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How To Write Copy That Drive Sales

DrivingSalesJust make sure you know who you are writing to.

Writers in direct response or marketing, tend to be too vague, obtuse, and remote in communicating. To create copy that sells in your direct copywriting, be specific to do some serious selling.

For example, when you write, “It saves you money,” you are making an important point, but be precise. Come right out and tell the readers exactly how much you are saving them. “You save two bucks. You save $200. You save $2,000.”

When you claim, “It saves you time,” do not be vague. Let the readers know exactly how much time you are saving them. “You save an hour per day. You save a day a week. You save four days per month.”

When describing specific features and benefits, “New and Improved!” is too vague. Use dramatic descriptions that reveal in precise and appropriate detail exactly what makes your product new and improved.

If your product is extremely technical, watch out for too much of a good thing. “Our newest computer chip, generates 195 mega cycles of different data at a base of minus 150 degrees below zero when accelerated to a mega speed of 920 cyclic tic-tumbles per second.”

Too much precision is especially dangerous when you address two or more audiences with the same direct response or direct marketing mail piece. To wit, a single direct marketing mail piece needs to speak to the audience – manager and the engineers.

If you get too technical, the engineer may know what you are writing about, but the manager, who may control the budget, may not.

Summary

Know your audience. Technically uneducated and unsophisticated people buy some pretty sophisticated things. Some may let their ego get in the way when working with others (engineers) in the company. It’s important to share, just make sure your copy is shareable.

How do you make sure your copy is written for the targeted person?

Grab a FREE edition of Direct Mail Success.DMS1993a

Since 1993, Direct Mail Success has provided readers the ins and outs of direct marketing mail to get a better response in their marketing campaigns. Download a recent issue and see for yourself. The issue is free and any ideas are yours to keep.

In this issue you’ll find, “7 awesome methods of direct marketing mail, Big Data, Small Data and a CRM, Frequently Answered Questions and more!”

Who reads Direct Mail Marketing success? Providers of direct mail marketing processing, companies looking for direct mail marketing content, and individuals looking to improve they direct and digital marketing techniques.

Plus you, if you’re a small business who wants to see better marketing results. Visit DMCM.net for more information on direct marketing mail.

If you have any questions, please do not hesitate to ask in the comment section or send an email to marketingdoc@live.com. Marketingeval_logoV3MarketingDoc Copyright15



What Does It Take to Awaken Your Creative Gene?

Can creativity be taught?TrumpetMD

What does it take to be more creative? I believe we all have the capability to be creative. Being a writer and publisher of content, creativity is a crucial part of my daily activities.

My creativity is awakened by collaborating with others, reading, or presented a simple question like, “what can we do to make this (fill in the blank) better.

Failure is a component of creativity.

I have accepted the fact that failure is a critical part of creativity. When failure occurs, I file it in my brain and move on. Subconsciously, I believe that failure helps in providing solutions to problems I may encounter in the future.

What inspires creativity?

I love music. Jazz, Blues, Rock, etc. You name it and I have listened to it. Yes, even a polka.

In grade school, I was presented an opportunity to learn how to play the trumpet by a teacher who thought I had talent. After a few practice sessions at home, (I was only using the mouthpiece!) my father told me I’d become a great hunter of ducks with the unique sounds I was able to produce.

I was finally allowed to take the trumpet home to practice. I grew up in a typical Chicago neighborhood. Approximately, three feet separated us from the neighbors on each side of our house. I puckered my lips and started to practice. I let it all out, hoping my friends could hear the music I was making.

Unfortunately for me, the whole neighborhood heard not music, but a sound similar to fingernails being dragged across a chalk board.

My parents and neighbors had a party the day I returned the trumpet. I believed that instrument was cursed, as it never produced a good note.

Did I give up on a musical instrument?

Yes, but music remained a big part of my life. Since I couldn’t play an instrument, I decided to make music, but in a different way. I started building transistor radios and sold them. Yes, our next door neighbors enjoyed them more that my trumpet playing.

From there I went on to building stereo receivers, cabinets for speakers, and even a school science project using sound waves to clean jewelry.

From that point on, if people asked me if I played a musical instrument, I answered, “yes, the stereo!”

