Thislanding web pageallows your customers to access web pages that speak directly to them. It isa great tool for integrating offline,onlineand emailmessages to increase the effectiveness of your directmarketing+mailcampaigns.
Include a call-to-action.
Create a sense of urgency or immediacy—give them a reason to buy or act now! Force the action, response, or buy to occur now, rather than later or not at all.
“Useproper designelements. The design of the page can influence the reader’sfeelingof the offer’s urgency.”
“Learn by reading, Learn by doing.”
Do not request too much information. Put yourself in the reader’s shoes—there is nothing more off-putting than a request for excessive personal information.
You can have fun with direct marketing in the traditional and digital worlds—combine tricks and tactics, work with benefits, and motivate your readers to consider something new.
Landing pages are quite the accomplice to direct marketing communication channels.
Direct marketing can make a buying experience morepleasant for the customer and measure the effectiveness of different ads,copy or design with a landing page.
Think direct marketing+mail=
ABT – Always Be Trying or it is Always Be Testing.
Either one will work for you, so give ABT a try.
Give the reader a little incentive, or an offer of value. Do not get greedy, just go for one goal and you will capture more later.
Your content goes here. Edit or remove this text inline or in the module Content settings. You can also style every aspect of this content in the module Design settings and even apply custom CSS to this text in the module Advanced settings.
Then share the most important ideaswith the ones that make you money.
There are numerous tools of the trade you’ll find when using direct marketing and mail. If you have read a few of my posts on using both within a direct to customer strategy, there are an incredible amount of tactical tools to help you reach your end game.
Considering your customers can be challenging to determine what makes them buy, because one day this, another day that, but sending the same marketing message again latter, you get a different result. Who would of thunk it?
These are just a few ways the pandemic has uprooted our daily lives to earn a living. Unemployed people and empty company locations will leave your marketing message unread, unseen, or unheard.
Marketing, advertising, and selling professionals, must remain vigilant to stay connected. For instance, build a customer list of recent purchasers and even others who have not recently made a purchase. Do not be salesly with your conversation but show concern about your contact and their company. Offer to help by stretching out customer payments, free shipping or whatever benefit people love about your product and service. Saving money never goes out of style.
Small businesses restaurants or a fitness center, and many other companies, are under siege via mask mandates, times or days allowed to be open, losing quality employees or letting them go because of the lack of funds. I am sure you get that point. This is not a good situation.
So what do you want to do? Stay on the same path and hope for better results?
Now is the time to plan your attack but first, read on for other ideas. But while you study all channels of communication to reach your audience, write personalized messages n your blog like there is no tomorrow about on what is to come down.
There’s so many channel preferences people have at their disposal, but the most important ones are what communication channels your desired audience may use. Unless you are one of the few waiting to determine peoples desired channels of choice, I am sorry to inform you, it is up to you to make that happen.
In the past 25 years or so, I preached to many audiences everywhere to spend time to learn your customer’s habits, needs and wants, and to enter your results in a customer-contact management system. Or, if you sell a product or service, then into your busy book. When the information you collected is entered in a database, you first move is to develop customer segments. Start small and add on what else you learn. The knowledge you get from studying this data will make your marketing messages more relevant.
I created a lot of marketing and sales tools to help a business like yours learn how to analyze the data you collect. For example, how to segment your customers and prospects, start by building an easy form to help you see the big picture for achieving marketing and selling success.
Clients have more choices to buy than just your company. If your business is in everyone’s busy book, how do you stand out? So for instance, a direct marketing strategy is one of the more valuable tools in building an offer. An offer is vital for success. Still, many businesses assume their product is good enough to sell as is without an offer. Guess what? Wrong.
Why? In one quick answer, the offer causes a person to stop and give your message a second look, a second thought. Is that the way your mind is rolling?
Now, many of you reading this may consider an offer of lower prices. But, if you took the time to learn more about your customers, you may have found a certain percentage of customers and prospects have other values when making a purchase. At the heart of any direct marketing message will always be an offering, whether you’re selling a product, promoting a service, driving traffic to a Website, or taking people to a retail location.
