A Simple One Page Backend Promotion That Is Getting A 5,540% Return On Investment! (See All The Effective Sales Copy Plus The Strategy That Makes It Possible)

Issue Value:  $19.99

Dear Entrepreneur,

It feels like I have yelled it from a mountaintop!

So many businesses create a front-end product (the first one the customer sees or buys) and then continue to focus on getting new customers.  Yes, you do need new customers.  But why do so many refuse to sell additional products to customers they already have?

Perhaps the greatest offense is not collecting customer information!

You should, at least, be getting names, birthdays, email addresses, and physical addresses.

If appropriate, get their anniversary and their children’s birthdays too!

Here’s why:  There are two reasons.

First, it is far more expensive to get new customers than to sell an existing customer.

And second, since an existing customer has already done business with you, they probably like you. Assuming you took care of them. But if you did, they trust you and are signifcantly more likely to give you money a second, third, and fourth time (and more). In fact, they want to!

Think about your life as a consumer!

How often do you find a competent business that takes care of you?  That recognizes you indeed play a special role in their survival as an enterprise?

I think it is quite rare.

When many corporations begin to have financial trouble… what’s the first thing they do?  Cut employees.  And they don’t fire the “higher ups”, they fire the men and women on the ground helping their customers.

I was in Las Vegas a few weeks ago and had an incredibly horrible experience with a waiter inside the casino/hotel I was staying at.  It was unbelievable to be treated so poorly in a place known for it’s hospitality.  I figured they must be union employees or something like that… but I heard a rumor that because of the supposed “down economy”, there were less people on the floor.  Creating a bad environment that leaves (certain) businesses struggling to provide what they consider customer service.

So, think about it this way:

You are doing some type of advertising, even if it’s just the sign on your door.

You go through a lot to sell a customer, he walks out the door… then what?

The strategy I’m about to teach you is called the “Ride Along”…

Disclosure: I value the privacy of my clients and the integrity of the work I do for them.  From this point forward, in this article, I will not mention the name of my client nor the name of his products.  You do not have permission to “cut & paste” the highly effective sales copy I am about to expose.

Here’s what happened: A client has a frontend software product he sells for $99.99.

Included in this purchase, the consumer receives a usb port by physical mail.  Two days a week, my client has an employee that comes in and stuffs envelopes.  She includes the usb port and a few extra flaps of paper here and there inside the envelope.

One day, I had a thought…

He was already paying for postage to ship the usb ports…

So why not send another offer to this hot buyer?

This person just shelled out one hundred bucks for a product, surely they would be interested in some of my client’s other products.

So I wrote a simple one page letter, first thanking the customer for buying, and then making him a special offer for another software product.

Just to catch attention, I went to Stapes and bought a pack of paper that is neon yellow in color.  Apparently, Staples calls it the “pastel” series which I think is pretty stupid because it isn’t pastel.  But whatever….

It gets attention.

Here’s what the letter looks like (and hopefully you can read it too):

This letter turns $10 into $564.

Blind People: After some editing, I must admit. Even I can’t read this letter after shrinking it to fit. Thus! If you hover your mouse over the letter and click one time, it will open up much larger and you will be able to read all of the copy.

Now let’s stop for just a moment:  That pack of paper costs ten bucks.

Printing them yourself will cost you another few cents per page.  A trivial amount.

But it’s important to mention how simple this is.  They print these things themselves.  No lettershop needed.  (I used Microsoft Word to write the letter.)  No fancy equipment needed.  They stuff the envelopes themselves too, as I have mentioned.

Also, since it is done this way, the girl who stuffs the envelopes also signs a fake signature with a real pen at the bottom of the letter.  So it really looks like the business owner has signed this letter being sent TO EACH NEW CUSTOMER!

Imagine the impact….

So let’s get down to stats… to results.

Before I get into it… let me say…

Only Idiots Concern Themselves With Conversion Rates!

I hear copywriters all the time blabbing their dumb mouths about conversion rates!  Those percentage rates mean nothing.

Here’s why:  Which would you rather be?

a)  Getting a 30% conversion on a $10 product?

b)  Getting a 12% conversion on a $1,000 product?

