In my last post below, I issued a creative challenge to write a headline for the Bible.
Here are some of the best answers I received, including the title of this blog:
• If God Wrote A Book, Would You Read It?
• Life and Death of a Hero
• Eternal Salvation Can Be Yours For Only $19.97;
Free Bible With Every Purchase.
• The Syllabus For Your Final Exam.
• The Best Rule Book You'll Buy
For The Most Important Game In Your Life
• Destination Heaven: A Step By Step Guide To Achieving Eternal Life
• Do You Have Your “Required Reading” For Life?
• The Top 10 Commandments – And More!
• God For Sale, Cost – Priceless
• Dancing With The Devil? Need A New Partner?
If you have one you'd like to submit - just let me know. I am off to Europe this week to do presentations for the Belgium DMA and Swiss Post.
Thursday, November 12, 2009
Tuesday, November 10, 2009
How Would You Sell the Bible?
It's the most popular book of all time - reprinted in virtually every language.
Almost every home (and certainly every hotel room) has at least one copy, yet it continues to be one of the best-selling books year after year.
What can you possibly say about it - that hasn't been said a hundred times before?
That's your assignment - write a headline for an ad for The Bible.
I use this exercise in my Creativity Workshop, and you would be amazed at the wonderful answers I get.
I'll share a few of them in my next blog, but if you come up with a good one - I'd love to hear it. And there may even be a prize for the best answer.
So should divine revelation strike you - or you just think of something cool - let me know.
Almost every home (and certainly every hotel room) has at least one copy, yet it continues to be one of the best-selling books year after year.
What can you possibly say about it - that hasn't been said a hundred times before?
That's your assignment - write a headline for an ad for The Bible.
I use this exercise in my Creativity Workshop, and you would be amazed at the wonderful answers I get.
I'll share a few of them in my next blog, but if you come up with a good one - I'd love to hear it. And there may even be a prize for the best answer.
So should divine revelation strike you - or you just think of something cool - let me know.
Monday, November 2, 2009
Does Fear Work?
Many years ago, I did a letter for the American Cancer Society.
Because it's a subject very dear to me, having been a cancer survivor, I spent a great deal of time writing the most powerful appeal I could.
When I read the letter to the marketing person, she almost burst into tears.
I was pleased with her reaction , but not her decision. 'We can never send out a letter like this," she told me, "No one would ever be able to finish reading it."
She explained to me that the American Cancer Society tested many approaches, and they had found that positive outpulled negative by a wide margin. "You have to give people the feeling that we're one test tube away from beating this thing...and that their donation could make a real difference."
And so I revised the letter accordingly.
Today I work for Life Line Screening, which has done vascular screenings for over 6 million older Americans and saved thousands of lives. Our new approach is unlike anything I've done before. The outer envelope reads "Good News about Strokes"" and talks about how they can be prevented.
Will it work better than more dire approaches? Will the good news convince people to act? I'd love your take on it - and I'll (literally) keep you posted.
Because it's a subject very dear to me, having been a cancer survivor, I spent a great deal of time writing the most powerful appeal I could.
When I read the letter to the marketing person, she almost burst into tears.
I was pleased with her reaction , but not her decision. 'We can never send out a letter like this," she told me, "No one would ever be able to finish reading it."
She explained to me that the American Cancer Society tested many approaches, and they had found that positive outpulled negative by a wide margin. "You have to give people the feeling that we're one test tube away from beating this thing...and that their donation could make a real difference."
And so I revised the letter accordingly.
Today I work for Life Line Screening, which has done vascular screenings for over 6 million older Americans and saved thousands of lives. Our new approach is unlike anything I've done before. The outer envelope reads "Good News about Strokes"" and talks about how they can be prevented.
Will it work better than more dire approaches? Will the good news convince people to act? I'd love your take on it - and I'll (literally) keep you posted.
Thursday, October 8, 2009
Now is the Best Time...
Remember how much direct mail you used to receive?
How much time it took you to sort through it, see what was interesting or relevant, and select the envelopes you wanted to open?
Not anymore.
Direct mail volume is down significantly in the last quarter of 2008, and the first two quarters of 2009 - and it doesn't look to improve any time soon. The USPS admits that volume is down 20% - but I think it's much, much higher. Plus it seems very few companies are investing in larger size or dimensional packages.
Which means..now is a great time to send out direct mail for your company!
There's less competition, less clutter in the mailbox, and less likely for your direct mail to be lost in the shuffle.
In the recession of the 80's, the late Sam Walton was asked what WalMart would do about the recession. He answered "We don't plan to participate."
You can take advantage of this historic opportunity - to use direct mail to reach more prospects, gain more customers, and get a better response than ever before.
How much time it took you to sort through it, see what was interesting or relevant, and select the envelopes you wanted to open?
Not anymore.
Direct mail volume is down significantly in the last quarter of 2008, and the first two quarters of 2009 - and it doesn't look to improve any time soon. The USPS admits that volume is down 20% - but I think it's much, much higher. Plus it seems very few companies are investing in larger size or dimensional packages.
Which means..now is a great time to send out direct mail for your company!
