Joe Singh, The X7 Blueprint

Dear Joe Singh,

I have a very simple principle which, I believe can make you very wealthy.

I give you advance warning: This is not a complicated principle – but it's simplicity eludes almost everyone.

The principle is that extreme excellence can be duplicated. That if someone achieves something that seems extraordinary – and we find out precisely how they did it – and then we do the same thing, we're either going to end up with the same results that they get, or worst case, we're going to be in a much better position than when we started.

The last two decades of my life have been about applying that principle to the Entrepreneurial world, specifically to duplicating the success of the 1% of business owners who become millionaires, while everyone else struggles.

By identifying where and how they do things radically differently in the areas of Marketing, Internet Marketing, Sales and Advanced Thinking – I have created a model for taking any business and doubling its profits in 12 months or less.

Over the last year, this formula and process has had to change radically because, as you know, all the rules for how we communicate to customer have changed in this New Economy.

For the first time, I have taken everything I know from my two decades of creating 100% plus profit increases for business owners – and turned it into a blueprint for you to use, to follow the process step by step.

It's called 'The X7 Blueprint. I'll be unveiling it at my Entrepreneur Summit in London. Details of the Summit are here:

www.Summit2010.co.uk

The X7 Blueprint can be applied by any business, small or large or start up. It works for business to business or business to consumer. To my knowledge nobody has ever created such a powerful system specifically for UK businesses that's based on fact – not theory. A proven blueprint to double your profits in 12 months or less.

In fact, most of the first day of the Summit will be spent on the Blueprint. You will be stunned at its simplicity and power.

When you reserve your place now at the Entrepreneur Summit, you will receive an early booking saving of up to £1000. You also have the option of spreading your payments across three months. We are filling up very fast so reserve your place here:

www.Summit2010.co.uk

Best wishes

Chris Cardell

Cardell Media Ltd
1 Northumberland Avenue
Trafalgar Square
London
WC2N 5BW

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Joe Singh - Message from Chris Cardell

Dear Joe Singh

Today I want to ensure that you have all the information you need to maximise the enormous potential of the internet and Email. I'm going to cover some of the basics – but later on in this message I am also going to suggest that you might want to consider changing your entire internet strategy.

It is very likely that you may be losing out on additional profit for your business by not being at the leading edge of internet and emarketing. So the following are some of the key essentials, in what is obviously a huge subject. Please feel free to print this out or forward it to anyone who may be interested. Your internet/Emarketing strategy will change and grow in the weeks and months ahead and you may like to refer back to this email.

I was asked to speak recently to a group of 80 small business owners. I asked how many of the people in the room had ever received an email from their dentist. Not one person raised their hand.

This left me with a strong desire to open a dental practice. But it also raised an important question. How could so many dentists be so daft? It's the perfect business for Emarketing.

I am convinced that for the dentists – and for 90% of business owners, the problem with email and the internet is, it's too good to be true.

Let's step back a decade. Imagine if ten years ago, someone had told you that in the future you would be able to communicate directly to your customers or potential customers, sending them any message you chose and that it was absolutely free. No paper required, no printing, no envelopes, no brochures, no stamps. In addition, that message could be sent to anyone anywhere in the world. And as an added bonus, instead of having to wait 24 or 48 hours, it would arrive with them within seconds.

It would have sounded to good to be true, right?

Welcome to the world of the internet and Emarketing.

Too many business owners and managers still haven't appreciated the power of email and the internet. The dot com bust caused many to write off the profit potential of the internet – a big mistake. In addition, the irritation that many people choose to feel about spam fails to take into account that email has become an incredibly important form of business communication.

The answer to the spam issue is simple. Make your emails stand out from everyone else by using them to add massive value to your customers and potential customers. How?

The key is not to think of Email as a selling tool – but as a powerful communication tool. Use it to give – to add real value to your customers' lives and to keep them informed on your activities. Make your emails creative, different, fascinating, irresistible, funny – anything that sets you apart from the rest.

So let's start with a simple question. Do you capture the email address of everyone who comes into contact with your business? You've heard this a thousand times before, but would you believe that most businesses still do not collect the email addresses of everyone who contacts them? You may as well take a huge bucket of cash, go to the top of your building and throw it out of the window. Every time a business fails to capture someone's email address they're turning down the opportunity to contact them for FREE, for weeks, months and years ahead. This is insanity. It's also insane not to offer visitors to your website an easy way of submitting their email address. Your web designers should be able to set up a simple way of doing this. I'll return to the subject of using your website to collect email addresses in a moment.

Of course, once you have everyone's Email address – you need to use them! Of the businesses that are good at collecting email addresses, hardly any of them follow up by communicating regularly with their customers and clients in an effective way. You don't just have to use email to sell stuff. You can use email to thank people for their business, make them a special offer, give them a free article or report, send a newsletter, recommend a product or service they may be interested in, ask for referrals, share some news they may be interested in, ask why they've not done business with you, tell them about your holiday…the list is only limited by your imagination. The point is this: You could grow your business by 10, 20 or 30% just by adopting an effective Emarketing strategy.

Which brings us onto the subject of websites. I'm not going to go into great detail on website design. You know a good website when you see one. The golden rule is to step into the shoes of your customers and make sure that your site is packed with information that they will find useful.

But there is one very important development in website marketing that I want to share with you.

A few years ago, your website was regarded primarily as a selling tool It would supposedly convince visitors to contact you and become customers. But website owners soon realised that even if their site was a good source of new business, for every one person who visited the site and then contacted them directly, hundreds or thousands of others would leave the site without getting in touch. That's a lot of wasted potential customers.

So the emphasis has changed now – and it's important that you are aware of this as you plan your internet strategy. For many highly successful businesses, the key purpose of the website is not to instantly convert people to customers – instead it is to use the website to capture visitors' contact details.

