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Galleria Ventures has provided postcard marketing services for over 10 years. From that experience we have developed a few key tips to help our clients with their campaigns. Here are Five Ways to Improve your Postcard Marketing Campaigns’ Response Rate.
1. Know your mailing list. The quality level of the list of customers or potential customers you are sending your items to is an important factor to being successful with a direct mail campaign. You need to know if your list is made up of customer’s that you have done business with or is it mainly new potential customers you do not know? If it is new potential customers, do you know the demographics of the list to be able to give some focus to your advertisement? For example you will have more success with a postcard ad that is targeted for women if you know the list you are sending to is also focused on women. Therefore, you need to match your message to the right group of people (and if possible, the right group of people at just the right time).
2. Make your headline “readable with a glimpse”. A postcard advertisement only has a brief moment to capture the reader’s attention. That brief moment, which has been referred to as the “golden glimpse” — is the moment when your postcard comes out of the mailbox and either lands on the desk or in the trash. An attention grabbing headline which highlights a primary benefit for your targeted recipients is the key to getting the potential reader to read on. After you hook their attention with a successful headline then some “skimmable” bullets after the headline adding up more benefits should build enthusiastic interest. To make this happen sit down and list the features of your products or services. Then list the benefits each of these features bring to the customer. Prioritize which benefit has the greatest importance to your focused list of recipients. The benefit that you chose to have the highest importance should be used to make the headline and the other benefits should be used to make the supporting bullets. If a photo or artwork can help increase the impact of your primary benefit, then use it.
3. Use a Child Should Understand It Test. Your potential customers will never know your product or package to the extent that you do. They are not around it everyday and hence cannot have figured it out as well as you. Consequently, the best way to continue is to be distinctly childlike in the message you communicate. This is not a simple task, as there is a probability that you will have knowledge you take for granted and use but your focused potential customers will not have the knowledge to easily understand your message. You will probably only have one chance to hook their attention so quick understanding is essential to achieve successful results. Therefore, your message should be very simple to understand in a plain clear language. Additionally, use images when it will reinforce the understanding.
4. Complete the advertisement with a compelling offer and a call to action. The offer and call to action is the conclusion of the marketing postcard’s statement. It’s the culmination of what the complete postcard leads to. This is where the reader finds out whatever he or she should do to discover more or the reason they should take action. Be confident your proposition is pertinent and captures the reader with a deal they will not want to turn down. As the recipient is absorbed in your offer then you present your call to action so it is not lost!
5. Continually Measure and Track your direct mail results. The number one rule for success in direct mail marketing, is to TEST. Test the offer. Test the message. Test the mail piece size. Test the postage stamp. Test everything you can think of which might persuade the reader. To find the elusive “formula” of success you will need to keep testing your direct mail marketing results. We recommend a split test of each new marketing postcard. By splitting the quantities of each campaign mailing with one thing that is different in each. Then measure the results of each and pick the one that gives the best results for another split test in another mailing. This process will allow your marketing message to evolve to the most desired performance.
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Search engine marketing is the process of using search engine optimization to make sure that your webpage consistently is at the top of the heap when customers and client do an Internet search for terms that are related to your product or service. When search engines send out spiders or bots to collect information about different websites that is then used to decide which web pages show up first in search listings these spiders and bots are looking for search engine optimized content, or SEO content. SEO content drives search engine marketing by repeating certain keywords or key phrases a certain number of times.
When the search engine spiders and bots pick up those keywords or key phrases then they put that webpage higher in the search listings then pages that don’t have SEO content. SEO has become very important to businesses in the last decade because no matter how much you spend on advertising when you’re doing business on the Web your webpage needs to be at the top of the search listings page. Search engine marketing can target the major search tools that people use like Google or Yahoo so that you can be sure your webpage will show up somewhere near the top whenever anyone searches for a keyword or key phrase that is found on your website.
SEO content needs to be original though, just copying and pasting the same paragraph over and over won’t help you with SEP. The spiders and bots are programmed to not list sites that repeat the same word or the same phrase over and over. So if you were planning on taking one paragraph or one page of content and using that for search engine marketing it won’t work. For effective search engine optimization you need to have original SEO content.
