Drew McLellan, Author at McLellan Marketing Group

5 tips on getting them to open your direct mail

June 17, 2009

Let's assume that people would really benefit from using your product and the special offer you've got going is genuinely incredible.

Isn't it a shame that most of them will never even have a shot at discovering just how much they'd love both your price and your product — because they'll never open the envelope?

We have all sorted mail over the garbage can. Each piece has less than 2 seconds to either catch our attention or flutter down into the circular file cabinet. So what will make yours pass the 2 second test?

Try one of these five ideas on for size:

Size, color & shape matter

The most common USA envelope size is a #10. In much of the rest of the world it's just a hair bigger and called an A-4. You know exactly what this sized envelope looks like – you receive a handful of them every single day.

As you might imagine…they don't get you a lot of extra attention.

But…both smaller and larger envelopes can greatly affect response. Whatever size you use – every so often test other sizes to find the best performer.

Color can also make a huge difference in response. Test color.

Just as size matters, so does shape. If you have a product or service that makes sense, why not try an odd shape. A round or even square envelope will get immediate attention.

Teaser copy

Don't wait until they open the envelope to start talking to them. Let teaser copy catch their attention and pull the reader inside to take action.

If you are addressing your own customers, teaser copy may not be needed. They see your logo, they know you, they'll open your mail.

But for those prospects, why not start on the outside and give your reader a reason to go in.

Graphics

Our world is graphic. And three-dimensional. And bright!

Your audience expects graphics. So, give them what they expect. And begin on your envelope. Let your piece dictate the tone of the visual. Illustration versus photograph is a worthy discussion. A chart or graph can be effective on your envelope, too.

But catch their eye and you will catch their attention.

Do something different

Print your envelope upside down. Or front to back, with the flap on the front rather than the back.

Do something out of the ordinary for your business or for your industry. Look at what everyone else is doing and run in the opposite direction.

Be bold…be noticeable. And be something they can't resist opening.

Embrace your lumpiness

3-dimensional works.

People always open a box, a tube, a bubble pack, or any other lumpy package. Let's be honest — it feels and looks like a present. Who isn't going to open that?

And more to the point…when the boss gets a lumpy package, who is going to risk opening it? What if it is something he ordered from a catalog you don't want to know anything about?

How about we put them all together….imagine an over-sized, bright silver colored lumpy bubble pack envelope with some teaser copy on the address label? I guarantee that no matter what you put inside…it would get seen.

How do I know this? I've seen the beast itself. And at MMG, we're going to be using some. My friend Mitch Matthews scored 48,000 of the envelopes you see in the photo at the top of the post. He's selling them below wholesale cost and I bought a bunch. But he still has a bunch more. He's offered to let my readers in on the deal…so I am telling you about them. Check them out and see if you can benefit from getting these envelopes opened!

I don't make a dime…I just want your mail to get opened. If you can get a bargain to boot, who is going to argue with that?

Are you listening?

June 14, 2009

I'm a generous tipper — always have been. Because over the years, I've worked several jobs that depended on tips, I've always had a soft spot for those who are doing so now.

With one noted exception. Cab drivers.

I travel a lot. Which means I ride in a lot of cabs. Most trips are uneventful. The cab drivers are a little rude. Typically they are either talking on their cell phone (hands free, of course) or they're listening to a radio station that I do not understand.

Basically, I am invisible.

So I have no inclination to be a good tipper. If only those cab drivers knew how easy it was to get me to open up my wallet….

A few weeks ago, I had an in/out trip to DC. Fly in Wednesday afternoon and out Thursday night, after a day long meeting. But my friend Jean (who owns the excellent agency Fixation) was able to get us Nationals tickets for Wednesday night.

As I got into the cab around 4:30, the driver actually spoke to me. He asked if I was in town for business and I said yes…but I was hoping to get to the baseball game that night, if the rain held off. The conversation could have ended there….and it would have been better than most. But then, the cabbie surprised me. He said, "the weather is on every 10 minutes on XYZ radio station. Let's turn it on and see what they're saying about tonight's weather."

