Join Laurie Beasley at B2B Marketing Expo this coming Wednesday, October 2nd, to hear the live seminar.

Laurie Beasley is co-founder and president of Beasley Direct and Online Marketing, Inc., which provides services in inbound and outbound marketing for B2B and B2C companies, including: content creation, email marketing, pay-per-click (PPC) advertising, search engine optimization (SEO), social media marketing, website design, direct mail marketing, lead generation and nurture campaigns, and marketing automation management. Ms. Beasley serves as president and online marketing certification instructor for the Direct Marketing Association of Northern California. She also speaks on online marketing and demand generation topics for several marketing organizations, including the DMA, BMA, and AMA.

Want to read Case Studies on Meeting Maker Campaigns? We have them ready for download here.

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We are happy to announce the partnership between Beasley Direct and Online Marketing, Inc., and The B2B Marketing Expo California for 2019.  We hope that this partnership will bring about the alignment of professionals passionate about direct marketing, online marketing and B2B Marketing as well as highlight our focus on more educational opportunities for marketing in California.

Beasley Direct and Online Marketing will be partnering with The B2B Marketing Expo, October 2 and 3, 2019 in Los Angeles, CA.  The company president, Laurie Beasley, will be speaking on October 2, right after the keynote address on the topic “Meeting Maker Marketing Campaigns: How to Connect Sales with Anyone”.  Beasley Direct will also be exhibiting both days.

Beasley Direct and Online Marketing, Inc., is a full-service agency focused on lead generation and creating sales opportunities. Offering a range of problem solving services, it helps businesses get more leads and sales all while helping to measure the results and implement better methods.

Beasley was founded as a direct mail agency in the early 1990s, focused on lead generation for high tech marketers. At the time, database segmentation was the next big thing. They’ve grown beyond direct mail marketing and evolved over the years to include SEO & PPC services, email marketing, and multichannel marketing, always learning and never losing sight of the goal: deliver superior results for their clients at an excellent ROI.

Today, the organization has grown to utilize direct marketing and internet marketing to help most businesses get new leads or customers. Above all, Beasley Direct and Online Marketing is filled with a team of professionals who love what they do. Beasley Direct and Online Marketing has been recognized for their marketing efforts in multiple industry fronts and fosters a collaborative community within its membership. It is sponsored by organizations like The Direct Marketing Association of Northern California and the NorCal Business Marketing Association.

“I am thrilled to partner with The B2B Marketing Expo. Having taught direct and online marketing certification courses my whole career, I’m a big believer in continuing education. Conferences like The B2B Marketing Expo are a great place to continue your learning with new ideas, different approaches, and new service providers who can help you achieve your marketing goals more efficiently,” says Laurie Beasley, President, Beasley Direct and Online Marketing, Inc.

B2B Marketing Expo

The team behind The B2B Marketing Expo California recognize that direct marketing continues to be essential to industry success and is also a key component to a rapidly evolving part of marketing, regardless of sector. We know how important it is for our community to remain at the forefront of the latest developments and practices and partnering with Beasley Direct and Online Marketing, Inc., is how we are assured that we’re staying ahead in the industry.

“We understand the kind of challenges businesses have in reaching out to their customers, especially when it comes to getting that personal touch in direct communication,” notes The B2B Expo Marketing Director Milen Guergov. “It’s great to see that Beasley Direct and Online Marketing, Inc., is the kind of partner that we know will be able to give companies that edge in reaching out to new leads and making better connections with existing customers. They have so much to offer when it comes to the marketing world.”

We look forward to supporting Beasley Direct and Online Marketing, Inc., with the organization’s ongoing objectives and welcoming its members and associates to our event.

Get Free Tickets

If you would like to find out more about Beasley Direct and Online Marketing, Inc., please take a look here. If you would like to register for a free ticket for The B2B Marketing Expo California, you can do so right here.

