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Consumers today are constantly bombarded with advertising messages from everywhere. Television. Newspapers. Magazines. Radio. Cable. Even the Internet. So how do you get their attention? And how do you reach your target effectively in such a demanding marketplace without spending your entire advertising budget? Especially if it isn’t a huge one? It’s simple. Use Direct Mail.
Direct mail is the only form of advertising that lets you precisely pinpoint your target audience and gives you measurable results. Fast! You get clear cut information that’s easy to analyze. And, unlike advertising in mass media, you know precisely who you are talking to. (For example, if you have a landscaping business, you won’t be mailing to apartment dwellers.) What’s more, with Direct Mail, you know exactly how many pieces you sent out, who got them, how much each piece cost to send, and how many responses you received. This information makes it easy to calculate cost-per-order or cost-per-response. You can even track how much repeat business and income a sequence of mailings has generated over a longer time period.
In short, Direct Mail has truly become a science with easily measurable results. It’s precise. It’s effective. And, dollar for dollar, you’d be hard pressed to find a more cost effective advertising medium.
In 1872, Aaron Montgomery Ward was a dry goods salesman selling his goods from door-to-door to mostly farmers and other rural families. He felt he could do a better job of getting goods to them so Ward and his brother-in-law and $2400, stocked a 12 x 14 room in Chicago. They printed a single sheet of paper describing their merchandise and sent it to the customers on Ward’s route.
Orders poured in and within two years the one page list had grown to a 72 page illustrated catalog. By 1884 there were 10,000 products in the 240 page Montgomery Ward Catalog and at the end of the century sales had passed the $4 million mark.
Whether doing it yourself (the Post Office has free classes and information) or enlisting the help of a mail house like Penny Express, stay in touch with your customers through the powerful one-to-one difference of Direct Mail.