In the 33-plus years since I created my first little piece of direct response sales copy, I've written considerably more than a thousand direct response ads, television spots and mail pieces.
Because nearly all of them were direct response promotions, each produced an easily measurable and almost immediate result. And over the years, as I studied those results, my approach to strategizing and creating sales promotions began to evolve.
Today, my work process is very different than it was in those early years. My first thought is no longer about the product benefits or even the product's USP. Nor do I begin each project by thinking about all the rational "reasons why" my prospect should buy.
In the last Success Marketing Strategy we talked about pricing and how most business people under price their products and services. Of course, fixing this problem is a huge source of profit improvement.
A second source of profit improvement directly linked to everything else we've discussed in these email is doing more business with each customer as opposed to obtaining lots of new customers. A lesson I've learned from the mail order business is that a buyer is a buyer is a buyer. It's infinitely easier and always more profitable to work at increasing the purchasing of your satisfied customers than it is to go out and add new ones.
For most of his career, Neville Hockley has faced the tech headaches that confront the owner of any small design firm: finding time to read the hundreds of e-mails he receives each day and waiting for high-res graphics to upload. But in a few months he'll face a new set of challenges, such as preparing his workstation for an oncoming nor'wester or searching for a satellite signal off the Caymans.
For the past decade Hockley has worked ten-hour days building his i&D Media Group (iandd.com), a New York City-based graphic-design company with eight employees, more than $3 million in annual revenue, and clients that include Discovery Networks and Hyperion Software.
When my father was drafted during World War II and dumped in Belgium just in time for the Battle of the Bulge, my mother and his first two kids (I wasn’t a glimmer in his eye yet) waited days for even a trickle of news about the war… and waited months for letters from Pop himself.
The news came in painfully slow trickles. First rumors, then snatches of broadcast bulletins on the radio, then a newspaper story that may or not have been accurate… and in none of this was even a prayer for specific news from or about Pop.
That kind of no-news existence is just hard to imagine now. Online, I can watch stories develop just by refreshing my Google homepage — really hot news is updated constantly, within minutes of dramatic fresh input.
The problem with only using one single road to get anywhere is that in the end, even though that road may be considered the best for you at that point – things change. You will wake up one day and find that road has been discontinued or someone’s put a road block up or put a diversion in place.
And yet this is what I see all too many website owners do and I’ve been down that one, single road myself. And when it gets shut off or narrowed it hurts.
The most common single road that people use and rely on exclusively is search engine traffic, or more specifically – Google traffic.
Back when I started out in advertising… and even in the first year or so of my freelance career… I had to concentrate to remember exactly what “direct response” meant in the term “direct response advertising”.
Because a lot of the clients and agencies I worked with were oblivious. They understood the concept of advertising – you tried to persuade people to buy your cool new product.
How tough is that to be clear on?
I've gotten so sick of speakers at conferences who want to show you how to make a million dollars. They talk about how great they are and then ask you to invest obscene amounts of money and they will "give you the secret" to wealth and riches.
Will someone PLEASE tell people to STOP buying from these people? I would prefer you learn how to make an extra $250 a month. After you do that you can replicate the process and make MILLIONS next year, OK?
It's like mutual funds. Rather than own ONE site that is brining in all the cash, why not have a few hundred sites each making $250 each?
How To Get Free Airtime And Free Print Ad Space By Setting Up Joint Ventures With Newspapers, Radio Stations And TV Channels
One way to reduce the risk and cost of launching a new consumer product is to get TV stations to run your ads for free. That's exactly what R.D. Smith did when he launched Drive & Grow Rich Inc. This year, Smith, 33, will sell more than $10 million worth of motivational and business CDs and sign up 100,000 new subscribers without paying a cent for advertising.
Smith calls his secret formula "joint venturing" with the media. "Every media outlet has some unsold airtime," he says. "Instead of taking a loss on it, they give it to me in exchange for a split of the sales."
The first time I heard about Chris Carpenter's "GoogleCash" I thought it was the silliest thing I'd ever heard of.
It's the world's fastest instant business, really. It works like this:
1) You go to a website that pays commission when visitors you send there buy, and you sign up for their affiliate program