How’d we do on our ‘dissatisfied’ ad?

Sometime ago, I posted an example of the kind of ad I’d run (see here) to recruit people who might be the right ones. (Some of you know that I’m part owner of a teensie weensie start up NM company.)

Here’s what happened.

1. I got perhaps 20-25 emails. Given that about a thousand people read this blog on a daily basis, that’s a very small number. (2-2.5%). No doubt some of you figured I’d be deluged. Here’s why that didn’t happen:

1) Most people are happy where they are;
2) The ad stated clearly what the criteria were, including their start up cost and monthly $ marketing requirements and
3) The ad stated the respondent had to believe nutrition was important.

2. To each email respondent, I sent 4 interview questions. No website included. About 12 responded.

3. If they passed the interview questions, I sent them the website where the product is described. They could then decide if they could get behind the product or not.

4. If they replied that they were excited about it, I let them speak with one of the other company owners, to review the product options and to let them know what our company marketing plans were.

5. Six people were super interested. One faded away after several conversations, without signing up. (We let no one sign up just to sign up and pay the $25 sign up fee. Without an initial product order, what’s the point?)

6. Five came in per the ad specs (see here).

Who came in.

– One of the group is a belly-to-belly networker who promptly got two experienced networker pals involved that week. They ordered the same product package she did. This gal is juiced, and calls our den mother everyday to announce the new things she and her little team are doing to bring in customers and more reps.

– Four committed (they laid out money and time) to participate in a special company marketing program, to amass customers in their geographic area. A make-’em-come to you type program.

That’s the story so far. No promises, no problems.

But, you say, you are known, that’s why they came in. To which I say: Look at my numbers: 2%(!) Two percent of a very loyal group of readers. I am proud so few responded. They’re happy where they are. I asked for 1) dissatisfied networkers who 2) would do certain things I specified in the ad here. They’ve done it and more. This is a good example of ‘less is more.’ Drop out rate and do-nothing rate so far: 0.

I’ll keep you posted as the experiment continues.

P.S. I have not personally spoken to any of the new reps yet, because I didn’t want to factor too much into their decision process. I don’t need any skirt-hanger types or anyone who needs daycare. And we don’t do therapy. The den mother told everyone that right up front…You don’t want those kinds either, do you?

—
Do you have the
The Skeptical Market Recruiter CDs here?