Entries from May 2008 ↓

Regular reader Carolyn Permentier writes:

Have you heard/read any studies/thoughts on pricing?

I mean, I know $97 is better, as is $67, apparently, so do we know that ending with the number 7 works better?

When we get up in the 200 thru 900… any rule there?

Thanks for your input!

Here’s my response:

There are all kinds of opinions.

I’m not big on ending in the number 7.

Just test it and see what works best.

Major psychological price thresholds are (generally speaking) $50, $100, $500, and $1,000.

So $49, $99, $499, and $999 are good starting price points.

Whether you end the price in a 5, 7, or 9 is mostly irrelevant, although worth testing.

Also worth noting: Price plays a huge role in conversion. Some say it is the most overlooked opportunity to boost conversion rates. It also happens to be one of the harder elements of a letter to test.

(I have not yet gotten to the level of price testing, although I’ve read quite a bit on the subject.)

If you have an opinion or test result you’d like to share, please chime in by leaving a comment. Thanks!

-Ryan M. Healy

Popularity: 45% [?]

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It’s not often that I feel compelled to share a blog post with you right after I finish reading it.

This is one of those times.

If you are involved in online marketing as a student or marketer, take five minutes to read this timely message from Rick Butts:

==> Unsubscribe from Whomever Emailed You StomperNet

-Ryan M. Healy

Popularity: 52% [?]

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Back in September, I wrote about Lifelock and how their advertising is brilliant.

But ever since then, I’ve had my doubts about the company. And my research (which has taken quite some time) has turned up some interesting details.

Let me back up for a second. The whole reason I started doubting the company’s business practices in the first place was because of some comments left on my old copywriting blog.

A commenter dubbed ID Thief wrote, “Oh, and that SS number is not really issued to a Todd Davis. Its a phony number set up with the DOJ to try to catch stupid people. Five minutes online could have told you that.”

Then an anonymous commenter wrote: “Hello, my name is Butthead and my social security number is [457-55-5462]. Looks real enough? Any real businessman knows to NEVER use your own product… and that a lie works as easy as the truth.”

These comments alone caused me some concern over Lifelock’s advertising, but then the Long Island Sleuth showed up and wrote this:

Powerful ad, yes. Truthful, very doubtful.

For fifteen years I was a criminal investigator for NY State and we were trained in spotting phony Social Security numbers as the majority of our fraud investigations were in Unemployment Insurance.

Now, unless the Social Security people have changed the rules since I was employed in the field, this SS # does not exist in their system. Their rules are that you cannot have an odd number in the middle two numbers unless the first digit is zero, ergo, having the middle numbers of his SS # as 55 is impossible.

If that is still true, then the FTC ought to go after this guy for false advertising. Besides, I don’t care how secure his system is, no one in his right mind would broadcast his real SS# to the world.

So I couldn’t help myself. I had to discover whether Todd Davis’s SSN (as advertised) was real or not.

Now, I did find a few sources confirming that the two middle digits of a SSN must be even numbers, but my SSN uses one even and one odd number (and the first of the two numbers isn’t zero). So this rule may have been true in the past, but doesn’t seem to be true today.

Nevertheless, Joe R. claims the Todd Davis SSN is fake. He writes on Yahoo Answers:

I work for a company and can run a “social search,” and that social belongs to several different people, not one of them Todd Davis. In essence, the social is fake and several people have been reported using it. It makes me question LifeLock as a company.

Again, I wouldn’t bank on this source 100%, but it certainly makes me wonder.

But it gets worse. Because earlier this year, Experian filed a lawsuit against LifeLock. The Union (a Nevada news source) writes:

Lifelock has at least one major detractor. Credit reporting agency Experian has filed a lawsuit in the U.S. District Court in Los Angeles, accusing Lifelock of fraud, unfair business practices and violations of federal law.

Furthermore, Robert Maynard, Jr., one of Lifelock’s founding partners, has filed bankruptcy multiple times, committed identity theft against his own father, and been caught in lies about his past. You can verify these claims in this excellent article by Phoenix New Times reporter Ray Stern:

==> What Happened in Vegas: An In-Depth Look at Robert Maynard, Jr. and Lifelock

Although Maynard, Jr., supposedly resigned from Lifelock a year ago amidst this controversy, he is still a part-owner in the company and still handles the marketing. Wired Magazine reports:

[Todd] Davis acknowledged that Maynard, Jr., still owns 10 percent equity in LifeLock and that he is launching a marketing company. When asked if Maynard will work as a contractor for LifeLock doing the same marketing work he was until now doing as a staff member, Davis said yes.

Hmmm… So is Lifelock advertising a fake SSN or not? Better yet, should the company be trusted?

After doing a lot of digging, I’d say Lifelock’s business practices are, at best, suspect. Possibly even outright deceptive.

What’s your opinion? If you have any more evidence, would you mind leaving a comment below? Thanks.

-Ryan M. Healy

Popularity: 80% [?]

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Here’s a poem I wrote when I was 20. Lines from it have been coming to mind frequently these days, so I thought I’d publish it here.

