Direct Mail Back to Basics: 7 Tips to Boost Response in Today's Crazy Economy
- the single shot, where you get an immediate order; or
- the two-step, where you generate inquiries and attempt to convert those inquiries into sales.
If your product is expensive, complex, new, hard-to-understand, or requires a major commitment of some kind, two-step sales may net you more profit in the long run than single shots.
I don't know if we'll ever again see the glory of direct mail days gone, but maybe that's a good thing. Maybe the market forces at work right now will encourage all of us to get back to direct mail basics and remind ourselves how to be more effective and efficient.
Dean Rieck is one of today's top direct mail copywriters. For a free copy of his white paper, "Getting Response in a Down Economy: 4 Key Principles to Boost Your Direct Mail Profits in Today's Difficult Market," visit www.DirectCreative.com.