According to Denny Hatch (Direct Mail Expert); below is a list of the most evocative words in the English language:
MONEY, FREE, LOVE, SAFETY
GUARANTEE, HEALTH, RESULTS
You have approximately 5-seconds to convince a person to read your mail piece. No matter which key copy driver you choose, you still need to put that message into the words that will make your customers want to read your mail piece. Use these 3 important tips (from Pat Friesen – award winning copywriter) to make your direct mail speak to your customers.
Short Sentences: Sentences should be one-and-a-half lines or less.
Short Paragraphs: Paragraphs should rarely exceed 6 lines.
Use these basic direct marketing practices and watch your direct mail campaigns come to life!
Marketing expert Ed Mayer advanced a formula for direct marketing called the “40/40/20 Rule”. Though developed in the 1960’s, the concept is still viable and is worth keeping in mind when creating your direct marketing campaigns.
The rule reflects that the first 40% of emphasis lies in determining the audience you are making the offer to. The next 40% should be placed on what you are offering and how you’re offering it. The last 20% should focus on creative, format, production, etc.
Remember, you can put all of your effort into creating an absolutely beautiful mail piece, but it won’t matter if you’re not sending it to the “right people”. #DirectMailWorks
Today, people are inundated with advertising, which can lead them to burn out and tune out. As campaigns ramp up for the 2016 holiday season, it’s time to start thinking about effective ways to break through the clutter so your message gets heard-loud and clear.
Direct mail is the spark that can initiate action. Year after year, it continues to prove itself as one of the most engaging and effective channels.
Not only is direct mail a proven backbone for digital experiences, it is a unique platform that enables you to micro-target and measure campaign results.
With the ever-expanding use of technology, many are now turning to digital channels for their news and product information research. Social, mobile and search engines have become key players in reaching and engaging both mass and targeted audiences. Direct mail is part of a multi-channel campaign can play a big role in propelling buyers toward digital experiences.
Why does multi-channel marketing work? Using a variety of media channels – from mobile to print to online ads – can help stave off the standard/expected trailing response rate of campaigns. This strategy can result in upticks or surges, allowing you to extend your reach and strengthen your message’s impact.
Digitally enabled direct mail can be highly effective because it:
- Merges tangible and digital elements that can stimulate the recipient’s senses while instantly delivering relevant information.
- Helps break through the “noise” to bolster engagement.
Social media changed the entire marketing structure for businesses. The ability to reach a large audience in a simple and lightning fast manner leveled the playing field and allowed all businesses the chance to affordably market.
Social media put an end to “One Way Street Marketing”. Today’s businesses are able to engage with their existing and potential clients and in real time. Positive engagement with customers can lead to improved reputation and referrals which leads to more sales.
As the world is becoming predominantly mobile, social media sites allow your advertising to be seen in a mobile optimized format. Be sure your website is mobile enhanced too. The majority of internet access is done on a mobile device today, and the social media landscape is a very strong driver to your company website.
Traffic to your website not only connects your audience to your business, it enhances your organic search engine optimization (SEO) which will make it easier for people to find your business on the web. Social media networks are becoming search engines unto themselves and offer many opportunities to incorporate SEO enhancements such as keywords and back links.
If you aren’t utilizing social media in your marketing strategy today, you’re missing out on new business.
Ron and Joy Z are currently serving on the board of this industry association dedicated to the direct mail, printing and fulfillment industries.
This 3-day conference attracts companies from all over Texas, Louisiana, Arkansas and Oklahoma. Speakers from across the country reviewed the latest happenings within the United States Postal Service, new marketing trends and cyber security. Our Joy Z presented Jack Gressett of Admail with this year’s Helsley Family Award and our Ron was on the winning team for the first ever Epicomm-SW Chili Cook-off. Ro’s team won for best presentation!
The President of Epicomm national quoted our January newsletter during a lecture and highlighted BEB as a progressive and growing multi-channel marketing company.
Robert “Bob” Royall was one of the original founders of the 50-year strong industry organization, and was a previous president. Our Ron served as president of the SW Chapter in 2013.
This 4-part series covers marketing basics that every business should use. Our first class covers blogging. Learn the reasons why a business should blog and the importance of keeping your website content fresh and consistent. We’ll discuss topics for content, when and where to find suitable content, how often to post and how to create back links to your website that will help with your organic Search Engine Optimization.
Next up? Social media. What is the value of a “Follow”, a “Like” or a LinkedIn endorsement? Does social media bring new clients within a B2B platform? Does Twitter or Facebook generate revenue? Learn the value that social media can bring to your business, understand the demographics of the people on different platforms, and learn how the most used social media environments differ.
The 3rd class in our wildly popular series covers email & direct mail. Learn about the
minefields surrounding email blasts and privacy regulations. We discuss how to study, catalog and build your email list and identify content and links that can help with your organic SEO. We’ll also review several online email services available to make online marketing easier.
Learn how direct mail has become a digital driving machine with a long shelf life. The printed piece has become interactive with QR Codes and Augmented Reality and tracking results is easier than ever before.
The last class is about organic Search Engine optimization (SEO). Our partners at Siteboxpro, a local leader in SEO and web marketing, will conduct this class. Learn about the process of organically improving the visibility of your website in search engine results.
Our guest lecturers will review the parts that make up a search engine result. They’ll show you ways to take advantage of local searches using free services like Yelp or Google maps. We’ll discuss target-paid listings, budgets, and learn about different kinds of searches.
Classes are kept to a maximum of 15 people to enable accelerated interaction and enhanced learning. Lunch is included with the registration fee. This series has consistently been rated Excellent by our over 50 graduates. 97% of all attendees surveyed say they would recommend the series to a friend.
Classes are conducted at our facility in The Museum District of Houston Texas (near I69 & Main Street). Special rates are available for multiple classes. Classes usually SELL OUT, so register TODAY! Click here for more details.
Our award winning, interactive calendars are ready! If you haven’t already received one, and would like one (or more), click here and we’ll send you yours right away!
The BEB Calendars have a QR Code for each month. Scan it, and you’ll receive a special message from us throughout the year! Last year, our calendars were scanned over 1,500 times. Join in the fun today. Check out the January QR Code message here.
Blogging: Tuesday, February 2, 2016 11:30 – 1:00pm
Social Media: Tuesday, February 9, 2016 11:30 – 1:00pm
Email | Direct Mail: Tuesday, February 16, 2016 11:30 – 1:00pm
Search Engine Optimization: Tuesday, February 23, 2016 11:30 – 1:00pm
TWITTER 2.0: Tuesday, March 15, 2016 11:30 – 1:00pm
FACEBOOK 2.0: Tuesday, March 22, 2016 11:30 -1:00pm
LinkedIN 2.0: Tuesday, March 29, 2016 11:30 – 1:00pm
Classes have a maximum of 15 students for personalized learning and maximum interaction. Cost is $30 per person, per class (with discounts for multiple class registration), and lunch is included. The series is held at our facility in the heart of the Houston Museum District.
We’ve had over 60 attendees in the past year, and classes fill quickly. Register today.