Successful marketing strategy

Posted August 14th, 2007 by Dr James Pratt

We're still talking about the three aspects that make for a successful marketing strategy and so far, I've identified the first two? the list and the offer.

Of course, the third stepping stone to direct marketing success is the mailing piece itself. If one is the list and two is the offer, then three is what we might call the packaging or the
presentation of the offer.

In mailing development you will basically deal with copy, graphics and format. I want you to understand that it is not necessary or even necessarily 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, all of which I'll help you with during our journey together, then you can have your piece prepared by a small store front printer and her/his typesetter.

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 businesses do not need to incur such costs.

Let's talk first about format. There are two commonly used formats that will serve most of your needs.

One is called the solo piece. This is a single sheet, printed on both sides and half folded or folded in thirds to self-mail without an envelope. This is the most commonly used format by small business and the least expensive. If you watch your own incoming mail a little more closely for the next few days you'll receive several such mail pieces and can get an idea of the different things that can be done within the solo format.

Another solo format that is even simpler and less costly is a postcard or oversized postcard. This can be a very cost-effective way of communicating with your established
customer list.

The other format is a more complex, sophisticated multiple piece mailing in an envelope. This is the kind used by Publishers Clearing House and the Reader's Digest Sweepstakes as well as many other direct mail marketers.

Again, watch your incoming mail for the next few days and you'll be able to collect some samples of this type of piece.

Usually this package is made up of #1) a cover letter, #2) a brochure or flyer presenting the main offer, #3) a separate response device - a coupon to bring into the store or an order form to mail back and #4) some extra sales piece - possibly a page of testimonials from satisfied customers or a flyer on the premium or bonus gift.

The theory behind this type of mailing is that the odds of something catching the reader's interest are increased proportionately by the number of loose pieces.

Your choice of formats can be governed by how much space you need to tell your story, cost and budget factors, who you're mailing to, and the dollar value of the response.

You then have to write the copy that will present your offer and tell your story. I've written all of my own advertising copy. 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 which I will discuss in your next Success Marketing
Strategy.


Stay up to date on what's new

Its FREE and easy to subscribe.

replica watchesreplica watches of Porsche design are quite famous, especially amongst the users who are fascinated by mechanical designs and sporty machinery. Those who are fond of the fast and furious rolex replica things have an immediate fondness for this kind of design and hence its replica watches are the fastest selling of all breitling replica. The design is basically an imitation of the complex designs we have in machinery of cars basically. It looks like a wild variation for a replica watches to have but the moment you look at the piece, you fall in love with it. The most conservative designs rolex replica have been imitated in these designs and people are going heads over heels over them. This is the reason why the elegant and functional breitling replica designs have created such a place for themselves in the market. The reputation of the fake replica watches of Porsche design is nothing less. One can expect some nice fabrication, clear face and legitimate designs in rolex replica. The prices of these replicas are much lower than the original but the craftsmanship is outstanding. One would never complain about any lacking feature, it is so original. But what remain the high points of Porsche design breitling replica is their elegance. They suit every hand and bring a classy aura to the person wearing it. And even after being so classy, you can still expect great functionality from these watches which is what people love about these replicas. There is a large variety available in these design watches. They will make you wonder how imaginative the manufacturer can be and how original even a fake time piece can be. replica watches watches are one of the most well known timepieces in the entire replica industry. The credit to their wide popularity goes to the originality of design that the craftsmen of the replica give to the timepiece rolex replica. You would be amazed to see that every tiny and basic detail is taken care of so well. It becomes very difficult to point out even a single mistake in it. The logo, the marks for hours and everything else possible is given its due importance in fabricating replica watches of Rolex. In fact, very few people can themselves make out the difference between an original and breitling replica; such is its imitation.