The Power of Choice
The Power of Choice
In his newsletter, Alan asked if I would take a few minutes to complete a brief survey. In return he offered to send me my choice of one of several handbooks he has written. He included a link to a page on his web site that provided descriptions of each handbook and showed pictures of the covers (http://www.raisersharpe.com/handbooks/index.htm).
Being a perpetual student of copywriting, I took the bait. And I couldn't wait to complete the survey and get my handbook.
The survey itself was painless. In just a couple of minutes I answered the few short questions Alan asked. Apparently I wasn't the only one to do so, either. As of 6:30 this morning, Alan reported that he had received the following response:
-> Number of opt-in subscribers who received the e-mail: 2,772
-> Number who opened the invitation: 790 (28.5%)
-> Number who clicked on the survey link: 405 (14.6%)
-> Number who participated in the survey: 342 (12.3%)
That's a decent response by almost anyone's standard!
Of course, getting 342 people to fill out a survey and send you feedback is good business. It will surely give Alan a good feel for his current market. But that's not the real genius of his approach.
What was really clever about Alan's offer was that, in asking completers to review his library of handbooks and request the one of most interest to them, he caused a significant and immediate spike in web site traffic and got current and prospective clients to look at his books.
Furthermore, he learned precisely which copywriting issue is most important to each respondent. With a broad range of topics to choose from, the handbooks that people select reveal exactly what problem they feel most motivated to address. Prospects self-identified their area of greatest need, and Alan gained great insight into how to help them solve their problems and achieve their goals. What a wonderful prospecting and pre-qualification device!
Very impressive. Very impressive indeed. But what else would you expect from someone who claims to have milked a cow. And traveled with the circus. And taught children with disabilities how to downhill ski. Climbed the Swiss Alps, lived in a snow hole, preached verse-by-verse through The Gospel of Matthew, built a root cellar, eaten a penguin egg, lived in Jane Fonda's old house in Paris, found his wife on the Internet, walked Ken Thompson's dog, adopted two boys who have Down syndrome, slept through a live performance of Swan Lake, photographed terrorists from bushes, scuba dived with leopard seals, and had his clothes inspected by Her Majesty Queen Elizabeth II.
Suffice it to say, he has a unique perspective on a lot of things. If anyone could have thought of this powerful approach to lead generation, it would have to have been Alan Sharpe.
The Power of Choice - To learn more about this author, visit Robin Johnston's Website.
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Just last week I received an e-mail newsletter from copywriting expert Alan Sharpe (www.raisersharpe.com). Alan is a talented direct mail copywriter, coach and newsletter publisher who helps clients in a variety of industries.
In his newsletter, Alan asked if I would take a few minutes to complete a brief survey. In return he offered to send me my choice of one of several handbooks he has written. He included a link to a page on his web site that provided descriptions of each handbook and showed pictures of the covers (http://www.raisersharpe.com/handbooks/index.htm).
Being a perpetual student of copywriting, I took the bait. And I couldn't wait to complete the survey and get my handbook.
The survey itself was painless. In just a couple of minutes I answered the few short questions Alan asked. Apparently I wasn't the only one to do so, either. As of 6:30 this morning, Alan reported that he had received the following response:
-> Number of opt-in subscribers who received the e-mail: 2,772
-> Number who opened the invitation: 790 (28.5%)
-> Number who clicked on the survey link: 405 (14.6%)
-> Number who participated in the survey: 342 (12.3%)
That's a decent response by almost anyone's standard!
Of course, getting 342 people to fill out a survey and send you feedback is good business. It will surely give Alan a good feel for his current market. But that's not the real genius of his approach.
What was really clever about Alan's offer was that, in asking completers to review his library of handbooks and request the one of most interest to them, he caused a significant and immediate spike in web site traffic and got current and prospective clients to look at his books.
