Blog Post

New England Patriots Won Super Bowl 51 In August Not In February

  • By Bob Sisk
  • 06 Feb, 2017

WHY they will continue to win and what we can learn from them…

A Winning Business Plan

I dedicated a part of this book (My Marketing Sucks!) to winning systems and used the Patriots as an example. This was written when they were 4 and 1 in September while playing without their MVP Quarterback Tom Brady. It was not a surprise to see them win their 5th Super Bowl trophy last night.  

 This team was losing 28-3 in the third quarter.  People across the world started tuning out; it was over. It wasn't over for the Patriots- they had an unfair advantage ready to go.  

'People are fallible, systems are not'.  

They believed in their system and executed it. The chapter highlighted WHY they will continue to win and what we can learn from them…

It is critical to know one of the key factors to growing your business is to simplify and automate.

One area where this is critically important is in your sales process. Look at any successful business and they will have a system of selling that assures the highest levels of lead gathering and conversion.

Sadly, most businesses do not have a system for selling.

They wing it.

Sometimes they sell a lot, sometimes they sell little.  Average it out at the end of the year they’ve spent a lot of time and effort to get average results.  

Today average does not cut it.

You want to have a Selling System in place that, no matter who you plug into it, the results you will achieve are exceptional.

Winning Systems Can Be Seen Everywhere

Whether you like sports or not, take a look professional football’s New England Patriots. They have a great coach named Bill Belichick. He has put in an incredible system for winning. If you ever look at his players and compare them year-over-year, they change continually, yet his team keeps winning.

Belichik has created the tools, strategies, methodologies and philosophies that are ‘duplicatable’.  He has created a winning system; a system that works. Over the past decade, he has demonstrated that he can put good people into his system and get extraordinary results 100% of the time.

Being from New Jersey, you can probably guess we're not New England Patriots fans or fans of their quarterback, Tom Brady.  When Tom Brady was out for 4 games at the start of the 2016 season, the team still went 3 and 1 without him. They had two rookie quarterbacks take his place and still manage to win.

A Winning System Doesn’t Care Who Your Players Are

For example, somebody calls into your business.

What your prospects and clients hear on the phone should be consistent each and every time, no matter who answers the phone. You need to be asking questions of the caller to find out what they're looking for and to determine quickly what’s most important to them. This will help you handle the call and steer them in the direction they need to go.

Seems so logical - yet so few businesses implement a system for handling phone calls.

We create phone talking points for each of our clients. We teach their team how and when to use these so that every call becomes an opportunity to secure a new customer, or keep an existing one happy. When it comes to talking points placed next to the phones, people grab them and use them until they have them memorized.

Everyone wants to do their job well. Your team relies on YOU to set the systems and culture in place for success.

The second key component to a winning Sales System involves automating your online selling process. Selling online and follow up is most effectively done by email. The secret is to put into place a strategy to gather emails - in exchange for something of value.

At Profit Partners, we set up our website to do that automatically.

If somebody is visiting our website, we create a clear, concise, compelling message on why we're better and different than all of our competition. Once we built that case, we can now give prospective clients some low-risk and no-risk offers - in return for their email address.

What People Seek Is Value

If you give people something that’s valuable to them for free - something that speaks to how you can solve their problem or make their situation better - they will gladly give up their email address.

Nobody wants to give up their email address just to get on your list. Give them something that helps them move closer to a decision to buy… and to buy from you!

And, because you are setting this up via a web form that is both capturing their email and delivering the material you’ve offered, you have taken the first step in automating your Sales System to work 24/7/365.

Once they have provided their email, you are now positioned to automatically delivering the information they’ve requested and to follow-up with them with further information to assist in their buying decision.

Another critical component to your Sales System should be a well thought out plan for how someone is treated when they come through your front door. If you're in a business where people come and see you, you need to know specifically what needs to happen to make someone comfortable and to feel that you and your staff are approachable.

Have you noticed over time that most people who are not familiar with you or your company generally ask the same 3 to 5 questions? This is not uncommon in all industries. The question they first ask is what we refer to as their Hot Button - it's the reason they came to see you in the first place.

