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Direct mail

How an envelope creates a first impression for your promotion…

the same way clothes create a first impression for you.

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

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

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

Give your envelopes the respect they deserve!

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

There are five basic types of mail:

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

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

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

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

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

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

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

The success of your mailing depends on it.

Let me know what you think.

Need more Direct Marketing Success?

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

Thanks for reading. Any questions please post them below.

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

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

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

The BEST for your DIRECT MARKETING SUCCESS!!!

Mike Deuerling
aka: MarketingDoc

800.251.3608 / MD@DMCM.net

    

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

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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, Stencil or John Deuerling.

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How to Use Story Telling Within a Brochure and…

other channels to enhance the impact.

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

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

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

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

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

Three more ideas on brochures and sales letters:

How to write the perfect sales letter…

5 Ideas to Increase Engagement Using Landing Pages With Direct Marketing

Visuals attract and make the reader pause…

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

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

Thanks for reading. Any questions please post them below.

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

Teaching and Coaching – It’s what I do.

 

 The BEST for your DIRECT MARKETING SUCCESS!!!

Mike Deuerling

aka: MarketingDoc
800.251.3608 / MD@DMCM.net

    

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

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

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How to Get Customer and Prospect Feedback…

and how to use it as a marketing advantage!

For many, feedback is detrimental – a negative, unplanned disturbance. It’s that dreadful, high-pitched squeal from the public-address system that sometime occurs when the speaker at the podium first opens his or her mouth to say, “Good morning.”

In business, there’s another form of feedback. This is the response you obtain from customers and prospects. It’s what tells you how well your company is doing.

Naturally, the very best feedback you can get is a sale – cash in your bank account.

The second-best feedback is to have a customer or prospect  – really talk to you and tell you what they think, good and bad.

In the world of the most preeminent companies, those that invite feedback – and use it to improve – continue to outperform those who don’t.

Not only do these better companies seek honest evaluations about their performances, they put to work what they learn – sharing vital information with sales, marketing, customer service, and the product development department.

These forward-thinking companies that ask more than just, “How are we doing,” are rewarded with information that frequently improves their futures dramatically. Unfortunately, there are so many questionnaires and surveys floating around that responses can be slim. So, get creative, get bold. Or, get on the phone and talk to people one at a time – and listen, listen, listen!

Your canned questions are fine. But use them as thought starters. Let customers talk to you and tell you, in their own words, what they see, hear and feel.

Check within the first 30 days. Then check again in six months. Accumulate as much information as you can. Use all the information you accumulate. It takes the guesswork out of your direct marketing campaigns.

Look at what other companies are doing.

For example, the healthcare industry is buying in to Value-based Care Models. Value-based care models are highly attractive to healthcare providers and executives because they hold the promise of increasing quality and reducing the cost of care. Navigating the transformation to value-based care requires a robust set of data from across the healthcare network.

In order to become a useful tool, data must be transformed into information that can help drive strategic direct marketing programs and financial decisions.

To minimize manual data collection and conserve resources, a #SmallBiz should focus on metrics with readily available data.

In today’s direct and digital marketing, data can be relied upon to capture information needed to drive decisions. The idea of having a good marketing automation tool to capture more data at a reasonably price is a worthwhile investment. Companies are using cloud based marketing automation systems to get more data that drive many companies marketing. Some can give you a free 30-day introduction to the system. When you feel comfortable with a system, there is a monthly or yearly fee available to work within your budget.

Summary

When you summarize feedback in the form of charts, graphs, or simple to understand language, you’ll always know the score. You know if you’re winning or losing – and to what degree.

The basic corollary of direct marketing mail is that every time you use the mail channel, you need to learn something. If you are not learning, you’ll keep repeating the same mistakes. You learn by data. You learn by listening. You learn by reading this blog.

The articles in this 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 and enter your name, email address and company.

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 to 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: @ ChocoStar

© 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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Can You Survive The Battle of Low Price?

Low price has always been a strong motivator.

In today’s world, unfortunately, there always seem to be someone with a lower price. But the fact remains that there’s just so low you can go.

Oh, you have several choices. You either join the battle of lowering prices (no one ever wins this battle) or you can add more value to what you are selling – to help your customers see beyond the price tag.

Instead of jumping onto the nickel-and-dime battle, take a serious look at ways you can justify holding your price – or even increasing your price. Do this by adding value, by giving more, by educating and by becoming indispensable as a resource or provider of products or services!

Sure, no matter what you do, some people will only buy on low price. You won’t change them.

