Direct mail in Atlanta, particularly if done without a phone call follow up, takes time to develop. Unlike direct sales, mailing as well as website traffic development requires patience and determination. We recommend 6 mailings to the same targeted customers before you see good results.
The problem is that companies get stuck at the 1st or 2nd mailing then stop not knowing that the vein of gold is around the corner. The typical owner then proclaims to all around that mailing doesn't work. Not true.
As long as you send correspondence that has a consistent and assertive (offering a promotion of some kind) message each time, your prospects will come around. One nice thing is that with the right message, you can shorten the sales cycle considerably as you're both selling and educating.
The rewards for the patience and determination are much greater than for direct cold-call sales. Also, the direct mail piece can be used as a 'tester' to determine which message is effective and can be used in other advertising mediums.
What's been your experience with direct mail?
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