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Outrageous Advertising That's Outrageously Successful — Chapter-13: Putting All The Pieces Together

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OUTRAGEOUS ADVERTISING that’s outrageously successful

1. Putting All The Pieces Together

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Throughout this book, there have been a lot of lessons about how to do a number of different OUTRAGEOUS things and all the various elements that make them OUTRAGEOUSLY successful. They all work, but the truest and surest approach is to actually put it all together.

Every element, when put together, makes the sum greater than the parts.

There’s a jewelry store in Daytona Beach, Florida, that knows all about this. The story of W.M. Ritzi & Co. Jewelers is a great example of OUTRAGEOUS growth from an OUTRAGEOUS and well-executed campaign.

This jewelry store launched a program to get Rolex repair business. According to a letter written to me from the owner, Cindi Ritzi, “My business is up over 30 percent this year, in a climate where most jewelry businesses, across the board, are way down. My Rolex repair solicitation, 5-step sequence, has generated over $35,000 in new business for repairs alone with a 37 percent response rate and a total cost to implement of $1,350.”

She spent $1,350 and generated $35,000 in business.

OUTRAGEOUS!

Here’s what she did—she used all the elements in chapters 5-9 of this book. She used a headline, offer, and deadline. She personalized her greeting and used graphics to enhance her message.

And what was her message? She was repairing Rolex watches at a fair price. She had testimonials. She sent a jumbo postcard. She sent a personalized #10 envelope. She sent a voice broadcast and finally a “follow-up” letter of regret. That’s right, she was sequential.

And when all of the elements come together like this, the results are OUTRAGEOUSLY successful.

ONE … theworst number in marketing

If you have one campaign that works in one particular media, don’t mess with success. However …

Just because you have one campaign that works in one particular media doesn’t mean the world can’t change in an instant. It can and will, and you’d better be ready. After the fact is too late.

Therefore, the worst number in marketing is “ONE.” There is simply too much risk involved with throwing everything you have into one media.

Instead, the advice here is the same as any good financial advice … diversify.

diversity leads to stability

For example, I work with a guy who was having great success advertising in his local market on a particular radio program hosted by a particular radio host. This host had helped this business grow greatly when he advertised my client’s business, but when I suggested that the business needed more than one media to get its message out, the owner said he was doing just fine with the radio personality’s sixty-second spots.

Well, one day the radio host landed a new job in another market. Good for the radio host … not so good for the business owner.

And that’s the problem. It’s very seductive for an entrepreneur to fall prey to success and ignore stability.

[Embedded image: /library/Outrageous Advertising That's Outrageously Successful/images/00017.jpeg] [OCR from embedded image; verify layout in the extracted image asset.] ATTLVING OUTRAGEOUS ADVEISING

OUTRAGEOUS exercise

Here is a list of twenty different media. Check off those you are using. Try to devise ways you could use the other media to make them part of an overall campaign.

• Newspaper ads

• Magazine ads

• Free standing inserts

• Radio

• Web sites

• E-mails

• Door hangers

• Postcards

• Publicity

• Self mailers

• Billboards

• Exterior signs

• Interior signs

• TV

• Voice broadcast

• Telemarketing

• Sales letters

• Advertorials

• Referral marketing

• Online banner ads

Perhaps the most seductive of all current media is the Internet. And that’s really all the Internet is—a form of media. Sure, it’s still new and seductive to use. But it’s not so different than any other media. It’s one option. But it’s not the only option, and you can be very vulnerable if it is the ONLY form of media you use.

In fact, there is no “only option.” Instead, the best option to guarantee success is to diversify and get your message across in many different media. By having several different things going on, you increase your exposure across a broad spectrum of customer media habits.

And the best part about stability under this program of OUTRAGEOUS advertising is that, by design, diversity leads to more than stability—it leads to more success as the cumulative message gets heard in different ways.

One final advantage of diversity is your ability to gauge results in many different media so you actually find out what works instead of simply guessing and hoping. This then gives you the confidence to spend more money on campaigns and media that work.

realizing the business you’re in

Are you ready to make a real leap in sales and profits?

Then it’s time to realize the real business that you are in, which is different than the sign you hang above your door. Success means shifting the paradigm so that you think in terms of being a marketer for your business. That, truly, is your business.

