May 11
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A Marketing Campaign Primer
Most direct marketing is centered around a campaign. A campaign is a singly-focused product that is being promoted to a specific audience.
The first step is to find a market. That means you don’t start with a product and then try to find people to sell to. It might work, but is often a recipe for disaster.
A better method is to find a hungry, cash-laden crowd who are passionate about what they do, and then find out what they want – and give it to them. In other words, produce a product that meets the current demands of a particular market.
Operating this way saves a lot of hand-wringing, guesswork and finger-crossing, hoping that you’ve stumbled upon the perfect product. You’ll know ahead of time you’ve got something people want. Then you can concentrate all your efforts on selling it.
Most products will solve a problem that people have. The solution you come up with needs to be believable, must actually do what it says it will do, and should do it with some level of ease. People rarely want more complications or time-consuming things in their life. They want simple, easy and fast solutions.
The best products for direct response are info products.
Why are info products such great products for direct marketing?
- They are easy to create
- They can be adapted to many different formats for low-end to high-end products
- They are extremely cheap to produce
- Concept to finished product times are very fast
- They have a high perceived value
- They require little or no manufacturing or inventory
- They have a high profit margin
- There is a huge market for them
If you are just starting out, choosing something you know a lot about will make it easier to create the product and to sell it, since you will have the same passion and mindset of your target customer.
As you expand in to other areas where you have less (or no) knowledge, always look for an existing, lucrative market first, then learn everything you can about the market and you should get plenty ideas for solutions to problems.
Products and sales copy will naturally flow out of these ideas, and you’ll quickly be on your way to creating an effective — and profitable — direct marketing campaign.
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