How to Make Emails More Effective
- Best days to send e-mails are Wednesday, Thursday or Friday
- Subject lines should be about 5 to 8 words (under 40 characters)
- Avoid SPAM words such as “free, best-selling and guaranteed”
- Keep copy brief and to the point because readers only spend about 15-20 seconds per email
- Send test emails to yourself and colleagues for review before general distribution.
Creative Pointers for Mailers
- Use Serif type (example: Times New Roman) in 12 point or larger.
- Reverse copy is okay on headlines, but not text.
- Keep ALL CAPS to a minimum. Use bold lettering instead.
- Wording within a border or sidebar is read first.
- Use black type for text. Color is okay for headlines and to emphasize important words.
How To Be A Good Listener
- Don’t interrupt. Suppress your urge to talk.
- Wait 3 seconds if you’re not sure someone has finished.
- Ask questions when you don’t follow the point.
- An occasional “yes” or “ok” helps to show your interest.
- Don’t change the subject abruptly. You may be cutting off a train of thought.
- Postpone judgment. You cannot fully hear others if you judge before they finish.
Rules of Communication
- Simplicity – Average Americans read at the 8th grade level. Use short words and sentences.
- Brevity – Fast life styles mean people won’t think about lengthy messages.
- Credibility – People are misinformed many times. Keep your promises.
- Consistency – You won’t necessarily be heard the first time. Stick to your message.
- Novelty – If you aren’t different, you’ll dissolve into the mainstream.
Lead generation is not mail order
Many people think their lead generation must sell a product or service. But the purpose of lead generation is to get prospects to request more information – to be a door opener. Prospects won’t be waiting with a check in their hands. If it were that easy, there wouldn’t be a need for sales people.
Direct Response Advertising
According to the Pew Research Center, in 2015 only 27% of adults 65 and over owned smartphones. While this number may be gradually increasing, it is a good indication that seniors live more of their lives in the offline world. This means you are going to have a hard time selling to seniors if you are relying only on mobile and internet marketing to reach them. If you want to reach the majority of your senior market, you have to use multi-channel marketing by targeting them offline . . . direct mail.
Direct Response Advertising
Make responding easy. Baby boomers didn’t grow up with an iPhone in their hand, so requiring certain actions on a web page or in an app won’t necessarily be second nature for them. If part of your marketing strategy requires people to click on symbols or read fine print, you may lose a large portion of your potential customers.
Direct Response Advertising
Know who you are selling to. Sell to the person not stereotypes. A 60-something business executive isn’t the same as a 60-something retiree. Make sure your message is on point for your prospect’s needs.
Direct Response Advertising
Understand baby boomers are different than the younger generation. Remember you are not selling them “the product,” but rather what the product will do for them, how it will enhance their life or of the financial benefit.
Direct Response Advertising
Use relatable language. Avoid using teenage jargon, trendy language or internet slang. Baby boomers just want to know how your product or service is going to improve the quality of their life. That does not mean you can’t be clever, just make sure it’s language they grew up with.
Direct Response Advertising
Remove risk. Prospects like to try new things, but they don’t want to risk anything. Try money-back guarantees, or the ability to cancel with emphasis on customer service, any tactic to reduce perceived risk.
Direct Response Advertising
Emphasize your credibility. Testimonials, research, endorsement, years in business and other proofs help to show that dealing with you they are meeting an expert in the field.
Direct Response Advertising
Know who you are selling to. Sell to the person not stereotypes. A 60-something business executive isn’t the same as a 60-something retiree.
Direct Response Advertising
Don’t call seniors “seniors.” People who are 50 plus don’t think of themselves as senior and calling them that will just insult them. Likewise, never use the words “old” or “elderly.”
Direct Response Advertising
Don’t cram too much information into small spaces. Basically, direct response advertising requires only 3 things: 1) Make an offer 2) Include enough information to accept the offer and 3) Provide an easy means of responding to the offer. Everything else should be an enhancer but not crowd the message.