Undoubtedly
the safest way to market your product or service is direct
response marketing. Unlike “image” ads or
branding campaigns — direct response marketing means
that you ask for a response (usually an order) in every
promotion you do. So if your phone isn’t ringing
with orders, you know right away that your ad is a bad one.
Before you spend another penny, you can change it (by testing
a new headline, different price, different publication,
etc.), before you run it again. What this means of
course, is that you don’t spend a fortune on a bad
campaign. You execute first with a small test, weigh
the response, and adjust accordingly. It is the safest
and most cost effective way to market.
It’s also the best way I know to get
rich...
The direct marketing business made me wealthy,
and it can make you very wealthy as well. Virtually
every product or service, virtually every business, needs
marketing. And need it desperately. Yet most
people don’t know how to market. And most of
the professionals they hire to do it for them — like
advertising agencies — don’t know how to market
either.
This is not meant to be a slam on all agency
people. There has been, and continue to be now, some
great ones. David Ogilvy, John Caples, Lester Wunderman,
and Claude Hopkins come to mind. Most agencies, however,
are more interested in creating cute, or clever, or award
winning campaigns, and completely lose track of whether
the product or service gets sold.
When will people ever learn?
I just read yesterday that Dominoes Pizza
has dropped the “Bad Andy” campaign and the agency
that created it. Studies showed that the puppet was very
popular with viewers. There was only one problem.
Actual pizza sales were down.
Taco Bell recently put their Chihuahua in
the kennel, along with the agency that created it.
Priceline canned the Captain Kirk Karaoke for a more benefit
driven campaign. In each of these instances, the commercials
were thought to be original, unique, clever and popular
with the public. But nobody bothered to think about
whether the ultimate goal — selling the product —
would be achieved.
This has been proven time and time again.
Think back to the wildly popular sock puppet for Pets.com
— now in the big litter box in the sky. Or go
way back to the silly rocks and leaves campaign that introduced
Infinity. Or was it Lexus? Or was it...who knows?
And who cares?
Don’t let this happen to you. Make
sure that every marketing piece you create, every action
you take, has the end goal in mind. Locate qualified
prospects, then give them enough information — presenting
the benefits of your product in the most compelling way
— so that they can make the best decision for them.
News Flash!!!
I just took a break and went to lunch.
While eating, I was reading Creativity magazine, which is
published by Advertising Age. They have a column titled
“Guest Review” where advertising agency people
critique current ad campaigns.
This issue, they featured Craig Cimmino who
is the Art Director at the Merley Newman Harty agency in
New York, and Steve Etzine, who is the Creative Director
at Eisner Communications in Baltimore. If you doubt
for a second what I told you about most agency people, listen
to this.
These guys were asked to critique an ad for
EDS that ran on the Super Bowl. It was created by
the Fallon agency in Minneapolis.
Etzine says, “I have no idea what this
spot, featuring stampeding squirrels, is supposed to accomplish,
but I love it. If I got a call from the EDS people,
I’d definitely want to work with them. Anyone
who approves work this audacious has to be smart and interesting.”
He gave the ad 3 stars out of a possible four.
Not to be outdone, Cimmino gave it four out
of four — THEN GOES ON TO SAY, “Out of curiosity,
I asked everyone at the Super Bowl party I attended what
their favorite spot was. Without hesitation everyone
agreed this one was the best. When I asked what company
the ad was for, and what they do, no one had a clue.
Is it good advertising? I don’t know, but it
certainly made my boxers soggy from laughter.”
Cimmino can almost be forgiven, since most
Art Directors don’t concern themselves with selling
the product involved, simply being content to make pretty
layouts. Etzine is the Creative Director for goodness
sake. He’s the guy charged with making sure that
the objective is not lost sight of. Amazing.
Both of these guys — agency professionals
responsible for millions of dollars worth of advertising
— acknowledge that the ad has no chance of selling
anything for the client — but they rate it high because
it’s clever.
