Marketing – Do You Make this Direct Mail Mistake?

Like most business owners, I get a lot of direct mail from other businesses.

And I’ve noticed that a lot of these mailings make one big mistake – they don’t make an offer.

By “offer” I don’t necessarily mean a discount or a special concession, what I mean is something for me to respond to (i.e. direct response advertising).

I’ll give you an example:

I received a letter last week from a local printer I had never heard of.

(I can’t remember their name, I’ve already thrown the letter away)

They basically said “hello” and told me they’d be “happy to take care of my printing needs”.

(you know this type of letter, you’ve received letters like this yourself)

Now, this means nothing to me.

I’m not on some “printers’ blacklist” where I struggle to find printers who’d agree to take my business. As long as I’m willing to pay their fee, any printer in town is going to be happy to do business with me.

So, all I know about this particular printer is what I already know about every printer in town: that they’d like my business. I don’t know anything about how they compare in the areas that matter to me:



speed of service

quality of printing

quality of design

So, there was nothing in the letter that had value for me.

I have no reason to respond positively to this printer and my response was simply “so what?”

(actually it was “poor guy, he probably got some bad marketing advice”)

So, my advice to anyone who’s thinking of doing a mailing is to ask themselves “what am I offering here” before they send anything out.

Because, if you’re not offering something of value to the reader, his response is probably going to be somewhere between “so what?” and “who cares?”

The notion that he’s going to file away the letter so that, at some point in the future, he can put in the time and effort to find out if you’ve got something special to offer, is fanciful.

It makes a lot more sense to give him this information right up front and, if he believes he might benefit from your services in the future, he’s more likely to file the letter… and call you first once he’s in the market.

One of the key features I look at when I critique marketing materials (particularly sales letters & adverts) for my clients is the offer.

The first 3 questions are:

Is there an offer?

Is the offer clear?

Does the reader know how to respond?

You’d be amazed how many sales letters (or flyers or ads) fail on just these basics… and the business wonders why they get few or no responses.

The 5 Best Offline Marketing Tactics

Without some sort of marketing plan, most businesses are unable to attract new customers and boost their income. Some forms of advertising are more effective than others, depending on a company’s location or industry. Each business has to choose which methods are the most effective attracting customers and producing a high conversion rate to sales. Some of the most effective forms of offline advertising are TV, promotional labels, sign spinners, billboards and direct mail. A combination of methods and testing productivity is the best way to find out what works. Here’s a look at five of the best offline marketing tactics and what they involve.

Direct Mail

The most popular forms of direct mail advertising are postcards, flyers and newsletters. Advertisers use bulk mail rates and zip code targeting for a strong return on investment (ROI). Merchants can include promotional codes and specific discount specials on direct mail advertisements to track effectiveness. Coupon packs shared with several other merchants in the same region are practical for businesses on a tight marketing budget. Barclays Capital projects advertisers will spend about $25 billion on direct mail advertising in 2012.

Sign Spinners

Sign spinning is a one-on-one advertising technique that combines extreme sports with signs and street performing. Individuals do tricks and stunts with lightweight sign boards to attract attention for local businesses and events. Those passing by the sign spinners stop to watch the performers and ideally become customers of the sign spinners’ sponsors. According to AArrow Advertising, sign spinning was introduced into the offline marketing scene by AArrow founder Max Durovic in 1999 as a derivative of sign holding. It is now performed by advertising companies worldwide.


The popularity of TV commercials is no accident. According to Nielsen Media Research, 98 percent of American households own at least one TV. With saturation in nearly every household, the average American will watch at least 2 million TV commercials by age 65. Barclays Capital estimates that TV advertisers will spend $60 billion in 2012.


According to Advent Visual Advertising, more than 66 percent of billboard viewers make their shopping decisions while they’re in a vehicle. Nearly 75 percent of those who view billboards go shopping on their way home from the office. This gives billboard advertisers a chance to appeal to the consumer’s need to make decisions on the go.

