Once upon a time, I used to work as a direct response copywriter in a financial services company. The business model of which was rather revolutionary, modernistic and in a class of its own considering in the Indian market.
Why? This was the only Indian company that I know of that ran its business solely on the merit of its direct response marketing prowess. For the curious-minded, it was a subsidiary of Agora Publishing.
Thankfully, to the Universe that moves and arranges our lives and destinies, I was a direct response copywriter in that company. I worked there for a total of 7 years. A long time, that is. What did I learn?
THREE THINGS I LEARNT DURING MY STINT:
– Ensure your product is of elite quality. Even the world’s best marketing cannot save you if your product does not “wow” your customers right away.
On second thought, the offer counts even more than the product. Your offer (or your promise) should align with the interests of your target audience. Always.
– Measure your campaigns, again and again. Traffic and conversions. Which traffic source is the most targeted of all? Which opt-in widget is converting the best on that landing page? Is the email open rate and CTR tapering off by the end of the gauntlet?
Everything that can be quantified should be quantified. That’s the first rule of digital marketing business. That company practised it to the T.
– Know thy customers AND your competitors. If you don’t know your customers’ wants and needs, what they value and how they make purchasing bets, your competitors will. They are already figuring out the best pricing points, the promotional tactics and product features that stick in the target audience’s minds.
Market analysis and competitive research is a never-ending process: an integral part of marketing, be it B2C or B2B segment. Never stop spying … Intel is the new currency!
These are the three things that I learnt from my lengthy stint at that company. Trust me when I say that it runs one of the most successful marketing departments in the whole of India.
After all, what is a business… if not to sell wants, needs and desires to those in expectation of the same?