Julie Guest Direct Response Copywriter, Marketing Strategist, Best Selling Author

Sales

How to Get More Clients Using a Sales Letter

In this world of fast talking, fast technology and fast disappearing attention spans, you can be forgiven for thinking that sales letters don‘t work anymore. Except that they do.

Brilliantly.

The Wall Street Journal used the same sales letter over and over again, for more than 23 years straight.  Just some written words on a couple sheets of paper raked in over 1 billion dollars.

Imagine that.  Every week you mail out your sales letter, knowing almost as virtual certainty how many thousands of dollars and new clients will be walking through your door this week (or sending you money as the case may be).

That’s what a good sales letter will do for you.

But what about today? You might be surprised to learn that traditional “offline” media is running circles around digital media in terms of results.

According to research by the Direct Marketing Association, pound for pound, dollar for dollar, sales letters and direct mail continue to outperform every single kind of advertising media.

Including digital media.

The fact that your competition is blissfully unaware of the power of the humble sales letter, works brilliantly in your favor. While they’re busy trying to tweet, like, post, pin, and email to grab attention, you can sail past all that annoying noise.

You can talk to them in a way no one else bothers to.

As a trusted friend.

Someone who cares enough about them that they’ve written an actual letter, showing they understand their problems and offering a very real solution.

Youve Got Mail
Youve Got Mail

Here’s another reason why I love sales letters. Sales letters are the ultimate form of leverage.  You can’t be everywhere to deliver your sales pitch.  Neither can your sales team (if you have one).  But your sales letter sure can.  It does all the rapport building and the selling for you.  For less than the price of a cup of coffee your sales letter will deliver your pitch perfectly every time, 365 days a year.

Here are some quick pointers on what makes a great sales letter:

  • Knowing who the letter is going to.  Just as you should never mass email broadcast, so too there is no such thing as a one size fits all sales letter.  You talk to men very differently than women.  You talk to business owners very differently than you do employees.
  • Be very clear about the pain your product or sales letter fixes.  People move a lot quicker away from pain than they do towards pleasure.  Find a pain that your service fixes.  Then don’t be afraid to put your finger in that wound and wiggle it around.  The pain has to be real to get people to take immediate action.
  • Make sure your sales letter is an entertaining read.  If it makes your eyeballs want to dry up – guess what it will do to your prospects?  Like it or not we live in an entertainment age.  The trick is in knowing how to entertain while doing what I call “stealth selling” at the same time.
  • Don’t forget to follow up.  It’s human nature that we sometimes have to get hit over the head with something a few times before we’ll move on it.  If you’re not creating follow up sales letters you are leaving a lot of money on the table.  One of the most effective sales letter campaigns I’ve ever done had a 23 part follow up sequence that used both email and direct mail.  Follow up, follow up, follow up!

How To Do Stealth Selling In Your Sales Letters (No Pushy, Yucky Sales Talk)

Copywriting Tips From The Couch - By Bear the Rottie - Chief Co-Squirrel Hunter and Head Copywriter at The Client Stampede. Dear Bear the Rottie,

I’ve been reading your Copywriting Tips From the Couch each week.  But I’m disappointed.  You haven’t spilled the beans on how you write copy in your sales letters that makes people want to buy, without sounding like a slick talking sales dude.  Throw me a bone!

Bear the Rottie
Bear the Rottie

Signed “Frustrated Ed”

Yo Ed.  I hear ya.  Who wants to read a sales letter that’s filled with pushy sales sounding garbage.  What you’re actually asking me to spill, is how to persuade people to take action, without turning them off along the way. Here are some copywriting tips on “stealth selling” using sales letters that are just for you:

