Recently one of the direct mail marketing examples< I received stood out beyond the rest of my mail and I thought an analysis of this piece would be useful to you.

Let’s begin with this marketing examples envelope and why and how it got me to rip it open in the first place.

This marketing examples envelope is using two smart techniques for making sure I opened it.

The first technique is that I can see the “$233.00 Credit Adjustment” showing through the window. This even got me to stop and wonder why I would be receiving a “credit adjustment” from Automotive News. It gets me thinking I have money coming my way and there’s no way I am not going to open it to find out more.

The other technique is the use of a simulated bar code and DO NOT BEND note. This is designed to convey to the recipient that the contents of this envelope are important.

For those of you who do direct mail, start collecting marketing examples, because this example is a great study on the one of the primary jobs of an envelope, which is to get the recipient to open it.

Let’s move on into what was inside the envelope.

The first marketing example is the order form. Since they piqued my interest with the “credit adjustment” they continue the storyline and I now see that the “credit adjustment” is really a discount in disguise. It’s critically important that if you have some type of teaser on the outside of your envelope, you make sure the contents inside are congruent with the same message.

Personally, I like this credit adjustment grabber and think many folks looking at these marketing examples could figure out a way to do something similar.

Other important techniques illustrated in this marketing example:

- They’re making me an “Industry Insider” offer, which makes me feel special.

- They listed the out savings and benefits for easy reference and to attract any skimmers. They are also using their email newsletter as a bonus to the purchase.

- Dated call to action requires fast action (remember if there’s no deadline, there’s no offer).

- They’re offering an Unconditional Money Back Guarantee and I suggest you check out the copy… “Although we’ve made the cost relatively negligible for you, still if you are ever dissatisfied for any reason, you’ll get a full refund on all un-mailed issues with no questions asked.”

The other piece that was inside the envelope (besides the business reply envelope) was a “buck slip” that showed both bonus gifts I would receive, if I subscribed (smart strategy).

This piece is notable because:

- They’re offering not one, but two free gifts with an order.

- Personalized free offer that makes the reader feel good! The personalized mug will have YOUR name on it and it is made special for the customer. The note “Automotive Genius of the Year,” promotes the customer as a genius for purchasing a subscription

- Quantities are limited, so they create urgency to act fast before they run out

Of course the one thing they’re not doing is using CopyDoodles® for making certain parts of this marketing examples pieces stand out, but overall there are a number of smart strategies you can swipe for your next mailing!

If I’ve missed anything or you have any other suggestions on how to improve marketing examples pieces, leave a comment below!

One of the critical mistakes made by copywriters and marketers who don’t understand the importance of what I call “copy cosmetics” is creating copy that is hard to read. Not because what it says, but because it’s physically hard to read.

Think about this for a moment. You either spend your time or hard-earned dollars on a professional copywriter to craft a unique and compelling direct marketing message. When the last period is added, you breathe a sigh of relief, and consider your job done.

Not so fast….

Now comes the important task of making your direct marketing copy:

- attention-grabbing
- personal-looking
- and easy-to-read

If you can accomplish these three goals, you’ve definitely increased the chances for a higher response rate versus not spending the time on the look of your copy and direct marketing.

Let’s look at a few direct marketing examples that came across my desk recently and study where they fall short in the copy cosmetics department.

This first example is an ad for a local restaurant in Philadelphia Magazine. Sure, there’s a classy-looking black and white photo to grab your attention, but can you read the copy? Not only is the font too small it’s also “reverse copy” meaning light colored type on a dark background. Knowing the demographic for this high-end restaurant probably doesn’t have the best eyesight, does it make sense to make the ad so unreadable?

Imagine spending the money on creating this direct marketing advertisement and running it in a high-priced magazine, only to fall short on readability.

This is a classic advertising blunder made by advertising agencies who don’t understand copy cosmetics. Their big goal is a nice-looking ad, not response (if you don’t believe me, look at this ad closer and tell how this ad could be measured).

Reverse copy is a definite response-killer and should be used only in certain ways and sparingly at most.

Here’s another example of a nice-looking “special report”, complete with the buff gym owner, but because of the heavy use of reverse copy, it makes the copy very hard to read, even for a younger target market.

Using full background photographs in marketing sure does look nice, but be very careful when placing copy on top of them and if you’re going to try to make somebody read the copy, keep it short and simple and as readable as possible.

