Long View Newsletter
Providing You Tools To Make More Money! October 2009
In This Newsletter
Tip of the Month
VDTA Show
Sign up for 2010 Boot Camp
Why People Fail
Bill Glazer's New Book
Greetings! 
 
We just returned from the Original Sewing and Quilting Expo in Chantilly. This is our second year of taking a group and we doubled last year's numbers. Over twenty sewers who were on the bus took great classes and had fun shopping and sharing. We hit a lot of construction on the the trip. It was terrible for the ladies, not for me, I went to the back of the bus and slept most of the way :-) . We have Sue Hausmann coming on Halloween putting on an event at a hotel for us. We have 40 people signed up for that. See the Tip of the Month for more ideas.
 
Dan Kennedy, serial entrepreneur, from-scratch multi-millionaire, speaker, consultant, coach, author of 13 books including the No B.S. series, and editor of The No B.S. Marketing Letter, has allowed me to share some of his articles with you. This month's article "Why People Fail" is especially relevant in the times we are in. There are great lessons to be learned from this article on why we should not be complacent and go with the flow. Enjoy and a special thank you to Dan for making this available to us.
 
It has been a difficult couple of weeks for us. First, our lovable lab Sammie passed sammieaway suddenly without any warning. She was only 8 years old and a true joy for Elizabeth and me. We came home from Sew Fest and Elizabeth let her off the leash. She came running to me and went to pick up my lunch box that she loved to carry into the house for me. She fell to the ground and went that quick.
 
It was devastating because she was so playful and healthy. It was particularly hard for Elizabeth because she has never had a pet of any kind before. They had become so close. We buried her by the stream between 2 Large sugar maple trees on the farm. Paul, the man who cuts my grass, put up a small white picket fence around it and made a headstone for her. I am going to build a stone bench there next summer so Elizabeth can sit there and read a good book and remember what a great friend Sammie was to us all.
 
Then, Elizabeth's favorite Aunt passed away in Pittsburgh. She was 90 but was getting along well. So that was unexpected also.
 
In the store in memory of Sammie, anyone who has a dog or cat could come into  any Stony Brook store for a free bottle of Fresh Wave Pet Shampoo with any purchase. I told them "Even if your dog gets sprayed by a skunk, it will smell as wonderful as our Sammie did! FreshWave makes a lot of great all natural products that eliminate odors without fragrances -  from your bathroom to the kitchen, from the litter box to your vacuum."  
 
Thank you for all your cards and emails. We will be looking for another Sammie (this one was Sammie 4 but the first Samantha) as soon as we can. I'm sure you can understand that it is a little hard now.
 
Always Be Selling,
Howard J. Anderson
Long View Retail Consulting
 
PS: The phrase "create or save jobs" has become very popular lately. I hope you are always looking for ways to "make or save" money in your business like I am. Make sure you check out next month's Long View Newsletter. I am trying something that I think could save you a lot of money. However, it won't be smoke and mirrors, it will be cold hard cash in your pocket if it works like I think it will.
 
PPS: Make sure you cash in on Halloween and run an ad with Spooktacular Savings!
Tip of the Month
Do you get a customer to make a sale or make a sale to get a customer?
 
Some think that a customer is one sale but they can be more than that. We need to think of them as a customer for life. How much will that customer spend on products that you sell or could sell over the next 5 years. People do spend money even in a down economy. They may be more cautious or check you out more but there is still a lot of money flu\flying around. How much of their money do you want and what are you willing to do to get it? Once they have spent money with you it is much easier to sell them more stuff.  
 
There are so many ways to get that customer back into your store. Here are just a few:
  1. Have a customer appreciation event.
  2. Offer a free gift for just coming into your store. 
  3. Offer discount for service.
  4. Offer free demo on new sewing or new cleaning product.
  5. Serve free coffee and donuts on your slow days.
  6. Offer special discounts to customers who send you customers.
  7. Put on sewing or even cleaning events at your store. Have a party!
So the Tip of the Month is to ask yourself, what can I do to make that customer more loyal to my store than anything else. You want them to think only of your store, not your competition. How can you make them feel appreciated and special? How can you make your store a fun, entertaining and educational place to go? 
Time to plan for the VDTA Show!
 
Have you reserved your room yet for VDTA? It's March 25th to 27th. I will be teaching some classes and I have talked to others that were going to be teaching also. It is going to be an interesting show that you can't miss. If you want to survive and thrive in 2010, do things that will help that happen. This meeting is a great place to start.
 
I was on line and I was able to get some great deals on flight and hotel packages. Round trip tickets from Philadelphia and hotel for three days for two people was $974 at the Hilton, $688 and the Sahara, $690 at the Riv, and for those who want a nicer hotels, Bellagio was $1190 and the Wynn was $1183 with a $25 resort credit. These prices all included taxes and fees. There is also a room block at the Hilton under the VDTA.  
 
