Some of you will laugh at the very thought of direct mail, but I can assure you, it’s a great source of connecting with prospects and existing customers alike. Particularly in our overly-junked-up-email world where people tend to pillage their inboxes and delete anything that doesn’t require a personal response. People respond completely differently to direct mail, that arrives on their doorstep, than they do many other forms of media. Direct mail can be as basic as a postcard or a letter on letterhead, or as complex as a full “shock and awe” box that has lots of stuff in it that gets your prospect really engaged like CDs, DVDs, MP3 players, books, magazines and just about anything you can fit in the box as we learned when we put a straight razor (sans blade), a shaving brush and more in our boxes that we mail out for our www.KennedysBarberClub.com franchises that we sell.

I sent out about 18,000 direct mail pieces last month, and I re-learned a few lessons, just like I always do. Maybe I can save you a few dollars, and a few lessons by sharing some of the most important things I