Archive for: May, 2023

Direct Response and Web Sites-Small Business Lead Generation

May 27 2023 Published by admin under Uncategorized

One of the most important elements to small business success is lead generation because without leads you can’t increase sales. So where do you concentrate your lead generation efforts?

Get Qualified Leads One at a Time with Direct Response

I’m going to make a bold statement: Direct response is the most effective and affordable ways to generate leads on a one-on-one basis. Let me qualify that statement. Direct response is the most effective and affordable way to reach clients one-to-one if you:

  • know your target market
  • attach benefits to your features
  • understand your competition
  • identify your competitive advantage
  • can write your direct response package in a clear and convincing way

Understanding all that means you can have an effective direct response campaign. No doubt, knowing a few tips about direct response copywriting will help by boosting your response rate. For instance, your heading makes or breaks your campaign. It’s the biggest predictor on whether your prospect ill read it or toss it in the garbage.

Forget about where you’re located or how many year’s you’ve been in business, or describing every detail about your product. Yes, your potential consumer clients want to know a little about the features, but for every feature your product or service has, they want to know far more about the benefit. They consistently and continuously ask themselves, “What’s in it for me?”

A specific call to action, and creating a sense of urgency helps too. It seems most of us are basic procrastinators. If you don’t tell us what to do, and you don’t make us believe we need to do it today (with specials, limited-time or quantity discounts, etc.) we probably won’t do anything at all.

And by the way, a P.S. increases response rates too. It’s the second most-read line in your direct response copy. It should restate your main benefits, call to action and special offer.

Generate Masses of Leads with a Small Business Web Site

But direct response isn’t the only effective way to reach clients affordably. It may be the best way to reach potential clients on a one-on-one basis, but did you know a small business web site is one of the best ways to reach masses of potential clients?

Affordable? That depends. Some small business owners I know personally have paid lots of $$ for their web site. It may be a mistake to pay big bucks for a small business web site when a simple 5 page static site will do. After all, it’s not the design that produces results but rather the copywriting.

Copy for your web site follows the same basic rules as direct response copywriting, but with a few important differences:

  • web site copy is shorter because internet readers are generally impatient
  • include lots of free information because readers are searching for information
  • avoid the hard sell–it doesn’t work online
  • write with your readers in mind, but take search engines into account as well
  • include a way to capture email addresses as lead generation

Effective? That depends too. A web site is only effective if it can be found. And to make sure it’s found you need to know a little about search engine marketing (SEM). A good discussion about SEM is beyond the scope of this short article. But, here’s a few tips:

  • write web site copy around keywords, including headings and titles
  • promote your web site online by publishing articles, joining forums, and listing in business directories
  • try Google AdWords
  • promote your web site offline
  • content, content and even more content
  • update content often

Increase Their Interest Level with Direct Response Pointing to Your Web Site

So, direct response generates leads one-to-one, and a web site reaches the masses. What if you combine them?

Direct response and web sites work very well together to generate leads and close sales. You could create your direct response with a call to action to visit your web site rather than asking directly for a purchase. Your web site includes copy that is different from, but related to your direct response package.

Your web site call to action could be any of a number of things. You could use it simply to generate more leads through capturing email addresses. Or you could be the “information guru” on some subject your direct mail recipients would be interested in. Or your web site call to action could be directly asking for sales.

The point is that the purpose of both is to generate leads and to have some way to convert those leads to sales. There are many different ways to close sales. Follow up brochures can be very effective for instance. But possibly using both direct response and your web site solely to generate leads is less effective than using one to supplement the other as a sales tool.

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Opt in Direct E-Mail Marketing – Opt in Direct E-Mail Marketing Techniques Explained

May 26 2023 Published by admin under Uncategorized

Opt in direct e-mail marketing is of course the process of building a list of interested subscribers in your website or Web business niche and e-mailing that list from time to time. Of course it is not necessarily is simple as it may seem, but the bottom line is that the subscribers who’ve opted in to your opt in direct e-mail marketing campaign have “raised their hand” as being perhaps interested in your Web business niche. This should mean that these subscribers are more likely to be interested in your opt in direct e-mail marketing letters, and therefore more likely to respond to your opt in direct e-mail marketing letters.

