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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

    

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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 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

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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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Time Flies When You’re Having Fun…

but, save some time each day to learn something new.

Yes, it is a better idea if you try it out on a “typical” business day.

On August 7 of this year, I completed 33 years, as a small business owner and an entrepreneur. Throughout the years, I have enjoyed learning and sharing my experience with others.

However, if I had to pick one impression that made these 33 years happen, it was my ability to embrace change. Whether change is good or not so good, it always happens in life, personal or business.

Here are a few ideas that will help you to find a better way to see an opportunity in conjunction with the word change.

  1. Halloween is every day. Your customers get treats and offers to help build a stronger relationship.
  2. Prospects are potential customers which require stronger messages to gain their attention.
  3. Thinking creatively will help you to gain trust and obtain more customer information.
  4. Better customer data leads to better relevant communications.
  5. Using a Direct-2-Customer marketing model increases the likelihood of a two-way conversation with more prospects and customers.
  6. Create a great opening line for face-to-face networking and in your direct marketing toolset. This leads to a stronger awareness with your contacts.
  7. Do you follow a customer’s journey? Make sure you trace their path using your data and analytics.
  8. Customer-centric marketing strategies remind you to learn more about your contacts.
  9. Your call-to-actions need to attract your contacts and teach them to say yes.
  10. The copywriting of your direct marketing message can always be better.
  11. Did I say you can never have too much prospect and customer data?
  12. A CRM is not only for the big corporations.
  13. Learn and use analytics every single day.
  14. Send your marketing message’s direct to customer.
  15. Your response rate will hit double-digits.
  16. Increasing customer conversations, such as in customer service, will increase data collecting for additional personalization and more conversions.
  17. Customer Segmentation and Targeting is one of the best ways to use with personalization and data analytics.

I hope you find a nugget or two from my “short” list. Soon, I’ll have my blog posts, email newsletters articles, articles from Direct Marketing Success, Direct Mail Success, and the On-Target newsletter, put to rest in 2008, special reports, and case studies in our own Library of Direct Marketing.

So, if you desire to learn something new every day, and use it in your goal of attracting more customers, the Library of Direct Marketing is being built just for you.

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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Have you ever wondered what the person looked like when speaking to them on the phone?

Today it is extremely easy to find out.

However, does that affect your copywriting?

Stay with me now. Do you realize that most companies are not even sure what there customers are like?
Or, what they want or what they need?
Yes, they could find out. Instead they keep guessing and using disruptive advertising.
Not sure? Think about it. Look around.
Now, let’s get back to reality.

Before you put pen to paper or fingers to the keyboard, an interesting copywriting strategy is to put a face on your prospect. In other words, “picture” your prospects and customers.

You can do this in two ways. First, you can look at your prospects and customers statistically. From your CRM of existing customers, you can determine your “average” customers based on age, income, geography, profession, home ownership, credit standing, hobbies and so on.

Yes, it works well in B2B.

In the B2B market, the average customer might be based on industry type, geography, product classification, contact people, purchasing, in products or services, a person to contact, size of company in revenue, employees, purchase history and so on.

The more precise you are in developing this statistical picture, the more you can speak to them at a level they can understand and relate to.

This doesn’t mean writing at an eight-grade level. It means speaking to them about those things in their lives that really matter to them – benefits you offer that can enhance and improve their lives.

Is there an average consumer?

The second way to put a face on your average consumer is with an actual photograph. It sounds a little bizarre, but think about it. When it comes to direct marketing communication, there’s a tendency to talk to the masses. It is the “I” (the writer) speaking to “all of you out there in direct marketing land.”

Direct marketing mail is one of the most intimate of all communication channels. One on one and one at a time, your readers are holding your message 18 inches from their noses. That’s a lot closer than television, radio or billboards can ever get. Others, such as newspapers or magazines for instance, you must first find the message. Or in emails case, the message may be sucked in by the spam master.

So, as you write, hang a photo of a typical prospect or customer near your computer screen. Look at the photograph often. Write to that specific, individual person only. Block out the rest of the world and become that consumer or buyer.

