How To Personalize Direct Mail Campaigns For Even Greater Response

I don't think there's anybody that has had a bigger impact in the field of direct response than Dan Kennedy.

The legend of Dan Kennedy should be ignored at your own peril.

They're not really lessons, they're kind of laws that you live by. Dan opened my eyes to what small business marketing looks like. Dan teaches strategic direct response that is timeless.

His ripple effect touches people who don't even know his name.

The world as we know it was changed because Dan Kennedy became obsessed with marketing.

Welcome to the Magnetic Marketing Podcast with your host, Dan Kennedy. So this, I actually, this is kind of a cool topic for Dan and I because this is when we get to talk about stuff that we really are kind of passionate about. So let me see. There you go. So this is today's talk is about unlocking the secrets to maximizing profits now from direct mail. And you're gonna, I'm gonna show you some list segmentation stuff. And I'm not going to only stick with offline. I'm going to be showing you a little bit of online, how this sort of all results. And we'll show you basically, as Dan said, just lots of examples. And some of it is sort of like peeling back the curtain somewhat in Glaser Kennedy and However, I will tell you that in every one of your businesses, you could be doing stuff like this. I'm going to be showing you how you can do it from a very sophisticated level, but more from an unsophisticated level. So if you want to just do like mini list segmentation, that even has a real, real big leap in results because the more, as Dan said, the more that the recipient has this reaction when they see something, when they say, hey, this person is talking to me. That's what you want is this person is talking to me. The results just go up unbelievably. So the first thing I'm going to tell you, show you, is sort of the 2009 Super Conference personalized sales letter. So this is the actual sales letter that we used to bring you folks here. And this, with this, in this particular case, the list segmentation, if you would, is not really list segmentation. It's really highly personalized to a, to a place where people feel like, hey, now somebody is really talking to me. So at the front cover of the sales letter, and I circled it for you, and I also, we have it in pink. So the thing where you see the pink highlighting, it's not really pink there. But as you can see there, you have the person's name on top of the letter. So, so in this particular case, it says $969.95 of free gifts, including a $500 early bird discount to be claimed no later than an expiration date. And then the person's name is right there just for that person. So, and then in the salutation, it has the person's name in the salutation. And then on the bottom of the sales letter, it has the person's name again. And it says, please read this, and I, in this entire sales letter, because I believe it talks about additional bonus day, which is the day you're in right now with Dan Kennedy. And so, and so it has 3 personalizations on this first page. And then if you recall this sales letter, how many of you remember receiving this letter? So if you recall this sales letter, on the second page, your name appears on the top of the second page. And on the third page, your name is on the top and the bottom. And this sales letter was approximately 20 pages long. And on every page, your name is there at least one time. If in many cases it's there multiple times— I'm not going to show you all 20 pages because there's no need to, but you get the idea. Every page, the person's name is there. And this, by the way, we had this done by Handy Mailing Printing. So I mean, the way this gets done is that the, the main sales letter is printed up and the top and the bottom are left blank, and then that's sent out to a, usually a mailing house, which in this particular case was Handy Mailing Printing. One of our people in Kansas, and they are going back in and overprinting on the top and the bottom in what is referred to in the printing industry as variable data printing. So they are overprinting the top and the bottom of it, and they're adding the names to it. And then of course, once this is totally printed up, the outside of the envelope, which has the recipient's name, where it has to be matched The names have to be matched together, so you have to do a match. Now it's a little bit more expensive, but this is one of those things where it really pays to pay the extra amount of money because again, somebody feels as though that, hey, Bill or Dan is sending a letter right to me. And it's amazing the kinds of additional results that you get with that. Next example I'm going to show you is, is also from this super conference. I'll tell you a little inside story about event marketing. One of the things that Dan and I do particularly well is we put on events. We, you know, our events are bigger than most people's events. And I had a guy the other day that I was talking to him. He's an internet marketer. And he said to me, I'd like to buy your company, which, you know, got my attention. And So I'd like to buy your company. I said, that's great. And he says, because I'm like really good at making money on the internet, but I can't put on events. I like to just have you put on my events for me. So that was a pretty nice compliment he got. And so we're just right now about $50, $60 million away from finalizing that. So, so, so here is for this particular event. Later on in the sequence, we sent out what's called an economic stimulus package, which many of you remember, it had the check on the on the top of it, the check on the top of it, that mailing? How many of you remember seeing that big check on top of— well, many