If you need to alter the sequence, that is okay. Just be sure to complete each point and don t stop until you have implemented them all.

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2 Introduction This program is simple, but effective. You will have to DO things and they will require some attention and persistence, but overall it is a relatively easy process. Take time to read through the whole program from start to finish. Once you ve reviewed the overall plan, start with Step One. Once you ve completed Step One, complete all of the steps as soon as you can for the best results. If you need to alter the sequence, that is okay. Just be sure to complete each point and don t stop until you have implemented them all. Once you have finished the numbered steps, implement all of the recurring actions and keep them in. Target Dates and Completion Dates Next to each step of this program are two boxes. One is labeled Target and the other is labeled Completion. The first is there for you to write in the date on which you would like to have the step completed (or implemented as a recurring action) and the other is there for you to write in the date you actually have it completed (or implemented as a recurring action). Overall Campaign Comments Overall, the plan we ve mapped out is intended to help you create a steady stream of prospects coming to you for multiple offers. This is vital to your company s growth. We will be going over upgrading your designs, branding and offers and sending consistent marketing campaigns to both your prospects and existing clients. The idea is to generate more interest in your company, increase business and allow you to meet your financial goals.

3 SECTION ONE Competition Research We know it seems that none of your competitors are doing anything worth watching, but you should still be on their mailing lists and keeping aware of what they are up to. You can analyze what they are doing that is working and what they are doing that is not working and apply what you learn from them. In order to do this, you should: 1) Do a Google search for or similar keywords 2) Visit each link on the first page of results 3) Read what is offered 4) For any that offer fill in forms for receiving newsletters or other free marketing items, sign up 5) See if there s anything you can learn about your competitors that could be useful to you Also, are updates of the latest relevant Google results (web, news, etc.) based on your choice of query or topic. Set up alerts for your own company name, your biggest competitors and any keywords specific to your industry that you would like to keep an eye on. This is very easy to do. Just go to to set it up. SECTION TWO Your Website We are currently working with you directly to redesign your website so that it represents your professionalism, reflects your brand and makes your services look valuable and desirable. The main purpose of your website will not be to sell your product online or to answer every question your visitors may have. Its main purpose will be to capture leads and to guide your visitors simply and effectively toward contacting you about what they need so they can be sold to by a. SECTION THREE Direct Mail It s great that you have been so consistent with your outflow. However, we feel that the design of your pieces and who you are targeting needs to be taken to the next level to help bring you back to the response levels that you used to receive.

4 Here are our recommendations. Step One: Your Mailing Lists Segment your mailing list by the following criteria: 1) People who have never responded to any of your marketing efforts 2) People who have responded but didn t buy anything 3) People who have done only 4) People who have done more than just Step Two: Your Designs For your direct mail piece designs, we would like to see more professional, clean-looking designs including the following on each piece: An image of a person who looks like a or is an actual A testimonial specifically about the offer on the card (for example, if the offer on the card is a webinar, the testimonial should be regarding how great the webinar was and how much they learned from it) The color scheme of your branding Your logo (We would like to see you use exactly the same logo every time rather than letting your logo vary slightly from piece to piece) One specific offer The web address of your landing page for that offer We recommend using a layout similar to our own Success Cards. Here is a sample. Step Three: Your Offers We think it s time for you to create some new offers. We would like to see you create 5 postcards. Each postcard will announce one of these 5 offers: 1) Free for your first 3 months 2) Free TeleSeminar or Webinar 3) Free 4) Free DVD 5) Free Success Video

5 For the first offer, we would like to see you create a. What we are suggesting here is making this a monthly subscription. Members would be able to participate in the regular monthly webinars or teleseminars, the sharing of successes, discussions about what s been working and what hasn t and they would be able to hear both from you and from others. For those who join the as their first experience with it will be an excellent tool for getting them engaged and interested so you can sell to them. If you do include a webinar each month, it would probably be appropriate to charge about for this monthly subscription/membership. Step Four: Repetition & Frequency of Mailings You should start out by sending one mailing each week. Mail the first card the first week, the second card the second week and so on. Step Five: Size & Format You should mail a larger piece. We recommend 6 x 11. Note on Direct Mailings We recommend mailing these cards instead of your current pieces. However, if you are concerned about discontinuing your current campaigns, you can split your list in half and continue your current campaign to one half of the list and deliver the new campaign to the other half until you see the great results you are getting from the new pieces and are comfortable with dropping the previous postcard designs and campaigns. SECTION FOUR Landing Pages Each of your postcards should tell the prospect to visit a landing page that is specific to that offer. Each landing page would include: 1) A description of exactly what the visitor will be receiving. 2) An image of. 3) A testimonial. 4) A contact form requesting only the person s name and address. Once the person fills in their name and address, they will be taken to a second page that requests the rest of the information you need from them. This way, if they fill in their name and address but then don t want to give you the rest of the information you want from them, you will already have what you need to contact them by .

