Have you ever turned leftovers from several prior days’ meals into a soup or stew? There are the people who registered to attend or watch but failed to show up. For most of the nine years that I spoke on America’s number-one seminar tour, Success, usually as the last speaker of the day, I came home and mailed a very long letter essentially transcribed from my presentation to all the ticket buyers who hadn’t bought my resources. The doctors attending the seminars or watching the online presentations who don’t sign up for the service get not one but three sequential follow-up campaigns, each with 16 to 32 steps, incorporating mail, email and phone, over eight to 10 weeks. The third campaign offers an entirely different service and drives to a different online presentation to sell it. You should brace yourself for the piece of insider’s information I’m going to share with you: The profit from eating these leftovers is almost identical to the profit from the primary presentation and its sales. To the contrary, I usually find some opportunity to make good meals out of leftovers, with just about every client I work with, by follow-up, often recycling the same presentation or at least the elements and content of the original presentation. Based on this, in acting as your own consultant, you have two questions to give a lot of consideration to: Where are leftovers being tossed in the trash, rather than being used to make meals? During the two years that I was coaching a group of high-income, top-performing financial advisors who all obtained clients by assembling audiences for their own preview seminars, I asked, What do you do with all the people who attend these seminars but don’t book private appointments with y’all? One said sheepishly, “Nothing much.” Two, “We put them back into our prospect list” -- which meant they got future mailings (only) for the same seminar they’d already attended and failed to act on.
You can often make a pretty good meal, or two or three, out of leftovers. Have you ever turned leftovers from several prior days’ meals into a soup or stew? Or turned Thanksgiving feast leftovers into a night of sandwiches and another night of open-faced turkey sandwiches with gravy?
Presentations leave leftovers on the table, too. There are the people who expressed interest but never registered online — at your website, or by calling your office. There are the people who registered to attend or watch but failed to show up. There are the people who showed up but failed to buy or take another desired action. There can be recoverable value in all of those lists.
Sometimes, monetization can be a simple matter of somehow giving them the same presentation again. For a TV infomercial client, I once took all the people calling in but bailing out of the conversation with the order-taker before buying and sent them a letter with an audio recording of the very same infomercial they’d watched. This converted more than enough of these nonbuyers to buyers to be nicely profitable. For most of the nine years that I spoke on America’s number-one seminar tour, Success, usually as the last speaker of the day, I came home and mailed a very long letter essentially transcribed from my presentation to all the ticket buyers who hadn’t bought my resources. Many hadn’t stayed all the way to the long day’s end to even see me at all. Others were, by then, spent out, lugging bags of other speakers’ resources.
This follow-up mailing never failed to be satisfactorily profitable, and it brought thousands of new customers into my world who would have been left behind otherwise. Similarly, during the…