Quantum Growth

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Quantum Growth Report

Delivering Quantum Business Growth To

Strategically Minded Entrepreneurs

Barry Walls

3/23/2010



Copyright © 2010 - Quark Marketing Group. All Rights Reserved.

Web: http://quarkmarketinggroup.com Email: [email protected]

Phone: UK – 020 88 1684 77. US - 770 365 1953.

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All R ights Reserved

You may distribute th is report in any w ay or form including

pr inted copies, email or other e lectron ic forms of communication.You DO NOT have permission to change this document in ANYway.

Rights

This is a free document. Send it to whomever you please in anyw ay you like, but please do not change it or charge for it.





Phone: UK – 020 88 1684 77. US - 770 365 1953.

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Contents

Welcome and Forward From Barry Walls............................................ 4 Business Growth 101 ..................................................................... 6 How Should Businesses Begin to Grow?............................................. 6 What is a Sales Funnel?.................................................................. 7 The Results .................................................................................. 8 The Advertising Campaign .............................................................. 9 Follow Up Marketing .................................................................... 10 Repurposing a Website to Drive Growth .......................................... 11 Building the Database .................................................................. 12 The Crucial Issue ........................................................................ 13 The Website and the Database ...................................................... 14 Automated Referral Generation ...................................................... 15 The End Result ........................................................................... 15 Conversion Optimization Online ..................................................... 16 The Most Common Mistake ........................................................... 18 Make What You Do Work Well First ................................................. 18 The Best Place to Begin To Grow Your Business ................................ 19 Business Constraints .................................................................... 20 Learn From the Wright Brothers ..................................................... 21 Does This Make Sense to YOU? ...................................................... 22 Here’s What you Need to do Next. .................................................. 23 Ideal Qualifications ...................................................................... 24 Final Word ................................................................................. 25





Phone: UK – 020 88 1684 77. US - 770 365 1953.

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Welcome and Forward From Barry Walls

This short report is intended to show you a more predictable, easier and

faster way to grow your business.

Although we provide these solutions to businesses, there is enough

information in this report to put you on a path to do this yourself.

If you sit down and work out that your time is too valuable to do this

yourself, you’re too busy to learn, you don’t have the in-house talent oryou’d like a guaranteed professional outcome from the very beginning,

then we’d love to hear from you.

We can offer you a nearly “hands off” solution for everything you are

about to read. We will take care of everything after an initial analysis.

The real value of our service is in the execution and in the additional

strategies we can bring to your business, of which there are far too many

to cover in a short report like this.

Even though we’re laying out one of the best ways to achieve businessgrowth, we know from experience that if you work with us, we will deliver

many more times growth than you will be able to achieve on your own. In

addition, we’ll do it cheaper and faster...and with more solid and

predictable long-term results.

We have world class copywriters, web designers, traffic generators,

search engine experts and marketers standing by ready to go to work for

you and your business.

We know we have a market leading solution to help you to achievebusiness growth. Our hope is that you enjoy this report so much and see

the potential of what’s outlined here that you decide to take us up on our

offer of a no obligation consultation to see what we can do for your

business.

Our entire business is based on he lping other business w in in their

markets, regard less of the ir competition. If you don’t w in, we

don’t w in...and we w ill not a llow that to happen. It’s that simple.





Phone: UK – 020 88 1684 77. US - 770 365 1953.

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Phone: UK – 020 88 1684 77. US - 770 365 1953.

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Business Growth 101

How exactly do you grow your business? What is business growth? How

can you achieve it? The reality is really very simple.

Businesses can grow in only 4 ways:

1. A greater number of prospects convert into customers – this is the

science of “conversion optimisation”.

2. More people see the businesses offer – this is the purpose of

marketing

3. Each customer spends more money – This is the art of selling

4. The business provides additional products and services – This is the

beauty of new product or service development.

How Should Businesses Begin to Grow?

When businesses want to grow, they sometimes offer more goods and

services, try to up sell or cross sell existing customers or, in most cases,

they do more advertising.

Doing more advertising is the most common mistake businesses make

today both online and offline. Later, I’m going to prove this to you.

