She… is… hot-to-trot:
First, I gotta tell you. Tomorrow morning is the start of my 3-day Ad Writing Workshop, and I am freakin’ excited about it! I’ve got a great group of people coming down here to Tampa, and they have no idea what’s in store for them.
Each one of them will be armed for bear by the time they leave. They’ll have a draft of a sales letter that I’ll help them polish up, and a literal step-by-step formula to crank out as many sales letters as they want, for the rest of their lives.
No, I’m not re-pitching the event — the doors on it are closed (look for yourself at http://www.kingofcopy.com/adwriting ) — I’m just genuinely excited and pumped up to deliver the goods, starting tomorrow morning.
Now let’s get busy with today’s deep… thought….
The other day we talked about “recency,” and how it’s often an overlooked quality of buyers when selecting a list. Remember, recency has to do with how recently someone made their last purchase.
The theory is that when people are hot for something, they’re HOT for as much of it as they can get. That’s because people will typically go on buying sprees for things.
So these are good buyers to look for.
There’s another characteristic you need to keep your eyes open for, when selecting a mailing list, and that is, “frequency.”
Frequency refers to how MANY purchases someone’s made.
If someone has purchased a particular item from a company more than once, then they are definitely hot-to-trot. They’re much more likely to buy again, than the average buyer who’s only made one single purchase.
Plus, keep in mind, the first sale is the hardest to make.
As long as you’re making an irresistible offer to these folks, who’ve made multiple purchases, you have a very captive audience listening to you.
In fact, if you’re clever, you can even leverage this “behind the scenes” knowledge, to create a better promotion. For example, you can always say something like this:
“An open letter to every woman who’s purchased a pair of gold earrings in the last 45 days: Boy, have I got a deal for you!”
“Attention: If you are a man between the ages of 45 and 60, and you are into woodworking, then don’t even THINK of doing anything else, before you’ve read this important message!”
See, when people get letters like this, they feel you’re talking directly to them.
And this… is how… you make… money!
Now go sell something, Craig Garber
P.S. This month’s Seductive Selling Newsletter comes with an additional 14-page Bonus Summary, discussing all the books I read in 2008! Find out which ones to dig into, and which ones to avoid like the plague! Test-drive it FREE for 30-days at http://www.kingofcopy.com/ssnl
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