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What is More Valuable When Planning Your Next Copywriting Project…

attractionThe headline? The first paragraph? The offer?

Before you start your next copywriting project, remind yourself and your marketing team, just how valuable your direct marketing copy is to achieve your company marketing goals.

Teamwork, found in a winning sport team, is not dependent on one single player to carry the team to victory. Nor should it be.

It takes teamwork to get a marketing message read and acted upon because of so many variables that come into play. The biggest variable is the mind of the recipient, and that can change like a player dropping the ball that was almost a catch.

A look at the headline and the first paragraph.

attractionvdonorsSome copywriters may say,” A powerful written first paragraph leads to more sales than any other direct marketing technique.”

Wait just one second. If this opinion is correct, then why do you need to focus on writing a powerful headline in your copywriting?

Many copy writers say that headlines are meant to gather attention and draw the reader or donor into the content, like the spider and the fly.

Combining the two into greatness, is a skill set of great copywriting, and it’s equally important in for profit and not for profit direct marketing copy.

Let’s look at a few generalizations.

There are many copywriting pointers you need to understand when you begin to write direct marketing copy. For example, will your copy entice people to make a donation or purchase a product?

A charitable donation.Skeptic1-150x150

  • Asking for a donation is not easy. It’s important to share a lot of information about your cause before asking. People expect a lot of information because donors highly value trust. Video is especially useful to draw people into your cause.
  • Crafting a strategy is critical, focusing on donor demographics of people who care and give. Some donors may have specific causes close to their heart and willing to give a testimonial to help their cause.
  • Build a network of donors.

Selling a product and or service.

  • Having a great product to meet a potential customer need is important.
  • What are the benefits associated with your product and what customer needs do the benefits of your product fulfill?
  • Build customer profiles and assign them to a demographic group of like customers.

Obviously this short list of three each for charity and selling is just the tip if the iceberg. Just as one customer to the next is somewhat different, the same can be said about a donor and their cause.

Just as a good first impression is critical for the headline or the first paragraph, paying equal attention to both is a good strategy in your copywriting techniques. Why?

What about the offer?

salefreenewBut the main point in this post is to remind you when you write direct marketing copy to sell or to get a donation, for any customer channel you want to use, you have only seconds to spend on securing a donor or a customer.

After a good headline draws the reader into a powerful written first paragraph, giving you must needed seconds, your clean-up hitter, the powerful and tantalizing offer, can clear the bases, making the sale or a donation.

The purpose of all marketing direct to a person is to motivate a prospect, client, or customer to take action: to call, order, buy, request information, visit your moneybackstore, donate, watch a video, website, whatever — to take the next step.

In this case, that next step is the offer. An offer, to get the donation or make the sale, is a critical key you need to push your customers or donors to part with some of their hard-earned cash.

There is a lot of value for a small business to use direct marketing.

In this fast-paced, highly-competitive world of ours, making this happen isn’t always as easy as it looks. The reason is that it takes a tremendous amount of planning and implementation expertise to make that response occur.

premiumYou’re dealing with a human mind. Your marketing team must be up for a battle each and every day.

Here are two posts that get a little deeper into writing an offer.

How to Make A Strong Offer.

Offering something FREE can be a difference maker in lead generation.

Want to learn more about us and how our approach to learning marketing services can work for you and your organization?

 Take our All Marketing Is Direct to Customer journey today.

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Don’t procrastinate, eValuate.

At times, some of the smallest changes in your small biz marketing, have the greatest impact.

Need more information on direct and customer-centric marketing? Sign up today for our monthly email, All Marketing Is Direct. 

Coaching

 

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© 2016 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.

 



How to Create Marketing Momentum

momentum_weband turn it into a powerful direct marketing strategy!

In physics and nature, momentum is a powerful force – whether it takes the form of space junk falling from the sky or a hurricane striking the coastland.

Momentum is a powerful force when it comes to a direct marketing strategic plan as well.

Momentum means that you create a direct marketing plan and keep pushing that plan. You remain constantly devoted to the plan. You live with it and stick with it no matter what.

Here’s a tipping point to recognize.

Business gets good. You’re slammed with orders. Production slows. You think of applying the brakes on your direct marketing program, just a bit, to take some of the pressure off your employees.

