WHAT IS THE OBJECTIVE OF THE MARKETING FUNCTION IN DIRECT MAIL?
A. First, to narrow the prospect list to “the people who are the most likely to purchase, and make that purchase as soon as possible.” If this mailing doesn’t work, you need to reconfigure something. Next, to create an irresistible offer that makes people want to “buy now” and possibly, “buy more than one.” Finally, make sure customers are satisfied after receiving your goods or services, so they will continue to be your most likely prospects to purchase again, and will refer you to their friends. Q. I’M THINKING ABOUT ENTERING AN INDUSTRY. WHERE DO I GET MORE INFORMATION ABOUT IT? A. Most industries are served by their own group of specialty magazines where you can learn about the industry. Additionally, many industries have associations that are staffed by trained and knowledgeable professionals. Get the magazines, then call the association headquarters and ask for industry information. Q. HOW DO YOU FIND ALL THE MAGAZINES THAT SERVE AN INDUSTRY? A. Use the magazine directories at th
