Posts tagged "Marketing MLM Training"

Lesson5: The Big Back-end

First things first. Let's set the record straight. I'm not talking about a
burgeoning, under exercised derriere. I'm talking about the "semolians" you can make by offering other products, other services, to your in-house customer list. And you can practice this methodology either from the very beginning of your strategy, from the first sale to your customer; or continue to develop, invent, and conjure up other products and services to offer your in-house list. First the presumptive premise. You spent a lot of money in finding the customer the first time. You spent even more money convincing them to purchase your product or your service. And then you spent a significant portion of the gross sum you received in the delivery of your product or service, and you were left with some profit.

Hopefully. Now listen. It's OK in some marketing schemes if you do not make a profit on the first sale because if, and this is a big if, your customer was totally satisfied with what they purchased from you; that you delivered it in the condition, and up to the standards that they expected, and then some; then, my friend, you have just enrolled a customer in your data base that is far more likely to purchase from you again, and again, and again, than other individuals.
Every active marketer knows the single biggest expense in the sale process is the first sale. Afterwards, well let me succinctly state it this way, thar's gold in them that lists.

I don't know why it's taken me so long to get around to offering you this information. I suppose it's because I've been doing it, practicing this methodology so long that's it's become second nature, habitual, a daily routine for me, and I just haven't given it much thought until now. Frequently when I travel, in fact inevitably, I'll meet someone who comments that they have received mail from me, and many such encounters result in discussions where I am informed that they continue to receive mail from me.

Hum, what's going on here?
Listen. Here's my motto. If I think someone is going to buy something from me, whatever my most recent passion for selling happens to be, I'm going to write that person twice, sometimes three times. And if they flinch, if they respond in any way, I'm going to write them again. And if they buy, we're going to be pen pals for life.

Any time we wish to market a new program, a new product, a new service, we always offer it first to our house list. And we do this for two reasons.
1. If our house list doesn't buy it, it will be a dismal failure in the open
marketplace.

2. When our house list does buy, it is always at a profit point far above, usually two and sometimes three times, what we make in the open marketplace. Hence, our house list typically finances subsequent marketing campaigns. In other words, it's a fast way to raise cash and test your new venture at the same time. It never ceases to amaze me the number of people I bump into who have enormous in-house lists of satisfied customers and they have never gone back to that customer list, giving them the second opportunity or the second chance to buy the same product, perhaps at a slightly discounted price. Or gone back and offered a similar program, or product, or service to the house list. Or, and this one's a bit more creative but certainly feasible and always profitable, endorsed another marketer's product, service, or campaign and simply rented their house list to a company whose product sells well to the demographics of the house list.

Now before you pummel me with stones on the above remark, ie: "endorsing and renting", know this. Every business can turn their house list into extra cash by putting it into the open rental market. There's no magic, no mystery, no real science to that. There are lots of quality brokers in the marketplace ready, willing, and able to represent your list. But to achieve maximum income from your house list you can't do much better than to endorse, recommend, or at least in some manner acknowledge another company's product or service, for additional revenue far and above beyond the rental rate, and then share your house list with that company. Or even drop the mail for your partner with them picking up the mailing cost. I have never, in an endorsed list rental agreement, not received, sometimes two-hundred, sometimes three-hundred, sometimes even more, percentage increase in response when the list owner simply includes a brief cover letter introducing my company and my product to his list. Am I'm delighted to pay twice the rental rate, sometime more, for such an endorsement. Correspondingly if I like the product or service being offered my house list, I'm more than happy to make reciprocal arrangements with the company seeking to mail to my list. So what's the point of all this hyperbole for net marketers? Well.hang on, here it comes. Targeted e-mail lists are quickly growing in numbers and evolving into one of the hottest ways to reach prospects via the net, and its becoming popular in the net-dustry to offer their lists with added value services such as we are discussing. Even an innocent comment that does nothing more than make the affinity connection between the list owner and the marketer sending the targeted e-letter will most assuredly boost response significantly, and, if nothing else, these kind of arrangements should be done every day by the list owners as an added value just to encourage testing and continued usage of the list.

