Archive for: May, 2023

5 Steps to a Successful Direct Mail Campaign

May 27 2023 Published by admin under Uncategorized

Begin with the Mail Piece

A direct mail advertisement should be attractive and well designed. Size, dimension, layout and colour are important elements to consider when developing your piece.

• Personalize your message.

• Make an irresistible offer and promote it in the first paragraph.

• Spell out the benefits of your product or service. Point out your uniqueness. That you’re offering something different and better than your competitors.

• Repeat your offer and the benefits of your product or service at least three times in your piece.

• Involve the reader, get them to send something back to you. Ask them to check boxes, answer a question, fill in the blanks, circle words, use stickers. These are all fun techniques that can improve response rates.

Get on Target

The mailing list you decide on will make or break your postal campaign. The most critical step in guaranteeing your success is to target, target, target. Seriously consider who you are trying to reach.

There are databases of business and residential names and addresses available for almost any type of mailing, so the more precise you are with your selection, the faster, cheaper and better the results.

• For a consumer list, consider geography, household income, age, gender, number of children, profession, credit status, buying patterns, hobbies, and special interests.

• For a business list, consider geography, industry, SIC code, company size, revenue, size of the business, annual sales, number of employees and job titles.

The idea is to be as specific as you can, so that you can target your best prospects. Targeting your best customer profile cuts the waste of marketing to someone who has no interest or need for your product, saving you and your company time and money.

Choosing the Right List

Once you have established who you want to reach and have a selection of lists to choose from, you need to review each list and determine which is best for you.

Cost – the cost of a list depends on the quantity of records and how many options or ‘selects’ are included. The more selects you add to a campaign the more specific the records are going to be. This of course increases the list cost, however it also increases your return on investment as you filter out those less likely to respond to your promotion.

How often is the list updated? You want a list that’s been updated frequently so that it’s accurate.

How often is the list used? If it’s used often, that suggests that it has a strong response rate.

Response vs Compiled

• The people on a response list have responded to previous mailings and may even have made a purchase. This is the most expensive list to use, but it has the greatest potential for growing your business..

• The people on a compiled list are drawn from many sources such as telephone listing and census bureaus is usually less expensive to use than a response list.

Test!

This is one of the most important tips. As mailing lists tend to be large, try sending your promotion to a small test group first, instead of sending it out to the entire list. This allows you to determine how well the list will perform. It’s also a good idea to test a new list against one that you know works for you, so you can compare the results. You might even want to test two or more new lists at the same time. Doing a trial run will allow you the opportunity to refine your direct mail piece, saving you time, money, and hassle!

Track your Success

Before you start your campaign, make sure you have the tools in place to measure the results of your campaign. This is often accomplished by assigning key code to the list; this is especially important if you’re using more than one list and want to see which one performs best. Responses are attributed to the appropriate key code as they arrive. When your campaign is complete, be sure to spend time analyzing the results. Determine which mailing lists worked, which ones failed. Why did some fail while others succeeded?

This new knowledge will help you improve the results of your next campaign.

Response rates vary on the product, the offer, the look of the mailer and your list. The industry standard is somewhere between a one and three percent. Although this may sound low, keep in mind the true test of success depends on how much a customer is worth to you over the next 5, 10 or 20 years. Will your customer buy more than one of your products in their lifetime? And remember that one new customer is a potential referral source to many other new customers.

Direct mail is a powerful direct marketing tool. But it is important to realize it’s a constant process of continued mailings. You need to keep your name in front of your existing customers. That way, they won’t forget about you and go somewhere else.

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Direct Mail Marketing

May 26 2023 Published by admin under Uncategorized

People always hear that the only permanent thing in life is change. The majority can not dispute that fact because it is true in every sense of the word. Change is everywhere and it is a fact of life. Change can be seen in every view whether micro or macro. On the business side, everything is changing as fast as everyone could ever imagine and it is amazing to some extent.

