SEVEN RULES FOR DRTV SUCCESS
by Dick Wechsler
President, Lockard & Wechsler
In almost 40 years of planning, buying and analyzing DR media campaigns for large
companies like Reader’s Digest and fast growing companies like Idea Village, Lockard &
Wechsler has formulated seven basic rules that will lead to your success, no matter what
product you’re selling, no matter what medium you’re using.
Make empirical, not emotional, decisions.
And base them on cold, hard, timely facts.
2Numbers are everything. They don’t lie. But they do have to be handled by
experts so they give up their secrets and provide meaningful direction.
3Programs should work the first time, every time. In the right hands, results
can always be improved, but not enough to resuscitate a program that’s dead on
4Frequency is the benefit of success, not the key to success. An expert direct
marketing agency will help you run a successful campaign for all it’s worth, and
advise you not to throw more money to the dogs.
5Never force anything. You can’t beat down a cycle. The key is in knowing
what the cycles are and going with the flow.
6Don’t waste time; opportunities are fleeting. A great media agency will be
able to identify them and pounce on your behalf.
7DR is a science. The discipline will lead you to success. Run hard with the
winners. Cut your losers ruthlessly. Always take advantage of all the analytical
tools and expertise available to you.
To give your campaign its greatest chance for success, come to an agency that knows the
rules for success. Lockard & Wechsler.
You’ll benefit from decades of experience in all DR media, including short-form TV,
long-form, radio, direct mail, FSIs and print.
Your media will be placed by senior people who have the long-term relationships
necessary to get the best deals.
And your campaign will be managed with MediaPro™, our proprietary planning, buying
and tracking system that enables us to dynamically track and analyze print, direct mail,
broadcast and interactive campaigns.
One more thing. Your business will grow with an agency
that actually believes in direct response ads like this, rather
than one that reverts to awareness ads to
So if you’re looking for a direct marketing agency,
call Dick Wechsler now at 914-591-6600.
And make your next campaign a successful one.