Get the Right Match

Over the past few weeks we’ve been talking about niche marketing, and how a narrow focused, laser targeting marketing effort gives you a huge advantage over your competition. To see where we started, visit the first post here at my blog. So see the last post, visit this one.

Today we’ll wrap up our discussion on the topic with the last of the marketing advantages niche marketing gives you, plus a great example, one of the best I’ve seen. Again, Thanks to Dan Kennedy for allowing me to share some of his thoughts on this topic. To get two free issues of Dan’s newsletter, plus a ton of other freebies, visit this link.

The movement of a product or service from generic to niche link to one of the most fundamental but also one of the most powerful strategies we talk about often: Message to market match. We’ve talked about this in the past, so I’ll only briefly cover it here. For more, visit this post. The basis is Dan Kennedy’s famous triangle connecting message with market with media:
The broader, looser and sloppier the match of message to market, the less it resonates, the harder it is to command attention and create interest. The narrow, tighter, more precise and comprehensive the match, the easier it is to secure attention and interest.

Alright, so how about a real world example? Here’s a link to a PDF you’ll want to check out. (I apologize in advance for the quality. It’s a scan of a copy, but it’s really good) This is an ad from a National Rifle Association publication. In reality, it’s an ad for a relatively common, widely available type of nutritional supplement intended to improve eyesight. You can find this and other supplements just like it in many vitamin retail stores, online and in catalogs.

BUT, in this case, a unique ‘wrapper’ was put around the product to make it specifically for the hunters who use rifles and a scope. Doing so makes this ad and the use of the publication possible. Merely running a generic ad for a generic product that does exactly the same thing would be a failure. When you study the ad you should also note how few words are about the product vs. how many are about the customer.

A Distinct Marketing Advantage

Last week we started talking about ‘riches in niches - and subcultures.’ I told you that when you do target specific niches, you’ll have a distinct marketing advantage, specifically a distinct price advantage. To review, see the blog post. Today we’ll dive a little deeper into two other advantages you gain when you hit targeted niches.

Thanks to Dan Kennedy for allowing me to share some of his thoughts on this topic. To get two free issues of Dan’s newsletter, plus a ton of other freebies, visit this link.

First, you’ll get a distinct advantage in readership. For example, avid fly fisherman who subscribe to Fly Rod & Reel are infinitely more likely to consistently scour ever article and every ad for things that interest them than is the diverse population subscribing to a general interest magazine, like Newsweek. Avid fly fisherman will never NOT open and read a piece of direct mail clearly about fly fishing, but routinely discard all sorts of other mail unopened. To be honest, even “fly fishermen” is probably too broad of a topic. You’d be wise to narrow it down from there but where they fish (geography) fresh water vs. salt water, river vs. lake, etc.

Second, your costs will almost always go down. Niche and subculture advertising media often costs less than big, broad, mainstream media. It is easier and often much cheaper to buy traffic online and to succeed at search engine optimization for ‘odd’ and narrowly defined niches than for generic information.

Third, there is a big absence of competition. Because most marketers are too committed to “bigger is better, everybody needs to be my customer” thinking, you face a lot less competition when you laser target your marketing to a certain niche or subculture.

Lastly, and this is a big one in today’s economy, but when you target a specific niche, you get as close to recession immunity as you can. The last thing people cut back on is the thing that interests them the most. Later in the week I’ll show you some specific examples of what we’ve been talking about the past week. Stay tuned! Again, thanks to Dan Kennedy for his help with this post.

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Riches in Niches

We wrapped up last week with a few thoughts on branding, and specifically the way small business owners should think about branding (hint: it’s NOT like big, nameless, faceless corporations). To see where we ended last week, see the blog post. Today we’re going to start up a new topic, something that every business can use and implement immediately.

Today we’ll start a discussion on riches in niches and subcultures. This, on the surface, can seem rather elementary, but mastering this concept is certainly not, and once you do, you’ll have a big competitive advantage over all your competition.

“When everybody’s your customer, nobody’s your customer.”

America (and most other countries for that matter) are divided into niches and sub-cultures. Simplistically, niches are occupational and vocational. Subcultures are sorted by interest, belief, activity, etc. So, “insurance salespeople” are a niche; “deer hunters” are a subculture. There are life insurance sales people, property/casualty, auto/home, etc. There are deer hunters who only use bow and arrow, only hunt in the Midwest etc. Virtually any product or service can be customized, semi-customized or at least “have a wrapper put on it” to match it to a specific niche or subculture. You may think that’s not necessary because your product or service is useful or beneficial to everybody, including both insurance salespeople and deer hunters, but that misses the key marketing advantage born of human nature: people want, prefer, and place significantly higher value on what is (is perceived to be) specifically and exclusively for them vs. what is generically for everybody.

