We would like to
thank the local libraries, schools, and universities for recommending students
to visit us when doing research on any of our information topics.
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?
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?
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.
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
The Washington Post on Tuesday will unveil Zeus Prime, a product that will allow companies to buy automated ads in real-time, similar to Big Tech platforms.
On Thursday last week, Amazon launched a new advertising campaign type for Vendors and professional Sellers on Amazon: Sponsored Display. According to ...
While data science continues to explode as a profession, we mustn't allow the metrics of behavior to prevent us from trying unexpected things.
One of the constant challenges in advertising is the creative process of turning a brand or idea into a piece of *content* that will connect well with audiences.
SEATTLE, Sept. 17, 2019 /PRNewswire/ -- Ideoclick, Inc., a full-*service* Amazon managed-services provider, today announces its inclusion in the Amazon ...
The "Global In-app Advertising Market " report has been added to ResearchAndMarkets.com's offering.
SUNNYVALE, Calif. , Sept. 17, 2019 /PRNewswire/ -- Aarki, a leading AI-enabled mobile marketing platform, now offers more advanced personalization ...
NEW YORK, Sept. 17, 2019 /PRNewswire/ -- PulsePoint, a data and technology company accelerating health marketing with programmatic solutions, today ...
You've just come home from the gym and discovered that your teenager cleaned out your stash of energy bars. Drat. You decide to order a new supply of bars ...
The National Rifle Association nearly doubled its spending on pro-gun Facebook propaganda for three weeks after the mass shootings in El Paso, Texas, and ...
The Federal Trade Commission (FTC) sent warning letters to three companies selling CBD products with unsubstantiated health claims for fibromyalgia.
ST. LOUIS, Sept. 17, 2019 /PRNewswire/ -- Financial-services firm Edward Jones launched a new national advertising campaign, its first in five years, that ...
Facebook advertinsing- is tightening its rules around political advertising ahead of the 2020 U.S. presidential election, acknowledging the previous misuse.
"StreetEasy Experts" will now allow buyers' agents to advertise themselves on specific listings.
As I casually scrolled through my Facebook newsfeed last month, a particular ad caught my eye. It seemed like one of those SAT test prep ads with a ...
SAN FRANCISCO, Sept. 17, 2019 /PRNewswire/ -- ORACLE OPENWORLD -- To help organizations create experiences that build, protect, and differentiate their ...
New York school districts are missing out on millions of dollars by banning advertising, according to a new report out Tuesday...
New direct-to-consumer TV advertisers are armed with a nearly transparent playbook from which all advertisers can take several quick tips.
Summary: Pursued by digital advertising? Time for regulation? Or more bureaucracy? Global concerns aired at a London conference. bear. 'Exit, pursued by a ...
Workman Publishing, an innovative independent publisher of nonfiction books and calendars, seeks a Digital Marketing and Advertising Coordinator to play an ...
The Herald went home with more than 20 awards at this year's Hoosier State Press Association news and advertising conference.
Haverhill City Council Vice President Thomas J. Sullivan says the city won't need to regulate marijuana advertising—as discussed last week—because he ...
NEW YORK, Sept. 17, 2019 /PRNewswire/ -- Spatial Intelligence specialist Meshh is partnering with Advertising Week New York, to deliver insight into delegate.
Retail industry news, voices and jobs. Optimized for your mobile phone.
Businesses need to be able to navigate their way through the digital minefield and produce work that gets cut through and results. This is why The Drum Digital ...
A plaintiffs' class action against Chipotle in the Food Court aka N. D. California re their nationwide advertising campaign premised on a pledge to serve only ...
Amsterdam has a problem with over-tourism: we all know that. With 3 Billion € revenue per year generated by travelers, you'd expect search volume for queries ...
It's another thing to keep an eye out for when looking through your family's posts.
With the average local ad budget rising this year by 1.6% from $114,400 to $116,200, referrals, social media, and search marketing top the list of new leads for ...
On May 29, 2019, Nevada became the first state to pass legislation emulating portions of the CCPA when it adopted Senate Bill No. 220. While Senate Bill No.
The median starting salaries for a marketing, advertising, and public relations jobs in the United States vary widely by position. Check out this salary guide for ...
A new Forrester report looks beyond the duopoly of Google and Facebook to show how the ecommerce giant is shaking up the ad tech industry.
YouTube is revisiting how it measures its music charts. These changes are coming after Bollywood superstar "Paagal" set a new record with views.
Ever since a 2016 survey from research firm Advertiser Perceptions put Amazon on the advertising map, the industry has seen Amazon Advertising grow from a ...
