Copywriting: Still Important in Recessionary Times?
In the June, 2008 issue of Direct Magazine, I read something pretty interesting about the way business is coping in the current recession.
It’s no secret to anyone, except the Feds, that the U.S. is in a recession. The economy is slowing, consumers are spending less and (as the article points out) firms are deliberating more over purchasing decisions.
What we’d expect to see happening in times like these is for direct marketers to focus on their existing customers, right? But they are, in fact, spending more on prospecting … according to Direct’s annual forecast survey.
They say consumer firms allocated 72% of 2008 direct mail (DM) budgets to acquisition. That, compared to 63% in 2007. The article said B2B marketers were holding steady at 58% of their budget being spent on acquiring new customers.
The survey showed that marketing dollars are allocated to search engine optimization and other online marketing … trying to build their in-house lists.
The article said that financial services are doing more with house files than in years past … meaning, they’re not renting new lists, but just mining the ones they have.
It seems that a lot less testing is going on, for print media anyway, with 1Q08 showing a 25% drop in catalog tests, 12% drop in testing for publishers and 10% drop for nonprofits.
More companies are using email marketing to both existing customers and to prospects in 2008 than last year. And SEO and SEM are also being used more than in 2007.
No matter what marketing method is employed, copywriting will always be vitally important. Whether a company markets offline or online, the message still has to be right on target.
One degree off in any direction — and missfire!
So, whether you need an online sales letter, email campaigns, PPC ads, landing pages, squeeze pages or even postcards … it needs to sizzle.
The copy sells the product. So, in these recessionary times, cut back on whatever you have to. But whatever you put out there, make sure the copy scorches!
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