When Boris Johnson started 2020 by proclaiming that this was going to be a “great year for Britain”, the chances are he wasn’t factoring in a global pandemic.
None of us were.
We all had grand plans for this year, but Covid 19 has impacted every business, whether it’s a decrease in revenue, an increase in uncertainty or just the sheer frustration of not being in control of your own destiny.
After all, one of the key benefits to being your own boss is that the buck stops with you.
Yes, you’ve got total freedom, but you’re also responsible for the success of your business – if it’s failing, that’s on you; if it’s succeeding, you take the plaudits.
But since that first lockdown in March, perhaps for the first time ever, a huge number of business owners have had their hands tied.
You’ve had to shut down, and support yourself and your employees as best you can.
But with pharmaceutical companies and governments announcing a variety of vaccines, it looks like 2021 could see a return of some of the freedoms we all took for granted. The question is: what are you going to do with your freedom?
As usual, you’ve got options. You could carry on as you were, hoping that the economy bounces back and that a rising tide really will float your boat.
Or you could be bold, be brave, aim higher and put the things in place to make it happen.
A challenging economic landscape doesn’t mean that you can’t grow your business. In fact, when you’re optimistic and ambitious, there’s every chance that an economic maelstrom will represent serious opportunity.
History is rich with examples of organisations that were bold and brave in the midst of financial crises – Kellogg’s, Microsoft, Apple, Netflix, Mailchimp, Airbnb, WhatsApp; the list just goes on and on and on.
All these businesses chose to embrace the fact that the world was encountering major change, to carefully study the opportunities available and to take massive action to take advantage of those opportunities.
No one knows what lies in store in 2021, there’s every chance that things will be sticky for the foreseeable future.
The question is: what should you be doing right now?
What’s clear from the examples of businesses that have thrived out of the other side of recession and beyond is that they provided great products and services that were needed by their marketplace.
That’s step one. You need a great product.
Step two: great marketing.
It’s no coincidence that all of the above companies have put marketing front and centre of their operations – they know that it’s the businesses that can communicate powerfully with their audiences that will still make sales, no matter what the economic landscape looks like.
Here’s the problem though: great marketing is HARD, especially in a world of uncertainty, where an audience’s needs and wants are constantly fluctuating and changing, thanks to the pandemic.
But if you really do want to thrive through this recession and have a better, stronger and more profitable business out of the other side, then marketing isn’t optional, it’s essential.
And as we all know, there’s a clear, direct correlation between the success of your business and how well you’re able to provide for you and your family.
Things have changed for all of us during lockdown, and what many of us have realised afresh is just how important our loved ones are to us.
The way to achieve that?
A thriving business, with a proven mechanism for getting and keeping customers.
Easier said than done though, right?
Sure, pretty much all of us understand how important getting and keeping customers is, and the vital role that marketing plays in that process.
And yet, many businesses just never take action to ensure that they don’t just have a great product, but great marketing to support that product too.
Usually there are two reasons why:
Whatever your goals are for the next 12 months, then it’s highly likely that they will involve making more sales and creating more customers.
(It might be that this isn’t the case, but that’s the exception, rather than the rule.)
And here’s the issue: getting customers in the 21st century is easier said than done.
Things in the marketing world have changed A LOT over the last two decades, and they continue to change at a frightening pace.
It’s not just the fact that the Internet has come along and disrupted things for businesses – now it’s the case that what USED to work on the Internet no longer works.
As media spend moves from television and radio to Google and Facebook, the price of traffic continues to rise, pricing most small businesses out of the market, and starving them of the lead generation techniques that have worked so brilliantly from 2006 to 2014.
But where do you go when you can’t rely on the usual forms of “lead generation”? How do you generate enough leads? How do you get enough customers?
Should you be investing more time in social media? Email marketing? Direct mail?
Are trade shows still worth it, or a waste of your time? Is your message right? Is your copy compelling?
It’s these questions that paralyse most business owners into inaction, for the simple reason that they don’t have the answers, and as a result, they don’t do the right stuff (or anything for that matter) that’ll bring them closer to where they want to be.
