Advertising Information Channel:
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
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
Anonymous and Confidential U.S. Mail Drops - No ID Required reship worldwide
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.
auction news and listings for Akron, Ohio
Akron crafts and hobby news center
Advertising and promotions Akron, Ohio
The Akron blogging news center
Akron Ohio web site design news
Akron Mortgaging and refinancing
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