Tony Attwood's Blog

September 2009 I started placing copies of email adverts from some of our company’s clients on one of our web sites. There is nothing else on the site, just the adverts.

By January 2010 we had around 28,000 individual readers of the site for that month. This excludes those people who come on and disappear at a moment’s notice – clearly not having found what they wanted. To be counted these people had to come on and stay there.

There was no marketing for the site – it just exists – and so it is obvious that the reason people pour onto the site each day is the content. They do a Google search and find something on our site and click. The average client of HHM gets around 70 reads of the advert each month. Not a huge number, but we’ve only been running the experiment for a few months and it is very unfocussed. Just imagine what it could be like with a focussed site.

The reason this is such a good idea is that the total worldwide online search market grew 46% in December 2009 compared to December 2008.

During December 2009, internet users conducted 131.3 billion online searches, compared to 89.7 billion online searches in December 2008.

The UK grew by 35% from 4.6 billion to 6.2 billion searches.

The only issue is, what do you put on your web site by way of content. In a separate experiment we set up a blog exactly two years ago, and have published a story on the site each day ever since except for a couple of periods when I went on holiday!

In the first month we got 2,000 individual readers, after one year it was at 60,000 readers a month, and for January 2010 it reached 170,000 individual readers.

If you would like to know more about how to use this method of reaching clients, and potential clients, do drop me a line or give me a call.

Tony Attwood

01536 399 013

Note: the examples in this story are drawn from the education market, but as the references later on show, this approach can be used with all markets.

In September 2009 I started posting advertisements from Hamilton House customers on www.blog.schools.co.uk I did this for free, as part of our preparation for setting up www.ukeducationnews.co.uk – which picked up these items.

To my surprise the readership of www.blog.schools.co.uk went up and up, despite the fact that we were not advertising the site, linking to the site or anything. All we had was content. Here are the monthly individual readership figures – each person counted read at least two articles – but each individual is only counted once, irrespective of the number of times they came back to the site.

September 8,172

October 12,988

November 19,111

December 24,149

So where did these people come from? My guess was they found the site through searches using Google etc, and because they were using Google Alerts.

But I had no way to prove it. Until now.

Here is a note from Marketing Vox (link at the end). It refers to a study by Post Release. They refer to a “sponsored forum” which is their name for a site like www.blog.schools.co.uk

If you want to get your post onto www.blog.schools.co.uk or one of our similar sites, it is free – just book a listing on www.ukeducationnews.co.uk or use one of our email lists or shared or solo mailing lists. Call me on 01536 399 013.

Here’s the Marketing Vox article

The study also showed that 60 days after a typical sponsored forum post’s appearance, the total number of click-throughs increase by an average of 40%. After 180 days they increase by an average of 77%.

The reason for this effectiveness, according to PostRelease president Justin Choi, is that the posts remain in place for the life of the forum and contain content that can be discovered in search engine results long after the campaign is over. This enables the post to continue driving traffic to the ad not only from the audience of the forum in which it appears, but also directly from organic search listings.

“Consumers don’t have to be browsing a particular forum to discover an advertiser’s message there,” said Choi. “If a post offers useful content, it’s likely to show up when it is relevant to a consumer’s search for information – boosting traffic to the ad and to the forum. The click-through rates increase over time because posts are discovered by people who are actively searching for that content, and therefore are highly motivated to click through.”

Specific findings about reads and click-throughs of sponsored forum posts:

After 60 days the reads increased 28.8%

After 60 days the click-throughs increased 40.7%

After 180 days the reads increased 49.2%

After 180 days the click-throughs increased 77.1%

After 360 days the reads increased 60.6%

After 360 days the click-throughs increased 103.6%

In commenting on the increased effectiveness of sponsored posts, Choi also noted their durability vis a vis traditional display and search ads. “This is traffic they receive after the campaign has ended – for free. Whereas display and search ads turn ‘off’ as soon as the media buy ends, sponsored posts can play a powerful role in helping companies build a repository of online content that is available to be found by consumers searching relevant topics for weeks, months, even years to come.”