But before you do that, think of the momentum you finally achieved by using a new direct marketing strategy. For example, in sports, such as a football game, a team’s winning strategy over an opponent, can be challenged by a big play in the game, creating a momentum shift for the opposite team.

Recognizing and reacting to a momentum shift is important for your direct marketing success.  

Business gets bad. You’re scratching for orders. Production is all dressed up with nowhere to go. The temptation is to put future direct marketing on hold. This too can break the momentum of your direct marketing program.

Is it time to retool or reboot?ThinkingStrategicallyW

Think of your direct marketing program momentum as a machine that you need to keep adding fuel to –

  1. a new offer,
  2. creating a new segment or two among the existing contacts,
  3. a new design and soon on.

Your marketing goal is to keep the momentum going.

You know how much time and effort it took to get up to speed in the first place…

to build a machine that is sending sales, inquiries, leads and prospects your way on a daily or weekly basis. So. By all means, once you put the plan in motion, keep it in motion.

Or in other words…

the time it takes to get you back up to speed again may cost you more than the cost of maintaining or holding your course.

The fourth quarter of 2016 is almost here…

If you want to keep the momentum going in 2017, this is a great time for an MCG eValuation of your marketing. We’ve done thousands of evaluations for companies in a variety of industries. The smallest change can have a big impact to your marketing program.

What’s a mcg Marketing-eVal?

  • Prior to finalizing the purchase of that new home you love so much, you get a home inspection.
  • Your high school child begins a search for a college to attend, you help her study, prepare and plan school visits.
  • Need a new set of wheels? Before plunking down mega-bucks, you take a test drive.

Marketingeval_logoV3We examine and judge your present marketing activities carefully.

Are you using your marketing tools correctly? Are there other marketing activities to consider?

Make a visit now to “Rethink How You Spend Your Marketing Dollars” on our corporate website, Marketing Communications Group. Then fill in the contact us page or email me at MD@DMCM.net. There is a sample plan available for you to read to help make your decision.

We are a small business serving other small businesses so don’t expect any sticker shock. Results are what you need to succeed.

Want to learn more about us and how our approach to learning marketing services can work for you and your organization?

 Take our All Marketing Is Direct to Customer journey today.

Marketingeval_logoV3

Don’t procrastinate, eValuate.

At times, some of the smallest changes in your small biz marketing, have the greatest impact.

Need more information on direct and customer-centric marketing? Sign up today for our monthly email, All Marketing Is Direct. 

Coaching

 

DocTake4Web

© 2016 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.

 



Direct Marketing to One Customer at A Time…

Poof,means using the right type of personalization to contribute in making the sale.

Rarely, when a direct marketing solicitation arrives, does the family – or the entire office staff – gather around your communication, read it aloud, and applaud together. This is why it’s important to remember that when it comes to direct marketing, you’re really only talking to one person at a time.

While you may naturally think of your customers as a single large group, each of your customers sees himself or herself as an individual. A solicitation written to “Dear Customers,” “Dear Friends,” or “Dear Homeowners,” rob familiarity from your entire solicitation. Poof!

If your personalization methods are not up to speed…

Personalization assumes that you know something about the people to whom you are mailing. It can be an effective way to keep customers coming back, but be careful how you use personalized direct marketing, especially in the mail.  When you presume too much too soon –– what we call “presumptuous personalization” –– you could do more harm than good. Poof! Poof!!

Here’s a simple and safe strategy.

PersonalizationUse a greater amount of personalization for customers who have purchased from you before. After all, you talk (or write, listen, email) to them and they talk (or write, listen, email) to you.

However, if you have online shoppers, they may have similar demographics, psychographics, and behaviors. You can create groups or segments of online shoppers and visitors that are both significant and manageable. For example:

  • male or female, as who makes or uses the purchase,
  • uses a debit or credit card,
  • is a homeowner, condo owner or an apartment dweller,
  • a specific age group,
  • geographical location and so on.

Using data analytics can open your eyes to what customers are actually doing.

If you are unsure on the amount of personalization to use, test for relevance.

Today’s customers demand that the products and information they are presented with be relevant. How do you feel when a company you frequent sends you a direct marketing promotion with offers and recommendations for products that have nothing to do with previous purchases you’ve made or with the profile you’ve shared with them?

It’s time to do your homework.

Nothing drives a shopper away faster.

In summary, avoid “presumptuous personalization” until that door is opened a little more by the customer. Yes, it takes time, but not as much time or money as it takes to get a new customer. Poof Poof Poof!

