tripleclicks.com
must-read post
This is part 1 of how a $6 lead turned into millions of dollars in sales. The income from those sales was residual income and resulted in a six-figure return. How did this happen? What does it mean to you?
This is just one of many stories...
Before the internet we used to focus our advertising on local and national classified, display, card deck and magazine ads. The learning curve was steep and the cost and risk was sometimes very high. Our turn around from ad placement to results was from 1 to 9 months with an average of around 4 months. When you consider testing a new ad and only scaling up the placement of that ad when results proved positive the overall process was very time consuming.
One fateful day I received a plastic bag in the mail from the post office. Back in those days it was not uncommon to have mail that was torn apart by the mail processing machines. The post office would deliver damaged mail in a plastic bag. This particular day the plastic bag contained a card from a card deck I had been testing. The card was all torn apart, but I was able to see the address. The sender did not include the requested phone number and their address was a PO Box. Back in those days this was considered a very low quality lead. However, I processed the lead and mailed a presentation packet out that same day. The cost of the lead was $6 and the cost of the packet was close to $2 total. Generating and following up on leads in those days was costly and time consuming!
About a week after sending the packet I received a phone call from the requester (lead). She proceeded to ask me a LOT of questions and really put me on the spot several times. Several weeks later she joined the business opportunity which means the lead converted to a signup. Good news!
After getting settled into the program my new signup took massive action. Sure she had a lot of questions, but within about 90 days our conversations became focused on our business relationship and not "getting started" questions. This lady was a take-action-and-get-results kind of person. Her marketing strategy was "rinse and repeat" each and everyday.
Over the years she and her team generated millions of dollars in sales. Our business relationship only lasted around 8 years before she changed her business focus, but that happens. However, the results of my relationship with this leader still affects my business to this very day. Almost 30 years later!
Part 2 will continue the story. Part 3 will address the math and what this all means to YOUR business.
Leon McKee
This is just one of many stories...
Before the internet we used to focus our advertising on local and national classified, display, card deck and magazine ads. The learning curve was steep and the cost and risk was sometimes very high. Our turn around from ad placement to results was from 1 to 9 months with an average of around 4 months. When you consider testing a new ad and only scaling up the placement of that ad when results proved positive the overall process was very time consuming.
One fateful day I received a plastic bag in the mail from the post office. Back in those days it was not uncommon to have mail that was torn apart by the mail processing machines. The post office would deliver damaged mail in a plastic bag. This particular day the plastic bag contained a card from a card deck I had been testing. The card was all torn apart, but I was able to see the address. The sender did not include the requested phone number and their address was a PO Box. Back in those days this was considered a very low quality lead. However, I processed the lead and mailed a presentation packet out that same day. The cost of the lead was $6 and the cost of the packet was close to $2 total. Generating and following up on leads in those days was costly and time consuming!
About a week after sending the packet I received a phone call from the requester (lead). She proceeded to ask me a LOT of questions and really put me on the spot several times. Several weeks later she joined the business opportunity which means the lead converted to a signup. Good news!
After getting settled into the program my new signup took massive action. Sure she had a lot of questions, but within about 90 days our conversations became focused on our business relationship and not "getting started" questions. This lady was a take-action-and-get-results kind of person. Her marketing strategy was "rinse and repeat" each and everyday.
Over the years she and her team generated millions of dollars in sales. Our business relationship only lasted around 8 years before she changed her business focus, but that happens. However, the results of my relationship with this leader still affects my business to this very day. Almost 30 years later!
Part 2 will continue the story. Part 3 will address the math and what this all means to YOUR business.
Leon McKee
No comments:
Post a Comment