Sometimes Simple Works

Last Updated on Sunday, 15 November 2009 02:55 Written by Kevin Sunday, 3 May 2009 03:33

We often get overwhelmed by the need to do really fancy stuff. In some sectors, like retail and fashion, a big WOW factor is critical, as Rafi Albo has shown us. But the key emotional factor that makes us take action or buy something can be generated in many ways.

For example, David Frey introduces this amazing case study. Here, a rather plain-looking direct mail letter and discount card did the trick. It has a good story line and real down-to-earth appeal. It is the right kind of message to the right audience. It likely wouldn’t work in all industry sectors, but it certainly did in this example, giving a huge ROI. Just figure out WHY it worked, and you’ll discover some of the hidden secrets to successful small business marketing.

It proves again that direct response marketing is a specialist arena, with special skills. This is perhaps why traditional creative agencies often struggle to get their small or home business clients good mailer response rates – Good marketing is much more than just an advertising pitch and fancy graphics. It’s not a branding exercise. We just want people to do something – To respond to an offer.

References: www.marketingbestpractices.com  and www.docnielsenstuff.com