3 Reasons Quality Content Is Crucial to Your Internet Marketing Plan

While much of the business world has adopted the internet as its primary marketing outlet as opposed to print pieces, the importance of quality content has remained the same. Quality content is crucial to your internet marketing plan for a few reasons.

Websites require content. While a flashy website with slideshows and moving icons is fun to look at, websites still need quality, written content to draw the readers in. Just as with print pieces, the content needs to educate and inform consumers. Then, it needs to persuade them to buy. Graphics and photos are nice, but usually they are not the reason consumers buy the product or service. Instead, it’s the written content that drives the sale.

Article Marketing is all about content. In order to make the sale at all, traffic needs to be driven to your website. That’s where article marketing comes in. Article marketing is a form of free advertising in which you write and post articles on article directories on the internet. As consumers search for topics related to your product or service, they are directed to these articles which, in turn, direct them to your business website. Article marketing offers a couple of benefits. First, it’s relatively inexpensive compared to other forms of advertising. There is usually little or not cost associated with posting to the directories. The cost to your business would primarily be in paying a professional writer to write the articles and post them for you. Secondly, the traffic these articles will direct to your website is targeted traffic. That is, these consumers were actively searching for information related to your product or website. They are much more likely to make a purchase from you.

Content dictates your search engine rankings. Graphics optimized for the search engines: Content should not just be written well. It should also be optimized for the search engines so your website gets a higher ranking. Optimizing content for the search engines requires some research and knowledge about how to find keywords and determine which keywords are being searched for and how to incorporate those into your article marketing plan and into your website content.
Quality content should be custom-written and researched to your business’ specifications and needs. It should be well-written and free of grammatical, spelling and mechanical errors.

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7 Essential Keys to Successful Internet Marketing

There a 7 Essential Keys to Successful Internet Marketing that I cover in this article here today.

The first thing I want to let you know is that working from home, and becoming a network marketer is not as easy as people say it is. It is very challenging; you have probably always worked for someone else. Therefore someone always told you what you had to do. Well, now you are the boss, you are the one who is responsible for making the decisions on what has to be done on a daily basis.

The most important thing that you have to do is “revenue producing activities.” This can be writing articles, posting them on directories, or on your blog, social media, making video’s and placing ads whether free or paid. This is the only way you will make any money online. You need to drive traffic to your website.

So the number 1 essential key to becoming a successful internet marketer taking action on a daily basis.

Number 2 is getting the right mindset, lots of people do this differently, I like to start each day out with meditation and during this time I use affirmations to help get my mind ready to take action. You must train your mind, or you will fail miserably.

The 3rd Key I am going to give you is to take care of yourself, by this I mean, eating right and getting some sort of exercise everyday. It may only be a walk, hitting the gym or perhaps yoga at home. You will be sitting in front of your computer for hours, so remember to always get some sort of exercise in at least once a day. This will help improve your productivity, because you will be taking care of you first.

You must have a strong “WHY” you do the things you do. This is the 4th Essential Key to becoming a successful internet marketer. It is almost the same thing as setting goals for yourself, but in many cases having a reason to reach those goals will be that driving force that is needed to accomplish anything you put your mind to.

Number 5; get the education that is needed to become successful internet marketer. There is a lot of information readily available on the internet, just make sure you don’t get hung up on information overload. Take it one step at a time, once you learn a new skill-set, take action on it; implement what you just learned, then when you have that one mastered, take on something new. Attending events were you can learn from those who are doing what you want to do. I have found this to be the very best way to not only learn new skills and strategies but also to help with that mindset issue. Networking with those who are successful just makes it all become real, because you know now these people are no different than yourself, they just got started before you.

Number 6; Find yourself a Mentor, this is someone who is doing what you want to do, this will just make your life a whole lot easier. Almost all mentors will do one on one training with you to get yu going in the right direction. You see they can help you with everything I have just covered here for you today.

Now for the last one, number 7, Never give up when the odds are stacked against you! If you follow my advice above the only way you will fail is if you QUIT! Like I said in the beginning of this article it will be challenging. But you can do this, take massive action and make it fun and become a successful internet marketer!

Good Luck in your online network marketing venture. Start, Loving what you do & doing what you love. See You At The Top!

Do you have a Mentor?

Have you ever thought of getting yourself one?