The state attorneys general investigating Google want to take a much deeper look into the tech giant's advertising practices. Texas Attorney General Ken Paxton ...
The B-17 "Flying Fortress" was supposed to be so well-armed that formations of them could fly over enemy territory with near impunity, killing off enemy fighters ...
Digital advertising continues its march toward dominance. In 2017, digital spending surpassed television advertising in the U.S. for the first time; by 2019, ...
Not possible to arrive at a clear picture of the nature and scale of political advertising on the three platforms due to inconsistencies in the provided datasets.
Even as advertisers pour ad dollars into apps, they are finding it tough to blend the vertical into their overall marketing mix.
LONDON--(BUSINESS WIRE)--SpendEdge, a global procurement market intelligence firm, has announced the release of their Global TV Advertising Market ...
Advertisers shelled out almost $100 million on U.S. TV commercials in and around the 2019 FIFA Women's World Cup, exceeding expectations.
As Facebook Inc. clamps down on the spread of disinformation on its platform, it still allow advertisers to change news headlines, according to a report by CBC ...
Executive Summary | Introduction | Who Makes Native Ads? | Why Should We Pay Attention to Native Advertising? | Native Advertising and Journalism | Native ...
U.S. authorities investigating Alphabet Inc's Google for anticompetitive behavior have recently begun probing the company's $116 billion-a-year advertising ...
William Hill's latest advertising campaign has sparked yet more debate in the UK about responsible gambling, as problem gambling groups, charities and ex-Sky ...
Seth Dallaire, one of a handful of top Amazon Advertising execs, is leaving the company to join online grocery company Instacart.
Spend nears €17 billion while one U.S. outfit ends its European hibernation on Dmexco's opening day.
Far from being crude spammers, malvertisers are sophisticated, smart, persuasive, and often more technologically savvy than many of their legitimate ...
A group of 50 attorneys general opened a broad investigation into whether advertising practices of Alphabet Inc.'s Google violate antitrust laws.
Swiss International Air Lines' air freight division has come up with new advertising campaign, illustrating four specific commodities transported to different ...
E-cigarette maker Juul is breaking the law in advertising its nicotine pods as a safer alternative to traditional cigarettes and tool to help people quit smoking, said ...
Inject more creativity in your paid search campaigns. Use these seven out-of-the-box ideas that can help improve your PPC performance.
NEW YORK – September 16, 2019 — AdExchanger, an award-winning integrated media company devoted to data-driven digital marketing, is kicking off its most ...
Google and Facebook have dominated the digital advertising landscape for much of this decade. But in the past year, a new entrant has emerged to disrupt the ...
On October 5, 1973, trade publication Radio and Records debuted. Nancy Hoff was there, in a chief role within the advertising department. Except for a brief.
The Exploration study offers deep assessment of the Global Digital Advertising Market and helps market participants to gain a solid base in the industry.
IFPL has come up with a solution to help airlines offset the cost of installing in-seat power whereby passengers can fuel up their devices after watching a short ...
Facebook said Wednesday that it was strengthening how it verified which groups and people place political advertising on its site, as the social network braces ...
Jon Lowen, co-founder of Surfside.IO , a marketing platform in New York, works with cannabis industry companies on their marketing, branding, and advertising ...
From chicken sandwich wars to 'corngate,' trading shots with rival brands is all the rage. But there's a right and a wrong way to go about it.
The Athletic, a sports-news upstart that relies on reader subscriptions, is making its first major foray into ad-supported *content*.
Microsoft Advertising has launched a report that identifies negative keyword conflicts in shopping campaigns.
The research examined the political advertising activity on Facebook, Twitter and Google during the European election campaign.
Native advertising is the central digital-revenue stream for the publishing industry. It makes up some 60 percent of the market, or $32.9 billion, according to a ...
Amazon is reportedly developing clean room technology to help its advertisers better understand the impact of their spend on consumer behavior—and shine a ...
Google's new “Privacy Sandbox” privacy standards proposal is a compromise solution for programmatic advertising while respecting users' privacy when they ...
The maker of customized marketing tools has big ambitions — and money to realize them.
In terms of stock gains, it's been a good year for Facebook (NASDAQ:FB). FB stock has moved higher by 43%, and the rally has been backed by strong ...
The advertising watchdog is taking no further action over complaints about a Treasury advert stating that duty free shopping will return in the event of a no-deal ...
There are two key consumer behaviors and marketing tactics to keep in mind: how we shop and how we consume *content*.
Learn to use five Microsoft Advertising features that can help set your campaigns apart, including some capabilities unique to this platform.
At this point, no online shoppers should be surprised if they go sniffing around the internet for, say, a new handbag and find themselves, in the days and weeks ...
