Piranha Marketing

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P I R A N H A M A R K E T I N G W O R K B O O K Joe Polish Tim Paulson

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Piranha Marketing

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J o e P o l i s h

T i m P a u l s o n

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IMPORTANTTo begin — Please save thisworkbook to your desktop orin another location.

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Joe Polish and Tim Paulson

Piranha MarketingThe Seven Success Multiplying Factors to

Dominate Any Market You EnterWorkbook


This program is the compilation of a career of learning from the masters who paved theway for the ultimate success mindset — Napoleon Hill, Earl Nightingale, Peter Drucker —and the incredible teachers, peers, and clients I've had the opportunity to meet and workwith. There are too many to mention them all, but for this particular program I do want toacknowledge Gary Halbert and Dan Kennedy for pushing me on the right path in directresponse marketing, and Dan Sullivan for his coaching which elevated my concept of whatis truly possible in this world. Thanks also to marketing and business experts who con-tributed in some way to this product: Jeff Paul, John Childers, Sy Sperling, Denny Hatch,Bill Phillips, Chet Rowland, Brian Tracy, Larry Steinmetz, Mark Schneider, Dave Kekich,Ben Suarez, Jim Wolverton, American Express, and many of my Piranha Members.

Enormous thanks also goes to Tim Paulson for being my partner on this project and being avaluable asset to my company, to my assistant Eunice Miller for keeping us organized andon track, and to Lisa Wagner and David Wagner for their creation of the Piranha Marketingprocess tools.

Thanks also to everyone who purchases this product and IMPLEMENTS the concepts andcreates success from them. An idea remains an idea until there is action … and my hope isthat you act and create the success that you truly deserve.

– Joe Polish

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Piranha MarketingThe Seven Success Multiplying Factors to

Dominate Any Market You Enter

Table Of Contents

Session One: ELF Marketing: Developing an Easy, Lucrative, and Fun Business ..........................4

Session Two: How to Avoid the “Blind Archery Trap” ......................................................................9

Session Three: Autopilot Advertising That Delivers Big Money:Recorded Message “Hotlines” .................................................................................15

Session Four: Autopilot Advertising That Delivers Big Money: Voice Broadcasting ...................18

Session Five: The Customer Conversion System .............................................................................21

Session Six: The Customer Conversion System (Continued)..........................................................26

Session Seven: The Happy Client Experience..................................................................................28

Session Eight: The Champion Creator .............................................................................................34

Session Nine: The No Maintenance Money Machine: Consumer Awareness Guides ...................40

Session Ten: The Margin Magnifier .................................................................................................54

Session Eleven: The Margin Magnifier (Continued) .......................................................................58

Session Twelve: The Lifetime Value Creator ....................................................................................62

Session Thirteen: The Testimonial Tidal Wave ................................................................................67

Session Fourteen: The Message Multiplier System: Conducting Teleseminars ...........................72

Session Fifteen: The No-Slow Time System ....................................................................................83

Session Sixteen: Hot Topics: An Interview with Joe Polish and Tim Paulson ..............................86

Producer: Dave KuenstleWorkbook: Traci Vujicich

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Piranha Marketing

Congratulations on your purchase! We want what you’re going to learn from us to be the mostvaluable moneymaking marketing and sales program and processes that you have heard in avery long time.

What you’re going to learn may be the complete opposite of what you ever heard before. But ifyou have an open mind, if you’re willing to listen and understand what we’re teaching, it’ll makesense to you (and money for you).

How to Use This WorkbookHow can you get the most out of this workbook? By using it in conjunction with the audio pro-gram. For each session, do the following:• Preview the section of the workbook that goes with the audio session.• Listen to the audio session at least once.• Complete the exercises in this workbook.

By taking the time to preview the exercises before you listen to each session, you are primingyour subconscious to listen and absorb the material. Then, when you are actually listening toeach session you’ll be able to absorb the information faster—and will see faster results.

Let’s get started.

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Piranha Marketing 4

ELF MarketingTM: Developing an Easy, Lucrative, and FunTM

BusinessSession One

You may wonder about the title Piranha Marketing. You might say, “Piranha Marketing, that’skind of vicious.” You know what? Business is vicious. That doesn’t mean that you make ene-mies. It just means you’ve got to do everything you can to make your business highly successful.

ELFTM or HALFTM?There are two ways that you can build your business. You can do it through ELFTM: Easy,Lucrative, and Fun. Or you can do what a lot of businesses do, which is to have a HALFTM busi-ness: Hard, Annoying, Lame, and Frustrating.

Occasionally a HALFTM business could be hard, annoying, lucrative, and frustrating, but in mostcases it’s usually lame. If it is lucrative you can make a lot of money. But if you have to struggle,if life is hard, if you’re not enjoying yourself, what’s the point? There are ways to actually run abusiness that are easy, lucrative, and fun.

ELFTM is a new concept for a lot of people. They think that in order to be highly successful inbusiness, through marketing, that it’s got to be hard. Not true! It can be easy, lucrative, andfun. There’s a lot more to living than going through some sort of a hard, annoying, lame, andfrustrating existence.

Exercise: Financial IndependenceMost people pick up this kind of program because they want to make more money. “How do wemake more money? How do we sell our services? How do we do it better?”

There is something more important here than just making money. It’s called financial independ-ence. What does financial independence mean to you? Total financial independence? Wouldthat mean you would be able to live in the home of your dreams, drive the car that you’d like,work two days a week, go on vacations to certain places? Whatever it is, everybody has a dreamof what financial independence means to him or her.

What does financial independence mean to you?____________________________________________________________________________________________________________________________________________________________________________________

The good news is that the dream of financial independence is alive. It’s doing very well. Peopleare making it happen every day. It is a great time to have a business; it’s a great time to be alive.You can have whatever form of financial independence you’d like if you’re willing to take thetime to learn how to get it. It is available and the people who do it are doing it because theyhave actually taken the time to learn what needs to be done in order to do it. That’s why you seesuccessful people and successful business owners all over the place, because they are willing totake the time to learn how to do it.

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Are there individuals in your industry who are rich? Who are they? Write their names here:________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Well, if there are people in your industry who are rich, why aren’t you? These people have takenthe time to learn how to create financial independence. And they have taken action. Regardlessof your present situation, regardless of the economy, regardless of who is the leader of the coun-try, regardless of your past, you can make a lot more money in your business and you can do iteasily and quickly.

Great marketing makes selling easy and ideally unnecessary.

If you’re in business right now there is something it is you have to sell. The reality is that if youdon’t realize you have to sell something you’re never going to make it in business because noth-ing happens until a sale is made. You can actually create processes that will allow you to, inmany ways, eliminate selling face to face.

What marketing done right will deliver to you are people who are pre-motivated, pre-qualified,pre-interested, and predisposed to doing business with you. It will sift, sort, and screen peoplewho you want to talk to and get rid of people who you shouldn’t be talking to. Sometimes inselling if you don’t have your marketing right, you end up spending an enormous amount oftime talking to people who really have no interest in what it is you’re selling. After they’ve gonethrough the marketing processes, you’re not going to have a lot of difficulty selling to these peo-ple. Just remember that marketing done right is the quickest path to the sale.

Five Characteristics of Successful People (Based on Napoleon Hill)Number One: Burning DesireThe most successful people in the world have a burning desire to succeed. A burning desire isabsolutely critical.

Number Two: Specialized KnowledgeIndividuals who want to have great success in marketing and in business and in making moneyneed to have specialized knowledge in what this program is sharing. This program provideswhat Napoleon Hill would say is the specialized knowledge in making money in an ELFTM


Number Three: DecisivenessThird, they need to be decisive. Individuals who are the most successful in the world are deci-sive. They see something; they make good choices. It’s very important that they make correctdecisions. They don’t say, “Well, let me think about it. Let me give it a month to consider it.”Successful people say, “You know what, I want to do it and I want to do it now.”

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Number Four: Goal OrientedThe most successful people in the world are goal oriented. A goal unwritten is only a wish.Write it down.

Number Five: The Mastermind GroupNapoleon Hill said that the 500 most successful people had one common characteristic:belonging to a mastermind group.

So the five characteristics of successful people are that they have a burning desire, have special-ized knowledge, are decisive, are goal oriented, and they have a mastermind group. Seek thosequalities and you will have an ELFTM type of a business.

Exercise: Rate YourselfRate yourself on a scale from 1-10 on the five characteristics of successful people. Give anexample of each. You can either give an example of how you are doing well in this area, or givean example of what you can do to improve.

1) Burning Desire Rating: _______Example: ................................................................................................................................................

2) Specialized Knowledge Rating: _______Example: .................................................................................................................................................

3) Decisiveness Rating: _______Example: .................................................................................................................................................

4) Goal Oriented Rating: _______Example: .................................................................................................................................................

5) Mastermind Group Rating: _______Example: .................................................................................................................................................

Psychological Barriers to SuccessAs you go through this program, there may be obstacles that come up in your mind. You mightstart thinking to yourself, “Well, you know, I’m in a different industry. My clients are different.That may not work for me. I don’t really like that. That doesn’t quite fit me.” The fact is, every-thing in this program is easy to do and completely ethical. It will allow you to take whatevervalue you create in the world and sell it and market it.

There is no relationship between being good and getting paid.There’s a huge relationship between being good,

being a good marketer, and getting paid.

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A Sneak PeekHere is a sneak peek at some of what you’ll learn in the rest of this program.

The Piranha Marketing Money MapTM: steps to get you out of the “blind archery trap.”

The Prospect Conveyer BeltTM: autopilot advertising. With this you get pre-sold, pre-qualifiedprospects.

The Customer Conversion SystemTM: an automatic idiot-proof customer closing system.

The Happy Client ExperienceTM: where you create clients out of customers.

The Champion CreatorTM: allows you to create champions who refer your business like crazy.

Cash Flow Surge SystemsTM: or direct-response marketing systems.

The Margin MagnifierTM Systems: to increase your selling price.

Lifetime Value CreatorTM: involves mining for gold in your existing client database.

Testimonial Tidal WaveTM: different ways to leverage testimonials.

The Money Maximizer SystemTM: money creation beyond your core services.

Entrepreneurs who achieve the greatest level of success are notnecessarily the hardest workers; they are the smartest workers.

Are you a hard worker? Well, if you are a hard worker, then the next question is, are you rich?Are you wealthy? If you’re not wealthy but are working hard, you must realize that the adage “Ifyou work hard you’ll make it big” is a lie. It’s a lie that’s been perpetuated for generations. It’ssomething everybody is told. And with the Piranha Marketing Money MapTM we’re going toshow you that you can actually get wealthy by applying these principles in a way where youdon’t have to sacrifice your life, time with your family, and everything that’s important to you inorder to have success.

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Most people confuse success with money. They confuse success with being a hard worker. Donot confuse activity with accomplishment. They’re two completely different things.

Productivity is maximum results with the least amount of time.Leverage is maximum results with the least amount of effort.

As we go through the remainder of this program you’re going to be introduced to the PiranhaMarketing Money MapTM to get you out of the Blind Archery TrapTM that most business ownersare in, and you will be introduced to concepts and principles that will allow you to have maxi-mum productivity, maximum leverage, and have ELF MarketingTM.

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How to Avoid the “Blind Archery TrapTM”Session Two

This session is about the “Business Bull’s-EyeTM” and the steps to get you out of the BlindArchery TrapTM. Most business owners run their advertising and their marketing as if they wereshooting arrows blindfolded trying to hit money targets.

In order to get out of the Blind Archery TrapTM, for one, you need to understand that marketingis not the same as selling. Many people in business have erroneously been taught that market-ing and sales are the same thing, and most look at their sales stuff and interpret it as their“marketing.” Selling is what you do face to face to get money exchanged for a product or serv-ice. Marketing is what you do to get them there in front of you in the first place.

When it comes to selling, the best prospect to be in front of you issomeone who is pre-interested, pre-motivated, pre-qualified

and pre-disposed to doing business with you.

And you do not want to be running around looking for these prospects. Ideally, you want tostructure your marketing so that these prospects automatically come to you.

What Is Real Marketing?Real Marketing is a diversified group of systems that automatically deliver ideal prospects.Ideal prospects are pre-interested, pre-motivated, pre-qualified, and pre-disposed to doing busi-ness with you. It delivers ideal prospects, predictably and dependably in the right quantity toyou, the professional, that run on autopilot and don’t require active manual labor on your part.

Manual Marketing, which is face-to-face selling, is the most painful way to generate business.You don’t need to do that. If you have marketing systems in place, and if they’re implementedproperly, they’ll be cost justified, they’ll be accountable, they’ll be trackable, they’ll be measura-ble, and ideal prospects will call you. You won’t have to go out scouring the earth trying to findthem. You never have to rely on any cold-call selling unless you really want to. This will get youout of the Blind Archery TrapTM.

What Is Real Marketing NOT?Knowing what not to do is as important as knowing what to do. Real Marketing isn’t gettingyour name out there. It isn’t name recognition. It isn’t building an image. It isn’t getting yourname in front of as many people as you can get your name in front of. It isn’t bragging abouthow excellent you are. It is not copying Fortune 100 companies’ inane or funny advertising. It isnot cold prospecting. It is not begging people for referrals. It is not going to network meetingsand social events to meet clients and prospects. It is not using unethical and manipulative

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tactics. It isn’t taking people to lunch. It is not playing golf. It is not having a brochure and busi-ness card. It’s not having a website. It’s not even being very good at what you do. It’s not win-ning an award. It’s not having letters after your name or a college or professional degree. It isn’thoping and praying for clients to call you. It’s not pretending to have a predictable incomestream from referrals only. And finally, real marketing is not SELLING.

Exercise: What “Unreal” Marketing Techniques Have You Used?In the following space, write down all of the “unreal” marketing techniques you have used inthe past.________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Were any of these extremely effective? Probably not.

First of all, nothing happens in business until a sale is made. It doesn’t matter how nice aperson you are. It doesn’t matter how good your products or services are. None of that mattersuntil someone actually gives you money for it.

So how do you actually sell your goods and services? How do you communicate them? How doyou deliver them in a way where the experience is enjoyable and people want to do businesswith you, not avoid you like you’re some sort of sleazy salesperson who’s trying to talk theminto something?

All you have to do is change the positioning. You have to change the positioning so you’re notgoing after them; you actually structure things so they’re coming to you. And whenever theycome to you, versus you going to them, it’s a completely different positioning. That’s where allyour leverage is.

The Marketing Progress Report Card

Do you know the lifetime value of your existing clients? ...............................................� Yes � No

Do you know how much it costs to acquire a new customer for your company? ........� Yes � No

Do you have a marketing system for prospected client conversion? .............................� Yes � No

Do you have a marketing system for generating leads? ..................................................� Yes � No

Do you know where your best clients come from? .........................................................� Yes � No

Do you have trackable marketing systems in place? .......................................................� Yes � No

Do you know how many contacts it takes your companyto convert a prospect into a client? ..................................................................................� Yes � No

Do you know what your return on investment is for everymarketing dollar you spend? .............................................................................................� Yes � No

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Do you test your marketing strategies to determine which performs best and how to improvethem? � Yes � No

Is your marketing system a one dimensional or tactical approach or is it a marketing system:multifaceted, strategic, incorporating online and offline combinations? � Yes � No

Questions You Need to Ask Yourself:

What is currently your biggest marketing challenge?________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

What is currently your biggest marketing opportunity?________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

What is currently your biggest marketing strength?________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Unique Selling PointYour unique selling point, or USP, is a precise statement of why your company is special. Itshould answer this question: “Why should I do business with you versus any and all of yourcompetitors, including not doing anything at all?” Don’t worry if you can’t answer this questionnow. First, you need to understand how powerful a USP can be.

What Is Your USP Not?The answer to the above question isn’t “I have a great price,” or “I’ve been in business for 20years,” or “Because I’m honest and ethical.” That’s what everybody else is saying. That doesn’tmake you unique, that makes you universal.

When someone’s main reason as to why customers should do business with them is low price,it’s because they haven’t determined anything else that is more unique.

Features Versus BenefitsA feature is what the product is or what it does. The benefit is what it does for the person who’sactually using it. So you need to talk in terms of benefits, not in terms of features.

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Exercise: What’s the Benefit?

What is the product or service you sell?________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

What are the features of that product or service? What does it do?________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

What are the benefits to your customer?________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

If you’re in a business where you offer something that someone else does, you need to talk interms of the benefits.

Message to Market MatchThe best message in the world is useless if it falls on deaf ears. You could have the best salespromotion in the world, the best marketing message in the world, but you’ve also got to be com-municating it to the right people. This is called “message to market match.” It’s essential to haveboth a strong message and a good match in order to be effective in marketing.

Marketing is what you’re communicatingand who you’re communicating that to.

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Exercise: Who Is Your Audience?

Who is the target audience for your message? Who can reap the benefits of the product orservice you offer? Where can you find them?________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

These are three crucial things to get out of the Blind Archery TrapTM: USP Identification,Benefits Identification and Message to Market Match.

Three Things You Must Have in Order to Sell SomethingOne: A product or a service.Two: A sales message or a marketing message.Three: A delivery system.

A delivery system is a way to deliver your sales message or marketing message out to prospectsand clients about your product or service.

The majority of people focus all of their energy on the product or the service, what it is that theysell, what it is that they offer, and delivery systems. For example, we’ve got a carpet cleaningservice or we’ve got a chiropractic business, let’s go and deliver a message about this to people.

What is a delivery system? A phone book, telemarketing, billboard, direct-mail letter, postcard,newspaper ad, and any types of coupons or self-mailers are all delivery systems. Even a websiteis a delivery system. It’s an electronic brochure, but nonetheless it is a delivery system.

Most business owners who we encounter spend lots of money and time delivering a messageabout their product or service and they put very little thought into developing the message.

If you have a lousy sales message, all you’re doing is delivering to a bunch of people some-thing that may not be as effective as it could be if you spend a little bit of time focusing onwhat the message is you are trying to communicate. That’s why you want to think about USPidentification.

