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Other Added - Build Steady Streams of Qualified Leads
There is a debate that has surfaced in the skip trace world in the past few years.No, we are not talking about the battle over paper or plastic or even the cola wars. Should you use real skip tracers or just databases? This has crossed the mind of more than one collection manager. There are pros and cons to each side.Let’s take a look at just using databases first. It starts with subscribing to a database which offers name, address, phone number and so on. You input the information you have onto the request screen and request new info
If I'm trying to beat a control, here are the variables I'll look at closely, to see if there's room for improvement:
1. The offer
2. The guarantee(s)
3. The urgency of response
4. The big idea or big promise
5. The overcoming of skepticism i.e. credibility and believ
If you are like most service professionals and small business owners one of your primary concerns is generating as many leads as possible. And that may be your biggest mistake, resulting in wasting time on unqualified prospects and working with too many clients you wish you didn't have to. Bill is a financial advisor looking for clients. Working from his stack of leads he picks up the phone and starts making calls. The first person he gets on the phone has lots of questions and it turns out is just looking for free advice. After a half hour
'Testing' is an ugly topic. Why? Because testing variables in advertising direct mail, phone scripts and sales presentations requires discipline, diligence and patience. You can only test one variable at a time if you want to get it right. This means that if you change a headline, you can't change anything else.
Start with small tests. Use them as launching pads for your product or service.
Test one ad one time. Avoid the costly mistake of repeating your test ad. Save your money! Test your ad by running it one time — and one time only. Using this low-cost method you can test market any product or service for under $500.
Before expanding your schedule, track and measure results. Is your ad profitable? Is it generating sufficient leads? Are these leads turning into orders? Evaluate your test by using the following guidelines.
The fastest way to test is the A-B test or as some call it split testing. This is the fastest way to test and get to a reasonable conclusion. Let's assume you have a letter and you want to leave everything the same but test 3 different headlines, and you have 1,200 similar addresses to mail to. What you would do is send every 1st person the A headline while sending every 2nd person the B headline and every 3rd person the C headline.
You can test again a control. A control is a letter, newspaper ad or Val-Pak coupon that already works well and you're using it on a continuing basis. You have been using it long enough you know what it produces. You have a known to measure against. Now you can start trying to improve that control, ideally one step or variable at a time.
If I'm trying to beat a control, here are the variables I'll look at closely, to see if there's room for improvement:
1. The offer
2. The guarantee(s)
3. The urgency of response
4. The big idea or big promise
5. The overcoming of skepticism i.e. credibility and believ
I did a quick, very unscientific survey of 25 of my friends. I asked them to put the mail that they do not open or read in a specific trash bag. At the end of one week they gave it to me to be weighed. Guess how much the bag weighed? Remember, most mail is a fraction of an ounce. 63.4.....not ounces....lbs! Something is wrong with this picture! That's like 2 1/2 pounds per person per week! Holy Cow! Also this was a March survey, what if it had been done in November?Let's get a grip on this absolute waste of paper, ink, money and time! Ther
Start with small tests. Use them as launching pads for your product or service.
Test one ad one time. Avoid the costly mistake of repeating your test ad. Save your money! Test your ad by running it one time — and one time only. Using this low-cost method you can test market any product or service for under $500.
Before expanding your schedule, track and measure results. Is your ad profitable? Is it generating sufficient leads? Are these leads turning into orders? Evaluate your test by using the following guidelines.
The fastest way to test is the A-B test or as some call it split testing. This is the fastest way to test and get to a reasonable conclusion. Let's assume you have a letter and you want to leave everything the same but test 3 different headlines, and you have 1,200 similar addresses to mail to. What you would do is send every 1st person the A headline while sending every 2nd person the B headline and every 3rd person the C headline.
You can test again a control. A control is a letter, newspaper ad or Val-Pak coupon that already works well and you're using it on a continuing basis. You have been using it long enough you know what it produces. You have a known to measure against. Now you can start trying to improve that control, ideally one step or variable at a time.
