18 Lessons To Improve Your Outrageous Advertising (2 of 2)

Hey everybody, welcome back to the Magnetic Marketing Podcast. Today we're jumping into part 2 of 18 Lessons to Improve Your Outrageous Advertising with Bill Glazer. Now in the last episode, we talked about the first 9 lessons. Today we're going to be finishing the next 9. So as always, if you missed the last episode, make sure you jump over there and listen to it so you're all caught up. And with that, let's jump into the final 9 lessons to improve your outrageous advertising.

I don't think there's anybody that has had a bigger impact in the field of direct response than Dan Kennedy. The legend of Dan Kennedy should be ignored at your own peril. They're not really lessons, they're kind of laws that you live by. Dan opened my eyes to what small business marketing looks like. Dan teaches strategic direct response that is timeless. His ripple effect touches people who don't even know his name.

The world as we know it was changed because Dan Kennedy became obsessed with marketing.

Welcome to the Magnetic Marketing Podcast with your host, Dan Kennedy. Lesson number 10: Personalization increases response. People love to hear the sound of their own name. They love to hear the sound. The other thing is, is when they hear the sound of their own name, they believe that you are talking to them. What you want, the kind of response that you want people to have when they receive your advertising message is this: "This is for me." "This is for me." Personalization, the use of people's names, significantly helps you to do that. So like, for example, this is a 6x9 envelope. Got it from City Print. Where inside the envelope we put in a letter in there. And you can see here, this was for a sale that we ran at our menswear store. See, and a lot, you probably, a lot of you out there have heard of buy one, get one free sales. So the problem, who has ever heard of a buy one, get one free sale? Now that's something that you'll never hear Glaser Kennedy say, but buy one, get one free. But that's actually true. Our InfoSummit, we're actually giving away a free seminar. So now that I say that, we are— I'm back to buy one, get one free sales. But anyway, so what we don't— since so many hands went up in the room, what I don't want to do is do anything where everybody is already familiar. Everybody, there are already buy one, get one free sales are actually ho-hum to people. So at my menswear store, I ran a buy one, get one for a nickel sale. And I actually sent them the nickel. So I told them to bring in the nickel and they'd get their second item for that nickel. But this is how it went out in the mail. You saw from the outside of the envelope not only the mail-to address, but you saw there the headline, "Steve, discover why Gage World Class Menswear is sending you this nickel." Now, which is better? Steve, discover why Gage World Class Menswear is sending you this nickel, or discover why Gage World Class Menswear is sending you this nickel. Steve, adding the word Steve there, now this looks like it's coming specifically to Steve. In this particular case, it's Steve Harshberger. Using personalization will increase your response on average by 30% in your marketing. And today there's lots of very, very smart ways that where you can personalize your mailing throughout. And I know a lot of the printers that were here, including City Blues, City Print, Handy Mailing, and a lot of our other printers that were here, has some wonderful smart uses of doing personalization in your marketing pieces. The more you can make it somebody say, this is for me, the better the response will be. Lesson number 11, testimonials. Testimonials increase response by a lot. I will again tell you that when I look at marketing pieces that people have sent to me at Glaser Kennedy, the two biggest mistakes that I see made all the time is I already revealed one to you, which is it's boring. The message could be good, but it's just too boring to read. And the second one is the absence of testimonials. Not having testimonials, because what other people say about you is much, much, much more believable than what you say about yourself. 10 times more believable, 20 times more believable, 30 times— I don't know, but if it's a minimum of 10, why wouldn't you want it 10 times more believable? If you come to Nashville and you go to the— and you decide while you're here in Nashville you want to get a real nice Italian dinner, veal Parmesan. So what you do is you go to your room here and you get your Yellow Pages out of the room drawer, the drawer in the room, and you look up Italian restaurants. And then you look for Italian restaurants and you see in there Luigi's Italian Restaurant. And you call up Luigi's Italian Restaurant And you say to— Mr. Luigi answers the phone. And you say to Mr. Luigi, Mr. Luigi, I want veal parmesan. Would you happen to know who has the best veal parmesan here in Nashville? And Mr. Luigi is going to say, we have the best veal parmesan here in Nashville. But then if you go to our independent business advisor here in Nashville, John Giammarco, we call him John G. Is he in the room, John? And we say to John, John, who's got the best veal parmesan in Nashville? He says, ah, you want to go to Giorgio's. Giorgio's has got