The story of the master marketer… who was homeless
increase “conversions” over 100% in only a few days… how would
you do it?
Let’s see how this guy did…
Keith began as a “regular” homeless guy asking for money.
He’d sit on a bench with a cup between his feet and cardboard sign
next to him.
It was your standard homeless sign – showing his name, listed the
medical bills he faced (very sad story)… and didn’t pull many
donations.
So eventually he got creative… and the experiments began.
First, his initial position for the cup was weak. No one wants to
reach between a stranger’s legs to give money.
Homeless Marketing Experiment 1: make the “goal” more accessible.
He held the cup up and out so folks could easily drop coins in as
they passed by.
Not every test needs to involve dramatic change. Sometimes even the
smallest tweaks make huge differences…
… which was NOT the case here.
Holding the cup out produced no change in conversion.
Next test. Time to get more dramatic. Time to swing for the fences.
Homeless Marketing Experiment 2: change your copy and offer.
Time to change the sign… for something a little more… flashy. A
little more prospect-oriented.
First he bought 3 things: a stiff white board. Hand sanitizer. A
red cup.
Then he wrote on the board:
FREE SANITIZER
Help The Homeless
Donate
Next to the word “donate” he drew an arrow pointing to the bright,
easy to see red cup taped to the board.
Next to it he taped on the sanitizer. Anyone who donated could get
a free squirt.
Now we have a compelling offer. This isn’t your standard homeless
guy with the usual cardboard sign begging for money.
This is new age. This sign has an offer! He’s not asking you…
he’s OFFERING you a service in exchange for a little dough.
Classic marketing.
The effects were dramatic. This poor guy… who used to struggle
for acknowledgement… drew a crowd VERY quickly. And hark! People
actually TALKED to him to hear his story.
Everyone wondered… is this guy a genius? He must truly be sober,
trying to help his family… so why not hand over a few coins?
He stood out from his competition. He wasn’t begging for money.
This was an ethical bribe. He had a clear, benefit-focused
headline… and a VERY clear call to action.
While his competitors zigged, he zagged. And he got the crowd.
All he needed to do was get hip to writing copy…
… because the principles of copywriting apply to ANY marketing
situation. It doesn’t matter if you’re offline, online, selling
industrial hardware, or asking for money.
All these situations still require persuasion. And by learning
copywriting, you’re learning how to put persuasion in print… so
you can get anything you want, any time.
My friend Mike Williams recently opened a hot copywriting program
specifically for entrepreneurs:
http://www.salvationsystem.com/hookah
He’s an entrepreneur himself (he launched a weird physical product
a few years ago… and it’s still generating steady monthly cash)…
… so if you’re an entrepreneur… he knows HOW you want to learn.
You want clear examples. You want specific tactics you can use NOW.
And yeah, you want the guiding theory too, but you want it FAST
(without the usual fluff).
And that’s what he’s put together. Fast, “use it tonight” content
that immediately improves your bottom line.
Who else is excited?
Take a look: http://www.salvationsystem.com/hookah
And hey – even if his program isn’t for you… you’ll still get a
bunch of cool free stuff to improve your copywriting chops.
To Pulling Heartstrings and Pursestrings,
Kenneth
PS – I can’t confirm this, but Keith the homeless guy might have
even made the evening news. What a dramatic change from just a few
marketing tweaks.
What if the same dramatic improvements happened to you? Would that
be worth a little time learning from a guy who’s already “done it”?
I sure think so. Here’s where you can get it too:
http://www.salvationsystem.com/hookah
Kenneth Yu
Puppet String Marketing, LLC
5715 Will Clayton # 7650
Humble, TX 77338
USA
Great story Rod.
It reminds of the end of the Sex & the City film where they show the woman in the burqa who has decorations on it. She put her own spin on it to stand out from the crowd.
In Internet marketing it’s all about putting a different spin on things that makes you stand out.
I’ll check out the copywriting.
Sandy Halliday recently posted..Outsource it for a Fiverr!
Rod:
Interesting story and an effective story about making small tweeks to stand out from the crowd. What this person did was to allow people the opportunity to help him because he chose to help them with the free sanitizer. To us, that is just like offering a free ebook to people. It is somethng of value and they will be willing to pay for another product because you first helped them.
Copywriting is something that I stink at and need to leran more about so I will be checking into Mike’s program.
Thanks!
- Rick
Rick Byrd recently posted..5 Ideas For Great Headlines
Hi Rod,
Phew, what a story, had me zipping down the page as quick as my eyes would read!
The story also reminds us that in order to receive, we must give first!
Class!
best regards
Joe
Wayne Evans (Joe) recently posted..My 2 reasons why Newbie’s fail on-line?
Hi
What a fascinating story that is!