It’s attitudes like this that caused
me to create my Direct Marketing ProfitLetter. This
newsletter is totally dedicated to marketing strategies
that can help you immediately sell more of your product
or service. It comes to you each month packed with
nothing but moneymaking methods, strategies and techniques.
Let me clue in on what I’m about and what you can expect
in the ProfitLetter each month.
I don’t teach theories, or give book
reports on textbooks published by college marketing professors
who never make a dollar in their life really marketing a
product. I have no degrees and was expelled in the
9th grade from West Senior High School in Madison, Wisconsin.
So, I’ve never even been exposed to those university
teachings. But, I do know how to make money marketing.
Lots of it. And I’ll teach you exactly how I
do it in the Direct Marketing ProfitLetter.
If you decide to subscribe, here’s what
you’ll get from your subscription to the newsletter:
First, just overall marketing knowledge.
From solid fundamentals to new, breakthrough techniques
that my subscribers and I are using. You’ll be
the first to learn the insider tips: who’s making money
and how they’re doing it. How I’m making
my money and how you can duplicate it.
A topic we’ll look at a lot is how you
generate low-cost and no-cost publicity. I have easily
received at least 20 million dollars worth of free publicity
in my career. In one four month period, I appeared
on a Time Warner cable television show, eight radio shows,
and have had full-page write-ups in SUCCESS, Work At Home
and Network Marketing magazines. During that same
time my book was reviewed, profiled or mentioned in Upline,
Independent Publisher, Profit Now, SUCCESS, Mail Order Marketing
News, The Miami Herald, and The White Mountain Independent
newspapers. (I just made the cover of a magazine in
the UK.)
Frankly, there’s not a business in the
world that can’t benefit with free publicity.
And the funny thing is, there are millions of dollars worth
of free publicity - yours-for-the-taking, every week!
Yet, most entrepreneurs don’t know how
to access this lucrative resource. I’ll show
you exactly how to get your share. (I’ll even
reveal how I got one of my protégées a nationwide
television appearance on the Sally Jessie Raphael Show!)
You’ll learn how to design press kits, write media
releases, and pitch television and radio producers.
I’ll tell you what else we’ll spend
a lot of time on — copywriting. More importantly,
I’ll teach you exactly how to write gut-wrenching,
benefit-driven, customer-centered, drop dead, “killer”
copy that gets your prospect to pick up the phone and buy
NOW!
It’s really not hype, and not exaggeration
when I tell you that copywriting is the single most lucrative
business skill you can ever learn. Really. Yet,
they don’t even teach this in business school.
For that reason, we devote a lot of issues
to ways you can learn to write better copy.
One issue, I’ll analyze some of my most
successful letters and brochures from a copywriting standpoint.
These will include my all-time controls for newsletter subscription,
fund-raising, seminars and distributor recruiting.
We’ll totally dissect them, line by line,
looking at critical components: headlines, internal message,
postscripts, copy platform, the offer, call to action, risk
reversal, and other critical elements that make copy successful.
Then you’re going to put them into practice...
I will be directing you in some exercises
that will teach you to be a better copywriter. You
will actually write copy.
More importantly, you will be actually writing
the copy for a letter or brochure to promote your own business.
The idea is for you to create actual marketing materials
that you can immediately put into use to increase your sales!
As you’re building on the copywriting
skills you develop, I’ll be devoting a lot of space
to crafting compelling sales letters. You’ll
learn how to create “grab ‘em by the throat”
headlines, riveting “internal messages,” post
scripts that reinforce the sales message, and many response
boosters, like “lift letters,” “Johnson boxes”
and reader participation devices. Depending on what
your product or service is, you can make a million dollars
with the right sales letter. You’ll learn exactly
how to craft these kinds of sales letters in the Direct
Marketing ProfitLetter.
I’ll bet you could profit greatly by
another topic you’ll learn in the ProfitLetter: How
to design brochures and flyers.
You know, there must be ten million trees
a year hacked down, giving their lives to provide the paper
for some of the most God-awful, ridiculous brochures I’ve
ever seen. As a matter of fact, I’m writing this
article on the plane ride home from the National Speakers
Association Convention. About 1,800 speakers there.
