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Why do many people call direct mail “junk”? Because most is.
But sending sloppy junk to people is really a form of personal insult. It says you don't care.
Here’s where people go wrong – and how you can make your messages work much, much better.
1. Not taking it seriously
Direct mail is not exciting or “sexy” like TV, so people treat it like a poor relation to advertising.
But how many of the TV spots you saw in the last 24 hours do you recall? How many made you do something?
Yet it is very hard to ignore something that comes through your door with your name on it.
If it’s good it is remembered for weeks and people will think more favourably of your brand.
And if it's persuasive it makes people act.
So invest the time, money and talent to get it right.
Illustration: Wall Street Journal mailing. This mailing made over $1.25 billion in over 30 years. Do you know any TV spot that did that?
Deadly marketing sin #2
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