Lesson #2: Make Your Marketing Over Easy
Lesson #2: Make Your Marketing Over Easy
By 1935, Hines had already traveled across much of the U.S., and had compiled a list 167 of his favourite places to eat out of his several scrawled notebooks. He had toyed with the idea of publishing them for a wide audience, but decided to start close to home.
Instead of sending out Christmas presents that year, Hines decided to send all of his closest friends his list of favourite restaurants inside their Christmas cards. With the list, he wrote the note, "I am passing this information on to you, hoping that it may yield enjoyment and delectation, should you find yourself in the vicinity of one of these 'harbors of refreshment' as you travel hither and yon."
Sending this list to his friends allowed Hines to do several things. Firstly, it allowed him to save money, both on marketing and on Christmas presents. He did not have to buy individual presents for all of his friends. Instead, he could just send them this one compiled list of favoured restaurants. He also did not have to spend any money on fancy marketing ploys or advertising. It was a time of year when mailings from friends were expected, so Hines took advantage of the opportunity.
Secondly, it allowed Hines to test his product on a smaller market. He only sent the list to his nearest and dearest friends. If even they did not like what he had to write, then there was no way complete strangers would ever buy his book. On the other hand, if at least his friends found it useful, he had enough to move forward with.
The next year, Hines kept that same strategy again, sending out his updated list of recommended restaurants at Christmas, but to a larger circle of friends this time. And, this time, his 167 favourite places to eat had grown to 475 places, and the list was called "Adventures in Good Eating." It was an even bigger hit, and soon even complete strangers had heard about the list and were flooding Hines with phone calls and letters requesting a copy as well. It allowed Hines with the momentum he needed to have "Adventures in Good Eating" officially published as a soft-cover book. The book continued to fly off shelves thanks only to word of mouth recommendations from other friends and readers.
Hines' strategy of sending out his list along with his Christmas cards allowed him to both save money, and to encourage word of mouth of his new venture. While he took the strategy seriously, always codifying and printing the list in a professional manner, the simple way in which he approached it was significant.
Lesson 2 Make Your Marketing Over Easy
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It was not only his eggs that Hines liked done over easy, it was his marketing too. Much like the restaurants with simple home-made recipes that he favoured over the ones that tried too hard to do too much and fell short, Hines preferred to keep his marketing strategy simple, starting small, and working his way up.
By 1935, Hines had already traveled across much of the U.S., and had compiled a list 167 of his favourite places to eat out of his several scrawled notebooks. He had toyed with the idea of publishing them for a wide audience, but decided to start close to home.
Instead of sending out Christmas presents that year, Hines decided to send all of his closest friends his list of favourite restaurants inside their Christmas cards. With the list, he wrote the note, "I am passing this information on to you, hoping that it may yield enjoyment and delectation, should you find yourself in the vicinity of one of these 'harbors of refreshment' as you travel hither and yon."
Sending this list to his friends allowed Hines to do several things. Firstly, it allowed him to save money, both on marketing and on Christmas presents. He did not have to buy individual presents for all of his friends. Instead, he could just send them this one compiled list of favoured restaurants. He also did not have to spend any money on fancy marketing ploys or advertising. It was a time of year when mailings from friends were expected, so Hines took advantage of the opportunity.
Secondly, it allowed Hines to test his product on a smaller market. He only sent the list to his nearest and dearest friends. If even they did not like what he had to write, then there was no way complete strangers would ever buy his book. On the other hand, if at least his friends found it useful, he had enough to move forward with.
The next year, Hines kept that same strategy again, sending out his updated list of recommended restaurants at Christmas, but to a larger circle of friends this time. And, this time, his 167 favourite places to eat had grown to 475 places, and the list was called "Adventures in Good Eating." It was an even bigger hit, and soon even complete strangers had heard about the list and were flooding Hines with phone calls and letters requesting a copy as well. It allowed Hines with the momentum he needed to have "Adventures in Good Eating" officially published as a soft-cover book. The book continued to fly off shelves thanks only to word of mouth recommendations from other friends and readers.
Hines' strategy of sending out his list along with his Christmas cards allowed him to both save money, and to encourage word of mouth of his new venture. While he took the strategy seriously, always codifying and printing the list in a professional manner, the simple way in which he approached it was significant.
Lesson 2 Make Your Marketing Over Easy
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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Kim CastleWith nearly two decades in the advertising and design business, with clients like Domino's Pizza, General Motors, Direct TV, Pedigree, Wolfgang Puck, Higher Octave Music, Hollywood Celebrity Products, Disney, and Paramount, as well as thousands of entrepreneurs around the world define, structure, communicate, and position their business for greater profits, BrandU(R) co-creators Kim Castle and W. Vito Montone discovered that entrepreneurs could experience the same power that big brands command for a fraction of the cost with the world's only process-based results-drive Integral approach to business creation. BrandU(R) is helping entrepreneurs grow with the power of extreme clarity from idea...to brand...to market(TM) and helping one million entrepreneurs become successful and whole so that they can make a difference in the world. Are you one of them? If you want to experience clarity all the way to the bank(TM), get started now at http://www.brandu.com. - Visit Kim Castle's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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Jeff FosterWebBizIdeas.com is a Minneapolis website design company founded to help people start an internet business by providing them with website, business, and internet resources that help foster the growth of successful online businesses and develop innovative Internet business ideas. We specialize in internet consulting & internet marketing. - Visit Jeff Foster's Website |
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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Joe DagerJoe Dager is President of Business901, a progressive coaching company providing no-nonsense direction in areas such as Lean Six Sigma Marketing and organized referral marketing. What others say: In the past 20 years, Joe and I have collaborated on many difficult issues. Joe’s ability to combine his expertise with “out of the box” thinking is unsurpassed. He has always delivered quickly, cost effectively and with ingenuity. A brilliant mind that is always a pleasure to work with.” - James R. If you want to learn more about Business901, start a conversation with us. We can be found @ Web/Blog: Business901.com Web/Blog: FundingYourNonprofit.com LinkedIn Profile Follow me on Twitter - Visit Joe Dager's Website |
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George LudwigGeorge Ludwig is a recognized authority on sales strategy and peak performance psychology. An international speaker, trainer, and corporate consultant, he helps clients like Johnson & Johnson, Abbott Laboratories, Northwestern Mutual, CIGNA, and numerous others improve sales force effectiveness and performance. Though it's George's strategies and processes that help corporations increase productivity and performance, it's his tremendous energy and dynamism that spark the transformation. Again and again, clients remark on his amazing ability to unleash human capacity and inspire men and women to break out of their comfort zones. The result is a whole new type of salesperson. His customized presentations teach achievers to make stunning advances in their lives. From helping salespeople realize cherished dreams to helping corporations exponentially accelerate revenue streams, George Ludwig leaves audiences and individuals empowered, emboldened, and clamoring for more. George is the best-selling author of Power Selling: Seven Strategies for Cracking the Sales Code and Wise Moves: 60 Quick Tips to Improve Your Position in Life & Business. - Visit George Ludwig's Website |
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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