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Laurie Beasley, president of Beasley Direct and Online Marketing, Inc., will be an opening speaker at B2B Expo in Los Angeles, October 2, 2019.  The topic will be “Meeting Maker Marketing Campaigns: How to Connect Sales with Anyone”.  In this session, Ms. Beasley is going to discuss an approach to Account Based Marketing (ABM) that can land your sales team appointments with virtually any key decision maker. She’ll share how to incentivize prospects into WANTING to get on the phone for a demo or sales appointment. And walk you through a marketing campaign that integrates dimensional direct mail, tele-prospecting, email, and social touches to deliver record numbers of demo appointments for a major software company.  Her session will be right after the first keynotes at 10:15 on Wednesday, October 2, 2019.

For free tickets and event info for B2B Marketing Expo go here.

About Laurie Beasley

LAURIE B. BEASLEY is co-founder and president of Beasley Direct and Online Marketing, Inc., which provides services in inbound and outbound marketing including:  content creation, email marketing, search engine optimization (SEO), social media marketing, pay-per-click (PPC) advertising, Amazon Marketing Services (AMS), website design, media planning/public relations, direct mail marketing, lead generation and nurture campaigns, marketing automation management, and database management for both B2B and B2C companies. Ms. Beasley serves as president and online marketing certification instructor for the Direct Marketing Association of Northern California. She also speaks on online marketing and demand generation topics for several marketing organizations, including the DMA, BMA, and AMA.

Is your email marketing nurture campaign failing? Our email marketing team can help. Contact us now.

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I’ve been teaching email marketing to professionals for more than 15 years and have been an email marketer for over 20 years.   We’ve seen email marketing go through many trends over the years; email sending platforms have come and gone.  We’ve seen emphases on improving deliverability, building subscriber lists, generating personalized content, and now marketing automation.  Through all of the trends, one thing has remained constant though; the need to communicate well and to incentivize the customer to respond.  That requires good, if not great, copy.

However I feel copy is the one area marketers seem to compromise on the most in the “cram it out,” busy marketing calendar. It’s often left to a product manager to direct the copy, and the focus will be on product features…not necessarily on benefits. Then the marketing department slams it into an email template, and it’s gone.  With little pause to think about whether the copy really answered the prospect’s questions, or told them something in a way that would soothe their buying anxieties.

Are Marketing Automation Templates Tempting Marketers to Go Too Fast?

To make the situation even worse, email marketing templates make it too easy to mindlessly copy and paste copy to fit the template.  The email marketer thinks they’ve done their job if they have the headline fit the banner just right, and there are just the right number of sentences and bullet points to fit the template copy area.  But did anyone stop to think if the headline made the prospect feel better about choosing your product over the competition? Or if the bullet points answered their need for time savings and convenience?  Probably not, because the emphasis is on the template and the schedule, not on the need to write copy that gives the prospect motivation to buy your product.

Stop….And Think about What Your Recipient Needs to Know about Your Product

The best book I’ve read on advertising is the timeless tome, “Ogilvy on Advertising”, by David Ogilvy. In the book he says, “The consumer isn’t a moron; she is your wife. You insult her intelligence if you assume that a mere slogan and a few vapid adjectives will persuade her to buy anything. She wants all the information you can give her.”  And he was right.  You need to give a consumer a real reason to consider to buy your product and not the competition.  Mere slogans and soundbites won’t do it.

Ann Handley said in her book, “Everybody Writes,” “To me, the thing that’s most important in marketing today is the idea of empathy. I would even go so far as to call it pathological empathy. You’ve really got to focus relentlessly on the recipient.”

Good writing requires us to have empathy for our audience, their situation, their needs, their goals. That means you have to meet people where they are, with an attitude of benevolence and largesse, to help them find answers to their problems. This starts with understanding the Six Universal Buying Motives. Then write customer-centric copy that addresses their problems.

The Six Universal Buying Motives

Listing product features may convey information, but it may not persuade the consumer to buy. Why?  The feature may not help them relate the product to their problem or fear. You need to do that for them by turning the feature into a benefit that fits into their motive for buying.

People have six universal buying motives:

1. Desire for gain (usually financial)
2. Fear of loss (again, usually financial)
3. Comfort and convenience
4. Security and protection
5. Pride of ownership
6. Satisfaction of emotion

Every feature of every product or service you sell should be communicated to answer one of the six universal buying motives. And if it doesn’t, then you should reconsider the product or the feature.

How does that translate to B2B products?

