One of the nicest examples of well rounded direct marketing today comes from Motley Fool at Fool.com
Their marketing engine includes excellent editorial content about topical matters related to personal finance, with special reports availble via email optin, and long copy reports that promote investment newsletters.
Supported by community interaction (forums, blog comment function) they get a tick for web 2.0′s principle of ‘user generated content’ which also doubles up as a social proof element and community experience of Fool.com’s visitors.
The financial investment newsletter reports are of course long copy advertorials, excellently written using the proven methods of direct response marketing:
- Topical and benefit-promising headlines and hooks
- Credibility boosting personalisation from the spokesperson
- Emphasis on the prospects emotinoal concerns and aspirations
- Logical reasons why the prospect should act, and why they should act NOW
- Plus many more insider secrets of good long copy technique
I’m impressed that such a strong successful brand is sticking so well to BTL direct response methods… including banner adverts that are stuffed full of text rather than animated pictures.
Thanks Fool.com for setting such a good example for other SMEs (small to medium size entreprises) to follow.
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