But others can be pulled gently away from seeing only the price. That can be taught to appreciate the extra value you bring to the table. When you add free delivery, a free checkup, a free extended warranty, a gift, free gift wrapping, free training, a 30-day money back guarantee, you start to demonstrate real value that enhances your customers’ lives.

One of the greatest values is to provide education. This shows your prospects and customers you take responsibility for them and their well-being. Sure, there are shoppers who may pick your brain, mistreat you, and then go somewhere else to buy on price. Many though will stick with you as long-term, devoted fans.

Remember that in today’s world, the single most important tangible we have is time. Our lives are too full, too busy. Consumers want to recapture time. Spend a little more for value and service – knowing they won’t have to battle later on – is a great motivating factor.

When you take responsibility for your customers well-being by calling to make a sure they’ve sent in their warranty card, making sure they’ve had their summer checkup, or by going beyond the call of duty, you win the war.

Have you ever “saved a customer’s life” by being available when no one else was? By shipping when no one else could? By being there when no one else was available? So, are they loyal? You bet! Are they your best referral source? Yes again!

The more you tout value, the easier it is for prospects and customers to abandon their “low cost” ways and seek you out. They want a reason to. Low price is not the answer.

Thanks for reading. Any questions please post them below.

Still not sure?

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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.

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 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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Puzzle head exploding mind @ iterum

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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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Use These Four Effective Direct Marketing Communication Channels, if…

you demand the best response from your #SmallBiz direct marketing!

Four primary channels are recommended within a frequency-based customer acquisition program: direct mail… email… landing pages… and social media to reaffirm the offer and collect better data. (Read previous post, April 5th).

Here’s the strategic game plan:

Strategic Direct Marketing

  • Two-way communicating
  • Clever and relevant copywriting
  • Design and visuals “speak to the reader”
  • A measurable database
  • Testing and data analytics

Strategic Customer-Centric Marketing Communication

  • Listen to, talk to, and understand your customers
  • Share your thoughts and ideas with customers
  • Customers get value added, no cost services
  • Customers are not treated alike
  • Customer data is segmented with targeted profiles

Multi-channel Marketing

  • A great lead generating tactic
  • Better control of message frequency
  • Cross-selling yields a higher response
  • Customers relevant copy create better response
  • Revenue increases with every marketing campaign

Data Management

  • Data analysis and analytics generate ideas
  • Data compiled from a variety of channels
  • Customer segments and updating frequently
  • Relevant messages for each marketing segment
  • A person in charge of marketing makes data decisions
  • Linked to a customer-centric marketing strategy

At first glance, you may think that direct mail and email are not the one-two best channels to reach your consumer. However, look at it this way.

“The percentage of all consumers receiving mail and Internet capability is relatively high. Using both channel options, in your direct marketing program, helps you to collect more customer data when you learn the why and how to capture it.” 

Social media belongs in your marketing communications but in a different light, which we’ll discuss later, but let’s look at the four channels –

1. Direct Mail

When you use the mail, and get a response…

then you mail (or deploy or fulfill) again and they respond again…

while gathering more customer data at each step.

Direct marketing mail is more about making an impact.

“DIRECT marketing mail techniques – copywriting – to design – to the call to action or offer – has everything you need to set the table for a purchase and collect valuable information.”

2. Email

Some see it as a competitor to mail, but it’s another great channel to use with the direct marketing mail channel.

“More people learn first-hand a better response with their email is difficult. Usually the blame can be attributed to a lack of customer data.”

To save your email from ruin, here are a few simple steps to keep you moving forward.

  • A catchy relevant headline in the email subject line adds to the open rate.
  • The design of the email can help to get an open.
  • Try something simple with your present email list. Announce your direct mail campaign a few days before it arrives.
  • Follow up on a direct mail campaign with an e-mail message.
  • Another strategy is to run parallel campaigns.
  • Any list used for marketing communication must be segmented and profiled based on present customers to match to a message.

The points above are a great way to start to create better emails.

3. Landing Pages

Landing pages are a vital addition to direct marketing.

  • Pages give readers the exact information they need to say yes and demonstrate how easy it is to place an order.
  • A landing page, in conjunction with direct mail or email, allows your customers to access web pages that speak directly to them.
  • Pages are a great tool for integrating offline and online messages to increase the effectiveness of your direct marketing campaigns.

“Give the reader a little incentive, or an offer of value, to capture more data. You’ll never have enough data.”