Another post you’ll like is “three powerful ways to grab more customer personalization!

 – OR –

How to Get the Answers for Your Most Burning Customer Questions… that drives more marketing information you need about your customers and prospects!”

Want to learn more about us and how our approach to learning marketing services can work for you and your organization?

 Take our All Marketing Is Direct to Customer journey today.

Marketingeval_logoV3

Don’t procrastinate, eValuate.

At times, some of the smallest changes in your small biz marketing, have the greatest impact.

Need more information on direct and customer-centric marketing? Sign up today for our monthly email, All Marketing Is Direct. 

Or, grab a free copy of Direct Marketing Success today!

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© 2016 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.

 



Looking for new customers? Do you have an idea how?

Lookin_for_CustomersHere’s how to separate the chaff from the wheat!FieldofGrowth

A few weeks ago, I had a conference with a prospect looking for advertising advice. She belongs to a group I manage in LinkedIn. Her company builds and maintains websites on a national level. I’ll call her Prospect X.

As I always do, I asked a lot questions. She reminded me on a couple of my questions, “I know that.” I agreed with her on a few occasions but in order to get a better understanding of her needs, I kept asking questions.

Testing will keep you on track.

First off, they have an offering to test “providing monthly website maintenance.” That sounds like a good idea but is it? A good idea is to test this assumption.

I recommended to examine their existing customer list to see if there are any website similarities that presently exist, such as a WordPress site, Joomla or Html. If so, placing them into an appropriate segment or like grouping, can lead to better relevant answers for future marketing efforts.

There are other options to consider, such as:

  1. type of service
  2. industry
  3. size of company
  4. revenue
  5. number of employees
  6. departments
  7. geographical location
  8. products they make or offered services.

On your mark.

I recommended to Prospect X to jot down four or five questions that will yield valuable information to help her to decide on how the website maintenance program will evolve. She must keep an open mind. She may learn that another company service or product may be a better selection.

  • I asked Prospect X if she had a targeted profile in mind to test?
  • Would the monthly maintenance program solve problems for her customers?
  • Can you select a type of maintenance and match it to a customer profile?
  • Is monthly maintenance too much or too little?
  • Can you get the answers you need during discussions with a variety of customers?

Add your customer’s and prospect’s into a CRM.It'sOnlyCRM

Prospect X had a decent number of prospects in an Excel spreadsheet compiled by her staff. If your prospects are not in your CRM, start adding and categorizing them into your CRM.

Compare your prospects company information to your customer’s profile. Look for similarities in the prospects company offering with your customer profiles. Select a few of the questions you used with a present customer and compare the answers.

Summary.Branding

If you are like Prospect X, she had many satisfied customers, and one customer recently gave her a testimonial in a recent chat. Prospect X did not even think of using it. It’s an opportunity missed that can add to a company’s brand image and will attract more visitors. The point of this post is:

  1. Marketing is all inclusive for growing a business and advertising is a tactic of marketing.
  2. Just as every customer is different, a marketing strategy includes building customer profiles and use the tools of segmentation.
  3. Testing assumptions about prospects will lead you to the benefit to try your product or service.

A word of caution.

When I hear the word advertise I see someone who is willing to pay to spread their message to many. In reality, getting a typical response rate of 1% or less means, 99% could care less about the advertisement and ignore it. How much did it cost?

If you would like a better return from marketing, visit my website and follow the journey laid-out for small business marketing that works.

More reading for more doing.

Do you need more ideas on building customer profiles and segments? We have you covered in a recent post.

or read one of my favorites –

Use my 4 easy steps for better engagement with your customers and how to get a testimonial.

Maybe, just maybe, your customers will be happy to help! First, here is a multiple-choice question for you. How much time does it take your company to see results from your business marketing engagements? Click to read the rest of the story.

Want to learn more about us and how our approach to learning marketing services can work for you and your organization?

 Take our All Marketing Is Direct to Customer journey today.

Marketingeval_logoV3

Don’t procrastinate, eValuate.

At times, some of the smallest changes in your small biz marketing, have the greatest impact.

Need more information on direct and customer-centric marketing? Sign up today for our monthly email, All Marketing Is Direct. 

Or, grab a free copy of Direct Marketing Success today!

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© 2016 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.

 



Need a boost in sales?

