How To Deal With Adversity

I kicked open the door to my house.

I was so mad, hurt, upset, and depressed all at the same time. I couldn't believe it. How could she do this to me?

My good friend and groomer had just told me that she was opening her own grooming salon down the road. My friend, the bather and the receptionist had decided to leave and open their own business.

I knew this was not going to be good.

Within a year I had built up the grooming business to about 70 dogs a week. This was no easy task. The town I had opened my business in already had two very well established groomers with over 45 years experience between the two of them, and let me add that the population if the town was about 10,000.

Were not talking a metropolis here.

Anyway, my grooming business went from about 70 dogs a week to about 5 dogs a week.

I couldn't hire another groomer because business was so slow.

I was beyond depressed. But I remembered the quote by Napoleon Hill:

"Every adversity, every failure, every heartache carries with it the seed of an equal or greater benefit."

It was during this time that I became a serious student of business and more importantly - marketing.

I discovered that the most successful business people are the ones that understand and know marketing. There is no other activity in your business that is more profitable than the marketing of your business.

I started to develop a system for bringing in customers.

Then I did what the great Jim Rohn calls Massive Action.

I took massive action and started bringing in customers. I wrote a list of all the ways I could bring in customers, I listed all the things I could do to turn things around. In a very short period of time I turned the whole terrible situation into one of the best things that ever happened to me.

In fact, as I thought about it, my friend leaving me really turned out to be the best thing to ever happen to me in business. It forced me to learn how to get and keep customers. When this dawned on me I went down to the local florist and sent all of them a huge bouquet of flowers.

Are you faced with a tough situation?

Do you ever wonder how you are going to keep going. Remember Napoleon Hills words and then take massive action.

You'll be amazed at the outcome.

All the best,

Eric

P.S. Need help taking action? Check out the Groomers Marketing Course

i snuck onto erics computer

hi everyone,

my name is sammi. im erics dog, a sheltie, that has been with him for the past 17 years. he is real busy today and i heard him say how upset that he is because he cant write a blog post today, so i decided to fire up his computer and write this letter to you.

sorry about the spelling and all the lower case words but my little paw cant hit the shift key.

anyway, i wanted to write to you today to tell you a few things about the big guy. he works real hard to help groomers make more money grooming dogs. he knows how hard it is running a grooming business and wants you to know that the most successful businesses are the ones where the owner has developed a relationship with the customers.

you see, if you do not have a customer list that you stay in touch with, if you never contact the list, your business could be in trouble.

i have heard him say over and over that if you want more referrals, customers that stay with you for life, and want to make more money you need to do a monthly newsletter, an email newsletter, have customer events and use your personality to drive your business.

not too long ago he was talking to one groomer that said she had all the business she needed. that she didn't need to do any marketing or newsletters. the big guy just shook his head and said okay.

i could tell he was upset because after the conversation he said that if she was willing to listen to him he would have told her that if that was the case she should raise her prices.

everytime eric has more dog training clients than he can handle he raises prices and becomes much more selective but he never turns off the marketing machine.
any grooming business that is always booked out weeks in advance should raise prices, this way you can get rid of clients that are always a hassle to deal with and you make more money.

anyway, if you want to learn more about how to effectively market you pet grooming business you should check out his groomers marketing course. it really is impressive, you get instant access to the course, no waiting and the course is jam packed with all the information you need to market and advertise your pet grooming business.

he has tons of sample ads, press releases, how to get testimonials, how to make more money with each grooming, email, what you need to know about websites and a whole bunch more great stuff. you can check it out here:

http://groomersmarketingcourse.com/description.htm

even i have to say that i was impressed by how much information he shares with you on the website.

well thanks for reading my letter, im an old girl and i need to take my nap. here is the website again for the groomers marketing course:

http://groomersmarketingcourse.com/description.htm


go ahead and check it out, you'll be glad you did

your friend,

sammi

Shark!

Shark!

A few years back I was in Key West, Florida diving with my brother and a buddy of mine. We were cruising around looking at all the cool stuff that you see when you're underwater having a great time. Anyway, we were swimming along and came around this big reef and guess what we ran smack dab right into. . .

