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Make sure your mail isn’t junk mail

May 25, 2007

Direct mail, be it the old fashioned kind – snail mail or that new fangled e-mail, is still one of the most effective marketing tools around. If you do it correctly. 

So let’s look at how to do just that.

Right Audience

Sending your direct mail piece to the wrong set of people is probably the most common (and most costly) error made in mailings. Spend as much time on researching your list as you do on the creative aspects of creating your piece.

Unless the people on your mailing list have a desire or need for your product or service, they’re going a pretty tough sell. Offering Marlboro products to non-smokers just won’t work. I don’t care how great the copy is!

Right Message

Before you start writing a direct mail piece, make a list of the three things you want someone to get from the contact.  No more than three.  Rank them.  Now, eliminate one.

At best, people are going to remember one or two things.  If you want them to take action or remember a benefit – don’t muddy up your message by hiding it among many messages.  Be clear about the result you want.  And then, don’t get in its way.

Right Timing

Naturally, you need to tell them how much it’s going to cost. And you think the price is a real steal. But, make sure you share the price at the right time.

No matter what you’re selling, a price has no meaning until your audience knows what they’re getting and why they would want it.

Once you are ready to talk money, you need to tell readers what makes your price so great – in terms of benefits to the reader. Remember, all they care about is what’s in it for them. So tell them!

Right Call to Action

As you create a direct mail piece, you should know exactly what you want the recipient to do. Call for more information, log onto your website, bring the postcard in for a 20% discount – whatever.

But be reasonable. No one is going to call up and buy a $50,000 car after one postcard.  Match your call to action with where the audience is, at the moment.  Good direct mail is about getting to the next step (asking for a sample, coming in for the test drive, answering a 5 question survey, etc) but to do that…you need to identify what the steps are and strategize how you are going to systematically move from one to the next.

Also, don’t assume they know what you want them to do. You should tell them several times exactly what you want them to do. Be specific. Let readers know exactly what action you want them to take — tell them, and tell them again.

Where do you need to improve your direct mail offerings?  Which one of these could have the most impact on your ROI?

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Is your tagline part of your brand?

May 24, 2007

That’s the question I posed over at Marketing Prof’s Daily Fix and we are in the midst of a pretty lively discussion.  Come over and either add your two cents or just learn from the diversity of opinions.

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How to use a survey effectively

May 23, 2007

I responded to a survey called "Media Relations in Practice" generated by PR News and recently received a "preview" of the results.

Let me share a couple of the graphs (screen shots from their website) and then make a couple points and get your feedback.

 

Some interesting results.  Apparently they will be covering the findings in more detail in an upcoming issue of PR News.  One of the charts I did not include was tied to the question "how do you track your PR efforts?" The overwhelming majority answered either Google or Yahoo.

But what interested me even more than the results was the way the survey results handled.   As a respondent, I was sent a note of thanks and a web link.  Oh yeah…and an "additional bonus for responding" a $50 off coupon for one of their products.  Good for 90 days.

Here’s what I might have done differently.

• I would have sent a web link but also offered each individual chart as a jpg (or some other format) for easier sharing.  After all, their own respondents told them how important blogs and other social media are.
• I would have solicited comments/examples to make the results come to life and used them in the upcoming article.
• I would have attached a free white paper on a related topic, based on the results received, rather than the coupon.

How about you?  Any a ha moments from the results?  How would you have handled distributing the results or thanking the participants?

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Silence kills a relationship

May 22, 2007

You know what drives me nuts?  When I am ignored, like I’m barely visible.  The silence is deafening.

We have a vendor/partner who does very good work. But they have a cultural habit that is resulting in my agency deciding to look for new vendors. They go silent.

When we run into a snag, we call or e-mail.  They say they’ll check into it.  I have no doubt that they’re doing something and trying to figure out the solution.  But we don’t hear a word.  We are left waiting.  Our client is asking for updates and we have nothing to offer.  We e-mail and e-mail or call and call, and finally we will get an update. I’m pretty sure (and yes, I have asked) that their culture says — focus on fixing the problem and then report the solution. 

