November 23, 2014

The Art of the Sales Letter [Infographic]

Writing a Sales Letter

 

These masters of persuasion perfected the art of the sales letter starting in the 19th century with copywriters like Robert Collier and Leo Burnett. Along came such greats as Claude Hopkins, David Ogilvy and Joe Sugarman to perfect the art of the sales letter. Hear what the masters of persuasion had to say about crafting a winning sales letter — apply this wisdom to your landing pages and other offers.

The Art of the Sales Letter

Think Your Product or Service Has What it Takes to Appeal To Millennial Moms?

MomsGot a product or service that you think would appeal to Millennial Moms?  Do you know that, among other things, this demographic is looking for ways to simplify their busy lives?   Check out Weber Shandwick and KRC Research’s infographic that explores this target audience.

MillennialMoms_Infographic

A full study can be found here: http://www.webershandwick.com/uploads/news/files/MillennialMoms_ExecSummary.pdf

Five Things NonProfit Organizations Need to Know About Millennial Donors (Generation Y)

Millennial Donors (Mobile Device)

Image Courtesy of Stuart Miles

 

Nonprofit organizations face a multitude of challenges, not the least of which is finding enough financial supporters to keep them solvent.  Recently, however, an even greater challenge has surfaced – understanding and engaging a new and increasingly essential community of potential patrons – generation Y contributors, also known as millennial donors (i.e., 20 to 35-year-olds).  If you’re developing a marketing strategy for a nonprofit organization, then charming millennial donors is paramount to your success.  Listed below are 5 ideas to keep in mind when attempting to understand the mindset of this important group:

1.   Studies show that social media is the majority of millennial donors’ preferred place to research causes, receive updates on their charities of choice and to organize their friends to give to their favorite causes.

2.  Seniors donate. Millennials invest. Generation Y is of the mind that their donations are investments.  Therefore, they demand results.  They are more than happy to give money, but results must be measured to ensure their donations are making an impact.  Like any other investment, they still want to see ROI.  Generation Y wants you to be specific in how your organization plans to use their donation.  If your nonprofit has a guide that explains how their support will make a difference, mention that in your copy. In addition, they expect you to be candid about your organization’s financial condition.

3.  Highlight innovation and emphasize your nonprofit’s social entrepreneurship.  Demonstrate your charity’s potential to scale. Show your results in numbers.

4.   Millennials dedicate most of their generosity to education, human services, arts and culture and faith-based causes.

5.  Trust plays a huge role in the millennial giver’s motivation, especially when it comes to the organization’s leadership. However, it’s important to note that, contrary to some marketers’ beliefs, very few millennials are motivated to give by celebrity endorsements. Transparency is a key factor in trust.

This huge generation of millennials is vital to the nonprofit world.  Taking the time out to closely study how they think and behave is crucial.  Something as, seemingly insignificant like knowing that many millennials said they would be likely to give if they could increase their impact by seeing their donations matched by another donor, could make a huge difference in the success of your fundraising campaign.  Take nothing for granted.  Millennials are generous, but are a different breed of philanthropists.

Google

Want to Create A Winning E-mail Marketing Campaign? Make Sure You Grasp the Basics of Email Marketing First

email marketingSeventy-seven percent of small business owners report that e-mail marketing increased their revenue and that $1.00 spent on e-mail marketing $40.00 in revenue.* Many businesses are smartly discovering that e-mail marketing can be a vital part of their business.  It’s a great way to keep in touch with customers and to invite them to special deals for your freelance services (or products, if you have any). The information and tips in this article will explain some of the practices you should engage in or avoid to ensure the success of an ongoing e-mail campaign.

1. Rather than purchasing or renting a mailing list, build your own from the ground up. You can do this by including opt-in forms on your website or blog, gathering business cards at conventions or other industry events, and encouraging your subscribers to share your e-mails with others, which can garner even more subscribers. Of course, I would suggest creating a downloadable piece of content, preferably with instructional information that your target audience will find of value to them. The idea is to trade your free content for their e-mail addresses.

2.  Always get permission! Unsolicited e-mail is not welcome, and in certain cases, can get your ISP blocked. The last thing you want is to be branded a spammer.

