| ©2004 Jeffrey DobkinThere are two types of | | | | |
| lists, determined by their origin: compiled | | | | exceptionally easy to use. These reference |
| lists | | | | tools are each about the |
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| and response lists.Compiled lists are a | | | | size of the Manhattan phone book and contain |
| common source of names and records that have | | | | nothing but list data: who |
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| been gathered, collected, and entered into a | | | | owns what list, number of records in each, |
| database. The names may | | | | source of names and, list |
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| have been acquired through public records | | | | pricing. Both tools are available in major |
| such as vehicle owner | | | | libraries.List brokers are found in the phone |
| | | | book in every major city. They can |
| registrations or high school teachers. | | | | |
| Directories, such as a directory of | | | | be heaven, supplying incredible information, |
| | | | or hell, looking for that fast |
| plant maintenance engineers, are usually | | | | |
| compiled lists. Many lists are | | | | buck. Make sure you ask tons of questions |
| | | | before handing over any |
| compiled from categories in phone books | | | | |
| across the U.S. Examples | | | | money. While you pay the broker, he |
| | | | actually works for the list owner - |
| would be all the photography shops or all | | | | |
| the luggage dealers in the | | | | so take that into consideration when you ask |
| | | | questions and negotiate |
| United States. Or all the plumbing supply | | | | |
| dealers.Keep in mind that compiled | | | | price.A plethora of list managers of mailing |
| information - like fish - gets old rather | | | | lists can be found in the direct |
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| quickly and doesn't age particularly | | | | mail trade magazines such as Catalog Age & |
| well.Response lists are data from people who | | | | Direct Magazines: 203/ |
| have responded to an ad or | | | | |
| | | | 358-9900, Target Marketing: 215/238-5300, |
| who have purchased from a catalog, direct | | | | Direct Marketing: 516/746- |
| mail package, TV ad,or other | | | | |
| | | | 6700, and DM News: 212/741-2095.Some list |
| offer.With any mailing you are considering, | | | | brokers sell through their own catalog of |
| first ask precisely what groups or | | | | mailing lists. These |
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| what characteristics make up the perfect | | | | handy reference tools will give you an idea |
| audience. Then try to find a list | | | | of just what's out there - |
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| that matches these definable characteristics | | | | what kind of lists are available and counts |
| closely.Good delivery percentages of your | | | | of how many records exist in |
| mailing piece to a specific audience | | | | |
| | | | the thousands of different list categories. |
| can usually be found in lists of magazine | | | | Want to know how many |
| subscribers. These lists are | | | | |
| | | | dentists there are? It's a piece of cake: |
| usually very targeted to their audience, and | | | | 190,168 are members of the |
| good because most | | | | |
| | | | ADA. Want to know if there is a list of |
| publishers are extremely prompt with their | | | | picky ale drinkers? Find the list of |
| name and address | | | | |
| | | | "Ale in the Mail-Continuity Members:" 70,973 |
| corrections. Call a magazine publisher and | | | | of them. Selling an |
| ask if their subscriber list is | | | | |
| | | | accounting product? Try the list of |
| for sale, then ask for the name of their | | | | Accounting Institute Seminar |
| list broker.There are over 10,000 magazines | | | | |
| published so you can probably get a | | | | Attendees - all 78,634 of them. Looking for |
| | | | college professors? Did you |
| magazine subscription list that goes | | | | |
| straight to your perfectly targeted | | | | want the 43,347 who teach English, or the |
| | | | 18,184 who teach history, or |
| buyers. If you're not sure what magazines | | | | |
| would be best, there are | | | | the 8,477 in marketing, or the 9,194 |
| | | | philosophy teachers, or the...If you need |
| some easy-to-use periodical directories | | | | additional information - like how many |
| found in most reference | | | | doctors who |
| | | | |
| libraries. The best directories of | | | | specialize in allergies and are the head of |
| magazines are Burrelle's Directory of | | | | their practice with four or |
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| Magazines (800-USMEDIA), Bacons | | | | more employees can be found in Pennsylvania |
| (800-621-0561), SRDS (800-851- | | | | - call any of these |
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| SRDS), and Oxbridge Communications Standard | | | | catalog houses and ask them to run a count. |
| Periodical Directory | | | | You'll be able to get that |
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| (800-955-0231). If you can't find the exact | | | | information in about ten minutes. Hugo |
| targeted magazine filled with | | | | Dunhill: 800/223-6454, |
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| the eager-to-buy-your-product subscribers | | | | American Business Lists: 800/555-5335, Best |
| you are looking for in any of | | | | Mailing Lists: 800/692- |
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| these directories, the publication doesn't | | | | 2378, CompilersPlus: 800/431-2914, and Edith |
| exist. You can find any | | | | Roman: 800/223-2194 |
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| industry - and all the magazines that are | | | | to name just a few. More phone numbers can |
