No B.S. Direct Marketing

1. Ditch Traditional Marketing: Embrace Direct Response

Most “ordinary” businesses advertise and market like much bigger brand-name companies, so they spend (waste) a lot of money on image, brand, and presence.

Traditional marketing is a waste. Most businesses mimic big brands, focusing on image and visibility, which is ineffective for small to medium-sized businesses. This approach is like a rabbit trying to act like a lion, which is not only ineffective but also dangerous. Instead, businesses should emulate direct marketers who prioritize immediate, measurable results.

Direct response is about sales. Direct marketing is about salesmanship multiplied in media, focusing on generating immediate, trackable results. It's about spending $1.00 on marketing and getting back $2.00 or $20.00 quickly, with clear accountability. This is in stark contrast to traditional marketing, which often relies on faith and hope.

Focus on your agenda. Big companies have different agendas, such as pleasing stockholders and building brand identity, while your agenda should be simple: sell something now. By focusing on your specific goals, you can avoid wasting resources on strategies that don't directly contribute to your bottom line.

2. Offers That Can't Be Refused: The Core of Direct Marketing

A key distinguishing characteristic of direct marketing and Direct-Response Advertising from all other marketing and advertising is the presentation of a very specific offer or offers.

Offers are essential. Every communication should include a specific offer, whether it's a direct purchase or a lead-generation offer. This is a key difference between direct marketing and traditional advertising, which often lacks a clear call to action. Without an offer, you're just a "professional visitor," not a salesperson.

Two types of offers:

• Direct purchase offers: Request immediate purchase, often with discounts or gifts.
• Lead-generation offers: Request contact information in exchange for free information or resources.

Threshold resistance. Offers range from low-threshold (free information) to high-threshold (free exam). Low-threshold offers are less intimidating and can attract a wider audience, while high-threshold offers are for those ready to buy now. A hybrid approach, combining both, can maximize response.

3. Urgency: The Secret to Immediate Action

There will be a reason to respond right now.

Hesitation is the enemy. People tend to procrastinate, so your marketing must create a sense of urgency. Without it, potential customers will put off responding, and you'll lose sales. Urgency is the key to pulling people past the edge of hesitation.

Creating urgency:

• Limited supply: Offer a limited number of products or services.
• Deadlines: Set clear deadlines for offers and discounts.
• Bonuses: Offer premiums or gifts for immediate action.
• Exclusivity: Create offers available only to a select group.

Structural urgency. Use group dynamics, auctions, or live events to create a sense of competition and immediate action. The goal is to make people feel they will miss out if they don't respond now.

4. Clarity is King: Make Them Obey Orders

You Will Give Clear Instructions.

Confusion kills response. People are generally good at following directions, but they need clear instructions. Confused or uncertain consumers do nothing. Your marketing must be clear about what you want them to do.

Clear instructions:

• Use simple language and avoid jargon.
• Provide step-by-step directions.
• Remove any assumptions about customer knowledge.
• Use clear calls to action, such as "Click This Button to Buy Now."

Order forms. Pay attention to the design and clarity of your order forms. They should be as clear and easy to use as possible. The clearer the marching orders, the happier the customer.

5. Accountability: No More Marketing Freeloaders

There Will Be Tracking, Measurement and Accountability.

Demand performance. Every marketing investment must be tracked, measured, and held accountable for results. There should be no freeloaders or slackers. This is especially important with online and social media, where metrics can be confusing.

Two reasons for accountability:

• Management by objectives: You can't manage what you don't measure.
• Data-driven decisions: You need facts to make good marketing choices.

Tracking response. Collect as much data as possible to determine what's working and what's not. This includes tracking the source of leads, the cost per customer, and the long-term value of customers.

6. Brand Building: A Byproduct, Not a Goal

Only No-Cost Brand-Building.

Don't pay for brand building. Most small businesses can't afford to invest in traditional brand-building. Instead, focus on direct response and let brand recognition be a free byproduct. Buy response, accept brand-building as a bonus.

