A few years ago, I did some sales consulting and direct response copywriting for a company that sells new technology industrial lighting systems.
Their ideal customer owns both the business and the building the business operates in. The building needed to have old-technology lighting, 20-foot ceilings, a MINIMUM of 100,000 square feet under roof, and be located within 250 miles of my client’s facility.
My client’s lighting systems start at around $100,000. The average purchase is $300,000.
The day I showed up to ink my agreement, the owners asked my opinion on a $250,000 agreement they were about to enter into with an SEO company that guaranteed a flood of organic Web traffic.
The company guaranteed my client would dominate search for virtually every search term you can imagine for new-technology industrial lighting.
After getting the story, I asked three questions:
First: Do you honestly believe the working owner of any business occupying at least 100,000 square feet of floor space has the time, or the inclination, to surf the Web looking for new technology lighting?
Second: How many owner-occupied buildings that meet your criteria are there within 250 miles of your office. And third; do you have a mailing list? The silence was palpable.
Their answer to the first question, would their ideal customer be searching the Web, chomping at the bit to find a way to spend a quarter of a million dollars on lighting, was an accurate no.
The answer to the second question, how many ideal prospects were there in their target market area of 250 miles, was 528. And third, yes, they could get a mailing list. Needless to say, the SEO project died on the spot.
Instead, I wrote a 4 letter sales campaign directed to the owners of the 528 businesses. The purpose of the campaign was to; get the owners attention; get them excited about the substantial benefits of the new technology lighting, and get them to contact my client directly, or accept a call from them. All letters went via Fed Ex.
That campaign generated multiple millions of dollars in sales the first year and catapulted my client from an upstart, with just a few customers, to one of the dominant, highest-grossing new-technology lighting distributors in the U.S., a position still hold today, beating out MUCH LARGER competitors who ‘dominate search’.
What does this have to do with you?
The answer is… EVERYTHING!
The shortest distance between two points, and the shortest distance between YOU and the customers, clients or patients IDEAL for your premium product or service, is a straight line.
If you can identify people ideal to benefit from your premium product or service, and get an engaging message delivered straight into their hands, you are no longer at the mercy of SEO, social media, banner ads, guess-work, or anything else. You are no longer shooting in the dark, throwing money down a hole and hoping for the best. Quite the contrary.
Get the right persuasive message, directly in the hands of someone ideal to benefit from your premium product or service, and there is no limit to the interest you can generate. And no limit to the sales you can make.
For details on how a 4-letter direct marketing campaign can get prospects ideal for your premium product or service to contact you essentially ready to do business, send an email to Russell@RussellMartino.com with the subject line DETAILS – and I’ll send you a pdf of an active 4-letter campaign that is generating appointments and sales right now today.
Oh and one more thing… growing a business is a challenge. If you do the wrong thing you waste precious time and resources.
So where should you focus your attention? Systems? Processes? Sales? Marketing? Staff? What needs to be tweaked so you can handle a big increase in sales? What’s the most important thing to focus on now?
If it’s important to answer these questions for your business, THIS WILL HELP.
With that said, this is Russell Martino, The Conquest Copywriter and author of What Makes Persuasive Sales Copy Persuasive, (available on Amazon), wishing you health, happiness, and EXCELLENT MARKETING.
If you care to speak, send an email to Russell@ConquestCopywriter.com or text me at 281-460-0181 to set up a time. Or just phone 281-460-0181 and BE SURE and leave a message.
If you want more details before having that conversation, request a printed copy of my Special Report SELL MORE- START NOW and read it online.
This report will answer all your questions and gives you a number of powerful marketing strategies you may apply with or without my help and begin to benefit from immediately.
CLICK HERE TO REQUEST YOUR FREE COPY OF SELL MORE START NOW
Russell Martino – The Conquest Copywriter
LEADING THE WAY WHEN IT’S TIME TO SELL