|
Here are some of his recent published works.
We hope you find these FREE Advise Articles and Case Studies helpful to
your marketing efforts. Visit our Quick-find
Index if you are looking for a case study or useful tips on a specific
direct marketing, Website or e-mail marketing, public relations, corporate
identity or advertising topic.
FREE Advice Articles
FIVE
QUESTIONS & ANSWERS: The Case Study
1. What is a Case Study? 2. What makes a case study a valuable PR tool?
3. How does a writer develop a case study? 4. With a case study in hand,
what’s a company to do with it? 5. What does an exemplary case study
look like? These questions are addressed in detail.
GUEST COLUMN: Six
Reasons Why Your Competitors' Webpages Rank Higher Than Yours
Search Engine Marketing doesn't have to be a mystery. Ranking higher in
Yahoo and Google doesn't have to be an exercise in futility. Have you
reviewed your site's ranking in popular search engines lately? How does
your site rank in Yahoo, Google and the other much-used engines as compared
to your competitors' sites? If the answer is, "Not so good,"
then you might find this article of particular interest... By Anthony
S. Blair
Motivate Your Audience
with FEAR
A copywriter has few tools available to him or her with more motivating
power than fear.
Improve
Your Web Performance with Search Engine Optimization (SEO)
Here’s a critically revealing test for your Website. Imagine you
are a potential customer for your product, and enter your product category
in Google or another major search engine. Chances are you will not show
up on the first results page. Or the second. And maybe not even in the
top 100 listings. Find out why this should be important to you ...
What
do you need to know about Insurance and the Internet?
Q: Do you know why the Internet has become an invaluable tool for insurance
buyers?
Q: Is your company using its Website to its fullest potential to sell
more and sell deeper?
If you answered “no” to one or both of these questions, you
are NOT alone. Many, many insurance providers are NOT taking advantage
of Internet to: Increase sales, improve customer service, increase product
awareness and improve value-added services. Request the report, "The
Internet: What every insurance marketer should know," today to learn
more.
Maximizing
the Punch of Microsites - Page 10 of .pdf
Q: I know that many marketers are using microsites — also known
as landing pages — for a number of profitable applications online.
Any tips on how to develop and maximize the potential for these powerful
little sites? The answer is just a click away - page 10.
Testing Takes Guts ...
but it Pays Off
Testing new ideas against your control package is essential when you are
looking to improve response rates. The key word here is “testing.”
Testing allows us to determine, in a real world setting, what works, what
doesn't work and why. Like direct marketing itself, testing is about numbers,
ROI and data.
What's
a "MICROSITE" and why do I need one?
There was much interest from marketers and the media following Grant A.
Johnson's presentation of "Microsites…Maximizing the Punch
of These Little E-Marketing Powerhouses" at the Chicago Direct Marketing
Association annual conference in April. The Wisconsin Direct Marketing
Association asked Grant to submit an article to reiterate the important
topics, guidelines and tips from his CADM presentation.
How
to Improve Your PR Results
Even though the economy is showing some positive signs of growth, the
promotion budgets needed to take advantage of this situation might still
be anemic. So now might be a good time to employ what has traditionally
been considered free advertising. PR (public relations) really isn't completely
free, of course, but it's more cost-effective than most other forms of
promotion. Read about five steps a savvy marketer can take to use PR to
its full advantage.
Direct
Marketing to the Guilty
Since the day Adam accepted Eve's offer of a shiny apple, we've all been
subject to those uncomfortable, sweaty-palm, sleepless-night feelings
of guilt at one time or another. Savvy direct marketers have used this
inherent human culpability as the emotional driver in some of their most
successful mailing efforts. Direct marketers know that when recipients
accept something from them, they're more inclined to feel obligated to
send back an order, or perhaps a nice, generous contribution. They'd feel
guilty if they didn't.
This
Message is for You, Exclusively
I've come to discover, primarily through direct mail, that a number of
well-known firms and organizations consider me a "preferred customer,"
indeed a "valued friend" who has been "invited" to
partake of life's finer things, in "limited quantities," of
course, and that each one of these treasures has been specially "reserved
in my name." These direct marketers are wise to the basic truth:
customers do not give a hoot about companies, their products or services.
Customers care about one thing, exclusively, themselves.
Oops,
Let's Try It Again!
Direct marketers understand how “controlled mistakes” can
significantly and positively affect their bottom lines. In fact, to be
more successful, maybe we should think about the awful, horrific mistakes
we could make with our next direct mail effort. If we plan for the unexpected
and test a radical idea or two, it could lead to more creative, meaningful
and response-laden results. Here's a few tips to help you learn from your
fortuitous mistakes.
The
Newsletter Is Stronger Than Ever
Newsletters help businesses generate sales leads, acquire new business
and improve customer retention. Keep your company front-of-mind with an
online and/or printed newsletter. Newsletter readers evaluate newsletters
using criteria such as readability, interesting information, well-written,
well-designed, access to additional information/content, and overall satisfaction.
