Most of the mail that you send is junk mail. Most of the mail that you receive is junk mail, in that you don't want it and it's not personal to your needs but it has your name on it.
Most of the direct mail that you put into envelopes and send out as postcards is also junk, in that it's not relevant or personal to the recipient.
So should we all give up using that horrid direct mail as a marketing technique?
I was listening to the great Drayton Bird discussing this recently. Drayton is probably the smartest and most experienced minds in UK marketing. Drayton's view is that the majority of most things is junk.
The majority of TV is junk, but we call that Trash TV, the majority of literature is junk, we call that pulp fiction, the majority of the weather in the UK is junk, we call it British weather. Most of the media is .... Most email you receive is junk, but we call it spam. Thank all those techiess for inventing spam filters. The majority of the football I see is junk, is that because I support Blackpool?
Then, just because this stuff comes through your door with your name on it and you have to bend down and open the thing we give it a special more odious title. Because we have to act as own spam filters and bin the stuff we don't want we give it the pantomime villain name of Junk.
Now, you don't normally have Seth Godin and Drayton Bird agreeing but on this they do, junk is junk, trash is trash and pulp is pulp. You are wasting your time and money and not impressing the reader.
Find a more relevant way to communicate.
Be more relevant.
Think what does your prospect want? It's probably not another piece of mail or email from you.
You have probably had enough of me.
Was this blog junk?