It recently occurred to me that there are many rules for direct marketing, but none (that I know of) for services direct marketers.

So even though I often agree with David Ogilvy that “rules are for the obedience of fools, and the guidance of wise men (and women),” I would like to set down the rules for services direct marketers.

These "rules” are the result of years of practice in direct marketing, including many mistakes on my part. They're personal rules, but I pass them along to you so that you can avoid making these mistakes for yourself and your service firm.

1. Respect Your Audience

How should you think about the people to whom you're marketing?

The average services direct marketing agency has 20 to 40 clients. The average services client has only one agency. They deserve your very best efforts, your knowledge and your best and most-informed advice.

Members-Only Premium Content   

• Free Webinars: Access all recorded webinars (full members attend all live webinars free).
• Free Tools and Guides: Receive all how-to guides and tools sold in the RainToday Store free.
• Research and Reports: Receive 20% off all research and benchmark reports.
• 1,000+ Articles: Access over 1,000 professional services marketing, sales, and leadership articles.
• Exclusive Premium Content: Access members-only interviews, templates, and case studies.