Part I – Traditional Offline Marketing
Don’t underestimate the power of these methods—they may seem simple, but when executed correctly and used alongside other strategies in this report, they can be highly effective.
Classified Ads
This is a tactic everyone should explore in some capacity.
It’s a powerful tool for lead generation, but it’s essential to include a compelling, benefit-driven headline and a clear call to action.
Classified ads pair well with offers like free reports. For example, my local newspaper, the Hartford Courant, has an ongoing deal offering 3 lines for 3 days at no cost!
Even adding additional lines is only a minimal expense.
With such affordable options, there’s no reason anyone with a website shouldn’t be experimenting with classifieds to drive traffic.
Direct Mail
In terms of results-driven advertising, nothing outperforms direct response marketing.
Targeted direct mail campaigns can yield an impressive return on investment (ROI) when tested properly.
There is a vast amount of expertise on direct marketing from authorities like Michel Fortin, David Garfinkel, Gary Halbert, Dan Kennedy, and many others.
Postcards
While technically a form of direct mail, postcards deserve their own mention.
They are cheaper to produce and send compared to full direct mail packages or sales letters, making them an excellent tool for generating leads.
Like classified ads, offering a free report or gift often enhances their effectiveness.
Postcards are also a useful way to stay in touch with customers and prospects, and they work well in a sequence of mailings.
A convenient option for personalized postcards is available through the US Postal Service at http://www.usps.com, where they partner with a company that prints and mails your postcards for just the postage cost (printing is FREE!).
Pro tip: add yourself to the mailing list so you can see how your own postcard looks in the mail.
Yellow Pages
An often overlooked or misused resource, yellow page ads are highly valuable because when potential customers see your ad, they are already searching for your product or service.
To maximize the impact of your yellow page ad, make sure it is benefits-driven, and clearly highlight your Unique Selling Proposition (USP).
Since your ad will be shown alongside your competitors, it’s crucial that it stands out from the clutter.
A direct response style ad works best here, and as usual, offering free gifts or premiums can help boost response rates.
Gary Halbert has covered yellow pages extensively in his newsletter, and you can find his insights by searching Google with: site:thegaryhalbertletter.com +"yellow page".
Additionally, JP Maroney recommends Alan Saltz’s course on this subject, which can be found at http://www.yellowpagesprofit.com.
Space Ads
When placing a space ad, the layout should mimic the editorial content for better results. Match the newspaper’s font styles and column layout.
For example, if the articles use two columns on the page where your ad will appear, your ad should also use two columns.
The “advertorial” approach tends to perform better than traditional ads that blatantly scream “ad.”
A great way to save on space ads is through remnant or standby advertising.
To learn more, try this Google search: site:thegaryhalbertletter.com +"Nancy Jones".
You’ll discover creative ways to experiment with ads, like a local company I observed that ran its space ad upside-down in every issue of the Rare Reminder newspaper in Hartford.
It caught my attention week after week, suggesting they found it effective. Though it’s a gimmick, it might work if it tests positively for your business.
Radio/TV/Infomercials
You might be surprised by how affordable slots can be, especially if you use remnant advertising.
Take inspiration from successful infomercials—those that air repeatedly must be working—and study how they are constructed to gather ideas.
Flyers
High school students can be hired to distribute flyers by placing them in mailboxes or on windshields.
If you’re promoting a high-end financial course, targeting fancy hotel parking lots would be better than the local Wal-Mart.
The US Postal Service also offers printing services for flyers, similar to postcards. Check out http://www.usps.com for details.
Networking
Your local Chamber of Commerce, trade shows, seminars, or any place where your target market gathers are prime opportunities for networking.
Often, the hotel bar the night before a seminar offers the best chance to make connections.
Focus on capturing leads and contacts rather than closing sales on the spot. Have your elevator pitch ready and plenty of business cards on hand.
Telemarketing
Keep in mind that the “Do Not Call” list applies only to consumers, so if you’re engaged in business-to-business selling, telemarketing remains an effective marketing tool.
Also, the “Do Not Call” restrictions may not apply to your existing customers or prospects with whom you already have a relationship.
A Trade Show Booth
Trade shows offer a fantastic opportunity to capture leads. Free reports or gifts work wonders to attract attention.
A long line at your booth can generate curiosity, drawing more visitors.
Ensure your sales materials and staff focus on benefits, keeping in mind what prospects are asking: “What’s in it for me?”
