Free Nutritionalmarketing.com Report Tells You How

FOR IMMEDIATE RELEASE                                        CONTACT:  Tom Ellis

July 3, 2000                                                                      Ellis Communications, L.L.C.

                                                                                             Phone (623) 780-4558

                                                                                             E-Mail dellis@syspac.com

  

Although direct mail can be an effective marketing tool for nutritional retailers, they must approach this medium with care and thoughtfulness if they want the best results.  In other words, take the time to do it right.

Nutritionalmarketing.com, a Web site that offers marketing information for professionals in the nutritional industry, has a free report available for downloading titled “24 Principles of Direct Marketing.”  This report offers retailers advice on how to implement successful direct mail.

 “There’s a lot to think about when putting together effective direct mail pieces and mailing them,” says Martin R. Baird, president of nutritionalmarketing.com.  “But anyone can do it well if they know the fundamentals.”

Following are several suggestions from the report:

Heed “Daly’s Law”  – “Everything takes longer and costs more.”  Baird says it’s wise to start a direct mail project in ample time so that all elements of the campaign come together in an easy manner.  Use a reverse timetable to plan what needs to be done and when.

Remember the Four Elements of a Direct Mail Package – 1.  The graphics, or the carrier, must be opened by the reader; “what does it look like?”  2.  The offer, or the way the proposition is phrased; “what’s the deal?”  3.  The copy, or the compelling description that gets the reader to act; “how is it said?”  4.  The mailing list, or the targeted audience most likely to act; “who is it sent to?”

The Mailing List is Critical – Mailing a striking carrier and compelling copy to the wrong prospects is a disaster, Baird says.  Keep the most accurate and up-to-date lists possible to increase your margin of success.

            Direct Mail is a Demanding Taskmaster – “If the direct mail fails, it’s probably you who missed somewhere, not the medium,” Baird says.  “If possible, test some or all portions of your program so you can alter methods, if necessary.”

Write Compelling Copy – For success, Baird says, remember that the three S’s of successful copy are Simplicity, Sincerity and Serenity.

Direct Mail is a Substitute Sales Representative – While a face-to-face meeting with a prospective customer can provide immediate answers and a way to overcome objections, direct mail copy must anticipate all situations and ensure logical points are covered.

Incorporate an Action Device – “Include a coupon, order form, reply card, phone number or envelope to make it easy for the recipient to take the desired action,” Baird says.  “Repeatedly tell the recipient what action you want, and make it simple to do.”

Repeat Mailings Are Imperative – If all elements of the direct mail package are good, repeat mailings must be done, Baird says.  “It’s difficult to wear out a good mailing list and, unless mailings are overdone, you can’t wear out your welcome,” Baird notes.

KISS and CIPU – KISS stands for “Keep It Simple, Sweetie” and describes how to tell your message, Baird says.  CIPU, which stands for “Clear If Previously Understood,” cautions you to avoid lapsing into business jargon you understand but most everyone else doesn’t, Baird says.

Are You Compliant? – Stay current with changing postal rules, rates, regulations and procedures, and regularly monitor your procedures to ensure you’re in full compliance.

            Baird’s report includes other tips.  To receive a free copy of  “24 Principles of Direct Marketing,” simply log onto the Internet, go to nutritionalmarketing.com and download the report.

            The only Web site of its kind, nutritionalmarketing.com is the premiere source for free marketing advice, information and tools for self-driven, success-oriented nutritional retailers who are demanding information that helps them market their business, meet the needs of their customers and increase sales.  Nutritionalmarketing.com also is an electronic forum where retailers can learn from each other by discussing common problems, sharing ideas and gaining new insights from their peers.  Increasing competition in the nutritional industry is bringing the value of effective marketing to the forefront, and nutritionalmarketing.com is designed to help retailers strengthen this crucial aspect of their business.  All the information at nutritionalmarketing.com is available at no charge because the site is sponsor supported.