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Don’t take your customers for granite!

Here’s how, in case you prefer to follow the advertising leaders.

No, that’s not a typo. What I mean is, don’t assume you have a customer for life – or even for the next purchase.

I’m willing to bet you know the unique definition of “assume”. There’s no way you want to join the donkey club in this “the age of instant communication.” Yes, somewhat like instant coffee, but there are no grounds to stand on.

The point is you need to start learning more about your customers. Don’t click away because you know all you need to know about your customers. That may have been true yesterday but is it still true today? Even more so.

For example, just this week, I ran across the following articles, which appeared in a blog from a direct marketing publication by Direct Marketing News, in one day, back in November 2010!

“Banks roll with new financial regulations to learn more about their customers.”

“Make accurate customer data the center of loyalty efforts.”

Today, I see similar statements. Why? Data-driven marketing needs better customer information for anyone to respond to a marketing message. Even technology, such as marketing automation, Sales Force and any of the databases created to help marketers reach more targeted segments and build better customer profiles.

Take a step back.

Since the term for direct marketing came about as a strategy, in the 1950’s, it coincided with companies using direct mail to reach customers at their homes “directly” to their mailbox.

As time kept rolling onward, many ideas and customer needs changed, eventually meeting head on with technology.

In Forrester’s, “Winning in the Age of the Customer,” the risks in today’s customer-led market have shifted from responding too early to responding too late. Forrester’s age of the customer research gives business and technology leaders common insights and integrated playbooks — the fuel for complex, high-stakes customer-obsessed strategies.

Back to the present.

The articles in the blockquote above was from one publication. These two headlines point to the fact that customers are always changing, and if they mean anything to you and your firm, you need to meet the change head on. The published date was seven years ago!

In the first headline, banks need to learn more.  Stop and think a minute. I would think a bank knows a bit more about their customers than, for example, a retail store? If that is a true statement, then even the banks don’t have enough information about their customers or, are not recording selected data. Or, they neglected to act on it because the money was flowing in like a raging river after the first spring thaw.

Even collecting a minimum of information and acting upon it, such as better relevancy in the message to the sender, causes an uptick in responses. For example, if an optometrist has a better lens for people who wear bifocals, why send this information to their whole list of patients?

The need for a bifocal usually occurs in the later years of life. Why not go into the patient list and just pick the patients currently wearing them. Then select patients over 40 who are not wearing them, but may likely  need them. The response rate can be two, three or four times better than just an ordinary message.

In Summary.

Data is a lot of work. Interpreting data is more than a lot of work. Technology changes too fast. And the list can go on forever. In real time companies wait for the next bout of technology to take effect. Or wait until the next new and better version. Or just wait.

Today, we’re experiencing another form of a disruptive tactic of advertising. Turn on your computer, a tablet or even a smart phone and what do you see? If you said an advertisement, you are a correct. The advertiser provides the data and the channel delivery.

If you collect data and do not react to it, you’re missing many opportunities and not realizing it. So, don’t just sit there and wonder “where have all my customers gone?” Start learning more about your customers and compare them to your prospects, to regain those rock-hardened relationships you once had.

The articles in each issue of Direct Marketing Success are ready to help you acquire new customers, and get your existing customers to buy more. To get your copy today, click here.

Thanks for reading. Any questions please post them below.

Sign up for more #SmallBiz success to receive our monthly email newsletter now!

Marketing eValuations – Teaching – Consultation. It’s what I do.

  Evaluate – The easiest path for better marketing and advertising.

The BEST for your DIRECT MARKETING SUCCESS!!!

Mike Deuerling
aka: MarketingDoc

800.251.3608 / MD@DMCM.net

    

Our data policy: Short meaning. Any data shared with us, stays with us. Complete Privacy Statementclick-free-zone

Deposit Photos: © #6856063

© 2007-2017 by the Marketing Communications Group, Inc. All rights reserved worldwide. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Windows Clip Art, HubSpot, PhotoPin, DepositPhotos, Solid Stock, Unsplash, Stencil or John Deuerling.

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How to get up to speed before you’re ready to get serious using email …

and the importance of knowing the right answers to 7 questions before you send an email off!

There are many questions to answer before you embark on any marketing and advertising program or campaign. What contacts are receiving the message? Prospects? Customers? A recently purchased new list? Or a specific segment in your CRM?

Yes, there are many questions that must be answered way before the email delivery date. Some customers may respond to direct mail, others through social media, a website landing page or even email. Almost everyone has an email address or two.

