Joe Girard still holds the record for the “World’s Greatest Salesman,” even though more than three decades have passed since his achievement.

Why does he still hold this record?

It’s simple. Girard was the #1 car and truck salesman in the U.S. for 12 years straight. Between 1963 and 1978, he sold a total of 13,001 vehicles. All of them were sold one-to-one, which means every sale was a direct retail sale. Not one of his sales were fleet sales.

Even more amazing, his single-year record (1973) for number of cars and trucks sold is 1,425. That is an average of 4.57 cars and trucks sold per day, not counting Sundays (1,425 / 312 days).

How Did He Do It?

Girard’s selling approach was fairly simple. In the book Ten Greatest Salespersons by Robert L. Shook, Girard says: “‘I have no big secrets which nobody else has.’ Joe smiles. ‘I simply sell the world’s best product, that’s all. I sell Joe Girard!‘”

Girard knew that customers buy from people they know, like, and trust. So he focused most of his energy on establishing rapport with his customers and becoming likeable. It’s probably safe to say that nobody before or since has executed sincere salesmanship as well as Joe Girard did.

Of course, Girard used a variety of techniques to support his selling strategy, one of which was to send out greeting cards to his customers every single month.

Joe Says “I Like You” 13,000 Times Each Month!

Joe’s customers won’t forget him once they buy a car from him; he won’t let them! Every month throughout the year, they get a letter from him. It arrives in a plain envelope, always a different size or color. “It doesn’t look like that junk mail which is thrown out before it’s even opened,” Joe confides. “And they open it up, and the front of it reads, ‘I LIKE YOU.’ Inside it says, ‘Happy New Year, from Joe Girard’” He sends a card in February wishing customers a “Happy George Washington’s Day.” In March, it’s “Happy St. Patrick’s Day.”

[...]

“D’ya know that I send out over 13,000 cards every month? And everyone of them says, ‘I like you… Have a Happy Fourth of July,’ or ‘I like you… Happy Thanksgiving.’ There’s nothin’ else on the card. Nothin’ but my name. I’m just telling ‘em that I like ‘em.”

Sending out cards like Girard did is a simple way to stay in touch and earn repeat business from customers and clients.

Now, I can’t imagine the logistics of sending out 13,000 cards a month back in the 1970s. Thankfully, doing the same thing today is MUCH easier…

Send Out Hundreds of Cards in Minutes!

With Send Out Cards, once a contact is in your database, you don’t have to think about it anymore. Just assign all your customers or clients to a group called “Customers” or “Clients.”

Then, whenever you want to send a card, simply create a card (takes 5 minutes or less) and send it to the whole group.

You never have to drive to the grocery store for an overpriced greeting card or hand-address an envelope again.

Send Out Cards is super simple.

Super fast.

And super affordable. (Each card is about $1 each, and that includes postage!)

Create Autoresponders with Physical Greeting Cards

Another cool thing about Send Out Cards is that you can create “autoresponders.” Except these autoresponders are not emails, but rather real, physical cards.

So, if you wanted, you could have a 12-month new-customer autoresponder that sends out a predetermined card and message each month for 12 months.

You could set up autoresponders of any length for any type of event in your business: reminders for the next oil change… 30/60/90-day follow-ups from purchase… reminders to attend a webinar or live event… and so forth.

I’ll Pay for You to Send a Card

There’s no better way to get a feel for whether you will like something or not than a real-life demonstration. So if you’re game, I’ll pay for you to send a card to somebody in your life. Could be your spouse, a child, a customer — whomever you want.

Here’s what to do:

Click here to go to the Send Out Cards site. First, watch the 3-minute video. Then try it out by sending a card using my account. Remember, I’m paying for it.

Here’s what you’ll see when you click the link. Click the “Send a Free Card” button after you watch the video.

My Best,

-Ryan M. Healy

P.S. Every year I try dozens of new WordPress plugins, software programs, services, and business tools. Only a fraction of them live up to my expectations. Send Out Cards is one of the few that’s made the cut, which is why I’ve been using it regularly since 2008.Similar Posts:

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In the book My Voice Will Go with You, the author Sidney Rosen recounts the teaching tales of Milton Erickson.