This is someone who will work with you one on one to help shorten your learning curve and get you started each day in the right direction.

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Selecting Carrier Routes For Your Every Door Direct Mail Campaign

Thinking of where to target for your upcoming Every Door Direct Mail campaign? This program mails to all residents and businesses within carrier routes in a zip code. Knowing where you want to mail is crucial to what kind of response you receive back. Using mapping tools that make it easy to see your local area give you a better idea of how many mailers you need to reach all of your target market.

The carrier routes that you select should be based on what areas will give you the greatest returns. The key to targeting your area would be to select areas that are closest to your store to gain the most response there first and then fan out to other areas to expand your client base. Always keep in mind the areas that are most profitable to you for future mailers. Knowing your customers and your area will help generate a higher response for your mailer.

The denser the area, the more resident and business counts there are in those carrier routes. Selecting carrier routes that your offer will appeal to the majority of the population will make your mailer useful to your customer and profitable to you. Try using a tool that will show you all of the carrier routes in your area to make it easy to visualize your target area. Your target area should consist of residents and businesses where your services would be most necessary.

When choosing carrier routes, be aware of those that include customers who have a constant need for your service. Always include those routes when you offer a new promotion or special. Having the use of a reliable mapping tool that you can see your local area makes selecting your carrier routes much more efficient and in turn, more profitable to your business!

Chris Barr is a marketing professional and graduate of Christopher Newport University. His areas of expertise include direct mail, internet marketing, copy writing, SEO, and new business development. Chris currently serves as Marketing Director for Taradel LLC in Richmond, VA.

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Direct Mail Copywriting – TURBOCHARGE Your Sales Copy!

How Business Owners and Marketing Execs
Can Make Good Sales Copy Great …

… And How “B” Copywriters Can Become “A” Writers
In Four, Easy Lessons

Dear Business Builder,

This is going to be a short article. It’s short because I’m exhausted. And I’m exhausted because I couldn’t sleep last night.

Just before I turned in for the evening, I got an e-mail from Adam, asking “What can a “B” writer do to become an “A” writer?

Immediately, my brain went into overdrive. I tossed, turned, counted sheep, tried to clear my mind – but the question kept pestering me. Finally, I surrendered, uttered an expletive, climbed out of bed and trudged down to my office.

The answer of course, is obvious: Produce bigger winners, more often. But how, precisely do you do that?

Specifically, what do “A” writer’s do those “B” writers don’t?

And if you’re a business owner or marketing exec, how can you know great copy when you see it? How can you get “B” writers to give you “A” copy?

My answer to Adam – and to you: Just make sure each project accomplishes four, crucial things:

Connect with the reader’s dominant resident emotion

regarding the subject at hand

Think about it for a moment, and I’m sure you’ll agree: The vast majority of the money that flows through consumers’ hands each year is spent to meet their emotional needs – NOT merely to satisfy their intellectually justifiable needs for physical survival.

We can physically survive if we have air, water, a few calories of very basic raw food, and just enough shelter to keep us from freezing to death in winter. Air and water can be had for free. The food and shelter sufficient for survival can be had for pennies a day.

Pretty much every other dollar, pound or euro that flows through our hands is spent to address emotional needs in our lives: The craving for comfort and security … personal status and ego gratification … love and sex … recreation and adventure … and much more. The sales of products and services that address these cravings are what really drive our national economies.

So if 99% of our purchase decisions are REALLY made to address an emotional need – and not intellectually justifiable as essential for survival – doesn’t it make sense to appeal directly to those emotions when attempting to sell a product?

“B” writers tend to focus on selling benefits and on logical, “reason-why” copy only. By doing so, they’re attempting to justify the purchase and price of the product solely by appealing to the intellect. That’s like coming to the gunfight but leaving 99% of your bullets in the glove compartment!

Instead of simply reciting benefits and reasons why the prospect should buy, “A” writers recognize, validate and directly address powerful emotions the prospect already has about those benefits (or the lack of them). This “dominant emotion” approach works especially well in mature or skeptical markets – when the writer recognizes and validates negative feelings the prospect has about a particular type of product – and then demonstrates why this product is different, and therefore better.

The prospect’s dominant emotions should be addressed throughout the copy at every level – from selection of the overriding theme and the crafting of the headline to the selection of sidebar themes, subheads, and every word selection you make.