1. Desire for gain (usually financial)
   =career advancement, better performance reviews
2. Fear of loss (again, usually financial)
   =job security, avoidance of unpleasant surprises
3. Comfort and convenience
   =less late hours, fewer angry users/bosses
4. Security and protection
   =systems work as they are supposed to do
5. Pride of ownership
   =taking credit for a new and better solution
6. Satisfaction of emotion
   =elegant systems that make the enterprise work better

How does that translate to B2C products?

1. Desire for gain (usually financial)
   =more money, financial security
2. Fear of loss (again, usually financial)
   =accidents & disasters, health problems, job security
3. Comfort and convenience
   =quick delivery, easy assembly
4. Security and protection
   =safe travel, secure home
5. Pride of ownership
   =newest solution, fashionable, trendy
6. Satisfaction of emotion
   =family is happy with your choices/decisions

How Much Affect Does More Effective Email Copy Have on Response Rates?

Using the six universal buying motives as your guide, take your list of features and relate them to a benefit that answers a buying motive.  That becomes the building blocks of the most persuasive and effective email copy possible.  You may wonder how much impact this approach may have on email response rates?  We have been hired to re-write many sets of nurture emails where we could test our re-written, buying-motive-optimized copy against older, control copy and clients have reported results ranging in 25% – 100% improvement in open and click-to-open (CTO) rates.  Why?  We answered the prospects’ most pressing fears and buying anxieties very quickly in the copy, and made them feel confident in the choice of our client’s product.

Let’s review a few examples of emails that were written with the buyer’s motives in mind.  The first two  are from the Beasley Direct and Online Marketing portfolio, and the last one I found searching Google for email examples and thought it was clever.

Examples of Buying-Motive-Optimized Copy

Heat Software: This email was sent to IT directors who are usually given limited budget and headcount, and yet have a lot of constituents at their company to keep happy.  So when the internet or computers go down, they need a fast way to resolve problems.  This email focuses the headline copy on the needs of the busy, overworked IT director by helping them see how Heat Software helps them get fast incident resolution, eliminate roadblocks, and clear their desk without adding headcount. The supporting bullets focus on lower cost, clearing backlogs, faster resolution and user satisfaction…all buying motives for the harried IT director who needs to solve problems fast and cost-effectively.

Netcash: This email was sent to consumers who were profiled to be pre-approved via their credit score for a cash loan. If they are in a situation to need a loan, they usually need it fast, with no hassle. The headline copy emphasizes that cash is instantly available. The body copy tells them how quick and easy it is to get the money. Copy in the sidebar emphasizes their status is APPROVED and the cash is available IMMEDIATELY, all satisfying the buying motives of a consumer who might be in need of a fast loan.

JCrew: I found this email sample searching on Google for email examples and I’m putting this email example in just for fun. No, people really don’t “need” candy bars. But they do want candy bars…and they’d rather have a full size than a half size. This headline does a fun job of answering a human need for more value and does it in a fun way. It also peaks the curiosity on what other treats might be waiting for them, because let’s face it, we like treats, not tricks. I love the whole concept of this email and the way they communicate a sale in way that makes folks feel like they’ll get twice the value.

All of these examples show copy that was thoughtfully written to communicate product features or concepts that presented value, and answered human buying motives at every moment throughout the email presentation. The email showed empathy toward their needs and situations and brought the reader over to the product or company’s side, and inspired them to act because they were convinced the marketer had something of real value for them. The reward for this thoughtful approach to email copywriting can be significant with increases in open and click-through rates of 25% to 100%. So the next time you’re tempted to slap copy into the email template and call it a day, take a step back and ask yourself: Does my copy answer the universal buying motives of my audience? If it doesn’t, take an extra day to re-write the copy to answer your prospects’ questions and motives in your copy. Your prospects will reward you with paying more attention to you with more opens, clicks, and conversions…isn’t that what email marketing is really all about?

By Laurie Beasley, Co-Founder and President, Beasley Direct and Online Marketing, Inc.

Need help with your email marketing? Review our email marketing and marketing automation service offerings here.

Find more case studies and white papers at https://beasleydirect.com/resources/white-papers

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Laurie Beasley, President of Beasley Direct and Online Marketing, Inc., will be teaching a live online email marketing workshop for the Direct Marketing Association of Northern California.

