I would be willing to bet that many of you reading this column are involved with startup or relatively small companies. I would further wager that sooner or later you are confronted with how to apportion your limited marketing budget. Don't give up.
Mail is the most popular form of direct advertising in use today.
This did not come about by accident. Direct mail works. Some direct mail campaigns work because they are well conceived. Mail allows you to make more frequent contacts with a specific message at a lower cost per contact. Direct mail allows you the opportunity to compare your company to your competitor in a private forum without rebuttal.