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A Beginners Guide to Direct Marketing

This guide is packed with tips and tactics to help you write successful sales letters and target your marketing campaigns for maximum response. You are taken from the basics
cheap fake oakley sunglasses of Direct Marketing, how to profile your targets, and develop prospect lists, through to the planning and writing
fake cheap oakleys of successful Marketing literature. This includes Direct Response Advertising, email and Interactive Web Sites. However, the most common format is Direct Mail. In terms of overall expenditure, Direct Mail ranks as the third largest advertising technique in the UK.

Despite sometimes receiving negative press (often being referred to as "junk mail"), targeted direct mail is an effective and valuable form of marketing.

Profile your existing customers. Look for any similarities between customers in terms of their type, regional distribution, age, economic characteristics etc. If you have only basic customer records, Upgrade any old records you have by consulting a database marketing company to add marketing information from their own extensive company database into yours. If you don have a customer base, use market research and your product/service USPs or Unique Selling Points to try to identify what types of people or companies would most benefit from your offering.

Next, Identify your "hottest" prospects. These are customers who return the most for your time and money investments. Next, look for any potential customers or groups that you could try to target that you haven already. If your customer base has any geographic bias, think about whether you want to maintain that bias or expand it. Finally, think about the individuals. Do you have
wholesale cheap oakleys a preferred profile of age, sex, occupation or job title. What responsibilities do you think they would have?

Locating New Prospects

Now you know who your potential customers are, you have to locate new prospects to target. The easiest way to locate new prospects is to buy or rent a mailing list.

Mailing lists are available directly from database marketing companies that specialize in business to business or consumer lists. List brokers broke many lists from many different sources. Many lists, especially consumers, are available through Internet groups. These databases are often compiled on an "opt in" basis where all consumers have freely submitted their data, interest areas etc.

As mentioned, lists can be rented for a one time use only or purchased for multiple use. Lists can provide contact names, titles, company names, addresses, phone numbers, fax numbers and sometimes email addresses. Each element of information potentially adds cost so be clear as to what data you require before ordering.

e mail addresses are currently a bone of contention within the Direct Marketing industry. Unless
cheap oakleys the company has indicated that they want to receive your e mails (permission based or opt in marketing) your e mail may be considered as SPAM (unsolicited commercial e mail) and can be the cause of your ISP being blacklisted or, at worst, court proceedings to be threatened. If you want to buy an e mail list, be clear about the criteria under which it has been collected and how it can be used.

Define Your Campaign

Direct Marketing or Direct Mail has a clear advantage in that it allows you to measure exactly the response to your campaigns, their success and ROI (Return on Investment). Before you start you will need to be clear on what the objectives are of your campaign(s). A clearly defined mission makes for a clear message to customers. Are you looking for direct, immediate sales? Do you want sales leads? Are you informing your customer about something new? Are you looking to change people perception of your product/service/company? Are you offering an incentive? It is vital that you know what you wish the successful outcome of your campaign to be.

Planning the Literature

You know your target customer. You are clear about the mission. Now at the heart of every Direct Mail shot is the sales letter. Whether you are emailing, faxing or posting. Although great sales letters don grow on trees, bad ones mostly
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You can use experts to help such as Direct Marketing agencies but this this can be costly and time consuming. A simple sales letter which you can design and/or print in house may work just as well for you. Five key points to remember in creating the marketing literature are simplicity and clarity in the language and message, enthusiasm and belief in your product, empathy towards your audience, imagination and creativity in your style and "Call to Action" to let your customers know what to do next.

fake oakleys that a product or service is seen for what it does for the buyer, not what it IS. Work to the FAB rule. Write down the Features of your product/service. Then write the Advantages. Now focus on communicating simply the Benefits that arise from these in your Direct Marketing material.

Make your FABs relevant to the readers needs/wants/ambitions. Look for Exclusive or Unique aspects. Make it Worthwhile and Valuable. Support your proposition with credible evidence or testimonial.

, research, research. You don have to go it alone. What are your competition doing? If you received their mailshots, would they work for you? Collect and review the Direct Marketing that you receive. Learn from their mistakes as well as harvesting their best features for your own campaigns.

Call to Action

A great sales letter does not necessarily lead to great sales. It amazing how many otherwise passable sales letters leave the reader floundering as to exactly what expected of them after they read the letter.

