Think Like a Direct Marketer
I have always been amazed at how much information the great direct marketing professionals were willing to share with others — what worked, what didn’t work and why. While the secret recipe for Coca-Cola remains unknown, there are few secrets in direct marketing. Rather, the trick is to think like a great direct marketer. One of the things I’m going to attempt to do in this chapter is not just share my ideas or techniques with you, but also the thinking behind them. But so you won’t make the same mistakes that I have, I’ll also share when I fell flat on my face. My intention is to get you thinking like a direct marketer, which is not as easy as it sounds. Let me give you three examples.