Violate The Fundamentals And Fail
By now the Super Bowl is long past, but the mistakes made by the "Iggles" will remain forever. While they only lost by three, the truth is they never had a chance in that game. Why? Because their team is fundamentally flawed.
It's been proven over and over again you can't pass your way to a championship, you have to run the ball. Yet Andy Reid (a former offensive lineman who should know better) stubbornly insists on calling pass play after pass play with an over-hyped quarterback who is not accurate enough to win at a championship level.
The same thing happens to direct marketers, too. Many fall in love with a product, website, sales letter or idea, and stubbornly try to make it work, peeing away thousands of dollars on something that violates the fundamentals.
I see it happen all the time. People think they will get huge responses to cold lists, mail to markets with a short customer life cycle, or think they can build a business without a back end.
They're done before they even get started, but stubbornly don't want to admit it. Soon enough they're ex-direct marketers, just like Andy Reid should be an ex-head coach.
So here's a few of the direct marketing fundamentals to keep in
mind:
The purpose of your business is to BUILD a list of customers you have a relationship with and give you money every time you ask.
The purpose of front end marketing is to acquire the customer, the purpose of back end marketing is to profit.
Design your business to make money with bad economics, i.e. how do you make money with terrible response percentages?
Sell cheaper products on the front end, more expensive ones on the back end.
A small, hyper responsive list of high ticket buyers is much better than a big list of low ticket buyers.
The purpose of copy is to sell, not to inform.
There are others, obviously, but keep these in mind and they will keep you out of trouble.
Let's get to it...
Mr. X.
Group M Marketing
Kimble and Kennedy Publishing
PS Imagine, easily profiting from a tested, proven, done-for-you business that sells one of the hottest products around! For details, go to http://www.www.michaelkimble.com/magic
PPS Do you have marketing questions for Mr. X? Send them to:
marketingquestionsonly[at]michaelkimble.com NOTE: This is a Q and A email address ONLY, NOT a customer service email address. All customer service, or product related questions should be directed to Randy[at]kimble-kennedy.com
It's been proven over and over again you can't pass your way to a championship, you have to run the ball. Yet Andy Reid (a former offensive lineman who should know better) stubbornly insists on calling pass play after pass play with an over-hyped quarterback who is not accurate enough to win at a championship level.
The same thing happens to direct marketers, too. Many fall in love with a product, website, sales letter or idea, and stubbornly try to make it work, peeing away thousands of dollars on something that violates the fundamentals.
I see it happen all the time. People think they will get huge responses to cold lists, mail to markets with a short customer life cycle, or think they can build a business without a back end.
They're done before they even get started, but stubbornly don't want to admit it. Soon enough they're ex-direct marketers, just like Andy Reid should be an ex-head coach.
So here's a few of the direct marketing fundamentals to keep in
mind:
The purpose of your business is to BUILD a list of customers you have a relationship with and give you money every time you ask.
The purpose of front end marketing is to acquire the customer, the purpose of back end marketing is to profit.
Design your business to make money with bad economics, i.e. how do you make money with terrible response percentages?
Sell cheaper products on the front end, more expensive ones on the back end.
A small, hyper responsive list of high ticket buyers is much better than a big list of low ticket buyers.
The purpose of copy is to sell, not to inform.
There are others, obviously, but keep these in mind and they will keep you out of trouble.
Let's get to it...
Mr. X.
Group M Marketing
Kimble and Kennedy Publishing
PS Imagine, easily profiting from a tested, proven, done-for-you business that sells one of the hottest products around! For details, go to http://www.www.michaelkimble.com/magic
PPS Do you have marketing questions for Mr. X? Send them to:
marketingquestionsonly[at]michaelkimble.com NOTE: This is a Q and A email address ONLY, NOT a customer service email address. All customer service, or product related questions should be directed to Randy[at]kimble-kennedy.com
