Conversion is your First Key to Success, It is Often the Hardest But Without It of Course We Have No Sales!

First, you have to examine where you are getting your leads. It is no good trying to sell gardening products, if all your prospects are looking for home wares.

The first think I see with nearly all online advertising and lead generation is that it is ether stale, or does not supply the promised targeted market. Internet marketer and I almost choke calling them that have sloppy sales and advertising techniques.

They talk about how to send good copy, but have no idea if it is or not. They send out 500,000 email adds and hope for the best, a few years ago it was quite successful but the same people are being sent marketing material over and over again with no idea of what the consumer is thinking or reacting to the media.
Spam has killed the net, and it has come from these same ‘Guru’s’ who are still promising to make you rich.

We are approaching this problem in two ways, one there is a whole new market about to open up that has not been ‘spammed’ into submission. We plan to get there before the spam starts; We live in hope that some how pay per email is introduced as would clean out the industry over night. This would be a marvellous thing.

Most of my business life I have spent ridiculous amounts on advertising, with these budgets came testing before you are about to approach 20,000 people, you must test several variants of copy, because it is only your opinion you have to go on or if you are lucky you and some friends to test it on. Even now when you receive copy from us, we have tested it on our own business.

We claim to have marketing knowledge that will make you financially free, but even we are not arrogant enough not to test copy. If the biggest and richest corporations in the world do not move on a campaign until it is tested, why should you? Until you have sent that amazing copy out into the real world to suck it to see what comes back, only then will you get a true representation of what the market place thinks of your marketing.

How to get the right people

There are so many mediums to choose from these days and most have swarmed to the internet as a never-ending pool of people to market to and annoy.

Again, we go back a few years, print media the digital age tried to knock the life out of the printed media market. It did take a huge hit several years ago, friends had to change industries or diversify fast. Everyone wanted to be part of the digital revolution. Business cards brochures letterheads with comp slips, no one was ordering any more.

The colour ink jet printer revolutionised desktop publishing. It has steadied now and companies have filled holes with new digital media, and by smaller operators have changed to digital photo printing. Now that looks to take a hit as home printers become more and more higher quality and less and less people are printing out photos, due to bebos and my-spaces the digital world is definitely here to stay.

Where am I going with this rambling, print media, which was once so expensive to produce is now relatively cheap? Ten years ago, I bought a colour laser printer for my business, it cost $45,000. Today I have a colour laser printer in my house, it is higher quality, then the professional colour laser was, it is cheaper to run, and cost under $2000.

It is so much easier to look professional now. I have every brochure for products we sell in PDF format. We have ready-made quality printed glossy material that we plaster everywhere. Shops will take them in a brochure stand because they look professional. It does not matter where I go I take business cards and some brochure with me. Printed media works.

Qualified people equals sales

As I have said before elsewhere, we enjoy a high conversion rate; this is because our leads are qualified. Our best leads come from ‘oh’ surprise surprise they come from old-fashioned newspaper adds. It costs me $175 per week to run 7 ads in 7 papers of 5 lines.

When someone reads an add, and they respond to that add, they have become a customer walking into your shop. You would be aware if you have been reading all my articles, that if a person walks into your store you do not have to sell to them. So many business’s miss this fact every day.

Advertising is to generate leads, marketing is to close sales, read that sentence again understand it make it your gospel. Once a person responds to your advertising, they are looking at what you have to offer. If you have been genuine in your advertising and your product or service lives up to what you say it will, then you are almost home. It is only a matter of showing your client in a manner in which they understand how your tool is going to solve their problem.

You master this and you will be successful in any endeavour your partake upon. Note. I had a computer franchise, we out sold out competition by down selling. When a customer came into our stores, instead of being sold the latest and greatest. Customers were asked what the computer was for, normally it was for little Jonnie, for his schoolwork.

Mum and Dad inevitably did not know much about what they were about to spend thousands of dollars on. Jonnie of course knows exactly what he wants because he/she has games and entertainment in mind.

You have to remember this was a few years ago now and computers were much more expensive. Anyway, Mum and Dad would normally look to child because they seem to know. We would tell them they do not need to spend so much as they have education in mind, and games power is yet more of a distraction. Mum and Dad would appreciate this to no end, the referrals from family and friends was huge.

People do not trust sales people for good reason, they lie, they are uneducated about their product, and they are too young for the position. If you get a representation in any industry these days, as knowing your stuff and educating your employees you will not fail. The time is now to reap the rewards on so many marketing tactics forgotten about.

Global marketing has thrown out the personal touch. People have not changed, just because the powers to be and the hype that surrounds us all, just because it is all there does not mean it is true. What we are told to buy, told to want, told how to live has become very tiresome.

It is not just the Death of Internet Advertising it is the death of un listening companies and ideas.
People have had enough, and eventually they vote with their feet, in this cast they are voting with their mice, and are simply not clicking on anything any more, because everyone is fed up of being lied to ‘spammed’ and told what to do.

It is a bright new world about to open up for us all, you just need to have the forethought to become involved with it, and help change the face of global marketing.
If you put all of the above into practise, you will have more conversions than you know what to do with.

Patrick Ryall
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