I found this one particularly interesting because of the sales lesson it teaches. It’s called “Scratching Hogs” (Milton Erickson is the one speaking).

One summer I sold books to pay my way through college. I walked into a farmyard about five o’clock, interviewed the farmer about buying books, and he said, “Young fellow, I don’t read anything. I don’t need to read anything. I’m just interested in my hogs.”

“While you’re busy feeding the hogs, do you mind if I stand and talk to you?” I asked.

He said, “No, talk away, young fellow, it won’t do you a bit of good. I’m not going to pay attention to you; I am busy feeding the hogs.”

And so I talked about my books. Being a farm boy, I thoughtlessly picked up a pair of shingles lying on the ground and started scratching the hogs’ backs as I was talking. The farmer looked over, stopped, and said, “Anybody knows how to scratch a hog’s back, the way hogs like it, is somebody I want to know. How about having supper with me tonight and you can sleep overnight with no charge and I will buy your books. You like hogs. You know how to scratch ‘em the way they liked to be scratched.” (p. 59)

Sometimes selling isn’t so much about selling as it is relating to the other person. People like to do business with people they know, like, and trust. They also like to do business with people they respect.

Knowing, liking, trusting, respecting — these are all byproducts of building rapport.

In the story above, Milton Erickson built rapport with the farmer because Erickson knew how to scratch a hog’s back. The farmer was more interested in hogs than anything else, and so Erickson’s simple act of scratching the hogs’ backs the right way built instant rapport.

When you build rapport with a prospect — genuine rapport — he or she will naturally be more inclined to buy from you.

-Ryan M. HealySimilar Posts:

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This past winter I bought Jason Leister’s ebook called 31 Tips for Working with Clients (now called Moneymaking Secrets of a Renegade Freelancer).

I enjoyed it so much, I read it in two sittings. Then, a month later, I read it again.

Here’s the thing about freelancing…

My experience is unique to me. The lessons I discover are limited to my unique observations in my unique circumstances.

You could put 10 freelance copywriters in a room and discover that they’ve ALL had different experiences… different lessons learned… different conclusions reached.

And that’s why I believe it’s so important to learn from other successful freelancers when given the chance.

And it’s why I buy the experiences of other freelancers — because it expands my understanding of how to get the most out of my business — and how to avoid the pitfalls that are so easy to fall into.

5 Freelancing Mistakes That Could
Cost You 6 Figures in Lost Fees

Jason is now building on his first work by sharing 5 freelancing mistakes that have cost him at least 6 figures in lost fees. He’ll be sharing his mistakes on a paid webinar that happens this Thursday, June 30, at 10 p.m. Eastern time.

Jason’s claim may sound a bit crazy, but having been a freelance copywriter for 6 years now, I don’t doubt it for a second. I’ve probably lost at least $20K (probably more) just from deadbeat clients who didn’t pay for work performed.

I’ve probably lost a lot more in undercharging or simply agreeing to bad terms.

Having read Jason’s work, I feel very comfortable recommending his webinar. If you’re a freelancer, you should pay to attend. The cost is just $29, and that includes the recording.

Here’s the link to sign up:

• http://clickora.com/5mistakes

-Ryan M. Healy

P.S. Consider this for a moment… your $29 investment in Jason’s webinar could save you from making a thousand-dollar mistake. It could save you from making a ten-thousand-dollar mistake. And it could help you negotiate better terms — putting thousands of additional dollars in your pocket.

Whatever the outcome, I’m confident it will be worth it for you.

Sign up here now.Similar Posts:

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Just a quick heads-up…

I’ll be attending Ken McArthur’s JV Alert Live as a panelist on September 24, 25, and 26, 2010.

The seminar is being held in Denver, a couple miles east of downtown.

I’ve never attended one of Ken McArthur’s events before, but from what I hear there is intense networking every day. Personally, I’m excited about this because networking at seminars is how I found my first copywriting clients.

It’s also how I met a business partner that led to a five-figure payday for both me and him. And that’s just one of the projects we’ve done together.

So I can personally say that seminars — especially those that have a strong focus on networking — have been a great investment for me.

