[EMaria]

Originally Posted by reilly3000

Hey folks - Another round of thanks to all.

I'm taking action.

I wrote a 3 page sales letter last night and am sending to 25 insurance agency brokers in my local market that gross over $1M in sales.

Good luck on that Reilly3000!

Quick question ... for your 3-page sales letter to the insurance agents, how did you form your thoughts as to what should be covered in your letter?

Are you already familiar with the insurance industry, which makes it easy for you, or did you pretty much have to start from scratch to create your sales letter?

The reason I ask is because I'm in the process of creating direct mail peices, and so far the only reference I have to go by is swipe files and other copywriting materials I have purchased in the past.

[Curleyjohn]

Originally Posted by reilly3000

Hey folks - Another round of thanks to all.

I'm taking action.

I wrote a 3 page sales letter last night and am sending to 25 insurance agency brokers in my local market that gross over $1M in sales.

I got my list via ReferenceUSA- a totally free database available through my local library website. You could also buy SalesGenie for $90/month for the same data. They scrub their data pretty well. Any other good databases people can recommend? I've used Hoovers and BBB.org in the past.

Thanks for this. Just what I needed

I'm going to get the letters out soon- want some feedback if I can get it quick: I am offering to take on ONE of the agencies and telling everybody in the letter that it is going to them and 24 of their local competitors.

I would like to work this little "farm" with a series of mailings, but if I send another letter to the list, it will pretty much indicate that I haven't got a response from anybody on my first offering.

Can you create that sense of urgency in another way? Money they are losing or how the family misses them because the work 70 hrs wk?

Any ideas on how I can work this list without breaking the integrity of my? I can have my assistant leave some VM's after hours per AP's comment WAAAAY back. I personally feel my letter is pretty smokin' hot, so hopefully that will do the trick on its own.

Thanks for tips and wish me luck!

Good luck!

Originally Posted by reilly3000

ZohoCRM is a really solid system for internal use, it is close to par with an out of the box install of Salesforce.com IMHO. I have not had luck introducing it to non-techies. Its got a lot going on in the interface.

Here are some lightweight, easy to implement CRM systems to consider:
PipelineDeals
Javelin CRM
HeapCRM
BatchBook
FatFreeCRM - open source, try hostedffcrm.com
Highrise
I mentioned business catalyst earlier. It offers CRM plus everything else under the sun. When you're a reseller you get a free fully upgraded account.

There are really TONS of options out there, but all of the above I have had hands on contact with and are easy to use from day 1.

Maria Gudelis recommended Base Camp on her webinar last week but does that really qualify as a CRM? IDK haven't gotten that far yet.

Originally Posted by SteelDanno

This thread is making my head spin (in a great way) and I'm trying to keep up but daaaamn!

Last page there was much mention of mindmaps ... I'd hate to think I missed another gem of a doc by AP ... did you/he post your/his mindmap template?

New to mindmapping myself and it looks pretty amazing I must say.

Cheers.

Even if he doesn't, it's pretty easy to do. I went to bubble.us and started with the business in the center and then looked at every possible service I could provide and built them in a circle like AP's Avatar.

This is what I did.
Picasa Web Albums - john

[EMaria]

Originally Posted by BigHef

AP,

Thanks again for all you are providing, it is without doubt of the greatest value of anything I've read on here, paid or otherwise.

Can I ask - do you have, or have you had, anything to do with the HMA system promoted by Michael Senoff? Your questionnaire is very similar to what his system calls an 'Opportunity Analysis', and your approach is similar also.

Hi BigHef,

I'm glad you asked about Michael Senoff's HMA Consultant Program because I'm curious about it too. I hope AP has time to give his take on them. I've checked out the HMA system, and have downloaded all of the audios and pdfs for their free training. The full blown program costs about $5000.00 U.S.

There appears to be similarities to some of the things AP has been teaching us, with the exception that they seem to work on a project by project model, which means you aren't making money unless you are working. Granted the fees you collect probably could allow you to take some time off if you want, but personally I prefer the hefty upfront set up fee and then get paid monthly model that AP encourages.

[AP]

Originally Posted by Curleyjohn

Even if he doesn't, it's pretty easy to do. I went to bubbleus.com and started with the business in the center and then looked at every possible service I could provide and built them in a circle like AP's Avatar.

Kind of like this but in mind map form. Then I expanded for each of the services. I plan to do the same thing to show how to increase profits.

I'm going to post my Business Blueprint (don't call it a Mindmap, client will freak out, lol) in a few days. I want to give people here a chance to complete all the downloads first. Each one of these docs are a very important part of the Process.

Mine looks completely different than that circle thig a ma jig.

My plan shows more than just services. I tell a S-T-O-R-Y.

I point out the problems first and then lead them to the solution. Clients love it and it all makes sense once they see it on large graph-like paper.

