Letter: Misunderstood Marketers
As professionals, we know that our work and expertise make a valuable economic impact. But it sounds vaguely illegitimate to the uninitiated.
When asked what I do by a non-DMer, my stock answer is, "I eliminate junk mail." After all, that's what it's all about. An offer placed at the right time to the right prospect isn't perceived as junk. It is a valuable and timely communication.
So what we really do is use these vast repositories of information in appropriate, and non-invasive, ways to help identify the majority of prospects who are not the right targets for any particular message.
The bottom line is that Stevens is right. We don't get very good press on this point.
Dave Clark, Chief leverage officer, LCI Solutions, Des Plaines, IL