I was flicking through twitter the other day and noticed
there was a trend of people talking about KFC.

Why KFC I thought to myself.

So I did a search and came across one of the smartest
marketing campaigns I have seen from a big organisation
in some time.

KFC has launched (in America, anyway) a new line of
grilled chicken which is smart thinking in itself given
the move towards health conscious eating around the world.

But the way they have done it is quite extraordinary.

Rather than saying we now have grilled chicken… come
and buy some… they have allowed consumers to try before
they buy.

That’s right. People in the U.S. could get two pieces of
chicken, two sides and a biscuit compliments of Colonel
Sanders.

Did this cause a stir. You bet it did. 

And they also teamed up with Oprah to promote it.

It was a perfect marketing mix.

And I can almost bet that it was one of their most
successful promotional campaigns ever.

There are three marketing principles KFC demonstrated:

1. Listen to your customers.
2. Let them try it out with your compliments.
3. Team up with someone with credibility to promote it.

It’s all very clever. And I would estimate that they probably
at least broke even on the sales when people came in.

How? Well, they were giving away $3.99 worth of food which
would have cost them far less to produce.

Perhaps $1 or $2 in hard costs.

And most customers would have also purchased something else
while they were in there.

Perhaps a dessert or a drink. Or whatever.

And of course, anyone who liked the grilled chicken would
be back again and again and again giving them many customers
for life.

It’s a heck of a lot better than the 10% off discounts you
see so many businesses offer, isn’t it.

The good news is virtually every business can follow in
 the footsteps of KFC. It doesn’t matter if you are a
mechanic… an accountant… a mortgage broker… a real
estate agent… a florist… an online retailer… a shoe
shop… or whatever.

And I’ll show you exactly how to do it when you get your
hands on More Customers Made Easy

All for now,

Scott Bywater

P.S. Check out the KFC campaign for yourself at http://www.unthinkfc.com

I’ve noticed the “un” term seems to be popping up a fair bit lately – here’s how NRMA is using it in their positioning to sell insurance:

http://www.unworry.com.au/

Very clever.

I was reading an article about Phil Hughes on the weekend…the new Australian batsman who scored two centuries in his second test match.

And they were talking about his strengths and weaknesses. It was noted in the article that eventually his opposition would uncover the weaknesses in his game and that would hold him back.

Maybe. Maybe not.

Apparently that’s what happened with Viv Richards, the West Indian great. The opposition worked out he wasn’t the greatest player on the leg side, so they bowled to his leg-side.

But within a few years of being tested on his weaknesses, he became one of the greatest leg-side players in the game.

And it’s the same with business, isn’t it?

You might be very good at what you do… whether it’s a mechanic, an accountant, a real estate agent, a masseur, a chiropractor, a newsagency owner… or whatever.

But right now people are cutting back and your business might have taken a bit of a dip.

In short, you’re being tested by these tough times. Your weaknesses have been targeted. And the biggest weakness for most businesses is working out how to get more customers.

You’re probably saying to yourself: “”But I’m no good at getting joint ventures. I’m no good at writing ads. I’m no good at writing sales letters to generate leads. I don’t know the first thing about using the internet to increase my prof-its.”"

Well, the good news is you can quickly turn your weaknesses into strengths by getting your hands on this  - I go into illustrious detail on over a dozen different strategies you can use to get new customers, including step-by-step strategies, templates and real examples from my private files.

Get everything you need. Make sure you enroll in the more customers made easy membership NOW.

All the best,

Scott Bywater

Many of you have heard my story and how I started my business with a classified ad. But you probably don’t know how I made the move from marketing consultant to copywriter.

It’s not pretty. In fact, I’ve kept it underground until now.

Well, here’s how it all happened.

I started out as a marketing consultant out of desperation. I had enjoyed some success marketing my hairdressing salon (which nevertheless ended up failing due to poor cash-flow, staffing problems and inexperience) and had no money… so figured I’d place a classified ad on credit.

I received a handful of calls and was in business.

I figured everyone would love to know how to grow their business. And if I guided business owners to do it, they would just follow along, make money and everyone’s a winner.

Right?

Wrong.

Firstly, because I was running small classified ads without any follow up sales letters, etc. to qualify, I wasn’t really attracting qualified clients.

So while I may have convinced them to come on board, I was always in the position of advising my customers to do something.

I’d recommend a strategy and say – do that. A week later I would ask them if that job had been done. The answer was often no.

A week after that… the same story… and so on.

It goes without saying that it’s very difficult to build a level of proof in your business if hardly anyone follows through on what you say.

That’s the problem I found with marketing consulting. Some business owners did follow through on my recommendations, but most didn’t.

It’s the same problem with seminars and events across the board – getting people to apply new concepts and change their approach can be very, very difficult.

By chance, I found myself doing more and more copywriting. And I was getting some results such as this testimonial from Jim Howes from Australian Technical Cleaning…

—
“”Scott, I believe that conservatively, the advertisement you wrote will double my domestic turnover. It is attracting a better class clientele, in the 45 & over age group – the ones that don’t quibble over the price and just want a good job done. It’s not attracting the price shoppers. My conversion rate has also increased and I am getting a lot less price resistance. Thank You.”"
—

But I continued to struggle and scrape by. I even took a job for a couple of weeks for another marketing company to get me by. That was until my wife saw an advertisement in the newspaper from Readers Digest offering a copywriting position. My wife – who has an amazing gut feeling and intuition about things – told me I MUST reply to that ad.

I reluctantly wrote a letter, met with their HR department and the copywriting manager, Janet Maddock, who later wrote this testimonial for me…

—
“”Over the years, I have seen hundreds of copywriters. Scott is without a doubt one of the best in Australia. He’s one of the rare breeds of classic, results oriented direct-mail copywriters that focuses on bringing the benefits off the page to elicit a response from his readers. His copywriting is such a joy to read, because it’s the sort of copy that gets a huge response. It goes straight to the heart of what the customer wants and delivers results – and huge profits for your clients.”"

Janet Maddock, Promotions Manager, Readers Digest Australia, NSW
—
Now I was starting to gain some confidence. And in my experience, confidence is money in the bank. But I still had a fear about giving away marketing consulting and focusing on consulting.

Anyway, I phoned Brett McFall for some advice (who is an awesome and very generous guy) and told him about my experience. He thought I was better off working for myself, recommended I talk to a few people and also put me onto a copywriting course which gave me the foundation I needed to take my skills to the next level.

You can read all about this course here

It’s probably one of the most thorough programs you’re ever likely to come across. And if you are serious about writing copy for your business or becoming a copywriter yourself (and potentially earning several hundred dollars an hour, like I do), I urge you to go and check it out.

Anyway, that’s the story of how I went from marketing consultant to copywriter. Interestingly enough, as soon as I made that decision I had a 7-week run where I made about four times my average income I was making at the time.

Needless to say, I’ve never looked back

All for now,

Scott Bywater

P.S. If you’d like to see what copywriting can do for your business… or just how much you can help clients if you want to become a consultant, Click here … and check out some of my success stories.

By the way, there’s plenty more. I haven’t kept these updated, so get ready to see more success stories over the coming weeks and months.