Enjoy!

“Dedicated to Kicking YOUR Ass Until YOU Succeed!’

Warmly

Trevor ‘Toecracker’ Crook
PS. When you want a continuous supply of unlimited success fuel, ensure you’re on the VIP list for pre-announcement of the Unlimited Success Report

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Enjoy!

“Dedicated to Kicking Your Ass until YOU Succeed!”

Warmly

Trevor ‘ToeCracker’ Crook
PS. When you want unlimited success fuel, head on over to Unlimited Success Report

Related posts:

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“Dedicated to Kicking YOUR Ass Until YOu Succeed.”

Warmly

Trevor ‘ToeCracker’ Crook
PS. When you want a constant and unlimited supply of success, subscribe at http://www.UnlimitedSuccessReport.com

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Denial Ain't Just a River in Egypt!

To at least 97.73% of Business Owners and Entrepreneurs (my estimate anyway and it’s probably higher actually!  . . . this topic is as welcome as a festering boil on the inside of their left butt cheek and therefore they ignore the true value of it.

Sure, most of you have heard about the Lifetime Value Of YOUR Customers, many even rattle it off in conversation or in print as though they know something about it. The truth is . . . it’s the ONE aspect in business where ignorance is high and costing people way too many sales.

YOU need to understand and apply this strategy TODAY!

Yes . . . I am talking about Lifetime Value Of Your Customers. (L.V.O.Y.C.)

One of the problems I encounter is . . . many people, consider L.V.O.Y.C. too difficult to work out and therefore they stick their head in the sand like an ostrich and ignore it . . . rather than finding the solution.

In simple terms, Lifetime Value Of YOUR Customer is the total sales value your average customer is worth to you over the average time you keep each customer.

Let’s say in your business, your average customer stays with you for 3 years, spends $1,000 a year with you. They are worth $3,000 in gross sales to you in Lifetime Value.

Now, if you knew the next prospect who walked past your business, telephoned you, visited your website, or responded to a direct mail campaign . . . or any other marketing medium . . . was worth $3,000 to you, ask yourself this question:

“How Much Would YOU Be Prepared To Spend On Such a Prospect Knowing They Are Worth $3,000 To YOU Over The Next 3 years?”

Would you spend $500 on them? Would you spend $1,000 on them? OR Would you be a tighter than a fishes ass and say – “I’m not spending a darn penny on them because they’ll expect everything for FREE?”

Could you afford to lose on your first sale . . . knowing what they are worth to you on back end sales?

The answer is YES!

Each business owner will have C.O.G.S. (Cost Of Goods Sold) and the amount ‘spent’ will vary. Even on the Internet!

Let’s assume your $3,000 in Gross Sales, costs you $1500 to produce or purchase . . . leaving you with a clear Gross Profit of $1,500 before you cover any operating expenses.

This is like having a guaranteed win at the races.

Would you bet $500 on a horse knowing you would return $1,500 in clear winnings?

I know my answer . . . do you?

Yes, of course you would, you would do so until the cows come home.

I am not saying lose money if you don’t have too and obviously each persons cash flow is different . . . however  you can surely see the major benefits of knowing on average, what your customers are worth to you.

What you need to clearly understand about L.V.O.Y.C. is this . . . you want to work out an average because we all have customers who spend ‘stuff all’ and others who spend a fortune.

Focusing on the more profitable customers will give you a false Lifetime Value, leaving you wide open to failure.

Here’s an example of Lifetime Value Of Your Customers

You need to assume you are the business owner and you are following up with your customers using proven direct response marketing strategies and online marketing and social media strategies etc.

Assume you own a computer store and on average your customers buy a new computer every 2 years and  you keep them for 5 years.

You also do great follow up marketing so your customers also come in and purchase their consumables from you.

Your Gross Profit on each computer is $300 and in the first year, on average, each customer spends another $250 on consumables (this is a low figure to by the way to demonstrate how powerful L.V.O.Y.C. is).

