Full Version: Engraving Etc. Ad Response
From: Stunt Engraver (DGL) [#1]
9 Nov 2004
To: ALL
The ad in the Engravers Journal is drawing a response.
I'm sending a letter to those seeking information, though, in the letter, my advice is basically to come to the forum and see what's here.
I thought some of you with marketing expertise could offer suggestions as to how punch up the literature.
Here's the body of the letter:
Dear (first name),
Thank you for your interest in the Engraving Etc. forum. Whether you're new to the awards and
engraving industry or a seasoned veteran, your business will benefit by visiting the Engraving Etc.
forum.
The reason this resource is advertised as the 411/911 of the engraving and awards industry, is because
myself and others have come to rely on Engraving Etc. for instant access to important industry
information and emergency assistance from some of the world's most accomplished industry
professionals.
My personal background in the industry dates back to 1971. That was before the advent of
computerized equipment. Through the years, I've made it my business to stay on top of developments
in equipment and supplies. Although my main business is the daily operation of DGL Engraving,
my interest in the engraving and awards industry has led to my becoming a contributing writer to the
Engravers Journal magazine, a speaker at industry events and an industry consultant.
What really drives the success of the Engraving Etc. forum is the collective participation of its members.
If two heads are better than one, you can imagine the advantage of having access to the knowledge
of many.
Seeing is believing, and that's why I invite you to log onto WWW.ENGRAVINGETC.ORG where
you'll find a wealth of archived information as well as ongoing discussions of all the processes
currently being used in today's modern awards businesses.
At this time, the Engraving Etc. forum is in an extended free-trial period. The site will eventually become
pay-based, which will translate to a charge comparable to a trade magazine subscription. I urge you to
take advantage of this wonderful resource. If you need further information, I invite you to contact
me personally.
David "The Stunt Engraver" Lavaneri
DGL Engraving
Port Hueneme, CA
ÂÂÂÂÂ
EDITED: 9 Nov 2004 by DGL
From: Engravin' Dave (DATAKES) [#2]
9 Nov 2004
To: Stunt Engraver (DGL) [#1] 9 Nov 2004
David,
It is good that you inform the reader of the archived information. Some people might relate that word "archive" to hours of digging through data. You might want to sweetin that subject by indicating that the forum has a convenient search to locate specific information in its vast archive of tips, tricks, trends and most importantly rescuing advice for those in crisis.
From: Stunt Engraver (DGL) [#3]
9 Nov 2004
To: Engravin' Dave (DATAKES) [#2] 9 Nov 2004
Thanks David.
Good input. I'll refine the letter before I send out the next batch, which will be in the next couple of days.
Something like:
You'll appreciate the easy-to-navigate folders of specific interest, including tips and tricks, laser engraving, computerized engraving, pantograph and hand engraving, vinyl graphics, sandcarving, and digital imaging. We also have the capability of adding more folders as needed.
I should also mention that although other engraving forums exist, we're the most active, and therefore, most likely to supply crucial information in a time of need.
It'll have to be fine-tuned, but that's a start.
Thanks again,
David "The Stunt Engraver" Lavaneri
DGL Engraving
Port Hueneme, CA
EDITED: 9 Nov 2004 by DGL
From: Harvey only (HARVEY-ONLY) [#4]
9 Nov 2004
To: Stunt Engraver (DGL) [#3] 9 Nov 2004
I wosh i culd rite like them wards sey.
From: LaserMike [#5]
9 Nov 2004
To: Harvey only (HARVEY-ONLY) [#4] 9 Nov 2004
I cee huked onn fonnix werked four yuu 2. :-)
-Myk.
From: LaserMike [#6]
9 Nov 2004
To: Stunt Engraver (DGL) [#1] 10 Nov 2004
Hello David, just curious on this -- was there another post somewhere that talked about placing this ad in EJ? Also, who paid for the ad?
As far as this forum becoming fee-based, who would be getting the membership fees? and any idea on the membership fee amount?
To address your question.. I'm no ad/marketing guru, but I can share a principal that I learned from 'freebie' a weekend marketing class. All ads or marketing material must contain 4 essential ingredients or principals.
Called the AIDA principal, such that an ad has to contain all 4 in order for it to pull a response (with the ultimate goal to generate enough leads and sales to pay for the ad and then some) So; an ad must:
A) grab the readers Attention (a good headline... ex. 'FREE')
I) keep the readers Interest
D) the copy must create Desire or passion
A) and most important, cause Action (i.e. to call, visit, or BUY!) :-)
I guess that's why you always hear a "but wait, there's MORE!!" and then "CALL NOW!, before it's too late" on those infomercials.