If you want your website to really be successful good SEM is the key. Lots of companies place online ads and online ads can be effective at reaching particular target markets but when it comes to sheer numbers the highest number of hits that you will get to your site will come from SEO content and using search engine optimization in creative ways to get your webpage listed higher up in the search rankings.
Studies have shown that a majority of people will never click past the first page of search results when they search for a certain keyword or phrase so you have to make sure that your webpage is at the top of the search results page in order to get the most visitors to you site who are looking for the product that you sell. Using search engine optimization can be tricky until you get the hang of writing SEO content and using search engine marketing but once you figure out how it all works or hire a professional to show how it all works you’ll be amazed at the increase in traffic to your website that you will see.
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Vigilance, micromanaging and attention to detail can help you avoid some common and costly mistakes of PPC advertising. What are those mistakes? Here are the terrible 10 that are typical to most pay per click campaigns.
Too Many Keywords Per Ad Group
Creating relevant, targeted ads are important. Avoid placing all your keywords into a couple massive ad groups. Build them tighter. With tight ad groups you can control more of your ad customization to increase relevancy.
Ignoring Negative Keywords
Pay per click advertising has placed more importance than ever on click through rates and quality scores. It is vital to fine tune your impressions by getting rid of the non-relevant phrases that are lowering those CTRs. If you are selling an item such as “software for widgets” then be certain you also have those negative keywords like “-free” if you don’t have a free trial version. One way to find irrelevant keywords that are costing you is to check your log files of your site.
Not Doing Enough Testing
Split-testing your ads is critical. Even the smallest of changes can boost results. In addition to testing your ad copy’s “call to action” or value statements, every ad has multiple variables to test. The titles, the two lines of copy, and display url all can be optimized. If you don’t have time for hands-on testing, a good professional pay per click management company can run daily split testing for you. You’d be surprised how well this can pay off.
Poor or Non-Existent Tracking
If you do get into testing ads and fine-tuning your keyword lists, it’s only as effective as your tracking. Any PPC search engine will give you your ad spends and click through rates, but what about the bottom-line success? Knowing that you made $14,000 off of a $7,000 ad spend is fine, but if you dig deeper with your tracking you might be able to make that same $14,000 with only $6,000 a month in spend. That savings ads up.
Not Getting Keyword-Level Tracking
Good analytics or a good pay per click management company will get your data down to the keyword level. Why pay for keywords that are not performing? That money could be better spent on keywords that are doing well or on other marketing expenses. If one keyword has an earning per click of 45 cents and another keyword has an earning per click of $1.45, you need to know. You can lower the bid on one and raise the bid on the other to drive more profits. If you aren’t doing this, you likely have under-performing keywords that are leaking your account daily.
Keywords That Are Too Generic
Negative keywords may not be enough to keep you from trouble on too generic a keyword. While these generic keywords are often more highly searched and can even be among your best…they can also be riddled with bad traffic. Users who perform a search on a generic keyword may often be at a very early stage in the purchase process. Are you able to turn an effective profit on them? Once again, this is yet another reason why you need keyword-level traffic. It’s especially vital on a generic keyword.
Avoiding the Dirty Work of Building Long-Tail Keywords
This dovetails into the previous item. Building out lists and ads for long-tail keywords can be a time-consuming process, but worthwhile if done right. You are going to have different earnings per click for the keywords “dvd player,” “sony dvd player” and “sony dvd player model DVP-NS57P/B.” One consumer is doing research, while the other is likely pricing for the specific model they want and is ready to buy.
Not Separating Content and Search Networks
You can get stung by poor quality traffic or click fraud if you do not separate your content network advertising from your search network advertising. If you don’t understand those above items, there is a good probability that you are not separating the two in your accounts right now … and you are very likely losing money. A better solution is to build separate campaigns for each and … track with precise analytics the results from each network. Again, not knowing is probably costing you now.
Failing to Geo-Target if You’re Local
If you draw most of your business from a local area, the big three PPC engines allow you to geo-target your keywords to that area. This will bring the local market to your doorstep on non-local keyword phrases. This can be hugely profitable.
Not Continually Monitoring Your Campaigns
Alright, so maybe you do not frequently monitor your EPCs at the keyword level (you should). And, you don’t conduct split tests every day your ads are up (you should). It is still surprising that there are a high number of pay per click advertisers who don’t continually monitor their accounts. The big three PPC engines are cracking down on poor performing ads more than ever. Many advertisers are getting stung with the “Inactive for Search” label on their keywords. If you don’t monitor your accounts, Google, Yahoo and MSN may have plucked some of your keywords off their networks. And, with that, some of your profits.
