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First, Best, or Different

Niche Marketing Matters

By John Bradley Jackson

Archive for the ‘Direct Mail’ Category

Your Signature Please

Tuesday, September 2nd, 2008

At the end of every e-mail is the signature line which tells the reader how to contact you. It also tells them a lot about you and your brand. Surprisingly, many people don’t take advantage of this last step in the communication process in an e-mail letter.

The minimum contact information that you should include in the signature line is your full name, title, company name, mail address, office phone, fax, and website. I suggest that you also restate your e-mail address.

Cell phone numbers are a personal preference. What I don’t like about including them is the perceived notion that you are available 24/7. Do you really want your customers calling you after hours or on weekends? If you do include your cell phone, it would make checking your cell phone voice mail a critical task. This is up to you.

Some people include their address for social networks such as LinkedIn, MySpace, and Facebook. Once again this is personal preference.

Your e-mail signature says a lot about your brand as a professional. One way to make your e-mail signature unique and memorable is to include a personal tagline. A tagline should be no more than three to five words and it should tell your customers why you are special. My tagline is “Be First, Best, or Different” and it appears at the top of my e-mail signature.

Sometimes a short biography is appropriate. If a bio is used make sure that it is no more than 50 words. The bio is good selling tool for an independent professional such as a consultant, attorney, or CPA.

Pulling it all together, here is a sample of what I use on my e-mails:

“Be First, Best, or Different”

John Bradley Jackson has over twenty-five years of sales and marketing experience from Silicon Valley and Wall Street. He is the author of the new book “First, Best, or Different: What Every Entrepreneur Needs to Know About Niche Marketing” and has written 100s of Internet articles on sales, marketing, and negotiation.

Mail address: XXXX Sunset Lane, Yorba Linda, California 92886
Phone: 714 777 XXXX
Fax: 714 777 XXXX
E-mail: johnbradleyjackson@gmail.com
Blog: http://www.firstbestordifferent.com/blog
Website: http://www.firstbestordifferent.com

John Bradley Jackson
© Copyright 2008 All rights reserved.

P.S. Everyone Reads the Postscript

Thursday, December 27th, 2007

Postscripts have been a very effective tool in direct mail marketing industry for many years. More often than not, the call to action is repeated in the postscript along with a special incentive.

A postscript (from post scriptum, a Latin expression meaning “after writing” and abbreviated P.S. or p.s.) is a sentence, paragraph, or occasionally many paragraphs added, often hastily and incidentally, after the signature of a letter or (sometimes) the main body of an essay or book.

After the headline, the “P.S.” is the second most frequently read part of the letter. A P.S. always gets read and it encourages the customer to act now.

While a postscript isn’t mandatory, it grabs attention in commercial e-mails, too. Often, readers will read the subject line and the hook, scan the key elements and go directly to the P.S. The P.S. should restate your hook and highlight your offer.

Postscripts have all the fun.

All the best,

John Bradley Jackson
© Copyright 2007 All rights reserved.

P. S. I will send a free copy of my book “First, Best, or Different” to the first person who comments on this blog.

P. P. S. The first two people who commented already have the book, so the book is still available.

Send Thanksgiving Cards

Monday, November 12th, 2007

Be different this holiday season. Don’t be like everyone else and send holiday cards and gifts for Christmas, Hanukah, and New Years. Instead send Thanksgiving cards or gifts.

Your well-intentioned best wishes during the year end holidays will only get watered down by the crush of others doing the same thing. Additionally, sending a Christmas card to someone of another faith is inconsiderate, if not dumb.

But, let me digress and tell you a little about Thanksgiving. Thanksgiving is uniquely North American holiday and universal in its appeal. Thanksgiving is celebrated on the fourth Thursday of November in the United States and on the second Monday of October in Canada. The four day weekend and some sympathetic marketing have made the holiday a bigger deal in the United States.

According to Wikipedia, the early settlers of Plymouth Colony in Massachusetts were particularly grateful to Squanto, the Native American who taught them how to both catch eel and grow corn and also served as their native interpreter (as Squanto had converted to Christianity and learned English as a slave in Europe). Without Squanto’s assistance, the settlers might not have survived in the New World.

The Plymouth settlers (who came to be called “Pilgrims” later) set apart a holiday immediately after their first harvest in 1621. They held an autumn celebration of food, feasting, and praising God. The Pilgrims invited the Native Americans for a feast that lasted three days.

