Spring 2004 Edition

A Vet Who Cares... Do You?

Mr McKenzie was in his seventies and sadly his dog, Miss Muffett, had to be put down. She had rheumatoid arthritis and couldn't look after herself. Euthanasia was the only solution and a caring vet, Richard Bell, looked after it.

A couple of days after Miss Muffett was put down Mr McKenzie got this letter, handwritten incidentally.

What does that letter tell you? That Richard Bell cares.

I know that you'll tell me that you've had a printed card from a vet when your dog was put down but the difference with this letter is that it was handwritten. Richard Bell has taken the time to write the letter.

Now I don't believe that Richard Bell actually wrote it. I believe that his Director of Client Care wrote it. Sure Richard took the time and trouble to write the original letter but since then, every time the practice has had to put a dog down, the Director of Client Care automatically copies the original letter in her handwriting and mails it off. Isn't that sensational? Doesn't it make you want to say "Wow!"?

Oh by the way, how did I come to get a copy of this letter?

A subscriber to my monthly audio program, Business Marketing, sent it to me. You see dear old Mr McKenzie asked him whether he would make ten or twelve photocopies of the letter. He wanted to give them to his friends with pets. Guess where those friends will go now when they need a vet? Guess how many other vets they will go past to see Richard Bell? Guess who's the most expensive vet in the area? Guess who demonstrates that he cares and makes his clients say "Wow!"?

When you've read the letter take some time to think about how you can use a similar letter in your business. Maybe to thank people for a purchase, a referral or for just being a client.

Perception Is Reality!

I've talked about our Groodle, Millie Molly Mandy, before. Here are some pictures of her before and after she discovered a mud hole on a run. Who would want that dirty, muddy dog? But doesn't she look good when she's all white and fluffy? Only goes to prove that, no matter what your business is, you not only have to be good you have to look good. How well do you and your team look in your business? How well does your business look?

Facts From The 1500's

The next time you are washing your hands and complain because the water temperature isn't just how you like it, think about how things used to be. Here are some facts about life in the sixteenth century.

Most people got married in June because they took their yearly bath in May, and still smelled pretty good in June. However, they were starting to smell, so brides carried a bouquet of flowers to hide the body odour. Hence, the custom today of carrying a bouquet when getting married.

Baths consisted of a big tub filled with hot water. The man of the house had the privilege of the nice clean water, then all the other sons and men, then the women and finally the children - last of all the babies. By then the water was so dirty you could actually lose someone in it. Hence, the saying "Don't throw the baby out with the bath water."

Houses had thatched roofs-thick straw-piled high, with no
wood underneath. It was the only place for animals to get
warm, so all the dogs, cats and other small animals (mice,
bugs) lived in the roof. When it rained it became slippery
and sometimes the animals would slip and fall off the roof.
Hence, the saying "It's raining cats and dogs."

Great Ideas At The Right Price!

We've been cleaning out shelves of spare stock and we have a number of back editions of our monthly audio "Business Marketing". Each of the programs is about 60 minutes and is packed full of great ideas from Winston and the guests.

They're available on audio cassette only for the very special price of just $100 for 6 editions (plus postage). Have a look at the details here.

Giving Your Business A Check-up!

One of our very popular products is the "Small Business Fix It Manual" which is a simple and effective way of analysing what you could in your business to generate more business and boost profits.

It's terrific value at just $44 (including GST) plus postage if you are in the mood to give your business a tune up. To order visit our web-shop.

The Amazing Bridge

There's always more than one solution to a problem and here's a great example.

Instead of a bridge right across the water half of it is under the water in a tunnel!

This bridge is half under the water for ships to pass and is truly a marvellous piece of engineering. It's the Oresund bridge  between Sweden and Denmark.

What's more, the motorway is on the top deck and a dual electric train track runs underneath.

If you like to know more visit the website.

Make "The Passing Parade" Work For You

When you run an advertisement or write a letter you choose the time when that happens. It may be convenient and your market may be receptive to your message or, on the other hand, they may have things that preoccupy them so that they are totally uninterested in what you have to say. They might be going on holidays, have a sick kid, have changed jobs, bought a new company, have a marriage break up or a million other things.

Then again they may not have any interest in your product or service. They may not want or need what you've got, at least not right then.

But, because you chose the time to advertise, you might just not have the right time for them so always go back to them later. Why?

þ Life is a passing parade.

What they don’t want today they may want in a few months; although they may need it today they cannot give it their attention today.

To make this work for you always follow up your prospects a number of times, say every 6 weeks or so.

For example, if you drop leaflets into letterboxes you can expect a response of about 1%, that’s 1 in 100 (and that includes people who ring you and say “Never drop your stuff in my letterbox again”). Now most people drop their leaflets once and never do it again. That’s crazy.

Suppose the 1% response you get is sufficient to make the whole process profitable. Because life is a passing parade why not go back six weeks later and drop the same leaflet? People who didn’t want to buy previously may now want to buy. Their wants, needs and desires may have changed so that you’ll get another 1% response. Then go back in another six weeks time and you’ll get another 1%. In fact your response may be even greater because people are getting used to hearing from you and you’re building creditability.

What's the lesson? Life is a passing parade and it's worth making it work for you.

An Innovative Dentist

Dr Mark Hassed is a whiz at helping people get fantastic teeth. In fact I reckon he's just about the best dentist around!

He's an innovative marketer too because he's recorded a brilliant CD answering the questions most people have about improving their smile. You can hear a grab from that CD at his website or if you'd like to hear even more just send him an email  with your address details to request it.

The CD was engineered by Paul Korsten who'd tell you how to make a CD for your business if you email him.

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To get a regular dose of Winston Marsh's amazing profitable ideas you are invited to visit our web site at http://www.winstonmarsh.com.au. You'll see that there are great business ideas for you to use to turn your business into a money-making machine. Enjoy!

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