Direct Marketing Tip – Research Your Message

Whatever you decide as the goal for your campaign, you need to turn your aspiration into language your market will understand and respond to.

• Research or analyse your existing customers to try and identify what made them buy, or what common features they share.
• Make a list of the features of your offering, and turn each one into a benefit that will appeal to the target audience.
• Look at your competitors, sign up to their databases and see what they mail to you.
• Avoid negative language in your mailing. Use key buzz phrases, but don’t overuse them.