Don’t give-up on direct mail advertising too soon…
We’ve been using basically the same brochure for our direct mail for several years. Everytime I think about changing it, I remember how many comments we get from new customers and how much business it has brought to us. I guess I’m ready for a change, but our customers haven’t caught up with me yet!
A long-standing ad industry rule of thumb, mentioned in the recent Fortune Small Business Magazine, is that consumers must see an ad at least seven times before it motivates them to take action. So, the moral to this story is – find what works and stick with it, even when you’re tired of seeing it over and over.
We’re experimenting with sending out postcards as a follow-up to our initial letter and brochure mailing. These are postcards with a message specific to our industry. So far we’ve had little to no success. If you’ve had success using postcard campaigns in your business, I’d be very interested to hear the specific details of your mailing.
Thanks for sharing!








