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“Man in the Chair”: Salesmanship, Repetition, and Direct Mail

In a classic business-to-business print ad from the late 50’s for McGraw-Hill Magazines an imposing looking executive sits in his chair. He has both feet planted firmly on the ground, a scowl on his face. His hands are folded together in front of him and his elbows rest on the chair; he leans ever so slightly forward. To his right run these eight lines of copy:

“I don’t know who you are.

I don’t know your company.

I don’t know your company’s product.

I don’t know what your company stands for.

I don’t know your company’s customers.

I don’t know your company’s record.

I don’t know your company’s reputation.

Now – what was it you wanted to sell me?”

Across the bottom, a single line of copy drives home the selling proposition:

MORAL: Sales start before your salesman calls – with business publication advertising.”

This ad amplifies and expands on what many, including David Ogilvy, consider to be the single best definition of advertising ever given. “Advertising,” thekolemangroupscreen said copywriter John E. Kennedy nearly eighty years ago, “is salesmanship in print.”

Salesmanship and Repetition

Any salesperson worth his or her commission check will tell you that landing worthwhile new business takes a repeated and concerted effort – and lots of contact with the decision-maker. This is all the more true with salesmanship in print (or across the airwaves, phone lines and other forms of modern communication.).

Repetition is of course fundamental to the success of any advertising program. The marketplace proves out this fact, as does scientific research. Several years ago a group of researchers at Harvard University were asked, “How many times must a prospect see a marketing message to take them from a state of total apathy to purchasing readiness?”

After a year-long study the researchers responded with a definitive answer: Nine times.

Important note: Do not assume that your prospects will see, hear or otherwise experience your advertising every time you expose them to it. Ample evidence exists that in the din, noise and clutter of today’s over-communicated world…your prospects will miss or ignore your marketing message 2 out of every 3 times you communicate it.

That’s why, in print advertising, if you have the budget to run either 6 full-page ads or 12 half-page ads it’s almost always better to go for the 12 exposures. Another approach is to run a full-page ad in the publication’s biggest, most popular issue(s) and smaller size ads in other months.

Cost-effective Ways to Use Direct Mail to Repeatedly

Communicate Your Marketing Message to Your Prospects

Two of direct mail’s biggest benefits are:

1. Its pinpoint targeting ability and

2. Its ability to deliver a full and complete sales presentation of any length.

Correspondingly, this makes direct mail a highly effective way to repeatedly expose your prospect to your salesmanship…and positively influence his or her actions. That said, I’d like to outline two direct mail marketing strategies (as opposed to single-shot mailing ideas) that virtually any business can put to work to achieve better, more profitable marketing and lead-generation results.

1. Repeatedly mail the same letter or direct mail package to the same people – If your sales letter or direct mail package is generating an acceptable number of orders or leads don’t hesitate to mail it again and again to the same list. The basic premise for recommending this strategy can best be summed
up in five words: “People quickly forget,” and, “things change.”

Consider this. The average person is exposed to well over 500 sales, marketing, and advertising messages every day. And the vast majority of these messages do not even so much as register a blip on the mental radar screen. Of the handful that do register, most are forgotten within 2 weeks.

Another reason this strategy works is…change. Your prospects’ lives are constantly evolving. For example, you’re an insurance agent mailing to a list of new homeowners. Three months ago Mr. and Mrs. Jankowski had all the life insurance they needed. So they tossed your envelope without even opening it. But three weeks ago Mrs. Jankowski found out she’s pregnant – with twins. Based on this life-changing event, it’s a good bet they’ll be
a bit more receptive to your next mailing.

Many highly successful direct marketing organizations such as Dow Jones & Co. and Geico Corporation routinely practice this strategy of repeatedly mailing the same message to the same people. Speaking from my own experience, I know that every year I get several identical mailings from the Wall Street Journal, and likewise Geico. Chances are, you do too.

One prominent example of a company whose repeated mailings of the same “package” helped make it a huge success is – AOL.

How frequently should you do your mailings? Quarterly, is probably a good idea for starters. But, as with everything else, test to determine the optimum frequency.

2. Send a series of mailings to the same people – To quote consultant Richard Brock, “Sales is a process of communication, not an event.” That’s why, especially if your sales process involves a long lead time, it’s a smart move to plan and budget for a series of mailings to the decision-maker and key decision-influencers.

Particularly in business-to-business direct marketing and “big-ticket” consumer purchases…a follow-up mailing program to prospects gained through your lead-generation efforts…will help you convert a substantially higher number of sales.

Before starting a program like this, give careful thought to what you want to say and how you want your campaign to unfold. For example:

– In your first letter highlight the 3 biggest benefits of your product or service.

