How To Take A Shortcut When It Comes To Marketing

Direct marketing is a great way to get the word out about you product or service. Instead of using brand advertising, I suggest that you use direct marketing as your strategy of choice. Why direct marketing? Well because it’s fast, cheap, affordable, and accountable. You can’t say those same things when it comes to using brand advertising.

To do direct marketing, you first have to have a niche. Once you go into the niche, make sure that a large enough market exists for you to operate in, and that there’s possibilities for growth in your business. You can figure this out right away to see if there are any magazines, trade journals, online forums, or even newspaper sections that you can run your ad in.

This isn’t something that is hard to do. You just have to keep marketing day-in and day-out if you want to achieve the success that you’re looking for. Here’s one thing that you can do to have success in your business:

1) Become protégé

By following in the footsteps that many business owners have done to make their business a success, you want to do the same thing also. You don’t want to reinvent the wheel. The easiest way to find success with your marketing is with a mentor – or someone who will teach you about the ins and outs of your business.

Don’t be like me. When I was first getting started off with my business, I didn’t know what to do. I tried direct mail a few times and I failed, and I run multiple ads in this one magazine – but the results were still not good. So I gave up on my business because I didn’t think it was for me.

But years after that, I became a marketing consultant and had great success. My clients were easy on me, and my actions delivered results. So is how I began my career.

But if you’re career is currently struggling, there are a few things that you can do. For 1 sell to your backend customers. This is where 80% of your total business revenue will come from, so this is something that you don’t want to ignore. If I were you, I’d still mail to my customers month in and month out to see results.

For number 2, I would change up your marketing strategy. Whatever you’re doing now isn’t working, so this is something that you will want to change. Consider going from mailing your prospects and customers every few months, to contacting them at least once a month.

For number 3, make sure you have a top-notch product. If your product is getting a high return rate, then you should analyze why people are wanting refunds. Understanding this may be difficult, but it’s something that I want you to think about before you go out and start marketing your products.

Give your prospects what they’re looking for, and they’ll reward you with sales.

Good luck with using these tips to make alot more money in your business today.

Writing for Direct Mail – Harnessing the Power of Powerlessness

Dear Business-Builder,

Earlier this week, I found myself on a conference call with a client’s marketing team.

Our mission was to brainstorm major themes and leads for a direct mail promotion to promote a print newsletter on personal health. We began as we often do, talking about what our prospects want and trying to figure out the ways in which our product fulfills those desires.

We talked about how health newsletter subscribers really only want two things:

1) A cure for what ails them, and …

2) Ways to avoid health problems that terrify them.

We talked about how, in order to be successful, our direct mail promotion needed to offer intriguing NEW solutions — things our prospects haven’t heard of before.

We talked about how our prospects have matured tremendously since the “early days” in the early 1990s …

How they’re more knowledgeable, more experienced and more skeptical than ever …

And how our direct mail promotion needs to be packed with undeniable proof that these new things really will work for them.

Just when we had pretty much finished the list of things we wanted our promotion to contain and do, a member of my client’s marketing team cleared his throat (he does that a lot).

And what he said will boost response on this direct mail promotion by at least 50 percent — probably much more.

What’s more, I’m convinced that if every direct marketer in America followed his advice, our national GDP would double virtually overnight.

But before I tell you what he said, let’s lay a little groundwork …


Love him or hate him, you have to admit: Rush Limbaugh is a phenomenon.

Rush doesn’t promise riches, better health, social status, to ease your daily workload or to get you dates. In fact, he never offers anyone one single benefit or present a single “Reason Why” listening to him or reading him will improve your life in any way.

And yet, 20 million Americans religiously tune into his daily radio broadcasts. Hundreds of thousands subscribe to his newsletter. And masses rush to bookstores and snap up every book he writes.

In short, Rush has broken every “rule” of effective advertising and direct marketing — and he’s become a billionaire (or darned close to it) anyway!

How does he do it?

A year or so ago, Limbaugh himself gave us the answer in an issue of his newsletter …

“The first year of my radio program callers would tell me how thrilled they were that there was finally somebody in the national media who expressed what they believed. For decades, conservatives had seen their values laughed at, impugned, run down. My radio program validated thinking that existed all over America …”

Put simply, Rush makes millions because he offers his followers something they value more than money: Validation — and the emotional release it brings with it.

Until they discovered Mr. Limaugh, his devotees were frustrated with politicians, the media and the direction in which they felt our culture was headed. But they had no voice. No power to change things. And worst of all, no outlet for the frustration and anger born of their powerlessness.


Nearly all of us feel powerless at some time or another — and that powerlessness causes frustration and even anger to well up inside us. And unless we find an outlet, those negative emotions gnaw away at us.

Psychiatrists have long known that powerlessness — the feeling that we are not in control of things that directly impact our personal lives — is a major cause of both aggressive behavior and depression.

