Msg: 6564 *Conference*

05-28-96 09:59:52

From: RICHARD HANSON

To : TOD FYTEN

Subj: REPLY TO MSG #6563 (MODEL 100)

How's business?  New business is being ston-walled by old buisness.  In other
words, I am overwhelmed with way too much old business to be able to get a
handle on new business.  It's quite frustrating.  However, I am pushing forward
on cleaning up the old business "without" taking on any new projects.  I
suspect that I will soon be able to see a light at the top of the hole.

TOON-T is back together, thanks to Don't Workshop and $1,600.  I still have to
take it appart, repaint some parts, and chrome other parts.  On the flip side,
I've set up a trade with a chrome shop in San Rafael.  I actively market their
service and they chrome everything I send them.  Thus far, the trade is going
find.  I've already caused some of my hot rod friends to go to them for
business.  And, of course, I make sure they know that those folks were brought
by me.

It's one thing to cause something to happen.  It's another story, altogether,
to make things attributable to you, and you alone.  That's the key in offering
marketing services.  If the client doesn't have a "clear picture" and is not
"constantly reminded" that you are bringing him business then he will not, in
any way whatsoever, give you any credit for that business.  Business people
tend to go "brain dead" about this relationship ... regardless of the facts of
marketing and advertising.

Since you're into marketing your beer, allow me to share a few books on the
subject of marketing and advertising.

"The 22 Immutable Laws of Marketing: Violate them at your own risk!" by Al Ries
& Jack Trout, ISBN 0-88730-592-X

"Guerrilla Marketing: Secrets for making big profits from your small business."
by Jay Cinrad Levinson, ISBN 0-395-64496-8

"The Guerrilla Marketing Handbook." by Jay Levinson & Seth Godin, ISBN
0-395-70013-2

"Guerrilla Advertising: Cost-effective tactics for small businesss success." by
Jay Conrad Levinson, ISBN 0-395-68718-7

---

All the best... -Rick-