the best veal parmesan in Nashville. Who are you going to believe? You're going to believe John, because what other people say about you is much more believable than what you say about yourself. So you want to be using your testimonials in all your marketing whenever you can. So, for example, this one right here. This is one of our Glaser County members, John McCullough. He is a professional copywriter in the United Kingdom. And look at his sales letter for his copywriting. I know it's hard to read, but it is loaded with testimonials throughout with actual results of what people have received by hiring him to write copy for them. This is a gentleman, AccuTax newspaper ad. He's a Glaser County man. Were you in the room, by the way? The gentleman from AccuTax? He actually, if you see here, he sent this in to us. It's hard, right to the left and the right of the heart, there's two testimonials on each side. He reported that when he added the testimonials to this ad, he got a 31% increase in response than the same ad without the testimonials. Put it in his newspaper ad. This is one that I— this is a direct mail piece that I used at my own menswear store for our anniversary, our 56th anniversary, so it would have been 5 years ago. And look at the second page. It says, "Don't take our word for it. Take a look at what Gage clients say about us." And I specifically show you this one because it's a great way to think of how to use testimonials the right way.. So I want to spend a few minutes and just talk to you about how to make sure you use them the right way. First of all, you want to make a list of all the reasons why people would not buy from you. Make that list of all the reasons why people will not buy what it is you're selling. And then what you want to do in your testimonials is you want to get a testimonial for each one of the items that's on your list that overcomes that objection. So if they're thinking about why they may not buy from you, you're better off with what Dan does, which causes addressing the elephant that's in the room, bringing it up, and overcoming the objection. So a smart way to use testimonials is not to have each testimonial say the same thing. Have each one address a different objection. So that's number one. The other smart way to use a testimonial is to allow a testimonial to deliver a specific outcome. So, for example, if you go back for a second to John McCullough's piece, he talks about somebody who wrote copy for somebody that put $149,850 in their bank account. In their bank account. And in there he actually mentions the person by name and how he did that. That's an outcome testimonial. So like in my menswear store, if I was running a sale, an outcome testimonial would be that I can't believe I shopped at Gage's 56th anniversary sale and I saved $237.14. This was just terrific. That's an outcome testimonial. Testimonial. The other thing about testimonials that you want to do is you want to make sure you use people's full names. This isn't where you use JP or Mr. X. People are skeptical about testimonials, so you want to use their full name and any other information about them that you can include. How many years they've been a customer of yours, what city and state they live in, what their occupation is. You want to have people Reveal their full names. By the way, what's one of the best ways to get testimonials? People ask me all the time, how do I get good testimonials? No, I wasn't asking for your response. I was going to tell you that, but thank you for offering. And by the way, I don't think any of those answers I'm going to— I would agree with. The best way to get testimonials is looking for the right time. To get testimonials. So, for example, at my menswear store— well, let me not even tell you that example. Do you ever have a situation— raise your hand if anybody here has been in a situation where you have customers, patients, students, clients who thank you. Who thank you. Yeah, I mean, obviously you thank them, but they thank you. Well, when they thank you, that is one of the best times to ask for a testimonial. Here was the exact script that we taught at Gage Menswear. You know, I really appreciate your thanks, but could you do me a favor? Then you've got to be quiet. You can't say another word. Can you do me a favor? So once somebody just Thank you. You say, gee, I really appreciate your thanks. Can you do me a favor? And then you got to shut up. And then when you shut up, I will guarantee you 100 out of 100 times the person will respond with yes, because they just thanked you. They feel good about you. They're going to say yes. They say, would you mind just writing down for me a few comments what it was like doing business with me? And then if you want to, you could sort of lead them in the direction of what you want them to say. But at that, that's one of the best times to ask for testimonials is when people thank you and then use that as an opportunity to ask them for a testimony. Testimonials are very easy to get except if one thing is not happening. If you don't do a good job, you don't get testimonials. As a matter of fact, not only do you not get good testimonials, but you get a lot of angry customers. And so if you struggle with getting testimonials, that's a real fast path to let you know