I think you'll like mine just a teetsy more.

~AP

[Curleyjohn]

I think I can see where you are going with it AP. I sent my "Blue Print" to Picasa and linked it for a better idea but I can't wait to see what your doing with it.

[AP]

Originally Posted by EMaria

I hope AP has time to give his take on them. I've checked out the HMA system, and have downloaded all of the audios and pdfs for their free training. The full blown program costs about $5000.00 U.S.

There appears to be similarities to some of the things AP has been teaching us, with the exception that they seem to work on a project by project model, which means you aren't making money unless you are working. Granted the fees you collect probably could allow you to take some time off if you want, but personally I prefer the hefty upfront set up fee and then get paid monthly model that AP encourages.

Offline is Offline. There are so many programs and WSO's out there today it will make your head spin. I've been doing this since the 80's, back then it was called "Business Consulting." About a year or two ago it became Offline Gold, lol. This is NOT something new. It's because of the advent of the Internet, which businesses really didn't start to latch on to until about 2004.

Yes, there have been co's on the Internet for 15 years, but the affordability, the technical aspect, and the dissipating Yellow Page effect makes it necessary for businesses to now look at other avenues. The Internet being the biggest resource.

Now people with IM skills, such as members here can provide the knowledge and the resources to help business owners Compete with the Big Boys. The playing field has leveled.

I try and help the business in every aspect of efficiency, training, and marketing which happens to include the internet. Local Search just happens to be my forte. I never knew National SEO because all my businesses were local. Local search is completely different.

Take your skills, your comfort level, and work with that first. Move up in price when you can offer more benefits to the small business owner.

Whatever system you decide to come up with on your own, just make sure it has Monthly Continuity money or forget it. I can take the next 6 months off and still have huge money coming in every month. My clients may get a little ticked off me not being available, but they'll still pay. One time money sucks! Leave it to the Website guys.

Use whatever talents you have TODAY.

• Create a Google/Yahoo! Local Map listing (FREE)
• Get your client listed in the Vertical Directories (FREE)
• Set up AWeber, write a few auto-responders (Client pays)
• Now place a Lightbox or email capture on their website (FREE)
• OnPage SEO (Title tag, Meta tag cleanup will suffice, FREE)
• Free Press Releases (scribble something and post it up, FREE)
• Free Blog
• Free Twitter account
• Write some Free Atricles and post to Ezine (FREE)
• Have the client call his Merchant account and Print email capture on every receipt. Customer can get "Preferred Offerings" Great for any Restaurant and Retail stores (FREE)

Just doing that will give your small business owner a Significant advantage over other businesses competing with him.

~AP

[EMaria]

Originally Posted by Magic Mel

Here is a trick, to see what the competition is doing: look at the ValPacks/MoneyMailers and checkout what these businesses types are doing.

Look at the dentist coupons, slogans and specials. Look at the restaurant coupons, specials and tricks to get people to come and buy from them (urgency factors).

If you look through these mailers, I am 100% positive that you can come up with ideas on... how you can help your potential clients/businesses

Love to hear your comments on this.

Hi Magic Mel,

This appears to be a good way to gain some valuable insight on ideas to help clients. However, I never receive Valpaks in the mail. I used to. Do you know if there's a way to get on their mailing list?

[Sebulba]

Can't wait - Thanks

Seb

Originally Posted by AP

I'm going to post my Business Blueprint (don't call it a Mindmap, client will freak out, lol) in a few days. I want to give people here a chance to complete all the downloads first. Each one of these docs are a very important part of the Process.

Mine looks completely different than that circle thig a ma jig.

My plan shows more than just services. I tell a S-T-O-R-Y.

I point out the problems first and then lead them to the solution. Clients love it and it all makes sense once they see it on large graph-like paper.

I think you'll like mine just a teetsy more.

~AP

[Sebulba]

What AP is saying here he basically says earlier in response to one of my questions. That post was one of the key posts on this thread, take it to heart and you can make this change your life.

Seb

Originally Posted by AP

Offline is Offline. There are so many programs and WSO's out there today it will make your head spin. I've been doing this since the 80's, back then it was called "Business Consulting." About a year or two ago it became Offline Gold, lol. This is NOT something new. It's because of the advent of the Internet, which businesses really didn't start to latch on to until about 2004.

Yes, there have been co's on the Internet for 15 years, but the affordability, the technical aspect, and the dissipating Yellow Page effect makes it necessary for businesses to now look at other avenues. The Internet being the biggest resource.

Now people with IM skills, such as members here can provide the knowledge and the resources to help business owners Compete with the Big Boys. The playing field has leveled.

I try and help the business in every aspect of efficiency, training, and marketing which happens to include the internet. Local Search just happens to be my forte. I never knew National SEO because all my businesses were local. Local search is completely different.