The Terrible 10 of Pay Per Click Advertising is a lot to consider, but it’s vital for healthy pay per click campaigns. Whether you can actively manage your PPC accounts at this level or you need to hire a pay per click management company to do it, vigilance and precision can make a huge impact on your bottom line.
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Using everyday conversation to communicate with the subconscious mind of someone sums up what is conversational hypnosis all about. The desired results are achieved by motivational speakers who are able to mesmerize their audience using conversational hypnosis. It is practiced by advertisers, businesses and professional speakers who use tones and cues in a casual, unassuming way that will control the actions of those listening.
A hypnotist who masters what is conversational hypnosis has the power to manipulate fellow workers, friends, colleagues and family members. Using subconscious persuasion techniques, the hypnotist can watch as an idea is suggested and implemented without the subject ever knowing they were exposed to hypnosis. All it takes is a rapport with person, and then specific words and techniques can be employed to control the intended subject.
You will develop these techniques as you learn what is conversational hypnosis. Your friends and family will be unaware that anything unusual is taking place when you practice these new skills on them. In fact, they will be utterly oblivious to what is conversational hypnosis and the trance that will be woven over them through the power of verbal suggestion.
Marketers, copywriters, and salespeople will find that what is conversational hypnosis especially useful for is the power of suggestion. It will allow you to subconsciously instill your audience with the confidence and motivaiton to purchase your product. You will also be able to foresee how your clients will behave even before they act.
In case you have a particularly difficult time communicating well or don’t do well at establishing interpersonal rapport, you might want to find out what is conversational hypnosis and how it can help you.. Actually, it could make you much better at person-to-person interactions and make those you care about feel you are a force to be reckoned with. This safe, easy hypnotism technique can totally alter the quality and content of your exchanges with friends, relatives, co-workers and employers.
Conversational hypnosis infiltrates modern advertising, sales letters, and marketing campaigns, and is much more common that most people realize. The power of persuasion hypnotizes the audience and appeals to human emotion. Influencing human behavior by using the power of language is generally what is conversational hypnosis focused on. Conversational hypnosis techniques rely on the fact that words can be powerful. You will see your relationships improving when you use the power of words more effectively.
Conversational hypnosis can be a great way to overcome issues in relationships and to improve your standing in your career or business. By using what is conversational hypnosis in your daily interaction with others, you will find that your communication skills will skyrocket and help you achieve your desired results.
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Hold a discount sale on your web site. Use the sale to get rid of excess inventory, gain new or repeat customers, and increase your sales. Most businesses pick a theme for their sale, like a Halloween Sale. Below are six unique sales themes you could use:
Nobody’s Visiting Today Sale
Every online business has low visitor and sales day through the week. My days are Tuesdays and Thursdays.You could sell your products or services for cheaper to increase and sales on your slow days. You could have this advertised right on your web site.
Time Of The Day Sale
Periodically , pick out a time of the day like 5 to 7 pm to lower your prices. With online sales you need tell people the time zone. Announce your scheduled times ahead of time in your e-zine. This will give people enough time to plan when they will visit your web site.
Product Or Service Of The Day Sale
Each day offer different product or service at a lower price. This will draw people back to your web site everyday. This is a high traffic generating sale. If you don’t have a lot of products and services you may want to run the sale weekly or monthly.
Niche Group Sale
Hold a sale for a niche groups of people. Students, senior citizens, single people etc. This really works if your introducing a new product or service for the first time to a new target audience. Announce your sale in a targeted e-zine, e-mail discussion groups, message boards, etc.
Holiday Or Seasonal Sale
Offer lower prices on holidays and during seasonal changes. These type of sales let your visitors and customers know your no scrooge. Be creative and go as far as decorating your web site. You could upload holiday and seasonal graphics. Change the color of your text to match. Get in the spirit!
Get More For Your Money Sale
Give customers more products or services for their money. People relate these kind of sales to getting a bargain or saving money. You could offer a buy one get one for half off sale, a buy two get the third one free, two for the price of one sale, etc.