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Think In Decimal Points Copywriters should be completely conversant with statistics and traffic xtractor review. The worst thing you can do to your copywriters is to separate them from the returns of every list and every test and every cell. Copywriters who write copy for the sake of copy and words alone are doomed to failure. If you keep your copywriters away from their results and their comparative results on every single test, they’re not going to do very much for you. Boardroom sends me thick packages of results. And I will spend three or four or five hours going over the results in detail for them. I think of myself as a person who creates 20% difference in returns. And I like decimal points. You’ve got to get those results. You can’t know something from the outside. You have to know it inside.
1st Sale Must Build the 2nd Sale Stanton-Jones: There’s a piece of the puzzle that doesn’t quite fit for me at the moment. And all the things that we do are trying to build toward the second sale. Does that violate this idea of instantaneous, miraculous change and improvement. Schwartz: All mail order is dependent upon the second sale. Nobody really makes money on the first sale. You can, but it’s an awfully strange way to run a company. If you get too much profit on your initial traffic xtractor review, you immediately expand it to lists which are not doing quite as well, so that you can get more names and sales. When we sell books, we would very much love to have the people absolutely delighted with the book, because with the book comes a brochure advertising the next book! So our second sale is there. And we mail them every month. So our carrier is much like your carrier. Your newsletter is a carrier for further advertisements. That is so for us, too.

Why Infomercials Work Think of television. In 1949, our agency bought time in that new medium called television, on ABC, on a halfhour program. We didn’t know how to fill it so we wrote a program a day. How do you write a program a day? The only way you can write a program a day is to take the product and translate it into the program. There was a program called "The Answer Man, which was a regular program. People sent in questions; he answered them. So we decided, let’s take the product - a piano course - and let’s ask questions about the product for the entire 30 minutes, and then sell the product in the one-minute middle. And so we said, "Ca my kid play? Can a fiveyear-old kid play? Can a five-year-old kid without arms play, etc.? "And we turned out one program a day! All talking about piano courses. Well, we didn’t know it, but we invented the infomercial! Okay. We sold so darn many piano courses. And why did it work? Because we were demonstrating the product on the air. Television infomercials really sell, but they also demonstrate. Everybody should get a copy of the slicer commercial! The slicer is a demonstration. That is the product. And what is coming across the mail in your package is not the physical product, but the functional traffic xtractor review. Demonstrations are sending the products to the person.

Selling to Current Subscribers Newman: Our editors write special reports, and we sell them in inserts. It’s not as spectacular copy. Mostly because we write it. Do you talk to subscribers differently from prospects, do you think? Schwartz: I would test it. I would get the copywriter who wrote the promotion copy to write some of the subscriber follow-ups. Have them use the same copy. And see, whether it pulls more. If you have not tested it against another approach, perhaps y9ou’re losing an opportunity. Unknown: Every ëdon’t’ is an opportunity. Just remember that. Now, it’s an opportunity which is slippery. You may fall flat on your face because if you test another newsletter to the newsletter that you’re selling, you may cut your renewals done. So you’ve got a two-stage test. Number one, what does this pull now? Number two, does it hurt renewals later on?
Are You Failing Enough? Stanton-Jones: We recently had an experience where we used a well-known magazine copywriter with many soft-offer controls for magazines. He wrote us a package that did terribly. What’s your advice? Do you think that that type of copywriter cannot work in our field? Do you think soft-offer copywriters can never work on hard-offer newsletters? Or is there a way to work with them differently? Schwartz: I can give a few theories. Number one, maybe he just didn’t have any rapport with your particular product at that time, and he missed. Number two, perhaps he’s going for the jackpot. He tried harder; you took a bigger chance. It’s very discouraging to work something that pulls within four or five percent of another offer. Then something’s wrong. You’re not taking enough of a chance. If you are running tests which are giving you small improvements, and if you are not running enough tests that are really flopping, then you are not doing your job. Copywriters are crazy. And you want them crazy. They go for the big kill. And I would rather flop badly and succeed greatly than I would coming in with that little five percent boost. A very good copywriter is going to fail. If the guy doesn’t fail, he’s no good. He’s got to fail. It hurts. But it’s the only way to get the home runs the next time

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