Dear ETR Reader,
Today, Clayton Makepeace explains how to get the maximum response to every one of your online marketing campaigns.
- Patrick Coffey
The Internet's
Most Popular Wealth, Health and Wisdom EZine
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Tuesday , January 31, 2006
Message #1640
WEALTHY: Squeezing every last order out of a saturated market (Clayton Makepeace)
HEALTHY: How researchers skew the results of clinical trials for many drugs
WISE: Milan Kundera on the function of business
ALSO IN THIS ISSUE:
Thinking of starting a business with your spouse? Read this first. (Michael Masterson)
Snow tires for your feet (Will Newman)
Add the word "glabrous" to your vocabulary
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"Business has only two functions – marketing and innovation."
- Milan Kundera
Millions in Internet Sales in 5 Easy Steps
By Clayton Makepeace
I imagine a time when I'll be telling my grandchildren about the Good Ole Days of Internet marketing. When we could just blast an offer – almost any offer – to our customer file (or even ice-cold prospect names), then sit back and watch an avalanche of orders come pouring in.
The money was absolutely amazing back then. When one of my clients e-mailed a single note to his 35,000 customers back in the mid-1990s, he raked in $12 million in less than a week!
Those huge opportunities are still out there. But you've got to work a little bit harder for them … and you've got to know what you're doing.
The question is: "Why?" The answer is obvious: When Web-based marketing was new – and still relatively rare – just about every one of your prospects and customers read every word of every promotion sent to them.
But that's not so anymore. Good sales messages are lost among the scores of junk messages that slither into our inboxes. Overly aggressive spam filters are not only blocking promotional e-mails that we've asked to receive – they're even trashing non-commercial e-mails to and from family, friends, and clients. And that's just the tip of the iceberg. The entire Internet is awash with ads. Try to get a report from Weather.Com or check the stock market on Big Charts. Pop-ups and pop-unders galore!
It was bound to happen. Since the dawn of time, every new marketing innovation to come down the pike has gone through the same 4-phase response cycle:
Phase One – Advent: Innovative businesses and marketers discover a new advertising medium or technique that proves to be far superior to traditional methods. Advertisers' return on investment (ROI) skyrockets …
Phase Two – Proliferation: Hundreds, then thousands, then tens of thousands of businesses and marketers discover the secret and begin using it. ROI begins to flag …
Phase Three – Saturation: The novelty wears off. Consumers, besieged by advertising messages, begin tuning out. ROI begins to decline …
Phase Four – Maturity: With its novelty spent and ROI falling, the once-vastly-superior new medium or technique eventually takes its place as an equal among many in the advertiser's arsenal.
Today, we are clearly in Phase Three of the Internet marketing explosion.
Here are some simple ideas to boost response in these saturated days …
STEP #1. Pick the low-hanging fruit.
Establish a relationship with your customers and continue to offer them products that will help them. For these wonderful people, create an extremely low-cost, multi-step e-mail campaign: A series of short, daily blasts announcing the new product and the reasons why the customer should jump on board right away … re-announcing your new product … asking why you haven't yet heard from them … etc.
If your prospects perceive that your e-mail messages are just crass attempts to sell them something, they might be instantly deleted. If, on the other hand, your e-mails are perceived as timely and sincere offers to help the recipient in some way, your sales message is far more likely to be read and responded to.
And so, for urgency and readership, began each e-mail with valuable information or advice related to a fast-breaking piece of news from their world. The subject line and opening copy of each blast needs to be new each day – as fresh as each day's headlines – and reward prospects for reading the sales message.
Next, make the connection between the breaking news and your new product – and demonstrate how the product could generate huge rewards for the reader in the days ahead.
Finally, insert copy justifying the price and asking for the order.
STEP #2. Get fence-sitters to a "tipping-point" website.
While a significant group of loyal customers can be counted on to buy in response to a short e-mail, the short copy will leave at least 90% of your prospects sitting on the fence. To sell them, you'll need longer copy – more reasons to buy now – than could be presented in a five- or six-paragraph e-mail.
One way to do this is to create an "Urgent Special Report" online through a small, cheap website. Then, maybe in the second week of your campaign, begin sending e-mails to your prospects urging them to click a link in order to read the free report immediately. You'll find that a number of "fence-sitters" will respond.
STEP #3. Exploit other low-cost or free media.
Simply take the pages of copy from the little website you've created … write a new headline and opening copy … turn it into a special report … and have it inserted in the next issue of your print newsletter.
At the same time, ask your phone operators to include a pitch for the product on all in-bound calls from customers. And include an insert offering the free online report in your outbound welcome packages that new subscribers receive.
STEP #4. Show up where they least expect you.
Two weeks after the newsletter insert hits your prospects' mailboxes, hit them up again. This time with a full direct-mail package created to promote the product, formatted as a free special report or "thank-you" bonus for loyal customers.
Anyone who hasn't bought by this time probably hasn't read past the headline and lead-in copy. So make sure the first three pages or so are always fresh. Beyond that, the copy stays pretty much unchanged.
STEP #5. Get tenacious.
Two weeks after the big package hits their mailboxes, stuff it into an envelope, add a one-page letter asking "Why haven't I heard from you?" … and drop it in the mail.
The Final Result
The combined effect of the e-mail campaign, the website, the inserts in your print newsletter, and two direct mailings will have a multiplying effect on response.
[Ed. Note: Clayton Makepeace offers help in reaping maximum profits through the Internet, direct mail, and print advertising every week in his e-zine, The Total Package.
Learn 177 of his surprising secrets that have doubled his clients' profits in a year and quadrupled them in 36 months in his newly published e-book "Double Your Profits in 12 Months or Less!"]
