When it comes to images, we know that color pushes the needle when it comes to motivating buyers. A picture of a juicy hamburger topped with bright green lettuce and ripe red tomato is far more compelling than the same image in black-and-white. So why should we be surprised that color in your marketing and […]
Incentives can be critical to getting people to respond to your marketing offer, and not every incentive will motivate every buyer. The two have to be properly matched. Do you put as much thought into the incentive as you do into your list, your creative, and your message? Does the value of the incentive match […]
Want to make your marketing campaigns the most effective they can be? Be sure to hit all of the key marketing components. Most marketers know the importance of the list, the message, and the offer, but there are other components, too. Here are nine “must haves” for any marketing campaign. How many do your campaigns […]
It would be great if everyone who responds to a print or email contact would make a purchase right away, but they often don’t. Even when people don’t convert right away, don’t assume that’s a dead lead. It just might need nurturing. According to Brian Carroll, author of Lead Generation for the Complex Sale, up […]
If you want to sell a kid a toy, invite him to play with it in the toy store. Once the child pushes the buttons, pulls the levers, and engages the gadgets, your chances of making a sale go way up. The same concept applies in print. When people receive printed pieces that encourage interaction, […]
Ever wonder what your customers really think about you? Instead of guessing, it’s a good idea to ask. Customer surveys sent by direct mail, email, and online can give insights that make the difference between steering the company in the right direction and missing the boat. Research shows that there is a huge perception gap […]
What does it take to create customer loyalty, the kind of commitment that makes customers stick with you, even when your competitors become more aggressive, and price competition intensifies? Here are some tips from the experts. 1. Profile your customers. Customer bases are not homogenous. They are made up of different demographics, with different needs […]