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Hi,

Direct response isn't the same as direct sales.

You said you're doing the online equivalent of mailorder; I respectfully submit you're actually doing the online equivalent of direct sales, with direct sales being defined as what Don Alm does so well in the real world.

It's a rare direct response campaign that can "go door to door" (Halbert's Nancy letter is one of the few examples); direct sales guys like Don Alm or tin men or frozen steak off a truck guys "go door to door" all the time.

Internet marketing is direct sales, not direct response. Internet marketing is highly interactive: "the sale starts when the customer says no."

Just my highly considered opinion...

Best,

- Boyd

I heard Gary Halbert and Dan Kennedy both say that you are normally much better off taking 1-4 of your best sellers from a catalog and sending a direct mail piece just on them.

You save the cost of the whole catalog and only having a few choices usually brings in more sales because you aren't confusing them with too many choices.

I've only tested this on a small scale but it seems to work.

Ron


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Ron,

Starting out small is obviously a good idea. Most catalogers don't just print a 32 page catalog right off the bat...most use a method like you describe or they do card decks or they do space ads. Critical mass seems to be when you reach a couple thousand name customer base. That is when you can start thinking 'catalog'...but the variables can change that figure dramatically also.

Take care,

Mike W.

> I heard Gary Halbert and Dan Kennedy both
> say that you are normally much better off
> taking 1-4 of your best sellers from a
> catalog and sending a direct mail piece just
> on them.

> You save the cost of the whole catalog and
> only having a few choices usually brings in
> more sales because you aren't confusing them
> with too many choices.

> I've only tested this on a small scale but
> it seems to work.

> Ron

dno
> Hi,

> Direct response isn't the same as direct
> sales.

> You said you're doing the online equivalent
> of mailorder; I respectfully submit you're
> actually doing the online equivalent of
> direct sales, with direct sales being
> defined as what Don Alm does so well in the
> real world.

> It's a rare direct response campaign that
> can "go door to door" (Halbert's
> Nancy letter is one of the few examples);
> direct sales guys like Don Alm or tin men or
> frozen steak off a truck guys "go door
> to door" all the time.

> Internet marketing is direct sales, not
> direct response. Internet marketing is
> highly interactive: "the sale starts
> when the customer says no."

> Just my highly considered opinion...

> Best,

> - Boyd

Direct response, and here's why:

Headlines in a letter are headlines on a webpage.

An enticing classified ad is an enticing link or ezine ad.

Strategic Alliances and endorsed mailings are affiliates/affiliation.

The free report is the free report/autoresponder report/course, etc.

Instead of Call 555-5555 to order we have 'click here to order.'

Every part of it is about getting the customer to RESPOND. Direct Response.

We cannot alter our message on the fly as we can with direct sales and face to face selling. We cannot counter the objections as they come up.

We do as all good little direct marketers do - try to get people to read our marketing materials and place an order.

I have NEVER seen a door to door salesman hand a piece of paper to the person who answers the door and ask them to read it. Have you?

Michael Ross.