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Article:
How to Know if Direct Mail Will Work for Your Business by: Joe Farinaccio 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? Doesn't matter. 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? Plenty. 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
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