About 1,775 of them with the dumbest, feature-oriented,
poorly designed brochures you’ve ever seen.
And I’ll guarantee you something else...
By the time I land, my mailbox will be stuffed
with dozens more brochures promoting countless products
and opportunities — that will seem as though they were
designed by a brain-dead moron on crack.
I don’t want you wasting your money on
garbage like that - or losing thousands of dollars in business
because you don’t know some simple techniques of designing
effective brochures and flyers. You’ll learn
how to design effective brochures and flyers - ones that
bring you or your clients business.
I’ll tell you where else you’ll
learn to make more money...
On the Internet. In the ProfitLetter,
you’ll learn how to get on the Net cheaply, how to
drive traffic to your site, and how to actually sell products
or services profitably. We’ll look at the traditional
strategies that won’t work online, and also the ones
that still do. You may be greatly surprised at the
things I’ve discovered marketing online. I’ll
even share how I get $10,000 orders online, without any
follow up phone calls, mailing etc!
Which leads us to another topic you’ll
get in the Direct Marketing ProfitLetter...
How to design catalogs, “magalogs”
and “bookalogs.” This is one of the most
profitable skills you can learn. I’ll share how
my product magalog brought me anywhere from $40,000 to $75,000
a month in residual income every month.
Chances are good that you should be publishing
a catalog, magalog or bookalog in your business. If
you’re a professional speaker or seminar promoter -
you need a catalog or magalog. If you’re
an information or mail order marketer - ditto. If
you run a retail operation — you’ll probably be
amazed at how much extra income you can generate with a
catalog or magalog. The right sales letter can bring
you a million dollars in income. The right catalog
can bring you even more. Even if you just have one
or two products, I’ll show you how you can make more
money with a catalog.
Here’s something else...
Even if you have a business that doesn’t
have products or services that would sell in a catalog -
you may find a magalog or bookalog to be the most wildly
profitable lead generation device you can use. You’ll
learn how to create each of these mediums - and which ones
will make you money in your business.
Since many of the things we’ll talk about
each month involve selling information, you’ll also
get some articles on how to develop and sell information
products. Since I’ve made millions of dollars
publishing books, booklets, Special Reports, Study Guides
audios and videos - you know that you’ll get the real
scoop, not some silly conjecture. Over the months
ahead, I’ll teach you exactly how to author these products;
hire other people to author them for you; and sell them.
Not only will I give you insider tips on publishing and
production that will save you thousands of both dollars
and hours - but I will even give you the names and contact
information of agents, publishers, producers and audio/video
production companies.
Which is something else you should know
about the ProfitLetter...
I’ll always provide you with the names
and phone numbers where appropriate. Two areas come
to mind right away - joint venture partners and investors.
Let’s talk about that...
Lots of my subscribers and clients are always
looking for joint ventures to be a part of. I’m
actually doing more and more joint venture projects myself.
If you have a viable idea or concept - but not the experience
or confidence to go ahead alone - one of my subscribers
or I just might want to jump into it with you.
Or, it could be that you have the know-how,
but not the investment...
If so, it’s highly possible that I, or
one of my players, could pump a big cash infusion into your
venture in exchange for a piece of the pie.
One of my protégées just made
$47,000 in a quick mail campaign. Another has already
tested and rolled out a campaign, and he’s dropping
100,000 letters a month. A speaker I coached has pulled
in an extra $78,000 in the last six months. One of
the attendees of my Boot Camps just sold his business for
a few million dollars. Another made an extra $7 million.
Some of these people are flush with cash burning a hole
in their pockets, looking to invest in a hot deal.
Others may not want to invest, but they have unique talents
or contacts and could be very interested in certain joint
venture partnerships. In either case, the ProfitLetter
will help put you in contact with the people right for you.
You’ll also learn how to sell information
another way. I’ll teach you how to set up and
market your own seminars and conferences.
You’ll discover how to price them, title
them and you’ll learn where to conduct them for maximum
enrollment. As you probably know, I promote between
forty and sixty programs a year - some of them Boot Camps
and Institutes costing up to $10,000 per person. I’ll
how you exactly how to cash in on this lucrative market.
