Have You Gone to the Mailbox Today?

Rethink Direct Mail

Mail_Automation_Paw_Print_And_MailThink about the last purchase you made. What did it take to bring you from prospective customer to committed buyer?

Prospects typically need multiple touches before they commit to a purchase—over 7, according to the Online Marketing Institute. While it’s relatively easy to send out lots of emails or post on social media, we’re in an age where many of us are experiencing digital overload. (The average office worker receives 121 emails per day!) In such a crowded digital space, it’s hard to make your voice heard. If you’re not getting the kind of response you’d like from your marketing campaigns, it may be time to add direct mail to the mix.

Direct mail consistently rates as being more trustworthy, more memorable, and read more often than email. It provides a personal touch and the kind of experience digital just can’t deliver.

Direct mail may seem limiting if you have limited experience with it. However, printing has advanced considerably, giving you a wide range of options for texture, color, shape, design, and personalization.

As with any marketing communication, direct mail works best when it is relevant to the recipient and tailored to your audience. Just like digital communications, you can automate your direct mail to make the process more efficient.

What is Marketing Automation?

The basic idea of marketing automation is to use software to replace repetitive manual processes with automated actions. You can find, target, and contact prospects effectively and efficiently. The automation software makes it easy to segment your contact lists and target specific audiences with tailored messages, leading to increased sales for your business. Automation delivers you more qualified leads and makes your marketing more efficient, so that you can focus on high-gain sales activities for your company.

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Business image created by Dashu83 – Freepik.com

Automation often relies on a trigger system, where a prospect completes a certain action, such as opting in to an email list, that triggers your software to send an email to them. Automation is regularly used for digital marketing processes, and the benefit of digital automation is that you can reach prospects instantaneously, increasing the chances of a sale. However, direct mail can be automated too, and it gives recipients something more: a physical and personal experience that stands out from a cluttered email inbox.

Some examples of direct mail automation campaigns include:

  • Seasonal promotions
  • Exclusive offers based on past purchase history
  • Mailings to celebrate birthdays, anniversaries, or to thank
  • Promotional packages, featuring branded products

Case Study: A Real-Life Campaign

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An essential factor of any automated campaign is to know your audience. Automation software makes it easy to segment your contact lists to find the best audience for your campaign. You can define your best customers and the key demographic and psychographic factors they have in common.

If you’re working in a B2B context, you may find that a certain industry uses your services more frequently than others. If this is so, it makes sense that you’ll want to engage with similar businesses to find more customers that are like your best customers.

A recent mailing campaign we did followed this model. We identified an industry we frequently worked with, and set out to create a campaign to attract more leads from this group. Having worked with this demographic before, we were able to anticipate common pain points, needs, and desires they face, and create content with those factors in mind.

Before contacting anyone, we put together a compelling direct mail marketing package that was personalized to the recipient, showing our knowledge of their industry and reaching them on a personal level—we know your problems and desires, and we can help you to solve and achieve them.

The packets included a letter personalized with the name, address, and institution of the recipient, a functional portfolio folder featuring content customized for the recipient’s business, and a description of our services specific to that audience, all packaged in a custom envelope.

While we were able to create a personal touch with our content, automation allowed us to find and connect with these prospects in a timely, scheduled manner. We purchased data lists that we then compared to our current customer list to exclude our customers from receiving a prospecting packet. Once we identified a qualified list of recipients, we automated the mailing by consistently sending out 10 packets per week and following up with a structured phone and email schedule.

We created a personalized and industry-specific mailing and used automation to identify, mail to, and follow up with qualified recipients. We were able to generate business by creating an impression with our direct mail package, so that it stood out amongst the myriad marketing messages these businesses received on a daily basis.

At Paw Print & Mail, we specialize in direct mail marketing. Let us help you design, print, and automate your next direct mail campaign, so you can generate qualified leads for your business.

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6 Strategies for Engaging Millennial Donors

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People image created by Freepik.

What does the term “millennial” mean to you?

For many fundraisers, it means a struggle to find ways to connect with a diverse generation that has different expectations than those established by their parents and grandparents.

But millennials don’t have to mean a struggle, and they can mean the future of your organization. Millennials currently make up 25% of the U.S. population, and will compose half of the American workforce by 2020. It’s essential that you’re able to reach this generation with your fundraising efforts, as it represents a significant number of potential donors that may be interested in giving now, and for many years to come.

More so than previous generations, millennials are very receptive to cause marketing and fundraising. Nearly half of millennials are more willing to purchase from a company if that company supports a cause, and 37% will pay more for a product or service if it will help a cause they believe in.

Millennials’ desire to do good makes them qualified potential donors for your organization. But to reach them effectively, you may have to adopt some new practices.

1) Be Digitally Invested: Millennials grew up using computers, and they’re quick to adopt new forms of technology. If you want to make millennials aware of your nonprofit, you have to be tech savvy, too. You can:

  • Be active on social media by sharing, posting, commenting, and responding to any actions on your page.
  • Ensure your website is updated regularly, easy to navigate, and optimized for mobile devices.
  • Set up search engine optimization (SEO) for your nonprofit’s website.
  • Try using or creating a mobile app so that it’s easy for potential donors to give at any time (millennials tend to be impulse donors).
  • Develop consistency across marketing channels so that potential donors will have a seamless experience.

2) Millennials Like Direct Mail: Though millennials are digitally focused, they place value and trust in direct mail. 84% of millennials regularly read through their mail, and 64% would rather find useful information in the mail than from an email. Part of the reason for this is that direct mail can be extremely personalized for the recipient. Personal touches give your nonprofit a human, friendly side that millennials will connect with.

3) Be Approachable: Present your organization as approachable and encourage potential donors to engage in frequent conversations with you, whether on a blog page, social media site, in an email, or in person.

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By connecting with millennial donors now, you are beginning a long-term relationship with them, that will hopefully transition to a regular gift. Many younger people may not be in a position to make a financial gift, but are still passionate about helping. Encouraging them to volunteer with you keeps them involved while creating a deeper bond between them and your organization.

4) Think Global, Act Local: Millennials have a global consciousness, and they want to feel they’re contributing to a larger cause. If you can, connect your mission to a larger issue, and show how an action in your community can relate and support a global need.

5) Enhance Trust: 42% of Americans believe brands are less trustworthy than they were 20 years ago. A good practice for reaching donors of any generation is to be transparent. Millennials want clear and specific information on the impact their individual contribution will have.

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Business card image created by Katemangostar – Freepik.com

Building trust also means staying in touch with donors on a regular basis. Since millennials value the relationships they build with organizations, it’s essential for you to communicate with them for more than just an ask, reiterating the good you’re doing with regular updates on the impact you’re having.