Conclusion

Creativity is finding a problem and determine a solution. At work, at home, in the garden and just about anything that presents a problem.

Some solutions are simple, some don’t work at first go around, and when you get it right, you tell the world. Or anyone that will listen. Yes, even my neighbors.

Where this is a will, there is a way. You may have more creativity than you originally thought.

How do you use creativity in your daily routine?

Grab a FREE edition of Direct Mail Success.DMS1993a

Since 1993, Direct Mail Success has provided readers the ins and outs of direct marketing mail to get a better response in their marketing campaigns. Download a recent issue and see for yourself. The issue is free and any ideas are yours to keep.

In this issue you’ll find, “7 awesome methods of direct marketing mail, Big Data, Small Data and a CRM, Frequently Answered Questions and more!”

Who reads Direct Mail Marketing success? Providers of direct mail marketing processing, companies looking for direct mail marketing content, and individuals looking to improve they direct and digital marketing techniques.

Plus you, if you’re a small business who wants to see better marketing results. Visit DMCM.net for more information on direct marketing mail.

If you have any questions, please do not hesitate to ask in the comment section or send an email to marketingdoc@live.com. Marketingeval_logoV3MarketingDoc Copyright15



8 Trust-Building Strategies to Build Your Business

A_First_ImpressionJust as you have only one opportunity to make a good first impression, you stand to gain or lose trust in your direct marketing depending on how you approach your readers.

Put these eight trust-building strategies to work for you in your direct marketing strategy

Personalize your direct marketing mail message. People do business with people. When you get a little personal, you help prospects get to know you. This builds trust. It helps when you say, “Hello George,” rather than “Hello Sir or Madam.” And it’s okay to put passion, personality, and enthusiasm into your direct marketing messages.

Use testimonials. People pay more attention to what other people say about you than to what you say about yourself. Testimonials from people who have had a positive experience with you make the task of building trust easier.

Marketing-Tip_CrpdRead the 4 important steps for better engagement with your customers and how to increase customer testimonials.

Use editorial writing styles rather than ads. People resist a hard sell. And they resist and distrust ads that seem too good to be true. When your approach is softer… more one on one…when you include testimonials and stories… you build trust.

Give away something. People like “Free.” Whether it’s an article, case study, webinar, or free shipping, you add credibility and trust to the relationship.

Give examples. When you give an example by telling a story of how one client did such-and-such and another did so-and-so, you make an otherwise impersonal activity or event come alive. People relate to it. This builds trust.

Marketing-Tip_CrpdRead my example of a row boat and one oar!

Eliminate (or reduce) risk. Buyers want to be sure that if something isn’t right that they have recourse… away to say, “No thanks. It didn’t live up to what you said.” Guarantees help. So does communicating how committed you are to make sure that every single client or customer is happy.  

Provide many channels. Make it easy for people to contact you and respond. Put convenience, not obstacles, in front of your prospects.

Stay in touch. It’s human nature to trust those people you see or communicate with often, and to be skeptical about people you don’t know –– especially when they offer things that sound “too good to be true.

Direct Marketing Tip – Frequent communication allows you to build and nurture a trusting relationship. Direct marketing mail provides an efficient way to stay in touch. Why?

There is less competition in the mailbox to help keep you selling.

Thanks for reading and please share with others, except your competition.

Grab a FREE edition of Direct Mail Success.DMS1993a

Since 1993, Direct Mail Success has provided readers the ins and outs of direct marketing mail to get a better response in their marketing campaigns. Download a recent issue and see for yourself. The issue is free and any ideas are yours to keep.

In this issue you’ll find, “7 awesome methods of direct marketing mail, Big Data, Small Data and a CRM, Frequently Answered Questions and more!”

Who reads Direct Mail Marketing success? Providers of direct mail marketing processing, companies looking for direct mail marketing content, and individuals looking to improve they direct and digital marketing techniques.

Plus you, if you’re a small business who wants to see better marketing results. Visit DMCM.net for more information on direct marketing mail.

If you have any questions, please do not hesitate to ask in the comment section or send an email to marketingdoc@live.com. Marketingeval_logoV3MarketingDoc Copyright15



Have you ever gone upstream in a boat without a paddle?

UpTheIf you’re company marketing is without a written strategy, you have now.

