Direct Marketing success has more to do with eliminating unlikely buyers than it does with selling more units.
There is a joke amongst copywriters who write direct mail for big time mailers like Rodale, Healthy Directions, Boardroom Reports and Agora’s numerous divisions – “If the promotion bombs blame the list guy.”
It is never the copywriter’s fault.
Arrogant bunch aren’t we?
But the grain of truth in the joke is really important – if you want marketing success, you need a market that is responsive and the easiest way to do that is to choose a market that you know others are already having success with.
The next most important step is to eliminate non buyers. Recently Google released some interesting data about its Adwords accounts – less than half of all Adowrds accounts use negative keywords.
Negative keywords are how you eliminate non buyers on Google. Recently I was looking to buy a pool cue. The search results yielded four or five ads for swimming pool chemicals. Do you reckon the pool chemical sellers should have had ‘cue’ as a negative keyword? Probably – I mean anybody looking for a pool cue is not about to order chlorine from them.
Right?
Let’s say you are getting a 1% response rate with your sales letter. There are two ways you can get to a 2% response rate. You can keep mailing to the same list and double the selling power of your copy which if you are patient enough, I’m sure you can achieve with testing.
However, you can look for a way to cut out the non buyers from your marketing universe too.
In the seminar industry it is known that – (I don’t know why it just is) most of the attendees live in the suburbs especially the ‘outer suburbs.’ The sloppy operators will still market to the unlikely prospects usually at a net loss. While the smart ones cut the non responsive piece of the market out and market to the high probability market.
As a rule of thumb, it is far easier to eliminate non-buyers than it is to get more people to buy.
As simple as it sounds – marketing to the right people is the foundation to marketing success. There is almost no way to compensate for selling to the wrong market, if they aren’t interested in, have a problem you solve, have the means to pay for and the authority to buy from you…
Then it doesn’t matter how good your sales letter, copy or offer is they are not going to buy from you period.
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