Dear UK Marketing Professional:

It’s tough in Britain. And I’m sad to say, it’s no different on this side of the pond. This is no easy street for running a small business at all, let alone growing one. Customers are tight-fisted with their money. Most companies are paddling harder than ever before and most are still slipping further behind.

One thing’s for sure:

Parliament ain’t gonna to rescue anybody from this. Governments produce nothing. They can only spend what they’ve taken from somebody else.

Like it or not, the future rides on the shoulders of…

ME.

And…

YOU.

…And every other brave soul who dares call himself or herself an “alchemist.”

If you sign anybody’s paycheck, if you’re in charge of getting and keeping customers, if you have vendors to pay and groceries to put on the table, then you and me, WE are the stars of this show. Everyone who’s kept their wits about them knows that, deep down.

It’s do or die time.

These are the conditions that separate the men from the boys. Gloom and doom is everywhere. One need not listen to the cheery voices on the BBC each morning to know that.

Nevertheless there is something I’d like you to consider:

In the Great Depression of 1929,
The Money Didn’t Just “Vanish.”

When the US depression hit – which, as you’ll remember, had been preceded by an exuberant season of prosperity – all the money that ‘disappeared’ didn’t really disappear. It had to go somewhere, did it not?

It most certainly did.

During the Great Depression, Lawrence Gelb wrangled a free write up in the Chicago American, which sold out his first batch of product. Then he wrangled credit from a bottle manufacturer. Gave credit to wholesalers so they could put product in beauty stores on credit… Sold the resulting company, Clairol (ever heard of them?) for $22.5 million in 1959. That’s over $100 million in today’s dollars.

Chock Full ‘O Nuts founder sold candy on street corner, switched to coffee when a nearby drug store complained, and grew to become major coffee brand. Good Humor was founded as an attempt to expand ice cream sales by delivering the product to neighborhoods

In the Great Depression, most people fell behind, but others prospered enormously.

It always works that way, you know. Vast fields of opportunity lie before you, and in the absence of any impending doom, the immediate challenge is to put as much money in your bank account as you possibly can, as fast as you can.

The time to buy is when blood is running in the streets.

Recall the passionate leadership of Winston Churchill during World War II. Those were some dark hours, but he chose to light a candle rather than curse the darkness. Well… sometimes I feel like a little Winston Churchill myself and you know what? I bet you do too. How could you not?

If you don’t stand up and fight, what else is there to do?

If YOU don’t look for the good, the commendable and the possible, who will?

It is absolutely imperative that you and I both take a stand against the negativity, the dour expressions, the blank stares and the despair. We choose to oppose this paralysis, because as much as this seems to be about economics, it’s really about hope. It’s about our very belief in cause and effect. Our faith in our ability to initiate change; to change ourselves; and for others to do the same. We’re being summoned to recognize what’s good and to call out the gold in other people.

There is a ripple effect with every single person you touch. You really DO make a difference.

Right now, stupidity is being POUNDED out of the marketplace at an unprecedented pace. Ultimately this is good – it’s a necessary purging of waste, bad investment and foolishness. And hubris and bad bank notes and dumb decisions. After the stupidity is pounded out, new growth will return.

You must NEVER lose sight of this fact. If you maintain your level head during this time, go back to the basics and perform your job as an alchemist, you can prevail even in the worst of circumstances.

There ARE businesses who are enjoying record sales, even now. My Roundtable member Alec Day runs a company that sells jewelry making equipment (wire-sculpture.com) and they have been experiencing double digit growth for the last 2 years. They’re overtaking all their competitors and they’re doing so with premium prices and aggressive customer acquisition.

I have another Roundtable Member, Nancy Slessinger of Vinehouse.co.uk. She does expert consulting in the UK on personnel issues, organizational management and objectives. I reminded her in a telephone conversation last week that never before do so many customers NEED her services – because nobody can afford to make a false move right now. Nobody!

And: I strongly suspect that even though cash is tight and credit is hard to come by, there is still a robust argument that YOU can make to YOUR customers as to why their British Pound is better spent with you than anyone else. Why that Pound will come back to them in multiples IF they invest it properly.

IF.

