« What You Must Do After You Suffer A Failure | Main | Freedom From Frustration To Embrace Success »
Leave No Part of the Pig Unused
By Robert Skrob | September 2, 2010
For 6 years, select information marketers have been “by-invitation-only” subscribers to Dan Kennedy’s Information Marketing Special Reports and Info-Marketing Letters. Now, for a limited time, Dan has opened his vault to make these available to you.
If you’d like to find out more about the archives, visit www.DKArchive.com. Here is an excerpt from Volume 2, Issue 2 of the archives. I’m sure you’ll find it valuable and enlightening.
*******************************
When I was a kid, our next door neighbor in Brooklyn Heights, Ohio, owned a pig farm in Wooster, Ohio. He said you used every part of the pig. What couldn’t be sold as prime cuts, like pork chops, became sausage. You did make a silk purse from a sow’s ear, or something like it. Hooves became gelatin. Everything left over: hot dogs. With that as a theme, I have a few provocative items …
First, from one of Dr. Ben Altadonna’s campaigns, is recycling pig parts two ways. Ben uses the lead generation insert from his newsletter numerous times, advertising a ‘backend’ product. All he has done is left it the same and over-printed it to offer as a free bonus with a different purchase. This is as quick ‘n dirty as the common junking up of a sales letter with handwritten margin notes and markings. Ben believed (and he knows his numbers!) that he had milked it nearly dry, selling it to his list, so the next best way to get more out of it was converting it to a free bonus.
THINK: what “old,” tired, worn-out product do you have gathering dust? You already have a sales letter, copy, etc., for it. Maybe it can have a productive reincarnation as a bonus. Theory behind this: for everyone who ponied up, in this case $497.00, to buy it, there were four or five or ten who were interested, almost bought it, but wouldn’t pay the asking price. Clever, huh? Let me make it better: if you sell backend via lead generation for certain products, as Ben does, following the original JPDK model, then you’d have the list within your list; the list of those who raised their hands and asked for info about the product but didn’t buy. They are primo prospects to want it for free—maybe badly enough to be driven to buy the other product or seminar it’s now linked to as a free bonus. They might deserve a special FedEx hit.
I would add, I strongly believe bonuses can drive sales. And I believe in cutting up your house list and tweaking a campaign to different segments and/or investing differently in different segments.
Second, what marketing ammo might be handed to you that you are under-using? The profiles, stories of the people investing in your products/events. Sure, we all know to use testimonials, to do an entire ad built around a testimonial. But when have you seen anybody use the ‘story’ of an early registrant as pitch for later registrants—i.e., if HE’S coming, surely you should, too. This could also be used to sell tapes of an event. Here’s an example:
‘NO PART OF PIG UNUSED’ BRAINSTORMING EXERCISE:
Get a big stack of 3.5” cards and write down every ‘asset’ you have, one per card, so it’ll be easy to shuffle and organize them when you’re done. You might use different colored cards for different types of assets; yellow for ‘intellectual properties,’ green for ‘systems,’ etc.
Keep wracking your brain an hour or so at a time over days or weeks. If you have employees, get them in this game. Identify all the assets lying dormant, not being used, under-used. Ask yourself how they could be leveraged. Let’s assume you can isolate and identify just 100 assets you possess in your info-business. If you can then figure out how to squeeze a fresh $1,000.00 out of each one, bingo! $100,000.00. $2,000.00 = $200,000.00.
*******************************
If you enjoyed this excerpt, you may want to review the entire Dan Kennedy archive. It is available for a limited time at www.DKArchive.com. Every one of the 72 issues is packed with advanced, specialized, experience-tested insights into what it takes to succeed within the info-marketing business. Visit www.DKArchive.com to reserve your copy.
Topics: Uncategorized | No Comments »