Spelling Secrets of a grade 1 dropout. Only $19.95. ONLY 216 left, HURRY!
- Thread starter Brandonf
- Start date
Brandon,
If you don't mind, I have a few more questions about your Chexsystems campaign.
What method of market research did you use, or rather what system of market research would you use now? Did you find an age group of likely desperadoes to market to? Obviously the target group had much the same shared economic conditions. But, what other parameters, if any, do you suggest using to narrow down the segment?
Geographic?
Religion?
Ethnicity?
Age?
???
Thanks. Chuck
If you don't mind, I have a few more questions about your Chexsystems campaign.
What method of market research did you use, or rather what system of market research would you use now? Did you find an age group of likely desperadoes to market to? Obviously the target group had much the same shared economic conditions. But, what other parameters, if any, do you suggest using to narrow down the segment?
Geographic?
Religion?
Ethnicity?
Age?
???
Thanks. Chuck
In that particular segment there was not a huge need to nail down the particulars of the group. On average though the person was/is the type that will not take accountability for mistakes they make. It's always someone elses fault and "they" are out to get them. I used this a lot..big bad Chex the most powerful company in the world that totally flies under the radar. Big bad chex totally screwing over and defaming hard working folks like you and as if like is not already hard enough because everyone is always picking on you now this!
I'll have to dig for this, but I'll pull a file on a typical buyer for a natural health product. It's very detailed avatar of the typical buyer, his wants, desires, fears etc. and it is about 4 pages long.
Brandon
. Who is My Prospect?
My assumptions â¦
The data cards say about 60% of these folks are male and 40% are female. But since a significant number of women purchase health products from mail packages addressed to their husbands, the split could be closer to 50/50.
Nearly 100% of them have already celebrated their 50th birthdays. Average age is 68 years. That means Iâll be addressing lots of 70-year-olds and 80-year olds, too.
Average age of 68 means my average prospect was born in 1938 ⦠in high school in the 50s ⦠in their 20s and early 30s in the 1960s. Cultural references from those periods should resonate powerfully.
Judging from national statistics, I can assume that at least 30 percent are members of ethnic minorities and that somewhere around 10% are gay.
100% of my prospects have demonstrated an interest in better health by actually purchasing health-related newsletters, books and other products through the mail in the recent past (12 months or less).
Judging from their average age and income level, I can assume that a significant number of my prospects are retired and on a fixed income, are politically conservative and fairly well-off.
Since these people have purchased similar products in the past, itâs a good bet that many are distrustful of the medical establishment and are eager for an alternative source of health advice.
II. Male Prospect Profile
A. Mental State: The average 68-year-old man still feels 18 inside. In his mindâs eye, he still sees himself as healthy, strong, bullet-proof, sexy and virile.
Our typical male prospect tends to derive much of his identity and self-value from:
His ability to obtain sex and to perform well â¦
His ability to prevail in physical competition with other men â¦
His ability to prevail in the competition for career and financial success â¦
But his delusions are rudely shattered â¦
When he stands before a shaving mirror and sees an âold, tired manâ looking back at him ⦠or catches a glimpse of his hands and is shocked to realize they look like the hands of his father or grandfather â¦
When the attempt to throw a ball or swing a golf club ⦠run a few steps or jog up a flight of stairs ⦠lift a heavy piece of furniture, spend an hour bent over working on his car or garden or indulge in vigorous love-making leaves him exhausted, breathless and/or in pain â¦
When he notices that he canât read the fine print on the sports page or see well enough to confidently drive at night. Or that his fading hearing has him constantly asking folks, âWhat did you say again?â Or when he finds himself feeling mentally confused or suffering memory lapses more often.
When he realizes that the sight of a hot woman no longer takes his breath away ⦠that the ladies arenât returning his admiring glances like they once did ⦠that his sexual fantasies and dreams are fewer and farther between ⦠and that his once firm and frequent erections are becoming less âerectâ and more rare.
