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Archive for February, 2012

List Offer Copy – Still As Valid Today As It Was 50 Years Ago

Direct marketing is often called a game of dollars getting the basics down and understanding where to put in the time money and effort where it will do the most good and return the results you need. Success is often a matter of a fraction of a percent response which can represent thousands of dollars in sales.

Properly aligned priorities and careful execution will yield profit misplaced effort and sloppiness in execution can cost you. If you keep the basic priority for effort at List Offer Copy Design your direct mail has the best chance for success. This longheld tenet of direct mail success is just as valid today as it was in the 50s despite all the technological advances postal regulations automation schemes computer models and more that have been introduced since then. The following shows you the basics and why they are still important.

The List’s the Thing
The best product in the world described in flowing persuasive prose in a beautiful package will not sell if it is presented to the wrong audience period. The list of recipients is the key to moving units triggering responses filling seats and making money. Put the greatest effort into choosing culling maintaining updating specifying selecting aggregating deduping merge/purging your list and your response rate will reflect it.

Clean accurate data is the bedrock of a successful program driving not only your initial mailing but dictating your remail schedule your test results your fulfillment order your list rental program and more. Without clean data you may as well toss 30 of your materials in the trash that’s certainly where they will end up anyway.

Selection is the basic starting point the more you know about the product or service the better you can select the list. Your testing program will direct your list selection to a great degree but if you’re just starting out and have no test data that’s the place to start. Test lists are small segments of much larger lists that on their surface seem to fit the customer profile you’ve developed as part of product development. Small segments of many lists that fit the profile will give you the response data needed to narrow down the list of lists to those that actually fit the customer profile adequately to mail in volume.

Testing
If you are only testing lists mail the same piece with the same offer copy design timing and other elements fixed to the small segments and the list data should be the only variable. Read this response data approximately 3 weeks after drop date and you’ll know which lists really work and which ones don’t. Once that data is in review your segment descriptions and match them back up to your response data see if there is a common theme among the respondents that may not have been anticipated.

Lists that don’t pull well at all the lower 25 can be safely dropped for the moment. Lists in the middle 50 should be examined carefully and the selection criteria aligned more closely with those in the top 25. The top 25 can be mailed in volume. That top 25 represent the set of characteristics that you want to emulate for future mailings providing the offer and copy don’t change.

For nonprofits this universe from which to select your tests is usually pretty strongly defined composed of either members potential members or some peripheral group in or around your industry. Publications member lists from affiliated or peripheral organizations meeting or tradeshow attendees customer lists from affiliate members all offer fresher data to test than your house prospect list and there are many options beyond those to investigate. If your program is brand new and you’re starting from scratch try anything that seems reasonable your assumptions are not as valid as actual test data see related article on research data.

Once you’ve assembled a set of datavalidated characteristics from your list test have some reliable selection criteria and a realistic universe from which to draw the continuing working lists the search is on to locate new lists that match those criteria as closely as possible. Get creative when sleuthing out where those might come from.

If money is tight when isn’t it? you can offer to swap lists with other interested parties. You can negotiate partial swaps ask for a net name arrangements with larger list sources are viable once you’ve formed a relationship with them and there are a number of other approaches to procuring lists at less than full rate. All they can do is say “No.”

You’ve cobbled together a set of lists you feel will work based on your test data now it’s time to make it efficient to mail. The Merge/Purge process is the one that not only allows you to mail only one piece per name but the results of the purge according to priorities you set tells you where your “good” sources of lists are how much crossover there is between list sources who really supplies the majority of your “new” names and a lot of other useful data. Be sure you work closely with your data processing house to achieve the merge/purge results you want.

Clean It Up
Now that you have a reliable efficient collection of the right number of names based on your test data it’s time to do some cleaning. Good data is not only the right names but involves address hygiene salutation and gender correction updated mailing addresses zipplusfour appending and other list cleaning chores most of which can be done electronically through data processing software.

All this is done to be sure your carefully designed wellwritten piece reaches its destination. Your mail house will likely offer a number of list hygiene options or know of a data processing company that can perform these functions at a per/thousand rate. Take advantage of as many as you feel you need to get your data squeaky clean. At the very least address standardization genderization NCOA National Change of Address update zip4 and postal presort should be applied to help boost your postal discount and save some money.

The Offer
You’ve got good data good names in sufficient quantity and clean accurate addresses it’s time to focus on what you’re selling. The offer is the heart of the direct mail piece. A carefully crafted offer can make or break a mail piece’s response rate but not the whole program. The phrasing and framing of that offer needs careful consideration.

