Volume 2, Issue 1 Dear Friends, Welcome to the second issue of ARCHETYPE's free bimonthly e-bulletin! Keep scrolling for info on 20 inexpensive marketing strategies that get results, as well as tips on creating irresistible sales letters and fundraising appeals. If you're already a client, thank you again for giving us the opportunity to work with you. We welcome inquiries from potential clients about our graphic design, writing, and other marketing services. Please feel free to call or e-mail us for more information or a free estimate on writing or designing your upcoming project. We are interested in marketing strategies you have found to be successful for your nonprofit or business. E-mail us with the details, and we'll feature you in THRIVE. If you do not wish to receive this e-bulletin, simply e-mail us, and we will take you off of our list. We do not share our e-mailing list with anyone, and you can unsubscribe at any time. The design and formatting of THRIVE is very simple to accommodate all browsers, old and new. If you experience any problems viewing this e-bulletin, please let us know.
ARCHETYPE GRAPHIC DESIGN & WRITING SERVICES Experts agree, marketing is the single most important determinant of business success. You must identify prospects and turn them into customers in order to survive and thrive, and this process is called marketing. (In the case of nonprofits, you must identify potential supporters and turn them into donors and volunteers.) Remember that potential customers and supporters often see your marketing materials before they meet you, see your products, or experience your services, so anything that carries your name should be the best possible reflection of you. Below we have outlined 20 strategies with their estimated cost, excluding staff time. There are no silver bullets and no short cuts when it comes to marketing. You have to devise a plan based on your target audience and your business goals and stick with it before you'll see results. Marketing is an investment in the continued health and growth of your business or nonprofit. We're sure that you'll find that your energy is well spent! E-mail one of your marketing success stories to us at ewfx@mindspring.com, and we'll feature you in THRIVE. 1. Produce a postcard describing your products or services and mail it to your target audience. Follow up with phone calls. Designing, printing, and mailing 1,000 full-color postcards (size 4" x 6") costs about $600. 2. Add an e-mail signature to your e-mail that includes your name, position, company/organization name, tagline, and contact information. Regularly add the details of a special offer or a reminder to the recipient that you are conducting a fundraising campaign. Cost $0 3. Create a booklet on a topic useful to your clients and distribute by mail or at meetings with prospects. For example, if you are a builder, produce a booklet on basic home maintenance. An 8-page booklet (finished size of 5 1/2" x 8 1/2") with a cardstock cover can be professionally photocopied and assembled at a cost of about $.25 per piece. Writing and design cost $400 and up, depending on the complexity of your topic and other factors. The return on a booklet like this can be enormous. 4. Answer the phone on the first ring whenever possible.
Cost: $0
5. Create an annual report. Having an annual report projects credibility and professionalism. Cost: Depends on specifics such as quantity, length, number of colors, and other factors. 6. Send a newsletter on a regular basis to keep your name in front of your target audience and build your image. If you own a business, you can advertise special offerings, provide a coupon, tell clients about your latest success, and provide useful information. In the nonprofit world, newsletters go a long way toward keeping you in the mind of your donors and other supporters, and you can also ask for donations in each issue. For both businesses and nonprofits, the cost and time of publishing a newsletter may be insignificant compared to the revenue it generates each year. Cost: Depends on specifics such as quantity, length, number of colors, and other factors. You will find that a newsletter helps you build relationships with the members of your target audience so that they stay loyal to you. Try it!
7. Make sure that your voice mail message is friendly, personal, and up-to-date.
Cost: $0
8. Join a networking group such as the Chamber of Commerce, a civic group, or your professional association.
Cost: $300-500/year (approximate)
9. Volunteer! It's a great way to practice skills, network, give back, and demonstrate to your constituents that you're involved in the community beyond your business or nonprofit.
Cost: $0
10. Create business cards and leave them on bulletin boards at coffee shops, bookstores, the gym, the public library, etc. Give a couple to everyone you come into contact with. A professionally designed and printed business card in one color costs about $175 for a quantity of 1,000. In addition to your business card, your Identity Package (also called a Corporate ID Package) often includes letterhead and business (#10) envelopes. You may also want to produce mail labels, note cards, memo pads, and other items. All materials typically incorporate your logo, signature colors, and tagline (if you have one) so that you create a consistent and professional look for your business or nonprofit.
11. Send handwritten thank-you notes within 24 hours to every new person you meet with that you'd like to continue a professional relationship with. You can create simple fold over note cards with your business name and logo on them for about $400 (includes professional design and printing 500 cards and 500 matching envelopes).
