RULE #16
Apply segmentation across all target audiences.
One size does not fit all. For example, Hispanics are not a single uniform market. Culturally diverse and not always Spanish speaking, the Hispanic market embraces Cubans, Mexicans, Central Americans, Puerto Ricans and South Americans. There are deep variations in income, education, age and acculturation, from immigrant through third-generation American. Do include Spanish versions, but be careful. English translated directly to Spanish without cultural nuance, often turns offensive, silly or meaningless.
RULE #17
Assist your affiliate network for stronger results.
Affiliate programs are a powerful tool to leverage sales. However, as with any sales effort, they need the support of your organization to be successful. Follow the basics to ensure affiliate success:
- Provide as near to real-time results as possible
- Provide new and exciting promotional ideas and creative
- Provide high quality, responsive support
- Provide compensation that is at, or above, market rates
Make it easy for your affiliates to be successful and you will reap the benefits of stronger results.
RULE #18
Get to the point.
Writers often build their content to a climatic ending. That’s great for mystery novels, but not for direct marketing! Your print and email communications have just a few seconds to get the reader’s attention, so you must:
- Arouse curiosity
- State the offer up front (especially if FREE)
- Lead with an amazing fact or statistic
- Ask an intriguing question
- Create urgency for action
RULE #19
Relevance is the key.
Creating successful advertising for both online or offline always hinges on a lot more than just great creative. Even if your ad is boring and ugly, it still might outperform a high-budget clever ad that is not relevant to the target market. For better results, use direct marketing best practices – proven to increase performance:
- Target the right audience with message and ad placement
- State the product benefits
- Don’t be afraid to SELL
- Present an irresistible offer, discount or incentive
- Deliver a call to action
- Tell them how to get your product NOW
- Build in measurement to track results
RULE #20
Mention the product name at least three times each minute.
With direct response, our goal is to use the product or brand name three times in the first 30 seconds. There’s power in the brand name. Accompany the message with a strong call to action, and response mechanism such as a URL or phone number. If it’s DRTV, present the call to action both visually and verbally with voice over. Keep the number or URL in view for twice the amount of time it takes to read it. The announcer should state the number or URL a minimum of two times.