Another tool to limit mistakes.

The process of “becoming” the consumer or the “buyer,” helps you avoid obvious mistakes. It helps you determine if your copy is clear, believable, motivating, and captivating. It also helps you to see if your copy dramatizes key benefits that are strong enough to inspire that customer to say ‘Yes!”

Now, we know it’s not as difficult to get photos or videos for that matter with the variety of social media channels at a click of our mouse. You may even find the one customer that represents all others in one of your CRM’s “targeted customer profiles.” In addition, using B2B as an example, if your customer has a LinkedIn profile page, your copy may become more relevant to the type of buyer you are trying to reach. The options are too numerous not to have targeted profiles of the buyers in your CRM and your mind, as well.

The key is to make eye contact with your average reader as you write. It will improve your copywriting. And it will improve your results.

Reprinted from Direct Mail Success. Winter, 2004. Updated to reflect the emergence of social media and digital marketing.

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: @Hasloo_38643865 web_Woman. Keport_79351914_a button of a business man.

© 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 Emotion to Boost Direct Marketing, Direct Mail Response and Landing Page visitors…

even when you positively need a great sales program to save your job.

If you’re like most people, you have a lot on your mind today. You’re thinking about a presentation you’re giving tomorrow, wondering how you’re going to pay for your daughter’s wedding, or maybe pondering whether to buy that new car you have your eye on.

People are preoccupied with their own thoughts. These thoughts are filled with emotion and linked to our inner wants, needs, interests, joys, fears, hopes, expectations, and regrets.

How do you get a reader’s attention?

This constant emotional stream forms a barrier between the mind and the outside world. You can’t cross this barrier with logic or reason. Any message unrelated to the emotional inner world of a person is ignored. The only way to get someone’s attention and capture his or her interest is to deliver an “emotional appeal.”

To illustrate, let’s look at a real event. Some years ago, in a small Texas town, local police were battling with speeders. They put up signs that read, “Speed Limit 20 mph.” Everyone driving through town could see the signs and understand what they meant. But drivers just weren’t getting the message, and the speeding continued.

Then someone suggested making one small change. Police replaced the old signs with new ones which read, “20 mph or $19.90.” It worked. Soon, police reported that drivers were slowing down as they entered the town.

Why? Because those Texas drivers were so preoccupied with their own thoughts and feelings, the speed limit message couldn’t break though. Only with the emotional appeal of being fined and losing money did anyone pay attention. It works the same with direct marketing and even on a landing page.

First, let’s look at direct mail.

People sort their mail quickly and ruthlessly. Any mailer that isn’t directly relevant to a person’s emotional life gets tossed. For example, a mailer that merely announces the opening of a bank has no emotional appeal, so it’s ignored.

But a mailer that offers a comparison of mortgage rates of all local banks with the headline “Confused about where to find the best mortgage rates?” breaks through because it addresses the fear of making a bad financial decision.

Don’t just sell a weight loss program, sell a way to be happier and have more energy. Instead of announcing a seminar, invite people to be part of an exclusive group of executives. Rather than bragging about your menu, show how popular and fun your restaurant is.

Even the landing page people first access to enter your website.

Your website is an important tactical tool to tell the world what your company is all about. Once there, you’d better have your emotional appeal ready, because in a few seconds the visitor is gone. Acme Direct hits the nail on the head by using a headline on their landing page:

“Helping you achieve the best time in your next marathon when using our brand-new running socks built with nanotechnology.”

You got the readers attention so, make sure you educate them on your new technology, inform them how to try a pair and deliver value with a money-back guarantee if not completely satisfied.

Most purchases people make today are discretionary. They’re not required, but wanted on some deep emotional level. Injecting emotion into your message will help you speak to that inner self where buying decisions are really made.

Summary

Make your order form with “multiple offers” to appeal to your customer. “Buy two pairs today and get a third pair on us. Did We say free shipping?”

Don’t get greedy. If the offer is not relevant, you may lose an order. When in doubt, test!

Thanks for reading. Any questions please post them below.