Today's
Action Plan
If response to your Internet marketing has started to drop, don't just sit there and let it slide. Put at least some of Clayton Makepeace's suggestions to work … and watch your ROI start to soar.
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Working With Your Spouse
By Michael Masterson
There was a good piece in The Wall Street Journal recently about the "risky business" of working with your mate. It begins with the story of a man who was forced to fire his wife at home, during dinner.
Part of the problem, the article said, "was that the wife tended to want more 'honey-sweetie' displays of affection" than her husband was willing to provide. He had the habit of using his "work voice" when addressing her at the office.
"You don't have to speak to me that way," she would say. "You can ask nicely." The essay went on to say that when he raised an issue about her work, she sometimes took it personally "and countered with a retort like, 'Oh, yeah, well I noticed you left your dishes in the sink this morning."
The business press is full of stories about husbands and wives getting together and making sweet corporate music. But the reality – according to the experts interviewed for the Journal article – is grim. The divorce rate in America, struggling along at about 50%, is higher among couples that work together.
Azriela Jaffe, a writer who coaches working couples, estimates that only one in 20 couples can successfully work together. "If you can't talk about your partner as a life partner without a wince and you can't stand watching your husband leave the Liquid Paper as well as the toothpaste uncapped, then odds are you aren't a candidate," the author of the article, Jared Sandberg, advises.
K and I tried to work together once. She was head of our company's art department, and everyone in the office knew she was my wife. That didn't encourage any of the people in her department (all women, as it happened) to work harder in her presence. On the contrary, they felt all the more comfortable chatting to her about who-knows-what during business hours. There were times when I'd walk into that department and see three or four women, highly paid executives, lined up to chat with her.
I couldn't say anything, of course. Well, I did try … once.
I also experimented with the idea of having her attend my executive staff meetings. And here's what happened. After explaining the benefits of some idea I really wanted the assembled team to accept, I asked if there were any questions. No one said anything – which is exactly what I was hoping for – until she put her hand up and said, "I have a question. Do you seriously expect us to swallow that crap? What kind of idiot are you?"
Later, after the meeting was over, I explained to K that the reason she shouldn't talk to me that way at work was not because I didn't deserve it, but because it would encourage all my other employees to talk to me that way too.
Fortunately, she understood. The next day, she resigned.
The Hidden Dangers of Cholesterol-Lowering Drugs
Cholesterol-lowering drugs are the best-selling drugs in history, taken by tens of millions of people. And while the pharmaceutical and medical establishments proclaim them to be "perfectly safe" – they are not.
Most of the clinical trials that "proved" their safety carefully excluded a wide range of subjects who might be more sensitive to their side effects. Even so, large numbers of subjects still dropped out of the trials in the first few weeks – very often BECAUSE of the side effects. These subjects were then labeled "non-compliant," allowing researchers to "scrub" them from the results.
So, what are some of the side effects that have been clearly associated with "the most popular drugs in history"?
liver and kidney failure
irritability and hostility
permanent nerve and muscle damage
cognitive decline and memory loss
fatigue and intolerance to exercise
the destruction of vital CoQ10, leading to heart failure
cancer
Any one of these would be a hefty price to pay. Especially considering that, in most cases, an appropriate diet, nutritional supplements, and physical exercise can normalize your cholesterol without any negative side effects.
(Reference: (Reference: "Hidden Truth About Cholesterol-Lowering Drugs" by Shane Ellison, M.Sc.)
- Jon Herring
[Ed. Note: We want to hear from you. If you would like to comment on the potential benefits vs. the dangers of cholesterol-lowering drugs, please visit the ETR Speak Out forum.]
It's Good to Know: Save Yourself From a Winter Injury
In most parts of the country, snow and ice is still part of the landscape. One slip, and you could be in pain – and out of commission – for weeks. If you work for yourself, this could also put a serious kink in your income. You can protect yourself from a debilitating fall with two different products, both available at www.campmor.com:
Ice Walkers are triangular metal cleats that attach easily around your shoe. Their sturdy construction makes them ideal for hard, thick ice. They cost around $8.
"Get-a-Grip" soles pull over the bottom of your shoe. They have small carbide spikes (like mini golf spikes) that work well in snow and thin ice. They run between $10 and $30.
- Will Newman
[Ed. Note: Will Newman, a regular contributor to ETR, is the editor of AWAI's The Golden Thread online newsletter. Learn how to subscribe to it - and how to discover AWAI's proven marketing secrets - here: The Golden Thread.]
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Setting Goals –And Sticking To Them – Will Help You Achieve Financial Independence
Don’t take our word for it. That’s the headline from an AP article than ran in hundreds of newspapers across the nation last week.
"This is definitely the time of year to get things started," was how Barry Armstrong, a Boston financial planner with Woodbury Financial Services put it.
"For some people, it's a bitter message. There are things that you don't like doing. But they have to be done."
Former waitress Pamela Newman went from hand-to-mouth living to owning two condominiums in the San Diego area. What did it take? Resolve.
Resolve to make 2006 the year you kick it up a notch. Here’s how:
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Word
to the Wise: Glabrous
"Glabrous" (GLAY-brus) means means "smooth" – having a surface with no hairs, projections, or protuberances. It is derived from the Latin "glaber" ("bald").
Example (as used by Lance Morrow in a Time magazine article titled "Al Gore, and Other Famous Bearded Men"): "How much more powerful then will be the effect – next week? next month? soon enough – when Gore, resplendent, clean-shaven, glabrous in his glory, returns from the dead! Radiant! Reborn!"
Michael
Masterson
Copyright ETR, LLC, 2006
Have a Question for Michael Masterson?
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