You can construct that argument. IF you know how.

You can construct a superior sales funnel that converts better than everyone else’s. IF you know how.

Allow me to help you do exactly that.

There are certain kinds of messages that resonate with people right now. Especially people who have NO CHOICE but to produce results.

I am coming to London this fall to help you do precisely that.

I am traveling to England in September for a balls-to-the-wall, no-holds-barred Perry Marshall seminar.

This isn’t me speaking for 90 minutes at somebody else’s function. This isn’t an impromptu hot seat session at some airport hotel. This isn’t even a parade of other speakers with a little bit of Perry tossed in here and there.

No, this is me personally delivering 2/3rds of the content for 3 days. Covering not basic but a whole range of Intermediate and Advanced marketing strategies, some of which I’ve never taught anywhere.

I’ve been in sales for 20 years, completely immersed in Direct Marketing for 13 years and “King of Google AdWords” since 2003. I’ve consulted in literally hundreds of industries, been directly involved in the explosive growth of thousands of businesses, from micro-sized to many tens of millions of dollars.

There’s hardly a marketing technique or strategy I’m not intimately familiar with. Barely a problem I don’t know how to solve. If I don’t know how to solve it, I’m good friends with someone who does.

But the Big Huge List Of Techniques is endless and endlessly complicated. Most people are drowning in complexity. As I’ve continued to consult and guide entrepreneurs through the recession, I’ve desired to refine my marketing model down to an ultra-simplified, streamlined engine.

I now have that engine. And I am not exaggerating.

This really is the “Master of all Strategies.”

On the Saturday 11 September, I’m going to map out the entire strategy and on Sunday 12 September I’ll put the finishing touches on it. Plus on September 10 I’m holding a small, private, optional Swiss Army Knife implementation day for a maximum of 8 people.

You’ll walk out with more clarity and more simplified, actionable knowledge than you’ve ever possessed. Here are the topics I’m going to tie together in this Master of all Strategies:

Module 1: The “Gravitational Slingshot” 10.4 billion miles from the sun and speeding away from us a stellar velocity, no man-made object has traveled further than the Voyager 1 Space Probe. This tiny satellite is now crossing the boundary zone between our solar system and interstellar space.

It gained the energy to escape the Sun’s gravity completely by performing Gravitational Slingshot maneuvers around Jupiter and Saturn. Each slingshot around a planet increases its speed by as much as 2X.

If you could eliminate bottlenecks in your business and generate 2X multiples at will like the Voyager slingshot, what would happen to your sales and profits?

The strategic marketing equivalent of the Gravitational Slingshot is an obscure but brilliant device invented by Jack Born. I devoted about six pages to it in a Renaissance Club newsletter last year; if you’re a long-time subscriber you might recognize what I’m talking about.

But outside of a single small private workshop in the USA with 25 people in attendance, I have never given this the full treatment it deserves.

Hardly anyone has ever plumbed the depth of this tool. Finally, at the London 2010 Seminar, I will give this the full treatment it merits. It will simplify the way you solve ALL marketing problems. Here’s how it’s going to help you:

• It reduces myriads of choices down to a few good ones
• It eliminates indecision about what to do next in your marketing
• Shows you where you’re leaving money on the table
• Tells you what’s possible to achieve – and what’s not possible – in your next salvo
• Guides you in making deeply compelling offers to your marketplace – messages that slice through the clutter and competition
• It’s the central component of my Master Of All Strategies. It blends beautifully into all my other techniques – AdWords, Autoresponders, 80/20, Swiss Army Knife

Module 2: Pay Per Click 2.0. Those who attended my Maui AdWords Seminar witnessed the new landscape that is rapidly developing in Pay Per Click.

We are fast approaching a stage where standard PPC skills that were considered “advanced” not long ago are now mandatory just to get your foot in the door.

And all they’ll do for you is… get your foot in the door. They won’t take you to market dominance. Not in highly competitive markets anyway.

There is a level of automation through tools such as Google Conversion Optimizer that entirely simplifies the game.

I will be doing a presentation with UK AdWords consultant David Rothwell, discussing the how-to’s and impact of automated bidding and AdWords Autopilot.