3.  Be especially careful when crafting your first three e-mails to new customers. A new customer should get an introductory e-mail inviting them to join your marketing list. Once they accept your invitation, the next e-mail should tell them about discounts or special offers they can expect to get now that they’ve signed up. The third e-mail should contain their first newsletter and their special offer.

4.  Make certain that it is easy for your recipients to opt out of receiving further e-mails. Not having a way to opt out can cost you customers since some of the people who wish to opt out might like your business and your products. They may simply wish not to receive e-mails. The process that you put in place should include asking for feedback as to why they are opting out. The information you receive can help improve your campaign.

5.  Try to make it as easy as possible for customers to unsubscribe from your e-mails. By not making it simple, they will feel like you are being too pushy and may be turned off from your product or business. Give them the option to opt out from some of your e-mails or all of them.

6.  Everyone knows that e-mail filters are getting more and more strict. Graphics and other things included in e-mails are blocked out, so a reader might not even see what you are trying to say. Therefore, a good piece of advice is to use plain text with a hyperlink to your site.

7.  Utilize engaging e-mails and target customers who are inclined to use or share knowledge about your services. Make sure you are also soliciting feedback from them. Getting feedback from targeted customers is key to knowing what you can do to make your marketing strategies even stronger and more effective.

8.  What worked for you before might not work for you the next time around. That is why it is vital to always look into new e-mail marketing strategies. Learn from others in your business niche, and always try out new methods to add to your arsenal of what works for your business.

It is a well-known fact that the use of the Internet has opened up an entirely new way for businesses to interact with customers. E-mail marketing is one of the most effective ways to keep in touch with loyal customers and to reach potential customers. Use the techniques and tips from the article above to create an e-mail marketing strategy for your business.

*Aweber Communications

Copywriting Defined – An Infographic Clarifying Copywriting 101

I came across this infographic while doing some research for a project.  The credit goes to ABC Copywriting, a UK copywriting outfit.  If you’re trying to wrap your head around the concept of copywriting and you just don’t get it, you’ll certainly get it after reading this. Reading this is like learning copywriting 101 in an online marketing program.

Great job ABC!

Copywriting Defined - 101 - Infographic

 

 

How a Copywriting Niche Can Help You Make More Money

Target Audience

I recently came across a video that cogently explains the advantages of having a copywriting niche. Take a listen.

 

There are always numerous ways to make money in the field of copywriting and the choices are growing by leaps and bounds, but niche marketing certainly gives you a leg up when you strive to become the “go-to” writer in a specialized area.

Don’t Be So Quick to Dismiss Marketing by Direct Mail

Despite the prevalence of digital marketing – forums, podcasts, social media platforms, linksharing, the blogosphere and e-mail – many B2B consumers still prefer direct mail when it comes to marketing messages. For freelancers (especially newbies) direct mail may be something you should consider including in your B2B multichannel marketing strategy when marketing to prospects who are not inclined to open emails from senders they don’t know. Many recipients, even when they do know you, don’t even bother to open their emails because they get so many of them. This makes direct mail a nice surprise, sometimes even a welcome surprise.

Infographic about Direct Mail

One thing’s for sure, as a freelancer, you’ll certainly stand out, since freelancers’ promotional and marketing collateral is almost never sent via traditional mail anymore. That alone makes your sales letter or postcard stand out.

What’s more, you don’t need permission to send it.

 

 

 

 

Postcards Postcards“Postcards are an excellent way to increase sales with high-quality, targeted marketing. Use them as direct mail to stay in front of your customers and prospects with quick announcements, special offers and more. Design and customize postcards with your logo or photos, or you can choose from our wide selection of templates tailored to your industry. VistaPrint postcards are printed on heavy card stock and come with matching envelopes. Get high-quality, full-color printing on the front and back of your postcards and try our Postcard Marketing service ? where we print, address and mail your postcards for you. Like all VistaPrint products, you can create your postcards in minutes and receive them in as few as 3 days.”