Blimps, Banners, and Billboards
If an area is zoned for advertising and has a blank space, it’s an opportunity for you to promote your business.
Door Hangers
Those same high school students who distribute flyers can also help with hanging door hangers in your target neighborhoods.
Circulars
High school students can assist with handing out circulars or posting them on community bulletin boards and telephone poles.
You can also distribute them at local events, such as church bake sales or bingo nights, by making a donation.
Circulars can also be inserted into your local newspaper or community paper. For the money, circulars are very cost-effective to print and distribute.
Card Decks
These are stacks of index cards mailed to targeted audiences, with each deck containing 50 to 200 ads or coupons.
Since your card will be among many others, a strong headline and an eye-catching layout are crucial to standing out.
Card decks are inexpensive because the mailing costs are shared among advertisers. Prices can be as low as three cents per prospect for large mailings.
Free reports or books perform well, as people are attracted to the word “FREE.”
Provide multiple response options, such as mailing back the card, calling a recorded message, or visiting your website.
If you notice repeat advertisers in a deck, it’s a sign that the deck is effective for them. Testing with proven copy is always a good idea.
Value-Paks
Similar to card decks, Value-Paks are small booklets containing multiple ads, usually focused on coupons rather than business reply cards.
Ad Magazines
These are publications primarily filled with ads.
Although they’re typically not niche-focused, they can offer a great opportunity for direct response ads to stand out amidst traditional advertisements.
Catalogues
You don’t need to create a huge, glossy catalogue like L.L. Bean to succeed.
A good example to study for ad copy is the J. Peterman catalogue (check it out at http://www.jpeterman.com).
Start small, perhaps with a double-sided flyer, and test its response before expanding.
Be sure to target your audience carefully, as the cost of wasted mailings can add up.
Constantly test and tweak your layout, copy, and prices to discover what works best.
Part II – Creative Offline Marketing
Package Inserts
Whenever you’re shipping a product to a customer, always include a sales letter for another product in the package.
It won’t add to your costs, and when the customer receives the package, they’ll likely be satisfied with the product (assuming it’s high quality) and be more open to making another purchase.
You can also collaborate with other companies that serve your niche market and have them include your insert in their shipments.
Mini-seminars
Hosting mini-seminars is a fantastic way to showcase all your products and services while positioning yourself as an expert.
Renting a hall and giving a two-hour presentation on a topic that interests your target market is cost-effective.
During the event, you have the opportunity to promote your products. Make sure to record the seminar and offer it to prospects who couldn’t attend in person.
Although speakers don’t get paid, they make money by selling their products. If you’re not planning any seminars, you’re missing out on significant potential income.
Teleseminars
Teleseminars are essentially conference calls, and many people have either attended or organized them.
These calls can be purely informational, helping to build credibility and anticipation for an upcoming product launch, or they can blend content with a sales pitch.
You can even structure them as a tele-course and charge a premium for attendance, as Marc Goldman and Jay Abraham did with a six-month-long series on joint ventures and deal-making.
Voice Broadcasts
This is an underutilized strategy. If you have an established relationship with your customers or prospects, the “Do Not Call” list does not apply.
You can use this to send a pre-recorded message to thousands of customers at once, often when they are not at home.
For instance: “Hi, this is John Smith. Sorry I missed you, but I wanted to remind you that our sale ends tomorrow…”
Voice broadcasts are especially effective when used in a sequence, such as: “Hi, this is John Smith from Smith Publishing. I’m sorry I missed you, but you’ll soon receive a valuable letter and a free gift in the mail. Look out for the bright blue envelope…”
Gift Certificates
People typically spend more than the amount of a gift certificate.
If you send customers a free, no-obligation $25 gift certificate for your jewelry store, it’s a smart investment because they’ll likely spend more.
Restaurants understand this well, as people rarely dine alone.
Offering a free birthday dinner ensures the customer will bring friends or family who will spend more on food and drinks.
A clever twist on this strategy is to send three gift certificates to a customer—one for them to use and two to share with friends or relatives.
This not only keeps your customers happy but also helps spread positive word of mouth as they share your business with others.
Coupons
Like gift certificates, coupons are an excellent way to re-engage customers and bring them back to your store or website.
Contests
Contests are a great lead-generation tool, as demonstrated by Subway’s scratch-off contest, which required participants to check online if they had won.
A useful tip is to always offer an unadvertised “second place” prize, ensuring that everyone who participates gets something.
