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first sale.
But that s just the start. Every 30 days they send the customer a specific mailing on some
specific product(s) or service(s) they sell, romancing and educating the people on the function,
desirability and advantage. And in that letter they ask actually ask the customer to buy.
It may be a request that they come in, or more directly, an offer to order via mailed coupon or
phone call. It may also encourage the customer to request that a company salesperson come to
their business or home.
The possibilities are endless; the results are usually extraordinary.
4) Once every quarter, you may decide, for cash generation reasons, to run a customer-only private
sale. This provide two benefits: (1) It creates in a customer the feeling that they are important to
you, and (2) Such a mailing can produce cash at critically needed times and in droves once the
right offers, approaches and frequencies have been discovered.
By the way, once the results are tabulated conclusively, they then provide, in a dollars-and-cents perspective,
answers to the question of precisely how much a given mailing or offer will produce from each 100 or 1,000
customers every time it is tried. From every $30 in marketing expenses invested in post-sales mailing number
one, $1,000 may be generated. Then with $50 invested in post-sale mailing number two, $3,000 in profit could be
generated, and so. The essentials, however, are: Communications tested and results tabulated.
Once the precise results of each marketing program are accurately assessed, the company gains an
extraordinarily clear view of the value stored in a customer and how to predictably tap that value potential. What
is discovered, for example, could be that for every 100 customers properly developed (on the back-end) an
additional $300 to $500 in sales could be produced before the first year is up and another $200 to $500 per year
thereafter, ad infinitum!
Tallying up the $100 customer could potentially be worth thousands of dollars in extra profit to a business
concern over the time that customer is kept active. Startling, isn t it?
An equally dramatic case can also be made for nonpurchasing prospects. And, though the marginal net worth
per prospect may be only a fraction of that of a current customer, the fact remains that there are usually 10 to 100
times as many qualified prospects as customers in a company s market area. If the entrepreneur learns how to
masterfully develop a prospect via back-end marketing, it could yield more revenue in aggregation every year
than ever before experienced.
In conclusion, be proactive, not reactive. You ll profit as a result.
54. What are some of the more dramatic nontraditional approaches you ve seen succeed?
One such method is sending unsolicited gifts to people gifts that transcend the limitations for whatever the
basis for that relationship was. Include with it a letter explaining how you thought this gift would really help
them in their life...and then make them an offer on top of that (that isn t mandatory).
Another is sending a postcard or letter out to potential customers resummarizing a proposition you earlier
made them, that tells the recipient why you made a big promotion. I ve seen potential customers become much
more receptive to an offer once they understood the logic behind making it. It s a facet of human nature.
55. How can I make my direct mailings stand out from everybody else s?
In the last decade or so, a set of rules has been established in the direct-mail industry that provide guidelines
on how to write a good letter, how to call the buyer to action, and so on. Marketing courses, books, and seminars
have made the adherence to these rules widespread. As a result, many direct mailings have become similar in
content and appearance.
I usually advise against doing anything wildly different to set your mailing apart from the masses. These
rules have become accepted and widely used because they work. Testing has generally proven what techniques
work and which don t. So I advise you to stick with the tried and true format. Just keep in mind the ingredients
of a successful direct-mail piece I ve mentioned earlier in this section: tell the entire story in the most compelling
way possible, use the you point of view instead of the I or we point of view, clearly state the benefits of
your company, and call the reader to immediate action.
There is room for doing things differently and innovatively to make your direct mailing stand out, though.
Just keep your creativity balanced and within the realms of good taste. It s OK to experiment, but do so
cautiously. Carefully consider any changes.
56. How can I learn to write a sales letter?
Writing is basically nothing more than salesmanship in print. I think and my tests have proven that the
best sales letters are those that tell a passionate story in the most complete and compelling way possible.
Try this method: Pretend you have to sit down with a potential client, and you cannot leave until you close
them on buying your product or service using as much time as you need, as many focal thrusts as possible, and
using as technical or emotional of a sales pitch as you possibly can. Sit down, recite such a pitch aloud, and tape
record it. Then transcribe it. Look at the material you have. With minimal editing, you ve written 90% of your
sales letter!
Another way to get started writing copy is to begin reading everything you can get your hands on that might
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