Let me repeat that. It's very important. With a few exceptions (such as online stores) you should seriously consider changing your internet strategy so that the prime purpose of the site is to capture visitors' contact details – specifically their email address.

Let's say you have a company that sells garden supplies. You have a steady stream of visitors to your website. Some become customers but most just browse and then move on. All those people that you never hear from again are going to want garden stuff for years to come. Wouldn't it be great if you could get their email address and their permission to email them every month forever!

So how do you get their email address? If you ask them to fill in a form, they wont bother. Why should they? There's nothing in it for them. So instead you need to offer them something in exchange for their email address. You want to offer something of significant value to them that will leave them delighted to receive emails in the future. Here's what you could put on your gardening website:

"Join our Green Gardeners Email Update and in addition to our Free monthly gardening tips, we'll send you a Free Report 'Five Top Tips to make your Garden look Stunning this Summer."

Then there's a small box for them to fill in their name and email – and through the wonders of technology they get their free report emailed to them within seconds. The technology to do this is fairly straightforward (an autoresponder) – your web designers should be able to help.

I know dozens of Entrepreneurs who've implemented this strategy who are building up thousands of email contacts every year. If you stick to your word and start a good monthly newsletter that has useful tips and advice on your area of interest, you will build a great relationship with these people and a good percentage of them will convert to customers.

So rather than your website giving you just one chance to convince people to become customers – building an email relationship gives you all the time in the world to create great relationships and show people that the person sending the email is so superb at what they do, you end up with a burning desire to get to know them better and do business with them!

When you think of your current website, how many visitors leave the site without contacting you? What could you offer that will be of real interest to people, in exchange for their email address?

This article seems to have turned into 'War and Peace' so I'll give you a few more short tips on internet and email, then perhaps we'll return to this subject in the future……

Personalise your emails. Again there's technology that lets you do this automatically.

Don't even think about those people offering you a million email addresses. It wont work – but it will get you in big trouble.

Consider testing pay per click advertising.  This basically lets you pay to be at the top of the search engines. We're seeing businesses getting a 200% to 300% return on their investment. Google and Yahoo are the main companies to check out.

Consider adding audio to your website. It makes your communications with your customers far more personal.

Make sure that your contact details are on every page of your website.

Make sure that all of the copy on your website constantly communicates the specific benefits of what you have to offer.

Put as much free, useful information on your website as possible.

Take action on this today! Internet and Email marketing is virtually free – and it's NOT too good to be true!! When it's done properly, a good internet strategy can add significantly to your profits.

There are more resources for you on my website at www.CardellMedia.co.uk
 
Please feel free to forward this message to the people you know who will find it useful.

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Best wishes

Chris Cardell
Leading Edge Information to Grow Your Business and Increase Your Profits


Cardell Media Ltd
1 Northumberland Avenue
Trafalgar Square
London
WC2N 5BW

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Sir Bob Geldof

Dear Joe Singh,

When I was 13, I had three passionate loves – and they were all rock albums.

One was 'Setting Sons' by The Jam. The second was 'London Calling' by The Clash – and the third was an amazing album called 'The Fine Art of Surfacing' by The Boomtown Rats.

I would rush home from school, dash up to my room, peel the record out of its dark blue cover, (a record is a big, black round thing that for some reason still sounds better than CDs) gaze at the strange picture on the cover of the guy swimming, put the needle on the record and turn the speakers up loud. Very loud.

When the album was finished, it was time to do my homework. So I'd listen to the album again and not do my homework. There were two primary reasons for this behaviour……one was a sneaking suspicion that the lead singer of this group, a scruffy rock star called Bob Geldof, was probably smarter than all of my teachers combined. The second was a sneaking suspicion that life would turn out better if I just kept listening to 'I Don't Like Mondays' instead of doing my homework.

My teachers disagreed.

It turns out…..my teachers were wrong.

Who'd have thought back then that Bob Geldof would change the world and become one of the great heroes of the last century. As the creator of Band Aid and Live Aid, he was responsible for saving the lives of millions. But that wasn't all. He changed the mindset and paradigm of a generation. He connected us to our world before we'd even heard of the word 'internet.' And with the Live 8 concerts and movement of recent years, he made sure that politicians understood what listening to the voters really meant.

And who'd have thought back then that Sir Bob Geldof would be joining me in 2010 at my Entrepreneur Summit to meet with, inspire and share his deep insights on the power to change, with hundreds of the UK's most successful Entrepreneurs – including, I hope, you.

Along with all his other accomplishments, Sir Bob is now a very successful Entrepreneur. At the Summit he'll share with you how to apply his life's experiences and lesson to Entrepreneurial life – plus the importance of mindset and belief - and thinking big – very big.

Whatever you do, do not miss the Entrepreneur Summit. It's going to be a once in a lifetime experience. Full details are here: www.ChrisCardell.co.uk

I'm delighted that Sir Bob Geldof is joining us at this extraordinary event. For me personally, there's a direct link between the rebellion of those albums I mentioned and the Entrepreneurial life. Successful Entrepreneurs are rebels. They defy society because they achieve what most believe to be impossible. 97% of the population live their lives as corporate slaves in jobs. The Entrepreneur is one of the 3% who refuse to do that. I think that sadly, the pressures of growing a business means many of us lose that sense of rebellion and possibility. We lose the Entrepreneurial dream. Come and re-capture it at the Summit. Your business life will never be the same again.

Full details of the Summit are here:

www.ChrisCardell.co.uk

I look forward to seeing you in London. Mondays will never be the same again.

Best wishes
Chris Cardell
PS Everything you need to know about the Entrepreneur Summit is here: www.ChrisCardell.co.uk

Cardell Media Ltd
1 Northumberland Avenue
Trafalgar Square
London
WC2N 5BW

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Joe Singh, Entrepreneur Summit 2010

Dear Joe Singh,

If you own or run a business, you've probably already heard about the incredible event coming up in less than three months from now.

