Remember that book by Mark Yarnell, "How To Become Filthy Stinking Rich In Network Marketing"?

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In chapter 15 he reveals he's really a direct mail man.
Everyone thinks of him as a "network marketer" and indeed he was.
But in chapter 15 he clearly shows he used direct mail to build his downline.

And remember Joe Girard, the famous car salesmen who sold some 200 cars each month. He did not own the dealership, he was just a salesman. He also was really a direct mail man. Joe had a mailing list of some 15,000 names that he mailed to every month. And it resulted in selling 200 cars a month.
What did he mail?
It was just a monthly greeting card, like "Happy Valentines Day, I like you. Signed Joe."
It always included his business card.

Keep in mind, they buy from you for 3 reasons only:
1. They like you.
2. They are convinced yours is a good deal.
3. They were going to buy this crap anyway and you just happened to show up at the right time.

I guess, Joe Girard got 2 of the 3 items right. Likeable and Timing.
I guess, Mark Yarnell had to lean on CONVINCING more.
Just thinking.
MrWoo
#book #mark #remember #yarnell
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  • Profile picture of the author Kay King
    Not sure what the point is as the conclusions of likable and timing are pretty general.


    Girard was selling cars in 60's and 70's - the book you reference is form 8 years ago and a lot has changed since then.
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    • Profile picture of the author AdmanMrWoo
      Kay, are you in the car business? "A lot has changed"... sounds like you are in the car business. Let's talk.

      Linwood
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    • Profile picture of the author Claude Whitacre
      Originally Posted by Kay King View Post

      Not sure what the point is as the conclusions of likable and timing are pretty general.


      Girard was selling cars in 60's and 70's - the book you reference is form 8 years ago and a lot has changed since then.
      Things have changed dramatically in car selling. You can go online and see what a dealer pays for a car. You can shop every dealer in your area online. Car salespeople are almost unnecessary now.

      But Girard would have fit right in today.
      He made about $200,000 a year back in the 1970s...a good living, but it was by selling an average of about 1,200 cars a year. That's less than $200 a car. So he was heavily discounting.

      He got by on being friendly, working referrals (which he paid for) , and (in the beginning) cold calling strangers. It was hustle. And his after sale service was legendary...which it has to be to get referrals that buy. He would probably be doing the same thing, and making the same amount of money...talking to almost only blue collar workers, selling Chevrolets.
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  • Profile picture of the author AdmanMrWoo
    So, what you're saying is that ad copy is more important than ever, in today's online car business. And since cars are kind of a commodity, it would behoove a car dealer to make the offer more interesting, singing the praises of the car, and the smartness of buying the car from him and not the guy down the street. Sweeten the offer.

    ... Just thinking here... if someone were to read a long-winded car ad, by Joe the dealer, wouldn't it kind of build trust in the prospective buyer to buy the car from him and not the competitor?

    I'm keeping in mind that the PURCHASE happens THE MOMENT the potential buyer makes up his mind to buy that car, and that experience, even if he can't get to the show room for another 3 weeks.
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    • Profile picture of the author Jeffery
      Originally Posted by AdmanMrWoo View Post

      So, what you're saying is that ad copy is more important than ever, in today's online car business. And since cars are kind of a commodity, it would behoove a car dealer to make the offer more interesting, singing the praises of the car, and the smartness of buying the car from him and not the guy down the street. Sweeten the offer.

      ... Just thinking here... if someone were to read a long-winded car ad, by Joe the dealer, wouldn't it kind of build trust in the prospective buyer to buy the car from him and not the competitor?

      I'm keeping in mind that the PURCHASE happens THE MOMENT the potential buyer makes up his mind to buy that car, and that experience, even if he can't get to the show room for another 3 weeks.

      Way back that would have an impact - Not going to happen today because today's target market has changed significantly.


      Back in the day when there was no internet, blue-collar workers relied on T.V. ads, radio ads and word-of-mouth, Today, the same blue-collar worker relies on the internet in terms of searching "the best offer" i.e. research that matches their finances.


      Car dealers spend more on radio ads than internet ads. Radio ads match the buyers intent to obtain "the best offer" whereas internet ads are more for visual aesthetics.


      Millennial blue-collar workers are today's preferred target market for car dealers that have to have a large turnover.


      Internet wise, the attention span of millennial blue-collar workers is short - very short - on average 3 minutes at best.


      Millennials are not going to read long-winded copy no matter what and no matter that the copy is logical.


      Other attributes of millennials impact the buying decision. The educated blue-collar worker understands that they may need to switch jobs and even city/state every three to five years and loan institutions understand this as well.


