There’s been a lot of talk in the news lately about putting cosmetics on farm animals. Naturally, this made me think of lead generation.

No connection, you say? Consider this: Most lead generation campaigns are just internal strategy or positioning statements with some stock imagery added.

These internal documents, meant to define a product or brand, were never intended to be used outside the company. But because lead generation is often considered the poor stepsister of brand or image advertising, the people in charge of it too often think of it as a throwaway or no-brainer.

The result is a press release, strategy statement, or internal briefing document that’s been poured into a direct mail or email template—and it reads like it. All the benefits that have been deemed important are there, but they’re in a laundry list with no focused message. There’s no respect for the limited time of the audience—the fact that busy businesspeople need a simple, clear takeaway that can be digested with a short skim.

In other words, the internal strategy statement is the pig. The pretty stock images, colors, and fonts are the lipstick.

Take this email from XO Communications (editor's note: contact information has been removed.) The headline says “Convergence is Here,” without any clear benefit. Presumably, the creators had discussed the benefit so much, it was obvious to them, only it’s not obvious to us, since we weren’t privy to their conference table discussions. Then, the bulleted list throws a lot of marketingspeak buzzwords around, but doesn’t make the benefits any more real, instead throwing out vague claims like “increased productivity.” Oh, and “business continuity features”—someday I’d sure like to know what they are! All internally approved benefit points, no doubt.

Then there’s the stock photo. Not only is it a cliché, but it contradicts the headline. Is convergence ahead, or is it here? Plus, again, this visual conveys no benefit (or, really, any other information.)

Don’t cheat yourself of the response you’re after. Instead of putting lipstick on the pig, make sure your message is focused, simplified, and geared from the ground up for your audience. Only then will you have an engaging piece of direct response advertising. And that’s a totally different animal.

For more tips on how to avoid other common e-mail mistakes, download a free copy of our white paper: “Top 10 High-Tech E-Mail Marketing Mistakes.”

In a September 16th article on DMNews.com entitled "The path to marketing nirvana is paved with integration" Blaine Mathieu discusses the need to integrate the tools used to manage & execute e-mail marketing, Web, PPC & other digital media campaigns. On the surface, I agree with Blaine's observation that executional nirvana (aka ease of management) can be achieved by bringing the analysis and execution components of these varied online media together so informed, timely decisions can be made and actions taken.

My only issue is whether he has gone far enough with the affected media landscape - shouldn't non-digital response oriented media be included in the integration? Aren't we just re-defining the silo's here? But more importantly - is real marketing nirvana going to be reached by executing a disjointed strategy via integrated tools or is it simply adding efficiency?

In my experience, a solidly integrated strategy executed via disjointed tools is more effective than a disjointed strategy executed via integrated tools (assuming that the tools are fully integrated across digital and traditional media). To that end, while I agree with the intent of Blaine's article; I would submit that we as marketers still need to work hard on fully integrating digital media into our strategic fabric and use all appropriate media to achieve campaign objectives - rather than bolting on digital tactics to a non-integrated strategy or supplanting strategy with executional technology.

How close are you to marketing nirvana?

B.

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Characteristics to consider when designing your folder:

1. What size should it be? The standard size of a presentation folder is 9x12. Decide if that’s what you want, or if a smaller or larger folder would suit your needs better. Flaps come in various sizes and shapes as well. They can also include features such as slits for business cards or CDs depending on your needs. Business card slits are a great idea for getting your name attached to the company, with instant contact name and information for your client when they open the folder. The sizes and options on presentation folders are various and can be customized to fit your companies’ needs.

2. What kind of image are you trying to get across? Most folders should include the company name and logo, but many include images as well as quotes or mottos for the company. Decide what colors should be on the folder. What will catch your audience’s attention? Bright vibrant colors or earthy tones? The creativity can be endless. Remember, the folder represents you and what your company stands for. For this reason, the design is the most important part.

