Here’s some common sense that seems to be missing in most businesses today: You should never advertise or prospect to anyone who isn’t a likely to be customer in the very near future! Right? The only people you should be talking to are people who are ALREADY interested, qualified and motivated. Right? Why would you waste your time and money promoting to low probability prospects or lousy customers, clients or patients?
Doesn’t it make much more sense to target your now improved advertising message to people who’d love to buy from you NOW? Well, if you do what most business professionals do, you are probably promoting in places where many of the people who read or watch or listen to the message aren’t going to do anything with you. This waste is very costly and causes much frustration.
You should only advertise in places where you have a high concentration of likely candidates for whatever you do. You will be infinitely better off mailing to a small, more expensive but highly targeted list than to mail to everyone in a certain area! Target marketing isn’t sort of important. It’s the most important concept you need to understand!
In fact, we find that the most profitable system is to generate leads who are interested, and then do follow-up marketing to the leads that express interest, and to them ONLY! What better list could you mail to (other than your past customers) than people who have responded to your offer (usually free information) and said, “Tell me more, I’m interested.”? This kind of list, (when marketed to properly with the right kind of killer advertising copy) can yield results and profits beyond anything you’ve ever imagined!
The formula is:
1. Find a high concentration of likely prospects for your products or services. This could be mail, email, broadcast fax, space ads, flyers, TV, radio, Internet or whatever.
2. Offer information or some other freebie that you know others like them already have an interest in.
3. Get them to “raise their hands” by responding.
4. Follow-up relentlessly until a high percentage end up buying!
This simple formula sounds too easy. Like it makes too much common sense. You may be thinking, “Like, who couldn’t figure this out?” Well, let me tell you that 95%+ of the businesses in every business category imaginable, DO NOT DO THIS! That’s why they get direct mail results of 1-2% (or worse) instead of the 10-15% response rates this type of system yields regularly! Keep this in mind the next time you decide to spend money advertising!