We will bridge this technology to other trends such as “Remarketing” (ads that “follow” your visitors all over the Internet) and new methods of building semi-private traffic channels.

All of these things serve to raise the barrier of entry to all competitors who would dare encroach upon your territory, and outright shut down others. You will prevail.

Module 3: The Swiss Army Knife. In December ’09 I took my family to a vacation in Costa Rica. (Fabulous place by the way. And quite affordable!) We visited the Costa Rican jungle, known as “The Cloudforest.”

I traversed catwalks snaking through the foliage and spent hours in a state of pure delight, studying the fascinating plants in this beautiful, sturdy ecosystem.

I was looking at this tree that was sprouting shoots that dropped down to the ground. Those shoots form a second system of aerial roots.

The tour guide said, “Because the soil is so shallow, the tree branches grow roots that seek out extra nutrients in the dirt below them.”

I don’t know how it knows to do it, but it definitely knows. It’s purposefully reaching for the ground, seeking water, seeking minerals, seeking to expand its reach.

I asked:

That led me to a brand new marketing technology I call the Swiss Army Knife.

It’s systematic, it’s scientific, and endlessly creative. Bionic Google ads become tractor beams that drag peoples’ eyeballs away from the center of the page to YOUR ad. They push your exposure up in the rankings so you get more traffic or cut your bids. They bring new people who would’ve never clicked before.

The audience in Maui RAVED about this. I had three or four come up to me on the first day and tell me that the Swiss Army Knife alone was worth all the expense, the time and the travel, all by itself.

It enables you to generate extremely effective testing ideas in MINUTES. Simplify, simplify, simplify.

Bionic Google Ads. Bionic Blog Posts. Bionic Emails, Offers and Guarantees. All yours. Only here, only now.

Module 4: “Right Angle Marketing” – the Domain of Advertising Jedi Masters

5 years ago I attended Gary Bencivenga’s now-legendary copywriting seminar in the heart of New York City, in Manhattan. The attendee list was a literal who’s who of the biggest baddest dogs in Direct Marketing. Gary is widely considered to be the most talented copywriter in the world.

At that seminar Gary had only one guest speaker, Michael Fishman. He introduced Michael as “The world’s greatest mailing list broker.”

What makes Michael so great is his psychic ability to take an existing offer and identify seemingly un-related mailing lists that will respond to it.

So for example Michael had a financial newsletter client who could sell to the “usual suspects” and obvious mailing lists: investors who like to buy that sort of product. But Michael figured out a way to sell that same newsletter to readers of a high-end fashion magazine (!!!)

There was no obvious connection between these two things at all. Experienced marketers immediately recognize the near impossibility of such a thing. But… Michael had put his finger on a hidden X-factor, which happened to be their respect for brands and branded celebrities. Since his newsletter featured a celebrity financial expert, it mailed profitably. To a seemingly totally unrelated list.

Marketing “white belts” who’ve never been through the school of hard knocks don’t even know you can’t normally do this in the first place.

Marketing “blue belts” and “brown belts” and even most black belts would consider it impossible.

But a 9th Degree Black Belt does know how to pull it off. Michael is world-class. So Michael stimulated hundreds of millions of dollars of sales that would never otherwise happen, by using what I call “Right Angle Marketing.”

Ordinary Direct Marketing techniques are easy to come by these days, and lots of people are familiar with them. But what separates the men from the boys in 2010 is people who have discovered that their customers don’t just have a front door – they have a back door. And a side door and several windows.

ALL of these things can be harnessed to influence people and reach new customers for you. IF you know how to locate those side doors.

Right Angle Marketing concepts are almost never discussed in 2010. It’s decisively at the bleeding edge. Which is why you need to master it now. In 2004 it was enough to know that there are 16,000,000 searches per month on paintball. In 2010 you need to know what story those people are in. What their back doors and side doors are.

It’s a lot simpler to connect to your customer when you can walk through the back door instead of waiting in line at the front door.

In my London Presentation I will connect Right Angle Marketing to Social Media. I will show you ways to harness Social Media that you have never imagined. It will then, in turn, lead you to non-social-media direct marketing advertising opportunities that you never would have even thought to explore.