It has nothing to do with business, but you might enjoy it anyway.

Creed - by Ryan M. Healy

I
To move the hearts of men;
To change the soul within;
To remove the facades that cage
Our ways at a tender age;
To return to the days of old,
When tales around the hearth were told;
To gather the scattered coals
That have lost their heat
In scattered defeat
Into a banked and blazing shoal.

II
To please the God that’s true;
To bid my flesh adieu;
To reveal the strong hands that made
This ordered earth in seven days;
To return to the times of old,
When stories of our God were told;
To gather the scattered coals
That have lost their heat
In scattered defeat
Into a banked and blazing shoal.

Popularity: 46% [?]

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I mailed all the books today.

Here are some numbers I thought you might find interesting.

Total sales: 85 (34 within the U.S. and 51 international)

Total cost of postage: $583.60

Total conversion rate: 22%

That number comes from this calculation: 85 sales / 385 unique visitors to my blog during the promotion = 22% conversion rate.

The conversion rate may actually have been better than reported since not all unique visitors would have seen the promotion.

Note to customers: If for some strange reason you don’t receive your book within the next 10-14 days, please email me. My email address is underneath my photo on the right side of this page. Thanks.

-Ryan M. Healy

Popularity: 48% [?]

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After a six-week hiatus, Five on Friday is back.

I took a break for two primary reasons: I’ve been slammed with work and I wanted to bring you five posts from five sources I have not linked to before.

As I began to collect blog posts, I began to notice a trend: everybody’s got Twitter on the brain.

All of a sudden, I realized I had my theme for this particular issue of Five on Friday.

Personally, I don’t really “get” Twitter. I haven’t used it myself, but I’ve read “tweets” mostly through MyBlogLog. Based on my personal observation, I think a great slogan for Twitter would be:

“Bonding with People One Brain Fart at a Time!”

What do you think? Am I right?

Before you pass judgment, here’s what some other bloggers are saying:

Twitter Is Stupid - by Mark Butler

Mark sums up my feelings about Twitter well. If you love Twitter, you might not want to read this rant… I mean post.

Drip, Drip, Drip Goes the Twit - by Seth Godin

This post is not so much about Twitter, but the principle behind the tool: consistency. And consistency is one of the most overlooked secrets of success.

A Message to Twitterers from the Middle Ages - by Lyndoman

Great painting. Great quote. Relevant to any publisher, no matter if it’s through Twitter or some other media.

Signal to Noise - by Seth Godin

Two posts by Seth Godin? Yes. Because they’re both good, and they’re both highly relevant to any discussion about Twitter. Seth writes: “Lately, I’m feeling noise creep.” Me too.

Quotes n Notes: Originality - by Mike Sansone

Some interesting perspectives on originality as shared by Voltaire and Dean Inge. Both quotes, plus Mike’s own spin, made me think. Oh, and this post was prompted by a “tweet.”

Do you have any feelings or opinions about Twitter? Leave a comment and let me know.

-Ryan M. Healy

Popularity: 52% [?]

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This morning I woke up to a nice surprise.

Ed Rivis shared my book promotion with his blog readers while I was sleeping… and entrepreneurs from across the pond turned out in spades!

Turns out, Ed once slipped a couple discs in his back, so he felt obliged to support my “Save a Back” campaign.

If you don’t know who Ed is, you ought to spend some time reading his blog. Here’s a link:

==> Web Marketing Strategy for Small Business Success

In the mean time, I’d like to give you…

Another FREE Gift

A few weeks ago, Ben Settle interviewed me about how to fill seminars. Or “put butts in seats,” as it’s commonly said. He recently posted the interview on his web site.

The interview is only 25:16, but packed with tips you can use immediately to get more seminar attendees. You don’t even have to opt-in to get it. Just click the link below…

==> How to Fill Seminars: Free Audio Download

-Ryan M. Healy

Popularity: 53% [?]

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Well, today is my birthday. And as you might already know, today is also the last chance you have to get a copy of Million Dollar Marketing Secrets for $7.

This is a real book. It is printed on real paper. And it’s even sent using real postal mail.

Today’s message might persuade you to buy a book or it might just make you laugh. If either scenario happens, I have succeeded.

You see, as I mentioned in the first post announcing this “giveaway,” I have 14 boxes of books. Each box contains 32 books and weighs 24 pounds. Two boxes stacked on top of each other is 48 pounds.

At the end of September, I’ll be moving again. And I’d really prefer to move as few of these boxes of books as possible. As you can see from the picture my wife took this morning, lifting boxes of books can be really hard on your back. (Yes, those are my pajamas.)

So here’s my totally selfish appeal today. Save a back: buy a book. It’s kinda catchy, isn’t it?

Anyway, if you’re interested, you’ve got about 24 hours left. You can read all the details of this offer in my original post.

==> My Birthday Is This Week — Here’s a Gift for You

-Ryan M. Healy

P.S. If you’ve already taken advantage of this offer, thank you! I will be mailing your book on Monday.

Popularity: 49% [?]

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[Note: This Offer Is Now Closed. Thanks!]