I want more than that.  I want over communication.  It’s not that I don’t want them to expend most of their energy on solving the snafu, but also I need them to recognize that I’m in the dark and how uncomfortable that is.

I want a daily update that gives me something to offer our client.  I want to know what is working and what still has them stumped.  I want anything but silence.

I think one of the most damaging things we can do is ignore a client.  Because in essence, that’s what silence is. 

When your clients are in crisis (or their own perceived crisis) how do you handle it?  What do they want?  How do you know it’s what they want?  Are you guilty of keeping them in the dark?

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Your future customers are behaving very oddly

May 21, 2007

Many in the B2B world are dismissing social media as something "kids" are doing.  Or are nodding at their B2C brethren and saying it’s their problem.

Maybe today that’s sort of true.  But guess what your future customers are doing.  Yup — building a new habit of using social media. Do you suppose that’s going to just go away?

Social networks have changed the way that people interact with each other and with media, according to an April research report released by Fox Interactive Media. The research found that the 70% of Americans aged 15-34 who engage in social networking activity are doing so during the primetime hours. According to the research data, these social networkers aren’t just dabbling; they tend to use social networks more than they use other forms of communication and entertainment. According to the report, a majority of social networkers choose interacting on sites such as MySpace as their favorite activity online or offline ahead of television viewing.

Other findings:

• 40% of social networkers say they use social networking sites to learn more about brands or products, and 28% say a friend has recommended a brand or product to them.
• 69% of users say they use social networking sites to connect with existing friends and 41% say they use the sites to connect with family members.
• More than 31% of social networkers say they spend more time online in general after starting to use a social network.

Here is the question for marketers.  If the 17-34 year olds are already engaged in social media, do you suppose they’re going to unplug when they hit 35,40 or 50?

Imagine how differently we will talk to the next generation as they approach retirement.  Are you already seeing this in your work?  If your product or service targets the mature market — how does or will this affect you?

Source: Word of Mouth Marketing Association

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Gotta get goals — what are yours?

May 20, 2007

 

We’ve all read the statistics.  If you write down your goals, you are 95% more likely to achieve them.  And yet, most of us don’t write them down. And we don’t put them someplace that we can be constantly nudged about them.

Don’t start toeing the dirt.  You’re not alone.  But we can change all that!  I’ll do it if you will.

Steve Harper (Ripple On) tagged me almost a month ago (I wonder if one of my goals should be to reply to tags more promptly) to join in the Gotta Get Goals series.  And Dawud Miracle tagged me even before that.  The rules are simple.  List five goals and why you want to achieve them.

So don’t just read mine.  Do yours.  Link back here and maybe we can create a chain of goals and help/support each other as we push towards turning them into action. 

A note on my goals — being an integral, giving, strong, supportive part of my family (and extended family) and circle of friends is a given. So, I left that off the list.

Write/publish a mystery novel (have it in my head…just not in the computer)

If you read my bookshelves post, you know I love mysteries.  So much so that I have an entire bookshelf dedicated to them.  For me, they are pure escapism. I get to mentally play for a couple hours. The writer in me wants to create one.  I have the core characters and the outline of the book in my head.  I even have the first line.  Now, I just have to find/make the time to get it started.

Be the highest paying agency in my state and region (my people rock and I want to pay them like rock stars!)

Working for a marketing agency, you make decent money.  But not rock star money.  I want to provide such incredible value for our clients that we can be even more profitable…and I can share those profits with the MMG team.  For now I will try to spoil them in ways I can like closing at noon on Fridays.

Exercise 4 days a week

I want to get back into fighting shape as I approach 45. By the time I’m 50, I want to be in the best shape of my life.  Besides…exercise is great for stress-reduction and creating thinking time. Itt will also set a good example for my daughter, so she will begin to build exercise into her daily routine long before she needs to do it.

