9 Direct Marketing ideas to create UX that sells
In 2005 I had the privilege of attending a three day workshop by the D.M.A. (Direct Marketing Association). I recently dug up my notes for a project I’m working on and came across this great list I had put together based on that workshop. The list is still applicable today as I design UX that sells:
- Multiple offers in one promotion equals lesser sales.
- Direct marketing leads the customer to take an action. Advertising is solely for building brand awareness.
- Broad based media like TV, Radio and Print are best used to find new customers.
- 40/40/20 rule: Direct marketing success depends on 40% on reaching the right audience, 40% on the offer or promotion and only 20% on the creative execution.
- Features are all about the product. Benefits are all about the customer. Benefits are more likely to sell the customer.
- The direct marketing industry is highly prone to mistakes. Expect to make a lot of mistakes.
- Find out what products your customers want to buy and make those, rather then developing a product and then try to find a market for it.
- Average creative can sell a great offer.
- Testing equals what, research answers why.