  • First you’ve got to talk to them in their own language.  Forget boring, cold corporate speak.  When they read your sales letter in their head, they have to feel like it’s a buddy who “gets them.”  Not some lunatic who’s trying to shout information at them (ahem, which is where most people go awry with their marketing).
  • Keep it light and fun.  Who says writing  sales letters has to be serious.  If I could spell, I’m pretty sure that would spell boring.
  • With me so far?  OK, good.  Now here’s the kind of tricky part.  Once you’ve got them reading your sales letter, you’ve got to keep em’!  That means it has grab them by the eyeballs from the first word you write to the PS at the end.  If they have a call of nature in the middle then it’s your sales letter they’ll be taking with them to keep reading.  You get the idea.  It’s about creating rapport which is just a fancy word for saying becoming friends.  That’s how your sales letters have to make em' feel.  Like it’s their best buddy writing to them (or best dog as the case may be).

Hope that helps Frustrated Ed.  Bark at ya later! Bear.

Old Navy the Sales Machine

So I'd be willing to bet that if I said the words "Old Navy"... one of the last things you'd probably be thinking of... is a company you'd want to model your own business against. Maybe platform heels, psychedelic t-shirts and over-sized active wear aren't your thing.

Me neither.

But I found myself there over the weekend looking for toddler shoes... and let me tell you – Old Navy has got it going on when it comes to customer experience and instore marketing.

First let's look at their target market.

Busy Moms with kids under the age of 10.

The store has a gum ball machine(!), a light display for kids to dance on, walls filled with brightly colored clothing, wide aisles, and activities galore to keep pint sized tag-alongs happy so Mom can shop.

The shopping carts are oversized and comfortable for kids to sit in.  There are changing "spots" scattered throughout the store –  forget having to trudge back into the bowels of a store to try and ferret out a changing room. Just stand in one of the central change spots, pull the curtain around you and your brood and wa-la.

No more guessing if clothes fit and no more returns.

So simple yet genius. And shows Old Navy has a deep understanding of the needs of their target market.

Now it's time to check out. Hold onto your wallet because there's a long line to stand in that's covered with some of the most well thought out upsells I've ever seen.

Everything from booga wipes and bottles of water, to squishy water bombs, whoopee cushions and granola bars.

Of course all in easy reach of little hands to grab (I had to extricate more than 1 soft toy and set of neon bracelets from the clutches of my eager 1 year old).

So you finally arrive at the counter, probably by now feeling a little worse for wear.

You unpack your cart, hand over the credit card, and count yourself lucky that you managed to escape relatively unscathed having spent maybe $100 on useless junk and clothes that will be lucky to last the season.

Except you're not out of the woods yet. Oh no.

The sales clerk joyfully gives you 2 discount COUPONS to encourage you back within 2 weeks for a hefty 30% savings and a special event where you can bring your pet to "play dress up."

I tell you - these guys are marketing geniuses.

Go take a marketing field trip to an Old Navy store, (leave your kids at home), and see what I mean for yourself.

Better yet, take their great ideas and apply them in your business!

7 Easy Steps To Writing A Darn Good Sales Letter

You've gotta love the power of a great sales letter.  It's THE best leverage of your time and is like having your very own army-sized sales force, pounding the pavements for you, perfectly delivering your marketing message every time for less than a cup of coffee.  They never call in sick, never go on vacation, never ask for a pay raise and they'll work tirelessly around the clock for you 24/7, 365 days of the year. So here are 7 expert secrets to writing an extremely effective sales letter.

Secret #1  Create an attention driven headline that specifically speaks to your target market, arouses curiosity and answers the question in your prospects mind "what's in this for me?".  For example: "Using a Lawyer May Be Dangerous To Your Wealth" "For the Woman Who Looks Older Than She Is" "Former Hairdresser Earns $8000 a Month As A Real Estate Specialist" "How To Double Your Income in 60 Days Or Less"

Secret #2 Open your letter with a personalized salutation (the more PERSONAL you make your letter look and sound, the higher your response rate will be).  If you can't address it to the person directly (eg Dear John, or Dear Mrs McDonald), try using one of these salutations: Dear Friend Dear Neighbor Dear Fellow _______er <i.e. Golfer> Dear Colleague, Dear Reader Dear Frustrated Tax Payer Dear Valued Customer

