Diary of an Ad Man

July 9, 2019


Filed under: B2B BUSINESS TO BUSINESS MARKETING,Business,Copywriting Tips — linwoodaustin @ 1:04 am
Tags: ,
  • I just picked up a 30-year old book off my shelf about Business-To-Business Marketing mixed with Direct Marketing.
  • I’ve had it for years. But it reminded me of this…
  • Most B2B marketers lean on salesmen – they pay some 20% commission to sales people. Most salespeople are mostly on their own when it comes to generating leads.
  • .. how much more powerful AND PROFITABLE… if you BLEND in direct marketing with your B2B marketing.
  • Direct marketing seeks to PRE-SELL the prospect even before they call your company. It does the selling long before your salesman talks to them.
  • Direct marketing uses powerful selling messages, story-appeal, guarantees, benefits, benefits, benefits, NLP, calls-to-action, proof of benefits, testimonials, etc.
  • You see… most folks don’t want to talk to a salesman. But they “feel” no one is “selling” them if you tell them a “selling story” in print (online or offline)… they “feel” they are just doing research about a possible purchase. And I must tell you… people will not read “long winded” sales messages…. but PROSPECTS WILL.
  • In fact, a prospect will read any amount of advertising copy as long as it’s interesting and helpful.
  • Pretend for a moment… that YOU are a prospect for a safari trip to Africa. Don’t you have lots of questions? Guaranteed, you’ll read a “long-winded” travel ad about a trip to Africa. People won’t. But prospects will.
  • I can create the B2B “direct marketing” the will get buyers calling your company PRE-SOLD. Your salesmen will be thrilled. And your bank account will swell.
  • Let’s talk.
  • Linwood
  • Phone: 801-895-9598

July 8, 2019


Filed under: Business,Copywriting Tips — linwoodaustin @ 12:11 pm

Now you can RENT your clothes.
What a bad omen of things to come.
In times gone by, we had an old phrase; “He’d give you the shirt off his back”. It meant the guy was kind.
But now, what if you don’t own “the shirt on your back”, you’re just renting it?
Bad omen.
You don’t own your house, your car, and now your clothes?
You’re making payments on it all?
Bad omen.
You’ve become, essentially, a slave to the credit card-banking system.
And if you fall behind on your underwear payment?
Will the repo-man hunt you down and take back those panties?
Ya know Deutsche Bank is in the news, as a bankrupt bank. (THE FIRST DOMINO?)
Just how much credit can we stand before it all falls apart and we have to start over and the guy selling shirts and eggs says, “NO CREDIT, COD (cash on delivery) ONLY.
Throughout history… if you study that sort of thing… every credit expansion has been followed by an equal credit contraction.
Good luck out there.Screen Shot 2019-07-08 at 6.02.31 AM

June 15, 2019


Trying to get your business to grow… but it you get stuck in a loop…you’re stuck at $1-5 million gross sales… but profits are slim, you don’t even know how to read a financial statement… you know you’re really just a technician… who owns a business… but really the business owns you… you must grow revenue PLUS grow profits… they are not the same thing.

If you’re honest, you know you need help to get to the next level… Steven Ike, and Pete MacBeth can help. It could be you’re not running your business by the numbers, or you’ve hired the wrong people, or you need capital to jump start things, etc.

Those two guys are masters of business. They’ve got a universe of real world experience in growing both revenue AND profits.

You’re really sitting on a goldmine, in most cases, but you don’t know it. Bring Steve and Pete into your close ranks, let them shine the flashlite of truth so you can get out of that dark cave, that grind, and let them give you a second set of eyes to you can see what your financials are really telling you. Cash flow, sales, profits, margins, debt management, 12 month goals, operations management, — Jack of all trades, master of none. Reach out, it’s important.
Linwood Austin

June 13, 2019


Way back, in the 80’s, I started my ad agency. I knew nothing really about the “ad agency business”. But I knew how to make ads based on direct response methods.
Someone, in the business told me, “You need a car dealer as a client, they spend money on advertising.”
So, I picked up the phone and called all the car dealers within 3 counties. 33 dealers as I recall.
Mrs. Gatekeeper NEVER put me through to Mr. Big. And Mr. Big, never returned my call. So, I was kinda pissed. “I’m Linwood Austin, how dare they not return MY call”.
I had my pride, you see.
So, I sat down and wrote 12 letters about advertising. Each letter focused on a different area of advertising; newspaper, TV, radio, etc.

