Here’s a little story I heard the other day. And, as they say on Dragnet, the names have been changed to protect the innocent.
A group of business leaders gathered in a hotel meeting room somewhere eon the West Coast. They were there to hear from a presenter on the topic, “Direct Marketing Really Works!”
During the course of the presentation, which focused mainly, as most presentations do today, on the Internet and the subject of Direct Mail came up.
Near the back of the room, one executive raised his hand and as the speaker encouraged debate and questions during the presentation (as opposed to “at the end only”) the questioner rose to ask his question.
“Why should I waste my money on Direct Mail? It doesn’t work… it doesn’t work for anyone, it’s a big drain on the budget and does not justify the expenses.”
Why indeed!
The presenter asked if this was a common feeling in the room, and 75% of hands went up in solidarity.
At this point, the presenter asked a simple question.
“Have any of you heard of Google?”
Every hand in the room went up.
“Raise your hands if you use AdWords, Analytics, or any of the other Google products.”
Again more than 75% of the hands went up.
The presenter reached into his “bag of samples” and pulled out three direct mail packages he received in the past three months… from Google!
“Did you get these in the mail?” Again, 75% of the hands went up.
“So, if it’s good enough for Google, why isn’t it good enough for you? If it’s good enough for 1-800 Flowers, and The Golf Warehouse, and every utility, financial institution, cell phone company and health product supplier… why isn’t it good for you?”
“And do not say it is because they have unlimited money to spend. Google does not throw money away, no matter how much they have! Neither does any of those other companies.
They do it because it works! They do it because they make money doing it!”
So, I guess you have to ask yourself one question…
“If it is good enough for Google, why isn’t it good enough for YOU?!”
“Here endeth the lesson…”
(I would like to know what you think about usi ng direct mail as part of your marketing plan. Send an email to me at one of the addresses below, or leave a comment on this post. Thank you!)
Peter T. Britton
Idea Generator. Wordsmith. Resultant.
www.WhyGreatWordsMatter.ca
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