http:kevinoefelein.com Today we’re going to talk about something I see most businesses doing terribly wrong… Inbound marketing. But first a quick story: Let’s say that a business spends their marketing budget trying to generate leads through direct mail, place ads in trade journals, and newspapers. And let’s say the call to action in all of these ads is for the prospect to call in to the business. You with me so far? Now let’s say that all of the ads and direct mail pieces had the same phone number on them. And let’s say that number on those ads and direct mail pieces ring through to a receptionist, who then handles the call. Wrong. Wrong. Wrong. That business is doing things exactly wrong in at least three ways. First, the business should be testing which ads and direct mail pieces work best. This way, they can ramp up what works and cut back on— or cut out— what doesn’t. A good way to do this is by using different numbers or different extensions for each ad. This way you can see exactly how many calls each ad or mail piece is producing. That said, you should then record every single bit of relevant information from each caller, everytime. Let’s say the business is currently running two ads, one in a trade journal and one in a newspaper. And let’s say they are recording how many calls each ad produces and they find the newspaper is pulling in more calls at the same cost as the trade journal, let’s say 100, whereas the trade journal is only generating 50 calls. Now, if you judge the success of the ads on call-ins alone, you might find that the newspaper is the winner and the trade journal is the loser. But let’s just say that the newspaper produces a customer with an average lifetime value of $1000, and the trade journal generates a customer with a lifetime value of $10,000. Still think the newspaper won? That’s why you measure everything you possibly can for each ad, salesletter, or direct mail piece you put out. And you judge winners and losers on all criteria, especially how it affects your bottom line. We’ll be talking about the other two mistakes later on in the week. Believe me, you’ll want to follow this, as probably 90%+ of businesses out there handle their inbound marketing incorrectly… leaving a ton of money on the table.

1. Marketing Lessons
from a 96 Year Old
New Father

2. Marketing Lessons of a 96 Year Old New Dad
Today’s message will be short and
sweet, as there’s tons to do and
not much time.

3. Marketing Lessons of a 96 Year Old New Dad
That said, while I was reading the
news this morning, a shocking
headline caught my eye.

4. Marketing Lessons of a 96 Year Old New Dad
It read…

5. Marketing Lessons of a 96 Year Old New Dad
World's Oldest New Dad is 96

6. Marketing Lessons of a 96 Year Old New Dad
96. That's a nine and a six. That’s
not a typo.

7. Marketing Lessons of a 96 Year Old New Dad
Anyway, the first thing that came
to mind about that was something
I heard Chet Holmes talk about a
few years back.

8. Marketing Lessons of a 96 Year Old New Dad
He said that the human race is
practically going extinct and that
an average 75 year old man has a
sperm count five times higher
than an average 18 year old.

9. Marketing Lessons of a 96 Year Old New Dad
Why? Nutrition.

10. Marketing Lessons of a 96 Year Old New Dad
Chet talked about how the
average serving size of spinach in
1940 had 158mg of iron in it,
which decreased to 27 in 1965…

11. Marketing Lessons of a 96 Year Old New Dad
And is now, it's less than 2mg of
iron today.

12. Marketing Lessons of a 96 Year Old New Dad
So in order to get the same
amount of iron today as you
would in 1940, you’d have to eat
something crazy like 80 cans of
spinach.

13. Marketing Lessons of a 96 Year Old New Dad
Anyway, I ate all this stuff up. And
it made me think much more
about my own nutrition.

14. Marketing Lessons of a 96 Year Old New Dad
And believe me, if he was selling
any type of supplements or
healthy food, I'd be buying it all
up.

15. Marketing Lessons of a 96 Year Old New Dad
And that is exactly the point he
was demonstrating.

16. Marketing Lessons of a 96 Year Old New Dad
Education sells.

17. Marketing Lessons of a 96 Year Old New Dad
Using ‘wow’ facts and education
in your marketing works so much
better than just plain “knock-em-
over-the-head” sales tactics.

18. Marketing Lessons of a 96 Year Old New Dad
And it works for many reasons.

19. Marketing Lessons of a 96 Year Old New Dad
First off, people really dislike
being sold to.

20. Marketing Lessons of a 96 Year Old New Dad
The average person is exposed to
something like 30,000 commercial
messages a day. And business
owners and decision makers, like
us, get hit with commercials even
more-so.

21. Marketing Lessons of a 96 Year Old New Dad
So when someone comes and says
they want to educate us, it knocks
the pressure down a ton. It's kind
of a nice refreshing change of
pace.

22. Marketing Lessons of a 96 Year Old New Dad
It also shows the prospect that
they can benefit regardless of
whether they do business with
the educator…

23. Marketing Lessons of a 96 Year Old New Dad
Especially when it’s an education
—and not a product or service—
that’s being sold.

24. Marketing Lessons of a 96 Year Old New Dad
And besides, it works because no
one really wants to be ignorant.

25. Marketing Lessons of a 96 Year Old New Dad
Deep down we all have a desire to
learn and know more, especially if
that learning has to do with our
businesses, or if it benefits us in
some other way.

26. Marketing Lessons of a 96 Year Old New Dad
There’s many more ways
educational selling works and
we’ll dig deeper into the reasons
at a later time.

27. Marketing Lessons of a 96 Year Old New Dad
What’s most important now
though, is this:

28. Marketing Lessons of a 96 Year Old New Dad
Educational marketing works!

29. Marketing Lessons of a 96 Year Old New Dad
Believe me, I’m not writing these
messages every day for my health.

30. Until Next Time…
Until next time,
Kevin Oefelein

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