6 Upon completing the second form by entering the rest of their contact information, they will be taken to another page that thanks them for their request and gives them the offer. 1) Free for your first 3 months For this offer, the page will thank them for subscribing and let them know when the next event is, how to attend, etc. 2) 3) 4) 5) Free TeleSeminar or Webinar For this offer, the page will thank them for signing up to attend and let them know what happens next, how to attend, etc. Free For this offer, the page will thank them for entering their information, and allow them to start the immediately. Free DVD For this offer, they should be able to watch a 3 minute clip of the DVD before they need to enter any of their contact information. It should be a teaser clip and convince them that they are going to want to watch the entire DVD. They will then enter their name and address, be taken to the second page to finish entering their contact information, and then be taken to the third page that thanks them for entering their information and tells them that their DVD is being mailed to them. Free Success Video This one will not just be a short testimonial clip. This needs to be a full case study including images of, graphs, the story of what happened and advice for the viewer to use for his own. It should include a teaser before the form (similar to number 4 above) and then go to the full case study page after they fill in their contact information. Note: All contact forms should include a note assuring the visitor that you will not sell or share their contact information. SECTION FIVE Pay Per Click When we Googled we did see your ad but it was not ranked very high compared to the other ads. Since you are going after such a small amount of traffic, we recommend you bid for the #1 ranking ad spot and tweak your ad copy. We also do not recommend sending Pay Per Click visitors to your home page, they should be sent to a landing page with a fill in form. We can show you examples of Pay Per Click landing pages and quote the design of one for you if you would like. For the management of your Pay Per Click campaign you can do it yourself or hire a firm. A good firm will charge a minimum of $500 a month plus Google s costs. If you would like to manage it yourself we recommend AdWords Academy Course

7 SECTION SIX Branding Establish branding for your company by using the color scheme and the same logo every time, rather than letting your colors and logo vary from piece to piece. This is very important for getting your audience to recognize you instantly. The action item for this step is to go through all of your marketing materials, find everything with your name on it and make sure it matches your branding. SECTION SEVEN Create an Association We would like for you to look into creating your own association for different company with a different name, different website, different logo, etc.. This would be a totally In order to do this: This will allow you to get more deeply involved in the industry and to keep up with all of the current events. It will give you an additional advertising outlet. It will give you an upfront view of what problems and concerns your are most concerned with at the present moment. SECTION EIGHT Public Relations Is already handling Article Distribution for you? This is something you should definitely be taking advantage of. If this is not being handled for you already, please let us know, and we can provide you with a write up on how to write and distribute educational articles all over the internet (we do this for ourselves on a regular basis). You should also create a media list of all of the people who are editors for publications that go to. This includes all associations which have publications as well as any other publications. Then send to them on a regular basis, encouraging them to contact you for content they can use in their publications.

8 SECTION NINE Follow Up Marketing Step One: Collect Addresses Get all of your addresses together and divide them into the categories we mentioned for your direct mail list. Get this all entered into an program like icontact. You also need to collect more addresses from your existing contacts to expand your list. Contact everyone in your database who you do not have an address for and let them know you are starting to send a regular e-newsletter with free information for and would like their address. Collect as many s addresses as possible. Every time a new lead comes in add it to your list. We also recommend that you purchase a list of addresses if you don t already have one (we can help you with this). Keep this purchased list separate from your self-created list because you can t send s to a purchased list through an opt-in only service like icontact. Step Two: Your Entire List You should be ing a newsletter to your entire list every week. It can be a lot of work to compile content, design and send a new piece every week so, if it is not possible to create and send them this frequently right away, start by ing a monthly newsletter and increase the frequency to weekly once you have the resources available. We do offer this as a service here at PostcardMania. If you would like more information about it, please visit We would like to see you get to the point of sending an newsletter weekly and a printed newsletter monthly. Step Three: Your Prospects We would like to see you create a series of 5 s to go along with the 5 direct mail pieces covered in the Direct Mail section above. These s would cover the same 5 offers mentioned earlier. 1) Free for your first 3 months 2) Free TeleSeminar or Webinar 3) Free 4) Free DVD 5) Free Success Video Each of these s should include testimonials and details about the offer, as well as a link to the appropriate landing page. This campaign should align exactly with the direct mail campaign. We can help you set up this campaign to be automatic when a person is added to your list. They would get each automatically at the correct intervals. Just let us know if you would like our help with this.

9 Step Four: Your Existing Customers If someone has already signed up for the and, you should then market to them using three different direct mail pieces and three different pieces telling them about the other services that are available to them and how they can sign up or find out more. Each of these direct mail and corresponding pieces would feature one specific service that you offer. or SECTION TEN Referral Relationships If you haven t already, it would be great for you to contact all of the find and offer their members a free webinar, a discount off a associations you can or some other offer. You can also find out if they offer to their member list. You can also offer for these associations to post on their websites and/or in their publications. This would be a great way for you to establish relationships with them and get free exposure to their members. SECTION ELEVEN Client Referrals Do you have an official referral program? If you don t, you definitely should create one. All you need to do is come up with something that you can give to your clients that would be very valuable for them and not too difficult for you, and then make that your official referral award. In your newsletters to existing clients, you will want to promote the referral program and thank the specific people who referred recently and announce what they received for the referral. For example, Special Thanks to Josh Green of for referring Nancy Sable of! We hope you enjoy your gift certificate for SECTION TWELVE Exploring Other Industries When you are ready to explore additional industries, what you should do is follow the same plans listed above and alter what you need to in order to make the offers and their marketing pieces specific to that industry.

10 This would include: Updating your Website Segmenting the Mailing Lists 5 Designs for 5 Offers (mailed every 3 weeks) A Landing Page for Each Piece Teleseminars and Webinars Branding and PR Items Article Distribution Marketing Referral Programs End Note It s time for you to get started! If you would like help with any of these steps, we can help you with the majority of them. If you run into questions, let us know; we re here to help and advise you with whatever you may need. Good luck and enjoy getting more clients!