Monday, June 21, 2004
If you are advertising for leads, only allow the people
you are going after to respond by phone.
Decades ago, Claude Hopkins was
introducing a new product in New York and wanted to give away free samples so
people could see how good the product was.
He ran ads in newspapers with a
combined circulation of millions.
One-third of those ads said you
could get the free sample product by sending your name and address to the
company selling the product.
Another one-third of the ads said
you could get the free sample product by calling and giving the person who
answers the phone your name and address.
The remaining third of the ads said
you could write or call.
The "Phone Only" Option Outpulled
The Other Two Options By A Factor
Of Three To One!
I've retested that
concept in recent years and the numbers are exactly the same. In other words,
"phone only" still produce