FoundersClubLetter-Nov09.pdf

5IF'PVOEFST$MVC-FUUFS

100 NE 5 Ave. Suite B-2

Delray Beach, FL 33483

(954) 429-3114

From: Todd Brown

Founders Club Headquarters

November 2009

Dear Fellow Founder,

As I was cruising across Alligator Alley, having just spent 2 days in Naples with my former

employer of years ago, I recalled the fantastic business education I received as their employee of 12 years.

In particular: their pro-level secrets of selling that I continue to use and profit from to this very day in all

of our online promotions. (The very same masters-level sales and persuasion techniques I’ll be sharing

with you in this month’s Founders Club Letter.)

Prior to my time online, I was Vice President of Training for a New Jersey-based company that

continues to own and operate nine high-end health clubs. When I started with the company in the

summer of 1994, I was earning a paltry $8/hr. and the company was nothing more than a single-location,

mom-and-pop operation.

Years later when I resigned from my position as V.P. to pursue my entrepreneurial passions, I had

built the company’s most successful department with over 80 employees, was putting up annual revenues

of over 2.5 million dollars (a small percentage of the company’s overall revenue back then), and was

personally taking home a hefty six-figure paycheck as a result.

Even more impressive than what I had achieved with my department; the company as a whole had

grown by leaps and bounds over the prior decade to a rank of #32 out of over 18,000 health club

companies worldwide… with an average enrollment of over 1,200 new members A MONTH. Today,

they often have months where they enroll double that - an incredible feat in the health club industry.

And, my former department (which originally contributed less than 60K a year in gross revenue) is

now on pace to soon crack 5-million dollars a year…

…MORE IN ONE WEEK than we used to do in an entire year…

…with many of the same managers and directors I groomed still there and flourishing.

As I cruised back to the east coast of Florida and by miles and miles of nothing but swamp and

marsh land on the Everglades Parkway, I thought deeply about what propelled our tiny health club

company to it’s current position of multi-million-dollar status and notoriety in the industry.

And, despite the great timing of being in the health club business, the owners willingness to go into

his deep pockets for financing, and all of the leadership and management training we received… what

undoubtedly and undisputedly stands out as the main reason behind our meteoric success is the well-

planned-and-orchestrated strategy and tactics within our sales system, most specifically, used during the

“prospect tour”.

In health club vernacular, “the tour” is the time spent with a prospective member showing them

around the club and explaining all of the benefits of joining the facility. In other words: the sales

presentation. And in our case, a wickedly potent sales presentation that routinely resulted in an unheard-of

closing rate in excess of 90%.

In this month’s Founders Club Letter I want to share with you six of the most fundamental elements

of that exact sales system. Use just a couple of these elements in your online marketing, as I explain, and

there’s no doubt your sales conversions will take a significant jump. Use all six, and it’s quite reasonable

to see your conversions double, triple, even quadruple, or more.

Remember, there’s no theory here. All of these principles come directly from the pages of the same

sales system that (on average) doubled my department’s annual revenues several consecutive years in a

row.

Please keep in mind:

I’ve never taught, or even spoken publicly about this system or the principles that continue to make it

such a powerful selling force. Frankly, I’ve always envisioned packaging this information into a high-

priced information product or coaching program of sorts. And, even though in this month’s Letter we’re

only going to touch on a tiny fraction of the components of the overall sales system; the six fundamental

elements and principles I’m about to share with you are easily worth your entire Founders Club dues for

the next 5 years and beyond. And that’s no joke.

So, you ready to rock n’ roll?

Good!

Let’s start with the fundamental principle we taught our sales team to live and die by everyday…

If You Can’t Give A Full Sales Presentation,

Don’t Give A Presentation At All!

Anytime our phone rang with a prospective member on the other end asking what our club prices

were, our sales staff was taught to never answer the question directly, but instead, to use a misdirecting

opening question followed by a series of questions that hopefully led to the prospect coming in for a full

club tour (sales presentation).

Under no circumstances were salespeople permitted to simply give prices out over the telephone. As

a higher priced health club provider, we knew that without the opportunity to establish significant value

by showing and demonstrating the many additional features and benefits we provided that our

competitors didn’t, there’d be no shot at making the sale.

In other words, based on price alone, we knew nobody would opt for our higher priced clubs over

lower priced options, unless they knew all of the additional features and benefits they’d get with us that

they wouldn’t anywhere else. So, giving the full sales presentation became mandatory.

I continue to live by this same ‘mandatory rule’ with all of our online marketing promotions at

Strategic Profits. As should you with your own.

Today, our sales team consists of a group of web pages, and our sales presentations are in the form of

sales letters and sales videos. And, it’s only thru these letters and videos that actual selling takes place.

Similar to the prospect phone call to one of my former employers’ clubs, all other communications we

deliver at Strategic Profits are engineered and designed to ultimately get prospective customers in front of

one of our “sales people” to go through a full “sales presentation”.

We don’t… DON’T … try to sell via email or a blog post. We simply tease and compel prospective

customers to click a link so they go to a dedicated webpage (“sales person”) where they’re exposed to our

complete sales presentation. And, this is exactly what you should be doing.

