Write Marketing Copy to Inspire and Motivate

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We are surrounded by words. They are spoken to and by us, written to persuade us, intrigue us, and inform us. Words are a major way that we communicate. Putting words together in creative and compelling ways is a big part of what marketing is all about.

But not all words are created equal. It takes time to come up with just the right copy to convey the value your brand or organization has to offer and make the case for why you are the perfect fit for your audience. Words have power. When you find the right combination, your marketing strategy can shine.

So, what do you need to know to make your copy more compelling and ensure it is read?

1) A Personal Touch

Try addressing your marketing copy from one individual to one individual. If you’re writing a direct mail letter or sending a marketing email, you can send that piece from a specific member of your organization. This makes it more personal. Addressing your copy to an individual member of your audience will grab their attention and give a sense of added importance to the piece. The recipient will feel that the piece was intended for them specifically, rather than as one of many. They will be more likely to read your copy, get the message you want them to receive, and, hopefully, act on that message.

2) Place Your Audience at the Center

When crafting a piece of marketing content, you want your recipient to be at the center of the letter, not your business. This seems counter-intuitive, right? Isn’t the point of marketing to show the value of your company?

Yes…but you want to show your audience that you know who they are, that their individual needs and contributions are important, and that you can provide a relevant solution for them. This shows the value you have for your customers and gives them a reason to value you. Use words like “you” and “your” in your marketing material. Avoid using “we,” as it can work to separate your audience from you. Instead of “we improve children’s lives” try “you can improve children’s lives.” Which one encourages you to act?

Compelling copy will show your audience that you understand their needs and emotions and can address and solve those needs with your products or services. It may take more time to consider things from your customers’ standpoint. But it will pay off in the end when you’re able to connect with your audience on a deeper level.

Nonprofit copy shows the value of this. When it comes to communicating with donors, you want to empower them so that they feel their support is making a positive impact, and that their continued help will allow that positivity to continue. Using “you” gives them an active role in your mission, making them feel more connected and powerful. Show them they’re the superhero that’s saving your cause, and you’ll help to ensure their continued support.

When you give your recipients a sense that they can make a difference, you’re tapping into their emotions. Maybe your copy makes them laugh, feel sad enough to want to change something, or relieved that you can provide a long-awaited solution. The use of emotion is a powerful marketing tool. Whether you are looking for someone to donate to or purchase from you, they are compelled to act due to the emotional response your marketing gives them.

3) Grabbing Attention with Marketing Copy

Effective marketing copy stands out. Maybe it causes your audience to see things in a different light, or cites a surprising fact. It may seem like writing copy in the same way as everyone else is a safe bet for maintaining a conflict-free relationship with your audience. However, you shouldn’t be afraid to be edgy or striking in your marketing campaigns. You want your marketing, and by extension your business, to be remembered.

The best place to kick-start your unique copy style is in the headline. Media company Upworthy found that readership of an article can vary by 500 percent just from changing the headline. The first sentence of a piece is where you are going to either lose your reader or pique their interest, keeping them reading on. Your message will not be received if you don’t hook your reader in the headline.

4) Keeping it Simple

Interesting doesn’t have to mean long-winded. It certainly means cutting out exaggeration, overused words, or excessive business lingo.  Don’t feel like you have to make your company or product sound extra impressive, using cliched words like “revolutionary” or “groundbreaking.” If you understand the needs of your audience and can speak to them using the same language they’re using to describe your business, you’ll be more effective. Choose the fewest words that are truly going to say the most, so that every word counts.

5) Style Choice

We all want to believe that our marketing copy is going to be read from beginning to end. But that is not often the case, at least at first. You should assume that pieces like your newsletters will only be scanned by recipients. This doesn’t mean your message will be lost. It means you have to make the most important information you want to convey the easiest to find. Recipients are most likely going to scan the headline, any photo captions, pull quotes, and bold or bulleted information. If you can make these parts intriguing, readers will go back and read more in order to dive into the context.

The most important takeaway about writing good copy? Make it count. The copy you produce is your main way of communicating with customers, both current and potential. If you want to be a successful marketer, you can’t afford to have bad copy.

Need help writing good marketing copy? Paw Print & Mail writes copy as a service! Click here to learn more, or contact Sarah Haselton to discuss your needs.

