Marketing Secrets

The FAB Formula

May 1st, 2015  |  Published in Marketing Secrets

You don’t have to be an architect to use this communication secret…
Here’s a video training I did recently for architects in the Mandalay Bay Hotel in Las Vegas.

The Petrie Method: Benefit Busting from Enoch Sears on Vimeo.

If you want the full Petrie Method training modules (there are 6 in total) then click HERE

PS This training applies to ANYONE selling professional services not just architects.

Steve Jobs Makes Marketing Simple

April 13th, 2014  |  Published in Marketing Secrets

It does not get easier than this.

Steve Jobs teaches more about how to create a message than you will ever learn at university.

Step 1 Ask yourself

What do you value?

What do you believe?

What do you stand for?

Step 2 Make all your marketing reinforce your one core message



Bubonic Plague Video

December 17th, 2013  |  Published in Marketing Secrets

When it comes to marketing infections I like mine ‘viral’.

I run a strategy with clients called the Remarkable Client Experience.

It is probably the most creative, fun and effective strategy too.

Here’s how it works

You break the normal ‘boring’ experience people expect from your industry and create an experience so ‘remarkable’ that it FORCES people to rave about the experience.

This ‘experience’ turns bored clients into inspired unpaid sales people.

Capture their remarkable experience on video and you create a virus of Bubonic plague proportions.

This extreme example below may be ‘just marketing’ but as speed marketer Claire Hazledine famously said…

‘I don’t mind being manipulated…. as long as it makes me feel good’

Ok then …feel good for as long as you want.

Happy Christmas, thanks for being a subscriber!

Sometimes in life you get what you ask for.


Download my secret ‘client only’ ACTION SHEET below and have some fun.


PS  Want to sell smarter in 2014? Here’s what to do.

1) Email and type ‘I want viral’ in the subject line.

2) I will send you a short questionnaire and some times to chat both before and after Xmas (by phone). We will discuss what you want to achieve in 2014 and whether I can help you or not. Clients typically work with me for 6-12 months.

Maybe I can, maybe I can’t but you won’t catch breakthrough ‘viruses’ playing by yourself.

Killing Us Softly

December 12th, 2013  |  Published in Marketing Secrets

I don’t normally post this type of thing

but with two young daughters it is important to teach them the tricks advertisers play.


The Most Powerful Question In Selling

October 1st, 2013  |  Published in Marketing Secrets

Here it is…

“Why should I buy from you

over ALL other options

including the option of doing nothing?”

The answer is your USP or ‘Unique selling proposition’.

Click HERE to download reportaaaa

Click HERE to download the worksheet

Here’s what to do.zzz

1) Download the document ‘Competitor Knockout’ report

2) Download the worksheet

2) Read the report and complete the worksheet

3) Let me know how you did



The Monkey’s Fist Strikes Again!

August 24th, 2013  |  Published in Marketing Secrets

The Monkey’s Fist is one of my favourite lead generation strategies.


Well typically you will get 10 times more leads than you would using traditional advertising.

A quick recap…

Traditional ads might say

‘We are ABC architects, been in business for 25 years and we do X, Y, Z and we are great’

You know the typical type of self indulgent B.S. that readers ignore.

A Monkey’s Fist might say

If you are looking to renovate a character home in Wellington, call 555 5555 for a free copy of our latest guide ‘The secrets to renovating character homes’, simply give us your home address and we will post it to you free of charge’

No mention of any company just genuine information and problem solving education. But what you have is a lead and an address of someone who has raised their hand. This is called lead generation advertising and requires a follow up process.

$100k Club member Mona Quinn is fast becoming a master at leveraging this psychological back door. Ads like this can work great but her latest version is a step up from that. This time there was no ad. No cost. And no time spent writing by her or me.

For the 2nd time Mona Quinn has a two page ‘feature’ in the DomPost. This is what I call a ‘home run’. Seeing a client get this type of publicity is like getting Steve and Mark Waugh out when playing Australia at cricket. (Yes I did – sorry modesty has never been my strong suit :-) Ah heck if you can’t promote yourself then no one else will)

Last time Mona was featured in a similar article she got over 70+ leads requesting her booklet.

