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Member You - Why Your Direct Mail Isn't Working
Whether or not the company you work for offers yearly celebrations, there comes a time in every business when get-togethers arise. Sometimes, the occasion calls for the popping of champagne, while others include a simple spread of cheese and crackers. Depending on the event that needs planning, corporate parties have the potential to become rather entertaining moments that create everlasting memories when organized in the proper manner. Regardless if this is your first time planning a corporate party, there are plenty of tips to follow and things to
In other words, even weak competition can hurt you. Th
Alright, let’s clear the air and state right upfront that I am NO way condoning pornography. It is a fact of life, and one that apparently is not going away any time soon. Being successful in business has often been about walking a fine line and thinking outside the box. So if you are uncomfortable, with even the thought, that you could learn something from the business acumen of the Adult Movie Industry, then I especially think you should grab a coffee and keep reading this article. Why? We always learn something from that which we vehemently disagr
With the demise of consumer telemarketing at the hands of the “Do Not Call” list, more and more businesses are turning to Direct Mail to take up the slack. Which means your prospect is getting a lot more “junk mail”. Unfortunately for all of us, not all of it is well-written.
In fact, if what’s been showing up in my own mailbox is any indication, a whole lot of it is down right boring.
“How is that bad for me?” you say. “If the other mail is boring, that’s less competition for my letter, right?”
Wrong. Because every time one of those many letters convinces your prospect to open it – only to disappoint him with a dry run-down of features or a load of hype – it gets a little bit harder to convince him to open the next one.
In other words, even weak competition can hurt you. The
BRAND IMPERIUM: When planning a direct response campaign, what do you view as some of the biggest challenges out there?LAMMENS: First of all, the fact that TV advertisers are using cable and satellite far more these days, and as a result are growing less dependant on direct response advertisers for revenue. Equally challenging is keeping up with emerging media such as TV and video on demand, Ecast and novel approaches used by the outdoor industry in their bid for the direct response market.BRAND IMPERIUM: Do you welcome the multitude of
In fact, if what’s been showing up in my own mailbox is any indication, a whole lot of it is down right boring.
“How is that bad for me?” you say. “If the other mail is boring, that’s less competition for my letter, right?”
Wrong. Because every time one of those many letters convinces your prospect to open it – only to disappoint him with a dry run-down of features or a load of hype – it gets a little bit harder to convince him to open the next one.
In other words, even weak competition can hurt you. Th
We quest to shape our perfect lives. The right job, the right clothes, the right weight, the right car.Then nature intervenes. An earthquake can crush that car completely. Floods and tornadoes slash through communities turning houses upside down. How important are the right clothes then?Your close friend discovers he has a serious medical condition. A close family member struggles with divorce. How important is the right car now?What does this have to do with you anyway, and why am I writing about it here?Sometimes perspec
“How is that bad for me?” you say. “If the other mail is boring, that’s less competition for my letter, right?”
Wrong. Because every time one of those many letters convinces your prospect to open it – only to disappoint him with a dry run-down of features or a load of hype – it gets a little bit harder to convince him to open the next one.
In other words, even weak competition can hurt you. Th
Corporate America is missing a HUGE opportunity! Most companies, regardless of the improved economy, are still searching for ways to reduce their costs and become more competitive.Many companies have outsourced several functions to reduce costs. Of course, the most obvious outsourcing activity has been the customer relations call centers. How many of us have tried to call a customer service number only to find that we have difficulty understanding the person at the other end of the line.Now, here’s the opportunity that has be
Wrong. Because every time one of those many letters convinces your prospect to open it – only to disappoint him with a dry run-down of features or a load of hype – it gets a little bit harder to convince him to open the next one.
In other words, even weak competition can hurt you. Th
When you think of what you can do with plastic, maybe your credit cards come to mind. If I talk about nylons, your first thought is probably about women's hosiery. As exciting as that would be, there is a whole side to plastics you might not think about very often.For those who are old enough to remember, think about the automobiles that were coming out in the late 1970's and 1980's. I was less than impressed with what auto manufacturers were selling us back then. As they began using more plastics, most of us rightfully perceived it as cheap b
In other words, even weak competition can hurt you. The only way to make it better is to stand head and shoulders above with a laser-targeted, irresistible offer, and a package that hooks your prospect right in the heart.
Laser Targeted
The single most important factor (it accounts for 40% of your response) in determining the success of your mailing is your list. You don’t want to scatter envelopes to the four winds in hopes that a few will land in receptive hands.
Spend some time getting to know your most likely prospect, then work with your list broker to narrow down the list and target that group of people. Yes, more selects will cost you more up front. But a smaller, laser targeted list will give you a better
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