Improve Your Response with Alan Rosenspan

This May Interest You

2012-01-26T15:04:00.000-08:00

If you haven’t seen the campaign for Dos Equis beer, you’re missing some of the freshest and funniest advertising in the world.

Created by the advertising agency Euro RSCG in 2006, it was rolled out nationally a couple of years ago. “The Most Interesting Man in the World” features a fictional spokesperson in fabulous locations, usually surrounded by beautiful women.

He has only a few lines in each spot, and they never change. “I don’t always drink beer. But when I do, I prefer Dos Equis.”

It’s not exactly a ringing endorsement - but what makes the campaign so...well, interesting...is the copy. Here are a few examples:

The police often question him just because they find him interesting.

If he were to pat you on the back, you would list it on your resume.

When in Rome, they do as he does.

Even his enemy’s list him as their emergency contact.

His passport requires no photo.

The Most Interesting Man in the World is actually a former bit actor named Jonathan Goldsmith. It has grown into one of the most profitable campaigns in the world. Sales of Dos Equis have increased by 22% at a time when sale of other imported beer fell in the U.S.

Dis-Satisfaction Survey

2012-01-16T06:00:00.000-08:00

You have to give them credit for trying...

Since my last post, I received a Customer Satisfaction Survey from the USPS - the first ever, I think. Although I may have overlooked them in the past.

It was created by Maritz Research and included 29 comprehensive questions; about sending and receiving letters and packages; visiting the post office; using USPS products and services and a few demographic questions about my business.

The survey was well done (if a bit long) and was attached to a short note from Susan LaChance, who is the USPS Vice President of Consumer and Industry Affairs. It thanked me for my business and for completing the survey, and even gave me the option of taking the survey on the web.

There was, alas, only one problem....

The Survey was non-personalized (although it did have a unique Login and Password number.) And it was addressed to Mailing and Shipping Manager - which I am not.

It was also sent to my long-defunct organization, The Association for Innovative Marketing, which last did business back in 1996.

It might be a good idea to update your database...oh, every 16 years or so.

Direct Hit to Direct Mail

2012-01-13T11:43:00.000-08:00

The U.S. Post Office is pushing ahead with over $3 billion in budget cuts, and plans to close almost 50% of the nearly 500 mail processing centers across the country.

They are also planning to shut 3,700 local post offices.

The immediate impact is that mail will take more time to deliver - and that same-day delivery of first-class mail will disappear.

Periodicals and third-class mail will also take longer to arrive.

What are the implications for your direct mail? I see three areas you may want to think about.

First, and most obviously, you may want to add 3-5 days to any deadline you have on your offers. If you are using a specific date - e.g. Respond by February 8th - you may want to extend that.

Second, you may want to move more of your mail to first-class. If all direct mail takes longer to receive, you may want to minimize that delay. Plus we know that sending mail first-class (with live stamps) almost always improves response.

Third, if you haven’t already, you may want to take a longer look at alternatives to direct mail.

Jim Corridore, industry analyst, has this to say about the U.S.P.S. "Over time, to the extent the customer service experience gets worse, it will only increase the shift away from mail to alternatives. There's almost nothing you can't do online that you can do by mail."

The USPS is also waiting for Congress to approve their plans to end Saturday delivery; and raise stamp prices.

I’ve always been a big fan of the Post Office - but they are projecting a $14 billion loss in 2012, and they may even be heading for bankruptcy.

How Many Did You Get?

2011-10-24T06:16:00.000-07:00

In my last blog post, I shared the first 15 questions from the DMA Creative Certification Course, which I recently developed.

Here, as promised, are the answers.

1. What should be the goal of creative work?
d. it should make people respond

2. What’s the first question to ask of any direct mail package, print ad, e-mail or press release?
c. Does it have a big idea?

3. How many main messages should be included in your creative work?
a. one

4. You should always make your customers and prospects look good – and not put them down.
True ___

5. It’s a good idea to encourage people to spend more time with your direct mail, website or other communications.
True ___

6. You need to develop a good brief or Creative Strategy Form to get good creative work
True ___

7. Direct marketing has to work harder than other forms of advertising because:
d. it has to get people to act

8. How can you increase credibility in your direct marketing?
(a. use specific facts)
(b. use numbers and lists)
(c. use testimonials from customers)
d. All of the above

9. How important is the offer in direct marketing?
c. critical to it’s success

10. You should give creative teams at least one month to develop effective concepts.
False ___

11. How can you add value to your direct mail package? 
(a. add information that helps people)
(b. add tips or advice)
(c. add a recipe)
(d. add something to make them smile)
e. Any of the above

12. How can you add urgency?
c. give the offer a deadline – “respond by” date

13. People are more motivated by the fear of loss, than by the prospect of gain.
True ___

14. The more targeted a direct mail package is – the more effective it will be.
True ___

15. In general, the direct mail format that produces the highest response is:
c. box or dimensional mailing

Did you get them all right? Most of them? Do you disagree with or would you like more information on any of the answers? Just e-mail me at arosenspan@aol.com

DMA Test

2011-10-13T07:07:00.001-07:00

The DMA asked me to develop the first Creative Certification Course, which I just presented at the DMA Annual Conference.

The two-day course was designed to show how to recognize great creative, what to look for, and what to avoid; how to know if something will work before it goes out; and also how to motivate creative people to do their best for you.

40+ attendees received a comprehensive workbook, and had the opportunity to discuss their specific issues, ask questions, evaluate case-histories and participate in fun exercises.

They then had to pass a 30-question test on "Evaluating Creative" to receive their official DMA Certificate.

How well would you do on the test? The first 15 questions are posted below - the answers will follow in another post.

Section 1:
Evaluating Creative Work

1. What should be the goal of creative work?

a. it should make you laugh
b. it should make you think
c. it should win an award
d. it should make people respond

2. What’s the first question to ask of any direct mail package, print ad, e-mail or press release?

a. how much does it cost?
b. is it original?
c. Does it have a big idea?
d. will people like it?

3. How many main messages should be included in your creative work?

a. one
b. two
c. at least three
d. as many as will fit

4. You should always make your customers and prospects look good – and not put them down

True ___
False ___

5. It’s a good idea to encourage people to spend more time with your direct mail, website or other communications.

True ___
False ___

6. You need to develop a good brief or Creative Strategy Form to get good creative work

True ___
False ___

7. Direct marketing has to work harder than other forms of advertising because:

a. it’s more expensive
b. people don’t like direct marketing
c. it’s measurable
d. it has to get people to act

8. How can you increase credibility in your direct marketing?

a. use specific facts
b. use numbers and lists
c. use testimonials from customers
d. All of the above

9. How important is the offer in direct marketing?

a. not important 
b. somewhat important
c. critical to it’s success

10. You should give creative teams at least one month to develop effective concepts

True ___
False ___

Section 2:
Evaluating Print and Direct Mail

11. How can you add value to your direct mail package? 

a. add information that helps people
b. add tips or advice
c. add a recipe
d. add something to make them smile
e. Any of the above

12. How can you add urgency? 

a. show photographs of people in a hurry
b. tell them how much they will benefit
c. give the offer a deadline – “respond by” date
d. all of the above

13. People are more motivated by the fear of loss, than by the prospect of gain

True ___
False ___

14. The more targeted a direct mail package is – the more effective it will be

True ___
False ___

15. In general, the direct mail format that produces the highest response is:

a. self-mailer
b. postcard
c. box or dimensional mailing

Monkey Business

2011-08-02T05:35:00.000-07:00

A New York advertising agency has taken on an interesting pro-bono assignment.

They’re creating a new advertising campaign - aimed at monkeys.

I know what you’re thinking. So many TV spots look like they were created by monkeys. This seems like a natural next step.

The idea started with Laurie Santos, a Yale psychologist, who is studying the primal origins of why people buy, how we estimate the value of things, and how we assess risk.

Several years ago, Santos set up a “monkey marketplace” where she taught monkeys how to use money (metal discs like coins) to purchase delicacies like grapes, apple slices and other treats.

The monkeys responded well - actually taking advantage of “sales” and trading items for better, more more valued one.

I know this all seems like Banana Republic to you - but the researchers learned important things about human decision-making.

Now Proton Studios is taking it one step further. According to them, “We’re creating actual monkey brands. The plan is to create a kind of billboard to see whether advertising can change a monkey’s preference for two things he might like equally well.”

The goal, of course, is to learn lessons that can be applied to human marketing. The only one that comes to mind for me is...

Monkey See. Monkey Do. People always want what other’s have. If you cite how many people have already taken advantage of your offer, or become customers, this increases both credibility, desire and response.

But wouldn’ t you just love this assignment?

The creative would have to appeal to the most basic, primal instincts - just like good creative does right now. It would have to be strikingly visual. And of course, the focus groups would be a barrel of...

Read on

2011-07-01T08:54:00.000-07:00

I taught direct marketing at Bentley College for 11 years. My class was direct marketing professionals, working in the field, who wanted to improve their skills.

Each and every year, I started the class in exactly the same way. I handed out a reading list and asked, “Who’s read any of these books?”

In all that time, not a single hand went up...and it drove me crazy.

I railed, “There’s so much valuable information out there – and so many brilliant people who are willing to share it with you!”

I just couldn’t understand why people wouldn’t invest just a little extra time – to read in their field and become much more knowledgeable and professional.

Anyway, one day a light went off in my brain. I thought – “If most people are not going to read about direct marketing; if they don’t know the most important lessons or the latest thinking...

...then they’re always going to need me!”

