I’ve been busy looking at heaps of promotions people have been writing and asking me to look at.
Last week I talked about one of the big mistakes I see. That’s not identifying the hook properly.
Here’s another one and I see it all the time.
Let me give you an example. I was chatting to somebody before Christmas and he had a product to do with the building industry. It was a hell of a product too. But here’s the thing. Because he’s working with an internet expert who’s coaching him what do you think he wanted to do with this product? Yep. Put it online.
OK OK I know. The internet is the way to go. Free traffic, zero cost delivery, all that jazz. But I reckon I can top that.
Here’s what I told him to do…
Grab a list of builders and architects from a list broker. Then write a letter to them offering the product and put it in the mail. Attach a grabber to it to get attention. Then send a couple more follow ups and even a phone call. Its a high dollar product so its worth it.
You see, its so hard to get his buyers to notice him online. And if his product converts well he can get to ALL of them really quickly. But online he can get a stronger message out there. Its far easier to ignore an email than a personally addressed envelope with something inside it.
Look. If you can get their address then take your campaign OFFLINE. You’ll get a much higher response and make heaps more money. And if your market isn’t huge then do everything you can to get to them.
But most of all, don’t obsess with doing everything online. There’s heaps more money to make with an offline campaign. Real letters, real books, real CDs and DVDs are seen as much more valuable, so you wont just get a higher response, you’ll get a higher price too.
To get more advanced, if you’ve got an online campaign then ask for their address. At least come up with some reason for getting their address if they’re buyers by sending them a bonus report or a CD/DVD or something like this. Then once you’ve got their address you can send them other promotions that’ll get mega-response.
So whenever you can, take your campaign offline. That’s where the REAL money is.
Next week I’m going to give you some advanced tips on testimonials. Sure you can whack them all in a box in your sales letter, but I’m going to show you where to use them correctly to get as much out of them as you can.
All the best,
Hugh Thyer
www.salescomefirst.com
<Are you looking for a copywriter for your next project? Contact Hugh at www.salescomefirst.com to discuss your needs>
