"The Marketing Breakthrough of The Century..."
(C) Copyright 1994 Michael E. Enlow
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and quote portions of the material herein,
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From: Mike Enlow
Magnolia, MS
Thursday, 9:10 a.m.
Dear Friend:
Welcome to the first issue of the Mike Enlow, Technology
Marketing Letter! I am delighted to have the opportunity to guide you
through the "techno-maze" of Electronic Marketing.
For years I used technology as my tool to excel above and beyond
my competition. I discovered technology advances so rapidly that if I
knew the latest advances, I had the superior edge. That my friend is
where I plan to be of the greatest help to you.
Few realize the opportunities that exist today in a world that is
constantly changing, where technology is almost obsolete once it's
perfected. In fact, I recently heard a technical "guru" say:
"If it works... It's obsolete..."
Hmmm. Isn't that interesting? Now. This month we'll correct
some of what you've been told in the media and in other's teaching
about Electronic Marketing. First, you'll have a bit of "unlearning"
to do. We'll address:
What Electronic Marketing Is NOT!
Before you can utilize my strategies for successful use
of technology in your marketing efforts, we'll need to purge
your minds of all the bull you've read and heard from others. If
someone else said "It isn't possible..." Well, I respond: All things
are possible...
If someone else has told you how to market using computers,
particularly the InterNet, it's probably wrong... I've spent years
looking at the opportunities that are evolving with the advancement of
the Super Highway and if it works--I know it... I'm doing it on a
larger scale than 99% of the "teachers" who are telling their
wonderful ideas... It's not quite as complicated as many make it seem.
First, what Electronic Marketing is NOT, is it's not a
"get rich quick scheme." It's not a "one shot" opportunity
to con your way to riches, it's not anything you may expect.
Yet, I'll tell you what it is:
The Greatest Opportunity on Earth to Beat The Pants Off
Your Competition--With The Least Amount of Risk!
We'll take a broad overview of where we'll be going with the
letter in months to come, and we'll also share what I'll call my
"Miracle of The Month" each and every month. Like that? Ok.
Let's begin.
Electronic Marketing in my mind is so broad that I'll
take the space to list many of the benefits you will need to
learn, if you plan to proceed. Since it is so broad, and I just
happen to think "macro" (part of the traits I brought over
from my detective career) I'm going to give you a list of the many
benefits, and you may feel free to write me at any of my email
addresses with your questions.
With telecommunications technology should learn:
* How to use the 5 Commercial BBS's to determine exactly which
headline will work best for your promotion and do so in
as little as 3 to 5 days. You'll be able to determine
the best headline thereafter to determine which sales
appeal and promotions work together to yield volume
sales.
* How to send email allowing you to reach thousands & often
as many as 500,000 people with a message in a matter of
30 days. You'll also need to understand the *extremely
important* difference in advertising on BBS's, Commercial
Online Services, and the Internet. It is as different as
night and day...!
* You'll discover as we delve further, how to develop a
product of almost any kind (many already written) and more
importantly, how to select just the right product for the
online community...
* How to work the "subculture" of Internet people to gain
acceptance and reduce the frustrations, negative responses,
and most importantly, how to get the sale from "Internet users."
* You'll learn how to build a mailing list of email addresses
that are responsive to your offer, so you can send large volumes
of mail once you've developed your best winning sales process.
But even hotter than that, I'll show you how you can press
one button on your computer and make it log into all the major
online services, get and send your mail--back to back--while
you're watching tv.
* I'll share all the secrets I've learned that can cause
you to get literally thousands of email responses to
postings on Newsgroups on the Internet, and the *proper* way to
do so to avoid "flame" or violating Internet etiquette.
* How to get the most from your advertisement and a trick
that will make the second mailing so impressive that you appear
to be a Fortune 500 company... (I'd be much more likely to send
my money to you!)
* How to eliminate long distance charges even if your
local access point is a long distance call--and yes,
it's perfectly legal.
* A few disputed situations you must know in the online
world regarding your copyright and how to keep others
from stealing your developed sales process... This is
going to be one of the next major moves by the cons who
like to rip off your concepts and now, with the lack of
control on the net-- and the international connectivity,
you MUST KNOW THIS!
* How to make others do the work of sharing your
advertisement with other online friends to gain maximum
benefit from your advertising efforts.
