3 with your gas purchase. It

How to increase your

only takes three minutes.”

profits…
This worked. As the fellow said, almost 25% of all people
get the wash. If they get 100 people a day, that adds up to
$525 per week in extra sales, mo st of which is pure profit.
It’s about time someone lived up to the name of Service
When you send out statements to your account customers, do
Station again. With every other gas station being self-
you make offers to them in the same mailing for car servic -
serve, you’ll find gold with a full service outlet.
ing, new tires, whatever else do you do? Tell them and make
them an offer for those services.
Forty percent of motorists are women and I’d guess they
don’t like getting gas or oil on their hands and clothes. Plus
Want more account customers?
with 70% of all vehicles running low on oil you’d probably
sell a lot of oil as well, and tires and fan belts and radiator
Offer $50 or $25 off their first month’s gas account.
hoses. What if you asked all your customers when they last
had a service?
After all, you’ll be mailing them with all your other services
and making lots of money with add-on sales, won’t you?
Your average customer is worth probably $5 to $7 for every
You should be!
visit. Over a year this adds up to $250 to $350.
What if you had some smart young person washing the wind-
You could offer a FREE car wash to every one living within
shield and vacuuming the inside front carpets as well? And,
say three miles of your station. Make them fill in a Win a
heaven forbid…
FREE Service card with name, address, birthday, make of
car, etc.
What if you returned every car you got for service or any
other work, washed and polished inside and out?
Make it easy for people to try you out for the first time. Cars
are expensive to run and you’ll get lots of future business if
you treat the customers right.

Plant Nurseries/Petrol (Gas)/Car Wash:

How to increase your profits… 119
Have information booklets on: Your customer likes to know what you do when his car
breaks down or is serviced. Tell them and remember to
“How To Be a Safe Driver” - “7 Tips On Saving Gas.” thank them for their business.

Offer all sorts of add-ons to your customers - car alarms, After all, you are a SERVICE station first and gas station
roof racks, mag wheels, car radios, tow bars, steering locks, second, aren’t you?
detailing, etc. If you don’t sell those items, do a joint ven-
ture with someone who does (see page 73).

Printers:
This will be very profitable for you.

Have booklets titled:

How to increase How To Make Money With Your Printing.

your profits… 35 Ways You Can Save Money And Make More Profits
From The Printing You Are Now Buying.
You will have lots of repeat business from every new
or
customer - especially new businesses. Keep that in mind
when you are looking for new customers.
How to get more sales with your company brochures.
You can offer 500 business cards FREE with every 500 or-
To get new and repeat business, have your sales people ap-
dered at the special price. It won’t cost you all that much
proach the prospects in this way…
extra and you’ll get that customer’s other business.
“We are printers and I’d like to naturally get your business.
Offer FREE pick up and delivery. Have a same day service
However I am calling for another reason today. You see we
if picked up before 10 a.m. Or if picked up after 3 p.m.,
have just researched a special report called XXXXX. There
it’ll be back by 11 a.m. the next day.
is nothing like this anywhere and the information it has may
save you hundreds or thousands of dollars and make all your
Advertise your Unique Selling Advantage such as…
printing much more effective.
“If we don’t deliver on time, your job is FREE.”
It tells you how to save on paper costs, what graphics in-
crease readership, how to write headlines that get up to ten
Offer FREE copy writing services for sales brochures worth
times the results, how to write copy that gets read and acted
$100. Have certificates printed with this on them to give to
upon, how to increase response with coupons, and how to
your customers to give to their customers. See page 158 for
use a print broker plus more.
a letter endorsing someone else.
It’s worth $19. However, I’d like to give it to you. I hope
Offer a FREE one hour consultation with an advertising
that once you've read it and realized just how knowledgeable
consultant. Do a deal with them– they’ll be exposed to lots
we really are you’ll want to at least give us the option to
of business people and pick up clients from it.
price your next printing job…”
Offer FREE typesetting or do the first job at your cost if it’s
Finally, give yourself an edge and write a Yellow Pages ad
pre-paid.
along the lines suggested in chapter 5. You’ll streak ahead
of your competitors.
Contact the Visitors and Convention Bureau and hotels for
details of up-coming conventions. Call the organizer and
Offer your special report in the ad.
offer your services, saying:
Headline your ad like this:
“Hi, I am the local instant printer. When you have your
convention you’ll probably need some printing or copying
To get the best out of your printing needs…
to be done.
Here are 6 reasons why you should call XXX now.
I’ll take care of it for you. I’ll pick it up in the morning and
bring it back in the afternoon…”

Petrol (Gas)/Car Wash/Printers:

120 How to increase your profits…
 WARNING: Before you call any printer, get a copy of
our Special Report - 35 Ways You Can Save Money And
Get More Results With Your Printing.
Have a regular newsletter with tips on increasing your cus-
tomer’s businesses etc.
Mail to your customers with regular offers on cards, station-
ery, flyers, brochures and invoice books.
Try the offer of $50 or $100 credit on any “new account
opened this month.”