Here’s a biggie. The movement of a product or service from generic to niche permits price increase, which provides you better profit margins, which in turn affords you more money to reinvest into marketing and advertising and allows you to out-spend your competition in order to get a client. This is a very good position to be in!

That’s it for this post. As we move forward over the next few posts I’ll show you some real world examples from my clients, and other businesses, who are successfully selling to very targeted niches and subcultures. I’ll see you then!

Branding You

Last week we started a discussion on a topic I normally don’t talk too much about, branding. But there are ways to use branding effectively while still adhering to our direct response marketing rules. We’ve covered them in two separate blog posts. See the first one here and our most recent discussion here for your review. Today we’ll talk about the last two ways to use branding
the right way in your business.

Thanks to Dan Kennedy for allowing me to share his thoughts on branding with direct response marketing.

When you do develop brand identity, develop a ‘customer culture’ with it so your brand is theirs. Think Starbucks or Disney. The customers are part of something, not just people being sold to. But, whatever you do, DON’T blindly copy big companies advertising practices. Very, very carefully learn from the very few smart ones, like Disney. But remember they are playing in a different
league with different rules and different means of keeping score… as example, you may keep score by profit white they must keep score by stock price. And they have more resources than you do.

For most small businesses, personal branding is far superior to corporate/Business branding. People prefer to do business with other people rather than nameless, faceless institutions. Put yourself out there! If you’re looking to learn more on personal branding,I highly suggest you look into Kennedy’s How to Create Personality in Copy.

It’s an in-depth presentation, by Dan Kennedy, about creating rapid, responsive fans… i.e. customers for life… by carefully, painstakingly developing yourself as a heroic, fascinating and unique “character” with whom your customers have a continually evolving relationship.Get more information here, and in the search bar on the top of the page, search for “How to Create Personality in Copy.”

Not the Golden Arches

Last we started on a topic that I’m sure surprised a few of you. We talked about branding. No, not like golden arches, or swooshes, but in ways most small businesses can actually accomplish it. To review, see the blog below.

Before we get going, I want to restate a very important idea from the last post. You need a very carefully selected target niche or sub-culture that your message(s) resonate with. This is critical. A brand, or brand identity is a recognized symbol that represents and calls to mind WHAT you and your business are about, but it’s all moot if you don’t have a specific WHO in mind. For more on the WHO in your business, see this blog post from a few weeks ago.

Further, don’t confuse ‘brand identity’ with logo and slogans, color schemes, etc. These are simply devices used to convey or support you brand identity. Brand identity is first and foremost about your ideas. These ‘representative things’ are a distant second. For a book relevant to this topic, check out “Made to Stick” at Amazon.

Lastly, don’t mix-up your brand identity with your unique selling proposition (USP). A USP answers the question: Why should I, your client, choose to do business with you versus any and every other option available to me?

(Thanks to Dan Kennedy for providing that gem on a USP. If you’re not yet receiving Dan’s No BS Marketing Newsletter and you’re in any way responsible for your businesses marketing, you absolutely must. Fix that here) Next week I’ll show you the type of branding you really should be involved in as a small business owner. I think you’ll really like it. Until then, keep on marketing!

Branding?

Earlier in the week we wrapping up our series on the 7 most powerful words and phrases you can use in your marketing. See all 7 at the blog. Today, we’re moving on to a different subject, and I can hear some of you gasping right now…. BRANDING.

I know you loyal readers are probably saying, “Travis is anti-branding!” And to a certain extent, I am. But hear me out during this and future emails. I think you’ll be surprised and what I am talking about.

First off, I’m all for creating and working on a name-brand identity and recognition for yourself and your business. BUT, and it’s a big BUT, do it as a by-product and bonus of a solid, accountable, profitable, direct-response advertising and marketing. You’ll want to avoid buying it outright such as with big, dumb corporate image marketing.

Dan Kennedy refers to this as the “Direct Marketing diet,” in his book, No BS Direct Marketing for Non-Direct Marketing Businesses. If you like the kind of marketing I give in these tips, this is required reading. Get it here at Amazon.

Next, when you do create a brand for you and your business, do it where it counts, with a carefully selected target niche or sub-culture marketing. Small enough that you can have impact with whatever resources you have, defined narrowly enough that you can create a compelling message for it.

