Flaw found in a fundamental rule of Internet Marketing

18 replies
How many times should you follow up with a potential customer ?

Why - seven of course.

How come ?

Because that's what you always read.

Now think back to the last time you read that, where did that
person get it from ?

From another - who himself got it from another and so on.

This information has spread virally so we need to go back to
the original source and check it's validity.

That's what I have done.

After extensive research I have tracked it down to one man
- Professor Otto Responder.

When I asked him how he arrived at the figure he was pleased
to put the record straight.

-------------------------------------------------
It was the early day of the Net and I was selling the Paul
Myers book 'Make money on Bulletin Boards with your
Spectrum'


My assistant shouted "Otto - how many follow ups shall we do ?"

I answered 'just two' but at the same moment my small child,
doing his homework, asked "Dad, how many days in a week ?"

As you can see the two replies got misheard and so,
unfortunately, the IM world has been flooded with all these
pointless additional emails over the years.

-------------------------------------------------

So there you are.

What can we learn from this story ?

Don't believe everything you hear. Always test things out for yourself.

By the way Professor Otto Responder Junior went on to become
a teacher. You can recognize his pupils when they recite the
days of the week: Sunday, Monday.



Harvey
#flaw #found #fundamental #internet #marketing #rule
  • Profile picture of the author Martin Luxton
    It's a good job Otto Jr. didn't ask how many days there were in a year.

    Martin
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    • Profile picture of the author Vijay M
      Originally Posted by Martin Luxton View Post

      It's a good job Otto Jr. didn't ask how many days there were in a year.

      Martin
      Man..I laughed so hard

      thanks Harvey for the lesson.

      @ work we used to have a character who claimed his source was UWAG(UnScientific Wild Ass Guess)
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      • Profile picture of the author Paul Myers
        Why would anyone believe Otto? The idiot can't even get the book title right.

        That should end with "Amiga." I never owned a Spectrum.


        Paul
        Signature
        .
        Stop by Paul's Pub - my little hangout on Facebook.

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        • Profile picture of the author Harvey Segal
          Originally Posted by FifthDimension5 View Post

          there is no hard and fast rule for how many follow up emails there need to be, its variable.
          No rule eh ?

          That's given me an idea. How about a minus number of follow ups ?

          For example -2 would mean that the potential customer has
          to email ME, and he must do it twice before I allow him to order my product.

          Clever, yes ?

          That's the beauty of the Warrior forum - it gets you
          thinking outside of the box.

          Harvey
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          • Profile picture of the author Joseph Ratliff
            Originally Posted by Harvey.Segal View Post

            No rule eh ?

            That's given me an idea. How about a minus number of follow ups ?

            For example -2 would mean that the potential customer has
            to email ME, and he must do it twice before I allow him to order my product.

            Clever, yes ?

            That's the beauty of the Warrior forum - it gets you
            thinking outside of the box.

            Harvey
            Now that's outside the box. And it could be tested... hmmm...
            Signature
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            • Profile picture of the author Killer Joe
              Right off the bat I can tell the answer is pure BS.

              Everybody knows that when stats are rounded up to whole numbers someone is fudging the results.

              If you had stated 4.67 times I would never even have questioned your numbers, but as it stands now your credibilty is in serious jeopardy.

              Seven?...get real.

              KJ

              :p


              THIS THREAD IS NOW CLOSED
              Signature
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              • Profile picture of the author JohnMcCabe
                Harvey, thanks, it's getting towards evening here and I could use the chuckle...

                Originally Posted by Martin.Avis View Post

                It reminds me of a chap I worked with in advertising agencies, years ago. He rarely did any research - but he managed to write presentation slides that were full of authoritative facts and figures which the clients lapped up.

                His charts all had the legend 'Source: MUE' at the bottom, but nobody ever asked who this MUE was.

                Until I did and he told me it stood for 'made up earlier'.

                Martin
                I had an engineering professor once that insisted we document our sources for everything and anything that wasn't in the textbook (which he wrote). I almost made it through the whole semester until he finally noticed that two of the resources I leaned heavily on were WAG and SWAG.

                Of course, he knew that WAG stood for 'wild ass guess' and SWAG was 'scientific wild ass guess'... Fortunately, I WAGged and SWAGged pretty well, and he had a sense of humor - I passed the course. :p
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          • Profile picture of the author snakez0r
            Hahaha, a minus number of follow ups.

            That's awesome

            Originally Posted by Harvey.Segal View Post

            No rule eh ?

            That's given me an idea. How about a minus number of follow ups ?

            For example -2 would mean that the potential customer has
            to email ME, and he must do it twice before I allow him to order my product.

            Clever, yes ?

            That's the beauty of the Warrior forum - it gets you
            thinking outside of the box.

            Harvey
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    • Profile picture of the author globalpro
      Harvey,

      As always, you are too much.

      Thanks,

      John
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      • Profile picture of the author BizBooks
        LOL @ Harvey!

        there is no maximum number... keep proving good content in your emails, and you can sell to the people at least 45,736 times.

        (and as you know, 93% of all statistics are made up....)
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  • Profile picture of the author Martin Avis
    Harvey makes a very useful point - albeit in his own bizarre way!

    I was at a Ted Nicholas seminar a couple of years ago and he was asked about this very point. The forever trotted-out 'truth' that prospects need seven follow ups before they are ready to buy is credited to him (from his mail order days).

    He laughed and told us that it came from someone asking him how many times they should send out mailing pieces before giving up on a customer and, not having the slightest idea because the answer would depend on way too many factors, he simply said 'seven' because it sounded like a reasonable number, and he didn't want to get into a big discussion.

    It reminds me of a chap I worked with in advertising agencies, years ago. He rarely did any research - but he managed to write presentation slides that were full of authoritative facts and figures which the clients lapped up.

    His charts all had the legend 'Source: MUE' at the bottom, but nobody ever asked who this MUE was.

    Until I did and he told me it stood for 'made up earlier'.

    I bet that there are still a lot of marketing directors out there quoting some of the outrageous stuff he made up for them.

    If it sounds believeable, nobody questions it - including the number of autoresponder messages you have to send out to get a sale.

    Martin
    Signature
    Martin Avis publishes Kickstart Newsletter - Subscribe free at http://kickstartnewsletter.com
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    • Profile picture of the author Harvey Segal
      Originally Posted by Martin.Avis View Post

      I was at a Ted Nicholas seminar a couple of years ago and he was asked about this very point. The forever trotted-out 'truth' that prospects need seven follow ups before they are ready to buy is credited to him (from his mail order days).
      There's only one conclusion we can make from this.

      Ted Nicholas and Professor Otto Responder are one and the same.

      Harvey
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  • Profile picture of the author Chris Stigson
    God! Good message, confusing way to get it delivered... LoL... I was like, "Otto Responder", Autoresponder, haha... Oh well, that's true. Always test it yourself, and those that do are the ones who make more money, because of that simple reason.
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  • Profile picture of the author KristiDaniels
    Actually it has been done.

    I remember one campaign where we made them give a donation to a specific charitable cause and then mail us the receipt before they were allowed to hear the pitch.

    It closed over 50% on a very high ticket item (5 figures).

    If we had made them do two things and email us twice, I'm sure we could have closed 75%.

    In the old direct marketing days, we called it "pre-qualification."
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  • Profile picture of the author Emmanuel Betinis
    Once upon a time a man didn't buy from me after the 7th eMail, or even the 15th or the 20th.

    On the 24th eMail follow-up, he finally gave in and bought the product
    I was selling.

    That's a sale I would have lost had I only had my aWeber account
    loaded up with 7 touch points (or even 15 or 20 for that matter).
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