You’ll discover what types of programs sell best, how
to price them, the best places to conduct them, and finally
- how to promote them so there are people in the seats.
I’ll show you yet another market that
can make you an extra two or three thousand dollars a month,
or - if you want to get really serious, like I do - an extra
forty to seventy thousand dollars a month. You can
start this business from home for pennies, and do the business
from your kitchen table or balcony, like I do.
I’m referring, of course, to consulting.
This is a business that you can get into right
now and make big money doing it. Never give anyone
a piece of your mind again - let them pay you for the value
of the information.
I’ll show you exactly how I get million-dollar-plus
consulting contracts, without even having to make proposals!
You’ll learn how to position yourself as the definitive
expert in your field - and have potential clients standing
in line, begging you to take them.
And I’ll go ahead and tell you another
way you do that...
Display ads. Oftentimes, the
ads you run for your books, tapes or seminars will generate
many inquiries for consulting or other services from you.
The positioning value is incalculable. Even better
though, display ads are a profit center unto themselves
- a very lucrative one.
You’ll learn the secrets to designing
profitable ads, and how to test and track them. You’ll
discover how to select the best publications to run them
in. You’ll also find out how to get publisher,
mail order, test rate, in-house agency, and other discounts
that allow you to buy ads for up to 80% off the regular
price. I’ve run a full-page ad running in a national
business magazine that was listed at $50,000.00. The
price they finally quoted me: ten grand! Understand
something: most Madison Avenue ad agencies would be content
to pay full price for that ad. I saved enough on it
to buy a small Mercedes. That’s the difference
having inside information can make for you. A final
thing about ads...
You’ll also learn the secrets to creating
small classified ads that bring HUGE responses. I
could run a clinic on using classifieds to drive traffic
to bookstores and generate catalog requests. Chances
are good that you can use classifieds in some way to boost
your business.
For many of you, that will be using classifieds
as stage one in a two-step campaign. You use classifieds
to identify and bring forward qualified prospects cheaply
- then, send out a more expensive packet to close the sale.
In the Direct Marketing ProfitLetter, you’ll learn
exactly how to do this, as well as the little-known ways
to save buckets of money when you place these ads.
You’ll also learn how to earn cash with...
Host/Beneficiary relationships.
This is where you link up your product or
service with someone else’s already existing market.
(Or get new, profitable products for your existing pipeline.)
I had a client who is doing this in the magazine market.
He has parlayed this into the number one subscription agency
in the world, selling more than 40 million subscriptions.
Host/beneficiary deals are fairly simple to
set up once you understand them. In the ProfitLetter,
you’ll learn exactly what you do to set them up for
your business. Or even better, simply put together
the two sides for a piece of the action! Once you
know how to do this, you can do it over and over again.
Make it your personal money machine!
I’ll tell you another very important
feature you’ll find in every issue of the Direct Marketing
ProfitLetter: the customer lists of big spenders who buy
products like yours.
The secret of making money in any business
is getting your offer in front of the people who want what
you have - have the money to buy it - and have a proven
track record of buying products in the manner that you’re
selling them.
No matter what product or service you sell,
there are probably lists of people who buy it. The
problem is that most of these lists - even their very existence
- are jealously guarded by insiders in the know.
In the ProfitLetter, I’ll reveal some
of these lists each month. I’ll tell you what
products these prospects buy, along with their key spending
patterns and demographics.
And I’ll give you more sizzling hot lists
every issue. I’ll even show you how to access
21,100 lists, at your fingertips, 24 hours a day.
By the way, in one issue, I’ll even show you how to
be a list broker. You can make an outrageous 20% profit
simply by brokering these lists to people who need them.
I could go on, but I think you get the picture.
The Direct Marketing ProfitLetter will be positively gushing
over with cash-generating ideas in every single issue.
Every issue features enough insider tips, marketing advice
and breakthrough strategies to fill a wheelbarrow with cash.
And I’m not being glib; I really mean that.