Historical revisionists tend to take a harsher view and tell a story that includes lots of ale, abuse of the Native Americans, and land grabbing by the whites, but I prefer to dwell on the current message of Thanksgiving which modern marketers describe as a time of thanks and fellowship with family and friends.

Therefore, be like the Pilgrims and invite your neighbors over for Thanksgiving dinner. Send your customers and colleagues cards expressing your gratitude.

Do this and you will be remembered for being different from the crowd.

John Bradley Jackson
© Copyright 2007 All rights reserved.

I Hear You Loud and Clear, or I Think I do

Monday, October 8th, 2007

The following is guest blog contribution by my friend Bonni Montevecchi of The Celebration Station Seminars:

How are your written and verbal communication skills? How often have you been asked that during a job interview? How often have you asked someone else? Or, better yet, how often have you said, “I have excellent verbal and written communication skills!” Is that truth in advertising, or has that line become so common that anyone that speaks or writes thinks he or she is really communicating extremely well?

Good communication skills are more than trying to verbalize your message accurately and concisely – It’s more than writing out a memo with some quick bullet points.

Training programs can touch upon teamwork, stress management and customer service, but often lack concrete strategies when it comes to communication. You and your associates never before had the array of communication tools currently available.

How can I “talk” and “not talk” with you – let me count the ways: voice mail, e-mail, memo, letter, report, note, phone call, messenger or face-to-face.

I can “talk” to people while driving my car, making dinner, sitting at my computer, or standing at the coffee machine.

With all these communication tools, why does communication break down so often? Why is it we still seem to mis-communicate?

Want an Example?

A client of mine was recently let go from her position. She had “no clue.” If true communication exists in the organization, how can a person be “clueless” she is losing her job. If the performance is not up to par, that should have been communicated to her. If the company was in financial straits, she should have known that as well, she was the corporate spokesperson. Something isn’t being communicated somewhere-either an employee is in denial and not communicating the reality message to herself, or the company isn’t disseminating information.

Sometimes people say, “I just can’t communicate with him (her)!” Have you ever tried not communicating with someone else? Try it for ten seconds. Wait a minute- you’re frowning, you’re rolling your eyes. Yes, non-verbal communication is a message. You are always communicating something – from the way your desk looks, to the way you look, to the way you answer the phone, to your punctuality (or lack thereof) to your eye contact, to your body language. It’s up to you to make sure you are not speaking a “foreign” language to your co-workers. You want to make sure that the message sent is the message received. It’s okay to ask, “Does that make sense? Do you understand what I am saying?” Clarification goes a long way to making sure the message is understood.

In talking to someone else, you can mirror back her statements such as “What I hear you saying is…

And when you are having a conflict with someone, use “I” statements and not “You” statements. Instead of “You always act this way…try “I feel you use this strategy when you are angry. Is that an accurate assessment?”

When it comes to communicating, here are some hints:

Try the platinum rule

We all know the Golden Rule, “Do unto others as you would want them to do unto you, “but according to speaker Tony Allesandro, the platinum rule is: “Do unto others as they would want to be done unto.” Huh? In other words, how would they want you to communicate with them?

I had a boss who wanted short, bullet-point memos. I love to write detailed, long reports. Guess what? I learned to write short, bullet-point memos. I needed her to “hear” what I was saying. I needed to adapt to her venue.

Some people in your organization may live or die by voice mail. Others may leave a novel for television on voice mail. Others may never update it when they go on vacation or check it every few days. The same goes for e-mail. Learn others’ preferences and styles and let them know yours as well. Educate your associates to the pros and cons of each communication tool. Have office-wide standards.

Voice mail is great when you can concisely explain a request. The recipient can then act upon it. Voice mail is evil when it is just used for phone tag. “It’s Joan; I have a request, call me.” Keep it friendly, but short and to the point.

Be a HOG (head-on Guy or Gal) deal with issues in “real” time – when they occur. Pick a communication tool, any tool and use it! Don’t let the situation get out of hand.

Find out the facts before you shoot off that scathing memo. Make sure you give yourself time to do a fact-finding mission. Words spoken cannot be recalled and some folks have memories longer than elephants.

Help your employees know the “tricks of the trade” in your organization. I once almost got fired at a major healthcare organization because I used blue instead of white stationery for an internal memo. Blue was for external only. I didn’t see that listed in any company handbook. How was I to know? You can bet I never did that again, but you can also bet I wish someone, my supervisor or someone, would have told me this minor rule of communication.

