The Do’s and Don’ts of Direct Mail Marketing
Direct mail can be the most lucrative marketing piece of any hvacr contractor’s year. It can penetrate doors other ads never reach. It can increase phone calls like no amount of image marketing ever could. It can open the minds (and checkbooks) of prospects in a way telemarketing can never hope to emulate.
Yet it can also be a big bust. With the wrong letter, you may as well have donated your postage money to charity and at least felt good about it. Many hvacr contractors have experienced disappointing results with direct mail. But poor results from a direct mail piece may not reflect on the medium, but rather the message. Let’s look at an example to see what I mean.