Let’s Just Send Out A Catalogue Sheet To 100 People And See What

by admin on July 4, 2010

You’re not convinced direct mail is the way to build your business, but you’re going to give it a try. You send out 100 pieces and see what happens. That’s really a weak attempt or unplanned direct mail effort. That type of effort will definitely convince you that direct mail does not work. Even though direct mail is more flexible than any other type of selling and marketing, you can’t just throw together a sheet and send it out in an envelope and expect from 100 names to gather all this new business.

Direct mail is based on percentages and carefully constructing the correct type of target message and sending it out through the right medium to the right market.

Many good direct mail advertisements might not generate a single response if mailed to only 100 potential customers. If you hope for a 2%, 3%, 5% response, the first 100 mailers might not get a single reply, but the next 100 might get a rate of 10%. You need to use a big enough test market of 1,000-2,000 to get your desired response.

Just because you can mail anything out doesn’t mean you should. A catalogue needs to be written to good specifications. Direct mail materials are written and designed from the ground up. You want prospects to respond in different ways to ads in newspapers than they do to a message inside an envelope addressed specifically to them.

As you can see, there are many myths about direct marketing, but it can work for your business. That’s what this course is about – teaching you how direct marketing and direct response type of advertising can work for your business.

Direct Mail

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