About the analysis: The company analyzed all PostRelease campaigns – which enable companies to insert clearly labeled, sponsored posts into targeted online forum discussions – that have at least six months of historical data, to see what residual traffic they were receiving after the campaigns had officially ended. Posts can include text, pictures, hyperlinks and links to video. A “click-through” is defined as when someone clicks one of the advertiser links that is embedded within the post. A “read” is when someone goes into the post – either from the forum discussion page or from a search engine. Overall, PostRelease click-through rates average 33%, with highs reaching nearly 90%.

http://www.marketingvox.com/sponsored-forum-posts-increase-response-by-more-than-100-046025/?utm_campaign=newsletter&utm_source=mv&utm_medium=textlink

Two years ago I read a detailed study by MarketingExperiments.com where they compared the hiring an employee to blog, create content, and in general work to drive traffic to sites, with the much simpler approach of using Google Adwords to drive targeted traffic to the web site.

The research took place over 12 months and in summary the research showed that the blogs / text / discussion approach yielded more than 93,000 visits to the site.

This was compared with a 30-day test of Google Adwords, bidding up to 75 cents per click on a variety of keywords related to the test websites which drove 2,047 users to the site at a cost of $1,250, So this compares with the “word-of-mouth” efforts which yielded 93,207 unique visitors at a cost of $3600.

Thus as Marketing Experiments.com points out, the word of mouth approach yielded a 1427% greater return on investment than the GoogleAd approach.

As the report says, however, pay-per-click advertising was a much easier to run and was much quicker, but it was much more expensive and gave a much lower return on investment.

I’ve just done a survey of my own. As with my previous surveys of this nature I have chosen an area of work away from my company, so that we can see the results without any sort of interference from other advertising.

What I did was to seek out any references to the phrase “Woolwich Arsenal” via Google Alerts.

Of course many of these were irrelevant to me because they related to property in the area, or events concerning the Docklands Light Railway, which has a station of that name. Today I read the awful news of a terrible murder in the area.

But each day I also got hits relevant to my interest (which was the football club of that name that existed until 1913), and I was able to reply to these blogs and articles with a message answering or expanding on their point or question, and then going on to say there was a book “Making the Arsenal” which dealt with the topic in more detail – leading the reader to a web site www.woolwicharsenal.co.uk where the book is described.

In terms of hits on the site it has been very successful – and of course what one does get is some of these replies of mine being picked up and printed on other web sites.

It is slower than Google Adwords, but much more effective I have proved to my own satisfaction that word of mouth advertising in this way really does work. If you would like to talk about it, or explore it in relation to your work, please do email me or phone 01536 399 013.

And indeed if you have any experiences yourself of successful word of mouth advertising, please do write in and share. Tony@hamilton-house.com

Tony Attwood

Hamilton House Mailings Ltd reg number 2444392 VAT 354907535GB. Phone 01536 399 000.

Let’s imagine that you are looking afresh at your marketing campaigns, or maybe wanting to try something new. Or even coming to direct marketing for the first time.

Where to start?

I want to make two suggestions.

First, take a list that is likely to do well and mail just a small percentage of that list to see how many replies you get. How many you need to mail depends on the profit you make per sale, but if you want me to go through the calculations with you, I am happy to – just give me a call.

Second, I would take the email list of past clients, and email them with an offer.

My point here is that if these promotions don’t work, then there is no point running the campaign, and one needs to re-think the advert. You are using the best responding approaches (straight direct mail to potential new customers, and email to existing customers).

This may seem fairly obvious, and yet most firms don’t use either of these approaches, and so if any campaign fails to make the grade they don’t really know what to do next.

If you don’t have your own list of customers and interested parties’ email addresses, or you don’t have a mechanism for emailing them, then please do give me a call on 01536 399 013. No obligation, I am happy to have a chat through with any of the issues.

