Common huge mistakes, they will cost you money. You want to make sure your instructions are not confusing and that will be the example of a confusing instruction, up on the screen. But a confused mind will always say, no. Don't make people wonder what is it that you are selling. They need to know exactly, clearly what is it that you want them to do. What are you selling? What are they going to get out it? Very clear. Not confusing. So you want to spell it out at the end. If it's website, if it's newspaper, doesn't matter. Call 1800 dah, dah, dah, dah and ask for this and you will receive this.
They need to know what's going to happen to them when they respond to your offer. Alright, so make it easy, not confusing. The campaign I just talked to you about, the 17 step campaign. We spent $12,000 on that campaign. When it was all said and done, we made $120,000 on that campaign.
How many of you would like to have a ten to one return in the marketing dollars. Okay, that's the kind of marketing that works and so the campaign, the things, the postcards that I am sending around, that resulted in ten to one return. So next time, I am not asking, Oh! My goodness, how much it's going to cost me. I am saying, how much can I put in those marketing, because I know that I am going to get ten to one return on my marketing.
The one thing I want to show you, as I said, I would like to collect pieces, where it really goes, here it is. You might have seen this. This is an add for Ketel One Vodka. Their ads are a black page and it says, Dear Ketel One drinker, it appears we are on the same page, okay. This is the kind of marketing they taught me in school. I found out what it would cost to produce this add. Not produce, but run. It was $74,000 for one page ad in this magazine, because I went to the magazine and I wanted to see.
So think about it. We have spent $12,000, on that ten to one return, they would have to make over a million, I think, I counted it, it was million and half or something to put, well I know actually they would have to 750,000 right just to this one ad. Not every ad they run for that week. For this one page, they would have to have $750,000 to do what we are doing. So this what I am saying, the stuff they taught me in school. This is what they taught me. What we are learning now is what works in our business today.
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