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Thereare 3 major differences where direct marketing, also known as relationshipmarketing veers sharply away from traditional marketing and advertising. You'll see why it's the most cost effectivemethod any business can do. But especially small business because let's face it– you'll never have the money to throw at marketing and advertising that BIGbusiness does.  And the good news is you don't have to. Theseproven principles will work on or offline across the board, for any business,in any media, with any product or service.  But first let's be clear that directmarketing is not just direct mail. It includes mail of course, but that wasjust the beginning it's now expanded to include all the mediums availabletoday. Remember the media is just the delivery method.  So here's the 3 major differences betweentraditional marketing and advertising AND direct marketing using directresponse advertising. The firstis - Direct Marketing is based on a one-on-one customer relationship whichgives the ability to have 2-way communications. Unlike traditional marketing direct marketingrelies on dialogue. We all know that people do business with people they know,like and trust and that is best achieved by building the relationship. So it'snot the "catch and kill" approach here. Getting the contact details of yourprospective customer is goal number one because it puts you in control of thecommunication process. You are no longer at the mercy of the crowdedmarketplace when you are "talking" to your list. It's also easier to find more people likethem. The secondis - Direct Marketing always has a call-to-action so the customer is asked todo something. And that's because you "ask" themto take the action you want them to take – either request more information orplace an order immediately.  Whatever isthe next logical step in your sales process. In fact it's called "a callto action" or "asking for the order" which doesn't happen in thetraditional advertising model. You see there are actually 2 types ofadvertising. The dreaded awareness advertising and thechampion "direct response".  It's important to understand this because thebiggest mistake I see small business owners make is they copy big businesses.You won't make this mistake now you know about direct response advertising butnaturally people think that big companies are successful so they must know whatthey are doing and they "copy" their type of advertising. It's thelast thing you should do. Big companies use Awareness advertising whichis image based advertising or brand awareness. These big companies, with wellknown brands have expensive ads that aren't really selling they are promotingtheir brand trying to get you to "feel good" hoping when you are outin the marketplace making a buying decision, you'll remember them.  They never ask their customer to do anything– think about all the ads you see on TV. It takes many years and many millions of dollars to make an impact. Sodon’t waste your money on this. You need ads that sell NOW. And we've all seen those print ads that don'task the reader to do anything – just check out the yellow pages. People paymany tens of thousands of dollars for just one advertisement, depending on thesize.  And what do they do? Put a big fat logo at the top, boring featureafter boring feature in bullet points and a phone number at the bottom. Allabout the company and product and NOT about the customer. Direct response ads, on the other hand areall about the customer, their needs and problems because your customer islistening to radio station WIIFM or What's in it for ME. And they offer a solution,make an offer AND ask the customer to "respond" using a call toaction. It's obvious the difference this must have onyour advertising response and now that you know this you'll never look atadvertising the same way again!  The thirdthing is - Direct Marketing results are measurable which means you know whatworks and what doesn't. Unlike mass advertising you can make an offerin any media and track the results. It's simple. So once you know what worksand what doesn't you can test other ads or media to try to improve the resultsand increase your profit margin. Tracking can be simple or sophisticateddepending on your systems and resources and will vary for online and offlineactivities. But all you need is a way to identify where the responses came fromand count them.  You can have proven, predictable results tobuild your campaigns on and who wouldn't want that?