Direct Marketing... You Have Come A Long Way Baby!
By Gauher Chaudhry
In the early days before the Internet, direct marketing was a
key advertising method to sell products or services to customers
all over the world.
Running a direct marketing campaign can be a very costly
venture that does not guarantee any success. In the early
1980's, there were numerous individuals or companies who used to
spend tens of thousands of dollars to launch full blown direct
You may be wondering exactly how does direct marketing work,
Direct marketing involves sending your sales letter directly to
a potential customer. This can be done by renting a mailing
list from a reputable company that contains names and street
addresses of targeted people.
You can find companies renting these mailing lists in business
trade magazines such as Entrepreneur magazine or Success
The problem with direct marketing campaigns is that they are
limited to individuals or companies that can afford to run them.
For example, a simple mailing of 25,000 sales letters could cost
as much as $35,000. Postage expenses, sales letter printing
costs and stationary add up quickly.
As you can imagine, this type of venture is extremely risky. A
poorly written sales letter could virtually wipe out an entire
A definite *fear factor*.
You are probably thinking why anyone in their right mind would
take a huge risk that involved tens of thousands of dollars
If the direct marketing campaign is a success, then it means a
huge payoff for these direct marketers. They could literally
pay off their whole direct marketing campaign and still have
tens of thousands of dollars in profits remaining.
A risk worth taking.
Direct marketing has now evolved on the Internet in the form of
Email marketing involves sending your sales letter via email to
targeted individuals. The *major* difference is that email
marketing has virtually no costs.
Anyone with a bit of ambition and desire can start promoting
their products or services via email and make thousands of
dollars in a relatively short time.
With email marketing, the orders come in within hours whereas
with direct marketing you may have to wait weeks or maybe even
months before you see any real results.
Direct marketing is risky because if you don't reach targeted
individuals or have a poorly written sales letter, you may hit
the right potential customers but miss the sale and lose all
With email marketing, you can afford to *hit and miss* because
you don't lose anything because sending email is free. All you
have to do is rewrite your sales letter and try again. Email
marketing is a such a great tool that you can literally do it
Email marketing comes in generally two forms. Unsolicited email
and opt-in email. Unsolicited email is when you receive email
without your permission. This is now considered unethical and
responsible marketers do not use this method because it results
in complaints and problems.
Opt-in email is where an individual has given permission to a
company or individual to send them email that may come in the
form of an ezine or occasional email update.
All the successful Internet marketers use email marketing to
reach their customers. Whether it is through their own ezine or
a solo advertisement in another ezine, they are using the power
of email to reach thousands of potential customers.
Unlike banner advertising or pop up windows, email marketing
will continue to be an effective marketing tool because it
reaches the prospective customer right in their mailbox.
Technically, anyone on the Internet with a quality product or
service and a killer sales letter could be only one click away
from a personal fortune.
There are many Internet marketers who have made a small fortune
by sending out a sales letter to their opt-in list which they
built over a few months or years.
Email marketing done responsibly can be the difference between
losing money or making a personal fortune.
I have been reading a few articles from people (who I have never
even heard of) suggesting *not* to start your own ezine. They
suggest this because they believe the Internet is already
saturated and you simply will not have the time to run an ezine.
This is the worst piece of advice to follow. Having your own
ezine helps you stay in touch with current and potential
customers who you can continually market your products or
The people making thousands of dollars on the Internet will tell
you that it wasn't easy and that it required time and effort.
If you are interested in starting your own ezine and start
reaping the benefits of email marketing, I suggest picking up a
copy of my book "EZ Money With Ezine." In this book I layout a
complete blueprint to creating a successful ezine money machine. http://www.ezmoneywithezines.com
The Internet is a wonderful invention that has given the average
individual an opportunity that only the elite had in the past to
make a personal fortune. Email marketing is here to stay and
will continue to be the most powerful marketing tool on the
Copyright © 2009 by Gauher Chaudhry
Gauher Chaudhry is editor of Cool Cash Ezine. You can subscribe by sending
an email to firstname.lastname@example.org with "sub-art" in the subject.
Join Gauher's two-tier affiliate program by promoting his latest book "EZ Money
With Ezines." Gauher teaches individuals how to make thousands of dollars in
the ezine publishing business! http://www.ezmoneywithezines.com
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