I had this question come in from a client who just attended my sales letter success workshop. This is something that most business owners need to understand in doing their marketing.
Who's in charge here?
You... or your graphic/web designers?
Most (99%) graphic designers and web designers have never even heard the word direct RESPONSE... so they are flogging their useless information to unsuspecting entrepreneurs.
It is your business - and your bank account. Do what works - not what "looks pretty"!
QUESTION
"Just a quick question about envelopes. When you are mailing to the corporate sector, e. g. oil and gas companies, does it still apply that you don't need your name and logo on the envelope? We are just getting some graphics done for our company and were going to have some envelopes printed up with our name and logo; however, according to you - it's not necessary.
When I talked to my graphics person about this she said that it seemed manipulative not to show who the letter is coming from. Would this method of just having a return address seem unprofessional or manipulative?
Thanks. If we don't need envelopes printed, it will save us some money!"
REPLY
"Hi - - - , I would try without first - then with. Of course your printer doesn't want that - they make no money! But there is certainly nothing unethical about it - thats a load of ____.
You could even try "personal and confidential" handwritten on the outside - see if it works. Again, there is no set-in-stone rules for every market in every city - it is all about the testing to see what works - and what doesn't.
Most people in marketing, graphic design, and advertising are feeding their clients a bunch of bull - they want money in their pockets - and they are typically not concerned (or even measure) results. I get paid on results so I have to do what works - not what "looks nice" or "creates a brand".Only what gets results - that's all I care about in marketing. If you do your marketing right - you create a brand along the way.
Hope that helps. Troy"
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Remember - direct response marketing works in EVERY industry. Find a way to make it work because it is the only form of marketing where you can actually measure the results.
If you can't measure results, how can you possibly know what's working and what isn't?
This was a prime example of misleading information coming from someone who has no clue - they only have THEIR best interest in mind.
The key is to test.
Test everything and measure what works.
Only then can you say what works and what doesn't.
Try something out of the norm in your marketing this week - and see for yourself if it works.
And send those results in! I would love to share your results with others.
Troy
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