Two Types of AdvertisingIn this context, advertising doesn’t necessarily mean that you need to run an ad. It could also beon a business card, it could be on a Consumer Awareness Guide, it could be on a flyer. You don’thave to run an ad in order to still understand the concept of message.

There are two types of advertising that you can do. You can either do direct-response advertising,or you can do what most business schools teach and that’s institutional or image advertising.

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Image advertising is the kind of advertising that you see from banks, insurance companies, andmost corporate type businesses. What this does is it tries to convey a certain image about thecompany. It attempts to tell how great the company is. It attempts to say that the company ismore trustworthy or honest or kinder than its competition. It attempts to give the company alook of professionalism. It attempts to make the prospect feel good about the company. And thefocus of image advertising seems to be “me” advertising. Image ads give us a false belief that ifwe look really good, if we look nice, then people are somehow going to be compelled to do busi-ness with us.

Now, if you actually hired a salesperson to go door to door, what would you want that person todo? You’d want that person to give the most compelling, powerful sales presentation withintegrity and ethics that could be delivered so that that prospect or that client would want tobuy more. That’s what you would want to do. You wouldn’t send a door-to-door salesperson tosomeone’s home and have them hold up a sign that had your company name and say, “Hi. I’vebeen in business for 20 years. I have a pretty logo, look at me, isn’t it great? Oh, you may haveheard our name.”

The message, the substance of what it is that you do for the people who are going to buy it fromyou is crucially important. People want to do business with a person, not a company. Rememberthat. And they want to feel trust, they want to feel understood. That’s why it’s so crucial that youdevelop a sales message—so that when you deliver that message to your prospects and clients,the chances of them buying from you are much more likely.

For most businesses, their marketing and advertising is nothing more than a blown up versionof their business card. This is who we are, this is what we do, here’s our phone number. Not verycompelling.

The difference between a one dollar bill anda one hundred dollar bill is the message on the paper.

An ad is going to cost you the same amount of money if you get one call or if you get 1,000 calls.So the more that you can develop your message, the more powerful it’s going to be for you.

Three Important Rules in AdvertisingOne: Never do anything that you can’t directly track its results.Two: Never run an ad a second time that didn’t work the first time.Three: Never fall in love with your ad.

You may love an ad, you may think it’s a winner; you may think it is the greatest ad you’ve everdone. You run it, it fails. Don’t continue running it because you think it’s great because it’s got apicture of your daughter on it. These three very simple rules to follow are extremely important-because this is a numbers game and successful advertising means it creates you more moneythan it costs.

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Autopilot Advertising That Delivers Big Money:Recorded Message “Hotlines”Session Three

A smart business owner realizes that you’ve got to leverage your time. You need to do it withturnkey systems that operate like a well-oiled machine. Once you have a system like that inplace it will work nonstop and will continue to develop momentum that will allow you to actu-ally sell what it is you do without any form of manual labor.

Five Elements of Autopilot AdvertisingOne: Lead Generation Ads .Two: 24-hour Free Recorded Message.Three: Consumer Awareness GuidesFour: 100% Money-Back Guarantees.Five: Social Proof and Testimonial Systems.

Lead Generation Ad and 24-hour Free Recorded MessagesA 24-hour recorded message allows you to educate people robotically about why they should dobusiness with you.

For example, you could have a print ad that says, “Warning: Don’t call any carpet cleaner untilyou listen to this 24-hour Free Recorded Message. Call any time, 24-hours a day.” This is calleda Lead Generation Ad. And then people would call and they would hear all kinds of wonderfulthings like how to avoid four carpet cleaning rip-offs, seven mistakes to avoid when choosing acarpet cleaner, six costly misconceptions about carpet cleaning, seven questions to ask a carpetcleaner before you invite them into your home, or the difference between value and price. Itdoesn’t matter what your business is, you can just change the terminology so it fits what it isyou do.

Exercise: Call Me!In this exercise you’re going to come up with five things that you can put in your ad that wouldget people to call your 24-hour Free Recorded Message. The key to this exercise is to refer backto the previous exercise where you wrote down the benefits of your product or service. Be spe-cific and come up with numbers like “Five ways to…”

My Business is: .......................................................................................................................................

One: ........................................................................................................................................................

Two: .........................................................................................................................................................

Three: ......................................................................................................................................................

Four: ........................................................................................................................................................

Five: .........................................................................................................................................................

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Not only is the 24-hour Free Recorded Message a great marketing strategy, but it’ll also save youenormous amounts of time. You can zero in on thousands of prospects, many of them motivat-ed. You can eliminate cold calling. You can stop wasting money on useless advertising or big adspace. One of the greatest ways to put a lot of message out there but to not pay for space is toutilize a small space in an ad to mention a Free Recorded Message and let the recorded mes-sage deliver all that information. Most people have one-step ads where people just read the ad.The advertiser tries to put as much as they can in the ad, or they just include their logo andleave a lot of white space. The same principle applies to all forms of your message: businesscards, sales letters, your website… Don’t waste your time making a one-step ad, give them aresponse mechanism that will get the interested high-value prospects to call and hear a messagewith more power than anything you could cram into a small space ad. Maximize your messagewith the 24-hour Free Recorded Message.

Another advantage to allowing people to call any time, 24 hours a day, is that it’s very non-threatening. Consumers have a certain level of phone call fear and a 24-hour Free RecordedMessage is very nonthreatening. No one is calling them, and they don’t have to say “No.” Whenyou’re talking on the phone to somebody, you don’t know if what he or she is saying to you isthe truth or not. But, when you are saying the same thing to somebody over a recorded messageversus live on the phone, people are more apt to believe what is being said.

Another advantage to allowing people to call anytime, 24 hours a day, is that this is very non-threatening to prospects. Consumers have a certain level of phone call fear, so knowing thatthey will be calling a 24-hour Free Recorded Message, and not talking to any live salespersonlowers the barrier for them to make that call. They won't have any person on the line sellingthem, or pressuring them in any way. When you're talking on the phone to somebody, you don'tknow if what he or she is saying to you is the truth or not - or whether they are telling you anuntruth to get you to buy. When the message is RECORDED people are more apt to believe thecredibility of the message because it is out there in a recorded format for everyone to access.

Consumers are more receptive to believe your message as the truthif you actually record it versus if you say it live.

Not only is the message perceived differently than if you said it live, but you don’t even have tophysically be there. Think about that. A Free Recorded Message is a salesperson who can deliv-er a powerful, compelling message 24 hours a day, 7 days a week, never complains about aheadache, always shows up to work on time, doesn’t get paid a commission, and it costs penniesin order to do this effectively.

How Long Should Your Message Be?Sometimes people ask, “How long should my message be?” Some think that people are busy sothey’re only going to listen for a minute, so I’ve got to make it really quick. That is erroneousthinking.

Things are not long or short; they’re either interesting or uninteresting.

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If you want to have a lot of information, it needs to be interesting. You can’t bore people intobuying anything. However, if you actually have useful information, people will listen to it.

You would never say to a salesperson, “We’d like you to go out and make sales, but whateveryou do, don’t say more than 100 words because after someone hears 100 words their brainshuts off and they don’t listen anymore.” People put those restrictions on their advertisingbecause they think that their advertising should be uncluttered and that it should have a lot ofwhite space and that logos should look pretty.

The point is, if someone listens to a five minute recorded message and that convinces them totrust you, they may hang up and call you directly.

How Do I Get a Recorded Message Line?You can get a recorded message by getting a voice mailbox with your local phone company. Youcan also get a more sophisticated system.

The reason for going with one of the more sophisticated systems is that not only can you have 50to 100 people call your recorded message at one time, with no one ever getting a busy signal, butyou can also track how long the average listener is on the line. You can determine at what pointpeople are hanging up. You can find out what it is in your recorded message that’s really effec-tive. They have complete call reports. It’s totally automatic so you don’t have to track anything.

Also, you can see the specific phone numbers of the individuals who have called your recordedmessage and you can actually retrieve their phone numbers, whether they left a message or not.

If you’re in a business where you’re trying to generate hundreds or thousands of leads andyou don’t want to have to listen to all the messages, have someone transcribe them. There areservices out there that will do all the transcription for you and simply email it to you, and it justmakes the whole thing ELFTM. They will give you a toll-free number, and they will teach youhow to do this. It’s very, very simple.

Now Let’s Just Walk Through the Process Here:A prospect sees your ad and they call your toll-free automatic hotline. After listening to the mes-sage, the caller will be prompted to do a variety of things. They can choose the following: theycan press a specific number to directly connect to your business; they can press another num-ber to repeat what they’ve heard; they can press another number to leave a message; they canpress another number to enter a new extension, because you can have a variety of differentextensions; or they can press another number to have a fax sent to them.

You can actually use a different extension in different ads so that you can track to see whichad is actually generating the phone calls. The technology is absolutely phenomenal and it freesyou up from handling a ton of calls saying exactly the same thing over and over again, and itdelivers the callers a “perfect” pitch 24 hours a day. It is so easy, it is so lucrative and it’sabsolutely fun to be able to integrate this type of marketing into any business.

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Autopilot Advertising That Delivers Big Money:Voice BroadcastingSession Four

This session talks about something called Voice Broadcasting. Imagine reaching more currentand prospective clients in one hour with one phone call than you could contact in one year withthe telephone glued to your ear.

It’s very similar in a lot of ways to a Free Recorded Message. Instead of people calling a FreeRecorded Message, you take the recorded message and you go out to them. You push it out tothem.

This is very easy. You record a message, you create a broadcast list (people who you’re going toactually send the message to), and then you schedule that broadcast message to go out.

There are services that actually do this and it’s very inexpensive.

However, it’s very important to make a distinction between Voice Broadcasting and auto dialers.Auto dialers are where there’s a computer that actually automatically calls people and sends outa message. These are the kinds of calls you get during dinnertime! This program is not suggest-ing that you use anything in any way that’s intrusive, or that people are going to be offended orannoyed by. If you do this the way that it is taught in this program, this is not only an effectivemeans of marketing but it’s also the most ethical. When you drive someone to a recorded mes-sage or you give them information, you’re never putting anyone in a situation where they’refeeling manipulated or they’re feeling like someone’s talking them into something and theycan’t escape. That’s the great thing about using this. If people don’t want to hear you they canhang up.

Voice Broadcasting is not to be used on people with whom you don’t have a relationship or withpeople who are not endorsed. You only want to send out a voice broadcast to people who havealready done business with you in a certain period of time. And you’re going to have to checkwith certain telemarketing laws and certain laws in your area that may affect whether or notyou can even use this type of technique on people who are not existing clients. If someone haspurchased from you or requested information from you currently at the time of this recording,within like an 18 month period, it’s totally fine to actually do the voice broadcast. But laws onthis could change at any time.

The point is, if you stick with just people who have already done business with you, then you’renever going to have to worry about whether you’re using it in the right way or the wrong way.

When you use a voice broadcast message, you record a message and it is automatically sentout to 10 or 10,000 people as a message on their answering machine or their voice mail. If,during the broadcast, the phone is answered by a live person, the voice broadcast will say,“Sorry, wrong number,” and hang up.

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By using this technique, you can say Happy Birthday to your clients. You can use it for certainspecials that are seasonal. You can simply call people and let them know that you have some-thing that you’d like to send out for free or tell them about a new product or service you’d liketo let them try, or let them know you’re having a discount. Or perhaps you’re having a slowseason and you’re going to give them some sort of special offer because you have open spaceavailable or excess inventory or whatever. It’s just a great way to communicate with yourclients.

This is such a massive time saver and you can get a message out to everyone.

Now here’s one thing to keep in mind. A lot of answering machines and voice mail only recordup to a minute. So here’s an opportunity for you to be short. You have to be less than a minutebecause otherwise it might cut you off.

Statistics show that when you send a message in advance that tells customers that you’ll besending some letter with a special offer, it will increase the response significantly because thenpeople are looking for that letter

Three Things You Can SpendThere are only three things that you can spend. You can spend time, you can spend money, oryou can spend energy. Those are the three things that you’ve got to work with in order to buildyour business. So many people waste time, waste money, waste energy doing a lot of manualmarketing, throwing punches that don’t have any impact whatsoever.

Exercise: Wasted TimeWhat marketing strategies have you used that were a waste of time, money, or energy? Forexample, did you spend countless hours stuffing envelopes for a direct-mail campaign? Maybeyou hired a fancy web designer. What things have you tried that were not ELFTM?

Time: .......................................................................................................................................................

Money: ....................................................................................................................................................

Energy: ....................................................................................................................................................

This program gives you strategies and ELFTM concepts that can have an enormous amount ofimpact and allow you to have contact with your clients without having to do it face to face.

It’s important to note that an individual does not need to be computer savvy to take advantageof Voice Broadcasting, Free Recorded Messages, and other technology. The companies that dothis will walk you through it. They are very good teachers and it is easy, it is lucrative, it is fun.

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Exercise: What Can You Use Voice Broadcasting For?

Now it’s time to brainstorm. In the following spaces, identify 20 events, occasions, or reasonsyou might have to use Voice Broadcasting in your particular business.


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The Customer Conversion SystemTM

Session Five

The Customer Conversion SystemTM includes all the things that you can do that are automatic,idiot-proof, and that work extremely well.

People don’t buy from you because they understand what you do;they buy from you because they feel understood.

Education-Based MarketingMost businesses don’t educate people. Education-based marketing will deliver to you a constantstream of prospects who are pre-qualified and predisposed to do business with you. Education-based marketing will sift, sort, and screen the prospects for you and save you an enormousamount of wasted time.

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The Piranha Selling Model is where you start with prospects who generally consider you a cold,annoying pest. Then advertising brings the prospects into the funnel and up the hill, so tospeak. Free Recorded Messages bring them up higher. Sales letters bring them over. Multi-sequenced mailings nudge them along.

Phone calls made to people in this position are the easiest sales to make. You start as a cold,annoying pest, but you end up as a welcomed guest. Don’t push a string up hill. Always pull.Don’t push. Education-based marketing is not only an effective way to generate business, but itwill also save you from wasting a lot of time with people who are not your ideal prospects. Andthat, again, is ELFTM.

With Piranha Marketing systems, you actually start talking to the people after they’ve seen an adand after they’ve called a Free Recorded Message. It educates them, it sifts, sorts, and screensthe tire kickers and the people with whom you wouldn’t want to do business and brings the peo-ple who ideally do fit your prospects that much closer.

With the system prospects can leave a name and contact information on a Free RecordedMessage requesting a Free Report (or Consumer Awareness Guide) from you. Or you can drivethem to a website for more information. Multi-sequenced contacts (mailings or emails) brings aprospect that much closer to becoming a client. Repetition with prospects who are requestinginformation is seen as educating, not as selling.

Now when you or your staff ends up having a conversation with these prospects you've been“educating” they will be much easier to sell because you have already given them valuable infor-mation and you are seen as an “expert” rather than as a “salesman.”

Audits Versus EstimatesMost businesses, especially service ones, offer estimates. To add value to what you do, offer anaudit instead. With an audit, instead of saying, “This is what we will do for you and for whatprice,” you capture information about the client. You ask questions about all kinds of thingsthat will be useful in order to understand the conditions that exist with this person who you’retrying to help.

When you do audits versus an estimate, it completely changes the paradigm of how a consumerwill perceive you. Instead of focusing on price, you are doing something completely differentthan everyone else is doing. You are educating your clients. This allows your clients to under-stand why you charge what you charge, and why that may be more than what your competitorsare charging. You build in value.

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Exercise: Audit ThisIn this exercise you’ll come up with some questions you can ask prospective customers to use inan audit. Remember to “go deep.” You’re not only trying to identify their needs in one particularselling situation, but you are also trying to inform them of something. Don’t make your auditbased on the commodity you are selling, but about the underlying problem you are solving.Here is a sample:

You are a car dealer. You have a lot that sells both new and used vehicles, as well as servicesthem. When a prospective customer comes in, instead of asking what kind of car they are look-ing for, ask deeper questions about their transportation needs. Ask questions like:

How many people are in your family?Do you live far from school or work?How many vacations do you take a year?Do you have young children or teenagers?Where do you keep your car? On the street or in a garage?Do you usually take your car to get serviced, or do you do it yourself?On a scale from 1-10, how well does your current vehicle fit your self-image?

These kinds of questions go deeper and allow you to educate your customer as to what type ofvehicle owner they are.

Now it’s your turn. Come up with five questions for your particular business:

One: .........................................................................................................................................................

Two: .........................................................................................................................................................

Three: ......................................................................................................................................................

Four: ........................................................................................................................................................

Five: ........................................................................................................................................................

A lot of services are just the commodities. If you want to be out of the commodity business andnot sell yourself based on price, you need to establish and position yourself so people know thedifferences between you and everyone else because if everything appears equal, they’re going tomake a decision based on price. An audit allows you to communicate and present yourself in away in which people absolutely see the difference between you and the competition. Sometimesyou may be identical to your competition. Sometimes your competition may even be better thanyou are. However, if they’re not communicating that to prospects and clients, they’re not goingto get the business.

Your job is to communicate this effectiveness and to wow them. Once you start using thesemarketing strategies you will notice your average sale going up. It will immediately increase theconversion rate of what you are doing; it will immediately increase the perceived value of whatyou are offering. That’s what you want to accomplish by having these automatic idiot-proofcustomer closing systems. Make it so darn easy for people to see the value that you deliver thatthey automatically want to do business with you.

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PresentationsLet’s talk next about presentation sales books or Power Point presentations via websites. Thesetypes of things are critically important. After all, a picture is worth a thousand words.

When you do Power Point presentations you don’t have to rely on a really sharp salesperson todo all the education because you can automate it, just like you can automate a Free RecordedMessage line. You can put that on a website. You can actually drive potential customers to awebsite and have them watch a five or ten minute presentation or a video about your servicesso that by the time you show up a lot of the selling’s already been accomplished. Even thoughthe customer may already want one particular service, you can use a presentation to get theminterested in buying other things you have to offer. It works fantastically well.

