Perhaps it’s by neglect, perhaps by choice, perhaps because we “just don’t have the time.”
But I can tell you the most successful direct marketers I know are good at this thing.
Read More19 Things All Successful Direct Marketers Know
“Customers have to know and feel the brand as an experience that serves their individual needs. It has to be a total and on-going immersion in satisfaction that includes everything from packaging, repurchase, and after the sale service and communications.”
Read MoreIn short, you have to track every ad that goes out. You have to have your copywriter or ad agency or web person put a call to action with a order code or order extension or something on the advertisement
Read MoreWe’ve been talking about Lester Wunderman’s “19 Things All Successful Direct Marketers Know.” And I am amazed that despite his success more people do not put his name in the same realm as Ogilvy.
Wunderman was responsible for many firsts in our industry and his book Being Direct is worth a read by every serious copywriter, marketing director and business owner.
One of the things Wunderman said was that “Advertising Must Change Behavior, Not Just Attitudes.”
He went on to elaborate it like this:
Read More“Why should I?”
If your customer or prospect is saying those words after reading, listening or viewing your promotion, brochure, email, commercial or video… you are in trouble.
Read MoreTo be successful as a direct marketing company, you must “Communicate with each customer or prospect as an audience of one.”
Now, instinctively, you already know this to be true, right?
After all, that’s why we’re given names… because we are individuals. We are not grouped together and shackled at birth with all the other kids born that day. And we should not be treated like we are. So how do these advertisers think of us?
Read More“The Consumer, Not the Product, Must Be the Hero”… Those are the words that from the second of “19 things All Successful Direct Marketing Companies Know” But what else did Lester Wunderman have to say on the topic? Let’s take a look-see, shall we? “The product must create value for each of its consumers. It…
Read More“It’s not an ad with a coupon; it’s not a commercial with a toll-free number; it’s not a mailing, a phone call, a promotion, a database, or a website. It is a commitment to getting and keeping valuable customers.”
Read MoreToday, I am borrowing some inspiration from one of the masters of copywriting and direct response. However, it’s one of the masters I never hear anyone talk about. Yet he is responsible for some very big breakthroughs in our industry. So here’s the deal… I’m going to give you some of his accomplishments and his…
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