A SHARK!

Now I don't know if you have ever been underwater scuba diving and have come across a shark, but if you have there is one thing that seeing a shark in it's natural
environment does. It gets your attention fast. You pretty much forget about everything else and pay attention to what that big sucker is doing.

And that brings me to today's topic. When you are promoting or advertising your business you can't be timid about it. You have to get the person's attention and keep them interested in what you're saying.

It does not matter what type of media you are using. Newspaper, direct mail, yellow pages, website, email, whatever you have to reach out and grab that person's attention.

In all of your ads use a strong, compelling headline, or as the great David Ogilvy stated:

"On the average, five times as many people read the headlines as read the body copy. It follows that unless your headline sells your product, you have wasted 90% of your money."

Again think of the reader as you write a newspaper ad. No one picks up the newspaper and says "Gee, I wonder if I can find a new groomer for Fluffy in today's newspaper."

No, they pick up the paper and ignore 98% of all the advertising. But they are not going to ignore yours because you are going to do two things:

First you're going to come up with a headline that stops them in their tracks and gets their attention. Most ads have the name of the business for their headlines. Here are some beauties that I have used over the years:

'Do You Know What Happens When Your Dog Gets Fleas?'

'Amazing New Bathing System Will Clean Your Dog 150% Better Than The Old Scrub Brush'

'Facts You Should Know About Dog Grooming'

'Announcing (insert your business name's) All New Reduced Shedding Program'

'How To Reduce Your Dog's Shedding In 3 To 5 Days'

'The Truth About Your Dog's Shedding Problem'

And my all time favorite:

'Westport Dog Groomer Swears Under Oath His New Reduced Shedding Program Does Not Contain Any Illegal Or Harmful Substances - Free Report Reveals How to Reduce Your Dog's Shedding In 3 To 5 Days'

The second thing you're going to do when you run an ad is make it look like a press release. You see, people don't read ads but they do read stories, the more you make your ad look like a story the more people will read it and more importantly they will TAKE ACTION and call you.

Think of the person flipping though the paper. They see boring ad after boring ad. Most businesses run newspaper ads with the name of the business as the headline, if they use a headline at all! Now they come across your ad with one of the above headlines.

Ole Harry is sitting in his recliner flipping though the newspaper when he comes across your ad and says to himself:

'What the heck is this all about? Reduced shedding program can help my dog's shedding problem.'

He then yells out to his wife:

'Hey Marge, there's some guy in the paper who says he can help with Chipper's shedding problem. Quick honey grab the phone and let's call this dude!'

It's like the shark coming around the reef, you need to reach out and grab the person's attention with a strong headline.

Not very many people will stop and read a headline that says 'Pup in a tub pet grooming,' Fluffy's pet grooming,' Best friends pet grooming in business since 1974.'

But they will stop and read your ad if there is a strong benefit for them. I focused a lot of my ads on shedding because I know that it's one of the biggest complaints for dog owners. I'm solving a problem.

As always, I look forward to your questions and comments.

All the best,

Eric

P.S. Looking for more great ways to get more customers, check out: http://groomersmarketingcourse.com/description.htm

How To Handle Failure

Okay, as many of you know, I'm a huge Patriots fan and this past Sunday was very depressing for me.

To watch my team and hero Tom Brady go down in flames after a perfect season was tough.

But...

I am a strong believer that you can learn a lot from losing. How do I know that?

Because I have been kicked in the chops more than once. I have had my share of failures. Many of you may think that everything I do is successful. That's not true. I have been on the losing end more times than I care to share.

I have been involved in failed businesses. I have been sued. I have been cheated by contractors. I have had dogs die in my care. I have had to meet a payroll with zero cash in my bank account. I have had employees that I took very good care of turn on me and try to put me out of business...

I could go on and on. The reason I am sharing this with you is because the mark of a true champion is not what he or she does when they win, it has more to do with how they handle failure.

I know that many of you are not football fans but please bear with me.

