Copying H.R. Block Won’t Give You A “Marketing Dollar Refund”… But I’ll Show You How To Get Money Back In Spades

By: Dan Kennedy on: January 28th, 2014 2 Comments

By now you’ve heard a lot of “buzz” about me doing the brand new version of Magnetic Marketing Live and Free Tomorrow.  If you’ve haven’t heard, then just go to www.gkic.com/mmevent now.  In it you’ll discover the system of exactly how you can attract customers, clients and patients to your business in droves.

Today though I’m going to reveal how to beat out your competitors—even big box competitors who have far more money to spend on advertising than you.

It’s NOT by copying what other businesses are doing, especially the big brands. That is the path that most small businesses mistakenly take.

An example why you don’t want to do this…

Maybe you’ve seen the ads, “Get your billion back America” …

The H.R. Block ad campaign is everywhere. Even on your money.

H.R. Block worked with an advertising agency to put stickers with ads on them directly onto a number of dollar bills.

The stickers say, “Americans who did their own taxes last year left a billion dollars behind. Get your billion back, America.” The ad included a toll-free number, their website and a very tiny disclaimer that says “not everyone gets a tax refund”.

While they’ve since stopped running this campaign because federal law prohibits it, there are a number of reasons, beyond the legal factor, as to why this is a bad marketing campaign to copy, (although I’m sure many still think it to be clever.)

Here are a few reasons why…

1)      There is no assurance that the money with the ad stickers was getting into the hands of their target audience. Since the money was showing up in people’s change, there’s a good chance someone who doesn’t even file taxes could get one of those dollar bills—such as a kid who doesn’t work or someone traveling in the U.S. from a foreign country.

2)      There was no trackable URL or trackable toll-free number, so there is no way to measure results to see whether or not the campaign was working. In fact, the link drives prospects to the home page of their website instead of to a landing page. A home page typically has multiple things for the reader to do whereas a landing page is focused on a single call to action.

3)      If someone received a dollar bill, how would H.R. Block know who this prospect was or how to follow up with them? There are big, leaky holes in your bucket if you are sending out advertising with absolutely no sure way of being able to get your message in front of this audience again.

Of course, these are but a few of the reasons you should market and advertise your business differently.

Not only will you have much more success, but you can confound the competition and level the playing field even with a big, well-funded brand such as H.R. Block.

Chauncey Hutter Jr. actually had one of his little, independent tax prep offices drive a competing H.R. Block office out of business because—while H.R. Block relies of ordinary advertising—Chauncey ignores it altogether in favor of direct-response advertising and direct-marketing.

If you want to give yourself an unfair advantage, you need a reliable, profitable marketing SYSTEM that provides you with all the business you want, without anxiety, stress and spending a fortune. This can’t happen instantly.

You do need to invest some time and effort in studying direct response advertising and direct marketing. (Watch my FREE Livecast on the secrets of Magnetic Marketing on 1/29/2014 for sure fire strategies and a head start.) Once you have listened and it has sunk in a bit, I recommend you choose the first strategy and tools combination you like from the ones I present (there is something to fit EVERY kind of business) and tweak it to fit your specific business and target audience. Get it up and running and implemented.

Then choose a couple more strategies to implement. Continue mastering the knowledge and skills and opportunities from direct response marketing. Do this and you can look forward to a competitive edge growing bigger and bigger, your superiority over other business owners becoming increasingly evident.

Remember, any idiot can say “yes” to the ad salesman and stick an ad someplace, and often every idiot does. All your competitors know how to buy advertising in most or all of the same places you do. What your competitors won’t do is learn to use direct-response advertising and direct marketing.

Not only will you stop wasting advertising dollars on advertising that doesn’t work, but you can completely whip your competitors, even the big box stores, and quickly surpass national industry averages for sales dollars.

NOTE: Want more insider information on how to leverage marketing and sales to improve your business?  Click here to claim your special free bonus of $633.91 worth of marketing materials.

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    About The Author: Dan Kennedy
    Dan Kennedy is internationally recognized as the 'Millionaire Maker,' helping people in just about every category of business turn their ideas into fortunes. Dan's "No B.S." approach is refreshing amidst a world of small business marketing hype and enriches those who act on his advice. For more money-making marketing tips, tactics and strategies, go to www.GKIC.com

    2 Responses

    1. jamie leger says:

      Well, you never were the “subtle type” were you… Good points though!

    2. David Hunter says:

      We’re the only real estate agents in my area doing direct-response marketing. Our direct-response marketing works. We send out postcards for people to get free reports. We send out 3D mailings to expired listings. We do things differently than everyone else and we reap the rewards.

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