I am always amazed and grateful that, for far less than the cost of my monthly TV cable bill, I am able to invite the world’s great thinkers (and not just in advertising or marketing) into my home, where I can pick their brains at my leisure.

I can even go back and consult them again and again, at no extra cost.

If you’re not reading at least one thought-provoking or informational book every month - you are missing a precious opportunity.

Reality in Advertising

2011-05-17T07:25:00.000-07:00

The late advertising guru Rosser Reeves wrote a book called Reality in Advertising.

Back in 1961, Reeves had the novel idea that an ad or TV spot should show the value and benefits of a product, not the cleverness of the copywriter. He was also credited with the idea of the USP - the Unique Selling Proposition.

The reason I mention him is that I just came back from a trip to New Mexico, where my wife and I visited Petroglyph National Monument.

Petroglyphs are images carved into rocks hundreds of years ago by native Americans. They depict animals, masks, objects, and other images which are mostly unrecognizable. We went to the Monument early one morning, but I felt cheated both during and after..and I'll tell you why.

The brochure for the Petroglyph National Monument completely oversold it.

It described it as "a sacred landscape; in essence an outdoor church" and as "an amazing cultural resource with an estimated 24,000 sacred images" and "a 7,244-acre wonder that holds the secrets to the history of the Pueblo Indians."

It also said, "As you walk among the boulders you can not help but feel the spirit of these people that they left behind on this land, these stones, these pieces of the earth."

The reality was very, very different. It was a good hike, and we saw about a dozen small petroglyphs.

Now I must admit these evocative descriptions got me to visit the Monument - but it also set my expectations soaring. And I ended up feeling disappointed.

In my opinion, overblown descriptions, inflated promises and exaggerated copy are just not effective. Because even if they work once, they create disappointment and even resentment. So if you want to keep customers, and keep them coming back, you need to make sure you have "reality in advertising."

And if you haven't read the book - I recommend it highly.

Anti-Social Media

2011-04-21T07:05:00.000-07:00

I must confess - I’m on Facebook. I’m LinkedIn. I tweet and I blog.

I know there’s no better, faster or cheaper way to connect with people than social networking. And if you’re looking for a job, it can work very well.

But does social media work in direct marketing? Are there any case-histories or campaigns that have driven ROI?

The answer is "yes" according to a Nielsen/Facebook study. (Surprise, surprise!)

According to Frank Conignola, Consumer Insights Manager at Kraft Foods, “Nielsen studied more than 125 Facebook ad campaigns and concluded that:

"When a Facebook user advocates for an ad, recall grew from 10% to 16%, awareness doubled from 4% to 8% and purchase intent quadrupled from 2% to 8%. "

But as every direct marketer knows, purchase intent doesn’t always equate to purchase.

I did find a number of interesting case-histories of companies that use social media. Many of them were along the lines of the following:

Curtis Kimball operates a small cart that goes from neighborhood to neighborhood, selling creme brulee. (Only in San Francisco!) He has no marketing budget, so he turned to Twitter.

Kimball quickly garnered over 12,000 followers. Some of them are actual followers - because Twitter is the only way you can find the cart’s location for the day.

It’s a charming story - but how many creme brulee’s can you sell in a day?

When it comes to big companies, Dell is often cited as a pioneer in social marketing. Their Dell Outlet for refurbished computers and electronics resides on Twitter and has gotten a great deal of buzz.

After three years, the site was recently heralded for reaching $2 million in sales!!!

Pretty impressive, except when you consider that Dell has sold $200 billion in those three years - all using non-social media (Is that a word?)

And so I come back to the question: Can social marketing really make a difference in your business? Or is it just a shiny new toy that can distract you from doing the basics of marketing?

In an article I wrote for Inside Direct Mail some time ago, I challenged readers to share case-histories where social media actually drove significant revenues and profits.

I got a great response - but everyone who e-mailed me had pretty much the same comment.

“I would also love to see those case-histories!”

A Tweet and a Hug

2011-04-04T09:45:00.000-07:00

Your grandmother probably never used a microwave, even if she had one in her kitchen. "Those things can't cook right! Besides, they're dangerous..."

Your great grandmother probably felt the same way about the toaster.

It seems like every past generation has to hold fast to the way they've always done things - and dismiss any new tool, technology or idea. I'm not going to go into the psychology of it, but it's always been that way and I'm sure it will continue.

Don't let that happen to you.

My Rabbi just gave a speech where he criticized the use of social media and twitter. He's generally a very progressive guy, but he said these forms of communication don't really promote the kind of closeness and community that he believes are essential. "A tweet doesn't take the place of a hug," he concluded.

He was right - but he wasn't completely right.

Of course, he was talking about religion, and your interest is in marketing. But I've heard the same thoughts voiced by many marketers - especially older ones.

Social media offers you excellent (and generally low cost) ways to engage and communicate. If you're not using these tools - for any reason - you're missing an important opportunity.

But they shouldn't take the place of other marketing efforts. They are simply one more way to get prospects and customers interested and involved in your products and your brand. And once they demonstrate their interest, you can then engage them in even closer and more personal efforts.

The question is not "To tweet or not to tweet." The question is - how can you deliver a tweet and a hug?

Timing is Everything

2011-03-16T12:14:00.000-07:00

My wife and I were recently in South Beach, Florida. We were strolling along the main road, getting some exercise and watching all the beautiful people.

And for one brief moment, I could almost imagine that I was one of them...

We passed dozens of beach-front restaurants, each one with a greeter trying his or her best to steer customers inside.

"Free bottle of wine with your meal," one called out. "Second entree free!" said another. Every restaurant seemed to have a deal or a special. In fact, I couldn't imagine anyone eating for full-price.

But, as I said, we passed them all by.

Why? Because we had just eaten. No matter how attractive the offer was - we just couldn't take advantage of it. We weren't even tempted.

I think the same may be true of direct marketing.

You have to reach people early in the buying process, or even better, just when they are ready to buy. This is easier to do with existing customers, of course, because you know their purchase history. It's more challenging to do with prospects, but there are some places to start:

1. New Years. January is an excellent month to prospect since people are looking for new ideas and new solutions at this time. They may even be budgeting for the New Year, and you want your product or service to be included.

2. Seasonal themes and offers. If you're not taking advantage of the seasons, you may be missing an opportunity.

For example, there's Spring cleaning, summer vacations , back to school and work in September and the Holiday season. These are all excellent opportunities to make a relevant offer or send out a timely message.

3. Current events. When things happen in the news- in the economy, weather-related- it may also present an opportunity for you.

Group On!

2011-03-07T07:40:00.000-08:00

It's not a new idea, it's better. It's an idea whose time has come.

Groupon is the virtual "gathering together" of thousands of individuals who take advantage of their collective buying power to get great discounts. It's been done before, but not as much or as well.

I've experienced Groupon as both a consumer and in business, so I'd like to share how well it works.

My friend Steve owns a car wash in Atlanta. Groupon helped him come up with an offer - $44 in cleaning services for only $13. And they offered the deal to people who lived within a 25-mile area around his place.

Steve was amazed. He couldn't afford to buy advertising or use direct mail that would have that kind of impact - and Groupon didn't cost him anything upfront.

They even paid him in advance - before a single coupon was redeemed. (Typically, Groupon keeps 50% and pays you the other 50%, although there are some small additional fees.)

Did it work? Over 4,000 people purchased within just five days. Customers told him, "I live two blocks away - and I never even knew you were here before!"

Now Steve wasn't making any money on any of these sales, of course. The goal was to attract new customers, who would return to the car wash again and again, presumably paying full price.

To do that, I recommended he develop a special follow-up coupon - to give to any driver who came in using their Groupon. This would entitle them to save money the next time they came in. It wouldn't be as deep a discount, but it would encourage these one-time buyers (who had a proven interest in coupons) to return.

Steve's Groupon coupon was good for one year, and in five months, he's had about 1800 people come in and redeem. He expects more because Groupon also sends out a reminder e-mail to everyone who purchases a deal 30 days before it will expire. So there's less slippage than with other coupons.

If you haven't tried Groupon in your business - it may be worth considering. I've also used Groupon - to get $30 worth of food in a local restaurant for only $15. It was easy to redeem, and the food was great.

Envelope Testing

2011-03-02T14:05:00.000-08:00

Los Angeles, California - Winners' Envelopes Get a New Look

If you watched the Oscars last Sunday night, you may have noticed that the winners' envelopes were different.

For 70 years, the Oscars used nothing more than a plain white paper envelope, available everywhere. This time, they used a new design (by Marc Friedland) made of iridescent gold paper, watermarked with little images of the Oscar trophy. The inside was lined with shiny red paper, embossed with the same images.

Friedland called it "the most important envelope in the world", and said he hopes they will become "a keepsake to accompany Oscars wherever they go."

I just want my envelopes to be opened!

So if the Academy of Motion Pictures can upgrade their envelopes - so can you. And there's probably no more effective way to upgrade response.

Here are five ideas you may want to test:

1. A larger envelope. Without exception, a 9" X 12" envelope will outpull a smaller regular one. The reason is - it stands out from other direct mail, and it looks important.

The only question is - will the added response pay for the extra cost and extra postage? It almost always does. That's why using a larger envelope is recommended for Business-to-Business, where one or two additional sales can pay for it many times over.

2. An "official" looking envelope. The way to make it look official is to add little black blocks, fake bar codes, and other "do-dads" to it. Just don't put too many, or it starts looking like junk mail. You can also use a textured background (almost like a check) to give it a little extra kick.

