Maybe, because you're somehow affiliated with the marketing industry, you do this too ... While you're driving around your own town or city, or anywhere else, and you see a new business has opened up, you instantly pass judgement as to the long term viability of that business. I an spot a failure from 100 yards away.
Not to boast, but I am right more often that I am worng. I see businesses pop up that seem to have not given a single thought as to whether anyone cared that they were in business or bothered to see if they had a good offering and a ready and willing group of buyers.
Just because a person has a great idea and "always wanted to have their own business" is NOT a good enough reason to pump lots of cash and time into making it happen! Unless they are SURE they indeed have a good idea.
I have seen this happen countless times. And I have talked to a lot of these people. Failed busines owners. It's a large group. And a large part of the problem is they don't understand marketing or how people think and operate.
It's no different in the DM world. Not all ideas are good ones. I am continually amazed at some of the stuff people send to me who want to take a swipe at mailing an offer. I have looked at mail peces that truly, honestly suck.
The moral of the story is this: When you own a busines of any sort, smart marketing rules. And if you aren't smart enough to do it yourself, hire a pro. Or at least ask one to do you a favor and review your plan.
Stephen Kimball
Freelance DM Copywriter
www.skcopywriting.com
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