Direct Marketing is a strategy. Not a tactic.” Lester Wunderman.

Oh that wonderful word…strategy.

I’m not sure why strategy is so neglected in the small business market. A lot of business people love sports. The one sport with a gridiron is a very good example of a strategy to defeat the other team. Oh, I have heard the excuses

  • Maybe it’s the notion too much time is needed to develop a successful strategy (there is never enough time in the small business world).
  • or the need for it is simply misunderstood or confused.
  • or maybe it cost too many $$$

What’s yours?

I am always amazed to learn the lack of any written marketing strategy, (today, in the digital age, it could be an infographic) what I commonly refer to, the most profitable “S” word.

As it turned out, in many small businesses, a strategy to them was – “sales was marketing and marketing was sales.”

Ugh!!!!! If this is your thought process you need to rid yourself of that thought process. You can’t have one, (sales) without the other (marketing). And without a strategy, you’re up the creek without a paddle.

Speaking of boats.

Every holiday or any other celebration when our family gathered, my uncle always reminded me and anyone else nearby, of my first adventure in a boat as a kid. The boat only had one oar. At least I had one paddle and not in a creek – yet.

No matter how hard or fast I rowed, I kept going in a circle. I thought, “How will I ever get to the opposite shore to get my ice cream cone?” Still a weakness of mine to this day!

My uncle thought it was quite amusing as he watched from the pier. After he stopped chuckling, I received some valuable advice – he handed me the second oar.

I was amazed with the difference in using two oars. I could get to my destination and enjoy an ice cream cone. Or two cones if I have enough money left!

Before you embark on any direct marketing campaign using such tactics as direct mail, email, landing pages, or any of today’s social digital channels, the most important tool is your first oar, your marketing strategy.

What’s the second oar?
Thanks for reading and please share with others, except your competition.

Grab a FREE edition of Direct Mail Success.DMS1993a

Since 1993, Direct Mail Success has provided readers the ins and outs of direct marketing mail to get a better response in their marketing campaigns. Download a recent issue and see for yourself. The issue is free and any ideas are yours to keep.

In this issue you’ll find, “7 awesome methods of direct marketing mail, Big Data, Small Data and a CRM, Frequently Answered Questions and more!”

Who reads Direct Mail Marketing success? Providers of direct mail marketing processing, companies looking for direct mail marketing content, and individuals looking to improve they direct and digital marketing techniques.

Plus you, if you’re a small business who wants to see better marketing results. Visit DMCM.net for more information on direct marketing mail.

If you have any questions, please do not hesitate to ask in the comment section or send an email to marketingdoc@live.com. Marketingeval_logoV3MarketingDoc Copyright15



Does Your Marketing Survive the Test of Time?

Use my 4 easy steps for better engagement with your customers.

The-test-of-timeMaybe, just maybe, your customers will be happy to help!

First, here is a multiple-choice question for you. How much time does it take your company to see results from your business marketing engagements?

  • In the late 19th century, the flow of the Chicago River was reversed to meet the needs of the growing City of Chicago located along the shores of Lake Michigan. Eight years.
  • Mt. Rushmore is a 5,725-foot mountain, found in western South Dakota, composed mostly of granite, and carved with the faces of four US Presidents; Washington, Jefferson, Roosevelt, and Lincoln. Fifteen years.
  • All the above and then some.

Seriously, these majestic accomplishments were not completed overnight. The point is, they were completed and are still important today. If you selected “C” as your answer, I suggest you go back to watch your favorite movie, “It’s a Wonderful Life!”

More powerful than a speeding…

In a recent post, I discussed similarities and differences between inbound and outbound marketing. A lead generation program is an appropriate model of using both inbound and outbound marketing, which is beneficial for a B2B company to use.

Few direct marketing techniques are as powerful as customer testimonials. It’s about as close as you can get when customer A meets prospect A face-to-face and just raves about your product. Customer testimonials prove your claims and ease the doubts of prospective customers.

But where do testimonials come from? 

If you’re lucky, you’ll get a few unsolicited testimonials now and then. However, even if customers love you, most won’t write up a testimonial unless you ask for it.

Here’re a few simple, efficient methods for getting a variety of great testimonials.

One, schedule it.

