The Newsletter Pro - July 2017

The Newsletter Pro - July 2017

#343 in the 2016 INC. 500 | #120 in the 2015 INC. 500 | 2014 Marketer of the Year | 24K Club Winner

07.17 208.297.5700 www.thenewsletterpro.com

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A Program Guaranteed to Get Referrals 1 Easy Fix to Guarantee More Sales Next Quarter Zapier Is Here to Cut Out the Busywork Tasha Hussey Is Back For More The Not Sexy but All-Too-Common Reason Businesses Get Stuck and Stop Growing

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Trader Joe’s Bucks the Trend

Success Is Right In Front of You, You Just Can’t See It

DON’T GIVE UP

But there was one thing I never dreamed of. I never dreamed of making $150,000 per year and owning a lifestyle business. I never dreamed of retirement. I’ve had and have a ton of friends who are entrepreneurs, and one of the surprising things is that I can’t recall a single person telling me their dream is to stay home all day and not work. I’m sure there are people out there who have that dream, but my suspicion is that, even for those people, if we go back to the first time they dreamed of being an entrepreneur, that is not how the dream started. Why So Many Entrepreneurs Let Their Dreams Die

solution to that hole was a nailed-down piece of plywood. I can’t count how many times I stubbed my toe or tripped on that plywood. When I got a bit older, I moved in with my dad and his wife — my wicked stepmother — who mentally abused us kids for sport. She’d routinely tell me how fat or dumb I was. She’d call me names. And heaven forbid if my dad went out of town (which he often did). When that happened, I’d be stuck working as her slave for 3–6 hours on the weekend, cleaning part of the house only to be told to reclean it, again and again, because it wasn’t good enough. Because I wasn’t good enough. I dreamed of being an entrepreneur and the freedom of riches. I dreamed of the vacations I’d take and the cars I’d drive. I dreamed of the empire I’d build and how, one day, I’d change the world.

As a kid, I dreamed of being an entrepreneur. I had this dream because I desired freedom. (Little did I know, that’s not exactly how it works as an entrepreneur, is it?) Like so many other entrepreneurs, I was very poor growing up. My mom and dad were divorced, and my mom supported my little sister and me on a civil servant’s salary and $300 per month from my dad. We lived in the ghetto, with a swamp cooler in the kitchen to cool the whole house. Our slumlord didn’t like to fix anything. At one point, a spot on the floor in our kitchen rotted, creating a hole. For years, the WE NEED ENTREPRENEURS to keep the economy thriving, to build and grow their companies.

So, all of that begs the question: Why do we settle? Why do we give up on our dreams?

I think the answer is simple. We get beat down, maybe even abused.

Have you ever been abused or taken advantage of by an employee or customer? I have, as recently as

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Building Relationships That Matter. Personal. Professional. Powerful.

208.297.5700

KILLER REFERRAL STRATEGIES

NEW CUSTOMERS FOR YOUR COMPANY A KILLER REFERRAL PROGRAM THAT IS GUARANTEED TO GENERATE LOADS OF

Our new experience is going to allow anyone who qualifies (by referring one person who becomes a customer of The Newsletter Pro) to join us in Vegas. But this time, we’re going to jump in a plane with a former military pilot, take to the skies, and dogfight above the desert. Yes, it is as cool as it sounds. In this experience, you’ll have the opportunity to take the control stick of your plane, maneuver it so your plane is behind an enemy plane, and use lasers to figuratively shoot the enemy out of the sky. When you score a hit, the bad guy’s plane will start to smoke. This will be one of those once-in-a-lifetime experiences you’ll never forget. Between the Top Gun experience, the hotel, and a few other surprises we have in store, this will be an incredible trip. KILLER PROMOTIONS But, all this being said, having an amazing experience is not enough. You must have marketing muscle behind the mind-blowing event. This year, we took what we learned from last year’s program and have totally revamped how we encourage people to refer, and how we’re helping our referral sources promote the event to their customers and prospects. I don’t have the room to go over both, so I will go over some of our promotion strategy to get people to refer to us, as that tends to be the more difficult part. The first part of our strategy starts with our employees. One of the mistakes we made last time was not offering the employees a chance to win for helping us get new referral sources. So, this time, we’ve created three ways for our employees to win prizes based on how much they encourage customers to sign up and refer to us. My experience in helping other companies come up with referral programs tells me this alone will be a game changer. A recent Disney World experience we created for another company landed them 348 referrals, and one of the contest’s big drivers was the employee engagement and mini-contest we ran for them. Once we have someone interested in becoming a referral source, we send them to a landing page to opt in. You can see an example of that page at thenewsletterpro.com/topgun. Once they’ve opted

