It is with deep sadness that we have to inform you that Hilite Ltd ceased trading on May 31st 2018.
We would like to thank all our clients, suppliers and staff for 32 great years but regret that the new GDPR regulations have made it impossible to continue as we would have liked.
Should anyone have any questions we can be emailed on firstname.lastname@example.org We only have a skeleton staff but will aim to get back to you as soon as we can.
In the good old days if you had a simple business model that worked you could keep on using the same old thing year in year out, for decades.
I have seen companies use the same simple mailing piece for 15 or more years with just the odd headline change. They mailed the offer, banked the cheques, made back-end offers in the post and made good money with little risk.
The pace of change means that what works now could be obsolete in 6 months. So what do we need to do to keep ahead of the game?
1. Test even more than we did in the past - headlines, copy, formats, offers, prices etc.
2. Look at new channels or even re-test those you may have rejected in the past.
3. Investigate more complex marketing models. Ones we've seen work well recently include:
a. Offering a free book by direct mail or newspaper ads. If the prospects call in they are upsold a continuity program.
b. Offer free reports on line if they sign up to your e-zine. The e-zine then builds a relationship with the reader by focussing on useful content with limited sales copy. Then sales content is included later in the series.