The direct mail business can be a tricky one.  In many areas, testing a multitude of various forms of direct mail is the only way to know how any specific or particular campaign will work.  Any direct mail company that tells you otherwise should set off your BS radar. 

Statistics are great, and I have a stack of paper filled with statistical data as high as the heavens, but such data, even though it is comprehensive, can only be used as a guideline. 

This information does have its merit. If it used appropriately, it can help to show you or your clients what has worked for them – and hopefully, you can capitalize on their success. 

There are cores of basic elements to any direct mail campaign and I can find you an expert that will argue the importance of each element.  For the purpose of this post, I will be focusing on raw data (a.k.a. the mailing list.)

The concept of raw data seems to be the aspect of direct mail marketing that perplexes most of my clients.  I believe this is due to the sheer abundance of hungry and eager list brokers that sell cheap leads.  The truth is…list companies are difficult to analyze.  Many list companies sell outdated data and records irrelevant to any specific campaign.

Some of my customers are retailers or those that need to focus on radius or saturation mailings.  This is simple. 

However, the issue that confuses the rest of my clients is, “Who do I mail to?”

Although this sounds like a difficult question to answer, it is in all actuality, very easy.  I use a technique called customer cloning.  Here is how this works…

I make this statement to my direct mail customers…“Take your company’s best client and analyze everything about that client.”

What is their gender?

Do they have children? If so, how many?

What is their age?

What is their income level?

Where do they live?

What is their house value?

Once you obtain this information, you can pull a list count that reflects this demographic.  This, in many cases will save you a lot of money by eliminating individuals that are not interested in your product or service.  After delving into their customer bases and getting to “know” their best clients, most of my customers are surprised to learn that they have been targeting the wrong demographic. 

Taking the time to learn who your best customers are and WHY can save you both time and money. 

This also works in the reverse.  You can determine what clients are not helping you to achieve success.  The name of the game is not acquiring the most new customers, but the best quality customers.  Go ahead and try cloning your best customers. 

You will be happy you did.

Okay, I get it.  Times are tough.  You can’t pass by a television, radio or newspaper without this sentiment being pounded into your skull. 

This makes me wonder – Have these “tough times” contributed to the dishonesty of some sales executives?

Unfortunately, I have to say yes.

Much to my dismay, I have gone head to head with sales people who choose to lie in order to get an account.  I think we can all appreciate “creative positioning”, but outright lying is another thing.  There are 3 issues that come to mind dealing with this sad and flawed approach:

1. If you have to fib in order to get an account, you will always know that is why you have it.  You will always wonder if you actually could have landed the account without the aid of your falsehood.

1. Karma – Hey, this is a big one!  Trust me, it will hunt you down and bite you in the butt.

1. You WILL get caught.  Lies have a way of exposing themselves and when they do – you will lose credibility.

I decided to write about this subject because of the horror stories recanted to me while on my sales journeys.   I have personally experienced a few situations in which I had to combat another salesperson’s lie.  It was annoying and in the end I did get the account for this reason.  I think that this speaks to a sales person’s skill level. 

If you are good at your craft, you can be honest and still win the account.  Be confident in your abilities and rely on your knowledge to help pull you through. 

DO NOT resort to trash talking your competition.  It does not work.  It makes you look insecure. 

Look at it this way, there are probably several companies that offer the same services that you do and do the job as good or better.  But remember this:  “People do business with people.”  It is with your skills and personality that will win them over.  Show your confidence and make friends with your competition, you may learn something.

Many of my clients have expressed concern with some aspects of their businesses.  They have certain variables that they cannot afford to change such as equipment upgrades or offering a more extensive product line.  They view these factors as negatives and present them in this way to potential consumers. 

I say, make these factors part of your brand!

If you have old-fashioned ways, call it retro and market yourself accordingly.  If your location is out of the way, then address this in your collateral and work it into your message.

I worked with a health foods store that was smaller and not as “hip” as the larger chains in the area.  The owner felt that his store did not carry as large of a selection as the other stores.  I advised the owner to market the store as a “back in time General Store”.  This helped to create new feel that people found more interesting.  They wanted to visit the store BECAUSE of the downfall not in spite of it.

Embracing your faults in a public way makes them seem intentional.  This will improve how consumers view your product and or service.  It also improves the way your employees view the company. 

Social networks are a great place to embrace your shortcomings.  They help foster a “buzz” that can carry your brand to the next level.  The next time you start to complain about your company, take a moment and make sure you are not overlooking a great opportunity to expand your brand!

It is not that I am completely against them, really I’m not!  These diminutive postcards have a limited use in my view.  They could be useful for doctor appointment reminders or for a follow up to a previous mailer but besides that, I don’t think they provide a good value.

The problem with this size is that it will not compete in the recipient’s mailbox.  They are easily over looked and tossed aside. 

In an economic downturn, the first thing many marketers do is cut the size of their direct mail pieces.  This is a dangerous strategy.  It conveys a “cheap” feel that many consumers recognize.  It would be better to cut your Quantity and do a larger size. 

The point of direct mail is not to mail as many pieces as you can for the least amount of money.  The idea is to mail a well designed colorful piece to qualified recipients.   

I always tell my clients to print and mail the largest piece they can afford.  I work with them to keep adding demographic qualifiers to their list until the qty they are mailing  fits their budget.  This protects the Brand and allows them to increase their response rates! 

As you know, in times like these Marketers are being scrutinized for their every move and you want to make sure you can deliver good results!  Don’t compromise your brand or your message by cutting size!