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INSIDE THIS ISSUE:
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A Killer, Hypertargeted, Local Marketing Campaign The 5 Things Every CEO Needs to Focus on Daily Up Your Game With Design Pickle Spotlighting Alicia Neu
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Testimonials Good News
PAGE 6 PAGE 7 PAGE 8 A Backstage Look at the Wins and Challenges of Our Referral Campaign ‘REMEMBER, BOYS, THERE ARE NO POINTS FOR SECOND PLACE ’ Getting New Customers Is Hard! Go, Go, Haim Saban! Book Review: Black Hole Focus
At our next Monday meeting, we announced the program to the whole company. We told them what to expect, along with an overview of the program, so they could answer questions and encourage our clients to sign up and refer. That meeting is where we made our first major mistake. With all the planning we’d done and all my years of experience, I knew we’d need my team behind us to make this a huge success. But what I didn’t consider (and should have known) was that you need to incentivize people if you really want them to give it their all. We didn’t offer any incentive to our customer service team, which meant we didn’t have enough human capital committed to making the campaign a success. Another mistake, in my opinion, was the date of the trip. Because of my crazy travel schedule, the date was in flux from the start. Now, we didn’t know this was a mistake at the time, but it ultimately turned out to be an issue. THE LAUNCH With a long-term campaign like this, there typically isn’t some major launch where hundreds of leads
referral program was embarrassing and we needed to step up our game.
A few weeks ago, I got back from our awesome Vegas referral contest trip. Everyone had a blast, we all made new friends, and I personally got to race a 12-cylinder, 600-horsepower Aston Martin. I really enjoyed the trip and would highly recommend the race car experience to anyone heading to Vegas. But this wasn’t all about fun and games. Our aim with this referral campaign was to grow our business and get more customers. The good news is, we did that and built some awesome relationships with the people who attended. In the process, I learned a ton about event-based referral marketing, so I’m going to peel back the curtain and share those lessons with you. PLANNING, PREPARATION, AND PROMOTION This campaign came about because getting new customers here at The Newsletter Pro is like it is for most of you — hard and expensive. On average, we spend $1,200 to get a new customer. Like many, we’ve always had some kind of referral campaign going, but the reward has sometimes been less enticing than it needed to be. Shortly after (literally) writing the book on referrals, I told the team that our
My parameters for the referral program were simple:
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The prize had to be an experience.
The prize had to fit within our current cost per new customer. The experience had to be something most wouldn’t do on their own. The qualifying referral period had to be a minimum of six months in length. After a short brainstorming session, we came up with three or four good ideas, but the one that we agreed would be the most enticing and motivating was the Vegas race car experience. Now that we had an idea, we needed a goal, a budget, some marketing muscle, and a start date. We brainstormed ways to market the referral promo and got to work on the creative plan. We made program landing pages and special client landing pages. We created inserts, emails, and postcards. This campaign was no different than any other marketing campaign … or so we thought. • •
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KILLER REFERRAL STRATEGIES
… AND ITS ONLY KRYPTONITE A KILLER, HYPERTARGETED, LOCAL MARKETING CAMPAIGN
I’m in the process of selling a rental house I own, so I’ve been on the lookout for a real estate agent. The market is super-hot in Boise right now, and this is a house I don’t want to keep as a rental (it’s a little too nice). My wife recently brought to my attention a specialist real estate agent for that subdivision. Each month this agent posts to the subdivision's Facebook group and mails out postcards about the homes that have sold and how much they’ve sold for. She talks about being a neighborhood specialist, and frankly, she is doing everything right to generate listings in this neighborhood. Although I don’t know for sure, my suspicion is she is listing quite a few houses in this neighborhood, because the image she puts out is that all she does is list houses in this neighborhood. But I know her secret. She does this local neighborhood marketing to many of the subdivisions in my city. I know this because I get similar marketing from her at the house I live in now … in a different subdivision than my rental. She changes out the stats and uses some variable data for the name of the subdivision, but the nuts and bolts of the marketing is identical. As a guy who loves marketing, I have to say that, for the most part, what she’s doing is impressive. I have little doubt she’s very successful with it. I am surprised more people in the area haven’t copied her — but then again, most people are lazy, so that shouldn’t surprise me much. HYPERTARGETING IS KILLING IT! You can create postcards that use variable data to mention you’re the go-to dentist, lawyer, and financial adviser for XYZ neighborhood. You can join the neighborhood Facebook groups and make helpful posts, building your brand image all the while. You can easily create a community event for a neighborhood and bring everyone out for a good time while you generate some leads. You could even gather up several other people who service the If you’re not a real estate agent, that’s okay, because you can also create a hypertargeted local campaign.
