http://www.mikecapuzzi.tv/2011/07/

In case you missed it, it’s well worth three minutes of your time to check it out.

On this particular episode I shared three tips for helping your improve your business and marketing.

Resource #1

The first was a little, classic book by Charlie “Tremendous” Jones called “Life is Tremendous.”

This book is less than 100 pages and over 2 million copies of this book have been sold since it was first published.  It’s full of positive and actionable leadership strategies relevant to everybody reading this article.

While you may not have heard of Charlie Jones, who passed away in 2008, don’t let that stop you from reading this book.  You can grab a copy for under $10.00 on amazon.com.

Resource #2

Would you like free access to a number of must-read newsletters from the late, great copywriting and direct marketing expert, Gary Halbert?  Then check out

www.thegaryhalbertletter.com

If you don’t know who Gary Halbert was, you should.  He was one of the most successful copywriters who ever lived before passing away in 2007.

Starting in the late 80’s, Gary wrote The Gary Halbert Letter, a monthly print newsletter full of marketing wisdom and Gary’s unique style of writing and wit.

Fortunately, you can access many past editions of Gary’s newsletter at the web site above.  And while it’s not the easiest site to navigate and it will take you a few clicks to get to them, but its well worth the search.

Resource #3

My last resource is a proven direct mail strategy and one I’ve used many times in my own business. It’s a format that practically guarantees the piece will be opened.

Think you know what it is?  It’s making your direct mail look like a personalized greeting card.

Who can resist not opening up something that looks like a birthday or greeting card?

The key for a successful mailing is to make it look exactly like a card envelope you would buy at a greeting card store.

You want to handwrite the recipient’s name and address or use a handwritten font at a minimum.

Personally, I put my name and return address on the envelope and depending on the context of the mailing, I may use a CopyDoodle on the outside as a teaser.

You should also use a live stamp.  The point is to make it look like you’re sending one card to one friend.

8 times out of 10, I will put in a greeting-card style mailer inside the envelope.  It could be a thank you card, an obscure holiday card or you can even make up your own holiday reason for mailing like my friend Charlie McDermott did with his recent National Web TV Day mailing.

So if you want to create a direct mail piece that begs to be opened, create your own greeting card-style mailer.

You can check out past episodes of my 3 in 3 web TV show (the only web TV show guaranteed to give you three valuable business resources in only 3 minutes) at

http://www.mikecapuzzi.tv/3-in-3

Post Footer automatically generated by Add Post Footer Plugin for wordpress.

I want to continue sharing a few cool direct marketing examples that recently caught my eye, including a really smart online up sell strategy that got me to spend more money.

To download a high-resolution version of these direct marketing examples, click here.

http://mikefiles.com/example2.zip

This direct marketing example came to me in the mail from Google. Inside, Google is giving me a $100 credit to try out AdWords. This in and of itself is a smart strategy, but what I like the most about this direct marketing example was the fact Google showed me the “gift card” through the envelope. They did not hide it in the envelope but instead used the window to allow me to see it.

Many direct marketing examples and packages I critique for clients make the mistake of hiding the big benefit inside an envelope that offers no indication of what’s inside. If you’re sending something valuable in the package, make sure the recipient knows about it on the outside of the package!

This next direct marketing example was a fun-looking piece I received after enrolling in Cigars International Cigar of the Month club. They sent me my own “passport” in the welcome package, which reminded me of all the benefits I was going to receive. Very smart and fun strategy for those of you who offer membership packages and one I am going to swipe for future use!

Finally, this last direct marketing example is one that blew me away (and got me to open up my wallet to spend even more money). It comes from Cigars International again, and after placing my online order, rather than present me with a typical upsell offer, they asked me if I wanted to play their “Whack-a-Deal” game which is a variation of the classic ‘whac-a- mole” carnival game.