If you don’t want to get computer savvy, which you don’t need to, you can do all this through asales book. A sales book is a three-ring binder containing photos, certificates, or anything thatbuilds value for what it is that you do. The sales book is then utilized in your presentation.

Free OffersThe worst offer that a businessperson can make is no offer at all. The second worst offer that abusinessperson can make is price. A lot of businesspeople don’t have a marketing message andthey rely on what they think is the biggest determination in selling something: price.

Whenever you give something away for free it creates reciprocity. People want to do businesswith you and buy additional things from you. To get ideas, look for opportunities outside ofyour industry to borrow from.

If you’re going to give me a free room of carpet, if you’re going to offer me free hair replace-ment, if you’re going to offer me a free financial audit or whatever, it lowers the barrier to thepoint where I can come in and take advantage of that. That’s what separates you from every-body else doing business in your category.

You give things away to people who are interested and you let them try your services, and asyou’re doing it you also need to build in value. It’s not just “give something away for free and allof the sudden people are going to start paying you money.” It’s your job to actually build thevalue in their minds and educate them as to why you’re giving it for free. The best way to dothat is to just be totally honest.

The bottom line is that if you like the level of service that I do, the product that I offer, you’regoing to buy more. If I don’t build that value, if I do lousy work, or don’t have good products,I’m going to be out of business very quickly because I’m giving away a bunch of inventory thatno one’s going to want additional services for.

No matter what your service is, there are parts of itthat you can give away for free.

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The best way to sell is don’t sell. You go in there and you do a wonderful performance. You edu-cate them, you wow them. If you wow the client they naturally want more. And if you under-stand what that client is actually worth to you, it totally makes sense.

We live in a capitalistic society. The fact is unless supply and demand is on your side, businessis not going to fall out of thin air. You’re going to have to pay for these clients and these cus-tomers somehow. You’re going to have to pay for it with time, money, or energy. Let’s say you’rerunning a particular ad and it costs you $300 to put out a coupon mailer. If you don’t make atleast $300 worth of sales, then you just paid $300 for nothing.

Now some people will go out and spend $1,000 a month on a yellow pages ad and many ofthem will not think twice about whether or not that investment is paying off for them. Thesesame people may say “I'm not going to give ANYTHING away for free” yet they are throwingaway money every month with ads that may not be bringing them any business at all. Everybusiness has to “buy” a client somehow, whether it is through an ad or by providing some serv-ice or product for free to get them to learn more about you. You might as well do it using a“free” strategy that eliminates all risk of them doing business with you.

If you’re really as good as you say you are, put your butt on the line and offer some of the serv-ices for free and couple it in with educating them about why they should do business with youand get more. If you do that right you’re not going to be giving away anything for free becausethey will be responding to the value you have shared with them by trusting you and buyingfrom you.

Exercise: Give It AwayIn this exercise, brainstorm some ideas of services that you can give away for free that wouldcreate an educational “experience” that will lead to a larger sale.______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

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The Customer Conversion System (Continued)Session Six

The Complete Money-Back GuaranteeIf you have a guarantee but don’t promote it, you’ve got the liability of a guarantee but no valueout of it. Competency begins with guaranteeing your work or product. Some industries placecertain restrictions on what you can guarantee … but if you do not have those restrictions youneed to stand behind what you do by offering a guarantee.

Guarantees are powerful persuaders and a strong statement to your market. When an individ-ual sees that you are assuming the risk, that you are not asking them to assume it, this is whatsome call “risk reversal.” It removes obstacles for them to do business with you when theyknow if anything goes wrong they will get their money back.”

If you actually had a client who purchased something from you and they were dissatisfied forsome reason, would you give them their money back? If you really felt that you didn’t deliver aswell as you could, would you have given their money back?

Most business owners would absolutely give the money back. So, most business owners have aguarantee, even if it isn’t explicit. You have the liability of the guarantee but you’re not gettingany value out of it because you’re not advertising it and promoting it.

Don’t just advertise a guarantee because it’s an effective way to takeaway risk…do it because that’s the right thing to do.

Competency starts with guaranteeing your work. Why would you want to sell something thatyou can’t guarantee?

You want to be interested in relationships, not transactions. You’re interested in people doingbusiness with you over and over again. You’re interested in delivering value to your clients. Ifyou make it easy, lucrative, and fun for people to do business with you, then it becomes ELFTM

for you.

The amount of business you generate because of a powerful guarantee will far outweigh thenumber of people who will try to take advantage of you.

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Do’s and Don’ts of the Guarantee

DoTest different variations of your guarantee.Test how you communicate it.

Don’tPut a lot of conditions on your guarantee.Don’t guarantee things that just don’t make any sense to guarantee.

There are times in your business when you don’t want to offer particular guarantees, however,it’s rarely in the beginning of the relationship. When people don’t have any idea of what it is youdo and how much better you are than the competition, acquiring them as a client is cruciallyimportant.

The most expensive cost that you’re going to have when it comes to generating business is thatfirst acquisition of a client. In many cases you’ll spend more money on advertising and trying tosell them than by using a very risk-free way of them to do business with you. It will cost youless if you give away some of your products or services for free as a trial.

Exercise: Like It or It’s FreeIn this exercise, you’re going to develop and test out your Money-Back Guarantee.

My Money-Back Guarantee:________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Now, test it out! For the next ten prospective customers, tell them, “If you’re unhappy with it forwhatever reason we’ll give you your money back.” Just try that and see if your conversions don’tgo up; see if it doesn’t make it a lot easier for them to do business with you.

Some people will ask for their money back, even if you provided excellent service. Some peopleare just like that. But the new business you’ll generate will far outweigh any money that youhave to give back.

Just test it. If you need to tweak the guarantee or if you need to try different variations, that’sfine. The point is to remove the hurdles and you’ll get a lot more people wanting to do businesswith you. It allows you to get more of that value that you offer to the world out there, and that’show it becomes a win/win situation for everybody.

When all else is the same, he who has the strongest guarantee wins.

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The Happy Client ExperienceTM

Session Seven

The Happy Client ExperienceTM is a process of creating clients out of customers. What does itmean to create clients out of customers? The term customer implies somebody who buys some-thing from you, whereas the term client implies somebody with whom you have a relationship.

There are two types of ways that you can run a business. You can either be in the transactionbusiness where you just sell things to people, or you can be in the relationship business whereyou actually develop an ongoing, nurtured relationship that leads to additional sales and refer-rals.

How do you actually create a Happy Client ExperienceTM that leads to more purchases andreferrals?

The Happy Client ExperienceTM

In a general review of consumer reaction to businesses, 15% of them got less than they expectedfrom their experience; 80% got exactly what they expected; and only 5% got more than theyexpected. The key to success in any business is to deliver more than your clients expect fromcompanies in your industry - to set yourself completely apart from all of your competition.

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When it comes to delivering a service or a product, what you’re really doing is you’re managingexpectations of your particular clients. There are three types of experiences they can have withyou. They can either be unhappy, they can be satisfied, or they can be loyal.

So you have to manage clients’ expectations. You’re never going to get any additional sales fromsomeone (nor any referrals) if what you delivered to the client was either exactly what theyexpected or less than what they expected. If you want to get additional business and referrals,then you need to make sure that when someone’s done doing business with you they have asmile on their face. They actually believe and feel that they got more than they expected to get.

You can’t 100% control loyalty. What you can control is your frequency of contact and commu-nication with the client. Sometimes people are loyal to whatever product or service happens tobe available to them right there at the time that they actually need it.

Exercise: The “Wow” FactorIn this exercise, you’re going to brainstorm some ways you can “wow” your clients. What aresome things you can do so that your client feels that he or she got more than they expected?Would a thank-you note or a follow-up call do it? Write your ideas here.________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

All of these are little things you can do that cost very little but have such a big impact. It’s amaz-ing how a little contact, a little email, a little telephone call, a little letter will make a world ofdifference in terms of turning a client into a raving fan.

Whenever you can create that type of experience you can guarantee that they’ll probably dobusiness with you again and that they will tell other people about you. If you’re not gettingreferrals, if you’re not having a lot of repeat business, then sometimes it’s not the marketing,sometimes it’s the delivery of the service. So if you combine marketing along with the deliveryof the service and “wow” the client, you really create a Happy Client ExperienceTM. The synergis-tic value of good marketing and good experiences with your clients just makes you that muchmore powerful.

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What to Do with ComplaintsIf you do have a situation where a customer or a client complains, think about it this way: if acustomer or client takes the time to complain, then that customer thinks you are capable ofdoing something about it.

If you have ever had an experience where you’ve done business with a company and you werenot happy with the level of service that was provided, and you didn’t ask for your money backor you didn’t ask them to redo something, or you didn’t ask to have something exchanged, inmost cases it’s because you felt the service or the product was so poor, or the company was sodisinterested in doing something about it, that you felt it was useless to waste any of your timebecause you knew nothing was going to happen anyway.

So when someone actually takes the time to complain about something, don’t look at it asinsulting. It’s a compliment! The person believes you can solve the problem. Reward that beliefby correcting the problem if you’re capable of doing so. Sometimes it’s giving them their moneyback, sometimes it’s doing a replacement, and sometimes it’s just apologizing with a promise todo a better job next time. Look at all of those as lessons.

Soliciting “Complaints”Since so many customers will just walk away if they are dissatisfied, it’s a good idea to followup with your customers to find out if they are satisfied. If they’re dissatisfied in any way, youwant to know about it. Otherwise, they’ll just go away. If you don’t know about their dissatisfac-tion, they will never say anything; they simply will never use your business again. So a simplecall the very next day is critically important. Not only will they be a loyal client for a long time,but they will also tell other people about it. “You know what, I had this company come by andthey performed this service. I wasn’t all that happy but they called the very next day and cameout and took care of it, and now everything’s awesome. I highly recommend this company.”

Sometimes there’s a great testimonial in a problem. You can get a testimonial from a client thatsays, “I wasn’t overly thrilled with the work that was done, but they came right out and theyfixed it. I think that this company is fantastic.”

What to Do with Angry ClientsIf you ever have an angry client, one of the best things to do to make them not angry anymoreis to give them a gift. Sometimes a gift is just listening to them. Sometimes it’s redoing the job.Sometimes it’s giving them something else to sweeten the deal. Whenever you can reverse anunhappy client, you turn lemons into lemonade.

In all of these cases, you should not look at it as a negative experience, but look at the lesson:how can I correct the problem, how can I always strive to have a Happy Client ExperienceTM?

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Mistakes to AvoidThis section will go over some common mistakes to avoid in order to make sure you have aHappy Client ExperienceTM. You should really think about all of these and how they apply toyour business.

The first mistake is selling what you think your clients want or need. When it comes to sellingand marketing your services, one of the mistakes people make is that they actually think theyknow what their clients want. It doesn’t matter what you think your clients want; the only thingthat matters is what they actually want.

How do you find out what your clients actually want? Ask them! Your clients are some of thebest consultants you could ever have for your business. They aren’t high priced consultants,they’re your own customers. Send them a letter. Ask them, “Why do you do business with us?What is it that you want? What are the frustrations that you have with the business like this?”This way you can make sure that what you are giving them is what they actually want and need.

The second mistake is not having a loyal relationship. If you’re not willing to do the things togo deep in the relationship, then you’re not going to have a loyal relationship with your cus-tomers. And I’m going to talk about that in just a moment.

The third mistake is not giving them more than they expect. Find out what the expectationlevel is. What is the bare minimum you need to do to meet your customers’ expectations sothey’re satisfied? Once you find that out, make sure that you do what is necessary to exceed it.Sometimes that means you raise your prices in order to deliver the type of service that will meetthat expectation. If you’re not charging enough money for your services to allow you to deliver aHappy Client ExperienceTM, then you need to raise your prices.

The fourth mistake is that the perceived value of your product or service is too low. Eitheryour product isn’t really valuable and your customers know it, or your product really is valu-able, but you’re not presenting it properly through your marketing, promotions, education, FreeRecorded Messages, or your audits. If the perceived value is too low it doesn’t matter if youhave a great valuable product; if the perception isn’t there, that’s the only thing—that’s theirreality.

The fifth mistake is not giving your customers an awesome experience. Sometimes it’s some-thing as simple as a carpet cleaning company wearing surgical booties. This could completelyalter the perception of the client. Sometimes it’s a really nice thank you after the job, or anythank you whatsoever. How many times do we buy something, do business with anyone, and wedon’t even receive a thank you?

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Going Shallow versus Going DeepThe next section is about going shallow and going deep in a client relationship.

Level one is the customer, that’s a transaction. What happens at that stage, you can still incorpo-rate some of the things we’ve talked about, you just aren’t doing them really deep, you’re notdoing all the follow ups.

You can add chains to the activities that you’re doing that could really allow you to go deep. Forinstance, at level one you can use lead-generation ads, you can use a Free Recorded Messageand even use guides, which are explained in a later session. You can be a one-stop shop. Youconvert a process into a customer, but you don’t do any follow up to bring any business fromthat person again. There isn’t a newsletter that’s sent out; there are no thank you’s that are sentout. That is level one.

Now if you want to go deeper into developing a loyal relationship and take you to a relationshipstage that we refer to as client, that’s when you’ll start utilizing client newsletters through themail and through email. You’ll have reminder cards if your business is anything where youremind people to come back and do business with you. You’ll make special offers to people whohave done business with you. This will generate repeat business. Through your client newsletteryou generate more business from this client each year, just merely by staying in contact. Somany companies do business with someone and then leave it up to them.

Level three is making your customer a champion. That is when you have a deep relationshipwith a client, when you start having client appreciation programs and ongoing maintenanceprograms so you’re no longer selling one-time sales, you’re actually selling a continuityrelationship.

When you develop that, you have maximum lifetime value (MLV). You do this through personal-ized marketing techniques. When you create a relationship with the client it will generate con-sistent business. If you have a referral reward system in place this will flood your company withnew clients on an ongoing basis. That’s where your company’s gold mine is and that’s how toreally maximize a Happy Client ExperienceTM.

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Exercise: Go DeepWhat are several things that you can do to deepen your relationship with your existingcustomers?

Level One: The Transaction________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Level Two: Convert a Process into a Customer________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Level Three: Create a Champion________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

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The Champion CreatorTMSession Eight

The trademark process we’re going to share with you in this session is the Champion CreatorTM.What you’re going to learn is how to create champions who refer your business like crazy.Champions are your unpaid sales force; they absolutely help guarantee your success.

In discussing champions there are three different areas. You need to get champions to createtestimonials, give repeat business, and generate referrals, with an emphasis on referrals.

The more champions you have, the more ELFTM your business is. Show up on time, do what yousay you were going to do, finish what you start, say please and thank you. In terms of testimoni-al requests and even referral requests, the best way to get them is to simply ask for them.

When you ask your clients to refer others to you, when you ask your clients to give you a testi-monial, or when you ask your clients to engage in repeat business, it’s amazing how when ask-ing for something you can get it.

The riches are in mining your own client base. If you can nurture your clientele to createChampions, the effect on your business growth and success will be astronomical. Championsare your unpaid salesforce!

By the way, the best time to ask for a referral or testimonial is right when your client has toldyou how happy they are with your work. They become a client. The best time to get a referral,the best time to get a testimonial, is right when they’ve purchased from you, right when they tellyou how great a job you’ve done. Right when they tell you how wonderful your product or serv-ice is. There’s a lot of reciprocity. So when you actually do a great job for them, they thank youand that is the time to ask—ask them for referrals, ask them for testimonials, ask them forrepeat business.

The gold is in your existing clients.

You will have a better chance of getting a referral or getting a testimonial right after performinga service where the client is totally happy. That’s when they have that euphoric gas in their headthat says, “I love this, I’m at the highest level of satisfaction.” That is the time to actually cap-ture the feeling in the form of a testimonial and ask them to give you referrals. You don’t leaveit up to chance. You actually structure and systemize this.

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By Referral Only BusinessesMany successful companies in a variety of industries have people who actually run a “by refer-ral only” type of business. There are three systems to create a “by referral only business.” Theyare: referral generation, referral reward, and thank-you systems.

Referral Generation/TrackingAnother important idea is to have a form called a referral tracking form that you give or send toyour clients at the end of your service. The form contains the following information:

• Client’s name.• Where he/she heard about you (previous client, friend, yellow pages ad, etc.).• A short note thanking the client for choosing you, and telling them that you hope they arethrilled with the service.

• The phone number to call if they are not thrilled.• Another short paragraph stating that if you are thrilled with the service, would you please jotdown five or six friends who would love our services too.

• Explain your client reward system.• Remind the client of the value that they got from you (free audit, etc.) and explain that thereferral will get the same value.

This form is a single piece of paper that doesn’t even need to be used by the business owner. Itcan be given out to the technician and is applicable to any service business; it’s applicable toretail businesses. You can use a system like this anywhere that you deliver a service or a prod-uct to someone and they are happy.

Referral Reward SystemsA referral reward system is one where you reward someone for giving you a referral that turnsinto a customer. What’s great about it is that you don’t have to give away cash; you could giveaway movie theater tickets or gift certificates to restaurants. There are all kinds of ways toreward people. The point is that you’re instilling refer-ability habits in your clients wheneveryou get them referring you, then you immediately reward them by saying thank you. It worksvery well.

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Exercise: Develop Your Referral Reward System

In this exercise, you’ll brainstorm some ways to reward clients for referring to you. Get creative!________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

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Thank You SystemsThe final step is a Thank You System. Make sure you have a system in place for thanking yourclients. This simple added step makes a big difference.

After you do these things, you’ve systemized the process of generating referrals. It starts withasking, wowing your clients, getting referrals, and then following up with the referrals that theygive you.

Being Referral-WorthyCompany owners need to ask themselves, “Do I have a business that is worthy of receivingreferrals?” Now this is an important question. Would you refer your own company? The waythat you provide products and services, the way that your staff handles clients, the way that thephones are answered, the way that service is delivered, do you have a business that is worthy ofreceiving referrals?

