Monthly Archives: January 2009

Did You Ask Permission?

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My online grocer sent me an email today. I’m signed up to receive their weekly newsletter (with deals and specials), but this wasn’t it. I was confused (and annoyed). It seems they’ve started a second newsletter. They never asked me if I wanted it or told me it was coming.

Yes, it’s “kosher” under CAN-SPAM, but it’s not a good idea. You’re forcing subscribers to say no (instead of yes).

So, keep this in mind when you start a new newsletter:

1) Announce the new offering in the existing publication
2) Ask people to click if they want it
3) Put the sign-up link for the new newsletter on your home page (and other relevant places)
4) Offer new subscribers (to either newsletter) the option of getting the other
5) If you do send a “demo”version, make it clear that it’s a one-time effort, and you won’t send another unless it’s requested.

Clip art licensed from the Clip Art Gallery on DiscoverySchool.comDiscoverySchool.com

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Let’s Get Personal

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A letter addressed without a name looks almost as odd as this sign. Personalizing a direct marketing or sales letter costs a bit more, but it’s worth the money. Everyone likes to see their own name in print, and using the prospect’s name immediately establishes relevancy — hey, this is for me!

You can personalize direct mail print letters by adding an extra field in your database for a salutation, and, if you like, add more references throughout the letter with additional fields. You don’t need fancy software, a mail merge in Word will do the trick.

You can do the same thing in an email with a bit of code added to your email messages (check with your email provider on how to do this).

On the Web, use a personalized URL (PURL) with a matching landing page. You can then track the visits and the clicks for each one.

image from Natalie Maynor on Flickr

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Never-Fail Tips for Writing Headlines in Advertising

Link

Why are headlines in advertising so important anyway? They’re the first thing the reader sees when he or she looks at your ad or your marketing letter. This is your big chance to get attention, so take advantage of it.

How do you do that? Here are some never-fail tips.

Promise something big

How a Single Stamp Earned me $85,392.00.
Lose 30 Pounds in 20 Days

Use the word “new”, “introducing” or “announcing”

People like to know the latest news and information. It also works because many people want to be the first to know (or get) something.

“United Airlines Introduces Something Shockingly Amazing… Nothing”
(its e-ticketing system)
Announcing a Painless Way to Save for Retirement

Reveal the “best” or the “worst” examples of something

The World’s Worst Dieting Advice
The Best Celebrity Beach Bodies
7 Reasons Mac is Better than PC
(controversy is good too).

Promise secret information

Secrets of Warren Buffet’s Success
Hollywood Dieting Secrets Revealed

Use the words “How” or “How to”

How to Retire at Age 40
How Your Business Can Thrive in a Recession

Talk to a specific audience

Cut Your Phone Bill by 38%
Start Blogging in 5 Minutes

Try one. See how much attention you get (and don’t forget to report back and share).

Image:xymonau

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Marketing Your Business in a Recession

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I was flipping through the news channels and saw a viewer email saying that many are complaining that the auto companies are still advertising heavily. He said that years ago he worked for a company that cut back on advertising to save money in hard times. They then went out of business, because nobody knew who they were.

Don’t use the recession to market less, use the recession to market smart. Take a look at where and how you spend your marketing budget. Is that big TV sports buy the best thing? Or would you be better off making a funny video that could go viral?

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What Makes a Direct Marketing Campaign Successful?

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The List

The list is your audience. It’s the people who will receive your brochure, watch your ad, read your blog, or see your video. In the old days, this was an actual list, often printed out on labels, with names of magazine subscribers, or phone numbers. Now, it can be e-newsletter subscribers, people who clicked on a Google ad, Twitter followers, or RSS feed subscribers to a blog.

The Offer

What your audience gets by responding, and how much it costs. You don’t have to offer a sale or a discount. It can be a free report on email click through rates, an efficiency review, or a Web site makeover for $399.

The Creative

What the promotion says, what it looks like, and how it’s delivered. This once meant envelopes, on paper, with letters and postcards. Now, it can be a Squidoo lens, an email, or a landing page.

Regardless of the delivery system, and whether the campaign is on paper or electronic, the principles are the same.

*Send to the right people about issues that are relevant to them (don’t talk to teenagers about denture adhesives).

*Offer something that they want. (those teenagers might not want denture adhesives, but senior citizens might like a free sample)

*Talk to your audience in terms they understand. Be conversational. Go online for younger people, but send those denture samples through the mail.

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