Last year, we introduced an amazing referral campaign for my company, The Newsletter Pro. The campaign offered a trip to Vegas to any client whose referral become a client, including airfare, hotel, and the chance to race exotic cars on Las Vegas Motor Speedway. As you can imagine, this was not an inexpensive prize, nor was this merely a chance to win. We guaranteed that everyone who gave us a referral that converted to a customer joined us on the trip. Some people thought I was crazy to offer such an expensive prize, but in reality, I didn’t spend more than I’d have spent if I had acquired a new customer from a cold lead source. Once the program was complete and we did all the math, our cost per new referred customer was just under what it would normally cost us to get a new customer from a cold source. To me, that sounds like a huge win. I talked about this subject in my book “The No B.S. Guide to Maximum Referrals and Customer Retention.” Basically, you should be willing to spend as much or more per referred client as you normally spend to acquire a customer from a cold medium. Many times, when I make a statement like that, people ask why. Why would I want to spend as much or more on referred customers as I would on any other new customers? The answer is simple: Statistically, referred customers are worth more than customers from other sources. There is one problem with my advice, though: I’d only ever taken half of it myself. I’d never actually run a program that would require me to spend more per new customer than I normally do when acquiring customers from other types of media … that is, until now. A CAN’T-MISS EXPERIENCE Our new referral program is all themed around the classic movie “Top Gun.” When we sat down to come up with the next program, one that would cost us more than we’d normally spend to get a new customer, we asked, what’s bigger than racing exotic sports cars around the Las Vegas Speedway (which was the highlight of our last referral campaign)? The answer we came up with was dogfighting above the desert in acrobatic airplanes .

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www.thenewsletterpro.com

Building Relationships That Matter. Personal. Professional. Powerful.

208.297.5700

COVER CONTINUED ...

smart and talented entrepreneurs talk to me about how they don’t want to keep growing, how they are settling or even giving up, and that is not okay with me. We need these smart people. We need entrepreneurs to keep the economy thriving, to build and grow their companies. We need them to step up in the community and help support worthy causes. Five percent of the world’s population are entrepreneurs, and without us growing and thriving, the entire civilized world disappears. No pressure. I, for one, am committed to growing, and I’m committed to helping you grow by providing no b.s. info about what it really takes to grow a successful business. I will continue to beat the drum of building a solid business foundation that focuses on your customers and referrals first, because this is the least risky and ultimately most profitable way to have a successful business.

about lifestyle businesses on the internet, and if that is truly what you want, go get it. But if you want a lifestyle business because you are throwing in the towel, we need to talk. I’m not trying to retire at 38. I’ve come here to build something, to create generational wealth, and to win. Anyone who’s been reading this newsletter for any period of time won’t be surprised to know I’m a Christian, and so I look to the Bible for words of wisdom. And there is one word that never shows up in the Bible, and that is retirement. We live in a time when infinite knowledge is available to us to solve most of what ails us, which is both a blessing and a curse. The blessings of the information are obvious, but the curse can be greater than the blessings. So many people are so paralyzed by the number of choices they have that they end up doing nothing. Now, add in the >Page 1 Page 2 Page 3 Page 4 Page 5 Page 6 Page 7 Page 8

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