Sticky Postcard Marketing

    4 Easy Tips To Stay Committed

    As a business owner, there are probably plenty of times when at the end of the day, you feel farther behind than when the day first started. You’ve likely had days when an emergency has unexpectedly popped up and completely railroaded the progress you were making on a major project. And while you hate to admit it, chances are that you feel like you’re being pulled in too many directions all at once. As a result, your marketing efforts end up on a never-ending “to-do” list and continue to be shuffled down the ladder in terms of priority over things like meetings and payroll.

    At the end of the day, however, you know that sales is the lifeblood of your business and that marketing fuels sales. So how can you effectively launch – and stick to – a marketing campaign when you already feel like you’re stretched too thin as it is?

    Here’s a few tips to help…

    TIP 1: Set Realistic Expectations

    Most marketing campaigns don’t produce instantaneous results so it’s important to remember that launching a marketing campaign today most likely isn’t going to result in an influx of sales in the immediate 12 or 24 hours post-launch.

    As they say, patience is a virtue and this is especially true when it comes to the results your marketing campaigns generate. When planning out your marketing campaign, it’s important to have some idea regarding the potential ROI that will be generated. It’s equally important to be realistic with this number.

    TIP 2: Stay Committed

    It’s easy to abandon your marketing efforts if you’re not seeing the results you were expecting. This is one of the most common mistakes that business owners make. Just because a campaign isn’t delivering the results you were seeking doesn’t mean that it’s a complete dud or that your industry just isn’t “good” for marketing, however.

    If your marketing efforts are falling a little short, it’s time to re-evaluate. Perhaps you need to revise your messaging. Perhaps social media marketing isn’t great for reaching your target market, but Postcard Marketing is. There’s no set science to marketing so it’s important to stay committed to your efforts, as well as understand that tweaks may be needed along the way to improve the results of such efforts.

    Embrace technology and use it to your advantage. Just be strategic in what you decide to use, as well as how you will be using it.

    TIP 3: Monitor Your Results

    There are several metrics you should be tracking on a regular basis to see if your marketing strategy is one point. Key metrics may include:

    • Daily number of visits to your website
    • Total number of leads generated
    • Cost per response or lead
    • Number of inbound phone calls
    • Close rates

    And obviously the most important metric is the amount of revenue generated from your marketing efforts. It’s important to keep your thumb on the pulse of your marketing efforts since this information will help you determine whether your marketing strategy is working. If it is, you’ll find it to be a very motivating experience. If you discover that your strategy isn’t working as well as you had anticipated, depending on how you view the situation, it too can be a motivating experience since it’ll often times incite a sense of urgency in making the changes necessary to obtain a better ROI.

    TIP 4: Modify Your Strategy Based On Results

    If things aren’t going as well with your marketing campaign as you would like, don’t be afraid to make changes. Sometimes a minor change – like modifying your call-to-action or tweaking a few lines of copy – can increase revenue by up to 20%. Trying something fresh and new in your marketing efforts just may be the ticket to driving home better results. At the end of the day, if you’re not satisfied with your results, the worst thing you can do is nothing. We use this strategy often with our Postcard Marketing Campaigns.

    By embracing the 4 tips outlined above, you’ll be leaps and bounds ahead of your competitors, most who are probably struggling to launch a successful marketing campaign that is sustainable for the long haul.  Creating a marketing campaign doesn’t have to become an overly cumbersome, time-consuming process.  Neither does staying committed to it.

    We can help. We live, eat and breathe this stuff! December is the time to do this.

    Call 877-222-6010 today and we’ll take as much time as you need to map out an effective marketing plan that fits your budget and meets your objective.

      Postcards and Social Media

      If you’re like most small business owners, you’ve probably heard more than one self-proclaimed marketing guru state the following:

      1. Postcard marketing is dead.
      2. There’s too much “noise” on social media for your message to be heard, let alone for it to be effective.

      The issue here is that these statements couldn’t be farther from the truth. Don’t believe us?

      Here’s some food for thought. Recent studies indicate that:

      • Over 52% of all consumers read postcards
      • 92% of all businesses have increased exposure through social media marketing
      • 80% of businesses have experienced an increase in overall website traffic as a result of social media

      Now, let’s take this one step further.  If both postcard marketing and social media marketing are effective individually, what happens when you combine them into one power-packed, integrated marketing campaign?

