I've actually had many people tell me they read my blog. Not big commenters I guess. Anyway, if you're out there reading, and you attended the DMA Conference in Las Vegas ... Just wondered what you thought.
Compared to others, it was slow. Not as many people. Luckily it turned out well for me. I think Las Vegas is NOT a great place to hold a business convention. Too many distractions. Too many "expense account junkies. Too hard to get around.
Stephen Kimball
Freelance DM Copywriter
www.skcopywriting.com
Sunday, October 26, 2008
Wednesday, September 24, 2008
The Bill and Jerry Show
I saw an article yesteday on today's biggest (and no doubt richest ) "ad guy"... Alex Bogusky. Part owner of a big general ad agency credited with helping Burger King and some big beer company do "amazing" things with viral markting.
His latest project (even though he's an admitted Mac user) is Microsoft. If you've seen their latest non-sensical attempt starring Bill Gates and Jerry Seinfeld, you probably said what the rest of us did ..."Huh?" Does that make you want to buy a PC and run Windows on it?
Of course they yanked the ads and said. "Oh, we were going to pull them anyway."
My point is this ... They are no-doubt viral marketing stars. Creating millions of hits on websites and getting people talking ... but only about the ad. The one thing NO ONE seems to know or care about is SALES!
None of the companies, shelling out millions of dollars for this guy, has mentioned anything about increased sales. My guess is because creating buzz alone, does not make people buy anything.
Stephen Kimball
Freelance DM Copywriter
www.skcopywriting.com
His latest project (even though he's an admitted Mac user) is Microsoft. If you've seen their latest non-sensical attempt starring Bill Gates and Jerry Seinfeld, you probably said what the rest of us did ..."Huh?" Does that make you want to buy a PC and run Windows on it?
Of course they yanked the ads and said. "Oh, we were going to pull them anyway."
My point is this ... They are no-doubt viral marketing stars. Creating millions of hits on websites and getting people talking ... but only about the ad. The one thing NO ONE seems to know or care about is SALES!
None of the companies, shelling out millions of dollars for this guy, has mentioned anything about increased sales. My guess is because creating buzz alone, does not make people buy anything.
Stephen Kimball
Freelance DM Copywriter
www.skcopywriting.com
Sunday, August 10, 2008
Direct Marketing Seems Alive and Well
Since I've been on my own as a freelance DM copywriter, Summers tend to be slow for me. Which is both good and bad. Good because it gives me lots of time to do what I want and spend time with the famly. Bad because it's no fun to not have your phone ring anymore. Typically, in the Summer, my clients don't want to mail because America is on vacation, and my clients tend to take long vacations as well.
This Summer, the wave of work never stopped. It only got bigger.
To be honest, I was a little worried that the usual Summer slowdown coupled with the recession, or start of a recession, was going to really impact my workload.
It appears to have had the opposite effect. I've been swamped. My clients are still working like crazy, testing new ideas and pumping out marketing dollars. Which many companies understand is the smart thing to do. When things get slow, don't yank the marketing budget, INCREASE the marketing budget.
It's been reasurring to see that the DM industry is alive and well in these tough economic times.
Stephen Kimball
Freelance DM Copywriter
www.skcopywriting.com
This Summer, the wave of work never stopped. It only got bigger.
To be honest, I was a little worried that the usual Summer slowdown coupled with the recession, or start of a recession, was going to really impact my workload.
It appears to have had the opposite effect. I've been swamped. My clients are still working like crazy, testing new ideas and pumping out marketing dollars. Which many companies understand is the smart thing to do. When things get slow, don't yank the marketing budget, INCREASE the marketing budget.
It's been reasurring to see that the DM industry is alive and well in these tough economic times.
Stephen Kimball
Freelance DM Copywriter
www.skcopywriting.com
Thursday, June 12, 2008
Great beer Advertising
Though not a beer drinker myself, I always nod my head and say "Yes!" when I see the Coors commercial that tells you how they keep it chilled at ALL time, even during shipping ... show you their neat label that tells you if your can of Coors is cold enough to drink ... and then wrap things up by calling themselves "The Most Refreshing Beer in the World!"
