Marketing has one sole purpose -- getting people to take action. It may be to pick up the phone, place an order, or visit a web site. But it is always to move people closer to closing a sale.
That's why everything I do has a response in mind. How am I going to get someone to buy my product? What irresistible offer can I make them? In all the Earth, where will I plant my pick to go prospecting for gold?
William Wrigley said, "Half my adverting is wasted, but I don't know which half." Direct response gives you measurable results so you know where to put your money.
Following are a few examples of direct mail, but that's only the tip of the iceberg. Whether it's an ad, brochure or trade show, before you begin concepting a single communication, think, what promises can I make to close a sale and gain a customer.
