Referral systems can be beneficial in some industries but not all. The best way to find out if it works for our industry is to simply test it (I stress frequently testing programs rather than ruling them out). The best way to test this is to ask for 1 to 2 names from your customers who have recently purchased your product (they will be the most happy) and leave it at that.
Monthly Archives: January 2010
An offer is a reason to act. Focus on the offer first rather than the design of the direct mail piece. The offer needs to be clear and a focal point on the mailer. If there is any call to action, make sure that it is easy to find visually. An offer is like bait for our customers to hook them. Offers that are successful are: Continue reading
If it doesn’t sell – it isn’t creative
First develop a creative brief. A creative brief is a report detailing out:
- Target Audience
- Product Positioning Statement
Good creative briefs help everyone. A creative brief will show the 3 major benefits that matter to customers (the way customers think, act and feel from the product). Historical results should be in a creative brief if it is a similar product that has been done before. Characteristics of what the customers want and need to change should be included in the creative brief.
Science tells us that large purchases are made with 80% emotions and 20% Continue reading