Let’s have a think about who might contact her…

  1. People who read the article
  2. People interested in renovating their character home
  3. People who want information and perceive her as the expert

Are these good leads?


These are GREAT leads!

Check out exactly how she did this.

  1. Grab a copy of the Dominion Post Weekend
  2. Turn to the property section and look up page E2. The article is titled ‘Architect attuned to blend of future past’.
  3. Scroll to the end of the article and read the last paragraph. Notice the ‘call to action’ (the money shot)

I fully expect another 70 leads from this little weekend effort. Trust me getting in the paper is not super hard if you find a way to ‘become the news’.

The online article below does NOT contain the Monkeys Fist (only the hard copy newspaper does) but you can check it out anyway.

The Stuff Version

The Stuff Version

Remember, the total cost? Nothing.

Time to write the article? Nothing

Result? 70+ leads, positioned as an expert in the market, an article to reuse with every prospect to reinforce your expertise.

A PR monkey’s Fist is even better than an advertising Monkey’s Fist because if an article is written by a journalist rather than a salesperson so the story carry more credibility and authority.

As my son says when faced with a large desert ‘It does not get better than this’.

This strategy is very do able. So get the paper, understand the psychology behind what is being done and copy it.


Richard Petrie

Does my bum look big in this?

June 20th, 2013  |  Published in Marketing Secrets

Q: Does My Bum Look Big In This?

A: Yip, but don’t worry it looks big in everything!

A life changing discover hit me at 4.45pm yesterday.

The discovery came after a nasty incident at 3.45pm with my doctor.

“110kgs Mr Petrie hmmm. You are at the highest end of the ‘overweight’ range… just under the ‘obese’ range based on your BMI” said Mary my new Kelburn doctor.

This heartless bitch was slashing the truth around in reckless fashion like a dagger.

“I beg your pardon. I eat well and exercise” I replied stunned.

It did not seem appropriate to tell her that on the way to her clinic I had treated myself to Pineapple Lumps and a cookie time biscuit.

I know what you are thinking… ‘The truth shall set you free Richard’.

Yes she IS doing me a favour. No one should run from the truth although most people do, in some area of his or her life, me included.

The self delusion holds us back.

Eighteen months ago I had lost 12kgs and was 98kgs and looking sharp. Playing in the Charity cricket game for Christchurch in front of 14,000 people and TV cameras. Looking fit, feeling great.

So at 4.45pm yesterday I made my honest list.  What I had done to get to 98kgs and what I was not doing now.

The list applies to losing weight as much as it applies to being successful in any area of life. I am going pin it on my wall because for me it is a winning formula.

Here it is – see if it could also apply to your success.

Results Getting Principal # 1 BE HONEST WITH YOURSELF

When I got down to 98kgs I was ruthlessly honest.

Every piece of food either took me closer to 100kgs or further away.

The words ‘just’, ‘only’, ‘but’ kill performance because they trigger self-delusion.

‘It’s JUST a small piece’

‘I’ve ONLY missed training once this week’

‘BUT I am really busy’

I want to be the best I can be. We get one shot at life and we might as well go hard. We might as well earn as much as we can, and get in the best shape we can.

There is nothing wrong with slipping occasionally but when we catch ourselves let’s get honest quickly and back to business. Jeremy Moon told me once ‘Everyone falls off the horse – but it is how quickly you get back on that counts’

The business we are in is moving closer to our goals taking one small step at a time. One small mouthful at a time.

Eliminate delusional words ‘JUST ONLY BUT

“My name is Richard Petrie and I am overweight – just under obese on the body mass index scale BMI.”

No honesty = No ability to change


Results Getting Principal # 2     STRUCTURED ENVIRONMENT

What is discipline?

***Discipline is DOING what you said you were going to do***

There is an easy way and a hard way to be disciplined.

HARD – Relying on willpower

EASY – Putting yourself in an environment where DOING is automatic

For twenty years I was a professional cricketer. Played for Canterbury, Wellington and New Zealand. I was always fit and healthy.