One change that can be discussed is the change of approach of direct mail marketing. Gone are the days of pasting stamps on the envelopes. Putting the mail on the mailbox is also gone. To be brief, using the postal service is no longer as abused as it was before. The decline of the usage of the postal service is brought about by the introduction of electronic mail or email for short. It is a vast upgrade to what was used before in the business world. It is several notches higher than the postal mail because of several reasons. The main reason is the speed that it offers in using the email. The speed is in no comparison to that of the use of the old system of the postal service. In marketing your product using the email, sending the information or articles from point A to point B is just a matter of seconds. The location doesn’t even matter as long as both parties have access to the internet. This is a positive change in direct mail marketing that will surely benefit everybody.

The face of direct mail marketing today is a far cry from before. Articles or information are being sent to almost everybody because of its accessibility and affordability to maintain. As the old players of the market would say, it is a whole new ball game because of the drastic change. Using direct mail is now an integral part of their process in reaching out prospective customers.

The great disadvantage that one can point out on the side of the recipient of direct mail marketing strategy is the proliferation of spam mails. These are cumbersome to everyone because it tends to be annoying. Sometimes, it is also one way of getting a computer virus. Marketers can’t also blame the cold reception of some individuals on this kind of strategy because of the obvious reasons. A workaround for this dilemma is to make mail to be delivered as personalized as possible. In this way, mail marketing would be successful to a point. It may entail more time but the positive results would greatly be doubled. Everything in marketing especially in direct mail requires perseverance and this one is no exception to that rule.

To sum up everything, doing direct mail today is very different from the past experience. However, the content, the way it is being be delivered may be different but the concept or the goal of the direct mail remains the same which is to spread information and make ordinary population into prospective customer. The said change on direct mail may be a rough road to trek to some people but to the people who experience marketing via direct mail during the past, it is as easy as changing diapers of a baby.

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Ad Conversions – The Heart of Your Home Based Network Marketing Business

May 25 2023 Published by admin under Uncategorized

Anyone wanting to generate leads for their home based internet marketing business should learn how to convert advertising dollars into profit through the simple concept of response conversions. Response conversions are the number of responses you receive from your ad you placed in a particular media. If you spend $1,000.00 on any media (Google ad words, post cards, general ads, etc) you need to determine your cost per lead (CPL). From there you next figure out your leads to orders. For example if you advertise on Google ad words and spend $1,000.00 in advertising and it generates you 100 leads then your cost for those leads would be $10.00.

If however you only received one order your cost per order would be $1,000.00. That would not be so good if the product or service you’re marketing generated only $200.00 for each order. This situation would only be profitable if: 1) your product or service is selling for over $1,000.00 or there is a back end sale which combined with the original order generates over $1,000.00 In this situation you would have a loss. Your cost of leads are $10.00 and your conversion from leads to orders is 1%. Not so great.

So what makes your advertising successful. Well… there are a few ways to generate a profitable marketing campaign and be “in profit” with the product or service you’re marketing. The one that I find works the best is “testing”. Always test your media first. Spend only 10% to 20% of your initial marketing budget on a few media (3 is a good start). Once you get your conversion results you can have more confidence in where to focus your ad dollars. In the business of on line and off line marketing, always test, test, test, to see what marketing media will “pull”. A good pull cost is $4.00-$7.00 CPL with 2%-4% of your leads converting to orders. If you start to generate these type of #’s on one of your tests you have a winner. So go ahead and roll it out! Fire up the old calculator, do the math and start converting the numbers into how much money you will make on your next campaign.

Wishing you much success

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Direct Marketing and the Internet

May 24 2023 Published by admin under Uncategorized

By putting the power of the internet, the most powerful marketing tool combined with a product that has a huge and expanding market, you now have the ability to get in on the perfect storm and create a life of personal freedom and financial freedom today. This is just the beginning. The millions being made daily of network marketing will astound you. A new homebased business opens every 11 seconds, yet the sad fact is over 90% will fail. This is for the simple reason that folks quit. Largely because of the lack of support and training. Another problem is that what is being marketed can be picked up at the local store immediately rather than waiting for delivery. Yet, the point and click generation is alive and well for the right product.