Social Media is normally a gigantic time-suck that makes people ZERO money. Distractionitis on steroids. Who would have thought that I would come to London and teach you secrets of Social Media that will instill 9th Degree Black Belt skills in YOU?

In London I’m going to show you how to become a Right Angle Marketer. Much like Michael Fishman was for mailing lists – but now applied to all forms of communication, both online and off. I will show you real actual examples. You’ll gain “Right Angle Marketing X-Ray Vision” and you’ll find customers in places you never imagined.

Module 5: “Give me a place to stand on, and I will move the Earth.” -Archimedes

I have been fascinated with leverage for two decades. I even named my first sales business “Fulcrum” when I started thinking about it in college. A fulcrum is the pivot point of a lever. Perhaps it’s not so surprising that I would stumble onto a universal principle of business leverage and take it to places no one had ever taken it before.

On Saturday March 8, 2003 – before anybody knew me as “The AdWords Guy” – in my favorite coffee hangout, Buzz Cafe, while reading a book, my brain suddenly caught on fire.

That fire continues to burn today.

The book was about the 80/20 Principle – the old business adage that 20% of your customers produce 80% of your business, and the other 80% your customers only give you 20% of your business.

Yeah, I already knew that. And I thought I understood it. But suddenly I saw something entirely DIFFERENT. Something NEW.

In a moment, it hit me, the enormous depth of it. The nearly infinite layers and dimensions of it. (I’m not exaggerating when I say “infinite,” either. In fact, the infinite within the finite is your key to gaining enormous leverage, as you shall see…)

Suddenly I perceived more than what was even in the book itself: An infinity of images that you see when you look in parallel mirrors.

I saw that within this seemingly simple concept lay not merely the power to make incremental improvements, but grand, sweeping quantum leaps in productivity and income. I grasped how it applied to things that I was doing right at that very moment.

Points of huge, powerful leverage. Where tiny efforts would produce earth-shaking results.

What happened next is an amazing story that I’ve hardly told to anyone, outside of a few close friends.

Even my coaching clients and Roundtable members have only been allowed to see the tip of the iceberg so far.

During this last 5 years I’ve internalized the 80/20 principle and quietly added a completely new layer to it – a “black box”, if you will – and incorporated it into every aspect of my business thinking.

Now I’m applying it to direct marketing in unique ways.

The 80/20 technology I developed affects almost every business move I make. There is hardly anything I do or teach that does not have this formula behind it. I kid you not. This has completely transformed my own business, from small details to the grand scheme…

…It’s largely responsible for me going from being a complete unknown five years ago to highly regarded and known around the world in a space of only 18 months…

But I’ve mostly kept “it” a secret.

To be fair, it hasn’t been kept entirely secret. In May 2008 I held a very unique event in Chicago called “The 80/20 Seminar for Direct Marketing.” People flew from as far as Australia to attend. Attendees were given tools I’ve never given anyone else and I have since enhanced those tools and refined the strategy.

The videos are in the vault. The recordings of that event have never been released and no event like this had ever been held before or since.

But in London I will give a condensed, newly updated edition of that landmark seminar. Literally the Archimedes Lever of Marketing. The fulcrum that displaces the world. This is absolutely core to my thinking.

I will give you the visual pictures and the same computational tools I use for myself. You will have an unprecedented ability to slice through problems and see underlying causes with utter clarity.

I will give you the ability to pinpoint tiny leverage points in your business that swing huge returns. I’ll pinpoint TEN ultra-high leverage points in Direct Marketing. I will go well beyond what I have taught in any teleseminar or coaching program and lay a firm foundation for everything that comes next in London.

Module 6: Chinese Water Torture.

I’m known out there in the Big Wide World as the AdWords guy. But email is the real secret to my success. When you gain access to your customer’s coveted email box, you’ve reached their inner sanctum.

Autoresponders further leverage email over time. I affectionately call autoresponders “Chinese Water Torture” because over time they have enormous power to change peoples’ minds. They shape opinions, build trust, erode sales resistance.

COPY IS STORED ENERGY. When the right person hits your page, even YEARS later, a chemical reaction takes place, and money changes hands.