* How to get maximum publicity from your postings--one of
my secrets that can get your message onto thousands of
other BBS's, Commercial Online Services, and even the
Internet... All for less than the cost of a space ad!
* How to use a fax back system, what kind to buy, and most
importantly--How to get the customer's desire in overdrive where
they gladly pay to come to you via online services, fax-back,
voice mail, etc., to get your sales letter!
* How to get maximum press coverage with online services--how to
get to the right people--the right way to almost guarantee you
free publicity. (We all know the value of free publicity in
marketing!)
* How to create your catalog to be a fully autopilot
service the customer will use to order directly from your
computer--without your hands on involvement! Want to see your
printer spitting out orders while you're sleeping?
* Learn how I developed a "robot" order service that will ask your
customers the questions you want, take the order, record order
codes, process the orders and then send via computer modem a
fully compatible database of each days activity!!! No more
secretary error--no more keying in data, no more customer fraud
(you'll have digitized voice recordings of the customer placing
the order on record)
* How to use 4 phone lines and get the benefit of 8 lines, but most
importantly, learn how I run a paperless, staffless office...
So much for the payroll, taxes, liability, errors...
* How to create a feeding frenzy of buyers with the
placement of editorial fashion advertisements in the
right online services--never mail a letter--yet enjoy
an increase in your responses by as much as 150%!
* How to develop international associates--where to find
the best people to represent your company in other
countries and the "pitfalls" you *must* know about
export import law during the technology transition.
* When (and where) to place your ads to get the best
responses and how to minimize your involvement by
changing only a few words in your ad.
* How to extend information services to attorneys,
investigators, authors, research corps., and others for
substantial profits...
* Where to go for technical help that will cost you almost nothing
regarding any aspect of computer technology.
* What products are selling best online and otherwise.
* And of course... as you may imagine--I'll be looking for any new
loopholes that offer immediate profits to all of you! Almost
every week something happens online that can make anyone a lot
of money--only if they understand the technology and where it's
going... It's almost like playing the stock market--but playing
along with me--as an inner circle member. You'll earn 100
times the cost of my letter off this alone!
* Another little jewel that could earn many of you
fortunes... Imagine buying a piece of stock at $50 now
and within 10 years being able to sell it for 500 to
1000% markup--but there's about 5 million opportunities
available right now...
* How to gain my assistance with your project, and put it on auto-
pilot to earn you money, while you develop new--winning--innov-
ative productions!
* How to reach Mike Enlow after I retire on August 28th... (my
retirement date)
Now. If you think that's all, you're wrong... There's much more.
You see, each day as I browse the on-line world, I find hundred of
opportunities from every corner of the earth. If you stay tuned,
you'll be the first to know of them and the first to tap into many of
my creative designs.
Now, let's take a look at what we can do this month to
help you maximize your electronic marketing efforts.
Well, since I am always radical... and I told you in the intro of
this letter that Electronic Marketing is much more than just "BBS
Marketing" or "Computer Marketing" I want to open your eyes to the
benefits that exist outside that arena... The re are many more but
this time we'll go backwards--back away from all the techno-jumbo and
broaden your understanding about Mike Enlow's way of Electronic
Marketing--or Technology Marketing.
How about we throw out the computers for a moment and
Look at the largest online network on earth...
Let Your Fingers Do The Walking...
Telephone Network--Keys To Riches!
Suppose I share with you a way you can sell your
products and services for almost free... using nothing more
than your telephone. How about we keep you in your recliner
this month and let you make more money than any other way?
Like that idea?
So, let's go online--in a different sense.
Let's say you are trying to sell a report or book or
whatever, and you have become well enough acquainted with
your product that you feel comfortable selling verbally.
Ok. The first thing you should do is call someone you
would consider as a prospect and sell them your manual... But first,
you should prepare to...
Record The Call...
You do your pitch, close the sell, then have your
secretary transcribe the tape. Then highlight in the copy the A., I.,
D., A. portions of the text!
In case you've forgotten, the A. I. D. A. concept is
the standard components of a winning advertisement. I'll refresh you:
* Attention (Grab the customer's attention)
* Interest (Get the customer's interest-usually with
self serving benefits)
* Desire (Create the excitement of the potential
customer and make them drool for the
benefits of your product or service)
* Action (Make the customer take action--make the
call, fill in the order form... etc.)