Secret #3 Use a powerful "letter opener".  The first couple of sentences of your sales letter have to be really compelling to "hook" your prospects and get them to read the rest of the letter.  Consider these: Here’s you chance to... In looking over our records I noticed that you... Will do me a favor? Will you try this experiment? Here’s an amazing opportunity! I’m writing to.. Congratulations! Could you use an extra $500 a week? Frankly,I’m puzzled... I couldn’t wait to write to you.

Secret #4: Talk about Benefits, NOT just features in your sales copy.  Understanding the difference between benefits and features is critical for the success of your sales letter.  A feature is fact driven, a benefit is more of an emotional connection.  This difference is extremely important because people BUY ON EMOTION, THEN JUSTIFY WITH LOGIC!!!  For example a feature is this drill has 27 different drill speeds.  The benefit is that you can get your work done in half the time which means you get to spend more time relaxing on the couch, watching your favorite sport.

Secret #5 Use Subheadings, bold font, itallics, and underlining to create a "double readership path" Everyone reads sales letters differently.  Some people will read every word, others will skim read every paragraph, and still others will just read the headline, the opening paragraph and then maybe the PS at the end of the letter.  That's why you need to make sure the most persuasive and important messages in your sales letter are made to jump out at the reader and create a "double readership path"..

Secret #6 Make sure your sales letter contains an irresistible offer and a deadline to respond by (remember this offer should be bold, it should be different to anything your competition offers, and compelling enough to light your prospects' pants on fire).  Here are some examples of irresistible offers:

  1. FREE with absolutely no strings attached
  2. Free trial converts to monthly billing or payment of product after X days – (Pay nothing now)
  3. Free Shipping
  4. Hold your check
  5. Bonus overload – stacked bonuses
  6. Early bird bonus tied to a specific response date
  7. Silly premium – mousepad, cartoon, t-shirt, coffee mug
  8. Mystery gift
  9. Easy pay options (monthly payments)
  10. The more you buy the more you save – tiered discount based on amount purchased

Secret # 6 Include a bold reverse risk guarantee.  This is a very powerful copywriting technique to make it easier for your prospects to say YES than no.  Here's an example:

"You’re fully protected by our iron-clad money-back guarantee: If you decide that your <name> membership and <publication> aren’t for you, just let us know at any time during your membership period. We’ll send you a prompt 100% refund – every penny you paid. That’s a full refund, not partial or pro-rated. All the issues and the bonuses are yours to keep – even if you cancel. Could any offer be fairer than that?"

Secret #7  Use a powerful close to make your prospects whip out their credit cards

The way you close your sales letter is very important - it will determine whether your prospect puts your sales letter down to "think about it" or is moved to tale immediate action.  Here are some great examples:

"The next move is up to you. I’ve shown you that the <name of your product> is as risk-free as an offer can come. You and I both know that if you’ve read this far in the letter, you’re seriously interested in improving your business and personal income. All that’s left to do now is take action and call the number below to place your order".

"You really can’t afford not to invest in this course! Don’t you think you owe it to yourself to move on this incredible opportunity?  So what are you waiting for? Drop the enclosed card in the mail today."

That's it!  Follow these 7 simple steps and your sales letter will be MILES ahead of anything your competition is using!!!!

