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ELECTRONIC NEWSLETTERS |
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ELECTRONIC NEWSLETTERS |
Icons are one of the most vital elements in any Wave Marketing program. Period! I use icons in every Wave Marketing Program I write. In fact, I was using them for years before I knew what they were. I first learned about them from taking a independent course called Effective Reading. In the course of the course, I learned that our eyes see and receive information infinitely faster than if were to actively read the same words.
When you're writing a letter and construct a phrase, use a graphic or manipulate words so they are instantly received by the reader, you've built an icon.
Another direct marketer has written extensively about icons. His name is James Rosenfield, and from him, I learned about icons for the second time.
As far as we can figure, there are four groups of icons. Use them, and you'll have better response with your Wave Marketing programs.
1. Graphic Icons are pictorial. That includes logos, pictures of people (particularly faces and hands), pictures of telephones (to increase phone responses).
2. Numerical Icons relate to such things as pricing. Using them, you use $49.95 instead of $50. You use $50,000.00 instead of the shorter $50,000. And enumeration techniques, such as " 12 Logical Truths about Wave Marketing." By the way, the numeral "9" is the icon, not the word "Nine."
3. Verbal Icons are short words that include "Yes," "Free," "You."
4. The Personal Icon is the name of your customer. It's the most important word in any letter. It's vital to get the name right and spelled correctly. Making a mistake on the prospect's name not only violates your prospect, it implies lack of attention to detail. And, who would do business with you if you did not pay attention to details.
