Welcome to Level IV
Level IV is about my client work and what I actually do for a living.
If you're not interested in this, please skip to level V. Thanks.
Client Work
Yes, our book sales are good, thank you. But we still work for clients. It remains a privilege to be able to provide consulting, market analysis, marketing audits, business writing and graphics, and advertising services to clients.
As marketing professionals we figure out how to increase our client's business. We do this by seeing what's right - and what's wrong with your marketing campaign.
For new businesses we write the marketing and promotional campaign, or fine tune the current plan to make it more effective. This can be formal, as in a business plan, or informal as we sit around a table and write down ideas - whichever our clients prefer.
As specialists in direct marketing, we create direct-selling ads; write smooth, high-yield letters, and create direct mail packages for all levels of clients in both the retail-consumer and business to business sectors.
We also critique and fine-tune catalogs. Analyze direct mail copy to increase response, and assist in the selection of mailing lists. Call us early, and if your direct mail campaign looks good - we'll tell you. If it looks shaky, we'll tell you that too - and let you know how to fix it - BEFORE you lose money. 610-642-1000 rings on my desk.
· Creative Copy Writing and Graphic Design for Clients
Most of my client writing and design work is based on the direct marketing principles I’ve written about in my books, articles, CDs, seminars and blah blah blah. I put these concepts into practice. Hired Pen.
The practical application of my writing is distilled to fulfill a client’s single objective - to make his phone ring. I stretch each budget to reach for the maximum number of calls from qualified prospects. I figure if I can make the phone ring, my client can make the sale. That’s the premise, anyhow.
· Direct Selling Ads
I’m especially strong at writing and designing direct-selling ads for newspapers and magazines. Please let me know if you’d like some samples. Thanks. 610-642-1000 rings on my desk.
Article: How to Write a Direct Response Newspaper Ad
Direct Response Letters
Writing letters is also a particular specialty of mine. Drop me a note to request samples and see what these look and sound like. You’d be surprised how “Out of the ordinary” my letters really are. I've written letters that go to one person, cover letters for important presentations, and lots and lots of direct mail solicitations. Some of my letters go to hundreds of thousands of people. My letters get the job done at making the phone ring. That’s the objective of 99% of the letters I write and I do this really, really well.
FREE ARTICLES: The Art of a Direct Mail Letter
Writing a Direct Mail Letter
Another specialty of mine: I create post cards. You can accomplish a lot with a simple post card, and they’re quick and easy to handle and cheap to print and mail. I recommend post cards as a integral part of most direct marketing campaigns. Interested? Let’s talk: 610-642-1000.
Post Card Article 1 of 5
Post Card Article 2 of 5
Effective post cards make your phone ring. I create a lot of post cards and also have written half a dozen articles specifically on creating effective post cards. You may be interested in these - you can buy them now or wait till they show up in your inbox at some point in time over the next 4 years.
Unlock Post Card Articles
Sample Post Cards from Jeffrey Dobkin
· Direct Selling Copy - TV, Radio, Catalogs, Direct Mail
I also write direct response catalog copy. each catalog I work with has its own style, and I emulate that exact style while making the phone ring. It's fun - like speaking with a foreign accent.
And did I mention about writing web copy? Yea, some of that. And both short form (1 and 2 minute) and long form (26 minute) TV commercials. And radio scripts. Please give me a call and I’d be happy to discuss this with you and give you a quote for your specific assignment. 610-642-1000.
Still, one of my favorite assignments is to write and design direct mail packages. Please let me know if you have any interest in me developing a package for you. Thanks.
· Less selling, more traditional writing. & Design.
If you like my style, I also write speeches, write and design corporate letters, brochures, corporate literature, annual reports and business technical sheets. I can bring clarity to technical manuals and instruction manuals. Some of my writing is so technical and academic… I don’t even like it. But I write to client needs directly to the level of their audience. Like to see samples? Just let me know - drop me a note at jeff at dobkin dot com.
And of course, I do consulting. Yea, a lot of consulting.
· Consulting
Marketing Audits.
What’s missing in your marketing?
I can tell you - because I’ve seen it 1,000 times before.
Yes, I’ve gone into over 1,000 firms, looked at their marketing program and asked, “What’s working?” and “What isn’t?”. So I have a pretty good idea what will work for you and what won’t work for you, and what won’t work - ever.
I figure like this: if a particular program works well in 985 firms out of 1,000 - I have a pretty good idea it’ll work in your firm, too. Not really rocket science when you look at it this way, is it?
On the other hand, if a particular promotion didn’t work for most firms, or only worked for a couple dozen of the 1,000 firms I’ve consulted for, it’s probably too specific to work for most, including your firm. You may never know until you try - but I’d be going with a more established campaign first. That would be the way to bet.
Of course, once in a while some firms hit a home run with something unusual. I see those campaigns, too. And recommend them at times. Higher risk, though. The client can choose their risk level they are comfortable with. Or I can make recommendations. You choose.
· Marketing tune up.
Frankly, most marketing programs work to some degree - or the company wouldn’t be up and running - you can only lose money for so long until you go belly-up. Unless you’re Donald Trump: he loses money on just about everything he touches and he’s still around. Proof that if you throw enough spaghetti at the wall, something is bound to stick. If yo start out with enough spaghetti.
So, how well your marketing campaign works becomes a matter of degree. What I do for clients is make sure their marketing is yielding maximum results. And I look for ways to do this at the least cost. I figure out where you can make your marketing twice as effective. Or 10 times as effective. And reduce your costs. After 25 years of doing this, hey - I’m pretty good at it, too.
· Marketing Plans and Planning.
Marketing is about selling to a defined audience. Does your audience want or need your products? Can they afford to purchase them? What do you know about potential buyers? Are demographics like age or income important? Are you marketing to a specific geographic region?
What is the buying cycle? How long does it take from initial interest to make a sale? Are you selling based on value? Based on price? Availability? Needs-based? Is it a new or replacement market? Is yours a relationship-based sale? All these are figured into a marketing or selling equation. Along with about 100 other criteria.
· So, what’s your marketing plan?
A marketing plan addresses the way you find your audience, then how to effectively reach your audience, then how you let them know selected products are available from you. It involves how you tell them about your products and yourself (branding), and all the different ways you sell your products to them.
A good plan will allow you to have earned enough money from the sale to cover your costs and operating expenses, pay yourself, and have additional capital left in the bank for both savings and for growth.
Additionally, you’ll need to invest enough money in satisfying the customer by making sure the purchaser is content with both your products and services. Your marketing isn’t finished until your customer comes back to you for additional purchases, and regularly recommends other customers. Well, that’s the plan, anyhow. And that’s what I figure out exactly how to do for clients. Are you missing any of these parts in your plan? Hey, let me ask you now - is this stuff interesting? Or am I too much of a you know, marketing geek, and it’s just interesting to me?
5 Question Survey
Technical Article: What is the Marketing Objective