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The Best Way to Add Value to Your Direct Mail

customized direct mail personalization letter and envelope
Personalizing our direct mail letters and envelopes shows potential clients you have experience working with experts in their field.

Direct Mail [Still] Works

When you reflect on the different ways to get your message in front of your intended audience, you may be thinking about marketing emails, social media strategy, or hosting an event. All of these are essential to a well-rounded marketing plan. But a piece is missing. You’re forgetting direct mail.

“Snail mail” may not seem like it fits in with our technology-driven world. But direct mail has proven itself as a vital piece of any marketing strategy. Consider the following statistics:

  • 56 percent of consumers believe print is the most trustworthy form of marketing
  • 59 percent of U.S. consumers like to get mail from brands regarding new products
  • 40 percent of consumers will try a new business after receiving a direct mail piece

While direct mail is most effective as part of a multi-channel marketing approach, it holds real potential for boosting your business. One thing that helps direct mail stand out is the personal touch it can bring. Here’s another statistic: 70 percent of Americans believe that mail is more personal than the internet. There is so much competition for consumers’ attentions. You need a way to show consumers that you value them as distinct individuals and can satisfy their individual needs.

Personalizing your mail changes the emphasis of your campaigns from what your company does to who the consumer is and how your company can fulfill the consumer’s needs. Your goal is to make a connection with the recipient, whether you are contacting them for the first time or are maintaining an existing relationship.

Personalization Techniques

In an InfoTrends Growth Survey, 55 percent of respondents said personalization of a mail piece increases the likelihood that they will open it. If your goal is to get your message in front of more consumers, your strategy should include personalization. While it takes time to segment your mailing list and create more specific content, you’re going to see an increased rate of recipients opening and acting on your mail piece—a significant return on investment.

One of the most basic ways to personalize a direct mail piece is to use each recipient’s name. It can be placed in the salutation (i.e., Dear Bob) and throughout the piece. Names should certainly be used over addresses such as “Dear Friend” or “Dear Supporter.”  These aren’t wrong. But the less personalized your mail piece is, the less likely the consumer will be to open and to act on it. General terms like “friend” are inclusive. However, it gives the sense that the recipient is one of many, rather than a specific individual that you wanted to reach out to.

Depending on how much you know about the members of your mailing list, you can customize your mail pieces to be as specific as you want. For prospective customers, the information you have will vary based on what you’ve managed to gather. At the very lest, you can segment your list by geographic location.

If you’re mailing to current customers, you can draw from information such as past purchases or how long it’s been since they’ve placed an order. This will affect both the type of mail you send to them as well as the wording and content of the mail piece. In one example, Target sent personalized direct mail to a group of customers who had spent over a certain amount on their Target credit card. The mailing included coupons based on customer purchase history. Target saw a 50 percent increase in response over non-personalized campaigns they had run in the past. Having the data to be able to identify distinct groups to target can have a big advantage for your marketing strategy and generate more sales.

The end of a direct mail piece offers a final way to personalize the piece. Thinking in terms of a letter format, have the letter be from an individual at your company. Have that person sign the letters for a personal touch.

P.S.

Research shows that one of the most important parts of a sales or fundraising letter is the P.S. Very often people will look at the opening of the piece, then turn to the back to see what the offer is. If there’s a P.S. there, they’ll often read it before anything else.

So make sure you always put an appealing P.S. that reiterates the most important points of your sales pitch. Remember, you want every part of your piece to work hard for you. Make sure your P.S. is doing everything it can to convert the sale.

Envelope Tips

Another way to bring personalization into your mailing is to hand address envelopes. This may be ineffective for bulk mailings. But if you have a smaller mailing and can take the time, hand written envelopes could be the personal touch that encourages a consumer to open your mail piece.

Envelopes are important to consider for any mailing. You may want to give some thought to the appearance of your envelopes if you are using them for your direct mail piece. Traditionally, window envelopes have been used for mail like bills. Using them for your marketing mail can have different effects. Because they appear like a bill, these pieces are almost guaranteed to be opened; however, the recipient may be unhappy if they perceive your use of the envelope as a deception.