3. What material will be included in the folder and what will it look like? To look more professional, a coordinated folder with coordinated material inside shows more organization and style. Keep it looking like one kit that goes together. This makes it easier for your client to keep all the information about your company in their thoughts.

Presentation folders are made with a heavier stock paper that makes them last longer and keep your documents safer. They are unlike the folders in the office supply stores that are made of flimsy paper material. If printed professionally on 12 Point Stock paper, it is three times thicker than any paper you put into your home printer, and it will outlast any homemade folder. They can also be coated with a thin glossy coating that makes them look even more professional, and gives them a certain kind of class that stands out from the rest.

The better your presentation folder looks, the better your presentation will be. You will catch your clients’ eye immediately and the contents inside the folder will keep them hooked. Not everyone uses presentation folders for their marketing tool. You could say it is an unknown key to success, and if you use this tool effectively, you will reap the benefits.

Check out www.printpresentationfolders.com for a free template and to make presentation folders work for you!

Uh oh. Perhaps you are in need of getting your name out in the public.

Fact Of Nature

Humans are complex creatures, but there are instances in which they are entirely predictable. Advertising is an example. Radio and TV ads will bombard the viewers/listeners with the same ad over and over. There is a reason for that, and it is because it takes many exposures to a business before it becomes ingrained in their mind. So they hit the potential customer over the head with their pitch.

Take Advantage Of That Fact

You, as a Health Care Professional, can take advantage of that human trait and put your business information in the mind of thousands of potential patients by using direct mail. It has been used for decades with great success, and it is remarkably affordable. In the past, direct mail was a paper postcard that went to entire neighborhoods or cities. Everyone got one, and some people responded to it. A recent improvement has taken the direct mail product for the Health Care industry one step farther, though.

The New Product

That new product is a magnetic direct mailer. Like the original product, it is an attractive postcard…but his one has a quality refrigerator magnet attached, which is easily peeled off. They key to its success is the magnet. A good number of the old paper products got tossed in the trash just seconds after they were received. With the Magna-Peel ™ style direct mail product, the recipient is intrigued by the magnet and removes it from the mailer. Instead of dropping it into the trash, they fling it onto the fridge at home or their computer case at work.

The magnet will be seen many times a day now. Just like the TV or radio ad that is aired over and over, people viewing the magnet will think of your office or facility the next time they need the services that you offer. It's just human nature.

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Robert is currently working for ESP Health Care Promotions, a supplier of top quality magnetic promotional products for the Health Care Industry and Business. He lives in eastern Kansas. A retired police dispatcher, he now resides in the country with his wife and 2 of his 3 sons

I Told You That So I Could Tell You This

But that's not what I want to talk about here. Instead, I want to extol the virtues of the simple give-away refrigerator magnet. You know, the ones that you see being given away at fairs and business open houses, at check out desks in clinics, and as 'leave-behinds' in waiting rooms. Like the direct mail magnets, they find their way to refrigerators, computer cases, metal cabinets at work, on cash registers at fast food restaurants, and on lockers at school and work. Again, like the direct mail product, each magnet becomes a mini-billboard that is seen by dozens of people on a regular basis.

People Are Wired This Way

The reason you want the constant viewings is due to human nature. People rarely pay close attention to advertising the first time they are exposed to it. But, after repeated exposures it starts to get etched into their minds. Why do you think you see/hear the same TV or radio ad over and over and over? It's because they know that eventually the message will be burned into the brain of the people. Those people will then go to that business when they need it's products or services.

The same thing applies to the Health Care field. When someone needs a prescription filled, or their aching back straightened out, or their child has a cold and a fever that won't go away, they will remember your information on that simple magnet stuck to their fridge and choose you instead of your competition.

Refrigerator magnets come in many styles and price ranges. Check out a reputable provider and get those magnets into the hands of all those potential customers.

