WANT A DIRECT MAIL GRAND SLAM HOME RUN?
January 9, 2024
Well, who in direct mail doesn’t?
Quite frankly, it’s not that difficult.
Perhaps you’ve heard the cliché about football being mostly about the fundamentals of “blocking and tackling.”
The direct mail version of “blocking and tackling” is a baseball GRAND SLAM HOME RUN...
By the way, last week instead of “involvement,” I wrote “techniques.”
When I discussed this with the team in our weekly 2-hour Thursday morning creative meeting, which is named Clients Going Bigger, several people said a more accurate word rather than “techniques” would be “involvement”—and I quickly agreed.
In the 1960s I discovered that most successful commercial direct mail used involvement as a means of significantly increasing returns, and for most of the time since then I’ve also used the word involvement.
Get one of these four wrong (List, Brand, Project, Involvement) and it will be difficult to have a successful mailing much like a baseball GRAND SLAM HOME RUN. However, if all four are right it’s almost impossible to fail.
Last week I stressed the first and most important of the GRAND SLAM HOME RUN—LIST.
Today, I want to discuss the second most important aspect of the GRAND SLAM HOME RUN—BRAND. Remember what I regularly say about BRAND.
BRAND is the fourth leg of the Four Horsemen of Marketing®.
BRAND is a combination of the first three legs of the Four Horsemen of Marketing—POSITION, DIFFERENTIATION, and BENEFIT.
BRAND is when you own a category. You’re a purple cow. There is no one like you.
You can’t get two or three of the Four Horsemen right. You must get all four correct to your audience.
Get all four correct, and marketing your nonprofit/political candidate will be a snap.
Get one wrong, it may not be impossible to succeed, but it will certainly be more difficult. Get two wrong, and you can forget about having a GRAND SLAM HOME RUN.
When marketing your nonprofit, clearly communicate your POSITION—the hole in the marketplace you occupy.
POSITION is a private decision. The second of the Four Horsemen, DIFFERENTIATION, is what you do publicly to let people know about your POSITION.
Third is BENEFIT. If you have a hole in the marketplace and it’s clear to your audience what you do that’s different, but you offer no benefit, why should anyone donate or buy from you?
When you have a strong first three of the Four Horsemen, you’ll have a BRAND that will carry you to many successful mailings/marketing campaigns.
Next week we’ll be heading to third base, with home base in sight.
This free post is brought to you by American Target Advertising™ (ATA) and American Mailing List Corporation™—“ConservativeListsRUs.” ATA was the world’s first conservative direct marketing agency and still is the largest with over 85 team members (increasing to 135 by 2024) that will mail over 300,000,000 postal letters in the 2023-2024 election cycle for 40+ clients who will receive over 7,000,000 donations from over 2,500,000 unique donors.
Much of the information in GoRightGoBig.com is from Richard A. Viguerie’s new book, GO BIG – The Marketing “Secrets” of Richard A. Viguerie. Copies for yourself or as a gift can be ordered at GoBigConservatives.com or GoRightGoBig.com, or at your favorite online bookstore.
If you wish to buy copies to be given free to high school or college students to encourage them to seek a career in conservative politics/marketing, go to GoBigConservatives.com.
To subscribe FREE to GO RIGHT - GO BIG blog, click here.