Now if you can honestly answer that yes, fantastic. But if not, you need to fix it and you need toexamine just how good your service or your products are. Do you constantly wow your clients,or is your service just kind of okay? And if your service is just okay, implement the things thatyou need to implement to make sure that you actually wow people, because it’s not goodenough to just be okay. Going back to the Happy Client ExperienceTM, if the deliverable is givingpeople less than what they expected or exactly what they expected so they’re simply satisfied,that’s not good enough. When you can actually deliver a Happy Client ExperienceTM to people,that’s when you start asking for referrals.

It’s not good enough to just be okay.

In terms of getting referrals, you’ve got to first earn the right to get the referrals or to even ask.If you do a poor job, or your clients are not satisfied, you have not earned your way into askingfor a referral. So you first need to earn, then you need to ask, and then reward.

Behavior that is rewarded is often repeated. If you actually reward an individual for giving youa referral, they’re likely to give you more. And individuals who are referred to your business,new clients, they figure that’s how you get your new clients. So they become some of your bestreferrers as well.

Why Referred Clients Are the Best ClientsThe bottom line is that referred clients are better clients. They cost less to acquire and this isvery important. Anything that you can do to get your cost per client down is great. Referredclients cost practically nothing compared to other means of generating business. They are alsomuch less price resistant. Because someone they trust referred them, they really want your serv-ice; they’re less price resistant.

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Referred clients are also more likely to refer you to someone since someone else referred them.They are also less likely to complain and are easier to please. Even if something does go wrong,referred clients are typically more understanding. On the whole they're just a much better clientto deal with, and much more profitable to you as well..

Following UpYou’re going to want to have a follow-up script when you talk to these people. It really shouldbe nothing more than reiterating that someone referred them, and then making an offer ofsome sort: an audit, a free offer, or simply just to send them information in the mail. What isimportant is that you make that contact. You have to follow up with people that are referred toyou if want that to turn into business.

You can also put people on a client newsletter list. This is covered more in a later session. Ifsomeone is not ready to do business with you right at that particular moment, you do want tomake sure you put them on your mailing list so when they are interested then they will do busi-ness with you at a future time.

Increasing the Effectiveness of Your Referral SystemThere are several ways to increase the effectiveness of your referral system once you have one inplace. The first thing you need to do is ask the right person for the referral. You need to makesure that you ask a person with decision making power, or who has a sphere of influence overothers, to you give you a referral.

The second way is you need to ask for referrals at the right time. After you’ve had a successfulpresentation, ask your prospect to complete a referral form and thank them for each and everyreferral. If they are a client who has just purchased something from you, and they’re happy, thatis the time to ask for the referral.

The third way is to educate the client as to why they should give you referrals. If you have areferral reward program you need to explain to them that there is a benefit to them.

The fourth way is once you’ve got that referral you need to follow up on the newly referredprospects.

The fifth way is to thank and again reward those who refer you. If they refer you and you dohave a referral reward program, don’t forget to say thank you. Don’t forget to immediately sendthem their gift or whatever form of acknowledgement. You want to acknowledge and rewardthe behavior that you want more of.

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Five Reasons Why Your Efforts Might Be FailingThe first is you’re not talking to the right people. The second is you’re not asking for referrals atthe right time. Maybe they would give you a referral but your timing is off. Third is you’re noteducating people as to why they should give you referrals or why they should refer business toyou. And if they don’t understand why or don’t see a benefit to it, it’s not going to happen. Thefourth is failing to follow up on prospects who have been referred. You can get a lot of namesand a lot of referrals, but if you don’t follow up with them it’s not going to be effective. Fifth,you fail to thank the client who does the referring.

If you do these things, they can be some of the quickest, fastest ways to double your business.Some companies double and triple their business simply by implementing a referral system intotheir business with their already existing clients. When they no longer look at every service thatthey provide, every product that they sell, as a transaction and look instead at relationships,business increases. Your best unpaid sales force is your existing clients. And when they referyou and you give them personal thanks, or a gift, or acknowledge them in your newsletter, youwill begin to see the amazing synergistic multiplying effect that these small, simple steps haveon creating tremendous company success.

Exercise: Ask for ReferralsNow that you have a strong referral program, it’s time to launch it. Write down the names ofyour existing clients who you can ask for referrals.________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Let them know that you’ve developed a referral reward program and explain what it is. Then, ofcourse, thank them in advance for their participation.

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The No-Maintenance Money MachineTM:Consumer Awareness GuidesSession Nine

This session covers the trademarked process called the No-Maintenance Money MachineTM—Consumer Awareness Guides. What is the difference between a consumer awareness guide anda brochure?

There are many companies that offer a brochure. You go to the yellow pages and in anyparticular classification the ads generally will tell people to call for a free brochure. They alllook alike. What this session talks about is a consumer awareness guide. If someone actuallyhas in their ad to call for a free Consumer Awareness Guide, it differentiates them from every-body else.

The mere name A Consumer’s Guide to _______ is different. It speaks to consumers. And insteadof it sounding sales-like, it tells prospective clients something educational—you’re giving theminformation.

Why Brochures Don’t WorkThe first thing is that they immediately yell out THIS IS A SALES MESSAGE. When someonethinks you’re trying to sell them something they’re much less receptive. Even if you have exactlywhat a prospect needs, if they think you’re a salesperson it will be difficult to get through tothem. A brochure is immediately recognized as a sales message. It’s fancy, but it’s boring.

Also with brochures you can’t cheaply and easily change your messages. Fancy four-colorbrochures are usually very expensive. And normally you have to get at least 1,000 or so printedat once in order to even get a good cost. But then you have your money tied up in inventory.

Things can change quickly in business. With a Consumer Guide, you can make those changeseasily. Maybe you decide to offer a new service or discontinue a particular service. Or say youhave a company brochure and you’ve got your whole staff listed on it. Then you decide to letsomeone go, and now you have a warehouse full with 10,000 brochures that are pretty obsolete.You can’t change them easily without losing a lot of information.

Instead, have a printed device that you can easily change and that you can print in small quanti-ties so that you don’t tie up a lot of money. Then you can redo it and update it whenever youneed to. So that’s one benefit.

Another disadvantage of brochures is that you can’t cheaply test them. Remember, you shouldalways test, test, test everything that you do because then you know if it works or not. That’s thegreat thing about this type of marketing—everything can be tested without spending a lot ofmoney. If you just go out and spend money on brochures you have to get a lot printed at onceand then if it doesn’t work you’ve wasted a lot of money. If your letter or your consumer guidedidn’t work as well as you like you can easily improve it. There’s no waste.

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Consumers Guides and letters and Free Reports always get a better response. The reason is thatthey look and feel personal. People think of Consumer Guides as personal and brochures assales. They think of Consumer Guides as educational and brochures just giving a little bit ofinformation about the company but really trying to sell them something.

Exercise: Create Your Consumer Awareness GuideThe following pages are a Consumer Guide Generator Worksheet. As you complete each stepyou’ll be able to quickly and easily create the content for your Consumer Guide or your FreeReport.

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When somebody reads your Consumer Awareness Guide it literally, in a matter of seconds,plants a seed in the prospective customer’s mind that they never even would have thought of.

Now when you use this type of guide, no matter what type of business you’re in, you createimmediate rapport. Regardless of whether people choose to do business with you or not, whatyou’ve done is a service for them. In your guide you’ve given them the information that theyneed to make an informed, intelligent decision.

Someone who reads your guide or listens to this same information on a Consumer AwarenessMessage is more likely to do business with you than your competitor. Once you have a ConsumerGuide, it can become your script for your Free Recorded Message or vice versa. You’re actuallyhelping consumers, and you’re doing it in a very nonthreatening, very ethical way.

Because you’re the one who is sharing this information with the consumer, they look to you asthe authority. They look to you as the one to trust because you are probably the first companythat has ever educated them about how to purchase your product or service. That’s why this issuch a powerful concept.

Sequential MailingWe mail out letters, we mail out Consumer Awareness Guides, and we send out Free Reports.But when we don’t mail a second and third letter, we’re literally leaving half of our profitsbehind. Half the business comes after sending a second and third letter. You’re just walkingaway from the business if you don’t follow up.

If you’ve done something successful, meaning you sent out a letter, a Consumer Guide, or anysort of promotion, and you actually brought in business, then you want to repeat it to everyonewho did not respond to that particular offer. If you sent something out and it didn’t work, thenthat’s an indication that you need to change the message or you need to change the media.

Many people make one attempt at something and if it doesn’t work, they give up and say, “Well,I tried that and it didn’t work.” The fact is, if someone has succeeded with it, then you can too.If you didn’t do it exactly like the other person who’s having success with it is doing it, then youdidn’t try it. You tried it your way. There’s a big difference.

Everything described in this program works. To say that yellow pages don’t work or to saydirect mail doesn’t work or sending out a postcard doesn’t work, it’s like saying that planes don’tfly. You know planes fly. Planes fly every day. Until flight was proven to work, there were a lot ofnaysayers saying that flight was impossible.

Conversely, whenever a plane goes down in a crash, there are people who say that flight doesn’twork. Look, there’s one crash. They might say the same thing about a sales letter or an ad. Theyjudge everything on that one event.

When your advertising or promotions that you’ve tried in the past did not work, don’t blame themedia. In most cases it’s the message.

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If you don’t really know what caused it to not work you can only blame the person who wrote thead and decided to run the ad. You just can’t say that direct mail doesn’t work or ConsumerGuides don’t work or sales letters don’t work because if these things didn’t work, you wouldn’treceive them in your mailbox every day. People wouldn’t have telephones. People wouldn’t runradio ads. People wouldn’t run television commercials. Those things obviously work; it’s a matterof you learning how to make it work for you and how to apply it to you.

So, if you’ve ever done any sort of promotion and you’ve had success with it, one of the bestways to guarantee that you will have more success with that promotion is to repeat it.

If you send out a direct-mail letter and it works, mail the same letter again a week or two weekslater to everybody that didn’t respond to it the first time. If it works, mail it again and again.

You only want to repeat things that you’ve had success with.

How to Create a Successful LetterThe headline is very important. Headline: “You’ve won one room of FREE carpet cleaning.”There’s the free offer immediately in the headline.

Dear friend,Your neighbor, Judy, who lives on Elm Street, just had us clean her carpets. Hercomments: “Absolutely stunning. I didn’t know my carpet could look so clean.It’s like new again. Thank you, thank you.”

[And then you say,]

Hi, I’m Joe and this is a typical reaction of my clients. Judy was so delightedthat she wanted to give all her neighbors a free gift. Congratulations, you’vewon. I don’t give free carpet cleaning away to just anybody. I’d be out of busi-ness if I did that. But since you’re a neighbor of Judy I knew you were worth it.

Since I don’t know you yet, I’d like to get to know you by giving you anotherfree gift, a free 15-minute carpet audit. I will come to your home and audityour carpet for free. That’s right, there’s no cost and no obligation of any kind.Here’s exactly what I’ll do.

And then it goes into saying first I’ll cover any problems your carpet has. I’ll calculate the wear-age of your carpet, I’ll determine if your carpet is in good health, with a supporting paragraphexplaining all of it. Then it makes an offer at the end. And this is a letter. It offers a free room ofcarpet cleaning and a free audit. It’s a very powerful offer that works extremely well. Then it’ssent out in a neighborhood. There will be a certain percentage of people who respond. It couldbe anywhere from 2% to 10%, depending on the area.

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Now for everyone who doesn’t respond, two weeks later comes letter number two. It says at thetop: Second Notice, you must claim your prize by the expiration date.

Dear friend,Hi, it’s me, Joe again. About two weeks ago I dropped off a letter to youtelling you that you had won. You’ve won one free room of carpet cleaning.Your neighbor Judy was so kind to convince me to give this to you. You see,she was so amazed at how I made her carpet look like new again that shewanted you to have that same wonderful feeling. I can hardly believe I haven’theard from you. In fact, I’m shocked.

Well, you’ve probably been busy being pulled in 63 different directions atonce. You barely have time to eat, let alone think about your carpet. I know,I feel that way, too. But…your prize expires on [so and so date].

Now that’s letter number two and it continues with pretty much the same stuff that was in thefirst letter. See, you don’t need to write a whole new letter; you just need to add to it. You’regoing to get a certain percentage of prospects who respond to that letter.

If they don’t respond to the first and second notice, then you put out the third notice.

Dear friend,This is Joe, disappointed. I’ve dropped off two letters for you telling you aboutthe prize—you’ve won one free room of carpet cleaning and a free 15-minutecarpet audit. I’m truly sad that I haven’t heard from you. Your carpet needshelp. If you’ll take just 15 minutes of your time, your carpet will be forevergrateful and it won’t cost you a cent. And then you have until the date, whichis the expiration date to claim your one free room of carpet cleaning and get afree 15-minute carpet audit. [And then it goes over the same offer again.]

The whole concept of using multi-sequence mailings will make any of your promotions success-ful, and you don’t just have to apply it to direct mail. It could apply to postcards or emails orfaxes.

This is a marketing secret that will make you a lot of money if you use it. The great thing aboutit is it’s ELFTM because you don’t have to change the message all that much. Minor tweaking isall you need and you can use it over and over and over again. You can go into multi-sequencesas many times as you want ... as long as it's still generating you a profitable response.

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Exercise: Write Your Sales LettersIn this exercise, you’ll practice writing three sales letters. You’ll create a compelling headline(that captures your free offer). In the body of your letter, make sure that you describe your freeaudit, and include a testimonial. If you don't have one, refer to Session Thirteen to create a sys-tem of gathering these.


Body of letter #1:________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Now, create letter #2. Remember to keep the main components the same (the headline, freeoffer, audit, etc.). Just change the text to reflect that the prospect hasn’t taken you up on youroffer yet.


Body of letter #2:________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

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Finally, create letter #3, using the same technique you used in the previous two letters.


Body of letter #3:________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

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The Margin MagnifierTMSession Ten

There are four M’s that you need in business: Management, Marketing, Margins, and Model.The next two sessions talk about margins; meaning you have to be profitable.

A common question most businesspeople have concerns how much they should charge for theirproduct or service. Most people come up with prices by looking at what the competitors arecharging and using that as a baseline. Then, they either charge the same, less, or maybe a littlebit more if they do more service. That’s not a smart way to set price.

You have to be able to price your service in a manner that people are going to want to pay for it.The formula for how much you charge for something is based on your ability to sell it. That’show you come up with what you charge for something. So it only makes sense that the moreyou know about sales and marketing, the more you get skilled in those areas, the more you cancharge for what you sell. It’s as simple as that.

What You’re Selling versus What They Are BuyingThere is a difference between what it is that you’re selling and what it is that the client is actual-ly buying. The difference is their perception. These sessions will give you some philosophies onhow to think about pricing and how to charge more and why you should charge more and whyit makes sense. Not just so you can just make more money, but just so you can allow yourself toactually deliver more value.

Most people can increase their prices and not lose any clients. This is the one thing that createsinstant ELFTM for most businesses. There are five ways to differentiate yourself to justify raisingyour prices.

The first difference is product. You might offer a different product than your competitor.

The second is the process. Let’s just use a real simple example of the carpet cleaning industry.That would be a cleaner who would clean a carpet one time versus maintenance cleaning orselling for health versus just selling for appearance. Both of those are completely differentpremises. One will get more money than the other.

The third is personality. You can sell based on your personality. If you think of RichardSimmons, or if you think of just one of our cleaners in the cleaning industry—we have one guywho calls himself the King of Clean. He’s created a personality for himself.

The fourth is service. Think of Fed Ex or of Lexus.

And the fifth is marketing. Marketing is what you utilize in order to offer more perceived valueand to establish why someone should pay this price for this particular product or this particularservice. And the better you sell, the more money you make. And remember, if everybody boughtby price, everybody would drive the cheapest car, they’d wear the cheapest clothes, they’d eat inthe cheapest restaurants, and they’d have the cheapest things.

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Exercise: Be Different

Which of the five ways do you differentiate yourself from your competition? Is it your product,your process, your personality, your service, or your marketing? Give some examples of howyou are different:


Process: ...................................................................................................................................................

Personality: .............................................................................................................................................

Service: ....................................................................................................................................................


Price versus ValuePrice defined mathematically means how much something costs. Value is what you get inrelation to what you pay for. A lot of people in business don’t understand how much their netis. They run their business based on how much they’re grossing and they brag about it as ifthat’s some big deal, when in reality the only thing that really matters when you’re looking atyour financials is how much money you’re putting in the bank. So if you really want to havelongevity in a business and a great lifestyle, you’ve got to make sure that you’re making a netprofit.

People who are paying premium prices have a different set of expectations. Remember when wetalked about the Happy Client ExperienceTM? People have expectations. And people are going tobe either unhappy, they’re going to be satisfied, or they’re going to be happy with a smile ontheir face. If you want to charge premium prices you have to realize that you’re going to bedealing with a different set of expectations.

Nobody pays premium prices for delivery problems. Delivery problems are defined as anythingthat has to do with getting your product or service into the hands of your prospect and client.And so if you screw up delivery one time, your client, in many cases, is going to go looking for adifferent source to get that service. If you want a guaranteed way that you can lose sales, thenmess up delivery. Just make sure that something goes wrong between when they buy from youand when they actually get it.

If you want to sell at premium prices then you needto make your delivery problems go away.

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The Surprising SolutionIf you want to clear up those delivery problems then raise your prices. Most delivery problemsare aggravated and created by prices that are too low. When people charge prices that are solow that they can barely make a profit, then they’re forced to not deliver the best quality ofproducts or services as they can.

If you want to sell to high-end clients, if you want to charge the top prices, you need to ramp upyour level of service and the quality of your products. The solution is to charge more money sothat you can make more money so that you can deliver a better product. It sounds simple and itreally is if you look at it from that standpoint, and it’s amazing to me that most businesses justabsolutely don’t understand and get this.

Exercise: Raise Your StandardsIn this exercise, you’ll identify any delivery problems you might be having. Are there times whenyour service or the quality of your product could have been better? When?________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Could raising your prices have prevented these problems?

A lot of business owners are scared to death to raise their prices because they think that if theyraise their prices that they will lose their clients. Study after study has shown that individualsdo not buy based on price. As a matter of fact, price is one of the least important things interms of dealing with an individual or a company. Confidence is very important, as are selectionand convenience.

