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Sales Emails: They’re Not About Selling (Really!)

Posted on March 1, 2013February 15, 2021 by The Writers For Hire, Inc.

Want to improve the click-through rate on your sales emails? Stop trying so hard.

Well, there’s a little more to it than that — but the bottom line is, if you want to make sure that your sales emails don’t end up in the spam folder, you need to make sure that you’re not striking the wrong tone with an overly salesy email (studies show that people get more anxious and apprehensive the more you try to sell to them). Your best bet, according to Flint McGlaughlin of MECLABS is to keep the tone helpful and no-pressure — think “customer service” rather than “sales.”

A few other factors that may be hurting your click-through rate? Vague subject lines; emails that look like landing pages, rather than messages; paragraphs that are too long (or too short!); and poor design choices such as the dreaded “white-text-on-a-black-background” look (And yes, people still do that. Even though they shouldn’t.)

To learn more about crafting a killer sales email, watch this free MECLABS copywriting clinic. It’s about 30 minutes long and totally worth it. The live critiques are super-helpful.

Six Quick Tips for Better Conversion Rates: Direct Mail and Marketing Emails

Posted on July 15, 2010February 15, 2021 by The Writers For Hire, Inc.

Unsolicited marketing materials – direct mail and sales emails targeting new customers – generally have low conversion rates. Your artfully crafted letters may end up in the trash unopened, andyour emails might go ignored for weeks.

: Image via Wikipedia

Before shelling out money on postage or spending time on an email to drum up new business, consider the following tips to increase your conversion rates.

Keep it simple. State your business and what you’re offering in the first paragraph or first few lines – that might be all the time you have to get the reader’s attention. Save the details for later in your email.
Use a P.S. line. Reader’s eyes are naturally drawn to the “P.S.” at the bottom of direct mail letters. Use that line strategically to include new information about your product or service; use it to tell them that you’ll call to follow up; or use it to introduce an offer, i.e. “Mention this letter for 10% off service!”
Bulk it up. If you’re sending direct mail, consider enclosing any additional marketing brochures and a couple of business cards.
Add a coupon or special to your letter. But only if it’s appropriate to your industry. Coupons and limited-time offers add a sense of urgency, so readers may react quicker (e.g. Half off Cut and Blow Dry for the month of July). Some customers may switch to your services for the cost savings, and then stick with you if they like you.
Follow up by phone. Again, this may only apply to certain industries. If you’re serious about connecting with untapped customers, tell them you’ll give them a call in your letter of introduction … and then, make sure you call!
Expect to keep sending letters and emails – especially if you don’t follow up by phone later. Space out your subsequent letters every month or two. Sometimes it may take a few times for people to see your name before they pick up and call you or buy your service. Also, people might not always need your service immediately, so they’re likely to toss your letter or email a few times before they need it. Take heart and realize that it’s going to take some patience and perseverance. And when you do send out second, third, and fourth email or letter, be sure to change it up. No one wants to see the same letter over and over again.

Don’t be discouraged by traditionally low conversion rates – the people are Brandwise say that most direct mail campaigns have a 1% conversion rate (they have a cool Direct Mail ROI Calculator that may be useful), and Constant Contact reports that email open rates can vary widely – anywhere from 15-50%, with click-throughs averaging about 4% of those emails that are opened.

Of course, those are just statistics based on a wide range of variables. Use these tips to help maximize your conversions and let us know if you have any questions!

Positive vs. Negative Marketing . . . and Gamefly’s “Bad Game” TV Spot

Posted on February 8, 2010February 15, 2021 by The Writers For Hire, Inc.

So, Gamefly.com has been running this ad lately. Check it out:

People buy bad video games. They freak out, realizing that they’ve purchased bad video games. They continue to freak out, ostensibly because they’re stuck with their bad video games (and out the 50 to 60 bucks they paid for them).

The ad ends with a line that says something like, “Never buy bad games again.”

So, the message is . . . we should rent bad games? The ability to rent dozens of bad games per month, delivered straight to your mailbox is somehow better than buying one bad game? There’s no need to freak out – you don’t have to keep this bad game? You can send it back, and in a few days, you’ll get another bad game (but at least you’re not stuck with it)?

Continue reading “Positive vs. Negative Marketing . . . and Gamefly’s “Bad Game” TV Spot”

Starbucks’ New Instant Coffee Ad: Love it or Hate it?

Posted on October 5, 2009February 15, 2021 by The Writers For Hire, Inc.

In an earlier blog post, I cautioned against ad campaigns that were too trendy or topical, but Starbucks’ new “Via” TV ad is an edgy, hilarious example of why it’s sometimes okay to buck convention. In addition to promoting their new instant coffee, Starbucks takes on a touchy (and waaaay timely) subject: town hall meetings.

If you haven’t seen it, you can check it out here.

Personally, I love it. I think Starbucks took a bit of a risk, and I think they struck the right balance of social criticism and goofy humor. Unsurprisingly, I’ve also seen some negative buzz from viewers who didn’t see it that way: Some feel that by spoofing modern political discourse, the coffee retailer went too far.