I mailed them all a letter every 3 days.

I never got past the 8th letter before I had more ad agency work from car dealers than I knew what to do with.

Listen, that’s why I recommend you do much the same with linkedin, facebook or any other platform, IF you are selling B2B.
I have personal experience with this, and I’m betting you’ll do well with it too.

If you want me to write those 12 letters for you, let me know.

Phone: 801-895-9598

Why do people hate MLM but they don’t hate “drop shippers”? 

Pen ready to writeI was thinking the other day that network marketers is a form of drop shipping.
You know, drop shipping is where you go out there and market some product, and the manufacturer ships the product out for you and pays you a commission.
Well, drop shipping and multilevel marketing (MLM) are very much the same, except MLMers are encouraged to not only sell the product but build a sales organization too.
As far as a business model, I think the MLMers rock. Why? Because  you can join a typical MLM for $300 bucks plus $100 monthly.
And you’ve got a real business opportunity where someone else makes the product, ships the product, bills the product and processes the payments and then cuts you a check on commission. Cool.
If you start any other kind of business, restaurant, plumbing business, building electric cars, etc. you’ve got HUGE, WHOPPING overhead and headaches before you see one dime in profits.
MLM is easy. Almost lazy. And since 1990 it’s made more millionaires than any other industry.
And you don’t have to make a million bucks from it to enjoy it. A lot of people make an extra $500 to $1,000 a month from an MLM and it sure helps out.
Some folks I know make $1,000 a month for 15 years and don’t lift a finger
Some folks I know make $1,000 a month for 15 years and don’t lift a finger to keep it going. They recruited a downline years ago, and reaped the benefits for years and years.
With any other business, publishing, restaurant, home improvement, you name it, you’re going to need THOUSANDS OF CUSTOMERS… but with a typical MLM you only need about 100 customers to make a nice living.
With a restaurant you need what, 100 customers a day? With a plumbing business, you need what, 100 customers a month?
But with MLM, you only need 100 customers period and you’ll make about $5,000 to $10,000 a month in residual, gravy money. How? Oh, some 20% of your 100 customers will be so thrilled to be involved THEY will build a downline under you and them of some 10,000 names, and YOU will be paid about $1 per name per month.
All those MLM organizations brag that THEY have the best compensation plan out there. But it all works pretty much the same: bring in 100 and make about $5,000 to $10,000 a month. 
Not every MLMer succeeds. Not ever plumber succeeds. Not ever restaurant succeeds.
But the initial investment to jump in and give it a try is small by comparison.
And it’s easier to get 100 customers than thousands.

The rough part for MLMers is the same rough part for any new business — GETTING CUSTOMERS IN THE DOOR.
Listen, you’ll soon go broke in any business if you just rely on family and friends to buy from you.
How do you get new customers?
You advertise (with a strategy) silly boy.
Direct mail, facebook ads, Pay-Per-Click ads, Linkedin ads, etc.
You go to those meet and greet events.
You build a following through blogging.
You give public speeches at the chamber of commerce, etc.
Remember, you don’t need many, just 100 recruits to make a nice residual income. And then you can be lazy for years to come, until they all die off or quit the business for whatever reason.
What you’ll really need to make a success in MLM is a “marketing” strategy. You can’t wing it.
Some strategies work for some folks but not for others. It depends on your personality, and situation.
Not everyone can give Ted Talks. Not everyone can write books. Not everyone is on facebook.
But you’ll need a strategy to get your downline going.
Maybe I can help you in that department. I’ve helped others.
Let’s talk.

