PromoWriting Lands New Control

Anatomy of a control

In case you’re not schooled in direct marketing lingo, a control is a mailer’s top performing promotion. Mailers concurrently test several promotions to discover the one that pulls the most responses, which becomes the control. Testing continues in an effort to topple that control with a new control that pulls even more responses and increases pay-up.

Recently, I found out a promotion I created became the new control, lifting response 29% while at the same time increasing pay up 20%. This is truly something to shout about!

How did PromoWriting create this new control? I teamed up with Patrick Fultz, DM Creative Group. We leveraged our 25+ years of experience as seasoned idea generators and direct marketers developing sizzling concepts and winning solutions.

Speaking of sizzling concepts, we presented 3 extraordinary concepts that were a departure from everything the company had mailed previously. The client chose the “official” approach, a 6” x 11” package with a mock shipping label and bar code. A perforated pull tab enticed recipients to open the envelope. Color palette was red, black and grey on white stock.

Inside was a 2-page official-looking memo, plus brochure and order form with a numbered sticker, an involvement device designed to encourage recipients to interact with the promotion.

“Respond Within 12 Days” was rubber stamped on the order form to increase urgency. An explanation on the back of the order form detailed the rationale for the deadline and described the 100% satisfaction guarantee.

DM veteran shares nuggets from 25-year career

PromoWriting _________________________
SHIRA LINDEN • 203 371-0654 • www.promowriting.com

At the 7th annual Hudson Valley DMA (HVDMA) Meet the Masters event held on October 1 at the Fairview Country Club, JoAnne Monfradi Dunn regaled the audience with tips and tidbits she gleaned over the last 25 years. Currently, Dunn is president/CEO of the Brewster, N.Y.-based database services firm Alliant Cooperative Data Solutions.

Her first piece of advice: Surround yourself with smart people. “Hire slow and fire fast. Find the best people you can, take the time to make sure they are right for your organization, and make the investment in developing them,” Dunn said.

Other nuggets Dunn shared include:

· focus on networking
· excel at customer service
· get involved in industry organizations
· be a critical thinker
· understand statistics
· have strong writing, communication and presentation skills
· under-promise and over-deliver
· never compromise yourself

Dunn’s response to the current economic crunch? Use multi-channel marketing to drive more response. “Be proactive, not reactive. Use data to gain insight. Target smarter,” she advocated.

For help creating promotions that differentiate your company from your rivals, contact Shira at 203 371-0654, via email at shira@promowriting.com, her blog Turbocharged Sell Copy http://promowriting.blogspot.com, or her website www.promowriting.com