So what are the basic techniques of opt in direct e-mail marketing? I will show you how to do this in terms of steps, so starting with the first step:

1. The first step to opt in direct e-mail marketing is obvious: you have to choose a niche. The tighter you target your niche, the more money you can possibly make in your opt in direct e-mail marketing campaign.

2. The second step to opt in direct e-mail marketing is to transform your landing page, or the page where the bulk of your visitors first “land” on your website, into a squeeze page. A squeeze page has as its only purpose, the opting in of opt in e-mail subscribers to your opt in e-mail list. In a perfect world, a squeeze page should not contain any other outbound links, except for your opt in e-mail list Web form.

3. The third step to opt in direct e-mail marketing is to create a compelling opt in incentive, preferably something you can easily give away for free.

4. The fourth step in opt in e-mail direct marketing is crafting a series of direct e-mails and testing and tweaking those direct e-mails until the time and point occurs that those e-mails are profitable.

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2 Free Marketing Tips To Get The Word Out About Your Business

May 25 2023 Published by admin under Uncategorized

Are you earning as much money that you would like to in your business? If you answered “no”, then you should know that there are things that you can do to boost your overall business profits. Most business owners hang their hat on the notion that marketing is hard, and that they would rather hire someone out to do it, rather than doing it themselves.

But more than likely if business owners wanted to hire someone to do their marketing for them, they won’t be satisfied with the results. Most advertising and marketing agencies get a bad rep for the services that they offer. Most of them charge high fees, and in return, get little response. If you’ve experienced this before, I know exactly how you feel.

With that being said, to save the most money and to get the best results… stick to doing your own marketing. To make your ads and marketing pieces work, all you need to do is a few key things – and that is what I want to share with you today. I want to share with your some of my favorite marketing strategies that have been proven to work for me time and time again. Here’s the first marketing strategy.

1) Submit articles

This is a great way to be perceived as an expert in your niche. This primarily is a tactic that applies online, but you can submit articles to places in your town also. For example, consider writing an article for your local newspaper. It’s best if you can mimic the style of the articles in the newspaper, and be sure to leave your contact information at the end so that people can get in touch with you.

In addition to submitting to publications offline, you will want to turn around and submit your articles to the article directories found online. These are places people visit to learn more information about something that is plaguing them in their life right now. These people are looking for help, and the best way to do it is to submit your articles to the places where people will read them.

Here’s another strategy that you should implement:

2) Submit press releases

This is a great way to get free publicity for your business. There’s a site called that is an excellent resource to submit your news stories to. Now granted they charge a hefty fee for their services, but the results that you can get is never in doubt. If you can’t deal with the costs of, consider the free press release sites.

There’s a great site called that delivers excellent results, and their fees are considerably less than PRWeb. It costs $1 per press release that you want to submit, and if you wanted to submit 1 press release per day, it would cost you only $30 a month. I think this is a great value for the exposure that you get from these sites.

If you want to see more customers coming into your door, consider using these low cost marketing techniques. It’s best if you incorporate online marketing in your offline marketing ventures, so this is why I included these 2 strategies here today.

Good luck with using these 2 strategies to earn more money in your business today.

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Marketing Tips – Having More Than 1 Source Of Income

May 24 2023 Published by admin under Uncategorized

There’s a mistake that a lot of business owners do when it comes to marketing their business. This is a mistake that a lot of people make, but shouldn’t be done for the sake of their business. If you want to stay in business for the long term, this mistake is something that you would like to definitely avoid.

So what are this business model that I am referring to? Well, the answer is using only 1 source of revenue in your business. You should want to diversify your business just in case if one fails, you’ll have another income strategy that is bring in the dough also. This is something that I learned a lot time ago.

But lets focus on you right now. What are you doing to add diversity into your marketing process? Are you focusing on one source of income, or are you utilizing more than one source? This is a question that you must answer if you want to stay in business for the long term.