And so a professional dedicated approach to marketing your business and learning everything you can to market it better is the proper response to this new realization. Even with my experience, I attend at least two seminars a year just to keep myself engaged and learning. I am always on the lookout for new ideas. The marketing guru Zig Ziglar calls this “sharpening your axe,” meaning that in order to be very productive at chopping down trees, you have to constantly keep a sharp axe instead of allowing the one you have to go dull. The same applies with constantly being a student of marketing. I find this process incredibly useful.

And hopefully, by now, you realize how important this paradigm shift is to your future success. Think like a marketer because marketing is your job. Without it, all your other jobs would disappear.

And by thinking like a marketer, you will find diverse paths to the same goal of sales. In fact, diversity is your friend and ally, and knowledge is your weapon, and a multi-tiered campaign is always your best option.

the bob davidson ford campaign

When the Bob Davidson Ford dealership in Baltimore, Maryland, purchased another local dealership and merged the two, they wanted to get the word out to customers—especially of the dealership that was being acquired.

So the first OUTRAGEOUS step taken was to send a sales letter out in an oversized (9 × 12) envelope labeled “Rush Priority Express.”

[Embedded image: /library/Outrageous Advertising That's Outrageously Successful/images/00165.jpeg] [OCR from embedded image; verify layout in the extracted image asset.] RUSHTOADDRESSEE EXTREMELYIMPORTANT RUSHPRIORITY EXPRESS

Bob Davidson Ford/Lincoln/Mercury Rush Priority Express Envelope. You can see this in full color when you claim your FREE CD of all of the exhibits in this book by using the form on page 312.

This envelope is an example of something delivered in the mail looking important and demanding attention. When you receive something that says, “Rush Priority Express,” you have to open it.

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OUTRAGEOUS resource

“Rush Priority Express” envelopes are available through Handy Mailing Service. You can contact them by phone at (316) 944-6258.

And inside, the dealer sent a three-page sales letter announcing the merger and some deals. The first thing you notice, of course, is the headline, and then you see another trick you’ve learned earlier in this book—personalization. That’s right, this letter is addressed to a specific name.

And so it begins to fit together. But wait, there’s more!

And that is the point of putting it all together—giving more. In the letter itself are offers and deadlines and graphics and double readership and multiple aspects to the message. But wait, there’s more!

The letter also included three separate coupons for different discounts on service at the dealership.

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OUTRAGEOUS boost

The more individual items that are in a piece of mail, the better the response because it keeps the reader involved for longer.

And so the campaign with its mailing was very successful. But wait, there’s more!

After the initial mailing campaign, the dealership then sent out a voice broadcast to the customers of the old dealer and announced the exact information in the three coupons. This extra step really pushed things forward.

bob davidson ford/lincoln/mercury voice broadcast script:

Hi, this is Fred Onnen from Towson Ford just following up on a letter I sent you about THE MOST IMPORTANT MESSAGE I HAVE EVER SENT OUR CUSTOMERS IN THE PAST SIXTY YEARS.

Frankly, I’ve been swamped with phone calls, so I thought I’d try to contact our valued customers to clear up any confusion. I decided to merge our market area with Bob Davidson Ford, which now provides you with an experience like never witnessed before in the Baltimore area. Now when you patronize Bob Davidson Ford at 1845 E. Joppa Road, you will experience The ULTIMATE Ford Store.

This is just a reminder that the three great gift certificates I sent you expire this Monday, March 12th, and one of them is good for a FREE oil and filter change. If you can’t find your certificates, that’s no problem. Just go into the Service Department at Bob Davidson Ford and tell them that Fred from Towson Ford sent you.

Thanks so much for your previous support and enjoy The ULTIMATE Ford Store at Bob Davidson Ford.

By the way … if you have any questions, give Bob Davidson Ford a call at 410-823-3131.

The campaign, in fact, was so successful that they wished they had sent out only half the list and then followed up with the other half later because the shop literally became too busy to keep up.

the infusion software campaign

Infusion Software is a company that produces a customer relationship software (CRM) product that helps companies keep track of customers and their marketing campaigns.

It is a rather sophisticated, but affordable, software that makes it easy for companies to track results and make sure the steps in campaigns go out when they are designated to do so.

When Infusion wanted to market an optimization information kit for their Infusion CRM software, the company wanted to get the word out to existing customers in a fun yet deliberate way.

So, Infusion launched a nine-step campaign to sell their Marketing Excellence Kit. Yes, nine steps.