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Robert is currently working for ESP Health Care Promotions, a supplier of top quality magnetic promotional products for the Health Care Industry and Business. He lives in eastern Kansas. A retired police dispatcher, he now resides in the country with his wife and 2 of his 3 sons

Like That Will Ever Happen

Sorry folks…that just isn't going to happen. People generally like to have at least a vague idea where they would like to go before their need becomes urgent. Obviously, if they are being hauled off by the paramedics due to a life-threatening situation they aren't going to be picky about where they go. Their only recommendation then might be anyplace that is 'close.' But in a matter where they have the option to elect their destination, they are going pick an office they are familiar with.

This is when direct mail promotional products take center stage. Advertising a health care facility is commonplace nowadays, but the methods vary, as does its effectiveness. One of the best-known methods of wisely spending your advertising dollar is through direct mail. It reaches thousands of homes and businesses for very little expense compared to electronic and print media. With newspaper and magazine subscriptions plummeting, why spend your money with them as their readership drops? Television and radio ads are prohibitively expense. Direct mail simply works.

The New Stuff

One advance for the old, standard paper direct mail promotional product is the new magnetic mailer. It consists of an attractive postcard with an equally nice looking refrigerator magnet attached. Unlike the paper mailers that are often tossed into the trash seconds after they are received, people are curious about the magnet and peel if from the postcard. The magnet has an intrinsic value to it, and the recipient feels a bit guilty about throwing it away, so they stick it on their fridge. Once there, it is like a radio or TV ad that plays over and over. How many times does the average household member go to the refrigerator a day? I don't know, but it is a lot. Each time they go to get something from it, they'll see your advertising magnet Human nature takes over and they become familiar with your business information after seeing it so many times. Eventually they are going to need a doctor, a chiropractor, or a pharmacist. Instead of calling their friend or looking though the phone book, they will recall your direct mail magnet and wander to the fridge for the phone number.

You just gained another patient or customer.

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Robert is currently working for ESP Health Care Promotions, a supplier of top quality magnetic promotional products for the Health Care Industry and Business. He lives in eastern Kansas. A retired police dispatcher, he now resides in the country with his wife and 2 of his 3 sons

Shane Atchison (ZAAZ/Wunderman) interviewed Lester Wunderman in a recent Clickz article regarding the upcoming 50th anniversary of the company Lester founded and all that's happened along the way.

Click here for the full article.

A great presentation folder is readily available from reputable printers who actually customize your presentation folder for enhanced marketability of your company, product, or service.  There are many ways that a presentation folder can help your business grow new clients, and lots of reasons to use them.

·         A presentation folder can make your business stand out from the crowded sea of competition that makes up the business world. Whether you are running a five star hotel and spa, a financial planning office, or a pet grooming shop, a business with a professionally prepared presentation folder says to potential clients and customers that your business is up and running, ready with a plan, and looking to serve them. 

·         Presenting unique presentation folders to clients and customers that you wish to do business with has a personal feel to it. A well-made presentation folder says to the client or customer that you are investing (even a small amount) in them, that you want their business, and that you will go the extra step to get it.

·         Clients feel like you are being more upfront with them if you put everything they need to know in one spot for them to access. They do not have to dig around to find out what they need to know about your services or products, which means they are more likely to buy your product or use your services. It shows you have nothing to hide and everything to reveal.

·         Because the cost of quality presentation folders can be less expensive than other forms of advertising, you can actually save money on your overall advertising costs.  The more personal feel of a presentation folder can actually yield more customer response than even a full page ad in the newspaper. 

·         Presentation folders allow you to target your advertising dollars towards clients and customers who are in your demographic.  If you are looking to reach customers that are from a certain population, you can easily send out presentation folders to customized mailing lists that you obtain from other sources.  This means that you are not wasting money by doing general advertising if your product or service is a specialty service that would not appeal to all members of a population. For example, if you are marketing a reverse mortgage, your target audience would be homeowners in the senior population.  Sending marketing materials to those just out of college would be a waste of your money. 

