Lutz, Florida (PressExposure) October 18, 2009 -- For immediate release
In a recession, conventional wisdom tells you to cut back, start running sales, and slash your marketing budget. But thatâs exactly what you shouldnât be doing, according to Tampa author, copywriter, and business lead generation consultant Craig Garber, from MaxMoneySecrets.com(http://www.MaxMoneySecrets.com), who says, âIf you want to make money and be successful, donât follow the herd, and donât ever bet the farm on conventional wisdom.â
And Garber should know. Heâs the author and publisher of âHow To Make Maximum Money With Minimum Customers: 21 Proven Direct-Marketing Strategies Anyone Can Use.â His book reveals how he made almost $600,000 with a small online list of less than 5,000 names, without spending any money on advertising. Here are three of the most critical and costly mistakes entrepreneurs make during a recession, which Garber says, prevents them from maximizing their income:
â¢ Running sales - Instead of pushing the panic button and running sales, Garber suggests adding more value to whatever it is youâre selling. For example, bundling one or more of your products and services together, typically creates quick surges in cash-flow you ordinarily wouldnât get to experience. But to make this really effective. Garber advises, âThe key here, is to make your offers limited, either based on the number of units you have available, or the time they will be available. Remember, regardless of the economy, people always have money for the things they want to have money for, and itâs incredibly hard for anyone to resist an irresistible offer, even during hard times.â
â¢ Trying to sell immediately - âEven in good times, people are always in a rush to make the sale. But thatâs just not how relationships work.â Garber suggests to instead use the oldest and most effective form of selling, âtwo-step lead generation.â âThis is so effective, itâs almost like the eighth wonder of the world. Instead of selling directly, you offer your prospect some kind of a âfree reportâ that educates and informs them, allowing them to become better consumers. In this free report, you then make an offer which fits right in with the information you have educated them about. This also differentiates you from your competition, dramatically.â Garber recommends this, especially if youâre selling something thatâs high-priced, complicated to understand, or has a long selling process.
â¢ Frequency of contact - Most people feel awkward about contacting their prospects during times like this. But again, this is exactly opposite to what you should be doing. âSince everyone else has cut back on their advertising, nowâs the prime time to capture your prospects attention, as long as you have something compelling to say. Also, while everyone is jumping on the Internet bandwagon, using direct mail, especially now when direct mail is way down, is a great way to stay in touch. Making offers using monthly newsletters, is incredibly effective -- especially with your existing or past clients.â
In Garberâs book he reveals how to overcome each of these three mistakes, by showing you how to increase your customer value, how to position yourself effectively by using two-step lead generation strategies, and how to attract attention by making compelling offers -- both online and offline.
For more information on Garberâs book, go to MaxMoneySecrets.com(http://www.MaxMoneySecrets.com).