LAST BLOG

I’ve had a lot of fun blogging. And I’ve thoroughly enjoyed the comments I’ve received from readers, especially when I hear that I’ve been able to help them get better results. However…

…with a heavy work schedule, a newsletter that I want to get out more frequently, and magazine articles that I’m being asked to write, I’ve come to the conclusion that something has to give.

And I’ve decided that it should be the weekly blog.

I’ll revisit the situation before fall so you might want to check back around Labour Day. But in the meantime, why not subscribe to my Rants ‘N Raves newsletter? Sign up by writing me at: symbiomarketing@telus.net

Thanks for being a loyal Direct Marketing Weekly reader. I hope we connect in future through the newsletter. With many thanks, I remain…

Dr. Bob

http://www.symbiomarketing.com

Nothing In It For Me

I really like the financial institution that I deal with.

I really like their advertising.

But there was some creative bankruptcy present when they developed a booklet asking customers to vote for their new board of directors.

The cover depicted a ballot box featuring the headline, “How can you help us?”

Why would I want to know how to help them? It’s not like a charity that will give assistance to others when I help the organization. Sorry, Mr. Banker it’s not my job to help you; it’s your job to help me.

Worse, inside they announced that I could win a $3000 deposit just for voting. Now, that interests me. So why wasn’t that blasted across the front cover?!

I’m tempted to cast my ballot and receive an entry in their sweepstakes, because I’m betting that they’ll receive few others…thereby increasing my odds. But that would would encourage them to continue with their self-absorbed ways.

And the only person in this relationship who should be self-absorbed is their customer…

Dr. Bob

P.S. A new issue of my Rants “n Raves newsletter will be going out soon. If you’re not yet a subscriber, email me at…
symbiomarketing@telus.net

http://www.symbiomarketing.com

"Krafted" To Be Noticed

One DM package really stood out amid my Thursday mail – a 5-1/2 X 7-3/4” envelope from the Canadian Wildlife Federation. The main reason it caught my attention? It was made of brown kraft paper.

Using that kind of stock is an excellent way to immediately convey both economy ("Don’t worry, we won’t waste your money if you make a donation.") and environmental sensitivity, which is the centerpiece of CWF’s mission.

Inside, there was a traditional letter asking for support and a large sheet of address labels. But there was something else that separated this mailing from the rest of those involving labels.

There was a 3-1/2 X 4-3/4 note listing more than half a dozen ways to use them, beyond the usual, e.g. stick one onto a book that you lend to ensure that it gets returned, affix one to a form instead of writing out your name and address.

Anyone who donates to charities receives copious quantities of address labels. The ones from CWF will likely be more appreciated by people, though, simply because the organization thought to point out how valuable their labels can be.

It’s just too bad that CWF used a bottom-opening envelope (see my Feb 16 rant). That’s a type of OE that raises the ire of…

Dr. Bob

P.S. A new issue of my Rants “n Raves newsletter will be going out soon. If you’re not yet a subscriber, email me at…
symbiomarketing@telus.net

http://www.symbiomarketing.com

TRUE FUNNY + DAVID + SEE YOU ON THE 30th

FUNNY VIDEO
I hadn’t seen this humorous and too-often-true YouTube video till I read about it in DM guru Alan Rosenspan’s newsletter. If you haven’t seen the video, check it out at: http://www.youtube.com/watch?v=heSudg-tfIk

And if you’re not a subscriber to Alan’s excellent newsletter, send in your request to: Arosenspan@aol.com


DAVID OGILVY
My big regret – I missed two opportunities to see the great David Ogilvy in person. He died almost 10 years ago but, thanks to YouTube, you can watch him on-screen. Here’s an interview he did in 1977, in which he describes some of his most famous campaigns: http://www.youtube.com/watch?v=0kfsnjcUNiw&feature=related


SEE YOU ON THE 30th
Yours truly is heading South for some sun and to do a little business, so I won’t be blogging for a couple of weeks. Check back on Monday, March 30th for the next posting by…

Dr. Bob

symbiomarketing@telus.net
http://www.symbiomarketing.com

NOT EXACTLY SYMBIOTIC

The package I received from the non-profit looked excellent. Wonderful design, well-written copy, good quality materials. But if left me uninspired. And no wonder.

Nearly all the letter talked was about the organization. Same with their web site. It was all us, us, us…leaving me to ask, what about Bob? And what about the people in need whom I’m supposedly being asked to support?

The ask left me unmoved too (which is why I just said ‘supposedly’). It read, “Please make a special gift in support of these important programs today.”

If you want to raise money, don’t ask people to support your programs; ask them to give their support to starving families in Africa or wherever. They’re the ones that donors like me want to help…not some organization’s programs.

And this charity missed an obvious opportunity with the strategy of the package.