Joe Vitale successfully used this strategy, announcing the “second place” prize through email and voice broadcasts.
Incorporating direct mail into the sequence would enhance this approach.
Additionally, contests can be more engaging if they involve your product, such as Nathan’s hot dog eating contest.
Celebrity Endorsements
Celebrity endorsements are often more affordable than people think, provided you select individuals your target market recognizes.
For example, Tony Rice would be an ideal celebrity for a bluegrass audience, but not for gardening enthusiasts.
CD Salesletter
While people may not read 90 minutes of copy, they will listen to it.
A CD sales letter has a higher perceived value than a traditional one, and people can listen to it in their cars or on their devices.
This format allows you to include testimonials in their own voices, add sound effects, or even music to enhance the sales message.
Thank You Letters
Personalized thank you letters are memorable and encourage referrals.
You can include gift certificates, coupons, special offers, or simply express gratitude for their business.
Avoid using generic mailing labels on the envelope to keep it personal.
Event Marketing
Joint events, such as the release of a Harry Potter book, bring together multiple stores to create a themed experience.
In addition to the bookstore launch, other businesses like restaurants or ice cream vendors can participate.
This creates an all-encompassing event that draws families and drives traffic to various stores.
Start a Talk Show
Starting a local talk show is a unique way to deliver regular content to your target market.
Many local access stations offer free airtime, and while it may not compete with prime-time shows, it can build awareness.
If starting your own show isn’t feasible, try appearing as a guest on one. You can then use the recording as a lead generation tool.
Word of Mouth/Viral Marketing
Create something your customers will want to share with others.
This could be through “tell-a-friend” scripts, gift certificates, or another method that makes them say, “Wait until my friend sees this!”
Knowing your customer’s lifetime value and the conversion rate of your lead generation efforts can help you determine how much to invest in viral marketing.
Volunteer
Volunteering not only feels good but can also be a valuable networking opportunity, especially if you volunteer in places where you can interact with potential prospects.
Unusual Places for Ads
There are often unused spaces zoned for advertising, such as the side of a van or even a dumpster, providing unique opportunities to place your message where it will stand out.
Be an In-house Speaker
In addition to earning fees as a speaker, presenting in-house seminars allows you to position yourself as an expert and pitch your products and services directly to a captive audience.
In-house Presentations
Chet Holmes discusses the effectiveness of in-house presentations for closing sales.
For a deeper dive, refer to his article at http://www.chetholmes.com/articles/increasing_your_sales_ratio.htm.
Dimensional Mail
Also known as “lumpy mail,” this is a tactic that nearly guarantees your letter gets opened.
The novelty of a lumpy package piques curiosity, but the sales letter inside must still do its job.
Adding a dimensional object to an already successful sales letter typically boosts response rates.
Get Your Online List’s Home Address and Phone Number
Gary Halbert used this strategy effectively by asking his email list for their home address in exchange for something that would help them with their marketing.
He then sent them a “lumpy mail” package.
Obtaining both addresses and phone numbers allows you to supplement email marketing with direct mail and voice broadcasts, which many top marketers use successfully.
Going Out of Business
If a business with a similar target market is shutting down, consider buying their customer list.
Many brick-and-mortar stores liquidate their inventory but overlook the value of their customer lists, which can present a huge opportunity for you.
Alternate Franchise
Franchises typically require a large investment, but if you have a successful non-franchise business with a proven system, you could sell this system to others at a lower cost than a traditional franchise.
For example, I teach entrepreneurs my marketing system, which often doubles or triples their profit margins.
Office or Waiting Room Redesign
If you have a business with a reception or waiting area, replace magazines with testimonials, success stories, and photo albums that help advance the sale.
Pre-paid Services
Pre-paid “memberships” have been sold successfully by many businesses, such as cosmetic surgeons, chiropractors, dental services, martial arts schools, photographers, restaurants, you name it.
The idea is to offer a bundle of services or products that would cost far more if purchased separately over time than if purchased pre-paid up front.
Reference USA
I mentioned this above in the “Direct Mail” topic, but it’s worth its own topic. Why? Because if you have a library card, chances are you can access it for free.
I don’t pay the annual thousands of dollars required to access the site and compile lists of all sorts, because my local Newington library subscribes to it.
My free library card gets me in for free. http://www.referenceusa.com
Creative Business Cards
Besides using both sides of your business cards and putting a compelling benefits-oriented message on it, there are many other creative ways to put your business card to work for you.