of you received that check. And when we did that, we broke it out, however, in 5 different categories. So not all of you got the same version of that. There was 5 different versions that went out. Peak Performer members, they got their own version. Diamond members who have never been to a Super Conference before. Now notice that number 2 and 3 are both Diamond members, but Diamond members who have never been to a Super Conference before, they got a version of that. And Diamond members who have been to a Super Conference before, they get a different version. Then our Gold members who have been a member for less than 18 months got a version of that. And gold members who have been a member for 19 months or more got a different version. So I took that sales letter, which I'm going to show you just in a second. I'm only going to show you the peak performers version of it. I'm going to walk you through the whole process of it. But I took my basic core sales letter and I created 5 different versions because I wanted the people who received it to say, hey, Bill or Dan, I forgot who was coming from, or might even from both of us. Is speaking to me. They know who we are. They know who I am. So, so the, the Diamond member who has never been to a Super Conference before, he was, he was told that we know that he's never been to a Super Conference before. And he, he knows, you know, he's so he's, he's aware of that. And there's language in there that's specific to them. So let me show you the Peak Performers version. This is the Peak Performers that you all should sort of see this check. And as you can see on this is the very— see this. You all should have received this letter with this check. And as you can see, I circled for you on there that in the subhead it says, your very own economic stimulus package enclosed courtesy of Dana Bill, especially prepared for Peak Performers members. And on the bottom of it, not only did I do that, have it again, is that I also called out the Peak Performer members again on the bottom of it. So let me just go down here because it's too small to read on my screen from up there. So it says there, as a Peak Performer member, I want you to be there and I don't want money to stand in your way. So I'm making the most generous offer possible. So again, we called them out on the second page of, of this. It says here why attending the Super Conference is mandatory for every Peak Performer member. So it's not for every Glazer Kennedy member, it's for every Peak Performer member. And as you can see on there, if you look, I don't know if you can read it on there. But I have a whole list of bullets, and on the very last bullet it has here, heck, there's even a special Peak Performers Only gathering with Lee and Bill during the Super Conference that will be plain dumb for you to miss. So this is speaking specifically to Peak Performer members. Now every one of these versions has little different nuances, different language to go to the one of those 5 groups that I showed you. But you can see, you hopefully you can see how this makes a huge difference in response and results when Peak Performer members know I'm speaking specifically to Peak Performer members, and Diamond members who have never been to a Super Conference know I'm speaking specifically to them. Here's yet another page on the sales letter, and you can see on the PS it says, as a Peak Performer member, you can still take advantage of 3-month equalizer payment plan, so your investment to attend the Super Conference is only $332. Again, This is specifically going to Peak Performer members. And again, it's pulling them out so that they know that I'm speaking to them. In addition to that, I think I can go back up now on the stage because now I'm getting bigger print and I can see better. So in addition to that, we also sent out to all of our Peak Performer members as part of this promotion, we sent out an email to them. And so what I would— I, the first thing I'm going to show obviously point out to you is this is part of a campaign. This is a part of a campaign that we're using multiple media. Not only are we using direct mail, but we're using email. We're sending out an email to them that goes out. And this is towards the end of the discount time to take advantage of the special economic stimulus offer. And the email went out is personalized. Hi, their first name. The clock is ticking and there's only 48 hours left Believe me, you want to click on this link below and check this out. And there's a link there which has Peak Performers in the back of the link. Again, this is highly specialized. It's going to only Peak Performer members. So, so this goes out. And then when you click onto that link, it takes them to a video. And I believe this is the video I'm going to have a little contest in because I have over here a very limited edition Glaser County Insider Circle, The Place for Prosperity t-shirts that is specific for the Super Conference 2009. And what I want you to do is while you're watching this video, I want you to count how many times you hear peak performers, either hear it or you see it, how many times you hear or see peak performers in this video. Now, don't shout it out when you, when you think you got the number when the video is over. Because I'll never be able to keep up with you. You got to— if you think you know the number, you'll raise your hand. If you're right, if you're the first person that I call on, then you will get this limited edition t-shirt, which could be worth absolutely millions to you if somebody sends you a check for millions of dollars while you're wearing this t-shirt. So, so let me, let me, let me show you the video and see— keep up with it. See how many times you can see peak performers in there.