They usually miss the highest leverage point of all for achieving fast

growth. Even some of the cutting edge, online entrepreneurs rarely

implement the necessary steps to grow in a systematic, scientific fashion.

To explain what I mean, I need to define something for you. I need to

answer the question, “What is a sales funnel?”





Phone: UK – 020 88 1684 77. US - 770 365 1953.

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What is a Sales Funnel?

Do you have a sales funnel? I bet you do!

A sales funnel is the process by which prospects become aware of your

business through various media. Some decide to become customers, but

most don’t. Identifying, measuring, optimizing and expanding your sales

funnel is crucial for success today...and will be more crucial as we move

forward.

I recently met an accountant who told me he didn’t have a sales funnel. I

asked him how new clients came to him and he told me...”It’s really very

simply, our advertising gets people to pick up the phone and we arrange

to meet the prospective clients in our office, show them what we do and

hopefully become their provider of accounting services”.

Is this simple process a sales funnel? Let’s dig a little deeper.

“When the prospective clients phone the office, who handles the calls?” I

asked.

“Well”, he said, “the incoming calls are spread out across the office

between 6 accountants. Whoever is free answers the call and tries to set

up a meeting in the office with the prospect.”

Not too complicated. I told him to do one thing to start off. I told him to

keep records of how many calls each accountant took, how many calls

resulted in the clients coming into the office and whether the accountant

signed up the client at the end of the meeting. This activity was to be

recorded for a 4 week period.





Phone: UK – 020 88 1684 77. US - 770 365 1953.

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The Results

Here are the results of the 4 weeks of feedback.

As you can see, John was excellent at both making appointments and

signing up the clients, while Mark was good at making appointments and

Richard was good at signing up clients. Brian was poor at both activities.

This is what we did. We put John and Mark in total control of all incoming

calls. If they weren’t available, the receptionist’s took a message and

passed it onto them when they were free.

Once they made the appointment, Richard and John signed up the clients

and assigned them to another accountant if necessary. After some basic

sales and “needs analysis” training, the results were staggering. The

average income per lead had almost doubled.

Remember, we didn’t incur any additional expenditure, this was an

optimisation of one part of the sales funnel which was already operating,

albeit, in an informal way. We simply formalised it, measured it and

optimised it based on feedback from the market...the prospects.

Two seemingly small increases in the sales funnel, increasing the number

of meetings by 11.5% and the number of clients from those meetings by





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16.5%, resulted in a jump in new client acquisitions from 29 to 48...or

60%.

These seemingly insignificant changes early in the sales funnel produced

outsized gains on the bottom line. However, there was another part of the

sales funnel which offered even larger opportunities...the advertising

campaign.

The Advertising Campaign

Each week, this firm ran the same advert across 4 local newspapers. The

adverts were identical and while they produced a good return...these

adverts weren’t split tested or optimised in any way.

Before we split tested the adverts we ran some localised Google pay per

click to test short lines of sales copy to discover some copy which

resonated with the local market. All in all, we spent a few hundred dollars

and got several lines of copy back that clearly spoke to the local market.

We integrated this copy into the newspaper campaigns and saw an

immediate 12% jump in enquiries. After some more testing, we saw a

further increase of 7%. This delivered an additional 24 enquiries per

month, which results in another 9 clients per month at the new

conversion rates. An extra 9 clients and rising every month for a few

hundred dollars!

Remember, we were simply using what was already there and making it

work a little bit better. This is essentially found money!

As you can see, these simple tests have delivered more than double the

previous return! This is basic marketing, but far too few companies do it

due to constraints on time, knowledge and resources, despite the overwhelming evidence of the effectiveness of simple strategies like these.





Phone: UK – 020 88 1684 77. US - 770 365 1953.

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Follow Up Marketing

Almost every skilled sales person will tell you that the average prospect

turns into a customer after 5 to 7 contacts with the business. The issue is

that more prospects convert on the first contact than on any subsequent

contact, so businesses tend to make only one or two contacts. They miss

out on all the prospects (sometimes as many as they converted in the

first two contacts!) who would otherwise have become customers if more

contact was made.

