The Built Write Blog

The primary concept is that online marketing works best when you email people who already know you. Therefore, successful online marketers build their "house file" or "e-list" (lists of prospects and their email addresses) using the process outlined below, and then sell to those people via email marketing. Here’s how it works. 1. Build a [...]

We’ve all heard the phrase, “You get what you pay for,” right? And for the most part, this phrase is true. It comes back to haunt us when we’ve made a bad purchase- sending us into a spiral of buyer’s remorse (or at least a fit of grumblings). I was reminded of the “you get [...]

In this fast-paced information-flowing world, you have just a smidgen of time to reign in a person’s attention, and then just a few seconds, at best, to hold it. No matter what the medium – television, radio, Internet – you need to be quick in convincing people that you are worth their time. This is [...]

Part I: The Bait Piece (aka white paper) Never do a lead-generation promotion – ad, banner ad, email, direct mail – without a “bait piece.” The “bait piece” is an informative booklet, white paper, or special report addressing some aspect of the problem your product or service helps the reader solve. For example: Fala Direct [...]

By Tess Wittler According to catalog consultant Stephen Lett, the most effective catalog and multi-channel offers are: Free shipping. Dollar amount off. A percentage off. A free gift with purchase. Lett notes that free shipping can increase catalog sales by 20% or more. Dollar discounts work better than percentage discounts because, says Lett: “Consumers can [...]