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Direct Marketing - How to Sell a Pitch
6:18 PM |The story is aflame in your brain and you know it will be the next big hit. You're ready to sell your movie script, television script, documentary, comic book or video game to the producer. You do this by selling your pitch. The pitch details what your idea is and the story that it will tell. The pitch explains why it is a good time to produce this story, what makes it unique and what the demand for the story is. It should introduce the characters, the setting, the genre and the plot.
1
Research your audience. Customize your pitch so that it appeals to the needs and style of the person who will be receiving the pitch. Pitch only those ideas that the person produces. Don't pitch a situation comedy to a producer who does only nature documentaries.
2
Create a hook. Grab the producer right away, and don't hide the gems in the middle or bottom of the pitch. Give the producer the good stuff right away. Give away the ending if you need to so long as you grab the producer's attention immediately. Write a great title for your pitch that will spark and keep interest.
3
Pack your pitch with strong verbs and vivid language. Let your voice shine through so that the pitch evangelizes for your writing abilities. Write the pitch in the same style as the work that you are trying to sell. Instill the pitch with a comic tone if the story is a comedy; make it suspenseful if the story is a thriller. Put your best writing into the pitch.
4
Instill a sense of urgency into the pitch. Convince the producer that now is the time for your story to be told. Explain how it relates to a particular trend or consumer demand. Support your story with data about why it will sell and what will make it successful.
5
Communicate what is important. Hit quickly upon the major ideas and describe the story arc. Don't clutter your pitch with too many extraneous details. Describe your story arc, what makes it unique and what is most important for the producers to know.
6
Overcome objections. Anticipate the objections that might be made to the story, and address them in a positive fashion during the pitch. Differentiate your story from the many others that are out there while still explaining why it would be a commercially successful venture.
7
Ask for the sale. Close your pitch by asking the producer to produce your work.
Read more…
1
Research your audience. Customize your pitch so that it appeals to the needs and style of the person who will be receiving the pitch. Pitch only those ideas that the person produces. Don't pitch a situation comedy to a producer who does only nature documentaries.
2
Create a hook. Grab the producer right away, and don't hide the gems in the middle or bottom of the pitch. Give the producer the good stuff right away. Give away the ending if you need to so long as you grab the producer's attention immediately. Write a great title for your pitch that will spark and keep interest.
3
Pack your pitch with strong verbs and vivid language. Let your voice shine through so that the pitch evangelizes for your writing abilities. Write the pitch in the same style as the work that you are trying to sell. Instill the pitch with a comic tone if the story is a comedy; make it suspenseful if the story is a thriller. Put your best writing into the pitch.
4
Instill a sense of urgency into the pitch. Convince the producer that now is the time for your story to be told. Explain how it relates to a particular trend or consumer demand. Support your story with data about why it will sell and what will make it successful.
5
Communicate what is important. Hit quickly upon the major ideas and describe the story arc. Don't clutter your pitch with too many extraneous details. Describe your story arc, what makes it unique and what is most important for the producers to know.
6
Overcome objections. Anticipate the objections that might be made to the story, and address them in a positive fashion during the pitch. Differentiate your story from the many others that are out there while still explaining why it would be a commercially successful venture.
7
Ask for the sale. Close your pitch by asking the producer to produce your work.
Direct Marketing - How to Add a Bleed to a PDF
3:28 PM |"Bleed" is a printing term used to indicate the area with a background image that will be trimmed off after the file is printed and cut to final size. Since the bleed area will be trimmed, there should be no text or other important information in the bleed area. Projects that make use of image bleed should extend any bleeding background and/or images 1/8-inch over the final paper trim edge. You should keep all other text and graphics at least 1/4-inch' away from the final edge that will be cut. This will make your work look professional and that no images or type will me missing in the final product. When working in portable document format (PDF) in Adobe Acrobat, you can add a bleed in just four steps.
Add a Bleed
1
Click on "File."
2
Click on "Document Settings."
3
Locate the "Bleed and Slug" options.
4
Change the bleed option on all sides of the document you wish to the bleed amount you want in decimal format. The recommended by most printing companies is ".125.'' Save your changes.
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Add a Bleed
1
Click on "File."
2
Click on "Document Settings."
3
Locate the "Bleed and Slug" options.
4
Change the bleed option on all sides of the document you wish to the bleed amount you want in decimal format. The recommended by most printing companies is ".125.'' Save your changes.
Direct Marketing - A Letter to Generate New Photography Business
3:23 PM |Word of mouth provides many photographers with a large percentage of their new customers. However, it is also important to those looking to grow their photography businesses that they find ways to reach out to those who might not otherwise have learned about their services. Sending a direct mail letter is one way for photographers to generate new business.
Include an Introduction
One key in a letter to new prospects is for the photographer to introduce his or her background, experience and market niche. For example, a wedding photographer might explain that she has been shooting weddings in a particular city for a certain number of years, and name a few of the venues in which she has shot. A portrait photographer might describe his studio's location and list schools for which he has done senior portraits.
Make an Offer
To induce the reader to take action, the photographer should include a specific offer for services. The offer can be a simple list of available packages (perhaps with a discount), a coupon or a one-time deal. The offer is intended to persuade the recipient, who has likely never heard of the photographer, to consider taking advantage of a unique opportunity. For example, a portrait photographer might offer a one-hour sitting for only $99.
Show a Portfolio
Especially when targeting those who do not have firsthand experience with the photographer, including a portfolio or sample pictures with a letter is essential. Photographers are judged primarily by the quality of their work and a portfolio can show not only how well a photographer takes pictures but also the range of that photographer's work. Additionally, a portfolio can show the subjective style of a photographer, which lets a potential customer know whether the photographer would be a suitable match.
Determine the Right Audience
As important as the content of a photographer's letter is to whom such a letter is sent. Photographers must choose a mailing list based not only on which demographics are likely to buy photography, but also what type of audience is likely to respond to the photographer's own unique style and marketing approach. A wedding photographer will likely want to find future brides and their mothers; a product photographer will be looking to reach businesses.
Read more…
Include an Introduction
One key in a letter to new prospects is for the photographer to introduce his or her background, experience and market niche. For example, a wedding photographer might explain that she has been shooting weddings in a particular city for a certain number of years, and name a few of the venues in which she has shot. A portrait photographer might describe his studio's location and list schools for which he has done senior portraits.
Make an Offer
To induce the reader to take action, the photographer should include a specific offer for services. The offer can be a simple list of available packages (perhaps with a discount), a coupon or a one-time deal. The offer is intended to persuade the recipient, who has likely never heard of the photographer, to consider taking advantage of a unique opportunity. For example, a portrait photographer might offer a one-hour sitting for only $99.
Show a Portfolio
Especially when targeting those who do not have firsthand experience with the photographer, including a portfolio or sample pictures with a letter is essential. Photographers are judged primarily by the quality of their work and a portfolio can show not only how well a photographer takes pictures but also the range of that photographer's work. Additionally, a portfolio can show the subjective style of a photographer, which lets a potential customer know whether the photographer would be a suitable match.
Determine the Right Audience
As important as the content of a photographer's letter is to whom such a letter is sent. Photographers must choose a mailing list based not only on which demographics are likely to buy photography, but also what type of audience is likely to respond to the photographer's own unique style and marketing approach. A wedding photographer will likely want to find future brides and their mothers; a product photographer will be looking to reach businesses.
Direct Marketing - How to Create Printable Business Flyers for Free
3:13 PM |Create your own business flyer with the help of a template, available from sources such as Microsoft or Hewlett Packard. Choose from a wide variety of flyer templates to get started. Most readily available templates are compatible with Microsoft Word. Your completed flyer can be printed on your own printer, sent electronically to a print shop or office supply store for printing or submitted online to a professional printing company.
