You’ve probably heard about people who get sky high conversion rates.

I’m talking mind boggling figures like 10%, 20% or even 50%

So how do you hit incredible numbers like this?

Is it your price point, your copy or having an amazing grand slam product?

Yes, all of these things count and play an important role.

But what’s equally or even more important than all of that are your LEADS.

Think about it:

If you were selling bottled water to people crawling out of the desert what do you think your conversion rates would be?

(Probably about a 100%)

The point I’m trying to make is when selling anything your LEADS are vitally important.

So what type of person makes the ultimate lead?

Ideally you want someone who has money to spend. Who has bought something similar to what you’re selling…and has done so within 90 days. Most importantly you want someone who is DESPERATE for what you have to offer. For example, there are 100’s of ways to promote your products from newspaper ads to online banners.

But in the world of direct marketing the most commonly used method is mailing lists.

As long as you send the right offer to the right list you’re almost guaranteed success.

Alternatively, if you send the wrong offer to the wrong list your campaign will BOMB.

Bottom line:

Before doing anything else pay attention to your LEADS.

(And make sure they are GOLDEN!)


Alastair Walton


One of the most powerful marketing tools is FAME.

I learnt this from an old school copywriter.

This guy had masters level savvy when it came to marketing.

He discovered that slapping a celebrities face onto your ad would boost sales tenfold.

It didn’t matter what you were selling or how minor the star.

It WORKED like voodoo.

You see this today with someone like Kylie Jenner.

Her cosmetics brand is worth billions of dollars.

But people don’t buy her makeup because it’s good (In fact, I hear it’s not that great.)

They buy it because of her star power.

If it wasn’t her selling it no one would care.

This is something you need to do in your own marketing.

You need to become famous in your niche or industry. You have to make people love, worship and adore you. This is 90% of the hard work. When you achieve fame it doesn’t matter how bad your marketing is. Get people to follow you like a zombie cult member and they will buy anything you sell. You won’t need magic sales letters or videos.

So how do you become famous?

Start by getting your name out there.

Use social media, YouTube, blogging, email everything.

Channel these followers to your site and sell them products.

Once you’ve sold enough products you’ll start to develop star power.

You can then parlay that into bigger things and from there the sky is the limit.


Alastair Walton


You’ve probably heard of the phrase, “The customer is always right.”

Believe it or not, this is actually one of the biggest myths in business.

You see, most customers think this gives them license to make demands.

They think it gives them certain entitlements because hey, the customer is always right.

In reality this concept is actually about YOU not them.

What it means is that you need to provide the customer with what THEY want.

Not what you THINK they want.

For example, if your customers want hamburgers, don’t try and sell them hotdogs.

If you do that you’re not going to get anywhere.

This brings me to my second point.

One of the greatest marketing lessons I ever learnt was this:

Demand is channeled NOT created.

What this basically means is that you cannot create a desire for a certain product.

You can only capture pre-existing desires.

If you’ve discovered the market wants hamburgers, do you open up a hotdog stand?

No, you give them hamburgers.

Bottom line:

Give people what they really want.

Instead of what you THINK they want.

Once you’ve figured this out create products that fulfill these pre-existing desires.

Do that and half the battle is won.

Until next time.

Alastair Walton