4. Social Media

As people search the internet, enter discussion groups or visitor social media channels, there may be an opportunity to start a relationship. You’ll need to acquire a better understanding how they use these social media channels.

“Your marketing data must determine if these channels are of value.”

If any customers favor one communication channel over another, that adds up for better customer service, then check it out.

Why? Many businesses use social media to assist their customers with customer service.

Summary

Remember, it’s all about catching the “big one”. That’s why it is imperative that a major part of your frequency-based campaign includes active, ongoing lead-generation.

There is nothing more important to keep your business healthy and growing when using these four effective channels.

Once again, information and education is the answer. And that’s often the bait we use to help you identify “big ones” that are ready to bite.

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

Deposit Photos, Work Smart Vs Hard Puzzle Piece Get Job–© iqoncept

© 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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11 Simple Techniques to Improve the Visual Impact of…

your direct marketing, mail, and digital communications.visualdesign

Direct marketing, mail, and digital is a combination of words and pictures and ideas. A great idea without compelling words often goes unnoticed.

Great words without the ability to attract the consumer’s attention often doom those glorious words to oblivion. Great visual images without substantive words and ideas often diminish the outcome.

Prospects and clients will miss the best words and most monumental ideas unless something attracts their attention!

The “attraction” for direct marketing, mail, and digital is great visual design!

  1. Good design is the proper blend and balance of color, shape, size, illustrations, photographs, and typography.
  2. Usually, one large, central graphic has more impact than many little ones.
  3. Let your design direct your readers’ eyes. Because people read from left to right, the eye typically catches the first few words of the headline, moves across the top of the page from left to right, down to the lower left corner, then right again. Picture a big letter “Z” and you have it.
  4. The eye moves from dark to light, from large to small, and from bright to drab. It notices things out of place — unusual sizes, colors, or shapes.visualdesignpart2
  5. In body copy, small type is easier to read than large type. The old stand-bys of 10-, 11-, or 12-point type are about as big as you ever want to get for running copy in the body of your solicitation. Paragraphs and sentences that use larger type sizes make the reader work too hard. There is just too much eye movement back and forth.
  6. When you have six ducks in a row, all the same size and color, facing the same direction, except one, what do you see? Correct! You see the one duck that’s facing the wrong way.
  7. Good design means showing restraint. Eliminate color, visuals, and unnecessary backgrounds around important text blocks. With the ease of designing on a computer, it sometimes becomes too tempting to “throw in” some color or borders or special effects. That extra color may hinder your ability to attract attention and lead your reader.
  8. Put the product close to your reader. Make photos and illustrations large. By cropping photos, you direct your readers’ attention to exactly the part of the photo you want them to see.visualdesignpart2
  9. Outline product photos to remove unnecessary or distracting backgrounds, except where you show the product being used. Then, you want to bring it to life with a background that relates to your product.
  10. Tone down your graphics. Words lose their impact when they are overpowered by unnecessary graphics.
  11. Avoid bouncing around with many different design elements — be consistent. In most cases, when you hold to this very simple, effective design strategy –– that we call “Choose one!” –– your finished design will look extremely sharp.
  • Choose one typeface style for your headlines.
  • Choose one typeface style (the same or an alternate style) for your body copy.Graphic
  • Choose one style of border.
  • Choose a three-color color palette.
  • Choose one thickness of line for boxes or rules.
  • Choose one style of art… that is either photographs or illustrations.
  • Then, stick with what you choose!

PrintingConclusion: A strong design improves your ability to attract attention and obtain a response. You can achieve both more readily when you turn to a professional direct marketing designer that has experience and resources readily at hand.

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

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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.

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.

 



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!

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.

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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.

 

 



6 points to help you finally crack the code,

B&WDirectMailWeb2why all marketing is direct.

Learn the six points of value that successful small businesses call “smarter marketing is all direct.”

The group at DMCM taught many company managers or owners that direct marketing with the US Mail was not complicated when you followed the basics. One customer compared this to the phrase, “it’s not wise to jump into a pool of water without checking the temperature or its depth.”

Take a good look at the direct marketing illustration. If I tell you the collection of fundamentals and techniques is just the beginning of learning direct marketing, you will see my point of starting with the basics. They prepare you for additional learning.

Our focus as a business is to assist small businesses and customers to understand and learn smarter marketing. Our approach for the use of coaching and teaching our direct marketing knowledge is a game changer.

“Marketing is a consistent delivery of value based on ongoing listening and meaningful engagements with customers.”

