If you’re working on a direct marketing effort for major and/or planned gifts, there are just two things you need to know:
1. What’s really important
2. What’s really unimportant
I’m telling you this because I’ve seen way too many people focus way too much time and effort on things that simply don’t matter much at all. They get deeply involved with irrelevant details. As a result, they waste their own time and their co-workers’ time.
They fail to see the big picture. They fail to recognize what’s really important… RESULTS!
For instance, as much as we try to help them avoid doing so, some of our clients spend way too much time and effort noodling every word and every syllable of every email or letter we write on their behalf. Others spend way too much time fussing with the colors, the layouts, the fonts, and other design elements.
What’s really most important for a direct marketing effort to work is the list. It’s paramount.
Next is the offer. An offer needs to be awesome. It needs to compel your supporters to raise their hands. To come forward. To engage.
After that, it would be terrific if your timing is good. But, you need amazing tracking and scoring technologies for that.
Last, and always least important, is the creative. It’s important to recognize that your body copy will never do the heavy lifting. In fact, you can write pretty average body copy and you can still achieve great results— if your list, offer, and timing are spot-on.
So remember to pay attention to what’s really important. Spend less time on the really unimportant stuff.
Focus much more on your headlines and much less on your body copy.
Make sure those headlines include offers and benefits.
Make sure you are sending those offers and benefits to the right people.
And, spend more time figuring out when is the best time to send your communications to the right people.
Stop focusing so much on the little things that matter least.
Professional marketers focus on what’s really important. Amateurs focus on what’s really unimportant.
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