3. An unusual-size window. You can make it bigger, or even add a second window. You can reveal some of the message in the window - but the person has to open it to read the rest. Note: It's better if they can't quite see the payoff unless they look inside. You can even use a window of a different color - a light yellow or even red.

All of these make your envelope more visually interesting, and much more likely to be noticed and opened.

4. A manila envelope. This has long been associated with government forms, and will almost always be opened.

5. A "blind" envelope. This works best with existing customers. If I am an AT&T customer, I have to open an envelope with just their logo. It could be billing information. It could be about my existing service.

On the other hand, if they put "Now Get Great Deals on Your New 4G Network" on the outer envelope - I know it's just advertising, and I can throw it out without a thought.

Will these ideas work for you? Not sure, but they sure are worth testing.

May I have the envelope, please?

2011-02-23T07:39:00.001-08:00

The Academy Awards are Sunday night, and if you love movies the way I do, you're looking forward to that magic moment when they announce the winners.

The presenter will ask for the sealed envelope. And then everyone waits breathlessly - as the winner of that category is revealed.

Nothing happens until that envelope is opened.

Of course, the same is true of direct mail.

This was pointed out to me by the Chief Marketing Officer of my newest client, Embrace Home Loans. Embrace has tested dozens (if not hundreds) of different formats, including:

• An envelope with a real brown wrapper around it. The wrapper intentionally hides some of the message, so you have to open it just to read the envelope.

• An envelope that looks just like an official manila file-folder.

• An envelope with a real sticker on it, personalized with the name and address of the person receiving it. They told me, "The real thing always works better than a fake or printed sticker".

Embrace has found that the outside envelope can have a much bigger impact on response than any other element of the mailing.

Because if they don't open it, they'll never see any other part.

Their experience reminded me of one of the recommendations I make to every client.

It pays to do extensive envelope testing. What I mean by that is - take your best-performing direct mail letter and brochure, and simply stick them in a lot of different envelope designs. I'll share some ideas in a subsequent post.

The benefits are (1) It costs you very little to test envelopes - they are usually the least expensive part of a mailing, and (2) You could see a big difference in response.

Plus you may end up with more than one winning envelope. That's great because now you can rotate them, so that no prospect receives the same envelope two or three times in a row.

If you haven't done much testing in your direct mail program, this is the place to start.

P.S. We are testing a number of new approaches for Embrace Home Loans - and I'll keep you posted if we beat their controls.

How to Write Good and Better

2011-02-11T08:27:00.000-08:00

I hope the headline made you smile...but I do have a point.

When it comes to writing advertising and direct marketing, simple is always better than complex.

It's not that people are stupid - they just don't have time to look up words, or figure out exactly what you mean. That's why simple words, shorter sentences and one or two-line paragraphs are always more readable.

A quick scan will show you whether or not your writing is easy-to-read and understand, but there is (of course) a more sophisticated tool for this.

It's called the Flesch-Kincaid Reading Score, and it was developed for the United States Navy in 1975, and is now available for over a dozen languages.

The way it works is it divides the number of words and even syllables, over the total number of sentences in any given document. Then it assigns a comprehension score - the higher, the better.

For example, Reader's Digest has a readability index of about 65, Time magazine has about 52. Any legal document you ever sign is probably around a 10.

To test your copy - in Microsoft word - visit www.docstoc.com/docs/19946512/Using-Microsoft-Word-to-Determine-Flesch-Kincaid-Reading-Levels

There are also many websites that enable you to test it automatically, for example, www.standards-schmandards.com/exhibits/rix/index.php

And by the way, this blog posting was rated 44 - so I think I need to work on it a bit more...

Bob Knight shared this tip with me. To receive his quarterly newsletter, write him at: b_knight@telus.net. You can also visit his website at http://www.symbiomarketing.com

Trick Question

2010-12-22T06:46:00.000-08:00

In my last posting, I asked the question - which is more important - creative idea or execution?

As you may have guessed, the answer is both. But that's where most direct marketing packages fail.

To prove my point, have a look at what you receive in the mail today. I'm betting that most of the packages will fall into one of two distinct categories.

1. Packages that do not have a big idea. It may be a "me too" credit card package that touts a 0% APR - that's not an idea, that's a benefit, and it's not even unique. It may be from a magazine or newsletter that simply lists all the stuff you get with your subscription.

Look at every package you receive and ask yourself "What's the big idea?" What are they telling me that I didn't know, or didn't think of before? If the answer doesn't literally jump off the page - it's not there. And by the way, you should put this same test to every package you create or send out.

2. Packages that are not well-crafted, without any of the techniques that have been proven to improve response. For example, they may have a big idea, but they don't have a compelling offer. They may be well-written, but fail to sell benefits.

Some clues to look for in these packages include:

• No testimonials from satisfied customers, which always increases credibility.
• No headline (also called a Johnson Box) for the letter, which improves response as much as 40%.
• No P.S. in the letter, which we know that people always read.

There are dozens of other little things that can make a big difference. You can learn them by requesting a free copy of my booklet 101 Ways to Improve Response by e-mailing me at ARosenspan@aol.com.

3. Of course, you may find a package that combines both. If you do, chances are you've received it before. Because I can promise you - it's working.

My thoughts on big ideas versus techniques comes from my background in both advertising and direct marketing.
having spent the first 11 years of my career in general advertising with Ogilvy & Mather.

I was indoctrinated with David Ogilvy's belief that "unless you have a big idea, your advertising will pass like a ship in the night." This gave me a tremendous advantage over most direct marketing writers, who started their letters by choosing a typeface.

Over time, I mastered the direct marketing techniques. And I learned that when you combine a big idea with best practices in direct marketing, you will almost always be successful.

Idea versus Technique?

2010-12-21T07:44:00.000-08:00

They just showed the funniest commercials of the year on channel TBS, and as always, it was very enjoyable...

...although I always look at it from a professional point of view.

After enjoying a spot, I ask, "OK, that was funny - but do I remember which product it was for? Does it make me want to go out and buy it? Or was the agency just trying to win an award?"

My favorite was a commercial for Snickers candy bar, where a group of guys are playing a touch football game. One of the players is the 89-year old actress Betty White. She gets tackled a couple of times, and then goes back to the huddle.

The quarterback complains "You're playing like Betty White out there!" So she eats a candy bar and turns back into a young guy.

A terrific commercial, based on the line - "You're not you when you're hungry." This is a big idea, and absolutely essential for effective advertising.

But what about direct marketing?

Is a big idea more important than knowing the right techniques - and all the little things that have been proven to increase response?

I do a lot of work for Life Line Screening, the leading company that uses ultrasound technology to screen people for heart disease, stroke and aneurysms.

The most successful direct mail package I ever did for them has a large picture of a blocked artery that shows through the vellum envelope. The copy reads, "We can actually see inside your arteries - to help prevent stroke, aneurysms and heart disease."

This direct mail package has beaten every other package for almost three years.

Now visualizing the problem was a big idea - but there are other factors that contributed to it's success. First, I used a larger envelope - 4.5" X 10.5" to make it really stand out from other direct mail.

Next, the envelope was vellum - so you could see through it (although not enough to get the story without opening it.)

Finally, the letter included other techniques that I know work very well - a strong headline, short paragraphs, a Q&A on the back to answer any questions.

So which was more important? The idea or the execution?

I'll try to answer that question - which has important ramifications for direct marketing - in my next post.

Advice to the Uninformed

2010-12-13T07:32:00.000-08:00

In my last blog, I highlighted a problem - informing isn't enough. But I didn't talk about the solution, or provide any direction on how sales people can add value and help create sales.

It wasn't intentional. You see, I knew the answers because I read Ken Wax's book.You didn't - because it hasn't been published yet.

So let me share some of Ken's thinking and suggestions for ways that sales and marketing people can thrive in this new environment.

People buy from people who know more than they do.

It's why we go to a car mechanic, a lawyer or a physician. They know more about their specific areas of expertise than we do, so we pay the price. The same is true of sales people. If a salesperson knows more than just the basic knowledge of his or her product and company, they have a much greater chance of making a sale.

As Ken Wax writes, "A successful salesperson must put in the effort to develop the knowledge, perspective and vision that is befitting a successful consultant in your field. So valuable are they that their contacts benefit as if they’d paid an expert to advise them. These salespeople don’t see their job as expertly pitching smart solutions; rather it is to make their clients succeed and become a hero in their organization."

How can you accomplish that?

Knowledge:
• Read business books, the ones your customer might read.
• Learn from the magazines and websites devoted to the customer’s industry.
• Know that prospect company’s latest news -- very helpful for spotting executive changes and spotting opportunities.
• Stay current; know how to talk about emerging trends in business and your specific industry.

Perspective:
• Learn to see your company and products from afar, as prospects and their management levels will.
• Be able to explain your industry and how decisions are made in clearly non-biased ways.
• Develop the skill of conveying the experiences of other customers so prospects will envision those good things happening to them within their organization.

Vision:
• In our hectic incredibly fast paced business world, people are looking for paths to take. People inside of a company have no easy source of visionary ideas or options. You can fill that void – by seeing the sale from their view and bringing them relevant insights from others in ways they can use internally.

I'm not a sales guru - so this is my last posting on sales. If you want to improve your sales or selling skills, just visit www.kenwax.com for additional ideas and articles.

Are you Selling or Just Informing?

2010-12-04T14:29:00.000-08:00

More from Sales Training Guru Ken Wax...

1. Informing as a tactic is over.

For thousands of years, salespeople controlled information. About their products, about how other companies were solving problems, even about the competition.

And the only way to find out what they knew was to “take a meeting.”