neighborhood and split the cost of a newsletter to all the homeowners. We’re seeing more and more of this for mass mailers. There are a lot of options for you, and when you get hypertargeted with local marketing, and the neighborhood feels like you specialize in their area, you end up getting more business in the neighborhood. This gets more people talking, which can create more referrals, and then increases the number of customers you have in the neighborhood until you basically “own” that subdivision. Now all you have to do is rinse and repeat. RELATIONSHIPS ALWAYS TRUMP MARKETING This agent did many things right, but she did two things very wrong. First, her numbers were off more than once in the info she was sending me. The issues weren’t major, but I’m a numbers guy, and it bothered me. The second challenge she had no control over, and here’s why.
I have an associate, a broker, I’ve casually known for seven or eight years now. Because of our long- standing relationship, I chose to go with the person I’ve known for many years over the specialist I just met. Overcoming a multiyear relationship with marketing alone is a near-insurmountable task. This is why building that relationship is so important, and why you need to make sure you are getting personal in your articles and other content. You see, the final challenge she couldn’t overcome was my relationship with another service provider. And while she may not have control over my relationships, she could have done more to add personal touches and build relationships with her marketing. This is a step that should never be overlooked.
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COVER CONTINUED ...
acrobatic plane and participate in a mock dogfight 15,000 feet in the air. This isn’t virtual reality — you will be strapped into a real fighter jet and fly in the skies over Las Vegas. You’ll have a former military pilot sitting beside you, but once in the air, it will be all-out war. You’ll get to fly and try to shoot your opponents out of the sky to prove you have what it takes to be a Top Gun fighter pilot. (Okay, maybe not out of the sky, but you’ll get to shoot lasers at them and try to trip their sensor. But that simply doesn’t sound as dramatic as “shoot them out of the sky,” so that’s what I’m going with.) This year, we’ve upped the budget, incentivized the team, and increased the marketing, all to make sure you can come experience the once-in-a-lifetime ultimate Top Gun Experience. Visit www.thenewsletterpro.com/topgun to enroll in our referral program. I look forward to seeing you in Vegas … and shooting you out of the sky!
hosting the event while many already had spring break plans ended up not being a good move.
come into the system, but when we did kick off, the campaign leads started making their way to us in short order. Once you have leads, you now need to convert them into sales. We have a long sales cycle, so it took about six weeks before we had our first sale with this referral list, but we had points on the board and our efforts were starting to pay off. Another mistake we made (that I know many others make, as well) is that we ran the campaign like a solo service provider runs their marketing. It was either feast or famine. We’d do a big promotional push, get a ton of leads, get busy with the leads and all the other marketing we had going on, and then we’d slow down on pushing while we focused on everything else. Next thing you know, the leads for the referral program stopped coming in because we weren’t marketing (surprise, surprise), and so we'd eventually make another push and start the cycle over again. After seven months of this, the referral program was done. We ended up with 30 referrals from the program, which was a good return. Then, we were faced with planning the trip. The first thing we had to do was nail down a date. We had only a few weeks when I could make the trip, and one of them happened to be over March Madness, which blew the budget out of the water. The second was very late March, which I opted for, not realizing that for half the country it was spring break. My goal was to get people to attend, so
My team got on the phone, and we started dialing each of the referral prize winners and confirming their attendance, which landed us just over half of the eligible attendees. Unfortunately, the other half couldn’t come due to other obligations. Now, we can give away the coolest rewards, but if we don’t get people to come, we lose out on a ton of the value of a trip that boasts excellent relationship- building and networking opportunities. Once we all got down to Vegas, we had an amazing time. We ate and drank at Diablo’s Cantina. We all picked exotic sports cars and took them around the Las Vegas Speedway. As I mentioned earlier, I got to meet with some fantastic people — we joked, networked, gambled, and had a great time. Other than the weather being a bit cold the first day, I wouldn’t have changed a thing. After the trip was over, I found myself wishing we all had more time together, which is why I’m going to learn from both the wins and missteps of this trip. I'm happy to announce that our next referral program is going to be even bigger and better.
