By Bird D.
As a part of a essentially dependent booklet sequence aimed toward center and senior point company managers, this primary paperback version of a consultant at the beginning released in 1982 demystifies positioning, media (examples included), birthing principles, and different points of direct advertising in a conversational tone. fowl, a veteran British direct marketer who now runs his personal corporation, concludes that it's time for the sector to head complete circle in desire of generalists over experts.
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Additional info for Commonsense Direct and Digital Marketing
The risk is high largely because you don’t control the situation enough. But direct marketing allows you to test how people feel about your product and offer and price. Most businesspeople get ulcers because the level of risk frightens them; they can’t control what’s happening. Being a devout coward, I like the idea of limiting risk. And when Peter Drucker observes that ‘The first objective of marketing is to avoid making a loss’, then I feel confirmed in my judgement. The risks of setting up a business 28 ᔢ Commonsense direct and digital marketing Although I do not feel that the ability to test is necessarily the most important of the Three Graces I cited earlier, I believe the control and predictability testing can give your business activities must be one of the main justifications for direct marketing.
THE THREE GRACES OF DIRECT MARKETING What makes each customer different? Build a continuing relationship What is the purpose of direct marketing? In my view, it is quite simply: to isolate your prospects and customers as individuals and build a continuing relationship with them – to their greater benefit and your greater profit. You can break this down into three parts, which I call the Three Graces of direct marketing. First of all, when you isolate someone as an individual this automatically implies that you discover what differentiates them from other individuals.
You don’t have to get in your car or on the bus and go into town, find the right store, and the right department, and sometimes hunt down an assistant to tell you what you want to know. Many people also resent spending time listening to people talk about things that could be presented to them just as easily in writing. Direct mail in particular is very good at conveying complex information in a structured and easily digestible form – something people often seem unable to do. This is particularly true in business.
Commonsense Direct and Digital Marketing by Bird D.