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Old March 6, 2002, 08:11 AM
Dien Rice
 
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Default Actually, the largest direct marketing company in the world is....

> I always noticed that direct marketers for
> the most part establish publishing companies
> or at least a publishing division. Could
> someone please explain the advantages to
> that.

Hi Don,

"Publishing" can cover a whole host of stuff.

Books, reports, ebooks, magazines, newsletters, software, web sites - all those can come under "publishing". So it can be pretty flexible.

However, there are plenty of direct marketing companies which are NOT publishers. In fact, I think if you look at all direct response companies, "publishers" are a minority.

Maybe it looks like there are more of them than there are because you may be interested in direct response marketing BOOKS. And so, you may tend to focus on the direct response publishers.

One thing I've learned from Gordon is that there is a whole direct response university in your mail box. I subscribe to every catalog I find. :)

There are plenty out there. Plants, clothes, high tech gizmos, computers, almost anything which can be delivered, has a direct marketing company doing it. And the largest direct marketing company in the world is not the one which comes to people's minds when they think of direct response. It's Dell - they sell computers.

Do you know how Michael Dell got started? If you read "Direct From Dell" - Michael Dell's book - you'll see one of the earliest things he did was sell stamps, by direct response. He was in direct response marketing first. Then, by applying those techniques to computers, as computers were really becoming a business necessity, Michael Dell's little computer business which he started in his dorm room turned into a giant.

If you really wanted to get rich, I'd follow Michael Dell's example. What will be the next "big thing" over the next decade or so? Jump on it and use direct response techniques. If your hunch is right, I bet you could end up pretty well off. :)

- Dien Rice
 


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