Regards,
-Mike
Only $9.95 from RonCo. Hurry, supplies are limited.
From: Stunt Engraver (DGL) [#7]
10 Nov 2004
To: LaserMike [#6] 10 Nov 2004
Thank you Mike. I'll use the AIDA ideas in reworking the letter.
As far as when the forum becomes pay-based and the amount of membership, I'm following the lead of DSSI. Originally, we were holding off while working through software glitches. Now, I'm told it's a matter of getting the "legal stuff" in order.
No indication of going pay-based anytime soon.
We haven't set a membership fee, but there will probably be a multi-forum discount (for belonging to both EE and DSSI) and discounts for paying in advance, i.e. 6 months/yearly etc.
Who will be getting the membership fees? Without getting into specifics, the forum administrators will receive a percentage of membership fees and I'll receive the rest. I'd like to use some of the revenue to possibly sponsor get-togethers and, in some way, compensate the people who are instrumental to the smooth operation and success of the forum.
There was no mention (on the forum) of my EJ ad. Who paid for it? I have an arrangement with EJ which will remain confidential.
Hope that answers your questions and thanks again for the advertising tip.
David "The Stunt Engraver" Lavaneri
DGL Engraving
Port Hueneme, CA
EDITED: 11 Nov 2004 by DGL
From: LaZerDude (C_BURKE) [#8]
11 Nov 2004
To: Stunt Engraver (DGL) [#7] 11 Nov 2004
David,
I didn't see the ad in EJ but I like the idea.
What is EE and DSSI?
On another note, I used to write copy for radio advertising. If you like you could email me the text and I'd be happy to play with it for you and see what I could do.
Chuck Burke
Pacific LaZer Works
From: Harvey only (HARVEY-ONLY) [#9]
11 Nov 2004
To: LaZerDude (C_BURKE) [#8] 12 Nov 2004
EE is here, Engraving Etc.
DSSI is Dye Sublimation and Specialty Imprinting, another forum run by Cherie, the one providing all of the web resources for this forum at her own out-of-pocket money. She has been doing this for quite a while and she needs to be repaid in my opinion.
From: Stunt Engraver (DGL) [#10]
11 Nov 2004
To: LaZerDude (C_BURKE) [#8] 12 Nov 2004
Thank you Chuck. I'll rework the copy and send it to you.
By all means, if you can improve upon it, all the better.
David "The Stunt Engraver" Lavaneri
DGL Engraving
Port Hueneme, CA
From: JHayes55 [#11]
12 Nov 2004
To: Harvey only (HARVEY-ONLY) [#9] 12 Nov 2004
"She has been doing this for quite a while and she needs to be repaid in my opinion."
Harvey I totally agree with you. Cherie is a very special lady and I think
a lot of her and her husband. World needs more people like them.
Joe
From: LaZerDude (C_BURKE) [#12]
12 Nov 2004
To: JHayes55 [#11] 12 Nov 2004
If I may weigh in on this, I feel this forum has tremendous and measurable value. If having to pay a subscription fee maintains that, and eliminates a financial burden on one person, then I am all for it.
In a previous post, David Lavaneri mentioned some of the proceeds from the subscription would go to setting up "get togethers" etc.
Personally, I favor a fee.
Thank you to all that participate and share.
Chuck Burke
Pacific LaZer Works
From: Shaddy [#13]
12 Nov 2004
To: Stunt Engraver (DGL) [#7] 12 Nov 2004
Just as a suggestion, maybe you could try setting up a Donations system. I think you can do that through paypal easy enough.
I think a lot of people just pop in looking for a quick answer after finding you from a search or from an ad. If they had to pay, I doubt they'd stick around. A free trial would be a must to get them in and see what they'd be paying for.
But you might be able to raise enough with the donations to keep it 'free'.
I think my point is... if you went fee-based you might lose some people that don't come here that often, or have other resources that are free. But enough people that use this forum a lot might be able to donate enough money to keep things going. Just trying to find a way to keep as many people here as possible, gives you the best chance of getting all questions answered.
You could have a drawing of everyone that donates and give someone a prize that you've made. Just to sweeten the deal a bit to ensure donations. Maybe you'd just have to do that every 6 months or so if you got enough.
Just a thought
Shaddy.
From: Stunt Engraver (DGL) [#14]
12 Nov 2004
To: Shaddy [#13] 12 Nov 2004
Shaddy,
Oh, absolutely! When we go fee-based, we'll lose some people. No doubt about it. Hopefully, they'll return. If not, I won't take it personally.