And with that, he turned on the radio and we both listened to the dismaying news. Odds were not good that I was going to get to see Randy Johnson throw his 300th win. (They ended up canceling the game and Johnson recorded the historic win the next night)

I gave the driver one little clue. I was hoping the rain would hold off so I could see the game. He could have ignored it, made a simple comment or just went on with his usual driver behavior.

But he was really listening. And it paid off for him.

I think this happens to every one of us — each and every day. Clients make a casual comment or an aside…and in our rush to get the work done or the information we need, we rush right by it.

We don't ask the follow up question. We don't probe a little more. And we miss incredible opportunities.

I want to challenge you. This week — listen harder. Always ask a follow up question. See where it takes you. Remember all our talk about exceeding expectations and surprising our customers?

This week — do it.

Marketing is Publishing and Why it Matters (Joe Pulizzi)

June 12, 2009

Drew's Note: As I try to do every Friday, I'm pleased to bring you a guest post. Meet another thought leader who shares his insights via the blogosphere. So without further ado…Joe Pulizzi. Again. Enjoy!

I can’t tell the difference between publishing and marketing anymore. That’s a good thing.

When people refer to HomeMadeSimple.com from P&G, they say, “now that’s engaging marketing.” Hmm, I think publishing.

When social media experts say that the people at Blendtec (willitblend.com) are great marketers, I say first-rate publishers.

Let’s face it, we are all publishers now whether we like it or not. Just look at your laundry list of marketing tactics. Looks an awful lot like publishing.

But what does it really mean to be a publisher in today’s social media environment?

When you boil it down, publishing is simple to explain:

First, define a critical group of buyers (your customers/prospects).
Second, determine what information they really need and how they want to receive it (not your sales and marketing content…valuable, compelling content…that solves their pain points).
Third, deliver that critical info to that core group of buyers in the way they want it.
Fourth, continually measure how well you’re doing and adjust as you go.

For a publisher (in the traditional sense), success means selling lots of ads or subscriptions.

For a marketer who begins to think like a publisher, success means attracting and retaining customers. We do that by creating and delivering consistent and valuable content to our customers that positions us as experts, and that people ultimately want to share (through social media).

So let’s get practical. What are some things that you, the marketing professional, need to be thinking about now that you are a publisher? Here’s three:

Where are the content assets in your organization that provide the editorial information for your content/publishing strategy? Do you need a content audit?
Do you have experts in your organization that can write from a journalistic perspective? This is not features/benefits content. It needs to be the best of the best on the topic you are writing based on your marketing goal. If it's not the best, can you honestly position yourself as the expert and build relationships through your content? Hire a turnkey content provider or journalist to help you that understands this. Quality content counts! Remember, good enough is not good enough anymore.
Who owns the content strategy in your organization? Where is that individual at – marketing, PR, communications? Without ownership, creating a consistent message to your individual customer segments is a challenge at best.

If you aren’t sure about this whole “publishing” thing yet, I urge you to download this free excerpt to my book.

Joe Pulizzi is co-author of Get Content Get Customers, the original handbook for content marketing success. Joe is also founder of Junta42 (called the eHarmony for content), a free service for marketers that matches them up with the best turnkey content providers based on their specific project needs. Get regular content marketing updates from Joe on Twitter @juntajoe.

Every Friday is "grab the mic" day. Want to grab the mic and be a guest blogger on Drew's Marketing Minute? Shoot me an e-mail.

Mail Call: Can we help this student from Serbia?

June 11, 2009

My e-mail and mail is a whole lot more interesting (grasshoppers anyone?) now that I am blogging, I must tell you. This week, I got an e-mail from a student in Serbia who is wondering how to use a trucking company's drivers to strengthen relations between the company and the customers.

Here's his e-mail. I promised him we'd help him out. His presentation is due in less than a week, so jump on it. Put on your thinking caps and share some ideas:

Hello Drew!