Testimonials don’t just happen. You need to commit to a regular program of soliciting comments from your customers once a month, once a quarter, twice a year, or whatever works for your company. You might also want to set quotas, such as a goal to get 10 new testimonials a month. The numbers you choose aren’t important. What’s important is that you establish a routine and stick to it.

Two, call your customers.

Select a portion of your customer list and start phoning. When you reach someone, start with a flattering statement. You might say “I recently read a post in LinkedIn how your company President built an intern program using students from the local junior college. We’ve been thinking of something similar. May I speak to Karen if she has a few minutes to spare?”

Once you reach her, carefully weaved your questions within the conversation. The initial questions should be simple, such as: What do you like about our product? Does it arrive on schedule and is it always in good condition?

After this warm-up, you can ask more detailed questions: What is your opinion of our product? What is the one feature you like the best? Why would you say it’s better than similar products? How has it saved you time, money, trouble, etc.?

Choose your questions carefully and keep the interview short. This isn’t a research project. You’re simply trying to elicit one good statement that you can turn into a testimonial.

When you do get a good comment, say you’re so impressed you wanted to ask that the comments be used in your marketing.

Three, quid pro quo.

Make sure the wording is such that gives you ownership of the testimonial. Your competitors are always looking for ideas they can use to bad mouth your company.

Quite frequently, the person giving the referral may also want to share some of those comments with their customers.  Offer such as your appreciation for their time, or send a gift as a small token of thanks, which will likely increase the number of replies for returned calls from your customers.

Four, now share it.

How many channels are used in outbound and inbound marketing? I can’t help you with an answer for that, so get going and count the channels for sharing and then start collecting testimonials.

Thanks for reading and please share with others, except your competition.

Grab a FREE edition of Direct Mail Success.DMS1993a

Since 1993, Direct Mail Success has provided readers the ins and outs of direct marketing mail to get a better response in their marketing campaigns. Download a recent issue and see for yourself.

Who reads Direct Mail Marketing success? Providers of direct mail marketing processing, companies looking for direct mail marketing content, and individuals looking to improve they direct and digital marketing techniques. Visit DMCM.net for more information.

If you have any questions, please do not hesitate to ask in the comment section or send an email to marketingdoc@live.com. Marketingeval_logoV3MarketingDoc Copyright15



Looking for a marketing difference maker requires some patience…

AlwaysThinkingand some detective work.

However, there is one tactical tool that can never be overused.

A variety of experts in digital marketing love using the word journey. Journey is probably a good word for inbound marketing. Journey reminds us inbound marketing is not an over-night sensation.

Engagement, and in some scenario’s relationship marketing, are two other words that go hand in hand as well.  Whichever one you prefer, it’s a hell of a lot longer than a short walk through the park, to see results. However, keep reading, I have the tools you need to cut that path to a viable length.

First, you must create awareness of your products. Fortunately, we have many digital and traditional channels at our calling. The most common tactical tool of choice is content.

It will take a variety of content and channel selection. Some content has a different look or delivery, and importantly, a little more relevant copy. Especially, as you learn more about what your market needs. Remember, the goal is engagement.

When you decide to purchase a new product or service you heard about, you research it. Will it help you solve a problem or provide an opportunity?

As you may have guessed by now, there is a strong resemblance to a B2B lead generating program compared with inbound marketing, but with more engaging content to move the buyer toward a purchase decision. You may also uncover a channel of choice to communicate with some potential buyers.

Whichever comes next, a potential buyer considering your product or service, you may have heard, “I’ll get back to you.” That’s code for “I need more information!” For most people, that’s like trying to run up the stairs in the Willis (Sears) Tower. In other words, they give up too soon.

Yes, an offer of something free or very useful is a difference maker.

A free offer is the heart of any lead generation program, so it’s equally important. I’ve always like using the term lead generation, reminding me of the phrase “having some skin in the game.” Maybe that’s the sports fan side of me mind taking over

The offer can be a free eBook, white paper, product sample, case study, special report, catalog, etc. It can be an item you already have. Or you can print an item, maybe in 3D, especially for your direct marketing mail offer. That’s a sure way to get to the decision makers desk!

Why should you give away anything? Because the point of this lead generating tactic is to identify prospects, so you need to push them to give up something, such as an email address.

