Direct marketing enables its user to control their marketing and sales destiny. Write their own ticket so to speak. Why? Because selling your product direct to your customers, gives you a connection to the very people who support your business, your success. There is no one between you and your customer. You control the communications, the sales, the customer service, future offers, flow of money, every aspect that makes up your relationship with your customer. The rise or fall of your business will depend upon how you manage that relationship. Will you nuture it or will you exploit it? Will you make it a life-long or long-term relationship, or "will you bite the hand that feeds you"? Its all within your control, and it all depends on your intentions, marketing savvy, and intelligent management of resources.

Establishing a successful direct marketing project will also be your calling card to all other avenues of sales and distribution. When you can show thousands of direct sales accumulating every week to distributors who may carry your products, will this open those doors?

Resoundly, YES! Getting your products on the retail shelves will be the goal of the store buyer, rather than you trying to convince stores to carry your products. International marketing companies will want to showcase your products overseas, because your success is a proven winner in the USA. The numbers and sales prove it, and every distributor will want your product. Additionally, it is a long established fact that for every sale you make directly through TV, radio or print there are 8 sales ready to happen at retail. Through the ongoing exposure of your product selling directly, you literally create a demand at retail, and the stores are eager to meet that demand.

Since you are tracking and monitoring the success of your advertisements on a daily basis, you can market test what drives sales or "what works and what doesn't". The numbers tell the story, your sales will give you the clues to improve your marketing and sales performance. Constant testing, tracking, improvements, and retesting will lead you to greater and greater levels of success. This not only happens with getting new customers, but also selling to those customers over and over again, and improving your business relationships with that customer.

What other form of advertising either pays for itself immediately or even makes money? In the eighties and nineties when infomercials and direct response spots were more rare and media costs were less, a successful campaign coud generate millions in profits. Still that potential exists, however today our expectations have been modified. We want to see profits because this will give life to the advertising value of airing your commercials. "The more you tell the more you sell"- especially in retail.