Direct Marketing Mastery: Direct Response Lessons From The Coach Who Never Punts! (Yes Really)

In the middle of the Christmas break and the harsh Australian summer, there is a seldom watched event in these parts that I find totally fascinating.College Football Bowl Season.Maybe I should have grown up on the American continent considering my love of some American sports – the again, Australia is a great place to live.Early in bowl week I was watching a fairly minor bowl game, and I found myself down a wormhole trying to understand various football offences.I’d drifted around and I found myself reading about Kevin Kelley head coach of the Pulaski Academy in Little Rock, Arkansas who NEVER punts because it is statistically disadvantageous, he almost always onside kicks. There is a video on the YouTube about him where he talks about his philosophy.After watching the video I had to admire the guy. Didn’t care what anyone else thought, the conventional wisdom says he is dead wrong. Yet he knows he has statistical advantage on his side -so he acts in accordance with it.And the guy just wins with it.To me, this is an outflow of the same core problem as understanding your direct marketing metrics and statistics.Strangely, there are sports stats fanatics who are rejoicing because this guy is implementing what they’ve worked out.Moneyball comes to football.Marketers are not fond of sharing their numbers and even more marketers are fond of not knowing their numbers, so in marketing (especially for small business) there is probably never going to be a parallel group of statisticians telling us what we *should* do.We need to be able to work out how to do it ourselves.Have you ever known you should do something and not do it because someone told you not to?Your job as a marketer is to stack the odds and payoff of success in your favour as much as possible. Marketing is about taking calculated risks in order to grow your business.When someone says ‘know your numbers,’ that is only the first step. Those numbers need to create a picture for you. And then you need to be able to understand how you should act in light of those numbers – is a $200 cost of sale too high? Is it acceptable or is it highway robbery?Can you improve conversion so that cost of sale comes down? Can you change your business so the $200 cost of sale is acceptable?However, many times when we seek advice we often get told not to do things because of the beliefs of the person we explained it to.Understanding your numbers and then having the conviction to act based on the information they provide is certainly going to be a breakthrough in almost every business.

How to Reel in the Dough in Internet Marketing

There Are many reasons why individuals today choose to use internet marketing as the method to make a living online from the comfort of their homes. The main reason however is the many different methods that one can use to “reel in the dough” in internet marketing, in other words the variety of ways there are to make money online. Are you one of those interested in finding out what some of the top methods for reeling in the dough in internet marketing are? If so you will find the following techniques of value.Affiliate MarketingOne of the first and by far most popular methods of making money in internet marketing is affiliate marketing. What makes this method so popular is you really don’t need to have any specialized business skills, knowledge, or product to get started making money.Basically, it is you getting paid a commission (usually a percentage of the product cost) for promoting and selling other peoples products online. In most cases you won’t need any money to get started because all of the needed promotional tools as well as the product is supplied to you by the product creator or owner. What you will need to bring to the table is determination, the willingness to work, in some cases a little patience, and the ability to learn this method and how it works. A website is a great asset to have although not necessary to start.Network MarketingNetwork marketing is another choice of many for making money on the internet, you may have heard it called by other names such as Multi-level marketing (MLM), (also called network marketing, direct selling, referral marketing, and pyramid selling) it is a phrase which identifies any marketing system utilized by a number of businesses as a part of their general promotional technique. This system is developed in order to produce a internet marketing as well as product sales force through paying promoters of company products and services not always solely for sales and profits they individually bring in, but additionally for the sales and profits of additional promoters that they bring in to the business, developing a network of marketers and a structure of a number of levels of payment in the style of a pyramid. The products and company are usually marketed directly to consumers and potential business partners by means of relationship referrals and word of mouth marketing.Because network marketing can now be one over the internet it has done some changing in the last decade or so. You can now use this method of internet marketing to make a good living by selling products or services as well as bring in new promoters or distributors with out even leaving the comfort of your home.It is now possible for anyone who has the inclination to develop a global internet business relatively quickly as a network marketer. If you have a flare for getting along well with people or making friends online this could be just the internet business for you.Email MarketingEmail marketing is another way for you to reel in the dough on the internet. For this method to work successfully for you will have to develop a list of prospective buyers for your product or service. This is done by using a variety of ways from starting and building your own list to buying already made list or leads from companies that sell them for a fee.One of the most important aspects of running successful email campaigns is to be sure to build a good relationship with the individuals in your list. It can take some time to cultivate a list of prospective customers that are interested in your product or services. Once you have your list you will be able to make very good money. Imagine making at least $1 per month per customer from a list of 30-50,000 or more of your own subscribers, pretty impressive income wouldn’t you say.Niche MarketingA internet marketing technique that is relatively recent compared to the many other income generating methods on the internet is Niche marketing. This method works very well because you only promote or sell your product or service to a smaller more specific group of a larger market. This works very effectively because of the more competitive nature of the larger markets online these days. If you are looking for a excellent method to make a good income consider niche affiliate marketing.BloggingBlogging can prove to be one of the most enjoyable ways to make money on the internet. By designing your blog around a subject that interest you or that you may have expertise you are able to connect to others online with that same interest or passion.The way you get your blog to make a income for you is to add Google AdSense ads or your other affiliate products or services that your blog readers will have a definite interest. Once your blog begins to grow and pick up more readers you may even think of selling ad space on your blog site as an income option.There are of course more ways to make money online. Above I have just touched on a few of them. The thing is to find one or even more that work for you, then you will be set up to “reel in the dough” in internet marketing.

