The Power of Direct Marketing

Direct Marketing News just published a powerful article on how compelling a personalized letter can be.

Direct marketing is full of various channels of communication.  You can send a letter, postcard, E-mail, use television or radio ads, billboards, Internet banner ads and the list goes on.  But nothing says personal like a hand written letter from one person to another though.

The Direct Marketing News article cited former President Bill Clinton as an example.  President Clinton wrote a letter to North Korea’s leader Kim Jong-II offering condolences for the loss of his father.  At the time, President Clinton was requesting the release of two captive American journalists.

This request was not sent in an E-mail, Tweet or Facebook private message.  It was an old-fashioned letter on paper - with the specific intent of reaching out to Kim, making a connection and then asking him to respond through action – on paper.

Just like these two leaders, when you are trying to make a connection with a potential client, you personalize it.

The lessons here for direct marketers are that when you have a relevant message for consumers, consider using direct mail. If you take the time to create something that is going to get noticed and make sure it gets into the right hands, it may not create an international news event but it may produce the results you are looking for.