Improving Email Marketing Response Rates: Winning email marketing strategies for acquiring and retaining customers

(Friday, November 30, 2018. 10:00 AM to 12:00 PM Pacific Standard Time)

Email marketing requires immense effort to make it work effectively these days. Small (or large) creative and strategic missteps can cost you dearly in your response rate. You need to have all of your bases covered in terms of creative, list and engagement strategies.

This class presents winning email marketing strategies for acquiring and retaining customers in a world of crowded email inboxes and mobile viewers. We’ll talk about best practices for email copy, design, and implementation. We’ll cover offer strategies, writing winning subject lines, which day of the week to send and frequency, and how to design emails for mobile using responsive design. The class lays out a complete strategy on how to build your engagement score by implementing onboarding and engagement playbooks. We’ll also discuss strategies to improve your deliverability and how to avoid spam filters. Learn more.

About the DMAnc (www.DMAnc.org)

The DMA of Northern California was formed to educate, inform and provide networking opportunities for Direct and Online Marketing professionals in the San Francisco Bay Area.

We hold monthly luncheon meetings, workshops, periodic half-day seminars, and provide opportunity for the best in learning and job networking in the Northern California marketing community.

About Beasley Direct and Online Marketing, Inc.

Beasley Direct and Online Marketing, Inc., is known for bringing the latest marketing strategies to online and direct marketing. We provide services in inbound and outbound marketing including: content creation, email marketing, search engine optimization (SEO), print advertising, social media advertising, pay-per-click (PPC) advertising, Amazon Marketing Services (AMS), website design, media planning/public relations, direct mail marketing, lead generation and nurture campaigns, and database management. We help clients in both B2B and B2C marketing and are privately held and headquartered in the Silicon Valley suburb of Morgan Hill, California. For more information, go here.

Get a Free Reverse Sales Funnel Audit! Learn more here.

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Beasley Direct and Online Marketing, Inc., a Northern California-based full service direct and online marketing agency, has been appointed as a demand generation and marketing consulting agency for Frank, Rimerman Consulting, a business systems consulting division of Frank, Rimerman + Co. LLP, one of the largest locally owned CPA firms in California.  The initial work will focus on the following: analyzing the sales lead funnel and recommending demand generation campaigns, executing email campaigns on the Pardot marketing automation system, and content creation.

About Beasley Direct and Online Marketing, Inc.

Beasley Direct and Online Marketing, Inc., is known for bringing the latest marketing strategies to online and direct marketing. Beasley provides services in inbound and outbound marketing including:  content creation, email marketing, search engine optimization (SEO), print advertising, social media advertising, pay-per-click (PPC) advertising, website design, direct mail marketing, lead generation and nurture campaigns, and database management. Beasley Direct and Online Marketing, Inc., helps clients in both B2B and B2C marketing and is privately held and headquartered in the Silicon Valley suburb of Morgan Hill, California.

About Frank, Rimerman Consulting

Frank, Rimerman Consulting (FRC) is the business systems consulting division of Frank, Rimerman + Co. LLP, one of the largest locally owned accounting and business consulting firms in California with offices in Palo Alto, San Francisco, San Jose, and St. Helena.  FRC serves a growing list of clients globally,  delivering SaaS Corporate Performance Management (CPM), Enterprise Resource Planning (ERP) solutions and value-added consulting services to organizations of all sizes. With deep finance, technology, and industry expertise, FRC helps clients gain operational and cost efficiencies.

Press contacts:

Laurie Beasley
President, Beasley Direct and Online Marketing, Inc.
lbeasley@beasleydirect.com
408-782-0046 x21

Steve Wolford
Partner, Consulting Group
swolford@frankrimermanconsulting.com
408-535-8071

Learn more about Beasley Direct and Online Marketing, Inc., demand generation services here.

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I’ve Come to a New Revelation. We Should Not Accept Bad Email Addresses from List Providers ANY MORE.

