How Roger Embury Turned His Fledgling Company Into the Nations Largest Supplier of Fake Boulders
How Roger Embury Turned His Fledgling Company Into the Nations Largest Supplier of Fake Boulders
In fact, his company is North America's largest supplier of reinforced concrete (GFRC) boulders, rock cliff panels and monuments used in the swimming pool and spa, water feature, landscape, general construction, design, home and garden, and death care industries.
In a nutshell, Roger sells fake rocks for landscaping.
Sounds like such a boring product...doesn't it.
Want to know how he did it?
He used Education-Based Marketing!
As many of you know, I'm a rock-solid proponent of using Education-Based Marketing systems and I believe there isn't a single company out there that cannot dramatically increase it's customer base using Education-Based Marketing.
NOTE: I'll get back to Roger's story in just a moment and I'll even show you exactly how he is achieving his success.
What is Education-Based Marketing?
Education-Based Marketing is simply a method of marketing that uses EDUCATION as the tool to get people to respond to your offers and sell your products and services.
You see...deep down inside most people have a few common traits.
1. People don't trust people.
2. People don't like to be "sold."
3. People want to know "insider information" (it gives them a sense of power).
4. People need to justify their purchase decisions based on some logical facts.
5. People will always take the "low-risk" route.
Education-Based Marketing takes these inner human traits and exploits them by using information and education to overcome these selling obstacles.
How Education-Based Marketing Works
The number two marketing enemy is SKEPTICISM. (I'll tell you the number one marketing enemy at the end of this newsletter).
Education-Based Marketing overcomes skepticism.
But first you have to know how skeptical people make their purchase decisions...
1. Gather information.
2. Review their alternatives.
3. Select one alternative.
4. Review their choice after the fact.
Information overcomes skepticism, but the real trick is to be able to get the skeptical buyer to contact you to request information that will help them overcome their skepticism.
Here's how you do that...
Step 1. Gather information that you think your prospect would like to know, but probably doesn't.
Step 2. Create a low risk offer for your product or service.
Step 3. Write down each and every prospect touch point in your company. (ads, phone, website etc.)
Step 4. Develop unique and different ways to give away (or sell) your information at each prospect touch point. Include your low risk offer in your information.
Step 5. Step back and watch the phone ring.
Why Education-Based Marketing Works
Education-Based Marketing is all about helping people make better decisions in a non-threatening way.
In essence, you're replacing the selling pitch with an education pitch. People respond to that because they are tired of worn-out old sales pitches.
If you provide people with hard-to-find, useful information they feel as though they are empowered to make decisions on their own (and they do).
Of course, most people make decisions based on emotion - - but don't forget the fact that they usually justify their decisions with logic and reason. And if you take logic and reason out of the sale, it becomes 10 times harder to close the deal.
Education-Based Marketing attracts people. Selling-Based Marketing repels people.
A SIDE NOTE: Trey Ryder, a friend and THE top law firm marketer in the nation, taught me about the value of Education-Based Marketing. In fact, you could say that Trey is the father of "Education-Based Marketing." He was the very first person to ever publish an article on the subject back in 1981 for the American Marketing Association.
Now Back to Roger Embury and His High-Growth Fake Boulder Company...
I've included this case study just to prove to you that Education-Based Marketing works in ANY industry.
Roger invented the fake boulder back in the 70's while he was installing "water features" part time (he was a full-time fireman).
He eventually quit his job at the fire station and started a full-time landscaping business. His fake rocks and boulders started catching on little by little.
But not until he started offering EDUCATIONAL CLASSES and SEMINARS about how to install the rocks, did the business really catch fire.
Today, Rock & Water Creations Inc. offers paid full-day classes to installers all around the country. His seminars are consistently SOLD OUT.
He runs great advertisements for the seminars (who ever developed these ads knew what they were doing!).
Click the link below and you can see one of their ads that runs in the spa and pool industry trade magazines.
http://url123.com/268mp
Once Roger started educating people, his business exploded!
Now that's the power of Education-Based Marketing
How Roger Embury Turned His Fledgling Company Into the Nations Largest Supplier of Fake Boulders - To learn more about this author, visit David Frey's Website.
Like this article? Share it with your friends
It's true. Roger Embury turned his little tiny company into a multi-multi million dollar operation.
In fact, his company is North America's largest supplier of reinforced concrete (GFRC) boulders, rock cliff panels and monuments used in the swimming pool and spa, water feature, landscape, general construction, design, home and garden, and death care industries.