Of course, odd-shaped and “rolodex-styled” cards stick out from the crowd as well.
One real estate agent in California hands an extra three bucks and a business card to the toll collector as he crosses the bridge into San Francisco.
He tells the toll collector that he wants to pay for the driver behind him, and asks him to give the driver his business card.
Nine out of ten times, the driver calls, at least to say thank you. He’s sold several expensive homes that way as a result.
A good lead generation device is to offer a free report or other gift on the back of the card. Then just distribute them where your prospects live.
At my local Munson’s Chocolates outlet, Sales Manager Jim Florence has his business card fully imprinted with the company logo, name, phone number, and email address made out of…you guessed it…CHOCOLATE! (best business card I’ve ever eaten).
A relatively new technology now allows Munson’s to “print” in edible ink everything from text, images, logos, and photographs.
With their business cards, customers get to taste their USP. How many other businesses offer that experience?
Ask Your Customers
It may sound super simple, but if you just ask your customers what they want and then give it to them, you’ll be ahead of your competitors.
For example, there’s a local dentist who advertises on the radio that he offers a little pill that will put patients to sleep.
While they snooze, he fixes years of neglect and damage in one visit. Without asking his customers, he may not have come up with this tremendous USP.
Do Research to Find Out What They Want – Again, this seems like a simplistic idea, but you’d be surprised how often it’s overlooked.
For instance, that same dentist I just mentioned above also advertises that nobody in his office will ever lecture you about avoiding visits to a dentist or failing to care properly for your teeth.
They’ll cheerfully do the work that you need and that you want, without guilt or hassle.
That’s a powerful benefit that most patients would probably not volunteer to tell their dentists, if asked.
But by researching what dental patients complain about, and why they avoid going to the dentist as often as they should, he’s addressed another powerful benefit of going to see him.
Positioning
Jay Conrad Levinson and Seth Godin talk about this in The Guerrilla Marketing Handbook.
When Tom’s of Maine introduced their “all natural” toothpaste, they didn’t want to directly compete with all the other toothpastes out there.
So they positioned themselves as a healthy all natural alternative. They sold it in health stores instead of supermarkets. Close-Up toothpaste used a similar tactic.
Whereas most other toothpastes emphasized “no cavities” and were more family-oriented, Close-Up targeted single people and emphasized “whiteness.”
An excellent book on positioning is Positioning: The Battle for Your Mind, by Trout & Reis.
Video Brochure
The same advantages a CD salesletter (above) has over a print salesletter are even greater with a video brochure.
You can film your own infomercial and even if it never airs, you can distribute it on a DVD or videotape.
Unlike infomercials, which have some strict guidelines, video brochures can contain practically any format.
You can use the “news broadcast” format, which is restricted in infomercials.
The best video brochures are those that look like television programs, since that’s what people expect to see when they are watching it.
Testimonials can now contain video of the person speaking. Before and after shots are great in this format as well.
Data-Based Marketing
Data-based marketing can be as simple as sending a greeting card or other “touch” communications with your customers and prospects.
A florist specializing in nationwide delivery of fresh orchids uses data-based marketing quite effectively.
If you order a bouquet for a friend’s birthday or anniversary, they note the date and occasion in their computer.
Eleven months later, you’ll receive a call from them, reminding you of the occasion and asking you if you’d like to send another bouquet.
Restaurants do this all the time with the birthday gift certificates.
Other companies take it a step further and know when their customers will need a reorder of their product.
They’ll send a coupon or other discount to make another sale (for example, an oil change).
Nowadays with all of the “rewards” and “shopper’s club cards,” supermarkets and chain stores not only capture everything you purchase and when, they can send you coupons and discounts for those products you regularly purchase.
Amazon sends you emails about books similar to ones you have purchased when they re released and during other promotions.
You may want to consider starting your own “rewards” type program or something similar.
Secret Sales
You can send your customers a postcard that has a secret discount from 10% to whatever on everything they buy in one visit.
The catch is they have to come into your store to find out the amount of the discount.
The chance that they may have a 75% off coupon, for example, is often irresistible to the customer.
Add Extra Amenities
For physical locations, such as a car dealership, consider testing an in-house diner, barber, coffee shop, putting green, wireless internet, video arcade, playrooms for children, book stores, manicurists, climbing walls, mini-museum, ice-cream shop, etc.
These can work well especially for those businesses where their customers have to wait.