This article shares content ideas, solutions to common challenges and
newsletter examples.
To Insert or Not
To Insert
You already realize the value of the personal direct mail letter as a
powerful direct response tool. In fact, we've shared tips that can help
you write a better, more effective letter package. Now it's time to decide
what other elements should be included in your letter package. A Buckslip?
Lift Notes? Post-it Note? Premium? Will any of these items help you further
tweak the interest of your audience? Most importantly, will the inclusion
of one or more of these elements increase the response of your mailing?
Today, you'll read about the purpose and design strategy behind these
extra pieces.
Sizzling
Hot Teaser Copy – Tips
from a Pro
We interviewed veteran direct response copywriter Randy
Jaroch to find out how to write irresistible teaser copy.
We hope his insights for developing sizzling
hot teaser copy will help you with your
upcoming direct response endeavors.
GUEST COLUMN: How
Many Contacts is the "Right" Number?
By Ray Jutkins, Power Direct Marketing
Down
to Business-to-Business
Marketers now spend more to reach businesses than consumers. According
to the Direct Marketing Association, direct marketing represents the biggest
share of business-to-business advertising budgets this year. Take a closer
look at the recent developments in the business-to-business marketplace.
8
Ways Mini-Sites Work Wonders
Taking on its own "personality" or theme, a mini-site allows
visitors to focus on the sole purpose of the site. These visitors won't
get lost or confused looking for specific information within a corporate
or e-commerce. A mini-site can stand alone completely
owning its own URL or using an extension of an existing URL. Linking visitors
to your corporate or e-commerce Website is easy and makes sense in a variety
of situations.
The Wall Street Journal
Breaks All the Direct Mail Rules – And Still Wins …
As recently reported by DIRECT Magazine, after 29 years as the lead prospecting
package for The Wall Street Journal, the "two young man" package
has finally been beaten by a double-the-length mail piece that adds full-color
photography, a first in the Journal's history. Like the original package,
the new mailing is unconventional because it breaks several basic direct
mail rules: A Four-Page Letter, Using Fear as a Motivator, Letter is NOT
Personalized, and No Offer. What made the new piece beat the 29-year reigning
champ when it had so much going against it?
Feelings, Nothing More Than
Feelings
The world's great authors, poets, screen and speechwriters have always
made it a point to aim their words straight at the hearts and souls of
their audiences. The most successful direct response marketers also know
it's true . . . emotion will bring greater results than a dry statement
of fact. Not sometimes, every time. Read on to learn how to use emotional
copy to get a desired response.
Making A Case for PR Publicity
It's true, public relations can be a powerful tool to draw attention to
your organization, in conjunction with direct marketing or on its own.
Take this refresher on the Difference between Publicity and Advertising
and the Top Six Reasons to Use PR.
The Impact Of Just The Right Words
Kids and direct response writers have something in common: they both understand
the power of clear and simple communication. Getting their point across
loud and clear is a definite skill that kids possess when they want something
"right now!" For a more effective message, apply some of these same principles
to your next project.
Going POSTAL Works Better Than Ever to Drive
Web Site Traffic
Direct mail is driving people to the Internet ... not to surf but to
buy what they want, when they want and at a specific Web Site.
Here are a few proven ideas that could work for your business.
Brainstorming. Your next
High Quality list source is just thoughts away
Taking the time to think about alternative or additional list sources
could increase the success of your next program. Are you confident that
you've thought of ALL the list sources available to you? If not, try BRAINSTORMING
some ideas. It's quick and painless, and could really pay off.
Eight Ways To Improve your Next
Direct Marketing Campaign
Following a recipe when you're baking a new treat isn't a bad idea, right?
So why not follow a few basic, but essential, rules every time you create
a new direct mail campaign? Follow these rules for a deliciously effective
program.
Merge into the FAST LANE
of e-mail Marketing
E-mail Marketing. It sounds simple, right? We should remember however,
that it is a direct response medium, requiring knowledge of and
experience with tactics such as lists and databases, effective copywriting,
and personalization techniques, to name a few. Read these important
REMINDERS before your next e-mail campaign.
Avoid e-spamming by using the list
in your own back yard.
There are ways to protect yourself from "e-spamming" when you buy and
use e-mail lists. However, the safest e-mail campaign could begin
with the e-mail list just waiting to be harvested from your very own back
yard. Read on to learn more.
t - e - s - t is a four letter
word.™
Testing your direct mail campaign is smart. The pay off is two-fold: 1.
a big picture look at what will happen when you combine your list, creative,
copy, format and other components. And 2. the chance to make changes if
the results aren't exactly what you were expecting.
