But regardless of individual variation, their aim is similar-to make the recipient part with his money for anything from a worthwhile charity to speculative stocks. While the receipt of advertising matter is old stuff to most people, the presence of the personal name on the envelope usually invokes wonder. A few will write to the company demanding, “Where and how did you get my name? I’ve never bought from you before.” Some of the letters are not so mild. Even those who order the product in response to the advertising often suggest that they would appreciate greater haste in learning how the name was obtained than in getting the order. Sources of Direct Mail Names The names are assembled from public records (vital statistics), newspapers, phone books, industrial and professional listings, classified directories, newspaper and magazine subscriptions, church and fraternal membership rolls, and from other mail order firms where a purchase was made or an inquiry sent. Of most interest to the beginner is how to get a good list of likely prospects, and for once the way is smooth. The majority of lists on sale are registered with one or more of many national list brokers (see Appendix). A letter to any of these brokers, explaining your product or service, will bring you a response with a comprehensive description of the choice recommendation. A specimen of an actual list broker’s offering card is reproduced-the list owner’s name has been cancelled, but the information is correct. Even names on public record are best obtained through brokers. They have the facilities to compile more thoroughly than an individual, and because they divide the cost of compilation among regular subscribers, the price is very often considerably less than it would cost to compile directly. For example, the Jiffy Diaper Company wishes to circularize mothers who have just given birth.
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