By Bruce W. Marcus, Contributing Editor
Editor's Note: In the first part of this three-part series, Bruce W. Marcus looks at how direct mail can work best within the peculiarities of professional services marketing and selling. Look on RainToday.com to read part two and part three of this series.
It's a good thing that direct mail, the way it's advocated by many direct mail specialists without professional services marketing experience, doesn't work. If it did, you'd be spending most of your time fending off prospective clients that, for one valid reason or another, you really don't want.
Does that mean that direct mail doesn't work in marketing a professional firm? Of course it works. But not in the same way as it does for product marketing. The differences are profound – and quite significant.
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