Take your skills, your comfort level, and work with that first. Move up in price when you can offer more benefits to the small business owner.

Use whatever talents you have TODAY.

• Create a Google/Yahoo! Local Map listing (FREE)
• Get your client listed in the Vertical Directories (FREE)
• Set up AWeber, write a few auto-responders (Client pays)
• Now place a Lightbox or email capture on their website (FREE)
• OnPage SEO (Title tag, Meta tag cleanup will suffice, FREE)
• Free Press Releases (scribble something and post it up, FREE)
• Free Blog
• Free Twitter account
• Write some Free Atricles and post to Ezine (FREE)
• Have the client call his Merchant account and Print email capture on every receipt. Customer can get "Preferred Offerings" Great for any Restaurant and Retail stores (FREE)

Just doing that will give your small business owner a Significant advantage over other businesses competing with him.

~AP

[EMaria]

Originally Posted by AP

I'm going to post my Business Blueprint (don't call it a Mindmap, client will freak out, lol) in a few days. I want to give people here a chance to complete all the downloads first. Each one of these docs are a very important part of the Process.

Mine looks completely different than that circle thig a ma jig.

My plan shows more than just services. I tell a S-T-O-R-Y.

I point out the problems first and then lead them to the solution. Clients love it and it all makes sense once they see it on large graph-like paper.

I think you'll like mine just a teetsy more.

~AP

Oh boy! oh boy! oh boy! ... Another goodie. You are spoiling us AP.

[AP]

Originally Posted by EMaria

Oh boy! oh boy! oh boy! ... Another goodie. You are spoiling us AP.

Yes I am. If I see my work in a WSO I'm going to kill someone.

Please start prospecting and meeting owners. You have all the tools and the Questionnaire to start doing that.

The Business Blueprint is one of the last things you'll do.

Now stop reading this thread and do a Mailer, talk at the Chamber of Commerce, some local organization, etc...

~AP

[RevenueRabbi]

AP,

As a business strategist and Entrepreneur that has been featured in many national publications... and I must say, I am truly blown away by the amount of knowledge you have shared with the Warrior Forum in this thread.

$10,000 mega-pitch-fests don't provide even a measly 5% of the value you just did.

Issamar Ginzberg

[JRG]

Thanks again AP for a great document.

I can't remember if I posted this before or not.

On the Google maps tips, here is something I have done for my clients and have sometimes had great success.

I do a search for the keywords in their area and look at the google map results. I then click "more info" and it will show "other websites" I believe these are the citations AP mentioned. It is not the same as backlinks as it will only show directories in my experience.

So I go through here and find all of the places that their competitors are listed this is a great way to find vertical directories that you may not know about. Usually you will find many local directories that their competitors are listed in.

For example, on a Martial Arts school I am working with, I noticed their competitor was listed on a party site. This was a great idea because they offer birthday parties as a lead generator. Needless to say my client is now listed there and is offering birthday parties as well.

I found 6 different sites to have my client listed in, that I would not have known without doing that.

[Dexx]

Are vertical directories mostly just a USA thing?

I did a quick search on Google for Canadian-based ones and cant seem to find any

~Dexx

[AP]

Originally Posted by JR Griggs

Thanks again AP for a great document.

I can't remember if I posted this before or not.

On the Google maps tips, here is something I have done for my clients and have sometimes had great success.

I do a search for the keywords in their area and look at the google map results. I then click "more info" and it will show "other websites" I believe these are the citations AP mentioned. It is not the same as backlinks as it will only show directories in my experience.

So I go through here and find all of the places that their competitors are listed this is a great way to find vertical directories that you may not know about. Usually you will find many local directories that their competitors are listed in.

For example, on a Martial Arts school I am working with, I noticed their competitor was listed on a party site. This was a great idea because they offer birthday parties as a lead generator. Needless to say my client is now listed there and is offering birthday parties as well.

I found 6 different sites to have my client listed in, that I would not have known without doing that.

I'll give a big tip here. That's definitely one thing I do already, reverse engineer the other listings on Maps.

Swipe all their "Citations."

In addition this is where "Citations" are a BIG help. If you can't get your client ranked on Maps, then look at what the existing Listings are using for their "Citations." Get your client these links and if you fully optimize your clients local listing you should bump someone Out of the 7 pack in that category.

Another tip is to use Local, Local, groups like the Village board, the chamber of commerce, unique local organizations. Google wants to verify "you are who you say you are." If your local police, fire, village board, etc... say YOU are YOU, then Google will give you top listing.

Just make sure you have Superpages, Yelp, etc... listed also.

Upload all pics and videos to your listing also. Do everything they ask including adding a coupon.

I've got more, but this is a Whitehat forum.

~AP

[JRG]

Originally Posted by Dexx

Are vertical directories mostly just a USA thing?