Brand power is possible. Even mundane products can be branded effectively. Coca-Cola branded water (Dasani), Victoria's Secret branded undergarments, and Omaha Steaks branded steaks.

Unbranded advertising. Sometimes, unbranded advertising can be more effective, especially for lead generation. This approach can create curiosity and interest without being limited by existing brand perceptions.

7. Strong Copy: Shouting the Right Message

There Will Be Strong Copy.

Shouting isn't selling. In a crowded marketplace, you need to grab attention, but you also need a compelling message. Loud but irrelevant is no better than quiet and relevant. Your copy must be sensational and attention-commanding, but also relevant and credible.

Four chief sales copy mistakes:

• Focusing on the company, product, or service instead of the customer.
• Writing factually instead of emotionally.
• Being timid or bland in claims and promises.
• Violating Rules #1 and #2 (no offer, no urgency).

Write like you talk. Your copy should be conversational, enthusiastic, and emotionally appealing. Don't be afraid to make bold claims and promises.

8. Mail-Order Style: The Look of Direct Marketing

It Will Look Like Mail-Order Advertising.

Emulate mail-order ads. Direct marketing revolves around a short list of formats, primarily mail-order ads and sales letters. Ignore all other advertising styles. Classic mail-order ads are typically broken into three sections: headline, product presentation, and offer.

Mail-order formats:

• Classic mail-order ad: Headline, product info, offer.
• Advertorial: Mimics an article.
• Sales letter: A letter from you to the reader.

Swipe files. Collect examples of successful mail-order ads and use them for inspiration. This will help you stay within the box of mail-order ad appearance.

9. Results Rule: Money in the Bank

Results Rule. Period.

Only results matter. No opinions count, not even yours. Only results matter. If it sells, it's good. If it doesn't, it isn't. You must be committed to results, not brand awareness or other "fools' metrics."

Split testing. Use split tests and tests against controls to determine what works best. This will help you make data-driven decisions and optimize your marketing.

Study successful marketers. Pay attention to what successful direct marketers are doing in your industry. They are likely running tests and refining their approach.

10. Discipline: The Direct Marketing Diet

You Will Be a Tough-Minded Disciplinarian and Put Your Business on a Strict Direct Marketing Diet.

Will to win. Business success requires a strong will to win and a willingness to do what is necessary. This includes being thick-skinned, tough-minded, and disciplined.

Direct marketing diet:

• Purge your business of ineffective marketing.
• Create a simple, written marketing plan.
• Get the right tools, such as sales letters and websites.
• Track and measure everything.
• Devote time to learning and improving your marketing.
• Resist distractions and stay focused on your plan.

Be a tough-minded disciplinarian. You must be willing to say "no" to anything that doesn't conform to the rules of direct marketing.

11. The Results Triangle: Message, Market, Media

Every business, past or present, requires these three things to prosper: a Marketing Message, a Media to deliver it, and a Market to receive and respond to it.

Three components of marketing. Every business needs a message, a market, and a media. These three components are interconnected and must work together effectively.

Markets. Identify your ideal customer and target your marketing to them. This includes understanding their needs, interests, and preferences.

Message. Craft a message that speaks directly to your target market. This includes using emotional language, making bold claims, and providing clear instructions.

Media. Choose the right media to deliver your message to your target market. This includes using a variety of channels and testing different approaches.

12. The Dale Carnegie Secret on Steroids: Message-to-Market Match

When you move this to direct marketing, you can inject it with steroids and make it unbelievably powerful.

Personalization is key. People are most interested in themselves and their unique situations. Your marketing should acknowledge this and cater to their specific needs.

Message-to-market match. Tailor your message to specific market segments. This includes using different language, images, and offers for different groups.

Examples of message-to-market match:

• A real estate agent using different postcards for septic contractors, optometrists, and apartment building owners.
• A chiropractor targeting sufferers of chronic pain who are considering surgery.

Competitive advantage. By customizing your marketing, you can gain a significant competitive advantage over businesses that use a one-size-fits-all approach.

Last updated: January 18, 2025