April 14, 2016


Filed under: advertising,Business copy writing,Copywriting Tips — linwoodaustin @ 2:51 pm



When you write letters to get new customers, new sales, and increased profits… well, that’s one thing.

Why? Because markets change. Products change. Vendors change. Times change. And broadly speaking, a good sales letter, web site or print ad will have a shelf life of maybe one year.

NOTE: I’ve create some marketing sales letters that were used by clients for 7 years or more. That’s pretty good. But uncommon.

But there is one letter YOU MUST WRITE… that can be used for some 20 years or more. What is it? Just this….


This is a letter you send to each and every buyer, which tells them how smart they are to buy your product or service. It’s especially important if you sell a high-ticket item.

Why do you want to send out this letter?

Because it cuts down on refund requests. It also makes folks feel good about buying from you.

And quite often, once someone buys your product, they finally want more REASONS WHY they bought it. They bought it for the benefits your product offers… of course… but once they buy it, often the wife or the neighbor or the boss… will ask them –“Why did you buy that?”

And once someone asks that question, they want ammo… they want to be able to rattle off all the reasons WHY they bought it… so they look smart… instead of stuttering and begin doubting why they bought it.

Another reason you need a POST PURCHASE REASSURANCE LETTER is this… you can use the letter to up-sell, cross sell, or resell them.

Face it, marketing is more than just getting a customer. It’s often about KEEPING a customer. And getting customers to REFER your business to others.

You can write this letter for yourself. Or you can get me to write it for you.

The cost? Hmmmmm… How about I create a POST PURCHASE REASSURANCE letter for you for the low, low price of $995.

In order to do a good job on this letter, I’ll have to ask you a few questions about yourself, your product, your service, your goals, etc.

Then, I will weave together a letter that compliments your customer and reassures them that they made the right decision to buy from you.

Are you game to do this… ?

Let’s talk.

Linwood Austin




PS this price is good for 10 days only. Hurry. Call me.

September 18, 2013

Database Marketing for Beginners.

Filed under: Business — linwoodaustin @ 11:08 pm

Database Marketing for Beginners.

I had a client years ago who bought and sold houses. He had plenty of competitors. But he was making money hand over fist. How did he beat his competitors? He used “database” marketing.

What is database marketing? It’s all about finding prospects who are just about ready to become buyers.

This client of mine operated out of Houston, Texas. He did not buy just any house. But only houses in a certain section of town. He called that section of town “the rust belt”.

The houses he bought he knew he could sell fast. He bought the houses at a decent price and would flip the house in exactly 91 days. Why 91 days? Because there was some law made to hamper “house flippers”.

He had two or three crews to go in and remodel the house using the same pattern. New, black-and-white linoleum in this room. Chandeliers in that room. Paint the house white. Black shudders.

He had his whole operation systematized.

But his biggest element of success was his “database” marketing. He would mail his letters offering to buy the house to a file of likely sellers. One of his database points was to find the names of home owners who had just inherited the house and were “reluctant homeowners”. They had parents who just passed away… and they lived in another city and did not want to be landlords.

He bought and sold some 100 houses each year… until the real estate bubble popped. I don’t know what he’s doing today. But I bet what ever business he’s in… he is using DATABASE marketing to insure his success.

By using this database marketing technique he kept his marketing costs (selling costs) down. That means he did not mail to people who were unlikely to sell the house. And by keeping his selling costs down… it enabled him to sell the remodeled home at a lower cost and thus increase his profit and volume.

Database marketing is using data points to find easy buyers.

I had another client, who years ago, sold a copy of the newspaper to anyone who as born on that day… 50 years ago. He discovered that when a guy turns 50, something changes in him… he turns nostalgic… or something. But it make him more willing to buy things. Plus by age 50 he generally has more discretionary income.

Database marketing is essential in any business. Business to business. And Business to consumers.

You must look for data points that indicate your target market is pre-warmed up… and almost ready to buy.