– In letter 2 take just one of these benefits and amplify and expand on it; focus the majority of your copy on this one benefit.

– In letter 3 take another key benefit and do the same.

– And so on.

Let’s say, for instance, you market a software package that sells for $20,000 but the payback time for your product is typically six months. One of your follow-up letters would focus exclusively on this benefit. You’d give your prospect lots of details and explain how your product is able to generate such a fast payback.

Plus, you’d include several very credible testimonials. And the offer in your letter would be an 8-page Case Study…detailing exactly how a current user achieved payback in half the normal time…and is now enjoying a highly profitable return on investment.

And don’t stop with just four letters. Depending on your sales cycle you may want to send six letters, four post cards, 3 cover letters attached to product reviews or magazine articles and 8 emails (assuming your prospect has given you express permission to send her emai.) In every mailing, always give a reason and a method for responding. Always ask for some kind of action.

When it comes to large-ticket, long lead time sales…it really is a process of communication. And the program I’ve just outlined is an ideal way to carry out the communication process while gaining top of mind awareness and building relationships that lead to increased sales.

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Move to Perth City, Western Australia

Perth’s central business district sits on the banks of the Swan River to the south and east; with Kings Park to the west and Northbridge to the- that’s right- north. The area features excellent shopping and cultural opportunities. The famous Hay and Murray St Malls, the state museum, library and art gallery are within a few short blocks of one another. You will find several parks, two cricket grounds and The WA trotting grounds as well as corporate head quarters for some of the state’s biggest employers. Get a job in Perth CBD and you can have it all: an office in a stunning modern high-rise; calming river views, and if you are lucky, a corporate box at the cricket. cbd oil

The mining boom has stimulated plenty of construction and development in Perth’s CBD. More spending and re-development- to the tune of $68 million- is going ahead in the next few years under the latest City plan. In particular the council has budgeted for upgrading St George Terrace, the main commercial street in Perth. Plans to enhance street level access from the CBD to Northbridge, blocked for 100 years by the rail system, are also underway.

The CBD is home to the offices of Western Australia’s many mining, oil and undersea exploration companies: Chevron, Shell, Woodside Petroleum, BHP Billiton- to name just a few. If you are looking for work in the energy field, try Brunel Energy Party Ltd, specialist recruitment firm. Perth CBD also offers plenty of opportunities for immigrants wanting IT work: Fujitsu has recently opened a large Perth based data centre, offering IT services to the banking sector. All of Australia’s major banks have offices in Perth CBD, and job seekers will also find a range of HR, PR, legal and accounting opportunities.

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Biography Writers for Hire

Biography writers for hire can work with you or your family members to write an account of your life story. You can hire biography writers to turn the events and experiences of your life or another person’s life, into a well-structured and organized biography. A good biography makes sure to include some basic details that need to be present in every biography, but it also includes interesting facts, scenes, and stories.

In addition to details like the date and place of birth, basic family information, experiences and achievements that hold great importance in the subjects life, biography writers for hire should include things such as an event that helped change or shape the person into the who he or she is today. These facts are imperative, but just putting them together and forming a few sentences does not make up a biography. It needs to be motivating and move people who read it. This is the job of biography writers for hire. biography

During the beginning stages, you will engage in conversation and discus ideas with the biography writers for hire. Through these conversations and emails and instant messages, your writers will be able to create a well organized outline. From the outline, a theme should appear, which will help tie the biography together. With an outline, you will also know in advance which parts will be included and which parts will be left out. This will help to write with purpose and clarity.

Biographies are generally life accounts of a person, famous or not, that detail the life and experience of the person. If the biography is about you, once you have chosen among biography writers for hire, the process of interviews and phone calls and chats will begin. This helps the writer to learn all about you in order to write the biography. More often, however, the biography writing process is a mix of direct contact and research.

In case you would like to hire a ghostwriter to write a biography for another family member, then you can submit interviews or videos that you took of the person, to the writer. They’ll then transcribe that interview and write the biography for that person. Besides, writing the biography from scratch, the writer can also edit a biography that you may have had previously gotten written by someone else but were, for some reason or another, not very satisfied with and turn it into a complete biography for you.

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Best Offshore Company Incorporation

Deciding between various offshore tax havens and various companies can be complicated. Each offshore jurisdiction and company type has its own benefits and trade-offs. In this article, we will simplify the selection procedure and explain some of the basics of offshore companies. offshore company

An Offshore Company is a company incorporated for operating outside the country of its registration and/or the place of residence of its directors, shareholders and real owners. Offshore companies offer a number of tax and legal advantages, including 0 percent taxation in their own jurisdictions, legitimate anonymity and asset protection.

