What direct marketing teaches us

If you are not familiar with direct marketing then check out my clarification of it here: lutham.com/blog/clear-direct-marketing.

In direct marketing there is no waste of space. Every line is utilized. Remember that when you are tempted to leave valuable space unoccupied.

Cut out the fluff, cut out all the filler words. Who cares if your ad is shorter?? “Twice as big of an ad always sell twice as much”. That’s true. But only if the larger space is utilized as well as the smaller space.

Direct marketing always contains a coupon. That is there to get some action from the reader.

Direct marketers know that readers forget. They are scrolling through the internet. They may be absorbed in a story. A large percentage of people who read an ad and decide to act will forget that decision in five minutes. The direct marketer knows that waste by tests, and he does not propose to accept it. So he insists the reader to act. Even if it’s just a subscribe to our newsletter.

In direct marketing the pictures are always to the point. They are salesmen in themselves. Don’t use useless pictures, merely to decorate or interest.

In direct marketing every feature, every word and picture teaches advertising at its best. You may not like them. You may say they are unattractive, crowded, hard to read – anything you will. But the test of results has proved those ads the best salesmen those lines have yet discovered. And they certainly pay…

We can make keyed comparisons, one ad with another. Whenever we do we invariably find that the nearer we get to proved direct marketing principles the more customers we get for our money.

Direct marketing is the only way to succeed. Now it is more apparent than ever.

If you want to know the 6 most important principles of direct marketing, check out my free guide.