The term “direct marketing” is often synonymous with “mail order.” It comes with set-in-cement success principles dating to the turn of the century, which might make you think: Why would I ever think of applying that to my local brick-and-mortar retail business, service business, or professional practice?
Here’s why: Because direct marketing—actual, good direct marketing—is a misunderstood, best-kept secret in many categories of businesses. It offers you a real competitive advantage. But you must do it right.
To show you how small details make the difference, I’m taking one single advertisement…and then picking it apart. This is a real ad, with just a few things blurred to protect the almost-innocent. And when
