Who’s Your Best Customer?
In the direct-mail world, the best names you can mail to are people who have recently bought products very similar to the one you are selling. (It’s also helpful if the price they paid was the same as yours… and the method of payment.)
The closer you can get to mailing to people who have JUST bought a similar product, the greater your response rate will be. This may seem counterintuitive, but it’s a fact of direct-mail marketing.
An example I commonly give: My partner has one briefcase, and it’s a mess. Without the addition of duct tape, the thing couldn’t carry a sheet of paper successfully. I, on the other hand, have at least 22 briefcases – half of them brand-new. Which of us is a better candidate to sell your briefcase to?
If you answered “your partner,” go back to the beginning and reread what I just said.
[Ed. Note: If you're not at least dabbling in direct mail, you could be missing out on massive sales. Discover how to use direct mail - plus 11 other marketing methods - in Michael Masterson and MaryEllen Tribby's Amazon.com bestselling book, Changing the Channel: 12 Easy Ways to Make Millions for Your Business.]
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