Locating the Reader in a Basement Filled with Mail
OK, I’ll admit it – my basement is practically overflowing with direct mail samples.
And over the last two years, I’ve maxed out three hard drives storing e-mail samples and pdf files.
So why am I hoarding all of these marketing samples?
There’s a reason for my madness – although I’m sure my wife would love for me to throw away all of the boxes of mail that are piled up all over our basement.
You see…I’m not just throwing my mail into a huge pile and leaving it at that. Each promo sample is filed away meticulously…and each pdf file or e-mail on my computer is labeled and easily accessible.
That’s because I believe strongly that research is at least 80% of the game when it comes to creating winning ideas and successful promotions.
You see, in order for me to help successfully market your product or service to your prospect, I’ve got to know what he or she is feeling…what keeps him up at night…what web sites she reads. And – most importantly – I’ve got to know what’s in the mailbox each and every day.
It's not enough to simply read the promos for competitor's products...I also insist on reading promotions from other advertisers who may be renting lists the prospect is on. Because there's no guarantee that your competitor has the prospect properly identified...in fact, in many cases they miss the mark entirely.
You need to know -- with as much confidence as possible -- what your reader's greatest fears are. You've got to understand the type of expressions he uses...and who his heroes may have been. (In other words -- if you're selling to a list of 20- to 30-year-old web developers, chances are references to Mickey Mantle and John F. Kennedy are going to have minimal impact.)
So that’s the reason my mail carrier groans when approaching my house every day – it’s all because I like to get my hands on every single piece of advertising that your prospects are exposed to. In the end, keeping an eye on the competition – and understanding what’s working in your marketplace – is critical to the success of any potential partnership.
