We are all so inundated with advertising these days that we barely take note any more. Statistics show that it takes an ever-climbing number of impressions before our customers take note of us, too. The quest for new, attention-getting mediums is one that every marketer pursues. The Holy Grail is one that brings about immediate and consistent responses. Would you believe that a ghost from past is now bright and shining star of marketing future?

Paul Kearns of www.telemessage.co.uk, recently spoke with me about an amazing marketing tool his clients have used to get consistent response rates of 50% and higher. What is it? Telemessages.

KARON: Hi Paul… I’m excited about speaking with you! I can’t honestly say that I would have considered use of telemessages prior to our emails.

PAUL: Glad to be of help, Karon.

KARON: Let’s start with basics. What are telemessages? Are they just revamped "telegrams?”

PAUL: Well, yes and no. The traditional delivery method has changed ... we no longer employ small armies of boys and their bicycles to deliver message. In UK, we achieve 99.9% next day delivery via Royal Mail. Despite historical decline during 1980's and early 90's service is once again coming into its own. Last year alone over 2 million UK telegrams were sent.

KARON: So where did name “Telemessage” come from?

PAUL: “Telemessage” is brand name of UK telegram. International telegrams are still sent for important announcements, memorable events, and congratulatory messages. The UK acts as a conduit for telegram administrations all over world. There are a number of 'bespoke' telegram products too, like WeddingGram, BabyGram, and SantaGram. In fact, one of exciting parts of my job is to contribute to development of new telegram products and applications.

KARON: How very inventive! So, what made you decide to use them in marketing arena?

PAUL: It was a natural progression really. Some of our customers began using Telemessages for crisis management and product recall. Then, because of cost effectiveness and outstanding response rates, we received more and more requests from companies and agencies wanting to use our service for direct mailings.

KARON: But if you send them to anybody and everybody, won’t they quickly lose their effectiveness?

PAUL: Well, a cynic might suggest that we'd sell them to anyone who's interested… but nothing could be further from truth. You’re right, Karon… part of strength and power of telegram is important or urgent message it carries.

KARON: So this is more of a specialized mailing, then? Or is this something to take place of weekly or monthly direct mail pieces?

PAUL: Well, so far, studies show that repeated usage does not significantly affect response rates!

KARON: How’s that?

Here's a prediction that may shock you:

If you don't make a compelling offer to your Web site visitors first time they visit, they will probably never come back!

And I can prove truth of this to you in about 30 seconds.

Go to your browser bookmark file and count number of sites there versus number you've actually been back to. Be honest. I'll bet it's less than 10%.

And these are sites you *bookmarked.* What about sites you *didn't* make a note of? Out of sight and out of mind, perhaps forever.

No matter what you sell, you absolutely, positively *must* make your visitors an offer they can't refuse. You *must* get them to tell you who they are, and possibly what they're interested in, and you must get them to agree to let you contact them.

This is by far best way to build a base of qualified prospects that you can market to again and again.

The best offer to make is for something free. The challenge is to create a high-perceived value for your freebie while keeping your fulfillment cost low.