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First and foremost - You should identify your target market. Target your direct marketing lists. Identify who you are selling to, and why they should buy from you instead of your competition. Keep in mind that placing your offer in front of 100 targeted response leads that have shown an interest or have a history of using your product or service can be much more effective than marketing to 1000 non pre-qualified leads.
Find an angle: Attract attention with your mail piece, grab your prospects interest, and hook them in with your offer. The goal is to offer the sales prospects something so irresistible that he or she will immediately want it. Some companies will hook new clients in with an offer close to cost with hopes of retaining the clients in the future.
Your message: Choose a benefit with enough appeal to play on impulse buyers emotions. Know why people buy and identify their want or need. What problem are you going to solve? What "want" will you fulfill? Make sure that your direct mail creative is appealing, start at the stamp and go from there.
Prove it to them: Explain how your service, or your product will perform, and fulfill the prospects wants or needs.
Make it easy to buy: If you want them to place an order make it as easy to make a purchase or gather more information as possible. If you want folks to call you, get a Toll-Free number, if you want to generate a lead, create an easy to fill out form on your website. You may want to include a business reply card with your direct mail piece.
Motivate your prospects take action: Use coupons and other time sensitive limited-term sale offers to create a feel of urgency, promotional techniques like coupons with expiration in bold will highly increase your response rate.
Brian E. Knapp
Capital Media Services Inc
PH: 919-329-2504 ext 102
New York Times
What Advertising History Says About the Future of Fake News
New York Times
But two lessons from the history of advertising suggest that the fake news phenomenon is likely to change significantly in the years to come. Prospects are gloomy for the near future, as this kind of advertising extends beyond politics. History also ...
Sports advertising: A whole new ballgame
Sport leads the way in many areas of new developments in the media, and that's as true about advertising as it is about broadcasting. These days, ads across the sporting world are often breaking barriers or trying out new strategies with digital ...
Dodge Challenger Demon ad turns into best electric vehicle advertising yet
An interesting study of advertising instances and spending for electric vehicles by automakers that came out a year ago shows that they are pushing to sell EVs significantly less than gas-guzzling cars, and are not spending a lot of money to try to ...
What you need to know in advertising today - Business Insider
GDPR, a major new piece of European regulation that addresses how EU citizens' data can be used by corporations, kicks in today. Any organisation that is ...
How Artificial Intelligence Can Improve Advertising - Business.com
Artificial intelligence presents great opportunities to make our lives better. Can it help with advertising too?
Tackling Digital Frauds To Restore Consumer Confidence In ...
Tony Merpi, advertising and marketing executive for Automotive News, dies
DETROIT — Tony Merpi, Automotive News' top advertising and marketing executive through a period of extensive growth for the publication in the 1990s and 2000s, died on May 25 after a long illness. Merpi, 74, joined Automotive News in 1976 as a sales ...
How temperature affects our response to advertising
She says businesses operating in countries with large seasonal temperature variations should choose emotionally cold advertising appeals during the summer months and emotionally warm appeals in winter. Similarly, the research suggests international ...
How to opt out of most internet advertising: Jeff Rossen demonstrates
Step by step, TODAY national investigative correspondent Jeff Rossen takes you through a simple way to stop most websites from bombarding you with those annoying ads based on your browsing history.
Las Vegas Review-Journal
Las Vegas tourism board approves $101.5M advertising budget ...
Las Vegas Review-Journal
The Las Vegas Convention and Visitors Authority board of directors on Thursday approved a $359.8 million operating budget that also continues the process of ...
Europe's looming privacy law GDPR may hand an advertising opportunity to two unexpected players
That's because advertisers are likely to be more selective in where they run digital ads, and will favor companies that have clear and direct data relationships with consumers. Target and Walmart fit the bill. Indeed, retailers that have long wanted a ...
GDParrgh...Who will be the main loser from Europe's new data-privacy law?
US News Outlets Block European Readers Over New Privacy Rules
How Your Favorite Tech Blog Is Grappling With Europe's New Privacy Law
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