This afternoon I was working with @denisebhearden on compiling results from a recent social media campaign we did on behalf of one of our long-standing clients when I noticed a link from a blog post in 2008 floating around the “twittersphere”. The article, originally posted on Ad Week in 2008, described how a TNS Media Intelligence/Cymphony poll showed that “agencies don’t get it”. Among the chief complaints was the agency treatment of outlets like blogs and social networks as traditional media. I hope that since social media has come such a long way in the past couple of years more agencies have come around to understanding the dynamics and power of social media. Has yours?

Johnson Direct has. We’ve produced measurable results over multiple channels for our clients, and that includes social media. If your in house team or agency is still struggling to define social media ROI , then it’s time to take control and realize that you are already behind. Playing catch-up with your competition is never an easy task and it’s about time to start looking into ways to increase your market share and in turn improve your bottom line. Johnson Direct has helped both B2B and B2C clients navigate the murky waters and make sense of social media so you can focus your resources on things that matter most to you: building and maintaining a dominant presence in your industry. After all, isn’t that why you hired an ad agency in the first place?

Anthony Piwarun
eMarketing
anthony.piwarun@johnsondirect.com

I recently was shopping for a research subscription and contacted a couple of industry leaders for a price quote. In both cases, membership levels and prices were not available in print or online. I had to provide my name and contact information and wait for a sales representative to contact me. A week later and I’ve only heard from one of the research providers. I’m sharing with you the shocking experience I had today with the more popular research company.

On January 15, I submitted my “urgent request” to hear from a new business developer via phone AND web/email. I waited six business days to before I received a phone call.

During this call, the rep asked some questions and explained the options. I expressed interest in the basic membership level and he offered to put me in touch with a senior-level rep who could talk to me about discounts and negotiated subscription rates. I was contacted by rep #2 later that same day. After hearing a typical sales pitch, and nothing I hadn’t heard from rep #1 that morning, I told him that I’m interested in the basic membership and ask him if there are discounts or variations of which I should be aware.

Rep #2 quickly announced that his company does not sell the basic membership without the mid-level membership (more than double the basic level price). Of course, I’m at a loss as to what the basic level membership is for, since the mid-level membership already includes the basic level benefits. I announced to rep #2 that I am surprised regarding this major discrepancy in membership options and frustrated by the fact that we had to wait a week to hear from a sales person that could provide pricing. Rep #2 chose not to explain my options further or to soften the blow. Instead, with an obligatory tone, he apologized for the misunderstanding and concluded the call immediately.

I sat for moment, mouth agape, bewildered by this brief sales call. It left me feeling bitter because at Johnson Direct, we fight very hard to retain our current clients and win new clients. Our philosophy is to go “above and beyond” whenever possible. Day in and day out, everything we do is aimed at supporting our clients AND prospects. After all, a prospect seeking a new marketing partner may not sign-on as a client today, BUT you never know when your paths may cross again in the future. Leaving them satisfied short-term may reap benefits long-term.

I can’t believe that a large, well-known company can afford to perform new business activities in this manner. If I’m treated like this before the contract is even signed, how can I expect my needs will be met responsively and respectfully as a paying customer?

Sound familiar? I hope not! But, if you’ve had an unfortunate experience in any way similar to this, share it with me!

Denise B. Hearden
eMarketing Director
denise.hearden@johnsondirect.com

Kids and great copywriters have something in common: they both understand the power of clear and simple communication. Getting their point across loud and clear is a definite skill that kids possess when they want something “right now!” For a more effective message, apply some of these same principles to your next marketing campaign.

I recall a family vacation in Florida where I listened as my two eldest children were bickering. My oldest child, Morgan, kept telling my second oldest, Mason, “Stop copying everything I say!” (You know how kids play this “game” to annoy each other.)

Mason chimed back, “Stop mimicking everything I say.”

Morgan responded back, “Huh, mimicking is not the same as copying.”

I interrupted, “Yes, in this case it is.”

Upon which Mason said, “See Morgan, it IS the same. ‘Mimicking’ is just an adult word that they say instead of ‘copying.’”

Selecting Just the Right Words
Which brings me to the subject at hand, the power of words, specifically, the right words and how they can profoundly impact your marketing success.

For instance, there is a big difference in the following phrases:

Learn how to become wealthy beyond your dreams.

Or…

Discover how to become wealthy beyond your dreams.

Learning implies work and a degree of difficulty. To discover is to come upon something by accident, to be lucky, and implies ease and no work at all.