You can also make your direct mail more interesting by creating a teaser, an image or phrase to print on your envelopes. The hard work you’ve done to personalize your direct mail piece will be lost if the mail is unopened. Your envelope has to be enticing enough for the recipient to become curious about what’s inside. A teaser could include your logo. It should suggest what is inside without revealing too much. And, never falsely represent what the recipient will find if they open the envelope.

As with any marketing strategy, you’ll want to test different approaches to personalizing your direct mail campaigns. The basic tenet of incorporating personalization in your direct mail pieces is to show value. Including aspects that are personal to a recipient gives them the sense that you value them as a unique customer.  By using your direct mail to speak to consumers’ individual needs, you are also helping to show the value your business can hold for the consumer. This gives them a reason to look for you for their next investment in goods or services.

Direct mail services are a big part of what we do at Paw Print & Mail. Contact us today to make your next direct mail piece the best yet.

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5 Steps for Attracting More Qualified Leads

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In a perfect world, there would always be people seeking out your business, in need of the services you provide. You’d have so much business that you’d never have to worry about generating new leads.

Real life is rarely like that. Even if you’ve got a solid client or donor base and your services are in demand, it is a good idea to have a focus on generating leads as part of your marketing strategy.

If you want to increase sales or fundraising for your business or organization, as well as engage new people in what you have to offer, you’ll have to develop a strategy to connect with those who know little to nothing about your company. And while your efforts may seem unsuccessful at first, time and practice will help your business to grow.

In 5 Steps to Growing Sales Automatically, I outline a five-step process for enhancing your marketing strategy, steps I have put into practice to enhance my own business, that work! A recent way I’ve successfully connected with new prospects is by developing a mailing packet to send to a particular vertical market.

Generate Leads in 5 Steps

Step One:

In order to increase growth in your business, you need to have a solid understanding of where your current sales are coming from. Did you know that 5 percent of your customer base can provide over 50 percent of your sales? Often there is a trend among these customers that you can focus on when marketing. It may be where they are located, the size of the business, or age of the consumer. Whether you are a B2B business or a B2C business, there are ways you can find your “perfect customer” to better tailor your marketing efforts. When you’re ready to upgrade your marketing strategy, we can help you find your perfect customer.

Developing our marketing packet began with examining our customer base to determine who is utilizing our services the most. Examine your sales from the past year to find out who is making up that top 5 percent. Then, define those customers. Since we work from a B2B perspective, we asked questions about company size, location, annual revenue, and market niche, to create a picture of the perfect customer. Once you have that definition, you can better determine your sales focus, with a clear picture of which leads you should specifically market to.

Step Two:

Once we determined that we wanted to reach out to more of these particular customers, we identified what kinds of services they need from us—what we can provide them with to best match their goals and objectives. To do this, focus on why current customers that fit the perfect customer niche are using your company. Ask them what services they are happy with, as well as what they may need more of from you. This can benefit your current client base, too. Their answers can help you to reach out to new customers. And, you can improve the experience clients are having with your company, which will in turn boost revenue.

Knowing the kinds of services our current niche clients utilized, we wanted to provide prospective clients with marketing materials that would highlight how we could best meet their needs and help them to meet and grow beyond their expectations.

Step Three:

You know who your perfect customer is and, in general, what they will want from you. Now, you have to figure out the best way to find and connect with them. There are many marketing channels to choose from. The ones you ultimately use will depend on the demographics of your target audience. Using multiple channels, with a consistent message across the board, can be an effective method.

We made use of data channels in order to find perfect customers to market to. We were able to take the criteria that make up the perfect customer, and find businesses which fit those categories.

Step Four:

Increasing sales can seem complex, but can be broken down into a formula:

The perfect customer + a targeted message + the right marketing media = more qualified leads

One way to bring all of these elements together is through the use of direct mail. Since Paw Print & Mail is a printing company, using direct mail and including examples of what we could offer potential customers was how we chose to reach out to new prospects for our particular campaign. 56 percent of direct mail recipients feel value from a piece of direct mail, and showing potential customers both that you can offer them value and that you value them is a major factor in turning a prospect into a client.

Our direct mail piece makes use of personalization to show value. The packet consists of a padded folder holding a pad of graph paper personalized with the company’s logo and contact information. There is also a letter addressed directly to the prospective client, an insert detailing our services, and a business card so they can contact us for more information.