VIP Customer Special Offer FREE

As a VIP customer of TIP we are offering you, and only you...
this special never to be repeated offer.
This Special Offer is exclusive to you, the VIP Customer
only...This means it will not be made available to the general
public.
We just wanted to say thank you for your custom…
From the TIP Team.
Simply mention this card or present the same when ordering.
BUSINESS CARDS
500 FREE with a minimum
Order of 500 and
Buy 1 colour
Get 1 colour FREE.
Yes, that’s right! By presenting this coupon,
you, the VIP Customer will get 1000 Business
Cards printed in 2 colours for the price of 500
1 colour cards. This is an exclusive value
added promotion for special people only.
Offer expires 15-5-95. Not valid with any other offer.

Figure 87 - These offers will work for you. You can drop these to all business houses. You will get on-going business from
every new customer and get more business from your existing customers.

Printers: How to
increase your profits… 121
 How to get

2
TO THE
off the ropes MANAGER
FOR THE PRICE
and put some of ONE

PUNCH back into Special Print Offer

Never To Be Repeated Expires 15.5.93

your advertising Two color printing for the

price of only one colour!

BUY ONE GET ONE

Photo of 2 men, one with a boxing glove.

YES!
You only pay for the first color
we give you the second colour FREE

INSIDE
1/2 Price
Print
Offer

Figure 88 - This brochure and coupon were part of a monthly mailing I get from a printing company that is marketing oriented.
They always make a special offer and include lots of helpful information in their mailing. This brochure was also used in a tar-
geted business mailing with good results.

Printers: How to
122 increase your profits…
Real Estate:
How to increase
your profits…
Firstly, I’d look at your Yellow Pages ads and other ad-
vertising you do. Start keeping track of which headlines
are working for you.

Look through the papers and when you see something that
catches your eye, cut it out and file it away. Describe the
properties with emotion. After all, you are not selling four
bedrooms and a kitchen - you are selling cozy bedrooms,
space to entertain, safety and fun for children, and a rela x-
ing haven for the adults.

Ask the owners what attracted them to the house when they
bought it and what are the best things about the area and the
house. Speak to the woman, because she is the one who
usually chooses the home.

There are two markets you are selling to - the person who
will live in the home and the investor. You should have
different strategies for both. To the investor you sell:

How You Can Own An Investment Property For $35

Per Week and a $2,000 Deposit.

Here is a Way You Can Buy Chicago Real Estate For

No Deposit and Just $60 Per Week.

Make A Million In Real Estate. Suburban Mother Of

Three Tells How.

In all cases, follow up every person until they buy some-

thing or tell you to stop. Ask all inquirers what sort of life-
style they want? What would their ideal house look like
and where would it be? Take a personal interest in the per-
son. They’ll trust you and want to deal with you.

And after the sale send a “Thank You” card. Follow up

with a “Birthday” letter:

“Congratulations your house is one years old. I hope you

are enjoying the lifestyle at XXXX…”

Put together a list of businesses that the new owners are

 I MAY HAVE A
BUYER FOR YOUR Ever Tried Diving
PROPERTY, Without a Parachute
IF YOU ARE INTERESTED
When you are 685 feet up in back with its tall gum trees.
IN SELLING PLEASE the air the views of Surfers My grandchildren play on
Paradise and the mountains the enclosed veranda and
CALL ME ON are as if from a plane.
My 3 bedroom home on
it’s great for taking in the
afternoon sun in winter.
327 1000 or 018-285-056 Burleigh Hill has large living
and kitchen areas that’ll buzz
And when the sun sets
beyond the distant moun-

Peter Gillman
with parties and your friends tains, the coast below me
all admiring the views. transforms into a fairyland
The house is solid, secure and of lights.

PETER GILLMAN
even though it’s not flashy...it
has a warm and comfortable
feel about it. And there are
LS HOcKER high ceilings and beautiful
chandeliers.
354 New South Head Rd If you are a keen gardener
and love the outdoors you’ll
DOUBLE BAY appreciate the large lawns.
And the red and purple
Poinciana trees are full of
birds.
Your children will love
Figure 89 - This hand written note may have better response than a exploring the bush land at the
glossy brochure. Make sure you put it only into a selected area just
in case 20 people turn up in your office at the same time. This
worked eight times better than a glossy brochure for one agent!!
There is plenty of room to
keep 3 cars and even a boat.
My neighbors are lovely
and you’ll easily make
friends in this part of town.
The agents said all this is
worth $285,000, but my son
is moving and I want to go
with him. Give us just
$245,000 and it’s all yours.
To arrange a visit, call
Geoff Trein on 321 833, or
762 348 a.h.