I did a quick search on Google for Canadian-based ones and cant seem to find any

~Dexx

I don't see why they would be.

A vertical directory is just a niche specific directory you could call it. The yellow pages, ibegin, merchant circle etc.. are all horizontal directories, they cover all businesses.

Something like Vancouver Plumbers Directory would be a vertical one. Or that party planners directory I mentioned would be one.

[AP]

Originally Posted by Dexx

Are vertical directories mostly just a USA thing?

I did a quick search on Google for Canadian-based ones and cant seem to find any

~Dexx

Here ya go Dexx

http://tinyurl.com/ygegg8z

http://tinyurl.com/yly3ly9

~AP

[JRG]

Originally Posted by AP

I've got more, but this is a Whitehat forum.

~AP

I'm sending you a pretty long email, maybe you can enlighten me in a reply,

[Dexx]

Originally Posted by AP

Here ya go Dexx

Let me google that for you

~AP

lol ohhhh I'm dumb

I was typing in Canadian Vertical Directories, thinking that I was actually looking for "vertical directories"

So basically just find niche-related listings online for the client to be listed in...gotcha!

~Dexx

[Aaron Moser]

AP,

Could you share some more info on how your website looks? Is it a squeeze page/sales page or does it look more like Internet and Search Engine Marketing Agency | Prime Visibility or something?

I'm trying to imagine what your might look like based on what you've said.

Do you use a lot of sales copy, how many pages is your site?

Sorry for all the questions... hope you don't mind sharing.

Thanks

-Aaron

Can you suggest any sites that look similar yours?


Hope you don't mind sharing...

Thanks

-Aaron

[Kristen]

Originally Posted by AP

My plan shows more than just services. I tell a S-T-O-R-Y.

I point out the problems first and then lead them to the solution. Clients love it and it all makes sense once they see it on large graph-like paper.

I think you'll like mine just a teetsy more.

~AP

Of course you tell a story. I can't help but notice that every document you hand your client is not just information gathering, but really marketing--helping them see the problems with their current state and showing them where you want to lead them.

As has been stated by others, when applied this info will be life changing for us, our customers and our families.

Thank you AP.

[AP]

Originally Posted by Aaron Moser

AP,

Could you share some more info on how your website looks? Is it a squeeze page/sales page or does it look more like Internet and Search Engine Marketing Agency | Prime Visibility or something?

I'm trying to imagine what your might look like based on what you've said.

Do you use a lot of sales copy, how many pages is your site?

Sorry for all the questions... hope you don't mind sharing.

Thanks

-Aaron

My site looks almost Identical to this, except I have a real video on top.

The 'Little Boss' Five Step Formula for Creating Super-effective Sales Videos in No Time Flat (sp)

There are about 6 pages visible, the rest are hidden. apsite.com/restaurant

More copy than probably anyone here. I make people jump thru hoops.

I want the site to do Most of the heavy lifting.

~AP

[AP]

Originally Posted by Kristen

Of course you tell a story. I can't help but notice that every document you hand your client is not just information gathering, but really marketing--helping them see the problems with their current state and showing them where you want to lead them.

As has been stated by others, when applied this info will be life changing for us, our customers and our families.

Thank you AP.

I've never had anyone evaluate my process, so maybe you're right.

~AP

[TheMagicShow]

Originally Posted by EMaria

Hi Magic Mel,

This appears to be a good way to gain some valuable insight on ideas to help clients. However, I never receive Valpaks in the mail. I used to. Do you know if there's a way to get on their mailing list?

Valpak.com - Coupons for restaurant discounts, grocery deals & more!

Welcome to Promotion Exchange Inc

There you go, go to their sites and ask to be on their list.

Cheers,
Magic

[Kristen]

Originally Posted by AP

My site looks almost Identical to this, except I have a real video on top.

The 'Little Boss' Five Step Formula for Creating Super-effective Sales Videos in No Time Flat (sp)

There are about 6 pages visible, the rest are hidden. apsite.com/restaurant

More copy than probably anyone here. I make people jump thru hoops.

I want the site to do Most of the heavy lifting.

~AP

Navigation? How do restaurant owners get to apsite.com/restaurant?
Testimonials or your books on the home page?

[sb]

Originally Posted by AP

Yes I am. If I see my work in a WSO I'm going to kill someone.

Please start prospecting and meeting owners. You have all the tools and the Questionnaire to start doing that.

The Business Blueprint is one of the last things you'll do.

Now stop reading this thread and do a Mailer, talk at the Chamber of Commerce, some local organization, etc...

~AP

You are a righteous man AP. And if anyone tries to do a WSO of your stuff, you've got an entire army to destroy the poor fool.

Would you please tell us... When you use the Dunning letters approach, is their goal to drive the prospect to your website or to make a phone call?

Once again, Thanks A Million for all you've shared.

