Three Ways to Improve the Effectiveness of Your Direct Mail Program

#1 Use Headlines That Grab Attention

You have five seconds or less to make enough of an impact on the reader that they will either set aside your direct mail for reading later or flip it over while they are looking at it.

Bad Headlines                            Good Headlines

Just Sold – 1234 Main Street         Selling? That Is What I Just Did in Your Neighbourhood

Just Sold – 1234 Main Street         Check Out the Real Estate Market in Mount Pleasant!

Just Listed – 1234 Main Street       Looking for a BIGGER Home for Your Growing Family?

Just Listed – 1234 Main Street       Kids Moving Out? Perfect Home for Downsizing

#2 Mix it Up

There are many direct mail experts telling you that a minimum of 12, 18 or 24 pieces a year is required, but depending on your budget and resources I would aim for 12 touches a year and mix them up. Over the 12 months you could send the following:

  • Four “Just Listed/Just Sold” 6×9-inch postcards
  • Two memo pads with the title Things To Do Today
  • Four market update newsletters on letter-sized glossy paper
  • Two non-real-estate-related postcards (see #3 below for ideas)

#3 Make it Worthy of the Refrigerator

If your direct mail is a picture of a house you just sold, then it is only of interest to the seven per cent of people thinking of moving, but if it included valuable information it is far more likely to be retained for future reference or even end up on the fridge.

Here are some “fridge-worthy” ideas to get you going.

Local Events Schedule: Send them a calendar of all of the local events. It is something they will read and put on the fridge for reference and the connection to you will be much stronger as they will appreciate the effort you have made – but it doesn’t have to take a lot of time or money.

Blank Phone Number Directory: On the back of a direct mail piece you can have a heading “Important Phone Numbers” and lines they can write on. Without a Yellow Pages, important numbers are often hard to find. It is unselfish and shows you are thinking about the recipient.  Put it this way: it is about them not you and it will be kept by the recipient for a long time as they complete it and the numbers are important to them.

Local Restaurant Directory: Research and compile a list of local restaurants near your farm area. Ask yourself if you would keep a local Restaurant Guide? Would you tuck it into the drawer in the kitchen or put it up on the refrigerator? Would it make you think of the sender every time you looked at it? Would it keep them closer to the top of your mind when you are thinking of using their service or product? This piece is perfect for “refrigerator marketing” as it is kept on the fridge for a lot longer than a sale flyer or Just Listed postcard.

Direct Mail Idea for Summer: Compile a list of local golf courses and water parks where families like to go and put all of the information on the back of postcard.

Like all of your marketing efforts, direct mail is a process. It requires planning, preparation and hard work to maximize the return on investment. It costs the same to mail an ineffective direct mail piece as it does an effective mail piece. The difference is in the effort you put into the process.

Read the entire guest blog post we wrote for Real Estate Weekly by clicking here. Read more about direct mail marketing by clicking here.

Posted in Marketing | Leave a comment

Top 10 Reasons We Create WordPress Blogs and Websites

We offer a wide range of marketing services from branding to direct mail to slogans and websites using the Ubertor platform, but over the past 6 months we have added WordPress websites and blogs to the list of services we offer.

In addition to having thousands of ready-to-go, inexpensive themes to choose from here are the top 10 reasons we think WordPress is a great option.

  1. Contain structured content
  2. Can embed video
  3. Integrate Social Media
  4. Feature image galleries
  5. Capture leads with contact forms
  6. Have eye catching image sliders
  7. Contain search forms
  8. Are easy to navigate
  9. Equipped with security features
  10. Totally scalable to grow with your company

Here are a few recent websites and blogs we created.

A blog for model Jessica Gomes who has appeared in 7 Sports Illustrated swimsuit editions.

jessoffduty_com June 13

Jessica Gomes Blog – Jess Off Duty

Our own website at Limelight Marketing. This image does not do it justice.

limelight marketing website

Limelight Marketing WordPress Website

A Consulting and HR company called The Acquisition Group. You really need to visit the website to see how functional it is.

theacquisitiongroup_com June 16

The Acquisition Group

Posted in Marketing, Website Design, Wordpress | Leave a comment

How To Create an Effective Print Ad

This advice on how to create and effective ad from  Jay Levinson “The Father of Guerilla Marketing” can be applied to almost all of your marketing.

TAKING ADVANTAGE OF SCAN MOTIONreading-glasses

Here is a way for to create print ads that increase sales by visually attracting the attention of a reader’s unconscious mind. This method is called scan motion.

Businesses are heavy users of print advertisements because initial cost is low and the target market is pinpointed. We use print advertising because we want top-of-the-mind awareness which results in our business being remembered first during the buying decision. Get this awareness by designing ads to have four components:

1. VISIBILITY: The unconscious eye is attracted to ads by these four factors: ad shape (rectangular ads which are taller than they are wide are best), color, graphics and headlines.

2. READABILITY: This is because people do not really read ads, but scan them instead. Scanning begins at the top left of an ad, continues to the bottom right, and stops at the bottom left.