And that’s just a single word. Great communicators understand and know that even changing one word can strengthen your prose dramatically, and have a positive impact on results. They understand the power of compelling, benefit driven headlines and how to craft copy that stops you and gets you to read on and—more importantly—respond and act quickly. This is especially critical with e-communications where attention spans are short at best.

A great writer understands that today, more than ever, you sell the offer, not the product or service while simultaneously building credibility and asking for the order. They understand that their job is to sell and understand the psychology of human behavior.

Consider the following headlines:

Protect your family for $25 yearly.
(This is not a mistake, read on to find out how.)

Or…

Protect your family for $25 yearly.

While both are compelling, the first headline addresses the question in our prospects mind “This sounds too good to be true,” eliminating doubt and reinforcing that it is indeed true, establishing credibility and subconsciously getting the reader to read on further for more information.

More readers will want to know “how can I protect my family for such a small amount of money.” In this case, adding a simple phrase makes a big difference. A logolept (word maniac) knows the power of clear and simple communication.

They do not tire of words like “free”, “new”, “now” or “you.” They wield this clout in each piece of mail they write to grab new leads…every site they help build to get hits on the Web…each ad they send to pull in new sales. Read these words over, and you should know what we mean when we say that they like to put their skill to the test.

In fact, the paragraph you just read is created from single syllable words. (Is that cool or what?). Clear communication should not be complex.

They know and understand that we need to tell the prospects/customers what to do:

Respond by June 13th
by completing the enclosed reply card
or dialing, toll-free, 1-800-YOU-RULE
to receive your 10% discount.

Professional communicators also know the power of testing and analyzing results. Make no mistake, you can be a great writer, but that does not make you a great direct response writer. And today, those who can get results are in even higher demand. By combining the right offer, with the right words, adding some psychological principles, and understanding selling and the sales process, you can help your clients and companies succeed.

So, the next time you’re out and about town, listen to the kids as they talk to each other.

We’d be wise to copy – that is, mimic the way they interact from time to time.

You can read the full article by clicking here.

The Grand Effie award goes to Burger King for its “Whopper Freakout” Ad done by CP+B.

Here’s the release.

Ahem, Burger King sales are down! Yet, they win THE award. I always thought that your advertising/marketing was supposed to bring in MORE sales. Silly me. I’m so old school.

For any readers out there who have, say $5, $10 $50 million they need to spend…give me a call. I’m sure we could rent a logo-laden helicopter and drop lots of money over wealthy sub-divisions. Imagine the press we would garner. And, all the awards we would win!

Better yet, I’d only prefer calls/contact from those who want to implement real, measurable marketing and watch their sales soar.

Grant A. Johnson

(As seen in this week’s E-centric enewsletter) It seems as e-communication evolves and proliferates, becoming more accessible and sophisticated, often marketers react by making their messages more comprehensive and thus complex. Instead, we should look at the growing landscape and plethora of e-media options as an opportunity to get back to the basics.

It’s imperative marketers recognize that customers and prospects get inundated with thousands and thousands of marketing messages each and every day. As such, our brains shift into overload mode and tune out the vast majority of these communications. Customers and prospects are all skeptical because of the sheer volume of marketing to which they are exposed.

So, where do you begin your travels back to the land of the basics? You start by making your messaging more about your audiences (less complicated) and more testable. READ ARTICLE  (by Grant A. Johnson)

A friend asked a good question that is very pertinent in today’s economy: “How do you position your marketing in a recession?” I have some opinions, based upon real world experiences that might be helpful.

Make sure you focus on customer service and retention FIRST. To create raving fans you need to prove that you care about your customers. If you do that, when you go to them and ask for additional business, referrals and testimonials, they will be more than happy to help. I would say that far too many companies, even in this economy, assume that their customers will stick with them. Don’t assume. Actions speak volumes over words.

Do something unexpected for your best customers. Send them a card, coupon or email. Better yet, pick up the handset in the box with the buttons and call to simply say “thanks.” You’ll likely be surprised by the reaction. They will be stunned. Sell Value and Change Positioning

People are looking for deals. How you position them will have a major impact on results. You need to sell VALUE to succeed in these tough times, so do it. *With increased economic pressure comes anxiety. Understand this. Doing so means relying less on emotional creative approaches and more on logical, rational creative executions. Use more numbers, facts, data and the like to appeal to the left brain with your marketing. Watch what happens to results.

