How to turn 50 cents into a customer

Posted July 28th, 2007 by Dr James Pratt

A good friend of mine is not a great fan of the Postal Service.

But in spite of all its faults that system gives you a powerful and effective sales force at a bargain price.

Using the postman as your salesman via direct mail advertising is a great bargain and one of the most effective marketing strategies available to most businesses. Direct mail gives the marketer tremendous control over the sales process. You can do direct mail marketing cost effectively in relatively small quantities. You control who gets your advertising and who does not. You can control to a great degree when they get it. You can test and evaluate a promotion very inexpensively before committing a big budget.

There really is no other media that gives you all of these advantages for the delivery price of a postage stamp. There have been many studies done to determine the average cost of sending a rep out to make a personal sales call, getting an ordinary business letter done and out of the office or making a telemarketing call.

My observation is that the bigger the company, the higher the cost. But even in well run cost efficient situations, these marketing methods can easily cost from ten dollars to a hundred dollars or more per prospect contacted. At that cost they are not the way to prospect for new business.

Advertising in newspapers and magazines, radio, TV and cable TV also has a cost factor problem, mammoth waste. When you buy this type of advertising, you're paying for distribution outside your market area, copies that never reach readers and circulation to recipients who have no possible interest in what you have to offer.

Most businesses can benefit tremendously from the more controlled targeted process of direct mail advertising. In my blogs that follow, I want to give you some insight into the three aspects of success in direct marketing advertising and introduce you to the two most
common, most successful formats you can use in direct mail advertising.

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