quilting opportunities
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Millions of dollars are spent annually on creating and sending brochures
and cover letters. Most of these dollars are wasted, because these
marketing materials don't do what they're supposed to do: get a prospect to
act, either by requesting further information, picking up the phone and
making an appointment, or actually buying something. These are the sole
purposes of marketing documents.
If the brochure and cover letter you create don't do one of these three
things, they have failed. Completely. Which brings us to the first rule of
this game: the brochure and cover letter you produce must have a purpose.
And since the only real purpose of any marketing document is motivating
immediate prospect action, the purpose of what you create can only be one
of the three things above.
Your brochure and cover letter exist either to:
. get the prospect to request more information;
. call up and arrange an appointment, or
. buy something, by either filling in an order coupon, or walking into your
establishment.
Prominently post the purpose you have selected before you write your
brochure and cover letter. Everything you put into this brochure, this
cover letter must work towards achieving this single objective. Nothing
else must be allowed in.
The truth is, when most marketers create their brochures and cover letter
they get off the track. They forget what they're doing... and why. Don't be
one of them. There's a very easy trick to seeing if your brochure and cover
letter are correct: after you write each sentence, ask yourself if it's
helping achieve your overriding objective. If it isn't, it's wrong. And
that's a fact.
Focus On The Prospect, Not Yourself
Everybody supposedly knows that all marketing documents ought to be about
your prospect, not about you. Sadly, the vast majority of brochures and
cover letters fail to achieve this objective. Take a brochure I received in
today's mail: on the mailing panel it simply says, "Instrument Calibration
and Repair. Calibration: Standardizing a measuring instrument." That's it.
Now, I ask you: are these words about the sender, or about the recipient?
It's obvious, isn't it! Lines that are about the marketer rightly elicit
this response: "So what!" "Instrument Calibration and Repair". So what!
What does this have to do with me, your prospect?
Lines that are about the prospect, the most important person in every
brochure and cover letter, get this response: "Aha!" The prospect is
interested in knowing one thing and one thing only about you: "What can you
do for me?" And when that question is answered, he's interested in these
questions: "When can you do it?" And "How much will it cost me"?
When you're writing a brochure, do this simple test. Read each sentence and
ask yourself if it's about you or your prospect. If it's about you the
sentence will feel incomplete, because it won't have the persuasive
information the prospect wants. No wonder! Your prospect is saying, "So
what?" to it. But if the sentence is focused on your prospect, offers him
honest, believable benefits, and motivates him to take immediate action,
it's finished.
Doing Your Homework
The big reason most people's brochures and cover letters fail is because
their creators don't do any homework before writing them. Most people hate
writing; their objective is to get it out of the way as quickly as
possible, right or wrong. But not your savvy marketer! He may hate writing
as much as the next person, but he never loses sight of his objective: that
each marketing piece will either make him a profit, or be a dead loss. And
that if he's to achieve the former, he needs to get other people, his
prospects, to act... NOW! Homework helps achieve his objective.
What You Have To Know Before You Write
The first thing you've got to know before you can successfully create any
brochure or cover letter is who you're talking to. The best marketing
documents, even if millions are sent out, are conversations between two
people... you and just one prospect. You have to know who this prospect is
and have to understand what he wants, when he wants it, why he might not
take action to acquire it, and how much he can afford to pay for it. All
these points must be dealt with in your marketing materials.
Without a doubt, one of the greatest single reasons why marketing
communications fail to get people to take action is because those people
don't feel that what they're being asked to consider has anything to do
with them... it doesn't speak to them about what's important to them and,
therefore, doesn't motivate them to take immediate action. In marketing,
this is disastrous.
Hint: don't create brochures and cover letters for a mass. Create them for
a single perso ...