In a nutshell, Roger sells fake rocks for landscaping.
Sounds like such a boring product...doesn't it.
Want to know how he did it?
He used Education-Based Marketing!
As many of you know, I'm a rock-solid proponent of using Education-Based Marketing systems and I believe there isn't a single company out there that cannot dramatically increase it's customer base using Education-Based Marketing.
NOTE: I'll get back to Roger's story in just a moment and I'll even show you exactly how he is achieving his success.
What is Education-Based Marketing?
Education-Based Marketing is simply a method of marketing that uses EDUCATION as the tool to get people to respond to your offers and sell your products and services.
You see...deep down inside most people have a few common traits.
1. People don't trust people.
2. People don't like to be "sold."
3. People want to know "insider information" (it gives them a sense of power).
4. People need to justify their purchase decisions based on some logical facts.
5. People will always take the "low-risk" route.
Education-Based Marketing takes these inner human traits and exploits them by using information and education to overcome these selling obstacles.
How Education-Based Marketing Works
The number two marketing enemy is SKEPTICISM. (I'll tell you the number one marketing enemy at the end of this newsletter).
Education-Based Marketing overcomes skepticism.
But first you have to know how skeptical people make their purchase decisions...
1. Gather information.
2. Review their alternatives.
3. Select one alternative.
4. Review their choice after the fact.
Information overcomes skepticism, but the real trick is to be able to get the skeptical buyer to contact you to request information that will help them overcome their skepticism.
Here's how you do that...
Step 1. Gather information that you think your prospect would like to know, but probably doesn't.
Step 2. Create a low risk offer for your product or service.
Step 3. Write down each and every prospect touch point in your company. (ads, phone, website etc.)
Step 4. Develop unique and different ways to give away (or sell) your information at each prospect touch point. Include your low risk offer in your information.
Step 5. Step back and watch the phone ring.
Why Education-Based Marketing Works
Education-Based Marketing is all about helping people make better decisions in a non-threatening way.
In essence, you're replacing the selling pitch with an education pitch. People respond to that because they are tired of worn-out old sales pitches.
If you provide people with hard-to-find, useful information they feel as though they are empowered to make decisions on their own (and they do).
Of course, most people make decisions based on emotion - - but don't forget the fact that they usually justify their decisions with logic and reason. And if you take logic and reason out of the sale, it becomes 10 times harder to close the deal.
Education-Based Marketing attracts people. Selling-Based Marketing repels people.
A SIDE NOTE: Trey Ryder, a friend and THE top law firm marketer in the nation, taught me about the value of Education-Based Marketing. In fact, you could say that Trey is the father of "Education-Based Marketing." He was the very first person to ever publish an article on the subject back in 1981 for the American Marketing Association.
Now Back to Roger Embury and His High-Growth Fake Boulder Company...
I've included this case study just to prove to you that Education-Based Marketing works in ANY industry.
Roger invented the fake boulder back in the 70's while he was installing "water features" part time (he was a full-time fireman).
He eventually quit his job at the fire station and started a full-time landscaping business. His fake rocks and boulders started catching on little by little.
But not until he started offering EDUCATIONAL CLASSES and SEMINARS about how to install the rocks, did the business really catch fire.
Today, Rock & Water Creations Inc. offers paid full-day classes to installers all around the country. His seminars are consistently SOLD OUT.
He runs great advertisements for the seminars (who ever developed these ads knew what they were doing!).
Click the link below and you can see one of their ads that runs in the spa and pool industry trade magazines.
http://url123.com/268mp
Once Roger started educating people, his business exploded!
Now that's the power of Education-Based Marketing
How Roger Embury Turned His Fledgling Company Into the Nations Largest Supplier of Fake Boulders - To learn more about this author, visit David Frey's Website.
