Hope it’s OK to hog the comments section for this episode but it’s seems I’m the only one & it’s relevant.    Anyway I’ve been helping another business to market their online business directory for hotels.   I’ve been using the Cheese & Whiskers idea which I think is an incredibly useful way to think about it.   I’ve been really focusing on the cheese i.e. “more bookings” in my marketing.   I’ve also been using multi-step emails.   I also like Dean’s idea of getting a result first before being paid.  We’ve given them free listings that have been generating boatloads of enquiries – it’s very trackable.   Many of them would be making $300-$700 per month from their listing for which we want $49 per month for.  The only problem is we just don’t seem to be getting much response.   I’ve had one customer susbscribe out of 80!  One of them admitted to me that he’s getting a 5:1 sales conversion i.e. a 20% cost of sales for marketing, but that’s not good enough for him.    I’m thinking of getting really aggressive with these guys & just booting them off if they don’t hurry up & pay.  Not sure what tactic to use.