A new control for the largest firm in one of the most competitive fields
This firm’s Chief Executive said that in building his business he simply followed the advice given in Commonsense Direct Marketing.
In fact during the last four years we have created winning mailings for 4 different firms in this market.
Since they all sell the same thing – money – how is it possible to arrive at a winning message for each without them all seeming the same and saying the same things?
The secret is more than understanding the customers and the techniques. It is realising that every firm is slightly different – special in its own way – and exploiting the differences in a way that makes them attractive to prospects.
It is also having the guts to be specific and go into detail – which most financial services copy fails to do, as they imagine for some strange reason that money is boring.
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