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.
Imagine if you were able to accelerate your marketing message frequency to customers,byboosting response using strategic marketingin direct and customer-centric marketing?Next, imagine directly reaching customers online with a dash of traditional marketing, such as email for example,with a higher frequency of response, building and writing a series of relevant marketing messages.
If you like this idea, here’s how to start.
Learn how to study your marketing data.Today, your company mustcapture and study marketing data,to determinewhat you need if your goal istoincrease sales. The best way to startis by buildingcustom marketing segments based on customer data.It will allow you tosendspecific messages to like-minded buyers from your database. Maybe you’ve thought of testing marketing segments, but time slips away. Today it’s not a dream. You cancreate data–driven direct marketing with ideas from your traditional marketing resultseasilyby using anothercommunication channel, such as email.For example, if you’re a small business-to-business company with 500 or less employees, it’s a good time to learn how to build a company specific multi-channel marketing platform.It canleadyoutowards a fair share of new or larger corporate customers. Borrowing a few customers from your competition is also within reason. If that’s your goal, a customer segment project will cause companies to stick around. Learn how byreading the next 5 points on customer acquisition.
1. Don’t waste time on building a strategy.
Yes, tongue in cheek.The best strategies we always recommend is direct and customer-centric marketing strategies, developed for company growth. Think of the direct marketing strategy asa message sent directly to a prospect or a past customer. The customer-centric strategy means you know something about your contacts and customers to deliver a relevant message to their needs. Check out the article in this issue of Direct Marketing Success;“How a multi-layered personalization can snag a few more customers…when something is known about the recipient which provides a significant benefit for advertising.”It’s guaranteed to stimulate an idea or two.If you are hungry for more information using segmenting in your database,it’s a great article to help you understandwhat you need toincrease your customer base.Start tinkering with personalization and customer segments as such and you’ll experience first-hand how the two work together in great unison and see the resultsfor yourself.
2. Use a silicone emollient,such as learning customer data,that keeps your marketing running on all 5 cylinders.
Data, data analytics, and data management are the work horses that hold your marketing platform together. If you feel that dataanalysisis not your strong suit, find someone who does understand marketing data. There are more people available today who understand and can interpret the appropriatedata for you. Start and stay in a learning mode in your quest to understand customer data. Steady the course and avoid trying to do more until you have a better understanding of the assembled data.The more you know, the more your campaign will growas well as the marketing segments.
3. There are many advertising channels to choose from.
If you feel there is a lack of customer data, staythe course.Test your assumptionsand learn morefrom existing customers. Test your ideas by talking to a select group of your best customers.Next, use direct marketing mail to reach other contacts. Direct mail is usually a great place to start data collection because everyone has a mailbox.Add email to the mix of direct mail. Using the Pareto Principal, 80% of mail business addresses have an email address. If you start out with direct mail, use a simple website landing page to capture additional email addresses from those who have purchased from you in the past.Offer something free. For example, agift to offer a percentage off their next purchase.Eventually, you’ll have enough information and data, which will make multi-channel your double-digit marketing response of choice.
4. Besides having an address, use direct marketing mail techniques, specifically for creating offers.
Most, if not all direct marketing professionals have a very strong motivation gene in their DNA to go after the consumer tooth and nail to make a purchase. For instance, powerful direct marketingcopywriters can use the right words and craft creative offers.Copywritingprofessionalsknowthe importance of an offer no one can refuse. Bring in the customers with dazzling design,pulling the reader into the mail piece, to consider an offer. Lastly, frequency of messages is like finding a pot of gold, especially if you can do it below budget!
5. Customers like to play coy.
In today’s economy, prospective customers don’t want to be sold to. Customers can decide where, when, and how they want to interact with your company. They want to make their own decisions. This decision could be in your first contact, or after two months of messages before there is any contact.With the capability of better web searches, the growth of social media and even communication with business associates, there is literally a mountain of information available to gather for the next copywriting project. That’s a big reason why we knowfrequency is an important direct marketing tactic.When used with multi-channel communications, you can collect additional data to record, and even sell products and services.Cross-selling and multi-channel communications get a better response. It even makes your customer service better. The list of accolades for a great customer information and list data is a job no one regrets tackling.
Customers that receive relevant messages tend to respond higher. Revenue increases with every marketing campaign. Add as much information as possible to your database. Data is the key for better business and more business for the future. Start today. Thanks for reading. I can be reached at Mdoc@direct2customers.com or phone 800.251.3608 (USA)