Some Things You Should Know
FTC Raising the Bar on Truth in Web 2.0 World
The
Federal Trade Commission (FTC) is proposing rules that would make
companies liable if they make untrue statements about products or
services using blogs or other social networking sites.
Under
the proposed rules,, independent bloggers would also face sanctions if
they make untrue claims. The revisions, if passed, would be the first
revision of the FTC's advertising rules since 1980.
info:www.snipurl.com/FTC378
Business Words
to Ban
David Silverman is the author of Typo: The Last American Typesetter or How I Made and Lost 4 Million Dollars
Here is my short list of the most pompous business words and phrases I'd most like to never see or hear again:
As well as. The three word version of "and," which should always be replaced by it, unless you are MacGyver trying to delay a mad scientist from blowing up the world by speaking as much as possible.
And/or. An editor once told me, "And-slash-or means 'and' or 'or,' so pick one, unless you have no idea what you're trying to say, in which case, by all means use it."
People manager. As opposed to "Goldfish supervisor?" Seriously, this is a "try not to offend anyone term," that makes managers of people and non-people (whatever that is) feel less like managers or people and more like guppies.
Value, valued, valuing. Like "bad" in the '70s, "value" now seems to connote its opposite. When someone says, "You and your ideas are valued," you know both you and your ideas are a step closer to the door.
Take Away. You take away food in a paper bag with a clown on it. Period.
Net-net. Like "irregardless," this phrase is meaningful when chopped in half, and meaningless in whole--except to indicate that the speaker doesn't know what "net" means.
At the End of the Day. It's omnipresent. Google shows 15+ million hits. One source says it was the most written cliché of 2006.
Out of pocket. This means you were on company business and using your own funds. But people increasingly use it when they are unreachable, on vacation, or even just in the restroom and away from their Blackberry (you don't email from there, right?).
Individual. The five-syllable "Individual" reduces us to police speak, "The individual exited the vehicle" instead of "He got out of the car." In business, "individual" gives me a chill. Especially in the phrase that unites two words from this list: "We value the individual." We all know what that means.
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July, 2009
Money-Saving Strategies
for Direct Mailers
Thanks to the recent postage increase and economic pressure, mailers are once again in search of ways to cut costs and improve the efficiency of their efforts. Experts shared their best ideas with DM News.
Tip One: Work with your printer on data hygiene.
Even though the US Postal Service now requires that some form of Move Update be completed on your files every 95 days, it is important to read and understand the reports that are generated from the list processing on your files. The reports show what was corrected/updated and also what was not or cannot be.Once the file reaches your printer or mailer, have them verify or clean up your files without changing data.
Tip Two: Pair customized postcards with URLS for more targeted measurable benefits.
Customized communications via cross-media marketing that combine the Web and personalized direct mail are essential for driving customer loyalty and profits. Postcards are an attractive, in-expensive choice that often work well in a multi-media strategy when complemented by a URL. Businesses that have adopted cross media marketing and customized communications are experiencing high ROI. More than 64% of businesses using an integrated strategy indicate improvements in overall revenue, profitability, and sales.
Tip Three: Find cost savings by understanding the attributes of mail and the USPS Service.
Consider redesigning flats to letters. Inserting and tabbing solutions are good for folding and inserting "flat-size" content into letter-size envelopes. Converting two-ounce flats to two-ounce letter-size mailpieces reduces postage by approximately 40%. Solutions that barcode your mailpieces can significantly increase savings and deliverability as well. When content is limited, consider converting First-Class Mail letter-sized mailpieces to postcard size. reducing postage up to 38%. Use the right USPS Extra Service. When only proof of mailing is needed, consider Certificate of Mailing rather than Certified Mail Service. When delivery information is needed, consider Delivery Confirmation or Signature Confirmation service as opposed to Certified Mail or Certified Mail with Return Receipt. The savings can be as significant as $1 per package.
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Five Simple Rules for an Effective
b-to-b Web Site
In
the recent past, prospective buyers needed only to arrange a meeting or
pick up the phone to connect with a well-versed sales rep, ready to
sell a desired product or service. Today, that conversation
increasingly takes place online. This transition to digital, however,
doesn't have to mean a lost opportunity for marketers.
"A good
salesperson pays close attention and learns about his customer, becomes
familiar with them, understands their needs and, over time, develops a
relationship with [them]. Today, various capabilities of Web technology
allow us to approximate those behaviors,"said Michael Metz, director of
Web marketing and strategy at Cisco Systems. "You can use the power of
the Web to mimic, to replicate, the salesperson."
Like any
good salesperson, a b-to-b Web site must appear well put together and
approachable. That doesn't just mean pretty, said Linda Rigano,
executive director of strategic services at industrial supplier
resource ThomasNet. She encourages marketers to ask themselves, "Does
it look like I've got a Web site my 5-year-old did in my basement, or
does it look professional?"
This doesn't mean marketers should
neglect aesthetics entirely. "Even though it doesn't make sense, b-to-b
Web sites get judged as much by their design as b-to-c Web sites
do,"said Bill Rice, president of the Web Marketing Association.
Marketers should keep in mind that, when the work day ends, "we're all
consumers"used to sites that are visually appealing, he said. He
recommended changing a site's graphical look and feel, or skin, as a
quick and easy way to increase its attractiveness.
He also
advised that marketers review their Web site's design every six months
to make sure it's current. "When you go to a Web site that looks dated,
you can tell right away and you lose credibility."
The Rules:
1. Offer dynamic content.
Don't just create a site and expect it to be relevant forever.
Constantly changing content gives visitors reasons to return time and
time again.
2. Be organized. Visitors looking for something specific need to find it quickly or they will look elsewhere--like a competitor's site.
3. Make the site come alive.
Use video and Flash animation to help tell your story and demonstrate
your products. Avoid splash pages and animations that "look cool" but
don't support your marketing message.
4. Optimize for search engines. Customers
looking to solve problems might not know your company has the solutions
they are looking for. If your site is not optimized for search and
appearing in the rankings, they might never find you.
5. Go social. Social
networks like Facebook and Linkedin offer an excellent opportunity to
establish a relationship with customers and prospects online. They can
also be effective in driving traffic to your site.
From: btobonline.com | Interactive Marketing Guide
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Please contact me with any questions or comments.
Michael Vitch
President
Compu-Mail | 800.255.0670 | www.compu-mail.com
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