Infographic provided by: B&B

There Really is a Content Marketing Crash Course with More Value and Info than You’ve Ever Dreamed Of

Content Marketing - SEO sign board

Are you sick of saying “This year I’m going to increase my revenue,” but still haven’t figured out a way to do it? Is being in a better financial situation than you were in last year on your list of personal goals?

Making more money in your small business than you did last year is quite possible. The answer is to find a way to dazzle your prospects, wow your customers, and bowl over competitors. The answer dear readers, is content. Content, as you may have heard, truly is king, and MarketingProfs University’s Content Marketing Crash Course will give you a hands-on plan for creating lead-driving, business-building content that connects with customers, again and again. You’ll learn everything from what changes to make in key marketing efforts, like customer engagement, to how to create content that drives sales.

 

Register Now

For each class, you’ll have access to:

• the class lecture (streaming media)

•the slide deck (PDF)

•the audio track (MP3, so you can listen to the lectures on other devices)

•a transcript (PDF)

•and a “cheat sheet” (PDF)

In addition to the above tools, as a Content Marketing Crash Course student, you’ll also receive close to $1,000 in FREE course materials and More!

There aren’t many places where you’ll get practical, information-packed, real-world, proven tactics with expert guidance from a leading and respected marketing authority in a crash course.

The Kickoff class broadcasts December 6, 2012

Register Now

 

 

 

 

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Copywriting on Tight Deadlines

Rush

In this Web clinic replay, Dr. Flint McGlaughlin teaches how to write copy that doesn’t need to be flashy to work.  He walks through a step-by-step framework for consistently writing effective copy that’s honest and clear.

 

 

 

 

 

 

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These Blogs and Their Comments Reveal What’s On the Mind of Your Target Market . . . Making Them Tick or Ticked Off

As copywriters we are occasionally tasked with writing for a particular demographic.   I always recommend that when you are trying to understand the mindset of a particular target audience, it pays to visit blogs and blog/magazine-styled online sites to gain some insight into the demographic profile to which you want to appeal.  People are more candid and raw when shielded by the ether – emboldened to tell you how they really feel.  Listed below are some of the leading blogs for various target segments that I would suggest you definitely check out if they represent a group for which you are crafting copy.

Target Market

Targeting Moms

Finslippy

She is known for making even the most ordinary aspects of motherhood riveting. She utters what most moms think, but are afraid to say.

The Bloggess

“I write for Good Mom/Bad Mom on the Houston Chronicle, but I needed an uncensored space to say the f-word and talk about ninjas so I started this blog.”

Dooce

Talking a lot about poop, boobs, her dog, and her daughter.

 

Targeting Hispanics

Being Latino

In a unified voice, being Latino is a communication platform whose purpose is to educate, entertain and connect all people across the global Latino spectrum.  They endeavor to break down barriers and foster unity and empowerment through informative, thought-provoking dialogue and exchanging of ideas.

NewLatina.Net

New Latina offers relevant and smart content on personal growth and career advancement, primarily by its creator, a Latina psychologist and life coach.  It’s an online destination for today’s Latinas who want more out of life.

News Taco

Innovative and insightful news, critique, analysis and opinion from a Latino perspective in a 24-hour world.

 

Targeting Health and Wellness Devotees

The New York Times Well Blog

This is a  a blog on the latest medical research and societal trends affecting ones health.

Good Health

Good Health cares about what works–what is sustainable, prosperous, productive, creative, and just–for all of us and each of us.

Dr. Weil

De. Weil’s blog helps its readers make daily, practical decisions about how to eat, exercise, handle stress and connect with others.

 

Targeting African-Americans

For Harriet

This is a blog dedicated to celebrating the fullness of Black womanhood.

Black and Married With Kids

This is the top independent marriage and parenting blog on the Web. It covers marriage, dating, relationships, parenting, reviews and more.

Black Informant

African American commentary, news and community building: engaging the culture by challenging the status quo.

 

Targeting Kids and Teens

New Tiger in Town

Like she says, Sophia’s blog focuses on the tiger in its natural habitat – her at Harvard U.  She also talks about Hemingway, hobbits and Chinese food.

Not So Nameless

The deliberation and rumination of a teenage girl.

Spencer Tweedy

The musings of a smart boy, who also happens to be a musician.