What is an “offer”?
It is not to love and cherish a product for the rest of your life, but it can be. And no, it is not a discount, but it can be. It could be any number of other things as well.
On the simplest level, an offer is the “terms of the deal.” It is you saying, “Here’s what you can get. And here’s what you have to do or pay to get it.” It’s the combination of several elements that make up the “deal.”
Individuals who operate in the direct marketing and mail business understand the importance of creating a sense of urgency in a marketing offer. The value of having the sale happen now is that if it does not, it may not happen at all. Condition that the sale happens now, it increases the likelihood that another sale will happen later.
These are just a fewtried-and-true strategies to help your customers and prospects overcome the dreaded disease of delay!
Want to learn more about direct marketing? For a limited time only, I have placed our most requested white paper, “The Right Notes in Your Direct Marketing, Make Beautiful Music for Your Customer’s Ears and Your Accounting Department”, on our report sending website free for the asking.
This powerful report can change your opinion on your direct marketing strategy and realize, there is a better way to communicate with your audience – when you spend some time to get to know them! Your messages become more relevant and your customers feel more appreciated. And we both know what that means!
Thanks for reading.
Remember to get your free ideas on how to get into building segments in just a few steps.
Get FREE sample charts on how to start segmenting your contacts when you join our community
Are you looking for more business? Or better business? Or a new prospect list?
You are not alone. The Covid-19 pandemic has turned our business marketing and selling world upside down.
Maintaining your team’s enthusiasm to get people to buy your product and/or your service in our present pandemic is mind boggling at best. Try this! Do that! That never works! And the beat goes on.
It’s always been a challenge to create consistently awesome attractions. But now, it is a overwhelming challenge to earn the attention of potential prospects. The playing field of marketing and sales has changed dramatically.
One such solution is finding a group of marketing sleuths in your organization. Look for people with a varietyofability, suchashaving a keen sense of solving problems,peoplein your marketplace looking for change and even good thinking customers.The resultis mixing all suggestions and ideas in a marketing blender and spilling it all on a table for you and your team to sort out.
You need to arriveatideas which is the right marketing content and communication channels that can reach your contacts and temptthem in ways with a compelling mix of opinions and insight in today’s economy as transformed by the pandemic within your industry.
So much of the knowledge and thought leadership from the people on your list thatworks them may also work for your company. You need to stop thinking that the pandemic will somehow disappear, and everything returns to normal. So many of the normal ways of attracting customers are no longer useful. Business’s small and large, are laying people off every day.For example, when was the last trade show you visited?
Comment and offer at the end of this post.
Delegate a technical customer manager.
This role is for someone that sees the value of the science of data analytics and the art of marketing. Then, make itin the employee’s job description and might include incentive pay. Goalscould be copywriting, using printed materials, landing pages, personalization, digital, and whatever is collected fromprospects and customer segments. Without a single ‘owner’ to take responsibilityon marketing, sales activity and response of testing, the investigation is often disorganized, and the results are inconsistent.
If you are a company who believes in and use some of the concepts ofa customer-centricmarketing strategy, you probablyhave an advantage with communication channelschoice.Conversely, if you are not a fan, you need to start.
Just the other day I saw these two headlines.
Walgreens Marketing Moves into Mass Personalization
Mercedes-Benz marketing boss: Our customised agency is making us more human-centric
Customer-centric marketing, or whatever you may call it, is a known marketing strategythat works.
Experiment with a little bit of this and just a touch of that.
Think of customer-centric marketing as a consistent delivery of value to each customer. Your company marketing and sales must be centered on listening to what your customers wantand have a particular opinion, belief or ideasusingmore ways for building business relationships with personalization.
