This lesson destroys the myth and lies about the value of headlines in your ads, sales letters, brochures, and other marketing documents.
According to marketing master David Ogilvy, your headline accounts for up to 90% of your sales success.
Your list —the people you’re communicating with— is the most important element in your marketing communication.
I believe it accounts for 99.9999999% of your success.
Let’s say you have an excellent headline and your company sells business suits to Big & Tall men. Of what value is it to you to send your sales message to all the subscribers of Petite Miss Magazine?
This would be a complete mismatch of what you’re selling and what they are interested in buying.
If you invest money into a campaign that reaches the wrong people for your message you’re guaranteed to lose money.
This mistake is so heavily violated that it should be The Eleventh Commandment of Marketing: Though Shall Not Mail to Complete Strangers Who Have NOT Identified Themselves As Having A Connection With You Or A Prior Interest In What You Offer!
Where might this be violated?
On the internet.
How often have you surfed Google or Yahoo or some other search engine and ended up on a site that was completely unrelated to what you were searching for?
It happens everyday.
Those unscrupulous marketers believe that as long as they have someone, anyone, showing up to their site they have a chance of making money. So they use search engine cloaking to ‘pad’ their site with false keywords that have nothing to do with the content you see once you click on their site link
That approach might work if you’re selling one of the top items that most of the internet world is already searching for (like travel, sex, credit-related services, mortgage-related services, etc). But padding a site with false keywords unrelated to your content will not work for most of anything else. That’s a wasted effort for both you and your visitor. Don’t do it.
Another area this is violated is direct mail.
I hear it several times a year from people who think direct mail doesn’t work. They claimed to have tried it and failed.
Here’s the deal, what they did was grab a bunch of names out of the phone book or off a reverse directory disk of names and addresses and then sent their offer off. And when things went bad they blamed direct mail as an ineffective marketing method.
Hey! Just because the name and address was a real person doesn’t mean they have an interest in your offer.
A better way to go is to get a list of people who already want what you’re selling.
Where do you find such lists?
The SRDS is one source (srds.com).
SRDS carries several lists broken down by category of what people are interested in buying and interested in reading about. The SRDS is extremely expensive. Buying a copy for yourself is not recommended. Use their website or check your local library to see if the library subscribes to the SRDS. That will save you several hundred dollars.
WARNING: If you don’t know how to sort the crap from the real stats your offer will fail because MOST of the lists pad the subscriber info with fake information.
How? Some list sources give away thousands of free copies each month to make it seem like more people are interested in the subject than there really are. Others outright lie.
That means if you buy one of these inflated lists and base your break even figures on the numbers provided by the list source, your sales message will fail. Not because you did anything wrong, but because the numbers you’re working with are not accurate. It’s not your fault. At this point it doesn’t matter who’s fault it is. You’re still losing money either way.
Don’t get me wrong.
The SRDS is one of the best guides you can ever use for targeting your message to actual buyers of what you’re selling. However, if you don’t know how to sort the crap from the stats you’re going to lose your shirt.
Here’s the only guide I’ve found that helps sort through the inflated stats and get down to the nuts and bolts of how to really use the SRDS for greatest profits. Yes, I bought this too! It’s that good.
Get it and add it to your library. Then you will know how to target your message towards the people who already want what you’re selling.
Have a great day.
PS: If you’re serious about making money with your words then you must add this direct mail copywriting guide to your marketing library. It is that important!
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