10 Ways to Put More Zing in Your Prospecting With Alternative Media

First trend: Postage and printing costs keep rising. It now takes greater sales per catalog mailed to break even. The old standard of $1 has risen to $1.25 or even $1.50.

Second trend: As cataloging has grown, more catalogs are being mailed. There’s greater competition in the mailbox and the office in-box. Response rates have deteriorated. The good old standard of 2 percent is seldom achieved unless the catalog is highly niched and highly targeted. Today the standard is more like 1 percent (and sometimes even lower).