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- Response devices are not optional!
Response devices are not optional!
- By Cisco Adler
- Published 04/30/2008
- Response Strategies
- Unrated
It's a proven fact, the more ways to give someone the opportunity to respond the better. Let them call (toll free) drop a return response card in the mail, visit a Personal URL, drop it in a fishbowl in your restaurant, whatever!
The key is that you waste money everytime a piece is sent without a strong incentive to respond and a clear and simple response device. One formula I've developed is this:
Your response rate is controlled by these things:
1. Your list
2. Your product or service
3. Your message
4. Your design
5. Your frequency
6. Ease of response
7. Your testing and refinement process
When all of these things are inline, direct marketers can experience the significant rates of return that make for highly profitable programs. Each one that is missed represents lost money and opportunity.
Always make it easy to respond - no matter what it takes. And if they call, never, ever let them reach voice mail or automated systems. If they do, you'll probably never hear from them again.
Here's the simplest type: Click here if you are interested in learning more about how to improve your direct marketing!
The key is that you waste money everytime a piece is sent without a strong incentive to respond and a clear and simple response device. One formula I've developed is this:
Your response rate is controlled by these things:
1. Your list
2. Your product or service
3. Your message
4. Your design
5. Your frequency
6. Ease of response
7. Your testing and refinement process
When all of these things are inline, direct marketers can experience the significant rates of return that make for highly profitable programs. Each one that is missed represents lost money and opportunity.
Always make it easy to respond - no matter what it takes. And if they call, never, ever let them reach voice mail or automated systems. If they do, you'll probably never hear from them again.
Here's the simplest type: Click here if you are interested in learning more about how to improve your direct marketing!
Cisco Adler
If so, call me. I integrate dynamic offline messaging and design and a trackable online response system to achieve higher response rates and build better customer relationships in less time.
Here's a little about my background:
An accomplished marketing strategist, designer, and photographer, Cisco has over 15 years of experience in developing and creating unique communications solutions.
Recently, he served as Vice President for Marketing and Communications at Belmont Abbey College, just outside of Charlotte, NC. Cisco was responsible for redesigning, redeveloping and repositioning the College’s identity and served as one of seven advisors on the President’s Executive Cabinet.
He has served as Vice President of Marketing for the legendary fitness company, York Barbell, where he was responsible for all product development and design including: product function, aesthetic attributes, retail packaging, and presentation of new products to business customers.
Cisco also designed and patented private label programs, such as a state-of-the-art fitness equipment merchandising system for Dick’s Sporting Goods.
Cisco is also an award-winning, photographer, ranked one of the top three in a seven-state region. He has been contracted by the AP, The New York Times, The Washington Post, and numerous other publications.
Turbocharge your direct marketing response by contacting Cisco at http://ExtremeDirectMarketing.com or by emailing Cisco@AdlerDirect.com or calling 704-248-7622
Shaq and Cisco during a photo shoot at the player's home. Still one of my favorite photos!
View all articles by Cisco Adler