DIRECT MARKETING Direct Marketing has made individuals and businesses millions in rapid time. With a highly successful campaign the rewards are endless. Over the years Direct Marketing has changed with shopping channels and other media introduced solely for the customer to communicate directly. In fact the main thing that separates Direct Marketing from its cousins Marketing and Advertising is its attempts to speak and communicate directly to the consumer. It also involves the consumer to Action otherwise known as a “Call To Action”. Ways for a call to action are Coupons, Phone Numbers, Order with a Credit or Debit Card, Request further information. Ways of Direct Marketing The main ways for Direct Marketing is Direct Mail, TV Radio Media, Telemarketing, Email Marketing, Faxing, Text Messaging and Mobile Calling. One golden rule of Direct Marketing is to Test and Measure. Test, Track & Measure Your Campaign Firstly you should test and roll out your Direct Marketing campaign. Carefully planning and targeting your prospects you must Test, Track and Measure everything. Start with your existing customer base on a small scale and then when it’s successful roll it out to a wider audience. This can save you 1000’s in lost advertising budgets. Track and Measure all returns such as how many customers responded? Who ordered? What interest did it generate? Etc… For Direct Mail and Brochures I would always include a professionally written sales copy letter. I have found that the response rates are a lot larger when complimenting a brochure. Always concentrate on the heading as this will be the first thing that customers read. Stir emotion hook them into reading more and more. Keep their interest and create desire – remember pictures paint 1000 words, Emotions create 1000 pictures! Make sure that you include the benefits, benefits and loads more benefits to your prospect to create and explode the emotion in the reader. For more on copy writing please see Killer Copy Writing category. Break Even Point Its always important to work out your break even point to recoup your expenses. Some companies use the Break Even Point to attract new clients and customers and then Direct Market them for further sales and products. I used this tact a lot when I was selling Computer Supplies and Stationery in one of my first companies. I would sell products at a break even to then gain new customers and slowly and slightly introduce other products at higher prices. Oh and remember if a mailing or way of direct marketing works – repeat it! For more detailed Tips please click below to enrol in my VIP Newsletter.