Effortless Celebrity Endorsement Cash

Effortless Celebrity Endorsement Cash
By Luther Landro & Sean Hudson
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Table of Contents
INTRODUCTION – HOLLYWOOD AGENT… IN KENTUCKY?
4
HOW AN INSURANCE SALESMAN BECAME AHOLLYWOOD AGENT….
HOW THIS WHOLE THING WORKS
HOW THIS HELPS BUSINESS OWNERS
5
6
6
SETTING IT ALL UP
7
ACCOUNT SET UP
BUSINESS SET UP
7
9
FINDING CLIENTS TO SELL TOO
10
LOCAL BUSINESS LEAD SOURCES
CREATING CLIENT PROPOSALS
FIND THE RIGHT CELEBRITIES
NAMING YOUR PRICE
WRITING APROPOSAL
SENDING OUT YOUR PROPOSAL
SENDING VIA EMAIL
WARM WALK-IN
SENDING THROUGH SOCIAL MEDIA
SENDING THROUGH DIRECT MAIL
NEGOTIATING FEES
10
11
11
16
17
19
19
19
20
20
20
SERVICING CLIENTS – GETTING THEIR BUSINESS ENDORSED
21
CREATE A CAMPAIGN FOR EACH CLIENT
CREATE THE OPPORTUNITY TO BE POSTED
MAKING A DIRECT OFFER
OPEN BIDDING FOR MORE TARGETS
21
23
26
28
FOLLOWING UP WITH CLIENTS
29
USING THE ENDORSEMENT IN OTHER MARKETING
GROWING YOUR AGENCY THROUGH REFERRALS
29
30
IN CONCLUSION
31
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Introduction – Hollywood Agent… In Kentucky?
Celebrity endorsements are a massive business, usually requiring
enormous fees and ‘Hollywood’ connections in order to get them. And
they pay off… Could you imagine Nike without Michael Jordan, or I can’t
believe it’s not butter without Fabio?
Most business and product owners only dream of having a celebrity
endorse them. And like most people, they believe it is simply out of
reach and certainly out of budget. This used to be true, however with
the advent of social media, celebrity endorsements have become
accessible and affordable for anyone who knows where to look.
In this guide you will learn how to get endorsements from some of the
biggest stars in Hollywood via social media for as little as $200.
You’ll also learn the sales strategies that an insurance salesman from
Winchester, Kentucky used to sell these endorsements to businesses all
over the country collecting fees as high as $15,000 for a single Facebook
post.
Imagine it: Getting calls from business owners who need a celebrity to
mention their latest event or product on social media. Connecting them
with the movie star, musician, or TV personality that best matches their
business model and earning a fat check in the process.
This is one of the easiest, and most fun ways I have ever seen to make
money from home and I’m exciting to start you on your journey.
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How An Insurance Salesman Became A Hollywood Agent….
My friend Sean Hudson has lived in Winchester Kentucky his entire life.
He’d only been out of Kentucky a few times in his life, and he’s never
seen the ocean.
I met him online as part of a marketing mastermind group, at the time
he was an insurance salesman trying to learn how to use online
marketing to build his business. He had tried everything – blogs, social
media, flyers, PPC, SEO… Yet he couldn’t seem to put it all together to
generate fresh leads for his practice.
At one of our skype group sessions, Sean told us about a service he
recently used to get a handful of celebrities to send Twitter messages
about his insurance practice. The surprising thing was that it only cost
him $1,000 to get these tweets sent out by some pretty well-known
actors in Hollywood.
Sean was disappointed with the results, not a single lead for his
insurance business. But where Sean saw failure, I saw an opportunity. I
knew that people don’t normally look to celebrities for advice about
insurance, but night clubs, restaurants, books stores, and many other
businesses could get a tremendous boost with a single endorsement like
this.
And so I told Sean to take a little break from his insurance business, and
try to re-sell these cheap celebrity endorsements to business owners
who could really use them. Excited about the idea, he took 2 weeks off of
his job and decided to give it a shot.
At the end of the 2 weeks Sean was getting calls from businesses all
around the country who wanted to use his celebrity service for their
events and businesses. Sean made more money in those first 2 weeks
than he had made the previous 6 months as an insurance salesman.
That was last year, and now Sean has perfected this method and is
working with me to teach others how they can duplicate his success.
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How This Whole Thing Works
Sean uses a service call Sponsored Tweets to find celebrities and niche
personalities who are selling social media posts online. Despite the
name, sponsored tweets offers more than just Twitter posts…
You can buy Facebook posts, blog posts, YouTube, Instagram, Vine, and
a host of other social media services. Prices can range anywhere from
$100 up into the hundreds of thousands of dollars for top talent.