A giant market is only good for someone with a giant ad budget. As Dan says in his book mentioned above, “You don’t want to spend your time peeing in the ocean.” A great example of this is Michael Gerber’s E-Myth series. Sure, Gerber sacrifices corporate American, and likely will never get 5,000 copies snapped up by Intel, but he’s created a nice little niche with small business owners and those who want to start their own businesses. That’s it for this post. Have a great week!

Marketing Tip Reader’s Only Special - Get 30% off The Message in a Bottle Now Through Aug. 31st, one of our best sellers!

One item that is becoming increasingly popular lately is our message-in-a-bottle mailer. If you’re looking for a way to cut the clutter, this is definitely one way to go.

The bottom of the plastic bottle comes off for easy access. Simply remove the bottom, roll up your letter and insert it! Put the bottom back on, slap the address label on, add postage and drop it in the mail. It’s that simple. Or, we can do it all for you! Just give me a call about complete implementation for you. Your letter has to end up on the top of your customer’s
stack of mail, and who could possibly resist opening the bottle and reading your letter?

A few tips when using this item. First, you don’t need to put this bottle into a box; you simply mail the bottle “as is.” You’ll want to use a 2” x 4” mailing label or smaller for the recipient’s address, and add your postage stamps or metered tape to the bottle as well. We’re finding that response is not affected when using a metered stamp, so use whichever one is easier for
you to implement.

Second, your prospect will be opening the bottom of the bottle, NOT the top. I always like to put a message on label that reads, “Twist Bottom to Open.” It may be obvious to you, but not to your prospect!

Get 30% off The Message in a Bottle Now Through Aug. 31st. Check out the discounted pricing here, and be sure to check out the video on that page for more tips on using the message in a bottle for maximum success.

3 More Power Words

Today we’ll wind down on conversation on the 7 most power words and phrases you can use in your marketing. To review the two most powerful, visit this blog post. For phrases three and four, visit this post. Today, we’ll wrap with the final 7 most powerful words and phrases you can use. Thanks again to my mentor, Dan Kennedy, for allowing me to use some of his thoughts in this post.

First up today, FINALLY…

This works great whenever you are selling against a group of prospects who have had previous disappointments, frustrations, skepticism or offering a new solution. This is a POWERFUL word. It telegraphs a complex message, as in, “Finally – A Weight Loss Plan That Actually Works… From Hollywood Stars and Women Right Here in Seattle As Well.”

Next, one of my favorites: “Photo Enclosed, Do Not Bend.”

This is a great way to get an envelope opened. It only requires a printed photo of you, your product, your customers, your town, etc. to validate the claim.

There are variations of this, much like our X-Ray letter, which we stamp in red on the envelope, “X-Ray Enclosed, Do Not Bend.” Inside, we include a ‘real’ x-ray of a happy, smiling, client. See more on the x-ray here.

One of the best ways I ever saw this used was the Reagan Ranch and the Young America’s Foundation a few years back. They had the words, “photos enclosed, do not bend,” on the outside of the envelope. Enclosed were pictures of teens and young adults volunteering their time at the Ranch. If you’re looking for a good lesson in direct mail, I highly suggest you get on the Reagan Ranch and Young America’s foundation list.

Last and it goes hand-in-hand with “Photo Enclosed, Do Not Bend,” is “Personal and Confidential.” It serves the same purpose as above. However, some care is required, and what’s immediately seen by the prospect must really be personal and confidential, or else you’ll lose out from the get go.

Read What our Customers Have to Say

Earlier this week we started a discussion on the 7 most powerful words you can use in you marketing, and we hit on the two most powerful you can use. To review, check out the blog. Today we’ll hit two more words and phrases that will really hit home with your clients or prospects.

The third most power word or phrase you can use is:

“Read What our Customers Have to Say”

People are much more interested in what others like them have to say than about what you or your sales staff has to say. Any version of this line on an ad, brochure, and website will draw readership.

Jazzing up this statement can also make it more interesting. It’s also best to tie it to the prospect your targeting. For example, in our American Retail Supply business, when we target Denver area retailers, we’ll use a line like:

“Read What 33 Denver Area Retailers Have to Say About American Retail Supply’s Service”

You’re looking for a, “wow, that’s me,” reaction from your prospect, and this is one way to get it.

Another very powerful phrase in marketing is, “Your Choice.” The book of the month club made this famous many moons ago with offers like, “Choose any 5 books for just $1.” This exact model was used for many years throughout the 90’s as well in the music industry, “Buy any 10 CD’s for just $1.”

