WOW!! Did I get your attention? Now that's the way to win friends and influence clients. Just insult everyone. I am reading the book "Your Marketing Sucks" by Mark Stevens. I never heard of it until yesterday. Run out tonight buy the book and kick your competition's a*s. Are you kidding me this book is great!!
More importantly it hits the real issue regarding Marketing/advertising/direct mail. That is? Most or all of you don't have a plan. The usual comment, Plan to succeed or Plan to Fail". Without a plan you fail!
Before we talk about direct mail lets talk about a very important issue. Which is that most dealers don't have a marketing plan. They have no idea what they want to achieve with there marketing and or advertising programs. As such they also do not have a budget specifically defined nor do they have an established method for measuring success. Your budget and plan are your road map to success. If you don't have either of these in place it is very difficult, costly and frustrating to use direct mail and not understand why it is not successful. Or any type of advertising for that matter.
In my next post I'm going to talk about the budgeting process as well as a system to track results. Have a great night!!
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