Sometimes the difference between keeping a customer and losing a customer boils down to just how easy it is to do business with you.

Now that the piece has gotten enough attention to be opened (the biggest hurdle of direct mail, where a 1% to 3% response rate is considered average) it is time to turn to sales letter copy. Each peice of direct mail should have one single purpose. I don’t care what that is, you decide. Just be sure you aren’t trying to get your prospect to do more than one thing.

Typically, your first step in direct-mail would be to design a campaign. What? A campaign? Is this some sort of Crusade or something? YES! Exactly. You’re wasting your money if you only send one mailing. Or even if you send multiple mailings which aren’t consistent.

One very important marketing tool is your company name, though you wouldn’t think so if you looked at some of your competitors’ names.

If you want to take advantage of every opportunity possible to grow your marketing and your business, you need to take advantage of