Author: Dr. Jeffrey Lant
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Timely help for quilting opportunities
About Quilting Dutchman's Puzzle is an all-time favorite traditional quilt block. I'm showing an example of a quilt here, rather than the block itself, because this pattern's color value arrangement is split vertically, and deviates from the norm, with a dark background in one half of the block and a light background in the other. The pattern walks you through the construction of two quilt blocks, and although they have the same components, they're sewn together in different ways. Make 35 blocks to assemble a strippy-set quilt like this example (the pattern includes yardages). It's also a very good pattern for scrappy blocks (and a heads-up to Forum Block Party participants -- you might see this again at some point). ©Janet Wickell Dutchman's Puzzle Quilt Block Pattern originally appeared on About.com Quilting on Wednesday, March 10th, 2010 at 16:28:05. Permalink | Comment | Email this Five Patch Chain Quilt Block Pattern Five Patch Chain is another block that can be used to create dramatic diagonal movement on the face of your quilt. All pieces are cut along the straight grain -- no stretchy bias edges means it's super easy to assemble. The quilt block finishes at 10" square, and I've included a layout example showing 18 Five Patch Chains alternated with Snowballs. ©Janet Wickell Five Patch Chain Quilt Block Pattern originally appeared on About.com Quilting on Saturday, March 6th, 2010 at 18:05:31. Permalink | Comment | Email this Double Nine Patch Quilt Block Pattern This colorful version of the Double Nine Patch quilt block is assembled using a slightly different color value layout in the small corner nine patches than is typical of the traditional design. The block finishes at 11-1/4" square, and can be assembled quickly by strip piecing (most) rows. © Janet Wickell Double Nine Patch Quilt Block Pattern originally appeared on About.com Quilting on Thursday, March 4th, 2010 at 20:17:40. Permalink | Comment | Email this Lincoln's Platform Quilt Block Pattern Lincoln's Platform is a traditional patchwork quilt block with a central area surrounded by continuous squares -- sort of a block with its own built-in border. This version of the quilt block finishes at 14" x 14", and can be assembled with quick piecing techniques. I've included a layout suggestion, with blocks sewn together in horizontal rows. © Janet Wickell Lincoln's Platform Quilt Block Pattern originally appeared on About.com Quilting on Wednesday, March 3rd, 2010 at 19:36:33. Permalink | Comment | Email this Double Four Patch Blocks in Pink and Orange This Double Four Patch design is the second quilt block pattern for March. Stitched in focal fabrics of pink, rose and orange, it's sure to be an attention-getter. The block finishes at 8" square, and is simple to assemble. It's also the design we're using for this month's Block Party event in the Quilting Forum. Double Four Patch Pattern © Janet Wickell Double Four Patch Blocks in Pink and Orange originally appeared on About.com Quilting on Tuesday, March 2nd, 2010 at 11:16:29. Permalink | Comment | Email this Kicking Off Block-a-Day March I introduced a new block pattern each day last March, and plan to try it again this year. Now, there might be days I get behind, but I'll end the month with 31 new patterns. Day 1's quilt block is a variation of the design that's often referred to as Broken Dishes. Its center, made from four half square triangles, is the layout that typically comes to mind when we hear that name (although the color value layout shown here differs a bit). The block finishes at 15" square, and would make a fantastic scrap quilt. Kicking Off Block-a-Day March originally appeared on About.com Quilting on Monday, March 1st, 2010 at 15:07:02. Permalink | Comment | Email this Book Review: The Tsunami Quilt In 1946, coastlines throughout Hawaii were hit by a tsunami generated by a massive earthquake in Alaska's Aleutian Islands. Less than 5 hours later, waves as tall as 55 feet came onshore in Hilo and other parts of Hawaii, killing 159 people and devastating shoreline areas. Hopefully, residents will have plenty of warning to evacuate the coasts ahead of the tsunami expected from the earthquake in Chile. In Laupahoehoe, the focal point of The Tsunami Quilt, schoolchildren ran towards the ocean to pick up fish after one of the waves retreated, unaware that another would follow, and pull them into the ocean. Focusing on the losses at Laupahoehoe, Anthony Fredericks uses a family's history and tradition to explain the events of 1946 to children. Colorful illustration by Tammy Yee tell the story in pictures. Monument at Laupahhoehoe Book Review: The Tsunami Quilt originally appeared on About.com Quilting on Saturday, February 27th, 2010 at 11:16:35. Permalink | Comment | Email this 5" Fool's Square Quilt Block Pattern Are you ready to go smaller? At 5" square, perhaps this doesn't fit into most definitions of a miniature quilt, but it is half the size of the traditional Fool's Square block. The smaller size is perfect for a wallhanging and also makes a nicely-scaled baby quilt. Sew an alternate block between Fool's Square (a plain square, a Snowball, any five-patch) or sew them side-by-side. You'll find that color-play is best when side-by-side blocks are not identical -- make them scrappy or sew them in a couple of themes for best results. Janet Wickell 5" Fool's Square Quilt Block Pattern originally appeared on About.com Quilting on Friday, February 26th, 2010 at 06:10:03. Permalink | Comment | Email this Make An Easy Pillow Cover I'm not big on sewing zippers -- I've had a mental block about them since about 1963. So I've avoided making pillow covers, because I like covers that can be removed when it's time to wash them, something that's critical when you have a house full of felines like we do. This quick and easy pillow cover method solves the problem by eliminating the zippers and replacing them with a simple, fold-over back. Start looking through your UFO bins for quilt blocks, and then grab some backing fabric. You'll finish this easy throw pillow cover in no time. Photo © Janet Wickell Make An Easy Pillow Cover originally appeared on About.com Quilting on Friday, February 26th, 2010 at 06:00:45. Permalink | Comment | Email this Thread Tips for Quilters Thread Tips is one of the many references inspired by readers when I asked what type of information everyone would like to see covered on About.com Quilting. Entire books can be written about threads, their content and their uses and the techniques required to sew with them, so treat this as a simple introduction. I hope it will help beginners become more familiar with the massive selection of threads available to quilters. Thread Tips for Quilters originally appeared on About.com Quilting on Monday, February 22nd, 2010 at 17:58:54. Permalink | Comment | Email this Newsfeed display by CaRP |
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