An
extraordinary presentation of profitable marketing
-- but only individuals with
imagination can attend
This "seminar" will appeal to only one person in ten. The other nine will be talented, sincere, and ambitious in their way, but to them a book is a book, a seminar is a seminar, and the beaten path is a source of comfort. One person in ten has imagination. And little time.
Imagine this.
A limousine is at your door. You are invited to pack your bag and your laptop, then to climb in. You ride to the airport and board a private jet. You fly to Denver International Airport and go directly to the home office of Warren J. Rosaluk, the man judged "Best Marketing Individual" by Colorado Business Magazine.
You spend hours with him discussing marketing strategies and techniques. He shows you table after table of statistics, the year by year results of his having mailed tens of thousands of pieces of mail with comparisons to alternatives like print advertising, newsletters, telemarketing, networking, web sites, and seminars.
"Direct mail," he says, "is the most cost effective form of marketing, as long as you have three mandatory ingredients."
As confirmation, he shows you a Gallup Poll of business executives in which direct mail was named as the number one tool for generating sales, outdistancing the second place option -- sales representatives -- two to one.
You are typing notes on your laptop, page after page. You want to know more and ask about the three ingredients of profitable direct mail.
"One, you need to be good at what you do or have something of value to offer. Two, you need an accurate, targeted mailing list. Three, and most important, you need a compelling brochure with the right contents and the right format. Not a 4-color glossy piece of paper that brags about how good you think you are."
You pick his brain for ideas on how to determine what a brochure should say and the precise format in which to present it. For an hour, he rattles off a list of questions, questions about your company, questions about your product or service, questions about yourself, and questions to ask your customers. He pauses between questions to allow you to take notes. You type furiously.
He shows you a sample brochure. You are taken aback. It is not what you expected. So wordy, so direct, so client centered. No puffery about the company or the product or service, and no list of prices. "This brochure," he says, "produced over a million dollars in revenue for a relatively new company that had been using a glossy advertising agency brochure and not getting much response. In the very first year of using the new mailer, they generated over $1 million in new business." He shows you a letter from SECUTRON, signed by Frank Horwich, that confirms the $1 million in revenue.
"Would you like a copy of this brochure?" Eagerly, you grab it, immediately sensing how you might copycat it for your own business.
He shows you a letter from Paul Nino of Advanced Storage Technologies and a note from a conversation with Paul in which he estimates a response of between 6% to 8%. Then he shows you the brochure. Again you are surprised. It is similar to the SECUTRON brochure, simple and direct, but different in a significant way. "This is an improved format," he says. You do some quick mental calculations. Most companies are happy to get anywhere near a 1% response to a mailing, but 6%? Wow!
Warren offers you a copy of the AST brochure. Again you grab it and place it safely in your briefcase. Knowing what has worked that well for someone else, you realize, will keep you from having to re-invent the wheel.
You break for lunch, then take a walk in the warm Colorado sunshine, flexing and unflexing your weary fingers, marveling at the bright blue, cloudless sky, smelling fresh baked bagels from a nearby store, hearing the laughter of school children at recess. Refreshed, you hurry back to continue the "seminar."
He shows you letters, dozens of them, from clients who have followed his system. One, from DECOR BOND, says the company received over a 15% response when they distributed the brochure at a trade show. Dennis McFerrin of Universal Dental Arts says the brochure was the best sales tool he had used in over 30 years in the business. It generated a monthly increase of over $40,000.
Norm Karsh, General Sales Manager of a large automobile dealership, wrote, "The Sales Consultants like the brochures, the customers like them and, most important, they help sell more cars." Other letters document response rates of 2% and 3% and six-figure results from the very first mailing. Warren says, "Different industries, similar format" -- and similar results, you notice -- "and an identical system to follow when putting the brochure together."
Your fingers are threatening to cramp as you continue typing notes nonstop. Warren explains additional ways to use the brochure, ways to generate referrals from existing clients and third parties. You are particularly intrigued by a technique he calls the "wallet stuffer." When used by Phoneworks, it produced an incredible 75% response!
Your one-on-one seminar continues for several hours, jumping from topic to topic, technique to technique. Warren explains how to develop your own brochure based on the list of questions he gave you earlier and on the sample brochures you have safely stored in your briefcase. As the final example, he shows you the "killer postcard" and says, "This small mailing piece, by itself, can produce a 6-figure net income for most any consultant, professional, or home-based business. The format has been thoroughly tested. It typically produces between $0.61 to $2.12 in profit per card mailed."
You shake your head in amazement. "Ingenious!" you say.
Warren asks you about the size of your average sale, your closing ratio of clients to prospects, your profit margin, and your profit goal for the next year. He enters the information into his computer, then prints a sheet of numbers. Handing it to you, he says, "Here's the Formula 15 Professional Marketing Plan. To reach your goal, just follow these instructions." What more can a business person want?
You pause to reflect upon the day. How do your measure the worth of this private meeting, a session which may advance your career, your company, and your income?
When you have finished, your limousine returns you to the airport and your private aircraft. Twenty-four hours after you left, you are back in your office. Exhausted, you are brimming with new ideas and visions of increased profits ... but are appalled at the sight of an overflowing in-basket and a stack of message slips. You suddenly realize you can't be out of the office for an entire day -- no matter how valuable the experience -- and you wish you could learn everything without leaving town.
Your wish is granted! We've already done the legwork for you, and our "trip report" can be on your desk within a matter of days. It compresses your itinerary into the span of a single hour. You learn how to apply the two factors that determine a brochure's effectiveness. You learn 3 ways to make your brochure more effective. You learn the 2 things that guarantee a successful marketing campaign. You learn, step-by-step, how to create your own highly tested, highly researched, and highly profitable sales brochure. All at your convenience. Imagine that!
If you are the one person in ten to whom this message is directed, you will be anxious to read our limited edition executive report, How to Get New Clients to Call You. More than a "seminar in print," it is an invaluable 30 page reference you will read, study, and follow. It includes Warren's personal "super brochure" the sample brochures from SECUTRON and AST, the "killer postcard," and the Formula 15 Professional Marketing Plan.
Quite simply, How to Get New Clients to Call You shows you what works, reduces your risk, and maximizes your chance of success. You benefit from 9 years of research and testing, the lessons learned from writing hundreds of brochures, and the experience of having mailed and tested close to a million pieces. You stand on the shoulders of others.
If you want practical information without theory, and if substance is more important to you than style, you are one of those imaginative few who should order How to Get New Clients to Call You. This "Virtual Seminar" is available for the princely sum of $99. Add $6 for shipping via Priority Mail.
Hurry! Your limousine is waiting, and nine others are eyeing your seat. Bon Voyage!
To order, mail your check to:
WJR Virtual Seminar
7090 South Fillmore Court
Centennial, CO 80122
or
use your credit card (MC, Visa, American Express, Discover) by calling:
1-800-795-2150
or
fax your name, address, phone, credit card type, card number, and expiration date to:
1-888-870-2150
Copyright 1998-2009 by Warren J. Rosaluk
Warren J. Rosaluk
7090 South Fillmore Court
Centennial, Colorado 80122
