A marketing lesson, Valentines Day and 47 Hearts
Before the lesson a quick reminder that Valentines Day is this Sunday. If you forget you may pay a price from your significant other so don’t say I did not warn you.
Just got an email from Dr Mani that he was discontinuing his free giveaway of his new ebook version of the upcoming book 47 Hearts.Over 700 people downloaded it but no one followed up to join one of the 47 Heart Groups.
Now this is a shame as each 47 hearts group is created to fund a heart surgery for a child from an under-privileged family born with congenital heart defects.
The whole point behind 47 Hearts is to launch a book (that is a worthwhile read) this Valentines Day to raise money with the goal being to fund 47 heart surgeries this year.
The idea was that if you got a chance to read it you would want to grab a few copies on Sunday when it launches for your friends and family. This would make the launch a success but more important it would raise more money to help the kids. It would spread the word and more people would get involved and donate leading to more children being helped from this project.
So it did not work so the question becomes why?
Really do not have a solid answer but I do have some speculations and they may help you with what you promote.
First the vast majority probably never even opened the book. They went to the site, downloaded the book and then Skype or another messenger got their attention and it was forgotten. How many times have you done just that?
Second the instructions may not have been clear or compelling enough to get people to take action. I did not see how it was set up before because I got a copy for review quite a while ago.
This is one of the reasons I like to use steps when giving things away. Tell people to do 3 things and they are more likely to do them. On free download pages and even on confirmation pages I like to use something like…
Thank You for Requesting Your Free Membership Report
**Follow These 3 Steps TO Download Your Report**
People do not like to skip things so if you told them they need to do 3 things they are much more likely to do just that.
Finally because attention is so short it should have run through a squeeze page. This way Dr Mani would have a way to follow up not to dun them for not helping but a chance to remind them of the rest of the steps.
I understand why he didn’t but if people are not willing to get involved enough to opt in for a valuable book it is unlikely that they will follow through to donate.
My guess and it is a guess is that had that been done he may have only given away 20% of the number of books but he would have raised some donations through the process.
Gifts are great but people take action only when they have had to take action to get there.
Now in summary…
Don’t forget Sunday is Valentines Day.
Look at what you are doing and see if this rambling of mine will help you.
Go grab a copy of 47 Hearts and make the donation to help the children.
About the author
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Mike Paetzold got started blogging in 2003 and has become an expert on using WordPress. He has become known as The WordPress Guy. After being an under ground niche marketer using his blogs he has surfaced to share some of the ways he uses PLR to enter various niches profitably. |
Disclaimer: Some of the links mentioned within this post or posts it may lead to are my affiliate links and in such case I will get compensated for recommending those products. However, I will never recommend something that I don't personally believe in and I welcome your questions and feedback.
February 9th, 2010 at 7:41 am
Hi Mike and thanks for the happy hearts day reminder. Not a good one to forget. It’s a shame that the 47 Hearts campaign did not do to well. I think that people these days are so busy an preocupied with too many things that they do get side tracked even when it’s for a good cause.
It’s funny you mention having to include the steps for someone to get a gift they signed up for. I’ve recently noticed that my unconfirmed rate from my optin list has gone up. Why would they sign up and then not pick up their gift? I think you hit it right on the head – we now have very short attention spans and move very quickly onto other things – the confirmation email has probably just been buried.
I will however take a look at my opin instructions to see if I can make them more clear
.-= Luca Di Nicola´s last blog ..Will Email Marketing Strategies Really Help Your Business? =-.
February 9th, 2010 at 11:13 am
Well that’s disheartening to say the least. It’s hard to give away things for free on the internet and expect something in return. There’s this anonymous cloak that people can hide behind and absolve them of doing something bad – or in this case, not doing anything at all. Having to work for something or pay for something makes people value something more.
February 9th, 2010 at 11:56 am
Mike, nice insights. I’ve learned a lot from this experiment, and still don’t have all the answers. The plan kept shifting a lot over the 4 week run-up to launch day – and it is still very possible that we’ll end up getting a flood of donations on February 14th!
It ain’t over till the fat lady sings, right?!
Wish me luck! Thanks for all your support and encouragement over the years, Mike.
All success
Dr.Mani
February 9th, 2010 at 1:11 pm
Hi Mike:
All great minds think alike. I sent Dr. Mani an email with all sorts of sugestions as well! As a writer/trainer, I find that “users” don’t know how to think beyond themselves at times. So, it’s up to those who do expand their thoughts to show them what to do!
I also think that American’s are too “it’s all about me” right now. On my Facebook page, I suggested that someone bypass a dinner or eat a lower-priced meal so they can spend $6.95 to get the book. Then I realized I was being a hypocrite: I spent $4.95 on a Starbucks drink this morning and now I’m sitting here looking at my cup wondering “what the h*ll was I thinking”?
I can only pray that with all that’s happening in the world that – at some point – folks will realize what’s important. I think about the millions that was spent on the SuperBowl this past weekend and sahke my head in disbelief at how that money could have been used for those who are poor, hungry, or sick.
I guess our mission in life is to bonk these folks on the head and wake them up, huh?
February 9th, 2010 at 7:31 pm
It really is a shame that more people did not participate but I think you are right about people needing to be directed if you want them to do something. not sure if it is because of them being on the internet or just not taking the time. That would be something to investigate.
Dr. mani may be right and you may have started the first act. valentines Day is still coming so maybe the hearts and the pockets will still open up.
.-= Andre Arnett´s last blog ..Six Basic Video Terms For Newbies =-.