Email has had its ups and downs. Have you recently used an email campaign? If you answered no, here’s a how to get rid of the dust and cobwebs on your email machine in seven easy steps.

  1. Why use email in your promotional mix?

Email has many different uses. It is used in project management, customer service, a delivery tool, and more. In a marketing and selling campaign it can mean lead generation, retention of clients, cross-selling, and even up-selling. Select one and match a list of contacts that are likely to respond. Caution: Don’t mix and match a marketing and selling campaign. There are different levels of interest.

  1. Is goal setting important in email usage?

If you are a small business, goal setting is easy to develop but difficult to measure. For example, when you use email with direct mail, the response of email emulates a form of two-way communication. If the communication is analyzed correctly, you are probably able to determine what the contact is looking for and what type of communication tool they prefer you use. Email service providers, such as Constant Contact, provide a lot of delivery data and even post your email to your list of social media you select.

  1. How many contacts do I need in my email list?

As with any good list, it is quality and not quantity. If the desired use of email is customer retention, that’s a relatively easy list to assemble. If the use is prospecting or lead generation, you need to capture permission or opt-in email addresses of all contacts you enter.

This takes time but there are many other channel opportunities, such as the use of direct mail, driving contacts to your website landing page, and content marketing.  These are all great tactical communication tools to grow an email list.

  1. Where do I value content in email usage?

How many times have you heard that copy is king? Email is no different, but you need to place its value a lot higher. Your email must engage the reader and move them to respond to an offer, for more information, such as a free sample or a white paper or a special industry report. Short subject lines should attract attention like a good headline in a direct marketing campaign.

Review your answers from question one.

  1. How do we not look like SPAM?

As we wrote above, your organizations contacts must opt-in or you have their permission to email to them. What we look for is called the “spam rule of fours.” Before any email is sent…

¨you have determined that your email is sent on a consistent schedule, such as monthly,

¨the email message is effective for your organization goals,

¨the information is timely and,

¨the message is relevant for the contact receiving it.

  1. What can we do to increase the number of opens and readability?

Who is the email from, creativity in the subject line, and the relevance of the message will help to increase the odds that the email is read. Not to be harsh, but customers are saying give me the right offer/content at the right time, or I am going to unsubscribe and move on.

  1. What type of ROI should we expect?

There are many variables associated with this question. If it’s customer retention, you should expect a better than your average return. In lead generation, it’s the offer and how precise the email was segmented. If the email sends them to a website for additional action, it is easy to look at the data provided by the email provider. The data from the email provider, analysis of click’s and requests from the contacts, enable more developed concise messages as you move forward in the campaign.

Note: Re-read goal setting above, number two.

If you and your team has analyzed the seven questions and put any changes into place, the next email program will be a lot smoother. If not, let us borrow a term from direct mail…

always be testing.

Even a slight change may mean better results or worse yet, poor results.

Please contact us if you have any additional questions.

There are many communication channels in the traditional and social media that have an impact on the customers in your database. Nothing in your communication options should be set in stone. Keep talking to your customers and respond to their needs. Listening is one of the greatest skills to hone with your marketing communications.

Let me know what you think.

There is an post on Quality and Quantity which will answer a question or two.

Need more Direct Marketing Success?

The articles in each issue of Direct Marketing Success are ready to help you acquire new customers, and get your existing customers to buy more. To get your copy today, click here.

Thanks for reading. Any questions please post them below.

Sign up for more #SmallBiz success to receive our monthly email newsletter now!

Marketing eValuations – Teaching – Consultation. It’s what I do.

  Evaluate – The easiest path for better marketing and advertising success.

The BEST for your DIRECT MARKETING SUCCESS!!!

Mike Deuerling
aka: MarketingDoc

800.251.3608 / MD@DMCM.net

    

Our data policy: Short meaning. Any data shared with us, stays with us. Complete Privacy Statementclick-free-zone

Deposit Photos: © @ kchungtw

© 2007-2017 by the Marketing Communications Group, Inc. All rights reserved worldwide. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Windows Clip Art, HubSpot, PhotoPin, DepositPhotos, Solid Stock, Unsplash, Stencil or John Deuerling.

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How an envelope creates a first impression for your promotion…

the same way clothes create a first impression for you.

Everyone likes a bit of respect now and then. If you are leaning toward your first direct mail program in quite some time or are a regular user of direct mail, envelopes are a great option. For some unknown, envelopes get no respect.

From a practical point of view, an envelope is simply a container. It holds your letter, invitation, and other printed matter so they can be delivered to the recipient. Upon arrival, it is torn open and discarded. So, what’s the big deal?