Write/teach other men how to be great dads to their kids (focus on daughters)

I have no idea how this will manifest itself but I have such a calling to do this.  I love being a dad and seem to have an aptitude for it.  I also believe that having an involved, active dad is every child’s right.  The research proves how much a dad can influence his kids’ lives, attitudes and self-esteem.  I want to make this happen for lots of other kids.

Write a book on the MMG philosophy of branding

This is book #2.  It is all in my head and comes out of my mouth in meetings, blog posts, articles and presentations every day.   We believe it is our mission at MMG to help companies discover their brand so they can create love affairs with their clients.  Writing this book would extend our reach tremendously.  Gotta get this one done!

Personify my personal mantra – Gratitude, Grace, Give

I know the challenge was five goals. But I don’t ever want this one to be far from the surface or my line of sight.  If I don’t do this – the other goals don’t seem to matter as much.

Come on…show me yours.

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So how good are you when you have no budget?

May 19, 2007

I need you to put on your thinking cap with me.

Sure, it’s sexy to work on a project for Coke, Best Buy or NBC.  But let’s be honest, that gets old. 

I have something even sweeter on my desk and I’ve decided to let you in on the project.  (I know…give, give, give!)

And don’t think I’m not going to share the wealth. I’m doing this pro bono, so I can promise you that you’re going to make just as much as I do!

What is this once in a lifetime project?  Wait for it…

We’re going to create a marketing plan for a middle school!  No, not one of those swank private schools.  This is your run of the mill public middle school.  With 30 year old auditorium seats.  Having sat in them many a time, I can assure you — this is a need, not a want.

Let me give you the facts and then I would love to let you contribute some brilliant ideas to add to the plan.

The campaign:  Not a Bad Seat in the House (they love the pun of it!)
The goal: "Sell" 400 seats at $200 each.  Each buyer will get a plaque they can personalize that will go on the seat itself.
The budget:  Come on, it’s the public school system.  We can print some fliers or simple one color brochures and they would probably spring for some postage.
The work force:  A few teachers, the principal and a handful of parents, including moi — who somehow became in charge of this little project.

Oh yeah…and school is out the first week in June.  So our most immediate access to the most likely buyer is 2 weeks and counting.

So come on you brilliant marketers — toss some great ideas my way.  Let’s build the plan together so  there’s "not a bad seat in the house!"  (It sings, doesn’t it?)

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My Shelves: A Look at My Books

May 19, 2007

Todd And recently posted a beautiful picture of his bookshelves and then "pulled" a few books off the shelf to share with his readers.  Then, he tagged a few of us to follow suit.  I’m willing to do so…but first I want to issue this disclaimer.

What you are about to see will frighten small children, may scar you for life and will tell you way more about me than you probably want to know.  Proceed with caution. 

If you come to our house, you’re going to quickly catch on to a couple things.

• I love books.

• I’m a little anal.

So put on your seat belt and let’s tour Drew’s bookshelves.  And yes, the books are shelved based on my own dewey decimal system! 

Bookshelf #1 — The marketing, branding and business books

Some of my favorites on this shelf include my personal business troika.  If I never read another author — I will always make time for Beckwith, Calloway and Farber. They are timeless, fresh and inspiring.

Selling the Invisible by Harry Beckwith

All of Harry Beckwith’s books should be on your must own list.  In Selling the Invisible, Beckwith summarizes key points about selling services learned from experience with his own advertising and marketing firm and when he worked with Fortune 500 companies. he doesn’t write — he tells stories to make his on target marketing messages come to life. 

Maverick by Ricardo Semler

This book captured my imagination as a business owner.  First published in Brazil in 1988 as Turning the Tables , this book was the all-time best-selling nonfiction book in Brazil’s history. Semler, the 34-year-old CEO, or "counselor," of Semco, a Brazilian manufacturing firm, describes how he turned his successful company into a "natural business" in which employees hire and evaluate their bosses, dress however they want, participate in major decisions, and share in 22 percent of the profits.

