Create Urgency NOW!

Developing a sense of urgency is crucial for any successful direct mail piece. It can and should be used on every media channel (social and traditional). You have witnessed it often around the end of the year – and used it. “Donate on Giving Tuesday and your gift will be doubled.” “All donations received before the end of the year are guaranteed to be fully tax-deductible.” December 31st is a natural tax and giving deadline, but how do we create urgency in the remaining 11 months of the year? 

 

4 Components to Urgency 

 

Urgency should not be an afterthought. Please don’t compose your appeal, then stick-on a deadline to your envelope teaser and letter postscript. Weave these components throughout for a consistent and high-performing direct mail package. 

 

Is there anything more urgent than a heart attack? Please understand I never want to equate any direct mail letter, no matter the cause, with the severity and consequences of a serious medical emergency. However, effective communications shouldn’t ignore similar components to the first directive one might give to a crowd of onlookers at an accident. 

 

YOU! We are instructed that the first response should be to identify and get the attention of a singular person to help. In advertising’s case, this is the prospect, donor, customer, or influencer. That one person must recognize immediately that you are speaking only to them. 


STOP! In our case (and in a medical emergency), we must get people to cease going about their business and focus their attention solely on the situation at hand. A command to “Act Now!” helps break the reader out of the routine and increases the likelihood a person will do as you have asked. 


Bad Things Could Happen Without Your Action. This is implied in a medical situation, but it is not so apparent for a business or nonprofit campaign. We must state clearly that people may not thrive; a window of opportunity will close; others may get this technology first; or conditions are about to worsen unless.... 


Scarcity. In medical emergencies, the obvious limiter is time. In communications, we don’t want the reader to miss an “incredible chance.” Be realistic here. Your audience is intelligent, so please treat them that way. “Due to room size, seating is limited to 100 people.” Or “The first $10,000 will be matched.” Or “Only 200 of these limited-edition, signed prints are available.” 

A google ads report for a company called vision

Harnessing Two SEM Strategies (8/10)

By Blake Conover • May 14, 2025
Yes, SEM absolutely deserves its own spotlight! It’s not some overlooked, red-headed stepchild of Search Engine Optimization (SEO). I can say that—I used to be a redhead. Search Engine Marketing (SEM) is a powerful tool for driving targeted leads and sales through your website. Done right, it delivers quick results, precise targeting, increased visibility, and an impressive ROI (return on investment). So, what exactly is SEM? It’s all about boosting a website’s visibility on search engine results pages through paid advertising. Think of it as giving your business a front-row seat in the dynamic marketplace of search engines. SEM generally encompasses two key strategies: Pay-Per-Click (PPC) Advertising : Here you bid on keywords relevant to your products or services. When users search for those terms on platforms like Google or Bing, your ads can appear right at the top of the results, catching reader’s attention even before organic listings. You only pay when someone clicks on your ad—hence, “pay-per-click.” Display Advertising : While PPC focuses on text, display advertising takes a more visual route. This involves placing eye-catching banners or interactive ads on websites within networks like Google Display. By targeting specific demographics, interests, or even particular websites, you can get your ad message in front of the right audience at the right time. At 1Vision, SEM is as much art as science. We start with in-depth keyword research to uncover high-value search terms tailored to your business. Then, we craft custom campaigns that target demographics, interests, and locations. Our Digital Media Specialist closely watches performance metrics, tweaking bids and strategies to ensure your budget works as hard as possible. Whether your goal is brand awareness, website traffic, or lead generation, there are SEM techniques that can help. Over time, SEM can feel like a trusted and productive member of the marketing family.
A notebook with sticky notes on it including one that says largest

Implementing Budget-Friendly Content (6/10)

By Blake Conover • April 16, 2025
Growing up, we didn’t really have a budget—we had a father. Requests for frivolous items or fleeting joys (no matter how much I begged for candy) were met with a sympathetic smile and a gentle pat on the head. Looking back, I realize dad was teaching me the value of deferred gratification and the art of managing resources wisely. Perhaps that’s also where I learned the importance of investing in what truly matters. In today’s world, content is king, and creating impactful content requires the same discipline my father had: focusing on what’s essential and resisting the temptation to let distractions drain time and money. To clarify, I define “content” as any media that communicates a message. This includes blogs (like this one), podcasts, social media posts, websites, videos, and ads. The best content reveals something genuine about its creator, leaving the audience feeling like they know them better after engaging with it. Great content is relevant, original, authentic, engaging, and actionable. It should inspire the audience to act while resonating with their needs and interests. Informative blog posts, entertaining videos, or engaging podcasts can be developed with creativity and expertise, capturing attention and driving action. Importantly, you don’t need an extravagant budget to create meaningful content. By using cost-effective distribution channels and repurposing content across multiple platforms, you can amplify your message and maximize your reach without overspending. It’s a great mentor/parent lesson: prioritize what matters most, focus your efforts, and invest wisely. Whether in managing a family’s finances or creating communications content, the principle remains the same.

Are you investing 10-20% in marketing?

By Blake Conover • February 12, 2025
Successful companies do. Successful companies typically allocate a growing percentage of their total revenue towards marketing and advertising expenses. Is that self-serving advice? YES, if you hire marketing professionals! Is it true? YES, as backed up by experience and research (below)! Of course, this percentage can vary based on the industry, business size, and specific marketing goals. By industry, here are some reported average expenditure percentages. 1 INDUSTRY MARKETING BUDGET (% OF COMPANY REVENUE) Banking/finance/insurance - 9.49% Communications/media - 14.27% Consumer packaged goods - 25.19% Consumer services -11.74% Education - 11.50% Healthcare - 6.80% Manufacturing - 3.75% Pharma/biotech - 12.83% Professional services - 7.08% Real estate - 10.61% Retail wholesale - 14.52% Service consulting - 21.00% Tech software/platform - 11.80% By devoting a significant portion of their operating budget to marketing and advertising, successful organizations can continuously drive brand awareness, maintain customer and donor loyalty, and drive growth. Are you? 1 Marketing Budget: How Much Should Your Team Spend in 2024? [By Industry ]; June 17, 2024; The CMO Survey , Statista, September 2023 release date, 316 respondents https://blog.hubspot.com/marketing/marketing-budget-percentage#marketing-budget-percentage ;
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