1
Download a template that best suits your flyer needs. Click on the image of the template you have selected, and click "Download" to begin customizing your flyer. Templates are available for all business needs, including marketing, grand opening announcements, business news, product reviews, special events and sales. The text and graphics can be changed on all templates. Make your selection based on the background designs and layouts you prefer.
2
Edit the text boxes of the flyer. Double-click inside the text box to edit the text. Write your own dialogue to customize the flyer for your specific needs or announcement. In some templates, you can also change the position of the text boxes by dragging them. Delete any text boxes you won't be using. Insert your business name, phone number and contact information.
3
Insert your company logo or graphics. You can insert pictures or files in an existing graphics box on the template. Ensure that the margins of the document are set so the entire flyer will print on the paper size you selected. Save your completed flyer to your computer or a jump drive.
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1
Download a template that best suits your flyer needs. Click on the image of the template you have selected, and click "Download" to begin customizing your flyer. Templates are available for all business needs, including marketing, grand opening announcements, business news, product reviews, special events and sales. The text and graphics can be changed on all templates. Make your selection based on the background designs and layouts you prefer.
2
Edit the text boxes of the flyer. Double-click inside the text box to edit the text. Write your own dialogue to customize the flyer for your specific needs or announcement. In some templates, you can also change the position of the text boxes by dragging them. Delete any text boxes you won't be using. Insert your business name, phone number and contact information.
3
Insert your company logo or graphics. You can insert pictures or files in an existing graphics box on the template. Ensure that the margins of the document are set so the entire flyer will print on the paper size you selected. Save your completed flyer to your computer or a jump drive.
Direct Marketing - How to Title My Flyer
3:08 PM |A flyer is a promotional leaflet that is distributed by stores or individuals to promote their products or services. The flyer might be introducing a new product, announcing an upcoming event or a gig for a local band. Titling a flyer should be done in two steps: First, create an appropriate, eye-catching and memorable title; secondly, add the title to the flyer document by using a word processing or desktop publishing program.
Creating the Title
1
Create a title for your flyer that's attractive and eye-catching. Flyers should grab a people's attention and encourage them to pick one up and buy into the promotion or advertisement. Think up a title by using words like "save", "discount" and "bargain" for store promotions and try to implement words such as "free", "best" and "discover" for gigs or promotions.
2
Create a title that isn't too cryptic or conceptual. If your title does not tell the reader what the flyer is offering they might throw it away before reading or ignore the flyer altogether. A flyer for an herbal store called "Drink Away Your Illness" will not catch a person's eye as much as one titled "Save $10 on Green Tea In-store Today!"
3
Name the flyer something memorable. Short and catchy words are much better than long complicated ones -- remember that people might misplace their flyer or tell a friend about it without the flyer to hand. Alliteration should help make a title more memorable, for example: "Sixty Dollar Store Savings this Sunday".
Adding the Title to Your Flyer Document
4
Add the title to your flyer document by using a word processing or desktop publishing program. Both types of program allow users to insert information, using the insert text tool. Insert the title at the top of the flyer document because this is where most people will look first when they pick up the flyer.
5
Make the text big, bold and colorful. Do this on your desktop publishing or word processing program by using the font's format function. Use contrasting colors against the background (for example, black and yellow or red and white) and make the title bold and italicized if necessary. Also use a typeface that displays the title clearly and is easy on the eyes -- a sans-serif font like Arial is a great choice.
6
Insert the name of your band, organization or business directly underneath the title so that the public will relate the event with your brand, name or image. Do this by using the desktop publishing or word processing program's insert text function.
Read more…
Creating the Title
1
Create a title for your flyer that's attractive and eye-catching. Flyers should grab a people's attention and encourage them to pick one up and buy into the promotion or advertisement. Think up a title by using words like "save", "discount" and "bargain" for store promotions and try to implement words such as "free", "best" and "discover" for gigs or promotions.
2
Create a title that isn't too cryptic or conceptual. If your title does not tell the reader what the flyer is offering they might throw it away before reading or ignore the flyer altogether. A flyer for an herbal store called "Drink Away Your Illness" will not catch a person's eye as much as one titled "Save $10 on Green Tea In-store Today!"
3
Name the flyer something memorable. Short and catchy words are much better than long complicated ones -- remember that people might misplace their flyer or tell a friend about it without the flyer to hand. Alliteration should help make a title more memorable, for example: "Sixty Dollar Store Savings this Sunday".
Adding the Title to Your Flyer Document
4
Add the title to your flyer document by using a word processing or desktop publishing program. Both types of program allow users to insert information, using the insert text tool. Insert the title at the top of the flyer document because this is where most people will look first when they pick up the flyer.
5
Make the text big, bold and colorful. Do this on your desktop publishing or word processing program by using the font's format function. Use contrasting colors against the background (for example, black and yellow or red and white) and make the title bold and italicized if necessary. Also use a typeface that displays the title clearly and is easy on the eyes -- a sans-serif font like Arial is a great choice.
6
Insert the name of your band, organization or business directly underneath the title so that the public will relate the event with your brand, name or image. Do this by using the desktop publishing or word processing program's insert text function.
Direct Marketing - Infomercial Ideas
3:00 PM |Infomercials are the longest television advertisements utilizing many of the same elements as a television talk show. They use repetition, a call to action and overcoming resistance to sell products. The format for most of these video presentations are the same. They present the potential customer with a production setting that is similar to the home and talk to present and past customers who tell of their pleasant experiences. These video presentations are some of the most successful video advertisements available to marketers.
The Home as a Set
One of the leading formats of infomercials uses a typical home as a set. These are ideal for selling household goods and services. By using the home as a set, it makes the customer feel as if she has entered a house and is observing the product in action. This setting makes customers drop their guard and let ideas in. It is a powerful tool for breaking down resistance.
The Classroom or Auditorium as a Set
In this setting you use a lecturn and an environment similar to a classroom to talk to potential customers. This set idea is designed to give the infomercial a level of authority. This is ideal for products that require faith or expertise. Technical products, electronics or abstract products are best sold in these environments. Books, motivational products and self-help kits do well with this format.
Demonstrating the Product
Of all infomercial ideas, this is probably the most frequently used format. Demonstrating the product should gain the favor of potential customers. The weakness of this format is that many potential customers will believe you use camera tricks. This format is ideal for selling knives, new gadgets and other items that are the result of a "breakthrough" or unique manufacturing.
Creating a Fantasyland
Selling the customer on a dream requires creating a "fantasyland." The best way to sell a wealth-building product is to show the customer a successful person in a mansion who has been jetting around the country and living a rich and lavish life. All of these items can be rentals but the image must be complete. You sell success best by looking successful yourself.
Read more…
The Home as a Set
One of the leading formats of infomercials uses a typical home as a set. These are ideal for selling household goods and services. By using the home as a set, it makes the customer feel as if she has entered a house and is observing the product in action. This setting makes customers drop their guard and let ideas in. It is a powerful tool for breaking down resistance.
The Classroom or Auditorium as a Set
In this setting you use a lecturn and an environment similar to a classroom to talk to potential customers. This set idea is designed to give the infomercial a level of authority. This is ideal for products that require faith or expertise. Technical products, electronics or abstract products are best sold in these environments. Books, motivational products and self-help kits do well with this format.
Demonstrating the Product
Of all infomercial ideas, this is probably the most frequently used format. Demonstrating the product should gain the favor of potential customers. The weakness of this format is that many potential customers will believe you use camera tricks. This format is ideal for selling knives, new gadgets and other items that are the result of a "breakthrough" or unique manufacturing.