– Shaun
With that said, I have one question for you: “Do you feel the need? The need for speed?”
P.S. If flying isn’t your thing, we’ve got you covered with an alternate adrenaline-pumping adventure as we
If so, you’re not going to want to miss our Top Gun dogfight experience. Our new referral program is launching this month, and we’re going back to Vegas for a real-life Top Gun fighter pilot experience. You’ll get to take the controls of an
revisit the Las Vegas Speedway for the exotic race car experience. This is an incredible option for those who prefer to keep both feet firmly planted on the ground.
BUSINESS TOOLBOX
THE 5 THINGS EVERY CEO NEEDS TO FOCUS ON DAILY
and grow. To do that, the CEO needs to focus on the following areas 80 percent of the time. EDUCATE YOURSELF. So few people read after they leave college, but when you research the world’s richest people, you find that they read all the time. They are constantly learning new things. As advancements in all areas of life continue to make changes in the way we entrepreneurs run our businesses, it is important that we keep up.
Do you want your company to thrive? Do you want your company to grow? These might seem like silly questions, but for some, the answer is no. For whatever reason, they are happy where they are and simply aren’t motivated to move forward. Sometimes, the answers to the above questions are yes, but the person lacks the experience and tools to bring the desires to fruition.
My guess is, since you’re reading this newsletter, you are someone who wants their company to thrive
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RESOURCE OF THE MONTH
Up Your Game With
Numerous times over the last few years, I’ve told my team that I’m not the CEO to lead our company 12 months from now, but that I am committed to becoming that CEO. To do this, I read nine books a quarter, am in two mastermind groups, and attend numerous conferences each year. Educating yourself as the leader is even more important the faster you want to scale up. SET THE VISION. It is your job to set the vision for the company. What will this company be like three years, five years, and 10 years from now? What new products or strategies will you develop? How will the culture be at your company 12 months from now? You have to set the vision for the future of the business. This task can’t be delegated. If you aren’t on board and leading the charge, the company will go nowhere fast, which is why you have to spend time setting and managing the long term (three- to 10-year) vision for the company. CREATE THE STRATEGY. As CEO, you have to help develop the strategy to make the vision become a reality. You don’t have to be an expert in all areas that require strategy, but you need to be involved in the planning or approval process for any areas that affect the overall long-term vision of the company. This can include items like goal setting, culture, sales and marketing, etc. WATCH YOUR CASH. Your job as CEO is to make sure you never run out of money. This may seem like a no-brainer, but so few people truly have a handle on the financials of their business. Even if you have a CFO, it is still your job to make sure you never run out of cash. The remaining 20 percent of your month can be spent on the day-to-day work of the business, or on being the celebrity. It can be spent hanging with the team or creating content. But the more you can live and manage the above four areas, the faster you will grow and, in most cases, the happier you’ll be.
walk away at any time. There are a few things they won’t handle, like original logos, your monthly print newsletter (that’s where we come in!), and web design. But for almost everything else, they’re a fantastic go-to. This opportunity means several things. First, you can up your design game . The fact is, design matters a lot, and people are really good at spotting bad design. They might not know how to fix it, but you can bet they’ll laugh or say something to a friend. You’ve probably done something like this yourself at one point or another. Would you like to be the business that’s getting laughed at? Of course not!
