Are You Really Doing Enough to Improve Your Offers?
Direct marketers today spend an inordinate amount of time on media, lists and creative. While these all are important variables, sometimes we need to remember the most important variable of all is what you’re offering. We tend to get carried away with the excitement of new media, the infinite details of our circulation plans, and the development and testing of various creative packages. But all these things mean nothing if we don’t have an offer the customer wants.