Direct Response Marketing Explained

In previous posts, I explained that the the man I learned the best work at home business idea from made £30 MILLION pounds in 10 years from direct response marketing, but I also explained that direct response marketing works best for selling cheap products.

It would be very difficult to earn £30 MILLION in ten years just by selling cheap products through direct response adverts. If the profit of your product was £50, you would have to sell 600,000 products during those 10 years. That’s 164 products a day – EVERY day – 7 days a week, 52 weeks a year, with no time off at week-ends nor any vacations.

That’s a lot of products to produce, pack and ship! Whilst not impossible to achieve, it would involve a lot of hard work and you’d probably have to employ staff to do it for you which involves hassle and expense.

You want a system that maximizes income whilst MINIMIZING effort and selling 164 products a day, 365 days a year sounds far too much like hard work to me!

So a fundamental fact about marketing that you have to grasp is that it is easier and cheaper to sell your products to your EXISTING customers who have ALREADY bought from you than it is to sell your products to new customers who haven’t bought from you before.

People tend to go back to where they bought before, provided that they had a good experience. Think about your own buying habits. Do you tend to buy your groceries from the same supermarket each week? Do you tend to go to the same hairdresser/barber each time you need a haircut?

We are creatures of habit. We find familiarity comforting. Unless we experience particularly bad service or poor value for money, we tend to give repeat business to the suppliers of the goods and services that we want.

But the opposite is also true. People won’t buy again if they’ve had a bad experience. If you went to a restaurant and the waiter was rude, the food was tasteless and the bill was expensive, would you go there again?

So if you give your customers EXCEPTIONAL VALUE FOR MONEY and EXCELLENT SERVICE, the next time they need a product that you sell, they will have no reason to go to someone else. They know what to expect from you but they don’t know what to expect from someone else. They will feel more comfortable buying from you than from someone that they have no experience of. And if you have given good service and value for money, they will want to reward you by giving you more of their custom.

Someone who hasn’t bought from you yet doesn’t know that you provide exceptional value for money and excellent service so they will be reluctant to spend a lot of money with you. But they will be willing to spend a small amount of money. Then, if you don’t deliver, they haven’t risked much.

Once they have bought something cheap from you, and discovered that you OVER-DELIVER – because the first product they buy from you is better quality than they were expecting at that price – they will have the confidence to spend more money with you next time.

So the “secret”, if you can call it that, to MAXIMIZING income whilst MINIMIZING effort, is to build a list of happy customers – a “databank” of people who have ALREADY bought from you and who will be happy to buy from you again because you provide exceptional value for money and excellent service.

You sell a cheap front-end product first to get as many people on to your list as possible. You then sell higher and higher priced back-end products to these same people. Fewer people will buy your back-end products than bought your front-end product but someone who doesn’t buy your first back-end product might buy your second back-end product. And someone who doesn’t buy your first and second back-end products might buy your third back-end product. Some people might buy ALL your back-end products!

Although fewer people buy the back-end products than bought the front-end product, the real profit is in the back-end products for two reasons. Firstly, you are marketing these products direct to your existing customers without having to pay for advertising so your costs are lower. And secondly, these back-end products are higher priced and so have higher profit margins.

In my next post, I will summarise this direct response marketing system that is the EASIEST and BEST work from home business model

To your success and happiness

Martyn Boaden

 

2 Comments

  • Martoons

    Reply Reply 11 September, 2011

    Thanks for explaining and elaborating so well in regards with Direct Response Marketing. I am looking forward for more meaningful thoughts. Good Luck!

  • Mike Mott

    Reply Reply 21 March, 2009

    Hi Martyn

    Nice blog.

    Good luck.

    Mike

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