So why don’t businesses follow up 7 times if the average sales is made

after 5 to 7 contacts? It’s because of diminishing returns and the time andeffort needed to make the follow up. In many cases, the extra effort of

following up isn’t worth the return generated by the follow up if it is done

manually.

What if there was a way to follow up with interested prospects on

autopilot? What if you could follow up 10 times if needed while you slept?

Does this increase the conversion rate of prospects into customers? You

bet it does! This system of follow up marketing has been proven to

increase conversions of prospects into customers in every single industry

where it’s been tried.

Effective follow up marketing is a science in itself. It requires a highly

skilled direct response copywriter to tease out all the interest from the

prospects in a scientific way. It is close to being a formula now. Billions of

transactions have been measured from millions of customers by

thousands of marketers in hundreds of industries and the results are in.

Following up with prospects in a systematic fashion makes more

money...period. The good news is there’s an easy way to do this using

email.





Phone: UK – 020 88 1684 77. US - 770 365 1953.

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Repurposing a Website to Drive Growth

Like most small businesses, there was a website tucked away in the

depths of the accountancy business, doing nothing much, generating little

interest for the most common reason of all...no one knew it existed.

It wasn’t ranked in the search engines for the common terms on which

the firm’s prospects searched them out online. Many businesses suffer

from this problem. Is your website a waste of time rather than the profit

generating machine it could be?

The website was also poorly designed for direct response. It was simply a

“brochure” for the business. It wasn’t designed to have any purpose other

than to give the business a web site. The business had long since given

up on the website as a way to generate revenue. We set out to change

that.

The newspaper adverts only included the business phone number, so we

put the web site URL onto all advertising material and immediately saw an

increase in traffic. This was enough to begin to do some preliminary

testing.





Phone: UK – 020 88 1684 77. US - 770 365 1953.

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Building the Database

In addition, we did a quick redesign job on the site to start collecting

email addresses in exchange for a free report (like the one you’re reading

now!) which outlined the 7 mistakes people made when hiring an

accountant.

We tested variations of the landing page until 30% of the most interested

visitors were opting into the database to receive the free report. Then we

began to send the prospects professionally written emails to tell them

more about the business and crucially, to take away the most common

objections prospects had when dealing with a new accountancy firmbefore these objections even arose in the prospects mind.

These emails were written by one of our highly skilled copywriters. This

type of copywriting is a scientific skill which takes years to master.

The trickle of enquiries soon turned into a steady stream as we perfected

the messages and the landing page through split testing. Soon, we were

confident enough in the results to begin to spend money on traffic. We

bought some traffic on pay per click networks and on other

complimentary non-competing sites to further test the effectiveness of the messages.

We started out small, only spending a few dollars per day to perfect the

sales funnel. When we were satisfied that everything was working

correctly, we ramped up the spending to try to meet the capacity

constraints of the business. “How much new business can you handle?”

That was our key question.





Phone: UK – 020 88 1684 77. US - 770 365 1953.

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The Crucial Issue

The only reason we were able to quickly launch a money making traffic

generation plan was because we knew our numbers before we got heavily

involved. Knowing how the prospects were likely to react at each stage in

the sales funnel gave us a high level of confidence and certainty.

Quickly, the enquiries closed at a much higher rate than they had

previously. Frequently, people would call the office and ask to become a

client, thanks to the highly persuasive, automatically generated, follow up

emails they were receiving. This freed up the time of the accountants who

were previously engaged in this activity, which added further to the firm’sprofitability.

New clients were coming to the firm having had minimal contact with the

staff...the follow up emails were doing the selling job in sufficient

numbers so that the staff didn’t have to. Not one or two emails were sent,

but a scientifically written series of 7, designed to make enough contacts

with the prospect to tease out as much interest as possible in the firms

services.





Phone: UK – 020 88 1684 77. US - 770 365 1953.

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The Website and the Database

Before long, the website was ranked well in search engines and the email

messages were converting the free visitors from sites like Google into

paying customers...but even this wasn’t the biggest gain.

The database was being built steadily in the background and contained

people who opted in to receive a free report. This soon became a source

of revenue and highly valuable feedback. Other goods and services were

soon sold to this database.