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Here’s a FREE ONE HOUR OFFER of an MCG-eVal. Visit our Web Site, enter your name and email address and in the message box, tell me why you want a FREE ONE HOUR MCG-eVal.

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Teaching and Coaching – It’s what I do.

Want to learn more about direct2customer marketing and how it can add customers to your QuickBooks?

 

 

Searching for growth? Do you find yourself going in circles? Then quick rowing! There are over 325 posts on #SmallBiz marketing. All educational and informative. See for your self.

Check out are marketing evaluation program specifically designed for a small business.

It’s like having another oar! Better yet, more profit!!!

We’ll examine your present marketing, learn your goals and aspirations, and prepare a detailed report for your company based on your information.  Check it out today!

The BEST to your DIRECT MARKETING SUCCESS!!!

Mike Deuerling. aka: MarketingDoc

 

Don’t procrastinate, eValuate.

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

 

 

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Thanks for reading. Any questions please post them below.

© 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 Reach A Qualified Target Audience…

and motivate them to seek you out!

The first rule of Direct2Customer direct marketing is to get more… leads… prospects… relationships… engagement and customers.

To attract more of the right kind of business, you want to put the right bait in front of the right people at the right time.

Frequency-based marketing is the right tool for the money loving person who wants more $$$. And you?

For example, there are three principles of direct marketing that work hard for you and your company objectives for growth. They are perfect for you to use to grow and maintain your small business.

Here are the fundamental principles of direct marketing that work so well: 

Principle #1 –– Frequency

Principle #2 –– Reaching a qualified target audience

Principle #3 –– Offers that motivate and inspire action

The world of direct marketing has changed dramatically within the last ten years. The companies that depend on direct marketing face monumental challenges.

Business is tougher than ever.

Competition is stiffer.

Loyal clients are harder to find.

In fact, while you’re busy dealing with day-to-day business activities and (to use a fishing analogy) not watching the bobber, some competitor could be looking aggressively at your pond… and marketing vigorously to your clients… to lure them away from you!

The obvious solution is to do a lot of fishing… fishing for new business… to take an active, aggressive marketing and prospecting posture today and every day… and to utilize and deploy a proven combination of prospecting, marketing, and selling tools… each designed to deliver a significant return on your prospecting investment!

To accomplish this, you need to apply the three principles of direct marketing:

Put the right bait (the right offers) in the right place (in front of your best-qualified prospects) at the right time (frequently, so that buyers think about you when it suddenly becomes their agenda to act or make a change).

That’s what a frequency-based prospecting program is all about… reaching a qualified target audience… and putting messages and offers in their hands that are relevant to them… and that motivates them to seek you out!

Next Week: The Four Powerful Channels

Here’s a FREE ONE HOUR OFFER of an MCG-eVal. Visit our Web Site, enter your name and email address and in the message box, tell me why you want a FREE ONE HOUR MCG-eVal.

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

Teaching and Coaching – It’s what I do.

Want to learn more about direct2customer marketing and how it can add customers to your QuickBooks?

 

 

Searching for growing? Do you find yourself going in circles? Then quick rowing!

Check out are marketing evaluation program specifically designed for a small business.

It’s like having another oar! Better yet, more profit!!!

We’ll examine your present marketing, learn your goals and aspirations, and prepare a detailed report for your company based on your information.  Check it out today!

Thanks for reading.

Mike Deuerling. aka: MarketingDoc

 

Don’t procrastinate, eValuate.

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

 

 

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

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© 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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Four Simple Steps to Sharpen Your Proofing Skills…

and keep your good reputation intact.

Your attention is to produce, print on paper and in digital, and publish absolute perfection. You’ve assembled a thought-provoking newsletter, maybe a sales letter, a clever infographic, or a great-looking white paper for content marketing at a trade show within the next month.

You’ve personally read it through a dozen times – just to be sure of your accuracy. And everyone in the office has read it at least once. So, you know it must be right.

But when your 5,000 copies come back from the printer, and you pull out your first piece from the carton, there it is. The headline at the top – the one you were so proud of: “HERE’S YOU FINAL CHANCE TO GET OUR NEW PRODUCT WITH FREE INSTALLATION!”