ADVERTISEMENT * PRIVATE SALE

ABANDONED WATERFRONT
RETIREMENT DREAM
Owner alone now, can’t fulfill plans of retirement dream for 2
on secluded hideaway. Meandering creek borders a level
home site surrounded by century old gums and pines. Only
minutes Gold Coast/Brisbane Hwy. Some building materials
on site, some gardens set out, natural rock hewn landscaping
partially completed. Majestic views over surrounding Pim -
pama countryside.
71/2 ACRE - GIVE AWAY at $89,950
YUK
THIS PLACE IS UNBELIEVABLE
We scrapped the bottom of the barrel to come up
with this one! The house has been long neglected ,
badly needs painting, and redecorating, the junk in
the yard needs removing but if you’re a fix-it-up
bug the potential is enormous. Set in the heart of
Guanaba on 9 acres of prime acreage land, included
is a large dam, creek, 2 road frontage, 2 cows, 1
bull, a calf and a gaggle of geese, but at $149,000
what do you expect, properties in the immediate
vicinity are on the market for twice the price.
FIRE SALE
REDLAND BAY HOME
for $200,000
We love our home.
below its value
REAL ESTATE agents tell us we’ll
You will too…
easily get $650,000 for our home if we
wait, but we can’t. If you’ve always
yearned to live in a country-style, wa-
Our home is the former Graceville State School B block terfront home on Moreton Bay, with
and over 10 acres of beautiful native forest. sweeping panoramic views, here’s your
But its not at Graceville. It’s at Kobble Creek, just past big opportunity!
Samford. And the school today is a magnificent & special The luxurious home has 45 sq of living
quality home. It is cool, comfortable and very easy to live space, 5 bedrooms, a huge billiard
in. room, a modern Tasmanian oak and
The eight foot wide veranda faces northeast, and so do the
brush box kitchen, and is only 200
main bedrooms and living room. The bush is beautiful and
the barn has a loft.
meters from a magnificent golf course.
And there is a lot, lot more to tell about “Graceville.” So The 60 perch property is a haven for
we have asked Dorothy Collinson of L.J. Hooker Samford children, because a boat may be tied up
and Monika Gibbs of Les Douglas Real Estate to be our at the bottom of the garden, there’s a
agents for this sale. wall from which to fish and a beach for
You can ask them about the 42+ acres farm too. swimming.
“Graceville” is open for inspection today and tomorrow, The new owner will have the conven-
2:00-3:00 p.m. and goes to Auction on 21. ience of being just 35 mins from the
Brisbane GPO and Gold Coast.
A contract for $450,000 has been pre-
pared and may be signed by the first
person to jump at the opportunity. Our
commitments require the house to be
sold this weekend so please ring now
for a private inspection with a view to
signing on the dotted lines.

Figure 90 - Selection of ads that are out of the ordinary. Use headlines that attract attention and lots of interesting copy in all
your advertisements.

Real Estate Agents: How

124 to increase your profits…
Restaurants:
Do a deal with a local movie house. If the diners finish by
7:30 they get a ticket each to the 8 p.m. movie. Start your
letter:

How to increase your “Would you like to see a FREE movie? Here is your

profits…
chance. If you eat early at XXXX restaurant you get one
ticket for each dinner.”