The packet itself is eye-catching, due to its size and originality. In constructing it, we put together our knowledge of what we know these companies need. The folder itself is a useful and relevant tool for this audience, as is the personalized pad. The pad, business card, and insert show that we know what clients in that line of work need. These items also demonstrate the quality of the work we produce here.

Even if it seems like direct mail is not the right method for your business, don’t discount it. No less than digital giants Google and Amazon are two of the top users of direct mail!

Step Five:

The culmination of all this work is a contact follow up plan. If you are inconsistent about when and how you follow up with prospective clients, it’s hard to know if your strategy is effective or not. We have developed a strategy and schedule for mailing and contacting our potential clients. It’s important that your business or organization make a plan and have everyone on board before you begin your campaign.

Our campaign has gotten a positive response, because we tailored the value proposition to what these clients need and understand. It takes more time, work, and money up front to develop and implement a campaign like this. But you can greatly increase your response rate and ROI while making a strong first impression on potential clients.

Contact us to make an appointment to discuss and strategize a plan to generate more leads for your business or organization.

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What’s All the Buzz About Data?

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We live in a world where technology is advancing faster than ever. Making use of technology has allowed information to spread and be gathered on a previously unseen level. Though info has long been collected for many reasons and across many industries, “data” is now a buzzword that has taken on new meaning. We worry about protecting data and recovering from leaks, analyzing data and paying to access it. Data has become a cornerstone of economics. 40 percent of companies around the world are using big data analytics in their marketing strategy. We create data with every web search, every phone call and every purchase.

But what does data mean for business owners? And how can all this information be used to make a business more successful?

Where Does Data Come From?

According to Falon Fatemi, CEO of data intelligence company Node, “without data intelligence to prescribe the right prospects, creatives and number crunchers are stuck in separate worlds.” However, bringing data into the equation can create “a powerful revenue machine.”

Data has strong potential to strengthen your current marketing strategy. Having this information to work from can be an integral part of finding your target audience and increasing ROI.

One way to help target your marketing campaigns is to directly reach out to your audience. Allowing those you’ve already built a relationship with to determine their preferences for the type and amount of content they receive from you can be a way to strengthen the relationship and ensure their continued interest in your company. This data can be used to target specific content to more specific audiences.

It is also possible to develop a database based on information you already have about your clientele. Keeping track of what services or products your consumers are utilizing can be valuable data. It allows you to more deeply consider who may be interested in what, as well as how your services could be altered and improved to generate more interest.

Making use of data for direct mail and email campaigns can lead to a higher response rate. By using it, you are focusing on an important term: relevance. Data can tell you which recipients will likely be more interested in your particular campaign, based on how relevant it is to their situation. By streamlining your campaigns, sending to fewer, more receptive members of your audience, you can save money by not sending to uninterested clients. And, you can increase response rate and potential results, as you market to those who most need or want your services.

Business is also about generating leads. There are external sources from which you can gain access to data. You can pay certain companies for access to lists containing information about consumers and businesses that can be used to find new prospects and areas into which to expand. All of these techniques allow you to segment your marketing content into variables like interest level, gender, and geographic location. You can even separate businesses by size, annual revenue, and trade.

Data has power when it comes to marketing, and it has power under the law, too. Issues related to privacy go hand in hand with data. It’s important to respect both the laws surrounding how you can use data and the promises you make to your customers about how their information will be used. Do keep in mind that, according to a BlueVenn study, 81 percent of marketers only collect strictly necessary data. But 61 percent of consumers would be willing to give up some of their privacy in exchange for better products and services.

How Else Can You Use Data?

There is an obvious benefit to using data to increase campaign response rates and better connect with your audience. But it can also have benefits when it comes to the internal workings of your company. It is possible to collect data about almost anything to do with your business, and this is a valuable tool.

However, it is just as important to know how that information can be used as it is to collect it. Depending on your industry, different information will be gathered about different things. But according to a study by BARC, the Business Application Research Center,  there are four main benefits of data analysis. These include being able to make better strategic decisions, improving control over operation processes, understanding customers better, and reducing costs.

