What Are The Most Important Parts Of A Direct Marketing Campaign?

Ron,

You'd think that the more someone pays for something, the more they'd expect.

But like you say, that isn't the case and I've had the same thing happen to me, customers who spent $1500 were completely different from customers I sold a $20 product to.

The $1500 customer didn't want any support, never rang me with problems, never wanted their money back and brought from me again.

The $20 purchasers wanted free support, took forever to make up their minds and I even had some want their money back. When asked why, they made up lame excuses because they'd used the product and basically wanted a free ride.

I'd never again sell low, it's just to much like hard work.

The higher the price, the better. Better profit and better customers.

Jeff

Hi Mike,

> You see "timing" is tied to both
> the audience 'do they want your product at
> this point?' and with the product itself 'is
> it wanted by the market'.

> If your product is not wanted it does not
> matter what audience you select or the the
> price-point you choose or the marketing tool
> you employ, DM, space ads, TV, radio,
> Internet or just dropping flyers out of a
> plane.

> Without good timing, your campaign is
> DOA...the better your timing the more money
> you'll make.

Yes, I fully agree.... Thanks, it's an excellent point. :)

> The second biggest mistake I see (and have
> done myself) is 'falling in love' with one
> product and service. Instead of giving it a
> fair shake and saying 'next'...we
> continually try to force a round peg into a
> square hole. What any business needs are
> various products or services, hoping one
> will be grasped by the market and your bank
> account fills.

Yes, great advice!

I can see myself as having that unfortunate tendency of "falling in love" with a product.... Dangerous....

I mentioned that I've seen one of the videos of the "Direct Mail Boot Camp" which you can get.... Anyhow, on that video there's a part where Ted Nicholas mentions how he spent something like $350,000 trying to promote a product he had fallen in love with! It was money down the drain....

Most people don't have that kind of money to lose, but that shows the danger of this, and that it's a danger for everyone, no matter how experienced you are....

Thanks Mike, that's a very timely reminder.... :)

- Dien

Years ago, when a 1/6 ad in Entrepreneur was only $1,000 I used my 4-Step system to sell my $1495 programs.

The display ad was a "teaser" getting prospects to (#1) call a "free" recorded message (#2) the 2 min recording gave them reasons to leave their Name & Mailing address for my (#3) sales letter which gave more details about my program and QUALIFIED them as to price (an investment of less than $1500)

The Sales Letter gave more benefits and explained that I had made a (#4)FREE "Preview Video" which they could have for a "Refundable Deposit of $20".

They could return the video to get their $20 back BUT only about 1 in 100 would request a refund.

Sure...I had to do a lot of "handling" of the Videos BUT...I was moving 100 videos a month which cost me $2 each and these were paying my expenses PLUS....because of the POWER of my "Homemade" videos I was closing 15 to 18 deals a month of the $1495 programs.

Not a bad way to go.

This "4-step" marketing system will STILL WORK TODAY! In fact, I'll bet I could take the exact marketing materials I used for this project 12 yrs ago and get close to the same results.

They say that Fads return about every 17 yrs.

I too agree with the Big Ticket products. You spend almost as much time, money and effort selling a product less than $100 as youdo selling one priced at $500 or more.

Anyway...I thought I'd toss in my experience selling High Ticket items with a low ticket product...a "Free Preview Video" which they pay $20 for.

Thanks for reading.....Don Alm




Some of my Home-Based programs

Hi Don,

That sounds like a great system.... It's the first time I've heard of a 4-step system before, but it makes sense....

Thanks for sharing it! That was a great post.... :)

- Dien Rice

Do you think that there are a certain percentage of people that would buy your product...whatever the price? i.e. is there a % that want it so bad (e.g. 10% of replies to your message) that will pay ANYTHING? Then they are satisfied because you "soothed their fever"

By the way what WAS the $1495 product being sold in 4-steps?

More recently, Jeff Paul used the "self-liquidator" by charging $30 for his book then back-ending his home-study.

> Hi Don,
"Consumers" nowadays are skeptical of EVERYTHING!

Thus....when you can get prospects to make out a check or credit card (THEIR money) to YOU for even a video tape...AND...when you deliver what they ordered....YOU have built CREDIBILITY and (the MOST IMPORTANT item in marketing)...you've gained their TRUST!

Those who've given you their bucks realize they received what you told them they'd receive...even if it was just a Video selling your BIG ticket item...that's OK, because you did what you said you were going to do.

Jeff Paul (the $4,000 a day man) sold a $15 booklet in his full page display ads. The booklet gave a "little" info but was mainly used to sell the bigger ticket items.

Don Alm

> That sounds like a great system.... It's the
> first time I've heard of a 4-step system
> before, but it makes sense....

> Thanks for sharing it! That was a great
> post.... :)

> - Dien Rice


My Unique money makers

...unless you want to see a great model!!

But be careful!

I still remember the first time I got one of Don's preview videos. I really had no interest in his product I just wanted to check out his model.

...or so I thought.

By the time I watched it was was ready to buy. It was a perfect blend of information and salesmanship.

Ron

Jeff,

That reminds me.

I worked with Mark Nolan and Mike Van Norden to create "inner circle" teams. In each case people payed $1000-2000 to join.

The members were great to work with.

Ron

> Ron,

> You'd think that the more someone pays for
> something, the more they'd expect.

> But like you say, that isn't the case and
> I've had the same thing happen to me,
> customers who spent $1500 were completely
> different from customers I sold a $20
> product to.

> The $1500 customer didn't want any support,
> never rang me with problems, never wanted
> their money back and brought from me again.

> The $20 purchasers wanted free support, took
> forever to make up their minds and I even
> had some want their money back. When asked
> why, they made up lame excuses because
> they'd used the product and basically wanted
> a free ride.

> I'd never again sell low, it's just to much
> like hard work.

> The higher the price, the better. Better
> profit and better customers.

> Jeff

and I can believe his videos are just as compelling!

Thanks Ron for the recommendation. :)

- Dien Rice

Hi Group;

Don Alm is very famous here in Queens New York. In fact I just had a friend who asked about that preview video a few days ago. he hasn't seen that video in 5 years

Eddy