And for the lawyers who inevitably look for ways that things will not work, and why they shouldn't, I offer this. A casual comment from the list owner, such as, "we recently stumbled across an opportunity from xxx, and we thought you might be interested in examining it", is absolutely harmless, poses no liability on behalf of the list owner, but more importantly, carries with it the connection between the list owner, the customer, and the new proposal being made, and offers a powerful advantage to any targeted e-mail campaign.

So there you have it. If you're looking to rent or JV targeted e-mail lists, ask the owner for an endorsement, acknowledgment, or just an affinity connection such as above. And if you own a significant data base of house addresses, then you should be very seriously developing a pricing structure that not only will assure customers flocking to your target e-mail door, but reward you with added revenue in exchange for list mailing and endorsement. You can do this on a fee basis or on a revenue share basis.

Lesson3: JUST WHAT KIND OF WEB SITE ARE YOU ANYWAY?

There are six basic types of websites

I thought you might find it interesting to know the six basic types of web sites proliferating on the Internet. It is through this attempt to isolate and clearly identify the types of sites we stumble across on our daily surfing and searching that you may be able to take the best of the best of these types, mix and match their various features so as to present your web site in a more definable and user-friendly, and yes, profitable format. So let's get started.

1. INFORMATION ONLY -

Information web sites are typified by those that are solid gold context rich. These types of web sites offer nothing but pure information. They sell nothing. At least not to the visitor. Information only sites can be sites offering free items as well as where to find free items, i.e.; the information. Sites in this category are always supported by those advertisers anxious to place their text or banner links in front of the eyeballs of those people seeking information that is relevant or germane to the interest of the advertiser. For example, and all search engines started this way, by the way, a visitor who accesses a search engine looking for a particular book will quite often find themselves staring at an animated banner offering Amazon.com books or other titles in the genre.

2. COMMERCIAL ONLY -

These web sites exist for the sole purpose of selling something, a product or a service, or an opportunity. These sites are not advertiser supported. They are indeed the advertiser in and of themselves.

3. BUSINESS SUPPORT -

These kind of sites typically support and bolster the efforts of the marketing department of those businesses who wish to provide more information to their prospective customers in an environment which enables the customer to select from the information they seek and examine it in detail. Everything from manufacturing specifications to engineering schematics to 3-D animated display of various products and their features are presented on these types of web sites. These sites further are supported through the business presenting the material exclusively.

4. ENTERTAINMENT SITES -

These sites are purely for the fun, game and enjoyment that the internet can bring to a monitor near you. Entertainment sites are not only ad supported by advertisers seeking to reach the demographics the site attracts, but also are typically commercial oriented as well. In other words, entertainment sites very frequently offer various games and other entertainment devices for sale at the site.

5. INFORMATION/COMMERCIAL SITES -

Okay - you got me. This really is a combination of the first two. But, it's appropriately placed on this list of five basics because it is so prevalent. After all, it's the valuable content information that inspires the visitor. Once the visitor is there, why not sell them the product, the service, or the opportunity to which the information applies.

6. FREE SERVICES -

Free services web sites are quickly growing in popularity - These sites almost always offer web marketers valuable tools without having to install any special programming script on their servers or downloading programs. Examples include free auto-responders, free page stat tracking, free linking networks, free banner traders like www.BannersGoMLM.com, free direct submitting, free merchant account processing, etc. Sites of this type are always ad supported and may even require the service user to trade banner ad space that the service provider then sells. Additionally, these sites frequently offer an upscale or "professional" version of the service for a fee, either one time or on an ongoing basis. Go ahead. Throw them all in a bag and mix them up and see what you get. It's possible to take an entertainment site and turn it into a commercial site, just as much as it is possible to turn a business support site into an information site which does more than passively support the business but actually draws the visitor as a result of the valuable information, and hence, new prospects to the companies front door. You can take an information only based type web site and very quickly turn it into an info/commercial site, and while you're at it, why not seek out those advertisers who wish to reach the visitors your site attracts and support the web sites efforts with even more revenue from these hopeful advertisers. For fun and profit mix and match all you want - there are NO RULES!