Finally, a Way to Market Your
Book Fast and Make Money Too

Direct marketing promotion is different from other forms of marketing approaches by the direct exposure of the clients to the business message. The communications with customers thus remain direct via regular mail, email messages or telemarketing, depending on the situation. Prospects often receive direct marketing business materials and messages without having asked for them. For emails, this is spam, but the separation line is very thin here, and there are many subtleties at work.

Direct marketing business promotion also depends on the possibility to track the positive response from the consumer. Thus, an advertising message is considered successful when the prospects calls a free phone or visits a web site after having been exposed to the advertising message. This marketing approach started with the delivery of commercial ads to the consumers mail boxes, a practice which is still very much in use worldwide. And since this kind of junk mail proved profitable for direct marketing business promotion, managers have pushed things a little further.

What marketers cannot track is the negative impact on the consumers because the advertising message certainly offends some people from the targeted audience. Direct marketing business results depend on measurement, but the monitoring is neither complete not exact. Controversies have become more numerous with the upsurge of the Internet, and the emphasis on the illegal part of sending unsolicited mail messages.

The introduction of opt out links has partly solved the problem of this direct marketing business system. Automatic tools generate junk emails, but they also include some opt out links that allow the recipient to unsubscribe and stop receiving the messages. And it seems that spam receives a better management thanks to this opt out choices. Direct marketing business strategies have to grow around such issues in order to be profitable.

Catalogs, free trial CDs, advertising circulars and all sorts of other materials delivered to the consumers' mailboxes represent ways of advertising for a business following direct marketing precepts. Many businesses in the US and in Europe choose to send such materials through regular mail, since, the processing is really low cost. A different level of direct marketing business evolution is achieved when campaigns target only the clients in the databases that are more most likely to respond positively to the stimulation. But that is definitely a superior or above the average kind of approach.

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