that you got to be fixing some problems in your business. But going back to testimonials, so you use their full name, you use their— as much information as you can about them. And the other thing that I love, this little trick that I love, is use different font styles to display your testimonials. Don't make them all look the same. Make them each look unique and different. Okay. Here's another great example about testimonials. This is a coupon that we sent out years ago to get a free wallet when they came into the store. And we realized that when we developed this coupon, we realized that on the back of the coupon it had the most horrid direct marketing problem that there is. It was blank. And the last time I looked, blank space never sold anything. So what did we do? We put on the back of it testimonials. So my message to you is, look at your marketing, look at where there's blank space. Wherever there's blank space, the default The simple default can always be, we could, you know, is to put testimonials on there. Okay, lesson number 12: premiums. Premiums increase response. What is a premium? A premium is a free gift. It is a free gift for responding. Most premiums, the smart people that are using premiums, are using premiums that have a a multiple value of what you actually paid for them. So if something cost you $2, it looks like it's worth $10 or $20. So that's a premium. So let me show you a couple examples of it. This one is pretty cool. Western Union. I don't know if you know this or not, but you can actually, from Western Union, you can actually get, buy from them these things that are called mailgrams.. And they are— you see the outside of it, and then this is the inside of where there's actual letter on it. And we used this several years ago with a great result. So you can go right to Western Union. It's— I'm sure it's westernunion.com, and you can find out about their Mailgram program. Why is this kind of a cool idea? It's a cool idea because what do most people think happen in Western Union when they get a Western Union? Money. So when you get this, you think somebody's saying, you think your uncle just died. And he left you in his inheritance. This is an uncle that you didn't even know you had. So, so you get this in the mail. So this is a Western Union mailgram that we've used in our marketing, and you can see at the bottom of it, it says free $20 drip-free umbrella. That is a premium. That is a free gift just for coming and responding. That gets a significant increase in response. Next is this one over here. This is one that I sent out for Christmas one year. You find what funny? Sent this out. What did we do? We gave away a free pair of designer socks. We split tested this one. We did one without and one with the free socks. Free socks tripled response over non-free socks. $2 pair of socks tripled response. Do you think it's worth it? Absolutely. Premiums. This is one over here. This is where we sent out a— this is the outside and this is the inside of the lunch bag mailing. So we sent in the mail a lunch bag where we printed it all up inside and outside with a sales letter. And again, we got this through CityPrint where they printed up our lunch bag for us. So we sent out to them in the mail this lunch bag and with the Woven into this is they laughed when I said you need a great big bag to put all your new menswear in, but when they saw our rock bottom final reduction sale, so we tied in the bag to the offer. So that's another important thing that you always want to think about is tying in the outrageous thing, the outrageous concept to your language that you use with it. The next one is this one over here. This is the 1-hour film photo developing. So people know when they take their film in to get it developed, they stick it in a bag to give to them to get developed. So we created one of these bags that we sent out in the mail, and in there we actually gave away as a premium a free camera that we tied into the 1-hour film developing. Lesson number 13. This was like The big, the first big thing for me when I first discovered Dan Kennedy, which is sequential mailing, and I told yesterday, everybody was in my room yesterday with the Ultimate Information Marketing Shortcut, you know, that was the room that was outshouting the room next door with me yesterday, that when I first heard this, I just, I thought this was like the biggest revelation in the world. And now I don't really know of many campaigns at all that I use where I don't use some kind of sequential mailing. It's quite frankly, it's foolish not to. So for example, this was a campaign that I created for a bank. It's called Farmers and Merchants Bank, and it's a 3-step campaign. So what's the first thing I did? It's a bank. So what did I do? I used a bank bag to mail. To the people. We bought a list of 2,000 businesses surrounding the bank. These are businesses that were, uh, the type of, of a business that we would want to solicit for this bank in order to provide them services including loans. And we mailed them out this bank bag. Now this wasn't the first time I used the bank bag. I've used the bank bag many times. And again, you saw at the 3D Hootchie Kootchie back there that they had bank bags over there. And, um, and, uh, and, and, and so if you get a bank bag in