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Hub You - Direct Marketing isn't all Brute Force
Resistance has to do with putting up blocks that prevent us from doing, being, or accomplishing what we want for our business. There are many reasons for feeling resistance including fear of new things or change, fear of failure or success or even fear of not being perfect.When we resist things, sometimes we miss out on opportunities – opportunities to work with new people, attract new customers, or even pursue a new product or service idea which could catapult us to new l
Where can you add these personal touches? Where can you reach people on an emotional level? Just about anywhere in the text. In headlines, subheads, body text or links.
(By the way, don’t start writing captions for all the images on your site. In a print brochure people generally look at the photos first, and then read the captions second. Not so online. Visitors to web sites look at the text first. They want to know if your site will give them what they are looking for.)
You’ll be most successful with this personal approach if you use a light touch. Put
Your blog, whether you’re a big or small business or a freelancer is an extremely essential attention-grabbing marketing tool. If you make your blog interesting, many of your potential customers will come back to your blog to read about issues that they are concerned or interested about. Let’s assume you’ve already got a blog going for your business, let’s talk a little bit more about updating your blog and making it interesting. Here are a couple of things you can do to bring you
It’s tempting to think the only thing that matters with direct marketing copy is to get the tried and tested elements in place.
If that were the case, you would be able to buy DM copywriting software.
You would just enter a few lines of information about your product - price, offer and audience - and the software would draw on a database of thousands of previous, proven DM letters and ads. Press Enter and you would have near-perfect copy delivered to your screen in the blink of an eye.
Sounds cool, eh?
The trouble is, the ‘metrics’ approach to direct response writing – whether written by you or a machine - limits your potential considerably.
One major attribute of every good direct response piece is how it touches its audience at a personal level. Great DM speaks to us as individuals. It touches our hopes, fears and ambitions. It makes us feel, it makes us ‘want’.
And by that, I’m not talking about the ‘smack-em-in-mouth’ approach. As in, “If your life isn’t insured, your children could end up on the streets”. Or, “Get out of debt in 30 minutes”. I don’t think our industry is served well by manipulating the fears of decent people. Or over-promising in any way.
>> An example of DM copy that touches the reader
A long time ago I was given the job of beating a control brochure that was selling a book on the subject of US forces in Vietnam.
I changed nothing except the captions under the photos.
I remember one photo that showed an American ‘Tunnel Rat’ about to enter one of the Viet Cong’s tunnel systems. A scary job, to say the least. The existing caption said something like, “At the entrance of a tunnel system”.
There are two things wrong with this caption. First, it is redundant, telling you nothing the photo itself doesn’t already communicate. Second, it fails to ‘touch’ the reader in any way.
It’s a long time ago, but my rewrite was something like this, “Tunnel Rat tenses before plunging into the darkness”.
What I wrote was probably much better than that. I spent a lot of time on that brochure. But hopefully you get the point. What I did was use words that said something the photo alone didn’t express. I also put the reader in the mind of the soldier. To some small degree. I simply wrote in a way that engaged the reader’s emotions.
Good DM writing does that all the time.
And yes, the new brochure beat control.
>> How this applies to the Web
When it comes to touching your reader on a personal level, the web offers more opportunity and potential than any other mass medium. Online, people respond immediately and positively to any sense that a web site has a personal voice. People love that someone is ‘there’.
Where can you add these personal touches? Where can you reach people on an emotional level? Just about anywhere in the text. In headlines, subheads, body text or links.
(By the way, don’t start writing captions for all the images on your site. In a print brochure people generally look at the photos first, and then read the captions second. Not so online. Visitors to web sites look at the text first. They want to know if your site will give them what they are looking for.)
You’ll be most successful with this personal approach if you use a light touch. Put t
Obtaining grants does not depend on any one factor; it is a combination of availability, hard work and originality, which might be responsible for receiving such government grants.Government grants in terms of financial aids are made available to individuals mostly for educational support, artistic development, and various other types of scientific or research work. Government grants are usually free as you need not pay back the money, but likewise the availability of the g
One major attribute of every good direct response piece is how it touches its audience at a personal level. Great DM speaks to us as individuals. It touches our hopes, fears and ambitions. It makes us feel, it makes us ‘want’.
And by that, I’m not talking about the ‘smack-em-in-mouth’ approach. As in, “If your life isn’t insured, your children could end up on the streets”. Or, “Get out of debt in 30 minutes”. I don’t think our industry is served well by manipulating the fears of decent people. Or over-promising in any way.
>> An example of DM copy that touches the reader
A long time ago I was given the job of beating a control brochure that was selling a book on the subject of US forces in Vietnam.
I changed nothing except the captions under the photos.
I remember one photo that showed an American ‘Tunnel Rat’ about to enter one of the Viet Cong’s tunnel systems. A scary job, to say the least. The existing caption said something like, “At the entrance of a tunnel system”.
There are two things wrong with this caption. First, it is redundant, telling you nothing the photo itself doesn’t already communicate. Second, it fails to ‘touch’ the reader in any way.
It’s a long time ago, but my rewrite was something like this, “Tunnel Rat tenses before plunging into the darkness”.
