Kevin Thompson’s
“Look Over My Shoulder”
Automatic Income Newsletter
July 2007
Maximum Response Marketing (360) 435-4508 Page 1
Welcome New Clients
I want to personally welcome each of you to our group.
If you haven’t yet added your profile to our Mastery Group, be sure to do so right away by going to here
In addition to getting ongoing access and support from me personally... you also get to meet, and exchange money-making ideas with the rest of my successful clients who are already using the system.
Welcome aboard!
Linda Taylor – Danbury, CT
Linda McFadden - Gibsonia, PA
Donald Wherry - Charlotte, NC
Nancy Brunner - Mexico, MO
Roger Smith - Columbia, MO
Richard Sorrentino - Austin, TX
James Wellstood - Medford, NY
Edward Anderson – Walla Walla, WA
Susan Rill – Palm Springs, FL
John VIllella - Gasport, NY
Reid Guthrie - Renton, WA
Damon O'Donnell - Gulf Breeze, FL
Kirk Randall - Stockton, CA
Scott Kirby - Fort Worth, TX
Robert Egnoski - Euless, TX
Jon Stotts - Arlington, TX
Mark Rakow - Enterprise, AL
Chad Hett - Newport Coast, CA
Kay Cosby - Fort Worth, TX
Michael Chevalier - Port Orange, FL
Daniel Newman - Spring, TX
Jim Wurtenberg - Rochester, NY
Philip Freedman - Bedford, TX
James Camp - Arvada, CO
Alvin Smith - Ellenwood, GA
Drew Corazza - Clearwater, FL
James Day - Dacula, GA
Wendell Montgomery - West Chester, OH
Ralph Zilliox - Florence, KY
Bruce Thomas - Greensburg, PA
Stephen Cancler - Seattle, WA
Bob Williams - Felton, CA
Daryl Steele - Pekin, IL
Larry King - Athens, GA
Richard Conklin - Whitestone, NY
Paul and Mary Bowman - Monroe, VA
William Kennedy - Stanford, FL
Ernest Belmont - New Milford, CT
Harlen Pierson - Eureka, IL
Scott Wilder - Grand Rapids, MI
Judy Flury - Arlington, TX
Lem McSpadden - Cookeville, TN
James Wright - Methuen, MA
Steve Mears - Spanish Fort, AL
Joel Cohen - Bend, OR
Norma Rogers, Newport, TN
David Maleney - Ruislip, Middlesex - United Kingdom
Mariejan Kanchanaranya - Aloha, OR
Patrick L Bateman - Highspire, PA
Lynn Lyons - Mohawk, TN
Robert Leitner - Asbury Park, NJ
Umezuruike Umenta - Rosedale, NY
Tracie Pullen - Baltimore, MD
Glen Van Dyke - Line Lexington, PA
Bert Daikeler - Perkasie, PA
Bryce Alan Randall - Whiting, NJ
Mary Campbell - Bozeman, MT
Eleanor Bumbera - Brooklyn, NY
Joseph Hurley - La Vergne, TN
John Stein Jr - Westerville, OH
Thomas McDaniel Sr - Ardmore, PA
Mazahir Husain - Little Rock, AR
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Maximum Response Marketing (360) 435-4508 Page 1
The Secret To Knowing Your Customer
As a business owner, the biggest marketing advantage you have, is knowing your customer.
When you know your customer, you can tailor your marketing message to specifically meet their needs, wants, desires and expectations.
In the Automatic Income System, I show you how to get inside the minds of your prospects and customers.
By doing this, you're able to communicate with them in a way that lets them know you empathize with them, completely understand their situation, and can help them – by offering your products or services.
When I started the Get Mold Solutions project back in 2001, I already understood my customer REALLY well.
Since I already owned a cleaning and restoration company, I spoke with people about the subject of mold on a regular basis.
As a result, it didn't take me too long to find out what my customers BIGGEST problems, concerns and challenges were.
So, how did I get this information?
Simple – I asked them questions, and then I listened to what they told me.
By doing so, I was able to position myself (and my company) as the best option for helping them get the results they wanted.
Here's a portion of copy from my Get Mold Solutions website that illustrates how I go about getting to know my customer, so I can then present my products and services to them in the best light.
If you'd like to see this copy in its entirety, go to:
"What If Everything You Ever Thought You Knew About Black Mold Was Dead Wrong?"