Be precise and clear in what you want them to do. Direct the recipient to the required actions. Make it as easy and as quick as possible for them to respond by including such items as direct ordering forms with preprinted names and addresses, fax back sheets, response mailers (reply paid), hyperlink click throughs for e mails.

The Nitty Gritty

This is it. The time to put pen to paper. You should be clear on all your objectives, output formats, target customers, FABs, mechanisms for reply, etc. Now you have to make it all happen. There are a number of simple techniques or formulae designed to help you approach a sales letter logically. They are not intended as a merely as a guide to ensure you cover the right points in the right order.

Interest. Or more importantly, holding
fake oakley wholesale it! Use some surprising or intriguing facts relevant to your product or service. Make sure you are talking about the reader problem, need or opportunity, not about your company or product.

cheap oakleys This is the Promise answer to the reader in it for me? question. Back it up with as many subsidiary salespoints as you can without confusing the main issue.Articles Connexes:

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Finding Effective Sun Protection

Recently, Tom Cruise former sidekick Nicole Kidman was quoted by the Associated Press as saying: "I wish that I hadn been born with red hair and fair skin" as she is concerned about the amount sun exposure and its direct link to an increased risk for skin cancer. She should know, too. After all, she hails from Australia where skin cancer is an exploding epidemic.Subsequently, Australia is the leading the world in
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fake oakley wholesale heightening the quality of skin cancer prevention education and proactive sun safety behavior. Truth be told, skin cancer is the world most common cancer. Sun protective clothing, however, is a highly effective option for individuals to protect themselves from the harmful affects of UV rays all day, every day.If you consider that the average white 100 cotton t shirt is equivalent to only a SPF 6 (which provides about 14 worth of sun protection), clearly there is a need for light weight, functional, stylish, economical, clothing that also provides exceptional protection from over exposure to the sun.On the other hand, sun protective clothing blocks out more than 97.5 of UV rays (which is an equivalent to a SPF 30 sunscreen). This is considered by the Skin Cancer Foundation to be "the best of the best" as it were when it comes to effective sun protection. If you consider that a SPF 20 sunscreen is allowing only five out of every 100 UV protons to reach your skin; it is 95 protective, than sun protective clothing is quite simply the most revolutionary new product available on the market today
cheap oakley sunglasses for those looking for a viable, yet extremely effective, way to protect themselves and their loved ones from sun damage.Dermatologist oncologist, Sancy A. Leachman of the Tom C. Mathews Jr. when UV rays are most intense.SPF 30 sunscreen is also highly recommended for those of us who possess multiple risk factors for skin cancer such as blonde or red hair, blue or green eyes, fair or
oakleys sunglasses sensitive skin, many atypical moles, and even family history of skin cancer like Nicole Kidman. Wearing sun protective clothing, coupled with proper year round use of sunscreens, is the quite simply the best protection available, Sancy says. And her colleagues in the field of dermatological medicine agree."Appropriate sun apparel should offer effective protection against both short term and long term photo damage [such as wrinkling, skin cancer, and even cataracts]," says Dr. In
oakley sunglasses discount other words, effective sun safety apparel ought to protect against both UV B and UV A rays, and sun protective products such as those specially manufactured by Stingray in Australia, do exactly that.Stingray is the original sun protection clothing company to specialize in UV protection swimwear
fake cheap oakley sunglasses and daily attire for children and adults. "As a result of listening to the needs of our many customers, we are able to deliver products that take the out of the sun rays, says Wendy Lister, Managing Director of Stingray. "[People] are now getting the best possible UV protection." Those living at high altitudes or near the equator, have the highest risk in for skin cancer, according to the American Academy of Dermatology.Glen and Liisa Tomson, both natives of South Africa, know first hand the devastating toll sun damage can take on our health. "Too many times my wife and I will be at the pool, and see all these children running around sun burnt. Often, we offer shade [clothing] and sunscreen to the parents so they can better protect their children." Glen and Liisa, in addition to being entrepreneurs and experts, are parents and realize the importance of instilling the practice of sunscreen usage and the wearing of sun protective clothing at a young age so as to develop a lifelong habit of sun safety behavior.In fact, the American Academy of Dermatology reports that sustaining just one severe "blistering" sunburn before age 18 increases
fake cheap oakleys one likeliness of a future skin cancer diagnosis by an estimated 60 In other words, 80 of one lifetime skin damage occurs in the first 18 years of life. This is of particular concern the mountain states where high elevation exposes us to more intense UV irradiation.Dr. Leachman illustrates it best by saying, "Someone standing on the summit of Mt. Timpanogos [Utah] will burn 66 to 77 times faster than someone standing on a beach in Los Angeles [California]." Lechman
cheap oakleys adds, "Skin cancer incidence is increasing at an alarming rate here in the United States, so it is important that we all take proper precautions to protect ourselves."The AAD solidifies Leachman remarks, reporting 1.3 million Americans will be diagnosed with some form of skin cancer this year. The risk is real," Leachman says. "There is a real need for people to take necessary precautions and to teach patients how to advocate for themselves (in reducing their risk for skin cancer)."Articles Connexes:

