|
Mike,
Your thinking is correct....not that your work is crap, but that the super rich have staff to screen their mail. I know a few families in that category and they don't even see their mail unless it is a personal letter that has already been screened by staff. Bill Gates even has staff to select the paintings he collects.
My suggestion is to target the upper middle class buyers who have purchased a home within the last year valued between $750,000 and $3 million and who also have an interest in art. They are usually just beginning to collect art to decorate their homes and haven't yet approached the level of the art afficionado who only wants the very best art available.
As Mary's experience shows, using your own mailing list (customers who have purchased in the past or those who have shown interest in your work) or a list that is highly personallized will always show higher returns. Don't give up on direct mail. Make additional trial runs until you get the demographics right. Then keep mailing monthly and you will see responses and sales start to pick up.
Michele,
Don't waste any more time on your current campaign. A zero response in three tries says it is not working. I suspect your mail list demographics are off. See comments to Mike above. You might also want to compare your post card offer to the successful ones shown in this string on page 4. Maybe a little tweeking is needed.
|