What if you offered to support a local group with members

To get more customers, you must first know who they
similar to your customers by offering to hold a club dinner
are. The key to your success is on-going name collection
at your cost? You’d have to get some repeat customers
and follow up of your customers.
from that!
Have your waiter present the name collection card on page
What if you kept a steady stream of mail to local doctors,
13 to the diners after their meal, as they are paying their
club presidents and owners of businesses with lots of cus-
bill.
tomers?
Mail them after the prize draw with the letter on page 3 and
Include a card for $30 worth of FREE lunches - it should
watch your restaurant fill up.
cover at least the cost of one person eating a full three
course meal. Send them a copy of your menu. They will
Send your customers birthday letters. Offer them a FREE
tell their friends and come back with them.
cake and coffee or similar. Your customers will come with
their friends and celebrate this special occasion with you.
Have special occasion Mother's Day and Father’s Day
events for your customers. The response you’ll get from
Mail your customers every couple of months with different
your customer base is far higher than what you’ll get by
offers.
advertising in the papers at the last minute.
To get new customers, have other businesses giving out
Get to know your customers by name. Wander among the
your $10 vouchers to their customers, (see page 26).
tables and chat with the diners. Pull up a chair with them.
Your customers will feel special if you do.
Send out letters to all dentists for a “Dentist Night.” Try the
same for accountants, nurses, executives. Make an offer in
Have “Meet a Friend” nights. Customers are seated with at
the letter, such as “Buy One Main Course - Get One
least two other people whom they’ve never met. It works at
FREE.”
Club Mediterranean - a very successful holiday resort. It
may work for you.
Keep in mind the repeat business you will have by collect-
ing the names and mailing to your customers (see chapter 6
Have an “Eat as much as you like. Pay what you think it's
on Lifetime Value of a customer).
worth” night.
The better your offer, the better your response. The cost of
What if your takings are more than you’d get otherwise? If
all your promotions is high. You’d do much better to fill up
not, your customers will have fun.
your restaurant with customers responding to a well tar-
geted and very generous offer.
Promote this to your customer list only.
Use the money most restaurant owners spend on useless ads
Start a customer club. Give a business card size member-
on FREE food. Your response to those promotions will be
ship card to each customer. Each time they dine with you,
high. If you have good food and friendly service, these
write the amount they spent on their card. When they reach
first-time customers will come back.
say, $400, give them a dinner for two worth $40.
Do you have quiet nights? Hand out $10 credit vouchers,
Try it, your customers may love it!
FREE soup and bread or 35% off vouchers valid only on
the quiet nights. Have a guitarist playing on those nights.
Swap his music for a meal (see page 74 on barter).

Restaurants: How to
increase your profits… 125
 Enjoy A Special Feast Of
Middle Eastern Dishes With
Elenie’s Exotic Dancing
Come on Thursday September the 17th, 1992
And enjoy an exquisite set menu designed by “The chef” Barry...Semit
Breadrings covered in Sesame Seeds, Egg and Lemon soup, Artichoke
Hearts filled with Babaghanoush, Fish stuffed with Herbs, Yogurt
marinated Spatchock, Sweets platter of Orange Almond Cake and
Small Turkish Pastries as well as Turkish Coffee.

Elenie Vlismas-Smith, internationally rated belly

dancer will dance during the evening transporting you to the Middle
East.

Because of the interest shown by our clientele, bookings are essential

by Wednesday the 16th at the latest.

Tables of four or more will be set. So if you are alone, or if you are a
couple, you will have a chance to meet new people.

The evening starts at 7 p.m. For the set menu and the dance perform-
ance $30 per person.

The Elephant Rock Café

776 Pacific Parade, Currumbin Beach, 982133

Figure 91 - How to make money with special nights. This night was promoted only to existing customers. Twenty letters
were sent and 100 of these leaflets were given to customers eating at the restaurant ten days before the night. The result?
Forty-one people booked at $30 per head, ($8 above the average sale) 21 people were turned away and all who came asked,
“When is the next one.” Cost of letters and leaflet - $50. Special event nights are a simple and effective way to keep your
existing customers coming back.

Restaurants: How to
126 increase your profits…
 For all our regular customers -
A Thank You

FREE Breakfast
For Mum
Yes, it’s true!! Any mother can enjoy a Free breakfast on Mother’s day
the 10th of May at the Elephant Rock Café. The Free breakfast consists
of a fresh juice, fruit salad or muesli, a hot main course and tea or coffee.
Choose a delicious main course from the A-La-Carte menu:
- Elephant Rock Eggs, - Smoked Salmon and Herbed Ricotta Omelet, -
Chicken Sausage and Mushroom Sauce, - Marinated Tofu Steak...And
more.

Come from 8 a.m. until midday for a great breakfast…

• Enjoy the view over Currumbin Beach while sitting on the open
Upper Deck.
• Smell the delicious aroma of your frothing cappuccino.
• Feel the breeze of the sea air on your skin.
• Relax to the soothing sounds of the ocean.

This is a special day and we want your mom to really enjoy it...Be sure to
have a table. Book now by calling on 982 133.

The Elephant Rock Café, 776 Pacific Parade, Currumbin Beach

Figure 92 - This Mother's Day breakfast leaflet received a 33% response from existing customers. The leaflet was given
out a few days before the Sunday.

