Page 178 - Duct Tape Marketing

Chapter 11

Direct Mail Is an Ideal Target Medium

Why Is Direct Mail an Ideal Target Medium?

So, I’m a homebuilder, building homes in the posh new Platypus Creek
development, and I get two pieces of mail from a home stereo equip-
ment provider. One has a headline that says: “We have the home audio
products your customers want.” The other provider says: “Homebuyers
in Platypus Creek are demanding whole-house stereo—we’ll show you
how to profit from that demand.”

Now, in this scenario, who would the homebuilder consider calling
first? In this chapter you will discover how to tap into the power of one
of my favorite forms of advertising for the small business—direct mail.

The reasons I like direct mail are pretty simple, but it all leads
back to my prevailing principles when it comes to analyzing any form
of advertising.

1. Does it allow you to specifically target your ideal prospect?
2. Does it provide a high return on investment?

Properly executed, direct mail offers a resounding yes to both of these
questions.

Few advertising mediums are targeted enough to offer the small
business a high enough return on investment, but the primary reason
I believe direct mail is the best choice for most small businesses is that

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