Copyright 2010 Dennis S. Vogel All rights reserved.
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Joe Polish Interviews Rich Schefren, Clayton Makepeace, Brian Johnson & Paris Lampropoulos
This is the URL for this video.
http://www.strategicprofits.com/general/joe-polish-interviews-rich-schefren-and-clayton-makepeace/
Besides what I labeled as my embellishments below, I expounded in other places. I didn't summarize everything they said, so I recommend you watch or listen to the interview.
Clayton Makepeace:
Read Bob Stone's book "Successful Direct Marketing Methods".
Know how to do A-B splits. Know how to pick the best prospects, according to their demographics, psychographics & sociographics. Know prospects well, so you can talk/write to them, not at them. Know their incomes, needs & desires, plus what they've bought in the past. Know what statistical reliability is.
You can get more information from Clayton's web site - http://www.makepeacetotalpackage.com/
My Embellishment:
Knowing what people bought in the past can help you determine what they don't currently need & what they may want in the future.
Where people live is a major factor in demographics, psychographics & sociographics. Example: If you're trying to sell a seasonal product in Arizona, you may need to consider where prospects used to live.
People, who live in a Northern climate in summer & go to Arizona in winter, might not buy sweaters or jackets in Arizona. They may feel warm when the air temperature is 60 degrees. Plus, they probably have fall & winter clothes already.
An Arizona retirement village populated by Northerners may be a good place to sell air conditioners, but a bad place to offer heaters.
You can persuade people to buy from you more often when they can understand your message. It doesn't mean your sales copy should insult anybody's intelligence. Use the kind of vocabulary prospects use. Example: In Eastern Wisconsin, people drink water from "bubblers". If I'd write copy for a water filter equipped with a drinking fountain, I'd probably confuse some people if I called it a bubbler.
Rich Schefren:
Build a strong, big front door (squeeze page), after that you can have a gauntlet series of strong messages to direct people to what will inform & compel them to take positive action. Using multiple side doors (for different segments) requires more work & requires more time. You can have a great idea & generate traffic to/with each side door, but you'll probably do more work & get less profit than when you use 1 front door.
My Embellishment:
My interpretation of a gauntlet series would be text links or verbal questions to guide prospects to what's important to them. It can be somewhat like Zig Ziglar's example of selling a product at county fairs. When people were ready to buy, the sales reps didn't expect them to wait through the rest of the demonstration with those who were undecided.
Sales reps demonstrated a feature & presented the advantages & benefits. Then they asked those who were ready to get the product to walk to the side of the tent or building.
Sidebar- It was also social proof for those near the back of the crowd because they saw people taking buying actions. Since those buyers understood the product value, it must be worthwhile. So, others are more apt to seriously consider buying it.
End of Sidebar
When people learn about the benefit(s) they want most, don't force them to wait through more sales copy. Let them get those benefits NOW. Those who want more or other benefits can stay for more information.
In a web site, people can click text links to get the information they want, they can also click back to the main page when they want - especially if there's a click back link. Click back links are more important when people click through a series of pages. They may not remember how many times to click the back button. If the browser or web site requires resending information, it'll take longer & people may miss or skip what would've persuade them to buy.
More From Rich:
Area Of Constraint
Do a cause & effect analysis to find root causes for problems (Problems are symptoms & indicators of what's wrong). There's a deeper cause. To solve the overall situation & avoid blocks, obstacles & hazards; ask what are the symptoms & indicators. Identify those & ask why they happen? Then ask why a few more times. At each level ask what & why. What's wrong & why is it happening now? Use those answers for the next level of what & why questions.
Get to the root cause. Too many people attack symptoms they experience instead of what causes the symptoms. It may seem faster, but it's incomplete. Any relief you may think you get from an incorrect or incomplete solution will be short & unsatisfactory.
You'll find a convergence of cause: You should find a link between cluster of causes & conditions. Solve - or at least mitigate - those.
As you do these, you'll be a better entrepreneur because you'll have better, deeper insights & can make better, more effective decisions.
My Embellishment:
There are no guarantees that those will be the best decisions. If those decisions aren't the best, consider them to be tests.
When you test things (just like testing advertising messages), you get some results or a lack of results. It's your feedback.
As you learn to determine causes & effects, you'll decrease or mitigate problems & you should gain insights to help you avoid mistakes.
Paris Lampropoulos:
It takes Paris about 120 hours to write a 10,000 word magalog. (Good copy writing takes some time.)
To be extremely successful; we must master the basics of marketing, be consistent & be able to write great sales copy. A successful marketing message requires a very good headline & promise. Prove the product/service fulfills the promise. Don't make the promise bigger than your proof.
It fits with telling a big truth nobody believes. People don't automatically believe things. They believe what seems true. If a fact seems too big to be true, they won't believe it.
The promise should be at least revealed in the headline & graphics. Even if the full promise doesn't fit in those, make it blatant enough to start AIDA. Prospects can get more details of your promise in the sales copy.
You can use this URL to get an explanation of copy writing, including AIDA. http://www.voy.com/31049/288.html
Brian Johnson:
Be sure all of your decisions & actions are true to your vision. Use the best business basics/fundamentals; don't just try to find a vastly better way. If you add more processes or methods based on multiple advisors, you may have a hodge-podge instead of a system.
My Embellishment:
Be sure each part of your business fits your business plan & model. If something is different than what your business is set up to use, you'll cause more trouble than it's worth. Use the resources, processes & values (RPV) model creatively & appropriately. (You can use this URL to get an explanation of RPV. http://www.voy.com/31049/344.html )
The person (you, an employee or consultant), who designs your methods should know enough about your business & market niche to develop what fits them. When it seems to make sense, test it for effectiveness & efficiency. After it's effective & efficient, put it to work long-term.
It comes back to fundamentals - be clear about you want & work to get it.
Thank you for using my blog. Please let me know if I should clarify anything.
Copyright 2010 Dennis S. Vogel All rights reserved.
When you compete against big businesses with big budgets you need powerful marketing strategies & tactics. You'll find them here-
https://thriving-small-businesses.blogspot.com/
http://www.voy.com/31049/
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