It may sound extravagant, but many businesses, especially those that cater to the affluent, have done this with resounding success.
Why do you think McDonalds added playgrounds to most of their restaurants? Why do upscale bookstores have coffee cafés? The list goes on.
Newsletters
Newsletters are a great way to keep in touch with your customers, offer them special discounts and coupons, inform them of upcoming events (a wine store can tell their customers about an upcoming wine tasting event, for example), give them recipes, articles, advice, tips on making the most of your products/services, and much more.
It’s a great place to slip in case studies, success stories, testimonials, and pitches for other products and services.
Here are some tips for running a successful newsletter:
Don’t make it a straight sales pitch. You want it to be something your customers look forward to receiving.
Too much advertising can turn them off and equate it with junk mail. Include quality content on a variety of subjects, not all related to your business. Don’t be boring.
Keep it regular and consistent. Don’t send it three times in one month and then wait 2 months before sending it out again.
Quarterly is fine, but monthly is much better.
If you have trouble coming up with regular content or don’t have the time to commit to a newsletter, there are services that will do it for you.
Dan Kennedy has such a service . You can also subscribe to a content service such as Pages (http://www.pagesmag.com), where they give you royalty-free articles, artwork, and much more every month.
Proofread your newsletter. A spellchecker won’t flag “four” when it should have been “fore.” Tools like Microsoft Word also have grammar checkers.
Check for factual accuracy and make sure dates, times, and places are all correct. Double-check coupon amounts and other numerical figures.
Once you develop a layout that works, try to keep it consistent from issue to issue.
Make it easy on the eyes to read. Avoid white type on black or colored backgrounds. Don’t use dark blue type on a light-blue background.
Use serif fonts for the body text. Don’t make it look like too much work to read. Use white space liberally.
Have a plan before you launch your newsletter. You want to have specific goals about what you want it to do for you.
Should it be written in first-person from the owner? Or third person, like most newspaper articles? Do you want to have regular columns or features? Guest writers?
Do your homework up front.
Always include your contact information, perhaps even on each page.
Feature your customers regularly. They like to see their names in print, and it’s always far better to let them sell you than for you to sell yourself.
Novelty Items
You can put your message on t-shirts, hats, coffee mugs, pens and pencils, mouse pads, you name it. The trick is to have a compelling image or slogan.
For example, a logo or business name is boring. But a clever message or picture with a web address will get noticed more and used more.
Go to the “Edge”
Seth Godin talks about this in his book Free Prize Inside. Basically, the premise is that while your competitors sell to the “middle,” you find ways to sell to the edge.
It sets you apart from your competition, but it’s not necessarily your USP.
For example, the first release of that book came packaged in a cereal box with the prominent “Free Prize Inside” displayed.
Some more examples:
A massage salon moves their chairs outside in the summer.
A security guard company offers its guards dressed as Beefeaters, Buckingham Palace guards, paramilitary camo-wearing high-security guards, Matrix-type outfits, or even attractive white-collar uniforms.
A local pub built their own custom jukebox of twenty-six thousand songs in it by ripping their 1,798 CDs into a computer.
A restaurant in Manhattan makes the average Joe’s wait, but gives the VIPs an unlisted number to get to the front of the line.
Strangely enough, this pleases both groups (the VIPs love to get right in, and the average folk feel special by going to an exclusive restaurant where celebrities dine and the wait is longer due to its popularity).
Mexico has plenty of all-in-one resorts, but only one caters to overweight people.
NakedNews.com tells the TV-style news like everyone else, but they, well, wear less.
The Four Sisters restaurant in Myanmar doesn’t bother with a check. You pay what you think the meal is worth.
Did you ever notice how supermarkets reward their worst customers?
Shoppers with the least amount of items get their own special express lane, but the poor schmuck who’s buying tons of groceries (and worth much more to the store as a customer) has to endure the longest line.
What if a grocery store had a special line for their best customers, staffed with extra baggers and other mechanisms to speed the checkout process?
Commerce Bank is open seven days a week. Do you think there are people who wouldn’t mind having the option to bank on Sundays?
And Liberty Bank offers free ATM usage. They’ll even reimburse you for fees charged by other bank’s ATMs.
A church in New York City holds an annual barbecue for fundraising.
People come from miles away because if they don’t, they have to wait a whole year to come again.
The local German club near my house holds their German Festival every two years for precisely the same reason.