Words cannot due this justice, so check out this video I captured as I went through the process.

http://www.mikecapuzzi.com/evp/?seed=whack

So there you have several unique direct marketing examples, which I hope can help you in your marketing. If you have any other direct marketing examples you’d like to share with me, leave me a note below!

Post Footer automatically generated by Add Post Footer Plugin for wordpress.

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!

Post Footer automatically generated by Add Post Footer Plugin for wordpress.

The typical business card is the most ubiquitous 7 square inches of marketing in the entire world – yet it’s also a fact that 98% of business card layouts stink when it comes to doing something really important for the person carrying them – creating business!

Think back to when you created your first business card… what were you concerned with?

Your logo?

Using pretty colors?

What title you should use (e.g. President, Owner, etc.)?

Smart entrepreneurs who study direct marketing know the power and opportunity of every touch-point with a prospect or customer and they start with their business card layouts.

The key is to think direct-response and create a business card that offers the person you’re giving it to – a chance to respond to something.

In the rest of this article, I will share 7 secrets for creating a powerful business card that will make you stand out and add dollars to your bank account.

Secret #1 – Don’t Use Free Business Cards

You know the ones I am talking about. The offer is so tempting, I mean, “it’s only a business card, right?”

These are the cards, like the one above, that have the no-so-little tag line on the back such as, “Business cards are free at…”

So what’s your first impression when somebody hands you one of these numbingly boring business card layouts? - “Geez, they must not be doing so well if the best they can do is give me a free business card” – or something like that, right?

In the end, free business cards and free business card layouts will end up costing you money. Don’t use them!

Secret #2 – Create Specific Cards For Specific Purposes

Printing high-quality, custom business cards is fast and inexpensive. Any local printer can create them for you and there are a ton of Web-based companies that have 24 hour turn-around.

My advice is to have different business card layouts for different reasons and know your “reasons why” you need a specific card for a specific event. Ask yourself this important question:

“When I hand somebody a card – what is the one single action I want them to take?”

Recently I attended a copy writing seminar. One of my goals was to find suitable joint-venture partners for promoting CopyDoodles®. I specifically created one of my famous “mini-brochure” business cards specifically for this event. My local printer only printed 25 of them and they were laser-focused.

Consider creating business card layouts where you:

• Make a special offer
• Offer a free report, CD or gift
• Create an invitation for joint-venture partners
• Ask for referrals, etc.

Secret #3 – Double the Power with Double-Sided Business Card Layouts

If you only take one idea away from this article – this one is it!

I highly recommend every business card you print be a double-sided business card (printing on both sides).

Why?

Because you’ve immediately doubled the amount of space to have a clear, relevant marketing message AND because most people don’t do this, so your card will stand out! Makes sense... doesn’t it?

Here are a few outstanding ideas of what you can put on the second side of your business card:

• A time-based offer
• A powerful testimonial
• Business-specific tips
• Photos of happy customers
• An area where you can write in a personal note to the person you’re giving it to

Secret #4 – Don’t Use Paper

Get this; your business card doesn’t have to be the traditional paper card. Today, you can have a business card made out of metal, plastic, magnets, even wood.

For years, I carried a business card CD-ROM, which is a computer CD (or DVD) in the shape of a business card, like the ones above.

My card contained a 5 minute video that auto-played when inserted into a computer and then immediately took the viewer to my web site after the video was over. I always got a decent response whenever I handed these out.

The biggest advice I can offer you with regards to creating a card out of something other than paper is to have a congruent reason-why you’re doing it. If you can match this reason with your main offer or business message – you’ll be ahead of the game!

Secret #5 – Add Emphasis with CopyDoodles

Smart marketers know CopyDoodles are the world’s fastest and easiest way a personal, “me to you” look. They also add visual spice and a “wow-factor” to your marketing.

Use CopyDoodles and our matching CopyFonts to create unique-looking business card layouts that don’t blend in with the masses, but stand out and get noticed.

Attract the reader’s eye to specific areas of your card with hand-drawn arrows and stars or add a personal handwritten note like “Call Me” for a unique-looking business card.