Alaska has joined in a multistate, bipartisan antitrust investigation to determine whether tech giant Google's overarching control of online advertising markets ...
What does physical commodities trading have in common with programmatic advertising? Quite a lot. So it makes sense that ad tech godfather and AppNexus ...
David Iben put it well when he said, 'Volatility is not a risk we care about. What we care about is avoiding the...
As the industry marks the 25th anniversary of the first-ever banner ad, created by AT&T. We reflect on how far marketers have come since 44% click-through rate, ...
BritBox president Soumya Sriraman has brushed aside the possibility of an ad-supported model for the platform. “We didn't consider advertising,” Sriraman said ...
Great British Bake Off viewers will be targeted by advertisers based on their location and financial profile under a new partnership between Channel 4 and Sky ...
Environmental charities and campaigners in Canada's upcoming federal election this fall say they are facing new restrictions on how they talk about climate ...
The National Football League is adding Reddit Inc. to its roster of digital marketing channels as its new season begins, hosting a series of “Ask Me Anything” ...
Czech internet company Seznam has appointed Dominik Kosorin the programmatic manager in the advertising unit of the company. Kosorin will be responsible ...
Why do the fake ads that con platform users out of serious money seem not to concern our industry, asks Nick Manning. Good news for everyone. You can now ...
Brian Wieser at GroupM says digital advertising can't continue to grow as fast as it has done.
Last week, Porsche unveiled its Taycan. While the model has attracted a lot of attention, it may also be providing a form of free advertisement for Tesla.
One of the reasons I'm so excited by doing An Hour of Advertising is the opportunity to get a point of view on advertising from all corners of the industry.
Although there is a multitude of other factors to consider when campaign planning, these tips are a good starting point for diving in and getting the growth you're ...
Today we're continuing our series of deep dives on major networks with a look at The CW. We examined recent advertising and viewership trends from the ...
The newsletter will bring you the news, but also tips to help you do your job better.
For the fourth year running, the UK Candidate Attraction Survey 2019 is now open to in-house recruiters and recruitment agencies. The UK Candidate Attraction ...
Not long ago the percentage of global advertising spend that was dedicated to digital was minuscule. It has grown rapidly, year-on-year to a point where now ...
Microsoft is opening up its responsive search ads beta to all advertisers.
MOSCOW (Reuters) - Google said on Monday that it supported responsible political advertising that complies with local legislation, after Russia accused it of ...
New York, NY (PRWEB) September 15, 2019 -- Platforms are defining the future. With Disney + (streaming), Google Stadia (games), Spotify (music), and many.
The Serie A giants have been preparing for their Champions League group stage clash with Atletico Madrid.
An advertising campaign run by the Treasury and sponsored by the Australian Taxation Office has raised questions about how far government advertising can ...
It's the first time the platform has a way to buy ads that only costs brands when viewers watch the whole commercial, if it's a short one.
Twitter is now blocking state-run media outlets from advertising on its platform. The new policy was announced just hours after the company identified an ...
Out of the roughly 200 countries in the entire world, the U.S. is one of just two that allows drug companies to advertise on TV. Why?
A new Odell Beckham Jr. advertisement in Times Square is straight up savage.
Entrepreneurship in consumer packaged goods is being democratized. This article focuses on customer acquisition, particularly Amazon and online advertising, ...
ADVERTISING RELATED ARTICLES:
Does Post Card Advertising Really Work?
You've decided to try advertising your business with post cards. The idea came to you from the post cards you receive from other businesses.
Improve Your Promotional Flyers And Improve Sales
Admittedly, I have not seen your advertising flyer. Then again, I probably don't have to.
The Graphic Problem
Digital printing has revolutionized the sign industry. Current printers can reproduce an image at 1440 dpi (dots per inch) at virtually any size.
How To Write Really Good Ads
All sales begin with some form of advertising. To build sales, this advertising must be seen or heard by potential buyers, and cause them to react to the advertising in some way.
Free Publicity With Dogs, Cats, and Rats
Here's a fascinating idea..
Promote yourself on radio for free
Unless you have become extremely popular in your personal or business name, you likely need all of the marketing and promotion you can get. Now, you may say, of course, I'm aware of this, but who has the money? This a good and fair question.
Advertising Costs Getting Too High?
Everyone knows that advertising is essential to growing a business. One problem that small business owners have always faced is the high cost of marketing.
Latino Television Programs Fill a Void in Hispanic Advertising; While Advertisers Look to Attract
Advertisers that are beginning to focus on the young Hispanic market have been given a gift in the form of Latino television programming. Now mind you it's not your typical Latino television programming that you would find on Univsion, this programming is geared towards the large and most overlooked demographic, U.