When I sat down to watch the Superbowl this past Sunday I was nervous. I was nervous because of the look I saw in Eli Manning's eyes. He had a look that was determined. He came out with a look that was not going to be stopped.

I didn't see that same look in Tom Brady's eyes.

I did see that look in Tom Brady's eyes in 2001 when the Patriots were the underdogs going up against the mighty St. Louis Rams and Kurt Warner also know as "The Greatest Show On Turf"..

I also saw that look in John Elway's eyes after he lost a couple of Superbowls with the Broncos and was giving it a third try. Elway played liked someone had a gun to his head and won. I'll never forget the play where Elway was running for the end zone with three defenders coming at him. He smashed through them for the touchdown.

You see, I firmly beleive that you learn a whole lot more from your losses than you do from your winnings...

BUT...

Many people never come back from their losses. Kurt Warner, after losing to the Patriots, went on to become a mediocre quarterback and never really came back from that loss in 2001.

So, if you ever get kicked in the chops deal with it.

Want to know how to deal with failure?

The only way that I know how is to keep moving forward and the best way to move forward is to keep learning. Become a student, immerse yourself in books, tapes, seminars etc.

The internet has so much good stuff for you to read, watch and listen to. Videos, podcasts, articles all there for the taking.

So if you're facing a minor setback or maybe a major one, stop thinking about it and focus on what you can do to change it. Move forward, learn from the mistake, and if you want some advice from me on what to read and who to listen to, let me know. I'll share it with you right here on this blog.

As always your comments are appreciated.

Your friend,

Eric

How to write a press release

I did something that I have not done in a long time. I went to petgroomer.com and checked the message board. It's not that I don't like petgroomer.com, I have just been too busy.

Anyway, when I went there I saw a questions about press releases. Being the kind, helpful person that I am, I answered the post.

After I answered the post, some more questions popped up.

"What kind of info do you put in a press release?" and "Any samples?"

So I decided to share some important points about writing a press release and more importantly, how to get your press release printed. I have included a sample press release from my Groomers Marketing Course.


Here is the sample press release that I have used. This press release turned into a full page article from a local newspaper. You have my permission to use it. Where ever you see the words in bold print is where you want to put your business name and contact information:

For Immediate Release Contact: Insert your name
Insert your number

Does Your Dog Shed A Lot? Free Report Offers Help


Does your dog shed a lot? If you said “yes” you’re not alone. According to recent surveys, one of the biggest complaints among dog owners is shedding problems. Fortunately, there are steps that you can take to help reduce the amount of shedding that your dog does. Your name, owner of Your business name, has recently developed a report entitled “How To Reduce Your Dog’s Shedding In 3 to 5 Days.” The report offers eight steps that any dog owner can apply.

“Shedding is a natural, normal process; you should never try to eliminate shedding. We want to help dog owners reduce and control the amount of shedding. All dogs shed to a certain degree; the problem is when your dog starts to shed excessively,” says your name. “What we offer in the report are simple solutions for dog owners to use and apply. If the steps are followed, you can sometimes reduce your dog’s shedding by 75%.”

Here are a few suggestions:

1. Add safflower oil to your dog’s food. Safflower oil is high in Omega 3 fatty acids. It has been proven to help dogs with skin and coat problems, a teaspoon for small dogs and a tablespoon for larger dogs is all you need.

2. Apple cider vinegar can greatly help dogs with dry flaky skin. The next time you give your dog a bath, add half a cup of apple cider vinegar to one gallon of water and pour the mixture over your dog’s coat. Let it soak for five minutes and then rinse. This is especially good for dogs with skin problems and “hot spots”.

3. An easy way to rid your dog of excessive hair is to use a lint roller. Start by going against the grain of your dog’s fur and then go in the other direction. You’ll be amazed by how much extra hair this will pick up.

To get the complete report “How to reduce your dogs shedding in 3 to 5 days” call your business name at your number

Here's the thing about press releases. The press release has to written in a way that will peak the editors interest. When the editor is looking at press releases they are thinking about what's in the press release that is of any interest to their readers.

