The Footballers Lament.

Dear Friend,

Chris McCaughey (that's pronounced Mc - Coffee) owns an HVAC company over in the U.K. 

"HVAC" means heating ventilation and air conditioning, and just in case you've been living under a brick for a while, "U.K." means United Kingdom.

Of course over in England, I'm not sure how much air conditioning work Chris is doing, but I know good and well he spends a ton of time working on boilers and other big commercial steam units.

I met Chris and his wife Sarah back in September when we went over to the U.K.

They've got 2 younger children, a boy and a girl... and 2 older "young-adult" children, also a boy and a girl.

So needless to say, between owning a business and taking care of all those kids, spending a few minutes in a pub together, is a well-deserved break for them.

And that's exactly where we were when Chris was telling me about his business.

I think Chris was drinking some kind of beer, and I was drinking gin and tonic.  I don't drink often, but Lord knows if I'm gonna drink I might as well at least get a buzz out of it -- otherwise it's like making love and stopping before -- well... you know what I mean.

Anyway, so Chris wanted to know what he could do to grow his business, specifically by changing around some of his marketing.

One thing Chris told me was that his cousin was a VERY well-known footballer over in the U.K. (that means he plays soccer), and that he had worked on several of his cousin's upscale homes.

So of course I told him the VERY first thing he should do is to go and get a serious, and very specific testimonial from his cousin, outlining exactly the kind of work that was done and how pleased he was with it.

Can you imagine how different Chris would be able to position his company with a good testimonial from someone like that?

How much would higher income people want to use the same person their country's best footballer used to build his home, to work on theirs?

Chris would have to beat new prospects off with a stick -- in fact, he could start creating some kind of form they would have to use to qualify themselves if they wanted to work with him.

And of course, the biggest qualifier would be the amount of money they wanted to spend.

Right?

He'd go from being a hard-working stiff, to being the best looking girl in high school -- the one everybody wants to take to the prom.

Do you realize, getting a "celebrity testimonial" like this can literally EXPLODE your business?

It's true!  If you did nothing else but this... and presuming you put your marketing message in front of the right people, this could double... triple... and even multiply your business ten-fold, almost overnight.

So go back into your files and see if you have any "celebrities" you've worked with.  Or else see if you have any customers or clients that are at least celebrities in their own "circle", and then go back into that circle and market the dayights out of yourself, making sure you're exploiting the hell out of that celebrity testimonial.

SomIn fact, sometimes you can create a "niche celebrity" just by exposing someone's success in a certain circle.

That's why it's so important to be familiar with your customers.  Give 'em a call every once-in-a-while, see what's going on in their lives.

Ask them questions, get involved.

Pretend they're important to you -- only good things will come from it, you'll see.  And if they're still not important to you after that, then find something else to do and stop wasting your time dealing with people who aren't important to you.

There are a few other things I told Chris, but I can't reveal these secrets to you right now.

Why?

The answer is simple:  If I told you everything, you wouldn't buy any of my products, and you wouldn't come to any of my seminars, and maybe -- just maybe -- no one would want to hire me to write any copy. 

And then I'd be a cranky old fart and I'd want to tell you even less.

Plus, I'd have nothing to do and I'd wind up driving my poor wife crazy.

And who wants that?

So you see, "holding back" is actually good -- it's a win-win situation for both of us.

Look, don't be foolish here.  You've ONLY got 3 days left to order my newest marketing field-kit, "22 Ways To Completely Eliminate ALL Your Marketing Problems" at the crazy pre-publishing price.  After Wednesday the darn thing almost DOUBLES in price.  So what are you waiting for, a personal invitation?  Go and order this thing, right NOW -- you'll pick up a LOT more knowledge than you'll learn from merely reading my tips, that's for sure: http://www.kingofcopy.com/22ways

Now go sell something,

Craig Garber

P.S. Want to know what else you can do to bump up your sales, easily outwit your competition, and position yourself as the top dog in your industry?  No problem, go to http://www.kingofcopy.com/22ways

Any comments?

Send them to me by scooting over to the contact form on my "Here's How To Contact Craig" page, and maybe I'll publish them -- I appreciate your feedback!

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