Application

Neither the checklist itself nor these notes are a time line. Many of the items must be done at the same time rather than sequentially. For instance, numbers 5 through 8 plus 18 are first decided, then worked on simultaneously. 5. Message. This tells the writer what is to be said, not how to say it. The actual wording is the job of the writer in 9. 6. Benefits. The benefits keyed to the audience in 4. If none of those benefits seem particularly suited to that group, the choice of those benefits...

B

Benefits of product service, promotion of, 20-23 brochures, flyers, 61 -62 conventions, 272 direct mail, 92 -93 e-mail, 202 newspaper, magazine, 21-22 Billboards, 141-146 Bindery, binding, 306 -307 folds, 56, 101-104, 132, 307 Body copy. See Writing copy Brainstorming, 20 -21 group diversity, need for, 20 guidelines, 21 uses, 21 Branding, 1-11 ad content, 5 Branding (continued) assessment, 3 brand newsworthiness, 7 vital assets, 3-4 brand support research, 9 sales force, 10 trade, 10...

Creating Your Own Mailings The Letter

Chapter 4 covered the creation of the flyers or brochures you might include in your mailings. Chapter 6 will concentrate on letters. Just as the list is the most important external factor in determining whether direct mail will be successful, the letter is almost always the most important internal element within the mailing itself. In our experience, which ranges from self-mailers to catalogs to elaborate multicomponent mail packages, every test has shown the cost-effectiveness of including a...

Deciding Whos in Charge

Whether publicity and public relations are assigned to the advertising department or to a separate public relations department depends on both the workload and the experience and PR expertise the departments have. Advertising involves compara 2There are many columnists and feature writers whose coverage is as important as news is to companies and organizations. These writers and electronic commentators live on a constant supply of publicity-type information. It takes a long while to build this...

Distribution

On Working with Your DMPC (Direct Mail Production Company) The direct mail production section of this chapter has been brought up to date with the help of Bill Krafcheck, vice president, Service Graphics, a full-service, nationwide direct mail production company, headquartered in Oakbrook Terrace, 1ll. (www.servicegraphics.com, sgibill servicegraphics.com). Lettershops began as mail-handling services that could print your letter and reply card or order form, address the letter on the bulky and...

Film Separation And Proofing

Modern printing begins with a prepress prepublishing process that changes type and pictures into a computer digital format that lets you see them on a computer monitor. Rather than moving type and illustrations the old-fashioned way, by cutting and pasting, your designer and film house do it with the click of a mouse. Film preparation begins with one or more of three kinds of materials 1. Final art. All the type and illustrations with instructions on how they are to be combined to create an ad,...

Find National Media That Want Your News

Trade media are magazines, journals, and newsletters devoted to a specific interest, trade, or profession. They are the most likely national publications to welcome your news, provided that it will appeal to their readers. So many of these publications exist, that even PR professionals need special directories to keep up to date on them. For instance, the SRDS directory Business Publication Advertising Source lists 58 magazines and trade papers devoted to metalworking, with cross-references to...

Focus on Your Prospects Problems and Solve Them

Think of your prospects as buyers who, in turn, must please a specific kind of customer. This is true whether their customer is within their own organization (seeking new furniture for the offices or new locomotives for the trains) or outside (buying a new line of children's shoes or a new line of lawnmowers). Pleasing these ultimate customers should be the focus of everything your prospects do at a show. Your success lies not in appealing to them as a buyer but in assuring their success as a...

For Professional Pens Only

Some mailings tease us with offers we cannot refuse, in giant type right on the envelope or the front of the self-mailer. Figure 5.6 is of this variety. Other mailings tease with the look of important documents, legal forms, or checks, and the simple request POSTMASTER Dated material. Please expedite. The Other 90 Percent Set aside the mailings you'll assign to the pros anything to do with insurance, finance, and banking contests, games, and sweepstakes clubs (for books, foods, or records),...

Help Abounds

Practically every major city in the United States has a direct marketing association that is able and eager to help you. Check the Yellow Pages. If you are unable to locate the association by this means, check the Direct Marketing Association. Web site at www.the_dma.org. Then join your local association. They will help you, even if you're not a member, but the continuing contacts alone are worth the price of admission. In addition, there is the excellent how-to magazine, Direct Marketing,...

Insight

Your audiences remember less from presentations than the sales force likes to believe. They also remember less of the written message than writers like to acknowledge. Therefore, for catalogs that reinforce a presentation, let the written message echo the spoken one, in emphasis if not in exact wording. By reinforcing each other, the messages make the whole become greater than the sum of the parts. For all four functions of catalog copy, show, rather than tell, the reader if at all possible....

Notes On The Broadcast Fax Checklist

These notes are a supplement to the material presented in this chapter. They are not a substitute for that material. The checklist is presented in Figure 10.3. Figure 10.2 (Copy at 200 for easy legibility.) A full-page cover certainly adds class but is seldom worth the extra cost. The simple To personalization in Figure 10.2B works just as well. If immediate sender identification is important, use a regular or modified letterhead as in the newsletter in Figure 10.2C. If you broadcast fax a...

