6 Tips for More Effective Direct Marketing
Did you catch RMR’s recent column in Washington SmartCEO Magazine? If not, the article can be found below. You can also find all of RMR’s articles from the magazine here. 6 Tips for More Effective Direct Marketing While it's true that direct mail or direct email success depends first on the list, next on the offer and only last on the creative ... being last doesn't make creative immaterial. Think of it as the last leg of a relay team. After your strong runners build your lead, someone still has to cross the finish line. So here are some ways to assure your creative keeps you in the race. #1. Speak to the reader's self-interest. His favorite song is "I, Me, Mine." So play along. Headlines and lead paragraphs in your letter or brochure should immediately convey information of use, value, benefit, and - above all - interest to the reader. #2. Tell the reader what they'll gain by replying (more time, more money, peace of mind, solutions) and what they will lose by not responding (the opportunity to solve their problems). #3. Use visuals to reinforce your message and make it easy to [...]