The big deal is that an envelope is far more than a container. It creates a first impression and carries the burden of making sure the contents are read. If the envelope fails to create the right impression, the envelope is not opened and with its contents, discarded. The entire direct mail package, including your carefully crafted sales literature, is thrown into the trash.

Give your envelopes the respect they deserve!

An envelope creates a first impression for your promotion the same way clothes create a first impression for you. It must conform to expectations, fit the occasion, and give people a reason to spend at least a few minutes with you so you can say what you should say. To conform to expectations, your direct mail piece should look like something your prospect would receive in the mail.

There are five basic types of mail:

advertising, publications, bills, personal or official communications and merchandise.

The default appearance is advertising, but the others can be useful. For example, if your company specializes in smart phones and you’ve just introduced an Internet service to avoid dropped calls, your prospects may assume any ad mailer from you is about phone services.

It may be better in this instance to make your mailer look like a publication or an official communication to allow your prospect to look at your mailer with an open mind.  Fitting the occasion is about making the envelope match the theme of your mailing. Is it an invitation, a notice, a personal letter, or something else?

If you’re selling smart phone accessories, you may frame your promotion around a dire warning about deleting the free introductory offer, so the envelope should look like an official notice. Your envelope should work with, not against, your theme.

To give people a reason to open the envelope and spend time with your envelope contents, you can use teaser copy or graphics to create curiosity. Copy as simple as “Look inside” or “Open immediately” may be all it takes.

We’ve seen a clear plastic envelope that allows people to see the contents. Enclosing a bulky item makes people wonder what’s inside. A valuable-looking certificate or gift card showing through a window makes the envelope impossible to ignore. The techniques are nearly endless.

The envelope is arguably the single most important part of your direct mail package. Give it the respect it deserves and spend plenty of time creating and designing the “package.” There are many new and different envelopes and designs made to entertain the reader. An entertained reader may very well be your next new customer.

The success of your mailing depends on it.

Let me know what you think.

Need more Direct Marketing Success?

The articles in each issue of Direct Marketing Success are ready to help you acquire new customers, and get your existing customers to buy more. To get your copy today, click here.

Thanks for reading. Any questions please post them below.

Sign up for more #SmallBiz success to receive our monthly email newsletter now!

Marketing eValuations – Teaching – Consultation. It’s what I do.

  Evaluate – The easiest path for better marketing and advertising success.

The BEST for your DIRECT MARKETING SUCCESS!!!

Mike Deuerling
aka: MarketingDoc

800.251.3608 / MD@DMCM.net

    

Our data policy: Short meaning. Any data shared with us, stays with us. Complete Privacy Statementclick-free-zone

Deposit Photos: ©

© 2007-2017 by the Marketing Communications Group, Inc. All rights reserved worldwide. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Windows Clip Art, HubSpot, PhotoPin, DepositPhotos, Solid Stock, Unsplash, Stencil or John Deuerling.

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Here’s How to Handle Disruptive Advertising.

Nothing – stay focused on your customer base.

Let other companies deal with disruptive advertising.

Know Your Buyer’s Journey. 

Who are the winners in this digital ad placement? Not the people who visit the websites for information or a purchase. They hate these **bleep** ads. However, the ad agencies, are raking in the cash.

What we have here is another form of a disruptive marketing model. You know, when ads are placed based on communication channels such as television, social media and email for example, and the advertisers hope to knockdown a few sales.

Here’s how to start building a better buyer’s journey.

Great marketing starts with an analysis of your current customers habits. If your company is like many small businesses today, you probably have a decent customer-centric marketing (CCM) strategy. Customers are at the center of all your marketing activities.

Next, using Google analytics or other data, start mapping a customer journey and building better customer profiles. Remember, close to 20% of your contact list can change yearly.

After all, when using data analytics, the collected and reviewed data will present more ideas on what a customer likes and buys. If you feel your marketing team is lacking in this area, don’t feel alone. You may be lacking the right person. You should have a person who is a problem solver. One who is not afraid to test assumptions.

Try mixing old and new data, examine the balance of the data that you have, it may trigger a few marketing ideas. Even looking at existing customers and past customers behaviors, can add other changes to your customer profiles and segments.

The data collected provides you with a better picture of your buyer’s journey after each marketing program. Further, the data analysis increases the odds of selling sell more products and turning more prospects into customers.

Data analytics not only shows you how customers react to landing pages, email, social media messages, and even direct mail. The analysis may likely tell you more ways to increase personalization accuracy and give you additional ideas for future testing.

