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

Some Questions to Consider

Here are some of the many questions to consider as you begin to plan your copy and art.

1. How are your product positioning, product features, and their related benefits best stated?

  • How are they different from your competition?

2. Are buying-decision incentives desired or needed?

  • How do you present them to motivate?
  • How do you present them to gain a call to action?
  • What do you use?
  • When do you use it?

3. What methods should be used to offer your product? What approach?

  • A 1-, 2-, or 3-step approach?

4. What media mix should you use?

  • Direct mail?
  • Space?
  • Telephone?
  • Broadcast?
  • Collateral?
  • Other?

5. What do you need for:

  • Traffic building?
  • Lead generation?
  • Mail-order?
  • Fund-raising?

6. How do we motivate to action based on quantitative information?

The purpose of the creative process is to generate a break-through message and communicate the benefits of the product or service to the target audience.

Many times we forget an important principle in marketing, direct marketing, and direct response advertising:

The objective of marketing is to determine what your audience wants and provide that service or product.

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