I have been in the marketing field for almost 20 years now. And, this not only makes me old, but it also gives you the understanding that I have been there and done that with a lot of things…particularly when it comes to market research and direct marketing.
Recently, I was speaking with someone who was relatively new to the field of marketing…you know the one…the person who uses the word “advertising” as a synonym for marketing. This person had no idea that how you approached marketing differed depending upon whether your marketing effort was aimed at pure brand building play or if it was focused on getting someone to take immediate actions (direct marketing).
Here’s briefly what I told the marketing novice:
- Know what success is before you start—make it specific
- Give them an offer they can’t refuse—also known as target your message to your target market
- Give them the WIIFM—if they know what’s in it for them, they are more likely to respond
- Make responding easy—and don’t assume everyone wants to go to a landing page/website or email you…some of us old timers want a good old-fashioned business reply card
- Don’t be a one-shot wonder—you need to think campaign, not once and done (which I like to call once and none)
- Include your Superman copy—make sure your copy gives them your unique selling proposition (aka how you are faster than a silver bullet and leap tall buildings with a single bound
- Test and learn—don’t shoot the wad before you know your direct marketing strategy is going to work
- Spend enough—think about your prospects and what will motivate them to respond and hopefully convert and spend accordingly—think lifetime value of customers you bring on board
These insights were helpful to the novice, I hope they are helpful to you as well.