Don’t Sell; SEDUCE!

Two guys walk into a bar. The first is a bookish, meticulous, accountant type who just read a book on “How to Pick Up Women.” Spying a winsome lass, he approaches her and states his “Unique Selling Proposition: “I’m going to rock your world like nobody else ever has.”

That done, he begins ticking off all the benefits she’ll derive from having sex with him: She will be thrilled and satisfied. He shows her testimonials from 23 other women he’s been intimate with, each one saying that they were satisfied. And he tells the young lady that if she’ll go back to his apartment right away, he’ll do the same for her.

The second guy, spotting another lady, takes a radically different approach. He captures her attention with a friendly, admiring glance. He offers her a drink. He validates her with a compliment. He puts her at ease with an amusing, intriguing or self-effacing remark.

He gets her nodding her head, speaking to her of things she is passionate about and that he suspects she’ll agree with. He asks her to dance. He takes his time – and when the time is right, he drops a flirtatious comment or two. Finally, he invites her to his apartment to see his art collection – or on some other pretense.

Which of our two heroes do YOU think has the best chance of closing the sale?

If you said, “The guy who had a USP and benefit-oriented sales copy,” you, my friend, have read too many books about copywriting.

Top-notch writers understand that salesmanship is the art of seduction – and that five careful steps must be taken before the affair with the prospect is consummated and marketing bliss is achieved:

A. You must convince your prospects to give you their attention – with a headline that speaks to their prospects desires, frustrations or fears.

B. You must convince them to read your message – by offering to bring value to their lives if they’ll just lend you an ear for a few minutes.

C. You must convince them that your product or service will meet their needs and therefore, fulfill their desires or assuage their frustrations or fears.

D. You must convince your prospects that your price is fair (or better yet, a bargain) – by making a comparison that demonstrates the value you’re offering in a compelling way.

E. You must convince your prospects to take action now to purchase the product – by showing them how easy it is to order.

Do these five things consistently – and compellingly – in each sales promotion and your response will soar.

Add Credibility

Today and every day, each prospect you’re writing to will be bombarded with some 650 advertising messages. That’s nearly 240,000 per year, every year of his or her life – and the volume is growing by the day
.
Those messages have made your prospect a seasoned consumer who has bought thousands of products and services over a lifetime – many of which lived up to their advertising, and many of which did not.

As a result, your prospect is a skeptic. The quick way to lose him is to promise something you both know you can’t deliver. The slow way to lose him is to fail to document that your product really does deliver.

“B” writers assume that prospects will believe everything they read.

“A” writers infuse their copy with credibility devices like these:

A. The ersatz author’s qualifications as an expert on the subject at hand, including his education, books he’s authored, major media outlets that have featured him, his career experience, etc.

B. Details, facts, figures that prove every point in the copy beyond the shadow of a doubt.

C. Customer testimonials that prove your product has delivered for others.

D. Expert and/or celebrity testimonials that validate you, your product or your process.

E. Mentions in credible media that validate you, your product or your process.

F. A guarantee written in a way that demonstrates your absolute confidence that your product or service will deliver the specific benefits you’ve promised.

Sharpen Your Clarity of Vision

This is a big one for me. Too often, “B” writers fall in love with their subjects. Instead of staying focused — they get sidetracked and wind up going off in all directions at once. The result is a long-winded jumble of copy that feels diffuse and only confuses the reader.

“A” writers stay focused. They establish a powerful overriding theme and then bring each piece of copy back to it.

I hope this helps!

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Market Your Business to Get More Clients

So how do you go about getting more clients? The bottom line is to learn how to market your business. 80% of your business success will depend on how effectively you market your business. You may have the best products and services, the most experienced staff and the best systems and processes in place. None of this means anything if your target market is unaware of your existence.

The majority of business owners have great skills and knowledge in their area of expertise. Making people aware of your business and its offerings, bringing them to the point of requesting your services and converting them into customers, is the job of marketing and sales. Many entrepreneurs fall down in this area of their business.

The place to start is with your marketing strategies. Review your current marketing activities and see where within the following six broad categories they fit:

  • Direct contact and follow-up
  • Networking and referral
  • Public speaking.
  • Article writing/authoring
  • Promotional activities.
  • Advertising

I have arranged these strategies in order of most effective to least effective, top to bottom. In your review of your current activities, where are you spending the majority of your energies and money?

