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Recently I was working with a client on an advertising campaign. We had been running a particular ad in a variety of online media \\xa0(mainly solo mailings to email newsletters), and the ad was barely breaking even. We decided to test different subject lines. \\xa0Basically, we changed seven words.
Immediately upon our next mailing, our \\u201cReturn on Ad Spend\\u201d or ROAS \\xa0Went from around 80% to a startling 150%. Seven words. There\'s a saying in the direct response marketing business: \\u201ctiny hinges swing big doors\\u201d. In this episode, I will introduce you to five such \\u201ctiny hinges\\u201d that can \\u201cswing big doors\\u201d in your business. Small changes you can make that might mean the difference between meteoric success or humiliating bankruptcy. Plus, here are some additional reasons to keep listening\\u2026
Every day I go to my mailbox-my real world, physical mailbox, looking forward to getting something fun. A good sales piece, for me, is a treasure. Issues of my favorite newsletters, also a treasure. Books, cards from readers and listeners, the occasional gift. All great stuff in good fun. Then there is the \\u201cjunk\\u201d. Now what many people consider junk I actually look forward to-a good sales letter, a magalog or bookalog, \\xa0or the weekly\\xa0direct-mail piece from James\\xa0Malinchack. \\xa0
Everyone\'s got their own definition of junk, but those things to me are treasures. Junk, to me is all the poorly executed direct mail that I get. The stuff that so bad that it\'s a total waste of ink and paper. Stuff that\'s completely irrelevant to me, my business, my family. How do you get those folks to stop sending you mail? Why, there is an app for that of course. It\'s called Paperkarma. It\'s free. Using this app, you simply take a picture of the offending junk mail, click a button, and the folks at Paperkarma make your junk mail go away.
I\'ll be darned if I know how they make any money doing this, but I\'ll keep using them as long as they manage to stay in business. \\xa0They are not 100% successful, by the way, and getting everybody to stop sending your junk mail. And if the mail happens to be addressed to \\u201coccupant\\u201d or to someone who used to live in your address, or if it\'s just a ZIP-Code-carpet-bomb mailing, this app is not going to help. But it\'s a great little tool, and can dramatically reduce the amount of stuff you have to recycle every week.
Do you find yourself working hard to get God to fulfill your prayers?
I know people who have an illness and who run from healing evangelist superstar to healing evangelist superstar, practice the\\xa0Daniel fast, anoint themselves with oil, repeat special prayers, and do their best to be 100% sinless and perfect and holy in their behavior. In other words, they are always looking for the right \\u201cmagic ritual\\u201d \\xa0or \\u201cgood behavior\\u201d that will get God to heal them.
But God has already supplied all our needs, and promised us that we don\'t need to worry or work so hard. There\'s a beautiful story in the gospel of John that shows us why this does not work, and why in fact we should stop working so hard to get God to give us what he is already promised.
When Jesus saw him lying there and knew that he had already been there a long time, he said to him,\\xa0\\u201cDo you want to be healed?\\u201d\\xa0The sick man answered him, \\u201cSir, I have no one to put me into the pool when the water is stirred up, and while I am going another steps down before me.\\u201d\\xa0Jesus said to him,\\xa0\\u201cGet up, take up your bed, and walk.\\u201d\\xa0And at once the man was healed, and he took up his bed and walked.
Now that day was the Sabbath.\\u201d
John 5:6-9
This man encountered the one who was greater than the Angels, and who did not need a special supernatural event to deliver his promise This man encountered Jesus. Notice a couple of things: Jesus didn\'t ask the man to do anything until after he was healed\\u2026 And the healing took place on the Sabbath. The day of rest.
Rest easy in God\'s promises, and believe that he always keeps them. Our job is to simply rest on his assurances, and trust that he knows when, where, and how to give us his very best.
Whether the answer you\'re seeking has to do with your family finances, a relationship, and illness, or some mental torment that you currently are enduring, just rest. Jesus will take care of you. God\'s delays are not God\'s denials.
Here are five \\u201ctiny hinges that swing big doors\\u201d. Five small leverage points that can turn your business around, multiply your productivity, and skyrocket your profitability. As my friend Michael Hyatt likes to say, get all your numbers going \\u201cup and to\\xa0the right.\\u201d
As always, I want you to leave the podcast by taking some action. So here\'s how to turn this episode into real-world value:
Question: \\xa0\\xa0Have you ever had an experience where a tiny hinge swung a big door for you?\\xa0Click here to leave your comments.
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