Under what category would you grade this article on online business marketing? informative? Productive? Inspiring? Give a thought to this!
A Featured online business marketing Article
How Copywriters Can Bounce Back After a Client Messes Up a Direct Marketing Campaign
Recently a copywriter named Chris asked me what she should do when a direct marketing campaign fails. "How do you bounce back in your freelance business after a client royally screws up a DM campaign?"
The short answer is that no copywriter wins all the time. The law of averages in the business of marketing won't support it.
Many factors must combine properly to make a winning campaign, and the degree of your success will depend on the degree to which EACH element is "right on."
Marketers depend on the copywriter to guide them in the creation of the campaign. So the copywriter should first have her pulse on the two most important aspects of any mailing:
1. The list
2. The offer
The list is the most important element of any campaign because if there's anything wrong with it (poorly targeted, old and dirty, etc.), it won't matter how great your offer is or how masterful your copywriting. The campaign will probably do poorly, or fail.
The offer is the second most important element of a direct response campaign. An expert copywriter will make sure the offer is extremely appealing to the target audience before he ever starts copy. In fact, there are many copywriters (myself included), who consider exceptional offer development to be the "secret weapon" behind their winning campaigns.
So setting yourself up for success is the number one rule for creating winners.
But of course, that's only half the battle. Chris said that the venerable Dan Kennedy once told her face-to-face that if anyone was going to screw up a direct marketing campaign, it's the client.
And while one can't lay 100 percent of the blame on the client all of the time, clients do have a way of monkey-wrenching the best laid plans.
In my opinion, many direct response campaigns fall short of their potential because the marketing team is constrained by time and/or budget. Often times they agree with the copywriter's vision for the campaign, but substitute poor offers for good offers, or push copy too fast, or other types of "corner cutting" to meet time or money pressures.
Other less obvious elements may be at play as well. Years ago when I was senior writer for Rosen/Brown Direct, a well-known direct response agency, we were baffled by a syndrome that emerged.
Our unique selling proposition what that we could get the client blockbuster response rates. On that basis we won lots of clients. But when it came time to execute their campaigns, the marketing directors would often put roadblocks in the way of our success. Richard Rosen and I were puzzled as to why.
Years later Richard told me he'd figured it out: Everyone wants high response rates initially, but if you get high response rates, it raises the bar for future campaigns.
It was his hypothesis that ultimately, the marketing director wanted good but not phenomenal success. This would maintain their job security without setting them up for super-high expectations in future campaigns.
What does this all means to the copywriter who has suffered a failed campaign?
First, all copywriters suffer failed campaigns. (You just don't want it to become the norm.) In fact, if you're doing it right, you're encouraging your client to test lists, offers, headlines, and more. Sometimes these tests will fail.
When I promote myself I pretty much offer "guaranteed" success. But that's only if the client allows me to run the whole show...and that means having a hand in list selection, and in creating the all-important offer.
These are the two most important elements of a direct response campaign...unless you're a mature marketer who's exhausted the available lists to test and tested enough offers to know what works best.
Then, and only then, is copy the sole star of the show. So when making promises, make sure you base your expected success on the confidence you have in the three crucial elements of any on- or offline mail campaign: the list, the offer, and the copy, in that order.
But if everything falls apart, how do you pick up the pieces?
In agencies, and more sophisticated marketing departments, a meeting will sometimes be called to discuss the results of a campaign. If anyone ever tells you there will be a "post-mortem," that's what they're talking about. It's a negative term, for sure, and I'll be glad when it's no longer trendy marketing language as I think it implies an expected negative result.
If the client doesn't call a post-mortem, and the results were dismal, then I'll call a meeting to go over every element of the campaign, and offer a write up as to why I think the campaign failed.
This is a very smart step to take, and for lots of reasons. First, you may uncover a "buried" influence. I recall one client who came to me and said "We don't want any response, we just want them to know we exist." To which I replied, "If we're making the effort, why not see what we can get? It doesn't cost us anything more."
When the campaign pulled a 0.7% response rate, the marketing director was disappointed. But when I reviewed the campaign from beginning to end and wrote up my analysis, we were all reminded that the number one objective of the campaign was awareness; any response would be gravy. On that basis, the campaign was then seen as a success.
A post-mortem analysis will uncover weak offers, reveal poor targeting, and sometimes lead to market intelligence you can use in subsequent campaigns. For instance, a back-end analysis of a recent campaign for the client I just spoke about revealed that the extra cost of personalizing does NOT pay off for a segment of their target audience.
