When it comes to GPS tracking systems and employers there is a lot of talk about how they can be used to help make certain that employees are doing what they are supposed to do, when they are supposed to do it. There is no doubt that many an employee has been caught going somewhere they were not supposed to, driving faster than they were supposed to, or leaving the car idling for much longer than is necessary or economical. And, yes, as an employer you may find yourself making an example of an employee through reprimand or other action once a GPS tracking system singles out someone as an abuser of company property.

It is also possible that you may find that there is some extenuating circumstance or reason other than flagrant rule-breaking that accounts for an employee\’s lackluster performance. It could be anything, really. An employee who has started drinking a lot of water for health reasons could be stopping off to use the restroom more frequently. Adjustments can be made, but this is something that you wouldn\’t know if you hadn\’t installed a GPS tracking device in your company vehicle.

There is also another use for all of the information that you get with a GPS tracking system. What about using that information to reward employee excellence. If your GPS tracking devices show that there are employees who consistently complete deliveries on time, stick to the assigned route, obey the speed limit and do not waste exorbitant amounts of gas idling, why not find a way to let them know you appreciate their efficient work?

Now some people will say it makes no sense to reward someone for doing what they are supposed to do, and I can understand that line of thinking. There is not need for a grand ceremony to honor a person for performing the job duties they agreed to perform. You can, however let someone know that you are aware that they take the time to do good work.

GPS Tracking Systems
McCord Web Design

Building your brand with the help of product is no more passé in today\’s modern era. In order to promote your brand and make it a main tool for advertising, items are gradually taking front seat any shadow of doubt. Among the other products, promotional keyrings are becoming brand recogniser day-by-day. This advantageous gift while given to anyone with the tinge of professional warmth and personal touch, it becomes the matter of pride to the giver and factor of happiness for the receiver.

Personalised keyrings have become forever-friend for any types of key. As nowadays market is up with printed keyrings, they do wonder while they decorate your office desk as a showpiece and even, any cosy corner of your personal retreat. By showcasing this product, any company can easily catch the attention of the vast number of customers in a trade show, events etc. And as we all know, showcasing any product in a stylish manner is the main focus of advertising. Your advertising strategy can become one of the powerful weapons for your product-selling with the various items presented online.

We always need to unlock any lock with the help of a key; and those keys are always required to be kept securely within the keyrings. Keeping all the keys in the same place makes us aware from losing it. Thus, a keyring is the integral part of the safer life. So, while gifting it to the customer as add on to the service, this type of useful product no wonder, make the difference in the marketing strategy. With the help of printed keyrings, which come invariably in different design and style, you can make it an excellent piece of brand promotion by engraving all the company details on it. Customised keyrings with mesmerising contour and inventive shapes always act as the brand ambassador while found imprinted with company name, address and web-address on it.

Even visual merchandising by putting your branded product with the company tag can do wonder, if you have any window to showcase your product. Making each and every items and promotional keyrings unique in style and eye-catching in colour, is the main work of online stores. If your company is gifting your client this type of promotional keyrings with the innovative design, then your imprinted company name on the surface of the promotional gifts would reflect your brand presence in the hand of everyone, whoever is bearing it. And that will, obviously, do the miracle in order to solve the purpose of propaganda of your product and services in the competitive market.

Tina Rinaudo is one of the leading lights in the UK promotional keyrings industry. Tina is a key member of YesGifts, the UK\’s fastest growing online promotional items resource specialising in promotional pens, mugs, mouse mats, umbrellas, conference items and much more. For more information please visit YesGifts.

DRTV or direct response television advertising is a rough and tumble business. Few products have enough mass appeal to work. Conservative estimates reveal that only one in 20 products tested actually turns a profit. And those that are successful have their market share eroded almost immediately by knockoff artists.

