How to Make A Million DOLLARS Selling Donuts

This is going to be fun and a valuable lesson and a two part series.

 

Every Thursday just up the road from my house is a guy who sets up a donut van…

 

Himself and his wife sell warm jammy dodgers…AKA Jam Donuts…

 

Anyway, each Thursday my daughter asks if one the way home from school we call in and get a couple of those silky smooth donuts…

 

So this morning when driving up the road I saw the solitary sign display the owner puts on the side of the road with

 

“Hot Jam Donuts”

 

And that’s when my marketing brain kicked in high gear…

 

Suddenly headlines…ideas…and strategies starts bouncing around in my head…

 

I know what you must be thinking…

 

What sort of nutter daydreams about headlines and strategies instead of more appealing things…

 

But when you start understanding how important marketing is to building a business it becomes an obsession…

 

Which is a good thing right?

 

Anyway, I couldn’t help myself and pulled over and had a chat to the owner and his lovely wife…

 

They were really nice people, a couple in their late 40’s early 50’S with a dream to build a donut business on the side of the road…

 

As it turns out they’d maxed out their credit cards getting the business up and running and was just starting to break even selling donuts…

 

As we were talking I found out that he sits up at night worrying what he can do to bring in more sales…

 

He also told me that he knows there is a way but just can’t put his finger on it…

 

As I sat there listening I couldn’t help but feel the pain for this couple…

 

He filled me in with how people were asking him if he has franchasies (lesson coming up about that).

 

How people were asking if he sells coffee as well…

 

And how he’s been thinking of getting another credit card to buy a secondhand coffee machine to try and make this business profitable…

 

But like most start up business owners he was scared of investing more money without knowing if he’d see a return on his money.

 

I really felt for these guys…

 

Their struggling to bring in more customers and sales…

 

Sound Familiar?

 

And the dream of building a business and lifestyle is strong with them obeoneknobe…

 

 

So let’s see where I would start to build this business into a million dollar juggernaught with just marketing…

 

This first thing I said to the owners is put 2 more signs up about a kilometre apart before the “Hot Donuts Sign”

 

The first one saying “Silky Smooth Warm Dough Fresh From The Oven”

 

Now a quick question for you…

 

Which words are the important ones?

 

I’ll let you ponder on that and reveal the answer in tommorow’s email…

 

And the second one will read “Sweet Strawberry Jam Dusted With Sugar”

 

Another lesson!

 

Which words invoke emotion?

 

See if you guessed it correctly and I’ll reveal the answer tomorrow…

 

 

Now I believe that by adding those two signs Before the hot donut sign will conservatively boost his sales by at least 30% if not double them, WHY?

 

Because it creates or manufactures desire for what you’re selling…

 

Think hard about it for a minute and try to understand why I would use this strategy and how you can use it in your business…

 

Think about it this way…

 

We all know that to build a business the lifeblood of that business is to get sales, right?

 

And that in order for someone to give us money we need our customers to desire what we have to sell…

 

So how do we create that desire…

 

By thinking like a human…and not like a marketer…

 

With me…

 

Okay, moving on…

 

How I thought about it, was driving down the road and seeing a sign “Hot Donuts” isn’t very appealing…”Is It?”

 

You’d probably see the sign and think oh he sells hot donuts how cool…

 

There’s not much emotion going on here to make me want donuts unless I was starving.

 

But if I was driving down the road and see a sign that says “Silky Smooth Warm Dough Fresh From The Oven”

 

I’d start to wonder ‘What’s this dough? And what makes it silky smooth?

 

And then the thought of ‘Warm dough” will make me think about fresh bread straight from the oven or the smell and touch of fresh breadrolls and hot cross buns…

 

Whatever dough, BUT not the dough that’s going to be presented to me a couple of miles down the road…

 

See what I have done is fire up the curiosity and attached emotion with mental pictures…

 

I’ve created a mental picture of “warm dough” that’s silky smooth, that’s got me excited about finding out what it is…

 

I’ve manufactured desire…

 

Still with me?

 

Now for the next sign “Sweet Strawberry Jam Dusted With Sugar”

 

Again I’ve painted a mental picture and asked the subconsciencious mind to provide me with images and feelings of desire to

 

  1. Find out what it is? Curiosity…
  2. Make me hungry and want what is just around the corner…

 

 

See when you switch the thought process around and think deeply about what emotions people will feel when getting your product it makes it easier to sell..

