Takeaways to Consider
The 8 Advantages of Direct Mail Over TV1. Lists of people with specific illnesses are available, so your marketing money is being spent efficiently only on qualified prospects.
2. Unlike a TV commercial that can be instantly silenced or banished by a remote control, a direct mail package does not go away with a simple click.
3. Direct mail is not like a commercial break where the viewer walks out on you and goes to the john. In fact, your offer might be taken into the john for uninterrupted contemplation.
4. “Of all practical advertising media, only direct mail offers a sufficiently large canvas for telling a complex story.” —Bill Jayme
5. A direct mail message is not limited by time (as in TV) or space (as in off-the-page advertising). Plenty of room exists for features, benefits, a guarantee, testimonials from happy users, endorsements by physicians and perhaps a hot potato or two (e.g., a discount certificate with perceived value or the promise of a nifty premium).
6. It is possible to ask for an order and make it easy to order.
7. When you get a response, it can be traced back to the offer and original list, making a precise accounting of ROI possible.
8. The last half of the direct mail effort will not be devoted to a litany of harrowing disclaimers that range from constipation, headaches and nausea on up to amputation, blindness and death.
