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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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.
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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.
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.
imagination for converting more people to customers.
Let’s face it, the variety of ways to get a customer in a B2B or a growing business is an unknown number.If you were looking at a map of planet earth, the customer attraction tactic may be to send a message to everyone on the planet. Is there an app for that?
A ridiculous example? Absolutely. But honestly, it does feel like that at times, right? The one missing link in B2B small business marketing is the lack of creativity throughout the marketing strategy, planning, copywriting, advertising and sales.
Look at our creativity featured image. There is graphic design, branding, and print design. Print design for this post means whatever the advertising and communication channel is used to deliver your message.
The light going on in the persons brain starts the thinking about the next marketing effort. Scattered around are some of the tools required to use for building the strategy and marketing message.
For example, creating the copy for the campaign. When you start copywriting for the next customer message, but before sharing with your team, consider weaving creativity –
Your copywriting must grab the attention of the readers.
The copy must focus on them and not your company.
Differentiate your product or service from your competition.
Tailor your copy to relevant niche customer segments or profiles.
Use as many of your customer’s favorite communication channels as possible.
Tell them why they should buy from you and no one else.
This is about as quick and concise to mix creativity using direct marketing copywriting. But without creativity in your organization, you are lacking a critical tool which can keep your marketing stale.
Your company is not going to stay the same forever and that goes for your creativity.
Usually, a good product and service will help your company grow. As that happens some of the one-to-one personal dialogue become harder to maintain. Further, customers are evolving, the market is ever-changing and there is more competition, direct and even indirect that you face daily.Match your products to the wants and needs of as many customers and prospects as possible. Looking at this bigger picture, can help develop more creativity.
Salespeople need to keep their focus on customer needs and be creative.
The knowledgeable salesperson can start a conversation with a customer where they left off the last time they talked. When customer comments are added to a marketing database,reviewing thecommentscan make a marketing message more relevant to both parties. No time is wasted, and a good salesperson used it as a leg up on the competition. That was truly a branding moment at its finest.
Writing good proposals is an example of knowledgeable data users for use in sales. No matter how hard you try to piece together good copywriting, if your data is bad, then your copy is bad.
If your data is good, the writing will get to the point quickly. Your objective is to get the reader’s attention and attract the reader’s interest, quickly. Three to five seconds is a reliable model. The copy does not need to sell but to generate immediate interest, such as sending the reader to a website landing page. Another awesome creative moment.
In the age of digital marketing via numerous communication channels, people do not hesitate to move on to something else quickly. Even the fastest and most motivated readers cannot read everything they wish. When you are direct, and your readers know your point immediately, they are more willing to connect with you and eventually make a purchase.
As with all the direct marketing strategies, customer-centric, direct mail, data driven, and digital marketing, they work harder together when built with creativity. If you are into digital, try writing copy designed for mail, direct response, or direct marketing. This copy not only focus on direct-2-customer creativity, but uses customer data fromcompany segmentation tools, prospect and customer profiling and relevant copywriting leading to a potential purchase.
Direct marketing plus creativity, provides more ways to get customers to buy – such as:
Create a picture of your customers’ buying patterns.
Create customized offers for your marketing channels such as direct mail, email,sales people, advertisements, digital channels,or social media.
Create an increasing number of marketing responses, leading to better relationships and eventually, more revenue.
Learning what is relevant for each data segment.
Add and correct customer information into your marketing database.
The backbone of direct marketing copy is simple – reach your customers in a timely manner with relevant communication, a strong offer and a product that exceeds your customer satisfaction.
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 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