Dear subscriber,
Yesterday, I paid homage to the late, great Jim Rohn.
I can’t applaud and lionize this man enough.
The man had a prodigious impact on my life and continues to, thanks to the body of work he left behind.
Now, in yesterday’s email, I highlighted Rohn’s great knack for bonding with his audience. But what I didn’t mention is that Jim Rohn was also a masterful salesman. But, of course, no salesperson, no matter how great, is without fault. We all have our blind spots in business, and for Rohn, it was in sales.
Obviously, Jim Rohn was a broad thinker in general, but concerning sales, his mind was narrower than the armrests on a Southwest Airlines aircraft.
A case in point:
Jim once said this about sales:
“Sales is a person-to-person business. You cannot send out the sales manual to make the sale. Sales manuals have no legs and no voice.”
Here’s what I find interesting: Jim Rohn often taught on the law of leverage. He understood leverage in finance and business, and he even supported the MLM industry because its business model incorporates leverage (using other people’s time and efforts), yet when it came to selling, he taught belly-to-belly sales. In other words…
… His Sales Approach Had
Zero Leverage!
In Rohn’s book, if you want more sales, you’d better get your feet in the street, pound the pavement, call more people and book more appointments.
Yuck!
I feel dirty just writing about those approaches.
Rohn believed that in order to make sales, one must be in the same room as the prospect or at least have one on the phone.
I dunno about you, Freckles, but to me, not using a leveraged sales strategy makes about as much sense as a waterproof sponge. Why do things the hard way? Selling one-to-one when you can sell one-to-thousands is like riding a pogo stick to work when you have a BMW M5 sitting in your garage.
Now listen, Rohn said that sales is a person-to-person business and he’s 100% right. Sales IS a person-to-person business. But then Rohn detours from common sense by saying, “You can’t send a sales manual to make a sale. Sales manuals have no legs or voice.” Of course you can’t send a sales manual, but what you CAN send is….
…. A SALES LETTER!
You can send it via snail mail or via email, it matters not.
What matters is that you can send one sales message to thousands of prospects simultaneously!
I’m, of course, talking about direct response marketing.
I feel a little silly talking about something that’s been around since 1000 BC. as if it’s something new.
Huh?
You didn’t realize direct response marketing was that old?
It’s true.
In the year 1000 B.C., an Egyptian landowner wrote an advertisement on a piece of papyrus offering gold for the return of a runaway slave. That papyrus was recovered in Thebes and now stands on display in the British Museum.
But I digress.
Listen, direct response marketing is simply multiplied salesmanship.
I’m telling you, thanks to Vinton Cerf and Bob Kahn (they invented the internet) and direct response marketing, I’m able to put my sales messages in front of my prospects and customers…
… 24-7-365!
How sweet it is.
I’ll tell you this:
There is are few things sweeter than making sales while you sleep. Try doing that sitting in front of a prospect.
Look, the message here is simple:
Get hip to direct response marketing and start enjoying the sweet spoils of business that come from a leveraged sales strategy.
That said, it ain’t all roses.
The pube in the soap is this : for direct response marketing to work (bring in a bundle of money), one must have a deep understanding of dynamical systems fractional differential equations.
I’m kidding.
No, the one skill that makes the direct response marketing magic happen is…
… Copywriting!
If you’re not happy with your current copywriting skill level and want to ratchet it up a few notches (or a LOT), then you’re welcome to visit here: https://kelvindorsey.com/5-hour-copy-course/
Your friend,
Kelvin
Email Marketing Maverick
