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Language Your Audience “Gets”

May 3, 2019

Language Your Audience “Gets”

Whether you are writing copy for a postcard or an email, the language you use matters. Just like products and images, the wording you use should be matched to the different demographics of your target audience(s). Let’s look at three examples: #1: Millennials Millennials have great influence and spending power, and despite conventional wisdom, they are highly influenced by direct mail. But the traditional “features and benefits” approach doesn’t work for this group. Instead,

Bring Out the Best in Your Channels

Feb 6, 2019

Bring Out the Best in Your Channels

From a consumer perspective, there isn’t print marketing or digital marketing. It’s all just marketing. What consumers care about is the relevance of what you have to say. That’s why the most effective messaging starts with data. By gathering as much data about your audience as possible, you can make your message richer and more effective. Here are some best practices to get you started: Whether it’s print or email, regularly cleanse and update your contact list. Email requir

Want Attention? Use Surprise!

Sep 24, 2018

Want Attention? Use Surprise!

Every year, we look forward to the Superbowl—for the ads, of course. Superbowl ads are known for their funny twists. The laugh comes from the element of surprise. You can use the same approach in your own marketing. This topic was recently covered by MarketingProfs, which offered techniques marketers can use to hook readers with their blog posts, tweets, and marketing copy. We’ll look at some of their suggestions with our own twist thrown in for good measure. 1. Get fresh! B

Positioning Your Business for Tomorrow

Apr 13, 2017

Positioning Your Business for Tomorrow

Do you see marketing as a sprint or a marathon? Increasingly, marketers are taking the marathon view, developing their plans to focus on long-term results rather than just “right now” sales. In this view, marketing has a two-fold purpose: to foster immediate sales and to plant seeds for tomorrow’s. First you must identify the factors that will further your company’s long-term marketing goals. You might not have a perfect understanding of every looming competitive, economic, l

Why is Direct Mail Timing so Important?

Sep 22, 2016

Why is Direct Mail Timing so Important?

Hitting the right window can make the difference between recipients saying, “That’s me!” and the piece being rejected out of hand. Nowhere is this better illustrated than in this tale of two campaigns. Here are the similarities between Company A and Company B: Both sell snow-clearing services to businesses, schools, and other professional organizations. Both use free ice melt as an incentive to grab attention and encourage responses to their marketing messages. Both mailed sh