I LOVE that! I love when companies step up and claim a title like that. Are they in fact the most refreshing beer in the world? Maybe? Who can know? But they say it, and no one else does. Plus, people will latch on to anything. Instead of lots of cute, clever, funny image advertsing, Coors took it to a new level to differentiate themselves. They created their own uniqueness with the Cold angle, and used a neat, interactive tool to help you, then they bravely placed a crown on their own heads and declared themselves the most refreshing beer in the world.
THAT is good advertising and solid marketing.
Now if they were even smarter, they'd direct us to a website to print a coupon or do something interactive, or ask us to call for a sweeptakes or discount code or something. They've almost got it!
Stephen Kimball
Freelance DM Copywriter
www.skcopywriting.com
I LOVE that! I love when companies step up and claim a title like that. Are they in fact the most refreshing beer in the world? Maybe? Who can know? But they say it, and no one else does. Plus, people will latch on to anything. Instead of lots of cute, clever, funny image advertsing, Coors took it to a new level to differentiate themselves. They created their own uniqueness with the Cold angle, and used a neat, interactive tool to help you, then they bravely placed a crown on their own heads and declared themselves the most refreshing beer in the world.
THAT is good advertising and solid marketing.
Now if they were even smarter, they'd direct us to a website to print a coupon or do something interactive, or ask us to call for a sweeptakes or discount code or something. They've almost got it!
Stephen Kimball
Freelance DM Copywriter
www.skcopywriting.com
Wednesday, May 28, 2008
So true ...
I heard a great saying the other day on the radio. I think I'd heard it before, but it really caught my attention this time. It was for a local company, might have been a window installer.
The saying was something close to this ... "The dissapointment of poor quality long outlasts the sweetness of a low price." I thought that was great, and so true! We've all done it. Gotten a killer deal, paid a very low price for some product or service we thought was high quality. Only to find out it was, in fact, very poor quality, and we're stuck with it.
This saying is a close cousin of "You get what you pay for."
I see this problem a lot in my own busniess. People who tell me they once found a bargain copywriter, who they trusted, then paid a lot in printing and postage to mail what this bargain writer had done. And then watched it bomb. My clients know they're better off paying a higher price for a top writer as insurance against a mailing with disasterous results.
This applies to all of us as consumers, as something we should be wary of. And it is also a responsiblity for busineess owners to provide the highest quality products and sevices at a reasonable price.
Stephen Kimball
Freelance DM Copywriter
www.skcopywriting.com
The saying was something close to this ... "The dissapointment of poor quality long outlasts the sweetness of a low price." I thought that was great, and so true! We've all done it. Gotten a killer deal, paid a very low price for some product or service we thought was high quality. Only to find out it was, in fact, very poor quality, and we're stuck with it.
This saying is a close cousin of "You get what you pay for."
I see this problem a lot in my own busniess. People who tell me they once found a bargain copywriter, who they trusted, then paid a lot in printing and postage to mail what this bargain writer had done. And then watched it bomb. My clients know they're better off paying a higher price for a top writer as insurance against a mailing with disasterous results.
This applies to all of us as consumers, as something we should be wary of. And it is also a responsiblity for busineess owners to provide the highest quality products and sevices at a reasonable price.
Stephen Kimball
Freelance DM Copywriter
www.skcopywriting.com
Monday, May 19, 2008
Being taken to task ...
I got a comment on my last post about the "Poor Pizza guy" who I wrote about and believe will fail. I was asked. "Well, then why don't you go help them?" Good, thought-provoking (and simple) question! The easy answer is because I've tried this with other people/companies, and most, I feel, don't want help. They think they know what they're doing.
I've actually given TONS of pro bono marketing help to friends, neighbors and family over the years. I'll help anyone that asks. And I think that's the key, if they ask, they truly want help, and will respect what I suggest to them.
