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.
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.
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(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.
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.
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.
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Here’s the kicker. Using the FREE learning content and member suggestions will propel you to blow the competition away.
For example, in our Library of Marketing there is a massive quantity of copy, articles, papers, reports and more just for the asking. All the marketing content is based on our concepts, “learning and doing,” for people who want to be the best at what they do.
In today’s marketing and selling, you need a better understanding of the way prospects and customers act. Record the actions you observe and share them with your team. Learn how to communicate with prospects and customers. Start to build profiles of your prospects and customers. Why? Not everybody responds in the same way. Everyone does not have the same problem.
Remember, the people you meet may have similar personalities, but everyone is different. In addition, you need to learn about the competition, direct and non-direct. If you want to create better marketing and selling, you must learn about your marketplace and record the “doing” that worked and others did not.
As you scroll through the community web site,direct2customers.com, there aremany FREE marketing and sales content articlesthat you can request. If you don’t see something you like, send us an email and in a few short sentences discuss your problem or need.We’ll match your request with a selection of articles and send them your way.
Even if you have more questions, we’ll answer you directly once you become a member.The community goal is to have members help other members. As content is requested, we’ll add them to the Library of Marketing for everyone to access.
When you visit this web page, you’ll find two offers. There are two free modules out of eighteen, Situational Analysis and How to do Market Research and Analysis. These two modules are the most modules requested. Choose one and contact us for how to ask and use the questions found in both modules. Gather your team and copy or record their answers. You should ask management as well. Send you answers to us or call 800-251-3608 for a free appointment to discuss the answers with you.
The eighteen modules in our e-book can help you build a better company, by enhancing your marketing and selling. Each module will help you think of better ways to operate your company at a higher level. After you sample this Q&A and analysis of your responses, email or call 800-251-3608 and discuss how to buy the Custom-Made-Marketing E-book and ways to use the book.
Remember the Rule of Three: Thinking Visually in Threes
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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.
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.