If I’m trying to beat a control, here are the “hot” variables I’ll look at closely, to see if there’s room for improvement:
1. The offer
2. The guarantee(s)
3. The urgency of response
4. The big idea or big promise
5. The overcoming of skepticism ie. credibility and believability
6. The style or tone of the writing itself
7. The look of the piece
By the way, little, very testable things DO sometimes make very big differences. Recently I saw an example in a marketing newsletter of a guy who just added four rubber-stamped words to the outside of his envelope, and beat his control by 300%.
I've also seen a TV infomercial come back from the dead by raising the price of the product. Gary Halbert saved the Pearl Cream advertising by adding a particular bonus. A dentist in Sacramento changed five words on his Val-Pak coupon and went from getting two or three new patients a month to 15 to 20. This is the sort of thing that makes direct-response advertising as frustrating as golf.
Obviously, you can’t test if you can’t, won’t or don’t collect accurate data. You have to code every offer, and track where every ounce of business comes from. If you have employees who are lax about this, you must educate them about the importance, discipline them if they goof it up, and ultimately can’em if they won’t do it right 100% of the time.
I confess that I fly by the seat of my pants in my business more than I should, but I can’t fire me, God knows there are days I should. Anyway, I can assure you: the clients I have with the best profits and incomes possess the best information about where their business comes from.
Next week I've got a doozie of a post. It will change the way you think about direct mail forever. I'll see you next time.
www.3DMailResults.com
Thursday, October 30, 2008
Tuesday, October 28, 2008
Test to Grow Rich - Part 2
Last week we introduced the idea of testing your sales letters. We'll pick up that conversation with the 3 ways you can and should test your sales letters for maximum profits.
First, there’s non-testing testing - huh? Well, in Dan Kennedy’s book ‘The Ultimate Sales Letter,’ he talks about the steps to take with a finished sales letter before you actually mail it. (Get Dan's book here)
Second, there’s split testing, which is the fastest way to test and get to a reasonable conclusion. Let’s assume you have a postcard and you want to leave everything the same but test four different headlines, and you have 4,000 similar addresses to mail to. You do “nth name testing”; that means Headline #A goes to every 4th name, Headline #B to every 5th name, Headline #C to every 5th name, etc. So you evenly divide the list without bias among the headlines being tested. Some media (like Val-Pak or MoneyMailer) will let you split test within a single buy.
Third, there’s testing against a control. A “control” is a marketing strategy that already works well and you’re using it on a continuing basis - maybe it’s a series of letters you mail every month. You have been using it long enough you know what it produces. You have a “known” to measure against. Now you can start trying to improve that control, ideally one step or variable at a time.
Next post I'll cover the 'hot buttons' you should investigate before you try and 'beat your control.' Until then.
www.3dmailresults.com
First, there’s non-testing testing - huh? Well, in Dan Kennedy’s book ‘The Ultimate Sales Letter,’ he talks about the steps to take with a finished sales letter before you actually mail it. (Get Dan's book here)
Second, there’s split testing, which is the fastest way to test and get to a reasonable conclusion. Let’s assume you have a postcard and you want to leave everything the same but test four different headlines, and you have 4,000 similar addresses to mail to. You do “nth name testing”; that means Headline #A goes to every 4th name, Headline #B to every 5th name, Headline #C to every 5th name, etc. So you evenly divide the list without bias among the headlines being tested. Some media (like Val-Pak or MoneyMailer) will let you split test within a single buy.
Third, there’s testing against a control. A “control” is a marketing strategy that already works well and you’re using it on a continuing basis - maybe it’s a series of letters you mail every month. You have been using it long enough you know what it produces. You have a “known” to measure against. Now you can start trying to improve that control, ideally one step or variable at a time.
Next post I'll cover the 'hot buttons' you should investigate before you try and 'beat your control.' Until then.
www.3dmailresults.com
Thursday, October 23, 2008
Test And Grow Rich
I'm going to start a topic now for about 2 weeks that is CRITICAL to any successful marketing campaign, but is of utmost importance when it comes to 3D mail.
