By Jeffrey Dobkin
I've been involved in marketing and direct marketing since...my God! Am I that old already? Anyhow, over the years, I've been asked to give tips on marketing, along with my specific advice. Here's a short list of some of my best tips of all time.
1. THE MOST VALUABLE SALES TOOL IN MARKETING AT THE LOWEST COST IS A LETTER--In fact, the most valuable tool in marketing at any cost is a letter. You can catch and hold the attention of a busy magazine editor or the president of American Airlines. It's a powerful tool. Write one business-getting letter every day.
2. THE BEST FORMULA IN MARKETING IS "NEW PRODUCT OFFERS BENEFIT, BENEFIT, BENEFIT"--Use this to create the headline of your press releases and advertisements, for envelope teaser copy and for the beginning lead of your brochure. For example--"New lightweight tennis racket makes your swing faster, more powerful and more accurate."
3. THE MOST VALUABLE SINGLE SHEET OF PAPER YOU CAN CREATE IS A PRESS RELEASE--You should be sending press releases every month.
4. THE MOST EFFECTIVE TRICK I'VE LEARNED IN 25 YEARS OF COPYWRITING IS "WHEN YOU'RE HAVING A TOUGH TIME WRITING, JUST START ANYWHERE--Start writing anything, then go back and cross out your first sentence. On really bad days, go back and cross out your first paragraph. This immediately pulls you into the heart--and the electrifying part--of your copy.
5. SEND MORE THAN ONE PIECE OF MAIL--Do this to follow up serious inquiries and sales leads. Remember, a campaign is not a single letter or brochure, but a sustained effort over time.
6. USE THE 12 MOST VALUABLE WORDS FOR PUBLISHING PRESS RELEASES--"Are you the person I should be sending this release to?" Before sending any important press release, call the magazine or newspaper editor and say these 12 words. They invite editors to help you.
7. CREATE A LETTER SERIES (IN ADVANCE)--Mail the series to new prospects on a continual basis. I call this "multiple exposure marketing" and it's the basis of my first book, How to Market a Product for Under $500. By the fifth letter they receive, they'll be ready to receive your call a a friend--and buy your product. Make your letters look like traditional letters. Make your prospect think he is the only one receiving them.
8. ALWAYS USE A THANK-YOU LETTER TO ACKNOWLEDGE WHEN SOMETHING NICE IS DONE FOR YOU--No, a call is not the same. A thank-you call is forgotten in a day, but the impact of a written thank you can last a lifetime. A small gift works very well if sent with this letter, but it's not necessary.
9. WRITE YOUR OBJECTIVE FIRST--When you start to write any business communication, always figure out and state in writing what you're trying to accomplish. for example, an ad objective may be to generate maximum direct orders or to get as many leads as possible or to generate retail store traffic. Write your objective in the upper right-hand corner of your paper so you can refer to it often. Writing the objective first clarifies your writing, defines your purpose and gives it more focus.
10. INCLUDE A RETURN ENVELOPE--And put a live stamp on it. It's amazing what this does! Your recipient will either send it back right away or keep your stamped envelope of his desk for days trying to figure out what to do with a letter addressed to you with a live stamp on it. It'll increase your response or it'll drive them nuts.
11. TEST ALL THE VARIABLES--Test everything, although not all at once. As your campaign runs longer and longer, test higher and lower prices, copy style and approach, small, less expensive formats, lists and list sources.
12. TAKE YOUR TIME WRITING--No once will every know that the one-page letter they received took you three weeks to write. Just make sure that when you send it, it's perfect. And if the letter is going to more than one or two people, have several people look at it and get their opinions. Remember, there's a big difference between a friend saying he would buy your product and a stranger reading the mailpiece and sending you a check.
13. DON' T BE AFRAID TO ASK FOR THE ORDER SEVERAL TIMES--While I don't usually repeat myself unless well juiced, I make an exception when it comes to asking prospects to call or send in their order. For best results, be very explicit and tell customers exactly what you want them to do--twice in the body copy and again in the P.S.
If you can think of any more great marketing tips other readers would appreciate., please let me know. I hope the above tips work great for you.
Jeffrey Dobkin, author of the incredible 400-page marketing manual, HOW TO MARKET A PRODUCT FOR UNDER $500 ($29.95), now has a second book UNCOMMON MARKETING TECHNIQUES ($17.95)--33 of his latest columns on small business marketing, exactly like the one you just read. Both books are available in finer bookstores nationwide or directly from the publisher at 1-800-234-IDEA. These books are completely filled with tips and techniques to make your marketing faster, cheaper, more effective and fun. You never learned this stuff in college. Mr. Dobkin cuts right through the theoretical crap and demonstrates a wealth of practical, how-to direct marketing techniques.
He is also a speaker, direct-mail copywriter and marketing consultant. To place an order or to speak with Mr. Dobkin, call (610) 642-1000. You may fax him at (610) 642-6832. Phone orders are welcome with Visa, MC or AMEX. You may also write Dobkin at the Danielle Adams Publishing Company, Box 100, Merion Station, PA 19066. Or visit him at www.dobkin.com. Satisfaction Always Guaranteed.
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