What will you learn from this book
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Understanding the Customer: Effective direct marketing starts with a deep understanding of your target audience. Know their needs, desires, and pain points.
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Clarity in Communication: Direct marketing messages should be clear, concise, and easily understood. Avoid unnecessary jargon or complexity.
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Compelling Copy: The power of persuasive and compelling copy is crucial. Craft messages that resonate with your audience and encourage them to take action.
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Testing and Measurement: The importance of testing different elements of your direct marketing campaigns, such as headlines, offers, and visuals, to understand what works best for your audience.
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Segmentation: Tailor your messages to different segments of your audience. Recognize that one size does not fit all, and personalized communication can be more effective.
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Building Trust: Establish and maintain trust with your audience. Trust is a critical factor in any successful marketing campaign.
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Creating Urgency: Encourage immediate action through limited-time offers or other incentives. Urgency can be a powerful motivator for response.
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Multi-Channel Integration: Recognize the importance of integrating various marketing channels for a cohesive and effective campaign.
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Customer Lifetime Value: Understand the lifetime value of your customers. Focus on building long-term relationships rather than just one-time transactions.
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Adaptability: Direct marketing strategies should evolve based on market changes, technological advancements, and shifts in consumer behavior. Be adaptable and open to innovation.
| Language | English |
|---|---|
| ISBN-10 | 0749431210 |
| ISBN-13 | 9780749431211 |
| No of pages | 386 |
| Font Size | Medium |
| Book Publisher | Kogan Page |
| Published Date | 01 Jul 2000 |
About Author
Related Books
For many years, Commonsense Direct Marketing has enjoyed an unrivalled reputation as 'the authoritative textbook', and latterly as 'a definitive mini institute'. The book was first published in 1982, and this new edition upholds the tradition of excellence established in previous editions, with the added bonus of a larger, easy-to-read format. It also includes extensive material on how to use the Internet as a direct marketing tool.
In his characteristic and witty style, Drayton Bird offers a practical yet entertaining guide to the intricacies of direct marketing. Commonsense Direct Marketing is packed with international case studies that show how companies worldwide have implemented the author's ideas, and covers a vast range of strategies necessary for a successful campaign. Amongst the topics examined are:
the role of the marketing department;
how to acquire and keep a customer;
how to achieve objectives and evaluate results;
what you should sell;
how to position product effectively;
how to choose your agency - and how to do without one;
the Internet - the direct marketer's new tool.
Commonsense Direct Marketing is, without doubt, mandatory reading for all sales and marketing managers, advertising executives and students of marketing throughout the world.
Drayton Bird has over 40 years' experience as copywriter, client, creative director and, latterly, as Vice Chairman and Creative Director of the world's largest direct marketing network, Ogilvy and Mather Direct. Today he runs The Drayton Bird Partnership, which handles and advises on direct marketing, and undertakes other marketing activities for clients large and small. He is also the author of two other best-selling books, How to Write Sales Letters that Sell and Marketing Insights and Outrages (both published by Kogan Page). He is an internationally celebrated speaker, having addressed audiences in 35 countries.