[CASE STUDY] How I signed 30 new business every month for the last 3 months, simple and easy!

The power in this campaign is the proven results. If you can't back it up for a Chez Gerard, you cannot use it.

But use whatever proven results you have from an existing client. The better the proven results the better the Headline. SMS is great about offering you tracking so you can prove the results to your owners and then use that in your marketing for more leads.

The same proven results strategy works for any category, not just restaurants. That's what the owners want to hear, so give it to them by actually doing it.

Proven Results - If you don't Have any Results or Clients

If you don't have an existing client with proven results, there is an option for you... in a minute.

First, I'm seeing requests for a "catchy headline". You gotta get on the right wavelength for B2B marketing. This is lead generation, not just a post card campaign.

You can't just make it up, can you? Looking for a "catchy headline" indicates you might be on the hunt for a simple push-button solution to riches, the real world out there can give you a cold water shower with that mindset. The harder I work, the easier it gets to make money. Success gets even easier if you work smart using proven method.

What should you do if you are new and don't have proven results?


This is only for those who can pull it off. Look in the mirror and decide for yourself if you have what it takes. This is a decription of a way to get credibility from a willing cooperative owner. Start by phoning around to friends and family... ask if they know a big restaurant owner. Should take less that 20 minutes. You ask for a personal introduction, not a recommendation. Must be someone they know.

You want large restaurants only, not Mom and Pop

If you strike out on that, create a target list by segmenting the local restaurants by size. Size is the main criteria because they usually spend heavily on promotions and advertising. Choose the best restaurants from your list... spend 10 minutes on internet research, look on Yelp, check the Yellow Pages. You will see who is promoting and who is not. You are selecting the best of the best. Make some phone calls to friends asking if they've eaten there, check them out because you want the best choices.

The candidates you select are spending money now on promotions. Your effort to get that money funneled into your strategy. You waste a lot of time trying to convince an owner he should be advertising, so stay with the ones that are now.

Now, you are about 1 hour into this project.

Write a simple letter to each restaurant owner by contact name, explain you will offer to setup a custom cross-channel marketing system for one local restaurant at no charge. You want to introduce this new service to local businesses and need a proven results story.

So, I'm telling you, that you will work for free after you choose a restaurant. Adjust your thinking on this... let's continue.

What you are asking from the owners... You'd like 5 minutes of her/his time to ask a few questions. Nothing else. Don't sell. Don't offer it to that owner in the letter. You only want to meet for 5 minutes.

Describe the benefits of cross-channel marketing in the letter, but not what cross-channel marketing is. Talk about the WHY of bottom line benefits.

Whoa... what the heck is cross-channel marketing for restaurants? That's where you use several direct delivery methods and combine marketing strategies for a single business. Cross-Channel strategies maximize the sales from his regular customer base. This service has a very high perceived value and you can command high monthly fees... and you can add the rest of the methods later... after to get the SMS going.

Benefit statements I leave to you. Local reference to benefits is best obviously. If not, then do some research and borrow results from one of the SMS companies( XYZ boosted sales from their customers by 36.8% in December 2011.) Don't write about what it is, don't talk about SMS, just quote the quote line. Never write anything about SMS or techno stuff. Don't talk about SMS in person. Don't talk about VIP lists, or optins text lists... or you will sound like all the other pitchmen

Your letter simply offers the opportunity. Use a single contact phone number you can answer 24/7. No email address. I teach others how to do a strategy like this on a custom printed letterhead "From the Desk of YOUR NAME" Memo paper. I run the body of thru a laser printer, then add notes and doodles in my own handwriting on it. It has no contact info other than what I choose to add to a mailing. Telephone # works best for me.

Use high quality paper and envelopes so the mailing piece is taken seriously and goes to the A pile. That gets opened right away. Your dead in the B pile with this economy, that's the "I'll pile it over here and think about it later" mail. And C pile is the Can.

Mail the letters the way it's described on the I love Direct Mail thread. You want credibility, don't go cheap.

Do this right and you will get a phone call from at least one, if not all three. Even so, you will Followup all three up by phone, whether they phone you or not.

Go on your 5 minute appointments but do not choose one yet on this first round. Manage expectations, set your agenda. Stick with 5 to 10 minutes and leave. Announce this again on arrival.

Setting this up over the phone goes something like this talking to the owner of Chez Gerard... "I can drop by there tomorrow about 2pm and go over a few marketing questions with you, if that's Okay, just simple stuff about your business and promotions you are doing now... just to see if we make a good fit for cross-channel strategies. This won't take 5 minutes of your time, then I'll get back to you later after I have a chance to run an analysis on Chez Gerard in Syracuse metro stats trading area."

