Sure Fire Direct (Ebook)

The S.U.R.E.-Fire planning process is based on a review of over five hundred direct marketing campaigns that produced more than nine hundred thousand sales leads for more than forty-three companies in twenty-two industries. These campaigns produced by Kern Direct Marketing represent a combined advertising investment of more than $40 million, made on behalf of my clients during a twenty-year
period.

The day-to-day, hands-on, in-field experience I have gained by implementing lead generation programs and closely monitoring their results has enabled me to create the S.U.R.E.-Fire process. The S.U.R.E.-Fire acronym stands for:
Strategic planning
Understanding for empathy
Response management
Execution excellence

The S.U.R.E.-Fire planning process will help you accomplish two direct marketing objectives: First, the process will improve the quantity and quality of sales leads by identifying messages and offers that appeal most to potential buyers.
Second, the process will help to convert more prospects to sales faster. This is accomplished using best-business practices to capture sales leads, separate hot buyers from tire-kickers, and implement relationship marketing strategies to stay in contact with prospects until they buy.