Our Solutions News Blog was envisioned to gather and share information from the very best to help you and your business to become more effective.
Print and Direct Mail offers more ways than ever to remind people why they like you, need you and should keep paying attention to your business....
In the previous blog post we went into the 3 basics of any direct mail marketing process you may choose to create, including:
» Audiences to mail (beyond just demographics)
» How to draft your offer
» Designing for revenue
Today we give you the 4 key pieces that make up the reason people will take action from your mailing.
First, let's talk about the basics of effective imprint advertising and writing effective advertising: Headlines, Subheads and Image Captions.
The first critically important key is the development of effective Headlines. The headline is the most important component of any type of imprint advertising. It must work or nothing else matters.
Next in import are the Subheads, which are used to break up long blocks of copy.
Lastly are photo captions. Photo captions are marvelous opportunities to make persuasive arguments. People are drawn to pictures and often read the captions beneath the pictures before reading just about anything else.
The same basic guidelines applied to headlines, subheads, photo captions…
First, the headline should promise a positive benefit or ask a provocative question or both.
Second, it should telegraph its message in 12 words or less.
Third, it should stand alone, meaning it should make a complete statement by itself.
That's two thirds of the success formula: Headlines, subheads and photo captions are the critical ‘attention getting’ and ‘interest building’ components of imprint advertising, supported by good effective copy. The third part is the call to action in the form of a response device.
In person-to-person professional selling, one of the most common failings in salespeople is the fear of closing the sale, the reluctance to ask for the order.
Master sales trainer Zig Ziglar says that, “Asking for the order is what separates the poorly paid professional visitor from the Kingly Compensated Professional Sales Person.”
Just as closing the sale is a vital skill in face-to-face marketing, asking for the desired action clearly is a vital skill in advertising.
Incidentally, experience in effectively closing sales in person is a valuable asset in creating effective advertising. The same techniques, words, phrases and ideas used in personal selling can be used in print selling.
A strong direct call to action in direct mail is vital. Tell the reader exactly what you want them to do, how to do it, and when to do it. If response to your offer is in any way complicated, you may want to number the instructions; One, two, three.
The call to action may appear in several places in the typical direct mail package, such as the letter or in the main brochure.
And most importantly is the response device. A response device is the coupon to be redeemed, the order form or the reply card. Whatever your response device is, it should restate the basic offer and bonus and present the call to action.
These four keys are pivotal to generating a proper response from your direct marketing materials: Headline, Subheads, Picture Captions and the Call to Action.
- - - - - - - - - - - - - - - - - - - - - - - - - - - -
Please contact us for free information, tips and assistance!
Written By: Dan Kennedy / Souce: Magnetic Marketing
Canada Post gives you a powerful and effective sales force at a bargain price. Using the postman as your salesman via direct mail advertising is a great bargain. And one of the most effective marketing strategies available to most businesses, direct mail gives the marketer tremendous control over the sales process...
Properly used, direct mail and following direct mail principles can be one of the most effective and cost efficient marketing strategies you'll ever find for your business.
Here are the 3 basics of any direct mail marketing process you may choose to create:
People should also compile their own mailing list beyond just demographical outreach.
For one thing, you should maintain an up to date mailing list of all your customers and clients. Direct mail can stimulate additional business, introduce new products and services or promote sales or special offers.
--------------------------------------------------
For one thing, you should maintain an up to date mailing list of all your customers and clients. Direct mail can stimulate additional business, introduce new products and services or promote sales or special offers.
You can also build prospect lists of your own in many different ways. If people call your business for information, your staff should be trained to get the caller’s name, address, and email. If you exhibit at trade or consumer shows, you might use a free prize drawing or some similar method to obtain all the show attendees’ names and addresses.
You can also compile your own list from business directories, chamber of commerce directories, association directories, and other similar sources.
Success is found in repetition. You should think in terms of mailing offers and information to the same list 3-5 times during a 12 month period, not just once.
The list or list selection is the starting point of the direct mail marketing process. Then second comes the development of a matching offer.
The offer you make in a direct mail package needs to be carefully thought out and matched as closely as possible to the interests, needs and motivations of the list. And as a general rule of thumb, the more specifically matched the offer and list are the higher the response rate.
--------------------------------------------------
I want you to understand that it is not necessary or even advisable for you to engage the expensive services of graphic designers or ad agencies to create your direct mail pieces.
If you will make the format decision yourself, write the copy yourself and provide some graphic components yourself, then you have your piece prepared by printer that provide direct mail handling services.
An ad agency or graphic designer may charge you several hundred to a thousand dollars just to design a simple direct mail piece. Most small and medium sized businesses do not need to incur such costs.
You then have to write the copy that will present your offer and tell your story.
