Just One Good Idea
On Wednesday, May 17, 2006, I received an email from Bob Bly. Bob is one of the true gurus in direct-response copywriting. I get free tips from him that I put to good use.
In his letter, he asked some key questions related to direct-mail marketing. To get answers, I had to click a link.
I clicked. There, I found an ad. A really good ad. In fact, it was so good that (1) I saved the link; (2) I ordered the report it was promoting. It cost $97, plus shipping. I will be sent a CD, which probably costs $8 to get out the door. That's a 12-to-one markup. A nice margin!
I am an experienced copywriter. I have generated millions of dollars from my ads. But I ordered the report. Why?
To get one good idea.
The ad gave me several possibilities in the form of questions. Each question made me ask myself: "Do I know the answer? For sure?" I had that experience about a dozen times when reading the ad.
Yet I'm only after one good idea. In my business, one good idea could be worth tens of thousands of dollars to me.
The same is true in any business. What would not be worth 97 cents to someone not in the business could be worth $9,700 to someone who is in it.
Here is an example. I sell a manual on how to earn an accredited B.A. degree in 3 years for $15,000 or less. It sells for $97 ($77 to my site's members). I offer a money- back guarantee. I say that if it doesn't show you how to save $9,700, I'll refund your $97. You have two years to decide.
For someone who is not interested in earning a college degree, my report is not worth 97 cents. But for a targeted market, it's worth a lot more than $97. Just one idea is worth far more than $97. My report offers hundreds of ideas on surviving college.
My advice: You have information that is worth a lot of money to a few people. Think about who would pay you $97 or $197 for just one good idea. Then think about how to sell a report.