 

The 2 Secret Reasons Why We Buy

In this month’s Gold Nugget I want to take you back to a fundamental marketing principal – the two real reasons why any of us buy anything.  Understanding this is like unlocking the key to the vault. Once you understand the real reason why someone is buying your product or service, you can carefully tailor your words – your sales copy, your sales pitches, your in-person appointments – to resonate with your prospect at an even deeper level, quietly speaking to their “secret need.” Here are the only 2 reasons why we buy: 1) We buy a solution to our problem and/or 2) We buy to get transference of feeling.  I think the first reason is obvious, the second reason less so.  How many times have you rushed to buy something because without realizing it, the actual act of making the purchase, rather than the thing itself, is what makes you feel great?  I’m guilty as charged.  For example, one of my private clients www.NourishMD.com specializes in helping moms find safe, natural alternatives to kid’s health problems, they’re also strong advocates of the REAL food movement.  Just searching their website makes me feel like I’m a better mom, and when I reach for my credit card and buy their homeopathic flu remedy or a bottle of probiotics for River, subconsciously I’m already congratulating myself for being a “caring, health-conscious mother for my child.”  It’s not that I don’t want what I’m buying – of course I do – but the instant gratification I secretly want is the transference of feeling.  That feeling is addictive. How many times have you gone out and bought something that made you feel instantly better, instantly happier or self-assured only to quickly forget about it and “rediscover” it weeks or months later, by which time it feels like a bit of an anti-climax?

Ok, so now you’re armed with this “insider” knowledge about your prospects.  What are you going to do with it to help them and to help you?

What to do with your customers who’ve gone MIA

Guess the top 4 reasons customers don’t return to a business (hint: price isn’t one of them). #4 Bad service #3 Bad product #2 They found someone else

And #1 They FORGOT!

That’s right, the number 1 reason people don’t return to your business is because you just weren’t top of mind when it was time for them to purchase again.  Are you shocked that price doesn’t even feature in the top 4 reasons?  Most of us automatically think that if customers don’t return it must have been because we were too expensive, when actually it’s just because we didn’t do a great job with our marketing by reminding them that we’re here.  The great news is that it can be easily fixed!

Here are 2 key questions for you:

In your business how often do you want customers to buy from you again?

When do you consider a customer to be lost?

If you’re a real estate agent, you might want repeat business every 5 years.  If you own a grocery store it might be once every 7 days.  Figure this out and then set up a lost customer sequence to trigger as soon as they don’t return. The most effective is a 3-step sequential direct mail campaign that’s highly personalized. A very distant second is the same via email campaign (but anything is better than nothing).

Here’s the secret to getting them back: unless you specifically invite your lost customers to return to you, most won’t because they’re too embarrassed!  You need to warmly invite them back.  Remember that a customer who’s already done business with you is at least 5 times easier for you to sell to than a new customer.  So make every customer count! Woo the lost sheep back with an irresistible offer and a deadline. Make them feel they’ve been greatly missed and welcome them back to the fold with open arms! If they don’t respond to the first campaign, schedule another in 3 months with a different offer!

Your DIRECT RESPONSE “MUST HAVE” Laundry Checklist For ALL Your Marketing

In the last post I discussed the vital importance of scrapping traditional/brand based advertising for your business.  Instead, I talked about the importance of shifting all your marketing and advertising to direct response marketing. What’s direct response marketing again?

In its simplest form, direct response marketing is advertising that ALWAYS contains a special offer with a deadline.  It’s advertising that has the objective of motivating prospects to take action immediately.  Direct response marketing directly sells a product or service by containing an irresistible offer – it doesn’t just talk about what you sell with no reason to take action now.

Using direct response marketing, you can tell within a day or a week of running an ad exactly how effective it was. You can tweak successful ads to try and make them more successful, and scrap the dud ads that aren’t pulling a response. No more guesswork. This way, every one of your marketing dollars can be ruthlessly tracked and held accountable.

For examples of direct response marketing think of home shopping channels like QVC, or catalog marketers like J Peterman, and Cabela’s.  It doesn’t matter what kind of business you’re in – whether you offer legal services or sell tires for a living – direct response marketing WILL work for your business.  In fact it’s the missing ingredient required for a major marketing break through.

