Direct Marketing – Powerful Communication

Recently, Direct Marketing News published a persuasive article on how compelling a personalized letter can be.

Within direct marketing various channels of communication are used. You can send a letter, postcard, E-mail, use television or radio ads, billboards, Internet banner ads and the list goes on. But nothing says personal like a hand written letter from one person to another hands down.

This particular Direct Marketing News article cited former President Bill Clinton as an example. President Clinton wrote a letter to North Korea’s leader Kim Jong-II offering condolences for the loss of his father. At the time, President Clinton was requesting the release of two captive American journalists.

Although a prompt E-mail could have been sent, this request was not sent via E-mail, Tweet or a Facebook private message. It was an old-fashioned letter on paper – with the specific intent of reaching out to Kim, making a connection and then asking him to respond through action – on paper.

Just like you would do with a close friend, these two leaders connected through pen and paper – emotions communicated through the written word. When you are trying to make a connection with a potential client, you personalize it.

Finding the lesson here is easy; for direct marketers when you have a relevant message for consumers, consider using direct mail. If you take the time to create something that is going to get noticed and make sure it gets into the right hands, it may not create an international news event but it may produce the results you are looking for.

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