Breaking Through the Clutter Factor

by | Jun 9, 2023 | Blog

Chet always said that your prospects are being bombarded with 40,000 commercial messages a day.

That was before social media. Now, 3.8 Billion people have a voice and are constantly posting.

If you feel like your prospects aren’t replying to you, or you’re having a hard time getting appointments…

It’s because the Clutter Factor is INSANE.

This week’s episode is POWER PACKED, having been released on New York radio station WOR 710 Mind Your Business with Yitzchok Saftlas.

Straight from the Ultimate Sales Machine you will discover the tried-and-tested strategies that will help you rise above the noise, captivate your audience, and leave your competitors in awe.

You will learn:
-A follow up technique that helps overcome the fact that 80% of leads from events are never followed up on.
-How to pierce through the clutter factor with greater ease
-How to leverage your community and create engaging content to boost your ROI

This episode is packed with actionable secrets that can help you transform your marketing efforts into a powerful sales engine.

Tune in to our podcast today and uncover the steps you need to dominate your market.

Remember, success favors those who take action.


Continued Learning:  5 Reasons People Don’t Buy From You


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*this transcript was mostly generated by AI, please excuse any mistakes smile

Amanda:  Hi, this is Amanda Holmes, co-author of the Ultimate Sales Machine with Chet Holmes. We’re going to talk about the seven must of marketing. The reason why you are not getting the attention of your prospects like you want to, you’re not creating the ROI like you need to. These are going to give helpful secrets that you can take action on immediately.

Here is your daily dose of the Ultimate Sales machine coming to you from the new edition. Visit ultimate sales to get your copy or multiple copies. Hi, I’m your host, Amanda Holmes, CEO of Chet Holmes International. What you’re about to learn has assisted a quarter of a million businesses to generate billions of dollars working faster, better, smarter.

Host: Without further ado, getting to tonight’s incredible guests.

Amanda Holmes. Now it’s, you know, really interesting how the world operates because I read her dad’s book, Chet Holmes, and of course Amanda now is the c e O of Chet Holmes International. Uh, I’ve read the book years ago and I’ve recommended it to many dozens of people [00:01:00] as being the go-to book. Now, I’m not officially gonna say, Skip college and read the book.

I’m, I’m not, I’m not saying that there’s, there’s, you know, the people that learn and have a learning mindset are the ones that get ahead. In fact, Chet, Chet says only 10%. Right? I think I got that right, Amanda. Yep. It’s only, absolutely, only 10% of the people have a learning mindset. What a shame, how sad.

Because if you have a learning mindset, you grow, you scale. You, you’re, you’re, you just, you, you just, you see new opportunities and you get to new opportunities because you’re always listening. But, So I read that book and have recommended it to many, many people cuz an incredible book. Amanda has assumed the role of c e o at shed Holmes International and has re-released the book, the Ultimate Sales Machine Turbocharge Your Business with Relentless Focus on 12 key strategies.

In fact, I’m deeply honored that a, a [00:02:00] line of mine was included in the new release. I, I, I, I’m, I’m so touched and so honored. Because it was, oh, and then I had the opportunity to be at a Jeffrey Hazlet conference and Amanda was there like, whoa, hello. Hi. So, and from there, she’s been on the show here a couple of times, and from time to time we just have to have her back on the set because she has so much information to share.

And tonight in particular, we wanna talk about the new release and in. In particular, we’re gonna zoom in to chapter seven. So first of all, welcome back to Mind Your Business, Amanda. 

Amanda: Oh, it’s always a pleasure. You know, I, we’ve assisted hundreds of thousands of businesses worldwide and I speak to so many of them, and yet, You are in the top 10, I would have to say, as people that actually live and breathe, where ultimate sales machine is part of their dna.

So I, it was an honor to be able to meet you and be able to put you into the book 

Host: to celebrate you. Thank you, [00:03:00] thank you, thank you. And by the way, I’ll just share with people what, what’s my trick? Is that I read it and reread it and I, of course I also have the audio books and I listen to it. And that’s how you get it into, into your d n A if, if you wanna make something part of you, you gotta go back at it.

Not like, and in fact, Chet shares this in, uh, I think it’s chapter one or chapter two, he says, I don’t wanna hear that you heard it already. I wanna hear that you implemented it. 

Amanda: Absolutely. I, I mean, his coined phrase, Mara, isn’t about doing 4,000 different things, is about doing 12 things 4,000 times. Right.

Host: And that’s, that’s such an incredible insight because so many people, it’s like one and done. I tried it, Amanda, I tried it, it didn’t work. What do you mean? You tried it? Yeah. Yeah. Let me hear You tried it once, right? Yeah, I tried it once. Didn’t work. Oh, come on. You’re wasting my time. Yep. Okay. Chapter seven.

Now again, we’re talking about the ultimate sales machine. Of course, it’s available on [00:04:00] Amazon and and bookstores nationwide. The ultimate sales machine. Charge your business with relentless focus on 12 key strategies each chapter. Is a book and it is of itself. But we’re going to zero in on chapter seven, which is this new seven Musts of Marketing and a special Thank you and kudos to Amanda who have broken out the chapter.

