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MONTH THREE1. In order to determine if your advertising efforts are working, it is necessary for you to have kept track of your responses from each promotional effort from the first day you started the promotion of your business. This is true whether it be mailing postcards, putting out fliers, placing a newspaper ad or any other method. Each different ad or method needs to be "coded" in some way so that you will know where the response came from. For example if you are asking people to call add "ask for extension xxx or ask for John" to one ad and "ask for extension YYY or ask for Mary" to another. If the ad requests mail-in response add "suite xxx or Dept 3" to the address.
Or, if you are running classified ads (where every word costs money) you can save the extra word by slightly changing the spelling of your or your company's name or adding a number or letter to the end of it as a tracking tool. In this manner you will know exactly what response you got from each ad. You would then take the number of responses you received from each ad and divide it into the cost of your ad to determine the cost of each lead. To illustrate Let's say that your ad cost $25 and 10 people responded to the ad. The cost of each lead would be $2.50; $25 divided by 10.
As a second step, you need to track how many of the persons who responded actually joined. Carrying the above illustration one step further, suppose of the 10 people who responded 2 join your program. This would mean that it cost you $12.50 to generate a new member from that ad.
Save the results from each ad. As time goes on you will want to compare the results of different promotions to each other to determine which are most effective. You will also be able to look at ads that have created borderline results in terms of their effectiveness and possibly change something that will make it effective.
Remember, your ultimate goal is to build a downline. So getting 100 responses from an ad does not make it successful if none of them join. An ad that generates 1/10th of that and results in 5 new members may very well be the more successful ad. From the previous discussions and illustrations you should by now see exactly how it works. I hope you can see the value of keeping accurate track of this information.
Not only will you save valuable time and money but when you get ready to step up the pace, your track record of winning promotions will enable you to duplicate your success; and build your business as large and as quickly as you choose.
Paying close attention to how your promotional efforts are doing will also alert you to possible problem areas. Are a large number of the people responding asking the same questions? Are they voicing the same concerns? Are they making inquiry but not buying or joining? These are problems that can be solved ...if you are aware that they exist. Call some of the other people involved in your program and ask them about the effectiveness of their ads. Ask about closing percentages. This will give you an idea of how you are doing in relation to others and you can be guided accordingly.
2. With respect to new promotional avenues, depending on the program, there are all kinds of possibilities. Fundraising, Tradeshow booths, demonstrations, home parties, sample mailings, catalogue sales, telemarketing, promotional tie ins, contests, giveaways, barter, donations of product to auctions or other benefits which will get you free publicity. The list could go on and on and is limited only by your budget and imagination. A little creativity however can take the place of cash and sometimes lends itself to an even more effective promotion.
3. As far as your newly sponsored members, always find time for them. They will get discouraged if nothing is working, they will get discouraged if they feel abandoned. Treat them the way you would want to be treated. Clue them in to what is working for you, let them know how you are doing.
If your company has provision for it, you may want to start rewarding the efforts of your downline by placing your personally sponsored people under them. The few dollars you may give up initially will reward you in the long run with a strong and loyal downline. The way some of the companies are set up in this regard it won't even cost you the initial commission and you still get residual income, but now so does one of your downline!