theWHIR - Web Hosting Marketing Articles

Are Cliches Killing Your Copy?

Mon, 22 Jun 2009 13:52:53 -0400

Did you see a recent TV commercial for Sizzler? The chef stands behind some great-looking steaks and tells us that they're all "grilled to perfection." In my opinion, the advertising copywriter who wrote that spot stopped thinking and went on autopilot. You see, "grilled to perfection" is a cliché we've heard a thousand times and it should never have found a way into the commercial. The copywriter was paid to come up with something fresh, not a banal retread. Or what about the other food-related cliché that's recycled in just about every other food ad: " It's a delicate blend of herbs and spices." (How come it's never a delicate blend of spices and herbs?)

How to Choose Between an Envelope and Self-Mailer Format

Mon, 22 Jun 2009 13:51:11 -0400

If you're going to sell your product through the mail, there are a number of important decisions you'll have to make. First, you'll want to decide on the list(s) you're going to use. If you've done your homework and built a clean house list, you're already one step ahead of the game. If you haven't, you'll have to get in touch with a list broker you can trust. You'll also have to create a compelling offer that will induce prospects to respond in droves. Only after you resolve these basic issues should you start thinking about what physical form your mailing should take. One of the things you'll have to decide is whether to use a self-mailer package or an envelope package.

How to Reach C-level Executives With Direct Mail

Mon, 22 Jun 2009 13:47:47 -0400

It isn't easy reaching C-level. I'm talking about getting your direct mail letter through to senior executives in a corporations, the ones with the letter "C" for "Chief," in their titles. Here are just a few of the more common C-level titles . . .CEO - Chief Executive Officer; COO - Chief Operating Officer; CFO - Chief Financial Officer; CMO - Chief Marketing Officer; CIT - Chief of Information Technology; and CTO - Chief Technology Officer. C-level executives, of course, are the decision-makers you want to reach if you're selling major systems or services. They're the folks with the power to make big purchase decisions or instruct the appropriate person in the organization to "check out" what you've got to offer.

What's A Direct Mail Good Response Rate?

Mon, 22 Jun 2009 13:42:21 -0400

When you talk to new clients about writing an email or letter for them, they often say something like this: "What kind of response rate do you think we might get? 1%? 3%? All we need is a ballpark guess. And don't worry. We won't hold you to it." You certainly can’t blame them for asking. They're spending their money, not just on the copywriter, but on the cost of list rental, production, postage, etc. I’ll bet you wish you could give them a number, but you can't. You see, there are so many variables involved, guesstimates just aren't very helpful. Let me list just three of the many important factors that affect response rates and I think you'll understand my reluctance to whip out my crystal ball and make predictions!

Top On-line B2B marketing tips

Fri, 12 Jun 2009 00:42:59 -0400

Is it easy for decision-makers to track you? In a recent survey, when around 4,000 B2B buyers / decision makers were questioned, as to how they chose their new vendors, 80% said they found the vendor.

Recession Proof Tips for Growing Your Business and Sales Fast

Tue, 09 Jun 2009 17:18:14 -0400

As most people wait for the sky to fall and listen to the doom and gloom that is in the news we just had our best week in the past year, and I have several of my friends whose businesses are actually up despite this crazy economy. I won’t kid you the past year has been tough, I have faced my fair share of challenges. I refuse to participate in this recession, how about you? I hope you decide not to participate in it either. Here are 10 tips that can help you take your business to the next level, and help you recession proof your income. Connect with me and let me know what you think.

Social Bookmarking Primer

Fri, 05 Jun 2009 12:51:28 -0400

Social media is the Internet's version of viral messaging and marketing. Social media can be used to disseminate news or information, as well as to attract attention. There is a wide variety of social media channels and networks available.

How To Write A Letter That Gets You A Face-to-Face Meeting

Wed, 29 Apr 2009 11:11:36 -0400

It's a simple fact. The best way to sell anything is face-to-face. When you're literally in the room with a prospect, you can probe for areas of customer interest, read body-language, sell with emotion and personality, answer objections, and most importantly, close the sale. In the old days, the Fuller Brush man, the Avon Lady, and other intrepid souls would make the rounds and work their magic in person, right in the prospect's living room. Obviously, today, marketers can't afford to have a sales force contact every single prospect personally. So we use direct mail, e-mail, advertising, etc., as proxies for a flesh and blood sales force. We must depend, as Grey Advertising put it, on "salesmanship in print." This means that lead generation is the name of the game. We use irresistible free offers to get people to raise their hands and only then put precious human assets in touch with them (telemarketers, regional salespeople, etc.).

How To Create An Effective Self-Mailer

Wed, 29 Apr 2009 11:08:56 -0400

The two functions of an envelope are first to protect the contents stuffed inside, and second, to get opened. Teaser-copy and tricks of all kinds are used to make sure that the prospect tears the envelope opened. With a self-mailer, you don't face that problem. A self-mailer is any mailing that is completely self-contained and doesn't require an envelope. A postcard is a self-mailer. So is a catalog. In fact, there are hundreds of kinds of self-mailing pieces or formats you can use. Obviously, self-mailers eliminate the "get the envelope opened problem." No wonder they're getting a second look from concerned mailers. But self-mailers have other important things going for them. Let's take a look at this a little more closely.

8 Ways to Generate More Leads

Wed, 29 Apr 2009 11:07:12 -0400

In the old days (a few years ago), you could mail an envelope package or an email to a well-selected list and expect to get a fair number of orders. Today the rules have changed and, for a bunch of reasons, marketers have had to adopt a two-step selling model: Step #1: We use direct mail, email, and advertising to generate leads. Step #2: We use telemarketing, direct mail, etc., to convert the leads into sales. You know what I mean.