Because of these unavoidable meetings, relationships would grow and so would sales. It wasn’t a perfect system, but it worked.

Suddenly, within the past 10 years, the web has replaced that function. Salespeople no longer have much of an information advantage. The average executive can become just as informed as the average salesperson - on their own schedule.

Meetings are now optional and hard to time-justify. This changes everything.

Informing as a tactic is over.

It was never persuasive. Now it won't even open doors.

Especially with tech-company salespeople, as they brought you the latest about a fast and ever-changing industry. But now you get all that by clicking. Far less need to meet; I'll send an email if I have any questions.

Here's the hurt. Less meetings mean less chance of relationships forming. Less chance to find and win new business. In the case of existing accounts, it probably means far less ability to fend off competitors eager to score a big switch.

The role of salespeople in today’s environment has dramatically changed - from simply being the source of information. And unfortunately, there’s no one there to help them make the shift.

Wax on...

2010-11-30T08:10:00.000-08:00

Ken Wax has led almost 500 workshops around the world, for companies such as IBM, Monster.com, Microsoft, Accenture, and Oracle. His focus is on helping sales teams sell technology.

He recently sent me a manuscript of his book, which is absolutely brilliant. And I want to share some his most important findings in my next few blogs.

They are primarily directed at technology sales and marketing people, but I think we can all learn a lot from his perspective. In Ken's words...

Selling Tech is Different

That’s because buying technology solutions is unlike just about every other business purchase.

Look at it from the customer’s point of view:

• There’s no equivalent of ‘kicking the tires’. Forget about taking it for a test drive – even setting up a simple trial demands all sorts of time and resources.

• Comparing ‘solutions’ is complicated and time consuming. It’s hard to grasp, then hard to explain to others in your organization. Competitors make claims with complex diagrams that are impossible to read, let alone to test.

• It’s ever-changing – you can be sure there’s a better, faster choice coming soon from somewhere.

• Plus that purchase’s impact is going to be high visibility. Add in that it’s expensive and risky – everyone’s heard stories of big mistakes.

• Did I mention training costs and learning curves?

The list goes on and on. It’s no wonder that the approaches that work fine selling desks, real estate or just about any product - just don’t cut it when it comes to selling technology.

These issues have always been there when you’re selling technology - from the very first computers to the latest enterprise-wide systems. But it’s gotten worse...

More to come...or you can simply visit www.kenwax.com.
…

How Much and How Many?

2010-11-01T13:37:00.000-07:00

My good friend Erik Van Vooren sent me a new book called The Conversation Manager written by Steven Van Belleghem.

It's a brilliant, even mind-bending book on how the internet will alter your business (and marketing) strategy. For example, did you know?

• Every minute, 20 hours of film are being loaded onto YouTube.
• You would need 1,412 years to watch all the films currently on YouTube.
• There are 50 billion Twitter messages written every day.
• There are over 400 million active users of Facebook.
• Every month, 3 billion photos are loaded onto Facebook.
• Google processes 2 billion searches every day.
• There are 133 million blogs in the world.

These are all 2010 statistics. Do you think they are going to increase or decrease in the future?

Now ask yourself - how many of these tools am I using to promote my business, and build relationships with my customers?

Would you like more information? Simply google The Conversation Manager or view the YouTube video.

The Power of Pictures

2010-09-28T13:12:00.000-07:00

To paraphrase the old saying:

People believe half of what they hear (or read) - and almost all of what they see. The same is true of what they remember.

My daughter just gave a presentation about "Helicopter Parents." These are parents who hover over their children, providing unnecessary assistance, even to the point of attending a job interview with them. (You wouldn't believe the stories...)

Her points were excellent - but the most memorable parts of the presentation were the visuals she found. They included:

• A smiling baby - duct-taped to a wall- along with her stuffed animal.

• Two young children peering out of a large pet carrier.

The same is obviously true of advertising and direct marketing. Great visuals can add a great deal to your effort - and make your work stand out and be remembered.

How Much is a Customer Worth?

2010-08-30T05:11:00.001-07:00

The answer to that question isn't just important - it should drive every decision you make in marketing.

I was hired by a large software company to do a direct mail program . The client told me that their budget was limited and she only wanted to send a regular package - not a box or dimensional mail. I did what she asked, but I also showed her a box.

"Why are you even showing me that?" she asked, "I told you that we can't afford it." So I asked the question that's the title of this blog entry.

She answered, "A customer can be worth $50-100,000. Even more if it's a large customer."

"So let me understand this," I replied, "If you get even one additional customer from this box mailing, it will have more than paid for itself - is that right?"

She got it. And we did the box, which resulted in something like a 2000% return on investment.

The value of a customer should dictate more than just how much you spend on a mailing. It should also be reflected in what you offer them, how and how often you contact them, and what you do to retain them.

You also need to keep in mind that the value of a customer is not just the profit. That's the value of a sale. The value of creating a customer, who will buy from you over and over, may be many times that.

Creative License

2010-08-19T07:53:00.000-07:00

I'm sure you've heard of poetic license?

In my Creativity Workshop, I always stress that we all have a "Creative License."

I believe you can apply creative thinking to every part of your marketing program - from choosing a new media or an unusual list, to coming up with an original and compelling offer.

But it takes courage to come up with an idea that's never been done before. And so, I've tried to make it easier for people.

At the end of my presentation, I hand out an actual Creative License, that reads as follows:
________________________________________

"1st Class Thinker.

"I am one of those Creative Types and am permitted to talk and behave in an outrageous way that other people might not fully understand or appreciate. Deal with it."

________________________________________

If you'd like a copy - personalized with your name - that you can show at the next meeting you attend, just e-mail me at ARosenspan@aol.com

The Price is Right

2010-08-06T05:48:00.000-07:00

A couple of years ago, a marketing executive from a large company sent me an e-mail that asked about my pricing.

"I'm sure we can't afford you," she wrote, "You must charge $25,000 - $35,000 for each package."

I wasn't flattered - I was appalled.

How many potential clients have I lost because they thought they just couldn't afford to use me? Yikes!

Unlike the large agencies where I've worked in the past, my fees are very modest. I can keep them that way because I do all the concepts and all the writing myself.

Plus unlike some "big name" copywriters who do perhaps one package a month, I work a lot harder (and faster) than that.

My goal is to develop a long-term relationship with my clients. And the only way I can do that is to offer good value for their money, and my best efforts every time.

Pricing misconceptions may also be a problem for your company - especially if your products or services are perceived as superior and you have a good reputation.

And while you may not want to advertise your specific price, you might want to test messaging along the lines of "You can afford the best" or "more affordable than you might think." This is especially important on today's economy where almost everyone is expecting a bargain.

Got Grammar?

2010-07-21T06:55:00.000-07:00

Recently, one of my newsletter subscribers e-mailed me about a problem he was having with a client

The client kept criticizing his copy because it was ungrammatical. Um, non-grammatical? Disgrammatical?

Doesn't matter - I wrote him that copywriting is very different from other forms of writing, for the following reasons:

1. It must be easily and quickly readable.

2. It must move people along to the next sentence, next paragraph, and the next page.

3. It must be invisible. The reader shouldn't notice the writing at all. You don't want anyone to think "Nice writing." You want them to think, "That sounds like a great product, or a great offer."

To accomplish these three objectives, a copywriter has to take great pains to write the way people talk.

Good grammar is not important; an extensive vocabulary can get in the way; short words and sentences are critical.

For example, according to any book on style, you are never supposed to start a sentence with the word "And." However, copywriters know it is one of the best to start a sentence - because it links with the sentence before it. And it keeps the person reading.

Of course, if the grammar is so bad that people notice it, it's probably not good copy.

But copywriting is an art - not a science. And virtually everyone thinks they're an expert.

One of my favorite quotes is, "The strongest human drive is not love or sex...

..it is one person's desire to change another person's copy"

DMA Annual Conference

2010-07-13T11:20:00.000-07:00

I just received the materials for the DMA's Annual Conference- and it looks outstanding.

It will take place in San Francisco from October 9-14th, and you can register (and get more information) at www.dma2010.org

If you haven't been before, this is the one to attend. In addition to the 150+ general presentations; you can earn a Social Media Marketing Certificate; you can participate in pre- and post-conference intensive sessions; you can see Echo Awards; and visit just about every important vendor in our industry.

This is also the best opportunity to network with your peers, potential and future employers, and employees, as well as meet and talk to industry leaders.

I've given presentations at the DMA just about every year since 1986, and also my post-conference two day seminar. And I've attended dozens of sessions over the years, and always benefited.

However, I will not be able to attend in 2010 because I will be giving away a bride. My lovely daughter Molli is getting married on 10/10/10 - and I really want to be there.

News about Newsletters

2010-07-07T04:03:00.000-07:00

Newsletters are still the best way to add value and stay in touch with customers and prospects.

Best practices include listing the articles with a short summary or description, and then adding a link to each one so interested people can read on. You should also add graphics to your newsletter and give it visual appeal.

However, I've been breaking those rules for over 10 years. My newsletter goes out to about 3000 marketers in 36 different countries,and I'd had less than 70 "opt outs" in all those years.

The reason - I think - is threefold:

1. We focus on content and adding value for the reader

2. The newsletter is not self-serving. The only time I talk about one of my own projects is when I can give readers guidance, or help them to avoid an expensive mistake!

