By Pat Friesen Four ways to use this low-cost tool. With more than 450 million mail-order packages being delivered annually, package insert programs are a versatile and cost-effective medium that deserves more marketing attention. Perhaps the biggest challenge is creating a package insert that grabs the customer's attention, which is likely to be more focused on what she ordered than on a package insert. You also need to keep in mind your insert probably isn't the only one in the box. Established programs normally insert from four to eight pieces and may have waiting
By Pat Friesen The how-to's of writing effective e-mail advertising copy are evolving, as with everything else on the Internet. And while e-mail copy has major similarities with other types of direct response advertising copy, it also has major differences.These guidelines for writing effective e-mail advertising copy should give you a headstart: 1. Think of your subject line as your headline. Write a subject line that is personally meaningful to your reader. A tip from experienced writers of e-mail copy is to keep your subject line short—from three to five words maximum. 2. Clearly identify the sender of the e-mail. It's the relationship
Get Your Mailing Noticed in Three Seconds By Pat Friesen What is your competition in the mailbox? Personal letters? Bills? Other direct mail advertising? Whatever the answer, you need to make your mailing stand out from the rest—leveraging your chances of getting your mail pieces opened and read. Here are some strategies on how to do it. Do Your Homework You've got to know what you're up against, so you must do your homework. • What is your targeted audience? Don't commit to a format or creative without knowing as much as possible about your targeted audience. • In which country are
By Pat Friesen Contrary to popular belief, direct response creative professionals—copywriters, designers and art directors—are neither magicians nor miracle workers. The good ones are creative strategists, who take the information they are given, then choose which tricks of the trade to apply (or not apply) to generate maximum response. The choices your writer and art director make and the reasons they have for making these choices play a major role in the success of communicating your direct response message, whether it goes out by mail, on the Internet, or in a space ad. What are some of these tricks of the trade?
by Pat Friesen What makes direct response copywriters and art directors different? Two things. First, direct response writers and art directors enjoy the fact that their job is to generate measurable response. Second, direct response creatives understand and appreciate the need for testing and beating the control. In fact, they thrive on it. Here are some suggestions for how to beat your control. Guidelines for Testing What elements should you test first when your goal is breakthrough creative? • Test those elements that have the potential to make the biggest difference in response. For example, don't test the ink color of the
By Pat Friesen So you make 80 percent of your sales during the last two months of the year? Would you like to flatten the peaks and valleys of the gift-purchase business? Do you want to increase your gift sales overall? You can do it, but it won't happen magically. You've got to be proactive about encouraging customers to use you as a source of year-round gifts. Here's how. Reasons to Give For starters, make a list of all the possible reasons your customers give gifts. Then remind customers that you deliver hassle-free gifts for all of these occasions and more. For "reasons