The benefits of running a direct response campaign is that you can start selling your product fast. The disadvantage of a direct response campaign is that you'll get little time to convince your prospect. In less than 10 seconds you will need to communicate what your product is, what it's unique benefits are and why you really can't live without it and should buy it right this minute.

That is quite a lot.

Failure to communicate all the concepts I just mentioned can happen for three reasons:

- The media you use targets people who would not naturally be interested in your product

- The advert is not clear in communicating what the product is and what it's amazing features are.

- The product has not been developed yet to that critical stage where it is a must have.

In this article, we'll be concentrating on developing your product for impulse purchase.

What makes your product a must-have? No, I am not asking you to start trading bread and water. Cute black and white square balls that look like pigs could be just as vital to your survival - the odd product I mentioned is currently all the rage in Japan. What makes it essential is that the marketing team pushed the pigs as a must-have fashion item for teenage girls. It now comes with a plethora of add-ons which can be purchased individually. This is a trick that marketers call 'adding perceived value'.

Whether perceived or real value, it is the added value and the context in which you present your product that will make it must-have.

Developing my product's must-have qualities. A candle is just a candle. If I were to say to you that I wanted you to create a direct response campaign that could sell my candles all over the world, you'll probably grumble and tell me it is impossible.

It is not. The real problem is that the product as it is, is too common. It needs to be developed.

We could start creating romantic candle packs. Get yourself a pack of candles, some of which scented, others in a heart shape, maybe a little set that spells out I love you - whatever we can come up with. Maybe we throw some massage oil in too. Now that we have a compelling product that differs from all the other candles, we can start thinking about the message. Send out a mailer, asking why the couple shouldn't enjoy a romantic night in? Is it really worth it booking a table for Valentine's in an over crowded restaurant, with the bar staff hovering around you because they want to clear the table as quick as possible for the next couple.

The mailer makes suggestions for a romantic night in: surprise her with a candle lit dinner at home, and give her a full body massage.

We could create candles for long hot summers: big candles in windproof hanging containers for outdoors, a bit like Chinese lanterns, infused with insect repellent such as citronella. Or maybe we create candles for the festive seasons: special Christmas and Halloween candles.

All of a sudden the candle business seems quite a lucrative direct response market.

Understanding the context in which your product will be used will help to make it highly relevant.

Always remember, the product should sell itself, the marketing just raise awareness of its existence and benefits.

Get busy Before sending your product out there in the big bad world, sit down and think what value you could add to it.

Think about the frame of mind your customer will be in when you send him your direct marketing message - the media on which you advertise, be it TV, radio or outdoor will already have influenced his mind. The time of year will have had an effect. Use all of these influences as an asset. Build your 'add-ons' around this. In our candle example, it was changing the design of the candle.

Think about how customer's bias would alter perception of your product. How do they classify it? Challenge their believes. Candles aren't boring - they are exciting at Valentine's, they are useful insect repellers, they bring relaxation and atmosphere when you take a bath.

Think about who your customers are. Is there a specific candle they needed and never had? For instance: a candle pack for newly-weds. Romantic candles, aroma candles, candles for the bathroom, naughty candles for the bedroom, candles for the patio, candles for the basement, next to the fuse box when the lights go out, one that comes with a built-in device that helps you light the candle (it's murder looking around for matches when the lights are down).

I'm not going to bore you with my candle industry parallels. Think about your product in a new way, find the add-ons, re-invent it for all your different demographics and invigorate your product.