Why Use Direct Response Mail?
Most home based marketers do not use direct response mail because they don’t understand its power, measurability, and effectiveness. It also involves more work and expense than using the Internet. However, successful direct response mail strategies can create a proper balance between your targeted MARKET, the appropriate MESSAGE, and the right MEDIA. For business owners interested in generating new business or in extracting incremental revenues from an existing customer base, direct response mail should be a primary weapon. Done right, it can return serious dollars to your business. Done wrong, your results will be dismal. 
The key words are “done right.†Often a business owner invests time and money creating a great-looking brochure and a decently written cover letter to send to a list of new prospects. With high levels of enthusiasm and optimism, the package is mailed out. A week goes by and a few people respond, but, as is typical, a majority of the list does not. It’s at this point that most business owners throw their hands up in the air and declare their mailing a failure.
They thought that their SINGLE mailing was all they needed to generate more sales – a huge mistake! Doing anything in marketing just once is a waste of time and money, and if you only have the budget to do something once, you are better off saving your money and doing something else that you can do right.
Marketing is a process, not an event. Effective direct marketing occurs over time, with frequent and multiple exposures – nothing is done just once. This is called “persistent marketing†and it is the key to creating a reliable and measurable marketing system that provides abundant quantities of quality prospects, customers, and clients for your business.
Some businesses use five, seven, and even more sequenced steps in their prospecting campaigns. Your goal should be to create a multistep, multimedia marketing campaign that includes direct response mail and occurs over time. The intent is to get your target prospects to respond. This persistent effort will lead to extraordinary results and stability for your business, and not the truly dismal results that many marketers typically experience.
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