Key Definitions

The keys to great Direct Marketing are:

• Do your homework before trying to develop a message – understand what your customers really want
• Clearly articulate the message using the Marketing Equation
• Deliver the message via the most effective channels for your type of business

What marketing is supposed to do:

1. Capture the attention of the target market
2. Facilitate the prospect's information gathering and decision making process
3. Lower the risk of taking the next step in the sales cycle

Hot Buttons

Hot buttons are words or phrases that describe critical decision making points in the buying process. For example, when selecting a daycare center for your children some of your hot buttons might be: safety, teacher to child ratio, price, location, and reputation.

Platitudes

Platitudes are words or phrases that are overly commonplace and predictable, and lack power to evoke interest due to overuse and repetition. Nevertheless platitudes are stated as though they were original or significant. Does your marketing use platitudes like:

Inside Reality & Outside Perception

Inside Reality

Your inside reality is the actual value you bring to the market place. This is based on your products or services, your quality, your people, your systems, etc. A good inside reality can be developed by anticipating customer wants and needs and innovating your business to meet them.

Outside Perception

Outside Perception is the way your company is viewed by prospective customers. This is based on any communication you have with them. Advertising, marketing, and sales efforts all form your company's Outside Perception.