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Marketing Lessons of a 96 year old NEW Dad

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http:kevinoefelein.com

Today we’re going to talk about something I see most businesses doing terribly wrong…

Inbound marketing.

But first a quick story:

Let’s say that a business spends their marketing budget trying to generate leads through direct mail, place ads in trade journals, and newspapers. And let’s say the call to action in all of these ads is for the prospect to call in to the business.

You with me so far?

Now let’s say that all of the ads and direct mail pieces had the same phone number on them. And let’s say that number on those ads and direct mail pieces ring through to a receptionist, who then handles the call.

Wrong. Wrong. Wrong.

That business is doing things exactly wrong in at least three ways.

First, the business should be testing which ads and direct mail pieces work best. This way, they can ramp up what works and cut back on— or cut out— what doesn’t.

A good way to do this is by using different numbers or different extensions for each ad. This way you can see exactly how many calls each ad or mail piece is producing.

That said, you should then record every single bit of relevant information from each caller, everytime.

Let’s say the business is currently running two ads, one in a trade journal and one in a newspaper.

And let’s say they are recording how many calls each ad produces and they find the newspaper is pulling in more calls at the same cost as the trade journal, let’s say 100, whereas the trade journal is only generating 50 calls.

Now, if you judge the success of the ads on call-ins alone, you might find that the newspaper is the winner and the trade journal is the loser.

But let’s just say that the newspaper produces a customer with an average lifetime value of $1000, and the trade journal generates a customer with a lifetime value of $10,000.

Still think the newspaper won?

That’s why you measure everything you possibly can for each ad, salesletter, or direct mail piece you put out. And you judge winners and losers on all criteria, especially how it affects your bottom line.

We’ll be talking about the other two mistakes later on in the week. Believe me, you’ll want to follow this, as probably 90%+ of businesses out there handle their inbound marketing incorrectly… leaving a ton of money on the table.

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Marketing Lessons of a 96 year old NEW Dad

  1. 1. Marketing Lessonsfrom a 96 Year Old New Father
  2. 2. Marketing Lessons of a 96 Year Old New Dad Today’s message will be short and sweet, as there’s tons to do and not much time.
  3. 3. Marketing Lessons of a 96 Year Old New Dad That said, while I was reading the news this morning, a shocking headline caught my eye.
  4. 4. Marketing Lessons of a 96 Year Old New Dad It read…
  5. 5. Marketing Lessons of a 96 Year Old New Dad Worlds Oldest New Dad is 96
  6. 6. Marketing Lessons of a 96 Year Old New Dad 96. Thats a nine and a six. That’s not a typo.
  7. 7. Marketing Lessons of a 96 Year Old New Dad Anyway, the first thing that came to mind about that was something I heard Chet Holmes talk about a few years back.
  8. 8. Marketing Lessons of a 96 Year Old New Dad He said that the human race is practically going extinct and that an average 75 year old man has a sperm count five times higher than an average 18 year old.
  9. 9. Marketing Lessons of a 96 Year Old New Dad Why? Nutrition.
  10. 10. Marketing Lessons of a 96 Year Old New Dad Chet talked about how the average serving size of spinach in 1940 had 158mg of iron in it, which decreased to 27 in 1965…
  11. 11. Marketing Lessons of a 96 Year Old New Dad And is now, its less than 2mg of iron today.
  12. 12. Marketing Lessons of a 96 Year Old New Dad So in order to get the same amount of iron today as you would in 1940, you’d have to eat something crazy like 80 cans of spinach.
  13. 13. Marketing Lessons of a 96 Year Old New Dad Anyway, I ate all this stuff up. And it made me think much more about my own nutrition.
  14. 14. Marketing Lessons of a 96 Year Old New Dad And believe me, if he was selling any type of supplements or healthy food, Id be buying it all up.
  15. 15. Marketing Lessons of a 96 Year Old New Dad And that is exactly the point he was demonstrating.
  16. 16. Marketing Lessons of a 96 Year Old New Dad Education sells.
  17. 17. Marketing Lessons of a 96 Year Old New Dad Using ‘wow’ facts and education in your marketing works so much better than just plain “knock-em- over-the-head” sales tactics.
  18. 18. Marketing Lessons of a 96 Year Old New Dad And it works for many reasons.
  19. 19. Marketing Lessons of a 96 Year Old New Dad First off, people really dislike being sold to.
  20. 20. Marketing Lessons of a 96 Year Old New Dad The average person is exposed to something like 30,000 commercial messages a day. And business owners and decision makers, like us, get hit with commercials even more-so.
  21. 21. Marketing Lessons of a 96 Year Old New Dad So when someone comes and says they want to educate us, it knocks the pressure down a ton. Its kind of a nice refreshing change of pace.
  22. 22. Marketing Lessons of a 96 Year Old New Dad It also shows the prospect that they can benefit regardless of whether they do business with the educator…
  23. 23. Marketing Lessons of a 96 Year Old New Dad Especially when it’s an education —and not a product or service— that’s being sold.
  24. 24. Marketing Lessons of a 96 Year Old New Dad And besides, it works because no one really wants to be ignorant.
  25. 25. Marketing Lessons of a 96 Year Old New Dad Deep down we all have a desire to learn and know more, especially if that learning has to do with our businesses, or if it benefits us in some other way.
  26. 26. Marketing Lessons of a 96 Year Old New Dad There’s many more ways educational selling works and we’ll dig deeper into the reasons at a later time.
  27. 27. Marketing Lessons of a 96 Year Old New Dad What’s most important now though, is this:
  28. 28. Marketing Lessons of a 96 Year Old New Dad Educational marketing works!
  29. 29. Marketing Lessons of a 96 Year Old New DadBelieve me, I’m not writing thesemessages every day for my health.
  30. 30. Until Next Time… Until next time, Kevin Oefelein
  31. 31. Get Marketing Made Easy - 3 Months FREEP.S. Get three months of the “MarketingMade Easy” Newsletterabsolutely free. Just go to the link below:
  32. 32. Wait… There’s More! Get Your Free CD & Report 4 Steps to Grow Your Business Exponentially Just go to KevinOffline.com

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