The idea of a fee-based forum (for our industry) may be precedent-setting, though, it's successfully being carried out in other industries.
A case in point, is a photgraphers site which my wife belongs to. Their fee is $10 per month, with a discount for paying annually. They're not hurting for members.
Our fee will be considerably less. Whatever the fee, be it $3, $4, $5 per month, I think many people will take that finacial leap of faith and try us out.
Right now, nobody can claim they're not getting what they're paying for :-)
I'm certain, when the toll booth goes up, we'll have plenty of members who feel they're getting plenty of bang for their buck.
David "The Stunt Engraver" Lavaneri
DGL Engraving
Port Hueneme, CA
From: Engravin' Dave (DATAKES) [#15]
12 Nov 2004
To: Stunt Engraver (DGL) [#14] 12 Nov 2004
David,
No one is going to get rich running this forum, but someone might just get rich by being a member and borrowing an idea or two.
From: Gary (GLSHOE) [#16]
12 Nov 2004
To: Stunt Engraver (DGL) [#14] 12 Nov 2004
Just a line of support, I think that the information exchanged here along with the good will shown is worth a fee. I don't say much but I check in once or twice a day and have used some of the tips and tricks to make some really nice products.
However you decide to fund this forum (Shaddy's suggestions), or just a fee there really is no comparision of the cost of the information available. Lazerdude, (Hi Chuck) is right you might lose some, but those that are really serious about furthering their knowledge of this industry will be there in support .
Just my two cents
Gary
From: Stunt Engraver (DGL) [#17]
12 Nov 2004
To: Gary (GLSHOE) [#16] 12 Nov 2004
Gary and David,
Thank you for the words of support. As I mentioned when we were first coming over from Delphi, I'm not going to "hard sell" this forum.
I feel its value is self-evident.
David "The Stunt Engraver" Lavaneri
DGL Engraving
Port Hueneme, CA
From: Stunt Engraver (DGL) [#18]
14 Nov 2004
To: LaZerDude (C_BURKE) [#8] 15 Nov 2004
Chuck,
I just emailed you a new incarnation of the letter I send to people who respond to the EJ ad.
I'll give you a chance to work your magic :-)
I also thought that you, (as a person who was attracted to the forum and experienced its value), may have some important selling points to include.
Thanks again for your offer.
David "The Stunt Engraver" Lavaneri
DGL Engraving
Port Hueneme, CA
From: Stunt Engraver (DGL) [#19]
14 Nov 2004
To: Shaddy [#13] 14 Nov 2004
Shaddy,
I was reflecting on your post and have some additional thoughts.
In the short amount of time we've been on Beehive Forums, we've generated an incredible amount of information. I'll be amazed if someone is capable of just popping in. That would take some will power :-)
Of course, this format won't appeal to everyone. I've talked to people who say they don't have the time or desire to sit and read. That's fine.
I think of the forum as an educational resource - such as a dictionary. I may not need it every day, but I'm glad it's always there.
In making my case, I only have to look back on my own experience:
It wasn't that long ago that I was new to the internet. I stumbled upon the DSSI forum and my mind was boggled by the amount of knowledge being shared. Much of the information, regarding new products and equipment, was being discussed months before I would see it at trade shows or read about it in trade magazines.
That's when I became convinced that online forums are the shortest distance between two places -- The reader and crucial information.
I doubt I'm the only person who feels that way.
In fact, it was the success of the DSSI forum that compelled me to start this forum. I imagine (and hope) people are just as excited to find this site as I was in finding DSSI.
A "free-trial" is the mode we're in, with no sign of going pay-based on the immediate horizon. That should give people plenty of time to see what they're getting. If you count the time we were on Delphi, the free trial is in its 5th year! :-)
I've lost count of the number of times I've witnessed people save money by visiting the forum(s) and receive advice that's saved precious time and materials, which would have been needlessly wasted in throwing darts at a problem.
Everyone has financial considerations to make. Look at it this way - A membership to the Engraving Etc. forum may mean one less trip through Taco Bell or one less (hit or miss) lottery ticket.
I suspect many will choose the "sure bet", which is the Engraving Etc. Forum :-)
David "The Stunt Engraver" Lavaneri
DGL Engraving
Port Hueneme, CA
From: Bieb (HABIEB) [#20]
27 Nov 2004
To: Stunt Engraver (DGL) [#19] 27 Nov 2004
I hope when the forum goes to a paid site, that you will have a system setup to pay through PayPal and to be able to pay (maybe at a discount) 6months or a year at a time.
Harold
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