What ideas can a disruptive advertising program provide for future marketing activities? Not much.

Additional information for your thought process.

Personalizing direct marketing messages is still not in play in many companies, from the largest to the smallest customer count. This is a great opportunity to get a head start on your competitors. There are many ways to learn about your customers and prospects which can impact your marketing response in the right direction.

“Taking the time to listen to, talk to and understand your customer, can greatly increase your marketing results, customer acquisition and customer retention.”

 

Summary

Let other companies deal with disruptive advertising. Start working with your data with a focus of learning more about your customers. You’ll be way ahead of the companies that decided on using the disruptive advertising model.

Here’s another helpful post for additional ideas. There are many methods available to collect customer information.

Let me know what you think.

Need more Direct Marketing Success?

The articles in each issue of Direct Marketing Success are ready to help you acquire new customers, and get your existing customers to buy more. To get your copy today, click here.

Thanks for reading. Any questions please post them below.

Sign up for more #SmallBiz success to receive our monthly email newsletter now!

Marketing eValuations – Teaching – Consultation. It’s what I do.

 

The BEST for your DIRECT MARKETING SUCCESS!!!

Mike Deuerling
aka: MarketingDoc

800.251.3608 / MD@DMCM.net

    

Our data policy: Short meaning. Any data shared with us, stays with us. Complete Privacy Statementclick-free-zone

Deposit Photos: © Capture More customers, background and A glimmer of hope. Stencil. Deposit photos. sticky note, 2012.

© 2007-2017 by the Marketing Communications Group, Inc. All rights reserved worldwide. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Windows Clip Art, HubSpot, PhotoPin, DepositPhotos, Solid Stock, Unsplash, Stencil or John Deuerling.

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How to re-think your usage of segmentation and vertical marketing procedures…

and seriously, it’s not that difficult to start now.

I recently finished writing the latest edition of Direct Marketing Success. As I was completing research for this edition, I found marketers are still not embracing the data in vertical marketing and segmenting their contacts within their target markets.

“There are many market segments our company can serve, but frankly, I just need a list of companies who use direct mail, fulfillment or printing.”  Direct Marketing Mail Company President.

So evidently, the market is still wide enough so others can embrace a single digit response rate.

Start simple and have an open mind.

Here is a simple but important suggestion on grading and segmenting your business contacts to help you start building a successful marketing database. I have used these same definitions for years that have contributed immensely to our customers success.

Here are three different segment types you can use to test.

  1. A client provides your company a consistent revenue stream and reaches the 80 percentiles of customers purchasing your services and products revenue.
  2. A customer uses your services or products occasionally but you probably do not get the 80% of their business.
  3. A prospect has the potential to be a customer or a client.

Go ahead and try it now by grading a few of your present business contacts. It’s easier to judge your customers as you determine who is using what services or products with this simple grading analogy. You may even discover a surprise or two along the way about your customers and prospects that can earn you some new revenue.

Now here is where another time saving element comes into play.

How many times have you wanted to do a promotional message to your contacts, or present a special offer, but you want to be careful to whom it was sent to? You wind up agonizing about what to do and eventually, the idea is scraped. And then, all you have is wasted time and money. Knowing who is in your marketing database and what they use or need, greatly reduces the chance of this recurring.

Obviously, there is more to segmentation than the one system described above. But segmenting after you start collecting data and information is more worthwhile than doing it all at once during the initial phase of your marketing database.

You eliminate guesses and wind up building an incredible database that meet many user needs from your company marketing database. Now, the contacts you are communicating with, receive relevant messages and information.

Vertical Markets.

As you to collect contact data and information, take a moment and start thinking about vertical marketing based on your latest data analysis.

Build a vertical market segment in your marketing database. Add the top 20% of total revenue companies spent with your companies. Then determine what vertical market if any, each company represents in your top 20% list.

Now, visualize a few simple assumptions about each contact in your 20% revenue generators list.

Next, return to your marketing segments and see what you may have to add to your database.

  • It provides additional ideas within your segments to possibly add another grouping, making your choices a bit easier to see the bigger picture.
  • Provides simple tracking and placement of information.
  • Addresses scheduling and call backs.
  • You placed a value on your marketing database so it is not considered an expense.

Yes, it’s as valuable, if not more so, than any money-making piece machinery you use on a day-to-day basis. Plus, if something is valuable, people appreciate it and respect it. That’s why it is such an important asset for your organization.

Summary

The biggest downfall is the lack of information and data not entered or entered incorrectly into a contacts file. You need to put one person in charge of the marketing database. This person adds, data, analyzes data and provides information to others based on their need.