Because when the book was written, the, the original book was written what, in 92? 91? 

Amanda: No, no. Uh, it was around 2007. So, 15 years ago, my father really built this infrastructure around a time when the internet wasn’t really something that we were doing a lot of commerce on. So when I had to rewrite it, I mean, can I give you a bit of market data on this?

What it was, please, universal today? Yeah. So 15 years ago, the average company was on seven different marketing mediums to promote their business. Seven. Today we’re on an average of 13 with five social media channels and three paid [00:05:00] advertising sites. We are doing double the amount of work and yet for a fraction of the results because, so 15 years ago, my father would talk about there’s 40,000 commercial messages.

Hitting your prospect every day. That was before 3.8 billion people decided that they needed to have a voice on social media, right? 3.8 billion social media pages online today. So you are not only competing with all of those, and so now you’re competing with all the. The consumers, but you’re also competing with triple the amount of businesses because just on Facebook alone, right?

There were 3 million users, uh, promoting their businesses on Facebook using ads four years ago. Now there’s 9 million. So the amount of my father called it the clutter factor. The clutter factor has gotten so high. If you’re saying. I wonder why my prospects don’t hear me. I wonder why I’m not getting responses when I call them, when I do marketing, why aren’t they responding?

It’s because of [00:06:00] the clutter factor. That’s why chapter seven is critical, and also this concept that you really have to know. Who you’re speaking to. Because if you know who you’re speaking to, then you have to speak to them specifically cuz when you market to everyone, you market to know one. And then where does that message land so that they know so that you are actually speaking to where they are instead of just speaking it out into the universe.

And incredible years prospects don’t spend time there 

Host: so precise. So, So, I mean, you just say it like it is, as your dad would say it. Um, before we get into the, I don’t wanna say nitty gritty, but the key elements of marketing on page 1 35, there is the issue and, and the, the, the concept of the core story Now that is so critical because everything will be driven through that.

Can you explain the core story and how does someone build their core story? 

Amanda: Oh my goodness. Okay, so, um, let’s say that you were in a stadium [00:07:00] full of your prospects, and if I were to hand you a mic right now, would you be able to say hello? My, the talk, the title of my talk is blank. Majority of Businesses.

When given that opportunity would say something along the lines of, hello, we’ve been in business for 12 years. This is what we do to support prospects and clients alike. This is the product or service that we do. We’re great. So this is all about me, myself and I, we call it the me we syndrome, which will only get 3% of the marketplace, right?

3% are in the buying now category, 7% are open to it. The next 30%. Aren’t interested. The next 30% think they’re not, they’re not interested. And the last 30% are definitely not interested. So 90% of that stadium will get up and walk out as soon as you’ve talked about just you. Right? So what core story is, is it’s a way of educating your prospect.

All of the buyer’s pyramid. Those that aren’t thinking about you, think that they’re not interested, they’re definitely not [00:08:00] interested, and it educates them into the buying now category using a blend of. Market data because our world has gotten so critical because of the internet, right? We don’t trust anything.

We don’t trust the government. We don’t trust laws and regulations and big corporations. So the data is something that builds the trust, cuz you want that logical side of. Science. Mm-hmm. And then you wanna back up by story because that’s what we remember, right? Our whole history is told in stories so that we will remember it and retain it.

So with the blend of the logical and the emotional side, whether you’re talking to somebody that’s more logical or more emotional, it will lead to you as the only logical conclusion.

So that is what core story is, is telling that story that. Takes anybody that’s listening to you, grabs them with an intriguing story and leads them to you as the only logical conclusion.

Host: We’re speaking with Amanda Holmes and of course we’re talking about her brand [00:09:00] new release. The Ultimate Sales Machine turbocharge your business with relentless focus on 12 key strategies. It was originally written by Che Holmes and is a brand new re-release with Amanda Holmes. Um, And of course she is the C e o Che Homes International Mind Your Business with the Looks afters, radio around seven 10 w r, the voice of New York, and of course, throughout the world on the powerful iHeartRadio Network enemy.

Hello, hello to those watching this episode on YouTube. On YouTube. We’re at seven 10 w r Mind your business. And by the way, put, put your, put your thoughts in the comments below. You agree with something Amanda says. Yeah, that’s nice. Put a comment. You disagree. It’s okay. She can handle it. And, but she might respond.

She might let you know, like, You know, Hey, here’s, Hey buddy, here’s why you’re wrong. So, so it’s okay to give us, we love feedback all the time. Um, okay. Before the break, we were talking about, uh, chapter seven in the new release of the Ultimate Sales Machine. [00:10:00] Turbocharge your business with relentless focus on 12 key strategies.

And of course we spoke about the critical concept, which is spoken about in chapter four, the core story building your core story. So Amanda, 

before we get into some specific strategies and tactics regarding marketing, perhaps I could just turn to you what is either the biggest mistake or some of the key mistakes that businesses unfortunately continue to make in their marketing?

