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We started writing this blog about a year ago. The two articles that have received the most comments are Direct Mail Hot Spots and Tips to Make Direct Mail Work Smarter. Both of these posts offer practical tips and ideas to make the most out of a great medium, direct mail, for communicating with your [...] BNET featured a post titled “No Budget? No Problem. How to Do More with Less.” The post highlighted an interview with adjunct professor at the Yale School of Management, Nancy Lublin. She retold a story about a time that President Lyndon Johnson visited NASA headquarters. While there, the President had a brief conversation with a [...] A recent Harvard Business Review Blog asked, “What Surprising Number Will Change Your Business?” Numbers are the universal language of business. We use them to win approval for product introductions, to attract investors for our startup ideas, to make the case for expanding into new markets or entering new categories. In other words, numbers, when used [...] Use your own list Your own list of customers and prospects who know you and have previously responded to your advertisements will generate a much greater response. Update your list frequently with changed addresses. What is in it for the reader What excites you may not be what resonates with your audience. What’s most important to your reader [...] Marcia Yudkin wrote some ideas in her weekly email “The Marketing Minute” for ways to involve the senses of readers in marketing copy. She was attracted to a magazine ad for Puerto Plata, Dominican Republic: “You’re welcomed by warm smiles, slapping dominoes and whispering trade winds. Here, you can share sunsets with artists and fishermen as [...] To help you create messages that sell more of what can’t be seen, we are sharing an article by Pat Friesen that appeared in Target Marketing Magazine. Whether you sell insurance, toilet tune-ups, home loans, teleconferencing, investment services or other intangibles, we hope these tips help. Call to action. This is basic, but often overlooked and [...] A new simple approach may help you create some new ideas for your next direct mail piece. Step 1, Answer these questions: What problem does your product (or service) solve, and for whom? Pat Friesen put together a checklist for Target Marketing Magazine to help business owners, product managers or marketing/advertising directors provide direction and input to writers who have the important assignment of crafting messages that generate response—whether it’s a click, call or car trip to a store or event. Even if you are not a writer, you [...] |
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