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Zairmail Express Direct Newsletter
Welcome to another edition of the Zairmail Express Direct Newsletter. We provide news you can use to grow your business.
There are signs everywhere the economy is starting to pick up steam. Overall economic output is up, retail sales are up, unemployment rates are declining; while both interest rates and inflation remain low. Consumers and businesses are
starting to spend again. This is the perfect time to gear up your marketing efforts and capture your piece of this growing economic pie. To that end we have included several articles in this edition that will help you expand and
fine-tune your marketing efforts.
Our first article illustrates how 800 numbers and Teleservices can be used to increase direct mail returns. We have seen great results putting these principles to work here at Launchpoint. The same techniques can be applied to almost any
business.
The second article explores low cost marketing with business postcards. If you are one of the 12,000+ registered users of Zairmail Express Direct you probably already know what a powerful and affordable tool postcards can be -- postcards
are now our most popular product. This article provides some tips on making your postcard marketing efforts even more effective.
There are still many legitimate reasons to use traditional letter mail: complex message, private message, a response device (business reply envelope or business reply card) is required. In these cases using a premium can dramatically
increase results. Brian Maroevich illustrates how to put "LUMPY mail" to work for you in our third article.
Our final article outlines customer-centric marketing strategies and provides examples of how many companies have put them to work.
As always, we've also included some special offers for our newsletter subscribers, some marketing tips from the US Postal Service, and some other useful links. We're always looking for ways to help you grow your business.
Best Regards;
Wilson
Wilson Zehr
President
Launchpoint, Inc.
Call for Better Results
By Wilson Zehr
Over the past 50 years, American businesses have sent billions of pieces of mail with an eye towards growing sales. Everything from simple letters and postcards, to CD's, three dimensional brochures and boxes of cereal have found their
way into mailboxes across the country. Needless to say, billions of dollars are riding on the success or failure of these mailings.
What's the key to success? Talk to them! The best way to guarantee the success of your direct mail campaign is to personalize it with a call, make it easy for customers to respond and measure the results. Campaign success is measured as
return-on-investment (ROI) or how many total sales were generated compared to the cost of the marketing campaign.
Read More
Modern Postcard Marketing
By Bob Leduc
Copyright 2004
Postcards may be one of the best kept secrets of modern marketing. They produce even better results now than in the past. That's probably because postcards deliver information the way people want to get it today ...fast and with little or
no effort.
Use Postcards to Generate Website Traffic and Sales Leads
A brief captivating message on a postcard with an enticing offer sent to the right prospects will generate a flood of traffic to your website - or a large number of sales leads.
Keep your postcard simple. Make it look at first glance like a message from a friend instead of like an advertisement. This creates a pleasant emotional response from readers even though they quickly realize that it is a commercial
message.
Read More
LUMPY Mail
By Brian Maroevich
AmazingProspectingLetters.com
The marketing process, or the process of acquiring new customers, can be broken down in its most basic form using the oldest sales and marketing formula in the book. The AIDA formula -- or ,Attention, Interest, Desire,
and Action.
I know, you've probably heard it a million times, but the AIDA formula holds true. The only way to make a sale is to grab your prospect's attention, get their interest, create desire, and guide them to take action. If you skip a step or
take a short cut you won't make as many sales.
There are many different takes on how to accomplish each phase of the AIDA formula, but where most businesses and sales people fail is in this first step. The first and most important step in sales and marketing is getting the Attention of
your customers and prospects.
Read More
Going Customer-Centric
By Sandra Gudat
CEO, Customer Communications Group
Achieving a completely customer-centric business still sounds like utopia - and it's hard to chase utopia when today's agenda is all results, all the time.
Results are the name of the game, no matter how far your company has evolved past product-centricity. But many companies have found that results for the short term and profitable customer-centricity for the long term aren't mutually
exclusive. It's simply a matter of mastering the steps before you go out and try the dance.
The following 10 milestones show "proof of concept" and build acceptance of customer-centric ideas. Achieved more or less in order, they propel you toward a customer-centric approach to business and keep everyone tapping their feet in time
with the music.
Read More
Graphic Design that Sells
Six Graphic Design Features That Sell
1. One thing dominates the page
When you look at a well-designed page, there is usually one dominant feature to catch your eye. It could be the headline or the picture, but not both. Something has to dominate. And while it might be tempting to throw in a little starburst
that says "One Week Only," be careful how you use it. When you emphasize everything, you emphasize nothing.
2. Minimize typeface variety
Your computer may come with 327 fonts, but that doesn't mean you have to use every one of them. The best designers stick with one, maybe two per piece-plus the logo. A good rule of thumb is to use large, bold type for headlines and, if
they're particularly good, prices. Use a smaller, easy-to-read typeface for text.
Read More
More Articles
Launchpoint maintains a large library of articles published in this newsletter or contributed by guest authors that can help grow your business.
Read More
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