Clothes. Lipstick. Cameras. Groceries. Industrial tools. Jewellery. Music. Toys. Amazon took years to turn a profit selling just books. They stand no chance selling against tightly
focussed competitors (where would you go to buy
toys, for example, Amazon or Toys R Us?). Success
in direct mail marketing goes to the specialists, not
the generalists.

You will make more money over the long term by
narrowing your focus to one type of customer
(female CEOs, let’s say), one product line
(women?s business suits, for example) or one
customer problem (working mothers, for
example).

Narrowing your product line makes you more
memorable in the mail. The Scrubs & Beyond catalog
catches the attention of hospital administrators
because it carries a complete line of scrubs, uniforms
and accessories for nursing and medical
professionals. The House of Cans catalog stands out
in a cluttered marketplace because it features
square, oblong and paint cans.

Even businesses who use direct mail to generate
sales leads can stand out in the mailbox by narrowing
their focus.
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