How could you have missed it? Just one letter, “R.” But it makes all the difference between ridicule and respect.

Mistakes, no matter how small, can soil your reputation.

The truth is, whenever you put anything in print or digital, your reputation is on the line. Not just errors involving pricing and numbers, but mistakes anywhere in your document or website, can have a negative effect on your bottom line – and your success.

“I used a spellchecker,” you say. So, I know it’s got to be perfect!” But, oh how wrong you are.

Sure, a spellchecker catches blatant spelling errors. But what about the time you typed form when you meant from? Or (as noted in our headline example) when you typed you when you meant your? The instead of theyOf instead of off?

So, start sharpening your proofreading skillset. Your computer just doesn’t know what your fingers forgot. It doesn’t know that you’ve typed the date of your next fundraising banquet as happening in Mar when you meant to type May.

And if you forgot to include the actual date or time of the event, or that all important phone number, your computer isn’t going to remind you (Yet)! Phone numbers, dates, times – no matter how much memory your computer has, it just can’t comprehend these kinds of misprints.

When you keep these four simple proofreading guidelines in mind, you’re on your way to producing perfect documents – every time.

Here are four simple steps to refine your proofreading.

  1. Give up your ego. NEVER assume you’ve caught everything. You haven’t. You’re too close to it. And everyone makes mistakes. Be willing to admit there may be some blunders in your final draft, or printer’s proof. Take criticism with grace. Realize that others comments, even if you disagree, will contribute valuable feedback that will eventually improve the overall quality of your work and save you embarrassment as well as the possible cost of re-printing.
  2. Image is everything. In the end when you put forth your best possible professional image, you will instill greater confidence in anyone who reads what you’ve written. The better the impression you make, the more you’ll appear to your audience, and the more success you’ll garner from your endeavor.
  3. Do it just one more time! In other words, double proof, triple proof, proof again… and proof one last time. In addition to someone who works with you, always try to have someone else proofread for you – someone has never read your document before and preferably someone who knows nothing about it. The idea is to get someone who can look at what you’ve written with a fresh, objective eye.
  4. Finally, neatness counts! As you proofread, you need to communicate the errors, omissions, and problems you discover. Use a good, thin, red pen or a sharp red pencil. Do not use a regular pencil, or a blue or black pen. They’re extremely difficult to see and read.

Be as utterly neat as you possibly can. Use sticky notes if they make things easier to follow. Be thoroughly clear and concise with any comments or queries.

Summary

Learn the standard Proofreaders’ Marks at Grammarly or do your own search. Mark changes in the margins as well as the text, so that the typist’s eyes are easily alerted.

Another how-to guide using direct marketing and mail for a #SmallBiz success during 2017. Sign up for more #SmallBiz success to receive our monthly email newsletter now!

Teaching and Coaching – It’s what I do.

Want to learn more about direct2customer marketing and how it can add customers to your QuickBooks?

I call this learning experience, “All Marketing is Direct to your Consumers.” I present my marketing methodology that I have used over my career. On the landing page, there is a (1)short, (2)medium and (3)large journey to take. There are many examples, ideas and techniques of the direct marketing to aide in your learning. To feel the full impact of this marketing methodology, take each journey in order. Start now by clicking on the Admit, Journey One. Then send me an email or call (800-251-3608) with your questions. Be sure to ask how to get your present marketing evaluated for free!

Check out are marketing evaluation program specifically designed for a small business.

Reach out now. New lower priced offers!

We’ll examine your present marketing, learn your goals and aspirations, and prepare a detailed report for your company based on your information.  Check it out today!

Thanks for reading. I hope to see you on a journey.

Mike Deuerling. aka: MarketingDoc

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Don’t procrastinate, eValuate.

At times, some of the smallest changes in your small biz marketing, have the greatest impact.  New year, new lower mcg-eVal rates.

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© 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 sharpen your copywriting…

and learn how direct marketers elaborate using the most important (fill in the blank) _____________.

