National Mail Order Association
Direct marketing information for business
NMOA Network Newsletter for
December 7, 2010
B o o k
R e p o r t
Direct Mail Envelopes That Work...and
Those That Don't
Making That First Impression Count...and
Still need convincing that the old saying
"You don't get a second chance to make a
first impression" is still true? The
evidence is as near as your mailbox. Every
year, more than half a billion pieces of
perfectly good direct mail pieces are tossed
into the wastebasket without ever getting
Why? Because whoever designed their
envelopes didn't know how to get them to say
"Open Me Now!"
And there's no reason for that waste of good
marketing to continue. Herschell Gordon
Lewis, the greatest copywriter of our time,
spells out all the rules and discloses all
the secrets you will ever need to make sure
that envelope catches the recipient's eye.
F e a t u r e d
P r o d u c t
Wholesale Only: This product is
available only to resellers
A new Wholesale
Sourcing issue of Direct Marketing Digest is now
available at no cost to NMOA network members.
Find the latest new products to sell, current DM
research, studies and books, and 14 new
marketing related white papers available for
download at no charge.
Here's the link.
Wholesale Product Catalog
(Right click on the link to save to your
D i r e c t
M a r k e t i n g A d v i c e
5 ways to charge higher prices
By Bob Bly
I have never liked the discount business or any business operating on a tiny
To me, it's more rewarding to command a higher price, charge premium fees --
and get paid very, very well for what you sell.
But in a competitive world where many other businesses seemingly offer
products and services similar to yours, how do you command a premium price?
There are five factors you can control or exploit to enable you to charge a
much higher price than your competitors in virtually any field - and have
more customers than you can handle waiting in line, cash in hand, to pay it.
The first factor is supply and demand. According to simple economics, the
greater the demand for something and the more limited the supply, the more
the seller can charge and get paid for it.
Since you're not OPEC, you probably can't control the supply of your product
or service available to your customers. So what you have to do is create an
overwhelming demand for you, your product, or your service.
Perhaps the easiest way to do this is to position yourself as the
pre-eminent expert or authority in your field.
If people view you as THE guru in property taxes, hazardous waste clean-up,
or whatever your field is, they will come to you first, knocking each other
over to hire you instead of your lesser-known competitors.
A Yellow Pages Advertising Secret
By Bob Bly
Here's one Yellow Pages advertising technique
that may work for you. Ironically, I learned it
from my dad.
His major means of advertising his agency was an ad in the Yellow Pages.
As a small independent agent in the rather downscale city of Paterson, NJ,
where we lived, Dave Bly couldn't afford the biggest ad on the page - other,
larger agencies could always outspend him.
So one year he decided to try something new.
In his small display ad (I can't remember the exact size), he made the
headline "INSURANCE" in large, bold type.
Underneath, he had two columns of bullets...
P r o d u c