Amanda: Yes, so we have the shiny object syndrome so intensely, right? Because we used to have only seven marketing mediums, and now we have more like 17, 18 marketing mediums. How do we know that the marketing that we’re doing is generating an roi? Well, my father had a five point checklist that he put into the original book.

We decided to take that and implement it through every marketing medium because we have lost touch with the actual point of marketing. So [00:11:00] it’s very simple. These five point checklists, we call it the five prong checklist to determine that your marketing is generating an roi, number one. You want to target your buyers.

We had a client at a New Jersey that used to go to this trade show every year, and they spent a million dollars on this trade show. Hmm. But I’m sure many of you spend less on a trade show, but you go every year because you’re used to that, uh, that place. Right. We did a audit of their revenue that they generated from that they spent a million and they only generated $60,000 from that trade show.

And so we begged to the question, are your target buyers even at this trade show? And the answer was no. Ouch. So why are we marketing there? So step number one, target your buyers. Where are they? Where do they spend their time online? Where do they spend their time offline? Who are the influencers that they watch?

What are the Facebook groups that they’re a part of? Uh, what golfing club are they a part of? Right? So where exactly are your buyers? Then step number two is [00:12:00] capture leads. You have to grab their attention and get, whether it’s an email, whether it’s their phone number, whether it’s following them on a social media platform.

The second step, if you don’t capture their information, then you’ll never get. You’ll never follow up, right? How many of you meet somebody in an event? 80% of leads that are generated from an event are never followed up on 80%. So I’ll give you a real great tip right now. Are you ready for this Zel? Yeah.

So you meet somebody and you go, wow, it was really nice to meet you. Let’s do something fun. Okay? So you pull up your phone, you open it up as if you’re going to take a selfie and you say, let’s do something fun. And you tell them to smile. Okay, smiley itself. Okay? Okay. And then you say, I’ll text it to you.

What’s your number? And you just hold brilliant. And you wait. For them. You’re assuming the sale, right? That you’re getting their cell phone. I have done this with leaders of Industries. I’ve done this with nine figure CEOs, billion dollar executives in the automotive [00:13:00] industry. Time and time again, they go, wow, that was brilliant and it didn’t cost you a dime.

That was your first thing. That won’t cost you a dime that you’re about to learn from this. I’ll give you more in this interview, but. We call it the signature selfie. It’s so simple, and yet we forget. We give them a business card and then they never follow up. You never follow up. Same with, and I’m gonna make this relevant in web presence.

That’s one of the seven muscles of marketing your web presence. How many of you have a website that has no way to capture their email? The number one thing that your website should do is give you the opportunity to continue to go on dates and what our dates, dates are. Once you get their email, then you send them another email, and then you follow up with another email.

And if they’re gonna buy, they’re gonna buy regardless. If some that weren’t gonna buy, but would be willing to give you your email in exchange for something of value, then you’re growing your list. Then you get more opportunities to get up to back, right? So every website should have. Something engaging.

And that’s where it ties back to that stadium pitch that I had talked about [00:14:00] earlier. That core story. What education are you giving them? You’re not just saying, Hey, would you like to subscribe so we can tell you every time we wanna pitch you something. No, it’s something of value. So I’ll give you an example of chat

If you go there, you’ll see there is a uh, call out that says, would you like to know the biggest thing holding you back from doubling your sales in the next 12 months? Put your name and email in and we will give you. Results on what could be holding you back. That gets a conversion rate of, on average, about 13%.

And I will tell you that is wow. Right? I saw your face go. Wow. Majority of people get about a 1.5% conversion rate from, and 

Host: even less and 

Amanda: many less. Thank you when majority don’t even have an opt-in on their website at all, so you’re not even getting up at all of the money that you’re spending and all the efforts you are making to get people to get to your website.

They’re not even engaging or giving you anything in return, so you have to make sure that you capture those leads. That is step number two. 

Do you wanna say anything before I go to? No. Good. 

Host: Keep on going. Okay. 

Amanda: Okay. Number three is educate, [00:15:00] right? We teach this, stop selling, start educating because of things like Amazon, right?

I call it the deaths. Star of the traditional commission breast salesperson, because 97% of our prospects don’t wanna be sold to anymore. They want to be educated. Why? Because they can go online today and they can purchase something on Amazon without having to talk to a sales rep. People are buying houses and cars without having to talk to a sales rep.

This is absurd for any person that’s used to or has been selling for a decade or more. We are. Flabbergasted by this concept. So what are you doing to educate your prospects so that they see your information and they’re willing to raise their hand and say, yes, I wanna talk to a salesperson. The average B2B consumer consumes five pieces of content before they raise their hand and say, okay, I’d like to talk to a sales rep.

What doing 

Host: to. And, and sorry to interrupt. So especially in the B2B space, even though it’s in the B2C space as well, but in b2b, the fact that people wanna deal with an influencer, with a thought leader, I [00:16:00] wanna see through the education that you are providing, that you really, you know, the industry well, I wanna do business with you.