But attending seminars is not just about the networking; it’s also about the education. At JV Alert Live, you’ll get to learn from marketing experts like Ken McArthur (obviously), Joel Comm, Ray Edwards, Glenn Dietzel, Frank Sousa, Simon Leung, and others.

If you have any interest in attending JV Alert Live (and meeting me in Denver), you can get additional details here.

-Ryan M. Healy

P.S. If you decide to come, please let me know by sending me an email. That way we can connect at the event and I can buy you a drink. Hope to see you soon!Similar Posts:

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Working as a freelancer can be a dream when you have a good client. But it can be an absolute nightmare when you have a bad client.

Here are 4 red flags to help you spot bad clients before you agree to a project:

Red Flag #1:
Client promises future work to lower your fee.

I remember the first time a potential client used this tactic on me. He told me there would be a boatload of work to come after the first project. “We’ll be able to keep you busy for months,” he said.

That’s pretty appealing to a freelancer just starting out.

But don’t fall for it. The promise of future work is just a red herring to get you to reduce your fee. And chances are, all that future work will never materialize.

If there’s one thing I’ve learned, it’s that clients are notoriously fickle. They always have big dreams and plans — but often get distracted and move on to “the next big thing,” which probably doesn’t include you.

Furthermore, if that work does indeed materialize, you won’t be able to raise your fees. Your client will demand that you do the work for the reduced fee you agreed to at the beginning. And do you really want to work on the cheap for a stingy client?

Bottom line: Never bank on future work a new client promises. And never lower your fee based on the mere possibility of a future project. Focus on today’s project and get paid what today’s project is worth.

Red Flag #2:
Client says, “It should be really easy for you.”

If a client comes to you with a potential project, and then says, “It should be really easy for you,” be cautious.

This statement reveals that the client doesn’t value your hard-won talent. It also reveals he is trying to get you to quote a fee based on the time it will take you to complete the task instead of the value you’ll create.

Unfortunately, anytime you’re working on an hourly basis, there’s a penalty for experience and efficiency. The more experience you have, and the more efficient you are, the faster you’ll get things done.

Therefore, if you’re charging only based on the time it takes you to complete a task, you’ll get paid less and less per project, and you’ll have to increase your project volume just to maintain your income.

I personally recommend that you charge by the project. Charge for your services based on the value you bring to the table. And don’t let a potential client make you feel bad (or lower your fee) for your experience and efficiency.

Red Flag #3:
Client pushes for a complicated payment schedule.

If I take on a new client, I get full payment up front. With clients I trust, I’ll let them send payment during the project or 50% up front, 50% on completion.

But a 50/50 split is as far as I will ever go.

I once had a client who wanted to split up a project into three payments. I don’t remember the exact percentages now, but it was something like: 35% to get started, 35% upon submission of first draft, 30% upon completion of edits and client satisfaction.

Guess what? This client withheld the final payment, claiming he wasn’t “satisfied”… yet continued to use my copy to sell new clients into an expensive mentoring program for 2+ years.

Another client told me she couldn’t afford my fee and asked if I would accept a down payment plus three monthly payments after that. I agreed.

I got the down payment, but — no surprise — she never made a single payment after that. And this was after she had assured me her credit was good, that she would never think of not paying me, etc.

Anytime a client wants an unusual payment plan, walk away, ‘cuz you ain’t gettin’ paid. At least that’s been my experience. Get your entire fee up front, or get a 50/50 split. Any fee schedule that’s more fragmented than that and you’re asking for trouble.

Red Flag #4:
Multiple people involved in approving your work.

The best working relationships I have, I’m working with just one person. Anytime I write something, one person has the final say. This is the way it should be.

On the flip side, if more than one person is reviewing your work, and each person has an equal say, then you’re in big trouble. Because you can’t please everybody. It’s impossible.

I recently had an experience where I thought I was dealing with one person, then found out too late that I was actually dealing with 4-5 people.

In fact, there was at least one person I had never met or spoken with reviewing my work — and his feedback was given considerable weight. Did this person know anything about direct response advertising? Of course not.

I once remember John Carlton talking about how he stopped writing for the big mail houses because getting copy approved by the board was such a nightmare. Five years later, I know firsthand what he was talking about.

