Did you “try marketing” this year? If you did, you probably wasted your money. Here is what usually happens: You saw a television or radio ad for a competitor or received one of the company’s postcards — by mistake.
I wish I had come up with this phrase. I didn’t. It was given to me by small-business expert Mike Ratchford, who says that the purpose of good direct mail is to stop recipients so they don’t do the typical “left hand, right hand, trash can.”