People send mailers for all the wrong reasons.

Are you thinking about sending out a flyer or mailer? Stop! Why are you sending it? Unless you have a clear picture of your reason, you’re cooking up a recipe for disappointment!

Most people who send out flyers are thinking DRM, or direct response marketing. Compare that to “branding” or image marketing, and you’ll find two different kinds of animals, which should never be confused for each other. If you’re looking for a response, that is you want the orders to come and the phone to ring, you’ll need a relevant and compelling offer to motivate your customers.

DRM won’t work for every type of business. Sometimes the reason for the mailing is to build awareness of your brand in the marketplace. That’s something that happens over time. Sorry, no shortcuts here. Instead think about how many times and ways you can “touch” your customer over the next six to 12 months. If there’s a trick here, it’s to be memorable.

So much of this stuff gets confused because it looks so similar on the surface. A mailer is a mailer, yes?
Couldn’t be more wrong!