“Pretty” Doesn’t Always Get The Job Done In
Direct Marketing

Four weeks ago I promised you the insider’s secret to direct
marketing. International Marketer, Dan Kennedy’s 9 rules for
successful direct marketing. Here’s a recap of the first six:

Rule #1: Always include a bonus, giveaway or other tantalizing offer.

Rule #2: Make the reason for contacting you a compelling one
(A poor example is: “For more information call…” In a prospect’s world this
translates to, “Call now to have your very own sales reps ram our product down your throat.”)

Rule #3: Give clear instructions.
You gotta hold prospects by the hand and show them the way or they’ll get distracted and dump you.

Rule #4: Track and measure every direct mail piece.
Just because a campaign “pays for itself” doesn’t mean it was a success or a wise use of your marketing dollars.

Rule #5: Be smart when investing in branding!
A savvy reader corrected me last week (and rightly so) when I said branding was a nice by-product but not much use in general. Had I taken the time to be more precise in my language, I would have written that branding is necessary, but should be pursued with prudence and caution. In other words, be careful about marketers and salespeople trying to hook you with this “buzz” word. Branding is an art and not all forms of marketing will help you achieve it.

Rule #6: Follow-up. Follow-up. Follow-up. Who should you follow-up with?

• With a first-time customer who could become a repeat customer.
• With leads generated from a trade or consumer show.
• With referrals.

And that brings us to the final three! Drum roll please…

Rule #7: Write strong copy.
Boldness is rewarded in a good marketing piece. Timidity is overlooked. I’m not saying your copy has to hit your reader like a 2x4 to the gut, but it should stand out and it should command attention. Think of it this way, you wouldn’t send a meek sales representative into a prospect’s office begging in a near whisper for a few minutes of his/her time. No, you send a confident, charismatic person in to capture their attention and close the deal.

Rule #8: In general it will look like mail-order advertising.
Guess what David Ogilvy, one of the most famous ad people in the world, once said? Only direct-response guys really knew what they were doing; his guys were guessing. The truth is most advertising is experimental. Trial and error. Direct marketing, however, is a well-researched and well-proven method even for those of you who claim “direct marketing doesn’t work for MY kind of company.” Every type of direct mail may not work for every business, but you can be sure the RIGHT direct mail will work.

Rule #9: Results rule. Period.
A large percentage of direct mail doesn’t “look” like it should work but that doesn’t mean it won’t work. Maybe you think it’s too bold, too unprofessional, too whatever. Regardless of whether you LIKE the look of the marketing or whether you THINK it will work, what really counts is the results. Does it produce or doesn’t it?

There you have it folks! All 9 rules for successful direct marketing. Use them wisely ;)

Committed to your marketing success,
Lina Penalosa
April 18, 2006