We received this in our inbox yesterday and thought, "Hey, our new marketing campaign!" What do you think - will it work for us? Hello, I’m an experienced and passionate writer whose articles or contents have appeared on top…
Darcy Lefebvre, RP Copywriting
Need to see a return on your marketing and adverting dollars right away? Use some (or all!) of the following marketing strategies to help you generate sale in the short term! It is also very important to invest in a long term strategy as well, using a good balance of both is the key to seeing great results!
Marketing Strategy #1 – Have a communications plan.
There’s no bigger asset than your past customers or clients. By creating opportunities to stay connected with them through emails, newsletters and inviting them to “follow” you, you’ll generate word-of-mouth opportunities and make it easier for people to share your information and refer your business. (Download our Comprehensive DIY Guide to Online Marketing to try this on your own!)
Marketing Strategy #2 – Go old school and start networking
Darcy Lefebvre, RP Copywriting
Is the traffic to your website stalled? Is your website’s ranking in search engine result pages dropping faster than the snow level on Comox Glacier? Maybe it’s time to fine-tune your website’s content and start playing to the search engines.
SEO fundamentals and why knowing them helps improve SEO
Search Engine Optimization is the science behind improving the organic ranking of your website or page on a Search Engine Results Page (SERP) when someone performs a search phrase relevant to your business. Search engines use complex algorithms to determine your ranking, but essentially the engines determine your website’s ranking based on how popular it is and how relevant it is to the search phrase.
Popularity is mostly based on how many people have created inbound links to your content and how credible those links and websites are. Relevance is based on the quality of your website’s content and how well you’ve tailored your content for best possible SEO.
5 Tips to improve your SEO
This article, by RP Copywriting’s Darcy Lefebvre, is featured on SmallBusinessBC.ca. The options for do-it-yourself (DIY) online marketing can be overwhelming with the constantly changing world of social media marketing, email marketing, search engine optimization (SEO), article marketing, blogging and more.…
What's your marketing and communications plan for 2016? (Hint: if you don't have one yet, you really need to read this . . . ) We've got two ways to ensure you kick off the new year with an effective, comprehensive strategy…
Ryan Parton, president, RP Copywriting
If you’re going to execute a direct mail campaign, give your customers some credit.
Before Christmas, I received an addressed direct mail piece from the auto dealership from which I’d purchased my vehicle several years prior. It made me shake my head with disappointment.
The letter appeared to be a printed version of an internal email from the dealership manager to a salesperson. In it, the manager told the salesperson (“Chad”) that he had a buyer for my specific model of vehicle and that the salesperson should therefore contact me to offer great trade-in value plus some other incentives.
Toward the bottom of the “email,” the manager suggested Chad simply print out the email and mail it to me. The direct mail piece purported to be that printout, with a handwritten sticky note from Chad himself asking me to call him.
We had some pretty good ideas in 2015, and we shared many of them with you. OK, we're a bit biased. But seriously, based on your feedback and the results we've generated for clients, we think we offered up some…
Darcy Lefebvre, RP Copywriting
Surrounded with ever-evolving online communication tools and technology, direct mail seems to have been left in the dust. That being said, there’s still room for direct mail in most small business marketing plans – if it’s done right!
The benefits of direct mail
The most obvious advantage of direct mail is that your message physically gets directed to a real person. Your brand is in their hands! People are much more likely to open and read a letter that comes to their mailbox than peruse an email in their inbox.
Direct mail also gives you an excuse to check back with a potential client so that those “cold calls” aren’t quite so chilly. Other benefits include being able to easily measure your campaign’s rate of success and target your market quite specifically.
Try Canada Post’s Precision Targeter to select demographics, property types and specific delivery areas.
How to create a direct mail campaign that works
People often compliment me on my writing. Sure, it’s mostly my wife and my mother-in-law, but still. The point is, great writing – however loosely you define that term – doesn’t flow from the keystrokes of enlightened scribes like so many lavender-scented rainbows from the backsides of flying unicorns.
Unlike unicorns, great writing isn’t magical; it’s actually quite ugly to watch. It’s type, delete, type type, delete, type, smash fist into keyboard, delete, type, sigh, go for more coffee. You can, however, ensure your writing is the best it can possibly be by following these six steps:
- Research – You can’t write what you don’t know. Before writing a single letter, find out as much as you can about your subject. Typically, the research phase makes up the majority of time our team spends on a copywriting project.
Writing for direct mail isn’t the same as blogging, or writing the great Canadian novel. Direct mail has a specific purpose – usually convincing the reader to hand over his or her hard-earned cash for your product or service – and there are proven techniques for making it work.
It would be impossible to explain all the intricacies of writing a winning direct mail piece, but here are a few tips to help steer you in the right direction:
- Begin your writing on the envelope. A brief “teaser” on the envelope can go a long way toward persuading the reader to open it. Because remember, zero per cent of all mailings that don’t get opened result in sales.
- Write about the reader, not about your company or product. Sure, you do have to mention what it is you’re selling at some point, but do it in a way that emphasizes benefits rather thanfeatures. For example, you’re not selling a shoe with an air-cushion sole; you’re selling relief from aching feet.
- Offer something for free. “Order now and get my free report!” “Let’s meet for coffee – on us!” “Call now for a free trial!”
- Include a postscript (P.S.) where you re-state your offer. Studies have shown that when people read letters, they read the salutation first and the postscript second. So state your main benefit, your call to action and, if possible, some sort of guarantee.
To learn more about how you can use direct mail to turbo-charge your marketing, or if you’d like help with any of your marketing materials, click here to request a free consultation.
By the way, if you found this useful or interesting (or both), you may also want to read “How to Boost Your Profits With Direct Mail.”