Just in case you missed yesterday’s email about the teleseminar I am holding, here are all the details for today’s conference call where you’ll hear fellow copywriter, John Anderson, interview me about the power of direct mail…

Time: Friday 29th January, 4:00pm – 5:15pm
Australian Eastern
Daylight Savings Time (VIC, NSW, TAS)

Phone Number to dial: 1 615 932 5997
From Australia: 0011 1 615 932 5997
Use Conference ID: 978230#

You can also listen to the web cast online at http://www.AttendThisEvent.com/?eventid=10808373

Note: If you’re calling from a telephone, pick up a telephone card from your local newsagency, convenience store or supermarket and it should only cost you a couple of bucks an hour.

Anyway, today I wanted to talk about an important aspect you must measure when you are marketing.

It’s called customer value.

Nothing secretive about the title. Customer value means exactly that: the value a particular customer is worth to you.

But if you start measuring it, you’ll find it’s quite insightful.

For instance, you’ve probably had different word of mouth referral sources in your business.

And some referrals send you crap business, while others send you great clients.

One referral source might send you an average client worth $500. Another one $2,000.

So you have an A level referral source and a C level referral source (classified in terms of value)

The same can be true with salespeople. One salesperson might generate an average sale of $2,500 while another salesperson generates an average sale of $4,000.

And the same goes with marketing techniques: one strategy might generate an average client value of $2,000 while another strategy might generate an average client value of $7,000.

So what’s the key to using this to your advantage?

Quite simply, it’s this.

Find out where your A customers (highest value) are coming from as compared with where your C customers (lowest value) are coming from.

And then do more of the things to attract the A’s while dropping the C’s.

Now what do you think is going to attract the A customers?

Running ads which every man and his dog sees on google? Or sending targeted sales letters to the EXACT sort of customers you want.

For instance, last year I sent a mailer to a very targeted client which was in the Inc. 500 list (fastest growing private companies in the US).

That client is now on board.

The first sale was in excess of $10,000.

The potential for ongoing sales is way, way beyond that.

Could it have happened with online marketing.

Maybe.

But I can tell you from experience – you need to kiss 100 frogs before you find this sort of client.

With direct mail, you can go directly to the source.

Which is why you shouldn’t miss the event I’m holding at 4pm this afternoon which will walk you through what every business owner needs to know about attracting the RIGHT types of customers with direct mail…

Time: Friday 29th January, 4:00pm – 5:15pm
Australian Eastern
Daylight Savings Time (VIC, NSW, TAS)

Phone Number to dial: 1 615 932 5997
From Australia: 0011 1 615 932 5997
Use Conference ID: 978230#

You can also listen to the web cast online at http://www.AttendThisEvent.com/?eventid=10808373

Note: If you’re calling from a telephone, pick up a telephone card from your local newsagency, convenience store or supermarket and it should only cost you a couple of bucks an hour.

Anyway, hope you can make it.

I’m into hiring mode now, so got to stop writing this email and interview a potential virtual assistant.