However you choose to use your presentation folders, you can be assured that you can get the best prices on your order by using an online printer.  Because these online printers have lower overhead expenses as compared to the number of customers that they serve, they are able to pass this savings on to you by the way of cheaper rates and faster service.

Check out www.printpresentationfolders.com for a free template and to order presentation folders to help you stand out!

The biggest one is and has always been and will
always be, "The Headline is 80% of the ad".

In other words, the headline is the ad for the ad.

The headline attracts your audience. And if you
don't have an audience, the copy won't do anybody
any good because nobody will read it.

So, if nobody will open your envelope, it doesn't matter
how brilliantly you told your story.

I know this and have known this for a long time. But
you can know it better and better and better.

What makes a good headline? The perceived
self interest of the reader, that's what.

Here's an incident that drove it home for me.

I was on the Danforth in Toronto, during the
Taste of the Danforth festival. There were probably
another 100,000 people milling about in the
neighbourhood.

I was sitting in a café with a friend and I noticed a
guy walking out without his beautiful, expensive
briefcase. So I sprung up, opened the door just
after he'd closed it, and as he started to disappear
into the throng, I yelled out, "Sir!".

Nothing.

I didn't have much time to reflect, so after a
microsecond of contemplation, I tried, "Your
briefcase!" His reticular activation system did
not pick up.

Then I had the brainwave. I yelled out, "Yellow
Sweater!" and somewhere in the recesses of his
brain he said, "That's me!", turned around and
I waved him in to get his briefcase.

That moment told me more about headlines than
all the books I'd read.

So the bottom line here is that our prospect has
to say, reflexively, "That's me!".

And, "That's what I want!"

This is a perennial  dumb ad.

At one time, in the direct marketing world, the very idea that
looking at something had intrinsic value seemed obviously
cockamamie.

We used to attend our direct marketing conferences and
laugh at the Madison Avenue hucksters who siphoned
treasure off big companies in exchange for vapid, "award
winning" ads that did not feature the product, that did not
convey any benefit, that represented cuteness or
cleverness.

We were always in awe of the chutzpah of these account
directors gunning directly for an "award" -- where other black
clad agency folks voted for their ads based on cleverness
and not on response or profit.

I have known many a business owner whose first foray into
direct marketing was the distribution of 10,000 flyers. The
logic seemed so air tight. "If just one percent of the people
respond, we'll make $27,000 dollars!" they chirped jubilantly.

If only it was that easy!

And, business owners still buy into bench ads with the
premise of "getting our name out there".

Accounting and Finance - presentation folders can be prepared that not only accent the professionalism of your business, but you can include information about the different financial products and services that your business offers. If you cater investors, you can include information about your current stock suggestions, etc.  There is no limit to the information that you can provide clients with a presentation folder.

Automotive – presentation folders that showcase a particular model of vehicle or the entire line are great ways to help potential buyers become more interested in purchasing a vehicle from your dealership.

Childcare – if you are a provider of childcare or daycare, you might want to make a presentation folder that parents can look over to decide to use your services. Also, putting pertinent information together into one folder that parents can keep after the child is enrolled is a great statement about the professionalism of your childcare facility, as well as handy for the parent when they need to reference information about your center. 

Education – you can promote your school, department or even course by placing all important information about it into a durable presentation folder that can easily be referred to when the student decides to enroll. For instructors, placing your syllabus and other course documents into a trendy presentation folder can start the semester off right for you and your students.  They will have everything they need in one spot concerning the class.

Medical or Dental Practices – what a great way for patients to keep information about procedures, future appointments, and other information that you may wish to distribute. For new patients, use a presentation folder to distribute patient history forms, records releases, and more. 

