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Hello Kitty

30/4/2013

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The Australian Christian lobby didn’t remember to renew their domain name in time so it was snapped up by Australian Cat Ladies:
http://australianchristianlobby.org/our-values/

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Ten secrets of effective email newsletters

29/4/2013

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1. It's all about the subject line, says marketing strategist Fran Iseli-Hall. “Your newsletter subject line makes a huge difference in the opening rate and it can make or break a campaign,” she adds.
So, “split-test” subject lines - measure which your target market prefers. Most customer relationship management systems (CRMs) enable split-tests and reveal opening rates and bounce rates, Iseli-Hall says, and points to MailChimp, Sendpepper, AWeber, and Constant Contact. Whichever you use, remember to put the recipient's first name in the subject line to boost the opening rate, she says.

2. Keep the newsletter short and sweet, Iseli-Hall says. Her reason: long newsletters often get filed for “later reading”, destined for oblivion. Be brief and your audience will get used to your message and open it because it takes minutes to read.

3. Never lead with your branding. “This one is huge,” Iseli-Hall says. Even design agencies get this wrong, she adds.
If you put your branding at the top or all over your newsletter, it will look “super-salesy”: a no-no.
“Most people don't care about your brand - they care about what's in it for them,” Iseli-Hall says. Branding should go at the bottom with your contact details.

4. Make your newsletter personal, Iseli-Hall says. Speak to your recipients as if addressing one person instead of 1000. So, rather than saying, “Hi everyone, how is everyone?” say “Hi <first name>, I trust you are well...”
Also personalise your newsletter by giving contacts a reason to “connect”. People want to know what you have been doing. So, include a sentence that shows you are human. If, say, you are learning to surf, mention that.

5. Convey valuable knowledge, Iseli-Hall says. “Make sure your newsletters are stacked with valuable information.” Skip blatant selling or people will opt out of your database. Instead, in the bottom of your email, feature a client testimonial. That tells your prospects and clients that others are getting results and might need your product or services.

6. Conduct target market research, says business advisor Alex Pirouz. Find out how many newsletters customers actually want to receive. Most people bungle by sending too many or not enough. Ask up to 300 clients how often they want to be communicated with each week. Then, listen to the market and follow that structure.

7. Segment your database, says Pirouz. Filter your contacts into categories to ensure the content they get strikes a chord.

8. Avoid attachments, says Pirouz. Attachments may mean that your marketing emails are automatically treated as spam. Embed a link instead.

9. Before hitting your whole database perform at least three vital “dry runs”, Pirouz says. Each test group you target should contain 100 contacts, minimum. Assess the feedback you get.

10. Ensure your newsletter comes from a reputable domain name. Remember: many spammers send e-newsletters from personal accounts such as Hotmail, Gmail and Yahoo.
Fail to send your newsletter from your business domain name and it may be marked as spam and never reach that crowded inbox.

Read more: http://www.smh.com.au/small-business/smallbiz-marketing/get-your-newsletter-read-10-hot-tips-20120124-1qf70.html#ixzz2Lyq3eqZF
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How an agency can get it so wrong

25/4/2013

1 Comment

 
Today Hyundai pulled a viral ad for the ix35 SUV. 
Somehow Hyundai had no knowledge that this ad was being produced and broadcast on their behalf.
They issued this apology.
Hyundai Motor deeply and sincerely apologises for the offensive viral ad," the company said in a statement.
“The ad was created by an affiliate advertising agency, Innocean Europe, without Hyundai's request or approval. It runs counter to our values as a company and as members of the community. We are very sorry for any offense or distress the video caused.
“More to the point, Hyundai apologises to those who have been personally impacted by tragedy." 
Why would an agency spend considerable amounts of time and money on an ad that hadn't commissioned?

Maybe the corporate agency decide to sub out this piece of work to an affiliate without going through the normal checks and balances by Hyundai. Whatever the reason there's a lot of damage control being put into practice at this moment. 
1 Comment

David Ogilvy’s Copywriting Process

4/4/2013

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In April 19, 1955 David Ogilvy wrote this to a Mr. Ray Calt. It outlines his process for copywriting an ad. It’s refreshing and human and I’m grateful for this honest look into his thoughts about work. (source)

Dear Mr. Calt:

On March 22nd you wrote to me asking for some notes on my work habits as a copywriter. They are appalling, as you are about to see:

  1. I have never written an advertisement in the office. Too many interruptions. I do all my writing at home.

  2. I spend a long time studying the precedents. I look at every advertisement which has appeared for competing products during the past 20 years.

  3. I am helpless without research material—and the more “motivational” the better.

  4. I write out a definition of the problem and a statement of the purpose which I wish the campaign to achieve. Then I go no further until the statement and its principles have been accepted by the client.

  5. Before actually writing the copy, I write down every concievable fact and selling idea. Then I get them organized and relate them to research and the copy platform.

  6. Then I write the headline. As a matter of fact I try to write 20 alternative headlines for every advertisement. And I never select the final headline without asking the opinion of other people in the agency. In some cases I seek the help of the research department and get them to do a split-run on a battery of headlines.

  7. At this point I can no longer postpone the actual copy. So I go home and sit down at my desk. I find myself entirely without ideas. I get bad-tempered. If my wife comes into the room I growl at her. (This has gotten worse since I gave up smoking.)

  8. I am terrified of producing a lousy advertisement. This causes me to throw away the first 20 attempts.

  9. If all else fails, I drink half a bottle of rum and play a Handel oratorio on the gramophone. This generally produces an uncontrollable gush of copy.

  10. The next morning I get up early and edit the gush.

  11. Then I take the train to New York and my secretary types a draft. (I cannot type, which is very inconvenient.)

  12. I am a lousy copywriter, but I am a good editor. So I go to work editing my own draft. After four or five editings, it looks good enough to show to the client. If the client changes the copy, I get angry—because I took a lot of trouble writing it, and what I wrote I wrote on purpose.

Altogether it is a slow and laborious business. I understand that some copywriters have much greater facility.

Yours sincerely,

D.O.

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