3. We continually re-assure readers that their information will never be sold or shared, or even used by us in any way.

I just completed Newsletter #65 and it's twice the length of our usual newsletter, including four guest columns from leading experts around the world. To receive your free issue, please visit www.alanrosenspan.com

Confessions

2010-07-01T04:49:00.000-07:00

A few years ago, I wrote a book about direct marketing called Confessions of a Control Freak.

The title is part homage to David Ogilvy, whose first book was Confessions of an Advertising Man. I read it at the age of 15 and it convinced me that (A) I wanted to be in advertising, and (B) I wanted to work for David Ogilvy.

Both of these came true five years later - and no one was more surprised than me.

The other part refers to the direct marketing expression "beating your control," which means doing something more successful than your best previous effort.

The book has long since been out-of-print, but while I was in Cannes, some people requested a digital copy of it, which I was happy to send. The feedback was terrific - apparently the book still has some important marketing lessons to impart.

As one person wrote, "I just received your book. Even with Spain-Portugal in the World Cup in the background, I sat down and read. I nodded. I found things I know very well. I found tips and new observations. And this was just for 30 minutes of your book. It looks fantastic..."

And that's why I am offering it to you. There's no cost. Just send an e-mail to ARosenspan@aol.com requesting the book, and I will be happy to send you a digital copy, and you can decide for yourself.

Cannes Winner

2010-06-29T05:42:00.000-07:00

The best part about my recent trip to the Cannes Lions Advertising Festival was seeing the great work that is being produced all over the world.

One radio spot especially impressed me - because of it's powerful emotional impact.

The commercial was for The Norwegian Woman's Shelter Association, and it went something like this:

WOMAN: Hello, I would like to order a large pizza...delivered right away to 123 Oslo Street.

MAN: Madam, this is the police line.

WOMAN: Yes, that's the right address - 123 Oslo Street. How soon can you get here?
.
.
.
.
.
.
.

MAN: We're on the way...

Isn't that simply brilliant?

There was other great work as well, which I'll fully describe in my next newsletter. For a free subscription, please visit www.alanrosenspan.com

Here's an Example

2010-06-11T04:38:00.000-07:00

See my last blog entry? Here's how it should have been written - according to my own rules:

How can you write for the digital world?

1. Your writing must be short and telegraphic. Get to main message as quickly as possible.

2. You have to keep their attention. Use highlighted facts, lists, links, calls to action.

3. People scan the screen like the letter "F." They read across the top, drop down a bit, then read across again. Put your main benefits or offer at the top - with a link.

More tips? Visit www.alanrosenspan.com or e-mail ARosenspan@aol.com

Blah, Blah, Blog

2010-06-11T04:20:00.000-07:00

I've been asked to do a presentation on writing for digital media in Cannes this June, but I think I'll be wasting my time.

After all, anyone can write for the web, can't they?

They're certainly trying. The Technorati State of the Blog estimates that there are over 100 million blogs these days (counting this one.) Pus almost 200 million websites, and over 1 trillion web pages. That's a truly staggering amount of writing - possibly more than all the printed words in history.

But how much of it is getting read?

Writing for the digital world is very different from any other kind of writing. And unless you know the rules, you're not likely to be effective. Here are three tips that might be helpful.

1. You don't have time to develop an argument or even tell a story. Your writing must be short and telegraphic. Forgo the fluff and get to the main message as quickly as possible.

For example, research shows that the average amount of time spent on a newsletter is 51 seconds.

2. You don't have to get people's attention. You have to keep their attention. Readers will scan your website or e-newsletter, looking for highlighted facts, lists, links, calls to action.

3. Unlike any other form of writing, where you write is just as important as what. Studies show that people scan the screen like the letter "F." They read across the top, drop down a bit, then read across again. So make sure you put your main benefits or your offer right up at the top. With a link, of course.

In my presentation, I also give specific recommendations for websites, e-newsletter and e-mails. If you'd like a copy, please e-mail me at ARosenspan@aol.com

My Most Successful White Paper

2010-05-24T11:35:00.001-07:00

My friend Sean at psychotactics.com is writing a White Paper on White Papers (kind of like Kramer's coffee table book about coffee tables from Seinfeld.)

And he asked about my 101 Ways to Improve Response.

I have been using 101 Ways for over 10 years, distributing it via request on the web, and at seminars and speeches.

It has been translated into 7 languages - French, German, Spanish, Japanese, Russian, Dutch and Italian. It has also been published in Australia and New Zealand.

By my count, I have personally given out over 10,000 copies (at a cost of about $3.00 - $3.50 each) and sold about 1000 to companies who wanted to distribute them to clients and employees.

In terms of business, I have often been called in by a company I didn't know, who show me a copy of 101 Ways that they've held on to for several years. (I know because we've updated it a few times, and changed the cover)

If I had to put a dollar figure to it, I would say it has created about $1 million in direct mail projects, seminars and presentations for me over the years. It has also gained me a great deal of credibility in the industry.

In fact, it's probably the most successful work I have ever done for my company.

If you'd like your own personal copy of 101 Ways to Improve Response, simply visit www.alanrosenspan.com

And if you want to learn more about how people think and make decisions, visit www.psychotactics.com. Sean offers a great deal of valuable content and a free newsletter.

They're Back...

2010-05-06T06:13:00.001-07:00

I recently returned from a trip and sorted through my accumulated mail. I always enjoy doing this (although I may be the only one who admits it) because it gives me a better perspective on what's being mailed than receiving it every day.

What surprised me was that there were so many packages from credit card companies.

Back in late 2008, about one out of every three packages I received were invitations to apply for a credit card, transfer a balance, or take out a loan. Then came the financial crisis, and it got very, very quiet.

Well, they're back - and apparently, they've learned nothing. Here's why:

• Not a single letter referenced the huge changes that have taken place in the economy, or specifically the credit card business.

• Not a single company made a compelling argument on why their credit card was better, less expensive, or superior in any way - except for the standard introductory offers, rewards points, etc.

• Not a single package showed any understanding of their target market (in this case, me) or had any relevant versioning.

• Not a single company integrated the web in any meaningful way - they just added their website.

Once again, it seems that the credit card companies are mailing vast numbers of cheap, bland, "me too" packages that usually pull less than .03% response. This leads them to mail bigger and bigger quantities, more and more often. Which, of course, leads to lower and lower response rates.

Now I have absolutely nothing against credit card companies. I've done dozens of direct mail packages for them, and established long-standing controls for HSBC, American Express and Bank of America. I guess I'm just a little frustrated to see so much of the same thinking - or really, non-thinking - from them right now.

Alan in Wonderland

2010-05-04T12:29:00.000-07:00

Even if you haven't seen Tim Burton's new version of Alice in Wonderland, you are undoubtedly familiar with the story.

And there's a lesson in it that's very relevant to what we do every day.

As you may remember, Alice falls down a rabbit hole into a narrow chamber with a tiny little door. She's far too large to squeeze through it. Until she spots a bottle on the table with a small tag that says - simply - "Drink Me." She does, and immediately shrinks.

What on earth does this have to do with direct marketing?

After reading the small tag, Alice knew exactly what to do. The directions were absolutely clear. (Although if Lewis Carroll were a direct marketer, the tag would have probably read "Drink Me Now")

Many direct mail packages and e-mails do not have that same, simple call-to-action, that lets people know exactly what they should do. And of course, all the reasons why they should do it immediately.

A recent package we did for Life Line Screening is a great example of this.

Life Line Screening is a growing company that performs vascular screenings for a fraction of what a doctor or hospital would charge. They help people identify risks for heart disease, stroke and other conditions before any symptoms occur. They've screened over 6 million Americans and saved tens of thousands of lives.

Our recent package not only included a letter - but also an Instruction Sheet, that told people exactly what they needed to do immediately, and during the day of their screening.

It has been one of their most successful marketing efforts this year.

So remember the tag on the little bottle, and tell people exactly what you want them to do. You may find a lot more of them willing to do it!

How is Direct Mail Performing?

2010-04-06T07:57:00.000-07:00

A visitor to my website (www.alanrosenspan.com) posted this question to me recently.

I don't want to sound glib, but my answer is - the same as always.

The good stuff (in the right format, to the right list and with a compelling offer) is doing fine. In fact, some clients are experiencing better results than in previous years, because the volume of direct mail has gone down.

We just got a 2.5% response for a direct mail letter for a national cleaning company.

And as usual, the bad stuff is doing awful.

What worries me right now is that (1) Many companies are doing their own direct mail, or having it done by less experienced, less professional people. So it naturally follows that (2) Their direct mail doesn't work well, which leads them to question or even abandon the channel.

Direct mail is rarely the whole answer - but it is a vital part of every direct marketing program. Or it should be.

Do you have an opinion on this? I'd love to hear from you at ARosenspan@aol.com or feel free to comment on this blog.

Do The Wave

2010-03-25T05:47:00.000-07:00

You would never consider one TV spot – even on the Super Bowl – to be a campaign. It’s just a single effort.

Yet most companies consider that a single direct mail package or e-mail is a “campaign.”

You need to think differently.

Direct mail is always more effective when followed up by e-mail, telemarketing (when possible) or even more direct mail.

In general, you want to send a wave of multiple messages as close to each other as possible. Because no one remembers what they received in the mail two weeks ago, or maybe even last week.

Sometimes, companies make the mistake of waiting to scrub the data and remove the responders before they send out the 2nd or 3rd wave.

You don't have to delay your mailing because of this. You can simply add "P.S. If you have already responded to this valuable offer - congratulations. If not, you still have the opportunity." Or something like that.

So I would suggest you send the three mailings or e-mails no more than a week apart.

You might also consider sending all three packages within the same week. This is typically done to generate (extreme) awareness of a company or a product within a short time.