6) Step Up Storytelling: Millennials tend to feel connected to causes rather than individual organizations. But you can use stories to show the impact, importance, and personal side of your nonprofit, helping millennials to build a stronger connection to you. It gives your organization a human side, and potential donors can see and hear from specific individuals they’ll be helping. Use a lot of images and videos in your fundraising materials to help your stories make an impact.

At Paw Print & Mail, we specialize in nonprofit fundraising appeal production. Contact Paw Print today to enhance your nonprofit’s fundraising approach.

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The Essentials of Email Marketing Automation

Email_Automation_Paw_Print_And_Mail205 billion. That’s the number of emails sent every day around the world.

Some days it seems like I receive a billion or so myself. If you’re actively using email for work and to receive information from companies that interest you, your inbox is probably pretty full, too.

Two of the largest complaints consumers have about email are that they receive too many emails (44%) and the emails aren’t relevant to them (37%). Even when an email has relevance for a consumer, it’s easy for it to get lost in a crowded inbox.

To market your business effectively, your emails have to offer timely information that resonates with the recipient, and must be compelling enough to be opened over the dozens of other emails in an inbox. So, how can you make email marketing work for you, connecting with clients on a more personal level?

There’s a lot of talk about marketing automation these days, and for good reason…because it works. At its most basic, email marketing automation allows you to create and schedule emails to be sent out when they are relevant, saving you time, making your communication strategy more efficient, and generating more leads or sales for your business.

How Does Automation Work?

Effective automation requires tracking and analyzing data so that your communications reach customers at the right time with the right message. Marketing automation can track prospective customers from their initial visit to your website all the way to post-purchase and beyond. When you track the behavior of leads and customers, it makes it easier to see which of your marketing strategies is most effective, what the typical path from search to sale looks like, and what triggers customers to convert.

You can set up your automation to contact potential customers throughout the sales process. For example, if they’ve spent time searching for a product or service but haven’t yet purchased, automation software could trigger an email that will remind them of their interest and highlight the benefits of what you’re offering. Once they’ve made a purchase, you could send information about how to make the best use of the product. Down the road, your automation could suggest similar products that may interest your customer or upgrades to their current memberships or subscriptions. One name for this kind of triggered marketing campaign is a drip campaign.  Personalized emails generate 6 times more revenue than non-personalized emails, and this can have real benefits for your business.

The core of the effectiveness lies in the trigger. You can craft emails that are specific to what the lead is doing and what you hope them to do in the future. It’s kind of like a “choose your own adventure” book: each action a lead takes brings them further down their own path, and that path may be slightly different than everyone else’s.

In addition to sending emails on a trigger system, you can segment your email lists based on demographic factors like location, age, or sales history. This will help to increase sales and generate leads, as your audience will be receiving more relevant content. You can also use automation to ask your contact list what their content preferences are, to further target them with the right content.

A key point to remember is that automation is aimed at engagement. With automation, you are contacting prospects and customers when it is most relevant to them, with the goal of them completing an action so they will further engage with your company.

Types of Automated Emails

If you want to send automated emails but aren’t sure where to begin, here are some examples:

Welcome: A welcome email is one of the most basic forms of email automation. You may even have come to expect such an email once you’ve signed up for an e-newsletter or opened an account. It’s a great first touch, and you can use it to express gratitude or include a special offer. Craft the email to encourage the recipient to take some further, immediate action, with a “Shop Now” button, or a link to a compelling piece of content on your site.

Enhance the Purchase: While a simple “thanks for your purchase” on its own doesn’t hold much engagement value, you can make this type of email into something more. A key purpose of content marketing is to offer customers information and value. In a thank you email, you can include links to tutorials, guides, blog posts etc., which will help customers to get the most out of their purchase, drive traffic to your site, and position you as an authority in your field.

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Business vector created by Freepik

Feedback: Another effective way to step up a thank you email is to ask customers for feedback. Encourage recipients to answer one simple question about purchase experience, satisfaction, or what they hope to get from the purchase. An email like this will get recipients to engage and provide you with valuable info.

Complete a Sale: The internet is a prolific resource for shopping, but there is also a lot to distract us. I can think of many times I’ve shopped around or filled a web cart, but not completed a purchase. You probably have, too. Whatever your business, there will be visitors who come to your website and consider a purchase, but don’t follow through. These are very qualified leads, who may need just a little push to commit to a sale. Automation software can easily track these visitors and abandoned carts, and send emails to the individuals to bring them back to your site and continue on.

Renewals & Expirations: Retaining current customers is much easier than searching for new ones, and automation will make this process easier. Automation software can keep track of when renewal payments are required or subscriptions are due to expire, and send your customers an automatic reminder.

Birthdays: People love special attention on their birthdays, and you can use this occasion to offer something extra to your customers. The software will track birthdays and send communications accordingly, giving a fun and personal touch to your emails.

Appointment reminders: If your business schedules recurring appointments on a regular basis, email automation can help you to remind customers when they are due for their next appointment. You won’t have to call each patient or customer individually, and you’ll be encouraging your current customer base to return to your business.

Events: Automation works great for event reminders. Once someone signs up to attend an event you’re hosting, you can periodically send them emails with date reminders, additional info they’ll want to know, and other events they may be interested in based on the one they’ve registered for.

Tips for Email Marketing Automation

Write Enticing Subject Lines: It’s as simple as this: if you don’t have a compelling subject line, your email will not be opened. Take the time to hit just the right note.

Have a Clear Call to Action: Automated emails are specific to the customer, and you need to be specific in what you’re asking them to do. Have one clear goal for each automated email, and make sure it is obvious what response you are looking for from the recipient.

Write Compelling & Concise Copy: Connect with your readers using persuasive and engaging copy, and keep it short. Most readers will scan for relevant info, so make use of bullets and bold text to get your message across.

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Infographic vector created by Photoroyalty – Freepik.com

Measure, Measure, Measure: Like any marketing strategy, automation can and should be tested. You can split test your email message content to see what is more effective. And it’s essential to analyze your data (like open and response rates). Though marketing automation is meant to operate on its own, it will still require adjustments on your end to ensure your content is performing the way you want it to and is aligned with the marketing goals you have for your business.

Let Subscribers Manage Preferences: The worst thing you can do is offend or annoy your audience. Give them the opportunity to tell you what they want to see from you and how often they want to see it. Having them engage less is better than an unsubscribe. But this being said, make sure every email includes a visible opt-out link.

