Not Every Direct Marketing Strategy Will Suit Every business

Not Every Direct Marketing Strategy Will Suit Every business

Here's 4 reasons.

Out in the country, nestled between farms, silos and other tall structures, the wind can change direction in a moment’s notice.

Change. Not the kind in your pocket or purse. More like the movement and direction of the wind. Plus, even in your audience and customer contact list.

How do you plan for a change? You have a plan?

You can pick up a book pertaining to your situation. So, if that is your choice, you decided on learning by reading. Depending on the answers you are searching for, that can be a smidgeon of books or thousands of books deemed for your situation.

You might try a search on your browser of choice. If you are lucky and found some interesting reading, you still need to determine if it is right for you. I did not say this would be easy.

 

All good things come in 4's

Check out additional information on proofing by clicking here for a copy of Direct Marketing Success newsletter, Vol 18, No.34, “Four Simple Steps to Sharpen Your Proofing Skills and Keep Your Good Reputation Intact.” In addition, you will find 3 more articles, “Ready to Get Serious About Email,” “The Right Time for Business Growth Starts Today,” and “What’s New in Direct Mail?”

1. Change inherently happens to a person who plans for change.

For example, people who work in marketing, advertising, or sales comes to mind. Yes, they understand change can happen at a moment’s notice. I was consulting with a firm, which used company employees to proof marketing and sales materials. An employee in accounting found a mistake but did not turn her copy sheet in on time. Unfortunately, they sent it to a print-shop. I recommended to my contact to call the printer and ask for a proof sheet prior to printing.

2. The best copywriting can capture more sales and customers.

These direct marketing professionals have a very strong motivation gene in their DNA to use specific words go after the consumer tooth and nail to make a purchase. It is the powerful copy and presentation of offers no one can refuse.

Each direct marketing copywriter needs a design that aligns with their copy and pulls the reader into direct and digital marketing copy. All direct marketing and mail specialists know the frequency of messages sent on a schedule is incredibly read. They also know, not every direct marketing method will suit every business.

Every contact in your list needs a variation in parts of the copy to get attention. When it happens, it is like finding a pot of gold. I base some variations in customer segments and their profiles in a database. Especially true if you can do it below budget. Check out my post, “The Art of Copywriting.”

3. Learn by reading, learn by doing.

Seek to understand your unique audience and customer base. Personalization of your audience and customers used with multi-channel or digital marketing may be a double whammy and produce a significant increase in responses. However, do not forget the intricacies of personalization. Today’s direct marketing must be beneficial to your customers. Memorable messages to your audience with your marketing goals in sight is to learn more about them and to please them.

Read any marketing journal or the many advertising service providers’ daily emails you will find across the board, from small business to the largest companies. Marketing copywriters appear to lack understanding when, how, and why using personalization. Or some writers do not want to know. Memorable messages to your audience with your marketing goals in sight is to learn more about them and to please them.

In today’s data driven marketing era, it is important to capture customer information to drive business and future marketing decisions. When you use personalization wisely and appropriately, it is a powerful direct marketing mail tool that attracts attention, increases readership, and invariably boosts the chances for a response.

For additional information on data and personalization, click here for a copy of Direct Marketing Success newsletter, Vol 17, No.32. And on the front page read, “How to Turn your Customer List into A Dream List.” In addition, you will find 3 additional articles of reading and doing.

  • How to Motivate Your Customers into Action,
  • Quantity vs. Quality and,
  • One Word When Not Used Correctly

4. A solution provider mindset works well with a learn by reading and learn by doing skill set.

How can a company know if they stage it for complete success for direct and digital marketing? What is a good way to identify gaps in strategy, to repair mistakes that testing brought about, and what they learned from the last campaign that made your strategy not as effective?

Asking questions in the previous paragraph, need solutions. You may have or may wish you would have created testing points, such as response, communication channel tracking and website traffic.

If you are using direct marketing mail plus digital marketing, there are testing methods available from the USPS and response results from Google Analytics. If you used email and website landing pages, there is data to collect from the email provider to gather information on how your website took part in the analysis.

As the questions add up, a wise person would visit Direct2Customers marketing community to kick start learn by reading. Marketing Doc, the librarian, works with each member of the community to find the right marketing articles or content to start on the right path, free. Which then leads to learn by doing.

Seek to understand your unique audience and customer base and then work hard to find the most effective way to serve them.

What are you waiting for? Sign up today. What are you waiting for? Download one or both Direct Marketing Success newsletters now!

Sum-up

View marketing as a science. Whatever product or service you offer your audience, everyone is different. The larger the audience, you must adjust your data collection and analysis. You will need to adjust or add new segments and customer profiles on a schedule. Change comes and goes differently within your audience. You are always reading and always doing.

 

Please share with others–except your competition!

Direct marketing copy is like a puzzle.

