1-2-3 Elementary keys to direct mail success

 http://youtu.be/Wh1Pry1yUjI   (Len Barry, Hullabaloo, go-go boots, The Pony....  The 60s were fun times.)

Success with direct mail is really as easy as 1, 2, 3.  Whether surface mail or -mail, it's a great way to get response from a defined audience.  Just watch these three things:

1.    THE LIST

Of course, you want your message to reach the RIGHT people. So having a good list is critical.  If you’re purchasing a list, ask to test a small number of names before investing in the full thing.

You can expect 1-3% wrong addresses.   Keep track of the number of bad addresses.  You may be able to get money back from your list provider if you get more than 3%.

2.    YOUR CREATIVE

Think of all the stuff that collects in your inbox.  A mailer needs to break through that clutter.   Entice the recipient to open and read it. 

So have some fun. Maybe take a risk.  Different creative approaches can be tested to find what works best.

3.    THE OFFER

Direct mail is all about response.  So offer something attractive to spur it – a trinket, rebate, coupon, or informational pamphlet.  Be creative.  You can test offers, too, to find the one that works best..

THINK! The importance of planning

The Queen of Soul said it well.  THINK!

I happen to think that thinking before you act is critically important.  That's why I advocate developing a marketing plan.  But how about you?

Does the idea of developing an annual plan for your activities make you wince? Recoil in horror? Break out in hives? If so, you're probably laboring under some serious misconceptions.

MYTH: Planning takes too much time.

REALITY: Taking time up front to establish objectives, define your audience and messages, and determine preliminary budgets saves you time later. Your programs will be on-target and yield better results. Plus, setting objectives means you have something to measure results against so you can improve programs over time.

MYTH: Planning is expensive.

REALITY: Planning can make your programs more cost effective. As you plan the year you can create a projected budget. This allows you to pre-determine how much money to allocate to each activity. If you're comparing results to objectives, you can direct funding toward programs that work best.

MYTH: Plans are rigid.  We'll be locked in.

REALITY: Good plans are living documents that evolve based on market conditions, product development timetables, you name it. While planning requires discipline, plan implementation requires an equal measure of flexibility.

 http://youtu.be/hsL9UL9qbv8

Respect the customer. 7 tips to make sure your marketing does just that.

http://youtu.be/6FOUqQt3Kg0

 R-E-S-P-E-C-T   You know what can happen if your marketing messages don't respect your customers.  Think DOOM and DISASTER.  Think New Coke!  Here are things you can do to avoid these bad outcomes.

1. Do your homework.  Study your customers.  Find out what that they like.  What they do.  What they want and need.  What's important to them.  
2. Apply what you learn.   After you've gathered the information, analyze it and find where you can meet a need...solve a problem.  Make that your core message.
3. Be interesting.  You need to grab attention. It's hard to bore someone into buying.  Maybe humor will do the trick.  An intriguing visual and headline.  An eye-catching presentation.
4. Be engaging.  The very best marketing doesn't sound like marketing.  It sounds like one person talking to another.  A conversation.
5. Tell the truth.  Folks are very good at sniffing out untruths.  And they're suspicious of hype.  Why risk ruining your reputation with even a small fabrication?
6. Be persuasive but not pushy.  You have a good story to tell, so tell it.  But if you get too aggressive, you may get pushed back.
7. Invite feedback.   Check with your customers to see how you're doing.  What you learn can inform future marketing and make your programs better.

 After all, showing respect is key.

http://youtu.be/h7ZGevA4T5E  (Check out the back-up singers!)

Don't you forget about me

http://youtu.be/Y_9sB92dJzM

Who remembers these 80s classics -- the movie, The Breakfast Club and the song, Don't You Forget About Me? 

When you're running a business, if you want success, you don't want to be forgotten. It’s not just about what you know OR even who you know, but WHO KNOWS YOU.

Selling starts with awareness because prospects need to know about a product before they’ll buy.  But awareness is so basic many business people overlook it. Sadly, lack of awareness (being forgotten) will stymie business growth every time.

How do you create awareness? You need to be visible. These tools can help you:

• WEB/SOCIAL  Electronic channels are quickly becoming essential.  You'll need to figure out which ones your audience uses and how.  Then develop a plan for how you'll use the vehicles to reach the right folks with the right messages.
• ADVERTISING: Often the most effective and cost-efficient way to create awareness if you have a broad audience that can be reached through publications, broadcast or other avenues.
• PUBLIC RELATIONS: Product releases, features and case histories can get the word out about your product. This can be a slow way to build awareness, but the cost is less than advertising.
• DIRECT MAIL/EMAIL:  A good list is essential – whether you’re sending your message email or surface mail.
• TRADE SHOWS/EVENTS: This is like retail. Attendees come to learn about new products, to “kick the tires”,  and they may want to be entertained as well. This is your chance to add some flash and sizzle to your presence. Make it fun, but make it meaningful, too.

A combination of all the above can be very effective. Just be sure to repeat, Repeat, REPEAT your message over time so it sinks in.  Don't be forgotten!


http://youtu.be/Y_9sB92dJzM