There are five main principals, which we have outlined for identifying the best offshore tax havens. These are 1) offshore incorporation and renewal costs 2) popularity 3) reputation 4) lead times and 5) availability of offshore banks in the same jurisdiction.

Registration and other business costs are often the main decision characteristic when it comes to selecting the best offshore companies.

Another key criterion is popularity. The most popular companies are the ones that carry the best combination of all factors; hence many individuals decide to register there. However, some unknown and new jurisdictions as in the case of Anguilla companies can be still viable.

Reputation is another factor and is similar to popularity. However, it also demonstrates jurisdiction’s reputation with the business community, governments and banks.

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Top Winning Tricks to Play Poker Online

Plenty of tricks, secrets and tips about poker are easily found on the Internet, however, there are some winning tricks to play poker online that many players never put into practice to improve their game. One of the main reasons players do not use the best tricks to winning is that they think they are already a good player. Unless you are consistently winning, you will always need to learn and discover new tricks and secrets to make your game unbeatable.

Beware of potentially falling victim to the poker pride curse. That is where you think you are already too good a player and you do not need to learn more to excel in the game. The fact is that poker is an ever evolving game in which new players are constantly joining online poker rooms and becoming regular players.

The old skills of playing poker are quite different than today’s skills of aggression, check raising, and trapping. This is further compounded by the fact that playing poker online is primarily engineered by a complex set of poker algorithms and computer programs that make the game much more difficult to win.

Players are more apt to play certain poker hands online than in live poker since many times a draw is more likely to occur in an online poker room. This strange anomaly is a direct result of a computer program used by the online poker room to deal out poker hands. Some claim these poker algorithms are fixed or rigged, however, if you apply a certain strategy toward these online players you stand a better chance of beating them. poker online

That strategy is to understand more of how the pokersite program works, and what the correct decision is for you to make while playing in an online poker game. Combined with your own poker common sense and understanding the strategies of the multitude of players will allow you a greater opportunity in winning more poker tournaments online.

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Automated Forex Trading – Top Reviews

The currency market has become one of the best and safest places to invest your money because the returns can be great if you play your cards right and because the market is always on the move. However, if you’re going to earn the biggest return on your investment, you should consider looking into the automated forex trading tools known as robots. Top Review

These Forex robots are designed to provide valuable information and recommendations about the Forex market so you can make smart investment choices. However, there are so many on the market that choosing the right one can be a challenge. Here are some top reviews of the best features to consider when making your own choice.

Easy Learning Curve

One of the best parts of automated forex trading is that these robots make the market accessible even for beginning currency investors who don’t know much about how things work, at least not yet. If that describes you, then make sure you choose a robot that is going to have a low learning curve. You don’t want to spend all of your time trying to master the tool that is supposed to make automated forex trading easier for you.

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An Introduction to Windows

Windows firewall is an amazing security utility offered by Microsoft with its Windows OS package. It is designed to detect and restrict the potential threats from running on the device and the utility has proved itself as the best solution while looking for basic virus protection. Although, the company tries a lot to make the utility more intrusive and user-friendly, Firewall is always updated with multiple active firewall policies to keep threats away from your device(s). Although, incorporation of the latest technology and added features makes the utility stronger and reliable, but the common issues with the program have annoyed users. Turn windows

Here’s the list of such most faced Windows firewall issues along with their possible solutions:

1. Another (non-Microsoft) firewall program is installed

Windows Firewall forms a strong ‘defense-in-depth’ strategy by deploying multiple components, which are used in layers to protect your computer from virtual threats. The extensive use of additional firewalls can cause problems, and it will be a disaster if both the firewalls do not match exactly. The two most common issues that a user might need to face is the blockage of the network traffic and uncertain/unexpected shutdown of programs.

If you install a non-Microsoft firewall program then the manufacturer’s firewall program will disable Windows Firewall to prevent a clash. You can continue to use the non-Microsoft firewall program by keeping the Windows Firewall turned off. But, if you want to use Windows Firewall instead, then you will be required to uninstall the non-Microsoft firewall program, by using these steps:

1. Click Start > Control Panel > Control Panel Home, and > Uninstall a Program. Now, click on the non-Microsoft firewall program from the available list, and then click on the ‘Uninstall’ button. Follow the instructions on your screen to uninstall the program.

2. Go to the main Control Panel window, click ‘Security,’ and then click ‘Turn Windows Firewall on or off.’

3. If the ‘User Account Control’ dialog box pops-up, then confirm the action by clicking on ‘Continue.’

 

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Largely Benefit From Integrated Marketing Services Offered by a Technology Services Provider!