With that being said, I think it’s safe to say that you start using more than one marketing technique to boost your sales and profits. So where can you start? Well, the first thing that you can do is create a marketing chart. Get a calendar and write down all of the marketing strategies that you will be doing each day of the week, and start doing them every week. This way, there’s no guesswork of what you’ll be doing to improve your sales and profits.

Soon you’ll see results from all over the place. When that happens, you want to put them into your follow up marketing process, and sell to these people over and over and over again to get more new sales. This is a great way to get sales for free. In fact, 80% of your total business revenue will come from sales on the backend – so this is something that you need to consider.

When marketing, you don’t have to do every technique out there. Some of my favorite marketing strategies are direct mail, advertising, joint ventures, and internet marketing. All of these techniques should be used to the best of your ability. One interesting marketing strategy that I find particularly useful is internet marketing.

With the internet, you can reach customers for cheap. This will lower your overall costs of doing business, and help you to get sales for free. And if you didn’t already know, leads on the internet pay very well. These are the kind of people who will come back daily and buy new things from you.

All of these marketing strategies won’t work if you don’t do them. So you have to take it upon yourself to make as much money as possible using these strategies, so that you can have the success in your business than you can possibly handle. This form of marketing doesn’t have to be hard, you just have to put some work into it to see sales.

Good luck with using these tips to earn more money in your business.

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How to Measure Your Direct Mail Campaign’s Success

May 22 2023 Published by admin under Uncategorized

Customer acquisition is a critical factor in a company’s growth, and requires even more forethought and strategic action during an economic downturn. Tight marketing budgets and managing costs are the game plan when sales are slow. Even under such trying circumstances, direct mail can play a huge role in getting and retaining customers. Direct mail is one of the most cost-effective ways to bring in new customers. According to a DMA study conducted last year, direct mail averages $10 in sales for every $1 invested. Another study by Pitney Bowes found that Direct Mail generated a higher percentage of Internet sales than Internet advertising, TV and radio.The best way to guarantee the success of your direct mail campaign is to measure the resulting
increases in sales and profits. Campaign success is measured as ROI, or return-on-investment.
Other standard measurements such as cost-per-piece or cost-per-lead are helpful but will not
provide the “big picture” view that ROI analysis will. The most accurate ROI calculation takes
into account a customer’s lifetime value, or the amount of sales generated by that customer over
time.Direct mail allows you to control your campaign and direct spending against those targets that
are most likely to purchase your product or service. The first step is to run small test mailings to
get a feel for your baseline response rates. Subsequent mailings can try different things such as
a different mailpiece design, modified copy or new mailing lists. When you are confident of your
results, you can extend your campaign to larger groups and be relatively assured your ROI will
be positive and the close to your test results. A large quantity of names will cost you in
production and postage so it is important to make every mailpiece count!One way of maximizing ROI is to drive out hidden costs throughout the process of sending mail. For example,
Zairmail’s one-stop direct mail service allows you to achieve greater operational efficiencies by having all processes under one roof and minimizing administration costs. Zairmail also gives you access to large-scale digital printers used by the largest direct mailers in the industry.By letting Zairmail handle the details, you can spend more of your time and budget improving you mail campaign,
boosting your ROI and doing what you do best–running your business!When conducting a test mailing, the first step is to decide how many pieces to
send. Too large a mailing is unnecessarily expensive, whereas too small a mailing will not have
enough responses to accurately determine your response rate. A good rule of thumb is to test
between 1000 and 5000 pieces to start. That way you will get a sufficient number of responses
back from your mailing to determine what your response rate will be.
Your response rate will vary depending on your product, industry, target market, and other
factors, so no general rules apply. For instance, a sub-0.2% response rate is common in the
credit card industry, whereas some nonprofit companies experience response rates as high as
50%. This should not discourage you; rather, it highlights the necessity of tracking your
response rate for your mailing. If you fly blind, you will only have a vague idea of your
campaign’s success and you risk wasting money and losing sales.To increase the response to your next mailing, pay attention to these important factors:Campaign GoalWhat is the goal of your campaign? Do you want to generate leads? Close sales? Raise
awareness? Drive traffic to your store or Web site? Once you decide on your goal, establish a
baseline and track responses against that baseline. For example, determine the average number
of calls that you receive per month, and compare that number to the number of calls you receive
immediately following your mailing. Alternatively, if you take orders through your Web site, your
mail piece can ask customers to enter a discount code when placing their orders by which you
can track the sales associated with your mailing.The Mailing ListWho are your best customers? Identify who they are and then get lots more exactly like them
and market to them. The list can make up 60 to 70 percent of your response rate. Identify the
unique characteristics of your customers. Are they male, or female? Where do they live? How
much do they make? The answers to these questions can be used to build a targeted prospect
list to gain more customers.The OfferWhatever your direct mail campaign offers the target audience – a free information packet, an
instructive Web seminar, a gift for visiting a trade show booth – concentrate on selling the
benefits of responding and receiving the offer. Remember that the goal is to get the person to
respond so that they can purchase your product and increase your ROI. If you can get someone
interested enough to respond to the offer, then you have the chance to get them to buy.Your MailerHere is where testing really plays a crucial role. Without testing your mailing list, your offer, or
your mailpiece design, you will never know if the campaign’s success was due to a compelling
offer, eye-catching graphics, and enticing copy with a strong call to action, or a great list.
Conversely, without testing, you will not know which aspect of your campaign needs
improvement if you receive a less-than-desired response.Campaign CostTake the total cost of your mailing (including creative, printing, postage, and labor) and divide
that figure by the revenue generated from an average sale. That will tell you how many sales
you’ll need to make in order to break even and cover the cost of your mailing. For example, if the
cost of your mailing campaign is $550, and your average order is $50, you will need to make 11
sales in order to recover the cost of your mailing. In some cases, however, you may be willing to
send out a campaign without breaking even or showing a profit if it means generating qualified
leads to whom you can sell again and again. Don’t forget the lifetime value of a customer.