the mail, you think you're going to open it up? I mean, like, what do you think might be in the bank bag, right? So of course you're going to open this thing up. So this is the first, the first mailing we sent out was the bank bag mailing, and inside this we put a sales letter. Why is this bank manager sending Victor Rodriguez— so it's personalization, a letter in a bank deposit bag. So we're tying in why we're sending them bank deposit bag. The answer below might surprise you. And then what you see there is you see testimonials in here, testimonials with their photos in there. So we even— that's another thing when you use testimonials, if you include their photos, it makes it even more believable, more credible. And then on the second page of this Ooh. Okay. Second page of this, more testimonials. And then we also have— we move down to giving them a premium. In this particular case, it was a choice of gifts. It was an electronic digital voice recorder, a 3-piece pen, pencil, and letter opener. And then on the next page, there was 4 more gifts. It was a wall clock. It was an 18-piece stainless steel barbecue set. A 101-piece tool set, and a 15-piece highway emergency kit. So we let them pick one of the 6 gifts that we will— they can have as a free premium. I'm now teaching you an advanced marketing strategy. A few moments ago I told you about premiums and how premiums increase response. So what I'm about to teach you is— will make make everything that you came here worth your while by this one little trick. Is giving them a choice of premiums. You now switch their thinking from, "Do I want this or not?" to, "Which one do I want?" This is called an involvement device. This gets people involved with your advertising. You can't help but see these 6 'gifts' and moved to, 'My goodness, let me look at these carefully and make my pick because I want to make sure I picked the right thing.' So, so that was, that was step number 1. Step number 2, we sent out the almost the exact same sales letter, but this time we changed it a little bit. Business owner or whatever, why is the same bank manager who sent you a letter in a bank deposit Posibag now sending you shredded money. And we actually put in there a little packet of shredded money, because again, it's a bank, and we let them see it. We use a clear envelope so they can see it through the envelope because the money image is so powerful. Why not let them see it? And then the third step that we sent out was the pop-up envelope, and I'm going to show you that a little bit later. Of where you lift up the flap on the back of the envelope and it immediately is glued to the back of the flap. And it's the same basic sales letter, just reworked throughout. But I will tell you that this bank got more new deposits in 6 weeks than they did all last year by using this type of sequential mailing that goes out to them. So if they stopped at mailing number 1, where we send them just a bank bag, they would have gotten less than a third of the response. By sending them all 3 steps, they more than tripled response. That's how powerful sequential mailing is. Now my next one actually is one of the things I want to talk to you about and teach you that is really important. And I got to step it up a little bit, I see here, is the third easiest customer to sell. Unfortunately, too many entrepreneurs and business owners ignore these people. These are people that we call lost customers, or you might call them previous customers. These are people that have bought from you in the past but have not come back and bought from you again in the time that you have said— that you say to yourself they should be back by. Every business has got them. They're in every business. And the smart question to ask yourself is, once somebody buys from me, when do I expect them to buy again? And when they don't respond within that period of time, you have to move them separately to a new list, which is now called lost customers, and you've got to treat them differently. You've got to treat them differently. You've got to let them know that they are lost, that you know that they're lost, and that you want them back. And you can't— you do want to take them out of your regular marketing and put them into your new marketing. So here's an example of a lost customer mailing that we did at Gage Menswear. Now, we did many of these. And first of all, the first is a 6x11-inch postcard, and we sent that out and said, "We really do miss you. Our records indicate it has been too long since you visited Gage Menswear." So we're giving you a free $10 gift certificate and even doubling it to $20 with your purchase of $100 or more, or triples to $60 with your purchase of $200 or more. So we're letting them know that it's been too long since they've been back, which now brings me to my next advanced strategy, which is what I just read for you, which is the 3 best ways to increase your business. There's only 3 ways to grow your business. Number one way is to get more new customers. That's what everybody wants. Not the smart— then should not be everybody's number one way, but that's what everybody wants. Number two way is they want their existing customers to come back more often. And number three, which is the one way that most people ignore the most, which is the