Direct marketing, also known as one-to-one marketing, refers simply to the interaction on a one-on-one basis between the seller and the customer. As the seller, you make direct contact with the customer or potential customer; best case scenario, a purchase is made. Direct marketing can occur in one of many different ways, be it in print or non-print forms. It can also include strategies typically considered to be outside of direct advertising. Here are some print forms direct marketing can take.
One of the print forms of direct marketing that you can use is direct mail. This is something that XIC excel at. Think of direct mail as being the art of the sale, done entirely in print. So, for example, your first order of business as the salesperson is to capture the attention and interest of the customer, and keep it, as you continue to make your presentation, or sales pitch, specifying the features and benefits of what you are selling. You will offer a bonus, or guarantee, or some type of incentive for purchasing immediately. Finish by simply asking for the order or purchase. So, when you send direct mail, take this approach and modify it; send literature that is descriptive enough to tell the customer about the product such that they are compelled to buy.
Another print form of direct marketing is classified ads. Interestingly enough, if you are selling something that ranges in price from about $20 to $30, classified ads can be incredibly effective. Obviously, the classified ads can be found in your local daily newspaper. Also, specific niche groups have their own publications with classified ad sections. Your approach should be the same as it was for direct mail—to be a salesperson in print form. For classified ads, take the steps identified above, and modify them in a different way. Namely, make sure you preface your ad with a great, attention-grabbing headline, capitalizing on the most profound benefit of your product. Try to keep your ad to 25 words or so.
The difference between direct marketing and traditional marketing is the direct response tool. As was clearly defined above, you can use traditional marketing in your direct marketing, but you will need to ensure that you have some element of direct response somewhere in the process. Make sure you are doing something to reach out to your customer personally and directly, particularly after they have made a purchase with you.