Marketers VS Consumers Predators VS Prey

The distance between marketing consultants and the real world can truly be mind boggling. When a marketing consultant tells someone to send out 10,000 postcards in order to get a 3% response rate and that the actual sales will be something less than that …and then asks the client to pay him for that golden nugget… there has to be a problem!

One subject I have heard precious little about is the process of building badwill as opposed to goodwill. When consumers were being ripped from the dinner table by long distance phone companys’ telemarketers they did not consider the badwill they were spreading until the no call list came out.

I for one have several companies on my “never-do-business-with-list”. Is it because they have bad products? No. Are they over priced? No. Do they have a bad reputation for customer service? No.

I simply will not do business with them because of their aggressive marketing. Feeling like hunted prey does not make me want to do business with the predator.

The badwill that is caused by ad campaigns is a huge factor that is seldom considered and the fact the consumers in America are tired of feeling like prey is rarely factored in to a marketing plan.(Companies are still trying to figure how to work around the no call list!)

I have made it a mission to discover what marketers are telling their clients, and I have checked out hundreds of selling books, marketing books and business books and seminars to find out what the current trend is in marketing wisdom. Although many marketing gurus do preach a kinder and gentler method of marketing I rarely found any that mentioned badwill and how it affects a company’s image and sales.
Here is my short list of badwill generators.

1.Flyers stuffed in mailboxes or thrown on front porches making a home look like landfill and inviting thieves when the homeowner is on vacation.

2.Junk mail advertising/email advertising which is obviously mailed at the cheapest rate possible( if I’m not worth 37 cents then you don’t need me as a customer)

3.Automated customer service…cheap for the company,hell for the customer.

4.computer pop-ups especially those with annoying sounds that hide their close buttons( talk about feeling like prey!)

For the full list of badwill marketing and solutions go to http://lastingimpressions2.com and check out marketing tips.

Direct Article Marketing And How To Estimate Your Target Audience

When you write an article with a goal to reach your target readers, there is a number of important factors you need to pay attention to if you want to succeed. The most important factor is to know your readership and speak in their language. When you address your prospects, do it in a manner that will hit home, which they will easily relate to and therefore be receptive to the messages you are conveying to them through your writing. Messages and advices that are given in a direct manner will fall to much more fertile ground – your readership will understand, consider and accept them better. The best way to have your point get across is to have your audience get the sense that they are being directly addressed to in your articles.

The power of written word has little limits. It is a perfect way to reach and connect with your readers, once you understand who they are. You will strengthen that connection by constant working on your credibility and trust as an article author. And credibility and trust are the only two ingredients that will keep your readers coming back to you for more reading, influencing them to appreciate and accept your message. Before you even start writing you need to estimate the knowledge level of your target readers. The amount of details and expert terminology you provide in your articles will directly depend on that estimation and will make your articles tailor-made for that specific audience. If you include more advanced information and details, average readers will have harder time understanding your articles, but the expert in the field, on the other hand, will find your content very valuable and will appreciate the content that is not written for average readership.

If you decide to appease the general audience, the experts will find little or no use in your writing, but average readers will better understand and appreciate your style of writing. Anyhow, it is important to estimate the knowledge level of the readership for whom you are writing and tailor terminology and details included in your articles accordingly. If you are writing for a field where the knowledge level of your audience is diversified, it would be wise if you wrote the content separately for as many level as it takes. You will want to reach all of them, so in order to make it happen, it is important to make each of those readership levels feel like they are being directly addressed. This approach will immensely boost the impact of your article marketing, so invest some time to perform a careful analysis of your target readers.

How to Become a Direct Marketing Copywriter

There are no shortcuts to become an expert direct marketing copywriter. The expertise which many copywriters want to possess comes with a lot of practice, a lot of cross- referencing, and a lot of exposure to new and different methods and styles of writing direct mail marketing copies. However, one point worth remembering is: the ultimate aim of your copy is to sell the product and nothing else. Therefore there are no set ways or methods of writing the ‘perfect’ direct marketing copy. Whatever style is makes a successful sale is the best!

However, a few pointers would see you through if you are attempting to write a direct marketing copy yourself. Firstly, be friendly. You are attempting to ‘connect’ with a vast pool of faceless and nameless people who you call your audience. The only welcome approach would be the friendly one. Speak to your audience as you would speak to them over a cup of coffee. Keep your tone warm and engaging. Make your audience feel that they are the single most important species on the planet. There is nothing like a little ego massage to get you going. Secondly, never bore your audience with long sentences, jargons, technical terms, and a story about yourself! Most copywriters tend to focus so much on themselves- why they are what they are and so on, that they forget about their objective of writing the copy. Your audience doesn’t care a zilch about who YOU are and why you are selling whatever it is that you are selling. And you know what, they don’t even care two hoots about the product! Seriously! All they want to know is why they should buy your product and what use would it be to them. So before writing about all those ‘salient features’ of your product in bullet points, get your act together and write, instead, what the benefits of your product are.

Your copy is directly responsible for the image of your company. If you write negative things about some other companies or products, it would reflect on the reputation of your company. The best way to keep a squeaky clean reputation would be to avoid indulging in verbal battles. Many companies indulge in rabble rousing copies about how ineffective their competitors’ products are compared to their own. Keep away from any such intentions even if you are tempted to. Always let your customers be the final judge.

The last advice would be to make sure that your product lives up to its reputation. Your copy would have created an image in the minds of your audience about your product. If, by any chance, it fails to deliver in one or more parameters, your customers would write it off immediately. And a negative remark takes negligible time to spread and can seriously damage your reputation in the market.