A blog is really nothing more than a diary uploaded to Internet and until about last 12 months was realm of individual who saw it as a way to publish there random (and sometimes disturbed) thoughts. The great thing about weblogs, and growing set of software that is being created to publish them, is that they are a tremendous business tool.

Weblogs allow you to create content and contact…and that is what your clients crave more than anything.

I use a program (there is a free trial version) called PMachine to publish my weblog at DuctTapeMarketing.com/weblog.php. This program allows me to simply make many entries and updates and also allows readers to add comments. Better still, now seemingly random articles can be sorted and searched by content or subject. My weblog is more like a content management system and my readers seem to love it.

Another great reason to explore use of weblogs is that search engines seem to love them. Within 30 days of launching my weblog it became most visited page on my fairly high traffic website.

So what is it about blogs that those little spiders love so much?

Here’s a little secret, search engines crave content. Okay so maybe that’s not such a secret but to look at many websites you would think it so. The fact is that too many websites just sit there doing nothing that search engines admire. Providing content, not to mention fresh content, is one of toughest chores of anyone who maintains a website. But when it comes to generating traffic it is most important job.

It’s getting harder and harder to get your message through all of advertising clutter so sometimes you need to up ante and make a real statement. A lumpy mail package screams notice me, open me. A lumpy mail campaign can give your marketing message center stage attention. Of course, you’ve still got to deliver performance. But half battle is finding an audience.

How to run a lumpy mail campaign

Go to your core marketing messages. You core point of difference or benefit. The primary things you promote when you want to tell your prospects why they should hire you.

Now think of some unique items, trinkets, or packaging that you can use to help communicate your point. We’ll jump through hoops to get your business – hoola hoop. We’re key to your success – a box of keys. We provide total solutions – a box of Total brand cereal. We’ve got tools to help you get job done – a box of play tools. It’s very important that you can create a very strong image and metaphor for message you are trying to communicate.

Repetition

Like any good direct mail campaign, repetition will improve your results. I usually suggest looking at three installments in your campaign. If done correctly this will usually leave recipient eager to perform whatever call to action you request at end of campaign.

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