Still, even if you try, you cannot fit everything you’d like into your sales letter. It couldn’t all possibly fit and still be organized. Most of my customers sell sophisticated products and highly capable services. There are probably dozens of stories you could tell, and almost no one is going to read them all at once.

You have rarely said everything that you really needed to say, or could say. Even a 20-pager only tells the main part of the story. If you can tell those other tidbits in an interesting way, in time you’ll have an opportunity to cover every base, every objection, every reason for buying.

Years ago Dan Kennedy famously said, “One good sales letter can furnish you with a comfortable lifestyle for years.”

This is almost true. True enough that I would say about half my income during the last five years is directly attributable to three or four sales letters. Believe me, there is definitely such a thing as a million dollar sales letter. I’ve written several.

But a sales letter stores only ONE FOURTH of your story-telling Power.

A sales letter working alone is like an 8-cylinder engine with half the spark plugs yanked out. The part that gets left unsaid is the supporting elements. Naturally you have to have a traffic source.

Google ads, organic listings, affiliates, whatever the original traffic source is fine. But over time, email has a power that is unrivaled by anything else. Especially when it tells STORIES. Trust-building touches, spice and personality, varied angles you take with your sales message… those are the things that cement customers.

I will give you a tour of my champion email marketing strategy, the Chinese Water Torture that erodes granite, that melts skepticism, that wins hearts and minds. That grinds away resistance of even the toughest customers and converts skeptics into raving fans. And I’ll give you turn-key templates you can use to build your own Autoresponder maze.

Module 7: Conquering Extreme Skepticism and Indecision with Extreme Proof – Even with the Toughest Customers!

Secret truth of many if not most marketing gurus:

They’ve only worked in markets where people for the most part are not skeptical. They don’t actually know how to sell to the “real world.” They only know how to sell their wares to Pink Koolaid Drinkers.

Now I’ll readily admit, you can make a comfortable living selling only to Kool-aid drinkers. Plus you can’t fault a guy for only picking battles he can win. But know this: “Business Opportunity” and “How to Make Money” type markets are not “skeptical” markets. Actually they’re loaded with gullible folks ripe for the picking.

A lot of gurus don’t know how to successfully sell to “real” people. Let alone hardened skeptics and results-driven executives and decision makers. They only know how to sell to crackheads.

But a minority of my marketing guru friends – and myself – cut their teeth in highly conservative, genuinely tough markets. Industries where hype is almost unheard of because it gets you absolutely nowhere.

That relentlessly demanding environment births a different breed of marketer. One who is fully prepared for all the challenges of the real world. Who can survive in any market, not just gullible ones. I found that my background in B2B, manufacturing and industrial sales – places where you must deliver the goods, or you’re out of a job – was an enormous asset in my work as a consultant.

And I haven’t gone soft by retreating to the “easy pickings”. My own customers are extremely demanding. If I ever made up BS about AdWords, people who test and track the way I teach would nail me to the wall.

I’ve always played in games that are technically demanding, have a high degree of skepticism and high sales resistance: Software developers, production managers, control system engineers, automotive plants and semiconductor manufacturers.

When a guy’s making Pentium chips in San Jose California and you send him a letter that says, “Why you should crawl buck naked over broken glass to buy my new manufacturing control software,” he takes one look at it, says “What the h—-?” and throws it in the waste basket.

That’s why during the last year I’ve minted a new approach to creating offers. This is largely a result of my 1-on-1 telephone consultations with Business-to-Business clients. Just yesterday I was on the phone with a software services company that sells $25,000 to $150,000 projects to Fortune 1000 companies.

They have TONS of competition and it’s hard for customers to tell the vendors apart.

In 40 minutes I gave that customer a structure for attaining an iron grip on his market. This formula…

• Eliminates risk for you, the service provider
• Eliminates risk for your customer
• Alters your positioning starting with the very first click, media exposure or conversation
• Gives your customer a “credibility jolt” that permanently marks you as someone to heed
• Visibly demonstrates to your customer that most of your competitors are platitude-spewing, me-too wannabes walking around with Power Point presentations and industry jargon… that at the core they’re mere pretenders.