Add into this the fact that the coronavirus has changed things for many millions of people, and it makes the marketing landscape even harder to navigate.
Even if a business does happen to have a good grasp on what they need to do to generate leads and get customers in the 21st century, that doesn’t mean that they’re able to do it.
In its purest form, marketing to get customers is a simple process, but along the way there are areas of expertise necessary for success; from knowing how to make the most of Facebook to knowing how to construct a compelling message with copywriting, and if you don’t have these areas of expertise at your disposal, the chances of you succeeding are diminished.
And once again, even if you do have these areas of expertise, the chances are that you don’t have the time necessary to commit the properly required time.
Which means something needs to change.
Firstly, you need absolute clarity on what you should be doing, and secondly you need help to get that stuff done.
And in case you hadn’t guessed already, that’s exactly why we’re writing this for you.
We’ve done that by helping them grow their lists, build trust with their audiences and sell more effectively.
We’ve been involved every step of the way, from the conception of the overall strategy, through to the specific detail of the sales message.
We’ve got our hands dirty, tweaking and polishing copy.
We’ve advised them on the best way to build their databases and held their hands through the process.
We’ve helped them launch new sales initiatives and create new products and services.
And during the pandemic, in a time of crisis, it’s fair to say that we’ve risen to the occasion, working around the clock to provide our clients with much needed guidance and support to get through this tricky period.
We’ve helped them create new, profitable revenue streams.
We’ve assisted them to capitalise on cheaper online traffic and build large databases that will be monetised for years to come.
We’ve helped them continue communicating with their audiences, ensuring that they didn’t ‘go dark’ on them, and kept the relationship strong.
And, ultimately, we’ve helped them to continue generating leads and making sales, even in the midst of a global pandemic.
It feels exceptionally good to write those words and know that they are not only 100% true, but that they’re merely scratching the surface.
You see, we call the people we work with our “Private Clients”, but really they’re so much more than just “clients”.
They’re friends. They mean a great deal to us. They’re the reason why we do this.
We’re delighted to have had a positive impact in their lives, and we’re keen to help more business owners in exactly the same way.
Here are just a few screenshots from a recent conversation in our Private Clients WhatsApp group.
You see, all of our existing Private Clients started with their own goals, and each of them had the same problem that you’re facing now – you’re ambitious, you’ve got plans and you’ve got ambitions, but you’re not sure how you’ve going to achieve them over the coming months, especially in a difficult economy.
Let us help…
When you become a Private Client, you get all of of us – Mark Creaser, Thom Smith, Seb Greenwood, Davina James, Grace Greenwood, Ryan Davies, Bob Ward and Ben Goodman – “on tap” to help you with any and every element of your marketing.
Who is your product for? Who should be buying it? When we work with you, we’ll get very, very clear on the answer to that question, and give you the benefit of our expertise when it comes to understanding who you want to work with.
Then we’ll work hand-in-hand with you to reach your market in the best way possible. We believe that relationship is the key to long-term marketing success, so typically this stage will see us helping you attain contact details from as many of the right people as possible, allowing you to build a relationship with them on an ongoing basis.
How do you get the contact details? What’s the best way to reach them? We’ll go through all of that with a fine toothcomb, leaving you with a solid plan for how you’re going to build your database and generate the right sort of leads for your business.
Between us we’ve constructed sales messages that have resulted in many millions of pounds worth of revenue and profit, and it’s that experience that you’ll lean on when you become one of our Private Clients.
In short, we know why people buy stuff, and when you work with us we’ll dive deep into your products and services and understand what the true benefits are before helping you construct a message that reaches your audience on a deep level, communicates and highlights their core desires and helps you make the sales you want.
Whether it’s weekly relationship building content that primes your audience and builds trust, or the sharp end of hard-hitting sales letters, we’ll be there every step of the way, using our years of hard-won copywriting expertise to get the right words in the right place at the right time.
Understanding where to invest your advertising pounds is harder than ever before.
Not only is there a huge number of different options available, but there are also a thousand and one coaches and consultants giving you their tuppenceworth on the right media for you.