The company took advantage of a scenario involving some of their customers, who were actually Ultimate Fighting coaches, martial arts coaches, and wrestling coaches … “a group of folks you don’t want to mess around with,” claimed part of the Infusion marketing team.

It worked like this: These Ultimate Fighters attended a live customer event on optimizing the use of the software. Then the company sold DVDs of the seminar along with the manual from the event as its Marketing Excellence Kit. The campaign was based on the concept that the Ultimate Fighters didn’t want Infusion giving their secrets away.

It started with a three-page e-mail describing the seminar and how optimizing the software with “insider secrets” would make profits skyrocket.

Following the e-mail came a fax, then another e-mail, and then another fax. Five e-mails, three faxes, and finally a letter was sent in the sequence.

Each step in this nine-step approach to existing customers then funneled readers to an online sales page, and it was focused on all customers who had not yet purchased the kit.

Here is a capsule look at their campaign.

Step

Media Type

Subject

Drive To …

1

E-mail #1

Leverage Infusion CRM to the hilt

Online Sales Page/Order (infusionsoft.com/me)

2

Fax #1

This man’s fate is in YOUR hands…!

Online Sales Page/Order (infusionsoft.com/me)

3

E-mail #2

Infusion CRM Power Users Share Their Secrets

Online Sales Page/Order (infusionsoft.com/me)

4

Fax #2

This is YOUR last chance!

Online Sales Page/Order (infusionsoft.com/me)

5

E-mail #3

From the desk…Err… Hospital Bed of Clate Mask!

Online Sales Page/Order (infusionsoft.com/me)

6

Fax #3

The Phoenix Customer Relationship Trauma Center

Online Sales Page/Order (infusionsoft.com/me)

7

E-mail #4

URGENT: Time is RUNNING OUT…

Order through single click from e-mail

8

E-mail #5

A Big Fat ‘Sorry’ from Clate Mask!

Order through single click from e-mail

9

Letter

“Congratulations… and an apology!” Study/use the kit - reinforce the benefits

Study/use the kit—reinforce the benefits

Results: 141 orders ($210,000) and a bunch of interest around our next customer event.

Reported interesting results back from Infusion after the promotion was completed:

• We used our own software to manage and automatically execute the entire campaign and orders.

• Steps 1-6 generated 41% of the orders and ran over a period of 58 days.

• Steps 7 and 8 generated 59% of the orders and ran over a period of 9 days.

• Steps 7 and 8 employed a new CRM feature allowing our existing customers to order by simply clicking a link in an e-mail. When we removed barriers to ordering, our sales skyrocketed.

• Feedback on the campaign was very positive: customers liked seeing we enjoy having fun (not just a bunch of software nerds), they got a kick out of the cartoons, and it generated a lot of interest in our next customer event.

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OUTRAGEOUS resource

The InfusionSoft COMPLETE nine-step campaign can be seen in full color when you claim your FREE CD of all of the exhibits in this book by using the form on page 312, but for now let me tell you about some of the highlights.

When you look at the campaign on the FREE CD, you’ll notice that it all fits together. First of all, you’ll notice that there actually is a flow to the campaign filled with personality. It’s, in fact, a bit of a story … an OUTRAGEOUS story.

And the story keeps people engaged. Even if they don’t buy after the first steps, the story gains power with each retelling and tweaking of the general idea that these Ultimate Fighters were upset with the owner of the company for giving away their “insider secrets.”

It’s funny and it’s fun—and best of all, it’s memorable because it is OUTRAGEOUS.

The first letter simply introduces the product and the story behind it—including the Ultimate Fighters.

The next correspondence in the sequence is a fax that shows a fun image of the president of Infusion, Clate Mask, being held in a headlock.

And, as in each correspondence, this has all the essential elements of a great ad including a headline, an OUTRAGEOUS image, personalization, an offer, and a deadline. And it connects and refers back to the previous correspondence.

A lot of why this works is because of the personality that Clate Mask displays in his correspondence—a fun, funny pitch that keeps the reader reading.

In e-mail number three, the fifth correspondence, Clate pretends to be writing from a hospital bed because one of the Ultimate Fighters hurt his neck. In it, he tells of his fanatic interest in getting the information out. It’s funny, and it keeps the interest. Check it out.

As the campaign wears down, on the seventh and eighth correspondences, Clate pushes the concept of a deadline and a great opportunity flying by. And, as you can see in the chart about the campaign, those last two there-really-is-a-deadline pieces generated 59 percent of all the orders in just nine days.

