The Best Buy for your Buck! Part 5

What happens when things just don’t quite add up? If you’re like me, you start looking for the culprit!

Last time, we talked about the #1 advantage of direct mail marketing… measurable results. The facts are the facts, and direct mail marketing is 99% measurable. Now, that’s pretty darned good, but just where in the world does the missing 1% fit in?

It adds up to positive exposure. Think about it this way… there are always a few who just don’t fit the mold. They’re the pack rats of marketing. They don’t respond right away, nor do they discard your marketing material. It lies around dormant on their refrigerator or in their head for a future date. Suddenly, out of the blue they walk into your place of business a loyal customer.

What happened? It’s a clear-cut case of positive exposure that paid off. Hold on! I’m not suggesting that you count it as having a dollar value when you’re measuring results. Just don’t forget that the cumulative affect of exposure does add up to 1% of your direct mail results… the hidden 1% that statistics can’t pin down.

By the way, have you stopped to consider what the single most valuable asset of your business really is? Next time we’ll find out…

Dedicated To Your Further Success.

All the best,

Allyn Cutts

PS To contact me via email, Click Here

About the Author

Allyn has spent over 24 years helping businesses like yours find new customers and increase sales to current customers.

Allyn consults personally with clients to design and deliver offline and online direct marketing strategies that focus on metrics and measurable results. You can learn more about Allyn Cutts at http://AmazingMarketingStrategy.com or you can call 610.437.4106 between 10 AM and 4 PM Eastern Time Tuesdays and Thursdays

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