Something I’ve come across a lot lately when giving out advice is this – online people are SCARED of offline marketing.
Not all of them, mind you, but many. Their logic is that offline advertising costs money, without a guaranteed return. Online advertising is free, and a return is easy.
This couldn’t be further from the truth!
I see many of these same people using PPC, buying ezine solo ads, buying leads, etc – spending money on traffic, without a guaranteed return.
I want to propose a scenario to you, my readers. Humour me in this for a moment, and imagine you were Joe Shmoe.
Joe has a product in the pets niche. Its like a new dog starter kit. He markets it online with some success. Here are some of his stats from PPC…
CPC – $0.47
Average monthly visitors – 860
Squeeze page conversion – 30%
OTO conversion – 8%
Overall conversion – 2.4%
Lifetime value of each customer – $80
Joe has to spend an average of around $20 to gain each customer, leaving him with an average profit of $60. Total profit for the month – around $1200. Not bad, right?
Well imagine Joe used a newspaper ad in the pets section of his local paper…
Cost of ad – $80 for one week
Total traffic – 1230 visitors
Squeeze page conversion – 45% (warmer leads)
OTO conversion – 8%
Overall conversion – 3.6%
Lifetime value – $80
Joe is now paying about $2 per customer, leaving him with a profit of $78 each. Not a big difference you say? Well, with the increased traffic & warmer leads, Joe makes a whopping $3453.84 in profit from this ONE WEEK campaign.
Just by changing his advertising method, Joe would have multiplied his monthly profits by 10 TIMES!
Now, obviously this isn’t an exact scenario – but results like this happen every single day! Dollar for dollar, offline paid ads outpull online paid ads – every single time. The difference?
Targeted, warm leads.
Now, if Joe had advertised his dog starter kit in the business section, or anywhere else in the paper for that matter, or sent out a direct mail letter, he probably wouldn’t have seen the same results. But where he placed the ad is EXACTLY where his prospects were looking – they were looking for a new dog, and found his dog starter kit at the same time.
And because they were already interested in the free report he offered in his ad, prospects were warmer – and more receptive to his squeeze page offer.
I ask you this – what is under $100 to test a concept? Many newbies blow more than that on AdWords in a single DAY, without any return at all. And campaigns like this are expandable. Once you have a proven concept, take your ads nationwide! 1000x the traffic, 1000x times the sales, and 1000x the profits.
Tell me, reader – for less than $100, will YOU give this a try?
- Cherilyn
