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| Subject: Sample Marketing Messages To Test | |
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Author: Dennis S. Vogel |
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Date Posted: 23:36:00 07/18/07 Wed In reply to: Netflix Victim 's message, "Netflix Victim needs more ideas & customers" on 15:50:11 06/30/07 Sat Don’t try these in a full campaign until you test them, as I wrote in other posts & my web site. Those that bring good results can probably be further refined to bring better results. Test headlines 1st, since headlines draw people into ads, just as ads draw people to your store. It’s why Jay Abraham says (though he doesn’t always explain it), “The headline is the ad for the ad.” Headlines promote the content—sales copy, offer & call to action--of ads. You probably wouldn’t move or change your store just because some ads don’t work, you’d probably change the ads. It’s similar in developing ads. If you get some good results, don’t scrap the whole thing; try different ways to bring more people in. Track how you distributed these messages, who the intended recipients were, who responded, which message they respond to, transaction sizes, days they came into your store, the weather & other things which made it harder or easier for people to respond to your offers, plus anything else you feel is important. Compare these results to the same or similar times last year. Examples: Easter is at different times each year. Spring-like weather starts & ends on different dates. It’s not enough to just compare March & April results each year because of these factors. Next year, compare your results with what you get this year. Do this so you’ll know if your business is really improving or declining, plus possible reasons why. If you don’t track results, it’ll be harder to know what to change or how to change it. Sometimes, national or local tragedies can alter purchase plans, even if it seems like those aren’t related. When the Challenger exploded it probably had a much deeper effect than the second space shuttle accident. These shock & distract people. Terrorist threats change people’s thoughts & priorities too. I wrote 2 headlines for each sample ad. Half of each of these should be printed with a different headline, so you’ll know if a headline works better than another. If you, or somebody you know, have a good graphics or word processing program & high quality printer, you can use those to produce these ads as flyers, post cards or mail inserts. I’ll leave up to your discretion if you should use coupons (easier to track) or discounts. I don’t know if you can afford discounts or if you even need them. You may only need to re-establish awareness. I know these samples don’t have much for offers, but let’s establish a baseline of responses, so we can build on these. I don’t know what your inventory is or how many customers you can serve in a day. If we get a lot of responses for offers, you’d need ways to fulfill them. I don’t know yet what you can & can’t do. If you get a big response & can’t adequately serve people you may lose more than you gain. Couple Related Promotions You may want to put messages like these (ads 1 & 2) on lavender or mauve colored paper with soft, but well contrasted color ink. You may find some suitable graphics too. If you use graphics, you should use the same graphic in each version of a message so you’ll be testing the headlines. Don’t introduce another variable yet or you won’t know exactly what worked or why. -------------------------------Ad 1--------------------- Headline- You Can Be Romantic & Spontaneous, Sometimes You Just Need A Little Inspiration Alternate Headline- Romance Is Subtle & Shy, It Won’t Tell You “Here I Am” You Need To Find & Coax It It’s harder to be spontaneously romantic with children in your household, but it’s not impossible. You need romance & your children need you to be romantic with your partner. You started with romance. Now you have more commitments, but you still have your commitment to each other. Romance renews & sustains your commitment. Your children need you to be happy & happily in love, in a stable home. ABC Video is ready (list business hours) to provide romantic inspiration, so you don’t need to wait for a DVD or tape to be delivered. Bring some movie magic home with you today & tonight… You may need to relieve stress with a comedy, before you move into romance mode. We can make recommendations. You can call to ask if we have something available. If we have it, we can have it ready for you. In 5-10 minutes, you’ll be on your way home with a bit of magic. Don’t Leave This Opportunity To Chance Romance can be shy, so you should be sly & ready for it. You may not know in advance when the mood will be right. Be ready to make your move, so you don’t miss your chance. If it doesn’t quite work out on the first night, it’s OK; you can rent movies for 7 days for just $X. ABC Video & relationship magic are at (business address), why aren’t you? We’ll do our part; the rest is up to you. Romance is waiting, but it won’t wait forever. If necessary, you can trade babysitting or sleepover hosting with friends or relatives. Do what you need to do to keep your romantic spark bright. -------------------------------End of ad 1--------------- If you find many in your area are single & without children, Ad 2 may be a better starting point than Ads 1 or 5. “Somewhere in Time” can be added or substituted in this. ======================Ad 2================= Headline- Love Is Growing, But How Can You Express How You Feel...We Can Help Alternate Headline- Is Love Growing? How Do You Know If Somebody Is Ready To Go To Next Level? We Can Help You Find Out Songs, poems & movies often express how you feel. If you’re shy or don’t know how to express your feelings, watching a movie together can be a subtle, effective way to start a conversation. A movie like “The Lake House” starring Sandra Bullock & Keanu Reeves can stir feelings & lead to a natural conversation about how it must feel to be close to a loved one, but still lose him or her. You may want to watch it with a few friends, including your new love, so you can talk about it on a somewhat detached, analytical basis. But