This message is on behalf of Dan Kennedy and Bill Glazer about the economic stimulus package especially prepared for Peak Performer members who register for the 2009 SuperConference before February 20th. You have less than 48 hours to use the $1,000 towards your SuperConference registration as well as claim the 3 gifts totaling an additional $469.95 in free resources. I'll explain how to take advantage of this in just a minute, but first Let me tell you about the 3 reasons you've been made such a bold offer as one of our valued Peak Performer members, and why Dan Kennedy says if you attend no other event in 2009 and invest in no other resources to fight economic woes, attending this super conference is not an option, it's a business requirement. Number 1: Given the state of the economy, this year's Marketing and Money Making Super Conference is the most important ever, and if you hurry and register before February 20th We want to give you this huge discount and free resources as a stimulus to combat the recession and to get you to take quick action. Number 2, frankly, we know that for many of our members it's tough out there, and who better to come to your rescue with the recession buster strategies during difficult times when you might need it the most than Glazer Kennedy? So this year's Superconference is all about how to ensure that you rise above the recession, make 2009 a super prosperous year, and prepare to profit as never before in the fast-developing economy. Number 3, as a Peak Performers member, Dan and Bill want you to be there, and they don't want money to stand in your way. So they're making you the most generous discount offer possible. After all, they have an interest in your continued success, especially during these uncertain economic times. Heck, to prove to you that this is the most important super conference ever, they've even just added an additional extended session exclusively with Dan Kennedy, appropriately titled Your Very Own Bailout from Dan. This is an in-depth expansion of the Recession Rescue Special Report. You'll receive a copy of Dan's Recession Rescue Report mailed to you free as one of your special super conference gifts with registration. Don't miss this. Here's just a sampling of what Dan will be covering during this live extended session: why he says it can be easier to make a ton of money in bad times than good, a secret no one else knows, including your competitors. Discover this and make it okay to buy and watch sales soar. He even promises dirt-cheap guerrilla warfare strategies for making champagne sales happen on a Budweiser drinker's budget. 10 cheapskate strategies to bring dollars in the door fast and certain. Now let me tell you why attending the Superconference is the mandatory place for every Peak Performers member. This is the place where the elite, most committed GKIC members gather together once every year. This is the place to learn how to rise above recession. This is the place where for multiple days you get to immerse yourself into marketing and money-making, being exposed to the highest quality, variety, and depth and breadth of what's working. This is the place where you can meet the person, make the contact, find the vendor, unearth the opportunity, or get the idea that literally changes your life. This is the place where millions are made in the hallways. There are no other hallways like the Superconference hallways. This is the place where you can invest in yourself. Heck, there's even a special Peak Performers Only gathering with Lee and Bill during the Superconference that it would be plain dumb for you to miss. That's not all. There's also another special extended session exclusively with Bill Glazer called Bill Glazer to the Rescue with Super Strength Recession Buster, low-cost, high-return advertising, marketing, and promotion strategies and real-life examples. No one has provided more outrageously successful advertising to more business owners, professional practitioners, and entrepreneurs than Bill. For this super conference, Bill has reached out to both InfoMastermind members and Peak Performer coaching members in order to assemble the most valuable show-and-tell he has ever presented. One hot advertising, marketing, and promotional example after another, everyone having proven itself producing top results.— everyone carefully and specifically chosen to pay off big and fast in today's conditions. If you can't take something home from this and convert it to cash in the bank, you need to fire yourself immediately. Frankly, if you only registered to listen in on the 2 expanded sessions I've described for you, that would clearly be reason enough to run to click on the link below and register before the special economic stimulus package prepared for you expires.. But if you require more information, you can preview the rest of details about the most important super conference ever by scrolling down this page. And of course, you don't want to forget the unbelievable opportunity to spend an optional additional bonus day with Dan Kennedy, where he goes into in-depth details on unlocking the secrets to maximum profits now from direct mail with sophisticated list segmentation, message specificity, and other insider strategies with amazing examples and case histories. When you click onto the link that takes you directly to the registration form to claim your $1,000 economic stimulus check discount, you can bring up to 2 people with you at the deeply discounted fee of just $497. Plus, you get the other free gifts, including Dan's new Recession Rescue Report. To get all this, you must respond absolutely no later than February 20th, 2009. But hey, now would be better. And what would a super conference be without a super guarantee? If at the dinner break of day one you do not agree that you're participating in a life-altering event, an experience of super importance and value to you, you may advise us of your disappointment, exit the conference and the hotel with a full 100% refund of your fee, plus up to $500 reimbursement of documented air travel and hotel costs. Dan Kennedy and Bill Glazer are looking forward to greeting you at the most important super conference ever.

