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Re: I don't think there is a definitive answer, but here's mine.
Gordon,
Quote:
People get all focused on the sales piece, when they need to focus on who the buyers are and how to reach A LOT of them. Back in the late 90s, I had written a sales piece and had a hunch on a list that might be productive. I'd tried direct mail several times before and always lost money. My hunch was right. The mailing produced 2 1/2% orders, which was wildly profitable. The list had 130,000 names, which meant we had a lot of people to roll out to, for the size promotion we were doing. I mailed that same package to that same list - profitably - 7 times over the next 3 years. During that time, I tested 60 other lists. Most were small (5,000 names or so), and there would have been no roll-out after a successful test. But that didn't really matter, because of 60 tests, 60 were unsuccessful. Oh, maybe 4 or 5 broke even, so we picked up a few names. It's a lesson I'll never forget. Finding that market where the DEMAND is is WAY more important than brainstorming your sales piece in minute detail. Richard Dennis |
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