Would you like to know a secret to filling seminars? Absolutely, that's the number one asked question, how do I put people in the room? Okay.
So first of all, remember that blueprint, you got to have that. So that's what we are building. Here is the second, create a campaign with multi pieces of different format, each serving a certain function. So multiple pieces, different format, and each one has to be for some specific reason that you actually know why you are putting it there.
So I am going to show an example of a campaign. This was a campaign, I believe it was for August; three months ago we had a speaker training. In all in all, we had, I want to say 17 steps, some Internet, some direct mails, we had all kind of different things there. But here is an example. This was the first -- one of the first steps that went out. Golden envelop, this went to our database. Now this piece right here cost me about $ 3 or $3.50, each. This is why I am saying, when someone doesn't want to spend money on me, I would not want to send out that much money. This the best way to get go broke in hurry, its start sending these pieces to an untargeted, unqualified database. So we send this to people we know are interested. So golden envelop, in it, there is a pair of socks. Somebody has got pair of socks, couple of you have got a pair socks and this is, this offer is going to knock your socks off so I sent you another pair, and this was something you have tried at, I just though, hey now we did have one person calling and say, "Well I am offended, I have my own socks. We said, "Okay, thank you very much. Are you coming to the training?" Not sure what happened, but you know.
Most people just thought it was cute, it's funny but who would not open this type of envelop that has something soft in it. I mean there is no way. They are going to open it. So what I know is that I know my numbers, I know my response ratios. When I said the lifetime value of your client, see I know what our lifetime value of a client is, so I know how much money I can spend on them.
So this campaign was not cheap but we knew for a fact for every dollar -- I will give you the numbers in a minute. We know how much we are going to get in return.
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