Here’s How to Calculate Your Lifetime Value Of Your Customer:

Year 1: Purchase Computer – $300 Gross Profit
Year 1: Consumables – $250 Gross Profit
Year 2: Consumables – $250 Gross Profit
Year 3: New Computer – $300 Gross Profit
Year 3: Consumables – $250 Gross Profit
Year 4: Consumables – $250 Gross Profit
Year 5: New Computer – $300 Gross Profit
Year 5: Consumables – $250 Gross Profit

LIFETIME VALUE OF YOUR CUSTOMER IS: $2,150

Do you think you would look at the next prospect who came into your store, differently, if you knew they were worth $2,150 to you as opposed to the normal attitude of a one off sale which is worth a lousy $300?

Imagine a person now walks into your computer store and they bring you a competitor’s specification on a computer system which is selling for $1,299 when you have the same one for $1,500.

What do you do?

Tell them to bugger off because you can’t match their price because you would not be making even one dollar profit if you matched their offer?

If you didn’t know your Lifetime Value . . . you probably would.

However . . . you are smart . . . you know your L.V.O.Y.C. You now have several options.

1. Match their price.

2. Reduce your price by a few hundred dollars and then throw in something else which has a higher perceived value to your customer, even though it’s only costing you . . . your C.O.G.S.

3. Match their price and still throw in something of a higher perceived value like a few replacement ink cartridges for the printer etc.

You should be getting my drift by now.

If you are thinking this doesn’t apply to Internet Marketing or to your business . . . “Denial ain’t just a river in Egypt” and you are bloody wrong and in serious trouble  . . . I suggest you start finding a back-end product or service urgently!

It NEVER ceases to amaze me how business owners and internet marketers spend more time planning their next Christmas party or gossiping about who’s ‘screwing’ who over the bosses desk . . . rather than taking the time to work out the Lifetime Value Of Their Customers. When I do question them about it – I usually get a laundry list of excuses as to why it won’t work for them or why their business is so unique. What a load of Bullshit!

PROCRASTINATION = POVERTY!

Instead they prefer to spend money trying to get new customers instead of mining the pot of gold which lies within their own database . . . if they have bothered getting of their ass and keeping a database at all!

I want to give you a few real life snapshots from customers I have mentored in Lifetime Value and then combined various direct response marketing strategies and sizzling sales copy . . . because I want to you to appreciate how powerful it can be to your business.

EXAMPLE ONE:

A customer, who after spending $14,000 a year on their Yellow Pages advert, broke even which meant he got his customers for nothing . . . which isn’t bad. They also spent $360 per fortnight on an advert for 14 months at a cost of approx. $10,800 . . . producing ZERO customers.

Enter the Toe Cracker . . .

I proceeded to work out their Lifetime Value. I then wrote a 2 page letter which was sent to their customers, offering them a gift certificate for $50 to spend in their store, with no other purchase necessary . . . which meant they could walk in, find something for $50 hand over the gift certificate for $50 and walk out.
No questions asked.

Sounds crazy doesn’t it!

It’s brass balls marketing at its best. Most business owners and entrepreneurs live by a scarcity mentality and they won’t try this proven marketing strategy – one which I have successfully applied many, many times.

They sent out 1776 letters which meant they had a maximum risk exposure of $88,800 plus the $900 in postage and another $200 for printing etc. – ONLY if every person brought in the letter and $50 gift certificate, grabbed the free gift and walked out). Now in a prison . . . sure you’d get ripped off. But in real life, 99% of people are honest, otherwise the criminals would be outside roaming free and the honest people would be the ones behind bars.

That’s a total of $89,900 Gross on the line and my customers, who were in their 60′s  . . . thought I was insane and in needa straight jacket.

I said to them they need to remember the $88,800 is the gross potential sales. There hard costs were approx. 50% of this amount. Still, $44,400 aged them 20 years and scared the crap out of them.

They sat on my letter for 3 weeks before they discovered exactly why I am called Trevor ‘Toe Cracker’ Crook.

Nervously the letters went out.

The results?

