Episode 234 - The 90-Day Wonder and Why People Buy From You | Roy Cammarano
Roy Cammarano sold a guy a quarter page ad in a weekly business newspaper. Before the ad, that guy was moving one or two copiers a month. During the campaign, 11 and 12. Then he canceled it because every customer walking in told him they'd seen the ad in the daily paper... a paper he never advertised in. His sales dropped right back to two.
Five weeks later he called Roy back begging for the ad. Roy sold him a junior page at more than double the price for twice the run.
That story is the whole episode in miniature. Roy has been selling since newspapers were the medium, and he built a…
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