We would practice or play or train 4-5 days a week. Will power was not required, simply by being in a competitive structured environment meant I DID the actions required.

The game started at 10am. There was no ‘should I go or not?’ You just went and even turned up early to prepare. Action was effortless.

When I finished cricket I had to talk myself into going to the gym. No one to fine me if I was late. No one else was being held up. No one else cared.

So what happened? I went occasionally then got fat, 111kgs.

No structured environment = no disciplined action.


Results Getting Principal #3 HIRING A COACH

So what did I do when I got honest 18 months ago? First thing was I hired a personal trainer once a week.

There are two benefits here. Up until hiring the coach I had been doing the treadmill and stepper for 45 minutes thinking these were good fat burners.

Which they are but they are not the most efficient way to weight loss.

According to my trainer ultra high intensity mini blasts raise the metabolism and causes your body to burn fat even after the workout.

So we pick a muscle group like the arms and blast the guns for a minute to exhaustion. Then hit the legs that are still fresh and blast them for a minute. Then the chest and blast it for a minute. After two minutes rest doing the other body parts we can go and blast the guns again.

James’s workout was more productive than what I had been doing for the past year (which was not working) and it was only 30 minutes long.

James gave me the short cut. Better results in less time. Smarter. Not harder.

No Coach = No short cuts


Results Getting Principal #4 ACCOUNTABILITY

After three month of hard workouts I started thinking. “Do I really need this guy? He has taught me what to do, I could just turn up and blast myself”.

But I knew that after a week or two I would not.

First a session would be missed, and then another and then I would only push myself at 80% intensity and soon be back to delusional training. But having to turn up at 3pm each Friday afternoon made me accountable to James.

Yes the trainer gave me the short cut to results but he also gave me accountability.

Because he was waiting each Friday and pushing me the workout HAPPENED with QUALITY. That counts. I would lose respect from James if I weakened.

This was essential. Part of being honest is being accountable to someone else who demands a higher standard from you.  Someone who demands the plan gets followed.

I no longer have a coach. My workouts are less intense and less regular. 110kgs.

No Coach = No accountability


Results Getting Principal #5 MEASUREMENT


I have a client Mark who works with CEO’s to help them increase their share value. His key strategy is to identify the Key Performance Indicators KPI’s for the business and have the CEO track them.

Simply by measuring the KPI’s the performance improves. This was proved in experiments called the ‘Hawthorne Effect’.

Hawthorne would change the lighting, then the temperature in a factory and the researchers with white lab coats and clipboards would measure the difference in performance of the workers.

Each time a component was changed the performance of the workers went up.

Did more light and heat mean more productivity? No because the productivity also went up when they dimmed the lights and reduced the heat.


What Hawthorne finally realize was that it was not the heat or light but the fact that the workers thought their productivity was being measured. It was the focus itself that was triggering performance increases.

‘What ever you focus on increases’ Tony Robbins

Ok back to when I got my weight down to 98kgs I was entering everything I ate into a web site called

This is an awesome tool for fat barstards because it tells you the calorie of everything you eat. If you are only allowed 1500 calories a day then you can track what you are up to. You cannot bullshit A bowl of butter chicken is 800 calories – there is no generous underestimating.

I stopped using

You Get What You Measure


Results Getting Principal #6 PEER GROUP

  • On my own, weight is 110kgs.
  • Applying the principals above, weight went down to 98kgs.
  • Ten years ago when my peers were professional cricketers, weight is 93kgs
  • Twenty years ago when my peer group was international cricketers, weight was 89kgs.

In certain circumstances a good peer group is all you need. They say you will earn plus or minus 10% of the average of the five people you spend most time with.

So principal number 6 is surround yourself with people who have higher standards and you will raise yours.

The other time I got under 100kgs outside playing professional sport or controlling calories was when I joined Roger Twose and Richard Cutfield in their running group.

We ended up running three marathons. My peer group had gone from being overweight people to amateur runners who wanted to run a better time than each other.

All I had was a peer group with higher standards that I had to conform with.