What’s the price?
The publisher, Prime Concepts Group,
has agreed to provide a special offer for readers of this
Special Report. The regular price for the newsletter
is only $197 per year (12 issues). Order now and you
can get a charter subscription for $97. This newsletter
allows thousands of people who desperately need my marketing
advice - but don’t have the start-up capital for my
$1,500-an-hour consulting or $10,000-a-person Institutes
- a chance to build up some cash flow right away.
I’ll even make you an irresistible offer...
If you order within five business days,
I’ll sweeten the deal with a new subscriber “goodie
pack” worth much more than your subscription price.
Here’s what you’ll get:
First, I’ll tell you how to get a free
subscription to one of the most respected, longest-running
newspapers in direct marketing. This normally costs
$75, but I’ll show you how to get it for nothing.
Second, I’ll give you a coupon good for
another subscription - this one’s ”the Bible”
for catalog/magalog publishers. It’s a “must
read” if you’re planning to do one of these.
This goes for $74 a year; you’ll get it for free.
Next, I’ll give you a source for translating
your materials in foreign markets. What sells well
here, often sells well overseas, as well. I’ll
give you a place that’s been translating copy for more
than 33 years.
I’ll also give you a number to call to
get a free Special Report on how to identify breakthrough
premiums. Over the last two years, this company tested
premium offers versus 360 control packages. The premium
offers have won 278 times! That’s an 87.9 % success
record, so it’s definitely worth your time to test
some premiums. This Report will help you pick the
right ones for your offer.
Here’s what else you’ll get in your
new subscriber welcome packet: a source that guarantees
you a credit card merchant, status account. Frankly,
you can’t be in business today without this.
I’ll give you a place that guarantees to accept you
- even if you’re a new business, speaker, mail-order
merchant, or other impossible-to-get status business.
And no, you don’t need a storefront, photos of your
business, or any of that nonsense. Just call them,
tell them I sent you - and you’re in. Period.
In addition, as a Charter Subscriber, I’m
going to make you a dealer of Randy Gage and waive the $100
set-up fee. As a dealer, you’ll have the rights
to purchase materials from my catalog at wholesale, and
resell them for lucrative profits. I have dealers
who make tens of thousands of dollars a year simply with
this program. It costs you nothing as a Charter Subscriber.
These premiums alone are worth four or five
times the cost of your subscription investment. I’m
doing everything I can to make this offer so ridiculously
lopsided, you’d be crazy not to subscribe.
Why?
I want as many subscribers as possible.
Obviously, it’s financially rewarding for me, but I’ve
got some other reasons as well. The more regular subscribers
I have, the more possibilities I’ll get for joint venture
deals; there will be more people recommending my services,
and a stronger network for deals, investing and host/beneficiary
relationships among my readers. And, of course, the
more charter subscribers we have, the more success stories
we’ll generate. I’m counting on the fact
that a lot of novices will go out and apply the strategies
they’ve discovered in the ProfitLetter, build up their
business, and, eventually, a select few will become members
of my 10K Club.
Of course, like all my resources, the ProfitLetter
comes with a 100% satisfaction guarantee. Try the
subscription at no risk for 60 days. If, for any reason,
you are not absolutely delighted - cancel for a 100% refund
and keep all the free premiums for your trouble. You
and you alone are the judge. If you’re not absolutely
delighted with your subscription, I don’t want your
money. It’s that simple. Really.
So, let’s restate the offer one last
time...
You can receive the Direct Marketing ProfitLetter
for only $97 a year, a savings of half off. Respond
within five business days and receive all the free premiums
mentioned earlier. If you are not happy for any reason,
cancel within 60 days, get a complete refund, and keep all
the free premiums for your trouble.
I promise you a newsletter that’s packed
with nothing but big-dollar sales-generating, cash profit-producing
information. Every issue. If you think you’re
ready for this kind of marketing resource, call the publisher
at
1-800-432-4243 or (316) 942-1111, or order right now! You’ll
be glad you did.
-RG
Order # DPL
Special 1 Year subscription $197 $97 Save
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