Marketing is just marketing. While I believe it makes the world go round in many ways , it's not like I'm a doctor with the power to heal. But I'll always help.
And finally, I have recently taken steps to make myself available to the general business world. I have a very unique client base(hardcore direct marketers and mass mailers), that pay me very well, and we help each other easily. But I have realized that maybe others out there would take my help if offered.
I'm kind of excited to see what happens with my experimenting. I'll keep you posted.
Stephen Kimball
Freelance DM Copywriter
www.skcopywriting.com
I've actually given TONS of pro bono marketing help to friends, neighbors and family over the years. I'll help anyone that asks. And I think that's the key, if they ask, they truly want help, and will respect what I suggest to them.
Marketing is just marketing. While I believe it makes the world go round in many ways , it's not like I'm a doctor with the power to heal. But I'll always help.
And finally, I have recently taken steps to make myself available to the general business world. I have a very unique client base(hardcore direct marketers and mass mailers), that pay me very well, and we help each other easily. But I have realized that maybe others out there would take my help if offered.
I'm kind of excited to see what happens with my experimenting. I'll keep you posted.
Stephen Kimball
Freelance DM Copywriter
www.skcopywriting.com
Tuesday, April 29, 2008
Poor Pizza Guy
The other day I got a flyer on my front door with a menu for a new pizza place that just opened nearby. It was a pretty shoddy job, tons of typos, missing sentences, crooked printing, obviousely done by hand. And the biggest mistake, no mention of why their pizza is any better than the other 2 dozen competitors within 5 miles of my house.
It's another case of a guy/girl with a dream ... "I want to have my own pizza shop someday." Nice dream, but probably a big waste of their money, as several others have tried and failed. Not to be cynical, but he/she has no marketing plan. The first attempt (and impression) was simply bad.
In today's economy, shelling out likely tens of thousands of dollars to refit space, buy equipment and supplies, and take on a payroll, is not a good idea. Especially with rising food prices, and shrinking family budgets that are cutting down on eating out habits. With so many good, low-cost-to-start home businesses today, I wonder what they were thinking.
At the very least, he/she should tell us why to choose their pizza over their competition. My prediction: Six months and they're gone. UNLESS they can convince us they have the best pizza in town. But I don't see it happening. Moral of the story ... A good/smart marketing plan could save him. And a poor one, or lack of one, will make him wish he'd never tried.
Stephen Kimball
Freelance DM Copywriter
www.skcopywriting.com
It's another case of a guy/girl with a dream ... "I want to have my own pizza shop someday." Nice dream, but probably a big waste of their money, as several others have tried and failed. Not to be cynical, but he/she has no marketing plan. The first attempt (and impression) was simply bad.
In today's economy, shelling out likely tens of thousands of dollars to refit space, buy equipment and supplies, and take on a payroll, is not a good idea. Especially with rising food prices, and shrinking family budgets that are cutting down on eating out habits. With so many good, low-cost-to-start home businesses today, I wonder what they were thinking.
At the very least, he/she should tell us why to choose their pizza over their competition. My prediction: Six months and they're gone. UNLESS they can convince us they have the best pizza in town. But I don't see it happening. Moral of the story ... A good/smart marketing plan could save him. And a poor one, or lack of one, will make him wish he'd never tried.
Stephen Kimball
Freelance DM Copywriter
www.skcopywriting.com
Tuesday, April 8, 2008
Where do Most Mail Packages Fail?
After writing DM copy nonstop for 14 years, I've now written well over 1000 mail packages. And while not all of them worked, most of them have. I've been asked before, "What is the most important part of a direct mail package?" The offer ... the headline ... the P.S. ... the envelope ... the price point ... the graphic design?
And my answer is that's it's ALL important! That's why I succeed more often than I fail. I've written enough of them to know that you can't let ANY of the parts fail.