Finally, here’s another classic, “let’s make hard it for the reader to read” mistake. This time it’s a direct marketing postcard I received in the mail from a local printing company (you’d think they would understand how to make a postcard easy to read, wouldn’t you?).

Besides not following proven direct marketing principles, check out how the font choice for their five “fresh ways.” Can you read them? Even with the actual postcard in front of you, you would have a very hard time. I have no idea why they decided to use a red, script font for these very important items for their postcard, but their selection of font definitely kills response. Make sure your font choices are readable to your target market and based on the media you’re using.

Not wanting to end this article on a negative note, this postcard does use one or two direct marketing techniques correctly. The black on white paper contrast helps make the overall piece much more readable and their use of a serif font for the body copy is a smart choice, since serif fonts (like Times New Roman, Courier, etc.) make offline direct marketing much easier to read.
The bottom line is the right use of copy cosmetics can make or break your direct marketing piece. Online or offline, it doesn’t matter. You must understand what increase readability and response and what decreases it.

If you want to know the right way to improve the response of your copy and direct marketing, check out my CopyBoosting Profit Secrets home study course. This is the recording of a one-day workshop where I focused on showing the right way to use more than 20 copy cosmetic techniques to improve the attention-grabbing power, readability and response of your direct marketing and copy. Grab your copy at http://www.mikecapuzzi.tv/special

As 2010 winds down, the smart entrepreneur automatically starts thinking about starting off 2011 with new and powerful initiatives.  I myself have spent a number of hours recently with my team thinking about creating even more value for my customers and clients.

This is a question you should be pondering too.  How can you create even more value for your customers, clients, or patients?

I have a number of new things to help business owners and entrepreneurs get more juice out of their marketing in 2011 and beyond.  Here's a list of the biggies and you can watch the video above to learn even more about each of these (and maybe get a few ideas for your business too!).

1. Former customer (and creator of the Lauren Edition of CopyDoodles), now marketing director, Lauren Wuscher has joined our team and will be focused on spreading the gospel of CopyDoodles.

2. Lauren will be publishing a CopyDoodles Access Club Members-only e-newsletter that will be chock-full of cool ideas to polish the look of your copy.  It's called CopyBling and the first issue is will be sent to Members later this week!

3. If you're heading to the Glazer-Kennedy Insider's Circle InfoSummit, make sure you stop by the CopyDoodles booth and say “Hi” to Lauren.  While you're there, she has a special, valuable gift for all attendees, so make sure you grab your Copy Cosmetics tip sheet in Baltimore!

4. We’ve updated our CopyDoodles Affiliate Program and are actively looking for the right Affiliates to help promote CopyDoodles.  We are also looking for Joint Venture partners to create industry niche editions. Let us know if either of these opportunities might be right for you.

5. I am starting a new Web TV network with two shows on it.  The first show is CopyDoodles TV, which is back in production for the third year.  Each month, I plan on releasing two valuable episodes to show you innovative ways to increase the attention-grabbing power of your marketing with CopyDoodles and everything else found in the CopyDoodles Access Club.

I am also producing a brand new Web TV show.  It's called Mike Capuzzi's 3 in 3 and you're gonna love it.  Each episode is only 3 minutes long and will contain 3 unique ideas, resources or tips to help you and your business.  It's very cool and our first episode is scheduled to debut on Tuesday, November 2, 2010!

6. Hundreds of folks have attended my CopyDoodles Success Webinars and based on the positive response, we'll keep bringing these to you.  These LIVE webinars will feature some of the smartest marketers and entrepreneurs I know in a content-rich, no-pitch monthly webinar.

7.In 2011, I will be hosting my second year of my Elite Experience Mastermind Group.  I am hosting an introductory webinar on November 4, 2010.  Details at:

http://www.mikecapuzzi.com/webinars/mastermind

8. And finally, I’ve spent the last year working on a very unique, very powerful "personalized marketing" software system that I plan on opening up to the world in early 2011.  Early adopters love it and it has the potential to change the way bricks and mortar business owners create marketing campaigns.

So that's what we are up to.  I hope each of these initiatives can help you build an even more profitable business in 2011!

My fax back was short and to the point… HELL YEAH!!!

I own the very first edition (1990) of The Ultimate Sales Letter and it was the book that introduced me to Dan Kennedy and his powerful marketing strategies.  To be asked personally by Dan to contribute to the 2011 edition of this book is an honor and shows how important Dan considers the topic of “copy cosmetics.”

