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How Sexy is Your Marketing?

What is “Sexy” Marketing?

The term sex appeal has been used in marketing since the mid 1960’s. Typically it means using a scantily dressed model to sell some product. Marketers found out that using these models attracted attention. Early on, it worked. Then over the years the art of using sex appeal has degraded to the point that most of the ads you see today are only selling sex and fall far short of getting a product sold.

The 3 things all advertising has to accomplish are: 1) attract attention, 2) impinge a message on the viewer and 3) get someone to buy something. (You can do that without using a half naked body.)

How can you use sex appeal to create more business? It is probably not how you think!

To understand exactly what your ad needs to do to have “sex appeal” and be effective, we need to start by defining some terms:

  • Attention – The concentration of the mental powers upon an object; a close or careful observing or listening. 2. Observant consideration; notice.
  • Impinge – to have an effect; make an impression.
  • Sex appeal – n. desirability, attractiveness, allure, glamour, sensuality, magnetism, sexiness, oomph.

How Sexy is Your MarketingYou will notice in the definition of “Sex Appeal” that only two of the descriptive definitions are about sex or bodies. Most of the descriptions have to do with appeal and creating an attraction to something. For marketing purposes any advertising that creates interest and desire for a product could be considered to have “Sex Appeal.”

How you use sex appeal depends on who the target audience is for the advertising. The target audience would also determine what type of medium you would use; postcard, direct mailer, full color self mailing brochure, billboard, TV or radio advertising. Even your business cards, stationery and pocket folders should be designed so they appeal and impinge on your target audience.

Look at your company’s marketing materials, do they attract and demand attention?

Lets talk about impingement. Have you ever seen a billboard with a compelling message that made you look twice? Or how about an intriguing direct mail piece that you just had to open? Do you remember what the ad said? If not, the ad did a good job of getting attention but fell short of impinging a message to you.

There are ways to build a message so that it attracts attention. The use of color, a bold headline and a photo are important elements. The use of eye trail is also very important. Eye trail is the design technique of catching the attention of the viewer with some element in the ad and then directing their eye (and attention) through the ad and ending up at the call-to-action section of ad. But impingement comes from how you put these things together.

Need Help Designing a Sexy Postcard? Click Here.

The overall ad has to communicate to your target audience. A large part of the reason a piece of advertising impinges is that it contains information on what your prospects and customers need and want. To get that information you need to survey your customers and prospects to find out what they need and what problem they are trying to solve by buying your product. With this information you have the basic building materials to create effective marketing and advertising.

After the advertising is created the next step is to do a flash test survey of the completed ad. Simply take the ad and show it to a customer for about 10 seconds and then ask them what they got from the ad. NOTE: It is best to show the ad to a customer not an employee. Showing your advertising to your employees or sales people is usually a bad idea because you will get invalid feedback on the ad. Your employees are definitely more educated about your product or service than your customers and they will have a different viewpoint about your product or service than your customers. Your customers and prospects, the people whom you are trying to influence and sell something to, are generally uneducated about your company and your products and services. Since you are trying to sell to the uneducated only their viewpoint matters. You want to find out if the ad gets the attention of your customers and if the message impinges on them.

You want to find out:

1. What did the ad communicate to them?

2. What did they remember from the ad?

We have put together a 10-point checklist to help you build an effective ad whether you decide to use our company or not. Our graphic artists can help you design effective postcards and direct mail pieces. We design and print other materials as well. At some point, if you don’t already have it, you need a total image package to tie together all of your marketing so that everything is going in one direction.

Do you want effective marketing that creates customers for you business? As you can see marketing your company is a full time job. Our company acts as a marketing arm for many of our clients saving them time and money.

I hope this information helped you. If we can do anything to help your company to be more successful please give us a call.

©2005-2014 Mark Hale, All Rights Reserved

Bulk Mail Tips – How to Save on Direct Mail Marketing

Saving Money on Direct Mail Marketing

You want to get the word out about your business. What is the best way to promote a small business? Or, for that matter to promote a large business?

Direct mail, isn’t that old fashion? Besides, postage costs seems high, is there a way to save money on direct mail postage?

Combine Google & Social Media With Your Postcard Mailer, Learn More!

In today’s fast paced electronic age, direct mail is still one of the most effective ways for you to acquire new customers for your small business. Your message goes directly to your target market, and they will see it. There are still no spam filters or remote controls on your mailbox and the United States Post Office delivers regularly and reliably. This makes direct mail one of the most effective ways a small business can promote. There are only three things that can affect the response of a direct mail campaign. Other forms of advertising have many different factors that can affect response. Direct mail is by far the easiest form of advertising for success and results.

Postage cost is easily your biggest cost of direct mail marketing. Having a understanding of how the post office sets postal rates will help you to get the lowest postal rates.

Bulk mail, as defined by the United States Postal Service, is “quantities of mail prepared for mailing at reduced postage rates.” The key word here is “prepared” because essentially we do the work for the USPS, and in return they give you a break on postage. Bulk mail provides the lowest postal rates for you, but still the mail has to be prepared to get these rates. There are two ways you can prepare direct mail:

  1.      Use a Direct Mail House

A direct mail house is a business that has the equipment and expertise to sort and process your mailing list and mail piece to get the lowest possible postage. There are many guidelines to follow and requirements to meet before your mailing qualifies for discounts. A direct mail house knows the guidelines and how to get you the best deals on postage. Wilson Printing USA has a division or our company that is a direct mail house.

  1.      Go Your Own Way

This means you are going to do the sorting, labeling and paper work the post office needs. Going your own way will save you the money the direct mail house will charge for this service.

If you are really going to do this, understand it will take several hours to get the work done depending on how many pieces you intend to mail. You may need an employee specifically to handle the direct mail for your company. Or you can get your whole crew to stay late and have a bulk mail preparation party! You will also need a mailing permit from the post office.

Usually if you are going to mail 1,000 or more pieces it is worth the investment to hire a direct mail house like Wilson Printing USA to sort and process your direct mail for you. If you go it on your own you will need to get a mailing permit, buy mailing labels and stick the labels on your piece.

Need Help with a Direct Mail Program? Click Here.

Understanding the basic types of bulk mail postal discounts:

Standard Presort

Standard presort letter rate will average between .26 – .30 cents per letter or postcard. Your postal rate mostly depends on the number of zip codes you are mailing and the number of zip codes you mail to. The piece will need to have a standard mailing indicia and be bar coded. The standard delivery time is 7 to 12 business days. You will also get no returns of undeliverable postcards. The minimum number of pieces the post office requires is 200.

First Class Presort

First Class Presort postage will average between 33 to 40 cents per piece. The delivery time is 5 to 7 business days. Once again the amount of postage depends on the number of zip codes mailed to and the number of pieces mailed to each zip code. With first class presort you will get returns of the undeliverables.

Every Door Direct Mail (EDDM)

EDDM, as it is called, will give you the cheapest postage rates. Postage will run 17 to 20 cents per card. You also do not need a mailing list with EDDM. Read the related article on EDDM for the pros and cons of this type of mailing

There are other types of discounts, but the above three are the most common for most small business marketing. The types of direct mail pieces you can use to promote your business are very large and will be the subject of a future article.

I hope this article helped you to promote your business.

Mark Hale

CEO