Direct Response Mailings – 4 Ingredients to Bring Response

Even with the rise of internet commerce, a good sales letter can still do good work for you.

Even the most sophisticated, skeptical, even jaded prospect can be drawn into a well-formulated package – but what makes a package well-formulated? I go back to the fundamentals that seem to stick around from the days of marketing maestros, Ogilvy and Caples, to today’s enterprises-

Here they are:

1. Know your prospect.

The most important ingredient for any successful direct mail package (or any advertising) is to know who you’re talking to. When it comes down to it, we don’t like to get lost in the crowd. When a copywriter really takes the time to research prospective customers, understand what they’re concerned about, what interests them, what excites them, that copywriter can write a package that really speaks right to them.

And when the customer gets that package, they know that it was really meant for them – not misdelivered. Furthermore, it immediately makes a strong emotional connection with the customer because it addresses exactly what’s bothering them or what they are yearning for. And this brings me to the second ingredient…

2. Make an emotional, benefits-driven appeal.

If we just bought purely on logic, we would have pretty simple lives: a basic well-rounded meal and a warm bed protected from the elements.

Truth is we buy for much more complicated, and even somewhat messy and inconsistent reasons, rooted in our emotions:

We buy Vitamin D because it alleviates our worries about breaking our hip when we hit menopause and ending up in a nursing home;

We buy a low-energy light bulb because it makes sure that our children and grandchildren can look out on the same beautiful river scene we’re enjoying right now.

We buy things because they promise us a better life and as a marketer you need to be clear that you are offering that promise. But to make sure that you’re not exploiting your prospect and to strengthen your promise you need something more. Which brings us to the third ingredient…

3. Be credible.

This to me is the foundation of good business and copywriting.

While the emotional appeal brings someone into your copy, you still need to offer them a solid, good product. It’s part of doing business right and it’s also part of being profitable.

You see, consumers are increasingly skeptical and sophisticated – with access to a huge amount of information on the web. You have no room to mislead. And yet you have every opportunity to distinguish yourself by providing reliable information on a reliable product.

Bottomline, it costs more money to acquire new customers to keep current, long-standing ones. While you may make a few sales up front based on hype, over the long term those customers will go elsewhere when your product doesn’t meet their expectations.

The most important thing you can do for your business is to build it on solid evidence and an unwavering interest in serving your customers well. This not only brings success to you, it brings good returns to your customers as well. But with all this good convincing, customers have little time and patience with marketing. So make it easy on them – which brings us to the final ingredient…

4. Give your prospects a clear offer and a clear call to action.

Tell your customers in clear terms what they are getting and tell them how to get it. It may seem self-evident to you when you’re wrapped up in getting sales that someone should call, email, click or do whatever you wrote the package to get them to do.

But when someone is poring over your sales materials it helps to give them a clear direction of what to do next. It makes it easier for them to purchase from you and it even gives them a little nudge if they’re waffling a bit.

Put these 4 ingredients together and you’ve got a great sales package.

Email Marketing for Small Business: Tips to Maximize Results

Email marketing is a great tool for any business- but especially for small businesses. Email marketing allows you to reach an essentially unlimited number of customers, clients and prospects- and it allows you to do so at a fraction of the cost of direct mail campaigns. But like anything else, if you don’t know what you’re doing, it’s easy to make mistakes. Below are six tips to help you get started:

1. Don’t do it alone. Many business owners try to run their own campaigns directly from their email outbox. It’s tempting to save money wherever you can, but if you’re serious about email marketing, use a service like iContact or Constant Contact. Basic plans are very affordable, and you will save yourself an incredible amount of time and frustration. In addition, you will be able to use an attractive layout, branded with your company logo and colors.

2. Make sure you have permission. Don’t be a spammer! Make sure that you do not send emails to anybody that did not choose to receive them. Sending unsolicited marketing emails will make your company look bad and could get you blacklisted by many email providers. Your mailing list should be “opt-in”, meaning recipients choose to join it, rather than choosing NOT to join. Also, be sure that each email has an “opt-out” link where recipients can choose to stop receiving your emails if they wish.

