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10 Tips on Writing from David Ogilvy

10 Tips on Writing from David Ogilvy | Old school marketing: Concepts, Calls to Action, and Results | Scoop.it
"Never write more than two pages on any subject."

How is your new year's resolution to read more and write better holding up?
Lynn O'Connell for O'Connell Meier's insight:

"Short words. Short sentences. Short paragraphs." A man ahead of his time. Would have been interesting to see what he'd do with Twitter.

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Michelle Gilstrap's curator insight, June 9, 2013 1:00 PM

The father of advertising, someone we should all remember and learn from regarding writing.

WebMarketingStore's comment, September 6, 2013 11:37 AM
I'm sure Ogilvy on Twitter would have been profoundly engaging.
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3 Classic Marketing Methods That Will Help You Rethink Your Content Strategy

3 Classic Marketing Methods That Will Help You Rethink Your Content Strategy | Old school marketing: Concepts, Calls to Action, and Results | Scoop.it
Content strategy falling flat? You can always lean back on these three classic marketing methods to reinvigorate!
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131 Words That Increase Web Traffic | Orbit Media Studios

131 Words That Increase Web Traffic | Orbit Media Studios | Old school marketing: Concepts, Calls to Action, and Results | Scoop.it
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Postcard Roundup: The Good, the Bad, and the So-So

Postcard Roundup: The Good, the Bad, and the So-So | Old school marketing: Concepts, Calls to Action, and Results | Scoop.it
Postcards have an important place in the mailbox, and marketers on a tight budget love the 2-sided mailpiece. But not all postcards are created equal. I recently spent 30 minutes scanning some postcards into Who's Mailing What! — our massive library of direct mail and email campaigns — and was able to take a close look at some recent mailings.
Lynn O'Connell for O'Connell Meier's insight:

Personalization and calls to action -- always critical. (And affordable on postcards!)

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Perfect example of email content marketing - Bad Language

Perfect example of email content marketing - Bad Language | Old school marketing: Concepts, Calls to Action, and Results | Scoop.it
See how one company crafted an email content marketing campaign that people *want* to sign up for.
Lynn O'Connell for O'Connell Meier's insight:

Interesting example of a sign-up that is well-targeted, well-defined, and does a great job of overcoming your objections.


Yes, they only get permission to send email for 9 days... but that should be enough time to build a relationship.

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Five Tips to Enhance Your Call to Action

Five Tips to Enhance Your Call to Action | Old school marketing: Concepts, Calls to Action, and Results | Scoop.it

A good call to action (CTA) is a lot more than just a link. Very rarely will you get someone to follow your call to action by simply asking them.

Lynn O'Connell for O'Connell Meier's insight:

Without a call to action, your message is simply a message. If you want to get leads, make a sale, or gain fans, you need to ask for action.  This article gives you 5 ideas for how to use proven direct mail techniques both on and offline.

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7 Simple Steps to Writing Product Descriptions that Sell

7 Simple Steps to Writing Product Descriptions that Sell | Old school marketing: Concepts, Calls to Action, and Results | Scoop.it
Does your product copy entice readers to click buy or try? Or do you simply describe your product and tell web visitors what it does?
Lynn O'Connell for O'Connell Meier's insight:

Good solid how-to article.

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An Email Campaign that Converts

An Email Campaign that Converts | Old school marketing: Concepts, Calls to Action, and Results | Scoop.it
Email marketing can be one of the best strategies employed by your business but, unfortunately effective email campaigns don’t come that easily. Even for seasoned marketers, generating compelling copy isn’t a walk in the park.

Via Level343
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Level343's curator insight, November 14, 2013 7:26 AM

The last consideration of email marketing is that your success will depend on testing and learning from your mistakes. Of course there is a lot more to email marketing than presented here but as mentioned above this list is meant to serve as guidance for beginners and provide new perspective for experts.