Point #1. Your customers are fickle.

HuhA long time ago, our agency went after potential customers by building what we thought at the time were good customer profiles of companies who needed our services.

A couple of sales letters were written to test our assumptions. Each letter was followed up with a phone call to see if our profiles made sense and, or if, the assumptions were out in left field.

Then we used collected information from the phone calls to fine tune our profiles. Would you believe me if I said our results led us into a different direction?

To be a successful ad agency selling marketing services to small businesses, learning each customer’s needs, was logically the first point

Point #2. Marketing is subjective.

EmalVsDirectMail copyAs the agency moved forward, more customer assumptions were made and tested with our target market profiles. I learned early on in my research, change in the small business market was the only constant.

Our agency learned how valuable it was for any small business to maintain a customer focus, learning more about them and heir needs.

As the agency grew, many different small businesses in a variety of industries, used our marketing services. Each one of our clients taught us how important it was to keep pace with change and react to change with an appropriate response.

Today, with better testing and a slew of analytics from a variety of channels, the information is obtained much quicker, and better!

Point #3. Invest wisely.

shovelSpend time and money to learn how marketing works for your company, for each market you serve. If you serve a variety of industries, your customers will advance your marketing goals each and every year.

What you will learn is the importance to know as much as possible about your target customers, while using a variety of communication channels and sharing your industry knowledge with them. Leadership and trust are very important elements of B2B marketing.

Point #4. Customer value can dictate your marketing offer.

A_Chest_of_GoldCustomer value should influence more than just the format of your marketing communications. It should dictate what you offer – an app for healthcare or a new product to disrupt an existing industry.

Customer value should affect how often you communicate with prospects and customers. Customer value can affect your direct marketing strategy.

Point #5. Do something different.

In the early 90’s, a charitable group, wanted to raffle off a brand new house. They needed to raise a half-million dollars within six months for helping with the eradication of polio.

Greenbacks-flowingInstead of doing the ordinary and requesting $100, $250 or even $500 from their members, they did something different. They sent out a letter to the many home builders in the area, with an idea to build a quarter-million-dollar home at a reduced price, for the charity.

For example, each summer the areas builder’s association asked each local home builder, to construct a model home of their choice, in the newest area for development. The location was always in an area where population growth was increasing and plenty of newly  built homes would be available. The builder’s association used the charities marketing idea as a magnet for drawing as many people as possible to the location.

Our goal working with the charitable association’s raffle, was to sell a maximum 5000 entries, at $100 each. The established deadline date was to coincide with the opening of the builder’s association presentation of the latest in new home construction. The charitable organization’s raffle name, The House of Dreams, became a big draw for all involved.

Approximately one week before the raffle and opening of the model homes, slightly less than 3000 tickets were sold. The raffle committee of the charity were frazzled and resigned themselves of not reaching their goal.

Point # 6. Customers will tell you many things, but some of the best are from their reaction.

At the deadline date, an amazing thing happened. When a deadline is approaching to win a brand new $250,000 home for a $100 chance, there was a mad rush near the deadline to get a ticket. With only 5000 tickets avaiable, the odds were better than most raffles.

The charitable association met their goal and then learned they could have sold more raffle tickets. Over 7,000 entries were received and all over the 5,000 mark were returned.

Summary

PrescriptionWorking with someone who understands the value of direct marketing and a business owner who is an expert in what he or she does, that’s two for success. Point is, that’s the benefit of a coaching and teaching model.

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 journey today and then call or write your questions and send them to answerme@dmcm.net.

 

Please share with others, except of course, your competition.

“Together, Innovation, Motivation and Collaboration is the Now.”

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

Marketingeval_logoV3Yes, I do love marketing. I love to share my marketing expertise as this blog will attest. The next time you get the so-so marketing results, THINK evaluate. Specifically, using our mcgMarketing-eVal. Don’t just investigate, eValuate! Great rates are now available.

Our marketing expertise will help to take the guesswork out of your marketing decisions. We have helped thousands of people to get better marketing results. Visit our website and follow my customer’s typical journey to success! Learn more today!

Visit the new DMCM and take the “ALL MARKETING IS DIRECT” journey.

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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.



Your customers are special, right?

customer-setIt’s gut-check time to check it out.

PersonalizationCustomers are special. Everyone loves them and everyone wants more. Companies do not usually turn away someone who wants to be a customer. After all, out of billions of people, only a few choose to do business with you.