It\’s enough to turn your hair gray and make your teeth chatter. But even though no one has a sure-fire formula for success, there are tactics that insiders use to improve their odds for success. Here are a few of them:

• Offer a unique product. Retail is still king because it\’s faster, easier, and cheaper for most people to buy at a local store. So if you want people to buy from you on TV, you must offer them something special. The Hairagami lets women fold their own hair into complex styles. The TapLight lets you instantly add a little light fixture anywhere. Louie The Loud Mouth Bass looks like a plaque but starts moving and singing when it senses you\’re near. The more unique your product, the better. Just remember you need at least a four-to-one markup (preferably six-to-one) to make money because of the high cost of media.
• Make a direct pitch. Ron Popeil got his start selling food choppers, shoeshine spray, and plastic plant kits on the street, in stores, and on the fair circuit. He was a pitchman. And DRTV grew out of this direct selling approach. If there\’s any real secret to success, this is it.
• Solve a problem. This is the classic DRTV formula. Can\’t reach that bolt? The Squeeze Wrench promises to work in tight places where pliers, ratchets, and wrenches won\’t fit. Not all TV products solve a problem per se but offer something unique for a better price, such as a USA Quarters Map for only five dollars as opposed to twenty dollars or more for others.
• Push your USP. Your unique selling proposition positions your product and sets it apart from all others. The IGIA Laser White is the “world\’s first and only laser toothbrush.” Always show how your product is the best, the easiest, the most, the first, or the only.
• Dramatize benefits and results. The infomercial for the Ronco Showtime Rotisserie spends little time on the product itself, demonstrating instead all the mouth-watering food you can make. George Foreman doesn\’t just tell you that his grill drains off fat; he cooks up some burgers and shows you the fat dripping into a dish. People believe what they see. So show what your product can do for them.
• Make a powerful promise. This should be your primary benefit or claim stated clearly and directly. The Steam Bullet promises to “clean and disinfect your entire home with just the power of steam.” Mega Lip promises to boost your own natural collagens and plump up your lips “within 29 days.” Just be careful about over promising. You don\’t want to disappoint customers or invite complaints and lawsuits.
• Establish high perceived value. Your price should already be attractive. But you can make it even more so with a technique called “perceptual contrast.” A commercial for the Euro Sealer points out first that “an electric sealer costs over $200.” Then it offers you the Euro Sealer for just $19.95. Contrasting the higher price with the lower price makes the lower price seem more attractive.
• Add value with extras. The Popeil Pasta and Sausage Maker seems like a good deal at $99.95. But when you see that it comes with a recipe and instruction booklet, instructional video kit, 12 pasta shaping dies, pasta measuring cup, automatic pasta cutter, Italian sausage horn, 12 feet of Italian size casings, and Italian spice seasoning, the deal seems irresistible.
• Use real testimonials. You\’ll be tempted to script them or hire actors. But you should resist this temptation. Real words from real people always look and sound more believable.
• Make a strong guarantee. A 30-day money back guarantee is standard, but don\’t be afraid to strengthen it. One simple way to do this is to incorporate your promise. The Ab-Doer guarantees “you\’ll lose at least two inches from your waist in just the first ten days or your money back.”
• Be realistic. Most DRTV programs have a life span of about eight months, so you have to plan for obsolescence. And don\’t ignore retail, upsells, offer inserts, and back-end list exploitation. Money is green no matter what marketing channel you use.

About the author:

Dean Rieck is a direct mail copywriter, designer, and consultant who has helped over 200 leading direct marketing companies increase sales, generate leads, and raise funds with winning direct mail, ads, e-mail, sales letters, brochures, postcards, radio spots, and more. Learn more about Dean\’s direct mail copywriting and design services and sign up for his free monthly newsletter at www.directcreative.com.

Copyright © Dean Rieck. You may reprint this article online provided that you keep the links live and keep all the content “as is,” including title, author byline, article text, and “about the author” information.

It was 4:45 pm, on a Friday. Abiding the cardiologist orders to take it slow and no straining, my husband took the elevator from our garage to our living area. Then I heard the elevator alarm go off and thought, “THAT little devil is playing with me!” And I kept about my unpacking, totally disregarding the alarm barking in the background.

#1 - Pay attention to that self-talk.