SalesCycleWebHere’s A Simple Strategy for Complex Sales Cycles.

Some companies are lucky. They have a simple sales cycle and use a simple message. They send an offer. They get a response. They send another offer. They get another response.

The more complex your sales cycle – the longer your sales cycle – the higher the price tag on what your selling – and the more prospects need education before they are able to make a decision, the more you need to communicate.

This “more” relates to the quantity of quality messages you send throughout this lengthy sales cycle.

Choose to use the correct channels of communication.

Now, it’s important in this long sales cycle to understand that not all materials sent need to be heavily branded brochures mailed, dropped off in person or through MultiChannelcontinuous emails. Most companies probably know how great you and your company are after that first meeting.

In fact, you may be miles ahead to think in terms of ideas and inspiration you can send that are truly helpful to prospects and customers:

  • Send newsletters that educate.
  • Use content marketing that informs and helps prospects avoid common mistakes.
  • Send links of industry news which may relate to some or all contacts in your CRM.
  • Using case studies in complex sale cycles are still in high value today. Video is a channel that gets a lot of attention.

The key is to keep what you send relevant to improving the prospect’s future as well as customer’s who missed a purchase or two.

This builds rapport. This rapport leads to a professional relationship. This relationship leads to you becoming a trusted ally and resource. This relationship leads to a sale. It may also lead to a long term commitment of purchases.

Of course, this commitment to communication requires that you know who you’re messaging. This is why you use a CRM in the first place. Think: good data in, get good data out. No data in, means bad data out. It pays to work a CRM the correct way.

It'sOnlyCRMJust a drip here, there or everywhere.

In the golden days of direct marketing, the communication process was called drip mailing, emailing or just about any communication channel your customers prefer to receive communication. Back then we called it effective selling and marketing.

This process will label you as an expert. They identify you as being truly concerned about the well-being of your customers. And they set you apart from the competition.

Hopefully it was just the boost you were looking for.

Looking for information on the use of a CRM? Checkout this post.

Need some info on and ideas on a B2B database? Just a click away.

How can I help you? call-to-actionWebSway
Thanks for reading and please share. Any questions, use answerme@dmcm.net.

Want to learn more about us and how our approach to learning marketing services can work for you and your organization?

 Take our All Marketing Is Direct to Customer journey today.

Marketingeval_logoV3

Don’t procrastinate, eValuate.

 

At times, some of the smallest changes in your small biz marketing, have the greatest impact.

Need more information on direct and customer-centric marketing? Sign up today for our monthly email, All Marketing Is Direct. 

Or, grab a free copy of Direct Marketing Success today!

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DocTake4Web

© 2016 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.

 



The use of fear in direct marketing copy when used wisely…

I-have-onesuch as in a positive approach to fear, can help your small business gain more customers.

There was a time when the world of advertising cared only about the “features” a product had. The product came in four colors, three sizes, and two shapes. This was really all you needed to say.

Then some high-powered Madison Avenue advertising executive discovered the importance of translating features into “benefits.” Because it came in four colors, you could color-coordinate with everything in your wardrobe. Because it came into three sizes, one would be ideal for every kitchen countertop. Well you get the idea.

Don’t stop now!

ItsAllPriceBut wait there’s more. Next the greatest revelation of all surfaced within the world of direct marketing. The new corollary went like this: You needed more than features and you need more than benefits.

You needed an “offer” -– a compelling “reason” for people to call, to respond, to pick up your phone, to check out your website, to place an order online, to click on a QR code, and so on… and do it now!

And all of these messages were positive, geared to helping you see that you would and could look better, feel better, or feel safer.

Fear is a “distressing emotion.”

Today, when you need to get someone’s attention, you need to instill a generous amount of fear in your message. Fear is a distressing emotion whether the threat is real or assumed. It causes people to think, assume or conjecture. That’s because, in today’s digital world, without the fear there is no basis to change.WishingHoping

So you want to tell customers and prospects how bad things can be if they don’t take action now. For example:

While it is true that people buy a product because they want to look better, more often than not they buy it because they don’t want to look bad.

Similarly, people often buy a product because they want to feel better. But more often than not they buy it because they don’t want to feel bad.

And people often buy a product because they want to feel safe. But more often than not they buy it because they don’t want to be at risk.

