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Another important aspect of identifying your market is determining their specific buying habits. When you’re considering the purchasing habits of your potential customers, you’ll want to know the following information regarding the product you’re selling:

• Where do customers typically buy this product? Suppose you’re introducing a line of deli foods that you’d like to sell through the mail. Traditionally, customers would buy deli items at a deli. You’ll need to address this obvious objection to purchasing through the mail in your advertising materials. In addition, knowing that there are alternative sources of supply will help you in determining pricing, developing unique benefits, and structuring your offer.

• Are purchases seasonal or special occasion? The answer to this question will help you plan your mailing strategy. Obviously, if you’re selling Christmas items, you won’t be mailing in June; neither would you mail in December, which would be too far into the holiday season. You might, instead, opt for a late October mailing date. Seasonal considerations also apply to swimwear, educational materials (which often see low sales during the summer months), and gardening supplies.

• Is purchase premeditated or impulsive? Direct mail works best for selling impulse items. Premeditated purchases (e.g., cars) lead consumers to local retail outlets. They don’t sit around to wait for a brochure to show up in their mailbox.

• How does your price compare with competitors? Pricing is a major consideration, as it forms the basis for your offer. Know who your competitors are — both your direct mail competitors and alternative sources of supply. If a consumer can conveniently buy a very similar item locally at a good price, your direct mail offer may not have much appeal. You’ll need to structure an offer that points out the benefits of your pricing, fast delivery, etc., to woo them from more traditional sources of supply.