If I'm trying to beat a control, here are the variables I'll look at closely, to see if there's room for improvement:
1. The offer
2. The guarantee(s)
3. The urgency of response
4. The big idea or big promise
5. The overcoming of skepticism i.e. credibility and believ
We live in the Age of the Empowered Consumer. Those companies that realize this will rise. Those who fail to grasp this new reality will fall.When I studied marketing in the early 1990s, a professor said that a disgruntled consumer shares a negative buying experience with ten times as many people as a positive one. Today, upset customers can share their anger with the world.Late in the evening of November 2001, two men arrived at a Doubletree Club Hotel in Houston, Texas where they had arranged guaranteed reservations. They were chagr
Before expanding your schedule, track and measure results. Is your ad profitable? Is it generating sufficient leads? Are these leads turning into orders? Evaluate your test by using the following guidelines.
The fastest way to test is the A-B test or as some call it split testing. This is the fastest way to test and get to a reasonable conclusion. Let's assume you have a letter and you want to leave everything the same but test 3 different headlines, and you have 1,200 similar addresses to mail to. What you would do is send every 1st person the A headline while sending every 2nd person the B headline and every 3rd person the C headline.
You can test again a control. A control is a letter, newspaper ad or Val-Pak coupon that already works well and you're using it on a continuing basis. You have been using it long enough you know what it produces. You have a known to measure against. Now you can start trying to improve that control, ideally one step or variable at a time.
If I'm trying to beat a control, here are the variables I'll look at closely, to see if there's room for improvement:
1. The offer
2. The guarantee(s)
3. The urgency of response
4. The big idea or big promise
5. The overcoming of skepticism i.e. credibility and believ
Do you know you can open, answer, close and report help desk information without human intervention?Automation is a powerful feature provided by most enterprise level help desk products; however, most organizations rarely take advantage of these features. Based on a survey conducted by RightStar Systems, only 5% of the help desk managers interviewed were using automation to its fullest capacity. Most use it to some degree while others do not use it at all. Tom Jud, Emerging Growth Manager for BMC Software, has observed “…that the Business R
You can test again a control. A control is a letter, newspaper ad or Val-Pak coupon that already works well and you're using it on a continuing basis. You have been using it long enough you know what it produces. You have a known to measure against. Now you can start trying to improve that control, ideally one step or variable at a time.
If I'm trying to beat a control, here are the variables I'll look at closely, to see if there's room for improvement:
1. The offer
2. The guarantee(s)
3. The urgency of response
4. The big idea or big promise
5. The overcoming of skepticism i.e. credibility and believ
So, you have a business of some sort. It could be selling medical equipment, pencils, pumpkins, your services or whatever, what your selling is really of little importance. What really matters is what your customers think about what you're selling.But before you can even consider caring about what your customers think about what you're selling, you have to give some serious consideration to how you're going to obtain these customers in the first place.I once worked for a chain restaurant (that most of you have probably heard of) in
If I'm trying to beat a control, here are the variables I'll look at closely, to see if there's room for improvement:
1. The offer
2. The guarantee(s)
3. The urgency of response
4. The big idea or big promise
5. The overcoming of skepticism i.e. credibility and believability
6. The style or tone of the writing itself
7. The look of the piece
By the way, little, very testable things DO sometimes make very big differences. A contractor changed the headline on his direct mail letter and went from getting three or new clients a month to 18 to 20.
You must collect accurate data or all your testing will be wasted. You must know where all your business comes from. To do this you need to code every offer, and track it. If you have employees who are lax about this, they can totally screw up your test.
My clients that have the best profits and incomes possess the best information about where their business comes from.
Highly successful HVAC contractors view everything they do...as testing. They do NOT see things in the context of 'success' or 'failure' like ordinary people do, and as a result they do not become 'de-motivated' like most people do.
Instead, they carefully organize the things they do into a series or sequence of experiments, testing options, and focusing on the ones they find that work. And they fully expect to go through any number of experiments that don't pan out before walking away from the lab with a winner. Always, always test your marketing methods small. Then if they work and only if they work, test a little bigger. Keep getting bigger and bigger if it works. I've known many people to lose their shirts by not following this rule. No matter how wonderful you think your idea or plan is, test small. Let the response tell you if it's good or not. One guy I know bought 500 names from a mailing list broker. He mailed the 500 names and got a tremendous response. It was unbelievable. Then he did it. He made a huge mistake. He decided to mail to the rest of the list - which was
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