Archive for the ‘Advertising’ Category

Engage Your Readers… Effective Headlines

March 1, 2015

HeadlineSMWhen you are writing a marketing communication piece – print ad, sales letter, direct mail piece, brochure, blog entry, press release, newsletter, webinar – where do you start? You may be surprised to learn that experts advise starting at the top by writing the headline.

The headline is your promise to readers, a statement of what they can expect if they continue reading. Promises are first made, and then fulfilled. So make the promise to readers through the headline, and fulfill it in the content.

The importance of headlines is not a new concept. Writing in 1923 in his book Scientific Advertising, Claude Hopkins said, “We pick out what we wish to read by headlines.” Forty years later, in his 1963 book Confessions of an Advertising Man, advertising legend David Ogilvy wrote On average, five times as many people read the headlines as read the body copy. When you have written your headline, you have spent eighty cents of your dollar.” Continuing today, busy people decide what to read on web pages, e-mail, or blogs based the strength of the headline.


Integrating Print Into Your Marketing Mix

January 7, 2011

A few months ago in this newsletter we introduced you to the power of combining traditional direct mail marketing with web-based communication, and provided supporting research for the concept. Since then, new research has been published, providing even more evidence for the idea that print remains a viable and valuable part of any marketing campaign.

FedEx Office, in conjunction with the Ketchum Global Research Network and Braun Research, conducted the third annual Sign of the Times small business survey in spring 2010. The survey respondents were small business owners employing 5 to 100 employees and whose companies generate over $100,000 in annual revenue; over 500 interviews were completed. Survey results include:

• 87% of survey respondents indicated that printed marketing and advertising tools are somewhat to very effective in driving customers to their businesses.

• 57% of owners aged 18-34 believe in the power of flyers and brochures – more than their older counterparts (47%).

In addition, 44% of respondents said they plan to increase communication with existing and potential customers via a printed piece – a newsletter or direct mail.

Multi-Channel Marketing… Many Ways To Vary Your Promotions

January 7, 2011

The lifeblood of any business or organization is keeping current customers interested in your product or service while finding prospects to become new customers. This necessarily means that your business or organization must devote time and resources to promotion – using various methods to reach a target audience with a specific message.

Effective promotion is not limited to large businesses with substantial budgets. Smaller businesses and organizations can be successful by understanding how promotion works and adapting strategies and techniques to fit the available resources.

For Now and Forever… The Importance of Advertising

May 19, 2010

Have you noticed that despite the economic downturn, we are still sending you our newsletter every month? If you’re a customer of ours, you know we won’t stop building the relationship and providing useful information even though we’re watching our expenditures closely just as you are.

What we have learned is this: that in volatile economic times, businesses that continue to advertise and engage in proactive marketing do better during the economic downturn and position themselves to prosper when the economy recovers.

You don’t have to take our word for it. In 2001 noted researchers Yankelovich Partners and Harris Interactive conducted a survey of 505 key executives across all major business segments.

Here are some of the major findings:

Your Company’s Mail List…You Can’t Market Without It

April 10, 2010

As we’ve mentioned in previous issues of Printips, the success of any direct mail marketing campaign depends primarily on the mail list. Studies have shown that 60% of the response rate can be attributed to the mail list, while only 20% each is attributable to the offer and the appearance of the mail piece. Given the importance of a mailing list, we recommend that all our customers understand the basics in order to make the best use of any list – internally-generated or purchased.

Mail lists can be divided into two basic categories: house lists and rented lists.

A house list is one you compile yourself and consists of customers and prospects. The customer portion of a house list might include both current customers and those who haven’t purchased in a while (and therefore would be considered inactive). Prospects are those whose demographic characteristics match those of your customers, but who haven’t yet purchased anything from you.

Rented lists consist of compiled lists containing names and addresses that have been gathered from secondary sources; response lists, composed of people who have made purchases or responded to offers; and specialty lists, containing names and addresses of a specific nature (such as a mailing list covering education, healthcare, religion, or government listings). Compiled lists are further subdivided into residential or consumer lists and business lists. Finally, a residential list may include names or may contain a generic descriptor such as resident or occupant instead of the name.

Direct Mail Marketing…How to Make it More Effective

April 9, 2010

Q: When is the best time to market your business?

A: All the time.

Marketing – making people aware of your business, its products and services, and convincing them to buy – is a fundamental activity for any business and a requirement for sales growth. Broadly defined, marketing encompasses almost everything a business does, from providing good customer service, to having a consistent look in printed materials, to networking, to sales calls.

One of the most popular methods of marketing is direct mail – mailing something of interest or value to customers and prospects. Especially for small businesses, direct mail is favored over media advertising (newspaper, magazine, radio, and television) because it can be directed at people who are likely to be interested in or receptive to receiving information on your product or service. The direct mail marketing piece not only describes the product or service in a way that provokes interest from the recipient; it also tells the recipient what action to take next, and may even give a deadline for responding.

Make Your Business Cards Work For You

April 8, 2010

Your business card. When you started your own business, it was probably the first thing you had printed. Or when you joined your company, your business cards may have been waiting for you on your first day of employment. You may even have saved a business card from your very first job – that’s how powerful it is to see your name in print.

It is generally agreed that a business card performs the following basic functions:

• to introduce you and your company to potential customers, suppliers, or colleagues; and

• to provide all the relevant information by which someone can contact you.

In addition, a business card can serve as an advertising function – a mini billboard that describes your competitive edge or gives reasons why someone should consider doing business with you.

Other reasons why someone would accept your business card were identified by Dr. Lynella Grant in her publication The Business Card Book. According to Dr. Grant, someone is likely to keep your business card for a personal or social reason; in order to give your card to someone else (a sort of third-party business referral); to update your contact information from a previously-accepted business card; or because your business card is “likeable, unusual, or useful.”

Fresh Ideas for Self Promotion

March 4, 2010

What do display ads, brochures, advertising specialties and post card mailers have in common? They are all proven ways to promote your company and its products and services. Each one reminds customers who your company is and what it does. But what if you have an ample supply of brochures, your monthly post card mailing is right on schedule and you don’t have the budget for more advertising specialties. What else can you do to keep promoting?

In this issue we’ll give you some fresh ideas for self-promotion that are easy, clever or unusual. We hope you’ll try some of them and let us know what kind of success they achieved.