167 existing customers went in to their store, used the $50 gift certificate and they generated over $43,000 in gross profit. NOT ONE person scammed them for the $50 free gift and left the store without spending more money.

From a direct mail response, this was a 9.40% response to letter one.

Each letter mailed was worth $24.21 and each customer was worth $257.48 gross.

Letter 2 made even more money for them.

EXAMPLE TWO:

Another customer, who has applied my copywriting and direct response marketing strategies better than anyone else.

Sure, they have paid me to tweak their copy and I have mentored them to. The cold hard truth is, if their product or service sucked harder than a hooker on the strip in Vegas . . . their lifetime value would be very low.

This particular customer, had a database of approx. 8,500 people and they use a powerful combination of off-line and on-line marketing strategies.

When they were ready to offer a new product, they went to their ‘A’ list of 2,500 people first and sent their sales letter, which I had tweaked for them.

The Results?

The last time I checked, they had over 500 sales at USD $197 each which meant they generated gross sales of USD $98,500 and letter 3 in their 3 step letter sequence . . . hadn’t expired at that time.

Do the math.

A 20% conversion just to their ‘A’ list. The exact figure will be higher . . . however . . . the power of back-end sales and working out the lifetime value is awesome.

They also know the rest of their database, using a 3 step letter sequence generally pulls a 10% conversion. It’s some serious cash my friends!

The mail out most likely cost a total $2 a piece per customer over the 3 letters.

What if you could send 3 letters to 2,500 of your customers at a cost of $5,000 (plus printing costs etc.) and generate $98,500 in gross sales?

EXAMPLE THREE:

My very first writing project . . . was to do with wealth creation for a man who is also featured in self help movie . . . ‘THE SECRET’.

My customer knew they converted 30.8% of attendees to their entry level $3,495 home study course.

From there, 12% paid another $6,000 for another course/workshop and so on.

They had been charging $99 for people to attend their introductory night where they did give genuine value. After more probing than a Doctor doing  a prostate examination . . . I found out they really wanted to charge $165.

I said sure, I can get you $165.

The results?

The first time the letter was used to their database, according to the business owner, they had 373 people attend 2 consecutive introductory nights which means:

373 People x $165 = $ 61,545
373 People x 30.8% (114) x $3,495 = $398,430
114 People x 12% (13) x $6,000 = $ 78,000

TOTAL Gross Sales: $537,975

All from using kick ass sales copy, mailing letters to an existing database and understanding as well as knowing . . . the lifetime value. What you don’t know is this customer has 5 different levels and he knows the numbers/conversions to each one giving him an exact Lifetime Value of Each Customer – and total control. I have only used 2 levels here.

As for the numerous strategies YOU can use to actually market to your database to generate more sales . . . there are too many to list here.

Don’t choose to be like one prospects of mine a few years back who chose H.U.A. Disease (Head Up Ass) instead.

This women, a nail and beauty therapist came to see me after one of my existing customers asked me to help her.

She had moved from another state and her business was floundering like a fish out of water!

She had tried the usual institutional marketing crap which failed. She tried a 10% discount on a set of nails which also flopped.

I sat with her for a couple of hours and worked out the Lifetime Value of her Customers.

Surprisingly, it was just over $2,000 per customer over a 3 year period, based on the business she had before.

I gave her more strategies than you could poke a stick at to get new customers on board . . . knowing each new customer would be worth just over $2,000 to her.

Sadly . . . she chose ignorance and procrastination and is no longer in business!

I don’t want YOU to be liker her.

Start working out the Lifetime value of YOUR Customers right now and then mine the pure gold nuggets which exist within your database.

Dedicated to Kicking Your Ass Until You Succeed!

Warmly

Trevor ‘Toe Cracker’ Crook
PS. If you have an off-line or online business which offers one product only with no back end sales . . . and you don’t have a a strategy to gather names/email addresses (online) or a strategy to gather names, address and all contact details in your off-line business to build your database . . . you are even more prone to failure and you are leaving too much money on the table and at the same time – making you a sitting duck and declaring open season for your competitor’s to steal your customers away from you.

