Chapter 13

Going Direct with Your Marketing

In This Chapter

arrow Making your direct marketing better than the pack

arrow Designing effective direct-response advertisements

arrow Using direct mail and mail plus e-marketing options

arrow Setting up a call center to service your direct customers

arrow Engaging in telemarketing to pump up sales

Doing direct marketing is easy, but doing it well is difficult. You have to master it to the degree that you can beat the odds and get higher-than-average response rates. I share multiple ways to achieve this goal in this chapter as I help you review the varied problems and practices of direct marketing. This chapter focuses on conventional media: print ads, conventional mail (versus e-mail — that’s covered in Chapter 10), and the telephone. These media can all be integrated with (or sometimes replaced with) web-based marketing, which I fill you in on in Chapter 10.

Beating the Odds with Direct Marketing

Direct marketing, relationship marketing, one-to-one marketing, and ...

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