Effective marketing means putting the right message forward to your customers at the right time, right place and at the right cost. Technology has sped up and that requires a number of services that needs to be implemented together to give the desired results in a very short span of time. Just one pay per click advertisement, e-mail, web page or press release cannot give the desired effect until and unless all the varied technology services are combined together. IT Support London

This combination of different marketing strategies is known as integrated marketing services and companies are slowly recognizing the immense benefits that this service can offer in the long run.

Whether you have a product, a service or any other sort of consumer good to sell, taking a multi-channel approach will help you reach your target audience in the best possible manner. Integrated marketing services will not only help to retain your existing customers but help you to bring in more potential clients to your business.

The varied technology services included in this sort of a technique may include individual marketing disciplines such as graphic design & branding, advertising, direct marketing, sales promotion, online marketing, public relations, affinity marketing, etc. The same methods of integrated marketing may not be applied for every business, and will usually depend on the nature of the products or services that a particular business offers, their target industry and various other factors. For example, there are various online businesses who might not be interested in promoting their products through offline media but resort to strategies using the web. Similarly small or upcoming companies will rely more on word of mouth and listings in local directories, etc.

Therefore it is best to take the help of a professional technology services provider who can showcase on-demand talent, expertise of work, experienced and talented staff and deep resources. They can guide and provide you the best solutions to choose the right marketing strategy that is cost effective and time saving.

Integrated marketing services especially offer the opportunity to SME’s to reach their target audience via email, internet, direct marketing, advertising, public relations, etc. This helps these small to medium enterprises to build a brand name very fast. Moreover by utilizing the marketing disciplines put down by a reliable information technology services provider, upcoming business can save a lot towards operating costs including setting up of a new IT department

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5 Tips to Make Your Tweets Fit on Twitter

Twitter is huge. Have you noticed? Millions of people are on Twitter right now. It’s a great site for social networking. And it’s a great way to bring traffic to your website or even to build a list.

But there are times when 140 characters isn’t quite long enough. If your creative enough you can change the wording to make it fit. And possibly make it a better tweet.

If you really need to write more then 140 characters, here a 5 ways to make your tweets fit.

1. Cut out some spaces: There are a few spaces that you can take out of your tweet to make it just a bit smaller. This works perfect for tweets that are just a wee bit too long or for ReTweets. Go through your tweet and take out some spacing. Such as the space between a period and the next sentence. Or the space right after a number.

2. Use “text speak” to shorten your words: Some words can be shortened. Such as turning “you” into “U”. Or changing certain words to their appropriate symbols, such as “and” to “&”. Or shortening words such as “People” to “ppl”.

3. Take out unnecessary punctuation marks: Take out things that don’t really need to be there to be understood. Such as taking out apostrophes. Change “I’m” to “Im”. Or take out a dash between words. Just watch what they the turn into, as sometimes it won’t make sense.

4. Use a URL shortner: There are tons of URL shorteners out there that can take your huge link and make it much smaller. bit.ly is one of the best in that it makes your links shorter and it can keep track of clicks for you if you sign up. TinyURL works well too.

5. Use sites that break up long posts: There are some sites will take a longer post in a send them out in multiple tweets. This way you can have a long tweet without separating it yourself. There are also sites that put the first part of your tweet on Twitter and then a link to the rest of your tweet. best url shortener

These are just a few ideas that will help you make your Tweets fit. It depends on how you want your tweets to look. Some work quite well and others might look a little weird. But it’s easy to make your Tweet fit.

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Outsourced Product Development – A Trend or a Business Necessity

Nowadays the concept of outsourcing is a new hype in the software industry and many businesses are investing billions in outsourcing all their core and non-core product development activities. Since companies are intended to bring innovative products to the market rapidly, they need a strategic model of outsourcing for their upstream functions such as product designing and product development. An external engineering expertise not only reduces operational costs but also provides long-term benefits which, in turn, help to stay abreast of the competitors.

Though reasons could be numerous, the consistently emerging marketplace competition has actually drawn companies into new markets, domains/technologies for which they require expertise and skills in place. But when a company recognizes that they lack required infrastructures or skills, they end up on outsourcing product development activities. From this, it is evident that outsourcing is just not a mere trend but a business necessity which help companies to transform their raw ideas into innovative products. Let’s discuss in detail few reasons for why outsourced product development is a business necessity:

To Gain Expertise in Multi Domains

A saying states that it is always better to have more, which is true especially in the field of product designing and development. In order to build innovative and unique products, working on multiple concepts and theories is truly important. It not only helps to differentiate your product from others but also helps to determine product’s viability in the market. An outsourced product engineering firm generally has a team of design experts who work collaboratively with industry experts to build a working prototype of the product