| "A Powerful Direct Response Marketing
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| | beginning of the century. The only
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| Guide that Can Literally Double or Triple
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| | difference today is that the Internet has
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| the Number of New Clients Your Bring Into
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| | made it much faster and cheaper to
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| Your Business Online or Offline"
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| | compile permission based opt-in lists
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| Contact Information
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| | online.
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| Timothy Little--For details on how to
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| | Even a great product at a reduced price
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| launch a direct response Web site or mail
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| | would be useless if it is presented to
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| marketing campaign contact me by E-mail
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| | the wrong prospects. You must target your
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| For free consultation e-mail the quote
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| | prospect to generate traffic for your
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| form at or call me by phone at (989)
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| | product by Web site or mail.
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| 463-5951Part 1: Defining Direct Response
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| | Most lists fall into two categories
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| Advertising
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| | compiled lists or direct response lists.
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| Direct Response marketing is accountable.
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| | Compiled lists are phone directories
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| It is advertising you can justify and
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| | annual membership rosters, and
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| track. Not only is direct response
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| | manufacturing directories. Response lists
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| marketing measurable but it can easily be
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| | are just as they imply they have
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| adapted to fit your advertising budget.
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| | responded and purchased a targeted
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| The heart of direct response advertising
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| | product or service recently, because of
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| is in the planning, organizing and
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| | this fact they are most likely to
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| pricing of the marketing campaign. Small
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| | purchase a similar item again. Response
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| business entrepreneurs must match mailing
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| | lists are common for magazine
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| list selection to prospect profiles and
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| | subscriptions or lists of prospects that
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| design a campaign that targets the
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| | have purchased life insurance or indexed
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| customer. Most importantly, providing
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| | annuities recently.
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| follow up service with back-end analysis,
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| | Standard Rates and Data Services (SRDS)
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| fulfillment of orders and inquiries this
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| | are directories of response lists. They
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| allows a small business to test and
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| | will include quantities and descriptions
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| measure campaigns quickly and
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| | of each list for sale.
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| inexpensively.
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| | Part 3: Direct Marketing Strategy
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| A small business financial planner can
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| | The offer is often referred to as the
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| than focus on the most profitable
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| | deal. This is what people get for there
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| segments of a campaign. Direct response
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| | money. Whether you're planning a direct
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| marketing is efficient its small target
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| | marketing strategy, evaluating a campaign
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| groups made up of the most interested
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| | or writing an ad much of the work
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| prospects for a product or service.
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| | revolves around three important elements.
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| Direct mail and direct marketing are
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| | The offer the list and the creative and
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| sometimes used interchangeably. Direct
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| | these elements work together or
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| marketing can be used effectively in many
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| | separately to make your direct marketing
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| different media's and is not limited to
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| | promotion work.
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| direct mail advertising. Direct marketing
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| | The offer is the product or service being
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| goes far beyond sending self contained
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| | sold and includes any warranties,
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| mailers. This reality is truer online
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| | guarantees, features, and price and
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| since, accumulating opt-in permission
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| | credit terms. The offer could also be the
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| based names for e-mail promotions can be
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| | actions someone needs to take to place an
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| done at a fraction of the cost of bulk
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| | order like a shopping cart or form on a
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| mail marketing campaigns. I can help you
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| | Web site or reply card in a bulk mailing.
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| during the critical planning stages
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| | Offers separate general advertising from
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| e-mail me at for more information.
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| | direct response. General advertising
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| Direct response advertising can be used
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| | often excludes the critical information
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| in variations to support marketing and
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| | that should always be included in direct
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| promotional activities for driving
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| | response advertising. Direct response
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| traffic to your Web site or inquiries for
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| | puts all the necessary information
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| a product or service
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| | together in an offer and tells the reader
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| A study recently published in the
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| | exactly how to respond. People expect
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| Marketing section of the Wall Street
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| | offers in direct response advertising.
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| Journal (December 2002.) Indicates that
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| | You must give the prospective customer a
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| media spending will shift away from
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| | reason to respond like limited offer or
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| traditional media advertising and switch
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| | special bonus, since the purchase is
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| towards Internet marketing and direct
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| | impulsive in nature.
