e-Tip #1 January 2, 2008

Dear Friend:

For the next 7 weeks, we are going to explore the deep down secrets that many experts have learned about Direct Response Marketing. We could write a book but then these wouldn’t be tips.

Before we begin, let’s define the goal of Direct Response marketing. There are a number of different types of marketing and each has a specific objective. The goal of Direct Response marketing is very focused. It is to get a prospect or current customer to pick up the phone, click on your website, get in their car, drop a check in the mail, and directly interact with you to buy your product or service.

That’s it… buy from me, buy more, buy now. Everything else is art and design.

Today’s tip is to understand that there is no one way to execute a Direct Response campaign, especially in today’s complex and dynamic landscape. But there is one central focal point and that’s “The Brand.” Before you can have a clever idea, you and your copywriters have to intimately know the brand and determine::

1. What’s unique about your product and/or service
   
2. How your prospects will benefit from the most important features of your product or service
3. What your Unique Selling Proposition (USP) is for your customers
4. A clear, concise theme
5. A personal, one-to-one communication that’s both relevant and timely .
   

Once you have the brand in focus, you can craft a message (and offer), whether it is an ad, a brochure, website or direct mail piece, that will allow your customer to understand why using your brand is advantageous and how it serves their needs and desires.

Now comes the hard part. You’ve done your research and it’s time to write copy and design an ad or direct mail piece. Now, you have to put your new knowledge base on paper and get it in front of your audience. This involves creating a copy strategy and a technique that flushes out the buyers. The trouble is there is no one strategy. What you say and how you format a magazine ad is significantly different than a direct mail piece and that’s different than an e-mail format.

Your copy strategy (and design) will vary depending on the media you use. One size does not fit all media. Keep the same theme and USP but tailor the message to fit the media and the expected audience that will be exposed to the media.

Know the rules of Direct Response marketing. Know when to break them and know how to break them for maximum impact. Remember, clever may be cute, clever might get you an award, but clever does not usually sell product.

Next week, we’ll expand this theme but if you have any questions or want to add your two cents, e-mail us at willi@integralprintmedia.com

Eric Sims and Willi Abbott

Click here to view our new "OPEN AVAILS" page for your most up-to-date source of print media available buys.