According to numerous reports, Dick Benson is the most successful direct mail marketer ever.
In short, Dick Benson's view of direct mail marketing is simple: the initiator's goal is to get potential customers to raise their hands and say they are interested in what you have to sell. The secret of successful direct mail emphasizes this lesson and everything Dick Benson has learned in more than 40 years of business.
Benson never attended the seminar and never advertised for clients. In fact, he does not need it. Most of his clients regard him as a permanent retainer. Clients include Time Inc., Dow Jones, Hearst Magazine and World Books, to name a few.
Benson recommends effective testing, creativity, time, pricing and promotions. One of his main principles is that direct marketers spend too much time on the appearance of the package and don't have enough time to list or test. He also took home the power of effective creativity and pointed out that even small changes in the appearance of the offer, copy, envelope content or letter can have a large impact on the response and must be tested multiple times before each new launch. .
Although he focuses on the return on investment of direct marketing, this is not his only focus. He emphasized that marketers should also learn to test. The more you learn, the better the market segments that appear in the development of your marketing plan. To this end, he encourages marketers to evaluate the information they have learned through direct marketing tests and activities.
Benson's 25 principles
The following is an overview of Dick Benson's 25 core principles of direct marketing, showing his core ideas when writing and consulting clients:
1. The probability of two buyers buying a one-time buyer is twice.
2. The same product sold at different prices will result in the same net income per thousand mailings.
3. The sweepstakes can increase the results by 50% or more.
4. Credit card or bill My offer will increase the result by 50% or more.
5. Tokens or stickers always improve the effect.
6. Membership is 10% or more newer than regular subscriptions.
7. "Department store" pricing is always paid, except for member discounts.
You can never sell two things at a time.
9. Self-mailing almost never works.
10. The more credible a special offer is, the more likely it is to succeed.
11. Increasing installment payments for projects over $15 will increase the results by 15%.
12. The US dollar is exchanged for the US dollar, and the premium is better than the cash discount.
13. Adding elements to a mail package is more likely to pay for the cost than to reduce the package.
14. For magazines, "soft" quotes ["adventure attempts"] are better than hard quotes.
15. Yes - No option will increase the order.
16. FREE is a magic word.
17. Both premiums are usually better than a premium.
18. Long copies are better than short copies.
19. Personalized letters are more suitable for storing lists than for cold lists.
20. Booklets and letters should be independent, and each booklet and letter should contain all the information.
21. Direct mail should be rigorous and honest.
22. Sub-orders that are sold for at least eight months at half price will be converted at the time of renewal, in line with the conversion of full-price sales for a full year.
23. The list is the most important factor in the success of a promotional email.
24. The quotation is the second most important component.
25. The look and feel of the letter should be letters.
Orignal From: Success Story - Dick Benson
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