In the last blog, I introduced a series of blogs about what direct response copywriting is all about.
And I promised a story. Here you go ...
A few weeks ago, I visited a famous ski resort. I have visited this resort every year for 12 years in a row. I’m in the database. I have always taken at least one ski lesson per trip. It’s in the database.
At one part of the resort, several ski instructors optimistically wait every morning for skiers to show up and take lessons. The instructors are among the world’s best. They are independent contractors and work is never guaranteed. No skiers. No money.
You’ll find anywhere from 4-8 instructors at the meet-up but I’ve only ever seen 2 … at most … get work for the day.
The resort knows a couple of things about me:
- I visit at least once a year so I like the resort.
- I have always taken lessons.
I'm a prime target ... a REPEAT BUYER ... so ...
You might have thought I would have received an email (or 5) encouraging me to take lessons just after I booked my trip. You would have thought the telephone booking agent would have upsold me to some discount lessons.
No emails. No upsell.
However, I always get a survey AFTER my visit asking me about my lesson.
Too late, team.
Two years ago, to generate more revenue, the marketing people doubled the price of the lesson and re-branded the name of the lessons. But it's exactly the same instruction.
That’s Post Office pricing strategy.
If the marketing people decide to put this direct response copywriter – or any competent direct marketer – in charge of getting those ski instructors a ton of business, I would follow these steps.
- Look at inventory and demand over the last several years to determine pricing.
- Create a segmented database of people who have taken lessons.
- Marry that list to the list of people who have booked trips.
- Send emails to the new list … with a special and aggressive offer.
- Measure the results.
Even with the most basic email platform, like MailChimp, I could organize this.
Admittedly, I have simplified the steps. But I should have received several emails giving me the opportunity to take lessons at well below the “rack” rate. There was plenty of inventory and it was the end of the season. I'm sure the instructors and the resort would rather have some business than none.
The fact I didn’t get any emails selling lessons? Rookie mistake and epic marketing fail.
Why bother with the steps above?
I’ll answer the question in the next blog.
One problem … from my view as a guest/customer, the resort is more focused on branding, image, and the “trendy” marketing tactics (like Twitter) than direct marketing. The result? World-class ski instructors not getting any work.
More soon …
I'm a direct response copywriter. I write direct response copy for clients around the world. Enter your information to the right for my free series: Seven Steps to High Converting Copy. Or contact me here if you have a project you'd like me to quote.
I'm also a Dan Kennedy Certified Copywriter for Info-Marketers.
Disclaimer for the above.
The Dan Kennedy Copywriter for Info-Marketers Certification is awarded to professional copywriters who have successfully completed a course of study of preparation for such copywriting. This Certification has not been provided by an accredited education institution. It does not constitute endorsement of or liability for any individual copywriter by Mr. Kennedy or any companies or organizations affiliated with Mr. Kennedy. The client's relationship is solely with the individual copywriter retained via any agreement.