And here’s the issue with that: so often these coaches and consultants happen to be experts in a particular media, whether it’s Facebook, Google Ads, Twitter or TikTok, and, unsurprisingly, it’s that particular media that they insist you must use.
Maybe you’ve experienced something similar, where you’ve been told to use a particular new platform and had disappointing results from it – it’s a situation that happens every day, and it’s not likely to result in success.
Combine the coaches’ questionable motives with the sheer quantity of media options, and it’s easy to understand why people get bamboozled and either make the wrong choice, or don’t make one at all.
That’s where we can help. We work with a vast range of clients, in a diverse range of sectors.
We work with B2C businesses, like car garages, kitchen and bathroom suppliers, IFAs, children’s nurseries, estate agents and crematoriums.
We also work with B2B businesses, like HR consultants, virtual assistants, Google Ads agencies, and web designers.
On a weekly basis, we can be doing something as simple as helping a printer to get more leaflet sales, to something as complex as getting more clients for a marine engineering specialist.
We’ve got a huge amount of experience, across a multitude of sectors, and that means that our advice is never based on one industry, but rather based on what we think will work for that specific client.
And because we work with so many businesses, and so many medias, we don’t have a bias towards any particular method of getting customers – if a media isn’t right for your business, we won’t recommend you use it.
For example, we know that Facebook Ads obviously aren’t the answer for our marine engineering client – and if it’s not the answer, we won’t do it.
Do we do it all for you? Not on your nelly.
You don’t commission us to do some work and then just sit back and watch, because, let’s face it – how many successful businesses have EVER been built like that?
If it’s easier for us to rewrite a piece of copy than tell you how to improve it, then we’ll do it.
If you need us to dive into your CRM and work something out, or fix something, then we’ll do it.
If you need Smithy to wave his magic Facebook wand on your ads, then we’ll make that happen.
Maybe you’ve seen what we’ve done over the last few years, and you’ve been interested, but you’ve never been totally sure about what we do or why it’s right for you.
Maybe we’ve only recently come onto your radar and you’re looking for a marketing team to help you get some stuff done.
Maybe your business hasn’t quite been in a position to justify the investment in the past, but now you’re ready to invest to grow.
Not only has the pandemic created huge opportunity for forward-thinking businesses to innovate and access new audiences, but if you’re a B2B business, thanks to the Bounce Back Loans, CBILs and grants, there’s every chance that the businesses in your audience have got cash in the bank right now, and they’re looking to spend it, making this the perfect time to communicate with your audience, generate leads and make sales.
And on one level, when it comes to the ‘proposition’, it’s very simple:
We help you to get the things done that’ll have the biggest impact on you getting and keeping more customers. Whether it’s crafting more sales copy, building your list, engaging better with your prospects or creating and selling a premium product, we’ll be there every step of the way, working with you to make it happen.
The clients who’ve been on board for a while understand this, but we know full well that it’s not as easy to understand for someone who hasn’t experienced it firsthand.
We’re serious about working with a small group of business owners who can leverage our expertise and experience. That’s what we already do, and we’ve got no wish to rock the boat by adding new business owners into the group who are going to be ‘here today and gone tomorrow’.
There’s rarely a ‘silver bullet’ in marketing – we won’t just be able to turn up, wave a magic wand and make everything in your business better on day one, and if you’re considering becoming a Private Client, it’s important that you know that.
We will make your business better, easier and more profitable though. Know that for sure.
Change and improvement will come through a series of incremental changes over time, and we only want to work with business owners who understand that. That’s why we ask for a 6-month commitment from you when you become a Private Client.
Whether you want to Facetime, Skype, Zoom, or just talk on the phone, you can schedule 1:1s with any of us whenever you like.
We can discuss whatever you want, from your big picture to the smallest minutiae of your marketing or business. We can hold you accountable and make sure you’re on track to meet your goals, we can be your sounding board or your sense check, whatever you need.Oh, you’re welcome to come and do your 1:1 in our offices too. Just like Zoom, only with more biscuits.
Over the last few years, we’ve learned that the better you know someone, the better the quality of advice you can give them.