Creating a Fantasyland
Selling the customer on a dream requires creating a "fantasyland." The best way to sell a wealth-building product is to show the customer a successful person in a mansion who has been jetting around the country and living a rich and lavish life. All of these items can be rentals but the image must be complete. You sell success best by looking successful yourself.
Direct Marketing - Brochure Topic Ideas
2:56 PM |A brochure is an effective communications tool. It can be used to draw attention to a special event, a new product or describe the services your organization provides. The design can be simple enough to create, design and print internally -- or elaborate with fancy die cuts and tear-off coupons. Assess products and services that warrant additional communications activities and come up with a topic to guide the design and writing.
Services
Develop a brochure that gives clients and customers an overview of business services. This helps new customers understand what types of services you provide. A service-oriented brochure is instrumental for businesses offering different specialized skills, such as dentists, chiropractors, insurance agents, lawyers, real estate agents and salon operators. For example, a salon operator may use the brochure to describe the wide options a client has -- from haircuts to coloring and permanents to hair weaves.
Take Home Pricing Brochure
Instead of a flat sheet price list, create a brochure to make a convenient communications piece for customers and clients. The folded design is more inviting for customers to pick up a copy to keep for reference, and share. That can help turn prospects into new customers. Segment your pricing by using the columns of the brochure to feature pricing by categories. For example, a restaurant could use one column for breakfast the middle column for lunch and the far right column for dinner. Use the cover to feature a picture of your business, your physical address, telephone and website. Use the back columns to include favorable reviews, coupons and a handy map with driving directions.
Green Efforts
Customers are interested in what businesses are doing to support environmental efforts. A brochure is a great medium to give an overview. For example, if your store recycles waste such as plastics, glass and paper -- describe what you are doing. If you encourage employees to carpool, run the math and write about how many gallons of gasoline your employees save each year. If you offer savings for customers who bring their own shopping bags for groceries and merchandise -- create a brochure and talk it up.
Charitable Work and Volunteer Opportunities
A business can create a brochure to generate awareness about the local and national charities it supports. Use the brochure to publicize the amount both the cash you give to charity and the human capital you contribute in terms of the time employees give to charitable organizations. If your organization is a nonprofit group, create a brochure to describe volunteer opportunities. Display the brochures in reception areas and consider taking on a direct mail campaign to increase awareness on ways members of the community can help.
Read more…
Services
Develop a brochure that gives clients and customers an overview of business services. This helps new customers understand what types of services you provide. A service-oriented brochure is instrumental for businesses offering different specialized skills, such as dentists, chiropractors, insurance agents, lawyers, real estate agents and salon operators. For example, a salon operator may use the brochure to describe the wide options a client has -- from haircuts to coloring and permanents to hair weaves.
Take Home Pricing Brochure
Instead of a flat sheet price list, create a brochure to make a convenient communications piece for customers and clients. The folded design is more inviting for customers to pick up a copy to keep for reference, and share. That can help turn prospects into new customers. Segment your pricing by using the columns of the brochure to feature pricing by categories. For example, a restaurant could use one column for breakfast the middle column for lunch and the far right column for dinner. Use the cover to feature a picture of your business, your physical address, telephone and website. Use the back columns to include favorable reviews, coupons and a handy map with driving directions.
Green Efforts
Customers are interested in what businesses are doing to support environmental efforts. A brochure is a great medium to give an overview. For example, if your store recycles waste such as plastics, glass and paper -- describe what you are doing. If you encourage employees to carpool, run the math and write about how many gallons of gasoline your employees save each year. If you offer savings for customers who bring their own shopping bags for groceries and merchandise -- create a brochure and talk it up.
Charitable Work and Volunteer Opportunities
A business can create a brochure to generate awareness about the local and national charities it supports. Use the brochure to publicize the amount both the cash you give to charity and the human capital you contribute in terms of the time employees give to charitable organizations. If your organization is a nonprofit group, create a brochure to describe volunteer opportunities. Display the brochures in reception areas and consider taking on a direct mail campaign to increase awareness on ways members of the community can help.
Direct Marketing - How to Write a Business Letter for Selling Products
2:49 PM |Direct marketing is the process of working directly with customers to convince them to purchase your products, rather than relying on retail stores to promote your products for you. Television, radio and Internet advertising all play an important role in direct marketing; however, the sales letter is still a valuable tool for selling products. Several strategies can help you craft sales letters that build interest in, and increase the sales of, your products.
1
Address your reader by name. A sales letter that addresses the recipient by name is more likely to be read than a letter addressing the reader as "business owner," "home owner" or "consumer." Customizing a salutation for each letter is more time consuming than using a generic greeting; however, it can increase response and sales.
2
Write an opening paragraph introducing yourself and your business, and tell the recipient how he will benefit from reading your letter completely. Keep your first paragraph short -- the first paragraph should be a maximum of three sentences long.
3
Explain the benefits of your product in two or three paragraphs. Each paragraph should focus on a major benefit of your product, and illustrate how that benefit can apply to your reader. For example, if you are selling lawn fertilizer, your paragraphs could tell the reader how your product will make her lawn greener, reduce weeds and prevent unsightly bare spots.
4
Close the sales letter with a specific call to action, such as, "Call today to schedule delivery," or "Visit our website today to order." A call to action directs your reader to take the next step toward owning your product, which can help prevent them from setting your letter aside.
5
Provide an incentive for your reader to act, such as a discount or bonus. Add a line such as "P.S. -- Call today and mention code XYZ, and we'll take 20 percent off your order, " or "Enter promotional code ABC on our website and receive a free garden tool tote valued at $30 with your order." Incentives can compel your readers to act before they forget about your letter and product.
6
Set the letter aside for at least 24 hours, then review the content for spelling, grammar and brevity. Taking a fresh look at your letter can help you spot mistakes, unnecessary language and confusing sentences.
Read more…
1
Address your reader by name. A sales letter that addresses the recipient by name is more likely to be read than a letter addressing the reader as "business owner," "home owner" or "consumer." Customizing a salutation for each letter is more time consuming than using a generic greeting; however, it can increase response and sales.
2
Write an opening paragraph introducing yourself and your business, and tell the recipient how he will benefit from reading your letter completely. Keep your first paragraph short -- the first paragraph should be a maximum of three sentences long.
3
Explain the benefits of your product in two or three paragraphs. Each paragraph should focus on a major benefit of your product, and illustrate how that benefit can apply to your reader. For example, if you are selling lawn fertilizer, your paragraphs could tell the reader how your product will make her lawn greener, reduce weeds and prevent unsightly bare spots.
4
Close the sales letter with a specific call to action, such as, "Call today to schedule delivery," or "Visit our website today to order." A call to action directs your reader to take the next step toward owning your product, which can help prevent them from setting your letter aside.
5
Provide an incentive for your reader to act, such as a discount or bonus. Add a line such as "P.S. -- Call today and mention code XYZ, and we'll take 20 percent off your order, " or "Enter promotional code ABC on our website and receive a free garden tool tote valued at $30 with your order." Incentives can compel your readers to act before they forget about your letter and product.
6
Set the letter aside for at least 24 hours, then review the content for spelling, grammar and brevity. Taking a fresh look at your letter can help you spot mistakes, unnecessary language and confusing sentences.
Direct Marketing - How to Calculate the Cost to Raise a Dollar
2:44 PM |When an organization or an individual throws a fundraising event or runs a charity campaign, it tends to look only at the amount of money the efforts produced. If you run a long-term fundraising campaign or a nonprofit organization, few things are more destructive to your finances than this line of thinking. What fundraisers everywhere need to consider is how much money it cost to raise a single dollar during the event or campaign. Many costs, both overt and hidden, go into throwing a fundraiser. By assessing how much it costs to raise a dollar during an event or campaign, fundraisers can assess how effective their efforts are and save money in the future.
