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Never forget the 4 main Direct Marketing success factors:

1) Your Target Audience
2) Your Offer
3) Your Creative
4) Your Timing

The 50/30/10/10 rule of Direct Marketing:

• 50% of your success is due to your TARGET AUDIENCE
• 30% of your success is due to your OFFER
• 10% of your success is due to your CREATIVE
• 10% of your success is due to your TIMING

Think about it this way. Lets imagine your business is promoting a really strong special offer and you are using a well designed creative brochure to sell the offer. Because the brochure is costing so much you can\'t afford to

rent a good quality up to date mailing list. So to keep the costs down you decide to use an old mailing list that hasn\'t been used in 3 years.

Unfortunately, such a decision will almost always guarantee that the mailing will fail or not achieve acceptable results. Clean, up to date personalised mailing lists that reach your target audience will always do wonders for the success of your promotion. I have seen first hand or heard about the above such scenario so many times - never with a happy ending.

The main problem is that everybody enjoys being involved in the design of the brochure. It is fun and you can visibly see the results of your wonderful creative inspiration. A list of names is a list of names and is usually something we would rather pass on to somebody else. But, this boring old list will determine the success or failure of your promotion.

Treat your mailing list the way it deserves and spend time focussing on making sure it is the very best you can get. Do this and I promise you that you will never do anything else that is so certain to increase your chances of a successful promotion.

Now you can start focussing on the more enjoyable parts of your mailing knowing that you have got the serious stuff under control. When I am running my direct marketing workshops I stress to my audience that if they leave with only one idea this is the rule they must understand.

There are no exceptions to this rule!

The Audience!
The Offer!
Creative!
Timing!