PPS. I reposted this from 2008 due to spam comments and also . . . this topic is still relevant today . . . it will still be relevant long after you and I are pushing up daisies. If you haven’t done so yet, be sure to get the 3 FREE gifts and also discover what http://www.UnlimitedSuccessReport.com is all about!

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"Beer With a Mom Chaser"

Beer With a Mom Chaser . . . hmm, as a headline by itself, it could mean several things to different people. Add in an image and . . . I know some of you are thinking, down a few icy cold beers and pick up a hot M.I.L.F. in a bar and take her home.

Nothing could be further from the truth as you’ll soon discover in today’s marketing lesson as I reveal the subhead to the headline – ‘Beer With a Mom Chaser”.

“Beer With a Mom Chaser”

Subhead:

When a swerving car almost side swiped her, then sped away Amanda Bourque – nearly 9 months pregnant, decided to stop a driver she believed was drunk.

On a hot, sunny day in early June 2008, Amanda Bourque was cruising west along Riverside Drive in Tecumseh, Ontario in her blue Pontiac firebird.

With the subhead, it ties in with the headline as well as then setting up for the rest of the story/article and it’s a HUGELY successful style when it comes to selling your products and services, which I will show to you in a moment . . . after I reveal what happened when with a mentoring client on Monday.

My client, Lenny, had sent to me, his email copy which he was going to use to sell his 6 week webinar series. This is what he said.

“Hey Trev,

Thanks again for the great work you did to my landing page sales letter. Awesome stuff! I’m wondering if you could glance over my first few broadcast emails to let me know if you think I’m on track at all from a template and message standpoint.

Let me know your thoughts, thanks!!!

Lenny”

I opened each email, with a view of tweaking them for him, however what I read, wasn’t copy I could tweak, so I sent off a quick reply.

“Hey Lenny, I’ve read the emails. I got about as excited as a death row victim being strapped into the electric chair. Hit me up on skype or call my skype  when you get a moment.”

Lenny called me and wanted to know just how badly his email copy sucked. When you ask me that and even if you don’t . . . I’m going to give it to you right straight between your eyes like a sledge hammer smashing a pea. I could just vision Lenny, bracing himself on the other end of the call, butt cheeks clenched tighter than a straight man who wondered into a gay bar by accident.

To Lenny’s credit and one aspect I admire about him, he doesn’t takes my blunt, brutal honesty personally and he listens, then implements.

I said, Lenny, what you’ve written has some good points however it’s like a hamburger with the lot except you left off the meat patty. In other words, you’ve left the good stuff out and you’re copy is very clinical/sterile. You need to inject your personality into your copy, tell stories and tie the offer into your story. I then asked Lenny if he tells tories when he’s speaking on stage. Yes was his reply.

I replied . . . then you simply need to transpose those into your email copy and then I gave him other at least 3 other tips on how to ‘find the story’ when writing. The one angle I spent some time on, is what’s know as ‘Time and Place“, which is your marketing lesson here.

Time and place when used in your copy or verbally, creates vivid images due to being descriptive and also reveals specifics.  This helps hook your readers/audience into your message and compels them to keep reading which results in sales.

I’ve included some examples below for you. 

Discover What Reader’s Digest Can Teach You About Headlines and Opening Sentences

I was reading John Caples classic book ‘Tested Advertising Methods” and one of the articles really hit me between my eyes. It was lessons from Reader’s Digest and Caples said, the lessons to be learned from the style of the Reader’s Digest were as applicable ‘today’ as when he first taught them.

Caples quoted 25 titles and opening sentences of the articles in the Reader’s Digest issue of July 1995 and noted how many reflected at least of of his six success formulas.

1. Interrupting Ideas
2. The Shocker
3. News
4. Preview
5. Quotation
6. Story

I decided to test the theory of relevance for today, some 15 years later and I went to my public library on a rainy Sunday afternoon . . . in search of current issues of Reader’s Digest.

You will discover in my own research, how often the first sentence doesn’t beat around the bush. It gets straight to the point with a date . . . a time and a fact which expands on the title which is the ‘headline’ for the article.