1
Tally the direct costs of your fundraiser or fundraising efforts. Direct costs include anything you buy to throw an event or aid fundraising efforts, including rental space, food, drinks and invitations.
2
Tally up the indirect costs of your fundraising effort. Indirect costs include employee salaries or anything used to compensate fundraiser workers for their time. Work out roughly how many hours employees spent planning, organizing and working on a fundraising effort. Calculate the hourly salary they made and multiply it by the number of hours they worked. Add each employee's net pay together to reach the total amount of money you paid employees for their efforts.
3
Add your direct cost and your indirect costs together. This is the net cost of your fundraiser.
4
Subtract the money you made at a fundraiser or through a fundraising effort from the net cost of your fundraiser. This is the net revenue you made from the event.
5
Divide the net cost of the event by the net revenue. The number you get is how much money it cost to raise a single dollar with your fundraising event or efforts.
Read more…
1
Tally the direct costs of your fundraiser or fundraising efforts. Direct costs include anything you buy to throw an event or aid fundraising efforts, including rental space, food, drinks and invitations.
2
Tally up the indirect costs of your fundraising effort. Indirect costs include employee salaries or anything used to compensate fundraiser workers for their time. Work out roughly how many hours employees spent planning, organizing and working on a fundraising effort. Calculate the hourly salary they made and multiply it by the number of hours they worked. Add each employee's net pay together to reach the total amount of money you paid employees for their efforts.
3
Add your direct cost and your indirect costs together. This is the net cost of your fundraiser.
4
Subtract the money you made at a fundraiser or through a fundraising effort from the net cost of your fundraiser. This is the net revenue you made from the event.
5
Divide the net cost of the event by the net revenue. The number you get is how much money it cost to raise a single dollar with your fundraising event or efforts.
Direct Marketing - How to Tell When a Consumer Is Maximizing His or Her Utility
2:38 PM |The idea of "utility" in the context of customers in a store is abstract. "Utility" represents any benefit or satisfaction a customer gets by using a product or a service. The more of the product or service a customer uses, the larger his utility is. Economics operates on the idea that customers naturally seek to satisfy their wants by maximizing utility. Here is and explanation of "utility" terms and concepts and how to help someone find what he wants and need in order to maximize his utility, or satisfaction, with a good or service.
Understanding and applying the concept of "utility"
1
Utility represents the power of a good to satisfy the consumers' "wants". The more of a good or service the consumer uses, the greater his utility. Consumers do this naturally. There is also another factor: "marginal utility". Total utility adds up continually as the consumer uses the product or service. Nevertheless, "marginal utility" starts high and decreases as the product or service is used. Maximizing utility is the consumers balance of these two ideas.
2
"Marginal utility" is the extra utility a consumer gains from using more of the product or service. Imagine eating an ice cream cone. The first bite is amazing. The consumer gets a lot of utility out of that bite. The second bite is also amazing. The consumer gets slightly less additional utility form that bite, having already started to satisfy his want for ice cream. By the last bite, the consumer is usually almost completely satisfied his want for ice cream and he gets the least amount of additional utility by taking the last bite.
3
The consumer needs to know what goods and services are available to him in order to maximize his utility, especially if the consumer is undecided on what he needs. Help the customer by showing him all the different products or services currently offered.
4
If the customer indicates interest in a specific one, jump to it, even if the conversation was in the middle of explaining a different product. Once the consumer knows what type of product or service he is interested in, lead him to that product or service. Follow the consumer toward what he is interested in because this is the consumer illustrating what good or service will best maximize his utility.
5
Finally, if there are alternative products, explain to the customer the benefits and disadvantages of different products. This will aid in his decision regarding a product of service and allow the consumer to get the most out of the product or service he chooses to go with. By following the customers interests and expressed needs or wants, it will be clear through the course of the conversation that the customer is indeed satisfying wants and thus maximizing utility.
Read more…
Understanding and applying the concept of "utility"
1
Utility represents the power of a good to satisfy the consumers' "wants". The more of a good or service the consumer uses, the greater his utility. Consumers do this naturally. There is also another factor: "marginal utility". Total utility adds up continually as the consumer uses the product or service. Nevertheless, "marginal utility" starts high and decreases as the product or service is used. Maximizing utility is the consumers balance of these two ideas.
2
"Marginal utility" is the extra utility a consumer gains from using more of the product or service. Imagine eating an ice cream cone. The first bite is amazing. The consumer gets a lot of utility out of that bite. The second bite is also amazing. The consumer gets slightly less additional utility form that bite, having already started to satisfy his want for ice cream. By the last bite, the consumer is usually almost completely satisfied his want for ice cream and he gets the least amount of additional utility by taking the last bite.
3
The consumer needs to know what goods and services are available to him in order to maximize his utility, especially if the consumer is undecided on what he needs. Help the customer by showing him all the different products or services currently offered.
4
If the customer indicates interest in a specific one, jump to it, even if the conversation was in the middle of explaining a different product. Once the consumer knows what type of product or service he is interested in, lead him to that product or service. Follow the consumer toward what he is interested in because this is the consumer illustrating what good or service will best maximize his utility.
5
Finally, if there are alternative products, explain to the customer the benefits and disadvantages of different products. This will aid in his decision regarding a product of service and allow the consumer to get the most out of the product or service he chooses to go with. By following the customers interests and expressed needs or wants, it will be clear through the course of the conversation that the customer is indeed satisfying wants and thus maximizing utility.
Direct Marketing - How to Get a Fast Response on a Sales Email
2:33 PM |One of the worst responses a sales email can generate in a potential buyer is, "I'll have to get back to this later." Slow response often turns into no response. Creating clear, punchy sales emails that give a simple call to action can generate faster responses and higher sales. People procrastinate when they face effort or lack clarity, so make your email easy to read and process. Define a simple, concrete response.
1
Before you launch your email campaign, analyze your audience and your offer. Consumers won't respond if your offer is not relevant. Review your email target list. Build your offer based on what you know your target audience is interested in.
2
Edit your copy. Cut long words. Then cut extra words. Pick words with one syllable when you can. Short words and sentences pack more punch. They're quick to read and memorable. "Cut long words" makes the point better than "Eliminate unnecessarily long words to keep your prospect's attention and heighten the effectiveness of your letter."
3
Cut the email as short as possible. Your target length will depend on the purpose and content of your email, but try to cut down the length of your first draft by ten percent or more. Work hard to make the whole email fit in a fairly small window. If the reader sees he'll have to scroll, your email is much more likely to end up in the "deal with this later" queue.
4
Highlight a few key strengths. Most prospects won't care about detailed technical specs. Find the features that have a quick, direct advantage to your reader. Highlight the benefit more than the feature. The point is the prospect, not your product.
5
Clarify a single, simple action point. Do the work for your prospect. If you ask her to call you, provide the phone number. If you ask her to reply, state the specific question you want answered or the information you need. State your desired response briefly at the beginning to prime the reader's expectations and close with a quick reminder of the concrete next step. Add urgency by pointing out how much benefit the prospect will forfeit by delaying a response. Add a reward for immediate response.
Read more…
1
Before you launch your email campaign, analyze your audience and your offer. Consumers won't respond if your offer is not relevant. Review your email target list. Build your offer based on what you know your target audience is interested in.
2
Edit your copy. Cut long words. Then cut extra words. Pick words with one syllable when you can. Short words and sentences pack more punch. They're quick to read and memorable. "Cut long words" makes the point better than "Eliminate unnecessarily long words to keep your prospect's attention and heighten the effectiveness of your letter."