      The answer: RESULTS

      When used properly, postcards can be extremely effective offline AND online marketing tools.   After all, they can’t be flagged for spam, don’t require an extensive SEO strategy to be successful and will often end up on someone’s refrigerator if your message is memorable or your offer is compelling enough.

      Here’s how you can up the ante across the board so that you’re obtaining maximum ROI on your business’s marketing efforts both in print AND the digital space.

      1. Add Social Media Buttons to Your Postcards

      While social media buttons work best online (since your customers and prospects can simply click on them and immediately be transferred to your company’s social media profiles), you shouldn’t discredit their effectiveness in driving social engagement in the offline world too.  Chances are you’ve seen Facebook, Twitter, and Instagram logos in print ads, as well as plastered on billboards and heck, probably even on the sides of buses.  There’s a reason for this.  It works.  So why not apply this same principle to postcards too?  It’s one of the simplest ways to generate interest in your business’ online social media presence.

      1. Provide Exclusive Offers on Postcards

      The most effective postcards offer real value.  The easiest way to deliver perceived value to the end reader of your postcard is by delivering special offers and exclusive discounts that can only be obtained if someone engages with your business on social media.   By doing so, you’ll give people a reason to interact with your social media pages.  If you want to take this one step further, make it easy for people to share your promotion on social media as well.  And if you REALLY want to drive engagement, you might consider hosting some sort of contest, where entries are only accepted once someone has shared something about your business on your desired social media platform of choice.

      1. Bridge the Offline and Online Gap with Custom URLs and QR Codes

      The KISS principle of design, developed by the U.S. Navy in 1960, is still alive and well – even over 50 years later!  Embracing this principle is more important than ever when trying to strategically link your offline and online marketing efforts.   After all, do you really think that people receiving your postcard are going to successfully this type the URL https://www.facebook.com/This-Is-The-Page-With-The-Longest-URL-In-The-World-WOW-Its-Really-Very-Long-220173687842 into their web browsers?

      There’s a higher probability that 10 of them will win a million dollars – today – than this happening.  If you’re going to print URL’s on your postcards, keep them as short as possible.  The less people have to type, the better.  If possible, use QR codes.  Instead of typing something into a web browser, your readers can easily scan the QR code with a smartphone app and be taken straight to your social media page.

      It’s fast, simple, and more important, it’s FREE.

      It’s no secret that postcard marketing can build credibility for your business in your local community, especially since most people feel that a company with the budget to undertake print marketing campaigns is more legitimate than one that doesn’t.  When you couple this with the immense marketing power social media offers, it’s a dominant combination that’s undeniably successful.

      If you’re ready to kick-start your postcard marketing efforts, check out our website or better yet, give us a jingle today at 866-319-7109.

      Sources:


       
       

        Holiday Postcards

        Ready or not, the holiday season is here.  Take advantage by using holiday cards stay top of mind with your customers or send holiday greetings with special offers to attract new customer. This strategy is highly effective, but before you start, make sure you read these seven holiday card marketing tips.holiday-cards

        1. Be Clear and Concise.  Even when you’re sending holiday postcards, you can use the reverse side to deliver a great message or offer.  If you are sending to both your customer list and to new prospects, consider altering the message slightly. Make it personal and heart-felt, with a note of thanks for allowing you the opportunity to serve them as customers.
        2. Dual Purpose.  Are you having a holiday customer event?  Charitable program?  Offering a holiday special? Thanksgiving Holiday Card
          Include that information on the card along with her holiday greeting.
        3. Don’t Sell.The holidays aren’t the time for salesy messages.  The holidays are about connecting with people on a deeper level.  Keep it light and friendly.
        4. Not Just Christmas.  Almost all businesses send Christmas cards.  Be different…remember there are several other holidays around this time. Thanksgiving, New Year’s, Valentine’s, Easter and beyond. There’s always something to celebrate with your customers.
        5. Have Fun.  People do business after they feel a connection.  Have some fun with pictures or opt for a
          photo card rather than a more traditional card.
          Be creative and show your company’s personality.Holiday Postcards
        6. Remember Everyone.  You know all those mailing lists you’ve been collecting throughout the year…remember everyone’s important (and a potential customer!)
        7. Don’t Be Late.  Send your holiday cards out at LEAST two weeks in advance of the holiday every month — oh…and if you’re a procrastinator…mail them first class as opposed to standard-class to ensure timely delivery…it’s a difference of about 10 days or so.

