Some marketing experts recommend that in creating a direct mail program, you should devote half your time to creating the reply form. Most clients are surprised, if not shocked, when they hear this very revealing rule. The rule is revealing because it suggests that most marketers spend too much effort on the sale and too little on the "buy."
![]() Good marketing must focus on the buy. How clear is your offer? Can the prospects sample the service, thereby reducing their risk? How clear is the price? How easy is it to buy? Save your customers some hassle and make your product easy to buy. |