Unlocking the Secrets to Direct Mail Profits by Dan Kennedy
Advanced Marketing: Learn the time tested, proven method for generating leads and converting those leads into customers creating huge income
This course is designed to extend the basic principles of direct marketing and assumes the student has already learned the basics of lists, mailers, promotion codes, and split testing. In this review of Direct Mail campaigns managed by Dan Kennedy and Bill Glazer over many years, the most successful components are distilled and analyzed–and proves that 90% of marketers don’t take the critical extra steps to move their ads from good to GREAT. Framed around the recession that started in late 2008, there are strategies shared to help teach how to maximize the dollars spent by small business owners looking to re-position their offerings. You will get tactics to earn the status of top of mind so your business is viewed as ‘more essential’ to help survive the cut (in spending) that so many consumers are making today. Another key behavior of sifting through high and low probability prospects is shared. This aims to help eliminate wasted costs. Finally, using the lists you may already have or will rent, several strategies to enhance its value with harvesting key data points are provided. This helps re-enforce a recurring theme: that simply having a great piece of copy is NOT the silver bullet to obtain highest results. This course takes the student beyond looking at response % as a measure, and aims at an ROI formula to truly understand the benefits of your targeted efforts. Direct Mail profits digs far beyond that notion and goes even further–providing other dimensions that, when added together make up a very powerful lesson from the experts in this field.