        Here’s to a great holiday season ahead!  We’re even going to make that a little easier on your budget!

        From now until January 5th, send any holiday postcard, photo card, or calendar card and SAVE 15% off your order excluding postage!

        Use these money saving promo codes to get your discount! 

        HOL15S – standard size, mailed First-Class
        HOL15J – jumbo size, mailed First-Class
        HOL15P – panoramic size, mailed First-Class
        HOL15JSC – jumbo size, mailed Standard-Class
        HOL15PSC – panoramic size, mailed Standard-Class
        HOL15SH – any size, shipped to you
        HOL15M – any size, magnetic stock
        HOL15PDF – any size, PDF Download

        Need help?  We’re here for you!  Call our team at 877.222.6010 today. We’ll help get your holidays started and save you money at the same time! Have a great one!  

          Postcard Marketing Fundamentals

          Did you know that postcards are the most likely mail piece to be read in your stack of mail?

          USPS states that 52.5% of consumers say that they read postcard marketing pieces. 46% say they respond favorably to repeated postcard mailings from the same company and are more likely to do business with those companies. Postcard marketing works, and one of the many useful tools in the postcard marketing toolkit is the reminder postcard. But starting with a blank canvas can be somewhat daunting.  We are here to help.

          Include the Basics

          Let’s start simple.   When building a postcard template, you should always include the basic information of your business. Essentials include:

          • Who you are
          • What you do
          • What are you offering
          • How your offer helps someone
          • Special Call to Action Promo
          • Expiration date
          • Contact Info

          This gives your potential customers everything they need to know so they can decide if they want to do business and how to contact you.  But make sure all of this information is easy to locate and is in a font that is clearly legible and large enough to be easily seen. I know…basic…but if I didn’t tell you and you missed it, I would feel terrible!

          Brand Imaging

          A unified brand image should be presented on the postcard. The postcard is another opportunity for you to define your brand image, specifically, the services you offer. Try to use a color scheme that helps convey your message. The postcard helps to build your brand, but also serves your customer or client needs, so make sure it leaves a positive impression.  Keep things, clean and simple and use high quality images when possible to convey a message.  You know the ole’ saying…an image is worth a thousand words. (BTW…a postcard doesn’t have room for thousand words)

          Welcoming Language…AKA “Tone”

          Use welcoming and inviting language in your postcard. Certain words have the power to appeal, but others can turn people away. Choose words carefully to convey your message in a fashion that is concise, yet still gives the recipient a warm and familiar feel.  A “Friendly Tone.”

          Capture the Reader’s Attention

          As I mentioned above, your postcard only has a limited amount of space to capture the readers attention. There are several ways to capture attention:

          • Clever tagline
          • Pleasant images
          • Extravagant colors
          • Special offer
          • Client testimonials

          Proofread for Accuracy

          I had to through this in.  I know…obvious…but check and recheck your work before you start Confirm the information is up to date and that you haven’t made any typos. These types of mistakes can detract from the professionalism of your business.

           Use High Quality Materials

          “Perception is Reality”…if your postcard looks cheap…customers think you’re not willing to make the investment in your company.  Make the extra investment to create a good quality product. Go with a good quality card stock as a way to convey that you offer a high quality service. Thicker card stock, a premium high gloss UV coating on one side – these make a positive impression that can help set you apart from the competition. Your business will be perceived as more professional when you present a more professional image.

          At www.prospectsplus.com/pei you can build your perfect postcard using our extensive industry specific image gallery and over 50 postcard templates.

          If you get stuck or want to chat about a potential strategy give us a jingle at 888-222-6010.

