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Direct mail profits can be unlocked.

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There is a proven method for generating leads and converting them into customers.

Details

The course assumes that the student already knows the basics of lists, mailers, promotion codes, and split testing. The most successful components are distilled and analyzed in this review of Direct Mail campaigns managed by Dan Kennedy and Bill Glazer. 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 seen as more essential to survive the cut in spending that so many consumers are making today. There is a shared behavior of sifting through high and low probability prospects. The goal is to help eliminate wasted costs. Several strategies to enhance its value with harvesting key data points are provided, using the lists you may already have or will rent. The recurring theme is that having a great piece of copy is not the silver bullet to get the 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 go far beyond that notion and provide other dimensions that make up a very powerful lesson from the experts in this field.

Features

What will you learn?

• How to match the MESSAGE to the MARKET with examples.
• Avoiding dangerous references that disengage the marketer from their audience.
• Advanced lessons in list segmentation and overlay with several case studies for reinforcement.
• Detailed discussion on offers: “Half-Off vs. Buy One Get one FREE”….Which is better
• Managing offers with lists: exercises and Q&A about city/rural buyers and other vital demographics to understand
• Instructions for designing aprice in certain mailers so you aren’t leaving money on the table.
• How results explode and 1 1 = 4 When segmentation AND versioning are used together.
• For extreme relevance to attendees of this recorded session, The Glazer Kennedy Marketing campaign for this 2009 conference class is used as a case study to review Targeted and precision Direct Mail tactics.
• From off-line to on-line conversion…the strategy and usage of a PURL.
• Who are the 3 easiest prospects to sell using advanced Direct Mail tactics?
• 9 ways to shop and rank the value of possible lists to buy/rent–a systematic guide.
• How to introduce premium pricing into the RIGHT Direct Mail Lists.
• Using the on-site collection method to build list value and maximized your marketing spend.
• The right kind of visual imagery to include, and where it should be in your ads.

Who is it for?

This course is for entrepreneurs and business owners who are on their way to creating a better message, but want to focus more on the details of the market and the media chosen. It benefits those who want to niche market with more defined lists and choose to carefully allocate and track their spending in these areas. If direct mail isn’t working, it must be you that needs the editing, that’s why this course is relevant to the business owner who knows that direct mail has always worked, works now, and will always work. This course is ideal for people looking to and considering advanced list segmentation, and will discuss the secret of overlay to make a good list great. Dan Kennedy used Mark Penn’s Micro-Trends to show examples of hugely successful direct mail businesses then and now, what was done, how it was implemented, and how results and ROI were tracked to prove effectiveness. If you want to use precision tactics with your Direct Mail lists and messaging, you will get great information on how to get 75% or more readers to give you their undivided interest.

What do you get?

• This course includes the 5.5 hour Dan Kennedy / Bill Glazer Course on both:
  • 4-DVDs for those that prefer the video version
  • 3 CDs for those that prefer listening to the event in audio
  • 1 bonus CD with extra material not following strict outline
• 97-page Course Transcription manual
• 38-page workbook and key idea outline & guide–containing all samples shown in class

Duration

The course has over 6 hours of proven content used by all types of business.

Category

Advanced marketing.

There are 13 contents.

• DVD 1
• DVD 2
• DVD 3
• DVD 4
• DVD 5
• CD 1
• CD 2
• CD 3
• CD 4
• CD 5
• CD 6
• BOOK 1
• BOOK 2