James Rukas's curator insight, November 28, 2013 9:08 PM

Yummy

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Top 4 Old-School Marketing Methods That Actually Get Results

Top 4 Old-School Marketing Methods That Actually Get Results | Old school marketing: Concepts, Calls to Action, and Results | Scoop.it
You might be surprised to know that some Marketing techniques which have been around for decades are still garnering great results for companies around the world.
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TCS Global Trend Report: Companies To Spend $19M On Social Media In 2013 But Only 10% Have Gained Business Benefits

TCS Global Trend Report: Companies To Spend $19M On Social Media In 2013 But Only 10% Have Gained Business Benefits | Old school marketing: Concepts, Calls to Action, and Results | Scoop.it
Tata Consultancy Services the leading IT services, consulting and business solutions organization in its latest Global Trend Report, shares that despite the hype and increased investments, it seems...
Lynn O'Connell for O'Connell Meier's insight:

I put this on the old school marketing board because even social media needs to focus on results!

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Are Your Readers Insane? | John Rugh, Direct Response Copywriter

RT @johnrugh: Are Your Readers Insane? http://t.co/VAjtTxPj09 #copywriting #contentmarketing #marketing #content #sales
Lynn O'Connell for O'Connell Meier's insight:

“No one cares about your product except you” David Meerman Scott – The New Rules of Marketing & PR

So what’s the lesson for marketers like you and I? It’s this – if we want our messaging to stand out from the absolute glut of advertising and content marketing our prospects are bombarded with every day, we need to make our copy primarily about the reader, not about our company and our “wonder widget”.

Your reader DOES NOT CARE about your product! He has a problem and he’s looking to you, hopeful you can offer him a solution.

So don’t start your sales letter, landing page or email by blasting the reader with puffed up blather about how wonderful your company and product are. Don’t ramble on and on about your product’s features without talking about how those features can benefit the reader. 

From the beginning of your message, talk very empathetically to your reader about him and his pressing, frustrating problem. Give him hope that you have the solution he wants so desperately.

Show him how you can solve his problem. “Prove” to him you can by showing how you have solved the same problem for others like him; offer him client testimonials, case studies and success stories."

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Direct Response Television - A Marketing Method Which Never Fails - excellentguide

The benefits of direct response TV

Lynn O'Connell for O'Connell Meier's insight:

DRTV is not right for most of O'Connell Meier's clients, so we don't have personal experience with it. That said -- I have seen amazing case studies from marketers who use it for product sales. It has to be the right kind of product, but it can deliver astounding ROI for those products.

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Direct Mail Marketing, Direct Profit? [Infographic]

Direct Mail Marketing, Direct Profit? [Infographic] | Old school marketing: Concepts, Calls to Action, and Results | Scoop.it
Marketing Strategy - Despite the persistent rumors that print is dead, mailboxes everywhere continue to get stuffed with direct mail marketing pieces. But how successful is direct mail marketing really?
Lynn O'Connell for O'Connell Meier's insight:
Direct mail still belongs in your marketing plan!
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David Ogilvy's Timeless Principles of Creative Management ...

David Ogilvy's Timeless Principles of Creative Management ... | Old school marketing: Concepts, Calls to Action, and Results | Scoop.it
David Ogilvy's Timeless Principles of Creative Management. Choice morsels of the “original Mad Man” David Ogilvy from the book The Unpublished David Ogilvy. #advertising #businesstips · “If you ever find a man who is ...
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13 Damn Good Ideas from 13 Dead Copywriters - Copyblogger

13 Damn Good Ideas from 13 Dead Copywriters - Copyblogger | Old school marketing: Concepts, Calls to Action, and Results | Scoop.it
Advertising is an ancient art. Its history is full of tools and strategies you still use. Here's why this matters.
Lynn O'Connell for O'Connell Meier's insight:

Whether you're in marketing or social media, learn from the pioneers! Lots of wisdom in this article.