Amanda: It’s amazing. Because of the ability to publish today and all the mediums that we have. Right. 

So then number four is interact a ton and foster community because we have the ability to have communities unlike ever before. Now communities are selling it. You don’t even have to sell it. I, I’ve keyed for the last.

Three D L P capital events. It’s the, the C E O is 37 years old. His name is Don Wener, and they have a billion dollars in real estate. They’ve hit the ink 5,000 list 10 years in a row. This 37 year old, it’s absurd. And when I go there and I look at the community every quarter he has an event and the community sells the prospects on his services.

It’s not even him doing it. It’s magnificent. The ability of what we can do with communities today and interacting a ton. What can you do to interact more? You want to create the number one goal of marketing, [00:17:00] regardless of if we’re marketing on a spaceship to Mars, whether it is an AI bot, the number one goal of marketing is to create top of mind awareness so that as soon as a prospect thinks, oh, I need a product or service like yours, you are the first one that they think of.

That is why you are posting on social. That is why you’re sending out emails. That is why you’re doing ads, because you’re want to create top of mind awareness. So four is interacting a ton and re-engaging. And then number five, convert to sales of all of these steps. Don’t lead to a conversion of sales.

Then you are in the wrong place, marketing to the wrong people and not doing the steps. So if you ever feel like. Wow. I don’t think I have this marketing medium in the right place or something’s off. You can always go to Ultimate Sales Machine chapter seven, and you’ll see those five prong checklists to determine if you are getting the ROI you want from your marketing.


Host: Wow. My guest this evening is Amanda [00:18:00] Holmes. She is the c e O of Chet Holmes International. And we’re talking about the new release, the release, the re-release of the Ultimate Sales Machine. Turbocharge your business with relentless focus on 12 key strategies. Perhaps the greatest business book.

Ever written. And the, uh, in particular, tonight we’re focusing on the seven musts of marketing, which of course is chapter seven in the book. Um, and the previous few segments of tonight’s show, we were talking about the core story and the checklist, the important checklist. That’s, that one must always factor in when they do a marketing campaign.

And, uh, it was just, You know, it’s, it, you know, when Amanda was sharing it, like some of the things are like, duh, like it’s basic, but no, it’s violated on. I mean, she, she, she spoke about a client, obviously no names here, some, a client that was going to a trade show, investing a million dollars in going to a specific trade show, and the return was [00:19:00] $60,000.

Now on the balance sheet, That’s no good. No. The, uh, the C p A will show up and gave pooch po. You can’t do that. You can’t spend a million dollars and make $60,000. That’s, that’s, that’s basic arithmetic right there. 

Amanda: I kept telling them, give me that to spend on ads, and I will knock your world out of the park hark.

Host: So you gotta know if you’re reaching your audience, that’s like number one. Number one, whether she’s gonna talk about direct mail soon. Direct mail’s not dead, but you gotta have a great list. If you ha if your list is dead, don’t waste your money. Don’t waste a penny. Not the, don’t waste a dollar. Don’t test.

Don’t waste a penny. It starts with the list. So, uh, the previous few segments. We, we, we addressed quite a bit. Now we’re jumping into the seven musts of marketing. We’re gonna go through certain marketing mediums that are used day in and day out. 

Now, print media, we know, is not as strong as it was when the book [00:20:00] is released back in oh seven.

Um, however, it’s not dead by any means. There are, you know, there, there are certainly major publications, uh, that are out there and doing quite well for specific reasons. And, and so, so now we’re going to, we’re first going to discuss print. Advertising because there is an art and a science to it. And if it’s, well, yeah, okay, ready?

Amanda: I, I have to talk about this cuz I find this fascinating. Yes. So in part of, so it took me four years to rewrite my father’s book. And one of the things that I just, his methodologies are so timeless, the strategy because it’s based in strategic thinking rather than just being the tactical, here’s what you need to do with every tactic.

That’s why so many people have referred it for the last. 15 years, right? It’s just word of mouth because people love the book so much. So I took what my father taught about radio ads and I proved that the same concept. I took the same radio ad copy and I put it into a Facebook ad and it [00:21:00] converted, it Inc.

Incre or it decreased our cost per lead by 30%. I went, yes. It’s proven that this, it’s just the mediums that changed. So what my father taught that he was doing, selling advertising for a well-known billionaire by the name of Charlie Munger. Yes. Co-chairman of Berkshire Hathaway. That same ads that he was doing in newspapers, I now prove the same thing in Instagram reels in, uh, LinkedIn posts, right?

In LinkedIn messages and YouTube ads.

It’s all, it’s the same concepts. I can give it to you an example of this. 

Would you like that? Of course. 

So my father talks about advertising. So rule number one, it must be distinctive. And one of the things that makes it distinctive. 

So when you have an ad that actually has some kind of human element, it’s one thing to show, let’s say a mug, and you’re selling Yeti as a mug.

It’s another thing for a person to be holding the mug and look so happy that they’re holding the mug. It makes it more human. 

