If you don't have 10% returns then you aren't tryin!

When Joe says:

"One of the symptoms of not doing a good marketing job is when most people feel they got a better product and value than they thought they would."

IMHO Joe is wrong. That is a GOOD marketing job.

Joe says:

"A 3% return rate tells me that he didn’t sell hard enough"

I interpret this to read that the sales message did a good job explaining the benefits and features of the product. People were satisfied with what they bought from the sales copy that convinced them of their need/want.

When you start getting a higher return rate it is because people are unsatisfied. What lead them to believe they wanted it in the first place? Wouldn't it be the sales copy?

I look at it this way Mike. Assume Joe is right where a 3% return rate means you didn't try hard enough to sell. So how do you try to sell "harder" with your sales copy?

In my opinion it alludes to be deceitful by making exaggerated claims.

We are two different people Mike. You read the message and interpret it differently then I do. Perhaps your interpretation can help generate more sales for you -- my interpretation is a reality check to buying informational products or services that aren't going to do "didley squat" for you.

An example is a client (a very experienced marketer) who has bought not once but twice, from two different companies offering to send a million visitors to his website. The sales copy sold him. He emailed me about it to see if the server his site is hosted on could withstand the traffic.

Well... in both cases the traffic never came, and he got his money back from one company -- the other one wouldn't return it based on some loophole.

So it would seem that the companies "tried very hard" to promote their service with their sales copy, and no doubt have a high return rate.

And this is good marketing because...?

Best Regards,
Steve MacLellan


homebusiness-websites.com

promising benefits you can't deliver on is wrong. And again Joe does not say (this is a fact) nor imply (this is my opinion) you should do that in any of his books or related information.

What he is saying is that if your returns are minimal your copy could be made stronger to flag a wider audience. With any ad you have a wide variety of prospects that may purchse. Consider for a moment that you have people that "want" your product, have an "urgency" to buy it and have the "means" in order to pay for. These folks are a slam dunk...they buy and the returns are low. Now consider the person that has a "want" and an "urgency" but they don't have the
"means" to buy--at least not buy without injurying their current financial position. Your ad is so strong that many of these folks take a chance, risk their financial situation and buy. They receive the package...many of them keep it, they like the package and are happy. Others return it...it's not what they are looking for under their current financial circumstances. Does this mean your copy is making promises your product can't keep? No, absolutely not. Your returns go up but you end up selling a lot more product. Is this a bad thing? Only if your returns are astronomically high or you don't return the money to those folks that are unhappy.

There is nothing wrong with getting more people to buy (and risking higher returns) using more powerful sale's copy. And "more powerful" doesn't mean make promises you can't keep. It could be something as simple as a new headline.

Take care,

Mike Winicki