The Hall of Fame of Great Sales Letters is filled with examples of effective sales letters – the pivotal component of almost every direct marketing and mail program. They also work well with email, websites, landing pages, digital marketing, and social media.

So, what can we gain by studying these great sales letters of all time?

Let’s see what they have in common.

Some of the best writers believe in setting the stage with a slow build up or by developing a logical argument and rationale.

However, the top-prize winners in the Hall of Fame almost always promise the most important benefit or payoff in the headline, opening sentence or first paragraph. This states exactly the offer and what the reader can gain from it. Think about it. It’s hard to go wrong by leading with your strongest and most important reader benefit.

Immediately following the opening paragraph, the Hall of Fame letter experts expand on the most important benefit expressed in the opening. This is critical. After all, a great opening need to be supported. So, these letters or any other marketing message, elaborate on the most important benefit before moving on to lessor claims.

Then, the experts tell their readers exactly what they are going to get. No questions are left unanswered. In fact, the copywriting that doesn’t make it to the Hall of Fame lack specifics on basic features – size, color, weight, sales term, and so on.

The copywriting experts always back their claims.

Hall of Fame copywriters understand that today’s prospects are inundated with messages and skeptical about advertising. So, these copywriters back their own statements with third party testimonials or in a list of satisfied customers. When they do, everything they say about the validity of their offer becomes more believable.

Next, they address the issues of fear and lack. The writers tell their readers what they stand to lose if they don’t act now. Think about it. People don’t like to be left out. They don’t like to worry, so the Hall of Fame writers incorporate an understanding of the powerful influence of this human trait.

Before closing their copy, the experts summarize the primary benefits from their opening lines. The stronger the benefits, the more they know they can persuade a reader to respond and say. “Yes.”

Keep stirring the action.

Finally, the Hall of Fame writers strive to kick up the action – to obtain a nearly instantaneous response. Experience writers, mailers and direct marketers know that once a letter is set aside for later consideration, they’re out of luck. The window of opportunity is closed. So, the experts always wind up with a call for action now – and a logical reason for their recipients to act immediately.

In this article, we talked about Hall of Fame writers and sales letters. Good copywriting is the key for convincing people to buy your product. Today, we have more channels of communication to reach more people. In the era of digital marketing we now reside in, good copy and using the techniques of direct marketing presented in this post, can win over a customer.

Summary

The fill in the blank answer is your product and service benefits. Today, you are learning more about your customers. The customer data collected may be full of surprises, but none are better than a satisfied customer.

Another how-to guide using direct marketing and mail for a #SmallBiz success during 2017. Start collecting them now!

Teaching and Coaching – It’s what I do.

DocTake4WebWant to learn more about direct and customer-centric marketing strategies and how it can add customers to your QuickBooks?

I call this learning experience, “All Marketing is Direct to your Consumers.” I present my marketing methodology that I have used over my career. On the landing page, there is a (1)short, (2)medium and (3)large journey to take. There are many examples, ideas and techniques of the direct marketing to aide in your learning. To feel the full impact of this cta-learn-moremarketing methodology, take each journey in order. Start now by clicking on the Admit, Journey One. Then send me an email or call (800-251-3608) with your questions. Be sure to ask how to get your present marketing evaluated for free!

Check out are marketing evaluation program specifically designed for a small business.

Reach out now. New lower priced offers!

We’ll examine your present marketing, learn your goals and aspirations, and prepare a detailed report for your company based on your information.  Check it out today!

Thanks for reading. I hope to see you on a journey.

Mike Deuerling. aka: MarketingDoc

Marketingeval_logoV3

Don’t procrastinate, eValuate.

At times, some of the smallest changes in your small biz marketing, have the greatest impact.  New year, new lower mcg-eVal rates.

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

click-free-zoneOur data policy: Short meaning. Any data shared with us, stays with us. Complete Privacy Statement

 

Deposit Photo © yellomello

© 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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Here’s Another Reason How A #SmallBiz can Kick-Butt with Direct 2 Customer Marketing…

and totally focus on customer need and wants.

Our latest guide has what you need to succeed.   

