One BIG shot or multiple smaller shots?

Are you better off mailing one direct mail package at $1200 per M, or two at $600 per M or three at $400 per M?

You may be better off mailing a series of less expensive packages than you are dropping your $$ load in one pile. You have a better chance of catching a prospect in the *responding* mood if you expose yourself to him/her repeatedly.

It's also easier to force yourself to focus on one primary appeal per package when you use multiple follow-up packages. And it's that singular focus which might appeal to different prospects.

Bottome Line: It's worth testing one big shot versus multiple smaller shots.

But you know what will probably work even better? A big shot ... followed by a series of smaller shots (given your marketing budget is sufficient).

Cheers ... and bottoms up.

Copyright 2007 by Galen Stilson