It increases the conversion rate because the literature they deliver to a prospect is customized to that prospect's specific interests. Expanding On The Point Because our client earns more money for every lead they acquire, they can spend more money than their competition acquiring leads. In fact, our client gets a lot of benefits out of one little feature. If we don't understand our customer's business, we can't make a sale, because we can't deliver the right message. If you can, find out about your prospects before show them a sales letter.
Different ads can focus on different benefits, for example.
If your business is services, as opposed to products, you can afford to take this further. Instead of trying to close a sale immediately, gather leads. This website, and all content, copyright 2001 by Dan Thies. All rights reserved under U.S. and international laws. No reproduction, in any form, is permitted without written permission.