By Alan Graner
The following is from Winning Direct Response Advertising: How to recognize it, evaluate it, inspire it, create it by Joan Throckmorton (1986). It’s available from Amazon.com and other bookstores.
Disclosure: we are not affiliated with any bookstores and don’t get a dime for recommending books. We should. But we don’t.
The 5 premises
1. As direct marketers you’re not here primarily to make a sale; you’re here to get a customer.
To capture yourself a customer (or prospect) you have to capture customer data in the computer. This enables you to build a relationship based on a growing knowledge of the customer and his/her habits.
2. Set up a positive dialog with your customers via direct response techniques.
Through this dialog you constantly test and measure to determine what “pleases” or appeals to the customer.
If you want to keep your customers buying, ask them what they want. Listen to customers and they will tell you, as long as marketers test carefully and scientifically. Test only one thing at a time.
Test in quantities or numbers of customers that are statistically valid and can therefore be projected.
3. Customer service is an important aspect of your business.
Properly treated, the customer will continue to tell you reliably not only what to sell, but when to sell, how much to sell, the best offer to use.
In addition to this history, a well-run operation will record when an order was received, when it was shipped, how it was shipped, when and how it was billed and paid for. This is known as fulfillment, and it includes customer service.
4. When you listen to the customer first, you can make money with considerable confidence.
Your computers can take customer information and tell you not only where we are but also where you can logically expect to be over the years ahead.
5. Nothing must destroy your credibility with the customer.
The customer takes you very seriously. The customer listens to you. The customer remembers.
A final word
Whatever you say, however you say it, however you present it, first ask, “Does this make sense to the customer?”
Alan Graner is Chief Creative Officer at Daly-Swartz Public Relations. He had a direct response once. From the IRS. For a direct response to your PR needs, email Jeffrey Swartz at firstname.lastname@example.org