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Oh No! The Bubble Has Burst! Hooray!

You can admit it now: In your heart you always knew the housing/credit/market bubble was going to burst one day. So now what? I recently read an item by a marketer saying they were glad the bubble had burst, because now they could get back to real marketing. What did they mean by that? If I read it correctly, the writer – a marketer – was saying that while the various bubbles grew and grew,…

Posted December 9, 2008

Copywriting for Direct Mail – Part 3: Five Motivators

Two posts back I shouted: SELL THE OFFER. What does that mean? The offer is the theme of your communication. Begin with it. Restate it. Denote its key benefits. The actual product or service is largely incidental to your sales pitch. Let’s go back to the weight loss example. Remember, the big gun you fired first was: “Want to lose 20 lbs before Christmas?” At this point you could be selling diet pills, exercise equipment,…

Posted November 16, 2008

Copywriting for Direct Mail – Part 2: Big Guns

The first rule for writing for direct mail was codified by Herschell Gordon Lewis who said: “Fire your big guns first.” What does that mean? It means get to the point as fast as you can. You have somewhere between one second and 10 seconds to hook your audience, so don’t waste time warming up and don’t waste time talking about yourself. Talk about what your audience wants.

Posted October 24, 2008

Copywriting for Direct Mail – Part 1: It’s Measurable

Direct mail is a subset of Direct Response Marketing. All forms of direct response, including direct mail give you results you can measure accurately. Image and awareness advertising – which you see so much of on TV – cannot do that. Because direct mail is so measurable, it puts an onus on the copywriter to get it right. Fortunately, expert direct mail writers have tools and techniques that get results. Over the next few posts, I’m going…

Posted September 22, 2008

Managing Your Campaign – Taming All the Elements

Now that you’re in the thick of your media campaign, don’t sit back and wait for the sales to come in. You still have plenty of work to do. You have to monitor your results. You need to see which pages on your site are receiving the most visitors. Which ones are like Astroturf in the Sahara – they stand out and are getting tons of attention? Which ones are standing in the corner of…

Posted July 7, 2008

Copywriting – Persuade Your Reader with Benefits

When you think of copywriting do you think of those direct mail pieces that arrive in your mail box? Or do you think of the text of a television ad? Or do the words in a radio spot come to mind? If so, you’d be right in all those instances. Yet you’d also have missed some. At its essence, copywriting is persuasive writing.

Posted June 26, 2008

Buy No Media Until You Do The Following

In my last post, I talked about making sure you have a clear idea of your budget, specify who your target market is and where they hang out on the web before you ever spend a dime on your media buys. Yet there’s more to getting prepped for your media buys. Be sure to comb over your site with a detailed review looking for ways to improve the conversion process BEFORE you begin your campaign.

Posted June 13, 2008

Media Buying and Planning — Above All Else, Have the End in Mind

Going back to the second leg of your marketing stool — tactics — I want to talk here a bit about your media buying and planning. If you decide that a paid campaign, whether it be pay-per-click, ads in trade magazines, radio, television — anything that costs you more than your time (article marketing and networking on social websites and forums are examples) — you’ll need to get a clear view of your budget. More importantly, you’ll want…

Posted June 3, 2008

Transact and Track – The Final Legs of the 4Ts Marketing Stool

The article by Guy Masono I’ve referred to in the past describes the last two of the 4Ts as Transact and Track. I’m going to discuss in more detail what I believe these two mean for your marketing campaign. Transact, Masono writes, “refers to opening a two-way communication with customers and prospects based on the nature of an inquiry.” For example, your website has a lead-generating form that visitors may fill out in order to…

Posted May 12, 2008

Targeting Your Market – Drill Down to Its Core

Do you really know your target market? Do you know what they think? Where they live? How old they are? What websites they frequent? What keywords do they use when they search for something online? If you don’t – if you don’t live and breath and think as your target market thinks – you must find out, because once you do, then you’ll know how to market to them. You also will want to drill down and…

Posted April 20, 2008