I would be willing to bet that many of you reading this column are involved with startup or relatively small companies. I would further wager that sooner or later you are confronted with how to apportion your limited marketing budget. Are you a "David "in a" Goliath" market?. Don't give up. You too can compete with the giants and win just as David did... with strategic planning and... a good direct mail program.

Mail is the most popular form of direct advertising in use today. This did not come about by accident. Direct mail works. Some direct mail campaigns work because they are well conceived. Others work because of sheer volume and unlimited funds... even a blind squirrel will get a nut if enough are spread about.

Direct mail fills the gap between personal calls and hit-or-miss trade advertising. Mail allows you to make more frequent contacts with a specific message at a lower cost per contact.

Direct mail allows you the opportunity to compare your company to your competitor in a private forum without rebuttal.

David knew he could win because he took the time to research his foe. He was able to find the weakest point and target his attack. David emphasized his strength... he was smaller so he was more agile and quicker to respond than Goliath who, though much larger, was awkward and slow to react. How do you stack up against your competition?

How do you get to know your competitors strengths?... Get on their mailing list... visit them at trade shows... learn what they consider to be their strong points. Determine their weakness. Formulate your strategy to highlight your strength in areas where they are vulnerable. Know your competition.

Use direct mail to emphasize your strengths. Match your message to the specific market you wish to reach.

Direct mail is most effective when targeted at those people who have shown an interest in your product or service. Determine who and where those prospects are located and tailor your message to reach them exclusively.

When you have targeted your audience, you must give them a reason to open your mail... a trial offer... an incentive to respond. A strong message in plain paper is probably going to be thrown out with the "junk" mail. Make your message stand out from the others. Remember you are competing with many other marketers for a piece of your prospects' time. Be creative. Don't be afraid to step out of your comfort zone.... get help from a professional writer or graphic artist. This is no time to be "penny wise and pound foolish".

A word of caution... many mail rooms in large companies have instructions regarding the handling of certain types of mail. They do not forward mail that is addressed by label, carries less than first class postage, shows any evidence of automation, or is not addressed to a specific person. A wise marketer will hand address mail to a specific person!.

A well-conceived mail campaign, backed by strong research, targeted at an appropriate audience and smartly packaged can give you the competitive edge to beat the Goliaths of your industry.