I’ve been researching and providing B2B and B2C lists to our clients campaigns for over 27 years. For B2B clients, I’ve used every data provider out there, including D&B, Netprospex, Discover.org, Data.com, OneSource, Lake Group, Hoovers, you name it — and they all have one thing in common: a high percentage (10-20%) of bad data, and even worse, bad email addresses. It’s as though the providers expect us to pay top dollar AND accept a certain percentage of bad email addresses as normal and acceptable. Yeah sure, they’ll replace the bad ones, but by the time you’ve figured out which are bad, the campaign may be long over and your email sending provider (ESP) is hot under the collar from your unacceptable email deliverability rate. Here’s why:

First of All, it’s Getting Harder to Fix the Bad Email Addresses Yourself

It’s become the practice of many marketers to go along with the bad data the providers supply and try to validate or “fix” it themselves by using some kind of a verification tool such as BriteVerify. However, the spam filters are catching on to these verification tools and learning to spoof them by giving false reports or throwing a higher percentage of emails into a catch all bucket, which you shouldn’t mail because they’re not really verified. So you’ve just paid a penny a name or more for validation data you increasingly cannot trust. As a result, it will increasingly bring your email sending domain reputation down by sending to bad email addresses.

Secondly, Improved Database Technology

Secondly, database technology has improved so much with AI and social media verification, that a list vendor literally has no excuse to have inaccurate contact data, let alone bad email data. If they have bad email data, they’re simply not very good at what they do, and they don’t deserve your business.

Lastly, don’t let them be lazy. Make them REALLY validate the data before they supply it to you. Ultimately, that means they have to be creative on their own dime and their own time to figure out if the email addresses are valid.

Finding the Best List Owners

I’ve known some list owners to send a mini survey out on some topic related to your campaign, to see which emails delivered (and which didn’t). This has an added bonus of giving you the response results to the survey. Others have very sophisticated email validation procedures that look at the data from 200+ data points. Bottom line, these list vendors work harder to provide you a good product, and they deserve your business more than the other guys.

You may ask who these mysterious data providers may be. I don’t make it a practice to endorse any vendors in my blog, because they may not offer everyone the same services that they offer me. I have negotiated with my vendors to go the extra mile, do the hard work, and to provide a good product the first time around. And that’s the key. You should negotiate and demand for this level of service from your vendor too.

In conclusion, the time has come for marketers to revolt and not accept bad email addresses from their B2B Data providers ANY MORE.

If you’re in need of quality B2B email lists, our pros can help you. Contact us to find out more.

Read about creating email templates here.

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Beasley Direct and Online Marketing, Inc., a full service online and direct mail marketing consulting agency, has been hired by Journeyworks Publishing — who produces health education publications for public health agencies—to provide online and direct marketing consulting to help them expand their business. The initial work will be to optimize the Google Analytics installation and dashboard reports, evaluate email programs and make recommendations for direct mail and catalog offers and design.

Beasley Direct and Online Marketing, Inc., is known for bringing the latest marketing strategies to online and direct marketing. Beasley provides services in inbound and outbound marketing including: content creation, email marketing, search engine optimization (SEO), print advertising, social media advertising, pay-per-click (PPC) advertising, website design, direct mail marketing, lead generation and nurture campaigns, and database management. The agency helps clients in both B2B and B2C marketing and is privately held and headquartered in the Silicon Valley suburb, Morgan Hill, California.

Journeyworks Publishing is a respected national publisher of health education and health promotion materials. Founded in 1995, Journeyworks has distributed more than 180 million pamphlets, booklets, posters and bookmarks to public health agencies, social service organizations, hospitals, schools and the military. Journeyworks is comprised of a team of employees in editorial, marketing, customer service and fulfillment. In addition, Journeyworks employs freelance writers, editors, reviewers and illustrators to help deliver critical health education messages for use by health professionals across the U.S.

Press contacts:

Laurie Beasley
President, Beasley Direct and Online Marketing,Inc.
lbeasley@beasleydirect.com
Phone: 408-782-0046 x21

Evan Frink
General Manager
Journeyworks Publishing
efrink@journeyworks.com
Phone: 800-775-1998

Learn more about our Direct Mail Marketing services here.

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Beasley Direct and Online Marketing, Inc., a full service direct and online marketing agency located in Northern California, has been appointed by Spolin Law, a Los Angeles based criminal law practice. The work will be to create the concept, copy and design of direct mail campaigns that will educate defendants on their rights and help them take the right steps to get their charges dropped, reduced or exchanged for a favorable plea deal. Future work may involve online marketing.

