Tested direct marketing basics boils down to three fundamentals.
Follow these rules and you will be light years ahead of marketers who ignore them.
Furthermore, any product or service can be marketed using these tested direct marketing basics.
Test everything on a small scale.
Keep what works
Discard what does not work.
In this way you will avoid costly advertising and marketing mistakes.
If you want to put this kind of hard-boiled direct marketing basics to work in your business a book for you is SCIENTIFIC ADVERTISING.
I've been a big fan of this book for years...and recommend it to all my Marketing Direct subscribers.
Among the highlights:
Test Advertising Campaigns: "Almost any (advertising) question can be answered cheaply, quickly and finally by a test campaign. And that's they way to answer them --- not by arguments around a table."
Just Salesmanship:"Advertising is salesmanship. Treat it like a salesman. Force it to justify itself".
Good Business:"...most national advertising is done without justification. It is merely presumed to pay. A little test might show a way to multiply returns."
Things Too Costly: "Many things are possible in advertising which are too costly to attempt. That is another reason why every project and method should be weighed and determined by a known scale of cost and result."
Letter Writing;"Letters to inquirers, follow-up letters, whenever possible they should be tested. Where that is not possible they should be based on knowledge based on tests."
Offer Service:" Remember the people you address are selfish, as we all are. They care nothing about your interests or your profit. They seek service for themselves. Ignoring this fact is a common mistake and a costly mistake in advertising."