|
To
keep spam filters from blocking Direct Marketing Update from
your Inbox, be sure to add craig@cdmginc.com and craig@dmu.ccsend.com to your list of safe
senders now. 
Greetings!
Welcome to the first full issue of DMU for 2010!
This week, I have a whole new set of response-boosting tips
to help you start the New Year off with a profitable bang.
In this
issue…
Direct mail: The most overlooked tactics for
success
How I used direct mail and online strategies to
generate B2B leads for The Weather Channel
Throughout the recession of 2008–2009, I’ve adamantly
reminded marketers not to give up on prospecting. Cutting your
prospecting only leads to lost opportunities that will put you
light years behind your competitors.
Here is an example of a lead-generation campaign
that got a response boost by using multiple formats during the
last recession that hit businesses hard...
Cable television giant The Weather Channel wanted to expand
the reach of their advertising by offering commercial spots to
local businesses. They had never tried direct mail before and
were skeptical that it could generate the quality ad sales
leads they were looking for.
They turned to my team and me with the challenge of
constructing an irresistible offer and campaign that would
reel in hundreds of new network advertisers.
Creative solution
I suggested a powerful offer that was impossible to turn
down: a low-cost value proposition that included full creative
for businesses who accepted.
Next, my team and I created a direct mail package,
including: a 4-page sales letter that clearly outlined the
offer, an eye-catching lift note to overcome skepticism and a
response device with a compelling drive to act immediately.
The recognizable and well-known Weather Channel logo was used
prominently on the envelope and throughout the piece to add
credibility.
 But the campaign
didn’t stop there. I also created a microsite for businesses
that wanted more information. Prospects were driven to the
site to get more information about Weather Channel viewer
demographics and spending habits.
Finally, on both the direct mail package and the microsite,
a no-obligation Advertiser’s Kit was offered as the perfect
way for prospects to find out more—and for The Weather Channel
to generate qualified leads. Along with critical information,
this kit also provided an offer for discounted rates plus 12
free ads.
And this is the little-known and rarely discussed tactic
for profitability or success: a powerful free offer for lead
generation.
As a result, The Weather Channel built up a database of
hundreds of leads, giving them an impressive running start on
the road to new advertising revenue.
Could you benefit from strategies that bring in and qualify
leads? Contact me at craig@cdmginc.com. Let’s see if I
can help.
Recession update: More winners from recessions
past
Here is an unmitigated fact: In a recession, companies who
reign in expenses and cut advertising costs do
not perform as well as companies who aggressively
increase their efforts.
In every crisis there is opportunity. In a previous issue,
we looked at the success of Kellogg’s Rice Krispies, launched
at the height of the Great Depression.
But that’s not the only enduring brand that was launched
during a recession…
- Kraft’s Miracle Whip in 1933
- Texas Instruments’
transistor radio in 1954
- Apple’s iPod in 2001
The lesson is maybe not worrying so much about “sinking the
boat” as “missing the boat” to opportunity.
To learn more, click here to
read my FREE online report, Recession marketing: 9
survival and growth strategies. Or, you can
contact me at craig@cdmginc.com. I’ll show you
what you can do to ensure you prosper in these uncertain
times.
Web marketing strategy: The power of
sight and sound
When clients come to me for a landing page makeover,
there’s one common error that shows up time and time again.
There’s no video!
Talk about missed opportunity! The reason I love video
marketing is simple: It can boost your response rates anywhere
from 10%–100%, depending on the value of your product or
service.
Consider these video options for your landing page:
- Product
demos. Nothing brings a product to life—and
reinforces how great it is—like seeing it in action.
Demonstrate why your prospects can’t live without it.
- Highlight your
spokesperson. What better way to attach a
personality to your company than by featuring them in a
video?
- Tutorials.
If you have a membership service, create a video showcasing
your members-only benefits. Or create a tutorial for
existing members.
- Video
testimonials. Set up a tripod and camera at
customer events to record testimonials and case studies.
- Outline the
problem/solution. Clearly show how your product
solves a pressing problem.
Best of all, creating a video doesn’t have to cost a
fortune—and you probably already have access to a location
that can be transformed into a quiet, well-lit set for your
shoot.