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Choosing the Right Direct Marketing Response Tool

May 22 2023 Published by admin under Uncategorized

The shovel is a very useful tool-when you need to dig a hole in your back yard. It is not a useful tool when you need to paint the ceiling in your kitchen. This doesn’t mean that the shovel is a bad tool-it’s simply not the one needed for that task.

Occasionally we get a little too caught up on tools. And I’m not just talking about men perusing hardware stores. There is a variety of amazing new direct marketing response tools that are easily accessible for businesses to use to promote themselves. Not long ago, corporate websites were the popular new tool. The common thought was that a business would eventually fail if it lacked a website.

E-mail marketing was a hot new resource when it was first introduced (and when you could only find spam in cans). Today there are landing pages, Twitter, Flickr, LinkedIn, YouTube, Facebook, and a wide variety of other platforms businesses can take advantage of to get their message out.

Here’s the issue: they’re only just tools! Businesses still have to have a message to convey. With that in mind, in today’s marketplace, your business’s message must be clear and it has to be persuasive. And even though you have a new tool, it doesn’t necessarily mean that it the right tool. A few of these new response tools may grab your interest. But do they grab the interest of the people you’re trying to connect with?

Today’s marketing is all about giving consumers the power to make smart choices (and that means choices that are in their best interests). You want your customers (current and prospective) to feel empowered-not overpowered by an endless stream of messages. You want to give them the information they want to know, not bury them in information with your “shovel”.

So before you go out to purchase the latest hot new tool, consider first what your customers truly want and need. Think about the correct technique to get that information to them. Don’t just instantly grab the shovel. Pick the right tool to get the job done.