In July, myself and Britain's most success driven Entrepreneurs will gather for three days for a once in a lifetime experience. If you're one of them, your business life will never be the same again.

At my Entrepreneur Summit, I will take you, step by step through the most powerful experience I have ever created, with one core focus……

The theme of the Entrepreneur Summit is simple - but profound and life changing.

The theme is doubling your profits in the next 12 months or less.

You'll meet dozens of Entrepreneurs who've done just that so that you'll know it's possible.

You'll master the most effective Marketing strategies in the world so that you know it's possible.

You'll discover how to dramatically improve the performance of your website by hundreds of percent, so you know it's possible.

You'll discover how to turn your business into a Marketing and Sales machine. During the Entrepreneur Summit, you will discover over 100 strategies, any one of which could boost your profits by 10%, 20%, 30% or more. Combined, their impact on your business will be exponential. By the end of the Summit, doubling your Profits won't just seem possible, you'll wonder why business success and fulfillment was ever such a struggle.

This is the most powerful and important event I have ever created. Places will go very fast. I strongly suggest you check out the information below and confirm your place. There is a special early booking saving of one thousand pounds. Full details are here:

www.ChrisCardell.co.uk

If you've never experienced anything like this, words cannot convey the power of getting out of your business environment and immersing yourself for three days with a room full of like minded Entrepreneurs all focused with the same passion and fulfillment on making your life the success it should be.

Read this – and then come join me:

www.ChrisCardell.co.uk

Best wishes

Chris Cardell

Cardell Media Ltd
1 Northumberland Avenue
Trafalgar Square
London
WC2N 5BW

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Joe Singh, Major Announcement

Dear Joe Singh,

I have a major announcement for you.

This is an experience that will change your Entrepreneurial life forever: It's all here:

www.ChrisCardell.co.uk

Best wishes

Chris Cardell

Cardell Media Ltd
1 Northumberland Avenue
Trafalgar Square
London
WC2N 5BW

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Joe Singh, The 7 Essentials

Dear Joe Singh,

We are almost fully booked for today's (Tuesday's) 3pm Telephone Seminar 'Seven Essential Strategies to Double your Profits in the next 12 months or less'

If you want more customers into your business, more sales, a better performing website – and increased business without lowering your prices, please do not miss this Telephone Seminar, which is Free as a 'thank you' for your interest in my work.

If we still have places available when you read this, you'll find them here:

http://www.cardellmedia.co.uk/teleseminar26.html

Best wishes

Chris Cardell

Cardell Media Ltd
1 Northumberland Avenue
Trafalgar Square
London
WC2N 5BW

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Joe Singh, Doubling Profits – Fact and Fiction

Dear Joe Singh,

On Tuesday afternoon I am doing an exclusive, Free Telephone Seminar for any Entrepreneur who's serious about creating dramatic profit increases in their business.

My reputation and the tens of thousands of business owners I've helped over the last two decades is based on my unrelenting focus to show business owners that it is possible for them to at least double their profits – if they implement the right strategies.

On Tuesday, I'm presenting a special Telephone Seminar 'Seven Essential Strategies to Double your Profits in the next 12 months or less.'

If you believe that's possible for you, you should definitely be on this call.

If you're skeptical – but smart enough to test your skepticism, join me on the call and decide for yourself.

If you're one of the mass of business owners content to just survive in this economy – and you think doubling your profits is fantasy, please go watch some re-runs of the Alan Titchmarsh show or have a long lunch or something. You definitely won't want to be on this call. The dramatic and powerful profit increase strategies I'm going to share will rock your belief systems to the core….and that's not always pleasant.

You can confirm your place for this special Free Telephone Seminar here:

http://www.cardellmedia.co.uk/teleseminar26.html

If you've never been on a Telephone Seminar before, they're a great, easy way to absorb tons of information from your home or office. You confirm on the link below – and I'll immediately email you the dial in number for the Telephone Seminar. You just call in at the scheduled time and listen in live.

I will give you seven, powerful strategies to dramatically increase your profits. If you're not using any of these, you're losing out big time.

Reserve your place here:

http://www.cardellmedia.co.uk/teleseminar26.html

Best wishes

Chris Cardell

Cardell Media Ltd
1 Northumberland Avenue
Trafalgar Square
London
WC2N 5BW

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Joe Singh - A Message from Chris Cardell

Dear Joe Singh

I have decided to share with you one of the single most important pieces of information that you can use to grow your business.

It's based on shattering one of the big business myths. This myth says that to grow your business you need to spend huge amounts on marketing and advertising. Not only is this a huge lie – the truth is that some of the world's most effective marketing strategies cost absolutely nothing to implement.

When I tell people that they can grow their businesses by 50 – 100% without spending virtually anything on Marketing, most business professionals don't think this is possible, but I've seen it happen again and again. Now I am going to share how to do it it with you personally.

This information is too important to just put in an email. So I've recorded a special Free Audio Seminar for you to listen to where I will show you precisely how this works. I'm about to show you TEN of the most effective marketing strategies in the world that cost NOTHING to implement.

There's no catch. I'm doing this because if you can understand something of my mindset, the chances of us having a long-term relationship in the years and decades ahead are very high. So this special Audio Seminar is absolutely Free.

It's easy to listen to an Audio Seminar. Just go to:

http://www.CardellMedia.co.uk/FreeSeminar.html

I am going to suggest that this may be the most important piece of business information you've heard in a long time. It contains ten of the most effective strategies in the world for growing a business and remarkably, they do not cost anything to implement. It's relevant for all small and large businesses and the self employed and it's based on studying the world's most successful businesses – and it's a formula that I've used to get stunning results for thousands of Entrepreneurs just like you.