Finally, A Tested And Proven System That Lets You Wipe Out Any Black Mold Threat In Your Home, And Reclaim Your Health... Almost Overnight!
Dear Friend,
I have a confession to make, and it may save your life!
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Especially if you want to cut through all the B.S. and hype so you can find out how to wipe out, eliminate and prevent any black mold threat in your home or building!
I hate to tell you this because I don't want to sound pompous or arrogant, but if you're like most of my clients, you've been completely misinformed (and in some cases even lied to) about the black mold issue. I mean think about it for just a minute.
Where have you been getting your information from?
Are you getting it from television and newspaper stories that tend to over sensationalize the issue and paint a very grim picture?
Have you been getting misinformation from friends and family? I hope not, because while they mean well, they're just not qualified to give you expert advice.
For crying out loud, I've even talked to clients who received completely inaccurate information from employees in certain government agencies. And once again, these people mean well, but unfortunately they're just not qualified to give you advice regarding mold.
Here's a perfect example...
This is an email I recently received from Lynn Sawyer in WaynesboroVirginia, who's also a subscriber.
Thank You For Your Time, Lynn Sawyer - Waynesboro, VA
My Reply:
Lynn, What you've shared is yet another perfect example of someone in an authority position that doesn't have a clue what they're talking about! I'm sorry, but this kind of thing really makes me angry. Whoever you talked to at the Health Department is dead wrong!!! To think that mold can't grow in the state of Virginia is completely insane. If you've got a moisture problem in your home, you can rest assured that a mold problem is going to occur as well.
As a result of misinformation like this, black mold has become a nationwide epidemic. But now, you can do something about it!
And by the time you finish this letter, you'll know exactly what steps you need to take.
"How A Frantic Phone Call Uncovered Kim's Hidden Mold Problem!"
Two years ago my secretary had taken the day off and I was answering the phones in the office. That
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afternoon I received a call from a woman who was clearly in a panic. Her name was Kim and she had just got home from an extended vacation to find visible mold growing on all four walls of her master bedroom.
She went on to tell me that she and her children had unexplained health problems spanning the last 7 months, and she now realized that it could have been from black mold in her home.
She continued crying as she told her story, while I did my best to calm her and get the information I needed. I asked if she knew of any previous water intrusion in the bedroom.
She said, "Yes, but how did you know"?
I explained that her mold growth was a result of trapped moisture in the room. Since there was visible mold on all four walls, we'd need to check for hidden mold in the home as well. I then asked her to give me more details about what happened.
As it turns out, she had got a new refrigerator the previous year.
She went on to tell me, "I didn't know it at the time Kevin, but when the delivery guys installed the refrigerator, they didn't get the water line for the ice maker connected all the way. It went on to leak for several days before I even realized what was going on".
Unfortunately the water didn't flow into the kitchen where it would have been easily noticed, but instead flowed through the wall that adjoined the bedroom on the other side.
By the time I discovered what was going on, the entire room of carpet was completely soaked."
As if that wasn't bad enough, she went on to tell me more.
"Kevin, as soon as I found out what had happened, I went downtown and rented a carpet cleaning machine from the grocery store and spent all day trying to get the water out of the carpet."
I replied, "What did you do after that Kim"?
I knew she'd been misinformed when she said, "Well, that's about it. Within a few days the carpet was dry again and I thought everything was fine. But for the last several months we've been having all these health problems, and now I find mold actually growing on the walls of my master bedroom."
"At That Moment, She Realized How Serious The Situation Was!"
"Oh My God, The mold is causing our health problems!" she exclaimed.
I said, "Yes, it's entirely possible Kim, and we'll work together to find out. But first, let me ask you, what made you decide to rent a carpet cleaning machine from the store?"
She told me that she called her dad as soon as she found out about the water problem, and that's what he told her to do. Now keep in mind, her dad had good intentions and gave Kim the best advice he could. But like I said a few minutes ago, he just wasn't qualified to give advice on the subject of black mold.
Maybe you've been in a similar situation and have been getting your advice from unqualified people too.
After reassuring Kim that everything was going to be alright, I told her I'd come over the following morning and meet with her.
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When I got to her home she showed me the mold growing on all the walls in the bedroom and asked if I could take care of it.
"That's not a problem Kim, but first we need to take care of the moisture situation that caused all this mold growth in the first place".