When he finds himself dealing with the same irritating things that plagued his father: Insomnia, indigestion, joint pain, weight gain, energy loss, forgetfulness, grumpiness â¦
When a doctor forces him to face the fact that his once-low cholesterol, blood pressure and/or blood sugar numbers are rising, putting him at risk for a serious age-related health problem â¦
When a trip to the emergency room confirms that he has heart disease or has had a heart attack or stroke ⦠or diabetes ⦠or cancer.
B. Emotional State: Long periods of denial, punctuated by moments of intense frustration and sheer terror when confronted with the reality of his situationâ¦
Surprised, disappointed and saddened when confronted with the reality of his aging physical appearance â¦
Frustrated, disgusted and angry about how his aging body limits or destroys his ability to perform the physical tasks he once enjoyed â¦
Embarrassed in situations where his appearance, eyesight, hearing, mental lapses or memory make his aging condition apparent to others â¦
Chagrined by his declining appeal to the ladies and alarmed about the continuing decline of his libido and sexual performance â¦
Worried about the high cost and possible side-effects of the drugs he takes to address everything from his minor health irritations ⦠to his serious risk factors ⦠and to diseases he has actually been diagnosed with â¦
Indignant and angry with his (younger) doctors who obviously view him as an old man ⦠who believe that his health problems are to be expected at his age ⦠and who give up too easily on him â¦
Skeptical, cynical and suspicious of a medical industry that he clearly understands is set up to grow richer as he grows older and sicker ⦠fed up with alternative docs and supplement companies that promise real-world solutions but never deliver for him â and stubbornly determined not to be played for a sucker.
My assumptions â¦
The data cards say about 60% of these folks are male and 40% are female. But since a significant number of women purchase health products from mail packages addressed to their husbands, the split could be closer to 50/50.
Nearly 100% of them have already celebrated their 50th birthdays. Average age is 68 years. That means Iâll be addressing lots of 70-year-olds and 80-year olds, too.
Average age of 68 means my average prospect was born in 1938 ⦠in high school in the 50s ⦠in their 20s and early 30s in the 1960s. Cultural references from those periods should resonate powerfully.
Judging from national statistics, I can assume that at least 30 percent are members of ethnic minorities and that somewhere around 10% are gay.
100% of my prospects have demonstrated an interest in better health by actually purchasing health-related newsletters, books and other products through the mail in the recent past (12 months or less).
Judging from their average age and income level, I can assume that a significant number of my prospects are retired and on a fixed income, are politically conservative and fairly well-off.
Since these people have purchased similar products in the past, itâs a good bet that many are distrustful of the medical establishment and are eager for an alternative source of health advice.
II. Male Prospect Profile
A. Mental State: The average 68-year-old man still feels 18 inside. In his mindâs eye, he still sees himself as healthy, strong, bullet-proof, sexy and virile.
Our typical male prospect tends to derive much of his identity and self-value from:
His ability to obtain sex and to perform well â¦
His ability to prevail in physical competition with other men â¦
His ability to prevail in the competition for career and financial success â¦
But his delusions are rudely shattered â¦
When he stands before a shaving mirror and sees an âold, tired manâ looking back at him ⦠or catches a glimpse of his hands and is shocked to realize they look like the hands of his father or grandfather â¦
When the attempt to throw a ball or swing a golf club ⦠run a few steps or jog up a flight of stairs ⦠lift a heavy piece of furniture, spend an hour bent over working on his car or garden or indulge in vigorous love-making leaves him exhausted, breathless and/or in pain â¦
When he notices that he canât read the fine print on the sports page or see well enough to confidently drive at night. Or that his fading hearing has him constantly asking folks, âWhat did you say again?â Or when he finds himself feeling mentally confused or suffering memory lapses more often.
