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.”
Monday, August 30, 2010
Thursday, August 26, 2010
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!
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!
Wednesday, August 18, 2010
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!
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.
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.
Monday, August 16, 2010
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.
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.
Monday, August 9, 2010
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:
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:
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!
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.
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.
Wednesday, August 4, 2010
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:
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.
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.
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!
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.
Monday, August 2, 2010
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!
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!
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