This means you can resell these posts to a wide range of audiences, from
the smaller mom and pop businesses that can only afford smaller
posts…
To the large restaurants and night clubs that will pay tens of thousands
to have their establishment mentioned by a celebrity.
Sean charges anywhere from 30% – 100% markup on the cost of the
social media posts to help them write the post, organize the campaign
and do follow up marketing with the customers they generate.
By following this model you stand to earn thousands of dollars from
each business that seeks you out.
How This Helps The Business Owners
Every one of your clients will have specific needs…
Some might want to bring in customers into monthly events and want to
use the endorsements to drive in customers, some will just want to be
mentioned by a celebrity so they can use that endorsement in other
marketing efforts.
No matter the business’s goals, you will be in the middle of it directing
their campaigns and earning your fees.
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Setting It All Up
In this section I am going to walk you through all the steps to setting up
your business and account with Sponsored Tweets. This will get you set
up the right way so you can start selling celebrity endorsements right
away.
Account Set Up
First, you need to get set up with an account at Sponsored Tweets. You
can sign up for sponsored tweets here: https://sponsoredtweets.com/
The easiest way to sign up is using your Facebook or Google account. I
prefer to use my Google account for everything:
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Next, fill out the rest of the information and click the sign up button to
create your account:
Once you sign up, you will be asked to add additional social media
accounts which is not necessary in order to advertise. After, you will
need to confirm your email in order to access your dashboard.
The final step is to upgrade your account to a Pro account, which has a
cost of $10 per month. Upgrading allows us to search through their
creators to find the celebrities we will want to use.
Start by adding funds to your account by clicking on the green button on
the top right of the dashboard:
You will only need to deposit $10 in order to upgrade.
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Once you have the funds added, upgrade your plan to the pro account
here: https://sponsoredtweets.com/account/plans
You can sign up for enterprise after your business is earning money
which will give you priority access to celebrities and faster support.
Business Set Up
An optional, and recommended step is to incorporate your business and
structure it the right way in accordance with your local laws. This guide
is not meant to give legal or accounting advice, however it is
recommended that you consultant with an attorney or tax professional
before venturing into any business.
A cheap service I use for incorporation, trademarks, and other legal
matters is legal zoom. Legal Zoom has an entire section dedicated to
starting a new business, and I highly recommend you take the time to go
over it and familiarize yourself with the different types of business
structures: http://www.legalzoom.com/business/start-your-
business.html
At least familiarizing yourself with the process before you begin will
save you a lot of trouble later when you finally decide to incorporate
and grow your business.
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Finding Clients To Sell Too
In this section I am going to walk you through the process of finding
local business owners you can sell too. Make sure you followed along in
the last section and have set up an account with sponsored tweets
before reaching out to potential clients. You will need to be able to see
which celebrities are available as well as their prices in order to put
together sales proposals in this section.
Local Business Lead Sources
Celebrity endorsements over social media is a service that nearly any
local business can use to boost their credibility and customer base.
Truth is you can simply walk into any restaurant, bar, hair salon, or
other local establishment and offer them a celebrity plug.
The real beauty of Sean’s system is that you don’t have to meet the
business owners who become your clients, after all Sean lives in a
smaller town in Kentucky and the vast majority of his business comes
from larger cities like New York and Chicago. You can offer this service
to businesses no matter where you are located.
Finding businesses to sell too is easy, there are a number of business
directories that will provide direct contact information for the owners
and decision makers. Here is a list of my favorite lead sources:
http://www.manta.com/
http://www.yellowpages.com/
http://www.local.com/
Truth is you really only need manta.com to find potential clients. Manta
will provide you with direct contact information, as well as links to the
business’s website and often social media profiles.
The best businesses to target are the ones that most active on Social
media. Take a look at their Twitter, Facebook, and Instagram accounts.
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The more photos, posts, and updates they have the more time and
money they are spending promoting on social media. These businesses
will be the most receptive to the idea of having a celebrity endorse them
over social media. This also provides a great way to contact them, as you
will see in a minute.
Creating Client Proposals
Once you have found businesses that you want to target, it’s time to put
together a sales proposal to get them on the hook.
We’ll start by picking out the right celebrities for our target customer,
work out a price structure that will be affordable for each potential
client, and finally put it all together into a proposal.
