The Direct Marketing Model: Desire
After creating awareness and interest by mailing out postcards, card mailers, invoice printing, or statement printing, your potential customers will begin to believe that they either need or just want your product or service. You will have successfully convinced them that your product was made just for them. This is the third step in the direct marketing model known as desire.
According to Burns in Chapter 9 of “Entrepreneurship.com,” this is the step where prospects begin to be “serious” about your product or service. Burns says that, “At this point, prospects may request additional information. In the case of an impulse buy, a prospect may even purchase the product immediately. Those who don’t buy can still be considered qualified prospects.”
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