Once you know what the data is telling you, it is important to consider it in light of how the information will improve your business, and what you are going to do with it. You may want to use software that can better help you to visualize the data you are collecting and determine how internal data can be used with external, client-centered data to strengthen your company as a whole.

The BlueVenn report found that 64 percent of marketers in the US and the UK believed they should collect customer data, but shouldn’t analyze it on a daily basis. 51 percent of marketers felt data analysis took too much time away from the more creative aspects of marketing. Just as it is important to find a balance between how much personal information you divulge and make use of, it is important to find the right balance between analyzing your data and implementing the knowledge you have gained from your analysis. If you’re looking to make data analysis a larger part of your business, consider hiring an expert or training your staff to make the most of the information available to you.

Data collection and analysis can be implemented across any industry and any size company for a variety of purposes. It will continue to add value to your company as tools and processes become more streamlined.

The #1 Factor in Email Marketing Success

Drowning in EmailEmail_Subject_Lines_Paw_Print_And_Mail

It’s Monday morning, and you’ve just opened your email inbox. A slew of new messages awaits you, from organizations you follow, stores you have shopped at and accounts you have signed up for.

Chances are, you’ve got a lot to read and little time to do so. With 83 percent of B2B marketers using email in their content marketing strategy, that amounts to a lot of content reaching each consumer. Because of this, 70 percent of email users feel they receive too many emails.

Email_Marketing_Paw_Print_And_Mail
Despite this, email is an important part of marketing strategy, and is particularly effective when used as part of a multi-channel approach, incorporating your message through direct mail, social media and other outlets.  A PEW research study found that 92 percent of adults who are online use email, most on a daily basis.

But when faced with a full inbox, it’s easy for messages to get lost in the shuffle. How do you decide what merits reading?

On the flip side, if you are using email as part of your organization’s marketing campaign, how can you best ensure your content will be read?

The answer to both of these questions is the same: write a compelling subject line.

A strong subject line is critical. It can make the difference between your email being opened and read or ignored. When you’ve put effort into something, you want to share it with your audience. And, you want your message to come across as intended. Even if you work hard to craft the marketing emails you send, neglecting to add a captivating subject line can mean your efforts were for naught.

What Makes a Strong Subject Line?

Length

You’re limited to one line to make your pitch. It’s essential you make it well. Generally, lines with 30 to 50 characters are ideal. The prevalence of email access through mobile devices means that your message will first be seen on a mobile device 40 percent of the time. Smaller screens mean less room for your subject line to be read in its entirety. Also, 50 characters or less results in a 12 percent higher open rate and a 75 percent higher click-through rate.

Personality

Many emails, including spam, come from a generic company email. For consumers, this is impersonal and results in a lower open rate. An email from [company name] suggests a robot. Connecting your audience with a real person by sending your emails from an actual person’s account is important, as 68 percent of Americans decide to open an email based on who it is from.

Including each recipient’s name or location in the subject line adds another layer of personalization that can increase the open rate. Using the words “you” and “your” can also draw readers in and make the subject line more compelling.

Keywords

It should be easy to understand what your email is about. You can use words that create a sense of urgency and exclusivity. If it is the “last chance” the recipient will have to donate or purchase, they are more likely to act immediately than if they do not feel they have limited time. There is a 22 percent higher open rate for subject lines that incorporate urgency and exclusivity. The use of action verbs at the beginning of the line brings that sense of urgency, asking recipients to envision themselves answering your call to act.

Incentive

Your subject line is the incentive to open the email. You want recipients to find value in what you are offering. Convince them that your email will in some way be an improvement in their lives or their business.

Trust

Never use language in the subject line that will mislead your audience. Email can be a way to build consumer confidence in your brand. Any kind of false promises will only lead recipients to unsubscribe and retain a negative vibe from your organization. And always check for typos!

Email Marketing Style Tips

  • Don’t be afraid to use humor, as long as it is inoffensive and will be understood by your audience.
  • Never use all caps, or excessive exclamation points—nothing points to spam quite like those.
  • Using numbers shows the specific benefits your email is offering. Try “increase donor retention by 50 percent” versus “how to increase donor retention.”
  • Phrasing your line in the form of a question leads recipients to want to answer that question, and open the email to see how they compare.