The letter was about kids needing an education in Cameroon. But the organization also deals with HIV/AIDS…and most scientists believe that HIV/AIDS began in Cameroon. So why not talk about AIDS and save the education theme for some other story about kids in a different deprived country?

Another recommendation – use terms that people readily understand, instead of politically-correct euphemisms. This letter was laced with references to ‘The Global South’. Where’s that? What’s that? Ask 100 people on the street and you’ll get 100 different answers.

Yes, professionals with non-governmental agencies use that term. But the vast majority of donors only understand, ‘Third World Country’, ‘Developing Nation’ and ‘Under Developed Nation’.

And, better yet, what about using a term they’d understand in a heartbeat: “Poor Countries.”

I love this organization’s mission and work. But they haven't recognized that they need to nurture a symbiotic relationship with donors…not spend their time looking in the mirror and trying to force others to do the same.

In fact, I’d go so far as to say, if they don’t lose their self-focus pretty soon, they’re going to end up losing donors like…

Dr. Bob

symbiomarketing@telus.net
http://www.symbiomarketing.com

TAX SHELTER + LOGOMANIA

WINDOW ON TAX SHELTERS
I received a 5.75 X 11.5 self-mailer last week, with a headline reading, "3 ways to improve your home with your tax dollars. TAX SHELTER."

Because of the dominating size of the last two words, I was certain that the piece was about some financial plan to reduce my taxes…and probably land me in hot water with the federal tax department.

But I was wrong. These guys are just selling windows…ones that qualify for a government credit.

So if they’re pushing windows, why in the world would they use the term ‘tax shelter’, which connotes all manner of nefarious financial dealings in people’s minds? I can’t imagine how many people threw the piece out without reading it, simply because they’re not into tax loophole schemes.

TIP: If you’re selling something basic like windows, let your readers know that. Don’t lead homeowners down the garden path with talk of a tax shelter that doesn’t exist.


LOGOMANIA
Nine times out of 10, I recommend not showing multiple logos in an ad or direct mail piece.

For one thing, they look junky. For another, headlines featuring logos get 22% less readership than heads with the company’s name set in regular type.

Help The Aged, however, knows when to break the rules.

In their most recent newsletter mailing, they plastered the back of their outer envelope with 11 logos. Why?

To immediately communicate that big companies and government departments are behind their cause…and to convince recipients that, if those smart operations support HTG, maybe you should too.

Plus, it addressed the question in some people’s minds: if you’re in such desperate need of money, why are you spending it on a newsletter? The answer: our corporate supporters are paying for it.

That’s the kind of messaging that generates donations from people like…

Dr. Bob

symbiomarketing@telus.net
http://www.symbiomarketing.com

IN A FLAP+COINCIDENCE+TOO LATE

IN A FLAP
I’ve probably opened 19 kazillion envelopes in my day (maybe 21 Kzn) and my fingers are programmed to behave in a way that’s pretty efficient. That’s why I was ticked at the package I received from the British Columbia elections people.

I read the teaser on the front of the OE, then turned the envelope over to open it. But there was no flap! At least not one that I could see. What kind of chicanery was Elections BC trying to pull on voters, I wanted to know. Then I spotted it. The flap, that is. At the bottom of the envelope!

Why, in the name of all that’s democratic, did they choose to do that? Whatever the reason, it’s the last technique that I’d recommend replicating...unless you want to frustrate your target audience before they even get to your message.

TIP: Sometimes it pays to zig when others are zagging. Sometimes you’re better to stick with tried and true.


COINCIDENCE? OR COPYCAT?
This year I didn’t open many of the fundraising solicitations I received in the late fall and winter. Instead, I saved dozens of them and only now, when I’m about to make some donations, have I started opening them.

It’s fascinating to be exposed to so many unopened packages at once. (It was also frustrating to discover that a number of them sent some pretty nice greeting cards, note pads and address labels for the holidays…and now they’ll have to sit unused for 9 or 10 months.)

I was struck at first by two identical envelopes from ALS. On the back they featured a close-up, black & white photo of two hands.

When I looked inside, I saw that one was dated November 7th and the other February 2nd. Everything else was the same. Now, it isn’t unheard-of for a mailer to send out the same package. So I wasn’t all that surprised.

But I was certainly surprised by another envelope in my stack.

It, too, had a black & white close-up of two hands, although they were in a different position. Another mailing from ALS, I wondered? Nope. It was from the Parkinson’s people, dated February 2nd.

Was it just a coincidence that visually-similar packages when out on the same day? Or is there a copycat designer in the house? Don’t know.


SO IT’S TOO LATE TO DONATE?
One non-profit sent me a big, beautiful package of materials. But I can’t send them a donation. The problem is, the teaser on the OE read, “2008 Year End Campaign. Last Chance to give.”

It’s now 2009 so I missed my “last chance”. Too bad. I guess they won’t be able to receive any more donations from…

Dr. Bob

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symbiomarketing@telus.net

http://www.symbiomarketing.com