 To find out how easy—and cost effective—video
marketing can be, email me at craig@cdmginc.com. My team and I
would be happy to help.
To see a recent video I created for an investor relations
campaign, click on the image. This video is also on YouTube,
helps with SEO and is included in email, TV and paid search
efforts.
Copy tip: The latest spam triggers you
must avoid
 With the
skyrocketing number of spam messages sent per day, spam
filters have really had to step up their game. But that’s bad
news for marketers like you.
Here are some of the worst offenders that ratchet up your
chances of getting sent to the “junk” or “bulk” folder:
- Reverses aging
- Free investment
- Stop snoring
- Stock disclaimer statement
- Compare rates
- Free preview
- Free priority mail
- Claims about being in
compliance with spam laws
- Weight loss
- Serious cash
As you can see, these are particularly troublesome for
marketers in the health or investor relations industries.
But here’s a warning for all marketers: Remember that
although some words may be great in direct mail, they could
spell trouble in your email. Here are a few to avoid using in
email…
- Once in a lifetime
- Drastically reduced
- Get it now
- Special promotion
- Dear friend
- Free consultation
- Month trial offer
- Name brand
- No catch
- No fees
- No obligation
- No purchase necessary
- No questions asked
- Offer expires
- Take action now
- Terms and conditions
- Unlimited
- Why pay more?
Before I send out any email, I check its spam rating. One
program to consider is E-filtrate.com.
Testing corner: Which envelope would
you open?
The greatest headline in marketing history means nothing if
it never gets read—and it won’t if your envelope doesn’t do
its job.
The Wilderness Society—a Washington, D.C.-based nonprofit
that mails 2 to 3 million pieces a year—recently ran an
envelope test in the hopes of boosting results.
In a campaign to expand its member base, the organization
pitted a traditional single envelope against an oversize
window envelope. The intent was to create more intrigue about
the contents inside as they peeked through the window.
And when the results came in…it worked. The window envelope
produced a 35% higher response.
Why do you think it worked? Email your thoughts to
craig@cdmginc.com.
Action Items
- What’s your Marketing
Resolution for the New Year? Share it with your fellow
DMU readers. Email craig@cdmginc.com.
- Click the
Forward to a Friend button in the
upper-right corner to pass this Direct Marketing
Update on to interested friends and business
associates.
- Do you have a
recession success story you’d like to share? Just email me
at craig@cdmginc.com
and I’ll include it in my next issue.
- Questions about any
of these articles? Email me at craig@cdmginc.com.
I'd be happy to help.
Yours for direct
marketing success,
Craig A.
Huey
President
Creative Direct Marketing Group,
Inc.
email: craig@cdmginc.com
phone:
310-212-5727
http://www.cdmginc.com/
Click here to visit the
Direct Response Library. You’ll find
numerous articles from past issues of my Direct
Response newsletters that provide even more
valuable direct marketing help.
Return to top
CLICK HERE
CDMG Inc Home Page | Case Studies | Direct Response Library | Contact Craig | Direct Response Newsletter | Direct Marketing Update Archives
This
direct marketing newsletter has been prepared by and is the
property of Creative Direct Marketing Group, Inc. The
information contained herein has been carefully compiled from
sources believed to be reliable, but its accuracy cannot be
guaranteed. All photos and graphics are used by permission of
their creators. Reproduction or electronic transmission of
information contained in this report in whole or in part is
strictly prohibited.
Click "SafeUnsubscribe" below if you no
longer wish to receive Direct Marketing
Update. You may still receive other
communications from CDMG, Inc.
|
CLICK here for a FREE subscription to Direct
Marketing Update
If someone forwarded this issue to you, you won't get the
next important issue of Direct Marketing
Update unless you click above and subscribe
FREE.
Please click above to forward this issue to fellow
marketers, business associates, coworkers or anyone who can
benefit from the latest direct marketing alerts, tips and
strategies.
About Craig
Huey
Craig Huey is the #1 authority on accountable
advertising.
He's recognized as one of the top direct response marketing
experts in the nation.
