How to kill your brand - and maybe your business

I need a new elecric drill. Yesterday I went to one of America's largest and oldest retailers to try to buy one. I selected the model I wanted and took it to the nearest register. No one was around. I waited. I went to the next nearest register. This one was manned - but - "I'm sorry, I'm closing this register. You'll have to take it to that one over there."

My response, "I was just there and nobody was around."

Her response, "Isn't that terrible?" With that she zipped her cash bag, locked the register and walked away.

I returned to the first register, which was still unmanned. After a few minutes I laid the drill on the counter and left. Today I will buy a drill elsewhere. Every dollar this particular retailer spends on branding will be lost on me. In my mind the brand will always be, "lousy, indifferent service".

So what does this have to do with direct marketing? Everything.

Establishing trust is the single largest challenge you face when you're creating a direct marketing effort. You're asking your reader to act without seeing, sampling or touching whatever it is you sell. She will generally make that leap of faith based on your reputation, your guarantees or your testimonials.

If you are Orvis, Victoria's Secret or Time you have an established reputation. Most of you will build your reputation - your brand - one transaction at a time.

Your sales letter will have a solid offer and will make promises - product quality, delivery turnaround, refund policies - for example. You MUST keep your word. Don't promise anything you can't deliver and deliver everything you promise. In direct marketing, how well you deliver on your promises becomes the most important element of your brand.

You must be prepared and you must be diligent - anyone can slip up. I recently failed to meet a client's expectations. She has made no comment about it, but I know that I fell short and I have to assume that the next time someone else approaches her and offers to manage a direct mail campaign she'll listen a little more intently. So what do you do when you've disappointed a customer? You work harder than ever and exceed expectations. You must OVER deliver.

Repeat business is your lifeblood and my mantra for new direct marketers has always been, "Make the second sale." You can't do that if you foul up the first sale.