Last month I sent out an email to my list of subscribers with the controversial
headline titled, “Does your traffic
suck?” It created a couple of negative responses from people
who said that the title was offensive. My reply was then and is now – “Get a
life.” All of us have heard the term “Sucking wind.” What’s offensive about
that?
I want to make two points. The first point is that the worst thing
you can ever be in marketing is boring. That title that was considered offensive
by two people out of the 60,000 it was sent to. The other part of the story is
that title and that email wound up making me, my company, my employees and some
our clients a small fortune. You may be asking yourself how.
In that email, I told the truth. The truth was that traffic did
suck for many dealers as it still does for many now. The domestic manufacturers
cleared their inventories and pulled the market ahead by several months and
created a lot of low gross deals for many dealers. If you think the title of
these emails have been offensive, you should consider how offensive it is to
sit there with no traffic day after day. Now that’s offensive.
In my previous email, I mentioned that for years, several of my
clients have asked me to provide staffed event sales. I have always declined because
I had seen mostly drunks, drug addicts and rogues who did those events. My
apologies go to those to don’t fit into that category. But even those people
would have to admit what I’m saying is true. Some of my clients wanted the huge
boost in sales and gross profit but didn’t want to have to deal with mess
afterwards.
Finally, I relented. I recruited an awesome staff of people and we
began to make things happen. Just recently, a dealer client of mine has experienced
$200,000+ in gross profit in five days. The dealer is right now almost doing
cartwheels because of the success of the event and how it is being handled and
he has rebooked us for another event in the future. The list of these types of
results is long.
The question is do you want to do something about your weak traffic?
If these types of events are not for you, I certainly understand. If you want
those types of results for your store or you are least curious to know how it
works, call 888. 2TEWART
(888.283.9278) to find out how it works.