You can’t sell what they are not buying. But when you discover what they are buying… or ready to buy… you’ve eliminated tons of buying resistance. And you’re almost ready to make plenty of money.

Database marketing might include keeping note of the birthdays of your customers… and then offering them a “special deal” in honor of their birthday.

Database marketing might include … I think you get the point.

What data points do you need to succeed?






Recently lost their job?

Stuck in a higher interest rate?

Recent change in laws forcing a life-changing decision?

Class action lawsuit victims?

Weather related buying decisions?

Ford owners?

20 pounds overweight?

Database marketing is marketing using your brain to determine where you’d get the best response.

Need help thinking about your situation? Perhaps I can help. I’ve been doing this type of marketing for twenty-five years. Pick up the phone and let’s talk. If we hit it off, perhaps we can work together. It doesn’t cost anything to explore your marketing situation.

Here’s my number: 801-895-9598

Linwood Austin

Database Marketing Guy.

December 23, 2008

Getting High Ticket Buyers To Demand A Presentation

Filed under: advertising,Business,Uncategorized — linwoodaustin @ 2:33 am
Tags: , ,

“If You Sell Big Ticket Items In A Narrowly Defined Market Universe—Here Is A Powerful “Two-Step” or “Three-Step” Marketing System Created By Jim Herst (Now Retired) That Gives You Hot Prospects Begging For An Appointment With You. This Can Boost Your Sales By 30% To 3,000% Within 29 Days From This Coming Friday. Let Me Explain.”

Dear Business-To-Business Marketer ,

You’ve probably never heard of Jim Herst. But, to tell you the truth, he’s probably never heard of you either. But the name Jim Herst could be worth Hundreds of Thousands of new dollars to you. Even though he is now retired.

What’s it all about? Just this.

Jim started an unusual business in 1963. Over the years he developed the perfect “Business-to-Business” (B-to-B) marketing technique that has been proven over and over and over again. It has generated sales to the tune of millions of extra dollars to the bottom line.

Now that he has retired, he agreed to jot down his technique and release it to a limited number of smart business operators… who… want to explode sales and profits with a proven system.

Jim’s system is perfect. It’s irresistible. It makes prospects call YOU!!!… almost demanding a sales presentation. It totally eliminates the dreaded “COLD CALL”!

So… If you sell high-ticket items… in a vertical market… in a business-to-business situation… sit up and pay attention. I’m about to change your life forever. Jim’s technique is so simple… yet powerful… you’ll shake your head in amazement… and run to the bank with the money you’ll make from sales you would have surely missed.

Here’s the deal:

Jim’s technique has been tested in every “B-to-B” scenario and situation. If you sell printing, big ticket machinery, packaging equipment… if you sell high-end professional services, if you supply inventory, advice, advertising, legal services, affinity memberships… If you sell to retailers, wholesalers, mass distributors of any kind and every kind… Then, this is for you.

If you need to get an audience beyond the gatekeeper and direct to the decision maker… and if you need to soften them up to be magically receptive to your presentation… stop what you doing and get this system in your hands.

But, before we go on, I have to be perfectly honest with you. This is the real deal. There is not a drop of filler in this special report. In fact it is only two pages long. But I swear on Oprah Winfrey’s every changing pants size that this will add hundreds of thousands of dollars to your annual sales.

Measured Cash!!!

My name is Linwood Austin. I’ve been in the marketing business for 25 years. I’ve studied marketing systems and techniques dating back to the 1890’s. I have a library full of reports of split-run, real, live marketing tests, with the results measured in CASH, not in popularity or opinion. Most of those tested, proven marketing ideas are based in the consumer market. Not the B-to-B market. Why? Because if you can make something work in the consumer market, there are millions of buyers to be had, so it was worth the time and expense to codify proven techniques. Once the test results are known on a small scale, roll out could cover entire regions of the country.

Business-To-Business Is Different!!!

But business-to-business marketing is different. Your market is limited to a few buyers who give you HUGE ORDERS all at once. For example: if you make a special lubricant to keep molded metal machine parts from sticking together during manufacturing… your target audience might be the only six manufactures of motorcycles in the world. So, most of what has been discovered marketing to consumers, might be useless to you.