Mm-hmm. So, and every time. That I like, let’s say on [00:22:00] Instagram reel, if I’m posting on Instagram, I will make sure that if the product doesn’t have like, we’ll, we’ll be promoting the book.

I will make sure that the book has somebody holding the book nice. On an Instagram reel or on Instagram. You can also have like moving people. So I’ll have a moving person dancing next to the book. Why? Because I know that my father proved it from generations prior, that when you have a human element in your ads, it makes ’em more distinctive and it makes ’em more relatable.

Therefore people are more engaged. Right. And I’ve proven it. It just, it’s just the tactics that are minor changes. I can go to rule number two if you say anything. Yes, please. Yes, please. Okay. 

So rule number two is you wanna capture the attention with a screaming Headline. So we go back to that stadium pitch concept.

So, um, we had a client that, that, uh, said, Humans are going extinct. Learn the three things that are making humans go extinct. Now obviously that’s a a pretty head turning title and you gotta go, what [00:23:00] do these people have to say? And then the rule number three is you have to get their engagement and allow them to want to read more.

So in this education, it led with an education back to those five prongs. Right? An education around how. We don’t have the proper nutrition. And then it led into the fact that they sold supplements, right? But what did we do? We grabbed the attention of everyone with a head turning title. Now today, what I love about these, these three steps, so it must be distinctive, um, it must have a head turning title, and then it must have something that.

Educates them in the body copy that makes ’em wanna read further. Mm-hmm. So all three of these steps can be proven with every social media post you put out, every email you put out. So for me, in my organization every time, and we post on social, you know, one, if not two times a day, that is the perfect reading ground to see.

We track how many impressions, how many views, how many likes, how many comments, how many shares, how many saves, how many. [00:24:00] Um, clicks and with every single post as we’re tracking them, we can identify this one went soft viral. That is what we need to use now for our ads. So then we’ll put money behind the ads, but we’ll test it with the content amidst each um, medium.

That is such a great way cuz you think, okay, this is going to be distinctive. We think this is gonna be a good head turning title. But now because we have the platforms to be able to test, it allows us the ability to get more information out more regularly to create that top of mind awareness. And then you actually have to track it.

Cuz majority of people just post, they go, oh my gosh, I have to post on social. I guess I will post on Facebook. And then they drudge their way through something. And how many of you actually go back and look? How many people have liked that? Who has liked that? Who has commented? I got a billion dollar client from a Facebook ad where the person was asking about the pricing of a sum product, and I followed [00:25:00] up and it turned out that he ran a multi-billion dollar company.

He was in his late sixties. I couldn’t get him on email. I couldn’t get him, uh, even when I had his phone number, but I could talk to him on Facebook Messenger. So there’s something to be had about following up with those that we just don’t think about. Or even if you’re getting four likes here, five comments there, and it doesn’t seem like it hasn’t gone viral.

That is a perfect breeding ground to prove the three advertising rules. Right. Must be distinctive, must have a great head turning title, and the body copy must engage them to want to. Uh, take a next step 

Host: now, Amanda, because I know the book. I can’t say know it by heart, but I of course, I know Rule number four.

The call to action never forget. Yeah. Ah, let’s get the, 

Amanda: yeah. If you don’t have the call to action, what are you doing? I’m so sorry. 

Host: Call’s. Ok. Action. That’s ok. That’s okay. Well, you, you were testing me there. I know. 

Amanda: Well, it’s shocking how many people forget these [00:26:00] simple steps, Yeah. Yeah. And you see it everywhere.

It doesn’t matter where, what kind of ads, like I just, billboards still just baffle me. Yeah. And it, there’s still a place for billboards. Sure. Absolutely. But if you don’t have a strong call to action, then what is the point? If it’s just the right, if it’s just the logo and then you don’t, my father used to say it all the time.

We’d, drive around and he’d look at that ad and he’d be like, what does that even say? What does that even 

Host: mean? And I remember one at one of his conferences, he said there was a headline and a and an ad. Thoughts are things? What’s that? What thoughts are things? Come on, who’s gonna, even, they just turned the page.

Thoughts are things, 

Amanda: I was just looking, I was looking at one on a bus and it was just an epic failure because the call to action was in between the two buses, so you couldn’t read the call to action, right? I thought, oh my gosh, if you’re going to pay to be on a bus, you don’t want the wrap to be covering the call to action.

And, and you have to be really clear if, [00:27:00] if it’s an ad or if it. Making sure that that call to action is really simple and easy to find. Spell right. If it’s an auditory, if it’s something on a, on, uh, like here, if we’re on the radio, you have to repeat it three times or less. That’s right. Or three times or more to make 

Host: sure more and, and has to be very, very memorable.

Especially if it’s on a billboard. If you’re gonna have a, a, an 800 number, let’s say one 800 call now or something like that, fine, that’s great. But it’s 1-800-49278 come on. Who’s remembering that? You know? And yeah. And you certainly hope that the guy’s not writing it down or the, the, the, the individual’s not writing it down while they’re driving.

It’s like, you just gotta make sure it’s memorable. 

