Last week, my friend Caesar and I challenged you on what is a myth or a non-myth when using the techniques of direct marketing and mail.
Below are the true or false questions with my answers. There are also a few links for you to click and learn more about direct marketing and mail. I recommend you test a few in future marketing campaigns.
1). T or F – The quantity of responses from a marketing campaign is the most important.
FALSE. A response rate is an important metric for analyzing a mailing. But a high response rate is not a goal in itself. If you’re trying to generate sales leads for a high-dollar service where the contract might be over $1 million, a single reply that results in a sale might give you a low response rate, but it would likely represent a significant return on investment. Your goal is not to maximize response but to maximize profit.
2). T or F – It’s a good idea to copy your competitors.
FALSE. It is a good idea to see what your competitors are doing. But it’s dangerous to assume that anything your competitor’s mail is effective. Far too many businesses spend a lot of money on direct mail that barely turns a profit. The mailers you should pay attention to are those that earn at least 75% of their profits from direct mail. And even then, you should test carefully to make sure their ideas work for you.
3). T or F – Testing the direct marketing message before delivering is a waste of time and money.
FALSE. One of the reasons direct marketing is recommended to use with today’s many communication channels is the ability to test. Testing allows adjustments to be made creating an increase in your marketing dollars.
While there is a lot of creativity that goes into writing and designing communications, testing should be a careful and disciplined process. Here are a few ideas to ensure that you are testing properly and reaping the rewards of more effective and efficient direct marketing tactics.
4). T or F – Direct marketing and mail is all about making a strong offer.
TRUE. Direct marketing and mail is all about making offers. Whether you’re selling a product, promoting a service, driving traffic to a Web site, or bringing people to a retail location, the heart of any direct marketing will always be an offer.
What is an “offer”? Some people mistakenly assume that it’s a discount. It can be, but it could be any number of other things as well. Here are a few more reasons why.
5). T or F – You can boost sales with hard-ball copy.
FALSE. There are a few product types where over-the-top copy can work, but generally hard-ball messages destroy credibility. You can’t make people buy something they don’t want. All you can do is deliver the right message to the right list. And the right message must be credible.
6). T or F – The style of direct marketing and mail copy must be persuasive.
TRUE. Your copywriting must grab the attention of the readers, (peek-a-boo), focus on them and not your company, differentiate your product or service from your competition, tailor your copy to different niche segments and the channels you’ll use and why they should buy from you and no one else.
That’s a rather long sentence but it’s not very often you see five tips as promised in the first sentence. Let me share a few ideas which can make your copywriting more effective in selling your goods, and reasons why.
7). T or F – Including a testimonial can help a company start establishing trust.
TRUE. Are you actually addressing people’s needs? Do they believe you? The simplest way to get your customers opinion is to ask them. People pay more attention to what other people say about you than to what you say about yourself. Testimonials from people who have had a positive experience with your company make the task of building trust easier. Whatever you do to build customer referrals and word of mouth, including frequent-buyer programs, prizes or discounts, will be well worth it.
Let me know what you think and thanks for sharing.
Everything marketing starts and ends with your customers… cater to them, listen to them and react to them. The results will amaze you.
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