Sharing my time with you is not over at the end of a post. There are many ideas I experienced in owning a small business. My ideas about using and writing direct marketing and customer-centric copy are intertwined in the marketing, advertising, and selling content, articles, reports based on my philosophy of people learn by reading, then learn by doing.

Please join our Direct2Customers Marketing Community today!

Learning and doing, marketing, and selling ideas, is what you will find in your Direct2Customer Community. Join us today by clicking on the button.

This is what I do and what I love to do.

Thanks again for reading. Questions?

Mdoc@direct2customers.com or 800-251-3608

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Not Every Direct Marketing Strategy Will Suit Every business

The Art of Copywriting

The Art of Copywriting

When you write marketing copy, do you get tense?

The Skill of Copy

In the game of baseball, I asked a newcomer, “How fast can you make it from first to third on a single?”

If you write the marketing copy in the present tense, then you are likely to get a better response. By that I mean your direct-marketing copy will fall short of the mark you aimed at by making far off, distant promises.

For example –

  • Our product will make your cookies taste sweeter.
  • Our concept will make you sell more.
  • Our program will make you move up the corporate ladder.

When you use the present tense, you keep the promise and the payoff close to the reader – right here, right now, and get it today!

My colleagues in direct marketing always look for words that work for dollars. The present tense offers the reader immediate satisfaction now and not in the future.

Look at the simple corrections made to the three previous sentences.

  • Our product makes your cookies sweeter.
  • Our concept makes you richer.
  • Our program makes you reach that promotion.

Tomorrow always seems to be here before you know it. The present tense has the most direct marketing potential for record-breaking sales because it is here today, ready to sell and to deliver on every promise.

Remember, direct marketing copy pulls the reader in and makes an offer to get the sale now.

Getting Close to Home

I hope you made sense out of my little play upon the word tense. Because the alternative might be a double play! That is the skill of attraction.

I know some marketers say having many people on the fence waiting to buy would call that a success. That is not the right way of using direct marketing. Why wait when you can have the present tense working for you every day?

Another change of writing helps if you know how to go from first to third.

If you like posting testimonials supporting your product, go from the first person to the third person.

Writing in the first-person narrative means copy from the “I” point of view. For example, “I use product X every day and never miss another appointment.”

Writing in the first person is more personal sounding, but if nobody knows the person making that statement, it is boring.

Let us look at writing as the third person. This form of writing stems from the well-informed point of view.

For example,

“My name is John Smith, President of XYZ Company, and 99.5% who have purchased Product X, make more in sales than all the other products combined.”

The third person is more authoritative by mentioning the person by name, his or her position and further, by building a clearer brand image for company X.

When writing marketing copy, such as a testimonial, test it on other people, some you know, to see if the copy meets your objectives.

It is always helpful to remember. Direct to customers!

Please share with others–except your competition!

Direct marketing copy is like a puzzle.

Sharing my time with you is not over at the end of a post. There are many ideas I experienced in owning a small business. My ideas about using and writing direct marketing and customer-centric copy are intertwined in the marketing, advertising, and selling content, articles, reports based on my philosophy of people learn by reading, then learn by doing.

Please join our Direct2Customers Marketing Community today!

Learning and doing, marketing, and selling ideas, is what you will find in your Direct2Customer Community. Join us today by clicking on the button.

This is what I do and what I love to do.

Thanks again for reading. Questions?

Mdoc@direct2customers.com or 800-251-3608

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Do YOU Know the Three Important Letters in YOUR Direct Marketing? Mail? Email? Social? Lead Gen?

Do YOU Know the Three Important Letters in YOUR Direct Marketing? Mail? Email? Social? Lead Gen?

Well, I do, and I love to share it with YOU. 

Similar people say as the changes in technology are rapid, but not as fast, words in copywriting, direct marketing, mail, and lead generating, fade and flow in popularity. Some come and go, while others are constants for the immediate future, which is also shrinking.

Such words remain constant for a reason–they never lose their effectiveness. Next time when you develop copy for a direct marketing and advertising promotion, keep in mind the following staples in direct marketing vocabulary.

YOU!

A few old geezers in your past, probably taught you the first word you learn in copywriting. While writing copy for advertising, direct marketing, mail, sales, and so forth, you appear close and personal with your reader, referring to them as you. You speak to them one person at a time about features and benefits, interests, ambitions, and desires.

Like for instance, how many times the word “we,” “us” or “our” appear in direct marketing and sales copywriting, rather than “you.” If you are using these words, they draw away the attention from the reader’s need to you as a seller. Still, when using the word “you,” the message catches the eye directly toward the prospects and customers.

I reassure the folks reading the copy they are important that YOU understand their needs, wants and desires. Altogether, a copywriter’s first aim is to get the copy read. How to use the word “you” grabs the reader’s attention, which is more than likely will attract people to make a purchase.