We recommend that you identify the top 10 questions or objections that you hear day in and day out. Create a Cheat Sheet with what you consider to be the best way to address each one. You now have a tremendous training tool to share with your team.

I highly recommend you grab My Marketing Sucks! to see the rest of the ways to Simplify and Automate your business.

By Bob Sisk 18 Nov, 2020
Is yours one of them? Are they really following the science or are they following the money? “Facts… Just the Facts m’aam” Joe Friday Look, we're all sick and tired of hearing this threat of another lockdown, another wave, and at the same time most of these governors are blocking the prevention and the treatment that we need. Let's follow the science even Dr. Fauci would agree with these three things. A) The healthier you are the better you'll fare. B) Coronavirus is not a death sentence for everyone C) A healthy immune system is more important than ever in the history of humankind
By Allan Boushie 18 Nov, 2020
The concept of a Unique Selling Proposition or otherwise known as USP (Unique Selling Points) was developed back in the 1940’s. USP’s represent those features and details that a business has that makes it different (and/or better) than their competition.

Your USP’s, when properly communicated, will help you differentiate and separate your business or service as distinctive. Generally, it will convey your unique benefits to your prospective customers.

Everyone has heard of this principle. And yet, most businesses don’t follow it.

Owners copy from each other constantly. Grab an ad of yours and put your competitor's name on it and ask, does this still ring true? If so, you’re guilty too. In Reality in Advertising, one of our mentors, Walter Reeves perfectly defines the concept of USP’s in three parts, summarized here:

1. Each advertisement must make a proposition to the consumer—not just words, product puffery, or show-window advertising. Each advertisement must say to each reader: "Buy this product, for this specific benefit."

2. The proposition must be one the competition cannot or does not offer. It must be unique—either in the brand or a claim the rest of that particular advertising area does not make.

3. The proposition must be strong enough to move the masses, i.e., attract new customers as well as potential customers.

The Most Common Marketing Mistake Being Made

Copying.

When everyone looks the same, sounds the same and all says the same things, you leave your prospects with NO other choice but to compare each of you by price (cost).

This is so unfair and what the end result is, you end up ‘SHARING’ the market with your competition. Every time someone joins the market to sell what you sell, you take a pay cut.

That’s not why you went into business, is it?

If you can spend some time to uncover a number of the things that make you unique, that only you can say, you will separate yourself from the pack and truly CRUSH YOUR COMPETITION!

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We have our own interpretation of this unyielding law of success:
Find out what you do better and/or different than your competition and promote the hell out of that.

Go to our website and download your Unique Selling Points Worksheet:
http://MyMarketingSucks.com/Unique-Selling-Points
It will walk you through an exercise that will make your marketing 2x, 3x even 4x more effective.
Used in your marketing and advertising, you will make your competitors ‘invisible’ to your market.

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Separate From the Pack to Dominate Your Market

They say that “Imitation is the Greatest Form of Flattery”.

That's a bunch of crap. It's a death sentence.

This is why there are copyright and trademark laws. It's to keep people from copying from each other because it hurts business.

We have a fitness center client we’ve worked with for years. They are out California in a very competitive environment. Everybody copies off of each other and the big box gyms kind of set the pace. What ends up happening is people share the marketplace with each other and nobody sees growth.

We recommended our client to begin working on developing their unique selling points to better promote their fitness and weight loss program.
Now, every health club has some type of weight loss program. People everywhere are looking to lose weight and most businesses are lazy marketers - so they merely copy off of each other.

However, our client does some unique things with their weight loss program:

● They have a start date, finish date and a goal date.
● They make sure everybody in their program hits their goals.
● They recorded results, they published it, and they gathered testimonials.
● They took before and after pictures.
● Videos of the class were produced for publication

Such detail and documentation were brilliant. Now they can prove in advance that their system works. Take a number and get in line.

Sign-ups were huge.

Now the buzz got out about this great program that’s producing great results. So what do you think the competition in the area did? That's right, they try to copy it.

It didn't work. They tried to add six or eight-week programs, they did things similar to our client. They put a couple before and after pictures up and they charged about the same price (only a little cheaper that's where they felt like they would steal the marketplace by being cheaper).

The reason that didn't work is because it was not unique - it was the same old, same old. From club to club, they all tried to sound like our client, look the same, and feel the same.

