| June 10th, 2008 | How to Know if Direct Mail Will Work for Your Business | ||
Here’s a great lesson that applies to direct mail. Ready? Some people say one thing and do the opposite. In other words … One shouldn’t pay attention to what people say they’ll do as much as what they actually DO. For example, it seems most readers of the National Enquirer don’t want to admit they read it. Just ask people, “You read that tabloid stuff?” “No way! Not me.” Maybe they’re afraid of looking silly to others? Maybe their embarrassed to admit buying a paper with headlines like, “Brad Runs To Jen As Angelina Lays Down The Law.” Perhaps they fear people will think they’re too shallow? Un-sophisticated? Doesn’t matter. What matters to the National Enquirer, of course, is that millions of readers each week buy it. Whether folks admit to reading tabloids or not there are a whole lot of those papers being sold. So the old rule applies… Don’t pay attention to what people SAY they do as much as what they DO. What’s this got to do with direct mail? Plenty. If anyone should LOVE direct mail it would be a magazine editor. Direct mail is used to sell millions of magazine subscriptions each year. But check out what William Baldwin - - editor of Forbes magazine - - wrote in the July 4th 2005 issue: “The junk mail industry, says Chana Schoenberger in the story beginning on page 90, is giving a new lease on life to Xerox. This firm sells a $500,000 color printer ideal for customized advertising circulars. Junk is a lucrative sector of the ad business, with a $51 billion annual volume that dwarfs the outlays for magazine advertising. Lucrative, and wasteful. I don’t know if the catalogs I get from Land’s End cost more to make than the shirts, but surely they weigh more. Between printing and mailing it costs at least half a buck to send a first-class pitch to someone. If 90% of the recipients chuck the envelope unopened into a wastebasket, then the pitchman is spending $5 just to get one advertisement read. Isn’t there a better way of getting people’s attention? …” Now… please ignore the fact Mr. Baldwin writes this even as he gets a Land’s End catalog in the mail. This means, of course, that either he, or his wife probably bought something from it. Which is why he continues getting a Land’s End catalog in the mail regularly. Also ignore the fact that direct mail sales letters have been used to launch prominent magazine-publishing empires over the years. Mr. Baldwin says direct mail is lucrative (for the “junk mail industry”) yet wasteful (for those using it) at the same time. Am I missing something here? Doesn’t he know much advertising is “wasteful”, and direct mail sellers only mail things out over and over again because it’s profitable? How many advertising dollars are spent (and wasted) targeting people who won’t buy because they’re not the right audience for the sales pitch? How much ad money is wasted paying for commercials on T.V. nobody watches? Direct Mail is Targeted Marketing There’s no better… or more cost efficient way… of reaching those most interested (and most likely to buy) your product or service than direct mail. And after you reach the person most likely to buy you’re able to hit all their emotional hot buttons. Give them all the reasons they should buy from you. Tell them your story. Person-to-person. Is there any waste? Sure there is. People live busy lives. Even if your sales pitch reaches the right person it may not reach them at the right moment in time. They might not have time to read it today. Or this week. They might not be ready to buy again. Your pitch might end up in the trash before it even gets read. Overall … doesn’t matter. Know why? Because if you’ve mailed correctly a certain percentage of prospects are going to read your pitch. They’re going to respond they way you want them to. They’re going to buy … or call for more information … or send for the free sample. So how do you know if direct mail is good for you? Well … despite everything you may have read about response rates … the test is simple. First thing though … forget about the fact everyone says they don’t like getting “junk” mail. The majority of people who get lots of “junk” mail (and say they don’t like it) get on mailing lists after buying something through the mail. Now … Determine beforehand if a mailing can make money on paper … then do a live test mailing. If, for example, you get a 16% response rate but your overall mailing costs exceed your net profits then your mailing is a failure. Bottom line … if your net profits from a direct mail campaign are a lot higher than your costs to do the mailing then you’ve got a winner. Some direct mail companies run successful advertising campaigns with less than a 1% response rate. They mail millions of ad pieces. But their mailing costs are low relative to their huge profits - - even with low response rates. Response rates aren’t nearly as important as actual profit margins. Small businesses usually can’t keep mailing costs extremely low. If you don’t mail tens-of-thousands of pieces you won’t be able to get letters and envelopes printed in bulk for pennies-a-piece. Don’t let that bother you. If the numbers work … and your product or service is priced right … then maybe only a few orders out of every 100 sales letters will make money. So what are you waiting for? Sit down. Work the numbers. Do a test mailing. I bet if you think about it hard enough you’ll be able to figure out a way to make direct mail work for you. If you need some help contact me. And don’t worry about what people say. Pay attention to what they do. Joe Farinaccio is a direct-response copywriter. Joe specializes in writing sales letters and direct mail packages for small businesses. To learn how you can do direct marketing for your business, or get help with your sales letters and direct mail packages visit his website at http://www.sales-letters-and-marketing.com Posted in The Marketing Way | Comments Off