“Testing” is an ugly topic. Why? Because testing variables in advertising direct mail, phone scripts and sales presentations requires discipline, diligence and patience. To get it right, you can only test one variable at a time. This means that if you change a headline, you can’t change anything else. Plus you have to make sure all other variables remain the same, like the mailing day or a war breaking out that has everybody watching CNN day and night or the current economic crisis, or a hurricane hitting, or a... you get the idea.
Frankly, most business people will just not go through the “detailitis” required to test - which is why it’s a very good idea to model proven promotions. And in some cases where you’re only going to use something once or twice or you’re dealing with a very small number, it’s just not worth testing; instead, you take your best shot. But let’s assume you’re working on something you intend to use over and over and over again in some significant quantity, so that it’s worth real effort to fine-tune it.
Later in the week I'll discuss the different ways you can test your next 3D mailing. Until then.
www.3DMailResults.com
“Testing” is an ugly topic. Why? Because testing variables in advertising direct mail, phone scripts and sales presentations requires discipline, diligence and patience. To get it right, you can only test one variable at a time. This means that if you change a headline, you can’t change anything else. Plus you have to make sure all other variables remain the same, like the mailing day or a war breaking out that has everybody watching CNN day and night or the current economic crisis, or a hurricane hitting, or a... you get the idea.
Frankly, most business people will just not go through the “detailitis” required to test - which is why it’s a very good idea to model proven promotions. And in some cases where you’re only going to use something once or twice or you’re dealing with a very small number, it’s just not worth testing; instead, you take your best shot. But let’s assume you’re working on something you intend to use over and over and over again in some significant quantity, so that it’s worth real effort to fine-tune it.
Later in the week I'll discuss the different ways you can test your next 3D mailing. Until then.
www.3DMailResults.com
Monday, October 20, 2008
The Secret Of Getting Referrals
There has never been any argument in advertising circles that the most effective business advertising is word-of-mouth advertising.
That’s why direct selling is so dramatically successful as a method of marketing every imaginable product and service, and why direct selling is such a great business in which to be. As a direct salesperson conversationally telling another person why you like a particular product, you are much more convincing advertisement than any TV commercial or magazine ad.
The tremendous persuasiveness of your personal endorsement of a product is what word-of-mouth advertising is all about. Much to the chagrin of professional ad agencies, such word-of-mouth advertising cannot be purchased. But you, as a direct salesperson, can put this special type of advertising power to work for your business.
Because you are fortunate to be on friendly, personal terms with your customers, you can enlist their aid in promoting your services. You can actually turn your present customers into a personal advertising department. All you need to do is master the right way to ask for their help.
Develop Personal Relations
If you learn how to properly ask for their help, your customers will enthusiastically go to work advertising your business. This will help promote your services, lead you to scores of new services, and give you all the valuable benefits of word-of-mouth advertising. There are two types:
Avoid Pressure
The most important thing to remember is that this kind of help cannot be bought from your customers. It must never seem like you are offering a bribe in exchange for a list of names. As a rule, people will not “sell” their friends to you. Offering an “inducement” also might raise doubts about the quality of your services. If they are as good as you say they are, why should you bribe people for their recommendations?
Remember two very important things about human nature: first, people usually enjoy telling others about products they try and like. Second, people like to be appreciated. One way they get appreciated is by being helpful to others.
In short, offer an incentive for help without appearing to be paying for it.
Show Appreciation
In this way, you’re thanking the person, not bribing them. They’ll be pleased, won’t feel guilty, and will be more willing the next time you ask.
The next time you call on that customer you should remember to again thank them for their help. Report to them on the reactions of the prospects they suggested. Let the person you know you did call on them, that Mrs. Jones did become a customer and purchased such and such, and that Mrs. Walters was interested but wished to purchase at a later date.
In many cases, after reporting these results, you can obtain a couple of additional prospects from them.
Prospects are the lifeblood of your business. Your greatest asset in direct sales is your inventory of prospective new customers. And there is no better way to maintain that inventory, converting prospects to customers, than by using the power of word-of-mouth advertising ...with recommendations from your present, satisfied customers. Put this power to work now and watch your profits and your list of customers multiply.
That’s why direct selling is so dramatically successful as a method of marketing every imaginable product and service, and why direct selling is such a great business in which to be. As a direct salesperson conversationally telling another person why you like a particular product, you are much more convincing advertisement than any TV commercial or magazine ad.
