Seven Habits for Winning at Direct Marketing With Credit to Steven Covey.
-
Upload
kristin-cameron -
Category
Documents
-
view
222 -
download
0
Transcript of Seven Habits for Winning at Direct Marketing With Credit to Steven Covey.
![Page 1: Seven Habits for Winning at Direct Marketing With Credit to Steven Covey.](https://reader036.fdocuments.net/reader036/viewer/2022062518/56649ecb5503460f94bd99c2/html5/thumbnails/1.jpg)
Seven Habits for Winning at Direct Marketing
With Credit to Steven Covey
![Page 2: Seven Habits for Winning at Direct Marketing With Credit to Steven Covey.](https://reader036.fdocuments.net/reader036/viewer/2022062518/56649ecb5503460f94bd99c2/html5/thumbnails/2.jpg)
Seven Habits
1. Be Proactive2. Begin with the End in Mind3. Put First Things First4. Think Win-Win5. Understand, Then Be Understood6. Synergize7. Sharpen The Saw
![Page 3: Seven Habits for Winning at Direct Marketing With Credit to Steven Covey.](https://reader036.fdocuments.net/reader036/viewer/2022062518/56649ecb5503460f94bd99c2/html5/thumbnails/3.jpg)
Habit 1 : Be Proactive
A campaign should never be just a repeat of the last cycle. Even if results were on target last time.
Every cycle represents an opportunity to test and produce more positive results.
Don’t just focus on small opportunities. Put effort into potential breakthroughs.
![Page 4: Seven Habits for Winning at Direct Marketing With Credit to Steven Covey.](https://reader036.fdocuments.net/reader036/viewer/2022062518/56649ecb5503460f94bd99c2/html5/thumbnails/4.jpg)
Test Offers
![Page 5: Seven Habits for Winning at Direct Marketing With Credit to Steven Covey.](https://reader036.fdocuments.net/reader036/viewer/2022062518/56649ecb5503460f94bd99c2/html5/thumbnails/5.jpg)
51% Of Successful Direct Marketing Is In The Offer
Test your offers, drill down, know what works.
![Page 6: Seven Habits for Winning at Direct Marketing With Credit to Steven Covey.](https://reader036.fdocuments.net/reader036/viewer/2022062518/56649ecb5503460f94bd99c2/html5/thumbnails/6.jpg)
The Elevator Message
15 minutes to save 15% Around for decades
Life Insurance for a Dollar a Week Veterans Life
![Page 7: Seven Habits for Winning at Direct Marketing With Credit to Steven Covey.](https://reader036.fdocuments.net/reader036/viewer/2022062518/56649ecb5503460f94bd99c2/html5/thumbnails/7.jpg)
Test Lists
![Page 8: Seven Habits for Winning at Direct Marketing With Credit to Steven Covey.](https://reader036.fdocuments.net/reader036/viewer/2022062518/56649ecb5503460f94bd99c2/html5/thumbnails/8.jpg)
51% of Successful Direct Marketing Is In The List
Test lists, drill down, know what works.
![Page 9: Seven Habits for Winning at Direct Marketing With Credit to Steven Covey.](https://reader036.fdocuments.net/reader036/viewer/2022062518/56649ecb5503460f94bd99c2/html5/thumbnails/9.jpg)
It’s The List
Was – direct mail buyers, hotlines, affinity groups Seemed like magic
Now –segmentation, analytics, database marketing Seems like using information
Test lists, drill down, know what works.
![Page 10: Seven Habits for Winning at Direct Marketing With Credit to Steven Covey.](https://reader036.fdocuments.net/reader036/viewer/2022062518/56649ecb5503460f94bd99c2/html5/thumbnails/10.jpg)
51% Of Successful Direct Marketing Is In The Creative
Test creative, drill down, know what works.
