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www.getwsodo.com
www.getwsodo.com
they had inquired about. They would call up people at 90 day
increments and they would do what they called, "Did you buy"
surveys.

Dean Jackson: 00:10:18 Not, "Would you like to buy our faucets?" Or "Would you like to
buy, can we sell you some faucets?" They would call people up
and if they said, you know, "John, you came to the home show,
you inquired about faucets. Have you bought any faucets?" Not
"Did you buy Kohler faucets" or "Can we sell you some Kohler
faucets?" It's "Did you buy the thing that you inquired about?"
What they found was across all industries, no matter what it
was that people inquired about, over half of the people, 53 or
54% of the people that inquired about anything would buy what
it is they inquired about in the next 18 months. Only 15% of
them would do it in the first 90 days. It was really interesting
that when you look at it that way, I always like to be
conservative on things but I like to have a framework that you
can base things on for testing your hypothesis.

Dean Jackson: 00:11:19 I take the scientific method approach to everything with direct
response marketing, right? You can have a hypothesis of what
you're expecting to happen based on your understanding of
certain laws or rules or overriding, you know, foundational stuff,
which is now, I take conservatively. I said, "Okay well what if we
cut that down? What if we say that I'm gonna down it to 50%
and I'm gonna extend the time to two years." If I have a come
from, a belief, a guiding principle that when people inquire
today, just half of them are going to buy what it is they inquired
about in the next two years. That's my framework. What would
that look like?

Dean Jackson: 00:12:09 So now if we take that graphically, what we would look at there
is see that if we were taking 100 leads today, and we were going
to put them in one of these four boxes here, these would
outline the outcomes for every one of those 100 people, right?
The only possible outcomes are, on the left sidebar, yes they're
going to buy or no they're not going to buy. So we'd divide them
that way. Then at the top they're gonna buy now or they're
going to buy later. So every single one of these, if we go out two
years, is going to fit into one of these four boxes. Doesn't
matter if they're not gonna buy which side they're on, left or
right, it's just that they're not gonna buy. Of the ones who are
going to buy, we would expect 15% in the upper left, 85% in the
upper right. Five times as many in the long term follow up.

Dean Jackson: 00:13:08 90 days is what later means, right? In our world here. In most
cases, most internet marketing is really not focused on that 90

Dean Jackson (Completed 10/25/18) Page 4 of 29
Transcript by Rev.com