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| June 3rd, 2008 | How To Select An Event Planner and Make Your Event Fabulous! | ||
More than anything else, throwing a party becomes a tiring exercise for the host. Whether it is an official event or a personal party, the innumerable details are taxing on nerves. Hiring an event planner is the wisest thing to do if cost cutting is not an immediate concern for you. In fact, even on tiny budgets you might be able to afford an event planner owning to the deals an event planner can offer. For instance, on food. On your own, you might spend considerably more than what an event planner might be able to work out for you from his/her regular vendor! The success of your event largely depends on your choice of the event planner. Any event is a coming together of a lot of elements. You need to find a person who specializes in your requirement and will bring those specific elements together for you. When choosing an event planner, keep the following things in mind: 1. Safety in numbers: Contact a few event planners and ask them all for quotations and credentials. Not only is it good to have backups but the list will also give you a fair idea of costs and pricing. 2. Referrals: it is a good idea to get references and check on them personally. Speak to a few customers of the prospective planner and gauge their experience. 3. Certificates: Look for a certified planner. It helps to know that the planner has put in the effort to get himself/herself certified! A certificate will also mean a basic level of competence and a person who is has been trying to keep abreast of changes and challenges. 4. Similar successes: Look for someone who has considerable experience in organizing similar events. It would be foolhardy to entrust your make-break conference with a kids’ party planner! 5. Resumes: Ask for resumes and see the courses that the planner has been taking to keep up. Many courses equip planners with enough knowledge to deal with strategic value of meetings, incorporate themes in business meetings to better focus the event, and how to deal with business hierarchy and dictum. It is essential that the planner understand the environment you are asking him/her to work in, and should be able to adapt to variables in that environment. For instance, a panicky mother of the bride! 6. Don’t take chances: Always ask for written proposals and make sure you understand what the proposal says and the terms of payment. Make payment in installments and try to work out the deal in such a way that the last payment is made after the conclusion of the event. Spend time with the planner to explain your requirements and ensure that the proposal covers base. In addition, check that the planner can cater to all your specs including food, beverages, seating, and accommodation if required. Think ahead and give detailed specs. Choice of the planner is almost as delicate as organizing the whole event yourself. Never forget to check the planner’s network of vendors. This could be the one thing that can backfire when you think you have everything under control!
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| May 27th, 2008 | Don’t Shoot the Messenger | ||
Recently our website had one of the “gurus” test out our Solo Sweepstakes program. Frankly, it was sort of exciting to know we were about to be, or could possibly be, put on the hot seat. We didn’t hold our breath LOL, but truly it was a kick! With this order, as with every single order we’ve ever had The results of his “experiment” because admittedly that’s I guess for some of us a having 1 person out of 130 buy Let’s also consider that this was a totally cold market. Positive results… On the plus side, his experience by tracking his ad showed Okay then, let’s take one possible look at why a $119 order First, this was not targeted advertising. This was the The solo that was chosen as the “guinea pig” had the Okay then, this is a very specific, narrow ad, sent to My first impression is that this sort of program would Know your market. Learn what works best and where! Most of us don’t have the luxury of relying on our names If it is, as these big guys have you believe, easy enough They also let you know in no uncertain terms that what you Hmmmm… okay… Perhaps the choice of product? Take a look at the testimony on our solo sales page. It all depends on what you are selling, when you are There also is no denying that the ultimate responsibility Look closely at your program or product, your overall Okay, so we’ve got one order, one time, with one sale and Advertise. And then do it again and again and again. Just don’t shoot the messenger. © Theresa Cahill - All Rights Reserved. Feel free to distribute this article. Please keep it intact and with the resource box included below. ABOUT THE AUTHOR: Theresa Cahill, a two decade veteran of marketing, is the owner of http://www.mywizardads.com and invites you to take a look at the services of MWA and download fr.ee helpful information and more at http://www.mywizardads.com/sitemap.html Posted in The Marketing Way | Comments Off
