Why Use Direct Mail?

Dear Friend,

I don't have to tell you all about the choices you have to dump your hard earned money when it comes to 'getting the word out.' You have print options like your local daily newspaper, trade publications, newsletter dealing with your industry, electronic media like radio, major TV networks like ABC, NBC, and CBS, oodles of cable TV and of course the Internet and it's gamut of possibilities like Ad Words, SEO, article marketing and on and on. Of course I'm just scratching the surface here. The options are nearly endless.

So with all these advertising media possibilities why in the world would you spend money on direct mail? OK, that's a fair question and I'm going to clear it all up for you.

Direct mail is big, big business. More money is spent on direct mail than on magazine space, TV or radio. Of all these only local newspapers got a bigger piece of the advertising pie . . . to the tune of $$$$ billions.

What's more Jonathan Barnard, head of publications at ZenithOptimedia predicts direct mail spending will increase 3% to $50 billion. “At a time when advertisers cut heavily, direct mail was still relatively strong because there was a steady return on investment,” Barnard said. While the popularity of the Internet introduced new advertising models that disrupted print ads in periodicals, “that's not the case with the way mass marketers use direct mail,” Barnard, said.

This is especially useful to small business owners who must count every dollar spent on all marketing campaigns. Small businesses do have the deep pockets most large conglomerates have so they are looking for ways to generate the most “bang” for the buck.

Enter direct mail. Now when I say direct mail I not only mean literally using direct mail perse but also direct response type marketing.

Let's look at some of the advantages of using direct mail.

Rifle or Shotgun. Choose your weapon. Using direct mail is like having a rifle compared to TV, space advertising or radio . . . which is like using a shot gun. Try getting decent results with that approach! You waste a lot of bullets trying you reach the masses.

Direct mail, on the other hand, lets you precisely target your audience by whatever parameters you need. For example if you want to reach suburban white families who have 4 kids, have incomes of $65,000, drive a Tahoe, and eat Wheaties for breakfast . . . well you can probably find a list. Not to mention nearly any other geographic, financial, demographic or psycho-graphic parameters you're needing.

“Catalog Mall On Your Shelf.” Yup, that's what Denny Hatch calls it in his excellent book “Million Dollar Mailings.” And that's a brilliant way to describe the convenience that direct mail lends. You don't have to fight the traffic in or out of the malls when you shop. And you can find practically anything you want in one or more catalog. Just pick up the phone and call. Your order is on the way pronto.

Folks like getting direct mail. I know, I know. People bitch and whine about all the “junk mail” they receive. But on the other hand they basically like it. We all enjoy going to the mailbox and getting our catalogs, letters from Aunt Sally, and yes . . . all that interesting and unusual “junk mail” too. It makes us feel happy, important and sometimes even special.

Fly under the radar. Want to test a “secret” offer, promote a special cause or influence public opinion? Direct mail steps up to plate and hits a home run for you. No angry mobs or riots at your cause, no fiery speeches at the podium, no confrontation—at all. Direct mail allows you to fly past all of this. No other media offers should privacy. Your competitors will never know. Only you the sender and your reader knows about this special offer. Try working this using TV or imagine putting your offer out in public. It'd be a disaster!

Here's you golden opportunity. Small businesses and entrepreneurs earn millions by using direct mail. You can too. Personally I believe that direct mail offers the most economic way to reach and communicate with your clients and prospect. You do have to go about it the right way. You need to do your homework and learn how to properly use direct mail. If you will do this, the results will be great.

Warmly,

Emette Massey

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