As promised in the last post, here are the essential ingredients you must include in your marketing to ensure it’s a direct response advert, not a brand/traditional advert:

An irresistible offer or offers

  1. A deadline for response
  2. Clear instructions on what they need to do to respond (e.g. To place your order call our customer service department at xxx-xxx-xxxx or fax your order to...etc.)
  3. A bold guarantee that reverses the risk for your prospects
  4. Strong sales copy that talks about benefits, not features (e.g. Feature: This drill has 21 different speeds.  Benefit: You can get your work done in half the time)
  5. Testimonials from customers that overcome your prospect’s main objections
  6. Follow up.  Don’t just mail one piece or send out one letter – use ideally a three-step follow up process

I go into more detail about each of these steps in the Client Stampede Ultimate Home Study Kit and show you exactly how to apply these to your business, including done-for-you templates that you can “swipe and deploy” to use in your own business.

The information contained in this blog post is pure gold!  Many, many fortunes have been made based on applying just these 7 principals! These principals will work for you too!

Print out this blog post and pin it to the wall so you can refer to this information often!

Who You Sell To Is More Important Than What You Sell

When most people decide to start a business, they figure out what they want to sell first, and then once they’ve developed the product, widget or service, they try and figure out who to sell it to. Actually this is backwards.

The best, most surefire way to success is to start with the WHO first, not the WHAT. Otherwise you may have gone to all the trouble of developing and investing in a new product or service which no one actually needs, or wants to buy.

To successfully sell a product you need a starving market. That’s why it always makes sense to identify the starving market first. You need to get to know them, figure out what problems they have that you can solve - and then go develop your product and service to specifically meet that need.

Note also that there is a big difference between a product we all know we need versus one we actually want to buy. It’s a much harder pitch to sell a product that’s needed instead of wanted. Obviously the sweet spot is a product that’s both needed and wanted.

For example, we know that we need to see our dentist at least once a year for a check up and cleaning. You’ll have to work a lot harder in your sales copy to get a prospect to schedule the appointment because it's a service they know they need, but don't necessarily want.

Compare this to an offer for professional teeth whitening that’s sent to a list of 30 and 40 something year olds who are single, smoke and drink coffee.

That’s a much easier sale to make.

In starting with the WHO first and not the WHAT, you'll be saving yourself a LOT of time, money and effort. You won't be investing in a product that you might think is the best thing since sliced bread, but your market doesn't!

The Sloppy Sales Guys In My Neighborhood

Over the last 6 weeks I’ve had 3 separate tradespeople come to my door trying to sell me construction upgrades, lawn fertilizer and a new roof.  Over the summer so far, that’s brought the total amount to probably 10 cold calls. Unlike most people I LOVE standing at the front door and hearing their sales pitch.  I like watching their body language, I eagerly outstretch my hand for their sales collateral, and I listen intently to their “close”.

Unfortunately though I’m always left very disappointed.  Their sales pitches are usually rambling and sound over rehearsed.  I’ve yet to hear one that contains an irresistible offer or a reason to make me want to whip out my check book right then. None have referred to a guarantee, and frankly their sales collateral (if they even have any) is just awful.  And follow up direct mail?  None.

All 3 of these companies are great examples of organizations still trying to use the old economy rules in the new economy.  Sloppy salesmanship was acceptable in the past because back then it was more about being in the right place at the right time.  The heedy spending days of the property boom meant cash was flowing and you only needed to offer a service scarcely adequate to make a good living.

Not any more.

As consumers we hold all the purchasing power again and we know it.  Companies who want to separate us from our hard earned cash MUST woo us, persuade us and give us an incredible offer to make us take action. While the 3 different companies who dispatched sales people to my house had invested in uniforms, name tags and their staff actually taking the time to do cold calling – they choked on the stuff that really matters.  The actual sales presentation, the sales collateral and the direct mail correspondence afterwards.

