What Are The Most Important Parts Of A Direct Marketing Campaign?

> If you ask many people about this, you'll
> probably get several answers.... As Jim
> Straw says, everyone is right, and everyone
> is wrong.... But it's still interesting to
> know what people think.

Yeah... everyone is right and everyone is wrong.

> An example of what I mean is something Jeff
> Barker posted earlier .... He said
> "The best sales letter in the world
> won't sell very well if it's sent to the
> wrong market and if you really have what
> your targets want, then a very ordinary
> sales letter will do the job."

You've actually given a great example of everyone is right and everyone is wrong right here.

There are plenty of successful direct marketers who would disagree with Mr. Barker.

I both agree and disagree.

The issue is the product. Some products appeal to a large percentage of the population other do not. If your product helps people get out of debt, you don't want to send it to the wealthy. However, if you're selling a book on how to care for your dog you can send to everyone.

This is my philosophy and I am probably right and wrong -smile-

Tom Carpenter
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