Restaurants: How to
increase your profits… 127
 Food Lovers:
Photo
A great value night out
at Burleigh... Restaurant Review
by Peter Sun

Do you want a great night Delicious Peanut

out? And taste some fantas-
tic food at great value in a
“different atmosphere?”
You must go to Masakan
Indonesia at Burleigh Heads.
For an inexpensive business lunch or an inti-
You are transported into the spirit of
mate dinner, MR MONTY”S is a must. an Indonesian Village: Bamboo
seats, Indonesian crafts decorating
MR MONTY’S Restaurant serves Breakfast, the walls. You are very likely to be
served by the owner herself, Doris
Lunch and Dinner six days a week. Jaa. The great menu with 41 diffe r-
ent dishes will make you want to do
it the Indonesian way...order a
MR MONTY’S office delivery. Hot and number of different dishes and
cold food delivered to your office. Sim- share them with your friends.
Great food selection
ply phone your order through before for every taste…
10:30 a.m. The delightful aroma from the
seafood, beef, chicken and vegeta-
Price list available on request. ble dishes, all cooked to perfection
in exotic spices, will remind you
what it feels like to be genuinely
hungry. The food is t asty, nutritious
and you don’t need to worry about
Mr. Monty’s Restaurant how spicy it might be. The chef
will prepare it as hot or as mild as
Sauce dishes…
Doris says the most popular main
course is the satay. It’s pieces of
tender chicken, pork of beef fillet
cubes marinated in traditional herbs
and spices. They are charcoal
grilled to perfection to retain the
juicy flavor and are served with
Doris' famous peanut sauce and
golden fried Indonesian onions.
Just magic!
I really liked the mixed fresh vege-
tables steamed to perfection and
served with rich peanut sauce (Gado
Gado). Another dish that I tried
was some crunchy bean spouts
lightly sautéed in herbs and chili
Soya bean paste with tofu. Nice
and different.
Masakan really offers value for
money. A couple will only spend
around $28 for a 3 course meal.
FREE $10 offer….
To introduce new people to her
cuisine Doris said that any new

Complimentary Dinner you want. There is also a large

selection of vegetarian dishes, rice
and noodles.
Buy One - Get One Free For the entrée try the tempting
vegetable and prawn fritters. I also
704a George St., Sydney recommend the home - made savory
pancakes filled with a delicious
Bookings Essential 281 5835 sauce, chicken and vegetables,
served with a p eanut sauce.
Offer Expires 31st July 1992
customer bringing this article will
have $10 taken off their bill. This
means you can have a huge meal for
two for just $18.
You’ll find Masakan at 1837 Gold
Coast H’way at Burleigh Heads ,
just on the beach side, next to the
Burleigh Bottle Shop . It is open
every night for dinner from 5:30 pm
Call 76 4699 to book.

Figure 93 - This was a promotion to office people around Figure 94 - A restaurant ad with a difference: Written
the restaurant. It has a great offer. The voucher was in the in an editorial style this sort of ad should be placed in
folded brochure. It could have been improved with a head- the early section of the newspaper. This will make sure
line - there was none! Mr. Monty’s is not a headline. it’s read by the most people.

Restaurants: How to
128 increase your profits…
Shoe Stores:
ter 14 on up-selling).

Before Father’s Day, what if you mailed the wife with a

How to increase your

“Slippers For Him” offer? And vice versa for Mother’s
Day.

profits… What if you offered a money back guarantee? Say:

“Try the most comfortable shoes in the world for a month.

What if you collected all customers’ names, addresses,
If you don’t like them, bring them back and we’ll refund
shoe sizes and types of shoes bought? And had a “Size 8
your money.”
Sale” only.
Add value by adding other people’s products. A sport shoe
What if you had size 10 left over in a style and you called
shop can add one month FREE gym membership. Ask
only your size 10 customers and offered them the first op-
them for it (see gym sections of this book for a sample).
tion to buy these shoes at 25% off or with a dozen socks
thrown in??
After all, they will get new members out of it. Put together
a package of vouchers for other businesses to give with
No more leftovers for you at the end of the season!!
each purchase.
How about offering every person - as they are about to pay
Lastly, please sell comfort and fashion - not shoes.
for their shoes - a pair of socks? Or shoe polish (see chap-

When you buy a pair of Reeboks Sport shoes

and Aerobics Wear from any other store in
town - that’s all you get.
When you buy that same outfit from Braddons Sports you
get a 1, 2, or 3 month Gym Membership worth up to $175
absolutely free.
Benefits of Reeboks How does the Free
(or other brand) Membership Offer
work??
_____________________________
_____________________________ _____________________________
_____________________________ _____________________________
_____________________________ _______________________ ______
_____________________________ DON
Have you ever had sore feet??
How is it possible to
_____________________________ give you such value??
_____________________________
_____________________________ _____________________________
_____________________________ ______________ _______________
_____________________________
Your Energy Booster _____________________________
effect!! What is it
FREE GIFT
_____________________________
_____________________________ How to choose and why join
_____________________________ a gym??
_____________________________ Free Special Report to every
customer who tries a pair of
Aerobics wear write up.
Reeboks
_____________________________
_____________________________

Figure 95 - This is an ad with a difference. Adding value will cost you a lot less than discounting. Plus it seems more valu-
able to your customers. This ad will give you ideas for a copy intensive ad with lots of sub-headlines with benefits, and an
offer instead of a discount!