 

All buying decisions are emotional not rational or logical…

 

Logic comes after the sale…

 

If I’d put up signs explaining in detail how the dough was made…

 

No one would care and no one would buy donuts…

 

But by manufacturing desire with emotional words you get your customers feeling what you’re selling and then it’s just a matter of taking the order…

 

So tomorrow I’ll reveal my strategies and plan of how I would get more customers stopping on the side of the Road to buy my donuts…

 

And I breeze through how you could scale up this business and make a million dollars…

 

Pay attention to how I’d SCALE this business in tommorows email…

 

Ray

 

P.S – Speaking of manufacturing desire if you want me to put some magic into your business then contact me here ray@massiveactionblog.com

 

 

 

 

 

 

 

Find out the details here:

 

 

 

 

 

 

 

Talk soon

 

Ray

 

 

Part 2: How To Make A Million Dollars Selling Donuts.

 

 

Back again?

 

Great, let’s get into it shall we?

 

Where was I! Oh that’s right how to scale this tiny hot dog stand into a behemoth…

 

But first…

 

Let’s test your marketing knowledge “ How would you scale a ‘HOT DONUT BUSINESS?”

 

STOP DON’T READ ANYMORE UNTIL YOU DO THIS Send me an email to with your answer ray@massiveactionblog.com

 

Before we get into the nitty gritty let’s recap what we’ve done.

 

  1. We’ve manufactured desire for the customers driving past therefore getting more people interested and excited about donuts.
  2. We’ve started to get attraction about who we are and what we are selling to the traffic going by, haven’t we?

 

Now what do we do to increase sales further?

 

Let’s look at some more quick wins to get some more traction in this business…

 

But before we do just a quick note…

 

the strategies I’m sharing with you won’t have concrete numbers, but it’s rather a thought process that marketing strategy that you can mimick and copy to use in your own business.

 

It’s designed to stretch your thinking and get you thinking outside the box to see just how important marketing is and how to come up with income producing ideas for your business…

 

Ok, what about if we did what the hot donut vendor suggested to me and purchased a coffee machine and start to UPSELL coffee with the donuts…

 

Think that would work? Of course it would coffee and donuts is congruent with what people think goes together…

 

So it makes sense to offer it to people and now we’ve pushed the “LIFE TIME CUSTOMER VALUE” UP and make more per customer which means we need less customers to make the same amount of revenue…

 

Now if I was a betting man than I would say that the profit margin also skyrocketed as well…

 

Don’t you think?

 

Ok what’s next…

 

What about coming up with an offer to add some excitement to mail out to all the houses within the geographical area and get those people to know we sell donuts on Thursday…

 

See what I am doing here!

 

In order to increase business we need to get more customers coming to us…not chasing after them….

 

That’s the goal of marketing getting your potential customers coming to you…picking up the phone and calling or emailing back…

 

So Let’s rent a list of all home occupier’s within a 10 mile radius of the donut stand…

 

We could do a nice little direct mail piece, with a pretty flyer and maybe a coupon tear off sheet(which by the way would be good for engagement by asking for a micro-commitment)

 

What could we say for the offer is something like…

 

“ A DOZEN DONUTS FOR $$$ AND A FREE COFFEE FOR MUM + IF YOU BRING THE KIDS BEFORE SCHOOL WE WILL THROW A FREE DONUT IN EACH OF THE KIDS LUNCHBOXES”

 

Now don’t you think that would get some attention…WHY?

 

Now let’s look at what we’ve created here remember we’re creating DESIRE..

 

So think about this for a second let me run through why its important to understand your customers lives…

 

Mum is stressed with 3 kids to get to school…there’s breakfast to be made, lunchboxes to fill, uniforms to dress the kids in, make sure the school bags are in the car and not enough time to have a nice creamy coffee…

 

So what we have done is…

 

  1. Take away some pain for mum
  2. Give mum some relief by giving her something she might miss out on ( coffee)
  3. Help her overcome the frustration of what to put in the kids lunchboxes.
  4. And keep the kids happy when they come home from school by having donuts for afternoon tea…

So as you can see we’ve provided a lot of value by understanding her pain and solving her problems…

 

What’s the chances that a busy mum with 3 kids would look at that mail piece and tear off the coupon and drive out of her way to take you up on that offer…ummm?

 

Thought so, and what do we get in return, TRACTION…AWARENESS OF OUR PRODUCT AND BRAND…LOYALITY

 

So now that we have her attention what’s the chances that we have her coming back on a regular basis…

 

Well to make sure she comes back we make sure the coffee is better than starbucks for a start… then we she comes and takes us up on our offer we reward her with?

