opinion about forced continuity programs. Whatever you want to
call it, paid membership or subscription it's still recurring
billing. That's about as far as the similarity begins and ends.
Before you jump on the forced continuity bandwagon,
Terry Dean has written a thought provoking post on his blog
about them.
In a nutshell, here's how the deal works:
To get Red Widget #1, you have to commit to regular monthly
payments for Blue Widget #2. Of course, you can cancel any time.
Yeah, assuming you remember six months down the road why you’re
being charged $XX for Blue Widgets and have the papers telling you
how to stop getting them!
Who benefits most from forced continuity? Of course, the
merchant.
There are posts on the Copywriter's Board about Dan Kennedy,
using this in his copywriting programs.
Yes, I still stand by learning as many ways to get the word out
about your business from the old guard of direct marketing.
But this is important to remember also... if it sounds fishy,
looks like a duck and quacks - it's a damn duck! Take what
seems ethical and legal to you, leave the rest.
Here's how I've witnessed it working online:
Basically, you get the taters Free (usually a CD/DVD/Book that
is claimed worth $$$ outrageous price) and you get to pay
monthly for the meat (what they are really selling you).
But here's where it starts smelling fishy: The super fine print
states you will continue to be billed in a font so small you'll
need a magnifier to read it.
This is what it would look like for you visuals!
Here's the Taters: Free CD/DVD valued at $197,0000,0000, for a
measly (they love that word) $2.50 s/h fee.
Here's the Meat:
After 15 days, your account will be billed $1,000 per day to
continue in the program. You can cancel at anytime.
When reading a long sales page, many people skim read - they
don't read every, single line. Their eyes pick out the large
text (that's why you're told to use them as your headline) and
scroll to the end for the price.
Guess where that 'fine print' is located? It sure isn't in
the headline or sub-head!
You know how I'm always telling you - Don't Piss Off Your Customers!
Not being upfront about your recurring billing in your sales
copy, email follow-up and opt-in pages, you're heading in the
right direction to definitely do just that.
Moving On.....Multimedia Marketing
Recently there's been another brick and mortar concept being
praised as 'Web 2.0 New' which is internet speak for: We
don't have a clue but it sounds good.
If you're unfamiliar with the Web2.0 term, multi-channel marketing
then maybe multimedia marketing will ring a bell.
Both refer to marketing your business using as many different
types of media (or channels) as possible. These various forms
include (but aren't limited to):
* Search engine optimization
* Direct mail
* Personalized e-mail
* Teleseminars & webinars
* Event marketing
* Print advertising
* Social media
* Direct-response classified ads
* Coupon packs & flyers
* Press Releases & articles
* Infomercials
* Radio & podcasts
The idea behind this marketing strategy mix is two-fold:
First, the more channels you use to reach your target customer,
the better your chance of reaching her right when she's ready to
buy.
Second, finding more than one way to connect with your target
customer using a multiple marketing mix is the absolute best way to
get your message seen and heard as often as possible.
While writing this another idea came to mind:
Have you considered doing this for the local organizations you
belong to. How about your children's school programs? Do
they offer sponsor links in the PT newsletter? If not what's
keeping you from suggesting it.
Even if you're an introvert, multimedia offers you creative
ways to market your business.
Multimedia isn't about glad handing strangers, it's about
finding only those people who may now or in the future want to
do business with you.
A logo ad in a free weekly may appear to be a waste, but if you
sell clothes on consignment in a college town - your market is
waiting!
That's it for today and I leave you with this -
If you're attacking your market from multiple positions and
your competition isn't, you have all the advantage and it will
show up in your increased success and income. ~ Jay Abraham
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