Planning the most effective communication strategy is something that's of utmost importance in direct sales and marketing. This is because it's the customer whose decision matters the most in direct sales and marketing. Hence communicating things in the proper and most effective manner to the customer is of utmost importance. While writing out something or typing out an e-mail or even an SMS message to be sent out to a potential customers, these are the basic things to be kept in mind:

• Have a definite plan in your mind. Have a clear idea of what you are going to say and to whom. That will help you a lot in choosing the right words and saying the right things.
• Never forget to highlight the benefits. As many direct sales and marketing specialists point out, it's always the benefits and not the products that are to be promoted and sold. This should be kept in mind during the planning of the communication strategy as well.
• Remember that you are trying to reach out not only to those who could buy your products, but also to those who may choose not to do so, for umpteen obvious reasons. But if your communication strategy is effective, you could succeed in winning them over at a later stage, and they would turn customers as well.
• Reach out to the potential customers on a regular basis. It's not enough to send them something and then sit back and relax. They are to be contacted on a regular basis and coaxed into thinking seriously about your products and its merits.
• Win over the trust of those whom you are trying to communicate. For this, you have to think from their perspective and see what's good for them and what's not. So, when you say something, the potential customers should be convinced that you are speaking out for them and not just trying to make profits by dumping your products on them. For this, sound realistic when you make your claims and statements.
• Be ready to give additional information. Your customers may need more information than that you are providing them. So be ready to give them more information on the products, their benefits and even the marketing campaign. For this you may have to go in for follow-up activities and also promoting your own campaign further, in different ways.
• Make your customers share information. Remember that those who are contacted and communicated by you can spread word about your company and products. So if there is any scope for making them share information about you to others, do that. You can request them to forward e-mails and text messages to friends and also give you names of friends and relatives who may be interested in your products.

These points have to be kept in mind while coming up with a definite and effective communication strategy, which is crucial for any direct marketing venture.