Would a Constant Stream of Eager Buyers
Be Useful for Your Business?

Gain Business Leverage Through Marketing

Hi – My name is Eric Sutherland.

I am a business coach based in Pembrokeshire and as we both know building the type of business you want is all about gaining the right leverage. Let me explain. For most businesses, the difference between success and failure is the ability to generate a constant stream of customers, and that is created by pulling the right marketing levers.

So I am going to explain why you need to understand what marketing levers you have available to you and the importance of knowing how to pull them at the right time. Because when you get control of your marketing levers not only can you grow your business, you can control exactly how fast you grow your business. Here’s why.

If you have done any business seminars with me in the past then you know there are only three ways to grow your business.

• Increase how many customers you actually have,
• Get your existing customers to buy from you more often
• Get them to buy more of your products each time they make a purchase.

In the technical world of marketing we talk about Recency, how long is it since they bought anything from you; Frequency the number of times they buy from you in a given time period and Monetary – the amount of money a given customer will spend with you in a given time period. But it doesn’t matter what terminology you use, all that matters is that you make each one better.

Because, these three add up to give you ....

Customer Lifetime Value.

That is the amount of sales you make on average to a customer over the total time that they remain with you as a customer. And we can then look at our client acquisition costs against the total lifetime profit, not just against the initial sale. Customer Lifetime Value is such an obvious statement that some people just don’t get the power of it.

How Many Customers Do You Need?

In order to decide how much marketing you need to do you need to know exactly what your break even figure is. Take a look at this chart.

As a business owner you will have already differentiated your costs between your fixed costs and your variable costs. You know that you have to pay your fixed costs no matter how much work you do That means every month it costs you money just to be in business. Your variable cost is how much it costs you to deliver whatever it is you are selling.

If we imagine that this chart represents a one month period you can see that there is actually no profit from the money you get from the first few sales because they have to pay for your fixed costs and the variable costs. Eventually you break even and start to make some profit. But do you know what that figure is?

When you look at the diagram it should be obvious that the steeper your sales line the quicker you will actually make a profit. Let me show you this with some numbers so that we can be clear.

Obviously I have no way of knowing what your figures are, but in this example lets imagine that your fixed costs are £20,000 a month and that you make 60% gross profit; that’s before fixed costs. Let’s say that you have 100 customers and during the month they make an average of 4 purchases each at £100 a time.

That means your turnover is 100 X 100 X 4, which is £40,000. If your gross margin is 60% then you make £24,000, but remember your fixed costs eat £20,000 of that so that gives you an actual profit of only £4000. But what happens if we pull the right levers and increase your customer base by just 1%?

Simple logic says that your profits should increase by 1% but they don’t. You can see that turnover increases by 1% to £40,400 and 60% of £40,400 is £24,240. If we subtract our fixed costs that leaves us with a profit of £4,240. That’s actually a 6% increase in profits.

Now imagine that we could increase not just the number of customers but also the frequency they buy and the purchase value by 1%. Our turnover would increase by 3% to £41,212 but our profits would increase by a staggering 18%. And all we have done is pulled the right levers and increased each of the growth factors by just 1%.

So imagine what would happen if I could show you the right levers to pull in your business to increase each of the factors by 10%! That’s 110 customers spending on average £110, 4.4 times a month. Turnover goes up to 53,240. But profit becomes a staggering £11,944 or an increase of nearly 200%.

It's All Down To The Marketing

These three factors are driven by your marketing. So can you see why it is absolutely vital that you know what your marketing levers are and how to use them? I mean, how else are you going to ensure a constant supply of eager customers.

Gaining Marketing Leverage

So What Exactly Is Marketing Leverage? I’m so glad you asked. Well clearly it is the key to business success. I’m guessing you are very proud of your products and services and you think they are the best out there.

Well I hate to be the one to break the news to you, but it doesn’t matter how good your products are if nobody knows about them. If you believe that the only thing holding you back is not enough sales enquiries, then you need to take a serious look at your marketing. Because the purpose of marketing is to generate qualified leads for your business. If you are not getting qualified leads then there is a problem with your marketing.

Let me tell you what it’s not. It’s not just throwing more and more money at your marketing. That’s like throwing money down a hole. And watch out. There are sharks out there that would be more than happy to spend your marketing budget for you. You need to get smart when it comes to your marketing if your business is not going to get eaten alive.

Someone once said that only 15% of marketing is effective, but no-one knows which 15%. Quite frankly that is rubbish. Using the techniques I will share with you, you will know exactly how effective each marketing tool is for your business.

Marketing Leverage comes from tracking, measuring and testing.

So I will be showing you exactly what you need to track measure and test.

Marketing Leverage comes from creating a marketing system

True marketing leverage does not come from creating one off marketing campaigns. I mean, if your marketing campaign is working why would you want to stop it? And did you know that not having a system for marketing and sales is one of the top 8 reasons why businesses fail?

Marketing Leverage comes from creating a value proposition

The first thing you have to create in your marketing system is a clear value proposition to offer your customers. Once you have that you then need to understand which marketing tools you have available to get your message about your proposition to your customers.

Marketing Leverage comes from creating a marketing system

You need to test each marketing tool to make sure you are getting an appropriate return on your marketing investment.

So what I am offering you is a one day marketing workshop
that will build your marketing levers.

During the day we will cover;

Building Your Irresistible Offer.