It should be compelling not easily obtained elsewhere priced well relevant to the recipient easy to understand and fulfill quickly not overly complicated and engage the audience. A tall order for a few sentences but that’s where the magic happens. Offers should be tested just as rigorously as lists. There are likely fewer variables with offer tests there are only so many ways to price a product or service profitably but how it is framed or presented has almost endless variation.

Confusion leads to “no response” from the audience so keep it straight and simple as possible. Test price only test premiums test combinations or bundles of products test FREE samples offers test “’til forbid” offers Record clubs raised this to high art in the 80s with “Buy one get 12 more for a penny for the rest of the year unless you cancel” types of offers test as many as you think reasonable to whittle that offer down to its most crystalline efficient effective best.

“Copy” Does Not Involve Toner
Now you know who the product is suited to under what circumstances they will purchase it or attend it or select it or vote for it whatever the desired response is. Now it’s time to figure out what aspect of the product really lights up the boards what angle to approach the audience regarding the product and what benefits and features will make it move off the shelf.

Copy should be a persuasive description of the benefits to the buyer of the product or service priced so that it almost appears too good to be true seemingly so enticing that the buyer can’t seem to do without it. Copy be it long short poetic or workmanlike is the grease that lets the direct mail engine turn smoothly right to a response it drives the reader to the desired action either buy register attend mail back enter provide information or dial.

Copy should be tested if you’re promoting a new product rebranding an existing product have minimal data or purchasing history for the audience or are trying a totally new package. Copy length might also drive a format test just for the sheer space needed for some of the long copy a letter package might be required to contain it as opposed to the more popular postcard with its limited real estate but bold colors and low cost.

Talk To Me!
Copy should speak directly to the recipient sounds obvious but you’d be surprised how often when reviewing packages the copy only contains the directive tense “you” in the last line if that. Speak to the reader and they will put themselves in the listening position and process your copy as if you were speaking to them. Make sure all your copy answers the questions for the reader “What’s in it for me?” and it will sell. Copy that is benefitladen sings smoothly to the reader offers undeniable benefit after compelling benefit and puts a couple of “early closers” in there is very likely to pull well all the ingredients are there. All other things being equal good tight copy will outpull sloppy flaccid prose every time.

A word about length there are no real “rules” about copy except if it works use it. Copy should be long enough to tell the tale to the reader and not a word longer. If it takes you two pages to wax poetic about the latest sewage eradication technique using industrial solvents so be it. If you test it against stronger shorter copy and it loses dump it! It’s that simple.

Copy is a subjective element much like design where everyone has an opinion and in most cases each is just as valid as the next. If your package has been tested extensively enough that you can test a single word choice to make a definitive call you’ve got other things to worry about don’t waste time arguing put something in the mail!

Design Last But Not Least
Lastly the design of the package and its importance to the response rate should be discussed. Design gets more time spent compared to the effect on response than any other element. Sometimes this is for the reason mentioned above about copy it’s subjective and everybody has a way they envision the piece looking. The only hard and fast rule about design for direct marketing is that it function properly. Is the postcard insides printed right side up? Does the response device fit easily into the reply envelope? It has to function.

It also should be producible by machinery currently available in mail production facilities. There are as many formats as there are imaginative marketers out there and any or all of them could work under the right circumstances the only way to truly know which one is best is to . . . you guessed it test! Test a letter versus a selfmailer versus a magalog versus a postcard versus a card in a deck versus a dimensional versus a doormat no longer postal legal. Test odd shapes test multiple pieces versus just one.

Since we mentioned in the beginning that direct mail is a numbers game here’s where good design can earn its stripes. Mail the most expensive package and test each element removing each and remailing until the response drops. The fewest pieces that doesn’t negatively affect response is the winner you want to test the Cadillac initially and scale back ’til you’re mailing the VW beetle in mass quantities. Good design shouldn’t be noticeable it should just work to convey the message the copy is proposing.

Now you have your priorities aligned with success list offer copy design. Focus on your direct mail in priority order and your packages will be lean tight effective and profitable. That’s what we’re all shootin’ for! Enjoy!

About the writer:  David Poulos Chief Consultant at Granite Partners has been offering marketing guidance to firms for over 25 years. Specialties include nonprofit marketing and fullscale strategic marketing campaigns. He can be reached at http://www.granitepart.com or 4104724570.

Get Paid For Your Big Muscles
One of the most fulfilling and rewarding events in life must be being gainfully employed in an occupation you actually enjoy. With the continuing growth in the health and fitness industry those with sufficient drive and the right qualifications should readily find an available position and place of work. Earning and learning in a vocation or occupation they actually love and enjoy. Perhaps you may never become a film star like the handsome Hercules Steve Reeves or Arnold Schwarzenegger making money with your looks and tough physique or by MUSCLES FROM MAIL as did the old time muscle men like Charles Atlas but there’s other opportunities around especially in the fitness industry.

