Keep Doing What Works :

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Never, ever change what is working unless you find something that works better.


Don’t make the mistake of dropping it arbitrarily in favor of something new.


You should continue mailing your winning letter until something beats it.


Only then do you switch.


Don’t let your spouse, office manager, or anyone else besides the market influences your decision.


In fact, there was a famous ad for a grammar course that ran for 30+ years and it still worked.


This is a simple concept, but crucial to your success.


As soon as a letter starts working, the first thing everybody wants to do is change it.


That is the dumbest mistake you could make.


Remember you are not advertising and promoting to a standing army, you are marketing to a moving parade of people.


And your letter that pulled in prospects last month will keep pulling in prospects again this month.


Because people’s needs and wants keep changing.


And your marketing message is like good radar. It keeps sweeping to find hot prospects inside its range.

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The Power of Direct Mail
Why Do not More Businesses and Practices Use Direct Mail?
The 3 Components of Successful Direct Mail
Who Are You Targeting Direct Mail?
The Secret to Selecting A Good List
What Kind of Lists Are There?
Working with Compiled Lists
Cloning Best Customers Using A Customer Survey
How to Get Survey Results?
Analyzing The Results
Working With A List Broker?
Direct Response Lists
3 Guidelines to Selecting Direct Response Lists
The Absolute Hottest List of All
The Copy and Creative
The Formula for Writing A Winning Letter
How to Create Good Direct Mail?
Headlines for Letters
What Headlines Should Do?
Headline Appeals That Last Forever
How to Make Advertising Pay?
How to Create Killer Headlines?
Tips for Better Writing
The Problem-Agitation-Solution Formula
The PS
The Irresistible Offer
Make Prospects Take Action Now
Expiration Dates Increase Response
Creating A Compelling Reason Why
Using Overlooked Assets
Holding Names Hostage in Computer
Creating Database
Segmenting Database
Birthday and Special Events
Using Preferences and Personal Details from Database
Keep Mailing Customer List with Reasons to Buy
Gathering Testimonials from Happy Customers
Bring Back Old Forgotten Customers
Getting The Message Delivered
The Secret to Double-Digit Returns
How to Use Testing for Breakthrough Marketing Results?
What Makes The Test Successful?
Understanding and Profiting from Customer Lifetime Value
How High Is High?
Testing For Maximum Results
What to Test?
Split Testing
Keep Doing What Works
How to Know What Works?
Working The Numbers
Action Steps to Maximizing Profits
The Power of Endorsements and Joint Ventures
Think about Who Has More to Gain Than You Do
Setting up The Deal
The Method to Madness
Reverse Endorse



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