You Become Your Peer Group

In Summary

Having written all these principals out success seems obvious.

Just apply the principals 1-6 or if you can only do one then join a peer group (principal 6) whose standards are so high they will lift yours like a tide lifts all the boats on the water.

Simon emailed me recently saying he ‘wanted to get back into a marketing coaching group’ and was I running anything. Actually I am very keen to start a new group with past mastermind members.

If you have not done the 6 month mastermind programme then the opportunity below will not apply.

(Before you can come into an advanced group like the one we are planning you would need to have done the ‘Launching Pad’ programme. This is where we untangle you from out of date marketing, get your target markets clearly defined and create messages that resonant with only the best buyers. A few other things. If you are Speed marketing newbie you need to email me for details  at

So I sent out an email to graduate mastermind members to see who wanted to

1)   Get honest about their results again

2)   Put themselves in a structured environment of learning and implementation

3)   Have a coach who can see through excuses and BS

4)   Be held accountable to keeping stuff done

5)   Have their efforts and results ruthlessly measured

6)   Be in a peer group whose standards are higher than any other group in New Zealand

The first former mastermind members who responded were the obvious suspects. Good people who always want to do better.

The idea of getting a group together again excites me. And if you don’t work with me to increase your sales and margins then you’ll probably end up coaching yourself again. That is ok, but it does not work for me too well either. If your business has potential to grow sales then it will be faster and more fun with me.

And your new peer group will be sailing on a very high tide.

A rising tide lifts all boat on the water.

I have not finalized the details – I want to talk with a couple of participants to get their feedback tomorrow but consider joining us.

Get on the rising tide and lift your standards with us. Then change your income and your life.

I am calling this the $100k club because that is how much extra I want you to earn by being with us.

Here’s what to do.

Just register your interest. No commitment, I wont force you to earn an extra $100k with us,  you will just receive the details once they are finalized.

>> Email your name and phone number to now

Speak soon.


PS By the time we have our first group workshop I will be under 106kgs or I will reduce the investment for attendance by 33% until I am. I forgot reward and punishment as a success factor.

PPS If your sales and marketing bum is looking big OR if you are fitness overachiever then email your name and phone number to me now at and you will be sent details of this new programme as soon as details are confirmed.

Member SuperSpeed 2013-1






The 10 Day Cash Machine

December 13th, 2012  |  Published in Marketing Secrets

Just got off the phone having sacked my accountant.

Yes a strange way to start a blog titled ‘The 10-day cash machine‘, but to vent is to heal.

One good thing about being a client on the wrong side of bad service is you learn how NOT to do things.

Now technically the sacking probably happened a week or two ago when my old accountant got a termination letter from my new accountant.

My now sacked accountant (whose name I had to look up because I could not recall it) finally called this afternoon after I sent an urgent email asking why the transfer process hadn’t begun. Naturally he asked the obligatory ‘why?’ in a feeble tone.

My answer was…

‘Because we have no relationship, we only have a transaction’


He is a nice guy. The company are a good company. They have done no wrong BUT we have no- r-e-l-a-t-i-o-n-s-h-i-p. No connection.

How can this be after 10 years?

I don’t know them and they don’t know me. I don’t care about them and they don’t care about me. As the client it is not my job to care.

In ten years, I have not received a Xmas card, phone call to see how I was going, email to say ‘Hi’, invite to an anything.  The only reason I have not left earlier is because I never got around to it. I intended to a couple of times and never quite finished the job.

When was the last time you got an irresistible offer from an accountant? Never.

To be honest if you live in Palmerston North, Coombes Smith might have given you the ‘Cheese caked slam’ but they are the exception. So they don’t count.

My old accountants on the other hand (big one with a big name) did our accounts and sent us an invoice. That was all our relationship ever consisted of.

Bang, nice and clean, in and out. No love.

Wham Bam Thank You Mr Petrie


We were worth about $5k a year to them, so nothing special. $10k a year is considered a decent client but we were still $50k over the ten years and probably another $80k over the next ten years all going well.