Hopefully, when you look at your customers after reading the above paragraph, you’ll never think of a customer as an inconvenience again. Instead, you’ll see them as the ultimate advantage they are, and treat them like gold. If not sure, please read on.

Many of the direct mailers I read about in social media or communicate directly to, are finding some of the past customers and prospects are turning back to mail. From the planning stages of direct mail to the data analysis of the mail, direct mail is still the flexible, versatile communication channel you need to connect with customers and prospects.

Why direct mail now?

Trust. Once the envelope or package is sealed and mailed, only the recipient gets the opportunity to read or see what is inside. When the letter or package is personalized outside and inside to the recipient, there is a greater chance it will be read.MultiChannel

If you’re not new to business, direct mail probably helped you locate new customers. Using direct mail helped you share all the benefits your products or services provide. Once a connection takes place with the recipient, it helps you to determine just how serious your prospects are and how much they will spend.

Next, when a prospect becomes a customer, direct mail and any other communication channel the prospect may prefer, helps you build a lasting, long-term relationship.

For example, you can offer them a special sale using direct mail that tells them to visit a personalized web landing page, a Facebook page or any other marketing communication channel. The key point is other channels may not always connect with a customer, but the mail lands directly into the in basket.

Key takeaway

ProveItRemember no one has to do business with you; they choose to. In its own certain way, direct mail helps to express your appreciation for being a loyal customer, today and tomorrow.

The next time you start kicking around a few marketing ideas to connect with customers and prospects, use direct mail as the lead dog to make sure your message is delivered. Adding additional channels and expressing your creativity, is what is making multi-channel more powerful then ever before.

For additional reading on direct marketing mail, be sure to read…

3 Tips to Boost Your Customer Retention

There are many copywriting pointers you need to understand…

Please share with others, except of course, your competition.

“Together, Innovation, Motivation and Collaboration is the Now.”

MCGTwitBorderNeed help? Just ask in the comment section or email marketingdoc@live.com.

Marketingeval_logoV3Yes, I do love marketing. I love to share my marketing expertise as this blog will attest. The next time you get the so-so marketing results, THINK evaluate. Specifically, using our mcgMarketing-eVal. Don’t just investigate, eValuate! Great rates are now available.

Our marketing expertise will help to take the guesswork out of your marketing decisions. We have helped thousands of people to get better marketing results. Visit our website and follow my customer’s typical journey to success! Learn more today!

Visit the new DMCM and take the “ALL MARKETING IS DIRECT” journey.

Don’t procrastinate, eValuate.DMCMnetV4a

Sign up today for our monthly email, All Marketing Is Direct.

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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.



Why use “direct mail basics”

 

MailBoxand avoid “disruption” in your marketing activities.

The name junk mail implied that the receiver of junk mail did not request it. However, companies kept on mailing junk infesting everyone’s mail box about a decade ago.

The US postal service made a lot of money. The largest mail volume for first class mail, was in 2001, when 103,656 mail pieces (to the nearest million) were mailed.

Direct Mail was affordable and some companies had a two-percent open rate of all mail pieces mailed. Direct marketing and direct response craftsmen got people to responded to the offers and many made purchases. Why else would anyone with that low response keep mailing?

DisruptiveLife

The word “Disruption” is a popular again in marketing activities.

The unwanted advertisements led to the regulations to curtail the flow of junk mail. As regulators often do, they added do-not-mail, do-not-fax, do-not-call and junk email, commonly known as spam.

Advertisements spewed all over the marketing landscape back in the day were a form of “disruption.” A lot of money was wasted on mail that apparently no one wanted. Spray-and-pray was another name for “disruptive advertising” using direct mail.

Junk mail was disruptive to many people having a mail box. Why did the mail volume shoot up so fast? Back then companies had to mail because “everyone” was “mailing.” In reality of the junk mailing being disruptive, it also was a reactive form of marketing.

The “disruptive marketing” you read about today.

In a recent article in Click-Z (April 6th, 2016), Havas Media’s Tom Goodwin wrote in Tech Crunch 2015, the world’s most popular media company (Facebook) creates no content and the world’s most valuable retailer (Alibaba) has no inventory.

Goodwin’s passage, which also touched on Uber and Airbnb, went viral and spawned countless imitations, because it’s so true. Disruption is a huge part of today’s marketing landscape and you can’t talk about digital transformation, the unofficial theme of ClickZ Live New York, without bringing it up.

Some businesses, more than others, are venturing into digital marketing and social media. Disruption may well be the reason as companies look for other ways to keep their head above water.

