When you think about marketing, chances are pretty good that cartoons and talking animals arent the first thing to pop into your mind. Youre probably processing numbers, identifying markets, and looking for ways to cut costs.Maybe its time to get your nose off the grindstone and have a little fun. Why? Creativity plays an important role in marketing, and sometimes we need to take the time to get our creative juices flowing.Dont believe it? Take a close look at Disney. Now thats a perfect sample of creativity and marketing going hand-in-hand! Walt Disney a dreamer who put magic into his marketing. Creativity can take on several different personas1. The ExplorerThe explorer seeks out bits of interesting and new information like a sponge. Curiosity keeps him hunting for the unknown and ready to plunge into brand new experiences.2. The DreamerA wild imagination is the best friend of a true dreamer. Nothing is impossible in the world of imagination. 3. The ArtistAn artist is able to take a variety of bits and pieces, mix them all together and come up with a collage that entrances the mind.Before you set this article aside and get back into the daily grind, lets think of what all of this could mean to your marketing campaign.Creativity may1. Add pizzas to your flyers2. Spark a brand new idea for a product/service to market3. Bring to light a brand new way to market your current product/service4. Give color to your ads5. Expose a new way to beat out the competitionHey, any one of those are great boosters for a marketing campaign. The trouble is that sometimes we feel that everyone is creative, but were just an unimaginative lump of clay destined to plod through life.Not so! Everyone has an imagination. Sometimes it just needs to be oiled up a little bit to get it loosened up. How long has it been since you put your imagination to work?You can give your creativity a leg up by1. Watching a sunrise or sunset2. Organizing a party3. Smelling a flowerHah! You thought Id have some extravagant exercises all laid out for you, didnt you? Relax, theres no secret key to being successfully creative. Creativity comes in all sizes, shapes and colors. Theres no right or wrong way to be creative.The biggest hurdle most people face is the Im just not creative cop out. Sure theyre creative. In fact, if I asked, they could create quite a long list of the reasons they arent creative.Research has shown that this biggest difference between creative and non-creative people is that creative people believe they are creative and noncreative people dont believe they are creative. Its as simple as that.Every marketer gets stale after a while, if they dont find refreshing and new ideas to incorporate into their work. If your marketing has lost its pizzazz or seem to be in the dumps, simply take a little time to stimulate your creativity and just see what happens.
Most marketing firms do a lot of direct marketing. One might even suggest it's traditionally the bread and butter of a marketing firm's income. However, in order to properly manage a direct marketing campaign your firm will need to have adequate direct marketing support services, including lettershop services. These support elements will do the grunt work in your direct marketing campaign.Direct marketing support services many involve such things as printing, mailings database management, and campaign management. While lettershop services handle issues tied to the distribution of your direct marketing campaign. This includes many mundane tasks such as labeling, presorting, folding, tracking and so on. However, as mundane as these tasks may be they are critical to the completion of a successful direct marketing campaign.In most direct marketing campaigns, "direct marketing support services" , and lettershop services are handled by an outside vendor. As with the selection of any outside vendor, we suggest you do your research. But there's a problem with this. Obviously, competitive marketing firms may be loathing giving you any information about the companies they use for direct marketing support services, and lettershop services. But we have found a way around that one, and it may sound silly but it actually works.Call your congressman.Stop laughing. We are serious.Why, you may ask, we are not trying to get a bill passed? We are just looking for some good vendors for direct marketing support services and lettershop services, how could our congressmen help with that? Well, it is quite simple, political candidate do a lot of direct mailings, and they usually use local companies. Also, you are a small business in your congressman's district; he will have a reason to help you.Okay, so now you have found a good company to handing your direct marketing support services and lettershop services. Are there any other pitfalls? Of course there are. As with many other outside vendors, those dealing with direct marketing support services and lettershop services make money on volume. Meaning that quality control, though a priority, may not be their top priority. So you need to be especially carefully that all printed material, databases and instructions are given both verbally and in writing.In our experience, if you have never worked with the vendor, we suggest you do this in person. Although thanks to digital printing a lot may be done via phone, FTP and email, we still feel that these initial contacts should be done in person. And do not give this job to a new hire or an intern. That is just asking for trouble. This needs to be done by someone who has been at your firm for at least a year. Someone who can think on his or her feet.Another important thing about vendors who offer direct marketing supports services and lettershop services is that they see direct marketing campaigns every day. They have a sense of what works and what does not. If they question some aspect of your campaign, listen to them. They probably know what they are talking about. And, as you and vendor build trust; you may find them giving you pointers that they only share with valued customers. We might add that the referral from you congressman, might also help grease the early client vendor relations. And you thought that was a crazy suggestion, right?