Start Simple: As you can see, there are many different ways to implement marketing automation, and a lot of opportunities you can make use of. But if you’re just starting out, don’t try to do it all at once; rather, focus on only one or two automation campaigns in a comprehensive fashion.

Don’t Forget Your Purpose: Always remember you are looking to engage and nurture relationships, and ensure your emails are consistently doing so.

According to The Direct Marketing Association, segmented and targeted emails generate 58% of all revenue, which is huge! While this is a great reason to use marketing automation, we recognize that it can be hard to get things started. Paw Print & Mail is fully equipped to help you develop an automated and multi-channel marketing strategy. Contact us to get started on your marketing campaign.

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What Your Nonprofit Needs to Know About Blogging

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Business image created by Katemangostar – Freepik.com

If you’re regularly on the internet, you’re probably encountering blogs on a daily basis. Blogs are everywhere—some people even blog for a living. As content development has become ever more prevalent in marketing and fundraising strategy, it’s important that both for profit and not for profit organizations can give their audience value and information, and blogs are a popular way to do that.

Blogging is an effective way to stay in touch with your donor base in a format that is informative and engaging. Whether you have an established blog for your nonprofit or you’ve never written a blog post in your life, these ideas can help you create a top-notch nonprofit blog page so your organization will stand out from the crowd.

1) To Blog or Not to Blog?

It’s important to consider a few things before you get down to blogging:

  • What host will you use? WordPress is a popular website tool, but there are other options.
  • Do you have a goal or goals for your blog? Have key members of your organization sit together and come up with some concrete guidelines for what you hope to get out of blogging. Maybe you’re trying to attract volunteers, and over time, you can measure whether your blog is successful at that based on the numbers of new volunteers you’re seeing.
  • Who will be in charge of posting? Maybe one person is always in charge of blogging, or duties are shared throughout your nonprofit. Whatever you decide, ensure everyone knows their role and the publishing timeline.
  • Does your organization have the time and resources for a blog? You can read more about this below, but if you know upfront that regular blogging is not a feasible possibility for your nonprofit, it’s best to focus on other projects. Having no blog is better than having a lackluster one.
  • Who is your audience, and what questions will they have? Different causes appeal to different groups of people. You know your donors, and you’ll want to consider what language/tone you should use to speak to them in your blog, as well as what they want to know about your organization.
  • How will you promote your blog? You can share your blog on social media, include a link to it in an email newsletter, feature it on your website’s homepage…think about what channels you have a following on, and use them to your advantage.

 2) Consistency is Key in Blogging

Blogging requires frequent updates of fresh content to keep followers engaged. If you’re going to start blogging for your nonprofit, make sure you have the time to regularly devote to it.

Part of being consistent is publishing content on a regular schedule. It could be once a week, twice a week, a few times per month—whatever timeline you feel you can keep up with. When you update on a regular basis, say, every Wednesday, your audience will come to expect your posts on Wednesdays and will be more likely to come back to your site looking for them. A blog that is only sporadically updated is not going to receive that kind of attention, as readers aren’t viewing it as a reliable, regular source of content.

You’ll also want to be consistent in the feel of your blog. This is a little more elusive, but essentially you want your readers to come to see your blog as a friendly and trusted resource. Keep your tone of voice and the look of your blog similar from post to post. For instance, if many of your posts start with an image, make sure to include an image at the beginning of every post.

3) Blogs Give Your Nonprofit Authority and Build Trust

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Business card image create by Katemangostar- freepik.com

There are a lot of nonprofits out there—1.5 million in the U.S., in fact. And it’s likely there are other organizations with goals and missions that are similar to yours. Blogging is a way that you can showcase your unique story, while also establishing your knowledge of your field.

You can use a blog to inform your audience on topics centered around your nonprofit’s mission. By showing you have an extensive knowledge of the issue and topics surrounding it, you present yourself to donors as an authority in your field. This helps to give your organization credibility, and donors will feel that you have the experience to put funds to best use and truly solve problems.

By showing your knowledge, along with proof of the work you are doing, you build trust with your audience as well. It’s important to think of your donors as friends, individuals you’re building a long and sociable relationship with. Typically, we trust our friends, and blogging is a way to deepen that trusting relationship by showing that you’re listening to what your donors have to say and are actively working to achieve goals they’re looking to you to solve.

Consistency helps build trust as well. If you are consistent in your efforts and consistent in your blogging, your audience will rely on you to provide them with regular information that they want to know about your organization and its work.

4) Engage your Audience with Blogging

Enhancing donor loyalty requires you to think of your donors as friends and develop relationships with them. One of the best ways to do that is to create opportunities for donors to engage with you and share their thoughts.

Blogging is an effective way to enhance your engagement with a wide audience. People can comment on your blog, contact you based on a post they found interesting, attend an event or volunteer after reading a post, sign up for your email list, and share your content on social media. Sharing is huge for blogs, as it allows people to see your blog and learn about your organization who might not come across you otherwise.

Engagement is truly one of the main goals of blogging, and while everything you post isn’t going to lead directly to donations, giving people exposure to your organization and getting people talking about it is going to have an impact.

5) Blogs Tell Your Story

Stories are a compelling way to give your nonprofit personality and heart. While you may have stories that you regularly use in fundraising and marketing materials, there are all kinds of stories you can tell about your employees, volunteers, and beneficiaries of your nonprofit that make for great blog posts.

Event coverage is an effective blog topic, as you can show who is involved, how you’re working to make an impact, and what you achieved. Your events may not get a lot of coverage from external media groups, so covering them yourself ensures people will see the good work you’re doing.

Talking about the stories and goings-on at your nonprofit shows your audience that you are actively working to achieve your mission and that your efforts are effective at doing so. Being able to communicate that you are active and making a difference is important to donors, because they can be sure their donations will be making an impact for good.

6) Blogs Convey Your Purpose

Your nonprofit is up against a lot of competition. Your blog is a place for you to separate yourself from the pack and convey not just the story of your organization, but also its purpose. Why does your specific nonprofit need to exist? How is it going to provide something different than organizations with similar goals? What is your blog’s purpose, and how will it work to contribute to your mission and the betterment of your community?

7) What Types of Content?

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While you want consistency in the look and feel of your blog, you’ll need a variety of content to keep your blog interesting. Sometimes you may want to share an interesting article you find, or you’ll be writing your own. Some posts will be more text-heavy, but visuals are helpful for readers to visualize what you’re writing about. Take lots of pictures and videos of different events and happenings you’re involved in so that you’ll have a lot of content to draw from.