This strategy has even hit the fast food industry. Wendy’s now offers value meals and has grouped different side items that are all priced the same, advertising more choices than just French fries. Subway also does this and has tied it into their wildly successful campaign using Jared. If you can get a prospect involved in choosing, you make a ‘yes or no’ decision go away altogether.

Next week we’ll talk about the final three powerful words and phrases you’ll want to use in your marketing. See you then!

Marketing Tip Reader’s Only Special - Get 30% off The Message in a Bottle Now Through Aug. 31st, one of our best sellers!

One item that is becoming increasingly popular lately is our message-in-a-bottle mailer. If you’re looking for a way to cut the clutter, this is definitely one way to go.

The bottom of the plastic bottle comes off for easy access. Simply remove the bottom, roll up your letter and insert it! Put the bottom back on, slap the address label on, add postage and drop it in the mail. It’s that simple. Or, we can do it all for you! Just give me a call about complete implementation for you. Your letter has to end up on the top of your customer’s stack of mail, and who could possibly resist opening the bottle and reading your letter?

A few tips when using this item. First, you don’t need to put this bottle into a box; you simply mail the bottle “as is.” You’ll want to use a 2” x 4” mailing label or smaller for the recipient’s address, and add your postage stamps or metered tape to the bottle as well. We’re finding that response is not affected when using a metered stamp, so use whichever one is easier for you to implement.

Second, your prospect will be opening the bottom of the bottle, NOT the top. I always like to put a message on label that reads, “Twist Bottom to Open.” It may be obvious to you, but not to your prospect!

Get 30% off The Message in a Bottle Now Through Aug. 31st.

Check out the discounted pricing here, and be sure to check out the video on that page for more tips on using the message in a bottle for maximum success.

7 Powerful Words

As any good copywriter will tell you, all words are not created equal. This should come as no shock to anybody who’s been marketing their business for any length of time. But which words are better than others? Over the next few tips, we’ll go over the 7 most powerful words you can use in your marketing. Think of this as a checklist when you’re crafting any new ad, or revising an older one. Let’s get started.

First up… FREE

Yep, still the most powerful in almost all split-testing. In fact, current split-tests of single word teaser copy on the outside of an envelope prove it still out-pulls all challengers. With everything that’s changed in the economy the past 2 years, it’s still really hard to beat FREE.

If you’re offering free, don’t hide or bury the offer. Put it right up front or at least tease it in the headline, a pre-head or sub-head. Here’s an example from my mentor Dan Kennedy and how he uses it as a pre-head:

If you’re main headline is “Relief from Back Pain, No Matter How Long You’ve Had It” and your offer is a free report and DVD that goes on to sell an exam, add a pre-head:

FREE Consumer Report & DVD Reveals…
Relief from Back Pain, No
Matter How Long You’ve Had It!

Running second to Free, is NEW, and for good reason. How often do you ask people, “what’s new?” We’ve been conditioned to believe that what’s new must be better, and we’ll gladly get in line and wait for it. Think the ‘new’ iPhone 4. Also, think about men’s shaving razors; first two blades, then three, four, and now five. Then vibrating, then with vibrating with ‘moisture control’...It goes on forever.

There are the first two, FREE and NEW. Probably nothing earth shaking, but stay tuned for later this week as I’ll reveal a few more powerful words you need to be using in your marketing and advertising.

Blog Reader’s Only Special - Get 30% off The Message in a Bottle Now Through Aug. 31st, one of our best sellers!

One item that is becoming increasingly popular lately is our message-in-a-bottle mailer. If you’re looking for a way to cut the clutter, this is definitely one way to go.

The bottom of the plastic bottle comes off for easy access. Simply remove the bottom, roll up your letter and insert it! Put the bottom back on, slap the address label on, add postage and drop it in the mail. It’s that simple. Or, we can do it all for you! Just give me a call about complete implementation for you.

Your letter has to end up on the top of your customer’s stack of mail, and who could possibly resist opening the bottle and reading your letter?

A few tips when using this item. First, you don’t need to put this bottle into a box; you simply mail the bottle “as is.” You’ll want to use a 2” x 4” mailing label or smaller for the recipient’s address, and add your postage stamps or metered tape to the bottle as well. We’re finding that response is not affected when using
a metered stamp, so use whichever one is easier for you to implement.

Second, your prospect will be opening the bottom of the bottle, NOT the top. I always like to put a message on label that reads, “Twist Bottom to Open.” It may be obvious to you, but not to your prospect!

Get 30% off The Message in a Bottle Now Through Aug. 31st.