A last tip is to test your subject lines. Depending on what your company or organization has to offer, some strategies will be more effective than others. Tracking the response rates of your different subject lines will reveal which methods work best for reaching your audience.

Email can be incorporated into any marketing strategy. And it’s proven its effectiveness. 47 percent of recipients will open an email based solely on the subject. A strong subject line is an essential part of ensuring your email marketing is communicating your message.

Direct Mail Marketing, Alpha Romeo Style

Alfa-Romeo-mailing-panelWhat’s the most powerful and effective way to engage your clients and prospects in your marketing message? Speak to them one-on-one. Communicate in such a way that each person you mail to knows, or better yet feels that they are special to you; that you have something to say that they’ll be eager and enthusiastic to hear about.

One of the best ways to do so is by using one simple word… “You”.

The following real-life example and images are used to illustrate just how valuable it is to speak to your target audience when conveying your brand in your sales and marketing messaging.

And by “brand”, I don’t mean just the logo, which is only one graphical representation of your brand; but your BRAND – that special something about your company or organization that defines who you are, what you do, and how you do it. It’s what attracts customers to your company, converts them to customers, and prompts them to spread the word.

I’m a car guy. I am a big fan of sports and performance cars, both vintage and new. Back in the day, I drove a bright yellow 1973 Triumph Spitfire; one of those teeny-tiny British 2-seat roadsters that helped define the classic wind in your hair (when I used to have some) description of top-down motoring. To this day I’m still an enthusiast and enjoy driving cars for more than mere transportation. My current Audi has a manual transmission with a stick shift that for me, is simply fun!

So when this mailer arrived in my mailbox from Berlin City, the local Alfa Romeo dealership for this Italian car manufacturer’s reintroduction into the US market, they had done their homework by identifying me as a member of their target audience – someone with an interest in fun sporty cars.

Let’s breakdown this mailer… Alfa-Romeo-mailing-panel

First, the iconic Alfa logo and branding is front and center on the outside of the mail piece. They don’t design logos like this much anymore.

 

Alfa-Romeao-Greeting-Paw-Print-and-MailI turn the piece over to find the headline at the top that reads:

YOU ARE INVITED TO EXPERIENCE THE ALL NEW 2017 ALFA ROMEO GIULIA.

This could have easily been written to read: CHECK OUT THE ALL NEW 2017 ALFA ROMEO GIULIA INSIDE; and while I still would have been curious, the actual headline speaks to me by using the word “YOU”.

They also used another very powerful word in this headline… EXPERIENCE. Let’s face it, the fundamental function of a car is transportation; carrying people and things from point A to point B. Any car can do that and for many people, that’s all they need, want, or expect out of a car. But for the driver of a hot Italian red car like this, the point, or more aptly the unique selling proposition, shifts from utility to emotion, and the experience you see, hear, and feel when behind the wheel of this automobile.

Alfa-Romeo-Direct-Mail-Paw-Print-and-MailNext, I open the mailer and the very first thing I notice are the letters VIP – with the “V” creatively crafted using the V-shape of the Giulia’s classic signature Alfa Romeo front grille.

We’ve been trained through language and marketing to put a high value on the letters VIP, and it works every time. Then, right below the VIP is the coupes de grace… the Call-to-ActionSchedule your personal Test Drive Experience, employing an equally influencial derivative of the word “you”… “your”.

Alfa-Romeao-OfferPaw-Print-and-MailYes, there’s more throughout the mailer that visually shows off the car, along with an attractive lease offer, but the REAL call-to-action is the invitation to experience driving this car; because Alfa Romeo and the dealership are pretty confident that once driven, the sales process gets much easier from there.

People buy on emotion

So THIS is a great example of the power and attraction that direct mail has and will continue to have so long as marketers know how to use it and apply direct mail marketing’s three fundamental best practices:

  1. Know your target audience and focus your time and budget on them
  2. Include a compelling offer that speaks to the person and evokes emotion
  3. Design the mail piece to be relevant and attractive to the target audience; integrating personalization and the word “you” whenever appropriate.

For the best experience and results for your direct marketing projects, Contact Paw Print & Mail to discuss your objectives and needs with us.