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| April 30th, 2008 | 24 Killer Press Release Secrets | ||
1. Your press release should sound like news, not an ad. 2. You should only send your press release to the media related to the topic of your press release. 3. Keep your press release one page in length. 4. Your header, contact information and release date should be at the top of your press release. 5. Use short sentences and double space your lines. 6. Your header and first few sentences should grab the readers attention. 7. You should tell a story and mention your business, product or service in the body of the press release. 8. Proofread your press release many times. Look for grammar and spelling mistakes. 9. Write a press release about the new products or services you’re offering on your web site. 10. Create a press release about the results of an online survey or poll you have completed. 11. Submit a press release about a trade show or seminar you’re hosting. 12. Write a press release about no cost chat room classes you are teaching. 13. Create a press release about your opening of a new web site. 14. Submit a press release about an online award your business or web site has won. 15. Write a press release about a free e-zine you’re publishing. 16. Create a press release about online products or services you’re giving away. 17. Submit a press release about an online business association or club you’re starting. 18. Write a press release about a famous person that’s endorsing your business. 19. Create a press release about a joint venture you are doing with another business. 20. Submit a press release about a new book or e-book you wrote. 21. Write a press release about an expert who is speaking in your chat room. 22. Create a press release about a fundraising event you’re doing at your web site. 23. Submit a press release about a new contest or sweepstakes you’re having at your site. 24. Write a press release about major sponsorships you’re doing online. About the author: Over 40,000 Free eBooks & Web Books when you visit: http://www.ldpublishing.com As a bonus, Bob Osgoodby publishes the free weekly "Your Business" Newsletter - visit his web site to subscribe and place a FREE Ad! http://adv-marketing.com/business Posted in The Marketing Way | Comments Off
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| April 2nd, 2008 | Anchor Text Optimization | ||
“Anchor text can significantly improve your page relevance. Optimized Anchor text can boost your site ranking and targeted search engine traffic.” If you have done some serious reading about your website’s optimization, you probably would have come across the reference to the phrase “optimization of anchor text”. This article discusses the definition and importance of anchor text and how you can use this powerful website optimization feature to get high ranking in search engines. What is Anchor Text? Anchor text is the visible hyperlinked text on the page. Let’s take this example: Please examine our “SEO Case Studies” for validation to evaluate our “Search Engine Optimization” capabilities. Here the words “SEO Case Studies” and “Search Engine Optimization” are hyper linked to the hidden URLs http://www.seorank.com/seo-casestudies.htm and http://www.seorank.com respectively. The words within the visible links, “SEO Case studies” and “Search Engine Optimization”, are called the anchor text. In a normally built site, anchor text is usually used to indicate the subject matter of the page that it links to. For example, the text “SEO case studies” indicates to visitors that they can expect to see content about case studies pertaining to SEO if they visit the link. This pattern of usage has been applied in search engine algorithms to enhance the relevance of the “target” or the “landing page” URL for the keywords appearing within the anchor text. Anchor Text Enhances the Relevance of the Target Page Please note that the keywords in anchor text enhance the relevance of the target page pertaining to the keywords used. While the relevance of the page containing the anchor text is also enhanced to some degree (because of relevant keywords appearing on that page), the real gainer is the target page URL. Use this knowledge to build the relevance of each page of your site, through optimized anchor text containing important keywords, relevant to the theme of such pages, from other pages of your site. Search Engine Algorithms like Anchor Text. The inclusion of important keywords in the anchor text can make a big difference in the final ranking of your site pages. All search engines that matter, give significant weight to the anchor text on your pages. In fact Google even has a special operator: ‘allinanchor:keyword’, which picks up text only from within the anchor text of indexed pages. This further implies that Google’s algorithm is configured to index anchor text as separate queryable data, thereby making it evident, that Google considers it an important pointer to page relevance. Our internal research leads us to believe that weight given to anchor text has been raised recently in the Google algorithm. With these changes, it is possible to enhance your website’s ranking by using the right keywords in anchor text. It has also been studied that anchor text, whether from external, or internal pages, is important. It should therefore be ensured that significant attention is given to the inclusion of important keywords in your anchor text. How to Optimize Anchor Text Within Your Site Anchor text optimization can be deployed throughout your site to enhance the relevance of most of the web pages