Check out the discounted pricing here, and be sure to check out the video on that page for more tips on using the message in a bottle for maximum success.

2 More Ad Essentials

So where did we leave off last week? That’s right; we left off with one of our 7 ad essentials, the use of premiums/free gifts in your business. See the post below to review. Today we’ll cover the last two ad essentials you should have in any marketing you do.

The first thing we’ll cover today is your website. In business today it’s virtually required to have one. But most people don’t use them properly, and I’m as guilty as anybody. You want to use your website wisely as an extension of the direct mail you’re sending.

Here’s an example for my business where I’m guilty. I mail lots of promotions using my own 3D Mail items. My favorite is the bank bag and I’ve been known to have some boomer specials on them throughout the year. I’ll send out the direct mail piece with the bank bag and the special pricing. Then I’ll tell them something like, “go to the website and check out the bank bag, but DON’T order there; you won’t get the special pricing, use the included fax back, or call me…”

It’s pretty stupid. If I were smart (and what I’ll be doing in the future), I’d have a separate, dedicated website where they can get the special pricing. If you’re going to use your website, you want it to be congruent with the special promotions you’re having, or your better not using it at all.

Finally, there’s brand identity. I know, I’m against such dumb, “Madison Avenue” branding. HOWEVER, if you do achieve a brand identity through your thorough and constant messages and advertising like I teach, then you should use it. If you’ve got it with your audience, use it.

In one of our businesses, American Retail Supply, we have a good ‘band name’ and recognition among our target audience, especially with our good, repeat clients. They know, recognize, and respect our name and logo. They already know what we stand for and what we’re about. When marketing to them, we will use our logo, name, etc. to our advantage along with (not in place of) our tried and true direct response marketing techniques.

So there they are. The 7 ad essential you should be using with any marketing you use. You can see all 7 at my blog if you want to review or catch up. Have a wonderful andprofitable week!

Gift with purchase

We’re continuing our segment on the 7 ad essentials you must include in your marketing. Last week we hit the topic of a deadlines and how vital they are to success in direct mail marketing. To review, visit the blog post below. Today we’ll move on to something I feel is completely overlooked by most marketers, a premium/free gift.

We’ll start with a quote from my mentor Dan Kennedy:

“Too many marketers deal with premiums almost as an afterthought. This is a huge mistake. I know for a fact that premiums can and do drive sales, and that a change of premium, with no other changes, can dramatically alter the results of a promotion. For this reason, just as much careful thought should be given to the premium as to the main offer.”

Research has shown that a direct mail letter with a premium/free gift offer can out pull a sales letter alone by as much as 300%! Before we get too far into why they work so well, you may be thinking, “What is a premium?”

A premium/free gift is anything of value your prospect/client/patient receives for taking some action that you want, and it doesn’t have to be just with a purchase. Many times it may be good to offer a premium/free gift just for responding to your advertising, with no purchase needed. Or, you may want to use the premium/free gift when an existing client refers a new buying client.

Often, the best premiums are not even tied to what you are offering! It’s often an unrelated item for the personal use of the buyer and not even for their business (if you’re selling B2B). The key is that is has perceived vale. It may not cost a lot, but it should look like it costs a lot.

It’s also wise to reveal the gift of give options rather than have a mystery gift. When you do reveal the gift, a picture is worth a thousand words. Always include a picture of the item, as this is much more effective than only describing the item.

Lastly, premiums can lower your cost per transaction. It likely seems nuts to you that premiums can actually lower your cost pre transaction,, but here’s how it works.

Let’s say you mail out 10,000 sales letters, with no premium and you get a 2% response rate. That would be 200 responders. Let’s further assume that you can be profitable with those 200 responders.

Now let’s say you offer the premium, and response goes up to 3%. This is not an out-of-the-ordinary response when you offer a premium. You now only need to send out 6,700 pieces of mail to get the same 200 responders as you did without the premium.

And, for easy math, let’s say each mailing cost $1.00. You would save $3,300 on just the single mailing. Your premium cost you $5 each for the 200 responders for a total cost of $1,000. You still save $2,300 over the offer without the premium!

7 Ad Essentials - Deadlines

We’re continuing our segment on 7 ad essentials you must include in your marketing. Last week we talked about your basic business info, maps and directions and offers. In case you missed it, or if you’d like to review, visit the blog here. Today we’ll discuss a biggie, deadlines!

