Creating Effective Direct Marketing Copy is More Important Than Ever Before

Creating Effective Direct Marketing Copy is More Important Than Ever Before

The goal of writing great marketing copy is to get people into taking action. 

Like buy my product or service.

The more you address specific human elements that motivate your audience, the greater your chances of moving them into action, calling, e-mail or buying.

So, what moves people, besides a big truck?

  • People cannot resist a bargain. People seek pleasure and satisfaction. People like exclusivity. And some are even moved by greed.
  • People seek to improve themselves. They want to save time. People seek security and safety.
  • People seek power, stature, fame, flattery from others and inside information. They are often envious, revengeful and proud.
  • People want to make money, save money, save time, stay healthy, become more knowledgeable, increase their status, boost their prestige.

This is a never-ending list as we try to understand the human mind and how it relates to purchasing your products and services. You need not attempt to solve the human condition in every direct marketing copy you write. But it’s recommended to learn continuously about your customers.

What you need to do is think carefully about what you sell, to whom, and how best to make them want to act.

It’s a complicated activity and, at the same time, it is easy. Your direct marketing must lead people to consider worthy opportunities to improve their personal situations. Train your mind to react to them.

It becomes much easier when you take the time to keep learning more about your customers and provide products and services that exceed their expectations.

Some of those expectations may even be in the preceding paragraphs. It’s all about learning and doing.

Thanks for reading. Ideas or questions? Mdoc@direct2customers.com.

 

 

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Here’s how to use a secret B2B marketing code…

Here’s how to use a secret B2B marketing code…

that will keep your business growing and growing.

Your customers and even a few of your prospects can be influenced to purchase your goods through a variety of marketing channels. There’s email, a call-to-action on a web page, text messaging, LinkedIn, and yes, even direct mail. It’s always recommended to use the channel of choice favored by the people you want to hear from you. 

Email marketing, as a communication channel in use today, is recommended for B2B marketing and sales organizations. Yet, there is a lot of talk about spam, fewer people opening their email, or just cherry picking the emails to open and read. 

Most businesses have a website. Along with the website, corporate email is a given. So, where does email come into play? There is a lot of abuse regarding email addresses. Besides spam, many people who promise they won’t share an email address, do. 

What makes a good B2B marketing campaign in today’s digital market?  

For starters, send an email introducing yourself and the company you represent. If Social Media is a good place for a B-2-B company like yours, do some checking on the competitors to see if they have a presence in social media. 

For instance, let’s say that a lot of lead time is the norm using customer acquisition programEven being cautious, sending an email to someone you don’t knowis usually not a smart move. Aggravate the wrong person with an unwanted email or sending the same email to a person who received it two weeks prior, you’ll likely lose your place in line. 

When starting a quest for new customers, play by the rules. Having prospects opt-in to your email database is a good rule to abide by. Adding another communication channel into the mix is a great idea. 

Email and direct mail were made for B2B. 

For example, direct mail is one of the safest communication channels to get information needed to introduce your company’s products and services. Aligned with email, you’ll find this is a great way to increase opens and response. Be patient. Your time is well spent on learning more about the companies you contact and their needs. 

Wait, there’s more. 

In the old days, maybe in 2007, email and direct mail started to team together with some forward-thinking companies. Tying them together with the World Wide Web using landing pages and call-to-action tools of direct marketing, these companies were getting additional responses from the contacts in their data base. Company personnel started smiling more with better open and response results using beginning new found segmentation usage with the company database. 

Many of today’s successful B2B campaigns are using a variety of strategies in direct marketing, direct response, customer-centric, data driven, websites and landing pages, social media, digital and content marketing with a variety of communication channels to reach contacts and turn them into customers.

Thanks for reading. I can be reached at Mdoc@direct2customers.com or 800.251.3608

 

 

 

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