Increase Sales, Not Postage

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f you’re looking for an easy way to get more bang for your buck on regular mailings, try inserting statement stuffers. These printed promotions can be easily slipped into an existing mailing, such as a monthly invoice or statement, without adding additional postage fees or the hassle of a separate mailing.

Here are a few tips to consider when creating statement stuffers:

  • Highlight a different product or service every month to educate customers about unique products or services they may not know you offer.
  • Insert valuable coupons to increase sales and show customer appreciation.
  • Use statement stuffers to introduce new personnel or include an employee spotlight as a way for customers to get to know existing staff.
  • Provide information about a customer loyalty or customer referral program.
  • Use statement stuffers to announce upcoming sales, open houses, holiday events, or corporate anniversary celebrations.
  • Reinforce your brand image by coordinating your statement stuffers with your company colors, imagery, logo, and brand.
  • To easily track offers, design them as a coupon that must be turned in to redeem the discount.
  • If you enclose an exciting offer, consider applying a label to the outside of the envelope to increase excitement. Have it read something like this: “$20 coupon value inside!”

We’re here to help if you need creative money-making ideas to stuff in your statements!

Lessons From the Greatest Direct Mailer of All Time

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Direct mail has been a proven money maker for many years and continues to prove its worth to this day. In this age of all things digital, it’s ironic to note that many who have tired of wasting valuable time and resources with unproven tactics are once again turning to direct mail.

If you’re one of the wise ones who have penciled this powerful strategy onto your marketing calendar this year, it would be smart to learn from one of the best direct mail sales letters ever written.

In 1974, Martin Conroy wrote a simple, two-page sales letter which was continuously mailed out with very minor changes between 1975 and 2003. Not only did it have amazing longevity, but it was responsible for raking in over a billion dollars in new sales.

This letter was a simple story. The best salesmen, teachers, CEOs, and communicators know that stories told well sell! Whether you’re selling something or trying to get others to take action, simple but powerful stories can do much of the heavy lifting for you.

There are many reasons this piece proved to be so successful. The classic formula of attention, interest, desire, and action are beautifully articulated in the piece. Here are a few other lessons to learn:

  1. It pulls you in with a story and emotional hook which makes you want to read more.
  2. It’s simple and clear, so you can follow to the end without getting lost.
  3. Emotions and hot buttons are weaved throughout the copy so your interest remains high.
  4. The benefits are crystal clear.
  5. There’s a clear call to action.
  6. It offers a risk-reversal and guarantee for those on the fence.
  7. It makes a promise and restates that promise at the end.
  8. It provides three options: Good, Better, and Best.

These simple 781 words proved to be a key circulation builder for subscriptions to the Wall Street Journal for over 30 years. There are seminars and courses which have been taught using this letter as a prime example. Studying the letter and learning the techniques and power can make your next direct mailer a big success as well.

Here’s a , along with some information about its amazing success.

Please Give Me a Call

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With the recent explosion of marketing avenues available to businesses, it’s easy to forget some of the fundamental building blocks that go into making a company successful. Take, for instance, that telephone in your office. It may not be as sexy or new as social media, but it packs a much bigger and more immediate punch than tweeting or Facebook posts! Perhaps the most important method of communicating with your clients and prospects is still that little old telephone.

The phone connects your business with your audience in ways that email and social media can’t. The sound of the human voice and the interaction between two people on the phone can never be replicated or replaced by any other medium. That interaction can either increase or decrease your business in terms of traffic and revenue. Most callers will base their decision about whether or not to do business with your company on how they are treated on that phone call.

No amount of marketing and PR can overcome a negative experience on a phone call with your office. So before you move forward with any new marketing, make sure all that effort doesn’t go to waste when a prospect calls your business.

You can either pay someone or ask a friend to call your business and pose as a potential customer. Have the calls recorded. Review these recordings on a regular basis, and share both the positive and negative calls with your staff, along with items you find that need to be corrected. These are extremely valuable training times. It takes a little effort on your part, but the rewards will pay off for many years to come.

By making sure that all callers experience a positive event when calling your business, you have a strong pillar to continue building your successful business.

It’s 11:30. Are You Ready?

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Deadline Lessons from Saturday Night Live

Saturday Night Live (SNL) producer Lorne Michaels once said, “I say it every week: We don’t go on because we’re ready. We go on because it’s 11:30.” He went on to say that being “ready” is a state of mind, one you can condition yourself to overcome with regular deadlines.

SNL is a long-running late-night live television sketch comedy created by Lorne Michaels. The live aspect of the show requires an absolute commitment to being ready to go on air at 11:30 eastern time every Saturday. It’s a hard deadline. No excuses can be accepted or tolerated. The show begins with a topical sketch, at the end of which someone breaks from the skit and shouts: “Live from New York, it’s Saturday Night!”

But before the show airs each Saturday night, an entire week’s worth of preparation has gone into making that episode a reality. Monday starts with a production meeting where ideas for the following week’s skits are pitched. On Tuesday, the ideas chosen are turned into skits, and on Wednesday they’re reviewed to pick the best ones to move forward.

