Marketing is simply a series of tests to see what works.

Believe me, I wish I could tell you that every marketing effort you launch will produce like crazy, but that is impossible. The good news is that you can learn from every marketing effort – tweak and perfect – and then test some more until you have a homerun that produces for months OR years!Every time you market yourself/your business, remember, you are simply testing a marketing initiative to see how well it produces. The results of your test will tell you several things:

• The number of responses
• The number of sales (from responses)
• The quality of the leads/sales
• Whether you should roll-it-out and go big with the same marketing strategy
• How well received the marketing piece/event/initiative was
• How much traffic it drove to your website
• How many requests for more information you received
• How many calls with questions (and the types of questions they are asking)and more.

Marketing is UN-emotional and you should not allow yourself to become emotionally attached to the outcome of any marketing effort. I know you want every effort to be a huge success BUT always remember – its a test.

With that said, there are certainly more predictably successful marketing initiatives that you can launch that will produce guaranteed results…you just wont know what kind of results until you launch.

You can also split test for faster results. Split testing is where you create similar or completely different ads (for example) and send one ad to half of your target audience (as in a direct mail/direct e-mail piece or ad), or your patient/client/customer base, etc., and the other ad to the other half. This will provide you with results (responses, quality leads/sales, etc.) fairly quickly and you’ll know which one you should use from now on based on the ad that produced the best results.

Once you have this data, you should use that marketing initiative/strategy over and over again until it stops working. Interestingly enough, you will have the urge to change the successful marketing piece – DON’T CHANGE A THING – UNTIL it stops producing.I once sent the same email to the same list every Monday at 10:00 AM EST for six consecutive months, because it produced the same exact response – for SIX months! When I received 20-25% fewer leads, I changed the e-mail and started over. For some reason people think they have to change their ad every day/week/month in a particular newspaper, in a direct email campaign, whatever. My advice is, use it until it stops working. That’s smart marketing.

Dr. Len Schwartz
Pres/CEO of Pro2Pro Network

Everyone knows that readership (of newspapers) is on a massive decline, and only specific segments of the population – baby boomers and seniors – typically read newspapers.  If that is your target market – I have a great idea for you that will maximize your investment in newspaper advertising.

Most people are familiar with placing an ad in the newspaper. But, the traditional ad is NOT the most cost-effective. A newspaper insert is the most cost-effective method of advertising in a newspaper. Why? You get to utilize both sides of an 8 1/2 by 11 sheet of paper. You can tell a story (facts tell, stories sell), list all of your features and benefits and a complete list of how you can serve, solve and satisfy a prospect’s needs or wants with your products or services.  And, if you are legally able to do so, you should incorporate testimonials into your 2-sided insert and make sure you have a special offer and/or call-to-action at the end of your two-page (two-sided) insert.

The reason inserts work so well is because people have to touch them – literally.  They either fall out of the newspaper when you turn the page or you have to move them out of the way when you turn the page.
You would be amazed at how many people look at that newspaper insert just before they toss it.

As with any ad, you need big, bold compelling headlines as well as benefit rich copy that draws the reader down the page so they can learn how you satisfy what they want or need. Again, use testimonials and/or success stories whenever possible so you achieve “social proof” – so they can see how you’ve helped other people with their particular problem/situation.

Remember, tell people to call your office or send them to your website, blog, etc., to learn more…or to download a special report, etc. If you are going to advertise in the newspaper, remember, inserts are the best and most cost effective way of advertising in your newspaper.

Dr. Len Schwartz
Pres/CEO of Pro2Pro Network

If so, keep reading…

For a very limited time you can get a copy of your local online reputation report at NO CHARGE.

You’ll be able to see how you compare and stack-up to your local competitors.

You’ll also know exactly what to do to outscore them and dominate the top of the search engines.

This free report (normally $99) will also tell you what others (including your customers)
are saying about you / your business on the web (good and bad!).

We’re absolutely certain this will be THE MOST important report you read about you AND your business in 2012!

Two Ways to Get your Free Reputation Report:

Option 1 -

Visit AutomatedSocialNetworking.com … Once there, you’ll see a pop-up on the homepage
appear.

Enter all of your contact details and click submit. Or, if you feel more comfortable
and cannot view the pop-up, see below

Option 2 -

Send an email to LRMS@automatedsocialnetworking.com

In the email, all you need to do is provide your name, business name, full
business address, and business phone # You MUST have all of this information
included so we can accurately research your local online reputation!

Expect to receive an email in the next 24 hours by one of our client service specialists to go over your FULL report.

Dr. Len Schwartz
Pres/CEO of
Pro2Pro Network

This is crucial, as dozens of new patients/clients are lost each year
simply because this “system” is not in place.

Here’s another system you’ll want to have in place:
Do you have a COMPLETE new patient/client “intake” process or system for your office manager to follow?

Does your step-by-step process enable the new patient/client to understand your VALUE and/or make them feel comfortable and confident?

What else do you want your new patients/clients to know BEFORE they meet you for the first time?
Create and implement a SYSTEM that helps you achieve your desired results and watch how much more impactful your initial consultation is.
This will also help you dramatically increase the number of qualified referrals as well.

Dr. Len Schwartz
Pres/CEO of
Pro2Pro Network

Here’s my recommendation – if you truly want (and understand the
VALUE of) administrative and/or marketing systems, processes and
procedures to help you automate the growth of your business/practice,
you need to have weekly meetings with your staff.

Your meetings should cover all areas of your business, and not just
marketing. In fact, I highly recommend you discuss: billing,
collections, marketing, administrative needs, reactivation campaigns,
patient or customer retention ideas, and anything else that you can
think of to help automate the growth of your practice.

Just in case you’re still asking, “Why do you I need to meet with
my staff?”

Here’s the answer:
You need to meet with your staff because you CANNOT do it all yourself. You need your staff to support you with whatever marketing initiatives you want to put in place in order to make it happen. If I leave it up you, you know it’s never going to happen because you’re too busy spinning 12 different plates at one time, and that’s no way to build a business.

So, my advice may seem a little askew from my traditional
marketing advice, but the staff meetings you have every single week
(same day, same time – and shut the computers and all of the phones
off), will enable you to mastermind and brainstorm about what systems
you want to facilitate, implement or incorporate, so that you
CONSISTENTLY generate new business and referrals. Not having a plan, is of course, a plan to fail!

Dr. Len Schwartz
Pres/CEO of
Pro2Pro Network

P.S. So many business owners struggle with marketing and business-building.
Where to start?
What to do first?
What ideas to implement to generate new business?

Click here to have it all handed to you – The 8 Musts of Marketing for Buidling A Million Dollar Business (free video series)