 

Targeting Earth Friendly Products Shoppers

Grist

The Grist blog is about community supported agriculture. Their readers support local food.

World Changing

This is an online magazine that covers tools, models, and ideas so that people can build better futures for themselves and their families.

Mother Nature Network

Mother Nature Networks is the leading resource for daily environmental news, green commentary and simple steps to save money, stay healthy, and support the planet.

 

Targeting Sports Fans

SB Nation

The audience of SB Nation engages in intelligent sports-related conversation around topics that matter to them and to the site’s authors.

Bleacher Report

The Bleacher report delivers all-inclusive and entertaining articles about sports teams and sports issues.

DeadSpin

“Sports News Without Access, Favor, or Discretion.”

 

Targeting Travelers

Nomadic Matt

He says, “Travel better, cheaper, longer.” I agree. This is an inspirational website/blog set up to show you how it’s possible to travel long-term without a lot of money.

Uncornered Market

Married couple, Daniel and Audrey, tell stories through the lenses of their photography team’s cameras. They travel, aiming “to connect the world through people, food and adventure.”

Christopher Elliott

A substantial blog I must say. It reveals the less talked about grit, the dirt, the unsung stuff and behind the scenes secrets you want to know (or may not want to know) with regard to traveling.

 

Targeting Baby Boomers

My Itchy Travel Feet

The boomer’s guide to travel.

Boomer Girl Diary

In her own words, Cathy and her blog are interested in life, love and laughs, menopause and men, good health and great friends, shopping and sex, travel, beauty & fashion and, above all, food . . . I mean, family, says she.

Baby Boomer Baloney

Phil’s posts are primarily about baby boomer hilarity. He finds the humor in music, trivia challenges, politics and a number of other areas.

 

Targeting the Affluent Set

Robb Report

This blog targets the readers of its luxury lifestyle magazine that features goods and services from cars to real estate to jewelry solely for the well-heeled aficionado.

Palm Beach Illustrated

This blog caters to one of the world’s most affluent and sophisticated audiences, covering captivating personalities, high-end fashion, international travel, fine dining, the social scene, exquisite interiors and culture and the arts.

JustLuxe

JustLuxe is a luxury publication that provides unbiased information and analysis to affluent consumers to help them with decision-making on everything from chartering yachts to buying real estate.

 

Targeting Entertainment Inquirers

Deadline Hollywood

Hollywood entertainment breaking news.

Huffington Post

Get breaking news from the entertainment industry and everybody’s opinion about it.

Hollywood Life

Your place for celebrity news, gossip and style.

 

Targeting Asians

Angry Asian Man

From his heart, Phil Yu with no filter, will tell you everything that’s wrong with everything in the media that happens to Asians. He has no problem keeping it real.

My Mom is a FOB

This blog is where you go to find comfort and support from the overbearing, nosy, narcissistic and, in their own words, fobby, mom.  You’ll either be offended for fobs, or you’ll laugh ’til you pee in your pants.

Hyphen

Driven by a passion for a more multifaceted representation of Asian America, because none existed, Hyphen’s members created the type of magazine and blog they wanted to read. It includes everything from fashion to politics; they vowed to go beyond celebrity interviews and essays about discovering their roots.

8 Asians

8 Asians is a blog written by a very diverse group of Asian-Americans and Asian-Canadians. They post and converse about the most relevant Asian issues in their lives from pop culture to politics.

 

Targeting Small Businesses

Linkedin Blog

As the world’s largest professional network on the Internet, this blog offers invaluable personal, professional and business advice, news, information, tips and random, yet insightful articles to its members.

Social Media Examiner

This blog is designed to help businesses discover the best ways to leverage social media tools like Facebook, Google+, Twitter and LinkedIn so that they can connect with customers, build more brand awareness and boost sales.

Small Business Trends

This is an online publication for small business owners and the folks who interact with them.

 

This is by no means a comprehensive list of the multitude of market segments, but it’s a start. Exploring these blogs, their internal links and their blog rolls (lists of their own favorite blogs) will take you deeper into the worlds of your particular target audience.

 

Happy Writing,

Stacey

 

 

 

 

 

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