How to Perform The Sorcery

 The Problem is that Pulling Lists Just to “Hack” them for Data costs Thousands

While hacking lists to find more data is a brilliant technique, and can yield awesome results and insight, it’s not always feasible for your clients to do. The reason is because pulling detailed lists to cross reference can be very expensive. Say your client has an existing customer database of 1,500 people. If you wanted to pull a list of the area that covers where the majority of them are located, you’ll likely have to pull a list of significant quantity. Here, I’ve searched infofree for an area with roughly 40k people and the list cost is over $3,000 to pull. While that’s a great price for a mailing list, it’s not such a great price for a genera list pull so that you can ‘hack’ your current list against. Considering the potential results, it can still be a great investment for your client to spend a few thousand dollars on, but it’ll also turn many off entirely. So… I present to you one of my deepest darkest secrets; and one that has helped me create campaigns for my closest clients that generate response beyond your wildest expectations. Remember, the true key to generating massive response is…

Discovering A Starving Crowd

If you read Gary Halbert’s legendary piece about finding a starving crowd, you’ll see that finding even just a few bits of targeted information can help create a list that sells like gangbusters.

Armed with the ability to hack lists and perform some minor sorcery, you have the ability to discover what exactly your clients best customers have in common and can easily discover a ‘hungry’ crowd.

But ‘hungry’ is all you’ll get.

You won’t find a starving crowd.

Discovering common pieces of data like age/income/sex/marital status will get you a hungry list…. not a starving one. If you want a starving list… you need to find that Dan Kennedy kind of information… the cars they drive, the interests they have, the education they received, the wealth they have, the hobbies, their wealth, and even their political views.

The kind of information that required him to sit in a parking lot for hours scouting for customer trends. Instead of spending thousands of dollars to discover 5-10 pieces of critical data per person by list hacking, or spending days on surveying customers and sitting in your clients parking lot for hours recording buyer activity….

how about spending only a few hundred bucks and receving…

A 100 page analysis report of every little detail possible on their customers!

Would you believe that I could take your client’s customer list… containing nothing but their names and addresses…. and return :: within a few hours :: a 100 plus page report chock full of every detail imaginable about their customers, including what percentage of them show a high indication of common traits?

Imagine having access to a database that holds more information about you and everyone else than the FBI, the CIA, or the IRS has, and being able to not only receive that information, but be able to find more people who have the exact same traits.

Amazingly, it’s all possible. Look and see from this sample report:

The numbers highlighted in orange by the way, are ones that show a large percentage of commonality, along with being statistically accurate rather than something skewered (such as one rogue customer who spend a fortune with your client and skewers the overall data).

This is all available because…

There’s a Company You’ve Never Heard About That’s Been Snooping on and Selling Everyone’s Data For 45 Years!

Acxiom, a $1 Billion+ behemoth has been quietly collecting and selling data on people for decades. They know where you live, work, and play. They know what your interests are, what political views you have, what cars you drive, how many kids you have, how much gold you have, equity in your home, and more.

They know more about the population than even the FBI and IRS.

They use this treasure drove of data to do EXACTLY what you want to do… find out the perfect audiences to market to. It’s no wonder they’re the second largest advertising agency in the nation.

In nothing short of an act of God, Acxiom has offered their services for marketing professionals as small as your business, similar to how we use trade printers to do the legwork while we take all the credit.

“We’re not Replacing Them, We’re Putting a Halo on Them”

Acxiom CEO Scott Howe says that Marketing Agencies (just like yours) are their biggest untapped clients. They actually want to share their massive power with you.

Just like a trade printer makes you look like a hero…  Howe says “We don’t replace the agency,” said Mr. Howe. “We put a halo on them.”

Now YOU Can Offer
This Service Yourself!

The great news is, you don’t even need me to provide this service. You can use me of course, but you can simply sign up to generate these reports (and mucn more) for FREE as an Acxiom partner.

Simply to go myacxiompartner.com and register an account. You’ll need to prove you’re a real business with an EIN and talk with a rep to verify, but that’s it, there’s no cost involved to be a member whatsoever. You’ll only pay for services you buy.

With the click of a button, and $300 or less, you can find everything you need to know about your customer’s customers and have a report generated within hours.

My personal favorite (the one which is sampled above) is the enhanced lookalike report.

