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Dobkin’s Top 10 Direct Marketing Recommendations for a Tough Economy

February 26, 2009 By Jeff Dobkin
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5. Go ahead, make a ridiculous offer.
Don’t be afraid to call and make a lowball offer.  You might not get it at that price, but you might wind up paying much less than list.

4. Remember that not everyone is in a recession.
Not every industry suffers.  Some industries flourish in recessionary times.  Head over to those markets.  “Studying the markets” has meaning outside of the traditional mumble jumble of the stock market — where, you know, your investments just tanked.

3. Some firms you dislike are in the blender — enjoy it.
If only the phone companies, big software companies and computer-hardware firms would get out from under their foreign-made products, poor service and unpatriotic out-sourcing of telephone help lines offshore to people who, when the going gets tough, hang up on you.  Was there really a reason I was on hold for over an hour besides, “We are experiencing higher than normal call volumes?”  How about, “We need to increase our telephone staff to actually give you quality service.” Doesn’t that fit a little better?  And I have no sympathy for the firms that tell you your 30-day-old software product is no longer supported without their special “extended-care” plan, which you can now purchase for just $199.95.  

Yeah,  there are some firms I’d love to see go belly up.  Or am I out of bounds here?  Get even in the new year — buy from the smaller firms in the USA that really do care.

2. Hang in there.
Shorten those pledge cycles.  Market with greater accuracy and effectiveness to reduce costs.  Test-mail smaller cells, and read and interpret results more closely.  Mail more frequently to your current donors — they already know you and like you.  Mail to them just to say hello or to let them know how their money is being spent. Don’t be foolish in your marketing, but don’t be afraid, either.

1. And stay cheerful.
Reminds me of a sign I saw: “Cheer up — things could get worse!”  So I cheered up, and, sure enough, things got worse. Seriously, if it ain’t fun, do something else.  Life’s short — work hard, play hard, have fun.

Jeff Dobkin will now take your questions.  E-mail him at Jeff@Dobkin.com.

Jeff Dobkin, who has written five books on direct marketing, is a direct-response copywriter specializing in increasing donations, donor loyalty and customer acquisition. www.dobkin.com


 
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Most Recent Comments:
Dylan - Posted on April 12, 2009
Thanks for the great advice! So many companies/people cut their marketing hard or completely in a bad economy. Marketing is important, even if it's effect is not as direct as other departments.
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Archived Comments:
Dylan - Posted on April 12, 2009
Thanks for the great advice! So many companies/people cut their marketing hard or completely in a bad economy. Marketing is important, even if it's effect is not as direct as other departments.