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Direct Marketing and the Human Factor

As I roamed from room to room this morning opening my curtains to another glorious day, I realized that it was going to be another one of “those” days. You know the ones I am talking about, where the mind would rather be sitting on a beach, taking a hike in the mountains or fishing on a cool inland lake instead of where it should be: working on creating an article everyone wants to talk about.

I flipped open my computer screen, took a sip of coffee and looked at the rainy scene out of my window. No inspiration there: although my garden does need a bit of work. Speaking of work, as I scan through my overnight batch of emails something catches my eye.

In an article on The Digital Nirvana guest contributor Julie Sullivan talks about her thoughts on the true meaning of direct marketing. Aha! That is something near and dear to my heart. Thank you Julie!

She wonders why marketers and advertisers only see direct mail as the advertising tool being used to describe what direct marketing is. Not to dismiss the abilities of a good direct mail campaign (I happen to think it is important) but most advertisers shudder at the thought of using direct mail. They would rather spend advertising dollars on other forms of marketing. While I will not go into the benefits of using direct mail here, I will say that marketers need to realize that all advertising effort is, in actuality, direct marketing.

As Julie states, direct marketing really has two main principles:
1. Engage in a one-to-one dialogue with your target audience
2. Require your target audience to take some sort of action-call, click, move, you name it.

Think about that for a moment. It does not matter what form it takes or what mediums are used to advertise a message, ALL advertising is direct marketing. Each message is directed to a targeted audience hoping they will take notice of the offer. Once that happens the advertising goal is to take that call-to-action. Otherwise what is the point of advertising to begin with?

Marketers and advertisers should begin to embrace the idea of direct marketing in all its forms instead of sticking their collective noses up in the air. Sorry guys but study after study proves that people want to be treated as human beings with thoughts, feelings and desires (point one above) instead of being treated as a number on a profit and loss sheet. When a business acknowledges that fact and show it, they have taken that first important step toward the ultimate goal (point two above).

Marketers spend a lot of time and money researching what draws people into noticing an advertisement. Sounds, colors, movement, social values, analytics, jingles, catch phrases et al are tested and reviewed over and over again. If there was no value in attracting the notice of the public (direct) to put across a message (marketing) then why would any organization bother to begin with?

It is time for the advertising world to stop dismissing the idea of direct marketing as something old and past its prime. Instead see it as a time tested method that will always be in demand. Unless and until technology does the thinking and purchasing for us, never forget the human factor.

Direct Marketing to Customers With E-mail

Direct marketing is a way to market directly to customers without using advertising or other types of general promotion that is meant to attract larger groups of people. Instead, the marketing message is sent directly to the potential customers individually. Direct marketing mail is the fliers, postcards and other mail often termed junk mail. Online, junk e-mail, also called spam, is illegal unless the customer signed up to receive the e-mail marketing messages.

E-mail Marketing

The principle of e-mail marketing is just the same as the principle of sending direct snail mail. The messages should be targeted to addresses that are most likely to belong to people who are interested in buying the products. With snail mail, that often means sending out mail to people in specific zip codes. Online, it means sending the marketing messages to people who sign up for the messages.

This targeting makes the messages reach those who you know are interested in the products and who you know are interested in hearing more about them. They are more likely to read the message than someone who has not been targeted for your direct marketing.

Legal Direct Marketing

To keep the direct marketing e-mail messages both legal and targeted, get customer leads by asking people to sign up for your newsletter or sales list. The information sent out with a newsletter is not just informational. It’s also full of targeted marketing messages. A newsletter is direct mail when it combines news that the customer wants with marketing information such as prices and product links.

Inexpensive Marketing

Besides the targeted aspect of marketing, one of the best reasons to use it is because e-mail direct marketing is one of the least expensive methods of sending out marketing messages. Purchasing advertising can be expensive, depending on the size of the ad and where it is placed.

Using direct marketing only costs as much as using an auto-responder, which may be free in some cases. The newsletters or other marketing messages are sent out, with little trouble, all at once and don’t require a lot of time to set up. They can be sent out as often as needed in order to inexpensively send out a high number of messages at once. They can reach many targeted customers instantaneously. With direct marketing e-mail, a sale can be advertised in minutes to the very people who are interested in buying.

Direct Marketing Copywriting – Tips to Explode Your Sales Today

We all know that copywriting is extremely important, but there is a specialized style of writing, called direct marketing copywriting, that is especially effective. If you have not worked to develop your direct marketing copywriting skills, then you need to take just a few moments to read this article. You will soon learn how you can start writing better copy that produces more sales than you ever thought possible.

Direct marketing copywriting involves a few things. One of its most important aspects is that it speaks to a specific market. The general term ‘copywriting’ just refers to writing words that are attempting to make a sale to anybody. But if you are speaking directly to a market that you have knowledge about, you can say so much more. For example, if you were trying to sell golf shoes, would you make more sales by writing copy that is targeted at anyone (golf players and non-golf players alike)? Or do you think that you would be able to make more money by speaking directly to those who are avid golf players? Of course you would make more money writing copy specifically for golf players.

This is something that most people just don’t understand when they sit down to write out a sales page. They need to speak directly to their target audience, directly to the market – hence, direct marketing copywriting.

How Do You Speak Directly To Your Market?
That’s simple – you get inside of their heads. You need to think like a potential customer. You don’t want to write your sales pages so it sounds good to just anyone. You want to write out your sales page so it sounds good to your market. What problems do your potential customers have? What are their likes? What are their dislikes? What have they tried to solve their problems? What works? What doesn’t work?

You should know the answer to all of these questions before you begin writing out your sales letters. Why? Because this knowledge will allow you to speak directly to your market! You can say things like, “If you are like I used to be, you’ve probably tired solution A and solution B, but found that the problem only got worse.” Or you could say something like, “I know that I didn’t want to try solution C because I don’t like to…” See what I’m doing here? I’m using the answers to the questions above to write out something that speaks to my readers.

You can’t just say “I know that you’ve tried everything! Now try this!” because that isn’t specific enough for anyone to connect to. No matter what you think, no one has ever tried every solution to a problem. You need to get specific, so people will read you direct marketing copywriting and say “Yes! I HAVE tried that and it didn’t work for me either!” Now they’re listening – believe me.