It is only when you put your message in front of a qualified prospect that you can go to bed at night and rest easy, knowing that your marketing database is doing exactly what it is supposed to do and is coordinated with your sales team’s best efforts.

That’s the main reason the data portion of your direct marketing mail campaign is so critical. The best offer printed in full color, along with the best headline touting the greatest benefits, is a waste of money when in the wrong hands.

So, now with these vertical markets and segments you have built, consider purchase a CRM or marketing automation tool. You’ll be amazed what other tools you’ll have to go further into building better data.

Let me know what you think.

Need more Direct Marketing Success?

The articles in each issue of Direct Marketing Success are ready to help you acquire new customers, and get your existing customers to buy more. To get your copy today, click here.

Thanks for reading. Any questions please post them below.

Sign up for more #SmallBiz success to receive our monthly email newsletter now!

Teaching and Coaching – It’s what I do.

 

 The BEST for your DIRECT MARKETING SUCCESS!!!

Mike Deuerling
aka: MarketingDoc

800.251.3608 / MD@DMCM.net

    

Our data policy: Short meaning. Any data shared with us, stays with us. Complete Privacy Statementclick-free-zone

Deposit Photos: © Capture More customers, background and A glimmer of hope. Stencil. Deposit photos. sticky note, 2012.

© 2007-2017 by the Marketing Communications Group, Inc. All rights reserved worldwide. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Windows Clip Art, HubSpot, PhotoPin, DepositPhotos, Solid Stock, Unsplash, Stencil or John Deuerling.

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How Multi-layered Personalization can snag a few more customers…

when something is known about the recipient provides a significant benefit for advertising.

Personalization used with multi-channel marketing may be a double whammy and produces a significant increase in responses. However, do not forget the intricacies of personalization.

Personalization assumes that you know something about the people to whom you are mailing, emailing, or sending to a landing page and so on. It’s an effective way to keep customers spending their money on your products and services.

A word of caution. Be careful how you use personalized mail, email or any other channel you customer’s may prefer. When you presume too much too soon –– what we call “presumptuous personalization” –– you could do more harm than good.

So, here’s a simple and safe way moving forward with personalization.

Today’s marketing must be strategic and beneficial to your customers. Memorable advertising, with your marketing goals in sight, is to get the best return on your marketing investment.

Read any marketing journal or the many service providers daily emails, you’ll find across the board, from SmallBiz to the largest companies, there is a lack of understanding when, how and why using personalization.

Here’s how we look at data and personalization or Rule number one.

Use a greater amount of personalization for house lists or with clients and customers who have purchased from you before. After all, you talk with them, and they talk to you.

Naturally, they expect that you should and would know some things about them and their buying habits. So, when you first become familiar or even relating to their needs, it is because they opened the door first.

Conversely, use less personalization when you haven’t previously done business with someone, even though they fit some of the customer segments or profiles. If you use too much personalization with prospects you do not know, your prospects may see this as an invasion of privacy, stolen data or made up data.

Rule number two.

Using personalization with past customer advertising can never hurt your reputation. Go ahead and add more pizzazz to stop their eye movement and probably a few more seconds of attention that can make a difference. Testing can answer your question on the type of personalization you need to start a track to become a customer.

When you use personalization wisely and appropriately, it is a powerful direct marketing mail tool that attracts attention, increases readership, and invariably boosts the chances for a response.

Use an advertising program with multiple channels and deeper personalization, in the form of a purchase history, yields a greater response rate.

Summary

In today’s data driven marketing era, it’s important to capture customer information to drive business and future marketing decisions. Today’s marketing must be strategic and beneficial to your customers.

Advertising is set to get the biggest response on selling your products and services. Plus, the added information helps customer service and your people who sell your goods.

No matter how great your product or service is, the fact remains that those who “have a need for what you have to know” must be aware of “what you have to offer.” That is my rule number three.

Let me know what you think.

Need more Direct Marketing Success?

The articles in each issue of Direct Marketing Success are ready to help you acquire new customers, and get your existing customers to buy more. To get your copy today, click here.

Thanks for reading. Any questions please post them below.

Sign up for more #SmallBiz success to receive our monthly email newsletter now!

Teaching and Coaching – It’s what I do.

 

 The BEST for your DIRECT MARKETING SUCCESS!!!