Last week we talk about having an offer. A deadline goes hand-in-hand with offers. Pure and simple, if you don’t have a deadline, you don’t have an offer. Most businesses that aren’t tuned in to direct response hide their deadlines in tiny sized type hoping you won’t see it. This is just the opposite of what you want to do. You want to create urgency; you want them to act now, which is just the opposite of what most big, dumb companies do.

Something to consider with your deadline is people are more motivated by fear of loss than personal gain. So often a deadline where they ‘lose out’ on something after an elapsed time is better than gaining something if they respond early. Some ways to use deadlines include:

• Response required within “X” number of days
• By a certain date
• By a date stamped in RED on your letter
• Limited to the first “X” number

Deadlines are a great way to create urgency which is what you want to do. Don’t hide them and be sure to make them very clear to your clients or prospects.

It’s always great when you can incorporate “reason why” copy as well. This means you actually have a reason why, and you explain it for both your deadline and your offer. one of the best “reasons why” is an anniversary sale. In fact for one of our businesses, American Retail Supply, we just celebrated our 40th Anniversary. When you give a reason why, people will accept it at face value. They’ll think to themselves, “Oh, that’s why I’m getting a discount” instead of being cautious or skeptical.

You can also blame a “common enemy” as a reason for both a promotion and deadline. In the past I’ve used my accountant as the “enemy.” The story goes that I had a great idea for a promotion, but the “lousy bean-counting accountant” wouldn’t let me. So when he went on vacation,I did it anyway! Sure, it’s not a great reason, but it’s good enough, plus it gives me a great story to tell in my advertising. Everybody loves to read a story!

It’s always good to have a name for your offer. In the above examples we obviously named it the Anniversary Sale, and “My accountants Away” offer. There’s a ton of others you can use. Just a few are:

• Birthdays
• Holidays or events
• “Empty the Shelves” event for overstocked inventory
• “One Week Only” Sale
• The list could go on.

Finally, with deadlines, multiple deadlines are very effective and work well with long deadlines. For instance, you could use something like:

This offer expires in two weeks, but if you respond in the next two weeks you’ll get an additional FREE gift.

The power of taking something away over time is a very strong way to get people to act sooner rather than later.

7 Ad Essentials

I hope you had a fun and safe 4th of July celebration over the weekend. I certainly did, even if it did rain a little (only in Seattle!). So last week we briefly spoke about one of my favorite topics, the Robert Collier principle. If you want to review, or are unfamiliar with that term, you really should go check out the blog post here.

For the next several tips we’ll discuss what I call the 7 essentials for any advertising you do. The first few may seem obvious, but you’d been amazed at how many critiques I get and they’re missing some, or most of these essentials.

The first thing you always need is your basic business card information. You and your company’s name, full address, website(s), phone number, fax, e-mail, your Facebook page,etc. Again, this may seem basic as you read this but it’s amazing how often these little things get overlooked. Plus, be sure you have the information correct! I’ve heard horror stories of wrong phone numbers, misspelled websites, etc.

Next, if client’s coming to your brick-and-Mortar place of business is an option whatsoever, you MUST include a map and directions to your location. Not everybody knows where you are located or will remember, even your best clients. If you leave a prospect or client wondering or confused they won’t do anything!

If you don’t have an offer you don’t really have an advertisement. Offers are vital with any direct response and direct mail campaign. Quite frankly, it’s what makes direct response marketing what it is.

With offers, it’s almost always better to give them an ‘either or’ option instead of only one. For example, you may have a basic and deluxe version, Gold or Silver Editions, etc. These will almost always out-perform a simple yes/no option.

Here’s an advanced tip. When 65% or more of your clients start taking the deluxe option over the basic, add a “Best” option. You’ll want to keep the other two, but it’s been my experience that 10-20% will start taking the “Best” option when you present it.

Later in the week we’ll cover a few more of the 7 essentials all your marketing must contain.

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The Robert Collier Principle

We’re going to briefly going to talk about one of my favorite topics and strategies in marketing. In fact, we teach it and talk about it often in my monthly newsletter, The Copywriter’s Corner. It’s the Robert Collier principle.

Robert Collier is a famous copywriter and author who who said, as a marketer, you want to enter to conversation already going on in your client or prospects head. Using current events, holidays and borrowing from celebrity is a great way to do this. To steal a line from a political newscaster, “Which of these stories will they be talking about tomorrow?”

Current events are relatively easy, but you usually need to act quickly. Even big stories have a relatively short shelf life. As I write this, the oil spill in the gulf, and immigration are on the news, the next “Twilight” movie is due out any day and it’s expected to break all kinds of records.