[Sebulba]

I am guessing that AP gives them the Specific URL. Remember he says that he is always in TOTAL Control.

Seb

Originally Posted by Kristen

Navigation? How do restaurant owners get to apsite.com/restaurant?
Testimonials or your books on the home page?

[dremora]

Had a meeting with the first client... This is great. Another one is lined up. And a whole load of prospects. Luckily for me, we have a great resourcve with a ton of local leads, no need for Dunning mailer anymore. Converting just the leads we already have should pretty much do it (and boy do they convert... Thanks again AP!!!)

[Sebulba]

This Thread is beyond words.

I have been very busy getting everything ready for getting started. I am going to run through what I have so far and hope others can benefit and that still others will redirect me where I am going wrong.

1. Gather names of businesses from the Yellow pages with substantial sized ads.
2. Marketing letter is written with a strong call to action to go to my website and sign up for a $500 Email Marketing Course. (No contact information in the letter except the website)
3. Website is built with the marketing course and some other information, Including my brand new USP. (No contact information on the website.)
4. Auto-responder and form are built for the Free Marketing Course. Each E-mail lesson will have a Call To Action to get a free consultation by a mailing and asking for a questionnaire, promising to get back to them within 48 hours of receipt of the "Mini Questionnaire" (This Questionnaire will give me enough information to research their business, and their competition before the meeting.
5. Still need to design the Mini Questionnaire, but I think that their is enough info on this thread to get the job done.
6. Now, this is where I need a little input. I am located in a desolate area so will need to do the next step over the phone. Go through AP's Business Worksheet. I wish I could do this in person, but geography at the start is going to be limiting.
7. Then I will come back to a meeting, again on the phone, with the business blueprint that AP has promised us (Can't wait). I may mail it to them prior to our phone meeting then go over it together.
8. This may be the point that a verbal agreement will take place and I can send have them Paypal the initial fee to me, at which point I will send them the agreement to sign and get to work.
9. Start some of the online work and other things that can be done long distance, and schedule a workday at their location.

When I get a workday in that area I will schedule meetings for more prospects the day before or after the workday.

What do you think, please tell me where I am going wrong, I want to fail fast and get to success quickly.

Thanks in Advance

Seb

[SteelDanno]

Originally Posted by Curleyjohn

Good luck!

Maria Gudelis recommended Base Camp on her webinar last week but does that really qualify as a CRM? IDK haven't gotten that far yet.

Not sure if or why Maria would recommend Basecamp as a CRM ... it was developed as a project management application (and is a very good one). The same people behind Basecamp released another CRM service which believe is called Highrise. I checked it out when it launched a couple years ago and it was decent, but simple. Nothing like the full blown Salesforce or SugarCRM but that can be a good thing!

[mktmkr]

We're on our way! My biz partner and I are in the middle of setting up our funnel. We've got our free report ready to go and having our VA get our list together for our Dunning process. More importantly we've got appointments scheduled! One is tomorrow and another next week. With the networking events we've got scheduled over the next few weeks, I'd say we're in a great position to keep filling our funnel.

Thanks a million to AP, Dexx, Vagabond, DogScout, and everyone for your incredible contributions!

ACTION, BABY!

[MWGrubb58]

Nothing beats a face to face meeting.

You get a chance to see if you actually want to work with a client.

Frankly, if you get an ulcer from a client, it doesn't matter how much they pay you. It ain't worth it. Ya gotta see 'em or at least talk with 'em over the phone.

People don't bite.

Millard

[Dexx]

Hey AP couple Qs:

1) For those who aren't experienced in "training sales staff" what would typically be involved in this step? Should we instead be directing the business owner to a training resource of some sort? Or are we just training them on how to promote the USP and collect lead info?

2) I was trying to find the post where you answered the ROI question you aim for, but could you answer again what you base your fees on / ROI.

i.e. If you know you can increase sales by $100,000 over the year, do you aim for a ROI of 4-1 (i.e. you charge $25,000 in total for the year as the business earns $100,000 or $250,000 if the business will earn $1,000,000)

or do you aim more for a 10-30% fee of predicted sales in general?

Cheers,

~Dexx

[Curleyjohn]

AP:
As I went back to through this thread to extract as much gold as I could, I ran across a couple of things that didn't raise a question at the time, but now that I have gotten the picture its a different story.

Originally Posted by AP

Managing Expectations with a Client is very important. I don't talk about percentages. 100% of ALL my clients within 90 days all say "Wow, I had no idea this system would work so well."

So a statement of "Let me show you how I can grow your business by 25% in less then 90 days" should be avoided? What do you use for triggers then? Say in copy for your letters?

Originally Posted by AP

For me, getting the money is so easy. The hard part is Implementing everything I promised
Could you expand on this. Do you mean changes that your making from with in the operation and not online?

