© 2005 Dream Merchant

Dream Merchant • 2309 Torrance Bvd. #104, Torrance, CA 90501 (310) 328-1925 email: Jkm316@aol.com

ADDRESSING THE ISSUES

One of Our Long-Time Columnists Addresses 
the Most Frequent Direct Marketing Questions.

©2005 by Jeffrey Dobkin

PART THREE

Hi there...Jeff Dobkin again. Let's continue our look at some of the best (and most frequently asked) questions on marketing.

Q. HOW DO YOU FIND THE ASSOCIATIONS FOR PARTICULAR INDUSTRIES?

A. You can usually find the associations in the industry magazines, and at the industry trade shows. In addition, here are three great sources for finding associations:

The 828-page NATIONAL TRADE AND PROFESSIONAL ASSOCIATIONS OF THE UNITED STATES ($99) reference tool lists 7,600 associations, and is published annually by Columbia Books, Inc. (www.columbiabooks.com 888-265-0600, FAX 410-810-0911) along with its companion, THE STATE AND REGIONAL ASSOCIATIONS OF THE U.S. directory ($79).

Association lists and data are also available in the ENCYCLOPEDIA OF ASSOCIATIONS by the Gale Group (800-877-Gale) on disk, CD, and online through Lexis-Nexis. This hardbound, three-volume set ($505) is the mother lode of associations, showing detailed information on more than 23,000 local, state, national and international associations.

Another great resource of associations is THE ASSOCIATIONS YELLOW BOOK, from Leadership Directories. It profiles in great depth 1,045 of the leading U.S. trade and professional associations. From Leadership Directories, Telephone 212-627-4140;

www.leadershipdirectories.com

Q. HOW DO I GET A COPY OF A PARTICULAR MAGAZINE?

A. Call the publisher and ask for a media kit (my publisher friends are gonna hate me for this!). A media kit is what publishers send to potential advertisers to entice them to purchase advertising space (Ahem...you were thinking about taking out an ad in the magazine, weren't you?). Sample copies are sent along with the advertising rate information by first class mail.

Q. WHERE CAN I BUY A MAILING LIST?

A. List brokers are found in the phone book or in the magazines that serve the direct marketing industry (see above to get sample copies of them). Most magazine publishers sell their lists of subscribers. Also look for directories of associations, who usually offer their membership list for sale. Catalog publishers almost always sell their lists of buyers.

There is a great directory--the Oxbridge Communications Directory of Mailing Lists--which can be found at the library. It reveals over 20,000 lists and all the supporting data: size of list, cost, origination, broker, etc.

Many mailing list companies publish their own catalog. The catalogs are free on request. I've written an article showing the content and depth of the top dozen or so catalogs of mailing lists. For a free copy of this article, drop me a large stamped envelope with your request (Jeff Dobkin, PO Box 100, Merion Station, PA 19066). Sorry--no email requests for this will be honored.

Q. WHAT'S THE MOST VALUABLE SHEET OF PAPER IN ALL OF DIRECT MARKETING?

A. A letter. If you don't include a letter in just about any direct mail package you send, you could be losing up to 40 percent of your response. At 1.5 cents, it's cheap insurance to increase the response of any mailing.

Q. IF A LETTER IS SO STRONG IN DIRECT MAIL, DO I NEED A BROCHURE?

A. You should have a brochure or better yet an "informational booklet." This is used to build credibility for your letter and bring strength to your offer. The brochure tells, the letter sells. Use product features in the brochure, and reader benefits in the letter.

Q. WHAT'S THE MOST EFFECTIVE CAMPAIGN IN DIRECT MARKETING?

A. It's a series of mailings. First, it's a series of letters to your top 100 prospects. Next, it's a series to your top 100 customers. (If you're in a medium-sized business, it's mailing a series of letters to your top 1,000 prospects and customers). Then, continue mailing to them--the cost is under $5 to mail a series of 10 letters. If you can figure out a better campaign for under $5, let me know. If you figure out a better campaign for any amount, let me know.

Jeffrey Dobkin, author of HOW TO MARKET A PRODUCT FOR UNDER $500 and UNCOMMON MARKETING TECHNIQUES, is a specialist in direct response copywriting. He writes powerful, response-driven sales letters, TV commercials and scripts; persuasive catalog copy; and exceptionally hard-hitting direct mail packages that increase sales. He also analyzes direct marketing packages, ads, catalogs, and campaigns. Mr. Dobkin is an acclaimed speaker and a direct marketing consultant. Call him directly at 610-642-1000 for free samples of his work.

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