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Time for marketing

January 20, 2009 by Jim Connolly

QUESTION: What does great marketing have in common with great comedy?

ANSWER: Timing!

Marketing & timing

I received an email earlier, announcing the launch, today, of a new website. If you check the date of this post (20th January 2009) you will see that it’s the day that President Obama was inaugurated.

This international, mass media event, has received blanket coverage across the news networks and even seen services like Twitter struggle to cope with the huge increase in activity.

In other words, it’s a terrible day to try and launch a new website!

If you are thinking of launching something for your business, make sure you check out what’s happening on that day.

Email marketing and mail shots

Of course, timing is important to many elements of marketing. For example, the day of the week your mail shot arrives, will have an impact on your response rate. I advise B2B marketers not to have their mailings arrive on a Monday; because Monday’s are typically very busy for businesses AND your letter will also be with all the other mail that arrived over the weekend.

The day and time of day that your email marketing arrives in someone’s inbox, will also impact your results. An email, which arrives at 7am on a Monday morning, will arrive in an inbox filled with a weekends worth of junk mail and spam.

That same email, arriving at 11am on a Tuesday morning, will arrive in an inbox, which has already had the spam / junk mail removed. This makes it easier for your message to stand out and increases the chances of it being read and acted on!

Always check out what’s happening in your prospective client’s world before setting a time to take action.

Movement or progress?

January 1, 2009 by Jim Connolly

As we move into a brand new year, I would like to share one of the simplest, yet most valuable pieces of advice I know with you.

Don’t mistake movement for progress!

Progress is not the result of hard work. If hard work were the secret to success, our grandparents would have been millionaires!Progress only comes when we work hard doing the right things. However, if we keep rowing that boat in the wrong direction, no matter how hard we row; we will never get where we want to be.

Before you invest your time or money on any marketing activities in 2009, make sure you are doing the right kind of marketing for your business – before you worry about doing it correctly. For example; you ‘might’ be doing a mail shot correctly – yet by using email marketing instead of paper-based mailings, you can see better, faster results for a fraction of the cost and time of a traditional mail shot.

You might be doing that mail shot correctly, but it may not be the right form of marketing for what you want to achieve – your outcome!

Making progress

I suggest you look at all the marketing activities you currently engage in and then, one by one, find out if there isn’t a better, higher-leverage alternative for you to use in 2009. There’s a list of marketing ideas here, which are extremely effective, just to get you started.

Over to you

What have you found to be the most effective forms of marketing for your business over the past year? Share your experiences and leave a comment below.

Is the mailshot dead?

September 2, 2008 by Jim Connolly

I have an interesting marketing question for you;
“if someone invented mailshots or ‘marketing letters’ today, would you or your business actually use them?”

Just imagine the sales pitch for a mailshot

“I’m Bob from the Post Office and I want to tell you all about this new invention – mailshots! You know how you can use email to get your marketing messages onto the desk of thousands of people, in minutes, for free? Well, mailshots are unreliable, take days to deliver, are expensive and massively labour intensive!”.

Mailshots are extremely expensive

My newsletter is written on my computer and then I press the send button – that’s it! The only real costs attached are the time it takes to write it, plus the cost of the emailing software; which was £200. To send that same newsletter out to my newsletter subscribers via a mailshot (at maximum bulk mailing discount) would cost me at least £4,000,000 or $8,000,000 a year!

Email marketing

I strongly suggest YOU consider using email to deliver YOUR marketing messages, rather than letters or ‘printed media’. In fact, I list email marketing as one of my essential “Top 10 Marketing Tips!”

You see, even if we forget the environmental impact of using all that paper and then sending it via road, rail and air – the time and money you will save is enormous.

Moreover, because email marketing is so effective, it has the power, when used correctly, to transform your sales results super-fast!

Email marketing & mailshots ‘head to head’

I know two small recruitment companies; one uses email marketing exclusively and the other uses mailshots. The company using mailshots can only send one mailing, to 1000 people each month – because of the cost attached to preparing and sending each mailshot is so great.

The company using email marketing sends a marketing mailing to their list of 5,000 people. So, they reach five times the number of potential clients! Also, they mail their list twice a month, because there’s no additional cost! By mailing that list every fourteen days, the list stays up-to-date too; further increasing its value! This means they reach five times as many people, twice as often AND it costs close to nothing!

Build your own email marketing database

The recruitment company using email marketing ONLY contact people who actually WANT to be contacted with information on their services. How can they be so sure? Because EVERYONE that they email has subscribed to them via a ‘sign-up box’ on their website – this is important. It means that 100% of the people they email to have a confirmed interest in their business.

It also means their email marketing list didn’t cost them anything! I recommend you always build your own email marketing list, you can read more about email marketing in my Top 10 Marketing Tips article.

