How to Out-Sell, Out-Market, Out-Promote, Out-Advertise Everyone Else You Compete Against Before They Even Know What Hit Them PAUL F. GORMAN DEDICATED TO JOANIE, MY WONDERFUL WIFE Copyright 2011 by Paul F.Gorman Smashwords Edition This ebook is licensed for your personal enjoyment only. This ebook may not be re-sold or given away to other people. If you would like to share this book with another person, please purchase an additional copy for each recipient. If you are re reading this book and did not purchase it, or it was not purchased for your use only, then please return to Smashwords.com and purchase your own copy. Thank you for respecting the hard work of this author. “This book is an eye-opener to success and wealth through proven strategies – if you don’t feel inspired when you read it you best check yourself for a pulse!” Charles Hallett, Expense Reduction Analysts What this book can do for you * How to take total control of your business – and results! * Why investing in your business will make you 100-times more money than any passive investment you can name * How to increase your sales by 500% - maybe more – virtually overnight * How to create headlines and opening gambits that bring your riches * You have only 4 seconds to grab a customer’s attention – here’s the key. * 16 response words that increase the power of your headline. * 21 money-earning headlines – adapt them for your business! * The greatest success principle of all time – it’s virtually impossible to ever fail in business when you apply this to everything you do. * A powerful 7-step formula that keeps customers riveted to your sales message. * How to spot endorsements and testimonials that persuade customers to buy – and reject those that do not. * Why it’s true “the more you tell, the more you sell.” The most important lesson you can ever learn about communicating to your customers or clients. * ‘Reasons-why’ advertising – it will significantly increase the validity and selling strength of your letters, advertisements and brochures. * Why every business should have a profit-generated database installed * 33 point check list for your business * The 7 biggest sales letter mistakes and how to avoid them. * Become a customer of yours for a day – you’ll be amazed what you discover! * Why you MUST specialise to achieve outstanding growth. * Six effective ways to ask for the order and get it! * Five golden rules of customer targeting – use these to as much as DOUBLE your sales. * My Secret Weapon. Not one in twenty businesses understand this critical customer philosophy. As soon as you apply it to your business, your sales and profits will soar through the roof. * 10 rules for writing sales letters that make big money. * Add one component to your sales letters and response will increase by up to 300% * 10 winning techniques to make small ads pay. * 10 winning techniques to make large ads pay. * How to increase response to your flyers and inserts by up to 800%! * Revealed: How to multiply sales from brochures and catalogues. * How to skyrocket your sales by adopting this simple method of communicating with customers. * Analysis of a £2.4 million sales letter. * How to double your sales – or more – by accessing other company’s customers. * How to attract 100’s – 1000’s of new customers or clients within just weeks. * Plus much more! Let this book guide you to outstanding levels of business success and wealth. Read it again and again, do exactly as it says, and you will open the door to fabulous achievement and riches, plus a nobler, finer and satisfying life. Table of Contents Publisher’s Notes How This Book Works Introduction PART ONE HOW TO PRIME YOUR BUSINESS FOR MAJOR LEAGUE RESULTS Chapter 1: How To Change The Odds Of Winning And Super-Charge Your Business With New Sales Chapter 2: The Key To Super-Growth Most Business Owners Chapter 3: Marketing Your Business Is The Ultimate Investment PART TWO HOW TO WIN NEW CUSTOMERS BEFORE YOUR COMPETITORS Chapter 4: Image Or Direct-Response? Chapter 5: The Million Pound Sales Key Chapter 6: How To Keep Customers Riveted To Your Sales Message Chapter 7: Explain What You Sell In Detail Chapter 8: Generate Higher Response By Giving Your Reasons-Why Chapter 9: My Secret Weapon... Risk Reversal Chapter 10: Risk Reversal PART 2. Getting It To Work For You Chapter 11: Market To Your Intended Customers Only Chapter 12: How To Target Your Most Ready-To-Buy Customers PART THREE HOW TO WRITE SALES LETTERS, ADVERTS, FLYERS, INSERTS & BROCHURES THAT SELL Chapter 13: The Key To Writing Sales Letters That SELL Chapter 14: Increase Response To Sales Letters Up To 300% Chapter 15: How To Out-Advertise Every One Of Your Competitors