3
Cut the email as short as possible. Your target length will depend on the purpose and content of your email, but try to cut down the length of your first draft by ten percent or more. Work hard to make the whole email fit in a fairly small window. If the reader sees he'll have to scroll, your email is much more likely to end up in the "deal with this later" queue.
4
Highlight a few key strengths. Most prospects won't care about detailed technical specs. Find the features that have a quick, direct advantage to your reader. Highlight the benefit more than the feature. The point is the prospect, not your product.
5
Clarify a single, simple action point. Do the work for your prospect. If you ask her to call you, provide the phone number. If you ask her to reply, state the specific question you want answered or the information you need. State your desired response briefly at the beginning to prime the reader's expectations and close with a quick reminder of the concrete next step. Add urgency by pointing out how much benefit the prospect will forfeit by delaying a response. Add a reward for immediate response.
Direct Marketing - How to Write a Program Description for Stakeholders
2:28 PM |A program description serves many purposes for businesses and organizations. It provides a concise overview of the most important aspects of the program for any interested party. Any program may have several differing program descriptions specialized for different audiences. A program description written specifically for stakeholders can act as a direct marketing and outreach tool.
Research
1
Review public records, search the internet and interview key people to investigate prior investments and commitments of each stakeholder. This will give you a clear idea of the types of projects that interest them and what information they'll likely be seeking.
2
Develop an understanding of the investment capacity of the stakeholders. Use this information to set a tone for the description. For example, you may need to stick to purely practical program components and avoid flowery language for conservative stakeholders.
3
Research any existing previous program descriptions given to current and past stakeholders. Use this information to develop the Program Changes and Prior Evaluation Sections further described below. Programs in the first operating year benefit from reviewing program descriptions from similar programs in this area and in other areas. Examples from other programs provide insight into appropriate verbiage and formatting.
Document Sections
4
Begin the document with a Program Origin Statement. Describe the problem that the program addresses. Identify key founders, partners and stakeholders.
5
Give a brief overview of the program. Describe the primary intent and activities, but avoid going into extensive detail about the program's components. Stakeholders are not usually interested in the daily minutiae of day-to-day operations.
6
Devote the next section to any program changes. Overview significant changes and provide the reasoning behind making them. Keep stakeholders abreast of program alterations via the program description.
7
List the program's goals and objectives. Use a section to expound on how the program's activities work to meet the goals and objectives of the program. Provide the stakeholders with an illustrative idea of how the program functions.
8
Lay out significant findings from any evaluations of the program in another section. Report any successes of the program in this section. Follow any failures with proposed solutions for better results in the upcoming operations. Stakeholders support effective programs that solve problems in an efficient manner.
9
End the program description with a brief summary of the items reviewed. Note here what stakeholders can expect in the future. Be careful of repetitive statements, but clarify that the program description is over without abruptness.
Read more…
Research
1
Review public records, search the internet and interview key people to investigate prior investments and commitments of each stakeholder. This will give you a clear idea of the types of projects that interest them and what information they'll likely be seeking.
2
Develop an understanding of the investment capacity of the stakeholders. Use this information to set a tone for the description. For example, you may need to stick to purely practical program components and avoid flowery language for conservative stakeholders.
3
Research any existing previous program descriptions given to current and past stakeholders. Use this information to develop the Program Changes and Prior Evaluation Sections further described below. Programs in the first operating year benefit from reviewing program descriptions from similar programs in this area and in other areas. Examples from other programs provide insight into appropriate verbiage and formatting.
Document Sections
4
Begin the document with a Program Origin Statement. Describe the problem that the program addresses. Identify key founders, partners and stakeholders.
5
Give a brief overview of the program. Describe the primary intent and activities, but avoid going into extensive detail about the program's components. Stakeholders are not usually interested in the daily minutiae of day-to-day operations.
6
Devote the next section to any program changes. Overview significant changes and provide the reasoning behind making them. Keep stakeholders abreast of program alterations via the program description.
7
List the program's goals and objectives. Use a section to expound on how the program's activities work to meet the goals and objectives of the program. Provide the stakeholders with an illustrative idea of how the program functions.
8
Lay out significant findings from any evaluations of the program in another section. Report any successes of the program in this section. Follow any failures with proposed solutions for better results in the upcoming operations. Stakeholders support effective programs that solve problems in an efficient manner.
9
End the program description with a brief summary of the items reviewed. Note here what stakeholders can expect in the future. Be careful of repetitive statements, but clarify that the program description is over without abruptness.
Direct Marketing - What Kind of Response Rate Can I Expect with Postcard Marketing?
2:23 PM |With the growth of social media marketing strategies such as Facebook and Twitter, it's tempting for marketing companies to forget about how powerful direct marketing tactics can be. Direct marketing is done through the mail in an attempt to establish a personal foundation or connection with your customer. Some of the most common ways direct marketers can reach customers are through packages, fliers and postcards. According to the Direct Marketing Association, overall direct mail response rates are usually between 1 and 3 percent.
Effectiveness of Direct Mail
Direct mail may not be as talked about today as social media marketing, but business owners still rate direct mailings to be one of the most effective forms of communication. In a 2010 survey conducted by Internet and integrated marketing information source Marketing Sherpa, 79 percent of business owners found direct mail to be a "very effective" or "somewhat effective" medium for reaching their customer base. Many businesses have begun to use direct mail as a means to connect their customers to other forms of media -- drawing attention to their website, email or social media websites.
Postcard Marketing
Coupons and special offers are what have really driven postcard marketing to be as effective as it has been for so many years. Coupon-oriented postcards enable business owners to add a coupon code to a postcard to track how successful their promotion is and how they should approach future marketing tactics. Coupon code redemptions help determine the response rate of these advertisements. For example, if you send out 200 postcards and receive 40 back in the form of coupon redemptions, your response rate is 20 percent.
Specific Postcard Marketing Tactics
Hundreds of marketing firms conduct studies every year by to see which tactics are still proving to work and which ones are on their way out. A study by Vertis Communications in Baltimore, as reported by Ideamarketers.com, revealed that 72 percent of adults responded to a "buy one, get one free" offer they received in 2007. Furthermore, 85 percent of women between the ages of 25 and 44 responded that they read direct mail pieces. This suggests you may find it more effective to aim postcard marketing toward women.
The Importance of Personalization
Bob Martel of Drive Marketing, a personalized direct mail company, has called mail tailored to the specific needs of a customer "an often overlooked and under-leveraged component of any great campaign." In "The Future of Mail 2007," a study performed by market research company InfoTrends, 61 percent of consumers stated a preference for personalized direct mail. This was nearly triple the percentage of people who said they preferred receiving information via email. Personalization can be as simple as putting a customer's name on the piece or as complex as using your company database to research a few of your current customers' favorite products to picture on the front of your postcards.
Read more…
Effectiveness of Direct Mail
Direct mail may not be as talked about today as social media marketing, but business owners still rate direct mailings to be one of the most effective forms of communication. In a 2010 survey conducted by Internet and integrated marketing information source Marketing Sherpa, 79 percent of business owners found direct mail to be a "very effective" or "somewhat effective" medium for reaching their customer base. Many businesses have begun to use direct mail as a means to connect their customers to other forms of media -- drawing attention to their website, email or social media websites.
Postcard Marketing
Coupons and special offers are what have really driven postcard marketing to be as effective as it has been for so many years. Coupon-oriented postcards enable business owners to add a coupon code to a postcard to track how successful their promotion is and how they should approach future marketing tactics. Coupon code redemptions help determine the response rate of these advertisements. For example, if you send out 200 postcards and receive 40 back in the form of coupon redemptions, your response rate is 20 percent.