12. Have an open house for clients and/or supporters. You may want to celebrate an anniversary, hiring a new president or director, reaching a fund-raising goal, etc. Send a great-looking invitation! Cost: $300-$1,000 and up
13. Establish a Web site if you don't have one. Creating a basic Web site can cost as little as $500.
14. Publicize your Web site if you already have one. Make sure that your Web site address is on all of your printed pieces. Send a mailing that advertises your site. Cost: depends on the specific strategy you choose to get the word out about your site.
15. Ask your current clients for referrals. Cost: $0
16. Ask customers to fill out a one-page questionnaire that asks for basic demographic information and feedback on your products/services. Cost: $50 and up for paper, copying, and postage; exact cost depends on how many clients will receive it.
17. Send a holiday card or gift for a lesser-celebrated holiday so that it stands out from the crowd. Cost: depends on number and type of card or gift. There are a huge variety of promotional items available (such as coffee mugs imprinted with your company name and logo) that cost as little as $1 per item when bought in bulk.
18. Create an image brochure for your business or nonprofit. One thousand four-color (full-color) brochures can cost as little at $2,000 for design and printing. Your brochure should be persuasive and explain how your products, programs, or services work. Make sure that you do more than list the features of your product/service; you want to highlight the benefits of working with you to your potential client. For example, if you own a car wash, you don't just provide customers with a sparkling clean car. You save them time and money, help them protect a valuable asset, and help them project a positive image.
19. Always ask, "How did you hear about us?" Cost: $0
20. Create a marketing plan. You plan doesn't have to be complex to be effective. It can consist of one page of information that you can communicate easily to the rest of your staff. Your plan should include your business mission, a description of target audience, your short and long-term goals, your message, the tools you plan to use, a timeline, and the approximate cost of each strategy.
Cost to create the plan: $0
TECHNICAL stuff It helps to know the lingo when dealing with graphic design, copy editing, and printing. Below are some commonly used terms: Creating Irresistible Sales Letters and Fundraising Appeals Sales letters and fundraising appeals are two of the many forms that direct mail can take. The advantages of direct mail are many: you select exactly who receives your materials; it's usually easy to measure your response rate; and it's relatively inexpensive to reach large numbers of people. The key for any kind of direct mail effort is to mail it to the right people. You won't get much of a response to your offer of wall-to-wall carpet cleaning if most of the people who receive it have wood floors or are renters. You must take great care when assembling or buying your list. Follow the guidelines below to create an irresistible letter! Determine the main reasons why your target audience buys or gives Short and sweet? Make it easy on 'em Basic Tips for Successful Letters Speak to the reader in a personal way. Use the word "you" whenever possible and involve the reader from the very first sentence. Renewal letters should assume that the donor/customer plans to reorder or donate again and just needs a reminder. Get the attention of your readers and keep them interested by giving examples of benefits and asking and answering questions throughout the letter. Send a gimmick along with your package such as fireball, piece of gum, or lottery ticket. Appeal to both the mind and heart in your copy. Put the signature in a different color than the body copy. Use actual signatures whenever possible. Demonstrate all the advantages of giving or buying and inspire the reader to action with your copy. Ask for the order/donation. Make it easy for your prospects to order, donate, or attend by including all pertinent info (such as telephone numbers, appropriate dress, and directions) as well as clear and simple forms. Sell benefits not features. For example, fast food restaurants don't just sell hamburgers, they sell convenience, fun, and family togetherness. Make the envelope work for you. Use a colored, odd-sized, or over-sized envelope. Use a cool stamp instead of the meter. Add a "kicker" such as "Do you know the secret to a happy marriage?" or "If you could save a child's life, would you?" Seven out of 10 recipients will open a letter with a handwritten message on the outside. Use bolding, subheads, and lots of short paragraphs to break up the text. Include short testimonials. Don't use abbreviations or esoteric terms unless you are sure that your target audience is familiar with them. If your letter is more than one page, end the first page with an incomplete sentence to keep the reader going. Add a personal note when feasible. Test two versions of your letter by coding the reply card or order form. Include a brochure about your business or organization that explains your products, services, or cause in more detail. P.S.: Your P.S. Should not be an Afterthought! reinforce the offer emphasize or introduce a bonus introduce a surprise benefit emphasize price/terms of your offer remind the reader about tax deductibility spell out your guarantee Client Profile: Client Profile: • How to Turn "Blah" Brochures Into Effective Sales Tools • 20 MORE Marketing Strategies that Work (and Don't cost a Fortune!)
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