Interview Part 1

Q  After 22 years of creating successful products and promotions for the direct marketing industry's leading companies, what's the big secret to success?

A  The truth is, it's no secret.  Many have achieved a large measure of success and continued to make profits -- even in times of recession and rising costs.  The reason these companies are consistently profitable is they have a fully integrated, customer-driven direct marketing philosophy.  

These successful customer-driven direct marketers are truly committed, from top management down, to two primary strategies:

1. Determine the motivating emotional and rational needs of customers and prospects, then create products and promotions that address those needs.

2. Continue to collect and use this knowledge to build loyalty among customers, so they will continue to buy and become fervent advocates for the company and it's products.

And just to clarify, when I say "products", I'm really referring to the whole range of products, services, causes, memberships, etc. that all types of organizations offer.

Q  Tell me more about determining customer needs, but first, don't most marketers know their customers pretty well?

A  From my experience no!  I can't tell you how many times I hear customers being described in terms of their age, income, education level, etc..  Sure demographics are sometimes very important, but if that's all a marketer needed to know, then we all could simply rent compiled lists!  

The fact is, our customers buy through the mail and that makes them a very special group based on their behavior.  You must get into the heads of your customers and prospects.  When you apply proper information gathering techniques, like the ones I've developed, I guarantee your most powerful headlines, sales pitches and closing arguments will come right from your own customers!  And you don't have to embark on an expensive research project ...

The secret is simple.  Be determined to use every contact with the customer as an opportunity to learn what emotional and rational needs motivate them.  This can be as simple as testing different reactions to headlines, offers or product configurations, or, getting on the phone with customers.  Yes, I said it, get some phone numbers of customers and call them up yourself!  

Amazingly, most marketers have never actually talked with one of their customers!  Believe me, this can be a most profound and eye-opening experience.  And with practice, you'll become a pro at gleaning the most motivating themes that will result in an avalanche of new buyers!

To help anyone get started talking to customers, I've put together a step-by-step technique that's part of my new Confidential Report, Million Dollar Strategies for the Savvy Direct Marketer.  In my report I've actually listed specific questions to ask your customers that are proven to reveal the REAL reasons they respond and buy.  Plus, I've included, 7 Proven Techniques to Discover the Hot Buttons You Should Push to Produce Your Most Powerful Promotions.  This is critical information every direct marketer needs to know. 

Continue to Part 2 >>>>