If you’re spending the majority of your marketing budget on advertising in Yellow Pages, magazines, newspapers and brochures, without also embracing more effective strategies such as networking and referral, then your results will be less than spectacular.

You should try for a good marketing mix, meaning a selection of strategies (say 2 to 4) from the above list. Any more than four strategies will be too hard to manage; any less than two will not bring you the results you desire. Within these strategies there are many (hundreds) tactics and activities that you can employ in winning new clients and growing your business.

If your business is service based, advertising alone will not be very effective in winning over new clients. A better approach would be say, networking and referral, direct contact and follow-up and article writing. The reason for this is when you are selling services credibility and trust are very important aspects in a prospects mind. The personal touch, such as networking and referral will build trust more effectively than an advertisement.

The other critical component of marketing is to know your target market well enough to be able to craft compelling messages directly to them. Take the focus off you and your business and place It directly on your prospects needs, issues, problems and how your services offer a solution to all their woes.

Your marketing message should show your prospects that you’re well aware of the problems they face and your services and products will provide the answers they are looking for!

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Marketing – The Lost Art in MLM

For an industry whose very name indicates that it involves marketing,
this is often the most overlooked and least understood aspect for the
majority of distributors. For with out marketing, you do not have a
business and will make no money.

Contrary to the hype often promoted in opportunity ads, marketing
of some type, including selling, is a necessary part of your business.
Now this does not mean that you have to become a slick salesman
with a memorized pitch for all of your prospects. It does mean that
as a business owner, you need to understand certain fundamental
concepts related to marketing and more specifically to network
marketing.

The chief type of marketing used by almost all MLM distributors
achieving success is known as direct response marketing or simply
direct marketing. This is marketing in which the business owner
can immediately determine whether or not his marketing campaign
is profitable or needs to be changed. That’s because this type of
marketing uses testing and immediate action.

Direct marketing is in direct opposition to institutional marketing,
which is the vast majority of what most people would typically call
advertising. Most TV commercials or print ads in magazines
simply advertise a company or product but have no way for the
consumer to respond to that particular ad. Even worse, the
advertisers typically have no way of knowing whether any
particular ad is producing results, such as an increase in sales or
leads gathered.

So what does this mean for you as an MLM business owner?
Simply that you need to learn how to use to direct marketing to
your advantage in the gathering of prospects and converting them
into distributors in your downline. Depending on the amount of
money you wish to spend in marketing, you have various choices
you can use. But before you can decide on what route you are
going to take, you first need to learn more about what specifically
works and what doesn’t.

The best and easiest way to do this is simply to read books or order
courses from the numerous direct marketing masters. Many of these
marketers have been around for years and have proven themselves
time and time again. The vast majority of them started off-line but
as the internet continues to grow in importance they are moving
online in a massive way.

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Direct Mail – Why it is Still So Efficient

• Time Spent – I’m not talking about the amount of time you spent designing, implementing and sending your mail, I’m talking about the amount of time your reader spends looking at your marketing. If you think about it, when someone looks at an advert online, if they aren’t interested, they will simply click off. Whereas in Direct Mail, if they aren’t interested, chances are they will just put it down somewhere in their house; and then they look at it again later.

• Precision – Instead of a ‘hit and hope’ method, with Direct Mail, you can pinpoint the people who fit your psychographic, demographic, and geographic profile, meaning much more targeted eyes are reading; therefore, you will get a higher ROI (Return On Investment)

• Immediate Responses – Once you send out your direct mail, it doesn’t take long to get a response. Within one or two weeks you’ll receive around 80-90% of all those who are going to respond. If your campaign works, you’ll know about it quickly. If it doesn’t, you will know that quickly as well.

• Simple – It is so simple to create a direct mail campaign; all you need to do is design your leaflet/brochure/letter, and then print multiple copies. You can then send these out, and all you’ve had to do was spend maybe an hour designing it.

• Cost Efficiency – For the purpose of this point, let’s say that a single letter to a single house costs 50p. You sell your services at say £20 a pop. Therefore, you can send out 40 letters, and as long as you receive one response, you’ve lost no money! You need to work out how much it will cost each household, and how much one response will earn you, as a minimum. Once you know this, you will know how cost-effective Direct Mail can be for you!

