Confessions of a Recovering Landlord

I am somewhat of contrarian. If everyone agrees on something, I'm usually the one to take the opposing view.

If I'm talking to my politically right-wing family, for example, I tend to bait them with the obvious benefits of universal health care, legalization of drugs and illegal immigration. If I'm with a bunch of left-wingers, on the other hand, I've been known to advocate the death penalty, abolition of the entitlement programs which keep the poor in their place, and deregulation of business.

It's healthy to have an opposing thought occasionally just to make sure you aren't falling into the trap of group think.

But does that work in marketing?

For the last couple of years, electronic marketing has been the rage - enewsletters, Adwords, social media, etc. I've sat through countless presentations on these subjects. Which got me to thinking....

If everyone else is running to electronic marketing, should I start a direct mail campaign just to stand out?

I don't get a lot of direct mail advertising in my mail box anymore. I don't get much of anything in my mailbox anymore. Most of my bills are handled electronically now too.

But it's just so easy to just hit the Delete button. My enewsletter goes to 2,400 email addresses every month. About 26% of those get opened up which is a little over 600. I'm told that's pretty good. But that means that around 1,800 never see it. 

If I were to send a direct mail piece to that same list of 2,400 people, how many of them would see it? Now this isn't a list I purchased. This is a list of people with whom I have had some contact in the last few years. I bet the percentages would be just the opposite - 74% seeing it and 26% lost or thrown away before being seen.

I am most interested in business services since that's what I do. My clients are companies that lease office space. As a tenant representative, I represent their interests when searching for space and negotiating against the landlord. I do this primarily in the Dallas area especially in far north Dallas, Plano, Frisco, Richardson and Carrollton.

So what do you think? Is direct mail dead or has its time come? Have you tried direct mail in the last 2 years? If so, how often do you send something? What have the results been? 

I came across the following quiz and thought it put things in perspective fairly well.  I don't know who the author of this was, but I like it.  Your thoughts?

Take the following quiz:

1. Name the 5 wealthiest people in the world
2. Name the last 5 Heisman trophy winners.
3. Name the last 2 winners of the Miss America contest.
4. Name 10 people who have won the Nobel or Pulitzer prize.
5. Name the last 6 Academy Award winners for best actress.
6. Name the last decade's worth of World Series winners.

How did you do?  The point is, none of us remember all the headliners of yesterday. These are no second-rate achievers.  They are the best in their fields. But the applause dies. Awards tarnish. Achievements are forgotten.  Accolades and certificates are buried with their owners.

Here is another quiz. See how you do on this one:

1. List a few teachers who aided your journey through school.
2. Name 3 friends who have helped you through a difficult time.
3. Name 5 people who have taught you something worthwhile.
4. Think of  3 people who've made you feel appreciated or special.
5. Think of 5 people you enjoy spending time with.
6. Name half a dozen heroes whose stories have inspired you.

Easier?  The lesson?  The people who make a difference in life are not the ones with the most credentials, the most money, or the most awards. They are the ones that care.  Which are you to your clients?