Living Among Giants
P+P: What is the best type of advice you can offer to novice distributors leery of entering the direct mail sector?
SG: Direct mail can really pay off if done correctly. So, first of all, find a good source to discuss postal regulations. The best design in the world will not work for you if the USPS won't accept it. Once you know the design guidelines, plan out who the best recipients will be. Do not blanket mail. Use a list to target who your best recipients will be. You may need to find a source to help you get the best mailing list. Your No. 1 element is list, followed by design, followed by offer. All three of these elements need to be focused-on and well thought-out. It would be best to team up with a company that is familiar with direct mail to help you get the best results.