The Intrepid Group |
Recently we have been hearing some strange statements about direct mail marketing and its benefits for publishers. Don’t get us wrong. We’re all in favor of direct response. We make a significant portion of our living at it. But direct mail is not magic. It does not guarantee profits for you. We believe that a dash of realism is called for. For example: 1. Most books will NOT succeed in direct mail. Think about it. If direct mail were a sure thing, wouldn’t every publisher be rich? 2. Direct response is NOT limited to sending out sales letters, brochures or catalogs. Space ads may sometimes bring you more orders -- at lower cost. 3. Which are more effective, single-book mailings and ads, or multiple-book mailings and ads? That depends upon a) your own list, b) the available mailing lists, and c) the available media. 4. How do you discover which is best for you? Simple: prudent testing. But also, not so simple: prudent testing demands some sophistication (unless you have the time and money to reinvent the wheel.) 5. A good book is not enough. For that matter, neither are ten good books. You must somehow a) find the people who need these books and b) make them realize that they want them. 6. But even that is not enough. You must give them a reason to order NOW. (Yes, there are proven ways to close the sale.) 7. You don’t have to gamble the business to test in direct response. In fact, you shouldn’t -- under any circumstances. If anybody tells you otherwise ... if anyone suggests that you spend money you can’t afford, show that person the door. You do not have to spend money you are not comfortable spending -- ever. If you start small and spend cautiously, you never lose what you can not afford to lose. 8. And if the test works? You still don’t gamble your bankroll. (This is Colorado, not Las Vegas.) At every stage, you expand cautiously. By now the real risks (modest) are behind you. At this point you are seeing how far you can take it. Here some mailers forget prudence. Greed takes over. But for no good reason. Prudence can take you farther than greed -- and with no real risk. 9. Even a strong book and a successful mailing or ad are not enough. How is your backend? Nothing personal. I’m only saying that if your fulfillment and shipping are not geared for direct response, you won’t cash in as you should. 10. Your mailing or ad succeeds. Now what? Happily, this should be only the beginning. Do you know how to follow up? We do. Do you know how to turn one winner into a whole moneymaking publishing program? We do. More Than Just Great Fulfillment! The Intrepid Group offers small publishers marketing support through our consulting services, copywriting and catalog production, and mailing list acquisition. Our unique background in direct mail marketing and book and magazine publishing enables us to offer small publishers the answers and guidance they need in today’s competitive market. If you need this kind of support, please call us. Let us tell you about the 97 years of combined direct response experience you can draw on. We’ve had our share of successes. Maybe you’ll be our next one. |
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