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How to Know if Direct Mail Will Work for Your Business


Here's a great lesson that applies to direct mail. Ready? Some people say one thing and do the opposite.

In other words ...

One shouldn't pay attention to what people say they'll do as much as what they actually DO.

For example, it seems most readers of the National Enquirer don't want to admit they read it. Just ask people, "You read that tabloid stuff?"

"No way! Not me."

Maybe they're afraid of looking silly to others? Maybe their embarrassed to admit buying a paper with headlines like, "Brad Runs To Jen As Angelina Lays Down The Law."

Perhaps they fear people will think they're too shallow? Un-sophisticated?

Doesn't matter.

What matters to the National Enquirer, of course, is that millions of readers each week buy it. Whether folks admit to reading tabloids or not there are a whole lot of those papers being sold. So the old rule applies? Don't pay attention to what people SAY they do as much as what they DO.

What's this got to do with direct mail?

Plenty.

If anyone should LOVE direct mail it would be a magazine editor. Direct mail is used to sell millions of magazine subscriptions each year.

But check out what William Baldwin - - editor of Forbes magazine - - wrote in the July 4th 2005 issue:

"The junk mail industry, says Chana Schoenberger in the story beginning on page 90, is giving a new lease on life to Xerox. This firm sells a $500,000 color printer ideal for customized advertising circulars.

Junk is a lucrative sector of the ad business, with a $51 billion annual volume that dwarfs the outlays for magazine advertising. Lucrative, and wasteful. I don't know if the catalogs I get from Land's End cost more to make than the shirts, but surely they weigh more.

Between printing and mailing it costs at least half a buck to send a first-class pitch to someone. If 90% of the recipients chuck the envelope unopened into a wastebasket, then the pitchman is spending $5 just to get one advertisement read. Isn't there a better way of getting people's attention? ?"

Now? please ignore the fact Mr. Baldwin writes this even as he gets a Land's End catalog in the mail.

This means, of course, that either he, or his wife probably bought something from it. Which is why he continues getting a Land's End catalog in the mail regularly.

Also ignore the fact that direct mail sales letters have been used to launch prominent magazine-publishing empires over the years.

Mr. Baldwin says direct mail is lucrative (for the "junk mail industry") yet wasteful (for those using it) at the same time. Am I missing something here? Doesn't he know much advertising is "wasteful", and direct mail sellers only mail things out over and over again because it's profitable?

How many advertising dollars are spent (and wasted) targeting people who won't buy because they're not the right audience for the sales pitch? How much ad money is wasted paying for commercials on T.V. nobody watches?

Direct Mail is Targeted Marketing

There's no better? or more cost efficient way? of reaching those most interested (and most likely to buy) your product or service than direct mail. And after you reach the person most likely to buy you're able to hit all their emotional hot buttons. Give them all the reasons they should buy from you. Tell them your story. Person-to-person.

Is there any waste? Sure there is.

People live busy lives. Even if your sales pitch reaches the right person it may not reach them at the right moment in time.

They might not have time to read it today. Or this week. They might not be ready to buy again. Your pitch might end up in the trash before it even gets read.

Overall ... doesn't matter. Know why?

Because if you've mailed correctly a certain percentage of prospects are going to read your pitch. They're going to respond they way you want them to.

They're going to buy ... or call for more information ... or send for the free sample. You're going to be offering people something they want. Maybe even something that makes their life easier. Or helps them out in some way. Or lets them be more productive. Or enhances their quality of life somehow.

So how do you know if direct mail is good for you?

Well ? despite everything you may have read about response rates ? the test is simple.

First thing though ... forget about the fact everyone says they don't like getting "junk" mail. The majority of people who get lots of "junk" mail (and say they don't like it) get on mailing lists after buying something through the mail.

Now ?

Determine beforehand if a mailing can make money on paper ... then do a live test mailing. If, for example, you get a 16% response rate but your overall mailing costs exceed your net profits then your mailing is a failure.

Bottom line ? if your net profits from a direct mail campaign are a lot higher than your costs to do the mailing then you've got a winner.