When he realizes that the sight of a hot woman no longer takes his breath away ⦠that the ladies arenât returning his admiring glances like they once did ⦠that his sexual fantasies and dreams are fewer and farther between ⦠and that his once firm and frequent erections are becoming less âerectâ and more rare.
When he finds himself dealing with the same irritating things that plagued his father: Insomnia, indigestion, joint pain, weight gain, energy loss, forgetfulness, grumpiness â¦
When a doctor forces him to face the fact that his once-low cholesterol, blood pressure and/or blood sugar numbers are rising, putting him at risk for a serious age-related health problem â¦
When a trip to the emergency room confirms that he has heart disease or has had a heart attack or stroke ⦠or diabetes ⦠or cancer.
B. Emotional State: Long periods of denial, punctuated by moments of intense frustration and sheer terror when confronted with the reality of his situationâ¦
Surprised, disappointed and saddened when confronted with the reality of his aging physical appearance â¦
Frustrated, disgusted and angry about how his aging body limits or destroys his ability to perform the physical tasks he once enjoyed â¦
Embarrassed in situations where his appearance, eyesight, hearing, mental lapses or memory make his aging condition apparent to others â¦
Chagrined by his declining appeal to the ladies and alarmed about the continuing decline of his libido and sexual performance â¦
Worried about the high cost and possible side-effects of the drugs he takes to address everything from his minor health irritations ⦠to his serious risk factors ⦠and to diseases he has actually been diagnosed with â¦
Indignant and angry with his (younger) doctors who obviously view him as an old man ⦠who believe that his health problems are to be expected at his age ⦠and who give up too easily on him â¦
Skeptical, cynical and suspicious of a medical industry that he clearly understands is set up to grow richer as he grows older and sicker ⦠fed up with alternative docs and supplement companies that promise real-world solutions but never deliver for him â and stubbornly determined not to be played for a sucker.
part 2
Scared spitless when he contemplates how fast his life has gone by so far ⦠how much faster each year speeds by now than when he was younger ⦠how many friends have died suddenly ⦠and he vicariously relives what his father must have experienced as decline and death took him.
His worst moments are when he does the math in his head: Iâm 60. In 10 years, Iâll be 70. 70-year-olds canât do any of the things I like to do. I only have a few good years left to enjoy my life!
Or worse â¦â20 years ago, I was 40. Those years went by in a flash. 20 years from now, Iâll be 80 ⦠pooping in my pants in a nursing home, or on my deathbed, or maybe even pushing up daisies.â
He wants, yearns, passionately desires to be freed from all of the above and â¦
To halt the relentless march of time â¦
To stop looking older with every passing month and start looking younger â¦
To be able to work and play with the same skill, energy and stamina he had years ago â and to add 10, 20 or even 30 good years to his life â¦
To relive the days when women noticed him and cast appreciative glances his way when he walked into the room â and to reclaim his former status as a sexual hero with his significant other â¦
To be freed from his slavery to doctors and drugs, and from desperately hoping that supplements are working for him (but secretly wondering if they really are) â¦
To stop obsessing about âthe endâ and begin living a richer, fuller life now â¦
To be seen by others as the healthiest, strongest, most energetic, sexiest octogenarian ever â¦
To find a doctor/advocate who believes in him ⦠who refuses to accept his age as an excuse for not healing him ⦠who has the qualifications and proven track record of fulfilling these same desires in other men who were once just like him.
Scared spitless when he contemplates how fast his life has gone by so far ⦠how much faster each year speeds by now than when he was younger ⦠how many friends have died suddenly ⦠and he vicariously relives what his father must have experienced as decline and death took him.
His worst moments are when he does the math in his head: Iâm 60. In 10 years, Iâll be 70. 70-year-olds canât do any of the things I like to do. I only have a few good years left to enjoy my life!