You may also want to feature a guest blogger occasionally. Maybe a board member or a volunteer wants to write about their experience with your organization and why they’re so passionate about helping you to achieve your mission. Or an expert in the field related to your nonprofit could contribute a post to help further educate donors about the issues you’re working to solve.

Another great post idea is to address frequently asked questions about your organization. If it’s content that people are regularly looking for, a blog post can pull double duty by contributing to your regular posting schedule and providing content that can regularly be referred to, and will appear in search results.

And as we know a thank you is always welcome, your blog is another way to show gratitude and appreciation for your donors. Make a fun video with volunteers, employees, and beneficiaries saying thank you, and weave a tone of thankfulness throughout all your communications.

Paw Print & Mail specializes in nonprofit appeal production services and copywriting and content marketing, including ghost blogging services. If you need assistance with your nonprofit appeal strategy, contact Paw Print today.

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5 Ways Marketing Automation Delivers Qualified Leads

Generate Qualified Leads with Marketing Automation

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What are your biggest challenges when it comes to marketing your business? According to HubSpot’s 2017 State of Inbound Report, 63% of marketers say their top marketing challenge is generating traffic and leads. Even if your company is doing a robust business now, it’s important to think ahead and always have strategies in mind for how you will generate future leads and sales.

But not all leads or lead generation strategies are created equal. It may seem like the best way to increase business for your company is to send your message through the most channels, so it will be seen by the largest number of people possible. However, this method will spread your efforts too thin, and will likely end up costing you money rather than increasing sales.

The secret is to direct your digital and direct mail marketing so that you are specifically targeting fewer, more qualified leads. When you are able to more personally connect with potential customers that you know are or have been interested in your services (based on things like past purchase history, or tracking visitor activity on your website), you enhance the effectiveness of your communications.

Targeting qualified leads in a personal and timely manner is essential, but it can be hard to keep up a consistent strategy when you’re working on a case-by-case basis. Marketing automation allows you to generate qualified leads in an efficient and effective manner.

What is Marketing Automation?

At its most basic, marketing automation is the use of a software platform that replaces repetitive manual processes with automated solutions. It can be used across channels, including direct mail, email, and social media, to help to provide information to and maintain contact with leads and customers for a variety of marketing purposes.

When someone completes a certain action, such as opting in to an email list or searching your website, they will trigger the automation system, which will automatically send a message to them. Think of the last email newsletter you signed up for, or the last web purchase you made. You probably got a welcome or thank you email pretty fast, right? That was thanks to marketing automation. You can learn more about the specifics of marketing automation in this post.

Since you aren’t personally sending out these kinds of communications yourself, you create greater efficiency in your communications and have more time to focus on high-gain activities. Another major benefit is that you will be generating qualified leads to enhance your sales process.

Why Use Marketing Automation for Lead Generation?

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Say you’re in the apparel business, selling inexpensive, fun clothing designed for teenage girls and young women. You likely have a list of current and past customers, and maybe an email list. You want to send out a mailing advertising a sale and providing an exclusive coupon or sales offer to get customers in the door.

If your goal is to increase brand awareness and find new leads, you need to expand your mailing list. But how will you decide who to mail to? If you have the ability to mail to every household within a 5-mile radius of your store, it’s easier to do that than to manually sort through a gigantic mailing list looking for leads.

But it doesn’t make sense to send a campaign targeted at young women to every person in town, as it isn’t relevant to many people and will be disregarded. Marketing automation software will solve this problem for you. It makes it easier to sort through a mailing list, to, say, only send your mailing to female recipients, and to provide you with information so you can further pare it down by age. And if you’re selling products for multiple demographics, it’s easy to segment mailing lists, providing two selective, targeted campaigns rather than one large generic one.

And what’s the purpose of targeting a more specific audience? Qualified leads increase sales.

Benefits of Marketing Automation for Qualified Lead Generation
1) Automate Your Marketing on Schedule

Time is truly of the essence in marketing. When a lead is looking for information or considering making a purchase, you must connect with them in a timely manner to retain their interest. You need to be able to contact your leads with information when it is most relevant to them, and this is hard to do if you are personally sending out every communication.

With automation, you can schedule out communications so that when a lead completes a specific action, such as signing up to your email list or creating an account, they will automatically be sent an email. Even with a scheduled system, you can make your communications personal, so that leads won’t feel they are being contacted by a robot.

2) Know Your Prospects

Before you begin any kind of marketing campaign, you need to know your prospects. It’s helpful for you to dig deep and understand the demographics, needs, and wants of your prospective customers so that you can make your marketing message most effective at connecting and driving action.

However, this is just a first step. Once you know your message, you need specific individuals to communicate with.  Marketing automation brings it all together by helping you to identify these individuals. The software provides you with comprehensive information about prospects, like location, purchase history, and when they last purchased from you, that will make targeting much easier.

3) Segment Communications for Relevance

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Because automation can give you such in-depth information about leads, you can specifically identify where leads are in the sales process. Your leads will be at all different stages, so sending them all the same message doesn’t make sense.

When you send more personalized and relevant information, you increase the chance that your lead will respond. Automation software makes it easy to segment communications so that smaller groups of leads are receiving content tailored to them. You can easily craft a more compelling and specific message or call to action for each of the segmented groups you’re reaching out to.

More comprehensive automation software helps you generate leads through website visitors, traffic from pay-per-click advertising, email responses, and any other inbound marketing that you’re using. This will help increase your number of qualified leads while providing you with specific information, such as what pages they visited, to help personalize your messages to them. You’ll always be finding new leads who were interested specifically in a product or service provided by your company.

4) Deepen Relationships with Leads and Customers

When you have business coming in, you need to focus on fulfilling those commitments and working with those specific customers. But once a sale has been fulfilled for a customer, they don’t disappear from the sales cycle, and they shouldn’t vanish from your radar. Your best customers are going to be those that frequent your business, so you need to nurture your customer base just as you would any other group of leads.

Marketing automation takes some of the stress out of this process by identifying when past leads and customers should be contacted again, and offering them content to enhance their experience with you. For instance, once a lead has made a purchase, automation can be used to send them information on how to get the most from the product they purchased, and, down the road, to reach out with similar products they may be interested in. This helps to deepen the customer’s relationship with you, especially as personalization is the preferred way for leads to receive communications from brands.

5) Save Money While Targeting Better Leads

Automation processes make sales more efficient. Rather than spending money across channels on a wide reaching but low target message, you’re spending less and sending out fewer communications. Because these marketing messages are highly targeted and sent to a specific audience, you are reaching out to leads that are better qualified to make a purchase, and are sure to see results.

