Peter Butler - 34/34 - Smart Mortgage Marketing

Peter Butler

Business Building 101

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This is the fundamental business building premise but it still needs to be mentioned.

So many people get caught up in a lot of “Business Building Activities” and forget this one simple principle.

There are only three ways to grow your business:

1. get more new clients

2. get your existing clients to come back more often

3. get your existing clients to dig deeper and spend more each time you do business

That’s it, there are no other variables.

What you may not know is that steps 2 and 3 are cheaper and easier to do. It is far cheaper and easier to have your existing clients return to your store more often or to have them spend more money with you than for you to go chasing new business.

The sad news is that most retailers spend most of their advertising and marketing dollars on the first step… and get stuck there.

Don’t misunderstand us, we are all for having new customers. We’ll talk about that shortly and we have some great strategies for that too.

The big bonus with having your existing clients return is that you have already established trust and therefore they tend to spend more on their second and subsequent visits with you.

The first step in getting new clients is where most people focus their energy and their marketing and advertising dollars. Getting new clients is great, however it is far more expensive to market towards gaining new clients than it is to market to your existing clients.

We know from experience, that a lot of people are thinking at this point “But my business is different” or “We tried that and it didn’t work” or “I just can’t see how we can make it fit our business”.

Would you be interested in learning strategies and techniques that make this easy?

Are You Going To Commit Yellow Pages Advertising Suicide This Year?

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certificate_broken70I’ve just finished working through the huge stack of Yellow pages Critiques that came in from those savvy salon owners who invested in “Salon Yellow Pages Advertising Secrets” and got their bonus critique.

I think for most salon owners the critique they got was a mix of pleasure and pain.

The painful bit was the dose of brutal reality about how bad their ad really was and the money they’d left on the table… or they’d literally thrown away over the years depending on how you want to look at it.
It was a slap in the face for some as not many really knew how much money they’d made… or not… from their Yellow Pages ad. It was not definitively measurable. And it’s not that hard to make your yp ad measurable, I mean, more so than the haphazard way of hoping that your staff will record where your new clients come from.

All your advertising should be measurable and it should always pay its way when you factor in the lifetime value of a client principle.

Imagine if you did the math… and it’s always about the math… and you worked out that “your yp ad cost” divided by the “new yp clients” equalled $330 plus.

Would that freak you out? It would me and it did one client too. Ouch! $330 cost for each client.

They had no idea on the math for their ad and they had never figured their client acquisition cost before… Now, if you’re a high end high priced high average client spend salon that’s fine but if you’re not… you’re in trouble.
Their ad actually generated a reasonable number of new clients but the math wasn’t working so my take was this… Let’s turn that ad around and turn it into a new client generating money spinning ad. An ad that would give them the command position for their category.

Here’s some food for thought.

If you look at any page in the yp directory and divide all the calls evenly between all the ads, including yours ‘cause if your ad has the “sameness” of all the other ads, like a bullet point list of what you do and your business name at the top of the ad then it is a “sameness” ad and not a “commanding” ad so just divide it between the other ads the same size.

What % do you think your ad pulls right now? 10%… 20%… 30%… maybe. What would your business be like if you could double that? What would your life be like then?

This is where the pleasure part came in for these salon owners.

Why? They realised that they could probably pull 70% or 90% or even 100% of the calls. It can be done with a cleverly crafted ad and if you make a great offer. It was that simple (plus a heap of other secrets from the manual). And they could easily measure the results too.

The other pleasure was they actually got a real live over the phone critique session with me, which is a part of the over delivery of service that we do at Worldwide Salon Marketing.

I never told anyone that as a part of their critique I would actually phone them up. The deal was you submit your ad and I’ll critique it and get it back to you but hey, my thinking was it’s a lot easier to understand if I actually get you on the phone and walk you through it.

Here’s what Lesley Morgan-Wesson said only a week after she got her manual.

Rapt with Yellow Pages Critique

“…I am THRILLED…!” Thank you SOOO very much for your help with my Yellow Pages advertisement. I couldn’t even have started this without your “Salon & Spa Yellow Pages Salon Secrets”. I did exactly what you advised… built the whole ad by implementing your page by page instructions. Not that this was easy… but it was a whole lot better than anything I have ever come up with on my own.
Of especial help was your availability to critique the ad… I don’t know how you come up with these amazing ideas… every time I changed the ad using your suggestions it became tighter… more powerful and I could see how the whole ad jumped out to grab the reader with a power packed grab of benefits. I’m thrilled with it!

Lesley Morgan-Wesson, Lady at Bay, Neutral Bay, New South Wales.