I've written all of my own advertising copies since the 1970s and have never had any formal education in advertising. I'm self-taught through studying the many excellent how-to books readily available, and through practice.
This is a very valuable skill and I urge most business people and entrepreneurs to develop the ability to write good advertising copy. There are two main reasons for this first. It's very costly to have your advertising materials written by a good professional copywriter or consultant. I charge between $3000 and $5,000, and my fees are typically lower than most other well qualified consultants in this field. Second, no matter how much you pay to get the very best outside help, no one can ever have the same feel for your business and your clientele that you do.
P.S. Don’t forget, whoever can spend the most money to acquire a customer wins.
- - - - - - - - - - - - - - - - - - - - - - - - - - - -
Please contact us for free information, tips and assistance!
Written By: Dan Kennedy / Souce: Magnetic Marketing
Marketing your business comes with a multitude of tools for your toolbelt. It’s critical to have digital elements, such as a website and social media accounts, but print collateral is equally important. In some cases, print marketing materials are considered more important than digital elements because some people don’t rely on the internet a lot for their everyday lives, which leaves print materials as their introduction to your business.
There’s something about putting your brand in people’s hands and giving them the chance to interact with it outside of your goods or services. You know you need to stand out but wonder if that’s even possible given that people have been using print marketing for hundreds of years.
The good news is that you don’t have to reinvent the print marketing wheel. Instead, you can put an original spin on what’s already been done. I know, because that’s what my team does. Here are a few things you can do to improve your print marketing collateral and better promote your business.
1. Take shape.
Many people almost always use standard shapes and sizes when it comes to print marketing materials. Instead, consider creating a piece in a unique shape or size to stand out. For example, a round business card will be easy to pick out among a stack of rectangle pieces. You could also use a shape that reminds recipients of your business, such as a camera-shaped business card for a photographer.
If you don’t want to change the entire shape of the product, you can use die-cuts to alter various elements. For example, these brochures for BMW have die-cuts on the covers to match the brand. The first is rounded to make the logo stand out, while the second is shaped like a car, which draws attention to them.
2. Use bold images.
A powerful image can make or break a design. Stock images are money-savers, but it’s important to choose images that make a statement. Select images to which people can relate, or show the benefits of your product or service. This will leave a larger impression on your audience instead of pictures of your product on a pretty landscape.
That’s what happened when we worked with a client to create a presentation folder with bold images. The images illustrate what customers can expect when they select this company to provide maintenance or janitorial services, whether it’s an impeccably kept, vibrant garden or floors so clean you can see your reflection in them. There was some information inside on the pocket of the folder, but overall, the company let the images tell the story.
3. Connect to digital.
Just because it’s print marketing material doesn’t mean you can’t add a digital element. In addition to your website URL, consider using a QR code that will send recipients directly to your website, provide them with a digital coupon or unlock some other special deal. The key is making sure your print design is compelling enough that customers want to see more.
Another option for combining print and digital is using a video folder. With a video folder, screens are placed on the cover or inside the folder. Not only does this merge both types of marketing, but it also allows customers to better interact with the brand. This is also great when you have a lot of information that might not fit in your folder. For example, a real estate agent could provide virtual tours of properties with the video and include other info inside the folder, such as tax information and blueprints.
4. Add texture.
There are two ways to add texture to your design — physically and visually. Embossing and debossing are great ways to do that. Embossing uses pressure to raise elements of the stock for a three-dimensional effect, while debossing is the opposite and uses pressure to depress elements of the stock. Both provide a textured element that recipients can see and feel.
A more cost-effective way to add texture is visually. You can use various colors or shades to make it look like your product has a wooden, leather or marble texture, for example, just as designer Candice Bondi did for Halo. The business cards and brochures look as if they were printed on various textures, such as marble, plastic or sand, making the recipient want to run their fingers over the surfaces.
5. Shine on.
Build on adding texture by using a coating. It will not only change how your piece feels but also give it some shine, depending on the coating you use. Gloss and semigloss coatings provide a luxurious luster, while a soft-touch coating feels like a smooth piece of velvet. You can cover the entire product or highlight specific elements, such as the company name or logo.
Coatings also can add protection to your product from water, fingerprints and tears. If you don’t think your piece needs to shine, you can use a matte coating and still get the same protection.
You don’t have to do all of these things to have great print marketing materials, but you can. Or, you can try one or two methods. At the end of the day, you know your audience the best and to what they will respond. The important thing is creating something you can be proud of and that will help grow your business.
Written By: Vladimir Gendelman / Source: Forbes
- - - - - - - - - - - - - - - - - - - - - - - - - - - -
Please contact us for free information, tips and assistance!
Direct mail vs email is arguably one of the longest standing debates in marketing, this could be down to the constantly evolving industry and it’s audiences..
