The next big "thing" In marketing

Posted September 22nd, 2009 by Dr James Pratt

An expert writing in DIRECT Magazine called the California anti-spam law a "nightmare" and advised the following:

1. Remove all California e-mail addresses from your files unless or until you have specific written, signed consent from each to e-mail to them.

2. Make sure your affiliates and 3rd party marketers are not sending e-mail into California.

3. Do not send e-mail newsletters that contain advertising or offers.

If he's right, that about kills it, don't you think? Once again, ain't no free lunch. Or free marketing. Wisdom of the ages not invalidated by technology.

In that same trade journal, its editor, predicted THE NEXT BIG THING would be ---- direct-mail! Yep, old "snail mail" returns to the #1 spot on the list of available media. He notes it is THE ONLY targeted medium that hasn't been almost regulated out of existence.

I've been solid as rock on this throughout the e-mail boom, now the e-mail crash; you just cannot beat a letter in an envelope, and if your business can't bear that cost, it's a lousy business; fix it or get out.

So, back to MAIL. The key rules: QUALITY OF LIST has as much to do with the success of the MESSAGE. GETTING IT DELIVERED AND OPENED is essential, or the MESSAGE doesn't matter. Once opened, COPY IS KING, so if you're going to be a really serious student of anything, pick direct-response copy.

Nothing out-pulls a NURTURED 'HOUSE LIST' OF YOUR OWN CUSTOMERS, so you usually profit by mailing to them more frequently – a good resolution for this year might be to double your frequency.

The 'next big thing': the sales letter, written person to person, sent in an envelope, with a stamp.

One of the best assets you can own: an 'evergreen' sales letter you can use routinely and continuously or at least in periodic rotation with others. Such a sales letter and the right lists, reliable formula for getting rich.

In the next Success Marketing Strategy email I want to talk about how quickly things change and how these changes can considerably alter your life strategies.


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