Making Your First Million.pdf - Association of Net Entrepreneurs and ...

Recommendations

Info

Making Your First Million • Get to know your customers Summary • Don't waste advertising dollars on mass advertising. Learn to target customers • Remember the 80/20 rule. Focus on your best customers • Personalize your mail-outs. Remember birthdays. SiteSelling.com 104
Making Your First Million Chapter 19 - How Do I Promote my Business Without Spending More Than I Get? In my computer mail-order business of 20 years I started out mailing simple brochures which I roneoed on the school's duplicator. At the time there was no competition to speak of and so I had an open field and mostly made buckets of money each day. It was easy in those early days. Later on I experimented with a catalog and with full-color brochures and the strangest thing started happening. The return on the dollars spent started diminishing as the competition got smarter. All the old "smash and grab" techniques that had served me so well previously no longer worked. Some brochures cost more than they returned. I had to look at cost-effective marketing which meant I had to think outside of the "Some's Good, More's Better" square and start tracking the results. Adding unique codes to each brochure meant I could see what worked and what didn't. Most direct-mail advertising worked. Most broadcast advertising didn't. I had started out in business selling one-off products. Even when my sales peaked in the late 80's I only had 36 products but one product, the 5.25" floppy disk, represented 55% of my sales. Brochures were fine for this. All I had to do was mail out another sale brochure with a lower price on my top selling product. But the market started changing. Suddenly no one product could be relied on to keep our sales going. Discounting no longer worked. Competitors were selling cheaper than I could buy the product. What my customers wanted was a range of products, so I dramatically expanded our product range and our brochures began to grow in size. So we bit the bullet and employed a full-time graphic designer and it took 9 months of full-time effort to produce our first major catalog. This first 64 page catalog returned $3.60 in profit for every dollar spent, while our next 84 page catalog returned $6 and our third, which was a 100 pager returned $4.50. A catalog is a huge investment of time and money compared to brochures, outbound single-page fax brochures, and newsletters. But catalogs outpull all our other advertising. If you have a wide range of products you want to sell, a 100 page catalog adds credibility that no brochure can produce. Think of sale brochures as artificial fertilizer and a catalog as organic fertilizer. The sale brochure produces a quick flush of sales but effectively depletes the soil whereas the catalog lasts a year and improves the fertility and tilth of our market's "soil". SiteSelling.com 105
Page 1 and 2:
This ebook is a free gift to you fr
Page 3 and 4:
Making Your First Million A special
Page 5 and 6:
Making Your First Million Chapter 1
Page 7 and 8:
Page 9 and 10:
Making Your First Million "Hi Adam.
Page 11 and 12:
Making Your First Million We have a
Page 13 and 14:
Making Your First Million Summary
Page 15 and 16:
Making Your First Million reluctant
Page 17 and 18:
Making Your First Million and have
Page 19 and 20:
Page 21 and 22:
Making Your First Million Okay, you
Page 23 and 24:
Making Your First Million of making
Page 25 and 26:
Making Your First Million What we n
Page 27 and 28:
Page 29 and 30:
Making Your First Million So the th
Page 31 and 32:
Making Your First Million station i
Page 33 and 34:
Page 35 and 36:
Making Your First Million • 37% o
Page 37 and 38:
Page 39 and 40:
Making Your First Million now know
Page 41 and 42:
Making Your First Million Success a
Page 43 and 44:
Making Your First Million delighted
Page 45 and 46:
Making Your First Million story wit
Page 47 and 48:
Page 49 and 50:
Making Your First Million plastic g
Page 51 and 52:
Page 53 and 54: Making Your First Million Park was
Page 55 and 56: Making Your First Million "Good Mor
Page 57 and 58: Making Your First Million "Which su
Page 59 and 60: Making Your First Million L.C. (at
Page 61 and 62: Making Your First Million Summary
Page 63 and 64: Making Your First Million I'm not p
Page 65 and 66: Making Your First Million "What do
Page 67 and 68: Making Your First Million The Inter
Page 69 and 70: Making Your First Million sales ove
Page 73 and 74: Making Your First Million • High
Page 75 and 76: Making Your First Million Chapter 1
Page 77 and 78: Making Your First Million The unspo
Page 81 and 82: Making Your First Million The art o
Page 83 and 84: Making Your First Million Let's loo
Page 87 and 88: Making Your First Million My mailin
Page 91 and 92: Making Your First Million The follo
Page 93 and 94: Making Your First Million better th
Page 97 and 98: Making Your First Million What does
Page 99 and 100: Making Your First Million turned ou
Page 101 and 102: Making Your First Million "How woul
Page 103: Making Your First Million For me, t
Page 107 and 108: Making Your First Million If the ph
Page 109 and 110: Making Your First Million • If yo
Page 111 and 112: Making Your First Million longer, t
Page 113 and 114: Making Your First Million Rod decid
Page 115 and 116: Making Your First Million If you're
Page 119 and 120: Making Your First Million And he to
Page 123 and 124: Making Your First Million "Have a h
Page 125 and 126: Making Your First Million Richard i
Page 129 and 130: Making Your First Million shares, i
Page 131 and 132: Making Your First Million The balan
Page 133 and 134: Making Your First Million It's not
Page 135 and 136: Making Your First Million You can m
Page 139 and 140: Making Your First Million given. To
Page 141 and 142: Making Your First Million around in
Page 143 and 144: Making Your First Million He looked
Page 147 and 148: Making Your First Million me at 3.3
Page 149 and 150: Making Your First Million tucking m
Page 151 and 152: Making Your First Million "Where's
Page 153 and 154: Making Your First Million comfort o
Page 155 and 156:
Making Your First Million conspicuo
Page 157 and 158:
Making Your First Million "Where's
Page 159 and 160:
Making Your First Million his plane
Page 161 and 162:
Making Your First Million little si
Page 163 and 164:
Making Your First Million "I don't
Page 165 and 166:
Making Your First Million but not w
Page 167 and 168:
Making Your First Million shudders
Page 169 and 170:
Making Your First Million This supe
Page 171 and 172:
Making Your First Million Postscrip
Page 173:
Making Your First Million Special B
show all

Making Your First Million.pdf - Association of Net Entrepreneurs and ...

Create successful ePaper yourself

Delete template?

Save as template?