Amanda: And, and, and that also speaks to QR codes, right? QR codes, because of Covid became very popular. Now everybody wants to use a QR code. I find that from my, from my, um, keynotes when I’m talking in front of, Five, 600 people that if I put a text message, text this word to this number, I will get, [00:28:00] I get usually around a 70% conversion of people that I’m speaking to that I then get their cell phone number and majority of people that go out there and speak if you’re speaking at a lunch and learn, if you happen to get in front of a trade show group of people, and you have no way to capture those leads.

Right. Step number two of the five prong. Then you’re doing something off. You need to make sure that you have that call to action. 

Host: Amazing. Okay. 

We spend time talking about advertising. Perhaps we can get to, uh, a favorite topic because there are strong opinions out there on this. Direct mail in 2023 direct 

Amanda: mail.

So now that our inbox, our digital inbox is so full with mail, right? I think it’s something around like 3 billion messages are sent every 60 seconds. It’s something absurd. And 60% of that is, is spam. Um, uh, now our physical mailbox. Is not as full, right? So it’s such a great [00:29:00] place, right? But you have to know how to do it correctly, right?

Because so many people will send a piece of mail. It doesn’t se look like it’s personalized. Personalization is, that’s one of the themes of this next year is can you personalize but do it in a way that’s automated? So I’ve seen now where you can have it where it looks like it’s handwritten letter.

That’s great. Yeah. Why not? Right? AI can actually assist to pull things from the internet to say, Hey, this is something specific about a person, but then there can be mass messages. Uh, so how can we personalize? Um, and then, right. 

Host: And of course, of course, with variable v uh, V D P, variable data printing, we’re automatically throughout a direct mail piece.

You could put someone’s name in throughout v dp variable data printing. Yeah. And deleting printers. Leading printers are able to do this. It’s not just match mailing anymore. It’s that throughout the piece on the direct mail card. I think they could even, of course, match if there’s an internet picture.

Pull the [00:30:00] picture of the person that and put it on the piece. How impactful is that? You get a piece that has your picture on it. Now of course you gotta make sure that it’s done right cuz you put someone else’s picture, your toast. 

Amanda: Well this, this is an important point. So this also kind of crosses into chapters nine and six, around the Dream 100.

Yeah. So when my father first came out with this concept, it’s the fastest, least expensive way to double sales and it’s the single strategy that has doubled the sales for more companies than any other. What he did was he analyzed 2200 leads that came up with only the top 167 that purchased 95% of the space.

So instead of going after 2200, he led an intensive effort on just 167. That’s where Dream 100 was invented. Now, as I’ve watched over the last eight years of being c e o, people deploy Dream 100 s. We find that they get so overwhelmed with a hundred people that they wanna focus on a a smaller amount. Who is one person that could completely change your world?

If you got [00:31:00] that one person. So, uh, um, I love this story. Tom Shaf, who, uh, has done consulting with us in the past, he had a client that had 950, or no, sorry, 966 clients. Um, and after analyzing it, he realized that 950 of those clients sh were break even clients. So he said, I recommend you fire 950 of your clients and you go after these three businesses.

And they looked at him like, What are you smoking? Like that is crazy, right? And it was a high, a high eight figure business, and they led an intensive effort, dream One, and that one client, they won and it produced another a hundred million dollars into their business. They doubled sales from just one client.

So when we talk about direct mail, who are one, I call it the target 12. Who are 12 people that because of the internet today, you have more information about them than you ever have before. If my father had the amount of information that we [00:32:00] have today about prospects, oh, can’t even imagine what he’d do.

But you can be so specific to a person. So I’ll give you an example of this. One of our clients is, um, ClickFunnels. So Russell Brunson’s, a fairly well known, you know, multi New York Times bestselling author. They have a million people that follow them, very well known that went from zero to a hundred million in four years using the Stream 100 approach.

Mm-hmm. Now I decided that I wanted to dream 100 him. So I knew that he has a love of books. He posts about it all the time, how he loves books. He loves books, and he’s been a very big usher for Dream 100 to the Next Generation. After my father passed. He talks about it a lot in his books and in his, um, content.

So I had a book. That my father had written that he believed to be the best book he’d ever written, and it was never released. Hmm. It still isn’t, hasn’t been released yet. Hmm. Um, it’s a, it’s a little bit promiscuous and I was telling Russell about it and saying, you know, I don’t, I don’t think I could ever release this because it, it’s, it’s a little [00:33:00] bit edgy.

And Russell said, well, I’d, I’d love to read it. Do you think I could read it? Because he was such a fan of my father in Dream 100. And so I had printed just for him a copy of that never published book. Okay. And I sent it to him via e uh, via mail. And that cost me about $5. And he said it was one of the best gifts he’s ever gotten from somebody, right?

So there’s one thing to gift. There’s a lot of people that gift today in direct mail, that’s something very expensive. And then they feel that they’re. Obligated to do something back and it can create some tension. What my father did with Dream 100 is how can we outsmart the competition? How can we do something clever that shows that we’re listening, that we’re engaging with them, that we’re entertaining?