As business owners, we have a real need for good design. We need posters for events, flyers to distribute at conferences, and infographics for the website. All of these require professional design if we’re going to be taken seriously. But do these needs justify hiring a full-time graphic designer at $2,000 a month or more? Enter Design Pickle, a company that can take care of those needs for less than $400 a month. For that money, you’ll get a dedicated designer and account manager and unlimited design requests and revisions. No hourly billing. No “changing scope” or other shenanigans. And no contract; you can
On the Road with ALICIANEU
Alicia has been with us since 2014, and that means she’s ridden the roller coaster of growth. We sat down with her to talk about changes big and small. “The Newsletter Pro went from 20-ish people when I started to 60-ish now, which is a lot of growth,” Alicia says. In that time we’ve also moved office buildings, shifted goals, and reorganized the company completely. “The processes and systems changes are the biggest ones,” says Alicia, quickly adding, “for the better. We’ve changed how we handle business, and that’s led to improved efficiency on all fronts.” As one of the best project managers at the company, that improved efficiency
has helped Alicia tackle more projects and lead her team through transitions.
Unfortunately, all good things must come to an end, and Alicia is tendering her resignation this fall to fulfill a longtime dream: a doctorate in clinical psychology at George Fox University. Alicia says, “I read the book "Sybil" when I was 12, and by 17 I had the path to my career in psychology all mapped out.” Alicia visited the school four years ago and is excited to take the plunge into this new venture at a prestigious institution. “My husband, Austin, and I are moving to Portland, and we’re very excited.” And while she can’t verbalize it herself, Alicia assures us her dog, Athena, is also thrilled.
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SUCCESS STORIES
Say goodbye to flyers made in Microsoft Word using clip art; Design Pickle’s work is clean, professional, and of a piece with the rest of your branding. Second, you can put out more designed products . Unlimited really does mean unlimited; there’s no reason not to have as much help on as many of your designs as possible, and Design Pickle has all sorts of ideas on how to use their services. It costs the same to create designs for company T-shirts, newspaper or magazine ads, and flyers for your next webinar as it does to just design the T-shirts. Seriously, go nuts with it! Finally, you can get back to doing your job . If you’ve been handling design tasks yourself, outsourcing that work frees you up considerably. Even if someone else in your office has been doing the work, unless they’re a trained graphic designer, their time could probably be better spent handling other tasks. Head over to designpickle.com to see samples of their work and watch a free webinar on how they can help your business succeed in the design sphere. Then, go to designpickle.com/love for their free download of the Five Love Languages of a Graphic Designer, designed to help you get the most value and quality from your design team!
“Newsletter Pro is a great service; it practically pays for itself with the number of referrals we get at our firm. Several times, we have had a client reach out to us because of a newsletter article, or they shared it with someone who reached out to us. It’s a great service, and we have been with them for the past three years!” – Kim Franklin, Turley Law Firm
“I have been working with The Newsletter Pro staff for almost two years. They are so awesome to work with. They make having a first-class newsletter to constantly deliver to my clients very easy. I highly recommend the team!”
– Steve Arendt, Teeco Solutions
Have You Heard the Good News?
Psalm 119:73 — You made me and formed me with your hands. Give me understanding so I can learn your commands. James 1:5 — If any of you lacks wisdom, he should ask God, who gives generously to all without finding fault, and it will be given to him. Romans 8:26-27 — In the same way, the Spirit helps us in our weakness. We do not know what we ought to pray for, but the Spirit himself intercedes for us through wordless groans. And he who searches our hearts knows the mind of the Spirit, because the Spirit intercedes for God’s people in accordance with the will of God.
When she’s not working hard at the office, Alicia loves to travel. “I’d love to visit 30 countries before age 30,” she says, “and I have a trip through eastern Europe that would knock another eight off the list.” She’s visited seven countries at this point, including far-flung locations like Costa Rica and Italy, but Germany is her favorite — so far. Alicia says, “I love good food, and that’s one of the reasons I love to travel.” We wish Alicia luck in her future ventures, and hope she enjoys the fantastic culinary scene in Portland!
