Stay in tune with the things that are working for other people. That will show you exactly which mail-order products will sell - and which ones won't. Keep swipe files, and study other ads to figure out what's working and what's not.
When most people look at ads and sales letters, they are very passive. They even have a name for direct mail that you might have used a time or two in your life: "JUNK MAIL." If you get the right offer to the right person through the right kind of media, then it's not junk mail. It may be junk to some people, but to other people it's a treasure.
For the marketer, all direct mail is valuable. It can be used as models to develop and create their own valuable sales message material. You can lift ideas and concepts from it. You can gather new information.
There is a different mind set that is key. Ideas are everywhere, and you can borrow them from all sorts of different direct mail ads and sales letters.
Decide you are going to think about this differently than most people do. You are going to be serious about the business. You are going to study these things, not just read about them.
One of the worst mistakes you can make is to simply read direct mail ads in the hope that you will gain some sort of superficial knowledge from it. You should study the ads others are using and see how you can incorporate the ideas yourself.
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