Though if I had to pick one thing that causes a mail package to "fail" it's not any one technical component, it's lack of connection. What I mean is that it fails to connect with the reader. It comes across as a sterile, corporate, non-personal communication that fails to get one step in front of the reader, and know before-hand, what their thoughts, feelings, ideas and hesitations are about your product or service.
A direct mail package is supposed to be a PERSONAL letter from a real person. Yet, so many simply add a signature at the end of the letetr and call it personal.
It has to go way beyond that! It has to be an emotional mail package. It has to be written with emotion so it causes emotion from the reader. So yes, the offer has to be red hot and appealing, too good to pass up ... the headline has to be bold, specific, powerful and intriuging ... the P.S. has to make the reader want to go see what they may have missed if all they read was the P.S. ... the envelope HAS to make them want to tear it open to see what's inside ... the price has to make sense and be affordable ... and the design has to be pleasing to the eye and help them to walk down the intended path to the order form.
So what is the most important part of a mail package? I say personality, common sense, intuition. When a mail package comes together correctly, all the parts come together WITH emotion, and connectivity to make a great piece of advertising. Any copwriter can go down the checklist and make sure all the "parts" are there, but only a good one can make those parts work synergystically to make a sale.
Stephen Kimball
Freelance DM Copywriter
www.skcopywriting.com
And my answer is that's it's ALL important! That's why I succeed more often than I fail. I've written enough of them to know that you can't let ANY of the parts fail.
Though if I had to pick one thing that causes a mail package to "fail" it's not any one technical component, it's lack of connection. What I mean is that it fails to connect with the reader. It comes across as a sterile, corporate, non-personal communication that fails to get one step in front of the reader, and know before-hand, what their thoughts, feelings, ideas and hesitations are about your product or service.
A direct mail package is supposed to be a PERSONAL letter from a real person. Yet, so many simply add a signature at the end of the letetr and call it personal.
It has to go way beyond that! It has to be an emotional mail package. It has to be written with emotion so it causes emotion from the reader. So yes, the offer has to be red hot and appealing, too good to pass up ... the headline has to be bold, specific, powerful and intriuging ... the P.S. has to make the reader want to go see what they may have missed if all they read was the P.S. ... the envelope HAS to make them want to tear it open to see what's inside ... the price has to make sense and be affordable ... and the design has to be pleasing to the eye and help them to walk down the intended path to the order form.
So what is the most important part of a mail package? I say personality, common sense, intuition. When a mail package comes together correctly, all the parts come together WITH emotion, and connectivity to make a great piece of advertising. Any copwriter can go down the checklist and make sure all the "parts" are there, but only a good one can make those parts work synergystically to make a sale.
Stephen Kimball
Freelance DM Copywriter
www.skcopywriting.com
Monday, March 31, 2008
Help from Mom
A lot of people ask me how I wound up being a DM copywriter. As most of the writers in the upper levels of copywriting didn't start out that way, I am a little strange in that I have been a copywriter since graduating from college. Here's how it started ...
When I was 15, my Mom brought home a book from the library called Ogilvy on Advertising. Most advertising/marketing pros know it well. She said, "Stephen, you should read this, I think you'd make a good copywriter." I did read and I was hooked! I loved seeing the salemanship ... the creativity. The art of selling!
Though I put everything from Lawyer to Marine Biologist to Mechanical Engineer on my college applications, I knew I really wanted to be a copywriter. I think I was the only freshman in my dorm who actually had a major picked out!
I graduated with a degree in advertising from BYU with the goal of being a big Madison Avenue creative genius, writing ads for Coke and Nike. And after banging on every ad agency door in Utah looking for a job, while being told "You're talented, but have no expeience, FINALLY Peter Harrison at Smith-Harrison Direct gave me a shot. Here's the caveat ...
"We are a DM agency. What do you know about direct marketing?" "Nothing," I truthfully told him. I ran to the campus library and found a book by Bob Stone, and read feverishly!
Alas, my education had been grossly neglected! In 4.5 years, never a single word was uttered about direct marketing.