Finally, the last correspondence is sent to customers who agreed to try the material on a trial basis and then purchase. It is a letter of thanks with many reinforcements of the benefits of the kit.

This letter, with a clever apology for sending this decide-now material during the busy Christmas season, comes with the trial material.

The subject moves completely away from the Ultimate Fighter theme and into a cheery Christmas theme with the promise of lots of profits. This final, personalized reinforcement is a nice touch, showing involvement to the end.

I also want to point out that this campaign didn’t use just one media. NO! This is a combination of three different diverse media:

1. E-mail

2. Fax

3. Snail mail

After all, “diversity leads to Stability” even when you are a software provider that delivers everything online.

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OUTRAGEOUS resource

Information about InfusionSoft can be found at http://infusionsoft.com/outrageous.

the glazer-kennedy super conference campaign

YES, I practice what I preach.

So when Dan Kennedy and I set out to promote our 2008 MARKETING & MONEY-MAKING SuperConference in Nashville, Tennessee—featuring Gene Simmons of the rock band KISS—we put all of these lessons into practice. The seminar also featured George Ross, who is Donald Trump’s vice president and often seen on the hit TV show The Apprentice, as well as the president of High Point University and chairman of the board of The Great Harvest Bread Company, Nido Quebin.

Since we wanted to make this our highest attended SuperConference ever, we were methodical and yet OUTRAGEOUS in our approach. Oh … and we were also relentless.

a three-phase campaign

The SuperConference campaign is built in phases.

Phase one is for the first early bird discount, which begins in November and ends December 31.

Once we see where we are with registrations, we then have a strategy meeting to schedule out phase two, which includes some breakout campaigns such as one to new members and another one to long-time members who have never been to a SuperConference before.

Then we move to phase three, which is again to see where we are with registrations and then decide what we need to do from there.

PHASE 1

Starting in mid-November, we sent out a big mailing to our members announcing the details of the SuperConference. This was a very elaborate mailing that actually went out in a UPS envelope that was sent through the U.S. Postal Service. You wouldn’t believe how many of our Glazer-Kennedy Insider’s Circle members asked us how we were able to send out a UPS envelope through a U.S. post office. This certainly put us in their A pile!

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The Glazer-Kennedy Insider’s Circle UPS envelope. You can see this in full color when you claim your FREE CD of all of the exhibits in this book by using the form on page 312.

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OUTRAGEOUS resource

RST Marketing has the exclusive contract to mail UPS envelopes through the U.S. Postal Service. You can find details about them at http://rstmkt.com/.

As I mentioned above, inside this envelope was a very elaborate mailing comprising twenty-eight pages explaining everything about the SuperConference.

[Embedded image: /library/Outrageous Advertising That's Outrageously Successful/images/00167.jpeg] [OCR from embedded image; verify layout in the extracted image asset.] -KennedyInsider'sCircleMembers andMembers'Convention SIMMONS ngerofKim, atthe20b8 onference! DID YOUSOTICETCE PACXASR RAS SENTTOTOU 000 000 WARNING READSHESPONDNOLATERTHA 12/31/07

COVER of the Glazer-Kennedy Insider’s Circle SuperConference twenty-eight-page mailing. You can see this in full color when you claim your FREE CD of all of the exhibits in this book by using the form on page 312.

But we didn’t just stop with the twenty-eight-page letter. Inside the letter was another letter with a SuperConference keychain that promoted the fact that we were giving away a brand-new Ford Mustang convertible at the SuperConference.

A plastic bag was the first thing you saw when you opened the envelope, and the bag contained a key ring with our SuperConference logo on it—looking much like the Superman logo—and a card asking, “May I give you the keys?”

And then inside was a photo of a beautiful red Ford Mustang convertible asking the same question.

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Super Conference Ford Mustang giveaway insert. You can see this in full color when you claim your FREE CD of all of the exhibits in this book by using the form on page 312.

And also included was a letter explaining the Mustang giveaway and introducing the seminar, its benefits, and the deadline for the fast-filling event.

The campaign had begun, and we received great response to our first mailing. But we were not going to stop at just one attempt to get people to come to our great seminar.

Instead, we just went more OUTRAGEOUS.