Furthermore, he learned precisely which copywriting issue is most important to each respondent. With a broad range of topics to choose from, the handbooks that people select reveal exactly what problem they feel most motivated to address. Prospects self-identified their area of greatest need, and Alan gained great insight into how to help them solve their problems and achieve their goals. What a wonderful prospecting and pre-qualification device!
Very impressive. Very impressive indeed. But what else would you expect from someone who claims to have milked a cow. And traveled with the circus. And taught children with disabilities how to downhill ski. Climbed the Swiss Alps, lived in a snow hole, preached verse-by-verse through The Gospel of Matthew, built a root cellar, eaten a penguin egg, lived in Jane Fonda's old house in Paris, found his wife on the Internet, walked Ken Thompson's dog, adopted two boys who have Down syndrome, slept through a live performance of Swan Lake, photographed terrorists from bushes, scuba dived with leopard seals, and had his clothes inspected by Her Majesty Queen Elizabeth II.
Suffice it to say, he has a unique perspective on a lot of things. If anyone could have thought of this powerful approach to lead generation, it would have to have been Alan Sharpe.
The Power of Choice - To learn more about this author, visit Robin Johnston's Website.
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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Kim CastleWith nearly two decades in the advertising and design business, with clients like Domino's Pizza, General Motors, Direct TV, Pedigree, Wolfgang Puck, Higher Octave Music, Hollywood Celebrity Products, Disney, and Paramount, as well as thousands of entrepreneurs around the world define, structure, communicate, and position their business for greater profits, BrandU(R) co-creators Kim Castle and W. Vito Montone discovered that entrepreneurs could experience the same power that big brands command for a fraction of the cost with the world's only process-based results-drive Integral approach to business creation. BrandU(R) is helping entrepreneurs grow with the power of extreme clarity from idea...to brand...to market(TM) and helping one million entrepreneurs become successful and whole so that they can make a difference in the world. Are you one of them? If you want to experience clarity all the way to the bank(TM), get started now at http://www.brandu.com. - Visit Kim Castle's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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George LudwigGeorge Ludwig is a recognized authority on sales strategy and peak performance psychology. An international speaker, trainer, and corporate consultant, he helps clients like Johnson & Johnson, Abbott Laboratories, Northwestern Mutual, CIGNA, and numerous others improve sales force effectiveness and performance. Though it's George's strategies and processes that help corporations increase productivity and performance, it's his tremendous energy and dynamism that spark the transformation. Again and again, clients remark on his amazing ability to unleash human capacity and inspire men and women to break out of their comfort zones. The result is a whole new type of salesperson. His customized presentations teach achievers to make stunning advances in their lives. From helping salespeople realize cherished dreams to helping corporations exponentially accelerate revenue streams, George Ludwig leaves audiences and individuals empowered, emboldened, and clamoring for more. George is the best-selling author of Power Selling: Seven Strategies for Cracking the Sales Code and Wise Moves: 60 Quick Tips to Improve Your Position in Life & Business. - Visit George Ludwig's Website |
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Linda RichardsonLinda Richardson is the Founder and Executive Chairwoman of Richardson, a global sales training and performance improvement company. As a recognized leader in the industry, she has won the coveted Stevie Award for Lifetime Achievement in Sales Excellence and she was identified by Training Industry, Inc. as one of the “Top 20 Most Influential Training Professionals.” Ms. Richardson is credited with the movement to Consultative Selling and is the author of ten books on selling and sales management, including Sales Coaching — Making the Great Leap from Sales Manager to Sales Coach, and Stop Telling, Start Selling. She teaches sales and management at the Wharton Graduate School of the University of Pennsylvania and the Wharton Executive Development Center. Linda is a frequent speaker at industry and client conferences, has been published extensively in industry and training journals, and has been featured in numerous publications, including The Wall Street Journal, Forbes, Nation’s Business, Selling Power, Success, and The Conference Board Magazine. Learn more about Richardson's sales training and performance improvement solutions at http://www.richardson.com web - Visit Linda Richardson's Website |
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