 

Another offer…

 

Like a loyality card, and when we offer a loyality card we get to know her name email address and every time she comes for donuts we greet her with her first name…

 

Why? Because she’ll start to do marketing for us by telling her friends with kids about these fresh warm donuts and great coffee…

 

So on the loyality card we might put by 12 donuts and get a free coffee and if you bring a friend as well they will get free coffee as well something like that( these are just coming off the top of my head)…

 

Now we’re creating a viral traffic…customer generating machine because we’re inducing desire to tell people about this great hot donut stand that gives out free coffee for me and a friend…

 

Now think about this for a second…

 

What we’ve done is created a desire to buy donuts… we’ve sold more donuts with an upsell so we’ve increased our sale per customer ratio meaning more money per customer and we’ve got our new customers to refer friends which means more customers and those new customers didn’t cost us a cent to get…

 

Are you starting to see where this is going?

 

So now we’ve got a system in place to sell donuts and we’ve created a sales system to bring in referral customers FREE…

 

Our advertising costs to get customers have come down and our profits have gone up and we’ve creating loyal customers with our loyality program and refer a customer program to keep them coming back…

 

You see the first sale is the most costly and the most difficult…

 

Now that we have a sales generating system in place it’s time to replicate and scale up this baby…

 

So what’s the next step to making a million dollars selling donuts…

 

Well now that we have a proven system to get customers and keep them happy and sell more donuts…

 

It’s time to open another Van and put some employees on and target another area close to schools and repeat our success…

 

So rather go through the whole kit and caboodle…but doing another van by yourself and having an employee manage it for you would allow you to systemise your processes and gain proof that your new “DONUT SELLING MACHINE” actually can be replicated and ready for mass market…

 

And how would we do that…

 

Well remember when I told you that the owner already told me that people we’re asking if he had franchises…

 

We already know that there is a market for our new “BUSINESS IN A VAN”

 

And we have tested our methodologties and our processes and made sure anyone can sell donuts…

 

Now all we have to do is start selling our HIGH TICKET OFFER  which is

 

JIMBO’S HOT DOUGHNUT FRANCHISE

 

Jimbo was the first name that popped into my head…

 

Anyway, because we have testimonials and proof that our donut selling system is producing staggering numbers we can now offer a franchise for say $15,000 -$30,000 or maybe more…

 

So now we’re not just selling donuts we’re now selling franchises or our high ticket product and we only have to sell a couple of them a month and we’ll be sipping margaitas by the pool in maui…

 

But we’re entreprenaurs and marketers and we understand that we solve problems in the market place and get paid hamsonely for it…

 

So we offer to do the marketing for the new franchisees and we source the coffee machines at a discount and put a small margin on the price…

 

We source cheaper ingreadients and onsell them to the franshisees…

 

We create synagies and systems and networks to maximise out output and potential and squeeze profits out of every inch of our business in an ethical way….

 

Because we know that our customers buying donuts and our customers buying our franchises are are the lifeblood to our business…

 

So we do direct mail pieces to sell our franchises and we use the same marketing strategy we used to get customers who buy donuts to get new business owners to buy a franchise…

 

Rinse and repeat…

 

So to create our MILLION DOLLAR HOT DONUT BUSINESS we only need to sell 30+ franchises per year but we’d probably only need to sell less because we’re receiving royalities and profit from the markups on the products and don’t forget our own donut stands…

 

So in this illustration I’ve shown you the exact blueprint to build a million dollar business selling something a simple as donuts on the side of the road…

 

But if you’ve been taking notice I’ve also shown you the blueprint on how to build an online business as well…

 

Because all the strategies I’ve outlined here can be used online and most likely much easier and faster…

 

You can swap direct mail for email…

 

You can swap the van for a website…

 

Traffic is not cars but people clicking on your link…

 

Advertising can be google adwords or facebook…

 

Your Donuts are your front end freebie or low cost optin product…

 

You upsell could be you coaching or another product…

 

Your franchise could be your high end coaching group or mastermind…

 

See it doesn’t matter what it is marketing and understandind what makes people tick and buy…

 

They’re desires and wants needs are the most important thing…

 

Online business is exactly the same finding what peoples problems are and filling that problem with your product… or creating a product to fill that problem…

 

It’s as simple as that…

 

Hope you’ve enjoyed this series as much as I’ve had making it for you….

 

Please send me an email and let me know what you thought…

 

Or leave a comment on the blog…

 

Till tomorrow

 

Cheers

 

Ray

 

P.S – read this email again and go back and answer the questions I asked see how you go this time… I betcha that you’ve got ideas swirling around your head already…If so then I’ve done my job.

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