Creating a Direct Response Campaign? Think Like a Fisherman. - Issue: 2002 Qtr 4
With any sport, you have to master the basics before you can get good at your game. Same goes for creating impactful direct response programs. So what are the basics for producing direct response campaigns that will bring you winning results? There are many similarities to fishing.
What do you want to catch?
First, you must establish your objectives. For example, do you want to catch a lot of pan fish, or the one big “lunker” trophy fish? How you define the parameters of your direct response program will help you through its development and determine its success. It’s also important to match expectations with the realities of your organization. For example, if your objective is to bring in hundreds of leads, then you must have the proper resources to follow-up those leads as well.
Find the best fishing holes.
The next step is to clearly identify your audience. Then, determine a targeted medium for communicating with those people. Common options include television, direct mail, or email. But as in fishing where different kinds of rods and lures are used for catching different kinds of fish, you will achieve different results with different media. So choose wisely based on your target audience. If you select direct mail, then you must also consider your mailing list. Often companies will rely on their “in house” lists. But sometimes these lists are not appropriate because they include names outside the target audience, or they are simply out of date. Better sources for mailing lists can be targeted publications or industry–specific professional organizations. Or you can build your own list through a combination of sources.
Throw out your “hook.”
After you have the right people targeted, then you must determine the right concept to "hook ’em." It starts with the teaser and carries all the way though to the payoff. What makes a great hook? A well–honed barb on the end of that hook. Address a point of pain. Offer a solution to a problem. Promote a special rate. Introduce the reader to something new. Give the reader a reason to learn more.
Offer some tasty “bait.”
One crucial element to a direct mail promotion is the offer. Make it something of interest to your audience, or you’re sunk. Be sure to tie the offer to the desired response. Do you want the recipient to call or email for more information? Or do you want them to visit your website? Is your ultimate goal to set a personal appointment? In some industries, you can encourage response with a two–step offer. For example, give the recipient one glove. Ask him/her to respond for the mate. In other cases, cash can be king (e.g. offer a gift certificate). In any case, make sure your “bait” is of interest to your audience.
Reel ’em in.
Once you have set the hook, make sure it’s easy for them to respond. Offer many means of communication — web, phone, fax, email, and business reply card. Different people prefer to respond to direct mail in different ways. Don’t let interested recipients get away without proper follow–up, too.
If it doesn’t work, try different tackle.
With fishing, you can use spinning tackle one day and it works great. Then the next time you use it, you won’t catch one fish. The moral here: if at first you don’t succeed, try try again. Keep testing, fine-tuning and measuring your direct mail for the best long–term results. Remember, a worn out line could easily break.
Don't jump out of the boat.
Whatever direct response program you put together, don’t forget it is a brand–building activity. So be sure the messaging and visual look of the program is consistent with your overall brand positioning.
Finally, to be a good fisherman, think like the fish.
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