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My Definition Of Insanity
But let me tell you a story which illustrates an entirely different example of insanity. I was speaking with a printing company the other day who showed me a 3-step sales letter set of flyers they sent out (3 flyers over a period of 20 days) to clients a few years ago. I asked him “What response did you get from the flyers?” His reply was that he probably generated a $70,000 or $80,000 return on the mailings. Cost = $3000 (or thereabouts) Return = $80,000 And here’s what’s absolutely insane: He’s never used that sales letter again. Is that crazy or what? I mean, if every time you gave me $10, I gave you $30 in return… how long would you keep giving me $10 for? For as long as I kept giving you more back than you were giving me, right? And yet so many businesspeople will pull a campaign long before it’s stopped being profitable. There are a few reasons for this: 1. They don’t measure it, so they don’t know if it’s profitable or not. 2. They get bored with their existing system and want to do something new (hey, bore me all you like… just keep putting money into my coffers) Pretty crazy, isn’t it. I mean, here’s a formula for advertising success. Write half a dozen lead generation ads or sales letters. Test and measure each one. Once you find the most profitable one, this is called (in direct marketing lingo) the control. Continue to run it over and over and over again. (some ads have appeared for decades in exactly the same format, word for word). Continue measuring it. (and if it keeps making money, don’t stop doing it - no matter how bored you get) Test against it in small quantities. If you beat the control with your new test, then your new test becomes the control. Keep running the ad or sales letter. Bottom line is… if 5 of your first 6 ads or sales letters fail… and you only have one winner, it doesn’t matter does it? Why? Because the ad or sales letter that’s profitable can be replicated over and over and over again. Article Directory: http://www.articledashboard.com Scott Bywater is a professional direct response copywriter and the author of Cash-Flow Advertising. To get a complimentary copy of his special report '7 Ways To Increase Your Turnover... No Matter What The State Of The Economy' (valued at $29.95) and a free subscription to his "Copywriting Selling Secrets" ezine where you'll discover how to write ads and sales letters that make people line up and practically beg you to do business with them visit his web site at www.copywritingthatsells.com.au |
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