Devoted to Managers and those that seek to improve their management skills

I want to give you some insight into the coming year and the trend that the direct response rate is going through.

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Before I do that I want to remind you of a couple of things. In light of these findings, it is more important than ever to understand what your USP is. I know that I harp on this a lot. But if you knew how important it was, you would be glad that I continually remind you of it.

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Here is one reason why: Those who are in the direct mail business, especially those selling books, print newsletters or nutritional supplements, are painfully aware of how far response rates have fallen in the last five years.

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Some of the main reasons are proliferation of wild, astonishing claims by the sellers of these products, increased demands from new laws and regulations, the increasing consumer cynicism in these slowing markets, and finally the growing competition.

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As a result, mailings are dwindling in size and frequency and the universe of up to date, active buyer names and addresses is shrinking.  

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This is why embracing your USP and permeating it into every aspect of your business in whatever you sell is so crucial. There is a growing apathy, wariness, and weariness amongst consumers in response especially to the wild claims and the overwhelming number of voices being shouted across every medium.

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The way to shout louder isn’t through wilder hype, but through what it is you represent. This direct-mail challenge will continue, but those who have an endearing place in the hearts and minds of their customers will be able to successfully make their way through this maze of uncertainty.

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Here is an excellent comment at the top of the page of the Reverse Direct Marketing website that pretty much sums it all up: 

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Marketing to the masses is no longer effective. Today, consumers seek out what they want, when they want it. To reach prospective customers, you must meet them at their point of interest. iCrossing calls this Reverse Direct Marketing (RDM). Dollar for dollar, this advertising approach provides the most targeted connections at the highest ROI.

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We must realize that there is no longer any one way to reach the market we serve. Part of our customer retention and growth is that we must learn the best way or ways to offer them our products. This is the area that will grow in the years ahead.