As a salesperson, have you ever heard that internal voice, your self-talk, say something to you and then ignore it? Maybe you\’ve had a thought like, “You should follow-up with Mr. Smith who you met at that networking event.” Or, “I really want to meet John Jones because I\’ve heard they are looking around for (your product or service.)” Then, you just go about your other things to do, but that voice continues to talk to you. Pay attention to it as it\’s trying to send you a positive message.

I heard the alarm go off again and thought, “Hmm, what\’s going on here?,” walking over to the elevator. That\’s when I heard him yell, “Get me outta here!”

#2 - Stay away from the triplets, shoulda, coulda, and woulda.

Some self-talk just never stops does it? It just elevates itself into should, could or would statements. That can cause salespeople to talk even louder or more negatively to themselves. Most salespeople then add to the problem and get further stuck in negative land by adding the triplets, should have, could have and would have, into their phraseology. Word of caution: leave the \’triplets\’ home!

When I went to investigate, I found that the elevator had stopped just one foot of letting him off to our living area! It took two calls and ten minutes to the elevator emergency repair team before they returned my calls.

In the meantime, I had about 3 to 4 tools in hand trying to get the hinges off, or the latch hook off the door. We were both SO concerned about preserving the dang door that we didn\’t consider the potential damage to my hubby\’s health! We called our community police and they sent the lieutenant.

#3 - Use as many belief techniques as you know.
How many tools do you have on hand to identify and let go of limiting beliefs or negative feelings? These keep you from moving to that next level you want to get. There are many belief releasing tools. The Sedona Technique, Emotional Freedom Technique or one called Love Letters are just a few you can use.

Why so many tools? Sometimes one will work better than another at times. Sometimes it\’s not just a friend you need to talk you through getting over a lost sale. Add a coach to your toolbox and you will move along much faster.

THEN finally with elevator tech on the way, the three of us decided to call the fire department. Since he IS scheduled for heart surgery, it MIGHT be a better route than waiting the hour. Within 5 minutes, three trucks pull up in front, with about 8 or 10 firemen (no hoses), who come through the front door.

#4 - To get unstuck, just get doing.

Besides the obvious and cliché “two heads are better than one,” as human beings, we have to get busy on the doing part.

If you are stuck in any part of sales reluctance, sometimes the easiest thing to do is to just get going doing something. Let\’s say you procrastinate about calling on a certain prospect. Could you consider sending an email or a greeting card? Do it! Or perhaps you could call someone you know who may be able to ask for an introduction for you? Do that. If you do one thing - like call the community police - you\’ll have momentum to do other actions - like call the fire department.

So lessons learned, 1- listen to your self-talk, 2- monitor self-talk so it doesn\’t go the shoulda, coulda, woulda path, 3- consider a variety of options including a coach, to test and shift your beliefs, and 4- take it one step at a time and you will move more quickly to the level of success you want.

Taking what may seem like smaller actions actually do help you in selling to more people more often. Stay tuned for part two of, “Sales Performance of Top Salespeople.”

Sign up to receive a FREE Report, FREE ezine and FREE Teleclasses from Pat Weber - America\’s Sales Accelerator Coach, specializing in Introverts and Shy people at http://www.prostrategies.com

Uncover your selling strategy with quick assessment tools at http://www.prostrategies.com/free/SalesAssess.php

Join me and guest speakers on my monthly FREE series of answering your questions about sales reluctance. Enter your question at http://www.askpatweber.com

My husband was stuck in our home elevator for 75 minutes. The inside elevator door latch had no hinge for him to grab and my attempts to remove the outside door hinges failed. A community police officer couldn\’t budge them off either. And the eight firemen, who repeated all the same steps and more, could not free him from being stuck between floors.

#1 - Top salespeople recognize that a step back can be overcome by a step forward.

As a salesperson have you ever lost one sale, and then another right behind it? Or have you ever procrastinated on activities like follow-up or delivering a proposal or giving a presentation?

Maybe it was a situation of dealing with objections and you felt like you weren\’t making any forward movement.

