written by john c ashworth
In a popular previous post on the subject of direct-mail, I stated that the death of direct-mail, print advertising, and long sales copy is continually exaggerated. Mostly, this is because it is misunderstood by most. Especially when considered in the context of similar stories warning of the apocalyptic end to the post office and printed mail in general, direct-mail as a viable and profitable marketing strategy is too easily set aside, like a bowl of vegetables at the dinner table.
Maybe it helps if you think about it this way...
Your mailing list is MORE valuable than your inventory, your expertise, and the services you offer. All of these things can be replaced, and also improved upon day to day inside your business. But without anyone to tell those stories to, other than the customers inside your store online or off, who is gonna care?
You want to find more people don't you?
And when you find them, you want them to get just as excited as you are about what you do and the solutions you offer, don't you?
You want them to visit your website or store, make inquiries, and then buy some or all of the things you sell, don't you?
Sure, you can do it without a mailing list, but you are much less effective, and you will make less money than you could if you embraced this old school mechanism. I guarantee you.
When you continually work to build and cultivate your list, you open many doors to countless opportunities to MORE effectively serve your customers and communities. Your business might go bust and you might lose everything, and yet your cultivated list could become the seeds from which you grow something far stronger and more powerful.
There are countless means of accomplishing this goal.
I sincerely hope you choose at least one of them and start today.