Direct mail, direct marketing, internet marketing roadmap

10- Point Roadmap to Maximum Response

When your objectives are to generate measurable, trackable leads - or to sell direct - we use these specific proven-effective response techniques:

A.		The Right STRATEGIC DIRECTION:
	1.	Why should they buy yours? About 90% of ads, mailers, and web sites don't adequately answer this question - because most say the same things that competitors say.
	2.	Why do your best customers buy from you? Most companies believe they know why their customers buy -- but many are surprised when they discover what's really important to their audience.
	3.	What is the value of each customer to you? When you know what each new customer is worth to you, we can then determine how much we can afford to spend to attract new ones.
	4.	What will attract the attention of this particular target audience? We want a specific, benefit-focused positioning that answers the question, "What's in it for me?"
	5.	How can we get the target to take action? The offer needs to motivate YOUR audience - but it's too often an afterthought. Offers need to be "merchandised" so they sound irresistible.
B.		CREATIVE THAT SELLS:
	1.	Clear, direct, specific, benefit-laden headlines We don't guess at HEADLINES - we know which words are more effective (because everything in Direct-Response is so easily testable)
	2.	Remind-of-pain or hint-of-pleasure "lead" that grabs What's the most important test of the beginning of your ad or sales letter? The first few sentences determine whether you'll get the response or not!
	3.	Copy follows the Sales Process When generating leads or selling direct, you're SELLING. Follow the same steps you'd use to sell in person or by phone (and use the same words!)
	4.	Every word is there for a specific reason We understand the nuances of every word (e.g., "if" versus "when") based on TESTED, PROVEN FACTS - not opinions or "agency philosophy".
	5.	Effective design follows the way the eye works About 99% of designers have no idea how the eye views an ad. You only have 3 chances to attract the viewer - otherwise, you've wasted your money.

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"In my 15 years in the direct mail industry, I've worked with dozens of copywriters and self-proclaimed direct mail 'gurus'. Karen knows more about direct mail than anyone else I've ever run into. If you're looking for someone that really understands what it takes to make your direct mail campaign a success, Karen has the right stuff."
Ruben Leon, Spectrum Data