Find The Right Celebrities
Sponsored Tweets calls their publishers ‘creators’ and if you click on the
tab find creators, you can search through their available celebrities:
Note: You must have a Pro account in order to search through this list.
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Before we put together a proposal for a potential local client, we need to
find the right creators to post their content. By matching clients with the
right celebrities, you increase your chances of getting a sale.
The best way to explain how to match a celebrity to a business is
through examples. Here is a list of celebrities that Sean has used in the
past, and the types of business that bought a post:
Bill Goldberg is a former professional wrestler, body builder and sports
enthusiast. He currently offers Instagram and Twitter posts at just over
$1,000 which is quite affordable for the average business.
Bill is a great person to match with local gyms, vitamin shops, and any
other fitness related business.
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Andrew Zimmern is the host of a show called bizarre foods where he
travels the world visiting interesting restaurants and trying their dishes:
At a cost of only $1,300, restaurants can have him tweet about their best
dishes and specials. This is a great match for any food service business.
Akon is a hip hop artist, who is currently charging $2,050 for a tweet:
This is affordable for bars and clubs that play hip hop music and will
give them recognition.
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Bob Vila is considered “America’s handyman” and at $1,500 any
contractor or hardware store can have him endorse their business:
This is a HUGE hit with contractors Sean has reached out too.
Fashion Week is one of the biggest events in fashion with all the who’s
who of fashion brands showcasing their latest trends.
For under $1,000 FashionWeekNYC will feature any brand, clothing
store, clothing designer, or retail store on their twitter account.
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Hugh Hefner needs no introduction, and will tweet about any business
or brand for only $2,050:
And MTV’s The Situation will send out a Twitter message for $4,100:
Both of these celebrities are big names in the night club and bar scene.
Having these celebrities mention a party or event can attract a much
larger crowd, and is a great investment for any local bar.
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Naming Your Price
The prices listed on Promoted Tweets are the total cost to have the
celebrity post out your client’s message. Anything you add to that price
is pure profit. Sean aims to make a 100% markup on the cost of the
promotion, and will go down to 30% if the business will commit to work
with him on future marketing campaigns.
The real value for the business is not in the celebrity’s promotion. Sure,
this will bring in a number of new customers and social media followers
but the real value comes from using that endorsement in other
promotions.
Emailing their customer lists with a reference to the endorsement, using
screen shots of the endorsement in their print and online ad campaigns,
sharing the endorsement on social media…
Having a celebrity’s post in their advertising increases it’s effectiveness
ten-fold by making them stand out from all of their competition. This is
the real value of these endorsements, and it’s a value that is worth
paying for. The end goal should be a client for life, one that pays you
every month to produce new marketing campaigns for them.
So once you have picked the celebrities that work best for each
prospect, you can simply add 30% – 100% of the price of each one and
make that the price to the client.
Word of caution: Business owners have no idea what an endorsement
really costs, many believing it will cost in the tens of thousands. You
realistically could charge a local business 5-10 times the cost of a
Sponsored Tweet, however Sean believes (and I agree) anything over
100% markup is unnecessary and won’t help to establish a long term
relationship with the businesses you work with.
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Writing A Proposal
The next step in selling a local client is to write out a proposal for them
to look over. There are a number of ways that you can approach the
sale, if you are comfortable meeting clients in person you can simply
walk into an establishment with a portfolio and presentation, if you are
most comfortable closing on the phone you can send a simple message
inviting them to call you.
Sean prefers to do most of the selling on the initial contact outlining
everything including his prices on the first message. This way when he
receives a call from a biz owner, it is someone who already knows the
fees and is sold on doing business. I recommend this method for
beginners as it eliminates rejection and makes the sale easier.
The proposal you send will depend on the medium, email and direct
mail will allow you to write longer proposals while social media
messages need to be kept shorter (perhaps inviting them to receive a
full proposal via email).
Regardless of how you send the proposal, it should follow the same 6-
step format:
1.Introduction
2.“I noticed you” line
3.Benefits of celebrity endorsement
4.Examples of celebrity endorsement (Optional)
5.List of chosen celebrities and their price
6.Call to action/contact information.
The best way to understand how this formula works is with an example:
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To {BIZ OWNER NAME}:
My name is {YOUR NAME}, I’m an agent with {YOUR COMPANY}.
I noticed your company posts on Facebook quite regularly and would get
a huge boost in response if you had a celebrity endorsement of your
Facebook page.
Having a celebrity share your Facebook page with their fans would not
only increase your social media following dramatically, it would also
provide you with a permanent endorsement you could use in your other
marketing efforts like print ads and promotions.
