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Joe Sugarman™s Marketing Secret.
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My rule of thumb for improving direct marketing results is: Look at what the big players – the successful direct marketers – are doing. And do what they do.
And the one thing every successful direct marketer has in common is … they test. A lot.
What do they test?
Headlines … outer envelopes … direct mail formats … copy approaches … sales appeals … mailing lists … prices … offers … guarantees … terms … anything with the potential to generate a big lift in response rates. Or even a small one, for that matter.
Does all this testing make sense?
On one such test, a marketer increased response to an e-mail marketing message by 50% … just by changing the subject line.
In another test, a software company increased orders from a direct mail package tenfold … simply by varying the wording of the offer.
And a computer school doubled the response rate to its newspaper advertising when they added the offer of a free career booklet.
Does all this testing make sense?
You bet it does!
By MICHAEL MINK Posted 02/28/2011 02:55 PM ET
Getting the most out of yourself and others starts with your outlook. “Your attitude, not your aptitude, will determine your altitude,” motivational speaker and author Zig Ziglar said. To maximize your potential and that in others, try these ideas courtesy of experts Chris Widener and Keith Cameron Smith:
>> Reach Peak Performance – Investors.com.
The illustrations and the captions are from the book “Be Happy: A Little Book to Help You Live a Happy Life” (2007) by Monica Sheehan.
the music is “Cuore di Sabbia” (Sand Heart) by Pasquale Catalano,
from the soundtrack of the movie “Mine Vaganti” (2010) (Loose Cannons) directed by Ferzan Ozpetek
I was waiting for a friend outside the meeting room where a networking function was being held. At the entrance there was an audio video equipment display booth.
A salesman from the booth approached and asked inquisitively, “Do you ever give presentations or seminars?”
“Yes,” I replied, “Though I mostly facilitate workshops.”
“Do you ever use audio video in your presentations?”
“I’ve attempted to,” I responded, warming up to the questioning process.
“Then you’d be interested in this equipment,” he said, and spent the next 3 minutes presenting and detailing the facts and features of his equipment, what it could do, how it was superior to anything else, and so on.
Ouch! My brain caved in after 30 seconds! Why? Because while he smoothly presented and explained in a broad way what the equipment could do… what he didn’t do is present what it could do for me!
He couldn’t… because he was spending all his time talking and not asking things like…
Buyers know, and have the answers to what they want and don’t want. They might not know what questions to ask themselves to find out… and then that’s where you step in… asking them the questions they would ask if they knew what to ask!
If you want to listen to the how this is done and why it’s the key to successful enrolling, consider getting the audio version of my best selling book “How To Sell Network Marketing Without Fear, Anxiety Or Losing Your Friends!” Click here for details….
It’s our job as distributors and direct salespeople to…
When we serve the product, we present based on the reasons why we think they should buy it. When we serve the buyer, we present based on the reasons why they think they should buy it.
So what or who are you serving from now on – your products or your potential buyers?
Michael Oliver is an internationally recognized trainer, speaker and author and the founder of Natural Selling, the only sales training program designed to really eliminate rejection and objections. Visit his blog and signup free to get blog updates by email, along with the latest news, free advice, additional resources, and a lot more! Go now to http://www.michaeloliver.com. While you’re at it, check out http://www.naturalselling.com.