smartest way to grow your business, is to have the customers that you have actually spend more with you each and every visit. What you just heard there was they got free $10 and They got $20 if they purchased $100 or more, and they got $60 if they purchased $200 or more. Those are put there to increase transaction size. So the same person who walks in the door, you, you're much happier if they spent $200 or more with you than if they, if they just take advantage of the free $10 gift certificate. In our particular case, close to 90% of the people that responded responded to these went for the $200 or more offer. Transaction size increase. So when you look at your marketing, you're looking at ways how can I increase my transaction. But, so the first step of this was sending this out, we really do miss you. 2 weeks later, people who did not respond got, whoops, I went the wrong way. 2 weeks later, people who didn't respond got this step. So we send out the search party with a compass on it. Same offer. 2 weeks later, if they didn't respond to that, we sent out this one, last chance. I tell them absolutely if they do not respond, they will never hear from us again. And then if they didn't respond, we send them a voice broadcast. And the voice broadcast is really nice. Hi, this is Bill Glazer. And we really do miss you here at Gage, and we sent you 3 postcards, and I really would love to see you again. So please, for you, because you're so important to me, I'm extending this free offer to you one more time. So come on into the store and just tell me, I'm lost, and we'll give you your free $10 in merchandise. And collectively at Gage, consistently, when we would do this promotion to lost customers, people that would not come back again, We would get on average a 13% response to that lost customer list. Now other people would ignore that lost customer list and/or deal with them as regular customers. There's a lot of money in that 13% of people who responded that came into our menswear store who always spent— 90% of them spent over $200. You do not want to lose lost customers, and you want to use them, deal with them sequentially. Sequentially, which is the big lesson here in your marketing. If we had stopped with the first mailing piece, we would only have generated a little bit, about 3.25%. By going with 4 steps, we got a 13% response. Lesson number 14. We talked about this a lot 2 days ago in the morning, so I'm not going to spend too much time with it, but remember, holidays are great for outrageous promotions. And I just want to show you a couple more real quick, but not many. First of all, this is from Ben Glass. Where's Ben in the room? Ben here? There's Ben Glass back there. He is the number one marketing consultant to the legal profession. Who would want that title? But there he is back there. Good guy, Ben Glass. Here's something that he sent out for his marketing system many years ago for Fourth of July, and he put inside it a Fourth of July wallet to make it dimensional, 3D, excuse me, in the marketing piece. Here's one that was sent out by a dentist 3 years ago. Now this was our Thanksgiving greeting card that we made available, okay, and I showed it to you 2 days ago of how I used it in my menswear store. Well, here's how a dentist used it for Thanksgiving to send out, which was— here's the card, "Eat ham." And inside there was a, "Please open this immediately even before you place this Thanksgiving greeting card on display." And look what inside he did. He gave them 30% off if they made an appointment for Invisalign, Lumineers, deep bleaching, or if you refer a friend, family member to his practice, you could pick out a long list of gifts. Now, do you notice the list of premiums? It's not the one premium. You get to choose from, I can't read them all there, but you get one of these Sonicare toothbrushes and you get $50 at a Home Depot or $50 at Lowe's, $50 at Ruby Tuesday, $50 at Pasta Plus. And why did he give 4 of them? Only one of them was dental related. Because what we found out by testing is they don't really want the dental stuff. They want to go out and eat. So, so tremendous response to this. And this is how a dentist is using the Thanksgiving greeting card in order to get new patients and existing patients to come back to his practice. And that was Ed Shavitz. So Ed, stand up there. There, there's Ed Shavitz, who got a tremendous response at this. Okay, lesson number 15: outrageously S&D. Swipe and deploy. This month when you get your No BS Marketing letter, make sure you read my article on this because I am addressing what I call ethical S&Ding and unethical S&Ding. Unethical S&Ding is when you, you're in the same industry as somebody else and you copy what that person is doing word for word. That's unethical. Ethical S&D. Ethical S&D is when you take from Industry A and move it to Industry B and rework it for your use, the concept. That's ethical S&D. So I'm only telling you to be ethical in your S&D and not to plagiarize people. Let me show you a couple examples of S&D. Dr. Greg Nielsen, one of my heroes in direct response marketing, he does some of the best work there is, certainly in the chiropractic industry, he is the best at it. Here's a direct mail piece that he sent out several years ago to his patients, which is