Outrageous Advertising That's Outrageously Successful. Bill Glazer

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      ideas are in every industry

      A theme you will see emphasized throughout this book is that my best ideas came from somewhere else, and I am not speaking of a vacuum. I do business in the world, and so I pay attention to everything I see around me—especially other advertising.

      The idea for the five-page handwritten letter, as you know, came from my first seeing the technique used by Dan Kennedy, who saw it used by a political candidate. I was in the menswear retail business. Why would I be looking at what a political candidate was doing? Wouldn’t I have been better off looking at what other menswear stores were doing? After all, they knew what they were doing, right?

      NOT!!!

      I looked outside my industry. I looked for something that had never been done inside my industry. I looked for an idea I could translate successfully into my industry.

OUTRAGEOUS boost If something is working in an industry, it will typically translate to others. In fact, it will often work better in others since it is new to them.

      And the truth is, that’s what I am always doing.

      And I am looking for others who are looking for ideas as well, so I have joined Marketing Mastermind groups in the past and I continue to do so. In fact, I now lead three of them with over 140 extremely successful entrepreneurs.

      In 1999, I was in a Marketing Mastermind meeting that was being facilitated by Dan Kennedy and others from over eighteen different industries. I was the retail guy. There was also a guy from the mortgage industry who was sending out pre-recorded messages that appeared on people’s answering machines.

OUTRAGEOUS resource There are Glazer-Kennedy Insider’s Circle chapter meetings and Mastermind Groups in most cities throughout North America, run by certified independent business advisors. You can see if there’s one in your area at www.dankennedy.com.

      This had never been done in the retail world before, so I wanted to try it. I essentially brought voice broadcast into the retail world, and it worked. It worked great. In fact, the very first time I tried it, it resulted in a 92 percent increase in response when I added it to a previous successful promotion. This was a breakthrough I made by looking outside of my industry.

      ideas are everywhere

      Once I started developing OUTRAGEOUS advertising, I was always looking for opportunities to use it. Mostly because it works. But partly because it’s fun.

      When my wife and I went on a vacation to the Middle East, we went on a camel ride in the desert. Of course I had a picture snapped of me on a camel that I could send out to my customers. In fact, I sent it to the customers of my menswear stores and also to the members of Glazer-Kennedy Insider’s Circle.

      It made for big laughs and big sales.

OUTRAGEOUS boost Always carry a small digital camera with you because you never know when you might see an oppertunity to snap a photo that you can use OUTRAGEOUSLY in your advertising.

       You can see this photo in full color when you claim your FREE CD of all of the exhibits in this book by using the form on page 312.

      In fact, I often view my vacations as marketing opportunities, and one of my best campaigns occurred when my wife and I went on a cruise to Alaska. Prior to the cruise, I had seen a postcard of the cruise ship with Alaska in the background. I liked it. I thought it would be a nice thing to send to my customers.

      But I wanted to OUTRAGEOUSLY personalize it, so I wrote on the front of the postcard in pen, “Even when I’m on vacation, I’m thinking of you …” and then atop the cruise ship, I drew a little stick figure with an arrow pointing to it that said, “ME.”

       You can see this in full color when you claim your FREE CD of all of the exhibits in this book by using the form on page 312.

      And on the back of the postcard, I put a coupon for $10 off any purchase, with a date to respond by.

      And since I was actually heading on a cruise to Alaska, I wanted to mail the postcards so that they came with an Anchorage postmark. And I had a few customers.

      I went to my printer and had them print up 10,146 postcards with this message that I wanted to send to my favorite 10,146 customers. Each was addressed, and I had stamps put on. All I needed was an Anchorage postmark. So I had my printer put all the postcards into a box and off I went with my wife on a nice vacation beginning in Anchorage.

      When we arrived at the hotel, I went up to the clerk and asked if I could mail postcards at the hotel. She smiled and said sure. So I reached down and picked up my box of 10,146 postcards. I smiled back and told her that I wrote them all last night and my arm was killing me. We laughed. I continued on my vacation, and then when I came back home, I found out that the postcard campaign was a huge success.

      As if you haven’t already figured this out … OUTRAGEOUS advertising not only works, but it is fun!

      In fact, when I finally figured this whole thing out, it became the most enjoyable and fun thing that I did in my business.

OUTRAGEOUS exercise Think of photo opportunities from everyday life or a vacation that can translate into an OUTRAGEOUS advertising campaign. 1. 2. 3.

      defining results

      The СКАЧАТЬ