Celebrity endorsements are much more affordable than most business
owners believe, which can provide a return 10-20 times the cost.
Here are some examples of clients I worked with in the past:
{IMAGES OF CELEBRITY ENDORSEMENTS}
Now I have gone ahead and put together a list of celebrities that I think
would be perfect to endorse your business, and a flat rate that it would
cost to have them post on their social media accounts:
{NAME OF CELEBRITY}
{IMAGE OF CELEBRITY}
{WHY THIS CELEBRITY}
{COST}
These are just suggestions for your business, and I have many more you
can choose from.
Please write back to me as soon as you can so I can schedule a promotion
for your business, or if it is more convenient you can reach me at my office
at: 555-555-5555
Thank you.
{YOUR NAME}
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The section {WHY THIS CELEBRITY} should contain a brief explanation
as to why you chose that celebrity for their business and outline the
benefits they would provide.
For example, you could say:
Andrew Zimmern is the perfect person to endorse your business because
he is well known for finding hidden gem restaurants on his TV show, and
that is exactly how people will view your restaurant.
Sending Out Your Proposal
Sending Via Email
Email is the easiest way to contact a local business, and the one I
recommend for beginners. You can simply copy your proposal into the
email and send it to the business owner.
This is the cheapest, and easiest way to do it.
Warm Walk-In
Odds are there are businesses that you already do business with – The
restaurants you frequent, the auto-mechanic who fixes your car, the bar
you may grab the occasional drinks at…
All of them are potential customers that are easy to approach. The next
time you are frequenting one of your regular spots, just ask the owner a
simple question:
“Hey, have you guys ever thought about getting a celebrity to endorse
you?”
From there you can explain how you have recently become a celebrity
endorsement agent, and that you can get endorsements for as little as
$1,000. This no pressure approach will often have business owners
wanting to know more, and is a great way to build an initial client base.
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Sending Through Social Media
Businesses that are active on social media are more receptive to
celebrity endorsements in our experience. Social media also provides a
great way to contact the business directly either through twitter,
Facebook direct messages, or whatever social media they use
frequently.
There are two ways you can approach a business on social media, you
can email them a brief description asking for their email where you can
send your proposal, or you can simply host your proposal on a webpage
and send them a link.
I prefer the latter method, and even include a video in my proposal that
just follows the same formula I outlined above.
Sending Through Direct Mail
Direct mail is still the most effective way to generate leads and clients.
You would simply take your proposal and type it up as a personal letter,
and mail it in a regular envelope. Hand sign the letter, and hand write
the address on each envelope to make it look personal. This will
increase your response tremendously.
Negotiating Fees
When you send the proposals to prospects, it’s best to name the highest
fee up front (100% markup) which gives you room to drop the price.
Being successful in this business means creating a relationship with
business owners and providing a number of services. Your ultimate goal
should be to work with fewer clients that pay you more money on a
regular basis.
When a client contacts you, offer to drop the price of the endorsement if
they sign up for your month marketing package. This gives you the
opportunity to sell anything from social media management to
reputation repair on a monthly basis.
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Servicing Clients – Getting Their Business Endorsed
In this section, I will walk you through the process of setting up a
campaign on Sponsored Tweets, and getting your clients message
posted.
Sponsored Tweets breaks down their service into campaigns and
opportunities.
An opportunity is a message that you would like to have posted to social
media by a celebrity, and a campaign is a group of opportunities.
This makes it easy to service our clients – we create a new campaign for
each client, and a new opportunity for each of their endorsements.
Create a Campaign for Each Client
You want to create a new campaign for each client that you land. This
way you can keep everything organized, and add opportunities every
time a client wants a new endorsement.
To get started, navigate to your Sponsored Tweets dashboard and click
on the ‘Create New Campaign’ button:
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This will pop up a dialog box where you would enter the name of the
campaign and then click submit:
I like to use the name of my client as the campaign name. Once you’ve
added the campaigns, you can add your client’s messages and
endorsements as opportunities.
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Create the Opportunity to Be Posted
Now it’s time to create the post that our chosen celebrities will release
on their social media accounts.
Start by clicking on the button ‘Create New Opportunity’:
On the next page, choose the type of post your client wants to release. In
most cases, this will be a status update on their Facebook or twitter:
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Next you will need to choose the platform that you wish to post on,
which in most cases will be Facebook or Twitter since they have the
largest effect:
Next you will fill out the details of your post, including title and content:
Make sure you click the box that says ‘invite only’ if you want specific
celebrities to send this out on their accounts. We will go over the open
bidding option later in this guide.
