Direct Mail = Your Money, From Printer to Mailbox to Trash!

I did a quick, very unscientific survey of 25 of my friends. I asked them to put the mail that they do not open or read in a specific trash bag. At the end of one week they gave it to me to be weighed. Guess how much the bag weighed? Remember, most mail is a fraction of an ounce. 63.4.....not ounces....lbs! Something is wrong with this picture! That's like 2 1/2 pounds per person per week! Holy Cow! Also this was a March survey, what if it had been done in November?

Let's get a grip on this absolute waste of paper, ink, money and time! There are some common sense points we need to look at here.

Direct mail, at 2-5%, has a totally unacceptable response rate.

Bad will generation must be factored into the cost of marketing this way. How many people vow never to do business with the company that sends endless streams of junk mail?

The sophistication and alienation of the American consumer will not support this system for much longer. (Did we learn NOTHING from the "Do Not Call" list?)

Moving to e-mail is not the solution! It is much easier for a person to close an email account than it is to move.

If each of my friends got over 2 pounds of junk mail in just one week.. how can you set your important marketing material apart from all those peices of junk mail?

Solutions? Can't think of any? Wait for my next article on April 13th.

Ms Gossland is owner of Lasting Impressions 2 a small business marketing service provider. You can contact her at [email protected] Or visit the website http://www.lastingimpressions2.com

In The News:

Mobile Advertising and Marketing  Search Engine People
BHW1 rebrands to AmpliFi Advertising  The Spokesman-Review
Sport: The ultimate unifier  ETBrandEquity.com
Advertising -  Brock Press

3 Simple But Powerful Off-Line Advertising Strategies

There are several ways to advertise and get the word... Read More

Effective Promotions Through Local Classified Sites

Today's online marketplace is extremely competitive. People want to market... Read More

Boost Headline Believability With Specifics

Don't use vague generalities in your headlines. Be as specific... Read More

Fax Advertising : Hitting Your Target Immediately

In the business of marketing and advertising, it used to... Read More

7 Questions to Ask Before You Advertise

Most business owners and managers keep a fairly close eye... Read More

Printing - How Do I Buy It?

Why should I care where I get my printed material... Read More

4 Ways to Double the Power of Your Business Cards

Sure, everyone needs business cards. But why not make your... Read More

How to Get People to Read Your Ads Like CRAZY!

Rule One :- The HeadlineThe headline should summarize the whole... Read More

16 Ways to Make Your Business Cards Unforgettable

Every time you hear someone say "May I have one... Read More

How to Make Your Claims Believable

When you hear claims like??Best Lawnmower in the country?Absolute Lowest... Read More

Choosing a Print Mail Dealer

"Print & Mail is a type of service that... Read More

LED Score Boards

LED scoreboards can be utilized in most of the sporting... Read More

Diamonds Are For Evil

The task of executing successful advertising campaigns for products made... Read More

Should Your Small Business Hire an Advertising Agency?

So, you own a small business, sales are down and... Read More

Outdoor Sign

Many business organizations that needs to disseminate late-breaking information to... Read More

Ten Ways To Sell Advertising Space Fast

1. Give your customers a discount when they spend over... Read More

Small Cards, Big Ideas: Alternative Uses for Business Cards

Aggressive business card marketing isn't about handing your business cards... Read More

Create A Killer Brochure: 9 Steps to the Perfect Piece

If you are creating a brochure, make sure you follow... Read More

11 Ways To Make Your Business Cards Work For You

1. Spend money on decent quality business cards. Home made... Read More

The Internet and Beyond - 12 Tips on Writing Better Brochures

Every year thousands of online businesses fail. None of them... Read More

Cinema Advertising is Big Business, So Mergers are a Natural

Cinema advertising has always been an effective marketing tool for... Read More

Too Much Build-Up: Over-Zealous Ad Copy Can Break The Sale

How many times has this happened to you?A friend recommends... Read More

For All Those People Who Struggle With Benefits and Features

For Everyone Who Has Ever Struggled Sorting Out Benefits From... Read More

Placemat Ad Advertising

Starting a placemat ad business can create more business for... Read More

How To Write Ads That Get Response

Your print ads should do more than just get noticed.... Read More