The 3 essential elements of direct marketing

I’ve seen all sorts of formulas and theories about what drives direct marketing. But I’ve come to the conclusion that when you boil down all the ideas and techniques, you are left with just three things:

  1. You must make an offer.
  2. You must provide sufficient information for a decision to be made about the offer.
  3. You must provide an easy means of responding to the offer.

That’s it. That’s what direct marketing is in a nutshell. You generally don’t find these element in mass market advertising or branding. This is what distinguishes direct marketing from all other forms of communication. If you lack any one of these elements, you aren’t doing direct marketing.

Do you agree? If you think I’m missing something, tell me.

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