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MARKETING TOOLBOX
GETTING NEW CUSTOMERS IS HARD ! Focus on Keeping Them for Long-term Growth
It is easy to be mesmerized by the beautiful sounds of cheap and easy new customers, but in 99 percent of cases, that's absolute BS. In your business career, what has lasted that has been super easy? When someone tells you, “Give me $1, and I’ll give you $5 back,” you know, deep down, they are not being truthful. They aren’t going to take your dollar and do all the work so you can sit on the beach. It would be nice if that’s the way it worked, but that’s not reality. When a customer cancels, it’s exhausting and difficult to find new customers, and it’s for this reason that cancellations are the bane of business growth. In the last few years, I’ve gotten to know the CEOs of a couple companies that make 100 million dollars or more per year, and you know what they focus on? Their churn (cancellation) number. They lose sleep over it, they fight to keep their customers, and they make plans and spend millions from the budget to make sure no one leaves. But why? It’s what I’ve been saying all along: Getting new customers is hard. They know they will never hit their growth goals without keeping a close eye on the number of customers who walk out the door. Many times, when us small-business guys hear about things big-business guys are doing, we ignore it. We tell ourselves that they are so big Cancellations are the bane of all businesses.
I just finished seven weeks of grueling travel for speaking events, networking opportunities, and meetings with prospects and partners. To be honest, by the time the seventh week hits, this amount of travel sucks. I do this seven- to eight- week jaunt twice a year, once in the spring and again in the fall. And in between the long travel seasons, I typically have one or two additional trips each month. It can be exhausting. The good news about the travel is that it can also be a lot of fun, and most of the time, it’s profitable (but sometimes not). There are times when I can’t remember which city I’m in, but in my 17 years of being self-employed, I have yet to find anything that beats face-to-face meetings. There’s no better way to build long-term relationships and loyalty than breaking bread and having a few drinks with clients, which is exactly why I continue to do it. But this leads me back to my headline: Getting new customers is hard! Sure, there is that one guy in 10,000 who claims it's easy. Sure, you can find someone who can make a handful of sales on Facebook for $1.25 per sale. But for these exceptions to the rule, it’s difficult — if not impossible — for them to scale past a few thousand dollars in revenue. Sure, there are a handful of these types making millions, but they aren’t small-business owners or small service-based businesses (professional services or otherwise) like you. Why? Because getting customers is hard.
"There’s no better way to build long-term relationships and loyal clients than breaking bread and having a few drinks with them ..."
and that’s the only reason it works for them. But business fundamentals are the same for both large and small companies. Do you know your churn number year to date? What about last month? You will never achieve real, sustainable growth until you understand this number and budget to decrease customer churn, because eventually you’ll come to a point where you will be losing nearly as many customers as you add each month. When that point hits, you stop growing. At the end of the day, you have to accept that getting new customers truly is hard. But if you can figure out ways to keep them — and get them to come back over and over again to buy from you — you will see much greater success than if you only focused on acquiring new customers.
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• Use numbers 1-9 only • The full grid is 9x9 cells • The full grid is broken into 9 regions, 3x3 cells each • Each region can contain only one of each number 1-9 • Each cell can contain only one number • Each row and column should contain only one of each number 1-9 Sudoku Basics
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We have all the free sudokus youneed! 400new sudokuseveryweek. Make your own free printable sudoku at www.PrintMySudoku.com BUSINESS PROFILE THERE’S NO TIME FOR REJECTION WHEN SAVING THE WORLD The Tenacity of a Cartoon Composer Creates the 'Power Rangers'
easy to refilm the other scenes with American kids in an American setting, and splice them together with the action.” Saban bought the rights to “Super Sentai,” redubbed it “Mighty Morphin Power Rangers,” and filmed a pilot. However, while Saban knew he had a hit on his hands, few people in the United States agreed. Whenever Saban presented the “Power Rangers” pilot, networks execs would ask, “Why do you embarrass yourself with this?” The rejection stung, but Saban refused to abandon his Rangers.