be sure you talk about it & encourage your new love to talk about it too. Each person can talk about what s/he would do in the Alex Wyler role who knew he, & the woman (Kate) he danced with, were destined to be in love. Would s/he be more direct, or even say what was happening in a sort of time warp? What would each person do after the arranged meeting didn’t happen? Would s/he be like Kate & call it off? Would s/he be like Alex & try a different way? Then, on another day, after the subject has been introduced, talk about it again in a one-to-one basis. There’s no limit on this offer (except ABC Video’s business hours listed below), but each person should have only one true love at a time. Act quickly, there’s apt to be a limit on how long your new love will wait for love. Plus, you probably don’t have a time warp or some similar phenomenon to use as an excuse. Be ready when love is ready. ABC Video is ready (list business hours). ABC Video’s phone number is ___. It’s address is __. ======================End of Ad 2================= NOTE: If somebody isn’t familiar with “The Lake House” this may be intriguing enough to inspire a rental or purchase. Many movies are meaningful enough to be discussed & advertised as discussion subjects. Advertising like this can differentiate you as more than a video purveyor. Before this, know your inventory well, not just titles but content & themes. ++++++++++++++++++++++Ad 3+++++++++++++++++++ Headline- Whether You Need To Remember The Good Times Or Forget Something Else, Movies Are The Way For You Enter A Different World Or A Different Time Alternate Headline- Movies Show Many People With Many Feelings; When You Watch Them It’s Like Having A Friend Who Knows How You Feel & How You WANT To Feel You can watch movies again & again, or watch them little by little to prolong feelings you want. You can bring back feelings you haven’t felt for a long time or revisit how you felt yesterday. Movies help you laugh & feel victory. When the underdog becomes a champion, you can share the victory. When a character regains past glory, there’s enough winning spirit for everybody. It can be sports story, a business theme, personal self-realization or medical recovery; a great movie brings us inside. You visit another world in a movie without leaving the city. Just go to ABC Video at (address) between (business hours) on any of these days (daily schedule). We make recommendations in person—at ABC Video (address)--& via phone. You can call--our phone number is__ or come here during our business hours which are __. ++++++++++++++++++++++End of Ad 3+++++++++++++++++++ /\/\/\/\/\/\/\/\/\/\/\/\/\/\/\ Ad 4 /\/\/\/\/\/\/\/\/\/\/\ Headline- No Matter How You Feel, You Need To Laugh Laughter IS The BEST Medicine & There Aren’t Side Effects, As Long You Don’t Bust A Gut or Laugh So Hard You P… Alternate Headline- When You Feel Like You Can’t Laugh, That’s Usually When You Need To Laugh Most We Have Some Of The Funniest Movies & You Can Safely Watch Them. But Be Careful, Some Laugh So Much, What They Eat Or Drink Comes Out Through Their N…(Well, Let’s Not Be Too Gross) When you feel sad, ill, lonely or not sure how you feel, it’s time for you to laugh. Laughter starts a lot of good things in you & it’s nearly impossible to have too much of it. You can choose sophisticated levity like (example: Woody Allen & Michael Caine movies) or you can pick hilarious physical humor such as (example: Steve Martin, John Candy & 3 Stooges). When you’re in the mood for a bit of romance with humor, you can indulge in (example: Sandra Bullock movies). When you crave some action you may want (example: Jackie Chan movies). We often make recommendations, especially if you ask us to. Here are other details you need (business hours, address & phone number). Laugh today & laugh often, your mental & physical health depend on it. /\/\/\/\/\/\/\/\/\/\/\/\/\/\/\ End of Ad 4 /\/\/\/\/\/\/\/\/\/\/\ ```````````````````````````````````Ad 5````````````````````````````` Headline- Electronic Day Care—Day Care Teaches Children; It Doesn’t Just Keep Them Busy Electronic Day Care Keeps Children At Home & For A Little While It Teaches & Entertains Them, Then You Talk To Them About What They’ve Learned Alternate Headline- When You Need Relief, Your Children Need Entertainment & Education. ABC Video Has What You All Need Children pay attention to things they think are entertaining, but inspiration & education can be fun too. We have movies to keep their attention--while you do other things--& to teach them valuable lessons. “The Land Before Time” movies teach children about life’s issues at a level they can understand & before they know it, they’ve learned things. For preschoolers, we have Barney shows to help them understand academic lessons & life issues—problem solving, ecology, cleanliness, helping family members, etc. (Things we wish our siblings learned.) Children know how to use their imaginations, but sometimes, they need a bit of inspiration to get them started. As good as their imaginations are, they need you to get the tapes & DVDs. To get more things done & teach your children some good things, you need to know these details about ABC Video (business hours, address & phone number): Now it’s up to you do your part, so we can help you at ABC Video. You won’t have to wait for tapes & DVDs to be delivered, so you can & should start today. ```````````````````````````````````End of Ad 5````````````````````````````` Dennis S. Vogel Help consumers choose you with compelling sales copy. Be sure your ready to serve them before you invite them. To help you do it, I have free marketing advice & information here - http://www.thrivingbusiness.lakefield.net/ http://www.voy.com/31049/ [ Next Thread | Previous Thread | Next Message | Previous Message ] |
| Subject | Author | Date |
| Be Sure Your Differentiator Makes The Right Difference | Dennis S. Vogel | 17:01:27 08/11/07 Sat |
| Re: Be Sure Your Differentiator Makes The Right Difference | Netflix Competitor | 16:00:05 09/17/07 Mon |
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| Use Research To Find (Potential) Problems & Help People Solve/Avoid Them | Dennis S. Vogel | 20:17:30 12/24/07 Mon |
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