Duh! Are You Violating These 8 Basic Principles of Direct Marketing?
8. Don't change your strategy without proof. Duh! How often do things get changed because the new guy wants to "own" the campaign in use? Or marketing people just get bored and want something new? If you have a control that works, you shouldn't change it until you find something that works better. All creative decisions should be based on the mathematics of response and net profit.
Are all of these principles obvious? Well, duh! That's the point.
Dean Rieck is one of today's top direct mail copywriters and has created sales and generated leads for more than 250 companies, including Intuit, Rodale, Sprint, and American Express. 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.