One of the most well-known and respected direct marketers was Gary Halbert. He started in the days before email and the internet. His medium was direct mail, sent to prospect's homes and businesses. However, the techniques and ideas that Gary was known for work as well with the internet as they did in the mailbox.
Once of his famous promotions was the "Dollar Bill Letter". He would send direct mail to his prospects and the letter had an actual dollar bill attached to the top of the letter. Talk about getting people's attention!
He would then explain in the letter that the dollar bill was to get their attention, and since the letter was about how to make more money, it made sense.
When someone opened the letter and saw the dollar bill, they were surprised. More than that, they were ASTONISHED! This meant they needed to learn more and read the letter.
You have to be doing things to stand out and get the undivided attention of your prospects. Frankly, it is far more important on the internet because there are so many other messages that are vying for their attention. The competition for attention is fierce, and everyone is in it to win.
What kinds of things can you do that will astonish your prospects? What can you do to stand out?
You need to be constantly thinking this way to be successful. If you don't have a continuous focus on how to astonish and amaze your prospects, then you will just be another person they ignore.