While the headline in an advertisement may read “Look slimmer in days,” the results actually do improve when the headline is based on fear, and implies that “If you don’t buy this, you’ll look really bad, you’ll lose all your friends, and no one will like you!”

seepingWebDirect marketer’s menu of emotional appeals.

Direct marketing techniques are very useful to use in present marketing tactics. Ever wonder why someone didn’t make a purchase?

Buying decisions are not made though reasoning and logic, but through the lens of wants, needs, interests, joys, fears, hopes, expectations, and regrets. Beyond the basics of water, food, shelter, clothing, and warmth, virtually everything people buy is based on fulfilling an emotional desire. Once you touch people emotionally, reasoning and logic are used merely to confirm a buying decision.

Check out some of the emotional appeals such as specific wants direct marketers use in their copy.

How can I help you? call-to-actionWebSway
Thanks for reading and please share. Any questions, use answerme@dmcm.net.

Want to learn more about us and how our approach to learning marketing services can work for you and your organization?

 Take our All Marketing Is Direct to Customer journey today.

Marketingeval_logoV3

Don’t procrastinate, eValuate.

 

At times, some of the smallest changes in your small biz marketing, have the greatest impact.

Need more information on direct and customer-centric marketing? Sign up today for our monthly email, All Marketing Is Direct. 

Or, grab a free copy of Direct Marketing Success today!

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DocTake4Web

© 2016 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.

 



There is one type of writing, which is about as long as the Great China Wall…

and is a wall of the worst kind in direct marketing.TheWall_Web

Pink Floyd sang about the wall. There was the Berlin Wall separating the German people, East vs. West. Then there is the wall of all walls, the Great Wall of China.

Then there is the headline of this post: wordy. I did leave a bit of doubt for the reader, so I hope you at least made it to this paragraph.

When you begin your next direct marketing message or mail project, unknowingly to you, your copywriting can greet a reader like a wall – a wall of type, that is.

As a copywriter, you work very hard to get prospects/customers to open your envelope – open your email – read a blog post. The best-written sales letter in the world falls flat – the email subject line is too long or the copy in the subject line is bland and not inviting the reader in.

Any copywriting that is full of uninteresting pages of near-solid type font – single spaced, with no space between paragraphs, and small margins left, right, top, and bottom. It becomes a wall of the worst kind. In fact, that’s like climbing a wall.

This wall doesn’t look friendly and it’s hard to read.

When you tear down the wall – that is – when you add white space, chop your message into shorter and indented paragraphs with added circles, arrows, underlines, handwritten marginal notes, and highlights in color – readership increases.

The use of “dynamic visual paragraphing” moves the readers’ eyes to the highlights of your offer. It creates inherent visual interest. It speeds the reader along. It helps them get to the point. The readers see the key points of your promotion and offer.

The paragraph may look busy. Some may even think it’s hokey or undignified. But it’s truly effective as a paragraph.

Good copywriting, a potent skill in this digital landscape, can move your direct marketing message up the line toward conversion by the reader of the copy.

The Traveling Wilburys wrote a song where the walls came tumbling down, somewhere in New Jersey. And the lead singer, is related to a Wallflower. Reading musical lyrics can add to your copywriting skill. Check a few out and let me know what you think.

Also, check out the Purdue Online Writing Lab, the Owl, quick pointers to help you out during the next copywriting project in direct marketing.

How can I help you? call-to-actionWebSway
Thanks for reading and please share. Any questions, use answerme@dmcm.net.

Want to learn more about us and how our approach to learning marketing services can work for you and your organization?

 Take our All Marketing Is Direct to Customer journey today.

Need help? Just ask in the comment section or email answerme@dmcm.net.

Marketingeval_logoV3

Don’t procrastinate, eValuate.

 

At times, some of the smallest changes in your small biz marketing, have the greatest impact.

Need more information on direct and customer-centric marketing? Sign up today for our monthly email, All Marketing Is Direct. 

Or, grab a free copy of Direct Marketing Success today!

CoachingDMS LOGOV10

Orange-buttonWeb

DocTake4Web

© 2016 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.

 

 

 



How to Turn Your Website into a Customer Relationship Tool…

BidgTheWEBusing a few or all 25 ideas!

About fifteen years ago, having a business website was a big deal. It was also a complete waste of time since few people used the Internet for business matters.

About eight years ago, quite a few small businesses, had not even updated their website since, probably fifteen years ago.