Beginning on December 10 at 6 a.m., we began sending out e-mails to our top-level Gold-Club members talking about our upcoming seminar and our December 31 deadline to register and get an “Early Bird Discount” of $500.

And in that initial e-mail, a KISS was given. The e-mail, which came from Dan Kennedy, talked extensively about this “real life superhero,” Gene Simmons, coming to our seminar to give business-building information. This genius who owns all the licensing rights to the KISS brand was easy to sell as a featured speaker.

It was a great introduction, but it was only the beginning. Talk about putting it all together. This campaign was put all together.

Between December 10 and our early bird deadline of December 31, we sent eighteen e-mails. Each was extensive and detailed a continuation on our message that we were selling out quick and this was the opportunity of a lifetime.

Putting eighteen of these e-mails in here might be overkill, although let’s face it, it would be OUTRAGEOUS! Instead, here is an example of one of these e-mails.

[Embedded image: /library/Outrageous Advertising That's Outrageously Successful/images/00169.jpeg] [OCR from embedded image; verify layout in the extracted image asset.] EMAILN18 Sundax._ Decemher.3e” (6am) From: Lois Lane (infusdauksumslyssm) Semt: Subject: Last Chince. Finul Notice LASTCHANCE FINAL NOTICE. Dear (Finst Name), altend The SuperConferenoe: Slisk.lers; You've got to see Greg Woodley's Comments about why he traveled 3)-hours firom Auastralia to WITHIDAN KENNEDY, THERE ARE ONLY 24 HRS LEFT TO CLAIM THE FREE BONUS DAY EXCLUSIVELY Lois Lane here....Ace Reporter for THE DAlLY PLANET with a... NEWS FLASH: NEARLY 800 KENNEDYIZED ENTREPRENEURS AND MARKETERS SUPERSTAR SPEAKERS FOR THREEDAYS OF ENCHANGING MONEYMAKING GATHER WTTH THE2008 LEAGUE OF EXTRAORDINARY EXPERTS,AND GREATER FORCE THAN THE ASTEROID SHOWER OF 1998...- SECRETS SO EARIHSHAKINGLY POWERFULIT ROCKS METKOPOLIS WTIH And YOUare about to MISSIT...cowering lke that chicken Clad:Kent umder your covens at home istead of aixing it up with the movers ‘n shakers of the tarketitg werld: Is that really what you want for yourself?..do you want to be a meek and mild-mannered ordinary buiiness owner or a Super-Entreprencur in possession of SUPER MARKETING & MONEY-MAKING Marketing Powers umlike any mere mortal can imagine..Jmnd a Ssper bank accourt to rsatch? Make the tight choice..egister online at swww.dankennedussLeom/Super2008 DECEMBER 31"at mnsdnight Metropolis time, and you1l get your LAST CHANCE to reecive a before SSO0.00 EARLY BIRD DISCOUNT Your Reporter For Life, Lois PS: What would a SUPER-Conference be without a SUPER-GUARANTEE? Guarantee: If, at the dinner break of Day1, you do NOT agree that you are participating in a Life-Altering Event and Experiemce of SUPER Importance and Value to you, you may advise us of your disappointment, esxit the Conference (and the Hlotel), with a FULL, 100% REFUND OF YOUR FEE plus up to S500.00 REBMBURSEMENT of documentad Air Travel and Hotel Costs www.dankernedyssl.com/Super2008

So, eighteen e-mails in twenty days is a lot, huh?

Well wait, there’s more!

In addition to the e-mails, as the deadline approached, two faxes and one voice mail were sent out from “The Riddler” wondering why the person was late registering.

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The Riddler fax sent out to Glazer-Kennedy Insider’s Circle members.

Of course, a running theme throughout all of this initial campaign was that we were filling up fast and we could very well sell out at any moment.

Then we were even more OUTRAGEOUS. Since we were inviting the founder of the rock band KISS to speak at our conference, we had our Graphic Department photoshop Dan Kennedy, Peak Performance Coach Lee Milteer, and myself dressed up in something resembling a KISS rock band look and sent it out as an OUTRAGEOUS holiday greeting card.

[Embedded image: /library/Outrageous Advertising That's Outrageously Successful/images/00171.jpeg] [OCR from embedded image; verify layout in the extracted image asset.] HAPPYHOLIDAYSANDABIGKISS FROMYOURNOB.S.BAND! Tohis.wgopgRociny.Wetnewwtedtsecsoine PY AYS! FROMYOURNOB.S.BAND! ABIG aigut fotel Phenomenon LEEUTUTECR PeaxPerfornance HAPPYHOLIDAYS

The No B.S. Band holiday greeting card. You can see this in full color when you claim your FREE CD of all of the exhibits in this book by using the form on page 312.

