Copywriter reveals secrets of spectacularly successful promotional technique.In a recently published article, Don Hauptman Hauptman is the surname of:
The article, "A Powerful Subscription Marketing Tool: Repurposing Editorial Content Into Promotional Copy Promotional Copy is the second LP release of the indie band Reggie and the Full Effect. Caption on the inner cover Hauptman explains why "editorially driven marketing" pulls so well for so many publishers, both consumer and b-to-b. He outlines the principles that make it work (some less than obvious) and cites numerous examples of its successful use in direct mail and on the Internet Internet Publicly accessible computer network connecting many smaller networks from around the world. It grew out of a U.S. Defense Department program called ARPANET (Advanced Research Projects Agency Network), established in 1969 with connections between computers at the , including traditional envelope-letter packages, magalogs, sample issues, and e-mail campaigns. These case studies include results, and several are illustrated. In the spirit of editorial recycling recycling, the process of recovering and reusing waste products—from household use, manufacturing, agriculture, and business—and thereby reducing their burden on the environment. , here is an excerpt ex·cerpt n. A passage or segment taken from a longer work, such as a literary or musical composition, a document, or a film. tr.v. ex·cerpt·ed, ex·cerpt·ing, ex·cerpts 1. from the article:
People are overwhelmed by advertising. To combat the clutter, they
erect defenses and become resistant to promises and sales hype. But
genuinely valuable information can penetrate those barriers. It seizes
attention, arouses interest, and stimulates curiosity. It gets your
foot in the door--and that's a giant first step toward the sale.
[The use of editorial material in sales copy also] increases the
perceived value of your promotion. You're offering not just promises,
but truly helpful information--whether or not the prospect buys. Thus,
the package or e-mail message is less likely to be regarded as junk
mail or spam and suffer the fate of being unopened, discarded, or
deleted. And in contrast to a premium--for which the prospect must
wait--the gratification is instant.
The issue is available free, courtesy of Vince Dema, publisher of Subscription Marketing. Just send Vince a message with your name and postal address, and the word "Repurposing" in the subject line. Dema, Subscription Marketing, 305 Madison Ave AVE Avenue AVE Average AVE Alta Velocidad Espanola (train between Madrid and Seville) AVE Alta Velocidad Española (Spanish: High Speed Train) AVE Audio Video Entertainment AVE Advertising Value Equivalent ., Ste. 1166, New York New York, state, United States New York, Middle Atlantic state of the United States. It is bordered by Vermont, Massachusetts, Connecticut, and the Atlantic Ocean (E), New Jersey and Pennsylvania (S), Lakes Erie and Ontario and the Canadian province of , NY 10165, 212-679-1881, vincedema@submktg.com Hauptman, Don Hauptman Inc., 61 West 62 St., New York, NY 10023, 212-246-8229, donhauptman@nyc.rr.com |
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