Today, that’s all changed. Nearly everyone has a website. And it has become routine to use the Internet for e-mail, billing, ordering, blogging, sending readers to certain landing pages on their website and to give a quick response to a customer service issue.

ScreenShotBut many businesses still haven’t fully realized the power of their own website to interact with people. Many have little more than an electronic brochure with their company name and a few slim details about their products or services.

Just recently, a person said to me their website was a total waste of time. I asked how often do they update the site? I’ll say a blank stare given to me means never. But a website today can be far more. They are also much easier to update.

The recent comment mentioned above, led to an idea for this post. I took everything I could find from my archive on websites and behold, here are a few ideas to turn your website into a powerful customer relationship tool.

  • Offer product literature in a PDF using a simple request form to get a copy.
  • Turn your printed literature into easy-to-download PDFs for faster and wider dissemination.
  • Create a ready reference for product specifications, owner’s manuals, and parts lists on your website.
  • Use a video of current products and services. How to fix and repair a product keeps the home handyman happy and loves telling others.
  • Explain guidelines for ordering, payment, and returns in easy terms to understand. Using a visual is a good choice.
  • Create a customer service tool using social media to reduce phone calls and increase customer satisfaction.
  • Offer an email newsletter to keep people up-to-date with your services, growth, and product or service offerings. Depending on your business, start out on a monthly schedule, but keep checking email results.
  • Post back issues of your blog and newsletter for reference.
  • Post your annual report to save on printing and postage costs.
  • Post news releases and product announcements on social media with a lead back to your website.HTML
  • If you have frequent information updates, you should build another web page that always is updated and send each new announcement via email.
  • Post your customer testimonials. If a customer sends one to your company in writing, ask them if you can publish it on your website
  • Provide information about how your company was founded, its history, and behind-the-scenes information to increase your brand awareness and increase the comfort level purchasing from your organization.
  • If you have an interesting factory or plant, create a photo or video tour to show how your products are made.
  • Provide a list of capabilities. Obvious, but make it easy to find. WordPress has a great assembly of one page templates that make this easy and affordable.
  • Post names and photos of key personnel, including customer service representatives. Social media, such as Facebook, is another good tool to use.
  • Give a “swagger list” of completed projects that show off your skills and capabilities. This is another good idea for a company video.
  • Build credibility by posting favorable product reviews or customer testimonials.
  • Impress prospects and customers with testimonials, awards, and prizes won by your business or staff members.
  • Prove your competence and industry leadership with how-to articles and white papers. Especially important if your company is starting to write and distribute content.
  • Show the names and logos of well-known customers, but first get permission.
  • Offer “request for quotation” forms for immediate download or design a simple web page form that people can fill in and submit.
  • Provide an easy means for contacting your company with questions or feedback via all the latest communication channels. This could include branch sales offices, representatives, and distributors, if appropriate.
  • Sell your products online through a shopping cart system. Check on the competition to see what they are using for customers and prospects.
  • Sell replacement parts or accessories online.
  • Start posting a blog to make it easy to reach customers. Always show how your product or service can offer a solution for your customers. Today, saving time is high on everyone’s customer list and may require a separate web page to induce conversation in the comments section.

PhPToday’s digital marketing scene has changed a lot of buying and purchasing decisions. Don’t ignore what you are seeing in your industry. Check on your competitors, talk to industry leaders and never fear change until you determine its effect on your company.

How can I help you? call-to-actionWebSway
Thanks for reading and please share. Any questions, use answerme@dmcm.net.

Want to learn more about us and how our approach to learning marketing services can work for you and your organization?

 Take our All Marketing Is Direct to Customer journey today.

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Don’t procrastinate, eValuate.

 

At times, some of the smallest changes in your small biz marketing, has the greatest impact.

Need more information on direct and customer-centric marketing? Sign up today for our monthly email, All Marketing Is Direct. 

Or, grab a free copy of Direct Marketing Success today!

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© 2016 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.

 

 



Here’s How to Increase Action to Increase Response…

IntoPathFinalV2WebDocand keep your direct marketing on course!

The old cliché for real estate success was “location, location, location!”Compass_Web

Well, direct marketing success carries with it a similar formula: “frequency, frequency, frequency!”

More action means more response. And the quickest way to generate response from prospects is to send them one great offer after the next. And make it so impressive that they can’t wait to respond.