On Thursday, the skits are tweaked and adjusted as needed. The winning skits are rehearsed on Friday and then once more before a live audience on Saturday at 8 PM before the actual live performance at 11:30.

Whatever project you’re creating — whether large and elaborate or small and simple — you likely follow a similar process. Your ideas are put on paper, the best survive, an action plan to move forward is chosen, and deadlines are given. Everything is ready, so then why do some ideas and projects never get done?

Over-thinking, doubt, procrastination, and perfectionism are the enemies of deadlines. Each one can play the role of devil’s advocate in your head to delay and destroy deadlines.

The cure might be to learn from SNL and Lorne Michaels. Take imperfect action when necessary. When you delay, nothing can move forward. You can always correct course and improvise as you move toward your goals, but nothing can happen unless you make that leap of faith to take the first steps.

SNL has aired some 730 episodes since its debut and began its 38th season this year, making it one of the longest-running network television programs in the United States. It has produced countless stars, created immense wealth for the creators, and entertained several generations of audiences over the years. The live aspect of the show creates a certain drama that most other shows lack. Some of the jokes fall flat, and there are unexpected surprises in many shows that had not been rehearsed. But the actors improvise as needed, and the show always goes on.

SNL doesn’t go on air at 11:30 every Saturday evening because they are ready. It goes on because it’s 11:30. You may never be “ready” enough if you don’t commit to a deadline to go live. Set aside your fears and worries. Time is wasting, and you may never get another chance to go live again.

Your Print Marketing 3-Step Rule

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Every print marketing piece should have an end goal in mind. Depending on the type of marketing piece, these goals can range from simply building name recognition to creating curiosity and ultimately generating sales. The next time you find yourself struggling to create print marketing that will get noticed, remember these three steps to maximize your effectiveness:

Step 1: Grab attention.
Start by getting your reader’s attention. Remember this must happen from the initial glance at your promotional piece. Try using a bold headline, graphic, photo, or marketing claim. Choose something that encourages viewers to take a moment to read your marketing message.

Step 2: Create interest.
Provide teaser information that will engage prospects and entice them to learn more. Teaser information could include an announcement about exciting new products or features, a current or upcoming promotion, or anything else that will persuade customers to learn more.

Step 3: Engage the reader.
Provide a call to action for readers who have taken time to read your marketing message. This could vary from prospects who simply want more information to those who are ready to make a purchase. Provide a website address, phone number, directions, or other contact information that makes it easy for prospects to get in contact with you about your product or service. Consider creating a website landing page that is specific for the highlighted product or service. A landing page can not only make it easy to track interest generated from your promotional piece, but it can also make it easier for the reader to learn more without losing interest wading through an information-packed website.

Our creative team specializes in creating marketing pieces that will get noticed and remembered. Give us a call today if you need help or ideas for creating the perfect marketing piece that will increase awareness and boost sales.

Repurpose Marketing Content

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Repurposing content is often one of the most cost-effective and efficient ways to create an abundance of creative content, while at the same time extending the shelf life of your current marketing investment. Here are a few tips to help you creatively repurpose marketing content:

  • Combine related blog posts on specific topics into an e-book. Add content as needed to make it flow smoothly from one post to another.
  • Convert PowerPoint presentations into videos by adding animations, background music, or a voice-over. Maximize exposure by posting your videos on YouTube and sharing links via social media, your website, email, direct mail, and other marketing tools.
  • Turn publications or articles into podcasts by simply reading them aloud or having a narrative conversation about a topic of interest.
  • Create a company history timeline highlighting the stages and evolution of your business. Include news releases, company posts, social media announcements, and articles about your company.
  • Review unconventional content as well, such as an employee handbook that may include an introduction from the president outlining the company’s vision or a well-written summary of your target audience meant to educate new employees.
  • Archive your news releases in a “news” section on your company website to increase ongoing exposure.
  • Reuse parts of press releases, case studies, white papers, and other publications. Pull key quotes, stats, facts, and highlights, then use those materials in brochures, newsletters, blog posts, website pages, and email campaigns.
  • Create a landing page or microsite using in-depth product pages or articles that you’ve already written.

No matter how you repurpose your content, just remember that the more content you create, the easier it is to generate interest, educate and inform prospects and customers, and increase sales.

No Apologies, Please

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In order to be successful in business, you must portray confidence. If you aren’t confident in your abilities or the quality of your products and services, why should a prospect or customer have confidence in you?

The words you choose in sales and marketing are very important and should portray a positive, confident image of your business. That’s why you should never start a marketing or sales pitch with an apology. If what you have to say is important, you should always say it confidently, with no apologies.

Starting a conversation with an apology (“I’m sorry to both you…”) suggests that what you have to say isn’t really important and may influence prospects or customers to think the same.

Rather than apologizing or downgrading your approach, try showing confidence by saying, “I have an exciting new product I’d like to share with you, and I need a few minutes of your time. Do you have a moment to discuss this now, or can I make an appointment with you at a later date?”