What do you think? Did Starbucks cross a line that shouldn’t be crossed? Or is this a great example of edgy, up-to-the-minute advertising?

Recession, Advertising, and Opportunity: Food for Thought

Posted on July 14, 2009February 15, 2021 by The Writers For Hire, Inc.

Seems like when the going gets tough, the marketing budget is the first thing to get the axe. And, at first glance, the logic makes sense – after all, when money’s tight, isn’t it more important to keep the business you already have instead of dropping buckets of cash chasing new clients?

Well, yes and no. According to a recent article in The New Yorker, there’s a lot to be said for boosting your advertising and marketing budgets during a recession. Financial writer James Surowiecki (one of my hands-down, favorite financial writers) points to companies like Kellogg’s, Kraft, Hyundai who have used previous economic downturns to gain an edge over the competition. It seems like while the other guys were playing it safe by cutting marketing dollars, these former underdogs took a gamble and launched big marketing campaigns and new products instead.

And, according to Surowiecki, it worked. Sure, it may seem “safe” to slash your advertising dollars, but companies who keep reaching out to consumers during a recession may just come out on top when the economy gets back on track.

Good news for people in marketing and advertising, to be sure. But, whatever business you’re in, it’s an interesting look at how to gain an edge over the competition.

It’s definitely worth checking out. Read the full article here and let me know what you think – we love to hear from our readers.

Killer Tips for Streamlining Your Copy, Part 2

Posted on July 8, 2009February 12, 2021 by The Writers For Hire, Inc.

As promised, here’s the second installment of my series on packing more punch into your prose. In Part 1, we talked about using strong verbs, ditching the adverbs, and the benefits of active sentences. Those are essential points to keep in mind if you want to inject some life into your writing.

So, this week, I thought I’d share two more of my favorite writing tips. Enjoy! Continue reading “Killer Tips for Streamlining Your Copy, Part 2”

Should You or Your Business Be on Wikipedia? The Pros and Cons.

Posted on May 15, 2009July 31, 2023 by The Writers For Hire, Inc.

Everyone uses Wikipedia – in fact, if I see a Wikipedia entry come up on a Google search, that’s usually the first link I click on.

Can Wikipedia be used for marketing purposes? The answer is certainly – though probably not in the way you think.

A Wikipedia entry on you or your business isn’t going to directly sell widgets or get you your next commissioned painting. However, what it will do is add credibility to your name or brand by putting it up on the web for everyone to see. But, like most things in life, there are a few drawbacks to using Wikipedia.

Pros:

Pro #1: It’s fact-based. Every entry in Wikipedia reads like a page out of the Encyclopedia Britannica. There aren’t any opinions, hype, or marketing ploys allowed on Wikipedia – although the users who post information may be motivated by an opinion they have. Because it’s fact-based, you’ve got an opportunity here to tell people exactly what you do and how you do it, to provide little-known company information and other things that might get lost in your marketing messages or buried in your company website.

Pro #2: It adds legitimacy to your name or brand. Because Wikipedia is a third-party, public website, information on your Wikipedia page may be more valuable to a potential customer than some of the information on your website. You’re accessing potentially millions and millions of users on their terms – no jingles, no T.V. commercials, no propaganda.

Pro #3: You can direct it … in a way. Rather than letting users start your Wikipedia page that may be riddled with errors or even meant to be a low-blow to your good name (see Con #2), why not start the page yourself – that way, you can direct the type of information that’s listed on your page. That’s one way to manage your reputation and point out information that may be little-known. Reference a news article. Link to your website. As long as you stay within the Wikipedia guidelines, you can shape the look and tone of your Wiki entry.

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Cons:

Con #1. Wikipedia isn’t reliable. Yes, it may seem reliable – and it’s certainly popular, often treated as The Bible for any obscure fact that no one could possibly know. I’m sure it’s settled many bets, and probably ended a few friendships. The information is based on user entries, and can be changed or modified by anyone who wants to. Not everything you see on Wikipedia is a proven fact, though it should be. Which leads me to my next point…

Con #2: Anyone can change your Wikipedia entry. That’s right, anyone: a miffed customer, disgruntled ex-employee, the brother-in-law that hates you, even one of your competitors. Anything on your Wikipedia page can have its validity challenged or be modified by anyone. This is good because it keeps some companies from hiding any past missteps – remember, Wikipedia is about public information, not PR. But beware that your Wikipedia page is vulnerable to anyone who disagrees with the information it contains.

Con #3: It needs constant patrol. Since you can’t control all of the information on your site, it’s important that your Wikipedia page doesn’t completely destroy your reputation. Be sure to check your entry regularly to see if it’s been changed – and how it’s been changed. Certainly allow users to contribute whatever they’ve got to your entry – this isn’t a time to let your controlling tendencies get to you. But in order to make sure that your good name isn’t being dragged through the mud by a customer, ex-employee, brother-in-law, etc., you’re going to have to monitor it and respond accordingly.

Remember, nothing on Wikipedia is set in stone. It’s constantly evolving and growing, with new additions and deletions from a collaboration of users. And that fluidity can end up helping or tarnishing your brand if left unchecked.

Tag: marketing