Dr. Robert Cialdini’s Science of Persuasion
Anatomy of a $50+ Million financial publisher. Strategy, Products & Sales Funnel overview
As part of my ongoing quest to show you how to build a $20-$50 million direct response business I’ve broken down and templated the basic marketing structure & strategy of one direct response financial publisher consistently selling over $50 million a year. It’s broken down to show you: Their basic Product Ladder The media they’re [...]
Beat your control before it fails and your revenue dries up
“Long-term controls are, I think, a sign of failure – failure to beat the control. As controls diminish – and they ALL do – it hurts not to have a replacement.” Marty Edelston, Boardroom Inc. Sage advice. I’ve seen far too many clients making future plans on the assumption their current control or controls will [...]
If you’re business NEEDS “home-runs” to grow – you’re already failing
Is your next product or launch campaign going to make you rich, popular and sexy? I hope so. But are building your business on the assumption that it will? If you are, someone (hey how about me?) needs to take the time to hit you over the head and tell you: If you’re business NEEDS [...]
Dick Benson’s Direct Marketing Rules of Thumb 21-31
Now for the final installment of Dick Benson’s Direct Marketing Rules of thumb. Agree or disagree with them but thinking them over will make you a smarter marketer. Direct mail should be scrupulously honest. (My note: I want to tack this the heads of a lot of marketers I’ve met. Applies to email, sales-letters and [...]
Dick Benson’s Direct Marketing Rules of Thumb 11-20
And here we continue direct mail great Dick Benson’s rules of thumb… Adding installment payments for items over $15 will increase results by 15% (My note: Payment plans work. Period.) Dollar for dollar; premiums are better than discounts. Adding elements to a mailing package, even though they add cost, are more likely to pay out [...]
Dick Benson’s Direct Marketing Rules of Thumb 1-10
Dick Benson was a giant of direct response marketing that most online marketers have never heard of. But any old pro in this industry not only knows him but pays great respect to his experience. He’s the guy who’d seen it all and done it all in direct mail. With decades of experience advising the [...]
Direct Response Growth Strategy Part 3: Breaking Even on Getting New Customers
Your “break-even tolerance” is the ROI calculation letting you get your money for nothing and your customers for free. Without a thorough understanding of it, you can have the world class copy…powerful offers .. and great lists and STILL end up losing money. This is fundamental to building a successful direct response business – online [...]
Direct Response Growth Strategy Part one
What kind of business growth strategy do you need to build a $20-$50 million direct response business? That’s the focus of this business building series. The good news is the big picture isn’t rocket science. In this series I’m going to lay out a comprehensive business growth strategy for how do it. These fundamental strategies [...]
Direct Response Growth Strategy Part 2: Customer acquisition basics
How’s this for a paradigm change about how you go about getting new customers: You’re NOT trying to make a profit on the first sale to a new customer! You must think I’m nuts. It’s totally counter-intuitive that you wouldn’t want to make a profit on your promotions but that’s exactly how aggressive direct response [...]
