Unveiling the Power of Direct Response Marketing

In the Information Age, data is readily available, but it's not enough for a savvy marketer. Information alone doesn't equate to insight. It's the marriage of information and thoughtful analysis that leads to valuable insights, which can set you apart in the direct response marketing arena.

The Power of Immediate Results

The first insight to grasp is that direct response marketing either works instantly or not at all. Unlike traditional marketing, which slowly changes attitudes and eventually leads to a sale, direct response marketing can instantly change minds and attitudes, leading to an immediate sale if executed correctly.

When it works, you'll know. There's no need to wait months for your message to penetrate your prospect's mind. Your time-sensitive direct marketing offer either results in an immediate sale or it doesn't.

Key Factors for Success in Direct Marketing

To succeed in direct marketing across any medium, keep these points in mind:

• Your offer is king. Even the best presentation will struggle if your offer is weak or ordinary.
• Your target audience can make or break your campaign. The right message to the wrong people results in no sale.
• What you say and how you say it is as important as who you're saying it to. Speak in terms of your prospects and how your offer benefits them.
• Careful planning of every cent of your campaign for maximum profits requires as much creativity as your message. This is where savvy marketers excel.
• The more people have been exposed to your other marketing efforts, the more readily they'll accept your direct marketing offer.

While some principles of indirect marketing apply to direct marketing, from that point on, direct marketing is a whole new game. And it's one that you can win with the right insights.

Avoiding Common Pitfalls in Direct Response Marketing

Many bright companies have made egregious mistakes when venturing into direct response marketing. Fortunately, these blunders serve as valuable lessons, making the waters safer for future marketers. Here are ten notable mistakes to avoid:

• Failing to attract attention at the outset can doom many brilliant campaigns before they have a chance to shine. First impressions are crucial.
• Ignoring the reality of a direct marketing explosion can relegate your attempt to the ordinary, which means it will likely be ignored. Stand out from the crowd.
• Focusing your message on yourself instead of your prospect will likely send your effort into oblivion. Speak to your prospects about themselves.
• Not knowing precisely who your market is can lead you astray. Research to pinpoint your market is time well spent.
• Contacting people who aren't genuine prospects wastes your time and money. Make your offer to people who have a real need for your product or service.
• Initiating direct response marketing without specific objectives gives you a vague target. Start by creating a response method for your prospects.
• Highlighting your price before stressing your benefit is telling people what they don't want to know yet. First, make them want your offering, then tell them the price.
• Focusing on your price before your offer wastes a powerful selling point. Even if your price is the lowest, people care more about what they'll gain from purchasing.
• Failing to test all that can be tested is a major mistake. Test your price points, opening lines, subject lines, benefits to stress, contact times, and mailing lists to identify the real winners.
• Setting the wrong price means you've failed in your testing and research. Be sensitive to your market and competition, testing prices and constantly subjecting them to the litmus test of profits.

As direct response vehicles become more sophisticated and prolific, savvy marketers have the insight to target the exact people to contact, avoiding wasting time or money on strangers. Successful mailings to strangers can yield response rates as high as two percent, while successful mailings to customers and qualified prospects can net up to ten percent. Precision leads to profits.