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!
Showing posts with label 7 ad essentials. Show all posts
Showing posts with label 7 ad essentials. Show all posts
Monday, August 2, 2010
Thursday, July 8, 2010
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.
About two weeks ago, I sent you a message about my friend Brian Tracy's moving day offer, and how if you acted fast, you could obtain a bundle of bargains on some of some of his best products during Brian Tracy's Moving Day Sale of 2010.
Check it out here.
Response has been overwhelming. I'm writing today because I want to make sure you get in on the deal. It's pretty straight forward. Brian moved offices recently and is up to his eyeballs in products. Until they started unpacking, they didn't even realize what they had!
Well, Brian's moving challenge becomes your windfall because he's allowing me to practically give away his products to you. You can find an abundance of some of his best stuff right here.
I'm on a tight 30 day limit for offering these savings to you, and they said they're already seeing quite a bit of space cleared out in the stockroom over there. Check out the deals 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.
Blog Reader’s Only Special
About two weeks ago, I sent you a message about my friend Brian Tracy's moving day offer, and how if you acted fast, you could obtain a bundle of bargains on some of some of his best products during Brian Tracy's Moving Day Sale of 2010.
Check it out here.
Response has been overwhelming. I'm writing today because I want to make sure you get in on the deal. It's pretty straight forward. Brian moved offices recently and is up to his eyeballs in products. Until they started unpacking, they didn't even realize what they had!
Well, Brian's moving challenge becomes your windfall because he's allowing me to practically give away his products to you. You can find an abundance of some of his best stuff right here.
I'm on a tight 30 day limit for offering these savings to you, and they said they're already seeing quite a bit of space cleared out in the stockroom over there. Check out the deals here.
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