Secret #6 – Add Personality with Caricatures

I believe every business owner and entrepreneur should have a caricature of themselves.

C’mon folks… life’s too short to be boring and cookie-cutter. If you want your business to be invisible to the world… just do what everybody else in your industry is doing!

You can get a high-quality, custom caricature for less than $150 if you search the Web. They’re a fun way to add some quirky personality and visual eye-candy to your business card layouts.

Secret #7 – Create a “Mini-Brochure” Card

My last secret is a big one – literally.

Who says business card layouts can only be 2.5 inches by 3 inches?
Did you know you can create a mini-brochure that has the same footprint as traditional business card layouts?

By simply adding panels to your card, you can easily 2x, 3x or 4x the area for your message. I’ve used mini-brochure business card layouts for years and the one I created most recently was a double-sided, three panel card.

This means I was able to get three business cards worth of content into something when folded down was the same size as an ordinary business card.

Now I don’t advise you to make a mini-brochure your primary card, but they do make sense when attending events or when you want to make a BIG impression.

You’ve gained tremendous insights by reading this far and I trust you will take action and make a few important tweaks to your business card layouts.

If you would like to see a powerful, 9 minute video where I go into more detail and share three other secrets about boosting the power of your business card layouts, visit:

http://www.mikecapuzzi.tv/business-card-layouts/

Post Footer automatically generated by Add Post Footer Plugin for wordpress.

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

Post Footer automatically generated by Add Post Footer Plugin for wordpress.

Today I want to focus on an often over-looked, left to the last minute component of many direct marketing mail packages – the envelope. If you were to study any of the great direct mail marketers, each will reaffirm the critical importance of the design and look of your envelopes and how certain design principles can result in very profitable increases in response.

If you were to ask any layperson what the purpose of the envelope is and they will typically say its job is to hold your mailings contents together and get them delivered as you intended without them getting lost or damaged.

And they would be right. This would be the “physical” job of the envelope (and an important one at that), but it would not be the answer we marketers are focused on. Ask any sharp marketer what the purpose of an envelope is and he or she will tell you it’s to ensure the recipient notices your direct marketing mail and opens it immediately.

This is what your envelopes must do and in today’s world with all of the junk mail that we receive, this is no small task. Whole books have been written about envelope design and strategy and if you’re so inclined I would suggest you seek out books written by Dick Benson, Herschell Gordon Lewis, Denny Hatch, and Dan Kennedy.

If you don’t have the time or interest, you’re still in luck because I am going to give you several useful and easy-to-use strategies for ensuring your envelopes are getting ripped open immediately.

Two Envelope Design Strategies

There are two basic strategies you can employ when designing your envelopes. The first is what I call the positive recognition strategy. This strategy is designed to result in an “Oh, it’s from your-name-here and I need to open it” response.

This strategy works when you have a relationship with your recipients and that relationship alone is enough to get them to open the envelope (thought you may still want to use several of the envelope booster strategies I mention below).

The second strategy is to arouse significant curiosity from your recipient with your direct marketing mail piece. This strategy can be used with any type of market, cold or warm and it taps into one of the strongest human emotions – curiosity – to get them to open your envelope.

There are different ways you can arouse significant curiosity with your direct marketing mail envelopes, including:

• The envelope that carries a promise
• The important-looking envelope
• The questioning envelope
• The tell-all envelope
• The blind envelope

There are certain parameters that need to be considered when and how to use one of these styles of envelopes and to see examples of each of these, watch this video:

http://www.mikecapuzzi.tv/

Direct Marketing Mail: 10 Smart Envelope Boosters

Regardless of which of the two design strategies you use, there are several “envelope boosters” you can use on your envelope to get the attention of the recipient and practically guarantee they will open it immediately.

These envelope booster strategies are all concerned with “the look” of your envelopes and what you are doing on them to grab attention and yield response. Each is easy to use and anybody reading this article can and should use all of them when designing their envelopes.

