Next week I’ll be creating sales copy for a client who targets business owners with 50 to 500 staff.
They were advertising on Google.
I told them to stop.
Coz think about it…
If you’ve got a generic keyword, what percentage of business owners
with 50-500 staff are likely to click on your ad?
One things for sure, it’s not going to be many – because only a very small percentage of businesses have that many staff in the first place.
For simplicity’s sake, let’s say it’s 1%, and it’s costing you $1 a click.
That means, to get your ideal prospect to click on that ad… it’s costing you $100.00 a pop.
A better solution, in this case, is direct mail – where you can get in front of a pair of the right eyeballs for as little as $1 or $2.
It’s not a hot topic.
But it works like a treat when you’ve got a very specific target market.
Just have a listen to what Peter Johnson had to say about his results
You’ve got to admit, a 3000% return on investment is hard to argue with 😉