Originally Posted by AP

I do give a Guarantee.

I have a printed Guarantee that looks like a Diploma. It simply states if the Customer isn't 100% satisfied after (2) months (and they paid in full) they can get 100% of their monies paid to me.

A 100% Money-Back Guarantee.

They must allow me to do my full setup, normally 15 days to get started, then the next 60 days of marketing.
What would be a full set up?

Originally Posted by AP

I do no backlinking, yup. Listed below are the basics of what I do. I only do a few per month for any one client. Even my one client for 12k per month only gets a few of these.

I'll bet most of you don't know the Key to my success. Care to guess? I'll give a hint, it has very little to do with the Internet. The answers are found below.

But my clients don't know that.

Article writing
Local Maps Google, Yahoo!, etc...
Get listed in Top Vertical Directories
(2) 15 minute consults per month
Handle Email marketing
Adwords management (sometimes, minimum spend 2k per month)
Paid traffic
Direct Mail campaigns
Site Design
Customized Twitter page (one time setup, then will get client 2,000 followers via software)
General Marketing Consulting
Onpage SEO
Once in a while I'll create sister sites
Free Press Release
Paid Press Release (Quarterly PRweb.com)
Provide resources for Quarterly Newsletters, etc... (Affiliate)
Some staff training
So you drip these services basically? Is that to avoid overloading the client with traffic? Would that hold true for smaller cities? Say 500,000k?

Originally Posted by AP

That's funny! A "Profit Leaks Checklist?"

I never thought of that? As I said many times, the Teacher learns more than the student. I'm going to start a Checklist today.

I look for the following (off the top of my head):

• Does the company have a USP? Does every employee, vendor, customer know their USP? Is it integrated in all their advertising?
• Do they meet and greet their customers properly?
• Do they answer the phones properly?
• Are the staff courteous & helpful?
• Is the staff trained to handle sales properly?
• Are they priced properly? I always want my clients in the Top 25% of pricing. We will offer better service, warranty, bundling of product, etc.. to meet the customers expectations of price.
• Is the company marketing enough products?
• Are they UP selling, Cross selling, Down selling, bundling products, maintenance agreements, etc...
• Do they have a website?
• Does the site Convert prospects to buyers?
• Does the site need to be redesigned?
• Has the company claimed their Google Maps?
• Are they located in the Major Vertical Directories?
• Do they have any Soc Sites like Twitter, Linkedin, Facebook, etc..?
• Do they accept all Methods of Payment?
• Are they doing any Joint Ventures? Any other alliances?
• Do they belong to any Organizations to help promote business, Chamber of Commerce, BBB, Local charities, etc...?
• Do they have a powerful Guarantee?
• Do they have the proper work hours? Could you separate yourself from others by being open sooner or longer than other businesses?
• Do you make it easy for customers to Buy from YOU? Do you offer financing, easy payment terms, all credit cards, PayPal, Google checkout, etc...?
• Are they doing any Press Releases?
• Have they gathered Testimonials and are they using them in Print media?
• Are they using any Celebrities to endorse their business?
• Are they using Centers of Influence to get more business?
• What Profit leaks is in your marketing? Are they Tracking results?
• Are they Tracking the conversions of Prospect to Buyers?
• Do they know the LTV (Lifetime Value) of a customer? This allows them to spend the maximum upfront to acquire an Initial customer.
• How are they doing Customer & Prospect follow up?
• Are they using Newsletters?
• Do they have a blog?
• Do they have regular email campaigns?
• Are they Maximizing ALL media? Are they doing every single media that offers a ROI of 1-1?
• Have they created Sister sites?
• What is the average ticket size?
• How can it be increased?
• Is the client utilizing his customer database?
• How does the company treat their best customers?
• Are they doing any Direct Mail campaigns?
• Are the premises clean, their vehicles, bathrooms, etc...?
• Do the employees wear uniforms, do they have a dress code?
• Have they researched the competition?

My brain is on overload, need to take a break. I'll create my "Profit Leaks Checklist" and release next week.

Any input from members here will be appreciated. I'll collect ideas from this thread (and give Credit where due) and my own list and put them in a Word Doc.

I had to repost this just because what is there by itself, is a great checklist.

Thanks,

~AP

Thank you,
John

[Curleyjohn]

Originally Posted by SteelDanno

Not sure if or why Maria would recommend Basecamp as a CRM ... it was developed as a project management application (and is a very good one). The same people behind Basecamp released another CRM service which believe is called Highrise. I checked it out when it launched a couple years ago and it was decent, but simple. Nothing like the full blown Salesforce or SugarCRM but that can be a good thing!

My bad, what I should have said was, Is basecamp a CRM because I'm not sure exactly what is considered a content manager. On me not her.

[Lance K]

Let me preface this by saying that I didn't doubt the experience and expertise of the offline wizards in this thread when they spoke about business owners being clueless.

