Associate Memories

Associate Memories

Associate memories, are new memory experiences that have become linked to existing memory. Connecting their existing positive memories to your marketing piece through association is a strategy that can be employed to strengthen and personalize your connection or relationship with a potential customer. To use this strategy, you want to tap into the existing positive … Continue reading

The Anatomy of an Offer on a Direct Mail Piece

The Anatomy of an Offer on a Direct Mail Piece

 An offer accounts for as much as 20% of a card’s response rate. This means that time must be spent to identify what offer would work best for your client’s demographics.   Following explains the anatomy of an offer: Shape: Traditional shape has value. Other variations should be explored and tested for effectiveness. A Headline: “FREE” or … Continue reading

Double Readership Path

Double Readership Path

Double Readership Path There are two types of readers – analytical thinkers/readers and scanners. To get the most response from these readers, the strategy, double readership path must be employed. You need to tell your story in multiple ways. Say it in the headline, say it again in the subheadlines, say it again throughout the … Continue reading

The Anatomy of an Offer

The Anatomy of an Offer

Following describes how to best develop an offer. Something that maximizes engagement and increases your ability to sell your product or service. 1) Use a shape/design that gets maximum attention 2) Always use a headline to draw more attention to the offer 3) Use as little legalese as possible. Be brief and as clear possible … Continue reading

Desire + Price = Value

Desire + Price = Value

There are several strategies you can use to increase the value of your business in the eyes of your customers and potential customers. One is to develop tactics to implement the strategy: Desire + Price = Value Whenever you can increase desire for your product or service you lower the objective presented by price and … Continue reading

Benefit Stacking

Benefit Stacking

Benefit Stacking: adding secondary and tertiary benefits to move the listener from “almost convinced” to “entirely convinced” There are two ways to use benefit stacking. First throughout the copy you write and second, via sub-headlines places on pictures, in callouts &/or in bullet points. On the front of the postcard below we use several of the … Continue reading

Aquamira’s Frontier Pro Review

I got to spend the day with one of our clients this week. Aquamira. They showed me their various filters and how they work and why they use the types of filters they do. I had many questions, which they gladly answered. One of the things that stood out to me was the 50 gallon … Continue reading

100% Beef-ish!

Have you ever been bothered by the to-good-to-be-true claims of advertisers? We have all questioned the truthfulness of such claims like, “Milk does a body good.” But how many of us do more that question the advertisers when its so easy to stop at a fast food shop and get something that appears to taste … Continue reading