Even though online consumer trends continue to grow, a virtually endless amount of business can still be gained through offline marketing methods. For example, when done right, direct response mailers such as post cards, flyers, booklets and letters have the power to motivate prospective customers to contact you immediately or to act on a specific offer. Even if you are dealing with the type of people who love watching the Home Shopping Network, these people still need the proper amount of motivation to move from their natural point of procrastination before they are willing to take out their credit card or checkbook for a complete stranger.

One of the reasons why many businesses fail to see the value in direct response marketing is because they have businesses that are solely Internet business, believing that the physical marketing world has nothing to do with the type of business that they run. Huge mistake! The most successful businesses are those that incorporate a large variety of marketing methods—the more marketing lines that you have in the water the better your chances of landing a whale of a client. It is similar to a financial portfolio where it is suggested to diversify your portfolio to protect yourself against being completely wiped out if something goes wrong with your sole investment. Use your offline marketing pieces to drive traffic online—always, always include your Web address on your direct response mailers. The bigger and more successful you want your business to be, the more media avenues you will need to go down to expand your reach and get in front of a larger target audience.