Communicating ROI -

Your Educational Materials Themselves

Despite your best efforts, some of your prospects will look at your manuals before they decide to invest in them. Communicate the ROI proposition in the manuals themselves and make it obvious:

- “contents” page

- testimonials on the cover and in the front and back of the manual

Don’t think that just because your pre-speech marketing, introduction, speech itself, sales presentation order form, testimonials and marketing materials got your audience to invest in your educational materials, that you are finished with the ROI proposition. You still need the ROI proposition to help: 1) sell additional materials in the future; 2) get referrals; 3) eliminate returns.

Inherent in the ROI proposition is the idea of selling money at a discount. You cannot fail if you make the argument and back it up that if you spend $119 you will make $219. Obviously, your ideas are worth a lot more than the $100, but you get the idea I hope. Only a fool wouldn’t spend a nickel to make a dollar. (Your content establishes this and your money-back guarantee eliminates all the risk.