Access to Information

Retailers are asking, “Why do people buy from my competitors without even giving us a chance?” And I reply, “They gave you a chance. They just didn’t physically come to your store.”Customers carry instant access to all the knowledge of the world in their pockets. They no longer have to visit your store to compare prices and research their options.Why would they drive to a store to get expert guidance when better, faster, more objective guidance is instantly available online?You can argue, if you like, that the information you provide is far superior to the information available online. And you might even be right. But your customers are looking for information immediately. They’re looking for information right this second. They gave you a chance when they went online. Your website just didn’t volunteer what they wanted.If your answer to their query had been available online, Google or some other friend would likely have directed them to it.“Advertising is a tax you pay for not being remarkable.”There are three keys to being remarkable:1: Correctly anticipate the customer’s desire.2: Satisfy it clearly, with nothing held back.3: Package your offer magnetically.These are simple things, but as my friend Jeffrey Eisenberg says, “Simple isn’t always easy.”Particularly “not easy” is this challenge of magnetic packaging: to create an offer that draws attention, an offer that bears repeating, an offer that no one else has the courage to make.Magnetic Packaging begins with strategy. “What would the customer be delighted to hear?” Answer this question resoundingly and you have the beginnings of a successful direct response campaign.Want to know a secret? Next week’s class at Wizard Academy, “How to Write Direct Response Ads,” will be attended by three of the most successful direct response packagers in the world today: (1.) Brian’s website has more than unique visitors per day than most websites will see in 3 years. (2.) Ryan has hundreds of professional marketers paying him significant amounts of money each year just so they can hear what Ryan is currently thinking. (3.) Dan employs 180 people in a full-time direct response effort that brought in 85 million dollars last year. That business will easily exceed 100 million in 2014.Weirdly, all three of these giants want to hear what Jeff Sexton and I have learned about Magnetic Packaging.Dan has agreed to share the technique that allowed him to go from $70,000 in credit card debt to $85,000,000 in sales. Some of you have stayed in the room Dan built at Engelbrecht House. Yes, Dan has been part of the family for a long time, so he’s willing to share things with us that he shares with no one else. Brian and Ryan are also deeply involved with the Academy and even though they’re both attending as students, I’m betting their questions, comments, suggestions and observations will be insightful. Frankly, I’m very much looking forward to this class.All the rooms in Engelbrecht House and Spence Manor are full, of course, but we can definitely find a seat for you if you’re willing to rent a hotel room.This class is May 6-8. I’m definitely going to be there.Are you?Roy H. Williams