It may at times seem that all your efforts to help your prospect buy are going nowhere. Still you continue to take inspired action expecting positive results in the long run, by calmly taking a step back and looking at how you can entice your customer going on from this point.

Much calmer with about an hour having passed, my husband asked me to get the smallest screwdriver I could find so the firemen could hand it to him through the two inch opening between the bottom of the door and the floor landing.

#2 - Top salespeople stay focused on the customers needs.

By staying in touch with sales prospects, it may seem like you are not moving ahead. However, if you have your eyes on developing the sales relationship more than getting the sale, you will eventually move forward in the sales process; it is inevitable.

Assuming that as a salesperson you bring sales skills, product or service knowledge and excellent personal relationship skills, it could be just a matter of time, more the customer\’s time, that you indeed have a new customer.

When you stay focused on the customer, you are most assuredly going to find a solution you can sell and they want to buy.

I did not hear my husband\’s request for a small “Philips head” screwdriver, so two trips to the garage became necessary, and caused a delay in getting him out of the elevator.

#3 - Top salespeople that can distinguish hearing from listening, do more listening.

Listening is so critical. In an October 2005 article I wrote, there are 6 key “hearing aids” to listening. (Visit my wbsite and check out the Newsletters section and click on October 2005 issues to read this article.)

My clients often miss key or operative words in either their own self-talk, which they speak aloud with me. At times we may debrief a client conversation and we find that they may have also missed key or operative words with them as well.

With listening you will know how, when and what to respond to. If you only \’hear\’, you may miss valuable key phrases.

My husband fit his hands in the smallest of spaces to unscrew four screws of the latch box that was a foot above him. Then with a push on his end, a tug from the fireman on the outside, his smiling face was looking up at all of us. A couple of the firemen reached down and gave him a lift out of the stuck elevator.

#4 Top salespeople stay the course.

For salespeople, there is practically no better skill than focus and persistence.

Focus on helping to solve the prospect\’s problem. This is different than focusing on merely getting the sale.

Persistence includes staying in touch with the prospect. In a recent survey, 80% of salespeople reported they find their follow-up skills are a hit or miss process. This behavior is inconsistent with persistence. So knowing how to follow-up easily, strategically and without feeling like you are bothering someone, is a key to the success of increasing your sales results!

Lessons learned, 1- take a step forward for every step back, 2- stay focused on the customer, 3- listen instead of just hear, and 4- focus and persist with each prospect.

Top salespeople do all of this and more. Move yourself into higher sales by adopting these beliefs and actions.

Sign up to receive a FREE Report, FREE ezine and FREE Teleclasses from Pat Weber - America\’s Sales Accelerator Coach, specializing in Introverts and Shy people at http://www.prostrategies.com

Uncover your selling strategy with quick assessment tools at http://www.prostrategies.com/free/SalesAssess.php

Join me and guest speakers on my monthly FREE series of answering your questions about sales reluctance. Enter your question at http://www.askpatweber.com

At some point we all end up either writing our own marketing or working with someone who is writing our marketing. It\’s hard work. If you have a talented copywriter already, you are probably done reading. For the rest of us, here are some tricks for putting what we want on paper.

First, the steps of designing an ad, in order, are:

1. Express the idea for the ad in one sentence (if you\’re working on a catalog or larger advertising work, the advice is different and not our focus today). Why one sentence? One thought is all you can effectively convey in one ad. Examples include:

“This ad will generate traffic by promoting our visit-with-the-expert Thursdays.”

“This ad will generate sales for a specific product.”

“This ad will engender good will for my business by sharing the results of our community action project.”

“This ad will generate new service contracts by making people laugh, which shows them how fun we are to work with.”

Each example states what you want to accomplish (sales, traffic, good will) and how you expect to accomplish it. You have only a few seconds of your prospect\’s attention, so make those seconds work.

2. Always write copy before designing or selecting visuals. Resist the inclination to do the reverse. Graphics and photos are gratifying. They make us feel as if our ad is coming together, they\’re creative, and they\’re fun. But graphics are intended to do three things: a) capture the prospect\’s attention, b) amplify the message, and c) reduce the number of words required by translating them to a visual medium. Most non-professional ad designers only accomplish the first task.