Some direct mail companies run successful advertising campaigns with less than a 1% response rate. They mail millions of ad pieces. But their mailing costs are low relative to their huge profits - - even with low response rates.

Response rates aren't nearly as important as actual profit margins.

Small businesses usually can't keep mailing costs extremely low. If you don't mail tens-of-thousands of pieces you won't be able to get letters and envelopes printed in bulk for pennies-a-piece. Don't let that bother you.

If the numbers work ? and your product or service is priced right ? then maybe only a few orders out of every 100 sales letters will make money.

So what are you waiting for?

Sit down. Work the numbers. Do a test mailing.

I bet if you think about it hard enough you'll be able to figure out a way to make direct mail work for you. If you need some help contact me. And don't worry about what people say. Pay attention to what they do.

Joe Farinaccio is a direct-response copywriter. Joe specializes in writing sales letters and direct mail packages for small businesses. To learn how you can do direct marketing for your business, or get help with your sales letters and direct mail packages visit his website at http://www.sales-letters-and-marketing.com


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Tue. July / 23 / 2019

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LLC: Advertising Agreement Standard Terms and Conditions for Placement of Print, Digital and Preprint Ads - The San Diego Union-Tribune  The San Diego Union-Tribune

The San Diego Union-Tribune LLC: Advertising Agreement Standard Terms and Conditions for Placement of Print, Digital and Preprint Ads.


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Digital Advertising Glossary For Marketing Your Local Business  Patch.com

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Netflix Insists It Won’t Move Into Selling Advertising  Variety

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A+E, AMC and Cheddar join AT&T's Community advertising marketplace  FierceVideo

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We Need More Expensive Advertising 07/18/2019  MediaPost Communications

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Cyprus Unveils Stricter Casino Advertising Standards  GamblingCompliance

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A few weeks ago we wrote about how established startups like Brex and Eaze are using outdoor advertising to get attention from consumers who are overly ...


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The Mixing Circles of Gaming and Advertising: Q&A with James Draper, Bidstack  ExchangeWire

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Why TV Advertising Is Still Worthwhile for Small Businesses  Footwear News

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Amazon Hiring for Gaming 'Stealth Advertising' Team; Microsoft Invests USD$1bn (£799m) in OpenAI  TheGamingEconomy

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In-App Advertising Market 2019-2025 Overview, in-Depth Analysis, Forecasts, Applications, Shares & Insights  Rise Media

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Instagram Advertising: Do You Know It, When You See It? - NPR
Instagram Advertising: Do You Know It, When You See It?  NPR

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Key West leaders want mobile advertising trucks to disappear  Miami Herald

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What Agencies Get Wrong About Measuring TV Advertising  AdExchanger

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CBS goes dark for many AT&T customers. And BBH loses a battle: Monday Wake-Up Call - AdAge.com
CBS goes dark for many AT&T customers. And BBH loses a battle: Monday Wake-Up Call  AdAge.com

Welcome to Ad Age's Wake-Up Call, our daily roundup of advertising, marketing, media and digital news. You can get an audio version of this briefing on your ...


New York Is Investigating Whether Facebook Lets Advertisers Discriminate - ProPublica
New York Is Investigating Whether Facebook Lets Advertisers Discriminate  ProPublica

The state's Department of Financial Services will look into allegations, first exposed by ProPublica, that advertisers can exclude users by race, gender, age and ...


Startups Turn To Traditional Advertising For Attention - Crunchbase News
Startups Turn To Traditional Advertising For Attention  Crunchbase News

On the ride from the San Francisco International Airport into the city, drivers are greeted with a slew of billboards advertising various products from a credit card ...


Q&A: Retiring Grey Chairman Jim Heekin Reflects on 45 Years in Advertising and His Second Job as a Fictional FBI Agent - Adweek
Q&A: Retiring Grey Chairman Jim Heekin Reflects on 45 Years in Advertising and His Second Job as a Fictional FBI Agent  Adweek

Has anyone told you lately that the ad industry is dying? Jim Heekin has heard that one so many times that it's almost funny. This week, the executive chairman ...


