The Wealth Weaver
What ‘Lemons to Lemonade’ Strategy is Making you Money? | January 4, 2012
Making lemonade from lemons is a great way to take a sour circumstance and make it sweet. While everyone is complaining about this economy some people have been making lemonade – and money.
When you can let yourself feel the pinch and just be with it – rather than resist the reality of a circumstance – you will receive the gift of great new strategy. I did.
I had spent approximately $250 on a direct mail campaign 3 months in a row. I did get one new client, and her purchases paid for approximately one-third of that marketing plan. Month four was on the horizon and I was reluctant to pay another $250 without any guarantee of a return. A plan emerged.
I went through the phone book and called the people on my list. What a surprise! About 20% of the numbers were no longer in service. Another 20% of the people I spoke with were happy with their current providers and had no intention of changing. 40% of my list had no corresponding phone number in the directory. The remaining 20% were interested, delighted I had called them and wanted to attend my next event.
I opened my call by introducing myself and stating that I had invited them for the past three months to attend my free classes. I asked if they had received the invites. 100% of my leads did not recall receiving any of the invites I sent. I had spent extra money and time to pick out fancy papers and designer stamps and still they didn’t notice my direct mail campaign.
My lemonade campaign which cost only $35 for the direct mail labels netted a 20% return when I just called them. I will definitely continue to open the FREE phone book and make calls as my new regular marketing campaign.
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