When ignoring people makes sound business sense

Okay, so what is your ‘Magic Margin’?

In the case of sales letters and emails, it is the percentage of potential new customers that is most likely to respond.

Usually, this represents a very small percentage of the total number of sales letters or emails you send out.

Probably well under 10-per-cent.

The problem with many sales letters and emails is that they attempt to be ‘all things to all men’ – to appeal to everyone – and this is one of the main reasons why they fail.

Instead, as a copywriter or an organisation, you should identify your Magic Margin and target your sales message to these people exclusively. This way you can boost your response rates dramatically because your message will be completely relevant – almost as if you were sitting opposite them and having a chat.

The rule of thumb is to ignore the big percentage that won’t respond no matter what. Not even if you put a rocket up their you-know-what. Not even if you offered your product or service for free.

By talking directly to your Magic Margin you will win new customers.

Then, when you send out subsequent mailings, a percentage of your original Magic Margin will fall into the category of ‘warm’ prospects.

And, as we all know, warm prospects are worth their weight in gold when it comes to building a loyal base of repeat customers.

If you always fine-tune, narrow down and focus your message on converting the Magic Margin, your Warm List will continue to expand.

So, in time, the percentage of people that respond to your sales letters and emails will get bigger.

A kind of snowballing effect.

See why you should narrow down your sales message so it excites your Magic Margin at the expense of everyone else? And why you should never, ever attempt to be ‘all things to all men’ – because you risk diluting your sales message so much that even your Magic Margin will ignore you?


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