Trends, Bends, and a Box of Depends

It seemed like a regular convention. Hordes of people with “My Name Is” badges, some festooned with ribbon, looking semi-lost, clutching formless bags emblazoned with a logo you’d not be caught dead sporting outside these walls.

There was also a ‘normal’ seeming trade show, filled with eager vendors and tables of wares, each promising salvation if you had a few minutes and a credit card.

And of course the incredible speakers (more about hot trends later) who did their best to wow the crowd of the unendowed. All 550 attendees had plunked down around $2k to be there, largely under the influence of a master marketeer named Dan Kennedy.

He created this direct marketing crowd, much of its nomenclature, and has presided over this kingdom for nearly 30 years, still sharp as ever. He is perhaps the highest paid copywriter on planet earth, fees beginning at $35k per page with a royalty off sales.

All was pretty normal until his personal assistant approached me, handing me her cell phone number and saying, “Dan wants to meet you in his suite at 5:20 for 20 minutes.”

“What did I do this time?”

I paced the hall at exactly 5:15 to make sure I was on time. I’d already taken 24 pages of notes from speakers. Assuming he was going to ask me some tough questions, I roughly “sketched” a snapshot of my business, revenue flow, a tiny history. His assistant appeared, said “Walk this way” and resisting the urge to mimic her walk a la Young Frankenstein, we soon tapped on the door to the massive suite.

Let me back up a sec. I lied. This was not a normal convention. This is the Information Marketing Summit. There’s nothing else like it out there. The speakers are not household names (except to nutballs in this crowd) yet they’re credited with marketing movements like the Video Sales Letter, or the Product Launch Formula, or how Alex Mandossian has 900,000 followers… but no email list. (He generates over $1m in sales with exactly one employee.) This stuff ain’t “normal.”

I’m a member of this group – just like you have your groups – for one thing: improvement. My unkind observation is “if you’re not actively improving, you’re becoming inactively irrelevant.”

My notes contain meaningful movements, changes, bends, and trends facing marketing as a whole. What’s working, what’s not, what’s coming next. At Hudson Ink, we “reinterpret” these things for you, putting what we learn into products, services, and marketing coaching. My investment of time and resources is intended to pay dividends to you. (See excerpts from my notes at end.)

The door to Dan Kennedy’s suite opens. He motions me to a couch about 28 feet long. His room is slightly nicer than mine in the same resort. I sit. I stare. Sensing a twinge of unintended awe, he breaks, “So, how’s your business, your work?” I say something meaningless. He follows, “Hey, no need for notes or math in here. This is purely a social call. You’ve been a member for a while and run a real marketing business… bricks, mortar, employees… and have grown nicely. Plus, you’ve written me some nice notes, and won that contest we had. I just wanted to spend a few minutes.”

Pressure relieved. Nothing to recite. No pretense. We just talked about the changes in copywriting, strategy, sales cycles, and a little “creation” Hudson Ink seems to have tripped over that contractors are embracing. “Keep me updated on that” said the master.

Soon enough, 20 minutes had elapsed, and as I walked back down the long hall, I reconsidered his previously turned-down invitation to join his top level Coaching Program.
This allows for several multi-day visits with his own MasterMind group, a font of knowledge at the ready. The price tag (slightly more than a new Honda Accord) and time investment gives me pause. I have profit sharing to consider, and prudency, and stewardship.

And you.

If I join this thing, I’m assured to bring back a different level of marketing, one that forges new, fertile ground. There’ll be implementation of technique, a faster way to better results, and a nearly “unfair advantage” that we can both create for you and coach you to use in your business.

The Big Question:

So with the promises above, do I join this ultimate Marketing MasterMind Group, limited to 20 participants world-wide? Vote please:

“YES, Adams. Join this thing. You won’t have this opportunity forever. Do something with your life. And once you get so much smarter, I promise to buy all kinds of stuff (*wink wink*) to help offset your concern.”

“NO, Adams, don’t join this thing. What are you supposed to learn that’ll help me? Plus, who really wants to go to Cleveland 3 times in a year? Are you goofy? (Nevermind.) We can barely do what you advise now, so just cool your jets and save the dough.

Votes will be shared next issue!

SOME OF MY OVER NOTES FROM THE INFO MARKETING SUMMIT

Trends, Bends, and… Depends?

• Sales Cycles now require more “acclimation” period. The one-call, one-hour sales call for contractors now have multiple steps, phases, over 80% of your calls check you out online first.
• Consumers self-educate faster which has eradicated former “importance” of years in business, old reputation.
• Most Important Sale Trends Now a) Clean updated, optimized website, b) Fully optimized Local Listing (which we’ve been telling you for over a year), c) Willingness to “advise” instead of “promote”, d) Reviews.

Side Note to Above: Social Media marketing has taken a “back seat” in this crowd for businesses except for entertainment and opportunity marketing. Doing social “right” is the coming wave. Stay tuned.

• Customer Retention Marketing has grown up to include automated email “nurturing” pre and post sale. Having an “inventory” of push-button emails, texts, social posts was lauded as THE #1 marketing trends for automating better business results.
• Your Target Audience has grown up since the “graying of America” (those 55 years plus) has 40% of the population but a staggering 80% of the wealth. They’re also more educated, read more, are more loyal, and refer more often than the young half-broke price shopping malcontents. Target these people with marketing that is sensitive to them. (34% still use Yellow Pages by the way.) You can depend on the Depends crowd! :-)
• Automation and “Pre Done” Content is seen as the fastest way to results. (Last year, they “taught” us HOW to do video. This year, they were vending videographers with script outlines and ready-made images.) The tone of these videos – which are watched 4-6 times more often than your sales letter is read – are advisory before promotional. This is another trend our coaching members have been hearing about from Hudson Ink for over a year.
• The Sales Letter Still Rocks since it is way faster and less costly to create. Plus, if you do add video, it is the “architecture” for the script. I was glad to see that copywriters still rule the roost of “must have skills” for marketing success.

Maybe I can keep my job after all.

Adams Hudson