1. Bundle. Don’t forget that people like value. The trick is, only the customer can define what that is. But for some odd reason, more usually seems better. It’s hard to communicate quality out of context… before the sale. Sure you can sell a book for $67 dollars, but in my experience, it’s much easier to sell a bundle of 2 smaller books, a DVD and an audio. Even if the total content is less, somehow it just works better. Can you ever go wrong delivering more perceived value to your customers?
2. The key to every successful promotion I’ve ever done isn’t the copy or the offer. It’s the fact that I had a market to speak to that was truly passionate about something before I showed up. No demand was created. It was just directed on what I was marketing.
3. Your list isn’t your greatest marketing asset. It’s the trust inside the list. You have to work to build it and it’s the easiest thing in the world to screw up.
4. The easiest (and most effective) way I’ve ever gotten the attention of a LOT of people was to tie a promotion into current events. It’s not really a “sexy” marketing technique and you might just dismiss it as too simple. It is simple and it helps to accomplish the first barrier in any promotion. Getting your message read.
5. Be authentic. Don’t be shortsighted. Do what you say you’re going to do. You are proving yourself to your audience so that NEXT time, they read your stuff with a higher level of trust than this time. That’s because you exhibited the traits of actually being trustworthy.
6. Lead. To do that you need a big idea. That’s why I never liked the idea of surveying your list then giving them what they ask for. You don’t change the world that way.
7. Stop thinking about boosting the results of your next promotion. Think about how you can change the life of your customer. That’ll take care of the promotions.
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