1) Why do most ads fail to generate sales or leads?

Because most ads boast about the company or product. Even worse, some ads leave you guessing as to what they're trying to communicate. Boasting doesn't address consumer concerns, doubts and fears. Consumers want to know what they're going to get. And that's why image ads usually fail.

Picture a pushy salesperson trying to sell you their product or service. It doesn't work. Today's consumers have layers of resistance you must peel off. Savvy marketers have found a way to do this.

2) What distinguishes you from other marketing consultants?

Copy. Let's face it—people are more skeptical today than ever. They are assaulted wirh over 3,000 messages a day. The Internet, the media, and even an apple are vying for your attention. It takes major presuasion to motivate your prospects to take action. And without action, you'd be raising skinny children.

You must break through people's force field. You must not only get their attention, but capture it. And you can do that through compelling, persuasive copy. Without compelling copy, your message will look like all the rest—and end up getting deleted, tossed, or discounted.

3) How much do you charge?

I'm embarrassed to admit: I don't have set fees, but I do have an investment rate sheet. I charge by the project and usually a piece of the action. That way, we'll engage in highly lucrative deals that make us both a lot of money. If you want me to promote your gumball machine service, I'll have to decline.

So think about a starving market and what product, service or answer you can provide to meet their wants. Again and again. And then upsell them with new products from your pipeline.

But don't stop there...

Think about getting the best Return on Investment to market your products and services with direct mail, e-zines, magalogs, or response advertising. And stop wasting money producing image ads and making announcements.

Current rates...

4) Do you offer a guarantee for your services?

No. Here's why...

Because no one can predict how a market will respond. That's why it's critically important to always test. And even if you've got a winner—you must continue testing. Changing one word in a headline can raise your response rates 100%, 500%, or even 1,000%. That's how you dominate your industry. Companies that don't or won't test leave their survival to chance.

A person with your marketing savvy will agree that a guarantee is futile. Because no one can drive the marketplace. You must test and track to see what works. This eliminates second-guessing, and putting all your eggs into one basket.

It's a good idea to begin a marketing campaign with a split A/B test, track the results, and make adjustments for the next test or roll-out.

5) Why do you require a non-refundable deposit?

It's a policy I've established for all clients. It allows me to believe a client is serious. Some people start out with a great idea, hire me to do some work, then turn the other cheek because they're afraid of success. Really.

They go into self-sabotage mode. Often wasting everyone's time. Sorry, but I don't want to be dragged along. If you're not serious about making lots of money, don't call.

6) I know people in my networking club who charge one/tenth what you charge. Are you on drugs?

No. But I do like Italian suits. And exotic cars get my attention.

If they can get the same results, give me their number. I may want to hire them.

7) Why do you turn down business? Isn't that financial suicide?

No, not at all. Here's my business philosophy in a nutshell...

I want to build a strong relationship with my clients. That means they must churn out more products and services to market to their database. This way they'll own their market share, become wealthy, and retire early.

A lot of business owners won't or can't follow this philosophy. They promote a one-trick-pony product or service they think will make them rich. But in reality, that's financial suicide.

Why?

Because most people in business overlook the hidden money in their company. They operate with tunnel vision and therefore lose millions of extra dollars. And that's why I like working with sharp individuals who share my business philosophy.