Absolutely right though in saying that often it’s the smallest things that make the biggest difference.
This is where split testing ad campaigns and auto responders come in handy.
Never be afraid to try different things…….then when you hit on something that works, stick with it!!
Good stuff
James
James Stewart recently posted..My Internet Marketing Tool Kit: Part 1
hey really interesting post, these homeless people are getting brighter these days. Might be a good thing to get into:)
as rick says, its like us giving away a free report. clever homeless man
Talk soon mate
Yours In Success
Jonny Balfour
jonny balfour recently posted..Focus Focus Focus!
Hey, really like this story of how this guy made just a little
tweak to the system which however turned out to make
all the difference. This guy somehow figured it out on his own…most online business die before they are actually born, in fact 97% of them! In our coaching program with Alex Jeffreys, we are so lucky to have this community where we help each other out. It works…we’re still here and we’re making our ways…towards our dreams, hurray! Do pay my blog a visit when you have time…and tell me what you think please!
To our success
marica
Rod,
This was such a compelling post. I love the art of copy writing, and it is on my entrepreneurs list of skills to master. What a great way to a marketers heart than with the concept of split testing, and tweaking, made to sound so simple. A good story paints a beautiful picture.
Hey Rod, I loved this post, thanks for sharing it.
I really do need help with copywriting so thanks for that link, I will be grabbing the goodies for sure!
I hope you realize how far you have come since starting this coaching, I can see the transformation and your doing great, Sally
Sally recently posted..Alex Jeffreys, George Brown And A Busy Beaver…
Hi Rod,
Not just a great story, also a great reminder. Kenneth Yu is a grandmaster of the word. I have one of his products and will get more.
Thank you for reminding me of him.
Max recently posted..“The 4 Keys To Success”
Hi Max.
Thanks for the visit.
Yes, that’s story telling at its finest. Sure pulls you in to want to read more…
Hey Rod, not seen you about for a while, just checking your ok,
Sally
Sally recently posted..What Happened After My Interview
Hi Sally.
Thanks for the visit. All’s well thanks, just busy with a new project. Will let you know how it turns out.
Rod
hey Rod
some great analogies here
and like you i was always being distracted by the next best thing coming through my mail box.
getting a good mentor was the best thing i did and in Alex Jeffreys it looks like you’ve done likewise
and remember what napolean Hill said – focus with a purpose.
look forward to crossing paths
allan
Allan *OzzyAce* Riley recently posted..Building a List
Rod,
A great story…is it true?
Cheryl
Cheryl Jones recently posted..Thank you to my visitors
Hi Rod
Great story – like a few others I could not read it fast enough. We all have to be a little creative at times and this will show in what we write.
A little about me – My name is Sue McDonald and I am a student of Mark Terrell and I am actually going through the course a second time – by invitation. I love it and know if I do all he says, I will be successful. I am Australian but the US is my second home as I have family there and visit quite often. This is why I started Internet Marketing so I can travel whenever I want and have the money to do what I want.
Well I hope you are doing well and you become very successful. I would love you to come visit my blog and leave a comment.
Kind regards
Sue
Sue McDonald recently posted..Week 3 of the Newbies Course
Hey Rod
I have just come for a visit to your site. How are you going?
Yes it’s Mark and I am following my students as they post on other peoples blogs. They don’t know that I am always checking to see they are getting results. I am passionate about helping them achieve and then they are able to make some money online exactly the same as I am doing. It is not really difficult as long as they are willing to put in the effort.
Always pleasing if I can see some of my students have posted comments. Keep up the good work.
Regards
Mark
Mark * Coaching Newbies* Terrell recently posted..Coaching Newbies 20 Launch
Hi Rod,
I like the way you present things. Makes it more interesting and easier to understand.
I’ll check out the link,
Lesley
Lesley “Wes” Klatt recently posted..Week 3- Generating Traffic
Hi Mark.
Thanks for your visit.
It’s encouraging to see that you care enough about your Internet Marketing students to check up on them.
Good for you.
Rod
Hi Lesley.
Just popped over to your blog and read your story. Way to go…
Keep up the good work and success will happen.
Rod
Hi Cheryl.
Yes the marketing story is very good; its not mine however. It was written by a guy called Kenneth,
as you can tell, a very talented writer.
Thanks for your visit.
Hi Allan.
Focus is key, keep to one thing until you succeed.
I’m not talking about going round and around in circles without a plan…
Set a goal, then stick to it, refining your plan as you get results.
Keep Marketing- not selling because that’s where the money is.
Napoleon Hill sure got it right… focus with a purpose.
Rod
Hi Rod
Nice blog good story
I am a student of Mark Terrell’s coaching and I am glad I stopped by I would like for you to stop by my blog and check it out
Thank You
Karen
t