Caples mentioned 15 years ago that Reader’s Digest editors, like all smart advertisers, do not change what works until they can beat their control or prove something works better.

Nothing should get changed because you may get tired of it (if it’s still working like gang busters). Everything though, is subject to change when it no longer works. Too often, entrepreneurs get tired of their adverts and marketing long before their customers ever do . . . which cost them sales.

DON’T YOU make these same mistakes.

21 Headlines and Opening Sentences For Today

I stopped my research at 21. I’ve included the first 7 for you below.

Note: Some did have subheads which will be highlighted for you.

1. “Marriage Without Love”

Subhead line:

A tradition in some cultures, forced marriage is finding resistance among next generation Canadian’s who choose happiness first.

Sandeep loves being a Mom. Everyday the 34 year old assistance bank manager leaves her B.C. job no later than 5.30pm to meet her daughters aged 14 and 11.

2. “‘A’ is For Adult”

Subhead:

Going back to school as a mature student may be costly and frightening, but it can pay dividends.

Carole Snow, a private piano teacher with 3 kids, wasn’t satisfied with her life.

3. “Fear of Numbers”

Subhead:

Why do so many kids struggle with math?

The first time it happened, we were in Grade 11: Six or seven teenagers, in line at a doughnut shop. I felt an urgent tug on my sleeve. The boy behind me, was frantic as he couldn’t add up the coins in his pocket to pay for his doughnuts and asked for my help.

4. “Keeping Kids Safe on The Streets”

Subhead:

A parent’s guide to pedestrian safety and teaching your kids the rules of navigating the road.

Walking home from school, Kimberly Elliot-Voelkel did exactly as her parents had taught her.

5. “A Woman in Full”

Subhead:

After a horrific accident deprived her of her limbs, Daniela Garcia put her life back together again.

She walks confidently, with only a slight limp, through the halls of the children’s rehabilitation Institute in Santiago.

6. “100 Horses and Counting”

Susan Fyfe’s suitcase landed with a thud inside the front door of her spacious farmhouse near Sherwood Park Alta, a satellite community of Edmonton. It was 2am on a Monday in March and Fyfe was returning from a 5 day workshop in New Mexico.

7. Pre-headline:

As she watched her cruise ship sinking in Antarctic waters, one world traveler found herself on the ultimate adventure.

“Lifeboat”

Lisa Paisola had spent almost 2 weeks aboard a cruise ship in Antarctica’s freezing temperatures, but she’d never felt cold like this. Huddled with 32 others in a metal lifeboat tossed by fierce wind, she held her breath each time the craft dipped into the ocean and was splashed by heaving waves.

Claim the other 14 headlines and Opening Sentences plus 2 more FREE Gifts.

You can get all 21 headlines and opening sentences plus 2 more free gifts, total value, $97 by heading on over to: http://www.UnlimitedSuccessreport.com and don’t sweat it, there’s nothing for sale, this is my gift for you.

“Dedicated to kicking your ass until you succeed.”

Warmly

Trevor ‘ToeCracker’ Crook
PS. The owners of Reader’s Digest make mega millions and their proven formula has been working for decades . . . now it’s your turn. Claim your free gifts, which includes 21 proven headlines and opening paragraphs, Billion Dollar Marketing book and my profiling workbook which shows you how to profile your customers for maximum profits using the 11 questions you must get the answers to . . . otherwise, your cash flow will bleed like a pig with it’s throat cut . . . when it comes to sales. Head on over  and claim yours right now, while it’s fresh in your mind.

http://www.UnlimitedSuccessreport.com

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Shame On Me!

G’Day Friend,

Shame on me . . . shame, shame shame!

It’s been 6 months since I’ve blogged about anything to you and quite frankly, I’m ashamed of myself. I was WRONG!

I apologize for my ignorant, selfish behavior towards you and I have a genuine gift for you as an apology, one which I do usually charge a $750 consulting fee for. More about your free gift in a minute.

Allow me to explain . . .

