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06/17/2004: "Sales Letters are Still a Critical Part of Marketing for Most Businesses"

Some folks make the mistake of thinking that direct mail no longer matters. Of course, there are some businesses that are strictly online enterprises and they may not require direct mail. Having said that, even those businesses can very often profit from direct mail by getting people to their Web sites.

For every person who asks me to write their Web site copy, two ask to have direct mail written. Those are usually people who understand the real value of direct mail and have perhaps used it profitably for years.

What matters most in the direct mail package is the offer and what you do to get the letter opened. The greatest sales letter won't make you a dime unless it gets opened.

So consider direct mail when you plan your own marketing. It's the smart thing to do.