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Casual Articles - Dirty Hooligan! What a Crude Street Corner Come-On Taught Me About Direct Response Marketing
Reprint Rights Marketing - Use the Telephone and Sell MoreIn the early days of my Internet marketing career, I heard US based marketing expert, Frank Garron, say three simple words that have helped me make hundreds of thousands of dollars in extra sales.Use The Telephone!It is so simple that most Internet marketers completely miss it.FACT: It is worth noting that the more expensive your package, the easier it will be to sell it if you give prospects the option to call and speak to you on the phone.Some folks just need the emotional reassurance that comes when they know there is an actual person behind your website.There is just something about dealing with a real, live, human being that removes the barriers to making the sale.Reprint Rights and the Telephone
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You've Seen the "Crude" Way. Now ... What's the BEST Way?
:::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::
It's simple: COURT ME.
Most people don't go to a website LOOKING to buy something. In contrast, that becomes the result *if* you rub 'em the right way.
"If."
Most sites shouldn't use hard sales language, (like banter about "hot prices" or "amazing specials"), in their opener.
They're likely scaring prospects away with the very thought.
Unless your prospect is *specifically* coming to buy and you BOTH
It is a well-known fact that as your business becomes larger and more successful you will probably have to hire some type of extra help in dealing with financial calculations and bookkeeping. The larger you company becomes, however, the higher your accounting costs are likely to be, often making the need to pay for financial services a frustrating drain on your profits.There are ways to minimize these expenses, however, by increasing the efficiency of your company’s financial infrastructure.Since most accountants charge by the hour, your primary goal should be to make the work as easy (and non-time consuming) as possible for your accountant. One of the easiest ways to do this is to ensure that all records are stored in a manageable and orderly fashion. This usually means getting in the habit of storing your mon
No, I mean to your website.
Day in and day out, I see marketers address "filet mignon" prospects like $10 streetwalkers.
How do they expect to get the sale (or the signup, or the download, or the ___) like THAT?
It's all about converting "ho-hum" browsers to excited, active BUYERS ... right?
Hmph. Not that way.
Come with me as I tear through one crude, street corner come-on, showing you how it relates to YOUR direct response website ... and how marketing like this can grind sales to a screeching halt.
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THE COME-ON
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I was walking downtown on business the other day, and out of nowhere I hear:
"HEY!!!
"Ay, can I talk to you?
"Come HERE.
"WHERE YOU GOIN'???!!"
Umm ... excuse him? I was "GOIN'" faster.
To get away from the fool.
You probably don't realize it, but the mechanics of this barbaric come-on are components YOU experience on direct response sites every day.
The sites that cause their visitors' only "direct response" to be to leave ... WITHOUT buying, or opting in.
Can't see it yet?
Let's break it down:
"HEY!!!"
This is equivalent to an on-entry alert box pop-up telling me to input my name to "personalize my experience."
Or one demanding that I subscribe to some ezine I've never heard of, authored by a marketer I don't know from Adam, and harping on about some free bonuses that I either don't want, or already have.
"Ay, can I talk to you?"
This is an amateurish, garish sales letter with fonts sized way too big, too much going on in the opening, a massive header that never loads, a headline that doesn't tell me what the @%$^& I'm doing there, and too much use of colors that are WAY too bright!
The letter continues with a desperate spiel about how this is quite likely "the most important letter I'll ever read".
(Uhh ... right.)
"Come HERE."
This one's easy.
"Order TODAY!" "Get it by midnight tonight or you WON'T get it at ALL!" (At least until tomorrow rolls around -- right?)
In other words, "buy my useless crap NOW so I can get right to ignoring your refund request as you discover that my CRAP doesn't work!"
(Can we say "leave the money on the nightstand?" :-/)
"Where you GOIN'???!"
This is yet *another* pop-up window -- on exit, now -- designed to get me to come up off of my money or e-mail address.
Only this one is so the site owner can hound me relentlessly week after week, with thinly-veiled attempts to make me feel foolish or inferior for not buying on the first visit.
It's the last desperate reach for ANY form of "action" or desired result from the site.
:::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::
You've Seen the "Crude" Way. Now ... What's the BEST Way?
:::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::
It's simple: COURT ME.
Most people don't go to a website LOOKING to buy something. In contrast, that becomes the result *if* you rub 'em the right way.
"If."
Most sites shouldn't use hard sales language, (like banter about "hot prices" or "amazing specials"), in their opener.
They're likely scaring prospects away with the very thought.