Okay, all right, so those of you that have your hand up, you think you got this number right? Keep your hand up if you think you got this number and you come from some country outside of the United States. Okay, so let's see what we got here. You got— you think you got it? So we're going to see how smart the people are from outside the United States. So our friend over here on my left, right here in the pink shirt, scream it out. How many? How many? You win. 10. First shot. 10. Congratulations. 10 times. Now, by the way, is it okay if I give you all a little bonus marketing strategy that I just had that I just witnessed for you in front of your eyes? Anybody think they know what that is? Oh, that's good. Let's go with— because I will have another t-shirt for you. Can some of you get me one of those limited edition, very, very limited editions, highly valuable, uh, Super Conference t-shirts? So the gentleman here in the black— I want to do somebody in the back. No, no, right here, not next to Dr. Kell. Yeah, what did you witness? Right. So I'm going to give you— you didn't exactly say it exactly the way I want you to say it, but very few people ever do what I ask them to really do. But, but there you go. It was a heavy involvement device. You just saw an involvement device in front of you, which can not only be— obviously can be used as a professional speaker like, like this gentleman over here when he speaks. That's an involvement device. But you can use involvement devices in all your marketing. Now, that has nothing to do with the topic that we're teaching today. But it's a very valuable lesson for you all, is to figure out how to add more involvement devices in everything you did. I mean, I had this whole room paying attention to my video during that by just offering you a lousy t-shirt. Just imagine if you were offered something of much stronger substance. By the way, a couple other things, and this is my personal commentation about online video. And if you talk to people about online— online videos are highly evolving media right now. And if you talk to a lot of people about online video, they all are an expert and they all have their own sort of way to do it. And I kind of believe that there's probably more than one way to be right. But this is the way that I just showed you that I like the best, which is— I call this the G3 process, which is a combination of audio, PowerPoint, text fly-in, and photos. So those are the 3 things. Audio, PowerPoint, and photos. I find that people like watching that more than a talking head. Matt Beisack, get Matt a mic. I'm going to put you to work, Matt. Do you disagree with me? Do you agree with me? You've done away with talking head stuff, right? Yep. All right. So you don't have to tell me anymore. So he agrees with me. So he does a lot of this stuff online. You know, one of the top online marketers. That there are out there right now. Same thing is we find that more involvement in watching video by showing text, by showing photos, and by hearing audio. As a matter of fact, if you noticed, we don't even use Dan and my voice. We hired a professional to read that for us on behalf of us because the voices is actually a voice that people pay closer attention to. So now another little lesson Dan left the room. I could talk about whatever I want to talk about. All right. The part of this campaign also is we also did outbound telemarketing. So we actually had our call center follow up with people to call them up. And also in the call center, this is sort of a— we don't script things in the call center because you never want the people in a call center to outbound to people where it sounds like they're reading something, because if they're reading something, then it sounds like they're reading something. And nothing's worse than having somebody read you a script. I mean, we've all experienced that. But we, when we, when we set up a call campaign, we give them sort of like a bullet points of things to cover. But, but and again, we took the 5 segments and each of them had their own unique little changes to it, which is mainly this one was for Peak Performer members. So you're seeing sort of the campaign that we sent out. Direct mail, email to video, and then the third step was outbound call to people. So, so you see a campaign that's used there for, for two that was list segmented out to a specific list and where we use four different types of media, if you would, direct mail, email, Online video and outbound call. Here's one. Dan talked to you the other day about the Seven Figure Academy that he's doing in the end of July in beautiful Ohio. And, and I can tell you, really, there is no disadvantage to being in Ohio at the end of July, more so than being in Ohio any other time of the year. So it's just— don't want you to feel that's a bad place to be in July, more so than any other time. So prior to coming here, we actually did some list segmentation for that where we mailed out to, to groups of our folks information about the Seven Figure Academy. How many people in here in the room prior to coming here had seen some information about 7, because I got a lot of— because I have— we have a lot of higher-level members in. But like, gold members have not seen anything about this at all yet until they got here. So here is kind of like the list that we went to. We looked at people who attended the Renegade Millionaire retreat in the past, people who attended the advanced coaching consulting day in the past, coaching consulting seminar, people who attended the Marketing to the Affluent. There was only 20 people at the Marketing to