Personal development is an exploding industry even in this soft economy. In fact a Arizona based multi-national (147 countries) company reports an increase in revenues of 50% for the first quarter of 2009 compared to the first quarter of 2008. This company, a leader in the field prides itself on a dynamic team approach, training and support and commitment to integrity. Based upon the Power of Positive Thinking and the Law of Attraction as found in the book and DVD “The Secret”, this personal development program is unique and proven.

These concepts are not new, but the times, the contraction of the earth and the explosion of information have created a siren call for answers and people are turning inward to their own personal power and how it relates to the highest power. We are no longer like sheep blindly following what governments or corporations tell us. We are taking personal responsibility for our success and happiness. It really is the American way and the way of any free thinking people.

BE, DO, HAVE. BE now become the person you want to be when your goals have been accomplished and attract those goals to your life you will HAVE. The keystone is DO. This requires action on your part. You can visualize, meditate, astral project or what have you, but, unless you use your natural talents and drive, nothing will happen. So, DO!

Contact the author for information on this opportunity to impact your life and the lives of others and make some serious money in the process.

Be well, Peace.

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Catalog Marketing Ideas For Catalog Marketing Results!

May 23 2023 Published by admin under Uncategorized

I’m going to share some catalog marketing secret facts with you! Catalog marketing fact:25% to 30% of catalog customers start reading somewhere other than at the beginning! Interesting, but how can we use this information?

Well, we seem to design catalogs with everything in logical order from the front cover. We explain things, tell them who we are and stuff like that at the beginning of each catalog. While there’s nothing wrong with this, and I’m not suggesting we change it, what I have in mind is expanding it.

What if we were to scatter more information throughout the catalog? Info on who we are and what we are offering as well as to keep reminding them of why they should buy from us, not our competitors.

That warm and fuzzy stuff you usually put at the beginning of your catalog: Letter From The President, Guarantee, Photos of The Employees, and Photo of Your Building. We should try to scatter more of this throughout the rest of your catalog. Especially your powerful Guarantee! (What, you don’t have a powerful guarantee? Contact me right now!)

This guarantee should be on a number of your pages and referred to now and then in your copy! It’s amazing many sales are made not only because there is a guarantee, but because it is powerful, I wonder how many sales are lost because there is no guarantee or because it is a negative one?

Wonder how many more returns you will get if extend the length of your guarantee? Or even drop the time limit? By how much can a guarantee increase your catalog response?

So, let’s do our selling on every page of our catalog. Then no matter where someone starts reading, they will be sold. Too many catalogs are boring. While they may have a nice letter at the beginning of their catalog, the rest of the pages are cold. Gee whiz, the first step in selling is be friendly.

I may be getting off the subject a little here, but it’s hard to hold me back… I feel that the ideal catalog is one that sets a friendly, helpful tone that’s carried over to every part of the catalog.

Don’t just have a letter at the beginning, and then ignore them throughout the rest of the catalog! This same person that is trying to be friendly in the letter should be there in all the copy throughout the catalog with the same friendly helpful tone.

Guide them, point out things. When writing copy, don’t limit the conversation to just this product. “Remember that red dress we were looking at on page 5, wouldn’t this go great with it?” or “Of course this will look great on you and please check out the red belt on page 23 that seems to be made just for this dress” Use your catalog to lead them, help them, make them feel appreciated, turn them into friends so they will want to order from you and keep coming back!

When you are done reading this, be sure to click on the “EXAMPLES” navigation button at the top to see how I’ve done this in some catalogs I’ve created.

While we are discussing letters from the president, guarantees and stuff like that, I’ve seen too many catalogs (especially B-to-B) that clutter up the first few pages with boring stuff.

I like to see a large, powerful letter from the president on the inside front cover and maybe your guarantee and a photo of the staff. But no ordering info or other stuff on the next page. Let them see what you are offering before they get bored and leave.

Use page 1 to start selling your most powerful products. Show some great stuff popping off the page. That’s what they came here for, give it to them! Maybe use this page for bargains, clearance items, new releases or something special like that. Make it exciting, have those products reach off the page and grab that prospect!

CATALOG MARKETING FACT:9 out of 10 marketing executives say lots of pictures are the most helpful feature a catalog crossing their desk can offer.