            Direct Mail Landing Pages

            Tips for Creating Highly Effective Landing Pages and Conversion Forms

            As a small business owner, we’re sure one of the first items on your start-up list was a spectacular website.  After all, If people can’t find you on the web, you might as well not be in business.

            But as technology has improved and consumer’s attention spans have regressed with the insatiable appetite for immediate gratification, “Landing Pages” have become almost a necessary for every business.

            A Landing page is any web page that a visitor can arrive at or “land” on. However, when discussing landing pages within the realm of marketing and advertising, it’s more common to refer to a landing page as being a standalone web page distinct from your main website that has been designed for a single focused objective.

            To make ROI soar, many businesses are combining the strengths of postcard marketing and online marketing so that the benefit accrued by one channel can be used to improve the effectiveness of the other. By designing highly effective landing pages, your direct mail marketing will be more likely to convert into paying customers.

            Here are three quick tips to increase the power of your landing pages.

            1.) Place the Conversion Form in Top Half of the Page

            The conversion form should be located above the fold in the landing page. This will enable leads to instantly view the offer provided in the conversion form. If the conversion form is placed in the lower section of the landing page, leads have to scroll down to have a look at the offer form. Some leads might not even scroll down and leave the landing page without seeing the offer form.

            2.) Include Only the Optimum Number of Form Fields

            The conversion form should only contain an optimum number of text fields. Sufficient care should be taken to design such text fields. When conversion forms carry a number of secondary text fields that are not actually needed for data collection, leads may very well abandon filling up the form and quit the landing page altogether. If possible, secondary or optional fields should be provided in the form of check boxes and radio buttons, or removed altogether.

            3.) Use an Uniform Call to Action Text

            Campaign managers need to have their call to action text sprinkled across the different sections of the conversion form and wider site. It is also more effective to use the same or similar text for each call to action button and heading, reiterating exactly what the customer will get when they complete the form. Conversion forms should be simple and straight to the point, and easy for anyone to understand.

            By using these techniques, campaign managers can see a dramatic increase in lead response rates.

            Need help implementing this technique?  Give us a jingle at 888-222-6010.  We’ll talk about your campaign then see how to implement an easy but effective landing page.

              Direct Mail Success

              Predictive modeling can boost your bottom line by allowing you to assign every customer a specialized customer category based in a specialized model – predicting the likelihood of the customer to take certain action. This may sound really hard, but in reality, it’s not. Stay with me…more on that later. Promise!

              Creating the Model

              There are four steps required in creating a predictive model, which determines the probability of certain events based on a target. Variable factors, which are the building blocks of your predictive model, include information like customer age, favorite color, how often they purchase, how many times they’ve frequented your business in the last year, for example. Let’s suppose you wanted to predict the likelihood of a customer visiting your store 5 times in the next 12 months, here’s how you’d proceed:

              1. Prepare Your Data

              Good data preparation is key. Data may be broken down into categories, such as:

              • Demographics: age, gender, income, or marital status.
              • Financial variables: income, or property ownership.
              • Geographic variables: zip code, region, climate.
              • Psychographic segmentation: lifestyle, personality values.
              • Behavioral segmentation: brand loyalty, benefits sought, ready-to-buy stage.
              • Past business history: total amount of previous purchases, responsiveness to marketing campaigns, returns.

              Once categories are determined, data can be pulled from a database, where it will be organized and formatted.

              2. Set Your Target

              Your target, in this scenario, is customers who will visit your store five times in the next twelve months.

              3. Determine the Most Important Variable Factors

              Depending on the software you use to create your predictive model, you may have to use your judgment to determine the most important variables, or the software may tell you. Some software even gives you both options; it will tell you what it likes, but allow the variables to be tweaked.

              4. Create the Model

              Predictive modeling software measures the importance of the variables and creates a model. As you fill in the variables, the model calculates the probability of certain events occurring, such as which customers, with the greatest probability, may return to your store 5 times in the next year.