NetMedia Group takes over the management of financial platform Investing.com's European advertising space - Business Wire
NetMedia Group takes over the management of financial platform Investing.com's European advertising space  Business Wire

NetMedia Group, media B2B leader in Europe in the world of business information, and Investing.com, second largest financial services and information.


Coffeebar Wins American Advertising Award for Coffee Packaging - ThisisReno
Coffeebar Wins American Advertising Award for Coffee Packaging  ThisisReno

Coffeebar was honored with a National ADDY award for its coffee bag packaging campaign at the 2019 American Advertising Awards held this year in ...


Digital advertising, paid search, media budgets: 5 killer stats to start your week - Marketing Week
Digital advertising, paid search, media budgets: 5 killer stats to start your week  Marketing Week

We arm marketers with all the numbers they need to tackle the week ahead.


How Digital Advertising Markets Really Work - The American Prospect
How Digital Advertising Markets Really Work  The American Prospect

This article appears in the Summer 2019 issue of The American Prospect magazine. Subscribe here.


UK’s CMA launches investigation into digital advertising and its ‘potential harm’ to consumers - TechCrunch
UK’s CMA launches investigation into digital advertising and its ‘potential harm’ to consumers  TechCrunch

Just two weeks after the U.K.'s information commissioner published a damning report setting out major privacy and other concerns about programmatic ...


Is Advertising on Netflix Inevitable? - Motley Fool
Is Advertising on Netflix Inevitable?  Motley Fool

Original programming isn't cheap, which has some experts believing the unthinkable might happen: Netflix (NASDAQ:NFLX) may soon start broadcasting ...


Spain: 6% fall in TV advertising | - Advanced Television
Spain: 6% fall in TV advertising |  Advanced Television

Spain's TV ad market is experiencing tough times with a sharp decline of 6 per cent in the first half of the year, according to the i2p report from consultancy firm ...


PeerLogix Awarded Second US Patent That Enables Advertising, Tracking and Analysis of Over-the-Top Consumer Data and Households - GlobeNewswire
PeerLogix Awarded Second US Patent That Enables Advertising, Tracking and Analysis of Over-the-Top Consumer Data and Households  GlobeNewswire

NEW YORK, NY, July 18, 2019 (GLOBE NEWSWIRE) -- via NEWMEDIAWIRE -- PeerLogix, Inc. (the "Company") (“We”) (OTCQB: LOGX), the established ...


Still Allocating Precious Dollars To Print Advertising? Think Again - Forbes
Still Allocating Precious Dollars To Print Advertising? Think Again  Forbes

The world is very different than it was 10, 20, 30 years ago. Businesses used to pour money into print advertising and marketing with few ways to determine ...


Trump’s general election brawl to drive record advertising - POLITICO
Trump’s general election brawl to drive record advertising  POLITICO

Advertising Analytics, a political ad-tracking firm, projects a total of $6 billion in TV and digital video advertising in 2019 and 2020.


Direct to Consumer (DTC) Advertising Market to Eyewitness Massive Growth by 2026: Leading Key Players Xpress Marketing & Communication, Brandperx Corporation, Andy Dane Media, QMT Inc, DataTiger - Market Expert
Direct to Consumer (DTC) Advertising Market to Eyewitness Massive Growth by 2026: Leading Key Players Xpress Marketing & Communication, Brandperx Corporation, Andy Dane Media, QMT Inc, DataTiger  Market Expert

Direct to consumer advertising (DTC) advertising is marketing that is aimed toward consumers when access to a product may require an intermediary.


Key West bans mobile advertising trucks. They’re a safety hazard, police say. - Bradenton Herald
Key West bans mobile advertising trucks. They’re a safety hazard, police say.  Bradenton Herald

Key West city commissioners on Tuesday voted 4-0 to ban a mobile advertising truck known for its colorful LED screens. Police called it a distraction for drivers ...


Stewart Greene, Who Helped Shape TV Advertising, Dies at 91 - The New York Times
Stewart Greene, Who Helped Shape TV Advertising, Dies at 91  The New York Times

Stewart Greene, an advertising executive whose creative acumen made airplanes sexy and indigestion entertaining, died on June 29 at his daughter's home in ...


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