Mike Deuerling

aka: MarketingDoc

800.251.3608 / MD@DMCM.net

    

Our data policy: Short meaning. Any data shared with us, stays with us. Complete Privacy Statementclick-free-zone

Deposit Photos: © Flat design . Freelance career. Marketing.Data Driven Marketing photo. Top photo. Abstract background
@ choreograph

© 2007-2017 by the Marketing Communications Group, Inc. All rights reserved worldwide. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Windows Clip Art, HubSpot, PhotoPin, DepositPhotos, Solid Stock, Unsplash or John Deuerling.

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How to Break A Few Rules in Your Direct Marketing Copywriting…

using persuasive or direct response writing to get your copy read.

More than likely, your teachers drilled you on avoiding various “mistakes,” such as ending your sentences with prepositions.

These are valuable lessons. However, in the real world, people tend to respond to writing that is less formal and more like ordinary conversation. Being persuasive often means breaking a few rules such as:

Avoid anything that makes the eye stop.

Weird type or extreme letter spacing creates “fixations” where you don’t want them. This slows reading and interferes with comprehension.

On the other hand, you may want to make people pause for a split second on key words or an 800 number. Italics, underlines, bold, and large type will make the eye stop where you want it to.

Use fragments.

This adds excitement. Urgency. Keeps the pace brisk. Just don’t go overboard with fragments or you’ll risk sounding affected and artsy.

Use standard type and layouts.

That doesn’t sound very creative, but for easy reading you shouldn’t get too creative. In most cases, a simple Roman or serif typeface is best for body copy.

Roman typefaces have features that make them easier to recognize than sans serif or odd typefaces. In other words, the less attention you call to the type, the easier the copy is to read.

Keep sentences short.

A good school essay may benefit from complex sentence structure, but persuasive writing requires short, easy-to-read sentences. As a rule, the average sentence length should be 16 words with 32 words as the approximate upper limit. If you have long sentences, break them into two or more shorter ones

Speaking about short, try one-sentence paragraphs.

They stand out and add drama.

Begin sentences with conjunctions.

Words such as “and,” “also,” “besides,” “furthermore,” “but,” “however,” and “so” are frowned upon in standard written English. “But” they help you break long sentences into shorter ones to make your copy flow smoothly.

Use familiar expressions.

“A sure thing,” “awesome,” and “O.K.” are all familiar and informal. Contractions such as “they’re,” “you’re,” “it’s,” and “here’s” also give your writing a relaxed tone.

Be redundant.

A “free gift” is redundant, but far more powerful than just “gift.” “Call anytime 24-hours a day” says the same thing twice, but that’s okay be-cause you want to emphasize and clarify your meaning.

Let me know what you think.

Need more Direct Marketing Success?

The articles in each issue of Direct Marketing Success are ready to help you acquire new customers, and get your existing customers to buy more. To get your copy today, click here.

Thanks for reading. Any questions please post them below.

Sign up for more #SmallBiz success to receive our monthly email newsletter now!

Teaching and Coaching – It’s what I do.

 

 The BEST for your DIRECT MARKETING SUCCESS!!!

Mike Deuerling

aka: MarketingDoc

800.251.3608 / MD@DMCM.net

    

Our data policy: Short meaning. Any data shared with us, stays with us. Complete Privacy Statementclick-free-zone

Deposit Photos: © 106550284

© 2007-2017 by the Marketing Communications Group, Inc. All rights reserved worldwide. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Windows Clip Art, HubSpot, PhotoPin, DepositPhotos, Solid Stock, Unsplash or John Deuerling.

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How to Use Story Telling Within a Brochure and…

other channels to enhance the impact.

Brochures use to be the workhorse of marketing and selling. They were handed to prospects, distributed to trade show attendees, offered on a website, inserted into product fulfillment packaging, and so on. Today, you’ll need great copywriting and ways to make contact than what was in a typical brochure used 20 years ago.

If you plan on sending brochures in your direct mail, it’s important to make sure they are created to work in that environment. The story within the brochure does all the heavy lifting but the copy must be short and to the point, quickly.

Next, make sure you carefully put together the list of names, the creative design is attractive to your readers, and reaches your special offer, within eight seconds, and leads them in one click to the company’s landing page.

Here are 8 tips to make sure you’re getting the most out of your direct marketing mail brochures and its supporting cast of channels.