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Email Marketing Vs Direct Mail Marketing

May 21 2023 Published by admin under Uncategorized

Marketing has always been a complicated, but necessary task for businesses. Advertising campaigns were once limited to the realms of print, radio, and television – but even then marketers had to strike a delicate balance of promoting their brand in a way that was not viewed by customers as overly pushy. Things have only gotten more complex with the introduction of modern technology such as the World Wide Web, social media platforms, and the relatively new yet already pervasive phenomenon of the smart phone. Marketers now have many different advertising methods from which to choose.There has been considerable debate in the marketing world over the value of email marketing versus the more traditional direct mail marketing. Those in favor of direct mail often claim that emails are likely to be disregarded by customers, however taking a look at the evidence surrounding email marketing campaigns reveals that it is not only a highly effective marketing method, it is also cost-efficient.Rapid Growth in Companies Using Email MarketingSome people say that email marketing is already outdated – an old model in its death throes. However, there is research showing how the number of companies that embrace email marketing as part of their overall advertising strategy has increased in recent years and clearly refutes such claims. Email marketing is close to an $11 billion dollar industry and in the past five years, it has enjoyed a nearly 20 percent rate of growth.Email advertising continues to gain prominence, particularly in small businesses. Research conducted by Hurwitz & Associates revealed that 46% of small businesses utilized email marketing and 36% had plans to begin using it in 12 months following the survey. Furthermore, email marketing on average accounts for around 15-22% of the advertising budget for those businesses that utilize it. It is popular among small businesses because it is a simple, straightforward advertising method that achieves positive results. According to the report:”As companies grow, they are more likely to adopt email marketing. Companies with 2-4 and 5-10 employees are the most likely to have plans to deploy email campaigns in the next 12 months. Having outgrown the sole-proprietor stage, these companies are looking to increase sales and revenues to support existing headcount and expand business.” – Hurwitz & AssociatesOverall Cost and Revenue Benefits of Email MarketingEmail marketing is one of the best methods for saving money on advertising costs, especially for those who have a solid customer base online. When taking into account all of the direct and indirect costs of email versus traditional mail campaigns, it is obvious that the former is far more cost efficient than the latter. In fact, direct mail can cost a jaw dropping 50-100 times more than email.A study performed by the Harvard Business reviewed and compared cost and revenue results from email and direct mail campaigns highlighting just how much more cost-effective email campaigns can be. The email campaigns in the study performed up to 95 times higher in terms of Return On Investment (ROI) than direct mail. Studies like this underline the fact that email marketing has significant financial advantages over direct mail marketing.For one thing, promotional emails do not require a small fortune spent on the design process. The photos, digital graphics, and text for an email can all be found or produced online. When it comes to direct mail marketing however, you have to consider the entire creative development process, from the cost of printing your materials to necessary postage.How to get startedIf you want to get started marketing your product or service via email and do not have an affiliate network or online marketing agency you are working with, consider talking to several to chose one to be your online marketing partner. For someone starting out online for the first time, online marketing carries many unique challenges that an advertising agency who specializes in affiliate marketing can help you with. You want to work with one who does affiliate marketing as using affiliate marketing to create cost per sale (CPS), cost per lead (CPL) or cost per action (CPA) email marketing campaigns will be the most effective way to maximize your online advertising dollar. Madrivo Media is one company that specializes in helping clients with their online advertising campaigns.

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Profitable ETF Strategies – Understanding Correlation to Gain a Market Edge

May 19 2023 Published by admin under Uncategorized

Based on our market classification scheme, there are 9 market states derived from 3 price momentum measures combined with 3 volatility measures. There is an important phenomenon related to the Bull-Sideways-Bear market states that can give you both insight into current conditions as well as a decisive market edge in risk management. The edge comes from observing and understanding the correlation in returns from geographical regions of the world with respect to US market returns.Correlation is a basic statistic that examines the degree to which 2 streams of returns (in this case) move in tandem. At high levels of correlation and with a hypothesis in support, we may begin to look for cause and effect, but for our purposes simple correlation is sufficient for insight into favorable trading conditions.When the world market is in Bull conditions, and the sun is shining, it is normal to find correlations diminishing, with some regions of the world achieving much higher than normal rates of return. Simply based on the size of the US market it is usual to find different parts of the world leaving the US behind.As we have seen lately though, when things turn south, correlations quickly converge and the whole world starts going south together. It is normal in these conditions for a flight to quality to occur and money seeks out the relative safety of the mature companies of the US. This sets up perfect conditions for a pair trade that goes long the US markets and short the rest of the world, which can either be the mature economies of Europe and Asia (represented by ETF symbol EFA) or emerging market (represented by symbol EEM).This strategy essentially will eliminate market direction and allow you to benefit from the persistent relative strength between regions of the world. This strategy allowed for you to benefit tremendously from the current market volatility, and it repeats itself with surprising regularity over long time periods.