At bare minimum the sales collateral they left me with should have radiated with benefits and contained a limited time, irresistible offer that also contained a risk free, full satisfaction guarantee.  And if I still failed to call to take them up on that offer, I should have been mailed 2 follow up pieces containing a second offer.  And then I should have been added to their mailing list so that when I am ready to “grow a lawn as rich and thick as nature’s own shag carpet”, I’ll know exactly who to call.

How to use “Power Phrases” to effortlessly sell your prospects without sounding like a used car salesman.

Words are the most powerful weapons we have.  Your ability to write copy that connects, resonates and persuades your prospects to buy from you, will ultimately determine the size of your bank account. As Mark Twain says “The difference between the right word and almost the right word, is the difference between lightning and lightning bug”.

Now of course you can hire a copywriter to write your sales copy for you.  You may decide that’s the fastest path to get where you’re going.  Or you may decide to write it yourself. Either way I strongly urge you to study and learn how to write great copy.  It’s one of the 3 smartest investments you can make in your business.

In the meantime, here is a quick short cut or what I call “power phrases”.

Here are some examples of power phrases – these are ones to enhance your company’s image:

Who you buy from can be just as important as what you buy

We offer the most comprehensive _________ in the industry

We make life easier …

We offer practical, low cost solutions…

We’re familiar with every nuance of …..

Day after day we …..

Our total commitment to ….

We recognize the realities of ….

We don’t play games with …..

Despite what you may have heard ….

What’s our formula for success?

It’s our job to …

We offer the added advantage of ….

Here are some power phrases to justify a high price:

The ____ you receive will be worth many times the price

Treat yourself to a ______

Why pay $ ____ for a _____ when for a few dollars more you could have a ______

Allow yourself a little indulgence

Not as expensive as you think

A practical luxury

The Rolls Royce of _____

The Harvard of _________

Flagrantly expensive and worth every penny, ______ identifies you as ________

Here are some power phrases that convey security and peace of mind:

You’ll never have to take chances with …

Rest easy.

Never again will you have to …..

You won’t lose any more sleep over …..

Protects your valuable ……

Avoid embarrassing mistakes….

Gives you the assurance of …...

Incorporate some of these power phrases into your marketing and see what a difference it makes!

It all started with a Harley

We just got back from a short trip to New Zealand (we survived the Christchurch earthquake as thankfully we were all much further north, but the devastation is just horrendous). So in the true spirit of kiwi optimism, I thought I'd blog about an inspirational story about a small business startup started by two Maori brothers from new Zealand...

In the late 1980’s, there were two Maori brothers called Mike and Doug Tamaki.  They had grown up pretty poor in a small New Zealand city called Rotorua.  Known for it’s thermal springs, boiling hot mud and as the country’s center of Maori arts and culture, Rotorua’s entire industry is 100% based tourism. But during the previous 5 years, Mike had also noticed a major change happening among his people.  The younger Maori generation were leaving Rotorua in droves, and they weren’t proud of being Maori and were doing everything to disavow their own heritage and cultural roots.  So Mike Tamaki came up with a plan of his own.

He wanted to start his own cultural tourist attraction in Rotorua, but nothing like the heavily stereotyped plastic feeling dinner and dance performances offered through the hotel chains.  His dream was far bigger.  Mike wanted to create a legendary Maori experience for visitors to Rotorua – something that would give them a real appreciation for their history, way of life, hospitality and wicked sense of humor.  So Mike drew up his plan but was quickly denied by every bank he approached.  So he started on working on his brother Doug, to convince him to trade in his Harley Davidson motorbike for a 16 seater mini bus. It took a lot of persuading but finally Doug gave in, and the brothers started bringing tourists to their homes.  They’d personally pick them up from their hotels, the train station, the airport, or the bus depot and bring them to their homes. They would cook them a traditional Maori dinner, called a hangi, in the ground; introduce them to all of their extended family; and give them a real experience to go home and tell their friends about. The idea was a huge success.  So the brothers set out recreating it on a larger, grander scale.

