Are You Are Wasting Money On Direct Mail

A lot of houses have sold in my neighborhood. Evident from the flyers stuffed in my box from real estate agents who have told me so. Some are printed on some decent stock paper but most on normal paper that you would find in a photocopier.

Some have their pictures on them, some have all their qualifications, their million dollar clubs etc..

One in particular highlighted Bank rates, gift ideas, color schemes and selling your house over the Christmas season. It was more of newsletter. I get it. Stand out from the rest.

Waste of money.

The rationale for using direct mail is that it costs peanuts and one sale will more than cover the costs for years to come.

Your direct mail piece makes no connection with me.

And to the "one hour" company that thinks by hand writing my name and address, with their return address only and an actual stamp is going to work, guess again.

The first time you did get me to open it. Fool me once shame on you.

No fooling the second time and it went right into the garbage.

And as for a referral, don't hold your breath.


Tony Mariani

3 Things I Don't Understand About Retail

1. Why you will only open two registers when you have five and the lineup for the two registers is almost out the door.

2. That your employees have not been versed on the flyer you sent out.

3. You want me to join your frequent customer club, then make sure all your franchise stores are linked to the one main data base. I went into a different location than I normally shop at and was told by the cashier that each store has their own data base. I didn't have time to give all the information all over again just to get my 15% discount.

Tony Mariani

Why Retail Can Be Hard

A quick 6 pack of my experience to buy a car charger for my cell phone.

1. Your staff member grunted at me instead of hello.
2. Your staff member had to ask me to repeat myself twice busy he was to busy talking and laughing with a co-worker.
3. Your staff member then grunted and pointed to the back wall where the car charger I needed was instead of going over and getting it for me.
4. I had to wait to pay because your employee was to busy trying to call into a radio station to win a contest.
5. I then got the rolling of the eyes when I asked if I could get my purchase bagged.
6. And lastly. Tell your employees the only phone your employees should be answering is yours, NOT their cell phone!

Tony Mariani

What Do Your Ads Say

Platitudes in ads. There are some beauties out there, but topping the chart has to be, "qualified and knowledgeable staff".

Its a wild assumption, but chances are that quite a few of your customers have used the internet and are pretty knowledgeable themselves.

Qualified and knowledgeable staff, 25 years in business, lots of free parking gives the consumer not one good reason to shop at your store.

Ask your customers why they shop at your store and see if you can find a theme. Use that information to craft an ad you can shout about.


Tony Mariani