Indispensable by Joe Calloway

Indispensable goes straight to the heart of the issue and reveals how successful companies-of any size, in virtually any manufacturing, selling, or service endeavor-achieve market leadership through The Five Drivers of fierce customer loyalty. Indispensable shows readers how to:
    * Create and sustain momentum: overcome organizational inertia and keep moving forward
    * Develop habitual dependability: make consistency of performance a defining characteristic
    * Connect continuously
    * See the Big Picture Outcome: create compelling customer experiences
    * Engage, Enchant, Enthrall: make magic in the marketplace

Radical Leap by Steve Farber

This book gave me permission to lead my company, employees and clients the way I knew in my heart was right.  Using words like passion and love in the workplace may seem foreign or too soft — but it is really what it’s all about.  This book is about business, leadership, energy, audacity and love.

Bookshelf #2 — My passions (with a couple exceptions)

This bookshelf is a blend of whimsy, finance books, poetry, sports, and of course, a few poker books. But here are some of my heart’s favorites.

The Artful Dodger by  Tommy Lasorda

Tommy Lasorda has been called Baseball’s ambassador.  He let the Dodgers to many moments of glory. He bleeds Dodger blue and if you know me well, you know that I do too. This is Tommy’s story, his way.

The Mickey Mouse Watch by Robert Heide & John Gilman

Pretty much everyone knows that I am a student of Walt Disney and love most things Disney.  But what you may not know is that I only wear collectible Mickey Mouse watches.  This book is a very good primer into the world of Disney watches.

Selections from Leaves of Grass by Walt Whitman

I must admit, this is as much a sentimental favorite as anything else. This edition was printed in 1961 and my grandfather, who inspired my love of reading, gave it to me when I was young.  Inside, he wrote: "All that mankind has done, thought, gained or been: it is lying as in magic preservation in the pages of books."  Thomas Carlyle.

I think my grandfather would have loved the richness of blogs.

Bookshelf #3 — My ultimate passion — being a dad

This built-in bookshelf is filled with books about being a dad of a daughter and my collection of dad/daughter figurines.  (Its companion on the other side of the fireplace is filled with our DVDs but that’s another post!)

Odd Girl Out by Rachel Simmons

I had no idea girls  were so cruel to each other. This book scared the heck out of me, but it also was such an eye-opener.  I feel much better prepared for the teen years.

The author, who visited 30 schools and talked to 300 girls, catalogues c hilling and heartbreaking acts of aggression, including the silent treatment, note-passing, glaring, gossiping, ganging up, fashion police, and being nice in private/mean in public. She decodes the vocabulary of these sneak attacks, explaining, for example, three ways to parse the meaning of "I’m fat."

Lotions, Potions and Slime Mudpies by Nancy Blakey

This book is filled with recipes for laughter-filled afternoons.  Whether you are growing a mighty mold  garden or making your own silly slime — this book is packed with memories in the making.

What a Difference a Daddy Makes by Dr. Kevin Leman

There are many very wise moments in this book.  Leman talks about using every day as an imprintable opportunity and that every "big" talk is really a series of daily conversations that should start when your daughter is a toddler and continue on forever.  The stats and stories remind the reader just how critical it is to be an engaged dad.

Bookshelf #4 — Collectible books (by my definition) and the audio collection

This built-in bookshelf in the guest room protects my "books I will never, ever get rid of." Some are by authors that I consider almost sacred. Others are books that were my dad’s when he was a kid and yet others are some of my daughter’s favorites that have a special meaning for me. It’s also where the audio books are kept.  We’ve become quite the lending library of books on CD.

Early Autumn by Robert B. Parker

If I could only read one mystery author, Parker would be it.  he not only writes excellent mysteries but his books are also filled with human insight and struggles. I have a hardback of every book he has ever written.  He’s best known for creating the character, Spenser. (who was later the star of the TV series, Spenser for Hire).  Early Autumn is one of my favorites.

Minnie ‘n Me: The Perfect Bow by Lyn Calder (A Golden Super Shape Book)

I cannot begin to guess how many times I read this book out loud.  It tells the story of Minnie Mouse bringing her dog FiFi to school for show and tell day.  It also tells the story of a dad who read to his daughter every night for much of her early childhood, hoping to instill a love of stories and books.