I've done this with New England Funds, and also with W.A. Wilde. All three mailings had a similar look and theme. Both were successful campaigns.

You may want to test the Wave idea for your new campaign by sending the same direct mail package out twice – and just adding “2nd Notice” to the follow-up envelope.

B2B and Beyond

2010-02-17T11:30:00.000-08:00

Australia Post recently asked me to prepare a presentation on “The Latest Trends in B2B Marketing.”

There have been so many changes – I didn’t know where to start. From using social media, to the growing importance of Search Engine Marketing, to the increased integration of media, B2B is now more challenging than ever.

But as I wrote the presentation – it occurred to me that there’s been a much more fundamental change,
and it’s gone virtually unnoticed.

The role of B2B marketing has changed.

Let me explain:

B2B direct marketing used to be information-oriented.

It presented simple solutions; buy our product which solves this problem – often in a single communication.

And business people generally responded to them – because they had few other sources of information.

Today, if I am interested in your product...or even your category...the first thing I’m going to do is turn to the web.
There I’ll find more information than any sale piece or salesperson could ever share with me.

So B2B Marketing has become relationship-oriented.

It must involve multiple interactions, through several media, to address complex issues.

It seeks to develop a relationship between companies and individuals within them, so that solutions can be developed together.

It may even promote relationships between customers – the way IBM, Intel and others have established user groups and virtual communities.

Now what does that mean for your direct marketing programs? There are three implications.

1. Your prospects are overwhelmed with information. They need a way to understand and assimilate it, and this will require a dialogue – not a diatribe.

2. You’ll need to truly understand your prospects, and of course, your customers.

Business and technology change so quickly these days, you need to develop a way to generate and benefit from ongoing feedback and input.

3. You’ll need to cultivate prospects over time. That requires a campaign, across several media, where you are constantly providing value, support and yes, information – when requested, and in a form they prefer.

Sounds difficult?

The good news about B2B marketing is that the value of each customer can be huge, and well worth this extra investment in time and resources.

The Maven of Non-Profits

2010-02-04T06:32:00.000-08:00

I was fortunate enough to spend the morning with Rick Schwartz, one of the worlds leading experts on marketing non-profits.

You can read his blog at www.schwartztalk.com.

Rick shared a lot of his thinking with me - but there's one area I want to highlight, since it applies to both profits and non-profits.

Shwartz contends that many people in non-profits believe that people should support their cause "because it's very worthy and important."

After all, most people who work for non-profits do so because that's exactly how they think.

But that's rarely enough to motivate someone to give. Rick points out that you need to communicate WIIFM or "What's In It For Them?"

That's not a new idea, but I think many profits make the same mistake. They think everyone should buy their product - simply because it's available - without explaining exactly how and why the person will benefit.

One of the exercises I do with my clients is to create a benefit list. If you can't come up with at least 10 benefits of using your product or service - you either don't know enough about it, or you're just not trying.

Back in the late 1600's, Samuel Johnson proclaimed that "Promise, large promise, is the soul of an advertisement." By promise, he meant benefit - or what it can do for you.

400 years later, we still seem to forget that.

Love is a Fallacy

2010-02-02T10:02:00.001-08:00

"Love is a Fallacy" is a great short story by Max Schulman that I used to read to my children on a regular basis.

It involves a college student who is taking a course on Logic, and uses it to persuade a young woman to date him.

She does and then dumps him. When he complains, she turns the same logical arguments back on him. (I'm not doing it justice here - it's really very funny)

But the story is also instructional, and it taught me to write better copy. Or at least, to avoid using fallacious and specious arguments - how's that for a sentence?

Let me give you three examples of fallacies that you might want to avoid:

False Dilemma - this is artificially limiting the choices you present. An example might be "You can decide to use our cleaning service, or you can let mold and bacteria accumulate in your workplace." False - there are other ways to solve this problem.

Petition Principii - also known as "begging the question." This is a way of making assumptions (which may not be true) and then building your argument on those assumptions. An example would be "Everyone needs a credit card. Here's why this one is the best one you can carry." False - everyone may not need to carry a credit card.

Slippery Slope - this is putting things together that don't necessarily follow. An example would be "Our new diet food will make you lose weight...feel great about yourself...and meet that special person you've always dreamed about." False - losing weight may not lead to these other benefits.

What's wrong with fallacies? They sound good, and most copywriters use them. The problem is they can subtly erode credibility. People might think "That doesn't follow - I'm not sure if I can trust anything they say."

And that's fatal when it comes to direct marketing.

Definitely Maybe

2010-01-26T09:57:00.000-08:00

Three years ago, I did a direct mail package for America’s #1 provider of power chairs and scooters.

It beat their control by 97% and they’ve been using it – or variations of it – ever since.

They recently challenged me to beat my own control – which is always fun for me to try. And one of the areas they asked me to explore was an idea I had shared with them in a seminar. Let me explain it:

I’ve found that a “Yes” and “No” box on the response device almost always improves response. My guess is that it empowers people, and involves them.

But what if you added another box – and called it “Maybe”?

When I’ve used this technique in the past, I found that (A) it improved overall response by as much as 40%, and (B) The people that checked “Maybe” were more likely to become customers than the people who checked “Yes.”

I’m not sure why, but here’s how we are testing it this time:

 YES. Please contact me with more information and send me your Free Mobility Guide with absolutely no cost or obligation.

 NO. I do not need a power chair or scooter at this time.

 MAYBE. There may be times when a power chair or scooter can help me be more independent. I’d like to learn more.

Do you think it will work? I’d love to have your comments, and I’ll share the results with you in a later posting.

Make Your Direct Marketing Work Harder

2010-01-25T05:24:00.000-08:00

You’re probably working harder and longer than ever before – so should your direct marketing.

Marketing used to be an educational tool for companies; the best way of getting their product information or message in front of the public.

Today, the best marketing goes much further. It involves both customers and prospects, invites participation, is inherently viral and creates long-term customers.

Australia Post recently invited me to do a series of presentations on "Making Your Direct Marketing Dollars Work Harder For You" and I want to share three highlights. They may seem basic, however most companies are still not doing them.

1. Treat your customers better than your prospects.

Many companies send out the same packages with the same offers to prospects as well as customers. (Sometimes they even reserve better offers for their prospects) This is a huge mistake. You should know your customers, know what they've bought, and treasure their business.

Also, your marketing dollars will be spent far more profitably on your existing customers than on attracting new ones.

2. Treat your best customers better than your regular customers.

"Pareto’s Principle” is known as the 80/20 rule. It means that 80% of your business will come from 20% of your customers. Percentages aside, your business undoubtedly has some customers who buy huge amounts from you - and others who buy much, much less.

Please don't treat them the same way. If you can't afford to send holiday cards to every one of our customers - don't. But make sure you do to your best customers. You can also give them dedicated sales reps, a special 800 number to call, anything to make them feel valued. It's the single best way to keep them.

3. Measure everything you do.

This is one of the great advantages of direct marketing. Measuring what you do enables you to stop doing what doesn't work well, and do more of what does work well. So you don't have to increase your budget, you just have to adjust it for maximum return.

What should you be measuring? The only metric that drives your business - and that's return on investment.

More to come!

Thank You

2010-01-13T15:18:00.000-08:00

A couple of years ago, I was honored at the John Caples Award Show. Someone recently requested a copy of my speech, which I am happy to share below:

“When you receive an award like this, there’s a real temptation to thank all the people who have helped you along the way … but if I did, we’d be here until breakfast tomorrow morning.

“So, instead, I want to thank all of you.

“Not for what you did. But for what you’re going to do … next month, next year, and beyond that. You may think you’re going to do direct marketing, but that’s not what you’re really going to do.

“What you’re really going to do is help businesses stay in business, grow and prosper. You’re going to raise money for worthwhile causes and issues you believe in. You’re going to help people appreciate life, add richness and meaning to it, and even inspire them.

“You’re going to help build better products, great companies and enduring brands. And you’re going to help your clients make money, feed their families, pay for their children’s education, take great vacations and become even more successful.

“And, of course, you’ll also be helping yourself to do the exact same things.

“I have always been so proud … to be part of a business that is constantly improving … that measures what we do … and is always trying to do better than we did last time.

“I’ve always considered myself so lucky … to be friends with and work with some of the best creative minds in the world. Some of you are here with me tonight. And I’ve always considered myself so blessed … to love what I do and and to enjoy sharing it so much.

“So let me thank you all for this wonderful award — and for helping make this such a rewarding and stimulating and creative business.”

Carpe Diem

2009-12-23T04:35:00.001-08:00

...is Latin for "Seize the Day!" But what about snow days?

My niece Lorraine Braun has been in retail for almost a dozen years, and has managed multiple stores on both coasts. One reason for her success is her quick thinking.

During our latest blizzard, Long Island had almost two feet of snow. Lorraine's store The Limited was open - but virtually every other store had signs on their doors telling people that they were closed.

And that gave Lorraine a chance to seize the day, and generate a ton of business.

Next to the signs "We will be closed today due to inclement weather and should reopen tomorrow", she posted the following:

"However The Limited is open and our entire store is 40% off today! Come see us right next to Macy's"

Her store went from empty to packed with people!

This is an excellent example of a theme I've always believed in - especially when it comes to marketing. If you can add just a little creativity to your thinking, your success will be unlimited. (Even at The Limited)

Happy Holidays and Happy New Year

2009-12-16T10:01:00.000-08:00

I'd like to to wish you a joyous holiday season and a happy and healthy New Year.

