This issue contains one of the best and easiest networking icebreakers yet, 10 reasons why you should use email marketing and 10 excellent ways to start a sales letter.
Our non-marketing feature is a continuation from our last issue, discussing repetitive motion injuries and carpal tunnel syndrome. This time we review prevention and proper workplace set up.
As always, your only dues for receiving The Next Level are to pass it along to anyone you think may benefit and to visit our advertisers.
The next time you are at a networking event and need to introduce yourself, break the ice or cure a lull in conversation try the following. Smile and ask, "Want to trade cards?" They almost always respond yes. This simple question is non-threatening and powerful. It also acts as a great screener. If they say no or duck out, then you immediately know where you stand.
I gained this valuable networking tip from a speech I saw given by Matt Abelson, a sales and networking coach at Sales Alliances. mattpa06@aol.com 267-337-0337
John Libonati is a partner at Ascension Design, a full service graphic design firm outside Philadelphia. He can be reached at John@ascensiondesign.net or 215-591-1010.
Permission based, or Opt-in email marketing is rapidly become a preferred direct medium among business-to-business and business-to-consumer marketers, as well as corporate communications executives. There are many reasons why this medium is quickly growing in popularity. In this article we will review ten benefits to digital direct marketing.
Interactivity - A visually stimulating HTML or Rich Media message can quickly get a recipient's attention and entice them to take action. When the prospect clicks over to a web site or micro site, the marketer has the ability to captivate them with additional details about new products or services and offer or encourage them to reply through a form or email link on the site.
Dramatically higher response rates - Opening and responding to an email is just a click away. Because of email's interactivity and ease of response, recipients are often more likely to take action. A properly designed and crafted email campaign typically delivers five to ten times the response rate of traditional direct marketing.
Cost-effectiveness - Email marketing eliminates costly printing and postage costs, which greatly reduces the impact to marketing budgets.
Immediate lead generation - You'll start receiving inquiries the same day you email. In fact with business-to-business email, you'll typically get the majority of your inquiries within the first 2-3 days.
Trackable - Learn how well your message is getting through to your audience. You have the ability to see who opened your message, who read it and on which links they took action.
Fast to implement - In a rush to announce something big? With email it's easy. There's no waiting for mail pieces to come back from the printer and delivery is almost instantaneous.
Precision timing - Need to make sure that your message is timed to hit on a specific date? Messages can be sent and received the same day.
Easy customization - To increase response rates even further, advanced customizable services offer you the ability to personalize your message with the recipient's name in the subject line and/or the body of the message. Content can also be dynamically altered based on predetermined recipient preferences.
Testing - Email provides quick reactions to different subject lines, content selections and creative designs. An organization can easily choose the most effective combination after conducting inexpensive email testing.
Privacy and Control Issues - Subscribers choose to receive email communications through an opt-in process. In addition, each email communication provides the recipient the opportunity to stop receiving further messages. These stringent steps are taken to respect the email recipient's right to opt-out, increase response rates and boost your organization's integrity.
Email marketing is not the end all, be all of marketing solutions but it is fast becoming an integral part of the essential marketing mix. When implemented correctly, email marketing assists in maximizing an organization's existing marketing initiatives.
Lisa Pfleger is Business Development Manager at ANNODYNE iNTERACTIVE, an Email Marketing and Communications Agency in Montgomeryville, PA. Contact her at lpfleger@annodyne.com or 215.412.9449 www.annodyneinteractive.com
Have you ever tried to write a motivating letter and
sat there, staring at the blinking cursor, wondering
how to get started?
You're not the only one. Getting off on the right
foot, with energy and enthusiasm, is always a
challenge for novice writers.
Professional copywriters, on the other hand, know that
there are countless ways to start a letter. Let me
share just ten proven techniques with you now and show
you how easy it really is.
Let's pretend that you have to write a letter to
network security managers offering them a free
brochure. Here are just ten effective ways to begin
the letter . . .
