Direct Marketing News

Brochures are very effective tools to have when you want to grow your business. However, most brochure marketing campaigns need to be redesigned and restructured because they don’t get the results you expect from them.

In order for your promotional efforts to be effective, designing brochures should be in order. Here’s how you can kick off your brochure marketing campaign with these steps:

Step 1: Choose a name for your brochure. It’s not enough that you use the same name as that of your company’s name. Most of the time, your name itself is not attractive to your target audience. Always remember to choose a name that has the potential to promote your kind of business, as well as make you sound fun and entertaining.

Step 2: Steer clear of what is trendy. Indeed, being trendy and fashionable can sometimes get you leads for your business. However, such hype can loose attraction very quickly. People do look for more information rather than hype. Your brochure marketing campaign should be able to provide well written features and articles that speak loudly of the quality of your products and services. In fact, when you have well written stories in your brochures, more than likely that your target audience would see for themselves how you value quality over fashion.

Step 3: Your copy should always be in the third person. Look at the way stories and articles are written in newspapers and magazines. They always refer to the third person. Designing brochures for your business includes proficiency not only in the layout but most importantly in the content.

Step 4: Always write the way you talk. When writing your piece, always remember to do it like you’re just talking to the person. Talk to them, and not at them. Don’t be condescending and a know-it-all. Use regular words that your target audience would understand immediately. You (more…)

When I was a kid, one of my favorite TV shows was “Married with Children.”

Ever Sunday night, my dad, my brother and I would plop down on the couch and watch the Bundy clan go through their white trash ballet. It was TV for the rest of us-the folks who didn’t fit the Cosby mold and who couldn’t even fathom why those “Family Ties” were so damned strong.

“Married” was smart in its utter idiocy. And Ed O’Neil, as washed up football player and shoe salesman Al Bundy, taught me more about the sales game than any five books on the subject.

Because you see, Al Bundy was a *bad* salesman. He hectored his customers, insulted them to their faces and got horrible shivers every time he had to help a less-than-svelte lady try on a new pair of pumps.

But Al still managed to keep his family in ramen noodles and beer.

Why?

Because Al Bundy Sold *Women’s* Shoes.

And because Al Bundy knew what 90% of marketers out there don’t know. Al Bundy knew that he was *not* his target market.

And odds are, neither are you.

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“But *I* Don’t Like That. “
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Good copy-and good marketing in general-is ego-less.

Now, I’m not saying you personally have to be some sort of detached zen master.

But when you’re putting together your marketing, writing up your sales letter or preparing an email blast (or even if you’re paying someone to do it for you), you’ve got to remember that what you personally like and what you’d personally respond to is about as important as what color socks Neil Armstrong wore on the moon.

Because you are not your target market any more than Al Bundy was an overweight woman in the Chicago burbs.

“But Chris, I’m not a washed-up 40-year-old ex-high-school-football star selling women’s shoes! I’m a yogi selling yoga stuff! I’m a hip 30 yea (more…)

The potential of postcard printing extends to more than just direct-mail-advertising but into the actual aspect of building customer relations.

One of the advantages of postcards is the ease and convenience in which you can send it to customers in bulk via direct mail. But when it comes to establishing a one-to-one marketing strategy, the beauty of postcards is in its inherent value.

Postcards as products

Customers perceive the postcards, like stickers and calendars, more as a product more than just advertisement. Tourists collect postcards as souvenirs, and when used to hold more meaningful message can be the customers’ souvenir from you. Does it sound too good to be true?

Many vintage postcards sold on e-bay from collectors are promotional postcards. And because advertisements often are limited edition, running for a specific campaign period, it is potentially more valuable. And with the millions of postcard collectors and traders, your postcard may just land into their hands.

Thank You Notes and Reminders

Postcards are a popular correspondence between friends. You can use your postcards to establish your own friendly relationship with your customers to gain long term loyalty.

People are becoming more and more adept at dodging advertising messages and very few trust them.

As ads become more redundant and impersonal, large businesses are finding ways to reach customers in more meaningful ways. They are hiring more salespersons to give away samples and man consultation booths, opening up more customer hotlines, and even sponsoring parties and activities.

Small businesses on the other hand have a greater advantage, they can engage more closely with their individual customers. When you want to personalize your service, you can use postcards to send your customers a variety of messages.

Servic (more…)