              Ways to Use Modeling in Your Business

              Modeling can be used in a variety of ways to boost your business. Let’s take a look at some examples:

              • Retention efforts: Because retention efforts can be costly, ideally, you want to spend that money where it will be most effective. A predictive model can determine probability of retention and that helps you avoid spending money retaining those who were already staying anyway and instead direct those resources at those likely to leave.
              • Choosing content: You may choose to offer 50 different promotions on your website, and predictive modeling can help you determine which customers are likely to respond to which offers, based on browsing history and past behavior.
              • A/B tests: When A is stronger and B is weaker, we gravitate toward always using A, but some customers may be more likely to respond to B. Predictive modeling can help you know who’s most likely to respond to A or B, so you can keep both types of customers happy.
              • Using survey data: Surveys can gauge your customer’s level of interest in something. A predictive model can look at survey data and determine targets, then show you who your best prospects are.

              The Good News…It’s All Done For You!

              Nielsen Media Company has created a product called Prizm Code Data that has already done all the work described above. They even went a step further by naming them with really cool descriptions. Then we took the time to research each category and make category recommendations based on your industry.

              Check it out Here :

              So if you want to power up your response, cut down on waste and watch the pre-qualified leads come rolling in, get started today using Nielsen Prizm Codes on your next mailing.

              If you need help deciding which data best fits your objectives, give us a call at 888-222-6010.

              Some would say we’re sorta data geeks!

                Direct Mail Secrets

                Postcard marketing is still one of the most effective and overlooked ways to get new customers to discover the details of your business.

                It’s affordable, targeted and mercilessly immune to email spam filters! Top that with the fact that today’s economic climate has consumers eager for good news and good deals in their mailbox – and you have a recipe for success.

                If you’re ready to dive into the direct mail marketing waters, take heed to avoid the four most overlooked and underused elements of postcard marketing victory.

                1.  Don’t discount the list: Your prospect list is the most important part of your marketing equation. In the old days, companies would mail to entire cities in the hopes that a small fraction would raise their hand and say, “Hey that’s me!”

                Today, savvy entrepreneurs and business owners know that to get the most from their marketing dollars, they have to research first and mail later. A little time on the front end of the marketing equation can literally save thousands in lost marketing dollars on the back end by NOT mailing to those who in all probability would not purchase or benefit from your product or service.

                Take a look at your best customers. You know the ones that always buy, are always ready to give feedback and better still, first in line to send referrals your way. What are they like? What age are they? Where do they live? Figure that out and tap into today’s extraordinary ability to data mine for more consumers that fit that same “customer profile” and you’ve got the makings of a truly targeted list.

                2.  Capture their attention from the start.  You’ve got a minute tops to grab the reader’s attention.       What’s your headline? What’s most important to that “perfect customer” we talked about in step one? Draw them in out of the chute if you hope to take them from headline to offer to dialing the phone or visiting your site.

                3.  Make them an “offer they can’t refuse.” Sure, it’s a great line from an unforgettable movie, but it’s also the heart of what will cause people to act – or not. This is the time and space to make an offer that will not only get their attention but again, have them raising their hands to say, “Hey, I want that!”

                4  Track it. If you can’t track your marketing in today’s data driven world, don’t do it. With the advent of QR codes and tracking phone numbers there is no reason to stay in the dark wondering what works and what doesn’t. In this era of ever-changing technology, having the ability to track your success and failures (we learn from those too) is one of the greatest hidden secrets marketing experts deploy every day.

                So get out there. Start investing in yourself and your business with what still works – only better with the aid of technology, postcard templates and groundbreaking tools.

                Remember, you don’t have to reinvent the wheel. Sharing new and innovative ways to increase your customer base and grow your business is what we do.

                Call us today at 877-222-6010 or visit our site online at www.prospectsplus.com/pei

                 

                 

                  For many businesses, it can be tempting to think of marketing as an operational cost, just part of the cost of doing business.

                  In reality, marketing is an investment in your business – money you put back in to the business to help it strengthen and grow.

                  Businesses often struggle with the best way to determine their annual marketing budgets. There’s no simple formula, but there are guidelines that smart business people can follow to help ensure they budget wisely and appropriately for their marketing needs.

                  Basics for Sound Investing

                  It is common for businesses to base their marketing budget on the previous years’ sales numbers and then increase or decrease their marketing budget accordingly.  Be careful…there’s a real danger in that. The danger lay in a company spending what they want to spend on marketing, rather than what they should spend on marketing, and that gap can be the difference between status quo and growth.