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Death to Old School Home Based Business Practices – Avoiding the Bully (Shark) Marketer

May 16 2023 Published by admin under Uncategorized

It is exciting to make big money working from home. Very few actually do though for numerous reasons, and this article series is devoted to revealing why few succeed, how those that do succeed accomplish their success, and what you can expect if you really want to find success working from home.Back to the sharks. When you get your returned phone call(s), you have no idea is calling you. But be sure of one thing, they are doing it in the hope of getting paid. Nothing wrong with getting paid, but not everyone conducts business with the same ethical standards. In fact there are way too many individuals in the industry that will tell you whatever they think you want to hear to get you to move forward with their business..The process is simple … they call you … tell you how busy they are … then give you some websites to go see and a conference call to attend. Easy enough, anyone can learn to do that right? Then they insist that they are professionals, insist that you be the same and be at either of a couple of choices of “appointments” with them to get your questions answered. You agree on a time and then you are off to do your research.So you go to that call, check out the website … everything looks so good, but as a normal person you have some questions; and you should. You are about to make a decision that is important, and your time and energy is the #1 resource you are risking, not the money. Money is replaceable. Your time and your emotional state and health is not.You are really interested so you keep your follow up appointment with what seems like your harmless tour guide.. You have so many questions, and you are excited. Here’s where you can be vulnerable to the seasoned professional you are about to meet. You are about to be 3-wayed to someone that has more experience at “closing”. They intend to “close” you, which means, have you pull out your credit card or you get sent to the bank to get certified funds.Meanwhile you are thinking you are just trying to get questions answered so you can consider your options.The call comes as scheduled, the person that you first spoke with then tells you they are new to the business (in most cases) or says that they want to show you what kind of up line support you are going to get when you join, “so if you don’t mind, I’d like to bring in John Hammerhead into the conversation. He’s a great guy, a lot of fun to work with, and very successful. He’s teaching me the ins and outs of this business, and will be teaching you”.Now in your mind something is a bit amiss right? The yellow caution light is flashing in your mind, and your original contact person can sense new resistance developing in you; and he/she should. You built rapport with that first person that called you. You wanted to speak with them more, and now here comes someone you don’t know. You are about to experience the Home Based Business Shark Bite.Of course John Hammerhead is very busy so as you ask questions, he gives you short answers, and says “don’t worry … you’ll learn all of that when you get started”. Get started you are thinking? I’m just still learning about all of this Home Business Stuff, your brain shouts at you.Then it happens, John Hammerhead goes for the “BITE” (close) … “well let’s get you started?”If John Hammerhead has done his job, all along the way, he has painted the picture that this is easy, just follow the “SYSTEM”, and we’ll be here to help all along the way.Meanwhile you have not had enough time to Google the company or research any other businesses. You are not ready … John Hammerhead is ready and expects you to be too because “he’s looking for decisive people”. Who is this all about anyway? It’s about you, your life, your goals, your dreams … not John Hammerhead.For so many people (including this author) that is the first experience, you pull out your credit card and go to the website and sign up. You just signed up for your first Home Based Business. It will probably not be your last.At the end of the call you are congratulated for being decisive and committed to your future, etc. Meanwhile, John Hammerhead just bit a chuck out of your checking account. And you can be guaranteed that, if you enrolled in