This is an area that really holds businesses back. I want you to leave the day being absolutely clear what it is you offer clients and why they should buy from you. Creating this offer is one of the main levers for sending your customer generation through the roof. We will apply a 4 step marketing technique to create your irresistible offer on the day so that you can put it into use straight away.

Getting focused on your business.

Most business owners spend too much time working in the business instead of on the business. You need to take this opportunity to get clear about what your business is and what it isn’t. That way when you go back to work you will be focused on the tasks that will make the most impact on your business. This lever will make a huge impact on your bottom line.

Creating your marketing system.

As I said marketing is a system not a campaign. By the end of the day you will have the tools to create a complete marketing system complete with product funnels and automated customer generating techniques.

Setting action steps to take away.

This is the most important part of the day. I am willing to bet that you have attended seminars in the past, left with good intentions and nothing has changed. Well I am not just a trainer, I am a professional business coach. That means you are not leaving the seminar unless you have written down at least 10 actionable steps that you will commit to implementing. If you are not willing to commit to action please don’t sign up for the seminar because I don’t want to waste your time or money. Make no mistake – this is not a sit down and passively watch seminar. This is a workshop that will get you focused on building the business that you want.

Marketing Material Critique

On the day we are also going to do a Marketing Material Critique. So please bring your marketing material with you. I will choose a number of items of marketing material and we will do a live critique to show how they can be improved. That alone is worth hundreds of pounds.

The Marketing Profit Formula

I will be sharing with you the Marketing Profit Formula and show you why if any part is missing you are losing leverage from your marketing.

The Anatomy Of A Sales Letter

I will also share with you the anatomy of a sales letter, this session will show you the 20 components that every sales letter has to have and why they are important. The lessons are transferable to other marketing tools such as websites or advertisements. They are also useful in face to face meetings!

Networking Opportunities

And of course there will be networking opportunities. I mean, what better way to network than to discuss your marketing materials with other business owners. We will be having group discussions and activities. As I said this is not a sit down and watch type event, this is a get your hands dirty and sort out your marketing event.

My promise to you is to that you will leave at the end of the day with loads of ideas for creating the constant stream of eager buyers that is the lifeblood of your business.

So Where And When Is It?

If you have read this far you are probably wondering when is it, where is it and how much will it cost. This is a one day seminar being held on Saturday the 24th of April. It is going to be held at the Picton Centre, which is the conference facility next to the Pembrokeshire County Council buildings in the heart of Haverfordwest. On a Saturday there is plenty of parking because you can use the council car park, and it is free.

When setting the price for this I could easily have charged up to £400 for the day. That is about the going rate for this type of high intensity seminar in London.

But we are in Pembrokeshire so I guess we can bring the price down a bit. The rates for the Picton Centre are also very reasonable, so I am going to pass those savings on to you as well.

Next, I am not providing lunch. I would only have to pass the cost onto you anyway. If you are the type of person that likes to go to seminars just for the lunch, then you are probably looking at the wrong seminar. There are lots of places to grab some lunch in Haverfordwest. You are also welcome to bring a lunch with you. I will be providing tea and coffee though and my wife has insisted I provide some biscuits as well, so you don’t need to bring a flask.

All this means that I can keep the cost down to a very reasonable, drum roll please,

£125 plus VAT.

That is what I charge new coaching clients for an hour of my time. Just one idea from this seminar applied to your business will pay that investment back tenfold. If you are serious about driving customers to your business then you need to be at this seminar.

Now I’m sure there are other things that you would rather be doing on a Saturday than sitting in a conference room. But really. If you don’t grab this opportunity to sort out your marketing, when are you going to do it? And I know that even though I have managed to set a ridiculously low price you will still have doubts. So here is my guarantee to you.

If by morning coffee break you decide that this seminar is not for you I will arrange a complete refund, no questions asked. Now I can’t be fairer than that. I am convinced that even by the first break you will have gained so much value from this seminar that you will be glad that you made the decision to come.

If not, just let me know at the break, leave all your notes with me and I will arrange a full refund. You don’t even have to explain why it is not working for you. I trust your judgement completely to decide if the valuable techniques I will be sharing with you will work for your business.

Now I can’t promise you a great party on the day, but I can promise to provide you with tools and techniques that will boost your marketing. And when you get that right you can create a constant stream of qualified leads to your business, and that means more security for you, your staff and your family. So you can have a great party whenever you want.

Bonuses

As a special bonus, when you register you will be given instant access to a marketing classic – Scientific Advertising. This is a special updated version of a book that is constantly referred to by all the marketing greats.

At the event I will give you a second bonus book, 10 tips to writing effective marketing copy. This is a printed reference, not an ebook.

I will also be providing you with a workbook to use on the day, so all you need to bring is a pen.

You might want to bring an additional notebook as well.

What you need to do now is put the date and time in your diary and register by pressing the button on the right. And together we will create greater leverage for your marketing to drive your business forward.

I look forward to seeing you there.

Eric Sutherland

To Register, just click on the button
and it will take you to
the Registration Page.

Remember, You Get All of The Following Entry to the workshop, 10 Tips to Writing Effective marketing Copy, a £27 value. Scientific Advertising; a £27 value Reduced price on new Pembrokeshire initiative, (to be announced at the workshop) Refreshments included. All for the ridiculously low price of £125 plus VAT Places are limited - when they’re gone they’re gone. Put Saturday 24th April,  9:30 to 5:30, in your diary and book your place now.