3. Write, rewrite, and rewrite, the words. Any capable writing teacher will tell you the nature of good writing is re-writing. If the words don\’t flow from your pen or your keyboard, it\’s not because you can\’t write. It\’s normal. We\’ll come back to this step in a moment.

4. Once the words are written and edited, design the graphics. If you\’ve done the hard work, you\’re probably in love with your copy. Beware! The role of graphics is to further reduce the need for written or spoken words. If a graphic can convey the ad\’s mood or personality better than adjectives, drop the adjectives. If a graphic can clearly and powerfully convey action, you might drop a verb or a directive sentence. If you\’re too in love with your words, the graphics won\’t be allowed to make their full contribution.

So let\’s discuss writing and re-writing. If you\’ve expressed your idea in one sentence (Step 1), you\’re on your way. I recommend you begin by writing the ad without concern for the number of words, if they are the best words, or if your sentence construction and grammar are correct. Say everything you want to say in the expression of your one idea. Self-editing while writing is a common reason for not being able to write at all, so let yourself go. The editing will come next.

When you have one long, somewhat sloppy, not-quite-publishable thought, stop and get a cup of coffee. Celebrate! This is a big accomplishment.

If you are writing in long-hand, re-write (print not cursive) with enough room between the lines for editing notes and marks. If you are working on the computer, print a double-spaced copy. Editing requires uncluttered thinking. Approach editing with a clean desk and a red pen in hand to prepare your brain for the work you must do. You\’ll also need a thesaurus and a dictionary. Now you will take four \’passes\’ through your copy.

Pass one: Count your adjectives. I highlight them. Most writers clutter their writing with adjectives, turning a swift run around a smooth track into a jog through soft sand. Eliminate repetitive adjectives. Three adjectives in series are never as powerful as one perfect adjective. Use your thesaurus to develop a list of options and your dictionary to probe precise definitions. Avoid million dollar words. Keep it simple while conveying refined meaning.

Pass two: Examine your verbs. Public advertising enemy number one is passive voice. Saying “our business was recognized by the governor for our contributions to state literacy” is passive. Saying “Governor Thomas praised our business for our contribution to state literacy” is active. Purdue\’s online writing lab is a good resource for understanding passive and active voice.

Pass three: Organization. Make sure your ideas are in the optimal order. Switch the sentences around to smooth flow or escalate energy. An advertisement is an argument for someone\’s money. Build your ad as you would build a case, so by the time your prospect arrives at the call for action they\’ve been primed to respond.

Pass four: Grammar. Do you dread this part? Most people do, because they don\’t feel competent. Tackling grammar after the first three passes is surprisingly easy. Read your copy out loud. Your ear will hear grammar and structure problems that your eye did not see. Still uncomfortable? Many online resources can help you. Try the Well Bred Sentence for starters.

If you have followed these steps you are either done with your ad or remarkably close to finishing. Is it perfect? Probably not. But it\’s considerably better than it would have been, and you can trump writer\’s block when you follow a process.

Advertising is communication. When you want to stop a child from running into a busy street, you instinctively choose abrupt, succinct, loud communication. If you want to convince your spouse to make an expensive but unnecessary purchase, you naturally choose conversational, persuasive communication. You already know how to choose communications styles. Combine the correct communication style with thoughtfully constructed copy that clearly conveys one idea, and your ads will be better than ever.

(c) 2008, Andrea M. Hill

Andrea Hill is the CEO of Hill Management Consulting, which provides small and medium sized businesses with big business consulting expertise on a small business budget. HMC\’s talented business strategists provide services from strategic planning through operations design. Click on the link below to find out how HMC can help your business.

http://www.hill-management.com

http://ruminations.hill-management.com/

Running a business can be fun, but many successful business owners have come to a tough realization that in a business environment, they have no friends. They have employees that are dedicated to the company and they may have customers that are loyal, but the bottom line of the business is the prime concern they have to watch. One of the biggest obstacles they face in the say to day business operations is their own emotions and they need to leave them at home when they head for the office.