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At the bottom of the page, set the date and time you want your post to
be posted as well as a link to the website/Facebook page that you want
to promote, and click next.
You’ll be able to review the settings before submitting the final post on
the next page:
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Making a Direct Offer
By selecting ‘invite only’ when you create your post, you will be able to
choose which celebrities to invite to your opportunity. In most cases,
this is how Sean does his posts – he sells a local business on specific
celebrities and then sends the opportunities directly to them.
The first step is to find the celebrity that you want to send the
opportunity too. If you did your proposal the way we described it in the
previous section, you should already have the celebrities page:
Select the social media account that you want them to post on as shown
above.
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Next, click on the drop down arrow as indicated in the picture below
and select ‘Direct Offer’ in order to make them a direct offer on your
opportunity:
Select the opportunity you created in the previous section in the dialog
box that pops up:
Once submitted, you can expect to hear back from the person managing
the account in about a week. From there your message will be posted on
the account.
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Open Bidding For More Targets
Sponsored Tweets has the option for ‘open bidding’. With open bidding,
you set an amount you are willing to pay to have someone post your
opportunity on their social media account, and you will receive bids
from people to post your content.
This is a great way to gain more exposure for a client…
A single listing can have dozens of people bidding to post the content at
a discount from what they normally charge. And not just from
celebrities, many bloggers, fan pages, and lesser known ‘internet
celebrities’ will jump at the chance to post your opportunity to their
followers.
This can be a great source of traffic, backlinks, and exposure for a
fraction of the normal cost.
Consider doing an open bidding opportunity after you have serviced the
client to bring in more opportunities to sell them on endorsements.
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Following Up With Clients
The real secret to running a successful offline consulting business is not
to find the hottest thing to sell local businesses, but to create customers
for life who come back to you time and time again for new services.
Would you rather spend most of your time prospecting for new
business, and trying to find the latest and greatest fad to sell to business
owners…
…Or would you like to have a handful of loyal, high paying biz owners
who come to you whenever they need something, and are receptive to
your ideas whenever you find something that can help them?
Every client you land is an opportunity. An opportunity to build a
relationship that lasts long term, providing you with a steady income
stream.
Using The Endorsement In Other Marketing
Having a celebrity endorsement should only be the beginning of a
marketing campaign. The endorsement itself will bring in new
customers, and will bring in new social media followers, however the
real value is the boost in response that endorsement will bring in other
advertising.
Images of the endorsement should be used in print advertising, whether
in a direct mail, Yellow pages, or newspaper campaigns. Having the
celebrity image in the ad copy makes the ad stand out from all others.
This provides you with the opportunity to sell your new client on other
marketing ideas, making sure they get the most out of their investment
in the endorsement. After all, if they spent $2,000 on an endorsement, it
only makes sense that they spend $497 a month with you to use that
endorsement to keep bringing in business!
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Growing Your Agency Through Referrals
Once a business has been endorsed by a celebrity, the owners will be
approached about how they managed to pull that off. It’s important in
those moments that the owner will mention your service and provide
you with a referral. There are two things you must do in order to ensure
this happens:
One, you need to provide an outstanding service to your client. No biz
owner will recommend you if they did not have a great experience with
you, or if they don’t genuinely like you.
And two, you need to incentivize them to give you referrals. The easiest
way to do this is to provide a cash incentive – Sean gives his clients $200
for everyone they refer his way. I however, like to pay clients $2,000 –
$5,000 per referral that does business with me.
Why do I pay this much? This might seem excessive, and in truth I do
lose money on each referral. However, my long term value for each
client is over $100,000 over the course of a few years of business.
You see… When you can provide a service to a biz owner over a longer
term, the value of each client will grow dramatically. And it is worth
paying $2,000 or more for a referral.
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In Conclusion
That’s it for this course, the only thing left is for you to take action!
Remember: Reading this book will not make you any money, only going
out there and sending our proposals will.
Set yourself an easy goal. Maybe 3-4 proposals a week, or 1-2 per day if
you are really ambitious.
I’d love to hear from you personally, your successes, your troubles, and
any suggestions you may have for me.
If you have a question or comment for me directly, feel free to drop me
an email here: Luther@SuccessWithLuther.com
I do get a lot of email, but I try to check it every day and respond when I
can.
If you need faster help, submitting a ticket to our help desk is the fastest
way to get a response:
http://whitewavesupport.com
And remember, the more action you take… the more money you will
make.
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