E-mail has its own set of standards. Make sure everyone in your organization knows what they are. CAPITAL LETTERS mean you are shouting. You and I may not look at it that way, but if that is the standard use of CAPITALS in e-mail, then perception is reality.

Memos that are neatly spaced, include important dates, times and phone numbers are great. Memos that read like a long letter are, well long. Getting to the point is what it’s all about. So, ask yourself, what is my point? Also ask yourself, “So what?” – so you don’t miss the point. Ask someone else to read your missive if it is highly complex, to make sure you are understood.

Writing is a one-way communication tool. It’s easy to be misunderstood. If it’s really important, by all means, why not make sure I really understand the situation by backing up that memo- go back to the first communication tool of all time – talk to me, in person. It will be nice to see you for a change.

Thanks Bonni. I hear you loud and clear! Bonni Montevecchi can be reached (http://www.celebrationspeaking.com/).

John Bradley Jackson
© Copyright 2007 All rights reserved.

Stupid is as Stupid Does

Tuesday, September 4th, 2007

Marketers occasionally make stupid mistakes when innocently trying to deliver a message to their customers. These stupid mistakes happen for a lot of reasons including cultural insensitivity, poor grammar choices, language translation, and even spelling errors. But, my research indicates the most common cause is just being plain old stupid.

In no particular order, here are some stupid messages, signs, and instructions from well intentioned but very stupid marketers:

- The Pepsi slogan “Come Alive with the Pepsi Generation” was translated into Chinese as “Pepsi Will Bring Your Ancestors Back from the Grave”.
- Coors translated its slogan “Turn it loose” into Spanish and it read as “Suffer from Diarrhea”.
- The Kentucky Fried Chicken slogan “Finger Licking Good” in its first Chinese campaign read as “Eat Your Fingers Off”.
- Owner’s manuals in more than a million Honda vehicles list a toll-free number to help drivers reach the National Highway Traffic Safety Administration. Unfortunately, Honda incorrectly prints the area code as 800 rather than 888, leading callers to a recorded message in which a woman’s sultry voice encourages them to “call 1-800-918-TALK for just 99 cents per minute.”
- In June, a research firm reveals that two out of every three Microsoft employees it tracked use Google, not MSN, when conducting searches on the Internet.
- On Sears hair dryer: “Do not use while sleeping.”
- On a bag of Fritos: “You could be a winner! No purchase necessary. Details inside.”
- On a bar of Dial soap: “Directions: Use like regular soap”.
- On Nytol Sleep Aid: “Warning. May cause drowsiness”.
- On a Children’s Cough Medicine: “Do not drive a car or operate machinery after taking this medication.”
- In a Florida maternity ward: “No children allowed”.
- In a Texas funeral parlor: “Ask about our layaway plan”.
- Sign outside a country shop in West Virginia: “We buy junk and sell antiques”.
- Windex: “Do not spray in eyes”.
- Arm & Hammer Cat Litter: “Safe to use around pets”.
- Bic Lighter Ignite warning: “Keep lighter away from face”.
- Mattress Warning: “Do not attempt to swallow”
- RCA Television Remote Control: “Not Dishwasher Safe”
- Swanson TV Dinners: “This product must be cooked before eating.”
- Heinz Ketchup Instructions: “Put on food”
- Hershey’s Almond Bar Warning: “May contain traces of nuts”
- Chainsaw instructions: “Do not attempt to stop chain with hands.”
- Disposable razor: “Do not use this product during an earthquake.”
- Toner cartridge for a laser printer: “Do not eat toner.”
- A toilet bowl cleaning brush: “Do not use orally.”
- Microwave Oven: “Do not use for drying pets.”
- Portable stroller instructions: “Remove infant before folding for storage.”
- Orange Juice Can: “100% pure all-natural fresh-squeezed orange juice from concentrate”.
- Container of lighter fluid WARNING: “Contents flammable!”
- Container of salt Warning: “High in sodium”
- Press 1 for English (my personal favorite).

John Bradley Jackson
© Copyright 2007 All rights reserved.

Choose Your Words Wisely

Monday, August 20th, 2007

Words change. Words that we used long ago may have new meanings today. Words can also have different meanings in different cultures. Be careful to choose yours wisely or you might not get your point across.

