Results of my "How to write recruiting ads" promo

A little history to set the scene…

In the old days, we used to place ads for reps in the Sales sections of the newspaper classifieds. When we got them on the phone, we’d describe the business, etc. and hope to get them to an event.

Over the years, people responding to the ads got upset and complained to the newspapers, because NM isn’t really just “sales” – it’s a business that requires an investment of time AND money up front. So newspaper classified folks started requiring NM ads to go into the “business opportunities” section.

Recruiters didn’t want to advertise there because, they said “No one will respond. They know there’s money required up front so most people won’t respond.” Often they just lied to the papers about the investment required, so their ad could go in the sales section instead.

EXAMPLE: Run ad X on a Sunday in the Sales section of a metropolitan paper: get 100 callers.

Put ad X in the Business Opp section of the same paper on the same day: get 5 or 7 callers.

The story behind the story:

Of the 100 in the sales section, perhaps 1-3 were the right sorts of people. Everyone got excited about all those call-ins, even if most were not even close. The people responding to the sales ad had no idea they’d have to spend money to do this….and soon the new recruits who paid for the ads quit…

However, the 5 Bus Opp respondents are the right kinds of people. They know they have to spend time and money building something up. The question for them is, is it your business or some other type of business?

If one of these kinds of folks says yes, which is likely, you’re way ahead of the game. One yes of 5 responses is 20%.

Less (way fewer responses) is scary yes, but it is actually “more” because the people are more qualified than the others for a business of their own..

I tested this idea again yesterday with my own readers.

When I offer to do training calls, the lines are usually close to maxed out at 100. The calls are typically free, and I offer whatever book or CD program I’m teaching from, at a discount.

Yesterday, in my email to my readers, I posted this:

Recruiting Ad Copy 90 Minute Class THU nite ($35):

Instead of the usual rush of hundreds of people to read more on it, there have been fewer than 100 people so far, who checked out the page describing the class.
I’d bet it’s because I put the cost up front. (My training calls are usually free).

However, some people really DID want to learn this skill set, even if it cost money this time. Get this: of those that clicked on the page that describes it (fewer than 100 so far), 19% have signed up for the class.

“Lookers” didn’t even check it out. So yes, fewer page views. But, the percent of those who came knowing there’s a cost, are buying at a WAY WAY bigger percent than lookers. 19% is a stunning return no matter what you’re selling.

Less is more. Think?