| sent to that industry - in under | | | | be found in my books |
| | | | |
| 10 minutes in these useful | | | | Uncommon Marketing Techniques and How To |
| directories.Catalog houses earn a good | | | | Market A Product For |
| portion of their revenue from the sale of | | | | |
| | | | Under $500!Several companies now offer lists |
| their lists. Call the catalog and ask for | | | | of every business or every person in |
| their business office, then ask | | | | |
| | | | the U.S. on CD-ROM. These products allow you |
| who handles their list sales. Almost all | | | | to create your own list |
| catalog houses sell their lists. | | | | |
| | | | criteria and generate your own precisely |
| Catalog houses can be found in the Catalog | | | | targeted mailing lists. Some of |
| of Catalogs from Woodbine | | | | |
| | | | the better programs make it easy and fast to |
| House Publications ( 800-843-7323; $28.95 | | | | use their CD-ROM |
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| PPD), and The Directory of Mail Order | | | | products. Mailing list CDs are available |
| Catalogs from Grey House | | | | from InfoUSA: 800/321-0869, |
| | | | |
| Publishing ( 800-562-2139; $250).Trade | | | | and Global Business International: 407 |
| associations are usually an excellent source | | | | 568-5037 to name but two.One of the best |
| of mailing lists. | | | | resources for lists is the Internet. There's |
| | | | no getting |
| Better associations always list the | | | | |
| industry's major players. Local | | | | around it now, the Internet is here to stay |
| | | | - you might as well get on |
| associations like the Chamber of Commerce in | | | | |
| your area are usually | | | | and get used to it. It's a great - probably |
| | | | the best - research tool |
| good for local business names. You can | | | | |
| select by business size, | | | | available for almost anything, if you can |
| | | | filter out the crap from the good |
| number of employees, SIC code (the | | | | |
| government's industry | | | | stuff. But... isn't that the way with all |
| | | | research tools: you gotta figure out |
| classification of each business), or any of | | | | |
| a multitude of other selection | | | | which is the good stuff that you can use, |
| | | | and which is the bad stuff that |
| parameters. Two great sources for finding | | | | |
| associations are reference | | | | you've just spent the last two hours looking |
| | | | over and have now figured |
| books from Columbia Books, Inc. | | | | |
| (888-265-0600; | | | | out is pretty worthless.You'd be surprised |
| | | | how many of your competitors will sell your |
| publishers of the State and Regional | | | | their |
| | | | |
| Associations Directory ($79) and The | | | | customers' names. If not competitors, how |
| National Trade and Professional | | | | about asking other |
| | | | |
| Associations of the United States ($99). | | | | businesses who serve your market if you can |
| Mailing lists of the associations | | | | purchase their mailing |
| | | | |
| are $100/M and are available on labels or | | | | lists.Of course, the best list of all - bar |
| disk.Association lists and data are also | | | | none - is your own house list of current |
| available in the Encyclopedia of | | | | |
| | | | and past customers. These are the folks |
| Associations by The Gale Group | | | | that know you and trust you; |
| (800-877-GALE) on disk, CD, and on- | | | | |
| | | | they've experienced that great customer |
| line through Lexis-Nexis. This hardbound, | | | | service you offer and are now |
| three-volume set ($505) is | | | | |
| | | | willing to buy something else from you if |
| the motherload of associations - showing | | | | you would only let them know |
| detailed information on more | | | | |
| | | | it's available.Spend some extra time in this |
| than 23,000 local, state, national, and | | | | most important area - list research: |
| international associations.Trade show lists | | | | |
| are also great marketing tools - lists of | | | | tighten your list criteria, do your |
| both attendees | | | | homework, spend time in research, and |
| | | | |
| and of exhibitors. Check out two great | | | | find the best lists you can possibly find. |
| websites: and | | | | Then test several. It's worth the |
| | | | |
| for trade show information. The Tradeshow | | | | extra time and money to target your audience |
| | | | with precision and |
| Week Data Book (213-965-5300; $355) is a | | | | |
| great tool published by the | | | | increase the chance you'll come up a winner |
| | | | at the post office. There is |
| editors of Tradeshow Week Magazine. Another | | | | |
| great trade show | | | | no single more important factor in creating |
| | | | a greater response to a |
| directory is the TradeShows and Exhibits | | | | |
| Schedule from Bill | | | | mailing than mailing to the best possible |
| | | | list. Whatever you do, don't |
| Communications (800-266-4712, 856-619-5800) | | | | |
| - organized by | | | | settle for a mediocre list unless you want |
| | | | mediocre results.Jeffrey Dobkin, author of |
| industry, by location, by date, and in | | | | the incredible 400-page marketing manual |
| alphabetical order for fast look-ups.Two | | | | |
| excellent resources for investigating lists | | | | How To Market a Product for Under $500. To |
| at the library are the | | | | place an order, or to speak |
| | | | |
| SRDS Direct Marketing List Source (TM) | | | | with Mr. Dobkin call 610/642-1000. Fax 610 |
| (800-851-SRDS) and the | | | | 642-6832. From The |
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| Oxbridge Communications National Directory | | | | Danielle Adams Publishing Company, Box 100, |
| of Mailing Lists (800-955- | | | | Merion Station, PA |
| | | | |
| 0231). We use both in our own office - | | | | 19066. |
| they're thorough and | | | | |