Beware of Direct Mail "Rip-off" Artists

The direct mail industry is riddled with con-artists who look to make a fast buck on your desire to grow your business. This is not to infer the that everyone is a con. There are hundreds of good direct mail companies that provide a valuable service to their clients. This article provides some basic advice on how to avoid those companies that do not have the client's best interest in mind.

Here's some things to beware of:

1. Direct mail companies that partner with printing or do both. Often, these companies have a lower total price, but a higher profit margin because they "piggy-back" their jobs together with several other advertisers and clients. In this case, the client unfortunately does not reap the rewards of better savings. When you are dealing with this kind of business, you need a tough-nosed advertising agency to negotiate a lower price.
   
2. Direct mail companies that offer ridiculous low list prices. This should be a warning sign. One tip-off that a rip-off is about to occur is that they employ sales people on a commission basis. This sales person is more concerned about making the sale rather than providing you what you need.
   

Here are some things you can do to protect yourself and your business:

1. Always get a firm quote and make sure that they put it in writing.
   
2. Check the postage costs and make sure that mail provider gives you a US Postal receipt showing the number of pieces mailed and the cost.
   
3. Higher a professional advertising and marketing agency that will shop legitimate printers, mail houses and list brokers. Remember, a good ad agency works for you, and the small investment that you pay the agency will produce big returns on savings and results.
   
4. Never ever leave the design copy writing up to the printer or direct mail house. The design and copy writing should be handled by a professional ad agency that knows and understands direct marketing.
   
5. Political candidates become "fat-cat" targets for many direct mail houses who give absolutely no reduction in price, and in fact, raise the cost for political candidates. A political candidate running for office should never work directly with a direct mail house. To do so is like flushing your money down the drain. Work with a good advertising agency that knows how to get the best possible rates and understands the secrets of negotiating one direct mail house against the other.

Final Thought:

Direct mail can be an effective medium especially when designed professionally and delivered to potential buyers. Follow these basic guidelines and you will begin generating more return on your investment than you ever imagined. Direct mail does work!

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