Shoe Stores: How to

increase your profits… 129
Solicitors
their friends and customers. Give them vouchers for say
one hour of your time - valued at $150 - to send out with a
letter that you write for them.

(Lawyers): Advertise a free booklet on:

How to increase
“7 Things You Should Know About Family Law”

your profits…
“How to claim Workers Compensation”

Let your client know on a regular basis what services
you can offer them and have a newsletter with helpful
information on all sorts of legal issues.
Make your letters light and easy to read. Sophisticated let-
ters end up in the garbage bin - no matter how fancy your
letterhead is!
To get new clients have your present clients refer you to
Write a column for the local papers and feature your book-
let in it.
Have FREE initial consultations and give
first class advice in this hour.
This will give you lots of business.
Read chapter 5 on Yellow Pages and write an ad that makes
you stand out from the rest (see page 15).

A $165 GIFT CERTIFICATE

With the compliment of __________ Peter Sun_____________________
Use this FREE Gift Voucher for a 1 hour Home Mortgage Reduction and Taxation consultation. You’ll learn - How to legally pay off
your Home Mortgage in full in less than ten years without increasing your present repayments. - How to convert a non-tax deductible
Home Mortgage into a tax deductible loan. - How to legally reduce the tax you pay - even if you are a Pay As You Earn wage earner. -
How to pay less than 12% interest on all your credit cards. - Plus more

Please call Gerry O’Neill at Financial Technology Please validate this voucher
28 Palm Beach Ave Palm Beach 4221 by phoning before FEBRUARY 31,1993
Ph: 98 2544 Fax: 98 2027

Figure 96 - You can use this sort of voucher for lawyers, accountants, insurance and other professional services. By giving
the first hour away FREE, you’ll get lots of people with legal problems wanting to talk with you. This will then lead to other
work. This is an extremely powerful approach.

Solicitors (Lawyers): How to

130 increase your profits…
Supermarkets/
Be there at the front of the store and ask your customers:

“Did you find everything you wanted?”

Food Stores: Have coupons in all your advertising for new customers,
FREE Bread, Potatoes and Eggs are good examples.

How to increase your When the first-time customer comes, get them on your

profits…
mailing list and send them coupons for another three
weeks. This will get them used to coming to your store.

Test the different offers and monitor how much your cus-
The way to customer loyalty and more sales is to make
tomers spend per visit. With your customers returning
your store fun and friendly. Use personal direct mail
week after week, you can afford to give away a good offer
instead of those ugly full page ads I see in the papers
up-front.
every week.
Pro mote certain higher price items such as stainless steel
Read the chapter on fruit shops. Most of those ideas will
cookware to your customers. Offer lay-away on them.
apply to you.
Have an unconditional Money Back Guarantee on every-
Have lots of cooking demos - not just sampling of beans
thing. And don’t check your customer’s bags as they leave.
and sausages. Have a couple of ladies cooking-up tasty
After all, 97% of people are honest. Why punish them for
dishes to sample every day in your kitchen corner.
the 3% who are not?
Give out recipes every week. Have a nutritionist in the
Offer FREE bus pick up of customers and FREE delivery of
store for free advice on a couple of days per week. They’ll
the groceries. Have an area for children to play in and even
do it free because they’ll also get clients from it.
some live animals or humans in duck’s and cow customers
walking around, if your store is large enough.
Have a suggestion box and use the comments to give your
customers what they want.
Is there a line up at the register? Break out some cookies
and ice cream to pass the time. Serve tea and coffee and
Connect your cash register to a bell and revolving lights.
orange juice all the time.
Have random winners of groceries. Take their photos and
have a “Winners Wall Of Fame.”
Have smiling customer service people at the checkouts.
Not check out operators. Most of all have fun!

Why you’ll like shopping

with us.
• Get your groceries delivered
FREE when you live within 10 km of
the supermarket.
• Get 20% off all fruit and vegeta-
bles other than advertised specials
on Sundays and after 6 pm each
day.
• You’ll find everything you need
with our friendly staff’s assistance.
• Get all your fresh meat, deli, fruit
and vegetables and groceries at
prices that’ll save you money.
• Win in our regular competition
drawn weekly.
FREE Mango FREE Bread
Present this coupon and get a juicy, sweet mango Present this coupon and get a soft, white
absolutely FREE. No purchase necessary. Carl’s 450g loaf of bread FREE. No
purchase necessary.
Week Two Only
Valid from 07/12/92 to 21/12/92 Week One Only
One coupon per person Offer expires 06/12/92
One coupon per person
Griffin’s Fresh Food
Red Baron Supermarket
5th Avenue Plaza, Palm Beach, Ph: 344 888.
Find us just off Gold Coast Highway, behind Shell Garage

Figure 97 - This coupon returned 404 customers to the store. It was delivered to 10,000 homes at a cost of $480. Total sales
were $3,062. This sort of offer will attract new and existing customers to the store - try it.