Three years ago me and the old recently sacked) accountant had a conversation about their retention problem. Not sure where but it was not a client function. I unsuccessfully tried to convince him to send stuff to his clients. Educational stuff that might help his clients grow their business.

Grow Their Business…

There’s A Radical Idea!


Naturally I tried to sell him a series of marketing resources and interviews he could use (well I am a marketer and he was my accountant and needed help).

He could have sent this stuff to his clients on a regular basis to add value, connect and stay in touch.

He could have called a client he had been neglecting and said ‘Did you get the CD interview with Jeremy Moon I sent you last week?’  Heck what a great icebreaker. Pun intended.

That could have lead to a question like ‘While I have you on the phone what are your three biggest issues in business right now?’ Which could easily have lead to an offer to help solve those problems and advisory work.

Even if he did not like MY stuff (which was excellent by the way) he could have found something else and used my idea.

Did he do anything? Nope. Retention problem 3 years ago in 2009.. retention problem in 2012

‘Thank you for the feedback’ was his reply.


No Sorry that in ten years you feel there was no r-e-l-a-t-i-o-n-s-h-i-p’.

No ‘Thanks for your business over the last ten years – I bought a new Lexus with your fees.’

No ‘Yeah you are right we have a retention issue, I should have actually started to communicate with my clients by now’.

Never got invited to his office, never had a free consultation on any problem that might have extended into something bigger. Just…

10 Years Of Silence


I don’t feel angry at all, this is his problem, I feel sad. It’s a sad way to lose customers.  Neglect. Laziness. Lack of care. Leaving because there is no reason to stay. I feel no guilt, I feel no obligation to him or his firm. Nothing.

He was happy with the yearly transaction fee but too ‘busy’ to connect with the person.

This lack of attention to his clients has seen me and quite a few others walk. I said ‘leaving was an easy decision to make because we have no relationship’.


That was not meant to be mean but it is the truth.

So as a subscriber to this marketing blog… ‘thank you’.

To attendees of the many seminars I have run… ‘thank you’.

To my clients past and present… ‘thank you’

It is easy to take people for granted. But not really forgivable if they are a subscriber or client. So here is the happy ending. Now I want to give you something.



As a gift I have prepared a series of videos.

These 3 strategies help you get prospects requesting appointments. And I mean that.

Proof: A building client used the ‘10 Day Cash Machine’ last week and got 12 people calling to request appointments with him. An IT client got 9 meetings booked three weeks ago with ‘The 10 Day cash Machine’. No cold calling, no effort at all except sending two emails (I recommend three but they did not even do that properly and it still worked fine). This strategy is called the 10-day cash machine.

I use it all the time, this is Speed Marketing101. This strategy works BUT you have to use it i.e. if you watch the videos and laugh and think ‘gee that would work for me’ but don’t do anything then guess what results will happen?

This video series is not magic – you have to implement.

(97% of people who attend seminars do not implement. The only people who implement my concepts are people in my coaching groups. That is not a tricky statement to trick you into wanting to be coached by me, it is the truth. That is why presenters like me and anyone else can give away their best secrets fearlessly in seminars, because unless attendees are held accountable over time no one EVER implements – it’s an amazing but true phenomenon).

PS This is a side issue but the NZTE are providing a $5k grant if you want to join one of my coaching programmes – if you are interested let me know and I will give you the details.

Anyway the ’10 day cash machine is the real McCoy so put yourself in the minority and apply it.

Just click HERE then enter your email and you are away laughing.

Thanks again for being a subscriber – it is therapeutic for me to spew my guts.


PS Leave your comment at the bottom of the videos.

Show Me The Money

November 5th, 2012  |  Published in Marketing Secrets

Only read this article if you are serious about getting rich.

Imagine you are driving to an important meeting 5 minutes early.

Then all of a sudden the car starts to splutter. You coast to the side of the road as the car loses power.

Confused you call a mechanic to come and fix your car.

‘Do you know why the car lost power?’ The mechanic asks.

‘No idea’ you respond.

‘Good news sir’, he says. ‘You are just out of petrol – I can give you enough to get to a petrol pump’.

