Category Archives: Marketing

There are multiple channels to attract prospects: email, promotional literature, website, newsletter and holiday greeting card. Consider the target audience; what are their needs and where might they seek resources and solutions. Then place yourself in front of them.

Trade Magazine and Newsletter Articles Generate 800+ Phone Calls

HotelMore than 80% of hotel revenue is generated by credit card usage each year, so monitoring credit card transaction fees and charges should be a priority for hotel management.

Independent Merchant Group (IMG) reviewed the merchant services statements of two leading hotels and found:

  • unauthorized increases in transaction fees;
  • processing rates and fees that were above-average for the hotel industry;
  • incomplete and confusing terms in the statements.

IMG’s success in auditing the statements and restructuring the credit card processing agreements saved both hotels thousands of dollars; the company continues to monitor the statements to guard against fee changes.

This case study was presented to several hotel industry publications. Three articles on the topic of credit card processing fees generated more than 800 calls from hotel industry professionals. They were eager for IMG to review their credit card processing statements and potentially locate similar savings for them.

If IMG had purchased a list of hotel CFOs and contacted these executives by email and phone, would the company have received a similarly high volume of interest?

Action-oriented Articles Prompt Smith Barney Clients to Call Financial Advisors

StatementDialogues, a customized newsletter that financial advisors of Smith Barney ordered for their clients, featured four articles on diverse personal financial planning topics. I drafted more than 50 evergreen articles. These basic and timeless introductory nuggets were designed to prompt the reader to call or meet with their financial advisor to discuss the issues, themes and products described. The tone was open, informative and nominally pedagogical. With a maximum length of 195, 325 or 600 words, the financial advisor would mix and match articles selected from the catalog, consistent with the newsletter layout (two short, one medium, one long), either thematically linked (IRA) or on assorted topics (College, Estate, Mortgage).

When technical information needs to be accessible to the reader, especially about personal finance, snappy headlines with eye-catching phrases can make the difference and engage the client.