Rieck's Response Letter
December 2008


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Quote of the Month

"I am one who believes that one of the greatest dangers of advertising is not that of misleading people, but that of boring them to death." - Leo Burnett

On the Blog

If you enjoy this newsletter, you will probably also enjoy my blog. Here are some of the most recent posts:

4 subject line tricks to boost e-mail open rates
"Bite the wax tadpole," said the copywriter.
AH-HA! Break though creative block in 4 steps

The ultimate copy tweaking guide for more Web traffic NOW!

You don't have to totally rewrite your Web site to generate more traffic. This complete copywriting kit shows you the tricks for tweaking a word here and a phrase there to draw search engines to your site like bears to a honey pot. Includes 3 reports plus audio CDs.

Get complete details plus a special offer here.

Response Booster: Encourage involvement

In direct response advertising, your job is to get people to DO something. And since action breeds action, the more physically and mentally involved you can get them to be, the more likely they are to respond to your offer.

This translates into two important tactics. First, get your prospect's hands busy filling out a form, picking up the phone, affixing a stamp, or leafing through multiple inserts. Second, get your prospect's mind busy reading, thinking, looking at photos or videos, and taking in information.

More involvement = more action = more response.

See the sales letter that earned Pete Savage $64,000.00 ...

Whether you're a copywriter, designer, consultant, or any kind of freelancer or self-employed business person, I know you could use some extra money, especially in today's tough economy.

Well, here's a book that shows you step-by-step how my friend Pete wrote, designed, and mailed a sales letter that produced over $64,000.00 in extra income in one year. He leaves nothing out, giving you photos, directions, tips, and production suggestions so you can "steal" his idea and create extra income for yourself.

Click here to take a sneak peak.

Rope. Tree. Journalist. Some assembly required.

Seems like the media reports only the bad news, so all you hear every night is that the market tanked, another company is looking for a bailout, or some pundit who's never gotten a prediction right in his life thinks a depression is right around the corner.

Okay, so the economy is crap right now. Hey, it happens. Know what else happens? It gets dark at night. Snow falls in winter. Water runs downhill. Get over it. This is the way things are. The economy goes up then down. Why fret over what you can't control?

Instead of listening to the nabobs of negativism, why not look at this economy as an opportunity? While others are wringing their hands about business being down, why not dream up some ways to help your clients or customers through these tough times? Offer a new, inexpensive service. Throw in something free. Make life simpler and less stressful.

You can't control the economy, but you can control your reaction to it. Will you cower in the corner? Or will you use this moment as a chance to be the hero?

Santa's Secrets to Marketing Success

This is an oldie but goodie. I've posted this on my blog and Web site, but people enjoy reading it this time of year, so I'll share it with you ... again.

Who would you say is the greatest marketer in history? Some might suggest Henry Ford or Montgomery Ward. Others would point to Ray Kroc or even Bill Gates. But I would suggest another person, someone whose efforts surpass these giants.
 
His name is Santa Claus. And he operates the oldest and most successful toy and gift manufacturing and distribution business in the world. I'm sure you've heard of him. In fact, I'm sure that many of you have been dealing with him for years and will be return customers this year. It's that sort of loyalty that proves how successful he really is.
 
How has he done it? It's not all magic, I assure you. Santa has simply applied commonsense marketing principles in order to grow and maintain his successful business:

Niche Market - Santa's customers are kids. He knows that trying to expand too far into the adult or senior market may prove lucrative at first, but it would weaken the strength of his brand. This is not to say that Santa doesn't run other businesses. His reindeer training seminars and North Pole real estate ventures have been quite successful, though his weight-loss products haven't faired as well. The point is that Santa Inc. consistently focuses its energies on its core market year after year. When Santa sees other business opportunities, he creates entirely different brands.

Careful List Management - Santa's customer list is second to none. He doesn't just make the list; he checks it twice. Everyone's name is spelled correctly. Addresses are accurate. Duplications are eliminated. And he adds value to his list with information related to past orders and to customer behavior, such as when they're sleeping, when they're awake, when they've been bad or good, and so on. Santa knows that his list is more than delivery addresses; it's his most important business asset.

Great Products - Santa started out years ago as a one-man toy manufacturing company. Right from the beginning, he knew that quality was key. You can certainly unload shoddy merchandise and stay afloat, but you can't build a truly successful company that way. Over the years, he has expanded his product line to include the newest and best toys from factories all over the world. When you think quality and selection, you think Santa Claus.

Fair Prices - A glass of milk and two cookies is the going rate for most gifts. For computers and other high-priced items, you may want to add another cookie. He doesn't gouge. He doesn't hide profits in bogus shipping and handling charges. Santa knows that while it takes years to dominate a market, just a few greedy mistakes can irritate even the most loyal customers and eventually invite competition. So he keeps things affordable, consistent, and honest.

Savvy Promotion - Talk about guerrilla marketing! Songs, stories, movies, cards, poems, in-store displays, gift wraps, lawn ornaments, tree decorations, you name it. Santa keeps his promotion costs low and his return on investment high. His image and message are everywhere during the holidays. The red suit gives him a unique look. The "ho ho ho" is the world's most successful catch phrase, though there have been recurring legal problems with the Green Giant people.

Easy Ordering - Just write a letter detailing your gift selections and mail it to the North Pole. Simple as that. You can also place your order personally in many stores and malls if you don't mind waiting in line. And these days, you can even contact Santa via e-mail. Santa knows that ease of ordering is one of the keys to any successful business.

Fast Fulfillment - Move over FedEx. Santa is able to deliver billions of gifts to homes all over the world in just one night. His system is proprietary. In fact, how it works is a complete mystery. Suffice it to say that Santa understands how disappointed a customer would be if just one item arrived late. So he doesn't make excuses about out-of-stock merchandise or ordering snafus. He gets it right and delivers on time every time. And his customers love him for it.

Continuous Acquisition - Santa has turned customer retention into an art form. Satisfaction is so high, once you're a customer you remain a customer. And when children grow up and move out of the core age range, adults help assure a fresh influx of new customers by encouraging their children to buy into the Santa phenomenon. Call it customer-get-a-customer or viral marketing or whatever you like, but it works.

By the way, while Santa focuses on his core kid market, he really doesn't turn anyone away no matter how old. So if you didn't place an order last season, try it this year. You may be pleasantly surprised.

Here's how to make $210,000 writing one letter a month ...

Now you can learn all the powerful copywriting secrets that have taken many of today's copywriters from lousy jobs to lucrative careers writing sales letters that pay thousands in fees and often thousands more in royalties.

These secrets can take you from wherever you are today - and transform you into a writer living "the charmed life," earning top dollar and having as much (or as little) free time as you desire.

It's no joke. I have this incredible resource in my office and it's one of the best teaching tools I've ever read. And the great thing is, you don't even have to be a "great" writer to make these secrets work for you.

See for yourself here.

Dean Rieck is an internationally respected copywriter, designer, and consultant who has created direct mail and ads for over 200 clients.

Phone: 614-882-8823
Web: www.DirectCreative.com

Copyright 2008 Dean Rieck. All Rights Reserved.
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