Is direct mail your area of expertise?

Is direct mail your area of expertise?
What business are you in? If you are like most business owners we talk to your primary business is not sales promotions, direct mail, online direct marketing, web site manager... You are selling a product or delivering a service and that determines the nature of the business you are in.
If you sell carpets, chairs and tables you are a furniture merchant right?
You have to be focused on the exact business you are in to stay on top of your game.You have to understand where you are in relation to your competitors. When you are looking for benchmarks you look at the industry category you are actually in. Your competitors are not every person who runs a website, blog or catalog.
Sales promotions and direct mail response rates are merely methods you use to sell your products. Your concern is with the overall nature, health and trends within your business. Your concern should not be with the refined techniques of print media, web media etc.
Are you willing to seek outside assistance? Or do you really think you should become and expert in sales promotion as well as being an expert in the actual business you are in.
If you accept the argument that your focus should remain on the core business you are in... and if you accept the idea that you should seek outside assistance in areas that are not part of your core business (like direct mail or online promotions)... then you should make sure the help you get truly has the experience and expertise your business needs.
It would be a nice perk if the expertise you seek is coupled with experience in your specific business but it is not essential and frequently not available.
A good marketing coach or consultant will know how to draw upon your specific business expertise in areas where it applies and put it together with highly specialized marketing experience and professional knowledge to create a partnership of complementary skills that will lead to your success.
You might also like to read these:

Planning for Direct Marketing Success
Direct Mail Response Rates

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