Use communication channels like email and blog posts simply as vehicles to educate, entice and

cajole prospective customers to go to your sales page so they can go thru your full sales pitch.

If You’re Going To Try To Sell,

ALWAYS Go The Distance!

Never forget: getting a prospective customer to whip out their wallet and pay for your product is no

easy feat. Don’t ever make the mistake of under-estimating the task at hand. So, when you’re trying to

sell, don’t attempt to do it with bits and pieces of an overall sales message. Make sure you’re always

doing it with the full power and weight of your entire “sales presentation”.

Make sense?

Good.

Let’s continue…

Next, at the start of our sales presentation in the health clubs, we always conveyed a sense of

exclusivity with membership. This is often referred to in copywriting as the principle of the “Velvet

Rope”. Because it’s human nature to desire that which we can’t have, the more exclusive you make your

product or service seem, the more prospects want it.

Here’s how we did it in the health clubs:

Prior to a prospective member going on a tour of the facility, they were informed that the tour is

mandatory because “we not only want to make sure our facility is right for you, but that you’re right for

our facility”. They were told that we had “a limited membership” and because of that “we were

extremely selective of who we allowed to join the club”. Both of these, by the way, were completely true.

We intentionally designed the club operations (quantity of memberships available) from the very

beginning as part of our marketing strategy – a lesson in and of itself for you.

Today, we employ the principle of exclusivity in a number of different ways online, as can you.

For instance:

• You can tell prospective customers in your sales letter that your product is not for them if

they don’t meet certain criteria. And that individuals who purchase your product or service

are part of a prestigious group.

• You can offer your product as a “collectors edition”, individually numbered.

• You can let prospective customers know they will be one of only X number of people ever to

get their hands on your product. This approach is often used to try and convey scarcity. But,

in this context, we’re positioning the limit of product to be sold as the vehicle that puts them

into an exclusive group of savvy customers.

• Similar to what we did with the health clubs, if you’re selling memberships into a

membership site, you can let prospective customers know that you often deny enrollment in

order to maintain the integrity of the community. And that if they’re allowed in, they’re part

of a special group. Of course, just make sure it’s true.

Back to the club’s sales system: every now and then a prospective club member would refuse to go

on tour and would demand to just be told the prices. It’s was during these moments, and others, we

employed another powerful persuasion principle…

The “Takeaway”

“If price is the only thing you’re concerned about, and you don’t care about value… you’re really

not the type of member we’re looking for, and there are definitely a number of other cheaper clubs you

should go check out. We can even recommend some of those cheap clubs for you if you’d like. But, if

you’re looking for the greatest value for your dollar you’ll want to take some time today to see what we

have to offer…”, was almost word-for-word how we responded to those rebellious prospects. And, nine

out of ten times the person would then happily agree to go on tour, and would actually be more inclined to

join.

Let’s look at why this worked so well. And, even more importantly, let’s look at how you can

implement this powerful persuasion tactic into your own marketing to reap its benefits as well.

The line in that response that did the majority of the heavy persuasive lifting was where we said,

“…you’re not the type of member we’re looking for…” .

Why is this so powerful?

Because, for starters, it was the complete opposite of what a prospective member expected to hear

from a sales person.

Instead of the typical pushy rebuttal, we simply used a “takeaway”.

In essence, we told the person we weren’t interested in selling them a membership if they weren’t

savvy enough to want maximum value for their money. We took the availability of membership out of

their hands and away from them. And, in the process, conveyed a sense of exclusivity for our clubs,

tapped into the prospect’s innate desire to have what they think they’re being refused, and regained

complete control of the selling process.

Today, I incorporate the “takeaway” into almost all of our promotions. And, when used properly in

your own marketing, the “takeaway” will make your product or service offer much more compelling and

desirable.

Here are just a few examples of actual copy we’ve used to incorporate the “takeaway” into some of

our online promotions:

Takeaway Example #1:

What would be the SMART thing to do now?

“I’d rather try and make my online business successful the hard way… by

just relying on a bunch of little marketing tactics and strategies… and

none of the proven big ideas.”

Or …

“I’d rather click this link and begin multiplying my income in the next

3 hours.”

Frankly, if your answer is, “Number ONE!” please do us both a favor:

Whatever you do, DO NOT order The Big Ideas Of Entrepreneurial Success.

I fear there’s not much Rich or anyone else can do to help you.

But if your answer is, “I want to learn how to multiply my income with

the ‘big ideas of entrepreneurial success’ from the Guru to the Gurus,”

it’s easy: Just click the orange Add To Cart Button below.

Takeaway Example #2:

If you’re still questioning the viability of this coaching… I can

assure you – this coaching program is not for you.

But most realistic businessmen and women KNOW they need some kind of

coaching to get themselves over the “hump.” It’s a fact! Why else

would a nearly every successful Internet guru go through my coaching?

They’re already successful… they already make oodles and gobs of money…

They went through it because they wanted to get over THEIR “HUMPS” too!

They invested in themselves… and you should too.

Takeaway Example #3:

But, with all that said...

If you're not truly serious about having a successful online business

and earning significantly more than the average entrepreneur, it's

probably best if you pass on this offer.

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