A friend of mine who works in direct marketing sent a link this morning to an article about the benefits of “junk” mail. It brought to mind the fact that creative types have long resisted the notion of accountability in advertising. Could that be why direct marketing tactics are frequently the last (and least well defined) item in agency written marketing plans?

 

You see, it is true. Direct marketing is the most easily monitored. All of the numbers are there. You can see what worked, how long it took, and make a reasonable guess why. That should be a good thing, right?

 

I think that the problem may be that direct mail requires a different kind of creative thinking. Sure, the concept is important. Truth is, though, that technique is even more important. The logic of the piece has to be bulletproof. The message has to be concise. And, maybe most annoyingly, the benefit has to be clear, compelling and in the reader’s face.

 

It can be pretty hard for an agency to be both concise and on target. Face it. Logic isn’t usually one of their strengths. Besides, decorating a brand with imagery that “creates affinity” or makes some kind of “subliminal connection” is a lot more fun. (And, some would say, easier.)

Now don’t get me wrong. There’s nothing wrong with image advertising. It’s a necessary and powerful way to make friends and influence people. Along with your customers’ actual experiences, it “feeds” your brand. Still, there’s something to be said for skillfully executed direct mail that actually sells stuff. That’s probably why the most highly valued copywriters in the world are those who can get the job done with direct mail.

 

Bottom line? If you’re good at it, creating great direct marketing can make you very popular. And that, my friends, is why I love junk mail!