Direct mail marketing specialist, Craig Simpson, thinks that it’s a mistake for small business owners to believe that Google is the best marketing tool for them. He says, “The truth is, more commerce and wealth is created by direct mail than any other media.” Simpson, along with Dan S. Kennedy has written The Direct Mail Solution: A Business Owner’s Guide to Building a Lead-Generating, Sales-Driving, Money-Making Direct-Mail Campaign (Entrepreneur Press 2014)
According to Simpson, a direct mail campaign can benefit you in ways Google can’t, even though Google may get more than 3 billion searches every day. Search engines are a great tool for expanding your business, but that doesn’t mean they should work alone. Use website optimization and e-marketing in synergy with an effective direct marketing plan, for ideal results.
You are the focus; result? Direct sales!
A potential customer, searching on Google for goods and/or services will find all your competitors, as well as you, and the result is just a lot of confusion. Kennedy says, ”Even if the person searching checks out 10, 25, or even 50 search listings, the odds of them finding you are slim. Circumventing your search with direct mail limits those odds and puts your business at their fingertips.” With direct mail, whether or not she has been using another company, you go directly to her and your ad, offering better service and options and specials she cannot find somewhere else, can convince her to use you.
Buying online ads doesn’t mean people will see them.
Google monitors and rates your ads, depending upon how many folks get to you, meaning that, in effect, Google controls your advertising. With direct mail, you are always in control. You find a particular demographic, create your advertising, and send to your market.
The bottom line is that direct mail is superior to Google in most of the ways that matter. So, if you wish to be in control of your advertising and reach the people you want to reach, use direct mail and save yourself a lot of time and money.