Do-It-Yourself Direct Marketing

As a small business owner, you know the need to communicate with your established customers. After all, they are the ones who drive your business. You also know that generating new customers is a necessity. So you advertise. And because advertising is so spendy, you go to the pros for help. Ad agencies know their prism-clusters from their Arbitrons. They think in VAPs (value added programs) and POP (point of purchase designs. You don't, so you pay them to make sure you are getting the best BFYB (bang for your buck).

Why then do business owners sally forth willy nilly and create their own direct marketing campaigns? What makes direct communications different from traditional advertising? I know, on the surface, direct mail hardly seems complicated. When you survey the contenes of your own mail box, it often times seems down right dumb. However, believe it or not, all of that mail comes form a complex, in-debth school or reason. Those who are in the know reap handsome profits. Those who aren't pay big bills to their graphic design studio, the print shop and to the Post Office. Yes, it is best to use the pros. No questions asked. All of that being said, I know many of you are going to opt to manage your own direct mail campaigns anyway. If that is your desision, heed the basics:

• The mailing lists--ah, the importance of the lists. You can get your lists from a variety of sources. If your business is established, you probably already have an internal list of customers. Your dealers, distributors or sales reps may be willing to provide you with lists of their customers and prospects. You can advertise in newspapers, magazines, radio or television with cupon, response card, telephone, fax or email address requests. Or you can rent lists from the multitudes of list brokers. If a rented list is your choice, look on the Internet for a wealth of sources. Start at the Direct Marketing Associations site: www.the-dma.org.
  
  The lists are the most important part of your campaign. You can have abeautiful package with scintillation copy and unbeatable offer, but if you mail it to the worng audience, it is all for naught. In theory, you should choose your lists even before you begin wirting copy or designing the graphics.
  
  
• The database--this is the hard part for most of us. Yet it is a big-time 'must'. If you already have an internal list of customers, get as much demographic information on your customers as possible. Right down to the eye color, favorite hobby and pizza toppings preferences. Be sure always to log when, what and how much they purchased.
  
  If you are starting a new venture--start right. Ask questions; give customers rewards for filling out forms about themselves. Use Excel, Access or lotus to enter your data, it may be of benefit to buy a bona fide database-management software package.
  
  Your database will become an invaluable tool for you. You can use it to collect like-customers into groups (prism clusters) so you can target your mailings. You will be able to see which mailings pull the best. It will show you who the repeat buyers are. You can then turn these customers into advocates for your products or services. A good database is the heartbeat of profitable direct marketers.
  
  
• The wrappings--take a lesson from the class teaser. Several years ago, Psychology Today sent a mailing. Quietly typed on the outside of the envelpoe were these words, "Do you close the bathroom door when on one else is home?" Did they get a response? You bet they did.
  
  The outside of your envelope is prine selling real estate. Analyze the incoming mail at your office and at home. See wht the rest of the DM (direct marketing) world is doinng. Doew it work? Why? Don't forget the back of the envelope. I am always surprised that more marketers don't make use of this space. After all, if we are to open a letter, we have to look at the back.
  
  One word of caution here--check with the Post Office before you print any envelopes, post cards etc. They have vary strict rules and if you break them, you will be singing the "Return to Sender" blues.
  
  
• The offer/letter--the deal--the quid pro quo--try these: "I'll give you a free trial", "a demo"; "a free issue"; "a free report"; "a video"; "a calculator"; "a sweepstakes prize (if you win)"; "a limited time price...if you complete the enclosed order form" or "tuck the token in the slot and mail today". "No risk!" "No obligation!" "Charge it to your credit card"; "bill it to your company"; "enclose your check with complete assurance that you'll get very nickel back if you're not 100% satisfied."
  
  Hundreds of books have been written about direct marketing. The "Offer" is the meat of most oof them. It is also part of what I will be writing about in a bit more depth next month. For now, simply remember the wise old adage; "sell the sizzle, not the steak."
  
  
• Supporting materials--catalogs, testimonials, product sheets etc. There is just one basic rule here, make them pertinent, pleasing and to the point.
  
  
• Order form--weird science. Always use a "yes box". That's what the big boys say. Oddly enough, they are right. We have proven it over an dover in our tests. Don't ask me why. Oh yes, don't print a check in the bos. Let the customer do that. It is easy interactivity.

Follow-up. How important is follow-up? About as important and your next pay check and the one after that, and the one after that, ad infinitum.