For instance, a business owner is approached by their financial expert who tells them they have to cut half of their workers loose in order to meet expenses. This can be an emotional time for the owner as on one hand, many of the workers are loyal to the company and are very productive. On the other hand the company needs to be able to run leaner to make ends meet.

Simply based on the emotions of keeping the business operating, the solution may seem obvious in cutting half the workforce. However, before making that call the owner needs to look at all the facts and not just the financial ones. Questions need to be asked such as how long wills this lack of income last. If we layoff employees, how much will be spent on unemployment compensation? What are other options in cutting expenses, such as is the finance guy really necessary?

If half of the workforce is let go, what will be the effect on productivity and customer service and will the remaining employees be able to handle everything without the additional help? After thoroughly understanding all of the available options and the effects of instituting any suggested changes it is found that half will need to be let go, then that is the right decision for everyone.

Decisions have to be based on how the outcome will affect everyone involved and not just the ones being laid off. Sure, it is a tough decision but one of the responsibilities of a business owner is being able to make the tough calls, knowing it is the right one for the business as well as for the remaining workers. Unfortunately, there is no hard and fast rule about which employees will need to go away. Seniority may be the deciding factor, but some businesses use productivity instead.

For example, a new hire may produce as much or more as an employee with several years experience, the new hire may be a better fit. Owners should never look at payroll as a deciding factor as getting rid of some of the higher paid, long-term employees is also getting rid of loyalty as well as experience.

The decision should be based on who can offer the most to the business, a decision based on facts rather than the emotions of who needs the job more. From a cold fact point of view, if the worker needs the job that bad, they have probably been a consistently hard, productive asset to the company.

Dock J. Murphy is owner of Plug in Profit Site.com and writes on a variety on a variety of subjects.

To find the best work at home business online opportunity and ideas so you can work at home visit:

http://www.globalwealthdjm.com

About the Author:

To find the best work at home business online opportunity and ideas so you can work at home visit:
Make a Decision to Work at a Home Business Online Opportunity

Create WOW Factor and increase retention of your message and brand with Corporate Cartooning.
Please don\’t tell me HRD/Training Managers that you\’re still hanging those “Employee of the Month” plaques in your lobby that make even the most professional employee look like a felon– let alone valued and important! Alas, don\’t admit that your training manuals would even put a die-hard reader of Popular Mechanics to Sleep! Do your Employee Retirement Parties bring tears to everyone in the room, particularly the retiree, because of a lack of imagination or real thought? Well, perhaps it\’s time to get funny (literally) and create WOW! Training Materials and Recognition Programs that engage us and capture our attention. “Corporate Cartooning”

Cartooning and Animation represents a media that engages both a new generation of Gamers as well as the Traditional Comic Book Enthusiasts. Here are 5 ways to put Cartooning to Work to motivate, educate and reward both customers and employees in Training Programs, Annual Meetings and Corporate Recognition Events.

5 Ways to put Corporate Cartooning to Work in Your Company:
1. Bring the WOW Factor to Customer and Employee Appreciation Gifts. Yeah, sure you can have a thumb drive or specialty gift basket imprinted with your logo to give to valued customers and employees, or you can really show your VIPs how special they are by creating a Personal Cartoon Sketch of them in front of the backdrop of your business. Trust me, with the thought that obviously went into the gift selection and creation they won\’t throw it away.

2. Create a Comic Book for Compliance, Safety and Customer Service Training. It\’s non-threatening and pretty darn funny when you have a”Dudley Does it Wrong” Character who does everything to irritate customers or violate safety procedures. The visual imagery and demonstration of what not to do is a powerful training technique for getting employees to do what you want them to do.

