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Expect To Get 100% Response From Direct Mail And Direct Mail Advertising

So you have a product to sell and you think that direct mail or direct mail advertising are good ways of getting customers

. Well it all depends on your starting point.

If you believed that it was only possible to get 20% of the people who read all your letter to buy then" you will most likely only aim for 20%. The words you use will sound like it is aimed at an "audience" instead of being personal and so you will most likely get 4% to buy at the most.

There are folk who thing that 4% is a good response and would be very happy with that. But some copy writers get 13% responses to a cold list advertising for a $97 product. There are cases of 25% response to a cold list for a $67 widget. In reality a 4% response is a complete flop. There are two universal laws worth bearing in mind in relation to this matter.

1.The Law of Belief Whatever you sincerely believe is true for you.


2. The Law of Expectation You never get what you want (except by accident); you only ever get what you expect.

So your belief of what is good and what is a flop decides what sort of response you will get.

Say, for instance, that you believed that it was only possible to get 2% of the people who read your entire letter to buy then you will most likely only get around 0.6%. But if you believed that it was possible to get 100% of the people who read your entire letter to buy (it is possible in theory) then the words you use will be personally written to each and every person and so you are likely to get around 20% (to a good list mind)

See what I mean? That your beliefs of what is possible affects what you go for which affects what you get? If you didn"t go for 100% and you, say, believed and expected that it was only possible to get 2% then this belief would come across in your letter and your sales would be pitiful.

My main point here is that, no matter what you"re told, for every single stage in every single marketing system, you should aim for 100% for each stage.

You may not actually get 100% but you always aim for 100%.

So... how do you do that?

Firstly, you need to know all the facts about every stage and what is likely to be the outcome. If you think (or know based on past experience) that the outcome is that a low percentage will go to the next stage, then think of other new ways which you think are more likely to get 100% through to the next stage.

If you haven"t got past experience what can you do?

Learn from other people by reading books, undertaking courses or consulting a mentor. Then you need to put in some thought of your own.

Use positive internal questions to aim for 100% for each stage of every marketing system you undertake.

For instance, if you ask yourself "How do I get 100% of my letters delivered?" you might come up with a list of things that will help. Like using first class stamps and high quality print for the name and address. What"s likely to happen at this stage is that 99% of the letters get delivered so it does not require a brain surgeon to work this one out. But it can make a little difference.

If you ask yourself the question "How do I get 100% of the people who get my letter, to open it?" you might come up with not putting "salesey" teaser on the envelope or putting a handwritten name and address on it or a handwritten "urgent!" on it.

Again most of your letters will get opened because people are naturally curious. So aiming for 100% for this stage is not cheese making. Just being different to every other letter is not difficult.

.

The other two important questions you should ask yourself concerning our example of a direct marketing strategy are "How do I get 100% of the people who open my letter, to read the first half of it?" "How do I get 100% of the people who read the top half of my letter to read all of it and act on it the way I would prefer them to?"

The answers will enable you to build a unique direct mail system that will get you a hefty response.

You won"t actually get 100%, that"s not what I"m saying. I"m saying you should expect 100% for every stage so that in your mind there is minimal doubt.

List them. Implement them. Have certainty.

Now, this same "philosophy" can be applied to anything. Key points are:

1. Aim for the maximum possible result. This is not what other people say is the maximum but THE maximum (I.e. 100%).

2. Rephrase this maximum result into a question. e.g. How do I get"?

3. Write this question down on a sheet of A4 paper (This alone is very powerful!)

4. Keep asking yourself the question over and over and focus on it completely for a good 30 minutes.


5. Write down any answers you think of (no matter how stupid you think it might be) underneath the original question. Then put your ideas aside and then indicate to your sub-conscious mind that you would like other new ideas in 24 hours time.

6. Take your list of ideas and implement them day by day. .

You will be astonished how good your direct mail ideas will be and how soon you will be on the road to riches..

by: Vic Botterill
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