The database was emailed offers from financial advisers, white label

reports on current tax issues, invitations to tax seminars and other add

on services. All the while, the automated email messages were sucking

every last bit of interest from the prospect database and converting them

into customers while the accountants got on with their billable work.

Since much of this traffic was free thanks to a few months of one time

work to get the site ranked well in Google, the return on investment

exploded.





Phone: UK – 020 88 1684 77. US - 770 365 1953.

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Automated Referral Generation

Once we had the free traffic in place, we included an automated script to

ask customers and prospects if they knew anyone who could benefit from

our service. In thanks for sending their family, friends and colleagues to

the site, we gave them a special paid report of their choice for free. We

now had automated and incentivised referral generation.

The End Result

What started out as a haphazard, expensive, time sucking and largely

ineffective sales funnel, ended up as a scientifically measured, highlyoptimised selling machine which now works around the clock with very

little input from the staff. It doesn’t get sick, have bad days or take

holidays.

In addition, the results continually get better with feedback from testing

and as we use other techniques to generate traffic and make it convert.

This sales funnel now handles traffic from newspapers, search engines,

Google maps, pay per click advertising, complimentary web sites and an

automatic referral generating strategy...and it puts the most interestedpeople into a database. We contact the people in this database multiple

times on autopilot.

Once in this database, the prospects receive a highly effective sequence

of email messages that are proven to turn them into customers in large

numbers.

When the phone call makes its way into the business, the prospects are

ready to become clients and need little further convincing. If they do,

highly effective appointment setters and client acquisition specialists greetthem. The end result is the head count is growing in the firm while other

firms are cutting back.

It all started with taking what was already there and tweaking it to be

more effective.





Phone: UK – 020 88 1684 77. US - 770 365 1953.

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Conversion Optimization Online

The beauty of the internet is that everything we do can be identified,

measured, tested and optimized. Very few people know about this and

even fewer actually do it...but we do!

It is a paradise for conversion and maths focused marketers. Today, we

can take an email, an advert, a keyword, a line of copy, a web page or a

something as simple as an image and determine several things about it:

· Is it hurting or helping my website visitors to become my

customers?

· How does it perform in split tests against slightly different

variations or placements of itself?

· Which version works best in driving revenue growth in my

business?

When we find a winning email, image, keyword, advert or piece of copy,

we replace the loser and start the process all over again. It’s actually

pretty simple to do this these days, but it can be time consuming.

Now, you might think, big deal, split testing is as old as the hills. Yes, it

is. The reason it’s as old as the hills is because it works...like crazy. Doyou do it? The odds are that you don’t...and this is a huge mistake. Let

me show you just how huge this mistake is.

To give an example, let’s say over time in your market, you raise the

conversion of customers into paying customers in a 4 level sales funnel.

Let’s say the sales funnel looks like this:

· Traffic sources at the very top of the funnel.

· The percentage of the potential traffic in your market which actually

lands on your website· Of those who land on your site, the number who opt into your

database

· Of those who opt in, the percentage who convert into paying

customers.

As an example, let’s say you raise all the numbers above from 1% at all

levels to 3% at all levels. Do you get 3 times more business?





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No, you get 81 times more business! 81 TIMES!

Getting more prospects to see your website is done through researching

and identifying where your prospects hang out online and optimizing your

website to be in front of them when they look for you. This gives you

more chances to be clicked by putting your message in the right place at

the right time.

Getting more people from your niche to land on your website is done

through traffic generation methods including search engine optimisation,

social media, video marketing, article marketing, pay per click

advertising, joint ventures, banner advertising and much more.

Getting more of those people to sign up is done through optimized copy

writing, effective offers and lead magnets and website functionality and

design.

Getting more to become paying customers is done through direct

response copy, follow up marketing, effective lead closing and optimised

systems to follow up with interested prospects.

The real beauty is that online, you get total transparency at each stage so

you can trouble shoot with ease any area which is under performing.

Are you starting to see the potential?





Phone: UK – 020 88 1684 77. US - 770 365 1953.

