Direct Marketing and Copywriting

Direct marketing is a part of the communication cycle or advertising which aims to reach its audience "directly" i.e. without using TV, Newspapers or Radio. It largely falls under the below-the-line or BTL form of advertising.

The most common form of direct marketing is through leaflets, brochures, letters, catalogs, or print ads mailed or distributed directly to customers. In most cases the direct marketing firm will already have a validated mailing list by segment.

Copywriting for direct marketing material such as leaflets and brochures requires the specialized skills of a copywriter. The main responsibility of copywriters is to write text which:

1. Attracts readers attention
2. Generates interest
3. Prompts action

A good copywriter, whether through an agency or a freelancer, must

• Have a strong background in language and/or journalism
• Be able to work under tight space or timing constraint
• Be able to involve the reader creatively to enhance the image of a product or create a desired mood
• Have a great portfolio with a list of actual results they have achieved with their writing.

Just like all other aspects, the Internet has also become a major medium of communication for direct marketing. Thus the need for web copywriters is rising.

Desirable traits of a Direct Marketing Company

Technology

The technological structure within the company is critical to success. Look at how new the technology is and the last time it was upgraded.

Some of the things to look out for are:

• Internet sales platform which allows interactivity with customers
• Ability to track shipping
• Online payment and refunding system

Word on the Street

Closely assess the market reputation of the company. Talk to

• Ex-customers and check % of repeats
• Associates and employees

The PSR (Problem Solving and Resolving) Approach

Direct marketing deals directly with customers, therefore a quick and neat response to any untoward situation is critical. Do check to see the overall management style of the firm, especially when under pressure.

Integrity

Often direct marketing companies do not have a "storefront", but are working with independent contractors called representatives, consultants, or distributors. Integrity is thus highly important for a transparent, lasting relationship with

• your own firm
• your customers

Database with Market Segmentation

One of the strengths of a good direct marketing firm is a strong database which is segmented to suit customers' needs. Targeted segmentation allows you to talk to the relevant customer whilst also lowering overheads.

Make sure you (or the company you are dealing with) are fully up to date on the Spam laws and are certain of what you can and cannot do. Large fines could be headed your way if you do not abide by these laws.