By Jay Conrad Levinson
Direct response marketing is a lot different from indirect response marketing, although guerrillas like it best when the two are teamed up. The first is geared to obtain orders right here and right now. The second is geared to obtain orders eventually. Although a fair amount of standard, indirect marketing often is necessary to set the stage, to make prospects ready to buy, and to separate your company from strangers, it's when you initiate direct marketing that you first taste blood.
As you well know, we are living in the Age of Information, most of it very easy to obtain. But information is hardly enough for a guerrilla. And information is not insight. It's the combination of information and thought that leads to insight and it's insight that's going to make you a stand-out in the direct response arena.
The first insight for you to absorb is that direct response marketing either works immediately or not at all. Unlike standard marketing which changes attitudes slowly and ultimately leads to a sale if you go about things right, guerrilla direct response marketing changes minds and attitudes instantly and leads to a sale instantly if you go about things right.
When it works, you know it. You don't have to sit around and wonder. You don't have to wait months and months for your message to penetrate the mind of your prospect. Your time-dated direct marketing offer either results in a sale right now -- or it doesn't.
To succeed with direct marketing in any medium, remember always:
Some principles of indirect marketing apply to direct marketing. You must still talk of the prospect, not yourself, and you must make a clear and cogent offer. But from that point on, direct marketing is a whole new ballgame. And its one that you can win with the insights of the guerrilla.
Stupid mistakes in horrid abundance have been made by otherwise bright companies when testing the direct response waters. Fortunately, guerrillas can learn from these blunders, making those waters a bit safer. Listing them would take an endless series of books, but it's worth your time if I make a start by providing insight into ten of the most notable:
As direct response vehicles become more sophisticated and prolific, guerrillas have the insight to zero in on the exact people to contact, so as not to waste time or money on strangers. Successful mailings to strangers net as high as two percent response rates. Successful mailings to customers and qualified prospects net up to ten percent. Precision leads to profits.
About the Author:
Jay Conrad Levinson is the creator of the Guerrilla Marketing series of books - the best selling series of business books in history. He is also responsible for some of the most successful ad campaigns in history, including *the* most successful in history: The Marlboro Man. Jay is responsible for countless small businesses becoming huge household names. Learn how he does this in his latest book: "Guerrilla Marketing for the New Millennium"
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THIS ARTICLE IS REPRODUCED WITH PERMISSION OF THE AUTHOR. The author is not affiliated with KMAnet or Contensive. This article is reproduced for education purposes only.