No B.S. Direct Marketing for Non-Direct Marketing Business
I’ve heard the name Dan Kennedy before, but wasn’t too familiar with what he was all about before reading a book recommended by an author I followed. This was my first introduction to the idea of Marketing and I walk away seeing how important it really is when deciding to go on the entrepreneurial path.
A few key concepts taken from such an informative book-
1. What is Direct Marketing?
Marketing is simply a form of advertising, getting your prospective customers to notice what services and/or offers your promoting that could be of service. Direct Marketing is communicating to customers directly with specific techniques that allow a “call to action,” directing the customers exactly what you want him/her to do next, how and when as effectively as possible.
2. Three Core Concepts
Three things when directing a marketing campaign to potential customers is Message, Market and Media:
Who are you trying to appeal to, resonate with, attract = Market
What are you communicating to let your customer know what you’re about and offering? Are your services about Taxes, Entertainment, and Football = Message
Media is how you’re getting the message out to the market (people you’re trying to appeal to). Whether it’s through television, internet, catalog, brochures, newspaper, what vehicle are you using to get it to the people?
3. Take Action Now!
With Direct Marketing, it’s about getting the customer to take action immediately. You want your customer to feel so compelled to “act now.” To take action right after reading the particular advertisement and what it was communicating.
Big companies way of advertising is about branding, image, appeasing stockholders, winning awards for advertising. Direct Marketing isn’t about traditional advertising, but about selling something and making a profit now.
5. Direct Marketing is Key
Being good enough in your area of expertise isn’t going to make you the millions we all hoped it would. Being successful involves Marketing and tons of it. In essence it’s advertising directly to your market, offering tons of values while letting them know exactly what you’re about. The goal is to form a continuous relationship with your customers that continues and keeps them coming back and referring others.
There was so much packed in such a tiny book, I’m sure they’ll be many more direct marketing books that follow after this. The value direct marketing adds to any business is simply immeasurable and allows for great flexibility with extraordinary results.