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Casual Articles - Direct Marketing isn't all Brute Force
There are many reasons why artists are attracted to the print market. First and, perhaps, foremost is the fact that publishing your art makes it available and affordable to the widest audience in the shortest period of time. In a matter of weeks after publication, a limited edition art print is in a position to be seen and purchased by galleries, distributors, collectors, print dealers and a wide variety of art buyers. This type of exposure adds credibility and recognition for
If you have any project you are just stuck on, do not have the time for, or is just out of your means you might want to consider a freelancer. There are people all over the internet with the necessary skills for any project you might have just looking for freelance jobs. A freelancer can be the answer to all your problems for many reasons.By posting freelance jobs you can save money and get quality results. You can save money in two different ways. First, a freelancer is ge
It’s tempting to think the only thing that matters with direct marketing copy is to get the tried and tested elements in place.
If that were the case, you would be able to buy DM copywriting software.
You would just enter a few lines of information about your product - price, offer and audience - and the software would draw on a database of thousands of previous, proven DM letters and ads. Press Enter and you would have near-perfect copy delivered to your screen in the blink of an eye.
Sounds cool, eh?
The trouble is, the ‘metrics’ approach to direct response writing – whether written by you or a machine - limits your potential considerably.
One major attribute of every good direct response piece is how it touches its audience at a personal level. Great DM speaks to us as individuals. It touches our hopes, fears and ambitions. It makes us feel, it makes us ‘want’.
And by that, I’m not talking about the ‘smack-em-in-mouth’ approach. As in, “If your life isn’t insured, your children could end up on the streets”. Or, “Get out of debt in 30 minutes”. I don’t think our industry is served well by manipulating the fears of decent people. Or over-promising in any way.
<Excuses. If you're responsible for the performance of a group, you've heard excuses.Your job is to get rid of those excuses. With excuses gone, the real slackers stand out from the crowd. Then you can concentrate on rewarding and supporting your producers. You can zero in on the slackers and offer them the choice of repentance and reform or documentation and departure.There are two kinds of excuses. Some excuses grow out of the way that you assign work. They're re
You would just enter a few lines of information about your product - price, offer and audience - and the software would draw on a database of thousands of previous, proven DM letters and ads. Press Enter and you would have near-perfect copy delivered to your screen in the blink of an eye.
Sounds cool, eh?
The trouble is, the ‘metrics’ approach to direct response writing – whether written by you or a machine - limits your potential considerably.
One major attribute of every good direct response piece is how it touches its audience at a personal level. Great DM speaks to us as individuals. It touches our hopes, fears and ambitions. It makes us feel, it makes us ‘want’.
And by that, I’m not talking about the ‘smack-em-in-mouth’ approach. As in, “If your life isn’t insured, your children could end up on the streets”. Or, “Get out of debt in 30 minutes”. I don’t think our industry is served well by manipulating the fears of decent people. Or over-promising in any way.
Lots of theories out there about public relations.Everything from “publicity’s the thing!,” “the care and feeding of reputations and “sales support is primary” to “gain and hold public acceptance,” and “issue management’s the thing.” among many, many others.But for business, non-profit and association managers, the big, bang theory of public relations trumps them all when it alters individual perception leading to changed behaviors among their key outside a
Sounds cool, eh?
The trouble is, the ‘metrics’ approach to direct response writing – whether written by you or a machine - limits your potential considerably.
One major attribute of every good direct response piece is how it touches its audience at a personal level. Great DM speaks to us as individuals. It touches our hopes, fears and ambitions. It makes us feel, it makes us ‘want’.
And by that, I’m not talking about the ‘smack-em-in-mouth’ approach. As in, “If your life isn’t insured, your children could end up on the streets”. Or, “Get out of debt in 30 minutes”. I don’t think our industry is served well by manipulating the fears of decent people. Or over-promising in any way.
The components of a successful sales performance management system include first of all having well defined revenue plans and revenue and margin objectives. Often times, this includes having bookings objectives for your individual sales people. Having well defined sales territories relating to those targets. And of course, having a strong, well documented plan, in terms of who your target markets and customers are within your territories.In addition to having a revenue pla
And by that, I’m not talking about the ‘smack-em-in-mouth’ approach. As in, “If your life isn’t insured, your children could end up on the streets”. Or, “Get out of debt in 30 minutes”. I don’t think our industry is served well by manipulating the fears of decent people. Or over-promising in any way.
Why does a good business relationship rely on having some common business objectives?As you attend networking events, you will gradually find ways that make it easy for you to mingle and be heard. Your message will need to be clear, focused and consistent each time. You will find that many of the people you met at one event will attend others you go to. These are the people that you will likely form a kind of bond with. It is these people you can work with to brainstorm on
>> An example of DM copy that touches the reader
A long time ago I was given the job of beating a control brochure that was selling a book on the subject of US forces in Vietnam.
I changed nothing except the captions under the photos.
I remember one photo that showed an American ‘Tunnel Rat’ about to enter one of the Viet Cong’s tunnel systems. A scary job, to say the least. The existing caption said something like, “At the entrance of a tunnel system”.
There are two things wrong with this caption. First, it is redundant, telling you nothing the photo itself doesn’t already communicate. Second, it fails to ‘touch’ the reader in any way.
It’s a long time ago, but my rewrite was something like this, “Tunnel Rat tenses before plunging into the darkness”.
What I wrote was probably much better than that. I spent a lot of time on that brochure. But hopefully you get the point. What I did was use words that said something the photo alone didn’t express. I also put the reader in the mind of the soldier. To some small degree. I simply
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