Enterprise Rent-A-Car doesn’t focus on airport rentals. But when you need a rental car for a few days while your car is in the shop, they are the first ones you call.
Plus, they pick you up!
In the instant Internet buying world, a lawn care company realized that waiting weeks for a lawn care quote was too long.
By using satellite photos and public tax records, they’re able to quote a cost for service before their prospects are even contacted.
Now they drive down the street with a stack of Frisbees, each affixed with a sticker containing the property address and price quote, and toss each Frisbee onto the lawn.
Part III – Free Advertising With Publicity
Publicity is an excellent way to reach a large audience on a limited budget. The key is having a message that is newsworthy, which constantly evolves.
In the past, launching a new website was sufficient, but that’s now too commonplace.
For example, a 12-year-old girl recently gained attention for her science fair experiment comparing bacteria levels in fast-food ice to toilet water from the same restaurants—about 30% of the ice samples had more bacteria than the toilet water.
This demonstrates the importance of having fresh, interesting news because compelling stories generate attention. Let’s explore ways to achieve free publicity.
Write a Regular Column – Whether it’s for a newspaper, magazine, ezine, or offline newsletter, a regular column positions you as an expert in your field.
Reprints can also be sent to clients and prospects to provide proof in your sales letters and promotional materials.
Write an Article – Articles, whether short essays or feature pieces for magazines, newspapers, or newsletters, are a great way to establish credibility.
Reprints of your articles can bolster your sales efforts by adding proof to your marketing.
Align with a Charity or Non-profit Organization – This strategy is effective for gaining free publicity.
For example, if you’ve created a course on starting a mail-order business on a tight budget, you can host a free seminar for low-income families and youths, distribute your course, and issue press releases to local media.
Stories like this are perfect for news outlets, potentially leading to broader exposure on major platforms like Oprah or the Today Show.
Issue a Press Release – Although a traditional approach, press releases remain powerful if they are genuinely newsworthy.
For instance, launching a new newsletter might not make headlines, but issuing a press release about a significant donation with a compelling backstory could be newsworthy.
Remember, editors pick up press releases that offer value to their readers, so frame your release with the audience in mind.
Create a Newsworthy Event – One example is a local electronics store that set up a “superstition obstacle course” on Friday the 13th.
They invited local radio personalities, one of whom broadcasted live from the event, attracting a crowd and boosting sales.
Any business can create similar events, whether for Valentine’s Day, St. Patrick’s Day, or Christmas.
Attend Special Events – Stay informed about local events where you can increase your visibility.
Offering something for free in exchange for contact information is an effective lead generation method.
Get to Know Local Editors and Publishers – Establishing relationships with local editors or publishers makes it easier to pitch your press releases or ideas.
Personal connections can help you bypass typical barriers and increase your chances of media coverage.
Write a Book – With Print on Demand (POD) technology, it’s easier than ever to write and publish a book.
Having a book positions you as an expert and elevates your status. Clients perceive you as more credible, increasing their likelihood of doing business with you.
Even if you don’t have time to write a book yourself, options like dictating, hiring a ghostwriter, or compiling interviews with other experts are available.
Blogs, Podcasts, etc. – Though primarily an online strategy, blogs and podcasts are essential in today’s information age.
You can extend their reach by promoting them offline, too, which is why they warrant a mention here.
Part IV – Joint Ventures (JVs)
Joint ventures (JVs) are one of the best ways to attract new leads and customers.
By collaborating with other businesses that target your market, you create additional profit opportunities.
For example, an attorney can refer clients to an accountant, and vice versa, benefiting both businesses.
The key to making a JV successful is to show potential partners how they can gain additional revenue without adding costs, labor, or risks.
Here are some ways to approach joint ventures:
Sell an Idea – If you have unique expertise or skills that few others possess, you can turn that into a profitable venture by licensing or teaching others.
For example, a lawyer who knows how to generate a million dollars annually with a small team could sell that knowledge to other attorneys.
Similarly, a realtor with a more effective client list than others could train other realtors for a fee.
JV with Your Suppliers – Suppliers benefit when you succeed, so they may be willing to support your efforts by funding sales staff, mailings, or providing extra resources.
You won’t know unless you ask, and it could lead to a win-win arrangement.
Collaborate with Businesses that Serve Your Market – Find businesses that cater to your target audience but don’t directly compete with you.
A realtor could JV with moving companies, carpet cleaners, pest control services, or lawn care providers.
