Black Friday or a Blue Monday, No Matter What Day It Is The Day is Coming When You Can’t Email Califonia, So What Do The Experts Recommend You Do? The Answer Just May Surprise You…

A recent article in an industry publication called DIRECT Magazine was making some pretty dire predictions about the future

of emailing into California. This expert was basically calling the anit-spam law a ”nightmare” and advised the following:

(1) Remove all California e-mail addresses from your files unless or until you have specific written, signed consent from each to e-mail to them
(2) Make sure your affiliates and 3rd party marketers are not sending e-mail into California;
(3) Do not send e-mail newsletters that contain advertising or offers.

So let’s apply the good old ‘What if’ test. What If he’s right, don’t you think that pretty much puts a big time dapper on this media into this market?

Now, don’t panick because all is not lost because just as sure as New becomes Old…just hang in there and Old becomes New again. (So I am hanging onto my paisley ties and my gigantic ‘fly away’ shirt collar shirts…they’ll be back )

So with a glance into their crystal ball the same magazine predicted THE NEXT BIG THING would be —-Viola! Direct-mail!

Yes siree buddie!  Good Old Faithful  ”snail mail” returns (actually as we all know it never really left) to the top spot  of available media.

Here’s why. Direct mail is THE ONLY targeted medium that has not  YET been almost regulated out of existence. Now I emphasize YET, because complacency on issues that effect our rights to market via this media is a real concern for leaders in this industry and if they are concerned then you should be concerned too!

So just because Direct mail presents the targeted reliable solution today does NOT mean that this will be the case in the future. Not due to not being effective…that will never be the case…but due to legislation happy power wielding ignorant people.

Direct mail has been solid throughout the e-mail boom and for the wise marketer it will ALWAYS be a main stay in their marketing mix because it is hard to beat a properly written letter in a properly designed envelope. A recepient subconsciously thinks…’I wonder who this is from or what is this all about or This person invested time writing this and money to send this so I may as well read it”. There is a mild reciprocal effect  that is hard to beat.

Now I can just about hear the wimps out there saying “it cost too much to do Direct mail”. My answer is. It cost Too much for you NOT to do direct mail so if you really have a business that can’t bear that cost, it’s a lousy business; fix it or get out.

Harsh words? No, simply Accurate words. In addition, I’d wager it is easier to fix the business than you’d think.

So there you have it…Presto! The ‘Old becomes New’ and the wisdom of the ages continues to be wisdom.

Speaking of wisdom.

Here are A few of the books that I’ve read in the last few months and If you’re interested in getting them simply do a search below and get them on Amazon:
Setting The Table by Danny Meyer….This is a great book on sales, management and creating the experience of hospitality. Insightful easy read
Broken Windows by Michael Levine….Fascinating book and a must read for ALL businss owners.
MicroTrends by Mark J. Penn & E Kinney Zalesne….Excellent read that helps you position your sales and business for profits
Richistan by by Robert Frank…I may have recommended this before, but I’ll do it again…Great book to open you mind to the Mass Affluent market that is available to EVERYBODY…After reading this book if you don’t have ideas on how to target this market then you may need to hold a mirror in front of your mouth to see if it fogs up….another easy read, but chocked full of money making information.

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