3. Host a Memorable Employee Retirement Party with your Own Bart Simpson. Present a Storybook and a multi-media that creates a heart felt retirement celebration. As a Facilitator, I have used multi-media presentations incorporating photos and music as well as animated characters to recognize the Guest of Honor. The animated characters are designed in the honorees image as well as other key team players who humor the audience with their banter of favorite corporate memories and upcoming plans for retirement. Traditional Roasting can be tedious in the hands of people who hate to do it and aren\’t good at it. Animation combined with a Professional Master of Ceremonies makes it professional, easy and fun and allows for lots of input from the employees in the planning of the Cartoon Sketches. At the end of the retirement party, the honoree is presented with a literal children\’s story book as a memorable keepsake.

Positive Workplace Campaign. This is one of my favorite cartooning techniques used to develop and promote a positive and inspired workplace. Battle your Negaholics! Remember the rule of Negative Contagion: Negative Energy Spreads faster than Positive in the Workplace. Try using your own Cartoon Character who presents Positive Workplace Messages that are linked to your team\’s mission and values and clearly outline Rules of Team Behavior.

5. Use Corporate Cartooning in Product Launches, Trade Shows, Customer Events and Training Seminars. Note: Not just for fun, but linked to a specific marketing/educational message that creates impact and retention. Cartoon Characters are powerful advertising messengers (Think the Geiko gecko)

At Now to WOW! Training Services and Business Events, we put Cartooning to Work for our clients to motivate, educate and reward both customers and employees. Note: Our contracted animation and instructional storyboard artists can turn your project around often within 48 hours all via Internet/email correspondence.

Do you want to bring your Annual Meetings, Training Sessions, Employee Celebrations from Now to WOW!tm with audiences through powerful and creative presentations? Contact us at www.gowildgogreat.com or write Rosemary@gowildgogreat.com

Rosemary Rein, Ph.D is an International Author/Speaker and Business Facilitator. Contact Rosemary at http://www.gowildgogreat.com for inspired Now to WOW! Employee Training

The envelope is the Rodney Dangerfield of direct mail. It just doesn\’t get any respect.

After all, the purpose of a direct mail envelope is not to position your product. Its job is not to entertain or amuse. It\’s not chatty like a letter or impressive like a brochure. Aside from holding together the contents until delivered, an envelope\’s job is to get ripped open.

Ironically, the lowly envelope is arguably the single most important part of any direct mail package because it absolutely must get opened. And opened right now! Otherwise, all the more respectable pieces inside are just so much wasted paper.

So here are a few ideas to get your envelopes ripped to shreds:

• Follow headline rules to write teaser copy. You can generate interest with a provocative statement, provoke curiosity with a question or incomplete sentence, or state a problem on the envelope and suggest that the solution is inside. Teaser copy acts like a headline to draw people in.
• Use teaser copy to select your audience. It should be clear at a glance that your message is addressed specifically to your reader. Use key words that relate to your ideal prospect\’s interests or identity, such as “Exclusive offer for golfers inside” or “For Serious Investors Only.”
• Refer to the contents of the envelope. Tell your reader there\’s something free, valuable, new, or exclusive inside. If you\’ve actually enclosed something, such as a sample, booklet, checklist, discount coupon, how-to guide, or newsletter, say so.
• Use directive language. You can prompt your reader to open the envelope with simple copy such as “INSIDE,” “See inside,” or “Open immediately.” Combine this with a benefit to jumpstart your sales message. “FREE Recipes! Look inside …” or “How to pay $0 in taxes! See inside for details ….”
• Fully develop your envelope real estate. If you have a flashy, desirable product, you can crank up the excitement by using every square inch of your envelope, front and back. Show the product. Bullet point benefits. Starburst your special price. Hint at a special gift for immediate orders. This works best for consumer offers that are proven sellers needing little explanation, such as books, software upgrades, fact-packed newsletters, etc. But it can work with virtually anything.
• Use illustrations or photos. If you\’re spilling your guts on the envelope, you might as well go all the way and show your product, premium, or gift. Simple pictures communicate instantly. A photo of a book with the word “FREE” next to it is better than lines and lines of clever copy.
• Consider involvement devices. Stickers, tokens, stamps, coins, scratch-offs, lift-up tabs, attached notes, seals, and other widgets can be used to good effect if you have the budget, if they can boost response enough to justify the added cost, and if they fit the feel of your message.
• Put your deadline on the outside. Inertia is your enemy. Action is your friend. Deadlines induce action. Therefore, if you\’re sure about your mailing date, a deadline can prevent people from setting aside your envelope for later. If you\’re using a window envelope and personalized letter, you can cut costs by printing the date on the letter so that it shows through the window.
• If you\’re mailing to a business, try a low-key approach. Most business-to-business mail is intercepted by a secretary, assistant, or mailroom. If it looks too much like advertising, it may get trashed. So you often stand a better chance of reaching your prospect if your envelope looks personal, important, and businesslike. Less can also be more for offers that may meet some resistance at first glance and require more selling, which is best done in a letter.
• If you use a blank envelope, make it completely blank. Not a single word of teaser copy. No graphics. Perhaps not even your logo. Just a return address and your delivery address. You might include the letter signer\’s name along with the return address, particularly if that person is well-known. This makes your envelope look personal and is almost certain to get opened.
• Be careful with official-looking envelopes. Faux express envelopes, government notices, invoices, and other formats can be used to great effect. However, be clear about your intentions. If it\’s just part of the theme of your message, and people are clear about who you are and what you want, that\’s fine. If you\’re trying to trick people or pose as something you\’re not, that\’s unethical. If you have to deceive people to get response, there\’s something wrong with your product or service.