Peter got me hooked on the common-sense world of measurable advertising! And I knew I could never go back to my former mode of thinking.
That was nearly 14 years ago. I have since written millions of words for hundreds of clients around the world.
Though hard, I do love what I do, and know I have a gift for copywriting.
Thanks, Mom!
Stephen Kimball
Freelance DM Copywriter
www.skcopywriting.com
When I was 15, my Mom brought home a book from the library called Ogilvy on Advertising. Most advertising/marketing pros know it well. She said, "Stephen, you should read this, I think you'd make a good copywriter." I did read and I was hooked! I loved seeing the salemanship ... the creativity. The art of selling!
Though I put everything from Lawyer to Marine Biologist to Mechanical Engineer on my college applications, I knew I really wanted to be a copywriter. I think I was the only freshman in my dorm who actually had a major picked out!
I graduated with a degree in advertising from BYU with the goal of being a big Madison Avenue creative genius, writing ads for Coke and Nike. And after banging on every ad agency door in Utah looking for a job, while being told "You're talented, but have no expeience, FINALLY Peter Harrison at Smith-Harrison Direct gave me a shot. Here's the caveat ...
"We are a DM agency. What do you know about direct marketing?" "Nothing," I truthfully told him. I ran to the campus library and found a book by Bob Stone, and read feverishly!
Alas, my education had been grossly neglected! In 4.5 years, never a single word was uttered about direct marketing.
Peter got me hooked on the common-sense world of measurable advertising! And I knew I could never go back to my former mode of thinking.
That was nearly 14 years ago. I have since written millions of words for hundreds of clients around the world.
Though hard, I do love what I do, and know I have a gift for copywriting.
Thanks, Mom!
Stephen Kimball
Freelance DM Copywriter
www.skcopywriting.com
Friday, March 21, 2008
Bad Businesses Fail
Maybe, because you're somehow affiliated with the marketing industry, you do this too ... While you're driving around your own town or city, or anywhere else, and you see a new business has opened up, you instantly pass judgement as to the long term viability of that business. I an spot a failure from 100 yards away.
Not to boast, but I am right more often that I am worng. I see businesses pop up that seem to have not given a single thought as to whether anyone cared that they were in business or bothered to see if they had a good offering and a ready and willing group of buyers.
Just because a person has a great idea and "always wanted to have their own business" is NOT a good enough reason to pump lots of cash and time into making it happen! Unless they are SURE they indeed have a good idea.
I have seen this happen countless times. And I have talked to a lot of these people. Failed busines owners. It's a large group. And a large part of the problem is they don't understand marketing or how people think and operate.
It's no different in the DM world. Not all ideas are good ones. I am continually amazed at some of the stuff people send to me who want to take a swipe at mailing an offer. I have looked at mail peces that truly, honestly suck.
The moral of the story is this: When you own a busines of any sort, smart marketing rules. And if you aren't smart enough to do it yourself, hire a pro. Or at least ask one to do you a favor and review your plan.
Stephen Kimball
Freelance DM Copywriter
www.skcopywriting.com
Not to boast, but I am right more often that I am worng. I see businesses pop up that seem to have not given a single thought as to whether anyone cared that they were in business or bothered to see if they had a good offering and a ready and willing group of buyers.
Just because a person has a great idea and "always wanted to have their own business" is NOT a good enough reason to pump lots of cash and time into making it happen! Unless they are SURE they indeed have a good idea.
I have seen this happen countless times. And I have talked to a lot of these people. Failed busines owners. It's a large group. And a large part of the problem is they don't understand marketing or how people think and operate.
It's no different in the DM world. Not all ideas are good ones. I am continually amazed at some of the stuff people send to me who want to take a swipe at mailing an offer. I have looked at mail peces that truly, honestly suck.
The moral of the story is this: When you own a busines of any sort, smart marketing rules. And if you aren't smart enough to do it yourself, hire a pro. Or at least ask one to do you a favor and review your plan.