2011 has been a year of re-discovery for myself. I’ve had to dig deeper than oil rig searching for oil because for far too many years, I buried the real me, numbing personal pain in so many ways. I found beer a great comfort when in reality, all beer was doing was numbing the pain and masking my feelings. Fair dinkum, it was so bloody easy to down a truck load of pints each night and then wake up feeling like crap from the hangover . . . than it was to deal with reality.

I had an epiphany at the end of March, a real wake up call about life. I decided it was time to take my life back, reclaim my lost health and also take full responsibility for the pain I was experiencing and for the pain I was causing to those close to me, my loved ones and to finally stop sucking on my pity pipe, get off my ass and do something about it. I’m now pretty fit again, have dropped 28 pounds, eating healthy, stopped drinking and I have my shit together.

The real ToeCracker is no longer lost in self pity, he’s alive and well (I’ms so grateful to a very special person) . . . and back giving 100% for the first time in 6 years.  I am committed to doing whatever it takes in life in terms of my loved ones and in terms of unlimited success and wealth.  This will benefit you in a HUGE way.

MY Passion . . . Means YOU Profit:

Part of my reflection caused me to realize what I am 100% passionate about which is . . . helping entrepreneurs and business owners create unlimited success by teaching them dynamic sales and success strategies which transforms their success without any of the hyped up, magic pill, bullshit!

Upon reflection, I forced myself to look at the major successes I’ve helped create for my many clients over the last 12 years.  The harsh reality, which was more obvious to me than a nosebleed on a white tissue was this . . .

The biggest success stories came about through sales copy makeovers, critiques and mentoring. I realized I can very quickly spot what’s holding a client back from unlimited success . . . when, they themselves, can’t see the woods for the trees.

In the last couple  weeks, I’ve started mentoring again. Something I stopped doing for way too many years and the results my clients are getting so far, is astounding them . . . to say the least.

FREE 20 Minute Mentoring Session – Valued at $750

I want to help you solve your number one problem in business for free.  No gimmicks. No hard sell. A genuine offer to help you and from experience, this will only take 20 minutes.

My offer to help solve one of your problems is real. I help business owners like you achieve amazing success through simple methods which I’ve tested, are time proven to work and are 100% risk FREE.

I‘ve been doing this for many business owners. The results? They’ve been explosive. Business owners doubling their sales, breaking through sales barriers in record time, doubling, tripling the response to their advertising without increasing the costs of their ads . . . and the list goes on.

1. A client increased sales $2.159 Million a year after one, 20 minute consultation which me.
2. Another client increased sales 382% in 1 week after I created a new headline for them. Sales went from $20,000 to $76,400 in one week.
3. Just one marketing suggestion for another client added an extra $100,000 NET profit in one month.

Now It’s YOUR Turn . . .

Simply complete click ‘contact me’ or hit the contact me link at the top of my blog. Complete the form and in the comments/Question section, write down a small or large problem which is giving you a headache. Be sure to include your best telephone number (plus country code) and your location, then hit the submit to Trevor button. From there, I will contact you via email to arrange a time to talk. I’ll listen to your description of the problem, ask you some relevant questions and in 20 minutes or less, I’ll suggest a complete solution . . . so  your problem can go away.

And it won’t cost you one cent. There are no strings attached. You do not need to purchase anything.

Why would I make such an offer?

Well, very simply, I have found over the years, prospective clients usually decide very quickly after an initial conversation with me, whether or not to pursue the relationship. So this is an efficient way of getting to know you personally.

HURRY! I can only allocated 17 people and your free 20 mentoring session will be scheduled in order of when I receive them. If you are number 18, I’m sorry, you will not qualify and will miss out.

“Dedicated to kicking your ass until you succeed!”

Warmly

Trevor ‘ToeCracker‘ Crook

PS. You may think this offer strange, however it’s genuine. I’m committed to helping business owners achieve greater success & if I can help YOU solve a big problem in your business . . . for FREE, wouldn’t it be worth 20 minutes of your time to discover how you can create unlimited success? Simply complete the ‘contact me’ form.

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