Even if you are having a busy day, please decide to set aside a few minutes to listen to this Audio Seminar. The information you will hear influenced my entire mindset around business and I hope it will do the same for you. Your Free Audio Seminar is at:

http://www.CardellMedia.co.uk/FreeSeminar.html

Best wishes
Chris Cardell
Leading Edge Information to Grow Your Business and Increase Your Profits

Cardell Media Ltd
1 Northumberland Avenue
Trafalgar Square
London
WC2N 5BW

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Joe Singh - A Message from Chris Cardell

Dear Joe Singh

Today I am going to share with you the one piece of knowledge on marketing and business success that changed my entire business life. I don't want anything from you in return. I'm not selling you anything. I just want you to read this - and ideally print it out and re-read it several times. Why am I doing this? ….well in a strange way that's what this message is all about.

It struck me recently that if I am going to stick to my goal of giving you the very best Entrepreneurial success tips and advice, there is something very obvious that I have not told you about.

It's all very well showing you how to save money on advertising, make direct mail work for you, use email and the internet etc - but there is another vital element to your business success that drives everything else.

I have been asked several times recently why I send out information that could be worth a great deal to business owners and managers - for FREE. Some people think I am mad, some think I am the new Messiah (possible but unlikely) and some want to know what the catch is. There is no catch. Only a handful of people truly understand at the deepest level the method behind my madness. It struck me that until you understand the thinking behind my marketing success - you are never going to be able to reach the heights that you deserve. So here goes. As my personal gift to you, I would now like to unveil the principle driving force behind successful marketing in the 21st Century.

If you ask most business owners and managers what the deepest purpose of their business is, they will probably all say it is to make money and profits.

I think this is a huge mistake. Here's why …..

Over the years, I have been fortunate enough to spend time with some of the world's great Entrepreneurs. People such as Richard Branson, Duncan Bannatyne and the late Anita Roddick. When I met these individuals, I questioned them in great detail about what creates their success. When you do this, something surprising soon becomes apparent: The prime driving force behind their success is not the desire to make money. It is certainly one of the driving forces but it is not the prime driving force.

That might sound surprising - but think of it this way. At the time of writing this, Microsoft has around 57 billion dollars in cash reserves in the bank. 57 BILLION DOLLARS. Cash just sitting there waiting to be spent. Do you honestly think that the prime motivating factor that gets Bill Gates out of bed in the morning is the desire to make some more money? Of course not.

Here's what really drives all these people. At some level, it is a deep desire to make a real difference in the lives of the people they reach. To impact them in some way. To make a real difference. Don't get me wrong, Gates and Branson and co love money. They love profits, but they're also smart enough to know that it was their passion for making a difference that brought in those profits in the first place.

What's this got to do with your business success? Everything. Let me explain by using my experience as an example. When I discovered what I've just been discussing, it literally changed my business life. Here's how:

I'm well known for showing Entrepreneurs how to substantially increase their profits using a combination of Advanced Business Strategies and Advanced Thinking. But I used to have a bizarre problem in promoting my own services. The problem was that people simply did not believe it was possible for them to increase profits by 50% or 100% or more. I had spent many years and tens of thousands of pounds learning the most powerful marketing and Entrepreneurial success strategies in the world for small and medium sized businesses. I was able to work with business owners and managers and achieve 'remarkable' results. As time went on I built up case studies of business people who had made the decision to get in touch with me - and whose marketing had been transformed as a result. So I used to launch my own 'marketing campaigns' to 'convince' people that I could do the same for them. I sent out brochures, I called people. I even became one of a handful of such experts to guarantee my results. I had a great sales pitch. If you were a prospective client, I knew with such certainty that I could increase your profits I would call and say "Work with me and I guarantee I can solve your marketing problems and substantially grow your business. And if I can't, you don't pay a penny." I did very well but still not as well as I wanted to. Something was not right. Then, one day, it finally clicked.

I decided, literally overnight to shift my emphasis totally. I decided to stop selling and start giving. If you can understand this paradox, then this is your lucky day.

I made the prime purpose of my business to give, give, give. To add incredible value to the lives of people that I came into contact with. I gave everyone who was interested tons of great information on how to grow their business. I sent them information in the post. I emailed them. I chatted to them on the phone. Some became clients, some didn't. It really didn't matter because I knew I was making a difference. I stopped forever the "I can grow your business and solve your marketing problems - Why don't you become my client" pitch. Within a few days people started contacting me asking me to work with them.

What had changed? Instead of trying to convince people that I could give them the knowledge that could solve their marketing problems - I just started giving them the knowledge anyway and let them decide for themselves. I switched my focus from what I wanted to what they wanted.

I learnt some profound lessons. The first is that in business, as in life, giving is a great experience. The second was that most businesses wait until a client or customer gives them money before they start adding value to that customer's life. Now I say 'Why wait' Start adding value now and believe me, the customers will come to you.

So here's my very strong suggestion to you. Take this concept and try it out in your business for ten days and see what happens. It's the most powerful business growth concept on earth - and yet it will cost you absolutely nothing. Decide for the next ten days that the prime purpose of your business is to add incredible value to the lives of your customers. For a few days, forget about the struggle for money and profits. Forget about you and just focus on them. Step into their shoes and do whatever you can to enhance the quality of their lives. Surprise them. Shock them. Make them laugh. Give them something they weren't expecting for free. Brighten up their day. Send them a gift…anything that lets them know that their well-being is your top priority.

The result is that you will differentiate yourself so massively from the mass of mediocrity out there, I think you may be surprised and quite possibly stunned at the results.

The phrase 'win-win' is very over used these days, but if you are willing to give it a go, this strategy is true win-win. Your customers get an amazing and unprecedented experience from being in your presence …and your working day becomes a blast because everyone who interacts with you enjoys your company.