Stephen Kimball
Freelance DM Copywriter
www.skcopywriting.com
Monday, March 17, 2008
Agency copywriting vs. a Freelancer
I recently got a call from a would-be client I met at a tradeshow. Initially, instead of using me for their direct response copywriting, they had decided to use an agency they knew of.
Results: Disasterous. Lots of money lost.
Now, believe me, this is not first time I've lost a client or project to an agency, only to have them crawl back after a disaster and say they made a huge mistake. (While I swallow the huge "I told you so" that is trying to escape from my mouth!)
I've seen it happen time after time ... a company hires a DM Agency with the promise of great results, (usually at a far higher cost because they have so much overhead ) and then the results are so poor they feel shellshocked. Why is this?
The answer is easy ... Experience. Guaranteed ... if you went into most DM agencies, they will tell you, absolutely, they do direct response mail (copywriting), email, space ads etc. They really don't. They "can", but they shouldn't. As in I "can" perform surgery or do your taxes, but I shouldn't.
While agencies are full of great, smart and talented people, and serve a valuable function (all services under one roof), if you want to see excellent results, don't use an agency to do your copywriting, or at least do your homework. They simply don't have the people with the expereince or skills you need to do correctly. (FYI: The really good writers don't work for agencies)
Usually, they have a Creative Director with no DM copywriting experience, who is giving the assignment to a junior (cheaper) copywriter with little or no DM experience
And that's just the tip of the iceberg, as you will then spend tens, even hundreds of thousands of dollars on printing and postage. And when it tanks, now you're really stuck.
This is exactly why I have been hired by the world's largest ad agency to write DM pieces for them. Why? Because among the thousands of employees they have worldwde, they still don't have anyone with my skills and experience to get results. They are smart enough to take the job, then go hire a pro to do the copywiting. The fact is, I get hired by many agencies who know better than to tackle the writing themselves.
I'm not trying to knock agencies, only to save you time, money and hassles. It happens a lot. Promises of "we can do it all" but it doesn't work out. If they say they can do the writing, you'd be best serve by asking "who" exactly is doing it and if they're really qualfied.
No marketing effort is guaranteed to work. I can't guarantee results. But having written literally thousands of DM pieces, your chances of success are far greater with me or another top writer, than with most DM agencies. I only hope someone reads this and saves themselves time, money and complete disaster by hedging their bets with a experiened copywriter.
Stephen Kimball
Freelance DM Copywriter
www.skcopywriting.com
Results: Disasterous. Lots of money lost.
Now, believe me, this is not first time I've lost a client or project to an agency, only to have them crawl back after a disaster and say they made a huge mistake. (While I swallow the huge "I told you so" that is trying to escape from my mouth!)
I've seen it happen time after time ... a company hires a DM Agency with the promise of great results, (usually at a far higher cost because they have so much overhead ) and then the results are so poor they feel shellshocked. Why is this?
The answer is easy ... Experience. Guaranteed ... if you went into most DM agencies, they will tell you, absolutely, they do direct response mail (copywriting), email, space ads etc. They really don't. They "can", but they shouldn't. As in I "can" perform surgery or do your taxes, but I shouldn't.
While agencies are full of great, smart and talented people, and serve a valuable function (all services under one roof), if you want to see excellent results, don't use an agency to do your copywriting, or at least do your homework. They simply don't have the people with the expereince or skills you need to do correctly. (FYI: The really good writers don't work for agencies)
Usually, they have a Creative Director with no DM copywriting experience, who is giving the assignment to a junior (cheaper) copywriter with little or no DM experience
And that's just the tip of the iceberg, as you will then spend tens, even hundreds of thousands of dollars on printing and postage. And when it tanks, now you're really stuck.
This is exactly why I have been hired by the world's largest ad agency to write DM pieces for them. Why? Because among the thousands of employees they have worldwde, they still don't have anyone with my skills and experience to get results. They are smart enough to take the job, then go hire a pro to do the copywiting. The fact is, I get hired by many agencies who know better than to tackle the writing themselves.