Did you catch that? Yes, even a B-to-B catalog needs great looking photos and plenty of them! If this is so important, why is it that most B-to-B catalogs are downright boring?

And there’s more to it than just putting lots of product photos in your catalog, make the content of the photos interesting and then bring the layouts to life and make them exciting. Use border edge treatments. Drop shadows, overlap photos, have the photos overlapping other elements and extending off the pages edges!

When you have a number of similar product photos on a page with all of them about the same size, it is boring and none of them will get noticed. The reader will just go on to the next page or net catalog. Just take one of the photos and make it larger than the others. Play up this product and make sure it gets noticed. Now that you have grabbed their attention, they will also check out the rest of your products on that page.

Have you noticed how boring the product photos in B-to-B catalogs are? Just a shot of the product. I like to see people using the products, demonstrating them, bringing them to life! You would be amazed at this would do for your profits! Do you remember all those Viking Office Products catalogs that had large photos of the CEO holding products, pointing them out to you, or handing them to you? That stuff works! Most folks would prefer to buy from a human than a dead catalog. So bring your catalog to life!

And now for one of the most powerful selling things you can do… use photo captions! Somewhere in my “CATALOG FACTS & FIGURES” report I’ve mentioned that percentage that it can boost sales for a product. Take my word for it, it works!

This is such a great way to get your message across. It’s human nature, they see the photo and look under it to read what it’s about. The facts show that the first thing the look at on a page is the photo and number 2 is the photo caption. That’s why is so important to put your catalog copy under each photo.

Don’t make them try to match the copy to a photo by matching up a letter or number somewhere else on the page. So often this done by folks more interested in a nice page design than making a sale. Be ready, have your descriptive and selling info right there, this is your opportunity to make a sale, don’t blow it.

CATALOG MARKETING FACT:The 4 most prominent areas in a catalog are: 1. Front Cover, 2. Back Cover, 3. Center 2 Pages, 4. First 2 Pages Inside the Front Cover.

OK, I’m sure you’ve realized this already. Interesting though how many catalogers aren’t taking full advantage of many of these powerful areas. I’ve seen so many back covers that are just wasted space. And how many times have you opened up a catalog to center and found boring stuff there? This is the spot for a powerful 2-page spread that will knock-their-socks-off!

CATALOG MARKETING FACT:33% of marketing executives want catalogs to be more specific to their business.

It makes sense, the more your B-to-B catalog is tailored to each type of business with special covers and copy, the greater your sales.

A friend of mine produces a catalog stuffed full of his scheduling and planning products. He takes advantage of this by using a different cover for each segment his prospecting catalogs are mailed to. For instance, if he’s mailing to car dealers, the cover shows his products be used at a car showroom. Sure, it’s a lot more work, but it pays off!

CATALOG MARKETING FACT:A study based on 224 people over 4 years, showed that when using a serif typeface in direct mail and catalogs, 67% showed good comprehension compared with only 12% when sans-serif is used.

Making a catalog easy to read and follow is so very important. When we start using type styles and graphics foolishly, we are liable to hurt our results. Our first consideration should be what makes it easiest for that potential customer to read and understand.

You need them to read and be convinced by you’re your catalog copy in order to get that order out of them. Remember, it takes a well thought out layout just to get that reader to start reading our copy.

There are so many little things that can get them to give up and move on, such as small type, type in hard to see colors, designs under the copy or type made to form a special shape. That’s all it takes.

CATALOG MARKETING FACT:Copy that gives the reader helpful advice gets 75% more readership than copy that just deals with the products.

Not only are you going to hook more of them, but they will realize you are an expert in the field, buy more from you and also keep that catalog around a lot longer.

A good example of this is the PC Nametag Catalog which contains meeting tips.

CATALOG MARKETING FACT:Adding tips, techniques and ideas to your catalog copy and side bars increases response and catalog retention. One cataloger tested this and showed a 50% increase in response.

OK, after reading the previous item, you were probably saying “Yeah, 75% more readership, but did it increase results?” So that fact is for you!

CATALOG MARKETING FACT:25% of Tonquish Creek’s (cataloger of police & firefighter related gifts) revenues come from trade shows.

