The Direct Marketing Checklist

The goal of every direct marketing campaign (both online and offline) is to get a response!  

To get your prospect to do something (like respond to your marketing message) you have to motivate them.  Here is a quick checklist of the essential pieces of a direct marketing campaign:

Grab their attention

Consumers are bombarded with hundreds of marketing messages everyday, and many are overloaded with information.  As a marketer, you have to find a way to cut through all the clutter.  If your message does not capture the attention of consumers, it won’t matter what you are selling.  The first step to a successful campaign is to grab consumer’s attention. (Hint!  Your offer is a great way of doing this).

Make a clear offer

Be very careful, your offer is NOT what you are selling.  Your offer is what you are giving your prospect in exchange for his/her time.  It should be unconditional; if they respond to your campaign they are rewarded with your offer.  The best offers are always simple, clear and easy to redeem.  

Sell The benefits

Features are NOT benefits.  Features translate into benefits.  Listing the features of your product/service will not motivate your prospects; in fact it may even turn them off.  Potential customers want to hear what “real-world” value they will receive if they buy from you.  Show them that they have a problem and that you have the solution.  Mention the features, but sell the benefits and you will bring your prospects one step closer to becoming customers.  

The “You” Approach

Talk to your audience.  Make them feel as if you are appealing to them on a personal level, they will feel more important and will be more likely to continue reading.  To accomplish this, make sure you use the word “you” often. 

Testimonials

The use of testimonials can be a great risk reduction strategy.  Consumers will feel a lot more confident if a fellow consumer is praising your company or one of your products.  The important thing to remember when using testimonials is credibility.  Make sure they sound realistic and get permission to put the person's name and some personal information under each testimonial.  Sometimes it can be good to put a picture of the person making the testimonial, especially if that person inspires credibility and confidence.

Reduce Risk

Whenever a consumer makes a purchase they are taking a risk.  As marketers our job is to reduce that risk as much as possible.  Risk reduction is even more important when selling via direct mail, catalogues and especially online.  Reduce risk with money-back guarantees, free return-shipping and flexible return policies.  If you have a good product chances are you will not get many returns. 

Be brief, keep it simple

You don't have much time to convince a prospect to respond to your message so get to the point.  Be extremely clear and concise and eliminate any potential confusion.

Repeat important facts

People have limited memory.  Especially when reading something for the first time (even more so when its a marketing message).  Be sure to repeat the important facts that your prospects need to be aware of.  Don't repeat them word for word, but find another way to make sure they see important information more than once.

Have a strong call to action

To get prospects to take action you have to tell them what to do!  Don't be overly aggressive, simply use an effective "call to action" when requesting a response from a customer.  It helps to tie your offer (or incentives) to your call to action.

An example: Buy before June 1, 20XX and double your discount!

Simple and to the point, you are telling the customer exactly what you want them to do.

Use incentives

A little extra can go a long way!  Tell your prospects that if they respond to your message by a certain date, they will get the offer plus an additional bonus (maybe 5% off their purchase). This tactic is a great way to avoid casual consideration, which basically means they are interested but procrastinate when it comes to taking action.  

Use a strategic postscript

Everybody reads the P.S. at the bottom of an email or letter! This essential piece of any direct response campaign is often ignored, but it can have an important impact.  People naturally find it easier to remember the first and last bits of information when reading something.  Be sure to use your postscript strategically.  It can be a great place to repeat your offer, reinforce your call to action or add an extra incentive.