If you’re promoting a product or service of value, you should never apologize for getting in contact with prospects or customers to promote it. So, if your sales pitch isn’t important, don’t use it. If it is important, don’t apologize for using it.

Loyalty Marketing… or We HEART You!

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Customer loyalty programs are an easy and effective way to keep customers coming back to your business. Here are a few tips to help you create a loyalty program with a simple yet important goal: rewarding repeat customers.

  • Offer custom-printed punch cards or stamp cards for customers who frequent your business. A simple reward (such as “buy five car washes, get the sixth free”) may be enough to keep customers from visiting your competition down the street.
  • Utilize the back side of your loyalty-marketing promotions to advertise upcoming events, highlight exclusive offers, share helpful tips, and more.
  • Celebrate! Be sure to recognize customer birthdays, holidays, and even the date your customer joined your loyalty club.
  • Provide loyalty club members with special coupons for free upgrades, such as “upgrade to a premium deluxe XYZ for the same price as our standard XYZ.”
  • Reward customers who buy ahead. For example, if you own a repair shop, you might offer a year-long package of oil changes for a discounted rate. Not only will the customer be happy to save money, but you can ensure the customer will return to your business all year long.
  • Invite loyal customers to join a review panel group, and offer free products or services in exchange for their valuable feedback and input on how to improve your business.
  • Develop creative ways to show your company’s reciprocal loyalty to customers. Send “thank you” campaigns, for example, with exclusive discounts or promotions.

Give us a call if we can help you create loyalty program marketing materials your customers will love!

We Want Your Vote!

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With Election Day fast approaching, why not take advantage of the voting spirit by creating a few fun polls for your business? Here are some clever ways to gather opinions and reward your loyal customers in the process:

  • Ask customers to vote for their favorite products or services. Send a postcard campaign or statement stuffer with a web link to an online ballot. Distribute campaign flyers. Post information on your Facebook page, website, or other social media channels. And have a ballot box at the main desk of your business, where customers can vote by paper ballot if they prefer.
  • Encourage customers to learn more about your products by creating a game-like quest. Provide clues through various communication channels (email, direct mail, social media), and reward those who complete the quest.
  • Inspire participation by offering a grand prize drawing, as well as a guaranteed coupon or smaller thank-you to all who vote.
  • Create an “Election Day” sale to encourage extra traffic, and consider offering an additional discount to any customers who come from the polls wearing an “I voted” sticker.
  • If you’re creating an in-house promotion, remember that food is always a crowd pleaser. Consider offering cookies, cake, donuts, or simply coffee, hot chocolate, or cider.
  • Provide a follow-up marketing campaign to announce the winner, and consider running an exclusive special on that particular product or service following the election.
  • Maximize your promotions by offering combo specials that include your most popular products with lesser-known or newer products.

Our creative experts are here anytime you need help spreading the word about an upcoming sale or promotion. Give us a call today!

Why You Need to Use Pattern Interrupt in Your Marketing

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From the time you wake up until the moment you close your eyes, you’re bombarded with marketing messages. You may even have dreams of the ads running in your sleep!

Most of the messages you see during the day just blend together without much notice. Many are of the “me too” variety. Either the owner or the advertiser is practicing the lazy marketing technique of simply copying a competitor’s ad with very little real change. Maybe the original ad had some creativity to it, but now it’s lost in a sea of similarity.

For your ad to have any chance of succeeding, you must use “pattern interrupt marketing” as one component of your message.

What’s pattern interrupt marketing? As the name implies, it’s marketing that stops a prospect in their tracks and engages them. Your message must be able to capture a prospect’s attention if it’s to have any chance of being noticed.

Imagine you’re driving down a street looking for a place to eat lunch. The street is packed with similar looking eateries on both your left and right. The buildings all look the same and have signs with business names on them. The business owners have all copied each other in building design, colors, and layout so much that it’s very difficult to tell them apart. But one smart business owner has hired someone with a colorful costume and given them a professional-looking sign with delicious-looking food photos and a message that clearly states all the benefits of their restaurant; in addition, if you come in today, you’ll receive a great discount. The guy holding the sign interrupts your attention, and the offer lures you in to try the food.

That’s what pattern interrupt marketing is all about.

Now, you could try any number of gimmicks to grab a prospect’s attention, but there are only a few things that will truly capture their interest and hold it long enough for you to make an impression. Here are three steps to get you started:

  1. Make a list of problems your product or service can solve.
  2. Pick just one as the focal point for your marketing message.
  3. Think about the types of language and visual cues your customers would use to best understand this message.

With those elements in place, you can better plan your marketing.

Pattern interrupt marketing can be used in every type of business and in every type of marketing communication. Whether on a billboard, through direct mail, via email marketing, or even at a trade show, pattern interrupt marketing can be very effective. The goal is not only to capture the prospect’s attention by doing something different or unexpected but also to encourage them to take further steps with you once they’re engaged.

Pattern interrupt marketing is only the first step in a process, but in some ways, it’s the most important step. After all, if you can’t capture their attention, the rest won’t matter.