1. What's the deal?Customers want to know what they are getting into before they open up their wallet. One of the best ways to upset them is to give them unexpected fees at the last minute. Make the deal plain and simple... no unexpected and unpleasant surprises.2. How do I benefit?Let's face it... customer really don't give a hoot about who you are, your hard earned credentials or your company history. They want to know "what this product will do for me?" Spend your time wisely; emphasize the benefits the consumer will enjoy... and you've got a sale!3. How soon?Our economy has come to expect immediate gratification. The quicker your customer has the purchase in his hands, the happier he is. Invest in quicker service, for higher sales volume and increased customer satisfaction.4. Can I return it?Hey, there's always risk in a purchase. What if it's not what the box made it look like? The knowledge that it can be returned soothes the customers fear of making a poor investment. Money back guarantees go a long way toward banishing the last minute purchase jitters.5. Should I trust you?The best way to turn away a potential customer is to offer a "to good to be true" deal. No one trusts exaggerations or even claims that sound like exaggerations. Do you have a deal that really is too good to be true? Be careful how you word it. Remember that a customer who discovers his product is even better than promised is an extremely satisfied customer.6. Am I making the right choice?Emotions and logic work together to create the right balance for the buyer. Usually the purchase is based on emotion. It's later that the customer looks for the logic to justify the purchase. Be sure to include logic in your advertisments so the customer will feel that his purchase was justified.7. How do I pay for it?You probably remember standing in line at a place of business, while the customer 9 people ahead of you tried every method of payment under the sun. Everyone was shifting from foot to foot impatiently, and some even laid their products down and walked out empty handed.Hey, it happens in the virtual world too. Consumers wait and wait for a page to download... they become frustrated and with one click of the mouse... you've lost a sale. Make sure purchasing is an easy and painfree experience for your customers. If it's too complicated and lengthy, they'll just forget it... and you can kiss your profit goodbye.
I just bought a product after being on a list for over two years. I hadn't spent one red cent with this guy for two years, but like clockwork, his e-mails just kept coming.Day after day after day. Week after week.I finally gave in and purchased his product recently (it's in a field WAY outside marketing).Why did I stay on his list for so long? And why did I finally pony up the cashola for his product?It's because he had taught me to respond. Just like he taught everyone on his list to respond.How did he do it? Lucky for you, I'm a sharing guy.Here are three things he did to build a responsive list...1. He Built Rapport With His Readers2. He Created Excitement And Anticipation3. He Expanded His Line Of ProductsLet's look briefly at each one1. He Built Rapport With His ReadersThe guy told stories. He made it personal. Over the two years, I got to know him through his emails. And here's the clincher...I look forward to getting his emails! Even though I get hundreds a day, I read his first.That's powerful. If you can get your readers to look forward to getting your stuff, you can tap into that monee tree like a faucet.So, build rapport with your readers by making your stuff personal.2. He Created Excitement And AnticipationIt never failed. He told me all the time..."Hey, watch out for what I've got planned next Wednesday."or..."During the last week of this month, I'm gonna do something really special for you. Watch your e-mail."He got his list excited about things he had planned. I caught myself always wishing the day would hurry up and get here so he'd uncover his surprise for me.My buddy Jeff Walker does this brilliantly. If you're not on his list at...http://www.sixinseven.com... you should be. Read the e-mails you get from Jeff. You'll know EXACTLY what I'm talking about here.When you build YOUR lists, try to excite and ignite them by making 'em look foward to your stuff.3. He Expanded His Line Of ProductsOne thing that always made me envious about this guy is how fast he created products for his list. The dude was like a machine!It seemed like he was coming out with something every couple of weeks for us to buy.Now, this is important, so listen up here...If you want to teach your list to RESPOND, you have to give them something to respond to over and over.Read that last sentence again.Give your list something to buy (either your products or affiliate products). Give them something to do (fill out surveys, tell you what they want, tell you where to stuff your latest product).Then, do it over and over. Train your list to RESPOND.Last ThoughtsBuilding lists is great. But, if you build a dead list, you're just wasting your time.You have to build RESPONSIVE lists. You want people to WANT to buy your stuff. You want them to look forward to buying your stuff.I have a friend who makes more moolah with his list of under 1,000 than other knuckleheads make with lists of 100,000.I'm serious.A responsive list can support your entire business.
Many of the images you see everyday in magazines, direct mail materials, and commercials are filled with digital stock photographs. Stock photographs are those taken by professional photographers and then distributed to users for a fee.Digital photos are taken with digital cameras and can be easily modified and edited with the appropriate software. These photos are used by advertisers who know that a good picture can translate into product sales. No one knows just why human beings respond so well to pictures, but the effects have been proven.If you use digital stock photos to sell your product or idea, you will find that your message will be strongly reinforced by the visual method of presentation. Additionally, business "stock photos" create a professional image for your business, which helps you make a sale even before you start to talk to a potential buyer. Digital stock photos can help you convey your unique characteristics and ideals as well.We all know that a picture is worth a thousand words, and this is especially true for businesses that use digital stock photos. Taking out space in a yellow-pages book or using a business card does not provide much information. You need to make a big impact in a small space with these methods. Using stock images in your ads will help you make that impact by representing your business visually and letting consumers know about you with just a quick look.Using digital stock photos to advertise your services or products guarantees that your customers get a real sense of what they can expect from your business. Using these kinds of photos is also a good way to advertise a special event because there is nothing that can influence the imagination of human beings like a great photograph.If youd like to create your own photos, you should look for a digital photography class to help you learn the basics. Youll need to learn about digital cameras and photo editing software. Luckily, you can find a lot of information online about these products. You can also consult with your local retailers for recommendations.If you are shopping for a digital camera, make sure you get a model that does everything you want to do. Look for a camera that provides great photos and easy docking options that let you download your priceless photos to a printer or computer with the greatest efficiency.