According to Robert C. Hacker in “Direct Marketing Doesn’t Have to Make Sense, It Just Has To MAKE MONEY”, you’ve got 12 to 20 seconds to win over your prospects heart.
And that may be an exaggeration. (I’ve read many places it could be as little as 5-seconds.)
You see, Robert says there are a few things you need to know about your prospect before you decide to start your next marketing campaign.
He lists 3 things straight out:
- They don’t care about you.
- They don’t care about your company.
- They don’t care about your products and services or anything you want to sell them.
Whether this is true or not doesn’t matter.
What matters is: You have to make the safe assumption to begin to craft your message. And to set your plans for attracting new customers.
Without these considerations, you will make a lot of poor assumptions about who your prospect is. And starting with a bad premise is a sure road to disaster.
The premise goes like this: Those who are interested in your product, will read your stuff no matter how bad it is. And those who don’t give a toss, will only read it if you make it hard hitting and peak their interest from the get-go.
The way you attract marginal buyers is to appeal to their self-interest. Remember, they don’t care about you, only what you can do for them.
So… you have to hit them hard with the offer and tell them what they have to do to get it.
The offer and how to get it must be the first and the last thing they see when reading or hearing about your product or service.
Hacker takes this advice further when he says: If you’re not going to make a hard-hitting offer, save your money.
Why is this?
Because, of all the Marketing methods available to you, direct is the only one that’s measurable. If you can’t use an offer, move your budget into advertising or public relations where the lack of tactful, (if any) measurement can hide bad performance.
But beware: if you do this, you WILL be throwing good money after bad.
And that is a sure “road to disaster” for you and your business.
It’s a definite set-up for failure.
You see, direct marketing is the easy cure for a small to medium size business that is willing to run the numbers. (Of course, it will work in any size business, but that’s another story for another day.)
If it’s the numbers that are confusing, I’ll cover some simple equations in my next post.
Until then, if you’re in need of a great second opinion on your marketing, contact me today for your FREE 30-minute, no hassle consultation.
If after the call you decide this isn’t right for you… you don’t have to hire me.
Simple, straight-forward, to the point.
Let’s not waste any more time.
Copywriter/Direct Marketing Consultant