Once you make this shift, your customers won’t put up with your competitors’ mediocrity anymore. You raise the standard in your business and break clean away from the pack.

Finally, I’ll close out this segment of the seminar with a case study of a tiny West Coast firm that grabbed 90% market share away from an $11 BILLION rival.

Date: Saturday 11 September through Sunday 12 September.

Cost: LOCK IN YOUR REGISTRATION NOW – it’s only £2075 if you register now.

And I’ve added a super-unique twist:

You can join forces with a friend or fellow business owner – make him or her your “Study Buddy” – and both of you can come together for the price of one!

Why am I doing this???

Because very recently, I learned that when you learn new concepts with a friend who’s in a different business than you are (not your own biz partner) – when you discuss what you’ve discovered and hold each other accountable – your ability to absorb and apply all you’ve learned multiplies exponentially.

So I’m literally inviting you to find another friend and split the cost with him or her – so BOTH of you can come on the same ticket.

There’s just one stipulation: your Study Buddy has to be someone you know. Can’t be somebody you found at the train station or in an online discussion forum someplace.

With that understanding, the cost of the seminar is 2 for the price of 1.

Click Here to Register for the 11-12 September 2 Day Option

10 September: Optional Private “Swiss Army Knife” hands-on Hot Seat Workshop. LIMIT: 8 HOT SEATS. (All others will be there as observers). I’ll personally help you re-engineer your business, your offers and your marketing message on the spot. We’ll transport you to entirely new realms of effectiveness and creativity. You’ll walk out of the room with ready-to-go, bolt-on copy and offers. You can send out an email the very next morning and have brand new cash in your bank account by Thursday 16 September. Cost for 10 September Optional Swiss Army Knife hands-on Hot Seat Workshop + 11 & 12 September Seminar is £3875. If you wish to come to the Swiss Army Knife workshop as an observer only, then the price for all 3 days is £3075. The same guarantee applies to the Swiss Army Knife workshop as to the rest of the seminar: If by the end of Friday 10 September you don’t feel right down to your toes that this has already been the most stimulating, MOST ADVANCED online marketing seminar ever held in the UK; If you’re not riveted to your seat anticipating Saturday’s advanced material… …Then you can get your money back just for asking. Plus I’ll write you a £400 check for your air fare, if you flew to London from outside the UK. That’s how confident I am that this seminar will be absolutely KILLER.

Come on and join me in London, September 10-12 2010. This is a totally unique event that will never be repeated again. I can’t wait to shake your hand. And arm you to the teeth with State Of The Art marketing know-how.

Perry Marshall

Click Here to Register for the 2-day Seminar Experience

Click Here to Register for the 3-day Seminar w/ Hotseat Observation

Click Here to Register for the 3-day Seminar w/ Hotseat Participation

Frequently Asked Questions

Q: Are there discounts for Perry Marshall Members?

A: Yes. Renaissance Club members get 10% off. Mastermind Club members get 20% off. Alumni Club members get 30% off. Roundtable members get 70% off.

Q: Where will the seminar be held?

A: In London. The exact location is still TBA. All who register will be informed of the location as soon as it is available.

Q: Can I bring a spouse or partner?

A: Yes, you may bring one (1) spouse or partner for no extra charge.

Q: How does the “Study Buddy” plan work?

A: You may bring one person NOT in your company and not a spouse, also for no extra charge.

Q: Can my Study Buddy bring a spouse or partner?

A: Yes, they may bring one (1) spouse or partner for no extra charge.

Q: Is a payment plan available?

A: Yes. You can divide the total into 3 monthly payments for a surcharge of 10%.

Q: Who should and should not come to this?

A: This is not for beginners or “newbies.” This is Marketing 301, 401 and Graduate School. It’s for intermediate and advanced marketers with real growing businesses who want to network with razor sharp people and advance well beyond the “normal and customary.” It’s also for people who seek to reduce the complexity to a manageable, comprehensible, streamlined approach.

Click Here to Register for the 2-day Seminar Experience

Click Here to Register for the 3-day Seminar w/ Hotseat Observation

Click Here to Register for the 3-day Seminar w/ Hotseat Participation