If you would like to see costs relating to building your own email list from those people who click on your emails to go onto your web site, as well as those who call and enquire, please do take a look at http://www.emails.gs/ownlists.html

Tony Attwood

I wrote yesterday about how my stories of the Toppled Bollard gained attention. So much so that one reader, wrote in with his own Bollard story. It just shows what a great approach this is to developing customer relations.

A traveller’s tale

Half way through a recent sales trip through Northamptonshire, I was initially dismayed when my old VW finally gave up the ghost somewhere in the environs of Corby. Casting around for the nearest source of succour, the loom of a disreputable looking hovel caught my eye. Any port in a storm, I thought and, leaving the car with a few well directed kicks, I crossed the cratered tarmac of a car park and blundered in through the back door of the shabby hostelry.

The effect of my entrance, somewhat spoiled as I tripped lightly over a disused trouser press, could not have been more marked. The strident discussion I’d heard as I approached, stopped as if choked in the collective windpipe of the crowd who, as one, now regarded the intruder with an equal mix of suspicion and loathing. My dismay increased as a threatening figure stooped over me. “You’ve broken our darts trophy” it snarled, “that’ll be a fiver.” Glancing at the object of my downfall, I noticed, with a shiver of recognition, that it bore a small chrome plaque emblazoned with the words “Corby Finals – 1992 – Fecund Place – The Toppled Bollard”

As I proffered an apologetic twenty pound note, the lowering visage softened and a hand, extended by its owner, helped me to my feet. I retrieved my brief case and, picking up the contents liberally strewn about by my maladroit entrance, sat heavily upon a bar stool. “Any change?” I asked hopefully, ” or maybe a pint or two? – I won’t be driving anywhere for a while.” With a look of supreme unconcern, the barman, for such he was, slid a consolingly foaming pot across the bar. “Salesman?” he asked suspiciously.

“What?” I spluttered, inadvertently spraying him with foam, “Oh, the leaflets? Yes, sort of. I sell toilet cubicles and washroom vanities to Schools and Colleges.” Unfazed by the sniggers from the nearest of his customers and snide remarks about U-Tube, he brushed the spray over most of his sweatshirt and leaned forward confidentially. “Lucky you dropped in,” he said, “we know a bit about selling to schools here.”

“Really?” I said, my doubt evidenced by more flying foam.

“Really” came the assured reply.

“Fantastic!” I said, “I’m desperate.”

“So are most of this lot.” my interlocutor opined with a jerk of his head towards his clientele.

“No,” I protested, sliding the bit more firmly between my teeth, “What I mean is, our lot produce some damn good products but not enough of the school and college decision makers know about us. You’ll have heard of BSF?” I continued, “PFI, Public – Private partnership, consultation between local authorities,architects and main contractors, that sort of thing? Well, getting in front of those decision makers at the right time is a serious problem, let me tell you!”

Shaking the increasingly glazed look from his face with a considerable effort, he leaned suddenly closer – any nearer and I would have suffered from his shaving rash. “Bit difficult for me perhaps if I’m honest,” he breathed, “but there’s a bloke comes in here from time to time. likes a beer, tells a good story, does a lot of ‘mailings’, he calls ‘em.”

As he stared insistently into my eyes, I realised he was pressing something into my hand. I looked down at a comprehensively soiled piece of pasteboard. “Tell him Billy “The Dog” sent you.”

Simon Rosser
Decra Ltd

For a number of years I wrote occasional sales letters which aimed to be slightly amusing. They told the story of a mythical pub in Northamptonshire where the “marketing elite of the East Midlands” gathered for a quiet drink.

However events at the Toppled Bollard were never straight forward and usually ended up in disaster. But quite a few people liked the pieces and they brought us in a lot of work.

The Bollard was actually a very successful invention. By and large the stories had little to do with what I was trying to sell (something I often admitted in the PS of the letter). But they struck a chord and brought us clients who could have gone to any one of a hundred other direct marketing companies.

As I say, most people liked the Bollard stories, but I must admit some felt they were stupid. There was one irate reader who occasionally sent me very rude notes back, the essence of which was, “Do you really think anyone finds any of this funny. You should…” I will leave you to imagine the rest.

