First, you've got to get your mailing opened and read. Next, you've got to communicate your offer in such a way that it's retained and used. And finally, your discount device has got to be as durable as it is memorable, so it doesn't disintegrate or get lost in the growing stack of stuff that's filling your customer's or prospect's wallet.
Designed for CMO's, Content Marketers, Marketing Managers and other strategic decision makers, the Target Marketing Resource Library is the premier source for free marketing best practices and case studies.
Have some good white papers or case studies? Contact Drew James to contribute.
Does it feel like you’re digging deep into your data and only finding random details on your customers? It can feel like being an archaeologist looking for Medieval insights and finding a 20th Century dump of random labels.
Direct response writers are always on the prowl for words to make their marketing concepts more compelling and more effective in generating a click, a call or a store visit. A kit is comprehensive, complete and everything you need. Calling your product, offer or mail piece a kit makes your customer think differently about you and what you're offering.
It was a blustery January morning when I mustered the courage to march into my creative director's office and ask him why he wasn't using a senior staff writer (like me) to write the copy for Fingerhut's new insurance program. I was bored with polyester pantsuits and burned out writing about cookware. I wanted a challenge. I wanted to write insurance copy.
The truth is out there: It most likely is in your own data. Depending on what you need from your own statistics and what your level of understanding is, there are tools out there to match you to what you seek.
Whether you're a writer, creative director or approving manager, here are some of the "little things" to look for and add to marketing messages to hook the interest of prospects. (These tips work across all channels selling both tangibles and intangibles to consumers and B-to-B customers.)
There's a ton of technology out there to support marketers, so let's throw another one out there: Deep Learning. You've heard of it. Now what is it? And do you need to know what it is? The answer is yes, soon you will.
I was schooled in the fundamentals of direct marketing while a senior writer at Finger-hut, and it was drilled into me that you never add anything to a control package unless it has the potential to increase response significantly. Moreover, that increase must more than pay for itself.
Whether you write, approve or read and respond to letters and emails, I think you'll agree the first sentence of copy is critical for grabbing your attention. It sets the bait for hooking scanners who become readers who then turn into responders. It's a hot spot for the reader because it's one of the first places the eye looks for the answer to the question, "What's in it for me?"
I repeat: Repetition works especially when it's used as a strategic marketing tool. As a writer, I've learned from experience it increases the likelihood of capturing attention and generating measurable response. Try these tips for using repetition to fuel more clicks, calls, mailed-in cards and visits to your store or website.
Direct response writers (and their readers) know that one of the most powerful motivators in the English language is a four-letter word. It's the word "free." “Free” nudges fence-sitters by eliminating risk. It rewards the deal-seeker in each of us. And it's a tool for separating you from the competition.
Music makes explainer videos pop, adds excitement to slideshows, and gives your live and online sales presentations a “wow” factor. But if you’re not a musician, or have few on call, how do you source — or even make — original music, loops and sound effects that will amplify your message, entertain and connect with your audience?