Interview Part 5
Q I know one
cost area I'm going to check into as soon as this
interview is over!
Now besides your approach to developing
strong copy, could you share some of your other
promotion strategies?
A I look at
every promotion as a great balancing act. It's
absolutely critical for direct marketers to maximize
every facet of a promotion in order to achieve the
greatest return. The four primary promotion focal points,
or keys to success, that I look at are:
-
The
product or service you're selling.
-
The copy
platform or appeal you create.
-
The target
audience you select.
-
The deal
and guarantee you offer.
I have
chuckled many times when I've sat in seminars or
read articles about how one or the other of these
promotion aspects is more important. One time I
actually listened to someone impress her audience
with the fact that she assigned weighting factors to
each, like copy is 30% and offer is 20% of the
impact on your results! The fact is
they are all equally important to maximize. If any one
of these items is not given your full attention,
your promotion is destined to bomb!
I'll give you
some vital success formulas for targeting and offers
in a minute, but first I'm going to let you in on
my, often over-looked, fifth key to success:
- Preparation
of your people who are taking phone orders.
Marketers must
stop thinking of these people as simply order takers
or customer service reps -- they must be sales
people! If
the people taking calls from responders are
empowered with attractive up sell offers, you can
add big dollars to your bottom line. One
subscription marketer I worked with was able to
convert over 50% of phone orders, originally
desiring a one-year term, into two-year buyers.
When your
staff is performing at this level it's time to apply
techniques to emphasize phone orders over mail-in
orders. In
Million
Dollar Strategies, I’ve covered
these issues in-depth. Anyone who
adopts the success formulas I disclose in my Special
Report will become a pro at creating irresistible up
sell offers. Plus,
they will learn how to pick, train and motivate the
people taking response calls, and, ultimately, how
to generate more phone orders.
Continue to Part
6 >>>>
