Your Prospects Should Choose Which Ads You Run

If the ads you run don't earn you more then you spend, you shouldn't run these ads. Sounds logical right? However, many agents have no idea which ads pay back on the money invested. Instead, they look at advertising dollars as a fixed expense of their business like rent or salaries and they hope with blind faith that this investment is furthering their business.

Well, this is not an acceptable way of running your business. Instead, you should think of each ad as if it were one of your salespeople or employees. If this person never earned you a dollar - or if you had no way of knowing whether they were making you any money - you'd get rid of them, right?

Well, it's the same with your advertising. Your ad is just like one of your salespeople. However, your ad can be a lot more, because it's like a thousand salespeople. Ten thousand salespeople. This salesperson in print is your exponential salesperson. One little ad in your newspaper (if well conceived and executed) is like having thousands of salespeople going out into your prospects' homes telling your story. Clearly you want to make sure that these thousands of salespeople are telling your prospects the most compelling story they can - one that will motivate prospects more than any other. Without testing, you have no way of knowing what this story should be. One of the topics I'll discuss in this month's newsletter is the importance of testing, and the only way you can test and measure your marketing efforts is if every piece you run has a direct response component to it. This is the foundation of my ARPS (Automatic Reverse Prospecting System.)

I used to meticulously track and measure each response by hand. Every one of my ads had a unique ID# attached to it (which prospects could reach through an 800#). I would call in to pick up my messages and manually record on a chart how many messages I received for every ad I ran. This was an extremely time-consuming process that was subject to human error. But I knew it had to be done, and the results I recorded and tracked became the basis for major changes and fine tuning of my marketing efforts.

Automated Hotline System

This is still the case, but my system for tracking and measuring the necessary testing data has vastly improved over the last few years. I now use a fully computerized and highly efficient automated hotline system (provided by CSG Phone Direct ) which, among other things, generates automatic and accurate test results in real time which I can easily access off the internet any time I choose. I monitor these tracking reports every day, allowing me to know immediately what worked best and what didn't work as well. I'm able to quickly finetune the process, and then regroup and revamp my ads, ready for the next day.

With your Quantum Leap System, I've selected some of my best performing ads and given them to you ready to go. It's important, however, that you know what went into the process of selection. I haven't just arbitrarily chosen these ads. Instead, I had prospects choose them. Prospects' responses are automatically and meticulously recorded, and these results drive the future marketing choices I make for my business. In effect, it is my prospects who are the Directors of Marketing for my business.

However, even though I've provided you with ads which have proven to be effective for me and hundreds of other Quantum Leap members, you should also be tracking and testing how well each of these ads does for you.

Test Every Aspect of Your Ads

You should test not just which ads to run, but also where, which days, how often, etc. It is therefore very important that you incorporate an automated hotline system into your business. Most of you will have taken this important step already, but if you haven't, you can call the hotline company I use, (CSG) directly at 1-800-858-8889.

Because this testing process is ongoing for me, over time you can expect that I will find and develop new and better performing ads. In fact, right now I'm compiling my newest and best performing marketing campaigns for use in your business. On pages 8 and 9 you'll find an order form for my brand new and improved Y2K Marketing Manual.

This vastly improved marketing manual not only gives you new and better ads, but it also explains in meticulous detail all the new learning, ideas, strategies and methodologies which testing and experience have allowed me to develop and finetune over the last two years. No matter how long you've been a Quantum Leap member, you owe it to yourself to update your knowledge with my knowledge. I know it will make a difference in your business.

I don't arbitrarily choose the ads that I feed into my ARPS. Instead, I have my prospects choose them. Prospects' responses are automatically and meticulously recorded, and these results drive the future marketing choices I make for my business. In effect, it is my prospects who are the Directors of Marketing for my business.

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