So there you have it; just a few brief points as to why I think Direct Mail is still one of the most efficient ways of marketing. Let me know what you think in the comments below; I’m looking forward to a discussion!

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How to Improve Your Direct Mail Response Rate

There’s no doubt that direct mail is one of the most effective marketing tool available to small business. What are the advantages?

It’s cost-effective, costing between .75 cents and $1 per mailing, including paper, ink, envelopes and postage. It’s effective, averaging between 1 and 3% response rate. It allows controlled growth. You choose how many you send, and since you know the average response rate, you know how many will probably reply. And it gives you one-on-one attention.

But direct mail is only truly effective if you get at least that 1 to 3% response rate. I’ve heard about direct mail failures from many small business owners. In fact, I’d say most who’ve tried it don’t believe it works well at all based on their response. Sometimes those responses have been zero.

It’s frustrating to pour hours of your best copywriting into a direct mail letter that bombs. You may feel that not only have you wasted your time, but you’ve also wasted a bunch of cash that could have been put to better use somewhere else.

But, most of those business owners have committed cardinal sins in their direct mail copywriting. And their response rates could have been far higher had they known a few things about writing direct mail.

It all starts with the envelope. If it looks like “junk mail”, it’ll probably be tossed instead of opened. There’s no chance of getting your message if it hits the trash can, and that means you have wasted your time and resources.

So, make sure your direct mail letter is opened by making them want to see what’s inside. You could

  • use real stamps instead of a postage meter
  • take your logo off the return address so they think it’s from a real person rather than from a business
  • address it in handwriting rather than print
  • use a different font than what’s normally used
  • make the envelope a different color than white
  • print a teaser on the envelope

And those are just a few tips. Use your imagination. What gets you to open an envelope?

Once you get them to open it, attention shifts to the letter itself. You have literally seconds to convince them to read on, or once again it hits the trash can. What makes the biggest difference? Your opening headline.

Get their attention with a compelling heading, and try to aim for some kind of emotional response. The stronger that emotional response, the better. Your headline could ask a question. Or it could provide an answer. And it should highlight your biggest benefit in some way. “How to…” is a good bet. “Why” also works. Asking a question stimulates our curiosity, and that usually means we’ll read on.

Attract more interest with your first few paragraphs. They’re your introduction. If it bores them, they’ll stop reading.

Know your target market and write the body of your copy directly to them. If they’re women, use words that appeal to women. And if they’re men, use words men relate to. Copy written for younger consumers differs from copy for older ones.

Now, how does your product or service benefit your target? Will it make them richer? Will they look younger? Feel sexier? Attract more of the opposite sex? How will it make them feel? Benefits stimulate desire, and it’s their wants that you want to provide an answer for.

For the most part, they’re not interested in you, what your company does, or how long you’ve been in existence. What they do care about is WIIFM. “What’s in it for me?” It’s your benefits that will tell them what’s in it for them.

Don’t make the mistake of using technical jargon if your target market is consumer-based. And keep your writing simple, friendly and conversational no matter who your target market is.

Have a specific call to action. Tell them exactly what you want them to do. Do you want them to call you for more information? Sign up for your online newsletter? Order your product? And make sure you tell them when to contact you (today of course) and why (because of a discount or special offer), and create some sense of urgency (time- or quantity-limited).

Include a P.S. repeating your main benefits and your time- or quantity-limited special offer. It’s the second most-read line in your letter.

A few tips on style. Readers usually scan. They won’t often read the whole letter, so break up long copy with subheadings and include a photo or graph because their eye will stop there. They usually zig-zag while they’re reading, starting in the top left corner and moving down the page, often moving their eye back up to the top right.

A tip on length. There’s various opinions on length. My opinion is that you write until…. Keep writing until you’ve said everything you need to say regardless of length.

And a final tip on editing. Write the letter and put it aside for a day or two. Then read it aloud, noting where it’s awkward or where the flow isn’t right. Fix that and read it out loud again, or better yet, have someone else read it to you.

Now that you know how to write direct mail that will increase your response rate, I hope if you’ve already tried it and think it’s not effective that you’ll try it again. Or if you’re new to direct mail, that you’ll give it a try. It truly is one of the most effective ways overall to generate leads and increase sales.