Is this an additional source of revenue you are passing up? Does your business lend itself to promoting at trade shows? Don’t just sit there, go where your customers are, no matter where that may be!

CATALOG MARKETING FACT:Computer Discount Warehouse sales are growing at 60%. Their secret? “We service the hell out of our customers and provide them with superior products and prices.”

Making the most of your customers will payoff. But don’t just mail them more catalogs, Communicate. Treat them just like they are special, because they are. Put together a best customer club for them. Hit them with personalized letters, newsletters, postcard reminders and more.

CATALOG MARKETING FACT:A personal letter with your catalog can increase response by as much as 25%.

When sending out a catalog in an envelope, put a letter in there, make it powerful, give them a special offer, bonus or discount coupon. If you aren’t using envelopes to mail out catalogs to new requesters, consider it. The letter can really boost your response. And don’t limit yourself to that 25% figure, try for 100%! Come up with a great offer and a powerful letter. Need ideas? E-mail me at [email protected].

CATALOG MARKETING FACT:Gymboree (children’s clothing & toys) on mailing of first catalog got a 5% response from a list of their retail customers, 1% from outside lists.

Your customers are always your best bet. Although customers from your retail store can be hard to judge. If they aren’t mail order buyers, they are hard to convert. Consider a mailing that also encourages them to come back to the store, not just order from the catalog.

That 1% from outside lists doesn’t look too good. I’d take a closer look at that selection of lists. Watch out for those list brokers, they usually have you mailing to a broad group of selections. Try different sources, such as list trading.

CATALOG MARKETING FACT:A large cataloger began publishing a catalog of excess items calling it their “Outlet Catalog” it was printed on newsprint, tabloid style, with red as a 2nd color. It’s biggest success was when mailed to lapsed customers, reactivating 5% to 10% of these old customers.

It pays to be different and try different methods. Your customers may get bored with the same old catalogs. Plus it is important to look like you sound. What did I just say? What I mean is if you are talking big savings and closeouts, look like a discount catalog, use cheap paper and warehouse-looking design.

Plus, this brings up another point, don’t give up on your customers without a fight. It may not be that they quit buying, it’s probably because you quit selling. (Hey, I like that one, I’ll hang it on the wall with some of my other great sayings.) Try different things before you give up on that customer… maybe a catalog in an envelope with a special letter and discount coupon.

Even try putting them in your “Best Customer Club.” (If you want them to be good customers, making them seem like good customers may help. Well, it made sense to me. If everything else fails, send them a special personal letter and ask them why they aren’t buying from you! (Tell them about your starving children.) Their response will be interesting and enlightening. I’ve seen these letters shame a number of old buyers into buying again.

CATALOG MARKETING FACT:Back in the 80′s Fingerhut tested mailing to its customer list 30 times per year instead of the usual 20 times. After one year they found that it produced greater sales without diluting the profitability.

As I always say: “Don’t be afraid to mail too often, just be afraid of not mailing enough!” Many catalogers have complicated systems of mailing to customers based on their buying history. The best customers may get a catalog every week.

Also consider smaller specialty catalogs mailed to customers who have bought this type of product in the past. For example, Computer Discount Warehouse could mail out an 8 or 12 page catalog or newsletter style mailing offering a certain selection of software, or even push just one item.

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The Cons Of Using Direct Mail To Advertise Your MLM Company

May 22 2023 Published by admin under Uncategorized

Direct mail has many positive attributes that will help promote your MLM opportunity for your MLM company. However, there are some draw backs.

Here are some of the drawbacks of using direct mail:

Requires expertise. Direct mail isn’t easy to use successfully. Experts spend years studying and testing the details. Selecting the right word for a headline, including a particular phrase in a letter, choosing the right color for a brochure or postcard – each of these decisions and many others can make or break a mailing. Know what you’re doing or hook up with someone in your company who does.

Doesn’t always get opened. Lots of people think direct mail is junk mail. Frankly, a lot of it is! Your recipients must be willing to open your package. If they have no interest in your offer or don’t like the look of your envelope or your postcard turns them off, your mail gets deposited in the wastebasket.

