Advertising and Marketing Ideas to Create Phenomenal Profits In YOUR Small Business

What Donny Deutch Teaches us about Marketing PDF Print E-mail

What Donny Deutch Teaches us about Marketing

Do you watch Donny Deutsch on CNBC? I do. It’s on at 10 P.M. weeknights & Sunday. He has interesting guests, and most of them are making tons of money at something.

I also watch The Apprentice on NBC. Every episode is like a mini-seminar on how to accomplish a goal, and the study of human nature.

Every episode has a losing team at the end of the episode, and someone on that team gets fired.

The one getting fired usually has a personality conflict with the team leader, or is just a non-contributor to the task.

I’ve noticed two constant themes.

Everyone on the losing teams blames someone other than themselves. That’s human nature.

The other theme I see is that the losing team has always lost because they stopped concentrating on the Marketing.

In the first episode this season, both teams worked at a car wash. To win, each team needed to make the most money in one day from a car wash. One team concentrated on upselling (a proven way to profit) but forgot who their market is. The team leader went out to get copies of brochures to hand out….to who? People walking by? People in cars?

The other team made some large posters right away that said something like “Carwash $10”. And then showed them to the people driving by. They won by a narrow margin.

The team didn’t win by giving the best car wash. ( you can only get a car s-o-o-o clean). They didn’t win by having the lowest price. (you can wash your car for less than $10) They won because the advertised to the best market; people in their cars who want their cars to look cleaner right now.

Had the winning team also upsold to include the car detailing (I think it was $35) the winning margin would have been much higher.
 

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Reviews from Amazon.com.

Your Survival Guide to Ad Reps Who Don't Know Any Better!, January 23, 2010

By Gloria Steinman "Obsessive Compulsive Book Re... (Sandusky, OH)

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If you have ever been approached by an ad rep, you know the feeling of confusion and frustration. They tell you how much your business will increase and how you will get SOOO many new customers. Then you run the ad, nothing happens, and the rep comes back and tells you to run it again to see if it works next time. Surely if you continue to run the ad SOMETHING will happen!

After months of spending hundreds or even thousands of dollars, many business will throw up their hands and proclaim "ADVERTISING JUST DOESN'T WORK!"

 But what you don't know, and to be honest the ad rep doesn't know it either, is that the simple act of purchasing an ad does not mean you will get a response!

There are tried and true "rules" to advertising and Claude's book is very good at laying those "rules" out in an easy to understand way. It is not the last book you should ever read on advertising but it can be used to IMMEDIATELY improve the response to YOUR advertising!

 I highly recommend this book to any small business that operates on a local level.

The $20 bucks you'll spend (at Amazon.com) on this book will be well worth it and if you actually put some of Claude's principles to work you could see a return on investment worth thousands of times the cost of this book! Claude has spent 10 years in the school of harsh reality and has tested and tweaked these methods for the survival of his own business.

Claude Whitacre is My Hero!

 An Incredibly Valuable Book!, January 19, 2010

By Mike McGroarty

The Unfair Advantage is an excellent book that every small business owner should have on their desk. Not their bookshelf, on the desk, and the pages should be dogeared from constantly refering to this book. All businesses need to and should advertise aggressively and this book really does give you an unfair advantage by teaching you how to craft your advetisements, and where and where not to place those advertisements. Advertising that doesn't work is expensive. Advertising that REALLY works is libertating and will take your business and your life to the next level and beyond.

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