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| mail since they appear to be more
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| | Failing to make the offer clear or
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| promising. "E-mail marketing is more
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| | forgetting to make an offer at all is a
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| measurable and is seen as a good value
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| | common mistake among direct response
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| for the money as people get better
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| | marketing beginners. The way to get a
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| customer targeting".
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| | response to an offer is to make a deal
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| The growth of direct response marketing
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| | that prospects can't refuse.
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| online and off has grown tremendously
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| | In direct marketing, offers are
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| over the last few years. The benefits and
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| | categorized by the method of payment.
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| profit potential online has been
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| | Offers with delayed billing and trial
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| recognized worldwide and will be the
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| | periods are soft offers. Asking for a
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| number one advertising vehicle both
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| | payment up front with a special bonus for
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| online and off for the following reasons.
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| | paying now by credit card is a hard
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| *Patrick Barwise - London Business School
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| | offer. The payment terms like accepting
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| management and marketing.
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| | credit cards online makes a big
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| Benefits drive direct marketing. If you
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| | difference in the response to the offer.
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| don't already think of your marketing in
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| | Splitting up payments can sometimes make
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| terms of benefits, now is a good time to
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| | a difference on higher priced items.
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| start. Direct marketing is like no other
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| | Sometimes in direct marketing the
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| form of advertising since you have
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| | elements included in a product can make a
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| control over your message and you control
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| | big difference in response. The price of
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| everything color, design, the list, and
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| | an offer should be tested at certain
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| your budget and payment options.
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| | price points. Testing hard offer verses
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| The flexibility of direct response
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| | soft offer sometimes can make a big
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| marketing helps you to broaden your
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| | difference in response rates. Always
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| thinking. Precise targeting allows you to
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| | strive to improve your offer by testing
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| search for specific products. The more
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| | different elements of an offer.
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| precise your message is the less money
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| | Part 4: Direct Marketing Creative
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| and time you spend on people who are not
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| | Your actual copy and graphic design is
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| interested or qualified to use your
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| | important in direct response but less
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| product. Direct response marketing is an
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| | than a well defined strategy using your
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| equalizer for a small business. Finally
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| | offer and a targeted list.
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| you are able to compete with larger
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| | Poor graphic design can hurt your
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| competitors with targeted messages and
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| | response and professional image. Lavish
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| react quickly to changes in the market
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| | or unusual artistic techniques may work
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| because of your small size.
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| | well for magazines and other types of
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| Direct Marketing is immediate and
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| | advertising but would actually distract
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| personal. What is more immediate and
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| | or lower response rates in direct mail.
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| personal than a letter? New opt-in email
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| | It would be wise to keep your graphic
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| technologies allow you to reach thousands
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| | design to a minimum unless you employ a
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| of prospects in minutes with a
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| | graphic designer for design or
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| personalized message including name and
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| | professional photographer to shoot your
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| personal interests.
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| | photography. Direct response advertising
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| Direct marketing is a more testable form
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| | is a combination of words, pictures and
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| of advertising. Every mailing campaign
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| | graphics. The words used almost always
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| you run is an opportunity for you to test
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| | must move and persuade.
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| something and gain information that can
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| | Write a sales letter for entry-level
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| help you improve your marketing. You
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| | products or service's and feature it on
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| always have the opportunity to test
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| | your home page. Write a sales letter
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| different lists, offers and packages. You
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| | convincing prospects to send an e-mail
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| need to have a good tracking program in
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| | requesting a sales representative to
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| place to do this effectively.
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| | contact them. Offer free reports, e-zine
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| Part 2: The money is in the list
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| | to build the list. Personalizing with
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| You can use direct response marketing to
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| | first name last name, gender zip-code
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| build a database. Whenever a prospect
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| | using mail/merge software will increase
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| buys from you simply add their name and
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| | response and will separate you from the
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| purchase information to your database.
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| | clutter of emails prospects get.
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| The quickest way to build a database is
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| | Using a compelling headline that draws
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| to offer a free electronic brochure
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| | your prospect into your letter and
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| embedded on your Web site for example (9
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| | promotion can triple marketing response.
