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A lot of marketing is common sense, but oddly, very few companies apply it. It takes daily, weekly, monthly discipline to persist in your marketing efforts to reach the pay-off! Set the stage. Sound the trumpet! And use the discipline of a fine orchestra to play, play, play your message so your clients and customers hear & remember you! 1. REALLY WAKE UP YOUR READER! Use a professionally designed and well-written direct mail brochure that has an element of refreshing surprise! Get their attention right away in the headline! Powerful headlines draw your readers to the rest of your marketing message. 2. COMMUNICATE CONFIDENCE! Does your direct mail piece reflect the look of a successful, established company, an experienced firm who has been around and understands the concerns of your customers? Will you "be around" when they need you, or do you look like a "fly-by-night" company on paper? 3. USE COLOR AND CREATIVITY! Don't be afraid to use color or colors to attract the eye, and emphasize your message. If you have a corporate color or colors, then by all means, use them to underline that business identity. Use innovative graphics, a photo, or line art to illustrate your message. You don't have to overdo: one simple design element can add flair to your Card. 4. MAKE A POINT -- 0R TWO POINTS! You can't, and don't want to, put your entire History on one direct mail piece. Choose one or two compelling points, and develop them briefly, closing with your compelling offer(see #5). 5. EXTEND AN OFFER THEY WON'T REFUSE! Create a sense of urgency in your direct mail literature, by moving your Reader to respond: Offer them something of value. This is the Age of Information. Offer some free, valuable educational info in your field. Perhaps it's a free fax answering their top 3 questions in your area of expertise. Don't just say, "Send for more information." (Have this offer created, printed or produced before the mailing). 6. INCLUDE YOUR LOGO. Don't let the fact that you don't have a logo stop you. Now is the perfect time to have a custom-designed logo created for your company. If you have a logo, use it on all your marketing pieces. Greco Writing can work with your existing logo, or create a new one for you, if you decide to take advantage of our services. 7. STRESS BENEFITS RATHER THAN FEATURES! A benefit is an advantage, positive result, effect, or answer your Client is looking for! A Feature is a fact or description about your service or product. Clients/customers are interested in the BENEFITS you can provide them, not the description of the technology you use to get them there! 8. ADDRESS A CHALLENGE YOU CAN SOLVE. Although you can never assume you know the specific problems and issues of a particular new customer, you do know the top concerns shared by most of their industry niche. Key in on one of these concerns, and illustrate in brief, punchy copy why your company is THE source to meet that challenge cost-effectively. 9. FOLLOW UP! FOLLOW UP! FOLLOW UP! Again, common sense is a rare commodity, and most businesses do not recognize golden leads when they receive them, and don't regularly and professionally follow up on them to develop an ongoing relationship. This means an investment of time, talent and marketing materials to continue getting your message in front of these potential new clients. 10. TRYING TO REACH TOP COMMUNITY OWNERS? USE VENDOR RESOURCE PACKET PARTICIPATION TO BOOST YOUR JOURNAL ADVERTISING! Market products and services to community owners nationwide? Then take part in the national VENDOR RESOURCE PACKET direct mail program, dedicated to providing quality information to Community Owners. Call Patti Greco for details, 508-582-0961. |
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