Go on then, spill the beans – just how successful do you think it was?

1) It went very well. The campaign more than paid for itself, and I had responses flooding in.

2) It was not bad. I’m sure I had a number of responses that turned into business.

3) I’m not sure. There isn’t any significant increase in business, but that doesn’t mean it didn’t work.

Now, how would you like to know for sure?

If you don’t think it’s important to KNOW what’s working in your business, then you should.

It’s one on the traits of successful marketing – making sure every pound you spend brings in two times, three times, ten times, even more in return.

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For as long as I can remember we have been taught that choice is a good thing.

It has never been more easy to get what you want, in the colour you want, in the size you want, in the quantity you want, when you want and at the price you want.

And that’s a good thing… Right?

Yes in many ways it is – certainly for the consumer. But as a business there is the danger you can offer too much choice.

You see, while offering choices can increase the probability of a sale, it can also work against you and cause the reverse to happen – you can actually LOSE sales.

For the majority of people, too much choice actually makes it difficult for them to make any choice at all.

Let’s look at Starbucks.

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Now that’s a question…

You’ve heard me talk about the importance of getting your marketing message right, and about how important it is to have the right offer going out to the right prospects, to maximise your probability of making a sale.

But even getting this part right is only the start. You now come to the part where you have to communicate that message in a compelling way, which encourages the reader to read all of your message. So they WANT to read on about how your product or service will enhance their lives or make their business run more smoothly.

So how easy is it to get this message across?

One of my new clients recently asked me about writing the copy for a sales letter he wanted to send out.

“I have no idea how to write copy,” he said. “Do I need to get a copywriter to write it for me?”

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It’s true – last Monday in fact…

I told them I couldn’t help them any more.

Have you ever done that – sacked a client?

I sacked them because they were completely ignoring my advice – the same advice they were paying me to give them…

It happens sometimes, but I think 3 months of excuses is more than enough to put up with.

When I work with a client, I do everything I can to make things work for them. I give them the best advice I can to get the best results I can to give them the best return I can.

But I do expect clients to listen to what I’m saying.

Here’s a brief rundown of what happened…

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