X-ray film, do not fold. Now, if you're a patient of Dr. Greg Nielsen's and they send you X-ray film, do not fold, do you think you're going to open it up, it's going to be in the APOW? Of course it is going to be in APOW. And then when you open it up inside, when you open it up inside, There's a big noise that goes off. You want to see that again? And there's a staff memo in there, and the staff memo in there talks about— it's from his staff, not from him— and it talks about an embarrassing situation they had, that they accidentally took the Yellow Page ad and they put it up on the X-ray machine And unbeknownst to them, they printed out 100 copies of the X-ray of the Yellow Page ad on X-ray. And they can't tell Dr. Nielsen about this because he'll kill them. So what they decide to do is pick 100 patients and mail them an X-ray of the Yellow Page ad. And in the X-ray of the Yellow Page ad, they give a free— in the Yellow Page ad, they give a free office visit. And they also included in there a prescription for one free office visit. Now I looked at this, and I got this in the mail, because I'm on Dr. Nielsen's seed list, which means he sends me all his mailing pieces. And I said to myself, I'm sitting in my— this is back in my menswear days. I'm sitting in my office in my menswear store, and I say to myself, I've got to ask S-N-D this. Let's try it one more time. I've got to S-N-D this. Thank you. I've got to S-N-D this. My problem was this: I was not a medical person. I wasn't a doctor, a dentist, a chiropractor. I wasn't even— I'm not even a PhD, as much as you would find that hard to believe. None of these things. How can I S&D this? But I had to S&D it. It was so good. So I decided that I was going to S&D it. So I made the envelope a little smaller. I had it come from Dr. Bill Glazer, DDS. And DDS, a lot of you know, is a what? Dentist, of course. But I wasn't a dentist. But I sent out my memo from Dr. Bill Glazer, DDS, Doctor of Discount Designer Suits. So I became a doctor of discount designer suits, and in there I had my client memo also, and with my client memo, I sent out my X-ray, which was a typical smile of a Gage client after visiting our 57th anniversary celebration and receiving their free— 2 free gifts. And in there, I also included my prescription, which either got 5.7 7% off their purchase and/or a free leather bag, which is a premium for $57 or more. Did I S&D this thing? So if— did I? So if my point to you is, if you look at something and say, I am not a medical person, that's— I can't do this— that's the wrong answer. The right answer is, how can I use this in my business? This is a big, big lesson for you. Here, Rory Phat. Rory Phat is in the restaurant industry. X-ray film, do not fold. He saw mine. He decided that he was going to put in, why the heck is Rory Phat sending me an x-ray from restaurant marketing man to celebrate his 3rd annual Income Explosion boot camp? And in there, he wasn't as creative as I was. He really copied me. He came up with the Typical smile of a person who comes to the restaurant boot camp. S&D industry to industry and industry. He's no medical guy either. Next one. Buffy Dupont. December 2003 newsletter. Dan Kennedy puts an exhibit in there from our member Buffy Dupont about how she sent out— she's in the auto repair industry. Her husband owns an auto repair shop. This is the first page. "Howdy neighbor, my name is Gracie. Will you be my friend? My mommy and daddy run an honest auto repair shop and it's right down the road. I've talked him into giving you a free oil change. Mommy says that I'm—" And the letter goes on for 4 more pages just like this. You get this in the mail, you're going to read this baby. It's wonderful. I look at this in December 2001. 3, and I say to myself, I've got to— gotta S&D this. My problem was that my son was 21 and my daughter was 18. Now, I was hoping that they would write a little better than this at that time, but I still gotta S&D it. So how did I S&D it? Well, here's how I S&D'd it. I sent this out that says Just look inside. And I wrote a whole piece there that when he was— my son was 7 years old, I made him promise that when he graduated from college, I would do something so special for my customers in my menswear store. And then when you open up inside, it's a picture of my son and I at his graduation, and I'm talking about the fact that I kept that letter in the safe deposit box since he was 7 years old, and I took it out, and I offered I'm going to send out this special thing to my customers. That's how you S&D. So this stuff can all be done. Don't stop with, "I can't use this." Say to yourself, "How can I use this great stuff?" Now this one over here, this next one is the file fold mailer, and I have here, I think it's Greg Nielsen's, Nina Hershberger's, and also Dr. Tom Laurent. And the reason why I'm not showing you who the first person is that used it is because I don't know. They all were just stealing from each other. But what happens, you send out this file folder, and inside the file folder— this is Tom's— you have in there a letter in there and message confidential on the other side. So you're sending out a file folder. Now, this is the one thing I do know of the three of them that I've showed you. It was not Tom that created it. Because Tom