Our second strategy, data driven marketing isalso based on personalization.It assumes that you know something about the contacts to whom you are mailing, emailing, or sending to a landing page and so forth. It’s an effective way to keep customers spending their money on your products and services, by understanding their needs
Number three, a digital marketing strategy, design solutions for your business to attract and keep customers, get end-to-end visibility into all marketing and selling campaigns, from impression to revenue. You need a customer-focus mentality (personalization) to see and understand why your customers buy or not buy.
Digital marketing is a goodmarketer’schoicefor the near future.
Direct mail, websites, email, advertisements, even content marketing, are a few of the communication channels, you may use today. They each have their pro’s and con’s. But this is a challenging time with so many unknowns.
At this point in time, what works? Marketing and sales?Are the salespeople getting appointments? Are they still making sales? These questions need answers. Staying on the same course may work for now, but for how long?
Depending on your answers, your new technical customer manager will have her or his back to the wall, to have answers you needto compete in the pandemic marketplace. Ease in other company contributorswith theirspecialties in the wheelhouse. Challenging times can uncover thought provider ideas or insights that may enhance marketing and sales success.
The only known that I am sure of, is not to do nothing. I recently read an article on the CDC website that this pandemic may last through 2021.
Your advantage is what you decide on doing now, going hard after new and present business, will keep working for your company in the new world you are facing when a vaccine is available for controlling and ending the pandemic.
Could you comment how your company has changed the way they are marketing in the pandemic.?
Conversely, if your company is facing tough times in marketing and sales, send me a note or comment about your situation and I’ll be happy to share some suggestions.
Everyone who responds will become a subscriber to our Direct2Customers community.
Thanks for reading and please share with others – except your competition! Your time is genuinely appreciated.
Learning and doing, marketing, and selling ideas, is what you’ll find at your Direct2Customers community.
but pounce on them with an offer they cannot refuse.
Direct and digital marketing is a combination of words, pictures, and ideas. A great visual tool without compelling words often goes unnoticed. Great words without the ability to attract the consumer’s attention often doom those glorious words to oblivion. Great visual images without substantive words and ideas often diminish the result.
At times, your audience may not understand a visual. Many have heard of the Pareto Principle, but after seeing in use in a post or an article, it deserves a trip to Google to answer people’s questions.
Use another pause visual to slow or stop the reader to check it out. Make sure a post or solicitation opens in another company web page so the trip back for the visitor returns to the original location. Also, this is a clever way to explain the definition of a word or phrase.
Do you know your competitors, directly or indirectly? Find out before you read their product description after seeing their product in a photo or video. You may say, “Now, why didn’t I think of that?” Or, “this new product will kill us.”
Each example is important, but prospects and customers will overlook the best words and most monumental ideas unless something grabs their attention. Producing “grabbers” work well with about any communication channel today.
The grabber for direct mail is the design. It’s the proper mix of color, shape, size, illustrations, photos, and typography.
I know what you are thinking. If you said your digital and social media communications could use a design makeover, you are correct. Try it. You won’t be disappointed.
A good headline accentuated with a photo or art is “a double whammy.”
Bright colors and bold graphics set your work apart. Illustrations are easily editable to fit your brand and can even be more universal than photography. Let Vector illustrations help your next project wrap up a punch.
Focus on creating a “how-to” or “why” or a “number series” while adding value and/or supplying entertainment in the form of a photograph, vector art, or even a short video or GIF.
As we learned in Direct Mail 101, the how-to is powerful because it engages the prospect on a deeper psychological level. It’s self-centered and most of us pay more attention when we hear “how-to and whatever follows after it.”
Try using a catchy relevant headline in the email subject line and see your open rate increase. Go a step further and add visuals with copy.
How to Reach a Qualified Target Audience… and motivate them to seek you out!
Momentum is not only a powerful force; it can keep people in motion. Eventually, when focusing on a segment of your contacts, such as once-buying prospects, you will learn how to qualify them.
The copy and the photo are enough to draw the reader in to the post. The copy can appeal to a human emotion.
Ask a question in the headline.
“What marketing communication channel delivers over 700 million messages each day?”