If you tell them you have a lot of clients and that you want to be a reseller… you can even have the report generated with YOUR brand on it so it’s whitelabeled as your own… and the reports will be cheaper, like in my account screenshot above.

My rates are in the above screenshot, which are cheaper than the rates you’ll get for a regular partner account.

“Let the Bodies Hit the Floor”

I really can’t explain it, because it has to be experienced in real life… but once you take your clients barebones list and return to them these reports with such incredibly detailed information about their personal habits and details…

You WILL be accused of performing some wicked wizardry of marketing.

The icing on the cake though is that….

A Mailing List Will Automatically Be Generated For You

After the report is ready, you’ll also be able to make adjustments to a mailing list that’s automatically generated. With the results neatly and extensively compiled into the report, you can look into which elements you want to target or leave out and then you can purchase the list when convenient.

And the lists are cheap too… usually 3-5 cents per name in most cases (of which you can makeup and make $$ on.

This is a Perfect Way to Turn Clients on To Direct Mail

One of the greatest benefits to these reports is that they can turn your non-direct mail client into a direct mail lover.

For those of you who have consulting relationships with existing clients but haven’t been able to spark their interest in direct mail, these reports can seal the direct mail deal.

When they see this kind of information displayed and the results revealed… the natural reaction is “how do we reach more of these people?”… and what do you think the simplest answer is!?

An Example of How it Works

Let’s say you’ve got a client who owns a Tire Shop & Service Station who you provide various  services for such as SEO, social media, print marketing.

You’ve got a good relationship and they often ask for your opinion about new marketing ideas. They’ve been in business over ten years and have thousands of customers in their database, so they’re a fairly well known local service provider.

Aside from your services, they also do Radio, TV, and even do billboards; they’re always looking for more business.

They advertise on your 9×12’s and have even done some saturation mailings to certain neighborhoods that seem like they’d appeal to. While response has always came in, it’s never been anything groundbreaking.

One time they tried a targeted direct mailing, of which they bought a list of people they were sure were their target audience: Males between 60-65 years old.

They put a great offer on a postcards for discounted oil changes and brake services. It got a less than desireable 1.2% response. While it ultimately returned a return on their investment and brought in some new faces, they just didn’t see enough of a return to keep doing it.

Recently, you had discussed running Facebook ads by uploading their current customer list of emails into a custom audience… but the amount of emails available were so low that it wouldn’t matter.

So You Perform the Sorcery!

You have them compile a list of their very best customers, sorted by how often they visit and how much they’ve spent.These are the people that Peter, the owner swears are mostly all males around 60-65 years old.

You upload his tlist to your acxiom partner account, pay a few hundred bucks (of his money) to run a lookalike report and low and behold…

His best customers actually consist of almost 70% females between 65 and 72!

Peter is flabbergasted.  After digesting it all… Peter realizes that the customers who he thought were his best were just the ones that ‘stood out’; the guys that come in, drink coffee and chat up the staff everytime and always ask to see Pete to see how the wife and kids are doing.

He didn’t take into considerations the senior lady’s who come in and sit in the corner quietly while they pay for every service needed earlier than required and never speak up.

You put together a direct mail campaign targeted precisely to these individuals and find returns of double the response!

Fast forward a year later… you’re routinely doing campaigns to various different segments of ideal customers you’ve identified and they’ve cut their other marketing in half in order to send twice as much direct mail.

By now you’ve ran more enhanced acxiom reports and have fine-tuned your list to a T. One of your most responseive lists are females between 63-72 who own their homes, are registered republicans, and are ‘mail responders’. These campaigns alone are bringing in upwards of 5% response at times, and you’ve successfully grown their clientele by leaps and bounds as you’ve targeted a market that was previously going to a competitor.

In addition… you’re using axciom’s appending services where you’ve enhanced your clients list to now include all the birthdays of his customers so they’re now sending offers in their birthmonths.

And… you’ve got 9×12 ads running consistently along with constant recurring money from targeted mailings.

Your client thinks you’re some kind of wizard sent from the heavens.

He doesn’t know how the hell you do it but he refers every business owner he knows to you, which are now in your clientele and they all brag about how ‘their guy/gal’ can analyze their customers better than the FBI and if results are needed… you’re the guy.

LIFE IS GOOD!

• 

  Download the Audio Version

  Listen on the go!