the Affluent. People attend to that. People who attended the Influential Writing Workshop, only 20 people were there. People that were InfoMastermind members, so the 38 people in my two groups, Platinum members, the 19 people that are Platinum members, Peak Performer and Peak Performer Plus members. We took a look at those and our independent business advisors. So those people got advanced notification that went out. So when we segmented that list and on each of those we did kind of a cheat sheet, if you would, for ways to do segmented direct mail without having to do it throughout the entire letter. What we actually did is we created what's called a lift letter, which is a letter that goes on top of the direct mail campaign. And as you can see with this lift letter, there are things in here that pulls out where people would say they're speaking to me. Well, one of them is in the salutation. We use their name. And then the second thing is right in the first sentence of the lift letter, you're receiving the enclosed information ahead of other Glazer Kennedy Insider Circle members because you attended the advanced coaching consulting event. So we, we, we right up front, we let them know what they attended before. So again, they feel as though that we are speaking to them and we are speaking to them. So because they attended that event, they got this letter. That's the best kind of response you can get from somebody who opens this up is, is Dan or Bill. I don't know which one this came from. I think this was— this is from Dan because Dan is speaking to me on the second page of this. We did it again. We referred again to the fact that they attended the coaching consulting event. And then also we did it in the PS again. So in the second page, if you see this paragraph here, please read everything that's included as soon as possible. Give serious thought to whether you should be in this brassy, ballsy group of 150 or not. If not, that's okay. At least you can't say you weren't invited or given special consideration due because you attended the Advanced Coaching Consulting event. Down here in the PS, remember, keep this to yourself for now. I'm only letting people who attended the Advanced Coaching Consulting event like you know about this right now. So again, this is all about making people feel, justifiably so, that they're special because who they are, and then we know who they are. This will get you a much, much higher response. Now, this was accompanied by— I can't remember, but I think it was about a 12-page sales letter for the event. But this was a lift letter that went on front of that So when people would say that we— they are speaking to them and there was a different version of this for each of those groups that I showed you before. This is 2, 4, 6, 8 of them. Can you see how this will increase response? I mean, does this make sense to you? And actually, I mean, with software today, with keeping your databases in software, it's not hard to be pulling these lists out And also with variable data printing, which is very inexpensive today, it's not hard to create these little nuances in your direct mail pieces and everything else that you do in order to have people know that you're speaking to them. This is, um, Jumbo Results Marketing lead generation self-mailer. This is kind of a really interesting one. So we have this, um, what we call a super affiliate program. Where we make available 10 Dan Kennedy products to our super affiliates that they can resell and, and get a very substantial commission. They get, they get, they make, they earn 65% on every sale that they make on any of these 10 products. And what we did is we went to our newsletter subscribers and we did lead generation to them.. But we wanted to have them sort of self-select who they are so that we could create direct mail to them depending on how they answered who they were. So a lot of you are probably— the reason why I'm showing you this example is because a lot of you are probably saying to yourself right now, how can I figure out how to do more list segmentation? Because maybe in my database, I can't figure out how to slice and dice right now as much as I'd like to do. Well, one of the ways to do it is to do lead generation where you— people raise their hand and they put themselves into a group which now allows you to slice and dice. And this is an example of how we've done this. And in this particular case, we only wanted to slice and dice into two groups. 1, 2 groups. So this was a lead generation piece that went out. It went into the No BS marketing letter and also went into the No BS info marketing letter. And in there, it told people that we had a special opportunity for them and we wanted them to check off one. One is I'm an established, experienced info marketer. And number 2 is I'm a beginner novice contemplating entering info marketing. So this is like a really simple way to do list segmentation. And in everybody's list that there is right now, there are biases. There are biases in the list. So I'm looking at Susan Berkley. I just was zoning in on Susan. Okay. Which, by the way, Susan, I don't know if YAR paid you last night for that, but you should have got paid for that. Okay. But like, so Susan, so you, so you teach people in terms of how to become voice talents. And so, I mean, a simple thing for you to do is, you know, I had previously used my voice Professionally, I have never used my voice professionally, but I want to learn how to do that. Very simple, very simple segmentation, which now all you have to do is divide it into two groups, and now your response will go up