This document discusses the cardinal principles of direct marketing success. It begins by stating there are no "always" rules in direct marketing, but there are many "almost always" principles that are often counterintuitive. It then outlines 8 cardinal principles: 1) Establish a clear and simple objective, 2) Make the right offer to the right audience at the right time, 3) Write copy that shows what the product will do for the prospect, 4) Ensure a positive customer experience, 5) Think in terms of ongoing campaigns rather than one-time promotions, 6) Ensure promotions fit the unique selling proposition, audience and product, 7) Conduct research and testing to inform tactics, and 8) Focus on lifetime customer value.
35. On the job it takes years, with us it takes just 3 days.
Attend DMA’s most popular seminar:
The Direct Marketing Institute*
Beth Smith, Creator and Educational Director
§ Direct Marketing’s Cardinal
Principles
§ Digital Marketing Done Right
§ Direct Mail in a Digital World
§ Lists, Data-driven Marketing,
and Retention Strategies
§ Graphics & Design for
Response in All Media
§ Offers & Propositions that Melt
Away Inertia
§ Creative and Copywriting that
Sells
§ Research & Testing to Learn
Faster than Your Competitors
§ Multichannel Marketing: Synergy
and media selection, overview of
DRTV, Display Ads (digital and
print), Social Media
§ Catalog Marketing – Print and
Digital
*Private in-company customized sessions also available in 1, 2 or 3-day versions.
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DMA Direct Marketing Institute
Or contact Beth Smith: beth@DirectMarketingSmarts.com