"The Lightning Speed Internet Sales Success Course"
          
                                  LESSON #5
          
                             © 1997 B.S.A. / F.M.
                    http://web.idirect.com/~bsa/index.htm
                       _______________________________
          
                                  THE TOPIC:
          
          How to combine the strengths of the Web, advertising, 
          direct mail and e-mail to geometrically multiply the 
          effectiveness of your business - any business (the real 
          benefit of new technology is marketing synergy.) 
          
                                 THE ANSWER:
          
          Every possible way to contact us is mentioned in all of 
          our mediums of communication. That's how every business 
          should be run. Is YOUR business set up that way?
          
          Our web site visitors receive direct mail and email from 
          us. Our direct mail instructs people to email us and 
          visit our web site.  
          
          Our web site immediately invites people to receive direct 
          mail from us. And they are immediately followed up with 
          email. You know that if you've ever been to our web site.  
          
          Our direct mail invites people to visit our web site, 
          email us and phone us. You know that if you've ever 
          received anything from us.  
          
          It boggles the mind how many web sites out there are 
          under-communicating to their market. I've had people come 
          to be in respect to one certain offer, and say to me: "I 
          went out looking and I found [20, let's say] web sites 
          selling xyz product. YOUR web site was the only one that 
          listed a phone number." Or sometimes it was: "YOU were 
          the only person who actually responded to my phone call 
          [or email]." 
          
          Why are all these people pretending to be in business 
          when they're really not?  Selling is communication! It 
          seems all you need to do to be successful in business is 
          to be LESS BAD than others! There are an awful lot of people
          out there who just don't reply to phone calls and emails.
          Keep the lines of communication open. 
          
          If you've read anything by Jeffrey Lant, you are familiar 
          with his "Rule Of 7" - which states that 7 contacts are 
          generally required to convince and inspire your prospect 
          to ORDER something from you. Multiple modes of 
          communication are a great way to achieve 7 contacts 
          QUICKLY to a hot prospect and create the sale. Once 
          you've established that somebody is a hot prospect, one 
          followup is not enough.  
          
          Multiple FORMS of contact are important, too. If you were 
          selling something for $1000, which do you think would 
          work best? A) 7 e-mails? or B) an email, a web site 
          visit, a phone call, 2 more emails, and an overnight 
          U.P.S. package? The correct answer is "B".

          Your task is clear: communicate to your market in multiple 
          ways, multiple times, in a short period of time, in order 
          to have the greatest impact on them.