Harry Potter & The Goblet of Fire (CD series) by JK Rowling

This is my favorite of the Harry Potter series so far.  But what makes it absolutely remarkable is the voice work of Jim Dale.  I listen to a lot of audio books. Bar none, this is the most amazing performance I have ever heard.  By the way, this series is not just for kids.  But you owe it to yourself to hear Dale’s work.

Bookshelf #5 — Books on creativity and writing

This over burdened, not so fancy, put it together myself bookshelf is buckling under the weight of books on writing better, creativity and selling your writing.  It sits in my red walled office!

Woe is I by Patricia O’Conner

Unlike a lot of books about language, this one is light, witty and actually fun to read.  It really should be right next to everyone’s copy of The Elements of Style.

The Weekend Novelist by Robert J. Ray

The title pretty much sums it up. Ray, a former teacher, walks you step-by-step through the process of going from blank page to finished novel in 52 weeks.  He uses the same program to create his own mysteries series, featuring sleuth Matt Murdock.

The Artist’s Way at Work by Mark Bryan

This entire series is excellent for shaking the cobwebs out of your creativity.  This particular book focuses on the workplace and how to infuse it with adventure, innovation, creativity and satisfaction.  It’s a great blend of reading and working through exercises to help you sharpen the saw.

Bookshelf #6 — Books next to be read/books to be read again

This master bedroom bookshelf (and some floor space next to it) is where I stack the "next to be reads" and the books that are either sentimental or so remarkable that I want to re-read them.

Monkeywrench by PJ Tracy

This is the first book in a mystery series that I find very addictive.  It’s set in my home state of Minnesota and features some techno geek software writers as well as some flawed but very likable cops.  An interesting fact — PJ Tracy is actually a mother/daughter team who write the mysteries together.

The Journey of Desire by John Eldredge

This book smashes the myth that we desire too much.  But according to the author, our most important mission is to bring our heart along in our life’s journey.  This book gives you the courage to step out and chase your truest desires and deepest passi ons with God by your side.

Still Life with Woodpecker by Tom Robbins

I can’t begin to explain a Tom Robbins novel.  They are filled with satirical complexities that you sort of need to experience.  From the back of the book — Still Life With Woodpecker is sort of a love story that takes place inside a pack of Camel cigarettes. It reveals the purpose of the moon, explains the differences between criminals and outlaws, and paints a portrait of contemporary society that includes powerful Arabs, exiled royalty and pregnant cheerleaders.  It’s a wild ride, but it will have you thinking all along the way.

The Gift of the Magi by O. Henry

This classic tells the story of a young couple, rich in love but poor in pennies. For Christmas, they both sacrifice a beloved possession to buy the other a gift. Not only is it a story about gratitude and giving (which are two of the three words in my personal mission statement) but it is also masterfully written.  Each sentence is a work of art. Top it all off with the fact that it was a very sentimental gift…and you can see why its on the list.

Whew….well, if anyone is still actually reading this — we’ve come to the end.  You’ve now discovered that I am a book addict and that my need for order has forced many a bookshelf into this home.  I’d strongly encourage you to try a book or two on the list.  And as you might imagine, I’m happy to talk books any day!

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Helping college grads get a job – FREE e-book

May 18, 2007

About 6 weeks ago, I asked my readers to take pity on all the college students who were about to start their first real job hunt.  I suggested that the greatest graduation gift we could collectively offer was tough lessons learned, insights and practical tips.  "Let’s give them a fighting chance," I said.

Boy, did they bring it on!

50 pages of sage advice. All  for grads. All for free.  Get it while the getting’s good!  You have two download options.  With and without photos.  (In neither case is this going to win any design awards.  Let’s remember that I am a writer.)

3+ mg e-book with photos  Download collegegradsadvice.pdf

Tiny little 300K text only e-book Download collegegradsnophoto.pdf

Please take a minute to say thanks to the many professionals who took the time to offer a word of encouragement, a war story or an idea.  Without them, this would have been a very short book!