I read somewhere earlier this week that people fear marketing. Not what they receive, but there is fear in creating a marketing program. I’m not sure if fear is the right word.

Dilbert is well known for his love of marketers like most people enjoy a toothache. Maybe that was not a good example since Dilbert is a comic strip. But the creator, Scott Adams, is right on with his marketing criticism.

Here’s a big picture remedy.

I was taught that a definition of marketing is composed of the four P’s – Product, Place, Price, and Promotion. Today, this is a wide brush explanation of marketing, but the word FEAR is not present in the four P’s. Here is a list of the four P’s as I remember them:

  1. Product – brand name, services, packaging and warranties.
  2. Place – distribution, channel and physical.
  3. Price – compared to similar products and services.
  4. Promotion – Advertising, personal selling (sales), public relations, branding, and packaging.

Which P is the one every person fears at one point in their business life? If you said promotion, you are correct.

Now, let’s look at each tactic of marketing promotion and see if we encounter FEAR. Promotion is comprised of 1) communication, to and from, and 2) many uncontrollable variables. No matter how you mix up theses four P’s, the customer is in control of the buying opportunity. Failure to see that, creates fear. So, does creating a promotional campaign.

Why fear.

Direct marketing techniques and knowing what customers like, are very useful to have in today’s marketing tactics of promotion. Ever wonder why someone didn’t make a purchase? Here’s how a direct marketer thinks.

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.

So, what are the specific wants people do have? To start with, people want to acquire things they don’t have enough of. That certainly can be a good reason, and depending on the product or service there’s that 4-letter word again: FEAR!

There are many more in this article located on our website, “The direct marketer’s menu of 49 Emotional appeals… and how to use them!”

The art of marketing.

Since marketing and advertising is an art and not a science, there are more ways to fail. When someone reads your advertisement, the copywriting must attract their attention.

The copywriter hands off the copy to the designer. The designer must remind the readers that they started reading the clever copy and is now mulling it over. “Then BAM” the designer hits pay dirt with a very clever design.

The knockout blow was the created offer from copy and design! The offer was too good to pass up. To a marketer, the advertisement was a success to some, but not all.

Experts who track these marketing and advertising methods remind us, on average the reader of your message gives it about eight seconds. The answer is a yes, no or maybe.

Today’s technology is giving marketers a multitude of ways of tracking, analytics to learn more each time a customer responds and a slew of channels to reach their intended audience. You can never have too much data, but you need a data detective to work the data and offer marketing a few new ideas.

Customer-centric marketing.

Customer-centric is about as close to a science you can get to in marketing. Talking with customers, using surveys, measuring customer satisfaction, learning spending patterns and even face-to-face interviews are at the forefront of marketing success.

Bigger vs littler?

Last week I wrote about the fortune 500 companies really starting to like digital marketing. Slinging their advertisements over the worldwide web, they hope something sticks.

SmallBiz cannot afford Big Company’s budget for marketing and advertising. Plus, slinging never works well within a #SmallBiz.

If you are a #SmallBiz, direct 2 customer marketing is a great choice. Combining direct and customer-centric marketing strategies is a great advantage. The more people in your company involved in marketing, the fear factor diminishes and the result is knowing more about customers and prospects.

And that is a good thing.

Teaching and Coaching – It’s what I do.

DocTake4WebWant to learn more about direct and customer-centric marketing strategies and how it can add customers to your QuickBooks?

I call this learning experience, “All Marketing is Direct to your Consumers.” I present my marketing methodology that I have used over my career. On the landing page, there is a (1)short, (2)medium and (3)large journey to take. There are many examples, ideas and techniques of the direct marketing to aide in your learning. To feel the full impact of this cta-learn-moremarketing methodology, take each journey in order. Start now by clicking on the Admit, Journey One. Then send me an email or call (800-251-3608) with your questions. Be sure to ask how to get your present marketing evaluated for free!

Check out are marketing evaluation program specifically designed for a small business.

Reach out now. New lower priced offers!

We’ll examine your present marketing, learn your goals and aspirations, and prepare a detailed report for your company based on your information.  Check it out today!

Thanks for reading. I hope to see you on a journey.

