My submission was inspired, in part, by the August 2012 Diamond Letter.  In it, Dan talked about “Thieves In The Night”.  How to ETHICALLY Swipe & Deploy (S&D) other's intellectual property (lest we become CHINA).

I S&D’d several items that I’ve identified from various Planet Dan cohabitants to create the enclosed Client VIP Kit for my wife’s interior design business. 

I believe I have ethically S&D’d all items.

THE BUSINESS

Bricks & Mortar interior design / home furnishings / remodeling business in NW Tucson, Arizona suburb (Oro Valley – Tucson’s “Scottsdale”).

Primary Target Market is affluent LEB/S (see Dan's latest book re Boomer/Seniors) within 15 miles of her showroom.

Leads currently generated via referral, newspaper advertising, direct mail, and walk-in traffic, and other misc. direct response methods.

All products and services are PERSONALIZED for the homeowners.  <1% of Sales from displays / stock.

Mid to Upper price range products & services

USP’s:

1. Total Value

2. One-Stop Shop 

3. Made in U.S.A. products featured

WHAT

Shock & Awe Package (VIP Client Kit) handed to or FedEx’d to prospective clients that have scheduled an Initial Design Consultation (first meeting in-home) with the staff designer(s).

WHY

Owner (my wife) accepts new clients By Referral Only.  Her staff designer(s) – currently only one – take all walk-in’s and other leads.

Wife’s conversion ratio is 91.6% and average client sale = $17,562

Staff Designer’s conversion ratio is 31.7% and average client sale = $3,489

Wife is always MAX’d OUT with clients.

In order for the business to grow, the staff designer(s) – (straight commission compensation @ 20% of Gross Profit) MUST generate more and/or more profitable sales.

HOW IT WAS DONE

The basics for all the components of the Shock & Awe Package were written by myself, for the most part, based on GKIC Direct Response Principles.

One piece – The Smart Homeowners Guide – was modified from content licensed from an Interior Design industry guru.

Chuck Trautman, IBA in Phoenix, assisted with the radio interview on the CD.

The Smart Homeowners Checklist was S&D’d from the example in the August 2012 Diamond Letter by fellow Diamond Luxury Member Jim Edholm, who I understand S&D'd it from Craig Proctor, one of Dan's clients I believe.

The 6-piece stepped set on the Right-Hand side of the kit was S&D’d from Matt Zagula’s Shock & Awe Packages he shared at the Trust Based Marketing seminar in March 2012 that I paid $10,000 to attend (well worth it).

Unfortunately, Matt's version, since he's an "investment guy" was WAY too subdued for my wife's interior design tastes.  I spiced up Matt's presentation a bit with the "scrollies" on the paper.

The 8-Ways report is something created prior to my finding Planet Dan.  Hmmm?  Go Figure?

Two Additional Pieces Under Development

1. Reprint of Builder/Architect magazine article about the Street of Dreams home that won Best Interior Design
   
2. Faux magazine article tear sheet from invented magazine – Arizona Interior Designer, which tells wife’s “story”.

 Cost of this VIP Client Kit = $11.22 each (including development and printing costs) - see 'Kit Cost' tab

If Kit is "mailed", this cost does not include postage or FedEx (typical method), which could increase delivered cost by 50% - 300%.

Certainly, there is an 'incentive' to hand deliver (no additional cost) vs. FedEx ($30 additional cost),
BUT - THE most important factor isWHICH delivery method will INCREASE the Probability the VIP Kit will be read, and therefore INCREASE expected SALES and GROSS PROFIT.


RESULTS

Since implementing this Shock & Awe Package (Client VIP Kit), staff designer’s results have improved dramatically in ALL key measurements:

• conversion ratio (from prospect to client)
• average client sale
• average gross profit % (gross margin)
  

Staff Designer                     Before VIP Kit    After VIP Kit     % Change

Conversion Ratio                              31.7%                   42.4%              +33.8%

Average Client Sale                           $3,489                   $4,214              +20.8%

Average Gross Margin                       45.2%                   48.5%               +7.3%

Gross Profit per 100 Prospects        $49,992                 $86,657             +73.3%

Commission (20% of Gross Profit)  -$9,998                 -$17,331            +73.3%

 
Additional Cost per 100 Prospects ($11.22 per Kit)       -$1,122

“NET” PROFIT             $39,994        $68,204      +70.5%

WHY IT WORKED

• Showed Up Like No One Else (Matt Zagula)

• Established Expertise (Trust Based Marketing)

• Look / Feel matches affluent positioning targeted (Marketing to the Affluent)
  

• Provided in preferred media – print (Marketing to Boomers & Seniors)

• Targeted to primary decision maker (female of household)

 

BOTTOM LINE

• Helped "set the stage" for staff designer to improve performance

• "Greased the Skids" for staff designer - making her "sales" easier
  

• Staff Designer has increased her commission income by 73.3%

• Business has realized a 70.5% increase in Net Profit from leads

Who Else Can Point To Such Results From Just ONE GKIC Diamond Letter/Call Idea?


Which Diamond Call / Letter idea next year will CATAPULT your business, like it did ours?