7 Principles of PURL Marketing

1.    Begin with the Desired Action: Each campaign starts by defining a desired action for a specific audience within the industry and plan backward from there.

2.    Make it Highly Relevant: Deliver the message that appears “natural” from the audience’s perspective. Offer compelling benefit exchange and appeal to their values.

3.    Make it Inescapable: Deliver the message by Postcards, by Landing Pages and by Emails. Nothing can replace the power of “Reach and Frequency”.

4.    Stake Out a Unique Competitive Position: The marketing campaign must be designed to reinforce the unique competitive position of your product. The messaging must be uniquely positioned in order to stands apart from the crowd.

5.    Extend the Brand: Project why your product or service offering is the best option over the alternatives.

6.    Make it Viral: Try to encourage recipients to help spread the word and reward them for making referrals that results in leads or conversions.

7.       Test, Optimize and Test Again: Version the campaigns as appropriate and track the responses. Fine-tune as needed on the fly and measure the results. Repeat as necessary.