What is Direct Marketing and Why Should You Care?

Today’s Renegade Marketing Letter is really designed to help you make a choice. Read the information below carefully and don’t miss the 5 Tips at the end of this letter.

First, just a quick note: Should you continue on your current strategy and path to increase sales and profits or should you consider creating a new “road map” that will take you on a different route than the average business?

It’s your choice. You decide. You can take control. Keep reading.

If you are getting measurable results that are meeting or exceeding your business goals from your current marketing, advertising and sales plan then you really ought to stick to it.

But, if the questions that follow below “strike a chord” with you, then it’s time to take control and start getting the results you deserve from your investment of time, energy and money in your business. If you decide that being “average” won’t cut it anymore and you are ready to take control of your marketing, advertising and sales processes then be sure to watch your email tomorrow for details about the one day intensive Marketing and Sales workshop in Charlotte County, Florida slated for June 23rd - it won't be for the "faint of heart" or any business content with just "getting by" in the "new economy".

The space will be limited (likely to just 30 or so people) so take a couple minutes to see if it will be a good fit for you and your business – details tomorrow.

Now ask yourself the following questions:

Do you ever go to work in the morning and wonder if your advertising and marketing is actually working?

Do you find yourself trying the next “shiny object” that comes along in hopes that it will be the “big solution”?

Have you ever bought an ad because there was a special deal or because the "ad rep" called you at the last minute and said you were going to miss the deadline?

Have you ever pursued a new marketing or advertising “avenue” just because your competitors were doing it?

Have you ever spent money on marketing “stuff” because you thought you had to "keep your name out there"?

If you answered yes to any of these questions you are not alone.

Every day thousands of businesses make advertising and marketing decisions based on emotion - usually fear.

One fear is that if you don't do something your competitors might win.

Another fear is that if you don't get new customers right now your business will continue to have little or no profit at all.

Finally, there is a fear of doing nothing at all and solving it by doing "something" even if you don't know if it is effective at all.

Direct Marketing removes the fear and uncertainty from all of your marketing and advertising.

Before we define what Direct Marketing is let's talk about what it isn't:

Direct Marketing is not spending loads of money on advertising and marketing and "hoping" it will work.

Direct Marketing is not about creating "pretty" logos, brochures and other marketing items with literally no plan as to how they will be used to increase your bottom line.

Direct Marketing is not about spending thousands of dollars with a "branding" expert and hoping people might buy from you.

Direct Marketing is not a random process of buying from every "ad rep" or "media marketing expert" that comes through your door.

Direct Marketing is not about consistently "getting your name out there" along with all of the other businesses and crossing your fingers that it might work.

Now, let's define what Direct Marketing is:
Direct Marketing is about defining your specific market(s).

Direct Marketing is about creating specific offers for your specific markets.

Direct Marketing is always measurable.

Direct Marketing allows you to know if you are winning or losing when you invest your marketing dollars.

Direct Marketing is using a variety of tools and techniques to reach your target audience.

Direct Marketing scares some "media ad reps" because it holds their media accountable for results.

Direct Marketing allows you to test your marketing and make changes to get the best bottom line results.

Direct Marketing lets you see exactly what your ROI (return on investment) is with every dollar you spend.

Direct Marketing is the tool that can and will explode your sales and profits when used consistently and properly.

Direct Marketing is a sales and marketing SYSTEM that is continually tuned and refined to produce the maximum results in the most efficient and cost effective manner.

Here are 5 "tips" that can save you thousands of wasted advertising and marketing dollars and immediately increase your bottom line.

1.) If you don't know if a certain kind of advertising is working (making you more sales and profits) then stop it immediately. You would be better off using that money as a client or employee incentive or letting it increase your profits (or decrease your losses) than simply "throwing it into the wind".

2.) If you can't measure it, don't spend it. Even if you are presented with what looks like the best "advertising deal ever", don't buy it until you know that the results can be measured (good or bad). Spending money on advertising with no goal or measurement is like putting the family in the car for a vacation with no destination and just starting to drive and hope it works out OK.

3.) Take charge of your marketing now. Do not rely on the "expertise" of your local "ad reps" or "media marketing professionals" to make your business successful. Most work on a commission and quite frankly have no idea how to increase your profits. The more you spend the more they make - regardless of the results.

4.) Fire your "Ad Agency" if they continue to run "image" ads that produce little if any measurable results. If they insist they are "branding" you and that the sales and profits will come later then don't walk away from them - run!

5.) Take a hard look at your current customer and client list. Remember the 80/20 rule. Take care of that top 20% of customers and clients. Spend 80% of your time and resources marketing and selling to this group - not the other way around.

"Direct Marketing is a systemized process of creating and using specific messages and offers and presenting them to specific targeted markets and audiences with a specific "call to action" and using marketing tools and techniques that are the most effective and give you the ability to measure the results".

97% of businesses won’t take the time or effort to really take control of their marketing and sales systems. In the “new economy” this lack of attention and control can be fatal to any business. Set your goals, make your plan, create your “roadmap” and take action now.