Your direct mail should have one common goal: To show your prospect how your product or service will improve his or her life…and to make it so irresistible that he or she is launched into action.

But in their eagerness to create a compelling case, some marketers try to show off everything their product can do all at once…thus turning their direct mail into an overwhelming flood of benefits. And that can confuse your prospect. It’s not the way the human brain works.

Instead, successful direct mail will present one focused Big Idea.

It’s a single strong theme that can be explained concisely and understood quickly. It lets your prospect know right away what you’re getting at.

The best Big Ideas track with your audience’s strongest trigger points. They’re timely and emotionally stirring, to awaken, shock or fascinate your reader. They work because they make a connection with your reader.

If you can’t describe your Big Idea in just a few words…then you don’t have one. Revisit your approach and search for that one angle that will reach the real needs, fears and concerns of your prospect.

To put it simply, your Big Idea must make your prospect feel like the lightbulb just went on.

(more…)

Big Idea · Direct Mail · Direct Marketing · Direct Response

This look at recession marketing goes way back to the 1920s: It’s a case study of two cereal companies that you and I know well—Kellogg and Post.

It’s hard to imagine now, but before the Depression, ready-to-eat cereal wasn’t yet a staple in the American diet. So when the economy took a dramatic dive, the effect on consumer demand for cereal remained uncertain.

(more…)

advertising · Direct Marketing · recession survival tip

In a previous issue, we talked about increasing conversions by having your phone number and ordering information displayed prominently on your landing page.

But that’s not all.

Studies have shown that conversion rates increase on websites that provide a phone number and an email address on every page. Why? Because making it easy for your prospects to contact you helps solidify your credibility.

(more…)

Direct Marketing · landing page · Web strategy

In our last 2 issues, we’ve learned a thing or two about punctuation. Catch up here:

• Punctuation Rule #1
• Punctuation Rule #2

And that brings us to this week’s flashback to grammar school…

Punctuation Rule #3: Use exclamation points sparingly! Sometimes you do need to punctuate your excitement, but be careful not to go overboard.

(more…)

copywriting · Direct Marketing

Testing is critical, but it can seem overwhelming to many marketers. It is important to remember that you don’t have to completely overhaul your control piece to create a valuable test.

(more…)

Direct Marketing · Testing corner · web · websites