"What do you mean?", she asked.
I then laid out the plan and showed her exactly how we would wipe out the black mold in her home so she and her children could reclaim their health.
Within two days, the job was done, Kim's home was mold-free, and she and the children were already seeing an improvement in their health.
I wanted to make sure that Kim never had to deal with a nightmare like this again, so before I left, the two of us did a final walk-through inspection.
I showed her how to spot a potential black mold problem and nip it in the bud, before it gets out of hand. I also gave her a complete information packet that outlines exactly what to do if she ever had a water intrusion or black mold problem in the future.
"But That's Not The End Of The Story, It Gets Even Better"
A few days later I got another call from Kim, and I could tell she was excited.
She told me that she'd shared my information with her father, and after reading through it he was amazed.
She said, "Kevin, you wouldn't believe the expression on his face when he was reading through your materials. He had no idea how serious black mold really could be if it's not taken care of properly. My dad's name is Bill and he's a real estate agent. He wants to know if you'd work with him so he can offer your information to all his clients".
As you can imagine, I was very flattered, and happy to help. To make a long story short, I've been working with Kim's father ever since.
In the process I discovered that Kim wasn't alone. In fact, almost everyone Bill introduced me to was completely misinformed on the subject of black mold and how to control it.
Since Bill and I started working together, we've helped hundreds of homeowners here in WashingtonState by giving them information they couldn't get anywhere else.
But that's not the best part!
Working with Kim's father has really shown me the big picture, and it feels great to have had such a positive impact on so many people's lives.
After having such great results here in WashingtonState, I knew I had to take this project to the next level so I could reach more people like you who were desperately searching for help.
I figured that offering you this website would be the best option, and was I ever right!
Here it is 3 years later...
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We've now had the honor of personally helping more than 23,000 people across the country, and now I get to help you too.
= = =
After reading this bit of copy, you can see how I was able to position myself as the expert in Kim's mind, by having her tell me about the situation first, and then giving her specific recommendations.
I did NOT immediately begin telling her about how great my services were, how much industry training I had, how many certifications I'd earned, or any of that.
You see, people don't give a rip about you, or how great you think you are.I realize that might sting a little, but it's the truth.They don't care about you – until they know that you can relate to them - and their situation.
This copy gives you a peek "behind-the-scenes", so you can see how I get into the mind of my customer.
But here's what's really interesting.
By using this copy on my website, and telling Kim's story, it let's all of my site visitors know the kind of person I am, even though I can't be there to speak with them in person.
In short, there's a TON of valuable lessons in this copy, and you'd be crazy not to go to my site so you can study the entire piece in its entirety.
I'm Always Listening… And You Should Be Too
One of the biggest reasons I've done so well in business is because I'm constantly listening to my prospects and clients so I can get their feedback.
By doing so, I'm able to respond to them, by giving them what they want.
And you know, as well as I do – when you give people what they want, they can't help but buy from you.
I say this ALL the time, and I'm gonna say it again.
As consumers, we LOVE to buy – but we HATE to be sold.
That's why it's so critical that you get into the mind of your customer, and continually be responding to the feedback they give you.
As one of my valued clients, you know that I'm constantly asking for your feedback, and then responding to what you tell me.
With that said, it's now my pleasure to provide you with some tools that are going to help you get into the minds of YOUR customers.
If you participated on the June 7th Coaching Call, you heard from Krista Henderson, who is not only a member of our group, but is also an accomplished copyrighter. On that call, she generously offered to share a couple of valuable tools with you. I've published them on the following pages.
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Creative Brief Template – Compliments Of Krista Henderson
- What do we need?
What is the assignment? A list of the tactics and products.
For example – Need agency to create an English direct mail package for a Brand X Visa Credit Card.
- Why are we communicating?
What is the opportunity to exploit? This could be an overview of why we need to execute this project
- What background information is relevant to know?
Provide information on the market place, what competitors are doing, upcoming trends etc.
- Who are we talking to?
a) What is the target group? Give details of the demographics if you have any information.
For example: (As per new Source of Acquisition)
•25-54, HHI $40+, avg. $60K, slight male skew, Skewed married/ families, with 3 sub-segments;
•55% Young Families – North American, Disney-type family trip
•40% Young single/couples: exotic, adventure travel, N. American or International