You are much farther ahead if you can find one direct mail company who really cares about you and your success. Unfortunately, there are few direct mail companies really care about you, your ongoing success, and have the ability to run consistent non-repeating campaigns. When you find an effective direct mail company you like, stick with them. Your bottom line will thank you.

Don't use advertising agencies, newspapers, or anyone else that doesn't specialize in direct mail exclusively. You wouldnt go to a general practitioner for brain surgery. Why would you go to a general practitioner of advertising to do a specialty like direct mail? If you were sick or had a disease, would you go to the cheapest doctor you could find, or would you go to the best? I am confident that most of you would want the best. So why look for the cheapest direct mail for your floor traffic problems? Go get the best.

A good direct mail company rotates your lists and letters. They keep track of what you have mailed, who you have mailed it to, and when it was mailed. This way you get a consistent result instead of a herky-jerky spike of success followed by a drop-off.

If you're a dealer who jumps from company to company looking for the new best thing, most of your inability to sustain consistency is your own fault. That mentality will not allow you to work with one company or enjoy the benefits of consistency. Change your mentality about direct mail and you will reap the rewards. Remember: One effective direct mail company is better then 100 mediocre ones.

I hope you have enjoyed the 13 critical errors made in direct mail and how to fix them all tips that Ive shared with you over the past eight issues.

If you would like to get the complete report of 13 critical errors and how to fix them, go to www.mail-rite.com/reports.htm.

Ó-David Alan The Automotive Direct Mail Guruä- is CEO of MAIL-RITE INTERNATIONAL INC., a direct mail advertising company. David is also the author of the best selling book The $100 Million Dollar Playbook. David can be reached at 440-519-1515 or This e-mail address is being protected from spambots. You need JavaScript enabled to view it .