Customers have emotional hot buttons. Successful direct marketing uses as many ways as is possible through copy, color, or graphics to trigger a response. Customers do not choose products or services rationally…direct marketing that moves people emotionally will move a product or service.
Know they customer is the #1 commandment of direct marketing the more you know about your customer the more you will sell. It’s much more than the statistics.
People do not embrace chance with open arms. There’s comfort in sameness. Radical changes in direct marketing designs, colors, merchandise, or formats, without testing is one sure way to make you P & L run red, and for you to get some unwanted face time with your boss.
The leap of faith for a customer is placing an order. Direct mail and E-marketing are impersonal businesses. There is no face to face interaction between seller and buyer. Trust…the more you reinforce it within your offer or guarantee, the more people will believe you are the real deal.
Likes attract likes. Direct marketing copy and graphics that relate and target to the specific demographic will be rewarded with a response.
It’s estimated that the majority of the people in this country have a 8th grade reading comprehension level. Talk above your customer in words that they don’t understand, and expect your response to be below expectations.
Customers today are sophisticated. They scan direct mail and E-marketing offers like a peregrine falcon on the hunt. Answer the “what’s in it for me” questions up front or face your direct mail or E-marketing effort being resigned to the circular file, or being clicked away.
Customer frustration does not lead to response. Hard to navigate web pages, or hard to follow order forms, layouts, copy or type in any direct mail offer, are roadblocks to resp (more…)