Once you've selected the prime benefits of your sales
strategy, you now have everything it takes to creat what I
call "condensed copy" using the *key* elements of your sales
approach to get the customer to respond... You see, what we
are about to do is so powerful, but must be done with
powerhouse copy! That's why I've had you go through the
prior steps.
Now you will want to take a stack of 3 X 5 index cards and
begin writing on each card the highliged A. I. D. A. information you
got from the transcript of your sales pitch and stack them in 4
stacks--A., I., D., and then A.
Next, take a few minutes to rate each card (in each stack) on a
scale of 1 to 10. But, not according to what you think you may have
done in creative brilliance but in a way as to prioritize what's most
important...
What's In It For The Customer!
Now you're ready. You are about to learn how to create
an advertisement message you can mail to your prime list or
to a rented list, or even to leads you're generating online
to cash in FAST!!!
Write your headline... (That's 80% of any good ad, so
spend time working on this. Remember, we want to write from the
customer's point of view: "What's in in for me?"
Create short copy that will not exceed the space allowed for a
folded post card. We're going for an inexpensive-low risk marketing
plan. A letter will usually out pull a post card, but not always, if
it's prepared just right.
Your copy will lead the customer to call you to attend a "Live
Seminar via Conference Call" for the low cost of $39.95 or $49.95.
You will want to make it a NO RISK absolutely satisfactory guarantee
offer. I may end the post card with:
"There's No Way To Lose!"
And that's the facts! See, let me tell you about one of my
secret ways of Electronic Marketing that almost every
marketer in the U.S. has missed... It's called "Conference
Calling." And with technology advancing as it is, it's
become one of the most profitable opportunities on earth!
It's possible to get over 3000 people on the phone with
you at a time! Imagine having the opportunity to get that
many people to pay you to attend a call and learn IMMEDIATELY of your
great product or service.
Now, since many of you are probably skeptical as hell
and thinking--"Enlow, I wanted to know how to make more with
my computer" let me run the numbers for you. Then you'll
appreciate this.
Let's assume you are selling a training package at $695. and
you're doing very well when you "personally" do the telemarketing.
Now, you'll clone yourself.
With good copy, you should get a very good response rate. But
for the sake of the skeptics, we'll say you only get a 2% response to
your mailing.
Now. We've created a great piece of copy from your
pitch that may say something like one of mine:
Legal Investigator Reveals Loophole
That Is Earning Him Thousands A
Day Working Part Time From Home!
* Learn how you can cash in NOW during
the construction of the Super Highway
as an Information Broker to Attorneys,
Publishers, Corporations, Insurance
Companies and others! Tremendous
opportunity to...
Learn the 10 Key Strategies That Can
Put You In Business Within 48 Hours!
Call NOW! 1-601-555-5555
Now. Let's select a really strong list of entrepreneur buyers.
You'll have them call your voice mailbox to hear a hot script (you'll
also create from your transcribed sales scripts) which will encourage
them to call your 800 number to register for your electronic seminar--
with an ABSOLUTE SATISFACTION GUARANTEE for the low cost of $49.95.
Let's say you mail 5,000 post cards. Let's run the
numbers here:
5,000 post cards/printing/addressing @.25 = $1,250.00
Let's say you only get a 2% response.
That's a total of 100 @ $49.95 which comes
to a total dollar amount of... = $4,995.00
Now, let's look at the price of the call. You will be paying for
each attendee who attends your call. If you use the service I use: BNC
(Business Network Communications at 1-800-929-1700) the caller calls
in on a direct dial long distance call, and your cost to host the call
is only .19 cents per minute--per attendee. So, we're going to have
100 people on the call at .19 cents per minute for let's say an hour.
That comes to another expense of 100 x 60 minutes x .19 = $1,140.00.
Let's see. We've spent:
Mailing expense: $ 1,250.00
Call cost: $ 1,140.00
And let's include, 100--800 number
calls for order taking at $1.00 each 100.00
For a total marketing cost of: $ 2,490.00
__________
You've received $ 4,995.00
With a profit at this point of: $ 2,505.00
So, not too bad huh? But, hold tight friend, I'll show you how to
clone this baby into a money making mo-joe...
Now, let's strategize. Suppose you select 4 or 5
moderators to ask you the questions that will cover all the
demographics of your target audience, i.e., housewives,
part-timers, and everything in between, and you don't allow
the caller to speak--they can only listen... (You wouldn't want some
jerk speaking out of turn with negative comments.)
