By Jay Conrad Levinson
Direct response marketing is a lot different from indirect response
marketing, although guerrillas like it best when the two are teamed up.
The first is geared to obtain orders right here and right now. The
second is geared to obtain orders eventually. Although a fair amount
of standard, indirect marketing often is necessary to set the stage, to
make prospects ready to buy, and to separate your company from
strangers, it's when you initiate direct marketing that you first taste
As you well know, we are living in the Age of Information, most of it
very easy to obtain. But information is hardly enough for a guerrilla.
And information is not insight. It's the combination of information and
thought that leads to insight and it's insight that's going to make you
a stand-out in the direct response arena.
The first insight for you to absorb is that direct response marketing
either works immediately or not at all. Unlike standard marketing which
changes attitudes slowly and ultimately leads to a sale if you go about
things right, guerrilla direct response marketing changes minds and
attitudes instantly and leads to a sale instantly if you go about things
When it works, you know it. You don't have to sit around and wonder. You
don't have to wait months and months for your message to penetrate the
mind of your prospect. Your time-dated direct marketing offer either
results in a sale right now -- or it doesn't.
To succeed with direct marketing in any medium, remember always:
1. Your offer is omnipotent. The best presentation in the world has a
major uphill battle if you make a weak or ordinary offer.
2. The market to whom you direct your message can make or break your
campaign. Saying the right thing to the wrong people results in no sale.
3. What you say and how you say it is easily as important as to whom you
say it. Talk in terms of your prospects and how your offer benefits
4. Carefully planning every cent of your campaign for maximum profits
requires as much creativity as your message. Guerrillas excel at this.
5. The more that people have been exposed to your other marketing, the
more readily they'll accept what you offer with your direct marketing.
Some principles of indirect marketing apply to direct marketing. You
must still talk of the prospect, not yourself, and you must make a clear
and cogent offer. But from that point on, direct marketing is a whole
new ballgame. And its one that you can win with the insights of the
Stupid mistakes in horrid abundance have been made by otherwise bright
companies when testing the direct response waters. Fortunately,
guerrillas can learn from these blunders, making those waters a bit
safer. Listing them would take an endless series of books, but it's
worth your time if I make a start by providing insight into ten of the
Failure to attract attention at the outset dooms many brilliant
campaigns before they have a chance to shine. Envelopes, opening
lines, mail subject lines and first impressions are the gates to your
offer. Open them wide.
Not facing the reality of a direct marketing explosion relegates your
attempt to the ordinary, which means the ignored. Guerrillas say things
to rise above the din, to be noticed and desired in a sea of marketers.
Focusing your message on yourself instead of your prospect will
usually send your effort to oblivion. Prospects care far more about
themselves than they care about you. So talk to them about themselves.
Not knowing precisely who your market is will send you into the wrong
direction. Research into pinpointing that market will be some of the
most valuable time you devote to your direct marketing campaign.
Mailing or telephoning to other than honest prospects wastes your time
and money. If you make your offer to people who don't really have a need
for your offering, they'll be an incredibly tough sale.
Initiating direct response marketing without specific objectives gives
you too hazy a target for bullseyes. Begin by creating the response
method for your prospects so you'll know what your message should say.
Featuring your price before you stress your benefit will be telling
people what they don't want to know yet. First, your job is to make them
want what you are offering, then you can tell them the price.
Concentrating on your price before your offer is wasting a powerful
selling point. Even if your price is the lowest, people care more about
how they'll gain from purchasing. Give your low price at the right time.
Failing to test all that can be tested is a goof-off of the highest order.
Test your price points, opening lines, subject
lines, envelope teaser lines, benefits to stress, contact times and mailing
lists to know the real winners.
Setting the wrong price means you've failed in your testing and your
research. Guerrillas are sensitive to their market and their
competition, testing prices and constantly subjecting them to the litmus
test of profits.
As direct response vehicles become more sophisticated and prolific,
guerrillas have the insight to zero in on the exact people to contact,
so as not to waste time or money on strangers. Successful mailings to
strangers net as high as two percent response rates. Successful mailings
to customers and qualified prospects net up to ten percent. Precision
leads to profits.
Direct Marketing... You Have Come A Long Way Baby!
In the early days before the Internet, direct marketing was a
key advertising method to sell products or services to customers
all over the world.
Running a direct marketing campaign can be a very costly
venture that does not guarantee any success.
How to Trigger a Successful Sale Through the Power of Psychological Triggers
Knowing the subconscious reasons why people buy, and using this
information in a fair and constructive way, will trigger greater sales
response -- often far beyond what you could imagine.
Repetition, The Key To Making More Sales
How often have you purchased a product or service on the
Internet the first time you were exposed to it? Most
marketing experts say that it takes an average of seven
contacts with your prospect before they will buy.
Effective Promotion with the Use of Cold Calls
Cold calls tend to be the least effective form of marketing for consultants. But, if implemented effectively "cold calls" can land you a gig, maybe even your first gig. The trick is to place yourself in the shoes of the prospect on the other end of the line. Anyone can pull it off with a little bit of strategy.