  1. When you decide on using direct marketing and mail, make your brochure “tells before sells.” Remember that in direct mail, it’s the letter that makes an offer and does the selling. The job of your brochure is to back up your letter and fill in the details of your story. The old saying is, “the letter sells and the brochure tells.” You do this by illustrating the use of your product, by listing features and benefits, and by including photos, illustrations, diagrams, charts, tables, and other visual aids that “wow.”
  2. Design for easy reading. While you may want to impress your potential buyers, never let ego get in the way of legibility. Use easy-to-read type, short paragraphs, bullet points, photo captions, bold headlines and subheads, and drawings within the design techniques of the letter and brochure.
  3. Use descriptive headlines. A header for a section with testimonials that read, “Why our customers love us” says nothing. But a header that reads, “We’ve saved money for more than 300 customers” delivers a clear message. Since people tend to scan literature, it’s important for all your headers to be complete and descriptive at a glance. The story may be the “how” a portion of customers saved money. Pick a problem in your industry which is familiar with many companies in the industry, but your solution is your bread and butter.
  4. Don’t waste your cover. You should start strong on the cover with a big benefit headline. This draws the eye and gives people a reason to open your brochure and start reading. Use a design or two from your website.
  5. List features and benefits. Features are the characteristics of the product or service you’re selling. Benefits are the explanation of how those features are relevant; they answer the question “What does this mean to me?” Generally, benefits relate to how something will save time, generate money, or solve problems.
  6. Highlight your guarantee. This can reduce perceived risk and remove objections. Potential customers are always thinking, “What if this doesn’t work? What if I don’t like it?” Use a story to depict the most important value added option within the guarantee and add a testimonial.
  7. Include testimonials. Positive remarks from satisfied customers or clients help support your claims and act as proof that your products or services are of high quality.
  8. Add complete contact information. Brochures are often the one-piece people keep or pass on to others. So, add a landing page on your website supporting the brochure. Use similar designs from the brochure and redundant copy. If your company is using social media or wants to test the waters, this is a great time to add another channel or two. It’s never too late for using digital marketing.This is a great opportunity for a visitor to finish the brochure story. Make sure the visitor has an opportunity to act with your landing page. Maybe a game. A true or false test. A quick video, depicting your product in use. Accolades from other companies. The list can be endless but keep away from boredom or too much of a good thing.

Three more ideas on brochures and sales letters:

How to write the perfect sales letter…

5 Ideas to Increase Engagement Using Landing Pages With Direct Marketing

Visuals attract and make the reader pause…

One From Adobe https://blogs.adobe.com/creativecloud/make-a-lasting-impression-with-these-tips-for-designing-a-brochure/?trackingid=8WLD55GN&mv=email
John McWade at LinkedIn Another source for quality design ideas.

Let me know what you think.
The articles in each issue of Direct Marketing Success are ready to help you acquire new customers, and get your existing customers to buy more. To get your copy today, click here.

Thanks for reading. Any questions please post them below.

Sign up for more #SmallBiz success to receive our monthly email newsletter now!

Teaching and Coaching – It’s what I do.

 

 The BEST for your DIRECT MARKETING SUCCESS!!!

Mike Deuerling

aka: MarketingDoc
800.251.3608 / MD@DMCM.net

    

Our data policy: Short meaning. Any data shared with us, stays with us. Complete Privacy Statementclick-free-zone

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© 2007-2017 by the Marketing Communications Group, Inc. All rights reserved worldwide. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Windows Clip Art, HubSpot, PhotoPin, DepositPhotos, Solid Stock, Unsplash or John Deuerling.

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How to kick up the marketing and advertising performance for your product or service…

and yes, even now in digital marketing.

It’s what we call the Customer Circle of Success(CCS) that can help you navigate the choppy waters of marketing.

Marketing is very subjective. What works one day on one prospect or customer, may not work with your marketing performance on the very next day.

Do you listen closely to your customers? Frequent communication with them may help your marketing and advertising success.

Here are a few thoughts, budget friendly, to help you get the Customer Circle of Success ball rolling.

  1. What is important in small biz marketing (CCS) is consistency. A logo and brand image is important, so make sure they instantly say something about you and your company marketing team.
  2. Who is a good customer? What makes them a good customer? Build a customer profile to test in the next advertising opportunity. It may not be right the first time, but listen, test, and tweak your profile. If you are new to building customer profiles, test only one or two at a time until you feel comfortable with your built customer profiles.
  3. Relevancy in your marketing messages is critical. A potential customer can’t care less about your business. It’s what your business can do for them. What do you offer that benefits them and their organization? Knowing this makes your messages more relevant to their needs and less of a chance to fall on deaf ears.
  4. One and done makes a good basketball tournament rule, but not a marketing strategy. Use the all-encompassing 80/20 rule. Think that 80% of your target market doesn’t care about your company. Of the 20% who show some compassion, 10% may think about what it can do for them. 10% of that may ask for a price or a proposal for you to bid on.