What I wrote was probably much better than that. I spent a lot of time on that brochure. But hopefully you get the point. What I did was use words that said something the photo alone didn’t express. I also put the reader in the mind of the soldier. To some small degree. I simply wrote in a way that engaged the reader’s emotions.
Good DM writing does that all the time.
And yes, the new brochure beat control.
>> How this applies to the Web
When it comes to touching your reader on a personal level, the web offers more opportunity and potential than any other mass medium. Online, people respond immediately and positively to any sense that a web site has a personal voice. People love that someone is ‘there’.
Where can you add these personal touches? Where can you reach people on an emotional level? Just about anywhere in the text. In headlines, subheads, body text or links.
(By the way, don’t start writing captions for all the images on your site. In a print brochure people generally look at the photos first, and then read the captions second. Not so online. Visitors to web sites look at the text first. They want to know if your site will give them what they are looking for.)
You’ll be most successful with this personal approach if you use a light touch. Put
Your domain identifies your business in the eyes of the people searching for the product or products you are selling on your website and in the eyes of the search engines. So, is choosing a domain important? The answer is yes. I hope to enlighten you to some important elements to creating and owning a domain name.What Is A Domain NameWhat is a Domain Name? Your website has a unique address called an IP address. The domain name--in essence, is the IP address with a
A long time ago I was given the job of beating a control brochure that was selling a book on the subject of US forces in Vietnam.
I changed nothing except the captions under the photos.
I remember one photo that showed an American ‘Tunnel Rat’ about to enter one of the Viet Cong’s tunnel systems. A scary job, to say the least. The existing caption said something like, “At the entrance of a tunnel system”.
There are two things wrong with this caption. First, it is redundant, telling you nothing the photo itself doesn’t already communicate. Second, it fails to ‘touch’ the reader in any way.
It’s a long time ago, but my rewrite was something like this, “Tunnel Rat tenses before plunging into the darkness”.
What I wrote was probably much better than that. I spent a lot of time on that brochure. But hopefully you get the point. What I did was use words that said something the photo alone didn’t express. I also put the reader in the mind of the soldier. To some small degree. I simply wrote in a way that engaged the reader’s emotions.
Good DM writing does that all the time.
And yes, the new brochure beat control.
>> How this applies to the Web
When it comes to touching your reader on a personal level, the web offers more opportunity and potential than any other mass medium. Online, people respond immediately and positively to any sense that a web site has a personal voice. People love that someone is ‘there’.
Where can you add these personal touches? Where can you reach people on an emotional level? Just about anywhere in the text. In headlines, subheads, body text or links.
(By the way, don’t start writing captions for all the images on your site. In a print brochure people generally look at the photos first, and then read the captions second. Not so online. Visitors to web sites look at the text first. They want to know if your site will give them what they are looking for.)
You’ll be most successful with this personal approach if you use a light touch. Put
You get what you pay for does not just apply to shopping. You are paying a price, whether you know it or not, at work and you are getting exactly what you pay for.Step 5 – If in step 4 you were unable to identify any way for you to express your authentic self, determine what the payoff is for working in this job. When we continue to do the same thing over and over - in this case going to work at the same job day after day - and we resist making a change, it is partia
What I wrote was probably much better than that. I spent a lot of time on that brochure. But hopefully you get the point. What I did was use words that said something the photo alone didn’t express. I also put the reader in the mind of the soldier. To some small degree. I simply wrote in a way that engaged the reader’s emotions.
Good DM writing does that all the time.
And yes, the new brochure beat control.
>> How this applies to the Web
When it comes to touching your reader on a personal level, the web offers more opportunity and potential than any other mass medium. Online, people respond immediately and positively to any sense that a web site has a personal voice. People love that someone is ‘there’.
Where can you add these personal touches? Where can you reach people on an emotional level? Just about anywhere in the text. In headlines, subheads, body text or links.
(By the way, don’t start writing captions for all the images on your site. In a print brochure people generally look at the photos first, and then read the captions second. Not so online. Visitors to web sites look at the text first. They want to know if your site will give them what they are looking for.)
You’ll be most successful with this personal approach if you use a light touch. Put
No manufacturing or merchandising company can survive today without the marketing efforts. These marketing efforts need to be directed properly towards the target market. If the time and money are used as well as the effort is done in the wrong direction and not towards the target market, the whole marketing campaign can fail. Keeping this in mind targeted email marketing efforts become very important. Many of the companies are using this technique today to ensure more web traffic
Where can you add these personal touches? Where can you reach people on an emotional level? Just about anywhere in the text. In headlines, subheads, body text or links.
(By the way, don’t start writing captions for all the images on your site. In a print brochure people generally look at the photos first, and then read the captions second. Not so online. Visitors to web sites look at the text first. They want to know if your site will give them what they are looking for.)
You’ll be most successful with this personal approach if you use a light touch. Put the verbal hammer and exclamation points away. There’s no need to shout. Just make sure the text sounds like it was written by a living, breathing, feeling human being. Don't just state the facts...write in a way that touches the reader's emotions. Help them feel it, not just read it.
Things really begin to fly when you combine the proven principles of direct marketing with the personal potential of the web.
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