If you've already got customers you can look at a referral marketing side of things. Everyone knows word of mouth is the best type of business that you can get and it's a high quality lead. So why not write a letter to your clients saying, "Hi John. Thanks for your business. Really appreciate it. I'm looking for more clients like you and I'd like to make this special offer to your clients and if you respond to this, if you recommend me to your clients I'd also like to give you these bonuses." So that's really a very, very good way of generating new business in a very qualified sort of business because your best customers are going to know other people who are like them. So referral marketing is very powerful.
Fax marketing is great as well. One of the benefits of fax marketing is you can call a fax marketing place and write a quick letter in a couple hours and then jump on the phone to a fax marketing company and have your faxes going out to generate leads as soon as this afternoon. So that's really powerful and to get a sales letter and faxes out it's going to cost you less than $200 dollars. Some business owners don't like receiving them. Some people get upset but it is a very, very powerful marketing strategy which is still legal in Australia. Just check your local laws as it is illegal in some countries including the United States.
Ted Nicholas has a saying that newspapers have what he terms a wish list in terms of their prices, so he doesn't believe in paying full price for any advertising. He doesn't believe in paying full price and there is a strategy which I've personally used and had about one out of four, businesses like newspapers come back to me and give me a price of 65 percent off the regular price. So think about how powerful this is. Let's say you've got an advertisement which is making a loss. Okay? You apply this strategy. So let's say the advertisement is costing you a thousand dollars to run and you're only making $700 dollars back. What would happen if you applied this strategy and you could get that advertisement to run for $350 dollars? All of a sudden it's profitable; and if you get that cheap advertising you could run that ad around the country and it's a very, very successful ad. So just keep that in mind with all of your marketing-the price a newspaper asks isn't necessarily the price that you have to personally pay.
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