![Page 11: Seven Habits for Winning at Direct Marketing With Credit to Steven Covey.](https://reader036.fdocuments.net/reader036/viewer/2022062518/56649ecb5503460f94bd99c2/html5/thumbnails/11.jpg)
It’s The Creative
In house team –tested 30 direct mail HIP packages over a few years #31 ?? New writer changed the equation.
Testing the same approach over and over gets the same results over and over
Test creative, drill down, know what works.
![Page 12: Seven Habits for Winning at Direct Marketing With Credit to Steven Covey.](https://reader036.fdocuments.net/reader036/viewer/2022062518/56649ecb5503460f94bd99c2/html5/thumbnails/12.jpg)
Habit 2: Begin with the End in Mind
A strategy focuses your testing on what you want your business to be and do.
If you don't visualize what you want, you leave it to competitors, circumstances and your winning offers to shape your business by default.
![Page 13: Seven Habits for Winning at Direct Marketing With Credit to Steven Covey.](https://reader036.fdocuments.net/reader036/viewer/2022062518/56649ecb5503460f94bd99c2/html5/thumbnails/13.jpg)
Vision Matters (So Does Execution)
![Page 14: Seven Habits for Winning at Direct Marketing With Credit to Steven Covey.](https://reader036.fdocuments.net/reader036/viewer/2022062518/56649ecb5503460f94bd99c2/html5/thumbnails/14.jpg)
Think Big and Figure Out How to Get the Money to Do It.
Vanguard and Fidelity Your father bought mutual funds from a
commissioned salesman. Your kids will never see one.
Buying direct is mainstream
GEICO and Progressive Made themselves the #1 household names Made buying direct mainstream
Invested $5 - $10 Billion since 2000
![Page 15: Seven Habits for Winning at Direct Marketing With Credit to Steven Covey.](https://reader036.fdocuments.net/reader036/viewer/2022062518/56649ecb5503460f94bd99c2/html5/thumbnails/15.jpg)
Thinking Big
![Page 16: Seven Habits for Winning at Direct Marketing With Credit to Steven Covey.](https://reader036.fdocuments.net/reader036/viewer/2022062518/56649ecb5503460f94bd99c2/html5/thumbnails/16.jpg)
Execution Matters
Vince Lombardi and John Naioti Blocking and Tackling
Answer the phone Close the sale Follow up on underwriting and policy
issue “Bocci Balls”
![Page 17: Seven Habits for Winning at Direct Marketing With Credit to Steven Covey.](https://reader036.fdocuments.net/reader036/viewer/2022062518/56649ecb5503460f94bd99c2/html5/thumbnails/17.jpg)
Habit 3: Put First Things First
Say “no” when necessary to focus on your highest priorities. Recognize that not doing everything that
comes along is okay.
![Page 18: Seven Habits for Winning at Direct Marketing With Credit to Steven Covey.](https://reader036.fdocuments.net/reader036/viewer/2022062518/56649ecb5503460f94bd99c2/html5/thumbnails/18.jpg)
Prioritize
![Page 19: Seven Habits for Winning at Direct Marketing With Credit to Steven Covey.](https://reader036.fdocuments.net/reader036/viewer/2022062518/56649ecb5503460f94bd99c2/html5/thumbnails/19.jpg)
Make Time for Big Opportunities
.
![Page 20: Seven Habits for Winning at Direct Marketing With Credit to Steven Covey.](https://reader036.fdocuments.net/reader036/viewer/2022062518/56649ecb5503460f94bd99c2/html5/thumbnails/20.jpg)
Follow the Money
“Deep Throat” famously told Woodward and Bernstein, at least in the movie version, to “Follow the Money”.
![Page 21: Seven Habits for Winning at Direct Marketing With Credit to Steven Covey.](https://reader036.fdocuments.net/reader036/viewer/2022062518/56649ecb5503460f94bd99c2/html5/thumbnails/21.jpg)
High Life Time Value Customers
High Premiums Good Persistency Cross Sell Opportunities
Leading Examples USAA AMICA
Medicare Products
![Page 22: Seven Habits for Winning at Direct Marketing With Credit to Steven Covey.](https://reader036.fdocuments.net/reader036/viewer/2022062518/56649ecb5503460f94bd99c2/html5/thumbnails/22.jpg)
High Life Time Value Customers
.