      Today, anyone can research the internet and know what "the best offer" will be from month to month, the complete financials such as down payment if any, insurance, and derive a monthly total out-of-pocket budget.


      Like Claude said..
      Things have changed dramatically in car selling. You can go online and see what a dealer pays for a car. You can shop every dealer in your area online. Car salespeople are almost unnecessary now.


      OMG, I just quoted Claude!
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      • Profile picture of the author AdmanMrWoo
        Jeff, I'm not writing to win a debate, but to clear up my thoughts. And to seek your help in understanding the big picture. So....

        Regarding the car market and car marketing...
        1. "Things have changed"... Yes, that's true, but some things are the same. To me what has changed the most is that the bankers are involved more than ever in the car buying decisions. When I was growing up in the 60's computers we just barely a thing, but banks got them and started keeping track of "credit issuance" more easily, so they started mailing out bazillions of credit cards to folks who never even asked for them. When I was about 16 years old, I remember my "wild-man" uncle saying "I didn't ask for that card, they just mailed it to me." He was bragging on how he ran up that credit card to the maximum limit, ($5,000 I think) and had no intentions of paying it off. He died an early death, so he never did pay it off.

        2. Today, no one buys a car, they buy a car payment. So, you're right, that does change the dynamics of how you sell a car. That would also mean, if they are only buying a car payment, getting any kind of loyalty out of that customer is an uphill battle.

        3. And if the banks are ultimately in control of credit and interest, the car dealer is really an employee of the bank... so much is taken away from him and his control.

        4. Is it still true that the main profit center for the car dealer is in servicing the car, after it was purchased? If that is so, long-winded ads might come in handy in getting an edge.

        5. I hear a lot of folks say "Millennials don't read"... but they said that of us Baby Boomers when we were 20-some, 30-some years old. But "millennials" are just a broad demographic. What you are looking for is a psychographic within that demographic. Thus: some millennials read, some don't. Turns out that the readers make more money, are more engaged in the buying decisions, are more loyal once they make a decision, and get ahead in life more than the non-readers.

        6. Let's say you get your customers off the radio, that's fine, but how you follow up is key to any business success, and "reading" is the way to reach your customers via letters, email, text messages, etc. POST PURCHASE REASSURANCE would go a long way in customer loyalty and maybe referrals.

        7. So... if you're stuck selling the monthly payment, instead of the car, maybe your long-term success would depend on your follow-up rather than claim, "my lowest price is better than his lowest price.. oh wait, it's the same."

        8. Since every car dealer has a web site, wouldn't long-winded, story-appeal ads on each page, give the HUNGRY prospect (hungry for information) more reason to stay on the page, and thus build your SEO rankings with google? Not only can you do more with those words as far as getting inside the head of a potential buyer, you rise in the search rankings. Not bad, if ya can do it.

        9. If every car dealer has the same LOW MONTHLY PAYMENT plan, how does one stand out from another???? Back rubs? Lollipops for the kids? Free car wash for 5 years? Open late? Don't come to the show room, we'll deliver the car to your door? However it is, you must communicate it with "more words".

        10. But I do think the banks have really screwed with the car business... turning cars into a commodity like table salt. With 3 cars in every driveway, cars are not treasured like they use to be. And almost no one goes on a "Sunday drive" any more.

        11. I blame banks for this too: The car dealer is out there shouting "BUY THIS CAR FOR $399 A MONTH"... and the Uber/Lyft driver says, "I'll get you there, $19 bucks please." Car dealers have to compete with Uber... what a pisser for the car guy... thus: he'd better use his "long-winded" ad to SELL the benefits of car ownership over anything Uber can provide.

        12. I guess I'm saying, it would behoove a car dealer these days to get back to basics: And Clyde Bedell outlined the "basics" in his book HOW TO CONVERT WHITE SPACE INTO ADVERTISING THAT SELLS. Six basics... here they are...
        ONE: ALL GOOD SELLING IS SERVING.

        TWO: PEOPLE BUY ONLY TO GET BENEFITS.

        THREE: BENEFITS SOUND HOLLOW WITHOUT PRODUCT POINTS TO BACK THEM UP.

        FOUR: PROSPECTS (not people) WILL READ ANY AMOUNT OF AD COPY AS LONG AS IT'S INTERESTING AND HELPFUL.

        FIVE: THERE MUST BE PROPER PLANNING AND PROPER TIMING.
        SIX: TOP MANAGEMENT MUST AGREE ON THESE THINGS OR PROFITS WILL SUFFER.

        13. I think the car business has long past reach it's peak profit cycle. It might be smart for the car dealer to look into the "flying car" market, as it's even more cool than Elon's electric thingymabobs.