Costs money, sometimes too much money. By the time you pay for the use of a mailing list *if you don’t have your own), buy envelopes, pay to print or photocopy letters, buy tapes or brochures, spend your time or pay for someone’s time to stuff the contents into the envelope, and then you buy postage, you may have $1 to $5 invested in each mailing piece. That’s a lot of money when you’re mailing hundreds or thousands of pieces at a time. It’s really a lot of money if the mail doesn’t get opened! (Don’t do this, however, until you’ve sampled the market)

I would suggest that if you are using the internet to attract MLM prospects for your MLM company, that you perfect that portion of your advertising first. Then, I would invest in direct mailing.

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These Four Things Will Make Your Direct Marketing Successful

May 21 2023 Published by admin under Uncategorized

Direct marketing is built on four things. The other way to look at it is that when you think direct marketing is not working only one of four things can be wrong. Let’s look at each.

1. The Target – This is who you are sending your marketing to. The target is your list and the list is your market. These are the people most interested in what you have to say, what you have to offer and what you have to sell. These are interested prospects, hopefully, that will want what you have to sell. If this group does not want or need what you have then your target needs changed. Your target does not represent your market in this case.

When working with list brokers, you can specify what your ideal target, ideal client or market should be. This is where most people think of demographics. How big a company is, what the income is or sales level is, where they are located, their age, their family size, etc. All of this defines your target and the tighter the definition of your target, the higher the probability of success.

TO-DO: Write out the description of your ideal client. Contact list brokers and see how many of these there are. Make sure to specify geographical areas. Determine the cost of such a list. Buy the list and start mailing to it over and over and over on a frequent, consistent basis.

2. The Vehicle – This is what you are sending to your list. In the world of direct mail its pretty simple: A letter, A postcard, A catalog or a three dimensional package. Professional companies like letters. People that are on the run, multi-tasker entrepreneurs may prefer postcards. C-level officers buying high ticket items may prefer a package. Consider this when determining your direct marketing campaign budget and base it on what you think your target market will want.

3. The Message – This component of direct marketing is what you are saying to your market; to your audience; to your list. This is also where you develop and communicate the offer that you are seeking a response to. Your job with the message is to communicate benefit oriented information and advantages that will motivate the prospect to take some type of action. The action might be a sale, a phone call, a visit or a web-site visit.

Think of a coupon. That is a response mechanism. The prospect sees the value and product offering on the coupon and visits a place of business and redeems it, all conforming to benefit communication and motivation to action.

4. Frequency – So many times people try direct marketing and give up because of low response. They typically give up before giving the campaign enough time to work. We are inundated with marketing messages everyday, therefore it takes repetition and consistency of delivering that message to match up with timing and desire to the point where the prospect will take action.

The rule of thumb is 6-8 times will create the top of mind awareness in the mind of your prospect so that they think of you, your product or service when their need or want arises.

Concentrating on just these four marketing components will help you develop the highest probable direct marketing campaign for your products and services.

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Real Estate Appraiser – Santa Cruz County Market Update

May 19 2023 Published by admin under Uncategorized

Values for single-family homes in Santa Cruz County continue to rise, but the number of active and pendings reached a four-year high last month. The following is a snap shot of recent market statistics covering the single family housing market in Santa Cruz County. The analysis presents a broad-brush overview of market indicators such as median sales price, month’s of inventory, and sales volume.

Median Sales and List Price:
The median selling price of a Santa Cruz County single-family home increased last month on a year-to-year comparison. The median sales price of such a home was $647,000 in October 2013 versus $715,000 in October 2014, a boost of 10.5%. Last month, the median sales price was $665,000.

Month’s Supply
The inventory of active listings has long been a vital leading indicator of housing market dynamics. Ultimately, the inventory ratio provides the best predictor of near-term market direction and one of the major keys to understanding price shifts in the market.

There was a 4.2 month supply reported in October 2014, which is the first time there’s been over four month’s supply in 2.5 years. While the increase in supply could be a sign of stabilizing values, it is still below the nine-year average of 5.3 months. Even at four months of inventory, the median sales price will likely continue to climb, albeit at a slower pace.

