So the #1 reason to use direct mail is that we get to use lists!  I know you’re probably saying to yourself, “Well… Duh, of course we use lists.” But let’s go over the power we get when we use them correctly.

In no other media can we laser target and shrink our world to the exact demographics (like age, gender, income, etc.) and psychographics (like what they buy, where they buy, they’re interests, hobbies, charitable giving, etc.) like we can when we use well selected. 

I’ll steal a line from my mentor. Dan Kennedy:

“If you want a list of one-legged midgets in Akron, who have 2 kids, a dog, is married and bowls in a league on Wednesday nights, you can find that list.  Now, admittedly it won’t be a very big list, but you can get with a little digging.”

You certainly can’t do that in radio and TV. There’s a reason they call it “broadcast” media.  You cast a big, broad message and hope something sticks.  If you’ve ever advertised in or investigated newspapers, TV, radio etc, they’ll tell you something like their average listener/viewer/reader is male, age 19-45, has a household income of 25K-150K etc. 

Now, for big, dumb companies with marketing budgets to burn, that may be good enough, but not for me.  I want to know their age within a few years (say 40-44), their interests, what kind of car they drive, their voting preferences, what books they’re reading, and I can get that, plus whole lot more with a direct mail list.

There’s enough information there for you to ponder for a few days.  We’ll continue next time on the different kinds of lists you can and should use.  Have a great week!

Blog Reader’s Only Special

If you’ve read my emails for any length of time, you know I’m a huge Dan Kennedy fan.  Heck, we may have even met you at a Kennedy event over the years.  Due to some technical difficulties you couldn’t get their resources and products online.  Well, they’ve now fixed it. 

You’ll want to check out their new online home here.  One resource I highly recommend is the Creating Copy That Sells Online Course.  I’ve gone through the course myself and it’s THE reason why I’m able to create copy that gets response and, most importantly, sells.

For more information click this link, and then click on “Copywriting Mastery Resources” at the top.  Let me know what you think.