        Thanks Jeffery, for thinking aloud with me about these things.

        Yours
        Linwood
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  • Profile picture of the author AdmanMrWoo
    It's surprising to learn that network marketing has created more millionaires since 1990 than any other industry out there.

    I'm not in any network marketing company at the moment, but I don't hate MLMers. It's just a business model. One that works for a lot of folks.
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  • Profile picture of the author kinnera fh
    i didn't understand conclusion
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  • Profile picture of the author AdmanMrWoo
    Dear kinnera fh
    There is no "one" conclusion...

    but...
    there are many conclusions.
    I.E.
    1. A famous network marketing man, named Mark Yarnell, was really a direct mail man. Many businesses, over the years, have built their business with direct mail. Most folks on WF are all into online this and online that... but it should be noted that Google uses direct mail, to great effect. Google is not just online marketing-for themselves. Now of course, they want YOU to spend all your money, time and effort online, preferably with them, but note--- old fashion direct mail still has some kick, but don't tell nobody.

    2. MLMers often get badmouthed... For many years I use to bad mouth them too... but network marketing is just a business model. And a good one, if you take the time to understand it. One reason they get badmouthed is that so many folks fail in network marketing. ... but the failure rate is not much different than a failed restaurant, or a failed plumbing business, hell, even lawyers who don't drop out of law school, will often fail to earn a living in the law business. The failure ratios are likely similar.

    The failure rate of network marketers, appears high because it's so easy to jump into one of their organizations. To open up a restaurant, you're looking at a commitment of $200,000 or more for a hamburger franchise, but a typical MLM opportunity costs only $400 to $1,400 bucks to join.

    And of course most who join up, have no clue about "marketing" even though the whole thing is called "network marketing".

    But those who do "succeed" will make some nice money. Wither they make an extra $400 a month (which really helps some people) or $4,000 a month.

    3. No matter what business you're in, it would help you to "cross train"... can online marketers learn from Mark Yarnell and Joe Girard (the car salesman)-- you bet. I have.



    I'm sure there are more conclusions, but I've run out of coffee.

    Time to brew a fresh pot.

    Linwood
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  • Hellor Group,

    The hardest group to convince, is not the car dealer, vacuum salesmen, or any other local business.

    It is and always will be the marketer. For they are more stuck in their ways than a mom and pop business owner.

    Where the rest of the marketplace stumbles has always been the follow-up.

    I have heard every reason in the book, why a business owner will not or refuses to follow-up.

    But then they moan because business is sooooo slow.

    Having written copy and content for clients in 43 industries over the past 20 years, y'all are more alike than you think.

    Everyone wants low hanging fruit, but never wants to plant a garden.

    For those of you who have found, the sale really begins after the follow-up, you know the rewards that follow.

    Chinchilla
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    • Profile picture of the author AdmanMrWoo
      The Promotion Guy... has revealed perhaps the most amazing thing you can find here on Warrior Forum...
      A THOUGHT ABOUT ...
      FOLLOW-UP, FOLLOW-UP, FOLLOW-UP...


      Originally Posted by ThePromotionalGuy View Post


      Having written copy and content for clients in 43 industries over the past 20 years, y'all are more alike than you think.

      Everyone wants low hanging fruit, but never wants to plant a garden.

      For those of you who have found, the sale really begins after the follow-up, you know the rewards that follow.

      Everyone on this forum, should THANK HIM for the gentle reminder.



      Years ago, in the early 80's when I was just a puppy, I ran a shoe store. I was a cobbler. There was not much profit margin in that operation, so I couldn't do much in the way of marketing. At a yard sale one time, I discovered a whole big box of antique greeting cards, post cards from the 1940's I think. I bought the box of them for nothing. That Christmas I sent everyone of my customers an antique card, with a piece of chewing gum, and a message THANKING THEM for being my customer... I got a lot of mileage out of that effort. A lot.

      I was only 27 years old. I did not know that FOLLOW-UP was a cool marketing "twick". But damn, I had people talking about that card, and that chewing gum, for years afterwards. My post card and gum was even included in a slide presentation on marketing techniques by the famous adman Bedell.



      The Promotional Guy is right as rain... FOLLOW-UP boys and girls. That's the ticket.

      It's the key to a so-called "sales funnel"... it's the key to the so-called "drip system"... it's the key to "content marketing" and social media marketing... follow up I say. Follow up.



      Just thinking.

      Linwood
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      Linwood Austin, Direct Response Copywriter,
      http://theadmansdiary.com/ .. Phone: 801-895-9598

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