Every product or service has its own strengths and weaknesses.  Effective marketing copy can emphasize strengths while minimizing weaknesses. Given how hard you work to turn out your irresistible offer, the first inclination may be to write copy from the viewpoint of your company.  But the fact is, your customers are concerned only with filling their needs, and good marketing copy is always written with those needs in mind.

The better you understand your target audience and what their concerns are, the more effectively you can target your copy.  A good way to make sure you focus on prospective customers is to address the prospect directly as “you” – even if it’s only indirectly.  For example, instead of writing “We watch pets for customers,” shift the focus so your ad says, “We care for your furry loved ones when you can’t.”

Remember to ask yourself when writing copy, “who cares?” Do most people really care that one more company released one more product?  Unless your copy conveys to customers why your offer be useful to them, it’s hard for them to get excited about what they read.

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Offering your prospects a high value offer allows you to ask for personal information that the start of an ongoing marketing dialogue.  In order to make your irresistible offer hit the sweet spot of your target market, it must to appeal to their affluent brain…to their basic wants and desires. (Notice I didn’t say needs.)

Here are some qualities of a great offer… (Your offer may not have ALL of these points… but it should touch on at least 3).

• Gives people an offer they can’t refuse (Amazing value)
• Grabs people’s attention (Shock and surprise them)
• Solves an urgent, pressing problem
• Shows that your solution is uniquely superior
• Prove that your offer works
• It’s obvious the benefit of your solution
• It’s self-explanatory and ultra-simple
• It’s obvious what the return on investment is

My favorite example of a free offer is the Free CD. The reason I love this one is because it has a very high perceived value and you can legitimately ask for all their information including address, phone, fax. Here are some more ideas:

• Special Report
• Video Course
• eCourse
• Quiz with Instant Results
• Templates
• Checklists
• Audio Course
• Free Teleclass or Webinar
• Ability to Sample Your Work at No Charge
• Weekly Fax Tips

Capturing the affluent’s contact information at your website can be the difference between an interested prospect and a satisfied customer. Get started today and turn that irresistible offer into greater business results.

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Instead of letting the busyness of the holidays prevent you from building the business of your dreams, seize the opportunities of the season to meet prospective affluent clients.

A great way to connect with affluent clients is by implementing a holiday campaign. Turning “ho, ho, ho” into a marketing theme is sure to attract the attention of the affluent, especially when you touch on the key values they believe are important like: approval (from “the world at large” and business associates), recognition and respect. A couple good ideas include:

• Send a letter to your affluent contacts as well as a purchased list. You might even want to contact them on Facebook.  Let them know that for every (sales) meeting you book, you are going to donate a toy to a toy drive.
• Call your existing clients and ask for a referral.  For every referral you receive, you will make a donation in their name to a choice charity.

Let a little generosity help you ring in a BIG 2010!

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During the holidays, when I get asked the same question I hear over and over again all year long, “where do I find affluent clients?”, my answer is simple and the same. One of the best ways is through networking. 

Attending holiday parties to celebrate the season is an important form of networking. If you are like me, you love a good celebration… all the sparkle, glitter, good cheer and maybe a sip or two of champagne.  Well, most of the affluent I know will not turn down an invite to a good celebration either.  But, think beyond hosting your own (although, hosting IS a good way to show appreciation for your existing affluent clients).

Reach new, prospective clients by attending a party given by a business or organization with which millionaires might affiliate.  For example, my sports club holds a New Year’s party every December 31^st.  It’s a great time to chat with fellow members and the conversation often leads to, “how’s business?”.  Other organizations you might want to research for their holiday plans include:  high-end spas/salons, exclusive boutiques, “expensive” restaurants and country clubs.

This is the time of year to let good cheer help you create BIG results that will last throughout 2010!

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What’s your favorite part of the holidays?  Maybe it’s the act of giving to express your love for family and friends.  Maybe it’s reaching out and helping the less fortunate.  Or, let’s be honest, maybe it’s all the holiday celebrations and good cheer.  Whatever the case may be, the affluent are just like you when it comes to sharing in the joy of the season but, they just do it a little differently.

Volunteering for a charity organization is an excellent way to meet the affluent during the holidays. I’m a member of the Junior League in my local chapter. During this time of year we’ll often host a fundraiser or make a push for one of our important causes.  I like to participate because it keeps me grounded and offers the chance to give to those in need.  Many of your affluent clients will be doing the same. Take the time to volunteer for a good cause important to you and the resulting benefits will be two-fold.  Not only will you be giving of yourself, you’ll also have the chance to rub elbows with wealthy prospects and build a relationship over a shared interest. 

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There are hundreds of things you can do to demonstrate you care about and value your affluent clients, especially during the holiday season. Big statements will have big impact! Here are a few high-ticket ideas you can use to express some big cheer and gratefulness in your own business:

• Custom Labeled Bottle of Champagne – This is a great way to ring in the New Year. Your clients can toast with bubbly that includes your company name and/or logo right on the label.  A provider like, www.mylittlewinebusiness.com, can help you.
• In-Home Masseuse or Personal Trainer Visit (for January) – Work with your own masseuse or personal trainer to provide visits to your top clients’ homes. Initiate this experience with a holiday card and then follow-up with a call to schedule the appointment to occur AFTER the holidays are over.  Your trainer or masseuse will likely discount his/her rates since this offers many new client opportunities.
• VIP Party – An ultra high-end, client appreciation holiday event helps your retention efforts and furthers repeat business.  This is the opportune time to create an experience your affluent clients will want to be a part of and will not forget any time soon.  Don’t overlook any detail:  catering, staffing, valet parking and a photographer to capture every memorable moment.

Now is the time to leverage the spirit of the season.  In return for your efforts, your affluent clients will express their appreciation in loyalty and referrals all through the coming year!