Whatever else you choose as a content marketing tactic, think offer. Make sure it’s a different offer and relevant to whatever need you already have learned about your market target.

By offering something free, you make it easy for people to say, “Yes” and identify themselves to you.

Why not simply mail the free items directly to your list? Seriously? That prevents you from finding out who is interested and pinpointing those who are most worthy of getting another chunk of content.

However, if you get an opportunity to deliver it in person, that’s better than any other marketing channel.

Summary

For additional information about inbound and content marketing, read Four easy ways to help you determine the value of free content.”

Read Inbound versus outbound marketing…don’t make it a contest as a strategy for your company.

Here are additional ideas to reach more prospects in The importance of buying opportunities might just need a bit of motivation in your direct marketing.”

Need to sharpen up your lead generation tactics? Visit B2B companies use direct mail with email marketing.”

Thanks for reading and please share with others, except your competition.

Grab a FREE edition of Direct Mail Success.DMS1993a

Since 1993, Direct Mail Success has provided readers the ins and outs of direct marketing mail to get a better response in their marketing campaigns. Download a recent issue and see for yourself.

Who reads Direct Mail Marketing success? Providers of direct mail marketing processing, companies looking for direct mail marketing content, and individuals looking to improve they direct and digital marketing techniques. Visit DMCM.net for more information.

If you have any questions, please do not hesitate to ask in the comment section or send an email to marketingdoc@live.com. Marketingeval_logoV3MarketingDoc Copyright15



Data, data, data everywhere…

WeGotData“can someone tell me how I can use this data?”

Every day, this data hungry direct marketer, can’t wait to taste the data bits offered to me in Google Analytics. As I push this data into Excel, I can see a variety of returning and new, first time visitors. And almost immediately an idea I can use in a future post or article.

Yes, even a small firm like mine, Marketing Communication Group, can get plenty of marketing ideas. I’m not looking at only the number of visitors, but the quality of their visit. For example, how did they enter the website and what kind of journey did the take, such as:

  • Where did the visitor start his or her journey, on a home page, or from a linked click-through from another channel?
  • What page did the visitor enter and where did they go next?
  • How much time did the visitors spend on the site? On the page?
  • What was the number of new visitors? Returning visitors? How did they access the website? What page did they land on first? On what page did they make their exit?

What does all this data mean to me?

Data analytics is an extremely useful tool to learn more about the prospects and customers from a website point of view. This was always not the case. Back in the day, usually the two most important questions was 1) how many contacts responded and 2) what did they spend or donate? How they arrived at the total responders and the number of dollars, was usually depended on if the answer came from sales or marketing.

The data we have today can answer many questions. A person with a relatively inquisitive mind and understands the needs and wants of customers, is a great starting point. I call that person a Tec-Marketeer who really understands the customers inside and out and considers technology as a good friend.

Here’s an example.

Since there is plenty of data available, smart marketers are reviewing data daily to determine what information is useful to their needs.

On my job description I’m a writer of many different talents. I consistently visit LinkedIn groups, over forty at the last count and too many blogs to count. There is so much content available online that a “Google This Please,” can lead to millions of answers.

Here are a few ways how I attack raw data.

On the Direct Marketing Communications Management website (DMCM) I’m presently seeing over 1,200 visitors a month. Four hundred of the visitors are new, there first visit to the site. Three hundred visitors entered the site through the Articles Page but specifically to read the Seven Easy-to-Write Headlines That Sell. These visitors came to the site from links to these blog pages, or a LinkedIn discussion group, an email, another one of our sites, Twitter, Facebook or my LinkedIn Profile and company page. If someone ask which one, I can answer the question correctly.

Thirty seven people clicked on one or two additional pages before leaving the website.

Direct traffic, are those who went directly to a page, such as home, or from a bookmark, that spent 48 seconds during their visit.

Referral Traffic, such as from my LinkedIn profile page, spent 27 seconds, and search traffic, from all Search Engines, spent 20 seconds.

Summary.

I could go on, but believe me it’s just the tip of an iceberg. If you want more data ideas, visit my LinkedIn profile page, the Pulse articles, starting from June of 2014 to now. There is an article on Data Management you will find very useful. Using the search button on this blog will provide you additional reading material.