I'm not trying to knock agencies, only to save you time, money and hassles. It happens a lot. Promises of "we can do it all" but it doesn't work out. If they say they can do the writing, you'd be best serve by asking "who" exactly is doing it and if they're really qualfied.
No marketing effort is guaranteed to work. I can't guarantee results. But having written literally thousands of DM pieces, your chances of success are far greater with me or another top writer, than with most DM agencies. I only hope someone reads this and saves themselves time, money and complete disaster by hedging their bets with a experiened copywriter.
Stephen Kimball
Freelance DM Copywriter
www.skcopywriting.com
Tuesday, March 11, 2008
Marketing's Personal touch ...
Tonight I had dinner with a good friend and colleague who was in town to enjoy Utah's "Greatest Snow On Earth" (FYI: If YOU also want to enjoy said snow, see my website for my amazing offer!)
Anyway, with his printing business based in Ohio, and clients across the U.S., he will soon make a full time job of criss-crossing the country in a luxury 5th wheel camper, meeting with his clients one-on-one. Why, in a day of email, cell phones, texting, Laptops, IM, Blackberrys and outrageous gas prices would he go to so much trouble to see a client?
Easy, he closes more deals that way. It's the dying art of creating a personal relationship. Treating them as not just a client, but a friend. Something I have learned goes a long way.
And something that, when I finally got it, changed the way I wrote sales copy for the better. I know I only have a short window of time to get in stride, and on a personal level, with my reader.
In today's marketing cluttered world, it HAS to be personal. As if I could be there in person to deliver the sales pitch myself, with passion, convincibility, emotion, credibility and respect.
Something to think about as you examine your own marketing and advertising. Is it personal, or a bland delivery from a faceless enity far away!
Stephen Kimball
Freelance DM Copywriter
www.skcopywriting.com
Anyway, with his printing business based in Ohio, and clients across the U.S., he will soon make a full time job of criss-crossing the country in a luxury 5th wheel camper, meeting with his clients one-on-one. Why, in a day of email, cell phones, texting, Laptops, IM, Blackberrys and outrageous gas prices would he go to so much trouble to see a client?
Easy, he closes more deals that way. It's the dying art of creating a personal relationship. Treating them as not just a client, but a friend. Something I have learned goes a long way.
And something that, when I finally got it, changed the way I wrote sales copy for the better. I know I only have a short window of time to get in stride, and on a personal level, with my reader.
In today's marketing cluttered world, it HAS to be personal. As if I could be there in person to deliver the sales pitch myself, with passion, convincibility, emotion, credibility and respect.
Something to think about as you examine your own marketing and advertising. Is it personal, or a bland delivery from a faceless enity far away!
Stephen Kimball
Freelance DM Copywriter
www.skcopywriting.com
Monday, March 10, 2008
Junk Mail
Part One:
Yesterday I was reading the magazine portion of the Sunday paper, and one of the teasers on the front cover was "How to Stop Getting Pesky Junk Mail." Now, I could, but I don't, take offense to this. After all, I make a good living writing "Junk Mail." So it's in my best interest to keep it going. However, I absolutely believe anyone has the right not to receive it if they choose. That's part of what makes America great! However ...
Part Two: A week or so ago, my wife went to get the mail and there was none. I went back a few hours later to get it, and being well past the mailman's work day, I concluded that we just didn't get any that day. Which is odd ... and a bit unsettling. And THAT is what balances out the feelings of those who say they don't like junk mail.
I submit, that NO ONE likes going to the mail box and finding nothing. While many may not admit it, I think it makes people feel sad and unloved if they don't get any mail. They may complain on one hand, but something is always (or at least usually)better than nothing!
If the legislation that has been proposed in many states passes to allow people to put their name on a Do Not Mail lIst, it could hurt my clients and then me. But I hold out hope that given the choice, most people will choose something, over nothing.