and the Masters of the Universe.” His biggest claim to fame is bringing the ‘90’s hit “Mighty Morphin Power Rangers” overseas from Japan. While on a trip to Japan, Saban found “Super Sentai,” a live action kids’ show featuring superpowered teenagers wearing spandex costumes and helmets to fight monsters. In an interview with NPR earlier this year, Saban remembered how fun the show looked. “There was nothing else like it on American television,” he said. “It dawned on me that, because the characters wore helmets during the fight sequences — which are the most expensive parts of a show to film — it would be
What do you do in the face of rejection? How do you react after you’re told your great idea isn’t worth anyone’s time? If you’re Haim Saban, media proprietor and founder of Saban Capital Group, you take rejection as a sign you’re going in the right direction. “The biggest hits in my life have been a result of significant rejection,” Saban explains. “Every time I have an idea and people tell me ‘No, don’t do that,’ I think, 'Oh, I’m onto something!’” Saban got his start in Hollywood creating themes and scores for some of the most beloved cartoons of the ‘80’s, like “Inspector Gadget” and “He-Man
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Fast forward 24 years and “Power Rangers” boasts 24 television seasons of 20 different series, three theatrical films, billions in merchandise sales, and still airs in 140 worldwide markets every week. Kids today are as crazy about these helmeted heroes as they were in 1993. Haim Saban is by no means the first person to achieve success by refusing to take no for an answer. Celebrated author J.K. Rowling sent her first "Harry Potter" manuscript to 12 different publishers before someone finally said yes. Walt Disney was fired from the newspaper The Kansas City Star because the editor thought Disney “lacked imagination.” All of these people were told to give up, but they had what Saban call in Yiddish kishkes , meaning “the gut.” “Gut is many times more important than brain,” Saban has said. When you have an idea, and you know in your kishkes that it’s worthwhile, will let the naysayers convince you to back down? Or will you fight to see it through to the end?
Loesch didn’t back down, insisting “Power Rangers” air early in the morning for eight weeks during the summer of 1993. The first episode of “Mighty Morphin Power Rangers” premiered on August 28, 1993. In less than a week, “Power Rangers” beat every other kids’ show on the network, delivering three times the ratings of Fox’s former hits “Animaniacs” and “Batman.” Fox execs moved “Power Rangers” to
the more desirable afternoon time slot, and ordered another season without hesitation. Six months later, the live “Power Rangers” event at Universal Studios in Los Angeles would back up traffic for 10 miles as 35,000 hysterical kids and their parents overran the theme park.
After eight years of pitching his show, Saban met Margaret Loesch, head of Fox Broadcasting Company’s children’s programing. Loesch eagerly ordered a full season of 40 episodes, but the other Fox execs lacked Loesch’s confidence. Horrified by the odd show, they warned Loesch she was putting her career on the line.
BOOK REVIEW The Irresistible Gravitational Pull of Purpose
Why have you chosen this specific purpose, and why should you focus on this goal? The question “why?” is fuel. You can have a beautiful vehicle, an ideal destination, and you may even be pointed in the right direction. But a goal or a purpose without a why is like a powerful sports car with no fuel. How do you find and fulfill your purpose? Hankel provides a plethora of ideas. The first: “Ruthlessly evaluate your current position.” Knowing where you are is the first step to understanding where you want to go. Once you’ve got your bearings, it’s time to decide the destination. Then, get sucked into that purpose with a focus as strong as a black hole. “Black Hole Focus” is an invaluable resource for establishing your life’s purpose. Hankel offers over 25 suggestions to help you find and fulfill that goal.
Have you ever found yourself wandering aimlessly through a galaxy of incomplete goals, unable to concentrate on a single one? Perhaps you’ve aimed for plenty of worthy targets but you still feel directionless. “Black Hole Focus” by Isaiah Hankel is all about finding your purpose so you can live with gusto, motivation, and enthusiasm, and work towards the aspirations that matter most with a focus as powerful as a black hole’s gravitational pull. What is a purpose? According to Hankel, purpose involves hope and energy. It’s more than an obligatory goal; it’s a concept you love. Your purpose should be an “escape plan,” one that frees you from day-to-day humdrum. It’s who, what, and where you want to be.
Hankel’s book is a motivational work of art. He manages to weave beautiful, abstract concepts with actionable steps in order to create a guide that channels the gravitational pull of practicality, and never loses its black-hole-like focus.
When it comes to purposes, one of the most important questions you can ask is, “Why?”
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