But now, it's back to business and today, I'm going to answer some questions submitted my loyal "dee-votees":
Q: Last week someone asked about the difference in results someone gets with a full page ad as opposed to a half page ad. He wanted to drive people to his website using print advertising. You talked about driving people online using offline methods but you never answered the question about full page vs. half page.
A: Sometimes I answer a more important question than the one that was actually asked! In almost every case, a full page ad will out perform a smaller ad. However, it all comes down to which size ad is making more profit. It doesn't matter how many leads you get from an ad, it's how much money you put in the bank. Vincent James in his landmark book, "How I Made $77 Million In 2 Years - And You Can Too"(www.77milliondollars.com) talks about the folly of response percentages in direct mail. Response percentages mean virtually nothing. It's all about return on investment.
Q: I own a small family restaurant. How can I get people to pass by the big chain restaurants and come to mine?
DD: It makes me sick when I see the big restaurant chains packing hoards of people in and serving them inferior food,while the independent guy struggles. But, the big chain is usually doing some form of marketing while the independent guy is waiting for people to come into his restaurant.
The answer to your question is simple: Do a direct mail campaign to a targeted market in your area. (Note: I did not say send out one postcard or place one ad in Val Pak.) In"Your Marketing Department In A Box," there is a brilliant, copyright free marketing campaign you can uses. Get it at:http://www.davedee.com/box
Q: Does your company print the envelopes with the postage stamp and the typewritten as opposed to printed name, address, return address, etc?
DD: You're talking about the difference between A-Pile mail (personal, hand addressed) and B-Pile mail (mail that does not look like it's personal mail.) Some gurus insist you should only use A-Pile mail. That's wrong. In fact, most tests show that B-Pile mail out pulls A-Pile mail.
Case in point, I just did a mailing with the front and back of the envelope filled with teaser copy and metered postage instead of a live stamp. It looked like "junk mail." But that mailing is pulling a 4% conversion rate and is being mailed to a cold list. 4% is pretty darn good.
The answer is to test both and see which works better for you. If you are going to go with B-pile mail, you better learn copywriting or hire a copywriter. In "Advertising Magic " there are lots of examples of both A-Pile and B-pile mailings. Check it out at http://www.davedee.com/admagic
~Dave Dee
No comments:
Post a Comment