Mike Deuerling. aka: MarketingDoc

Marketingeval_logoV3

Don’t procrastinate, eValuate.

At times, some of the smallest changes in your small biz marketing, have the greatest impact.  New year, new lower mcg-eVal rates.

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

click-free-zoneOur data policy: Short meaning. Any data shared with us, stays with us. Complete Privacy Statement

© 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 Create A Great Opening Line…

openingline_webfrom networking to your direct marketing toolset.

Let’s say you’re at a business or social networking event. You are confident in finding people to meet. Suddenly, out of the corner of your eye, you see a couple talking. Not just talking but using body language, quick hand gestures, while pointing to something on a nearby easel.

You decide to check out the action and hopefully there are interesting enough to engage with. Always on the lookout for engaging with people, it’s the little things people say or do, that opens a door for you to meet prospects.

What’s a good opening line?customer-set

Networking events have changed over time and even today, business people are looking for sources to help them and their business grow. At a typical networking event, you’ll meet people for business leads, funding, investors or referrals, just about anyone who’ll fit your reason for attending the event. You need a good opening line.

The same is true with direct marketing. In fact, you need two. The first one helps you make eye contact – to attract attention. The second one delivers your payoff – that is, the benefit your prospect receives.

So, think of your headline as having two parts. There’s the “what it is” part and the “how it benefits” part.

Here’s a good example.

Our amazing wealth-builder system helps you gain complete financial freedom overnight.

First you’ve told your readers that you have a system – a solution, answer, or idea. And you’ve told them what it’s going to do for them – the payoff. In this case, it’s financial freedom.

While you’re at it, you also need a good closing line.

“Would you like to meet at your office next week on Wednesday or at our office on Thursday?”

CTAIn your direct marketing copy, your closing line needs to be a dynamic call-to-action. It needs to let your readers know exactly what you want them to do (to order, call or respond).

And it needs to let them know when you want them to do it – now. There is no better time than now, is there?

Elementary, yes. But elementary is often overlooked. Sometimes the smallest change you make in business networking or in using your direct marketing tactics, can yield many results, long and short term included.

quadataccm4by4smlToday’s small business marketing environment is ideal.

First, advertising is a tactic of marketing. Everything marketing starts and ends with your customers. You need to listen to them and respond to them. Customers are willing to share their thoughts about your products.

If you believe that this is the “age of the customer,” then it’s the perfect time for you to behave like a customer you would love to have as a customer. So, ask them!

As a marketer, the purest, most simple goal you should have is to get a potential customer to receive your marketing message, read the message and make a purchase. Direct marketing’s PROVEN strategy and tactical tools were developed for getting customers to respond to your message.

There are many advertising tactical tools available for any small business.

To get a better understanding of a customer-centric marketing strategy follow the link for Trait Number One and a tab away from Trait Number Two and Number Three.

In summary…

Knowing what type of marketing works well today is not a guarantee for tomorrow. However, when you stay true to your commitment on gaining a better understanding of your customer’s needs and wants, you’ll always know when a change is in the wind and how to react to it.

Check out a recent post about another view of direct marketing.

“How to use direct and digital marketing to reach a more attentive audience that will buy your products.” 

Learning and Coaching – It’s what I do.click-free-zone

DocTake4WebWant to learn more about direct and customer-centric marketing strategies and how it can add customers to your QuickBooks?

I call this learning experience, “All Marketing is Direct to your Consumers.” I present my marketing methodology that I have used over my career. On the landing page, there is a (1)short, (2)medium and (3)large journey to take. There are many examples, ideas and techniques of the direct marketing to aide in your learning.

Check out are marketing evaluation program specifically designed for a small business.

We’ll examine your present marketing, learn your goals and aspirations, and prepare a marketing plan for your company based on your information. There is a special introductory price for our Marketing mcg e-Valuation. Check it out today!

Thanks for reading. I hope to see you on a journey. Mike Deuerling. aka: MarketingDoc

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.

Our data policy: Short meaning. Any data shared with us, stays with us. Complete Privacy Statement

© 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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