My basic message here is that maybe we've got it all wrong. We're so immersed in working out how to increase sales and grow our businesses, in how to improve our own lives - we're missing the obvious way to do it - and it's right in front of you. The irony is that if there is a secret to your success it is to stop worrying about your success and start thinking about the success of your customers and potential customers. Pay attention to their problems, their needs. Go out of your way to make their lives easier, to put a bit of joy into their lives. Will the occasional one still treat you badly? Sure but who cares. The majority will be simply stunned by the way you are so different from the masses.

Think of it in terms of this email. Around a thousand people will receive this message today. 50% wont have read this far because they'd sooner go and have a cigarette. Of the 50% who've read this far, probably 8 out of 10 will go off and think about it and may make a small change to their business as a result. I may never hear from them in my life ..but that's great… 400 people who we may have impacted with one simple email.

The 100 people remaining will be really struck by the thinking behind all this. They'll hit reply and send me a nice message. How cool is that. 100 messages from people who think I'm a genius!!

Of those hundred, a handful will have reached the point in their business where they realise it's finally time to solve that big marketing problem or take their business to the next level.

All from just giving. It's a great way of doing business. Actually it's a wonderful way of doing business. Have you any idea what it's like to wake up in the morning and know that you're going to make a difference to people's lives? - and there's no getting out of this if you've got a 'boring' job. I've seen train guards brighten up people's day, widget sellers who take such an interest in their customers' lives that their monthly sales soar. Because guess what, this philosophy doesn't just make you more successful - it can totally transform the quality of your working life. Because even if you regard your job as mundane or boring, the purpose of you going to work has now shifted from 'paying the mortgage' or whatever, to enhancing the lives of the people around you. So if this message has meant anything to you, please take action now.

For more information on Entrepreneurial success, visit www.CardellMedia.co.uk

Feel free to forward this email on to anyone who will find it useful. If they receive this message and want to receive my emails, they need to go to www.CardellMedia.co.uk/vip.html  to register.

Best wishes

Chris Cardell
Leading Edge Information to Grow your Business and Increase your Profits


Cardell Media Ltd
1 Northumberland Avenue
Trafalgar Square
London
WC2N 5BW

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Joe Singh - The Power of Direct Mail

Dear Joe Singh

This article is about an area of much confusion - yet an area of significant potential profit for you and your business - Direct Mail.

What sets the smart business owners and managers apart from the rest is that they are willing to take the time to really understand Direct Mail. There are many myths and a lot of nonsense surrounding Direct Mail. You may want to print out and keep this email - because in my continuing efforts to help you and your business create exponential success - I am about to share the essentials of Direct Mail that you really should know. I would be surprised if the contents of this email were not worth at least a few thousand pounds to you over the next year - if you apply all the principles we are going to cover. (By the way, if you're totally new to the subject 'Direct Mail' simply refers to anything you send people in the post - letters, brochures etc.)

First lets dispel some of the myths about Direct Mail. My favourite is 'Direct Mail doesn't work.' This ingenious conclusion is arrived at by the fact that you and I throw most of the mail we receive in the bin - therefore the logic is it's a waste of money. The truth is that 90 out of 100 people may throw your mailing in the bin, but if 5 people glance at it, 5 more read it and one of those 5 buys from you - you may well have a highly profitable mailing. Direct Mail is a numbers game and you have to enter into it in the knowledge that most of your mailings will probably go unread. (One of the important factors is to make sure that your mailing is so compelling that people DO read it - but we'll come to that later.)

So the reason that Viking Direct and many other big companies bombard you with mailings is because they work. These companies have spent a fortune testing and fine tuning their mailings - they know what works and what doesn't. But here's a word of warning - it is true that a significant amount of direct mail does not work - and that tends to be the mailings conducted by small and medium sized businesses who do not really understand what they are doing. When it's done well direct mail can make your profits soar. When it's done badly it can eat up your marketing budget instantly. So be careful.

The second myth is that there is a magical percentage conversion rate that a successful mailing campaign should receive. In other words, you should 'expect' 3% (or whatever) of the people you mail to buy from you. This is absolute nonsense - and it's very dangerous nonsense.

First of all, the price of what you are offering plays a significant factor. If you're selling CDs at £9.95 you'll probably get a different response rates than if you're selling million pound yachts. Secondly, it's not the percentage response that counts - it's whether the mailing is profitable or not. Thirdly and perhaps most importantly, nobody can ever predict the response from a direct mail campaign. This is why TESTING is absolutely imperative in Direct Mail.

You should never embark on a Direct Mail campaign without testing it on a small scale first. Why? Because the beauty of Direct Mail is that it is statistically very predictable.

Let me explain what I mean - and this is really, really important so please re-read this paragraph until you get it. Direct Mail is statistically predictable. If you send out 2000 letters and get 20 responses - you can predict with some certainty that if you send out 4000 letters (to the same group) you will get somewhere in the region of 40 responses. Equally, if you send out 2000 letters, get 1 response and lose money on the mailing, it is highly unlikely that if you send out 4000 letters you will have a profitable mailing.

Why is this so important? Because far too many people spend a fortune on a glossy brochure, mail out 10,000 copies to a dodgy list, get a terrible result and lose thousands of pounds. I've seen this again and again - and it can really harm your business. So always test your mailing on a small scale first. It needs to be small enough to be an amount of money you can afford to lose if it doesn't work out - but large enough to be able to hopefully generate at least 7 or 8 responses. For a typical business, that's going to be somewhere between 500 and 2500.

Any mailings you consider will fall into two categories: The first is mailings to your existing customers. The second is mailings to potential new customers.

If you do not currently do much direct mail - and you have a list of past customers, you should start by mailing these existing customers.

Let me be more explicit. Every client I have ever worked with who has existing customers has been sitting on a goldmine of untapped profits because they have not been utilising direct mail with these customers.

Think of something you can offer these customers, send them a letter and measure the response. If it works, mail them again next month and measure the results. If it keeps on working, keep on doing it!