Words change meaning over time. I was talking with my daughter about the movie “Pirates of the Caribbean” and pirates’ “booty” when she got embarrassed because of my ignorance. To her booty meant buttocks or bottom (thanks to urban rap music). A similar thing happened when I was looking for my sandals. I asked my son if he had seen my “thongs” when he reminded me that thongs are underwear these days. These faux pas (note I did not write “fox paws”) were unintentional on my part but are examples of how language can be transient, short-lived and can cause discomfort or can even completely sabotage a business deal by inadvertently offending someone.

Technology has changed the meaning of words. Remember when a firewall delayed or stopped the spread of fire? Or when a virus was something that caused a cold? Or, when the web was something that only a spider could make? To me spam is canned meat and best served with fried eggs and rye toast; to others spam is unwanted emails about Viagra or low cost mortgages. A hub was the center of a wheel not long ago; today it has something to do with a computer network.

Culture gives words and phrases different meaning even when the language is the same. In the England they might promise to “knock you up” in the morning which means that they will call you on the phone. Another UK phrase is “totally pissed”, which means you are drunk. Of course, this would mean that you are angry in the United States. In the U.S. Barbie is a doll, while in Australia a “Barbie” it is an outdoor barbeque.

Words are formed all the time. Some are faddish or temporary and will quickly fade away while other words become permanent. Some words are created by the manipulation of suffixes and prefixes. For example, the noun plane when added with a prefix “de” creates the verb “deplane” which is something that the little guy on Fantasy Island used to repeat when he saw airplanes landing. It also means to get off the plane.

Technology is big on using and creating compound words, which is the pairing of two common words to create one new word that sounds cool or innovative. “Middleware” (a type of software) combines two common words to make a new one. Or, how about “guesstimate” which is a blended word that uses guess and estimate as root words. The technology crowd loves acronyms and initials. I bet you didn’t know that “JPEG” actually means Joint Photographic Experts Group (I sure didn’t).

Sometimes proper nouns become a part of our everyday language such as to “google” something on the web. My good friend Greg who works at Yahoo! questions why I would use such a limiting and offensive phrase. Watergate is a now a word that means corruption or deceit instead of a hotel near Washington D.C.

Words change and so do their meanings. Think carefully before you speak and write or use them in an e-mail.

John Bradley Jackson
© Copyright 2007 All rights reserved

Keep in Touch with Direct Mail

Thursday, April 19th, 2007

It is sales legend that it costs far less money to keep an existing customer than it does to find a new one. Customers that have bought from you in the past are likely to buy again and represent your best leads. Thus, staying in touch with these folks is a must do for any business and direct mail is one of the best ways stay in contact.

Here are a few tips on maintaining relationships with direct mail:

- Direct mail to your customers frequently. Monthly may be too often, but a quarterly mailing is reasonable. Update them on new products, price changes, service reminders, and special events. Treat them as “insiders” who deserve to know about these things first (I.E. ahead of your prospects).
- Keep their addresses updated. This information changes frequently and direct mail is a great way to “ferret out” this new information. Always ask for email addresses and phone numbers.
- Refresh your direct mailer design. Customers know what your mailers look like, so beware of sending the same message or same look too often. A new look for your direct mailer can complement a new message.
- Personalize the mailer whenever possible. Handwrite a note on the mailer or include a post-it with a few words. Make the customer feel special.
- Always include your website address on the mailer along with your other contact info.

Research shows that direct mail remains a cost effective way to connect with clients. Email is terrific, but a multi-media strategy works better; this can include direct mail, email, telephone, in-person meetings, public relations, and advertising.

When all is said and done, there is no substitute for frequency of contact with your customers.

John Bradley Jackson
© Copyright 2006 All rights reserved.
My new book “First, Best, or Different” is now available at www.firstbestordifferent.com!
Please buy my book!

E-mail Messages Returned to Sender

Wednesday, March 21st, 2007

A surprising large percentage of e-mail messages don’t make it to your target recipient when you conduct a large e-mail campaign. Most are snared by spam filters, fire walls, and some are eliminated by the delete key without being opened. The reasons for this high e-mail mortality rate are many.

The first and most deadly reason is a poor subject line. If the subject line looks like spam or a sales pitch, the message is history. This is particularly true for e-mails sent to busy executives at large corporations. Safely hidden behind their IT infrastructure, they are shielded from e-mails from people like you. Avoid the use of any spam-like words such as “free”, “discount”, “Viagra”, etc in your subject line, since your e-mails won’t get through the spam filters.