And many medical studies have even linked the frustration, anger and rage that powerlessness causes with weakened immune response and frequent physical illnesses.

That’s where Rush comes in. He understands that millions of conservative Americans disagree with and are worried about the direction our government and/or society are taking — and feel powerless to “make things right.” And his magic is in providing a much-needed OUTLET for these pent-up negative feelings.

>> By acknowledging his audience’s deepest and most intense emotions, Rush validates them …

>> By expressing their feelings in ways that get heads nodding and listeners laughing, he gives his followers desperately needed emotional release …

>> … And his followers reward him handsomely by buying just about everything the man produces or plugs!

In short, like any good business person, Limbaugh provides a product that brings value to people’s lives and that they’re willing to pay for.

And although Rush’s product is both invisible and intangible, the emotional release he delivers is worth far more to his followers than the money they pay to get it!


Now, you gotta ask yourself: If Rush can make a gazillion samolians selling nothing BUT emotional release …

How much more money could you make including an element of emotional release in your next promotion?

…Which brings me back to my friend’s response-doubling suggestion …

My friend observed that every one of the most successful direct mail promotions ever created for the newsletter industry was emotional, edgy, even angry.

More specifically , he pointed out that each of these promotions was written in the voice of the editor — and that in each case, the editor was riled up about … well, something on the reader’s behalf.

And you know what? He was 100% correctomundo!

Every single grand-slam home-run promotion I’ve ever written — whether for investment newsletters, health newsletters, books on personal finance and even nutritional supplements has that one thing in common:

Each one acknowledged, validated and put my prospect’s sense of powerlessness — and the negative emotions he had about his powerlessness — into words.

And by doing that, each of these blockbuster controls:

1) Provided an emotional outlet for my prospects that made them eager enough for more that they bought my product and …

2) Positioned my ersatz author NOT as a salesman, but as the prospect’s friend, advocate and champion — and in the process completely neutralized my prospects “anti-salesman” defenses.

And you know what? This simple technique can work wonders for YOU — no matter what you’re selling!

>> Put your sales copy into the voice of an advocate who acknowledges and validates your prospect’s sense of powerlessness, his frustrations and his anger …

>> … Who provides an OUTLET for those pent-up frustrations by expressing them in ways that get the prospect’s head nodding and even get him chuckling …

>> … And then does something even “The Great Rushbo” can’t do — demonstrate how the advocate’s product will permanently relieve the prospect of these negative feelings …

… And you’ve probably got a HUGE winner on your hands!


Creating a sales message that harnesses this powerful technique is as easy as 1-2-3-4:

1. Identify the enemy — and make it personal! No matter what you sell, there’s somebody out there in the same, a similar, or a competing field who’s doing your prospect wrong.

In alternative health, it’s probably dimwitted and greedy mainstream doctors and surgeons and drug company fat cats.

In the investment field, it could be greedy brokers, idiotic self-appointed experts and “talking heads” on TV investment shows — once, I even lampooned Fed Chairman Alan Greenspan. My prospects loved it!

In the personal finance field, it could be money-hungry bankers … heartless tax collectors … and everyone else who assumes that your money is really their money.

What enemy is making YOUR prospects feel powerless, insulted, frustrated and angry?

Whoever it is, personalize the enemy. It’s not half as much fun lampooning hospitals, drug companies, banks and the IRS as it is skinning the greedy jerks who run them!


2. Identify the things “the enemy” does that frustrate or anger your prospect, insult his intelligence or render him powerless.

Does the enemy hide important information from your prospect? Does he lie to him outright? Does he treat your prospect as if he’s a dunce?

Is he arrogant and self-important — an authority figure just begging to be brought down a couple of pegs? Is he a sneak thief who nickels and dimes your prospect half to death?

List as many offenses as you possibly can.


3. Pinpoint how YOU feel about these kinds of people — and how you would feel if someone did these things to you.

Then express those feelings more articulately and with greater emotional power than your prospect possibly could.


4. Position your figurehead and his/her product as being the solution to the negative things the enemy does AND the balm that soothes the negative emotions your prospects has about them!

Make your author righteously indignant — and explain why he or she is absolutely livid about the way the prospect is being treated.

Say everything your prospect would just LOVE to tell the enemy. If you feel it’s appropriate, call him names if you like.


Last year, in a promotion on the Vioxx scandal, I had a sidebar with the headline …

Modern-Day Murder-For-Hire Ring BUSTED!

Beneath that headline, I had pictures of the CEOs of Merk and Pfizer — and the story (taken from internal company emails printed in The Wall Street Journal) about how they knew all along that COX-2 inhibitors Vioxx, Bextra and Celebrex would kill people, but promoted them anyway, just to make a fast buck.

Now, I am NOT suggesting that you accuse your competitor of murder — or say anything else that might get you sued for libel.

But to paraphrase Barry Goldwater, “Extremism in the pursuit of your prospect’s well-being is no vice.”

Hope this helps!

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