3 Ways Direct Mail Is Delivering What Google Doesn't for Small Business

Jan 15, 2014, 08:00 ET from Entrepreneur Press

IRVINE, Calif., Jan. 15, 2014 /PRNewswire/ -- Google has become the go-to method for search marketing, prompting small business owners to regard direct mail as irrelevant. According to direct mail marketing specialist Craig Simpson, embracing this viewpoint is a mistake.

"The truth is, more commerce and wealth is created by direct mail than any other media," says Simpson in his new book, The Direct Mail Solution: A Business Owner's Guide to Building a Lead-Generating, Sales-Driving, Money-Making Direct-Mail Campaign (Entrepreneur Press 2014) with Dan S. Kennedy.

Simpson claims that while there may be 3.3 billion searches on Google each day (and thousands, in many cases, can return millions of results for each) there are three simple things Google doesn't do that a successful direct mail campaign does:

  1. Direct Sales. They happen when people aren't shopping.
    A person who shops with your competitor is probably not looking to replace them. However, if your sales ad shows up in their mailbox making a case for superior service and presenting a terrific offer, that same person who hadn't thought about switching could be encouraged to try your service or products.
  2. Sole Focus. An online search never lists just you.
    A Google search will result in millions of competing options, drawing potential customers into confusion and chaos. "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," explains Kennedy.
  3. Guarantee. Buying online ads doesn't mean people will see them.
    Google is constantly changing their algorithms and rules, judging your ads and determining your ranking and how much traffic gets to you—making them in control of your ads, not you. Direct mail campaigns are pretty static and you control it. You create the ad, pick the right people who get it, and you keep the profits.

Dan S. Kennedy is a strategic advisor, consultant, business coach who directly influences more than one million business owners annually. He is the author of the popular No B.S. book series from Entrepreneur Press.

Craig Simpson has managed thousands of direct mail campaigns and has grossed hundreds of millions in revenue for his clients over the past 15 years. Simpson is the owner of Simpson Direct Inc., an Oregon-based direct marketing firm, and a respected speaker/presenter on the topic of direct mail.

Their new book The Direct Mail Solution: A Business Owner's Guide to Building a Lead-Generating, Sales-Driving, Money-Making, Direct-Mail Campaign is available at all fine book retailers. 

SOURCE Entrepreneur Press