It's been a difficult year for a lot of people but if you're still standing, you have a lot to be grateful for. And that's the attitude I want to share with you for the coming year.

Charles Swindoll pastor, founder of Insight for Living and pastor of Stonebriar Community Church in Texas, once wrote:

“The longer I live, the more I realize the impact of attitude on life.

"Attitude, to me, is more important than facts. It is more important than the past, the education, the money, than circumstances, than failure, than successes, than what other people think or say or do. It is more important than appearance, giftedness or skill. It will make or break a company... a church... a home.

"The remarkable thing is we have a choice everyday regarding the attitude we will embrace for that day. We cannot change our past... we cannot change the fact that people will act in a certain way. We cannot change the inevitable. The only thing we can do is play on the one string we have, and that is our attitude. I am convinced that life is 10% what happens to me and 90% of how I react to it. And so it is with you... we are in charge of our Attitudes.”

I'm taking this advice to heart, and I hope you will as well.

All the best, Alan

How People Read Websites

2009-12-11T07:30:00.000-08:00

They don’t - according to Dr. Jakob Nilson, who holds 79 U.S. patents, most of which involve web usability.

According to his report, only 16% of people read Web pages word by word. Instead, they quickly scan the page, picking out individual words and sentences.

So how can you get their attention? Dr. Nilson has 7 suggestions which I want to share with you:

1. Highlight key words or benefits. You can do this by making them bigger or bold, or even better, in another color.

2. Use relevant sub-headings (not "clever" ones.)

3. People love to read bulleted or number lists (like this one)

4. Make sure you only have one idea in every paragraph, Readers will stop reading after they think they “get it.”

5. Start with the most important benefit or offer first – don’t build up to it. People just won’t hang around long enough for it.

6. Keep it short – less than half the copy of a regular letter.

7. Keep it simple

Dr. Nilson also reported that “We found that credibility is important for Web users, since it is unclear who is behind information on the Web and whether a page can be trusted.

“Credibility can be increased by high-quality graphics, good writing, and use of outbound hypertext links.

“Links to other sites show that the authors have done their homework and are not afraid to let readers visit other sites.”

BusinessWeek called Dr. Nilson “one of the world’s foremost experts on web usability.” You can subscribe to his free newsletter at www.useit.com/alertbox

Constant Contact

2009-12-04T04:53:00.000-08:00

...is more than just the name of a great e-mail marketing company; it's a smart way to grow your business.

Regular contact with prospects – and more importantly, your customers – can have a bigger impact on your business than almost anything else you can do.

I can’t tell you how many times I’ve sent out a short note or e-mail – and had the person write back, “I’m so glad you contacted me. We have an assignment that would be just perfect for you...”

Would they have contacted me, if I didn’t contact them? They might have – but why take the chance?

My most recent newsletter has some some suggested ways to put this into practice. If you're not on the list to receive it, you can subscribe at www.alanrosenspan.com.

Life for Dummies

2009-11-12T07:14:00.000-08:00

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.

How Would You Sell the Bible?

2009-11-10T11:27:00.000-08:00

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.

Does Fear Work?

2009-11-02T10:28:00.001-08:00

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.

Now is the Best Time...

2009-10-08T10:39:00.000-07:00

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.

Expand Your Mind

2009-10-08T07:41:00.000-07:00

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.

Clip about vendor pricing

2009-09-21T05:54:00.001-07:00

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.

Read this if you want to improve e-mail response

2009-09-21T05:38:00.000-07:00

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?

Choosing a Direct Mail Consultant

2009-08-31T06:01:00.000-07:00

My latest posting talked about how to recognize and select a good copywriter, but I may have overlooked an important step.

Many companies need a direct mail consultant - who can help them plan a program from start to finish – before they write a word of copy.

So here are three simple guidelines to choosing the right one for you:

1. Ask to see their direct mail samples

You want to see real-life work – and learn the thinking behind each piece. But before you look over the creative, you need to ask about the background of the package. What was the marketing problem? Why did they select direct mail?

Important: make sure the samples are theirs – and not something they have only peripherally worked on.

2. Ask about results

Many consultants will give you broad generalities, like “It was amazingly successful.” But you want to know the results in as much detail as possible.

If they can’t reveal the exact numbers (and they may not be able to) probe for: “Which group responded the best?” or “How many leads converted to sales?” If they can’t give you intelligent, believable answers, you may want to keep looking.

3. Ask for references

If you wanted to hire someone to do $2500 worth of home improvements, you’d probably ask for references. Shouldn’t you do the same for a $25,000 direct mail program?

Ask for at least three – and then make sure you call or e-mail them. I usually recommend e-mailing them because then their recommendation is in writing.

Finally, here’s a question to ask yourself: Is this the right person for me to work with? The person may have impeccable credentials, but it just doesn’t feel right. Trust your instincts and find someone you’ll enjoy working with.

How do you know?

2009-08-03T03:07:00.000-07:00

Can you recognize good copy when you read it?

How do you know whether it will be effective or not?

The problem is that anyone can declare themselves to be a copywriter - there's no test to pass, no degree needed, and no professional certification, as far as I know. So what can you do? I have five criteria that I've found useful to evaluate copy and copywriters:

1. Did the copywriter do his or her homework? Did they tell me something I didn't know, or present a new way of looking at or thinking about something I did know?

2. Is the copy easy to read? Does it sound right when read aloud? (Your ear is a better judge of copy than your mind - if something's badly written, you'll hear it right away.)

3. Does the copy flow naturally, moving easily from point to point and building the argument or the story? If it stops and starts, it's probably not going to work effectively.

4. Is the copy action-oriented? Is it written in an active rather than a passive voice? Does it sound like someone asking you to do something?

Keep in mind that general advertising asks for a "share of mind." Direct marketing asks for a "show of hands." We want people to do something with their hands - send in a reply card, make a call, visit a URL.

5. Is the copy compelling? Does it make a strong case for the product, service or offer?

If the copy you're considering passes this 5-point test, it will probablyl improve your marketing communication results.

Direct Marketer Ascending

2009-08-03T02:49:00.000-07:00

So now you know I made it back - but let me tell you how.

My Mt. Fuji climb started at 1:30 in the afternoon on Saturday, at the 5th Station (about 2000 meters up) with one group going out after the next.

My group included 18 people - a combination of Brits, Indians, Brazilians and a few Americans - and we joined another group of about 30 local people. I was one of the oldest of the group, but most were middle age. We climbed rocks and rubble whenever we found an opening, because the trails were packed with people.

The mountain is huge - and we were not only above the clouds, but we saw a double rainbow after a light rain. That part was magical.

At 5:00 we stopped at a hut for dinner and then, we all rested in two giant bunk beds - 8 or 9 people sleeping across. We had no room to turn, and of course, none of us got any sleep whatsoever.

Our guides then "woke us up" at 10:30 to begin climbing again in the dark. Almost everyone had miner's lights or flashlights, so it wasn't too bad. I was fine, until about 2:00 when it started to rain heavily. Everything I was wearing was drenched. Plus the higher we climbed, the colder and windier it got.

There are few guard rails, no lights at all, the trails are mostly rock and volcanic lava, and very steep. I bought a hiking stick, which was a big help. But by the time we approached the top (at 4:30 AM) my legs were shaking, and I couldn't stop trembling from the cold.

As we came close to the summit, a gasp went up among the crowds of climbers. The sun broke through the clouds, "winked" at us, and then was covered over again. I can't possibly convey how dramatic it was because we weren't looking up at the sun, it was on our level. It went in and out again, almost twinkling like a star, and many of the climbers stopped to say prayers.

At the summit, I had a bowl of miso soup for breakfast, and then headed straight down. This was also difficult - because the trail is a sort of dusty mess, and all of us fell several times. It took 4 hours just to get back to our starting point. Out of the 18 who started - 15 finished. The others had to stay overnight at a hut, and then climbed down with us in the morning.

On the way home, we stopped at a traditional Japanese bath house, where we undressed, showered and then immersed ourselves in the famous Japanese hot tubs. That was just what we needed.

Climbing Mt. Fuji is something I'll never forget (and never repeat) but I'm glad I did it. (A photo of Mt. Fuji is shown at the bottom of this page)

Did They Do It Before?

2009-07-13T09:11:00.000-07:00

Malcolm Gladwell, author of "The Tipping Point," "Blink" and most recently "Outliers" wrote a terrific article about hiring people for your business.

He wrote that for many years, businesses believed in hiring the best athletes.

What that meant was - hire the smartest people you can find. It doesn't matter if they know your business. In fact, it's probably better that way - since they'll invent new and creative ways to approach it. Experience wasn't necessary.

That theory, wrote Gladwell, has been proven universally wrong.

The new thinking (isn't it obvious?) is to "hire someone who's done it before." And of course, this makes a lot of sense. If you need someone to do Search Engine Marketing for your company, hire someone who's done it successfully for a dozen companies.

If you need to do a direct mail campaign, hire someone who's done dozens, if not hundreds of them.

This is not to say you don't need fresh thinking - but your chances of success go way up when you hire someone who has experience with the task at hand, your industry, or your market.

It is in that spirit that I decided to climb Mount Fuji before I climbed Mount Fuji.

I have read about Japanese archers who practice for months without ever picking up an arrow. They learn the proper way to draw back their bow, breathe correctly, and visualize their arrow flying into the target over and over. Then when they first pick up an arrow and actually shoot - they get a bulls-eye.

So in the past two weeks, I have climbed the two flights to my office several hundred times. Most recently, I did 200 flights up and down, without a break. My goal is to climb the exact number of steps I will need to take before I set foot in Japan.