I know both worlds. Consumer marketing and B-to-B marketing. Nothing can match the two-pages of condensed information you are about to receive from Jim Herst’s years in this industry.

Over the course of my two decades selling B-to-B I’ve accidentally used Jim’s techniques several times. But I was too busy to see that this method could be codified and duplicated with very little effort. In fact, when Jim recently shared this info with me, I picked up the idea again and WHAMMO… I spent 41¢ on a postage stamp and got more business than I can actually handle at the moment.

The good news is, Jim lays out this amazing technique step-by-step and line-by-line.

Just follow the program revealed on Jim’s two sheets of paper and magic happens, if you’re selling big-ticket items.

Who should do this?

You should… if you’re the business owner.

You should… if you’re the sales manager.

You should… if you have a sales team that needs hot prospects calling them for an appointment.

You should… even if you’re just starting a business selling “B-to-B”

When Jim showed me this system recently, I instantly saw that it would give any business an almost unfair advantage over the competition. Not matter who the competition is. This technique leans heavy on Nuero-Linguistic Programming. It leans heavy on a subtle, but powerful “bond-building” technique. It engenders trust, rapport, and a stealth “likeability” between you and your prospective buyer.

This technique works on old clients who haven’t bought from you in a while… and it works on new clients who are about to make a purchasing decision.

If you’re into consumer sales… selling low-ticket items like chewing gum or lemonade… diet pills or how-to books… one item at a time… this method will not work for you.

You must be selling big-ticket items with enough profit margin that it makes sense to use this method. Why? Because this method requires two… or three steps to complete. The whole process takes anywhere from 6 days to three weeks to show a result. This technique will get you an audience with prospective buyers, guaranteed. If fact, I’m so sure you’ll be thrilled with this technique I guarantee you’ll be addicted to this method until the day you retire. (Which might be sooner than you imagined, if what I’m saying is true.) This is “relationship selling” in its purest form.

What you are about to receive is copyrighted material. You may use it for yourself and your company. But you may not share this technique with anyone outside your organization by any means, electronic or printed. Jim is serious about this. He’s got some mean, nasty legal boys on his team. And they have nothing better to do than generate those annoying lawsuits on those who don’t play by the rules.

Easy Money!!!

Jim has used this very technique for over four decades to generate tons of cash for his company. His company is called Performance Source Inc. He was a pioneer in debt management for companies who had tons of unpaid invoices. His service was a “big-ticket” item. One client could be worth tens of thousands of dollars to him. He had to find the quickest and easiest way to get in front of “Mr. Decision Maker”. This is the method he used. He used the same method over and over again with the same expected results. Year in and year out, it worked. And it’s easy to do. And I want to put Jim’s method into your hot little hands.

Listen. If you’re running any kind of sales operation… selling anything beyond an “impulse” purchase… you’re likely going to spend many, many, many thousands of dollars in advertising and marketing costs PLUS many, many thousands of dollars “training” your sales staff. This could cut your advertising and marketing costs to perhaps $10 or $20 bucks a year… to get the same results.

Since Jim is now retired, I’ve asked him to let me offer his technique to a wider audience in the B-to-B community. Jim is not a cheap date. These two-pages of densely packed, profit-boosting information will cost you a cool, clean, $1,000. Is it worth it? You bet it is.

Get Customers PRE-Warmed Up!!!

Jim cuts though years of hunch or guess work as to how to get in front of Mr. or Mrs. GotBucks. If you want to make a presentation to the business owner or the purchasing agent, this is the method. If you want to have them PRE-WARMED UP… so that they are more likely to say YES, and buy from you… this is the method. Using Jim’s method will only cost you at most one or two postage stamps. Sometimes, you just need to leave a very specific voice mail. Jim reveals all. He leaves nothing up to chance. He even reveals the EXACT TIME to send this piece of mail, or leave this voice mail. And what EXACTLY TO SAY to put the technique to work.