1. Fun, live postal stamps – actual first class stamps get more response than bulk rate stamps. Consider using special edition, fun stamps to get more attention.
2. Use both sides – printing on both sides of the envelope can be a smart strategy to get your envelopes to stand out from the rest. Consider adding photos or testimonials to the other side so they will be seen as the envelope is being opened.
3. Non-paper envelopes – there are several alternatives to traditional paper envelopes, including translucent, mirror, linen, denim and clear envelopes.
4. Unique envelope shapes – consider sending your next direct marketing mailing in a unique sized envelope that stands out from all the #10 and 9 x 12 envelopes that fill your mail box. One size I like to use is the invitation sized envelope to send personalized mailings.
5. Colored envelopes – a smart strategy to tie into the time of year or an upcoming holiday (e.g. red envelopes for Valentines Day). There are just as many envelope colors as there are sizes and materials.
6. Tease with CopyDoodles® - using handwritten fonts and doodles and teaser copy on your direct marketing mail envelopes helps them stand out and get noticed right away.
7. Alert with CopyStamps – simulated rubber stamps on your envelopes creates a sense of urgency. Like any of these boosters, these should be used within the correct context of your entire mailing.
8. Engage with CopyComics – Putting cartoons on your direct marketing mail envelopes can be a fun and unique way to engage your recipients, especially when they are personalized to the individual. Check out this video where I show smart ways to use cartoons in your marketing.
http://www.mikecapuzzi.tv/advertising-a-business-using-comics
9. Fun, quirky elements – In this day and age, anything that stands out from all the plain vanilla marketing is a good thing. There are certain elements you can add to your envelopes to make them appear as one-off and individualized as possible.
10. Unique photos – I love using fun, unique photos on envelopes. Photos are proven attention-grabbers and should be used in your direct marketing mail design arsenal.

For more details on these 10 envelope boosters and to see examples of each, please check out this video:

http://www.mikecapuzzi.tv/

I hope this article has opened your eyes to the rather important job your envelopes have and the major part they play in getting maximum response out of your direct marketing mail campaigns. Your envelopes should not be an afterthought when it comes to creating profitable and response boosting direct marketing mail.

If you would like to discover more ways that your marketing can stand out with the use of CopyDoodles and copy cosmetics, check out our Copy Boosting Profits Secrets Course and our CopyDoodles Best Practices Webinar Series!

Post Footer automatically generated by Add Post Footer Plugin for wordpress.

Back in April of 1998, marketing guru and master copywriter, Dan S. Kennedy wrote in his newsletter… “Cosmetics Matter!”

What Dan was referring to is one of the most often over-looked and misunderstood copywriting and direct marketing strategies, which concerns “the look” of your copywriting and marketing materials. Regardless if you are working on online or offline marketing, “how it looks is CRITICAL for maximum response.”

While you may not consider yourself a “copywriter” if you are putting words to paper or pixels with the intent of ultimately making money… YOU ARE A COPYWRITER and you should understand the importance of copy cosmetic techniques.

One important note.  Copy cosmetics do not replace the importance of traditional copywriting techniques, such as headline development, creating a compelling offer, etc.

Copy cosmetics enhance the foundation of good copywriting by making your copy visually more interesting and easier to read.

Copy cosmetics include techniques and strategies which:

•    Grab attention!
•    Promise an easy read
•    Convert readership into action
•    “Airs out”  your copy
•    Creates the look and feel of a personal, 1:1 message
•    Creates a “dual readership path” for skimmers

These strategies also allow you to differentiate yourself and standout from the majority of plain vanilla marketers and when used correctly create in increase in response.

So here’s some of my best copy cosmetic tips:

Use interesting photos and images whenever possible.  Typically, these are the first thing the eye is attracted to when glancing at a marketing piece.

-Always have a caption with your photo or image.  It’s logical if the image is the first thing looked at that a caption would be the second, therefore make sure you have a good caption with a strong benefit.

