Why direct mail works

Direct mail or e-mail communications work best when you are able to identify a specific, real and current problem – and then suggest a solution to it. By communicating with somebody directly – from you to them – you are able to write to them as an individual and make a compelling case for an answer to a problem they face. If your argument grabs their attention and then talks to them in their language about their problem, you have a much higher chance of getting a response from the prospect. 

When it doesn’t work is when it becomes junk mail: a bland letter sent to anybody who will read it and that talks only about what you do, paying no heed to the problems of the person you are contacting.

This material comes from one one of the Marketing Mentor Marketing Seminars.