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Awesome Brief ~ the Myth Busted

Awesome Briefs ~ Myth Busted

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10-steps to 3-dimensional mailers that outperform

Do you wish to break the clutter? Are you trying to create a new market opportunity in an already saturated market place? Or simply trying to reach hard-to-get audience and make them sit-up and listen to what you wish to say? Then simply send your prospects a 3-dimensional mailer. Although a powerful tool, 3-dimensional mailers can be expensive, hence ROIs can be a challenge Here are some tips that will ensure maximum returns to your investments.

Tip 1: How aware is your prospect?
Familiarity with your brand is extremely important for your communication to work. Studies have shown a drastic increase in open rates, if the prospects knew the brand well. Hence, sending your prospect the best piece, the very first time may not actually yield the results you are looking for. Build brand recall first and then use your ultimate weapon to drive sales.

Tip 2: Zero-in to your prospects
The real deal behind every successful direct mail is the insight you have about your reader. Using keywords and personalization can trigger a prospect become a hot lead. Try to know what your prospects are looking for and if your communication piece can help them know how they can get it, you can surely turn him into a customer.

Tip 3: Your USP holds the key
Start by focusing on the products’ Unique Selling Propositions (USPs). The USPs can act as great triggers to creative thinking.

Here’s an example, we were to promote a new offering by a popular business phone brand, a 24x7-doorstep service for high net worth customers. The prospect was to call a number to avail this service. Considering this insight and knowing that the customer is a high-end business executive, we decided to send a classy cardholder with the helpline number engraved on it to the prospects. We added a modified business card with the helpline number, only to help him retain the number, even if he does not use our cardholder. This ensured that our business executive would always find help when he needs it most.

Remember, each communication should try to enable a relationship with the prospect. No matter what, a brand can only survive in a user's mind if he/she has some kind of association with the brand. Make sure your tonality enriches/welcomes the prospect to a lasting customer-brand relationship.

Tip 4: Curiosity bells the cat
Studies show that the open rates of a mailer are in direct correlation with the sales carry-through. So, if you are able to make your mailer intriguing enough to get it opened, you are half way through.

Tip 5: Size does matter
Large, odd-sized 3-dimensional mailers or mailers that appeared to have come via courier services to convey urgency, fared far better than the normal Post. Focus on creating an unusual mailer with a thought provoking execution that presents your offerings in the most relevant manner.

Tip 6: Create experiences and not communication pieces
3-dimensional mailers are great engagement tools and should always aim to create a memorable experience. If you are able to create an experience around the prime benefit, you will surely get a very positive response from your prospects.

An automotive manufacturing company had refurbished their brand image. They wanted to communicate this to their various stakeholders while reinforcing their new brand ideology. The stakeholders were sent a bottle of wine and we related the change in the organisation with the aging of wine, taking care of the apprehensions of the various stakeholders by saying that we are maturing to newer dimensions. The idea created a positive impact about the change and helped improve the brand impact.

Always try adding more to your overall package. Add a brochure, a lift note or a buck slip and improve engagement in your mailers. If you are trying to sell a product, adding a sample makes a lot of sense. But, remember that by just adding a sample you cannot guarantee that your prospect will actually go and buy your product. Always remember to prompt a sale by including discount coupons. I had once done a mailer for a Classical CD Pack that had 8 creative pieces in one box, the more the merrier.

Tip 7: Focus on the takeaway
Always focus on the results while devising your mailer. Add a compelling offer that ensures a better response. A sure shot way to improve responses is by sending an element, which is incomplete. When the prospect responds, the other half of the element is delivered. It is a great way to improve leads if not buying. It could be as simple as sending a chess board with only the queen, that demonstrates dynamism of your product and then asking the prospect to call a number for the other pieces, hence creating a chance for a dialog.

Tip 8: Will it really work?
Make sure that you do not overlook the production aspects of your mailer. This is one of the most important factors while devising a dimensional mailer. Here, an experienced production house can help you ensure that the gimmick works, when your prospect opens your mailer. Test your mailer before you actually send it to your prospects. Take all possible steps to ensure that the contents reach your prospects in an ideal state.