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| ways to retire 10 years early or free
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| | The headline should be driven by product
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| quotes and 30 days of free life
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| | benefits or solving a problem. Headline
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| insurance.)
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| | offers would be a good item to test in a
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| The reason for your database is to
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| | letter and can pay for it self many times
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| re-sell to your prospects again and again
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| | over since this would become your control
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| and test cross selling techniques for
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| | letter. Newspapers and tabloids use well
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| free. This brochure can be plugged in to
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| | crafted headlines to sell there
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| your web site for download or you can
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| | publications at point of purchase
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| personally make an appointment with your
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| | display's.
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| prospect and hand them a brochure in
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| | Only a few Web sites use direct response
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| person.
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| | marketing in there copy and the Web sites
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| There is no doubt that these techniques
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| | that have tested sales copy have been
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| will help you to achieve success in your
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| | successful. Marlon Sanders and Cory Rudl
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| marketing efforts. It is important that
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| | are good examples of internet direct
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| you plot the destination of your
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| | response marketing pioneers. Both have
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| marketing campaigns with a marketing or
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| | made fortunes selling and testing there
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| business plan. Direct marketing results
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| | books and e-books on the internet using
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| are almost immediate and these results
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| | old fashioned marketing techniques. Web
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| will not help you unless you plan your
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| | sites that sell products and services do
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| business objectives. Many companies
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| | better if graphics and flashy programming
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| falter and lose sight of overall goals
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| | designs are excluded since they take
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| without a marketing plan to guide them.
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| | longer to load which will greatly lower
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| Improved Computer capabilities and more
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| | the response unless closely tested.
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| recently the internet has made both
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| | The focus is writing compelling copy that
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| direct marketing and direct mail more
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| | describes the many benefits and features
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| efficient and more effective with
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| | of products or services. Products that
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| database marketing. The way to make
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| | are digital in nature like e-books and
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| direct mail more efficient especially
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| | MP3 music and software do especially well
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| with the rising costs of postal rates and
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| | since the visitor will get immediate
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| print media is to target prospects with
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| | satisfaction by checking out with credit
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| database collections.
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| | card and downloading within a couple of
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| The database is a collection of
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| | minutes. If you are selling e-commerce
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| information on customers and perspective
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| | web mall items clean digital photography
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| customers including their names,
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| | with limited graphics and strong copy
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| addresses, titles and companies. Lists
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| | featuring benefits like free delivery,
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| selections can be further segmented by
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| | guaranteed satisfaction or free downloads
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| geography or zip-codes, gender, income
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| | will help response levels.
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| and commission levels.
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| | Direct response soft offer trial periods
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| Prospects are grouped together with
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| | are being used frequently by Microsoft
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| common characteristics to increase
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| | Network and AOL to market there internet
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| marketing effectiveness. The database is
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| | services. Like 60 days free with credit
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| used to fit customers with products or
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| | card verification. When the competition
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| services and to aim a precisely written
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| | is fierce and pockets are deep soft
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| message to a special group of people.
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| | offers can be very effective as long as
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| Successful sales professionals know that
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| | your billing package has been tested and
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| the more they know about their customers
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| | has proved to be effective. Payment
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| and prospects the better they will be
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| | variations (credit card, check,
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| able to sell to them. The same is true in
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| | installment by phone or emailed by CGI
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| direct marketing and the list is the key
| |
| | form) may work well for products and
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| resource.
| |
| | services on the internet. This technique
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| Close list selection and analysis is the
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| | used in direct mail would have the
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| first step to ensuring a successful
| |
| | opposite effect and may lower response.
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| direct response program both online and
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| | Testing this feature would give you the
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| off. The money is in the list and in this
| |
| | best answer.
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| sense the internet has not changed this
| |
| | Sometimes billing prospects for services
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| fact. Today, it is much less expensive to
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| | can triple the response rate. The payment
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| collect and test different offers with
| |
| | offer can be a crucial element in a
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| the speed of the Internet. This is the
| |
| | direct response campaign and should be
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| same way publishers have sold magazine
| |
| | evaluated closely, since the pay up rate
|
| subscriptions and books since the
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| | could possibly break a small business.
|
