Can One Direct Mail Piece Change Your Business?

Gary Halbert was one of the greatest copywriters of all time. I didn’t just read, I internalized and repeated like a good soldier, every lesson on copy Gary taught – or sometimes, didn’t teach, but expected you to absorb from being…that good soldier.

One of the first things I remember him telling me, because at the time, I wanted it to desperately be the case, was, “Just one good direct mail piece will solve all your problems, because, there aren’t many things writing a check for won’t solve.”

He’s right about that. No matter what your problems, having the ability to write a check to make them go away is very liberating – it almost makes one fearless. Which, I discovered later, is also problematic. You’ve always gotta know that when there’s an upside, you have to insure against the downside.

Perfect example: Let’s say you mail 10,000 postcards today. Tomorrow, since you sent them from a local mailing house, your phone begins to ring incessantly. Nonstop. In fact, you know many people aren’t even getting through because when you try to call in to check on things during an extra-long lunch meeting, you can’t even get through. You have to TEXT your own office to see what’s going on, only to get, “Sorry, can’t talk. Phones ringing nonstop.”

I’ve had this happen on many occasions. It frustrated the hell out of my office staff. But, it was great for the P&L statement. More calls = more orders = more money in the bank = more money to solve my problems with.

So, does it all start with a good direct mail promotion? Some might argue it starts with a well-executed set of Google ads. Perhaps.

I’ve never been party to that, but I have been to chaos and fun from mailing a killer direct mail piece that stirs every emotion you could possible reach with paper and ink.

If you’re tired of struggling with less-than-adequate returns on your direct marketing efforts, and tired of the cost to implement, did you know that one of the benefits ClearPath Society members have are the use of my time-and-market tested postcards that have built 3, private, fee-for-service practices that I have personally been involved with?

Get your hands on ‘em. To learn more, click here.