There is a certain mindset in direct marketing folks.If a media can’t be used with these ten rules applied to it, my advice is: skip it.It will come from young people on your staff or in agencies spending your money, not theirs, unable if pressed to prove profitable return on investment from their chosen media and made-up metrics. You will be told that no old rules-the time-tested, time-proven ones-apply to new media like Facebook or Snapchat or etc., etc., but be certain to take into account who makes that argument.
You Will Be a Tough-Minded Disciplinarian and Put Your Business on a Strict Direct Marketing Diet. It Will Look Like Mail-Order Advertising. There Will Be Tracking, Measurement, and Accountability. There Will Be a Reason to Respond Right Now. There Will Always Be an Offer or Offer(s). But for now, sticking to them as a rigid diet will work: They are simplistic and dogmatic, and there are reasons to violate them in certain situations. From now on, every ad you run, every flier you distribute, every postcard or letter you mail, every website you put up, every/anything you do to advertise or market your business must adhere to these rules. Consequently, he’s often grumpy and unhappy about things he shouldn’t be, but also wasting money he needn’t be. If you try to get a business owner to accurately tell you where his customers and sales come from, what it costs to get a customer from source A or source B, what results specifically come from this ad or that one, he can’t. Look good and appropriate to Wall Street. DAN KENNEDY TORRENT ZIP
Please/appease its board of directors (most of whom know zip about advertising and marketing but have lots of opinions). Big Company’s Agenda for Advertising and Marketing:. Chapter 1. The Big Switch: Why Direct Marketing for NON-Direct Marketing Businesses? In truth, they merely move the same bad advertising and flawed marketing from one place to another. Many people think, falsely, that by using new media they are doing a new kind of marketing. If you study them at all, you must time travel to examine what they did in their journey from start to small and ultimately to big, not what they do now. Big companies have different objectives, agendas, and constituencies to satisfy, and CEO egos to salve, as well as different resources and depth of resources than you do. Just about everything you see big businesses doing is wrong for you-if you run a small business, a private practice, a service enterprise, or even a midsize, growth company. This summary is basically a bunch of notes and lessons paraphrased or quoted directly from the book and does not contain my own thoughts. Direct Marketing by Dan Kennedy is meant to be concise, reminding me of high-level concepts and not trying to recreate the whole book. The 10 rules Kennedy presents should be applied by every business. If you’re having problems with your marketing, this book will help you understand where you’re getting it wrong. 
This could really impact your lead numbers. I really liked the concept of threshold resistance and why you should think about this when it comes to the front end of your marketing system. He then goes on to outline 10 rules that businesses should follow to switch to this approach. Kennedy presents many good arguments on why small businesses should adopt direct marketing to get customers instead of copying what big companies do.
Direct Marketing by Dan Kennedy is an introductory book on the principles of direct response marketing and advertising.
0 kommentar(er)