There are three things that can happen if you raise your prices: sales will go down, sales willstay the same, or your sales will go up.

Yes, sales might go down. But unless you lose more than what your profits would dictate, it onlyseems to make sense that raising your prices in all cases is a very smart thing to do. Raising yourprice a little, and possibly losing a handful of clients, you will still end up with more NET profitin your pockets and a bit more time freed up to spend on serving the clients staying with you.

It’s also possible that your sales will stay the same. If your sales stay the same but you’re charg-ing 10% more, you have just added a tremendous amount of money to your bottom line. Moneythat goes straight into your bank account.

What is most likely to happen if you raise your prices by as little as 10% and don't lose anyclients, is that you will increase your NET profit by as much as 80%. Work the numbers onyour current net profit margin and what a price increase would do to that net profit amount -you will be amazed at what you'll discover when you do this.

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With everything that you are learning and have learned with ELFTM marketing and with PiranhaMarketing, you now have an arsenal of ways to educate clients, build value, guarantee yourservices, a variety of processes and methods and strategies that you can utilize to increase theperceived value and the amount of people who are doing business with you anyway.

Most people have a perception that the more expensive something is, the better it is. The bestoffer is when the perceived value is greater than the price. It’s so much easier to sell at premiumprices, when the value is greater than the price. You need to actually package things and showthings so that it makes it very clear to the prospects and clients that what you are doing greatlyoutweighs the amount of money that you are asking.

How to Build Perceived Value• The Audit• Power Point presentations• Consumer Awareness Guides• Free Recorded Messages• Monthly Client Newsletter• Confirmation Letters• Powerful Guarantees• Utilizing Superior Equipment and Resources

Everything that’s been covered in this program really sets the stage for having a high perceivedvalue versus a low price.

You’ve got to realize that you are not your own client. Some people have clients who actuallyhave a better lifestyle and make more income than they do. One of the challenges in this situa-tion is the businessperson thinks, “I wouldn’t pay that much money for this service, so I certain-ly can’t charge this money for that service.” You’ve got to get that erroneous thinking out ofyour head—especially if you’re selling to people who make more money than you do. Frankly,you always want to be selling things to people who make more money than you do. Why?Because those are the people who can afford your services and those are the ones who will buyit and those are the ones who are interested.

You always want to look for better clients. Ask yourself:• How can I increase this level of perception?• How can I increase this level of service?• How can I increase this level of experience?

It’s the same reason why Starbucks charges more for a cup of coffee than a convenience storecharges for a cup of coffee. They are providing a completely different experience.

All price resistance is in the mind of the seller, not the buyer.

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The Margin Magnifier (Continued)Session Eleven

Price cutting is a self-inflicted wound. Your competitors do not lower your prices; your cus-tomers do not lower them. You do it. You write the bid, you publish the price, and you put it inyour advertisement. If your competitors’ prices are lower than yours, that is their problem, notyours. You’re the one that tells the printer what to print on your price sheets. If you’re nothappy with the price you are charging, then change it. Don’t complain that the clients only wantlow price or that your competitors are forcing you to lower your prices. You’re the one that putthe bait on the hook to catch those fish.

If you want a bigger fish, you’ve got to bait the hook with something that appeals to the kind offish you want.

Exercise: Low Is Not the Way to GoReflect back on a time when you cut your prices to “be competitive.” What happened? Was theexperience ELFTM? Did the client really appreciate the discount, or did he or she feel they “gotwhat they paid for.” Did you enjoy the work?

Describe that here:________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Now think of a time when you may have charged a higher premium than you were used to.What was that experience like?________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

You want you to have the type of client who you enjoy working with, where you can deliver thetype of value you want to deliver, and get paid well for it.

So don’t go after people that you don’t make a profit from. If you want to do charity work, dothat separate from your business. Your business is not a charity, unless you’re in that type ofbusiness. You are working so you can live a certain type of lifestyle that creating value for theworld will allow you to have. If your customer truly needs a low price then you really can’tafford to sell to that person.

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I Can Get It Cheaper Down the StreetSometimes you will hear a prospective client say, “I can get it cheaper somewhere else.”

There are three reasons why they really can’t get it down the street for a cheaper price.

• One: they’re lying about the price. They’re really just negotiating with you. When the onlybasis that the customer has to go off of is price, then of course they’re going to choose thelowest price. Well, once you understand other things that differentiate it, then you can chargea higher price.

• Two: the same stuff isn’t available right now. Maybe they can get it down the road for a lowerprice but it’s going to take three weeks for that stuff to show up. You got it right now. Samestuff isn’t available.

• Three: It isn’t the same stuff.

Another possibility is that they really can get the same stuff down the street, but either theydon’t want to get it there, they better not get it there, or for some reason they can’t even thoughit’s available. That usually has to do with customers that have been such a pain in the buttsomewhere or have not paid their bills or their credit is past due. These are usually people thathave somehow taken advantage of a business owner and as such, the owner is unwilling to sellto them.

So when someone says they can get it down the street for a cheaper price, your response shouldbe to tell the person to go ahead and get it down the street for a cheaper price. You’re in busi-ness to actually provide value and live a lifestyle and make a profit. And if you can’t do that withthem, you’re just not going to sell to them. It’s as simple as that.

Nine Reasons Not to Deal with Price Buyers• One: price buyers they take up all your time. They take up all your sales time. You can spendhours and hours trying to sell somebody and just negotiate and negotiate and negotiate. Theytake up all your sales time.

• Two: they do all the complaining. The people who try to get a cheap price or to get somethingat a discount are the ones who do a majority of the complaining.

• Three: they “forget” to pay you.• Four: they tell your other customers how little they paid you. They brag about it.• Five: they drive off your good customers by talking about what they paid.• Six: they’re not going to buy from you again anyhow because once they find a lower pricethan you they’re going to go somewhere else. If their only loyalty is price, they’re going to buyfrom you once, which is the most expensive cost of acquiring a client, and then they’re goingto go elsewhere.

• Seven: they’ll require you in some cases to invest up to supply their needs and then they’llblackmail you for yet a lower price. Some clients will promise they’re going to purchase allkinds of things from you and if you’re in a service business or a manufacturing business, youcould sometime invest thousands of dollars in the hopes that you’re going to acquire this bigclient that’s going to buy all kinds of stuff. Once you’ve put up all that money, then they justchisel you down on price and pretty soon you’re in a worse position that you were if they

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never would have tried to buy something from you.• Eight: they’ll destroy the credibility of your price and your service in the eyes of your clients.• Nine: they will steal any ideas, information, and knowledge that they can get their hands on.

Those who pay the most are the easiest people in the world to deal with. They will give youreferrals, they’ll give you testimonials, and they will create an ELFTM business. It will be easy,lucrative, and fun if you focus on those who will pay premium prices.

You want to define the type of client whoyou want to have a relationship with.

Exercise: Your Ideal ClientWrite down the qualities of your ideal client. Include things like how much they pay for yourproduct or service, their attitude, and other qualities.


It’s All in the PackagingPackaging your services is great way to increase your average sale and increase your prices. Agreat way to look at this is some businesses sell a la carte versus cafeteria style, where you puteverything together and you charge a higher price versus selling it one at a time. In some casesit makes sense to unbundle some of your services and sell them for a higher price. Other timesit makes more sense to package up a variety of services so you can have a higher sale.

This isn’t volume just for the sake of volume. Volume means more work. It doesn’t necessarilymean more money. So if you’re going to add things together you want to correspondingly alsoincrease the price that you charge for something.

In many circumstances we’re conditioned to ask for two or three different quotes. If I ask you topick from a small, a medium, and a large, what would you go for? Most people would pick themiddle. What you can do is you can move your high price packages to the middle, which makesit more reasonably priced and include a new high price option. This makes the regular option,which was the high priced one in the beginning, look less as the middle option. It makes it lookeasier. Most people will choose the middle option.

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However, there are a certain percentage of individuals in the world who always want the best.They always want to pay the premium regardless of what the premium is. And on top of that,instead of people having the choice of yes or no, you let them choose between you, you, andyou. Give them a variety of different prices, but not too many where it becomes complicated.

There’s a certain level of pride in spending. When people buy something that they think is reallycool, and really exclusive, there’s a certain pride that they feel just by being able to spend thatand being able to be associated with that.

Exercise: Package it UpIn this exercise, you’re going to look at the products and services you offer and see if it makessense to bundle some together. Are there others that are bundled that you could charge more bybreaking apart? Brainstorm those ideas here:


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The Lifetime Value CreatorSession Twelve

The next session is the Lifetime Value Creator. It’s about mining for gold in your existing clientbase.

It is five to six times more expensive to get a new customer than it is to sell to an existing cus-tomer. You will always make more money off a continuous relationship than on a one-time sale.Stop chasing new customers if you’re neglecting your existing customers. That’s where the goldis. You need to nurture your customer base and your business will flourish.

The majority of businesses spend most of their time chasing after new customers and theyneglect the ones that they have all the time. This is like going out on a great date with some-body and at the end of the night when you’re kissing your date on the cheek and saying youhad a wonderful time, you’d like to see them again, but telling them you’ll call in six months,or maybe never call them again. In fact, it’s really up to you to come chase me down.

You would never do that and expect to get another date with somebody, but people do it everyday to their existing clients and customers. Think about all the businesses and people thatyou’ve done business with. Ever had any sort of follow up or contact with you after you did apurchase with them? Usually, you never hear from them at all.

The “I Miss You” LetterIf you’re guilty of this as well, the solution is as simple as sending an “I miss you” letter topeople who you have done business with in the past who you might not have kept in contactwith.

It’s a very simple letter that contains the following elements. It starts off with a headline, givingaway the free offer. Then the body of the letter goes like this:

Dear Judy,

This is Joe, owner of ABC carpet cleaning company. You’ve won one free room,up to 200 square feet of carpet cleaning, absolutely free, no strings attached, noteeny-tiny little print. One free room. A coupon is enclosed for you to redeem. Imiss you. You’ve gotten your carpets cleaned by my company before, but youhaven’t in a while.

I miss you. Don’t you remember how your carpet looked when we cleaned it lasttime? It looked practically brand new, clean, fresh smelling, crisp. It was fantas-tic. I know it’s been quite a while since you’ve gotten your carpet cleaned, or youinsert whatever amount of time. Too long. You know you should but…

This letter works fantastically well in a variety of different businesses. Some businesses havereceived upwards of 30% response just from sending this letter. Meaning, they mail a letter like

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this to 100 of their past clients and 30% respond. The typical is a 5, 10, 12, 14% response rate,which is phenomenal in most cases. This is not cold direct mail. This is going to people whoalready have a relationship with you and with whom you’ve done business. And of course, thepresumption is that they were happy with the service that you provided last time. A lot of theeffectiveness of this particular letter is based on your relationship. If you want to have the high-est possibility of success with any sort of marketing message, then it’s most likely going to be topeople who have done business with you in the past. They already know who you are, and ifyou provided something that they like and they appreciated it and you left them with a HappyClient ExperienceTM, you will see a cash flow surge.

Response rates are irrelevant. The only thing that matters is return on investment.Some people go broke at 10 percent response rate and get rich at a quarter percent responserate. It depends on what they’re selling, how much it cost to do the promotion etc… Look at thereturn on investment.

Also, if you’re in any sort of business where you can actually send a reminder, then do that.There are companies that can program in advance personalized post cards to be sent out yearslater. You can send out birthday cards, or any sort of contact with your existing client.

Exercise: I Miss YouIn this session, you’re going to brainstorm some ways to stay in contact (or re-establish contact)with your existing client base. Use the ideas presented here, but also come up with some cre-ative ones of your own. Don’t worry about whether your idea is feasible at this point, that willcome when you test it. Just have fun coming up with ideas for mining the gold in your clientdatabase.


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Ongoing Maintenance ProgramsAnother way to stay in contact with your clients is through an ongoing maintenance programwhere you actually provide the service on an ongoing basis and you do it through a member-ship or a subscriber service.

This would include anything in your company that you can set up where people will be provid-ed with a product or the service automatically. It’s a great way to increase the average sale of aparticular client. And it’s also a great service for the client, because then they never have toworry about calling you or having to go find that particular type of service. Any way that youcan structure your business to not be a transaction sale, but to be a continuity sale, it can makeyou a lot more money and it can provide a lot more value for your clients.

Client NewslettersClient newsletters are the easiest, most lucrative, and perhaps the most fun tool out of everythingshared with you to this point. It isn’t high tech, you don’t need to build an elaborate website, youdon’t need some expensive technology. It’s literally putting together, in most cases, a four-pagenewsletter, 11 X 17 piece of paper, double sided, folded in half with inserts, and mailing it out ona monthly basis to your existing clients. The way that we recommend you do it, it’ll cost youbetween 75¢ to $1 per piece, depending on the inserts that you include, for printing, postage,mailing, the whole works.

Those who use this make returns that are anywhere from 1:2 (meaning for every $1 they spendon it they bring in $2), to as high as 1:50 returns on the newsletter. This happens consistently,month after month after month. It just makes money and it builds referrals, and it increases thefrequency of when someone does business with you.

Direct-response mail is designed to get your nameout there and get a response back.

When you send out a newsletter it should be filled with “response mechanisms.” These aredrives to websites, drives to Free Recorded Messages, testimonial contests, referral rewards. Youcan actually include the names of some of your best clients who have referred you. You put a24-hour Free Recorded Message to hear about additional services that you provide. You haveeavesdrop lines where you can put a 24-hour recorded message where people can call and listento the actual recorded comments from your clients who have done business with you andutilized your services. There are special offers that are put in there with buy one get one free, ora special introductory of a new product or service that you may be offering. The way that itworks is it deepens the relationship with your existing clients.

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There’s another way to use your newsletter, too. If you network at all, if you have people whoare referring you, if you’re part of a network group, if you are part of any organization whereyou come into contact with people, you can also mail this newsletter to your network.

The Direct Marketing Association has found that 74% of consumer decisions are made by eithersomeone who they know or have done business with in the past or someone who they trust hasrecommended. Which means that roughly 26% of people really are looking in the phone bookfor a new company, or don’t have anyone that they can ask for a recommendation.

Sending out a newsletter is the most affordable and most profitable way to communicate withyour clients. And now if you work the numbers, the return on investment of using a direct-response newsletter is highest of almost all marketing methods.

You can also get other companies to do inserts, or you can feature them in your newsletter, oreven have them sponsor your newsletter. You can actually cover the cost of mailing yournewsletter each month by getting a sponsor for your newsletter. You might even make moneyfrom the sponsorship. It’s almost like selling advertising space.

How Often Should You Send Your Newsletter?In research with hundreds of clients in a variety of different industries who have tried it quar-terly, twice a year, once a year, and monthly, the monthly always outperforms less frequent con-tact. It’s a proven immutable law of sending out client newsletters.

To Whom Does the Newsletter Go?Send it to active clients. Also your sphere of influence—friends and family and so forth. Sendit to particular geographic areas where you’re generating business. New residences are greatones; you can get lists of individuals who have moved into an area. You can send a clientnewsletter to those individuals. They will be needing your services. Also send it to anyone whohas the capacity to send you referrals. Understand it will cost you about $9 a year to send it tothis person 12 times, but they probably only need to do business once to justify that cost. It isan absolute no-brainer—the number-one marketing tool for some of the most successful peo-ple on the planet.

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Exercise: Start Your ListWho in your existing database can you re-establish contact with? Who outside your databasecan you initiate contact with? Write their names here. If you have an old mailing list or contactdatabase, you can mine through there as well.


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The Testimonial Tidal WaveTM

Session Thirteen

This session is about letting others do the selling for you through the power of testimonials.These are systems for requesting, collecting, and leveraging your client testimonials to create aflood of new repeat and referral business.

It’s important to know whether you are legally allowed to use testimonials in your marketing,however. For example, at the time of the recording of this program, registered investment advi-sors cannot use testimonials in their marketing and promotion and in their advertising. Even ifyou are in an industry that doesn’t let you use testimonials, go through this entire sessionbecause there are ways that you can still leverage and benefit from testimonials.

Frankly, the majority of people listening are going to be able to use testimonials all the time.When you hear a testimonial, when you read a testimonial, it moves you to action. It is anincredibly underutilized tool in the world of business.

If you don’t know how to write really compelling copy, if you don’t know how to construct areally powerful message about all the wonderful benefits and services of your particular prod-ucts or services, your clients will write them for you. This is another reason why it’s crucial thatyou deliver a Happy Client ExperienceTM.

One of the best ways to maximize the referrals, maximize the repeat business, maximize theclient satisfaction, and exceed the expectation is through testimonials and asking for them.

Three Reasons Why People Won’t BuyThere are only three reasons why someone might not buy from you. Either they aren’t interest-ed, they can’t afford it, or they don’t believe you. Most businesspeople have had the experiencewhere they have offered their products or service to someone who either lived in a really nicehome, drove a really nice car, or had every appearance of being able to afford what it is theywere selling, and in many cases they absolutely knew this person could afford what it is theywere selling. But when they were selling them, the person said, “I can’t afford it.” What thisreally means is they don’t believe that your product or service is worth what they’re going to getback in return. It’s simply that they don’t believe you. They don’t trust that when they buy some-thing from you, they’re going to get something in return worth the money that they put up forit. This is why it is so vitally important in marketing to have testimonials. When somebody sayssomething about you, it immediately raises you in the minds, in the eyes, of prospects every-where.

It’s not “will it work or not,” but “will it work or not for me.”

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Believability happens once you can show similar people using your product or service. It’s notabout credibility, it’s about believability. For example, look at all the junk food that is sold. Lookat all of the alcohol and cigarettes and all of these things, because people believe if they makethese associations with things that are clearly bad for them that they’re somehow going to havea great time while they’re participating in this. That’s believability. People see others who aresimilar to them (or who they would like to be similar to) engaging in these behaviors and appar-ently having fun, and they believe that they will have fun too. It’s not factually correct, which iscredible, but it’s believable.