Unfortunately I was unable to take the person off the mailing list because he or she always wrote anonymously.

Perhaps my favourite response (and one that happened quite a large number of times) followed these lines. I would take a phone call in the office and the caller would say that he (usually he) wanted to talk about direct mail.

I would confirm that he had phoned the right place, and we would start talking.

“Of course I never read junk mail,” the caller would say. “But I like your stories of the Toppled Bollard. Don’t believe it works though.”

“Ah,” I would say. If you have ever spoken to me on the phone you will know I am quite nifty with the occasional “Ah.”

“You don’t read junk mail.”

“No – but it seems to be the way things are going, so tell me about it.”

“It works,” I would say.

“Really?” The voice at the other end would be disbelieving.

“Let’s put it this way. You never read junk mail. And yet you can tell me the name of a mythical public house that only ever appears in the middle of my sales letters. It doesn’t even turn up in the headline.”

There would often be a silence at the other end of the phone, followed by a chortling sound, and then, “So you think it works?”

As you can imagine, if I didn’t think using a bit of humour in a sales letter actually worked, we wouldn’t have run the campaign for several years. Indeed we’ve hardly sent out any Toppled Bollard stories for the past year, but people still talk about it.

I only stopped when I got so many companies wanting me to write for them, I felt the need to take Hamilton House’s promotions in a different direction, to ensure I didn’t use any idea twice.

I thought of all this having taken a call from a potential customer who took the trouble to send me in a piece of his own, based on the Bollard stories. I’ll put it up on this site tomorrow.

In the meanwhile, if you want to talk about direct mail, email, blogs, or any other direct way of talking to customers and potential customers, do give me a call. 01536 399 013 is my direct line. Or email Tony@hamilton-house.com

Tony Attwood

Last week I was asked by a customer if I knew who invented the postal system. I said that the information was lost in the mists of time.

“Ha, ha,” said my customer. “Caught you out! I was told you knew everything!”

I pointed out that total knowledge was never a claim that I had personally made, but my client was not to be put off.

“Do you want to know?” he crowed.

I told him that I would indeed welcome enlightenment.

“Roland Hill,” he said with triumph.

And this gave me a problem. Because by chance I happen to know about Roland Hill (as you might imagine I do, given that I have worked in the direct marketing industry for 30 years). Did I tell my customer he was totally wrong, or did I save the account, and let him get away with it?

As I pondered these difficult issues, my mind swept back to the start of my interest in Roland Hill.

By chance I knew about him even when I was in primary school. Because not 200 yards from my family home in Tottenham, north London, and no more than a mile from my primary school is a road called Roland Hill – so named because the famous man lived there. Aged 10 we were taught all about him.

In fact Hill didn’t invent the postal system – there was one in the UK long before he came along. What he did was reform the system and introduce the universal tariff paid by the sender – which in turn led to the introduction of postage stamps.

Before Hill came along, letters were paid for by the recipient. But to avoid payment, many people would write something on the envelope in code, so that the recipient could see the essence of the message, and then refuse the package, and so not pay a penny.

After the lesson on Mr Hill my teacher (whose name I have now forgotten) then asked the class to evolve codes which might convey a simple message, and which were flexible.

I am not sure I enjoyed much of my primary schooling – I think I have enjoyed writing sales letters, web sites, blogs and emails more. But those lessons about Roland Hill stayed in my memory and quite possibly led me to where I am today.

Want to get in touch? Call me on 01536 399 000 or drop me an email to Tony@hamilton-house.com

And in case you are interested, I backed off and let my customer think he was right. Feeble I know, but I prefer to call it being “diplomatic”.

Throughout last year my colleagues and I analysed hundreds of emails, looking at how they were constructed, to try and find the key features that determined why one advert worked and one didn’t.

Here’s what we came up with. It is impossible to say that any one factor is more or less important than the others. But they all are important, and from all our analyses I would say that they are all far more important than other factors.

