| Completely grasp the power of this – There are always a smaller number of ideal buyers, rather than all buyers, so ideal buyers are cheaper to market to and yet bring greater rewards.
A magazine used this strategy to double sales in 15 months flat. Here’s what they did. They had a database of 2200 advertisers that they sent promo‐pieces to each month. After learning this strategy, they did an analysis and found that 167 of those 2200 advertisers bought 95% of the advertising in the competitor’s magazine. This concept is called “The Dream 100 Sell,” a concept where you go after your “Dream” prospects with a vengeance. This magazine sent the 167 (best buyers) a letter every two weeks and called them four times per month.
Since these were the biggest buyers, the first four months of intensive marketing and selling brought no actual reward. In the fifth month, only ONE of these Dream client bought advertising in the magazine. In the sixth month, 28 of the 167 largest advertisers in the country came into the magazine all at once. And since these are the biggest advertisers, they don’t take quarter pages and fractional ads, they take full pages and full color spreads. These 28 advertisers alone were enough to double the sales over the previous year. The magazine went from number 15 in the industry to number one in just over a year.
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