your home business this way, then you will almost certainly regret it at some point, and write it off as lesson 1 at some point in your not to distant future.My first experience at learning about home business was from watching a TV commercial late at night. I went to the website, put my information in, and almost immediately my phone rang. People from about 8 different companies called me. I connected with one particular guy that seemed honest enough.I had very specific criteria. No selling to friends and family and drop ship completely from Internet ordering were the headlines. Jim the “Vitamin salesman” was not resonating with me, but I figured IF it was totally turnkey online, it would just be another stream of income. After all, people buy lots of vitamins.Jack Greatwhite just kept saying yes. I went to their call. Everyone was making all this money, it sounded great. When Jack Greatwhite called me back, he already had Bill Thebullshark on the phone with him. I was instantly in a 2 on 1. I re-capped my criteria, and told them that if everything I heard was true I was in. They said yes again. I ordered the “IPB decision kit” for $500. They got me to go ahead and signup for the marketing system, for a year (big mistake), but I felt these guys were being honest with me.When I got my kit, the first thing I did was read the “manual” that came with it (very unusual for me), but I wanted to see their marketing model. And there is it was, on page 3 “circle of Influence”, friends and family, blah, blah, blah. Right about the time I finished reading the manual, I was packing up everything to ship back, and Jack Greatwhite just happened to call. I questioned him on the “drop ship” program and then he said I needed to either sell X dollars in product first (of course by having them all shipped to my house first) for a couple of thousand dollars, or buy my way in at a higher level.I confronted him, and essentially politely called him a liar. He back peddled and got Bill Thebullshark back on the phone, and they settled me down a little bit. At the time I didn’t realize they were trying to get me past the 72 hour period with which I could get a refund (which they successfully did).A week later, I called to cancel everything, request my refund (that’s when I found out that the 10 day period began when I put my credit card in the website, not when I received my product evaluation kit. It was now day 11. I wanted a refund on the marketing system. Of course I had clicked on an agreement that said it was non-refundable. So it was a $750 lesson and introduction into the world of the dangerous shark infested waters of MLM. One year later the old wound was opened and salted when the company that provides that company their marketing system started charging my credit card without my permission. After an hour or so of my time on the phone, I finally got the charges reversed. Unbelievable.Are all people in network Marketing and Home Based Business Sharks and pilferers? Absolutely not. In fact, when 4 months later I looked again after responding to what I thought was a job ad in the newspaper. I saw the sharks coming and got back in the boat fast.This whole exercise though led me to find a business that was legitimate, and I was able to do very well at. But I swore to myself on day 1 that if I EVER had to resort to those tactics to make money, I would quit the business. (which I did in February 2007).The best advice is take your time looking, don’t let a seasoned “Networker” (shark) bully you or make you feel inadequate because you want to “think” about a particular business. Thinking about it is EXACTLY what you should do along with some Serious Due Diligence (Research). How to go about this is the subject of another article.I was taken advantage of because at the time I was moving AWAY from a situation, and everything sounded better than where I was. By the time I picked my right business, I was moving TOWARDS a goal, and therefore no one was able to push or bully me.Either you or someone you know has been the victim of a GUMP (Good Unsuspecting Money People) hunter in MLM or Direct Sales, creating much of the negative view of the industry.Some Network Marketing, Direct Sales, MLM companies or other Home Based Business opportunities in many cases have tremendous value propositions. Most do not, and they are populated with lots of hungry sharks.

