As I have indicated in previous issues, a magalog is a refreshing alternative to the traditional direct mail package and possesses a longer life span and a greater “pass-along” value than other direct mail pieces. A magalog cover can even give a product or service a new look. For business-to-business, it is more likely to get by the mail room and gatekeepers. And for consumers, it has a dramatic impact in a market segment that isn't used to seeing that type of format. In the last two issues, I explained what a magalog is as well as steps you need to follow to create a successful magalog cover.
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Last week, I gave you the first of several steps in creating a successful order page for your webite. If you missed last week’s Direct Marketing Update, click here. I told you about the importance of making your ordering process seamless: if it takes your customers more than one click to process their order, they will likely leave your site. So let’s talk about how graphics can be used on your order form to help, not hinder, your response. Use graphics that direct, not distract, the readerFirst of all, only use direct response graphics. These are graphics that direct your prospect’s eye toward the sales points you want him or her to read.
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Mailing to the wrong address or the wrong person is a costly mistake to your direct mail campaign. Studies have shown that business addresses change, on average, at a rate of 1% a week. This adds up to about 1.7 million moves annually. It's not just the company's addressIn addition to company address changes, you also need to pay attention to who is still employed with the businesses you are mailing to.
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When writing copy for your direct marketing campaign, you only have a few minutes or even a few seconds to grab the attention of your prospects. That’s why you must choose your words carefully. As they read, the copy must continue to arouse their interest. Avoid anemic copy and generalities. For example do not say or indicate that:
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In the past couple of issues, I discussed some of my favorite direct marketing tools, which include magalogs, bookalogs, catalogs and reportalogs. These formats are great for promoting your product or service. They showcase the item in a magazine lay-out, which generates interest among consumers or business prospects who would otherwise ignore the marketer’s direct mail. Let's look at the results of two magalog test covers I created for one of my clients, Health Discoveries & Innovations.
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In the last issue I discussed the benefits of magalogs and how they are extremely effective for both business-to-business and consumer marketing. I also gave you examples of magalogs I created for my clients. As you might recall, a magalog looks like a magazine but focuses on selling one product or service. It has an editorial feel mixed with powerful direct response copy that informs and provides value, but also sells.
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Placing graphics in your advertisement, direct mail piece or website can be risky if you neglect to use direct response graphics. Typically, the eye travels from the upper-right-hand corner across the top of the spread, then down the far-left column, and across the bottom of the spread. The gutter is the last place the eye travels. Therefore, it is a good idea to place photos facing into the page and either above or facing the copy.
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How well do you respond when your customers purchase or order a product or service through your website? If all you do is send them what they ordered, you might be missing out on a golden opportunity to communicate with them and retain them as long-time customers, instead of just one-time shoppers. More and more, you may recognize that companies such as Travelocity, VistaPrint and Dutch Gardens respond to new customers with a welcome email, or often even a special promotion.
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You entice your prospects to your website and get them to click through to your product or service and finally reach the order page... But then something horrible happens: you lose them; they are gone—off your website and onto some other site. So what can you do to get them to complete their purchase and, even better, come back for more? Well, I will share with you “11 Web Order Page Essentials” in the next couple of issues.
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Often, it is the simplest of rules that can have the most dramatic effect on your direct marketing campaign. Indenting is a small but powerful rule to follow when constructing both online and offline copy. A direct marketing rule-of-thumb calls for indenting paragraphs 3 to 5 characters. (Microsoft Word's default of 0.5 inches looks amateurish and puts too much white space between words on the first line.) Research has proven that your reader’s eye is able to focus better when you indent every paragraph.
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I use a wide variety of direct mail tools when creating direct marketing campaigns for my clients, but some of my favorites are magalogs, bookalogs, tabalogs and reportalogs. These formats always do extremely well in boosting response—and they are great tools for promoting the clients’ products and services. Recently, I tested two magalogs covers I had created for my client Prosata. The magalogs were aimed at consumers who worried about prostate problems. Both magalogs contained the same information inside and both featured a picture of Dr. Larry Doss.