Today 70% of consumers reportedly feel like they receive too many emails, something we can probably all empathise with. As our virtual inboxes reach the thousands we have less and less tolerance for email marketing.
As the digital industry grows the direct mail vs email debate takes a turn and the death of email marketing as we know becomes apparent. The average lifespan of an email is now just 2 seconds and brand recall directly after seeing a digital ad is just 44%, compared to direct mail which has a brand recall of 75%. Whilst digital media is still a crucial part of marketing we compare the statistics of direct mail vs email.
The evidence suggests we need to revaluate the way we use email, rather than thinking of it as a cheap form of marketing how we can utilise it’s strengths? If we continue to bombard customers we may risk alienating them. As the effectiveness of email marketing declines the response to direct mail is on the rise, and printed media becomes a more trusted form of consumer engagement. Looking at the strengths and weaknesses of each media it seems the rising popularity of direct mail could work to reinforce email, if used in the right combination, and may we suggest in moderation.
Source: Proactive Marketing UK
- - - - - - - - - - - - - - - - - - - - - - - - - - - -
Please contact us for free information, tips and assistance!
Spring Into Spring; With Print That Works... isn't just a concept; it's a reality that brings it all together both internally and with your customer. Talk to us about 'Concept to Solution' printing for a defined way to improve your business.
We recently received this feedback from Alexandra as we really appreciate their patronage and working together with them on their market communications and special projects printing.
"The Dominion Blue team goes above and beyond in an efficient manner to help us get our printing done. With countless last-minute adjustments, I can always rely on the sales and preflight team to get the job done. Fantastic customer service, great printing products, timely delivery and excellent communication"... Alexandra
- - - - - - - - - - - - - - - - - - - - - - - - - - - -
Please contact us for free information, tips and assistance!
Print throughout your business... isn't just a concept; it's a reality that brings it all together both internally and with your customer. Talk to us about 'Concept to Solution' printing for a defined way to improve your business.
“Dominion Blue recently helped us with a project that had a very short turnaround time and everything went seamlessly. They were the first printers to get back to me with a quote and were the only ones who could accommodate all of my requests in the timeline I needed.
When I saw the proofs, they looked even better than I had anticipated. I am really happy with the end result and the customer service was on point. Thank you!” ... Mikayla / SaxxUnderwear.com
- - - - - - - - - - - - - - - - - - - - - - - - - - - -
Please contact us for free information, tips and assistance!
"Printing for Exceptional Business Results"
Getting ready in a way that gets you noticed? That’s great!
Through our Concept-to-Solution Program, you'll be turning heads your way in no time. Our account managers and team of experienced professionals will take the time to understand what you need to accomplish; they'll then work backwards through the process with you and your design team to make sure all the bases are covered and you’re on track for results. Our own creative team will make sure of it. We're here to help you get exceptional results.
Whether you’re a small business owner, a seasoned professional or the CEO of a large development company you'll find something helpful in our array of services and products.
- - - - - - - - - - - - - - - - - - - - - - - - - - - -
Please contact us for free information, tips and assistance!
"Concord Pacific has been using Dominion Blue’s document management and fulfillment services since the days of hard copy vellum originals."
"As digital documentation has grown to be the norm, so have the tools provided by Dominion Blue. These tools have allowed us to keep up with the fast-paced digital world we now live in, while keeping accurate and up-to-date documentation.
Until recently, we have been relying on email for correspondence and document transfer but once again, Dominion has provided us with a tool to increase efficiency and effectiveness of our communications. Their online document portal has been instrumental in keeping all of our team members (internal and external) up to date and on track. Their system has saved us hours of document management time as its streamlined our document organization and ordering processes. There is 100% accuracy on all orders placed and the Dominion Blue Team has provided nothing but exceptional customer service with each transaction.
We always look forward to working with Dominion Blue on our projects." ... Jennifer
If you’re an architect, engineer or contractor then this might just be the most valuable
online tool you’ve ever come across... Find Out More
- - - - - - - - - - - - - - - - - - - - - - - - - - - -
Please contact us for free information, tips and assistance!
"We often are running up against tight timelines with our clients..."
"Suzanne always goes above and beyond to help us reach our deadlines. We often are running up against tight timelines with our clients and Suzanne ensures that we are able to turnaround a great product.
Suzanne is reliable, detail oriented and able to run with our sometimes (often) piecey instructions. I utilize her for all of our printing needs for our BC projects. Not only is DB turn around time much better than competitors and the cost is more efficient, but Suzanne is attentive and helps me make sure I don’t miss anything"... Katie
- - - - - - - - - - - - - - - - - - - - - - - - - - - -
Please contact us for free information, tips and assistance!
