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Adam's Advice: Give Direct Mail a Chance

Direct mail is one of the most powerful ways to market your Home Care agency or Hospice, but it's not for the faint of heart. Direct mail marketing encompasses directly-mailed advertisements, letters, offers, mail orders, coupons, postcards and more. While it doesn't always make the immediate sale, direct mail can at the minimum, produce very crucial leads.

Today I'll provide a few quick pointers on the advantages and challenges of direct mail, and then we'll dive in a little deeper in upcoming weeks.

Advantages of direct mail over other advertising methods:

• More accurately test and measure results
• Concentrate on a targeted audience
• Personalize the advertising
• Expect a greater overall number of qualified responses
• Enjoy repeat sales from former clients and obtain referrals

Challenges of direct mail (why it can fail):

• The company has no direct mail expertise
• The sales letter or mail piece is poorly written
• The mailing list is not appropriate for the offer and/or does not reflect the desired demographic
• The list itself is inaccurate and/or is not current
• The offer is not strong enough to elicit the desired response

When used correctly, direct mail can be a major lead-producer and relationship-builder for your company. Check back next week as we begin to look at how you can make direct mail work for you!