Leisure centers sports grounds swimming pools recreation assistants sports development officers marketing events/ promotions and many media jobs.

FIRST BECOME QUALIFIED. Once you have decided that the Fitness / Health / Bodybuilding industry is for you you will require a solid educational foundation to add to your ‘C.V. If you are still at school or college aim for at least three G.C.S.E’s at A grade passes or equivalent. Two of which should be science related subjects. Mature students can advance their studies with further education and evening classes. As can those long since left school with weekend courses. Visit your local library for a wide range of adult education programmes. For careers see the current issue of Careers Research an Advisory Centre or CRAC an independent body. Also Directory of Further Education or DOFE which will give you an honest guide to courses listing entrance requirements. Which will compare with total independence course contents prices and entrance requirements etc. See also in your library Second chance classes for Adult reeducation.

CRAC covers almost IOOOO jobs also look in the reference section for HEALTH AND FITNESS/CARERS/SERVICE directory. Another choice is mail or private Correspondence courses. There are an abundance of choices in the ever widening scope of fitness / health / sports / aerobic / osteopathy / nutrition / medicine / healing /massage/therapy etc offering diplomas and officially recognised certificates e.g. The I.T.E.C. certificate of the International Therapy Examination council. Which was founded back in I973 to provide a completely independent examination system not allied to any association or society. All schools and colleges associated with the I.T.E.C. and conform to a rigid set of rules and standards governing equipment teaching and training. e.g. the West London School of Massage.

LET YOUR BODY WORK FOR YOU. Your hobby of bodybuilding could provide a lucrative and rewarding lifestyle. Use your muscle power to become a teacher own a gym train one to one or establish own or manage a fitness studio.

You wouldn’t employ a car mechanic who did not understand engine components so likewise you must expect your prospective employer to look for qualifications. You MUST learn basic anatomy physiology digestive systems glands the functions and ranges of muscles and bones treatment for sports injuries first aid teaching and social skills etc. Also the sources of energy health and vitality via vitamins the essential amino acids building blocks of muscle minerals and nutrition generally and specifically. The science of muscle building nutrition moves rapidly ever forwards and onwards.

HOME STUDIES AT LEISURE All of these home study courses some of which require you also to attend weekend examinations or studies for practical teaching can be found via the advertising columns of many or most health and fitness magazines. See also our more detailed lists and advice.

For example the International Correspondence School offers a total programme of training from basic outlines of the fitness field exercise and how it affects the body sports programmes and how to design them testing and evaluation life skills injury prevention and nutrition for optimal performance. Most if not all of these home courses do just that allow you to study at home and work at your own pace as convenient. For those already in employment experience shows employers appreciate those who demonstrate resolution and application to improve themselves via home correspondence courses. Some top companies will even when approached help pay for home study courses. For fees refer to your current issue of CRAC they range from tens to hundreds of pounds. But all reputable courses will take your personal situation into account and often spread out the cost over monthly payments often with no interest. As SMAE one of the greatest and best long established home study courses say “The greatest investment you can make is to invest in yourself…obtain read and practice. Once you qualify teaching others can be satisfying and most rewarding.

HOW YOU CAN GET FINANCIAL HELP For those short of finances vocation courses at further education centres/schools tuition fees may be subsidized or waived completely for selected students who can produce documentary evidence of shortage of cash via unemployment benefit giro checks income support order book or family credits order books etc. Check the list at your local employment centre. At other times there may be discretionary waiving of fees if you inform the principal of your department of adult education of your circumstances. You may in fact be eligible for a Career Development Loan to help you pay for vocational training as SMAE is approved. For information see your local job centre or telephone O8OO 585 5O5 free of charge for an explanatory booklet. See also FREE POST CAREER DEVELOPMENT.P.O.BOX 99 SUDBURY SUFFOLK COIO 6BR. For the SMAE INSTUTE established since I9I9 for Physiotherapy as a profession tel. O628 2IIOO or O628 3244O or 32449 or write to The SMAE Institute The New Hall Bath Road Maidenhead Berks SL6 4LA.Please mention No BULL magazine in this and all other enquires and recommendations.

FREE INFORMATION We cannot stress enough you should visit your library it’s the best source of information and it’s free. Specialist books and often videos covering nutrition and weight training are around. Whilst the latest updated information is covered in depth in NO BULL MAGAZINE or available via its offered book sales.

NO BULL will keep you up to date with all that’s new in sports nutrition schedules strength fitness and health updates from worldwide sources.

WANNA BE A FILM STAR? Whilst it would be nice if all bodybuilders could end up making their fortunes as film stars or models but its more realistic to seek other areas in the fitness industry. For many of this you will need training.