By calling a post-mortem and by offering a written analysis of the campaign results, you show your client that you're not a fly-by-nighter. That you believe in your work. And that you're still their "partner."
I've found that the client is usually willing to work with you to make the next campaign more successful, by learning from past mistakes. Slinking away with your tail between your legs tells them that you were in it only for the paycheck.
Stand up to the situation and see what you (and your client) can gain from it. Not only is it the professional thing to do, but it can turn a failure into a learning experience, and provide value for future campaigns.
About the Author
Master copywriter and coach Chris Marlow publishes a free ezine for copywriters who want to quickly build a profitable business. Visit:
Like other ergonomic keyboards, the Wave includes an elevated palm rest, though not as extreme as the platforms of old. It's also covered in a lightly padded vinyl upholstery that feels soft yet firm under the wrist, as well as a Goldilocks amount of tackiness (i.e., not too slippery, not sticky, just right). The keys are also positioned in a gentle U-shaped arc that nearly escapes the eye, but is apparent once you set your wrists down and start typing.
Recommended online business marketing Items
Ultra Electronics Magicard Opera 100 Color Card Printer
Ultra Electronics Magicard Opera 100 Color Card Printer
This compact, attractive printer is great for all high-visibility environments, such as company reception areas and retail applications. So small and light (only 7lb/3.2kg) it is easily portable.Just add your own PC and web-cam and you are ready to print edge-to-edge full color ID cards.
Sudoku Challenge Unlimited: Play At Joe's Inc.
Sudoku Challenge Unlimited: Play At Joe's Inc.
The Sudoku Challenge Unlimited- the latest puzzle craze sweeping the globe! Play the Japanese numbers game that's driving everyone mad. We guarantee that once you've tried one Sudoku puzzle you'll be hooked. The deceptively simple goal of Sudoku is to fill in the missing numbers in a 9x9 grid. It s a puzzle of logic and reasoning and doesn t require any calculating or special math skills; all that is required are brains and concentration. Simple Easy Medium Hard Very Hard and Wicked levels of play. 'Pencil Mark' feature helps solve puzzles. Over 3 Million different puzzles to solve. Individual profiles for the whole family! System Requirements:PENTIUM III 450 MHz 128 MB OF DEDICATED RAM VIDEO CARD (16 BIT / 32 MB) 20 MB FREE HARD DISC SPACE Format: WIN 9598ME2000XP Genre: ENTERTAINMENT / SOFTWARE UPC: 884091120041 Manufacturer No: 884091120041
Customer Review: HORRIBLE installation and the game playing isn't that great!
The installation is slow for such a small simple game as it goes through some sort of verification procedure in which it told me I had errors but loaded anyway. Once I was playing the game it's slow going because you do have to click on the actual number to input it. I didn't have grid line problems like the other reviewer but I found it hard to focus because of the way it highlights both row and column per axis point. It's disconcerting if you aren't used to thinking about the grid that way. The hint feature isn't a hint it's more like it will just do it for you. Also you can't get rid of the hint's input. So if you thought it would give you options or highlight a row or column then think again.
My main complaint however is that it will not allow you to play it without having the original CD in the drive. No matter what. I like to play music in my CD drive while playing games but I guess in their quest to make sure no one cheats them out of one cent my music or any other use I have for the CD drive is just not important. I feel totally ripped off by the company and will attempt to return the game. It got one star because you can actually play the game.
Customer Review: A disappointment
I am addicted to Sudoku, play online a lot and buy the books. This was my first CD purchase and I am very disappointed in it.
First, you can't just type in the numbers, you have to click on a number on the side of the grid and then click on a square to put it there. It's a very slow way to play and distracting. It's especially annoying as I keep forgetting to click the number and end up putting the wrong number in the grid. I suppose with more play I would get used to it, but I'm not really sure I want to bother.
Second, Sudoku grids need to have clean lines and be easy to read, and this isn't. I spend far too long trying to locate the numbers I have already entered. This doesn't happen with the online games I have played.
I think it must be a memory hog as it runs quite slowly and jerkily at times, my mouse overshooting a square quite frequently. Maybe someone with a newer computer wouldn't have this problem.
There's also no way to reset the statistics or edit users, or to pause a game so the timer stops while you answer the phone, etc.
It does have some good points, lots of games and several different levels, but overall I was very disappointed.
Logitech Cordless Desktop Wave Set
Logitech Cordless Desktop Wave Set
Logitech is touting an advancement in comfort and usability design with its ergonomic, cross-platform Cordless Wave keyboard. There might be some marketing hyperbole to this claim, but after a week of typing with the Wave, I'm not sure that I could live without it. (This Cordless Desktop Wave also includes the ambidextrous LX8 scroller laser mouse.)
