There are probably more than one hundred principles of direct marketing, ferreted down from marketing gurus and internet marketing experts all over the world. Different sorts of experiences lead to different conclusions, and inevitably, different advice. This article is designed to tell you there is a difference between advice and principle, whereas advice may be applied to isolated incidents and regions, the latter can be transposed into almost any situation of direct marketing. I have siphoned away 3, not because they are the best, but because they can be universally applied – so wait no longer, read on land earn direct marketing principles that work.
I will start in reverse order of importance. The first (or the last one for those that have been paying attention), is the copy. Be it fax, mail, internet or offline marketing, what you write is essentially the difference that either helps you close a deal or remain wondering what happened. Compelling copy can be considered to be the life blood of your direct marketing efforts. If you are not talking to them on the phone or shaking their hand in real life, what they read from you must be good enough to influence a purchasing decision. Remember, you are already at a disadvantage – you can’t see their reactions or hear their worries first hand. A mailer or brochure can’t talk back so you have to seal the deal the minute they read the first few lines.
The copy must be simple you may be marketing to the lowest common denominator, so Shakespearean prose has no place in sales copy. It must be from the heart and sincere, use real life experiences and testimonials to breathe life to the product. The copy must keep a single question in mind – the ‘what’s in it for the consumer?’ The offer must be IRRESISTABLE, so concentrate on how you word your offer, write and rewrite and read it to yourself, over and over again until it’s just right.
Secondly, whatever you do, ensure that what you put out there must have what marketers call ‘an action device’. This can be a reply cut out, an order form or even a point of contact. Make it easy for them to initiate a response, don’t leave them to guess where and who. Look at sales copy for websites, there is always almost a link somewhere at the end of the website. Point them in the right direction – closer and closer to buying the product.
This is the last and most important point. You may have the best, most sellable copy in the world. You could be selling a fantastic product. Your carrier could be striking, a design fit for the Louvre. But sent to the wrong market, all this would be pointless. The contacts that you have built up or have acquired must be highly detailed and highly targeted. This means that each and every name will be much more likely to consider the product – ‘needs identification’ can only occur through a high quality list. It is of crucial importance to match the product to the prospect, eliminating as much doubt as possible from the purchasing decision.
So now that you have learn direct marketing principles that work, you can apply it to any situation, for any product and for any market you wish to enter!
Chris Burns is an authority on mailing list services providing valuable advice at http://www.MailingListsUSA.com where you can learn more about Business Mailing Lists. Visit http://www.MailingListsUSA.com to learn more about the services that he provides.
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