Yesterday I overheard the 6AM broadcaster on NPR talking about what the venture capitalists would be looking for at the business show going on in San Francisco this week. The point he drove home, no big surprise, was that strategist who were coming up with ways to businesses do more…
Last monthI had the pleasure of lunching with Lisa Jones, the founder of http://www.eyemailinc.com. Eyemail is a different kind of email marketing company not just because of Lisa but because of the way the application works. As Lisa advertises, "ours can be the only message in your in box that…
Writing subject lines that catch the attention of your reader is a skill that not everyone can claim. And depending on the medium — direct mail packages, email campaigns or websites — the tactic can be completely different. But crafting a great subject lines can make the difference between capturing eyeballs and the round file.
Direct marketers have long known this and spammers caught on to this tactic quickly. Consider all of the messages that you used to open — before we all became SPAM savvy — about subjects that had nothing to do with the headline.
So today when you’re competing with spammers and all kinds of other mailbox noise, how do you increase your open rate? Return to some of the basics of copy writing while still be mindful of the new media intricacies.
Over the weekend I was reading Jantsch’s Duct Tape Marketing. He makes a number of really strong points that I’ll probably address later but the one that struck me as timely for today was the suggestion about how to hire a good marketing assistant. His suggestion was to pick someone who can write. While it seems fairly obvious that people who want to work in communications should be strong and comfortable writers, not all of them are. And once you get out of the communications applicant pool you’ll encounter even more people who claim an aversion to writing.
Being a strong and compelling writer makes you a good candidate for a number of positions and should just flat out be a requirement for any marketing communications position. If you can’t clearly articulate your message, don’t enjoy playing with words and find yourself compulsively editing copy wherever you go (a habit that makes my family nuts), don’t get a job in marketing.
The nuerosciencemarketing blog among others are very excited about the results of a marketing effort documented in Robert Cialdini’s Yes! 50 Scientifically Proven Ways to Be Persuasive. The point of the study was that personalization works. To test their theory, a survey was mailed under the cover of three separate letters:
1) A laser personalized printed letter.
2) A laser personalized printed letter with a handwritten message written in the margin, at top or bottom.
3) A laser persoanlized printed letter with a handwritten message written on a Post-It note that was attached to the letter.
So which configuration would compel you most to complete the survey? I bet you’re not surprised to find that:
When I finished grad school at FSU in 1991 the unemployment rate was also somewhere around 7%. Competing against experienced professionals for entry-level positions was extremely difficult. Today I find myself on the receiving end of those inquiries and feel compelled to share a few tips I wish somebody had told me 17+ years ago.
First of all, it’s all about your network. Experienced professionals and repeat job seekers know this but new graduates haven’t figured it out yet. While every person you meet may seem like a potential employer, you will be much better served if you figure out how to add them to your network first. Don’t ask them for a job. Ask them how they like their job. Learn about what they do and how they got there. Find out who they talk to, sell to, buy from, partner with and even hire. And then ask them to refer you to three associates who work in your targeted field. If you have enough of these conversations, you will ultimately network your way into a position.
When I first started buying printing, we'd get a proof with everything we ordered. The customer always hated paying for the proof but it was the only way we had to confirm that the Quark file submitted (usually on an iomega tape at that time) was in order and that the…
A recent study by MailerMailer found that overall consumers are opening fewer marketing emails. This shouldn’t come as a surprise to anyone, especially given the quantity of wanted and unwanted email that an individual user receives each day. But the truth is that we’re not going to stop sending it, we’ve just got to get smarter about what we send.
When you figure that an average email gets 5 seconds to catch the attention of the user before they delete it (a handy stat provided by the folks at Strategic Fusion when they are calculating time saved using SPAM filters), it becomes increasingly important to make the message easy to view and compelling to read. Beyond really compelling subject lines (a must have if you want anyone who doesn’t already know you to open your message), the next thing to consider is compelling and easy to view content.
Good PR Clients make themselves available when their agency or the media call directly with a question. If getting quoted in articles is part of your strategy to boost the image and credibility of your organization, you've got make yourself available when these opportunities present themselves. It is OKAY to…
48 email messages filled my box when I returned from my morning meetings. Guess which one I read first. Not the one from my most favorite client, my spouse or an important vendor. It was the one with the most compelling subject line.
Composing subject lines is an art form that shouldn’t be but often is relegated to an after thought. Over and over clients spend cycles composing compelling and informational email marketing messages only to throw something into the subject line at the last minute. We’re even worse when composing individual messages, not giving enough thought to the reference or motivation necessary in the subject line.