Try to determine in advance who is going to approve your work. Make sure you know who that person is. And make sure nobody else has an equal say. Too many chefs in the kitchen spoils the soup, if you get my drift.

If you find out that your work will be reviewed by three or four business partners, watch out. You may be destined to fail before you even begin.

It’s a Learning Process

Building a successful freelance business is a continuous learning process.

There’s no way you can avoid bad clients altogether, but hopefully the “red flags” I’ve shared here will help you avoid the worst of them.

And, of course, if you have any red flags you look out for, please share them below.

-Ryan M. Healy

P.S. Want to get your first client… or just get more clients? Check out my special report on How to Get Your First Real Copywriting Client in 14 Days or Less.
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If someone called you today and offered to pay you to speak at their next meeting, would you be available to speak?

Here’s why I ask…

Public speaking is one of the fastest ways to grow your business and attract new clients into your business.

And right now there are hundreds of public speaking opportunities — both local and national — if you know where to look.

But here’s the rub…

If you’re not ready when the opportunity presents itself, you may miss out on potentially lucrative speaking gigs.

Attract Clients Through Public Speaking

Do you know copywriter Michel Fortin? When he was just getting started as a freelancer, he would host small workshops to attract clients.

This strategy worked very well for him. So well, in fact, that he eventually had to stop giving free talks!

If you’re a freelance copywriter… an SEO consultant… a business growth expert… or whatever the case may be — one of the fastest ways you can attract new customers and clients is via public speaking.

My First Public Speaking Gig

Even though I took speech classes in high school, I’m a bit timid when it comes to public speaking. For years, I’ve thought about doing it — but just haven’t taken action.

Thankfully, my friend and business coach Gogo Erekosima lined up a speaking gig for me in early March 2010. I’m happy to report that it went really well. And I enjoyed it more than I expected.

And yes — even though there were only about 15 people in attendance, I did get new business from it.

This new business happened in spite of myself; I didn’t even have a close or sales pitch!

Want Public Speaking Gigs? JP Maroney Is Your Man.

JP Maroney is a business growth strategist and a public speaking expert. You might even say that public speaking is one of his “secret weapons.”

A few years ago, I went through JP’s Speaker Formula program as part of a trade. I wrote copy for him; he gave me access to his speaker training program.

So I can vouch for the quality of the training material JP has.

Anyway, JP is currently giving away over $1,250 in free speaker training. When you opt-in, you’ll discover…

• How to get booked and start collecting speaking fees fast — even if you’re completely unknown in the speaking and meetings industry.

• How to build your celebrity status as the obvious expert in your industry so you can command top dollar for your services.

• How to write a speech people will pay to hear.

• 5 ways to create a profitable product income through speaking.

• How to break into the #1 speaking market in America.

• How to speak locally on a part-time basis and still earn a healthy five-figure income.

• The essential tools you must have for marketing yourself as a speaker.

• How to set your speaking fees, plus when to raise them.

• How to use public speaking to build your existing business — even if you have no desire to become a full-time professional speaker.

If you’re even slightly interested in public speaking, you’ll want to get this information. Opt-in to watch the video now:

http://www.public-speaking-secrets.com

Ryan Healy

P.S. There’s no charge for the stuff JP is giving away. If you like what you see and ultimately buy something from JP, he’ll reward me for making the referral. If you’re not okay with that — just enjoy the stuff he’s giving you. :-)

Here’s the link one more time:

http://www.public-speaking-secrets.comSimilar Posts:

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I don’t know what exactly happened, but my mailbox is filling up with catalogs faster than I can get rid of them.

It’s really unbelievable.

I actually threw away a number of them before I realized how many I was getting… and decided it would make a good photo opp for my blog. Check out my current collection of holiday catalogs (about 2 weeks’ worth)…

A Sampling of Holiday Catalogs I've Received in Fall 2009

Given how many catalogs I’ve received, I’ve got to believe it’s a good time to be a catalog copywriter… or even a catalog merchant.

I got my start as a direct response copywriter writing copy for a hybrid catalog/Internet company. The annual catalog prompted many of the sales; incentives drove customers to place their orders on the web site.

Personally, I really enjoy catalog copywriting. Every block of copy is an exercise in brevity.

