The Elements of Direct

Marketing
Statement of Objectives
The List
The Envelope
The Covering Letter
The Omnipotent Offer (Brochure)
Testing
Tracking
The Follow-up

To Succeed with D M in any

Medium, remember always:
Your offer has to be omnipotent.
Saying the right thing to wrong
people results in No Sale.
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 you
offer benefits them.
contd.

 Carefully planning every Rupee of your

campaign for maximum profits requires
as much creativity as your message.
The more that people have been exposed
to your other marketing, the more readily
theyll accept what you offer with your
DM.

7 Secrets of Getting Results

in DM

Your List is the First &

Foremost
Your mailing list is essential to your
success.With Direct Marketing youre
given the opportunity to use laser-beam
pinpoint accuracy to specifically target
your message.

 Get your letter Opened and

most importantly, Read.
Make your envelope look like
personal correspondence. This alone will
help you get better response.

 Letter Means Action

You need an action device, and thats what
a letter gives. Take advantage of the
great benefit DM has personalized,
intimate, conversations

 No Offer = No Response
Without an offer, your letter is doomed.
Youve got to tell people exactly what next
step they should take, and if you dont
your mailing has failed.
The best offer should be irresistible.
If you offer something FREE this works
best.

cont.

 Continuous Mailings
Create a plan for multiple mailings
(contacts).
People move in and out of different needs
and wants as they go through changes in
their lives

 Testing
With DM you have the precision to test any
offer on a small group before mailing on
a massive scale.

 Tracking
Each letter campaign you send out gives
the ability to precisely track your return
on investment is. This way you know to
the last pie if your marketing is not.