In some cases, you have to be very careful in deciding what constitutes a “good deal” or price for the service. Some printing and distribution providers will offer discounts without backing them up. However there are reputable resources offering direct-mail advertising and local advertising solutions with good pricing. Many printers offer different types of paper stock, your choice of full color or black and white, as well as a variety of distribution lists—all will impact the pricing structure. Remember that the format of your direct mail is an important factor in the success of your marketing efforts. For example, consumers treat Clipper Magazine as a magazine compared to other direct-mail resources. Its shelf life lasts six to eight weeks in the home.

The point: Pricing is not the only factor you should focus on when you choose a direct-mail advertising partner. Think about what value you are getting to help you build your professional image and brand. It is always wise to choose the best in the industry.