That said, I ran across something interesting when doing a little research.

I was checking out the current adwords practices of local cosmetic surgeons. The doctor who holds the #1 PPC spot for "boob job" is a specialist in FACIAL PLASTIC SURGERY. Nowhere on his landing page (or anywhere on his site for that matter) does it mention "boob jobs" or even breast augmentation. The title for his ad is "Plastic Surgeon".

Here are the services he offers according to his website...

We offer the following plastic surgery procedures:

Facial plastic surgery, Eyelid surgery, Lifestyle lift, Cheeks augmentation, Chin augmentation, Nose reshaping, Protruding ears

That's it. But he's paying to hold down the #1 spot for "boob job" (locally) on adwords.

And when I search CITYNAME plastic surgeon, he's not listed in the "7 pack" as AP calls it. He's not even listed at all. And he's not on page 1 of the organic results.

For the term CITYNAME facial plastic surgery...he's not in the "7 pack" there either. He is listed in position "I". But as before, his site is nowhere to be seen on page 1 of the organic results. He does hold the #2 PPC spot, but again uses the "Plastic Surgeon" ad headline. No mention of "facial" (his specialty) anywhere in the ad.

[Dexx]

Someone probably just ran a generic keyword search for cosmetic surgeon and put his ad on every keyword in the list, even if they weren't related.

~Dexx

[DeepThought]

Is this what you are after Dexx? I don't have a Magic Formula <--Link to #612

Originally Posted by Dexx

Hey AP couple Qs:


2) I was trying to find the post where you answered the ROI question you aim for, but could you answer again what you base your fees on / ROI.


Cheers,

~Dexx

[TheMagicShow]

Originally Posted by Lance K

Let me preface this by saying that I didn't doubt the experience and expertise of the offline wizards in this thread when they spoke about business owners being clueless.

That said, I ran across something interesting when doing a little research.

I was checking out the current adwords practices of local cosmetic surgeons. The doctor who holds the #1 PPC spot for "boob job" is a specialist in FACIAL PLASTIC SURGERY. Nowhere on his landing page (or anywhere on his site for that matter) does it mention "boob jobs" or even breast augmentation. The title for his ad is "Plastic Surgeon".

Here are the services he offers according to his website...

We offer the following plastic surgery procedures:

Facial plastic surgery, Eyelid surgery, Lifestyle lift, Cheeks augmentation, Chin augmentation, Nose reshaping, Protruding ears

That's it. But he's paying to hold down the #1 spot for "boob job" (locally) on adwords.

And when I search CITYNAME plastic surgeon, he's not listed in the "7 pack" as AP calls it. He's not even listed at all. And he's not on page 1 of the organic results.

For the term CITYNAME facial plastic surgery...he's not in the "7 pack" there either. He is listed in position "I". But as before, his site is nowhere to be seen on page 1 of the organic results. He does hold the #2 PPC spot, but again uses the "Plastic Surgeon" ad headline. No mention of "facial" (his specialty) anywhere in the ad.

Another poor mislead advertiser, that is losing money with adwords. Hope he is not that stubborn and listens to you, if you do plan on helping him.

[Dexx]

For those that might have missed it, or just need a refresher (like I did):

Originally Posted by AP

...There seems to be a lot of questions in my mailbox about Fee setting.

Let me briefly show you how I determine my fees.

I don't have a Magic Formula. What I like to see at Minimum is my client getting a 4 to 1 ROI. Many times they get 5, 10, 20x more, but sometimes it's only 2x. Every business is different and not every business owner follows my rules. In most cases they are their Worst enemy. I can't tell you how many times a business owner has paid me 10k to 20k upfront and then they don't heed my advice. Whatever!

I have a business owner I did a JV with and they are paying us over 50k this year and they fight us constantly. They won't make the necessary changes we agreed upon. I know I got 20k upfront and a big check keeps coming every month so it's their loss.

My "Questionnaire" does all the fact-finding to determine my fees.

In effect, the business owner is setting my fees when he answers MY questionnaire. I have a clean slate with no pre-determined fees of what I can charge. I know the Minimum I'd like to get, but not the Maximum.

By asking detailed, comprehensive questions about their business I can get a feel for what my services are worth.

If I think my services can increase their profits $200,000 I’m NOT gonna charge $997 set-up fee and $497 month. I may come in at 10k-15k set-up and 2k month. Total for 12 months would be about about $35k. The client would see a ROI of 6-1 for every dollar invested with me.

Worst case scenario he only makes back my fees of 35k and that would still be a good deal for them, let me tell you why. The business owner would have been taught sound fundamental lessons about increasing traffic, converting more prospects to buyers, and general business methods that will follow him for years in any business he incorporates...

Have a great weekend.