Tip 9: Testimonials still work
Including customer testimonials is a great way to improve your credibility and can help prospects see what the product can do to their lives, even before they use it. Always include any third-party endorsements, accreditations that help build trust in your brand.

Tip 10: Call for action
Please remember to put as many choices to respond as possible. Provide toll free numbers, fax numbers or let your prospects ask for your product via a simple SMS. Present your website address and even an official e-mail address to help your prospects clarify all doubts before he buys your product. Helping your prospects to engage in a dialog will certainly help you gain greater chances to close sales.

Here’s wishing you the very best and hoping that you get the biggest bang for your buck!

10 steps to writing persuasive brochures

A brochure is a factual support to your sales pitch. Typically, there are four types of brochures. Knowing the point when your readers are exposed to your brochures you can go a long way in writing compelling copy for your brochure. Following are the various types of brochures:

Direct Mail Brochures:
As a part of the Direct Mailer, a brochure acts as a factual support to your sales letter. Arm your brochure with features, benefits, comparisons, and proofs. Your brochure should lend credibility to the product offerings and persuade your readers to buy the product offering.

Leave behind brochures:
As the name suggests, your reader will read this brochure after meeting a sales representative of the organisation. Typically, your brochure should be more detail oriented. The only reason your reader is reading the brochure is to clarify any doubts and further understand what is in it for him.

Point-of-Sale brochures:
These brochures are kept next to the cashier’s desk at the bank or a supermarket. Try to create curiosity and then get onto explaining all the details.

Follow-up brochures:
These brochures are response brochures, which are sent after your reader has shown interest in your offerings. As your reader is already aware about your product, all your brochure has to do is create an emotional appeal to your readers with impactful information and powerful testimonials that can persuade your reader to act now.

No matter at what point of time the reader reads a brochure, its primary purpose is to persuade readers to buy the product offerings. Here are the 10-steps that can help you create brochures that sell every time.

Step 1: Create a dialogue with your reader
Identify your audience and write directly to them. Show them that you understand what they want, and their concerns, and address to these issues. Understand what they are thinking, before deciding to make the purchase and answer all their worries through your brochure.

Step 2: Create instant excitement
Write a cover line that creates intrigue in your reader’s mind; make them want to open the brochure. Compliment the copy with exciting visual that supports your main benefit.

Step 3: Develop your story
Always remember if your readers are reading the brochure, they are quite serious about your product. Write meaningful information that helps your reader to decide and buy your product offerings rather than just bogging them with information.

Start by creating a broad outline of your brochure’s copy. Prioritise your points and maintain a conversational tone to say exactly what your reader wants to read. To simplify your copy, use illustrations and charts.

Step 4: Create headlines that pull
Meaningful headlines surely make the difference. Always elaborate the unique selling points with clear yet compelling headlines. Be very specific while writing your headlines. Instead of saying, “Product A will do this for you”; you should say, “Now simplify your life with Product A.”Always remember, if the headline answers your reader’s doubt, he will surely try to read the copy to know how.

Step 5: Design your brochure to sell
The layout should be clean and professional. Your brochure needs to be a visual treat for your reader. Optimise your copy with exciting images, illustrations, charts, tables, and diagrams. Exemplify your prime benefit and show how the product offering can change the readers’ life, for the better.
Never use more than three fonts in your brochure. Your name and logo should be prominent but not dominant in the brochure. Always include an address panel on the back cover.

Step 6: Watch your tonality
Talk to the reader, focus on his problems, and build rapport before you try selling your product.
Never use industry jargons, instead tell him how your offering will meet or even exceed his expectations. Answer all his questions in an uncomplicated yet personal tone.

Studies suggest that most people look at the front cover, then the back and then flip through the middle to see if the brochure contains the information, they are looking for.

Follow the reader’s eye and your reader will find your brochure more useful and will continue reading.

Step 7: Create copy that makes reader turn pages
End of every page is an excuse for your reader to close your brochure. Write compelling copy that excites readers to read on, until the last page.

