7 principles for direct marketing success:
- Establish your objective before you start
- Keep it simple
- Don’t make customer choose
- Generally one theme per promotion is best
- Target the right audience and market segments
- This will help you integrate your marketing with the sales department.
- Write copy to show what your product will do for the prospect
- Focus on the customer. They buy benefits, not features. Talk about how they will feel when they buy your product
- Make it easy for your prospect to Continue reading
The design and graphics of your marketing material must support and strengthen the copy message.
- Make it easy to scan
- Have a focal point
- Have an easy transfer of information (easy to read)
- Communicate not decorate
What draws the eye, are warm colors and people. The best place to put your illustration is on the Continue reading
Referral systems can be beneficial in some industries but not all. The best way to find out if it works for our industry is to simply test it (I stress frequently testing programs rather than ruling them out). The best way to test this is to ask for 1 to 2 names from your customers who have recently purchased your product (they will be the most happy) and leave it at that.
An offer is a reason to act. Focus on the offer first rather than the design of the direct mail piece. The offer needs to be clear and a focal point on the mailer. If there is any call to action, make sure that it is easy to find visually. An offer is like bait for our customers to hook them. Offers that are successful are: Continue reading
If it doesn’t sell – it isn’t creative
First develop a creative brief. A creative brief is a report detailing out:
- Target Audience
- Product Positioning Statement
Good creative briefs help everyone. A creative brief will show the 3 major benefits that matter to customers (the way customers think, act and feel from the product). Historical results should be in a creative brief if it is a similar product that has been done before. Characteristics of what the customers want and need to change should be included in the creative brief.
Science tells us that large purchases are made with 80% emotions and 20% Continue reading
To break through writers block, recognize the difference between preparation and procrastination. Review background, take notes, make lists of key points, jot down spontaneous ideas. Talk with people about the project. To get started use “Cluster Writing”. Cluster writing is a technique where you put one word Continue reading
When designing your web page for content, you need to try to communicate who you are in the first 4 seconds. You need to express why a user should do business with you and tell how you make their life better. You should not just say “We do this and we do that”. You need to sell to the needs and personality of the visitor and provide action-benefit language and links. It is critical to appeal to Continue reading