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The Most Common Mistake

Over and over again, we see the most common mistake businesses make

when trying to get on a path to growth. Often, the default method for

growth is more “spray and pray” newspaper or yellow pages type

advertising.

It’s no secret that this type of advertising is working less and less. People

are using search engines and social media sites to find local businesses in

ever increasing numbers. People want to get to know a company before

they do business with them. In today’s internet age, they expect the

internet to supply the information they seek. This trend isn’t going awayany time soon.

Being accessible and visible in multiple ways like phone, email, social

media, search engines and your website increases your chances of

landing the client. When you get this right, your business begins on a

virtuous upward spiral.

Make What You Do Work Well First

If you can make your current systems and processes achieve your desiredoutcomes first, you have a solid base from which to build.

Our approach is to take your existing funnel and make it as good as we

possibly can, using well established techniques with a bit of marketing

kung fu.





Phone: UK – 020 88 1684 77. US - 770 365 1953.

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The Best Place to Begin To Grow Your Business

By far, the best place to begin to grow your business is to find a way to

make your existing prospects convert into customers in greater numbers

first, before you do any more marketing.

Once you have placed your sales funnel into a process of continual

optimisation, many other areas of the business improve dramatically.

There is an old saying in marketing...”Half my marketing budget is

wasted; the problem is I don’t know which half!”

This saying no longer has to be true for any business. It is easy tomeasure and optimise everything online. That’s a given.

However, what many businesses don’t realise is that it’s just as easy to

do this offline with newspaper adverts, yellow pages adverts and other

offline advertising. Once your prospects are converting into customers,

it’s time to make the current advertising budget answerable.

This normally involves trimming a lot of the fat from the current

advertising budget and redeploying it where it will produce better returns.

If you first of all optimise your sales funnel, you will open up many othertypes of marketing opportunities to your business. When you understand

the metrics from your sales funnel, you can embark on marketing

campaigns with certainty, confidence and a good idea of your eventual

return on investment before you spend a penny!

Sending people to an ineffective sales funnel explodes your overheads if

you don’t have a proper structure in place to handle the conversion

process in a cost and time effective way. You need to know your

numbers. These days, this is child’s play to achieve in a completely

transparent way.

When you send prospects to an optimized sales funnel, you increase

revenue and encourage business growth...not overheads.

When companies stop advertising during a business downturn, often it is

because their systems for converting the leads they generate aren’t

effective. In many cases, they have been throwing money at pushing

prospects into a poorly converting sales funnel.





Phone: UK – 020 88 1684 77. US - 770 365 1953.

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Too few entrepreneurs understand the difference between advertising

effectiveness and sales funnel effectiveness. Advertising is intended to

drive targeted visitors...sales funnel effectiveness drives behaviour and

conversion.

Business Constraints

There are so many different places to drive traffic into your sales funnel

these days that the reality is your business constraints drive your

marketing budget. What I mean by that is that we sometimes turn our

marketing funnel off when we are booked solid.

We can scale our activity up and down at a whim in lead times measured

in days, not months. You can do the same once all the elements are in

place.

If you can continually identify and lift the constraints from your business,

you can drive all the revenue you desire, within the geographical

constraints of your businesses catchment area. This is the only constraint

that really matters these days for savvy business owners.





Phone: UK – 020 88 1684 77. US - 770 365 1953.

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Learn From the Wright Brothers

The Wright brothers made the first manned flight despite tough

competition from other aviators. Their approach differed from everyone

else in that they didn’t use a lot of horsepower to fly; they made a glider

with a small engine. Everyone else was trying to power their way into the

skies with huge engines, which put incredible force on the planes

structure and made it almost impossible to be reinforced and still fly.

The Wright brothers succeeded because their light glider needed very

little power. Once they perfected the stream lining, their success was

assured. They made their plane highly aero dynamic before they strappeda pair of engines to it.

This is like the approach we take to business growth. We make the sales

funnel slick and high converting before we turn on the power. The benefit

is that the cost of the power is very quickly paid back when prospects are

converting in high volumes.

The typical approach of most businesses is to throw so much traffic at

their sales funnel that some is bound to stick. They are trying to fly their

business with power, not aerodynamics. They continually work to gathermore prospects rather than to ensure their current prospects convert in

high numbers. This is a very costly mistake.