Step 8: Add a guarantee for guaranteed responses!
A guarantee always increases readers’ confidence in your product offerings. It is surely a great way to boost your response.

Step 9: Add credibility with testimonials
Always add testimonials as they easily create trustworthiness of your product offerings. Studies suggest that when testimonials are clubbed together, they create a better impact than the ones spread across your copy. So, always put testimonials together, very near to the call-to-action.

Step 10: Simplify response mechanisms
Make your response mechanism as painless as possible for your reader. Include toll-free numbers, premiums, and deadlines to make your reader act now!

I am sure, using these simple yet effective tips, you can surely create brochures that can persuade readers to buy your product offerings. Here’s wishing you all the very best!

10-step formula to write highly effective Sales Letters

Sales letters are perhaps the soul of your Direct Marketing communication piece. Inherently, readers have a close affinity to reading letters. The kind of personal, one-to-one conversation you can have with your reader makes the Sales Letter one of the most powerful tools in selling your products/services.

So, let us now focus on how you can create Sales Letters that can boost your sales. To do so, I present a 10-step formula that guarantee maximum revenues:

Step 1: Do your home work before you begin
Get inside the mind of your reader before you write the communication piece. Understand the tonality and mannerisms, how the product is positioned in the eyes of the reader. Ask questions about the product, read reviews, the organisation's website, and their ad campaigns. If possible, read their previous Direct Marketing Communications.

Create a reader profile and address their physical and emotional barriers while devising your communication piece. Make sure you know what needs to be emphasised and illustrated. Create a list of the apprehensions your readers might have while deciding to buy the offering (both physical and emotional). Your checklist will help determining the effectiveness of your Direct Marketing communication piece.

Write unrelated key paragraphs on the products/services with a special focus on the features and benefits. After enumerating all that is important, I suggest you cut and paste the paragraphs in accordance to their importance. String these paragraphs with creative ideas and Walla! The body of the letter is ready.

Step 2: Adapt your DM piece according to your reader
David Ogilvy, in “Ogilvy on Advertising” said, “The eye is trained from an early age. Move away from what the eye is used to, and you stop readership.”

Understand your readers’ reading behaviour. If you are writing business-to-business letters, keeping explanation of the products/services in the brochure makes more sense. Determine the size of your letter, plan support communication pieces, like a small brochure or the price sheet.

Make sure you add a reply mechanism and explain what your reader should do after reading the whole communication piece in the letter itself. Write the reply mechanism i.e. the order form first.

Step 3: Make a statement in your headline or Johnson Box
Grab reader’s attention by promising the most important benefit in the headline. Promise the most important benefit to your readers in the headline. It is then very easy to relate the prime benefit with your prospects’ life. Headlines set the mood and tone of your letter, so make you have a clear benefit statement.

Step 4: Talk one-to-one
Start your letters with a polite but personal tone. “Dear Name Surname” makes more sense than “Dear Customer/Dog Lover.” It makes the reader feel as if you are talking directly to him.

Step 5: Follow-up smartly
Study has shown that your lead paragraph can make all the difference in your audiences’ response. Ask a question; make a statement or do anything to make the reader feel you know their problem. When asking a question, try not to ask a question that can be answered with a simple “yes” or “no.” Whatever you do, make sure that you are able to involve your reader quickly and efficiently.

Step 6: Entice readers’ senses
Hit an emotional cord or tell an interesting story but do get to the point soon enough. Let the reader know exactly what he will get. Highlight the features and benefits. Studies suggest that small paragraphs with catchy headlines improve readability of letters. Demonstrate how your offering can make the reader’s life better and motivate him to “Act Now!”

Answer their queries and help your readers to overcome physical and emotional barriers to buy the product. While devising the paragraphs I would suggest a problem-solution route, where your paragraph starts by discussing a problem and shows the product as the solution. You may conclude with an emotional touch e.g. "It’s just another way of assuring that with us by your side, you are always ready for life’s unexpected surprises."