Days-On-Market
Another indicator of market dynamics is the number of days a property is on the market prior to being sold. As demand increases and supply shrinks – the time it takes to sell a property will decrease. For days on market, the median tends to be a better indicator as the average can easily be skewed.

Historically, days-on-market for a home in Santa Cruz County ranged from 15 to 128 days, and averaged 47 days. Currently, the October 2014 median days on market is 32 days, nearly identical to the 33 days reported in for the same time period last year.

Sale-To-List Ratio:
Limited supply and pent up demand will tighten the ratio of sale to list price. Historically, sellers have been able to command approximately 98.0% of asking. The October 2014 sale-to-list ratio is 99.0%, which is just slightly under the 99.40% reported in October 2013.

Number of Sales and Number of Active/Pending:
The volume of single-family home sales was down slightly. Last month, 167 single-family homes were sold in Santa Cruz County, compared with the 172 sales in October 2013; a decline of about 2.9%. Active and pending homes have seen a more significant jump. In October 2014, there were 698 active/pendings compared to the 467 reported in October 2013. That’s a 49.5% increase, and the highest number of active/pending homes since October 2010.

If the housing supply continues to increase, values should begin to stabilize. If this supply crosses the six month mark, active listing and pending inventory will be above the nine-year average and we should see prices start to decline. In our research we have noticed that the Santa Cruz housing market typically trails the housing market in the rest of the Bay Area by 9 to 12 months. If we see home values decline in the Bay Area, we can expect this to spill over to Santa Cruz within the year. As of right now, the current market activity supported by historical trends suggests slow but modest price increases in the Santa Cruz single family residential market.

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Marketing Webinars – The Greatest Untapped Secret on the Internet

May 17 2023 Published by admin under Uncategorized

Do you want to know the number one secret to my success on the internet? It is an incredible tool called marketing webinars. Webinars are basically an online seminar. I use webinars to get more sales, get them day in and day out, and get them automatically. By using a business webinar effectively, you can dominate your niche and reap the rewards. That is how people sell tremendous amounts of products and services on the internet.

Both offline and online business are using webinars. Video is here to stay. A webinar is really just controlled television. It gives people information in the way they are used to finding it, which is on the television.

The powerful thing about marketing webinars is that you can sell one to many, instead of selling one to one. That is a key part of webinars. This also frees up your time to do more of what you enjoy.

Imagine getting people on a business webinar and only spending your marketing – direct marketing, direct mail, or phone calls, or appointment setters – on the people who have actually raised their hand and hung in with you for a sixty minute webinar. That would be a pretty big pre-qualification.

Webinars allow you to get in front of a lot of people, having a 1-100, 1-500 or even 1-1000 ratio. The location does not matter. You can reach people all over the world! In essence, you can get people to raise their hand about your topic, and then spend your marketing effort and dollars on them.

One of the greatest things about webinars is that you can get the attention of your potential customers and keep it as long as necessary to make the sale. This is because webinars are very interactive. With webinars, you can create an event and give them a reason to buy now, as opposed to tomorrow, or next week, or next month, or even next year.

Without a doubt, marketing webinars are an incredible tool and worthy of much more attention than they get. Webinars have really transformed my business and I truly believe that they have the potential to transform yours.

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The Latest & Greatest Sexy New Marketing Secret

May 16 2023 Published by admin under Uncategorized

“Gentlemen, this is a football.”

- Vince Lombardi

Dear Friend,

I know a little bit about weight training.

Unfortunately I haven’t been able to do much since breaking my L-5 vertebra in my lower back last year and rupturing three disks.

But I do know how to gain muscle and lose fat. (I would hope so. I’ve been working in the musclehead niche for 15 years!)

It’s a weird niche.

The truth is, building muscle and strength isn’t all that complicated.

You need to lift heavy weights and eat a lot of the right foods.

It’s pretty simple.

I didn’t say easy… just simple.

But you can’t sell a bodybuilding system that says “lift heavy weights regularly and eat a lot of food.”

