What makes marketing communications succeed?

Or fail?

And how can you make sure you’re the one in the winner’s circle?

There are six obstacles you must overcome in order to guarantee success. Guarantee?  I hear you ask, skeptically. Yes, guarantee. Read these six obstacles and find out why.

OBSTACLE #1 – THE RIGHT PRODUCT

It all starts with you. If what you’re selling isn’t worth buying – guess what – it won’t be bought.

Sure, maybe someone will buy it once. But not twice. Not enough to keep you in business. If you have a dog of a product, a good campaign will only convince more people of that fact more quickly.

OBSTACLE #2 – THE RIGHT MEDIA

You could be giving away gold, but if that message is delivered to the wrong people – no one will respond.

OBSTACLE #3 – THE RIGHT OFFER

Do you choose a half-off sale? Or a buy-one-get-one-free? Each is essentially the same; yet, tests show one typically out pulls the other by 40%.

The buy-one-get-one-free is almost always the winner. All marketing is filled with these kinds of idiosyncrasies.  Successful marketers choose the right offer and make it to the right people at the right time.

OBSTACLE #4 – THE RIGHT FORMAT

Television excels when the product is visually-oriented; radio when you want listeners to lend you their imaginations; print when you have important facts and figures that need to be read – not just seen or heard, and direct mail when you want to tell a complete story.  And you can use the Intenet to bring all these options together in one.

The decision not only affects your response – but your overall costs as well. Choose wisely.

OBSTACLE #5 – THE RIGHT TESTS

Almost everyone skips this crucial element. That’s a big mistake. Direct marketing’s biggest claim to fame is its ability to measure response. You may think you know what’s the best list, offer, format, and the like. But you don’t know you know until you test and prove it.

OBSTACLE #6 – THE RIGHT ANALYSES

Be accountable. Demand that all of your campaigns be profitable. Know your break-even points. Determine the lifetime value of your customers. And use data to help you develop long-range strategies for building your business.

AND ALWAYS REMEMBER – only well-planned and well-executed campaigns produce the desired results.

A good marketer has an almost God-like knowledge of customers and prospects. Who are they? Where do they live? What do they watch, read, and listen to?

Know what makes your customers tick and you’ll know how to sell to them . . . again and again.