Is Direct Mail Boring?

image of bored woman“Do I have to use direct mail? It’s sooo boring and old-fashioned. Can’t we just send electronic media kits with case studies and company info?”

This question came from a company in London that wants to break into the US market.

Unfortunately, the target audience (reporters) isn’t likely to care about company background information and case studies. Neither will her potential customers. Reporters want a story that will get them column inches. Prospects want to know what you can to for them.

Never, ever, ever plan a strategy based on what YOU think is old-fashioned, or interesting, or cutting-edge: do what will appeal to YOUR AUDIENCE. It’s NOT about you. It’s about what they think. You may think that sending beautifully designed electronic press kits will get you coverage. The press will think it’s spam.

Photo: riot jane