 Contoured, wave-shaped key design conforms naturally to your fingers. |
As someone who writes for a living, my computer keyboard is one of the most important tools I have and one that I'm connected to for hours every day. I've gone through many models over the years to get just the right one, and I currently use the Matias Tactile Pro on my Mac as it provides some of the best keystroke feedback I've found (which is the polar opposite to the frustratingly squishy keyboards that came with my HP and Apple PCs).
While the rolling contour of the keyboard layout was barely perceptible, my fingertips took to the Wave easily. It felt like each key was indeed designed specifically to fit the finger that was mapped to tap it. And the keys combine a springy action with a final tap that's not too loud, but both tactile and audible enough for instant feedback. As my week of testing progressed and my fingers grew more accustomed to the Wave, I actually felt as if my typing was both more accurate than on the Tactile Pro as well as a touch faster.
From an ergonomic standpoint, the Wave's gradual curve isn't immediately noticeable, but after a few days I found my elbows weren't hunched next to my body as they were with the straight keyboard, freeing both wrists and shoulders from strain. That said, if you require more substantial ergonomics for your typing (such as the curve and height of the Microsoft Natural), you might be disappointed by the relative flatness of the Wave.
 The Delete key has been elongated and the Insert/Help key moved above.. |
The keyboard is supplemented by a plethora of system-specific feature buttons--including Flip 3D, Gadgets and Media Center in Windows Vista (aka, Expose, Dashboard, and Front Row on the Mac)--as well as quick access to your selected audio program and full playback controls (including volume). All functions can be customized using the included Logitech Setpoint utility (or Control Center within the Mac's System Preferences).
The Desktop Wave package is completed with the inclusion of the symmetrically designed LX8 laser scroller mouse, which can be used by either righties or lefties. The comfortably curved sides are supplemented by a rubbery finish that's easily gripped. It's more compact than the Microsoft Intellimouse we've been using, though just a bit heftier. That said, it glided easily over our desk's surface and was very precise once we configured the tracking speed. Both mouse and keyboard connect to your PC via a wireless USB dongle that looks like a flash thumbdrive. Its small size makes it easy to pack along with the mouse for work while on the go, and it also comes with a dock for desktop use. Both mouse and keyboard are powered by two AA batteries.
When I began reviewing the Cordless Wave, I wasn't looking for a new keyboard. But thanks to its excellent typing action, unique comfort features--from the contoured design of the keys to the padded wrist rest--and the plethora of customizable functions right at the tip of the finger, it's time to part ways with my old keyboard. --Agen G.N. Schmitz
Pros:
- Innovative contoured design of the keys conform naturally to your finger lengths, excellent typing action
- Padded vinyl wrist rest adds soft comfort and allows easy movement
- Loads of function and multimedia buttons, all customizable using included software
- Cross-platform, including compatibility with special features in Windows Vista
- Laser mouse is symmetrically designed, for use by both righties and lefties
- Shifting of some keys might annoy some, but delight others
- Might seem flat to those who need more substantial ergnomics
Customer Review: 5 star
Logitech Cordless Desktop Wave and Mouse Set
I am very pleased with the purchase and proformance.
Thank you
Customer Review: Good next to your desktop--Poor when using with your HDTV
I purchased this Wave keyboard/mouse combo planning to use it with my HDTV. Since I've bought a big LCD, instead of browsing the internet on my tiny laptop screen, I hook it up to my TV and use that as a monitor. The downside is that I need a cordless keyboard/mouse combination to actually control the computer. I stumbled across the Wave combo and loved its fantastic reviews. One item that caught my eye was some people said they had trouble using keyboard while sitting on their couch about 8 feet away from their computer. I should have listened to those reviews, but instead listened to the other reviews and manufacturer claims extolling the great signal strength. They were unfortunately wrong. I should have gone with the Logitech diNovo Edge. But first, the good.
The keyboard, while a little bulky to keep on your lap, is excellently designed. The curvature of the keys does make an impression on your fingers and feels very comfortable typing. Plus, the inclusion of the numberpad on the right makes it easy to type out strings of numbers. The best feature, however, is the redesigned home key row (where they put page up/down, home/end, insert/delete). Back in the past, when hitting home or end or delete, I'd often accidentally hit that annoying insert key as well. Then, while looking down at a piece of paper while typing, I'd realize that I'd just typed over a significant part of my essay. How annoying! Thankfully, the Wave keyboard moves the insert key up to the top, by the f12 key so you don't accidentally hit it anymore. Such a small but meaningful change. I'm surprised it's taken so long to get around to that!