The result - they all became invisible and nobody joined any of them.

                                          Your Unfair Advantage #3:
      When People are Confused, They Freeze. Give Them Clarity!

Our clients’ program continues to grow. As a matter fact, not only did they grow, they are running multiple sessions at a time, week after week.

After a couple of months they converted it to an online program so they can launch it nationally. It's growing at the pace right now to become one of the biggest selling fitness and weight loss programs on the planet.

We don't want to jinx it because it is starting to see the success it really deserves because it is unique special and different. That's one of the keys one of the unique selling points. One of the things that make this better and different than all the other crap on the market is this... a little secret…

Are you ready for it? Can you handle it?

Here it is “You don't lose weight in the gym. You lose weight in the kitchen.”

All the competing health clubs made the mistake of trying to put together a fitness program in their gym to help people lose weight. They're showing before and after pictures of real people losing a few pounds and nobody was impressed enough to join.

Our client showed pictures of people who lost 10 pounds or more with their unique nutrition and weight loss program. Participants look great and were encouraged to wear flattering clothes to show what a great weight loss plan PLUS a fitness regime can do to tone up their new fat reduced bodies.

The ultimate benefit to losing the weight wasn't the number on the scale. It was that you look good, you feel good you're proud of yourself. You tone up and you get in the best shape of your life.

That's what our client is selling.

That's what they were showing off that's what made them better and different and unique from the rest of the marketplace.

Create Separation to Stand Out From the Pack

Can you get it to start to see how YOUR unique selling points can separate you from the pack and help you dominate the market?

Copying from each other, copying websites, ideas, and programs does nothing but create noise. Noise in the market creates confusion. Everyone starts to look the same, sound the same, and appear to be the same. Confusion creates inactivity. People freeze when they're confused.

Our competition at Profit Partners LLC steals ideas from us constantly. We put out a marketing newsletter every single Monday morning. We haven't missed one in over 13 years. That newsletter goes out religiously, without fail, so needless to say our ideas are out there to be seen.
Our competition takes them from us shamelessly!

We coined the phrase AutoPilot (as one word) for one of our products. Now it's used everywhere; we see it constantly. Thirteen years ago nobody was using the term and today we see it used in many places.

It drives us crazy and pisses us off when we see a competitor of ours taking our marketing ideas, repackaging it and start to sell it as if it's their own product.

We want to shout from the rooftops and call that person a thief and a liar.

Stop Thief!

Sadly, that's business in today's market.

That's what goes on today and why patents and trademarks have an expiration date - supposedly competition is good for everybody.
But man, when a competitor steals from you, it feels like a dagger through the heart!

                                            Your Unfair Advantage #4:
   Develop Your Own Unique Selling Points. They Are a Cornerstone of Your Marketing

It’s time to come up with your own unique selling points. To show people why you're better and different than everyone else.

Nothing feels better than to hear people say when they walk through your front door, call you, or send you an email - “I'm buying for you because you do XYZ so much better than the rest of those guys. I love the way you presented XYZ.” That's exciting.

That's what you need Unique Selling Points can do for you and your business. It can turn things around and give you a windfall of new sales, customers and revenue.

By Allan Boushie 09 Feb, 2017
It doesn't matter what YOU know and believe to be true about you and your business. The ONLY thing that matters is what OTHERs perceive you and your business to be!
By Bob Sisk 15 Dec, 2016
MY MARKETING SUCKS has hit the bookshelves!  I'm so excited to see the feedback from the readers. 

It is exciting to see 13 years of hard work, trial and error, A/B testing and pure consumer level marketing. 

People of all types of businesses and occupations can learn from this material.  The book uncovers the powerful concepts at work that create winning results and over $50+ in new revenue for our customers worldwide.

It even includes a chapter dedicated to the 2016 presidential race between Hillary Clinton and Donald Trump and the  marketing secret that proved to be the difference in the outcome. All the surveys and projections were proven wrong 100% due to a strategic and tactical marketing plan both candidates deployed. 

You too can create your own personal victories using the same time tested strategies shared in 'My Marketing SUCKS!'

Available on Amazon - HERE

 
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