Specific Postcard Marketing Tactics
Hundreds of marketing firms conduct studies every year by to see which tactics are still proving to work and which ones are on their way out. A study by Vertis Communications in Baltimore, as reported by Ideamarketers.com, revealed that 72 percent of adults responded to a "buy one, get one free" offer they received in 2007. Furthermore, 85 percent of women between the ages of 25 and 44 responded that they read direct mail pieces. This suggests you may find it more effective to aim postcard marketing toward women.
The Importance of Personalization
Bob Martel of Drive Marketing, a personalized direct mail company, has called mail tailored to the specific needs of a customer "an often overlooked and under-leveraged component of any great campaign." In "The Future of Mail 2007," a study performed by market research company InfoTrends, 61 percent of consumers stated a preference for personalized direct mail. This was nearly triple the percentage of people who said they preferred receiving information via email. Personalization can be as simple as putting a customer's name on the piece or as complex as using your company database to research a few of your current customers' favorite products to picture on the front of your postcards.
Direct Marketing - The Legal Use of Mailing Lists in Organizations
2:18 PM |To legally use mailing lists, an organization must get permission from a recipient to send direct mail or e-mail to him. To increase the number of people who give you permission to send them material, provide text near the opt-in box that states you will not sell contact information to any third parties. This diffuses the worry that signing up for a list will lead to spam from third parties down the road.
Permissions
According to Entrepreneur magazine, you must get a recipient's permission to legally send her mail. You must have all recipients opt into your direct mail or email messages. A recipient opts into a list by filling out a form to sign herself up. If you receive a recipient's contact information from a third party, you must allow the person to quickly opt out of receiving future communications. In email communication, include a link labeled "opt-out" in the footer of the e-mail. When a user clicks on this link, she should be directed to a webpage that allows her to opt out of future messages. If you are sending direct mail pieces, the recipient should be able to call a number or write to you and request to be taken off of your mailing list.
Annoucements
Inc. magazine recommends using mailing lists to communicate company announcements to interested parties. For example, you can announce that you have just opened a new company division, are launching a new product or are moving into a new region. Include an opt-out option for recipients who may no longer want to receive company announcements from you.
Promotions
Use mailing lists to send incentives to interested customers. For example, you can send a coupon, directions on how to receive a free item or information on upcoming promotions like summer sales. You can also send content promotions like new white papers available for immediate download, links to new case studies or mini-guides to help readers complete a task more easily.
Discussions
Use a mailing list for discussion between customers if you want to allow them to exchange ideas. Inc. magazine suggests this for email lists between colleagues who must work together. This type of mailing list should be restricted from the public. It should only be available to employees directly involved with the project. Management, other colleagues or contractors may opt into the list if they can provide advice, insight or help with execution.
Read more…
Permissions
According to Entrepreneur magazine, you must get a recipient's permission to legally send her mail. You must have all recipients opt into your direct mail or email messages. A recipient opts into a list by filling out a form to sign herself up. If you receive a recipient's contact information from a third party, you must allow the person to quickly opt out of receiving future communications. In email communication, include a link labeled "opt-out" in the footer of the e-mail. When a user clicks on this link, she should be directed to a webpage that allows her to opt out of future messages. If you are sending direct mail pieces, the recipient should be able to call a number or write to you and request to be taken off of your mailing list.
Annoucements
Inc. magazine recommends using mailing lists to communicate company announcements to interested parties. For example, you can announce that you have just opened a new company division, are launching a new product or are moving into a new region. Include an opt-out option for recipients who may no longer want to receive company announcements from you.
Promotions
Use mailing lists to send incentives to interested customers. For example, you can send a coupon, directions on how to receive a free item or information on upcoming promotions like summer sales. You can also send content promotions like new white papers available for immediate download, links to new case studies or mini-guides to help readers complete a task more easily.
Discussions
Use a mailing list for discussion between customers if you want to allow them to exchange ideas. Inc. magazine suggests this for email lists between colleagues who must work together. This type of mailing list should be restricted from the public. It should only be available to employees directly involved with the project. Management, other colleagues or contractors may opt into the list if they can provide advice, insight or help with execution.
Direct Marketing - How to Write a Sales Statement
2:13 PM |Sales statements should focus on your prospects' needs, not yours. Say what the prospect wants to hear in one page. Grab your prospects' attention with a headline that entices them to continue reading. Support your sales letter with facts, not opinions. The sales letter should include an introduction, body and conclusion. Your sales statement should be short, direct and to the point. Also, it should be compelling and engaging and written in a conversational tone.
1
Address your prospects' needs in your opening statement. Use words such "maximize," "increase," "eliminate," "profit from," and "prevent."
2
Tell your prospects about the benefits of using your products or service. Describe how using your offering can solve their problems.
3
Give a call to action. Tell the prospects what you want them to do. For example, if you want them to call you back, leave your number. If you want them to visit your website, provide the website address.
4
Grab their attention again by adding a P.S. statement.
5
Edit your letter twice. Correct spelling and grammatical errors.
Read more…
1
Address your prospects' needs in your opening statement. Use words such "maximize," "increase," "eliminate," "profit from," and "prevent."
2
Tell your prospects about the benefits of using your products or service. Describe how using your offering can solve their problems.
3
Give a call to action. Tell the prospects what you want them to do. For example, if you want them to call you back, leave your number. If you want them to visit your website, provide the website address.
4
Grab their attention again by adding a P.S. statement.
5
Edit your letter twice. Correct spelling and grammatical errors.
Direct Marketing - How to Advertise in the New Jersey Yellow Pages
2:07 PM |Yellow Pages is best characterized by the "Walking Fingers" logo. To request a new business listing for a business operating in New Jersey, submit a request using AT&T's main website or contact the sales department. Basic listings are free; however you can upgrade the free listing to include bold type, an additional line of text, alternate locations or phone numbers and a web address. AT&T processes all requests--regardless of the market--in the same way. There are no special instructions for New Jersey businesses.
Print Listings
1
Contact the sales department at 888-610-0197 or send an email to advertise@attinteractive.com. Alternatively, contact the customer service department at 866-570-8863 or send an email to ypcsupport@attinteractive.com.
2
Select a basic listing. Basic listings vary, but they usually provide simple, straightforward and easy-to-read text. Include your business name, business address and business telephone number or add web site URL or additional lines of text to communicate more information about your business.
3
Opt for larger advertising space with an in-column or half-space advertisement. Choose from six different sizes and add the text that you want. Such ads appear alphabetically within the column of a directory.
4
Customize your ad. Ads appear in the classified section of each Yellow Pages directory and range in sizes. Add text, graphics and unique designs to quickly grab the attention of consumers.
Internet Listings
5
Advertise on YellowPages.com. A free listing includes detailed business information and a link to your website. Subscription-based advertising packages are also available.
6
Sign up online. The process takes ten minutes and requires your basic business information, including the primary phone number for your business, business name, business owner's name and the ZIP code of your business location.
7
Edit your listing or add more listings for multiple locations. Each entry is free unless you upgrade. Customers will see your listing at YellowPages.com.
Read more…
Print Listings
1
Contact the sales department at 888-610-0197 or send an email to advertise@attinteractive.com. Alternatively, contact the customer service department at 866-570-8863 or send an email to ypcsupport@attinteractive.com.
2
Select a basic listing. Basic listings vary, but they usually provide simple, straightforward and easy-to-read text. Include your business name, business address and business telephone number or add web site URL or additional lines of text to communicate more information about your business.
3
Opt for larger advertising space with an in-column or half-space advertisement. Choose from six different sizes and add the text that you want. Such ads appear alphabetically within the column of a directory.
4
Customize your ad. Ads appear in the classified section of each Yellow Pages directory and range in sizes. Add text, graphics and unique designs to quickly grab the attention of consumers.
