Monday, April 2, 2007

How Much of a Genius Do You Have To Be

Ever wonder how much of a genius you have to be for your
marketing know how to pay off for you?

Here's a story that reveals the answer.

Today I ran into the lady who runs my local computer
repair shop.

"That banner you told me to put up WORKED! I've gotten 5
jobs from it just this week," referring to the big yellow
banner outside the shop reading "Virus Removal Experts."

Now, actually, the headline I gave her was along the lines
of "Viruses Removed -- Guaranteed!"

Or something like that.

But what she's running is working, so I ain't tellin' her
to change it anytime soon.

Flash back in time to 3 weeks earlier. We were talking
about how she could get more customers.

Cash Like Clockwork System

Drawing on my vast storehouse of marketing wisdom, I
inquired, "What's the #1 best seller you got around here?"

"Virus removal," she snapped back.

"See that blank spot on the sign out front? Will they let
you put anything on that?"

She replied with a skeptical tone, "Well, you'd have to
PAY for that. But they will let me hang a banner up."

Being the marketing genius I am, I replied, "How 'bout you
put somethin' up there on a yellow banner...like your
viruses Removed -- Guaranteed!

"...or perhaps....Viruses Removed in 48 Hours --
Guaranteed.

"Or...Free Virus Analysis."

I spouted off some blatantly obvious stuff like that
anyone with any knowledge of and skill in headlines
whatsoever coulda come up with.

Anyway, she put the yellow banner up with the relatively
lame "virus removal experts." And it paid off in spades.

Cash Like Clockwork System

"Next time you come in, your repair is free," she offered
generously.

Now, you may be thinking that all the money you spend on
ebooks, courses and so forth is a waste if you don't start
a business.

Look at it this way.

You can get a lot of free stuff like computer repair, dry
cleaning or whatever...Just by having the most basic,
simple understanding of marketing.

Anyway, I popped by later and showed her how to run an
editorial style ad dropping into a hotline followed up by
a series of letters ala Dan Kennedy/Jeff Paul model.

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Again, this ain't rocket science stuff.

You shoulda seen her eyes light up.

Then I came up with a back end for her since her profit
margin is horrible.

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And if you've studied headlines a little and know just the
basics of lead generation, you pretty much coulda done the
same.

How much of a genius do you gotta be to come up with a
headline like:

"What will YOU do when your wife, kids and friends see
P-O-R-N popup on YOUR computer? We get if off FAST!
Guaranteed. Or it's free."

See, all this marketing stuff might end up not bein' a
waste for you after all.

Fact is, with a little direct response knowledge, you can
appear to be a genius to a LOT of businesses.

Cash Like Clockwork System

1 comment:

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