The tremendous persuasiveness of your personal endorsement of a product is what word-of-mouth advertising is all about. Much to the chagrin of professional ad agencies, such word-of-mouth advertising cannot be purchased. But you, as a direct salesperson, can put this special type of advertising power to work for your business.
Because you are fortunate to be on friendly, personal terms with your customers, you can enlist their aid in promoting your services. You can actually turn your present customers into a personal advertising department. All you need to do is master the right way to ask for their help.
Develop Personal Relations
If you learn how to properly ask for their help, your customers will enthusiastically go to work advertising your business. This will help promote your services, lead you to scores of new services, and give you all the valuable benefits of word-of-mouth advertising. There are two types:
- The customer actually becomes an advertising agent and tells others about you and the service you provide.
- The customer gives you referrals to people who may be good prospects and allows you to use their name as an endorsement.
Avoid Pressure
The most important thing to remember is that this kind of help cannot be bought from your customers. It must never seem like you are offering a bribe in exchange for a list of names. As a rule, people will not “sell” their friends to you. Offering an “inducement” also might raise doubts about the quality of your services. If they are as good as you say they are, why should you bribe people for their recommendations?
Remember two very important things about human nature: first, people usually enjoy telling others about products they try and like. Second, people like to be appreciated. One way they get appreciated is by being helpful to others.
In short, offer an incentive for help without appearing to be paying for it.
Show Appreciation
In this way, you’re thanking the person, not bribing them. They’ll be pleased, won’t feel guilty, and will be more willing the next time you ask.
The next time you call on that customer you should remember to again thank them for their help. Report to them on the reactions of the prospects they suggested. Let the person you know you did call on them, that Mrs. Jones did become a customer and purchased such and such, and that Mrs. Walters was interested but wished to purchase at a later date.
In many cases, after reporting these results, you can obtain a couple of additional prospects from them.
Prospects are the lifeblood of your business. Your greatest asset in direct sales is your inventory of prospective new customers. And there is no better way to maintain that inventory, converting prospects to customers, than by using the power of word-of-mouth advertising ...with recommendations from your present, satisfied customers. Put this power to work now and watch your profits and your list of customers multiply.
Thursday, October 16, 2008
We Interrupt this Broadcast
Send Us Your Mail and I’ll Send You on a Cruise!
Yes, you really did read that headline right. If you send me you’re 3D direct mail pieces I’ll send you on a cruise. Let me explain.
I’m always on the look-out for new, creative and clutter busting 3D mail. Most marketers are cheap or lazy, and most of the time both. So I get very little good direct mail in my mailbox each day.
Here’s where you come in and how you could win a cruise to either Mexico or the Bahamas. I want to see your new, creative and, most importantly, UNBORING direct mail.
When you send me your 3D Mail I’ll do two things. First, I’ll send you a written critique of the letter. A complete, written critique of what you did well, what needs improvement and what you should add.
Second, for each 3D Mailing you send me, I’ll enter you into our drawing for a 3-Day cruise to either Mexico (leaving from Los Angeles) or the Bahamas (leaving from Miami), plus $250 towards your airfare to and from the port city. If you send me one mailing, you'll get one entry. Two mailings will get you two entries, etc.
The drawing will take place in May 1, 2009. So be sure I receive your 3D mail before then.
Here’s all you’ve got to do. Just add the address below to your seed list and do your 3D mailing. About a month later I’ll send you my personal critique, plus confirmation of your entry into our drawing. It’s that easy. Simply add my name and my address that’s listed in the return address portion of this newsletter.
Travis Lee
3D Mail Results
6205 S. 231st St.
Kent, WA 98032
I can't wait to see all the great 3D mailing I get!
Yes, you really did read that headline right. If you send me you’re 3D direct mail pieces I’ll send you on a cruise. Let me explain.
I’m always on the look-out for new, creative and clutter busting 3D mail. Most marketers are cheap or lazy, and most of the time both. So I get very little good direct mail in my mailbox each day.
Here’s where you come in and how you could win a cruise to either Mexico or the Bahamas. I want to see your new, creative and, most importantly, UNBORING direct mail.