There's less competition, less clutter in the mailbox, and less likely for your direct mail to be lost in the shuffle.
In the recession of the 80's, the late Sam Walton was asked what WalMart would do about the recession. He answered "We don't plan to participate."
You can take advantage of this historic opportunity - to use direct mail to reach more prospects, gain more customers, and get a better response than ever before.
Expand Your Mind
I just spoke at the Canada Post conference in Toronto, and I heard a number of excellent speakers that I wanted to share with you.
Mike Maguire, CEO of Structural Graphics talked about the integration of media. His main point was "there's not a digital world and a print world. There's just one world, and it all should be focused around the customer."
He also showed some stunning examples of what his company can produce - included a video panel that was integrated into the cover of Esquire magazine. It showed a commercial for Ford trucks.
Laurene Cihosky, Senior Vice President of Canada Post, also gave a great presentation on the main issues facing direct marketers these days. They are:
1. Rebuilding your customer base. This includes acquiring new customers and retaining existing ones.
2. Doing more for less - improving the efficiency of your marketing
3. Integrating new media into the mix, including mobile marketing (which is growing fast) and soical media.
4. Addressing environmental issues
The conference was chaired by Mike D'Abrama of Youthography, which is one of North America's leading research and consulting companies on the the under-35 market.
By the way, the invitation to the Conference included an X-ray of a huge skull, with the theme "Ideas That Will Expand Your Mind." It was created by Draft FCB and entered in the John Caples Awards this year. I think it has an excellent chance to win.
Mike Maguire, CEO of Structural Graphics talked about the integration of media. His main point was "there's not a digital world and a print world. There's just one world, and it all should be focused around the customer."
He also showed some stunning examples of what his company can produce - included a video panel that was integrated into the cover of Esquire magazine. It showed a commercial for Ford trucks.
Laurene Cihosky, Senior Vice President of Canada Post, also gave a great presentation on the main issues facing direct marketers these days. They are:
1. Rebuilding your customer base. This includes acquiring new customers and retaining existing ones.
2. Doing more for less - improving the efficiency of your marketing
3. Integrating new media into the mix, including mobile marketing (which is growing fast) and soical media.
4. Addressing environmental issues
The conference was chaired by Mike D'Abrama of Youthography, which is one of North America's leading research and consulting companies on the the under-35 market.
By the way, the invitation to the Conference included an X-ray of a huge skull, with the theme "Ideas That Will Expand Your Mind." It was created by Draft FCB and entered in the John Caples Awards this year. I think it has an excellent chance to win.
Monday, September 21, 2009
Clip about vendor pricing
I've never had a problem with pricing.
I've always tried to be upfront and fair with my clients, and they have treated me the same way.
But if you're a freelance copywriter or designer, you're going to identify with and love this little spot.
http://www.youtube.com/watch?v=R2a8TRSgzZY
In fact, it might be something you want to share with a difficult client. It's a fun way to point out what they may be doing to you.
I've always tried to be upfront and fair with my clients, and they have treated me the same way.
But if you're a freelance copywriter or designer, you're going to identify with and love this little spot.
http://www.youtube.com/watch?v=R2a8TRSgzZY
In fact, it might be something you want to share with a difficult client. It's a fun way to point out what they may be doing to you.
Read this if you want to improve e-mail response
One of the most effective ways to write a good Subject Line for your e-mail is to "target your market."
In other words, if you are e-mailing to customers, you might use a subject line that says "Special Offer for Customers Only."
You can also use this technique for prospects. I recently received an e-mail from Robert Bly, author of over 70 books on direct marketing and copywriting. I recently did a webinar with him for Target Marketing magazine, and I signed up for his free newsletter at www.bly.com
Bly just sent subscribers an e-mail selling his book on Internet Marketing Over 50. If you were selling this book, and you needed a Subject Line, you have plenty of alternatives to choose from:
• Make Money After You Retire
• "Work" Only an Hour a Day
• New Book Shows You How to Build Retirement Income
...but all of these sound "salesy" and I think I've heard them before. So Bly simply targeted his market, with a Subject Line that read "Read this only if you are 50 or older." I am, I did, and it worked.
It wasn't the most creative headline in the world, but it may have been the most effective. Is this an idea you could test in your next e-mail?
In other words, if you are e-mailing to customers, you might use a subject line that says "Special Offer for Customers Only."
You can also use this technique for prospects. I recently received an e-mail from Robert Bly, author of over 70 books on direct marketing and copywriting. I recently did a webinar with him for Target Marketing magazine, and I signed up for his free newsletter at www.bly.com
Bly just sent subscribers an e-mail selling his book on Internet Marketing Over 50. If you were selling this book, and you needed a Subject Line, you have plenty of alternatives to choose from:
• Make Money After You Retire
• "Work" Only an Hour a Day
• New Book Shows You How to Build Retirement Income
...but all of these sound "salesy" and I think I've heard them before. So Bly simply targeted his market, with a Subject Line that read "Read this only if you are 50 or older." I am, I did, and it worked.
It wasn't the most creative headline in the world, but it may have been the most effective. Is this an idea you could test in your next e-mail?
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