By Susan K. Jones
This booklet comprises all of the insights and hand s-on instruments essential to create and execute applications that att ract definitely the right shoppers, flip leads into purchasers and convert one-time revenues into long-term consumers. '
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Additional info for Creative strategy in direct marketing
It also explores ways in which direct marketers can prime themselves to become more creative. Finally, it offers several proven, step-by-step methods of idea generation and applied creativity. By these means anyone can increase his or her potential for creativity in direct marketing. Study the Techniques of the Masters Historians often comment that those who do not learn from the mistakes of the past are destined to repeat them. As direct marketing creative peo- Page 22 ple, we can gain as much by studying the successes of our predecessors as we can from their failures.
2. Direct marketing is interactive. It attempts to set up a cause-and-effect relationship with the prospect, asking for a certain response to a call to action, and fostering a dialogue rather than one-way communication. 3. Direct marketing uses one or more advertising media. In previous generations, direct marketers delivered most of their messages via print advertising, direct mail, and catalogs. Today, additional media such as telephone, television, radio, the Internet, and various on-line services may serve as a direct marketer's conduit to customers.
The folly of many direct marketers is that as soon as they become successful, they move out of the old neighborhood and forget their roots. Market research expert Howard Gordon calls this "confusing yourself with America"coming to Page 28 the delusion that everybody thinks and acts just as you do. The best way to overcome this problem is to develop your empathy quotient. Plunge into situations with people whose race, religion, socioeconomic status, and worldview are very different from your own.
Creative strategy in direct marketing by Susan K. Jones