Direct marketing campaigns are still effective – especially when used with other marketing tools as part of an integrated, multi-channel marketing strategy.
There are some basics to getting the most out of a direct marketing campaign. Without them, you’re probably just going to waste time and money, and you run the risk of turning off your prospects.
This post will give you some ideas on the critical elements that must be included in direct marketing campaigns to make them successful.
Email newsletters are like iPods. Everybody has one. But remember the old days? When you used to get real, paper newsletters in the mail? They’ve virtually disappeared, replaced by their e-counterparts. As it gets more difficult to stand out amidst email clutter, might it be possible to stand out by returning to an old favorite?
Brands are reverting back everywhere we look.
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In an age super-saturated with marketing messages, your prospects have developed such an aversion to being sold anything that you have to overcome resistance at every step.
They pick up your direct mail package, see what it is… and toss it in the garbage. So you add some intriguing copy or graphics to the envelope, just enough to make them open it.
They open up your envelope, see what you’re selling… and toss it in the garbage. So you include some headlines that snag their attention, capture their imagination, and keep them reading.
They read some of your headlines, recognize it as just another ho-hum sales pitch… and toss it in the garbage. So you write copy that they simply cannot put down, filled with dramatic benefits, showing them how much better their lives will be if they listen to your message.
They finally reach your call to action, see the cost… and toss it in the garbage because they don’t want to spend any money, even if you’ve managed to get them this far. So now your job is to help them rationalize what their emotions want.
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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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Even in the Age of the Internet, the workhorse of direct marketing is still the sales letter. It’s a tried and true formula, and it still works quite well. Entrepreneurs and small businesses often try their hands at writing sales letters because they don’t have the budget to hire a direct marketing firm or even a high-quality freelance copywriter, some of whom demand thousands of dollars for a single letter. The problem with amateurs writing their own sales collateral is that they tend to make mistakes that torpedo their efforts before they even get under way.
Here are a few tips for what to avoid. (more…)
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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