Key Components of Successful Marketing Videos

marketing-video-statisticWhen it comes to marketing, staying current on the latest trends has a vital impact on successful lead generation. Whether it involves a new social media app, a trending topic or an online marketing campaign, a business grows when it stays up-to-date.

Video marketing continues to grow exponentially for online in particular. There are more video posts online now than ever before, and video shares are only expected to increase. If your business wants to stay current on the latest marketing trends, put video to good use.

Interested in getting started? Check out these five key components of how to make a strategic video script which will set your marketing campaign apart and boost lead generation.

1. Get ‘Em Hooked
Like most aspects of marketing, the initial hook of a video script should catch viewers’ attention and draw them in. Let the audience know you are talking to them specifically by addressing them directly. Identify the target audience and brainstorm how you would want to be addressed from their perspective. By giving your video script a strong, attention-grabbing intro, it will draw viewers and set the tone for the rest of a successful marketing video.

2. Connect Emotionally
After hooking the viewer’s attention, establish a personal connection with them. An emotional connection makes viewers feel your company cares for them and the community, thus encouraging them to take immediate action after viewing. As human beings, strong feelings impact our decisions, logic and mindsets; your business can take advantage by connecting with consumers on a deep personal level.

3. Tell a Story
Once you’ve grabbed the viewer’s interest and connected with them, get down to the point. Every successful video marketing campaign should tell a story—the company’s story, the service’s story and benefits or a customer’s story. Use the time to expand and go in-depth on the narrative’s focal points. The goal should be to gain the viewer’s trust and empathy, but take time to give details surrounding the story and lead viewers into the next big point.

4. Share Your Values
When you’ve established a story basis, the time has come to drop a value bomb for viewers. This is the most important part of a marketing video and should be restrained to one short, concise sentence. Until this point, the entire video should be leading up to this moment. The value statement is the main takeaway viewers should get. Keep it values-driven, short and powerful to gain viewers’ attention and make them remember your product or service.

After your business has established its value statement, wrap up with an influential outro. The goal of a video close involves viewers doing something after watching—a call to action. Depending upon the video’s focus, the call to action could be centered on buying a specific product, trying a service or just stopping in to take a look. Be sure to include information for a website, social media or any upcoming events.

Video marketing is a current and useful option to take advantage of for your business. A strong video script consists of five key components, each one with a specific purpose, working together to produce a video and generate successful leads.

By utilizing these component strategies, your company can create engaging, successful marketing videos, which will help promote your product or service. Try it out and see how your business grows.

Lead generation and brand building with a printed Newsletter

Hanson Doremus NewsletterTalk about consistency and discipline, Hanson & Doremus Investment Management in Burlington, Vermont has not missed publishing and mailing their monthly investment newsletter Thoughts to their clients and key prospects since 1995. I know this because Paw Print & Mail has had the privilege of being their printing company since that time.

When asked why founder Eric Hanson persists mailing his newsletter all these years, particularly in a digital age, he knows there’s no substitute for disseminating the valuable work that goes into producing such a document, while reinforcing his brand, than putting it right in someone’s hands. Says Hanson, “It’s far too easy for people to pass over or delete an email in a crowded inbox. We still believe in mail because it’s tactile, it has shelf life, and because mail has become more unique and impressionable than email. We make the digital version available on our website, but the printed version gets more readership.”

A newsletter is a cost-effective medium for building and maintaining regular contact with customers and prospects. In its 2013 B2B Content Marketing Benchmarks, Budgets and Trends study, the Content Marketing Institute found that 78 percent of respondents used newsletters. Research firm Nielsen Norman Group asked respondents how they preferred to receive company updates, and 90 percent cited newsletters, compared to 10 percent for social media.

Developing a newsletter program with a solid audience will prove to be a very important marketing asset for the duration of your company. Think about how on any given website you only have a few seconds to capture the attention of a visitor before they are potentially gone forever.

Developing a strategy to attract new customers and retaining existing clients is crucial to successful marketing. Maintaining a company blog is a great way to get your personal message out to many viewers. But a blog is a passive effort, meaning a user must navigate to it in order to get the message. Transforming a passive blog into a pro-active newsletter program is a logical ancillary step.