May I ask you to give me some advise
I am a student in marketing menadzment in Serbia, and I have a project to do with the next problem:

i need to use the trucks drivers to improve the brend of the company and relationship with customers. the company is one of the world famous in its industry, i cant tell its name, just for the start.The company producing(making) a constrution material, most important is cement, and its agregates and then delivers to the customers with their big trucks. the high managment doesnt spend a lot of time with the customers, like the drivers do, because of that, kompany wants to use that fact to impove relations, to use drivers , at one side to get informations directlu from people who buying its products, their suggestions, opinions…and at the other to show them that care about them, to show its brend standards, protect and improve the same, and make itself diferent from competion.The drivers have about 15-30 minutes until the cargo is unloaded to make an impression on customers. some usual things are next: they need to be clean and their trucks, to wear uniforms, to deliver the products on time…smile…
Any idea would be a great help for me who is gonig to be a future manager. i hope that we will cooperate in future, and that i will be able to help you, as this things like blogs and similar are just starting in my contry or in my enviorment. I am sorry about my english, but i am still learning. i am better in reading and uderstanding then writing, of course.
If you have any idea or friends whoworking on similar things, or you have adresse on someone who can help me please send me email.i have 1 week to finish the presentation.

Thank you for your time!
Milos B. sudent of final year of Faculty of Organizational Science, University of Belgrade

Logo contest – client (and Drew’s) reactions

June 10, 2009

As you will recall, thanks to an offer from LogoInn, I was able to offer one lucky reader/company a free logo. After accepting entries for about a week, we eventually selected Colfax Main Street as our winner.

We're going to go through the entire process here on the blog, so everyone can learn along. Here's what's happened so far.

After taking the logos back to her committee, here's what Julia, our winner, had to say:

First, Drew, thank you for this opportunity. There have been many comments on your blog about the logos and our comments echo many of them.

However, at this time, none of the logos are acceptable to our group. We do not like the gazebos, because they do not reflect the gazebo that is in our community. If our gazebo cannot be used or some accurate reflection of it, we do not want to use a gazebo.

We also do not like the water droplets because they do not reflect our Mineral Water Heritage. Let’s stay away from any sort of water droplet or water feature it tells the wrong story.

We also do not like the stick figures/people in the logos. They would be better suited for a health oriented company.

Some of the fonts are ok, but there is not a single font that reflects our request of “graceful, classic, possibly scripted, easy to read from a distance, and appears to have a casual elegance.”

And here are my thoughts:

One of the dangers in logo design is trying to be too literal. (check out these logos and see how few of them are literal translations) Just because Colfax has a gazebo…doesn't mean it should be in their logo or that the gazebo represented needs to look like the actual gazebo in the town. (Here I disagree with Julia and the committee) Even using one architectural element that is common to gazebos…could capture the flavor without having to be so realistic.

Also…I cannot imagine a gazebo logo that is going to work on a business card without occupying half the space. Remember, logos need to work in one color and in all different sizes — especially very small.

In terms of the mineral water — people flocked to Colfax to enjoy the benefits of the mineral water…health and healing. So the logos don't need to show the actual water…(although it could) but they could also connote healthy living. (Which incidentally might be something Colfax could build on…a natural, healthy place to live outside of the stress of the city etc.)

I agree with the Colfax folks on the fonts. On the plus side, they are all very readable. But, they do not connote a gentle gracefulness — which is what we're looking for.

Next steps:

The LogoInn folks will read through the comments on this post and the one where we unveiled the logos and then come back with some questions for clarification before they take another shot at it.

So stay tuned!

Resources you need to know about

June 9, 2009

Here's a quick list of some resources that I think you're going to want to know about. It's a mixed bag of e-books, blog posts, essays and other tools that I promise you…you're going to love.

Build Your Own Opportunity Network/Getting Started in Social Networking by Steve Woodruff (click here)

This e-book is only 15 pages but it is packed with insights. Steve spends a little time on the what and why but he really delves into the HOW. Which, after all…is what matters. Download your free copy by clicking on the link above.