Veterinary Office – when you receive your newest furry patients, why not put all of their information, immunizations, medical histories, pedigree charts and more into a great folder that the owner can keep?  This is a lovely gift for new patients, and it speaks of your professional image while keeping your contact information at arms length for any medical need the pet may have in the future.

Real Estate Agencies – realtors have been using classy presentation folders for years, with much success.  In the real estate business, you might want to include detailed information about homes within the client price range, financing options, closing information, and more into the presentation folder.   If the recipient buys a home, the presentation folder can serve as a place for the new owner to storage information about the sale, and will have a permanent record of your contact information to refer others to your agencies.

Check out www.printpresentationfolders.com for a free template and to order your presentation folders for your business!

Direct Mail marketing can be defined as "marketing through a channel that reaches the consumer directly". The channel is usually through a mailer. Direct mail marketing is also known as "Direct Response Marketing". The recipient will look at the mailer and make a decision to take action right away, save the piece for further review when they have more time, or throw it.

Advertisers often refine direct mail practices into targeted mailing, in which mail is sent out following database analysis to select recipients considered most likely to respond positively. For example a person who has demonstrated an interest in golf may receive direct mail for golf related products or perhaps for goods and services that are appropriate for golfers. This use of database analysis is a type of database marketing.

What Makes Direct Mail So Popular

Direct mail has many advantages that contribute to its popularity.

-It is a 'one to one communication'. Business can reach the customer directly. The business can inform the customer whatever it wants them to know.

-Cheaper to deliver. For the same expense as television ads for example, the business can reach a larger number of customers.

-Sending a series of postcards to the same target audience will achieve name recognition, produce leads, and generate customers.

According to the United States Postal Service Direct Mail touches people every day.

Many people look forward to receiving their daily mail. In fact, 98 percent of consumers bring in their mail the day it's delivered, and 77 percent sort through it immediately. In addition to that kind of exposure, Direct Mail offers these benefits:

It's targeted. Mass advertising (TV, print, radio, etc.) can be expensive and isn't always an option for small businesses. But Direct Mail can focus on a smaller group of individuals who are more likely to respond to your offer, giving you more bang for your buck

Direct Mail Marketing Avoids Distractions

-While reading a newspaper, consumers will avoid looking at the advertisement insertions.

-When watching television, they go for a drink when the commercials are running.

-While driving people take a quick glance at billboards with many other things on their mind

These distractions are not the case with direct mail because it is 'up in the face' and thus the concentration level of the consumers is higher. The lack of any distraction means that the consumer makes a decision, after considering the validity of the offer and how valuable it is to them. Because of this the response rate of direct mail is higher.

Don't overlook direct mail marketing when you want to get your message in front of your target audience. Using postcard marketing is a highly targeted, personalized, and low-cost way to get your name and message out to create leads. This type of marketing provides a vehicle to get the customer's attention, the message is quickly readable, and the card is easy for consumers to keep handy or file away for use at a later time. Postcard direct mail marketing produces leads and increases your customer base.

It has been awhile since I have posted a message on my blog.  I apologize for not keeping in touch you deserve better than this.

After getting some things straightened out and back on track I can continue on with this blog. 

In the past I have concentrated on discussing marketing ideas, direct marketing techniques, sales techniques and general business ideas.

Going forward I plan on continuing to talk about these topics but will also include other areas of interest such as personal finance, quality of life stuff, health and balance.

I am open to your suggestions and encourage your comments and feedback!

Thanks for reading, and stay on the lookout for more posts soon!

John Giammarco

Any good manufacturer would deep-six a brand that has a 17% approval rating.

Any good retailer would show it the door.

Any good consumer would return it and demand a refund.

Unfortunately, congress is a brand that has tenure. We can’t get rid of it.  We can only change its members every two or six years.

The current economic bail-out mess has been described as:

            A failed administration, and a failed congress, 

bailing out failed businesses that have failed the country, 

yet we are assured that it cannot fail!  

Our constitution guarantees legislative continuity, but it is silent about competence.