About Beasley Direct and Online Marketing, Inc.

Beasley Direct and Online Marketing, Inc., is known for bringing the latest marketing strategies to online and direct marketing. Beasley provides services in inbound and outbound marketing including: content creation, email marketing, search engine optimization (SEO), print advertising, social media advertising, pay-per-click (PPC) advertising, website design, direct mail marketing, lead generation and nurture campaigns, and database management. Beasley Direct and Online Marketing, Inc., helps clients in both B2B and B2C marketing and is privately held and headquartered in the Silicon Valley suburb of Morgan Hill, California.

About Spolin Law

Spolin Law takes on a limited number of clients each year and devotes significant resources to the comprehensive, full-scale defense of each client — from legal motions to hiring private investigators to in-court advocacy. Spolin Law’s founder, Aaron Spolin, is a former prosecutor and award-winning trial attorney. He has achieved successful outcomes on hundreds of criminal cases, from petty theft to murder. Before becoming a criminal defense and civil rights attorney, he served as an Assistant District Attorney in New York City, Bronx County.

At the District Attorney’s Office, Aaron was assigned to the economic crimes bureau, where he managed some of the office’s more complex cases. He also served as trial counsel on a high-profile murder case—which he won—that was prosecuted in conjunction with the office’s Gangs & Major Cases bureau. Throughout his career, Aaron has also filed hundreds of legal motions regarding suppression of evidence and Constitutional rights. Aaron is the recipient of various awards for his advocacy, including the American College of Trial Lawyer’s Medal for Excellence in Oral Advocacy as well as Princeton University’s Lynde Prize. Aaron received his B.A. from Princeton University and his J.D. from U.C. Berkeley School of Law (Boalt Hall). He is a former member of the California Law Review.

Press contacts:

Laurie Beasley
President, Beasley Direct and Online Marketing, Inc.
lbeasley@beasleydirect.com
408-782-0046 x21

Aaron Spolin
(310) 906-4062
contact@spolinlaw.com

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Laurie Beasley and David Beasley, Owners of Beasley Direct and Online Marketing, Inc., will be teaching two live online Email Marketing Classes for the Direct Marketing Association of Northern California (DMAnc.org). The courses will run on Friday mornings, September 8 and 15, 2017 10:00AM-12:00PM Pacific. These courses can be taken ala carte or as part of an online marketing certification offered by the DMAnc. For more info on certification, go here.

Laurie Beasley’s course on September 8, 2017 is titled: Email Marketing Fundamentals: Copy, design, and list strategies for success. For more information, or to register go here.

David Beasley’s course on September 15, 2017 is titled Advanced Email Marketing: Making your email deliverable and how to use email sending platforms and Marketing Automation to your best advantage. For more information, or to register go here.

About us:

Beasley Direct and Online Marketing, Inc. (www.BeasleyDirect.com) is known for bringing the latest marketing strategies to online and direct marketing. Beasley provides services in inbound and outbound marketing including: content creation, email marketing, search engine optimization (SEO), print advertising, social media advertising, pay-per-click (PPC) advertising, website design, media planning/public relations, direct mail marketing, lead generation and nurture campaigns, and database management. Beasley Direct and Online Marketing, Inc. helps clients in both B2B and B2C marketing and is privately held and headquartered in the Silicon Valley suburb of Morgan Hill, California.

About DMAnc (DMAnc.org): The DMA of Northern California was formed to educate, inform and provide networking opportunities for Direct and Online Marketing professionals in the San Francisco Bay Area.

We hold monthly luncheon meetings, workshops, periodic half-day seminars, and provide opportunity for the best in learning and job networking in the Northern California marketing community.

For More Information, Contact:

Laurie Beasley
President
Beasley Direct and Online Marketing, Inc.
408-782-0046 x21
lbeasley@beasleydirect.com

The post Live Online Email Marketing Classes to be Taught by Laurie and David Beasley, Owners of Beasley Direct and Online Marketing, Inc., for the Direct Marketing Association of Northern California. appeared first on Beasley Direct and Online Marketing.