B-to-B Insights: A Perfect ‘10’
Tell Them What to Do
At the end of the day, everything you do is about driving immediate action. Overcoming complacency, sparking desire in the mind of the reader and prompting response is the ultimate goal for any direct message. Even in this era of integrated direct, this must never be forgotten, which is why the element of motivation sits atop our pyramid.
s Motivating: How moving is your message? How immediate? Have you employed proven response words and motivational phrases (e.g., “discover,” “learn,” “gain,” “reveal,” “take away,” “go now,” “find out,” “visit,” “call today,” “don’t wait,” “avoid missing out”) to drive response behavior? Does your message have urgency built into it?
A Final Word
As direct marketers, you are constantly being measured—by cost per response, cost per inquiry, cost per qualified lead and cost per sale. Your job, through your offer structures and messaging, is to get just one more person per hundred to respond … now! Which is why mastery of the fundamentals is so vital. Ignore them, treat them casually or allow them to be overshadowed by brand or other considerations, and when the results come in, the score will not be in your favor. Just ask Coach Wooden.
Russell Kern is president of The Kern Organization, a fully integrated offline and online direct marketing agency in Woodland Hill, Calif., and is the author of “S.U.R.E.-Fire Direct Response Marketing: Generating Business-to-Business Sales Leads for Bottom-Line Success” (McGraw-Hill, 2001). He can be reached at (818) 703-8775 or via e-mail at firstname.lastname@example.org.
Mark your calendar to attend a Target Marketing/The Kern Organization webcast on February 22. Russell Kern will share 26 essentials for transforming campaign performance—online and offline. Sign up now at www.targetmarketingmag.com.