While in college, I searched for Mr. Right. While I was by no means a pro, for the few dates I did go on, I was certainly systematic in my pre-date routine. If we could take a time machine back to my college days and you assumed the position of a fly on my wall you would surely chuckle at my strategic nature as I prepared for my date.
Preparations included several meticulously executed components. I performed an analysis of my wardrobe, scanning for the “right” outfit for the date and assessed different hairstyle choices to determine which would go best with my outfit. I scrupulously selected accessories to follow suit, and of course, carefully applied make-up to create intensity and illumination. Once my routine was complete I took a final glance in the mirror and with excitement and anticipation met my date.
The flaw in this operation, however, is that it didn’t matter how thorough I was in planning my appearance, or how great I thought I looked, if the guy wasn’t right for me.
Direct Response Marketing is a lot like dating. Wow, did I really just propose that?! Yes, I did, and here’s why. Too often, when creating a marketing piece, people forget that it doesn’t matter how well written they think the copy is, or how engaging the design is, if when it reaches its destination, the person who lays eyes on it is not right for the piece.
“Right for the piece “ (and right for the offer, client, etc.) means understanding that your criteria should typically include a lot more than “all men in a certain zip code.” It means determining the unique characteristics that shape your ideal customer. It means placing your piece in the hands of someone who already has his or her “eyes open” to your piece.
Think about it, if you carefully thread your understanding of your customer into the design and copy of the piece, creating a gem that is perfect for your customer, then why would you send that gem to someone who isn’t your ideal customer? You wouldn’t, or at least, you shouldn’t. Instead, you should place your piece in front of someone who can say yes to you, someone who you knew, before you sent the piece, you wanted to walk through your door, be on the other end of your phone line, or in your inbox.
Today I still search for Mr. Right, and for Mrs./Ms. Right, too! But now, instead of searching for one, I search for thousands. I employ my strategic nature as I work with our clients and with my teammates on all-star campaigns. It’s a lot more exciting for me than rolling the dice in the dating game and the enjoyment of helping our clients is priceless