In this issue:

Article 1 ARM Conference

Article 2 13 Marketing Tips

Member’s Web Sites

ARM Spring Conference - SPRING INTO ACTION - June 4, 5, 6, 2001

Outline

Monday, June 4^th 1:00 - 2:15 Selling Without a Sales Force

2:30 - 3:30 Partnering for Success with a Private Business

3:30 - 4:30 Linking Production to Rehab through Assistive Technology

5:00 - 6:00 Cocktail Hour - Networking with Peers

Tuesday, June 5^th 9:00 - Noon Surviving a Department of Labor Audit

1:00 - 2:00 New York State’s E-Marketplace Portal

2:00 - 4:00 E-Mail - The New Weapon in the Marketplace and How to Use It

4:00 - 6:00 Membership Meeting - Election of Officers, Reports from the regions, ARM’s role– what more can we do?

6:30 - 9:00 Banquet & Entertainment

Wednesday, June 5^th 9:00 - Noon Customer Service: "Inside the Magician’s Bag"

Copyright (c) 1999 Jeffrey Dobkin

I've been involved in marketing and direct marketing since

(my God! Am I that old already?) Anyhow, over the years I've

been asked to give tips on marketing along with my specific

advice. Here's a short list of some of my best tips.

1. The most valuable tool in marketing at the lowest cost is

a letter. In fact, the most valuable tool in marketing at

any cost is a letter. Write one business-getting letter

every day.

2. The best formula for creating headlines in marketing is

"New product offers benefit, benefit, benefit." Use this to

create the headline of your press releases and

advertisements, for envelope teaser copy, and for the

beginning lead of your brochure. Example: "New keyboard

offers faster typing, greater accuracy, and is less tiring."

Use Jeff Dobkin's 100 to 1 Rule: Write 100 lines, go back

and pick your best 1.

3. The most valuable single sheet of paper you can create in

marketing is a press release. You should be sending press

releases every month.

4. The most effective trick I've learned in 25 years of

copywriting is this: when you are having a tough time

writing, just start writing anything, then go back and cross

out your first sentence.

5. Follow up serious inquiries and sales leads with more

than one piece of mail.

6. The 11 most valuable words to get any press release

published are "Are you the person I should send this press

release to?" Before sending any important press release,

call the magazine or newspaper editor and say these 11

words.

7. Create a letter series - in advance - to get new

business. Mail one letter a month. This is the best campaign

I can think of, and the basis for one of my books, How To

Market A Product For Under $500! Shhh, don't tell anyone

this, they won't buy it.

8. Always acknowledge when something nice is done for you

with a thank you letter. No, a call is not the same.

9. When you start to write any business communication,

always write your objective first. Figure out and state in

writing what you are trying to accomplish. For example, an

ad objective may be to generate maximum direct orders, or

get as many leads as possible, or generate retail store

traffic. This gives your writing more focus.

10. If you'd really like a response from a personal letter,

include a return envelope in it with a live stamp on it.

It'll increase your response or it'll drive them nuts.

11. Anytime you run a successful long-term direct mail

campaign, test the variables in subsequent mailings.

12. Take your time writing. No one will ever know the

one-page letter they received took you three weeks to write.

Just make sure when you send it, it's perfect.

13. In a direct mail solicitation, don't be afraid to ask

for the order - several times. If the recipient doesn't call

or send an order, the piece fails. For best results, be very

explicit and tell the reader exactly what you want him to do

- twice in the body copy, and again in the PS.

About the Author:

Jeffrey Dobkin, author of the 400-page marketing manual,

How To Market A Product for Under $500 ($29.95), now has a

second book, Uncommon Marketing Techniques ($17.95) - 33 of

his latest columns on small business marketing, exactly like

the one you just read. Both books are available directly

from the publisher - 800-234-IDEA. Or visit him at

Copyright 2001 List-Universe.com. All Rights Reserved.

ARM Notes:

This month we have decided to feature some member’s web sites.