A year ago, I would have passed you on to Jay White so you could join his Catalog Copywriting Secrets membership site, but it hasn’t been available since February 2009. And there’s no indication when it will be available again (if ever).

In the mean time, just take a look at some of the company names on these catalogs and keep the catalogs you get in the mail. This will give you a good place to start.

You never know… it might be worthwhile to ring up some of these catalogers and see if they have any overflow work for freelancers.

-Ryan M. HealySimilar Posts:

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Getting booked solid with clients is actually not that hard. All it takes is a simple, proven process.

The problem is, the simple stuff don’t get no respect.

Furthermore, most business folks get distracted. They forget the fundamentals, choosing instead to chase fancy techniques that burn out after a few months.

Heck, I’ve done this myself. The fundamentals ain’t sexy, and all the fancy new techniques are quick to catch my eye. But I’ve found that over time the fundamentals are what’s consistently profitable.

With that in mind, let me share with you a simple 2-step process for filling your calendar with clients. Here it is:

AdWords + Referrals = More Clients than You Can Handle

I’ve been advertising on AdWords for more than 7 years now, first for a homeschooling company, then for my own copywriting business.

AdWords consistently produces new subscribers, customers, and clients at a profit.

Here is the process for getting new clients from Adwords:

1. Set up an AdWords campaign.
2. Send people who click your ad to your lead capture page.
3. Convert clickers into leads by directing them to complete a form for a free consultation.
4. Convert leads into clients on the phone during the free consultation.

That’s really all there is to it.

The second step is to generate referrals from your newfound clients.

How do you do this? Under-promise, over-deliver, “wow” your clients, and then (and only then) ask for referrals.

Again, a very simple process, yet one that most people either forget or ignore. How hard is it to ask a happy client, “Do you know of anybody else who might benefit from the kind of services I provide?”

Anybody can do this.

Of course, if you are just starting out, all your clients will come from advertising or marketing yourself in some way.

That’s how it was for me. In the beginning, every client I worked with had never heard of me before. I was an unknown variable.

But that’s no longer true. Now, the single greatest source of new clients I have is through referrals. In fact, at different times I’ve paused my AdWords campaigns because I had no time to follow-up with new leads.

And that’s the beauty of referrals. It’s a form of leverage that multiplies the effect of advertising on Adwords. Even if you only broke even on new clients from AdWords, you’d be awash in profits from referrals from those same people.

Is this 2-step process simple? Yes. Powerful? Yes. Profitable? Absolutely.

Now, if you’ve never advertised on AdWords before, then I highly recommend you get “edumucated” before you risk your hard-earned dollars in the Google machine. Everybody knows of somebody who lost thousands overnight because he or she didn’t know how to properly set up a campaign.

That’s why I strongly recommend Perry Marshall’s newly updated for 2011 Definitive Guide to AdWords.

I first learned AdWords from Perry at a System Seminar in San Francisco. Later on, I bought the Definitive Guide to AdWords, printed it, and read through the entire thing, taking notes along the way.

There really is no better, faster, or more affordable way to learn AdWords than to get your hands on Perry’s Guide. The basic version is only $49, which is a steal.

The new 2011 Edition has:

• Over a dozen brand new chapters covering things like the Content Network, Analytics, Quality Score, and the new interface.

• Over 43 totally new screen shots.

• Over 15 hours of brand new audio files (supplementary content included with purchase).

• Video presentations on targeted AdWords sections (supplementary content included with purchase).

• PDF documents and reports never released to the general public before — in other words, stuff from Perry’s private AdWords Vault.

• Niche-specific modules that elaborate on how you can use AdWords to profit in your industry.

• A brand-new “Beginner’s Guide to eCommerce” that takes Definitive Guide owners from zero to picking a niche, building a web site, and launching an AdWords campaign profitably.

Plus, there are 6 NEW bonus modules:

• “Affiliate Marketing” module with Amit Mehta
• “Content Network” module with Shelley Ellis
• “Just Getting Started Online” module with Kevin Thompson
• “Information Marketing” module with Ken McCarthy
• “Marketing in the U.K.” module with Chris Cardell
• “Copywriting” module with Michel Fortin

If you’d like to pack your schedule with paying clients, then mastering AdWords is the #1 fundamental strategy you need to focus on — no matter if you’re just starting out or perfecting the process you already have in place.

