Old School Direct Marketing Makes Comeback

Social media and technology driven marketing are all in favor...but something odd and often forgotten is making a comeback.
George Clay

Done right it works --- especially with the personal touch that engages your prospect and pulls them into your offer.

What I'm describing is personalized old school direct marketing ---- cards and letters that not only get read...they bring new business to your door.
But wait! Not everybody is on board with this odd ball relic from old school direct marketing 101.
From New York City a client emailed his thoughts about a peronalized first-class letter I sent to him last week


I think it's great, but my Mike thinks that the question of personalized, first class direct mail is only for people of our generation, because the younger ones, they wouldn't read it or take it home as they are the internet/e-mail/cell phone generation.

Do you think he's got a point?


 Before I give you my response I'd like to hear from you. Where do you stand with this old school marketing relic called direct mail?

Old School Direct Marketing Strategy

Direct Marketing Strategy
George Clay

Slick marketing is out.

Frugal market testing is in.

And once again tested old school direct marketing strategy is in favor.

Old School Direct Marketing Strategy Tips

And before going further — do yourself a favor. Download a FREE copy of the greatest collection of direct marketing strategy tips ever collected into one book.

I’ve been a big fan of this book for years.

Test everything on a small scale.

Keep what works…discard what does not work.

In this way costly mistakes are avoided.

Bottom Line: The book is a gold mine of tested direct marketing strategy tips that will change the way you think and act about  marketing small business regardless of where you decided to run your ads.

Done right, any product or service can be market tested using these old school direct marketing strategy tips. 

Research proves that one ad can sell 15 1/2 times more than another...that with small differences in copy or headline one ad can pull FIVE times more orders than its competitor.

But it wasn't always so!

In the early days of advertising there was almost no research.

Then came the depression....when cost-conscious advertisers DEMANDED to factors behind the success or failure of advertisements.

This is when meaningful, scientific advertising really began. This is when WISE advertisers learned how to test and measure the efficiency of their selling efforts.

They learned what kinds of headlines attract the most readers...why copy under pictures gets higher reading...which kinds of pictures get attention...how split-copy advertising works...which appeals succeed...which fail.

They learned that almost any question about the effectiveness of their advertising could be answered cheaply, quickly, and finally by a test campaign.

And that's the only way to answer them --- not by arguments among corporate decision makers.

Hey, It's YOUR Money!

  • "Advertising is a business of words, but advertising agencies are infested with men and women who cannot write. They cannot write advertisements, and they cannot write plans. They are helpless as deaf mutes on the stage of the Metropolitan Opera." ...David Ogilvy,OGILVY ON ADVERTISING
  • "I do not regard advertising as entertainment or an art form, but as a medium of information." David Ogilvy
  • "Remember that the people you address are selfish, as we all are. They care nothing about your interest or your profit. They seek service for themselves. Ignoring this fact is a common mistake and a costly mistake in advertising. Ads say in effect, "Buy my brand. Give me the trade you give to others. Let me have the money." That is not a popular appeal." ....Claude Hopkins, SCIENTIFIC ADVERTISING