People don’t want to hear that. They want to hear there’s some kind of sexy new secret, shortcut, magic pill, etc.

Releasing my first Doberman Dan product last week has been a learning experience. I really didn’t expect to run into the same mindset as the bodybuilding market… but it’s there.

I discovered that the Internet Marketing, direct response marketing, copywriting, and “how to make money” niches have a lot in common with bodybuilding.

In both markets what REALLY works is tried and true principles. But apparently the market doesn’t want to hear the truth.

That’s why all these Internet Marketing gurus have to INVENT new techniques with sexy names in order to sell more and more products.

Another Gary Halbert Story…

One of Gary Halbert’s other protégés told me this story. (It was either Caleb O’Dowd or Scott Haines… I can’t remember.)

Halbert went to a seminar a couple years back with a bunch of different break out sessions. There was everything from beginning mail order sessions to the ultra-complicated direct mail regression analysis.

Guess which one Halbert went to?

The beginning mail order class.

Now Halbert had been writing copy for almost 40 years at that point. He had penned some of the biggest winners in the entire history of mail order.

Why would he go to a beginners mail order class?

Gary said that if he was forgetting something, there was a 99% chance it was in the basics.

The Great Vince Lombardi

The great football coach Vince Lombardi began every new season with a lecture to both the veterans and the rookies on the basics of football.

He literally held up a football and said, “This is a football.”

He talked about its size and shape, how it can be kicked, carried, or passed.

He would then take the team out onto the field and say, “This is a football field.”

He took them around the field, describing the dimensions, the shape, the rules, and how the game is played.

Apparently he did that every year… even after the Green Bay Packers became NFL champs and won the first two Super Bowls ever played.

Can you imagine how “basic” and boring that must have sounded to his veteran players?

Apparently Lombardi believed that no matter how advanced his veteran players were, they still needed to be coached in the basics.

Maybe that explains why Vince Lombardi was one of the most successful coaches in the history of football.

Do you really KNOW it?

You see, there are a lot of “experts” on the web sharing their “knowledge”.

Their “knowledge” consists of parroting stuff they’ve heard other people say… or stuff they’ve read in a book.

Or worse, parroting what they’ve read online from another person parroting stuff they’ve heard other people say.

Everything I share with you on this site is stuff I’ve LIVED. I’ve got the battle scars to prove it.

Sure, I originally discovered the principles and concepts from books, seminars or other people. But I didn’t start really learning it until I started DOING it.

Whenever I hear somebody say they already know what I’m teaching… that almost always means they may have heard it or read it before… but they’ve never actually DONE it.

And if you haven’t done it… you don’t know it.

A lot of people in this niche think they know the basics so they go off chasing the next latest and greatest “secret”.

And there’s no shortage of people willing to sell them their “marketing fantasy” for big bucks.

Unfortunately these poor souls are off chasing fantasies that are never going to work.

If Gary Halbert spent his career focusing on the basics, what makes you think you don’t have to?

The 3 Ways To Make Money

Like I said in my “Master Success Formula” there are really only 3 ways to make money and build your business.

97% of business owners only focus on one out of the three. The few that “get it” and focus equally on all three experience quantum leap increases in income.

But let me be totally transparent with you…

The Master Success Formula is not sexy. It’s not a “magic pill”.

It’s based on decades of tried and true principles that flat out WORK.

The bad news is… it requires work. (Gasp!)

Yup, you gotta implement the Master Success Formula (or any basic marketing principle, for that matter) if you want the results.

If you just read it or study it, then you don’t really know it.

I’ve noticed a lot of the younger guys and newbies in this niche (especially the ones that are IM guru disciples) don’t really know the direct response basics.

They’re always off chasing fantasies looking for the newest “secrets”.

The truth is, there are very, very few new discoveries and secrets in direct response marketing.

In fact, you can learn the basics of direct response in a weekend.

And it will only take you a lifetime to master it.

So stop chasing fantasies and buying into the “magic pill” myth.

Focus on the direct response basics. They’ll take you where you want to go.

If it’s good enough for Gary Halbert, it’s good enough for the rest of us.

All the best,

Doberman Dan

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