When you send me your 3D Mail I’ll do two things. First, I’ll send you a written critique of the letter. A complete, written critique of what you did well, what needs improvement and what you should add.
Second, for each 3D Mailing you send me, I’ll enter you into our drawing for a 3-Day cruise to either Mexico (leaving from Los Angeles) or the Bahamas (leaving from Miami), plus $250 towards your airfare to and from the port city. If you send me one mailing, you'll get one entry. Two mailings will get you two entries, etc.
The drawing will take place in May 1, 2009. So be sure I receive your 3D mail before then.
Here’s all you’ve got to do. Just add the address below to your seed list and do your 3D mailing. About a month later I’ll send you my personal critique, plus confirmation of your entry into our drawing. It’s that easy. Simply add my name and my address that’s listed in the return address portion of this newsletter.
Travis Lee
3D Mail Results
6205 S. 231st St.
Kent, WA 98032
I can't wait to see all the great 3D mailing I get!
Tuesday, October 14, 2008
How To Increase The 3 R’s Of Good Salesmanship
Last week I started a discussion on increasing the 3 R's of sales; Retention, Referrals and repeat sales. I'm going to wrap it up below, plus 4 ways to implement them into your markeitng campaigns.
You cannot match all this competition blow for blow, dollar for dollar. The secret is to do things to stay on top of your customers’ consciousness. Being remembered and well-thought of is half the battle!
You’ve probably heard this adage: out of sight, out of mind. If you’re out of the customer’s mind at the moment he needs something you sell or at the moment a competing salesperson contacts him, you’ll lose out on repeat business from that customer.
Another old adage also applies. It is: what you take for granted, you lose. If your customer feels ignored or neglected and thinks your only interest is the dollars your earn from his orders, you’re likely to lose him to someone else.
Your objective, then, is to mount a planned campaign to let the customer know that you care about him, value the relationship and are eager to be of service.
Here are a few ideas for your campaign:
1. Organize your customers on a mailing list. Send mailings to those on the list at least six times a year. This contact program might include a Christmas card, mailings about new products and services, news about special offers and thank you notes for orders you have gotten. You can use letters, flyers, and postcards. The important thing is that the customer is periodically reminded that you are ready to be of service, and that you are eager to keep him posted on special opportunities.
2. In most businesses, you’ll sell more and increase your value to the customer by teaching proper, most effective usage of what you sell. Some salespeople collect new product use ideas and tips from their customers, put them together in tip-sheets and occasionally mail these out to all their customers. This kind of information can even form the basis for a newsletter that can be sent to customers several times a year.
3. Advertising specialties such as pens, calendars, scratch pads and items useful to your customers, imprinted with your name and identification information, frequently remind your customers to do business with you. Choose items appropriate for your customers and your business. Visual reminders are a good investment.
4. Develop special opportunities to contact clients. One salesman, for example, keeps a ticker file of his clients and their wedding anniversary dates. He calls each one a week a ahead of time to remind them of their anniversary. Special strategies like this can create tremendous goodwill and loyalty.
The salesperson who survives on the basis of one sale at a time is constantly in search of the next new customer. He cheats himself with his shortsightedness. Because of his lack of planning, he is constantly under pressure and stress.
Choose, instead, to build a reliable customer base that will provide you with repeat business and referrals. Like other professionals, your success depends on the relationships you establish and the reputation you build for yourself. If you do your job properly, you can build a business that will be rewarding...one that will provide a secure financial future for you and your family.
www.3dmailresults.com
You cannot match all this competition blow for blow, dollar for dollar. The secret is to do things to stay on top of your customers’ consciousness. Being remembered and well-thought of is half the battle!
You’ve probably heard this adage: out of sight, out of mind. If you’re out of the customer’s mind at the moment he needs something you sell or at the moment a competing salesperson contacts him, you’ll lose out on repeat business from that customer.
Another old adage also applies. It is: what you take for granted, you lose. If your customer feels ignored or neglected and thinks your only interest is the dollars your earn from his orders, you’re likely to lose him to someone else.
Your objective, then, is to mount a planned campaign to let the customer know that you care about him, value the relationship and are eager to be of service.
