Not Every Direct Marketing Strategy Will Suit Every business
Here's 4 reasons.
Out in the country, nestled between farms, silos and other tall structures, the wind can change direction in a moment’s notice.
Change. Not the kind in your pocket or purse. More like the movement and direction of the wind. Plus, even in your audience and customer contact list.
How do you plan for a change? You have a plan?
You can pick up a book pertaining to your situation. So, if that is your choice, you decided on learning by reading. Depending on the answers you are searching for, that can be a smidgeon of books or thousands of books deemed for your situation.
You might try a search on your browser of choice. If you are lucky and found some interesting reading, you still need to determine if it is right for you. I did not say this would be easy.
All good things come in 4's
Check out additional information on proofing by clicking here for a copy of Direct Marketing Success newsletter, Vol 18, No.34, “Four Simple Steps to Sharpen Your Proofing Skills and Keep Your Good Reputation Intact.” In addition, you will find 3 more articles, “Ready to Get Serious About Email,” “The Right Time for Business Growth Starts Today,” and “What’s New in Direct Mail?”
1. Change inherently happens to a person who plans for change.
For example, people who work in marketing, advertising, or sales comes to mind. Yes, they understand change can happen at a moment’s notice. I was consulting with a firm, which used company employees to proof marketing and sales materials. An employee in accounting found a mistake but did not turn her copy sheet in on time. Unfortunately, they sent it to a print-shop. I recommended to my contact to call the printer and ask for a proof sheet prior to printing.
2. The best copywriting can capture more sales and customers.
These direct marketing professionals have a very strong motivation gene in their DNA to use specific words go after the consumer tooth and nail to make a purchase. It is the powerful copy and presentation of offers no one can refuse.
Each direct marketing copywriter needs a design that aligns with their copy and pulls the reader into direct and digital marketing copy. All direct marketing and mail specialists know the frequency of messages sent on a schedule is incredibly read. They also know, not every direct marketing method will suit every business.
Every contact in your list needs a variation in parts of the copy to get attention. When it happens, it is like finding a pot of gold. I base some variations in customer segments and their profiles in a database. Especially true if you can do it below budget. Check out my post, “The Art of Copywriting.”
3. Learn by reading, learn by doing.
Seek to understand your unique audience and customer base. Personalization of your audience and customers used with multi-channel or digital marketing may be a double whammy and produce a significant increase in responses. However, do not forget the intricacies of personalization. Today’s direct marketing must be beneficial to your customers. Memorable messages to your audience with your marketing goals in sight is to learn more about them and to please them.
Read any marketing journal or the many advertising service providers’ daily emails you will find across the board, from small business to the largest companies. Marketing copywriters appear to lack understanding when, how, and why using personalization. Or some writers do not want to know. Memorable messages to your audience with your marketing goals in sight is to learn more about them and to please them.
In today’s data driven marketing era, it is important to capture customer information to drive business and future marketing decisions. When you use personalization wisely and appropriately, it is a powerful direct marketing mail tool that attracts attention, increases readership, and invariably boosts the chances for a response.
For additional information on data and personalization, click here for a copy of Direct Marketing Success newsletter, Vol 17, No.32. And on the front page read, “How to Turn your Customer List into A Dream List.” In addition, you will find 3 additional articles of reading and doing.
- How to Motivate Your Customers into Action,
- Quantity vs. Quality and,
- One Word When Not Used Correctly
4. A solution provider mindset works well with a learn by reading and learn by doing skill set.
How can a company know if they stage it for complete success for direct and digital marketing? What is a good way to identify gaps in strategy, to repair mistakes that testing brought about, and what they learned from the last campaign that made your strategy not as effective?
Asking questions in the previous paragraph, need solutions. You may have or may wish you would have created testing points, such as response, communication channel tracking and website traffic.
If you are using direct marketing mail plus digital marketing, there are testing methods available from the USPS and response results from Google Analytics. If you used email and website landing pages, there is data to collect from the email provider to gather information on how your website took part in the analysis.
As the questions add up, a wise person would visit Direct2Customers marketing community to kick start learn by reading. Marketing Doc, the librarian, works with each member of the community to find the right marketing articles or content to start on the right path, free. Which then leads to learn by doing.
Seek to understand your unique audience and customer base and then work hard to find the most effective way to serve them.
What are you waiting for? Sign up today. What are you waiting for? Download one or both Direct Marketing Success newsletters now!
Sum-up
View marketing as a science. Whatever product or service you offer your audience, everyone is different. The larger the audience, you must adjust your data collection and analysis. You will need to adjust or add new segments and customer profiles on a schedule. Change comes and goes differently within your audience. You are always reading and always doing.
Please share with others–except your competition!
Direct marketing copy is like a puzzle.
Sharing my time with you is not over at the end of a post. There are many ideas I experienced in owning a small business. My ideas about using and writing direct marketing and customer-centric copy are intertwined in the marketing, advertising, and selling content, articles, reports based on my philosophy of people learn by reading, then learn by doing.
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This is what I do and what I love to do.
Thanks again for reading. Questions?
Mdoc@direct2customers.com or 800-251-3608
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