Unless your prospect is *specifically* coming to buy and you BOTH *
If one factor is to be named on which today’s business world stands it is undoubtedly the data management system of organization. The significance of data captures and interpretation is such that many make and break of most business organizations and big corporate houses depend on efficient data management. Collecting data known, as capturing data at the first place is indispensable for any business house. All type of trading needs data, to manage both the internal and eternal working of the company. Information about details of products dealt by organization, employees working for the growth of company and the marketing opportunities available each aspect need to be studied carefully and analyzed for business promotion, expansion and even day-to-day normal running of business.Data manipulation and interpretation has
"HEY!!!
"Ay, can I talk to you?
"Come HERE.
"WHERE YOU GOIN'???!!"
Umm ... excuse him? I was "GOIN'" faster.
To get away from the fool.
You probably don't realize it, but the mechanics of this barbaric come-on are components YOU experience on direct response sites every day.
The sites that cause their visitors' only "direct response" to be to leave ... WITHOUT buying, or opting in.
Can't see it yet?
Let's break it down:
"HEY!!!"
This is equivalent to an on-entry alert box pop-up telling me to input my name to "personalize my experience."
Or one demanding that I subscribe to some ezine I've never heard of, authored by a marketer I don't know from Adam, and harping on about some free bonuses that I either don't want, or already have.
"Ay, can I talk to you?"
This is an amateurish, garish sales letter with fonts sized way too big, too much going on in the opening, a massive header that never loads, a headline that doesn't tell me what the @%$^& I'm doing there, and too much use of colors that are WAY too bright!
The letter continues with a desperate spiel about how this is quite likely "the most important letter I'll ever read".
(Uhh ... right.)
"Come HERE."
This one's easy.
"Order TODAY!" "Get it by midnight tonight or you WON'T get it at ALL!" (At least until tomorrow rolls around -- right?)
In other words, "buy my useless crap NOW so I can get right to ignoring your refund request as you discover that my CRAP doesn't work!"
(Can we say "leave the money on the nightstand?" :-/)
"Where you GOIN'???!"
This is yet *another* pop-up window -- on exit, now -- designed to get me to come up off of my money or e-mail address.
Only this one is so the site owner can hound me relentlessly week after week, with thinly-veiled attempts to make me feel foolish or inferior for not buying on the first visit.
It's the last desperate reach for ANY form of "action" or desired result from the site.
:::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::
You've Seen the "Crude" Way. Now ... What's the BEST Way?
:::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::
It's simple: COURT ME.
Most people don't go to a website LOOKING to buy something. In contrast, that becomes the result *if* you rub 'em the right way.
"If."
Most sites shouldn't use hard sales language, (like banter about "hot prices" or "amazing specials"), in their opener.
They're likely scaring prospects away with the very thought.
Unless your prospect is *specifically* coming to buy and you BOTH
Small things can make the difference between ad copy that sells and copy that drives prospects away. You’ll be amazed what a simple donation can do to boost your credibility.Here are some proven ways you can improve your ad copy and drive customers to your offer.Show your visitors that they are dealing with a ‘real’ person, not just a vague collection of streaming data. One quick way to do this is by handwriting some of the content on your page. Of course, you’ll want to be neat to make sure they can read it easily.It’s simple to do. Just write a small note on a sheet of white paper, scan it into your computer, and add the image to your site. If you don’t have a scanner, you might be able to photograph it with a digital camera and upload it.The best approach might be to use it at the start of your
"Ay, can I talk to you?"
This is an amateurish, garish sales letter with fonts sized way too big, too much going on in the opening, a massive header that never loads, a headline that doesn't tell me what the @%$^& I'm doing there, and too much use of colors that are WAY too bright!
The letter continues with a desperate spiel about how this is quite likely "the most important letter I'll ever read".
(Uhh ... right.)
"Come HERE."
This one's easy.
"Order TODAY!" "Get it by midnight tonight or you WON'T get it at ALL!" (At least until tomorrow rolls around -- right?)
In other words, "buy my useless crap NOW so I can get right to ignoring your refund request as you discover that my CRAP doesn't work!"
(Can we say "leave the money on the nightstand?" :-/)
"Where you GOIN'???!"
This is yet *another* pop-up window -- on exit, now -- designed to get me to come up off of my money or e-mail address.
Only this one is so the site owner can hound me relentlessly week after week, with thinly-veiled attempts to make me feel foolish or inferior for not buying on the first visit.
It's the last desperate reach for ANY form of "action" or desired result from the site.
:::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::
You've Seen the "Crude" Way. Now ... What's the BEST Way?
:::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::
It's simple: COURT ME.
Most people don't go to a website LOOKING to buy something. In contrast, that becomes the result *if* you rub 'em the right way.
"If."
Most sites shouldn't use hard sales language, (like banter about "hot prices" or "amazing specials"), in their opener.
They're likely scaring prospects away with the very thought.