No matter how you look at the numbers, your takeaway is to remain in touch with the 20% who just may at some moment make a purchase. Look closely at your CCS to see the reason (s) they made a purchase.

That takes us back to consistency. Always stop, look and listen to your customers and prospects. When you take the time to listen, you learn a lot, so make any marketing changes and don’t fear “assumptions.” They can surprise you.

Remember, the more contact with customers and prospects, increases the value of your Customer Circle of Success.

Being there when the need for your product or service is finally realized, is good marketing. It might just be the best circle you can put your arms around.

Let me know what you think.

The articles in each issue of Direct Marketing Success are ready to help you acquire new customers, and get your existing customers to buy more. To get your copy today, click here.

Thanks for reading. Any questions please post them below.

Sign up for more #SmallBiz success to receive our monthly email newsletter now!

Teaching and Coaching – It’s what I do.

 

 The BEST for your DIRECT MARKETING SUCCESS!!!

Mike Deuerling

aka: MarketingDoc

800.251.3608 / MD@DMCM.net

    

Our data policy: Short meaning. Any data shared with us, stays with us. Complete Privacy Statementclick-free-zone

Deposit Photos: © Direct Marketing, 54239731_original_mindscanner, Digital Marketing_152811548_Design 36

© 2007-2017 by the Marketing Communications Group, Inc. All rights reserved worldwide. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Windows Clip Art, HubSpot, PhotoPin, DepositPhotos, Solid Stock, Unsplash or John Deuerling.

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Keeping Your Nose to The Grindstone is Not A Good Idea for a #SmallBiz…

unless your marketing guy wood.

Even if your guy is Pinocchio, keeping you and your employees on a continuous planning schedule, will reap greater rewards toward the success of your prospecting program.

The world of direct marketing and mail has changed dramatically since 2007, adding more meaning to “only the strong survive.”

Ten years later, business is tougher than ever. Competition is stiffer. The latest technology is out-of-date tomorrow. Loyal customers are harder than ever to find. And while you’re busy (and not watching), someone you don’t know could be marketing to your clients today.

The solution is for your marketing and sales teams is to take an active, aggressive marketing and prospecting posture today and every day… to utilize and implement a proven combination of prospecting and selling tools… designed to deliver a significant return on your prospecting investment!

The Starting Point.

 It all starts with marketing and sales planning. You need a four-month plan, an eight-month plan and then a twelve-month plan! And at the end of each four- month plan, you update the next four-month plan based on what you have learned in the past four months. It is beyond a doubt the most serious recommendation we tell all our clients.

The fact is, when you follow a plan, you lead by example to your marketing and sales team. I believe leadership is earned. You show your team members, customers and prospects that you believe in and practice the principles of direct marketing…

frequency… reach… quality… precision… consistency… high impact… relationship building… educating… customers… and so on.

And by following and updating your basic 12-month prospecting plan, you can’t help but attract more of the right kind of business and better human resources.

After all, when you’re in front of the right kind of buyers and prospects with this level of frequency, the payoff is that you begin to generate more inquiries… results you can measure… because your entire business community sees you as the “foremost expert on how to use direct marketing.”

 It’s All About Education

First and foremost, it is critical to send the right kind of messages to a qualified and targeted audience –– and in a proper balance of marketing communications in a variety of channels, such as direct mail, email, landing pages and so forth, with much appreciated information, and most importantly, call-to-action offers.

In today’s competitive environment, the proper balance starts with an educational theme… because how you use direct and digital marketing is tricky to reach your target market. Your team must know more about communicating more effectively… gather new information with greater efficiency… and increased results.

In fact, that’s what all the planning time is all about.

Let me know what you think.

The articles in each issue of Direct Marketing Success are ready to help you acquire new customers, and get your existing customers to buy more. To get your copy today, click here.

Thanks for reading. Any questions please post them below.

Sign up for more #SmallBiz success to receive our monthly email newsletter now!

Teaching and Coaching – It’s what I do.

 

 The BEST for your DIRECT MARKETING SUCCESS!!!

Mike Deuerling

aka: MarketingDoc

800.251.3608 / MD@DMCM.net

    

Our data policy: Short meaning. Any data shared with us, stays with us. Complete Privacy Statementclick-free-zone

Deposit Photos: © Copyright:under_verse

© 2007-2017 by the Marketing Communications Group, Inc. All rights reserved worldwide. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Windows Clip Art, HubSpot, PhotoPin, DepositPhotos, Solid Stock, Unsplash or John Deuerling.

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