Politics is always an easy target, regardless of what side of the fence you’re on (just be sure the match that message to your market, like we talked about last week here). Over the past few years we’ve had bail-outs, an election, cash for clunkers, and on and one. In November of 2009, we gave our Copywriter’s Corner members a ready to implement 3D mailer using gold medals to tie in to the 2010 Winter Olympics.

Holidays are also a great way to get in your client’s head. There are the obvious ones like 4th of July, Thanksgiving, Christmas, Halloween, etc.

Using celebrity is also a great way to use the Collier principle. Unfortunately we know way more about Snookie than we should, and who knows what the Lohan girl will do next. See how easy that is?

Blog Reader’s Only Special

I mentioned the Copywriter’s Corner above. This is sent to my 3d Mail Inner Circle Members. Each month we send you a turn-key, ready to implement 3D sales letter that use can use in your business. It’s part of our 3D Mail Sample Kit and Sales Explosion Guide. You can watch my short video here, and see if it’s for you.

Target Your Best Clients

I hope you’re enjoying our ongoing discussion on message to market match and the marketing triangle. So far we talk about the markets you choose and the message (what you say). You can review those links at my postings below.

Today we’ll move on to Media which means the devices you use to get new clients to your business and how you get past clients to buy again. Remember, we’re using Dan Kennedy’s Marketing Triangle as a basis for our conversation.

By media, I’m talking about any means of delivering your message to your target audience (your market). These can include (but certainly not limited to):

• Direct mail
• Yellow pages
• Newspapers
• TV
• Radio
• Websites
• Blogs
• Videos
• Seminars
• Tele-seminars
• Webinars
• Car racks
• Signage
• Billboards
• Banners
• ValPak style mailers

The list goes on and on.

I know some of you probably have some pre-conceived notions about some of the media listed and think of some of them as bad or good media. To be honest, there is no such thing as a bad or good media, just as there is not good or bad tool in your toolbox in the garage. There are tools that are more appropriate than others, say if you want to pound in a nail, or screw in a screw. One does better than the other for certain jobs.

The same is true with your media. Here’s an example. If you’re targeting people over the age of 70 for vacation rentals in Florida during the winter, relying solely internet websites, online videos and e-mailis foolish. You’ll need to use other media to reach those people such as direct mail or magazine/newspaper ads.

However, if you’re targeting college aged spring breakers to come to Lake Havasu, then the web may be a perfect place and you’ll probably want to rule out the yellow pages, Val-Pak etc.

You want to limit yourself to those media that are paid the most attention to, and the ones that are preferred and given creditability by your target audience. And, most importantly, one you can affordable reach.

To know if they are affordable, that means you must track your lifetime customer value (LTCV) and short term customer value (STCV) as some media can and should be ruled out and make others more attractive.

The Words You Say

Last week we started our discussion on “Message to Market Match” and I introduced you to Dan Kennedy’s famous marketing triangle. Last week we had a great discussion on the Market (who) side of the triangle. To review where we’ve been see my blog post here.

Today we’ll move on to Message (what), or the things you say or write to your market (who). Remember, we’re using Dan’s Marketing Triangle as a basis for our conversation.
Your marketing messages are the things you say or write about your business/product/service to entice people to do business with you. They can include your:

• Unique Selling Proposition (USP)
• Unique Value Proposition
• Elevator Speech
• Sales letters
• Web site copy and images
• The offers you make
• The social proof you use
• Testimonials, etc.

This is not an exhaustive list, but I think you get the idea. We talked about the ‘who’ last week. Your job is to make sure your messages match your target market.

This is vitally important. For example, if you’re a charity targeting republicans over the age of 55, you probably don’t want to quote JFK. However,a quote, image, and extensive use of Ronald Reagan would probably be very appropriate.

On the flip side, if you’re the same charity targeting young democrats, quoting Regan is probably worthless. But using an image of Obama on the first page of your letter with a quote from him would almost certainly boost response.

The words, images, phrases, etc. you use play a vital role in having just an OK response and having excellent response. Later this week we’ll talk a bit more about howto craft your messages to match your markets.

Marketing Tip Reader’s Only Special

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Who's Your Who

Last week we started our discussion on “Message to Market Match” and I introduced you to Dan Kennedy’s famous marketing triangle. We briefly touch on the Media portion (see image below). There will be more to come on Media in the coming days. To review where we’ve been see my blog post here.