7 Tips for Better Ads
The content of advertising is basically the same no matter what the media. It is good and it works, or it is bad.
4 Ways to Double the Power of Your Business Cards
Sure, everyone needs business cards. But why not make your business card do double or triple the work of an average business card.
Add More Pizzazz To Your Ad For More Profits
I recently completed a Marketing Makeover for an Ad that wasn't generating results for the owner of a Piano Tuning Business. Here is the original ad:======================================== A BETTER PIANO. A well tuned and adjusted piano is a beautiful instrument.
Double Your Sales Potential With Double-sided Business Cards
Swapping business cards is one of the most basic and common forms of networking in the business world. With something that is so common practice, people often hand out cards blindly while not really thinking about what the card does AFTER you hand it out.
Cable TV Advertising; Mobile Detailing Customers
If you own a mobile detailing business or mobile car wash company you should have the local cable company as one of your clients. You may even find your self with some free publicity.
Advertising Your Holistic Business
The most basic answer is the same answer as to the question, how does advertising work? Advertising works through repetition, and Holistic Hometown offers you that repetition. What all successful companies know is that advertising it a process.
Direct Response Advertising; Radio vs. TV
Radio advertising vs. television advertising. Many new advertisers assume that they should start on radio and "move up" sometime later to TV.
A correspondent to AdBriefing, my monthly newsletter, has posed a very sticky question. How, she asks, can you tell whether a headline you have written is a good one?or not? What she means by this, I imagine, is whether the headline will actually help to make sales, rather than just act as a passing amusement to its readers.
Brand Young and You Brand for Life; Why Cinema Advertising is an Effective Tools for Marketers
In the world of advertising there are many forms of media that can be utilized to get an advertisers message to its intended audience. Newspapers, television, radio, Internet and billboards are effective tools in this effort but one form of advertising that is often overlooked is Cinema Advertising.
7 Unique Ways To Get FREE Advertising
1. Give Testimonials When you purchase a product or service and it exceeds your expectations e-mail the business a testimonial.
Why Most Advertisements Stink!
Question: What do you think the most important part of any ad is? Your company name? Your telephone number? Your offer? Look at your own advertising. What stands out? What is in the largest print? If it's your company name or logo hold out your wrist so I can whack it with a stick.
The Benefits of Specific Advertising
The great Claude Hopkins (Author of Scientific Advertising) once said, "Platitudes and generalities roll off the human understanding like water from a duck. They leave no impression whatever.
Find used office equipment in Ohio at www.OfficeJax.Has.It
Find the best fleamarkets at www.FleaMarketWorld.Has.It
Find electric powered vehicles at www.NoGas.Drives.It
Find homes for rent
Jim (James) Baughman Hosting Company of Akron, Ohio offers the finest in the CLOUD internet hosting service and solutions at affordable prices. The Hepsia control panel is a superior control panel unlike the old school cpanel you may be familiar with as well as downloadable daily backups, 24 hour tech support response time is less than 30 minutes, php version selection, unlimited bandwidth, are all included at no additional cost.
advertising agency advertising supply and services marketing and advertising internet advertising pay per click advertising newspaper advertising promotion online advertising free advertising business marketing and advertising promotional advertising specialty print advertising banner advertising agency promotional product advertising radio advertising company classified advertising web advertising outdoor advertising ppc advertising advertising agency and services local advertising art layout production service advertising direct internet marketing advertising web site advertising business advertising television advertising jobs advertising services restaurant advertising yellow page advertising agency tv advertising web banner advertising directory advertising services advertising slogan advertising photographer adsense advertising adwords apis cashing billboard advertising advertising balloon pay per click banner advertising gambling online magazine advertising yahoo advertising email advertising free internet advertising internet online marketing advertising business search engine advertising direct mail advertising services advertising design advertising age creative advertising targeted advertising advertising campaign media advertising career free online advertising mobile advertising ogilvy vintage advertising pen internet advertising agency car advertising subliminal advertising idea advertising and marketing employment cheap advertising pen advertising space online advertising company advertising sign career in advertising direct mail advertising small business advertising history of advertising internet marketing online advertising advertising card communication content integrated marketing perspective premium promotion internet banner advertising advertising outdoor billboard affiliate advertising advertising art advertising display advertising product advertising copy advertising affiliate program free web site advertising real estate advertising brand advertising advertising brand communication guerrilla unconventional advertising business internet online internet marketing promotion advertising advertising firm contemporary advertising coroplast akron ohio custom signs and advertising solutions at OfficeJax online flea market