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For direct response marketing to work, you need a combination of a strong sales message and an offer. In one-way or another, you must ask for the order (or at least for a response, an inquiry). Advertising that merely "influences" or gives the recipient a better feeling about a product or service, or creates brand awareness, is not direct response marketing. A direct response message should entice, cajole, promise wealth, health and happiness-all for a very special price is the customer "acts now". And, you have to know your customers well enough to ask. You have to have a feeling for your customer. You have to know how to position your product, to extract the benefits from the product features, and build images using the right words and pictures. You must identify with the customer. You must be credible. You must talk like they do, sound like them, feel the way they do, and know the things they know. Successful direct marketers place themselves in the customer's shoes and understand which emotional buttons to push.
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