True. So you want to know about direct mail? Well, you are in luck because today I'm going to show you one of the best direct mail pieces that I have received all year. It comes from a friend of mine, Leo Hamill, who owns a jewelry store in San Diego. And Leo's not only an incredibly successful business owner, but he's also a pretty damn good marketer too, as you're going to see in just a second. But before we get to the letter, I want to take just a couple of seconds and explain why direct mail is so powerful. See, direct mail used to be the primary way that businesses would market to existing customers, and you may even be old enough to remember running out to the mail to get a stack of mail, only to come back inside and realize that 90% of it is pure advertisement. Well, today most of that advertising has gone online, and if you're like most people, you're far more likely to find a cluttered in than you are a cluttered mail. So, I think the first advantage of using direct mail is that there's less competition. Now, the second reason that you might consider direct mail is because it's more expensive. Now, you might think that that is a negative, but in reality, it's a very powerful form of value signaling. See, the more time and money someone has spent to reach you with their message, the more importance you give to that message. In short, the more expensive your marketing, the more effective it tends to be. And finally, it's a lot easier to target your ideal customers than you might think. The US Postal Service even has a tool that you can use to send mail to different customers in...
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