NEWSLETTER + QUESTIONS + FOLIO FOLK
RANTS ‘N RAVES
The next issue of my “Rants ‘N Raves” newsletter is going out this week. If you’re not yet a subscriber, email me at: symbiomarketing@telus.net
QUESTIONS
“Which affects more Canadians: Ovarian Cancer, Leukemia, Muscular Dystrophy, Lupus?”
That’s the question Lupus Canada asked on the outer envelope of their most recent mailing. And the answer given – Lupus.
I hadn’t known that and I doubt if most recipients of the package were aware of it before receiving the mailing. Of course, once an envelope tells you that you’re misinformed, you simply have to open it up to see what else you don’t know.
TIP: Questions are often a good way to get attention and create reader involvement. But avoid questions that can be answered with a ‘yes’ or ‘no’, since that ends the involvement and/or you might not get the answer you’re hoping for.
Instead, go for an informative little Q & A like Lupus Canada did, or ask an open-ended question.
FOLIO
I received a package from The Folio Society with, “An exclusive invitation from England’s leading publisher of fine books” written on the front of the OE. On the back, there’s a photo of two thesauruses (thesauri?) and a statement that they can be mine for free.
Inside the package there are colourful book catalogue sheets, a lift note that had been written by the late author Robertson Davies, an invitation/reply card, and a 4-page letter.
It’s all very dignified, from the design to the language in the copy. And even though the letter presents more offers, there are no screaming call-outs or starbursts. Obviously these people respect their audience’s intelligence.
I’ve seen this package in the past and expect it’s working well for them…certainly well enough for them to keep repeating it.
TIP: Know your audience and address them accordingly. Even though you might want to grab Mr. Target by the lapels and shake him into submission with your outstanding, limited-time offer, resist the temptation if you’re promoting a high-end product.
By presenting such a rationale and restrained sales argument for buying upper end books, the Folio Society people are generating considerable new business from readers like…
Dr. Bob
symbiomarketing@telus.net
The next issue of my “Rants ‘N Raves” newsletter is going out this week. If you’re not yet a subscriber, email me at: symbiomarketing@telus.net
QUESTIONS
“Which affects more Canadians: Ovarian Cancer, Leukemia, Muscular Dystrophy, Lupus?”
That’s the question Lupus Canada asked on the outer envelope of their most recent mailing. And the answer given – Lupus.
I hadn’t known that and I doubt if most recipients of the package were aware of it before receiving the mailing. Of course, once an envelope tells you that you’re misinformed, you simply have to open it up to see what else you don’t know.
TIP: Questions are often a good way to get attention and create reader involvement. But avoid questions that can be answered with a ‘yes’ or ‘no’, since that ends the involvement and/or you might not get the answer you’re hoping for.
Instead, go for an informative little Q & A like Lupus Canada did, or ask an open-ended question.
FOLIO
I received a package from The Folio Society with, “An exclusive invitation from England’s leading publisher of fine books” written on the front of the OE. On the back, there’s a photo of two thesauruses (thesauri?) and a statement that they can be mine for free.
Inside the package there are colourful book catalogue sheets, a lift note that had been written by the late author Robertson Davies, an invitation/reply card, and a 4-page letter.
It’s all very dignified, from the design to the language in the copy. And even though the letter presents more offers, there are no screaming call-outs or starbursts. Obviously these people respect their audience’s intelligence.
I’ve seen this package in the past and expect it’s working well for them…certainly well enough for them to keep repeating it.
TIP: Know your audience and address them accordingly. Even though you might want to grab Mr. Target by the lapels and shake him into submission with your outstanding, limited-time offer, resist the temptation if you’re promoting a high-end product.
By presenting such a rationale and restrained sales argument for buying upper end books, the Folio Society people are generating considerable new business from readers like…
Dr. Bob
symbiomarketing@telus.net
posted by DoctorBob | 12:05 AM
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