[Previous entry: "Copywriter Doesn't Like Blogs - Duh."] [Next entry: "Microsoft Debuts Search Engine"]

11/13/2004: "Are Sales Letters and Direct Mail Still Relevant?"

There are those who think that since we are in the digital age, the lowly sales letter is no long useful as an advertising vehicle. I can understand why they think that. Yet it's not true.

In fact, I'm grateful to those folks who have stopped using direct mail. That means more of my client's direct mail gets opened!

Okay. Why do I say direct mail is relevant? Simply put, sales letters are very targeted. Unlike a shotgun, they are a deadly 357 Magnum that cuts right at the center of the target --- assuming you aim right.

Direct mail can accomplish a lot of things. For one thing, it can drive traffic to your store or your Web site. It can cause people to take action, i.e. make a phone call, send a fax, go to your Web site or whatever. Or, if it is a true direct mail order piece, it can get you a fast order.

I am a strictly digital business. I get all of my business online. But some of my colleagues send out direct mail to get business. They also use direct mail as follow-up. And I think that's great. And it's good business.

So if you think direct mail is dead, you're dead wrong. You should use every advertising vehicle you can to get your business. Of course, having said that, I know that a lot depends on the type of business you have. But most businesses can benefit greatly from direct mail.