1. METHOD: Tell them they're special
EXAMPLE: As a network security professional, you bear a unique responsibility.
2. METHOD: Tell a story
EXAMPLE: When Susan Smith walked into her office and
looked at the ashen face of her assistant, she instantly knew that someone had taken her network down.
3. METHOD: Tell them they're facing a difficult challenge
EXAMPLE: As the person responsible for network security, I know you face some extremely difficult challenges.
4. METHOD: Shock them with frightening news
EXAMPLE: Last month over ten Fortune 500 companies suffered intense, repeated denial of service attacks.
5. METHOD: Soothe them with good news
EXAMPLE: If you've been worried about hackers cracking your system, and inflicting devastating damage, I've got some good news for you.
6. METHOD: Make your offer immediately
EXAMPLE: I'm writing to offer you a free report from Levison Security Services titled "Seven Ways To Improve Network Security Now."
7. METHOD: Cite the authorities
EXAMPLE: In a recent White Paper on network security, written by the highly respected Levison Consulting Group, a fascinating fact was reported.
8. METHOD: Explain that you can help them
EXAMPLE: As the person responsible for network security, you have some mighty tough problems. I can help you solve them.
9. METHOD: Ask a question
EXAMPLE: Is a hacker at work, right at this moment, trying to bring down your network?
10. METHOD: Make an announcement
EXAMPLE: Here it is! Announcing the brand new Levison Network Security Monitoring System, now available for companies just like yours.
The take-away message this month? Don't settle for the first lead-in sentence that pops into your mind. There are dozens and dozens of ways to start a letter with punch and it really pays to look for the best one.
Ivan Levison is principal of Ivan Levison and Associates, a direct mail, email and advertising copywriting firm located in Greenbrae, CA. Sign up for The Levison Letter, his free monthly ezine, at www.levison.com. You can reach Ivan at 415-461-0672 or ivan@levison.com.
Repetitive Motion Injuries and Carpal Tunnel Syndrome can be prevented through a proper workplace set-up. Once you make these adjustments to your office or work areas, even if you aren't feeling symptoms, you'll notice how much more natural and comfortable you'll feel while working. You will become more productive and have more energy at the end of the day as your physical stress has been reduced.
While at work:
• Take short, frequent breaks from computer work. Suggested 10-15 minutes break away from the computer for every hour on the computer.
• Get up and move around whenever you feel any symptoms
• Pause periodically to do relaxation exercises
• Give input when your department is purchasing furniture and computer equipment
Work station layout:
These are guidelines to ergonomically set up your workstation. The best way to know what works for you is by paying attention to the way your body feels. Are you comfortable? Feel physical strain or pain? Remember, pain is the way your body tells you something is wrong.
Computer set-up:
• Adjust your monitor so that the top of the screen is eye level.
• It should be directly in front of you 1.5 - 2 feet from your eyes. Putting the monitor off to the side involves twisting and stress on the neck
• A document holder is recommended to hold papers while you work.
• Position your monitor to avoid glare through lighting and positioning from windows.
• The keyboard should be detached from the monitor preferably on an adjustable tray or stand and level with the floor.
• The keyboard height should allow your elbows to be at your sides, forearms parallel to the floor, and your wrists in a neutral position.
• The mouse needs to be as close as possible and located on the same level as the keyboard
• Thick, soft wrist pads are recommended for proper wrist alignment.
Desk arrangement:
• Make sure your chair is the right height for you.
• It should have firm lumbar/lower back support
• The edge of the seat should be rounded so it doesn't press on the backs of your thighs.
• Armrests are optional - if you have them, they should be padded
• Your feet should be flat on the floor or on a footrest putting your thighs parallel to the floor, knees at a 90-degree angle.
• There needs to be enough room under your desk for your legs.
• Items on your desk need to be at the proper distance for reaching comfort and not crowded together.
Joanna is a partner and creative director at Ascension Design, a full service graphic design firm outside Philadelphia. She can be reached at Joanna@ascensiondesign.net or 215-591-1010.
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