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Old May 11, 2003, 10:43 AM
Michael S. Winicki
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Default Ken, the truth is...

so much is dependent upon your numbers I don't think you can take someone else's success with Overture and transplant the results. For example what are:

1. The number of click throughs you need to acquire one customer?
2. How does changing your home page (sale's message) affect those numbers?
3. What is your average gross profit dollars per sale?
4. What up-sell products do you offer?
5. What re-sell products do you offer?

If you have a grasp of the numbers you can easily figure out how much you can afford to spend per click on Overture.

The problem I see with most using Overture is that they have absolutely no concept if they're making money or not.

Don't underestimate the power of the upsell or re-selling your customers additional products. I'm sure you've heard it said before that the first sale is not usually a moneymaker. You make money on the second sale and get rich off the third sale. But again, understanding the numbers is the key. It's what drives off-line direct marketing and it's what drives on-line direct marketing.

Take care,

Mike Winicki

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