Now, good news for some salon owners.

I’ve just found out that some districts still have a month to go before the yellow pages deadline closes so there’s still time to get your copy of Salon Yellow Pages Advertising Secrets
For those who’s deadline has already closed!!!

Get the manual now anyway so you can follow the testing tips (Yes, you can test your ad before you give the yp people all that money) which means you will have a finely tuned and well crafted ad to get a big jump start for next year. You can test to your hearts delight and you’ll still get your critique. You don’t get better than that.

A “Barbarian” or “Brazilian”

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You know how some days you’re just a bit flat?

Your not on top of the world but you’re OK… but then something happens and you realize that you really did need a ‘pick me up’. There’s gotta be nothing better than a really deep bellied laugh to lift the spirits and change your outlook for the day.

I was on a coaching call with Sharee Sims of Beauty Revival Clinic in Bunbury and she changed my whole day with just one sentence. This has to be the ‘faux pas’ of the decade for the beauty industry.

A client came in and asked for a… wait for it… a ‘Barbarian’.

Now, it was actually Sheree’s daughter who handled the client and we have to award the ‘Diplomacy of the Month Award’ to young Riana. Well done Riana, you managed to keep a straight face I believe. You will go a long way in this business.

Now, to be fair to the client and looking at this from their point of view. Was it their first time, maybe she was tires and just got tongue tied. Maybe it was done under duress from her partner and that was actually her veiw on it…

Maybe she just thought it was barbaric. It’s a matter of interpretation with a ‘Brazilian’ really… hey, each to their own.

I suppose we’ll never know what happened for that lady. “Barbaric.” Ya just gotta laugh don’t ya!

Regards

Peter Butler

A slightly fragmented auto biography of Peter Butler.

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A slightly fragmented auto biography of Peter Butler.

Peter’s passionate about being passionate… in everything he turns his hand to. Why not throw yourself at it and do the best you damn well can?

Why do think he has the email signature… “… and whatever you do, do it heartily…” It’s a life motto that Peter lives by.

Peter Butler was born in Perth, Western Australia of an Irish Father and an Australian Mother. He has since comes to terms with his father being Irish. Peter and his wife Linda got married in 2000 and were both virgins when they married. Peter has a 14 year old son who thinks he’s 22. He also inherited 3 gorgeous adult daughters and became a proud grandfather overnight… with 6 grandkids and another 2 on their way… and he still has no grey hair.

Peter’s working with Worldwide Salon Marketing and oversees the coaching of over 300 salons (and growing daily) with their Direct Response Marketing. He personally coaches, one on one, around 120 business owners to make truckloads more money.

Peter’s been in the retail and service industry for over 27 years and is evidence that retail is retail. It really doesn’t matter what the industry although most people respond with “Oh, but my business is different…”

Yes, Peter well knows that each industry may have its own language and terminology but the principles are the same. Certain skill sets may also need to be developed yet the same fundamentals still apply.

Peter’s passion and mainstay has always been in sales and marketing. He’s a hands on get down and just do what needs to be done sort of a guy. Peter’s shifted from the automotive industry to a short stint in health food stores to Kirby vacuum cleaners through to engineering and over to the mechanical industry then into management for the tyre and exhaust industry before switching to garden centres and then a long run at the landscaping and gardening business before swinging all of that knowledge and experience into the sales and marketing information industry.

What drives Peter now is the shortfall for most business owners in their sales and marketing. This shortfall always shows up as a lack of money or time or both. He is now a business builder and helps people take control and turn their business around. It’s about building businesses for sale or lifestyle.

Peter has been in storefronts and workshops to homes and yards to telephone rooms, warehouses and shopping centres to offices and showrooms and to the great outdoors and back again to administration centres and offices so he knows the front end and the back of business.

Peter’s damn good at what he does and loves it. Hey, if you’re good at something and you can do that to make money… that’s gotta be the greatest. It’s like the business owners Peter coach’s, the majority are damn good at what they do and to be able to help them move to the next level and make a truckload more money along the way… and all toward an easier lifestyle… now, that’s living… really living.

Smarter Business Profits is all about cashflow. Cashflow is King and all business owners need to know the Direct Marketing Secrets to creating a constant flow of Cash into their business. DIY is a great place to start and you choose where you go from there…

Garden Design and Landscaping from one of Peter’s businesses “Peter’s Plants and Gardens”. Gardens to die for…

Peter’s Downloadable Audio Books Website

This is Peter’s Internet Marketing Business Startup site with a truckload of tools and tips to help any person make money online, internet marketing, business strategy, internet marketing online, internet business