Alan R. Bechtold has released the latest issue of E-Wealth Report. This featured article is titled “Down Any Road”. [E-Wealth Report]


Alan Bechtold has released the latest issue of ‘E-Wealth Report’ Newsletter.

Down Any Road

by Alan Bechtold

I often tell people (many times right here) that you know you’re nearing success when you acquire the marketing mindset. This is something that happens to anyone who studies and works at marketing anything for a period of time.

It’s that magic moment when you catch yourself thinking marketing everywhere you go – seeing marketing everywhere around you. Whether you’re dining in a restaurant or picking up fast food, checking in at a hotel or buying a home, trying on some new clothes or shopping at a flea market – suddenly, you can’t help noticing brilliant little marketing moves and sad blunders or lost opportunities at every turn.

For example, I recently took a wrong turn heading back to the hotel after visiting my family in Topeka, Kansas. I soon realized the road I’d entered was not going to take me back to the hotel (it turns out I’d turned in one road too soon), so I deceded to turn around in a large parking lot surrounding an imposing-looking brick-and-glass building.

As I turned the car to head back out to the street, I noticed signs posted in front of most of the parking spots. All were located nearest to the building’s entrance.

At first, I thought they were the usual handicapped parking spaces. Then, as I approached them, I saw the signs all read “Hybrid.”

There were more of these spaces than handicapped spaces! Every parking spot closest to the building was either handicapped or hybrid parking – and there were definitely more hybrid spots than handicapped..

Preferential parking for Hybrid cars. What a brilliant idea!

This is a new building that now houses the Kansas Corporation Commission. Apparently, they’ve decided to reward drivers of hybrid vehicles by giving them preferential parking equal to that offered to the handicapped.

I don’t know if this is a statewide policy – but somebody at the state level, either within the Corporation Commission or within the government itself, sees the future and knows the rightway to affect change in our busy world.

This is important to remember. As marketers, we’re constantly trying to change human behavior in our favor. Reward the changes you want to see and people will decide for themselves to make changes you want them to make.

This always works much better than trying to force an idea down the throats of your clients and prospects.

Want to train your customers to buy online, rather than via fax or mail? Taking away fax and mail options will do it – but you’ll also lose sales. Offer fax and mail orders – but reward those who order online by adding a special “online discount,” and you’ll see the majority of your customers – even those normally less than comfortable ordering online – logging in and ordering online.

If you have several products – you could reward buyers of your most profitable products that generate the least support problems.

If you’d like to cut your customer support costs, consider rewarding customers who seek and find the answer online from your Frequently Asked Questions before they call for support.

Provide free bonus gifts for people who post on your forum and you’ll see more forum activity.

The list goes on and on. Even the insurance industry is catching on. Have you seen Allstate’s ads lately? They’re offering lower rates and a bonus check to all customers whenever they go six months without making a claim.

It works. It’s easy. And it makes your customers and prospects make the decision for themselves to do your bidding.

That’s what I call great marketing.

I’ve got a huge assortment of gifts for you today. They won’t be available until next Tuesday, June 24 – but they’ll only be available until June 28, so I wanted to make certain you knew about this now.

I’m putting together a gigantic launch celebration for my new book, Will Work for Fun: 3 Simple Steps to Turning Any Hobby or Interest Into Cash, and for my new full-length movie, The FUNdamental You. It begins June 24. On that day, you can order the book or the movie and get a nice fat package of valuable gifts worth many times more than the price of the book or movie.

Right now, the total number of gifts has topped $1,000 in value and I’m certain it’s going to top $2500 or more before we’re done gathering the goodies.

Buy the book and movie together and you’ll save $10.00, get all the gifts and get an additional bundle of goodies I’m putting together just for people who buy both during the celebration.

Can you see the behavior I’m trying to reward here? Good! That means your marketing mindset is starting to kick in.

The book and movie are excellent. The gifts sweeten the deal. And the goodies all go away June 28.

Visit www.fundamentalyou.com right now. Sign up for the notification list. I’ll drop you an email note to let you know as soon as the doors have opened. Doors are scheduled to open at midnight, eastern U.S. time, June 24.

See you next week!

Alan R. Bechtold

President/CEO

BBS Press Service, Inc.

‘E-Wealth Report’ Newsletter

*IMNewswatch would like to thank Alan Bechtold for granting permission to reprint the latest article.

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