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.