What is direct marketing?
It's the artful, meticulous, slow process of persuading people to stop what they are doing to come and join you. It's an outbound effort. It's a personalized approach. A successful direct marketing campaign demands that you have something worth changing for, even quitting for. Because this kind of marketing isn't just a one-time effort. It's playing the long game. It's taking the time to build genuine relationships—earning trust and gaining attention—counting on the fact that your endeavor will compound upon itself over time.
Every great direct marketer knows that their job is to create problems, not merely solve them—which is also the job of a recruiter. The people you sell job opportunities to don't know what they don't know. They already have a job (usually). Then you come along and present a problem. Nothing stays the same at that point. They either quit and join a new company, or spend their time wondering about opportunity cost.
Which begs the question (for every recruiter—marketer): IS the problem you are presenting worth quitting for? It's the job of the recruiter, therefore, to not only understand who they are recruiting for but also be an expert on them. Believe in their mission and have a clear understanding of what they require to be successful. Otherwise, you might sell the wrong thing to the wrong person.
Here's the other thing: a good recruiter can probably sell you and convince you to join a company that's not a good fit, but a great one won't.