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If your direct mail piece has been sent to the right
demographics (consumers that have a need for your
product and or service) you have significantly
increased the odds that they will purchase from you.
However, they may not have a need to purchase from
you immediately. Thus, they look over what you sent
them and put it aside, planning for a follow up at
some point in the future.
Then a couple of months later their priorities
shift. Suddenly, the product or service they were
thinking about purchasing "sometime" becomes the
product or service they need now. By this time,
however, that first direct mail piece you sent may
be filed, misfiled, buried on the bottom of a stack
of non-urgent things to do, or even tossed out
during an home cleanup campaign.
If that has happened, who is likely to get the sale?
Assuming there are several competitors all selling
very similar products or services at very similar
prices, the vendor whose name is most familiar
because they have made the most recent and/or
frequent contacts with the prospect is likely to get
the order.
Position your company to win those delayed sales by
continuing to send those direct mail pieces.
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