Promotional Labels

One cost-effective marketing method that leaves room for creativity is the use of promotional labels. A label can say anything and go anywhere. For example, labels emblazoned with the company’s name, logo, address, phone number and web address are ideal for sticking to the outside of boxes and envelopes for shipping orders. Handouts at trade shows, open houses and catered events might feature a simple message or a logo and web address. Retail businesses often use promotional labels as decorative seals for gift boxes and gift bags. Another option is to print the name and date of a sale or special event on promotional labels and post them on bulletin boards everywhere in town. Or perhaps you just want to give out free samples of your brand new hot sauce.

Some businesses use offline advertising tactics to drive people to their websites, while others use them to attract new customers or sell goods and services directly to clients. Successful companies use a combination of promotional labels, billboards; TV, sign spinners and direct mail deliver their message to a variety of potential customers.

Features To Look For In A Car Audio System

Full-range systems are the most common type and include all the drivers in one box. Once you have decided on the type of system, you need to decide on the features you want, because there are many different types of car stereo in Wellington.

Here are some features and things to check when buying a car audio system.

Size and sound quality

The size of the car audio system will affect the sound quality. A small system will not produce as good sound as a larger system. Many aftermarket car audio systems offer great sound quality, meaning that you don’t have to sacrifice sound for size. Some popular brands are JBL, Pioneer, and Kenwood.

If you want the best possible sound quality, consider adding an amplifier and subwoofer to your system. An amplifier will give your system more power and make it louder. A subwoofer will add bass to your music, making it sound fuller and richer.

Adding these components can really improve the sound of your car audio system. However, make sure to consult with a professional installer to ensure that everything is installed correctly and safely.

Bluetooth capabilities

Bluetooth connectivity helps you to stay connected while on the go. It allows you to make hands-free phone calls and play music from your phone or other Bluetooth-enabled devices. Many car audio systems come with built-in Bluetooth capabilities, but if your system doesn’t have it, you can add a Bluetooth adapter. This will allow you to easily connect your phone or other devices to your car audio system.

Bluetooth is a great feature to have and it can really help keep you connected while driving, especially if you spend most of your day on the road.

Auxiliary input

An auxiliary input will help you to connect your non-Bluetooth devices to your car audio system. This can be helpful if you want to listen to music from a CD player or an older iPod. Most car audio systems come with auxiliary input ports, but if your system doesn’t have one, you can add an adapter. This will allow you to easily connect your devices to your car audio system.

Having an auxiliary input is a great way to connect your old devices to your new car audio system and keep the tunes going.

USB port

A USB port is essential in this day and age in order to keep your devices charged. Almost everyone has a phone or tablet that needs to be constantly charging, and a USB port is the perfect way to keep them powered up while on the go.

Most car audio systems come with at least one USB port, but if your system doesn’t have one, you can add an adapter. This will allow you to easily connect your devices to your car audio system.

Radio pre-sets

Radio pre-sets are a great way to keep your favourite stations at your fingertips. Pre-set buttons allow you to quickly and easily access the stations that you listen to most often. These days many car audio systems come with pre-set buttons. This will allow you to store your favourite stations in memory and access them quickly and easily. Having pre-sets for your favourite radio stations is a great way to make listening to music while driving more convenient.

Display screen

The display screen is an essential part of any car audio system. It allows you to see what track is playing, change the volume, and more. Without a display screen, it would be difficult or impossible to control your audio system while driving.

Some car audio systems come with a built-in display screen, while others require an additional device such as a phone or tablet. If your car audio system doesn’t have a built-in display screen, make sure that you have one that will work with it.

Other additional features

There are plenty more features that come with new car audio systems these days, including:

GPS: This allows you to see where you are and get directions while driving.
Touchscreen: A touchscreen provides a more user-friendly interface than traditional buttons.
Remote Controller: This helps you to control the audio system easily without having to take your hands off the wheel.

When shopping for a car audio system, it is important to decide what features are most important to you. Do you need a display screen? How about Bluetooth capability? Consider all of your needs and wants before making a purchase. While systems with many features can be quite expensive, you can still find one within your budget since there are so many different brands and models available out there in the market. Sometimes you can even get a quality audio set up when buying used cars for sale in Wellington or elsewhere.

If you are looking for a car audio, make sure that you also keep someone in mid who does car stereo installation in Wellington. It is always best to get a professionals help since some stereo systems can be quite complicated to install on your own.