~AP

[AP]

I've had several emails asking me about what is a "Vertical Directory?"

I've posted an attachment listing the Important Directories you want to have your client in. These Directories are used as "Citations" by Google, they are very important for your clients success if you plan to have them in Maps.

It's really a combination of Vertical and Horizontal: Horizontal vs Vertical Directories - What's the difference? - Steve Cissel - CEO of 10-20 Media

Get your client listed in these directories first:

Google
Yahoo!
CitySearch
YellowPages
SuperPages
Yelp
InsiderPages
Merchant Circle

These are all Free for submission.

Hope this answered your questions.

Go make some money and help the Global Economy.

~AP

[DogScout]

OK,
Here is my current dilemma
entering 'dog grooming', brings up local results based I guess the server location.
(not logged in to Google, clean cache)
entering my 'location dog grooming' brings up an entirely different set of results.
In many cases the businesses in one search are within a block of the other search but the over lap is less than 20%
The 7 pack businesses are completely different, as well (no overlap)
Even comparing 'dog grooming' and the server 'location dog grooming' changes the 7 pac completely with a 20% over lap.

So using a keyword and the same keyword with the same location as the server the search comes from changes the organic results 80% or more.

So the local site needs to target both a key word and a location+keyword? In this location, there are over 50-100 location terms that could be entered within an hour's drive. So a key word + 50+ locations would need to be somehow incorporated into the site and/or directories to make sure it is one of the 20% that shows up on all possible searches?

Do searchers use their location when searching a business? Anyone that does so regularly knows Google picks up the location, or close to it without entering it.
(in another niche, the location was entered 4% of the time)
In a metro area, there would be even less advantage to entering location. But a metro area like DC/Baltimore not entering it might return VA results for Maryland customers which would/could mean a 1-3 hour travel time difference. (especially if they are FIOS Verizon customers as the servers for that whole area is in VA, even for MD customers.)

I am sure there is a way to come up for both searches, but the directories doesn't seem to affect the results with and without adding location the biz comes up on some and not on others (even does not show on searches for location searches that are closer to the biz than some location searches it does show up in!). Besides when you have a local business that can serve a lot of location names, it can get overwhelming.

Ideas?, thoughts?, solutions?

This is hard to wrap my head around, especially since drive 10 minutes in any direction puts you in a different jurisdiction name (and most locations here can be known as several names). (And if you have a client in a city or area you are not in, without using a proxy server you have no way to check the accuracy of a search that is made without a location entered. (And I wonder if a non-location search would be different for someone across the street, even if they had the same ISP. (It would assuredly be different if they has a different ISP).

My brain hurts now!

[Dexx]

AP do you have your VAs just go through the list and add your clients to the list of directories using the information you obtained from the Directories Info sheet?

[DogScout]

Originally Posted by Dexx

AP do you have your VAs just go through the list and add your clients to the list of directories using the information you obtained from the Directories Info sheet?

I need to find a good inexpensive VA.

[Dexx]

Originally Posted by DogScout

I need to find a good inexpensive VA.

You and me both!

I've had things outsourced as one-off tasks (web design, articles etc.) but have such trust issues with paying someone monthly to deliver quality results...I'll have to slowly implement them into my biz!

~Dexx

[DogScout]

Yeah, I need a Philippine harem!

[Adam Lok]

Originally Posted by Dexx

Are vertical directories mostly just a USA thing?

I did a quick search on Google for Canadian-based ones and cant seem to find any

~Dexx

This may help... Canadian Guide to Local Citations - Updated | Local Search Simplified by Shagun Vatsa

[TheMagicShow]

Here is a nice article, about local listings from SearchEngineLand.

A Call To Standardize Local Search Listings

[dremora]

Originally Posted by Dexx

AP do you have your VAs just go through the list and add your clients to the list of directories using the information you obtained from the Directories Info sheet?

He wrote in an older post that he does the directory submission himself, cause he doesn't want any screwups

[dremora]

Originally Posted by DogScout

I need to find a good inexpensive VA.

I have one that charges only $5/hr. Eastern Euro gal. Journalism school graduate (went to school in US) if you explain what you want crystal clear, she will deliver an awesome job and beat the deadline. By orders of magnitude better than those odesk folks who misunderstand everything and waste many hours with screw ups and ripping you off by padding hours (PM me if anyone wants to hire her).

Another one I can recommend is Marx Melencio here on the warrior forum, he runs a VA company in the Philippines and guaranteed to assign you the top notch Filipino VA's. The problem is he seems to be booked up with certain things. As long as it's basic VA stuff and not specialized things like keyword research/article writing, he should be able to assign someone to you quick.

If you have the $$$ there is one US based VA company that charges $40/hr, their staff is all former corporate cubicle dwellers with many years of experience. Absolutely no room for any screw up (they have celebrity clients, PM me if you want their contact info)