Because everyone else is just saying, Hey, I wanna pitch you. Hey, I wanna pitch you. What if instead, like you’re saying, you get a, a, um, a picture of you and somebody you love that’s made, that can be made on an app today, right? It costs you 99 cents to download the app and it [00:34:00] turns it into a beautiful painting, and then you send that to your prospect and that costs you maybe $10, and then you have 12 of those people and you continually follow up.

This is critical pigheaded discipline and determination, which I, I love what you say after that. You wanna say it, PhD. Yes. But then also you’re 

Host: Oh, right, yeah. But it’s not kosher to eat. It’s for my community. But it’s, but the, but the lesson is kosher. Yes. 

Amanda: I love that. So, so with direct mail, direct mail is such a great way to.

Leave a lasting impression that they’ll always remember somebody sent me socks with my face on them, and I, every time I open my sock drawer, I will continually think of Dennis U. I’m like, I will never forget Dennis U because he sent me socks with my face. I have never worn them. I think they’re crazy a bit.

I’m, I’m not the type to wear socks with my face on them, but it, it will always create him as top of mind in my head. So what can you do to [00:35:00] be out of the box but yet send them a box? Ah, no pun intended. And, and, and show them that you are listening, that you are thinking about them, that you care about them, and that you actually wanna provide them value with every step, whether it’s advertising, whether it’s trade show booths, whether it’s direct mail, whether it’s emails, whether it’s social media posts.

You should show that you care. 

Host: Wow. Tonight’s guest, Amanda Holmes, were talking about the re-release of her dad’s book, one of the greatest business books of All time. The Ultimate Sales Machine Turbocharge Your Business with Relentless Focus on 12 key strategies. Now 12 key strategies. He has 12 key chapters inside the book.

She has because it, she wrote it with her dad now. Each one deserves its own show, if not more. But tonight specifically we’re talking about the seven Must of Marketing, which happens to be incidentally, chapter seven in the book, in [00:36:00] the new release, it’s broken into two parts because she took what, what, what her dad wrote in 2007 when it was released, and.

Of course broke that out because now we’re in 2023 and there’s a lot of new technology out there, which has to be factored in to any marketing approach that a company will do in order to be effective. Amanda, we have only around seven, eight minutes left and not enough time to get everything in, but we’re gonna try.

Okay. So yes. Okay. 

Now the seven muscle marketing. In previous segments, we spoke about advertising and direct mail. Number three is, Corporate literature, brochures, promotional pieces, books, eBooks. Let’s talk about that and then we’ll get to 4 5 67. 

Amanda: Yeah. Um, sorry, I think that’s the old one. We, we changed it into market education, so that can also include books, podcasts, yes.

Right. Just this general topic of like what we talked about in the first section of how are you stop [00:37:00] selling and start educating your prospect. What are you going to do? So I, I can give you an example that blends that one with personal contact. So we had a client that went out to, to prospects that had already said no to their services.

So they had already gotten a, um, a proposal and it was sitting on the table just kind of gathering dust. So they came back and they said, We’ve done a study and we’ve surveyed clients just like yours to find out the five biggest things that your farm could lose revenue on, and they were all farmers.

They were selling, uh, tractor equipment. And, uh, instead of saying, Hey, I’d like to pitch you, I know the proposals sitting there on your kitchen table. Can we talk about it? Right? Can we talk about the proposal? Can we talk about No, they don’t wanna talk about the proposal. So you need to cut it from an educational place, right?

So instead that per that, um, his name is Troy Aberly. He started educating on the five ways you could lose revenue on your farm. And [00:38:00] every single person said yes to him Within six weeks. He got the appointment and closed ’em on that proposal that they had said no to. He generated 8.4 million in six weeks and then generated another 42 million over seven months, and it cost him less than $50,000, which is, uh, an 83000% roi.

I calculated that recently because, Everything that we teach, everything my father taught and that we’ve carried on, it’s about working smarter with every move you’re making. So sometimes we make it so much harder by thinking, okay, well in our current sales process, if we just make double the amount of cold calls, or if we send double the amount of emails, we’ll be able to double our sales.

Well, sometimes you can have the same amount of prospects if you just. Shift the market education to lead them through an education instead, your messaging is what really needs work. And maybe it’s also the people that you’re choosing to, uh, focus on are the wrong people. So there’s, there’s key, the ultimate sales machine [00:39:00] framework that gets missed when we’re trying to double our sales.

So that’s market education. And then I also tied in personal contact because of, instead of cold calling and saying, Hey, I’d love to talk to you about this hat that you’ll get when you buy a million dollars worth of mm-hmm. Um, tractor equipment. Now he is saying, Hey, would you like to know what’s keeping other people like you up at night?

I have put together a report to give it to you. Then they feel like, wow, you’ve done this for me. That’s so wonderful, and you’ve done something that majority of people won’t do, which is look beyond selling the Mii syndrome and going into service. 

Host: Now a a as I man, as Amanda pointed out, the truth is yeah, the seven muscle marketing have changed over the years.