Let us make horse sense about this form of disruption.

In the same session of ClickZ Live New York, a panel discussion entitled “To Disrupt or Be Disrupted? That Is the Reality” the first question posed to the panel was, “How do you identify business sectors ripe for disruption?”

Keith Grossman, head of sales, Americas, at Bloomberg LP, pointed out that just because something is disrupted doesn’t mean it’s dead. He used horses as an example.

“It’s really sexy to tell the story of the death of everything, but the reality is, things splinter. They don’t die; they work in conjunction with each other,” said Grossman. “People went across the country on horses, but then horses were disrupted when trains came around. This wasn’t the ‘death of horses.’ They became more localized and then cars came around.

“Horses didn’t go extinct,” he continued. “They were relegated to a different realm, for wealthy audiences or sport enthusiasts.”

Disruptive Definition by Greg Satall: “Why play by the rules when you can make new ones? While conventional marketing targets consumers, disruptive marketing creates them.  It’s exciting, very profitable and even one big success can make your career.  Nevertheless, most efforts go towards conventional marketing and with good reason. Knowing when to be conventional and when to be disruptive can make the difference between an innovative coup and a huge flameout.”

The Direct Mail Basics

NumberThreeSo, what about direct mail? People considered the jammed mailbox a nuisance and even considered a do not mail regulation for consumers. Even direct mail could be classified as a “disruption” when a letter addressed to a person that is no longer alive. Or misspelling a name trying personalization. Or landscaping offered to someone that lives in a condo or assisted living facility.

To give us some space between the two disruptive marketing activities, let’s call the former disruption with direct mail as reactionary marketing. Here are a few examples.

ChannelChangingAdvertising to the multitudes with the hope someone is listening, seeing or feeling is the apparent way to reach customers today. Do you love music but can’t stand listening to the radio? Try Pandora.

Do you like to watch a good drama on television? Probably not on network TV. There is roughly 40 minutes of drama and 20 minutes of commercials. Try Amazon or Netflix.

Direct mail today is an important marketing communication tool in company’s large and small. It is used with other traditional and digital media channels to increase customer connect points. The use of direct mail in multi-channel marketing campaigns has driven companies to use more of these campaigns. Increasing ROI and customer satisfaction are two that come to mind.

Direct mail has all the horses.

Cowboyv2Once a direct marketing and mail strategy is completed, each and every detail of the mailing occurs absolutely effortlessly. If the plan calls for mailing weekly, all the details to make it happen weekly are carefully followed. If your plan calls for fulfillment, each and every detail is meticulously followed.

It’s never a bad idea to periodically look at the direct marketing basics in direct mail and in many other forms of marketing communication, including digital. The marketing basics are there for a reason… they work. And they are critical elements to the success of your marketing and sales functions.

As the line between on and offline marketing keeps getting blurrier, it’s more important than ever to have a strong multichannel strategy. It’s impossible to avoid disruption, but that’s one way to avoid being completely swallowed by it.

Quick tip: Never under-estimate the value of a list containing your direct marketing contacts for any mailing assignment. Don’t wait until the last minute to update and clean the mailing list. The penalty in the cost of today’s postage will lower the ROI of any mailing. This is by far one of the most mistreated basics of direct mail – data must be recorded, analyzed, segmented and updated.

Great data management eliminates reactive advertising. Understanding and know what your customers prefer, whether they are channels, a marketing profile, DataManagementrelevant copy and a stay in touch frequency, is the key to direct and digital marketing.

Looking for more information on Direct Mail Marketing? Use the search feature on this blog. Please share with others, except of course, your competition.

WeLuvData“Together, Innovation, Motivation and Collaboration is the Now.”

Need help? Just ask in the comments or email marketingdoc@live.com.

Marketingeval_logoV3Yes, I do love marketing. I love to share my marketing expertise as this blog will attest. The next time you get the so-so marketing results, THINK evaluate. Specifically, using our mcgMarketing-eVal. Don’t just investigate, eValuate! Great rates are now available.

Our marketing expertise will help to take the guesswork out of your marketing decisions. We have helped thousands of people to get better marketing results. Visit our website and follow my customer’s typical journey to success! Learn more today!

Don’t procrastinate, eValuate.

Sign up today for our monthly email, All MarketingIs Direct.

It’s here, our new monthly publication…

DMS LOGOV10

DocTake4Web                                                                              Grab a copy today!

© 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 quotes are the copyright of ClickZ, New York, NY as well as the links.




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