written by john c ashworth
In a survey by Direct Mail News and Pitney Bowes reported on in Dan Kennedy's book, The Ultimate Sales Letter, 4th ed.,
70 percent of said they had renewed a relationship with a business because they received its direct mail
94 percent took action on a promotional offer they received by direct mail
40 percent tried a new business after receiving its direct mail
Here's one more thing to keep in mind about direct mail. Most do shy away from it, which leaves you with a unique opportunity to fill a vacuum in your local marketplace. Very often, small local businesses benefit from environments and neighborhoods where your competition is unaware of effective use of sales letters and direct mail. A simple postcard newsletter is an easy way to start. Another easy one is a simple one page letter that you send to targeted lists introducing yourself to people and making them a compelling offer on one of your products or services, while you hint at the arrival of your monthly newsletter. You will be amazed at the kinds of relationships you can foster in this method. When I was running my fitness business in Madison, WI, I developed myself into a local celebrity using my regular appearances on television in combination with, direct mail, and a printed monthly newsletter. People recognized me everywhere both from television and all of my other marketing. Some felt like they knew me. All of this helped me grow my business rapidly.
-John
