RULE #21
Use power motivators to heighten response.
When appropriate for the audience and the medium, power motivators - fear, greed, guilt, exclusivity, desire for happiness - can heighten response. For example, "10 Foods You Should Never Eat" elicits fear. If you see this message on a mailer, it’s likely you will open it to find out the answer.
RULE #22
Integrate campaigns across multiple media with landing pages.
Where possible, use general URLs (GURLs) or personalized URLs (PURLs) in your online and offline marketing communications. Use of landing pages allows you to:
- Integrate campaigns across multiple channels
- Funnel response into a single data repository
- Track, measure and analyze results
RULE #23
Prepare for test-and-roll-out success.
A call to action that generates an inquiry vs. a call to action that generates a sale can strain back-end operations. Factor in important variables such as additional training for inbound sales agents to handle increased sales volume impact. If you have concerns, stagger direct mail drops over longer time frames to ensure your call center and sales staff can manage the volume.
RULE #24
Always remember WIIFM.
Your audience wants to know, “What's in it for me” every time they encounter your brand or advertising. Tell them about the benefits, not just about the features and functions.
RULE #25
Two factors drive DR Broadcast.
1) The responsiveness of the commercial, and 2) the quality of the media buy.
Maximize response with a strong, well-presented offer. Couple that with a well-negotiated media buy. Track each spot aired and determine which day part and creative get the best response. Modify the buy as needed to maintain your overall CPI or CPS. Renegotiate your media costs or improve the responsiveness of the commercial if the campaign fails to meet goal.