Then there is using Direct Mail to attract new customers. This is an art and science in itself - and you may want to bring in outside help - but again there are some fundamentals which you will want to follow. Here are eight of them to keep you going:

1 Remember to Test any Direct Mail campaigns for new customers on a small scale before rolling them out.

2 Consider testing renting mailing lists relevant to your target group. There are thousands of highly accurate mailing lists which can be a great way of reaching new people.

3 Always include a letter with any brochure you send - it will increase the response rate.

4 Make sure that the contents of your mailing focus on the benefits of your product or service. You want it to be about your potential customer and what you can do for them rather than just being about you.

5 Don't limit Direct Mail to pure selling. You can use it to say 'thank you' to customers. You can use it to ask for referrals or to introduce your customers to a company you've partnered with. It's only limited by your imagination.

6 If you repeat a successful mailing three weeks later you can expect a response rate around 50% of the original

7 Test mailing postcards - they are cheaper than a normal mailing and in some cases will produce a higher response rate

8 If you follow up a mailing with a phone call you can increase the response rate by up to 1000%

Direct Mail is a huge subject - but these principles should help you make a start on your next campaign and avoid costly mistakes in the future.

For more information on Entrepreneurial success, visit www.CardellMedia.co.uk

Feel free to forward this email on to anyone who will find it useful. If they receive this message and want to receive my emails, they need to go to www.CardellMedia.co.uk/vip.html  to register.

Best wishes

Chris Cardell
Leading Edge Information to Grow your Business and Increase your Profits

Cardell Media Ltd
1 Northumberland Avenue
Trafalgar Square
London
WC2N 5BW

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Joe Singh - When did you last get an email from your hairdresser?

Dear Joe Singh

Today I want to share with you one of the key ingredients for your Entrepreneurial success.

It's Free and you can do it right now but I can guarantee that virtually none of your competitors are doing it.

What is it? It's thinking outside the box. It's taking a step back from your business and looking at your marketing in a totally new way.

Let me explain. Most businesses are trapped in a prison. It's the prison that says they have to market in the same way that everyone else in their profession markets. So all the plumbers advertise in the yellow pages, all the hairdressers advertise in the local paper, all the double glazing companies use telemarketing etc etc.

If you are similar to 95% of businesses, you probably use just one or two primary ways to market and grow your business. Perhaps it's advertising. Perhaps it's referrals, or direct mail. I understand why you're doing it but you need to know that only using one or two marketing approaches is seriously limiting your profits and your potential. So here's my question for you: What would happen if over the next few months you doubled that to four or five prime ways of marketing? Then, over the next few months you were to double it again, so that you were using up to 10 prime ways of marketing to maximise your customer base and your profitability?

I'll tell you what will happen. You'll achieve what everyone continually tells me is 'impossible.' You'll increase your profits by 50% or 100% or more. I've seen it happen again and again with my clients and those rare business owners and managers who are willing to decide to make Marketing excellence their top priority.

At this point people normally start coming up with excuses. 'I haven't got time' or 'I don't understand Marketing' are the most frequent. Great, so start with the simple stuff. Let me give you an example: When did you last get an email from your hairdresser? Instead of putting all their efforts into advertising, what would happen if your hairdresser took your email address next time you visited and sent you the occasional email making you a special offer, or asking if you would like to make an appointment, or asking for referrals? If they did that continually across the business they would probably increase their re-booking rate by 20-50% and their rate of referrals could easily double. And it will have cost them virtually nothing.

So here's what I do when I start working with clients and I would like to offer it to you as a gift now. Have a look at this list of ten prime ways of marketing. If you're serious about growing your business, pick at least two that you're either not doing, or not doing very well - and MAKE A DECISION to add them to your marketing mix in the weeks and months ahead:

Direct Mail
Internet Marketing
Email Marketing
Pay per Click Advertising
Newspaper / Magazine Advertising
Telephone Marketing
Direct Sales
Strategic Alliances
Up-selling existing customers/clients
Referral Systems
PR

It all boils down to the extent to which you are prepared to 'step outside the box' and test new and innovative marketing approaches. Most businesses are not willing to do this. It's all too much effort and they're more interested in wallowing in their marketing ignorance, which is why most businesses in the UK are living examples of mediocrity in action. I believe that you are more than that - otherwise our paths would not have crossed. Your thinking is one of the key factors in determining your levels of success so 'Think Differently' and have some fun.

For more information on Entrepreneurial success, visit www.CardellMedia.co.uk

Feel free to forward this email on to anyone who will find it useful. If they receive this message and want to receive my emails, they need to go to www.CardellMedia.co.uk/vip.html to register.

Best wishes

Chris Cardell
Leading Edge Information to Grow your Business and Increase your Profits

Cardell Media Ltd
1 Northumberland Avenue
Trafalgar Square
London
WC2N 5BW

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Joe Singh, 41 Places

Dear Joe Singh,

We've had a huge response for tomorrow's (Tuesday's) exclusive live evening event in London....we've got just 41 places left.

If you run a business, are in the South East - and want to discover the most effective ways to accelerate your profits - fast, come to London tomorrow night and join me for what could be a real turning point for you and your business. Details are here:

www.CardellMedia.co.uk/London

We can fit just 41 more people in and when those places are gone, we'll be closing bookings. The event is called 'Business Breakthroughs
- 21 Proven Strategies to grow your Business, increase your Sales and boost your Profits.

Full details here....please don't miss out:

www.CardellMedia.co.uk/London

Best wishes

Chris Cardell

Cardell Media Ltd
1 Northumberland Avenue
Trafalgar Square
London
WC2N 5BW

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Joe Singh, Your Business Breakthroughs - Live

Dear Joe Singh,

Next Tuesday evening, Live, I am going to be powering through the 21 most important strategies to grow your business and increase your profits.

