Founder and CEO, PostcardMania
a postcard direct mail marketing company               Â
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Is mass marketing a discretionary spend for organizations?
That is ridiculous. Anyone that thinks that is not in business for themselves. Marketing is as necessary as the phone bill, rent, or payroll, and it should be part of mandatory expenses. If you cut your marketing, you cut your income.Â
How do you recommend marketing practitioners increase their income by 1% in one month?
First, they need to understand that clients need to be educated. Marketing costs money and this can be the answer to their prayers; so they are very emotional about it. They need to be placed in the driver’s seat. In fact, when you educate the client and hold nothing back, your ‘care factor’ comes through and you earn the client’s trust, which gives you an exceedingly good reputation. Â
Next, you need to position yourself as an expert by writing articles and reports; get them posted on sites all over the Internet. People want to hire a marketing professional who is known and has published results. Then you have to let the masses know you are the ideal person; this can be done with postcards on a regular basis. I use the Hubbard Management System to run my business and learned from it that ‘it is the size, not the quality, of one’s mailing list and number of mailings to it that determines the gross income on an organization.’ It is this very datum that I used as one of my key and only pieces of data to expand my company and it put me on the road to learning so much about marketing… People give up too quickly with mailings because they do consider it discretionary and that is a sure mistake.
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