Now it’s your turn.

How do you use data in your business? Are you pleased with the results? Please comment so we can share information with other visitors.

Thanks for reading and please share with others, except your competition.

Grab a FREE edition of Direct Mail Success.DMS1993a

Since 1993, Direct Mail Success has provided readers the ins and outs of direct marketing mail to get a better response in their marketing campaigns. Download a recent issue and see for yourself.

Who reads Direct Mail Marketing success? Providers of direct mail marketing processing, companies looking for direct mail marketing content, and individuals looking to improve they direct and digital marketing techniques. Visit DMCM.net for more information.

If you have any questions, please do not hesitate to ask in the comment section or send an email to marketingdoc@live.com. Marketingeval_logoV3MarketingDoc Copyright15



In my expert opinion”…

DonKeyI can’t believe I said that.

Somehow, I added the “expert opinion” to my vocabulary. I’m not sure why I said it, but when I realized I said it, I couldn’t retract those two words.

In my marketing world, an expert opinion is likened to an @&&hole – everyone has one.

I meant to say, “You don’t need another idea – you need better execution.” That statement makes perfectly good sense.

People love to take short cuts.

When using direct marketing and mail, I know “short cuts” are not tolerated. Short cuts are useful in haircutting or in a butcher shop, but never in marketing. One wrong cut made in the process of direct marketing mail, can ruin the response and the ROI.

The only use of the “expert opinion” that I can bet the bank on is – knowing as much as possible about your customers.

A customer-centric marketing strategy that any business, small or large, can use to build better business. If you own or work in a small business, each customer means a lot more for your survival than it does for the larger companies. Then why should you think each customer is the same? Or a prospect is, well, a typical prospect?

Well, they’re not the same.

That brings me back to short cuts. When you start to build a customer-centric marketing strategy, there are many opportunities to share your thoughts and ideas with customers. The opportunity may lead to a more relevant communication to a segment of customers.

If you decided to take a short cut and send every customer the same message, some of your customers may decide to move on because they felt you didn’t understand their need.

There are many marketing ideas and tools to use, to avoid short cuts and increase your marketing results. Search this blog and Where Customers are Always Welcomed for more articles, reports to request and a case study or two for additional information.

Remember saving time using short cuts are a money waster. And according to Lewis Carroll, “The hurrier I go, the behinder I get.” Somewhat similar to my meaning of “In my expert opinion.”

Thanks for reading and please share with others, except your competition.

Grab a FREE edition of Direct Mail Success.DMS1993a

Since 1993, Direct Mail Success has provided readers the ins and outs of direct marketing mail to get a better response in their marketing campaigns. Download a recent issue and see for yourself.

Who reads Direct Mail Marketing success? Providers of direct mail marketing processing, companies looking for direct mail marketing content, and individuals looking to improve they direct and digital marketing techniques. Visit DMCM.net for more information.

If you have any questions, please do not hesitate to ask in the comment section or send an email to marketingdoc@live.com. Marketingeval_logoV3MarketingDoc Copyright15



There are many ways to keep you regular…

PrescriptionHere are 7 sure prescriptions for healthy marketing.

Most small companies, who rely on email, mail or digital communications, would tell anyone who would listen that the key to success in marketing communications –– as well as in most all marketing –– is consistency.

  1. Promote regularly. Email regularly. Call regularly. Mail regularly. Post regularly. And by all means change your website before it gets stale and moldy.

But also understand it’s an easy trap to fall into if you’re not careful. In fact, regardless of the way in which many companies promote, they typically always fall short when it comes to consistency.

  1. Consistency means formulating a core storyor messagethat conveys who you are, how you help, and how you do what you do better than anyone else, and then consistently hammering away at this message. Did I just write to upgrade your Branding?

If customer service is your forte, bang away at it in everything you do. Show off what you do best. Build on your strengths. See, it’s exactly the same good advice you’d give to anyone who asks, “How did you build your business?”

  1. Just make sure that 1) you establish you as the authority on what you do and 2) to encourage people to communicate with you regarding their questions and challenges.

AlltheTinyPeopleDream a little dream for you.

