1. Direct Marketing Is a Strategy, Not a Tactic
2. The Consumer, Not the Product, Must Be the Hero-and the winner
3. Communicate with Each Customer or Prospect as an Audience of One
4. Answer the Question “Why Should I buy or try?”
5. Advertising Must Change Behavior, Not Just Attitudes
6. The Next Step: Profitable Advertising
7. Build the “Brand Experience” let them play-touch-smell-trial
8. Create Relationships-they are people you know
9. Know and Invest in Each Customer’s Lifetime Value
10. “Suspects” Are Not Prospects they are people
11. Media Is a Contact Strategy-contact them often but not too often (thats harrassment !)
12. Be Accessible to Your Customers anytime
13. Encourage Interactive Dialogues-get honest feedback
14. Learn the Missing “When?”
15. Create an Advertising Curriculum That Teaches as it Sells
16. Acquire Customers with the Intention to Loyalize Them
17. Loyalty Is A Continuity Program
18. Your Share of Loyal Customers, Not Your Share of Market Creates Profits
19. You Are What You Know-become an advisor and customers will flow
20. Apply these rules to your business it has proved it with the likes of LinkedIn and Facebook
Give them what they want and they will tell others….