Or worse â¦â20 years ago, I was 40. Those years went by in a flash. 20 years from now, Iâll be 80 ⦠pooping in my pants in a nursing home, or on my deathbed, or maybe even pushing up daisies.â
He wants, yearns, passionately desires to be freed from all of the above and â¦
To halt the relentless march of time â¦
To stop looking older with every passing month and start looking younger â¦
To be able to work and play with the same skill, energy and stamina he had years ago â and to add 10, 20 or even 30 good years to his life â¦
To relive the days when women noticed him and cast appreciative glances his way when he walked into the room â and to reclaim his former status as a sexual hero with his significant other â¦
To be freed from his slavery to doctors and drugs, and from desperately hoping that supplements are working for him (but secretly wondering if they really are) â¦
To stop obsessing about âthe endâ and begin living a richer, fuller life now â¦
To be seen by others as the healthiest, strongest, most energetic, sexiest octogenarian ever â¦
To find a doctor/advocate who believes in him ⦠who refuses to accept his age as an excuse for not healing him ⦠who has the qualifications and proven track record of fulfilling these same desires in other men who were once just like him.
<b>Should you be using audio and video on your website?</b>
I will spare you the long and drawn out "report" and quickly tell you that yes in fact, you should be. In fact most people will report AT LEAST a 30% increase in conversions by using video.
Why? Well because even though 35% of people say they would rather read a good book then just about anything else, 90% of those people are liars. Here are the real (sad) stats of reading in the United States of America. I wont address spelling and grammar for obvious reasons.
58% of high school graduates never read another book for the rest of their lives...
42% of college graduates never read another book after school...
80% of US families did not buy or read a book last year...
70% of US adults have not been in a bookstore in the last five years...
And 57% of new books are not read to completion. In fact, most readers reportedly don't get past page 18 in any new book they purchase.
I will spare you the long and drawn out "report" and quickly tell you that yes in fact, you should be. In fact most people will report AT LEAST a 30% increase in conversions by using video.
Why? Well because even though 35% of people say they would rather read a good book then just about anything else, 90% of those people are liars. Here are the real (sad) stats of reading in the United States of America. I wont address spelling and grammar for obvious reasons.
58% of high school graduates never read another book for the rest of their lives...
42% of college graduates never read another book after school...
80% of US families did not buy or read a book last year...
70% of US adults have not been in a bookstore in the last five years...
And 57% of new books are not read to completion. In fact, most readers reportedly don't get past page 18 in any new book they purchase.
Holy cow!
That puts me into an elite group.
Way to go Chuck! ( pats self on back while reaching for my copy of "the Waste Lands" --> Stephen King.
But my numbers are your numbers and/or overspool numbers at the time when I made my post.
So your repetition of not agreeing with my numbers is a disagreement with yourself and/or a statement that overspool lied.
You should make sure that you become selfconsistent and not emotinal. Also do not assume that readers cannot figure out what is under the surface.
Please retrieve the numbers from your posts, and from overspool's posts up to the point where I made post.
There is one element that has been absent in your analysis: the conversion of a click to a member of a list?
What is that ratio according to you?
Brandon: to help you refresh your mind, I am including one of the numbers you disagree with.
Go check your history of posting and tell us what the other numbers are.
Then we can redo the numbers or re-assess you own numbers.
I think that your the one that needs to go reread what I have said or rewatch a video. I have said a number of times that unless you hire a very expensive copywriter like John Carlton, Frank Kern, Craig Garber, Dan Kennedy etc you should not expect your search engine traffic to convert above 1 to 2%. If you get above 3% your amazing. Getting above 5% will turn you into a multimillioniare, probably in the eight figures as long as your market is big enough to support that figure. Your talking about a lot of money to get a 5% copywriter like Carlton or Garber though, usually 25K to 50K upfront advance against royalties, the royalties usually run 5% to 10% of GROSS sales. You can get a younger but still very good copywriter that will convert around 2.5% up to 5% for a lot less, 3K to 10K and probably not have to give up a part of the revenue. The thing is though that once you have the cashflow it's worth it to pay a lot for the sales page because your margins are huge.
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