42+ Social Media Marketing Tools by Joe Pulizzi (click here)

Joe runs the Junta42 and has written the book (literally) on content marketing. Joe has put together a fantastic list of social media tools — and what makes it even better is that he is vetting suggestions from the comments section and keeps updating the list, so it's even better. Check it out by clicking on the link above.

Google Wave Preview by Google, of course (click here)

You are not going to believe what Google has planned next. When I saw this, I was blown away. Google Wave is a new tool for communication and collaboration on the web, coming later this year. And by now you know…check it out by clicking on the link above. Thanks to Mike Colwell for sharing the info with me.

Think like an Iconoclast: The Principles of Walt Disney's Success

Barry Linetsky and I share something in common. We're both admirers of Walt Disney's tenacity and vision. Barry recently had an article about Walt's success published in the University of Toronto's Faculty of Management Studies magazine. I promise you — you'll find a very valuable takeaway or two. Guess what you need to do…exactly. Click the link.

Word of mouth: What will they talk about?

June 6, 2009

A few weeks ago, I introduced you to Andy Sernovitz's Word of Mouth marketing book and his five T's.

The first T = Talkers
The second T = Topics

You've got to give your customers something to talk about. And guess what…doing a good job is not enough. Customers don't even notice when you meet their expectations. You've got to grab their attention.

This isn't about force-feeding them your tagline. This is about doing something they don't expect or going far beyond their expectations.

We serve warm, homemade cookies at every client meeting. At the first meeting — our guests are floored and delighted. And then, when they become clients…they love the smell of those cookies baking as they walk into our space.

On average, about the third time they're dining on our cookies, they realize that the M&M colors match our logo colors. Purple, green and orange. And that's it. Now…they can't stop talking. And they begin to understand that building a brand is filled with little details that take it to a new level. (It's fun to watch them realize we special order the M&Ms just for their cookies.)

Another excellent topic is anything that lets your customer look like they're connected or the big man/woman. How about a "give your buddy twenty bucks" coupon (make it easy to pass along..maybe they just enter in e-mail addresses)? Or a special invitation that allows them to bring a friend to an exclusive event.

Make your customer look like a star…and they'll take you right along with them.

What do you think your clients are saying about you? What about your business or product gets them talking?

Surviving Change You Didn’t Ask For (MJ Ryan)

June 5, 2009

Drew's Note: As I try to do every Friday, I'm pleased to bring you a guest post. Meet another thought leader who shares her insights via the blogosphere. So without further ado…MJ Ryan. Again. Enjoy!

Have you ever encountered that “life stress” list that rates changes such as moving, death of a spouse, getting married, etc.?

The folks who created that list in the sixties estimate that life is 44% more stressful now than it was 50 years ago, and they came up with that estimate before the 2008 global meltdown. I’m not sure we even want to know the new number!

Chances are you’re confronting some change you never asked for—perhaps a loss of job. Or some dream. Maybe you have to have to learn to work in new ways or find a new place to live. I’m sorry if it’s difficult.

None of us knows what the future holds. But there is something we can do right now—develop the ability to adapt. As far as I can tell, it’s the key indicator of success in these turbulent times. AdaptAbility is the capacity to be flexible and resourceful in the face of ever-changing conditions. To respond in a resilient and productive manner when change is required. Some of us already know how to easily do this. The rest of us need to learn–quickly.

Resisting change wears down our bodies, taxes our minds and deflates our spirits. We keep doing the things that have always worked before with depressingly diminishing results. We expend precious energy looking around for someone to blame—ourselves, another person, or the world. We worry obsessively. We get stuck in the past, lost in bitterness or anger. Or we fall into denial–everything’s fine, I don’t have to do anything different. Or magical thinking–something or someone will come along to rescue me from having to change.

We don’t want to leave the cozy comfort of the known and familiar for the scary wilderness of that which we’ve never experienced. And so we rail against it and stay stuck.

Fortunately, once you become conscious of how to adapt, you can face future changes with greater confidence and swiftness.