So what are the greatest stumbling blocks to “frequency, frequency, frequency?”

GettingTenseIndecision. Hesitancy. Procrastination.

Unfortunately, we often see small business owners and managers agonize over what to send and how to send to the point where they never send.

With the best intentions, they’ll gather a committee together to wrestle over mundane points. If one channel is mail, they’ll argue the paper stock. If another channel is email, they’ll argue typeface. They’ll argue the background color and even the subject line. And on and on. And all this happens before they tackle the most critical elements: the ideal list of contacts, compelling offer, and gripping headlines!

The quickest road to direct marketing success that we know is to keep it simple and keep sending a message. Concentrate on a great offer supported by clean, crisp graphics.

TheEndMonkeyYes, it really can be that simple!

Certainly there are times – such as the launching of a new product or facing off with a tough competitor – when the creative struggle is necessary and worthwhile.

But we would hazard to guess that a large portion of your message could be and should be more frequent, simple and straightforward.

Remember that if you don’t have a steady consistent messaging campaign, using multi-channels to extend your reach, your results will be sporadic, at best. And if you second-guess yourself to the point of inaction, you always get the same, predictable results – nothing!

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Thanks for reading and please share. Any questions, use answerme@dmcm.net.

Want to learn more about us and how our approach to learning marketing services can work for you and your organization?

 Take our All Marketing Is Direct to Customer journey today.

Need help? Just ask in the comment section or email answerme@dmcm.net.

Marketingeval_logoV3

Don’t procrastinate, eValuate.

 

At times, some of the smallest changes in your small biz marketing, has the greatest impact.

Need more information on direct and customer-centric marketing? Sign up today for our monthly email, All Marketing Is Direct. 

Or, grab a free copy of Direct Marketing Success today!

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© 2016 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.

 

 



When looking for a graphic design concept, remember this old rule…

GraphicChoose one and only one!

With all the personal computers, tablets, smart phones, apps including design and graphics, everyone has an opportunity to become a graphic and digital designer literally overnight.

For example, anyone can visit a royalty free photo site, pick up a copy of Photoshop, check out some nice typestyles on their computer, PC or Apple and even select a Google Font or two, CreativityWeband design away. Easy to acquire. Now comes the hard part.

Wait a minute. This can’t be right.

The above is truer today than ever before. The ease of accessibility of design elements often brings with it the temptation to use everything available. Yes, even the kitchen sink.

Yielding to this temptation is okay, as long as you do not try to use it all on one direct marketing channel. When desktop publishing was all the rage in the mid-nineties, our graphic designer adhered to a very simple, effective design strategy called “Choose one!”

  • Choose one typeface style for your headlines.
  • Choose one typeface style for your body copy.
  • Choose one style of border.
  • Choose one thickness of line for boxes or rules.
  • Choose one style of art, photographs or graphics.

Then stick with what you chose.

Check out this type style example from the archives.

BrandingIf you decide to use Garamond for your headline, stick with Garamond for all your headlines and subheads. Use Garamond Extra Bold for the main headline. Garamond Bold Italic for call outs and Garamond Medium in all caps for headlines.

Then keep all your main headlines in the same type size. Do the same for your bold italic callouts. Always remain consistent and avoid the temptation to try different design elements.

If you have questions on font selection, take into account the intended audience, your own brand identity and the surrounding color and design.

So, unless your document will be read only in print or on a PDF, keep it simple and only use widely available fonts.

Many of the best designers are simply the best because they show restraint and discipline by adhering to this principle.

The beauty of this tip from the past is that it is so simple. Try it the next time you design something for a direct marketing or mail offering on your own and see how it gives you a more professional look. Your response from the mailer may reach new highs as well.Printing

How can I help you? call-to-actionWebSway
Thanks for reading and please share. Any questions, use answerme@dmcm.net.

Want to learn more about us and how our approach to learning marketing services can work for you and your organization?

 Take our All Marketing Is Direct to Customer journey today.

Need help? Just ask in the comment section or email answerme@dmcm.net.

Marketingeval_logoV3

Don’t procrastinate, eValuate.

 

At times, some of the smallest changes in your small biz marketing, has the greatest impact.

Need more information on direct and customer-centric marketing? Sign up today for our monthly email, All Marketing Is Direct. 

Or, grab a free copy of Direct Marketing Success today!

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© 2016 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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