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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.