Getting-Response-in-a-Down-Economy

Getting-Response-in-a-Down-Economy - Getting Response in a...

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Unformatted text preview: Getting Response in a Down Economy 4 Key Principles to Boost Your Direct Mail Pro f ts in Todays Dif f cult Market by Dean Rieck Copy & Design for Direct Marketing Copy & Design for Direct Marketing Getting Response in a Down Economy - Copyright 2009 Dean Rieck Phone: 614-882-8823 E-mail: Dean@DirectCreative.com Web: www.DirectCreative.com Page 1 The Challenge of Todays Market Theres no doubt about it. Business is tough out there. Every day brings more unsettling economic news. And even though direct marketing companies tend to be smarter than the average bear and far more ef f cient than most other business types, our industry is feeling the pinch the same as everyone else. If youre a business owner, youre concerned about lagging sales. If youre a marketing manager, youre struggling with an ever tightening budget. If youre a vendor, youre at the mercy of clients who are putting projects on hold or bringing them in-house. The result has been budget cuts and a general pull-back of advertising and marketing efforts. How can we make a big pro f t? is being replaced with How can we avoid a big loss? Its a natural reaction. However, are knee jerk budget cuts the best answer to this challenging market? Whats REALLY Happening Out There The market is more resilient than some pundits would have you believe. All we need to do is look to the past to see that this is true. Economies run in cycles. Boom and bust is a natural and inevitable process. Because this has happened so frequently, history shows us that eco- nomic downturns do not signal the end of business as we know it. Quite the contrary. History shows us two important facts: markets always recover and those who panic end up losers. Nothing has fundamentally changed about the marketplace. Resources, infrastructure, and a robust consumer population still exist. Yes, there are real problems out there, such as a high unemployment rate. But what gets lost in the conversation is that if the unemployment rate is, say, 8%, this means 92% of the population IS working. And even those who are between jobs are not living on the streets. In other words, the sky is not falling. Whats really happening is that: Fear and uncertainty underlie many decisions now. 1. People are postponing many buying decisions. 2. More decisions are being made on price. 3. So its not that people arent buying. They ARE buying, its just that theyre slower and more cautious, so its harder to sell to them. Harder, not impossible. Thats an important distinc- tion, because if you assume people dont want to buy now, you will make less effort to sell to them than you should and may end up suppressing your own pro f ts. Getting Response in a Down Economy - Copyright 2009 Dean Rieck Phone: 614-882-8823 E-mail: Dean@DirectCreative.com Web: www.DirectCreative.com Page 2 Understand Your Customers Each morning when you wake up, say this f ve times: Its ALL about psychology. This is ve times: Its ALL about psychology....
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Getting-Response-in-a-Down-Economy - Getting Response in a...

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