Most would take the latter all day long!

You see: Conversion only matters when it’s being compared to something very similar to itself (apples to apples).  So if I wrote another version of the same letter, I could test which converts better and potentially increase sales further.  But simply comparing conversion rates does not make sense.

And if you see or hear a copywriter doing this, they aren’t a good or intelligent copywriter.

What really matters in business?

Return On Investment

What matters is that I spend “A” and make more than “A” in return.  That’s what matters.  Do this everyday and you will be rich.

So, let’s talk about cost.

I have already said that the pack of paper cost ten bucks.  It is a more expensive paper because it’s a heavier paper.  Not my choice… just because it is all I could find at Staples.

At first, I was excited to track conversions (a mistake).  Because there is TRULY no telling if those usb ports ever make it to the consumer (many come back, especially the International addresses) and there is also a considerable lag time between delivery and arrival.  As we speak, they are being delivered and potentially acted upon.

So I can only tell you how many people have gone to the special URL we set up.

It’s 72.  72 clicks.  (This is operating off one pack of paper, which is 500 sheets.  They are not yet finished with the first pack of paper, so this is pretty good.)

This number increases everyday and is surely higher now (as you read this).

Nonetheless, as of today, there are 12 sales (the product is $47).

That’s a conversion rate of 16.6% — certainly not shabby by anyone’s standards.

Initially, we were using a creme colored paper, but switched to the neon yellow hoping to get more people to the URL.  Of course, there is no true way to test if this will work.  We are operating somewhat on intuition.

But you’re reading my personal, professional blog.  And I will never lie to you.

I will always be real with you.

There is no way I can say, for sure, that the neon yellow paper works best.

But it looks sharp as hell! Especially when we changed the headline to red ink.  It “pops”… as they say!

So perhaps you are a smart cookie and have already tabulated the ROI… if you did, you’d know….

It’s Getting A 5,540% Return On Investment

My client is now, literally, turning every ten dollars he spends (on a pack of paper) into $564 in sales.

(Pardon The Interruption: I just want to mention that I should really be selling them something more expensive than $47.  It’s just that, I’m a man of action.  And I went with the first idea I got.  But I’m certainly a fan of “continual improvement”.  Think about it:  The customer just purchased a product for $99.99… so I do have it “in the works” to be selling a $299 software instead of a $47 software.  You should do the same.  Get them to spend more, not less.)

And guess what?: Here’s what is so great about the “Ride Along” strategy…

He was already paying for the postage to send his product (the usb port).  And to include that neon yellow promo…

Didn’t Add One Red Cent To His Cost Of Postage!

I like to call that “almost free money”.

And let me tell you!  If you are not promoting to your customers after the first transaction, you are literally leaving money on the table.

Some biz owners are shy about this because they don’t want to be “greedy”.  They don’t want to ask for more money.

That’s bull shit.

I assure you, that consumer is spending their money.  Just like you spend yours.

But if you don’t ask, they won’t spend it with you.  Don’t be a fool:  They WILL spend it somewhere else (maybe the mall).  To think they are tucking their dollars safely away into a high yield savings account because you didn’t ask…  is ridiculous.

I think it was Jesus who said, “Ask and you shall receive.”

It is written!

So do it for Christ’s sake!

Leave your comments below and tell me your opinon on this.

Very sincerely yours,

Justin Quick

P.S.  If you’d like something like this for your business, send me an email at justin (at) justinquickmarketing (dot) com.

P.P.S.  There are so many benefits to this… I just thought of another.  In the sales letter, we direct the customer to go to a special URL to take advantage of the offer.  They don’t call a phone number, mail anything, or fax anything.  That means my client doesn’t have to pay anything extra to make these sales.  And remember this:  The idea is to get them to that URL.  Just get them to the damn URL because you can put more powerful sales copy on the webpage they land on, right?  But first, you have to give them incentive to go and look at the page.  That’s why we offer the “mystery coupon”… but guess what?  Everyone gets the same high discount of 30% (nobody gets the 5%).

Peace!