Lift notes, also known as lift letters, are so-called because studies have shown that they can increase the response rate of a sales letter by as much as 50%. But what is a lift note exactly?
A lift note is a short letter or note from someone other than the writer of the main sales letter—editor, director, expert, creator of the product, etc. There are three powerful reasons why this is an effective tactic for increasing direct marketing response.
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I tried to drag Uncle Jim to see The Lion King on Broadway. He wasn’t interested. He threw his beer can at me and said he’d rather watch the game.
My brother hates sushi. He says he’d rather eat worms.
My mom loves to cook. My dad can’t even locate the kitchen.
My point? People have different tastes… different interests. And there’s no way you can appeal to all of them. I’ll clarify. You can’t appeal to everyone. Get it?
If you try to, here’s a quick story about what happens:
My green miniskirt worked for me for when I was 25. I looked hot.
Not so much anymore. It’s too tight. Too short. And far too inappropriate to wear at 30.
Admit it. We all know those people who are still wearing clothes that worked for them five years ago. Big mistake.
Why make the same mistake for your company? (more…)
Multi-channel marketing uses a variety of avenues to expose potential customers to your business’s marketing message. Direct mail, advertising, catalogs, telephone sales, retail outlets, websites, email, and more recently social media networks are all ways to reach customers, both new and returning. This has come to be known as “bricks, clicks, and flips,” with reference to brick and mortar locations, mouse clicks on websites, and flips through print materials such as catalogs.
But isn’t trying to cover all those bases expensive? More importantly, what might be the benefits? (more…)
A white paper is an effective marketing tool most often used for B2B communication, especially in the IT industry, although their use has spread to nearly all business sectors. How effective are they? According to TechTarget 2009 Media Consumption Report, 90% of survey respondents stated that white papers were effective tools in buyers’ decision-making processes.
A white paper provides detailed analysis of a complex topic, such as a new technology or process, market trends, industry news, regional information, anything that requires space shorter than a book but longer than a letter, typically 5-15 pages.
Businesses use white papers when they want to:
In this post, I’ll take a closer look at SEO and the process of optimizing websites for better placement within organic search results to improve website traffic.
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