Lists: Behavior Matters Most
When prospecting for new catalog customers, remember one thing and one thing only: Behavior Matters Most
Best: Other analogous catalogs.
Good: Subscription files (e.g., if you have an outdoor catalog, rent outdoor magazine lists).
Fuggedaboudit: Compiled lists; they work for some offers, but not catalogs.
You also may want to test hotline names vs. 12-month buyers. You’ll pay a little more, but you may get a better response. In the words of Andy Byrne, “If hotline names don’t work, skip the list.” (I’ve gotten a lot of unpleasant feedback when I’ve quoted this rule, but all things are testable.)
- Companies:
- Abacus
- DoubleClick
- McIntyre Direct
Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.
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