has no creativity at all in his body. So it had to either be Greg or Nina that created it, but it was one of them that created this thing. The file folder mailing. They all S&D'd from each other. You could be S&Ding this. Whoop. Let's go. There you go. Oh, my buddy, Ron LeGrand, several years ago, for Christmas, he sends me a box I got a big box of Omaha Steaks. What happens when you get a big box of Omaha Steaks? You get on their mailing list. One day after I got my steaks, I get this letter in the mail. "Bill Glazer, your reply will be greatly appreciated." I turn it over to open it up, 'cause everybody opens an envelope from the back, not from the front, which is important because that gives you good instructions of how to insert. Always put the front of your letter in the back from flap to front as an insert. And when you open it up, when you pick up the flap, there's this certificate, your gourmet gift certificate. And I look at this and I say, my God, this is wonderful. This is in your face. The certificate is right there. It's attached to the back of the flap. So we contacted the company that printed these for Omaha Steaks, and we found out it was immensely expensive in the quality quantities that we were printing up to use this because Omaha Steaks probably printed up a million of them. We want to print up like 10,000 of them. So we went to Steve Harshberger at City Print who's like our resident wizard on printing. And is Steve in the room? And we went to Steve and we said to Steve, Steve, figure out a way that we can do this cost-effectively. And he came up with a way which is a regular envelope, number 10 envelope.. And this is, this is called blind mail, where it looks like a friend is sending you something, but you don't know who the friend is. First class, live stamp in the upper right-hand corner. And then when you open up the flap in the back, there's my certificate right there for $20.04. I S&D'd it, and I figured out a way I can S&D it. Number 2 highest response direct mail piece I ever sent out. Number 2, only to the 5-page handwritten sales letter. So if you're interested in my number 1 and 2, you got them there. Figure out a way to S&D them. By the way, Chauncey Hutter— Chauncey Hutter, former Platinum member who was in the tax preparation industry. Doesn't sound right, tax preparation. Sounds like you got hemorrhoids on it. But anyway, so in tax preparation, he had 19 stores called Pro Tax. He looked at mine, and what he did is he came out a way to S&D it. Also the pop-up thing. Amazing secret discovery by Mr. X adds 27% more money to your refund check. It's glued, the offer is glued right to the back of the flap. So you can S&D this in any industry at all. Lesson 16, you can never be too outrageous. You can't be too outrageous. For example, here's one that Steve Harrison used at a super conference a couple years ago. Get my point? He was a speaker at a breakout session. He wanted more people to show up to his breakout session than the other breakout session. He put a one of these urinal deodorizers in every urinal in the men's room in the hotel. You can never be too outrageous. Here's another one. This one is similar to that. This is the Whizmark. The Whizmark is an interactive urinal. You put this in there and it can talk, sing, or flash a string of lights around 'Promotional message when greeting a visitor.' Now, you don't think that one of our Glaser County members would use this? Bob Battle. He's at— where's Bob? Where's Bob? Bob is back there. Bob Battle is an attorney. Now, let me tell you something. If you knew that you could go pee on an attorney, would you do it? You can never be too outrageous. Give Bob a big hand. By the way, Bob, who's a student of Ben Glass's, has become a really proficient marketer. I'll be showing a lot more of his stuff in my new book that's coming out in a couple months. But, you know, one of the other problems you got a lot with attorneys is that it's hard to trust them. And like Bob, his attorney that understands this, and he has a real big self-esteem problem because of that. So he went out and got his own stamps made up, "In Bob We Trust." David Reckford, I don't know if you're in the room or not. If you are, scream it out. But he's in the payroll tax business, and look what he did with all his trucks. He wrapped them around, so he's driving around with little mini billboards. You can never be too outrageous. Here's one I love, this one, Dean Killingbeck. Dean Killingbeck provides a service for birthdays, so he teaches you how to go out and to, and to buy birthdays of people that live near you, what's called a cold birthday mailing, that have a very similar profile to existing customers. And every month, the people that are celebrating a birthday, you can send them a an offer to come into your business. It doesn't matter what business you're in. If you have a brick-and-mortar business. Well, he was so successful at this that he came out with the half birthday piece. So 6 months after your birthday, he sends them out half of an envelope. He slices it in half, and it's half a piece of stationery to celebrate their half birthday that he sends out to people around. So now you have an opportunity to not only invite people to your businesses, your offices on their birthday, but 6 months