Six Secrets to Better Direct Response Marketing
1. Timing.
A well thought out marketing pro ALWAYS makes a conscious decision about
timing. With bad timing, even an incredibly clever marketing campaign will
fall flat. As an experienceD marketing professional I’ve seen folks invest
tens of thousands of dollars on a marketing campaign, only to be disappointed
because they didn’t take into account timing. One of the most common ‘timing’
problems is the failure to orchestrate all elements of the campaign in a
carefully planned timeline, as opposed to frantically grasping at every
marketing idea that comes along. Another example of bad timing would be
launching a SW Florida tourism campaign during peak hurricane season.
2. Test Your Headline.
The headline serves as a ‘first impression’ and is essential for drawing
your prospect deeper into your pitch. Whether your running an email campaign,
direct mail campaign, or print ads, you should run a few test headlines
to determine which headline will be most successful at generating the desired
response or impression. If you can’t afford to test your headlines in this
way, then get the opinion of 10 folks who meet the psychographics for your
target market.
3. Have a High Quality List.
In marketing the quality of your list is crucial. Whether your using email,
snail mail, or telephone, a high quality, well targeted list is absolutely
essential. Do not make the mistake of trying to purchase as many names as
you can for as little as possible. You are much better served by a list
of 500 well targeted names, than you are by a list of 5000 not-so-targeted
names.
4. Follow the Rule of 12.
Each day consumers are inundated by an average of 2,000 marketing messages.
Is it any wonder that consumers need to see your marketing message an average
of 12 times before they take notice? This means that a one time newspaper
ad is essentially money wasted. To capture prospect attention you must communicate
with them on a regular basis.
5. Track Your Results – Regardless of Size.
Regardless of your business size, or the size of your marketing campaign,
you need to track results. This can be done with a simple spreadsheet or
a multi-million dollar CRM system. Recording what works and what doesn't
will help you to improve future results. 6. Keep Communicating.
No matter what business you’re in, what sets you apart from the competition
is effective communication. That is why it is so important that you continually
communicate with your customers. Stay in contact via email, postcards, direct
mail, and phone calls. DDW recommends that, regardless of company size,
you develop a system for keeping in touch.
About the Author: Monique Danielle owns Marketing Agency and Web Design Firm DivaDesignWorld.com,
a full service agency that offers website designt, graphic design,
consulting, and a wide variety of creative services. She is also
the founder of divadirectories.com,
a free online resource designed to promote the growth and development
of female business owners throughout the United States.
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