About the author:

Dean Rieck is a direct mail copywriter, designer, and consultant who has helped over 200 leading direct marketing companies increase sales, generate leads, and raise funds with winning direct mail, ads, e-mail, sales letters, brochures, postcards, radio spots, and more. Learn more about Dean\’s direct mail copywriting and design services and sign up for his free monthly newsletter at www.directcreative.com.

Copyright © Dean Rieck. You may reprint this article online provided that you keep the links live and keep all the content “as is,” including title, author byline, article text, and “about the author” information.

Time and again, it has been suggested that the best way to encourage your target clients to become definite buyers of your products is to get them so interested in your marketing campaign. And the only way to do that is if you can give them what they want.

Your clients are a very selfish and predictable lot - they only think of themselves. What is in it for me? How do I benefit from your business? It\’s all about \’me\’. That is why if you want to encourage people to buy from you, you would do well to put yourself in their shoes and think about what your clients need, want and desire. Only then will you be able to really increase your sales and make a profit from your

marketing strategy.

Here are some of the words you can use to sugar-coat your ad copy:

Free

I tell you, if you put the word \’free\’ in your ad, people would be clamoring to see and read your content just so they would know what it is. People have this predilection for anything free. It does not matter that you utilize the most expensive commercial printing method, if you add \’free\’ in your copy, they would not even look at your design or layout, as long as they can get the item.

Guaranteed

You have to remember that your clients are actually shelling out their hard-earned money that\’s why they would want to be confident that they give it to someone they can trust. They can not afford to risk it. The word \’guaranteed\’ helps you gain their confidence because they believe that they get value for their money.

Limited

Everybody wants to own something that is exclusive and rare that is why they do not hesitate to pay for it even if it turns out to be a bit expensive. Your clients would feel that your product has more value that is why you are putting it out on limited time only.

Easy and Simple

Nobody wants complication in their lives. And anybody would love to have anything easy for them to accomplish, e.g. easy and simple instructions, easy ordering, easy to use, easy payments, among others.

Testimonials

If you have someone to actually vouch for what you can offer, then the more your target clients would be drawn to your ad. People want to see and read proof to confirm what you are telling them. With reputable evidence to substantiate your claims, they\’d be more willing to part with their hard earned money and purchase your product.

And lastly, do not forget to use the word YOU throughout your ad copy. Remember it is all about them, your clients and prospects. So you better learn to use this word so you could sell more products and services for your business.

A writer…an observer…continuously fascinated with the developments in printing technologies which greatly help the advertising and marketing of small to medium businesses.

Know more about how to make your ad copy attractive enough according to the interests of your target customers/clients with the help of a professional commercial printing experts.