Now 10 minutes late for your big meeting you detour your journey at speed towards a petrol station when a police car pulls you over.

‘Do you know how fast you were going? The officer asks.

‘No idea’ you respond.

‘Well you were going 75 in a 50kph zone, that will be a $200 fine and 100 demerit points on your license, and I see you already have 200 demerit points so that will probably cost you your license too’.

Now you are 30 minutes late for the big meeting with a big fine and a big date in court.

You drive off slowly this time to fill the tank and the car starts to splutter again! As you call the mechanic again you know petrol cannot be the problem.

The mechanic arrives and immediately asks ‘Do you know why the car stopped this time?’

‘No idea’ you respond.

‘The car is overheating because you don’t have enough oil or water in the engine. Didn’t the indicators tell you the car was getting hot?’ He enquires as if you are stupid.

‘What indicators?’ you respond.

All Your Problems Come Down To ONE Thing

You are not stupid it is just that your car does NOT have any indicators.

No speedometer, no temperature gauge, no fuel gauge. No feedback of the key performance indicators of your car.

No indicators means no warning signals as you run out of petrol. No indicators means no warning that the car was over heating.  No indicators means you have no idea of you speed and so you drive too fast.

You have now missed your big meeting and a potentially huge sale but that is just the start of your problems.

You decide to sell this car with no indicators. But all prospective buyers want to know is ‘How many kilometers does the car have on the clock?’

 ‘No idea’ you respond.

Vital Feedback

Now let’s imagine you install a dashboard that showed your speed, petrol levels, engine temperature and mileage.

Instantly the car has become a safe asset and does not need to be sold.

Of course this is just a story to exaggerate my point. No one would have a car with no indicators. That is just silly.

But remember your sales and marketing is also a vehicle that drives revenue and profits. This is also an area the MUST be measured and tracked meticulously.

…Because you cannot control what you cannot measure.

A business without sales and marketing indicators can run into trouble as quickly as a car without a dashboard of indicators.

If I were to ask you what are your current performance indicators were telling you this week and your answer is ‘No idea’ then we both know why you are having so many problems.

Magic Numbers

The only time I Like math is when I am counting money.

But in 8 years of working with clients I get to see that the rich ones know their numbers inside out.

I often get asked questions of me that cannot be answered intelligently without the numbers. For example: “My newspaper ad works pretty good. The media rep is urging me to increase from quarter page to half page. Should I?”

My questions have to do with what ‘pretty good’ really is.

  1. What is the cost per lead (CPL) from the ad? (Total cost divided by the number of lead your ad generated)

This is the money spent to get the prospect to raise their hand. So if you spend $100 a month and get 10 people call you or go to your website then your CPL is $10 from that media

2. What is the cost per sale (CPS) from the ad? (Total cost divided by the number of clients your marketing exercise        generated)

This is a truly critical number that tells you the cost of acquiring each new customer.

3.  What us the lifetime customer value (LCV) from the ad?

This allows you to measure the total value of each new client. This number also helps you get real about the cost of losing each client and helps you determine what you are will to invest to acquire and keep them.

2.  How do these values compare with other CPL, CPS and LCV from the other means you use to get customers?

That’s just he beginning, but if you can’t at least tell me those, I cannot tell you whether to increase, decrease of eliminate your yellow pages ad all together.

Once you know these numbers you then have a MA-CPS, a maximum allowable CPS and you work at getting as many new ways of bringing in customers as possible to perform at or below that number.

Hardly any business owner knows these numbers, although many think they do.

Just as a car with no indicators is trouble waiting to happen, so too is a business.

If you are buying ad media or investing in marketing without tracking the numbers on a dashboard then you aren’t managing your business.

You are guessing your business.




Big Pitching

October 25th, 2012  |  Published in Marketing Secrets

I was in London last week and caught up with an old cricketing buddy.


Imagine you had an idea so big that the mayor of London had to be sold on it first.

Sam Martin, just pitched Boris Jonson and he loved it.

London would be the first city in the world to have one.

Check this out. Sam is awesome.

Here is the sky cycle below…