Getting Effective Direct Mail Lists

I recently ran into an old friend who has successfully run his family's small business for decades. Over the years Tom has tried every advertising method imaginable from radio to newspapers and now the Internet.

Tom never misses a chance to talk marketing and I'm always delighted to find out what kind of results he's getting. "You know what kind of advertising has consistently gotten us sales year after year?" he said.

"Simple direct mail." Sending out sales letters, brochures, and small catalogues via regular mail CAN be one of the most powerful marketing tools available.

My ears perked up when Tom told me this. Because lists of addresses are often old or not very good, many people get disappointing results from direct mail. The cost of stamps and printed materials can really add up.

"We get our mailing lists from associations and Chamber of Commerce offices. They have excellent lists of businesses in their area which makes for a great way to build business-to-business sales," he said. These lists are packed with owners and managers who are authorized to buy products and services for their entire company. Association and Chamber of Commerce lists are also kept up-to-date.

Use the Gale Directory of Associations (available through your library) and the Yellow Pages of target communities for Chamber of Commerce info.

Kevin Nunley provides marketing and copy writing. Read all his free tips at http://DrNunley.com Reach Kevin at kevin@drnunley.com or 603-249-9519.

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