Your objective is to select the best one for you. Not the other way around. You will go see all three before deciding. Can do this in a day because you want to decide quick and get this going. Call back the other two after your decision and Thank them profusely for their time and get off the phone. Don't say who won the deal, keep that out of it.

You keep control. You are the Pursued, not the pursuer. and of course, you have taken all your years of business experience and personal experience with human nature and you chose the owner who will really cooperate... here's why...

Choose one restaurant and get it setup for text promotions fast, you manage everything, then work your tail off to make it a success. Make certain the Text coupon offers are dynamite. No Lame Offers. Go in there every day for a week, to train the wait staff. Spend another 10 to 15 bucks at Staples print center and get some small classy laminated signs to place where the wait staff can't miss them in the kitchen... reminders on how to get the optins.

KickOff Night for Optins

* Create a Saturday night offer with the owner. Free appetizers for a table of 4 people. You show up in the afternoon and have a short meeting to announce the plan to the wait staff on the day

Here's how it works...

When the party gets seated, the Waitperson explains that everyone send Keyword freepupuplatter to Short code XXXXXX because she needs the 4 coupon codes for the cash register checkout so it's free on their bill... 4 appetizers = 4 optins. The kitchen uses a special platter and makes an extra large Pu-Pu platter for the whole table. Dig in.

PV(perceived value) is high, the mental math will be 4 x $8 for customers. The Total cost about four to five bucks for the food cost and it gets four optins. Wait staff get bigger tips, Customers get a freebie. Owner is happy. Win-Win-Win.

* You offer a $100 prize on this Saturday night to the wait person who gets the most optins. give them all a unique keyword example cindypupu

This makes your Kick Off meeting that afternoon with the wait staff a real event. And this will get their behinds in gear. By the end of the night, the owner will have a huge headstart on building the optin list

* Create another offer for a party of Two. This is easy for the owner and the kitchen to track. You are tracking with the keywords. Numbers are real. Numbers prove your results.

* You will build a list fast this way. You manage all this for the owner, no whitelabel panels or confusion for him, and you create the first blast for the slow night next week... with no lame offers. The owner fills the room on a slow night, you're a hero.

Now, 2 weeks later you can send your targeted Post Cards to an extreme targeted mailing listswith the headline for your own town that is real and genuinely powerful.

You put in some effort, some time, very little money... and if you send me the city you are in... I will show you how to do extreme targeting for B2B lists that save you big on mailing expense by finding the best prospects first.

We are talking Direct Mail for Lead Generation, not saturation mailings or agency mailings for clients. This is for you to get your offline leads. The list is all important and its in the segmenting and profiling.

A real business can make real promises and deliver results. This is a realistic shortcut to make yourself into a real business with local credibility fast. Dig in, get to work, and you could be doing a KickOff meeting next Saturday night.

Actually, the KickOff and the $100 prize is exactly how you should do every new restaurant or club you sign on. It works. Kills the intertia. Builds momentum.

Best Regards,

Jan Gregory

P.S. This assumes you already have an SMS platform and know WTF you are doing with text campaigns. If you don't, then get busy and learn. Won't take long.

P.P.S Your next question might be... how can I do this for free?
Because it's smart marketing and relies on the Law of Human Reciprocity. All human beings are basically nice people who like to be kind and helpful, they just lose their way. If you have the chops to pull this off, I guarantee you the restaurant owner will chase you down to hand you a check for what you've done. I recommend you graciously refuse the check... a deal is a deal, you say. There's a real punch line to the the rest of this story, but I'll leave you with a cliffhanger today.

Awesome! Way to take some action! Now post back here with your results.

The CTA with the phone number, I have recently dropped everything but the "Call me at xxxxxx" its a stronger CTA.

I use regular first class stamps. Gets more attention.

What the PHP function is called is mod_rewrite do a google search and you'll find plenty of tutorials.

What the PHP function is called is mod_rewrite do a google search and you'll find plenty of tutorials.

I have clients all over the us. What I do is schedule a webconference just like a F2F meeting and just do the sales pitch through that with power point slides.

read older post and found answer

What Jan just shared is great.

I was going to write a lot more, but as I'm on my phone I'll just say I hope people realize the value of his shares and posts.

That's what the Warrior Forum is about.

If you ever want to be able to perform miracles and read minds, I still perform part time as a professional magician Jan and would love to to teach you the tricks of my trade (although taking your thumb off isn't as impressive as it used to be.)

Sucks that you give away a ton of great info, and people STILL have to f%#@ with it!!