Unless your prospect is *specifically* coming to buy and you BOTH
Once you have decided that a home based business is your only option to be free from working for a boss, you have put your feet on the road to financial freedom. You will be free to do what you want when you want to and not have to answer to anyone but yourself.You will need to start planning what you want to do and how you are going to set about doing it. Make a precise list of what you will need to start up your business and approximately what it will cost you. You will have to set up a place at home from where you can conduct your business. Employ staff if you will need help with what you are going to do. You can then plan when you will be able to start operating on a permanent basis. Find something that will give you pleasure and hold your interest but at the same time will bring in the profits.If you
In other words, "buy my useless crap NOW so I can get right to ignoring your refund request as you discover that my CRAP doesn't work!"
(Can we say "leave the money on the nightstand?" :-/)
"Where you GOIN'???!"
This is yet *another* pop-up window -- on exit, now -- designed to get me to come up off of my money or e-mail address.
Only this one is so the site owner can hound me relentlessly week after week, with thinly-veiled attempts to make me feel foolish or inferior for not buying on the first visit.
It's the last desperate reach for ANY form of "action" or desired result from the site.
:::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::
You've Seen the "Crude" Way. Now ... What's the BEST Way?
:::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::
It's simple: COURT ME.
Most people don't go to a website LOOKING to buy something. In contrast, that becomes the result *if* you rub 'em the right way.
"If."
Most sites shouldn't use hard sales language, (like banter about "hot prices" or "amazing specials"), in their opener.
They're likely scaring prospects away with the very thought.
Unless your prospect is *specifically* coming to buy and you BOTH
At the very heart of any successful marketing strategy is the determination of what your present and prospective customers need, want, and desire. You have to find out what they want before you try to sell it to them. Never make the mistake of investing a lot of money into a product or service you want to sell before you understand how much demand really exists on the part of the customer.If you want to be successful in business you have to provide a product or service people want. You cannot create demand. All the best marketing will not be able to sell a product or service that no one wants. The advertising graveyard is filled with award-winning campaigns that did not make a dime, because there was no desire, need, or want for the product being sold.You certainly must have a quality product or service, but yo
:::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::
You've Seen the "Crude" Way. Now ... What's the BEST Way?
:::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::
It's simple: COURT ME.
Most people don't go to a website LOOKING to buy something. In contrast, that becomes the result *if* you rub 'em the right way.
"If."
Most sites shouldn't use hard sales language, (like banter about "hot prices" or "amazing specials"), in their opener.
They're likely scaring prospects away with the very thought.
Unless your prospect is *specifically* coming to buy and you BOTH *know* that (i.e., you run an online catalog), they'll be like:
"Hot prices?!
"I didn't come here to buy, I came here to LEARN. What's up with that?!"
...And will leave you AND your "scaldingly temperatured prices" at the altar.
And for goodness sake, tell how the visitor will benefit BEFORE asking anything of them.
You'll get more results that way.
If you were walking down the street and someone shoved a drinking glass in your face, shouting:
"Buy this NOW! Hot sale! Here, here, HERE!! TODAY *ONLY*!!!"
...would you buy it?
Or would you eye them like they'd just sprouted a third ear in the middle of their forehead, and sprint away from "the lunatic" as fast as humanly possible?
Hmmm.
I call calamities like this "The Push 'n' Shove Principle".
Make the buying decision *theirs* -- not *yours*.
Don't beat them over the head with "order TODAYs", or "only an idiot would pass up this offer!!!" insults. (Why would we buy from merchants who imply that we're idiots if we choose NOT to? Way to build a relationship with the reader, Moron!)
Oy.
Instead, let prospects *convince themselves* by presenting such a flawless list of product benefits that they couldn't imagine NOT ordering.
And if your target market responds to it, you may want to tell a short story introducing a "painful" situation -- before introducing YOUR product as the "soothing" solution later in your copy.
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Okay. So What's This Whole "Courting" Thing?
:::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::
*I* even thought that an odd word to use as I was writing this. But I put it on down because, if you think about it, the similarities between:
COURTING vs. one-night stands, and
BUILDING RELATIONSHIPS vs. direct selling
...are overwhelmingly obvious. Most sites spring directly into a sales pitch WITHOUT courting visitors a little.
There's the site that realizes it has to "stroke you" some before expecting to get anything out of you (a sale, an e-mail address, etc.).
Then there's the site that goes for the jugular immediately upon visiting, with those stupid alert pop-up boxes and discussions of price lists before you understand what they have to OFFER -- much less to order.
Take an honest look at YOUR sites now, and ask yourself:
Will my prospects view me as a high class mover and shaker who's truly interested in serving their needs ... FOR THE LONG HAUL?
Or will they view me as a dirty hooligan desperate to be thrown a bone, who'd pimp 'em like it was the 70's and my name was "The Mack"?
Yes, I'm sure "Art of War" t
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