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Study: Personalized Emails Deliver 6X Higher Transaction Rates, But 70% Of Brands Fail To Use Them

Study: Personalized Emails Deliver 6X Higher Transaction Rates, But 70% Of Brands Fail To Use Them | Old school marketing: Concepts, Calls to Action, and Results | Scoop.it
Experian Marketing Services has released its 2013 Email Marketing Study, analyzing a wide breadth of email marketing best practices, including personalization, social integration, mobile and customer preferences. According to the study’s findings, personalized promotional emails were shown to lift transaction rates and revenue per email six times higher than non-personalized emails. Surprisingly, the majority of […]
Lynn O'Connell for O'Connell Meier's insight:

Personalization rules! If you're not personalizing emails, you're missing a big opportunity. 


Shocking: only 7% of brands use customer preferences to determine marketing channels -- and only 35% ask customers how often they wish to receive emails. 60% do NOT give customers the option to select the type of emails they want to receive. BIG missed opportunity here, folks.

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Guest Post: 10 Print Marketing Statistics You Should Know

Guest Post: 10 Print Marketing Statistics You Should Know | Old school marketing: Concepts, Calls to Action, and Results | Scoop.it
The best marketing strategy is to incorporate a mix of digital and print marketing into your strategy, justified by these 10 print marketing statistics you should know.
Lynn O'Connell for O'Connell Meier's insight:

Direct mail marketing yields, on average, a 13-1 return on investment ratio. Intrigued? Read the article for more on response rates and ways to drive sales, donations, and website visits via mail.

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Terrifying Tales of Marketing Zombies Curating Content - Business 2 Community

Terrifying Tales of Marketing Zombies Curating Content - Business 2 Community | Old school marketing: Concepts, Calls to Action, and Results | Scoop.it
Terrifying Tales of Marketing Zombies Curating Content
Business 2 Community
Terrifying Tales of Marketing Zombies Curating Content image content curatin Marketing Zombies 1 When the gun smoke cleared, they saw what they had done.
Lynn O'Connell for O'Connell Meier's insight:

This satire takes aim at marketers who retweet mindlessly just to boost their Klout score -- without ever thinking about what their customers need or want. (Or how to turn prospects into customers.)


It's funny, and underlines a real problem: marketing exists to produce sales. Even social media. That doesn't mean that every tweet needs to produce a sale. It does mean that your overall strategy must boost your bottom line. Because if it doesn't, why are you spending time and money on it? Your boss may not be asking that question today, but they will soon. They always do.



"These marketing zombies didn’t know what they were doing. They were just repeating the things they’d heard from other zombies.

Once bitten by the idea of becoming a key opinion leader (KOL), they’d abandoned what they knew about actual relationship marketing and long-term brand building. Everyone was in it to promote his own Twitter handle — like that meant anything in the real world. Like it meant anything to the brands they served and the customers they represented. Klout denied responsibility for starting the outbreak, but it didn’t really matter."


Read more at http://www.business2community.com/content-marketing/terrifying-tales-marketing-zombies-curating-content-0749374#wKSvPeDI2GiHt0QZ.99
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Study: What Makes You Click On A Headline?

Study: What Makes You Click On A Headline? | Old school marketing: Concepts, Calls to Action, and Results | Scoop.it

The form of the headline for this article — a question headline with “self-referencing cues” (“you”) — is more likely to generate a click than a question-only headline or a pure “declarative” headline.


Via Kamal Bennani
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Joe Winpisinger's curator insight, January 15, 9:32 PM

Someone smart told me the company that blows away their competition the most on social media tries 25 different headlines on every post til they get it right.  More on social media and real estate:

 

www.joewinpisinger.tumblr.com

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How Many Times Should You Repeat Your Messages? | Mr. Media Training

How Many Times Should You Repeat Your Messages? | Mr. Media Training | Old school marketing: Concepts, Calls to Action, and Results | Scoop.it
Spokespersons who change their messages from interview to interview prevent their audiences from understanding, remembering, and acting upon their messages.


...Just how many times do you have to repeat your messages in order to achieve your goals? Advertisers rely on the concept of effective frequency to determine the number of times they should run an advertisement. Commercials for simple products with high name recognition might need to be seen only twice to result in a sales increase, whereas ads for less familiar brands might need to be seen nine times.