substantially when you communicate back to them differently because you have previously used your voice professionally, because you've never previously ever professionally used your voice, but you've always known that you have this hidden voice that when people hear it, they're just going to melt. And then, you know, so, so you can— it's easy little nuances into two little groups. And that's what we did here. We just made two groups. So if you can get my PowerPoint back up again. So some people that were new to information marketing who said that they never have been in the information marketing before, they got this letter, which is their name was personalized on top of it. Hi. First name, here's the information you requested exclusively for you as a new info marketer. They got this version of letter on page 2 of this letter. I don't know if I'm going to do my crazy thing. Page 2, the letter, um, their name was personalized again, and then there's a subhead there: 2 big challenges for startup info marketers, and more importantly, how this problem solves them. I'm speaking specifically to people who have never been in the information marketing business. This is another page of the letter. Big challenge number 1 is that most young info marketers— and then big challenge number 2, another problem for the new info marketer. So again, you can see how they have raised their hand because we didn't know in our database who was new and who was, who, who was experienced. We didn't know that. So we just had them do a call out. So when the other folks Who got the letter who said they weren't info marketers, same thing. Here's the same version of that letter. First name, here's the information requested for the established info marketer. You see, little nuance changes make a big difference in results because somebody says you're speaking to me. You getting this? Yes? Yes? Yes? I just want to hear you say yes. So here's, here's the next page. Personalize it, the, the salutation. But down there, remember how I did it on the other one? This one is too big challenge for established info marketers. So I took out the word new or people that want to be and put in established info marketers and more importantly, how this problem solves them. So you can see how you can do very cool little list segmentation, little subtle segmentation makes a real, real big difference in response that you get. This one, you guys have probably all seen this, but it's worth talking about again. And this is Pearl's Postcard. I think I actually showed this one month in the S&D Example of the Month, and I talked about this yesterday, but this is Pearl's Postcard. And this, this one we did, we did a joint venture with Nightingale-Conant, which we offered to them the new Magnetic Marketing for the Emerging Economy product that just, you know, it's brand new and just sort of came out, which is a remake of Dan's vintage magnetic marketing product. And this is sending out direct mail that is highly personalized, sending them to a URL where it has— where they are greeted by their name. And this is something that's very, very smart for people to be doing. So it went to Julie Boswell, it came from Vic Conan, the head of Nightingale-Conant. He's the president. Went to Julie Boswell and says, from Vic Conant's rusty old typewriter, which, by the way, I got that when I sent out a piece from my rusty old typewriter, and the results were so good that I gave everybody now a rusty old typewriter. Hi, Julie, it's me, Vic Conant, from Nightingale-Conant. I've got a really important message to share with you from, from marketing guru and millionaire maker Dan Kennedy. So I built your own special website just for you. As soon as you can Please go to www.julieboswell.realagneticmarketing.com, speak to you online. Now, those of you who have taken my copywriting course before and you have studied how I teach people how to send out postcards know that this breaks some of the basic rules that I teach on postcard marketing. It really does. However, it's a highly effective piece because the one thing that it does do, which is very, very powerful, is it's It's a straight curiosity pitch. I'm not revealing much at all except for the fact that it came from millionaire maker Dan Kennedy, but nothing beyond that. So it's really a straight curiosity pitch. And what I basically said to you is I built your own special website. So when you see that, it's so seductive to people to see what website was built for me. Here's another little inside trick about Pearls. Now who here is using Pearls? Anybody here using Pearls? So about 20 of you in the room. Okay. I'll tell you a little inside trick about Pearls to increase the response. I don't know how I stumbled on this, but it made a big difference. Most times when people use Pearls, they have the URL, then they forward slash it and have the person's last name after the URL. So it's www.makingrealmoney/julieboswell. We found— if you put it back up again, guys— we found a big bump in response by putting the name first. So it's www.julieboswell.realagneticmarket.com. When we put the name first, it felt like it was really a URL that was created for them, as opposed to the forward slash with their name, because people are savvy to the fact that people can take URLs and do the forward slash. I'll answer your question later. So, and this is all sort of built by the software folks that build these PEARLS softwares. And we call them— I have to be very careful when I use the term PEARLS because I believe PEARLS is actually a trademark term. And I did see it at the Direct Marketing Association