And then the insert in that mailing told our members again about the SuperConference and discounts offered and all the benefits and, of course … the deadline.

But then the deadline passed. So we had our strategy meeting and went on to …

PHASE 2

We really did put it all together after we saw the results of phase one (which were spectacular). Of course, at Glazer-Kennedy, we already had some pieces in place that would help us immensely. For one, we have a monthly newsletter with over 20,000 subscribers.

So for our next three monthly newsletters we included an insert advertising our SuperConference to our members.

[Embedded image: /library/Outrageous Advertising That's Outrageously Successful/images/00172.jpeg] [OCR from embedded image; verify layout in the extracted image asset.] Look ass coslng EORGEROSS The'god of Rock'n Roll PROFIT&POWER Peativity.PrioePresentation eSuper-PowersOfPrice Eiasticity,

SuperConference newsletter inserts. You can see this in full color when you claim your FREE CD of all of the exhibits in this book by using the form on page 312.

Next, we segmented our list and found 700 names of people who had attended our SuperConference in previous years but, for whatever reason, had not yet signed up for the 2008 seminar.

This mailing went out in an envelope with two Superman Band-Aids on the envelope and the words “Your SuperConference Alumni protection is enclosed.”

This specifically focused part of the bigger overall campaign generated twenty-three responses. It was effective for a number of reasons including, again, that even this step in the bigger campaign had all the essential elements and even some extra elements such as a grabber—in this case, Band-Aids all over the envelope and inside sales letter.

[Embedded image: /library/Outrageous Advertising That's Outrageously Successful/images/00173.jpeg] [OCR from embedded image; verify layout in the extracted image asset.] Eroms:.Dan.Kcnoedy “(First Name), As A SuperConference Alumni You've Been Selected To Participate In My purhelsayfirERELWeheamngedaspecid Le ctrordiuryhoeet inNahville.You'llsotice Most Unusual Marketing Test EVER!!” 79 Siss.o0y So,you doeteves have sewomy abeetmy BACKRagicrdoFam heSISS.00iaalrealy weacabydedaede2FREEeighebotdsyfor Dear (fint name). Youmigtbe wonderingwbyThaveaffiuedaSupemasBand-Aidsothetopofias Jetter, THREE reasons: eredilycewe'acatyoloutB (I)Im sure with allofthe hype boutGENESIMMONS’(Thegudarod'sRun seuualmwetingetaodesidwereallywan GEORGEROSS’(DcealdTnmpydfkplodhoneusen.indfNIDOQUBEINS (Supor SuocesfEaenopeinur)Appearances at the2008MARKETING&MONEY- MAKING SuperConferemce.you alrealyknow thatthis iagoingtohe thecan'1miss aouttySupCeefece.Butifyueddeuil event oftheycar (perhupseven the decade). pelhy.oom aad cdidkce tbr link foxc the (2) Since the SuperConfemce issboutmoncymaking.Ilhoghkyou'dnoedSupemn new fouod moecythat yoeclcaos by inplemienting stustyou hewm while attooding AGAIN, (pretty clever hub/). AND (3)Iwanted to make suteTgratbed youratiemtion because ao a Prevlous rofstrategiesforseftingpriceshipherhanyou ullyhedetiveringanALL-NEW,“BONUSDAY"cn SuperConfereeceAttendee whohas set yet registered forthe 2008 SuperCoefereme, I wanied to malke you s"V,SLO.” (Very Special Alumni Offlen) ai my most unosusl marketing test ever. HERE'SHOWTHISCAMEABOUT.... po. As you probubly know, Bilt Glarer and boch have imaty clionts that SUPERCONFERENCE BEWITHOUT A SUPER- conduct scmitans which we contisually coasult with and we mre always DAUERDRUAKON DAYSYOUDONOTAGREE lookingfornewsrategiesforthemtosneinondertoellseats tothcir ATING IN A LIFE-ALTERNG EVENT AND events. MPORTANICEANDVALUETOVOULYOUMAY PPOINTMENT,EDITTHE CONFERENCECANDTHIE So, we arr using this umuul marketing test with the V,S.A.O, to oer LMENTED AIR FARE AND SHOTEL COSTS. own SuprConderence Alumni to test how it works before we suggest it to %REFUNDOFYOURFEEPLUSUPTO5500.00 cur ciests. For the sout 18-dnys uetl January 31st, or until all 19 Registntion Spots we've set side are pooe* you can: MeciatSuperConfermceAlunti OflerisCSLY ·Reghter for The 2oos MARKETING & MONEY-MAKING SeperConfereee en December 31, 2007, jual ouckuting tes. idDsotalededctioefore2FREEoeyy mmierderseSLceeSo0ooy metFAXBACKsecicsedRepisntieFmOnioeRegitrate NOT recoynise tis odfer.