Context and understanding is important. That’s why we’ll schedule a half-day session when you become a Private Client.
Half a day consultancy with one of us is £1000+, but this session is INCLUDED for our Private Clients, and you’ll get two of us.
We’ll drive or fly to your place (no additional charge, we’re happy to invest in our relationship for the long term), and we’ll spend 4 solid hours understanding you and your business. We’ll dive under the covers and find out what’s important and what isn’t, and that’ll make sure our relationship gets kicked off on the right foot.
If you’d rather come to us, that’s perfect too. We’ve got a really lovely office, less than 10 minutes from Birmingham International, and there’s plenty of space there for us to stretch out and get work done.
Right now, we know that everyone is in different positions as far as being able to travel and meet up. If you’d rather kick off on Zoom, just let us know and we’ll make it happen.
When you come on board as a Private Client, you’ll get all our mobile numbers. You can feel free to contact us whenever you want, and if we can’t answer you immediately, we promise to get back to you as soon as we possibly can.
Like many people, during lockdown, we took to Zoom in a big way, and it was a crucial tool for us to communicate with our clients and help them with the challenges they were facing. In fact, it was so effective, that it’s become a permanent feature in our business – every week we hop online to share what’s been going on, mastermind and ensure any problems, challenges or opportunities are dealt with. You can join and just listen, or you can bring questions; either way, it’s a fantastic chance to spend time with likeminded business owners and get expert help on your journey.
We haven't been able to run big client meetings since March, so we've been embracing Zoom, but as soon as we can we'll be back to our regular two-day group meetings.
You’ll have access to all of us over the two days, and we’ll always have some interesting stuff to share with you. On day one we’ll typically spend the time ‘Fasterminding’ as a group, giving specific attention to problems or opportunities within each other’s businesses. In addition, we’ll often cover a topic related to marketing, like copywriting, paid traffic or database-building.
When we’ve got new stuff to share with you, we’ll share it, but what we don’t do is recycle boring, tired topics that everyone’s heard before, because – well – everyone’s heard them before.
Day one is followed by a couple of drinks in the bar and dinner, on us. Day two is an optional day where we spend the day implementing – whether it’s stuff that comes up during the first day meeting, or stuff that you’ve been wanting to get done for a while, you’ll have the six of us at your disposal working with you on your business.
We run day one at a lovely hotel in the Midlands. The room is comfy and the lunch is nice too. Day two is at our beautiful barn in Meriden.
We like to have fun, and as one of our Private Clients, you'll have the chance to join us.
If we’re doing something good, we’ll invite you along. Whether it’s a day at the races, an afternoon watching the cricket or a round of golf with Smithy, you’ll have plenty of opportunity to spend time with us, having fun and – if you want – picking our brains.
Each summer we invite as many as our clients who want to come to our Portugal retreat. They get themselves there and sort out their hotel rooms, and we take care of the rest.
We want to work with people who enjoy life, and who enjoy working with us, and these Private Client Invitations will give us the chance to get to know each other much better.
Video isn’t the future of marketing. It’s the now. We understand this and that’s why we brought a world-class videographer, Ryan Davies, onto the Ideal Result team at the end of 2018. Ryan’s a highly sought after video expert, with his diary booked out months in advance, but our Private Clients get to take advantage of Ryan’s expertise as part of their subscription, when they join us on our Doing Days following our Private Client meetings. Whether you want to film a sales video, or a two-minute piece of content, Ryan will look after you free of charge on those days, and if you want him to visit you or film something more extensive, you’ll get Private Client exclusive discounted rates on that work too.
Let’s face facts, not everyone is a A* copywriter. But three Ideal Result team members are (and the others are more than capable of advising on how to improve your copy; it’s just that their spelling isn’t quite up to scratch).
Send us your sales letters, your postcards, your landing pages, your flyers, your Facebook ads and your autoresponders. We’ll use our experience to make them better.
But it’s not just the copy where we’ll get involved. Make us Admin on your Facebook Ad manager; give us access to your CRM. Where we can help to make things better, get campaigns live and make you more money, we will.
