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Within nine months, we were making about $25,000.00 a week using the direct mail methods Russ taught us. I know direct mail marketing works, because I'm one of its many success stories.

We used to hire Russ to come to our home in Kansas and work with us over the weekend. At that time, Russ charged us $2,500 for a weekend of his time and expertise. He's an absolute master when it comes to making money with direct mail, and I was privileged to watch the master to work. We'd pick him up at the airport on a Friday night and, starting very early Saturday morning, we'd sit around the dining room table and talk about all kinds of products and services our customers might be interested in, as well as new promotions. Russ would get excited about something that we were talking about, and he'd start writing on one of the many legal pads we had waiting for him there.
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Meanwhile, Eileen and I would sit back in awe, watching him writing fast and furious, as quickly as he could; and when he'd stop, we'd talk more, drink some more coffee, and eat some good food. Then he'd be at it again. He was taking all the ideas we were expressing, and translating them onto his legal pads as he wrote the sales letters. When he left on Sunday, we'd stop by the typist's house and drop off all those pads to have them typed out and saved to a floppy disk. Then I'd tweak the copy he wrote, send the resulting sales letters out to our customers, and start raking in the profits.

Somewhere along the line I said to myself, "I want to learn how to do this." It took me eight years to learn it to my satisfaction -- and I'm still learning. It's a fascinating, lifelong process.

Direct mail marketing sounds simple, but doing it well is not. Sure, it's just a matter of taking ideas for new, related products and services, writing simple sales letters communicating those ideas, putting them into envelopes, and sending them to your best customers -- people who have already bought something from you before. That's as simple as it can be. But most businesses aren't doing that. They're doing what Eileen and I did before we met Russ: constantly chasing new customers, not doing enough to sell additional products to their existing customers.

Once we started using direct mail to sell to existing customers, Russ helped us learn how to use direct mail to create sales letters for new customers -- those who were interested in the kinds of things we were selling, but had never done business with us before. That's when the millions came pouring in. You get an incredible feeling when you put together your first direct mail package and the orders start arriving. It's exciting, addictive, and profitable. So: let's take a look at the main advantages of direct mail marketing, and why you should make it a part of your business.