Search CompleteMarkets

... yet. Don't let anyone tell you your copy is too long' or that no one will read all that. Sometimes we become so entrenched in our business, so caught up in the day-to-day operations and deadlines, which we neglect to stand back and view our work with a critical eye. This perspective sometimes reveals that we are failing to follow the basics. So, here's a little direct mail refresher course. Grade yourself, using your own results. Create your mailings to provide information to genuine prospects (forget about the suspects') . Prospects need and want information to help make a buying decision. Give it to them. Answer every reasonable question they might have. That means you're going to be lengthy. Don't let anyone tell you your copy is too long' or that no ... Popular Recent All Back Getting Back To Basics 4/30/2013 12:00:00 AM by CompleteMarkets Editor , Andrew Byrne This content has not been rated yet. Don't let anyone tell you your copy is too long' or that no one will read all that. Sometimes we become so entrenched in our business, so caught up in the day-to-day operations and deadlines, which we neglect to stand back and view our work with a critical eye. This perspective sometimes reveals that we are failing to follow the basics. So, here's a little direct mail refresher course. Grade yourself, using your own results. Create your mailings to provide information to genuine prospects (forget about the suspects') . Prospects need and want information to help make a buying decision. Give it to them ...

... it, how he should do it, what he stands to lose if he doesn't do it....

... develop a productive, solid, and long-term relationship with reporters and editors, think like they do. Understand the pressures and constraints that they face. When you tailor your pitch to their needs, you become an indispensable ally. Here are some key points to get you thinking like a journalist. You'll stand out from the rest when you deal with the media on their terms. They'll find it refreshing and, yes, even helpful. THINK LONG-TERM In the fable, The Boy Who Cried Wolf, the townspeople were fooled by the boy who claimed the wolf was about to attack them. After a few of these false claims, the townspeople stopped believing the boy and ignored him. Substitute the PR person for the boy, the media for the townspeople, and your client for the wolf ... Maynard provides tips to help you think like a journalist. &# 160 If you want to develop a productive, solid, and long-term relationship with reporters and editors, think like they do. Understand the pressures and constraints that they face. When you tailor your pitch to their needs, you become an indispensable ally. Here are some key points to get you thinking like a journalist. You'll stand out from the rest when you deal with the media on their terms. They'll find it refreshing and, yes, even helpful. THINK LONG-TERM In the fable, The Boy Who Cried Wolf, the townspeople were fooled by the boy who claimed the wolf was about to attack them. After a few of these false claims, the townspeople stopped believing the boy and ignored him. Substitute the ...

... when flights are delayed. Even the stilted little speeches before taking off and landing are all the same. Thank you for flying [insert name of airline] . We know you have many choices. And then there are those deadly words that every airline uses: Let us be the first to welcome you to [whatever the final destination might be] . ' For example, it sure would be refreshing to hear the flight attendant say, Hey folks, we're here. Let's give the pilots a round of applause for doing a great job. We know it was a long flight and we're going to get you off this plane quickly so you can get home. Sally, Mike, and I had fun serving you. How did we do? You were just great. Thanks for coming ... sales of computer equipment are dismal. Of course manufacturers can sell more cars if they load up the incentives. Take them off, and sales drop. But life's different elsewhere. Take Krispy Kreme donuts. As the company invades Yankee territory from its Deep South base, first-hand reports are amazingly consistent. I waited for two hours to get those donuts, ' customers say with pride, suggesting that standing in long lines for donuts is something of a badge of honor. And no one ever comes away from a Krispy Kreme shop with less than a dozen. Who'd think that donuts could make prized gifts? I remember the day a co-worker returned from a vacation in the South. Before coming back, she called to say that she was bringing a box of Krispy Kremes with her. Since ...

... when flights are delayed. Even the stilted little speeches before taking off and landing are all the same. Thank you for flying [insert name of airline] . We know you have many choices. And then there are those deadly words that every airline uses: Let us be the first to welcome you to [whatever the final destination might be] . ' For example, it sure would be refreshing to hear the flight attendant say, Hey folks, we're here. Let's give the pilots a round of applause for doing a great job. We know it was a long flight and we're going to get you off this plane quickly so you can get home. Sally, Mike, and I had fun serving you. How did we do? You were just great. Thanks for coming ... sales of computer equipment are dismal. Of course manufacturers can sell more cars if they load up the incentives. Take them off, and sales drop. But life's different elsewhere. Take Krispy Kreme donuts. As the company invades Yankee territory from its Deep South base, first-hand reports are amazingly consistent. I waited for two hours to get those donuts, ' customers say with pride, suggesting that standing in long lines for donuts is something of a badge of honor. And no one ever comes away from a Krispy Kreme shop with less than a dozen. Who'd think that donuts could make prized gifts? I remember the day a co-worker returned from a vacation in the South. Before coming back, she called to say that she was bringing a box of Krispy Kremes with her. Since ...