Chapter 16: Chance Discovery Reveals How To Increase Flyer And Insert Response By Up To 8 Times Chapter 17: Revealed: How To Multiply Sales From Brochures and Catalogues PART FOUR 7 RAPID BUSINESS MULTIPLIERS – HOW TO GENERATE £10,000 - £100,000 NEW BUSINESS AND CASH, VIRTUALLY OVERNIGHT Chapter 18: Rapid Business Multiplier #1: Test And Market The Clear Winner Chapter 19: Rapid Business Multiplier #2: Communicate Regularly With Your Customers Or Clients Chapter 20: Rapid Business Multiplier #3: Start A Profit-Generating Database Chapter 21: Rapid Business Multiplier #4: Discover What Your Customers And Prospects Really Want And Give It To Them Chapter 22: Rapid Business Multiplier #5: Make It Easy And Pleasurable For Customers To Buy From You Chapter 23: Rapid Business Multiplier #6: Access Other Company’s Customers To Double Your Sales, Or More Chapter 24: Rapid Business Multiplier #7: Recognise The Lifetime Value Of A Customer And Market Accordingly PART FIVE THREE BONUS CHAPTERS Bonus Chapter 1 How To Put Your Business On A New Course Of Success In 30 Days Or Less Bonus Chapter 2 How To Find Up To £1,000,000 New “Cash” To Rapidly Increase Your Sales Bonus Chapter 3 Why You Must Create An Entrepreneurial Business Environment To Achieve – And Maintain – Outstanding Success. WHAT NOW? IMPORTANT NOTES Publisher’s Notes This book was first published in 1998. Although the information, help, tips and advice remain just as valid and helpful today, some things have changed. Prices, for example. And most of us have now probably heard of a company called Amazon! I’ve left the prices as they were - any changes made for this edition will just go out of date as well. Please do remember the date of the original book as you read this one though. Where possible, I’ve converted sales letters to plain text so that they will work in whatever formats and sizes you are using. Images have been used to display layouts, but the original detail has suffered in the conversion to ‘one size fits all’ ebooks. That’s the nature of the beasts, I’m afraid. So where relevant, I’ve also included the body copy text of the ads. I do hope you enjoy the book, it is one of my all-time favourite business references, and has certainly helped me along the way. Paul Hurst How To Use This Book To Grow Your Business This book is divided into five parts. Although I know you will be tempted to flick through it, and go straight to sections which apply to you most, you should, when you’ve finished flicking, read the whole book in order. Why? Because this information is most powerful only when you use it in combination. For instance, if you skipped right to Chapter 15: How To Out-Advertise Every One Of Your Competitors, without understanding the secrets of human-response found in Part 2, you’d miss out on the power of persuasion that enables you to write powerful ads. The book gives you—Part One: a revealing understanding of your business’s real potential to attract customers and generate wealth. Part Two: an understanding of human nature—the strategies and communication approaches that compel customers to respond to your sales message. Part Three: high-profit marketing techniques, methods and concepts you can use to rapidly build your business. Part Four: Cash generation—how to generate up to £10,000- £1,000,000 new business and cash, virtually overnight. Commit to applying the strategies in this book. They work! Here’s what I suggest: If your e-reader makes it possible, highlight every passage that is important to you as you read it. Tests have proven that when you highlight a passage, you absorb information two-three times more effectively. Second, take immediate action on each worthwhile strategy. That said, let’s move on... Introduction Growing your business is a SCIENTIFIC process. Contrary to most professional advice, the process of attracting buying customers to your door is uncomplicated, logical, and systematic. Fundamentally, you only need grasp one simple— but critical— principle, in order to build your business to almost any size and financial level you want. Nothing can stop your progress once you incorporate this foundational principle into every contact you have with customers and prospective customers. It is this: No matter what business you are in, you are really selling to the same customer as every other business: a PERSON! Think about it. Whether you are looking to buy a bar of soap, a washing machine, a car, a copper pipeline, a PC, a holiday, a.... book!, you want the same basic fulfilment from your purchase— benefits, results, and value for money. That’s all you care about as a customer. That’s all your customers care about when they buy from you.