Notes On The Catalog Checklist

These notes are a supplement to the material presented in this chapter. They are not a substitute for that material. The checklist is shown in Figure 6.3. 1. Schedule. For scheduling purposes, the most important management decision is the date the catalog must be completed and what completed means. If meeting the deadline is impossible under normal time or budgeting constraints, management must decide whether or not to authorize the impossible. (Do not present management with an on-time...

Notes On The Dmpclettershop Checklist

Unlike notes on most other checklists, these notes are not a supplement to the material presented in the chapter. Rather, they are an integral part of the chapter. The checklist is presented in Figure 16.2. 1. Discussion of project specifications. Your DMPC can be an unexcelled source of free consultation on the mechanical aspects of direct mail. Involve it in your preliminary planning. If you are not a direct mail pro, tell the DMPC people Ask for guidance in mechanical and postal...

P

Paper for printing, 303-305 coating, 305 color availability, 305 cost, 303-304 printer's stock, 304 purchase, 303-304 selection, 304-305 textured, 304 weight, 303 Photographers, selection of, 126-127 advertising, 33-34 catalogs, 125 -128 ownership, 125 publicity use, 235 cost, 308-310 handling, 315 savings, 308-310 Post office information source, 97, 315 premail clearance, 97 Prepress process, 292-301. See also Film disk for printing Printers printing electronic file, 292 new art, 293 proofing,...

To Card or Not to Card

The format and media you choose for your customer's reply, whether a card, an order form, an Internet address or something else, will depend on what you can get your readers to do and the impression you want them to have about you. For many business mailings, practically no one uses the response form you enclose they use their own purchase orders instead. But don't eliminate the BRC. It's what gets sent to the purchasing department with instructions to order this. The more complicated the...

What Media Creativity Is All About

In low- to medium-priced media organizations, the writer, director, and producer often are one and the same. But whether there is one, two, or a team, media creativity is the ability to use media to tell a story. It begins with the ability to create a script to write the words that are spoken while sound effects, music, and visual images are received by the audience. It demands from the producer and director technical expertise in acting, filming, and editing. It requires visualizing what the...

What You Must Not Do Yourself

Two kinds of mailings must be created by direct mail professionals and should never be attempted as do-it-yourself gifted amateur projects 1. A project, no matter how seemingly simple, that determines the survival of your business. (Of course you'll go to a specialist for a heart transplant, but will you try your own simple appendectomy ) 2. True direct mail packages, such as multicomponent sweepstakes, giant bedsheet folded and refolded self-mailers, pop-up or other multidimensional projects....

Whats Your Total Score

Have you projected wishful thinking (or natural optimism) onto the numbers Most people tend to be a bit on the overly optimistic side. Not that the objective total matters. But now put someone else through this same exercise. Would your staff come up with the same numbers Your distributors Salespeople Consumers Competitors Where are the most obvious disagreements Where can you find consensus Which assets are clearly performing beyond their potential Which need a little hand holding, or a...

Your Brands Vital Assets 1 Brand Name

A brand's most valuable asset can be the name itself. For one thing, a name can have inherent selling power when the word(s) stand for something that showcases and explains the uniqueness of the product or service. By this measure, for example, Vapo-Rub is more valuable, more descriptive, than Formula 44, and Mercury Cougar promises much more than Hyundai Elantra. But that value of name pales in comparison to the enormous power of those brands that have built equity after decades of consistent...

Web Sites and More

With TOM DAVIS, BOB KILLIAN & KEN MAGILL DO-IT-YOURSELF ADVERTISING AND PROMOTION DO-IT-YOURSELF ADVERTISING AND PROMOTION How to Produce Great Ads, Brochures, Catalogs, Direct Mail, Web Sites, and More With Tom Davis, Bob Killian, and Ken Magill This book is printed on acid-free paper. Copyright 2003 by Fred E. Hahn. All rights reserved. Published by John Wiley & Sons, Inc., Hoboken, New Jersey. Published simultaneously in Canada. No part of this publication may be reproduced, stored in...

Notes On The Printingbindery Checklist

Unlike notes on most other checklists, these notes are not a supplement to the material presented in the chapter. Rather, they are an integral part of the chapter. The checklist is presented in Figure 15.2. 1. Printing budget. The portion of quoted or estimated costs allocated to printing, even if printing and binding are given to a single supplier. You will want this figure for future comparison shopping. Be mindful of probable savings in getting a printing-binding package price. 2. Start-up...

Things To Remember In Brainstorming Whether You Do It By Yourself Or In A Group

Use a tape recorder so that you can keep note taking to a minimum. 2. There are no dumb suggestions. 3. Do not discuss individual answers now that will inhibit the free flow of thought and force participants to defend something they may not quite understand themselves. 4. Bring in a new feature the moment the benefit stream dries up. Keep the action lively. 5. If someone suddenly suggests a benefit for a feature that's already been covered . . . great 6. Don't let anything negative get in the...