after their birthday you can bring them into your— This is a new customer acquisition strategy, not to existing customers or clients. Lesson 17. I don't know how many of you saw, I think it was 2 months ago, the gold— it actually was a DVD that I sent out which I talked about copy doodles. But give your copy cosmetics to make it more outrageously successful. Now this should be a big lesson for everybody in the room. If you don't have copy doodles, you should have it. Copy doodles were designed to make your copy look more interesting, your copy more personal. It adds personality and it makes your copy, more importantly, more effective. These are kind of things that you write on your copy that makes it more interesting. I told you before, the chief number one thing that I see all the time, mistake people make, is send out boring copy. Easy ways to make your copy more interesting is to get this little software system that has all the handwritten fonts in there and all the cool stuff that's in there as far as little images you can put up in your copy. Let me show you what I mean by this. This was designed, by the way, by our IBA in Philadelphia and also he's a VIP member in my coaching group. An envelope. Here is an envelope that was sent out. Without any copy doodles. This offer got a 1.1% response. By adding a copy doodle to it, "Your tickets are enclosed," response went up to 8.7%. Same letter inside. Same letter inside. Is that interesting? It's amazing, right? Look at this sales letter. Sales letter, 2.5% without copy doodles. With copy doodles, 13.8%. By circling stuff, adding little words on there on the side, arrows, underlining, smiley faces, makes your copy more interesting. This is my favorite one. Have you ever done this? See if you relate to this. Have you ever sent out a postcard? Who in the room has ever sent out a postcard? Have you ever sent out a postcard and got this response? What's the response? That's a good response, right? Boy, you ought to send out more cards, right? You can really double that response and get it up to double zeros. Adding copy doodles to this very mundane, boring postcard took it to 3.3% response. Same postcard by just adding copy doodles. So copy doodles is a great way, it's a cosmetic, make more cosmetic enhancement improvements to your marketing. Okay. Now what I'd like to do is, since we're on this sort of, you know, can ever be so outrageous, I would like to play for you my very favorite, my personal favorite outrageous voice broadcast that I sent out at my Men's Wear store. Can you play it loud for everybody?

Because this is my favorite. Well, thank you. Well, thank you very much for letting the king leave you this year message about tomorrow, July 4th. And Gage Menswear. Oh man, both Gage stores will be open tomorrow from 10 to 5 with a hunk of hunk of burning savings of up to 70% off during their final reduction sale. But listen up, baby, tomorrow only you can take an additional 10% off everything you buy, and that means sale items too. Now, now, don't you be pushing that erase button just yet because there's plenty of summer left. How do you fry an egg up on a scorching 2 below Mississippi stretch of highway? Uh, well, what I'm trying to say, baby, is Tomorrow is a great way to save big, and you know I know what big's all about, on all your summer casual clothing, sports shirts, and year-round weight suits. You take it from the king, baby. There are a lot of imposters out there. Well, there's only one Gage Menswear, and tomorrow from 10 to 5, it's now or never. You take an extra 10% off everything. Just rock and roll your bad self down to Gage Menswear downtown. And Ballast Center, Owens Mills. Well, thank you. Thank you very much.

Now, where's that fried peanut butter banana sandwich? Well, we were just loaded. Thank you. We were just loaded. We were just loaded in the store then, and one lady walks in, had to happen, she asks for a fried peanut butter banana sandwich. Unbelievable. But, you know, listen, if you get that on your voicemail, what are you going to do with it? You're going to not only going to play it, but when your spouse comes home, you're going to play it for them. Your kids, they're going to play for them. You're going to invite the neighbors over. You won't believe what's on my voicemail and have played for them. This has a viral effect, so you can never get too outrageous, even in all your media. And there I showed you how we can get outrageous in voicemail. Lesson number 18: outrageous advertising is fun and lets you make your business fun. Did you all have fun with me today? This stuff is fun, right? Do you think people that would receive this stuff in the mail or getting it in any other kind of media, online, offline, any kind of line, would have fun with this? Yeah. And thinking that my customers are too sophisticated— bad thinking. Your customers, let me tell you something, they want to have fun too. And it lets you have fun in your business. I can't emphasize to you enough, make your advertising make your advertising more outrageous. S&D, always be looking out for opportunities when you can find outrageous things and use it in your advertising as I did with the jackass and with the camel and with the cruise ship.

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