When an individual requests information, consider the strength of this: instead of sending out acolor brochure just like everybody else does, you send out a stack of testimonials talking abouthow your particular company is doing a great job. That is overwhelming proof; it is a prepon-derance of proof that is absolutely powerful. Don’t just settle for one or two. Get as many as youcan! You can never have too many testimonials.

If you are in an industry where you cannot use testimonials in your marketing and promotion,there still is a huge benefit to using testimonials and capturing them. The reason that you wantto capture the testimonials is because it will give you enormous insight as to what it is that yourclients like about you. When people write you comments and say, “I like you. You did X for me.This is the result I got out of doing business with you,” it gives you an enormous amount ofclarity about what your service is providing for people, and you’re seeing it and understandingit through the eyes of your client, not through your own eyes.

Then you’re able to put that comment not in their words but you can write about it in yourletters, and in your Consumer Awareness Guides. It’s really beneficial to hear the positive feed-back from your clients, not only because it will give you clarity on your business but it will alsogive you enormous confidence. It’s very beneficial for your staff and for your support team toread the comments that other people say about you because that gives your entire company alevel of confidence and it helps build a stronger culture when people see that other people reallyappreciate the value that you create for them.

Not only is a testimonial valuable to you, but it is also valuable to the person who wrote it. Bywriting the testimonial, it is more likely that they will continue to buy from you because theyhave put it in writing that they like your service or product. People want to be consistent, andso they will likely continue to be your client.

What others say about you is infinitely more believablethan what you say about yourself.

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How Do You Get Testimonials?Testimonials come in many forms. Included here is a testimonial questionnaire that will helpyou gather the right kinds of testimonials.

Now the important key is will the question that you ask get the answer that you’re looking for?If you want people to say favorable things, you need to structure the question to them in a waythat gets the answer that you’re looking for. The testimonial form contains useful, simple ques-tions that will generate very positive comments from your clientele.


Name: .....................................................................................................................................................

Address: ..................................................................................................................................................

City, State, Zip: ......................................................................................................................................


How many times have you used our services? ....................................................................................

What is your overall feeling about our company? ..............................................................................

Describe in detail a specific experience with us that you were happy with:





Describe the one or two benefits that you have gotten from us that you value the most.Explain specifically what you’ve gotten out of them:






Thank you very much. We really appreciate your honest answers.

____ I do NOT mind if you use my name in any of your promotional material(s).


Date .........................................................................................................................................................

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Video TestimonialsVideos are compelling, testimonials are compelling, the before and after is compelling. Seeingpeople get results is compelling. You can combine them and get really powerful results.

How to Utilize TestimonialsOne way to use testimonial letters is to actually take the comments from your happy clients, putthem in the form of a letter, and send that out in your marketing. That becomes one of yourpromotions.

Another way to utilize testimonials is eavesdrop lines where people call and listen to the actualcomments of people who have done business with you. You can collect voice testimonials bysetting up a 24-hour recorded message line and have your clients call in and leave messagesright on the message line. And then once you’ve captured the message, you just put it right ontothe Free Recorded Message. Very simple to do, very powerful.

Keep a digital camera with you if you’re in an environment where you can actually go out andtake pictures of your happy clients that you can use in your materials.

You can put together a book of testimonials. This can be something as simple as a three-ringnotebook or a nice leather-bound one. It doesn’t really matter, as long as you have one. Thenyou can take this testimonial book to every job, every audit, and every presentation that youperform. You should also have these testimonials in a Power Point presentation. You can put itup on your website. You can email it to people and encourage your prospects to look through itif you’re in person, look through it. This will dramatically increase your conversion rate ofprospects into clients.

Share it with your existing clients, too. Every time that you do business with an existing client,it will just reinforce their belief that they’re using a great company. For instance, you can takepictures of all your clients and put them on a wall in your office. When clients see this, it justreinforces your company as one that they’d like to do business with.

You can use direct mail. This can include testimonials in letters, postcards, newsletter columns,inserts; you can use it again in email, which can be a sequential drip system to prospects orreferral sources. Say for instance you have a prospect. One great thing to do, you can either doit through postcards, you can do it through letters, you can do it through email, you can justdrip on them constantly, just reinforcing. Here’s what someone like you has to say. Here’s whatsomeone like you has to say. It’s very inexpensive and a very powerful drip system of testimoni-als really helps close a lot of sales that otherwise would never have happened.

You can use photo testimonials—custom postcards and website photos. There are serviceswhere you can upload actual photographs to a company that prints postcards and mails themout for you. You don’t even have to touch them. You can schedule the mailing of these inadvance and use them for prospecting.

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You can even voice broadcast testimonials. You can take excerpts from your eavesdrop line,which is your Free Recorded Message testimonial line, and you can actually send that out toyour clients. Audio testimonials. You can create CD’s. You can create tapes, you can put it on awebsite. You can put it in Power Point presentations where people can actually hear and seevisual testimonial messages.

You also want to target market-specific campaigns. If you do endorsements for instance, you doendorsement testimonials similar to prospects. For example, a realtor testimonial sent to otherrealtors. If you have a realtor who is recommending your carpet cleaning services saying, “I’m arealtor, this carpet cleaner did a great job,” and you then send that testimonial of that realtor toother realtors. Same with a doctor. If you get a testimonial from a doctor, you can send it toother doctors to recommend your services. You want to think about how to use it in target mar-kets and endorsement relationships.

Once you’re utilizing testimonials, you can take it to the next level and create champions.Champion creation is where you leverage your happy clients to the hilt. This basically meanstheir own testimonial reinforces their own opinion that you’re the best and it makes them com-municate that to many more people. And now as a champion, these people are your unpaidsales force, which is the ultimate in a no-staff selling system.

One of the best ways to get leverage out of your testimonials is to constantly let everyone inyour organization utilize them, see them, read them, and hear them. It builds confidence. Themore confident you become, the better job that you’re going to create.

Exercise: Start Your Testimonial Tidal WaveStep One: Work through the Testimonial Questionnaire if you haven’t already.

Step Two: Identify people who can give you a testimonial. Write their names here:________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Step Three: List the ways you can leverage the testimonials. Review this module and writedown the strategies that appeal to you.________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

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The Message Multiplier SystemTM: Conducting TeleseminarsSession Fourteen

This session talks about the Message Multiplier SystemTM. It’s an amazingly simple way to reachas many people as you want at the same time. The system is sometimes called a Teleseminar ora teleconference. It is a seminar by telephone. It’s the equivalent of conducting a seminar, and itcan be to a small group of people or it can be to hundreds if not thousands of people over thetelephone. The advantage is that you don’t have to get a hotel, you don’t have to get a big room,no one has to travel anywhere, and it’s simply available through a telephone.

Individuals in the comfort of their own home can call a number and be joined by hundreds ofothers of people at the same time, or as few as two people. They can do it completely anony-mously. Individuals who are your clients or your prospects can be invited to a Teleseminar withthe pitch saying, “You can join this Teleseminar . You will learn the secrets of blank and wewon’t even know you’re on the call. You’re completely anonymous.” It takes away any sort ofbarriers for an individual to respond to get additional information from you.

Two Ways to Use TeleseminarYou can use Teleseminars to actually sell and introduce and educate prospects on some of theservices and the products that you offer. Or you can actually deliver some of your services viaTeleseminar.

If you have an on-going service with your clients, you can use Teleseminars to group peopletogether so you don’t have to pay the expenses of putting people into a room or people having tofly to different cities. You can conduct a lot of large group calls. It allows you to maximize yourmessage when you group people together.

A lot of the people who are participating don’t want to ask questions. They would just rather lis-ten. And there’s invariably somebody on the call who will ask a question that someone elsewanted to know the answer to, or they’ll bring up a subject that someone else was interested in.When you group all of the people together and you talk together, there’s a synergy of just thebenefits of everybody’s brain working together in that area. It can be a really powerful 60 or 90minute experience for you and your clients.

How Teleseminars WorkThe way to use Teleseminars is easy. First, you are given a telephone number by the teleconfer-ence company. Then, you let all of your members know what that telephone number is. Theyare given a specific pass code. They call the telephone number, enter the pass code, and thatallows them to join in with the conference. Individuals who don’t have the telephone number orthe pass code cannot join the conference. So there’s some exclusivity to it.

Of course, you tell them the time that it’s starting and how long it will last. The calls will usuallylast 60 minutes or 90 minutes.

Then, you conduct the call! It doesn’t get more ELFTM than that.

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Free Calls or Pay Calls?Whether or not you charge participants depends on the type of Teleseminar you are having. Ifyou are having one where you plan to sell your product or service, then obviously you want asmany people to call in as possible. You don’t want to charge them for that.

But, if you are having the type of call where you are actually providing your service, then youwant your clients to pay you for your service. Unless, of course, your Teleseminar is somethingyou are giving away to clients as a free “value added” service.

But, I Can’t Talk to a Group!Some people get stuck thinking inside the box. “I can do things one-on-one, but how am I goingto do it in groups?” There are groups of people that are interested in what it is you sell andwhat it is you offer. Because if there weren’t, you’d only have one customer!

You want to think of how you can cluster these groups of people together so you leverage yourtime. And this is also a great way to take your business from a local basis to a national basis orto an international basis.

Play It Again, SamAnother great way to leverage your time is to rebroadcast the Teleseminar. There are servicesthat will record the call for you and then you can rebroadcast it any time you want. You can setit up on a 24-hour a day recorded line so people can call and listen to it at any time. It allowsyou to clone yourself.

If you’re going to do a live Teleseminar, let your prospects and clients know it’s live. If you’regoing to do a rebroadcast Teleseminar, you can either tell them that or just not say anything atall. Just set it up so the listening of it and getting value out of it is not contingent upon theclient having to interact with you or ask questions. Then you will really be able to maximize thevalue of the successful Teleseminars that you’ve conducted.

TestimonialsYou always want to have several individuals on the call who are going to provide testimonials.Without testimonials, this model will not work nearly as well.

What to Say in the TeleseminarIncluded in this workbook is a powerful tool called the Teleseminar Selling SystemTM which willwalk you through developing your Teleseminar script.

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A Sample ScriptBasically, a Teleseminar follows this pattern: tell them what you’re going to tell them, introducesome very powerful concepts about your product or service, and then start getting testimonials.Then you’ll actually provide some sort of an offer. After the offer then go back into providingcontent. Give them additional information. Then give another testimonial or two and then afinal close.

IntroductionIn the introduction section of the Teleseminar Selling System there’s a section for commoninterest. For instance, “Everyone on today’s call has one thing in common, you’re interested inblank.” It allows you to build rapport. There is also a section for the value created: “During thenext blank minutes you’ll learn how to blank. And by doing so, we believe you’re going to wantto get more from us. That being said, let’s get started.”

The BodyThen there’s the body section where you put the section headlines, the content, story or testimo-nials, everything that you would need in order to remind yourself. If you want to go into a tran-sition at any point during the Teleseminar, there is an area for frequently asked questions. Youcan say, “Okay, now we’re going to take questions.”

The Call to ActionNext there’s the call to action. How fast can they expect to see results? How much does it cost?How do they register for your service or buy your product? What do you want people who arelistening to do next?

ClosingAt the end of the time allotted, you simply say again, “We want to thank everyone who listenedto the entire call, especially those who shared with us. Good luck and have a great day.” Now ifyou do something like this you’re just really developing powerful content in such an easy, simpleaccessible way for your clients and prospects.

The key to a successful Teleseminar is to give valuable contentand invite listeners to take the next step.

WebinarsYou can do Teleseminars over the Internet as well. You can go through a Power Point presenta-tion where you’re on the phone with the people and going through the Power Point presentation.

Webinars are more expensive than Teleseminars, though. You will pay a fee in order to combinethe visuals that are on the computer. But if you have something that really needs to be shownvisually, it’s a great way to have people who live far away to come and see the product beforethey actually buy it.

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Exercise: Develop Your ScriptThe only exercise for this session is to work through the Teleseminar Selling System. Then,when you’re done, schedule your first call!


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The No-Slow Time SystemTM

Session Fifteen

The process covered in this session is the No-Slow Time SystemTM with Quick Cash InfusionTools. This session basically reviews the tools presented in this program and then shares acouple of other things with you.

The No-Slow Time SystemTM

• ELFTM Marketing™

• The Business Bull’s Eye™

• The Prospect Conveyer Belt™

• The Auto Pilot Advertising System™

• The Marketing Report Card• Customer Conversion System™

• Education Based Marketing• The Sales Book• Power Point Presentations• Websites• Free Offers• The 100% Money Back Guarantee• The Happy Client Experience™

• The Champion Creator™

• Referral Programs• The No-Maintenance Money Machine™

• Prerecorded Messages• Free Reports• Consumer Awareness Guides• Free Audits• Maintenance Programs• Sequential Mailing• The Margin Magnifier™

• Raising Your Prices• The Lifetime Value Creator™

• Client Newsletters• The Testimonial Tidal Wave™

• Message Multiplier Systems

As you look back and understand what was shared in this program, you’ll realize that it is a life-time of experience. It is a lifetime of the best tools. It is a lifetime of learning the best tools andstrategies that will make the biggest difference for you in your business right now.

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Exercise: What’s Your Favorite?As you are reviewing the concepts shared in this program, identify the five ideas that you findmost useful. Set a date for implementing them.

1. ............................................................................................................................ Date: ____________

2. ............................................................................................................................ Date: ____________

3. ............................................................................................................................ Date: ____________

4. ............................................................................................................................ Date: ____________

5. ............................................................................................................................ Date: ____________

The Polish Principles• Discipline means doing the right things even when you don’t feel like doing them. Nothing isgoing to happen in your life instantaneously. You need to put forth the right effort, the righttype of integrity, and the right capabilities.

• Do activities that charge you up. Don’t hang out with people or clients who drain your batter-ies; hang out with people who charge your batteries.

• The most important thing to invest intense concentration in is marketing. ELFTM marketing isthe ultimate concentration.

• If you’re not all that happy with your harvest, talk to the person who did the planting, andthat is you. Look in the mirror and realize that if things are not working in your business,you’re looking at the problem and you’re also looking at the solution. So make sure you’resolution focused.

• The best preventative medicine for business problems and personal stress is preparation andorganization. The best anecdote is action, and the best action is ELFTM marketing.

• You just have to start. There’s always a reason to wait. It doesn’t take any genius or initiativeor courage to wait. The best way to get started is to get started.

• Protecting your own good opinion of yourself is far more important than making a fast buck.Always do the right thing.

• The thing over which you have the greatest control is the quality of your work. The threeworst kinds of people to be around are lazy, negative, and dishonest. Get rid of anyone in yourlife who is constantly draining you, because they’re a drag and you don’t want to hang aroundpeople who are drags.

• The people who make the most money are enthusiastic about ideas. However, knowing whatto do and actually doing it are two different things. When you have an idea, be enthusiasticabout it and also be enthusiastic about making sure you implement and make things happen.

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• Junk thought is at least as bad for you as junk food.

• The five most important business success skills are the ability to talk to customers persuasive-ly, the ability to speak to groups, the ability to communicate with words on paper, the abilityto communicate clearly and effectively with staff members to motivate, and the ability toorganize and manage your time.

• The best kind of security is know-how based self-confidence. What are you working onmastering next? If you become a world-class expert on ELFTM marketing, five years from todayyou are going to have an amazing business.

• Be careful of overhead or you can wind up working for your business.

• Being in business means solving problems.

• Produce, don’t just make and spend.

• Eat your competition alive. But, do good things for your entire industry and your communitywhile you’re at it.

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Hot Topics: An Interview with Joe Polish and Tim PaulsonSession Sixteen

Hi, this is Dan Strutzel, and welcome to another edition of Insiders. You know, for the past sev-eral years we’ve witnessed a vast change in our customer’s interest level on programs dealingwith entrepreneurship. While our customers largely preferred corporate business programs inthe late ‘80s to early ‘90s from authors like Tom Peters and Warren Bennis and others, the last10 years has seen a decided shift toward programs that teach others how to start and run theirown businesses. On our last customer research survey I did, we found that over 75% of our cus-tomers were either running their own businesses or interested in making the switch from thecorporate world to the entrepreneurial world. Strategic Coach founder Dan Sullivan calls thismaking the switch from the time and effort economy to the results economy.

A recent article in the Chicago Tribune confirmed that in our current economic recovery, self-employment was booming. Yet sadly statistics show that for many entrepreneurs the initialeuphoria of going solo will be followed by a wake-up call of long hours, stagnant income, andincreasing levels of stress. Is there a way to pursue your dream of joining the results economy,taking the entrepreneurial route without these pitfalls? Well, according to my guests, the answeris a resounding yes.

In the next few minutes I’ll be joined by marketing extraordinaires Joe Polish and Tim Paulson,authors of the all-new Nightingale-Conant program Piranha Marketing. As they show you how tomove away from the HALFTM-business, as they call it, that’s a hard, annoying, lame and frustrat-ing business, to an ELFTM business, one that is easy, lucrative, and fun.

Now does this sound impossible? Does it sound pie in the sky? Well, hang on. I think you’ll beimpressed with what these gentlemen have to say. Joe and Tim, welcome to Insiders.

Tim: Thank you, Dan.

Joe: Thank you. It’s good to be with you, Dan.

Dan: It’s good to have you both. Let’s start off with that kind of pie in the sky assumption. I’mthinking a lot of people might be thinking as they hear this acronym of ELFTM for a business,easy, lucrative, and fun. There are a lot of entrepreneurs out there right now and particularlycoming off of the economic realities of the last few years are saying, “My business is anythingbut easy, anything but lucrative, and it certainly hasn’t been fun.” Can you talk a little bit aboutthat concept? Demystify that concept for us. And is that an achievable idea within a reasonableperiod of time for most entrepreneurs?

Joe: Well, Dan, to answer your question about is this achievable or is it not achievable, and thisis Joe Polish by the way, so we can tell the difference between me and Tim when you guys hearme talk, I’m a convert of my own system. So to say this is doable or not doable—obviously forme it is doable. And I started out as a dead-broke carpet cleaner living off credit cards and Ibecame a millionaire.