3. THEME: You have but three seconds to impart your message, so use subheads, underlining, boldface, or something to emphasize the essential words along the scan motion from top left to bottom right.

4. STATS: Now, convert attention into a buying decision with you logo, unique selling proposition, business name and any other statistics a reader may need to be transformed into a customer.

If you create your ad contrary to scan motion, the reading of your ad will require additional energy — increasing the likelihood of the ad being ignored.

Check out our new Limelight Marketing website.

Limelight New Twitter

Posted in Marketing | Leave a comment

New Ubertor Website Design

New Ubertor Website Design

NEW_LOGO_LG
We just finished designing Team Hamre’s website. They came to us with a cluttered site with a narrow template. We customized their site using the Ubertor Platform. Click here to launch the project

My team at Limelight Marketing specializes in Real Estate Marketing, branding and website design. We are experienced in Search Engine Optimization, and can help you increase your ranking in Google.

DSCN0012-logo

weknowottawa_com

Posted in Real Estate, Realtor Marketing, SEO, Ubertor, Website Design | Leave a comment

2013 in Review

The WordPress.com stats helper monkeys prepared a 2013 annual report for this blog.

Here’s an excerpt:

The Louvre Museum has 8.5 million visitors per year. This blog was viewed about 130,000 times in 2013. If it were an exhibit at the Louvre Museum, it would take about 6 days for that many people to see it.

Click here to see the complete report.

Posted in Marketing | Leave a comment

5 Simple Things To Improve Your Client Relationships in 2014

Here are 5 simple ways to improve and strengthen your client relationships.

1) Think about them

Remember special occasions like birthdays, anniversaries or the day you first started two-babies-looking-over-railingworking with them.  It doesn’t have to be a formal card, but it could be an email or a phone call.  If you really want to impress then send a handwritten note.

2) Be Available

Be available…but not too available. In today’s business environment client’s expect a faster response than in the past. They will call you, text you, email you or even connect via Social Media and they know you are looking at their message almost as soon as they have sent it. But that doesn’t mean you have to drop everything and respond right away. The faster you respond the higher their expectations the next time.

Try and set a reasonable response time. If you’re not going to be available to assist them shortly at least let them know when you will be able to get back to them.

If you have to be “too available” answering your phone is the best way to impress a client and reinforce why they like to work with you.

3) Reward Them

Even regular clients appreciate discounts even though they rarely expect them.  A discount to a regular client a discount is like giving them a ‘loyalty prize’ for working with you over the years.

A reward can take the form of of a free report you create and share with them, pointing them to valuable information or giving them a free product.

4) Over Deliver

When you take on work on behalf of a client they do not always understand the scope of what they are asking for or what you can deliver so make sure you give them what they expect and also what you know they need. You don’t have to charge for this, but you can let them know the extra steps you took.

A great way to over deliver is to under promise.  Tell them you will get them something tomorrow when you know you can do it that day and then surprise them with a faster response. Delivering more than you promised makes clients feel that they are getting value for their money.

5) Say Thank You

Thank your client for everything! Depending on the significance or the occasion or gesture thank them in the form of a handwritten card, a small gift, a phone call or by email. A thank you is not always expected, but always well received.

Most of these are common sense, but sometimes we get busy and in turn hurt our relationships with the people we need the most. Our customers.

If you enjoyed this article and don’t want to miss the next one click here to get my marketing posts by email as soon as they are published. You will be prompted for an email address and you are set to go.

Posted in Client Appreciation, Marketing, Personal Branding, Realtor Marketing | Leave a comment

12 Questions To Ask Yourself Before 2014

Everyone talks about reviewing the past year and planning for the New Year, but most of Magnifying Glassus don’t. The process seems daunting and depending on the year we have just had it can be depressing reviewing the past or even worse we think there is no room for improvement.

Use these 12 questions to open your mind and start a dialogue with yourself and change is around the corner…

  1. In one sentence describe what your product (or service) does and the benefit of using it?
  2. In one sentence why does someone buy your product or service?
  3. What one thing or trait is most responsible for preventing sales?
  4. How is your revenue distributed across your client base and is there too much dependence on too few clients?
  5. Are there products or services you offer that you should drop next year and are there new ones you should add?
  6. Looking back on the past year where did each new client come from? Repeat, referral, someone you met or a new customer?
  7. If you were forced to hire someone today how would you define their job such that they would contribute enough revenue to cover their expense?
  8. Which of your business operations do you hate?
  9. What aspect of your business needs the most attention?
  10. If you could get one solid hour of advice from someone you respect, what one aspect of your business would you discuss and why?
  11. If I could change one thing about my business it would be _____.
  12. I have to stop ________>

These may not be the 12 questions for your business, but start thinking along these lines and your business can only prosper.

Check out our new Limelight Marketing website.  Specializing in real estate and small business websites, SEO, Branding, Direct mail, Realtor Marketing, WordPress blogs and websites, Social Media and marketing plans.

Limelight New Twitter

Posted in Marketing, Realtor Marketing | Leave a comment