based on individual page content. You would be surprised, how easy it is, to find suitable instances of hyperlinking structures to make use of optimized anchor text. When linking to internal pages, it is better to hyperlink relevant keywords instead of linking unrelated common words. A common lapse is the hyperlinking of the common words like “here” instead of content related keywordsFor example in the sentence: “Read all about Anchor Text here”, the tendency is to link “here” to the anchor text content URL whereas the best way is to link ” Anchor Text “. This is important because you can leverage the hyperlinking of important keyword phrases instead of hyperlinking unrelated text wherever possible. For delivering relevant results, robots are hungry for anchor text so it is always a great idea to hyperlink important keywords to help search engines deliver relevance. Always restructure sentences if keywords don’t fit in anchor text. Using Keywords in Natural Text to Create Anchor Text You can also locate (or insert) important keyword phrases in your page’s natural text and link it to relevant target pages of your site. Consider the paragraph below. Notice how the highly relevant keywords within quotes can be converted into powerful anchor text. Each keyword phrase links to an important relevant section of the same site: “Search Engine Optimization” is an important part of any “search engine marketing” initiative. Some people believe that submitting the site to search engines alone is sufficient in getting “top-10 ranking”. This is not true. “Search engine submission” only announces your site’s existence to search engines. To get a good “search engine ranking”, it is important that you carry out “Title tag optimization”, “Meta tags optimization” and “anchor text optimization” of your website amongst other “SEO techniques”. While the above example seems like overkill, this is just to illustrate how you can accommodate your important keyword phrases by carefully rewording the text of your web pages. If you feel that the standard blue underlined hyperlinks appear ugly on your website, then you can re-format its HTML markup code to change color of the text and get rid of the underline without losing the power of the anchor text. Optimizing Anchor Text of External Links Keywords within the anchor text are equally useful from links pointing to your website. If you are pursuing or considering a link building campaign, put some serious thought in writing multiple options of the title and description of the link pointing to your website. The “title” which is usually used as the hyper-linked text, should contain your important keywords. It is good to work with ten different options of title and description as it not only gives you more room to play with several keywords, but it also search engines give you a wider keyword coverage. When soliciting external links, it is better to provide your own “cut and paste” HTML code. Webmasters like it when a ready to paste HTML code is available for them to use, to provide a link to your website. Consider the following examples: “Website Promotion & Search Engine Optimization” SEO Rank provides Website promotion and Search Engine Optimization (SEO) services for small websites to large e-commerce sites requiring Search Engine Optimization & Ranking http://www.seorank.com/seo-programs.htm “Google PageRank & Link Popularity” Increase your Google PageRank (PR) and your website’s Link Popularity through focused link building. Read more about the role of PageRank (PR) in final Search Engine Rankings. http://www.seorank.com/google-pagerank.htm “Search Engine Promotion and Link Building Services” SEO Rank offers Search Engine Promotion, SEO, and Link Building services for small to large online businesses. http://www.seorank.com/seo-services.htm “Search Engine Copywriting Tips & Techniques” Search Engine Copywriting services at SEORank - offering Search Engine Copywriting tips and copywriting techniques for creating your Search Engine Friendly copy. http://www.seorank.com/seo-copywriting-article.htm “PageRank & Link Popularity Building Campaigns” Increase your site’s PageRank (PR) and Link Popularity by choosing from our Reciprocal Link Exchange or Only Incoming Link Building Campaigns. Boost your site’s Google PageRank through a focused Link popularity building program. http://www.seorank.com/link-building-costs-calculator.php Notice how not only each of the title anchor text is optimized to contain important keyword phrases, but also that the description text varies to accommodate more keyword variation. Also, note that each variation has a different landing page URL to boost the relevance of your site’s individual pages depending upon the theme of that page. Links from external sites help your site to gain relevance for keywords mentioned in the anchor text which boosts your site’s ranking. As the number of such inbound links increase, so will your site’s ranking in SERPs. Anchor text therefore comes on top of the checklist in your SEO initiatives. Article last updated: April 01 2004 Related Reading: Meta Tag Optimization http://www.seorank.com/meta-tags-article.htm Title and Meta Description Tag Optimization http://www.seorank.com/title-tag-meta-description-tag.htm You can send in your queries and comments about this article to the author at: http://www.seorank.com/contact-form.php
Jagdeep. S. Pannu is Manager, Online Marketing, at http://www.seorank.com , a leading Search Engine Optimization services company.
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