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Dan: Right.

Joe: So is it achievable? Absolutely. In what time frame? Well, for me it took several years to do.I mean, I’m now in my 10th year of running a marketing business and I’ve been an entrepreneursince I was 20 years old.

Dan: Right.

Joe: Basically it depends on the person. It’s going to be based on their desire, it’s going to bebased on the information and knowledge that they have access to. I will say this, and as a bene-fit to the people that are listening to this program, you know, there are three ways to learnsomething in the world. You either learn through the school of hard knocks, you go out there,you try to do things, you get bloodied in the business world, which in the beginning was mycase. And you basically learn through trial and error.

Dan: Um-hmm.

Joe: You learn what to do, you make some lessons, but it’s a very slow way. That’s the slow wayto wealth.

Dan: Right.

Joe: If you do that, trying to just do everything on your own. Second way to learn is learnthrough the experiences of others, reading people’s books, attending their seminars, listening totheir tapes, things like that. And then an even faster way to accelerate that is to teach other peo-ple. So me getting into the teaching business, it was purely accidental.

Dan: Right.

Joe: I mean, I never intended in the beginning that I ever would be in a business where I wouldpublish a tape program, CD programs, books, courses, teach seminars. It really was a byproductof me just pursuing this particular area of expertise. Today in the world there is an enormousamount of data that’s out there. All kinds of people telling people what to do, how to do it, thereare thousands of books on how to be successful and thousands of different varieties of method-ologies. In the area of marketing, I have read over 1,000 books, I’ve spent over a half a milliondollars on my own marketing education. I like to say just like Abe Lincoln, I’m self-taught. Iwent to college for a couple of years, but I never got a degree in anything.

Dan: Right.

Joe: And, you know, as a matter of fact, if I would have taken marketing in college it probablywould have given me a handicap.

Dan: You have to unlearn things. Right.

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Joe: Absolutely. And so I’ve put an enormous amount of study into my own education. And as aresult, I have taken everything that I’ve learned, I know what works, I know what doesn’t work.I’ve tested it in the real world. I’ve run a million dollar plus business for several years now and Iabsolutely know what works for myself and works for thousands of my clients and those areELFTM marketing strategies. That we really have found what is easy, lucrative, and fun.

‘Cause what we teach people in Piranha is that first off nothing happens in business until a saleis made. Selling is crucially important. So you have to sell something. It doesn’t matter if you’rea good manager, it doesn’t matter if you’re technically skilled at what it is you do, if you don’thave any clients to buy anything from you then you’re still not going to make any money. So Iput a huge emphasis on the focus of marketing. And the difference between sales and marketingis selling is what you do when you’re on the phone or face to face with a person or a group ofpeople, and marketing is what you do to get people on the phone or face to face with you.

Dan: Right.

Joe: Preferably if you do your marketing right, the type of marketing that we teach at PiranhaMarketing, ELFTM marketing, as we call it, easy, lucrative and fun, the only people that youspend your time talking to, if you do talk to anyone at all, are people that are pre-qualified, pre-disposed, pre-motivated and pre-interested to do business with you. And those are the best typesof people to actually offer your goods and services to and that’s what makes the business ELFTM,because all of the stuff in advance of that, selling in advance is what we like to refer to it as, isdone automatically, robotically, through ELFTM marketing systems that don’t even require ahuman being to make them work.

Dan: Right. That’s terrific. And so the idea is that “easy, fun, and lucrative” is kind of a mis-nomer for people. But when you say easy, what you really mean is simple, right?

Joe: Correct.

Dan: Simplifying the process.

Joe: Correct, because it’s certainly, and I think I speak for Tim also, it was not easy for us tolearn.

Dan: Right.

Joe: What we now refer to as ELFTM.

Dan: Right.

Joe: What I do believe is that we have done a lot of the hard work for all our clients and we’veshortened the learning curve tremendously. All they need to do is take all the effort and exertionand thousands of hours and money that myself and our clients and the lab rat experiments thatI did in my own business…

Dan: Right.

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Joe: You know, living off credit cards, all the pain that I endured in the beginning allowed me tonow have a recipe that is pretty darn replicate-able. Is effort required? Absolutely. Because youknow, when it comes to entrepreneurs, amateurs wait for inspiration; professionals do it with aheadache. I mean there are days where it’s just not easy. There are some days where it’s a strug-gle. And that’s why some people make extraordinary entrepreneurs and the vast majority of peo-ple do not.

Dan: Right.

Joe: But if you want to play that game, if you want to go into that world it’s really good to gointo that world with a knowledge of what absolutely works well for other people who havealready done it before you. Why waste all those years and all that trial and error? And there areelegant ways to make money. You know, an elegant idea is what everyone’s looking for. An ele-gant concept, an elegant method. And an elegant idea implemented is worth more than a thou-sand semi good ideas. And so you’re always looking for what are those elegant ideas.

And so we’ve taken, in Piranha Marketing, what we feel are the absolutely most powerful, effectivereplicate-able, autopilot-able marketing processes and methods and we’ve put them into our pro-gram for our members and we don’t teach them things that require an enormous amount of effortor an enormous amount of money. Because a lot of our clients are operating on a shoestring.

Dan: Right.

Joe: They don’t have money to spend, they’re not going to spend tens of thousands of dollars todevelop name recognition when they’re not a company like Coca-Cola. That would be senselessfor the average small businessperson to do. So we show them how to actually go out there anddevelop compelling messages, sell their services through robotic systems to do it automaticallyso they can even make money while they’re sleeping in many cases. And that sounds crazy, maysound like hype and absolutely we can show you how we do that.

Dan: That’s attractive.

Tim: Well, I’d like to answer the question. This is Tim speaking now.

Dan: Yeah.

Tim: You ask is ELFTM realistic, what period of time can one expect before…

Dan: Right.

Tim: …they get an ELFTM business. I’ll tell you that a HALFTM business is much more realistic.I’m talking about hard, annoying, lame, and frustrating. Because in my early 20’s it looked easy.I was scared to death, but I went out on my own. I opened up my own weight-loss center. I gota franchise. Had not a clue, anything about marketing. I mean, in terms of the ELFTM conceptsthat we teach in this program, and to our members and so forth, I had no clue that that evenexisted. So I had a hard, annoying, lame, frustrating business that within one year I was out of.I had lost everything. I didn’t have a dime to my name and I had a wife and two young children.

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Dan: Wow.

Tim: So I had to find something better. And then I, of course, joined Hair Club For Men andbecame their vice president and during the time I was with Hair Club For Men they went froma handful of offices to an international network of 69 offices. And I saw some of the hard, frus-trating things that they went through, but there were also some things that they did that wereeasy, lucrative, and fun.

And I started to say, okay, these principles can apply to other businesses. And then I joined withJoe and we see it every single day. We see carpet cleaners, these are not individuals who havegone and gotten MBA’s in marketing. These are not individuals with of decades of experience inrunning successful businesses. Most of them are wonderful individuals, ma and pa operators,who have applied and integrated these concepts in their business, the ELFTM concepts, and theyhave an ELFTM business.

So the question of how quickly can it happen—we have seen it happen very quickly where anindividual will come to a boot camp that we do, they learn these concepts, simple strategies tocompletely revolutionize their business without much money, without anything real complicat-ed. And within a short period of time, I’m talking about 2, 3 months, they’re calling us and say-ing, “Our business has transformed! You should see what we’re doing now. We have an ELFTM


We have seen individuals in contests that have been done through Piranha Marketing, wherethey have gone from individuals who are literally ready to go out of business and by the nextyear, by the next boot camp, they have transformed their business where they literally are mak-ing hundreds of thousands of dollars net. And a couple of them even being awarded automo-biles for the great transformation in their business.

Dan: Wow!

Tim: So, it’s something that is definitely possible. We see it every day. And it does not have totake a long time.

Dan: That’s terrific. Now, I mean, to take even a step back before we start going into some ofthe techniques and the strategies that you teach people to make that happen, if someone’s outthere right now, there are the statistics that you hear repeated over and over again, 95% of newbusinesses will fail within the first five years. And so you have a lot of people out there andmany of them are customers. I’ve heard this again and again in our research, people saying Iwant to take that step. You know, they’re wanting to take that step but they have a fear factor oftaking that step because of that reality.

Sell people on the idea of the benefits of being an entrepreneur, of a benefit of taking thisjourney from the get-go that you’ve seen both yourself. You both have incredible, compellingstories, you’ve been through a lot of pain to get there. But what do you see are the benefits ofactually making that choice?

Joe: Well, this is Joe, and I will reference a Nightingale-Conant author and a good friend ofmine, Mr. Dan Sullivan who’s the founder of Strategic Coach. And he talks a lot about entrepre-neurs. I’ve interviewed him a couple of times for my Genius Network interview series and hereally understands the mindset of entrepreneurs and I love discussing just entrepreneurs in gen-

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eral with him. I like business owners. I like entrepreneurs. The reason I like him is because firstoff I think entrepreneurs and business owners are the backbone of the economy. They’re theones that are creating value, they’re the ones that are providing jobs, and obviously there’s anenormous amount of great entrepreneurial thinkers that work for these entrepreneurial compa-nies. All the people that are out there selling, all the people that are out there making stuff hap-pen.

And I have an appreciation for the entrepreneur because this, and this may sound a little hardcore, I think there are two types of people in the world. I think there are producers and thereare parasites.

Dan: Um-hmm.

Joe: And producers are what produce everything and parasites suck off the efforts of all the pro-ducers. And money earned ethically is a byproduct of value creation. There are people thatmake a lot of money that rip people off and don’t create value for other people. And I wouldn’treally consider those people entrepreneurs.

Dan: Right.

Joe: I consider a true person an entrepreneur. There’s the French man that actually in the1800’s, I can not remember his name, that actually coined the term entrepreneur and defined itas somebody that takes a lower level of resources to a higher level.

Dan: Hmm. That’s good.

Joe: And what entrepreneurs do is they can sometimes take something, raw material, dirt, andturn it into something. They can take water and create electricity out of it. I mean, entrepre-neurs are the people that invent things. They’re the ones that create all the wonderful, the roads,the electricity, the gadgets, the technologies, all the wonderful things that every human beinggets to take advantage of. I mean, it took an entrepreneur to create the air conditioner. I mean,imagine living in Chicago without a heater. Imagine living in Phoenix, Arizona, where I do,without air conditioning.

Dan: Right.

Joe: I mean, entrepreneurs were the minds behind those innovations. They’re the ones thatmake things better. And so I look at entrepreneurs as the people that are out there creatingvalue for other people and they’re getting paid for it.

Dan: Right.

Joe: And that takes an enormous amount of courage. And I think what differentiates an entre-preneur from a non entrepreneur is a mindset. It’s a mindset, knowing that you’re absolutelyresponsible for the results that you produce. Again, quoting Dan Sullivan, he talks about theresults economy versus the time and effort economy. The time and effort economy is whereyou get paid for the hours that you put in and the results economy is where you get paid for

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your results. And you cannot, as an entrepreneur, confuse activity with accomplishment. Thereare people out there that work really, really hard that do not make any money. And there aresome people out there that don’t work really hard at all and are very wealthy. And a lot of it isjust having the right capabilities, the right resources, the right understanding. And what wehelp our clients do is we help them get direction, we help them get confidence, we help themget capabilities in the area of marketing so that they can do all those things better.

Dan: That’s terrific.

Tim: You know, it’s scary. It is so scary to venture out on your own as an entrepreneur.

Dan: Right.

Tim: It’s a beautiful thing, it is awesome, it is where fortunes are made. You cannot get richworking for someone else. It just doesn’t happen.

Dan: Right.

Tim: But it is scary. I mean, I have five children.

Dan: Wow.

Tim: And so, you know, married at the age of 21, venturing out in entrepreneurship at a veryearly age, failing in a business, working for someone else, going into entrepreneurship again. Itis scary. But you know, there are roadmaps to put individuals in that 5% who last more than 5years. And Joe talks about roadmaps, and Dan Sullivan and so forth.

One of the greatest roadmaps in my mind for those who are interested and looking at this, gosh,I’ve got to be successful, but I need a roadmap, I need some sort of assurance that I can be inthat 5% that are really going to make it.

Dan: Right.

Tim: I think it’s as simple as this, Napoleon Hill, who is a Nightingale-Conant author, of course.

Dan: Um-hmm.

Tim: He spent 20 years studying the most successful people in the world. Twenty long years.Andrew Carnegie commissioned him, and I use the term commission loosely because he didn’tpay Napoleon Hill to do this. He said, “Well, you do it, I’ll give you introductions and so forthbut you’re on your own for 20 years.” Napoleon Hill spends 20 years studying the most success-ful people in the world and then identifies 16 distinct characteristics that are consistent throughall those 500 most successful people in the world.

And there are at least five things that I think, I look at and I say these five things….

Joe: Oh, Tim, can I interrupt you for a minute?

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Tim: Yeah.

Joe: What Tim is sharing right now, first off, even if you read one of Napoleon Hill’s books, ifyou read Think and Grow Rich or you’ve heard this talked about, I want you to listen to whatTim is sharing very carefully because you’d be surprised how many people we talk to that justdon’t take this in like I feel if it was taken in they would really understand it. What he’s about todescribe what Napoleon Hill discovered about these characteristics, which you’re going to talkabout a few of them, is that none of the people that were the wealthiest and most successfulwere born with these characteristics.

Dan: Hmm.

Joe: They were all learned. They were all taught.

Dan: Wow.

Joe: And what the people listening here are doing right now, they were learning through experi-ences of other people. I just wanted to say that.

Dan: That’s terrific.

Tim: Very well said, Joe. You’re a very articulate man. But anyway, so Napoleon Hill looks atthis and so there are five that I think are just critically important. And had I known in my early20’s what I know now about what Napoleon Hill and his roadmap to success, and the ELFTM

strategies easy, lucrative and fun, I would have built an empire in the weight-loss business.

Dan: Right.

Tim: But the five things I really think are critically important that Napoleon Hill identified, andthis is Napoleon Hill speaking, this isn’t me, it’s Napoleon Hill. He said number one, an individ-ual has to have a burning desire. If I’m interested in becoming an entrepreneur because I wantto play more golf. If I want to do that because I want to be the boss. I want to do those types ofthings; I don’t know if it’s a burning desire for the right reason. I want to have a burning desireto really make a difference, to give great value to individuals. Zig Ziglar, another Nightingale-Conant author, says you can have anything in this world that you want if you help enough otherpeople get what they want.

Dan: Right. Right.

Tim: So if I have a burning desire to give as many people in this world what they want, I knowthat I can get it.

Dan: Right.

Tim: So a burning desire is number one. The next is specialized knowledge. See, individualsoften times, and Michael Gerber talks about this, we’re kind of like technicians. You know, we

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know how to do a certain job but that doesn’t really go into knowing how to run the business,how to market the business and so forth. So specialized knowledge. And that’s really what weare presenting in the ELFTM program, in the Piranha Marketing program. It is giving specializedknowledge in something that is critically important. How to market, how to market easy, lucra-tive, and fun. Strategies to put your business on autopilot. That’s what we’re talking about. Sowhen an individual follows Napoleon Hill and says, “I am going to get specialized knowledge inthe right areas,” boy, that’s a roadmap to success.

Dan: Right.

Tim: The next one is being decisive. When I read Think and Grow Rich by Napoleon Hill it singsout to me, it rings in my ears you’ve got to be decisive.

Dan: Right.

Tim: Entrepreneurship. Be decisive, man! Make it happen! Do it! Now.

Dan: And this comes from a guy that did it when he had two kids on the line?

Tim: Exactly. Exactly. And boy if I had this program it would have made life so much easier. Soyou’ve got to be decisive. Making correct decisions. And I’m not saying that every person who’sconsidering going and being an entrepreneur should do it. Making correct decisions is criticalto a person’s success. But I encourage entrepreneurship. It’s a beautiful thing.

And then another thing that really rings out to me with Napoleon Hill is individuals need to begoal setting, they need to set goals. You need to be an avid goal setter. A goal unwritten is only awish. And there’s wonderful Nightingale-Conant programs that talk about goal setting.

Dan: Absolutely.

Tim: So if I’m considering entrepreneurship, I’m going to get as much as I can on goal settingso that I can follow the example. Napoleon Hill identified the most successful people in theworld. Again, the most successful people in the world had these characteristics consistent withthem. Why do I have to reinvent the wheel?

And then lastly, and there’s more but this is really one that rings with us, is that individualsneed to have a mastermind group. It is critically important. It is perhaps the hardest to get butit is the most lucrative. It is the one thing that will make more money for more people. So if I’man entrepreneur, you know, as I was opening this weight-loss center I joined the local Chamberof Commerce. That was not the mastermind group, that was people eating lunch and just kindof exchanging business cards.

A mastermind group. Whether that’s a coaching program through Nightingale-Conant, whetherthat’s seminars you go to, whether it’s through getting additional Nightingale-Conant programs.Create a marketing mastermind group and that will lead an individual to great success.

What we have seen at Piranha Marketing is, we have a $10,000 per person program. These arewonderful carpet cleaners, over 100 paying $10,000 a year to be part of this mastermind group.And what we have seen is that there are some who get involved in that group and they show up

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to the meeting and they leave. They don’t get the benefit of those who show up and then stayand they hang out at the restaurant, they share ideas, they email each other and so forth. Sowhat I am, my sounding cry, the clarion call at this point is the mastermind group. Find oneand participate in one.

So Napoleon Hill, in 500 of the most successful people ever, will tell us this is a roadmap toELFTM.

Dan: Right. That’s terrific. You know, and I love that because I think for many people out there,when you start listening to Nightingale-Conant programs or any self-improvement programs insome ways you become almost an addict at first because…

Tim: Yes.

Dan: …the perspective you get from those great thinkers out there. People who think in thisway, in this entrepreneurial way, are different from mainstream society.

Tim: Right.

Dan: Which might lead you toward a more fearful path. So having this reinforced on a regularbasis is so important.

