subject: Six Common Direct Marketing Mistakes People Make [print this page] Despite the introduction of newer methods of marketing, direct marketing still remains to be one of the most effective. Its cheaper than the others, easy to track, provides a high return rate, and is flexible. However, you may not be enjoying these benefits, simply because you commit the following huge mistakes:
1. You do not determine your target market. You cant sell to everyone. There is a select few who have the money, interest, and high level of loyalty. Direct marketing therefore is not just about bringing your business straight to your customers. You have to make sure that they are the right ones. A mail marketing service can already do that for you. They study your market--demographics, interest, and needs, among others--then develop marketing strategies that meet their expectations, wants, budget, and preferences.
2. You avoid knowing what they really want or need. Running a business or even creating a direct marketing is not about you. In fact, it is not about your product. Its all about what your customers or leads want and knowing how you can meet their demands. That is why its recommended that marketing materials stress more on the benefits than on the products features.
3. You assume that your mail has reached your prospects or customers. You have an excellent mail marketing campaign, and yet it still does not work out for you. One culprit could be the failure to send your letters to the recipients. This usually happens when your target customers have moved to different states or even countries. The differences in postal services can sometimes create delivery issues. This is not good since a letter that does not reach its recipient is an investment you can no longer recoup. Worse, your leads may decide to cancel subscriptions if they do not receive your sales materials.
4. You lie. All your direct marketing efforts are in vain if theyre not real in the first place. Even until now, many businesspeople make the mistake of exaggerating features and benefits or coming up with promos and promises they cant really keep. Just let your materials remain simple, easy to understand, and, most of all, honest. If you cant get rid of the flaws, then learn to downplay them by focusing more on the products strengths.
5. You do not personalize. One of the biggest advantages of direct marketing is that you can personalize your messages, and this benefit is something you should take advantage of. Personalization is important if you want to build relationships with your customers. The last thing you want to make them feel is they are simply sources of profit.
6. You hardly keep track. Direct marketing is easy to keep track, more so if you have a mail marketing service working with you. Tracking answers the most basic question you should ask: am I getting my investments real worth?