Copywriters use the effective “you get,” copy focused on the “you.” Right now your offer is “You get two of these, and you get four,” never, “We give two of these and four of those.”

Test drive the “you” on your next copy for marketing and sales prospecting. Believe me, this can make a difference for you.

   Please share with others – except your competition! Your time is genuinely appreciatedPlease join our Direct2Customers Marketing Community today!

  Learning and doing, marketing, and selling ideas, is what you’ll find at your Direct2Customer community. 

  It’s what we do. It’s what we love to do. 

  Thanks again for reading. Questions?  Mdoc@direct2customers.com or 800-251-3608 

         

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QUANTITY VS. QUALITY…

QUANTITY VS. QUALITY…

(From DMS 17.3, article 2. Download the complete publication at the end of this post)

Which one scores your highest ratings in marketing and advertising?

In the past, having a conversion rate when using direct mail, one percent was acceptable. What was the conversion rate number?

First, let us look at another example. A response rate is an important metric for analyzing a mailing or any other communication channel your customers may prefer. But a high response rate is not always the best goal.

If you’re trying to generate sales leads for a high-dollar service where the contract might be over one million dollars, a single reply that results in a sale might give you a low response rate, but it would likely represent a significant return on investment.

Therefore, your goal is not to maximize response but to maximize profit. Direct mailers in the past century would continually buy more lists to increase their mailing number hoping to get more responses. Hence, the name, junk mail.

Some of today’s digital marketers love telling anyone that listens they have over 200,000 followers. Hence the name, digital flame out.

“Single focused approach, effective utilization of natural skills, creative choices, and self- belief is essential to achieve superior quality.” ©Famous Quotes, on their 1 2 3 Website.

Profit is a good thing.

So, how do we raise our profit? One way is a mindset of delivering an offer, direct to the customer, and add another channel, such email or social media channel, and test to verify your outcome.

Testing allows adjustments which can create a nice increase to maximize your profit.

While there is a lot of creativity that goes into writing and designing communications, testing should be a careful and disciplined process. This is another example of using science in your marketing efforts within our data driven era.

Test one item at a time. 

It may be temptation to test a variety of ideas in every message. If so, it is impossible to know what element is responsible for changing your results.

For example, if you use a new subject line at the same time trying a new segment, which change will affect your results? By testing only one change per message, you can immediately see what causes your positive or negative results.

If you want to improve your landing page conversions, then use Split testing, better known as A/B testing.

For example, use A/B testing with two versions of your landing page that are almost entirely the same but have one specific difference you want to test. For instance, you could A/B test which headline or offer converts more by creating one page with a headline or offer A and the other headline with an offer B. Half of your visitors will see version A and the other half will see version B.

Test against your “control.” 

A/B testing can work with any communication channel you want. Even your control can be an email that has proven to be a winner. Once you have determined a winner, you can test other email messages or formats against it.

This type of testing works like a contest, with the old and new competing against each other. If your control wins, you know you should continue using it.

If the challenger wins, you know you might have a new control and should consider emailing the new message or format instead.

While there is a lot of creativity that goes into writing and designing your marketing communications, testing should be a careful and disciplined process.

Summary

The key takeaway is to test one marketing or advertisement message at a time. Plus, check out your analytics for additional campaign insights for maximizing your profit.

So, by now we can assume, quality pays?

Read the rest of publication DMS 17.3 

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. 

It’s what we do. It’s what we love to do. 

Thanks again for reading. Questions?  Mdoc@direct2customers.com or 800-251-3608 

         

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Valuable information you need to know to fine tune marketing and selling in the Covid-19 pandemic.

Valuable information you need to know to fine tune marketing and selling in the Covid-19 pandemic.

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 variety of ability, such as having a keen sense of solving problems, people in your marketplace looking for change and even good thinking customers. The result is 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 arrive at ideas which is the right marketing content and communication channels that can reach your contacts and tempt them 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 that works 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 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 it in the employee’s job description and might include incentive payGoals could be copywriting, using printed materials, landing pages, personalization, digital, and whatever is collected from prospects and customer segments. Without a single ‘owner’ to take responsibility on 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 of customer-centric marketing strategyyou probably have an advantage with communication channels choice. 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 strategy that 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 want and have a particular opinion, belief or ideas using more ways for building business relationships with personalization. 

Our second strategy, data driven marketing is also 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 forthIt’s an effective way to keep customers spending their money on your products and servicesby 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 good marketer’s choice for 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 havanswers you need to compete in the pandemic marketplace. Ease in other company contributors with their specialties in the wheelhouseChallenging times can uncover thought provider ideas or insights that may enhance marketing and sales success.  

Summary 

The only known that I am sure of, is not to do nothing. 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. 

It’s what we do. It’s what we love to do. 

Thanks again for reading. Questions?  Mdoc@direct2customers.com or 800-251-3608 

                                                                               

 

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