Direct Response Lists
In some cases it will make more sense for you to buy a mail order list. The people on this list have bought something from direct response methods (mail, print ads, infomercials, etc.).
This kind of list is the most specific you can get. To get an idea of what I’m talking about go down to your local Library and ask the librarian for the SRDS (The Standard Rate and Data Services) Direct Mail List Source Directory, usually in the reference section. Or you can get more information on http://www.srds.com.
The SRDS is a huge, 4” thick reference book with nearly every public list available for rental — it’s the bible for direct mailers.
Just glancing through this book you can find lists of buyers of almost anything that has some affinity to what you’re selling. The best part about these lists is that you know these people have a high interest in whatever they bought. So if you’re an Accountant, you could rent a list of people who bought tax planning information by mail. Or maybe you’re a dentist, what better list could you find for a teeth whitening offer than someone who just bought a tooth whitening product from an infomercial?
What you want is a “starving crowd,” somebody who has expressed an interest in looking better. Somebody who has paid money. And that’s exactly who you can find using direct response lists.
This information alone will be of immense value to you. But wait. There are a few pitfalls — so let’s cover them before you go running off to the library. Direct response names are more expensive (usually 2,3 or 5 times more than compiled lists). You also need to do a lot more homework on direct response lists than compiled lists.
When you speak to your list broker (before or after you check the SRDS) you tell him as much as you can about what services or product you want to market and they will come back to you with recommended lists.
You then ask the broker for the DATA CARD. They’ll expect that. On the data card you will find how the list was collected, a description of the list, number of people on the list, and the list owner, among other things.
Don’t take anything written about the data card as fact. It’s just the owner’s ideal representation of the list in the best possible manner.
What you need to do is call the list broker or the list owner and ask to see a sample of the mailing piece or ad (whatever) from where the list originated. This way you can see for yourself to what these people responded to.
Also, you want to get names of mailers who have rented this list in the last 6 months — and continued renting that list. This is called a CONTINUATION REPORT. Most times your broker should be able to give this you.
The Power of Direct Mail
Why Do not More Businesses and Practices Use Direct Mail?
The 3 Components of Successful Direct Mail
Who Are You Targeting Direct Mail?
The Secret to Selecting A Good List
What Kind of Lists Are There?
Working with Compiled Lists
Cloning Best Customers Using A Customer Survey
How to Get Survey Results?
Analyzing The Results
Working With A List Broker?
Direct Response Lists
3 Guidelines to Selecting Direct Response Lists
The Absolute Hottest List of All
The Copy and Creative
The Formula for Writing A Winning Letter
How to Create Good Direct Mail?
Headlines for Letters
What Headlines Should Do?
Headline Appeals That Last Forever
How to Make Advertising Pay?
How to Create Killer Headlines?
Tips for Better Writing
The Problem-Agitation-Solution Formula
The Irresistible Offer
Make Prospects Take Action Now
Expiration Dates Increase Response
Creating A Compelling Reason Why
Using Overlooked Assets
Holding Names Hostage in Computer
Birthday and Special Events
Using Preferences and Personal Details from Database
Keep Mailing Customer List with Reasons to Buy
Gathering Testimonials from Happy Customers
Bring Back Old Forgotten Customers
Getting The Message Delivered
The Secret to Double-Digit Returns
How to Use Testing for Breakthrough Marketing Results?
What Makes The Test Successful?
Understanding and Profiting from Customer Lifetime Value
How High Is High?
Testing For Maximum Results
What to Test?
Keep Doing What Works
How to Know What Works?
Working The Numbers
Action Steps to Maximizing Profits
The Power of Endorsements and Joint Ventures
Think about Who Has More to Gain Than You Do
Setting up The Deal
The Method to Madness
Direct Response Lists
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