Make a list of businesses that rely on constant lead flow—like lawyers, doctors, dentists, or home services—and broker deals between them to generate new leads.
Leverage Buyers and Sellers – A business broker used a letter campaign to match buyers with sellers of CPA practices, making a substantial profit by facilitating these connections.
You can apply this concept to any industry by connecting buyers and sellers in a similar way.
Match Front-End/Back-End Products – If you sell a high-ticket back-end product, you can JV with people who offer lower-cost front-end products, allowing them to promote your back-end offering.
If you don’t have a high-ticket item, partner with someone who does. This strategy works well for businesses selling courses, seminars, or consulting services.
JV a Sales Force – Many professional salespeople sell a variety of products on commission.
You can easily recruit these salespeople to promote your products or services by placing an ad, allowing you to leverage an existing sales force without upfront costs.
The Neon Sign Approach – This JV method involves finding leads through a specific service.
For example, a neon sign maker paid students to find broken or malfunctioning signs.
You can adapt this idea for various industries, such as finding damaged vehicles for repair shops or worn furniture for furniture stores, creating valuable leads for businesses.
JV Mailings – Direct mail can be expensive, but you can split the costs with other businesses that target the same audience.
By partnering with non-competitors, you reduce expenses while still reaching your target market through shared mailings.
JV Inserts/Flyers/Circulars – Another cost-sharing strategy is to arrange for your flyer, insert, or circular to be included in another business’s mailing.
This approach works best when the audience is targeted, and you can negotiate deals based on per-lead or percentage-of-sales models.
JV a Mini-Seminar or Teleseminar – Similar to the lawyer/accountant example, two or more businesses can co-host a seminar or teleseminar to educate their shared audience and sell products or services.
Sell Your JV – If you’ve set up a successful JV that generates income, you can sell the rights to the deal, just like selling a money-making website. JVs with positive cash flow are assets you can monetize.
JV with a Guru – Act as a middleman between an expert and people who want to learn from them. By brokering these relationships, you can profit from facilitating access to the expert’s knowledge.
Be the Expert – If you are the expert, you can JV with a middleman who will bring clients to you. This works well for coaching programs or consulting services.
JV a Dealmaker – If negotiating deals isn’t your strength, partner with someone who excels at it. Let them handle the deal-making while you manage other aspects of the JV.
Painting Fire Hydrants – One of Jay Abraham’s first JVs involved hiring kids to paint fire hydrants. He organized the deal, secured the contracts, and paid the workers a percentage of his earnings. This concept can be applied to many service-based businesses.
Overstock/Surplus Selling – Many businesses have excess inventory they need to offload. You can acquire the rights to sell this inventory at a discount and pocket the difference. Alternatively, if you have surplus stock, you can JV with someone who can sell it for you.
JV to the Affluent – Partner with a business that sells high-ticket items to affluent customers. Host a private event or “exclusive” showing of a popular product, offering personalized service to a select group of top clients. This approach enhances customer experience and drives high-value sales.
Lead Generation JVs – Find businesses that frequently interact with your target market, such as UPS stores or copy centers, and set up lead generation campaigns. Provide something of value (e.g., a free report) in exchange for contact information, and share the leads with the partner business.
Endorsements – Seek endorsements from businesses or individuals who have strong relationships with their customers. People often trust recommendations from sources they respect, making this one of the most effective ways to generate sales.
JV Your List Building: Large List – If you have a large list, you can partner with another business to cross-promote each other’s offers, helping both parties grow their lists.
JV Your List Building: Small List – If your list is smaller, act as a broker between two large list owners. By facilitating a cross-promotion, you gain exposure to both lists, increasing your prospects.
JV Advertising Space – Use remnant advertising to secure cheaper ad space. This involves placing ads in unsold newspaper or magazine space at a reduced rate. You can also broker deals with publications to secure discounted advertising for your clients.
Rekindle Procrastinating Customers – Target customers who haven’t purchased in a while by offering them incentives to return. This strategy works well for businesses like dentists or carpet sellers with customers who haven’t been back in several years.
Rekindle Former Customers – Former customers may no longer be buying for various reasons, but you can still target them. Offer dissatisfied customers a special deal to give your business another try. Satisfied former customers can be encouraged to refer others, using incentives like gift certificates.
JV With an Agent to Bring in “Found” Business – If you want to focus on your core business but lack the expertise to bring in “found” business, you can partner with experienced marketers who specialize in reviving old customer relationships or generating new leads. This allows you to benefit from additional business without having to handle the marketing efforts yourself.