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How to Register a Trademark

Once you come up with your product name, you must first find out whether or not that name is already being used for the type of product or service that you wish to use it for. You can do this by doing a web search for the name, searching it through the US Patent and Trademark Office website to see if it’s been registered or applied for, or by contracting with a special search company who also check through telephone listings, company names, and has further resources available than either of the previous options. If it’s already being used, you will likely have to consult a trademark
fake oakleys attorney to find out whether or not your use is different enough from the one already in use, to justify spending your money on trying to promote a name that is going to have to be changed later.

Let’s say you can’t find any other uses of the name out there. Does this mean you are home free? Well, not quite. If the name you have chosen is merely "descriptive" of the product, such as "Red Rubber Ball" for a rubber ball toy, or "Meaty Dog Food" for a dog food made of meat, it might be great for the consumer,
oakleys sunglasses but it is not necessarily a name that the US Patent and Trademark Office will accept as a trademark. A name that is "merely descriptive" is not going to pass muster, and will not be awarded a registration. There are other categories of name that are also not registerable, however they are a bit more complicated, and you really should consult a trademark attorney regarding how best to proceed in those cases.

If your product or service name is not already being used, and is not descriptive, what then? Well, at that point you have a number of choices. You can begin using the name, spending the necessary money to promote it, print it on labels, etc., relying on your "common law" trademark rights, or, if you are only going to be using the name locally you COULD go after a state trademark (check with your particular state for details), or you could then proceed with national trademark registration.

Your "common law" trademark rights are good, and you CAN sue someone for infringement if they were to copy your name for a similar product, but the court battle would be a lot more difficult than if you had a national registration. A state registration is pretty good, but what happens when you border another state, and the guy just over the way starts using your product name for a similar product? It’s rather difficult to limit your "territory" in the days of the Internet and easy transportation. Again, a national trademark would definitely make your life easier. (Please note that you can also register your mark internationally once your company grows to the extent that you are trading overseas. In some cases, where the name is very distinctive, and the product is easy to describe and fits neatly into one of the classes for trademarks that you can find on the website, and you can easily send a "specimen" showing that the name is in use in the way you say it is in use, your registration may go through without a hitch and you would receive a registration in approximately 18 months. Then, in most cases, you would be protected against anyone in the United States using your product or service name on a similar product.

Unfortunately, it is not always the case
cheap oakleys that your application for trademark registration goes through quite this easily. Oftentimes, you will receive what is called an "Office Action" from a Trademark Examiner in the US Patent and Trademark Office asking you to clarify something, rewrite your statement of use, submit a different sample, or asking for more information. Or, your name may be "published for opposition" (a required step in the process) and someone who you didn’t find in previous searches turns up to "oppose" your registration. These are cases where you will most likely need the services of a qualified trademark attorney
wholesale cheap oakley sunglasses to assist you.

Once you have submitted your application, an attorney can help you with many of the changes that might have to be made to achieve registration status. However, there are mine fields and pitfalls associated here as well. It is entirely possible that you may have made a "fatal error" in the application, and it must all be started over again. If you don’t find this out until your first office action, you may have wasted six months or more of time, AND
cheap oakleys your entire filing fee, just to have to start over again with a lawyer’s help. If the problems come up at the time of publication for opposition, this is the point where you’re almost entirely through the process. Starting over at this point would likely cost at least
cheap oakley sunglasses a year’s worth of effort.

In summary, your product name can be protected either by common
wholesale cheap oakleys law trademark, state trademark, or national trademark. Both common law trademarks and state trademark registrations have serious limitations, but are available. For national registrations via the US Patent and Trademark Office, you CAN do them yourself, but be aware of the pitfalls and possible difficulties involved. Otherwise, consulting a qualified trademark attorney will likely save you significant time, and will probably save you
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Website Hosting

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