Archive for June, 2009

Avoid shouting. Large type… all uppercase characters… a multitude of bright colors… and flashing graphics are often perceived as excessive or forceful communication. Use the power of key words to deliver your important message. Communicate personally, one,on,one, even though your sales letter may reach millions. If you were trying to influence a friend, you wouldn't shout at them. Tone down the graphics and let your words work their magic.

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Design your piece to sell. An attractive appearance is secondary to providing a basic layout that facilitates and expedites sales. Design your piece to make it easier for the reader to grasp your message, realize the major benefits, and to understand the offer and guarantee , quickly and easily. Make it easy for prospects to continue through to the order form without any obstruction or distraction.

Nudge the undecided prospect with a ;lift; letter. These are short, powerful notes that take a different perspective and strive to persuade those still sitting on the fence to take action. This is another effective way to use a pop,up window to take one final opportunity to win a favorable response. This extra push works best when the words are spoken by another person – preferable a happy customer or someone of high standing , in the prospect's eyes. The purpose here is to get them to reconsider and to reassure them that they have nothing to worry about.

Consider using pop,up windows as a last,minute attempt to capture a lukewarm prospect. Offer a free report or subscription to your ezine, thereby gaining permission to add their name and email address to your prospects list. Another way to use pop,ups is to repeat your offer or emphasize an exceptional guarantee. It can be an effective method to convince a prospect to stick around when they were on their way out the door. Be careful not to overdo it – one pop,up window is enough. Many people who find pop,ups annoying are usually willing to accept one. Any more than that can be problematic.

Give non,buyers an opportunity to stay connected. If they're interested enough in your products and ideas to request future contact from you, they still hold value as potential customers. Provide additional options secondarily, as a means of keeping in touch. These might include catalogue offers, contests, and newsletter subscriptions, even an ;add me to your mailing list; option. You could also offer an invitation to return to your website periodically for new updated material.

Monitor your list to determine the specific value of each customer. 3 factors come into play here: 1) Recency of purchase… 2) Frequency of buying… and 3) Average dollar value of each purchase. Use this information to not only anticipate purchasing behavior in the future, but to guide your marketing efforts for maximum returns.

Tap into you greatest asset – your customer list – repeatedly to maximize revenue and profits. A satisfied customer is money in the bank to you, as long as you treat them right by continually offering great products and superb service. Protect your customer list. Treat it as the precious resource it is. Keep it active and up to date through periodic use. Keep customers informed. Let them know in advance about special sales and give them the opportunity to take advantage of your discounts before the general public. Acknowledge every purchase. Employ a loyalty or frequent buyer program. Periodically survey customers to gather feedback then use this information to constantly deliver exactly what your customers want. Think from your customer's perspective and offer ways for them to continually benefit from your business.

Observe the 80/20 Rule: 80> of your repeat business will likely come from 20> of your customers. In order to maximize your profit, you need to know the customers who fit into the 20> group, and those who make up the rest. Direct your follow,up sales effort first and foremost towards the most profitable segment of your in,house list.

Continually add products to your line,up. Obvious products to add are natural extensions of your most previously released product. The whole idea of a successful, automated business is to continually sell to your customers over time.