Supermarkets/Food Stores:
How to increase your profits… 131
Travel Agents:
How to increase your
profits…
If you are like most travel agents, you simply react to
your client’s requests.
Most people make their travel plans well in advance. What
if you took a more structured, pro-active strategy, by keep-
ing records of your clients’ preferences?
Contacting them in advance to find out where, when, and
how they are likely to travel. Plus find out any special
needs and desires that they may have.
By keeping detailed records of your clients’ and prospects’
details you can make suggestions to them well in advance
of their dates of traveling.
By making these suggestions in a way that will save them
time, money and last minute panic, you’ll get their business
over and over again.
After their trip, send a “How was your holiday?” card or
phone them in person.
Throw out your brochures. Instead, sit the people down and
ask them about their interests and preferences.
Hold travel evenings with different themes - Hawaiian,
European, Balinese, Adventure, etc.
Offer a chance to win a tour with you. Collect everyone's
name and follow up with offers for various destinations.
Go to associations and clubs and offer to be their “Official
Travel Agent.” Offer to donate a small percentage of the
bookings from members back to the club.
Give your best clients a gift voucher towards their next trip.
Offer extra value with a map and book on the area they
want to travel to.
Send “Thank You” notes and keep in touch. After all -
most people will travel somewhere every ye ar - for the
rest of their life.
Travel Agents: How to
132 increase your profits…
QE2
FLY FREE
1993 GRAND ODYSSEY
VISITING BRISBANE
FEBRUARY 1993
PRICES FROM $3,760*
BOOK EARLY AND SAVE
You can save thousan ds of dollars per couple but you must act NOW.
Offer closes 3 September, 1992
In January 1993 the legendary QE2 you’re ever likely to make -
sets sail on a Grand Odyssey en- and better than money in the
compassing six continents. This is bank. Indulge yourself aboard
a combination of several voyages the greatest super liner of
which visit some of the most fasci- them all. Cruise the south
nating ports in South America; the Pacific, Asia or the Orient - to
South Pacific; Brisbane: Asia; the or from Brisbane. Or make
Orient and the Mediterranean. the grand voyage to Sout h-
All passengers who book a QE2 Fly ampton.
Cruise sector from the 1993 Grand O d- Prices start from just $3,760* per person
yssey brochure, and pay in full on or for a twin cabin for 10 nights from Bris-
before September 3, 1992, will receive bane to Singapore. All cabins on QE2
their international flight to or from QE2 have private facilities. And remember, if
FREE. This is a unique offer - which is you book and pay in full before Septe m-
exclusive to Australia. In order to pro- ber 3, 1992, your economy class flight to
tect space for our passengers, we are or from the ship is provided FREE!
offering these extraordinary early book- Full information and color brochure
ing savings for the first and only time. available from your travel agent or
They represent the best investment Cunard.
Level 1, 146 Arthur Street North Sydney NSW 2060 - Phone (02) 956 7777
003 858 713 Lic No. 21A 003015 Key No. Cun 23 * Price based on F grade - port taxes apply
Figure 98 - This ad has a good headline. It has a limited time
offer and it has lots of interesting copy. Anyone who has
heard or been on the QE2 knows this is a great ship. The
headline will attract them. Make your ads interesting along
the lines I suggest in chapter 10.
Video Stores:
advance. Have other stores give away vouchers for FREE
video rental from your store. Your business has a high re-
peat purchase value. What you want is for people to visit

How to increase your

you a couple of times and get used to coming to you.

profits…
Have video retailers give $100 worth of movies from your
store with every video recorder they sell.

A video store in the country had McDonald’s give away

The easiest way to make more money for you is to add-
$30 worth of movie rental with every purchase during a cer-
on sales in your shop.
tain period. Out of 1,000 vouchers 300 new customers
came in to the store.
If a person is about to leave without renting anything ask
them:
Have a prize draw for $300 worth of videos every two
months. The person has to be in the store to win the prize.
“Excuse me what were you looking for?”
This will give you a crowd every two months.
If it’s action, comedy or whatever, make them this offer:
Have other businesses give you their products to give
out with your videos. Go to bowling alleys, restaurants,
“I have a few really great movies that most people don’t
coffee shops, fast foods, etc.
know about. If you’d like, take them home and watch them.
If you don’t like them, you don’t have to pay for the ones
Do a joint venture with a video repair company to supply a
you don’t like. How does that sound?”
loaner video to people who are having their video recondi-
tioned. Send a letter offering your customers this service.
This will make sure everyone leaves with some videos and
over a year it will add thousands of dollars to your bottom
The video repair company will go to your customer’s home,
line.
pick up the video and install the loaner. They’ll get a better
quality viewing, longer video life, etc. If you split the
Have a special “First Release Club.” For an annual fee, the
profit, you’ll make at least $35 per video recorder. If from
members will get advance notice and first pick of new re-
every 1,000 customers 20% will take you up on it, this will
leases, plus a newsletter and $50 credit for old movie rental.
mean an extra $7,000 profit for just a bit of your time.
Pre-sell $200 worth of movie rental for say $150 if paid in