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Hiring a Marketing Company? If They Can’t or Won’t Tell You a Measurable Result… RUN!

May 14 2023 Published by admin under Uncategorized

Have any of you hired a marketing firm and are still waiting for the results…maybe even months later? You should be seeing results right away or you’ve gone to the wrong place.Direct marketing produces right away. Branding takes longer…a lot longer. Learn to tell the difference.One of the things I keep telling my business clients is that you don’t do anything that you can’t measure. So, before we ever decide to do any step, marketing, sales, production, we must have a measurable target. Then when we start seeing results, we measure the results, and compare that to our target. If we are below target we tweak, adjust, optimize to get it up where we thought it should be, and, in most cases, we can get there quickly…probably in a week or two. Over time we are still looking for the opportunities to make that number better. Significant improvements usually come along because we are looking at the numbers.I heard an interesting statistic the other day. You are 7 times more likely to achieve your goals if you have
A measurable target,

An action plan to get there,

Are monitoring the results, and continually optimizing.
That’s a rather impressive number . . . 7 times more likely if you have a measurable target.Do you have measurable goals, track your results, and act on what you find?I’d like to tell you a story about an experience of mine.Last year I was traveling to the Middle East a lot, the oil companies are some of my clients. Because of the amount of travel, 1-2 weeks a month, I found that I was letting some of my marketing results slip. I was just not around to do it myself any longer. When I’d get back my marketing would be behind, and so were the number of new customers coming through the door. I’d have to work to get the client flow starting again, and suddenly I’d be on my way out of the country with the cycle starting all over again. This resulted in a see-saw of clients and productivity. Something I tell my clients how to avoid, I emphasize that they focus equally on a balance of incoming leads, sales closes, and production completion. But here I was letting things slip myself.I decided that it was time for me to hire a marketing company to do it for me when I’m gone so I’d come back to a steady flow of new clients. I turned to a local well known marketing company who works with some of the largest companies around. The first thing I asked them was, “What is your average direct mail campaign response rate?”I don’t do anything without having a target. My own direct mail campaigns typically run in the 5% area. I know that for every 1,000 pieces of direct mail I send out I’ll have around 50-60 calls. So, I wanted to know how well this “expert” company was doing before hiring them. Their answer was, “Oh, every company we work for is different. We can’t measure that kind of thing.”CAN’T MEASURE! That is what I teach my clients to do, and this expert marketing company doesn’t measure!!!!At first I gave them the benefit of the doubt. I asked them to let me talk to 5 of their clients.And I was absolutely amazed. Every last one of their clients had exactly the same answer.
“Gee, I don’t know how many new customers I’ve gotten from their campaigns.”

I wouldn’t take a non-answer for an answer so I asked if they had seen ANY increase in business of any kind. When forced, they answered, “No, I don’t think so. Not yet anyway.” And these companies had used the marketing firm for 6 months to 2 years. That was certainly long enough to see a result, but they hadn’t.

Every last one said: the marketing company is doing a “brand awareness” campaign for them and that it would take about 2 years. They didn’t expect to see any real progress for at least 2 years.
2 YEARS! And at about $15,000 a month. Boy did that marketing company sell them a bill of goods.That is one of the main differences between direct marketing and brand awareness marketing. Direct marketing is a direct contact with the customer with direct and immediate measurable response. Where branding is sort of like saying here I am and some day you’ll recognize I’m standing over here.Branding works for companies like McDonald’s, Coke, Nike, etc. When I want a sandwich and see the arches I tool right in there. I know what I’ll get.However, for most small businesses, you can’t wait 2 years for the results. Branding alone isn’t going to get it.Direct marketing will produce a measurable result next week. I’ll know that I got 0.5% or 5% out of every 1,000 pieces of direct mail or other direct marketing. If it’s below 5% I’ll tweak it and watch the response go up the next time and the next time. I can continually get better and better.Branding can still happen as an afterthought of direct marketing. But I intend to see a result on the first mailing, probably next week. And, yes, over time the response rate will get better and better as I build brand awareness. The difference is that direct marketing is driving for a specific measurable result on each campaign. It’s asking for an immediate action…Come to my seminar…Sign up here.Branding alone is just saying “Hi. Don’t you see me. I’m great.”I continually measure not only my own results, but those of my suppliers and, as a result, I get better all of the time. If I’m not watching the numbers I can’t get better. I’ll continue to get what I’ve always gotten.Let me ask you an important question.Do you think the marketing company I mentioned doesn’t know what its sales figures are? They do. Yet, they don’t know what results they deliver to their customers.What does that tell you? It tells me they are more interested in tracking their sales figures and improving those than they are in tracking the results they provide to a customer and getting better at that. They are interested in improving their sales but not mine.So, the next time you place an ad anywhere, or hire a marketing company, ask them what their typical response rates are. If they can’t, or won’t tell you, go somewhere else, you are in the wrong place.And what I’ve discovered is that most won’t commit to a specific deliverable number. When you find one that will, grab them. They are gold.

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