Step 7: Ask and answer the final question
Lead your reader into the finer points of the offering. After enumerating the features and benefits, you need to ask and answer the final question e.g. “You may now ask how I can possibly do all this? Here’s how…”

Make your decisive move with testimonials. Reinforce the features and benefits you have mentioned above with crisp customer testimonials, e.g. “You do not have to take my word for it. See for yourself what our satisfied customers have to say…”

Step 8: Always recap
Briefly describe the prime features and benefits while focusing on how they solve the reader’s problems e.g. “Here’s what you get…”

Step 9: Go for the kill
Boldly state how your offering can save valuable time, or positively affect the bottom-line of their businesses. Make the value-to-cost relationship as clearly and crisply as possible.

Then state an offer price with a stipulation. Tell your reader to respond by a deadline and get a special discount/offer. Stop as soon as you are done with selling. Make an emotional appeal and sign off with the call to action.

Step 10: Hit hard with a Postscript
People generally like to know who is writing to them. So, they always glance at the signature. Due to the close affinity, postscript is an essential element of a good sales letter. Even if your reader may choose not to read the entire letter, but research indicate that he or she may take a quick glance at the postscript. That’s where you can catch your reader’s attention!

Write a relatively short postscript while clearly mentioning the prime benefit, a summary of the offer, a reminder of the deadline or anything that you feel is perfect for this prime spot.

Follow these simple steps to write effective Sales Letters that surely promise higher responses. As always, your comments and suggestions are extremely precious, please do share your thoughts.

Practical tips to write envelopes that get ripped apart

Envelopes are really the unsung hero of direct mailers. Just because of their short life, envelopes surely miss the credit they truly deserve. Some argue that just a logo at the sender’s panel is all that you need to create magic. I feel it is not even half the truth. Envelopes entice, excite, and engage your readers. Envelopes are like entrée to a feast: your Marketing communication.
Honestly, if your envelope is not exciting enough, your perfect communication piece will stand totally wasted. So, here are a few ideas that can help you create envelopes that will surely be opened:

Stick to the benefit
No matter what you think, the first thing your client and more importantly your audience would like to read is the reason why you are writing the communication. So scream, if necessary, why your audience should open your envelope and see them actually do that.

Create urgency
Create desire by bringing urgency in your envelope lines. Impactful words like Act Now, Limited Period Offer inside can make all the difference. Deadlines always induce action, so use them but judiciously.

Keep it simple
You may not be the only one wowing your audience. Simplicity does not mean you cannot be creative. Make your envelopes easy to understand. I mean No clichés, No cleverness, No bantering of words.

Teasers work
Tease your readers; excite them to open the envelope but never overdo it. Talk to prospects, relate to their interests, and make them feel special. Tell them there is something inside that will make their life easier or something exclusive. Create excitement with impactful words like Introducing, Discover, and New.

Hit where it hurts
Our impulse to improve ourselves makes this your biggest asset while writing your envelope lines. Focus on the needs or wants and show the way to quickly and easily achieve the same.

Ask a question
Be direct; ask a question that directly involves your reader. Please do make sure that the question is directly related to your proposition, being clever or casual will only agitate your reader. Your reader should be able to answer your question in a simple “Yes, I want to know more” or “I am not interested.”

Idiot proof
Tell your reader exactly what he needs to do. Words like “See/look inside for details” “Open Here” make sure that your envelope line is read and acted upon.

Add visuals that create desire
Crank up the excitement with exciting visuals of your product. Create the excitement but never fill every inch of your envelope with benefits etc. Too many words only create chaos. 6 to 7 words on your envelope are all you can expect your readers to skim through and decide to open. Writing more only adds to the clutter (remember the stamps and the usual chaos by our courier boys).

Watch your tonality
While writing, remember your envelope should look like a personal request not an advertisement. Your tone and mannerisms while writing the envelope should be very professional and stick to a pleasant tonality. Never act as if you know them because you really do not know them.

Your envelope sets the flavour of the communication and is surely the key determiner of your success as a Direct Marketer. I hope to hear what you would like to say on this, so please do share your thoughts.
Cheers!