3. Keep them short, catchy and professional. Don’t get carried away- nobody wants to read an essay! Instead, make sure you have a catchy subject line and a couple of strong sentences that communicate your message clearly and concisely. If the purpose of the email is to persuade recipients to buy a product, visit a store, or subscribe to a service, be sure to end with a strong call to action.

4. Don’t end up in the spam folder. Unfortunately, thanks to the barrage of spam we all receive, spam filters have become more and more aggressive. It’s not uncommon for legitimate emails to be filtered into a junk or spam folder. If you’re using an email marketing service, you should have the option to “spam check” each message. Take advantage of this and make sure you follow their recommendations.

5. Don’t overuse video and sound. Videos and sound effects can be used very effectively in a marketing campaign, but they can also be overused. Many people are quickly scanning their emails and don’t have the time to watch a video. And if they have music playing, nothing is more annoying than unexpected blast of sound from an email! Use video and sound sparingly, and make sure that they DON’T autoplay.

6. Have a plan. If your email marketing strategy consists of waking up one morning and deciding to send out an email, it’s not going to succeed. A good email marketing plan is like telling a story- and you can only do this if you plan it out ahead of time. Don’t try to sell something every time you send an email… mix in holiday greetings, updates and other non-sales material. Each time a client or prospect opens your email, you have a golden opportunity to strengthen your relationship. Make sure you take full advantage!

Email marketing is a great tool for a small business… but only if it is done right. The tips above are far from an exhaustive list, but they will get you started in the right direction!

Why Is North America Largest Disposable Medical Sensors Market?

These factors will increase the size of the market from $4.5 billion in 2016 to $8.9 billion by 2023. Currently, the market is observing technological developments and the introduction of novel devices. This is because key medical device and component manufacturers are focusing on enhancing their product portfolio to retain and even strengthen their foothold in the market.

One of the key factors driving the disposable medical sensors market growth is the increasing incidence of HAIs. The World Health Organization (WHO) states that nearly 7 out of 100 hospitalized individuals in developed nations and 10 out of 100 hospitalized patients in emerging economies contract at least one HAI. According to the European Centre for Disease Prevention and Control (ECDC), the incidence of HAIs in the region is around 7.1%. This is why the awareness regarding disposable sensors and other single-use medical equipment is rising around the world.

Browse detailed report – Disposable Medical Sensors Market Revenue Estimation and Growth Forecast

The placement of sensor segment is categorized into strip sensors, implantable sensors, ingestible sensors, wearable sensors, and invasive sensors. In 2016, the strip sensors category held the largest market share due to their surging adoption in diagnostic devices, as they are easy to use and carry a lower risk of infection transmission. The ingestible sensors category will demonstrate the fastest growth in the forecast period owing to the continuous technological innovations in these sensors and strong focus on wireless diagnostic imaging and patient monitoring.

Geographically, the North American disposable medical sensors market generated the highest revenue in 2016 due to the increasing prevalence of HAIs, booming geriatric population, and rising government expenditure on research and development (R&D) for the sensors in the region. Moreover, the high healthcare cost and rising incidence of chronic diseases support the market growth. The Centers for Disease Control and Prevention (CDC) states that 6 in 10 adults in the U.S. suffer from chronic diseases at any point in time.

The Asia-Pacific disposable medical sensors market is projected to register the fastest growth during the forecast period. This can be attributed to the surging healthcare expenditure, escalating demand for advanced technologies, growing cases of chronic ailments, and rising government initiatives and healthcare R&D funding. According to the International Diabetes Federation (IDF), China and India will be home to 150.7 million and 123.5 million diabetic patients, respectively, by 2040. Such a high incidence of chronic diseases is already driving the volume of medical procedures and procurement of disposable sensors.

Thus, the increasing incidence of HAIs and escalating number of product launches will augment the market growth in the coming years.