The end result of this spray and pray approach is a low conversion rate, a

high customer acquisition cost, sub optimal returns on advertising dollars

and the need to continually pay for expensive advertising.

Our approach delivers high returns on your advertising spend after we

have proven the effectiveness of the sales funnel. This drives down the

cost of acquiring new customers, increases market share, decreases timespent on follow up marketing and allows multiple new marketing avenues

to open up to your business.

Which way would you now prefer to grow your business?





Phone: UK – 020 88 1684 77. US - 770 365 1953.

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Does This Make Sense to YOU?

Hopefully, you can see the inherent sense, logic and effectiveness of the

strategies we use for business growth. These strategies are proven to

work, but there is another benefit...and it’s emotional.

Business people all over the world are suffering from stress and over load

in their marketing efforts. The uncertainty that comes from a poorly

optimised sales funnel and spray and pray advertising is a drain on the

creative and financial resources of business people everywhere.

The good news is that it doesn’t have to be like this.

By now you should be feeling pretty excited and relieved that you can

“solve” your marketing challenges so easily. Once we put our hard hitting

strategies to work for you, you’ll find the road to success is smoother than

ever before.

Imagine knowing with a high degree of certainty you can ramp up your

business with a lead time of a few days, bringing in more customers on

demand. Once we trim the fat from your advertising budget and optimise

your sales funnel, prospects and database, this is exactly what will

happen. You’ll push returns ever higher.

We can help make your entire advertising budget transparent, answerable

and high performing so that you can do more of what is working and less

of what isn’t...and this is mostly a hands off solution after an few initial

consultations.

So many businesses have reaped the benefit of these powerful strategies.

What they have discovered is this…once the ball starts rolling and the

wave of customers begins to come in, there’s no turning back. The

growth potential here is really unlimited.

Here is the dream solution we are offering you today.

Our strategic marketing staff, search engine experts, web designers and

copywriters are standing by ready to put in place the strategies and

tactics which can have a fast and profound impact on your business. We

guarantee to increase your business effectiveness in 90 days.





Phone: UK – 020 88 1684 77. US - 770 365 1953.

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Here’s What you Need to do Next.

First – Call us for a free, no obligation telephone consultation on 0044 20

88 1684 77.

Or…

Send us an email today at [email protected] and we’ll

get right back to you.

Second – Get prepared for a business (and life!) transforming

conversation. I’ve listed some qualifications below that our clients seem

to have in common, and which we look for in our clients. These shouldhelp you decide whether or not we should talk further.





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Ideal Qualifications

1. Own your business. (Decision makers only, please.)

2. Frankly, be “money motivated.” Have a strong interest in

improving the financial rewards of owning a business.

3. Have the willingness and discipline to adhere to a proven system of

marketing your business. (We do all the hard work for you.)

4. Have the capacity to accept and handle a new wave of customers

every month.

If you meet most or all of these preliminary qualifications listed above,

then I’d like to invite you to email me or give me a call at your earliest

convenience. During our phone conversation we will cover the following:

1. Establish you meet our client qualification criteria.

2. Explain exactly how the Quark approach works, why the Quark

Marketing Group was developed…and exactly what it achieves.

3. Explain all the economic factors…including costs and timing.

4. Give you the option of having an initial in depth analysis of yourmarketing strategy and web presence to identify ways we can help

you grow.





Phone: UK – 020 88 1684 77. US - 770 365 1953.

Final Word

I hope you’ve enjoyed this report and are excited by the possibilities.

The next step is up to you. It’s an easy one and there is no obligation.

Just call us on 0044 20 88 1684 77 in the UK or in the US on 770 365

1953 or send us an email today at [email protected]

and we’ll get right back to you.

You’ve already come this far in your business. I urge you not to let this

opportunity slip through your fingers.

I look forward to hearing from you soon.Regards

PS – If you have any questions or comments, please feel free to drop us a

quick email. We aim to answer all emails within 24 hours. You have

nothing to lose but the fear, frustration and worry of having a hit and

miss marketing campaign and web presence.

Quantum Growth

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