Jon Goldman, owner of lumpymail.com, was one of the class speakers at Invention University. Here are a few highlights from his presentation:

* Fail forward quickly – use amazon store, ebay, yahoo store to get your product out there
* Create a mailing that looks like a newspaper
* Obey the law of reciprocity
* 81% of customers buy after the 5th contact/mailing, a huge jump from the first through fourth contact
* On the flip side, only 10% of people send out 5 mailings
* Anyone can make a big promise, just be able to backup and prove your promise
* He used one of the inventor’s marketing sheets as a case study. Here were the suggested improvements:

o Tell a story
o Give a promise
o Put a caption on pictures
o Reduce the amount of text
o Be specific

* Using word “because” raises responses by 33%
* Put a skeptical headline in testimonials
* 4 Step Marketing Forumula

o Discuss the problem
o Agitate the problem
o Solve the problem
o Create the story

* 5 Emotional Hot Buttons to Push

o Desire to look good
o Fear of loss
o Avoid hassle, worry
o Comfort & pleasure
o Desire to save $$