As always, I’m honored by their generosity. 

I apologize in advance if there are any errors. Also, if someone posted their answer on their own blog — I tried to catch them all, but if I missed you, I’m very sorry.  And without further ado — the wisdom collective:

Aaron Potts
Andy Brudtkuhl
Andy Nulman
Andy Wibbels
Ann Handley
Ann Michael
Anne Simons
Becky Carroll
Bob Glaza
C.B. Whittemore
Carolyn Manning
Chris Cree
Christine Brown
CK
Darren Barefoot
David Reich
Delaney Kirk
Derek Tutschulte
Designer Mike
Doug Karr
Doug Mitchell
Drew McLellan
Joan Schramm
Kevin Hillstrom
Lewis Green
Liz Strauss
Mario Sundar
Mark Goren
Mark True
Mary Schmidt
Nick Rice
Patrick Schaber
Paul McEnany
Phil Gerbyshak
Roberta Rosenberg
Roger von Oech
Rosa Say
Seth Godin
Sharon Sarmiento
Stephanie Weaver
Steve Miller
Steve Sisler
Terry Starbucker
Toby Bloomberg
Tony D. Clark
Valeria Maltoni

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SOBCon: The lessons

May 17, 2007

Like many of the other attendees and speakers, I feel a certain compunction to capture the essence of SOBCon before it fades.  So, in a nutshell, here’s  what I learned or had confirmed:

• You can’t fake who you are when you put yourself out there, online, every day.  There was not one person I met who surprised me.  You were all exactly as I expected.
• Bloggers are huggers.  Even business bloggers.
• No matter how great the speakers are — people are hungry to learn from and interact with each other.
• We truly are living in, as CK calls it, the share economy.  The generosity was boundless.
• There’s no substitute for sharing a laugh with friends in person.

Nothing profound or new.  However, that makes it none the less valuable.

The flickr photo is courtesy of Phil Gerbyshak and shows that lucky devil Phil getting a hug from Ann Michael.

To continue the theme of giving…here’s a little link love to you all.

SOBcon2007 Chicago Attendees: Sandra Renshaw Brad Shorr Timothy Johnson Tammy Lenski Muhammad Saleem Lorelle VanFossen David Dalka – Mobile Search Marketing Todd And John Yedinak Joe Hauckes Tim Draayer Jeremy Geelan Carolyn Manning Sheila Scarborough Steve Farber Dawud Miracle Doug Mitchell Jeff O’Hara Dave Schoof Jamy Shiels Adam Steen Hannah Steen Chris Thilk Barry Zweibel Eric Bingen Ellen Moore Cord Silverstein Jean-Patrick Smith James Walton Sharan Tash Vernon Lun Tony Lee Scott Desgrosseilliers Mark Murrell Kammie Kobyleski Easton Ellsworth Mark Goodyear Ann Michael Kent Blumberg Ashley Cecil Robert Hruzek Sabu N G Lisa Gates Franke James Chris Brown Troy Worman Karen Putz Jesse Petersen Terry Mapes Andy Brudtkuhl Lucia Mancuso Peter Flaschner Derrick Sorles Mike Rohde Thomas Clifford Rajesh Srivastava Claire Celsi Jason Alba Cristiana Passinato Sean R. Alex Shalman Cristiana Passinato Brad Spirrison Ari Garber Dr. Rob Wolcott Cheryll Cruz Sharon Scherer Jonathan Phillips Jason Wade Jill Pullen Doug Bulleit Wendy Kinney Chelsea Vincent Ayush Agarwal Paul Mangalik Premchand Kallan Xochi Kaplan Michael Snell Ella Wilson

SOBcon2007 Chicago Speakers: Andy Sernovitz Phil Gerbyshak Liz Strauss David Armano Mike Sansone Drew McLellan Mike Wagner Terry Starbucker Rodney Rumford Ben Yoskovitz Chris Cree Robyn Tippins Diego Orjuela Vernon Lun Wendy Piersall

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