Why the Internet hasn’t killed print catalogs yet

I often say the death of direct mail has been greatly exaggerated, and here’s more proof: according to management consulting firm Kurt Salmon, 11.9 billion print catalogs were mailed in the U.S. in 2014.

Reason: while many consumers order online for convenience or go to a retail location to get the product right away, they enjoy thumbing through catalogs to look at products and get ideas. In addition, receiving a catalog reminds them of the availability of a product or the existence of a merchant they otherwise would have never remembered.
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Features vs. benefits in marketing to engineers

The notion that only benefits should be in your copy and features are boring and no one cares about them is nowhere less true than in industrial marketing.

“The first thing an engineer wants to know is do your products, parts, and components meet his or her design specifications and standards?” writes industrial marketing consultant Achinta Mitra. For example, simply state ‘Manufactured to ASME Code standards, designed to handle up to 300 psig and 415o F.’ Don’t try to embellish features with wordy benefits.”

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Source: Industrial Marketing Playbook

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Tip for Facebook advertising newbies

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Source: Social Media Examiner, 1/26/15

Best colors for components of DM packages

A traditional direct mail package has multiple components including an outer envelope, sales letter, brochure, lift note, and reply element.

When you are selling a high-end professional service to a sophisticated audience, and want to convey an image of professionalism, all components should be printed on the same color paper stock; cream, ivory, and white are the top three choices here.
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When you are selling mail order merchandise to consumers, especially middle America, make each element in the package colorful and a different color; e.g., a Kraft envelope, white letter, four-color brochure, lift note on robin’s egg blue stock, order form on canary yellow. Reason: it makes each element pop visually, compelling the recipient to handle and look at all of them.

In B2B marketing, does sales copy work better than content?

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What’s The Optimal E-Mail Frequency? by Bob Bly

Subscriber WG asks, “How often should we contact our customers with a newsletter?”

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4 Tips That Help You Create Better Presentation Slides

Looking at Mark Zuckerberg and the late Steve Jobs as examples of high standards, it is irrefutable that great presentation skills coupled with slides designed for easy reading can make a great impact on an audience and bring a message across in a most effective and clear manner, therefore a great presentation incorporates equal parts of excellent content, smooth delivery, and a great design.

When it comes to visual design, there are always some common flaws that show up in presentation decks. Read the following 4 tips to creating better presentation slides.

Tip 1: Use consistent colours

Colour is a powerful tool to evoke emotions. The right colour can help motivate readers. Studies show that colour usage can increase interest and improve learning comprehension. While we may use two distinctive colours on the same slide, it can create a dichotomy and upset a clear interpretation on the part of viewers. In that sense, two colours in the same colour range are suggested for use. For example, for two charts appearing on the same slide, you can use one colour in different shades to present the ideas (i.e. dark green, light green). The only time you should use different colours is when you want to show how your contributions are significantly higher than other parties or highlight a significant data point to display on your charts (contrasting purposes).

Tip 2: Use visuals to enhance comprehension

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Tip 3: Use videos when appropriate

Use videos where appropriate in relation to the content. Video clips promote active cognitive processing, which is the natural way people study. You can play video clips within the presentation file without ever leaving the application. In fact, using a video clip not only illustrates your point better, it also serves as a change of pace thereby increasing the interest of your audience.

Tip 4: Compare data in a clear form

Presenters are usually guilty of including too much data in their charts. There are several methods to display data in graphic form; just remember to keep it simple. In general, tables are good for the comparisons of quantitative data. However, tables can lack impact on a visceral level and display that information in a less dramatic or emotional way. If you want to show how your contributions are significantly higher than two other parties, for example, it would be best to show that in the form of a bar chart. Therefore, try to compare the data in a clear form to allow viewers see the difference at a glance.

If you present often in your work, this article hopefully serves as a reminder and refreshment. For new presenters, use these tips as a guide to improve and perform better for your future presentation sessions.

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