They built from scratch a pre-European Maori village 15 minutes south of Rotorua. Many said they shouldn't, couldn't or wouldn't pull it off. The distance from hotels was seen as a deterrent, the forest setting wouldn’t be appealing, the in-ground, real hangi approach (as opposed to the shortcut versions being offered at the time) seemed labor intensive and too difficult.

The Brothers turned all of these negatives into positives. The bus journey to the village outside of Rotorua is now a major highlight; renowned for its warmth and humor. The forest environment is absolutely stunning – you walk through and each “hut” is set up with different scenes depicting their past and present ways of life.  You truly feel like you’ve gone through a window in time. The real hangi dinner has become a highlight of the visit, with travelers telling friends and family of it when they return home.

The Tamaki Maori Village now employs 150 guides, teachers, performers, and professional staff in their Rotorua project and turns over more than $10 million each year. They’ve expanded their operations to 4 other New Zealand locations.

But even greater than their financial success, the Tamaki brothers have reinvigorated an entire race of people’s pride in their own culture, shattered stereotypes, turned obstacles into selling points and achieved what everyone else told them was impossible.

Hope you have a great rest of the week :)

Stop Guessing. Start Tracking...

your marketing that is... :) Remember that the ONLY reason you spend money in your business, is to make more money.

How do you know what's actually working to bring you new customers or bring back old ones, unless you ruthlessly track the marketing results of every dollar you spend.

Sounds hard but it isn't.  Here's how you do it.

For every piece of advertising you put out there - you include an offer that is unique for every ad.  So if you're running a half page display ad in the local newspaper, for example, you include at the bottom an irresistible offer (of course with a deadline imposed) but that contains a unique call to action.  So the simplest would be a unique coupon code redeemable at your business or website, or a specific webpage to visit where they enter their details.  Easy, trackable and you get the added bonus of capturing their contact details to add to your mailing list.

But if your business doesn't fit this model - the dead easiest way to track your advertising is have them call a number to place their order and ask for a person of a fictitious name (eg To order call now and ask for Marlene).  If you have 10 different ads running at the same time, you use 10 different names to find which ads are driving in the most business.  Obviously the person at the other end of the phone in your business is already fully briefed on your tracking strategy so when a call for Marlene comes through, she pretends to be Marlene and keeps a record of the call.

Tracking should apply to every little piece of advertising you put out in the marketplace.  You will be amazed at what the results are.  Often they are the exact opposite of what you'd expect.  Once you find a winning advertisement, keep it as your control piece and make minor tweaks to it (one tweak at a time otherwise you won't know what worked!) to see if you can bump the response rate and beat the control.

Happy tracking!

What Kenneth Cole Can Teach Us About Perseverence

On the weekend I stumbled across this great story about how designer Kenneth Cole began his multi-billion dollar shoe and fashion empire. I felt inspired after reading it so thought I would share it with you.When Kenneth Cole was starting out, he was flat broke but wanted to exhibit at his industry's giant trade show in New York City. They wanted a huge exhibit fee which he simply couldn't pay. So he got the bright idea to just rent a huge motor home and park it right outside the convention hall, and invite attendees in to see his shoes. When he went to get a permit, he was told that nobody got permits to park anything on a major New York street for 3 days. For 99% of business owners, that would have been the end of that great idea. But he thought about it and went back and said "SOMEBODY must get permits. If somebody could, who would?". The answer: only tv and production companies. So he quickly registered a new business - Kenneth Cole Productions, got a sign made for his rented motor home, got a permit, hired guys with film cameras with no film in them, laid down a red carpet and then spent 3 days with his motor home parked exactly where he wanted, grabbing attention with the filming, inviting people in and selling shoes like crazy. This isn't just a great story about not giving up. It's also evidence of a deeper, determined mind set developed by a certain tiny percentage of business people who are determined to "make it" and to do whatever "it" takes...a trait as valuable as it is rare. Have a great week! Julie