Copywriting Tips to Increase Sales
November 11, 2008

In a recent webinar from the Target Marketing Group (sister unit of Catalog Success), copywriting veteran Bob Bly offered his top secrets on how to use copy to increase sales for both B-to-C and B-to-B marketers alike. Here’s a recap of Bly’s presentation. “Next to the list,” Bly said, “the offer is the most important part of a promotion.” Offers consist of the following elements: * product — what product you’re offering, and what model or version of it; * price — what customers have to pay; * terms — the conditions under which they have to pay; * premiums — what bonus gifts

Upuzzling Matchbacks
November 1, 2008

The marketing manager was suspicious. The pay-per-click Web campaign results looked too good. A matchback revealed that 40 percent of the campaign’s customers, representing 60 percent of its sales, had actually received a catalog before placing their orders. Scary, isn’t it? That’s just one reason why order tracking still matters. Here’s another: The chart accompanying this article is a real — and typical — example of key code capture rates. This unnamed cataloger captured key codes for 46 percent of its orders that represented 62 percent of its sales. Untracked data represented 54 percent of its orders and 38 percent of its sales. The

Increase Productivity and Effectiveness Via New Technology
September 9, 2008

As an industry, we’ve had to weather difficult market conditions before. Whether you want to call it a recession or not, there’s no doubt that times are tough. B-to-B customers are “cautious.” Not dead, but cautious. During such times, B-to-B marketers need to recognize the mind-set of their customers and come up with relevant products, offers and pitches. They also need to keep a close eye on costs. Often, this leads to new, less expensive ways to operate.
Over the course of history, one trend I’ve seen time and time again is B-to-B marketers’ willingness to embrace new technology to increase marketing effectiveness and/or

Behind the B-to-B Online Video Explosion
September 2, 2008

In case you haven’t noticed, the use of amateur video to sell products online is exploding. YouTube has made amateur video perfectly acceptable, and B-to-B catalogers have realized the power of video to educate, inform, sell, demonstrate, serve and communicate.
All this is changing online business shoppers’ expectations. I dare predict that a year from now your Web site will be “old technology” if you don’t have videos that inform visitors of your products and/or services. It should also include videos from your customers showing how they use your products.
No, this won’t force you to build a big, expensive video production facility. Let

Plan Your Year-End Promotions Right Now
August 26, 2008

Many B-to-B marketers have product lines that lend themselves to end-of-year and beginning-of-year promotions. Those should be planned now! Of course, if you sell seasonal products, such as business holiday greeting cards or tax forms, your fourth quarter business is especially important. Most B-to-B marketers still see sales surges at year’s end due to final spending of companies’ yearly budgets.
Your call-center reps may need additional selling tools and promotions at this time of year to take advantage of customers’ seasonal spending propensities. The key driver is your customers’ need to spend all of their annual budgets so they can justify asking for larger

Are Your Call-Center Reps Performing?
August 19, 2008

When times are tough, B-to-B marketers need to stay close to their customers via their call-center reps. On the front lines, reps hear customer objections, concerns and moods. Marketers will want to stay informed to develop sales tactics and offers that will incentivize that next purchase. As you stay close to your reps, you’ll inevitably discover that some are getting better results than others. Why?
Here are some common metrics you can use to evaluate your inbound call-center reps.
1. Paid time, time ready to receive calls and time on the phone. You’ll be surprised at how much of the paid time gets eaten

How to Turn Around Declining Sales
August 5, 2008

In this economy, no one should be surprised to see sales slump. The question is, what can you do?
First, understand why sales are down. Just like a boat that’s filling with water, the leak could be anywhere! Here are some areas to examine as you diagnose the problem.
* Circulation quantities — have you cut back?
* Response rates and orders — have they fallen across the board or just in some segments?
* Average order value — are you getting the same number of orders, but customers are spending less per order? If so, try offering a benefit if customers place an

Key Trends From the MeritDirect Co-op
July 22, 2008

Recently I had the pleasure of being the keynote speaker at the MeritDirect Co-op — the annual gathering of some 400 B-to-B catalog marketers in White Plains, N.Y. As usual, it was a curious and enthusiastic group. I wanted to share my take on the mood of such a group and a couple of important trends I see developing in B-to-B direct marketing today. Here’s a sampling of what I gleaned from the three-day event.
* Cost increases and the slumping economy are weighing heavily on B-to-B marketers’ minds. Their margins and profits are being squeezed.
* Most agree the job of marketing

Beyond a USP: The Secrets to Competitive Advantage
July 22, 2008

The concept of competitive advantage has evolved over the past 60 years. Some companies have attempted to apply advertising pioneer Rosser Reeves’ concept of the unique selling proposition (USP) as a way to maintain competitive advantage in their markets. Reeves’ brilliant conception of the USP was simple: “Buy this product, get this specific benefit.” It remains a powerful technique for marketing individual products. However, when applied to an entire company, it has an inherent weakness. I discussed this concept during a session I led at the recent MeritDirect Business Mailer’s Co-op in White Plains, N.Y. When FedEx began overnight delivery to all 50 states

Revving Up B-to-B Catalog Effectiveness
July 22, 2008

There are some great-looking B-to-B and hybrid B-to-B/B-to-C catalogs these days for both exotic and mundane product lines. But beautiful or ugly, plenty of them compromise response and profit by using layout and copy that ignore key selling and design principles. Applying those principles can help creative teams and management realize full value from their catalog mailing investments. Along with consultant Sandra Blum, author of “Designing Direct Mail That Sells,” I discussed this in a session at the MeritDirect Business Mailer’s Co-op in White Plains, N.Y., last week. By taking the audience on a visual tour and analysis of more than 20 catalogs we