What is Your Marketing IQ?

What is your marketing IQ? Are you in need of a little help or are you marketing brilliantly? Take the following quick and easy (not to mention enlightening) quiz and find out!

1. What is the best competitive advantage that any business can promote?

a. quality

b. service

c. price

d. None of the above; they are all poor choices

2. What is the most important factor when identifying your market niche?

a. Who you are

b. Demographic data

c. Psycographic data

d. Past economic trends within the targeted niche

3. What are two of the six categories of totally integrated marketing?

a. Advertising and Direct Mail

b. Networking and Personal Marketing

c. Business Communications and Pricing

d. Customer Development and Promotions

4. Of the six marketing categories, how many should you be working at any one time?

a. one

b. two

c. four

d. six

5. How important is the “creative element” in advertising?

a. Most important – its what gets noticed!
b. Less than 10% of the impact of an ad is in its creativity

c. There are no studies done; we don’t know the answer so we have to guess

d. Of medium importance; about 50% of the impact of an ad is in its creative factor

. When implementing a direct mail campaign, what is most important?

a. Who you send it to (e.g., the list)

b. How many times you send it

c. The offer you make in your direct mail piece

d. None of the above – they are all equally important!

7. What is the most effective way to start a 1 or 2 person business?

a. advertising

b. networking

c. part-time

d. none of the above

8. What is history’s most effective direct mail piece and why?

a. Publisher’s Clearing House; it has a highly valuable give-away prize

b. Wall Street Journal; it talks about the two brothers who started the paper

c. Unknown; it cannot be measured because you can’t directly track advertising results

d. Time-Life Books direct mail campaign; it has both consistent reach and frequency

9. What two things make a good headline?

a. Large, offset letters and a powerful statement

b. White letters in a black box and a question

c. A powerful statement and a “yes” question

d. There are no guidelines, that’s why its difficult to craft a good headline

10. What is the primary purpose of marketing?

a. “Getting your company name out there”

b. Generating leads

c. Generating profits

d. Generating sales

Score one point for each correct answer.

1.d;87% of all businesses promote quality, service, or price as their competitive advantage. Because they do, it is ineffective and you must select another aspect of your business to function as your competitive advantage.

2.a;in almost all cases “who you are” is the most important aspect of determining your market niche; for instance, if you are a CPA and your passionate hobby is riding motorcycles, you would be well advised to target businesses in the motorcycle industry (as opposed to doctors, daycare centers, or other options). Why? Because within the motorcycle industry, you have the asset of “instant rapport”; you “walk their walk, you can talk their talk”. (Of course you needn’t turn away other business; your marketing dollars are simply spent within your natural market niche).

3.d;customer Development and Promotions are two of the six totally integrated Brilliant Marketing categories.

4.d; six – if you had six horses and you wanted to get from Denver to San Diego, you wouldn’t put five horses in the back of the wagon, run one to death, and then put him away and run the next one to death; you’d put all six out in front, to synergistically get you where you are going (efficiently and expediently).

5.b; less than 10% of the impact of any ad is in its creativity (it may get noticed, but if it’s difficult to read, or if it doesn’t focus on the sell, then it doesn’t do you any good!)

6.a; although d would’ve made a good answer (they are all important), a is technically the correct answer. The list (who you send it to) accounts for up to 60% of the success of a direct mail campaign.

7.b;networking (and it makes perfect sense when you know that 87% of all business is based on repeat or referred transactions).

8.b;the Wall Street Journal created the most successful direct mail piece; it’s success is based on the element of rapport which it establishes when discussing the “two brothers”.

9.c;a strong headline is either a powerful statement (STOP THE PAIN) or a “yes” question (important for psychological buy-in).

10.c;never ever forget, marketing has one purpose… to
generate profits!


10 Congratulations! You are Brilliant!

8-9 Excellent! You understand marketing exceptionally well.

5-7 Good; but you will most certainly benefit from additional marketing knowledge; more than likely, you have fallen prey to common marketing myths. Learning the truth will make a huge difference in your marketing results.