Uh, we and, and the, the listeners at the night show were treated to, uh, covering some of those subjects as well. We still have three we didn’t cover yet. And that is, I mean, well, we talked about it. Here and there, but we just wanna have a couple minutes, uh, on these three digital presence, which we did touch on email and public relations.

So maybe we can get public [00:40:00] relations out of the way. In fact, this a great story. Get Dad on that. You wanna talk about that first? I love that. I remember, uh, a, uh, hearing your dad speak about it and say, you know, public relations is very important because that’s earned media. You appeared in Forbes, fortune, whatever, the Wall Street Journal, and that’s great.

So, so your dad had come into one, uh, uh, meeting and in the boardroom and the team, the, the PR team walked in with like, with like a loose leaf full of all the clippings, uh, uh, from where they, where they, where that company was featured and said, wow, look, we were featured here, there. And so he asked like some simple questions like, okay, great.

Is it in your brochure? Um, is it on your website? Um, did you, did you leverage it? Um, like. What so much. Do sales people have it Media not leveraged in the sales process and your other marketing mediums? Oh, 

Amanda: one of my favorite places I learned this from Deborah Brison, is the latest press piece you have. Do you [00:41:00] have it as the signature in your emails so that everybody sees, have you seen the latest press piece on me?

Or, I have taken my press pieces and I. Pinned them to the top of my social media. So for years I had pinned the story that Ink told me that when soft viral, it was the second most shared article that day over Elon Musk and Richard Branson was about how a millennial would take over a company, a multimillion dollar company.

It was like at a time when millennials we thought would be. There was no hope for us as a generation that we were just a lost generation that would never make anything of ourselves. And that one millennial stood up. So it, it did very well, and I’ve pinned it and it’s also become a part of every deck we ever do keynotes.

I have the picture over and over again. How many times can you utilize those press? It should be a thousand different ways. 

Host: Amazing. So we have two left here, digital presence, which we’ve spoken about before, but maybe you could just give it a minute on that, whether it’s the [00:42:00] internet and, and social media, et cetera.

Look, uh, that’s one of the seven Muscle marketing, of course. 

Amanda: So like, like we said before, talking about how people’s buying habits, they will look at five pieces of content before they decide to say that they’re interested or raise their hand to talk to a sales rep. So what you have to do is you have to make sure that you have education online.

So whether that’s on your social media profiles, whether that’s on your website, and then you have to have that next step, which is capturing their information. So on every social media platform you have, Do you give them a next step where you actually collect their email, their cell phone number, some way to take that next step to engage them?

Because likes and follows do not pay the bills. Right? So we wanna turn profile views into profits. And that takes making sure that you capture their information is the same with your website. Like we mentioned before. Your website should also have a way to capture. Their information. So that’s web presence.

In a very quick nutshell, [00:43:00] email, for every dollar you spend on email, you get $42 back. It is the highest ROI generating marketing vehicle that you could possibly do, and yet majority of business owners just leave it to the last thing that they think about. Oh, let’s just send out an email. We don’t, we don’t hone our lists.

We don’t treat them like the valuable asset that they are. So there’s. Many things that you can do with email lists. I mean, I would start with, once somebody comes into your world, what is the series of emails that they get as an indoctrination series? Something that teaches them about who you are, what you stand for.

People need to hear that today. They need to know the why behind why you’re doing what you’re doing, because they’re so lacking in trust of society. So if you have a good story, if you have a good mission, you should share that. It’s the same with. If you’re trying to get more staff, everyone has a problem with staffing today.

You need to speak more about your mission because post covid people gained a [00:44:00] conscience. They, they actually cared about what they’re doing, and they wanna do something positive. So can you share that as part of your indoctrination series as you’re indoctrinating them too? Can you educate them on resetting of their buying criteria?

This is more in chapter four, but what are the things that they look for when purchasing something like yours? So you want to educate them so that you can preempt the competition, send the competition away so that you are the only logical conclusion. You should also be. Overcoming their objections. What are the typical objections that you get in the sales process?

Can you put that upfront in an automated email sequence so that every person that comes into your world gets this indoctrination series so that they become raving fans? 

Host: What an incredible show. Tonight’s show the new seven musts of marketing made sure they get that in before the show closes out. Wow.

We’re out of time. Thank Special thank you to Amanda Holmes. We were talking about the new release, the Ultimate Sales Machine. Turbocharge your business with relentless focus on 12 key strategies. [00:45:00] It’s available on Amazon, of course, and on bookstores nationwide. 


Troy: Hey everybody. My name’s Troy. I’m with Chet Holmes International. I’m the executive strategy officer that works alongside Amanda Holmes. I really would love to invite you to jump on a call and talk to you about Amanda being a keynote speaker for you and your company.

Just imagine having the type of energy that Amanda brings to the table with the business acumen that is instilled in her dna. I’d love to be able to talk to you about how we could bring that forward to you, your team, and your customer. That type of frequency. Please go ahead and book a call

right now. I look forward to talking to you really soon and help your company grow to even higher levels of success 


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