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Social Networking – Tips On How To Market Your Direct Sales Business On Twitter

If you are with one of the Direct Sales companies and trying to build a portion of your business online, it is very important to get involved with popular online social media networking sites like Twitter.com. When new business professionals start marketing their businesses on Twitter, they often make a big marketing mistake by tweeting out massive amounts of business spam messages instead of trying to network and get to know their followers.

When people join social media networking sites, they don’t want to be spammed 24/7 with business messages. They do want to learn more about the company or business they are following along with the products you are marketing…but…they also want to engage in meaningful conversation with that company’s consultant who is doing all of that Tweeting. In the case of Direct Sales…that means they want to engage in meaningful conversations with YOU.

When it comes to marketing your business on Twitter, here are a few important tips that you should know.

1. Try to engage your followers by asking them questions or asking them for their opinions on the products you are trying to market.

2. Don’t make your Tweets all about business all of the time. Mix them up with some general chit chat topics. You can discuss non-confrontational current events or daily life topics with your followers.

3. Don’t have every Tweet contain a link to your web site. That is viewed as link spam and is often reported by followers to Twitter as spam.

4. Offer up some general Direct Sales, home business, networking, marketing, etc. types of tips that you find beneficial that you think other’s would be interested in. You can visit other web sites that offer home business resources and tweet out links to those articles if you are not great at sharing your own business tips. In addition, if you enjoy great inspirational business quotes, tweet out a few of those a day too!

5. Never send out out direct messages to followers with your business information in it unless that specific person has asked you for the information.

6. Never send @ mentions to people who are not following you advertising your products or services. This is considered to be @ mention spam and is reported by followers to Twitter. If people want to follow you or they want your information, they will request it from you.

7. Make sure your profile page is filled out correctly with a working live link to your web site or blog. Many times when I click on profile page links they are broken and incorrect. In addition, you will need a business logo or a photograph of yourself to use as your avatar. No one enjoys seeing the Twitter standard bluebird avatar when they are talking to someone.

8. Don’t bombard your followers with too many tweets! People will quickly unfollow someone who sits on there 24/7 sending out hundreds of messages.

Marketing your Direct Sales business online can be a profitable endeavor if it is done correctly and if you work on it consistently. By following the tips I have outlined above you will have more success with your marketing efforts on Twitter.

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Postcard Marketing and Social Media – The Secret to Better Response

Are you diverting marketing resources from traditional programs like postcard direct mail to emerging technologies like social media and email marketing?

Not so fast, says the Wall Street Journal, which has released an article regarding decline of direct mail and the affect it is having on businesses. According to WSJ’s story, many small businesses have abandoned printed direct mail in favor of online advertising and social media in attempt to reduce advertising costs. The article profiles a company called Per Annum Inc. who dropped a letter direct mail campaign in favor of marketing through email channels. The company found that orders dropped 25% from the previous year.

“We realized we had made a huge mistake,” says Ms. Settle, president of the New York firm. Instead of dropping direct mail altogether, the Wall Street Journal notes that marketers are using social media and email marketing to compliment their traditional direct mail campaigns. By combining the two mediums, businesses are catching recipients’ attention and generate higher response rates.

Here are some ideas that will help you bridge the two mediums.

  • Email your clients the same day that receive your print postcard in the mail. This “one-two” punch is something that we have seen dramatically increase response rates in our business.
  • Follow up your quote requests by mailing a postcard. If you have a CRM system for your business you may be able to export the list of all customers that requested quotes. Once a week, mail out postcards to “touch” the prospect. Sure you could do it by e-mail, but it is much more personal and unexpected coming via “snail mail.”
  • Mail postcards with a personalized URL (PURL) – A PURL is an automatically generated personalized website customized for your prospect. It’s an excellent way to perk the interest of the reader, and increases response rates dramatically.
  • Add your Blog, Twitter, Facebook, Linked-in, or other new media account to your business card printing and your postcard marketing. In addition, give them as many means to contact you as possible including your AIM, ICQ, Skype, or other online communication account.

We’ve seen clients consistently bridge the gap between online and offline marketing with variable data, personalized URLS and digital printing. I believe that postcard printing & direct mail will continue to captivate “offline” prospects and compel them to find out more information to share with their friends and family via Twitter, Facebook, and other new media outlets.

Although postcard marketing has seen a decline in the last few years, many marketing experts continue to see massive value from the benefits of direct mail by integrating their offline and online programs together.

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