Cleverly Jim calls his system The Perceptive Selling Initiative. (PSI). Remember, it’s only 2-sheets of paper. But these two sheets of paper will land you thousands upon thousands of dollars worth of contracts, purchases, and sales and profits… for anything you are selling… as long as you’re in a vertical market with a high end product or service.

I’ve been running a direct-response advertising agency for 20 years. I’ve seen far too many business throw money down one rat hole after another on half-baked schemes… based on nothing more than hunch or intuition. But using Jim’s method… I’m telling you… most companies could cut their advertising budget to almost ZERO…. and still make more sales than a competitor who may have a superior product or service. It’s that powerful.

You may be wondering…

Why does his method work so well? Because Jim’s system takes the focus OFF OF YOU. Instead it focuses entirely on your prospective buyer’s universe, your prospective buyer’s needs and your’ prospective buyer’s immediate desires. You’ll see.

Some folks may think it’s crazy for me to sell 2-sheets of paper for $1,000. If you think it’s crazy, think about this… inside these two sheets of paper, Jim gives you 7 sales letter templates or voice mail scripts you can use to put this method into immediate action. If you were to hire ME to write seven letters for you, and seven voice mail scripts, you’d be looking at a cost of $20,000 at least.

So… this, my dear friend, is one heck-of-a-deal. Seven letters/voice mail message templates… plus the logic and theory behind them and why they work in this situation!!!

Crazy or not… allow me to add another element to this offer IN YOUR FAVOR. YOU RISK NOTHING TO CHECK IT OUT.

Just post-date your check for 30 days. I’ll rush Jim’s Perceptive Selling Initiative system to you and I won’t cash your check until you have the system in your hands and see for yourself that this really is the selling system you knew in your heart had to exist somewhere. This is it.

If you’re still reading, you know you want this system. There are no added bonuses to entice you further to take action. I don’t think you’ll need them. If you’re a wise business operator, you’ll see the wisdom of this small investment and the big rewards it could give you. Plus, there is no commitment to buy anything more. Just these two sheets of densely typed paper revealing what I consider the ultimate B-to-B marketing breakthrough technique ever discovered.

No Risk To You

If you’ don’t agree, send the system back and I’ll return your un-cashed check. No questions asked. If you’ve been looking for a way to boost sales in your company, for yourself or your sales crew… I’m sure you’ll see this as the perfect system to turn a few stamps… or a few voice mails… into hundreds of thousands of dollars in orders… in no time flat.

Don’t delay. This is a limited offer. This letter is a marketing test and we must hear from you within 5 days from this coming Friday or the deal is off.

Jim has graciously agreed to let me offer his selling system to you. And the least you can do is make up your mind quickly about the health and financial well being of your company.

No one can force you to change the way you do business. But if you’re are tired of struggling to make things happen… and you are tired of the frustrating results of your current selling “system” or worse yet… you don’t have a “system”…. You owe it to yourself and your company to take a peek at this tried and true profit boosting method to get prospective buyers calling you for a “belly-button to belly-button” presentation.

Plus…If, after you get Jim’s system in your hands, you still want to talk about your marketing needs, call me. I’m not hidden behind a wall of secretaries. Here is my cell number: 801-201-9026.

I’ll be glad to think aloud about your situation and contribute to your ongoing success. I love marketing. I love advertising. I love consumer marketing and B-to-B marketing. I’ve seen it all and this is the best B-to-B marketing technique anyone could discover.

And it’s yours if you’ll just stop what you’re doing and send me the reply form below. I wish you all the best in the coming days.

Yours for greater success,

Linwood Austin, Copywriter

P.S. Once in a blue moon, something so important comes along that it requires your immediate attention. If you are selling in a competitive B-to-B situation, this is one of those “moons”. Get your hands on Jim Herst’s system. You won’t regret it. I promise.

