From the Oct 28, 2008 issue of the New York Times, an excerpt from the column “The Media Equation”:

Stop and think about where you are reading this column. If you are one of the million or so people who are reading it in a newspaper that landed on your doorstop or that you picked up at the corner, you are in the minority. This same information is available to many more millions on this paper’s Web site, in RSS feeds, on hand-held devices, linked and summarized all over the Web.

Things change. In every business.

Businesses faced with such situations typically have two choices: Adjust or lose the opportunity to do so.

Oh, I guess there might be a third: denial.

The NY Times figured this out a while back. Even the denial part.

To their credit, they’re still changing and adjusting how they provide content – a process of change they’d better get used to.

One example: They created the NY Times Reader, a nice Windows-based program that was created to display the Times in its original format on your screen, complete with high quality font display, 7 days of issues available to read with no requirement to be connected to the net once the news is initially downloaded.

But not all things are bright and shiny in the Land of Change: Another quote from the same column illustrates a collision of new and old thinking, and a teaspoon of Dont-Quite-Get-It-Yet:

More than 90 percent of the newspaper industry’s revenue still derives from the print product, a legacy technology that attracts fewer consumers and advertisers every single day. A single newspaper ad might cost many thousands of dollars while an online ad might only bring in $20 for each 1,000 customers who see it.

Is that just the slightest hint that they are still in a bit of denial about the price of newspaper print advertising out of whack with the value provided?

It’s NOT about how many people see the ad

It’s about who sees it, and further, who responds to it. That’s what advertisers should be paying for. One price to display to just the right audience. Another price if they respond.

Why another price if they respond? A great ad in front of the right audience at the right time will elicit a good response and generate more than enough revenue to make the ad worthwhile.

If this isn’t clear, consider this: If I see a feminine hygiene commercial 42 times (or 42,000 times), is it likely that I will ever respond? Ladies, you could easily find a parallel from the male world that you’d never respond to.

So why bother displaying the ad?

Why doesn’t the NY Times offer the option to never see ads, in exchange for paying more to read it? Or maybe I just don’t have time for ads on weekdays, so the Sunday Times still shows ads to me. Different fee.

It’s 2008. My paper should react to me and my needs. I might not mind ads if they were targeted at my needs, based on demographics and psychographics, among other things.

These ideas are troublesome for a print publication. Revolutionary to the newspaper business perhaps, but easy for a digital publication to deliver.

With all that in mind…

What kind of information should you be looking at for improved delivery? Sales info. Customer support info. How to info. Company news. Info for employees. Info for business partners. Training.

How are you and your business prepared – and continuing to prepare – for the speed that information delivery is changing?

Two choices. Adjust, or become the next $1 magazine like TV Guide. Not a $1 for one issue – $1 for the entire magazine.

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As we’ve discussed here before, unmeasurable advertising is useless. But don’t feel like you have to believe me. In today’s guest post, read why Denny Hatch also doesn’t think much of traditional entertaining TV ads.

As we’ve discussed here before, awards and cuteness aren’t the goal of your marketing.

Results is the only real measure of successful marketing.

Sales. New clients. New leads.

Not warm fuzzies.

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Several of my clients use direct mail for the obvious reasons – it works. Like a chainsaw in the hands of the skilled artisan, the results can be amazing.

Or they can be downright awful.

Common mistakes people make when using direct mail:

• Talking about the wrong thing
• Not knowing your numbers
• Making assumptions
• Not segmenting your mailing

Let’s look at each of these direct mail mistakes (yes, they could also be made in other media).

Talking about the wrong thing

You might remember a project from several months ago where we talked about political candidate websites and what you can learn from them and their signup processes.

I’m still on all those lists, mostly so I can see what techniques they’re using.

One of the candidates keeps emailing me at the end of each month, asking for a contribution and reminding me that the campaign contribution reporting period ends the next day.

As if I care.

I’m a voter, or in small business terms, a prospect.

I don’t give a flip about campaign reporting periods. I care about issues and what a candidate is going to do about them – something rarely (if ever) mentioned in detail in their contacts.

You wouldn’t offer to talk about AARP to a teenager. Why would you contact your prospects and talk about something they don’t care about? Don’t do it.

Not knowing your numbers

Before you stick that thing in the mail, you better have way to track who responds and of those who respond, who orders.

Yes, I mean keep track of and take action based on: How many you mailed, how many the mailing caused to respond, or how many of those who responded actually bought.

Making assumptions

In particular, making assumptions about the relationship you have with the person you mailed to.

I received a piece of mail not long ago that was personalized and made reference to things I had done in the past with this entity, yet made a slew of inaccurate assumptions about our relationship.

The result? The mailer hit the trash before I finished reading it.

You wouldn’t steal a kiss at the front door as you picked up someone on a blind date. Don’t make assumptions about the relationship you have with those you are mailing to.

Not segmenting your mailing

If you were doing the mailing for Ford Motor Company, would you send the same brochure to everyone in the country?

Of course not. But you probably do it with your mailings.

• The same people who buy a Mustang Cobra are not likely to be buying an Escape Hybrid.
• The same people who buy a F350 Diesel are not likely to be buying a Probe.

And yes, it is possible a family might have both, but your mailing’s goal shouldn’t be to sell BOTH, or you’ll end up sending 300 million identical mailers out and getting 0.0000001% response from them.

• You send the camper and boat owners, construction business owners, farmers and similar businesses info about the heavy-duty diesel trucks.
• You send the Mustang Cobra mailing to successful people in the right income brackets and age groups (if you are Ford, you know exactly what those brackets / groups are).
• You send the Escape Hybrid mailing to people who subscribe to Mother Earth News or Money, as well as kayak owners in the Pacific Northwest. But only those in certain income brackets.

You segment your mailing rather than rain huge piles of random paper down on their heads that do little more than empty your bank account.

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