Duh! Are You Violating These 8 Basic Principles of Direct Marketing?
3. Sell to buyers and ignore the rest. Duh! If one in a hundred people want your product, you should be talking to that one person. That's where you'll make a sale. Who cares about the other ninety-nine? If they're not interested, they're not going to buy anyway. Talking to them is a waste of time. This means you should buy targeted lists, create targeted messages, and make targeted offers.
4. Make sure you're doing direct marketing. Duh! Every direct marketing message includes three basic elements. 1) An offer. 2) Enough information for immediate acceptance of the offer. 3) A mechanism for responding to the offer. Without each of these, you are not doing direct marketing but merely using media associated with direct marketing.
5. Make an irresistible offer. Duh! This means doing more than stating your price. It means making a deal that breaks down all resistance and removes all doubts. Start with the basics, including free trials, money-back guarantees, free gifts, and limited-time offers. But don't stop there. There are more than a hundred basic offers and endless variations and combinations. After your list, your offer is the most important element in any promotion.
6. Don't become married to one media. Duh! Have you had years of success selling doodads by mail? Wonderful. But that doesn't mean you're a direct mail company. You're a doodad company. Direct mail is just a means to an end. What about the Internet or TV or radio or print or catalogs or whatever? If you're not testing other media, you're missing a huge chunk of your potential market.
7. Make sure you're making sense. Duh! Are you telling your subscribers to hurry and renew when there are eight months left on the subscription? Do you make last chance offers every three months? Are you promising to make life easier but making your customers fill out order forms that look like I.Q. tests? It doesn't matter if things make sense to you. What matters is that things make sense to your customers. If they don't, they won't buy.