Clip And Mail—— INSIDER ACCESS FORM—————-

_____YES! I want Jim’s complete system of selling my product/service in a “business-to-business” environment. Enclosed is my check for $1,000… post-dated for 30-days to make sure I’m thrilled with this insider information. If I’m not thrilled, I’ll return the system within 30 days and get my check back.
Name: _________________________________________________________________________
Address: _______________________________________________________________________
City/State/Zip: ___________________________________________________________________
Phone: _______________________________________
Email: _______________________

Make check payable to Linwood Austin.
Send your “Insider Access Form” to
Linwood Austin, 2274 S. 1300 E. #G15, SLC, UT 84106
Phone: 801-201-9026
(c) 2007 Linwood Austin Office Code: 072507

February 23, 2008

Test Your Management Knowledge!

Filed under: Business,Uncategorized — linwoodaustin @ 2:51 am

Test Your Management Knowledge!

Discover the answers to these and even more important management and marketing problems inside…

20 Questions 61 Answers

from Linwood Austin Adman


November 13, 2007

An Open Letter To Anyone Tempted To "Self-Publish"

Filed under: Business,Increasing Profits,Uncategorized — linwoodaustin @ 2:56 am

An Open Letter To Anyone Tempted To “Self-Publish”.

Especially if your name is C. Ben Bosah


The above link is an article from the Wall Street Journal about a fellow who got hammered in trying to self-publish a book.

The article discusses various aspects of “normal” channels of getting your book into the public hands. But I’m scratching some notes below to show you that there could be another way to publish… or “self-publish”.

1. Never write a book until you know there is a market for it.

2. You can prove to yourself the size of a market by hopping on down to your local library and looking at the SRDS book of mailing lists. It’s as thick as the NY phone book. But it contains hundreds upon hundreds of mailing lists you could rent. It has everything from hunters and fishermen… to subscribers to Catholic magazines. It has business opportunity seekers who have recently bought a course to learn how to buy real estate for nothing down… to multiple buyers of weight loss pills. As your thumbing through the book… have a scratch pad handy. Add up the amount of names you come across. Under the business opportunity seekers section there are some 5 million names that pop up every year.
3. You want to compare the names available to the type of book you want to self publish. If the target audience is big enough… proceed.
4. Next, you may want to rent 5,000 names and send a direct mail package to them, selling your book.
5. Can you price your book so that you can live with a 1% or 2% response… and cover all your mailing costs?
6. Are you taking a long-range view with this book of yours? Or is that a one-time deal. Typically speaking, the successful publishers live for the “back-end”. That means, they might even lose money selling by mail… at first. But they make it up by selling more… books… or more expensive information packages to their first-time buyers. They live for the second-time buyers. They make even more money by renting the mailing list. I know one fellow who has about 150 books he sells by mail. All are HOW-TO books. He has about 5 million names. He rents his names to everyone from insurance companies to Oreck Vacuum cleaners. He does about 11 million a year in gross sales with double digit year-end profitability.
7. Years ago, direct mail publishers used to do “dry-runs”. They would mail out a letter offering a book on a specific topic. If they got enough orders, they would hurry and write the book. If the orders were too few, they would return everyone’s money and go on to another project.
8. I have a method of taking the pulse of the target audience BEFORE you publish… and of finding out HOW MUCH money your target audience would be willing to pay for your information.
9. This form of marketing does not work for novels. But for HOW TO books. How to invest… how to seduce women… how to start a business… how to lose weight… how to fix a computer… etc.
10. Direct mail is a fine way to market this information… but direct response TV and radio and web marketing are good too. However… if you’re going to publish and your aim to go up against major publishers who have systems and procedures in place to get books placed in big-named book stores, with PR, distribution… timing… etc… you’ve got your work cut out for you.
11. In some cases you can do both… you can run “direct response” advertising… selling the book direct… while at the same time selling through the local bookstore. Historically the direct response marketing will drive sales at the outlet too.
12. There are plenty of marketers selling ebooks… with no printing costs.

Just thinking.
Call me if you want help with direct marketing.

Linwood Austin

Blog at WordPress.com.