My good friend and direct marketing genius Mike Denison just proved — again — that good selling ain't necessarily sexy. In his own words:
"I sent a client’s list an email series (4) pointing them to a page to opt-in.
"Then, when the offer was ready, we sent an email to this opt-in list pointing them to a video.
"The video is basically just the client reading the script, and then showing the script almost verbatim on screen as she reads it.
"There are no control buttons on the video… the viewer must watch it all to get the info.
"The order button doesn’t appear until I want it to show up, which is at 11:29.
“In FOUR DAYS I sold more than twice as much of that specific product than they had been able to in the previous THREE YEARS.
"The final tally was 20.9% response from 9.2% of the list.
"When we were getting ready to do it, I told them to pinpoint their worst product. I wanted a total dog that was doing nothing. They let me do whatever I wanted to try selling it."
Though unabashed when it comes to promoting himself and his clients' products, Mike in person is a humble guy. Thus, when he summed up the test results, I had to smile at his characteristic understatement: "It’s my first test using this approach, and I’m pretty happy with the results."
—Steve Cuno
"I sent a client’s list an email series (4) pointing them to a page to opt-in.
"Then, when the offer was ready, we sent an email to this opt-in list pointing them to a video.
"The video is basically just the client reading the script, and then showing the script almost verbatim on screen as she reads it.
"There are no control buttons on the video… the viewer must watch it all to get the info.
"The order button doesn’t appear until I want it to show up, which is at 11:29.
“In FOUR DAYS I sold more than twice as much of that specific product than they had been able to in the previous THREE YEARS.
"The final tally was 20.9% response from 9.2% of the list.
"When we were getting ready to do it, I told them to pinpoint their worst product. I wanted a total dog that was doing nothing. They let me do whatever I wanted to try selling it."
Though unabashed when it comes to promoting himself and his clients' products, Mike in person is a humble guy. Thus, when he summed up the test results, I had to smile at his characteristic understatement: "It’s my first test using this approach, and I’m pretty happy with the results."
—Steve Cuno
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