An Ezine for Advertisers

May 22, 2008

an Ezine for Advertisers

Issue #535

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   IN this ISSUE....   

.

  • 3 Bits of Copy Worth Agonizing Over

  • GUERILLA Marketing - OFFLINE

  • Marketing TIPS...

  • Your Classifieds

  • Services

 

From the Editor

     

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RUMBLES from the Jungle,

an ongoing Safari in the ever changing Jungle of Online Marketing...

 

RUMBLES is an ezine for advertisers, providing useful information about online marketing and advertising.  We help you save money and time, by sharing ways

to improve your online advertising results. 

 

 

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Rhonda Hailey

 


 

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Feature Article..

 

 

 

The Only 3 Bits of Copy Worth Agonizing Over
By Bob Bly

One of the most labor-intensive, time-consuming marketing tasks is
copywriting. Not necessarily writing the copy… but agonizing over
what has been written.

As a copywriter, I do this all the time. I fret to an insane degree over
every sentence, reading the copy over and over again, questioning
whether the wording could be stronger.

It literally keeps me up at night.

Marketers do the same thing. They mark change after change on a
nearly finished promotion, agonizing over whether the copy says
exactly the right thing, in exactly the right way.

The irony, of course, is that, in most situations, all this agonizing is for
naught.

I don’t mean to say that copy is unimportant. But most of the time,
whether you go with "version A" or "version B" wouldn’t make one iota
of difference in your response rate.

So I DO think you should agonize over your copy… but only a small
fraction of it.

Specifically, here are three "hot spots" where what you say - and how
you say it - really, really matters:

1. The first hot spot is determined by its position in the promotion.

In a standard, #10 direct-mail package, critical copy is the teaser on
the outer envelope and the headline and lead of the sales letter. In a
magalog, it’s the copy on the front cover… the inside front cover… the
headline and lead on page 3… and the back cover.

These sections are worth stressing over, because different wording can
result in dramatic increases or decreases in your response rates.

2. The second hot spot is where you describe the central message,
theme, or idea of your selling proposition.

For instance, do you position your newsletter’s recommendations on
energy stocks as a way for your reader to hedge his portfolio against a
bear market triggered by rising oil prices? Or do you talk about how he
can profit from the "next big thing" in energy investing - which,
according to your editor, is that crude oil will reach $200 a barrel by the
end of the decade?

The "big idea" of your promotion - and the way you express it - really
matters.

3. The third hot spot is where you describe the offer.

Offering a "free information kit," for instance, usually generates more
leads than the vaguer "send for more information." The idea of a "kit" is
somehow more tangible and sounds more valuable.

On the order form, changing even one word in the copy can mean the
difference between a winner and a disaster - for instance, "$100 a year"
vs. "$500 a year" or "10-day money-back guarantee" vs. "90-day
money-back guarantee."

It is worth your time to continue to polish and fine-tune these three
critical areas… until you feel confident that what you’ve got can work.

You could spend the same amount of time agonizing over everything
else in your mailer. But since most of it won’t make much difference
either way in the response and sales generated… well, why bother?

[Ed. Note: Bob Bly is a freelance copywriter and the author of more
than 70 books. Together with Michael Masterson, Bob has put together
a comprehensive program that reveals insider secrets of direct
marketing. Keep in mind that you can use direct marketing to help you
grow any business - whether it’s a brick-and-mortar store or an online
company. Learn the details here.

 

 

   

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GUERILLA Marketing - OFFLINE

          If you are an independent or small business owner, you probably don't

          have the large corporate advertising budget of a major hospital or

Coca-Cola...  You must find ways to get your name, brand  and message to your target market in less expensive ways.

          Less expensive does not mean you have to resort to cheap or tacky

          gimicks.

 

The more you know about the best prospect for your product or service, the easier it is to implement guerilla tactics.

 

If your business serves folks from all over the state,  country or multiple countries.. then the internet is definitely your friend.

 

But what if your business serves a 20 mile radius or less?  What if you can narrow that target market down even further... by gender, age, income and interests?

 

Seek out the media and resources that your prime prospect reads/ uses on a regular basis and purchase "space" or ancillary products/ services to get the most bang from your advertising buck.

 

For instance, if your prime prospect is a parent in a certain school district/ town, with children who attend K-5; a perfect media for you would be book covers, directories, folders/ materials that the school uses to keep in touch with parents. 

 

One offline service that we provide are SCHOOL FOLDERS.  These are often referred to as the "Take Home Folder" and is what the teachers/ schools use to send important papers to / from parents.  IE: PTA letters, school newsletter... graded papers, etc.  It's an open line of communication between the school and parents.

 

 

 

 

These are perfect for the guerilla marketer.

 

1.  It Targets a specific part of your market

2.  Your message is UP CLOSE, in the face of your target

    every single week for the entire school year.

3.  You get Brand Recognition

4.  You Establish TRUST/ bond with the community

5.  You get EXCLUSIVITY, so only one Chiro or Ins Agent, etc.

6.  It doesn't get thrown in the trash....  so you get LONGEVITY

7.  and the cpm is extremely Cost Effective.

 

AWESOME!

 

 

If this guerilla tactic sounds like something that will work for you; contact me via my private messenger below. We serve 100's of school districts.  Maybe one of them is yours. :)

 

Sincerely,

 

Rhonda Hailey

 

 

 

 

Marketing TIPS

 

 

 

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This weeks Ad Code: John 1:12

 

Yet to all who received him, to those who believed in his name,

he gave the right to become children to God.

 

 

 
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RUMBLES from the Jungle                                                          

Rhonda Hailey, Editor
http://rumblesfromthejungle.com

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