Plan now to go and grow your business!
 
2010 Boot Camp
The 2010 Ultimate Profit Explosion Boot Camp is less than a year away. Make sure you plan early. The attendance fee will be $897 for the first attendee and $597 each for up to two additional employees or family members.
 
But wait.... there's more!
 
Early bird special pricing is in effect for you to sign up now. This is the lowest price that will be offered from this point forward so sign up now.
 
                First attendee Early Bird Offer                  Additional Attendee Early Bird Offer

If you would like to lock in the discount and pay monthly, let me know via email. You can spread it up to 10 months. I will email you a reoccurring invoice so everything is done automatically.  
 
PS: This no risk offer will end soon. You can cancel up to 30 days prior to the event and get all your money back, no questions asked.
Why People Fail A Series of No B.S. Articles from Dan Kennedy
dan on bulldan
What Will You Accept?

"He Smashed His Head Bloody Pounding It On His Locker Door - And Broke Off Two Teeth Biting On It."
 
You may recall a story like that from Dan Jenkins' football novel, Semi-Tough. (Made into an okay movie.)  The story is reportedly based on actual behavior of Howie Long when he was playing for the Oakland Raiders. You now see a mild-mannered, pleasant Howie on the Sunday morning football show on FOX. That is not the Howie teammates and opponents saw on the field. There, they saw and encountered a man who hated to lose.  In his newest novel, about the LPGA, The Franchise Babe, Jenkins again talks about the hate-to-lose element. I find fewer and fewer people exhibiting this. In pro sports. In business. Most are all too willing to accept losing and losses, to shrug them off, to end days without productive accomplishment, to miss sales, to let revenue escape, to let customers disappear, to bank excuses instead of money. And as I have said before, you get what you accept.
 
I have always hated not doing well. Hate is, or is supposed to be a very strong word. Hate is dark and violent and intense.  I mean it that way. I hate not doing well.  People interfering with my ability to do well, through negligence, incompetence, stupidity, have seen and felt my wrath.  Like Howie, I have actually, physically injured myself - smashing fist into wall, steel file cabinet; kicking car fender repeatedly; etc. -  in unchecked rage after screwing up badly.
 
When I set out in the A.M. with a To-Do List, I resist with every fiber of being, carrying an item on it over to the next day. I hate that.  When advertising, marketing or sales campaigns are slowed or sabotaged by peoples' sloppy or careless implementation, I immediately begin scheming to rid my life of the culprits. I hate people who don't hate things being f'd up.  I approve of the Oriental tradition of falling on one's own sword when performing badly. By normal standards, I suppose I am emotionally unstable or dysfunctional, and might be diagnosed as mentally ill, but then normal standards lead to normal results, which suck.  By the way, every doctor always expects me to have high blood pressure. I do not. I cause high blood pressure, I don't have it.  Seems to me, if you don't care deeply, passionately about getting whatever you're doing right, done fast and on time, done in the way that produces best results,  you ought to find something worth caring about to do - or find a way to do nothing at all. If I had a team, I'd much rather have a Howie Long, and have to pry the damaged locker door from his hands and talk him out of the depths of rage, despair and depression over losing, than have a modern-day, laissez-faire, stuff happens, we'll try to do better next time wimpus and struggle to talk him into performing.  When I look around the ranks of the rich, I see people like me who hate losing. When I look around everywhere else, I see loads of good losers.
 
At the moment, a lot of willing-to-accept-not-doing-well folks have been handed an extra supply of excuses - gas prices, real estate slump, Lehman Brothers' bankruptcy, etc. - and many are unconsciously delighted to have them.  Be careful. Their mental illness is contagious.
 
The WHY PEOPLE FAIL articles are provided by Dan S. Kennedy, serial entrepreneur, from-scratch multi-millionaire, speaker, consultant, coach, author of 13 books including the No B.S. series (www.NoBSBooks.com), and editor of The No B.S. Marketing Letter.
 
I HAVE ARRANGED A SPECIAL FREE GIFT FROM DAN FOR YOU including a 2-Month Free Membership in Glazer-Kennedy Insider's Circle, newsletters, audio CD's and more: for information and to register, click here.
 
Articles © 2008/Glazer-Kennedy Insider's Circle LLC. All rights reserved.
Bill Glazer Makes #1 Best Seller Book 
bill's book
Congratulations to Bill Glazer for his new book Outrageous Advertising That's Outrageously Successful making the NY Times and Amazon's Best Seller's Lists. All of the profits from the book are being donated to Bill's favorite charity, Junior Achievement.
 
We were honor to have Bill present at the first Ultimate Profit Explosion Boot Camp in 2008 and people are still talking about how good he was!
 
This book was created for the 99% of Small Business Owners who are dissatisfied with the results they get from their current advertising. I have a few copies available for $15. The regular price is $19.95. To get your copy, click here.