Another reason for e-mails getting bounced is using a large list with bad or old e-mails addresses. As it turns out, Internet Service Providers look for this “evidence of spam” and will block the e-mails. This is a real incentive for you to keep your lists clean; additionally, a bad list will make your results look artificially low.

If you are a notorious sender of unwanted e-mail campaigns, firms can label you as a spammer and block your campaigns. This could include spammers, ex-employees, and marketers that become a nuisance. If this is true consider using another e-mail address or try another method such as direct mail.

The best way to get your e-mail opened is to use a subject line that is personalized. It can be as simple as putting the recipient’s name in the subject or a word or phrase that is meaningful to the recipient. Conversely, never put your name or product name in the e-mail unless you know the recipient personally; otherwise, this is just another reason to hit the delete key. The subject line must be compelling, about the recipient or the recipient’s issues, and must have a call to action to open the e-mail.

Remember it is all about them.

John Bradley Jackson
© Copyright 2006 All rights reserved.
My new book “First, Best, or Different” is now available at www.firstbestordifferent.com!
Please buy my book!

Traditional Retail Advertising is Ineffective

Tuesday, January 30th, 2007

A recent online study by Deloitte and Touche uncovered that two thirds of store visits during the 2006 holiday season were not influenced by holiday advertising. It turns out that most consumers picked stores because of their pre-existing familiarity with the stores and the stores locations. Additionally, the products purchased were researched on the internet.

This means that all the money spent during holiday season for print , radio, and TV advertising was largely wasted. As I read the Los Angeles Times on Sunday morning, I was again reminded how much money is wasted on print advertising; I think I threw away about ten pounds of unread advertising. And, I did not even look at one of them.

So, why do the retail giants waste all this money? I think mostly it is because they have been well-trained by the giant advertising firms. The retailers are budgeted to spend this money and the spending is institutionalized. They do it because it is the thing to do, or so it seems.

Consumer shopping behavior is less and less impacted by traditional advertising methods. A cataclysmic shift occurred with consumers in the last year or so with use of search marketing on the internet. More and more buyers are “pre-shopping” with search engines making them the most informed shopper ever. After doing exhaustive research on the web they visit stores to kick the tires. After viewing the products in-person, it is then a matter of price and delivery. The retail store is played against the internet retailer: lowest price and availability wins.

Returning to the ineffectiveness of traditional advertising, the fix seems simple. The retailers need to increase their internet marketing budgets for search engine optimization, internet advertising, and viral marketing. To quote the giant retailer Sears, “where America shops” is now on the internet.

Oh yeah, one more thing: cut the budget for traditional advertising. It does not work any more.

John Bradley Jackson
© Copyright 2006 All rights reserved.
Please visit my website at www.firstbestordifferent.com

Direct Mail Maintains Customer Relationships

Wednesday, September 27th, 2006

It is sales legend that it costs far less money to keep an existing customer than it does to find a new one. Customers that have bought from you in the past are likely to buy again and represent your best leads. Thus, staying in touch with these folks is a must do for any business and direct mail is one of the best ways stay in contact.

Here are a few tips on maintaining relationships with direct mail:

- Direct mail to your customers frequently. Monthly may be too often, but a quarterly mailing is reasonable. Update them on new products, price changes, service reminders, and special events. Treat them as “insiders” who deserve to know about these things first (I.E. ahead of your prospects).
- Keep their addresses updated. This information changes frequently and direct mail is a great way to “ferret out” this new information. Always ask for email addresses and phone numbers.
- Refresh your direct mailer design. Customers know what your mailers look like, so beware of sending the same message or same look too often. A new look for your direct mailer can complement a new message.
- Personalize the mailer whenever possible. Handwrite a note on the mailer or include a post-it with a few words. Make the customer feel special.
- Always include your website address on the mailer along with your other contact info.

Research shows that direct mail remains a cost effective way to connect with clients. Email is terrific, but a multi-media strategy works better; this can include direct mail, email, telephone, in-person meetings, public relations, and advertising. When all is said and done, there is no substitute for frequency of contact with your customers.

John Bradley Jackson
© Copyright 2006 All rights reserved.
Please visit my website at www.firstbestordifferent.com