VIP Customer Card. No. 675

Present this card every time you hire a video. When

you have hired 10 videos you’ll get one 1st release
FREE.
1 2 3 4 5

6 7 8 9 10

Figure 99 - Customer club cards like this one will get you customer loyalty The give away is equal to 10% off. However,
this “Buy 10 get one FREE” approach is more attractive and encourages people to keep using your video rental.

Video Stores: How to

increase your profits… 133
White Goods
“I hope you are enjoying your new…”

You can use your customer base to sell other products too.

(Electronics):
What if you asked the person buying the stereo:

“What kind of music do you like?”

How to increase your What if you offered the person who bought a TV a video to

profits….
match:

“I hope you are enjoying your TV. I saw a really great

video the other night, which made me think of you. We have
You are like the other repeat businesses I have written
just received a shipment of XXXX videos. They are per-
about. If you call your customers and ask them for more
fectly matched to your TV. I have even organized $150
business on a consistent basis - instead of running those
worth of movie rental from your local video store for you.”
idiotic ads like everyone else - you’ll make a ton of money.

How about sending a “Thank You” note, a letter to say:

Wholesalers/
Another way to get dealers and stores to take your prod-
ucts and services is to help them increase their business.

Manufacturers:
Even if your help has no direct relation to selling your prod-
uct, human nature is to pay-back and reciprocate buying
your products and services.

How to increase your Start a newsletter on helping your dealers and stores make

profits…
more money. Buy them good books on marketing, (such as
this one) and send them as gifts with “Thank You” letters.

Organize seminars and buy them time with advertising/

You are probably spending a huge amount of effort and
marketing /taxation experts who will help increase their
money to get the dealers and the stores to sell your prod-
business. Be on the look out for techniques that others are
ucts.
using that could be applied in your customers’ businesses.
All the dealers and stores are being approached by your
What if you are selling a high value item to organizations
competitors who, by and large, have pretty much the same
and government departments? Ask the person who will in-
things, at the same price as you.
fluence their decision to evaluate your product or service.
Usually the dealers and the shops have no loyalty and will
“We have a XXXX that we feel is excellent for doing
try to get the lowest price from whomever they can.
YYYYY, however we feel that it could still be improved. Be-
cause you are an expert in this field, we would appreciate
Even after you get your product in the stores, they still
your suggestions and input into the performance of the
have to sell your product to the final user.
XXXX…”
To stand out from the others, you should develop a system
This plays on human pride and recognition. You are asking
to sell your product or service, the shops and dealers will be
for help. After the person evaluates your products, they are
begging you to go with them. Why is that? Simply because
a likely prospect to buy it.
now you are giving them a system to make money, instead
of selling them another headache.

White Goods (Electronics) Wholesalers/Manufacturers:

134 How to increase your profits…
 BIBLIOGRAPHY

The best books I know about increasing your profits…

There are many books and newsletters you can read on the sub ject of marketing and increasing
your profits. I have referred to some to these in writing this manual.

1) Your Marketing Genius At Work by Jay Abraham Ph: (213) 791-2300

2) The Results Report by The Results Corporation Ph: (07) 870 3700

3) The Marketing Magazine by Winston Marsh Ph: (03) 569 1100

4) The Gary Halbert Letter by Gary Halbert PH: (305) 294-8425

5) Mind Your Own Business and Would Saks Fifth Avenue Do It by Murray Raphel Ph: (609) 348-6646
or phone (02) 247 7744 Australian Direct Marketing Association in Sydney.

6) My Life In Advertising and Scientific Advertising by Claude Hopkins Ph: (02) 247 7744 Australian
Direct Marketing Association in Sydney.

7) Tested Advertising Methods by John Caples Ph: Who knows where I got that one from. Try a large
bookstore or the Australian Direct Marketing Association on (02) 247 7744

8) The Peter Sun Marketing Letter by Peter Sun (630) 736-0468

9) Business Publications Australia Pty. Ltd. (075) 38 3066

Bibliography... 135