Here are a few ideas for your campaign:
1. Organize your customers on a mailing list. Send mailings to those on the list at least six times a year. This contact program might include a Christmas card, mailings about new products and services, news about special offers and thank you notes for orders you have gotten. You can use letters, flyers, and postcards. The important thing is that the customer is periodically reminded that you are ready to be of service, and that you are eager to keep him posted on special opportunities.
2. In most businesses, you’ll sell more and increase your value to the customer by teaching proper, most effective usage of what you sell. Some salespeople collect new product use ideas and tips from their customers, put them together in tip-sheets and occasionally mail these out to all their customers. This kind of information can even form the basis for a newsletter that can be sent to customers several times a year.
3. Advertising specialties such as pens, calendars, scratch pads and items useful to your customers, imprinted with your name and identification information, frequently remind your customers to do business with you. Choose items appropriate for your customers and your business. Visual reminders are a good investment.
4. Develop special opportunities to contact clients. One salesman, for example, keeps a ticker file of his clients and their wedding anniversary dates. He calls each one a week a ahead of time to remind them of their anniversary. Special strategies like this can create tremendous goodwill and loyalty.
The salesperson who survives on the basis of one sale at a time is constantly in search of the next new customer. He cheats himself with his shortsightedness. Because of his lack of planning, he is constantly under pressure and stress.
Choose, instead, to build a reliable customer base that will provide you with repeat business and referrals. Like other professionals, your success depends on the relationships you establish and the reputation you build for yourself. If you do your job properly, you can build a business that will be rewarding...one that will provide a secure financial future for you and your family.
www.3dmailresults.com
Thursday, October 9, 2008
How To Increase The 3 R’s Of Good Salesmanship
We're going to touch on the 3 R's of salesmanship here: Retention, referrals and repeat sales. Below is the start of my discussion. I'll pick it up early next week so be sure to come back and check it out.
Getting a new customer is a very small part of selling. One-shot sales, however, don’t help you to build a predictable, secure and growing business. It takes more than glib talk, a big smile, shined shoes and a few glowing promises to build customer loyalty and repeat business.
The key to a consistent income in selling is the development of clientele. The salesperson who carefully develops positive relationships with his customers builds a strong foundation for his future. When enough customers are firmly established, you can expect repeat business and an assured income that provides a firm foundation for your livelihood. That’s what professionals call a “customer base”.
The salesperson can go back to these customers with new products or services with the knowledge that they will get a favorable reception. It’s also likely that the positive attitudes that have been established will make it easier to get referrals.
The building of relationships with customers is the key to keeping them, getting repeat business from them, and acquiring referrals. It can be the difference between worrying about your next meal and having a reliable income base.
Why don’t salespeople make it a priority to build strong relationships with their clients? One reason is simple laziness. It takes time and effort. Consequently, many salespeople ignore this part of their job.
Another reason is competition. This competition takes many forms. It’s not only other salespeople selling similar products. It’s an enormous amount of competition from innumerable sources for your customer’s interest, attention and dollars.
www.3dmailresults.com
Getting a new customer is a very small part of selling. One-shot sales, however, don’t help you to build a predictable, secure and growing business. It takes more than glib talk, a big smile, shined shoes and a few glowing promises to build customer loyalty and repeat business.
The key to a consistent income in selling is the development of clientele. The salesperson who carefully develops positive relationships with his customers builds a strong foundation for his future. When enough customers are firmly established, you can expect repeat business and an assured income that provides a firm foundation for your livelihood. That’s what professionals call a “customer base”.
The salesperson can go back to these customers with new products or services with the knowledge that they will get a favorable reception. It’s also likely that the positive attitudes that have been established will make it easier to get referrals.
The building of relationships with customers is the key to keeping them, getting repeat business from them, and acquiring referrals. It can be the difference between worrying about your next meal and having a reliable income base.
Why don’t salespeople make it a priority to build strong relationships with their clients? One reason is simple laziness. It takes time and effort. Consequently, many salespeople ignore this part of their job.
Another reason is competition. This competition takes many forms. It’s not only other salespeople selling similar products. It’s an enormous amount of competition from innumerable sources for your customer’s interest, attention and dollars.
www.3dmailresults.com
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