![Page 23: Seven Habits for Winning at Direct Marketing With Credit to Steven Covey.](https://reader036.fdocuments.net/reader036/viewer/2022062518/56649ecb5503460f94bd99c2/html5/thumbnails/23.jpg)
Build a Better Mousetrap
The biggest direct marketing businesses are “Take Away” sales
Auto, Medicare, etc. Competitiveness matters.
Price and benefits Know why you will win your share of
comparisons.
![Page 24: Seven Habits for Winning at Direct Marketing With Credit to Steven Covey.](https://reader036.fdocuments.net/reader036/viewer/2022062518/56649ecb5503460f94bd99c2/html5/thumbnails/24.jpg)
Habit 4: Think Win-Win Three vital character traits:
Integrity: sticking with values and commitments
Maturity: consideration for the ideas of others
Abundance Mentality: there is plenty for everyone
![Page 25: Seven Habits for Winning at Direct Marketing With Credit to Steven Covey.](https://reader036.fdocuments.net/reader036/viewer/2022062518/56649ecb5503460f94bd99c2/html5/thumbnails/25.jpg)
Win-Win
![Page 26: Seven Habits for Winning at Direct Marketing With Credit to Steven Covey.](https://reader036.fdocuments.net/reader036/viewer/2022062518/56649ecb5503460f94bd99c2/html5/thumbnails/26.jpg)
But Some of My Best Friends Are Actuaries
You can’t afford silos!
![Page 27: Seven Habits for Winning at Direct Marketing With Credit to Steven Covey.](https://reader036.fdocuments.net/reader036/viewer/2022062518/56649ecb5503460f94bd99c2/html5/thumbnails/27.jpg)
Habit 5: First Understand, Then Be Understood Most people first seek to be understood
Because you have a point you want to get across. And in doing so, you may fail to connect with
your audience. You filter everything through your life experiences,
your autobiography.
There can be a role for consumer research in direct marketing. Not a substitute for live testing.
![Page 28: Seven Habits for Winning at Direct Marketing With Credit to Steven Covey.](https://reader036.fdocuments.net/reader036/viewer/2022062518/56649ecb5503460f94bd99c2/html5/thumbnails/28.jpg)
Understanding through Market Research
.
![Page 29: Seven Habits for Winning at Direct Marketing With Credit to Steven Covey.](https://reader036.fdocuments.net/reader036/viewer/2022062518/56649ecb5503460f94bd99c2/html5/thumbnails/29.jpg)
Marketing Language = Customers Language
![Page 30: Seven Habits for Winning at Direct Marketing With Credit to Steven Covey.](https://reader036.fdocuments.net/reader036/viewer/2022062518/56649ecb5503460f94bd99c2/html5/thumbnails/30.jpg)
Habit 6: Synergize
Synergize is creative cooperation.
It's a process, and through that process, people bring all their personal expertise to the table.
When people interact together, and are open, they gain new insight.
Valuing differences drives synergy.
![Page 31: Seven Habits for Winning at Direct Marketing With Credit to Steven Covey.](https://reader036.fdocuments.net/reader036/viewer/2022062518/56649ecb5503460f94bd99c2/html5/thumbnails/31.jpg)
Spreadsheets Meet the “Arts”
.
![Page 32: Seven Habits for Winning at Direct Marketing With Credit to Steven Covey.](https://reader036.fdocuments.net/reader036/viewer/2022062518/56649ecb5503460f94bd99c2/html5/thumbnails/32.jpg)
Habit 7: Sharpen the Saw
Sharpen the Saw means having a program for growth and self-renewal. Insert Plug for Next JCG Conference.