How to keep your marketing from destroying your business.

“Either you repeat the same conventional doctrines everybody is saying, or else you say something true, and it will sound like it’s from Neptune.” — Noam Chomsky

Dear Reader,

There is no doubt about what passes for conventional marketing and advertising, and what passes for truthful and attention getting marketing.

It’s usually the truth of the underlying promise being made.

You see, there are thousands upon thousands of businesses vying for the attention of a limited amount of customers, and most of them are just repeating the same thing over and over. Just like their competition.

But how are you going to differentiate yourself from the crowd by being “just like everyone else?”

Truth is: you aren’t.

And if you’re still using some local marketing company, and even worse, letting the local newspaper or TV station decide what your ads will say… then, my friend, you have already lost.

How using a little outrageousness
can go a long way to standing out
in a very crowded marketplace.

Not long ago, I was at an impasse as to whether I should use online marketing for my business or go to the long-standing, tried and true, direct mail option.

Online, everyone and their sister is a marketer with something you just gotta have.

From penis pills to weight loss miracles, from all the ways to make your ideal life “manifest”, to finding the perfect match, we have the cure for YOU!

Offline, with direct mail, the art of communication is strong if you know how to connect with your market.

If you do it wrong, the costs will get you. And you have to be more specific about who you market to, and how you “talk” to your customers.

Of course, there is nothing to say you can’t use both online and offline marketing.

It’s just that, getting a personalized letter from a soon to be trusted source, allows you, the astute marketer to offer more attention and understanding. Your prospects will come to see you as the one who takes the time to communicate with them in a personal way.

Not just the guy who sends out a cheap email that anyone can send with close to no cost at all.

How being the “junk mail” king or queen
is the ticket to business profits that are predictable,
reliable, and easily repeated month after month, year after year!

You might be saying, “Dude, this is going to cost way too much money.”

And, if not done properly, yes, it will be throwing good after bad.

But with a system designed to weed out the good from the bad, a testing program to find out what works in record time, and an ongoing plan to keep the profits coming in, you can’t go wrong with direct mail.

(This is not your local print shops idea of direct mail marketing. It’s based on what has been working for more than 100 years. Proven, repeatable and scale-able.)

And no, it isn’t more expensive than the local shops or mass media outlet.

Not if worked efficiently.

You see, you won’t be throwing good money after bad, never knowing if what you are doing is working. But you will be able to see where every dollar has gone and what results, if any, it has provided.

And if you aren’t getting the results you had hoped for? The numbers will tell you what to do to make it better. More profitable. And in essence, more efficient.

This is the key to what the top direct marketers do to pull in millions of dollars every year, year in year out.

I can hear you right now. “That can work for my company. We’re not like them.”

To which I would respond, “You may not be selling the same product or service, but you are selling it to the same people. The same human nature that hasn’t changed in more than 10,000 years. And doesn’t show any signs of changing in my, or your lifetime.”

So, you have to ask yourself… do you want an endless supply of new customers, to keep your past customers coming back, and do you want to understand why they come to you?

Then, get started with direct mail marketing and you will have all your answers.

(Also, there is no better way of testing a new product or idea than to run a test mailing. The cost is minimal compared to investing in storefronts, inventory, and big marketing campaigns that will drain you before you make your first sale.)

Ask me how. It’s what I specialize in. Direct Mail Marketing.

Talk to you soon.

Andrew

 

Hit Them Hard With the Offer And, Tell Them What They Have to Do to Get It!

Dear Reader,

According to Robert C. Hacker in “Direct Marketing Doesn’t Have to Make Sense, It Just Has To MAKE MONEY”, you’ve got 12 to 20 seconds to win over your prospects heart.

And that may be an exaggeration. (I’ve read many places it could be as little as 5-seconds.)

You see, Robert says there are a few things you need to know about your prospect before you decide to start your next marketing campaign.

He lists 3 things straight out:

  1. They don’t care about you.
  2. They don’t care about your company.
  3. They don’t care about your products and services or anything you want to sell them.

Whether this is true or not doesn’t matter.

What matters is: You have to make the safe assumption to begin to craft your message. And to set your plans for attracting new customers.

Without these considerations, you will make a lot of poor assumptions about who your prospect is. And starting with a bad premise is a sure road to disaster.

The premise goes like this: Those who are interested in your product, will read your stuff no matter how bad it is. And those who don’t give a toss, will only read it if you make it hard hitting and peak their interest from the get-go.