Internet Listings
5
Advertise on YellowPages.com. A free listing includes detailed business information and a link to your website. Subscription-based advertising packages are also available.
6
Sign up online. The process takes ten minutes and requires your basic business information, including the primary phone number for your business, business name, business owner's name and the ZIP code of your business location.
7
Edit your listing or add more listings for multiple locations. Each entry is free unless you upgrade. Customers will see your listing at YellowPages.com.
Direct Marketing - The Disadvantages of Using Email as a Promotional Technique
2:00 PM |Many companies use email marketing as a vital promotion tool due to its low cost and ability to be sent out quickly. While email can be a great marketing tool for many, it is not without faults. If you are new to the email marketing world, it is important to take a look at the disadvantages of email marketing.
Growing Your List
While sending out an email marketing campaign can be done in just a few minutes, growing your list takes hard work. It is not a good idea to purchase a list of email addresses. Purchasing a list violates the CAN-SPAM Act, which was enacted by Congress in 2003. If too many users complain to their email provider about receiving your unwanted emails, there is a chance you can have your server blacklisted or be forced to pay a hefty fine. Always send email marketing campaigns only to clients and prospects who opt-in and want to receive your emails.
Lost in the Shuffle
When you use email marketing tools to measure the results of your campaign, you may be surprised to find that your open rate and click-through rate are lower than you expected. People get bombarded with such a high quantity of email, it can be easy for a prospect to just push the delete button or choose not to open your email. If you are a business-to-business marketer, remember that many companies have strict spam filters. In that case, your campaign may wind up in a prospect's junk mail folder.
Target Audience
While some brackets of consumers are glued to their smartphones and laptops, others may not be computer savvy. If your target audience falls into a demographic that spends little time on the Web, your email campaigns may not be viewed for many days. By the time a prospect views your message, the promotion inside may be stale or breaking news may be irrelevant. If you want to get the most out of your marketing dollars, make sure that your target audience is logged on before devoting part of your budget to mass email.
Not Engaging Enough
At one time email marketing may have seemed very personal to some users, especially in comparison to old fashion mediums such as television and radio. Since social media has become trendy, however, the engagement factor of email marketing may not seem impressive anymore to many users. Social websites, such as Twitter, allow businesses and prospects to communicate back and forth instantly, which makes waiting for an email response seem slow.
Read more…
Growing Your List
While sending out an email marketing campaign can be done in just a few minutes, growing your list takes hard work. It is not a good idea to purchase a list of email addresses. Purchasing a list violates the CAN-SPAM Act, which was enacted by Congress in 2003. If too many users complain to their email provider about receiving your unwanted emails, there is a chance you can have your server blacklisted or be forced to pay a hefty fine. Always send email marketing campaigns only to clients and prospects who opt-in and want to receive your emails.
Lost in the Shuffle
When you use email marketing tools to measure the results of your campaign, you may be surprised to find that your open rate and click-through rate are lower than you expected. People get bombarded with such a high quantity of email, it can be easy for a prospect to just push the delete button or choose not to open your email. If you are a business-to-business marketer, remember that many companies have strict spam filters. In that case, your campaign may wind up in a prospect's junk mail folder.
Target Audience
While some brackets of consumers are glued to their smartphones and laptops, others may not be computer savvy. If your target audience falls into a demographic that spends little time on the Web, your email campaigns may not be viewed for many days. By the time a prospect views your message, the promotion inside may be stale or breaking news may be irrelevant. If you want to get the most out of your marketing dollars, make sure that your target audience is logged on before devoting part of your budget to mass email.
Not Engaging Enough
At one time email marketing may have seemed very personal to some users, especially in comparison to old fashion mediums such as television and radio. Since social media has become trendy, however, the engagement factor of email marketing may not seem impressive anymore to many users. Social websites, such as Twitter, allow businesses and prospects to communicate back and forth instantly, which makes waiting for an email response seem slow.
Direct Marketing - The Disadvantages of Fax Broadcasting
1:28 PM |Fax broadcasting involves copying or creating a document and then simultaneously sending that document to multiple recipients. This is the same thing as sending out simultaneous e-mails to multiple recipients only it is done using a fax machine or Internet fax broadcast service. This is a great marketing tool when it is used appropriately. When it is not used appropriately you can end up hurting your market instead of enhancing your market. Before you start fax broadcasting you really need to take a look at the disadvantages of this marketing technique.
Lost Faxes
Once a fax has been transmitted there is no guarantee that the recipient will actually receive this fax. If the recipient's fax machine is very busy with incoming faxes from other sources, your fax must wait its turn in line. That wait in line may be just a few minutes or it could be hours. The longer the wait the higher the risk that your fax may not even be received at all. If you are using your own office fax machine you may be able to configure an automatic redial function to keep sending your fax until you receive a confirmation from the recipients that your fax has been received. If you are trying to fax broadcast to 1,000 recipients, the initial dial and subsequent redial activity on your machine can tie up your machine for days.
Bandwidth Cost
Heavy fax broadcasting may cause you to cross over into a higher threshold of service requirements for either your Internet connection or your telephone connection. An Internet fax service will also charge you based upon the amount of activity you are generating with your fax broadcasting.
Customer Relations
You know yourself that email spam is annoying and can be a very time-consuming problem in your workday. Fax broadcasting has the potential of doing the same thing. If your targeted fax broadcasting recipients are getting your faxes instead of business faxes which they are eager to receive, it is very easy for them to perceive your fax broadcasting efforts as a hindrance to their business day. Repetitious fax broadcasting can result in the recipient automatically trashing your faxes, just like junk mail or spam, without ever reading or reviewing your faxes. Unsolicited faxes are often considered an irritant that not only take up time but that use paper that ends up in the trash.
Legal Impact
Fax broadcasting can sometimes cross legal limits and even violate some privacy and data-protection laws. This is more than just the standard copyright and privacy concerns of mass marketing. You need to understand the laws and regulations governing fax broadcasting not only from your point of origin but the physical locations of all of the recipients of your fax broadcasting. For example, in some localities businesses are offered the opportunity to "opt out" from receiving unsolicited faxes. Or in some cases your fax might contain data for specific information which is considered private and not for public distribution. Fax broadcasting has the potential or disadvantage of incurring legal problems.
Read more…
Lost Faxes
Once a fax has been transmitted there is no guarantee that the recipient will actually receive this fax. If the recipient's fax machine is very busy with incoming faxes from other sources, your fax must wait its turn in line. That wait in line may be just a few minutes or it could be hours. The longer the wait the higher the risk that your fax may not even be received at all. If you are using your own office fax machine you may be able to configure an automatic redial function to keep sending your fax until you receive a confirmation from the recipients that your fax has been received. If you are trying to fax broadcast to 1,000 recipients, the initial dial and subsequent redial activity on your machine can tie up your machine for days.
Bandwidth Cost
Heavy fax broadcasting may cause you to cross over into a higher threshold of service requirements for either your Internet connection or your telephone connection. An Internet fax service will also charge you based upon the amount of activity you are generating with your fax broadcasting.
Customer Relations
You know yourself that email spam is annoying and can be a very time-consuming problem in your workday. Fax broadcasting has the potential of doing the same thing. If your targeted fax broadcasting recipients are getting your faxes instead of business faxes which they are eager to receive, it is very easy for them to perceive your fax broadcasting efforts as a hindrance to their business day. Repetitious fax broadcasting can result in the recipient automatically trashing your faxes, just like junk mail or spam, without ever reading or reviewing your faxes. Unsolicited faxes are often considered an irritant that not only take up time but that use paper that ends up in the trash.
