Dazzle your clients with Google search hacks

Dazzle Your Clients and Double Your IncomeThis is an excerpt from my just published free report, 12 Astonishingly Simple Ways to Dazzle Your Clients & Double Your Income.

I encourage you to download it now and share it with your friends.

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Before I write a single word for any direct marketing project, I ask a lot of questions. A LOT of questions.

In fact, I use a checklist to gather basic information. And I recommend you do the same.

However, even if you’ve asked lots of questions, there is no substitute for digging deeper and learning about your client’s company, products, customers, and competitors.

Clients can’t be fully objective, so you can often discover facts and ideas that your client can’t see or doesn’t think are important.

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Perform a direct mail autopsy in 6 easy steps

direct mail autopsyDirect mail is a powerful and effective medium. But it’s a cruel world out there. And sometimes, your mail dies a gruesome death.

Maybe you don’t get the response you want. Perhaps the piece doesn’t get delivered correctly. Or fickle fate steps in and, for no apparent reason, murders a mailer you’ve successfully used a dozen times.

It’s enough to make you sick to your stomach. But rather than just shrug and accept it, there are steps you can take to discover the cause of death.

Here’s how to perform a “direct mail autopsy” in 6 simple steps:

1. Analyze the results. You can’t fix a problem until you know what the problem is. So take a stiff drink and sit down with the numbers for a while.

Is the response rate low or non-existent? If it’s a two-step, is the problem on the front end or the back end? How about your return or cancellation rate? What about net profit? Crunch your numbers every which way to see if you can hone in on the problem.

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Is it smart to use direct mail for online sales?

direct mail for online salesI won’t keep you in suspense. The answer is “Yes!” It is indeed smart to use direct mail for online sales.

There was a time not that many years ago when the “World Wide Web” was a mysterious and magical place. Gurus proclaimed that everything would soon change.

Other media, including direct mail and nearly anything in print, would die a rapid death. We were destined to live in a “paperless” world. “Brick and mortar” stores would transform into “virtual” businesses.

Well, like most idealistic visions, this scenario hasn’t played out as expected. The Web has not killed real-world stores. We shuffle more paper than ever before. And direct mail, while certainly affected by the rise of online media, isn’t even close to death. In many ways, it’s stronger and more effective than ever.

People are so annoyed and suspicious of unsolicited email, they now consider direct mail to be a relatively trustworthy medium. And while SEO, social marketing, pay-per-click, and other online strategies are powerful tools, they tend to reach only those actively searching for a product like yours.

This is why smart online entrepreneurs understand that the medium is not the business. The bigger you want your business to be, the more media you must use to expand your reach. And there is no other medium that gives you more reach than good old fashioned direct mail.

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How to use the ingenious “yes/maybe” offer

yes maybe offerA few years ago, Inside Direct Mail ran an article on offers and interviewed me about one of the most clever offers ever devised: the yes/maybe offer.

If you can be a fan of an offer, then I’m a fan of yes/maybe. It’s an offer you often see with subscriptions, but I’ve used it for many different products and services.

What is the yes/maybe offer? Here’s how I describe it in my list of proven offers:

Yes/Maybe – This is another way of making a low-commitment or no-obligation offer. You’re happy to get the “maybe” response, which could be for a free trial, product information, introductory offer, etc. And if you get some “yes” responses, that’s gravy.

In other words, the yes/maybe offer lets you make an offer for those who are ready to say “yes” and for those who might want more information before making a decision. “Yes” might mean a purchase while “maybe” could be an information kit. Or both could lead to more information.

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