Finally, an exciting way to create capable leads... and... get your prospects all fired up about - network-marketing
Last week I cutting out how John Kerry was productively using direct-response marketing to breed competent leads, to pick up supporters for his campaign.
As I promised, today I'm going to divulge a further lead-generation advertising formula, you can make a fistul of dollars with.
It's a lot of fun to use, but it's often over-looked.
Want to know what it is?
O. K. , I'll tell you. It's. . .
And here's how you can start using sweepstakes as a lead age group tool, to build your list of prospects:
Let's say you own a retail furniture store. Here's what you do:
You run a exhibit ad (or even beat yet, you use a number of press releases) that says you're going to be charitable away a brand new set of living-room furniture valued at $10,000 Dollars, delivered to the being who comes into your store. . . registers for the contest. . . and comes bordering to guessing how many balance feet your complete furniture outlet demonstrate area is.
The character who guesses closest, gets the furniture delivered above-board to the front door of their home.
You be supposed to film that total delivery, by the way, and have that video clip before a live audience on a tube check over-and-over again at the front of your store, to build enthusiasm up for your next sweepstakes.
Also, if you're exceedingly clever. . . team up with a local interior decorator and tell associates you'll be charitable away a efficiently intended custom blueprint as well, courtesy of this interior decorator.
Let your sweepstakes entrants know, the allege for the interior designer alone is worth "X" dollars.
Or, you could even team up with one of your furniture suppliers, and in its place of having a "Guess how many agree feet our outlet is" contest, you can have a "Tell me how many king size [insert your furniture supplier's name here] beds we have in our showroom" contest.
See which of your suppliers would be eager to share the cost of your contest with you, or maybe they'd bound for the whole shebang.
Anyway, you call your lead-generating contest:
"The $10,000 Money Sweepstakes!"
Then, you promote the breathing daylights out of it!
You do a as the crow flies mail piece promoting it (postcards may even work in this case). . . use your local val-paks. . . run demonstrate ads. . . have banners announcing your sweepstakes all over your store. . . and you give every definite interior decorator and heartbreaking circle you know, leaflets about it, to hand out to their clients.
This does 3 belongings for you:
First, it gets ancestors engrossed in you.
Second, it military citizens to come into your store to sign up and chronicle to win the sweepstakes. You by design get foot-traffic, and the names and addresses of certified leads, you wouldn't have had exclusive of the sweepstakes.
And third, since your prospects have to guess how large your retail area is, it air force them to walk about your total store in order to make any kind of correct "square footage" guess, right?
And do you have any idea what each-and-every one of these certified leads will be doing when they're browsing up and down each of your lovely furniture outlet aisles?
They'll be read-through out all your furniture!
Mom's will be idea "Oh, this would look so nice in the baby's room. "
And seniors will be adage "Wow, that would look great exterior on our patio. "
And criminal CEO's like Ken Lay from Enron will be pasting their chops, axiom "Hey, I can use a bunch of my shareholder's money to buy all those brand new top-of-the-line Herman Miller chairs, for all the guys back at the office!"
The point is, associates aren't just going to come in, see your "$10,000 Cash Sweepstakes" sign-up booth at the front desk, fill out the form, toss their entry into the box, and then leave.
Now at first blush, you might think bountiful away $10,000 Dollars worth of furniture is a lot to give away for FREE.
But au contraire. . . let's look at the information here. Remember, already you ever make any kinds of marketing decisions, you must look at your numbers.
Because. . .
You are in the information business first, NOT. . . the marketing business!
So. . . here are some numbers:
Let's say, over a 90-day period, you get 1,500 ancestors to sign up. That's an arithmetic mean of 17 associates a day, which. . . among you and your interior decorator, and maybe a local heartrending circle (who will do the delivery). . . must be very do-able, chiefly with all the "weekend" traffic, furniture provisions tend to attract.
(Oh, and by the way -- depending on the sweepstakes rules in your state, you may even be able to say up front "This sweepstakes is only valid if we be given 2,000 entries. ", or anything information work for you. )
And. . . let's say your be around patron sale is $1,000 dollars.
This means, you'll need to make 10 sales to at least break even on the deal -- now. Plus, doesn't matter what it costs you to promote your sweepstakes, so. . . let's say you need to make 12 sales to make this promotion break even.
What you have to ask yourself, is. . . will you make 12 sales, to the 1,500 associates who've come into your store and signed up for your sweepstakes?
That's one sale, to every 125 associates who come sauntering all through your front doors.
Can you do this?
Honestly, I don't know.
It depends on what your conversion ratio of prospects-to-customers is. Meaning, how many of your prospects, do you in point of fact adapt into paying customers?
But at least, now you have a functioning formula to use, so you can be included out what figures you need, to make this sweepstakes of yours work!
Plus remember. . . you're using this sweepstakes to create leads for hope sales, not for construction sales today, right?
So what you also have to take into consideration, is. . .
How many sales will you make over the next 12 months, by conveyance out a monthly marketing piece to all these 1,500 authorized new leads you've now got?
After all, isn't that what you're aimed to be doing with your competent leads, anyway?
And this translates into, "Will you be able to make a sale to 1 out of every 125 associates who came by means of your doors, a bit at some stage in the next 12 months?"
Well, even if you're only a intermediate adequate copywriter. . . as long as you're consistently creation these prospects a compelling offer each-and-every-month. . .
You Must Be Able To Do That!
Sweepstakes are above all good for retail stores, since they seem to have a hard time house their hope list up.
It's tough to get people's name and adopt when they come in your store, above all if they're just browsing and they don't buy anything.
And why are sweepstakes so helpful at generating competent leads for you?
The counter is simple: For the most part, associates don't go out of their way to enter sweepstakes for items they don't want, or wouldn't buy at some point in time, on their own.
And really, approximately any big business can run a sweepstakes.
Like if you're a hotel, lottery off an overnight stay in one of your beat rooms. Then you do the same thing the furniture store owner did -- you make a coherent offer to each and every character who signed up to win the overnight stay.
When you're administration a sweepstakes to cause leads, you must commit to memory the drive of "lead-generation". And that is, every now and then it's easier to build up your list of leads, so you can make dependable offers to your prospects, than it is to just try and sell them a little directly.
(For more in sequence on using "2-Step" lead-generating promotion formulas, see my commentary and "2-Step" inscription samples here. )
And in a row a sweepstakes is a fun and exciting way to get your prospects motivated and all fired-up about your business.
P. S. Do you know the most all the rage sweepstakes ever ran? (Yes, even more admired than "Ed McMahon's Publishers Clearinghouse Sweepstakes!)
Well, the most accepted sweepstakes ever ran, was put on by AOL in April, 2004. Over 1 Million associates entered the contest to win a Porsche Boxter in custody by national authorities, from a major internet spammer.
And let me ask you this: Do you think AOL did just a "little" marketing to those 1 million entrants?
Did you know, if AOL only got a 0. 25% conversion rate, of entrants who in the long run became AOL subscribers (that's 1 out of every 400 people). . . even at the buck AOL subscriber plan of only $24 Dollars a month, this turns into. . .
$60,000 Dollars A Month. . . or. . . $720,000 Dollars A Year. . . Forever. . . For AOL!
Ka-ching! Not bad, hey?
Craig Garber is America's Top Direct-Response Copywriter. You'll find hundreds of marketing tips to augment your sales, and his insanely common FREE Eccentric and Bold Daily Direct-Response Marketing Tips, on his website, http://www. KingOfCopy. com
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