Curiosity can draw many reasons to find an answer. A good copywriter will add more subtle information. Like, in…
Subhead. Hint. Something you do with marketing.
The answer is 700 million of letters and parcels are delivered yearly by the United States Postal Service. When you decide to use the US Mail channel, it’s a good guess the contact will get what you sent.
Thinking of using direct mail?
When designing direct mail, many people tend to be overly concerned about the individual design elements in the piece. Such as:
How does the headline look?
Should we put a few bullet points here?
How about some added color here?
Stop! Always try to look at your design. Stand back from your thoughts and look at it as you would a cool piece of art.
Imagine the blocks of text, the headlines, and various color blocks and photos as design elements – squares, circles, rectangles. Look at what stands out and what doesn’t.
If you want to learn more about this communication channel, direct mail, visit our Direct2customers.com and visit the Library of Marketing. There are a variety of sample writings. If you have a specific need send an email to Mdoc@direct2customers.com.
Thanks for reading and please share with others – except your competition! Your time is truly appreciated.
Learning and doing, marketing and selling ideas, is what you’ll find at Direct2Customers community.
that will lead you to better and stronger business relationships in your marketplace.
The main goal for today’s direct marketing mail department is to get someone to buy your product without killing your marketing budget. Sounds simple enough, right? It’s akin to a road map. You need more than one communication channel to alert your customers and prospects that your company has the best product for their needs and wants. Thus, a direct marketing mail customer map is well worth building. Here are few ideas on channel selection to help you get started.
Direct mail map.Most, if not all direct marketing mail professionals have a very strong motivation gene in their DNA to go after the consumer tooth and nail. For instance, they need to write powerful copy. Direct marketing mail copywriters know they need to get the reader’s attention and follow up with an offer no one can refuse. Don’t neglect specific design tactics which will attract the reader bychecking out your mail piece. Increase frequency of messages is why you need to select another channel. For example, like email within your budget.
Email map. Some see it as a competitor, but it is a rather large marketing channel you should not ignore. Why? Email is a good channel to use with direct mail. The most obvious technique is to announce your direct mail campaign a few days before it arrives. Another way to boost response is to follow up on a direct marketing mail campaign with an e-mail message. A third strategy is to run parallel campaigns. Your direct mail piece and e-mail are timed to arrive at about the same time and present a very similar offer.
Landing Page map. Landing pages with CTA’s, (call–to–action) are designed to get a response, working closely in conjunction with a direct marketing mail strategy. Similar copy and design in the mailer, will help pull the reader into your message. They give readers the exact information they need to say yes and demonstrate how easy it is to place an order. Direct marketing mail can make a buying experience more enjoyable for your customers and you can measure the effectiveness of different advertisements on landing pages. Working in a B2B company, landing pages are a necessity even when using them with email.
A digital mailbox map.In a rather innovative way, any direct marketing mailing list you purchase, may offer you to match mailing addresses to arrive at an IP address. Once the business IP address is determined, every time someone goes online, a very similar looking and appealing banner ad pops up on their screen. Even the US post office is jumping on a marketing innovation. They recently released Informed Delivery and get this, it’s free. An article that offers more information on this unique tool is found on an a recent post.
Don’t forget, the more channels of communication you use, the more impressions your message makes, increases the likeliness of reaching your contact or even making a sale.
As people search the internet, visit discussion groups or other social media channels looking for resources, there are many answers you need to contemplate. When customers enter such a sea of solutions, looking for other channels to add to direct marketing mail, there are many different types you may encounter.
Learning more about your customers adds to better response. Strategically, a customer–centric marketing strategy offers you a different perspective about your customer purchases, which is a use-able tactic in future marketing campaigns. Yes, it is time-consuming, but extremely rewarding. Your customers will tell you a lot about themselves when they make their purchases. Record this data and use it in future marketing campaigns to determine it’s worth.
Thanks for reading. If you have a question or comment you would like me to answer send your email to Mdoc@direct2customers.com. 800-251-3608