In 2007, the late Chet Holmes wrote a book titled, The Ultimate Sales Machine, which I highly recommend. In chapter six, Chet described how he doubled the ad revenue for a magazine owned by Warren Buffett’s partner Charlie Munger, each year, for three years in a row.
The strategy was simple.
Using a database of 2,200 potential advertisers, Chet identified 167, who between them, purchased 95% of the advertising in the top four magazines in the country. At the time, not one of them advertised in Munger’s magazine.
Chet’s philosophy was simple – identify people IDEAL for your PREMIUM product or service, the ones with a CLEAR NEED, and the ABILITY TO PAY for anything they want, including YOUR PREMIUM PRODUCT OR SERVICE. Then, create marketing campaigns and sales material specifically to connect with those prospects.
Chet reasoned that reaching out to people IDEAL to benefit from what you do and who can easily afford your PREMIUM product or service, is a superior strategy to slinging marketing dollars against the wall trying to connect with anyone who will give you the time of day – and end up with dozens of customers who spend as little as possible, who all want your attention. And who between them do not generate as much revenue as a single handful of your BEST customers or clients.
Charlie Munger agreed and turned Chet loose.
Following his own advice, Chet created marketing campaigns and sales material to connect repeatedly throughout the year with those TOP 167 advertising buyers. Connecting with those HIGH-VALUE PROSPECTS became the SOLE focus of his activities.
The result: he signed 28 of the TOP advertisers in the nation in the first six months. And that doubled sales over the first year.
In year two, all 28 stayed, and he landed 30 more of the 167 biggest advertisers in the nation.
And ad revenue doubled for the second year in a row.
In year three, no one dropped out. And by staying focused on the BEST PROSPECTS, all the remaining 167 biggest advertisers in the nation signed on. And ad revenue doubled for the third time in three years.
Chet called this high-value client marketing strategy, the Dream 100 Effort.
The idea behind it is simple.
It is more profitable to aggressively pursue a smaller number of high-value prospects, who may do a substantial amount of business with you than it is to go after a much larger number of average prospects.
The idea of identifying high-value prospects and aggressively reaching out with a marketing message made just for them is not new. But in today’s high-tech, impersonal, automation-driven world, the idea seems to be lost.
I loved Chet’s book for two reasons.
First, it was excellent.
And second, I loved the book because he described what I’ve been doing for clients for over thirty years, i.e. identify your BEST PROSPECTS and develop laser-focused marketing to reach those prospects, and transform them into customers or clients who pay, stay and refer.
Using that strategy, I have designed sales systems and written copy that has generated well over $100 million in sales for client businesses.
For the right business, a focused effort to engage with HIGH-VALUE prospects can be a real game-changer. And that is what the Conquest Sales Copy does for you – connect with high-value prospects ideal for your product or service. And gets them to contact you with questions answered, objections handled, and essentially ready to do business.
Regardless of what you sell…
- IF YOU SELL A BIG-TICKET PRODUCT OR SERVICE…
- IF SOME CUSTOMERS OR CLIENTS ARE MORE VALUABLE THAN OTHERS BECAUSE THEY WILL MAKE A LARGER INITIAL PURCHASE, OR DO MORE BUSINESS WITH YOU MORE OFTEN OVER TIME THAN OTHERS…
- IF THE LIFETIME VALUE OF YOUR CUSTOMER IS HIGH…
A Dream 100 list and a Conquest Style Sales Letter have the potential to add six to seven figures to your sales revenue faster than you may imagine. And the same assets, without changing a word, have the potential to double or even triple your sales revenue over the next 12 to 24 months.
I’ve used variations of the system to;
- Sell over $1-million in industrial lighting over a few months by identifying just 68 high-value prospects, sending a FedEx with a sales letter and a short video, and following up.
- In 45 days, sell at full price and close on a 500,000 square foot building on the Galveston Texas ship channel that a national commercial real estate firm had not managed to get a single offer on, after having an exclusive listing for a year.
- Secure 17 of the top 23 high-end luxury home builders in the greater Houston area as clients for a retail lighting company, adding over a million dollars a year to their sales, and establishing my client, who started their business in a garage a few years earlier, as the second-largest lighting retailer in the entire State of Texas.
- Secure physician referrals that brought my client, an outpatient diagnostic imaging center, over $12 million a year in revenue, by identifying and effectively connecting with 35 of the busiest surgeons within 20 miles of the clinic. Within six months, 34 of the 35, virtually unreachable surgeons, the busiest surgeons in Houston, Texas, with legions of support staff to keep salespeople away, were referring multiple patients to my client every business day.
- Identify and secure 12 private investors, (from a list of hundreds), who purchased millions of dollars of mortgage notes from my client, a small mortgage company that specialized in financing home improvements for homeowners with bad credit.
And the list goes on. And on. And on. This strategy works. It’s that simple.
If you have questions or care to discuss the Dream 100 Strategy and how it may apply to your business, email me – at Russell@ConquestCopywriter.com
Or send a text to 281-460-0181. Or just phone the same number and be sure and LEAVE A MESSAGE.
Learn more about Conquest Copywriting by Russell Martino
Russell Martino – The Conquest Copywriter
LEADING THE WAY WHEN IT’S TIME TO SELL
Now… go forth and multiply your marketing!