CAT | Idea Corner

Aug/10

12

Idea Corner – Useful Tool for any writer

Comments off · Posted by Admin in Idea Corner

A very useful tool for any writer is a swipe file, a place to collect examples of effective writing that comes to your attention. A swipe file can contain anything you want it to – headlines; introductory paragraphs, body copy, guarantees, interesting phrases or slogans, display ads, direct mail marketing pieces, e-mail messages, graphics, photos – anything that might serve as a future idea starter. It is a good idea to organize your swipe file into subsections to make searching for ideas easier, and to base it on hard copy rather than digital files.

Look for material for your swipe file in anything you come across that is sales-related. Instead of tossing direct mail marketing pieces unopened, take a look and see if thereís anything suitable for your swipe file. Likewise for e-mail advertising messages. The more you view and collect, the more useful your swipe file will become.

Do keep in mind that the purpose of a swipe file is to generate ideas, not to plagiarize. Your goal is to adapt the information in your swipe file to your own needs, not to copy it outright.

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Jul/10

16

Idea Corner

Comments off · Posted by Admin in Idea Corner

A recent survey of small businesses owners conducted by the Hewlett-Packard Company revealed that very few felt confident about their marketing efforts. Almost half (46%) claimed not to have any general marketing expertise, 60% said they could be doing a better job as marketers, and only 18% felt confident about creating their own marketing material.
If this describes you, then take note: we can help. Many of Roots small business customers routinely turn to us for help with developing a promotional campaign, creating a logo and graphic identity, and writing sales-related copy. Because we have worked with so many companies over the years, we have developed sensitivity for what works. Using a series of probing questions, we’ll guide you through the process of determining who your target audience is and how to reach them. For more information or to make an initial appointment for a consultation, contact Tod Driver at 949.581.0700 or email to tdriver@rootcreativegroup.com.
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Jun/10

29

Idea Corner – PURL

2 Comments · Posted by Admin in Idea Corner

An outgrowth of the capabilities of variable data printing is personalized URLs (PURLs) on direct mail marketing pieces. A PURL is the web address of a landing page that is unique to the individual recipient of the marketing piece. A PURL combines a response device with a web site.

When a recipient goes to the PURL landing page, the response device is immediately filled with the recipient’s contact information (such as name, address, telephone, e-mail). With the click of the mouse, the recipient can request information or take advantage of the offer. And as soon as that happens, the PURL generates an e-mail message that is essentially a sales lead. The novelty of the PURL, combined with the ease of responding, is said to increase response rate.

Some applications for PURLs include requesting a free sample, information, or trial; to take advantage of an offer or a discount; to RSVP or register for an event; and to complete a survey.

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