I love simple lessons. They are easy to learn, easy to remember (or they should be) and always useful for many years and situations.
In Direct Response Marketing – whether online or in print – too many professionals either never learned these lessons or somehow forgot them.
So, how about a quick refresher course in your 8 Basic Lessons for Great DM!
1. PEOPLE ARE MORE ALIKE THAN NOT. People who live in the same area tend to buy the similar products. That’s why you see all those SUV’s parked in the same block! When you find a ZIP Code with three buyers, you can use Geo-targeting to find a big pile more!
2. RABBITS RACE, BUT TURTLES WIN. Find the voice of your marketing message, and repeat it. If your message is always following the latest trend, you will always be chasing the market instead of leading it. You don’t need to be the fastest, just the smartest.
3. BE POLITE. Your presale message should always say please and your after-sale message should always say thank you. Treat your prospects well, and your customers better.
Remember that a happy relationship lasts longer.
4. PLAY HIDE AND SEEK. Great customers are hiding out there; you need to test lots of stuff to find them. Great suppliers are waiting for you, all you have to do is seek them out.
5. THE MORE, THE MERRIER. More numbers means better analysis. A one-time response rate that is “off the charts good” does not always mean great long-term customers. Build to a position of Life Time Value (LTV) that meets your needs.
6. EVERY GREAT CHEF KNOWS HOW TO SEASON. Are you making the most of the ready-made marketing seasons? Do you have a special Christmas offer? Do you have a Mother’s Day, Father’s Day, Valentine’s Day and/or Fourth of July special? “Pepper your marketing plans with some salty offers every thyme you can oregano it!”
7. ANYTHING AND EVERYTHING. Do anything you can to get a new customer, and everything possible to keep them! It’s hard work getting a new face “in the door” so don’t pass on every opportunity to keep them with you. Even customers who left you years ago: if they liked you then, they’ll love you now!
8. WHY? NO. WHY NOT? YES! Why not test a new idea? Why not try a new media? Why not try a new price structure, promotional offer or headline? Why not try a freelancer’s “new eyes” on your old promotion? “Why” is a reason NOT to do something; “Why not” is permission to try!
Peter T. Britton
Idea Generator. Wordsmith. Resultant.
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