Finally, test, test and test some more. It will get you to relevancy faster than anything else. If you read this blog on a semi-regular basis you are likely sick of hearing this. But now is when you can truly gain market share, goodwill and sales. It’s no mistake that two of the companies who are doing well now test a ton: Amazon and Netflix. This should be a lesson to all who think that testing is too expensive, don’t have the time or think that their marketing is doing fine without it. My experience helping companies market through several recessions prove that these tips work. Give me a call at 1-800-710-2750 and let’s talk and see if I can help.

Grant A. Johnson

Johnson Direct LLC

1-800-710-2750

3/2/09

Happy Monday to you!

Yesterday, March 1st, 2009, Johnson Direct turned 10-years-old. We could not have achieved this milestone without great clients like you. So, thank you!

Back on March 1st, 1999 my dream was to build a multi/cross-channel marketing communications agency that focused on results. Real, honest-to-goodness marketing that is measurable, testable and helps boost your bottom-line.

Thank you for allowing us to help you reach your goals and for turning my dream into a reality. If you were to ask me 10 years ago if I would have the privilege of working with clients like you, General Mills, Gardner Bender, Microsoft, ABB, Johnson Controls, Reader’s Digest, Harley-Davidson, GE Healthcare and GE Financial, AAA Life, Humana, several Blue Cross plans, Omaha Steaks, LSS, Super Products and many, many others, I would have likely answered that I was interested in working with good people who need great results. I am truly humbled by the clients and friendships we have established in the past 10 years.

A funny thing does happen when you really partner with clients, strive for continuous improvement and look out for their best interests. You grow. You get referrals and the word gets out that the marketing you are doing is indeed working. Yes, even with the economic downturn we are helping clients get measurable results.

It’s an unbelievable feeling when you prove that marketing can still lift sales. The proof is the “thank yous” I continue to receive.

Of course, we are always looking for more client partnerships, so if you know anyone who needs to add measurability to their marketing, please have them call me.

In closing, I am proud of our work together and for the partnership we have created. I look forward to another 10 years of increased marketing ROI with you.

Sincerely,

Grant A. Johnson

Johnson Direct LLC

1-800-710-2750

Chief Marketer and E-Centric ran this piece on the increasing use of Internet Video in marketing today. I hope you have success with this emerging media.

Grant A. Johnson
Johnson Direct LLC
1-800-710-2750

In the late spring/early summer of 2008 a B2B client hired my firm, Johnson Direct LLC, to undertake a comprehensive marketing audit that included primary and secondary research, customer analytics, a short and long-term marketing plan and recommended tactics to achieve strategic goals that we helped establish. The beginning of my Direct Branding process. Pretty straight-forward marketing stuff, albeit comprehensive and a bit complicated, time consuming and a decent investment.

My team went to work, got good and dirty, visited trade shows, talked to editors and reporters, interviewed experts, reviewed market segments and opportunities, did a competitive marketing audit, complete with positioning in each segment, met and talked with the sales reps, and combed the internet for materials.

This process took a good six to seven months to complete.

As the process unfolded, the economy got worse, then terrible and then horrific. I was sure the client was going to abandon the recommended tactics of the plan, which began with advertising once the new identity, re-positioning and re-branding were completed.

I was wrong.

The company president had the foresight to move forward and put his faith in my team’s comprehensive research and plan. I am sure glad he did. And, so is he? How can I be so sure?

After the first ad ran, they secured a very large sale (large enough to pay for the ENTIRE audit and advertising/marketing budget for the year). Because they tele-qualify leads, they talked to a prospect who had written the company off and was all set to purchase from a competitor. Then, he saw the new ad, did some more research, called in the sale rep and the sale commenced.

This is a true story. It’s NOT about me, my firm or our process. It’s about doing your homework and knowing that marketing, when done correctly and measured STILL works, even in this lousy economy.

Don’t dismiss this as dumb luck. Now is the perfect time to market. Afterall, your competitors are likely withdrawing. Another client just achieved a 14.3% response rate and another grew nearly 60% last year and anticipates larger growth in 2009.

Does this success come easy? Heck no. It’s a lot of work. The payoff, however, going to market with the knowledge that you understand your customers/prospects, your position in the marketplace, as well as your competitors and what differentiates you allows you to enter with a higher degree of confidence. Then there’s testing to minimize your exposure, but this post is long already.

Go for it! Market intelligently and market away. You’ll gain market share and you’ll be growing while your competition is huddled under their blankets, afraid that success will remain elusive. I know you’ll prove them wrong.

Grant A. Johnson
Johnson Direct LLC
1-800-710-2750

Promo magazine asked me to write this piece on marketing testing. I hope you find the content relevant.