THE LATEST MAGICAL MARKETING TOOL …

… is one of the oldest in the book. I’ve always been a fan of direct mail (the targeted kind, not the mass junk mail version). And my clients will tell you that I’m quick to recommend it in this age of tweets and suites. In fact, I’ve told audiences that direct mail may even be more effective today, simply because so few companies are using it.

But don’t take my word for it. Lois Geller has been one of the doyennes of direct marketing for decades, and in a recent blog for Forbes, she shares her thoughts on why direct mail continues to outpull most other marketing channels.

If you’re a marketer, her arguments are well worth your time. (And I have to chuckle that I learned about the blog when a client who has endured years of my recommendations forwarded it to me.)

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