Legal Impact
Fax broadcasting can sometimes cross legal limits and even violate some privacy and data-protection laws. This is more than just the standard copyright and privacy concerns of mass marketing. You need to understand the laws and regulations governing fax broadcasting not only from your point of origin but the physical locations of all of the recipients of your fax broadcasting. For example, in some localities businesses are offered the opportunity to "opt out" from receiving unsolicited faxes. Or in some cases your fax might contain data for specific information which is considered private and not for public distribution. Fax broadcasting has the potential or disadvantage of incurring legal problems.
Direct Marketing - How to Create a Tri-Fold Handout
1:20 PM |A tri-fold handout is a great way to present a cause, organization or new promotion offered by your business. It displays information in easy-to-read, manageable sections. Well-designed brochures make your organization stand out above your competitors. Even if you do not have design experience, using a publisher program can help you create a professional piece of marketing. Talk with your marketing team, co-workers and colleagues for opinions on how the handout should appear.
1
Divide a piece of paper into three sections along the long side of the paper, like a tri-fold brochure. Sketch what you would like your brochure to look like on a piece of paper. Identify where relevant information should go, images, logos, boxes with emphasized information, headers and text. Move the sections around until it looks balanced. The most important information should be on the interior sections. Readers open the brochure and take in all the information at once. The least important information should be on the back.
2
Open your publisher software, such as Microsoft Publisher. Using a program that has tri-fold templates makes designing and printing the handout easier. The program instructs you what is inside and outside of the printable area as well as where the fold lines are.
3
Select "Brochure" then select whichever design template you want. The templates provide places to put pictures and text. Select a template that has the design aspects you are looking for in your handout.
4
Choose your fonts and a color scheme. Use colors your organization has already picked. If you have creative control, experiment with the color schemes and fonts found on the publisher programs. Play around with the look and placement of text and pictures. On computers, mistakes are easy to undo by selecting the "Edit" tab from the top of the screen and then "Undo." Ctrl (or apple symbol on Macintosh computers) + Z is the keyboard shortcut.
5
Use images, logos and slogans often used by your organization or business on the front fold. The handout needs to be instantly recognizable as a piece of literature that belongs to your organization, both for people who know you and people that might be looking for resources. Do not clutter the front with too many images. Leave white space to draw the reader's attention to the title or other important information.
6
Identify the purpose of the handout on the front cover. For example, if you are making a handout for a recreational center's summer classes, the front should read, "Summer Classes at the Rec Center." If the front only has the Rec Center logo, the patrons might not know that it has information about summer classes inside.
7
Populate the inside with the relevant information. Use bullet points and key words to grab the reader's attention. Keep your sentences and phrases brief--handouts are made for skimming. The essential facts and contact information should be easy to find.
8
Print the brochure in black and white to make any edits. The arrangements and sizes often look different on the screen compared to on paper. Make necessary changes. Print the brochure in color. Fold into three sections with the left side being the front cover that opens first.
Read more…
1
Divide a piece of paper into three sections along the long side of the paper, like a tri-fold brochure. Sketch what you would like your brochure to look like on a piece of paper. Identify where relevant information should go, images, logos, boxes with emphasized information, headers and text. Move the sections around until it looks balanced. The most important information should be on the interior sections. Readers open the brochure and take in all the information at once. The least important information should be on the back.
2
Open your publisher software, such as Microsoft Publisher. Using a program that has tri-fold templates makes designing and printing the handout easier. The program instructs you what is inside and outside of the printable area as well as where the fold lines are.
3
Select "Brochure" then select whichever design template you want. The templates provide places to put pictures and text. Select a template that has the design aspects you are looking for in your handout.
4
Choose your fonts and a color scheme. Use colors your organization has already picked. If you have creative control, experiment with the color schemes and fonts found on the publisher programs. Play around with the look and placement of text and pictures. On computers, mistakes are easy to undo by selecting the "Edit" tab from the top of the screen and then "Undo." Ctrl (or apple symbol on Macintosh computers) + Z is the keyboard shortcut.
5
Use images, logos and slogans often used by your organization or business on the front fold. The handout needs to be instantly recognizable as a piece of literature that belongs to your organization, both for people who know you and people that might be looking for resources. Do not clutter the front with too many images. Leave white space to draw the reader's attention to the title or other important information.
6
Identify the purpose of the handout on the front cover. For example, if you are making a handout for a recreational center's summer classes, the front should read, "Summer Classes at the Rec Center." If the front only has the Rec Center logo, the patrons might not know that it has information about summer classes inside.
7
Populate the inside with the relevant information. Use bullet points and key words to grab the reader's attention. Keep your sentences and phrases brief--handouts are made for skimming. The essential facts and contact information should be easy to find.
8
Print the brochure in black and white to make any edits. The arrangements and sizes often look different on the screen compared to on paper. Make necessary changes. Print the brochure in color. Fold into three sections with the left side being the front cover that opens first.
Direct Marketing - How to Identify Your Customer in the Workplace
1:14 PM |Whether you're offering a service or selling a product, there are those who are likely to patronize you, those who might patronize you and those who probably are not in need of what you are offering. Knowing who your customer is is an integral part of planning your business, from determining whether your business plan will be successful to learning how to market your business. Luckily, there are a number of steps you can take from your workplace to help you identify your customers and tailor your business to them.
1
Make a list of the customers your workplace currently serves, or, if the list is too massive, the types of customers you serve. For instance, are your customers individuals or small businesses? If businesses, what type? If individuals, what age and gender?
2
Identify each of the customer's or customer group's primary characteristics and how you satisfy a need for the customer. For example, if your business provides graphic design services and one of your customers is a restaurant, you might note that it is small, it is local and its owners prefer to work face-to-face rather than over the Internet or phone. You might also note that you satisfied the restaurant's need for affordable, unique branding that would make it identifiable among the town's many other restaurants.
3
Label each of your workplace's customers as a loyal, fickle, renewing or new customer, as described by Donald S. Crawford, the sales and marketing manager of Shickel Corporation. According to Crawford, loyal customers are those who continually patronize your business. Fickle customers, on the other hand, are those who are likely a competitor's loyal customers but who may be shopping around for another provider. Renewing customers are those who are coming back to use your services after being away for a significant period of time, and new customers are those whom you think you could turn into loyal customers but with whom you have not yet done business. Once you have labeled your customers, you can come up with a plan to win or keep them.
4
Study your competition's customers. Make a list of all customer types to which your competition are catering and you are not. Identify customers with similar profiles whom you might serve.
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1
Make a list of the customers your workplace currently serves, or, if the list is too massive, the types of customers you serve. For instance, are your customers individuals or small businesses? If businesses, what type? If individuals, what age and gender?
2
Identify each of the customer's or customer group's primary characteristics and how you satisfy a need for the customer. For example, if your business provides graphic design services and one of your customers is a restaurant, you might note that it is small, it is local and its owners prefer to work face-to-face rather than over the Internet or phone. You might also note that you satisfied the restaurant's need for affordable, unique branding that would make it identifiable among the town's many other restaurants.
3
Label each of your workplace's customers as a loyal, fickle, renewing or new customer, as described by Donald S. Crawford, the sales and marketing manager of Shickel Corporation. According to Crawford, loyal customers are those who continually patronize your business. Fickle customers, on the other hand, are those who are likely a competitor's loyal customers but who may be shopping around for another provider. Renewing customers are those who are coming back to use your services after being away for a significant period of time, and new customers are those whom you think you could turn into loyal customers but with whom you have not yet done business. Once you have labeled your customers, you can come up with a plan to win or keep them.
4
Study your competition's customers. Make a list of all customer types to which your competition are catering and you are not. Identify customers with similar profiles whom you might serve.