Tim: Dan, I was 20 years old when I got my first Nightingale-Conant program. That was over 20years ago.

Dan: Wow.

Tim: And it absolutely changed my… It opened my eyes too, wow! Here for a few dollars, andit’s relatively a few dollars, I can get the best insights, the best information from an individualand their lifetime experience.

Dan: Sure.

Tim: So when Joe and I come in here and do this program, we are taking combined 80 yearsexperience almost, and life experience, and all of these experiences, and we’re capsulizing it intoa program that individuals can listen to very easily as they’re driving along in their car, at theirhome or their office. And it’s amazing the value of that. We’re giving life experience for a fewdollars. Napoleon Hill, we can go buy his book Think and Grow Rich for a few dollars. And hespent 20 years

Dan: Right.

Tim: Studying that and putting that into a book.

Dan: Right.

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Tim: So I’m an addict of Nightingale-Conant because I know the return on investment I get. It’sabsolutely amazing.

Dan: That’s terrific. Well let’s talk about some of the value that they’re going to get in your pro-gram. And again, the new program from Joe Polish and Tim Paulson is Piranha Marketing. Let’sstart out, because as Joe was saying before, there are a lot of entrepreneurs out there who workhard. In fact, they’re very ethical and they produce something of incredible value but they can’tcommunicate that value effectively to their customers. In other words, the perception of thevalue for whatever reason isn’t there. And you have a lot of strategies you talk about in theprogram.

I was hoping that each of you could maybe take two of them a piece, and that we could gothrough four of these key ideas. And the one I wanted to talk about first is this idea of testimo-nials. And using testimonials as a form of marketing where actually your customers almostbecome your best copywriters and your best salespeople. You want to start off by talking aboutthat?

Joe: Absolutely. This is Joe. And you know, we are a company that absolutely utilizes direct-response advertising, direct-response marketing. You know, there are two types of advertising inthe world. There’s image or institutional and then there’s direct response. Image or institutionalquickly is just the kind of stuff that’s taught in marketing classes in college.

Dan: Right.

Joe: You know, it’s the things that big corporate companies use. Get your name out there. Buildan image. Talk about how long you’ve been in business. Create this impression that you’rekinder, nicer, better than the competition. It’s really boastful based on logos and just, you know,it really I think is designed to make the businesses and the owners and the CEO’s feel goodabout themselves and impress their friends and try to make their competitors jealous.

Anyway. There’s institutional or image, which is really designed to get your name out there.Then there’s direct response, which is designed to get your name out there and get a responseback.

And so when it comes to promoting yourself, we’re really big on copywriting, education-basedmarketing, which I’ll talk about in education-based marketing tools. And what we find is that ifyou are a really skilled copywriter, meaning you’re able to write words that compel people tobuy things, that is a skill that is not easily learned and it’s also one of the most powerful skillsand one of the most powerful elements that you could have in your business.

Now one of the easy, lucrative, and fun ways to get really powerful, compelling statements,comments, evidence of proof, is social proof. It is to use social proof. That’s what testimonialsare, it’s really just using social proof. And so one of the best copywriters, some of the best sales-people that you could ever utilize in your business or for your business don’t even work for you.They’re existing clients that are happy.

Dan: Right.

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Joe: And so when you create a Happy Client ExperienceTM, we have a process called the HappyClient ExperienceTM. There are three levels of experience that a customer could have. They couldbe unhappy, they got less than what they expected. They could be satisfied, they got exactlywhat they expected but they weren’t overly impressed. Or they can be a happy client, they werewowed, you exceeded their expectations. Whenever you deliver that level of experience, thosepeople will gladly say all kinds of wonderful things about your company, put it in writing, andgive you permission to utilize it in your marketing efforts.

And so my point is, it’s infinitely more believable when you let other people that are happy withyour products or services or your company or you say things than if you were saying it yourself.

Dan: Right.

Joe: If you say it yourself, you’re just considered sometimes bragging, sometimes even arrogant.When other people say it for you, you’re believable.

Dan: Right. Right.

Joe: And so that’s the point. So capture and utilize all the wonderful comments that everyonethat has a wonderful growing experience with you says. Ask for it.

Dan: Right.

Joe: I mean, the way to get testimonials, ask for it. In our program we not only go very deep inhow to use testimonials, we even include a testimonial form, a simple sheet of paper that canask the right questions to capture testimonials from clients. It’s right there in the workbook inour Nightingale-Conant program and it totally spells out all the different ways you can use testi-monials. And that is really one of the best ELFTM processes because you don’t even need to hirea copywriter or an advertising agency or anything if you know how to get your own clients togive you this wonderful, powerful selling material for you.

Dan: Right, absolutely. I can’t think of a better example on national scale than Hair Club ForMen of using testimonials. Those before and after shots, I mean, the entire infomercials you seeon TV about Hair Club For Men, the commercials, they’re all testimonials.

Tim: Hair Club For Men and the hair replacement industry would not exist, it would not existtoday if it wasn’t for testimonials. Because that absolutely built the company. Sy Sperling some-time ago sold Hair Club For Men for tens of millions of dollars. This was a small mom and popplace in New York that he opened, you know, some years ago and he built it with testimonials.

And you know, we’re here at Nightingale-Conant, I love being here. This is great. I’ve been a fanof Nightingale-Conant for years, for decades. And so walking around, I love being here becauseI know the footsteps that we’re following in. You know, Earl Nightingale and Lloyd Conant andso forth.

And as I’m walking around I’m asking individuals here, what’s your favorite program? And itwas interesting because I asked several people that question. And Vic, I asked him that question.And it’s a Deepak Chopra tape program.

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Dan: Right.

Tim: And that kind of surprised me. It shouldn’t but now, you see, he gave me a testimonial,that’s his favorite of all time. I want to get that program.

Dan: Right. From the man who’s been and seen them all or heard them all.

Tim: Exactly. Exactly.

Dan: Right.

Tim: And several say, you know, Lead the Field. And my favorite of all time is Earl Nightingale’sThe Essence of Success albums. I mean, that is absolutely phenomenal.

Dan: That’s my favorite.

Tim: Yeah, exactly. Yours too.

Dan: Essence of Success, yeah.

Tim: So individuals who are hearing this right now, they’ve just heard two testimonials. Andthey say, gosh, maybe I should get that because Earl Nightingale, throughout his career, a youngEarl Nightingale, a more mature Earl Nightingale.

Dan: Right.

Tim: So testimonials absolutely sway us to purchase, to make decisions and so forth. Whetherit’s a movie. I don’t go to a movie unless somebody tells me in advance that hey, that was a greatmovie. You can take your kids to that. Great, I’ll take my five kids to it. Or a restaurant or abook, these types of things. I live on testimonials and so do so many more people.

Dan: Right.

Tim: And the thing is so few companies and individuals really understand the value and theimportance. And they forget to use testimonials. They leave them out because they don’t haveroom in an ad or some sort of a sales message. They don’t have room for the testimonial so let’sleave them out when in reality the whole thing should perhaps even be built around that.

Dan: Built around that. Right, absolutely. Yeah.

Joe: I think what you just said, too, talking about your favorite programs is a great example ofthe use and value of testimonials. And every person listening does this in many cases sometimeson a daily basis.

Dan: Right.

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Joe: They tell friends about restaurants they like, movies they saw. Think about how many pur-chases that we have made because of the social proof, the evidence of success of other people,the recommendations.

Now you’re doing this every day anyway. We’re talking about just going deeper with it, captur-ing it, utilizing it. I mean you’re talking about Hair Club For Men. One of my past clients, BillPhillips, wrote the book Body for Life, you know, over 4 million copies of that book have beensold at the time of this recording. I mean, this is massive. All based on testimonials. Before andafter pictures. I mean, this stuff works. This is not some concept that uh, you know, will thiswork, will it not work. Absolutely it will work. And it’s simple to use, it’s simple to do.

Dan: That’s great.

Tim: What’s really cool is in the program we, as Joe said, we go deep with that concept. Weshare some concepts about testimonials, where to use them, how to use them, that are absolute-ly phenomenal. Creating the easy, lucrative, and fun.

Dan: That’s great. So Tim and Joe, let’s move on to a useful tool that you said many of yourclients have said is really in a high experience when you talk to them about it and has turnedaround their businesses. Can you share that with us, Joe?

Joe: Yeah, well, since I said that I would talk about an ELFTM principle, a marketing strategy;one of my favorites is the use of Free Recorded Messages. Like I said earlier about the differ-ence between selling versus marketing. If you do not have a pre-qualified client, if you do nothave someone that’s predisposed to give you money, then they have not been sold in advance.And so the way that most people actually sell their services is through manual marketing, that’sface-to-face selling, selling over the phone, talking people into buying things, answering a lot ofthe same questions over and over again, having a live sales force of people. Well we replicatethat whole process through sales letters, Free Recorded Messages, postcards, tele-seminars, allkinds of things that we utilize in Piranha Marketing, that we teach our clients and obviouslythat we go very much in depth in our program through Nightingale.

And one of my favorites is what I started using in the beginning when I was a dead broke carpetcleaner. People would call me up on the phone, first question out of their mouth, how much doyou charge? And then I would again start addressing, you know, all the reasons why my methodis better, what I do, how I do this, how I do that. And I would do it all in a way without slam-ming the competition ‘cause there’s absolutely no reason to do that.

And what I ended up discovering is that you can take all of the wonderful things that you knowabout your product, your service and you can put it on to a 24-hour Free Recorded Message.So, we’re going to give away the three magic words that you should have in every ad, every postcard, on the back of your business card, anyplace that you would put a marketing message, onan email, on a website, on the side of your van if you’re in the service business is “FreeRecorded Message.” Magic words. You add that to any of your promotions, it is magical. Andyou drive people to a recorded message.

For instance, when people are thinking about hiring a carpet cleaner they can think, well, youknow, all carpet cleaners are the same. But I would run ads that say, “Warning, don’t call anycarpet cleaner until you listen to this 24-hour Free Recorded Message.” And then I would have

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expanded versions of that. Free Recorded Message reveals how to hire a carpet cleaner. Learnseven questions to ask a carpet cleaner before you invite him into your home. Eight mistakes toavoid when choosing a carpet cleaner. How to avoid six costly misconceptions. How to avoidfour carpet cleaning rip offs. Until I said those things, consumers weren’t even aware that thereare costly misconceptions, questions to ask, how to avoid rip offs. This applies to financial serv-ices, insurance, chiropractors, any business. You name it, there are all kinds of things that con-sumers that are interested in a particular product or service don’t know and they don’t knowthat they don’t know these things. And so it’s the business owner’s job to educate consumers.

And why do that face to face? Why hire a salesperson to do that? Why have a sales force whenyou can simply have a very dirt cheap 24 hour a day salesperson who never shows up with aheadache, never misses work, always delivers an articulate explanation and sales presentationfor your company, and does it while you’re sleeping, does it while you’re on vacation. And thenby the time people call me after I started using that ELFTM marketing system it was no longerhow much do you charge, it was when can you do the job. When can we hire you, because therecorded message sifts, sorted and screened the individual to do that?

And there are companies that are completely automated that you don’t need to buy expensiveequipment, they have all kinds of wonderful services that will let you know how long peoplelisten, when they hang up, they can transcribe messages if you’re using it for lead generation.There are a variety of different things which we offer those on the Piranha Marketing programthrough Nightingale-Conant where you can find out all about those companies, where to find itand it literally costs pennies to implement these types of strategies. And obviously we have alimited amount of time, I could go on, but that is a really great replicate-able system that notonly works extraordinarily well to generate business but it saves massive amounts of time.

So you can spend your time, as Michael Gerber would say, working on your business, not inyour business. And if you’re doing all the selling manually, without these types of systems, andthat’s only one out of many that we teach, then you’re just really wasting time that you don’tneed to be wasting. That’s not leverage.

Dan: Right. That’s terrific. Well that’s just one of the techniques of what Joe and Tim call autopi-lot marketing, which I think is an amazing concept. I think of it like that clean shower ad whereit’s spray and walk away. I think that’s very enticing to people.

Joe: It’s one of the most important things in business is selling your goods and services. And wehave developed a no-staff selling system. It’s a no-staff selling. It’s powerful.

Tim: That’s ELFTM.

Dan: Well let’s wrap up here and kind of shift gears for a second because I like to conclude witha little more profound philosophical question. With the literally thousands of businesspeopleand businesses that you’ve helped, the families that you’ve helped as a result of making thesebusinesspeople more successful, happier, giving their life back, how would you like to beremembered when you’re long gone from this planetary existence in ELFTM land?

Tim: Yes. Yes.

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Dan: How would you like to be remembered? What would be your epitaph?

Tim: Well, first of all, as a great husband and a great father. And, really, everything that weteach in ELFTM, easy, lucrative, and fun is allowing me to become better in that area. Simplybecause I’m not as stressed and so forth. As a failed business owner, I wasn’t as good a husbandand father. But now I am. But, but to answer that question, that’s a very good question. I wouldlike to be remembered as an individual who helped individuals recognize that what they aredoing in their business is helping to improve the quality of people’s lives. Whether they’re a car-pet cleaner, whether they’re a chiropractor, whether they’re in the hair restoration industry,financial services or whatever. What I help people understand is that when they are asked,“What business are you in?” You’re not in the carpet cleaning business, you’re not a chiroprac-tor, you are in the business of helping people improve the quality of their lives.

Because when we look at it, when you understand the benefits that you give, and we talk a lotabout this, the difference between features and the benefits that you provide are literally helpingto improve the quality of people’s lives.

And you have a right and you have an obligation to market successfully. Because if I’m in thehair replacement business and I know that there are individuals out there who are bothered bytheir hair loss and they stay home at night and they don’t make as much money because they’reconcerned about it or whatever else, and I can help them to improve that by marketing myproduct or service successfully, then that’s very important to me. Chiropractor, same thing. Ifthere are individuals out there with pain and I’m a chiropractor and I’m not marketing properly,I’m not getting my message out there to the point where those individuals are coming in andrelieving their pain, then it’s a disservice to the individual.

Dan: Right.

Tim: So I help individuals understand that they are improving the quality of people’s lives. Andas I’m able to do that, through ELFTM and other avenues, then it is improving the quality of mylife.

Dan: That’s great. That’s wonderful. Joe?

Joe: Well, this is Joe. What I would say is that going back to really loving to help entrepreneursbecause I am a full-blown capitalist. I mean, I love the ability to go out and create somethingout of nothing, create value for people and make money from it, and I like helping other peoplethat do that, too. Because those are the people that create value for the world.

And I would really like to be known, when I’m all gone, that I was an encourager. I encouragedpeople to go out there and do things at a level that they never would have done or maybe doneas well or as much, had it not been for an association on some level with me, even if I nevermeet these people in person, just something in one way I could encourage somebody to takethat step to put a little bit more intensity into what it is that they’re doing so that they go outand create value for the world. And by creating value for the world, they’re creating value forthemselves and they do it in an ELFTM way. Because there are a lot of extraordinarily successfulfinancially people, but are miserable as…

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Dan: Right.

Joe: …human beings. And again, to quote something my friend Dan Sullivan says, he talksabout two areas of life that are crucial, one is confidence and one is gratitude. You don’t do any-thing well in life if you’re operating out of a level of low confidence. And whenever you can gainconfidence in a particular area you just do a better job. In the area of marketing, in the worldthat we work with, with entrepreneurs, we give them marketing confidence. We give them mar-keting capabilities, which lead to them getting results, which lead to them creating results forother people.

And the second thing is to be able to do it with gratitude. So you don’t work yourself to death.I mean, everyone’s heard the saying a million times that nobody says on their death bed that Iwish I would have spent more time in the office. You know, my goal is to not only be congruentwith my message, walk the walk, talk the talk, but also to let our clients not sacrifice their entirelives just to earn money. Because the other area of gratitude, which is just appreciating whatit is that you have, that’s crucial. You can have all the money in the world but if you don’tappreciate it, if you don’t have gratitude, if you have to sacrifice your life because you have thishorrible workaholic lifestyle…

Dan: Right.

Joe: …and you’re going to just be a slave to your business your entire life, that’s not an exis-tence, that’s not success. That’s misery.

Dan: Right. Right.

Joe: And so it’s to encourage people in a way that not only helps them to create value for them-selves, for their family, for their clients and for the world, but they also get to live an ELFTM lifealong the way. That would make me feel real good.

Dan: Oh, that’s terrific. Well, I can vouch for Joe and Tim, just being around them today andsince they’ve been here and working with them on this project, everybody here can, I hope youcan feel their energy and their enthusiasm coming through the airwaves. Because it’s reallyrefreshing. They do walk their talk. And if you investigate their program, if you purchase theirprogram, Piranha Marketing, I think you’ll see it’s really about more than just marketing as it’straditionally understood. It really is about creating value for people and ultimately making a dif-ference. And that’s what we’re all here for. So Joe and Tim, thank you for being with us. It’s beengreat to have you and come back again soon.

Joe: And let me just say one last thing. You know, we have a little tag line, it’s “eat your competi-tion alive.” And we really do believe that. But do good things for your entire industry and yourcommunity while you’re at it. You can do a great amount of things with also being a PiranhaMarketer.

Dan: Great. Thanks for being with us.

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Expand Your Learning Library withThese Exciting Programs from Nightingale-Conant!

Pure Genius:Dan Sullivan’s Lifetime Focusing System for Total Self-MasteryBy Dan Sullivan22160CD

Think and Grow RichBy Napoleon Hill8741CD

The Essence of SuccessBy Earl Nightingale861CD

Sell Your Way to the TopBy Zig Ziglar1941CD

Lead the FieldBy Earl Nightingale116-2CD

Multiple Streams of Income:How to Generate a Lifetime of Unlimited WealthBy Robert G. Allen13763CD

A View from the Top:Moving From Success to SignificanceBy Zig Ziglar22150CD

Phone: 1-800-525-9000or visit our website at www.nightingale.com

or for our UK clientsPhone: 01803 666100 • nightingaleconant.co.uk.


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