Direct mail is an effective way of marketing as long as the business has an accurate marketing list. The business has to be able to send its material to people who are interested in the product the business is marketing. There would be no use sending an advertisement for a supplement for male issues to an all lesbian commune. It would just be a waste of time and money.

That is why the smart businessperson makes the investment and consults list brokers. Here up-to-date consumer mailing lists can be obtained and, with the right direct mail copywriter, money can be made. And not a lot will be wasted on those who aren’t interested in the supplement for male issues. Finding a good copywriter is important too but that is a topic for another entry. It would just take too much time and space to go into the merits of what a good copywriter is.