-Use sans-serif fonts for body copy online and serif fonts for body copy for printed materials.

-Vary font size throughout your copy (e.g. a headline at 48 points versus body copy at 12 points).

-Use underlining, boldfacing, simulated hi-lighting and fonts to recreate voice inflection in print.

-Use subheads to break up body copy and offer skimmers a quick readership path.

-Use CopyDoodles™ to simulate handwritten margin notes and doodles.

Remember these tips go along with well-written copy.  They do not replace it, but like a fine wine with a gourmet dinner, it will enhance and improve the overall copywriting design effort.

Post Footer automatically generated by Add Post Footer Plugin for wordpress.

The big lesson for today is understanding how to create marketing that crosses the goal line.  What I mean is, in many cases marketing will get somebody to a certain point in the process and then not create the final and necessary steps to score (a.k.a. get the prospect to take action).

Using a football metaphor, it’s similar to getting to the five yard line and then not being able to get a touchdown.  All the work to get them to a certain point has been done, but not the necessary final push to score.

In my pile of mail today, I received a direct mail advertisement that exemplifies this short-coming.  Let’s walk through both the letter and the envelope it came in. The blue notes are my notes to you to illustrate the good and bad points

When I received this direct mail advertisement envelope, it looked very personal (except for the indicia) which gave it away as business mail.  The direct mail advertisement was hand-written in real handwriting, taking it to the 5 yard line, but then the company used an indicia versus a live stamp, which prevented the score. Even though this was a mistake the marketer receives a B+ for effort.  Now let’s look at the letter.

This direct mail advertisement letter is a classic example of doing a few good things, but several really dumb things that negate all the good work.  First the good things:

• Personalization increases response and increases conversion.

• Hand-signed signature conveys a real “me to you” letter so it appears to be coming from a real person.

Unfortunately, that’s about it for good techniques.  Now for the bad…

• Logo at top of letter tells me right way this is not personal correspondence (I wonder why they can afford a color logo, but not “real” printing for the envelope?)

• Copy is very weak and is classic, corporate-style copy.  It’s all about them and not my pains and concerns.  When writing copy, always keep your prospect and his pains in mind.  Remember, your reader is always thinking W.I.I.F.M – “what’s in it for me?”

• This direct mail advertisement has no strong call to action.  No urgency.  All he is doing is warning me that he’s going to call.  It would have been much better if he gave me the opportunity to raise my hand and request information from him.

• Telling me to visit their Web site without giving me a reason to visit is worthless and a waste of prime copy real estate.

• Other side of the direct mail advertisement letter was completely blank and could have been used for testimonials, etc.

So there you have it.  A business to business direct mail advertisement letter that had the makings of a pretty decent direct mail package that fails to cross the goal line.

If you’re going to do the hard work of marketing your product or service, make sure you go follow through and create marketing that grabs attention and converts.

Remember, getting all the way to the five yard line, regardless of how you got there, doesn’t count for anything!

Click on the link to download a PDF of this direct mail advertisement envelope and letter example.

Post Footer automatically generated by Add Post Footer Plugin for wordpress.

Not familiar with GKIC-Philly?  GKIC-Philly is a group of over 180 business owners, sales and marketing professionals, entrepreneurs, and professional practice owners interested in learning more about the direct marketing strategies and techniques taught by marketing gurus, Dan Kennedy, Bill Glazer and Michael Capuzzi.

GKIC-Philly offers you a unique opportunity to learn about direct marketing that goes against traditional, big, dumb marketing you see around every day.  Our type of marketing is measurable, affordable, and effective and yet we are not right for everybody.

GKIC-Philly is a resource for entrepreneurs who believe in "outside-the-box" thinking and ideas.  We are completely different than business referral groups and nothing like your local Chamber of Commerce. 

We are 100% focused on learning about marketing that works.Learn more at http://gkic-philly.com

Post Footer automatically generated by Add Post Footer Plugin for wordpress.