SuperConference Band-Aid mailing to previous attendees. You can see this in full color when you claim your FREE CD of all of the exhibits in this book by using the form on page 312.

Next, as part of the “Member” offer we featured what we called a “Very Special Member Offer” with details of how to save money in a number of ways.

Next, I compared myself to a jackass.

Hey, opportunity knocked, and by now you know I’m willing to be OUTRAGEOUS.

Here’s what happened. My wife and I had gone on vacation in Greece earlier in the year, and when we were there, we encountered a man offering donkey rides. Well, I didn’t want to ride the donkey up the hill, but I saw a great opportunity to get my photograph taken atop the jackass.

So when this phase of the campaign started, the photo was a natural to add to my OUTRAGEOUS attention-getting approach.

With a photograph of me aboard a jackass in my arsenal, all we needed to do now was build an approach. And so I decided to publicly compare myself to a jackass, proving again the old adage that the best humor is self-deprecating humor.

And it was. It was funny. Therefore, it caught attention. Check it out below.

[Embedded image: /library/Outrageous Advertising That's Outrageously Successful/images/00174.jpeg] [OCR from embedded image; verify layout in the extracted image asset.] WHICH ONE ISTHE BIGGER ASS? President of Glazer-Kennedy, Bill Glazer riding a Donkey in Santorini,Greece

SuperConference jackass mailing. You can see this in full color when you claim your FREE CD of all of the exhibits in this book by using the form on page 312.

As you can see, the mailing included a red-stamped tease about a CD enclosed and $200 in savings as well. And then the copy was funny and attention-getting.

Also included was something that looked like a letter “written” by “the Jackass who gave Bill Glazer a ride.” And the card, in the donkey’s writing, explains how the reader would feel like a jackass if he or she didn’t attend the SuperConference.

Throughout the copy, the donkey kept writing about the SuperConference and even explained that there was a free CD enclosed with a preview of all the speakers.

And by including that audio CD we raised the level of the campaign significantly by entering into another powerful media.

This audio CD was one of our most successful pieces in the entire campaign. This combination of mail and audio media struck a chord.

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OUTRAGEOUS resource

Audio CD self mailers are available at City Print USA. Call Steve Harshbarger at 1-866-907-1222 or e-mail sales@cityprintusa.com.

By now we were just at about the capacity the room would hold in Nashville (about 1,400 people), but we weren’t giving up yet. We moved to …

PHASE 3

We continued to remind our list with our final newsletter inserts and an e-mail to let them know that the final member discount was about to expire. We were prepared to do more marketing, but fortunately we didn’t have to because we reached our capacity.

As you would expect, the SuperConference was a great event, and I hope someday I can personally meet you at one of them. I don’t know anyone who ever leaves one of these withOUT dozens of money-making strategies to take home and apply immediately to his or her business. Besides, the networking opportunities with “like-minded” entrepreneurs are priceless!!

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Photo Of A Glazer-Kennedy Marketing & Money-Making Superconference.

In addition, at every SuperConference I always like to show the latest OUTRAGEOUS advertising examples that I have come across since the previous year. Everyone who attends learns “in living color” what you have learned throughout this book …

OUTRAGEOUS Advertising Is Outrageously Successful!

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Sizzling Outrageous Summation

1. One is the worst number in marketing; use multiple steps and multiple media.

2. The business you are in is really the marketing business, and once you accept that, you’ll see your sales and income skyrocket.

3. Creating a theme for a big campaign creates energy for that campaign.

4. Make yourself into a personality—and have fun with it.

5. It’s not necessary to plan out a campaign from start to finish at the beginning. Often results dictate how complicated and elaborate your campaigns need to be.