AmSpirit Rx (Gimme Five!)

“Look for positive attributes in the people you come in contact with during the course of your day and compliment them. Make a goal to give “five-a-day.

“Put five pennies in your left-hand pocket at the beginning of a day. Each time you give a sincere compliment, take a penny and put it into your right-hand pocket.

“By the end of the day, you should have transferred all five pennies to make the goal. Try it and see how you do!”

Andrea R. Nierenberg, Nonstop Networking.

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How To Reduce Your Product Refund Rate

The owners of a self-help company called me in to consult with them.  Their refunds were so high that they almost drove the company out of business.

When they brought me in, the owners were contemplating dropping three particular products from their line because of their high refund rates.   However, those were products that I thought were really great.  So instead of dropping the products, here is what we did…

We created a performance-based guarantee.  A performance-based guarantee is a guarantee where buyers have to show they at least tried the product before obtaining a refund.

We knocked our returns down to 4.7% and the products became highly profitable as the initial purchasers had a strong desire to at least try the systems.

There are two caveats to using performance-based guarantees though.

First, some people will complain and want the refund without trying the product anyway.  In these cases, you’re often better off just giving them the refund.   Consider it a cost of doing business.

Secondly, the performance guarantee can reduce initial sales since it’s not perceived as being completely risk-free.  However, in spite of the lower initial sales, you win in many ways: lower shipping costs; lower re-stocking costs; longer term customers.

If you know you have a good product, yet your refund rates are high, a performance guarantee may be just what you need.

To read more great marketing tips, you can download a FREE copy of Ken’s “121 Tips Techniques and Ideas To Explode Your Marketing Campaign Results”.  Just give Ken’s FREE e-newsletter a try and you’ll be given immediate access to download the 121 Tips e-book.  Here is the link to these free resources: www.kenvarga.com/nj.html

One Simple Rule To Get The Most Out Of Your Marketing Dollars

There is an old saying that goes like this:  “20% of your customers give you 80% of your profit.  The remaining 80% give you the headaches.”  

 The same principle applies to your marketing budget.  You should devote about 80% of your marketing budget to your control piece, and the remaining 20% on testing new things.  The “control” piece is the promotion which is currently working the best for you and that you test against regularly to see if something else pulls better.

 When you find something that outpulls your old control, make it your new control, and devote 80% of your budget to that new one.  But always keep testing against your control with the other 20% of your marketing budget.

 This applies whether we are talking about your advertising, your email marketing, or your direct mail pieces.

 I always say that in real estate it’s all about Location, Location and Location.  In marketing it’s Testing, Testing and Testing some more against your control piece.

To read more great marketing tips, you can download a FREE copy of Ken’s “121 Tips Techniques and Ideas To Explode Your Marketing Campaign Results”.  Just give Ken’s FREE e-newsletter a try and you’ll be given immediate access to download the 121 Tips e-book.  Here is the link to these free resources: www.kenvarga.com/nj.html

How To Get More People To Read Your Sales Letter

Of course, a great headline is a must if you are going to attract a reader’s attention. But what works even better is to use a sub-headline that spells out the top benefits of your product or service.

By spelling out the benefits right after the headline, you immediately tell the reader if the letter is for him. If it is, then he’s pulled right into it.

Remember that anybody that purchases anything…no matter what it is…is always silently asking: “What’s in it for me?”

So if you answer that question right away, you will get your reader’s attention, provided you’ve targeted him correctly.

Now because the reader is pulled into your letter doesn’t mean he’s going to read it all the way through. That depends on how well the rest of the letter promises to fulfill on the headline and sub-headlines…how well your copy is written.

But a big part of the job of pulling him into the letter is the sub-headline.

So remember the next time you write your headline, you can power it up, and draw your reader in, by adding a sub-headline that attractively describes the benefits the reader will get.

To read more great marketing tips, you can download a FREE copy of Ken’s “121 Tips Techniques and Ideas To Explode Your Marketing Campaign Results”. Just give Ken’s FREE e-newsletter a try and you’ll be given immediate access to download the 121 Tips e-book. Here is the link to these free resources: www.kenvarga.com/nj.html

AmSpirit Rx (If You Can’t Say It …)

If you can’t get yourself to connect with someone in person or over the telephone, then consider making your initial contact in writing.

A well-worded letter or e-mail of introduction – “I will be calling to find out more about your business and how I can help you.” – can make the follow-up telephone call or face-to-face meeting less nerve-racking.