Is Direct Mail Dead? 1 Million Reasons It's Not - By: Jonathan McCulloch

Have you asked (or been asked) the question, "is direct mail dead?". I have. In fact it's probably the most common question I get.

And the answer...? Not a chance. Of course it isn't. if it was my client wouldn't have sent out over 1 million pieces over the past year and made a tidy profit from doing so. So, why do people ask...

Is direct mail dead?

I think there are two reasons.

First, there are certain so-called gurus out there who are peddling their own 'new' marketing systems and it's in their interests for the sheep to believe direct mail is dead and buy their products and programmes (what's the betting some of these 'gurus' are selling these programmes using the direct mail they reckon is pushing up the daisies?).

And secondly, I suspect it's a plausible lie because most people who have tried direct mail have failed at it -- and sometimes failed miserably.

However, the good news is the problem has never been with the strategy -- it's with the implementation. In other words, most people get it wrong, lose money and so claim it doesn't work, full stop. What they really mean, if they but knew it, is it simply hasn't worked for them yet.

So, here are three simple tips to make your direct mail marketing get up and dance:

Don't let it look like advertising -- Because there's no doubt the buying public is definitely more cynical than it was, and response rates have dropped. And if your direct mail looks like an ad or any other marketing piece... then it's going straight in the trash. So, make your direct mail not only look like something other than advertising, but make it too good to throw away. Yes, this costs more upfront sometimes, but it's worth it for the long-term ROI (return on investment) of the piece.

Choose your list carefully -- Much as copywriters froth at the mouth when I say this, the most important thing in your mailing is... the list. Get your best copywriting team to write the most amazing ad they possibly can selling the world's most incredible pork sausage... and then send it to a list of vegetarians, and you'll see what I mean. The best list you're ever going to get is the list of people who have bought from you before. Don't be an ass and spend your time and money soliciting new business all the time when you could be reaping the harvest you've already sowed.

Stick to a using a direct mail formula we know tends to work, like the AIDA model of marketing -- You don't get extra jelly-beans for being smart and trying to re-invent the wheel (to use an over-used cliché). The AIDA model of marketing works. We know it works. So use it, and wait until it's made you some money before doing new and funky stuff to impress the chicks.

Now, there's a lot more you can do, obviously, but just applying these three principles alone are going to make a huge difference to your results.

And.. if your direct mail is leaving you feeling a bit uncomfortable, then that's a good sign, because it means you're most likely doing something you not only haven't done before, but something no one else you know has done, either.

Give it a whirl and let me know how it works for you.

About the Author

Lead generation and direct mail marketing expert Jon McCulloch is the author of "BIG Marketing Muscle for Small Business". This book reveals the direct mail strategies he has used to get response rates 300% better than traditional methods - and with over 1,000,000 pieces mailed. Your book is here: http://www.jonmcculloch.com/big-marketing-muscle

Article Directory Source: http://www.articlerich.com/profile/Jonathan-McCulloch/117140

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