In the age of media and message oversaturation, those numbers strike me as low. I advise my clients that moving their audiences from unawareness to action requires anywhere from 7 to 15 exposures—and sometimes more....


Via Jeff Domansky
Lynn O'Connell for O'Connell Meier's insight:

Ever wondered why you see speakers and talking heads and ad campaigns repeating the same message over and over? Because repetition works!  Remember: no one else is following your content as closely as you do. And, on most platforms, you only reach a fraction of your audience with each post. Repeat your key messages regularly.

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Jeff Domansky's curator insight, December 14, 2013 11:43 AM

Brad Phillips offers key message advice to media interviewees.

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B2B Marketing Tip: How to Create an Offer

B2B Marketing Tip: How to Create an Offer | Old school marketing: Concepts, Calls to Action, and Results | Scoop.it
One of the most neglected weapons in the B2B marketing arsenal is an offer that gains attention and drives action. See on socialmediatoday.com

Via Gerrit Bes
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Refreshing a Nonprofit Classic

Refreshing a Nonprofit Classic | Old school marketing: Concepts, Calls to Action, and Results | Scoop.it
To see the work of great painters, you usually need to go to a museum or art gallery. To read the work of great copywriters — and learn from it — you need only to look through the mail that arrives at your doorstep every day.
Lynn O'Connell for O'Connell Meier's insight:

I learned more by studying successful direct mail packages than I ever did in school.  Who's Mailing What has an amazing archive of classic packages, along with current mailings.

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What 7 Masters Of Persuasion Can Teach You About Behavioral Marketing

What 7 Masters Of Persuasion Can Teach You About Behavioral Marketing | Old school marketing: Concepts, Calls to Action, and Results | Scoop.it
What 7 Masters Of Persuasion Can Teach You About Behavioral Marketing on B2B Content Strategy curated by Walt Goshert (RT @MarketingCaddy: What 7 Masters Of Persuasion Can Teach You About Behavioral Marketing | @scoopit
Lynn O'Connell for O'Connell Meier's insight:

#1) Help them do what they already want to do and #7) Learn why people DON'T do things alone make the post worth reading.

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Infographic: Segmentation Sorcery - Direct Marketing News

Infographic: Segmentation Sorcery - Direct Marketing News | Old school marketing: Concepts, Calls to Action, and Results | Scoop.it
Infographic: Segmentation Sorcery
Direct Marketing News
Transforming data into insights leads to truly magical marketing.
Lynn O'Connell for O'Connell Meier's insight:

Targeting the right message to the right people on the right channel at the right time -- that's the magic!

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Slick Self-Mailers That Get the Sale

Slick Self-Mailers That Get the Sale | Old school marketing: Concepts, Calls to Action, and Results | Scoop.it
Every month, I sit down with Paul Bobnak at a big round table in our archive, and we pour over the mail. We spot some trends, and inevitably see some outstanding mail alongside some, well, lousy iterations.
Lynn O'Connell for O'Connell Meier's insight:

See 5 examles of trends in self-mailers from Who's Mailing What

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What Qualities Make a Great Leader?

What Qualities Make a Great Leader? | Old school marketing: Concepts, Calls to Action, and Results | Scoop.it

We've all had our share of good and bad bosses, but what made us like or dislike them? While our personal opinions take a share of the credit, consistent qualities tend to crop up when we look at good management. What do you think makes a great leader?

 

Famous advertising executive David Ogilvy offers up an interesting list:

 

01. High standards of personal ethics.

02. Big people, without pettiness.

03. Guts under pressure, resilience in defeat.

04. Brilliant brains — not safe plodders.

05. A capacity for hard work and midnight oil.

06. Charisma — charm and persuasiveness.

07. A streak of unorthodoxy — creative innovators.

08. The courage to make tough decisions.

09. Inspiring enthusiasts — with trust and gusto.

10. A sense of humor.


Via paulgreen
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