The January issue of Bill Glazer and Dan Kennedy’s “No B.S. Marketing Newsletter” hit my mailbox this week. If you subscribe, be on the lookout for it because there are a couple of big takeaways this month. (If you don’t receive it yet, click here to see how you can get two free months along with some other free gifts).

Here are a few of the highlights:

1. Bill Glazer does a nice job of diagramming a sales letter that was designed to move existing customers into an Alumni Coaching Program after their current coaching program ended. Bill breaks down each of the sections and describes what is going on in the letter, and the actual letter is included in the “Exhibits” section so you can follow along. The purpose of this letter is very specific and falls under the category of “Softening the Beachhead”.
   Questions: What do you Bill Glazer means by “softening the beachhead”? In what areas of your business could you use a similar approach?
2. In Dan Kennedy’s intro, he lists several of the big retail store closings and then talks about what good news this is. Good News? How can a bad economy be good news? Dan points out the the disappearance of underperforming businesses opens up the market for the smart, surviving businesses to expand into areas left open in the wake of these big closings. That means more opportunities for small businesses that can weather the storm and offer exceptional products and services. Read what he says:
   

   Depending on where and how you are still invested, you may have money drained out of one pocket. But, but, but, the magnitude of the opportunity laid out in front of you far, far eclipses any and all of that ugliness. Supply and demand is tilting in your favor: lots and lots and lots of customers and clients to be had and far fewer competitors going after them … and a better supply of potential employees to choose from too … what a TERRIFIC year this can be!
   Dan Kennedy, January No B.S. Marketing Letter

   Questions: Do you share Dan’s enthusiasm about the current economy? What opportunities can you take advantage as the field of competitors in your business thins out?

Those are a few of my highlights. What caught your eye in the recent No B.S. Marketing Letter? (to receive two free months, click here now)