Ray worked with B-2-B and Consumer clients throughout the world ... including USA, Canada, Mexico, Asia, the South Pacific, Europe, the Middle-East, Central & South America, Africa.

This website is a compilation of Ray's 10 years on the Web.


Power Direct Marketing: The Book

11 Audience Ideas to Remember

Here is a laundry list of 11 thoughts to remember, select from, and use as fitting. Not for you to ADOPT, but rather some ideas for you to ADAPT to your particular and special needs.

1. Clearly define and refine your market, your audience, BEFORE you begin your creative processes.

Define all the "belts and ______ graphics" in the beginning. Make certain your reference materials and statistics are no more than 12 months old. Know your audience.

2. Occupational segmentation to a target audience many times can work. Categories should be specific, such as:

  • electrical engineers vs. all engineers
  • fast-food restaurants vs. all restaurants
  • trial lawyers vs. all lawyers
  • plumbing contractors vs. general contractors
  • dentists vs. the health care field
  • independent insurance agents vs. those company specific

The same goes for departments within companies. If you want to communicate with the personnel department, make certain your message indicates that is your audience.

3. Understand that business marketing and consumer marketing are different. Also remember that in both you are talking to people—individuals, not companies. Talk to your audiences, all of them, as people. Talk to them one-on-one.

4. Without a doubt a name is better than a title—but only if it is the right name! If you do not have a name, or are unsure of the accuracy, use a title. Title addressing can and does work—for both business and consumer marketing.

5. Change titles when you change industry or level of contact. Talk to your audiences. In their language. Don’t talk down. Don’t talk up, either. Talk to them eye-to-eye. Using the correct titles for a specific industry group will let your audience know you took time enough to care.

6. Know that you have scores of selections and options. Be innovative in your selection of best audiences. Go to more than one source. Mix and match until you, through testing, are comfortable that you have the best combination. Then roll it out . . . and keep on testing!

7. Buy the best list, not the biggest. Or the least expensive. The best list will get you the best results. Anything less won’t work as well. Your successes will come because you talked to the right audience, not because you talked to lots of people.

8. Don’t be concerned about some duplication on your mailing list. In most situations duplication won’t hurt—in fact it might help. Your audience will grow because your package will be routed to others. This is not always true for consumer marketing, but it most certainly is for business. Measure results in ORDERS—not numbers of packages mailed, or number of dupes. Only orders count.

9. Know who does NOT respond. And find out why not. If you can, change, alter, correct, enhance, and hit that group again. And again! If not, drop them and go on with others where your success ratio is higher. You will not get a hit every time. Neither did baseball great Ted Williams.

10. Plan in the beginning to track your results in the end. Make it measurable from Day One. Make certain all the research you’ve done up front gets measured on the back end. Know what you want and need to know to assure a profitable program. And then measure against those goals.

11. Try old ideas now. Save new ideas and try them in the future. There is no such thing as a bad idea, just one whose time hasn’t come. Bring back the old audience ideas you had in the past and didn’t test; try them. Retest those that came close to working—see if you can get them on track. And don’t throw away ideas you have now just because they don’t fit today.

Add color. Salt and pepper. Turn it inside out. Upside down. Backwards. Over. Add, subtract, multiply, divide. Give your "new" idea the old college try. Do it again. Mix ’em. Match ’em. And do it again.

POWER DIRECT MARKETING is selecting from these 11 "rules" and adapting those that fit your needs. By doing so you’ll do a better job at selecting the right audience for your product, for your service.

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