Business<br />
Insights that<br />
drive results

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Business
Insights that
drive results

08/26/2009

Rebuilding a Letter: Call to Action

There’s a right way and a wrong way to do most everything. That includes promoting your products and services with your marketing materials. In my August 19 post, “The Good, the Bad, the Example,” I pointed out some of the features of a marketing letter from SAC Federal Credit Union. While I gave a few…

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08/25/2009

A $2.00 Coupon For Chicken Breasts

Foster Farms could have followed the crowd and used low-cost e-mail to send me its $2.00 Off coupon for a package of chicken breasts.   Instead, taking advantage of the massive fall-off in traditional direct mail, the marketing folks at Foster Farms opted for an oversized postcard to deliver my $2.00 Off coupon.  It arrived…

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08/24/2009

The Great Social Media Gold Rush

The mad rush to participate in social media appears to be reminiscent of the great California gold rush of 1849 and the Oklahoma land rush of 1889.   In both instances, with little information, massive numbers of people headed off in a new direction hoping to better their lives in some manner.   From what…

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08/24/2009

Press Releases: I’m Quoting You on That

A few years ago, I wrote promotional materials for a client in the business of hog genetics. The company’s scientists manipulated genes through breeding to select quality traits in the sows’ offspring. While the company sold some live hogs to breeders, most of its products were marketed at a pre-offspring phase. I was writing promotions…

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08/21/2009

WANTED: One Great Bank Headline

I simply can’t understand why the marketing folks working for banks and credit unions have such a tough time coming up with great headlines.   And the problem isn’t limited to smaller banks and credit unions.  The larger institutions seem to suffer from the same malady.   Evidence of this was discovered in the headline…

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08/21/2009

Add Flesch-Kincaid to Your Checklist

Does your computer show a Flesch-Kincaid Readability rating when you perform spell check? (If not, look at “Options” under “Spelling.”) The Flesch-Kincaid rating can help you determine if the copy you plan to use in your marketing materials can be easily understood. Remember, a key to a successful marketing component is how quickly and effortlessly…

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08/19/2009

The Good, the Bad, the Example

It’s rare to find a marketing piece that has features you want to applaud, and at the same time parts that make you scream, “Why’d you do it?” The Example is an 8.5 x 14-inch letter from SAC Federal Credit Union. The highlight for me is a feature you seldom find on any mail piece,…

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