As a matter of fact, back in May, I was the guest of Dan at his Business of Copywriting Academy where I discussed the topic of copy cosmetics and the critical relationship between HOW your copy looks and the response it gets.

Over the past few years, I’ve immersed myself in the study of copy cosmetic techniques and strategies.  One of these techniques includes the use of handwritten margin notes and doodles, which triggered the idea for CopyDoodles® first for my own client work and most recently for thousands of business owners around the world.

Copy cosmetics are an often overlooked, but critically important topic for any direct response marketer or copywriter.  Their proper use allows you to create attention-grabbing marketing that is easy (and fun) to read and makes an emotional connection with the reader.  Plus they set you apart from the 97% of marketers who don’t use them.

Plain Vanilla Letter

Letter Using Several Copy Cosmetic Strategies!

I’ve already started working on the chapter outline and I’ve identified 27 unique copy cosmetic strategies everybody should be using when crafting their copy (online or offline – it doesn’t matter).

Just today I was interviewed by restaurant marketing expert Rory Fatt, on how independent restaurant owners can use these techniques (if you would like a copy of this interview along with a cheat sheet of 27 techniques I will be writing about in the next edition of The Ultimate Sales Letter, simply share your copy cosmetic thoughts below and I will make sure we email it to you when it’s ready).

Mike Capuzzi presenting at Dan Kennedy’s Business of Copywriting Academy

This intense two-day workshop was designed to help professional copywriters improve their business by learning the fundamental marketing and business strategies Dan is so famous for.  Dan literally pealed back the curtains to his own copywriting business and showed attendees the nuts, bolts (and even warts) of how he built a seven figure copywriting business.

Mike Capuzzi & Dan Kennedy

Even though I was a guest, I still took pages of notes and was reminded of so many important success strategies we all need to be aware of in our businesses.  The most fundamental being one I first read from Napoleon Hill in his September 1921 edition of his magazine, “Hill’s Golden Rule.”

The September 1921 issue of Napoleon Hill’s “Hill’s Golden Rule”

In the issue of his magazine, Napoleon Hill wrote an article entitled “The End of the Rainbow,” where he described a number of turning points in his life and how they affected his path to success.

One idea in particular was fundamental to all others and in Hill’s own words, he writes,

“Here I got hold of the idea that it would pay me to perform more service and better service than what I was actually paid to perform.  This idea has become a fixed principle with me, and it now modifies all of my actions wherein I render service.”

Take a moment and re-read Hill’s words.  While I am sure the idea is not new to you, Hill’s simple idea is profound and truly a key to success for everybody reading this article.   Imagine if every business owner would deliver MORE service and BETTER service than what he or she was actually paid for.

I wonder what this would look like? And more importantly how can you and I make sure we are following this fundamental principle?

After being reminded by both Dan Kennedy and Napoleon Hill, I spent this past weekend remapping some of my own business strategies to ensure I was delivering more than what my own clients and customers were expecting and paying for.

The big result was a “new member” campaign together for members of my soon-to-be-released CopyDoodles Access Club.  My goal is to create an extraordinary experience for all new members and to do as much as I possibly can to help them improve their own businesses.   The campaign consists of emails, direct mail and a very valuable, surprise bonuses that all new members will receive automatically – and without them having to ask.

In 2010, no entrepreneur or business owner can afford to have gaps in their business and marketing.  Now is a great time to consider tightening up your own business practices.

Well I'm on the road again today this time to Cleveland, OH to speak at Dan Kennedy's "Business of Copywriting

Dan and Carla Kennedy stopped by to say hi to my wife Becky and I at the booth.

Academy."

I am going to be one of only three guest speakers at Dan's event and I'll be speaking on the topic of Copy Cosmetics.

The workshop is for professional copywriters and they'll be there to learn how to improve their marketing and business.

I'm excited to talk to this group because as you know, copy cosmetics is really my expertise.

I'm also excited to talk about the release CopyDoodles® Access Club or “CopyDoodles 2.0” as some folks have been calling it because it really is the future of CopyDoodles®.

CopyDoodles® Access Club allows you as a CopyDoodles customers to access all your powerful, attention-grabbing content –  even faster and easier than before!  And here's the good news,  CopyDoodles® Access Club includes CopyDoodles, CopyComics, CopyFonts, CopyFlash, and our innovative CopyGenerators.

So make sure to check back to my blog often as I'm hoping to post some pictures and notes from Dan's "Business Of Copywriting Academy" and I also plan on sending out some tweets and updating my Facebook page.

Talk to you soon.

Mike