Successful Direct Mail Campaigns


The accountant leans over towards me from the other side of his desk with a proud grin.

“It’s remarkable how, when you understand the numbers, they tell a story. Most people, if they’ve never done a direct mail campaign, will do it wrong.”

It takes an analytical mind to fully appreciate the power of numbers in a direct mail campaign. The constant barrage of facebook updates, tweets and status notifications is inundating and can certainly out-shout a letter in the mail. Or can it?

Direct mail has been around for a long time. There are no ad blockers, spam filters or other barriers to the recipient. It’s almost guaranteed a view and if done right, will help someone solve a particular problem.

“They key is in finding relevancy to your audience,” said Bill Conner, the accountant.
Continue reading

ABZ Planning & El Capitan

On the north side of Yosemite Valley, near the western end, there is a vertical rock formation named El Capitan. It’s considered one of the most challenge rock faces to climb up and is a favorite among advanced rock climbers.

If you speak with some of these climbers, they constantly are talking about the “route” they take to get to the top. Which hand-holds in a sequence of moves makes the most sense to get to a certain spot and where it gets tricky. It’s planning and like all good plans, you have a projected anticipation of what’s to come and how to get there.

Continue reading