And if you purchase through my affiliate link below and forward me your email receipt, I’ll send you a free copy of my 9-page report on “How to Write Google Ads that Get Clicked.” This is an additional $20 value, yours free when you order through my affiliate link below.

Click here to get your copy of the 2011 Edition of The Definitive Guide to AdWords

-Ryan M. Healy

P.S. Depending on your personality, you may find AdWords somewhat addictive. It becomes a game of “beat the control.” And since clicks happen so fast on AdWords, you can often see which ads are pulling best in days instead of weeks.

One of the things I love about The Definitive Guide to AdWords is that it includes a ton of winning ads that help you understand what gets clicked… and what doesn’t. You can then model these ads for your own campaigns.

Get your copy here.Similar Posts:

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One of the things I’ve learned as a copywriter and marketing consultant is that whenever somebody tries to sell you “big numbers,” you need to crank up your B.S. detector to “red alert.”

We’ve all heard it at one time or another.

“Hey, Frank. Listen, man. I’ve got a really good opportunity. Now, keep this quiet, but I think this thing is going to the moon! We could make a quarter million, easy, when this thing takes off. All you need to do is…”

And then Frank’s buddy lowers the boom. Since Frank doesn’t have his B.S. detector set to “hyper sensitive,” he’s going to get creamed. Worse, since he bought into the B.S. — and effectively lied to himself – he never sees it coming.

In hindsight, after his wallet’s a few thousand bucks lighter, Frank will swear up and down it wasn’t his fault, that his buddy really is a good guy, and that he “just didn’t know” it was going to turn out so bad.

And that’s the way it often goes with grandiose promises of making millions (or even thousands) overnight.

About 5 months ago, a client wanted to find some “super affiliates” who would guarantee they could deliver 1,000 new customers within a certain period of time.

When I heard this, my B.S. detector was going absolutely crazy. To my knowledge, the number of super affiliates who can deliver 1,000 new customers in a pinch can probably be counted on one hand. Yet my protests fell on deaf ears.

Now, the client naively asking for guarantees of this magnitude was bad enough. But that wasn’t the worst of it.

The worst part was the affiliates who promised they could actually deliver 1,000 customers!

The client and the affiliates were now accomplices. And they were fooling themselves.

Because in spite of the “guarantees,” not a single affiliate came close to delivering even 100 customers.

Keep in mind, this is just one example of many I could share. I’ve seen guys downright convinced they’ll create $50,000 a month in a few months’ time — only to find themselves broke and facing foreclosure.

More recently, a guy offered to promote one of my client’s products, promised to do all the work, and claimed he could sell 100 units, easy. He was wrong on both counts. Total units sold: Six.

On and on it goes.

There’s nothing wrong with being an optimist. But I prefer to be a realistic optimist — somebody who bases his optimism in reality and not on fairy tale dreams that don’t have a prayer of coming true.

So here’s how to protect yourself from big numbers and oversized promises: Discount them. And don’t be shy about discounting.

Never forget that you’re a direct response marketer. You have the unique advantage of being able to “predict” the outcome of just about any promotion.

If somebody tells you you’ll make $20,000 in back-end profits, automatically discount that number. Then, if you can get access to some real figures, run the numbers yourself, based on what you know, and see if the big promise holds up to scrutiny.

If it doesn’t, you just saved yourself a lot of wasted time, effort, and financial resources you’ll never be able to recoup. And if the numbers actually do hold up, congratulations. You just found yourself a rare opportunity, indeed.

-Ryan M. HealySimilar Posts:

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Quick post today.

If you’re a writer, direct response or otherwise, and you’d like more copywriting clients, then pay attention.

You can advertise your writing services for free on the Magnetic Web Content forum.

Sounds like a lot of the current members are hard up for good writers. So if you’re any good, you’ve probably got a good shot at picking up a client or two.

Here’s the link to sign up (not an affiliate link):

Advertise Your Writing Services Here

Now go get some clients!

-Ryan M. Healy

P.S. Hat tip to Lyndoman for putting this out on Twitter.

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