Sometimes the Best Marketing Tools are the Old Standbys--
Simple, Inexpensive and Very Effective.

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. So here's a short list of some of the best tips of all time.

1. Letter--The most valuable 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. Benefits--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. Example: "New lightweight tennis racket makes your swing faster, more powerful and more accurate."

3. Press Release--The most valuable single sheet of paper you can create in marketing is a press release. You should be sending press releases every month.

4. Start Anywhere--The most effective trick I've learned in copywriting is this: 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. Effort--Follow up serious inquiries and sales leads with more than one piece of mail. Remember, a campaign is not a single letter or brochure, but a sustained effort over time.

6. Contact--The 12 most valuable words to get any press release published are "Are you the person I should be sending this press release to?" Before sending any important press release, call the magazine or newspaper editor and say these 12 words.

7. Letter Series--Create a letter series, in advance, to get new business. Mail the series to new prospects on a continual basis. I call this "multiple exposure marketing." By the fifth letter they receive, they'll be ready to receive your call as a friend--and buy your product.

8. Thank You--Always acknowledge when something nice is done for you with a thank you letter. 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. Objective--When you start to write any business communication, always write your objective first. Figure out and state in writing what you're tying to accomplish. Then compose all of your material specifically to fulfill your objective. Writing the objective first clarifies your writing, defines your purpose, and gives it more focus.

10. Envelope--If you'd really like a response from a personal letter, include a return envelope with 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 on his desk for days trying to figure out what to do with it. It'll increase your response rate or it'll drive them nuts.

11. Test--Anytime you run a successful long-term direct mail campaign, test the variables in subsequent mailings. Test everything, although not all at once. Test higher and lower prices, copy style and approach, smaller or less expensive formats, list sources, etc.

12. Take Your Time--Take your time writing. No one will ever know the one-page letter they received took you three weeks to write. Just make sure 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 sending you a check.

13. Ask--In a direct mail solicitation, don't be afraid to ask for the order--several times. While I usually don't repeat myself unless well juiced, I make an exception to this rule when it comes to asking prospects to call or send in their order. For best results, be very explicit and tell the reader exactly what you want him to do--twice in the body copy and again in the P.S. 

Jeffrey Dobkin is the author of popular marketing books for small business people, including HOW TO MARKET A PRODUCT FOR UNDER $500. You may contact him at:

Jeffrey Dobkin
The Danielle Adams Publishing Company
Box 100
Merion Station, PA 19066
610-642-1000
http://www.dobkin.com

      

         

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