The "Spray and Pray" of Direct Marketing

I get so much direct marketing crap online and in my physical mailbox.  Most small business owners use the “spray and pray” approach to promote their wares by throwing a few promotional lines on a postcard and sending it to thousands of people.  No wonder they become frustrated and reinforce the belief that “this stuff doesn’t work”  Duh!

Think of a lamp with diffused light spread throughout a room. It’s nice, soothing and subtly stated, hardly powerful, focused or intense.  At the other extreme is a laser, intensely focused, concentrated, which can cut through anything.  Ok, hold that visual in your mind….yes, like a laser.

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That’s how you want to direct your direct marketing:  When you try and talk to everyone, you’re like a lamp.  And you end up talking to no one.  By focusing laser-like on the emotional needs and wants of your ideal client you can talk to them in a manner that excites them and sends the message that you know how to make their life happier with what you do.  Be laser-like in really understanding why people buy what you do.

Rick Lugash