Attn: Business Owners & Marketing Directors
Dear Business Person,
Are you on that never-ending treadmill – the one that keeps you running as fast as you can go… while trying to keep all those plates spinning so they don’t come crashing down?
How often do you feel that if you stopped your business would come to a screeching halt?
Gotta keep that pipeline full. Or you’ll go through the awful Feast or Famine Cycle… again. But the pursuit of leads eats up the vast majority of your time. And then, oh yeah, don’t forget to qualify the leads – and score them for sales… or for follow-up (like you’ll ever have the time to do that) – never-mind the growing mound of stuff piling up on your desk hour by hour.
And at the end of the day you go home – drained by the constant pressure to do more. Better not even think about that meeting with Sales slotted for the morning. The one where you’ll get to hear how terrible your leads are (it isn’t as if you haven’t heard this every single week since you can remember).
If you’re lucky, you’ll also get an earful of how there aren’t nearly enough leads to keep Sales busy – about how they have to spend way too much time prospecting (gasp… the horror!).
Well, maybe if they tried your job they’d understand and stop their whining…
Or maybe if those sales people were better at their jobs…just how many leads did they burn through in the last week alone anyways?
These situations are just the tip of the proverbial ice-burg.
These are just a handful of warning signals. Enter your name and email in the form to the right to download 122 Warning Signs that Your Marketing Isn’t Delivering.
Ads do have their place – they are great at raising general awareness of your brand – and they are useful at keeping you top of mind when you are one of the market leaders in your vertical.
But you need to run a lot of ads in order to achieve either.
And at great cost.
From paying someone to create the ad to paying for the medium your ad runs on – over and over again.
But here’s the thing – no matter where your ad runs, people can now skip it with great ease. Then there’s the whole issue of location and getting your messages in front of the right people.
Did you know that the average person in the USA is exposed to roughly 3,000 ads and marketing messages each and every day? And they are experts at ignoring them. You only have a second or two to make an impact – talk about an expensive second…
Here’s a quick question for you.
What is the last ad you saw?
Did you know that only 1 in 100 people can answer that question?
Now before you bring up Superbowl ads – there’s a whole set of people who watch them just for the entertainment value – with no intention of ever buying anything. For everything else though – ads serve as a good spot to run to the bathroom or the fridge or whatever at best, but are annoying at worst.
Do you really think that’s a good way to create a positive impression – interrupting someone and annoying them?
Speaking of Superbowl ads, do you have 100 million dollars to drop on an ad campaign? Yeah, didn’t think so. A few years ago, one of the up-and-coming website builder sites did just that… they dropped that kind of money and do you know what they got?
In their best estimation, they saw between a 90 million and 110 million lift in sales – but they think that it was most likely between 90 and 100 million. (Really, you want to estimate what kind of results you get – for that kind of money? Call me crazy, but I wouldn’t do it.)
Wouldn’t you want to know exactly what kind of return you were getting – down to the last penny? That way you’d know if your marketing was worth what you were paying for it. You would know within a very short time whether you were making money, losing it, or breaking even.
When you go to buy other big-ticket items, like a house or a car, don’t you do a thorough inspection, take it for a test drive, etc., before you buy it?
Of course you do.
So why blindly throw a lot of your hard-earned money at a risky proposition – one where you can’t really measure the results?
Instead, wouldn’t it be great if you could test drive your marketing on a small scale to make sure you were getting results?
You can and thousands of companies already do just that… small solopreneurs, mom and pop shops, giant corporations. Some of these companies you’ve heard of – like Google, Apple, and Amazon – but most you haven’t. And many of them are making a killing using the power of direct response marketing and copywriting.
You’ve seen direct response in action if you’ve ever received a coupon, or a letter with an order form, or a special invitation to call a toll-free number or visit a website to get more information. You’ve heard direct response in advertising on both the radio and television.
Direct response is marketing that prompts your target audience to take an immediate, predetermined action – or lose out on some sort of special offer or deal.
Before you dismiss this type marketing as crude, intrusive, or out-dated (you were going to do that weren’t you?), think about this. If it didn’t work, then why do so many companies run campaign after campaign, investing so much money in it?
The truth is that direct response in general, and direct mail specifically, produce the highest, most consistent ROI.
Especially in today’s environment.
You can very quickly land yourself in legal trouble with email. And the statistics are not particularly good for open rates either. Email works best with existing customers.
Same goes for phone calls – besides, unless you use an auto-dialer, you’ll need to pay personnel to sit on the phones all day. And of course, an auto-dialer screams scammer.
Radio ads are often consumed while the intended audience is driving – hardly the ideal situation to right down a phone number or web address use for more information.
Television ads get skipped, either by your audience choosing to do something else, or as more often the case now, simply skipping ads altogether with their playback device.
With direct mail, there is no ‘Do Not Contact’ list, and now there’s relatively little competition.
Direct response also works on websites – although far too few sites use it.
With direct response, you can do a small test run for as little as a few hundred dollars. That way, if your test flops, you’re not out much money. But if it does work, you can scale your marketing quickly.
Here’s the thing though – most copywriters don’t know how to create direct response, nor do they have a thorough grasp on marketing.
Turn the page to find out what I can do for you and how I do it.