Let's assume you're terrible at verbal sales, and you only close
5% on your $695 package. (I often do as high as 60% telemarketing) But
to keep things in perspective we'll go for the 5%... That's another 5
sales of your $695 package for another gross of $3,475.00. Hmm. So,
where are we now? We've made $2,505.00 on the call registrants, we've
given them a lot of good ammo (although a good salesman will make them
want the "hard copies" of all they've learned) and we've pulled down
the $3,4 75.00 in sales. That's a net of: $5,980.00 for the whole roll
out.
Hmmm... Looking better. But now you're having to work everyday,
meet deadlines and all that, so...
Suppose you took this winning concept and do it again
and again without being a participant. Wouldn't that be nice?
Well, listen up because I'm about to show you how to set this
baby on autopilot where it can make you money constantly--
automatically, even while you're sleeping...
Suppose you record those calls a few times, but not in
the normal way with a tape recorder--but in digitized format
with your computer. Then it will be reproduced in such
clarity that it is *exactly* as clear and audible as the
original... All you'll need is a fairly large hard drive, with the
space to record the message, and a good recording program. More
about that in a few...
Now, we'll roll-out and schedule these calls everyday--
at 2:00 p.m. You'll walk into your office, turn on the
computer, press one button, go fishing and call in later
to get the order count. Won't that be nice?
Of course, you'll want to do a few live ones, until you capture
your best control pitch--the one that pulls the best ratio of sales
per attendee. And maybe you'll want to call in just the right
moderators; someone recognized as "the authority" on the subject, who
will build even greater credibility for you and your offer, thus
increasing sales.
Then you put your winning sales process to work for you. How do
you do this? Well, first you want to get a computer software program
for digital recording and what's called a "sound card." You can find
a number of these type computer programs in your local computer
software store or by searching the software library in Compuserve.
(search by keyword 'soundblaster')
Since you'll be using the telephone for the call you'll
want to run by your local Radio Shack and pick up what's
called an induction pick-up. (A suction cup microphone you stick to
the headset of your phone that records both sides of the call
clearly.) This will allow you to get the best recording of both sides
of the call--yours and the moderators.
Next, you'll want to get the consent of all parties who
are moderating (in writing) to record the call and use that recording
for future sales. The better the endorsement of the moderators the
better the sales---but hey, they only have to appear once!
What? Oh what about those who refund? That's right we
are offering a 100% satisfaction guarantee, aren't we? Well, let's
see...
Let's assume you were to get 50% refund requests. (Boy
you'd have to be one poor salesman.) That's a total of $49.95 x 50 for
a total of $2,497.50 from your take of $5,980.00 leaving you a balance
after all costs of: $3,482.50 for the hour you were on the phone, but
how about we multiply the effectiveness of your concept by five
times...
Suppose We Make Your Ad Multiply
And For Every Post Card You Mail--You Get An
Average of 5 Readers? Do You Suppose You
Would Have More Registrants?
There are many ways to do this, but one comes to mind
right away. Your post card should display a very unusual photo or
image--something that will make the recipient share it with others?
There are many ways to do this, I'll share one I've tested. So
far, everyone who sees it shares it with at least 5 others. (See the
reverse side of this page--it's quite interesting.)
I'll show you many other ways to maximize your profits as we
continue our exploration into the many strategies of investigative
salesmanship.
Welcome to the Technology Marketing Age...
With kindest personal regards, I remain,
Sincerely yours,
Michael E. Enlow
ME/rm
P. S. Please don't forget to take a moment and send your questions or
requests for information in future issues. You may mail them to:
The Mike Enlow Letter, P. O. 429, Magnolia, MS. 39652, or fax them
to 601-783-2111.
P.S.S. If you are reading this letter from an online service, you may
call our Fax-Vault system for a copy of the illustration that will
cause your postcard mailing to reach 5 people for every one you
mail... The number is: 601-876-9740 or 6757 and you'll want to
retrieve document number: 118!
P.S.#3. For a free trial subscription to The Mike Enlow Letter, call
601-783-6037, or fax your name and address to 601-783-2111, or...
send email to any of the following addresses:
michael@enlow.com menlow@intec.win.net
NO1SLEUTH@DELPHI.COM NO1SLETTH@AOL.COM
COMPUSERVE: 72223,3340 PRODIGY: EXJB09A
GENIE: XRG30923
Peace.