Want further incentive to learn? Experts in mind-body medicine have shown that people who are master adapters live longer and healthier lives than others. How come? Because they counterbalance the stress hormones that wear down our bodies with positive attitudes and behaviors that release feel good hormones which restore balance to our cells, organs, and tissue. That’s why many health experts define health itself as AdaptAbility.

When the environment changes and we must therefore too, it’s appropriate to complain, to take, in the words of Dr. Pamela Peeke, the BMW (Bitch, Moan and Whine) out for a little spin. But soon it’s time to put it back in the driveway and get down to business. We are all being called on to stretch mentally, emotionally, and spiritually into the future. We can do it!

MJ Ryan is an inspirational author and coach; internationally recognized as a leading change expert. Dubbed “an expert in human fulfillment,” she specializes in coaching high performance executives, entrepreneurs, individuals, and leadership teams around the world. Her work is based on a combination of positive psychology, strengths-based coaching, the wisdom traditions, and cutting edge brain research.

Her new book, titled “AdaptAbility: How to Survive Change You Didn't Ask For” was recently released published by Random House’s Broadway Books. She lives in the San Francisco Bay Area with her husband and daughter.

Every Friday is "grab the mic" day. Want to grab the mic and be a guest blogger on Drew's Marketing Minute? Shoot me an e-mail.

A little grasshopper told me

June 2, 2009

Thanks to the blog, I get some interesting mail. But I have to say, chocolate covered grasshoppers might just top the list.

When I got it, here's what happened:

It came in a FedEx package, so no one screened it. It actually got to my desk.
I didn't recognize the return address, so my curiosity had me open it right away.
Once I realized that it really was chocolate covered grasshoppers, I started showing my co-workers.
We visited the website on the card to see what the mailing was all about.
We took photos, because I knew sooner or later I'd blog about it.
We're going to have a "who will eat one of these" contest at work. I'll let you know who wins!

Bottom line — it worked. 3-D mailings may cost a little more money — but they deliver big results when they are done well.

The folks at Grasshopper.com decided to send out 5,000 of the attention-hopping packages to entrepreneurs, bloggers, celebrities, journalists and customers. They spent 3 months assembling the list and made sure the packaging and cross promotion (Twitter, YouTube, bloggers, their website, etc.) were all in order.

This was a very well thought out and executed campaign. Bravo to the Grasshopper gang.

P.S. Grasshopper.com is actually an integrated virtual phone system for your company that includes toll free numbers, forwarding capabilities to home, mobile, office… and even online voice mail to email capabilities. Costs range depending on the package you would like – but they start at $9.95 per month and range up to $199 per month.

The URL on the package sent us to this video about the power and potential of being an entrepreneur.

What are they expecting?

June 1, 2009

One of the most common customer service axioms is: exceed their expectations. We've all heard it. But have you ever really thought about how it applies to your business.

Do you really know what their expectations are? How can you exceed them if you don't? Let me give you an example.

As you probably know, I walk Maggie the mostly lab along a park's bike path. We walk for a couple miles and along the walk, there aren't any trash cans or dog waste receptacles except at the very start of the path.

Should you be walking your dog and about a mile into the walk, the dog does their business, as a good dog owner you have to pick up the waste. And then carry it for the next mile. Not so great.

One Sunday, after having that exact experience, I sent an e-mail to the "contact us" button on the park and recs page. I suggested a couple spots along the path that would easily accommodate a trash can. I didn't have high expectations. After all, we're talking city government.

So I was blown away on Monday morning when I had an e-mail back from the Director of Parks and Rec, saying it was a good suggestion and they'd get the cans out there soon. I was even more blown away when the cans actually appeared within the week.

They totally and completely exceeded my expectations simply by answering my e-mail and listening.

But, had they decided to conduct a trash can usage survey, ignored my e-mail all together or put it on the next city council's agenda — my expectations would not have been exceeded. They would have been met. And I expected them to disappoint me.

Before you give your troops the "exceed their expectations" speech — why not figure out exactly what that means so you can not only give them the speech but also give them the road map on how to get it done.

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