1. From

Who the reader sees the email as being from is very influential. If you send it from a name, that tends to be less effective than sending the email from a name that the person believes sounds important. For example if you are sending to users of concrete, an email from Concrete Info Service (assuming that there isn’t one!) is better than from Bloggs and Co, or John Bloggs.

2. Subject line

A short open question (or implied question) seems to work best at the moment – as in “What’s the most efficient way to buy concrete?”

Most people seem to think about the subject line as an afterthought, but it really is a major force in terms of the success or failure of the ad.

3. Headline

Very few emails have headlines but it is certainly a worthwhile consideration. We have been experimenting with taking the subject line and then expanding it as a headline into something akin to that which one would use on a sales letter. If the text is in 10 point Arial the subject line could be 14 pt Arial Bold.

4. Conversational style

I wrote about this many times last year – shouting at people or just announcing your product, or indeed talking about yourself and not the customer, works far less well than having a conversational style.

5. Why buy this and why buy it from me?

This is the big question – if you can answer it for the customer in a way that makes your offer or your firm unique, then you can get the sale.

I hope this brief summary is helpful. If you would like to explore any of these ideas in relation to your adverts, do give me a call on 01536 399 000, or email me a copy of your email ad and I will call you back to discuss it.

Tony Attwood Tony @ hamilton-house.com

In America they have this thing called Cyber Monday when half the retailers in the country email everyone to get them to go on line and buy. It was November 30

And now they have just discovered that around 25% of the messages did not hit the in boxes.

There was a massive wave of offers and specials sent out by firms. Delivery queues became packed, spam filters went on high alert thinking it was a world wide attack, and started deleting messages.

been disagreement over how much improvement there was vs. 2008, writes Retailer Daily.

On the Friday before (known as Black Friday, but I don’t know why), 69% of major retailers sent at least one promotional email, up from 59% in 2008. On the monday 71% sent at least one promotional email, making it both the most popular email day of all-time.

This is of course really silly.

Going out on the day everyone else goes into email does you no good at all.

Sending out the same sort of message as everyone else does you no good at all.

Mailing to everyone with the same message is silly – people need to be segmented.

Subscribers need to be offered content of use and interest to them. That is why a web site such as www.blog.schools.co.uk has built up a monthly audience of over 20,000 unique readers in just 2 months, and yet contains nothing other than adverts. The adverts are content that people search for, and the people who get on that site get as much value from the site as they do from their emails.

If you would like to talk about setting up blogs or writing emails – or come to that why it gets cold in December, give me a call on 01536 399 000. Always nice to hear from you.

Different people do different things on the first of the month – and indeed for many people it is just another day with no significance.

For me it is a moment of some excitement because I check the total number of hits that our various blogs and web sites have had that month.

I know that will seem strange, because it is something that many people would not think about – indeed it is clear when one looks at them that many web sites have never been changed in months, even years.

On the other hand I micro manage some of our web sites and blogs – not all of them I admit but some of them – and when I am doing that I study each day and each month’s figures with care to see the impact each story had.

Today is a good day chez Tony Attwood because my biggest blog (set up specifically to sell one book) has taken another step up and got 120,000 individual readers in November. (We classify an individual reader as a person who has been onto the site twice in the month but not stayed for more than an hour – that way we cut out all the auto processes that can artificially affect numbers).

That figure I can understand because the site deals with a popular everyday subject. More interesting are the figures on two smaller sites.

One deals with events in the world of one football club 100 years ago – and I have to say you can’t get much more obscure than that. After 3 months that has hit 20,000 readers in one month.

And lastly a site that just puts up copies of the email adverts we send out to schools. I only started this in September, just to see what happens, without any expectation. Again, after 2.5 months we have hit a readership of 20,000 individual readers in a month.

What does this show?

Certainly that if you want to reach a wide audience it can be done if you nuture and work on your blog. But even specialist areas can raise an audience on a blog.

I am more than happy to talk about what and how we have done at HHM in this regard – give me a call. 01536 399 000 or Tony@hamilton-house.com

Tony Attwood