If you own or run a small or medium sized business and you want to reach more people, faster and for a fraction of the cost – give email marketing a go!

Get YOUR mailshot letters opened!

August 23, 2008 by Jim Connolly

This post is all about how to get YOUR marketing letters opened.

When a company sends out a mailshot, it does so in order to generate enquiries or sales. Of course, in order for these marketing letters to work, they must first be opened and read! After all, you can have the strongest, most compelling and motivating marketing letter imaginable inside that envelope, but in order for it to generate business for you, the envelope must be opened.

Amazingly, although there’s stacks of information ‘out there’ about writing a marketing letter, there’s very little written about how to get someone to actually open the envelope (what some trendy marketing people call ‘the carrier’!)

Get your marketing letters in the right pile!

I was reminded of how poorly most companies deliver their mail shots earlier today, when the post arrived at my home. My wife Sharon divided the letters into two, unopened piles. I asked her what the piles represented and she said;

“The letters in the left pile are junk mail – the letters in the right hand pile are going to be opened”

Now, my wife has no marketing experience, yet she was able to spot junk mail without even opening the envelopes, with 100% accuracy!

Get YOUR marketing letters opened!

If you want to make sure your mailshot letters get opened, here are a few simple guidelines:

Make sure the name and address of the person you are writing to is displayed clearly.
Use ‘window envelopes’ with the name and address of the recipient printed onto the enclosed letter.
Don’t address letters to a job title or ‘the occupier.’
Be extremely careful about printing any kind of message on the envelope. If you really must have a message on the envelope, make sure it is written by a professional copy writer. If in doubt, leave it! Get the message even slightly wrong and you could find 100% of your letters remain unopened!
Don’t address the letter IN CAPITAL LETTERS.
Never, ever, ever use printed labels for the name and address. These tend to be mainly used for mass-mailings, so people tend NOT to open them.
Don’t use highly decorated envelopes unless you want people to know that there’s a sales pitch inside that letter.

Finally, here’s a quick marketing tip: Take a look at the mail you receive, which you instinctively think is either junk mail or a sales pitch. Ask yourself what it was that made you feel that way, before even opening the envelope. Then, make sure you avoid the same mistakes. Then, check out the letters that you DO OPEN and ask yourself, what it was that motivated you to open those particular letters.

The bottom line here, is that you need to make sure that recipients of YOUR mailings are not thinking negatively about what might be inside your envelopes!

In written marketing – LESS is MORE

August 23, 2008 by Jim Connolly

Here’s a quick marketing tip for you, which will help you get a better response rate from all your written marketing. To increase the success of your mailshots, advertising, email marketing and the number of leads you get from your website:

Use as few words as you can to get your message across!

Two powerful reasons why, with written marketing, LESS is MORE:

ONE: By using as few words as possible, you remove all the dross and keep only the key points of your marketing message. This makes your message clearer, more focused and easier for the reader to understand.

TWO: Just like you, the people reading your marketing have NEVER been busier! When someone opens a marketing letter, or sees an advertisement, they do a quick scan of it. If it looks too long, many people will decide not to invest the time required to plough through it!Most of the marketing letters, email marketing and advertising I see is AT LEAST 50% too long!

When your written marketing becomes clearer, more focused AND more people actually read the whole message – you significantly increase its potential! This is a great way to leverage your results.

Your marketing mix part 1

August 22, 2008 by Jim Connolly

There’s a common marketing myth, which is REALLY hurting a lot of salespeople and business owners! The myth is that there is a single, all-powerful marketing technique that they need to find; which will be the answer to their marketing woes.

Your marketing mix

However, successful marketing requires a multi-pronged approach – not a single ‘magic bullet’! This multi-pronged approach is what we call your marketing mix.

Your marketing mix should consist of numerous different marketing activities (at least 4 or 5), which will combine to provide the leverage required to generate all the sales and leads you or your business need. Most businesses rely on a single marketing activity or perhaps two. Yet, when I speak with the owners of successful businesses, I always find they are using at least 8 or 10 high leverage marketing activities – often more!

By the way, when you hear the term ‘high leverage marketing activities’, it simply means activities that produce the ‘highest or best’ results for the least amount of effort and risk.

For example

Obviously, it costs you the same amount of time and money to send a mail shot or marketing email; whether or not it generates new business for you. You leverage the mail shot or marketing email by making sure you it contains a compelling offer and that is is sent to a targeted audience, with an endorsement from one of their trusted contacts.

Compare this to the typical small business mailshot, which goes straight into the bin or is deleted; because it has a generic offer, sent to a group of people who do not know you and without any trusted endorsement!

Designing YOUR marketing mix

In the second and final part of this article, I am going to show you how to design a marketing mix for YOUR business.