Like everyone I get loads of junk mail through my letter box in the mail. There is always more of this stuff in newspapers or magazines that I buy.
I throw it all away. I estimate I actually look at 1 in 1000 of these fliers – and that is probably on over estimate on my part!
So my question is:
How come the highly trained and well qualified marketing folks who design these things think it is a good use of the money of a business for it to end up in the waste bin of (I would estimate) 8 out of ten households?
As far as I’m concerned 1 word of mouth recommendation will beat 1000 brightly coloured slick professional fliers dropping through my letterbox.
The best way I ever heard of to deal with junk mail was this method by a work colleague.
He saved all his junk mail for three months. Then he packed it into a large parcel and write on the package – ‘postage to be paid on receipt.’ He sent it to Readers Digest with a handwritten note inside saying: ‘Now you know what it feels like!’
I love that …
Junk mail doesn’t irritate me … I just feel it is a complete waste of time and money and out of touch with what we customers actually want.
We are far more discerning than marketing professionals think.