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Life Health > Running Your Business

What kinds of direct marketing are most likely to attract your attention?

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Walter T., 67
Tempe, Ariz.

“I get to spend a lot of time online now that I’m retired, and I notice that a lot of the sites I visit have ads for financial services or free seminars. I clicked on one of those once because it offered a free gift card just for looking at their program, but it took me to a page where I had to fill out a pretty extensive questionnaire that asked for a lot of personal information I wasn’t comfortable giving out. Needless to say, I never got that gift card.”

Anne Q., 63
Toledo, Ohio

“Thanks to the ?do-not-call’ law, I think it’s called, I don’t get any more telemarketing, so that’s a relief. But every now and then, I’ll get something in the mail that’s cleverly designed or packaged so that I just have to open it. But I prefer mailers that are printed in large type, since I’m pretty blind. I also like things that are quick and to the point – I don’t have the time or energy to read a two-page letter – so if you can tell me what your point is right off the bat, that’s the best way to get my attention.”

Marjorie S., 73
Rochester, Minn.

“I’m not exactly sure what you mean by direct marketing, but if you mean letters or phone calls, I guess I would prefer to get something in the mail – but it has to be honest and crediblelooking before I open it.”

Jerry B., 68
Eau Claire, Wis.

“None. I throw away all junk mail and have caller ID so I never answer calls from numbers I don’t recognize. I learned a long time ago that letters marked ?urgent,’ ?check enclosed’ and things like that are usually just solicitations; so all that goes straight to the paper shredder. It also annoys me to think that my name is on some sort of marketing list out there, because I seem to get a lot of those things.”


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