I'll be showing you how hundreds of our members are achieving profit increases of 50-250%. If you're anywhere within reach of London and you haven't yet reserved your place for this exclusive event, you can do so now, here:

www.CardellMedia.co.uk/London

This two hour evening event in Central London will give you all you need to take your business to the next level - from Marketing to online Marketing - and the most powerful, effective sales strategies available.

We're 80% booked, so please confirm your place now, here:

www.CardellMedia.co.uk/London

Best wishes
Chris Cardell

Cardell Media Ltd
1 Northumberland Avenue
Trafalgar Square
London
WC2N 5BW

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Joe Singh - Some Advertising Secrets for You

Dear Joe Singh

Of all the ways to waste money on Marketing, advertising seems to be everyone's favourite - so today we're looking at how to get better results from your advertising.

First - be aware that there are many more effective ways to market than just advertising. In my experience, many businesses depend too heavily on advertising, when there are many more effective ways to market. In addition, advertising can be one of the most expensive marketing options. So I would always look at more cost effective marketing strategies before we get to advertising. But if you are advertising already, or plan to in the future, here are some basics on what works and what doesn't.

First of all, stop any advertising that isn't working.

That may sound ridiculously obvious but you would be amazed at how many people are running ads just because that's what their business has always done and they don't really know whether the ads are working.

Secondly, you wont know whether the ads are working unless you test and measure all of your advertising. I spoke about testing last time - but it's so important. So many businesses just allocate a certain amount of money to an advertising budget, spend the money every year…and they've only got a vague sense of whether the ads are working or not. This is crazy. If your ads are working, you want to roll them out on a larger scale. If they're not, STOP and use the money on one of the dozens of other marketing strategies that can bring you a 100 or 200 or 300% return on your investments.

Third, only run ads that are going to produce a response. This is known as direct response advertising. The other form of advertising is institutional (or brand) advertising. This is what Coca-Cola and McDonalds engage in. It's designed to build and sustain awareness of their brand. If you're in a small or medium sized business, brand advertising is almost certainly a huge waste of money.

Unless you're a global multi national, the purpose of your ads must be to produce a response. Smart marketers are ruthless in only creating and paying for ads that produce a response - a profitable response.

In the ad itself the most important element is the headline. The headline is either the heading that goes at the top of the ad or if there's no heading it's the first words of the ad. The headline needs to grab peoples' attention. One change in a headline can produce a 50 -100% increase in response. (TIP: If the headline of your ad is currently the name of your company, you can almost certainly increase the response rate by changing the headline.)

The copy of your ad needs to be a personal communication to the individual reading it. And it needs to be about them. It needs to address their needs, desires and fears and it needs to constantly communicate the benefits of what you are offering. At the end of the ad you need a call to action. Tell people exactly what they need to do to follow through and make it easy for them to do so.

Here are some other fundamentals of advertising: Don't advertise on a left hand page. This has been tested again and again. When you read a publication, your eyes are drawn to the right hand page as you flick through, so statistically more people will see your ad if it's on the right hand page.

Never pay the full rate for advertising. Most advertising rate cards are far too high and you can always negotiate. If you're a small business remember that large companies who use ad agencies are buying based on the readership or audience levels rather than the rate card - so haggle and negotiate. If you can pay 20 or 30% less for your advertising it can sometimes turn an unprofitable ad campaign into a successful one.

One of the biggest mistakes people make is advertising in publications just because their competitors are in them. Don't for a minute think that all your competitors are there because their ads are producing great results. They're more likely to be there because everyone else is and most of them wont have a clue whether their ads are working. The only criteria for advertising anywhere is if the ad produces great results for you.

Once again, my experience is that many businesses are wasting money on ineffective advertising when they could be getting a much better return on other forms of marketing (Direct Mail, Telephone Marketing, Direct Sales, Email, Internet, Referrals, Strategic Alliances etc) But if you do it well and test and experiment, advertising can become a highly profitable element of your marketing mix.

For more information on Entrepreneurial success, visit www.CardellMedia.co.uk

Feel free to forward this email on to anyone who will find it useful. If they receive this message and want to receive my emails, they need to go to www.CardellMedia.co.uk/vip.html to register.

Best wishes

Chris Cardell
Leading Edge Information to Grow your Business and Increase your Profits

Cardell Media Ltd
1 Northumberland Avenue
Trafalgar Square
London
WC2N 5BW

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fname, London Calling

Dear Joe Singh,

If you're anywhere near London, next Tuesday 30 March, I would love you to join me for an exclusive two hour live evening event, where I'll be revealing the latest, most effective strategies for rapid and powerful business growth.

The evening is called 'Business Breakthroughs – 21 Proven Strategies to Grow Your Business, increase your Sales and boost your Profits.'

This two hour event starts at 7:30pm, next Tuesday 30 March in Central London. It's the first event of its type I've held for 10 years – and I'll be revealing the most important Marketing, Internet Marketing and Sales strategies that we are seeing producing extraordinary results for Entrepreneurs across Britain.

If you're anywhere near the South East and you're serious about taking your business to the next level, come and join me for a great evening.

Full details are here:

www.CardellMedia.co.uk/London

The places for this event are going to go extremely fast, so reserve yours now – and bring colleagues and other business owners too.

www.CardellMedia.co.uk/London

Best wishes

Chris Cardell

Cardell Media Ltd
1 Northumberland Avenue
Trafalgar Square
London
WC2N 5BW

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Joe Singh, Your Internet Marketing Tips from Chris Cardell

Dear Joe Singh,

Thank you for signing up for my Free information on Internet Marketing and Entrepreneurial Success.

This email has 7 specific Online success strategies that I think you'll find useful.

First, Why should you take any notice of me?
I'm the leading provider of sales and marketing success information to business owners in the UK and throughout Europe. I've been featured on BBC, ITV, News at Ten and The Sunday Times. I combine leading edge Business, Marketing and Entrepreneur success skills – with the Advanced Thinking strategies of the world's highest achievers. I'm renowned for being able to show business owners like yourself how to increase your profits by 50-250%.