You will need information and practical training from home study further education school college or night classes. A gym instructor for example requires practical skills combined with on going work experience. Not only a basic knowledge of anatomy physiology and nutrition but to have the ability to communicate

that knowledge and interact socially with confidence.You must also be prepared to WORK HARD physically for long hours and continue to learn while maintaining enthusiasm. You should learn to work out personalized programmes and diet requirements allowing for individual pace and capabilities. As a sensible precaution you should also always take out PROFESSIONAL INDEMNITY INSURANCE.

RUN YOUR OWN GYM It’s truly satisfying to just run a gym but other practitioners are also constantly in great demand and probably better paid. The career prospects are excellent with vacancies in the health and fitness field and complementary therapies calling for Aerobics instructors fitness training instructors one on one coaches health club and leisure centre management gymnasiums nutrition councilors recreation activity directors or back to your own home gym for fitness or hard core lifting for bodybuilding enthusiasts.

TRY SOME MODELLING Also modelling sports clothes equipment supplements various training equipment running or appearing in physical culture lifting or bodybuilding shows or as an Osteopath Physiotherapist Remedial gymnast Massage Swimming pool attendants Fitness activities staff both at home or onboard ships. Overseas appointments in holiday camps plus consultants in Aromatherapy Hypnotherapy Chiropractic medicine Herbalism Naturopathy and so on. The list is endless and vacancies always occurring.

SEARCHING FOR EMPLOYMENT. Now you have the qualifications and the enthusiasm where do you find work the search is on. You will soon discover the harder you work the luckier you will become.

Look in your local paper and the many ‘free papers now available and check out local clubs health studios schools Y.M.C.A. and health farms.

Make your local employment officer well aware of your ambitions availability and capabilities. Keep pestering them so they get to know you and your interests. Search youth clubs council free papers get out and about and visit shows exhibitions and sell yourself. Prepare your C.V. listing your ambitions qualifications and experience etc.

Show a keenness to work advertise yourself in your local paper and via shop window adverts. Bombard your vicinity with enthusiasm and information about yourself and your abilities. Use photocopies but sign them individually include C.V’s and add a specifically targeted note to each prospective employer. The present vogue for athletic bodies should mean your campaign could bring you modelling or media work if you try hard enough. Ensure you keep fit and healthy yourself it’s your own best advertisement good skin hair posture and personality should be at their best.

Watch out for adverts in NO BULL Magazine contact MICK HART editor in chief take out your own advert in the mag and sell yourself. Always remember to make replies easier and quicker for prospective employers by including a stamped and self addressed envelope with your own material. Meanwhile keep up with your further education and hobbies Develop poise a confident air clear speech and appearance. A potential employer will look for a clean tidy and most of all cheerful individual who is himself or herself a good example of a healthy lifestyle. We now follow this general advice with some listings of suggested addresses to contact for further information.

Remember these are just random selections and are not intended as a complete directory. Never send money to advertisers until you are CONVINCED the course is right and worthwhile for your individual purpose. ENSURE you have a MONEY BACK guarantee before enrolling asking them for references.

No Bull Magazine or the author of this article accept no responsibilities for any reader who may lose money or be dissatisfied with correspondence courses as we have suggested fair safeguards. However we do wish you well with your studies and eventual success in the health and fitness industry and welcome positive suggestions or experiences.

Recognised qualifications to look or aim for.

Qualified physiotherapists should have the following; MCSP SRP and Grad Dis Phys.Physiotherapists with an interest in sports medicine can belong to the ACPSM i.e. Association of Chartered Physiotherapists in Sports Medicine.

Qualified Osteopaths/Chiropractors need DO MRO LRCPS LCOM LRCP and DCh.

Physiologists having PhD BA and MA indicate university training.

Dieticians BSc and SRD.

Doctors D Sp med for sports medicine course. Drs with DO MRO LRCPS LCOM LRCP DCh IOM SOM BAMM and FIMM all indicate the doctor manipulates bones not people

The BASM is the British Association of Sport and Medicine.

For health studios and alternative health practices look in your yellow pages.

For gyms obtain a copy of SHAWS FITNESS DIRECTORY.

For Nutrition see No BULL mag and its adverts of supplement suppliers also visit health food stores who often have FREE health magazines.

For membership of BAWLA NABBA WABBA IFBB ANB EFBB and other assorted physical culture associations see again current issue of your favorite muscle magazines. For current address look in Show reports or Whats on for books videos mags and other learning aids. See adverts in NO BULL mag.

About the writer:  By Top UK Bodybuilding And Steroid Expert Mick Hart. Learn how to Build Lean Muscle At Micks new Blog