Build Awareness:
Publishing a newsletter gives you the opportunity to increase awareness and understanding of your company and its products and services. Customers and prospects may have a limited perspective of what your company can offer if they only view your advertisements or receive promotional email. Newsletter content builds a broader picture. To encourage readers to find out more, add a call-to-action to encourage action and include links to more detailed information on your website.

Demonstrate your Expertise:
A newsletter can demonstrate your expertise and build confidence in your company as a potential supplier. Marketing consultancy PR20/20 notes that newsletter content that provides valuable information to customers and prospects helps to establish a company as an industry leader. To establish leadership, include articles that cover important issues in your market sector or share information on industry research. Provide details of any conferences where your company is making a presentation.

Promote your Business or Organization:
You can use newsletters to promote products and services or launch new products. Including information on special offers helps reinforce the effect of your advertising and promotional campaigns. Running special offers exclusive to readers enhances the value to the newsletter. You can integrate newsletter content with other elements of a new product launch by including announcements and articles related to the product.

Connect with Your Clients and Prospects:
Issuing newsletters at regular intervals – weekly, monthly or quarterly – helps you maintain contact with customers and prospects between purchases or sales calls. If you face a decision-making process that is long and complex, for example, you can use newsletters to communicate with all decision makers throughout the process. If customers buy your products or services infrequently, you can maintain contact between purchases so you build a strong relationship before the next sales opportunity.

Expand your Marketing Footprint:
Newsletters can help you increase the coverage of your target audience. By placing information about the newsletter on your website, you can capture contact details of new prospects by asking visitors to subscribe. Issuing newsletters by email to all of your customers and prospects is a low-cost method of communication, leaving more in your market budget for advertising or other promotional activities. Newsletters are therefore an extremely valuable marketing tool used by ourselves as well as by our customers. If you don’t have a newsletter, here are twelve reasons you should:

1. To increase awareness. Your newsletter should give enough information to create awareness about what you are offering your customers. People should get a good idea of how it would be to deal with you, or to buy your products, so that when they leave, they will feel compelled to find out more.

2. Position your brand. You should create the best first impression about your products or services on your newsletter. Customers tend to use your marketing and communication tools to form an impression of your business. Newsletters are an extremely strong marketing tool to differentiate businesses from one another.

3. To get more business from current clients. A newsletter is an effective way to let clients know about your other services and show them how they can benefit from those services, without being “pushy”.

4. To get repeat business from former clients. People who used your services or bought your products once will purchase again–when they’re ready. A newsletter is a great way to stay in touch with them until they are.

5. To educate prospects. A newsletter that provides prospective clients with valuable information helps them make better decisions, allows you to demonstrate your expertise, and provides a mechanism for staying in touch with them until they are ready to hire you.

6. To generate word-of-mouth referrals. Newsletters have pass-along value. A good newsletter will be shared with an average of three other people, even more online.

7. To build your contact list. You can offer visitors to your website a subscription to your newsletter in return for providing their email (and other contact information). When speaking or networking, you can offer to send your newsletter to people who provide you with their business card.

8. To establish expertise and credibility. Your writing helps prospects, publishers, reporters, meeting planners, and referral sources see you as the expert you are.

9. To provide content for, and traffic to, your web site. Your newsletter can drive traffic to your website or blog. Your newsletter content can be re-used as content on your web site or blog, generating additional traffic from search engines and social media.

10. To shorten the sales process. People who respond to your newsletter are better informed about what you do and pre-sold on your ability to do it, in contrast to people who come to you via advertising.

11. To serve as a networking tool. Your newsletter is a tool to reach out to other professionals. You can interview them for an article, conduct a survey, ask them to write an article, or ask permission to put them on your mailing list.

12. To add value to your services. A newsletter can provide an added benefit for clients. Give clients “subscriptions” or added value to current services or discounts on products. Put a price tag on the newsletter but send it free to current clients.
A newsletter requires an investment of time, and possibly some capital, but the return on that investment can be substantial. If you want to grow your business, a newsletter is one of the most highly leveraged marketing activities you can do.

Since 1990, Paw Print & Mail has been the reliable and expert source for printing and mailing newsletters, nonprofit appeal campaigns, and B2B printed communications of all kinds for hundreds of businesses and organizations. Read our reviews or contact us to plan or produce your next project.