A Beginners Guide to Direct Marketing
This guide is packed with tips and tactics to help you write successful sales letters and target your marketing campaigns for maximum response. You are taken from the basics
cheap fake oakley sunglasses of Direct Marketing, how to profile your targets, and develop prospect lists, through to the planning and writing
fake cheap oakleys of successful Marketing literature. This includes Direct Response Advertising, email and Interactive Web Sites. However, the most common format is Direct Mail. In terms of overall expenditure, Direct Mail ranks as the third largest advertising technique in the UK.
Despite sometimes receiving negative press (often being referred to as "junk mail"), targeted direct mail is an effective and valuable form of marketing.
Profile your existing customers. Look for any similarities between customers in terms of their type, regional distribution, age, economic characteristics etc. If you have only basic customer records, Upgrade any old records you have by consulting a database marketing company to add marketing information from their own extensive company database into yours. If you don have a customer base, use market research and your product/service USPs or Unique Selling Points to try to identify what types of people or companies would most benefit from your offering.
Next, Identify your "hottest" prospects. These are customers who return the most for your time and money investments. Next, look for any potential customers or groups that you could try to target that you haven already. If your customer base has any geographic bias, think about whether you want to maintain that bias or expand it. Finally, think about the individuals. Do you have
wholesale cheap oakleys a preferred profile of age, sex, occupation or job title. What responsibilities do you think they would have?
Locating New Prospects
Now you know who your potential customers are, you have to locate new prospects to target. The easiest way to locate new prospects is to buy or rent a mailing list.
Mailing lists are available directly from database marketing companies that specialize in business to business or consumer lists. List brokers broke many lists from many different sources. Many lists, especially consumers, are available through Internet groups. These databases are often compiled on an "opt in" basis where all consumers have freely submitted their data, interest areas etc.
As mentioned, lists can be rented for a one time use only or purchased for multiple use. Lists can provide contact names, titles, company names, addresses, phone numbers, fax numbers and sometimes email addresses. Each element of information potentially adds cost so be clear as to what data you require before ordering.
e mail addresses are currently a bone of contention within the Direct Marketing industry. Unless
cheap oakleys the company has indicated that they want to receive your e mails (permission based or opt in marketing) your e mail may be considered as SPAM (unsolicited commercial e mail) and can be the cause of your ISP being blacklisted or, at worst, court proceedings to be threatened. If you want to buy an e mail list, be clear about the criteria under which it has been collected and how it can be used.
Define Your Campaign
Direct Marketing or Direct Mail has a clear advantage in that it allows you to measure exactly the response to your campaigns, their success and ROI (Return on Investment). Before you start you will need to be clear on what the objectives are of your campaign(s). A clearly defined mission makes for a clear message to customers. Are you looking for direct, immediate sales? Do you want sales leads? Are you informing your customer about something new? Are you looking to change people perception of your product/service/company? Are you offering an incentive? It is vital that you know what you wish the successful outcome of your campaign to be.
Planning the Literature
You know your target customer. You are clear about the mission. Now at the heart of every Direct Mail shot is the sales letter. Whether you are emailing, faxing or posting. Although great sales letters don grow on trees, bad ones mostly
cheap replica oakleys fail through one or two simple and fundamental mistakes.
You can use experts to help such as Direct Marketing agencies but this this can be costly and time consuming. A simple sales letter which you can design and/or print in house may work just as well for you. Five key points to remember in creating the marketing literature are simplicity and clarity in the language and message, enthusiasm and belief in your product, empathy towards your audience, imagination and creativity in your style and "Call to Action" to let your customers know what to do next.
fake oakleys that a product or service is seen for what it does for the buyer, not what it IS. Work to the FAB rule. Write down the Features of your product/service. Then write the Advantages. Now focus on communicating simply the Benefits that arise from these in your Direct Marketing material.
Make your FABs relevant to the readers needs/wants/ambitions. Look for Exclusive or Unique aspects. Make it Worthwhile and Valuable. Support your proposition with credible evidence or testimonial.
, research, research. You don have to go it alone. What are your competition doing? If you received their mailshots, would they work for you? Collect and review the Direct Marketing that you receive. Learn from their mistakes as well as harvesting their best features for your own campaigns.
Call to Action
A great sales letter does not necessarily lead to great sales. It amazing how many otherwise passable sales letters leave the reader floundering as to exactly what expected of them after they read the letter.
Be precise and clear in what you want them to do. Direct the recipient to the required actions. Make it as easy and as quick as possible for them to respond by including such items as direct ordering forms with preprinted names and addresses, fax back sheets, response mailers (reply paid), hyperlink click throughs for e mails.
The Nitty Gritty
This is it. The time to put pen to paper. You should be clear on all your objectives, output formats, target customers, FABs, mechanisms for reply, etc. Now you have to make it all happen. There are a number of simple techniques or formulae designed to help you approach a sales letter logically. They are not intended as a merely as a guide to ensure you cover the right points in the right order.
Interest. Or more importantly, holding
fake oakley wholesale it! Use some surprising or intriguing facts relevant to your product or service. Make sure you are talking about the reader problem, need or opportunity, not about your company or product.
cheap oakleys This is the Promise answer to the reader in it for me? question. Back it up with as many subsidiary salespoints as you can without confusing the main issue.Articles Connexes：