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In direct mail, the most common formats are:- Envelope mailings
- Postcard mailings
- Self mailers
There are, of course, many other formats, including magalogs, catalogs, bookalogs, three-dimensional mail and much more. The power of the magalogThe magalog has been growing in popularity for about 15 years. It is an excellent way to dramatically present your product or service.
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While most people who blog aren’t in it for money, about 15% of bloggers are. Of those, only 8% have reported monetary success from their blogging talents. Defining bloggingJust in case you’re unfamiliar with the blogging world, let me explain. Taken from the term weblog, a blog is a personal journal kept on the Internet. Blogs offer opinions on anything from politics to preschool. Many business owners and entrepreneurs are trying blogging as a method of developing relationships with their prospects and customers.
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If you think that the only email your customers and prospects would consider spam is email sent without permission, you’re wrong. A recent survey indicated that 55% of consumers define "spam" as anything they don’t find interesting, and that includes permission email from companies they do business with. Getting trashed in the Christmas rushDespite the fact that consumers are more inclined to order online during the holiday season, it is also a time when they are more inclined to trash email messages. Too much to look atBecause people receive such an influx of email during the Christmas season, they tend to be overwhelmed and instead of reading your offer or promotion, they disregard it completely.
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In the last couple of issues, I talked to you about the danger of complicated words and complicated sentences in both online and hard copy campaigns. But believe it or not, there is something worse: complicated paragraphs. You never want your consumer or prospect to have to reread one of your paragraphs or, even worse, not attempt to read it at all. Keep it simpleYou need to remember, regardless of who your audience is or how well-educated you think they are, your paragraphs should be at a ninth-grade reading level.
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Everyone is attracted to the word FREE. However, sometimes it takes a little more than just one free offer to get your prospects to bite. Often when I speak at direct marketing conferences, I’ll offer a free 15-minute consultation or a free subscription to my newsletter, which is packed with direct marketing tips. Test: Recently, an Internet test was conducted to see what would entice people to sign up for a free email newsletter. Test A: The landing page listed all the benefits of subscribing to the “very valuable newsletter.” Test B: This offer was for both a free subscription of the newsletter and a free “Special Report.”
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Last week, we talked about using premiums as a tool to generate leads. Here are 3 important tips on how best to use premiums- In a lead generation or direct sales campaign, the premium should often be at the very beginning of the letter. This tactic focuses immoderate attention to the premium. However, keep in mind this will work only if the premium and the product are related to and complement each other.
- The premium needs to be appropriate and attractive. Make it so attractive that your prospect can't walk away from it.
- Create a kit by using a multiple number of premiums. For example, you might want to...
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Most of your prospects won’t take the time to read a sentence more than once. So make sure every sentence in your direct marketing campaign hits home the first time around. Last week, I gave you some insight about using complicated words and the damage they can cause to your copy. Well, the same rings true of complicated sentences. In writing offline and online direct marketing copy, keeping your sentences simple is an important rule to remember.
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Testing your offer is one of the most valuable steps you can take. That's because results from an offer test can often be counterintuitive. Until you test, you really can't be sure what it will take to entice your customers to respond. If you offer them too little, it won't be worth their time. However, if you offer them too much, they might be skeptical of your motive or that the offer is really what it says it is. Recently, a company wanted to test its offer for free Internet search advertising. Similar to Google, this company directed people to websites they were looking for.
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If you want to generate leads, include a premium. Whether marketing business-to-business or to consumers, this critical but often-overlooked strategy will increase your response.
Choosing your premium
Test after test has shown that the very best premiums are those that are editorial, or informational, in nature. In business-to-business marketing, the editorial premium, such as a special report, should have an exciting title—one that inspires your prospect to desperately want your product or service. In consumer marketing, use a similar strategy. Make sure your title is hot and sizzling and demands your prospect's attention.
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