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Here are the links you need to catch up on from our last issue:

• How to create direct mail profits in an impossible market
• Web strategy: The #1 paid search keyword mistake
• More government intrusion with new “Do Not Track”
• Copy tip: Creating impact with your first paragraph
• Testing corner: Video vs. no video

And with any e-newsletter of any kind, remind your readers to whitelist you!

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The government’s goal of creating an unnecessary “Do Not Track” registry for the web is coming closer to fruition.

The Federal Trade Commission (FTC) called for the implementation of a universal “Do Not Track” option that would allow consumers to opt out of all third-party online tracking and behavioral targeted advertising.

What would this option look like?

The FTC specifically suggests the “Do Not Track” mechanism take the form of an add-on to the browser, similar to a cookie. Consumers would be able to check a box that would transmit their preference to opt out of tracking to websites as they surf the web.

Ultimately, companies that fail to honor the option would be penalized. This is just more regulation that will kill jobs and further slow the economy and lessen consumer confidence. Further, it lessens freedom of commerce, motivation and freedom of speech.

What’s more, it is unnecessary. In October of last year, the Direct Marketing Association introduced a self-regulated program to ensure customer privacy.

When will the regulation madness end?

So what are your thoughts? Contact me at craig@cdmginc.com. I’ll publish your opinion in the next Direct Marketing Update..

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If you have been reading (and re-reading) Direct Marketing Update diligently, you’ll know that I often emphasize the importance of being specific.  

Rather than say “save hundreds,” it is better to say “save $522.25 on average every month.”

When you use specifics, you make your copy more believable and credible and it differentiates you from your competition. When it comes to pay-per-click search terms, you maximize your ability to target qualified prospects and avoid wasted costs on words that don’t deliver.

Here’s why…

Pay-per-click (PPC) keywords or search terms are important in attracting the right customer who might use your product or service.

So it is vital you find every possible related term your prospect might be searching for.

That’s why you must use highly targeted search terms.

For instance, if you are marketing a chiropractic service and use the term “back pain,” you will get people who are interested in the topic. But hundreds more who are not interested in a chiropractor will also click through, which will cost you money.

A more highly targeted search term would be “drug-free back pain relief” or “new back pain recovery.”

So don’t make the mistake of using just a handful of keywords.

The more keywords you use, the bigger the response. A pay-per-click campaign using only single or double keywords is unlikely to capture those prospects searching for something more specific.

The long-tail keyword-phrase (3 or more very specific words) searches bring in fewer responses than the general ones, but you don’t waste your money when your ads are clicked by the wrong prospect.

Creating a list of highly targeted, long-tail search terms your prospects might use will ensure low costs and high ROI.

And one last thing. Some marketers leave some very important web copywriting responsibilities to their web developers. Don’t make this mistake. Your metatags…image tags…and search terms…should all be handled by a professional web copywriter.

Looking to get bigger and better results from your next PPC campaign? Contact me today at craig@cdmginc.com.

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Don’t let your spam filter keep valuable and profit-making information from reaching your Inbox. If you missed last month’s articles, who knows how much that may have cost you…and helped your competition! Just take a moment to add craig@cdmginc.com and craig@dmu.ccsend.com to your list of safe senders. Click here for details.

Do you send out an e-newsletter? Because if you do, you’ll want to give these same instructions to your subscribers so they’ll “whitelist” you!

In the meantime, you don’t want to miss links to the articles from our last issue. Just click them to review and catch up…

• 6 surprising keys to profitable direct mail in 2011
• Web strategy: 6 shopping cart strategies that work
• Colorado’s Internet sales tax ruled unconstitutional
• Copy tip: The power of emotional triggers
• Testing corner: Can using the President’s name increase response?

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Integrating a variety of direct marketing media into a single marketing effort with powerful direct response copy can have a dramatic effect on response. Let me show you how I used a fully integrated campaign to increase response more than five-fold.

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copywriting · Direct Marketing · email · landing page · Social Media

When creating a landing page, microsite or website, I’ll often want to include some strategic download options.

If you are including direct downloads on your site, what you do with the names of your downloadable files is important to your SEO.

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Direct Marketing · Search engine optimization · SEO · Web strategy

In recent issues, we’ve been talking about the power of video to supercharge your response. But video alone is not enough.

The truth is nobody really wants to see another video. They can already go look at 120 million of them on YouTube right now.

No, the key to getting people to view your video is using the right words to lead them there.

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Copy tip · copywriting · Direct Marketing · video

Marketers use the term “autoresponder series” a few different ways. You may also have heard it called a conversion series, retention series or renewal series.

Here is an interesting recent test that demonstrates how we as marketers need to be constantly rethinking how we use the various channels available to us.

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Direct Marketing · Direct Response · Testing corner

Direct mail’s greatest danger is not the advent of electronic media. As you saw in the article above, direct mail in an online world works—and it works well.

No, direct mail’s greatest danger is the government-protected monopoly status of the United States Postal Service (USPS). This creates bureaucratic inefficiencies and the ever-increasing price hikes.

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Direct Mail · Direct Marketing · Postal Service

Direct mail principles apply to a variety of marketing challenges. For example, direct mail can be used to make a trade show exhibit a success. If you are unknown to your attendees, you must give prospects a compelling reason to visit your booth. Let me show you how I helped one company—IPRO­—use direct mail to drive prospects to their booth.

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3-d · Direct Mail · Direct Marketing · Direct Response