Lists: Behavior Matters Most
When prospecting for new catalog customers, remember one thing and one thing only: Behavior Matters Most
3. Has Purchased Over Distance (by mail or phone or Internet)
Go to a compiled list and you have no idea whether this person even reads the mail or shops anywhere but retail.
4. Can Afford the Offer
If you offer $1,000 teak benches to dirt-under-the-fingernails organic gardeners who buy $25 worth of seeds every spring, you might not ring up many sales.
- 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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