Case Studies
Revamped
Space Ad Boosts Leads Sixfold for Command Vehicle Marketer
In 2003, LDV, Inc.’s advertising campaign brought in an average
of nine leads per month – not reflective of its position as the
nation’s leading supplier of mobile command centers and special
service vehicles. After launching a new ad campaign on February 4, 2004,
LDV has already increased its average leads per month by over 500%. Learn
about the strategy behind the campaign, which involved a comprehensive
competitive analysis, new media plan, ad creative and offer, and a microsite
for capturing and processing leads.
Microsoft
Business Solutions Samples Portfolio
This win-win relationship dates back to when Microsoft Business Solutions
was known as Great Plains Software. Over time, we've had the pleasure
of working on a great variety of projects - from direct mail and public
relations to complete campaigns and Web work - for various groups within
the organization and with certified partners. Our portfolio is designed
to showcase some of Johnson Direct's most recent work for Microsoft Business
Solutions.
Testing Takes Guts ...
but it Pays Off for Lutheran Social Services - PART TWO
Testing new ideas against your control package is essential when you are
looking to improve response rates. The key word here is “testing.”
Testing allows us to determine, in a real world setting, what works, what
doesn't work and why. Like direct marketing itself, testing is about numbers,
ROI and data.
Lutheran Charity's New Appeal
Raises Average Gift by $25 - PART ONE
Our work with Lutheran Social Services made headlines (inside cover!).
Dig into the details of how - with just one campaign - LSS increased its
average gift by $25 from its in-house donor list. It may give you an idea
or two. Our "two-part" approach has had a great impact with
other non-profit and for-profit clients as well. Call us to find out if
there's a formula for your organization that has yet to be discovered!
Downloadable
Buyer's Guide Entices Prospects to Explore New Xtreme Service
Two software companies partnered to bring a new, specialized field service
solution to a very specific marketplace. To introduce the new solution
to prospects, the companies hired Johnson Direct to execute a multi-channel
direct response campaign.
Mini-Websites Boost Event
Attendance for Microsoft Business Solutions
Event marketers should strongly consider multi-channel marketing to promote
their events. A direct mail invitation plus a mini-Website is a perfect
example of effective multi-channel marketing. The primary benefits of
creating a stand alone “mini-Website” for your next event
are two-fold. First, it promotes the event specifics, including dates,
locations, agenda, contact information, etc. Second, it provides a quick
and easy way for the invitees to register for the event and for you to
manage registrations.
Media
Kit Puts Proven Direct in the Spotlight
“Personal Press” by Larry Riggs made the cover of
DIRECT magazine’s April 2003 issue. This was great news for Mike
Limbach, president of Proven Direct. Limbach is quoted in the article
and positioned as an expert resource for variable imaging (personalization
printing). Find out how Proven Direct got this "personal press"
in a leading industry publication.
Summerfest Adds E-mail to 2003 B-to-B Marketing Plan
Following a recent campaign, reports strongly suggest that e-mail
will prove to be a new tool to help Summerfest generate business-to-business
ticket sales. Within three days, the 2003 Summerfest VIP Club e-mail generated
a 3.39% clickthrough rate. Multiple clickthrough opportunities, or links,
within the e-mail increased the likelihood that the reader would find
something of interest to him or her and click to get more information.
This e-mail offered four text link clickthrough opportunities for the
readers.
Simple
Self-mailer Outperforms 5-piece Package
Within six months, a cost-effective self-mailer helped Wisconsin’s
number one health insurer, BlueCross & BlueShield United of Wisconsin,
generate a 1.7% response rate for its Personal Choice product, dramatically
increasing sales leads. Not only did the self-mailer campaign exceed its
weekly lead generating goal, but its cost per mailing was four times less
compared to its test opponent, an attractive, glossy five-piece package.
In
One Stroke Direct Mailer Signs-Up 84% Of Annual Memberships For New Aquatic
Center
Never underestimate the power of the right offer, made at the right time.
Printed on the package envelope, Whitewater Aquatic Center offered five
free day passes to prospective members as an incentive to join the new
facility. The offer persuaded prospects to open the package, and sign-up
on the spot.
When is a FREE offer a BAD offer?
When consumers suspect that an offer is TOO GOOD TO BE TRUE, they shy
away. Marketers should know the rules of making really good offers really
believable. Here's a perfect example of what NOT to do and how to make
your offer convincing.
Going POSTAL Works Better
Than Ever to Drive Web Site Traffic
Direct mail is driving people to the Internet ... not to surf but to
buy what they want, when they want and at a specific Web Site.
Here are a few proven ideas that could work for your business.
Johnson
Direct Advertising Samples
Our approach is to build a brand directly. That means helping establish
or enforce the brand identity while SIMULTANEOUSLY creating a lead or
order by creating a sense of urgency and reason to respond...today. We
do this by creating a unifying image and using direct response tools like
the web and e-mail to work with your space advertising to create both
awareness and results.
|