convention when I attended there, that there is a company that actually has come up with PEARLS. So I'm just using it as a sort of like Kleenex being a tissue language. But we actually had our own programmers build our own software that we can use this type of technology on. And this is a real, real smart thing to do. And then when they go to their website, it takes— oh, well, let me— before I even take them to the website, this is an email that we sent out to the same list from Vic Conant, which also has a Perl text embedded in it. Same thing there is you can be using this online or you can be using it in postcards. Obviously online is really cool because the Pearls URL is, is a link that you just click on to. It takes you right to the video, so it doesn't even require you to have to go from my mailbox to my computer to get online to type it in. This is your right there. Interestingly enough, I've actually found a better conversion rate, however, with the postcards than I did with people clicking on the links. But, but it is easier, certainly easier to do it. So we did both. We did postcard and we did emails. We sent it out and then we sent them to a video. Hi, this is Dan Kennedy. And if you want to discover how to thrive and prosper right now and be poised to profit from the emerging new economy, Now, how many times did you hear the word peak performers in there? So I'm not going to play the whole thing for you, but, but as you can see, it's basically taking them right to a website. In this particular case, it's a website where we put both video and text, the text sales letter beneath it. And however, it is Hi Julie. So this is what whoever's name goes there when they type in there Pearl, it's, it greets them. And the greeting them is that sort of list segmentation, that list specialization, if you want, that will substantially increase response. What else I got for you? Oh, here's the list. Boy, I'm getting— I'm moving really good here. Here's the list segmentation that everybody should do. So you interested in that one? Yeah. Well, to some of you, You're going to be disappointed because you've heard me say this before. But this is so worth saying. This is— and this is— if you do nothing else when you leave here and don't make this the only thing you do. But if you do nothing else when you leave here, just do this in your business. I mean, just this one thing in your business will make you so much money. And that is, oh, this is one thing you do unless you don't want to make more money. So if you don't want to make any more money, No, don't do this. That's lost customers. This is one of the list segmentation things that everybody should do. Everybody in their business have lost customers. If I said to you, people that have bought from you before, how frequently should they be buying from you again? That's the question. If they bought from you before, how frequently should they be buying from you again? You need to know the answer to that question. And once people on your list go over that threshold of when they should be buying from you again, you need to not continue to speak to them the same way you're speaking to your customers. You need to speak to them differently, letting them know that you know that they should be buying from you again, that they are lost. And every business has this in their business of when people have formally done business with you in the past should be now resurrected to be doing business with you again. Now, so most people do is they don't do this. They do one of two things. They either leave on their list their customers forever and just keep on mailing to them, either online, offline, just keep sending them the same old, same old, same old that they're sending to their active customers. So they do that, or they put people into a lost customer campaign. And then if they don't respond to them, then they ignore— they, they, they, they— or if people don't buy after a certain period of time, they don't even put them in the lost customer campaign. They don't buy after a period of time, they just take them off their list because they think they're no longer interested in them. And this is like not a smart thing to do. There's tons of gold in your business and things that are called lost customers, as long as you address it and let them know that they're lost. I always tell people that it's the third easiest customer to get to buy anything in your products or services, which are lost customers. Number one most easiest is present customers. People that are buying from you right now, they are much more apt to continue to buy from you. As, as, as I sort of showed you yesterday, you know, where, where, you know, if you send out thank you cards to current customers, even when you think they're not ready to buy, they will buy from you again. So active customers will be buying a lot more from you. So they're the first easiest to sell to. The second easiest to sell to are referrals. The second easiest people to sell to are referrals. So people that refer customers to you, they're, they're like a laydown. You know, if I say to somebody, you know, you've got to check out Well, let's pick on Matt Basak again. You got to check out Matt Basak's, you know, $1 free trial video DVD. It's like the most unbelievable thing in the world. He gives away so many secrets for a buck. Well, if you go there, you're buying that thing. If somebody you know or trust sends you there to buy that. So, so that, that is, that's a laydown. And then, but the third easiest customer to sell to are lost customers, and very few times, not often enough, or people really