Ch 1: The Big Switch Why Direct Marketing for NON-Direct Marketing Businesses?

Question 1

Answer 1

Question 2

The Great Divide

Answer 2

The difference between traditional forms of marketing and direct marketing

Question 3

Non-direct marketing business

Answer 3

Anything but a mail-order, catalog, or online marketer who directly solicits orders for merchandise. It could be a local dental practice, carpet cleaning business, brick and mortar retailer, B2B—IT consultant, CPA firm, or industrial equipment manufacturer.

Question 4

Direct Marketing Business

Answer 4

Examples of pure direct marketing businesses just about everybody knows are the TV home shopping channels, QVC and HSN; catalogers like J. Peterman or Hammacher-Schlemmer; contemporary catalog and online catalog/ecommerce companies like Amazon and Zappos; businesses like the Fruit of the Month Club; and mass users of direct mail to sell things, like Publishers Clearinghouse.

Question 5

Because your agenda is much simpler, you should find successful businesses with similar agendas to copycat. Those are direct marketers. You and they share the same basic ideas:

• 1. Spend $1.00 on marketing, get back $2.00 or $20.00, fast, that can be accurately _____ to the $1.00 spent.

Answer 5

Because your agenda is much simpler, you should find successful businesses with similar agendas to copycat. Those are direct marketers. You and they share the same basic ideas:

• 1. Spend $1.00 on marketing, get back $2.00 or $20.00, fast, that can be accurately tracked to the $1.00 spent.

Question 6

Because your agenda is much simpler, you should find successful businesses with similar agendas to copycat. Those are direct marketers. You and they share the same basic ideas:

• 2. Do NOT spend $1.00 that does not directly and ____ bring back $2.00 or $20.00.

Answer 6

Because your agenda is much simpler, you should find successful businesses with similar agendas to copycat. Those are direct marketers. You and they share the same basic ideas:

• 2. Do NOT spend $1.00 that does not directly and quickly bring back $2.00 or $20.00.

Question 7

Please stop and be sure you get this life-changing principle.

Be careful who you copy. Be careful who you act like. Be careful who you study. If their purpose, objectives, agenda, reasons for doing what they do the way they do it don’t match up with your purpose, objectives, agenda, then you should ____ study or emulate or copy them!

Answer 7

Please stop and be sure you get this life-changing principle.

Be careful who you copy. Be careful who you act like. Be careful who you study. If their purpose, objectives, agenda, reasons for doing what they do the way they do it don’t match up with your purpose, objectives, agenda, then you should NOT study or emulate or copy them!

Question 8

Your Agenda

1. Sell something. ____.

Answer 8

Your Agenda

1. Sell something. Now.

Question 9

Please stop and be sure you get this life-changing corollary principle.

Find somebody who is successful, who shares your purpose, objectives, agenda, and pay great ______ to what he does and how he does it.

Answer 9

Please stop and be sure you get this life-changing corollary principle.

Find somebody who is successful, who shares your purpose, objectives, agenda, and pay great attention to what he does and how he does it.

Question 10

Advertising Victims

Answer 10

Those preyed on by media salespeople, ad agencies, website developers, social media wizards, and others who don’t know any more about how to actually produce a customer or make a sale than they do.

Question 11

Marketing Incest

Answer 11

So you have everybody in an industry standing in a circle looking inward at each other, ignoring anyone or anything outside the circle. It’s incestuous, and it works just like real generational incest: Everybody slowly gets dumber and dumber and dumber.

Question 12

Kennedy Results Triangle

Answer 12

1. Message
2. Market
3. Media

Question 13

Memorize: No B.S. Rules

• Rule #1. There Will Always Be an _____ or ____(s)

Answer 13

Memorize: No B.S. Rules

• Rule #1. There Will Always Be an Offer or Offer(s)

Question 14

Memorize: No B.S. Rules

• Rule #2. There Will Be a Reason to _____ Right Now Rule

Answer 14

Memorize: No B.S. Rules

• Rule #2. There Will Be a Reason to Respond Right Now Rule

Question 15

Memorize: No B.S. Rules

• Rule #3. You Will Give Clear ______ Rule

Answer 15

Memorize: No B.S. Rules

• Rule #3. You Will Give Clear Instructions Rule

Question 16

Memorize: No B.S. Rules

• Rule #4. There Will Be ______, Measurement, and Accountability Rule

Answer 16

Memorize: No B.S. Rules

• Rule #4. There Will Be Tracking, Measurement, and Accountability Rule

Question 17

Memorize: No B.S. Rules

• Rule #5. Only No-____ Brand-Building Rule

Answer 17

Memorize: No B.S. Rules

• Rule #5. Only No-Cost Brand-Building Rule

Question 18

Memorize: No B.S. Rules

• Rule #6. There Will Be _____-Up

Answer 18

Memorize: No B.S. Rules

• Rule #6. There Will Be Follow-Up

Question 19

Memorize: No B.S. Rules

• Rule #7. There Will Be Strong _____ Rule

Answer 19

Memorize: No B.S. Rules

• Rule #7. There Will Be Strong Copy Rule

Question 20

Memorize: No B.S. Rules

• Rule #8. It Will Look Like ____-Order Advertising Rule

Answer 20

Memorize: No B.S. Rules

• Rule #8. It Will Look Like Mail-Order Advertising Rule

Question 21

Memorize: No B.S. Rules

• Rule #9. _____ Rule. Period. Rule

Answer 21

Memorize: No B.S. Rules

• Rule #9. Results Rule. Period. Rule

Question 22

Memorize: No B.S. Rules

• Rule #10. You Will Be a Tough-Minded Disciplinarian and Put Your Business on a Strict Direct Marketing ____

Answer 22

Memorize: No B.S. Rules​

• Rule #10. You Will Be a Tough-Minded Disciplinarian and Put Your Business on a Strict Direct Marketing Diet