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"You can catch more flies with honey than you can swat with a sharp stick."

In this analogy, the flies are your customers--very hard to catch-- and the product or service you offer is the honey. The question is: Are your offerings wonderfully irresistible? How can you make them so?

Quality is important, but in the current marketplace it is more important to know precisely what matters most to your customer. A "total quality" product may not be affordable; your customers may be happy with a lot less. Of course, customer service is a key, but that is no different than what your competitors are offering. What makes products and services truly irresistible is a unique differentiation-- something that the customer can't get anywhere else. For example, there is a self-serve gas station where the manager will pump your gas for you at the self-serve price. Now that's honey.

The sharp stick of Top Marketing Concept #1 is direct mail or email facilitated by database marketing. People will invest a lot in this form of advertising because they believe that sending a message by mail or email into homes or businesses insures that it will be noticed and read. Not so. You see, even with a pointed stick you can still miss your target. You need a swatter, a broader instrument. Some experts call that "integrated direct marketing" and they define such an effort as comprising print advertising in appropriate trade or niche publications, an 800 number, some telemarketing or personal selling efforts, perhaps some billboards or www banners, plus direct mail.

We recommend complementing your direct mail/email with other media. This builds your image and reinforces your message, and it is the interplay among various media that increases your direct mail/email response to way over the 2% which is the industry average for mailings that are not supported by any other media or efforts.

But first, start with the honey. Because you can point and swat all you want, but without honey, you may never catch the busy things.

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