Today we’ll move on to the markets, or the ‘who’ in your business that you choose. Remember, we’re using Dan’s Marketing Triangle as a basis for our conversation.
The “Markets” side of the triangle refers to who you select and choose as your clientele, with a big emphasis on SELECT and CHOOSE. Believe it or not, you, through your marketing, advertising and other messages, select your own clients. To say it simply, if you have bad clients you have no one to blame but yourself.

There’s never been a worse time for an, “Anybody is my client” mentality. I can’t tell you how many times I’m consulting with clients and I ask the simply question, “Who is your client?” and they either say, “I don’t know…”or, “Everybody in Milwaukee.” (Assuming they’re in
Milwaukee.)

Quite frankly, it’s too costly to attract ‘everybody’ with one broad brushstroke. It’s a huge mistake to have too big a targeted market with too few resources. Leave that to big, dumb corporations.

So I’ll leave you today with a brief, concise definition of how you should target your ideal market:

A good market is identifiable, affordably reached group with shared interests, needs, fears, desires which you believe are well matched to your knowledge, product service and expertise.

Later this week we’ll tackle the ‘Message’ side of the marketing triangle. I’ll see you then!

Message to Market Match

Alright, so after a brief break we’re back this week with an all new series of tips, just for you, my loyal reader. If you recall we ended last week talking about mailing lists and how to get them. See my blog posts below and start from the top down if you’d like to review. Today we have a brief entry on message to market match.

Message to Market Match means you’re matching what you’re selling, the media you’re selling it through, and the words you write to very precise and targeted prospects.

The best way I’ve seen or heard this described is by my mentors Dan Kennedy. I’m not even going to try and top it,so just see the images below. For more on Dan and his outstanding No B.S. Marketing Newsletter (to which I am a subscriber for 7 years, Keith for nearly 20!) visit this link.
When I say media, I’m talking about the format, and appropriateness for the task you’re trying to accomplish. For example, a retailer sending a ‘stand-alone’ postcard who’s holding an event in the mall is probably OK. If you’re sending a ‘stand-alone’ postcard to business owners expecting them to invest in new accounting and order taking software which is a $10,000 investment, for their business…BAD!!

I’m not saying the postcard doesn’t have a place in your marketing to the business owners. It may very well have its time and place. But to expect a postcard to do the heavy lifting is not smart.

Second, you want to start with people you already understand, and for the vast majority of you that will be the niche you serve. For example, I write to other business owners and salespeople who obviously are interested in growing their business with direct mail and doing it creatively (or why else would you be getting this!). I know and can speak our language, can identify with you, and thus can make a stronger connection with my copy. The same should go for you, when writing to your own niche. The good news is you can get a very good response with just OK copy if you make sure you’re sending it to a highly targeted list.

To Your Direct Mail Success,
Travis Lee

www.3DMailResults.com

How To Get Mailing Lists, Part 2

So last week I left you with the basics on getting commercially available lists for your business. As usual I posted that last conversation on my blog. To review, go over to the blog. Today we’ll go over some other ways to grow your mailing list.

One way to grown your existing list is to use “turn-key” vendors who can get you lists that match your target audience. Then, they do the entire direct mailing for you, including the writing of the copy, printing, mailing, all the grunt work you shouldn’t be doing. we do a lot of this for our clients here at 3D Mail.

There are two others that I would highly recommend you check out. One is Dean Killingbeck's New Customers Now program. Dean works with restaurants, auto repair shops, chiro's, dentists and others to get new people moving into your area and introduce them to your business. Check out the site and tell Dean Travis over at 3D Mail Sent ya.

The other is Rory Fatt's Royalty Rewards. Royalty Rewards is a complete "auto-pilot" rewards/loyalty program that is great for getting your clients to come back more often and get them to buy more each time they come in. A great combination! Here's a video you can watch on Royalty Rewards. It's hosted by Rory and my dad Keith. We did a webinar on this a few months ago. Check it out here. I give both my highest endorsement.

A third way to grow your list is by compiling it yourself through lead generation marketing. We've discussed lead generation marketing before so I'll be very brief here.

Lead generation marketing is the ultimate ‘pull’ marketing strategy. It allows people who are interested in your product or service to pull information for themselves about you and your business, rather than
the usually ‘push’ marketing that you usually see.

Almost all “Madison Avenue” marketing is push marketing. What you need for prospects to ‘pull’ information from you is great bait, or a lead generation magnet. This is something that you’re prospects request from you. They come in many forms, but the most typical is free information about your business or industry.

That's a wrap on our discussion on mailing lists. I'll be back next week with some more great information for you. See you then!


To Your Direct Mail Success,
Travis Lee

www.3DMailResults.com