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When you think in terms of what your customer wants, rather than what you need to sell, you create new channels of awareness by tapping into my network.
...I opened both envelopes without realizing what was inside and had to chuckle at how I was taken in. They fooled me good. And then I thought about what that says about the state of direct marketing today. Have we sunk so low that we need to trick people into reading our messages? Is it any surprise that forecasters expect direct-mail marketing to decline nearly 40% over the next two years?...
An easily relateable and easy to read article! Direct marketing does in truth, annoy a lot of people, there is too much of it, that is worthless to a lot of people that recieve it, and it then needs to be disposed of. Whether that's by recycling all the catalogues you recieve in the mail, or clicking the delete on all of those email updates you get because you signed up at some point to go in the draw to win something. This article highlights two clear points on how to make direct marketing "suck" less. Dump the junk, and think like the customer. While they are two rather obvious points, it's easy to lose sight of them, and this article is a nice reminder of them, portrayed in a comical light.