If you’ve read this far, then you’re probably at least a little interested in what Private Clients can do for you, for your business and for your lifestyle.
But you might still be wondering. So let’s spell it out:
If you’ve been part of other coaching groups and masterminds, but never been overly impressed, Private Clients is for you.
We’ll make no bones about it: there are a lot of people in the business growth space. Coaches, consultants, authors, thought leaders and experts, the list goes on and on and on.
And without wanting to tar everyone with the same brush, a huge proportion of the “expert” space suffers from at least one of two problems:
If your specialism is events, then you’re going to tell people to run events. If it’s Google Ads, then you’re going to encourage them to run Google Ads.
Instagram, Facebook, Tiktok, LinkedIn; you name it, it’s the same deal.
Private Clients is different. We’re media agnostic, which means that we’ll only advise you on the right media for your business once we’ve got to know your market and message.
Run a coaching group, and you can tell people what they could and should be doing, but you’re able to divorce yourself from the result by saying that they haven’t implemented your advice the way they should have done.
Once again, Private Clients is different.
You see, we’re in this for the long haul, as our impressive retention attests to.
We simply have no interest in bringing people on for six months who’ll then leave because they don’t get results.
For us, it’s all about the result, and the reality is that we’re only happy when we’re helping you to achieve what you want to achieve.
We specialise in getting business owners into the habit of regular marketing, and over time, that regular marketing results in more sales, more revenue and more profit. If that sounds good to you, then becoming one of our Private Clients is a sensible move.
In its truest form, marketing is very simple. Find the right people, build trust with them and tell them about your product and service. It’s that simple model that we follow with all of our clients, and although we might go about it in different ways depending on the business, we stick to the general principles like glue, because they work.
If you agree that that’s the way to market a business, but you don’t actually do any marketing, then Private Clients can rid you of that inactivity, and make you start doing what you need to do.
Copywriting is one of the most vital skills in marketing, because once you can use words to make your prospect take action, everything else becomes a lot simpler.
But here’s the problem: for most people, writing copy is HARD. They don’t know what to say, or they don’t know how to say it, and in the end they just put it to the bottom of their ‘to-do’ list and never cross it off.
If that sounds familiar, then becoming a Private Client and actually getting firsthand advice and support from three of the UK’s best copywriters (as well as a ‘done with you’ element where they’ll make your copy better) would be a smart move.
Being a business owner can be lonely, but in the time we’ve been running Private Clients, we’ve learnt that spending time with other business owners is the ideal antidote to that loneliness.
Our Private Clients can lean on us, but they can also count on the support from the other Private Clients; both in person at our round-table meetings and days out, and virtually in our Facebook and WhatsApp groups.
If you’ve got a viable business, and you’re selling an ethical product or service that helps people, and you want to sell more of it, build a better, stronger business and create a better lifestyle for you and the people you love, then Private Clients is for you.
As lockdown eased, we had a spontaneous glut of messages in our Private Client WhatsApp group, many of them saying very lovely things about how much we’d helped during a very difficult period.
It felt so good to know that we’d had such a positive impact and that’s why we do what we do. If you’d like a gang of expert marketers in your corner, actively invested in making sure your business is a success, then becoming a Private Client would be a fantastic first step.
But before we get into the offer that you know is coming, let’s just be really clear about what Private Clients ISN’T and who it’s NOT right for:
Because of the group element, it’s possible that you might just put us in the same box as the various “mastermind” groups out there, but that’d be a mistake.
Yes, we get our clients together ten times a year, but that’s just one element of what we do.
Where most Mastermind groups give you an hour’s access to your mentor every couple of months, we give you unlimited access to us EVERY SINGLE MONTH.
You won’t sit round the table with us and have to re-explain your business to us, because we’ll have been working with you on your marketing throughout the week anyway, and we’ll understand intimately what’s going on ‘under the hood’.
No matter what the sellers from the stage tell you, it’s impossible to transform your business with one course or one product. Progress will come from hard work, patience and the right understanding that allows you to do the right stuff.
