Pros and Cons of Direct Mailing
With the costs of postage rising, many businesses are looking for alternative ways to advertise without mailing. However, for the businesses who are willing to budget for it, getting a high ROI is likely if it's done right.
If you're considering doing a direct mailing, contact a professional printing/mailing place that offers support to help guide you through this process.
PROS:
1) Direct mailing lists can be catered to your particular needs. Looking for a household of a particular income? Language spoken? Age? Demographic Region? Children? The good news is mailing lists can be targeted to exactly whom you'd like to contact, saving you the unnecessary expense of sending to the wrong audience. If you don't already own a mailing list, ask your mail house if they can help you purchase one.
2) Bulk postage is an excellent way to save on postage if you're mailing a minimum of 2500 pieces. Many people are unaware that they can do a bulk rate mailing, so be sure to ask your mail house if you qualify for it. Oftentimes the cost of bulk rate postage versus first class rates can offset the cost of the printing.
3) If you're consistent with advertising and mailing, your company is surely to get noticed, and your image will benefit greatly. People will remember you, retain information and even start recommending you to family and friends.
4) Since most people steer clear of direct mailing due to it's cost, the good news is you'll have less competition to worry about. It's a great way to stand out at a lower cost than most businesses anticipate.
5) Once you purchase the mailing list, you can reuse it as often as you'd like without the expense of purchasing it again. Be sure to update your list every year to ensure the utmost quality of the list. Most places offer updates at a minimum cost once you purchase the list once. Be sure to never purchase a mailing list that only allows for one time use (unless your mailing is specifically for only one time).
CONS:
1) The costs of doing a mailing can be high, especially if it's not done right. Many businesses don't research the process and oftentimes get a poor quality mailing list that's not targeted for their audience and tend to get a first-rate postage, causing a very low, if any return-on-investment, leaving the business out a lot of money and discouraged from advertising in the future.
2) Depending on the type of mailing being done, seeing any return may take some time and patience, something most people have a difficult time accepting.
3) Advertising in general requires a budget in advance. This can be very difficult, especially if you're just starting out or your business is currently suffering. Since there's never a guarantee on whether or not any advertising will work, most people will steer clear of investing.
Questions and Answers
Avoid any relative words in advertising. Words like stronger, better, less are relative. Also avoid words indicating an extreme position like "No 1", "the best", "quickest" etc. Quantify any claim and support with a testimonial or certifying agency. Quantify quick delivery by saying how fast, most durable by saying how long. Mind can see and feel only quantified terms. So use quantified terms to make the prospects understand easily.
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