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Tanmoy Mukharjee
Apr 11, 2022
In Welcome to the Forum
And again, it's all about salesmanship. A good direct mail package replaces some or all of the things a salesperson would do to clinch a sale. It presents the benefits in the greatest light, answers the prospect's biggest objections, wears down their sales resistance, and makes them want to know more or even want to buy. Direct mail is exciting and fun, so don't look at it as work. Consider it a labor of love. It's so exciting to pour your heart and soul into a good direct mail package, throw it out there, and then wait for the mailing list response. That waiting can make you feel like a little kid again, waiting for Christmas Day. With great power comes great responsibility. Just as you can reach many customers with direct mail marketing, so you must treat them respectfully. This means following a network of common-sense ethical guidelines and firmer laws and regulations that keep direct marketing honest and above board. Be transparent. Don't lie or obfuscate about who you are or what you're selling. Share a real, physical street address as a return address. This ensures you can be contacted by the authorities if you have broken laws, and allows consumers to contact you for removal notices. Speaking of: Let customers opt out.
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Tanmoy Mukharjee

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