  1. If you like what you’re reading, now is a great the time to expand your Dream Client List! If, for example, you have 500 customers, round up to 1,500. Yes, that number is correct. It takes more to get more good customers.

You need to think about your Dream Client List for a while. But, this is a good strategic marketing activity –– one you probably ought to be doing periodically, if you’re not already doing it. You want to answer…

• What customers would I like to grab from my competitors?

• What vertical markets, if any, have I serviced best in the past?

• What types of customers are most profitable, utilizing more of the services I offer?

• What “dream” businesses in the area have I always wanted to have as clients?

• What business categories purchase the most often?

  1. You will want to and need to build your list one contact at a time –– thinking about a particular company you’d like to do business with, calling to verify data, and then obtaining the name of the decision maker.
  1. CONCLUSION: Take the time to create a core story. By doing so, every single message you deploy, inbound or out, is consistent and supports your core story. Plus, every single message supports every single other message. Stick to your core story. Don’t let anything pull you off course! Like another donut staring at you in the break room.
  1. WARNING: LOW PRICE IS NOT THE MESSAGE YOU WANT TO CONVEY WHEN YOU CREATE YOUR CORE STORY.

Need help with a core story?

Thanks for reading and please share with others, except your competition.

Grab a FREE edition of Direct Mail Success.DMS1993a

Since 1993, Direct Mail Success has provided readers the ins and outs of direct marketing mail to get a better response in their marketing campaigns. Download a recent issue and see for yourself.

Who reads Direct Mail Marketing success? Providers of direct mail marketing processing, companies looking for direct mail marketing content, and individuals looking to improve they direct and digital marketing techniques. Visit DMCM.net for more information.

If you have any questions, please do not hesitate to ask in the comment section or send an email to marketingdoc@live.com. Marketingeval_logoV3MarketingDoc Copyright15



What Direct Marketing Mail and Digital Designers…

should know about reading.

the-man-received-a-letter-iFirst, reading is a chore for most people.

Direct marketing mail can be colorful and creative. Marketing content must be educational and informational. But in the end, every direct marketing piece is about getting people to read words on a printed page. And that’s no easy task.

I’ll say it again, reading is a chore for most people. And when you see just how hard the process is, you’ll understand why you should avoid getting too creative with type, especially in digital. You’ll see why making reading as easy as possible should be your number one goal.

So let’s take a quick look at the reading process.

In Western cultures, people read left to right. Reading in any other direction is nearly impossible. This left-to-right movement is not smooth. And people do not read word-by-word. The eye actually skips along, stopping briefly here and there to take in groups of words. Reading experts call these stops “fixations,” which last about a quarter of a second each.

The brain divides up sentences into chunks or “thought units.” In the sentence “Mary opened the gift,” the two thought units are “Mary” (the person who did something) and “opened the gift” (the thing she did). So people read left to right skipping from chunk to chunk of information. When people have trouble understanding these chunks, they have to skip backward and try to “re-chunk” the information.

People do not see words one letter at a time.

Just as people don’t read one word at a time, they don’t see words one letter at a time. Every word has a unique shape and people recognize them by their overall appearance. For example, when you see a stop sign, you don’t sound out S-T-O-P. Instead, you recognize the whole word instantly by its familiar shape. But if you use odd type or give words an unfamiliar shape, people won’t instantly recognize the word, which slows or stops reading altogether.

HavingFun

 

Numerals tend to have less shape, so the eye fixates on numbers more than words. Also, since lower case letters tend to have more variety of shape than upper case letters, words in lower case are recognized faster than words in all caps. Blocks of capitalized text tend to make people read word-by-word interfering with the chunking process and this reduces comprehension significantly.

Many people read slowly.

Most adults read only about 200 words per minute with a comprehension rate of about 50%. In other words, even in optimal conditions, people tend to read slowly and understand only half of what they read. Why do people read so slowly? One reason is eye fatigue. An adult eye travels about 1,600 feet per day, which works out to 110 miles per year. Tired eyes read slowly.

There’s a lot more to the reading process, but this should give you some idea about how difficult reading is. It’s not a natural act. For many people, it’s hard work. And if you don’t make your direct marketing mail easy to read, people won’t read it. No matter how good your offer or how creative your design, if people can’t read and understand the words, your offer or call-to-action will fail.

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