At Paw Print & Mail, our marketing automation services are capable of effectively using cross-channel touches, like email and direct mail, together in harmony to put your message in front of your customers and prospects in an orchestrated fashion. To learn more about the specifics of marketing automation and how it can generate leads for your company or organization, contact Paw Print today.

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7 Reasons You Should Be Mailing Postcards

Direct Mail Works for You

Postcards_Paw_Print_And_MailDo you receive a lot of emails? Too many? I know I do. The average American receives 88 emails per day, with office workers seeing over 120. Even if an email is full of worthy content, it can be hard for it to stand out from the rest.

What about direct mail? Some days, my household doesn’t receive any. So, when I do find something in my mailbox, I tend to remember it, and I certainly notice it.

In our increasingly digital world, direct mail is often seen as an outdated and ineffective marketing strategy. But there are many statistics in its favor:

  • About 80% of direct mail is opened
  • 70% of Americans believe mail is more personal than digital communications
  • 56% of consumers have tried a new business, and 70% have renewed relationships with businesses, after receiving direct mail from them

And that just begins to scratch the surface of the powerhouse that direct mail can be for your business. It’s even more effective when used as part of a multi-channel marketing strategy. Direct mail is also a versatile medium, allowing you to be extremely personal with your audience and adding interest with a range of colors, textures, and shapes.

One of the most popular direct mail formats is the postcard. 56% of postcards are read by direct mail recipients, the most read of any direct mail piece. If you haven’t included postcards in your marketing strategy, here are 7 reasons you should consider doing so.

1. Strong Visual Potential

Postcards are attention-grabbers, standing out among the typically white envelopes that fill our mailboxes. A challenge of direct mail is enticing recipients to open an envelope, but with postcards, everything is immediately visible. Your message is right in front of the reader, increasing the chance that your audience will read your content and follow through on a call to action (CTA). It’s an opportunity for you to get creative, with exciting visuals, colors, and shapes.

2. Concise Content for Consumers

There are many media and marketing messages competing for our attentions on a daily basis. Consumers are short on time, and must be selective in the content they read and watch. Postcards don’t offer a lot of room to get technical, so they require you to be concise with your message. Short, compelling copy combined with attractive visuals effectively gets a message across to your reader, striking their interest and leaving them wanting more.

3. Postcards Save Time and Money

Direct mail is a versatile medium, and each type of mailing has its purpose. More costly mailings can be very effective, but postcards are an affordable option that allows you to cut down on costs while still delivering a compelling marketing message. Postcards are also faster to produce than other mailings. They require no folding or envelope stuffing, and you can eliminate the need for labels by printing the address right on the card.

4. Craft Targeted Campaigns

Other traditional forms of advertising, like television or print ads, allow you to reach a wide ranging but not highly targeted audience. With direct mail, you know exactly who will receive your message, and you can craft that message accordingly. Since postcards are relatively easy and inexpensive to produce, you can create different versions to send to segmented audiences based on demographics like location or past purchase history. Messages that are more targeted toward the recipient are more likely to be acted upon.

5. Pursue More Leads

Additionally, postcards are a better direct mail format for pursuing leads. Current customers are likely to be more receptive to receiving in-depth communications from you. But if a recipient doesn’t currently have a relationship with your company, you have to work harder to pique their interest. Since postcards are inexpensive and visually engaging, they can be used to introduce a prospective customer to your company in a visually compelling way, and encourage them to connect with you.

6. Measure Mail Effectiveness

Direct mail campaigns are more meaningful when you measure how effective they are at compelling your audience to act. A postcard with a concise CTA is easier to measure, especially when your CTA includes a coupon or special offer. As recipients use the coupon or take you up on your offer, you’re able to see whether your mailing had the result you were hoping for, or whether it fell flat. You can easily adjust your postcards to do an A/B test, sending multiple versions at one time to find the offer that most effectively converts your customers.

7. Encourage A Conversation

Postcards are a great format for promoting events, as you want lots of visuals and color to encourage people to attend. And, though postcards can be personalized, the format encourages them to be shared in a way that a letter wouldn’t be. A postcard may be viewed by multiple members in one household, increasing the reach of your message and generating a conversation.

At Paw Print & Mail, we’re specialists in direct mail marketing strategies and fulfillment. Contact us today to enhance your direct mail marketing strategy.

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Step Up Your Website’s SEO

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I don’t know about you, but when I think about buying something, I like to do my research. It’s important to me to know a bit about the company I’m doing business with, and to see if their product or service is truly the best option. And with a world of information available just a click away on the internet, it’s easier than ever to find the information I’m looking for.

According to HubSpot, 81% of consumers do online research before making a purchase, especially for larger investments. And, 64% of web traffic comes from organic searches, rather than ad clicks. It’s critical that consumers are able to find your website during a web search, and you can drive more traffic to your site using search engine optimization (SEO).

What is SEO?

SEO involves strategies to ensure your website will be visible in search engine results. It’s usually possible to find the information you’re looking for in the first page or two of search results, and consumers aren’t going to go through multiple pages of results if they don’t have to. Sites that appear higher up in a search are going to have the most visitors. How do companies get their sites to appear first? They’ve implemented SEO.

You can also increase SEO value with paid advertisements and by sharing content on social media, but today we’re going to talk about how you can make changes on your website to achieve a higher SEO ranking, to start generating more traffic and more leads organically and without the expense of a paid search.

1) Track Web Visitors

To get the most value out of optimizing your site, you’ll want to keep track of the numbers. You can use software like Google Analytics to determine how many web users visit your website, how long they stay on the site, as well as what pages they visit the most. If you know before making any adjustments to your SEO what kind of traffic your page sees, it is easier to measure the effectiveness of your efforts, and test different words and phrases to get better results.

2) Use Title Tags

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The title tag appears in two places. In a search result, it’s the headline text that you see and can click on. Once you click on the link, the title tag also appears in the tab at the top of the web browser.

A title tag should be a concise and accurate description of what the webpage is about. For instance, our website’s homepage title tag is “Printing & Mailing Services, South Burlington, Vermont | Paw Print & Mail.” The title tag picks up on key words that a prospect is likely to put into the web search bar.  If someone were to search “printing services Burlington Vermont” the search platform would pick out those words from our title tag, and our website would appear higher in the search results.

When creating a title tag, you’ll want to keep it under 60 characters so that it is easy and quick to read. Also make it readable, as if you’re speaking or asking a question to a person—a list of keywords won’t do. Instead of “SEO title tag keywords web search,” or something along those lines, try “How to Optimize SEO with a Title Tag – ABC Company.” While web users may be looking for information related to the terms in the first example, it isn’t user friendly and doesn’t tell you what the webpage is actually about or who created it.