In addition to publishing Direct Marketing
Update and the industry newsletter,
Direct Response, Mr. Huey is
president of Creative Direct Marketing Group, Inc., a
full-service direct response advertising agency, and InfoMat,
Inc., a postal and email list brokerage and management
company.
Email Craig at craig@cdmginc.com.
Craig’s 2010 speaking tour
has officially begun
Craig is hitting the road again to share his direct
marketing expertise at various conferences and business events
across the nation. Here’s where you can catch up with him
next month…
FreedomFest
World Economic Summit
Paradise Island,
Bahamas
February 2,
2010
3:45 p.m.
Marketing During a Recession: 12 Strategies for
Business Owners and Entrepreneurs
In this session, you’ll discover tested-and-proven
strategies you can use during economic uncertainty. For
example…
- The amazing secret to improving profits even during a
recession
- The #1 mistake businesses make during market slowdowns
- How to market your business effectively even with a
tighter budget
- 5 overlooked techniques to mine your database for hidden
profit
- And much, much more…
Click here to sign up or
learn more. Then email craig@cdmginc.com if you would
like to meet up.
Cross Media
West
Anaheim, CA
February 22,
2010
3:00 p.m.
Integrating Direct Mail and Online Marketing:
12 Powerful Strategies for a Breakthrough
Campaign
During this special presentation, you’ll be guided
step-by-step through Craig’s insider tactics for generating
maximum response and profits.
You’ll discover the secrets to online/direct mail
integration, including:
- The #1 blunder most marketers make
- 3 little-known ways to use online marketing to boost
direct mail response
- What never to do in a recession
- How to find direct mail success: What’s working and
what’s not
- Website and landing page copy: What 97% of all marketers
are doing wrong
Test results and visual examples will showcase advanced
direct response web strategies for consumer, B2B, lead
generation and direct sales.
To learn more, go to http://www.crossmediawest.com/
or click here for a
list of sessions.
To sign up, click here. Then
email craig@cdmginc.com if you’d like
to meet up.
Discover new profit-boosting
direct marketing secrets each month in the Direct Response
newsletter
Click to subscribe
Direct Response is the nation’s
leading direct marketing newsletter. And in each issue, you’ll
catch up on the latest test results, breakthrough strategies
and techniques to get you the most return for your dollar.
You’ll discover...
- New opening paragraph
techniques that can increase your results by 20% to 30% or
more
- 7 surprising website
blunders that lower response
- 8 tips for easy ordering
that will help you boost your response
- 4 little-known direct
response recession-beating strategies
- Fatal errors in preparing
industrial catalogs—how to avoid them while increasing your
responses substantially
Direct Marketing Update subscribers can
save $15 on a new subscription. Click here to subscribe now.
Did you miss the last few issues
of Direct Marketing Update?
Catch up here:
Bring Craig’s expertise
in-house:
Book him for an
in-house workshop or intensive boot camp
Let Craig Huey show you the proven methods for dramatically
improving your marketing results.
Besides creating winning campaigns, Craig Huey also teaches
his award-winning strategies and tactics at corporate seminars
and private workshops.
Craig is one of the most dynamic, entertaining and
sought-after speakers in the direct marketing
world.
Speaking nationwide and around the world more than 20 times
a year, Craig informs, inspires, challenges and provides
answers to marketers and management at hundreds of
companies.
Book Craig for your company event or annual sales
meeting.
You'll find out how to motivate skeptical prospects in the
current economy. You’ll learn how to create compelling
offers…target qualified leads…turn browsers into buyers…and so
much more.
Each attendee will walk away with new understanding and an
action plan for winning direct response marketing.
You want results from someone with experience who can
actually make a difference. That someone is Craig Huey.
Call Deb at 310-212-5727 Ext. 117 to
request information about customized seminars.
Legal update:
endorsements
The Federal Trade Commission (FTC) approved revised
guidelines for the use of endorsements and testimonials in
advertising. Endorsements by consumers, experts, organizations
and celebrities are all covered.
As we forewarned in a previous issue of
DMU (click here to
read it), bloggers are now required to disclose whether they
receive cash or freebies to endorse your product.
Click here to
read the FTC’s revised guides.
We will have a report on testimonials in an upcoming
issue. |