Unfortunately, the keyboard's excellence fails to make up for the mouse's mediocrity. If you've been using the standard microsoft mouse for the past five years, then maybe you'll be fine with this mouse. For me, a Logitech VX Revolution at my work computer has spoiled me. The included mouse in this set doesn't have the extra buttons or ergonomic design of the newer mouses on the market. You may think that's ok, but after using the VX Revolution, my hand feels too cramped going back to a previous generation mouse. Trust me--try the VX Revolution (or similar style mouse) and it will change your life.
Further, it's difficult to use the mouse on my couch. Sure I can get a mousepad and move the mouse over that, but it feels uncomfortable. It's just not practical to use the mouse when browsing the internet from your couch. A much better bet is to purchase a keyboard with a built-in trackpad, like the diNovo Edge.
Lastly, the signal strength is just way too poor. While the keyboard was generally fine, sitting 6-8 feet from my TV and computer caused serious problems with the mouse. Also, there needed to be a clear and unobstructed line of sight from the receiver to the keyboard and mouse. While the keyboard is good, the signal strength is just not practical enough to use beyond 1-2 feet. My best recommendation is to go with the fantastic Logitech diNovo Edge, whose bluetooth signal enables you to be anywhere in the room.
Lord Stanley's Cup
Lord Stanley's Cup
Hockey's coveted Stanley Cup, the most remarkable trophy in sports, is the subject of a glowing tribute on this DVD produced in association with the National Hockey League. The fabled cup is all about tradition, and it is unusual because it is the only major sports trophy to contain all the names of the players on the teams who have won it. The addition of new silver panels engraved with each year's victors is the reason the cup's base has grown larger with the passing of decades. This documentary, hosted by comedian Denis Leary in an uncharacteristically respectful mood, features crackling game footage as well as interviews with players who explain their lifelong quest to skate around an arena victoriously holding the legendary trophy high above their heads. An unusual aspect of winning the cup is that each player on the triumphant team gets to keep the cup for 24 hours during the off-season, and an offbeat segment of the documentary shows how players have taken the cup fishing, have taken it on visits to patients at hospitals, and have even snuggled up and slept with it. A feature on fan craziness during the playoffs features a lighthearted montage showing a multitude of homemade Stanley Cups worn by fans as headgear, and special features on the DVD include concise and lively highlight films focusing on the final games of the 1999 and 2000 Stanley Cup finals. Lord Stanley's Cup is a fitting celebration of this storied trophy. --Robert J. McNamara
Customer Review: Boooring!
Have you ever watched mud dry? Well I can guarantee that it might be more entertaining than this film. A great idea lost by poor production quality, no story telling ability and strange production choices.
Good for the hockey fan who wants to catch some highlights. Otherwise, good luck staying awake!
Customer Review: For the Hockey Junky
We are a hockey family - live and die by it - and have been without it for a year. This is an excellent hockey special discussing the history of Lord Stanley's cup. It is basically an ESPN special I think, so you are getting a TV show on a DVD. But if you have wondered what the deal is with the cup, where it comes from, how do they fit on the names on it, why they hold it over their heads, and who is the guy in the commercial with the white gloves who is carrying it around -- it's a good show.
Current online business marketing News
Staying afloat: Hawthorne Cove Marina Inc.
Sun, 11 Jan 2009 00:23:30 GMT
Russ Vickers has learned that the best way to keep his marina business afloat in a challenging economy is to go overboard on service.
Barnes & Noble names president of online business - Trading Markets (press release)
Fri, 09 Jan 2009 12:40:04 GMT
Barnes & Noble names president of online business Trading Markets (press release), CA - Mr Lynch joins Barnes & Noble from HSNi, where he was executive vice president of marketing and general manager of HSN.com. From 2004 to 2008, ... Barnes & Noble picks HSN exec to lead e-commerce division Barnes & Noble names online president William Lynch moves from HSN to Barnes & Noble |
Business Wire - Steel Vault Appoints Two New Board Members
Mon, 29 Dec 2008 08:00:00 GMT
December 29, 2008 -- Appointees have significant industry and public company experience DELRAY BEACH, Fla. -- IFTH Acquisition Corp., d/b/a Steel Vault (OTCBB: IFAQ)...
posted by Scott Smith @ 7:08 PM
0 comments