When you send in your press release make sure that it is double spaced and if you can send in a picture. This will increase your chances of getting printed.

Don't forget to send your press release to TV, radio and newspaper. You get get the names and addresses of all the media in your area by going to Gebbieinc.com.

Good luck!

Eric

P.S. Would you like to learn more marketing and advertising techniques designed just for groomers? Check out Groomers Marketing Course.

Love getting emails like this one

Here is an email that I got this morning:

Dear Mr. Letendre,

I watched the video from Napoleon Hill and it inspired me so much. I have been grooming since 1981 and now I am about to open my own business in New York City. I was so afraid and still nervous about it, but after watching this video it seems like my fears disappeared and I stopped doubting myself. Thank you for all you have done for groomers and people in general.

Thank you, Tammy

Isn't that a great email from Tammy? She is going to do great!

How do I know?

Because like you, she reads this blog. Now all you have to do is take ACTION!

Anyway, after reading the email I thought about a video that I watch every once in a while to keep me inspired, a video that helps me take action. This video is from the English version of American Idol. This guy is amazing and the video is great to watch when your feeling nervous or afraid like my friend Tammy.

See if you agree with me that this video is amazing:




As always I look forward to your comments.

Your friend,

Eric

P.S. Ready to take action? Have you checked out the New Groomers Marketing Course yet?

I'm sorry...but I'm a huge American Idol fan

Last night one of my buddies called me around 8:30PM. When I answered the phone I asked him if he liked to live dangerously?

He asked me why?

I strongly informed him that he was calling right in the middle of American Idol. He laughed and we had a short conversation.

I do like watch American Idol because I think it is a entertaining show but I also watch it because it provides a GREAT marketing secret.

Would you like me to share the secret with you?

You would?

Okay here it is:

American Idol is hugely popular because we get hooked on the personalities that make up the show. One of the best marketing secrets I can share with you is to use the force of your personality to drive your marketing and your business.

Even if you don't watch American Idol you may be familiar with the people on the show and the people that have been on the show.

Paula Abdul, always makes herself look like a bonehead every year. Very sweet and patient with the contestants but does some truly strange things every year. Simon Cowel, the grouchy guy from Great Britain. Very short tempered and not very gentle with the contestants.

Randy Jackson, the third judge, probably the least known because he does not have the strongest personality on the show.

Then you have the contestants. American Idol does an excellent job getting you to know and root for the contestants. We all become wrapped up in what's going on with them. By the end of the show you're hooked.

So don't be afraid to use your personality in your business. People want to do business with a person not a nameless, faceless business. Turn yourself into a brand.

Look at some of the big names in business - Donald Trump, Oprah, Martha Stewart, etc.

As the marketplace becomes more and more crowed with the competition this marketing secret becomes more and more important to apply. When I first started in the dog training business in my area there was me and one other guy.

Now, there are about 12 other dog trainers in the area. What did I do? I turned myself into the Amazing Dog Training Man. I had a logo made, wrote a book and positioned myself as the expert in my area.

Most of the dog trainers in my area can train a dog just as well as I can. BUT...

I am the Amazing Dog Training Man!

I turned my business into a brand. By becoming a brand I stand out from the crowd. I have name recognition, it's easier to remember me, to refer to me etc.

My last point. Believe it or not I am a fairly shy person. I am NOT the life of the party, I am NOT the guy that is the center of attention. If fact, if you were in a room with me and a group of people were talking about dogs, I would be the guy that is the most quiet. It drives my girlfriend crazy. She can't understand why I don't talk up more, especially when the subjects of business or dogs are being discussed.

I was much more quiet and shy before I started my business but I had to shed all of that because early on I learned this principle.

I can't stand being second and knew that if I wanted to be the best, most well known dog trainer in my area I had to use the force of my personality to stand out.

So here's your homework for this week: Start watching American Idol. As your watching it think about how you can use your personality to drive your business and marketing.

As always I look forward to your comments, questions and suggestions.

Your friend,

Eric