Business Instruction Thoughts

Mail-order customers are both similar and different in their needs and wants. But their similarities are what make them buy by mail.

Ty Hicks, a highly successful direct marketer for over 30 years, has this to say about knowing your direct-marketing customer:

“If you know what makes your customers act, you can:

Relate your key product or service features to the traits that make your customers buy;

Refine your ads so they emphasize your sales features to appeal to customer needs;

Run your mail sales business on a solid base of known characteristics which help you predict results so you become more than someone who drops envelopes in the mailbox every day. You become a smart business-person who can predict with accuracy the sales that a given mailing or ad will produce. You can do this because you know that your customers:

Are ready to spend money quickly on items giving results they seek in life;

Seek quick results from anything they buy by mail;

Are ready to accept new and different approaches to solving problems in their daily lives;

Strongly believe they’re entitled to the best in life – a good job, superior home, plenty of leisure time, etc.’

Enjoy using a credit card to buy the products or services offered by mail because this gets the item to them faster;

Willingly pay high prices for items or services they believe will give them the quick financial, health, or happiness results they seek, especially if they can work from their home;

May be less than fully motivated most of the time. Knowing this, they enjoy being nudged into action;

Seek the easy way out in getting things done;

Don’t want to read long books – prefer short, well-written summaries that give how-to information;

Avoid risk-taking unless there’s a strong promise of success in the near future;

Will read both long and short ads on subjects that promise to solve a problem for them;

Seek security in life and in a job or business because security promises relief from fears;

Can be sold via clear, simple, and plain ads that give the facts without exaggeration;

React favorably to special attention from a business that tries to help solve the customer’s problem;

Will take any needed steps to get faster results – that is, will order by phone using a credit card and pay extra to have the item and service shipped by overnight delivery;

Are often impatient with delays, either actual or imagined. Want everything ‘yesterday’ – especially sources of money!

May be suspicious of every mail-order business because of horror stories told by friends and the press

There are other traits your customers have. But the ones listed above are those I run into almost every day.”

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