Thanks and let us know your thoughts. I encourage you to leave your comments or questions below.

To learn more about how to market your services to people who will pay premium prices, value your expertise and build your business FOR YOU by raving to all their friends? Get your Free CD: www.marketingtomillionairesgift.com

Article by Kelly K. O’Neil, Million Dollar Marketing to the Affluent Coach and Creator of the Marketing to Millionaires™ Programs

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Small businesses and entrepreneurs are able to deliver exemplary service with ease because they can focus more individually. When you get right down to it, providing the unexpected is a matter of knowing your customers, caring about your customers, and showing them they are valued.

Following are 3 more ideas for providing the unexpected and ‘Wow-ing’ your VIPs this season:

• Information Product – Send your VIPs a complete info product to say ‘thanks’ for a great year.  This high-value, medium investment represents only a fraction of their yearly spend on your services.
• Designer Cupcakes or Chocolates – What could be better than a sweet treat for the holidays?  One that’s branded—with your company! Be sure to include a personalized card or box when you hand deliver a holiday dessert to your affluent clients.
• Coffee Table Book – I LOVE to give a good book to my most important clients…especially one that aligns with my business philosophy.  A good way to individualize it is with a hand-written note on the inside front cover.

Extra bonuses or the little something above and beyond are customary and NECESSARY. It is the perfect time of year to deliver!!!

Thanks and let us know your thoughts. I encourage you to leave your comments or questions below.

To learn more about how to market your services to people who will pay premium prices, value your expertise and build your business FOR YOU by raving to all their friends? Get your Free CD: www.marketingtomillionairesgift.com

Article by Kelly K. O’Neil, Million Dollar Marketing to the Affluent Coach and Creator of the Marketing to Millionaires™ Programs

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What are your plans for showing gratitude to your clients this month?  Yep, it’s that time of year again.  With seasonal gifts appearing at the mall and decorations in the neighborhood popping up everywhere, the holidays are upon us. This is the ideal time to express your appreciation to your most important customers.  Have you thought about the standout holiday VIP experiences or gifts you can give to surprise and delight your affluent clients?

Here are 3 ideas that will provide big impact on a limited budget:

• Holiday Cards – At a minimum, send out holiday cards to show your thanks. It’s easy to just pick-up a run-of-the-mill boxed set from the stationery store, but something individualized can make a big statement. Three years after I sent a card with my puppies dressed as Santa and his elves, I still get comments about it.  A unique holiday greeting helps you stand out from the competition and expresses your specialness in a way that reminds your customers why they chose you.
• Complimentary Teleseminar – This is an excellent way to offer added-value to your best customers at little or no cost to you. As your clients think about the year-end and the impending New Year, providing usable and relevant content specific to the time period keeps your services top-of-mind.
• Audio CD or Download – Repackage what you already have (a well-received, previously recorded call or new content you haven’t shared yet but recorded specifically for this effort) and gift it to your clients as “a something special” for the season.

The affluent expect what is unexpected.  This holiday season create just that and make your affluent customers say, “Wow!”

Thanks and let us know your thoughts. I encourage you to leave your comments or questions below.

To learn more about how to market your services to people who will pay premium prices, value your expertise and build your business FOR YOU by raving to all their friends? Get your Free CD: www.marketingtomillionairesgift.com

Article by Kelly K. O’Neil, Million Dollar Marketing to the Affluent Coach and Creator of the Marketing to Millionaires™ Programs

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According to Sydney Biddle Barrows, Author, Speaker, Consultant, and Former “Mayflower Madam” (www.sydneybarrows.com), affluent customers, clients and patients in particular have standards and expectations that other customer groups do not and in order to appeal to them, care must be taken to provide a setting as well as formulate an appropriate way to interact with them that reflects these requirements.

She would know better than anyone. Sydney Biddle Barrows found herself moonlighting as a phone girl at an escort service to supplement her unemployment check after having been fired for refusing to participate in a kickback scheme.  It may have been the World’s Oldest Profession but it certainly was not being run very professionally, and less than a year later she decided to open up her own agency.  Relatively small but very upscale, Cachet prospered for five and a half years until New York’s Finest closed it down, only to later publicly concede that it was the most honest and professionally run business of its kind ever operated in New York City.

Her first book, Mayflower Madam, went right to the top of the New York Times bestseller list; Fortune Magazine named it one of The Ten Best Business Books of the Year and business schools across the country, including Harvard, used it in their curriculum.  Her fourth book, Uncensored Sales Strategies, co-authored with the legendary Dan Kennedy, was published in January of 2009.

Learn more about Sydney’s amazing portion of our Sales Mastery for Marketing to Millionaires™ when you click here. I’m so grateful for her immensely valuable content. It is a part of our first and only suite of virtual educational products, Marketing to Millionaires™ Mastery University, for learning marketing to the affluent.

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Mari Smith, The Pied Piper of Facebook, (www.facebookcoach.com) informs us that giants like Facebook and Twitter have significant implications for business owners.

Facebook has risen to the top with an impressive 300 million active members (and predicted to be at 500 million members by 2011 or sooner!). In fact, if Facebook was a country, it would be the world’s 6th largest!

Twitter currently has over 40 million members and is one of the fastest growing social networks; traffic has grown over 1800% in the past 12 months. And yet, even with its 140-character simplicity, Twitter can be infinitely more complex than Facebook to understand how to use effectively. There’s a right way and a wrong way and you need to know the difference.

Please check out Mari’s contribution to our Social Media Mastery for Marketing to Millionaires™ for proven the strategies to generate significant online profits using social media. It is a part of our amazing suite of virtual learning products for learning marketing to the affluent. To learn more about Marketing to Millionaires™ Mastery University, click here.

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