Another important tip is to give each of the pages on your website a unique title tag. This increases the phrases and keywords associated with your site and the chance that your site will appear in a search results.

3) Write Meta Descriptions

This is the text that appears below a title tag in a web search. It’s usually a sentence or two that gives users an idea of what they’ll find on your site, so keywords are important here too.

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While not as closely tied to a search result ranking as a title tag, the meta description allows a web user to determine if your site is relevant to what they’re searching for. It can be the factor that leads someone to click on your site, or not. Using action oriented words and phrases in the meta description will help compel a web user to go to your site and take action.

Meta descriptions are strongest when under 160 characters, and like the title tag, should be different for each page on your site. A generic meta description for every page on your site decreases the relevance for web searchers, as it is not descriptive enough.

4) Add Internal Links

Internal linking means including links on each of your pages to other pages on your website. You can include them in the main navigation bar and throughout the copy. Your home page has the most SEO value of any page on your site, so when your content can be easily reached through links on the homepage, it has greater value in a search result.Search_Engine_Spider_Paw_print_and_mail

Think of it like a spider crawling through your site. A web search sends out spiders to every search result. The spiders are happy when they can easily crawl to the bulk of your site’s content just by accessing the home page—like a well-designed web! The happier the spider, the more search value your site will have.

Make it easy to navigate your site, too. Clear headers in your navigation bar and a consistent layout on each page will allow visitors to quickly find the information they’re looking for. When your website is easy to navigate, spiders will like it, and so will your prospective customers.

5) External Links

These are links that go to any site or domain other than your own. Search engines place greater value on links that lead to separate sites than internal links to your own site. External links add to the authority of your site, especially when you link to a reputable source, and add to the relevancy of your content in the search engine’s eyes.

Linking to another site can also help you to develop a relationship with that site. By sharing their content, you make them aware of your webpage, and hopefully they will see you as a source to link to for the future.

External links are enhanced when you focus on the words you are using to hyperlink, the anchor text. Rather than hyperlinking the words “click here,” make your anchor text descriptive. If you’re linking to a source about increasing SEO value, your anchor text could be “top ways you can increase SEO value.” These are the kinds of keywords people will use to search for information about the topic, and it helps give a sense what the link is about.

6) Generate Fresh Content

The marketing climate today demands that companies be producing fresh content on a regular basis. In addition to supplementing your overall marketing strategy, new content can help to increase traffic to your webpage. One of the best ways to do this is by regularly publishing a blog. Writing about topics that your audience is interested in and searching for will allow you to appear in a wider range of search results, giving web users greater exposure to your brand. Blogging also builds your authority as an expert in your field or industry.

7) Include Image Descriptions

Images are a key part of a website’s content, but a web search looks for text only. “Alt” tags are a way to add SEO value to the images on your site. Including a tag for each image can help increase the search ranking of your site, especially when you write it with SEO in mind. The alt tag should be specific and include key words but, like the title tag, should be a readable/conversational phrase.

8) Test Your Loading Time

While not directly related to search results, the time it takes for your website to load can also be a factor in the level of traffic you’re seeing. 40% of people will abandon a website that takes longer than 3 seconds to load, and the longer the site takes to load, the higher that percentage gets. Make sure that your prospects can not only find your site, but can get to it as well. Try some of these strategies to speed up loading times.

9) Create Search Friendly URLS

Create a standard system for naming your page URLS. Often when a page is generated, it will be a random mix of letters, numbers, and symbols that are not attractive to a search engine. If you sell apparel, for example, a friendly URL could be “www.apparelcompany.com/women/tshirts.” The search engine will put that site high in the search results when someone looks for women’s t-shirts.

Writing compelling web copy isn’t easy, and Paw Print & Mail is here to help! Contact us today and ask about our professional copywriting services.

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5 Steps to Writing Compelling Web Copy

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Infographic vector created by Freepik

When you write something good, you feel proud. You want to share it with the world, and you hope everyone will read it.

In a business environment, compelling copywriting is critical, as is a well-built website. When you combine the two, you create an effective lead generation tool that will increase your company’s sales.

But how much of your copy is actually being read? According to Hinge Marketing, visitors only read an average of 28% of the words on a webpage.

The good news is, this is an average, and won’t be true for every website. While some websites aren’t user-friendly, your site doesn’t have to be one of them. You can increase the percentage of words read on your site, generate more traffic, and drive more sales using these 5 tips.

1) Know your SEO

Driving traffic to your web page is the first step, and it’s an important one. In order for this to happen you’ll want to know a bit about search engine optimization (SEO).

SEO involves implementing strategies on your website so that it will appear higher up on a list of search results. It’s based on how search engines like Google use words on a webpage to locate the content you’re searching for.

Some places to implement SEO are:

  • Title Tag: Text that appears in the tab when a page is open in a web browser.
  • Meta Title: This is the clickable link that appears in a search result.
  • Meta Description: Text that appears under the meta title in a web search.
  • Page headlines
  • Keywords sprinkled throughout the page

Check out this site for some helpful tips to better understand SEO.

You can also use software like Google Analytics to track the number of visitors to your site, including what pages they are looking at, what links they are clicking on, and how long they are spending on your webpage. And you can test out different title tags, headlines, etc. to see if it affects the traffic being driven to your page.

2) Concise Content Converts

Next time you’re on a webpage, consider how you’re reading it. It’s highly likely that you’re skimming the content, looking for key words and important points.

The reality is, most web users skim. They are generally not going to read dense paragraphs of text, as it is time consuming and they are eager to get at the facts.

The layout of your page is key for ensuring the content is read. Too many words and not enough spacing will give you low read and response rates.

Strong copy relies on brevity. Make your web copy concise, removing unnecessary words and breaking it up into short paragraphs. Start with a solid lead, the most compelling and interesting sentence, so that readers will want to continue down the rest of the page.

You should use headings and bullet points to make it easy for visitors to find the information they’re looking for as they’re skimming. And present key terms you know your audience is looking for in bold so they will stand out.

Also include links to other pages on your site that offer in-depth information. While you help grab a visitor’s attention with short copy, they will eventually want more information about a product or service you’re offering, and links will bring them directly to what they want to know. External links are also helpful, as they can bring credibility to your claims.

3) Speak to the “Experience”

Copywriting is all about selling an experience, and that’s critical to your web copy, too. You may be tempted to write copy that focuses on the intricacies of your company and its products/services, because it’s what you’re dealing with every day. However, your website should have an outward focus rather than an inward focus.

