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It is with the subsequent sales that you make the gravy. You begin to know and understand your customer. You establish a relationship. That is good business. So it is with direct marketing. Your best customer is not your unknown prospect in the street, milling around amongst others. He is the person you know, who knows you. You can offer precisely what he needs, and sell to him much more easily. What makes each customer different? Build a continuing relationship 22 ᔢ Commonsense direct marketing Test to see what works My first inkling of the fact that it was a continuing relationship that mattered in this business came over 20 years ago when I saw an advertisement in a newspaper.

General advertising speaks to people en masse. It does not try to isolate them as individuals. Nor does it normally demand immediate action. It is designed to make people have feelings and inclinations so that they will make a decision in your favour at the point of purchase, wherever or whenever that may be. • Sales promotion is designed to achieve an immediate effect on sales. It often uses the same means as direct marketers – for instance, direct mail and special offers. It frequently generates lists of respondents to promotions.

So few businesses have any idea how much a customer is worth that this may appear to be getting overly sophisticated, but you might be surprised to see to what degree the value of a customer can vary, depending upon where that customer came from. Indeed, from a simple example you can see that unless you carefully keep track of the performance of somebody from the moment they enter into your net, you could make some serious mistakes. All prospects are by no means created equal. Here is a series of three sets of results produced by advertisements run in America for somebody who was selling shoes direct to the public.

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