When we look at how people are using Internet, there are basically two types of people who use Internet for shopping. The first type is they know what they want and try to find out where they can buy on Internet. The second type is they want to buy something but don’t know what to buy. Who are they? The best example is people who shop for gift giving.

In general, when you buy something for yourself, you know what to buy, but don’t know price and place. So you go to Google to search shopping sites. For people who shop for gift, they may not know what to buy to fit their friends’ styles, not to mention what they can search using search engine. Perhaps, only word they can search is gift. Therefore, a gift giving sites can guide them to shop better gifts for their friends.

Don’t forget those people who visit gift giving sites are willing to spend money. They are not just looking for product or background information. They are not doing web research. They have intention to buy something. This is what you want.

Moreover, gift giving site can sell a little bit more expensive, or call upscale items. People may buy cheap things for themselves, but they won’t buy cheap things for their friends. Otherwise, you won’t see people borrow money from banks or credit cards for gift giving.

As I said before, some visitors may not even know what is correct keyword they should use to search. If you sell something that is unique or product type is new, then how can you expect people can search your site using correct keyword?

Direct Marketing works!

Why? It works because it's personal. It carries a message, answers questions and gets orders. Direct Response Marketing works because it is 'conversation in writing'.

It works because, no matter what you have heard, read or believe ... most people look forward to personal communication. They like being treated as a person - as an individual.

So, if Direct Response Marketing is so powerful, how can we as marketers use it effectively? To keep business we have ... to find new business?

As with most disciplines, these powerful 'Direct Marketing Numbers' are common sense. Here's a list of a few 'Numbers' to make your Direct Response Marketing work for you:

60 - 30 - 10 A full 60% of your Direct Marketing success is making certain your message gets to person who can buy what you have to sell. It's very easy for wrong person to say 'no'.

An offer will be 30% of your Direct Marketing success.

What's an offer? It is a reason for your prospect to do business with you. It's urge to action. It's an incentive to get your audience to raise their hand. To indicate a willingness to talk with you. It's a reason to respond.

The 10% remaining is creative. Not unimportant ... certainly less important. And although it is fun part of marketing - without a clearly identified audience and a sound offer - your creative has little chance of giving you a winner.

Now, once you've clearly identified your marketplace and put together an offer of interest - how DO you get your Direct Marketing message read, heard, seen, understood and acted upon?

A few more 'Powerful Numbers'...

Lucky 13 Write your message for a 13 year old reading level.

Television news, morning newspaper and by far majority of our conversation is at a 13 year old reading level.

Exceptions? Sure. The Wall Street Journal is written at a 17 year reading level.

11 Keep your opening paragraph to 11 words or less.

Yes, I did say paragraph!

Why? Because, by opening quickly you slip your reader into your full message. Make your letter, your brochure, print advertisement - everything you write - easy to read. A quick beginning helps.

14 All your sentences should average 14 words or less.

The best way to write short: use a period. Yes, every so often insert 'dot'. It works. And it will help you get read.