                  The marketing investment must reflect three basics:

                  1. Reliance on solid data
                  2. Sound marketing strategies
                  3. Clearly defined goals.

                  Staying on Point

                  Businesses should review their marketing plan no less than once a year to ensure they stay on target. A comprehensive review requires asking some questions:

                  1. Have your target markets changed?
                  2. How has the competitive field changed?
                  3. Should we develop new marketing goals?
                  4. What are the strategies we need to implement to achieve these goals?

                  What was effective 10 years ago, 5 years ago and or even last year may not be what positions us for success today and into the future. Once you’ve answered these critical questions, then proceed to determining what current goals will cost, and whether your business can afford it.

                  Measuring Success

                  One advantage of thinking of marketing as an investment rather than a cost is that we understand investment often brings reward. Once you’ve made your decisions about how much you can invest and how to invest, then it’s time to measure that investment for return. Every postcard marketing campaign, sales promotion, and sales strategy should be generating revenue for your business. For example, if postcard marketing has a new customer acquisition rate of around 4%…are you finding your postcard marketing campaigns more or less successful?  If you fail to evaluate the return on your investment, how will you know if what you’re doing is truly effective?

                  There are rarely simply answers to nearly any question in business, but the answers are easier to find if you begin with asking the right questions. Sometimes you have to change how you’re thinking about the costs related to business and realize that what you put into it is what you get back out of it, and that’s not as easy as a simple number on a balance sheet.

                    Content Marketing

                    Why Bother with Content Marketing?

                    Content marketing is simply any marketing that involves creating and publishing educational content in a way that will create more customers for your company.

                    You may be wondering why you should spend the time and energy to create content like articles or white papers. First, you have to embrace the idea that your potential customers have questions. They want to know about your company, products, services, and why they should choose you over a competitor.  When you are able to create and propagate smart and effective content that answers those questions, you’ve created the most direct line to sales and loyalty. No business can afford to not create effective content marketing.

                    Businesses Are Struggling to Make Every Dollar Count

                    Most large brands use content marketing, and yet many profess not to be very good at it. However, effective content marketing is critical for small business in particular. Small businesses rarely have the luxury of bloated marketing budgets therefore every dollar must count. One of the main goals of content marketing is to build trust because when consumers have trust in your brand, they are more likely to purchase your products and services, and recommend them to friends and family.

                    Identify Key Components

                    When creating a postcard marketing campaign, for example, a business must identify business goals, target audience, the value they wish to create for the consumer, and the value they wish to create for their business. It can be invaluable to take the consumer’s perspective and ask what problems does the consumer have and what can I do to help solve them? Pull together a team of associates you can trust and who know your business from the ground up to help you really understand and develop your goals and potential strategies. Write down strategic possibilities and tie your business goals and objectives to your content marketing strategy.

                    Breaking Through

                    Consumers are often bombarded with advertising and brand messaging and finding a way to break through the clutter is a must. Your content marketing must address volume, value and variety. Your message needs to be always present. Postcard marketing is one piece, but you must also develop a strong web presence and build good will through word of mouth.

                    Businesses must identify what they want to communicate, specifically, what are the topics of conversation surrounding their brand. The goal then is to create valuable content around those topics. A business must be prepared to deliver their message in a variety of ways. Postcard marketing, a web presence, print advertising, blogs – these are all different ways to get your message out.

                    Four Musts for Good Content

                    Good content must be “findable”, “readable”, “understandable” and “actionable.”

                    Content must be easily accessible by your target audience. This can be achieved through using effective search engine optimization online, and using compelling imagery, packaging, and easy flowing text that makes your content messaging stand out in direct mail pieces.

                    Making your content readable means presenting it in a way that is reader-friendly. Bullet points, numbered lists and chunking are ways that can make your message more readable. These styles work well on postcards, websites and print ads.

                    Creating understandable content means content must be appropriate for your audience. For the audience at large, the less complex the better. If you’re marketing to highly skilled professionals, speak their language and stay on their level. Try to articulate your message in a new way.

                    Lastly, a call to action is critical. In a direct mail piece, such as a postcard, offer a web address for more information or for comments, offer a link to relevant content, give the consumer a summary of what to do, and where appropriate, ask for their business.