JV a Consulting Back-End with a Static Product Seller – If you’re a consultant specializing in a particular field, you can JV with someone who sells a product or course related to your expertise. After the product is sold, you can offer your consulting services as a premium back-end for those customers who want more personalized guidance or training.
JV a Static Product with a Consulting Back-End – Conversely, if you sell a static information product, you can partner with an expert to offer additional services to your customers. For example, after selling a book or course, you can refer customers to a consultant who can provide in-depth help, and you share in the profits.
Tie Up the Rights to Real Estate – By “real estate,” this means tying up space in high-traffic areas, such as health clubs, stores, or even within other businesses. For example, you could set up a satellite office for a chiropractor in a health food store or secure a corner of a local shop to display a service or product. This could be anything from offering massages at a salon to selling designer shampoos. The goal is to get access to valuable space and match it with products or services that fit the audience.
JV With Those Who Already Have Business Relationships – If you don’t have existing relationships with businesses you’d like to partner with, find people who do. Network with individuals who have the connections you need, then offer them a share of the deal in exchange for an introduction. This way, you get warm leads instead of starting cold.
Start Small – If you have a large JV idea but no relationship with the target partner, start with a smaller test to build credibility. Prove the value of the partnership, and once it’s validated, you can scale up to the bigger deal.
Let Them White Label You – If you’re an expert in your field, you can allow multiple businesses to “white label” your services. This means they can sell your services as if they were their own, allowing them to benefit from your expertise while you get access to their customer base. For example, an IT consultant could work with several hardware companies, representing each one under their brand while offering the same service.
JV the Costs – Share costs with other businesses by collaborating on expenses. For example, several companies might share office space, a receptionist, or even equipment to reduce costs. This works well for smaller businesses that don’t need full-time resources but can benefit from pooled expenses.
JV to Build Your List – Building a large mailing list is essential, but if you’re starting with a small list, a clever strategy is to facilitate JV deals between larger list owners. You act as the middleman, coordinating promotions between two parties and receiving a share of each new list in return. This way, all parties grow their lists, and you benefit from both.
School Deals – Offer to teach a course at local colleges or educational institutions, either for free or for a fee. While teaching valuable skills, you can introduce your own products or services to students. This not only establishes you as an expert but provides an opportunity to generate backend sales.
Company Speeches/Seminars – Many companies host in-house seminars or speeches. You can offer to speak at these events and use the opportunity to sell your products or services. It’s a great way to get into companies and make your pitch directly to employees or stakeholders.
Friends and Relatives – Start your JV deals by working with people you already know, like friends and relatives who are entrepreneurs. This is similar to how multi-level marketing (MLM) companies succeed by having salespeople first sell to their inner circle. Friends and relatives can be great partners in helping you test and refine your JV strategies.
JV Anything You Need – Whether it’s securing a venue for a seminar, renting a car, or covering travel expenses, you can use JV deals to get what you need. For instance, a marketing consultant might partner with a local hotel to use their conference rooms for free in exchange for generating leads from seminar attendees.
JV for Airtime – Many radio and TV stations have unsold airtime that you can acquire through a JV deal. Offer them something of value in exchange for advertising time, especially during periods when they have excess availability. This allows you to reach a large audience without the high cost of traditional advertising.
Leverage JV with Bartering – Barter your services to create JV opportunities. For example, if a radio station needs a new roof, you could arrange for a roofing company to handle the job in exchange for free advertising on the station. You offer the roofing company exposure or leads, and in return, you get advertising, creating a win-win situation for everyone involved.
“Think Outside the Box” – This phrase might be overused, but in JV deal-making, it’s crucial. There are countless possibilities and opportunities to partner with businesses that you might not have considered before. The key is to be open-minded and creative in how you approach these collaborations, as the best deals often come from unconventional ideas.
Conclusion
Publicity and joint ventures are powerful tools for growing your business, generating leads, and building credibility—all without massive upfront investments. The strategies outlined here can help you think creatively, form valuable partnerships, and tap into resources that might otherwise be inaccessible.
Take action today by implementing some of these ideas, and you’ll be well on your way to unlocking new opportunities for success. Don’t just read this and set it aside—use it, experiment, and refine these tactics to suit your business. With each step, you’ll get closer to achieving your goals and reaping the rewards of innovative marketing and joint ventures.
