Not Every Direct Marketing Strategy Will Suit Every business

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!


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.

Please join our Direct2Customers Marketing Community today!

Learning and doing, marketing, and selling ideas, is what you will find in your Direct2Customer Community. Join us today by clicking on the button.

This is what I do and what I love to do.

Thanks again for reading. Questions? or 800-251-3608

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“I Need a Headline That Work in All Media”

“I Need a Headline That Work in All Media”

Writing creative headlines will yield significant results and increase the readership of your copywriting.

If your marketing results are anemic, you obviously ignore that a good headline attracts your customers to look more about what you offer.

He’s a quick reminder. Direct 2 customers marketing is all about reading. If you can get people to read your copy, you can get people to buy your products. However, to get people to read your copy, you must write strong headlines.

To write a good headline, you must have four objectives: attract attention, select your prospects, deliver a well thought message, and pull readers into the body copy.

Headlines are vital to the success of any advertising, but it is especially important for direct 2 customers. A good headline is like money in the bank.

I Create Headlines to Grab Attention.

I create them to pull the reader into the heart of my copy.  No absolute authority dictates how long a headline should be. The real question is what you must say to earn your reader’s attention to the rest of your copy.

A person reads, listens and watches for knowledge, information, or just for fun, but never to make them work. How the words you choose in your headlines make all the difference of successful marketing and sales campaign.

“Learn by reading, Learn by doing.”


Ask yourself a few questions before you select a headline:

  • Have I made a promise. 
  • Have I painted a picture.
  • Have I created a sense of urgency.
  • Have I explained how my product and service can solve a problem.
  • Have I explained why it is an incredible bargain.
If your creative channel is out or sorts,

focus on creating a “how-to” or “why” or “number series” as added value. Then analyze your notes carefully and write your copy into the headline or subject line, just about anywhere you plan a marketing campaign. The product you sell and the attention you want from your audience, determine the type of headline you want to use.

In addition,

headline writing tools are paramount in email subject lines, social media, mobile, websites, landing pages, video, or anywhere else you would capture a prospect or customer. You need a crafted assembly of copy to get as many eyeballs as possible.

Do I need a headline to work in all media?

The headline for this post would capture more eyeballs if I added “How to” replacing the “I need.” There are way too many communication channels and different needs of people that make one headline useful in all shapes and sizes.

Let me know what you think.

   Please share with others – except your competition!

   Sharing time with you is genuinely appreciated. Please join our Direct2Customers Marketing Community today!

  Learning and doing, marketing, and selling ideas, is what you’ll find at your Direct2Customer Community. 

  It’s what I do. It’s what I love to do. 

  Thanks again for reading. Questions? or 800-251-3608 


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Visuals attract and make the reader pause…

Visuals attract and make the reader pause…

but pounce on them with an offer they cannot refuse.

Direct and digital marketing is a combination of words, pictures, and ideas. A great visual tool without compelling words often goes unnoticed. Great words without the ability to attract the consumer’s attention often doom those glorious words to oblivion. Great visual images without substantive words and ideas often diminish the result.

At times, your audience may not understand a visual. Many have heard of the Pareto Principle, but after seeing in use in a post or an article, it deserves a trip to Google to answer people’s questions.

Use another pause visual to slow or stop the reader to check it out. Make sure a post or solicitation opens in another company web page so the trip back for the visitor returns to the original location. Also, this is a clever way to explain the definition of a word or phrase.

Do you know your competitors, directly or indirectly? Find out before you read their product description after seeing their product in a photo or video. You may say, “Now, why didn’t I think of that?” Or, “this new product will kill us.”

Each example is important, but prospects and customers will overlook the best words and most monumental ideas unless something grabs their attention. Producing “grabbers” work well with about any communication channel today.

The grabber for direct mail is the design. It’s the proper mix of color, shape, size, illustrations, photos, and typography.

I know what you are thinking. If you said your digital and social media communications could use a design makeover, you are correct. Try it. You won’t be disappointed.

A good headline accentuated with a photo or art is “a double whammy.”

Bright colors and bold graphics set your work apart. Illustrations are easily editable to fit your brand and can even be more universal than photography. Let Vector illustrations help your next project wrap up a punch.

Focus on creating a “how-to” or “why” or a “number series” while adding value and/or supplying entertainment in the form of a photograph, vector art, or even a short video or GIF.

As we learned in Direct Mail 101, the how-to is powerful because it engages the prospect on a deeper psychological level. It’s self-centered and most of us pay more attention when we hear “how-to and whatever follows after it.”

Try using a catchy relevant headline in the email subject line and see your open rate increase. Go a step further and add visuals with copy.

How to Reach a Qualified Target Audience… and motivate them to seek you out!

Momentum is not only a powerful force; it can keep people in motion. Eventually, when focusing on a segment of your contacts, such as once-buying prospects, you will learn how to qualify them.

The copy and the photo are enough to draw the reader in to the post. The copy can appeal to a human emotion.

Ask a question in the headline.

“What marketing communication channel delivers over 700 million messages each day?”

Curiosity can draw many reasons to find an answer. A good copywriter will add more subtle information. Like, in…

Subhead. Hint. Something you do with marketing.

 The answer is 700 million of letters and parcels are delivered yearly by the United States Postal Service. When you decide to use the US Mail channel, it’s a good guess the contact will get what you sent.

Thinking of using direct mail?

When designing direct mail, many people tend to be overly concerned about the individual design elements in the piece. Such as:

  • How does the headline look?
  • Should we put a few bullet points here?
  • How about some added color here?

Stop! Always try to look at your design. Stand back from your thoughts and look at it as you would a cool piece of art.

Imagine the blocks of text, the headlines, and various color blocks and photos as design elements – squares, circles, rectangles. Look at what stands out and what doesn’t.


If you want to learn more about this communication channel, direct mail, visit our and visit the Library of Marketing. There are a variety of sample writings. If you have a specific need send an email to

Thanks for reading and please share with others – except your competition! Your time is truly appreciated.

Learning and doing, marketing and selling ideas, is what you’ll find at Direct2Customers community.

It’s what we do. It’s what we love to do.

Thanks again for reading. Questions?     800-251-3608 (USA only)







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