                    At ProspectsPLUS.com, we have tons of experience with content marketing.  Topics, formatting, location, accessibility and more.  If you want to try this strategy or want to improve on your current strategy, give us a jingle.  We just love chatting about this stuff!  877-222-6010

                      Trigger Postcard Marketing

                      When you’re doing postcard marketing, you’ve got a small space to make a BIG impression!

                      The good news is, it doesn’t take much space, it’s about using the space you have for maximum effectiveness. You’ve got a blank space to fill with style and artistry that’s breathtaking and awe-inspiring. You need good copy…I mean…you need the BEST copy!

                      Defining “best” is the part that’s not so easy. Let’s take a look at a few types of copy and why they’re effective.

                      1. The Plain Jane – Plain copy doesn’t use gimmicks, there’s no flash or sizzle. It simply presents facts and benefits. It may not set your customer’s hair on fire, but it gives them the information they need to make an informed decision, and sometimes that’s enough to get the job done.
                      2. The Storyteller – A story has four basic traits; opening, conflict, dialogue, and solution. A story may speak of a challenge someone faced, and how they overcame that challenge. The moral of the story, of course, is that your product or service was the catalyst to overcome the odds. The story doesn’t have to be dramatic; it just has to tell an engaging tale that frames a need for what you offer.
                      3. The Conversationalist – Conversational copy is written as if you and I are having a conversation. It’s as if we’re at lunch and you tell me you’ve been experiencing some dry skin lately. I tell you I used to have a terrible problem with that, but then I found a great product and my dry skin is a thing of the past. This type of copy can invoke passion for a product, making it quite effective.
                      4. The John Lennon – John Lennon asked us to imagine something very different from the world we understand. It was persuasive and imaginative. You can ask your customer to imagine something, like painless weight loss, or the joy of unwinding on a dream vacation. Ask your customer to picture something, or close their eyes and imagine it.
                      5. Long Copy – While this is not likely to lend itself well to postcard marketing, long copy takes the approach of “the more you tell, the more you sell.” Long copy lays it all out for the reader. It answers their questions before they’ve asked them.
                      6. The Poet’s Copy – Using poetry is a means of presenting an ad in a beautiful and moving way. While it educates and sells, it also elevates the reader with stylish prose. It is a combination of style and selling. If you choose this type of copy, do it well, or select a different style of copy.
                      7. Communications Direct from the CEO – When a CEO communicates directly with a customer, it gives the company a down-to-earth feel that makes the CEO seem approachable and caring. Jeff Bezos often uses Amazon.com’s homepage to reach out directly to customers in a plain and conversational style that presents the facts.
                      8. The Direct Approach – Sometimes copy benefits from just being “frank”. It starts not with the gems, but with the warts. It may point out all the negatives up front before introducing you to the benefits. Honesty and transparency about the weaknesses of a product can build trust with the customer. When you tell them about the bad things, they are more likely to believe you when you tell them about the good things.
                      9. Claims of Excellence – It is sometimes ok to be outlandish. It’s ok to say something could make someone a fortune, is a miracle, or you really can achieve this goal. It’s ok to say something, assuming you can back it up. You could back a claim up with statistics, testimonials, research, or all three. Because this type of copy can appear to be hype, use it sparingly.
                      10. Rejected and Dejected – Rejection copy tries to discourage people from being interested in your product. It conveys the notion that your product appeals to only a very exclusive set of people. This is known as the velvet rope approach. The Amex Black Card is a great example of this type of marketing. It’s reserved for the wealthy and elite and is available by invitation only. The exclusivity is part of the appeal, and this type of copy keys into one’s desire to belong.

                      Often, great copy combines a variety of techniques into one package. For example, a CEO sends a conversational note about his passion for a product, or someone sends a postcard explaining why certain people will not receive an invitation to dine at an exclusive restaurant.

                      There is an art and a science to creating good and effective copy, and with a little thought and practice, you can achieve a great and successful balance.

                      Need help figuring out which approach to take? We can help!  Call 877-222-6010 and we’ll take as much time as you need to understand your business and figure things out.