Good Advice from USPS:

“Save Your Foot. Use the Mail”

The United State Postal Service says the surest way to get your foot in the door is through the mail slot.

Despite those nasty remarks we all hear about “Junk mail,” most folks look forward to opening mail they feel is worth their attention. The challenge is to get them to feel that what you’ve sent them is worth opening. When your creative seduction works, it’s a great way to expose yourself without being lewd.

Anyone who has ever made cold calls either in person or on the phone knows just getting your toe in the door is a tough assignment. How sweet it is when a marketing plan that includes direct mail helps you find and qualify leads, set up confirmed appointments, or even handles the whole sales process.

Some Marketers Are Not Listening

Despite all the evidence that direct mail works, some marketers are so focused on the Web and email that they are neglecting a tactic that works. In “Marketers Resource Guide ’07, “ Bob Felsenthal, publisher of BtoB Magazine and BtoB Media Business, says “Integration of the traditional with newer techniques has proven to be the most successful strategy for business to business marketers of the past year.” Amen!

He also says, “Marketers that combine multiple channels and techniques with strong creative thinking and execution will win.” And that’s good advice, not just for business to business marketers, but for anyone with a product or idea to sell.

Direct mail is still a great bargain. The traditional sales letter remains one of marcom’s most potent weapons. Visit usps.com/directworks for ideas you can use.