Why? Web users take between 10 and 20 seconds to decide whether or not to stay on a webpage, which means you have to communicate value to them fast. Your prospect is searching for an answer to the question, “how will this site help me?” If they’re not finding answers right away, they’re going to look to another website, and another company, to solve their problem.

Make your copy about the prospect and the experience they are going to get from your product or service. Simply listing the features offered is not going to keep the reader’s attention in the same way as showing the value the product offers, how it will give the prospect what they want.

This is a great place to include a link to a separate page with more details about the features and benefits of the product. Once you’ve emotionally hooked the reader with your initial copy, they’ll be looking for more information to rationalize why your product is a good buy.

4) Know Your Audience

Any copy you write needs to be understood by your audience. Your website is no exception. When you know your prospects and can visualize who will be visiting your website, you can write web content with that demographic in mind. What words are they using? What ideas/concepts are important to them? And why are they searching for your product or service?

Most businesses use internal, industry-specific language to refer to their products and processes on a regular basis. It may be easy for you to talk and write about your company this way, but technical terms mean little to your audience. Think about the search terms your prospects will use to find your page, and incorporate that kind of language into your copy, rather than writing jargon-filled sentences that are likely to confuse and lose visitors.

You also connect with your audience better when you write like you talk. While keywords are an essential piece of driving traffic to your site, overusing them or using them in a manner that reads awkwardly will make prospects stop reading.

5) Always Include a Call to Action

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Business vector created by Freepik

While some of your web pages, like blog posts or an About Us section, are meant to inform, your website’s main function is to generate leads and sales. Every page that includes a product or service you are selling should include a call to action (CTA). You don’t want your prospects to read your web page passively—you want copy that intrigues them and language that compels them to take action and make a purchase.

You should also make it easy for the prospect to take the desired action. Create a button in a contrasting color with text like “Order Now” or “Learn More.” You can make the CTA more compelling by adding value—try “Order Now to save 20%” or “Get Your Sample in 24 Hours.” A CTA becomes stronger when your webpage includes testimonials and reviews, guarantees, and/or generates a sense of urgency (buy now or miss out!)

Well-written copy is essential for your website, but it’s challenging to find the time to give writing the attention it deserves. Paw Print & Mail offers professional copywriting services, so contact us when you’re ready to give your writing a boost.

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10 Tips to Increase Donor Loyalty

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Money vector created by Freepik

Think how hard it would be if you had to find a new pool of donors every year just to keep your nonprofit going. Not only would it be exhausting—it might even be impossible.

Which is why it’s important that there are donors who choose to give on a regular basis. Statistics show that repeat donors give more to nonprofits, not just over time, but also per gift. Which makes sense—once a donor has become invested in a nonprofit, they are often willing to give more to increase the organization’s impact.

Repeat donors represent a significant chunk of fundraising dollars, and are a key piece of achieving year-end fundraising goals. But donor retention is following a troubling trend.

According to a 2016 report from the Fundraising Effectiveness Project, while nonprofits are seeing an increase in the number of new donors, the overall donor retention rate in the U.S. has been below 50% since 2008—and it’s declining.

With 1.5 million nonprofit organizations in the U.S., and over 4,000 just in the state of Vermont, there’s more pressure than ever for your nonprofit to retain donors and raise the necessary amount of fundraising dollars. One of the best ways you can ensure your organization will meet its fundraising goals is by focusing your efforts on increasing donor loyalty. Here are 10 ways you can work to do just that.

1. Treat your Donor as A Friend

We’re talking about increasing your donor retention rates, but it’s not about a number—it’s about building meaningful relationships with your donors. A gift is a step in your relationship with the donor, not just a transaction that increases funds. This may seem obvious to you if you work for a nonprofit, but it’s important to always keep in mind as you look for ways to enhance your fundraising efforts and ensure donors remain involved with your organization. Make sure there are multiple ways your donors can engage and interact with you, through blogs, social media, email, and more.

2. Create Trust with Your Donors

One of the key components of developing deeper relationships is building trust. Creating trust in your relationships with your donors is essential to engendering loyalty. If you are consistently dependable when it comes to communicating with donors, thanking them, and making significant impacts with your fundraising dollars, donors will want to keep giving to your organization.

3. Keep in Touch

Donors typically need multiple “touches” from an organization before they commit to making a gift. According to Professor Adrian Sargeant, a fundraising professor and philanthropy expert in the UK, 53% of donors stop giving because of a lack of communication from the nonprofit. It’s important to communicate with donors regularly, with updates on how their dollars are being spent and what’s going on at your organization. Keep lines of communication open between you and the donor so that they truly come to feel they are a part of your organization.

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Background vector created by Dooder – Freepik.com

It’s essential to include touches that don’t ask for a gift of any kind, but are solely meant to inform the donor. Don’t structure your communications with donors based on giving, only to disappear from their lives once they’ve made a gift.

 

And, it’s just as important to give donors the option to request fewer communications from you. If they are hearing from you too often for their liking, they are less likely to give than if they have the choice to hear from you when they want to. Creating options for your donors helps your organization to build greater credibility.

4. Create Specific Fundraising Appeals

A major reason why donors don’t give is from a sense of futility. It may be hard to put their donation into context: how is my $30 really going to make a difference?

That’s why specific appeals are so important. You need to be clear about the direct impact that donor’s funds will have. For example, you can say “your $50 gift will feed [x amount] of children for one month.” This type of appeal is compelling, because the donor can see exactly how their individual contribution can have an impact on someone’s life.

5. Make an Emotional Connection with Stories

Using stories to create an emotional connection is a common marketing tool, and they can be used in fundraising to give credence to the successes and struggles of your organization. When you tell a story about a specific individual who needs or is receiving help through your organization, you are giving donors a face that they will want to help. Stories are often about helping a prospect see themselves in the tale, and even if your prospective donor has never been in the exact situation, you will tap into their compassionate side and give them a compelling reason to give.

For your story to have the strongest impact, keep your donors updated. If you can show how someone was directly impacted by your organization, it helps donors to see the good work you are doing and will make them want to keep giving.

6. Establish Opportunities for Repeat Giving

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Background vector created by Freepik

Instead of framing a donation as a one-time gift, use language that will compel your donors to turn their gift into a monthly or yearly contribution. Ensure there is a clear and easy process for making this happen.

7. Use the Language of your Donors

A key rule of copywriting is to write in the language of your prospect, and it’s true for donors too. You may use jargon or industry-specific terms when communicating with others in your organization, but technical or unusual terms have a greater chance of confusing your donors than convincing them to give.