paying attention to them. So let me just show you sort of a campaign that we used in my menswear business. I think this is my menswear business. Yeah. So in my menswear stores at Gage, we knew the frequency that somebody should be buying their menswear from us is twice a year, every 6 months. So once somebody went past the 6-month threshold, they get automatically put into the lost customer reactive Revivation campaign, and every month, every month, as people reached the 7th month of not being back, they were put into that campaign. So there was always fresh people that were put into that campaign every month, and there was always a constant flow of people coming back to our business every month from this campaign. I mean, think of it in terms of, just so there's no confusion, think of it in terms of using one of Dean Killingbeck's birthday campaigns where you're buying birthdays of people in your area similar to your customers. So if you people in your area, let's say you, you have auto repair shop. Okay, let's say you have auto repair shop and you found you did a profile of your auto repair shop and you found your auto repair shop that you're a real sweet spot of customers are people that own cars that are 3 years or older. They're running age from 35 to 54, and they make a household income between $75,000 and $125,000. You can go to— and they live within a 5-mile radius of your auto repair shop. It's funny because Ryan Lightpack is like next door to an auto repair shop thing, so I should just go over there. So, so you could buy a list of people in your area that fit that criteria. And you can buy their birthdays and every month you can be putting them in a sequence. January, these people get this, February people get this. Every month you get fresh customers. Same thing with lost customers. Every month you could be using it to get fresh new customer or not fresh to bring back existing customers every month or bring back lost customers every month to your business and get new ones every month if you treat them this way. So like there's just like a mailing we sent out, which is we really do miss you.. And it gives them a free gift certificate to come back to our store. No strings attached. This is the back of it. As you can see on the front, we have a little graphic on the back. We actually personalize it. So in this particular case, this one was to me as a sample, but a Bill, we miss you. So there's personalization which will increase response all the time using people's names. People love to hear the sound of their name. They love to read their names when you're talking to them. That will increase response. So that gets sent out with, with a 2-week window. It's 14 days to respond. And then on people who do not respond by day 11, this postcard went out, which was, shall we send out the search party? And this is just a second step in a sequence that goes out. And on the back of that, it's the same thing. Bill, we're still looking for you. Lots of different ways to play this game, but this is exactly— this is how we play the game in terms of, you know, graphics and all this other stuff. But, but we send out the second step. And within the second step, at the same time, we also referred to the fact that about 2 weeks ago we mailed this out to you. We haven't seen you yet. We're still looking for you. And then this gives them a 14-day expiration date. And then 14 days later, or actually 10 days later, this postcard went out, which is last chance. And in last chance, once again, we referred to the fact that twice before we've mailed to you, we haven't seen you yet. And, you know, this is your last chance and you will never, ever hear from us again after this because now we're getting more aggressive with them. And this is the other side, Bill, last chance. And after— right after we tell them they'll never, ever hear from us again, we send them out a voice broadcast. And then the voice broadcast goes out with 72 hours before the third expiration date with a message on their home answering machine telling them 3 times, we send you a postcard. But still within the expiration date. 3 times we send you out a postcard. And we would average 14% response at our menswear stores on this 3-step direct mail campaign and voice broadcast bringing back lost customers. Well, you multiply that out over the course of a year with what the transaction size is, it was in the millions of dollars in terms of resurrecting lost customers. And most businesses don't do this. Now, all of you that are sitting in the room who are saying to yourself right now, this will only work in menswear stores. This is like a really not smart thing to be thinking about right now. Okay. This works in every business. I don't care if you're brick and mortar. I don't care if you're an online marketer, only an online marketer. Quite frankly, if you're only an online marketer, you probably have a huge advantage because you've already probably got data. You should have your data in a pretty good online database. I don't care if you're an information marketer, and I use this in my information marketing businesses all the time. I don't care what the business you're in is. You want to look for when are people who have bought from me before, when is the frequency they're supposed to buy from me again, and I want to put them into a database. I mean, I want to put them into a lost customer reactivation campaign, letting them know that you know that they should be doing business with you again. And it's a very, very smart strategy to be using in your business.

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