So my birthday is this Thursday, May 8. I’m a bit secretive about my age, although I haven’t gone out of my way to hide it. (Some folks know how old I am, but they almost never guess right the first time.)

Ever since about age 16, birthdays haven’t really been a big deal to me. When my wife asks me what I want, I have a really hard time coming up with anything.

I’m the kind of guy who depends on his wife to tell him when he should stop wearing something… because it’s out of fashion or falling apart. I also rely on her to force me to go clothes-shopping, which is one of my least favorite activities I could possibly imagine.

Anyway, I have more fun copywriting and serving people than I do receiving gifts. Which is why I want to give you a gift this week.

My Birthday Gift to You

Here’s the situation. I partnered up with JP Maroney a couple years ago on a book project. I was one of 22 different authors. We each submitted a chapter to the book.

The title of the book is Million Dollar Marketing Secrets. Some of the authors include Clayton Makepeace (he wrote an excellent chapter), Tom Antion, Michel Fortin, Ray Edwards, Alan Forrest Smith, and (of course) yours truly.

The book is packed with dozens of marketing tips and strategies. Here’s a sample of what’s included in the book:

• How to Harness the Power of Testimonials to Increase Sales.

• 7 Keys to Making a Fortune Using Radio Advertising.

• How to Get Prospects to Close Themselves.

• 5 Steps to Connect Product Benefits with Prospects’ Most Powerful Response-Boosting Emotions.

• How to Create Windfall Business Profits with the Power of Leverage.

• How One Transaction Can Make You Independently Wealthy for Life.

• Plus 16 more chapters I haven’t yet mentioned!

And because it’s my birthday this week, I’d like to give you a copy of this book for only $7.

Why So Little? And Why Now?

Since this was a group self-publishing effort, most of the co-authors paid money to create the book. I bought 500 copies at $3 each. Do the math. That’s $1,500 for 500 books.

Plus, I paid around $250 in shipping to have the books delivered to my house.

So far, I’ve used the books primarily as incentives. For instance, last summer, I gave away a free copy to the first few buyers of my report on how to get copywriting clients. And I’ve given copies to close friends and family members.

But I still have a LOT of these books left.

And I’ll be moving again at the end of September. So I really would prefer not to move these books again.

That’s why, in celebration of my birthday, I will give you a copy of my book for only $7. That includes shipping.

Considering that I’ve already spent $3 for each book, that’s a pretty good deal.

The only catch is that this offer will end first thing Friday morning (5/9/08) when I wake up. (My birthday is on Thursday, May 8.) So that means you have between now and early Friday morning to order.

I Have at Least 448 Copies Left!

As you can see in the picture, I’ve got 14 unopened boxes of books. Each carton contains 32 books. So I have a minimum of 448 copies left.

I doubt I’ll sell that many, but now you can see why I’d rather “give” them away now than haul them to a new house later this year.

Plus, it’s a nice perk for you. If you’re like me, you love books. And anytime I can get a quality marketing book for less than ten bucks, I’m all over it.

Heck, the chapter Clayton Makepeace wrote is worth $7 all by itself!

So Here’s How to Order

Just click the handy-dandy PayPal button below to pay $7 for the book. And MAKE SURE your address is correct. Because that is the address I will mail your book to.

International Customers: If you live in Canada or anywhere in the U.K., you can take advantage of this offer, too. No extra charge. (If you do not live in the U.S., Canada, or the U.K. and would like to order, please leave a comment below and I’ll get in touch with you privately.)

Canadian Customers: If you are a Canadian customer, I will mark your package as a “gift” so you don’t have to pay GST. (After all, this is a gift from me to you. I’m only asking you to chip in to help cover my “hard costs.”)

Alright, enough of my yammering. Here’s the PayPal Order Button.

[This Offer Is Now Closed. Thanks.]

My Best,

-Ryan M. Healy

P.S. Remember, the deadline for this offer is Friday morning, May 9, 2008. I will be packing all book orders this weekend and mailing them out on Monday morning (5/12).

Popularity: 58% [?]

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As a writer, I often need to look up the meaning of words. Sometimes it’s because I don’t know what a certain word means; other times I need to confirm I’m using a word properly.

Of course, I’ve got dictionaries on my shelf. I’ve even got a monstrous Webster’s Unabridged dictionary from 1978. (It measures 4.5 inches thick.)

But when I’m in the middle of writing, it’s not my preference to haul down a dictionary to look up a word. I’d rather just type in the word-in-question and get the definition immediately.

So that’s been my habit for a number of years.

Up until now, I would go to Dictionary.com, but the site is really annoying. Lots of pop-ups and banner ads.

Now I’m using a better method. It’s called Google.

To look up the definition of a word using Google, all you have to do is use the define: operator.

So, for instance, if you wanted to know the meaning of “sesquipedalian,” you would type in the Google search box:

define:sesquipedalian

You would then get back multiple definitions of the word with all the sources cited.

I find this is a much cleaner, simpler way of looking up words (as compared to Dictionary.com). Give it a try the next time you need an online dictionary.

Popularity: 43% [?]

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