If you speak and write in consistently clear language that the prospect will understand, they will see you as a resource for comprehending an issue and will feel a greater affinity for your organization as someone they can trust and relate to.

8. Reach Out to Lapsed Donors

Some of your donors may not have given in a while. But if they have in the past, you know that at one time they felt a deep enough connection to your nonprofit that they wanted to contribute. Lapsed donors are an important group you don’t want to overlook, and with the right communications from you, could return as regular donors.

9. Segment Your Donor Communications

Loyalty is built by adding personal touches. Your pool of donors is going to be at all different stages of the giving process, giving different amounts for different reasons. It’s easy to segment mailing lists and add personalization to your communications, and this should certainly be a part of your fundraising strategy. When you clearly speak to donors right where they are, they will like the added level of personality and feel they as an individual are important to the success of your nonprofit, rather than just a name on a list.

10. Always Say Thank You!

Thanking donors for their contributions is essential, so never neglect an opportunity to let your donors know how much their gift means to your organization. A simple thank you can turn a one-time donor into a champion for your cause.

Paw Print & Mail specializes in direct mail fundraising appeal campaigns. Contact us today to enhance your fundraising strategy.

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4 Essential Copy Tips for Connecting with Prospects

Lead_Generation_Paw_Print_and_MailLead generation is an important piece of marketing any business, and if you’re reading this blog, cultivating leads is probably a topic that’s on your mind.

Writing strong copy is essential for lead generation. The right copy with the right message behind it will give your marketing campaigns a significant edge over your competition.

When you’re selling a product, you may think that hyping up the product and describing all of its desirable features is the best way to market it. This information has a place, but when you adopt this approach, you may be surprised that sales aren’t coming in the way you thought they would.

Why might this be happening? The most important factor in copywriting is not you, your business, or your product—it’s the prospect. If you want your prospects to engage with you, you must have a deep understanding of who they are and what matters most to them, and make that information critical to your copywriting process.

Here are four key tips for ensuring your copy will make the right connection with prospects.

1. Get to Know Your Prospect

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Background vector created by Dooder – Freepik.com

One of the most important things to remember is that what is right for one prospect or product is not right for another. Your copy may be well-written and your message effective for a certain audience. But if it’s not the audience your product is meant for, your product is not going to sell.

That’s why it truly pays to take the time to identify and understand your prospect. Key demographics like age, gender, average income, and location are important, but for a truly effective sales message, these categories aren’t enough. You’ll also want to ask yourself, what are my prospect’s interests and worries? And go even deeper: what are their core beliefs and desires?

Develop a system or form that you can use to chart out information about your prospect, from the most basic to the most personal. When you get to the core of what really matters to your prospect, you can better target your message, and you will be making a deeper connection with your audience, leading to increased sales.

How do you find information about your prospect? While you may have a basic idea of who is purchasing from you, there are a few resources you can use to help get to the core of who your prospect is and what matters to them:

  • Read customer reviews, testimonials, and surveys
  • Get to know the product well and test it out yourself
  • Look at past promotions to see what was and was not effective
  • Talk to the individuals who developed the product—why did they create it?

Remember that each product you sell may have a different audience, or you may have multiple audience segments for just one of your products or services. Personalization techniques allow you to segment your audience, communicating a unique message to each group.

2. Create an Emotional Connection with Your Prospects

Think about a time when you went into a store to make a purchase. Maybe you encountered a pushy salesperson, who kept up a constant spiel of details about the product you were looking at, pressuring you to buy.

How did that make you feel? Did you just want to walk out of the store?

If you did, you’ve experienced a feeling many consumers have: prospects don’t like the idea of being sold.

So, how are you going to get any sales? You need to create an emotional connection with your prospects. While your product or service may have great features, the features alone are not going to be as compelling to a prospect.

Instead, consider the benefits. This is where knowing the struggles and desires of your prospects will be extremely helpful. If you can show how your product provides a benefit you know your audience is looking for, or how it will help them to achieve a goal or solve a problem, you will create a deeper connection with them.

Here’s an example. Say you’re writing copy about a new car model you are selling. Rather than structuring your message around the materials or technical features, you can focus on the notion of safety. Maybe your car is a sedan or SUV you plan to market to families, who are rightly concerned about getting everyone safely from one place to another. If you know your prospect, you’ll know that safety, comfort, and being good parents are important ideas for them, and you can market your product accordingly.

3. Story + Transition = Sales

One of the best ways to bring emotion to your marketing copy is by telling a story. Stories are an engaging way to show the benefits of your product or service.

An effective story could run like this: start in the middle of the story, describing an instance of a fear or desire you know your prospects have experienced to draw them in. Then, go on to show how your product will benefit the prospect by solving the fear or allowing them to achieve the desire.

You want the prospect to see themselves in the story. Use the story to bring to life the benefits your prospects want and demonstrate how purchasing your product will directly lead to those benefits.

Something to keep in mind when writing copy or a story is to market a transition. As a part of defining your prospect, you’ll want to think about where they are now as well as where they want to be.

We can use the example of the car to illustrate this. The prospect may be anxious about driving their current car because they feel it isn’t safe enough to protect their family in case of an accident. Where they want to be, and where your story can show them ending up, is in a place where they are able to relax and enjoy driving again because they know they’ve chosen the best car for their family to travel safely.

You want your copy to illustrate this transition is possible and will bring the desired benefits—but only if the prospect purchases your product.

4. Speak to Your Prospect

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Business vector created by Dooder – Freepik.com

Language is an essential piece of copywriting. Even a compelling, emotional story will not be successful if you don’t write in the language of the prospect.

Formal and technical writing is not your friend here. This style certainly has its place, but marketing copy works best when you write the way you talk. It requires you to use words and phrases your prospects regularly use, written in a conversational, one-on-one tone.

In general, copy should be made up of short sentences and commonly used words, and free of jargon. The individuals who developed your product or service probably speak about it in technical terms, which may have little to no meaning for your prospects. It may seem like using these kinds of technical words will give your prospects the impression that your product is well-developed or backed by science and technology, but there is a greater chance you will end up confusing them.

Certain words will have certain meaning for certain groups, so, again, you want to be specific about who you’re marketing to. In a B2B context you may have more flexibility with technical terms that are commonly used in the industry of your audience, so some jargon may be appropriate.

Copywriting is an essential piece of the marketing process, but we know it can be hard to find the time to write copy that hits just the right note with your prospects. At Paw Print & Mail, we have the copywriting (and content writing) experience to help you reach your audience, so contact us today to get started on your next marketing campaign.

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