Like this article? Share it with your friends
 | |
 |
No article feedback found. |
| |
Leave Your Feedback |
 | |
| |||
Staging DivaDebra Gould, aka The Staging Diva®, is President of Six Elements Inc., an internationally recognized home staging company. Inspired by many requests from aspiring home stagers wanting to start similar businesses, Gould created the Staging Diva Home Staging Business Training Program. Gould has trained over 1000 Staging Diva Graduates worldwide to start staging businesses. Buying decorating and selling six of her own homes in four years lead to an interest in real estate staging which she turned into a career with the launch of sixelements.com in 2002. Since then she has staged hundreds of homes in addition to teaching home staging training. Gould is the author of several home staging resources including a series of popular ebooks made up of a Design Guide, Color Guide and Portfolio Guide. For more information about Debra Gould visit stagingdiva.com. - Visit Staging Diva's Website |
|||
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 |
|||
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 |
|||
Anne BarrAnne Barr has over 26 years experience in sales and marketing, six years as a franchisee. She has assisted over 367 business owners and purchasers to achieve their goals in career change, transition and exit strategy. She holds the designation of Certified Franchise Executive from the International Franchise Association, Certified Business Intermediary from the International Business Brokers Association and Board Certified Broker from the Texas Association of Business Brokers. Anne is active in professional organizations, networking groups and volunteers for non-profit entities. As owner/operator of four successful businesses, Anne has proven people skills and enjoys helping clients find the right "fit" in business ownership. Visit www.FranchiseOpportunitySpecialist.com for more information about me and my company. - Visit Anne Barr's Website |
|||
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 |
|||
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 |
|||
Linda RichardsonLinda Richardson is the Founder and Executive Chairwoman of Richardson, a global sales training and performance improvement company. As a recognized leader in the industry, she has won the coveted Stevie Award for Lifetime Achievement in Sales Excellence and she was identified by Training Industry, Inc. as one of the “Top 20 Most Influential Training Professionals.” Ms. Richardson is credited with the movement to Consultative Selling and is the author of ten books on selling and sales management, including Sales Coaching — Making the Great Leap from Sales Manager to Sales Coach, and Stop Telling, Start Selling. She teaches sales and management at the Wharton Graduate School of the University of Pennsylvania and the Wharton Executive Development Center. Linda is a frequent speaker at industry and client conferences, has been published extensively in industry and training journals, and has been featured in numerous publications, including The Wall Street Journal, Forbes, Nation’s Business, Selling Power, Success, and The Conference Board Magazine. Learn more about Richardson's sales training and performance improvement solutions at http://www.richardson.com web - Visit Linda Richardson's Website |
|||
Jay Kubassek(Jay's Full Bio: EvanCarmichael.com/jaykubassek) In five years, Canadian-born entrepreneur Jay Kubassek went from selling mufflers at a Midas franchise to revolutionizing Internet marketing with the 2004 launch of CarbonCopyPRO, a online marketing education company, now worth over $20 million with customers in over 160 countries.
As an independent film producer, his upstart film fund Aliquot Films is currently producing a films with Spike Lee and Abel Fererra (starring Ethan Hawke and Dennis Hopper.)
Jay's entrepreneurial spirit is irrepressible. He’s the owner of five companies, a professional speaker and trainer, international real estate developer/investor, extreme sport enthusiast and emerging philanthropist. Jay resides in NYC with his wife Jamie, son Milo and dog Cooper. Visit Jay's official website: www.JayKubassek.com - Visit Jay Kubassek's Website |
|||
|
To learn more about the Evan Elite Author Program please contact us. | |||
 | |
|  |
Subscribe to David's articles
 | |
|
|  |
 | |
|
| |
 | |||||||
|
 | ||
|
||
 |
||
 |
||
|
| ||
 |
| Have you written articles that would be of value to entrepreneurs? Become an expert on our site by publishing them! Expose yourself to a wide audience, drive more traffic to your website and get more sales! Click Here for details. |
|
|
 |
| Modeling the Masters: Learn the true secrets behind Walt Disney's business success factors & grow your company! Video produced by Phanta Media |
|
|
 |
"Learn straight from Evan how you can Make a Full Time Income (And More) from a Website"
Click Here To Learn More |
|
|
|
|
Get advice & tips from famous business owners, new articles by entrepreneur experts, my latest website updates, & special sneak peaks at what's to come!
|
|
|
 Business Building Check List Challenges Of Change Write Marketing Plan Basic SEO Guide Benefit From Analytics |
|
 | ||
 |
Top 50 Geek Business Blogs
Top 50 Geek Business Blogs | |
 |
Top 50 Diversion Blogs
Top Diversion Blogs of 2009 | |
| ||
 | ||||
| ||||
|
| ||||
| ||||
|
|
|
|
|
||||||||||||
|
Email us your ideas on how to make our website more valuable! Thank you Sharon from Toronto Salsa Lessons / Classes for your suggestions to make the newsletter look like the website and profile younger entrepreneurs like Jennifer Lopez and Sean Combs!
|
|
|
| ||||||||||
|
| ||||||||||
|
|
||||||||||