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09/25/2005: "Using Direct Mail to Get More Business."

Lots of people who advertise on the Internet seem to think they should restrict their advertising and marketing to the net. That's a bad decision. Obviously you must have a Web site. But most businesses should also use direct mail to drive traffic to the site and even to get orders --- depending on their products or services.

Direct mail can get you leads and/or orders. It gets right to the people you want to target and, if done right, direct mail will do a great job of getting you more business. In most cases you should use direct mail in addition to your online marketing. In fact, many people should use it as their main marketing vehicle with their other marketing working around it.

The best direct mail vehicle for most people is the sales letter. People often ask me to write post cards when what they need is a good direct mail letter. While cards are fine at the right time in your series of mail it's not the best place to start. The sales letter is the vehicle to use to begin your direct marketing strategy.