A Colleague of mine forwarded this on to me just this morning. Instead of saying the same things over and over again, it's nice to hear someone else for a change. This is an article by Nick Nanton, Emmy award-winning director/producer and agent to celebrity experts. Thank you Mr. Nanton...well said:
Some of you will laugh at the very thought of direct mail, but I can assure you, it’s a great source of connecting with prospects and existing customers allike. Particularly in our overly-junked-up-email world where people tend to pillage their inboxes and delete anything that doesn’t require a personal response. People respond completely differently to direct mail, that arrives on their doorstep, than they do many other forms of media. Direct mail can be as basic as a postcard or a letter on letterhead, or as complex as a full “shock and awe” box that has lots of stuff in it that gets your prospect really engaged like CDs, DVDs, MP3 players books and just about anything you can fit in the box.
I sent out about 18,000 direct mail pieces last month, and I learned a few lessons, just like I always do. Maybe I can save you a few dollars, and a few lessons by sharing some of the most important things I’ve learned over the years about direct mail.
Below is a list of 10 very important things you should look at when sending out direct mail.