Second, I'll tell it to you like it is. I do believe that you have the potential for great Entrepreneurial success – but I also know that it's not always a straightforward path. If you're like most business owners, you're being bombarded with people trying to rip you off – from advertising companies to web site designers. As if that's not enough, finding out what really works in growing a business can be another huge challenge.

So my role is to sort through all of this for you and do all the hard work for you... so I can provide you with the clearest and simplest strategies for boosting the results of your Internet marketing and make your sales soar.

And here's the best news of all: Internet marketing success is really much easier than many people think, because it all really boils down to some very simple fundamentals.

I'd like to share 7 of the main Internet Marketing strategies with you here now, then in future emails we'll move onto the specifics of increasing your profits as rapidly as possible.

• Don't treat your website as being peripheral to your business. The Internet has grown and technology has matured to the point where your website needs to be tightly integrated with your whole business. Get it right, and your website can become the engine driving a substantial portion of your profits.
• Your website should not be an online brochure full of stuff all about YOU. No one is really interested in you or what you do. What they want to know is what you can do for them. The vast majority of people coming to your website have a problem or need, and they're looking for information and a solution. With very rare exceptions to the contrary, they are not looking for you specifically.
• When someone lands on your site, you have around 8 seconds to give them a reason to stay for a while and then keep coming back. Best way to do this is begin a relationship with them – and the best way to do this is to begin the relationship by giving. Give them something of value – and since they are usually looking for information, give them what they're looking for. Do it right, by giving them quality information they can use, then you can develop the relationship further and convert them to paying customers and clients.
• Collect names and email addresses. The purpose of your website is to make money for your business. That does not necessarily mean selling products right "off the page". Most people find the best use of a website is to act as the catalyst to begin the relationship, and for the sale to take place afterwards. And how is the sale progressed and made? By emailing the people who've left their details in return for the free information you offer them.
• Experiment with different media on your website. With high-bandwidth Internet being cheap and widespread, there is no reason for you to restrict your website to just text and pictures. Video and audio on your website can increase response dramatically.
• Experiment with different traffic-driving strategies. I'm a great fan of Google AdWords and "pay per click", although it is important to get it right (I'll share the exact strategies you need in upcoming emails). But natural search, Internet advertising (sometimes called "banner advertising"), and even offline advertising to drive traffic online are all worth experimenting with. The "secret" here is testing. Try something, and then measure how well it does. If it makes you a profit, or even breaks even, do more of it. There are no "rules" - because what works, works. No one can guarantee any one strategy will pay off, but we can guarantee that if we keep testing and measuring, we'll find something which does. When you hit that "sweet spot", you'll be laughing all the way to the bank.
• Put your phone line EVERYWHERE on your website. There's still a significant proportion of the population who want personal contact with the people they buy from. So make it easy for visitors to contact you and you'll see a significant increase in your conversion rate.

Nothing I tell you will ever be theory. My own business is worth over £20 million but getting there was not always easy. All my strategies were developed in 'the trenches'. If I can save you from some of the hurdles I had to jump over, I will have done a good job.

I'll speak to you again soon.

Best wishes

Chris Cardell

P.S. I have two very special Free gifts for you as a 'thank you' for your interest in my work. The first Free gift is my six CD set 'Essential Profit Strategies' which contains vital information for you on how to increase your profits. These six CDs are valued at £295 but are yours FREE of charge. The second gift is a Free membership to my VIP Inner Circle for two full months. Claim your two free gifts here: Click Here for your Two Free Gifts

Cardell Media Ltd
1 Northumberland Avenue
Trafalgar Square
London
WC2N 5BW

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Joe Singh, The Source of Entrepreneurial Wealth

Dear Joe Singh,
 
As Entrepreneurs, we have only one source of wealth. It's not our talent or expertise. It's not even our product or service.
 
Our only source of wealth is our customers.
 
Yet it's very easy to neglect that source of wealth.
 
Today I want to focus on one of the most overlooked elements of Entrepreneurial success - your communications with your existing customers.
 
Most marketing efforts focus on acquiring new customers. But I've yet to find a business that is maximizing its marketing to its existing customers.
 
I would take this a step further. When I speak to a business owner, I know without a doubt that they are sitting on a goldmine. This goldmine consists of the wealth that is hidden in their relationships with their current customers.
 
How do you access that goldmine? By answering these questions:
 
What do you have to offer your existing customers? When did you last let them know? What are you not offering existing customers that you could be offering them? When did you last send a letter to your customers? When did you last email them? Did you measure the response? When did you last call them? What would happen if you doubled your contact with them this year? When you do communicate with them, what more could you be doing to clearly explain the specific benefits that they will experience?
 
I once helped an Entrepreneur who generated £300,000 by sending a brochure to their clients once a year. I asked what would happen if they sent the brochure twice a year. It might seem an obvious question but the thought had never even crossed their mind. We did it (and a lot more) and it generated a fortune for them.
 
This is not an unusual story. We are all so close to our businesses that it is often a challenge to step back and look at the obvious - the elusive obvious.
 
Here are some more useful questions: How often do you communicate with your customers by direct mail? Do you test and measure the response? Do you spend at least 15 minutes each month thinking of an exclusive offer you can make to your existing customers? Do you say 'thank you' to your customers either by letter, email or telephone? Do you ask your customers for referrals? If you have a limited service or product line - do you know of additional companies, products or services that your customers could benefit from?
 
There are hundreds of great marketing strategies for getting new customers. But before that, you need to nurture your relationships with your existing customers. It is the first key to the goldmine.
 
Best wishes
 
 
Chris Cardell
Leading Edge Information to Grow your Business and Increase your Profits Chris Cardell

Cardell Media Ltd
1 Northumberland Avenue
Trafalgar Square
London
WC2N 5BW

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