Article for Copywriters: Direct Marketing or Conversion Marketing?

For information on my coaching service for freelancers copywriters, visit:

October 2003
Issue # 41

Top reviews:

Michael Masterson's Accelerated Program for Six-Figure Copywriting Originally I had some reservations, based on a lot of hype I had read online. But having gone through a copy of the course in detail, I'm happy to say I think it is really excellent. Read my review of Michael Masterson's course.

Make Your Content PRE Sell This e-book by Ken Evoy covers a lot of ground, but is essentially about writing great content that makes your web site visitors WANT to buy. Highly recommended. Read my review of MYCPS.

Monthly Copywriting Genius One of the best ways to improve your copywriting skills is to study direct mail letters that have performed incredibly well. This is how you learn to write copy that drives action - offline or online. Read my review of Monthly Copywriting Genius

In this issue:

>> Intro: How We Are Perceived
>> Links and Reviews: MarketingSherpa Reports
>> Article: Direct Marketing or Conversion Marketing?
>> Readers Write Back: Too Much Promotion
>> Survey: Are You Seen As a Marketer?

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Greetings,

In the last issue I raised the question as to how we are perceived by our peers and prospects. I was interested in exploring what they think our core skills and abilities really are. And do we, as writers, take advantage of knowing how people see and value us? Just for the record, here is how the susbcribers to this newsletter see me:

Copywriter - 43%
Speaker - 8%
Author - 19%
E-Commerce consultant - 30%

It seems that I am seen principally as a copywriter, with 'E-commerce consultant' coming in a respectable second. Were there any surprises there for me? Nothing really big - although I was surprised that 'Speaker' scored so low.

Also, after last week's issue I received a few emails gently pointing out that the issue was a little heavy on 'promotion' - recommending Gerry McGovern's newsletter, waxing lyrical about Ken Evoy's Site Build It! and making the survey about myself. I have featured a couple of the comments in this issue's "Readers Write Back". My reasons? I know both Gerry and Ken, and I guess one of the things about writing this newsletter is that I have the opportunity to support people I know, when they offer something that could be of value to a few readers.

Anyway, to avoid any future conflicts, real or perceived, betweem the newsletter's editorial and promotional sides, I'll be adding a 'Links and Reviews' section to the lineup in each issue. Any promotional stuff will go in there.

At the risk of talking about myself again...I am quietly launching a new service that might be of interest to a few people. I have decided to do some coaching, for copywriters who feel they might benefit from my help. I'll only do this for a very small number of writers and at a price that is in line with other professional services. In other words, it won't be inexpensive. If you think you might be interested, email me at coaching@excessvoice.com. I'll then direct you to a URL where you can find out more.

Finally, please take a moment to complete this issue's survey. Your feedback goes a long way towards helping me better understand the issues that are most important to the readers of this newsletter.

Until the next issue.

Nick

P.S. Once again, the Excess Voice Resources page has been updated.

http://www.excessvoice.com/resources.htm

>> Feedback: mailto:nick@excessvoice.com

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LINKS AND REVIEWS: MARKETINGSHERPA REPORTS

If you have never checked out any of the MarketingSherpa reports, you might want to do so. They are almost unique out there in offering some really meaty information on very specific subjects.

How to Avoid Email Filters: Practical new Handbook details the 10 specific tactics to improve your delivery rate, including AOL and Hotmail delivery.
http://www.sherpastore.com/c/a.pl?1037&p.cfm/2094

How to Get Better Results from Your Email Newsletter. Create a newsletter readers open and respond to; and how to measure your results.
http://www.sherpastore.com/c/a.pl?1037&p.cfm/1992

Top 25 Case Studies on Marketing with Email Newsletters
-> Steal proven tactics from your peers & competitors
http://www.sherpastore.com/c/a.pl?1037&p.cfm/1993

Copywriting to CEOs, CIOs & Entrepreneurs
-> Lists of exact words that work best
http://www.sherpastore.com/c/a.pl?1037&p.cfm/2012

Want to get more traffic from Google, Yahoo and other search engines without paying for it?
http://www.sherpastore.com/c/a.pl?1037&p.cfm/2020

Customer Service Email Response Improvement Toolkit

Here's an easy Toolkit to train your customer service reps to write clear, helpful email responses that save you money and improve sales.
http://www.sherpastore.com/c/a.pl?1037&p.cfm/2014

>> The Most Popular Reviews from Other Issues:

- WordTracker:
Improve your search engine ranking with the most profitable keywords.

- Site Build It!:
Small business Web hosting, Web design and SEO.

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ARTICLE: DIRECT MARKETING OR CONVERSION MARKETING?

As I start to write this, I’m not quite sure where this line of thought will go.

But I think there is an important distinction here.

The use of direct marketing online, in my view, is largely focused on making an immediate sale of some kind. Maybe you’re selling a product or service, or a subscription to content. And yes, you use direct marketing copy and design to attempt to close the sale. Direct marketing of this kind can be seen on site pages, in emails and in newsletters.

To my mind, as I feel around for a ‘distinction’, direct marketing takes place within a closed and brief period of time. You are going for a reader response right now. Do or die.

When I think of conversion marketing, I see a longer period of time in play.

Yes, I may be trying to convert a browser into a buyer. But I might, and should, have my eye on converting that browser into a long-term customer.

I’m not just trying to make one sale now, I’m trying to acquire and hold a happy, repeat customer.

I see direct marketing as being product focused – ‘Buy this item now.’

I see conversion marketing at being more reader focused – ‘Yes, you can find what you’re looking for right here.’

I see direct marketing as something you measure in percentage points 48 hours after an email drop.

I see conversion marketing as being measured over time, in terms of customer satisfaction, repeat visits, total purchases and the like.

There are probably a hundred holes in my logic here. And it may be that the term ‘conversion marketing’ is not the best for this purpose.

I guess my underlying feeling here is that, as marketers, we would do well to focus less on percentage response rates over the next 24 hours, and more on converting visitors into happy, long-term customers.

If you enjoyed this article, check out 'The Best From Over 200 Articles by Nick Usborne' - an edited compilation of the best of Nick's articles for Clickz.com, between 1998 and 2003.

>> Feedback: mailto:nick@excessvoice.com

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READERS WRITE BACK: TOO MUCH SELF-PROMOTION

"You describe a software program called "Site Build It!", made by one of your friends. I don't doubt that it is a wonderful product, but I think your readers should know that the search engine research feature is far from new.

Wordtracker (http://www.wordtracker.com) has existed a long time. It is a keyword research tool used mainly by search engine optimizers, but it could also be used in the kind of business research you describe. Other well-known sources for keyword research are the keyword suggestion tools for Overture and Google Adwords advertisers."

- Morten Nilsson

"I’ve read your book (it’s great) and have enjoyed your newsletter, and I must say that I was a bit surprised when in this issue of the newsletter you were delivering such a strong sales pitch for Site Build It (complete with commission generating affiliate links). I’m not necessarily offended by it but I found it a bit curious, given that in my brief experience with your work I don’t recall you pitching someone else’s product in this way."

- Craig Miller

>> Feedback: mailto:nick@excessvoice.com

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SURVEY: ARE YOU SEEN AS A MARKETER?

To my mind, every copywriter is also part marketer. A marketing mindset is part of what it takes, I think, to write great copy. But is that how your clients and colleagues see you? Are you treated as someone with valuable marketing knowledge and insights, or simply as a wordsmith?

[ ] I'm seen and respected as a writer with marketing insights and skills

[ ] I'm seen simply as a wordsmith

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