Come into Private Clients thinking that all your problems will be sorted in a couple of weeks, and you’ll leave disappointed, but come with a readiness and willingness to work on the right stuff, and it’ll be a different story.
Look, we know Private Clients isn’t cheap, but for the right business owner, it’s incredibly good value for money.
If the idea of investing around £15k a year on six marketers who really know their onions is out of your reach or really scares you, then the chances are that you’re not a great fit for us right now.
Private Clients is a partnership between you and us. We promise to deliver on our side of the bargain, but you can’t sit idly by. If you’re the kind of person who signs up for things but isn’t prepared to take genuine action, then Private Clients is definitely not for you.
When people realise they need some help with their marketing, they’ll typically either look to outsource or bring someone in, and if they go for the latter option, typically it’ll be a junior marketer on something like £20-25k a year.
The problem is that the junior marketer doesn’t actually know much about marketing beyond what they’ve been taught at uni and doesn’t have a great grasp on how to make sales or construct a compelling message in the real world.
If you’re really ambitious and you want someone ‘on the ground’ to do a lot of the work, then more power to you, but don’t assume that they’ll be able to have the same impact that we have on our clients’ businesses, because they won’t.
Half of our clients find that they want both – the person in the office to do all the work and the strategic input from us, while the other half just work directly with us and own the marketing themselves.
How you want to work it is your choice, but the important thing is recognising that a junior marketer isn’t comparable to what we do – they’re twice as expensive and half as effective.
We’re almost done.
But before you decide whether or not you’d like to apply to take one of these five slots, keep reading, because – as you hopefully know – no sales letter is complete without an offer and a deadline.
(If you don’t know yet, you’ll definitely know when you’ve been a Private Client for three months!)
The current monthly fee to be a Private Client is £1,499, but come on board before 5pm on Wednesday 2nd December, and your investment will be just £1,189 + VAT each month.
That’s a saving of £310, every single month that you’re a Private Client, and it means that getting our team of heavyweight marketers on your side is even more affordable.
Your rate will be locked in for your first three years as a client, regardless of any price increases that might come in that time.
We do have an application process in place for anyone who wants to become a Private Client, and there are a few very sensible reasons for that.
Firstly, we only want to work with people that we feel we can get results for.
We’ve got no interest in taking your money if we don’t feel that we can help you get a return, so we want to review your application and talk to you before we make our decision.
Secondly, we have to make sure you’re a good fit for the group. We care very deeply about our current Private Clients, and we want to make sure that the balance is right, and that everyone is happy.
Thirdly, we want to make sure that you are totally happy to proceed. If you’re not 100% behind the decision to come on board, or you’re skeptical, then the chances are that we won’t be a great fit, and we’d rather work that out before we waste anyone’s time or anyone’s money.
If you are the right fit, then we’ll take your first month’s payment to secure your place, and agree a date for your initial meeting or kick-off Zoom.
So here’s what to do next:
(Remember, we’re only taking on five Private Clients here, so if there is more demand for places than there are spaces, we may have to place you on the waiting list until a time when we can fit you in.)
Yep, pretty much. All that’s left is for you to decide whether you want to submit an application or not.
If you’re not sure, we suggest you put your application in and then we’ll talk about whether it’s right for you. And you can rest assured that if we don’t think it’s right for you, we won’t try and ‘sell’ you it – that’d be a waste of our time and yours.
Remember that if you want to secure the lifetime discount you need to take action before 5pm on Wednesday 2nd December and if you want to benefit from our Copy and Content service for free, then you’ll need to be even speedier – your application will need to be in by midday on Friday 27th November.
We think it’s a pretty generous offer, but most importantly we KNOW that we’ll be able to add significant value to the five Private Clients that come on board.
We’ll help them achieve their goals.
We’ll make them more sales.
We’ll make their business stronger.
We’ll help them to reap the benefits of their activity, and enjoy a better lifestyle as a result.
If you want to be one of them, then start your application below now.
Thanks for reading,
Mark, Thom, Seb, Davina, Grace, Ryan, Bob and Ben
Simply enter your details below to start your application.