Magic Numbers Of Direct Marketing
As well as in the majority of sciences there are also a lot of magic numbers in direct marketing. Here is the list of some “numbers” which will force marketing of the direct response to work on you.
Direct marketing works! Why? It works because it is personal. It delivers the message to the addressee, answers questions and receives orders. Direct marketing works because it is “conversation in written form”. It works because the majority of people with impatience expect personal contact!
So if marketing of the direct response is so effective we can effectively use it to keep and develop business and to find the new.
Magic 60 – 30 – 10
60 % of success of your campaign of direct marketing consist in confidence of that your message is delivered to the person who can buy your goods.
The 30 % is from success of your direct-marketing. What is the offer? It is an occasion to your potential client to deal with you. It is an appeal to action. It induces audience to raise a hand having shown readiness for dialogue with you and it is the basis for the answer.
10 % is creative thing. It is also very important. And though it is the most pleasant part of marketing but without accurately creative thing you have few chances of a victory.
Now, when you have accurately defined your market and have collected together the information on interest of consumers, – how you will force addressees to read, hear, see, understand your direct-marketing message and to operate in compliance with an appeal?
Some even more “magic” numbers are:
Happy 13
Write the message as level of reading of the teenager of 13-years. Television news, morning papers and the most part our dialogue occurs at level of reading of 13-year-old.
Magic 11
In the first paragraph use 11 words or less! Yes, I have told – in the paragraph! Why? Because, opening the text quickly readable introduction you induce the reader to read the full message. Do your letters, your brochures, advertizing press very easy. And the short initiative will help you.
Magic 14
All your offers should consist on the average of 14 words or less.
Magic 7
Use words from 7 letters or less. Approximately 70 % of all words in your letter should consist of 7 letters or less.
Why? Because they are easy for reading – so it is easy to understand. Your message will “be quickly absorbed”.
Let in all your paragraphs will be no more than 7 lines. And never more than 7! And sometimes only 1 or 2 lines, i.e., paragraphs should be short.
Postscript (P.S.) is obligatory in each direct-marketing letter. Because four from five of your readers will read a postscript before they have read something else in your letter.
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