The Secret of Starting an Instantly Successful Business
Disciplines other than designers and copywriters use the archive—direct marketers that want to see offers, premiums, pricing and competitive possibilities. Also the list community and number crunchers have embraced the archive, which enables them to create myriad special reports on all facets of direct mail.
“The Directory of Major Mailers”—which lists several thousand mailers along with the contact information and mailing package descriptions—is cross-indexed geographically, making it absolutely indispensable for anyone that is job hunting. You have just been laid off by a direct marketing company in Boston? The directory lists more than 80 major direct mailers in the Boston area.
Now both the archive and “The Directory of Major Mailers” are available on a Web site with the information—and many of the mailing packages—instantly downloadable. In addition, the Archive receives 20 to 50 packages every month from mailers that have not been seen before; these become prime prospects for vendors.
The future of these products? American direct mail is the best in the world for one reason only: With 300 million people (most of whom can read English and have discretionary income), 100 million households, 12 million businesses and a postal service that calls on every one of these entities every business day, it is possible to test down to a gnat’s eyebrow. Europe and Asia have nothing like this. American direct mail works in other countries—and in other languages—because it plays on the seven key copy drivers, the hot button emotions that cause people to act: fear, greed, guilt, anger, exclusivity, salvation and flattery.
I see a day when this niche business—now Internet-based—that provides American direct marketing know-how and helps to generate sales and profits will span the globe.
One more point: The WHO’S MAILING WHAT! archive contains over 20 years of information on what works and what does not. Nobody can successfully start a competing business. The Chinese cannot steal it.