Branding?

Earlier in the week we wrapping up our series on the 7 most powerful words and phrases you can use in your marketing.  See all 7 at the blog.  Today, we’re moving on to a different subject, and I can hear some of you gasping right now…. BRANDING.

I know you loyal readers are probably saying, “Travis is anti-branding!”  And to a certain extent, I am.  But hear me out during this and future emails.  I think you’ll be surprised and what I am talking about.

First off, I’m all for creating and working on a name-brand identity and recognition for yourself and your business.  BUT, and it’s a big BUT, do it as a by-product and bonus of a solid, accountable, profitable, direct-response advertising and marketing.  You’ll want to avoid buying it outright such as with big, dumb corporate image marketing. 

Dan Kennedy refers to this as the “Direct Marketing diet,” in his book, No BS Direct Marketing for Non-Direct Marketing Businesses.  If you like the kind of marketing I give in these tips, this is required reading.  Get it here at Amazon. 

Next, when you do create a brand for you and your business, do it where it counts, with a carefully selected target niche or sub-culture marketing.  Small enough that you can have impact with whatever resources you have, defined narrowly enough that you can create a compelling message for it.

A giant market is only good for someone with a giant ad budget.  As Dan says in his book mentioned above, “You don’t want to spend your time peeing in the ocean.”  A great example of this is Michael Gerber’s E-Myth series.  Sure, Gerber sacrifices corporate American, and likely will never get 5,000 copies snapped up by Intel, but he’s created a nice little niche with small business owners and those who want to start their own businesses.  That’s it for this post.  Have a great week!

Marketing Tip Reader’s Only Special -  Get 30% off The Message in a Bottle Now Through Aug. 31st, one of our best sellers!

One item that is becoming increasingly popular lately is our message-in-a-bottle mailer.  If you’re looking for a way to cut the clutter, this is definitely one way to go. 
 
The bottom of the plastic bottle comes off for easy access.  Simply remove the bottom, roll up your letter and insert it!  Put the bottom back on, slap the address label on, add postage and drop it in the mail.  It’s that simple.  Or, we can do it all for you!  Just give me a call about complete implementation for you.
Your letter has to end up on the top of your customer’s stack of mail, and who could possibly resist opening the bottle and reading your letter?

A few tips when using this item.  First, you don’t need to put this bottle into a box; you simply mail the bottle “as is.”  You’ll want to use a 2” x 4” mailing label or smaller for the recipient’s address, and add your postage stamps or metered tape to the bottle as well.  We’re finding that response is not affected when using a metered stamp, so use whichever one is easier for you to implement.

Second, your prospect will be opening the bottom of the bottle, NOT the top.  I always like to put a message on label that reads, “Twist Bottom to Open.”  It may be obvious to you, but not to your prospect! 

Get 30% off The Message in a Bottle Now Through Aug. 31st. Check out the discounted pricing here, and be sure to check out the video on that page for more tips on using the message in a bottle for maximum success.