My Job ... I like to make sure everything I write is useful, high-quality and welcome in a person's mail box. I know I won't please everyone, but I like to think they will find my clients mail a useful message, rather than an intrusion.
Yesterday I was reading the magazine portion of the Sunday paper, and one of the teasers on the front cover was "How to Stop Getting Pesky Junk Mail." Now, I could, but I don't, take offense to this. After all, I make a good living writing "Junk Mail." So it's in my best interest to keep it going. However, I absolutely believe anyone has the right not to receive it if they choose. That's part of what makes America great! However ...
Part Two: A week or so ago, my wife went to get the mail and there was none. I went back a few hours later to get it, and being well past the mailman's work day, I concluded that we just didn't get any that day. Which is odd ... and a bit unsettling. And THAT is what balances out the feelings of those who say they don't like junk mail.
I submit, that NO ONE likes going to the mail box and finding nothing. While many may not admit it, I think it makes people feel sad and unloved if they don't get any mail. They may complain on one hand, but something is always (or at least usually)better than nothing!
If the legislation that has been proposed in many states passes to allow people to put their name on a Do Not Mail lIst, it could hurt my clients and then me. But I hold out hope that given the choice, most people will choose something, over nothing.
My Job ... I like to make sure everything I write is useful, high-quality and welcome in a person's mail box. I know I won't please everyone, but I like to think they will find my clients mail a useful message, rather than an intrusion.
Friday, March 7, 2008
Virgin Tracks here ... I guess it's about time l join the rest of America and blog my time away!
So my first post ... a story about a bird. We live on a mountaiside. And the back of our house has a lot of very large and high windows. As I sat talking the other day, I kept hearing someting hit against the windows. And I knew there was nothing back on our deck to hit against the windows. So I walked back to look, and there was a poor (I'm guesing a "teenaged" bird) who was stuck. He thought our large windows were his ticket to freedom. He was quite mistaken, and I just thought "dumb bird!"
All he had to do was fly around our house or go "the other way" left or right, and he'd be free. But he just kept thumping against the house for a long time.
So, here's the moral of the story ...
I run into companies all the time that are like this bird. They keep thumping against their marketing problems over and over. Now, I make a nice living writing direct reponse copy for some very big companies. But perhaps one of the more valuable services I offer, I give away absolutely free of charge. l show them ways to "get around the house."
After all, what was the bird's real problem? He was too close to the house. If he simply backed up and looked, he'd see the solution to his problem.
I love doing that for companies who just can't see how to do anything diffently. They get bogged down in "I can't" "We never have" and "How else could we do it."
Thats's what I love ... offering a fresh perspective and a great solution to, what seems to them, an unsurmountable problem.
Whew ... A virgin no more!
So my first post ... a story about a bird. We live on a mountaiside. And the back of our house has a lot of very large and high windows. As I sat talking the other day, I kept hearing someting hit against the windows. And I knew there was nothing back on our deck to hit against the windows. So I walked back to look, and there was a poor (I'm guesing a "teenaged" bird) who was stuck. He thought our large windows were his ticket to freedom. He was quite mistaken, and I just thought "dumb bird!"
All he had to do was fly around our house or go "the other way" left or right, and he'd be free. But he just kept thumping against the house for a long time.
So, here's the moral of the story ...
I run into companies all the time that are like this bird. They keep thumping against their marketing problems over and over. Now, I make a nice living writing direct reponse copy for some very big companies. But perhaps one of the more valuable services I offer, I give away absolutely free of charge. l show them ways to "get around the house."
After all, what was the bird's real problem? He was too close to the house. If he simply backed up and looked, he'd see the solution to his problem.
I love doing that for companies who just can't see how to do anything diffently. They get bogged down in "I can't" "We never have" and "How else could we do it."
Thats's what I love ... offering a fresh perspective and a great solution to, what seems to them, an unsurmountable problem.
Whew ... A virgin no more!
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