Advertising myths exposed Myth #6 – Direct mail works better
October 5, 2015
By Jerry Bellune
You’ve probably heard someone say this:
“I use direct mail to reach those who will buy from me.”
They’re right. Direct mail has many advantages:
1. It comes in the mail, usually in good shape.
2. It bears the only message on the mailing piece.
It does not have to compete with other ads.
But it does have to compete with other mail they receive.
So yours must be so compelling they must read it.
3. It can address the recipient individually.
Hand-addressed mailing pieces gets opened.
Direct mail has two disadvantages.
1. It is expensive. You must buy or build a list.
You have printing, handling and postage costs.
2. It depends on repetition to produce results.
A one-time mailing will disappoint you.
Direct mailers have found at least 3 are needed.
And those produce only 2% Return on Investment.
1,000 pieces will produce up to 20 inquires.
Those 20 inquires will average two sales.
You’d do better with a dozen mailings over 3 months.
That will produce more cost but far better results.
I’m in the local newspaper advertising business.
I say that to caution you that I have a personal bias.
But I’ve been in newspaper advertising 30+ years.
I know community newspapers produce good results.
I also know newspaper advertising is far less costly.
But like direct mail, ours ad results come from repetition.
A minimum campaign of 13 weeks will give good results.
Most of our advertisers do it each week, 52 times a year.
They would not make that investment without results.
We help our clients educate themselves on advertising.
We recommend David Fowler’s book to them.
David is the nation’s #1 newspaper advertising expert.
He ran a highly-successful big city ad agency.
He found newspapers a great place to advertise.
They are inexpensive and widely-read.
They reached the prospects his clients desired.
He wrote “Ultimate Money Making Newspaper Ads”
He filled his pages with examples of ads that sell.
They made millions of dollars for his clients.
David has given us permission to offer his book.
It’s out of print now but we’ll make it available to you.
You can acquire a complimentary read.
That will allow you to judge for yourself.
Email me at JerryBellune#yahoo.com
Next: Is TV the most effective advertising medium?
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We only ask that you tell them where it came from.
Invite them to send me their email address.
They can reach me at [email protected]
I’ll email this strategy letter to them each week.
©2015 The Bellune Company, Inc.
Neither MidlandsBiz.com nor The Bellune Company, Inc. makes any warranty as to the results that may be achieved from using this information. ©2015 The Bellune Company, Inc. All rights reserved. Requests for permission to reprint or circulate may be obtained by emailing [email protected]
