Denny Hatch’s Compelling Case for Direct Mail

A lot of folks, even after decades and decades of success with direct mail in virtually every market segment, still believe that direct mail is not a viable medium to promote their business.

Of course, if you know me, I think it’s one of, if not the top media, you can use. No matter what it is you sell. There is very likely an application in direct mail.

I get an occasional email from Denny Hatch and also visit his blog. If you don’t know Denny, he goes way back in direct mail and years ago, when I first came across his work, it was a newsletter if memory serves, called, “Who’s Mailing What.”

Inside, he dissected direct mail campaigns that kept popping up, indicating to him, they were successful. And, he began to track who was mailing what.

Here’s what Denny Hatch has to say about Direct Mail and its advantages over Television:

1. Lists of people with specific illnesses are available, so your marketing money is being spent efficiently only on qualified prospects.

2. Unlike a TV commercial that can be instantly silenced or banished by a remote control, a direct mail package does not go away with a simple click.

3. Direct mail is not like a commercial break where the viewer walks out on you and goes to the john. In fact, your offer might be taken into the john for uninterrupted contemplation.

4. “Of all practical advertising media, only direct mail offers a sufficiently large canvas for telling a complex story.” —Bill Jayme

5. A direct mail message is not limited by time (as in TV) or space (as in off-the-page advertising). Plenty of room exists for features, benefits, a guarantee, testimonials from happy users, endorsements by physicians and perhaps a hot potato or two (e.g., a discount certificate with perceived value or the promise of a nifty premium).

6. It is possible to ask for an order and make it easy to order.

7. When you get a response, it can be traced back to the offer and original list, making a precise accounting of ROI possible.

8. The last half of the direct mail effort will not be devoted to a litany of harrowing disclaimers that range from constipation, headaches and nausea on up to amputation, blindness and death.

You can read more about Denny Hatch and his companies, here.

Jerry Jones Direct Newsletter

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