Why I love My Junk Mail

By: Dan Kennedy on: April 20th, 2010 11 Comments

In my last post, I discussed direct marketing and gave you five different ways that it can be utilized including (but certainly not limited to) advertising in media, electronic media (Radio, TV, etc.), the internet, mail, telemarketing, and door to door selling.

Of all these direct marketing methods I’m most partial to direct mail. I like direct mail marketing for many different reasons including:

#1: There are lots of options regarding formatting costs.

#2: You get things directly into the hands of the prospect.

#3: At least for a brief moment you have the person’s undivided attention.

#4: It is completely results measurable.

#5: It can be combined with other marketing methods. And

#6: You can learn to do your own copy and graphic work.

There are several different ways you can use direct mail too, including acquiring or attracting new customers as a pre-approach prior to a telephone or personal call and to communicate with existing customers.

I suggest you immediately begin opening and reading all of your so-called ‘junk mail’ and building files for each the categories of uses I mentioned. Keep the pieces that strike you as interesting and effective.

Personally…I love junk mail!

Thousands of companies spending millions of dollars to educate me about savvy marketing techniques that I can adapt to my businesses. The big companies that do a lot of direct mail marketing are very sophisticated in their methods.

They employ the very best writers and consultants, people who often command anywhere from $10,000 to $100,000 just to write a sales letter. These guys are sharp. You can learn from their work. These companies test, test, test and test some more.

So your junk mail is bringing you the end results of collaboration between the brightest direct response advertising minds and the costliest small business marketing research in the country. I’ll dare you throw it in the wastebasket.

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    ABOUT THE AUTHOR:

    Dan Kennedy is internationally recognized as the 'Millionaire Maker,' helping people in just about every category of business turn their ideas into fortunes. Dan's "No B.S." approach is refreshing amidst a world of small business marketing hype and enriches those who act on his advice. For more money-making marketing tips, tactics and strategies, go to www.GKIC.com

    11 Responses

    1. This is something I learned to do some years ago – keeping “junk mail” to sue as ideas for future projects – always testing to begin with.

      I have seen some great pieces of mail that really captured my attention – and I have seen mail that is from the completely opposite end of the spectrum – awful!

      And as for using any type of sequential or “dunning” type of follow up – in my experience these are few and far between.

      Surely we must have great marketers here in the UK???

      Simon

    2. The best way to build your own “Swipe file” is saving the junk mail and old magazine ads that you come across that catches your eye.

      When I see a poster on the wall that catches my eye, I will stop and think about what is it about the advert that caught my attention? the headline? the photo? the offer itself? It’s something you should start doing as well.

    3. Charles Ra says:

      #1: There are lots of options regarding formatting costs.
      #2: You get things directly into the hands of the prospect.
      #3: At least for a brief moment you have the person’s undivided attention.
      #4: It is completely results measurable.
      #5: It can be combined with other marketing methods. And
      #6: You can learn to do your own copy and graphic work.
      great reasons for direct mail. thanks Dan

    4. I’ve been using this technique for years when it came to my e-mail. But this is a new idea for me in terms of my real junk mail. I will make sure to utilize it. Thank you, Dan.

    5. Rob Anspach says:

      Junk mail by far is the greatest resource (behind GKIC of course) for brilliant headlines to swipe and deploy later. Marketing is universal and once you understand how it works you can apply what others are using into your business.

    6. When I visit the post office, I always like to see the eclectic stuff that other people leave around.

      its amazing what people get in the mail that i wouldn’t even dream there was a market for.

      yarmulkes for dogs? they have that too. it says “I’m chewish” on it!

    7. Rob Anspach says:

      Not sure how I can use the dog yarmulkes in a swipe file… But it does show creativity … And how you can capture a new market by going after a certain type of clientele… Jewish dog owners.

    8. Charles Ra says:

      dog yarmulkes? interesting….

    9. My beautiful wife Michele knows better than to throw out any of the free marketing educational materials that arrive in our mailbox on a daily basis!

    10. Rob: “jewish dog owners”?

      Do you mean jewish people who own dogs, or people who own jewish dogs?

      Just wondering…

    11. Jack Fisher says:

      great comments as valuable as Dan’ ideas
      Thank you ladies and gentlemen

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