Tuesday, February 21, 2006

Direct Marketing Must Deliver Value

A niche market is not a sales opportunity.

It is a service opportunity.

Look back to my previous post and inhale Bob Herbold's comment.

We offer value to the people in a targeted niche ... we help make them more successful, happier, more content, more secure, more of something.

When you are direct marketing to the niche, think of the value your mailing must deliver if it is to be opened and consumed. This then is not a message about the product you are selling, but instead is a message about the value you provide. Value in the mailing. Value in the response offer. Value in each of your follow up steps during the buying process. Value, in the end, from what you sell. But marketing must be a value in of itself. Marketing is a service opportunity.

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