The other day, I wrote about a direct mail piece I got from Gold’s Gym.Â In the piece, Gold’s Gym skipped the envelope and sent their direct mail piece in the form of an oversized post card.Â Instead of dominating the piece with an image of the ideal hardbody one might be seeking when one joined a gym, instead the dominant image was that of a cell phone.
John Jantsch in his post “Trick or Trust” offers some advice about getting your envelope opened, which is the name of the game in the direct mail arena.Â John wisely advises against “trickery” such as disguising your mailing as a notice from the IRS….
Trust is the most important part of the small business marketing hurdle. Don’t prove yourself untrustworthy before you get a word out.
Great advice from a master marketer.