My Most Popular Article

2009-07-08T07:13:00.001-07:00

"7 Rules for Direct Marketers" has been requested by various publications and internal agency training programs. I've never posted it on my website, but I thought I'd share it on this blog. Let me know what you think - and whether it resonates with you. It's a bit long for a blog, so I've broken it up into two parts.

7 Rules for Direct Marketers
by Alan Rosenspan

There are many rules about what works in direct marketing.

However, there are no rules (as far as I know) for direct marketers. Here are some of the “rules” and lessons I’ve learned over the years.

1. Respect your Audience

How should you think about the people you’re marketing to?

First of all, they’re people – just like you.

Your goal shouldn’t be to fool them, or trick them into responding. Your goal should be to give them information
that can help them, or improve their lives, or make their jobs a little easier.

I’ve known direct marketing professionals who had the very lowest regard for the people they marketed to. I’ve heard
them say things like, "They’ll really fall for this" or "This will trick them."

People who feel like this usually don’t last very long. And they’re not happy being in the business.

On the other hand, when you respect your target market - and their taste and intelligence – you will almost always
be successful. And never send something out in the mail or e-mail that you wouldn’t want your mother to receive.

2. Respect your clients

My wife Laura sometimes gets upset by the amount of direct mail we receive. This is particularly true when I come home
from a business trip, and there’s a huge box of accumulated direct mail waiting for me.

Whenever this happens, I tactfully point out that "direct mail built our house."

And that’s also how I feel about my clients. They pay my salary; they’ve helped me take care of my
children; they’ve made it possible for me to buy things and travel and enjoy my life.

Your clients have done the same for you – and even though they may not always know as much about direct marketing as
you do (Thank goodness, or they wouldn’t need you!) they still deserve your respect, if not your affection.

People do business with people they like. When you like and respect your clients, you will never have to worry about
new business.

3. Respect your clients’ knowledge

When I first got to Boston, I was the Creative Director of the Direct Response group of a large general agency.

The general agency went through a terrible period where they lost 7 major accounts in the space of a year. No one
had any idea why, and so the agency called in an outside consultant.

The consultant spent 30 days talking to people within the agency and all our ex-clients. He then reported back to the agency management board, of which I was a member.

His presentation had only 14 slides – two each for every one of the clients we lost. He began by saying, "I talked to Friendly Restaurants (one of the lost clients) – and this first slide is what they said about you: "Your creative work is good. However, you
charge more than other agencies. And they don’t feel you’re responsive to their needs."

Now this slide is what you said about them: "They’re stupid. They don’t know good work when they see it."

The consultant went through lost client after lost client. And while each client said different things about the
agency, the agency had the same thing to say about every client. The consultant concluded, "If you continue to think that
your clients are stupid, you will lose every single one of them."

I learned an important lesson that day – but they didn't. Today that large Boston agency is out of business.

Your clients, even if they are relatively new to their job, know a lot more about their business – and their industry,
and their customers, and their market -- than you do. When Bill Bernbach started working with Avis Rent-a-car,
there were two cardinal rules.

1. Avis knows more about renting cars than the agency will ever know. That’s why Avis will have the last word about
anything having to do with car rentals.

2. The agency knows more about advertising than Avis. That’s why the agency will have the last word about any advertising issues.

This formula produced a long and productive relationship and dramatically successful advertising.

You should not only respect your client’s knowledge, you should use it. The more you listen to them; the more questions you ask them; the more likely you are to be able to help them solve their problems.

To be continued...

More "Rules"

2009-07-08T07:12:00.001-07:00

David Ogilvy said, "rules are for the obedience of fools, and the guidance of wise men (and women).

But here are the four remaining ones.

4. Don’t ever promise results

When the famous author Kurt Vonnegut taught writing, he cautioned his students.
"Don’t ever attempt to explain why someone did something. You can never know why. You can only write about what
they did."

The only time you can promise a specific response rate is when you are mailing out the exact same package to the
exact same list. And even then, you can’t be sure – because you are mailing at a different time.

Every direct marketing effort is different – with different goals and objectives. And the world has changed. Remember
when the "average" response rate was 2%? Virtually every large company I’ve worked with would kill for that average
today.

Promising a specific response rate sets up expectations that will be very hard to fulfill. I’ve had clients, new to
direct marketing, that were disappointed by a 17% (!) response rate, "I just can’t understand why everyone didn’t respond…" the client lamented.

On the other hand, I’ve had large financial services companies that were positively thrilled by a 1.2% response.

Direct marketing amateurs promise response rates. Direct marketing professionals never make that mistake.

5. Do what you say you’re going to do

This is the mantra of my good friend Ray Considine – one of the few people I know who always lived up to it.

Mark Twain once said, "Tell the truth. It will please some people, and astonish the rest." The same is true of doing
what you say you’ll do. So few people actually manage to accomplish this – it will make you stand out from the crowd. You may even get a reputation for it.

The second reason to do what you say you’ll do – it makes you much more cautious about making commitments and
agreeing to things in the first place. If you’ve promised the work by Tuesday – do it by Tuesday.
If you’ve agreed to include a testimonial in the direct mail package, or make certain changes, don’t complain about
it or explain why you couldn’t. Just do it.

6. Don’t be biased about media

As someone once said, "If all you have is a hammer, every problem looks like a nail."

Just because you specialize in one media, don’t turn your back on other media, which may be even more effective.
You do direct mail? Terrific – but don’t ignore telemarketing and e-mail, both of which work very well. And
of course, a combination of different media can be amazingly effective.

As a direct marketing professional, you have an obligation to know about the advantages and
disadvantages of all the tools at your disposal. And this leads us to the last and most important rule of
all.

7. Know your stuff

I taught Direct Marketing at Bentley College for 11 years. I had given speeches before, but this was
the first time I was responsible for a class.

I began by giving an overview of the direct marketing industry – tossing out statistics I only half-remembered
from my reading.

I was astonished when everyone in the class began taking notes. Were my statistics accurate? Um, I think so… Was I
absolutely sure? After that class, I checked them a little more carefully than I had in the past – because I realized
that people were depending on me for accurate information and knowledge.

The same is true in business. When clients come to you, they are coming to an expert. Or
at least, they should be. As a direct marketing professional, you have an obligation to keep up with new developments
in your field. You need to get and read the industry magazines and newsletters; you have to read the latest books.

You’re not only being entrusted with your clients’ money – their jobs or careers or the future of their company may be
at stake.

The average agency has 20-40 clients. The average client has only one agency. They deserve your very best efforts, your knowledge and your best and most-informed advice.

Don't Make Me Think!

2009-07-08T07:10:00.002-07:00

I was just turned on to a wonderful book called "Don't Make Me Think" by Steve Krug.

The book is an underground classic, first printed in 2001 and since updated a couple of times. It purports to be "A Common Sense Approach to Web Usability" but the lessons apply to virtually every form of direct marketing.

I can't possibly do justice to the book in a blog, but Steve's first and most important lesson is: Make it as easy as possible for people to understand exactly what you are talking about.

Krug writes "When I look at a Web page, it should be self-evident. Obvious. Self-explanatory. I should be able to "get it" - what it is and how to use it - without expending any effort thinking about it."

The same is obviously true for any e-mail or direct mail package - and there's an easy way to determine if it is. Simply hand it over to a friend, a partner or someone who knows nothing about your company or the particular product or service you're selling. If they "get it" - it's good. If you need to explain it, or answer a lot of questions, it's bad.

Steve apparently gives seminars on web design and usability. So if these are important to your business, get the book and see the seminar. And if you've already attended, I'd love to get your feedback.

Climbing Mount Fuji

2009-07-08T07:10:00.001-07:00

In just two weeks, I will be traveling to Japan to climb Mount Fuji - a lifelong dream of mine - and I thought of a story from my years of training in martial arts.

Besides learning how to gouge, choke and maim (which I've gratefully never had to use,) I also gained important lessons about life and direct marketing, which I have used over and over. One specific lesson comes to mind.

Our instructor led the senior class through an especially exhausting session. He kept us moving the entire time, making us throw hundreds of punches and kicks, and never giving us a chance to catch our breath. When the class ended - we literally fell to the ground. Our instructor bowed to us and said one word that terrified even the highest graded black-belts.
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The word was "Again."

Incredulous, we struggled to our feet and began the warm-ups for the second time. But something amazing happened. We could feel our energy actually growing with every exercise. And at the end of this second class, we were transformed. When we started, we could hardly walk. Now we were bursting with energy.

Our instructor said, "Now you know that even when you think you can't go on - you have so much more inside you."

I think of that amazing lesson whenever I am faced with a difficult challenge or an impossible deadline. And rest assured, I will be thinking of it as I begin my 12,285 foot climb up Mount Fuji...

Welcome to our New Blog

2009-06-30T09:00:00.001-07:00

If you've found your way here, you're as passionate about direct marketing and results as I am.

This blog is a chance for you to talk back - share what worked, what didn't work, and why - with your fellow direct marketers. And also leave any comments or suggestions for me.

I hope you do decide to share. When I first began in direct marketing, I obviously knew nothing about it. But I was amazed at how willing the experts were to share their experience, their knowledge and advice - through their books, presentations and even one-to-one. I've tried to honor that tradition.

You may have seen the bumper stickers that read "How's My Driving? call 1-800-000-000." I always wanted to get one for my desk that said "How's My Direct Marketing? Call 1-781-784-2228." So how's your direct marketing - what are you experiencing out there? What can you share?