The way you attract marginal buyers is to appeal to their self-interest. Remember, they don’t care about you, only what you can do for them.

So… you have to hit them hard with the offer and tell them what they have to do to get it.

The offer and how to get it must be the first and the last thing they see when reading or hearing about your product or service.

Hacker takes this advice further when he says: If you’re not going to make a hard-hitting offer, save your money.

Why is this?

Because, of all the Marketing methods available to you, direct is the only one that’s measurable. If you can’t use an offer, move your budget into advertising or public relations where the lack of tactful, (if any) measurement can hide bad performance.

But beware: if you do this, you WILL be throwing good money after bad.

And that is a sure “road to disaster” for you and your business.

It’s a definite set-up for failure.

You see, direct marketing is the easy cure for a small to medium size business that is willing to run the numbers. (Of course, it will work in any size business, but that’s another story for another day.)

If it’s the numbers that are confusing, I’ll cover some simple equations in my next post.

Until then, if you’re in need of a great second opinion on your marketing, contact me today for your FREE 30-minute, no hassle consultation.

If after the call you decide this isn’t right for you… you don’t have to hire me.

Simple, straight-forward, to the point.

Let’s not waste any more time.

Sincerely,

Andrew Jensen
Copywriter/Direct Marketing Consultant

 

 

 

 

Mad Max the World Series and the “End Of The World” as we know it.

Dear Reader,

Well, last night was the end of the longest losing streak in MLB history.

The Chicago Cubs finally won another World Series and now, hopefully, the curse has been lifted.

108 years and not a pennant to their name. But that has all changed.

But, you may ask, does this mean The End Of The World As We Know It has arrived?
(TEOTWAWKI)

Well, who knows? Not me for sure.

But one thing I can tell you: If your business hasn’t had a winner in what may seem like 108 years, then you may feel that the end of the world is nigh.

The Secret To Generating Life Altering Marketing
Without Ending the World

Gary Halbert, world famous copywriter and all around marketing genius, was know for saying, “There’s no problem in business that can’t be solved with the use of a great sales letter.” Or something to that effect.

(Maybe he said it was about solving all problems in life. Hmmm…)

Now, if you’ve been stuck on hold for longer than you care to admit, a strong and direct sales letter or marketing package may be your ticket to ending your losing streak.

Sometimes, when I’m stuck for a good idea, I ask myself, “What would Max do if his survival depended on his next move.”

This is what copywriter John Carlton calls, “Gun to the head writing.”

Getting that one good idea usually starts with a lot of bad ones, and then you whittle them down until you find something that works.

Breaking a losing streak is not easy, nor simple. But it is a process and that process involves getting to work.

But just getting to work won’t always fix what ain’t working.

What I do is, help you out of your slump.

How the Chicago Cubs Went from 1908
to now, without a single pennant.

You don’t have to wait 108 years for your next big win. You just have to do what the Chicago Cubs did this year.

“And, what was that,” you ask?

Make a decision to break your old habits.

Ha-ha, easier said than done, right?

It may be as simple as getting a second opinion, from an unbiased outside source. Someone who can introduce a new set of beliefs about who you are and what you are to your prospects and customers.

Over the years, as a Type 1 Diabetic, in order to maintain normal blood sugar levels, I’ve gotten into ruts with my diet. Eating the same food day-in, day-out. Eventually it gets really, really boring. But my fears of getting off my diet keep me from making changes.

So, what do I do?

I make a definite decision to try something different and work it into my insulin and eating plan.

Then, when the inevitable happens and my blood sugar numbers get a bit wonky, I make small changes until I figure out the new formula.

This method can work just as well for your business. It’s been known to do wonders for any company that uses Direct Response Marketing.

In fact, it is the way of all progress in life and business. Small, incremental, measured changes over time.

Of course, you have to keep track of your progress. But you already knew that, right?

And if you’re not keeping track? That’s a post for another day. We’ll focus on that in my next post.

Right now, you may need a change in your perspective.

That’s my specialty.

New perspective, new customers, new prospects. And when it’s fine tuned, bigger winners and bigger paydays.

Here’s to you finding your World Series big win. Sooner rather than later.

What do you think?

Regards,

Andrew

P.S. If you’re looking for a second opinion or maybe a fresh set-of-eyes, then contact me through my email or better yet, call me right now for your FREE no-obligation 30 minute consultation. I look forward to helping you solve your marketing “losing streak.”