The #1 Reason to Use Direct Mail

So, did I do a good enough job of teasing you and leaving you hanging with my last email? To review our conversation from earlier on the benefits of direct mail, see my blog post.

So the #1 reason to use direct mail is that we get to use lists! I know you’re probably saying to yourself, “Well… Duh, of course we use lists.” But let’s go over the power we get when we use them correctly.

In no other media can we laser target and shrink our world to the exact demographics (like age, gender, income, etc.) and psychographics (like what they buy, where they buy, they’re interests, hobbies, charitable giving, etc.) like we can when we use well selected.

I’ll steal a line from my mentor. Dan Kennedy:

“If you want a list of one-legged midgets in Akron, who have 2 kids, a dog, is married and bowls in a league on Wednesday nights, you can find that list. Now, admittedly it won’t be a very big list, but you can get with a little digging.”

You certainly can’t do that in radio and TV. There’s a reason they call it “broadcast” media. You cast a big, broad message and hope something sticks. If you’ve ever advertised in or investigated newspapers, TV, radio etc, they’ll tell you something like their average listener/viewer/reader is male, age 19-45, has a household income of 25K-150K etc.

Now, for big, dumb companies with marketing budgets to burn, that may be good enough, but not for me. I want to know their age within a few years (say 40-44), their interests, what kind of car they drive, their voting preferences, what books they’re reading, and I can get that, plus whole lot more with a direct mail list.

There’s enough information there for you to ponder for a few days. We’ll continue next time on the different kinds of lists you can and should use. Have a great week!


To Your Direct Mail Success,
Travis Lee

www.3DMailResults.com